SCHOOL OF MANAGEMENT

Synopsis ON A STUDY OF CONSUMER BEHAVIOUR TOWARDS AMUL PRODUCTS IN INDORE CITY

A Research Synopsis Submitted as a partial Fulfillment of Master of Business Administration (2011-2013)

SUBMITTED TO: PROF.VIPPA DHINGRA

SUBMITTED BY: ANKIT CHOUDHARY MBA II Year Section:- ( A1 )

INDEX

Chapter 1 2 3 4 5 6 7

Contents INTRODUCTION THE COMPANY PROFILE REVIEW OF LITERATURE RATIONALE OF THE STUDY OBJECTIVES OF THE STUDY RESEARCH METHEDOLOGY BIBLIOGRAPHY

Pages 1 3 6 10 11 12 13

INTRODUCTION The CEO, Mr. B M Vyas, said that. Amul is not a food company; it is an IT company in the food business. In saying this he was recognizing that the most efficient way of building links between milk producers and consumers so as to provide the best returns for the both is through IT innovation. Thus is why Amul has embraced the ideas behind coop with such enthusiasm. Not only will the TLD enable consumers in India to recognize an established brand they can trust online, it will enable Amul to begin trading competitively throughout the world, reaching markets, which have hitherto been inaccessible. The CIO, Mr. Subbarao Hegde said, Information Technology is the most effective tool we have in communicating with our members and the millions of consumers who purchase Amul products throughout India every day. Coop not only reflects the cooperative values which shape our own organization democratically dynamic, it will also give us a vital business advantage as we seek to develop the Amul brand throughout the world. Amul ("priceless" in Sanskrit. The brand name "Amul" from the Sanskrit "Amoolya," (meaning Precious) was suggested by a quality control expert in Anand.) , formed in 1946, is a dairycooperative in India. It is a brand name managed by an apex cooperative organization, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.8 million milk producers in Gujarat, India.

INTRODUCTION OF ORGANIZATION Amul was formally registered on December 14, 1946. The brand name Amul, sourced from the Sanskrit word Amoolya, means priceless. It was suggested by a quality control expert In Anand and it was chosen because it was a perfect acronym for Anand Milk Union Limited. The Amul revolution was started as awareness among the farmers. It grew and matured into a protest movement that was channeled towards economic prosperity Over five decades ago, the life of an average farmer in Kheda District was very much like that of his/her counterpart anywhere else in India. His/her

COMPANY PROFILE

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. THE TASTE OF INDIA, AMUL comes from the Sanskrit word Amoolya, means priceless. It was suggested by a quality control expert in Anand and it was chosen because it was a perfect acronym for Anand Milk Union Limited. AMUL was formed under the dairy cooperative movement in India in 1946. The Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul has spurred the White Revolution of India, which has made India the largest producer of milk and milk products in the world. It is also the world's biggest vegetarian cheese brand.

Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in India. It is a brand name managed by an apex cooperative organization, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.6 million milk producers in Gujarat, India. It is based in Anand town of Gujarat and has been a sterling example of a co-operative organization's success in the long term. The Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul has spurred the White Revolution of India, which has made India the largest producer of milk and milk products in the world. It is also the world's biggest vegetarian cheese brand.

REVIEW OF LITERATURE According to Directorate General of Commercial Intelligence and Statistics (DGCIS), Kolkata, India exported dairy products worth US $ 35 million in 2003- 04. Asian markets are the major destinations for Indian dairy products accounting for nearly one-third of total exports. Major Asian markets for Indian dairy products include UAE, Bangladesh, Nepal, Bhutan, Yemen and Kuwait. Major export items are milk and cream in concentrated form followed by butter and fat. India also exported dairy items like buttermilk / curd, whey, milk and cream not in concentrated form and cheese, albeit negligible volume. Prasad (2006) found in his study that 91.33% of the consumers knew the availability of more than one variety of milk available in the market. He also established that a large majority of respondents 62.33% said that it is the quality that influences the choice of the brand, whereas a meagre 5.67% expressed the view that it is the factor of easy availability that is responsible for the preference of a brand. He found that a majority (about 82.67%) of the respondents were satisfied with the present brand they were using and only 17.33% though otherwise. He further suggested that prompt and regulat supply, providing value by way of service rendered by agents and avoidance of adulteration are factors that will count in the success or failure of the milk producers.

Parekh (2006) in his research established that, of the total milk produced in the country, nearly 46 per cent is consumed as liquid milk (Table 1) and the balance converted into various dairy products, such as ghee, butter, milk powder, ice cream, cheese, condensed milk and for making various kinds of sweetmeats having distinct regional preferences.

Sachan (2005) discussed the dairy scenario in India and also highlighted the export potential of this sector. According to him, higher professionalism could be imparted in rearing, milking as also handling during distribution of milk. Lessons could be learnt by individuals and small dairy farms from the cooperative sector. which has managed to impart some amount of professionalism in its operations. Several areas in the dairy industry could be strengthened by induction of state-of the-art technologies, transferred from other dairy majors of the world: Operational efficiencies are required, not only to improve yields but also to reduce waste and minimization of losses in fat, protein during milk processing.

Bhar and Saxena (2005) developed ARIMA models for forecasting the sales of milk and milk products in the regions of Bokaro and Dhanbad. Based on the data collected from the period from March 2003 to December 2004, they fitted these models and forecasted for the period from January 2005 till June 2005, and concluded that they were valid for forecasting the milk sales and retailer growth of the dairy (with a 95-percentile confidence level), which will help the dairy companies to formulate appropriate marketing and distribution strategies. aYt = 0.488 aYt-I + et - 0.881 &t-l aYt = 0.220 aYt-l + Et - 0.860 &t-l aYt = 0.667 aYt-I + &t - 0.489 &t-I aYt = - 0.045 aYt-I + et + 0.845 &t-l where Yt is Response (dependent) variable at time t, and &t are error terms that represent the effects of variables not explained by the model.

Abreu (2000) has made out that thirty years after Operation Flood, which saw the country awash in milk, another revolution is in the making: the marketing and distribution of packaged milk, both plain and in flavoured form, aimed at the burgeoning Indian middle class. There is a strong rationale behind this surge. On the supply side, milk production in the country has almost doubled from 38.8 million tonnes in 1983-84 to 74 million tonnes in 1998-99. Juxtapose this with the demand side development: A rising number of working couples, nuclear families, need for longer shelf life and changing lifestyles; plus the increased consciousness of global trends. Abreu, Robin (2000) in his article on dairy products has prominently included the following views of Jagdeep Kapoor, R.S. Sodhi, Navin Chopra, B.P. Acharya and Vasudeo Joshi, which have been considered quite relevant and important from this research work point of view. Jagdeep Kapoor, Managing Director, Samsika Consulting said, "What was once an ordinary product has suddenly developed into a full-fledged brand war." Clearly, this is one big fat cow waiting to be milked. The dairy products market is estimated at over Rs. 36,000 crore. So, virtually every big player - from Amul and Vijaya to Nestle and Britannia - is desperately seeking new strategies to break into the market that was till now the comfortable stable of n:gional players. But it is not an easy war. Each player has to work within the four well-defmed parameters of affordability, hygiene, shelflife and packaging. R.S. Sodhi, General Manager (Marketing), Gujarat Co-operative Milk and Marketing, summed it up succinctly, "the transition from the ordinary milkman to packaged milk is mainly because people do not want any adulteration. They are willing to pay more for quality." Navin Chopra, General Manager (Marketing), Britannia Industries, remarked: "Proving your product is safe and healthy is the biggest hurdle. Once that is done, half the battle is won."

B.P. Ac:harya, Managing Director, APDDCF, pointed out, "Variants are the key to increase your marketshare. After the introduction of the low-fat Vijaya brand we have managed to sell one lakh litres in 15 days." Vasudeo Joshi, Director (Research), HSBC Securities, revealed that "in the FMCG sector, milk and milk products are the growth vehicle of the future". Joshi says that consumer habits are fast changing. "The simple packet of milk has become a pot of gold for most companies," he says.

RATIONALE OF THE STUDY Survey on the comparative Packs and prices of all Amul products and the competitors products existing in the market. The study will throw light on the satisfaction decisions by youth and it will be a useful tool for analyzing the effect of gender, age etc on satisfaction decisions.

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OBJECTIVES OF THE STUDY

To know awareness of people towards Amul Products in Indore. To know which advertisement tool is mostly preferred by people To study the consumer behaviour towards a different brands of Amul milk products.

To study the satisfaction levels of consumers vis--vis various features of a Amul India.

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RESEARCH METHODOLOGY Research design:The research design adopted for the project is descriptive in nature. Size of sample:The present study was conducted on a sample size 100. Sample was the people from Indore. Sampling procedure:Simple random sample and convenience sampling method has been chooses.

Data collection: Primary Data:- Questionnaire. Secondary Data:- Websites, Books, Magazines, Newspapers etc.

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BIBLIOGRAPHY http://www.adcracker.com/advertising/Advertising_Ideas.htm www.amul.com www.wikipedia.com http://www.scribd.com/doc/22246954/AMUL-Taste-of-India http://www.scribd.com/doc/23713737/Amul-The-taste-of-India http://www.scribd.com/doc/15514263/Indepth-Analysis-on-Amul-Dairy http://www.scribd.com/doc/19357876/Project-Report-on-Amul-Secbhttp://www.scribd.com/doc/40162380/Amul-Final

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