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Factors Affecting Consumer Buying Behaviour Towards Amul Butter in Comparison To Gowardhan Butter at Pune City With Reference To Gujarat Co Operative
Factors Affecting Consumer Buying Behaviour Towards Amul Butter in Comparison To Gowardhan Butter at Pune City With Reference To Gujarat Co Operative
Factors Affecting Consumer Buying Behaviour Towards Amul Butter in Comparison To Gowardhan Butter at Pune City With Reference To Gujarat Co Operative
PROJECT REPORT
ON
Submitted By
Through
JSPMS
INSTITUTE OF
MANAGEMENT & RESEARCH
, PUNE
(2010-12)
1
DECLARATION
I, the undersigned, hereby declare that the Project Report entitled FACTORS
AFFECTING CONSUMER BUYING BEHAVIOUR TOWARDS AMUL BUTTER
IN COMPARISON TO GOWARDHAN BUTTER AT PUNE CITY written and
submitted by me to the University of Pune, in partial fulfillment of the requirements for
the award of degree of Master of Business Administration under the guidance of Prof.
is my original work and the conclusions drawn therein are based on the material
collected by myself.
Place: Pune
Date: Research Student
2
ACKNOWLEDGEMENT
My first thanks to all those people who helped me during the training and completion of
this project report. The list of such people is indeed exhaustive but a need special
mentioning.
Iam thankful to (Sales Executive), who helped me in challenging my thoughts for the
keen interest shown during the preparation of this report and thankful for giving me an
opportunity to work in their esteemed organization. Also thankful to (Sales), who
helped me during the project preparation.
Iam thankful to all my friends for their valuable advice and guidance during preparation
of this project.
3
EXECUTIVE SUMMARY
In todays competitive world while entering in the market it is very necessary to have
good knowledge of the potential of a particular market. The information regarding the
activities of competitors existing in the market so that we can plan our each activity
according to that. It is also necessary to retain the existing customers apart from
attracting the new customers.
The Project is concern with the market analysis of consumer buying behaviour towards
Amul butter in comparison with Gowardhan butter in Pune city the project included as
part of MBA programme and the project is done from 8th May to 8th July 2011.
Research type was descriptive. The research was done through consumer survey. I have
collected the primary data through questionnaire which was filled by me with questions
to customers. Questions were both open and close ended. Most of the secondary data
was collected from website www.amul.com and www.gowardhanindia.com. Sampling
done is nonprobability sampling. The type of sampling method was convenience
sampling
In Pune region there are around more players in of butter manufacturer. Those are like
Amul, Gowardhan, Britannia, Nutralite, etc. and many other local brands. As per the
findings Amul is the Market leader and having more than 75% market share. Awareness
4
of Amul butter among the consumers is high because it brand awareness in the public
from to many years.
The data analysis has done area wise. It gives idea about the competitors of Gowardhan
butter. It gives information regarding their market share.
It was concluded that Amul butter has a high potential in the market and
it is the known to its customers but still its acceptance is comparatively good as other
competitors present in the market, because perception of customers towards the product
is best, most of the consumer continuously using other brand and they use mostly in
their day to day breakfast like to use butter on bread and to make pavbhaji.
INDEX
5
CHAPTER NO. TITLE PAGE NO.
1. INTRODUCTION 1
2. COMPANY PROFILE 8
4. RESEARCH METHODOLOGY 28
6. FINDINGS 52
7. CONCLUSION 54
8. SUGGESTIONS 55
9. LIMITATIONS 56
10. ANNEXURES
BIBLIOGRAPHY
QUESTIONNAIRE
INTRODUCTION
6
Concept:
FOOD INDUSTRY
The food industry is the complex, global collective of diverse businesses that
together supply much of the food energy consumed by the world population. Only
subsistence farmers, those who survive on what they grow, can be considered outside of
the scope of the modern food industry. India is the world's second largest producer of
food next to China, and has the potential of being the biggest with the food and
agricultural sector. The total food production in India is likely to double in the next ten
years and there is an opportunity for large investments in food and food processing
technologies, skills and equipment, especially in areas of Canning, Dairy and Food
Processing, Specialty Processing, Packaging, Frozen Food/Refrigeration and Thermo
Processing. Fruits & Vegetables, Fisheries, Milk & Milk Products, Meat & Poultry,
Packaged/Convenience Foods, Alcoholic Beverages & Soft Drinks and Grains are
important sub-sectors of the food processing industry.
A health food and health food supplement is another rapidly rising segment
of this industry which is gaining vast popularity amongst the health conscious. The food
industry is the complex, global collective of diverse businesses that together supply
much of the food energy consumed by the world population. Only subsistence farmers,
those who survive on what they grow, can be considered outside of the scope of the
modern food industry.
Regulation: Local, regional, national and international rules and regulations for
food production and sale, including food quality and food safety, and industry
lobbying activities
Education: Academic, vocational, consultancy
7
Research and development: Food technology
Retail: Supermarket chains and independent food stores, direct -to-consumer, restaurant,
and food services.
India is the world leader in milk production with total volume of 115 million
tons. Driven by steady population growth and rising income, milk consumption continues
to rise in India. Dairy market is currently growing at an annual growth rate of around 7
per cent in volume terms. The market size of Indian dairy industry stands at around US$
45 billion. Since Indias population is predominantly vegetarian; milk serves as an
important part of daily diet. Indians use milk in various preparations such as in brewing
tea and coffee, in making yogurt or curd and in preparing many Indian dishes. For most
households, milk is also a popular beverage due to its nutritional value.
8
In India, rural households consume almost 50 percent of total milk production.
The remaining 50 percent is sold in the domestic market. Of the share of milk sold in the
domestic market, almost 50 percent is consumed in fluid form, 35 percent is consumed as
traditional products (cheese, yoghurt and milk based sweets), and 15 percent is consumed
for the production of butter, ghee, milk powder and other processed dairy products
(including baby foods, ice cream, whey powder, casein, and milk albumin).
Most dairy products are consumed in the fresh form and only a small quantity is
processed for value addition. In recent years, however, the market for branded processed
food products has expanded. Although only around 2 per cent food is processed in India,
still the highest processing happens in the dairy sector, where 35 per cent of the total
produce is processed, of which only 13 per cent is processed by the organized sector.
Key facts
Co Operative Unions:
Recently the Indian cooperative movement got a much needed facelift. With
competition snapping at its heels, the sector which has been governed by arcane laws
until the recent past will see a special provision inserted in the companies Act, 1956. All
the cooperative unions will be re- christened cooperative companies; they will come
under the purview of the registrar of companies, instead of the registrar of 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 co-operative milk marketing federations.
The dairy board's programme and activities seek to strengthen the functioning
of dairy co- operatives, as producer-owned and controlled organizations. NDDB supports
the development of dairy co-operatives by providing them financial assistance and
technical expertise, ensuring a better future for India's farmers. Over the years, brands
created by cooperatives have become synonymous with quality and value. Brands like
Amul (GCMMF), Vijaya (AP), Verka (Punjab), Saras (Rajasthan). Nandini (Karnataka),
Milma (Kerala) and Gokul (Kolhapur) are among those that have earned customer
confidence.
10
Haryana Dairy Development Cooperative Federation Ltd. (HDDCF)
11
Is owned by nearly 12 million farmer members. Apart from making India self
sufficient in milk, these dairy co-operatives have established our country as the
largest milk-producing nation in the world.
Dairy Processing
The Dairy Technology Society of India was constituted to promote the linkage
between academia and industry aimed at exchanging views and providing a forum for
championing the cause of Dairy Education & Research at national and international
levels. Dairying is an instrument for change in social and economic status of people in
a country like India. Over the last four decades, there have been tremendous changes in
the dairy sector of this country.
India now occupies 1st position in milk production in the world. In the process of
attaining this distinction the Dairy Technologists of the country have played a
monumental role. In this age of liberalization and globalization, there will be renewed
focus on product diversification, value addition, quality improvement and export
promotion which will define a more challenging role for the professionals engaged in the
pursuit of Dairy Technology and allied sciences. Success in various developmental plans
by various states and national agencies have resulted in the modernization and building
up a vibrant dairy industry in India.
Availability of large number of milch animals and milk at the competitive prices
provides India certain strategic advantages globally. With the liberalization of economy
and access to better prices in the world market newer opportunities would be emerging in
the immediate future. Though we have occupied 1st position in milk production in the
world, our contribution to world trade is negligible. The gap can be bridged by value
addition and product diversification. The demand for value added foods is being driven
by the growing public understanding of the linkage between diet and health, and the
interest in self- health maintenance, rising healthcare costs and advances in food
12
technology and nutrition.
13
PROFILE OF THE ORGANIZATION
Vision:
Mission:
History:
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.
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).
AMUL is based in Anand, Gujarat and has been an example of a co-operative
organic actions success in the long term. It is one of the best examples of co-operate e
achievement in the developing economy "Anyone who has seen. The dairy cooperatives
in the state of Gujarat, especially the highly successful one known as AMUL,
will naturally wonder what combination of influences and incentives is needed to
multiply such a model a thousand times over in developing regions everywhere."
15
The Amul Pattern has established itself as uniquely appropriate model for rural
development. Amul has spurred the White Revolution of India, which has made
India the largest producer of milk and milk products in the world. It is also
world's biggest vegetarian cheese brand. 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. Currently Unions making up GCMMF have 2.8 million producer members
with milk collection average of 10.16 million liters per day. Besides India, Amul
has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia,
China, Singapore, Hong Kong and a few South African countries. Its bid to enter
Japanese market in 1994 did not succeed, but now it has fresh plans entering the Japanese
markets.
COMPANY INFORMATION:
16
dairy plants, under the renowned AMUL brand dairy plants having processing capacity
in excess of 1 million Litres per day. The farmers of Gujarat own the largest state of the
art dairy plant in Asia - Mother Dairy, Gandhinagar, and Gujarat - which can handle 2.5
million litres of milk per day and process 100 MTs of milk powder daily.
During the last year, 3.1 billion liters of milk was collected by Member Unions
of GCMMF. Huge capacities for milk drying, product manufacture and cattle feed
manufacture have been installed. All its products are manufactured under the most
hygienic conditions. All dairy plants of the unions are ISO 9001 -2000, ISO 22000
and HACCP certified. GCMMF (AMUL)'s Total Quality Management ensures the
quality of products right from the starting point (milk producer) through value chain until
it reaches the consumer. Ever since the movement was launched fifty-five years ago,
Gujarat's Dairy Cooperatives have brought about a significant social and economic
change to our rural people. The Dairy Cooperatives have helped in ending the
exploitation of farmers and demonstrated that when our rural producers benefit, the
community and nation benefits as well.
Organizational Chart:
17
External Organization Structure
Internal Organization Structure
Villagers
Chairman
Managing Director
General Manager
Amul is leaded by the director under him five branches viz. Factory,
Marketing, Accounts, Purchase, Human Resources Department. Factory department has
a separate general manager under him there are six braches viz. Production, Stores,
Distribution, Cold Storage, Quality, and Deep-freezing. This department takes care of the
factory work. Marketing department has regional senior marketing manager and under
him there is a regional manager. This department takes care of the marketing aspects of
Amul.
20
Current status of the organization:
GCMMF which markets the popular Amul brand of milk and dairy products
crosses yet another landmark in its long and illustrious history. The results of the apex
body of the dairy cooperatives in Gujarat were declared on 21st June 2011, in the 37th
Annual General Meeting of GCMMF. The organization which symbolizes taste of India
achieved a historical milestone by crossing the 2 billion dollar mark. During the financial
21
year 2010-11, GCMMF registered impressive topline growth of 22.1%, achieving
turnover of ` 9774 crores.
GCMMF informed that this performance is even more remarkable, when viewed from the
perspective that the organization was able to achieve 1 billion dollar turnover in the 33rd
year of its formation while it took only just four more years to add another 1 billion dollar
to its turnover. Turnover of GCMMF registered CAGR of 23% during the last 4 years.
During the year 2010-11, GCMMF paid ` 8345 crores to its 30 lakhs farmer members.
Payout to farmers also registered 23% CAGR in last 4 years.
22
23
Future Plans of the Amul:
Milk shed area will increase to 231 lakh kg per day (23.1 million kg per day), at
an annual growth rate of 4%.
Installing Bulk Milk Chillers and Automatic Milk Collection Systems in all our
village cooperative societies.
24
Collect as much as 195 lakh kg per day (19.5 million kg per day) of milk in the
peak flush season.
Satellite dairies with combined processing and liquid milk packaging capacity of
Milk drying capacity will also be enhanced by 2OO MT's per day
Plan to expand our cattle feed manufacturing capacity, more than four times to
Total investments envisaged for creating all the required infrastructure would be `.
Awards of Amul:
25
GCMMF is a winner of the prestigious international CIO 100 award from
IDG's CIO Magazine, USA. The 2003 CIO 100 award recognizes the organizations
around the world that excel in positive business performance through resourceful IT
management and best practices. This CIO International IT excellence Award has
recognized the Cooperative Movement & its Leadership under the "Amul" brand,
initiated by Dr. V Kurien, Milkman of India, whos main Motto is to build Indian Society
economically & literally strong through innovative cooperative resourceful network, so
as to provide quality service & products to the end consumers and good returns to the
farmer members.
This award has also given direction that IT need to be encouraged & adopted
more & more at grass root level and bridge the digital divide through proper training, re-
training so as to bring radical change & benefit to the Indian society. It has also
recognized the Managing Director, Mr. B M Vyas, who has taken IT initiative by
setting the direction "GCMMF as IT Company in Food business". It has also inspired
all the employees of GCMMF Enterprise to sustain the challenges as a "Change Agent"
by excelling their IT skills in order to transform the people around them towards
IT Integration (e-Vision) on both the ends of supply chain (Village level Farmer to end
consumer). This award also motivated the each & every member dairy, Amul's wholesale
distributors, retailers, transporters and suppliers who have supported whole-heartedly the
IT initiatives of GCMMF.
IDF, every year gives dairy innovation awards to its members in various
categories like brand and products, nutrition and health, sustainability, packaging,
ingredients and marketing. The inaugural awards programme attracted over 170 entries
from 29 countries in 12 categories, designed to reward and champion innovation and
excellence in the global dairy industry.
The award has been given to Amul by IDF for its environmental initiative for
tree plantation. . As a first step on 15th August 2007 the milk producers of more than
15,000 village dairy cooperative societies planted 18.9 lakh tree saplings across 19
districts of Gujarat, after the flag hoisting ceremony. Initially "One member, one tree
27
plantation" was the basis. Inspired by the thumping success, they carried out similar
exercise on 15th August 2008 on "one member, three tree plantation" basis, in
which 52.74 lakh tree saplings were planted.
Rival:
Gowardhan, founded by Parag milk Foods Pvt. Ltd. in 1992, is one of India's
largest private dairies, with an output capacity of 1,000,000 liters per day. Located in a
lush green village called Manchar in Maharashtra (60 km from Pune), we pride ourselves
on owning the largest cow farm in India as well as Asia's largest cheese plant.
28
Gowardhan manufactures dairy products that are not just 100% natural, but also
lighter and rich in calcium. That's because the milk, procured from its own cow farm - the
largest in Asia - is 100% natural cow's milk. What's more, the use of latest European
technology in our manufacturing units ensures superior quality and freshness of our
products, giving them the unique Gowardhan taste and flavor.
The extensive range of our products is processed at this ultra modern dairy. Our
dairy plant is fully automated, of international standards and equipped with the best
European technology. Right from reception of milk to the finished product, we maintain
strict no-human-contact through the entire manufacturing process. Our plant churns out
1,000,000 litres of milk per day, has an output capacity up to 10 MT of butter, 25 MT of
ghee and 10 MT of dahi (yoghurt) and 65 MT of milk powder.
29
Funds managed and advised by Motilal Oswal Venture Capital Advisors Private
Limited (MOVCAPL) and its associates, have invested Rs. 600 million in Parag Milk
Foods Pvt. Ltd (Parag/ Gowardhan), one of the fastest growing dairy in the country and
selling under the brand Gowardhan. Parag, based out of Maharashtra, is one of the few
players that use 100% cow milk for all their products. Its product portfolio includes liquid
milk and various dairy products such as milk powder, cheese, ghee, butter, cream, curd,
butter milk and gulab jamun mix. Parag has a state-of-the-art Bhagyalaxmi dairy farm
spread over an area of 30 acres and equipped with the latest rotary parlour for milking
cows. This has been a path breaking initiative by the company and will put the Company
in the league of global dairy companies once scaled up.
30
1960s & 1970s to self-reliance. India is the largest milk producing country in the world,
followed by USA, Russia, Germany and France.
According to Dairy Book 2007, Milk production in 2005 was around 94 mn tonnes and
is estimated to be over 100 mn tonnes currently with an annual growth rate of 4%. Cow
milk constitutes about 41% of total annual milk production inIndia and has started to
create a strong niche as compared to buffalo or mixed milk.
Products:
Competition to Amul
31
OBJECTIVES & SCOPE OF STUDY
Primary Objective:
To find out factors affecting consumers buying behaviour towards Amul butter.
Secondary Objectives:
32
To know the usage of butter.
To know the frequency and source of information for purchasing Amul butter.
The scope of the study is limited solely to the markets visited by the researcher
for the purpose of research; this may hence not be a total reflection of the penetration of
AMUL products for all the retail outlets in Pune.
Assumptions:
The consumer segment for packaged butter is primarily urban and ranges from
the middle to upper classes.
Amul, Gowardhan and Britannia are the key players of the Indian butter market
with Amul capturing 80% of the market share.
Butter is used more as bread spread over any other form of use.
Lack of proper experience on the part of the researcher in conducting such studies
in the past.
Time frame required was not enough to survey more number of outlets.
33
Inadequate information, misleading answers that might affect our conclusion
RESEARCH METHODOLOGY
1. Research Methodology:
The research was conducted from 9th May to 8th July 2011. The researches include
meetings with the consumers. It included preparation of the questionnaire to be answered
by above people for knowing the competitive position of Amul in the market. The views
of the parties were recorded in the research as per the questionnaire set by me.
I have used survey method for data collection. Survey is the most commonly
used method.
34
3. Data Sources
A) Primary Data:
The primary data was collected through questionnaires. They were filled using
the scheduled method of data collection by the researcher. Herein, Face-to face interviews
were conducted between our research executive and a respondent. Data was collected
through a survey. The questionnaire was prepared considering various parameters and
thus had a mix of o pen and close-ended questions using various scales to measure the
responses and draw easy conclusions from the study.
The research would leave very little room for any discrepancy or
misinterpretation of the asked questions since researcher would interview the respondents
face -to-face and so also give an insight into their body language of the respondents
making use of observation technique along with the survey method. Also observation
technique was used to study consumer behaviour patterns as retail outlets.
B) Secondary Data:
Sampling:
35
specific sample group covering all the decision -makers in the case of butter.
The sample frame in my case is Map of the city. A sample of specific suburbs is
taken covering all the directions of the city from only Pune-North-East.
The sample size for our study is l00 sample units for consumer's survey.
Areas covered:
36
Kharadi Gaon
Population Covered:
Home-makers
Working professionals (male and female)
Bachelor students (male and female)
Senior citizen (male and female)
Tools Utilized
Percentage Analysis
Graph Chart
4. Research Instrument
A) Questionnaire Method:
The research instrument was the structured questionnaire designed for the
respondents. The questionnaire was for the consumers there was a different set of
questionnaire. There were also the area maps.
Types of Question:
37
The second important aspect in the designing a question is to decide which
types of question are to be used. Question can be classified in various ways.
Questionnaire contains following type information-
Open-ended question
Multiple-choice Question
Phrasing of Question:
Personal Interview:
38
Product for Which Survey Was Conducted:-
Amul Butter
Product Details:
39
Product Name: Amul Butter
Description: Amul Butter (Made of pure milk FAT)
Packing: 100g, 500g, 50g, 20g, 8.1g
40
Market Presence
Demographi cs
Psychographi cs
Personality - No discrimination.
Life style - A basic normal life to high class living standard
Buying Motives - It is generic with butter category, renowned butter available in
market, loved by all consumers.
Product Analysis
USP- is its taste. Amul butter is made from fresh cream by modern continuous butter
making machines (purely vegetarian).
41
DATA ANALYSIS AND INTERPRETATION
Table No. 1
Customers Response on Butter Purchased
Interpretation:
The above graph shows that from the 100 respondents 48 customers purchase
Amul, 28 Gowardhan, 7 Britannia, 9 Nutralite, 2 Home Made and 6 Others butter
like Mother Dairy, Chetna Etc.
43
Q 2: Why do you prefer particular brand?
Table No. 2
Brand Preference on Mentioned Parameters
Graph No. 2
44
Interpretation:
34 consumers said that they prefer Amul butter because of taste, 9 consumers
prefer price.
14 consumers said that they prefer Gowardhan butter because of taste and 10
consumers because of prick.
45
Q 3: How do you come to know about this product?
Table No. 3
Source of Awareness about the Product Butter
46
Interpretation:
The graph shows that 52% of the total customers are aware about the butter
because of advertisement.
32% of the customers aware of the butter because of newspaper.
It shown that Advertisement is the most powerful medium.
Table No. 4
Place of Amul Butter Purchase
Graph No.4
47
Interpretation:
Graphs clearly shows that 58 customer purchased butter from local market rather
than retail market.
Table No.5
Purchase of Butter quantity
Graph No. 5
48
Interpretation:
58 customers prefer to buy 100 gm butter from small use like spread on roti or
butter
Table No.6
Frequency of purchasing butter
Graph No. 6
49
Interpretation:
From the above graph it is clear that 28 customers purchase Amul butter twice in
a week for the purpose of to spread on the bread.
Table No.7
Purpose of use
Graph No. 7
50
Interpretation:
The above graph shows that most customers like to use butter on bread.
Q 8: At what time you see more no. of Advertisements on Amul & Gowardhan?
Table No.8
Timing of advertisement
51
Night 17 times 2 times
Graph No.8
Interpretation:
Table No.9
52
Quality 19 19
Quality 31 31
Promotion 36 36
price 14 14
Graph No. 9
Interpretation:
Above graph shows that Quantity is main factor which affected purchasing power
of customer.
After Quantity 31% shows that customer do or not buy butter because of Quality
difference between Amul and Gowardhan.
Q 10: Can you recall latest Amul or Gowardhan advertisement?
Table No.10
Recall of advertisement
Yes 26 13
53
No 21 19
Graph No.10
Interpretation:
Graph shows that 26 customers remembered Amuls advertisement and 13
customers remembered Gowardhans advertisement.
21 customers did not remember Amuls advertisement and 19 customers did not
remember Gowardhans advertisement.
Thinking of
45 32 15 8
Customer
Graph No. 11
Interpretation:
Above graph shows that Gowardhan is main competitor to Amul. And after
Gowardhan, Britannia is second competitor to Amul in market.
12: If Amul comes with low cholesterol will you accept it?
Table No.12
Responses for cholesterol factor in the butter
Graph No. 12
Interpretation:
From the above graph, i can conclude that if Amul comes with low cholesterol 60
customers said that, they will definitely purchase it but 19 customers are not ready
to buy butter with low cholesterol.
Q 13: Do you think that the present cost of product which you prefer is costly? If yes
(What will be your ideal price range for 100gm butter pack?)
Table No.13
56
Price range of 100gm butter
Customers 25 51 24
Graph No.13
Interpretation:
Above graphs shows that 51 customer thinks that the present price of butter is
costly so they are ready to pay ` 23 to ` 25 for Amuls butter.
25 customers think that the currant price of butter is normal and they are ready to
pay ` 26 to ` 28.
23 customers are not satisfied the currant price of butter they are ready pay from `
19 to ` 22 which is the lowest price.
Q 14: Why do you feel Gowardhan brand is not as well, dairy product in market as
Compare to Amul?
Table No. 14
57
Customer responses
Graph No.14
Interpretation:
Above graph shows that 55 customer think that Gowardhan butter is lacking
behind compare with Amul butter because of less promotion and 18 customer
think that because of high price.
FINDINGS
58
1. As per my research, the consumption of butter is predominant in almost every
household with the handful exception of a few who cited health issues
like cholesterol, hyper tension etc.
2. When asked what first came to their mind on mentioning the word butter. Most of
the respondents recalled Amul because of its taste and generic brand status. Also it
was seen that health issues like calories, fat, cholesterol was a major
concern amongst a substantial number of health conscious and the middle -aged
consumers. Respondents also recalled the various products they
associated/consumed butter with.
4. When the respondents were asked to mention what they associated their brand
with most Amul loyalists seemed to recall the mascot, followed by the slogan,
taste and advertising campaigns (especially the paper advertising). Gowardhan
was associated with health by its consumers. And Britannia received mixed
responses like taste, packaging and pricing by its consumers.
5. The taste and the brand name were the influencing factors behind the purchase of
butter. The advertising and the price emerge second.
6. When the various parameters of butter as a product were researched, our findings
showed Amul to be the clear winner followed by Gowardhan, Nutralite and
Britannia respectively. However, most consumers found the Amul packaging to be
dissatisfactory and gave Gowardhan better score on the packaging front. Nutralite
59
lost out on the taste factor, as most consumers gave it the lowest score as far as
taste is concerned.
7. In most households butter was purchased on a weakly basis along with the other
groceries. The households who reported a comparatively lower consumption
bought it on a monthly/fortnightly basis as and when needed.
10. When asked about their brand experience, the respondents who cited very good as
a response were dominantly Amul consumers, while responses who cited Good
and neutral were consumers of other brands like Britannia, Gowardhan and
Nutralite.
11. When asked about additional features in their brand, lower calorie levels were the
dominating response. Also, better packaging (in the case of Amul), lower prices
and unsalted variants were the other factors that emerged.
12. Awareness levels about the substitutes for butter were divided. Nutralite and
Gowardhan were the primary responses that came to the respondents mind, while
the others included imported substitutes and other spreads.
60
CONCLUSION
2. Also, the demand for unsalted butter is small but significant, as the high sodium
content in packaged butters has been a source of worry for patients of high blood
pressure. This could also be the result of experimenting with new cuisines as
most baked desserts call for unsalted butter. In terms of brand recall, only two
brands have so far made their presence felt in the Indian market. The former being
Amul, which changed the concept of 'butter' through highly strategic advertising
and the latter - 'Nutralite' and Britannia - the butter substitute that has occupied
the place of pride on the tables of the lean and health-conscious. Most consumers
associate 'Amul' with taste and 'Nutralite with 'health'.
3. While taste and pricing was the deciding factor for most consumers, a significant
section commented on the poor packaging quality of some brands like Nutralite as
compared to Gowardhan, which provides containers for the butter. Most
consumers demanded a low - fat/low-cholesterol variant of their existing brand,
thus confirming that the need of today's butter consumer's in India is a healthy
yet tasty product, which makes it an open opportunity for a new brand to
come and take over before the existing brands can reposition.
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SUGGETIONS
1. Amul has a relatively good distribution network, but still company is not able to
fulfill the demand of outlet in the peak season when demand is very high. Here
company should consider on the supply of product in the peak season.
2. Amul should take care of their goodwill of company market any damage product
sell in the open market it may be effect company reputation.
3. Given the fact that margin offered to the retailer is not similar in the case of the
competitors product. For this fact, the company should give good margin to the
retailers than the competitors.
4. Company should also give the replacement offer to those outlets which is running
with small business.
5. Only fresh product should be supply in the outlet. The main cause of the supply of
fresh product is that customer always wants fresh product. They dont want to
take 3 or 4 days old product.
6. Company should also target the consumer by offering discount coupons or pens
/spoon free offer or some other innovative viable for attracting them.
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LIMITATIONS
1. The survey is limited only for two wards Chandan Nagar and Kharadi.
2. Time period of the project was 8 weeks, which may not be enough to understand
the whole market.
3. The sample size of the taken was small, therefore it can be said that the chosen
sample is not the representative of the whole population and this hindered
quantitative research.
5. Respondents may not have been true in answering various questions and may be
biased to certain other questions.
6. Out of the whole research and analysis, only three major brands could be
highlighted, leaving aside the other non-popular brands.
8. During the course of survey some unavoidable error are faced such as no
response, inaccuracy in response.
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9. The findings are totally based on respondents prediction and hence can be biased
to some extent.
ANNEXURE
BIBLIOGRAPHY
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WEBLIOGRAPHY
Webliography:
www.amul.com
www.gowardhanindia.com
www.indianfoodindustry.net
www.wikipedia.org
www.scibd.com
www.amul.tv.com
www.moneycontrol.com
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QUESTIONNAIRE
Personal detail :
Name :
Address:
Age :
Gender:
Occupation:
Income p.a. :
Total family member:
Questions:
Price Taste
Sample Magazines
Yes No
100 gm 500 gm
1 kg 5 kg
On roti On Bhaji
On bread On dosa
Morning Afternoon
Evening Night
Morning Afternoon
Evening Night
Size Price
Yes No
Gowardhan Britannia
Nutralite Other
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Q .15) Do you find that Amul butter having high cholesterol?
Yes No
Q .16) If Amul come with low cholesterol did you accept it?
Yes No
Q. 17) Do you think that the present cost of product which you p refer is costly? If yes
what will be your ideal price range for 100gm butter pack?
19 to 22 23 to 25
26 to 28
Q. 18) Would you prefer to switch to butter of anther brand if it is cheaper than your
preferred brand without any change in quality & taste?
Yes No
Q .19) is there anything that you feel lacking in your preferred brand
Yes No
Q .20) Dou you fell that company should change their brand name?
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Yes No
Q .21) Amul product with the Red and yellow colure packing its work in the market or
not?
Yes No
Q .22) Why do you fell Gowardhan brand is not as well, dairy product in market as
compare to Amul?
Yes No
70