CONTENTS

Sr. Chapter Name Page No.

No.

1. Introduction & History 7

2. Marketing Research 17

3. Research Design 21

4. Limitations 45

5. My Findings 46

6. Suggestions 47

7. Conclusion 48

8. Bibliography 49

2
 ANAND MILK UNION LIMITED

THE KAIRA DISTRICT CO-OPERATIVE MILK

PRODUCERS’ UNION LIMITED
ANAND

3
 INTRODUCTION AND HISTORY

In the year 1946 the first milk union was established. This union was started
with 250 liters of milk per day. In the year 1955 AMUL was established. In the
year 1946 the union was known as KAIRA DISTRICT CO-OPERATIVE
MILK PRODUCERS’ UNION. This union selected the brand name AMUL in
1955.

The brand name Amul means “AMULYA”. This word derived form the
Sanskrit word “AMULYA” which means “PRICELESS”. A quality control
expert in Anand had suggested the brand name “AMUL”. Amul products have
been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder,
Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul
Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food
brand in India. (The total sale is Rs. 6 billion in 2005). Today Amul is a symbol of
many things like of the high-quality products sold at reasonable prices, of the
genesis of a vast co-operative network, of the triumph of indigenous technology, of
the marketing savvy of a farmers' organization. And have a proven model for dairy
development (Generally known as “ANAND PATTERN”).

In the early 40’s, the main sources of earning for the farmers of Kaira district
were farming and selling of milk. That time there was high demand for milk in
Bombay. The main supplier of the milk was Polson dairy limited, which was a
privately owned company and held monopoly over the supply of milk at Bombay
from the Kaira district. This system leads to exploitation of poor and illiterates’
farmers by the private traders. The traders used to beside the prices of milk and the
farmers were forced to accept it without uttering a single word.

However, when the exploitation became intolerable, the farmers were

frustrated. They collectively appealed to Sardar Vallabhbhai Patel, who was a
leading activist in the freedom movement. Sardar Patel advised the farmers to sell
the milk on their own by establishing a co-operative union, Instead of supplying
milk to private traders. Sardar Patel sent the farmers to Shri Morarji Desai in
order to gain his co-operation and help. Shri Desai held a meeting at Samarkha
village near Anand, on 4th January 1946. He advised the farmers to form a society
for collection of the milk.

4
 These village societies would collect the milk themselves and would decide
the prices at which they can sell the milk. The district union was also form to
collect the milk from such village co-operative societies and to sell them. It was
also resolved that the Government should be asked to buy milk from the union.

However, the govt. did not seem to help farmers by any means. It gave the
negative response by turning down the demand for the milk. To respond to this
action of govt., the farmers of Kaira district went on a milk strike. For 15 whole
days not a single drop of milk was sold to the traders. As a result the Bombay milk
scheme was severely affected. The milk commissioner of Bombay then visited
Anand to assess the situation. Having seemed the condition, he decided to fulfill
the farmers demand.

Thus their cooperative unions were forced at the village and district level to
collect and sell milk on a cooperative basis, without the intervention of
Government. Mr. Verghese Kurien showed main interest in establishing union
who was supported by Shri Tribhuvandas Patel who lead the farmers in forming
the Co-operative unions at the village level. The Kaira district milk producers
union was thus established in ANAND and was registered formally on 14th
December 1946. Since farmers sold all the milk in Anand through a co-operative
union, it was commonly resolved to sell the milk under the brand name AMUL.

5
 AMUL'S SECRET OF SUCCESS

The system succeeded mainly because it provides an assured market at

remunerative prices for producers' milk besides acting as a channel to market the
production enhancement package. What's more, it does not disturb the agro-system
of the farmers. It also enables the consumer an access to high quality milk and milk
products. Contrary to the traditional system, when the profit of the business was
cornered by the middlemen, the system ensured that the profit goes to the
participants for their socio-economic upliftment and common good.

Looking back on the path traversed by Amul, the following features make it a
pattern and model for emulation elsewhere.

Amul has been able to:

• Produce an appropriate blend of the policy makers farmers board of

management and the professionals: each group appreciating its rotes and
limitations,
• Bring at the command of the rural milk producers the best of the technology
and harness its fruit for betterment.
• Provide a support system to the milk producers without disturbing their agro-
economic systems,
• Plough back the profits, by prudent use of men, material and machines, in
the rural sector for the common good and betterment of the member
producers and
• Even though, growing with time and on scale, it has remained with the
smallest producer members. In that sense. Amul is an example par
excellence, of an intervention for rural change.

The Union looks after policy formulation, processing and marketing of milk,
provision of technical inputs to enhance milk yield of animals, the artificial
insemination service, veterinary care, better feeds and the like - all through the
village societies. Basically the union and cooperation of people brought Amul into
fame i.e. AMUL (ANAND MILK UNION LIMITED), a name which suggest
THE TASTE OF INDIA.

6
 BOARD MEMBERS

Shri Ramsinh Prabhatsinh Chairman

Parmar
Shri Rajendrasinh Dhirsinh Vice-Chairman
Parmar
Shri Dhirubhai Amarsinh Zala Director
Smt. Mansinh Kohyabhai Director
Chauhan
Shri Maganbhai Gokalbhai Zala Director
Shri Shivabhai Mahijibhai Director
Parmar
Shri Pravinsinh Fulsinh Solanki Director
Shri Chandubhai Madhubhai Director
Parmar
Shri Bhaijibhai Amarsinh Zala Director
Shri Bipinbhai Manishankar Director
Joshi
Smt. Sarayuben Bharatbhai Patel Director
Shri Ranjitbhai Kantibhai Patel Director
Shri B. M. Vyas Managing
Director
G.C.M.M.F
Shri Deepak Dalal District Registrar
Shri Rahul Kumar Managing
Director

7
 MARKETING RESEARCH

Marketing research plays an important role in the process of marketing.

Starting with market component of the total marketing talks. It helps the firm to
acquire a better understanding of the consumers, the competition and the marketing
environment.

DEFINITION

“Marketing research is a systematic gathering, recording and analysis marketing

problem to facilitate decision making.”
- Coundiff & Still.

“Marketing research is a systematic problem analysis, model building and fact

finding for the purpose of important decision making and control in the marketing
of goods and services.
- Phillip Kotler.

MAIN STEPS INVOLVED IN MARKETING RESEARCH

Defining the Marketing Problem to be tackled and identifying the market research
problem involved in the task.

(1) Define the problem and its objectives :- This includes an effective job
in planning and designing a research project that will provide the needed
information. It also includes the establishment of a general framework of
major marketing elements such as the industry elements, competitive
elements, marketing elements and company elements.

(2) Identify the problem :- Identifying the problem involves getting

acquainted with the company, its business, its products and market
environment, advertising by means of library consultation and extensive
interviewing of company’s officials.

(3) Determining the specific Information needed :- In general the

producer, the manufacturer, the wholesaler and the retailer try to find out
four things namely :-
(1) What to sell ; (2)When to sell
(2) Where to sell and (4)How to sell
8
 (4) Determine the sources of information :-

(a) Primary Data :- Primary datas are those which are

gathered specially for the project at hand, directly – e.g.
through questionnaires & interviews. Primary data sources
include company salesman, middleman, consumers,
buyers, trade association’s executives & other businessman
& even competitors.
(b) Secondary Data :- These are generally published sources,
which have been collected originally for some other
purpose. Source are internal company records, government
publication, reports & publication, reports & journals,
trade, professional and business associations publications
& report.

(5)Decide Research methods for collecting data :- If it is

found that the secondary data cannot be of much use, collection of
primary data become necessary. Three widely used methods of
gathering primary data are

A) Survey Method :- In this method, information gathered directly from

individual respondents, either through personal interviews or through mail
questionnaires or telephone interviews.

B) Observation Method :- The research data are gathered through

observing and recording their actions in a marketing situation. This technique is
highly accurate. It is rather an expensive technique.

C) Experimental Method :- This method involves carrying out a small

scale trial solution to a problem, while at the same time, attempting to control all
factors relevant to the problem. The main assumption here is that the test
conditions are essentially the same as those that will be encountered later when
conclusions derived from the experiment are applied to a broader marketing area.

D) The Panel Research :- In this technique the same group of respondents

is contacted for more then one occasion; and the information obtained to find out if
there has been any in their taste demand or they want any special quality, color,
size, packing in the product.

9
 a) Preparation of questionnaire
b) Presetting of questionnaire
c) Planning of the sample

(4) Tabulate, Analysis and Interpret the Data :-

The report must give/contain the following information:-
a. The title of research
b. The name of the organization for which it has been Conducted
c. The objectives of research
d. The methodology used
e. Organization and the planning of the report
f. A table of contents along with charts and diagrams used in the reports
g. The main report containing the findings
h. Conclusion arrived at end recommendations suggested
i. Appendices (containing questionnaire / forms used sample design,
instructions.)

(6) Follow-up the study :- The researchers, in the last stage, should follow up this
study to find if his recommendation are being implemented and if not, why.

RESEARCH DESIGN

“Advertising is a paid form of non-personal presentation and promotion of ideas,

goods or services by an identified sponsor.”

1. RESEARCH PROBLEM

 Increase the awareness level of AMUL CHOCOLATE.

 Seek the general perception of consumer towards AMUL CHOCOLATE.

 To find the performance of AMUL CHOCOLATE vis-à-vis other Brands.

 To know the consumer psyche and their behaviour towards AMUL

CHOCOLATE

10
2. RESEARCH OBJECTIVES & related sub objectives

 To know the relationship of sales with the advertisement.

 To know awareness of people towards Amul chocolates.

 To know in which segment chocolates are mostly like/preferred.

 To know which advertisement tool is mostly preferred by people.

 To know the preference of Amul chocolates with comparison to

Other competitive brands.

 To know the factors which affects consumer’s buying behaviour

to purchase chocolates.

3. Information requirement

• First, I had to know about all the competitors present in the chocolate
segment (Reputed and well established brands as well as Local brands).

• Before going for the survey I had to know the comparative packs and
prices of all the competitors existing in the market.

• Since chocolate is a product that attracts children and youngsters hence I had
to trace the market and segment it, which mainly deals with people of
various age groups.

• As chocolate is different product, the main information needed is the various

types of chocolates available in the market, their calorific value and various
other facts. They can be termed as :

• As Amul chocolate advertisements are mainly done through hoardings but

on television the advertisement is being telecasted timely and on the proper
time or not.

11
 AMUL CHOCOLATE is made from Sugar, Cocoa Butter, Milk Solids,
Chocolate mass.

Composition:
• Milk Fat 2%
• Sugar 55%
• Total Fat 32.33%
(Milk Fat + Cocoa Fat)
• Cocoa Solids 7.5%
• Milk Solids 20%

4. Choice of research design – alternatives & choice

Despite the difficulty of establishing an entirely satisfactory classification system,

it is helpful to classify marketing research on the basis of the fundamental
objectives of the research. Consideration of the different types, their applicability,
their strengths, and their weakness will help the student to select the type best
suited to a specific problem.

The two general types of research are:

♣ EXPLORATORY RESEARCH

♣ CONCLUSIVE RESEARCH

12
5. RESEARCH INSTRUMENT USED - DETAILS & WHY?

If one wants to know what type of dentifrice people use, what they think of,
television commercials, or why they buy particular brands of cars, the natural
procedure is to ask them. Thus, the questionnaire method has come to be the more
widely used of the two data collection method. Many consumers are now familiar
with the telephone caller who greets them with “We are making a survey”, and
then proceeds to ask a series of questions. Some interviews are conducted in
person, others by telephone, and others by mail. Each of these has its special
advantages and disadvantages and limitations. The questionnaire method in
general, however, has a number of pervasive advantages and disadvantages.
Discussion of particular variations will be more meaningful if these characteristics
of the general methods are brought out first.

A questionnaire consists of list of questions to be asked from the respondents and

the space provided to record the answer / responses. Questionnaire can be used for
the personal interviews, focus groups, mails and telephonic interviews. The choice
among these alternatives is largely determined by the type of information to be
obtained and by the type of respondents from whom it is to be obtained. The
common factor in all varieties of the questionnaire method is this reliance on verbal
responses to question, written or oral.

Questionnaire in the project consists of:

♣ MULTIPLE CHOICE QUESTIONS:

Questions of this type offer the respondents an alternative to choose the right
answer among others. It is faster, time saving and less biased. It also simplifies the
tabulating process.

♣ OPEN END QUESTIONS:

In this type respondents are free to answer in their own words and express the ideas
they think are relevant, such questions are good as first questions or opening
questions. They introduce the subject and obtain general reaction.

♣ DICTHOMUS:

These are the questions which are Boolean in nature. These answers are
straightforward and respondents have to answer them in a straight way. That means
the answer can only be either ‘Yes” or ‘

13
6. SAMPLING TECHNIQUE USED & SAMPLE SIZE - WHY?

Sample design is a definite plan of obtaining some items from the whole
population. The sample design used in this project is two state sampling i.e. Cluster
and convenience. In the probability sampling methods, each items in the sample is
chosen one at a time from a complete list of universe elements. In marketing
research practice, it will sometimes be more expedient to select clusters or groups
of universe elements, rather than to choose sample items individually.

Sampling methods in which universe elements are chosen in groups ---- rather than
individually -- are called cluster-sampling methods. They are widely used in the
sampling of human populations. When no complete universe listing exists, a type
of sampling is called area sampling may be the only practically feasible form of
probability sampling.

SAMPLING METHODS

Sample design is a definite plan of obtaining some items from the whole
population. The sample design used in this project is two state sampling i.e. cluster
sampling and convenience sampling. The whole city was divided into some
geographical areas and I have chosen Memnagar, Ashram road, Sattelite, Bopal,
Bodekdev, Vastrapur, Navrangpura, Usmanpura, Maninagar and
Narayanpura. The total sample size was 200.

 CLUSTER SAMPLING

Here the whole area is divided into some geographical area and a definite number
of consumers were to be surveyed.

 CONVINIENCE SAMPLING

This type of sampling is chosen purely on the basis of convenience and according
to convenience.I visited Garden, Parks, Temple, Superstores, Theatres and
Gymnasium.

14
 SAMPLING

1. Sampling Technique : Non probability sampling

(A non probability sampling technique is
that in which each element in the
population does not have an equal
chance of getting selected)

2. Sample Unit : People who buy chocolates available

in retail outlets, superstores, etc

3. Sample size : 200 respondents (Age ranging

between 15 yrs to 65 yrs)

4. Method : Direct interview through questionnaire.

5. Data analysis method : Graphical method.

6. Area of survey : Ahmadabad District.

7. Timing of survey : 9.00 am to 12.30 pm and 5.00 pm to

8.00 pm

15
 FIELD WORK- METHOD USED FOR DATA COLLECTION

• Questionnaire was prepared keeping the objective of research in mind.

• Questions were asked to respondents as regards to there willingness to

purchase Chocolates.

• The help of questionnaires conducted direct interviews, in order to get

accurate information.

• In order to get correct information I had to approach consumers ranging from

15 yrs to 65 yrs.

• I visited as many respondents as I can and asked them their real likings about
any chocolate and also got an idea, How a chocolate should be?

• It is really a Herculean task to understand Consumer Behaviour, as the

definition suggest, “Consumer behaviour is a physical activity as well as
decision process individual engaged in when evaluating, acquiring, using
and disposing goods and services”.

• In order to collect accurate information I visited to Garden, Parks, Temple,

Superstores, Theatres and Gymnasium, each and every question was
filled personally by the respondents and checked properly.

• People were not willing to answer, when they were contacted between 1.00
pm to 5.00 pm, the time when most of the people take rest during the
scorching heat.

16
 PRIMARY TABULATION & INTERPRETATION

[1] What kind of Chocolate do you eat?

Branded 92 %
Non branded 08%

K IN D OF C H OC OLATE

8%

bra nde d

nonbra nde d

92%

INFERENCE

92% respondents in the region of Ahmedabad consume Branded Chocolates,

while 8% still consume non branded.

[2] Who uses chocolates in your family?

Children 34 %
Teenager 33 %
Young 26 %
Old 07 %

17
 CHOCOLATE USERS

7%
0% Children
35%
26%
Teenage
r
Young

32%

INFERENCE

Mostly children & teenagers likes chocolates in their families. So we should give
stress on children & tenager segment to increase market share. Young people also
using chocolates for consuming & for giving as a gift.

[3] What form of Chocolate do you like?

Cookies 14%
Bar 60%
Wafer 20%
Other 06%

Formof chocolate

6% 14% Cookies
20%
Bar
Wafer
Other

60%

INFERENCE

The above diagram suggest that the most preferred form is bar i.e. 60%, followed
by wafer i.e. 20%, Cookies are all time favorites with
14% while other forms are preferred to the extent of 6%.

18
[4] Which Television channel you like to watch most?

STAR 100
ZEE 15
SONY 30
CARTOON 30
Others 25

T .V .C H A N N E L P R E F E R E N C E

O th e rs
25

C a rto o n
30

Sony
30

Ze e
15

100

S ta r

0 20 40 60 80 100 120

INFERENCE

Mostly people like STAR channel. This channel is very popular among all the age
group people. SONY & CARTOON channels are also popular but not as STAR. In
other channels sports and news channels are preferred. CARTOON channel is
specially preferred by children. So it will be more beneficial top give
advertisements on STAR & CARTOON channels, it covers all the age groups.

[5] In between what time you like to watch television?

Timings _____________

5 to 8 pm 33 %
8 to 11 pm 37 %
Late Night 10 %
Morning 15 %
Afternoon 05 %

19
 TIMING PREFERENCE

5%
5 to 8pm

15% 8 to 11pm
32%
10% Late night
Morning
38%
After noon

INFERENCE

From the survey it was found that 37% of the respondents likes to watch T.V. after
8 pm to 11 pm. Because Mostly people belong to service class & females in the
families got their work by this time. At 5 to 8 pm 33% respondents in which
especially children watch cartoon channel & etc. so it is good to advertise on
preferred channels on these timings.

[6] By which media you prefer to watch advertisements?

Television 67 %
Hoardings 17 %
Newspapers 08 %
Magazines 05 %
Others (Mention) 03 %

MEDIA PREFERENCE TO WATCH ADVERTISEMENT

3%
5% Television
8%
0% Hoardings
17% Newspapers
Megazines
67%
Others

20
INFERENCE

Mostly people like to watch an advertisement through Television because most of

them belongs to service class. Children are getting attracted through advertisement
on television and hoardings. Company tries to give attractive advertisement
through T.V. and hoardings because advertisement through hoardings is less costly.

[7] What factors effects you in a chocolate advertisement?

Brand ambassador 60
Jingles 30
Comedy 45
Music 40
Emotions 20
Others (Mention) 05

EFFECTIVE FACTORS

70
60
50
40
30
20
10
0
or

s
ns
ic
le

ed

er
ad

us

io
ng

th
om
ss

ot
M

O
Ji

m
ba

E
am
nd
ra
B

INFERENCE

Good Brand Ambassador generally effects people’s perception towards a product

and create an image in their mind. Mostly people likes to see celebrities like
Amitabh Bacchan, Sachin Tendulkar, M.S.Dhoni, Saniya Mirza etc. as a Brabd
Ambassador in chocolate advertisements.At the same time people like comedy,
slow music & specially children like jingles in advertisements.

21
[8] Have you ever tasted Amul Chocolate?

Yes 90 %
No 10 %

Ever Tasted

10%

Yes

No

90%

INFERENCE

The chart shows that 90% respondents have tasted Amul Chocolate, while still
10% have not tried Amul Chocolates.
Amul must use proper techniques in order to cater the needs of every common
man.

[9] Can you recall AMUL Chocolate advertisement?

Yes 32 %
No 68 %

A
dvertisingEffectiveness

32%
Y
es

No

68%

INFERENCE
Here it was observed that only 32% respondents in the city of Ahmedabad were
able to recall Amul Chocolate advertisement. This shows how much Amul lags
behind in promotional activities and advertisement. Therefore Amul must use
strong promotional activities and advertisement in order to retain their potential
consumers
22
[10] Which Chocolate do you like most?

Nestle 28%
Cadbury 58%
Amul 13%
Any other 01%

Market share

13% 1%
28% Nestle
Cadbury
Amul
Any other
58%

INFERENCE

We can clearly gauge from the pie chart that Cadbury being on the top slot with
58% market share dominates the chocolate market, followed by Nestle with 28%
share, whereas Amul have only 13% market share and thus lags behind.

23
[11] What is the frequency of purchasing Chocolate?

Daily 17 %
Weekly 22 %
Fortnightly 13 %
Occasionally 48 %

Frequency of
purchase

17% Daily
48% Weekly
Fortnightl
22% y
13% Occasionally

INFERENCE

The frequency of chocolate differ a lot where 17% respondents buy it daily, 22%
weekly, 13% fortnightly, and there is a Hugh chunk of people who buy chocolate
occasionally

24
[12] How do you scale your Chocolate?

ATTRIBUTE POOR AVERAGE GOOD EXCELLEN

T

PRICE 48% 22% 23% 07%

SWEETNESS 20% 14% 20% 46%

PACKAGING 33% 18% 12% 37%

SOFTNESS 12% 16% 23% 49%

SCHEMES 37% 13% 17% 33%

AVAILABILIT 12% 15% 23% 50%

Y

25
 LIMITATIONS

 Limited time available for interviewing the respondents. As a result of this it

was not possible to gather full information about the respondents.

 When I interviewed children and teenagers, sometimes they use to

give answers under the influence of their parents or elders.

 As summer training is going under summer season so sometimes

people are less interested in filling up questionnaire.

 Sometimes the problem which I face is language problem for which I have to
make them understand.

 Non-cooperative approach and rude behavior of the respondents.

 If the respondents answer does not falls between amongst the options given
then it will turn up to be a biased answer.

26
 FINDINGS

 During the survey it was found that still there are 10% people who
have not tasted Amul Chocolate.

 Lake of Awareness in consumers. Many people are not know about Amul
chocolates specially children and teenagers.

 As I found that the main product of Amul is Milk and company firstly
wants to capture maximum market share in milk market which is approx.
66%, after it Amul is concentrating upon butter & cheese which has market
share of approx. 88%, so it is not concentrating upon chocolates.

 When I interviewed people then many of the people can not recall Amul
chocolate advertisement. It shows Lake of Advertisement or
advertisement is not timely given or advertisement is not given on right
time.

 In its advertisement is not using any brand ambassador which attracts all
age group people like Cadbury.

 There is lake of Sales Promotional Activities i.e. free tattoo, extra weight,
toys, quiz contest etc.

 Cadbury is main competitor and strategically better performer then Amul.

 I find the main thing is that “Amul” brand name has very good image in
consumer’s mind and they consider it as Pure & Good Product.

 People who have tasted Amul Chocolate are not ready to purchase the same
again.

27
 SUGGESTIONS

 In order to maintain and increase the sales in the city of Ahmedabad, the
following recommendations regarding Amul Chocolates; particularly
regarding advertisement, distribution, promotional policies, etc, are hereby
suggested:

 First and foremost Amul should take proper action in order to improve
service, because although being on a top slot in Butter and milk supplies it
does not get the sales in chocolate, which it should get.

 Company should use brand ambassador which attracts each age segment
i.e. Saniya Mirza, Shaktimaan, Amitabh Bacchan, Superman, Krrish, Jadoo
etc.

 Amul should give local advertisements apart from the advertisements given
at the national level. Local advertisement must mention the exclusive Amul
shops of the city.

 Try and change the perception of the people through word of mouth about
Amul in advertisements, because they are the best source to reach Children
and families.

 Though Amul chocolate advertisements are rarely shown on television yet

many people could recall it as per the data of research. It shows that there is
only need to give advertisement only to rememorize customers. Because
Amul is very strong brand name.

 Company should launch chocolate in new attractive packing to change

image of Amul chocolate in consumers mind.

 Company should introduce sales promotion schemes like free weight,

pranky, tattoo, contest, free gifts etc.

 Advertisement can be done with the help of animations that attracts children
and teenagers because chocolates are consumed largely in this segment.

28
  Company should launch chocolates in new flavors like –

Mix Fruit
 Pineapple
Elaichi
 Coffee
 Strawberry
Banana
 Mango

CONCLUSION

As we know that Amul is very big organization and market leader in

dairy products. It has maximum market share in Milk, Butter and Cheese, which
are its main/core products. As we know Amul is a co-operative organisaion but
chocolate industry is a profitable industry we can’t ignore it. With the help of
research, company can find out its week points in chocolate product and can
increase its market share through rectify mistakes. People have believed in Amul’s
product and they will accept its chocolates also if effective actions were taken.

The survey resulted into following conclusions :

 Amul must come up with new promotional activities such that people
become aware about Amul Chocolates like Chocozoo, Bindaaz, and
Fundoo.

 Quality is the dominating aspect which influences consumer to purchase

Amul product, but prompt availability of other chocolate brands and
aggressive promotional activities by others influences the consumer
towards them and also leads to increase sales.

 In comparison to Amul Chocolate, the other players such as Cadbury,

Nestle, and Perfetti provide a better availability and give competition to
the hilt.

 People are mostly satisfied with the overall quality of Amul Chocolate, but
for the existence in the local market Amul must use aggressive selling
techniques.

29
 BIBLIOGRAPHY

1. www.amul.com

2. www.amuldairy.com

3. www.google.com

4. www.marketresearch.com

5. www.dairy.com

6. Research Methodology. ( Harper W.Boyd, C. R. Kothari )

30
 QUESTIONNAIRE

[1] What kind of Chocolate do you eat?

Branded ______ Non-branded ______

[2] Who uses chocolates in your family?

Children Teenager
Young Old

[3] What form of Chocolate do you like?

Cookies _____ Bar _____
Wafer _____ Other _____

[4] Which Television channel you like to watch most?

STAR _______ ZEE ________
SONY _______ CARTOON ________
Others _______

[5] In between what time you like to watch television?

Timings _____________

[6] By which media you prefer to watch advertisements?

Television Hoardings
Newspapers Magazines
Others (Mention)

[7] Which advertisement you like the most?

_______________

[8] What factors effects you in a chocolate advertisement?

Brand ambassador _______ Jingles ________
Comedy _______ Music ________
Others (Mention) _______

[9] Have you ever tasted Amul Chocolate?

Yes _____ No ______

[10] Can you recall AMUL Chocolate advertisement?

Yes ____ No ____

[11] What is the frequency of purchasing Chocolate?

Daily ______ Weekly _______
Fortnightly ______ Occasionally _______

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[12] How do you scale your Chocolate?

ATTRIBUTE POOR AVERAGE GOOD EXCELLENT

PRICE

SWEETNESS

PACKAGING

SOFTNESS

SCHEMES

AVAILABILITY

[13] Which Chocolate do you like most?

AMUL ____________
CADBURY ____________
NESTLE ____________
PERFETTI ____________
OTHERS ____________

[14] What would you like to see in a chocolate advertisement?

______________________________________________
______________________________________________
______________________________________________
______________________________________________
NAME: ___________

AGE: ___________

10-15 15-25 25-35 35-45 45 and above

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