A Project on

Comparative study Mother Diary and products (milk and butter)

Amul

Submitted by
Nishesh Mathur(45) Sakshi Goel(56) Shikha Hota(58)

DECLARATION
We, the undersigned, students of JIMS, KALKAJI of PGDM Third Trimester hereby declare that We have completed this Project of Comparative study Mother Diary and Amul products (milk and butter) in the academic year 2011-2012.

The information submitted in this project is true and original to the best of my knowledge.

Name:-

ACKNOWLEDGMENT
One of the pleasant aspects of preparing a project report is the opportunity to thank to those who have contributed to make the project completion possible.

I am extremely thankful to Mr. M.R. Jain whose active interest in the project and insights helped us formulate, redefine and implement our approach towards the project.

I am also thankful to all those seen and unseen hands & heads, which have been of direct or indirect, help in the completion of this project.

CERTIFICATE

This is to certify that the project titled Comparative study Mother Diary and Amul products (milk and butter) is an academic work done by Nishesh Mathur(55), sakshi Goel(56) and Shikha Hota(58) submitted in the partial fulfillment of the requirement for the award of the Programme from Jagannath International Management School, Kalkaji, New Delhi, under my guidance & direction. To the best of my knowledge and belief the data & information presented by them in the project has not been submitted earlier.

Mr. M.R. Jain (Associate Professor) JIMS, New Delhi

INTRODUCTION

AMUL
Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's largest food product marketing organisation with annual turnover (2010-11) US$ 2.2 billion. Its daily milk procurement is approx 12 million lit (peak period) per day from 15,712 village milk cooperative societies, 17 member unions covering 24 districts, and 3 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 47 Sales Offices and has a dealer network of 5000 dealers and 10 lakh retailers, one of the largest such networks in India. Its product range comprises milk, milk powder, health beverages, ghee, butter, cheese, Pizza cheese, Ice-cream, Paneer, chocolates, and traditional Indian sweets, etc GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading House" status.

MOTHER DAIRY
Mother Dairy was set up in 1974 under the Operation Flood Programme. A wholly owned company of the National Dairy Development Board (NDDB). Mother Dairy manufactures, markets & sells milk and milk products under the Mother Dairy brand (Milk, Cultured Products, Ice Creams, Paneer and Ghee), Dhara range of edible oils, Safal range of fresh Fruit & vegetables, Frozen Vegetables, Processed Fruit & Vegetable Products, Fruit Pulps & Concentrates in bulk aseptic packaging and fruit juices at a national level through its sales and distribution networks for marketing food items.

Mother Dairy sources significant part of its requirement of liquid milk from dairy cooperatives. Similarly, Mother Dairy sources fruits and vegetables from farmers / growers associations. Mother Dairy also contributes to the cause of oilseeds grower cooperatives that manufacture/ pack the Dhara range of edible oils by undertaking to nationally market all Dhara products. It is Mother Dairys constant endeavor to ensure that milk producers and farmers regularly and continually receive market prices by offering quality milk, milk products and other food products to consumers at competitive prices and uphold institutional structures that empower milk producers and farmers through processes that are equitable.

LITERATURE REVIEW
CURRENT SCENARIO
Mother dairy has a market share of around 33 % in the branded sector in Delhi where it sells 3.4 lakh litres of milk daily on an average and undertakes its marketing operations through around 51 distributors and around 600 retailers in Delhi itself. It has a huge advantage over its competitors as it is the only player when it comes to sale of loose milk through token. Before the entrance of competitors like Amul ,sale of loose milk through Mother Dairy booths was around 35 % of the entire sale in branded segment , when Mother dairy was the only player in the market. However since last five years the sale is continuously declining and presently it is just 8-9 %.

OBJECTIVES AND SCOPE

The objectives of the study are the following :1. The main objective of this project is to determine the market share of Amul and Mother Dairy & to find out the measures that can be adopted to increase the sales 2. To study the main factor responsible for the sale of Amul and Mother Dairy 3. To identify the issues related to Mother Dairy and Amul distribution. 4. To get the consumer feedback from specific regions. 5. To add up new customer in the area. 6. To study Amul and Mother Dairy positioning in the mind of the consumers. 7. To find out the factors that affect consumers decision to purchase milk. 8. To find out short term problem in every sub-region that can be sorted out 9. Suggesting viable recommendations to be implemented in the area.

SCOPE OF THE STUDY

A big boom has been witnessed in Food Industry in recent times. A large number of new players have entered the market. The research was carried on in Delhi. We surveyed on our Project Topic Comparative study Mother Diary and Amul products (milk and butter). The study will help to know the preferences of the customers while buying milk and its products.

RESEARCH METHODOLOGY
This report is based on primary as well secondary data, however primary data collection was given more importance since it is overhearing factor in attitude studies. One of the most important users of research methodology is that it helps in identifying the problem, collecting, analyzing the required information data.

Data Sources:Research is totally based on primary data. Secondary data can be used only for the reference. Research has done by primary data collection, and primary data has been collected by interacting with various people. The secondary data has been collected through various journals and websites.

Sampling: Sampling Procedures:The sample was selected of them who are housewives in Delhi. It was collected through personal visits to persons, by formal and informal talks and through filling up of the questionnaire prepared. The data has been analyzed by using mathematical/statistical tools.

 Sample Size:The sample size of my project is limited to 70 people only.

Sample Design:Data has been presented with the help of bar graph, pie charts, line graphs, etc.

LIMITATIONS
Some of the people were not so responsive. Possibility of error in data collection because many customer fluctuates their preferences. Sample size is limited to 70 people only. The size may not adequately represent the whole market.

DATA ANALYSIS AND INTERPRETATION

Age of Respondent Cumulative Frequency Valid LESS THAN 20 20-30 30-40 ABOVE 40 Total 3 61 5 1 70 Percent 4.3 87.1 7.1 1.4 100.0 Valid Percent 4.3 87.1 7.1 1.4 100.0 Percent 4.3 91.4 98.6 100.0

INFERENCE:- It is clear from the table and the pie chart maximum number of respondents are from the age group 20-30 i.e 87.1%, 7.1 % from 30-40 age group, 4.3% from less than 20 age group and 1.4% from the age group above 40

Gender of Respondent Cumulative Frequency Valid MALE FEMALE Total 32 38 70 Percent 45.7 54.3 100.0 Valid Percent 45.7 54.3 100.0 Percent 45.7 100.0

INFERENCE:- It is clear from the above table and the pie chart maximum number of the respondents are female i.e 38 respondents which are 54.3% of the total respondents, and rest are males i.e 32.

MILK

Q1. Which brand of milk you are using?

Cumulative Frequency Valid Mother Dairy Amul Total 41 29 70 Percent 58.6 41.4 100.0 Valid Percent 58.6 41.4 100.0 Percent 58.6 100.0

Inference:- It is clear from the above table and bar diagram that most of the respondents are using Mother Dairy milk i.e 41 respondents out of total 70 respondents which are around 58.6% of total rspondents, and the rest are using Amul milk i.e 29 respondents.

Q2. How would you rate your Milk brand?

Cumulative Frequency Valid GOOD VERY GOOD EXCELLENT Total 4 39 27 70 Percent 5.7 55.7 38.6 100.0 Valid Percent 5.7 55.7 38.6 100.0 Percent 5.7 61.4 100.0

INFERENCE:- It is clesr from the table and the bar diagram that 4 respondents think that their brand is GOOD, 39 respondents think their brand is VERY GOOD and rest 27 think that their milk brand is EXCELLENT.

Q3. Since how long you are using this milk brand?

Cumulative Frequency Valid LESS THAN 3 YEARS 3-5 YEARS MORE THAN 5 YEARS Total 29 14 27 70 Percent 41.4 20.0 38.6 100.0 Valid Percent 41.4 20.0 38.6 100.0 Percent 41.4 61.4 100.0

INFERENCE:- It is clear from the above table and bar diagram that 29 people are using their milk brand from LESS THAN 3 YEARS, 14 respondents are using their Milk brand from 3-5 YEARS, and rest are using their milk brand for MORE THAN 5 YEARS.

Q4. Which variety of milk do you prefer?

Cumulative Frequency Valid TONNED DOUBLE TONNED FULL CREAM STANDARDISED SKIMMED COW MILK Total 17 9 36 2 3 3 70 Percent 24.3 12.9 51.4 2.9 4.3 4.3 100.0 Valid Percent 24.3 12.9 51.4 2.9 4.3 4.3 100.0 Percent 24.3 37.1 88.6 91.4 95.7 100.0

INFERENCE:- It is clear from the above table and the pie diagram that 17 respondents are using TONNED Milk, 9 Respondents are Using DOUBLE TONNED Milk, 36 Respondents are using FULL CREAM Milk, 2 respondents are using STANDARDISED Milk, 3 respondents are using SKIMMED Milk, and rest 3 respondents are using COW MILK.

Q5. How much quantity of milk you consume in a day?

Cumulative Frequency Valid LESS THAN 1 LTR 1-2 LTR MORE THAN 2 LTRS Total 32 31 7 70 Percent 45.7 44.3 10.0 100.0 Valid Percent 45.7 44.3 10.0 100.0 Percent 45.7 90.0 100.0

INFERENCE:- it is clear from the above table and diagram that 32 respondents are consuming LESS THAN 1LTR of milk daily, 31 respondents are consuming 1-2 LTR of Milk daily, and rest 7 respondents are consuming MORE THAN 2 LTR of Milk daily.

Q6. How would you rate the factors behind your preference of milk? (1 being least important and 5 being most important)

INFRENCE:- It is clear from the above bar diagram that 8 respondents think that BRAND is NOT at all IMPORTANT factor behind their preference of milk brand., 4 respondents think that BRAND is the LEAST IMPORTANT factor behind their preference, 5 respondents are

NEUTRAL, 24 respondents think that BRAND is an IMPORTANT factor behind their Prefernce of Milk Brand, and the rest 29 respondents think that BRAND is the MOST IMPORTANT factor behind their milk Preference.

INFERENCE:- It is clear from the above Bar diagram that 10 respondents think that PACKAGING is the LEAST IMPORTANT factor behind their preference of milk brand., 15 respondents are NEUTRAL, 23 respondents think that PACKAGING is an IMPORTANT factor behind their Preference of Milk Brand, and the rest 22 respondents think that PACKAGING is the MOST IMPORTANT factor behind their milk Preference.

INFERENCE:- It is clear from the above bar diagram that 5 respondents think that PRICE is NOT at all IMPORTANT factor behind their preference of milk brand., 13 respondents think that PRICE is the LEAST IMPORTANT factor behind their preference, 14 respondents are NEUTRAL, 23 respondents think that PRICE is an IMPORTANT factor behind their Preference of Milk Brand, and the rest 15 respondents think that PRICE is the MOST IMPORTANT factor behind their milk Preference.

INFERENCE:- It is clear from the above bar diagram that 8 respondents think that TASTE is NOT at all IMPORTANT factor behind their preference of milk brand., 3 respondents think that TASTE is the LEAST IMPORTANT factor behind their preference, 3 respondents are NEUTRAL, 17 respondents think that TASTE is an IMPORTANT factor behind their Preference of Milk Brand, and the rest 39 respondents think that tASTE is the MOST IMPORTANT factor behind their milk Preference.

INFERENCE:- It is clear from the above bar diagram that 10 respondents think that QUALITY is NOT at all IMPORTANT factor behind their preference of milk brand., 1 respondents think that QUALITY is the LEAST IMPORTANT factor behind their preference, 5 respondents are NEUTRAL, 13 respondents think that QUALITY is an IMPORTANT factor behind their Preference of Milk Brand, and the rest 41 respondents think that QUALITY is the MOST IMPORTANT factor behind their milk Preference.

BUTTER

Q7. Which brand of Butter you are using?

Cumulative Frequency Valid Mother Dairy Amul Total 15 55 70 Percent 21.4 78.6 100.0 Valid Percent 21.4 78.6 100.0 Percent 21.4 100.0

INFERENCE:-It is clear from the above table and pie chart that 15 respondents which constitute only 21.4% of the total respondents are using Mother dairy brand Butter and rest of the 55 respondents which constitute around 78.6% of the total respondents are using Amul butter

Q8. How would you rate your butter brand?

Cumulative Frequency Valid FAIR GOOD VERY GOOD EXCELLENT Total 1 5 20 44 70 Percent 1.4 7.1 28.6 62.9 100.0 Valid Percent 1.4 7.1 28.6 62.9 100.0 Percent 1.4 8.6 37.1 100.0

INFERENCE:- It is clear from the table and the bar diagram that 1 respondents think that his butter brand is FAIR, 5 respondents think their butter brand is GOOD ,20 respondents think that their butter brand is VERY GOOD, and the rest 44 respondents think that their butter brand is EXCELLENT.

Q9. What Quantity of Butter you usually buy?

Cumulative Frequency Valid 100GMS 500GMS Total 46 24 70 Percent 65.7 34.3 100.0 Valid Percent 65.7 34.3 100.0 Percent 65.7 100.0

INFERENCE:- It is clear from the table and the pie chart that 46 respondents out of 70 which constitute 65.7% of total usually buy 100 GMS of butter, and the rest 24 respondents usually buy 500 GMS of butter .

Q10. Since how long you are using this butter brand?

Cumulative Frequency Valid LESS THAN 3 YEARS 3-5 YEARS MORE THAN 5 YEARS Total 14 17 39 70 Percent 20.0 24.3 55.7 100.0 Valid Percent 20.0 24.3 55.7 100.0 Percent 20.0 44.3 100.0

INFERENCE:- it is clear from the above table and pie chart 14 respondents are using their butter brand from LESS THAN 3 YEARS, 17 respondents are using their butter brand from 3-5 YEARS, and rest 39 respondents using their butter brand from MORE THAN 5 YEARS.

Q11. How would you rate the factors behind your preference of butter ?(1 being least important and 5 being most important)

INFERENCE:- it is clear from the above bar diagram that 7 respondents feel that BRAND is NOT at all IMPORTANT behind the preference of their Butter Brand, 5 respondents think that BRAND is LEAST IMPORTANT factor behind the preference for their butter brand, 11 respondents are NEUTRAL, 13 respondents feels it to be IMPORATANT factor , 34 respondents THINKS it to be MOST IMPORTANT factor..

INFERENCE:- it is clear from the above bar diagram that 6 respondents feel that PRICE is NOT at all IMPORTANT behind the preference of their Butter Brand, 5 respondents think that PRICE is LEAST IMPORTANT factor behind the preference for their butter brand, 12 respondents are NEUTRAL, 22 respondents feels it to be IMPORATANT factor , 25 respondents think it to be MOST IMPORTANT factor..

INFERENCE:- it is clear from the above bar diagram that 5 respondents feel that PACKAGING is NOT at all IMPORTANT behind the preference of their Butter Brand, 15 respondents think that PACKAGING is LEAST IMPORTANT factor behind the preference for their butter brand, 16 respondents are NEUTRAL, 20 respondents feels it to be IMPORATANT factor , 14 respondents feel it to be MOST IMPORTANT factor..

INFERENCE:- it is clear from the above bar diagram that 6 respondents feel that TASTE is NOT at all IMPORTANT behind the preference of their Butter Brand, 6 respondents think that TASTE is LEAST IMPORTANT factor behind the preference for their butter brand, 8 respondents are NEUTRAL, 14 respondents feels it to be IMPORATANT factor , 36 respondents THINKS it to be MOST IMPORTANT factor..

INFERENCE:- it is clear from the above bar diagram that 13 respondents feel that QUALITY is NOT at all IMPORTANT behind the preference of their Butter Brand, 1 respondents thinks that QUALITY is LEAST IMPORTANT factor behind the preference for their butter brand, 4 respondents are NEUTRAL, 13 respondents feels it to be IMPORATANT factor , 39 respondents THINKS it to be MOST IMPORTANT factor..

CROSSTABULATIOINS

Which brand of milk you are using? Mother Dairy Gender of Respondent MALE Count Age of Respondent LESS THAN 20 20-30 30-40 ABOVE 40 1 15 4 1 FEMALE Count 2 18 0 0 Amul Gender of Respondent MALE Count 0 10 1 0 FEMALE Count 0 18 0 0

INFERENCE:- The above table shows that 1 MALE and 2 FEMALE respondents who are of the age group LESS THAN 20 are using the MOTHER DAIRY brand of Milk, no respondent of the age group LESS THAN 20 is using the Brand AMUL for milk, and so on..
Which Brand of Butter you are using? Mother Dairy Gender of Respondent MALE Count Age of Respondent LESS THAN 20 20-30 30-40 ABOVE 40 1 6 1 0 FEMALE Count 0 7 0 0 Amul Gender of Respondent MALE Count 0 19 4 1 FEMALE Count 2 29 0 0

INFERENCE:- The above table shows that 1 MALE and 0 FEMALE respondents who are of the age group LESS THAN 20 are using the MOTHER DAIRY brand of Butter , 0 MALE and 2 FEMALE respondents of the age group LESS THAN 20 are using the Brand AMUL for Butter, and so on.

Which variety of milk do you prefer? TONNE D Count Age of Respondent LESS THAN 20 20-30 30-40 ABOVE 40 15 0 1 8 0 0 31 4 0 2 0 0 2 1 0 0 0 0 3 0 0 1 DOUBLE TONNED Count 1 FULL CREAM Count 1 STANDAR DISED Count 0 SKIMM ED Count 0 UHT TONNED Count 0 COW MILK Count 0

INFERENCE:- The above cross tabulation shows that 1 respondent of the age group LESS THAN 20 for each variety of milk i.e TONNED, DOUBLE TONNED and FULL CREAM prefer these variety and so on..

What Quantity of Butter you usually Buy? 100GMS Count Age of Respondent LESS THAN 20 20-30 30-40 ABOVE 40 1 41 3 1 500GMS Count 2 20 2 0

INFERENCE:- Thae above cross tabulation shows that 1 respondent of age group LESS THAN 20 usually buy 100 GMS of butter and 2 respondents of the same age group prefer 500 GMS of butter, 41 RESpondents of the age group of 20 -30 prefer 100GMS of butterand 20 respondents prefer 500 GMS of butter, 3 respondents of the age group 30-40 prefer 100 GMS of butter and 2 respondents prefer 500 GMS and so on

Descriptive Statistics How much quantity of milk you consume in a day? LESS THAN 1 LTR Count Age of Respondent LESS THAN 20 20-30 30-40 ABOVE 40 0 31 1 0 1-2 LTR Count 2 26 2 1 MORE THAN 2 LTRS Count 1 4 2 0

INFERENCE:- The above cross tabulation shows that 0 respondent of age group LESS THAN 20 consumes LESS THAN 1 LTR of milk 2 respondents consumes 1-2 LTR of milk in a day and 1 respondent of the same age group consumes MORE THAN 2 LTR of milk in a day and so on..

FACTOR ANALYSIS

Mean Which brand of milk you are using? BRAND PACKAGING PRICE TASTE QUALITY How would you rate your Milk Brand? Since how long you are using this milk brand? Which variety of milk do you prefer? How much quantity of milk you consume in a day? Which Brand of Butter you are using? How would you rate your Butter Brand? How would you rate the factors behind your preference for Your butter Brand?( 1 being least important and 5 being most important) BRAND_BUTTER PRICE_BUTTER PACKAGING_BUTTER TASTE_BUTTER QUALITY_BUTTER What Quantity of Butter you usually Buy? Since how long you are using this Butter Brand? Age of Respondent Gender of Respondent 2.0571 1.5429 2.3571 3.8857 3.7857 3.3286 3.9714 3.9143 1.3429 3.1857 4.5286 1.7857 1.6429 2.6714 1.9714 3.89 3.8143 3.4286 4.0857 4.0571 4.3286 1.41

Std. Deviation .496

Analysis N 70

1.325 1.03969 1.22263 1.34857 1.42326 .58288

70 70 70 70 70 70

.90043

70

1.38021

70

.66016

70

.41329

70

.69619

70

1.21932

70

1.35714 1.24984 1.22441 1.32939 1.53927 .47809

70 70 70 70 70 70

.79920

70

.41304 .50176

70 70

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square df Sig. a. Based on correlations

.530 534.807 231 .000

Communalities Raw Initial Which brand of milk you are using? BRAND PACKAGING PRICE TASTE QUALITY How would you rate your Milk Brand? Since how long you are using this milk brand? Which variety of milk do you prefer? How much quantity of milk you consume in a day? Which Brand of Butter you are using? How would you rate your Butter Brand? How would you rate the factors behind your preference for Your butter Brand?( 1 being least important and 5 being most important) BRAND_BUTTER PRICE_BUTTER PACKAGING_BUTTER TASTE_BUTTER QUALITY_BUTTER What Quantity of Butter you usually Buy? Since how long you are using this Butter Brand? Age of Respondent Gender of Respondent .171 .252 .010 .026 1.000 1.000 .057 .103 .639 .161 1.000 .252 1.842 1.562 1.499 1.767 2.369 .229 1.610 1.492 1.059 1.493 2.155 .054 1.000 1.000 1.000 1.000 1.000 1.000 .874 .955 .707 .845 .910 .234 1.487 1.446 1.000 .973 .485 .093 1.000 .192 .171 .011 1.000 .066 .436 .059 1.000 .136 1.905 1.877 1.000 .985 .811 .284 1.000 .351 1.755 1.081 1.495 1.819 2.026 .340 1.547 .547 1.144 1.716 1.923 .020 1.000 1.000 1.000 1.000 1.000 1.000 .882 .506 .765 .943 .949 .060 .246 Extraction .038 Rescaled Initial 1.000 Extraction .154

Extraction Method: Principal Component Analysis.