Research Methodology, Amul project

Research on traditional sweets market

ByAkash RajDeepak RajaManish BahlShatakshi GuptaYogesh Garg

Overview of Indian sweet market

Indians have sweet tooth

Market size of traditional sweets is Rs2500+crores

No organized player in traditional sweet market

Management Problem

What is the feasibility of Amul to enter into traditional sweet market in India?

Overview of Amul

Established in 1946 Annual turnover of 850 Cr (2009-

2010) Consumption of 9.10 million liters of

milk per day Awarded as 37th-trusted brand in

India 2011(Brand Equity) It has nearly 50 sales offices spread

all over the country, more than 3,000 wholesale dealers and more than 5,00,000 retailers.

Research Objectives

To understand the present scenario of traditional sweet market in India

What percentage of people are willing to buy “Amul Mithai” if it will be available in the market

Hypothesis

People have the perception that traditional sweets are highly adulterated

People have the perception that the packaging of the traditional sweets is poor.

People have the perception that traditional sweets are not hygienic.

There is a perception that consumers do not have trust in traditional sweets.

People have the perception that Indian Halwai does not follow the specified quality standards.

Research Design

Qualitative Analysis• Focus group : Management staff of

Hostel• In-depth interviews• Discussion with sweets sellersQuantitative Analysis• Questionnaire• Including both online and offline

Pilot testing

Questionnaire will be circulated among:

IWSB students Faculty of IWSB & staff of Career Launcher

We will seek their suggestions We will look that whether they find any

difficulty in answering the questions

Target group

Age group• 20 + age group• 35 + age group ( 40% of total

sample)Gender basis• Male - 50% of total sample • Female - 50% of total sample

Sampling size• One focus-group discussion• In-depth Interviews includes • 15 people- 20+ age group• 15 people- 35+ age group• 200 people for questionnaire

Sampling method

• Convenient sampling method

Thank you