A

SUMMER PROJECT
PRESENTATION ON

A study on consumer behavior towards Amul products in

Sabarkantha district
ABM - 595
SUBMITTED TO:- SUBMITTED BY:

Mr. P. K. PATEL CHAUDHARY BHAVINKUMAR B.

Adjunct Professor, Reg. No.:- 08-00107-2013
College of Agribusiness Management, College of Agribusiness Management,
S. D. Agricultural University, S. D. Agricultural University,
S. K. Nagar-385 506. S. K. Nagar-385 506.

COLLEGE OF AGRIBUSINESS MANAGEMENT 1

 OUTLINE
Introduction
Research methodology
Results and discussion
Finding and conclusion
References

2
INTRODUCTION ON CONSUMER BEHAVIOR

According to Blackwell, Miniard and Engel,

Consumer behavior involves the activities people
undertake when obtaining, consuming, and disposing
of products and services.

Consumer behavior is referred to as the study of

when, why, how, where and what people do or do not
buy products. It attempts to understand the buyer
decision making process, both individually or groups.

3
 INTRODUCTION ON DAIRY INDUSTRY

The Oxford dictionary meaning of a Dairy is a place for

processing distribution or selling its milk and milk product It
means that by using raw materials from cows or buffaloes
making pasteurized milk and other different dairy product as
butter, ghee, milk-powder, ice cream, Chocolates etc. and
selling them in local markets is a Dairy.
Dairy Industry is a very important and the basic industry for
country like India. Nearly 70% of the people in India are
based on agriculture and most of them have cattles (cows and
buffaloes) in their houses.
India represents one of the worlds largest and fastest growing
markets for milk and milk products.

(Source: Wikipedia, Amul, 2014 ) 4

MILK PRODUCTION IN INDIA

Year Production(Million Tonnes)

2010-11 121.89

2011-12 127.90

2012-13 132.43

(Source: Department of Animal Husbandry, Dairying, GOI, 2014)

5
MILK PRODUCTION IN GUJARAT

Year Production(Million Tonnes)

2010-11 9.32

2011-12 9.82

2012-13 10.32

(Source: Department of Animal Husbandry, Dairying, GOI, 2014)

6
 INTRODUCTION ON AMUL

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

state of Gujarat, India.
The co-operative was initially referred to as Anand milk
federation union limited hence the name Amul.
Formed in 1946, it is a brand managed by a cooperative body,
the Gujarat co-operative milk marketing federation ltd.
(GCMMF), which today is jointly owned by 3 million milk
producers in Gujarat
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.

7
Conti

GCMMF (AMUL) has the largest distribution network for any

FMCG company. It has nearly 50 sales offices spread all over
the country, more than 5,000 wholesale dealers and more than
7,00,000 retailers.
Amul became the world's largest vegetarian cheese and the
largest pouched-milk brand.
AMUL is also the largest exporter of dairy products in the
country. AMUL is available today in over 40 countries of the
world.
In September 2007, Amul emerged as the leading Indian brand
according to a survey by Synovate to find out Asia's top 1000
Brands.
8

(Source: Amul dairy, Anand, 2014)

 Company profile
About Sabarkantha district co-operative milk producers union ltd.
DATE OF ESTABLISHMENT 27th November, 1964.
REGISTERED OFFICE Sabarkantha District Co-Operative Milk Producers Union
Ltd.
Sub Post: - Boria
Himatnagar, Gujarat
Phone No. 02772-226051 to 02772-226060
Fax No. 02772-226130

BRAND NAME AMUL

FORM OF ORGANISATION Cooperative society
SIZE OF THE UNIT Large scale unit
BANKERS The Sabarkantha district co-operative bank ltd.
State bank of India
Axis Bank
Dena bank
Dena Garmin bank
H.D.F.C bank
Bank of Baroda

AUDITORS Special auditor,

Milk audit office, Himatnagar. 9
PROJECT TITLE AND OBJECTIVE OF THE STUDY

Title: A study on consumer behavior towards Amul products in

Title: A study on consumer behavior towards Amul products in
Sabarkantha district
Sabarkantha district

1 To find out the consumer satisfaction of Amul Products.

To find out the consumer satisfaction of Amul Products.

2 To find out the factors influencing the consumption of milk by

To find out
consumers ofthe factors influencing the consumption of milk by
milk.
consumers of milk.

3 To find out awareness level of people towards Amul products.

To find out awareness level of people towards Amul products.

4 To find out advertisement effectiveness and developing the marketing

To find out advertisement effectiveness and developing the marketing
field.
field.
10
 RESEARCH METHODOLOGY

3.1 Description of the study area

3.2 Nature and source of data
3.3 Sampling design
3.4 Analytical techniques

11
 3.1 DESCRIPTION OF THE STUDY AREA

Sabarkantha district.
The administrative headquarters is Himmatnagar.
The district includes 7 taluka Himmatnagar, Idar,
Prantij, Talod, Khedbrahma, Vadali and Vijaynagar.
The economy of the district is heavily dependent on
dairy farming and agriculture.
There are 42 present medium and large scale industries
in Sabarkantha district.
Sabar dairy in Sabarkantha district manufactures and
distributes different types of milk products.

12
SOCIO-ECONOMIC PROFILE OF SABARKANTHA DISTRICT DURING 2011

Sr. No. Particulars Number

1 Total No. of taluka 07

Total population in number (2011 census)

Rural population 20,64,869
2
Urban population 3,63,720
Male 12,44,231
Female 11,84,358
Actual Population 24,28,528
Percentage of literacy (2011 census)
Male 88.375
3
Female 69.98
Average Literacy 79.18 %
4 Area 7390 sq. km

(Source: Census, 2011)

13
 3.2 Nature and sources of data

3.2.1 Primary data

The primary data were collected from the respondents through a
pre-structured questionnaire, interview and discussion with
consumers.

3.2.2 Secondary data

The secondary data is competed through publish report, internet,
department of dairy and co-operative societies, website and
other related departments.

14
 3.3 Sampling design

A random sampling was adopted as

appropriate sampling procedure for the study.

Sabarkantha district was selected purposely

for the study.

15
 3.3.1 Selection of the districts
In study was choose the Sabarkantha district because
of Sabar dairy is having his highest market shares in
Sabarkantha district.

The Sales Turnover of Sabar Dairy Union

Year Turnover Rs (Crores)
2010-11 1386.27

2011-12 1746.00

2012-13 2083.73

(Source: Sabardairy.org, turnover, 2014)

16
 3.3.2 Selection of the taluka

In the second stage, it was proposed to select from

Sabarkantha district, there were three talukas. Himatnagar,
Idar, and Khedbrahma talukas were Randomly selected in
the study.

17
 3.3.3 Sample size

The sample size taken was 120 varied for three cities
consumers.
Districts Talukas Sample size
Himmatnagr 60
Sabarkantha Idar 30
Khedbrahma 30
Total 120

So, Himmatnagr talukas 60 consumers survey was taken

because the higher area in population compared to Khedbrahma
and Idar talukas. and Khedbrahma and Idar talukas as per 30
consumers survey were taken.
18
 3.4 Sampling Techniques

In order to achieve the objectives of the present study,

the sampling techniques adopted as simple random
sampling. Total 120 consumers were selected.

3.4.1 Analytical techniques

The data collected from the primary and the

secondary sources were analyzed. The data were
subjected to statistical analysis through the tabular
and graphing techniques.

19
Results and Discussion

20
 Age
90
80.83
80

70

60

50

40

30

20 15.83

10
3.34
0
Young (15-35 Years) Middle (36-50 Years) Old (above 50 Years)
% OF RESPONDED
21
 Education

Post Graduate; 7% Illiterate; 1%

Primary level(1 to 7 Standard); 9%

Secondary level(8 to 10 Standard); 18%

Graduate; 44%

Higher secondary(11 to 12 Standard); 21%

% OF RESPONDED

22
 Annual Income
57.5
60

50

40
30.84
30

20
10.83
10
0.83 0
0

% OF RESPONDED
23
 Awareness by Amul products

100

100
90
80
70
60
50
40
30
20
10
0 0
yes no
% OF RESPONDED
24
 Factor which affect most

60
52.5

50

40
30.83
30

20

10
10
4.17
2.5

0
Quality Brand image Price Easy availability Others Ideas
25
% OF RESPONDENTS
Satisfied with the quality of Amul products

2%

98%

YES NO
26
 Opinion towards Amul Products

60 55.83

50

40
35

30

20

9.17
10

0 0 0
Excellent Good Average Poor Very Poor
27
The main reason for increase the sale of the Amul product.

50
45
40
35
30
25
20
15
10 2.5 1.67
5
0
21.67 45.83 28.33

% OF RESPONDED 28
Complaints in Amul products

5%

Yes
No

95%

29
Frequently by buy Amul products

Monthly; 2% Other; 4%

Weekly; 20%

Daily; 53%

For Night; 21%

30
 Products of Amul in using by most
45 42.5
40
35
30
25
25
20
16.67
15
10
5
5 3.33 3.33
1.67 0.83 0.83 0.83
0
0 0

31
FINDINGS and
conclusion

32
 FINDINGS
As per the demand of product retailer some time not
provided to consumer because lack of availability of
product. Like. Ice cram, shrikhand and Lassi.
(97%) respondent consumers to satisfy with the
supply of Amul products.
(41.67%) of the respondent very highly satisfied with
test.
In (10.83%) of the respondent low satisfied with price
then his asking that very high price in Amul products.

33
Conti
The (52.05%) of respondents buying AMUL milk
products because its good quality and (30.83%) of
respondents use for its brand name. Brand loyalty plays
an important role for purchasing the product.
(55.83%) of the respondents rated that Amul products
were excellent.
(0.83%) consumers were not aware in about Amul
cheese so they not consume.
(100%) consumers were not using in Amul khoa
(mavo) because they were not aware in Amul khoa.

34
 SUGGESTIONS
If company require Amul improving products awareness in
Sabarkantha district. Like khoa.
Increase advertisement in Sabarkantha district, through tv.
Advertisement, local newspaper so every Amul consumer
awareness about the new product and known about product
features.
It is necessary to take proper care of new products marketing in
every area and give prescribed information to every retailer
those sell Amul products.
Provide enough stock to retailer as per their demand so they
easily completing consumer demand.

35
Conti.

Most of the respondent not uses cheese, Amul masti dahi and
Amul lassi. Suggest that improve product awareness in
customers mind by advertisement.
Improve a service of product and most of the respondent said
that packing of food was not good, its required more attractive
packing.

36
 CONCLUSION
Consumers were interested for quality or customer oriented
product rather than having the brand image. Ice-cream,
shrikhand, milk, Kool, lassi etc. Are consumed mostly because
its quality good and dairy product. Amul was the market
leader and local ice-cream vendors acquire the second position
in terms market share. So try to increase the advertisement and
lack of availibity in the rural area is the main weakness for the
company.
The brand awareness for Amul new products were very less in
Khedbrahma compared to Himmatnagar taluka. It is weakness
for the company. In today time quality, price, availability is the
major factors considered for the customer while buying a
particular brand.

37
 REFERENCES
Sabar Dairy2014. [Online] Available at: http
://www.sabardairy.org/. [Accessed 26 July 2014].
Amul Dairy2014. [Online] Available at: http://
www.amuldairy.org/. [Accessed 26 July 2014].
Milk Production by States - National Dairy Development
Board . 2014. [Online] Available at:
http://www.nddb.coop/English/Statistics/Pages/Milk-Productio
n-States.aspx
. [Accessed 27 July 2014].
Sabarkantha District Population Census 2011, Gujarat literacy
sex ratio and density. 2014.[Online] Available at:http://
www.census2011.co.in/census/district/186 sabarkantha.html.
[Accessed 26 July 2014].
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