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DECLARATION

I, Siddhartha Neog hereby declare that this project entitled Consumer perception
and Market potential of Amul dairy whitener in Guwahati was prepared by me during
the time-period 12
th
of January to 28
th
of February, 2014 and was submitted in partial
fulfillment of the requirements for the award of degree in Master in Business Administration
(MBA) of Dibrugarh University.
This project report has not been submitted earlier for the award of any other Degree/Diploma
from Dibrugarh University or any other university.






Date: SIDDHARTHA NEOG
Place: Guwahati Regn No. 0723 of 2012-13
Roll No: 103/12



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Acknowledgment

Carrying out a study of this nature is certainly an arduous task. During the course of
my project a number of people helped me in my work. I am fortunate enough to get support
and encouragement from a large number of people to whom I shall always remain grateful.
First of all, I would like to acknowledge deep sense of gratitude to my organizational
guides Abhishek Mishra, (Sr. Executive Manager) and Sourav Dutta, (Executive Manager)
GCMMF, AMUL, Guwahati, Assam for their full cooperation and support at all stages of the
development of the project.
I would like to convey my sincere gratitude to my institutional guide Suparna
Purkayastha, Assistant Professor, Department of Business Administration, NERIM with
whose guidance and support this project have come into existence. She has always been there
in time of need with her vast knowledge, insights and support.
I want to convey my heartiest gratefulness to our respected Director Sir Dr. Zoii Nath
Sarmah and Dean Maam Dr. Sangeeta Tripathi, for making all sorts of arrangements to carry
out the project under our approved syllabus as a part of study in NERIM Group of
institutions.
I must extend my gratefulness to Dr. B. K. Choudhury, Faculty & Placement
Coordinator of NERIM Group of institutions for arranging the project in this organization.
Lastly, I would like to thank all the respondents of my study whose valuable time and
support enabled me to bring this project into completion.



SIDDHARTHA NEOG
MBA- 4
th
semester
Roll No: 103/12
NERIM, Guwahati 22



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EXECUTIVE SUMMARY
1. Project title :
Consumer perception and Market potential of Amul dairy
whitener in Guwahati.
2. Organization :
Gujarat Co-Operative Milk Marketing Federation Ltd.,
Guwahati.(GCMMF)
3. Organization guide :
Abhishek Mishra (Senior Executive Manager) & Sourav
Dutta (Executive Manager), GCMMF, Guwahati.
4. Institution :
NERIM Group of Institutions
5. Institutional guide :
Suparna Purkayastha (Assistant Professor)
Dept. of Business Administration.
6. Project specialization :
Marketing
7. Duration of project :
12
th
January14 to 28
th
February14
8. Objectives of the study :

1. To find out the awareness level about Amul dairy whitener among consumers.
2. To study the perception of consumers towards Amul Dairy Whitener.
3. To find out the important factors that people consider before buying dairy whiteners.
4. To know the consumers overall satisfaction level for Amul dairy whitener.
5. To know the extent to which the launch of UHT (ultra-heat treatment) milk (packaged
milk) has affected consumption of dairy whitener.
6. To find out the reasons behind preferring packaged milk (UHT milk) over dairy whitener.
9. Research Methodology :

1. Type of research: Descriptive research
2. Sample design:
Population: Consumers of Amul dairy whitener in Guwahati.
Sample size: 180 consumers.
Sampling method: Convenience sampling.
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3. Types of data:
Primary data: Data collected through questionnaire.
Secondary data: Company websites and Journals.

4. Limitations to the research:
Sample size: Considering the population size which consists of consumers in Guwahati,
the sample size is small.
Biased response: Many respondents may not give correct answers or may be biased while
answering the questionnaire.
Limited time frame: Time period to conduct the survey is limited.
Incomplete questionnaires: Some respondents did not response to the survey.
Restricted geographic location: The study is confined to Guwahati only. Any suggestions
given by analyzing data collected may not be accurate for other locations as customer
requirements and expectations differ from one place to other.
Accuracy of results: Findings based on the limited sample size may affect the accuracy of
ultimate results.

5. Analysis and interpretation:
Analysis tools for the data includes statistical tables, pie charts and bar diagrams.

10. Major Findings :



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List of Tables
Table
no.
Table name Page
no.
3.1 Gender of the respondents 38
3.2 Age group of the respondents 39
3.3 Occupational status of the respondents 40
3.4 Awareness level for Amul dairy whitener 41
3.5 Sources of information for Amul dairy whitener 42
3.6 Amul dairy whitener as Tea/Coffee richness enhancer 44
3.7 Preferred size of Amul dairy whitener packet 45
3.8 Differentiating factor for Amul dairy whitener 46
3.9 Factors considered by consumers while purchasing dairy whitener 48
3.10 Amul dairy whitener is costly 51
3.11 Advertising measures for Amul dairy whitener is sufficient 53
3.12 Satisfaction level towards availability of Amul dairy whitener 55
3.13 Impact of packaged milk (UHT milk) on dairy whitener 57
3.14 Preference for packaged milk (UHT milk) 59
3.15 Reasons for preferring packaged milk (UHT milk) 60
3.16 Overall rating of Amul dairy whitener 62
3.17 Overall satisfaction for Amul dairy whitener 65
3.18 Brand association for dairy whitener 67
3.19 Recommendation to purchase Amul dairy whitener 69

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List of Graphs
Graph no. Graph name Page no.
3.1 Gender of the respondents 38
3.2 Age group of the respondents 39
3.3 Occupational status of the respondents 40
3.4 Awareness level for Amul dairy whitener 41
3.5 Sources of information for Amul dairy whitener 43
3.6 Amul dairy whitener as Tea/Coffee richness enhancer 44
3.7 Preferred size of Amul dairy whitener packet 45
3.8 Differentiating factor for Amul dairy whitener 47
3.9 Factors considered by consumers while purchasing dairy whitener 50
3.10 Amul dairy whitener is costly 52
3.11 Advertising measures for Amul dairy whitener is sufficient 54
3.12 Satisfaction level towards availability of Amul dairy whitener 56
3.13 Impact of packaged milk (UHT milk) on dairy whitener 58
3.14 Preference for packaged milk (UHT milk) 59
3.15 Reasons for preferring packaged milk (UHT milk) 61
3.16 Overall rating of Amul dairy whitener 64
3.17 Overall satisfaction for Amul dairy whitener 66
3.18 Brand association for dairy whitener 68
3.19 Recommendation to purchase Amul dairy whitener 69

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