Professional Documents
Culture Documents
Amul Dodhwala
Amul Dodhwala
A Project Submitted To
University of Mumbai for partial completion of the Degree of
Bachelor of Management Studies
Under the Faculty of Commerce
By
PARVEZ AALAM
Roll No. 04
Studying at
Rizvi Education Society’s
Rizvi College of Arts, Science & Commerce
Rizvi Educational Complex, Bandra (West), Mumbai
I the undersigned Mr. Parvez Aalam here by, declare that the work
embodied in this project work titled
“Consumer Behavior For Amul Milk” , forms my own contribution to
the research work carried out under the guidance of Prof. Sameer
Charania is a result of my own research work and has not been
previously submitted to any other University for any other Degree/
Diploma to this or any other University.
Wherever reference has been made to previous works of others, it has
been clearly indicated as such and included in the bibliography.
I, here by further declare that all information of this document has been
obtained and presented in accordance with academic rules and ethical
conduct.
Date:08/04/2019
_____________________
(Parvez Aalam)
Certificate
This is to certify that Parvevez Aalam has worked and duly completed his Project Work for the
degree of Bachelor of Management Studies under the Faculty of Commerce and his project is entitled,
“CONSUMER BEHAVIOR FOR AMUL MILK” under my supervision
I further certify that the entire work has been done by the learner under my guidance and that no part
of it has been submitted previously for any Degree or Diploma of any University.
It is her/ his own work and facts reported are by her/his personal findings and investigations.
____________________________ ___________________________
Prof.Sameer Charania Prof. Furqan Shaikh
(Project Guide) (BMS Co-ordinator)
____________________________ ___________________________
External Examiner Dr. (Mrs.) Anjum Ara Ahmad
(Principal I/c)
ACKNOWLEDGEMENT
With immense pleasure, I would like to present this project report for AMUL
“GUJRAT CO-OPERATIVE MILK MARKETING FEDERFATION. It has been an
enriching experience for me to undergo my summer training at AMUL, which would
not have possible without the goodwill and support of the people around. As a
student of DISHA SCHOOL OF MANAGEMENT I would like to express my sincere
thanks to all those who helped me during my practical training programme.
Words are insufficient to express my gratitude toward Mr. Venkat Ram, the Depo
Incharge of AMUL Raipur. I would like to give my heartily thanks to Mr. Sourabh
Rajvanshi Sr. Executive Sales, who permitted me to get training at AMUL. I am very
thankful to Mr. B. Rohit , who helped me at every step whenever needed.
At last but not least my grateful thanks is also extended to Prof. Nitin Deshpande
(Vice President Faculty of Management) and my thanks to all my faculty members
for the proper guidance and assistance extended by them. I am also grateful to my
parents, friend to encourage & giving me moral support.
However, I accept the sole responsibility for any possible error of omission and
would be extremely grateful to the readers of this project report if they bring such
mistakes to my notice.
Executive Summary 10
1. General Introduction
Product Profile 23
Consumer Satisfaction 28
7. SWOT Analysis 62
8. Annexure: 63-66
b) Questionnaire
LIST OF THE TABLE
we can plan our each activity according to that. It is also necessary to retain the
The Project is concern with the market analysis of consumer behavior of amul
Title:
Organization:
1.3 Objective:
The Primary objective of study was to find size of consumer of Amul Milk. In the
study my intention was go through the retail network of Amul Milk to know customers
view about
Milk.
The secondary objective was to find customer response towards Amul Milk. My
aim was to go through the customers to know the interest of purchasing & using
Amul Milk. Basically the study was for the demand of Amul Milk among the
in In the year 1946 the first milk union was established. This union was started with 250 liters of milk
per day. In the year 1955 AMUL was established. In the year 1946 the union was known as KAIRA
DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION. This union selected the brand name
AMUL in 1955. The brand name Amul means “AMULYA”. This word derived form the Sanskrit word
“AMULYA” which means “PRICELESS”. A quality control expert in Anand had suggested the brand name
“AMUL”. Amul products have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder,
Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul
Milk and Amulya have made Amul a leading food brand India. (The total sale is Rs. 6 billion in 2005). Today
Amul is a symbol of many things like of the high-quality products sold at reasonable prices, of the genesis of a
vast co- operative network, of the triumph of indigenous technology, of the marketing savvy of a farmers'
organization. And have a proven model for dairy development (Generally known as “ANAND PATTERN”).In
the early 40’s, the main sources of earning for the farmers of Kaira district were farming and selling of milk. That
time there was high demand for milk in Bombay. The main supplier of the milk was Polson dairy limited, which
was a privately owned company and held monopoly over the supply of milk at Bombay from the Kaira district.
This system leads to exploitation of poor and illiterates’ farmers by the private traders. The traders used to beside
the prices of milk and the farmers were forced to accept it without uttering a single word. However, when the
exploitation became intolerable, the farmers were frustrated. They collectively appealed to Sardar Vallabhbhai
Patel, who was a leading activist in the freedom movement. Sardar Patel advised the farmers to sell the milk on
their own by establishing a co-operative union, Instead of supplying milk to private traders. Sardar Patel sent the
farmers to Shri Morarji Desai in order to gain his co-operation and help. Shri Desai held a meeting at Samarkha
village near Anand, on 4th January 1946. He advised the farmers to form a society for collection of the milk.
These village societies would collect the milk themselves and would decide the prices at which they can sell the
milk. The district union was also form to collect the milk from such village co-operative societies and to sell
them. It was also resolved that the Government should be asked to buy milk from the union. However, the govt.
did not seem to help farmers by any means. It gave the negative response by turning down the demand for the
milk. To respond to this action of govt., the farmers of Kaira district went on a milk strike. For 15 whole days
not a single drop of milk was sold to the traders. As a result the Bombay milk scheme was severely affected. The
milk commissioner of Bombay then visited Anand to assess the situation. Having seemed the condition, he
decided to fulfill the farmers demand. Thus their cooperative unions were forced at the village and district level to
collect and sell milk on a cooperative basis, without the intervention of Government. Mr. Verghese Kurien
showed main interest in establishing union who was supported by Shri Tribhuvandas Patel who lead the
farmers in forming the Co- operative unions at the village level. The Kaira district milk producers union was thus
established in ANAND and was registered formally on 14th December 1946. Since farmers sold all the milk in
Anand through a co-operative union, it was commonly resolved to sell the milk under the brand name AMUL. At
the initial stage only 250 litres of milk was collected everyday. But with the growing awareness of the benefits of
the cooperativeness, the collection of milk increased. Today Amul collect 11 lakhs litres of milk everyday. Since
milk was a perishable commodity it becomes difficult to preserve milk flora longer period. Besides when the milk
was to be collected from the far places, there was a fear of spoiling of milk. To overcome this problem the union
thought out to develop the chilling unit at various junctions, which would collect the milk and could chill it, so as
to preserve it for a longer period. Thus, today Amul has more than 150 chilling centres in various villages. Milk
is collected from almost 1073 societies. With the financial help from UNICEF, assistance from the govt. of
New Zealand under the Colombo plan, of Rs. 50 millions for factory to manufacture milk powder and
butter was planned. Dr.Rajendra Prasad, the president of India laid the foundation on November 15,
1954. Shri Pandit Jawaharlal Nehru, the prime minister of India declared it open at Amul dairy on
November 20, 1955.
ACHIEVEMENTS:
Amul : Asia’s largest dairy co-operative was created way back in1946 to make the milk producer self-
reliant and conduct milk- business with pride. Amul has always been the trend setter in bringing and
adapting the most modern technology to door steps to rural farmers. Amul created history in following
areas:
Amul is the live example of how co-operation amongst the poor marginal
farmers can provide means for the socio-economic development of the under privileged
marginal farmers
AWARDS:
Amul a co-operative society and its co-operation has led many different awards in its favor.
1988: “Best Productivity” awarded for the second successive year 1986-87
by the president of India, Mr. R. Venkatrao to kaira union.
1993: “ICA” Memenoto towards genuine and self sustaining co- operative
worldwide ICA regional office for Asia and pacific, New Delhi, 1996.
Moreover the Amul union has achieved the prestigious ISO 9001-2000 and
HACCP Certificate and effects are got to obtain ISO 14000.
Amul in abroad:
19
Amul has been able to:
village societies. Basically the union and cooperation of people brought Amul into fame i.e.
AMUL (ANAND MILK UNION LIMITED), a name which suggest THE TASTE OF
INDIA.
Plants:
20
21
22
23
24
25
26
27
Second plant is at MOGAR, which engaged in manufacturing chocolate,
nutramul, Amul Ganthia and Amul lite.
28
Third plant is at Kanjari, which produces cattelfeed.
29
Today, twelve dairies are producing different products under the brand name Amul.
Today Amul dairy is no. 1 dairy in Asia and no. 2 in the world, which is matter of
proud for Gujarat and whole India.
PRODUCT PROFILE:-
30
31
CHAPTER – 2
32
CONSUMER
BEHAVIOUR
Buyer behavior is reflected from awareness right through post purchase evaluation
indicating satisfaction and non satisfaction , from purchaser
Consumer behavior is basically social in nature hence the social factors play
important roles in shaping buying behavior
33
Buyer behavior includes both customer and industrial behavior.
Marketing managements work around consumers which is actually the market for them
customer - the purchaser of product or service , may or may not be the end user
Firms need to go into deep of consumer behavior to analyze and act to achieve
objectives
34
Consumer behavior can be said to be the study of how individual make decision on how to
spend their available resources (time, money, effort) on various consumption related items.
This simple definition of consumer behavior tells the markets to resolve every activity around
the ultimate consumers & gauge their behavior by specially focusing on:
These questions will help in understanding better what factors influences the decision
making process of the customers. The decision making process identifies the number of
people who are involve in this process & describes a role to them like users, decides,
influences & buyers.
It is believed that consumers or customers make purchase decision on the basis of receipt of a
small number of selectivity chosen pieces of information. Thus it will be very important to
understand what & how mush them to evaluate the goods & services offerings.
For industrial buyers the process is almost similar only with addition of re- buy,
35
FACTOR INFLUENCING BUYING BEHAVIOR:-
Individual factors
Environmental factors
CONSUMER SATISFACTION:-
All business firms have realized that marketing is a core element of management philosophy
& the key to its success lies in focusing more & more on the customers. That is, it will be the
customer who will decide where the firm is heading. Thus the challenge before the marketer
is to ensure that they should satisfy every customer.
Satisfaction is an important element in the evaluating stage. Satisfaction refers to the buyers
state of being adequately rewarded in a buying situation for the sacrifices he has made one
the customer purchase & use the product they may then become either satisfy or dissatisfied.
36
The result of satisfaction to customer form the purchase of the product or services is that
more favorable post-purchase attitude, higher purchase intention & brand loyalty to be
exhibited that the same behavior is likely to be exhibited in a similar purchasing situation.
The term ‘consumer’ is a typically used to refer to someone who regularly purchase from a
particular store or company.
Customers are people who are happy with the product & services & are willing to come back
& pay for it again.
Today the firms aim to give satisfaction to the customer through marketing concepts. The
firm try to help the buyers in the solving the problem then competitors. The marketers must
see that consumers with purchasing power constitute a potentials buyers are identified. It is
essential for the marketer to carry out the business in such a way that they give satisfaction to
consumers needed. When a firm markets a product or service it should aim to enjoy
consumer’s satisfaction & profit maximization.
CONSUMER RESEARCH:-
Consumer research is the methodology used to study consumer behavior research offer set
diverse to identify consumer needs it is used to identify both felt & unfelt needs, to learn how
consumers. Perceive product & brand & stores. What their attitudes are before and after
promotional campaigns & how & why they make their consumption decision.
37
CHAPTER-3
38
MARKETING
RESEARCH
MARKETING RESEARCH:-
Marketing research plays an important role in the process of marketing. Starting with
market component of the total marketing talks. It helps the firm to acquire a better
understanding of the consumers, the competition and the marketing environment.
DEFINITION
“Marketing research is a systematic gathering, recording and analysis marketing
problem to facilitate decision making.”
39
“Marketing research is a systematic problem analysis, model building and fact finding for the
purpose of important decision making and control in the marketing of goods and services.
-Phillip Kotler.
Defining the Marketing Problem to be tackled and identifying the market research
problem involved in the task.
1) Define the problem and its objectives :- This includes an effective job in
planning and designing a research project that will provide the needed information. It also
includes the establishment of a general framework of major marketing elements such as the
industry elements, competitive elements, marketing elements and company elements.
2) Identify the problem :- Identifying the problem involves getting acquainted with the
company, its business, its products and market environment, advertising by means of library
consultation and extensive interviewing of company’s officials.
40
3) Determining the specific Information needed :- In general the producer, the
manufacturer, the wholesaler and the retailer try to find out four things namely :-
(1) What to sell
Primary Data:- Primary data’s are those which are gathered specially for the project
at hand, directly – e.g. through questionnaires & interviews. Primary data sources
include company salesman, middleman, consumers, buyers, trade association’s
executives & other businessman & even competitors.
Secondary Data:- These are generally published sources, which have been collected
originally for some other purpose. Source are internal company records, government
publication, reports & publication, reports & journals, trade, professional and business
associations publications & reports.
B) Observation
C) Experimentation
41
B) Observation Method:- The research data are gathered through observing and
recording their actions in a marketing situation. This technique is highly accurate. It is rather
an expensive technique.
C) Experimental Method:- This method involves carrying out a small scale trial
solution to a problem, while at the same time, attempting to control all factors relevant to the
problem. The main assumption here is that the test conditions are essentially the same as
those that will be encountered later when conclusions derived from the experiment are
applied to a broader marketing area.
D) The Panel Research:- In this technique the same group of respondents is contacted
for more then one occasion; and the information obtained to find out if there has been any in
their taste demand or they want any special quality, color, size, packing in the product.
a) Preparation of questionnaire
b) Presetting of questionnaire
42
a) The title of research
43
d) The methodology used
f) A table of contents along with charts and diagrams used in the reports
The researchers, in the last stage, should follow up this study to find if his
recommendation are being implemented and if not, why
44
CHAPTER-4
45
RESEARCH
METHODOLOGY
RESEARCH METHODOLOGY:-
RESEARCH PROBLEM
Seek the general perception of consumer towards Amul Milk.
To know the consumer psyche and their behaviour towards Amul Milk .
46
Other competitive brands .
Information requirement
First, I had to know about all the competitors present in the Milk segment
(Reputed and well established brands as well as Local brands).
Before going for the survey I had to know the comparative packs and prices
of all the competitors existing in the market.
Since Milk is a product that used daily hence I had to trace the market and segment it,
which mainly deals with people of various age groups.
The main information needed is the various types of brands available in the market,
their calorific value and various other facts.
As Amul milk advertisements are mainly done through hoardings but on television the
advertisement is being telecasted timely and on the proper time or not.
47
RESEARCH DESIGN
A Research design specifies the methods and procedures for conducting a particular study. It
is a map (or) blue print to which the research is to be conducted. Descriptive research design
has been considered as a suitable methodology for present study and for data analysis.
SAMPLING DESIGN
The sampling design used was Convenience sampling, which is a non-probability sampling
method. The convenience factors were the availability and approachability of the
respondents.
POPULATION
All types of outlets that stock and sell Amul milk in the markets. The outlets have been
classified into as follows
48
49
SOURCES OF DATA
Primary sources
The primary data was collected through questionnaires. They were filled using the scheduled
method of data collection by the researcher.
Secondary sources
The secondary sources were used only for collecting information regarding the sample;
they were however not used for analysis
ANALYSIS TECHNIQUES
Quantitative analysis is performed using the data collected at each outlet to estimate
the presence of Amul milk.
Tools Utilized
Percentage Analysis
Graph Chart
50
SAMPLING
51
FIELD WORK- METHOD USED FOR DATA COLLECTION
o I visited as many respondents as I can and asked them their real likings about
any milk and also got an idea.
o People were not willing to answer, when they were contacted between 1.00
pm to 5.00 pm, the time when most of the people take rest during the
scorching heat.
52
CHAPTER-5
DATA
ANALYSIS
AND
INTERPRETATION
53
DATA ANALYSIS AND INTERPRETATION:-
The collected data were not easily understandable, so I like to analyze the collected
data in a systematic manner and interpreted with simple method.
The analysis and interpretation of the data involves the analyzing of the collected data
and interpretation it with pictorial representation such as bar charts, pie charts and others.
GENDER:
Gender play vital role in purchase decisions. Gender classified on sex basis
i.e. male and female. Gender classification is requiring to marketer because different gender
exhibits different perception towards products. In classification of gender the following
number is used to know their perception.
Male 35 35
Female 65 65
INTERPRETATION:
54
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.
80
60
d
n
sp
e N
.fR
o
Male
t
40
65 Female
20
35
0
Male Female
OCCUPATION:
55
Occupation No. of. respondents Percentage
%
Business 20 20
Employee 10 10
House wife 65 65
Others 05 05
INTERPRETATION:
20% of the respondents are businessmen, 10% of the respondents are employees, and
65% of the respondents are house wives, 05% of the respondents are others group.
INCOME:
56
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 .
Below 5000 38 38
5001-10000 30 30
10001-15000 21 21
INTERPRETATION:
As per the data 38% of the respondents earn per month below 5000, 30% of the
respondents earn 5001 to 10000, 21% of the respondents earn above 10001 to 15000. 11% of
the respondents earn 15000 & above. From the above table we can conclude that majority of
the respondents’ monthly income group of below 5000 and more than 5000 to 10000.
57
GRAPH NO: 5.3
PURCHASING FACTOR:
58
Analysis of Factors to Buy AMUL Milk
Quality 38 38
Brand image 28 28
Price 20 20
Easy availability 14 14
30 28
25
No. of
20 20
15 14
10
5
0
Quality Brand Price availability
image
Factors
38% of respondents buying AMUL Milk 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.
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.
1 Litre 70 70
2-4 Litre 10 10
60
Analysis of Average Consumption of Milk Per Day
70
No. of Respondents 70
60
50
40
30
20
20
10
10
0
1 LITRE 2-4 LITRES MORE THAN
4 LITRES
Consumption
Graph no.5.5
INTERPRETATION:
70% of the respondents are consuming one litre per day. 10% of the respondents are
consuming two to four litres per day. 20% of the respondents are consuming more than four
litres per day.
From the above table we can conclude that majority of the respondents were
consuming one litre per day.
61
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.
6 Months 05 05
1-2 Years 15 15
3-4 Years 20 20
INTERPRETATION:
As per the data gathered, out of 100 respondents, 05% of the respondents buying
since last six months, 15% of the respondents from one to two years, 20 % of the respondents
from three to four years, 60% of the respondents buying AMUL Milk & Milk products from
more than four years.
From the above table we can conclude that majority of the respondents consuming
AMUL Milk & Milk products more than four years.
62
Analysis of Purchase Duration of the Milk Products
60 60
50
No.of Respondents
40
30
20 20
15
10
5
0
6 1-2 3-4 More
Months Years Years than 4
years
Consumption
63
The behaviour of users after his commitment to a product has been collected with
respect product and terms of satisfaction with rating scale. The following are the data
obtained related to AMUL Milk.
Excellent 25 25
Good 48 48
Average 22 22
Poor 05 05
INTERPRETATION:
25% of the respondents rated that AMUL Milk & Milk products are Excellent.
48% of the respondents rated as good, 22% of the respondents rated as Average
Quality. 05% of the respondents rated that AMUL Milk & Milk products are Poor.
From the above table we can conclude that majority of the respondents rated
AMUL Milk & Milk products are of Good Quality.
64
Analysis of Rating towards Amul Milk Products
50
45
40
No.of Respondents
35
30
25 48
20
15
25 22
10
5
5
0
Excellent Good Average Poor
Rating
Graph no.5.7
Consumers always think while paying price to the products such as how much
we are paying towards products and how much we are getting. This data is gathered
to know what value they are receiving from the AMUL Milk.
65
Analysis of Value for Money Paid by the Respondents
Yes 96 96
No 04 04
INTERPRETATION:
96% of the respondents feel that they get the value for money they paid. Only
04% of the respondents feel that they are not getting the value for money what they
paid.
From the above table we can conclude that majority of the respondents are
agreed that they are getting the value for money they paid.
66
Analysis of Value For Money Paid By
The Consumers
100 96
80
Respondents
No. of
60
40
20
4
0
Yes No
Response
Post experience & benefits will help organization in obtaining the additional
sale. In this connection feedback its act as an influence to others to adopt the
product the user survey has conducted to identify what an extent user recommends
to others. The data has been extracted & it is as follows.
Analysis of Recommendations
Yes 97 97
No 03 03
67
INTERPRETATION:
97% of the respondents were recommended Amul milk and, 03% of the
respondents were not recommended Amul milk and products to others.
From the above table we can conclude that majority of the respondents were
recommended Amul milk.
Analysis of Recommendations
100 97
No.of Respondents
80
60
40
20
3
0
Yes No
opinions
INTERPRETATION:
97% of the respondents were satisfies with the AMUL Milk. 03% of the
respondents were not satisfies with the AMUL Milk.
From the above table we can conclude that majority of the respondents were
satisfied with the AMUL Milk.
68
CHAPTER-6
FINDINGS,
SUGGESTION
AND
CONCLUSION
69
FINDINGS:-
First I would like to present my survey findings. The main findings of my survey are
as follows:
1. It is findings in the survey that females are the main decision maker for the milk. As
per the data, 65% of female and 35% of male makes purchase decision.
2. Based on the occupation of the customer, it is found in the survey that 65% are the
housewives and 35% are from various occupations such as a businessman,
employee etc for the Amul Milk.
3. Incomes less than 5000 to 10000 are more attracted to Amul Milk. As per the data,
79% of the respondents’ income is under this group.
4. The main purchasing factors for the Amul Milk are Quality and Brand image. The
data reveals that 42% influences on Quality and 32% influenced for the Brand.
5. 88% of the total respondents are using product since from a long time. The majority
of the respondents are using Amul Milk & Milk products from more than 3 years.
6. 96% the respondents think that purchasing Amul milk is value for the money i.e.
Amul milk is valuable product for them.
7. It is found in the survey that customer are influencing through Word of Mouth.
70
SUGGESTIONS:
1. Milk purchasing decisions are more decided by women rather than male, because
she act as a invigilator, execute her decision and influence the same to the purchase
while ascertaining the quality, freshness and price. Hence, I suggest GCMMF to
concentrate more on the women and men suggestions for designing the marketing
strategy, because women’s role in the house is dominant, even in the various
decisions.
2. Occupation of the user influences the purchase decisions. The particular occupation
plays a vital role in deciding the product or services. Women segment are influencing
more on milk. Therefore, an occupation is the factor influencing the product.
3. Income of the people decides the purchasing power. The high income prefers to
purchase product with the quality, freshness, thickness, etc. and vice versa. So I
suggest Amul to concentrate also on low income segment to capture market and
position themselves in the minds of the customer with required quality and quality
milk.
4. Since Amul is having loyal customers and therefore should concentrate more on this
factor through various potential programmes such as campaign, premium packs,
offers etc., this helps to increase the loyalty towards the Amul products.
5. Milk is having high demand and it is considered as a very essential products. In
present practice, purchase of milk is through dealers. In this connection dealers
approach towards the product.
6. Customer is influential, hence I suggest Amul to look after the dealers issue with due
care.
7. When product possesses quality and other important attributes naturally they
propaganda about product through word of mouth and vice versa. Therefore if the
quality and attributes are fine tuned according to the needs will help the Amul to get
reputation and addition market.
8. Introduction of various economic products lies may help Amul to attract the existing
and new customers and may attract all income level groups. Hence I suggest
management to introduce new product line which can satisfy the entire group.
71
CONCLUSION:-
From the survey conducted it is observed that Amul milk has a good
market share.
Finally I conclude that, majority of the customers are satisfied with the
Amul milk and Milk products because of its good quality, reputation, easy
availabilities. Some customers are not satisfied with the Amul Milk because of
high price, lack of dealer services, spoilage and low shelf life etc. therefore, if
slight modification in the marketing programme such as dealers and outlets,
promotion programmers, product lines etc., definitely company can be as a
monopoly and strong market leader.
Amul has also to take care of its competitors into consideration and more importantly
its customers before making any move.
72
CHAPTER-7
STRENGTH:-
Brand name.
WEAKNESS:-
THREATS:-
Sanchi
Dinshaw
Pawan
Venus
Abis
OPPORTUNITY:-
Capture the market where supply of milk is nil.
73
ANNEXURE
74
BIBLIOGRAPHY & WEBLIOGRAPHY
75
QUESTIONNAIRE
Dear Sir/Madam,
DSM
Name :-
Address: -
Age :- Gender :-
Contact No.: -
76
a) Doorstep
b) From retailer
77