A PROJECT REPORT

ON

COMPARATIVE STUDY OF AMUL DAIRY PRODUCT

WITH OTHER DAIRY PRODUCT IN JAIPUR

PREPARED AND PRESENTED

TO
Mr. Ashok Mathur
DIC Jaipur Depot.

JAIPUR MILK MARKETING ORGANISATION

Under the guidance of

Mr. Rakesh Beniwal Mr. Deepak Sharma
Sr. Executive (Milk Cell) Executive (Milk Cell) /
Zonal Incharge
BY
Raja Tomer Amit Kumar Santosh Kumar
(2009-2011)
 DECLARATION BY THE STUDENTS
We hereby declare that this Project Report titled COMPARATIVE

STUDY OF AMUL DAIRY PRODUCT WITH OTHER DAIRY PRODUCT

IN JAIPUR submitted by us is based on actual work carried out by us under the

guidance and supervision of Mr. Deepak Sharma (Amul). Any reference to work

done by any other person or institution or any material obtained from other sources

have been duly cited and referenced. It is further to state that this work is not

submitted anywhere else for any examination.

 ACKNOWLEDGEMENT
Every piece of hard work requires the combined efforts and talents of many
people. An ambitious work of this kind, providing analytical review to the subject
would have remained a concept rather than the finished product without
cooperation of those who respondent to our request to contribute. Preservation,
inspiration and motivation have always played a key role in the success of any
venture. In the present world of competition and success, training is like a bridge
between theoretical and practical working; willingly I prepared this particular
Project. However, we all are responsible for any shortcomings remained in this
report.
We are very much thankful to those people who give us their valuable time
and related information about Amul. We are highly thankful to Mr. Deepak
Sharma for his support and providing me the opportunity to perform in the market
and being the part of Asias No.1 Brand for some period.
Last but not the least; we are also thankful to our entire staff members and our
friends and ofcourse, our family who have helped us directly or indirectly in
preparing this project report.
 PREFACE
An Industrial, Business or service organization by taking up a project study
is most important part of our PGDM course & is must as per the syllabus. Our
PGDM course is of administrative and managerial activity of industrial, Business
or service organization.
The main objective of this project study is to help the students to develop
ability of research of the products and practical technique to solve real life problem
related to the products and to implement their theoretical knowledge in real
corporate world of cut throat competition.
In this grand project report we have tried to analyze the working condition of
todays markets conditions such as overcoming competition, consumer demand,
customer satisfaction, price, brand awareness among the people etc. for the
betterment of the organization.
In the project, we have surveyed and studied the entire area of Sanganer and
Jagatpura at Jaipur for the comparative analysis for dairy products.
 CONTENTS
Sr. No. Title Page no.
1. Introduction 2
2. Objectives Of Project 2
3. Overview Of Dairy Cooperatives 3
4. Gujarat Cooperative Milk Marketing 5
Federation
5. Famous Dairy Brands Of India 6
6. Dairy Players In Rajasthan State 7
7. Industry Profile Of Amul 8
8. Introduction And History Of Amul 9
9. Plants 14
10. Products 16
11. Marketing Research 24
12. Research Design 28
13. Data Analysis 37
14. Findings 62
15. Recommendations & Suggestions 64
16. Limitations & Problems 65
17. Conclusion 66
18. References 67
19. Format Of Questionnaire 68
 INTRODUCTION
In this research we 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 we have interacted with people of Jaipur.
After this research we came to know how people perceives these products on the
variables like price, quality, advertisement, satisfaction, taste, packaging, brand
loyalty etc. We also came to know which particular brand of milk is most preferred
by people of different age groups.
In this research we 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 we have tried to
explain the entire research and facts product wise.

OBJECTIVES OF PROJECT
1. To know the market share of Amul products
2. To know the perception of customers regarding Amul products.
3. To determine the customers satisfaction regarding Amul products.
4. To determine the factors influencing the choice of customers regarding Amul
products.
5. To Know effectiveness of the Marketing strategy and sales promotion in
market.
6. Evaluating the competitors strength and weakness in rural market
7. Retailers expectation from company.

\
 OVERVIEW OF DAIRY COOPERATIVES
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 Dairy Development Cooperative Federation Ltd. (HDDCF)

Himachal Pradesh State Cooperative Milk Producers Federation

Ltd. (HPSCMPF)

Karnataka Cooperative Milk Producers Federation Ltd. (KMF)

Kerala State Cooperative Milk Marketing Federation Ltd.

(KCMMF)
 Madhya Pradesh State Cooperative Dairy Federation Ltd. (MPCDF)

Maharashtra Rajya Sahakari Maryadit Dugdh Mahasangh

(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)
 GUJARAT COOPERATIVE MILK MARKETING
FEDERATION
An Overview
Gujarat Cooperative 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.

Members: 13 district cooperative milk

producers' Union

No. of Producer Members: 2.79 million

No. of Village Societies: 13,328

Total Milk handling capacity: 11.22 million litres per day

Milk collection (Total - 2008-09): 3.05 billion litres

Milk collection (Daily Average 2008-09): 8.4 million litres

Milk Drying Capacity: 626 Mts. per day

Cattlefeed manufacturing Capacity: 3500 Mts per day

 INDUSTRY PROFILE

Type: Co-operative
Industry: Dairy
Founded: 1946
Headquarters: Anand
Key People: Chairman, Kaira District Cooperative Milk Producers
Union Limited (KDCMPUL)
Revenue: INR (Indian Rupee) 67.11 billion; $1.33 USD (in 2008-09)
Employees: 735 employees of Marketing Arm. However, real pool
consist of 2.8 million milk producers
Website: www.amul.com
Amul is the Largest Food Brand in India and Worlds Largest
Pouched Milk Brand with an annual turnover of US $1050 million
(2006-07).
 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 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 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.
 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 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 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 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, 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.
PLANTS
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.
Third plant is at Kanjari, which produces cattelfeed.

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

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.
PRODUCTS
Bread Spreads:
AMUL BUTTER
Utterly butterly delicious

DELICIOUS TABLE MARGARINE

The delicious way to eat healthy

AMUL LITE
Low Fat, Low Cholestrol Bread Spread

Milk Drinks:
AMUL KOOL MILK SHAAKE

AMUL KOOL

AMUL KOOL KOKO

A delight to Chocolate Lovers.
Delicious Chocolate taste
AMUL KOOL CHOCOLATE MILK

AMUL KOOL CAF

NUTRAMAL ENERGY DRINK

A drink for Kids - provides energy to
suit the needs of growing Kids

AMUL KOOL FLAVOURED BOTTLED MILK

AMUL MASTI SPICED BUTTERMILK

Amul introduces the Best Thirst Quenching Drink

AMUL KOOL THANDAI

AMUL LASSEE

AMUL KOOL FLAVOURED TETRA PACK

Powder Milk:
AMUL SPRAY INFANT MILK FOOD
Still, Mother's Milk is Best for your baby

AMUL INSTANT FULL CREAM MILK POWDER

A dairy in your home

SAGAR SKIMMED MILK POWDER

Which is especially useful for diet preparations or
for use by people on low calorie and high protein diet.

AMULYA DAIRY WHITENER

The Richest, Purest Dairy Whitener

SAGAR TEA COFFEE WHITENER

Fresh Milk:
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.
AMUL GOLD MILK

AMUL TAAZA DOUBLE TONED MILK

AMUL LITE SLIM AND TRIM

AMUL FRESH CREAM

AMUL SHAKTI TONED MILK

AMUL CALCI+

AMUL BUTTERMILK

Cheese:
AMUL PASTEEURISED PROCESSED CHEESE
100% Vegetarian Cheese made from microbial rennet

AMUL CHEESE SPREADS

Tasty Cheese Spreads in 3 great flavours.

AMUL PIZZA MOZZARELLA CHEESE

Pizza cheese...makes great tasting pizzas!

AMUL EMMENTAL CHEESE

The Great Swiss Cheese from Amul,
has a sweet-dry flavour and hazelnut aroma
GOUDA CHEESE

For Cooking:
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.

COOKING BUTTER

UTTERLY DELICIOUS PIZZA

MAST DAHI
AMUL MALAI PANEER
Ready to cook paneer to make your
favourite recipes!

MITHAI MATE
Sweetened Condensed Milk - Free
flowing and smooth texture. White to
creamy color with a pleasant taste.

PRO-BIOTIC DAHI

Desserts:
AMUL ICE CREAMS
Premium Ice Cream made in various varieties
and flavours with dry fruits and nuts.

AMUL MITHAEE GULAB JAMUN

Pure Khoya Gulab Jamums...best served
piping hot.

AMUL BASUNDI
 AMUL SHRIKHAND
A delicious treat, anytime.

AMUL CHOCOLATES
The perfect gift for someone you love.

Health Drink:
NUTRAMUL
Malted 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.
 MARKETING RESEARCH
Marketing research plays an important role in the process of marketing.
Starting with market component of the total marketing talks. It helps the firm to
acquire a better understanding of the consumers, the competition and the marketing
environment.

DEFINITION
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

MAIN STEPS INVOLVED IN MARKETING

RESEARCH
Defining the Marketing Problem to be tackled and identifying the market
research problem involved in the task.

(1) Define the problem and its objectives.

(2) Identify the problem.
(3) Determine the information needed.
(4) Determine the sources of information.
(5) Decide research methods.
(6) Tabulate, Analyze and interpret the data.
(7) Prepare research report.
(8) Follow-up the study.

(1) Define the problem and its objectives :- This includes an

effective job in planning and designing a research project that will
provide the needed information. It also includes the establishment of a
general framework of major marketing elements such as the industry
elements, competitive elements, marketing elements and company
elements.

(2) Identify the problem :- Identifying the problem involves getting

acquainted with the company, its business, its products and market
environment, advertising by means of library consultation and extensive
interviewing of companys officials.

(3) Determining the specific Information needed :- In general the

producer, the manufacturer, the wholesaler and the retailer try to find out
four things namely :-
(1) What to sell
(2) When to sell
(3) Where to sell
(4) How to sell
 (4) Determine the sources of information :-
(a) Primary Data :- Primary datas are those which are
gathered specially for the project at hand, directly e.g.
through questionnaires & interviews. Primary data sources
include company salesman, middleman, consumers,
buyers, trade associations executives & other businessman
& even competitors.

(b) Secondary Data :- These are generally published sources,

which have been collected originally for some other
purpose. Source are internal company records, government
publication, reports & publication, reports & journals,
trade, professional and business associations publications
& reports.

(4) Decide Research methods for collecting data :- If it is found that

the secondary data cannot be of much use, collection of primary data
become necessary. Three widely used methods of
gathering primary data are

A) Survey

B) Observation

C) Experimentation

A) Survey Method :- In this method, information gathered directly from

individual respondents, either through personal interviews or through mail
questionnaires or telephone interviews.
 B) Observation Method :- The research data are gathered through
observing and recording their actions in a marketing situation. This technique is
highly accurate. It is rather an expensive technique.

C) Experimental Method :- This method involves carrying out a small

scale trial solution to a problem, while at the same time, attempting to control all
factors relevant to the problem. The main assumption here is that the test
conditions are essentially the same as those that will be encountered later when
conclusions derived from the experiment are applied to a broader marketing area.

D) The Panel Research :- In this technique the same group of

respondents is contacted for more then one occasion; and the information obtained
to find out if there has been any in their taste demand or they want any special
quality, color, size, packing in the product.

Preparation of questionnaire

Presetting of questionnaire

Planning of the sample

(5) Tabulate, Analysis and Interpret the Data :-

The report must give/contain the following information:-

1) The title of research

2) The name of the organization for which it has been conducted
3) The objectives of research
4) The methodology used
5) Organization and the planning of the report
 6) A table of contents along with charts and diagrams used in the reports
7) The main report containing the findings
8) Conclusion arrived at end recommendations suggested
9) Appendices (containing questionnaire / forms used sample design,
instructions.)

(6) Follow-up the study :- The researchers, in the last stage, should follow up
this study to find if his recommendation are being implemented and if not, why.

RESEARCH DESIGN

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--vis other Brands.
To know the consumer psyche and their behaviour towards AMUL milk.

2. 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.

3. INFORMATION REQUIREMENT
First, I 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 I 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
SNF 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.
4. 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.
5. 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 project consists of:-

Multiple Choice Questions

Open End Questions

Dicthomus
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.
6. 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.

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 METHODS

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
sampling and convenience sampling. The whole city was divided into some
geographical areas and I have chosen Sanganer and Jagatpura.The total sample
size was 150.

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. I visited bus stands, milk parlours, gardens, etc.
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 milk 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 : Sanganer and Jagatpura of Jaipur District.

7. Timing of survey : 7:00 am to 11:30 am

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 there willingness to

purchase milk.

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.

I visited as many respondents as I 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 I visited to Garden, Parks, Milk

Parlours, Superstores, Retailers and 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.
 QUESTIONNAIRE FOR RETAILER
1. Which brand of milk is more demanded to you?

RESPONDENT PERCENTAGE
AMUL 12
SARAS 84
LOTUS 2
RELIANCE 1
OTHER 1

INTERPRETATION
It is clearly shown from the data collected that most of the population use to
consume the milk that is processed locally and that is of their own state
cooperative. It is clearly shown that saras milk is more in demand followed by
amul milk and other brands.
 2. What is the reason of purchasing branded milk?

RESPONDENT PERCENTAGE

GOOD QUALITY 74%

GOOD TASTE 16%

REASONABLE PRICE 6%

OTHER REASON 4%

INTERPRETATION
It is concluded from the above data that people consumes branded milk
because of good quality that is about 74% followed by good taste i.e. 16% and
reasonable price 6%.
 3. Which promotional offers attract you most?

RESPONDENT PERCENTAGE

FREE GIFTS 12%

MORE PROFIT MARGIN 84%

ANY OTHER 4%

INTERPRETATION

To sell out the product there are many promotions activity conducted by the
company to face the competition the offer give by the company are like free gift,
price offer, or any other scheme. In this 12% are giving the free gift offer (scratch
the card scheme), 84% are directly giving the price offer, and 4% giving the any
other kind of scheme.
 4. What is the market share of leading brands in milk?

RESPONDENT PERCENTAGE
AMUL 12%
SARAS 78%
LOTUS 5%
RELIANCE 3%
OTHER 2%

INTERPRETATION
The data collected shows that at present the market share of saras milk is
more with about 78 % and this is followed by amul milk with 12 % and the other
brands lotus and reliance contribute 5 % and 3 % respectively.
 5. Perception of Retailers regarding Adulteration, Powder in milk, Fat
and SNF?

RESPONDENT PERCENTAGE
AWARE 24 %
UNAWARE 76 %

INTERPRETATION
It is shown from the data collected that a great amount of retailers are
unaware about the adulteration, powder in milk, fat and SNF percentage and just
selling the milk in order to make profit and just serving the demands of consumers.
 6. Penetration of Amul Milk in market is about..

RESPONDENT PERCENTAGE
10-20% 76 %
20-30% 14 %
30-40% 6%
ABOVE 40% 4%

INTERPRETATION
It is clearly shown from the response of Retailers that much of these people
that is about 76 % think that Amul Milk is between 10-20 % deep penetrated into
the dairy market and 14% think that Amul is about 20-30% in market.
 7. What problem you are mostly facing with pouched milk brands?

RESPONDENT PERCENTAGE

LEAKAGE 52 %

BILLING 28 %

DELAYED DELIVERY 14 %

OTHER PROBLEM 6%

INTERPRETATION
It is shown from the data that most of the Retailers faces the problem of
Leakage in milk pouches that is about 52 % followed by the problem of billing
28%, Delayed Delivery 14% and other problems 6%. These problem arouses due
to improper packaging, improper handling and auditing problems etc.
 8. As Amul is able to serve you without taking any security deposit from
you and availing you the products directly, so would you like to avail
Amul milk in your shops?

RESPONDENT PERCENTAGE

Yes 16 %

No 84 %

INTERPRETATION
It is clearly shown from the data that most of the people are not ready to
keep Amul Milk because of the less demand from the people and due to the lack of
awareness about natural milk and brand image of Amul.
 9. Why you didnt like to have Amul milk in your shops?

RESPONDENT PERCENTAGE

NO CONSUMER DEMAND 46 %

LACK OF AWARENESS AMONG

40 %
PEOPLE ABOUT AMUL MILK

STRICT NO 8%

PAST BAD EXPERIENCE 6%

INTERPRETATION
Most of the Retailers are not ready to take Amul Milk because there is no
demand and lack of awareness among people about Amul. But some are just
sticking to the word No and some have some bad experience in their past so they
are not ready to take risk again.
 10. What is your overall opinion about Amul products

RESPONDENT PERCENTAGE

VERY GOOD 18 %

GOOD 48 %

NEITHER BAD NOR GOOD 26 %

BAD 8%

VERY BAD 0%

INTERPRETATION
It is clearly visible from the data collected and chart that most of the people
have their opinion about Amul is Good that is about 48% and 26 % people have
their opinion as neither good nor bad and 18% have their opinion as Very Good.
 Questionnaire for Consumer

1. Which class of people has been surveyed?

RESPONDANTS PERCENTAGE

EMPLOYED 50 33%

SELF-EMPLOYED 80 53%

INTERPRETATION
As the above data shown, it clearly states that the people surveyed are 33%
employed , 53 % are self employed and remaining 4 % are neither employed or
self employed. The people are surveyed to serve a specific purpose. The data
colleceted is primary data.
 2. What kind of milk you mostly like to prefer?

RESPONDANTS PERCENTAGE

BRANDED 130 87%

NON- BRANDED 20 13%

INTERPRETATION

From the above data it is clearly conclude that the most of the population is
interested to purchase and consume branded milk that is about 87 % and least of
the population is consuming the unbranded milk.
 3. Who consumes the milk in your family?

RESPONDANTS PERCENTAGE
CHILDREN 32 21 %
TEENAGER 37 25 %
YOUNG 67 45 %
OLD 14 9%

INTERPRETATION

From the stated data, it is shown that most of the population who consumes
the milk is youngsters in the form of milk, tea or other form of milk. And next to
youngsters is the population of teenagers followed by children and old people.
 4. Which brand of milk you like to purchase?

RESPONDANTS PERCENTAGE
AMUL 24 16 %
SARAS 108 72 %
LOTUS 9 6%
RELIANCE 6 4%
OTHER 3 2%

INTERPRETATION

The above data shown clearly states that most of the local populations
prefers to purchase the saras milk followed by Amul, Lotus, Reliance and other
brands.
 5. Are you aware about the adulteration in milk?

RESPONDANTS PERCENTAGE

YES 62 41 %

NO 88 59 %

INTERPRETATION

From the collected data, it is clearly concluded that most of the population is
unaware about the adulteration in milk and less population about 41 % is aware
about the adulteration.
 6. You mostly prefer to buy Saras over Amul because of ?
RESPONDANT PERCENTAGE

EASY AVAILABILITY 42 28 %

BETTER TASTE 6 4%

BETTER QUALITY 18 12 %

PRICE 24 16 %

STICKING TO
TRADITIONAL 60 40 %
THINKING

INTERPRETATION

It is shown from the collected data that most of the population i.e. 40%
prefers to purchase saras beacause of the their stickiness to traditional thinking as
they thought that saras is their own state brand and fresg as it is processed in the
state and amul comes from gujarat, some thought amul is a private and saras is
governement brand.
 7. Are you aware about the quality and brand image of Amul?

RESPONDANT PERCENTAGE

YES 96 64 %

NO 54 36 %

INTERPRETATION

From the collected data it is clearly visible that most of the

population is aware about the brand image of Amul but still they are not
consuming it a lot.
 8. Are you aware that Amul milk is the only natural milk with no powder?

RESPONDANT PERCENTAGE

AWARE 84 56 %

UNAWARE 66 44 %

INTERPRETATION

It is clearly seen from the data collected that most of the population
is aware but still a considerable amount of population is unaware about
the powder in milk or we can say, dont know the real meaning of
natural milk.
 9. Do you know the difference between tonned, double tonned and full
creamed milk?

RESPONDANT PERCENTAGE

YES 38 25 %

NO 112 75 %

INTERPRETATION

It can be clearly concluded that a great amount of population is unaware and

dont know the difference between tonned. Double tonned and full creamed milk.
They only differ the milk on th basis of their packing pouches colour.
 10. Can you recall the advertisement of Amul on national and satellite
channels?

RESPONDANT PERCENTAGE

YES 48 32 %

NO 102 68 %

INTERPRETATION

It is clearly shown from the collected data that much of the population is
neither able to recall the Amul advertisement on national and satellite channels due
to lack of frequency of advertisnement or giving advertisements at the
inappropriate time when very less population watches the television.
 11. Which media of advertisement influence your purchase?

RESPONDANT PERCENTAGE

TELEVISION 79 53 %

NEWSPAPER 35 23 %

HOARDINGS 24 16 %

DISPLAYS 8 5%

BROCHURES 4 3%

INTERPRETATION

The data collected interprets that much of the populatis is influenced by the
advertisements that are shown at different channels of television as it is the only
media which can influence both literate and illiterate people. The rest other media
can only influence the person who is able to write and read that is literate persons.
 12. Which of these factors affects your purchase?

RESPONDANT PERCENTAGE

ATTRACTIVE
22 15 %
DISPLAYS
ADVERTISEMENTS 78 52 %
BRAND
38 25 %
AMBASSADOR

DOCTORS ADVICE 12 8%

INTERPRETATION

It is clearly shown from the data collected that much of the purchase is
influenced by advertisements followed by any brand ambassador. The audio-visual
media influenced this greatly.
 13. What factors effects you in Amul advertisement?

RESPONDANT PERCENTAGE

BRAND
68 45 %
AMBASSADOR

JINGLES 26 17 %
MUSIC 18 12 %
COMEDY 22 15 %

OTHER 16 11 %

INTERPRETATION

It is clearly visible from the collected data that most of the population is
affected by the brand ambassador in advertisements followed by jingles, comedy
and music in that advertisements.
 14. How much importance do you give to the following factors when you
purchase a milk ?

Very Imp. Important Normal Least Imp.

Taste/ Flavour 86 32 22 10

Price 14 106 18 12

Packaging 92 32 20 6

Quantity 78 32 26 14

INTERPRETATION
It is clearly shown from the data I found that the basic concentration of the
consumer is on taste 88% says that they purchase if they like the taste of the
product. 96% says if normal price would be there a taste is good than price dose
not matter. 78% of the consumer says that if they are getting best quality product at
nominal price than the packaging is least important. 78% says that they are mainly
seeing the quality of the product if the product is qualitative than they are ready to
pay any price for that product.
15. If your preferred brand is not available for repeat purchases then what
will You do?
RESPONDANTS PERCENTAGE
POSTPONE YOUR
18 12 %
PURCHASE
SWITCH TO OTHER
60 40 %
BRAND
GO TO OTHER SHOP
FOR PURCHASING 72 48 %
OUR BRAND

INTERPRETATION
Every person is having their own taste & preferences. Some consumer are
compromising with their taste and preferences and some are not according to the
survey 11% of the consumer are postponing the purchase of the product, 40 % of
the consumer are switch over to any other product, & 49 % will search the product
at any other place they dont compromise for the same.
 FINDINGS

CONSUMER RESEARCH:
Consumer research deals with consumer and their problems and solution to the
problems. In this we came to know about the consumers need and expectation
levels regarding products and ascertainable levels of consumer satisfaction.

PRODUCT RESEARCH:
Under product research I came to know about the modification which consumers
wants as to the quality, packing, shape, color, and quantity etc. of their favorite
chocolate.

PRICING RESEARCH:
This includes ability to consume, to pay for the product, how much a person can
spend on his/her favorite chocolate. In this I have tried to find out consumers price
expectations and reactions.

ADVERTISING RESEARCH:
Under this I have concluded that whether the advertisement appeals the consumers
or not. This also includes evaluating and selecting the proper media-mix and
measuring advertising effectiveness.

From the one and half month experience of our research project
COMPARATIVE STUDY OF AMUL DAIRY PRODUCT WITH OTHER
DAIRY PRODUCT IN JAIPUR We have come to know lot of things and it
has enhanced our knowledge to great extent. We found many things which are well
executed by distributors. Here are some of the key findings given by us are purely
based on our research. It doesnt have any kind of bias from our side.

They are given as under:

MY FINDINGS
During the survey it was found that still there are 40% people who
have no interest in Amul Products.
Lack of Awareness in Consumers and Retailers. Many people are
not know about Amul Products specially children and teenagers.
As I found that the main competition of Amul is with Saras as
most of the population is bound or more interested to consume
their own state brand
When I interviewed people then many of the people cannot recall
Amul advertisement. It shows Lack of Advertisement or
advertisement is not timely given or advertisement is not given
on right time.
In its advertisement is not using any brand ambassador which
attracts all age group people.
 RECOMMENDATIONS & SUGGESTIONS
In order to maintain and increase the sales in the city of Jaipur, the
following recommendations regarding Amul Products; particularly regarding
advertisement, distribution, promotional policies, etc, are hereby suggested:

First and foremost Amul should take proper action in order to improve
service, because a No.1 Brand of India and Top brand of Asia, it deserves
to capture more market and should be more penetrating in market for its all
products.

Company should use brand ambassador which attracts each age segment
i.e. Salman Khan, John Abhraham, Aishwarya Rai, Katrina kaif, Sachin
Tendulkar etc.

Amul should give some scratch coupons, gifts or any free scheme to
attract customers and Retailers in market.

Distributors should employee a person to deliver milk to customers home

on placing orders like Dominos Pizza.

Amul should give local advertisements apart from the advertisements given
at the national level. Local advertisement must mention the exclusive Amul
shops and Distributors of the city.

Though Amul advertisements are rarely shown on television yet many

people cant recall it as per the data of research. It shows that there is only
need to give advertisement only to rememorize customers. Because Amul is
very strong brand name.
 LIMITATIONS & PROBLEMS

Limited time available for interviewing the respondents. As a result of

this it was not possible to gather full information about the respondents.
When I interviewed children and teenagers, sometimes they use to give
answers under the influence of their parents or elders.
As summer training is going under summer season so sometimes people
are less interested in filling up questionnaire.
Non-cooperative approach, rude behavior of the respondents and sticking
to their old custom made approach.
If the respondents answer does not falls between amongst the options
given then it will turn up to be a biased answer.
 CONCLUSION
As we know that Amul is big cooperative of India and well known for its
super brand image not only in India but also in Asia and market leader in Dairy
products. It is a cooperative from Anand, Gujarat and has a well known and
prestigious image in whole India. As Amul can flourish in any part of India if it
rectify some of its mistakes in advertising , marketing and auditing then it can
make a boom in whole India. Amul is not only a well known brand in milk
products but also a well known brand in ice creams and chocolates capturing a
considerable amount of market share in each sector.

The survey resulted into following conclusions :

Amul must come up with new promotional activities to increase sales.

Quality is the dominating aspect which influences consumer to purchase

Amul product, but prompt availability of other milk brands and
aggressive promotional activities by others influences the consumer
towards them and also leads to increase sales.
Amul should aware the customer about its image and quality so that this
may lead to increase in demand and further sales.
Amul should use a brand ambassador and should make frequent
advertisements to capture the mind of customers and consumers.
 REFERENCES

WEB SITES:
- www.nddb.org
- www.amul.com
- www.scribd.com
- www.google.com
- www.marketresearch.com
- www.dairy.com
- www.managementparadise.com

BOOKS:
- Marketing Management -Philip Kotler
- Research Methodology -C. R. Kothari
 QUESTIONNAIRE FOR RETAILER
(Please tick the appropriate response)

1. Which brand of milk is more demanded to you?

Amul
Saras
Lotus
Reliance
Other

2. What is the reason of purchasing branded milk?

Good quality
Good taste
Reasonable price
Other reason

3. Which promotional offers attract you most?

Free gifts
More profit margin
Any other

4. What is the market share of leading brands in milk?

Amul
Saras
Lotus
Reliance
Other

5. Penetration of Amul Milk in market is about

10-20%
20-30%
30-40%
Above 40%
 6. Perception of Retailers regarding Adulteration, Powder in milk, Fat and
SNF?
Aware
Unaware

7. What problem you are mostly facing with pouched milk brands?
Leakage
Billing
Delayed delivery
Other

8. As Amul is able to serve you without taking any security deposit from you
and availing you the produts directly, so would you like to avail Amul milk
in your shops ?
Yes
No

9. Why you didnt like to have Amul milk in your shops?

No consumer demand
Lack of awareness among people about Amul milk
Strict NO
Past bad experience

10. What is your overall opinion about Amul products

Very Good
Good
Neither bad nor good
Bad
Very Bad

Name ________________________
Place ________________________
..THANK YOU..
 QUESTIONNAIRE FOR CONSUMER
(Please tick the appropriate response)

1. Which class of people has been surveyed?

Employed
Self-employed

2. What kind of milk you mostly like to prefer?

Branded
Non-Branded

3. Who consumes the milk in your family?

Children
Teenager
Young
Old

4. Which brand of milk you like to purchase?

Amul
Saras
Lotus
Reliance

5. Are you aware about the adulteration in milk?

Yes
No
6. You mostly prefer to buy Saras over Amul because of ?
Easy availability
Better taste
Better quality
Price
Sticking to traditional thinking

7. Are you aware about the quality and brand image of Amul?
Yes
No

8. Are you aware that Amul milk is the only natural milk with no powder?
Yes
No

9. Do you know the difference between tonned, double tonned and full
creamed milk?
Yes
No

10. Can you recall the advertisement of Amul on national and satellite channels?
Yes
No
11. Which media of advertisement influence your purchase?
Television
Newspaper
Hoardings
Display
Brochures

12. Which of these factors affects your purchase?

Ingredients
Attractive Displays
Advertisements
Brand ambassador
Doctors Advice

13. What factors effects you in Amul advertisement?

Brand ambassador
Jingles
Music
Comedy
Other

14. If your preferred brand is not available for repeat purchases then what will

You do?
Postpone your purchase
Switch to other brand
Go to other shop for purchasing our brand
 15. How much importance do you give to the following factors when you
purchase a milk ? (Tick in the desired column)
Very Imp. Important Normal Least Imp.
Taste/ Flavour

Price

Packaging

Quantity

Name _____________________________

Place _____________________________

..........................Thank You.........................