Silesian university in opava

School of Business Administration in Karviná

Title of the MT

Master’s Thesis

Karviná 20 20 Name Surname (of a student)

 Silesian university in opava

School of Business Administration in Karviná

Study Programme: Economics and Management

Field of Study: Business Economics and Management

Name Surname STYLEREF "Pravý styl" \* MERGEFORMAT STYLEREF "Pravý

styl" (of a student)

Influence of Sales Promotion on Brand Awareness and

Customer Loyalty of AMUL Limited

Master’s Thesis

Karviná 2023 Supervisor of the Master’s Thesis:

Supervisor’s name including titles
Abstract

This thesis investigates customer purchasing behaviour regarding Amul Products

with a focus on India. For data gathering, an easy sampling approach tool was used. The
research study size in this case is 100 consumers. The information is gathered using an
online survey. The purchasing behaviour is positive, indicating that consumer
purchasing behaviour is strong. The item's advertising strategies can be adjusted to
boost the company's sales as much as possible. As a result, the project indicates that
customer purchasing behaviour is positive, and the good has a solid reach in India.
Purchase behaviour among consumers is the totality of a customer's views, tastes,
intentions, and decisions surrounding market behaviour when purchasing an item or
services. The behaviour of consumer research draws on the behavioural science fields of
anthropological studies, behavioural science, sociology, and economics. Consumer
behaviour is a vastly researched area. It enables businesses to learn how consumers
purchase their products or services. Daily, consumers make purchasing decisions, and
numerous individuals are unaware of the elements that influence their choices.
Table OF Content

Introduction 1
1. Sales Promotion Strategies and Their Influence on Brand Awareness 2

1.1 Types of Sales Promotion 3

1.2 Pros of Sales Promotions 4

1.3 Cons of Sales Promotions 5

1.4 Example of a Sales Promotion .................6

1.5 Strategies for Sales Promotion .........................6

1.6 Techniques For Promoting Sales ........................7

1.7 Promotional Activities for Sales .......................7

1.8 Trade-Oriented Sales .......................10

1.9 Integrated Marketing Communication .......................11

1.10 Sales Promotion ........13

1.10.1 The Importance of Sales Promotion in the Promotional Mix ........13

1.11 Dissemination of Information 15

1.12 Factors Influencing Sales Promotion Effectiveness 17

1.13 Relationship between Advertising, Sale Promotion and Brand Equity 18

1.14 Conceptual Framework 20

2. Overview of Amul 21

2.1 History 21

2.2 Amul – Business Model 22

2.2.1 The White Revolution's History 22

2.2.2 The Goals of the White Revolution in India 23

2.2.3 Various Stages of the White Revolution 23

2.3 Structure of The Organization 24

2.3.1 The Five Pillars of Amul’s Business Model 24

 2.3.2 The Three-tier "Amul Model" 25
2.3.3 Structure of the Organization 26
2.4 The “Three – Tier” Amul Model 26

2.4.1 Village Dairy Cooperative Society (VDCS) 26

2.5 Sales Promotion Strategies Employed by Amul27

3. Research Methodology 29

3.1 Identification of Research Problem.......................................................................29

3.2 Methodology........................................................................................................30

3.3 Literature Review.................................................................................................31

3.4 Specifying the Purpose of Research......................................................................31

3.5 Determine Specific Research 32

3.6 Research Design Research 32

3.7 Research Process 32

3.8 Exploratory Research 33

3.8.1 Primary Data 33

3.8.2 Secondary Data 33

3.9 Determination of The Sample Plan and Sample Size Target Population 33

3.9.1 Sample Size 34

3.9.2 Sampling Technique Size 34

3.9.3 Errors in The Study 34

3.9.4 Mistake of the Questionnaire 35

3.9.5 Mistake of the Respondent 35

3.10 Reporting and Evaluating Research35

3.11 Analysis Design Exploratory Definitive Research Design Definition Causal

Research 35

3.11.1 Limitations to the Analysis 35

3.12 Sampling Error 36

 3.13 Review of Literature 36

3.14 Secondary Data Analysis 39

3.15 Findings Analysis45

Conclusion........................................................................................................................45
Refrences..........................................................................................................................47
Questionary......................................................................................................................53
 1

Introduction

Purchase behaviour among consumers is the totality of a customer's views,

tastes, motives, and decisions surrounding consumer behaviour when purchasing an
item or service. Consumer behaviour research draws on the social science fields of
anthropological study, psychological science, sociology, and finance. The behaviour of
consumers is a vastly researched area. It enables businesses to learn how consumers
make purchasing decisions for the goods or services they sell. Managers of marketing
are usually curious about consumer behaviour in order to plan stronger advertising and
communication strategies and messaging about the goods and services they sell. Every
day, consumers make purchasing decisions, and many people are unaware of the
elements that influence their choices. Typically, psychological, social, cultural, and
environmental aspects influence consumer purchasing behaviour. Purchasing things
requires customers to conduct research to find the best alternative available, and they
may consider a variety of aspects in the process of making a choice.

This thesis investigates which interpersonal, cultural, specific, or psychological

variables have the most influence on customer choice-making when selecting AMUL
Dairy goods. The study is done to highlight the essential components that consumers
value and to help the product supplier grasp all aspects of client behaviour towards the
Amul organization by identifying the factors influencing buyer behaviour. A greater
awareness of buyer behaviour would allow marketers to create the desired and
appealing pricing strategy for consumers, as well as sustain company operations in
accordance with client needs. The primary purpose of this thesis is to examine the sales
promotion variables that influence consumer brand understanding and devotion, as well
as to investigate consumer awareness of sales promotions relevant to certain products.
The study's approach relies on secondary as well as primary information. Primary data
was obtained by a survey to gather participants' well-considered opinions. Secondary
data will be gathered from the business itself. The theoretical element will investigate
how the corporation uses advertising strategies to build consumer trust and retain
consumers.
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1. Sales Promotion Strategies and Their Influence on

Brand Awareness

Sales promotion techniques are marketing actions that are aimed to increase
product or service sales. When performed correctly, these methods can have a major
impact on brand awareness.
Sales promotion and client loyalty are two significant marketing ideas that
are intertwined. The many strategies and tactics employed by businesses to stimulate
and enhance sales of their products or services are referred to as sales promotion.
Customer loyalty, on the other hand, is a measure of a customer's commitment to a
brand or company, and it indicates their desire to make repeat purchases and engage
in continuous business interactions with that brand (Aydın, 2022).
Sales promotions, including as discounts, rebates, premiums, and samples,
are often considered as short-term incentives to increase product or service sales.
There are several ways to categorise sales promotions; the most fundamental is to
divide them into trade and consumer promotions. Consumer promotions are directed
at consumers and are intended to persuade them to buy the marketer's brand. Trade
promotions are intended to encourage distributors and retailers to carry a product
and go above and above to promote it to their customers. The majority of marketing
campaigns combine both trade and consumer advertising. The distinction between
the two is mostly determined by who is targeted in the marketing channel: the
consumer or the store.
Consumer promotions are pull promotions in the sense that they directly
attract the consumer to purchase the product, hence drawing the brand via the
channel. Trade promotions are push promotions in the sense that they give
incentives for retailers to offer special prices and push products through the channel.
While producers are more concerned with brand performance, retailers are looking
for individual brands that will provide larger profit margins and be more effective at
boosting store performance or attracting and maintaining high-value customers.
Brand advertising, public relations, sales force incentives, and consumer and trade
promotions are all methods used by manufacturers.
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1.1.Strategies for Sales Promotion

Sales promotions, as we have seen, come in a wide variety, and can be employed
as a sales technique at any step in the sales process. It is therefore critical to be informed
of best practises, activities, and tactics that will ensure the success of your promotions
(Buil et al., 2013).Three key principles assist firms in their effort to catch consumer
attention and increase sales in the realm of sales promotion strategies. The pull strategy
relies on directly luring clients away from competitors by giving discounts, BOGO
offers, or other promotions, making it a widely used tactic across industries. The push
strategy, on the other hand, concentrates about propelling things from the company to
the client via B2B sales channels. The parent business incentivizes distributors and
retailers to take on additional inventory and sell it to end consumers in this method. As
the name implies, the hybrid strategy combines components of both push and pull
techniques. In this case, the corporation adopts a push approach to efficiently transfer
products via distribution networks while also.

1.2Promotional Activities for Sales

Time Your Promotions to Coincide with Significant Dates in Your Market: Use
your annual sales data to determine when your customers are most likely to buy and
plan your promotions accordingly. Michael's Craft Store is an excellent example. They
are particularly adept at promoting seasonal sales specials on themed decorating items at
the start and end of each holiday season.
Create a Loyalty Programme to Reward Your Customers: A loyalty programme
is a simple method to show your customers that you care, and it can be designed in
nearly any way you want. Even if you are unable to offer discounts, you may utilise a
loyalty programme to notify customers about deals, new goods, and corporate
milestones.
Consumer-Oriented Sales Promotion: There are two types of sales promotion.
The first type of sales promotion is consumer-oriented, with the consumer drawing the
product through marketing channels. The second type is trade-oriented, with the goal of
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getting the goods to the consumer via the channel. Consumer-oriented sales promotion
gives the buyer an immediate incentive to buy a product. The idea is for the consumer to
look for the product and "pull it" through the marketing channel. There are numerous
types of consumer-oriented sales promotion (Octavia et al., 2020).
Coupons: Coupons' purpose is to cut the price of a product and encourage the
buyer to make an immediate purchase. The primary purpose is to raise revenue quickly,
attract repeat purchases, or test new product versions. When consumers use coupons,
they recognise the savings when they use the coupon at the moment of purchase.
Coupons are available in a variety of formats, including printed, digital, and mobile.
Manufacturers can measure the efficiency of the coupon offer and the manner of
delivery because a coupon must be used to earn the incentive.
Hello fresh: sends a direct mail piece including a coupon for 16 free meals.
When customers sign up for the home delivery meal plan, they are demonstrating how a
coupon can be utilised to raise brand awareness and recruit new customers. The direct
mail may also include a code to be entered online in order to take advantage of the offer
digitally.
Samples: Samples are frequently used to encourage the trying of a new product.
This strategy can be quite useful for increasing sales volume and assisting with
improved distribution during the early stages of a product's life cycle. Samples might be
distributed in stores, during events, or by mail. This is a costly method of sales
promotion, yet it can be extremely efficient at influencing purchase. Costco frequently
has samples in its aisles and at the point of sale as customers shop. Another example is
Creminelli Fine Meats' distribution of complimentary tiny packs of salami during the
2022 SXSW conference in Austin, Texas, to promote the company's line of 'charcuterie-
grade snacking' items. White Claw Hard Seltzer was a corporate sponsor of the event,
and attendees were given free samples of new flavours such Passion Fruit (Hui et al.,
2013).
Premiums: Premiums are goods that are provided for free or at a low cost in
conjunction with the purchase of a product. McDonald's Happy Meal toys and Cracker
Jack ("The more you eat, the more you want") with a prize inside are two of the most
well-known premiums.7 Premiums are excellent for acquiring new customers and
rewarding customer loyalty. Customers who wanted to collect all of the toys in a series
became very loyal to the Happy Meal item.
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Contests: Contests encourage customers to compete for prizes by putting their

skills to the test. Customers can engage with items and become invested in the process
of trying to win something valuable by using contests. Contests are frequently used in
conjunction with other sales promotion strategies, such as coupons. Doritos frequently
includes a contest in their advertising. Pepperidge Farm asked customers to
#GoForTheHandful and perform an Instagram duet with professional basketball player
Boban Marjanovic. The idea was to see if consumers could handle more Goldfish
crackers in their tiny hands than the pro basketball player's enormous hands. Winners
received a year's supply of Goldfish as well as the title of Official Goldfish
Spokesperson. Competitions are focused on analytical or artistic abilities.
Sweepstakes: Sweepstakes differ from contests in that they are dependent on
chance rather than talent. Sweepstakes are used by businesses to improve sales volume
in the near term. Sweepstakes require contestants to enter their names into a drawing for
prizes. One of the most well-known sweepstakes is hosted by Publishers Clearing
House. The company's ultimate goal is for customers to order magazines; however,
purchasing a magazine is not required to compete and win the $1 million cash prize.
When customers participate to win, Publishers Clearing House is able to add them to its
mailing list.
Loyalty Schemes: Loyalty programmes are becoming increasingly popular. Most
loyalty programmes today are linked to a smartphone app. The allure of loyalty
programmes is that when customers spend, they earn points towards something for free.
Wired Coffee Bar, for example, gives customers $5 off a product when they purchase
$50 in-store.
Point-of-Sale Displays: For decades, point-of-purchase displays have been a
fixture in retail aisles. The point-of-purchase display allows manufacturers to promote
their items in a way that distinguishes them from the rest of the merchandise in the
store. Companies usually use the point-of-purchase promotion approach to offer new
products to the market. Outdoor signs, window displays, countertop containers, display
racks, and self-serve cartons are all examples of point-of-purchase presentations. A
good point-of-purchase display attracts customers and improves the brand image of the
goods being supplied.
 6

Rebates: Rebates offer some form of reimbursement for the cost of a product in
exchange for the consumer providing particular information regarding the time,
location, and price of the goods purchased. Typically, the consumer must submit the
rebate form by a specified period and attach purchase receipts or bar codes. Rebates
typically entice consumers to purchase a product since it is being supplied at a perceived
lower price. Consumers frequently fail to submit the requisite paperwork to get the
reimbursement because they perceive the process to be too time-consuming.
1.3 Integrated Marketing Communication

Consumer sales promotions come in a variety of ways, including

nonmonetary and monetary incentives. Monetary promotions include coupons,
rebates, and discounts, whereas nonmonetary promotions include samples,
premiums, displays, sweepstakes, and contests. The latter are less likely to be
compared to the product's original price and viewed as a separate gain or reward for
a purchase.
According to several studies, buyers respond to sales promotions because of
the benefits they give. The distinction between utilitarian and hedonic advantages is
a frequent description of consumer benefits. Nonmonetary and monetary advertising
both offer customers a variety of utilitarian and hedonic rewards (Kitchen &
Burgmann, 2015).
Utilitarian advantages are essentially instrumental, functional, and cognitive
in nature; they add value to the client by serving as a means to an end. Hedonic
advantages are no instrumental, experiential, and affective; they are valued solely
for their own sake, with no concern for their practical applications.
Organizations use advertising to make their goods and services more
common with consumers. Communication from brands can help promote products
and services that appeal to consumers. The process entails finding those who are
most suited to purchase items or services (also known as target customers) and
marketing the company's name amongst them using any of the following
methods (Suchanek & Kralova, 2023):

 Advertising
 Sales Promotion
 Public Relation
 7

 Direct Marketing
 Personal Selling
 Social media, and so on

Integrated marketing outreach refers to integrating all brand promotion

tactics to promote an item or service amongst target clients. All parts of marketing
communication collaborate in an integrated marketing communication to boost sales
and maximize cost-effectiveness.
Various Components of Integrated Marketing Communication:
The Basis - As the name implies, the foundation stage entails a thorough
examination of both the product and the target market. Marketers must understand
the brand, its offers, and its customers. You must understand the target clientele's
requirements, views, and aspirations. Keep a tight eye on your competitors' activity.
Corporate Culture - Product and service features should be consistent with
the organization's work culture. Every organisation has a vision, and marketers must
keep this in mind while developing products and services. Let us look at an example
to assist us understand.
Organisation A's vision is to foster a green and clean environment. Naturally,
its products must be environmentally benign and biodegradable in accordance with
the organization's objective (Rajagopal, 2020).
Brand Focus - The brand's corporate identity is represented by Brand Focus.
Consumer Experience - Marketers must concentrate on the consumer
experience, which refers to how people feel about the product. A buyer is more
inclined to purchase a product that has appealing packaging. Customer expectations
must be met and exceeded by products.
Communication Tools - Communication tools include numerous techniques
of marketing a certain brand, such as advertising, direct selling, and promoting
through social media platforms such as Facebook, Twitter, and Orkut, among others.
Promotional Tools - Different promotional tools, such as trade promotions
and personal selling, are used to promote brands. Organisations must improve their
relationships with their customers and external clients.
Integration Tools - Organisations must keep track of customer comments
and evaluations on a regular basis. You will require specialised software, such as
 8

customer relationship management (CRM), to measure the performance of various

integrated marketing communications tools.
Integrated marketing communication allows all components of the marketing
mix to operate in unison to effectively promote a certain product or service among
end-users.

1.4 Sales Promotion

Sales promotion, as defined, includes various activities intended to stimulate
short-term behavioural response from consumers, trade distributers, wholesalers, and
merchandise. Sale promotions are interim and intended to influence immediate
behaviour. It inspires now action and provide shoppers with exceptional value in the
short-term, improving the shopping experience. It is not only used by consumers
packaged goods (CPG) companies but also by many businesses including reassurance,
online companies. Every business uses different advertising strategies to attract and
retain customers. (Shimp & Andrews,2013)
In the ever-changing and tremendously aggressive world of business and
marketing, companies are constantly seeking effective techniques to market their brands
while keeping client loyalty. Brand awareness and consumer loyalty are critical to long-
term success. Sales incentives are a common marketing strategy that includes rebates,
coupon competitions, freebies, and special offers. These strategies are meant to excite
consumer interest, increase sales, and eventually affect how people perceive an
organization and how loyal they are (Buil et al., 2013).
Sales promotion is a marketing strategy that tries to boost revenues in the near
future. The only campaign that is totally focused on creating a clear push for customers
to buy anything is sales marketing. Sales promotion can be directed at intermediaries
using a push strategy or directly at customers using a pull strategy. Marketers frequently
combine sales marketing with other types of promotion. When McDonald's advertises
"Free chips on Fridays if they order an item from the menu via the app," for example, it
is merging marketing and sales campaigns to encourage consumers to use the app and
increase Friday sales.
1.4.1 The Importance of Sales Promotion in the Promotional Mix
 9

Many of the promotion strategies included in the mix are educational in nature.
When additional approaches are used with sales advertising, there is a clear and
immediate call to action to purchase the items. Companies who need to create sales
rapidly will benefit from sales advertising. Sales promotion is a very successful
approach for generating product trial early in the item's life cycle (Jevons et al., 2013).
Sales marketing is an important component of a company's promotional mix.
Advertising, public relations, personal selling, and sales promotion are all part of the
promotional mix. Short-term incentives to encourage the purchase or sale of a product
or service are the focus of sales promotion. Here are some of the most important reasons
for sales promotion:
Increasing Sales: The fundamental goal of sales promotion is to boost sales in
the short term. Businesses can encourage immediate sales and generate a sense of
urgency among customers by offering discounts, coupons, or other promotional
incentives.
Customer Acquisition and Retention: Sales promotions can entice new
customers by providing special deals or discounts. Simultaneously, promotions can help
keep existing customers by providing them with increased value, so boosting brand
loyalty.
Clearing Excess Inventory: When a company has an excess of inventory, sales
campaigns can help clear it out rapidly. This is frequently accomplished through
discounts, buy-one-get-one-free deals, or other promotions that encourage customers to
buy.
Product Introduction: Sales promotions are frequently used to introduce new
products to the market. Businesses can build initial interest and trial for a new product
by offering introductory discounts or special promotions.
Differentiation from Competitors: Sales promotions can help a company stand
out from its competitors in highly competitive marketplaces. Unique and appealing
promos can capture consumers' attention and impact their shopping decisions.
Encouraging Larger Purchases: Techniques such as bundling, in which
products are sold together at a discounted price, might persuade customers to buy more
or choose a higher-priced choice. This can result in higher income per transaction.
 10

Increasing Brand Awareness: Well-executed sales campaigns can help to raise

brand awareness. Promotions, when combined with smart advertising, can have a
powerful impact on consumers' thoughts and build brand recognition.
Measurable Results: Sales promotions frequently give measurable results,
allowing firms to measure the effectiveness of their efforts. Metrics such as the number
of coupons redeemed, sales during the offer time, and consumer response can be used to
assess a promotion's success.
Creating a Sense of Urgency: Limited-time offers and exclusive deals create a
sense of urgency among consumers, driving them to make a purchase immediately in
order to take advantage of the special promotion. This sense of urgency might motivate
immediate action.
Encouraging Repeat Business: Businesses can encourage repeat business by
offering promotions to existing clients. Loyalty programmes, discounts for returning
clients, and other promotions can encourage customers to return.
In conclusion, sales promotion is an important component of the promotional
mix because it allows firms to generate short-term sales, attract and keep customers, and
achieve specific marketing goals. When combined with other promotional aspects, sales
promotion can make a substantial contribution to a company's entire marketing strategy

1.5 Dissemination of Information

Sales promotion is a highly effective means of conveying information about new

products and changes to existing ones. Another effective strategy of sales promotion is
to increase brand awareness in emerging markets and among new clients.
When My Pillow airs an ad on Fox News with a code for a discounted price on
its famous pillows, the advertisement aims to educate prospective customers while
simultaneously offering an incentive to purchase the product right away (Buil et al.,
2013).
Stimulation of Demand - One of the most significant features of effective sales
promotion is that it promotes short-term sales. When customers participate in a sales
campaign, they are offered an immediate incentive to purchase a product (Btari et al.,
2023).
Sonic Drive-In offers half-price drinks and slushes every day from 2:00 to 4:00
p.m. as a "happy hour" promotion. This sales promotion strategy achieves two goals:
 11

first, it incentivizes consumers to buy drinks, and second, it generates sales at slow
times of the day.
Client Satisfaction - The modern customer is bombarded with thousands of
communications. Companies are motivated to stand out, increase sales, and keep their
consumers happy. A corporation may utilise sales promotions to boost client
satisfaction. According to a RetailMeNot poll, "coupons can affect brain chemistry and
make customers happier." According to the findings, an online consumer who received
a $10 voucher was 11% happier and had 38% greater oxytocin levels than those who
did not. Giving a customer a discount on occasion might physically make them happier,
resulting in a more satisfied client who may spend more in the future and become a
loyal shopper (Das, 2014).
Stabilisation of Sales Volume - Sales advertising can also be used to help keep
sales volume steady. Companies regularly use sales promotion to increase sales and
meet targets since it helps to attract buyers of a product in the short term. Buy-one-get-
one-half-off and other specific discounts that are only available if used by a certain date
are common sales promotion methods. The time factor offers the corporation a goal for
selling, and the buyer is given an incentive to buy by a certain date (Hosseinzadeh et al.,
2013).
Sales Promotion Categories - Retailer promotion is promotion provided
directly by retailers to customers. Price reduction, displays, feature advertising, free
goods, merchant discounts, and a contest are all part of it. Trade promotion is a
promotion provided by manufacturers to retailers. Advertising allowances, display
allowances, trade coupons, financing incentives, and sweepstakes are all part of it.
Trade market promotions are sales promotions aimed towards a product's distribution
channel, such as distributors, wholesalers, or retailers. For example, a store may be
given extra merchandise for a certain quantity purchased in order to incentivize the
retailer to stock the company's product, or a retailer may be given a prize for selling the
most products in a certain period of time. Consumer promotion is the promotion
provided directly to customers by manufacturers. It consists of sampling, pricing packs,
rebates and refunds, financing incentives, bonus or value packs, special events,
sweepstakes contests, premiums, advertising specialties, and tie in (Amiri & Maroofi,
2016).
 12

Consumer promotion is promotion provided directly to consumers by

manufacturers. It consists of sampling, pricing packs, rebates and refunds, financing
incentives, bonus or value packs, special events, sweepstakes contests, premiums,
advertising specialties, and tie in. The impacts of sales promotion on client purchase
decisions were investigated. According to data analysis, price reductions, free samples,
and in-store displays are related with product trials and are popular among consumers.
In addition, he discovered that coupons and discounts are the most commonly employed
sales promotional methods in the grocery products market. Coupons are less popular
among customers than price cuts since they take more effort. The more price-conscious
the consumer, the more favourable his or her attitude towards a coupon.
1.6 Factors Influencing Sales Promotion Effectiveness
Sales promotion effectiveness factors Sales promotion is defined as "a direct
inducement that offers an extra value or incentive for the product to the sales force,
distributors, or the final consumer with the primary objective of creating an immediate
sale". Furthermore, sales promotion is defined as the use of an incentive to induce a
desired sales result. It is usually for a limited time, for a set period, creating a sense of
urgency in consumers to buy now, because the sales offer will not last forever. This, on
the other hand, has an instant favourable influence on sales. Numerous research has
been undertaken to investigate consumer reactions to sales promotions. Coupons and
discounts have been discovered to be the most widely employed sales promotional
strategies in the food products business. In coupon promotions, businesses keep the
product's original price; only coupon holders are eligible for a discount. Consumers
must maintain track of their coupons and provide them at the point of sale. Coupons are
less popular among customers than price cuts since they take more effort. The more
price-conscious the consumer, the more favourable his or her attitude towards a coupon.
Customers may be provided "buy-one-get-one-free" deals at the standard price, adding
value to the product. Customers may be convinced to purchase the product if an
additional amount is provided for free. This means that consumers must compare and
weigh the greater quantity received against any expenditures they may incur. For
example, due to a lack of storage space, storing the increased quantity may be
inconvenient for the user.
A price discount is a temporary reduction in the product's list price. A price
reduction's primary strategic purpose is to distinguish between informed and
 13

uninformed consumers, or between loyal and switchers. Price reductions have been
shown in studies to be particularly effective in causing purchase acceleration and
product trial. Product trials or tastings in-store are frequently used to introduce new
items or brands. By providing product information and experience, demonstrations can
impact consumers' perceptions of a new product. They can also help to lessen consumer
resistance to new products by eliminating functional and psychological obstacles.
Supermarkets utilise games like contests and lucky draws to entice customers. People
play these games because of perceived extrinsic and intrinsic values such as prize value
and perceived fun and interest.
Loyalty to a Brand - From a behavioural standpoint, brand loyalty is separated
into three parts: primary behaviour, secondary level behaviour, and re-purchase
intention. In terms of primary behaviour, the customer repurchases or otherwise
continues to use the brand, and this can be verified by repeating to buy a product or a
service; secondary level behaviour refers to other positive behaviours such as word of
mouth advocacy and commitments; and re-buy intention refers to the consumer's future
intention to repurchase a product or service. Loyalty has two key dimensions: behaviour
and attitude. The first refers to frequent customer activities as a result of brand loyalty,
while the second refers to influential behaviour as commitment. Many marketers believe
that brand loyalty is an important aspect in the success of a business. Brand loyalty
refers to a customer's propensity and commitment to repurchase or patronise a likely
product or favoured service on a regular basis over time, which leads to the purchase of
the same brand set. Keeping current clients is more valuable, beneficial, and cost-
effective than acquiring new ones (Lin et al., 2020).

1.7 Relationship between Advertising, Sale Promotion and Brand

Equity
Any paid type of non-personal presentation and promotion of ideas,
commodities, and services, as well as the related purchase price, is referred to as
advertising. Advertising is recognised with a higher position than the other marketing
components in the marketing integrated communication model, as clients are alerted of
new products through advertising. Furthermore, advertising lowers the barriers between
clients and the organisation. Elements of the marketing mix influence customers' equity
 14

opinions of brands. These variables are significant not only because they have a large
impact on brand equity, but also because they are under the company's control, allowing
marketers to increase brand equity through marketing efforts. Numerous studies in the
field of marketing dynamics employ financial and product-market metrics of brand
equity to examine the short- and long-term consequences of marketing actions and
policies such as advertising and price promotions.
High advertising spends, high price, high distribution intensity, and distribution
through merchants with a solid store image all contribute to the development of brand
equity. The influence of marketing communication and sales promotion on brand
equity. Marketing communication has a good effect on brand equity and provides
substantial protection from the preceding factors of perceived quality, brand loyalty,
brand awareness, and brand image. (Wang. et al.,2013) discovered that perceived
advertising spend has a favourable influence on brand awareness. There is a relationship
between the sort of promotion and the level of brand awareness.Advertising spending,
as the primary marketing communications tool in the consumer market, should be taken
into account when assessing the effects of marketing communications on consumers and
the perceptions that the messages elicit among various target individuals. The firm's
marketing communications help to build brand equity. That is, effective communication
allows for the development of brand awareness and a positive brand image. Advertising
is an effective medium for communicating a brand's functional and emotional values.In
general, the success of this communication medium is determined by its content,
execution (how the advertisement transmits the information), and frequency with which
a consumer sees it. As previously said, advertising generates brand awareness, strong
ties, favourable concepts, and distinct connotations with the brand in the minds of
consumers, as well as inspires positive brand judgements and sensations associations. In
summary, advertising can change customers' views of quality and other brand
connotations in addition to building brand familiarity. Large advertising budgets can
help to improve brand recall and awareness. Spending on brand advertising can broaden
the scope and frequency of brand appearances, as well as the level of brand awareness.
Many businesses utilise sales promotions as part of integrated marketing
communication (IMC) to introduce new items, increase sales, or influence consumer
decision making. Price reductions, feature advertising, unique displays, trade deals,
reward programmes, coupons, rebates, contests, and sweepstakes are all examples of
 15

sales promotions. Promotional sales, or major temporary price cuts, are a key tactic in
the marketing mix of food retailers around the world. The majority of the marketing
expenditure for many consumer-packaged goods is spent towards promotional sales.
The purpose of promotional sales is to attract customers and advertise specific products.
For example, breakfast cereals in Germany are on sale every 10 to 20 weeks.

2. Overview of Amul
Anand Milk Union Limited, commonly referred to as Amul India, is an
Indian collaborative dairy firm formed in 1948. The Gujarat Cooperative Milk
Marketing Federation Ltd, headquartered in Anand, Gujarat (GCMMF), owns it.
Amul was the impetus driving India's White Revolution, which saw the nation
emerge as the world's biggest manufacturer of dairy goods and milk.

2.1 History
 16

Amul was recruited on December 14, 1946, due to the abuse of minor-scale
milk producers in tiny town divisions to bring milk that was sour to Polson by
brokers or owners of the major existent dairy, the Polson dairy. Government
officials established milk prices at their sole discretion. Polson had been awarded
restricting infrastructural rights by the government to gather milk in Kaira and
deliver it to Bombay.
Enraged by the unequal exchange rates, the agriculturalists of Kaira met
Sardar Vallabhbhai Patel, led by the neighborhood farmer representative Tribhuvan
das K. Patel. He urged them to join a Kaira District Co-operative Milk Farmers'
Union and deliver milk straight to Bombay instead of going through Polson. In June
1948, the Kaira District Co-Operative Milk Farmers Union Ltd began pasteurizing
milk for the 'Bombay Milk Scheme'. Amul celebrated its 25th anniversary in 1973,
led by Tribhuvan Das Patel, Morarji Desai, Maniben Patel, and Verghese Kurien
(History - AMUL Dairy, n.d.).

Source: Amul Logo – Wikipedia

Dr. Verghese Kurien and H.M. Dalaya later led the collaboration. Dalaya's
commercialization of skimmed powdered milk from the milk of buffalo resulted in
the cooperative's first sophisticated dairy at Anand. After that, five unions emerged
in Mehsana, Banas kantha, Baroda, Sabar kantha, and Surat districts. The Rajiv
Gandhi National Quality Award went to Amul for "Best of All." Amul's
technological advances have extended throughout India. Over the previous five and
half decades, Gujarat dairy cooperatives have created an economic framework to
link over 3.1 million dairy goods with a huge number of Indian buyers. On
September 30, 2018, Prime Minister Narendra Modi opened Amul's chocolate
factory in Mogar, Gujarat (AMUL, n.d.).

2.2 The White Revolution

 17

Operation Flood was the program that resulted in the "White Revolution." It
established a national milk grid that connected farmers across India to customers in
over 700 cities and villages, decreasing season and local pricing differences and
ensuring that producers receive a large share of the profit by removing middlemen.
The village milk producers' co-operatives, which acquire milk and supply both
goods and services while making contemporary technology and leadership
accessible to all members, are the basis of operation Flood (Anand Milk Union
Limited, 2022).

2.2.1 The White Revolution's History

Throughout the years 1964-1965, India implemented the Intense Livestock

Improvement Programmed, which supplied farmers given an assortment of
enhanced livestock husbandry in order to promote the white revolution in the nation
as a whole. Later, the National Dairy Development Board launched a new project
called "operation flood" to accelerate the nation's white revolution. Flood operation
began in 1970 with the goal of creating a national dairy grid. The National Dairy
Development Board of India began the rural redevelopment plan (Operation Flood,
2023).
Dr. Verghese Kurien, head of the National Dairy Development Board, was in
attendance as the operation called Flood was launched. Dr. Kurien pushed
cooperatives forward to strengthen the uprising with his exceptional leadership
abilities. As a result, he is regarded as the creator of India's "White Revolution."
Since then, GCMMF has grown to become India's largest food-related
advertising organization. It is Gujarat's largest dairy cooperative organization.
GCMMF is in charge of the sole marketing of items under the 'Amul' and 'Sagar'
brands. Dairy cooperatives in Gujarat have built an economic network that connects
over 3.1 million village-manufactured milk-based goods to countless Indian
consumers during the preceding five and half decades (Amul: The White Revolution
in Gujarat, 2011).
 18

2.2.2 The Goals of the White Revolution in India

The effort to prevent a flood was founded on the unions of village milk
farmers. They obtained milk and supplied services by making the most use of
current management and technological advances (White Revolution - Definition,
What Is White Revolution, Advantages of White Revolution, and Latest News -
Clear Tax, n.d.).
The following were the goals of the White Revolution:

 Increasing output will result in an overabundance of dairy products, increasing

incomes in rural areas.
 Deliver milk to customers at reasonable pricing.

2.2.3 Various Stages of the White Revolution

Operation Flood, which began with three stages, as detailed below:

Stage I: began in 1970 and continued for ten years, until 1980. The distribution
of oil from butter and powdered skimmed milk provided by the European Union via the
World Food Programmed funded this stage of the project.
Certain goals were established in the early stages of Phase I to ensure the
achievement of the program's objectives. To achieve the goals, a particular objective
aimed to strengthen the milk advertising approach in urban areas (iSchoolConnect,
2023).
Stage 2: From 1981 until 1985, lasted five years. In this period, the total number
of milk barns grew from 18 to 136, milk channels grew to approximately 290
marketplaces in cities, and a self-sustaining framework with 4,250,000 milk producers
scattered throughout 43,000 local cooperatives was established. Local powdered milk
output climbed from 22,000 tons in 1980 to 140,000 tons by 1989, and milk sales rose
by a few million liters each day because of cooperative advertising of milk.
Stage 3: spanned over ten years, from 1985 to 1996. This stage allowed the
dairy cooperative to grow and brought the program to a close. It also helps to enhance
the infrastructure needed to buy and distribute rising quantities of dairy.
Towards the end of the White Revolution, or Operation Flood, 73,930
cooperatives of milk producers were established, connecting almost 3.5 crore milk the
farmer membership. Because of the White Revolution, there are already several hundred
 19

Collaborations in the nation that are incredibly efficient. As a result, the uprising is
responsible for the wealth of numerous Indian villages (White Revolution, Dairy Co-
operatives and Weaker Sections on JSTOR, n.d.).

2.3 Business Model and Organization Structure

Amul follows a unique strategy in which it provides 'value-for-money goods for

its customers while guaranteeing the higher prices (as a shareholder) of the milk-
producing farmer that supplies it. Because milk is a perishable item, the farmer may lose
money if it fails to sell until the expiration of the contract.

2.3.1 The Five Pillars of Amul’s Business Model

Beginning in one prevalent plant in Anand and two town cooperative

organizations for milk buying goods, Gujarat's dairy cooperative motion has grown into
a network of 2.12 million producers of milk organized in 10,411 milk-collecting co-ops
(also referred to as The Town Societies). The town Associations also provide milk to
13 autonomous cooperatives of dairy farmer (Sandhu, 2023).
Amul's business plan is built on five pillars. As a result, it is a firm "for people."
Amul Agricultural Association is managed by all villages and has no single owner. The
five main components of the Amul company's strategy are as follows.
• The Milk Producers
• The Rural Dairy Cooperative
• The Regional Milk Cooperative Union
• The State's Collective Milk Trade Organization

2.3.2 The Three-tier "Amul Model"

The Amul Model is a three-tiered collaborative organization. A Dairy

Cooperation Organization at the level of the village is linked with a Milk Union at the
district level, which is subsequently united with the Milk Federation at the statewide
levels. The above three-tier organization was established for delegating different
responsibilities: milk collecting is handled by the Village Dairy Society, purchasing
milk and processing is handled by the district's Dairy Union, and the sale of milk and
milk product advertising is handled by the State Milk Federation, Inc. This not only
 20

eliminates rivalry within but additionally ensures that savings of scale are attained (S.,
2023).

Village Dairy Cooperative Society (VDCS)

A village's dairy farmers establish a Village Dairy Cooperative Society (VDCS)

when they have excess milk after their personal consumption. The major society in the
three-tier system is the Village Dairy Cooperative. It is made up of dairy farmers from
the village and is administered by a nominated Managing Council made up of 9 to 12
elected milk producers based on the premise of one member, one vote. The village
society also picks a secretary to administer the day-to-day operations. It additionally
hires a variety of people that help the secretary in carrying out their own every-day
duties (Pereira, 2023).

District Cooperative Milk Producers’ Union (Milk Union)

A District Milk Union is formed when the Village Societies in a Districts

(ranging from 75 to 1653 per Milk Union in Gujarat) have excess milk following
neighborhood sales. Within the three-tier arrangement, the Milk Unions are on the
second tier. It is comprised of members from the District's Village Dairy Societies and
is controlled by a Board of Managers comprised of 9 to 18 elected officials from the
Village Society. The Milk Union also hires an experienced managing director to oversee
day-to-day operations. It also hires a number of people to assist the manager in carrying
out their own everyday responsibilities (Dua, 2023).

State Cooperative Milk Federation (Federation)

A state's milk unions are united in the state collaborative dairy confederation.
Under the three-tier framework, the Federation of Nations is the highest tier. It is
comprised of all of the State's cooperative Milk Unions and is controlled by a Board of
Governors comprised of one chosen member from each Milk Union. The State
Federation also designates a managing director to oversee day-to-day operations. It also
hires a number of personnel to support the manager in carrying out his everyday
responsibilities.
 21

2.3.3 The Structure of the Organization

Amul's cooperative approach was subsequently referred to as the "Anand style"

collaborative structure. It is a three-tiered system comprised of town social orders,
regional dairy organizations, and a state-level organization. Each stage is independently
wealthy of its peers and is made up of agents picked by the ranks beneath it.

2.4 Operational Efficiency

Strategy guarantees organizational productivity and efficacy because they allow

resources to be used to their greatest potential and contribute to organizational goals. As
a result, approaches guarantee that assets are used in the manner indicated. Only with an
appropriate organizational layout can the plans be carried out (GCMMF - Suppliers
Enquiry: Amul - the Taste of India, n.d.).

2.4.1 Dynamic Logistics System at AMUL

Any dairy can thrive if the quantity of milk purchased grows. Unions have
supplied numerous assistances to farmers for this purpose, such as cattle diets, mineral
mix powdered form, veterinary care, and artificial conception for improved breeding of
animals. All of those nutrients have been found to aid in the generation of milk. In the
last ten years, Amul's purchase has climbed from 41.42 lakh kg to 64.38 lakh kg,
representing a 55.42% increase. In Gujarat, town society has made a lot of money they
now have established a budget through which they can contribute funds to the
improvement of the town, such as creating an educational institution or constructing a
medical facility. This has a beneficial effect on the locals and motivates people to join
the community organization. Such local organizations serve as a conduit between
membership and the union (Rating Rationale, n.d.).

2.5 Sales Promotion Strategies Employed by Amul

Amul has a strong position in a number of markets, including milk and milk-
based goods, ice cream, butter, cheese, and others. Its wide product portfolio caters to
consumers' changing interests and preferences. Amul uses a number of sales promotion
methods to retain and increase its market share.
 22

Advertising Campaigns: Amul is famous for its distinctive advertising

campaigns that feature the Amul girl. These commercials not only increased brand
recall but also provided societal commentary.
Most of us first heard about Amul when the catchy music 'Amul Doodh Seetha
Hai India' blasted out from the television. Though many of us were quite little at the
time, every time we hear some variant or another of the same tune, it never fails to
evoke a jumble of recollections.
Offers and Discounts: Amul routinely gives discounts and special offers on its
products. Bundled bargains, buy-one-get-one-free promotions, and bulk purchase
discounts are examples of this. These discounts not only attract new customers, but also
inspire existing customers to boost their purchases.
Collaborations & Partnerships: Amul frequently collaborates with other
companies or engages in joint promotions. This can include collaborations with
confectionary firms to develop ice cream flavours or combined marketing campaigns.
Collaborations like this help to broaden the brand's reach and attract customers who
might not have tried Amul goods otherwise.
Loyalty Programmes: To reward repeat consumers, Amul has introduced
loyalty programmes. These programmes may reward clients with points or discounts for
every purchase, which they can then redeem for free or discounted goods. Loyalty
programmes stimulate repeat commerce and build brand loyalty.
Seasonal Promotions: Amul promotes specific products by capitalising on
seasonal trends. For example, during the summer, ice cream may be heavily promoted,
whilst throughout the winter, ghee and butter may be prioritised. Promotions that are
aligned with seasonal demands maintain relevancy and maximise sales.
Online Promotions: In the digital age, Amul promotes through online channels.
Social media promotions, online sweepstakes, and exclusive online discounts are
examples of this (Premi, 2020).
When the Covid-19-induced lockdown impacted several companies' marketing
tactics, sales, and profits, Amul managed to generate a profit of Rs 53,000 crore. In
addition, the business successfully added 60 new products to its inventory while also
donating Rs 800 crore to rural farmers. Amul's sales target for 2022 is Rs 60,000 crore,
with a goal of reaching Rs 1 lakh crore by 2025.
 23

3. Research Methodology
The art of scientific exploration is known as research. According to Woody,
research entails defining and redefining problems, formulating hypotheses or proposed
solutions, collecting, organizing, and evaluating data, making deductions and reaching
conclusions, and finally carefully testing the conclusions to see if they fit the formulated
hypothesis. The scientific method, as well as the application of curiosity, are central to
 24

research methodology. This research gives scientific data and theories to explain the
nature and properties of the world. It enables practical applications. Public bodies,
commercial entities, and philanthropic organizations all contribute to scientific research.
Scientific research can be classified into various categories based on its
academic and application disciplines. Scientific research is a widely used criterion for
measuring the standing of an academic institution, such as business schools, although
some believe that such an assessment is erroneous because the quality of research does
not inform about the quality of teaching. The Hourglass model structure of research is
frequently used in research. The Hourglass model begins with a broad range of research,
focusing on the necessary information via the project approach (like the neck of the
hourglass), and then expands the study in the form of discussion and outcomes.
In a nutshell, research is the pursuit of knowledge through an objective and
systematic approach to problem solving. Research is also a systematic approach to
generalization and the formation of a theory.
A research process consists of stages, phases, and eventual behavior that steer
the project from its inception to the final review. The research method gives a
comprehensive, coordinated approach to the research endeavor, ensuring that all
components are compatible. Each phase of a study represents a response to an important
question.

3.1 Identification of Research Problem

The first stage is to identify an issue or formulate a research topic. The research
challenge could be anything that the agency perceives as a problem, some knowledge or
information that the agency requires, or the desire to detect a national recreation trend.
In general, a research problem is defined as any difficulty or ambiguous circumstance
that a researcher encounters in a practical or theoretical setting and seeks a tangible
explanation, clarification, or solution to.

3.2 Questionary

Demographic Details:
1. Age Group: This variable captures the age distribution of respondents.
 25

2. Buying Habits: Inquires about the origin of dairy product purchases.

Perception and Awareness:

3. Knowledge Source: Identifies how respondents discovered Amul products.
4. Product Offtake: Investigates the frequency with which Amul products are
consumed.
5. Value for Money: Determines whether respondents believe Amul items are worth
the cost.
6. Purchase Motivation: Investigates the elements that influence Amul product
purchases.
Loyalty to a Brand:
7. Brand Switching: Inquires whether respondents would switch to another brand with
comparable offerings.
8. Product Satisfaction: Determines the level of satisfaction with the quality of Amul
products.
9. Expansion Opinion: Measures local interest in having more Amul parlours.
10. Price Comparison: Evaluates perceptions of Amul product pricing in comparison
to competitors.
11. Packaging Perception: Examines public perception of Amul product packaging.
12. Product Range: Identifies the Amul items that respondents use.

Open-Ended Comments:
1. Product Experience: Encourages respondents to relate particular Amul product
experiences and offer changes.
2. Brand Image: A collection of terms or phrases linked with the Amul brand as well
as memorable anecdotes.
3. Suggestions for Improvement: Seeking feedback on how Amul might improve its
goods and customer service.
4. Challenges and problems: Examines any difficulties or problems that respondents
had when purchasing or utilising Amul products.
This questionnaire covers a wide range of topics, from demographic information
to brand loyalty and product feedback, and provides useful insights into Amul
customers' thoughts and preferences.
 26

3.3 Literature Review

This stage offers basic information regarding the situation. The review of
literature also informs the researcher about previous investigations, how these studies
were conducted, and the conclusions in the problem area. A literature review can be an
important chapter of a thesis or dissertation, or it can be a self-contained review of texts
on a topic. In any situation, the goal is to:

 Consider each work in terms of its contribution to the understanding of the issue
under consideration.
 Explain how each work relates to the others under discussion.
 Find new methods to understand past research and fill holes in it.
 Resolve disagreements between seemingly contradicting past studies.
 Identify earlier scholarship areas to avoid duplication of effort.
 Indicate future research directions.
 Set one's original work (theses or dissertations) into the context of existing
literature.

3.4 Specifying the Purpose of Research

Following the interviews and the literature study, the researcher is able to narrow
down the problem from its original broad scope and more precisely characterize the
areas of concern. It is vital that the focus of future study, or the challenge, be clearly
specified and defined. No amount of solid study will be able to offer solutions if the
important issue or topic to be studied is not properly identified.

3.5 Determine Specific Research

Hypotheses or Questions A hypothesis is a provisional, yet testable, assertion

that predicts what you expect to find in your empirical data. Hypotheses are formed
from the theory that underpins the conceptual model and are frequently related in
nature. Similarly, a hypothesis can be defined as rationally conjectured relationships
between two or more variables given in the form of testable statements. It is assumed
 27

that by testing the hypothesis and confirming the hypothesised relationships, solutions
to the problem faced would be discovered.

3.6 Research Design

The proposal to start extensive secondary research to understand the full impact
and implications of this industry, to review and criticise business guidelines and
publications on the selection of such problems, to which I believe they are still
unaffected or susceptible to modification, would be considered at the subsequent stage
of the exploratory analysis. At this level, only the most important questions and issues
in development and segmentation could be confined and considered. Among the things I
accomplished during the research design process are:

 Defining the need for details

 Create exploratory, informative, and explanatory experiments
The method I used for exploratory research was
 Primary Data
 Secondary data

3.7 Research Process

The research technique is made up of four distinct yet interconnected phases for
the study inquiry. It follows a sequence and hierarchy:

 Determination of the analysis concern.

 Adequate research architecture development
 The concept of analysis is implemented

Findings contact Each phase is treated as a unique machine, with its own set of
roles, metrics, and intricate operations. Acts are reasonable, logical, consistent,
effective, sincere, impersonal, and continuing.

3.8 Exploratory Research

3.8.1 Primary Data
 28

In comparison to secondary data, new data were gathered to better address the
quandary at hand. A questionnaire-collected knowledge is one example. The study
comprises material obtained from surveys, focus groups, independent findings, and test
results, as well as true expertise from individuals. In this scenario, quality or
quantitative evidence has only recently been gathered. Experimenting. Respondents
completed a questionnaire to obtain main data.

3.8.2 Secondary Data

For some reason, knowledge that already exists elsewhere has been gathered. Census
research, commercial magazines, and subscription programmes are examples of
references. Data were already prepared and released for another research project (not
the one under consideration). Secondary data is offered in two varieties: internally and
externally.

3.9 Determination of The Sample Plan and Sample Size

Target Population

It is a summary of the qualities of the people who will be taught. It attempts to

describe you as you are rather than what the describer wishes you to be. Our project
population frequently includes central demographic figures known as the public (e.g.,
age, gender, and so on). It is expected that the special group will be served. These are
either a whole or a subset of potential consumers, such as children, women, rural
residents, and local residents—topic areas: policy, transparency and evaluation,
leadership and operational management. People with unique ethnic or regional features
may be assigned to a population targeted by any activity or intervention. For the Basic
Random Sampling Projects, I used the formal Sample Trough.

3.9.1 Sample Size

This entails determining how many samples are desired. The following factors
determine the number of samples required:

 The priorities of the project

 How you intend to interpret the results
 29

 How variable is or are the data likely to be?

 How exactly you want to calculate change or pattern
 The number of years in which you intend to detect a pattern
 How many times a year each point is sampled
 How much capital and manpower do you have?

For testing purposes, I targeted 100 customers. The size of the survey is determined
by the target demographic. The population targeted is in the Delhi areas. People are
created via a multitude of methods. Our sample characteristics are presented in the
section titled primary analysis, whilst the cells are described in the section titled
demographics.

3.9.2 Sampling Technique

The sample was chosen using a simple random sampling procedure. A simple
random sample is a subset of a larger group of participants (a sample).

3.9.3 Errors in The Study

The questionnaire method contains interviewer bias. Because interviewing

respondents are directed to the responder when completing the survey, the interviewer's
ideas or experiments may render open-ended questions unbalanced. The interviewer's
actions during the interview can have a considerable impact on their level of
participation and ability to respond freely.

3.9.4 Mistake of the Questionnaire

The questionnaire's design must take care not to generate redundant data, which
is concisely reverend only to the essential facts. Questions should be phrased correctly
so that no replies are offered and the respondent's intellect is not impaired.

3.9.5 Mistake of the Respondent

Not all of those picked to be interviewed were prepared and available. A surveying
error happened when respondents lacked the necessary knowledge, positions, attitudes, or
proof, as well as uninformed answer errors and reaction forms.
 30

3.10 Reporting and Evaluating Research

A finished study that recounts an inquiry or exploration of an issue, suggests

questions to be addressed, and contains data collected, analyzed, and evaluated by the
researcher is referred to as a research report. It is more difficult to specify in detail how
to evaluate how effectively the study was done than it is to evaluate how well the
research was reported. Because research can cover so many topics and involve so many
methodologies, descriptions of it must be either very general or very particular and
extensive. This conversation aims to be broad. As a result, this section is shorter than
the one that follows. This conversation aims to be broad. As a result, this section is
shorter than the one that follows. The briefness should not be interpreted as implying
that the quality of the research is less essential than the quality of the reporting.

3.11 Analysis Design Exploratory Definitive Research Design

Definition Causal Research

3.11.1 Limitations to the Analysis

Both research efforts are hampered by unanticipated hurdles to their smooth flow. The
issues develop as a result of time, time, and research size constraints. The new project
also had to deal with a special problem. Any of the following impediments were
discovered throughout the investigation:
 An apparent lack of desire on the part of the owners of different cars to
participate and help analysis.
 The accumulation of boredom and wavering amongst the respondents when
answering the lengthy questionnaire: this, in essence, led to the difficulties of
eliminating incomplete questionnaires.

3.12 Sampling Error

The survey's sample size of 100 employees and managers is insufficient to

assess market perceptions of the brand in car purchases. Because no central survey is
done, extrapolation of population-based sample analytical data is always fraught with
 31

error, particularly in qualitative studies. The computation of quality dimensions using

quantitative measurements is also debatable.

3.13 Review of Literature

Salunkhe Pravin Pandurang (2013) investigates Amul's distributing

mechanism. At 127 million tonnes of milk produced in 2011-2012, a rise of 4.25
percent above the year before, India maintained its position as the globe's top milk
exporter in 2011-12. And contributes around 17% of global milk output (730.1 million
tonnes). In the nation of India, overall milk output; cooperatives of dairy producers
gathered 10.5 million tonnes of milk, a 10% increase over 2010-11. Milk marketing by
cooperative was 8.6 million tonnes, representing a 4% rise over the same period last
year.

Ashish Kumar Isher, Sudhakar Dwivedi, and Rajiv Sharma (2017)

conducted a study in Jammu aimed at "examining the seller's contentment with the
delivery channel of AMUL goods in Jammu," in which merchants and wholesalers were
chosen at random from various locations throughout the city using convenient sampling
methods. The information was gathered from several retail outlets and wholesalers
using an organized tested routine, or this information was evaluated employing
statistical methods, pie graphs, and proportions. In this research, two AMUL product
distribution channels in Jammu have been discovered: (I) the Business C/F Distributor
Retailer Customer and (II) The business C/F AMUL retailer Customer.

Deb Ajani Sahoo and Priya Agrawal (2013) investigate the elements that
influence the frozen food chain management framework in dairy and its effect on
revenue: a field experiment for Amul ice cream in Andhra Pradesh.
The current study addresses the existing scenario of Amul Ice Cream's frozen
chain management system in Andhra Pradesh. The research being conducted examines
all aspects of the food chain management structure, such as business assistance, the
distribution network, the connection among wholesalers and shops, advertising efforts,
and many others. The project also incorporates the idea of HADF (Humara Apna Deep
Freezer), which comprises doing a quality test and analysing the significance of HADF
as an advertisement in driving impulse purchases at retail locations.
 32

Saha, Das, & Paul (2023) This book is aimed at people whose primary
concentration is business-to-business (B2B) marketing, and it tells them that branding is
just as vital for industrial goods as it is for FMCG or luxury items. This book's third
chapter discusses brands, brand values, and brand image. The author argues that
distinction is crucial in branding. Because of their brand identity, products are perceived
to be distinct. He goes on to argue that brand perception in a market is made up of the
many attributes that surround a brand. Perceptions and brand image influence buying
decisions, whether or not they are actually true. Long-term success requires careful
consideration of a brand's image. Branding provides tangible benefits to businesses,
which will be reflected in increased profitability and corporate value, either directly or
indirectly. Customers benefit from brands as well by making it simple to select products
and feel confident in their selection.

Hui & Salman (2023) by Mahmud Ahmed seeks to assess the impact of LIDL's
brand image on their consumers' purchase behaviour in Sweden's retail sector.
This study also emphasised the link between brand image and brand equity, as
well as the link between brand image and customer purchasing behaviour. The inductive
approach was utilised to quantify the findings and discussion. The survey method was
used in this study to collect secondary and primary data. We employed both quantitative
and qualitative data collection methodologies. The study's findings revealed that brand
image is significant in influencing Lidl customers' purchasing behaviour.

Akaya (2023) seeks to discover and analyse the influence of brand image on
purchase behaviour, as well as the mediating function of brand trust in the relationship
between brand image and purchase behaviour. The research involved 386 students from
13 Islamic private universities in East Java province. The study approach employed was
Generalised Structured Component Analysis (GSCA). A self-structured questionnaire
was devised to elicit vital information from those universities' students. The study's
findings demonstrated that brand image plays a substantial role in influencing
purchasing behaviour, and brand trust also played a mediating function, albeit not
completely, in the relationship between brand image and purchase behaviour.
 33

Petrauskaite (2014) seeks to investigate and analyse the impact of brand image
on customer purchase behaviour in the footwear sector by comparing the marketplaces
of two countries: Lithuania and Denmark, both of which produce footwear. The
researcher employed Utility and Congruity theories to support the investigation. It is a
descriptive study, and the data was gathered through an interview technique, which
offered significant information and a better comprehension of the analysed issue. The
respondents were chosen using a non-probability sampling approach. It was discovered
that Lithuanians tend to buy footwear for functional reasons, whereas Danes buy
footwear for social approval or emotional requirements. It was also shown that
Lithuanians are less familiar with local footwear brands than other countries.

Muhamad Ehsan Malik (2013) discusses how brand image and advertisements
play an important role in boosting any business's performance because brand image is
an implied tool that can positively change people's purchasing behaviour and
advertisement is acting as a driving force for any business because it's an effective
source to convey your message and stay in customer's minds. The purpose of this study
is to investigate the impact of brand image and advertisement on consumer purchasing
behaviour in Gujranwala, Pakistan. The data was gathered by a questionnaire survey,
and respondents were chosen using a non-probability convenient sampling technique.
According to the findings, brand image and advertising have a high positive influence
and a considerable association with consumer purchasing behaviour.

(Riaz, 2015) Hafiza Ayesha Riaz wrote this. This study concentrated on the
influence of brand image on customer purchasing behaviour in the garment industry.
Comparison research was conducted between two Pakistani cities, Lahore and Multan.
The primary goal of this study was to determine which cities' residents have more
distinct ideas regarding brands and their utilisation about brand. For this study,
questionnaires were filled out by a sample size of 155 people, comprising both men and
women. There are both males and females. SPSS software was used to analyse the data.
For the comparative analysis T-test for independent samples was used once the
variables had been computed. Males are more brand conscious than females, according
to the findings. It also demonstrates that Consumer Perception, rather than Brand Image,
has a greater influence on consumer purchasing behaviour.
 34

(Ahuja, 2015) Branded products are now preferred by customers all around the
world. The study's goal is to examine the impact of brand on consumer purchasing
behaviour in respect to Fashion items and accessories. A consumer survey was done
using a questionnaire to assess the impact of brands based on their purchasing habits.
The study's major findings demonstrated that the level of brand consciousness increases
with time. Diminishing in older age groups; price and brand were the primary criteria
that buyers valued the most, and 80% of respondents Brands in the fashion sector, in my
opinion, have become a status symbol.

3.14 Secondary Data Analysis

Introduction
Amul Limited, India's major dairy and food items firm, is noted for its creative
sales promotion methods. The purpose of this study is to look into the effect of sales
promotion on the recognition of the brand and loyalty among consumers.

Methods
I gathered information from both quantitative and qualitative sources, such as
research reports, consumer polls, and data on sales.

Quantitative Research:

1. One Sample Test

One-Sample Statistics

One-Sample Test
N M Std. Std.
ean Deviation Error Mean
Test Value = 0

Do you buy dairy 1 1. .84087 .08409

t df Sig. (2-tailed) Mean 95% Confidence
products from modern stores? 00 6000
Difference Interval of the
Difference
 35

Lower Upper

Do you buy dairy products from modern 19.028 99 .000 1.60000 . .

stores? .4332 .7668

Conclusion: Given the extremely low p-value (p 0.001), the null hypothesis
would be rejected. The findings indicate that purchasing dairy goods from modern
retailers differs significantly, and the mean difference is significantly bigger than the
test value of 0. The 95% confidence interval denotes a range within which we are 95%
certain that the true mean difference exists.

2. Paired Samples Statistics

Paired Samples Statistics

Mean N Std. Deviation Std.Error Mean

In your perception are Amul products are worth 1.4000 100 .71067 .07107
the price?
Pair 1
The products of Amul are reasonable priced as 3.4500 100 1.29002 .12900
compared to competitors?

If any other brand start providing products at 2.1000 100 .70353 .07035
same price with same quality as that of Amul,
would you switch over?
Pair 2

Are you satisfied with the quality of Amul 1.6700 100 .76614 .07661
products?

Paired Samples Correlations

N Correlation Sig.

In your perception are Amul products are worth the price? & The 100 .639 .000
Pair 1
products of Amul are reasonable priced as compared to competitors?
 36

If any other brand start providing products at same price with same 100 .774 .000
Pair 2 quality as that of Amul, would you switch over? & Are you satisfied
with the quality of Amul products?

Paired Samples Test

Paired Differences
95% Confidence Sig.
Std. Std. Error Interval of the t df (2-
Mean Difference tailed)
Deviation Mean
Lower Upper

In your
perception are
Amul
products are
worth the
Pair price? - The -
-2.05 0.99874 0.09987 -2.24817 -1.85183 99 0
1 products of 20.526
Amul are
reasonable
priced as
compared to
competitors?

If any other
brand start
providing
products at
same price
with same
quality as that
Pair
of Amul, 0.43 0.49757 0.04976 0.33127 0.52873 8.642 99 0
2
would you
switch over? -
Are you
satisfied with
the quality of
Amul
products?

Pair 1:
 37

 The first set of questions concerns Amul products' worthiness and acceptable
pricing in comparison to competitors.
 The mean difference between the two perceptions is -2.05, suggesting that
respondents rate Amul items substantially lower in terms of worthiness than they
do in terms of affordable pricing.
 The paired samples t-test is highly significant (p 0.001), indicating that the
perceptual difference is statistically significant. The difference's 95% confidence
interval does not include zero.

Pair 2:

 The second set of questions concerns the chance of switching to another brand
with the same price and quality, as well as satisfaction with Amul products'
quality.
 The mean difference between these perceptions is 0.43, indicating that
respondents are more satisfied with the quality of Amul products than they are
willing to switch to another brand with the same price and quality.
 Once again, the paired samples t-test is extremely significant (p 0.001),
demonstrating a statistically significant difference in perceptions. The
difference's 95% confidence interval does not include zero.

Correlations:
The correlation coefficients between the questions are 0.639 and 0.774, both of
which are extremely significant (p 0.001). This shows that the perceptions within each
pair have a moderate to strong positive link.

Conclusion:
Overall, the research shows that there are considerable disparities in views
across both sets of questions, and the correlations imply a consistent pattern in
respondents' judgements. According to the data, respondents rank Amul products more
favourably in terms of competitive pricing and satisfaction with quality, but less
favourably in terms of perceived worthiness. To improve customer happiness and
loyalty, the organisation may want to investigate and address the variables that
influence these perceptions.
 38

3. One Way Anova Test

ANOVA
Sum of Mean
df F Sig.
Squares Square
Between
82.473 3 27.491 214.975 0
Groups
You are buying Amul products
due to its Within Groups 12.277 96 0.128
Total 94.75 99

Between
32.34 3 10.78 100.474 0
Groups
What is the off take of the
product you use? Within Groups 10.3 96 0.107
Total 42.64 99

Conclusion:

 The F-statistics for both analyses are quite high, and the accompanying p-values
are extremely low (p 0.001), indicating a highly significant difference between
groups.
 When it comes to "Buying Amul Products," there are substantial disparities in
comments regarding the reasons for purchasing Amul products.
 In terms of "Off-take of the Product Used," there are considerable changes in
off-take behaviour depending on the reasons for purchasing Amul products.
 In practise, this means that there are significant differences in results between
categories within each analysis. The corporation may want to investigate these
disparities further in order to better understand the elements that influence
customers' decisions to purchase Amul goods and their off-take behaviour. This
data can be used to generate tailored marketing strategies and products.

Qualitative Research:

1) Promotion of Sales
 During the summer, Amul's "Amul Ice Cream Festival" offered specials and
price reductions on its ice cream goods.
 The "Amul Cheese Carnival" featured special bargains and tournaments to
advertise their cheese products.
 39

2) Brand Recognition
 Throughout sales campaign times, brand recognition improved dramatically. For
example, Google Trends data revealed a significant increase in search for
"Amul" and related products throughout the campaigns.
 During these occurrences, interactions on social media, including comments,
shares, and likes on Amul's official pages, increased significantly.

3) Customer Satisfaction
 Customer loyalty, as assessed by frequent purchases and satisfaction rates,
correlated positively with sales promotions. There was a notable rise in repeat
purchases both before and after the promotions.
 Campaigns impacted buying choices, according to customer feedback surveys,
with many customers showing an affinity for Amul products in special periods.

4) Data on Sales
 The sound effects of advertising for sales were proven by sales statistics. Sales
and revenue volumes increased significantly during these campaigns, exceeding
non-promotional period averages.
 Amul's profitability improved as well, as increasing sales compensated for the
marketing expenditures.

According to secondary research, Amul Limited's sales promotions have a

considerable beneficial impact on both brand awareness and consumer loyalty. The
findings are consistent with the business's objectives of expanding market share and
retaining client loyalty.
Amul Limited's advertising campaigns are powerful instruments for
increasing brand recognition and cultivating consumer loyalty. To further
consolidate its market position, the organization might think about maintaining and
adjusting these initiatives.
 40

3.15 Findings

On the basis of the data analyzed and interpreted, and in accordance with the
purposes of the research, the conclusions that follow are able to be drawn:

 A significant number of people prioritize both affordability and quality when

selecting a milk brand.
 The majority of responses are around the ages of 18 and 30.
 Products made by Amul have made a significant impact on all ages, regardless
of gender as well.
 Because of the COVID epidemic, individuals choose to purchase things from
nearby retailers, and Amul goods are easy to come across.
 Additional Amul items, like ice cream, cheese/butter, and paneer, are also
popular due to their flavor and recognition as a brand.
 Commercials are bringing a lot of attention for the Amul brand. Recognition of
the brand is really strong.
 When Amul parlors are established in every neighborhood, the intake of such
products will increase.
 The majority of those polled believe Amul is well-priced and well-packaged.
 Because of its savory flavor and reputation, Amul has an excellent reputation in
the heads of consumers.
 Customers believe Amul's pricing is fair when compared with rivals.
 41

Conclusion

Finally, Amul's marketing strategy is more than a commercial blueprint; it's a

cultural touchstone that continues to delight, inspire, and connect people across
generations. Amul's heritage will go on as long as there is bread to spread butter on,
reminding us that a brand's narrative is more than its products - it is the expression
of a nation's tastes, dreams, and aspirations.

The study found a substantial positive relationship between well-executed

sales promotions and increased brand recognition. The planned use of promotions
by AMUL Limited not only attracted the attention of the target audience, but also
succeeded in leaving a lasting impression in the minds of consumers. The findings
highlight the significance of a well-planned promotional campaign in increasing
brand awareness and recognition.

Amul's marketing strategy is a symphony of creativity, affordability, and

relatability that has touched millions of people's hearts. Amul's path, from its
humble beginnings as a cooperative organisation to its legendary status as the "Taste
of India," has been a monument to the power of great branding and clever
marketing. Its iconic Amul Girl, with her witty commentary and ageless appeal, has
cemented the brand's place not only on billboards but also in consumers' hearts.

Furthermore, throughout the study, the impact of sales promotions on

customer loyalty was clear. Engaging promotions not only drew in new customers
but also played an important part in maintaining existing ones. The commitment of
AMUL Limited to customer-centric promotions has clearly contributed to the
establishment of a loyal customer group, emphasising the long-term influence of
promotional activities on establishing sustained brand affinity.

As the business landscape evolves, AMUL Limited must constantly innovate

and modify its sales promotion techniques to meet with evolving consumer
demands. To ensure the long-term effectiveness of sales promotion activities, this
 42

study proposes a continual review of customer behaviours, preferences, and market

changes
In conclusion, the study reinforces the importance of sales promotions in
increasing not only brand recognition but also customer loyalty for AMUL Limited.
As the company navigates a competitive market, exploiting these insights will surely
enable AMUL Limited to consolidate its market position and strengthen its status as
a consumer favourite.
 43

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Questionary

1. Age Group

o Below 18

o Between 18 – 30

o Between 31 – 55

o Above 55

2. Do you buy dairy products from modern stores?

o Yes

o No

o Maybe

3. How do you know about Amul products?

o Advertisement

o Family / Friends

o Company Promotions

4. What is the off take of the product you use?

o Daily

o Weekly

o Monthly
 49

5. In your perception are Amul products are worth the price?

o Yes

o No

o Maybe

6. You are buying Amul products due to its

o Price

o Quantity

o Taste

o Brand Name

7. If any other brand start providing products at same price with same quality as
that of Amul, would you switch over?

o Yes

o No

o Maybe

8. Are you satisfied with the quality of Amul products?

o Yes

o No

o Maybe

9. Do you want more Amul parlours to be set up in your locality?

o Yes

o No

o Maybe

10. The products of Amul are reasonable priced as compared to competitors?

 50

o Strongly Disagree

o Disagree

o Neutral

o Agree

o Strongly Agree

11. The Amul Products are suitable packed

o Yes

o No

o Maybe

12. Which of the Amul products do you consume?

o Milk

o Ice-cream

o Sweet

o Curd

o Paneer

o Cheese

o Butter

Qualatitive Reserch questionnairy

1. General Product Feedback:

 Can you explain a specific experience with an AMUL product?
 What enhancements would you make to your favourite AMUL product?
 51

2. Brand Image:
 What words or phrases spring to mind when you think of the AMUL brand?
 Can you tell us about a memorable AMUL tale or interaction?

3. Suggestions for Improvement:

 What, in your opinion, can AMUL do to improve its product offerings?
 How can AMUL enhance its customer service or brand experience?

4. Problems and Concerns:

 Do you have any problems acquiring or using AMUL products?
 Do you have any concerns about AMUL dairy sourcing or production?