CONSUMER SATISFACTION TOWARDS

AMUL AND ITS PRODUCT

CONTENTS
Chapter 1
INTRODUCTION
 Introduction
 Objectives of the study
 Need for the study
 Scope of the study
 Methodology
 Limitations of the study

Chapter 2
COMPANY PROFILE
 Introduction
 History
 GCMMF - An Overview
 Our Member Unions
 Milestones of GCMMF
 The Amul Model
 Awards
 Marketing mix of Amul

Chapter 3
AMUL PRODUCTS

1
Chapter 4
DATA ANALYSIS AND INTERPRETATION

Chapter 5
FINDINGS, SUGGESTIONS AND CONCLUSION

Annexure
Questionnaire
Bibliography

2
 Chapter 1
INTRODUCTION

 Introduction
 Objectives of the study
 Need for the study
 Scope of the study
 Methodology
 Limitations of the study

3
 Chapter 1

Introduction
Milk and milk products provide essential nutrition to all walks of life. It
provides livelihood to millions of small and marginal farmers in the state.
Karnataka is an agricultural oriented State and majority of the farmers owns cattle.
Consumer behaviour can be defined as the behaviour that consumers display in
searching for, purchasing, using, evaluating and disposing of products and services
that they expect will satisfy consumer needs and wants. To elaborate further,
consumer behavior focuses on how individuals make decisions to spend their
available resources (time, money, effort) on consumption related items.
Consumers’ lifestyles are influenced by number of factors. Like culture,
subculture, values, demographic factors, social status, reference groups, household
and also the internal makeup of the consumer, which are emotions, personality
motives of buying, perception and learning. Consumers are also influenced by the
marketing activities. Hence the study focuses on consumer behaviour towards
various brands of Amul products with special reference to Shimoga.

Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat,

India. Amul spurred India's White Revolution, which made the country the world's
largest producer of milk and milk products. In the process Amul became the largest
food brand in India and has ventured into markets overseas.

Amul's product range includes milk powders, milk, butter, ghee,

cheese, dahi, yoghurt, buttermilk, chocolate, ice cream, cream, shrikhand,
paneer, Gulab Jamuns, flavoured milk, basundi and others. Amul PRO is a recently
launched brown beverage. In January 2006, Amul launched India's first sports
drink, Stamina.

4
 This project has been aimed at giving detailed report of marketing survey
conducted on Amul products. Both secondary and primary data are collected. For
this purpose and with available data collected in the span of time available at
marketing displaced analysis and interpretation on the same subject.

This project report gives analysis of survey findings. Methodology adopted,

Observation of the performance and recommendation for improvement both from
general point of view for machine and from individual point of view. Decision
regarding marketing mix namely, product, bill, promotion and physical distribution
are made on the basis of market research reports.

Such reports will help to decide between the different prices. Such reports
may help the marketer to modify a particular marketing strategy so as to get
maximum project in the available marketing conditions.

Objectives of the study

Following are the Objectives are set to the study

 To study the consumer attitude towards the products of Amul

 To know the market share of the company
 To study the effectiveness in the sales promotion strategies adopted by the
company
 To study the brand awareness of the Amul products
 To identify factors influencing decision making by consumers in buying a
brand Amul product.
 To offer suitable suggestions based on the study
 To summarize suggestion for the improvement and development of Amul
products.

5
Need for the study
1. This study will help us to know the consumer attitude towards Amul and its
products.

2. This study will help us to understand the need and their demand in the market.

3. It helps to improve the sales with the help of survey.

4. It is important to understand to choice of consumer towards milk and milk
products.

Scope of the study

The scope of this report is restricted to the study of consumer attitude
towards Amul products. The area of the study has been restricted to Shimoga.
This report gives information in general regarding the attitude of consumer towards
Amul products in Shimoga. However the survey has been in the sampling basis of
50 consumers selected on random basis for collecting information regarding their
attitudes. In addition this information the secondary data has been collected.

The scope of the study is restricted to the study of the brand awareness of the
consumers, brand preference of dealers and purchasing behavior of consumers and
is covers the market share of various brands and also reason for chosen various
brands of milk product and to know the effectiveness of sale promotion strategies
adopted by the company.

Methodology
Both primary and secondary data have been collected to bring out this project
report efficiently.
Primary data: have been collected through questionnaire method. The
questionnaire is a set of questions drawn to collect the opinion from the public for
making survey or in coming into a conclusion regarding the problem. The selection

6
of respondents is made on the basis of has been issued to respondents to avoid
unnecessary delay in filling task is made easy. The questionnaire is prepared in a
structural manner.

Secondary data are newspapers, magazines, encyclopedia and websites such as

google.com etc.

Sampling procedure: Empirical field studies required collection of first hand

information of data pertaining to the study from the field. These units of study
include geographic area of Shimoga.

Limitations of the study

The study suffers from following limitation

 The study is restricted to Shimoga city only

 Collected data will assumed fact
 In this study only Amul product.
 The samples have been take only from 50 respondents.
 This result was conducted only in particular area so this result cannot
suitable to other places.
 Data collected under this technique is subjective nature therefore they
may not easily lead to quantitative checks.

7
 Chapter 2

COMPANY PROFILE

 Introduction
 History
 GCMMF - An Overview
 Our Member Unions
 Milestones of GCMMF
 The Amul Model
 Awards
 Marketing mix of Amul

8
 Chapter 2
COMPANY PROFILE

Introduction
Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's largest
food product marketing organisation with annual turnover (2015-16) US$ 3.5
billion. Its daily milk procurement is approx 16.97 million lit per day from 18,545
village milk cooperative societies, 18 member unions covering 33 districts, and 3.6
million milk producer members.

It is the Apex organisation 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 organisation
of 'Amul' and 'Sagar' branded products. It operates through 56 Sales Offices and
has a dealer network of 10000 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 our products are available in USA, Gulf
Countries, Singapore, The Philippines, Japan, China and Australia. GCMMF has
received the APEDA Award from Government of India for Excellence in Dairy
Product Exports for the last 16 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. In 2013-14, GCMMF took giant

9
strides in expanding its presence in International markets. Amul’s presence on
Global Dairy Trade (GDT) platform in which only the top six dairy players of the
world sell their products, has earned respect and recognition across the world. By
selling milk powders on GDT, GCMMF could not only realize better prices as per
market demand but it also firmly established Amul in the league of top dairy
players in world trade.

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 Category. In 2002 GCMMF
bagged India's Most Respected Company Award instituted by Business World. In
2003, it was awarded the IMC Ramkrishna Bajaj National Quality Award - 2003 -
certificate of merit- for adopting noteworthy quality management practices for
logistics and procurement. GCMMF is the first and only Indian organisation to win
topmost International Dairy Federation Marketing Award for probiotic ice cream
launch in 2007. For the innovations, GCMMF has received AIMA-RK Swamy
High Performance brand award 2013 and CNN-IBN Innovating for better
tomorrow award in 2014. World Dairy Innovation Awards- 2014 for Best
Marketing Campaign - "Eat Milk with Every Meal". For the tree plantation activity
GCMMF has received seven consecutive Good Green Governance award from
Srishti during 2007 to 2013.

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. To hope. To live.

10
History
Amul-coperative registered on 14 December 1946 as a response to the exploitation
of marginal milk producers by traders or agents of the only existing dairy,
the Polson dairy, in the small city distances to deliver milk, which often went sour
in summer, to Polson. The prices of milk were arbitrarily determined. Moreover,
the government had given monopoly rights to Polson to collect milk from mikka
and supply it to Bombay city.

Angered by the unfair trade practices, the farmers of Kaira

approached Sardar Vallabhbhai Patel under the leadership of local farmer
leader Tribhuvandas K. Patel. He advised them to form a cooperative and supply
milk directly to the Bombay Milk Scheme instead of Polson (who did the same but
gave them low prices). He sent Morarji Desai to organise the farmers. In 1946, the
milk farmers of the area went on a strike which led to the setting up of the
cooperative to collect and process milk. Milk collection was decentralized, as most
producers were marginal farmers who could deliver, at most, 1–2 litres of milk per
day. Cooperatives were formed for each village

11
GCMMF - An Overview

Year of Establishment 1973

Members 18 District Cooperative Milk

Producers' Unions

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 (Total - 2015-16) 6.2 billion litres

Milk collection (Daily Average 2015- 16.97 million litres

16)

Cattlefeed manufacturing Capacity 7800 Mts. per day

Sales Turnover -(2015-16) Rs. 22972 Crores (US $ 3.5 Billion)

Our Member Unions

1. Kaira District Cooperative Milk Producers' Union Ltd., Anand
2. Mehsana District Cooperative Milk Producers' Union Ltd, Mehsana
3. Sabarkantha District Cooperative Milk Producers' Union Ltd., Himatnagar
4. Banaskantha District Cooperative Milk Producers' Union Ltd., Palanpur
5. Surat District Cooperative Milk Producers' Union Ltd., Surat
6. Baroda District Cooperative Milk Producers' Union Ltd., Vadodara
7. Panchmahal District Cooperative Milk Producers' Union Ltd., Godhra
8. Valsad District Cooperative Milk Producers' Union Ltd., Valsad
9. Bharuch District Cooperative Milk Producers' Union Ltd., Bharuch
10.Ahmedabad District Cooperative Milk Producers' Union Ltd.,Ahmedabad

12
11. Rajkot District Cooperative Milk Producers' Union Ltd., Rajkot
12. Gandhinagar District Cooperative Milk Producers'Union Ltd., Gandhinagar
13. Surendranagar District Cooperative Milk Producers' Union Ltd., Surendranagar
14. Amreli District Cooperative Milk Producers Union Ltd., Amreli
15. Bhavnagar District Cooperative Milk Producers Union Ltd., Bhavnagar
16. Kutch District Cooperative Milk Producers' Union Ltd., Anjar
17. Junagadh District Cooperative Milk Producers' Union Limited,Junagadh
18. Porbandar District Cooperative Milk Producers’ Union Ltd, Porbandar

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 29225 672

2005-06 37736 850

2006-07 42778 1050

13
2007-08 52554 1325

2008-09 67113 1504

2009-10 80053 1700

2010-11 97742 2172

2011-12 116680 2500

2012-13 137350 2540

2013-14 181434 3024

2014-15 207330 3410

2015-16 229720 3500

Milestones of GCMMF:
2.8 million milk producer member families

13,759 village societies

13 District Unions

8.5 million liters of milk procured per day

Rs. 150 million disbursed in cash daily

The Amul Model

The Amul 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 and consumers by

eliminating middlemen
 Milk Producers (farmers) control procurement, processing and marketing

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 Professional management

Awards

 2016 : GCMMF received Jamnalal Bajaj Awards for Fair Business Practices in
the Service Enterprise (Large) category.
 Forbes India Leadership Awards 2015
 Development Leadership Award 2015

15
 GCMMF received Bronze Trophy at the Indian Marketing Awards – 2014
 GCMMF – Finalist in World Beverage Innovation Awards - 2014
 2014: GCMMF received APEDA Awards for 16 years continuously.
 Amul wins World Dairy Innovation Awards - 2014

Marketing mix of Amul

Amul is definitely an “Amoolya” brand. Amoolya in Sanskrit means something
which is invaluable or priceless. With a presence in almost every product which
can be made by milk, Amul has won over hearts along with market share to
become a highly valued brand with an Indian origin. Amul was formed because
of a revolt of dairy farmers. And today, Amul is a brand against which
companies want to compete and come on top but the same is not being allowed
by the smart minds in Amul. The reason Amul is such a strong brand is because
of the marketing mix of Amul. Here is an in depth analysis of the Marketing
mix of Amul.

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Product in the marketing mix of Amul – Amul has a very very strong product
portfolio. Amul product portfolio is comprised mainly of Dairy products. Amul
butter, Amul cheese and Amul ice cream are cash cows for Amul as they have the
major market share in their product category. Amul ice cream is amongst the top
10 ice cream brands of India.
Amul milk, Amul Paneer and Amul Dahi consumption is on the rise. In fact Amul
milk has 26% of market share in the packaged milk segment. The only
disappointing performance is seen in Amul Chocolates which are a burden for
Amul and lot of push is required for the sales of the same. This is because the
chocolate market has established players like Parle, Dairy milk and others.

The Amul family tree has the following brands – Amul Milk, Amul bread spreads,
Amul Cheese, Amul Milk, Amul kool and its variants, Amul pro, Amul ice cream,
Amul Paneer, Amul Dahi, Amul Ghee, Amul Milk powders, Amul Nutramul,
Amul mithai range, Amul mithai mate, Amul chocolates, Amul butter milk. Thus
the product portfolio of Amul considering its dairy origins is astounding. Amul has
various competitors based on different products. In ice cream it is Vadilal,
Dinshaws and Havmor. In butter and milk there is mother dairy, Britannia and
others. However, no competitor has such a vast dairy based product portfolio as
Amul. This is the major reason that Amul has a sustainable competitive advantage
over its competitors.

Price in the marketing mix of Amul – Amul has a strategy of low cost pricing.
Some may call it penetrative pricing. But penetrative pricing strategy is used when
the market has a high level of competition and a player wants to establish itself in
the market by giving low prices. However, in the case of Amul, when Amul
started, there were no national players and the dairy market was unorganized.
During the introduction stage itself, Amul had a vision to provide their products to

17
end customers at the best affordable rates. And the same vision is in place even
today.

Today also, you will find that Amul butter, milk and cheese are available at
affordable prices keeping in mind the end customers. You may call these products
costly, but the cost has nothing to do with Amul’s strategy. Remember that
transportation costs as well as storage and distribution costs are very high in
FMCG. Thus, as the cost of transportation, storage and distribution has increased
over the years, so has the cost of Amul products gone up. But considering their
value for the average India consumer, these products are still priced at an
affordable rate.

Place in the marketing mix of Amul – Amul has a massive distribution network
because its ice creams, milk, butter and cheese is found practically everywhere. As
it is a FMCG product, Amul follows the methodology of breaking the bulk. The
initial factory output is in bulk. Later on this bulk becomes smaller and smaller and
finally one individual slab of butter or scoop of ice cream is sold at the retail place.
There are two different channels through which Distribution happens in Amul. One
is the procurement channel which is responsible for collection of Milk through
dairy co operatives. The other is the distribution channel which is responsible for
distributing the finalized product to the end customers.

In the procurement channel, the milk is individually delivered from farmers to the
co operatives. The co operatives then collect all this milk and send the bulk to the
manufacturing facility. At the manufacturing facility, the milk is used to
manufacture the finalised products.

In the distribution channel, there are carrying and forwarding agents,

distributors, dealers and retailers involved. There are also Amul shoppe’s which
sell all products in the Amul product portfolio. The distribution is as follows.

18
Amul >> Carrying and forwarding agent >> Distributor >> Dealer / Retailer /
Amul Shoppe >> Customer

Amul >> Modern retail

Thus there is a lot of transportation involved for all of Amul’s products. However,
the distribution channel of Amul ensures that the products reach every nook and
corner of India.

Promotions in the marketing mix of Amul – Amul is responsible for one of the
most unique and longest running outdoor campaign as well as one of the most
known outdoor advertising characters – The Amul girl. We would like to take this
opportunity to specially thank Mr Eustace fernandes, the creative brain behind the
sweet girl. But we should know by now that the Amul girl is hardly sweet or cute.
She is known to be the most naughty advertising girl ever. Amul hoardings mainly
feature the current news and are used to take a tongue in cheek viewpoint at current
happenings. However, each advertisement hits the nail on the head.

The promotions of Amul are mainly for butter but for all the other products there is
hardly any promotions. During the launch of products, Amul is known to
go ATL and advertise milk, butter etc. The Smita Patil ad wherein Smita patil is
shown as a village milk collector is one of the most famous ads for Amul. But
overall, the main advertisement is BTL through outdoor, trade promotions,
discount schemes and sales promotions.

The major reason for Amul’s absence in hardcore advertising is that Amul does not
want to give away margins in advertising its products. As per Amul, their
maximum budget for advertising is 1% of the turnover. Above and beyond that
will directly affect the cost of the product. And the major reason for Amuls strong
presence in the market is its excellent quality combined with the affordable price.

19
Thus, overall promotions will always be low for Amul except for the outdoor
advertising of Amul butter.

This concludes the marketing mix of Amul. The bottom line is that we love that an
Indian brand like Amul has reached such staggering heights and that we are a part
of the time when such a white revolution took place.

20
 Chapter 3

AMUL PRODUCTS

21
 Chapter 3

AMUL PRODUCTS

Amul's product range includes milk powders, milk, butter, ghee, cheese, dahi,
yoghurt, buttermilk, chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns,
flavoured milk, basundi and others. Amul product is a recently launched brown
beverage. In January 2006, Amul launched India's first sports drink, Stamina.

Amul introduced Kool Koko, a chocolate milk brand extending its product offering
in the milk products segment. Other Amul brands are Amul Kool, a low-calorie
thirst quenching drink; Masti Butter Milk; and Kool Cafe, ready to drink coffee.

Amul's icecreams are made from milk fat, instead of from vegetable fat. Amul's
sugar-free Pro-Biotic Ice-cream won The International Dairy Federation Marketing
Award for 2007.

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Amul Memory Milk- Kulfi Caramel

Product Details

Product Name Amul Memory Milk- Kulfi Caramel

Description Milk with the goodness of Ayurveda
Packing 200 ml PET bottles
Composition Sterilized Homogenized Flavored Toned Milk & Sugar with Ayurvedic
extracts

Product Specifications

Composition FAT(%) 3.5

SNF (%) 8.5
Nutritional Nutritional Information*
Information
Serving Size 200 ml
Amount per 100 g
Energy 93 kcal
Total FAT 2.9 g
Saturated FAT 1.9 g
Cholesterol 0 mg
Total Carbohydrate 14.0 g
Added Sugar 6.0 g
Protein 2.7 g

23
 Calcium 92 mg
*Approx. values
Shelf Life 180 days when stored in cool and dry place
Storage condition Ambient

Product Features

For centuries we have been using ayurvedic herbs with milk to boost memory. Amul brings to
you this age old secret recipe in "Amul Memory Milk". In today’s competitive world, when your
kids are under tremendous pressure to perform in every field especially studies; Amul Memory
Milk helps in maintaining their performance. It also reduces anxiety & stress and improves
mental acuity in adults.

Fortified with the nutrition of milk and memory boosting Brahmi, Shankhpushpi, Tulsi,
Ashwagandha and other herbs, Amul Memory Milk is your family’s perfect companion in facing
daily challenges.

What is Amul Memory Milk?

According to Ayurveda, certain combinations of herbs are useful for physical and mental
development. These herbs are available in the market in form of paste, powder or capsules.
Traditionally these herbs are consumed as it is or with various supplements. The most popular
supplement with which these herbs are taken is milk. Hence, developing a milk drink with
memory boosting ayurvedic herbs becomes the natural choice. Amul Memory Drink contains
various ayurvedic herbs that are traditionally known to boost memory.

What are the benefits of Tulsi?

 Mental Health: Tulsi has superb and unbeatable medicinal values which heal the mind as
well as the body. Its anti-inflammatory and antioxidant properties reduce inflammation and
the damage caused by harmful free radicals and maintain the health of the nerves and the
tissues. Elevated cortisol levels can be dangerous; it’s commonly known as the stress
hormone, and it can have a major impact on our learning and memory. Vitamin-C and other

24
 antioxidants in Holy Basil, apart from repairing damages done by free radicals, also
minimize the stress caused by these oxidants. They soothe the nerves, lower blood pressure,
reduce inflammation and thus reduce stress.
 Fever: The miraculous healing properties of Holy Basil come mainly from its essential oils
and the phytonutrients contained in it. Holy Basil is an excellent antibiotic, germicidal,
fungicidal and disinfectant agent and very efficiently protects our body from all sorts of
bacterial, viral and fungal infections. The tremendous disinfectant, germicidal and fungicidal
properties of tulsi destroys all pathogens causing fever and heals the resulting fever.
 Respiratory Disorders: Tulsi, along with curing viral, bacterial and fungal infections of the
respiratory system, gives miraculous relief in congestion due to the presence of components
like Camphene, Eugenol and Cineole in its essential oils. It is very effective in curing almost
all varieties of respiratory disorders including bronchitis, both chronic and acute.
 Lung Disorders:The compounds like vitamin-C, Camphene, Eugenol and Cineole that are
present in the essential oils of tulsi do not only cure the infections in the lungs, but also cure
congestion of the lungs. Furthermore, they are found to be effective in healing the damages
caused to the lungs due to smoking, tuberculosis, and lung cancer. It also helps to cure
tuberculosis due to its antibiotic properties.
 Heart Diseases: Holy Basil contains vitamin-C and other antioxidants such as eugenol, which
protect the heart from the harmful effects of free radicals. Additionally, eugenol is very
beneficial in reducing the cholesterol levels within the blood.

What are the benefits of Brahmi?

 Cognitive Boost: One of the most prized benefits of brahmi is its ability to stimulate the
mind, particularly in terms of memory and concentration. It has long been used in Ayurvedic
medicine to increase focus and increase retention. Some of the organic compounds in brahmi
stimulate cognitive pathways in the brain to boost cognitive ability.
 Cognitive Disorders: Closely related to that first benefit of brahmi is the second – its ability
to reduce the onset of cognitive disorders as we age, such as dementia and Alzheimer’s
disease. Research has shown brahmi to be an effective way of stimulating the creation of new

25
 neural pathways and lowering oxidative stress in the brain, which keeps our minds sharp well
into our old age.
 Anxiety and Stress: The active ingredients in brahmi can effect hormonal balance in the body
and positively impact the balance of stress hormones in our body, thereby inducing a calm,
relaxed state in a natural way, avoiding the side effects of traditional pharmaceutical options
for stress and anxiety relief.
 Antioxidant Content: The antioxidants contained in brahmi are essential for promoting a
healthy lifestyle. Antioxidants can eliminate free radicals, the dangerous byproducts of
cellular metabolism that can cause cells to undergo apoptosis (cell death) or mutate into
cancerous cells. These free radicals affect everything from our skin to our cardiovascular
system, so a regular dose of brahmi in a daily or weekly diet can help maintain a high quality
of life and a healthy metabolism. Antioxidants also prevent certain types of cancer; research
is ongoing into the direct pathways that brahmi’s components take to prevent or slow the
spread of cancer.
 Immune System: The small amount of nutrients is supplemented by the antioxidant
compounds to increase the response time of our immune system against pathogens, viruses,
or bacterial infection.

What are the benefits of Ashwagandha?

 Mental Health:Ashwagandha acts as a stress buster as well as revitalizer for the brain and as
such helps in keep the brain active and calm. It is mainly used in soothing the brain and
keeping it cool for better performance. It also increases the memory power and enhances the
brain and its nerves.
 Anti-Carcinogenic Properties: A research study has termed Ashwagandha as an emerging
and novel alternative in the field of oncology because of its cancer killing properties, in
association with radiation therapy and chemotherapy. It is also of interest because it is known
to reduce the side effects of chemotherapy without interfering with the tumor cell-killing
activity.

26
 Anti-Inflammatory Properties: Ashwagandha has been found to be effective in dealing
with a variety of rheumatologic problems. The herb is known to act as a cyclooxygenase
inhibitor that decreases inflammation and pain.
 Cardio-Protective Properties: Ashwagandha, with its anti-inflammatory, anti-oxidant, and
antistressor properties, is good for cardiovascular health problems. It strengthens the heart
muscles and can also control cholesterol.

What are the benefits of Shankhpushpi?

 Memory Booster:Primarily, shankhapushpi is used as a brain tonic. It is one of the best and
prominent natural medicines that help in improving memory. The whole plant of
shankhapushpi is used in medical treatment. Its consumption also prevents memory loss.
 Mental Health:The herb is also used as one of the most important ingredients in the
treatment of disorders/syndromes, such as hypertension, hypotension, anxiety neurosis,
stresses etc.
 Cholesterol Management: The extract from shankhapushpi helps in reducing the level of
cholesterol in blood, including triglycerides, phospholipids and fatty acids.
 Stress Buster: The herb serves to induce a feeling of calm and peace, promotes good sleep
and brings relief in anxiety and mental fatigue. It brings a significant reduction in anxiety
levels and neuroticism occurring due to varied stress levels.

27
Amul EPIC

Product Details

Product Name Amul EPIC

Description Super premium ice cream made with rich Belgian chocolate.
Packing 80 ml stick
Flavours Choco Almond, Strawberry Twist, Choco Cappuccino
Product Specifications

Composition Inner layer: - Ice cream (67%):Milk Solids, Sugar, Liquid Glucose,
cocoa solids, cocoa butter, Permitted Emulsifiers, Stabilizers Outer
layer: Chocolate covering (33%): Sugar, edible vegetable oils, cocoa
solids, cocoa butter, milk solids, almond, permitted emulsifier

28
Amul Brown Ghee

Product Details

Product Name Amul Brown Ghee

Description Amul Brown Ghee

Packing 200ml and 500ml

Product Specifications

Composition % Milk FAT Min, 99.7%

% Moisture Max, 0.3%
Nutritional Nutritional Information*
Information
Amount per 100 g
Energy, kcal 814
Energy from Fat, kcal 814
Total Fat, g 90.5
Saturated fat,g 58
Cholesterol, mg 190
Sodium, mg 0
Total Carbohydrate, g 0
Sugar, g 0
Protein, g 0

29
 Vitamin A, mcg 700
Not a significant source of Dietary fiber, Sugars, Vitamin C, Calcium and
Iron.
*Approx. values
Shelf Life 6 Months
Storage condition Dry and Cool place
Product Features

 Ghee is very healthy for our Body.

 1 spoon a day of Ghee keeps you fit & strong in this fast life where you need we need to be
active & energetic always.
 Ghee can consume for better digestion
 Ghee stimulates muscle movements, strengthen the sense organ, nourish the skin and
improves complexion
 Ghee is good source of energy and provides vitality to human body.
 Amul Ghee is made from fresh cream and it has typical rich aroma and granular texture.
 Amul Ghee is an ethnic product made by dairies with decades of experience, and rich source
of Vitamin A.
 Amul Brown Ghee is cooked at very high temperature during its preparation so that final
product has required flavors and aroma which is desired by consumers of West Bengal ,
Odisha and Assam.
 Amul Brown ghee is available in convenient Jar packing.

Product Application

Spread : Rice/Pulav ,Parantha, Roti etc..

Ideal for Cooking, Garnishing and Making Sweets.

30
Amul Garlic & Herbs Buttery Spread

Product Details

Product Name Amul Garlic & Herbs Buttery Spread

Description Amul Butter with Garlic flakes & Oregano leaves

Packing 100g Sleeve Carton

Product Specifications

Composition Milk FAT, Min : 77%

Moisture Max : 19%
Salt, Max : 3%
Curd, Max : 1%
Nutritional Nutritional Information*
Information
Amount per 100 g
Energy, kcal 697.6
Total Fat, g 77.3
Saturated fat, g 50.3
Total Carbohydrate, g 0
Sugar, g 0
Protein, g 0.5
Not a significant source of Dietary fiber, Sugars, Vitamin C, Calcium and
Iron.

31
 * Approx Values # Not Detectable
Shelf Life Best before 6 months from packaging when stored refrigerated at 4°C or
below
Storage condition At 4°C or below
Product Features

It is a unique product available for the first time in India from house of Amul.

The rich Garlic taste with Oregano herbs blended well in Classic Amul Butter gives it a
unmatched taste & flavour !

No artificial flavour or colour added.

100% Natural !

Surety of brand Amul.

Product Application

Make the same mouth-watering, delicious Garlic Bread at home in a jiffy with Amul Garlic &
Herbs Buttery Spread. See the recipe on the pack.

32
Amul Deshi A2 Cow Milk

Product Details

Product Name Amul Deshi A2 Cow Milk

Description Cow milk from Indigenous cows.

Packing 500 ml PET bottles

Product Specifications

Composition FAT(%) 3.5

SNF (%) 8.5
Nutritional Nutritional Information*
Information
Serving Size 200 ml
Amount per 100 ml
Energy 62 kcal
Energy from FAT 32 kcal
Total FAT 3.5 g
Saturated FAT 2.3 g
Cholesterol 8 mg
Total Carbohydrate 4.7 g
Added Sugar 0g
Protein 3.1 g
Calcium 102 mg

33
 Phosphorus 130 mg
Sodium 50 mg
Thiamine 42.5 mcg
Riboflavin 120 mcg
Niacin 100 mcg
Folic Acid 7.5 mcg
Vit. A(Retinol) 32 mcg
*Approx. values
Shelf Life 96 Hours from the date of packing if kept under refrigeration below 8°C
Storage condition Under Refrigeration (Below 8°C)
Product Features

 Amul Milk is the most hygenic liquid milk available in the market.
 It is pasteurised in state-of-the-art processing plants and pouch-packed to make it
conveniently available to consumers.

Product Application

Direct consumption, Making of : Tea or Coffee, Sweets, Khoa, Curd, Buttermilk, Ghee

34
Amul Masti Dahi

Product Details

Product Name Amul Masti Dahi

Description Curd made from Pasteurised Toned Milk
Packing Poly Pack - 200 gm, 400 gm, 1 kg *
PP Cup - 200 gm, 400 gm, 100 gm *
* In Selected markets only
Product Specifications

Composition
Nutritional Nutritional Information*
Information
Amount per 100 g
Energy 62 kcal
Energy from Fat 28 kcal
Total Fat 3.1 g
Saturated fat 1.9 g
Cholesterol 8 mg
Total Carbohydrate, g 4.4 g
Added Sugar 0g
Protein 4.1 g
Calcium 183 mg

35
 Phosphorus 158 mg
Sodium 61 mg
Thiamine 51.5 mcg
Riboflavin 146 mcg
Niacin 122 ncg
Folic Acid 9.2 mcg
Vit. A (Retinol) 65 mcg
Not a significant source of Vitamin C, Iron and Dietary fiber.
*Approx. values
Shelf Life Poly Pack - 7 Days from the date of packaging PP Cup - 15 Days
Storage condition Under Refrigeration (Below 8C)
Product Features

 Dahi or Curd plays a key role in the Indian diet and in preparation of delicious dishes
like Dahi Wada, Dahi BatataPuri, Dahi Rice, Dahi Idli, Dahi Raita, Kadhi and Muglai
Food.
 It is ideal meal accompaniment and is delicious as well as nutritious by itself too. It is
also used to marinate veg. and non-veg. dishes.
 Dahi is well known for its nutritive values.
 The answer to making great tasting dishes is fresh, creamy and good quality dahi -
"Amul Masti Dahi."

36
Amul Shrikhand

Shrikhand is a semi soft, sweetish sour, whole milk product prepared from lactic fermented curd.
The curd (dahi) is partially strained through a cloth to remove the whey and thus produce a solid
mass called chakka (the basic ingredient for Shrikhand). This chakka is mixed with the required
amount of sugar, etc., to yield Shrikhand.

Product Features

 Prepared from fresh curd, cream, Sugar and pasteurised which gives Amul Shrikhand
Smooth, Tastier, Richer and uniform in texture.
 Loose Shrikhand which is manufactured and marketed by Mithaiwalas / Halwai, who
practically does not care for quality assurance and does not maintain hygienic standards;
while Amul Shrikhand is made with the highest standard of quality and hygiene and is
available at most reasonable price.
 Tastier, Richer, Better Shrikhand, made out of quality ingredients.
 Pasteurised before packing to ensure freedom from disease causing bacteria.
 Hygienic, fully automated production process giving Shrikhand that is untouched by
human hand.
 Highest standard of quality and hygiene ensured at the most state of the art plant at
Sugam Dairy, Baroda & Sabar Dairy, Himatnagar.

37
Amul Gulab Jamun

Product Details

Product Name Amul Gulab Jamun

Description Sweet Category

Packing 1 kg (26 units of Gulab Jamun), 500 g (13 units of Gulab Jamun)

Product Specifications

Composition Milk FAT : 10% , Total Solids : 70% , Sugar Syrup : 62.5%,
Drain Weight : 17 gm each
Nutritional Nutritional Information*
Information
Amount per 100 g
Energy, kcal 292
Energy from Fat, kcal 54
Total Fat, g 6
Saturated fat,g 3
Cholesterol, mg 9
Sodium, mg 46.9
Total Carbohydrate, g 56
Added Sugar, g 46.9

38
 Protein, g 3
Calcium, mcg 187.5
Not a significant source of Vitamin A, Vitamin C, Iron and Dietary
fiber.
*Approx. values
Shelf Life Best before 9 months from packaging when stored in a cool and dry
place
Storage condition Cool and dry place
Product Features

 Amul Gulab Jamun are made out of Pure Khoa

 Manufactured in House of Amul which symbolize Purity
 Instant serving of Sweets after lunch or dinner
 Highly convenient packing with easy to open tin packing

39
Amul Avsar Laddoo

Product Details

Product Name Amul Avsar Ladoo

Description Avsar Ladoos are the hygienically made, ready to eat and highly nutritious
besan (gram flour) Ladoos prepared with pure and fresh Amul Ghee and
besan.
Packing Each box contains 15 Ladoos, Net weight 500g
Product Specifications

Composition Besan (gram flour), Sugar, Pure Ghee, Water, Dry Fruits.
Nutritional Nutritional Information*
Information
Serving size 34g (One Ladoo)
Energy, kcal 489 kcal/100g
Energy from Fat, kcal 234 kcal/100g
Amount per 100 g
Total Fat 26 g
Saturated fat 15 g
Cholesterol 0.048 g
Dietary Fibres 4.3 g

40
 Total Carbohydrate 55 g
Added sugar 34 g
Protein 8.5g
Not a significant source of Vitamin A and Vitamin C.
* Approx. Values
Shelf Life 45 Days
Storage condition Store in a cool and dry place
Product Features

 Pure & Fresh traditional Sweet – untouched by human hands

 No more hassles & cumbersome process of Ladoo making
 Highly Nutritious with necessary carbohydrates, proteins & vitamins

41
 Chapter 4

DATA ANALYSIS AND INTERPRETATION

42
 Chapter 4

DATA ANALYSIS AND INTERPRETATION

The Process of tabulation involves combining and totaling for the collection
data. Tabulation means the systematically presentation of the information
contained the data, in rows and columns in accordance with some silent
features of characteristics.

Table 1: Classification of respondents on the bases of age

Age group No.of respondents Percentage

Below 18 years 20 20%
18-30 years 30 30%
30-45 years 24 24%
45-60 years 18 18%
60 years above 8 8%
Total 100 100%
Interpretation:
The table No. 01 represents the age groups of the respondents are divided into
below below 18 years, 18 to 30 years, 30 to 45 years, 45 to 60 years and above
60 years.
Here, majority (30%) of the respondents age between 18-30 years.
16 15

14
12
12
10
10 9

6
4
4

0
Below 18 years 18-30 years 30-45 years 45-60 years 60 years above

43
Table 2: classification of respondents on the basis of Monthly Income

Income per Month No.of respondents Percentage

Less than Rs.10000 16 16%
Rs.10000-20000 40 40%
Rs.20000-30000 32 32%
30000 and above 12 12%
Total 100 100%
Interpretation:
The table No. 02 represents the monthly income of respondents who are
divided into below Rs. 10000, Rs.10000 to 20000, Rs, 20000 to 30000 and
above Rs.30000.

Here, majority (40%) of respondents monthly income is between Rs. 10000 –

20000.

20
20
18 16
16
14
12
10 8
8 6
6
4
2
0
Less than Rs.10000-20000 Rs.20000-30000 30000 and above
Rs.10000

44
Table 3: Using the product

Duration No of respondents Percentage

1 yeas 20 20

2 years 30 30

Above 3 years 50 50

Total 100 100

Source: Survey Analysis

Interpretation:
The table No. 05 depicts that the product has been using by respondents. 50%
of the respondents are using more than 3 years, 30% are using from 2 years and
20% are using 1 year.

So, it means the company is having long relationship with respondents.

50
45
40
35
30
25 No of respondents
20 Percentage
15
10
5
0
1 yeas 2 years More than 3
years

45
Table 4: Present brands of milk using

Brand name No.of respondents Percentage

Amul 20 20
Nandini 60 60
Loose milk 10 10
Others 10 10
Total 100 100

Interpretation:
It is clear from the above table that, about 60% of respondents uses Nandini
Milk and 20% of respondents use Amul Milk, 10% of respondents uses lose
milk and 10% of respondents uses others milk.

Loose milk
10% Others Amul
10% 20%

Nandini
60%

46
Table 5: Quantity of Milk purchased per day

Quantity No.of respondents Percentage

500 ml 25 25
1 liter 60 60
2 liter 10 10
Above 2 liter 5 5
Total 100 100
Interpretation:
It is clear from the above table that, about 25% of respondents purchases 500
ml of milk daily and 60% of respondents purchases 1 ltr of milk, 10% of
respondents purchases 2 ltr of milk and 5% of the respondents purchases above
2 liter milk per day.

70
60
60

50

40

30 25

20
10
10 5

0
500 ml 1 liter 2 liter Above 2 liter

47
Table 6: Awareness of variants of Amul Product

Opinion No.of respondents Percentage

Yes 84 84
No 16 16
Total 100 100

Awareness

100
80
60
40
20
0
Yes No

Interpretation:
From the above table that 84% of respondents are aware of various of Amul
product and only 16% of respondents are unaware of Amul product.

48
Table 7: Reasons for the choice of Amul brand

Reasons No.of respondents Percentage

Low price 05 05

Good Quality 35 35

Widely available 40 40

Good Service 20 20

Total 100 100

Interpretation:
From the above table that about 5% of respondents are price conscious, about
35% of respondents are quality conscious, 40% of respondents buy the Amul
product which is widely available and about 20% of respondents chooses
because of good service.

40
40 35
35
30
25 20
20
15
10 5
5
0
Low price Good Quality Widely Good Service
available

49
Table 8: Availability of Amul product

Opinion No.of respondents Percentage

Rarely 15 15

Always available 85 85

Total 100 100

Availability

100

80

60

40

20

Interpretation:
From the above table about 15% of the respondents says that the Amul product
is available rarely and 85% of the respondents says that it is always available.

50
Table 9: Satisfaction level of Amul Product

Opinion No.of respondents Percentage

Excellent 14 14

Good 48 48

Average 30 30

Poor 08 08

Total 100 100

Interpretation:
From the above table 14% of respondents rates the satisfaction level of Amul
product as excellent, 30% of respondents as average, 48% of respondents as
good and 8% of respondents rated it as poor.

Poor Excellent
8% 14%
Average
30%

Good
48%

51
Table 10: Opinion regarding the quality of Amul product

Opinion No.of respondents Percentage

Excellent 31 31

Good 54 54

Normal 15 15

Poor 0 0

Total 100 100

Quality

60
50
40
30
20
10
0
Normal Good Poor Excellent

Interpretation:
From the above table 54% of respondents rates the quality of Amul product as
good, and about 31% of respondents rates the quality as Excellent, about 15%
of respondents rates the quality of Amul product as normal.

52
Table 11: Opinion regarding the pricing of Amul product

Opinion No.of respondents Percentage

Very high 14 14

High 52 52

Reasonable 28 28

Low price 06 06

Total 100 100

Interpretation:
From the above table 52% of the respondents having the opinion that pricing of
Amul product is High, 28% of the respondents having the opinion that pricing
of Amul product is Affordable, 14% opinion that pricing of Amul product is
very high and 6% of the respondents having the low price respectively.

60 52

50

40
28
30

20 14

6
10

0
Very high High Reasonable Low price

53
Table 12

Promotion activities of the Amul product in your city

Opinion No.of respondents Percentage

Poor 22 22

Good 44 44

Average 34 34

Very good 0 0

Total 100 100

Promotions
50

40

30

20

10

0
Poor Good Average very good

Interpretation:
From the above table that, 22% of respondents rates the promotion activities of
the Amul product in their city as poor, 34% of respondents rates as average and
44% of respondents rates it as good.

54
 Chapter 5

FINDINGS, SUGGESTIONS AND CONCLUSION

55
 Chapter 5

Findings, Suggestions and Conclusion

Findings

 majority (30%) of the respondents age between 18-30 years

 majority (40%) of respondents monthly income is between Rs. 10000 – 20000.

 50% of the respondents are using more than 3 years

 60% of respondents uses Nandini Milk and 20% of respondents use Amul Milk

 60% of respondents purchases 1 ltr of milk

 84% of respondents are aware of various of Amul product

 40% of respondents buy the Amul product which is widely available

 85% of the respondents says that it is always available

 48% of respondents as good

 54% of respondents rates the quality of Amul product as good

 52% of the respondents having the opinion that pricing of Amul product is
High

 34% of respondents rates as average and 44% of respondents rates it as good.

56
Suggestions

 The awareness of all Amul’s products should be increased through local

advertisement Medias like palm plates, advertisement in local news paper,
hoardings and various magazines published in local languages.
 They should provide festival discount during festival seasons in order to
make more sales.
 Amul milk and its products must be made more available in retail shops and
supermarket. This would enable the customers to have easy accessibility.
 It is clear from the survey that majority of the customers are not aware of
SNF (solid not fat). Therefore, the consumers must be educated about the
contents of Milk & their importance.
 Prominent attributes that consumer look for while buying Amul product is
quality and freshness, if proper and immediate steps are not taken in this
regard, then people may shift to other brands which they claim to have better
quality and freshness.
 It is also necessary for the company to come up with attractive packages,
which this can also be a promotional activity.
 The company needs to re -think on its pricing policy to increase the market
share.

57
Conclusion
The corporate exposure and learning gives a very good exposure in terms
of understanding the company in detail knowing its activities and the specifi c
roles played by each functional department.

Based on the findings and experience the researcher had while

conducting the survey few suggestions like reduction of price, ensuring the
better quality control and to ensure quality packing etc. was presented to the
company.

The researcher feels of having contributed to the company by conducting

the study and providing them with the necessary information.

58
 Questionnaire
I am Ranjith Murthy S.K the student of final year B.B.M. of Sahyadri Arts
and Commerce College, Shimoga conducting a survey on “Consumer
satisfaction towards Amul and its product. As a part of our curriculum, I
request your kind selves to co-operate with us by filling up following
questionnaire your answer will be kept confidential.

Thanking you Yours faithfully

Ranjith Murthy S.K

1. Name :
2. Address :

3. Gender:
a. Male []
b. Female []
4. Age group:
a. 18-25 years [ ]
b. 25-30 years [ ]
c. 30-35 years [ ]
d. Above 35 years [ ]
5. Educational Qualification:
a. Matriculate []
b. Graduate []
c. Post graduate []
d. Any others _______
6. Occupation:
a. Govt. employee [ ]
b. Business man []

59
 c. Students []
d. Pvt. Employee []
e. Others []
7. Annual Income :
a. 100000 -200000 [ ]
b. 200000-300000 [ ]
c. 300000-500000 [ ]
d. Above 500000 []
8. Are you using Amul Product?
a. Yes [ ]
b. No [ ]
9. If yes, which Product:
a. Full Cream Milk [ ]
b. Amul Curds []
c. Amul Ghee []
d. Amul Peda []
e. Amul Butter []
f. Amul Badam Powder [ ]
g. Amul Khova []
h. Amul Cheese []
i. Amul Milk Powder []
j. Amul Paneer []
10. Satisfaction level of Amul Brand
a. Poor [ ]
b. Average [ ]
c. Good [ ]
d. Excellent [ ]
11. What do you feel about after purchase of Amul Product?
a) Highly satisfied [ ]
b) Satisfied []
c) Dissatisfied []

60
12. Since how long you have been using it?
a) Last 1 year []
b) Last 2 years []
c) Last 3 years []
d) More than 3 years []
13. Do you watch the advertisement of Amul products?
a) Yes [ ]
b) No [ ]
14. Who influenced you to purchase Amul products?
a) Retailer []
b) Friend []
c) Advertisement []
d) Relatives []
15. In what terms Amul product superior than other brand
a) Better quality []
b) Lower price []
c) Made up of milk [ ]
d) Good taste []
16. What is your opinion about taste of Amul Product?
a) Excellent [ ]
b) Very Good [ ]
c) Good []
d) Fair []
e) Poor []
17. Where do you get Amul Product?
a) Retail outlets []
b) Ice cream parlor [ ]
c) Sweet stall []
d) Canteens []
18. How do you come to know about Amul Product?
a) Advertisement []
b) Relatives []

61
 c) Friends []
d) Publicity []
19. What are the opinions about Amul Product?
a) Excellent [ ]
b) Very Good [ ]
c) Good []
d) Fair []
e) Poor []
20. What are the opinions about quality of Amul Product?
a) Excellent [ ]
b) Very Good [ ]
c) Good []
d) Fair []
e) Poor []
21. What is the Opinion about pricing about Amul Product?
a) Very High [ ]
b) High []
c) Average []
22. Your Suggestions for Amul Product
______________________________________
______________________________________
Signature
Date:
Place:

62
 BIBLIOGRAPHY

Books
1. Basu. P (2009), “Villages, Women, and the Success of Dairy Co-operatives
in India”, Cambria Press, Amherst, NY.

2. Mathur, B. S. (1985), “Co-operation of India”, Sahitya Bhavan, Agra.

3. Sharda V. (1986), “Theory of Co-operation”, Himalaya Publishing House,

Mumbai.

4. The Amul Story, A Saga of Co-operative Effort, The Kaira District

Cooperative Milk Producers’ Union Limited, Anand, Gujarat.

5. Wilfred Candler, Nalinikumar (1998), “India: The Dairy Revolution, The

Impact of Dairy Development in India and World Bank’s Contribution”, The
World Bank, Washington, D.C

6. Indian Dairy, by Dr. Kuriyan

7. Dairy Technology of India, by Dr. Srinivasan

8. Annual marketing reports of SHIMUL

Websites
www.ubdb.com

www.indiandairy.com

www.indiainfoline.com

63