A study on customer preferences for Amul milk

and curd with special reference to Hyderbadis

Presented By Zebrina.L

Reg No 1401129 PGDM

Under the guidance of Dr. Shaheen

Presentation pathPurpose of the StudyObjectives of the StudyResearch QuestionsHypothesis and methodologyIndustrial background along with a

brief profile of GCMMF Data Analysis and Interpretation

with relation to the HypothesisFindings, Conclusion and

SuggestionsLimitation of the study

Purpose of the study

To know and understand the consumption of milk and curd by households in Hyderabad

To identify the various factors that influence the customers in purchase of milk

It also aims at studying the customer preferences of Amul milk over other brands in Hyderabad

1. To identify the consumer preferences(like quality of milk, preferable price etc.)

2. To access consumer perception of Amul milk for direct consumption and for the preparation of milk

3. To identify various attributes that has an impact on the purchase of milk

4. To examine the best practices of the competitors

Objectives of the study

Research Questions1. How consumers perceive Amul milk

for direct consumption and for preparation of curd?

2. Which variety of milk is being preferred by most of the households?

3. What are the attributes that are being considered that influences the buying decisions of the households?

4. What is the best practices that could be followed in order to improve the marketing channel of Amul?

Hypothesis#H1: There is an impact of the price on the purchase of a particular brand of milk

#H2:Easy to make thick curd, Low price, Low fat content are the reasons that influence the customers to buy Amul milk

#H3:Price rise, no proper delivery on time, Lack of Availability and influence of others are the reasons for switching from current brand to Amul

#H4:Lack of Availability, Low shelf life, Taste and Thickness are the reasons for not using Amul milk

MethodologySimple random sampling is the technique that

is used

300 questionnaires are administered to collect data (i.e. 150 tea stall vendors, 150 housewives)

It is statistically analysed using SPSS software

Chi-square test is the statistical tool used for analysing data and drawing meaningful interpretations

Industrial background along with a brief profile of

GCMMF The dairy industry has a growth rate of 5 per cent per annumSome of the leading dairy companies in India areAmul and GCMMF Ltd.A.P Dairy Development Co-operative Federation Ltd.Haryana dairy Development Co-operative Federation Ltd.

GCMMF Profile

Amul is a brand managed by GCMMFVisionTo provide more and more satisfaction to the farmers, employees and the distributers

MissionTo satisfy the taste and nutritional requirements of its customers

The Amul Model

Data Analysis and Interpretation with relation

to the Hypothesis#H1 Price has a significant impact on the selection of a brand (Significance level is 0.004)#H2 Easy to make thick curd, low price and low fat content have impact on the selection of milk brand for curd( Significance level is 0.045)#H3 Price rise, No proper time delivery, Lack of availability and influence of others are the reasons for switching of brand (Significance level is 0.05)#H4 Availability, Shelf life, taste, thickness are found to be the reasons for not using Amul ( Significance level is 0.049)

FindingsNo proper time delivery is found to be the major reason for switching44 per cent of the tea stall vendors use Tirumala milk because of the thickness and availabilityLack of Awareness of Amul milk has been the major reason for households to prefer other brands65.3 per cent of the tea stall vendors are brand switchersHeritage is being preferred by housewives because it has a better shelf life when compared to Amul

Suggestions

Re 1/- Margin for tea stall vendorsNew quality milk satisfying thickness and fat contentFocus of Timely delivery and availability to the coreInnovative promotions to attract customers ( surprise coupons)Attractive offers for retailers( Rs. 100/- discount)Build good customer relationship with distributors1 litre milk packs could be supplied for tea stall vendors improving their conveience

Limitation of the Study

Keeping in view the time bound and budgetary constraints only Hyderabad is considered for the study

Sample size is restricted to 300 as against approximately 44.13 million dairy consumers in India

The data collected is illustrative not exhaustive