The Taste of India

Chapter-1

INTRODUCTION:“Marketing is a total system of business, an ongoing process of:

1. Discovering and translating consumer needs and desires into the products

services (planning and producing the planned products).

2. Creating demand for this product and services (through promotion and pricing)

3. Serving the consumer demand through planned and physical distribution) with

the help of marketing channels and then I turn.

4. Expanding the market even in the place of keen competition.”

The modern marketer is called upon to set the marketing objectives, develop the

marketing plan, organize the ,marketing function, implement the marketing plan or

programme ( marketing mix) and control the marketing programme to ensure the

accomplishment of the set marketing objectives. The marketing programme covers

producer planning or merchandising, price, promotion and distribution.

In short, modern marketing begins with the customer, not with production cost,

sales, technological landmarks and it ends with the customer satisfaction and social well-

being. Under the market- driven economy buyer or customer is the boss.

Marketing has been viewed as an ongoing or dynamic process involving a set of

interacting activities dealing with a market offering by producers to consumers on the

basis of reliable marketing anticipation.

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The Taste of India

Marketing is a matching process by which a process by which a producer provides

a marketing mix that meets consumer demands of a target markets within the limits of

society. The process is based on corporate goals and corporate capabilities. Marketing

process brings together producers and consumers the two main participants in exchange.

Each producer or seller has certain goals and capabilities in making and marketing his

products. He uses marketing research as a tool to anticipate market demand. Then he

provides a marketing mix in order to capitalize marketing opportunity. An exchange or a

transaction takes when market offering is acceptable to the customer who is prepared to

give something value I return against the product so bought.

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The Taste of India

INDUSTRY PROFILE:

Dairy is a place where handling of milk and milk products is done and technology

refers to the application of scientific knowledge for practical purposes. Dairy technology

has been defined as that branch of dairy science, which deals with the processing of milk

and the manufacture of milk products on an industrial scale.

The dairy sector in the India has shown remarkable development in the past decade and

India has now become one of the largest producers of milk and value-added milk

products in the world.

The dairy sector has developed through co-operatives in many parts of the State.

During 1997-98, the State had 60 milk processing plants with an aggregate processing

capacity of 5.8 million liters per day. In addition to these processing plants, 123

Government and 33 co-operatives milk chilling centers operate in the State.

Also India today is the lowest cost producer of per liter of milk in the world, at 27

cents, compared with the U.S' 63 cents, and Japan’s $2.8 dollars. Also to take advantage

of this lowest cost of milk production and increasing production in the country

multinational companies are planning to expand their activities here. Some of these milk

producers have already obtained quality standard certificates from the authorities. This

will help them in marketing their products in foreign countries in processed form.

The urban market for milk products is expected to grow at an accelerated pace of around

33% per annum to around Rs.43, 500 crores by year 2005. This growth is going to come

from the greater emphasis on the processed foods sector and also by increase in the

conversion of milk into milk products. By 2005, the value of Indian dairy produce is

expected to be Rs 10, 00,000 million. Presently the market is valued at around Rs7,

00,000 mn.

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The Taste of India

Milk Production from 1950 to 2020

1950 – 17 million tonnes

1996 – 70.8 million tonnes

1997 – 74.3 million tonnes

(Projected) 2020 – 240 million tonnes

Expected to reach- 220 to 250 mt – 2020

India contributes to world milk production rise from 12-15 % & it will increase up to 30-35% (year 2020)

World's Major Milk Producers (Million MTs)

Country 2002-03 2003-04 (Approx.)

India 81 84.5Brazil 75 77Russia 34 33Germany 27 27France 24 24Pakistan 21 22USA 71 71UK 14 14Ukraine 15 14Poland 12 12New Zealand 11 12Netherlands 11 11Italy 10 10Australia 9 10

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The Taste of India

R esearch and D evelopment in D airy I ndustry :

The research and development need to the dairy industry to develop and survives

for long time with better status. The various institute and milk dairy companies R&D

results provide base for today’s industry growth and development. The research and

development of products of dairy, like yogurt and cheese market research and company

reports provides insights into product and market trends, analysis opportunities, sales and

marketing strategies will help local milk unions to develop and spread world wide

through obtaining this knowledge. Specific on market share, segmentation, size and

growth in the US and global markets are also helps industry to expand its market

worldwide even small union also.

D evelopment of F ood P rocessing I ndustry :

The food processing industry sector in India is one of the largest in terms of

production, consumption, export and growth prospects. The government of accorded it is

a high priority, with a number of fiscal relieves and incentives, to encourage

commercialization and value addition to agriculture produce, for minimizing harvest

wastage, generating employment and export growth.

Food processing industry is providing backbone support to the milk industry. The

development food products by using milk can give good market opportunities to produces

milk.

P roducts and I ndustry S tatus:

Among the products manufactured by organized sector are Ghee, Butter, Cheese,

Ice-Creams, Milk powders, Melted milk food, Infant food, condensed milk etc.. some

milk products like Casein and Lactose are also being manufactured lately. Therefore,

there is good scope for manufacturing these products locally.

Liberalization of the economy has led to a flood of new entrants, including MNCs due to

good prospects and abundant supply.

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The Taste of India

I nvestment P otential in M ilk P roducts :

At the present rate of growth, India is expected to overtake the US in milk

production by the year 2010, when demand is expected to be over 125.69 ml.tn. Being

largely imported, manufacture of casein and lactose has good scope in the country.

Exports of milk products have been decentralized and export in 2005-2010 is

estimated at 71.875 cr.

P roduction of Milk in I ndia:

The facts and figures here shown are calculated on the basis of percentage increases pear year.

Year Production in million MT

1993-94 61.21994-95 63.51995-96 65.01996-97 68.01997-98 71.01998-99 74.51999-00 78.02000-01 81.512001-02 85.172002-03 89.02003-04 93.02004-05 97.652005-06 102.452006-07 107.58

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The Taste of India

Company profile

Company Profile of Amul:

AMUL means "priceless" in Sanskrit. The brand name "Amul," from the Sanskrit "Amoolya," was suggested by a quality control expert in Anand. Variants, all meaning "priceless", are found in several Indian languages. Amul products have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India. (Turnover: Rs. 52.55 billion in 2007-08). Today Amul is a symbol of many things. Of high-quality products sold at reasonable prices.

50 years after it was first launched, Amul's sale figures have jumped from 1000 tonnes a year in 1966 to over 25,000 tonnes a year in 1997. No other brand comes even close to it. All because a thumb-sized girl climbed on to the hoardings and put a magical spell on the masses.

AMUL stands for,A = Anand M = Milk

U = Union L = Limited.

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The Taste of India

M ilestone of A mul:

Name Karia district co-operative milk producer’s ltd, widely known as

“Amul”

From Co-operative sector registered under the co-operative society act

Location Amul dairy, nr, railway station, Amul dairy road, Anand Gujarat ,

India

Registration 14th December, 1946

Registered Kaira district co-operative milk producer’s ltd, Anand -388 001.

Gujarat

Size Production of different products on large scale, collecting 9 to 15 lakh

liters milk everyday & producing milk products.

Plant There are 4 plants

1) Amul Plant 2) Kanjari Plant

3) Mogar Plant 4) Khatraj Plant

Banker 1. The Kaire District Center Co-Operative Bank Ltd.

2. UTI bank 4. Bank of Baroda

3. SBI 5. Corporation bank 6. Bank of Maharashtra

Working 10:45 am to 5:45 pm

Founders 1. Shri Tribhuvandas K. Patel

2. Shri Sadar Vallabhbhi Patel

3. Shri Morarji Desai

4. Shri Verghese Kurien

5. Shri Harichand M. Dalaya

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The Taste of India

Amul (Anand milk union ltd.) is abased on four hands, which are coordinated with each

other. The actual meaning of this symbol is co-ordination of four hands of different

people by whom this union is at the top position in Asia.

o First hand is of farmers, without whom the organization would not have

existed.

o Second hand is of processors, who process the row material (milk) into

finished goods.

o Third hand is of marketer, without whom the product would have not

reached the customers

o Fourth hand is of customers, without whom the products would have not

carried on.

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The Taste of India

B rief H istory of A mul:

INTRODUCTION AND HISTORY

In the year 1946 the first milk union was established. This union was started with 250 liters of milk per day. In the year 1955 AMUL was established. In the year 1946 the union was known as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION. This union selected the brand name AMUL in 1955.

The brand name Amul means “AMULYA”. This word derived form the Sanskrit word “AMULYA” which means “PRICELESS”. A quality control expert in Anand had suggested the brand name “AMUL”. Amul products have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India. (The total sale is Rs. 6 billion in 2005). Today Amul is a symbol of many things like of the high-quality products sold at reasonable prices, of the genesis of a vast co-operative network, of the triumph of indigenous technology, of the marketing savvy of a farmers' organization. And have a proven model for dairy development (Generally known as “ANAND PATTERN”).

In the early 40’s, the main sources of earning for the farmers of Kaira district were farming and selling of milk. That time there was high demand for milk in Bombay. The main supplier of the milk was Polson dairy limited, which was a privately owned company and held monopoly over the supply of milk at Bombay from the Kaira district. This system leads to exploitation of poor and illiterates’ farmers by the private traders. The traders used to beside the prices of milk and the farmers were forced to accept it without uttering a single word.

However, when the exploitation became intolerable, the farmers were frustrated. They collectively appealed to Sardar Vallabhbhai Patel, who was a leading activist in the freedom movement. Sardar Patel advised the farmers to sell the milk on their own by

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The Taste of India

establishing a co-operative union, Instead of supplying milk to private traders. Sardar Patel sent the farmers to Shri Morarji Desai in order to gain his co-operation and help. Shri Desai held a meeting at Samarkha village near Anand, on 4th January 1946. He advised the farmers to form a society for collection of the milk.

These village societies would collect the milk themselves and would decide the prices at which they can sell the milk. The district union was also form to collect the milk from such village co-operative societies and to sell them. It was also resolved that the Government should be asked to buy milk from the union.

However, the govt. did not seem to help farmers by any means. It gave the negative response by turning down the demand for the milk. To respond to this action of govt., the farmers of Kaira district went on a milk strike. For 15 whole days not a single drop of milk was sold to the traders. As a result the Bombay milk scheme was severely

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The Taste of India

affected. The milk commissioner of Bombay then visited Anand to assess the situation. Having seemed the condition, he decided to fulfill the farmers demand.

Thus their cooperative unions were forced at the village and district level to collect and sell milk on a cooperative basis, without the intervention of Government. Mr. Verghese Kurien showed main interest in establishing union who was supported by Shri Tribhuvandas Patel who lead the farmers in forming the Co-operative unions at the village level. The Kaira district milk producers union was thus established in ANAND and was registered formally on 14th December 1946. Since farmers sold all the milk in Anand through a co-operative union, it was commonly resolved to sell the milk under the brand name AMUL.

At the initial stage only 250 liters of milk was collected everyday. But with the growing awareness of the benefits of the

cooperativeness, the collection of milk increased. Today Amul collect 11 lakhs liters of milk everyday. Since milk was a perishable commodity it becomes difficult to preserve milk flora longer period. Besides when the milk was to be collected from the far places, there was a fear of spoiling of milk. To overcome this problem the union thought out to develop the chilling unit at various junctions, which would collect the milk and could

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The Taste of India

chill it, so as to preserve it for a longer period. Thus, today Amul has more than 150 chilling centers in various villages. Milk is collected from almost 1073 societies.

With the financial help from UNICEF, assistance from the govt. of New Zealand under the Colombo plan, of Rs. 50 millions for factory to manufacture milk powder and butter was planned. Dr.Rajendra Prasad, the president of India laid the foundation on November 15, 1954. Shri Pandit Jawaharlal Nehru, the prime minister of India declared it open at Amul dairy on November 20, 1955.

PEOPLE POWER: AMUL'S SECRET OF SUCCESS

The system succeeded mainly because it provides an assured market at remunerative

prices for producers' milk besides acting as a channel to market the production

enhancement package. What's more, it does not disturb the agro-system of the farmers. It

also enables the consumer an access to high quality milk and milk products. Contrary to

the traditional system, when the profit of the business was cornered by the middlemen,

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The Taste of India

the system ensured that the profit goes to the participants for their socio-economic

upliftment and common good.

Looking back on the path traversed by Amul, the following features make it a pattern and model for emulation elsewhere.

Amul has been able to: Produce an appropriate blend of the policy makers farmers board of management

and the professionals: each group appreciating its rotes and limitations,

Bring at the command of the rural milk producers the best of the technology and

harness its fruit for betterment.

Provide a support system to the milk producers without disturbing their agro-

economic systems,

Plough back the profits, by prudent use of men, material and machines, in the rural

sector for the common good and betterment of the member producers and

Even though, growing with time and on scale, it has remained with the smallest

producer members. In that sense. Amul is an example par excellence, of an

intervention for rural change.

The Union looks after policy formulation, processing and marketing of milk, provision of

technical inputs to enhance milk yield of animals, the artificial insemination service,

veterinary care, better feeds and the like - all through the village societies. Basically the

union and cooperation of people brought Amul into fame i.e. AMUL (ANAND MILK

UNION LIMITED), a name which suggest THE TASTE OF INDIA.

Gujarat Cooperative Milk Marketing FederationGCMMF: An Overview 14

The Taste of India

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food

products marketing organization. It is a state level apex body of milk cooperatives in

Gujarat 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.

Members: 13 district cooperative milk producers' Union

No. of Producer Members: 2.7 millionNo. of Village Societies: 13,141Total Milk handling capacity: 10.21 million liters per dayMilk collection (Total - 2007-08): 2.69 billion litersMilk collection (Daily Average 2007-08): 7.4 million liters

Milk Drying Capacity: 626 Mts. per dayCattlefeed manufacturing Capacity: 3090 Mts per day

Sales turn over from 1994 to 2008:

Sales Turnover Rs (million)1994-95 111401995-96 137901996-97 155401997-98 188401998-99 221921999-00 221852000-01 225882001-02 233652002-03 274572003-04 289412004-05 292252005-06 377362006-07 427782007-08 52554

O wnership P attern of A mul:

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The Taste of India

Amul is a co-operative sector & it is having 22 total numbers in societies. In

addition to this there is total 1800 manpower in organization.

Gujarat co-operative milk marketing federation ltd. widely known as GCMMF

faces through competition in the Indian market by different companies. So that by

advertising and promoting its product GCMMF has become one of the leading dairies in

India. In western of India, GCMMF shares most of the market while in other parts of

India it is next so. But slowly and surely GCMMF is growing in sharing the market with

other competitors industries.

Now there is machinery around Rs. 1500 lakh which is to be in expansion with

higher advanced machinery to Rs. 1600 lakhs.

Accumulated members share capital in union is Rs. 553,935,000 this share capital

is deposited in Amul bank account in the name respective member dairy co-operative

societies.

I nformation a bout C ompetitors :

The Indian market is dominated by a large number of small local manufacture and

regional players.

There are an estimated 150 manufactures in the organized segment which account for 30-

40% of sales and about 1000 units in the unorganized segment of the market.

They have also competitor in the market. They felt very tuff competition in our country

and outing countries.

A ccording to P roduct C ategories

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The Taste of India

For Liquid Milk:

Gayatri Milk

Super Milk

Payal Milk

Sardar Milk

Samrrudhi Milk

Sagar Milk

For Ice-Cream Product

Gokul Ice-Cream

Dairy –Den Ice-Cream

Quality Walls Ice-Cream

Havmor Ice-Cream

Max

Vadilal Ice-Cream

For Ghee Product

Gopi Ghee

Gayatri Ghee

Krishna Ghee

A’bad Ghee

Nestle

For Chocolate

Cadbury

Max

Dairy Milk

Five Star

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The Taste of India

A chievements \ a wards:

Amul a co-operative society and its co-operation has led many different awards in

its favor.

Magsaysay award for community leadership presented in manila, Philippines to

Shri Tribhuvandas Patel, Shri D N Khurody and Shri V. Kurien

1964: “Padmabhusan” award given to Shri T.K. Patel

1965: “Padmshri awarded was given to V. Kurien, general manager, by the

president of India

1987: “Best Productivity” awarded by national productivity council for the year

1985-86 awarded to Amul dairy.

1988: “Best Productivity” awarded for the second successive year 1986-87 by the

president of India, Mr. R. Venkatrao to kaira union.

1993: “ICA” Memenoto towards genuine and self sustaining co-operative

worldwide ICA regional office for Asia and pacific, New Delhi, 1996.

1999: G.B.Birla award.

Moreover the Amul union has achieved the prestigious ISO 9001-2000 and

HACCP Certificate and effects are got to obtain ISO 14000.

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The Taste of India

L ist of P roducts M arketed :

Bread SpreadsAmul ButterUtterly Butterly Delicious

Amul LiteLow fat, low Cholesterol Bread Spread

Delicious Table MargarineThe Delicious way to eat healthy

Milk DrinksAmul Kool Millk Shaake

Amul Kool

Amul Kool Cafe Kool KokoA delight to Chocolate Lovers. Delicious Chocolate taste

Nutramul Energy DrinkA drink for Kids - provides energy to suit the needs of growing Kids

Amul Kool Chocolate Milk

Amul Kool Flavoured Bottled Milk

Amul Kool Flavoured Tetra Pack

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The Taste of India

Amul Masti Spiced ButtermilkAmul introduces the Best Thirst Quenching Drink

Amul Kool Thandai

Powder MilkAmul Spray Infant Milk FoodStill, Mother's Milk is Best for your baby

Amul Instant Full Cream Milk PowderA dairy in your home

Sagar Skimmed Milk PowderWhich is especially useful for diet preparations or for use by people on low calorie and high protein diet.

Sagar Tea Coffee Whitener

Amulya Dairy WhitenerThe Richest, Purest Dairy Whitener

   

Fresh MilkAmul Fresh MilkThis is the most hygienic milk available in the market. Pasteurised in state-of-the-art processing plants and pouch-packed for convenience.

Amul Gold Milk

Amul Taaza Double Toned Milk

Amul Lite Slim and Trim Milk

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The Taste of India

Amul Fresh Cream Amul Shakti Toned Milk

Amul Calci+

CheeseAmul Pasteurised Processed Cheese100% Vegetarian Cheese made from microbial rennet

Amul Cheese SpreadsTasty Cheese Spreads in 3 great flavours..

Amul Emmental CheeseThe Great Swiss Cheese from Amul, has a sweet-dry flavour and hazelnut aroma

Amul Pizza Mozzarella CheesePizza cheese...makes great tasting pizzas!

Gouda Cheese

   

For CookingAmul / Sagar Pure GheeMade from fresh cream. Has typical rich aroma and granular texture. An ethnic product made by dairies with decades of experience.

Cooking Butter

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The Taste of India

Amul Malai PaneerReady to cook paneer to make your favourite recipes!

Utterly Delicious Pizza

Mithai MateSweetened Condensed Milk - Free flowing and smooth texture. White to creamy color with a pleasant taste.

Masti Dahi

DessertsAmul Ice CreamsPremium Ice Cream made in various varieties and flavours with dry fruits and nuts.

Amul ShrikhandA delicious treat, anytime.

Amul Mithaee Gulab JamunsPure Khoya Gulab Jamums...best served piping hot.

Amul ChocolatesThe perfect gift for someone you love.

Amul Lassee Amul Basundi

Health DrinkNutramulMalted Milk Food made from malt extract has the highest protein content among all the brown beverage powders sold in India.

Amul Shakti Health Food Drink Available in Kesar-Almond and Chocolate flavours.

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The Taste of India

Chapter -2

Theoretical Background of This Study

A. STATEMENT OF THE PROBLEM

Many companies are aiming for high satisfaction because customers who are

just satisfied still it find it easy to switch when better offer comes along. Those

who are highly satisfied are much less ready to switch. High satisfaction creates

an emotional bind with the brand not just a rational preference. The result is

highly customer loyalty. Hence an attempt has been made to identify the

customer attitude and satisfaction on Amul Milk Products

B. O BJECTIVES OF T HE S TUDY

This project is based on consumer satisfaction towards Amul Milk and Milk

products in Anand. Objectives of study are;

1. To know the customer behavior and to identify the level of customer

satisfaction towards Amul

2. To offer pragmatic suggestion for growth and development of Amul

products.

3. To know the various marketing mix that influence the customer

behavior.

A. S COPE OF T HE S TUDY

Customer satisfaction is an important element in the marketing activity.

This customer satisfaction decides the fate of the product and organization.

There is various factors influence to the customer satisfaction. These factors

are postpurchase behavior, Reputation, Product availability, Branding, and

convenient etc.

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B. M ETHODOLOGY

The study is mainly concerned with behaviors of the customers’

satisfaction towards AMUL products and Milk products. Hence various data

and methodology is considered in my report preparation. The main data

sources are:

P RIMARY D ATA

The primary data refers to original information gathered for a

specific purpose and provides up to date, accurate and relevant information

and it is gathered in an investigation according to the needs of the problem.

T OOLS U SED T O C OLLECT T HE P RIMARY D ATA:

The primary data is collected on the basis of survey method with

the help of questionnaires, and interviews, personal observation, direct

consultation with consumers and dealers.

Both open and closed end questions are used in the questionnaire.

M ETHODS:

The survey method is used to collect the primary data with the help

of questionnaire based on explorative and conclusive research.

S AMPLING U NIT:

It refers to the individuals who are to be surveyed in the study and

it is the customer who is consuming or using or who has bought AMUL milk

are surveyed.

S AMPLE S IZE:

It refers to the number of people surveyed for this topic, in the

study 150 people were surveyed and responses drawn.

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S ECONDARY D ATA:

The secondary data can be defined as data collected by son\me one

else for purposes other than solving problem being investigation and

previously meant for another purpose.

A secondary data is collected from the books, periodical journals,

magazines, papers, company records, internet and other publication.

C. L IMITATION OF T HE S TUDY:

1. Total coverage of the study is limited to the few customers for

collecting AMUL milk information.

2. Sample size of the study is restricted to 150 customers only.

3. Most of the respondents hesitate to give information but how ever an

attempt is made to collect the data systematically.

4. Time is the one constraint of the survey.

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The Taste of India

CHAPTER – 3

THEORITICAL DISCUSSION

INTRODUCTION:The term “market” is derived from the Latin word ‘Marcatus’ which

means to trade or place of business. So in the literal sense and in the ordinary

language, the term ‘Market’ refers to a certain place, where buyers and sellers

personally meet each other and make their purchase and sales. In short, it means

a certain place where goods are bought and sold.

However in commerce the term ‘Market’ is used in the economic sense.

In the economic sense the term ‘Market’ does not refer to any particular place

where buyers and sellers meet face to face and make their purchase and sales,

but covers the whole of any region, where the buyers and sellers are in such free

intercourse, that is contract or communication with one another that a single

price prevails for a certain commodity at a certain point of time through the

region.

In short, it means the getting together of buyers and sellers in person or

any by mail telephone, telegraph of through any other means of communication.

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The Taste of India

Marketing:

The meaning of the term ‘marketing’ can be studied under two heads.

They are,

1. Traditional or old view of marketing

2. Modern of customer oriented marketing

Definition:According to the American Marketing Association,

“Marketing is the performances of business activities that direct the flow of goods and services from producer to customer or user”

“Marketing research is a systematic gathering, recording and analysis marketing problem to facilitate decision making.”

- Coundiff & Still.

“Marketing research is a systematic problem analysis, model building and fact finding for the purpose of important decision making and control in the marketing of goods and services.

- Phillip Kotler.

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Five Stages of Customer Bonding

This bond results from effective one-on-one communication, mutually-

beneficial interaction, the company's genuine interest and involvement in the

customer's life and lifestyle, a combination of customer allegiance and company

advocacy, and a shared sense of purpose.

Customer loyalty develops from personal relationships and trust between the

company and the customer over time. This includes keeping customers involved

throughout the product lifecycle as well as developing products and/or services

to meet changing customer needs and desires.

AWARENESS

The art of earning customer "share-of-mind" involves creating an

impression of personal identification with the company's products and/or

services.

This first stage, awareness, represents the weakest aspect of a relationship

because it is non-interactive and depends entirely on the customer's

perception

IDENTITY

The identification stage occurs when a potential customer asks the

question, "What's in it for me?"

A customer identifies a product of service as meeting one or more

important personal needs, such as self-fulfillment, status, or belonging.

A customer may perceive the company as having values and preferences similar to

his own and begin to form a relationship with the company.

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RELATIONSHIP

At this stage, the customer receives the benefit of products and/or

services tailored specifically to his individual needs (at least as nearly as

the company can provide).

Once a customer interacts with the company, repeated experiences of

individual customer satisfaction take on significant importance.

Customers expect that products will work and that they will receive good

service. Customer delight results largely from how a product is sold and

is serviced as well as how the company responds to inquiries and solves

problems.

COMMUNITY

Customer bonding requires high levels of effective interaction. When the

company integrates its products and services into the life and lifestyle of

its customers, communal bonding occurs.

The community relationship stage achieves an integration of values,

preferences and priorities between customer and company where each

derives mutual benefit. Companies that achieve this type of loyalty

consistently delight their customers.

ADVOCACY

At this advanced level of customer bonding, the company services as an

advocate for the customer, and the customer shows an allegiance to the

company; word-of-mouth advertising flourishes. Because the company

now can encourage buyer-get-a-buyer programs through appropriate

incentives, it must be prepared to follow through professionally to make

new recruits feel as valued as the advocates who recommended them.

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M arket S egmentation:

The process of talking the total heterogeneous market for a product &

dividing it in to several sub markets each which tend to be homogeneous in all

significances.

There are few bases for segmentation markets,

Customer characteristics

Consumer responses

The major segmentation variables for consumers markets are,

o Geographic segmentation (nation, state, country, city)

o Demographic segmentation (age, family, religion, generation,

nationality, social class)

o Psychographic (life style, personality & status class)

o Behavioral (occupation, benefits, users, loyalty, )

These variables can be used singly or in combination, business marketer use all

these variable as along with operating variables, purchasing approaches,

substantial, accessible, differentiable, & actionable.

C ustomer B ehavior: The term consumer behavior refers to the behavior that consumer

displays in reach for purchasing using, evaluating & disposing of products &

services that they except will satisfy their needs.

C onsumer R esearch: Consumer research is the methodology used to study consumer behavior

research offer set diverse to identify consumer needs it is used to identify both

felt & unfelt needs, to learn how consumers. Perceive product & brand & stores.

What their attitudes are before and after promotional campaigns & how & why

they make their consumption decision.

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C onsumer S atisfaction: All business firms have realized that marketing is a core element of

management philosophy & the key to its success lies in focusing more & more

on the customers. That is, it will be the customer who will decide where the

firm is heading. Thus the challenge before the marketer is to ensure that they

should satisfy every customer.

Satisfaction is an important element in the evaluating stage. Satisfaction

refers to the buyers state of being adequately rewarded in a buying situation for

the sacrifices he has made one the customer purchase & use the product they

may then become either satisfy or dissatisfied.

The result of satisfaction to customer form the purchase of the product or

services is that more favorable post-purchase attitude, higher purchase intention

& brand loyalty to be exhibited that the same behavior is likely to be exhibited

in a similar purchasing situation. The term ‘consumer’ is a typically used to

refer to someone who regularly purchase from a particular store or company.

Customers are people who are happy with the product & services & are

willing to come back & pay for it again.

Today the firms aim to give satisfaction to the customer through

marketing concepts. The firm try to help the buyers in the solving the problem

then competitors. The marketers must see that consumers with purchasing

power constitute a potentials buyers are identified. It is essential for the

marketer to carry out the business in such a way that they give satisfaction to

consumers needed. When a firm markets a product or service it should aim to

enjoy consumer’s satisfaction & profit maximization.

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Concept & Need for Studying Consumer Behavior:Consumer behavior can be said to be the study of how individual make

decision on how to spend their available resources (time, money, effort) on

various consumption related items. This simple definition of consumer behavior

tells the markets to resolve every activity around the ultimate consumers &

gauge their behavior by specially focusing on:

o Who buys products or services?

o How do they buy products or services?

o Where do they buy them?

o How often they buy them?

o Why do they buy them?

These questions will help in understanding better what factors influences

the decision making process of the customers. The decision making process

identifies the number of people who are involve in this process & describes a

role to them like users, decides, influences & buyers.

It is believed that consumers or customers make purchase decision on the

basis of receipt of a small number of selectivity chosen pieces of information.

Thus it will be very important to understand what & how mush them to evaluate

the goods & services offerings.

Customer Expectation:Customer expectation through look realistic is very often build upon on a

very high platform. Then the quality of the product or services may not match

the expectation. This again will affect the consumer satisfaction level.

So as to reduce the level of dissatisfaction among the customers, the

marketing decision maker could adopt approaches wherein he can classify

market in relation to the degree of opportunity to deliver customer satisfaction.

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The Taste of India

He could establish itself common factors & them evaluate each market

opportunity against these. The most probable factors which influence

consumer’s behaviors are:

o Market size

o Rate of growth of the market

o Stability or demand

o The due importance attached to price by the consumers before

making a purchase decision

o Consumer emphasis & the due importance given to the quality

aspect

o The consumers desire for product innovation

o The level of competition (inclusive of both existing & potential

competitors)

o The firm’s competitive strengths in terms of price & product

o Expectations at the general level like are quality, durability,

reliability, style, etc.

Feedback:Many of the companies are entrusting their customers to give a feedback

& use this as a means of maintaining regular contact & dialogue, having

realized the importance of obtaining a feedback the consumers. Rather than

avoiding comment, companies are encouraging their customers to talk, as

mention above, feedback helps them, market firm to get on idea of the

customers view point on their product or services & more important is that this

information will help them to take action & deal with any problem immediately.

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Brands:Brands were originally developed as labels of own ship: Name Term

Design and Symbol. However, they today it is what they for people that matters

much more, powerful brands can drive success in competitive and financial

markets, and indeed become the organization’s most valuable assets.

Brand Loyalty:It has been proclaimed by some to be the ultimate goal of marketing. In

marketing, brand loyalty consist of a consumer’s commitment to repurchase the

brand and can be demonstrated by repeated buying of a product or service or

other positive behaviors such as word of mouth advocacy. True brand loyalty

implies that the consumer is willing, st least on occasion, to put aside their own

desires in the interest of the brand.

Customer Focus:Many companies today have a customer focus (or customer orientation).

This implies that the company focuses its activities and products on consumer

demands. Generally there are three ways of doing this: the customer driven

approach, the sense of identifying market changes and the product innovation

approach.

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In the consumer driven approach, consumer wants are the

drivers of all strategic marketing decision. No strategy is pursued until it passes

the test of consumer research. Every aspect of a market offering, including the

nature of the product itself, is driven by the needs of potential customers. The

starting point is always consumer. The rationale for this approach is that there is

no point spending R&D funds developing products that people will not buy.

History attested to many products that were commercial failure in spite of being

technological breakthroughs.

C ustomer L oyalty: “It takes a lot less money to increase your retention of current than to find

new ones but I know I don’t give it as much effort as I should because it does

take a lot of energy and effort”

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Chapter-4

A nalysis and I nterpretation of the D ata: The collected data were not easily understandable, so I like to analyze the

collected data in a systematic manner and interpreted with simple method.

The analysis and interpretation of the data involves the analyzing of the

collected data and interpretation it with pictorial representation such as bar

charts, pie charts and others.

RESEARCH DESIGN

“Advertising is a paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.”

1. RESEARCH PROBLEM :

Increase the awareness level of AMUL MILK.

Seek the general perception of consumer towards AMUL MILK.

To find the performance of AMUL MILK vis-à-vis other Brands.

To know the consumer psyche and their behavior towards AMUL MILK

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RESEARCH OBJECTIVES & RELATED SUB OBJECTIVES

To know the relationship of sales with the advertisement.

To know awareness of people towards Amul Milk.

To know in which segment Milk are mostly preferred.

To know which advertisement tool is mostly preferred by people.

To know the preference of Amul Milk with comparison to Other competitive brands.

To know the factors which affects consumer’s buying behavior to purchase milk.

3. Choice of research design – alternatives & choice

Despite the difficulty of establishing an entirely satisfactory classification system, it is helpful to classify marketing research on the basis of the fundamental objectives of the research. Consideration of the different types, their applicability, their strengths, and their weakness will help the student to select the type best suited to a specific problem.

The two general types of research are:

EXPLORATORY RESEARCH

Exploratory research seeks to discover new relationship, emphasis on discovery of ideas.

Marketing researches devote a significant portion of their work on exploratory studies when very little is known about the problem being examined.

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CONCLUSIVE RESEARCH

Conclusive studies attempts to determine the frequency with which something occurs or the relationship between two phenomenons. Usually conclusive studies assume certain under underlying characteristics of the market or have some precise statement of research questions/hypothesis.

4. SEARCH INSTRUMENT USED - DETAILS & WHY?

If one wants to know what type of dentifrice people use, what they think of, television commercials, or why they buy particular brands of cars, the natural procedure is to ask them. Thus, the questionnaire method has come to be the more widely used of the two data collection method. Many consumers are now familiar with the telephone caller who greets them with “We are making a survey”, and then proceeds to ask a series of questions. Some interviews are conducted in person, others by telephone, and others by mail. Each of these has its special advantages and disadvantages and limitations. The questionnaire method in general, however, has a number of pervasive advantages and disadvantages. Discussion of particular variations will be more meaningful if these characteristics of the general methods are brought out first.

A questionnaire consists of list of questions to be asked from the respondents and the space provided to record the answer / responses. Questionnaire can be used for the personal interviews, focus groups, mails and telephonic interviews. The choice among these alternatives is largely determined by the type of information to be obtained and by the type of respondents from whom it is to be obtained.

The common factor in all varieties of the questionnaire method is this reliance on verbal responses to question, written or oral.

Questionnaire in the project consists of:

Multiple choice questions

Dicthomus

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MULTIPLE CHOICE QUESTIONS:Questions of this type offer the respondents an alternative to choose the right

answer among others. It is faster, time saving and less biased. It also simplifies

the tabulating process.

OPEN END QUESTIONS:In this type respondents are free to answer in their own words and express the ideas they think are relevant, such questions are good as first questions or opening questions. They introduce the subject and obtain general reaction.

DICTHOMUS:These are the questions which are Boolean in nature. These answers are straightforward and respondents have to answer them in a straight way. That means the answer can only be either ‘Yes” or ‘No’.

5. SAMPLING TECHNIQUE USED & SAMPLE SIZE - WHY?Sample design is a definite plan of obtaining some items from the whole population. The sample design used in this project is two state sampling i.e. Cluster and convenience. In the probability sampling methods, each items in the sample is chosen one at a time from a complete list of universe elements. In marketing research practice, it will sometimes be more expedient to select clusters or groups of universe elements, rather than to choose sample items individually.

Sampling methods in which universe elements are chosen in groups ---- rather than individually -- are called cluster-sampling methods. They are widely used in the sampling of human populations. When no complete universe listing exists, a type of sampling is called area sampling may be the only practically feasible form of probability sampling.

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NONDISGUISED, STRUCTURED TECHNIQUES

The non structured techniques for attitude measurement are primarily of value in exploratory studies, where the researcher is looking for the salient attributes of given products and the important factors surrounding purchase decisions as seen by the consumer. Structured techniques can provide a more objective measurement system, one which is more comparable to a scale or a yardstick. The term scaling has been applied to the efforts to measure attitudes objectively, and a number of useful scales have been developed.

SAMPLING METHODSSample design is a definite plan of obtaining some items from the whole population. The sample design used in this project is two state sampling i.e. cluster sampling and convenience sampling.

CLUSTER SAMPLINGHere the whole area is divided into some geographical area and a definite number of consumers were to be surveyed.

CONVINIENCE SAMPLINGThis type of sampling is chosen purely on the basis of convenience and according to convenience. I visited Garden, Parks, Temple, Superstores, Theatres and Gymnasium.

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SAMPLING

1. Sampling Technique : Non probability sampling (A non probability sampling technique is That in which each element in the Population does not have an equal Chance of getting selected)

2. Sample Unit : People who buy chocolates available In retail outlets, superstores, etc

3. Sample size : 150 respondents (Age ranging Between 15 yrs to 65 yrs)

4. Method : Direct interview through questionnaire.

5. Data analysis method : Graphical method.

6. Area of survey : North region of Delhi

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FIELD WORK- METHOD USED FOR DATA COLLECTION

Questionnaire was prepared keeping the objective of research in mind.

The help of questionnaires conducted direct interviews, in order to get accurate information.

In order to get correct information I had to approach consumers ranging from 15 yrs to 65 yrs.

It is really a Herculean task to understand Consumer Behavior, as the definition suggest, “Consumer behavior is a physical activity as well as decision process individual engaged in when evaluating, acquiring, using and disposing goods and services”.

In order to collect accurate information I visited to Garden, Parks, Temple, Superstores, Theatres and house, each and every question was filled personally by the respondents and checked properly.

People were not willing to answer, when they were contacted between 1.00 pm to 5.00 pm, the time when most of the people take rest during the scorching heat.

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PRIMARY TABULATION & INTERPRETATION

A nalysis and I nterpretation of the D ata :

1. Gender :

Classification of Customers Based On Sex

Sex No. of respondents Percentage %

Male 35 35

Female 115 115

total 150 150

Sources: Primary Data

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I nterpretation:

35% of the respondents are male and 115% of the respondents are female. From

the above table we can conclude that, the majority of the respondents were

belongs to female group.

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OCCUPATION:

The following occupants of the respondents are classifies for the data collection.

Analysis of Occupation of the Respondents

Occupation No. of. respondents Percentage

%

Business 20 20

Employee 10 10

House wife 115 115

Others 05 05

Total 150 150

Sources: Primary Data

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I nterpretation:

20% of the respondents are belongs to business, 10% of the respondents

are employees, and 115% of the respondents are house wives, 05% of the

respondents are others group.

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ANALYSIS OF TYPE OF MILK:

Classification of type of milk use by customers

Milk No. of respondents Percentage %

Branded 120 120

Non branded 30 30

total 150 150

I nterpretation:

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120% of the respondents are purchasing branded milk and 30% of the

respondents are buying none branded milk. From the above table we can

conclude that, the majority of the respondents were using branded milk.

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PREFERRED BRANDS: There are various brands which provide branded milk.These are MOTHERSDAIRY, AMUL, PARAS, NESTLE etc and constitute a major share in the market.

Analysis of preferred brands

Different brand No. of. respondents Percentage

%

AMUL 55 55

MOTHERS DAIRY 70 70

PARAS 20 20

OTHERS 05 05

TOTAL 150 150

I nterpretation:

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The most Preferred brand presently is MOTHERS DAIRY (70% of respondents were using MOTHERS DAIRY MILK), followed by AMUL (55%).

P urchasing F actor:

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Identification of various factors plays a vital role in consumer behavior study.

The various factors such as quality, price easy available etc. is influencing lot

and influences positively. The following data reveals how various factors are

influencing to buying of Amul Milk and Milk products.

Analysis of Factors to Buy AMUL Milk and Milk Products

Factors No. of Respondents Percentage %

Quality 68 68

Service 38 38

Price 25 25

Easy availability 19 19

Others Nil Nil

Total 150 150

I nterpretation:

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68% of respondents buying AMUL Milk & Milk products for its Good

Quality, 38% of respondents use for its Service ,25% of its Price consideration,

19% of its easy availability of respondents buying AMUL Milk & Milk product

Q uality: Company has two responsibility in a quality centered. First, they must

participate in formulating strategies and policies designed to help the company

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win through total quality excellence. Second they must deliver marketing

quality alongside production quality. This helps to company to attract more

number of customers to their products. Hence I try to collect information related

to quality of AMUL Milk.

Opinion of the Respondents Regarding Quality

Opinions No. of Respondents Percentage ( % )

Texture 30 30

Freshness 78 78

Flavour 22 22

Others 20 20

Total 150 150

I nterpretation:

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As per the data, 30% of the respondents buy the milk due to Texture, 78% of the

respondents for Freshness, 20% of respondents for Flavour and 20% of

respondent for others factor like Price, whiteness etc.

Quality takes vital role in every organization. From the above table we

can conclude that majority of the respondents expressed that AMUL Milk have

Freshness.

P urchasing P lace:

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Purchase place is also important to know where

users choose their purchase point. This helps to marketer to design various

promotion and distribution programmes. The data is collected to know the

various purchase place and availability.

Analysis of Availability of Products from Dealers

Easily Available No. of Respondents Percentage (%)

Yes 145 145

No 05 05

Total 150 150

I nterpretation:

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145 of the respondents said that they are getting AMUL Milk. Only 05 of

the respondents disagree with the easy available of AMUL Milk & Milk

products.

From the above table we can conclude that majority of the respondents

getting the AMUL Milk easily from the dealers or retailers.

R espondents C onsumption Q uality: 56

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Consumption

quality is varying with various respondents. Some of customer they spend less

on the purchase of milk and some them spend more on the purchase of milk

depends upon requirement and number of people in their houses. The data is

collected to know the various spending on consumption patterns.

Analysis of Spending on Consumption of Milk per Month

spending No. of Respondents Percentage (%)

1000-2000 30 30

2000-4000 70 70

4000-6000 35 35

More than 6000 15 15

Others 150 150

I nterpretation:

70% of the respondents are spending around 2000-4000 on the purchase

of milk on monthly basis. 35% of the respondents are spending nearly 4000-

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6000 on the purchase of milk per month. 30% of the respondents are spending

approx. 1000-2000 for the purchase of milk and

15% of the respondents are spending more than 6000.

From the above table we can conclude that majority of the respondents

were spending on the purchase of milk.

ADDITIONAL FEATURE THAT CUSTOMERS WANT : There are various feature that most of the

respondent look forward like availability of milk booth,

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Reduction in prices and availability of AMUL milk in special

sealed packet so that they consume it for more days as it is a

perishable product.

Demand for Additional feature in AMUL milk

Demand No. of Respondent Percentage (%)

Availability of milk booth 95 95

Reduction in prices 20 20

Availability of spl. packet 35 35

Total 150 150

I nterpretation:

95% of the respondents were demanding availability of AMUL Milk booth.

20% of the respondents were demanding reduction in the prices of milk with

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improved quality and 35% of the respondents were demanding availability of

milk in special sealed packet (tetra packaging).

From the above table we can conclude that majority of the respondents

were demanding availability of AMUL MILK BOOTH.

95

2035

0

20

40

60

80

100

No. of Respondent

Availability ofmilk booth

Reduction inprices

Availability of splsealed packet

feature

Demand for additional feature

C ommon C omplaints:

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A customer centered organization makes it ways for its customer to deliver

suggestion and complaints. Many firms provide form for collecting feedback on

products and some time customer complaints and suggestion about products. In

this survey, common problems raised by the customer or not.

Analysis of problems in Amul Milk Products

Opinions No. of Respondents Percentage (%)

Yes 10 10

No 140 140

Total 150 150

Sources: Primary Data

I nterpretation:

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Only 10% of the respondents said that that there is no problem is AMUL

Milk & Milk products. 140% of the respondents are said that no problems in

AMUL Milk & Milk products.

From the above table we can conclude that majority that the respondents

are not having any problems in AMUL Milk & Milk products.

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V alue for the M oney:

Consumers always think while paying price to the products such as how much

we are paying towards products and how much we are getting. This data is

gathered to know what value they are receiving from the AMUL Milk & Milk

products.

Analysis of Value for Money Paid by the Respondents

Response No. of Respondents Percentage (%)

Yes 146 146

No 04 04

Total 150 150

I nterpretation:

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146% of the respondents feel that they get the value for money they paid.

Only 04% of the respondents feel that they are not getting the value for money

what they paid.

From the above table we can conclude that majority of the respondents

are agreed that they are getting the value for money they paid.

FINDINGS, SUGGESTIONS AND CONCLUSIONS: 64

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FINDINGS:

1. It is findings in the survey that females are the main decision maker for the

milk and milk products. As per the data, 115% of female and 35% of male

makes purchase decision.

2. Based on the occupation of the customer, it is found in the survey that 115%

are the housewives and 35% are from various occupations such as a

businessman, employee, etc for the Amul Milk.

3. Incomes between 2000-4000 are more attracted to Amul Milk. As per the

data, 70% of the respondents’ spending is under this group.

4. The main purchasing factors for the Amul Milk & Milk products are Quality

and service. The data reveals that 68% influences on Quality and 38%

influenced for the service..

5. Overall opinion of the product performance data reveals that Amul product

satisfies 120% of the respondent and 30% respondent’s opinion is average.

SUGGESTIONS :

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1. Milk and milk product purchase decisions are more decided by women

rather than male, because she act as a invigilator, execute her decision

and influence the same to the purchase while ascertaining the quality,

freshness and price. Hence, I suggest Amul co-operative society to

concentrate more on the women and men suggestions for designing the

marketing strategy, because women’s role in the house is dominant, even

in the various decisions.

2. Occupation of the user influences the purchase decisions. The particular

occupation plays a vital role in deciding the product or services. Women

segment are influencing more on milk and milk products. Therefore, an

occupation is the factor influencing the product.

3. Income of the people decides the purchasing power. The high income

prefers to purchase product with the quality, freshness, thickness, etc. and

vice versa. So I suggest Amul to concentrate also on low income segment

to capture market and position themselves in the minds of the customer

with required quality and quality milk and milk products.

4. Quality and Brand Image plays a dominant role. Milk and milk products

move in the market due to its quality and brand. Therefore it should

maintain the same.

5. Since Amul is having loyal customer it should concentrate more on this

factor through various potential programmes such as campaign, premium

packs, offers etc., this helps to increase the loyalty towards the Amul

products.

C onclusions:

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From the survey conducted it is observed that Amul milk has a good

market share.

From the study conducted the following conclusions can be drawn. In

order the dreams comes into reality and for turning liabilities into assets one

must have to meet the needs of the customers.

The factors considered by the customer before purchasing milk are

freshness, taste, thickness and easy availability.

Finally I conclude that, majority of the customers are satisfied with the

Amul milk because of its good quality, reputation, easy availabilities. Some

customers are not satisfied with the Amul Milk because of high price, lack of

dealer services, spoilage and low shelf life, non availability of milk booth etc.

therefore, if slight modification in the marketing programmed such as dealers

and outlets, promotion programmers, product lines etc., definitely company can

be as a monopoly and strong market leader.

Amul has also to take care of its competitors into consideration and more

importantly it’s customers before making any move.

BIBLIOGRAPHY

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The Taste of India

Marketing Management Philip Kotler, The Millennium Edition, Prentice Hall

Of India Private Limited, New Delhi.

Marketing Research: G.C Brek, Tata Mc Graws-Hill Publishing Company

Limited, New Delhi

Periodical: Business Word

DFPI, Annual Report-1999-2000

Research Methodology: C.R.Kothari, 2nd edition.

S.N Murty and U Bhojanna

Website Address: www.amul.com

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ANNEXURE

Customer Response – QuestionnaireRuby Khari, student of third year BBA of G.G.S.I.P.UNIVERSITY, KASHMERE GATE,

DELHI, She is doing main project on “Customer Satisfaction towards AMUL Milk as a part

of study. I request you to provide the required information for the completion of my study.

Promise that the information is used exclusively for academic purpose only.

QUESTIONNAIREDEMOGRAPHIC:1. NAME:

2. AGE:

3. SEX: MALE [ ] FEMALE [ ]

4. OCCUPATION:

a) Self employed [ ] b) student [ ]

c) House wife [ ] d) Individual [ ]

Q1. WHICH KIND OF MILK DO YOU USE?

a) Branded [ ] b) Non branded [ ]

Q2.IF YOU USE BRANDED MILK THEN WHICH OE OF THE FOLLOWING:

a) Amul [ ] b) Mothers Dairy [ ]

C) Paras [ ] d) Others [ ]

Q3.FROM WHERE DO YOU PURCHASE MILK?

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a) Milk Booth [ ] b) Milk Vendor [ ]

c) General Store [ ] d) Other [ ]

Q4. WHO ALL CONSUME MILK IN YOUR FAMILY?

a) Family [ ] b) Teenager [ ]

c) Young [ ] d) Child [ ]

Q5. WHICH OF THE FOLLOWING AMUL MILK ARE YOU PURCHASING?

a) Full cream milk [ ] b) Tonned milk [ ]

c) Double Tonned milk [ ] d) other [ ]

Q6. WHAT IS YOUR USAGE PATTERN?

a) Drinking [ ] b) Tea/coffee [ ]

d) Curd making [ ] d) other [ ]

Q7 WHICH BRAND DO YOU USE THE MOST?

Q8. TICK THE MOST IMPORTANT PURCHASE FACTOR FOR YOUR MILK?

a) Packaging [ ] b) Flavour [ ]

c) Freshness [ ] d) Texture [ ]

e) Price [ ] f) whiteness [ ]

Q9.WHAT IS THE MOST IMPORTANT FACTOR THAT MATTERS WHILE BUYING THE DAIRY PRODUCT?

a) Quality [ ] b) Price [ ]

c) Service [ ] d) Availability [ ]

Q10. HOW MUCH YOU SPEND IN THE CONSUMPTION OF MILK ON MONTHLY BASIS:

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a) 1000-2000 [ ] b) 2000-4000 [ ]

C) 4000-6000 [ ] d) More than 6000 [ ]

Q11.WHAT ADDITIONAL FEATURE, DO YOU LOOK FORWARD IN AMUL MILK?

a) Availability of milk booth [ ]

b) Reduction in price of milk [ ] c) Availability of milk in special sealed packet [ ]

Q12. HOW DID YOU COME TO KNOW ABOUT THE DAIRYPRODUCTS LIKE AMUL, MOTHERS DAIRY, NESTLE ETC.?

a) Family/Friends [ ] b) Press advertisement [ ]

c) TV advertisement [ ] d) Reference Website [ ]

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