SHRI RAM SWAROOP MEMORIAL UNIVERSITY

A MINI PROJECT REPORT ON AMUL MILK

OF
RESEARCH METHEODOLOGY

SUBMITED TO: SUBMITED BY:

DR. MADHU TIWARI SHUBHAM DWIVEDI
201710702010027
MOHIT KR. DIWAKAR
201710702010030
MOHD. ILTAJA
201710702010048
A STUDY ON CONSUMER BUYING BEHAVIOUR OF
AMUL MILK :
 It is defined as all psychological, social and physical
behaviour of potential customers as they become
aware, evaluate, purchase, consume, and tell to
others about product and services.
 Buyer behaviour includes communication,
purchasing and consumption behaviour.
 Buying behaviour involves both individual and group
process.
 Toknow the preference of Amul Milk with
comparison to other competitive brands.

 Toknow the factors which affects consumer’s

buying behaviour to purchase Amul milk.
 Null Hypothesis

Most of the people give preference to buy the Amul

milk.

 Alternate Hypothesis

Most of the people don’t give preference to buy the

Amul milk.
Probability Sampling Technique :

 SimpleRandom Sampling is adopted for doing survey.

The house hold of 500 in matiyari area to use the
Simple Random Sampling and the household selected
randomly.

 Sample Size : 50

 Method : Direct interview through questionnaire.

 The Data Collection is done by Primary Data.

 The primary data was collected through

questionnaires.

 The Data Collection using Structure Questionnaires

which contains close indeed question.
Q1-Which milk do you Q2-Are you Satisfied with the
consume ? milk you are consuming ?

24% 16%

POUCH MILK
56% YES
20% LOOSE MILK
BOTH NO
84%
Q3- What do you like in the Q4- Do you get milk pouch
milk product ? at.....?

8%
6% QUALITY
26% TASTE
60% 46% DOORSTEP
PRICE 54% FROM RETAILER
AVAILABILITY
Q5- Your monthly expenditure Q6- In pouch milk which brand
in milk (in Rs) ? do you prefer ?

4%
6% AMUL
10% 6%
26% MOTHER DAIRY
18%
500-1000 12% GYAN
1000-1500 NAMASTE INDIA
46% 1500-2000 PARAG
8% 64%
2000 & ABOVE ANY OTHER
Q7- If you buy AMUL milk Q8- What is the reason for
pouch, which pack you buying AMUL ?
purchase ?

14%
10% 20%
22% PRICE
AMUL Gold
48% QUALITY
AMUL Taaza
BRAND LOYALTY
AMUL Slim & Trim 48%
38% AVAILABILITY
Q9- Do you think the price of Q10- According to you how
the Amul milk is high/low many stars you want to give
compared to other milk ? Amul milk ?

8%
10% 2%
40% 5 stars
36% 4 stars
3 stars
AGREE (FOR HIGH) 40% 2 stars
64% 1 stars

AGREE (FOR LOW)

 For testing the hypothesis, we adopted the
independent ‘t-test’.

 Hypothesis testing has done by independent sample

and after testing hypothesis, we can conclude that
t-value is 0.882 which is greater than from
significance value is 0.25.

 So Null Hypothesis will be accepted.

 In the survey we got that most of the Consumers give
preference to buy the Amul milk.

 Majority of the Consumers are satisfied from Amul

milk instead of other Brands.
 Marketing Management: Philip Kotler.
 Periodical: Business World
 Research Methodology: C.R.Kothari , 2nd edition.
 Website:

www.google.com
www.wikipedia.com
www.amulmilk.com
 Other sources: Questionnaire.