ILMI Office - Project of Consumer Behavior On Milk and Products

4/18/2017 ILMI Office: Project of Consumer Behavior on Milk and Products
Home Projects Lectures Learn English MCQs Teacher's Blog
Search
Project of Consumer Behavior on Milk and Products Search
; Ads by Google Dairy Products Milk and Dairy Dairy Industry
INTRODUCTION
Marketing is a total system of business, an ongoing process of:

1. Discovering and translating consumer needs and desires into the
products services (planning and producing the planned products).
2. Creating demand for this product and services (through promotion
and pricing)
3. Serving the consumer demand through planned and physical
distribution) with the help of marketing channels and then I turn.
4. Expanding the market even in the place of keen competition. Like Share 2 people like this. Be the first of your friends.
The modern marketer is called upon to set the marketing objectives, develop Popular Posts
the marketing plan, organize the ,marketing function, implement the

Marketing Research Project on
marketing plan or programme ( marketing mix) and control the marketing
Nestle
programme to ensure the accomplishment of the set marketing objectives.
The marketing programme covers producer planning or merchandising, price,
Marketing Research Project
promotion and distribution. on Ufone
In short, modern marketing begins with the customer, not with
production cost, sales, technological landmarks and it ends with the customer
satisfaction and social well-being. Under the market- driven economy buyer
Marketing Research Project on PEPSI and
or customer is the boss. COKE
Marketing has been viewed as an ongoing or dynamic process involving
a set of interacting activities dealing with a market offering by producers to Marketing Research Project on Unilever
consumers on the basis of reliable marketing anticipation.
http://www.ilmioffice.com/2011/09/project-of-consumer-behavior-on-milk.html 1/35
Marketing is a matching process by which a process by which a producer

provides a marketing mix that meets consumer demands of a target markets
within the limits of society. The process is based on corporate goals and
corporate capabilities. Marketing process brings together producers and
consumers the two main participants in exchange. Each producer or seller has Management Project On ZONG
certain goals and capabilities in making and marketing his products. He uses
Marketing Research Project
marketing research as a tool to anticipate market demand. Then he provides a on Vital Tea
marketing mix in order to capitalize marketing opportunity. An exchange or a
transaction takes when market offering is acceptable to the customer who is
prepared to give something value I return against the product so bought.
Finance Project on Ratio Analysis on
ENGRO
INDUSTRY PROFILE
Dairy is a place Internship Report on
where handling of milk and milk products is done and technology refers to the Financial Statements and
Ratio Analysis
application of scientific knowledge for practical purposes. Dairy technology
has been defined as that branch of dairy science, which deals with the
processing of milk and the manufacture of milk products on an industrial Project of Consumer Behavior on Milk
and Products
scale.
The dairy sector in the India has shown remarkable development in the past
Project on New Product Development on
decade and India has now become one of the largest producers of milk and Unilever
value-added milk products in the world.
The dairy sector has developed through co-operatives in many parts of
the State. During 1997-98, the State had 60 milk processing plants with an
aggregate processing capacity of 5.8 million litres per day. In addition to these
processing plants, 123 Government and 33 co-operatives milk chilling centers
operate in the State.
Also India today is the lowest cost producer of per litre of milk in the
world, at 27 cents, compared with the U.S' 63 cents, and Japans $2.8 dollars.
Also to take advantage of this lowest cost of milk production and increasing
production in the country multinational companies are planning to expand
their activities here. Some of these milk producers have already obtained
quality standard certificates from the authorities. This will help them in
marketing their products in foreign countries in processed form.
The urban market for milk products is expected to grow at an accelerated pace
of around 33% per annum to around Rs.43,500 crores by year 2005. This
growth is going to come from the greater emphasis on the processed foods
sector and also by increase in the conversion of milk into milk products. By
2005, the value of Indian dairy produce is expected to be Rs 10,00,000
million. Presently the market is valued at around Rs7,00,000 mn.
Milk Production from 1950 to 2020
1950 17 million tonnes

1996 70.8 million tonnes
1997 74.3 million tonnes
(Projected) 2020 240 million tonnes
Expected to reach- 220 to 250 mt 2020
India contributes to world milk production rise from 12-15 % & it will increase
up to 30-35% (year 2020)
World's Major Milk Producers (Million MTs)

2003-04
2002-03
Country (Approx.)
India 81 84.5
Brazil 75 77
Russia 34 33
Germany 27 27
France 24 24
Pakistan 21 22
USA 71 71
UK 14 14
Ukraine 15 14
Poland 12 12
New Zealand 11 12
Netherlands 11 11
Italy 10 10
Australia 9 10
Research and Development in Dairy Industry
The research and development need to the dairy industry to develop and
survives for long time with better status. The various institute and milk dairy
companies R&D results provide base for todays industry growth and
development. The research and development of products of dairy, like yogurt
and cheese market research and company reports provides insights into
product and market trends, analysis opportunities, sales and marketing
strategies will help local milk unions to develop and spread world wide
through obtaining this knowledge. Specific on market share, segmentation,
size and growth in the US and global markets are also helps industry to
expand its market worldwide even small union also.
Development of Food Processing Industry
The food processing industry sector in India is one of the largest in terms
of production, consumption, export and growth prospects. The government of
accorded it is a high priority, with a number of fiscal relieves and incentives, to
encourage commercialization and value addition to agriculture produce, for
minimizing harvest wastage, generating employment and export growth.
Food processing industry is providing backbone support to the milk

industry. The development food products by using milk can give good market
opportunities to produces milk.
Products and Industry Status
Among the products manufactured by organized sector are Ghee, Butter,

Cheese, Ice-Creames, Milk powders, Melted milk food, Infant food,
condensed milk etc.. some milk products like Casein and Lactose are also
being manufactured lately. Therefore, there is good scope for manufacturing
these products locally.
Liberalization of the economy has led to a flood of new entrants, including
MNCs due to good prospects and abundant supply.
Investment Potential in Milk Products

At the present rate of growth, India is expected to overtake the US in milk

production by the year 2010, when demand is expected to be over 125.69
ml.tn. Being largely imported, manufacture of casein and lactose has good
scope in the country.
Exports of milk products have been decentralized and export in 2005-

2010 is estimated at 71.875 cr.
Production of Milk in India
The facts and figures here shown are calculated on the basis of percentage
increases pear year.
Production in
Year
million MT
1993-94 61.2
1994-95 63.5
1995-96 65.0
1996-97 68.0
1997-98 71.0
1998-99 74.5
1999-00 78.0
2000-01 81.51
2001-02 85.17
2002-03 89.0
2003-04 93.0
2004-05 97.65
2005-06 102.45
2006-07 107.58
Company profile of Amul
Name Karia district co-operative milk producers ltd, widely

known as Amul
From Co-operative sector registered under the co-operative
society act
Location Amul dairy, nr, railway station, Amul dairy road, Anand
Gujarat , India
Registration 14th December, 1946

Registered Kaira district co-operative milk producers ltd, Anand
-388 001. Gujarat
Size Production of different products on large scale,

collecting 9 to 15 lakh liters milk everyday & producing
milk products.
Plant There are 4 plants
1) Amul Plant 2) Kanjari Plant
3) Mogar Plant 4) Khatraj Plant
Banker 1. The Kaire District Center Co-Operative Bank Ltd.

2. UTI bank 4. Bank of Baroda
3. SBI 5. Corporation bank 6. Bank of
Maharashtra
Working 10:45 am to 5:45 pm

Founders 1. Shri Tribhuvandas K. Patel
2. Shri Sadar Vallabhbhi Patel
3. Shri Morarji Desai
4. Shri Verghese Kurien
5. Shri Harichand M. Dalaya
Brief History of Amul:
Amul (Anand Milk Union Limited), formed in 1946, is a dairy
cooperative movement in India. It is a brand name managed by an apex
cooperative organization, Gujarat Co-operative Milk Marketing Federation
Ltd. (GCMMF), which today is jointly owned by some 2.6 million milk
producers in Gujarat, India.
AMUL is based in Anand, Gujarat and has been a sterling example of a

co-operative organization's success in the long term. It is one of the best
examples of co-operative achievement in the developing world. "Anyone who
has seen ... the dairy cooperatives in the state of Gujarat, especially the highly
successful one known as AMUL, will naturally wonder what combination of
influences and incentives is needed to multiply such a model a thousand
times over in developing regions everywhere. The Amul Pattern has
established itself as a uniquely appropriate model for rural development.
Amul has spurred the White Revolution of India, which has made India the
largest producer of milk and milk products in the world. It is also the world's
biggest vegetarian cheese brand.
AMUL: The origin
The mighty Ganges at its origin is but a tiny stream in the Gangotri ranges of
the Himalayas. Similar is the story of Amul which inspired Operation Flood
and heralded the 'White Revolution' in India. It began with two village
cooperatives and 250 liters of milk per day, nothing but a trickle compared to
the flood it has become today. Today Amul collects processes and distributes
over a million liters of milk and milk products per day, during the peak, on
behalf of more than a thousand village cooperatives owned by half a million
farmer members. Further, as Ganga-ma carries the aspirations of generations
for moksha, Amul too has become a symbol of the aspirations of millions of
farmers.Creating a pattern of liberation and self-reliance for every farmer to
follow.
The Start of a Revolution
The revolution started as awareness among the farmers that grew and
matured into a protest movement and the determination to liberate them.
Over four decades ago, the life of a farmer in Kaira District was very much like
that of his counterpart anywhere else in India. His income was derived almost
entirely from seasonal crops. The income from milch buffaloes was
undependable. The marketing and distribution system for the milk was
controlled by private traders and middlemen. As milk is perishable, farmers
were compelled to sell it for whatever they were offered. Often, they had to sell
cream and ghee at throwaway prices. In this situation, the one who gained was
the private trader. Gradually, the realization dawned on the farmers that the
exploitation by the trader could be checked only if marketed their milk
themselves. In order to do that they needed to form some sort of an
organization. This realization is what led to the establishment of the Kaira
District Cooperative Milk Producers' Union Limited (popularly known as
Amul) which was formally registered on December 14, 1946.
Am ul'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:
Provide a support system to the milk producers without disturbing
their agro-economic systems
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.
Bring at the command of the rural milk producers the best of the
technology and harness its fruit for betterment
Produce an appropriate blend of the policy makers farmers board
of management and the professionals: each group appreciating its
roles and limitations
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
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. The village society also facilitates the implementation of
various production enhancement and member education programs
undertaken by the Union. The staff of the village societies has been trained to
undertake the veterinary first-aid and the artificial insemination activities on
their own.
Gujarat Cooperative Milk Marketing Federation
GCMMF: An Overview
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest
food products marketing organization. It is a state level apex body of milk
cooperatives in Gujarat 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.
13 district cooperative milk

Members:
producers' Union
No. of Producer Members: 2.7 million
No. of Village Societies: 13,141
Total Milk handling capacity: 10.21 million liters per day
Milk collection (Total - 2007-08): 2.69 billion liters
Milk collection (Daily Average 2007-
7.4 million liters
08):
Milk Drying Capacity: 626 Mts. per day
Cattlefeed manufacturing Capacity: 3090 Mts per day
Sales turn over from 1994 to 2008:
Sales Turnover Rs (million)
1994-95 11140
1995-96 13790
1996-97 15540
1997-98 18840
1998-99 22192
1999-00 22185
2000-01 22588
2001-02 23365
2002-03 27457
2003-04 28941
2004-05 29225
2005-06 37736
2006-07 42778
2007-08 52554
Ownership Pattern of Amul
Amul is a co-operative sector & it is having 22 total numbers in

societies. In addition to this there is total 1800 manpower in organization.
Gujarat co-operative milk marketing federation ltd. widely known as
GCMMF faces through competition in the Indian market by different
companies. So that by advertising and promoting its product GCMMF has
become one of the leading dairies in India. In western of India, GCMMF
shares most of the market while in other parts of India it is next so. But slowly
and surely GCMMF is growing in sharing the market with other competitors
industries.
Now there is machinery around Rs. 1500 lakh which is to be in
expansion with higher advanced machinery to Rs. 1600 lakhs.
Accumulated members share capital in union is Rs. 553,935,000 this
share capital is deposited in Amul bank account in the name respective
member dairy co-operative societies.
Information about Competitors
The Indian market is dominated by a large number of small local manufacture

and regional players.
There are an estimated 150 manufactures in the organized segment which
account for 30-40% of sales and about 1000 units in the unorganized
segment of the market.
They have also competitor in the market. They felt very tuff competition in
our country and outing countries.
According to Product Categories

For Liquid Milk: For Ice-Cream Product
Gayatri Milk Gokul Ice-Cream
Super Milk Dairy Den Ice-Cream
Payal Milk Quality Walls Ice-Cream
Sardar Milk Havmor Ice-Cream
Samrrudhi Milk Max
Sagar Milk Vadilal Ice-Cream
For Ghee Product For Chocolate

Gopi Ghee Cadbury
Gayatri Ghee Max
Krishna Ghee Dairy Milk
Abad Ghee Five Star
Nestle
Butter Cheese
Nature butter Britannia
Lebon
Theoretical Background of This Study
STATEMENT OF THE PROBLEM
Many companies are aiming for high satisfaction because customers who
are just satisfied still it find it easy to switch when better offer comes along.
Those who are highly satisfied are much less ready to switch. High satisfaction
creates an emotional bind with the brand not just a rational preference. The
result is highly customer loyalty. Hence an attempt has been made to identify
the customer attitude and satisfaction on Amul Milk Products
OBJECTIVES OF THE STUDY
This project is based on consumer satisfaction towards Amul Milk and Milk
products in Anand. Objectives of study are;
1. To know the customer behavior and to identify the level of customer
satisfaction towards Amul
2. To offer pragmatic suggestion for growth and development of Amul
products.
3. To know the various marketing mix that influence the customer
behavior.
SCOPE OF THE STUDY

Customer satisfaction is an important element in the marketing activity.
This customer satisfaction decides the fate of the product and organization.
There is various factors influence to the customer satisfaction. These
factors are,
Post purchase behavior, Reputation, Product availability, Branding, and
convenient etc.
METHODOLOGY
The study is mainly concerned with behaviors of the customers

satisfaction towards AMUL products and Milk products. Hence various
data and methodology is considered in my report preparation. The main
data sources are:
PRIMARY DATA
The primary data refers to original information gathered for a

specific purpose and provides up to date, accurate and relevant information
and it is gathered in an investigation according to the needs of the problem.
TOOLS USED TO COLLECT THE PRIMARY DATA
The primary data is collected on the basis of survey method with

the help of questionnaires, and interviews, personal observation, direct

consultation with consumers and dealers.
Both open and closed end questions are used in the questionnaire.
METHODS
The survey method is used to collect the primary data with the help
of questionnaire based on explorative and conclusive research.
SAMPLING UNIT
It refers to the individuals who are to be surveyed in the study and

it is the customer who is consuming or using or who has bought AMUL
milk and milk products are surveyed.
SAMPLE SIZE
It refers to the number of people surveyed for this topic, in the

study 100 people were surveyed and responses drawn.
SECONDARY DATA
The secondary data can be defined as data collected by son\me one
else for purposes other than solving problem being investigation and
previously meant for another purpose.
A secondary data is collected from the books, periodical journals,
magazines, papers, company records, internet and other publication.
LIMITATION OF THE STUDY
1. Total coverage of the study is limited to the few customers for

collecting AMUL milk and milk products at Anand, Baroda, and
Vidhyanagar & at some small village.
2. Sample size of the study is restricted to 100 customers only.
3. Most of the respondents hesitate to give information but how ever
an attempt is made to collect the data systematically.
4. Time is the one constraint of the survey.
THEORITICAL DISCUSSION
INTRODUCTION
The term market is derived from the Latin word Marcatus which
means to trade or place of business. So in the literal sense and in the ordinary
language, the term Market refers to a certain place, where buyers and sellers
personally meet each other and make their purchase and sales. In short, it
means a certain place where goods are bought and sold.
However in commerce the term Market is used in the economic sense.

In the economic sense the term Market does not refer to any particular place
where buyers and sellers meet face to face and make their purchase and sales,
but covers the whole of any region, where the buyers and sellers are in such
free intercourse, that is contract or communication with one another that a
single price prevails for a certain commodity at a certain point of time through
the region.
In short, it means the getting together of buyers and sellers in person or

any by mail telephone, telegraph of through any other means of
communication.
Marketing
The meaning of the term marketing can be studied under two heads.
They are,
1. Traditional or old view of marketing
2. Modern of customer oriented marketing
Definition
According to the American Marketing Association, Marketing is the
performances of business activities that direct the flow of goods and services
from producer to customer or user
Five Stages of Customer Bonding
This bond results from effective one-on-one communication, mutually-

beneficial interaction, the company's genuine interest and involvement in the
customer's life and lifestyle, a combination of customer allegiance and
company advocacy, and a shared sense of purpose.
Customer loyalty develops from personal relationships and trust between the
company and the customer over time. This includes keeping customers
involved throughout the product lifecycle as well as developing products
and/or services to meet changing customer needs and desires.
AWARENESS
The art of earning customer "share-of-mind" involves creating an impression
of personal identification with the company's products and/or services.
This first stage, awareness, represents the weakest aspect of a relationship
because it is non-interactive and depends entirely on the customer's
perception
IDENTITY
The identification stage occurs when a potential customer asks the question,
"What's in it for me?"
A customer identifies a product of service as meeting one or more important
personal needs, such as self-fulfillment, status, or belonging.
A customer may perceive the company as having values and preferences
similar to his own and begin to form a relationship with the company.
RELATIONSHIP
At this stage, the customer receives the benefit of products and/or services
tailored specifically to his individual needs (at least as nearly as the company
can provide).
Once a customer interacts with the company, repeated experiences of
individual customer satisfaction take on significant importance.
Customers expect that products will work and that they will receive good
service. Customer delight results largely from how a product is sold and is
serviced as well as how the company responds to inquiries and solves
problems.
COMMUNITY
Customer bonding requires high levels of effective interaction. When the
company integrates its products and services into the life and lifestyle of its
customers, communal bonding occurs.
The community relationship stage achieves an integration of values,
preferences and priorities between customer and company where each derives
mutual benefit. Companies that achieve this type of loyalty consistently
delight their customers.
ADVOCACY
At this advanced level of customer bonding, the company services as an
advocate for the customer, and the customer shows an allegiance to the
company; word-of-mouth advertising flourishes. Because the company now
can encourage buyer-get-a-buyer programs through appropriate incentives, it
must be prepared to follow through professionally to make new recruits feel
as valued as the advocates who recommended them.
Market Segmentation
The process of talking the total heterogeneous market for a product &
dividing it in to several sub markets each which tend to be homogeneous in all
significances.
There are few bases for segmentation markets,
Customer characteristics
Consumer responses
The major segmentation variables for consumers markets are,
o Geographic segmentation (nation, state, country, city)
o Demographic segmentation (age, family, religion, generation,
nationality, social class)
o Psychographic (life style, personality & status class)
o Behavioral (occupation, benefits, users, loyalty, )
These variables can be used singly or in combination, business marketer use
all these variable as along with operating variables, purchasing approaches,
substantial, accessible, differentiable, & actionable.
Customer Behavior
The term consumer behavior refers to the behavior that consumer

displays in reach for purchasing using, evaluating & disposing of products &
services that they except will satisfy their needs.
Consumer Research
Consumer research is the methodology used to study consumer behavior
research offer set diverse to identify consumer needs it is used to identify both
felt & unfelt needs, to learn how consumers. Perceive product & brand &
stores. What their attitudes are before and after promotional campaigns &
how & why they make their consumption decision.
Consumer Satisfaction
All business firms have realized that marketing is a core element of
management philosophy & the key to its success lies in focusing more & more
on the customers. That is, it will be the customer who will decide where the
firm is heading. Thus the challenge before the marketer is to ensure that they
should satisfy every customer.
Satisfaction is an important element in the evaluating stage. Satisfaction
refers to the buyers state of being adequately rewarded in a buying situation
for the sacrifices he has made one the customer purchase & use the product
they may then become either satisfy or dissatisfied.
The result of satisfaction to customer form the purchase of the product
or services is that more favorable post-purchase attitude, higher purchase
intention & brand loyalty to be exhibited that the same behavior is likely to be
exhibited in a similar purchasing situation. The term consumer is a typically
used to refer to someone who regularly purchase from a particular store or
company.
Customers are people who are happy with the product & services & are
willing to come back & pay for it again.
Today the firms aim to give satisfaction to the customer through
marketing concepts. The firm try to help the buyers in the solving the problem
then competitors. The marketers must see that consumers with purchasing
power constitute a potentials buyers are identified. It is essential for the
marketer to carry out the business in such a way that they give satisfaction to
consumers needed. When a firm markets a product or service it should aim to
enjoy consumers satisfaction & profit maximization.
Concept & Need for Studying Consumer Behavior

Consumer behavior can be said to be the study of how individual make
decision on how to spend their available resources (time, money, effort) on
various consumption related items. This simple definition of consumer
behavior tells the markets to resolve every activity around the ultimate
consumers & gauge their behavior by specially focusing on:
Who buys products or services?
How do they buy products or services?
Where do they buy them?
How often they buy them?
Why do they buy them?
How often they use them?
These questions will help in understanding better what factors

influences the decision making process of the customers. The decision
making process identifies the number of people who are involve in this
process & describes a role to them like users, decides, influences & buyers.
It is believed that consumers or customers make purchase decision on
the basis of receipt of a small number of selectivity chosen pieces of
information. Thus it will be very important to understand what & how mush
them to evaluate the goods & services offerings.
Customer Expectation
Customer expectation through look realistic is very often build upon on a
very high platform. Then the quality of the product or services may not match
the expectation. This again will affect the consumer satisfaction level.
So as to reduce the level of dissatisfaction among the customers, the
marketing decision maker could adopt approaches wherein he can classify
market in relation to the degree of opportunity to deliver customer
satisfaction. He could establish itself common factors & them evaluate each
market opportunity against these. The most probable factors which influence
consumers behaviors are:

Market size
Rate of growth of the market
Stability or demand
The due importance attached to price by the consumers before
making a purchase decision
Consumer emphasis & the due importance given to the quality
aspect
The consumers desire for product innovation
The level of competition (inclusive of both existing & potential
competitors)
The firms competitive strengths in terms of price & product
Expectations at the general level like are quality, durability,
reliability, style, etc.
Feedback
Many of the companies are entrusting their customers to give a feedback
& use this as a means of maintaining regular contact & dialogue, having
realized the importance of obtaining a feedback the consumers. Rather than
avoiding comment, companies are encouraging their customers to talk, as
mention above, feedback helps them, market firm to get on idea of the
customers view point on their product or services & more important is that
this information will help them to take action & deal with any problem
immediately.
Brands
Brands were originally developed as labels of own ship: Name Term
Design and Symbol. However, they today it is what they for people that
matters much more, powerful brands can drive success in competitive and
financial markets, and indeed become the organizations most valuable assets.
Brand Loyalty
It has been proclaimed by some to be the ultimate goal of marketing. In
marketing, brand loyalty consist of a consumers commitment to repurchase
the brand and can be demonstrated by repeated buying of a product or service
or other positive behaviors such as word of mouth advocacy. True brand
loyalty implies that the consumer is willing, st least on occasion, to put aside
their own desires in the interest of the brand.
Customer Focus
Many companies today have a customer focus (or customer orientation).
This implies that the company focuses its activities and products on consumer
demands. Generally there are three ways of doing this: the customer driven
approach, the sense of identifying market changes and the product innovation
approach.
In the consumer driven approach, consumer wants are the drivers of all
strategic marketing decision. No strategy is pursued until it passes the test of
consumer research. Every aspect of a market offering, including the nature of
the product itself, is driven by the needs of potential customers. The starting
point is always consumer. The rationale for this approach is that there is no
point spending R&D funds developing products that people will not buy.
History attested to many products that were commercial failure in spite of
being technological breakthroughs.
Customer Loyalty
It takes a lot less money to increase your retention of current than to
find new ones but I know I dont give it as much effort as I should because it
does take a lot of energy and effort
Analysis and Interpretation of the Data

The collected data were not easily understandable, so I like to analyze
the collected data in a systematic manner and interpreted with simple method.
The analysis and interpretation of the data involves the analyzing of the
collected data and interpretation it with pictorial representation such as bar
charts, pie charts and others.
Gender
Gender play vital role in purchase decisions. Gender classified on sex
basis i.e. male and female. Gender classification is requiring to marketer
because different gender exibit different perception towards products. In
classification of gender the following number is used to know their
perception.
Classification of Customers Based On Sex

Sex No. of respondents Percentage %
Male 35 35
Female 65 65
total 100 100
Sources: Primary Data
Table no 5.1
Interpretation
35% of the respondents are male and 65% of the respondents are female.
From the above table we can conclude that, the majority of the respondents
were belongs to female group.
Occupation
Occupation is also influences a persons consumption pattern. A blue
collar worker will buy work cloths, work shoes and lunch boxes. Similarly the
Amul Milk and Milk products are purchased by various occupants. The
following occupants of the respondents are classifies for the data collection.
Analysis of Occupation of the Respondents

Occupation No. of. respondents Percentage
%
Business 20 20
Employee 10 10
House wife 65 65
Others 05 05
Total 100 100

Table no.5.2
Interpretation
20% of the respondents are business, 10% of the respondents are
employees, and 65% of the respondents are house wives, 05% of the
respondents are others group.
Income
Income decided the purchasing power of the customer. If the income is

high then, they go for high quality irrespective of price of the product. Hence
in this research I like to collect the data how income is influence to purchase
Amul Milk and Milk products.
Analysis of Monthly Income of the Respondents

Monthly income No. of respondents Percentage %
Below 5000 38 38
5001-10000 30 30
10001-15000 21 21
15001 & above 11 11
Total 100 100
Table No: 5.3
Interpretation
As per the data 38% of the respondents earn per month below 5000,
30% of the respondents earn 5001 to 10000, 21% of the respondents earn
above 10001 to 15000. 11% of the respondents earn 15000 & above. From the
above table we can conclude that majority of the respondents monthly
income group of below 5000 and more than 5000 to 10000.
Purchasing Factor
Identification of various factors plays a vital role in consumer

behavior study. The various factors such as quality, price easy available etc. is
influencing lot and influences positively. The following data reveals how
various factors are influencing to buying of Amul Milk and Milk products.
Analysis of Factors to Buy AMUL Milk and Milk Products

Factors No. of Respondents Percentage %
Quality 38 38
Brand image 28 28
Price 20 20
Easy availability 14 14
Others Nil Nil
Total 100 100
Source: Primary Data
Table no: 5.4
Interpretation
38% of respondents buying AMUL Milk & Milk products for its Good
Quality, 28% of respondents use for its Band Name,20% of its Price
consideration, 14% of its easy availability of respondents buying AMUL Milk
& Milk products.
Quality
Company has two responsibility in a quality centered. First, they must
participate in formulating strategies and policies designed to help the
company win through total quality excellence. Second they must deliver
marketing quality alongside production quality. This helps to company to
attract more number of customers to their products. Hence I try to collect
information related to quality of AMUL Milk & Milk products.
Opinion of the Respondents Regarding Quality

Opinions No. of Respondents Percentage ( % )
Thickness 35 35
Freshness 45 45
Taste 20 20
Others Nil Nil
Total 100 100
Table no: 5.5
Interpretation
As per the data, 35% of the respondents buy the milk due to Thickness,
45% of the respondents for Freshness, and 20% of respondents for Taste.
Quality takes vital role in every organization. From the above table we
can conclude that majority of the respondents expressed that AMUL Milk &
Milk products have Thickness.
Respondents Consumption Quality

Consumption quality is varying with various respondents. Some of
customer they buy less quantity and some them huge quantity depends upon
requirement and number of people in their houses. The data is collected to
know the various consumption patterns.
Analysis of Consumption of Average Milk per Day

Consumption No. of Respondents Percentage (%)
1 Liter 70 70
2-4 Liter 10 10
More than 4 Liters 20 20
Total 100 100
Table no: 5.6
Interpretation
70% of the respondents are consuming one liter per day. 10% of the
respondents are consuming two to four liter per day. 20% of the respondents
are consuming more than four liters per day.
From the above table we can conclude that majority of the respondents
were consuming one liter per day.
Purchase Duration
Repeat purchase will help to know what customer loyalty towards Amul
Milk & milk products. When consumer repeatedly purchases the product, it is
understood that they are satisfied with the products. The following data show
the various statuses of the respondents.
Analysis of Purchase Duration of the AMUL Milk & Milk

Products
Duration No. of Respondents Percentage (%)
6 Months 05 05
1-2 Years 15 15
3-4 Years 20 20
More than 4 years 60 60
Total 100 100
Table no: 5.7
Interpretation
As per the data gathered, out of 100 respondents, 05% of the
respondents buying since last six months, 15% of the respondents from one to
two years, 20 % of the respondents from three to four years, 60% of the
respondents buying AMUL Milk & Milk products from more than four years.
consuming AMUL Milk & Milk products more than four years.
Opinion towards Products
The behavior of users after his commitment to a product has been

collected with respect product and terms of satisfaction with rating scale. The
following are the data obtained related to AMUL Milk & Milk products.
Analysis of Rating towards AMUL Milk & Milk products

Ratings No. of Respondents Percentage (%)
Excellent 25 25
Good 48 48
Average 22 22
Poor 05 05
Total 100 100
Source: Primary Data

Table no: 5.8
Interpretation
25% of the respondents rated that AMUL Milk & Milk products are
Excellent. 48% of the respondents rated as good, 22% of the respondents
rated as Average Quality. 05% of the respondents rated that AMUL Milk &
Milk products are Poor.
rated AMUL Milk & Milk products are of Good Quality.
Common Complaints
A customer centerd organization makes it ways for its customer to deliver
suggestion and complaints. Many firms provide form for collecting feedback
on products and some time customer complaints and suggestion about
products. In this survey, common problems raised by the customer or not.
Analysis of problems in Amul Milk Products

Opinions No. of Respondents Percentage (%)
Yes 10 10
No 90 90
Total 100 100
Table no: 5.9
Interpretation
Only 10% of the respondents said that that there is no problem is AMUL
Milk & Milk products. 90% of the respondents are said that no problems in
AMUL Milk & Milk products.
From the above table we can conclude that majority that the respondents
are not having

any problems in AMUL Milk & Milk products.
Purchasing Place
Purchase place is also important to know where users choose their
purchase point. This helps to marketer to design various promotion and
distribution programmes. The data is collected to know the various purchase
place and availability.
Analysis of Availability of Products from Dealers

Easily Available No. of Respondents Percentage (%)
Yes 95 95
No 05 05
Total 100 100

Table no: 5.10
Interpretation
95% of the respondents said that they are getting AMUL Milk & Milk
products easily. Only 05% of the respondents disagree with the easy available
of AMUL Milk & Milk products.
getting the AMUL Milk & Milk products easily from the dealers or retailers.
Opinions towards Products

The behavior of user after his/her commitment to a product has been
collected with respect products terms of satisfaction with rating scale. The
following are the data obtained related to AMUL Milk & Milk products
Value for the Money

Consumers always think while paying price to the products such as how
much we are paying towards products and how much we are getting. This data
is gathered to know what value they are receiving from the AMUL Milk & Milk
products.
Analysis of Value for Money Paid by the Respondents

Response No. of Respondents Percentage (%)
Yes 96 96
No 04 04
Total 100 100
Table no: 5.11

Interpretation
96% of the respondents feel that they get the value for money they paid.
Only 04% of the respondents feel that they are not getting the value for
money what they paid.
are agreed that
they are getting the value for money they paid.
Influence to Others to Buy Products

Post experience & benefits will help organization in obtaining the
additional sale. In this connection feedback its act as an influence to others to
adopt the product the user survey has conducted to identify what an extent
user recommends to others. The data has been extracted & it is as follows.
Analysis of Recommendations
Recommended No. of Respondents Percentage (%)
Yes 95 95
No 05 05
Total 100 100

Table no: 5.12
Interpretation
95% of the respondents were recommended verka milk and milk
products, 05% of the respondents were not recommended verka milk and
products to others.
were recommended verka milk and milk products.
Table no: 5.12

Interpretation
95% of the respondents were satisfies with the AMUL Milk & Milk
products. 05% of the respondents were not satisfies with the AMUL Milk &
Milk products.
were satisfied with the AMUL Milk & Milk products.
FINDINGS, SUGGESTIONS AND CONCLUSIONS

FINDINGS
This chapter is including in my survey findings, suggestions and
conclusions of my study. First I would like to present my survey findings. The
main findings of my survey are as follows:
1. It is findings in the survey that females are the main decision maker for
the milk and milk products. As per the data, 65% of female and 35% of
male makes purchase decision.
2. Based on the occupation of the customer, it is found in the survey that
65% are the housewives and 35% are from various occupations such as
a businessman, employee, farmers, etc for the Amul Milk & Milk
products.
3. Incomes less than 5000 to 10000 are more attracted to Amul Milk &
Milk products. As per the data, 79% of the respondents income is under
this group.
4. The main purchasing factors for the Amul Milk & Milk products are
Quality and Brand image. The data reveals that 42% influences on
Quality and 32% influenced for the Brand.
5. 88% of the total respondents are using product since from a long time.
The majority of the respondents are using Amul Milk & Milk products
from more than 3 years.
6. Overall opinion of the product performance data reveals that Amul
product satisfies 70% of the respondent and 30% respondents opinion

is average.
7. It is found in the survey that 32% of the total respondents are
dissatisfied on dealers services.
8. It is found in the survey that customer are influencing through Word of
Mouth.
SUGGESTIONS
1. Milk and milk product purchase decisions are more decided by women
rather than male, because she act as a invigilator, execute her decision
and influence the same to the purchase while ascertaining the quality,
freshness and price. Hence, I suggest Amul co-operative society to
concentrate more on the women and men suggestions for designing the
marketing strategy, because womens role in the house is dominant,
even in the various decisions.
2. Occupation of the user influences the purchase decisions. The
particular occupation plays a vital role in deciding the product or
services. Women segment are influencing more on milk and milk
products. Therefore, an occupation is the factor influencing the product.
3. Income of the people decides the purchasing power. The high income
prefers to purchase product with the quality, freshness, thickness, etc.
and vice versa. So I suggest Amul to concentrate also on low income
segment to capture market and position themselves in the minds of the
customer with required quality and quality milk and milk products.
4. Quality and Brand Image plays a dominant role. Milk and milk products
move in the market due to its quality and brand. Therefore it should
maintain the same.
5. Since Amul is having loyal customer it should concentrate more on this
factor through various potential programmes such as campaign,
premium packs, offers etc., this helps to increase the loyalty towards the
Amul products.
6. As only 30% of the total respondents are dissatisfied which is quite a
large percentage and this may influence negatively and increase the rate
of switch over. Hence I suggest management to concentrate on few
product quality, shelf life, dealers approach, outlet maintenance etc. will
help Amul to satisfy to a greater extent.
7. Milk and milk product are having high demand and it is considered as a
very essential products. In present practice, purchase of milk and milk
products is through dealers. In this connection dealers approach
towards the product.
8. Customer is influential, hence I suggest Amul to look after the dealers
issue with due care.
9. When product possesses quality and other important attributes
naturally they propaganda about product through word of mouth and
vice versa. Therefore if the quality and attributes are fine tuned
according to the needs will help the Amul to get reputation and addition
market.
10. Introduction of various economic products lies may help Amul to
attract the existing and new customers and may attract all income level
groups. Hence I suggest management to introduce new product line
which can satisfy the entire group.
Conclusions
From the survey conducted it is observed that Amul milk and Milk
products has a good market share.
From the study conducted the following conclusions can be drawn. In
order the dreams into reality and for turning liabilities into assets one must
have to meet the needs of the customers.
The factors considered by the customer before purchasing milk are
freshness, taste, thickness and easy availability.
Finally I conclude that, majority of the customers are satisfied with the
Amul milk and Milk products because of its good quality, reputation, easy
availabilities. Some customers are not satisfied with the Amul Milk & Milk
products because of high price, lack of dealer services, spoilage and low shelf
life etc. therefore, if slight modification in the marketing programme such as
dealers and outlets, promotion programmers, product lines etc., definitely
company can be as a monopoly and strong market leader.
Amul has also to take care of its competitors into consideration

and more importantly its customers before making any move.
Customer Response Questionnaire
Saiyed Sohelahmed, student of second year MBA of the H M S Institute of

Technology, Tumkur, Karnataka, he is doing main project on Customer
Satisfaction Towards AMUL Milk & Milk products at AMUL, Anand, Gujarat
as a part of study. I request you to provide the required information for the
completion of my study.
Promise that the information is used exclusively for academic purpose only.
1. personal profile: A. Name:
B. Address:
C: Sex: Male: [ ] Female [ ]
G: Age: [ ]
E: Occupation:
1. Self-employed: [ ] 3.Professional: [
]
2. House wife: [ ] 4. Student: [

]
2. Which product you are buying?
3. What is the most important factor that matters while

buying an Amul product?
a. Quality: [ ] b. Price: [ ] c. Service:
[ ]
4. How did you come to know about the Amul product?
a. By friends/family: [ ] b. Direct mailers:

[ ]
c. Press Ads: [ ] d. Reference website: [

]
e. T.V. Ads: [ ]
5. Which configuration would you decide on while buying

an Amul product?
a. Intermediaries: [ ] b. Standard: [
]
c. Latest / Advanced: [ ]
6. Are you satisfied with the quality of the product?
a. Yes: [ ] b. No: [ ]
7. Do you think the price of Amul product is high / low

compared to
competitors product?
a. Very good: [ ] b. High: [ ]
c. Average: [ ] d. Same: [ ]
8. How often do you buy this product of Amul?
a. Daily: [ ] b. Monthly: [ ]
c. Weekly: [ ] d. Occasionally: [ ]
9. What is your opinion about the performance of Amul

product?
a. Outstanding: [ ] b. excellent: [ ]
c. Good: [ ] d. Average: [ ]
10. Do the various schemes / promotional activities affect

your purchase plans?
a. Yes: [ ] b. No: [ ]
11. Suggestion (if any):
__________________________________________________
__________________________________________________
__________________________________________________
Ads by Google
Dairy Products
Milk Production
Posted by ILMI Office at 19:47:00
+1 Recommend this on Google
Labels: Milk and Products
Newer Post Home Older Post
Web Counter
Simple theme. Powered by Blogger.

ILMI Office - Project of Consumer Behavior On Milk and Products

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

ILMI Office - Project of Consumer Behavior On Milk and Products

Uploaded by

Copyright:

Available Formats

4/18/2017 ILMI Office: Project of Consumer Behavior on Milk and Products

Home Projects Lectures Learn English MCQs Teacher's Blog

Project of Consumer Behavior on Milk and Products Search

; Ads by Google Dairy Products Milk and Dairy Dairy Industry

Marketing is a total system of business, an ongoing process of:

the marketing plan, organize the ,marketing function, implement the

Marketing is a matching process by which a process by which a producer

Milk Production from 1950 to 2020

1950 17 million tonnes

World's Major Milk Producers (Million MTs)

Research and Development in Dairy Industry

Development of Food Processing Industry

Food processing industry is providing backbone support to the milk

Products and Industry Status

Among the products manufactured by organized sector are Ghee, Butter,

Investment Potential in Milk Products

At the present rate of growth, India is expected to overtake the US in milk

Exports of milk products have been decentralized and export in 2005-

Production of Milk in India

Company profile of Amul

Name Karia district co-operative milk producers ltd, widely

From Co-operative sector registered under the co-operative

Registration 14th December, 1946

Size Production of different products on large scale,

Banker 1. The Kaire District Center Co-Operative Bank Ltd.

Working 10:45 am to 5:45 pm

AMUL is based in Anand, Gujarat and has been a sterling example of a

AMUL: The origin

The Start of a Revolution

The system succeeded mainly because it provides an assured market at

Gujarat Cooperative Milk Marketing Federation

13 district cooperative milk

Ownership Pattern of Amul

Amul is a co-operative sector & it is having 22 total numbers in

Information about Competitors

The Indian market is dominated by a large number of small local manufacture

According to Product Categories

For Ghee Product For Chocolate

Theoretical Background of This Study

STATEMENT OF THE PROBLEM

OBJECTIVES OF THE STUDY

SCOPE OF THE STUDY

The study is mainly concerned with behaviors of the customers

The primary data refers to original information gathered for a

TOOLS USED TO COLLECT THE PRIMARY DATA

The primary data is collected on the basis of survey method with

the help of questionnaires, and interviews, personal observation, direct

It refers to the individuals who are to be surveyed in the study and

It refers to the number of people surveyed for this topic, in the

LIMITATION OF THE STUDY

1. Total coverage of the study is limited to the few customers for

However in commerce the term Market is used in the economic sense.

In short, it means the getting together of buyers and sellers in person or

Five Stages of Customer Bonding

This bond results from effective one-on-one communication, mutually-

The term consumer behavior refers to the behavior that consumer

enjoy consumers satisfaction & profit maximization.

Concept & Need for Studying Consumer Behavior

These questions will help in understanding better what factors

consumers behaviors are:

Analysis and Interpretation of the Data

Classification of Customers Based On Sex

Analysis of Occupation of the Respondents