A PROJECT

REPORT ON

TO STUDY THE CONSUMER SATISFACTION FOR

AMUL MILK IN NASHIK REGION FOR

GUJARAT CO-OPERATIVE MILK MARKETING

FEDERATION.

SUBMITTED TO

SAVITRIBAI PHULE PUNE UNIVERSITY

IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF

MASTER OF BUSINESS ADMINISTRATION (MBA)

SUBMITTED BY

MR.YASH MOHAN DESAI

UNDER THE GUIDANCE OF

ASST.PROF. JEEVAN AHIRE

DEPARTMENT OF MANAGEMENT STUDIES

SANDIP FOUNDATION'S
SANDIP INSTITUTE OF TECHNOLOGY & RESEARCH
CENTRE, NASHIK- 422213
2017-18
1
 STUDENT’S DECLARATION

I undersigned hereby declare that, the project entitled, “TO STUDY THE
CONSUMER SATISFACTION FOR AMUL MILK IN NASHIK
REGION FOR GUJARAT CO-OPERATIVE MILK MARKETING
FEDERATION ” is executed as per the course requirement of two year full
time MBA program of Savitribai Phule Pune University. This report has not
been submitted by me or any other person to any other University or Institution
for a degree or diploma course. This is my own and original work.

Place: Nashik

Date:……… Yash Mohan Desai

2
 ACKNOWLEDGEMENT

A summer project is the golden opportunity for learning and self –

development. I consider myself very lucky and honored to have so many
wonderful people lead me through in completion of this project.

I wish to express my indebted gratitude and special thanks to “Gujarat Co-

operative Milk Marketing Federation Ltd.”& all the staff members especially
my guide and mentor Mr. Sameer Shinkar in spite of their busy schedule took
time to hear guide and keep me on the correct path and allowing me to carry out
my project work.

I express my gratitude to Sandip Institute of technology and Research

Centre Dept. of MBA for giving me this opportunity, I am also thankful to our
HOD Prof. (Dr.) Rakesh Patil sir, deepest thanks to college guide Prof.
Jeevan Ahire sir for his guidance and support. He supports me by helping me
to understand different methods of collection about the project and the
company. He helped me whenever I needed and he gave me the right direction
towards completion of project.

Signature of the Student

3
 CONTENTS

Chapter no. TITLE Page no.

COLLEGE CERTIFICATE I

COMPANY CERTIFICATE II

STUDENT’S DECLARATION III

ACKNOWLEDGEMENT IV
Executive Summary 2
I
Objectives of the Study 5
II
Company Profile 7
III
Theoretical Background 31
IV
Research Methodology 37
V
Data Analysis and Interpretation 43
VI
Findings 54
VII
Conclusions 56
VIII
Suggestions / Recommendations 58
IX
ANNEXURE 60

BIBLIOGRAPHY 66

4
 LIST OF GRAPHS

Page
Sr. No. Graph No. Title of Graph No.
1 1 Turn Over Of GCMMF 15
2 2 Total milk procurement by GCMMF 16

LIST OF TABLES

Page
Sr. No. Table No. Title of Table No.
1 1 Financial Structure 13

LIST OF FIGURES

Page
Sr. No. Figure No. Title of Figure/Pie charts No.
1 1 Q.1) Are you aware of Amul milk? 44
2 2 Q.2) Do you purchase Amul milk? 45
3 3 Q.3) If no, then which brand do you prefer? (31respondents) 46
4 4 Q.4) How much quantity of milk do you buy daily? (69 respondents) 47
5 5 Q.5) How frequently do you buy Amul milk? 48
6 6 Q.6) Which type of Amul milk do you purchase? 49
7 7 Q.7) Which factor do you prefer while buying of Amul milk? 50
8 8 Q.8) Is the Amul milk conveniently available? 51
9 9 Q.9) Are you satisfied with Amul milk? 52
10 10 Q.10) Would you suggest Amul milk to other consumers? 53

5
 LIST OF ABBREVIATION
Sr. No. Abbreviation Full Form of Abbreviation
1 GCMMF Gujarat Cooperative Milk Marketing Federation Ltd
2 HoReCa Hotel/Restaurant/Café
3 APEDA The Agricultural and Processed Food Products Export Development Authority

6
 CHAPTER-1

EXECUTIVE SUMMARY

2
Executive Summary

The project title was “To study the consumer satisfaction for Amul
milk in Nashik region.” The entire Summer Internship was divided into three
phases which included Market research to understand information about
Competitors; Business development of fresh products and evaluating the
business potential of the HORECA segment.

In the beginning of the study first task was to study about the sector,
companies through secondary sources like online articles, company website,
projects related to Amul.

After then the steps taken are as follow:

To understand number of competitors in the market, a survey was conducted.

Every day One beat was targeted and minimum 25 outlets. And to follow or
collect data from loose milk suppliers the market starts at 6.30 am daily. This
survey includes data collected from 739 retailers, in which it was found that
Godavari, Thorat, Rajhans and Loose milk were the major competitors of Amul.
In loose milk Khatib dairy was dominant in Nashik. There were few brands
which were dominant in particular area. Brand like Atul was more popular in
area like cidco and Indira nagar. It was the most preferred brand in those areas.
Atul was the only brand which was sold in pouch as well as loose.

3
 Market survey includes:-

1) Retail Stores

2) Raw milk Suppliers

3) HoReCa

4) Tea Stalls

An exploratory survey was conducted for each retailer and consumers,

drawing a basic questionnaire. This helps in understanding the retailers’
expectation from company and various factors affecting the buying decision of
Amul milk and Pouch Dahi. Through this it was found that Godavari was the
leading brand in Milk.

After research, sales activity was done for business development. For this
activity a strategy was made, to target new consumers, for eg. If it’s a tea vendor
or hotels or loose milk suppliers.

To enhance business meeting was conducted with tea vendors, retailers,

loose milk suppliers as well as hotel managers.

Same steps were followed for this activity also, every day one beat. Most of
the hotels were using loose milk and due to good relation with their vendors they
were avoiding AMUL’s offers.

Most of the tea vendors were interested in using Amul as they were getting
it at cheaper rate. Raw milk supplier were targeted because most of them where
having shortage of milk so they can use Amul milk.

Researcher have done their summer internship project in 2 month

4
 CHAPTER-2

OBJECTIVES OF THE STUDY

5
 OBJECTIVES

 To study the perception of consumer towards Amul milk

 To identify the consumer loyalty towards Amul milk
 To bridge in the gap/competition from various Amul’s competitors
 To understand how to develop consumer relation in services from Amul
account

6
 CHAPTER-3

COMPANY PROFILE

7
MISSION: Dairy co-operative of Gujarat turnover of RS.27000
crores by the year 2020

VISION: Liberate our farmers from economic oppression and

lead them to prosperity.

SLOGAN: The Taste of India

LOGO:

LOCATION: Gujarat Co-operative Milk Marketing Federation

Ltd. .
AMUL Dairy Road, opp: Hotel Surabhi, Anand-388001, Gujarat India.
8
 LIST OF COMPETITORS:

Competitors as well as loose vendors

9
Gujarat Cooperative Milk Marketing Federation Ltd.

(GCMMF), is India's largest food product marketing organization with

annual turnover (2016-17) Rs 27,043 crore. Its daily milk procurement is approx.
13 million lit (peak period) per day from approx. 14.85 million lit per day from
18,536 village milk cooperative societies, 17 member unions covering 24
districts, and 3.18 million milk producer members.

It 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 is exclusive marketing organization of 'Amul'
and 'Sagar' branded products. It operates through 47 Sales Offices and has a
dealer network of 5000 dealers and 10 lakh retailers, one of the largest
such networks in India. Its product range comprises milk, milk powder, health
beverages, ghee, butter, cheese, Pizza cheese, Ice-cream Paneer, 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 their products are available in USA, Gulf
Countries, Singapore, The Philippines, Japan, China and Australia. GCMMF has
received the APEDA (The Agricultural and Processed Food Products Export
Development Authority) Award from Government of India for Excellence in
Dairy Product Exports for the last 13 years. For the year 2009-10, GCMMF has
been awarded "Golden Trophy' for its outstanding export performance and
contribution in dairy products sector by APEDA.

10
 For its consistent adherence to quality, consumer focus and dependability,
GCMMF has received numerous awards and accolades over the years. It
received the Rajiv Gandhi National Quality Awardin1999 in Best of All Category. In
2002 GCMMF bagged India's Most Respected Company Award instituted by Business
World. In 2003, it was awarded the The IMC Ramkrishna 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 probiotic ice
cream launch in 2007.

GCMMF - An Overview

Year Of Establishment 1973

Members 18 District Cooperative Milk Producers
Union
No. of Producer Members 3.6 Million
No. of Village Societies 18,545
Total Milk handling capacity per day 28 Million litres per day
Milk collection (2015-16) 6.2 billion litres
Milk collection (Daily Average 2015-16) 16.97 million litres
Cattle feed manufacturing Capacity 7800 mts. Per day
Sales Turnover (2016-17) Rs. 27043 crores (US $ 3.5 billion)

The Amul brand is not only a product, but also a movement. It is in one way,
the representation of the economic freedom of farmers. It has given farmers the
courage to dream. Besides India, Amul has entered overseas markets such as
Mauritius, UAE, USA, Oman, Bangladesh, Australia, China, Singapore, Hong
Kong and a few South African countries. Its bid to enter Japanese market in 1994
did not succeed, but it plans to venture again. Its bid to enter Japanese market in
1994 did not succeed, but it plans to venture again.
11
GCMMF offices.

12
 Table 1 - Financial Structure

Sales Turnover Rs (million) US$ (in million)

1994-95 11140 355

1995-96 13790 400
1996-97 15540 450
1997-98 18840 455
1998-99 22192 493
1999-00 22185 493
2000-01 22588 500
2001-02 23365 500
2002-03 27457 575
2003-04 28941 616
2004-05 29925 672
2005-06 37736 850
2006-07 42778 1050
2007-08 52554 1325
2008-09 67113 1504
2009-10 80053 1700
2010-11 97742 2172
2011-12 16680 2500
2012-13 137350 2540
2013-14 181434 3024
2014-15 207330 3410
2015-16 229720 3500
2016-17 270850 4100

The Gujarat Cooperative Milk Marketing Federation (GCMMF) has crossed

a sales turnover of Rs 25,000 crore for financial year 2016-17. It clocked 11 per
cent growth compared to the previous fiscal when the turnover stood at Rs
270850 crore

13
 Growth Propositions

Gujarat Co-operative Milk Marketing Federation Ltd., which markets the

popular Amul brand of milk and dairy products, has registered a provisional
turnover of Rs. 23,005 crores for the financial year 2015-16 which ended on 31st
March. This is 11% higher than last financial year's sales turnover of Rs 20733
crores. The entire sales turnover growth has come because of volume. Turnover
of GCMMF has increased by 187% during last six years. The provisional
unduplicated group turnover of member unions of Amul group has crossed Rs.
33,000 crores which is also higher by 14% compare to last financial year. It may
be noted that GCMMF has planned to achieve sales turnover of Rs. 30,000 crores
by 2017-18. GCMMF has been achieving a value growth of more than 20% since
last six years because of higher milk procurement, continuous expansion in terms
of adding new markets, launching of new products and adding new milk
processing capacities across India. In order to reach interior markets, GCMMF
has started twelve new branches in India during last three years.

14
 Turn Over Of GCMMF
Graph – 1. Turnover of GCMMF

The 17 member Unions of GCMMF with farmer member strength of more

than 36 lakhs across 18,600 villages of Gujarat are procuring on an average 180
Lakhs liters of milk per day. Because of better milk procurement prices paid by
member unions of GCMMF, milk procurement by member unions has increased
by 91% during last six years. GCMMF ranks among the top 15 dairy companies
in world in terms of milk processing.

In order to meet milk and milk product demand in major metros of India, the
member unions of GCMMF have started creating their own milk processing
plants in states of Haryana, Uttar Pradesh, Maharashtra, Madhya Pradesh, West
Bengal and Rajasthan. The Member Unions of GCMMF have also started milk
15
procurement from other states so that milk producer members of these states also
benefit from “Amul Model. Shri Jethabhai Patel, Chairman, GCMMF,
emphasized the fact that mantra of rapid expansion has clearly yielded rich
dividends for GCMMF. “Based on estimated growth in market demand for Amul
products and our future marketing efforts, we anticipate at least 20% CAGR
growth in the business of GCMMF during the next five years. The Chairman
added that Amul plans to enhance its milk processing capacity from the current
level of 281 lakh litres per day to 380 lakh litres per day in the next five years.

Graph – 2. Total milk procurement by GCMMF

Shri Jethabhai Patel, Chairman, GCMMF, emphasized that the mantra of

rapid expansion has clearly yielded rich dividends for GCMMF. The company
anticipates 20% CAGR growth in the business of GCMMF during the next five
years. Amul plans to enhance its milk processing capacity from the current level
of 281 lakh litres per day to 380 lakh litres per day in the next five years.
16
 Further he also added that globally prices of milk and dairy commodities
have reduced by half however farmers of Gujarat are continuously getting higher
prices of their milk products. He further informed that in New Zealand farmers
were getting around Rs. 51.5 per liter of milk during 2013-14 which is reduced
to Rs. 21.7 per liter during 2015-16. On the other hand, farmers of Gujarat are
getting 8-10% higher price of milk every year. On behalf of 36 lakhs milk
producer members of Gujarat, Shri Jethabhai Patel has conveyed his sincere
gratitude to Government of Gujarat and Government of India for their continues
and timely support for various scheme related to producers. Shri R S Sodhi,
Managing Director, GCMMF said that “We have achieved volume sales growth
in all product categories. Pouch milk which is highest turnover products has
shown volume growth in double digit. He also added that majority of our
products like butter, ghee, Ice Cream, UHT milk, flavored milk, Paneer and fresh
cream has shown double digit growth. He added that every year, we are getting
better results because of strong foundation laid and value system created by our
founder chairman, late Dr. V Kurien and selfless and visionary leadership of late
Shri Tribhuvandas Patel and late Shri Motibhai Chaudhary. It is important to
note that GCMMF passes on 80-85% of consumer rupee back to milk producer
members thus by encouraging them to produce more milk.

17
 Future Plans

R S Sodhi, Managing Director of GCMMF.

RS Sodhi, managing director, GCMMF, said, "We plan to touch Rs 50,000

crore turnover by 2020. We are investing around Rs 5,000 crore in setting up ten
new plants as well as expand capacity at our existing plants. Our current
processing capacity is around 23 million lpd, we aim to take it up to 32 million
lpd by 2020."

Of the new plants planned, that would come up within the next two to three
years, two would be in Delhi, three in Uttar Pradesh, one each in Kolkata and
Maharashtra and the rest in Gujarat. GCMMF at present has over 50 processing

18
plants across the country.

It is currently procuring 19 million lpd for processing paying an average

price of Rs 550-580 per kg fat. With the new plants coming on stream,
procurement is expected to rise to 25 million lpd by 2020, Sodhi said.

India’s organised sector only constitutes 20 per cent of the Rs 4 lakh crore
market size for dairy products in the country.

Amul Plans Rs.5,000 Crore Investment, To Set Up 10 New Plants.

19
 Industrial Recognitions

AWARDS

NATIONAL PRODUCTIVITY COUNCIL PRODUCTIVITY AWARDS

1985-86, 1986-87,1991-92,1992-93,1993-94,1994-95,1995-96,1996-97,1998-
99

Presented for Best Productivity Performance in Dairy Development and

Production in Co-operative sector by Shri G.S. Dhillion, Union Minister of
Agriculture to Amul Dairy, Kaira District Co-operative Milk Producers Union
Limited, Anand (Gujarat) New Delhi 22nd April, 1987.

INDIAN MERCHANTS' CHAMBER BOMBAY 1988

AWARD for Outstanding Performance in the field of R&D of Food Processing

Industries Based on Agricultural Products awarded to Kaira District Co-
operative Milk Producers Union Limited, Anand (Shri Mathurdas Vissanji
Endowment) 1998.
20
INDIAN CO-OPERATIVE CENTENARY CELEBRATION: SHAKARI
VIKAS RATNA AWARD – 2004

On the occasion of 100 years the Co-operative Movement in Gujarat - we are

proud to award "shakari vikas ratna award" to Amul Dairy – Kheda District Co-
operative Milk Producers' Union Ltd, Anand, Gujarat State Co-operative Union,
Ahmedabad, 23rd Apr 2005.

NATIONAL ENERGY CONSERVATION AWARD 2009.

Sponsored by Aaj Tak – TV Today Network, India Today Group for striving
towards inclusive & sustainable development with a "society centered" purpose
for Amul's Total Sanitation Campaign.

21
CII NATIONAL AWARD FOR FOOD SAFETY 2013

Amul Dairy received CII National Award for Food Safety 2013 for its
Outstanding Performance in the Dairy Sector Manufacturing, Large Food
Business Category APEDA EXPORT AWARD 2011-12

Amul Dairy, Anand received APEDA Export Award for the year 2011-12 for
its outstanding contribution in the export of Dairy products across the globe.
‘Silver Trophy’ & a Citation was presented at the 21st Annual APEDA Award
function in New Delhi on 26th Nov 2014

22
Amul meant different things to different people :
To a Milk Producer … A life enriching experience
To a Consumer … Assurance of having wholesome milk
To a Mother … A reliable source of nourishment for her child
To the Country … Rural Development and Self Reliance

23
 Different milk offering from Amul –

Amul Taaza

Product name – Amul Taaza

Description – Pasteurized Milk Amul

milk meets the PFA standards for the
respective type of milk

Packing – Poly Pack: 200ml, 500ml,

1000ml, 6 Ltr (in selected market only)

Shelf life – 48 hours from the date of

packing if kept under refrigeration
below 8 degree C

Amul Gold

Product name – Amul Gold

Description – Pasteurized milk Amul

milk meets the required standards for
the respective type of milk

Packing – Poly Pack: 200ml, 500ml,

1000ml, 6 Ltr (in selected market only)

Shelf life – 48 hours from the date of

packing if kept under refrigeration
below 8 degree C

24
Amul Cow Milk
Product name – Amul Cow Milk

Description – Pasteurized Cow milk

Amul milk meets the FSSAI standards for
the respective type of milk

Packing – Poly Pack: 200ml, 500ml,

1000ml, 6 Ltr (in selected market only)

Shelf life – 48 hours from the date of

packing if kept under refrigeration below
8 degree C

25
 “SWOT” Analysis of Amul milk---

STRENGTH

1. Strong distribution network in milk.

2. India’s major giant player in dairy products with strong supply chain network.

3. Rural Presence.

4. High-quality products sold at reasonable prices.

WEAKNESS

1. Strong dependency on weak infra-structure & complete dependency on

villages for its raw material supply.

2. Cost of operation is high.

3. Weak distributors service channel to retailers (in some areas).

4. Low profit margin to retailers. As competitors are providing more schemes

and margins to retailers.

26
 OPPORTUNITIES

1. Areas can be targeted to cover Retailers look for convenience and margin.

2. Make use of internet for distribution of its product.

3. Vast Product line can gain the trust of the consumers.

THREAT

1. Most of the consumers depend upon what a retailer gives them. This can be a
threat because competitors provide more margins to retailers and retailers
preferred them when it comes to selling.

2. Growing price of milk and milk products.

3. Competition from other local as well global counterparts.

4. Tendency of people to buy from milk farm directly for freshness.

27
 ORGANISATION CHART

a) Divison by functions

28
 a) Division by Products –

b) Division by Geography –

29
Matrix structure - Combination of all these and it uses a matrix
organization structure

30
 CHAPTER 4

THEORETICAL BACKGROUND

31
 THEORETICAL BACKGROUND OF

CONSUMER SATISFACTION

• Consumer satisfaction is a marketing term that measures how products or

services supplied by a company meet or surpass a consumer's expectation.

• Consumer satisfaction is important because it provides marketers and

business owners with a metric that they can use to manage and improve their
businesses.

• Consumer satisfaction provides a leading indicator of consumer purchase

Intentions and loyalty .Consumer satisfaction data are among the most frequently
collected indicators of market perceptions

• Organizations need to retain existing consumers while targeting non-

consumers. Measuring consumer satisfaction provides an indication of how
successful the organization is at providing products and/or services to the
marketplace.

32
A number of theoretical approaches have been utilized to explain the relationship
between disconfirmation and satisfaction.

1) Many theories have been used to understand the process through which
consumers form satisfaction judgments. The theories can be broadly classified
under three groups: Expectancy disconfirmation, Equity, and Attribution. Still
again there are a number of theories surrounding the satisfaction and service
paradigm.

2) The expectancy disconfirmation theory suggests that consumers form

satisfaction judgments by evaluating actual product/service. Four psychological
theories were identified by Anderson that can be used to explain the impact of
expectancy or satisfaction: Assimilation, Contrast, Generalised Negativity, and
Assimilation-Contrast.

1. MEASUREMENT OF SATISFACTION - Some of the theories are

discussed in this chapter. The heart of the satisfaction process is the
comparison of what was expected with the product or service’s
performance – this process has traditionally been described as the
‘confirmation / disconfirmation’ process.4 First, consumers would form
expectations prior to purchasing a product or service. Second,
consumption of or experience with the product or service produces a level
of perceived quality that is influenced by expectations.5 If perceived
performance is only slightly less than expected performance, assimilation
will occur, perceived performance will be adjusted upward to equal
expectations.

33
 2. VARIOUS THEORIES OF CONSUMER SATISFACTION

Consistency theories suggest that when the expectations and the actual
product performance do not match the consumer will feel some degree of
tension. In order to relieve this tension the consumer will make adjustments
either in expectations or in the perceptions of the product’s actual
performance. Four theoretical approaches have been advanced under the
umbrella of consistency theory:

(1) Assimilation theory,

(2) Contrast theory,

(3) Assimilation-Contrast theory,

(4) Negativity theory.

(1) Assimilation Theory

Assimilation theory is based on Festinger’s dissonance theory. Dissonance

theory posits that consumers make some kind of cognitive comparison between
expectations about the product and the perceived product performance

(2) Contrast Theory

Contrast theory was first introduced by Hovland, Harvey and Sherif. Dawes et
al define contrast theory as the tendency to magnify the discrepancy between
one’s own attitudes and the attitudes represented by opinion statements

34
 (3) Assimilation-Contrast Theory

Assimilation-contrast theory was introduced by Anderson in the context of

post-exposure product performance based on Sherif and Hovland’s discussion
of assimilation and contrast effect. Assimilation-contrast theory suggests that
if performance is within a consumer’s latitude (range) of acceptance, even
though it may fall short of expectation, the discrepancy will be disregarded –
assimilation will operate and the performance will be deemed as acceptable

(4) Negativity Theory

This theory developed by Carlsmith and Aronson suggests that any

discrepancy of performance from expectations will disrupt the individual,
producing ‘negative energy’. Negative theory has its foundations in the
disconfirmation process. Negative theory states that when expectations are
strongly held, consumers will respond negatively to any disconfirmation.
“Accordingly dissatisfaction will occur if perceived performance is less than
expectations or if perceived performance exceeds expectations.

35
 Consumer satisfaction diagram

36
 CHAPTER 5

RESEARCH METHODOLOGY

37
 RESEARCH METHODOLOGY-

TITLE OF THE RESEARCH STUDY:

“TO STUDY THE CONSUMER SATISFACTION FOR AMUL MILK

IN NASHIK REGION”

DURATION OF THE RESEARCH STUDY:

This study was carried out for duration of 2 month.

DEFINITION OF RESEARCH METHODOLOGY:

Research is a careful, systematic and objective investigation conducted to obtain

valid facts, draw conclusions and established principles regarding an identifiable
problem in some field of knowledge.

STAGE 1 – Gathering information and inputs to frame the necessary questions

for the survey.

STAGE 2 – Collecting data using the survey method, by getting the sample
employees fill the questionnaire.

STAGE 3 – Analyzing and interpreting the primary data collected from the
survey responses

Research design: The research design used is descriptive and the information
collected through personal interaction and observation and analyzing the result.

38
 DIFFERENT METHODS OF DATA SOURCES

1. PRIMARY DATA

Primary Data is the information collected during the course of an experiment

through the –

 Questionnaire method
 It can also be obtained through, Observations
 Survey interviews - direct communication with the consumers by
performing surveys or descriptive research.

Definition of primary data

Primary Data is that data which is collected fresh and for the first time. It is also
called basic data or original data.

Primary Data is also defined as, “the data, researcher collects to address the
specific problem at hand – the research questions”.

Primary sources mean original works of research or raw data without

interpretation or pronouncements that represent an official opinion or position.
Primary sources include, memos, letters, complete interviews or speeches, law,
regulations, court decisions and government data including, census, economic
and labour data as the most authoritative of all sources.

39
 METHODS OF COLLECTING PRIMARY DATA

Observation method:

Definition:

Observation means viewing or seeing. We go on observing something or other

while we are awake. Most of such observations are just casual and have no
specific purpose. But observation as a method of data collection is different from
such casual viewing.

Interview method:

Definition:

A somewhat formal discussion between a hirer and an applicant or candidate

typically in person , in which information is exchanged, with the intention of
establishing the applicant’s suitability for a position

40
 2. SECONDARY DATA
There are various methods of data gathering which involves the use of specific
recording forms. These are called tools or instruments of data collection.

During the course of conducting research, a researcher has to collect the data
through adopting one or the other method.

Definition of Secondary Data:

Secondary data pertains to those data that is already available on websites,

magzines,books etc. Also, it is that data, which has been used previously for
some research and is now in use for second time. In short, the data presented in
research reports when used again for further research is called “Secondary Data”.

SOURCES OF SECONDARY DATA:

 Websites
 Books
 Magzines
 Brochures etc.

Sample unit:-respondents who buy milk in nashik

Sample size:-100 respondents

Method of research:–An observational study. Probability sampling is more

reliable. It is more time and money consuming. The sample size of consumers
surveyed was 100 respondents. The areas covered by the researcher was, Pandit
colony, Racca colony, Canada corner, Gangapur road, Indira nagar, Ravivar
karanja, Tidke colony etc.

41
 Scope of the study:
Study just takes into account the Nashik region and hence the inferences are drawn
based on the sample which represents these consumers.

Limitation of the study:

1. The sample which was collected does not resemble the whole universe so the
conclusion drawn may not be taken.

2. Respondent opinions can be biased

3. Respondents can link his /her personal liking /disliking towards toward his
company while filling up the form

4. As questionnaire has limited questions there may be some factors which may
get missed out

5. Due existence of time & cost constraint. The study restricted to only 100
samples.

42
 CHAPTER – 6
DATA ANALYSIS

AND INTERPRETATION

43
 1. Data Analysis and Interpretation of Consumers

Q.1) Are you aware of Amul milk?

1. Yes 2. No

Yes No

No. Respondents 85 15

% of targeted Respondents 85% 15%

Sales

15%0%
yes
No
85%

Interpretation:-

In this pie chart 85% are aware of the AMUL milk and 15% are unaware of
AMUL milk. Out if the 100 respondent we see that 15% survey opinion will not
be validated as they never use the Amul milk. Also it represent that these 15%
consumes some other milk product brands.

44
Q.2) Do you purchase Amul milk?
1. Yes 2.No

Yes NO

No of respondents 59 26

% of targeted respondents 69% 31%

31%
yes 69%
no31%
69%

Interpretation:-

Form the above data we understand that out of 85 respondents aware about
AMUL Milk about 69% purchase it and 31% do not. It means that the awareness
don’t make them purchase Amul milk they still don’t know the brand traits.

45
Q.3) If no, then which brand do you prefer? (31respondents)
1) mother dairy 2) Vikas 3) Godavari 4) Rajhans

MOTHER VIKAS GODAVARI RAJHANS

DAIRY

No.of respondents 02 10 08 11

%targeted respondents 06% 32% 28% 34%

Sales

6%
motherdairy
34%
32% vikas
godavari
rajhans
28%

Interpretation:-

31% of them if don’t purchase Amul they go for the above said brand.

From this data we can interpret that the major market share is captured by rajhans
followed by vikas. These could be offering something which may serve a greater
value to the consumer other than what Amul serves.

46
Q. 4) How much quantity of milk do you buy daily? (69 respondents)
1)500 ml. 2)1 ltr.
3) 2 ltr. 4)6 ltr.

500ml 1ltr 2ltr. 6ltr.

No. of respondents 34 14 6 5

% targeted respondent 58% 23% 10% 09%

Sales

9%
10% 0.5ltr.
1 ltr

58% 2ltr
23%
6ltr

Interpretation:-

Respondents purchasing Amul milk prefer it in the quantity such as maximum

go for half litre packs followed by 1 litre packs.

47
Q. 5 How frequently do you buy Amul milk?
1) Daily 2) As per required

Daily As per requirement

No. of Respondent 53 32

% of Targeted respondent 62% 38%

Sales

0%

38% daily

62% as per required

Interpretation:-

About 62% of respondents aware about Amul Milk prefer to purchase it on daily
basis. There are considerably good amount of respondent who likes to purchase
Amul milk.

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Q.6) Which type of Amul milk do you purchase?
1)Amul gold 2)Amul tazza
3)Amul cow milk

Amul gold AMUL tazza Amul cow milk

No. of Retailers 24 19 16

% of Targeted respondent 40.57% 33.33% 26.08%

Sales

0%
26% Amul tazza
33%
Amulgold
Amul cow milk
41%

Interpretation:-

Out of 69 respondents purchasing Amul Milk 41% prefer Amul Tazza, 33%
prefer Amul Gold and 26% Amul Cow Milk. Amul gold is purchase maximum
because of its quality and yet it is economical is what it can be inferred.
49
Q. 7) Which factor do you prefer while buying of Amul milk?
1) Price 2) quality 3) packaging

Price Quality Packaging

No. Respondents 19 28 12

% of targeted respondent 33.33% 47.37% 20.28%

Sales

0%
20%
33% PRICE
QUALITY
PACKAGING
47%

Interpretation:-

Respondents purchasing Amul Milk prefer it majorly for its quality followed by
price and least preferred for its packaging. It shows that the consumers are
quality driven! Even though the packaging of the milk is not that attractive,
consumer simply picks it up due to its quality in product which is the biggest
plus for the Amul milk. Price could serve as secondary factor as costumer to get
happy with the product doesn’t pinch their pockets!

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Q. 8) Is the Amul milk conveniently available?

1) Yes 2) No

3) Rarely 4) Never

Yes No Rarely Never

No. Respondents 55 09 11 10

% of targeted respondent 65.21% 11.59% 13.04% 10.14%

Sales

10%

13% yes
No

12% rerely
65% never

Interpretation:-

The availability of Amul by consumers imply that it is available to 65% of

respondents whereas rarely available to 13% of respondents. It is inferred that its
high availability in outlets/retailers shows that they have a very strong
distribution channels.

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Q. 9) Are you satisfied with Amul milk?

1) Highly satisfied 2) satisfied

3) Dissatisfied 4) natural

Highly satisfied Dissatisfied Neutral

satisfied

No. Respondents 42 19 9 15

% of targeted respondent 50.72 23.18 08.69 17.39

Sales

17% highly satisfied

9% satisfied
51%
Dissatisfied
23% nutual

Interpretation:-

51% of total respondents are highly satisfied by Amul Milk whereas 23% are
satisfied followed by 17% having neutral preference. Consumers are happy and
look to be loyal with the Amul brand. There are still 17% with the opinion of
neutral which shows the vagueness of the brand in masses.

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Q. 10) Would you suggest Amul milk to other consumers?

1) Yes 2) No

3) When asked 4) Rarely

Yes No When asked Rarely

No. Respondents 35 18 15 17

% of targeted respondent 42.02% 21.73% 18.84% 17.39%

Sales

17% yes

42% no
19% when asked
rarely
22%

Interpretation:-

42% of respondents would be happy to suggest Amul Milk to others where 19%
of them would suggest them when asked. It means that the quality of milk is so
high that the advertisement goes mouth to mouth and hence the consumers gets
multiplied.

53
 CHAPTER - 7

FINDINGS

54
 FINDINGS

 Amul Milk is a well-known brand in the market that holds a good image
in market. This is visible because out of 100 respondent in survey, 85 has
its awareness.
 69% of the audience surveyed in Nasik who have the awareness of Amul
as a product for packed milk (85 of the respondent) prefer to purchase it
than any other available milk suppliers.
 It also implies from the above that 59 respondent out of 85 purchase
Amul milk which shows their interest in Amul as a brand.
 There is little competition though in Nasik from the Loose milk
distributors in the market. This could be mainly because the people
psychology to buy fresh milk from their vicinity area of residency.
 It is concluded from the survey that Vikas and Rajhans are the major
brands preferred by respondents rather than Amul Milk.
 Amul Milk is mostly preferred for its quality which makes the price stand
second over quality and this is visible when the audience showed their
inclination towards quality (47% of the targeted audience)
 Nasik consumer audiences are quite satisfied with the Amul milk and
they will still show the brand loyalty, they will also refer this brand to
others.
 There is need of awareness in the market as there are people with neutral
response and it shows that they are not much aware of the brand.

55
 CHAPTER - 8
CONCLUSIONS

56
 CONCLUSIONS

Amul Milk can capture the market at quite an extent due to its brand image.
It has the quality worth its price and consumer will be satisfied with the offering.
Amul Milk is a trusted brand which helps it to increase its sales. To maintain
long term relation with consumer. Amul should concentrate on distribution and
somewhere it is not freely available.

It should also create and awareness among masses by advertising in the city
like Nasik and especially outskirts of Nasik.At the same time it should be at pace
with the other vendors to keep up that position and consumer satisfaction by
introducing more product lines. The survey sample showed quite positive
response and it is inferred that Amul would be the future of many!!

57
 CHAPTER - 9
SUGGESTIONS/ RECOMMENDATIONS

58
 SUGGESTIONS/ RECOMMENDATIONS

 Amul should concentrate on awareness of Amul Milk products to increase

sales.
 Amul Milk lacks behind in the availability of milk to the respondents, thus
it should improve its distribution channel.
 Amul should focus on taking over the market of loose milk sellers, as they
are completing with them in terms of loose milk attribute they offer.
Also loose vendors are preferred more due to their vicinity with the
residents.
 Amul must distribute free samples for promoting in the outskirts or rural
areas of Nashik.

59
 ANNEXTURES

Questionnaire

Q.1) Are you aware of Amul milk?

1. Yes 2. No

Q.2) Do you purchase Amul milk?

1. Yes 2.No

Q.3) If no, then which brand do you prefer? (31respondents)

1) Mother dairy 2)vikas 3) Godavari 4)Rajhans

Q. 4) How much quantity of milk do you buy daily? (69 respondents)

1)500 ml. 2)1 ltr.

3)2 ltr. 4)6 ltr.

Q. 5) How frequently do you buy Amul milk?

1) Daily 2) As per required

Q.6) Which type of Amul milk do you purchase?

60
1)Amul gold 2)Amul tazza

3)Amul cow milk

Q.7) Which factor do you prefer while buying of Amul milk?

1) Price 2) quality 3) packaging

Q.8) Is the Amul milk conveniently available?

1) Yes 2) No

3) Rarely 4) Never

Q. 9) Are you satisfied with Amul milk?

1) Highly satisfied 2) satisfied

3) Dissatisfied 4) neutral

10) Would you suggest Amul milk to other consumers?

1) Yes 2) No

3) When asked 4) Rarely

61
 PHOTOGRAPHS

62
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 Bibliography

Books:

 Marketing Management by Philip Kotler and Kevin Lane Keller

Edition 14 – 2016,
Publisher - Pearson’s

Websites:

 www.Amul.Com
 http://www.indiandairy.com/
 http://www.amul.com/m/organisation
 Wikipedia
 http://www.amul.com/m/brands

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