PROJECT REPORT

ON

“CUSTOMER AWARENESS”

ON

AMUL ADVERTISEMENT

Submitted in fulfilment of the requirement of the degree

Of
Master in Business Administration
Session (2022-2024)

Submitted to: Submitted By:

Controller of examination Name: GAURI THAKUR
MDU, ROHTAK Course: MBA
Sem:4th
Roll No.
Regn No. : 1911330615

DAV INSTITUTE OF MANAGEMENT

NH-3, NIT, FARIDABAD
(Affiliated to MD University, Rohtak)
 DECLARATION

I, Gauri Thakur class MBA 2nd year, 4th Sem, student of DAV INSTITUTE OF MANAGEMENT
hereby declare that the training report entitled “CUSTOMER AWARENESS ON AMUL
ADVERTISMENT” am an original work and the same has not been submitted to any other
institute for the award of any other degree and it is uniquely prepared by me.

Gauri Thakur
 ACKNOWLEDGEMENT

Firstly, I would like to express my gratitude to the Maharshi Dayanand University for
providing us this opportunity in our curriculum schedule.

Then I would like to thank DAV INSTITUTE OF MANAGEMENT for providing us the
conductive environment under which we are able to perform in the best possible manner.

I would also like to thank Ms. MEERA WADHWA for her sincere guidance and valuable
assistance for completing this project report.

I am pleased to record my gratitude and sincere thanks to all the respondents who have
contributed for the completion of this project.

In the end, it is with great pleasure and pride I present this report.

Gauri Thakur
 INDEX

SR. NO. NAME OF THE CONTENTS PAGE NO.

1. INTRODUCTION

2. LITERATURE REVIEW

3. RESEARCH METHODOLOGY

4. DATA ANALYSES AND INTERPRETATION

5. CONCLUSION &SUGGESTIONS
• Conclusion
• Findings
• suggestion

6. ANNEXTURE
• BIBLIOGRAPHY
• QUESTIONNAIRE
 Chapter-1
INTRODUCTION
 Trade name Amul Coop

Company type Cooperative

Industry Dairy

Founded 14 December 1946; 77 years ago

Founder Tribhuvandas Patel

Headquarters Anand, Gujarat, India

Area served Worldwide

Key people Jayen Mehta (managing director)

 Products Milk products

Revenue ₹52,000 crore (US$6.5 billion)[1] (2022)

Owner Dairy Producers of Gujarat

Number of employees 1,000 (officers and employees)

3.6 million (milk producers)[1]

• Banas Dairy
Divisions
• Dudhsagar Dairy

Website amul.com

Amul is an acronym (Anand Milk Union Limited) of the Indian Multinational cooperative society
named Gujarat Milk Marketing Federation based in Anand, Gujarat. It is under the ownership of
Gujarat Cooperative Milk Marketing Federation Limited, Department of Cooperation, Government
of Gujarat. It is controlled by 3.6 million milk producers. Amul spurred India’s White Revolution,
which made the country the world’s largest producer of milk and milk products and has since
ventured into overseas markets.

Tribhuvandas Kishibhai Patel founded the organisation in 1946 and served as its chairman until his
retirement in the 1970s. He hired Verghese Kurian in 1949, initially as the general manager, where
Kurien guided the technical and marketing efforts of the cooperative. Kurien briefly became the
chairman of Amul following Patel's death in 1994, and is credited with the success of Amul's
marketing.
HISTORY

Amul was found on 19 December 1946 as a response to the exploitation of small dairy farmers by
traders and agents. At the time, milk prices were arbitrarily determined, giving Polson an effective
monopoly in milk collection from Kaira and its subsequent supply to Mumbai.

Frustrated with the trade practices (which they perceived as unfair), the farmers of Kaira, led by
Tribhuvandas Patel, approached Sardar Vallabhbhai Patel, who advised them to form a cooperative.
If they did so, they would be able to directly supply their milk to the Bombay Milk Scheme instead
of working for Polson. Sardar Patel sent Morarji Desai to organise the farmers.

Following a meeting in Chaklasi, the farmers formed the cooperative and resolved not to provide
Polson with any more milk. Milk collection was decentralised, as most producers were marginal
farmers who could deliver, at most, 1–2 litres of milk per day. Cooperatives were formed for each
village. By June 1948, the KDCMPUL had started pasteurising milk for the Bombay Milk Scheme.
Then-Prime Minister Lal Bahadur Shastri visited Anand to inaugurate Amul's cattle feed factory.
On 31 October 1964, he spoke to farmers about their cooperative. After returning to Delhi, he set in
motion the creation of an organisation, the National Dairy Development Board (NDDB), to
replicate the Kaira cooperative in other parts of India. Under the leadership of Tribhuvandas Patel,
in 1973, Amul celebrated its 25th anniversary with Morarji Desai, Maniben Patel, and Verghese
Kurien.

The cooperative was further developed through the efforts of Verghese Kurien and H. M. Dalaya.
Dalaya’s innovation of making skim milk powder from buffalo milk was a technological
breakthrough that revolutionised India’s organised dairy industry.

With Kurien’s help, the process was expanded on a commercial scale, which led to the first modern
dairy cooperative at Anand. This cooperative would go on to compete against the established
players in the market.

The success of the trio (T. K. Patel, Kurien, and Dalaya) at the cooperative’s dairy soon spread to
Anand’s neighborhood in Gujarat. Within a short span, five unions in other districts – Mehsana,
Banaskantha, Baroda, Sabarkantha, and Surat – were set up, following the approach sometimes
described as the Anand pattern.

In 1970, the cooperative spearheaded the “White Revolution” of India. To combine forces and
expand the market while saving on advertising and avoiding competing against each other, the
Gujarat Co-operative Milk Marketing Federation Ltd., an apex marketing body of these district
cooperatives, was set up in 1973. The Kaira Union, which had the brand name Amul with it since
1955, transferred it to GCMMF. Technological developments at Amul have subsequently spread to
other parts of India.

In 1999, it was awarded the "Best of All" Rajiv Gandhi National Quality Award.

The GCMMF is the largest food product marketing organisation in India. As the apex organisation
of the dairy cooperatives of Gujarat, it is the exclusive marketing organisation for products under
the brand name Amul and Sagar. For more than five decades, dairy cooperatives in Gujarat have
created an economic network that links more than 3.1 million village milk products with crores of
consumers in India. In 2007, Gujarat Cooperative Milk Marketing Federation Ltd crossed US$1
billion in its sales turnover and entered the elite club of food companies having this distinction from
India. In one more major achievement, the dairy cooperatives of Gujarat under the GCMMF fold
crossed the mark of milk procurement of 10 million kilograms per day on 27 December 2007,
which is the highest ever milk procurement achieved by any dairy network in India, be it private or
cooperative. The entire quantity of milk received was accepted without any milk holidays and was
processed successfully into milk and other milk products.

In 2018, Amul inaugurated a new chocolate plant in Mogar, Anand, near their headquarters, with
Prime Minister Narendra Modi in attendance. The new plant has been built with an increased
capacity of 1,000 tonnes per month against the earlier 250 tonnes per month capacity. GCMMF has
invested around ₹3 billion in this project. It is a fully automated production factory with minimal
human intervention.

Amul and the Michigan Milk Producers Association (MMPA) collaborated in 2024 to introduce
fresh milk to the US market
UHT products and impact

Amul plant at Anand, Gujarat, showing the milk silos

Amul's portfolio has experienced a growth rate of 53% over the years. Long-life ultra-high-
temperature processing (UHT) products for urban populations, like Amul Taaza, are packed
in Tetra Pak cartons that undergo ultra-heat treatment to remove all harmful micro-organisms while
retaining the nutrition in the milk. Amul sells around 400,000–500,000 litres of UHT milk and
other value-added products per day. Further, forecasts this demand continue growing at 25%. The
UHT products have allowed Amul to become the leader in the packaged milk segment without the
requirement of maintaining a cold supply chain.
Promotion & Advertisement
In 1966, Amul hired Sylvester daCunha, the managing director of an advertising agency, to design
an ad campaign for Amul Butter. DaCunha created an operation consisting of a series of hoardings
featuring topical ads related to day-to-day issues. It was popular and earned a Guinness World
Record for the longest-running ad campaign in the world. In the 1980s, cartoon artist Kumar Morey
and scriptwriter Bharat Dabholkar were involved in sketching the Amul ads; the latter rejected the
trend of using celebrities in advertisement campaigns. Dabholkar credited chairman Verghese
Kurien with creating a free atmosphere that fostered the development of the ads.

Despite encountering political pressure on several occasions, daCunha's agency has made it a policy
not to back down. Some of the more controversial Amul ads include one commenting on the
Naxalite uprising in West Bengal, one on the Indian Airlines employees' strike, and one depicting
the Amul girl wearing a Gandhi cap.

In 2013, Amul tweeted a picture featuring the Amul Butter Girl, implying that "freedom of choice"
died in 2013, in opposition to the Supreme Court of India overruling the judgment of the Delhi
High Court and criminalising homosexuality again.

On 17 October 2016, the Amul Butter Girl celebrated 50 years since she first appeared in the
topical ad, titled "Thoroughbred". The ad showed a jockey holding a slice of bread during the horse
race season in 1966. The impish Amul girl had appeared for the first time even before that, with
Eustace Fernandez showing her offering bedtime prayers with a wink and a lick of lips, saying
"Give us this day our daily bread: with Amul butter".

Their ad on Aagey Badhta Hai India had an excellent response from the audience. It spoke about
how their milk is seen as a household product, with a catchy tune associated with it. It has over 39
lakh (3.9 million) views on YouTube.à

In February 2020, Amul posted a picture of the Amul girl treating Joaquin Phoenix with butter after
his academy award win for his role in the 2019 film, Joker. Since Phoenix is a vegan, Amul faced
criticism from vegans in India and PETA for the poor knowledge of his vegan activism and life.

Amul posted a picture of its mascot, the Butter Girl, celebrating with PV Sindhu for winning the
bronze medal in Women's singles Badminton tournament at the Tokyo Olympics in August 2021.
THE AMUL MODEL

The Birth of Amul

⚫ It all began when milk became a symbol of protest
⚫ Founded in 1946 to stop the exploitation by middlemen
⚫ Inspired by the freedom movement
The seeds of this unusual saga were sown more than 74 years, a small town in the state of
Gujarat in western India. The exploitative trade practices followed by the local trade cartel
triggered off the cooperative movement. Angered by unfair and manipulative practices
followed by the trade, the farmers of the district approached the great Indian patriot Sardar
Vallabhbhai Patel for a solution. He advised them to get rid of middlemen and form their
own co-operative, which would have procurement, processing and marketing under their
control.

In 1946, the farmers of this area went on a milk strike refusing to be cowed down by the
cartel. Under the inspiration of Sardar Patel, and the guidance of leaders like Morarji Desai
and Tribhuvandas Patel, they formed their own cooperative in 1946.

This co-operative, the Kaira District Co-operative Milk Producers Union Ltd. began with
just two village dairy co-operative societies and 247 litres of milk and is today better known
as Amul Dairy. Amul grew from strength to strength thanks to the inspired leadership of
Tribhuvandas Patel, the founder Chairman and the committed professionalism of Dr
Verghese Kurien,who was entrusted the task of running the dairy from 1950.

The then Prime Minister of India, Lal Bahadur Shastri decided that the same approach
should become the basis of a National Dairy Development policy. He understood that the
success of Amul could be attributed to four important factors. The farmers owned the dairy,
their elected representatives managed the village societies and the district union, they
employed professionals to operate the dairy and manage its business. Most importantly, the
co-operatives were sensitive to the needs of farmers and responsive to their demands.
At his instance in 1965 the National Dairy Development Board was set up with the basic
objective of replicating the Amul model. Dr. Kurien was chosen to head the institution as its
Chairman and asked to replicate this model throughout the country.

The Amul Model

The Amul Model of dairy development is a three-tiered structure with the dairy cooperative
societies at the village level federated under a milk union at the district level and a
federation of member unions at the state level.

Establishment of a direct linkage between milk producers and consumers by eliminating

middlemen

Milk Producers (farmers) control procurement, processing and marketing

Professional management

The Amul Model has helped India to emerge as the largest milk producer in the world. More
than 16 million milk producers pour their milk in 185903 dairy cooperative societies across
the country.
Their milk is processed in 222 District Co-operative Milk Unions and marketed by 28 State
Marketing Federations, ensuring a better life for millions.

At his instance in 1965 the National Dairy Development Board was set up with the basic
objective of replicating the Amul model. Dr. Kurien was chosen to head the institution as its
Chairman and asked to replicate this model throughout the country
 Startegies of customer related

⚫ Factors Influencing Customer′ s Purchase Decision towards AMUL′ s Camel Milk in

IndiaThe Birth of Amul
⚫ It all began when milk became a symbol of protest
⚫ Founded in 1946 to stop the exploitation by middlemen
⚫ Inspired by the freedom movement
⚫ The seeds of this unusual saga were sown more than 74 years, a small town in the
state of Gujarat in western India. The exploitative trade practices followed by the local
trade cartel triggered off the cooperative movement. Angered by unfair and
manipulative practices followed by the trade, the farmers of the district approached the
great Indian patriot Sardar Vallabhbhai Patel for a solution. He advised them to get rid
of middlemen and form their own co-operative, which would have procurement,
processing and marketing under their control.

⚫ In 1946, the farmers of this area went on a milk strike refusing to be cowed down by
the cartel. Under the inspiration of Sardar Patel, and the guidance of leaders like
Morarji Desai and Tribhuvandas Patel, they formed their own cooperative in 1946.

⚫ This co-operative, the Kaira District Co-operative Milk Producers Union Ltd. began
with just two village dairy co-operative societies and 247 litres of milk and is today
better known as Amul Dairy. Amul grew from strength to strength thanks to the inspired
leadership of Tribhuvandas Patel, the founder Chairman and the committed
professionalism of Dr Verghese Kurien,who was entrusted the task of running the dairy
from 1950.

⚫ The then Prime Minister of India, Lal Bahadur Shastri decided that the same
approach should become the basis of a National Dairy Development policy. He
understood that the success of Amul could be attributed to four important factors. The
farmers owned the dairy, their elected representatives managed the village societies and
the district union, they employed professionals to operate the dairy and manage its
business. Most importantly, the co-operatives were sensitive to the needs of farmers and
responsive to their demands.

⚫ At his instance in 1965 the National Dairy Development Board was set up with the
basic objective of replicating the Amul model. Dr. Kurien was chosen to head the
institution as its Chairman and asked to replicate this model throughout the country.

⚫ The Amul Model

⚫ The Amul Model of dairy development is a three-tiered structure with the dairy
cooperative societies at the village level federated under a milk union at the district
level and a federation of member unions at the state level.

⚫ Establishment of a direct linkage between milk producers and consumers by

eliminating middlemen

⚫ Milk Producers (farmers) control procurement, processing and marketing

⚫ Professional management

⚫ Their milk is processed in 222 District Co-operative Milk Unions and marketed by
28 State Marketing Federations, ensuring a better life for millions
⚫ The Amul Model has helped India to emerge as the largest milk producer in the
world. More than 16 million milk producers pour their milk in 185903 dairy
cooperative societies across the country.
What is Customer awareness?

Customer Awareness refers to the degree your potential customer is aware of their problems,
pain points, possible solutions, your product, and how you can solve their problems.

Put simply, If the customer doesn’t know they have a problem, they won’t buy your product.

Surely you have heard that one of the keys to selling is to send the right message, to the right
person and at the right time. And it makes all the sense in the world.

To do this, the first step is to ask yourself a question. Does your potential customer really know
that they have a problem? Are they aware?

A person can go through different steps until they are ready to buy. These phases are directly
related to the sales/marketing conversion funnel of a company.

Overview of the 5 stages of customer awareness

Completely Unaware: A person who doesn’t know they have a problem and therefore doesn’t
know you or your solution.

Problem Aware: A person who knows they have a problem, but doesn’t know there are
solutions to that problem.

Aware of the solution: The person who is aware of the problem knows that there are solutions
but has not yet opted for one and also does not know your product.

Product Aware: A person who already knows about your product but isn’t totally sure it will
solve their problems. You have to work on objections.
Fully aware: Finally, the person who knows a lot of information about your product is already about
to buy but needs one last push.

Why it is so important to know the 5 stages of customer awareness?

You have to understand one thing. Not all people are equally prepared to make a purchase.

Some people may already be thinking about purchasing, but the vast majority are looking for
solutions to their problems. They may not even know they have it yet.

That is, to transform cold traffic (a stranger), into warm traffic (they already know you) and into hot
traffic (they know your solution).

For this reason, talking to all people with the same message is a big mistake. It must be
adapted to the different levels of awareness your customers have. Adapting your strategy to
each of the stages is one of the keys to making your business profitable.

Another thing you have to understand is that people don’t buy products, they buy solutions.

When I buy myself a coffee in the morning before going to work, it is not for pure pleasure.

It’s so that I don’t get sleepy, be alert and with it, be more productive.
 Chapter-2
REVIEW
OF
LITERATURE

Inamdar V. H, Mali Pandit Yashwant,2022, Worldwide per capita consumption of ice cream
is 2.3 litres with USA leading at 22 litres Australia 18 litres, UK 7 liters, Thailand 1.8 litres,
Pakistan 800 ml and India 300 ml. The Asian market is growing at a rate of 6.9% over last year’s
whereas the experts estimate the growth rate of Indian market to be 12%. If anything the figures
indicate for Indian market is that there is huge potential lying untapped and a better understanding
of Indian customer is the need of the hour.Ice cream consumption in India is still majorly limited to
metropolitan towns. Despite being a hot country with a young population, India has never made ice-
cream culture its own, unlike in the West.

Nitish Kumar Singh, Harishchandra 2023 While Camel milk has a huge potential to attract
private investment due to it’s therapeutic properties, these could also be consumed by lactose
intolerant individuals. However, in India, individuals still seem to be hesitant to purchase camel
milk and it’s products. Only AMUL has attempted to popularise camel milk by introducing pet
bottles. The current study, therefore, would examine the factors impacting Indian consumers'
decision to purchase AMUL's camel milkThe present quantitative exploratory research used
collected data (N= 388, Male= 329, Female= 59) using a structured questionnaire from
Gandhinagar, Gujarat between the age group of 21 to 65 years (Mean= 30 and SD= 1.85) using
judgemental sampling technique. Logit regression analysis was performed using R softwareThe
findings revealed that brand image, perceived awareness, health benefits, and therapeutic use were
all significantly positive correlates of purchase intentionFuture research could explore on
comparison studies between other cities’ consumption of AMUL’s camel milk. Additionally, studies
could also expand on the consumers’ buying behaviour pattern using theoretical models.

Sapna Arora, Krishna Prabha , Vijay Singh Sharanagat 2021 In a developing country like
India, consumers are shifting from high-energy diet to balanced nutritional diet, which enhances the
metabolic, physiological, functional and health benefits of consumers. The growing self-care and
health-embracing population made the probiotic sector as lucrative market for functional food
manufacturers and suppliers. Therefore, an analysis is required to understand consumers’
knowledge and buying behavior regarding probiotic products for product innovation and
development.Awareness, knowledge and consumption patterns of probiotic products were
investigated among randomly selected 306 consumers in the Sonipat city of Haryana, which comes
in the proximity of national capital, i.e. Delhi, India. A structured questionnaire with exploratory
characteristics was developed and face-to-face interviews were conducted as a part of data
collection.The inference is that there is immense potential for the probiotic fruit beverage market as
a higher proportion of the population was interested in probiotic products delivered with fruits as a
base matrix followed by dairy products. Further, government’s initiation and support are required
not only for manufacturing such health-beneficial products having therapeutic value but also to
spread awareness regarding the necessity of including such products in the meals of the growing
children.

Mahadevan A, Amul Praveena N, 2018, Service sector plays a predominant role and significant
contributions to the development of a nation s economy as well as its social development. In the
modern era, service sector plays a critical role in the development of wealth newlinegeneration of a
country where it reflects as an improved figure of GDP. In developed countries with strong
economies are leaded by services which reportedly for more than seventy percent of their respective
GDP. Whenever newlineIndia shows upward step in economy, the Indian banking industry is
hovering to produce valuables as the industry reflects the strength of our economy.

Ashna Dev , 2020 Consumer preference is defined as the subjective tastes of individual
consumers, measured by their satisfaction with those items after they have purchased it. This
satisfaction is often referred to as utility. Consumer value can be determined by how consumer
utility compares between different items. Scope of the study immense as it is aim to know the
purchasing behaviour and satisfaction level of the customers towards various Milk products. The
study will be based on both primary and secondary data. Kottayam district of Kerala has been
selected as the sample area for the purpose of this study.

.
Abhishek Tilekar,2020 The project here is to understand the trends in the Indian Milk Industry
from a managerial perspective. Here we are going to explain the various fields regarding the
changing mindset of consumers. We are going to lay some points regarding the importance of
consumer mindset. Objective will be defined for acquiring the importance of changing mindset of
consumers and the techniques used by managers to perceive this change. Depending on the various
objectives various qualitative and quantitative questions are prepared. A survey will be done on
various qualitative and quantitative questions. Then the data that we are getting through the survey
then we analyse it in details using various graphs and further listing down the findings.

Pradeep P Liman, Shashank Gaur 2020 The study was carried out to achieve the prescribed
objectives of the study it was needed to follow systematic and scientific approach to interpret the
results of the study. Methodology includes the detail description of the study area, source of the
data, sampling techniques, analytical tools and other information. The marketing mix for Amul milk
was conceded along with study of all P’s of marketing mix. The awareness of Amul milk was
created by using the promotional kit viz. includes-kiosk, umbrella, posters, flyers, coupons, etc. The
data was primary was collected from the selected locality by personal interview and door to door
survey. The promotion offer was broadcasted and the data during the promotion was compiled. The
sell before the promotion activity, during the promotion activity and after the activity was analyzed
and interpreted to conclude the mentioned study. During the survey it was witnessed that Chitale
being the local brand was consumed maximum. After the promotion activity of consumer
acceptance for Amul Milk was studied and analyses efficaciously. It was seen that around 33% of
the area potential was acquired successfully by Amul and it is estimated that it will increase
gradually

Ashna Dev 2020,A Consumer preference is defined as the subjective tastes of individual
consumers, measured by their satisfaction with those items after they have purchased it. This
satisfaction is often referred to as utility. Consumer value can be determined by how consumer
utility compares between different items. Scope of the study immense as it is aim to know the
purchasing behaviour and satisfaction level of the customers towards various Milk products. The
study will be based on both primary and secondary data. Kottayam district of Kerala has been
selected as the sample area for the purpose of this study. A total number of 50 samples have been
selected for this study. The samples were selected using convenience sampling technique. The tools
and techniques used in this study are percentages, tables and chart..

Syed Haider Ali,Stuti Tripathi, Priyanka Khare,2019, The present trend of marketing has brand
awareness in air blowing all newlinearound. It makes the response of customer easy towards
brands. The awareness of brand newlineand preference of customers towards product are vital
element for the success of newlinebusiness. Increased mass media coverage has made customers
conscious about their newlinesocial status and lifestyle. They have developed their own preference
for the products. newlineThe customer prefers the brand, which is familiar to them. The massive
market of fast newlinemoving consumers goods having low involvement starve for customer
attention, loyalty newlineand preference. Few companies are dominating the market, there is
question mark on newlinethe survival of others. Thus the aim of the research work is to get
diagnostic information newline about the FMCG market

Rashi Naresh Gupta And J, Gutha Mahesh Kumar,2020, In India, the need for promotion of
dairy industry arises due to several considerations such as low per capital, availability of milk,
prevalence of large scale unemployment. Various dairy development programmes were started to
ensure supply of adequate quantity of milk at reasonable price to urban consumers and to provide
viable subsidiary occupation to unemployed rural poor so as to raise their income earning capacity.
The history of Indian dairy milk products is perhaps as old as Indian cultivation itself. Even our
ancestors began to domesticate milk animals; they found innovative ways to convert highly
perishable milk into yogurt; often gifted cattle as rewards to their kinsmen. Thus, it is not surprising
that Indians have a deep-rooted tradition of using milk and milk products. The Indian sub-continent
has one of the longest histories of cultural organization. For several thousand years, Indian
agriculture and food consumption have depended not only on applying human labour to the land,
but also on the domestication of the cow and the buffalo which in varying degrees provide milk and
dung. The bulk of these outputs have always been converted from the by-products and waste
products of mixed farming fed to the animals and this is still the case to-day. Both production and
consumption of milk, however, are far from evenly distributed.

Kothari, Kushal Jain , Rokade, Kapil2021, The dairy cooperative movement has spread across
the length and breadth of the country, covering more than 125,000 villages of 180 Districts in 22
States. • The movement has been successful because of a well-developed procurement system &
supportive federal structures at District & State levels. • The White Revolution made a profound
impact on rural masses and encouraged them to take up dairying as a subsidiary occupation. • India
has become the leading producer of milk in the world. The milk production that was about 17
million tons in 1950-51 rose to over 105 million tons in 2007-08. The production of milk has gone
up by more than six times when compared with that of the Pre-Independence situation. • The per
capita availability of milk per day at present is about 200 gm as against 100 grams before the White
Revolution. • The import of milk and milk production has been reduced substantially. • The small
and marginal farmers and the landless laborers have been especially benefitted from the White
Revolution. • To ensure the success of Operation Flood Programme, research centers have been set
up at Anand, Mehsana, and Palanpur (Banaskantha). Moreover, three regional centers are
functioning at Siliguri, Jalandhar, and Erode. Presently, there are metro dairies in 10 metropolitan
cities of the country, besides 40 plants with the capacity to handle more than one lakh liters of milk.

Kumar Suneel, Gupta Pooja,2019, Human beings have always pursued security. This search for
security was an imperative motivating force in the initial formations of families, clans, tribes and
other groups. Undeniably, groups have been the primary source of both emotional and physical
security, since the beginning of human kind. These groups ensure a less unpredictable source of
life‟s necessities than that which isolated humans and families could provide and have helped their
less fortunate members during the time of crunch. People till today continue their quest to achieve
security and reduce uncertainties and for this they rely on groups for financial stability. The group
may be our employer, the government or an insurance company, but the concept is same. In some
ways, however we today are more vulnerable than ancestors
Goyani, Mukesh, Patel, Amitkumar Prabhakarbhai,2023, The main objective of this research
was to measure the awareness level for health insurance products in South Gujarat. Based on the
research conducted to measure the awareness level for health insurance products in South Gujarat,
it can be concluded that there is a moderate level of awareness among the target population.
Chapter one of this thesis provides a comprehensive overview of the insurance industry, with a
specific emphasis on health insurance in India. It begins by tracing the origin of insurance and its
evolution over time, giving readers a historical context. The chapter then explores the development
of the insurance sector in India, shedding light on its historical background and growth. It goes onto
offer insights into the global insurance industry, presenting current trends and developments.
Subsequently, the focus narrows down to the insurance sector in India, discussing its size, structure,
and key players. A significant portion of the chapter is dedicated to highlighting the importance of
health insurance in the Indian context, considering the increasing healthcare needs of the
population.

Nayak Keyur, Yadav Poonam,2017, Results and Discussion: From the research, it was found that
there is a relationship between the demographic profiles and sub-variables of awareness level. It is
also concluded that there exist a relationship between the demographic profiles and subvariables of
satisfaction level. After using anova and Post Hoc Anova, it was found that variances are not equal
for all the location with reference to the sub-variables of awareness level and satisfaction level
newline newlineConclusions: The study provides the information about the level of awareness and
satisfaction of the innovative banking users in South Gujarat Region. From the study, it is found
that the innovative user s usage of innovative banking is based on their demographic profile. The
most important factor which impacts the awareness and satisfaction level is the security and
technical issues

Saluja Rajni, Sharma Dimple,2022 Indian banks are working under intense competition from
new generation banks and foreign banks. It is due to advancement of information technology which
makes the dramatic changes in the banking industry. By this, customers are becoming very
demanding and it is the extensive use of technology that enables banks to satisfy adequately the
requirement of customers by adding a degree of variation in the services provided by the banks with
the emergence of Payments Banks services. So, it becomes necessary to study the nature, features
and extent of Payment Banks services and their impact on the operational performance and service
quality. newline Despite the increasing importance of Payment Banks services, the research
pertaining to Payment Banks in Indian context has been limited. Most of the research work was
conducted on national and an international basis but awareness and satisfaction of Punjab customers
has not been studied much.

Thomas, Bino, Jacob, Mathew,2015 Brands help to identify and differentiate goods and services
of one organisation from those of another. They simplify shopping, aid in the processing of
information about products and let the buyer feel confident of purchase decision. Powerful brands
maintain interactions that repeatedly result in high value experiences. Such brands allow
organisations to capitalise on the strong long term customer relationship leading to brand equity. No
doubt, rapid changes taking place in the global market and the increased competition among firms
made “Brand Management” an important strategic task. Good brand management brings about clear
differentiation between products, ensures consumer loyalty and preferences and may lead to a
greater market share. Noticeably, how branding affects the Brand Purchase Behaviour (BPB) of
customers and how they react and respond towards brands are normally strange to companies

Somasundaram R, Prakash N,2019. The Indian retail industry is the most dynamic challenging
and fastpaced sector in the growing Indian economy due to the entry of several new capable
innovative players Retailing is one of the biggest business and second largest business after
agriculture in India The retail sector in India has shown a rising trend in various formats of retailing
The Indian retail stores are categorized into number of formats transiting through the new phase
Most of the formats are very new to the customers Retail formats will have to pick the models that
are customized to taste and habits of the Indian customers Apparel retail business had played an
outstanding role throughout India by providing valuable goods and services for the customers
feedback and retaining them has been a very dynamic and never ending process which the
companies are following in the new era newline.
 CHAPTER-3
RESEARCH
METHODOLOGY
RESEARCH OBJECTIVE

The purpose of research is

to Discover answers to question through the application of scientific procedure.

The main aim of research is to find out the truth which is hidden and which has not been
discovered as yet.

Though each research study has its own specific purpose, we may think of research objectives as
falling into a number of following broad groupings:

• To gain familiarity with a phenomenon or to achieve new insight into it (studies

with this object in view are termed as exploratory or formulative research studies).

• To portray accurately the characteristics of a particular individual, situation or a

group (studies with this object in view are known as descriptive research studies).

• To determine the frequency with which something occurs or with which it is

associated with something else(studies with this object in view are known as diagnostic
research studies)
 RESEARCH DESIGN

A research design is this arrangement of conditions for collection and analysis of data in manner
that aims to combined relevance to the research to the research purpose with economy in
procedure.

As such the design includes an outline of what researcher will do from writing the hypothesis and
its operational implication to the final analysis of data.

More explicitly, the design decisions happen to be in respect of:

• What is the study about?

• Why is the study being made?

• Where will the study be carried out?

• What type of data is required data be found?

• Where can the required data are found?

• What periods of time will the study includes?

• What will be the sample design?

 • What techniques of data collection will be used?

• How will the data be analyzed?

• In what style will the report be prepared?

RESEARCH METHODOLOGY

The research involved data collection techniques:

• Primary Sources

• Secondary sources

PRIMARY SOURCES:

Data is the data which is collected for the first time. It is collected from the source of origin.

For primary data collection questionnaire was framed considering certain factors like manpower
planning, recruitment sources, selection methods etc. the objectives of the study was also kept in
mind.

A copy of the questionnaire is also attached in the Annexure.

Questionnaire method is being followed and was preferred over interview method because:

• It is more economical

• This method can cover wider areas

• This method is original and therefore very reliable

 • Respondents feel more comfortable while answering the questions asked.

SECONDARY SOURCES:

The secondary data are those high are already in existence and which have been collected, for
some other purpose than the answering of the questions in hand.

The secondary data collection involved desk study, which was carried out to obtain background
information about the sample companies.

The main sources of information were company reports, pamphlets, and magazine and personnel
department.

SAMPLE SIZE - 200

SAMPLE TECHNIOQUE – PROBABILITY

OBJECTIVE OF THE STUDY

• To know awareness of people towards Amul product.

• To know the preference of Amul products with comparison too other competitive
brands.
• To know the factors which affects consumer’s buying behaviour while purchase
milk.
• To do swot analysis of Amul.
• To recommend strategies to increase the sale of Amul product.
Limitations of the study:-

Every attempt will be taken to obtain the error free and meaningful result but as nothing in this
would be 100% perfect. I believe that there will still the chance forever on account of following
limitation.

• I have not full of knowledge of Amul food related sector.

• Questionnaire not giving the right answers.
• Limited access to collect information from online.
• More time consuming to collect the answers of questionnaire.
• Issue with research samples and selection.
• Time pressure and fatigue on the past of respondent and interview.
CHAPTER-4
DATA ANALYSIS &
INTERPRETATION
DATA ANALYSIS AND INTERPRETATION

1. How did you come to know about Amul milk?

how did you come to know about amul milk ?

Frequency Percent Valid Cumulative

percent
Percent

Val by friends/family 176 50.3 50.3 50.3

id

direct mailers 10 2.9 2.9 53.1

T.v ads 164 46.9 46.9 100.0

Total 350 100.0 100.0

From the above table & graph, it can be found that out of 350 respondents 50.3% of the consumers
were aware about Amul milk through friends/family , 46.9% through T.V Ads and 2.9% through
Direct mailers thus it can be interpreted that majority 50.3% of the consumers were aware about
Amul milk through friends/family.
2. What is the most important factors that matters while buying an Amul milk?

most important factor that matters while buying an amul milk?

Frequency Percent Valid Cumulative

Percent Percent

Valid quality 246 70.3 70.3 70.3

taste 42 12.0 12.0 82.3

availability 30 8.6 8.6 90.9

brand 32 9.1 9.1 100.0

Total 350 100.0 100.0

 From the above table & graph, it can be found that out of 350 respondents 70.3% of consumers
says quality is the most important factor while buying Amul milk, 12% prefers taste as important
factor and 9.1% prefers Brand and 8.6% prefers availability. Thus it can be interpreted that
majority 70.3% of consumers says quality is the most important factor while buying Amul milk

3.How do you rate Amul milk in comparison with other brands?

how do you rate Amul milk in comparison with other brands?

Cumulative
percent
Frequency Percent Valid
Percent

Valid Good 154 44.0 44.0 44.0

very good 105 30.0 30.0 74.0

excellent 91 26.0 26.0 100.0

Total 350 100.0 100.0

 From the above table & graph, it can be found that out of 350 respondents 44% of consumers
rate Amul milk as Good in comparison with other brands, 30% rate as very good and 26% rate as
excellent. Thus it can be interpreted that majority 44% of consumers rate Amul milk as Good in
comparison with other brands.

3. Based on your experience with Amul milk please indicate your satisfaction level With the
following parameter.

(A) Quality

Cumulative
Percent
Frequency Percent Valid Percent

Valid Highly dissatisfied 10 2.9 2.9 2.9

Dissatisfied 15 4.3 4.3 7.1

Satisfied 175 50.0 50.0 57.1

highly satisfied 150 42.9 42.9 100.0

Total 350 100.0 100.0

From the above table & graph, it can be found that out of 350 respondents 50% of the consumers
are satisfied with the Quality of Amul milk, 42.9% are highly satisfied ,4.3% are dissatisfied
and 2.9% are highly dissatisfied. Thus it can be interpreted that majority 50% of the consumers
are satisfied with the Quality of Amul milk.
. 4(b). Price

Frequency Percent Valid Cumulative

Percent Percent

Valid highly satisfied 15 4.3 4.3 4.3

Dissatisfied 97 27.7 27.7 32.0

neither satisfied nor 93 26.6 26.6 58.6

dissatisfied

Satisfied 98 28.0 28.0 86.6

highly satrisfied 47 13.4 13.4 100.0

Total 350 100.0 100.0

From the above table & graph, it can be found that out of 350 respondents 28% of the consumers
are satisfied with the price of Amul milk, 27.7% are dissatisfied, 26.6% are neither satisfied nor
dissatisfied,13.4% are highly satisfied and 4.3% are highly dissatisfied. Thus it can be interpreted
that majority 28% of the consumers are satisfied with the price of Amul milk.
 Chapter- 5
CONCLUSION & SUGGESTION
 CONCLUSION

Amul is a well-known dairy brand in India and has been running its iconic "Amul girl"
advertising campaign since 1966.

The campaign features a young girl in a polka-dotted dress who has become a recognizable
symbol of the brand's values of simplicity, quality, and freshness. The Amul girl has appeared
in numerous print and television ads over the years, often featuring humorous and topical
messages that reflect current events and issues.

Consumer awareness involves informing the buyer about the complete details of the
product. It helps the buyer to decide effectively.

It is all about providing the consumers the knowledge about the products like the maximum
retail price, date of production and expiration, usage of the product, standardization, and
others.

An efficient salesman would inform the customers about every aspect of the product. It
requires the salesman to have a piece of complete and intense knowledge about the product
that he is selling.

Consumer awareness is essential for the consumers because- after buying the product the
customer should not feel exploited. It prohibits the consumption of harmful goods. Customer
satisfaction is achieved after customer awareness. Both are directly related.

Overall, Amul's advertising campaign has been very successful in establishing the brand's
identity and building strong brand awareness among consumers.

The Amul girl is now an iconic figure in Indian advertising, and the campaign has won
numerous awards and accolades over the years.
Findings:
1. From the survey conducted it was found that 90% of the consumers buy milk daily.
2. From the survey conducted it was found that 50.3% of the consumers were aware
about Amul milk through friends/family, 46.9% through T.V Ads and 2.9%
through Direct mailers
3. From the survey conducted it was found that out of 350 respondents 70.3% of
consumers says quality is the most important factor while buying Amul milk, 12%
prefers taste as important factor and 9.1% prefers Brand and 8.6% prefers
availability.
4. From the survey conducted it was found that 44% of consumers rate Amul milk as
Good in comparison with other brands, 30% rate as very good and 26% rate as
excellent.

5. From the survey conducted it was found that 50% of the consumers are highly
satisfied with the taste of Amul milk, 43% are satisfied and 7% are highly
dissatisfied.
6. From the survey conducted it was found that 28% of the consumers are satisfied
with the price of Amul milk, 27.7% are dissatisfied, 26.6% are neither satisfied
nor dissatisfied,13.4% are highly satisfied and 4.3% are highly dissatisfied.
7. From the survey conducted it was found that out 350 respondents 70% of the
consumers had no suggestions to give, rest 30% of consumers suggested for Amul
milk some common suggestions are to reduce the Amul milk price.
Suggestions:
1. From the survey it was observed that consumers have concern for price of Amul
milk (i.e. approx. RS 2 is costly compared to competitive product price) so it is
recommended that Amul needs to come up with the Advertisement strategy
highlighting the quality of Amul milk ,so that consumers are satisfied with the
price and to further investigate with the detailed research such as
• Qualitative Research: This type of research helps to create in depth
understanding of problems or issues. Here open ended questions are asked
to the consumers. The various method of qualitative research are one-to-
one interview, focus group interviews, Content/text Analysis, case study
research etc so Amul should come up with Qualitative Research so that it
helps in understanding the problems of Amul Milk with respect to price.
• Quantitative Research: It is structured way of collecting data and analyzing
it to draw a conclusions. Quantitative research involves a large number of
population - more people mean more data. This method uses a
computational and statistical process to collect and analysis data, Here
close ended questions are asked to the consumers, The various methods of
Quantitative Research are Online Survey and Questionnaires etc so Amul
should Amul should come up with Qualitative Research with respect to
prices by taking consumers and retailers as sample.
2. From the survey it was observed that Quality plays a dominant role to move in the
market, so it is recommended to Kaira District co cooperative milk producers
unions LTD, Amul dairy to maintain the same quality to survive cut-throat
competitions.
3. From the observation during the survey it is found that Amul hoardings are a huge
success, it can penetrate even better in rural and urban areas by advertising through
the media via cable channels and newspapers, sponsoring shows in T.V and sports
event by this customers can be aware of various Amul milk Packets and even non
consumers of Amul milk gets influenced and purchase Amul milk.
 Chapter- 6
ANNEXURE BIBLIOGRAPHY
Author Dr. S.L. Varshney and Dr. R.L. Gupta) YEAR 2005 (Marketing Management),
(Published by Third Revised Edition, Sultan Chand and Sons.) Page no 161

• (Author Roddy Mullin ) YEAR 2010 (Sales Promotion) (published by Kogan

Publication)Page no 201.
• (Author Gupta SL , Rattan VV) YEAR 2004 (Sales and advertisements) (Published by
SultanChand and Sons) Page no 78.
• o (Author John A Pearce , Richard B) YEAR 2017 (Strategic Management)
(Published by
• Mc Grew Hill Education) Page no 351

• (Author Brian Tracy) YEAR 2018 (SalesSuccess) (Published by Manjul

Publishing

• House) Page no 127

• (Author Brian Tracy) YEAR 2015 (Sales Management)(Published by Manjul
Publishing House) Page no 69
 QUESTIONAIRE

QUESTIONAIRE

NAME………………………………AGE……………………………...
DESIGNATION……………………..LOCATION………………………
ADDRESS………………………………………………………………….
MOBILE NO…………………………….
GENDER…………………………
Annual income:
(a) <100000 (b) <200000 (c) <300000 (d) <400000

Q.1. Do you watch advertisement daily?

o YES
o NO

Q.2. Do you like advertisement?

o YES
o NO

Q.3. Do you think advertisement is important?

o YES
o NO

Q.4. The best media for AMUL advertisement according to you?

 o TV
o NEWS PAPER
o MAGAZINE
o BILLBOARD
o OTHER

Q.5. Which mode of AMUL advertisement influence you more?

o TV
o NEWS PAPER
o MAGAZINE
o BILLBOARD
o OTHER

Q.6. Does advertisement provide an accurate view of AMUL to you?

o YES
o NO

Q.7. Does AMUL advertisement influence your preference?

o YES
o NO

Q.8. Which AMUL product you use?

o MILK
o BUTTER
o ICE CREAM
o OTHER

Q.9. What is your attitude towards AMUL advertisement?

o INFORMATIVE
o MISLEADING
 o ENTERTAINING
o CAN’T SAY

Q.10. Does information shown in AMUL advertisement is enough for decision making?

o YES
o NO

Q.11. Do you buy any product after watching AMUL advertisement?

o YES
o NO

Q.12. Does product is available after watching advertisement?

o YES
o NO

Q.13. Does AMUL product quality is similar as shown in advertisement?

o YES
o NO

Q.14. Do you trust on the AMUL advertisement?

o YES
o NO

Q.15. How many advertisements you prefer in 1 hour?

o 1-3
o 4-6
o 7-9
o More than 10
 IMPORTANT LINKS

https://onlykutts.com/index.php/2021/07/13/amul-taste-of-india/

https://brandyuva.in/2016/12/amul-doodh-doodh-ad-jingle.html

https://www.google.com/search?q=amul+brand+recall&client=firefox-b-
d&sxsrf=APwXEdcpG2OZOZa-
gdtIxvpXzFEnItmf5g%3A1683123991555&ei=F29SZLjIIbPy4-
EPyOqwwAI&oq=AMUL&gs_lcp=Cgxnd3Mtd2l6LXNlcnAQARgAMgcIIxCwAxAnMgcII
xCwAxAnMgcIIxCwAxAnMgoIABBHENYEELADMgoIABBHENYEELADMgoIABBHE
NYEELADMgoIABBHENYEELADMgo

https://en.wikipedia.org/wiki/Amul

https://www.facebook.com/amul.coop/

https://amul.com/

https://www.google.com/search?q=amul+jingle+line&client=firefox-b-
d&sxsrf=APwXEdfP448-3AdVhRTJmmqESbJAcpbgQA%3A168

https://www.google.com/search?client=firefox-b-d&q=AMUL