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Retailers and Consumer Behaviour towards Amul

In this research Researcher have surveyed the product performance and buying behavior of two famous brands of dairy Amul and Saras, which are consumed by people of all ages. During this research Researcher have interacted with people of Jaipur.

After this research Researcher came to know how people perceives these products on the variables like price, quality, advertisement, satisfaction, taste, packaging, brand loyalty etc. Researcher also came to know which particular brand of milk is most preferred by people of different age groups.

In this research Researcher have surveyed that how frequently and how much dairy products they consume, whether they buy small, or big packs. Trend of ongoing changes in their likings has been shown in the report. In this report Researcher have tried to explain the entire research and facts product wise.

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Retailers and Consumer Behaviour towards Amul

Objectives of Research
1. To know the market share of Amul products


To know the perception of customers regarding Amul products.


To determine the customers satisfaction regarding Amul products.


To determine the factors influencing the choice of customers regarding Amul products.


To know effectiveness of the marketing strategy and sales promotion in market. Evaluating the competitors strength and weakness in rural market Retailers expectation from company.



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Retailers and Consumer Behaviour towards Amul

Overview of Dairy Co-Operatives

Dairy cooperatives account for the major share of processed liquid milk marketed in the country. Milk is processed and marketed by 170 milk producers cooperative unions, which federate into 15 state cooperative milk marketing federations. The dairy boards programmes and activities seek to strengthen the functioning of dairy cooperatives, as producer-owned and controlled organisations. NDDB supports the development of dairy cooperative by providing them financial assistance and technical expertise, ensuring a better future for Indias farmers. Some of the major dairy cooperatives federations include: Andhra Pradesh Dairy Develeopment Cooperative Federation Ltd. (APDDCF) Bihar State Cooperative Milk Producers Federation Ltd. (COMPFED) Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF) Haryana (HDDCF) Himachal Pradesh State Cooperative Milk Producers Federation Ltd. (HPSCMPF) Karnataka Cooperative Milk Producers Federation Ltd. (KMF)
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Retailers and Consumer Behaviour towards Amul

Kerala State Cooperative Milk Marketing Federation Ltd. (KCMMF) Madhya Pradesh State Cooperative Dairy Federation Ltd. (MPCDF) Maharashtra






(MAHASANGH) Orissa State Cooperative Milk Producersfederation Ltd. (OMFED) Pradeshik Cooperative Dairy Federation Ltd. (UP) (PCDF) Punjab State Cooperative Milk Producers Federation Ltd. (MILKFED) Rajasthan Cooperative Dairy Federation Ltd. (RCDF) Tamilnadu Cooperative Milk Producers Federation Ltd. (TCMPF) West Bengal Cooperative Milk Producers Federation Ltd. (WBCMPF)

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Retailers and Consumer Behaviour towards Amul

Gujarat Co-Operative Milk Marketing Federation

An Overview

Gujarat Co-Operative Milk Marketing Federation (GCMMF) is India's largest food products marketing organisation. 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.

CRISIL, India's leading ratings, research, risk and policy advisory company, has assigned its highest ratings of "AAA/stable/p1+" to the various bank facilities of GCMMF.


13 district cooperative milk producers' union

No. Of producer members

2.79 million

No. Of village societies


Total milk handling capacity

11.22 million liters per day

Milk collection (total - 2008-09)

3.05 billion liters

Milk collection (daily average 2008-09)

8.4 million liters

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Retailers and Consumer Behaviour towards Amul

Milk drying capacity

626 mts. Per day

Cattlefeed manufacturing capacity

3500 mts per day

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Retailers and Consumer Behaviour towards Amul

Company Profile Literature Review

Type Industry Founded Headquarters Key people

: : : : :

Co-Operative Dairy 1946 Anand Chairman, Kaira District Cooperative Milk Producers Union Limited (KDCMPUL)


INR 67.11 Billion; $1.33 (in 200809)


735 employees of marketing arm. However, real pool Consist of 2.8 million milk producers



Amul is the largest food brand in India and worlds largest Pouched milk brand with an annual turnover of us $1050 million (2006-07).
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Retailers and Consumer Behaviour towards Amul

Introduction and History of Amul

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 CoOperative Milk Producers Union. This union selected the brand name Amul in 1955. The brand name Amul means Amulya. This word derived from 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 INR 6 billion in 2005). Today Amul is a symbol of many things like of the highquality products sold at reasonable prices, of the genesis of a vast cooperative 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 40s, 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.
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Retailers and Consumer Behaviour towards Amul

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 establishing a cooperative 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.

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Retailers and Consumer Behaviour towards Amul

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 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
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Retailers and Consumer Behaviour towards Amul

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 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 INR 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.

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Retailers and Consumer Behaviour towards Amul

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, 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
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Retailers and Consumer Behaviour towards Amul

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.

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First plant is at Anand, which engaged in the manufacturing of milk, butter, ghee, milk powder, flavored milk and buttermilk.

Second plant is at Mogar, which engaged in manufacturing chocolate, NutrAmul, Amul ganthia and Amul lite.

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Third plant is at kanjari, which produces cattelfeed.

Fourth plant is at khatraj, which engaged in producing cheese.

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Today, twelve dairies are producing different products under the brand name Amul. Today Amul Dairy is No. 1 dairy in Asia and no. 2 in the world, which is matter of proud for Gujarat and whole India.

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Retailers and Consumer Behaviour towards Amul



Bread Spreads:

a. Amul Butter - Utterly butterly delicious b. Delicious Table Margarine - The delicious way to eat healthy c. Amul Lite - Low fat, low cholestrol bread spread


Milk Drinks:

a. Amul Kool Milk Shaake b. Amul Kool c. Amul Kool Koko - A delight to chocolate lovers delicious chocolate taste d. Amul Kool Chocolate Milk e. Amul Kool Caf


Nutramal Energy Drink:

a. A Drink For Kids - Provides energy to suit the needs of growing kids b. Amul Kool Flavoured Bottled Milk c. Amul Masti Spiced Buttermilk d. Amul Introduces The Best Thirst Quenching Drink e. Amul Kool Thandai f. Amul Lassee g. Amul Kool Flavoured Tetra Pack

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Retailers and Consumer Behaviour towards Amul


Powder Milk:

a. Amul Spray Infant Milk Food - Still, mother's milk is best for your baby b. Amul Instant Full Cream Milk Powder - A dairy in your home c. Sagar Skimmed Milk Powder - Which is especially useful for diet preparations or for use by people on low calorie and high protein diet. d. Amulya Dairy Whitener - The richest, purest dairy whitener e. Sagar Tea Coffee Whitener


Fresh Milk:

a. Amul Fresh Milk - This is the most hygienic milk available in the market. Pasteurised in the state of the art processing plants and pouch packed for convenience. b. Amul Gold Milk c. Amul Taaza Double Toned Milk d. Amul Lite Slim And Trim e. Amul Fresh Cream f. Amul Shakti Toned Milk g. Amul Calci+ h. Amul Buttermilk



a. Amul Pasteeurised Processed Cheese - 100% vegetarian cheese made from microbial rennet
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Retailers and Consumer Behaviour towards Amul

b. Amul Cheese Spreads - Tasty cheese spreads in 3 great flavours. c. Amul Pizza Mozzarella Cheese - Pizza cheese...makes great tasting pizzas! d. Amul Emmental Cheese - The great swiss cheese from Amul, has a sweet-dry flavour and hazelnut aroma e. Gouda Cheese


For Cooking:

a. Amul/Sagar Pure Ghee - Made from fresh cream. Has typical rich aroma and granular texture. An ethnic product made by dairies with decades of experience. b. Cooking Butter c. Utterly Delicious Pizza d. Mast Dahi e. Amul Malai Paneer - Ready to cook paneer to make your favourite recipes! f. Mithai Mate g. Weetened Condensed Milk free flowing and smooth texture. White to creamy color with a pleasant taste. h. Pro-biotic Dahi



a. Amul Ice Creams - Premium ice cream made in various varieties and flavours with dry fruits and nuts. b. Amul Mithaee Gulab Jamun Pure khoya gulab

jamums...best served piping hot.

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Retailers and Consumer Behaviour towards Amul

c. Amul Basundi d. Amul Shrikhand - A delicious treat, anytime. e. Amul Chocolates - The perfect gift for someone you love.


Health drink:

a. NutrAmul - Malted milk food made from malt extract has the highest protein content among all the brown beverage powders sold in india. b. Amul Shakti Health Food Drink - Available in kesar-almond and chocolate flavours.

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Retailers and Consumer Behaviour towards Amul

Research design
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--vis other brands. To know the consumer psyche and their behaviour towards Amul milk.

Research Objectives & Related Sub Objectives To know the relationship of sales with the advertisement. To know awareness of people towards Amul milk and other products. 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 consumers buying behaviour To purchase chocolates.
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Information Requirement First, Researcher had to know about all the competitors present in the milk segment (reputed and well established brands as well as local brands). Before going for the survey Researcher had to know the comparative packs and prices of all the competitors existing in the market. As milk is different product, the main information needed is the various types of milk available in the market, their calorific value, fat percentage and fat percentage and various other facts. As Amul milk advertisements are mainly done through audio visual media and on television the advertisement is being telecasted timely and on the proper time or not.

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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.


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.

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Research 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 research consists of: Multiple Choice Questions Open End Questions
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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.



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.

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Retailers and Consumer Behaviour towards Amul

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 research 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.

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.

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Retailers and Consumer Behaviour towards Amul

Sampling Methods

Sample design is a definite plan of obtaining some items from the whole population. The sample design used in this research is two state sampling i.e. cluster sampling and convenience sampling. The whole city was divided into some geographical areas and Research have chosen sanganer and jagatpura the total sample size was 50.


Cluster Sampling

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


Convinience Sampling

This type of sampling is chosen purely on the basis of convenience and according to convenience. Researcher visited bus stands, milk parlours, gardens, etc.


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)

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Retailers and Consumer Behaviour towards Amul

Sample unit

people who buy milk available in retail outlets, superstores, etc

Sample size





between 15 yrs to 65 yrs)






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Retailers and Consumer Behaviour towards Amul

Field Work- Method Used For Data Collection


Questionnaire was prepared keeping the objective of research in mind.


Questions were asked to respondents as regards to their willingness to purchase milk.


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


In order to get correct information Researcher had to approach consumers ranging From 15 yrs to 65 yrs.


Researcher visited as many respondents as Researcher can and asked them their real likings of customer.


It is really a herculean task to understand consumer behaviour, as the definition suggest, consumer behaviour 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 Researcher visited to garden, parks, milk parlors, superstores, retailers and each and every question was filled personally by the respondents and checked properly.

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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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