Professional Documents
Culture Documents
"Customer Bonding Towards Amul Milk & Milk Products in Anand District" by
"Customer Bonding Towards Amul Milk & Milk Products in Anand District" by
A PROJECT REPORT ON
By
Mr. Saiyed Sohelahmed S
[USN: 1HM07MBA44]
External Guide:
Mr. G.D.Trivedi,
Lect.
Department of MBA,
Sr.Officer (Administrative)
HMSIT,
AMUL,
Tumkur.
Anand (Gujarat)
VISVESVARAYA TECHNOLOGICAL
UNIVERSITY,
Belgaum.
under my
Signature
of
the
Guide,
Contents
Title
Chapt
er no.
Page
no.
Executive Summary
General Introduction
Company Profile
Product Profile
17
21
Study
Design of the Study
24
33
51
Conclusions
Annexure:
a) Bibliography
b) Questionnaire
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR
3
55-56
List of Tables:
Table no.
5.1
Contents
Page
no.
33
5.4
5.5
39
5.6
Regarding Quality
Analysis of Consumption of Average
40
5.7
42
5.2
5.3
5.8
5.9
5.10
35
36
38
43
45
46
5.11
5.12
from Dealers
Analysis of Value for Money Paid by
the Respondents
Analysis of Recommendations
48
49
List of Graphs:
Graph no.
5.1
5.2
5.3
Contents
Classification of Customers Based
On Sex
Analysis of Occupation of the
Respondents
Analysis of Monthly Income of the
Respondents
Page
no.
34
35
37
5.4
38
5.5
Opinion
Respondents
40
5.6
Regarding Quality
Analysis of Consumption of Average
41
5.7
43
5.8
5.9
5.10
of
the
44
46
47
5.11
49
5.12
Analysis of Recommendations
50
DECLARATION
Business
TOWARDS
AMUL
MILK
&
MILK
PRODUCTS
CUSTOMER
IN
ANAND
Administration
to
Visvesvaraya
Technological
University,
Saiyed
Place: TUMKUR
Sohelahmed S
[USN:
1HM07MBA44]
Date:
ACKNOWLEDGMENT
I would like to take this opportunity to express my since gratitude to
all those who guide me in right direction to complete this report.
I express my deep sincere gratitude to Dr. T.R. Jagadeesh principal of
H.M.S.I.T. for his encouragement throughout the course of this study.
I also take this opportunity to thank Dr. Hasmukh Savlani, Director
and Prof.G.V.M.Sharma, Head of the Department of Management Studies
for their constant guidance and assistance throughout this study.
I also express my sincere thank to Mr. Vinayak Kammar lecturer
Department of Management Study, H.M.S.I.T, Tumkur, for his constant
guidance and assistance throughout this study.
Saiyed
Sohelahmed s
(USN.1HM07MBA44)
DATE:
CERTIFICATE
Dr. T. R.
Principal
External guide
internal guide
Chapter-1
INTRODUCTION:
Marketing is a total system of business, an ongoing process of:
1. Discovering and translating consumer needs and desires into the
products services (planning and producing the planned products).
2. Creating demand for this product and services (through promotion and
pricing)
3. Serving the consumer demand through planned and physical
distribution) with the help of marketing channels and then I turn.
4. Expanding the market even in the place of keen competition.
The modern marketer is called upon to set the marketing objectives, develop the
marketing plan, organize the ,marketing function, implement the marketing plan
or programme ( marketing mix) and control the marketing programme to ensure
the accomplishment of the set marketing objectives. The marketing programme
covers producer planning or merchandising, price, promotion and distribution.
In short, modern marketing begins with the customer, not with production
cost, sales, technological landmarks and it ends with the customer satisfaction
and social well-being. Under the market- driven economy buyer or customer is
the boss.
Marketing has been viewed as an ongoing or dynamic process involving a
set of interacting activities dealing with a market offering by producers to
consumers on the basis of reliable marketing anticipation.
Marketing is a matching process by which a process by which a producer
provides a marketing mix that meets consumer demands of a target markets
within the limits of society. The process is based on corporate goals and
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR
10
INDUSTRY PROFILE:
Dairy is a place where handling of milk and milk products is done and
technology refers to the application of scientific knowledge for practical
purposes. Dairy technology has been defined as that branch of dairy science,
which deals with the processing of milk and the manufacture of milk products
on an industrial scale.
The dairy sector in the India has shown remarkable development in the past
decade and India has now become one of the largest producers of milk and
value-added milk products in the world.
The dairy sector has developed through co-operatives in many parts of
the State. During 1997-98, the State had 60 milk processing plants with an
aggregate processing capacity of 5.8 million litres per day. In addition to these
processing plants, 123 Government and 33 co-operatives milk chilling centers
operate in the State.
Also India today is the lowest cost producer of per litre of milk in the
world, at 27 cents, compared with the U.S' 63 cents, and Japans $2.8 dollars.
Also to take advantage of this lowest cost of milk production and increasing
production in the country multinational companies are planning to expand their
activities here. Some of these milk producers have already obtained quality
standard certificates from the authorities. This will help them in marketing their
products in foreign countries in processed form.
The urban market for milk products is expected to grow at an accelerated pace
of around 33% per annum to around Rs.43,500 crores by year 2005. This
growth is going to come from the greater emphasis on the processed foods
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR
12
17 million tonnes
1996
1997
2002-03
2003-04 (Approx.)
81
75
34
27
24
21
71
14
15
12
11
11
10
9
84.5
77
33
27
24
22
71
14
14
12
12
11
10
10
Production in million
MT
61.2
63.5
65.0
68.0
71.0
74.5
78.0
81.51
85.17
89.0
93.0
97.65
102.45
107.58
Company profile
Company Profile of Amul:
AMUL means "priceless" in Sanskrit. The brand name "Amul," from the
Sanskrit "Amoolya," was suggested by a quality control expert in Anand.
Variants, all meaning "priceless", are found in several Indian languages. 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. (Turnover: Rs. 52.55 billion in 2007-08).
Today Amul is a symbol of many things. Of high-quality products sold at
reasonable prices.
50 years after it was first launched, Amul's sale figures have jumped from
1000 tonnes a year in 1966 to over 25,000 tonnes a year in 1997. No other
brand comes even close to it. All because a thumb-sized girl climbed on to the
hoardings and put a magical spell on the masses
Anand
M = Milk
U = Union
L = Limited.
Milestone of Amul:
Name
From
Location
Amul
Co-operative sector registered under the co-operative society act
Amul dairy, nr, railway station, Amul dairy road, Anand Gujarat ,
India
Registration 14th December, 1946
Registered Kaira district co-operative milk producers ltd, Anand -388 001.
Size
Gujarat
Production of different products on large scale, collecting 9 to 15
Plant
Banker
3) Mogar Plant
4) Khatraj Plant
1. The Kaire District Center Co-Operative Bank Ltd.
2. UTI bank
3. SBI
Working
2) Kanjari Plant
4. Bank of Baroda
5. Corporation bank
Maharashtra
10:45 am to 5:45 pm
6. Bank of
Amul (Anand milk union ltd.) is abased on four hands, which are coordinated
with each other. The actual meaning of this symbol is co-ordination of four
hands of different people by whom this union is at the top position in Asia.
o First hand is of farmers, without whom the organization would not
have existed.
o Second hand is of processors, who process the row material (milk)
into finished goods.
o Third hand is of marketer, without whom the product would have
not reached the customers
o Fourth hand is of customers, without whom the products would
have not carried on.
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.
Bring at the command of the rural milk producers the best of the
technology and harness its fruit for betterment
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
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.The village society also facilitates the implementation of
various production enhancement and member education programs undertaken
by the Union. The staff of the village societies has been trained to undertake the
veterinary first-aid and the artificial insemination activities on their own.
Rs (million)
11140
13790
15540
18840
22192
22185
22588
23365
27457
28941
29225
37736
42778
52554
Gayatri Milk
Gokul Ice-Cream
Super Milk
Payal Milk
Sardar Milk
Havmor Ice-Cream
Samrrudhi Milk
Max
Sagar Milk
Vadilal Ice-Cream
For Chocolate
Gopi Ghee
Cadbury
Gayatri Ghee
Max
Krishna Ghee
Dairy Milk
Abad Ghee
Five Star
Nestle
Butter
Cheese
Nature butter
Britannia
Lebon
Achievements \ awards:
Amul a co-operative society and its co-operation has led many different
awards in its favor.
Magsaysay award for community leadership presented in manila,
Philippines to Shri Tribhuvandas Patel, Shri D N Khurody and Shri V. Kurien
1964: Padmabhusan award given to Shri T.K. Patel
1965: Padmshri awarded was given to V. Kurien, general manager, by
the president of India
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR
25
Amul Lite
Delicious Table
Margarine
Milk Drinks
Amul Kool Millk
Shaake
Amul Kool
Kool Koko
A delight to Chocolate
Lovers. Delicious Chocolate
taste
Powder Milk
Amulya Dairy
Whitener
The Richest, Purest Dairy
Whitener
Fresh Milk
Amul Fresh Milk
Amul Calci+
Cheese
Amul Pasteurised
Processed Cheese
Gouda Cheese
For Cooking
Cooking Butter
Mithai Mate
Masti Dahi
Amul Shrikhand
Amul Chocolates
Desserts
Amul Basundi
Health Drink
Nutramul
Many companies are aiming for high satisfaction because customers who are
just satisfied still it find it easy to switch when better offer comes along. Those
who are highly satisfied are much less ready to switch. High satisfaction creates
an emotional bind with the brand not just a rational preference. The result is
highly customer loyalty. Hence an attempt has been made to identify the
customer attitude and satisfaction on Amul Milk Products
B. OBJECTIVES OF THE STUDY
This project is based on consumer satisfaction towards Amul Milk and Milk
products in Anand. Objectives of study are;
1. To know the customer behavior and to identify the level of customer
satisfaction towards Amul
2. To offer pragmatic suggestion for growth and development of Amul
products.
3. To know the various marketing mix that influence the customer
behavior.
C. SCOPE OF THE STUDY
CHAPTER 3
THEORITICAL DISCUSSION
INTRODUCTION:
The term market is derived from the Latin word Marcatus which
means to trade or place of business. So in the literal sense and in the ordinary
language, the term Market refers to a certain place, where buyers and sellers
personally meet each other and make their purchase and sales. In short, it means
a certain place where goods are bought and sold.
However in commerce the term Market is used in the economic sense.
In the economic sense the term Market does not refer to any particular place
where buyers and sellers meet face to face and make their purchase and sales,
but covers the whole of any region, where the buyers and sellers are in such free
intercourse, that is contract or communication with one another that a single
price prevails for a certain commodity at a certain point of time through the
region.
In short, it means the getting together of buyers and sellers in person or
any by mail telephone, telegraph of through any other means of communication.
Marketing:
The meaning of the term marketing can be studied under two heads.
They are,
1. Traditional or old view of marketing
2. Modern of customer oriented marketing
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR
35
This bond results from effective one-on-one communication, mutuallybeneficial interaction, the company's genuine interest and involvement in the
customer's life and lifestyle, a combination of customer allegiance and company
advocacy, and a shared sense of purpose.
Customer loyalty develops from personal relationships and trust between the
company and the customer over time. This includes keeping customers involved
throughout the product lifecycle as well as developing products and/or services
to meet changing customer needs and desires.
AWARENESS
The art of earning customer "share-of-mind" involves creating an
impression of personal identification with the company's products and/or
services.
This first stage, awareness, represents the weakest aspect of a relationship
because it is non-interactive and depends entirely on the customer's
perception
IDENTITY
The identification stage occurs when a potential customer asks the
question, "What's in it for me?"
RELATIONSHIP
At this stage, the customer receives the benefit of products and/or
services tailored specifically to his individual needs (at least as nearly as
the company can provide).
Once a customer interacts with the company, repeated experiences of
individual customer satisfaction take on significant importance.
Customers expect that products will work and that they will receive good
service. Customer delight results largely from how a product is sold and
is serviced as well as how the company responds to inquiries and solves
problems.
COMMUNITY
Customer bonding requires high levels of effective interaction. When the
company integrates its products and services into the life and lifestyle of
its customers, communal bonding occurs.
The community relationship stage achieves an integration of values,
preferences and priorities between customer and company where each
derives mutual benefit. Companies that achieve this type of loyalty
consistently delight their customers.
ADVOCACY
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR
37
Market Segmentation:
The process of talking the total heterogeneous market for a product &
dividing it in to several sub markets each which tend to be homogeneous in all
significances.
There are few bases for segmentation markets,
Customer characteristics
Consumer responses
The major segmentation variables for consumers markets are,
o Geographic segmentation (nation, state, country, city)
o Demographic segmentation (age, family, religion, generation,
nationality, social class)
o Psychographic (life style, personality & status class)
o Behavioral (occupation, benefits, users, loyalty, )
These variables can be used singly or in combination, business marketer use all
these variable as along with operating variables, purchasing approaches,
substantial, accessible, differentiable, & actionable.
Customer Behavior:
Brands:
Brands were originally developed as labels of own ship: Name Term
Design and Symbol. However, they today it is what they for people that matters
much more, powerful brands can drive success in competitive and financial
markets, and indeed become the organizations most valuable assets.
Brand Loyalty:
It has been proclaimed by some to be the ultimate goal of marketing. In
marketing, brand loyalty consist of a consumers commitment to repurchase the
brand and can be demonstrated by repeated buying of a product or service or
other positive behaviors such as word of mouth advocacy. True brand loyalty
implies that the consumer is willing, st least on occasion, to put aside their own
desires in the interest of the brand.
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR
42
Customer Focus:
Many companies today have a customer focus (or customer orientation).
This implies that the company focuses its activities and products on consumer
demands. Generally there are three ways of doing this: the customer driven
approach, the sense of identifying market changes and the product innovation
approach.
In the consumer driven approach, consumer wants are the drivers of all
strategic marketing decision. No strategy is pursued until it passes the test of
consumer research. Every aspect of a market offering, including the nature of
the product itself, is driven by the needs of potential customers. The starting
point is always consumer. The rationale for this approach is that there is no
point spending R&D funds developing products that people will not buy.
History attested to many products that were commercial failure in spite of being
technological breakthroughs.
Customer Loyalty:
It takes a lot less money to increase your retention of current than to find
new ones but I know I dont give it as much effort as I should because it does
take a lot of energy and effort
Chapter-4
Gender:
Gender play vital role in purchase decisions. Gender classified on sex
basis i.e. male and female. Gender classification is requiring to marketer
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR
44
Male
Female
total
35
65
100
35
65
100
Interpretation:
35% of the respondents are male and 65% of the respondents are female.
From the above table we can conclude that, the majority of the respondents
were belongs to female group.
Occupation:
Occupation is also influences a persons consumption pattern. A blue
collar worker will buy work cloths, work shoes and lunch boxes. Similarly the
Amul Milk and Milk products are purchased by various occupants. The
following occupants of the respondents are classifies for the data collection.
Percentage
20
10
65
05
%
20
10
65
05
100
Sources: Primary Data
100
Table no.5.2
Interpretation:
20% of the respondents are business, 10% of the respondents are
employees, and 65% of the respondents are house wives, 05% of the
respondents are others group.
Graph No.5.2
Income:
Income decided the purchasing power of the customer. If the income is
high then, they go for high quality irrespective of price of the product. Hence in
this research I like to collect the data how income is influence to purchase Amul
Milk and Milk products.
Analysis of Monthly Income of the Respondents
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR
47
No. of respondents
Below 5000
5001-10000
10001-15000
15001 & above
Total
38
30
21
11
100
Sources: Primary Data
Percentage %
38
30
21
11
100
Purchasing Factor:
No. of Respondents
38
28
20
14
Nil
100
Source: Primary Data
Percentage %
38
28
20
14
Nil
100
Graph no 5.4
Interpretation:
38% of respondents buying AMUL Milk & Milk products for its Good
Quality, 28% of respondents use for its Band Name,20% of its Price
consideration, 14% of its easy availability of respondents buying AMUL Milk
& Milk products.
Quality:
Company has two responsibility in a quality centered. First, they must
participate in formulating strategies and policies designed to help the company
win through total quality excellence. Second they must deliver marketing
quality alongside production quality. This helps to company to attract more
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR
51
No. of Respondents
35
45
20
Nil
100
Sources: Primary Data
Percentage ( % )
35
45
20
Nil
100
Graph no.5.5
Respondents Consumption Quality:
Consumption quality is varying with various respondents. Some of
customer they buy less quantity and some them huge quantity depends upon
requirement and number of people in their houses. The data is collected to know
the various consumption patterns.
Analysis of Consumption of Average Milk per Day
Consumption
1 Liter
2-4 Liter
More than 4 Liters
Total
No. of Respondents
70
10
20
100
Sources: Primary Data
Percentage (%)
70
10
20
100
Graph no.5.6
Interpretation:
70% of the respondents are consuming one liter per day. 10% of the
respondents are consuming two to four liter per day. 20% of the respondents are
consuming more than four liters per day.
From the above table we can conclude that majority of the respondents
were consuming one liter per day.
Purchase Duration:
Repeat purchase will help to know what customer loyalty towards Amul
Milk & milk products. When consumer repeatedly purchases the product, it is
understood that they are satisfied with the products. The following data show
the various statuses of the respondents.
Analysis of Purchase Duration of the AMUL Milk & Milk Products
Duration
6 Months
1-2 Years
3-4 Years
More than 4 years
Total
No. of Respondents
05
15
20
60
100
Sources: Primary Data
Percentage (%)
05
15
20
60
100
No. of Respondents
25
48
22
05
100
Percentage (%)
25
48
22
05
100
Graph no.5.8
Common Complaints:
A customer centered organization makes it ways for its customer to
deliver suggestion and complaints. Many firms provide form for collecting
feedback on products and some time customer complaints and suggestion about
products. In this survey, common problems raised by the customer or not.
Analysis of problems in Amul Milk Products
Opinions
Yes
No
Total
No. of Respondents
10
90
100
Sources: Primary Data
Percentage (%)
10
90
100
Purchasing Place:
Purchase place is also important to know where users choose their
purchase point. This helps to marketer to design various promotion and
distribution programmes. The data is collected to know the various purchase
place and availability.
Analysis of Availability of Products from Dealers
Easily Available
Yes
No
Total
No. of Respondents
95
05
100
Percentage (%)
95
05
100
No. of Respondents
96
04
100
Percentage (%)
96
04
100
No. of Respondents
95
05
100
Percentage (%)
95
05
100
Periodical:
Business Word
DFPI, Annual Report-1999-2000
A. Name:
B. Address:
C:
Sex:
Male: [
G:
Age:
E:
Occupation:
Female [
1. Self-employed: [
3.Professional: [
2. House wife: [
4. Student:
b. Price: [
c. Service: [
b. Direct mailers:
c. Press Ads:
d. Reference website: [
e. T.V. Ads:
c. Latest / Advanced: [
b. Standard: [
b. No: [
b. High: [
c. Average:
d. Same: [
b. Monthly:
c. Weekly: [
d. Occasionally: [
b. excellent: [
c. Good:
d. Average: [
b. No: [
Date:
SAIYED SOHELAHMED
S
(1 HM 07 MBA 44)
Place:
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR
70