Retailer’s and Consumer Behaviour towards AmulIntroduction In this research Researcher have surveyed the product performance and buying behavior of two famous brands of dairy – Amul and Saras, which are consumed by people of all ages. During this research Researcher have interacted with people of “Jaipur”. After this research Researcher came to know how people perceives these products on the variables like price, quality, advertisement, satisfaction, taste, packaging, brand loyalty etc. Researcher also came to know which particular brand of milk is most preferred by people of different age groups. In this research Researcher have surveyed that how frequently and how much dairy products they consume, whether they buy small, or big packs. Trend of ongoing changes in their likings has been shown in the report. In this report Researcher have tried to explain the entire research and facts product wise. Page | 1 Retailer’s and Consumer Behaviour towards Amul Objectives of Research 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. Evaluating the competitor‟s strength and weakness in rural market Retailer‟s expectation from company. 6. 7. Page | 2 Retailer’s and Consumer Behaviour towards Amul Overview of Dairy Co-Operatives Dairy cooperatives account for the major share of processed liquid milk marketed in the country. Milk is processed and marketed by 170 milk producers‟ cooperative unions, which federate into 15 state cooperative milk marketing federations. The dairy board‟s 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 India‟s farmers. Some of the major dairy cooperatives federations include: Andhra Pradesh Dairy Develeopment Cooperative Federation Ltd. (APDDCF) Bihar State Cooperative Milk Producers‟ Federation Ltd. (COMPFED) Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF) Haryana (HDDCF) Himachal Pradesh State Cooperative Milk Producers‟ Federation Ltd. (HPSCMPF) Karnataka Cooperative Milk Producers‟ Federation Ltd. (KMF) Page | 3 Dairy Development Cooperative Federation Ltd. (MILKFED) Rajasthan Cooperative Dairy Federation Ltd. (MPCDF) Maharashtra Rajya Sahakari Maryadit Dugdh Mahasangh (MAHASANGH) Orissa State Cooperative Milk Producers‟federation Ltd. (KCMMF) Madhya Pradesh State Cooperative Dairy Federation Ltd. (RCDF) Tamilnadu Cooperative Milk Producers‟ Federation Ltd. (TCMPF) West Bengal Cooperative Milk Producers‟ Federation Ltd. (WBCMPF) Page | 4 . (UP) (PCDF) Punjab State Cooperative Milk Producers‟ Federation Ltd. (OMFED) Pradeshik Cooperative Dairy Federation Ltd.Retailer’s and Consumer Behaviour towards Amul Kerala State Cooperative Milk Marketing Federation Ltd. Members : 13 district cooperative milk producers' union No. Of producer members : 2. CRISIL. 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.Retailer’s and Consumer Behaviour towards Amul Gujarat Co-Operative Milk Marketing Federation An Overview Gujarat Co-Operative Milk Marketing Federation (GCMMF) is India's largest food products marketing organisation.4 million liters Page | 5 . research. Of village societies : 13.79 million No.22 million liters per day Milk collection (total .05 billion liters Milk collection (daily average 2008-09) : 8. India's leading ratings. risk and policy advisory company.328 Total milk handling capacity : 11. has assigned its highest ratings of "AAA/stable/p1+" to the various bank facilities of GCMMF.2008-09) : 3. Per day Cattlefeed manufacturing capacity : 3500 mts per day Page | 6 .Retailer’s and Consumer Behaviour towards Amul Milk drying capacity : 626 mts. real pool Consist of 2. Kaira District Cooperative Milk Producers‟ Union Limited (KDCMPUL) Revenue : INR 67.8 million milk producers Website : www.amul.33 (in 200809) Employees : 735 employees of marketing arm. Page | 7 . However. $1.com Amul is the largest food brand in India and world‟s largest Pouched milk brand with an annual turnover of us $1050 million (2006-07).Retailer’s and Consumer Behaviour towards Amul Company Profile – Literature Review Type Industry Founded Headquarters Key people : : : : : Co-Operative Dairy 1946 Anand Chairman.11 Billion. Amul shrikhand. Amul cheese. which was a privately owned company and held monopoly over the supply of milk at Bombay from the Kaira District.Retailer’s and Consumer Behaviour towards Amul Introduction and History of Amul In the year 1946 the first milk union was established. of the marketing savvy of a farmers' organization. This union was started with 250 liters of milk per day. That time there was high demand for milk in Bombay. The main supplier of the milk was Polson Dairy Limited. of the genesis of a vast cooperative network. Amul ghee. Amul milk powder. of the triumph of indigenous technology. In the year 1955 Amul was established. This union selected the brand name Amul in 1955. In the early 40‟s. (the total sale is INR 6 billion in 2005). This system leads to exploitation of poor and illiterates‟ farmers by the private traders. Today Amul is a symbol of many things like of the highquality products sold at reasonable prices. Amulspray. The brand name Amul means “Amulya”. And have a proven model for dairy development (generally known as “anand pattern”). This word derived from the sanskrit word “Amulya” which means “priceless”. nutrAmul. In the year 1946 the union was known as Kaira District CoOperative Milk Producers‟ Union. the main sources of earning for the farmers of Kaira District were farming and selling of milk. Amul butter. Amul milk and Amulya have made Amul a leading food brand in India. A quality control expert in anand had suggested the brand name “Amul”. The traders used to beside the prices of milk and the farmers were forced to accept it without uttering a single word. Amul chocolates. Amul products have been in use in millions of homes since 1946. Page | 8 . Amul ice cream. Shri Desai held a meeting at Samarkha village near Anand. These village societies would collect the milk themselves and would decide the prices at which they can sell the milk. on 4th January 1946. the farmers were frustrated. Page | 9 . It was also resolved that the government should be asked to buy milk from the union. The district union was also form to collect the milk from such village co-operative societies and to sell them.Retailer’s and Consumer Behaviour towards Amul However. Sardar Patel advised the farmers to sell the milk on their own by establishing a cooperative union. Sardar patel sent the farmers to Shri Morarji Desai in order to gain his co-operation and help. when the exploitation became intolerable. They collectively appealed to Sardar Vallabhbhai Patel. He advised the farmers to form a society for collection of the milk. instead of supplying milk to private traders. who was a leading activist in the freedom movement. To respond to this action of Govt. For 15 whole days not a single drop of milk was sold to the traders. Mr. he decided to fulfill the farmers demand. the farmers of Kaira District went on a milk strike. But with the growing awareness of the benefits of the cooperativeness. Today Amul collect 11 lakhs liters of Page | 10 . it was commonly resolved to sell the milk under the brand name Amul. Having seemed the condition. the collection of milk increased. without the intervention of government. Thus their cooperative unions were forced at the village and district level to collect and sell milk on a cooperative basis. At the initial stage only 250 liters of milk was collected everyday..Retailer’s and Consumer Behaviour towards Amul However. The milk commissioner of Bombay then visited Anand to assess the situation. 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. As a result the Bombay milk scheme was severely affected. The Kaira District Milk Producers Union was thus established in Anand and was registered formally on 14th December 1946. It gave the negative response by turning down the demand for the milk. the govt. Since farmers sold all the milk in anand through a co-operative union. Did not seem to help farmers by any means. of INR 50 millions for factory to manufacture milk powder and butter was planned. Dr. 1955. With the financial help from UNICEF.Retailer’s and Consumer Behaviour towards Amul milk everyday. which would collect the milk and could chill it. Besides when the milk was to be collected from the far places. Rajendra Prasad. Page | 11 . 1954. today Amul has more than 150 chilling centers in various villages. the prime minister of India declared it open at Amul dairy on November 20. there was a fear of spoiling of milk. the president of India laid the foundation on November 15. Thus. so as to preserve it for a longer period. Milk is collected from almost 1073 societies. To overcome this problem the union thought out to develop the chilling unit at various junctions. Shri Pandit Jawaharlal Nehru. Since milk was a perishable commodity it becomes difficult to preserve milk flora longer period. of New Zealand under the Colombo plan. assistance from the Govt. in the rural sector for the common good and betterment of the member producers and Page | 12 . by prudent use of men. Contrary to the traditional system. 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. Provide a support system to the milk producers without disturbing their agro-economic systems. the following features make it a pattern and model for emulation elsewhere. the system ensured that the profit goes to the participants for their socio-economic upliftment and common good. Bring at the command of the rural milk producers the best of the technology and harness its fruit for betterment. Looking back on the path traversed by Amul. material and machines. when the profit of the business was cornered by the middlemen.Retailer’s and Consumer Behaviour towards Amul People Power: Amul's Secret of Success The system succeeded mainly because it provides an assured market at remunerative prices for producers' milk besides acting as a channel to market the production enhancement package. It also enables the consumer an access to high quality milk and milk products. it does not disturb the agro-system of the farmers. Plough back the profits. What's more. provision of technical inputs to enhance milk yield of animals. it has remained with the smallest producer members. growing with time and on scale. better feeds and the like . processing and marketing of milk. Basically the union and cooperation of people brought Amul into fame i. The union looks after policy formulation.all through the village societies. Page | 13 . the artificial insemination service. veterinary care. a name which suggest the taste of India. of an intervention for rural change.Retailer’s and Consumer Behaviour towards Amul Even though. Amul (Anand Milk Union Limited). In that sense Amul is an example par excellence.e. Page | 14 . Amul ganthia and Amul lite. which engaged in manufacturing chocolate. NutrAmul. which engaged in the manufacturing of milk.Retailer’s and Consumer Behaviour towards Amul Plants First plant is at Anand. ghee. Second plant is at Mogar. milk powder. butter. flavored milk and buttermilk. Retailer’s and Consumer Behaviour towards Amul Third plant is at kanjari. Fourth plant is at khatraj. Page | 15 . which produces cattelfeed. which engaged in producing cheese. twelve dairies are producing different products under the brand name Amul. Page | 16 . Today Amul Dairy is No. 1 dairy in Asia and no. which is matter of proud for Gujarat and whole India. 2 in the world.Retailer’s and Consumer Behaviour towards Amul Today. Amul Lite . A Drink For Kids . Milk Drinks: a. Amul Masti Spiced Buttermilk d.Provides energy to suit the needs of growing kids b. Amul Kool Chocolate Milk e.Retailer’s and Consumer Behaviour towards Amul Products 1. low cholestrol bread spread 2. Nutramal Energy Drink: a. Amul Kool Koko . Amul Butter .Low fat. Amul Kool Café 3. Amul Kool Milk Shaake b.The delicious way to eat healthy c. Amul Introduces The Best Thirst Quenching Drink e. Amul Kool Thandai f. Amul Kool Flavoured Bottled Milk c. Amul Kool Flavoured Tetra Pack Page | 17 . Amul Kool c. Amul Lassee g.Utterly butterly delicious b. Bread Spreads: a.A delight to chocolate lovers delicious chocolate taste d. Delicious Table Margarine . Amul Shakti Toned Milk g. Amulya Dairy Whitener . d.Still. b. Amul Taaza Double Toned Milk d. mother's milk is best for your baby b. Amul Fresh Milk . Amul Pasteeurised Processed Cheese . Amul Instant Full Cream Milk Powder .Which is especially useful for diet preparations or for use by people on low calorie and high protein diet. Amul Gold Milk c. Sagar Tea Coffee Whitener 5.100% vegetarian cheese made from microbial rennet Page | 18 .The richest.This is the most hygienic milk available in the market. Fresh Milk: a. Cheese: a. Amul Fresh Cream f. Pasteurised in the state of the art processing plants and pouch –packed for convenience. Sagar Skimmed Milk Powder .A dairy in your home c. Amul Spray Infant Milk Food . Amul Lite Slim And Trim e. Powder Milk: a.Retailer’s and Consumer Behaviour towards Amul 4. purest dairy whitener e. Amul Buttermilk 6. Amul Calci+ h. Amul Cheese Spreads .. Weetened Condensed Milk – free flowing and smooth texture.Pizza cheese. has a sweet-dry flavour and hazelnut aroma e.Tasty cheese spreads in 3 great flavours.. Gouda Cheese 7.The great swiss cheese from Amul. b.Premium ice cream made in various varieties and flavours with dry fruits and nuts. Amul Pizza Mozzarella Cheese . Amul/Sagar Pure Ghee . Utterly Delicious Pizza d. b. Desserts: a.Retailer’s and Consumer Behaviour towards Amul b.. Amul Malai Paneer . Amul Ice Creams . c. White to creamy color with a pleasant taste. Amul Emmental Cheese .makes great tasting pizzas! d. Mithai Mate g. Page | 19 . Cooking Butter c.Ready to cook paneer to make your favourite recipes! f. For Cooking: a. Mast Dahi e. Amul Mithaee Gulab Jamun Pure khoya gulab jamums. An ethnic product made by dairies with decades of experience..best served piping hot. h.Made from fresh cream. Has typical rich aroma and granular texture. Pro-biotic Dahi 8. A delicious treat. Amul Shakti Health Food Drink . b. Health drink: a.The perfect gift for someone you love. Amul Chocolates . e.Retailer’s and Consumer Behaviour towards Amul c. Page | 20 .Malted milk food made from malt extract has the highest protein content among all the brown beverage powders sold in india.Available in kesar-almond and chocolate flavours. 9. Amul Basundi d. NutrAmul . Amul Shrikhand . anytime. To know the factors which affects consumer‟s buying behaviour To purchase chocolates. To know which advertisement tool is mostly preferred by people. To find the performance of Amul milk vis-à-vis other brands. Seek the general perception of consumer towards Amul milk. Page | 21 . To know the consumer psyche and their behaviour towards Amul milk. To know awareness of people towards Amul milk and other products.Retailer’s and Consumer Behaviour towards Amul Research design Research Problem Increase the awareness level of Amul milk. Research Objectives & Related Sub Objectives To know the relationship of sales with the advertisement. To know the preference of Amul milk with comparison to Other competitive brands. their calorific value.Retailer’s and Consumer Behaviour towards Amul Information Requirement First. Researcher had to know about all the competitors present in the milk segment (reputed and well established brands as well as local brands). the main information needed is the various types of milk available in the market. Before going for the survey Researcher had to know the comparative packs and prices of all the competitors existing in the market. As milk is different product. 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. Page | 22 . fat percentage and fat percentage and various other facts. and their weakness will help the student to select the type best suited to a specific problem. Marketing researches devote a significant portion of their work on exploratory studies when very little is known about the problem being examined. Exploratory Research Exploratory research seeks to discover new relationship. their applicability. Usually conclusive studies assume certain under underlying characteristics of the market or have some precise statement of research questions/hypothesis. 2. Conclusive Research Conclusive studies attempts to determine the frequency with which something occurs or the relationship between two phenomenons. emphasis on discovery of ideas. The two general types of research are: 1. their strengths. it is helpful to classify marketing research on the basis of the fundamental objectives of the research. Consideration of the different types.Retailer’s and Consumer Behaviour towards Amul Choice of Research Design – Alternatives & Choice Despite the difficulty of establishing an entirely satisfactory classification system. Page | 23 . Questionnaire in the research consists of: Multiple Choice Questions Open End Questions Page | 24 . Discussion of particular variations will be more meaningful if these characteristics of the general methods are brought out first. what they think of. however. television commercials. The common factor in all varieties of the questionnaire method is this reliance on verbal responses to question. the natural procedure is to ask them. mails and telephonic interviews. and others by mail.Retailer’s and Consumer Behaviour towards Amul Research instrument used . The questionnaire method in general. Many consumers are now familiar with the telephone caller who greets them with “we are making a survey”. or why they buy particular brands of cars. Each of these has its special advantages and disadvantages and limitations. and then proceeds to ask a series of questions. focus groups. others by telephone. Questionnaire can be used for the personal interviews. Some interviews are conducted in person. has a number of pervasive advantages and disadvantages. written or oral. 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. A questionnaire consists of list of questions to be asked from the respondents and the space provided to record the answer / responses. the questionnaire method has come to be the more widely used of the two data collection method.details & why? If one wants to know what type of dentifrice people use. Thus. It is faster. They introduce the subject and obtain general reaction. These answers are straightforward and respondents have to answer them in a straight way. Page | 25 . time saving and less biased. 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. 3. 2. It also simplifies the tabulating process. Dicthomus: These are the questions which are boolean in nature. That means the answer can only be either „yes” or „no‟. Multiple Choice Questions: Questions of this type offer the respondents an alternative to choose the right answer among others.Retailer’s and Consumer Behaviour towards Amul Dicthomus 1. Sampling methods in which universe elements are chosen in groups rather than individually are called cluster-sampling methods. The sample design used in this research is two state sampling i. it will sometimes be more expedient to select clusters or groups of universe elements. In marketing research practice. They are widely used in the sampling of human populations. rather than to choose sample items individually.e. Nondisguised. The term scaling has been applied to the efforts to measure attitudes objectively.Why? Sample design is a definite plan of obtaining some items from the whole population.Retailer’s and Consumer Behaviour towards Amul Sampling Technique Used & Sample Size . When no complete universe listing exists. Page | 26 . each items in the sample is chosen one at a time from a complete list of universe elements. cluster and convenience. and a number of useful scales have been developed. Structured Techniques The non structured techniques for attitude measurement are primarily of value in exploratory studies. Structured techniques can provide a more objective measurement system. one which is more comparable to a scale or a yardstick. where the researcher is looking for the salient attributes of given products and the important factors surrounding purchase decisions as seen by the consumer. a type of sampling is called area sampling may be the only practically feasible form of probability sampling. In the probability sampling methods. 2. Sampling 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) Page | 27 . cluster sampling and convenience sampling.e. Researcher visited bus stands. 1. The whole city was divided into some geographical areas and Research have chosen sanganer and jagatpura the total sample size was 50. milk parlours. The sample design used in this research is two state sampling i.Retailer’s and Consumer Behaviour towards Amul Sampling Methods Sample design is a definite plan of obtaining some items from the whole population. Convinience Sampling This type of sampling is chosen purely on the basis of convenience and according to convenience. gardens. Cluster Sampling Here the whole area is divided into some geographical area and a definite number of consumers and retailers were to be surveyed. etc. superstores. etc Sample size : 50 respondents (age ranging between 15 yrs to 65 yrs) Method : direct interview through questionnaire.Retailer’s and Consumer Behaviour towards Amul Sample unit : people who buy milk available in retail outlets. Page | 28 . “consumer behaviour is a physical activity as well as decision process individual engaged in when evaluating. d. f. superstores. Questions were asked to respondents as regards to their willingness to purchase milk. c. as the definition suggest. Page | 29 . g. retailers and each and every question was filled personally by the respondents and checked properly. parks. The help of questionnaires conducted direct interviews. In order to collect accurate information Researcher visited to garden. In order to get correct information Researcher had to approach consumers ranging From 15 yrs to 65 yrs.Method Used For Data Collection a. It is really a herculean task to understand consumer behaviour. b. e. Questionnaire was prepared keeping the objective of research in mind. milk parlors.Retailer’s and Consumer Behaviour towards Amul Field Work. Researcher visited as many respondents as Researcher can and asked them their real likings of customer. acquiring. in order to get accurate information. using and disposing goods and services”. 00 Pm to 5. the time when most of the people take rest during the scorching heat.Retailer’s and Consumer Behaviour towards Amul h. People were not willing to answer. when they were contacted between 1. Page | 30 .00 pm.