BRAND PERCEPTION FOR AMULYA MILK POWDER

AT T.A. PAI MANAGEMENT INSTITUTE

Prepared for
Amul











Prepared by
Group Q2
Section 3
MNCN 2
T. A. Pai Management Institute - 576104

March 26, 2014







LETTER OF TRANSMITTAL



TO: AparnaBhat, Professor MNCN
FROM: Group Q2, PGP1
DATE: 26 March, 2014
SUBECT: MNCN report submission

The following report is a work of market research, done with the objective to conduct a
B2C market research for gaining the brand perception for Amulya to reach a wider
audience and newer consumers, connect better with its existing consumer base. The
research was done in Manipal, Udupi and Mangalore. The project included to find the
reasons for buying the Milk powder products like Amulya and Every day. The
elucidations of external validity confirm the acceptance of hypothesis in the report.
The team has tried to apply the MKRH concepts learned in class to the best of its
knowledge. Feedback for improving the effectiveness of the study will be highly valued.
Group Q2







ii





ACKNOWLEDGEMENTS

We sincerely thank Gujarat Co-operative Milk Marketing Federation-Amul for entrusting
us with such a challenging assignment. The experience was both demanding and
fulfilling.
We would like to thank the team from Amul for guiding us during the entire project.
We extend our gratitude to Dr. R.C. Natarajan, Director, Tapmi, for his support and
encouragement for this project.We take this opportunity to thank Prof. H.S. Srivatsa, the
faculty guide for the project for his continuous support and valuable insights.
We would like to thank Prof. AparnaBhat, for the valuable insights and motivation
provided throughout the course of the research study.
We would like to appreciate the support provided by all the other team members who
helped in conducting this research and who worked towards making the project a
success.
We thank all who have contributed to this project, directly or indirectly.
Group Q2






iii



EXECUTIVE SUMMARY

BRAND PERCEPTION FOR AMULYA MILK POWDER
AT T.A. PAI MANAGEMENT INSTITUTE

Group Q2
March 26, 2014



The objective of the project was to conduct a B2C market research for gaining the brand
perception for Amulya to reach a wider audience and newer consumers, connect better
with its existing consumer base. The research was done in Manipal, Udupi and
Mangalore. The project included to find the reasons for buying the Milk powder products
like Amulya and Every day.
The project has been broadly divided in three stages:
The first stage was to identify the factors that would help in preparing the questionnaires
for survey. In this stage secondary research was done followed by FGDs and in-depth
Interviews. 19 variables were identified in this process.
The second stage was a pilot study done with 35 respondents. The questionnaires
formed on the various variables here were taken for survey and reliability was tested
using Cronbachs Alpha method.
The third stage was an observation technique where a stall was setup in Udupi outside
Big Bazaar. The respondents were given tea/coffee using both Amulya and Every day
and noting their perception (taste, quality etc.) about the brand.
A total of 245 consumers firms have been interviewed across all the segments.

iv



The following were the major findings from the study:
1. AMUL is perceived to be a brand characterized by Quality, Purity, and Taste.
With Taste being synonymous with its logo Taste of India, hence it signifies the
recall of the brand. Also, it is considered to be offering products that are best
buy. But, Amulya as a product is not accepted that well by the customers.
2. AMUL was considered a Premium brand in comparison to the regional brands
and hence, is considered costly. Therefore, people prefer buying local brands in
spite of Amulya.
3. Decisions were mostly influenced by Quality/Taste and brand name of the
product (Amulya and not Amul) while packaging and price didnt play a significant
role.
4. Respondents expressed their desire to purchase healthy products of brands
purchased by them.
5. It was found that association of a brand with Social events/causes plays a driver
for respondents to purchase the products of that brand. The experiment done the
team to get the customer information, by giving them live demos, helped in
converting some respondents to buyers.
In final stage, a report will be submitted to Amul with all Analysis and Findings (Factorial
and Discriminant). There are few recommendations also that are suggested to Amul:
1. Amul should increase their visibility in Manipal/Udupi like cities by launching
some advertisements in local language and should them on local channels.
2. Amul should do promotional activities in Big Stores like Big Bazaars by giving
free tea/coffee made by Amulya Whitener. This might help them increase foot
falls.

v



CONTENTS



LETTER OF TRANSMITTAL ii

ACKNOWLEDGEMENTS iii

EXECUTIVE SUMMARY iv


1.0 INTRODUCTION

1.1 Company Background 1
1.2 Problem Statement 3
1.3 Management Objective 3
1.4 Research Objectives 3
1.5 Coverage and scope 4
1.6 Limitations 4


2.0 RESEARCH METHODOLOGY

2.1Introduction 4

2.1.1Exploratory Research 5
2.1.2 Conclusive Research 6
2.1.3Data Analysis 7

3.0 FINDINGS

3.1 Analysis 7

3.1.1 Demographics and Psychographic findings 7
3.1.2 Internal Reliability testing 9
3.1.3 Factor Analysis 9
3.1.4 Discriminant Analysis 11
3.1.5 Conjoint Analysis 13

3.2 Findings 13


4.0 SUMMARY AND RECOMMENDATIONS

5.1 Summary of the Problem 15
5.2 Summary of the Findings 15

5.0RECOMMENDATIONS 15


6.0 APPENDIX
A. Questionnaire 17

7.0 REFERENC 25




LIST OF ILLUSTRATIONS


Figures

Fig.1. Gender of Respondents 25
Fig.1. Gender of Respondents 26
Fig.3 Profession of respondents 26
Fig.4. Tea/Coffee Usage Frequency 27
Fig.5 Overall Awareness Level of Amul Brand 27
Fig.6 Frequency of Awareness of Amulya Product 28
Fig.7. No. of cases processed for Cronbachs Alpha 28
Fig.8. Number of items and Cronbachs Alpha 28
Fig.9. Independent Variables Means and Standard Deviation 28
Fig.10. Brand Loyalty 29
Fig.11 Quality of Product 29
Fig.12. shows the acceptance of respondents for Amulya in Sweets, Cakes 29
Fig.13. shows the acceptance of respondents for Amulya in Tea/Coffee 30
Fig.14. shows the discountspreferences for Amulya 30
Fig.15. shows the taste preferences of customers 30
Fig.16. shows the purity preferences of customers 31
Fig.17. shows the freshness preferences of customers 31
Fig.18. shows the advertisements preferences of customers 31
Fig.19. shows the packaging preferences of customers 32
Fig.20. shows the price preferences of customers 32
Fig.21. shows the nutrition preferences of customers 32
Fig.22. shows the value for money preferences of customers 33
Fig.23. shows the convenience preferences of customers 33
Fig.24. shows the nature friendliness preferences of customers 33
Fig.25 Factor Analysis Communality Matrix 34



Fig.26. Total Variance Explained 34
Fig.27. Component Matrix 35
Fig.28 Rotated Component Matrix 35
Fig.29. Factor Analysis Variables Similarity 36
Fig.30 Factor 36
Fig.31 Scree Plot 36
Fig.32.All Case Analysis 37
Fig.33. Group Means 37
Fig.34.Retest on Group Means 37
Fig.35.Canonical Discriminant Function 38
Fig.36.Structure Matrix 38
Fig.37. Amulya Buyers vsAmulya Non Buyers 38




















BRAND PERCEPTION FOR AMULYA MILK POWDER
AT T.A. PAI MANAGEMENT INSTITUTE



1.0 INTRODUCTION


1.1 Company Background
Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF) is India's largest food
product marketing organization with annual turnover (2011-12) US$ 2.5 billion. Its daily
milk procurement is approx 13 million liter (peak period) per day from 16,117 village milk
cooperative societies, 17 member unions covering 24 districts, and 3.18 million milk
producers.
AMULs origin was linked to the freedom movement in India. SardarVallabhbhai Patel,
one of Indias significant freedom fighters, encouraged the dairy farmers from the Kaira
district in Gujarat to form a cooperative to fight against the low prices offered for their
milk by the monopoly milk supplier of the area, Polson's Dairy. The dairy farmers met in
Samarkha (Kaira district, Gujarat) on the 4th of January 1946, and decided to set up a
milk producers' cooperative that would deal directly with the Bombay government, the
final buyer of their milk. This was the origin of the AMULs model.
GCMMF is the Apex organization of the Dairy Cooperatives of Gujarat, popularly known
as 'AMUL', which aims to provide remunerative returns to the farmers and also serve the
interest of consumers by providing quality products which are good value for money. Its
success has not only been emulated in India but serves as a model for rest of the World.
It operates through 47 Sales Offices and has a dealer network of 7000 dealers and 10
Lakh retailers, one of the largest such networks in India.


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AMULs Model of dairy development is a three-tiered structure with the dairy cooperative
societies at the village level federated under a milk union at the district level and a
federation of member unions at the state level.
Establishment of a direct linkage between milk producers & consumers
Milk Producers (farmers) control procurement, processing and marketing
Professional management
It spurred the White Revolution of India, and has made India the largest producer of milk
and milk products in the world. On an average 10.6 million milk (peak figure of 14.5
million in 2012) is collected daily in 1, 28,799 dairy cooperative societies across the
country.
The milk is processed in 176 District Co-operative Unions and marketed by 22 State
Marketing Federations, ensuring a better life for millions.
AMUL initially started with milk, but now it operates in diversified product portfolio
comprising of milk, milk powder, health beverages, ghee, butter, cheese, Pizza cheese,
Ice-cream, Paneer, curd, cream, chocolates, and traditional Indian sweets etc. GCMMF
is India's largest exporter of Dairy Products. It has been accorded a "Trading House"
status. Many of its products are available in USA, Gulf Countries, Singapore,
Philippines, Japan, China and Australia.
GCMMF has received the APEDA award from Government of India for excellence in
dairy product exports for the last 13 years. For the year 2009-10, GCMMF was awarded
the "Golden Trophy' for its outstanding export performance and contribution in dairy
products sector by APEDA. For its consistent adherence to quality, customer focus and
dependability, GCMMF has received numerous awards and accolades over the years. It
received the Rajiv Gandhi National Quality Award in1999 in best of all Categories.


3



In 2002 GCMMF bagged India's most Respected Company award instituted by Business
World. In 2003, it was awarded the IMC Ramakrishna Bajaj National Quality Award -
2003 for adopting noteworthy quality management practices for logistics and
procurement. GCMMF is the first and only Indian organization to win topmost
International Dairy Federation Marketing Award for pro-biotic ice-cream launch in 2007.

1.2 Problem Statement
The problem statement provided by Amul:
Amul has 70% market share for Amulya in Udupi and Mangalore. Howto make the
balance 30% to shift over from Everyday to Amulya. A study needs to be carried out with
Everyday consumers (whose details have to be got from retailers) with a questionnaire
and finding out through analysis what is keeping them with Everyday and what will make
them shift.
1.3 Management Objective
The project was aimed at conducting a market research study to measure the
awareness levels of Amulya across Udupi and Mangalore.The Management objective
was to conduct a B2C market research for gaining the brand perception for Amulya to
reach a wider audience and newer consumers.
1.4 Research Objectives
The following research objectives have been defined to analyze and study the project
objective defined for the research process:
To assess the awareness level of Milk Powder products.


4


To find the area of usage.
To find the frequency of usage.
To identify the occasion of usage of Milk Powder.
To measure the level of satisfaction/dissatisfaction with various brands of Milk
Powder.
To find various milk powder brands used in last one year.
To measure the attitude for milk powder as the substitute for milk.

1.5 Coverage & Scope
The scope for the research process is as follows:
To capture the demographic and lifestyle characteristics
To find the buying behavior for the Amulya
To find the brand perception, brand recall and association of Amulya
To assess the impact of different initiatives undertaken by AMUL
To analyze the initiatives used by AMULs competitors
To devise strategies to enhance the connect of the AMUL brand

1.6 Limitations
The research study is limited to only Amulya milk powder which is one of the product
under Amul.

2.0 RESEARCH METHODOLOGY
2.1 Introduction
The research process was divided into 3 stages viz. Exploratory Research, Conclusive
Research and Data Analysis.


5


2.1.1Exploratory Research
The Exploratory research comprised of 4 stages:
a) Secondary Research: On the basis of secondary research, information was gained
about the the milk powder market in India for AMUL and its competitors. Sources
included various websites as well as previous BrandScan reports on AMUL. The
target segment was identified and categorized into 3 age-groups :

18-25 years
26-45 years
46 years and above

b) Exploratory Study: In this phase, we conducted FGDs and In-depth Interviews to
capture responses from the target segment.

FGDs
5 focus group discussions were conducted during the first phase of research.The FGDs
were conducted in various parts of Udupi and Manipal, such as, Manipal Institute of
Technology campus, cafeteria of Kasturba Medical College (KMC), TAPMI and public
places. A conscious effort was made to obtain an equitable distribution of respondents in
an age bracket of 18-60 (both young and middle aged people).The objective of the
FGDs was to identify variables which influence the purchase behaviour of customers
who are regular users of milk powder.
In depth Interviews
20 interviews were conducted with people in the age group of 18-60 years. The
discussion was aimed to gather insights from respondents about the milk products
consumed by them and the respective milk powder brands used. The campaigns and


6


initiatives taken by AMUL were discussed to find out the level of impact and awareness
among them. The objectives of the above stages were to gain insights on the following
parameters:

Factors that characterize the purchase of milk powder
List out the competitors of AMUL in the product portfolio offered
Awareness of advertisement initiatives taken by AMUL
Brand perception of AMUL and its competitors

c) Pilot questionnaire: An initial questionnaire was designed to assess target
respondents covering various age groups. These questionnaires were administered
online and the responses collected were used along with other responses to prepare the
final set of questions.

d) Final Questionnaire: After analyzing the additional insights gained from respondents
on different parameters, the initial questionnaire was further refined and a final
questionnaire (listed in Appendix-A) was prepared.

2.1.2 Conclusive Research
The final questionnaire was administered to people in the Manipal/Udupi and Mangalore
region. The sampling technique used was random convenience sampling. This research
was conducted in 3 phases :
Phase1: Mall Format(Mangalore)
Phase2: Big Bazaar Format(Udupi)
Phase3: Small Retail Shops Format (Manipal)


7


The aim of the conclusive research was to validate the data collected through the
exploratory research and get responses from a larger number of respondents on the
existing variables obtained in the exploratory research.
2.1.3Data Analysis
The final leg of the conclusive research was done post-data collection. The data
collected from the market surveywas analyzed and mapped to the research objectives.
The findings of the study helped to draw the conclusion and infer recommendations.
3.0 FINDINGS
3.1. Analysis
3.1.1. Demographic and Psychographic Findings
The total responses were taken in 4 formats, Mall format in Mangalore, Big Bazaars
(Class A) stores in Udupi, Small Retail shops(Class B) in Manipal and Experimental
Observation Format(Outside Manipal, Udupi and Tapmis Local Canteen(Gopi Annas
Caf). The total number of respondents was collected to be 245. The ratio of Male to
Female respondents was 64:36 with highest number of respondents in the group to be
of age group 26-35 yearsfollowed by 18-25 years and 36-45 years. This helped in
getting a mix of respondents in the target segment.The respondents were mostly
Students in their Higher Secondary, Graduate and Post Graduate degree while the rest
20% was split among the professionals in Private Sector, Public sector, Business
Executives and Others.
As the Amulya product is positioned for using during Tea/Coffee, we started our analysis
by asking people whether they drink Tea or Coffee. It was clearly observed that around
37.14% of people drink tea/coffee 4-5 times and 34.29% of people drink for 5-6 times(As
shown in Fig.4). Therefore, there is market potential for such a product.


8


The graph in Fig. 5 shows the awareness level of Amul brand with the sample size of
300 respondents. It was observed that only 6.12% people are not aware of Amul
products. We removed all those respondents who were not aware about the AMUL
brand.
Fig. 6 shows the awareness level of Amul brand with the sample size of 270
respondents. It was observed that only 11.13% people are not aware of Amulya
products. We removed all those respondents who were not aware about the Amulya
product. Finally, 254 respondents were left for final analysis.
The analysis for this report was initiated by identifying 19 variables from the combination
of Secondary Research, Focused Group Discussions and In-Depth Interviews. The
variables are listed as:

After finalizing the variables identified from the above mentioned mechanisms, a pilot
questionnaire was tried to test the internal reliability of questionnaire. A detailed
questionnaire is mentioned in APPENDIX A of this report.
It was found that taking all the variables into consideration, Cronbachs Alpha (a
parameter that judges the reliability of the questionnaire with standard value greater than
0.7) was coming to be 0.698. Therefore, few variables that had the negative impact on
the Cronbachs value were rejected. These included variables like Availability and
Brand Awareness Brand Recall
Product Usage Brand Satisfaction(Tea/Coffee)
Brand Satisfaction(Sweets /Cakes etc.) Brand Switching
Brand Loyalty Quality
Purity Availability
Packaging Taste
Price Freshness
Nutrition Nature Friendly
Value for Money Convenience
Advertisements


9


Product Usage. The rejection of these variables implies that they dont have any
considerable impact on the decision making for this research.
Final analysis included only 17 variables. This was the result of pilot study. The pilot
study included 35 respondents. The above highlighted variables were removed from the
study.
3.1.2.Internal Reliability Testing
As mentioned earlier about the internal reliability analysis done for Pilot study with 35
respondents, this analysis was targeted on all the variables (17) with the data of all 245
respondents.
The test done for this analysis was Cronbachs Alpha test. The expected value of
Cronbachs Alpha is above 0.7. The results are shown in Fig.7,Fig.8,Fig. 9. Fig.7, Fig.8
and Fig.9 clearly species that the research questions used are reliable and can be used
for future course of action. The data collected on these parameters should give expected
results. The value calculated of Cronbachs Alpha (0.7) in Fig.8. is the actual
identification of the reliability of this test.
3.1.3. Factor Analysis
Factor Analysis is a data reduction technique that helps in reducing the number of
variables to some common attributes. The logic behind this technique is that it clubs all
those variables into 1 factor that show similar properties or results. For getting the data
on Factor Analysis, there were few questions asked by the respondents. The summary
of the respondents analysis is shown below:
Level1: Variable Analysis

After asking questions and observations, we found that more than 50% of the
respondents preferred to be loyal to their brands. This data is taken in Manipal,


10


Udupiand Mangalore. It was observed that people are accustomed with their own
brands. Therefore, they usually dont try any new product. Also, this is an intermediate
product that doesnt have any taste of its own. Therefore, the team made by them would
be really easier than what we made.(Fig. 10)
After asking questions and observations, we found that more than 50% of the
respondents taste as one of the factors. This data is taken in Manipal, Udupi and
Mangalore. It was observed that people are accustomed with a specific taste of
product. Therefore, they usually dont like any new product with different taste until it
is really unique. Also, this is an intermediate product that doesnt have any taste of
its own. Therefore, the team made by them would be really easier than what we
made.(Fig. 11)
Similarly, for all the 17 variables, similar questions were asked and data was
collected. That data was used in SPSS tool to do the factor analysis.
The responses are shown in Fig.12-24
Level2: Factor Analysis
After identifying the variables from pilot study and check their reliability. We ran factor
analysis using SPSS tool. This helped us in reducing the number of variables and it
clubbed all the variables that gives same result into one factor.
Fig.25 shows the number of variables that are considered for performing the factor
analysis. The 2 columns shown in this figure specifies as how much percentage of data
will be processed correctly using that variable in making factors.
After performing all the necessary setting in SPSS for getting the factors, the result of
factors can be seen the Total Variance matrix (Fig.26). The factor having Total Eigen


11


Value above 1.0 is considered to be the major factors for calculations. Therefore, after
running this step, 17 variables are reduced on a scale of 5 factors.
Fig.27 and Fig.28 clearly explains the variables and their related variances. This matrix
is important as it clearly identifies as for Factor1 which variables are important. For
example, Component1 (Factor1), Taste/Value of Money/Advertisements/Freshness
holds the maximum representation.
Level 3: Factors Naming

Once all the factors are identified, all the variables are clubbed together based on the
above mentioned logic of Rotated Matrix. The variables that show similar properties are
shown in Fig. 29.
The five factors are now renamed so that it can logically signify as to what is wrapped
within these factors.(Fig.30)
The Scree plot these 5 factors is shown in Fig.31.


3.1.4. Discriminant Analysis

Discriminant Analysis is a technique that is used to identify the differences between
various attributes based on certain parameters. As this project was baselined to
differentiate between Amulya and Nestle, Discriminant Analysis was done to differentiate
based on the parameters value. For discriminant analysis entire data was used of 245
respondents. The aim of this test was to get an order of preferences of factors identified
above. These factors could then be considered for given recommendations to
clients.(Fig. 32)


12


While identifying the group means and discriminating between factors, we identified from
Fig.33. as highlighted is not significant(To consider any test as significant, significance
value should be less than 0.05).
Therefore, this discriminant test failed. Discriminant Analysis was not done again without
Brand Recall factor.
Now, all the factors are considered as significant. Also, after looking at the Wilks
Lambda, we can comment on the lowest value of Brand Satisfaction to be the best (As
Wilks Lambda looks for the minimum values).(Fig.34)
This classification clearly specifies the perception of respondents on the basis of
attributes. The order of preference is:
Brand Satisfaction->Convenience->Product Benfits->Health Related
Concerns(Order being most preferred to least preferred).
Fig.36 shows the preferences based on the factors identified, but if we attach these
factors with Amulya Buyers and Amulya Non-Buyers(Everyday Buyers), we can see the
preferences in Fig.37.

The preference for Amulya Buyers comes out to be:
Brand Satisfaction->Convenience->Product Benfits->Health Related
Concerns(Order being most preferred to least preferred).
This order is similar for Amulyas Non Buyers also. Additionally, this result is in line with
the general preferences without any brand value.


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3.1.5.Conjoint Analysis

This analysis is done to have a final verification on the order of identified factors. The
final analysis was done on a sample of 35 people. This is considered as a pilot test as
very few people were considered as part of this.
3.2. Findings

The findings from the study are divided into following categories:
1) Brand perception, brand awareness.
AMUL is perceived to be a brand characterized by Quality, Purity, and Taste.
With Taste being synonymous with its logo Taste of India, hence it signifies the
recall of the brand. Also, it is considered to be offering products that are best
buy. But, Amulya as a product is not accepted that well by the customers.
Regional brands like Nandini and Ideal are big competitors to AMUL in their
respective product category. Here, Nandini is perceived to be a brand that is
easily available and best buy while Ideal is perceived to be a brand defined by
Taste. Competitors like Nestle are perceived to be premium brand and have
attractive product packaging.
AMUL as a brand that is mostly visible on Television and Newspaper but for
Amulya product, the recall of advertisements is very less. Customers are able to
recall the advertisements of Nestles Everyday but not of Amuls Amulya.
AMUL was considered a Premium brand in comparison to the regional brands
and hence, is considered costly. Therefore, people prefer buying local brands in
spite of Amulya.



14


2) Promotions and Connect
It was found that there was no significant recall of initiatives taken by AMUL due
to the lack of visibility. All the associations done with Amul are done at high level
at is targeted to bigger audience, but in a region like Manipal/Udupi, it failed to
promote the association among the consumers.
Television is considered to be the most impactful medium followed by Social
Media, Newspaper and Events/Causes while Internet and Billboards are
considered somewhat effective.
In region like Manipal and Udupi, the focus on the advertisement was on product
features, central idea and jingle/sound while tagline/logo was not given due
attention.
3) Key Drivers for Product Buy
Respondents were influenced by their family and friends in purchase of a product
and at times, through advertisements. Nestls Everyday is mostly used by the
world therefore; market penetration is expected to increase further.
Decisions were mostly influenced by Quality/Taste and brand name of the
product (Amulya and not Amul) while packaging and price didnt play a significant
role.
Respondents expressed their desire to purchase healthy products of brands
purchased by them.
4) Strategies to build and enhance connect
It was found that association of a brand with Social events/causes plays a driver
for respondents to purchase the products of that brand. The experiment done the
team to get the customer information, by giving them live demos, helped in
converting some respondents to buyers.


15


4.0 SUMMARY AND RECOMMENDATIONS
4.1 Summary of the Problem
The research was done to address the issues faced by Amul Company on Amulya. It
was stated that Amul had penetrated 70% of the market in Mangalore, Udupi and
Manipal. The study was done to address the remaining 30% of the customers in these
regions. The comparison was done with Nestls Everyday. The main problem was
identified as the awareness level amongst the consumers being very less.
4.2 Summary of the Findings
After analyzing the problem both qualitatively and quantitatively, 17 major variables were
identified. Out of these 17 variables, 4 factors (Brand Satisfaction->Convenience-
>Product Benfits->Health Related Concerns) were identified that addresses to buying
behavior.
The main findings were:
1. Brand perception, brand awareness of Amulya product was found low. People
are not aware about this product and its benefits.
2. Promotions and Connect amongst consumers for Amulya product is low. People
have not seen the advertisements and promotional campaigns for this product.
3. Key Drivers for Product Buy would be satisfaction from the brand and the
convenience of buying this product.
4. Amul need to build new strategies to build and enhance connect with the
audience in rural and urban areas.




16


5.0 Recommendations
The study in different phases of the project gained the insights from the respondents
on multiple parameters. With the findings gathered from the respondents, we
recommend that followings inputs be implemented for strengthening the AMUL
brand with the youth:
1. Amul is considered to be a popular brand and the products are readily accepted.
With Amulya, awareness is lagging in the market. Amul should target local
channels and local newspapers to increase the awareness level in rural sector
(Tier 2, Tier3 cities).
2. AMUL must use its image of Quality, Purity and Taste in all its product categories
to ensure consistent image and perception. The consistent image in all product
categories will benefit the brand as well as the products.
3. AMUL is perceived to be the brand that offers products with best price. Hence,
price should not be emphasized in promoting the brand. It should not be very
high as compared to local brands like Nandini.
4. AMUL must promote its healthy nature of products offered and build a healthy
brand image.
5. Brand associations with Events/Causes, that help the society, generate
significant impact on the youth. Hence, AMUL must setup some taste stalls in
More/Big Bazaar stores so that people can taste the new products live.
6. Consumers are driven by knowledge and simplicity, hence the advertisements
and campaigns must appeal to their self-conscious appeal. This will ensure an
instant connect of the brand.




17


6.0 APPENDIX
A. Questionnaire

Research Objective 1:
1. Are you aware of the daily whitener product?
Not at all aware
Slightly aware
Somewhat aware
Moderately aware
Extremely aware

2. Are you aware of Amulya Dairy Whitener?
Not at all aware
Slightly aware
Somewhat aware
Moderately aware
Extremely aware


3. Can you recall the last advertisement of Amulya product?
Not at all aware
Slightly aware
Somewhat aware
Moderately aware
Extremely aware


18


Research Objective 2:
1. How often do you use Dairy Whiteners/ Milk powder?
Daily
2-3 days
1-2 weeks
Monthly
Others

2. How often do you buy these products from Class A stores (Big Bazaars)?
Daily
2-3 days
1-2 weeks
Monthly
Others

3. How many times you prepare tea/coffee in a day?
0-2 times
2-3 times
4-5 times
5-6 times
>6 times

Research Objective 3:
1. When do you use dairy whiteners/Milk powder?
Travelling


19


At Home
Hostel/PG
Office

2. Rate on 1-5 scale for using Milk Powder as a satisfactory option for Tea/Coffee?
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
3. Rate on 1-5 scale for using Milk Powder as a satisfactory option for Ice
creams/Sweets/Cakes etc.?
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
Research Objective 4:
1. Which brand of Dairy Whiteners/Milk powder have you used recently?
Amulya
Nestle Everyday
Others

2. Do you buy the same brand of Dairy Whitener/Milk powder?(In Probability, 1-5)


20


Highly Probable
Moderately Probable
Neutral
Less Probable
Worst

3. What is the probability that you will buy Dairy whitener/Milk powder if the retailer
gives discounts? (In Probability, 1-5)
Highly Probable
Moderately Probable
Neutral
Less Probable
Worst

4. On a scale of 1 to 5, how much does brand affect your choice while buying milk
powder? (1-5, High to Low Importance)
Highly Important
Moderately Important
Neutral
Less Important
Worst

Research Objective 5:
1. On a scale of 1 to 5, how much does Qualityaffect your choice while buying
milk powder?


21


Highly Important
Moderately Important
Neutral
Less Important
Worst

2. On a scale of 1 to 5, how much does Purity affect your choice while buying
milk powder?
Highly Important
Moderately Important
Neutral
Less Important
Worst

3. On a scale of 1 to 5, how much does Availability affect your choice while
buying milk powder?
Highly Important
Moderately Important
Neutral
Less Important
Worst

4. On a scale of 1 to 5, how much does Packaging affect your choice while
buying milk powder?
Highly Important
Moderately Important


22


Neutral
Less Important
Worst

5. On a scale of 1 to 5, how much does Taste affect your choice while buying
milk powder?
Highly Important
Moderately Important
Neutral
Less Important
Worst

6. On a scale of 1 to 5, how much does Price affect your choice while buying
milk powder?
Highly Important
Moderately Important
Neutral
Less Important
Worst

7. On a scale of 1 to 5, how much does Freshness affect your choice while
buying milk powder?
Highly Important
Moderately Important
Neutral
Less Important


23


Worst

8. On a scale of 1 to 5, how much does Nutrition affect your choice while buying
milk powder?
Highly Important
Moderately Important
Neutral
Less Important
Worst

9. On a scale of 1 to 5, how much does Nature Friendly affect your choice while
buying milk powder?
Highly Important
Moderately Important
Neutral
Less Important
Worst

10. On a scale of 1 to 5, how much does Value for Money affect your choice
while buying milk powder?
Highly Important
Moderately Important
Neutral
Less Important
Worst



24


11. On a scale of 1 to 5, how much does Convenience affect your choice while
buying milk powder?
Highly Important
Moderately Important
Neutral
Less Important
Worst

12. On a scale of 1 to 5, how much do advertisements affect your choice while
buying milk powder?
Highly Important
Moderately Important
Neutral
Less Important
Worst











25


7.0 REFERENCES
7.1 Books
1. Malhotra, Naresh (2012). Marketing Research An Applied Orientation. New
Jersey:Prentice Hall
2. Nargundkar, Rajendra(2011). Marketing Research. Noida: Tata Magraw Hill
7.2 Websites
1.Balakrishna,V.N.(n.d.), Amul-brand of milk products, Retrieved from
http://www.thehindubusinessline.com/features/amul-brand-of-milk-and-
products/article4746936.ece

8.0 LIST OF ILLUSTRATIONS

A. Figures


Fig.1. Gender of Respondents



26



Fig.2. Age Group of Respondents




Fig.4. Tea/Coffee Usage Frequency
80%
8%
12%
STUDENT
PROFESSIONAL
OTHERS
PROFESSION OF RESPONDENTS
5.71
11.43
37.14
34.29
11.43
0.00
10.00
20.00
30.00
40.00
0-2 TIMES 2-3 TIMES 4-5 TIMES 5-6 TIMES >6 TIMES
FREQUENCY OF TEA/COFFEE CONSUMPTION IN A
DAY
PERCENTAGE
Fig.3 Profession of
respondentsresporespondents


27



Fig.5 Overall Awareness Level of Amul Brand





Fig.7. No. of cases processed for Cronbachs Alpha
6.12
36.73
22.86
20.00
14.29
0.00
10.00
20.00
30.00
40.00
NOT AT ALL
AWARE (1)
SLIGHTLY
AWARE (2)
SOMEWHAT
AWARE (3)
MODERATELY
AWARE (4)
EXTREMEMLY
AWARE (5)
OVERALL AWARENESS
PERCENTAGE
11.43
31.43
21.63
17.55
17.96
0.00
5.00
10.00
15.00
20.00
25.00
30.00
35.00
NOT AT ALL
AWARE (1)
SLIGHTLY
AWARE (2)
SOMEWHAT
AWARE (3)
MODERATELY
AWARE (4)
EXTREMEMLY
AWARE (5)
AWARENESS ON AMULYA
PERCENTAGE
Fig.6 Frequency of Awareness of Amulya Product



28



Fig.8. Number of items (variables used) and CronbachsAlpha(0.709->Accepted value)

Fig.9. Independent Variables Means and Standard Deviation





29



Fig.10. Brand Loyalty


Fig.11 Quality of Product



11%
11%
20%
29%
29%
ARE YOU BRAND LOYAL ?
HIGHLY PROBABLE
MODERATELY
PROBABLE
NEUTRAL
LESS PROBABLE
Fig.12. shows the acceptance of respondents for Amulya in Sweets,
Cakes


30



Fig.13. shows the acceptance of respondents for Amulya in Tea/Coffee

Fig.14. shows the discountspreferences for Amulya

26%
14%
9% 14%
37%
DAIRY WHITENER AS A SUBSTITUTE IN
TEA/COFFEE
STRONGLY AGREE
AGREE
NEUTRAL
DISAGREE
23%
14%
26%
28%
9%
EFFECT OF DISCOUNTS ON REPURCHASE
HIGHLY PROBABLE
MODERATELY PROBABLE
NEUTRAL
LESS PROBABLE
UNLIKELY
Fig.15. shows the taste preferences of customers


31




Fig.16. shows the purity preferences of customers


Fig.17. shows the freshness preferences of customers

Fig.18. shows the advertisements preferences of customers


32



Fig.19. shows the packaging preferences of customers


Fig.20. shows the price preferences of customers

Fig.21. shows the nutrition preferences of customers
17%
20%
49%
14%
0%
EFFECT OF PACKAGING ON PURCHASE
HIGHLY IMPORTANT
MODERATELY
IMPORTANT
NEUTRAL
LESS IMPORTANT
20%
14%
17%
23%
26%
EFFECT OF PRICE ON PURCHASE
HIGHLY IMPORTANT
MODERATELY IMPORTANT
NEUTRAL
LESS IMPORTANT
LEAST IMPORTANT
3%
26%
34%
37%
0%
EFFECT OF NUTRITION ON PURCHASE
HIGHLY IMPORTANT
MODERATELY IMPORTANT
NEUTRAL
LESS IMPORTANT
LEAST IMPORTANT


33



Fig.22. shows the value for money preferences of customers

Fig.23. shows the convenience preferences of customers

Fig.24. shows the nature friendliness preferences of customers

34%
9%
51%
6% 0%
EFFECT OF VALUE FOR MONEY ATTRIBUTE
ON PURCHASE
HIGHLY IMPORTANT
MODERATELY
IMPORTANT
NEUTRAL
LESS IMPORTANT
6%
26%
37%
31%
0%
EFFECT OF CONVENIENCE ON PURCHASE
HIGHLY IMPORTANT
MODERATELY
IMPORTANT
NEUTRAL
LESS IMPORTANT
26%
11%
20%
23%
20%
PREFERENCE TOWARDS NATURE FRIENDLY
DAIRY WHITENERS
HIGHLY IMPORTANT
MODERATELY IMPORTANT
NEUTRAL
LESS IMPORTANT
LEAST IMPORTANT


34



Fig.25 Factor Analysis Communality Matrix


Fig.26. Total Variance Explained


35



Fig.27. Component Matrix


Fig.28 Rotated Component Matrix





36







Fig.29. Factor Analysis Variables Similarity





Fig.30 Factor

Fig.31 Scree Plot

Factors Similar Behavior Patterns
Factor1 Taste, Value for Money, Advertisements,
Freshness
Factor2 Nature Friendly, Quality, Packaging
Factor3 Nutrition, Convenience, Price
Factor4 Brand Satisfaction (Cakes, Sweets), Brand
Satisfaction (Tea/Coffee), Brand Loyalty
Factor5 Brand Recall
Factors New Names
Factor1 Product Benefits
Factor2 Health Related Concerns
Factor3 Convenience
Factor4 Brand Satisfaction
Factor5 Brand Recall


37



Fig.32.All Case Analysis

Fig.33. Group Means


Fig.34.Retest on Group Means



38






Fig.37. Amulya Buyers vsAmulyaNonBuyers




Fig.35.Canonical Discriminant
Function
Fig.36.Structure Matrix