abhishek gupta prashant

8/7/2019 abhishek gupta prashant

1/62

1


2/62

A SUMMER TRAINING REPORTON

AMUL KOOL FLAVOR MILK

STUDY CONSUMER BEHAVIOR & TRADE RESPONSE FOR

AMUL KOOL FLAVOR MILK

SUBMITTED

TO

Shree D. T. RAVAL

MANAGER

AHMEDABAD DEPOT.

GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION LTD.

AHMEDABAD

UNDER THE GUIDANCE OF

PROJECT GUIDE

Dr. B.K. OZA &

Dr. H. D. VYAS

SUBMITTED BY

Abhishek Gupta

INSTITUTE OF BUSINESS MANAGEMENT

PURVANCHAL UNIVERSITY

JAUNPUR.

2


3/62

PREFACE

The MBA programme is well structured and integrated course of business studies. The main

objective of practical training at MBA level is to develop skill in student by supplement to the

theoretical study of business management in general. Industrial training helps to gain real life

knowledge about the industrial environment and business practices. The MBA programme provides

student with a fundamental knowledge of business and organizational functions and activities as well

as an exposure to strategic thinking of management.

In every professional course, training is an important factor. Professors give us theoretical

knowledge of various subjects in the college but we are practically exposed of such subjects when we

get the training in the organization. It is only the training through which I come to know that what an

industry is and how it works. I can learn about various departmental operations being performed in

the industry, which would, in return, help me in the future when I will enter the practical field.

Training is an integral part of MBA and each and every student has to undergo the training for

2 months in a company and then prepare a project report on the same after the completion of training.

During this whole training I got lot of experience and came to know about the management

practices in real that how it differs from those of theoretical knowledge and the practically in the real

life.

In todays globalize world, where cutthroat competition is prevailing in the market, theoretical

knowledge is not sufficient. Beside this one need to have practical knowledge, which would help an

individual in his/her carrier activities and it is true that Experience is the best teacher.

3


4/62


5/62

TRAINING REPORT CONTENTS

SECTION A

THE TRAINING REPORT PROFILE

1. Report Background

2. G.C.M.M.F.: An Overview

3. List of products marketed by G.C.M.M.F.

4. Competitive situation.

SECTION B

THE TRAINING REPORT SUMMARY/RESEARCH METHODOLOGY

1. Research Objectives

2. Research Design

3. Research Duration

4. Sampling Design

5. Size of Sample

6. Data Collection Method

7. Sampling Unit

SECTION C1. Sample Profile for Trade Response.

2. Sample Profile for Consumer Behavior.

3. Questionnaire for Trade Response.

4. Questionnaire for Consumer Behavior.

5. Data analysis & interpretation of Trade Response.

6. Data analysis & interpretation of Consumer Behavior.

7. Market Potential of the product.

8. Findings & conclusion.

9. Suggestions.

10. Limitations.

BIBLIOGRAPHY

5


6/62

SECTION A

THE PROJECT PROFILE

1. Project Background & introduction

2. G.C.M.M.F.: An Overview

3. List of products marketed by G.C.M.M.F.

4. Competitive situation.

6


7/62

PROJECT BACKGROUND AND INTRODUCTION

In the year 1946, the first milk union was established. This union was started with 250 litres

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 from the Sanskrit word

AMULYA. 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, Amul spray, Amul Cheese, Amul Munch Times, Amul Shrikhand, Amul Ice Cream, Nuramul,

Amul Milk, Amul Milk Drinks and Amulya have made Amul a leading food brand in India. 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 moldel for dairy development.

7


8/62

G.C.M.M.F.: 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.

Members: 13 district cooperative milk producers'

Union

No. of Producer Members: 2.6 million

No. of Village Societies: 12,792

Total Milk handling capacity: 10.16 million litres per day

Milk collection (Total - 2006-07): 2.38 billion litres

Milk collection (Daily Average 2006-

07):

6.5 million litres

Milk Drying Capacity: 594 Mts. per day

Cattlefeed manufacturing Capacity: 2640 Mts per day

Sales TurnoverRs

(million)US $ (in million)

1994-95 11140 355

1995-96 13790 4001996-97 15540 450

1997-98 18840 455

1998-99 22192 493

1999-00 22185 493

2000-01 22588 500

2001-02 23365 500

2002-03 27457 575

2003-04 28941 616

2004-05 29225 672

8


9/62

LIST OF PRODUCTS MARKETED BY G.C.M.M.F.

Breadspreads:

Amul Butter

Amul Lite Low Fat Breadspread

Amul Cooking Butter

Cheese Range:

Amul Pasteurized Processed Cheddar Cheese

Amul Processed Cheese Spread

Amul Pizza (Mozarella) Cheese

Amul Shredded Pizza Cheese

Amul Emmental Cheese Amul Gouda Cheese

Amul Malai Paneer (cottage cheese)

Utterly Delicious Pizza

Mithaee Range (Ethnic sweets):

Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom)

Amul Amrakhand

Amul Mithaee Gulabjamuns

Amul Mithaee Gulabjamun Mix

Amul Mithaee Kulfi Mix Avsar Ladoos

UHT Milk Range:

Amul Shakti 3% fat Milk

Amul Taaza 1.5% fat Milk

Amul Gold 4.5% fat Milk

Amul Lite Slim-n-Trim Milk 0% fat milk

Amul Shakti Toned Milk

Amul Fresh Cream

Amul Snowcap Softy Mix

Pure Ghee:

Amul Pure Ghee

Sagar Pure Ghee

Amul Cow Ghee

Infant Milk Range

9
http://www.amul.com/bread-butter.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-gouda.htmlhttp://www.amul.com/desserts-shrikhand-.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-jamunmix.htmlhttp://www.amul.com/desserts-kulfi.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-gouda.htmlhttp://www.amul.com/desserts-shrikhand-.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-jamunmix.htmlhttp://www.amul.com/desserts-kulfi.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cooking-sagar.html


10/62

Amul Infant Milk Formula 1 (0-6 months)

Amul Infant Milk Formula 2 ( 6 months above)

Amulspray Infant Milk Food

Milk Powders:

Amul Full Cream Milk Powder

Amulya Dairy Whitener

Sagar Skimmed Milk Powder

Sagar Tea and Coffee Whitener

Sweetened Condensed Milk:

Amul Mithaimate Sweetened Condensed Milk

Fresh Milk:

Amul Taaza Toned Milk 3% fat

Amul Gold Full Cream Milk 6% fat

Amul Shakti Standardised Milk 4.5% fat

Amul Slim & Trim Double Toned Milk 1.5% fat

Amul Saathi Skimmed Milk 0% fat

Amul Cow Milk

Curd Products:

Yogi Sweetened Flavoured Dahi (Dessert)

Amul Masti Dahi (fresh curd) Amul Masti Spiced Butter Milk Amul Lassee

Amul Icecreams:

Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi)

Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted Almond)

Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black

Currant, Santra Mantra, Fresh Pineapple) Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae)

Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite,

Cassatta)

Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic)

Chocolate & Confectionery:

10
http://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/icecream/royal.htmlhttp://www.amul.com/icecream/nutomania.htmlhttp://www.amul.com/icecream/nature.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/icecream/royal.htmlhttp://www.amul.com/icecream/nutomania.htmlhttp://www.amul.com/icecream/nature.html


11/62

Amul Milk Chocolate

Amul Fruit & Nut Chocolate

Brown Beverage:

Nutramul Malted Milk Food

Milk Drink:

Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate)

Amul Kool Cafe

Health Beverage:

Amul Shakti White Milk Food

11
http://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/healthy-nutramul.html


12/62

COMPETITIVE SITUATION

Following are the major competitors in the Milk Drink sector:

Competitors Profile:

1. Amul Kool

2. Amul Kool Flavoured Bottled Milk

3. Amul Kool Thandai

4. Nestle Milk

5. Nestle Slim Milk

6. Rajavadi Mast Milk

7. Gaurav Mast Milk

12


13/62

SECTION B

THE PROJECT EXECUTIVE SUMMARY/RESEARCH METHODOLOGY

1. Research Objectives

2. Research Design

3. Research Duration

4. Sampling Design

5. Size of Sample

6. Data Collection Method

7. Data Analysis Method

8. Area of Survey

9. Sample Unit

13


14/62

RESEARCH OBJECTIVES

1. To estimate the market potential and perception towards Amul Kool Flavor Milk.

2. To find out the frequency of consumption of Amul Kool Flavor Milk.

3. To know the awareness level among the retailers for the Amul Kool Flavor Milk.

4. To do market analysis in order to study the usage pattern and buying behavior of

Amul Kool Flavor Milk.

5. To know the awareness level of the consumers for the Amul Kool Flavor Milk.

6. To find out the causes of not buying the Amul Kool Flavor Milk.

RESEARCH DESIGN

EXPLORATORY RESEARCH DESIGN

RESEARCH DURATION

APPROXIMATELY 6 WEEKS

SAMPLING DESIGN

CONVENIENCE BASIS

SIZE OF SAMPLE

150 RETAIL SHOPS & 100 CONSUMERS

14


15/62

DATA COLLECTION METHOD

1. PRIMARY DATA

Direct Interview through Questionnaire

2. SECONDARY DATA

Websites

DATA ANALYSIS METHOD

GRAPHICAL METHOD

AREA OF SURVEY

BHAVNAGAR CITY

SAMPLING UNIT

RETAIL SHOPS &

CONSUMERS

15


16/62

SECTION C

1. Sample Profile of retailers.

2. Sample Profile of consumers.

3. Questionnaire for retailers.

4. Questionnaire for consumers.

5. Data analysis & interpretation of Trade Response.

6. Data analysis & interpretation of Consumers.

7. Market Potential of the product.

8. Findings & conclusion.

9. Suggestions.

10. Limitations.

16


17/62


18/62

33. Shakti General Store Devubag

34. Shri Ram Lassi Centre Devubag

35. Akshar Cream Parlour Devubag

36. Dessert Parlour Devubag

37. Avani Provision Store Tele. Exchange38. Adarsh Sweet Mart Jamadar Sheri

39. Shreeji Parlour Main Bazaar

40. Mehta Jethalal Undi Vakhar

41. Muni Pendavala Khar Gate

42. Das Pendavala Khar Gate

43. Dharmik Milk Agency Khar Gate

44. Prakeshkumar Mohanlal Nanbha Sheri

45. Krishna Dairy Rupam Chowk46. Shiv Colddrink Business Centre

47. Bharati Provision Store Vege. Market

48. Muralidhar Pan Parlour Bhidbhanjan

49. Hari Om Provision Store Bhavnagar Para

50. Raj Ashapura Milk Parlour Press Quarter

51. Khodiyar Milk Dairy S. T. Workshop

52. Amar Enterprise Fulsor

53. Poonam Pan Parlour Fulsor 54. Tulsi Colddrink Fulsor

55. Ashirvad Pan Parlour Chitra

56. Gayatri General Store Chitra

57. Amul Parlour Chitra

58. Bhagavati Pan Parlour Chitra

59. Vishwas Bakery & Store Desai Nagar

60. Sita General Store Press Quarter

61. Samarth Juice Centre Sar. Nag. Circle

62. Khodiyar Ice Cream Sar. Nag. Circle63. Ashapura Parlour Sar. Nag. Circle

64. Amar Provision Store Sindhu Nagar

65. Jainam Provision Store Rupani Circle

66. Dhanalaxmi Store Rupani Circle

67. Ravi Provision Store Gogha Circle

18


19/62

68. Haridarshan Provision Store Gogha Circle

69. Kamal Store Gogha Circle

70. Amarlal Bakery Gogha Circle

71. Anmol Bakery Gogha Circle

72. Satnam Provision Store Gogha Circle73. Jagadish Provision Store Muni Dairy

74. Mahalaxmi Lassi Centre Ambavadi

75. Tirupati Ice Cream Centre Muni Dairy

76. Khodiyar Dairy Farm Muni Dairy

77. Uttam General Store Muni Dairy

78. Sahin Provision Store Muni Dairy

79. Ratnadeep Provision Store Suvidha Townsh

80. Padmavati Provision Store Suvidha Townsh81. Shivshakti Colddrink Ring Road

82. Vadavali Ice Cream Centre Gogha Jakatnak

83. Chamunda Provision Store Gogha Jakatnak

84. Deepa General Gogha Jakatnak

85. Mukeshkumar Popatlal Store Gogha Jakatnak

86. Ashok Provision Store Ram Mantra Ma

87. Sadguru Pan Store Ram Mantra Ma

88. Prashant Provision Store Ram Mantra Ma89. Shri Sriyajin Provision Store Ram Mantra Ma

90. Shri Laxmi Provision Store Lakhubhai Hall

91. Shri Ramkrishna Dairy Farm Lakhubhai Hall

92. Sitaram Provision Store Lakhubhai Hall

93. Pandya Provision Store Lakhubhai Hall

94. Sitaram General Store Bhagavati Park

95. Jalaram Provision Store Sagavadi

96. Top-3 Juice Parlour Top-3 Cinema

97. Food Zone Top-3 Cinema98. Gayatri Pan House Opp. DSP Offic

99. Himalaya Ice Cream Parlour Divanpara Road

100. Shri Nanak Bakery Navapara Chow

101. Lucky Bakery Store Nagar Pole

102. Sugand Ghar Vora Bazaar

19


20/62


21/62

138. Shraddha Provision Store Sanskar Mandal

139. Shree Ramkrishna General Store Sanskar Mandal

140. Madhur Consumer Store Op.Devumatem.

141. Gopal Bakery Sindhu Nagar

142. Shankar Provision Store Sindhu Nagar143. Ramdev Cold drink Sindhu Nagar

144. Sadguru Provision Store Sindhu Nagar

145. Ramkrishna General Store Sindhu Nagar

146. Dharmendra Provision Store Atabhai Road

147. Yash Consumer Store Atabhai Chowk

148. Rajshakti Parlour Atabhai Chowk

149. King Bakers & General Store Atabhai Chowk

150. Goodluck General Store Opp. Centralsalt

21


22/62

SAMPLE PROFILE OF CONSUMERS

NAME ADDRESS

1. Mr.Amit K. Derara Kalubha Chowk

2. Mr.Abhishek Gupta Waghawadi Road

3. Mr.Nitin Patel Mahavir Palace

4. Mr.Manoj Gohil Nirmal Nagar

5. Mr. Jaydee Rav Mahavir Palace

6. Mr. Jay Patel Hill Drive

7. Mr. Nirav Gajjar Ahmedabad

8. Mr. Tarang Sachaniya Kalvibid

9. Mr. Rajesh Dabhi Vijayraj Nagar

10. Mr. Haradevsinh Gohil Kalvibid

11. Mr. Rajesh Lathiya Kalvibid

12. Mr. Vipul Desai Pirachhalla Sheri13. Mr. Jignesh Gadhi Rajkot

14. Mr. Khodabha Kanani Boratalav

15. Mr. Kishore Kamaliya Sindhunagar

16. Mr. Rajesh Khimanee Sindhunagar

17. Mr. Chirag Desai Sindhunagar

18. Mr. Jitendra Solanki Gayatrinagar

19. Mr. Haribhai Bhatt Kalvibid

20. Mr. Bhavesh Patel Kalubha Chowk

21. Mr. Raju Raychura Kalanala Chowk

22. Mr. Chandresh Jadav Kalvibid

23. Mr. Javerbhai Mavani Fariyadka

24. Mr. Paresh Thakkar Jail Road

25. Mr. Chirag Solanki Bharatnagar

26. Mr. Bhavesh Rathod Gogha Road

27. Mr. Jagdish Rathod Kumbharvada

28. Mr. Nayan Mongia Kanbivad

29. Mr. Bharat Pathak Tulsi Park

30. Mr. Bhavin Lakhani Ayodhyanagar

31. Mr. Dharmendra Pandya Sitaramnagar 32. Mr. Dhiren Pathak Sagwadi

33. Mr. Kuldeepsinh Gohil Ambala-Sihore

34. Mr. Haradevsinh Gohil Tana-Sihore

35. Mr. Nikhilesh Dixit Press Quarter

36. Mr. Jignesh Mehta RLY Stadium Col.

37. Mr. Vishalsinh Gohil Ambala-Sihore

22


23/62

38. Mr. Kalpesh Parekh Subhashnagar

39. Mr. Dhirubhai Kataria Kalvibid

40. Mr. Nirmal Shethwala Shivnagar

41. Mr. Rajanikant Kataria Kalvibid

42. Mr. Viral Viradia Rajkot

43. Mr. Rajiv Viradia Rajkot

44. Mr. Dinesh Vala Kalvibid

45. Mr. Dixit Shethwala Shivnagar

46. Mr. Dhirubhai Wala Bharatnagar

47. Mr. Yogesh Raval Mohannagar-Sids.

48. Mr. Rajesh Patel Shantinagar

49. Mr. Sunil Joshi Kalvibid

50. Mr. K.V. Rana Kalvibid

51. Mr. Kamlesh Patel Hill-Drive

52. Mr. Ramanik Soni Hari-Om Nagar 53. Mr. Himmatlal Harasora Devubag

54. Mr. Bipinsinh Shah Sanosara

55. Mr. Hariprasad Raval Sanosara

56. Mr. Bharat Agheda Budhel

57. Mr. Vikramsinh Raval Sagwadi

58. Mr. Nitin Solanki Kumbharwada

59. Mr. Pradeep Solanki Kumbharwada

60. Mr. Manhar Maru Kumbharwada

61. Mrs. Kailash Vegal Amar Society

62. Mrs. Jaya Beladiya Amar Society

63. Mrs. Champa Limbani Amar Society

64. Miss Shital Chavada Khodal Chowk

65. Mrs. Hansaben Chavada Amar Society

66. Miss Divya Chavda Amar Society

67. Miss Silky Dhameja Sindhunagar

68. Mrs. Kokila Dave Gogha Circle

69. Miss Dhruti Mehta Sanskar Mandal

70. Dr. N. A. Raninga Hill Drive

71. Mrs. Kumud Raval Ram mantra Mandir72. Mrs. Ruksana Panjawani Talaja Road

73. Mrs. Uma Mehta Rubber Factory Circle

74. Mrs. Magna Makwana Kalvibid

75. Miss Asmita Mandaliya Vadva Chora

76. Miss Aarti Patel Vijayrajnagar

77. Miss Dhara Patel Vijayrajnagar

23


24/62

78. Miss Priti Patel Subhashnagar

79. Mrs. Divyaba Jadeja Opp. Central Salt

80. Miss Janki Patel Hill Drive

81. Mrs. Neeta Makwana Hill Drive

82. Mrs. Bhavana Kawa Hill Drive

83. Mrs. Manjula Makwana Ridhi Park

84. Miss Deepti Rathod Gayatrinagar

85. Mrs. Madhuri Solanki Kumbharwada

86. Miss Priyanka Pandya Rubber Factory Circle

87. Mrs. Nandu Solanki Kumbharwada

88. Miss Tejal Jani Kanabivad

89. Mrs. Ila Oza Saradarnagar

90. Mrs. Kailash Vegad Kumbharwada

91. Mrs. Rachana Gohil Sahakarnagar

92. Mrs. Hetal Gohil Sahakarnagar 93. Miss Sunita Budhadev Vijayrajnagar

94. Miss Khanjan Vhara Devarajnagar

95. Miss Bansi Pandya Shivaji Circle

96. Mrs. Bharati Boricha Kumbharwada

97. Mrs. Hansa Makwana Kumbharwada

98. Mrs. Kantu Makwana Kumbharwada

99. Mrs. Ranjan Makwana Kumbharwada

100.Mrs.Nirmala Boricha Kumbharwada

24


25/62

QUESTIONNAIRE FOR RETAILERS

SHOP NAME: AREA:

ADDRESS:

1. Do you keep Amuls products?

(A) Yes [ ] (B) No [ ]

2. Do you know about Amul Kool Flavoured Milk?

(A) Yes [ ] (B) No [ ]

3. How do you come to know about Amul Kool Flavoured Milk?

(A) By distributors [ ] (B) By customers [ ]

(C) By other shopkeepers [ ] (D) Others [ ]

4. Do you keep Amul Kool Flavoured Milk?

(A) Yes [ ] (B) No [ ]

5. Which kind of flavor is the most popular in your shop?

(A) Kesar [ ] (B) Elaichi [ ] (C) Rose [ ] (D) Mango [ ]6. How many bottles do you sell in a month?

(A) 1 to 5 [ ] (B) 6 to 10 [ ] (C) More than 10 [ ]

7. Did you keep Amul Kool Flavoured Milk?

(A) Yes [ ] (B) No [ ]

8. Why do you not keep Amul Kool Flavoured Milk?

(A) As distributors still not approach you. [ ]

(B) Customers do not buy this product. [ ]

(C) You feel that this product will not sale. [ ]

(D) You do not get regular supply/service. [ ]

(E) Other reasons. [ ]

9. Retailers view about why consumers do not buy Amul Kool

Flavoured Milk?

(A) Unawareness about product. [ ]

(B) Does not like taste. [ ]

(C) Higher Price. [ ]

(D) Other reasons. [ ]

10. How much stock do you keep approximately?

(A) 1 to 5 [ ] (B) 6 to 10 [ ] (C) More than 10 [ ]

11. Do you think that the packaging of Amul Kool Flavoured Milk isattractive?

(A) Yes [ ] (B) No [ ]

12. Do you think that logo of Amul is required to increase the sale of

Amul Kool Flavoured Milk?

(A) Yes [ ] (B) No [ ]

25


26/62


27/62

QUESTIONNAIRE FOR CONSUMERS

CONSUMER NAME: AGE:

ADDRESS:

1. Do you know about Flavoured Milk?

(A) Yes [ ] (B) No [ ]

2. Do you know about Amul Kool Flavor Milk?

(A) Yes [ ] (B) No [ ]

3. How did you come to know about Amul Kool Flavoured Milk?

(A) By friends [ ] (B) By relatives [ ]

(C) By shopkeepers [ ] (D) By advertisement (E) Others [ ]

4. By which media of advertisement you knew about Amul Kool Flavored

Milk?

(A) Newspaper [ ] (B) Television [ ] (C) Magazine [ ] (D) Others [ ]

5. Do you buy Amul Kool Flavoured Milk?(A) Yes [ ] (B) No [ ]

6. Why do you buy Amul Kool Flavoured Milk?

(A) Good quality [ ] (B) Good taste [ ] (C) Cheaper than other products [ ]

(D) Branded company [ ] (E) Other reasons [ ]

7. Which flavor do you like most in the Amul Kool Flavoured Milk?

(A) Rose [ ] (B) Mango [ ] (C) Elaichi [ ] (D) Kesar [ ]

8. Why do you not buy Amul Kool Flavoured Milk?

(A) Unawareness [ ] (B) Dont like taste [ ] (C) Higher price [ ]

(D) Other reasons [ ]

9. Did you buy Amul Kool Flavoured Milk?

(A) Yes [ ] (B) No [ ]

10. Which other brands do you buy?

(A) Amul Kool [ ] (B) Amul Kool Thandai [ ]

(C) Amul Kool Chocolate Milk [ ] (D) Other product [ ]

11. Which brand do you like most?

(A) Amul Kool Chocolate Milk [ ] (B) Amul Kool Flavoured Milk [ ]

(C) Amul Kool [ ] (D) Amul Kool Thandai [ ] (E) Other [ ]

THANK YOU

27


28/62


29/62

2. Do you know about Amul Kool Flavoured Milk?

Yes 80.67%

No 19.33%

Out of 150 retailers, 80.67% (121) retailers know about Amul Kool Flavoured

Milk and 19.33% (29) retailers do not know about the product. So the G.C.M.M.F.

needs to go for aggressive marketing strategies to get attention in the market.

29

Awareness of "Amul Kool Flavor Milk"

Yes

NO

80.67%

19.33%


30/62

3. How do you come to know about Amul Kool Flavoured Milk?

By distributors 57.85%

By customers 13.22%

By other shopkeepers 14.05%Others 14.88%

From the entire sample retailers, majority 57.85% (70) retailers were come to

know about the product by distributors, so other modes of communication needs to be

exercised properly for creating more awareness among retailers.

30

Mode of awareness to retailers

Distributor Customers Other shopkeepers Others

57.85%13.22%

14.05%

14.88%


31/62

4. Do you keep Amul Kool Flavoured Milk?

Yes 47.11%

No 52.89%

As it can be seen in the graph that majority of the retailers do not keep Amul

Kool Flavoured Milk. Only 47.11% (57) retailers keep Amul Kool Flavoured Milk.

So the G.C.M.M.F. needs to advertise its product.

31

Do you keep "Amul Kool Flavor Milk"?

47.11%

52.89% Yes

No


32/62


33/62

6. How many bottles do you sale in a month?

1 to 5 66.67%

6 to 10 19.30%

More than 10 14.03%

Bottles sold in a month

66.67%14.03%

19.30%

1 to 5

6 to 10

More than 10

33


34/62

57 retailers keep Amul Kool Flavor Milk, out of them 66.67% (38) retailers cansale the bottles 1 to 5 in a day. 6 to 10 bottles can be sold by 11 retailers in a day.

7. Did you keep Amul Kool Flavor Milk?

Yes 66.94%

No 33.06%

34

Retailers who were kept earlier

66.94%

33.06%

Yes

No


35/62

Out of 121 retailers, 66.94% (81) retailers were keeping and 33.06% (40) retailerswere not keeping Amul Kool Flavor Milk. So the G.C.M.M.F. needs to advertise its

product.

8. Why do you not keep Amul Kool Flavor Milk?

Distributors still not approach you. 3.13%

Customers do not buy this product. 54.69%

Feel that this product will not sale. 6.25%

You do not regular supply. 6.25%

Other reasons. 29.36%

35

Reasons for not keeping the product

6.25%

6.25%

3.13%

29.69%

54.69%

Dist. Not approached youCustomers don't buy

feel that this product will bot sale

dont get teguler supply

other reasons


36/62

Out of 64 retailers, 54.69% (35) retailers do not keep the product due to customerdo not purchase this product. So the G.C.M.M.F. needs to advertise its product.

9. Retailers view about why consumers do not buy Amul Kool Flavor Milk.

Unawareness about the product. 29.97%

Do not like taste. 6.61%

Higher price . 52.07%

Other reasons. 17.36%

36

Perception of Retailers about not

buying the product by consumers

17.36%

29.97%

6.61%

52.07%

Unawareness

about product

Does not liketaste

Higher Price

Other reasons


37/62

As per the retailers view, 52.07% (63) retailers say that due to higher price,

customers do not buy this product.Where as 23.97% (29) retailers say that they are not aware about the product. So

there is need of advertisement.

10. How much stock do you keep approximately?

1 to 5 8.77%

6 to 10 7.02%

More than 10 84.21%

STOCK OF THE GOODS

37

8.77%

7.02%

84.21%

1TO 5

6TO10

More than 10


38/62

Out of 57 retailers, 84.21% (48) retailers keep more than 10 bottles in the stock. Where

as 8.77% (5) retailers keep 1 to 5 bottles in the stock.

11. Do you think that the packaging of Amul Kool Flavor Milk is attractive?

Yes 71.90%

No 28.10%

38

Is packaging of the product is

attractive?

71.90%

28.10%

Yes No


39/62

Out of 121 retailers, 71.90% (87) retailers say that the packaging of the product isattractive.

So the packaging of the Amul Kool Flavor Milk is attractive.

12. Do you think that the logo of Amul is required to increase the sale of the product?

Yes 69.42%

No 30.58%

39

Requirement of "Amul" logo.

30.58%

69.42%

Yes

No


40/62

Out of 121 retailers, majority of the retailers 69.42% (84) retailers say yes and

30.58% (37) retailers say no.So the logo of Amul is required to increase the sale of the product.

13. What are ideas about to increase the sale of the Amul Kool Flavored Milk?

Price should be decreased 68.60%

Change in the taste 9.09%

Improvement in the system 19.01%

Other ideas 3.30%

40

Ideas to increase the sale

9.09%

19.01%

3.30%

68.60%

Price should

be decreasedChange in the

taste

Improvement

in the

promotionOther ideas


41/62

Majority of the retailers 68.60% (83) retailers say that the price should be decreased and

19.01% (23) retailers are in favor of improvement in the promotion strategy.So the G.C.M.M.F. should advertise to increase the sale of the product.

14. Why do people buy Amul Kool Flavor Milk?

Better quality 56.20%

Good taste 23.14%

Hobby 2.48%

Other reasons 18.18%

41

Reasons of buying the product by

customers

Better quality

Good taste

Cheaper thanother products

Hobby

Other reasons56.20%

23.14%

2.48%

18.18%


42/62

56.20% (68) retailers believe that the consumers buy this product because ofbetter quality. 23.14% (28) retailers say about good taste.

So the quality of the product is good.

15. Do you get sufficient stock of the product?

Yes 92.98%

No 7.02%

42

Sufficient stock of the product7.02%

92.98%

Yes

No


43/62


44/62


45/62

Out of 72 retailers, 41.67% (30) retailers say about Amul Kool Flavor Milk.

While the Amul Kool is the 2nd most popular brand.

18. How much profit do you get on other brands?

Less than Amul Kool Flavor Milk 38.46%

Same as Amul Kool Flavor Milk 15.38%

More than Amul Kool Flavor Milk 46.15%

45

Profit margin on other brands

compare to "Amul Kool FlavorMilk"

Less than "Amul Kool Flavor Milk"

Same as "Amul Kool Flavor Milk"

More than "Amul Kool Flavor Milk

38.46%

15.38%

46.15%


46/62

Out of 39 retailers, 46.15% (18) retailers are getting profit more than Amul KoolFlavor Milk while 15.38% (6) retailers are getting same as Amul Kool Flavor Milk.

DATA ANALYSIS & INTERPRETATION OF CONSUMER BEHAVIOR

1. Do you know about Flavor Milk?

Yes 74%

No 26%

Awareness of Flavor Milk

46

74%

26%

Yes

No


47/62

Out of 100 consumers, 74% (74) people know about Flavor Milk and 26% (26)people do not know about Flavor Milk. So the G.C.M.M.F. should advertise for

product to increase the level of the awareness and sales of the product.

2. Do you know about Amul Kool Flavor Milk?

Yes 74%

No 26%

Awareness of Amul Kool Flavor Milk

Awareness

Aa

47

74%

26%

Yes

No


48/62

Out of 100 consumers, 74% people know about Amul Kool Flavor Milk and

26% people dont know about Amul Kool Flavor Milk. So the G.C.M.M.F. should

advertise to increase the level of awareness and sales of the product.

3. How did you come to know about the Amul Kool Flavor Milk?

By friends 13.51%

By relatives 9.46%

By shopkeepers 38.57%

By advertisements 34.29%Others 8.11%

Know about Amul Kool Flavor Milk

48

9.46%34.29%

8.11% 13.51%

38.57%

By friends

By relatives

Byshopkeepers

Byadvertisement

Others


49/62

Out of 74 consumers, 38.57% (27) consumers have come to know about the

product by shopkeepers and 34.29% (24) people have come to know by advertisement.

So the G.C.M.M.F. needs more advertisement to increase the sale of the product.

4. By which media of advertisement you knew about Amul Kool Flavor Milk?

Newspapers 20.83%

Television 45.83%

Magazine 8.33%

Others 25.00%

Media of advertisement

49

20.83%

45.83%

8.33%

25.00%

Newspaper

Television

Magazine

Others


50/62

Out of 24 people who have come to know about this product, from them 45.83%

(11) consumers have known by television and 8.33% (2) consumers have known bymagazine.

So the G.C.M.M.F. should increase the advertisements.

5. Do you buy Amul Kool Flavor Milk?

Yes 77.03%

No 22.97%

Buying of the product

50

77.03%

22.97%

Yes

No


51/62

Out of 74 consumers, 77.03% (57) consumers buy this product and 22.97% (17)

consumers do not buy this product.So the G.C.M.M.F. should launch beneficial strategy for the consumers to

increase the sale of this product.

6. Why do you buy Amul Kool Flavor Milk?

Good quality 36.84%

Good taste 47.37%

Cheaper than other product 1.75%

Branded company 14.04%

Other reasons 0.00%

Reasons of buying the product

51

47.37%

36.84%

0.00%

1.75%

14.04%Good quality

Good taste

Cheaper thanother product

Brandedcompany

Other reasons


52/62

Out of 57 consumers, 36.84% (21) consumers buy because of good quality,47.37% (27) consumers buy because of good taste and 14.04% (8) consumers purchase

because of branded company.

7. Which flavor do you like most in the Amul Kool Flavor Milk?

Rose 19.30%

Mango 8.77%

Elaichi 35.09%

Kesar 36.84%

Flavor like most in the Amul Kool Flavor Milk

52

35.09%

8.77%

19.30%

36.84%

Rose

Mango

Elaichi

Kesar


53/62

Out of 57 consumers, 36.84% (21) consumers like Kesar, 35.09% (20) consumers

like Elaichi, 19.30% (11) consumers like rose and 8.77% (5) consumers like mango.So Kesar is the most popular flavor in Bhavnagar city.

8. Why do you not buy Amul Kool Flavor Milk?

Unawareness 60.47%

Dont like taste 2.32%

Higher price 11.63%

Other reasons 25.58%

Reasons of not buying the product

53

60.47%

2.32%

11.63%

25.58%

Unawareness

Don't like taste

Higher price

Other reasons


54/62

Out of 43 consumers, 60.47% (26) consumers do not buy because of unawareness,25.58% (11) consumers do not buy because of other reasons and 11.63% (5) consumers

do not buy because of higher price.

9. Did you buy Amul Kool Flavor Milk?

Yes 72.97%

No 27.03%

Did you buy Amul Kool Flavor Milk?

54

72.97%

27.03%

Yes

No


55/62


56/62

Out of 57 consumers, 38.60% (22) consumers buy Amul Kool Chocolate Milk,26.32% (15) people buy Amul Kool and 19.30% (11) people do not buy any product

except Amul Kool Flavor Milk.

11. Which brand do you like most?

Amul Kool Chocolate Milk 30.30%

Amul Kool Flavor Milk 45.45%

Amul Kool 15.15%

Amul Kool Thandai 3.03%

Others 6.06%

Brand like most

56

45.45%

30.30%

15.15%

6.06%

3.03% Amul Kool

Chocolate MilkAmul KoolFlavor milk

Amul Kool

Amul KoolThandai

Others


57/62

Out of 66 consumers, 45.45% (30) consumers like Amul Kool Flavor Milk most,

30.30% (20) consumers like Amul Kool Chocolate Milk most and only 3.03% people likeAmul Kool Thandai.

So most of the people like Amul Kool Flavor Milk.

MARKET POTENTIAL OF THE PRODUCT

Bottles sold in a month by 57 retailers.

Approximately Middle Value Retailers Total

1 to 5 3 38 114

6 to 10 8 11 88

More than 10 13 8 104

Total 306

Approximately 306 bottles may be sold in a month.

Total Bottles sold in a year by 57 retailers.

306 * 12 = 3672

Approximately 3672 bottles may be sold in a year.

Total retailers of the Bhavnagar city who keep this product

Out of 150 retailers, only 57 keep this product.So, out of 500, how many keep this product?

500 * 57 = 190

150

Out of 500 retailers of the Bhavnagar city, 190 retailers keep this product.

57


58/62

Total bottles sold in a year by 190 retailers.

3672 * 190 = 6, 97,680

Here the total population is 7, 50, 000 in the city. Out of them, 10% are belong to class A,

18% are belong to class B, 21% are belong to class C, 22% are belong to class D and 29% are belong

to class E. Here we will count only A, B, and C class of the total population that is 49%.

So,

Out of 100, we will select only 49

So, out of 7, 50,000, how many we should select?

7, 50,000 * 49 = 3, 67, 500

100

Out of the total population, we will select 3, 67, 500.

Now in my research work, the sample size of the consumers is 100. In that 74 people are

belonging to A, B, and C class to whom we will select.

Out of these 74 people, 57 are the consumers of this product. Now we will find the total

consumers of this product in the Bhavnagar city.

Total consumers in the city.

Out of 74 people, 57 buy this product

Then out of 3, 67, 500, how many buy this product?

3, 67, 500 * 57 = 2, 83, 074

74

2, 83, 074 people buy this product.

Frequency of the consumers to buy the product.

Here we will divide the total bottles sold in a year with the consumers.

58


59/62

6, 97, 680 = 2.46

2, 83, 074

So we have found that the frequency of the consumers is 2.46 per year. That means every 2

years, the consumer buys 5 bottles.

FINDINGS & CONCLUSION

During the survey, it was found that still there 19.33% retailers are unaware about the Amul

Kool Flavor Milk.

From the survey it was found that only 47.11% retailers keep Amul Kool Flavor Milk.

Because customers do not buy the product according to the retailers.

The price of the product is very high as compare to its quantity of the product.

Kesar is the most popular flavor in the Amul Kool Flavor Milk.

Generally people buy the product because of better quality and brand name.

74% people are aware about this product in Bhavnagar city.

Advertisement should be given to increase the level of awareness and sale of the product.

From the awareness level, more than 77% people buy this product.

From the consumers view, more than 47% people buy this product because of good taste.

The Amul Kool Flavor Milk is the most popular brand and Amul Kool Chocolate Milk is the

2nd most popular brand in the Bhavnagar city.

59


60/62

The total retailers in the Bhavnagar city for the product are 190 and the total bottle sold in a

year is 6, 97, 680.

The total consumers in the city are 2, 83, 074 and after every 2 years, the consumer buys 5

bottles.

SUGGESTIONS

In order to maintain and increase the sales in the city of Bhavnagar, the following

recommendations regarding Amul Kool Flavor Milk; particularly regarding promotional policies is

hereby suggested;

The price of the product is so high. So the price should be decreased to increase the sale

of the product.

The G.C.M.M.F. should advertise for the product to increase the awareness level and sales

of the product.

The G.C.M.M.F. should launch beneficial schemes like 2+1 or 4+1, etc. to increase the

sale of the product.

60


61/62

LIMITATIONS

Limited time available for interviewing the respondents. As a result of this it was not possible

to gather full information about the respondents.

The respondents were not very comfortable while revealing their correct usage pattern, no

cause they may feel that they would be called or visited again and again.

Non-cooperative approach and rude behavior of the respondents.

If the respondents answer does not falls between amongst the options given then it will turn up

to be a biased answer.

61


62/62

BIBLIOGRAPHY

1. Research Methodology by C.R. Kothari

2. www.amul.com

3. www.google .com

abhishek gupta prashant

Documents