G.L.

Bajaj Institute of Management & Research

Approved by A.I.C.T.E., Ministry of HRD, Govt. of India

Plot No. 2, Knowledge Park-III, Greater Noida

PGDM BATCH-2022-24

A Dissertation Report On “A study on Consumer preference of Amul,

Mother Dairy and Kwality Wall’s ice-cream with special reference to its
packaging, taste and price”

Submitted on partial fulfilment of the requirement for the award degree

of Post Gradute Diploma in Managemenet

GUIDED BY: SUBMITTED BY:

(Prof. Nishant Tyagi ) Mohammed Faisal Siddique

PGDM22285

1
 G.L. Bajaj Institute of Management & Research
Approved by A.I.C.T.E., Ministry of HRD, Govt. of India
Plot No. 2, Knowledge Park-III, Greater Noida

FACULTY GUIDE CERTIFICATE

This is to certify that the work reported in the Dissertation Report on “A study on
Consumer preference of Amul, Mother Dairy and Kwality Wall’s ice-cream with
special reference to its packaging, taste and price”, submitted by Mohammed Faisal
Siddique at G L Bajaj Institute of Management & Research, Greater Noida, India, is
a Bonafede record of her/ his work carried out under my supervision. This work has not
been submitted elsewhere for any other degree or diploma.

(Signature of Faculty Guide)

Name: Prof. Nishant Tyagi

Date:

2
 G.L. Bajaj Institute of Management & Research
Approved by A.I.C.T.E., Ministry of HRD, Govt. of India
Plot No. 2, Knowledge Park-III, Greater Noida

ACKNOWLEDGEMENT

I would like to thank the following people, without whom I would not have been able to
complete this Dissertation Report

My heartfelt thanks goes to our Director Dr. SAPNA RAKESH for providing an
opportunity work on Dissertation Report right from the first trimester of the program.

I convey my sincere thanks to my Faculty Guide Prof. Nishant Tyagi for providing me
the constant support and guidance to carry out my project effectively and efficiently.

I would also like to convey my gratitude to all faculty members and staff for their
support and guidance.

Mohammed Faisal Siddique

PGDM 22285
Trimester-V
PGDM Batch 2022-24
GL Bajaj Institute of Management & Research

3
 TABLE OF CONTENT

S.No. Topic Page No

CHAPTER-1

 Introduction
1 5-17
 Review of literature
 Research Methodology
 Limitations of Study
CHAPTER-2
2 18-36
 Profile of Organizations

CHAPTER-3
3 37-58
 Analysis and Interpretation of Data
CHAPTER-4
4 59-61
 Conclusions

CHAPTER-5
5 62-66
 Annexures

CHAPTER-6
6 67-68
 Bibliography

4
Chapter 1

5
Introduction

6
Introduction

An overview of ice cream industry

This chapter shows what other scholars have written about dairy industry. Attempts have
been made to review briefly the specific and relevant literature, which has direct or
indirect bearing on the objectives of the present study. Accordingly, relevant literature has
been reviewed and presented as follows.

Review of literature is concerned with the study of previous research work in the field of
chosen research problem and other problems related to Dairy Cooperatives. This is one of
the most important component in the research process, which identifies research gaps as
well as the appropriate research process to be adopted. In order to get acquaintance with
the research process, to identify the research gaps in the chosen research problem and
earlier research studies associated with Dairy Cooperatives, books, Ph. D theses,
published research articles and research papers of conferences were reviewed.

The aim of this chapter is to review the literature on Dairy Cooperatives with focus on
ICT Services. The main focus was to identify the literature which is related to the Dairy
Cooperatives and its management. Researcher has collected secondary data from reputed
Journals, annual reports of Dairy Cooperatives, Magazines, Newspapers and websites and
archives of Dairy Cooperatives. The researcher has undertaken visits to libraries in Pune,
Kolhapur and Anand (Gujrat). The area of research study is broadly linked with two major
areas viz. work culture in Dairy cooperatives and Effective use of ICT services in Dairy
Cooperatives. The researcher has therefore reviewed the literature focusing on these two
areas.

In India ice cream industry is mostly regional and there is a multitude of brands focusing
on only one or two districts or in some case only one state. There are very few national
brands and the major reason behind slow growth of the smaller players is the high
perishability of ice cream products.

Indian ice cream industry is one of the fastest growing segments of the dairy or food
processing industry. Currently Ice cream market in India is estimated to be over INR

7
4,000 crores, and is growing at a rate of 15-20% year-on-year. It is projected that by 2019,
the market will reach around INR 6,198 crores. India has a low per capita ice cream
consumption of ice cream at 400 ml as compared with per capita consumption of ice
cream of 22,000 ml in the United States and 3,000 ml in China. With the improving cold
chain infrastructure in the country coupled with increasing disposable income and the
changing lifestyle, the sector has great potential for growth.

In India the ice cream industry is mostly regional and there is a multitude of brands
focusing on only one or two districts or in some case only one state. There are very few
national brands and the major reason behind slow growth of the smaller players is the high
perishability of ice cream products.

Ice-cream is typically regarded as a seasonal product, with demand peaking during the
summer months. Winter witnesses a sharp decline in consumption and resultant dip in
sales and profits. However, with the marketplace teeming with a host of innovative frozen
variants, which consumers are enjoying even in the cold months, there is a surge in winter
sales. The branded market has a host of homegrown and international players, namely,
Amul, Kwality Walls, Mother Dairy, Vadilal, Cream Bell, Baskin-Robbins, etc, amongst
the the prominent ones. Whilst Häagen-Dazs, Baskin-Robbins, London Dairy, New
Zealand Naturals, and Hokey Pokey cater to the high-end market, the likes of Amul,
Vadilal, Cream Bell and Mother Dairy are available at wide-ranging price points. Lately,
the imported concepts such as frozen yogurt and gelatos are gaining popularity. The more
recognisable Fro-Yo brands are Cocoberry, Red Mango, and Yogurberry, while Amore,
Gelato Vinto and Gelato Italiano are popular gelato brands, and primarily belong to the
super premium to premium segments. However, per capita consumption of ice-cream in
India is quite low. R S Sodhi, Managing Director, GCMMF (Amul), informs, “We are still
at the level of 400 ml of per capita consumption of ice-cream per year compared to the
global average of 2,300 ml. Unlike the West, Indians enjoy a range of other sweet options
such as the traditional mithai, but the icecream is slowly increasing its share of the Indian
palate.”

8
Subhashis Basu, Business Head–Dairy Products, Mother Dairy Fruit & Vegetable, says,
“Internationally, ice-cream is treated as a habitual intake. In India, the category is more
aspirational, impulsive and treated as a relief in the scorching summer months, so it offers
immense business potential that is yet to be tapped.”

Evolved markets are on a different footing. Frozen desserts category is still a long way
from becoming a part of diet/food plan of locals. The scenario is gradually changing
wherein other than tier 1, 2 and 3 markets are also moving up the consumption ladder,”
observes Nitin Arora, CEO of Cream Bell.

Increasing urbanisation, rising incomes, consumer awareness, improved cold supply

chain, growing deep freezer penetration, and growth of modern format retail facilities are
giving a fillip to the country’s frozen desserts business, which is highly capital intensive.

Ice-cream is one of the fastest growing food categories in India. Notably, the business is
seasonal in nature with April to June being the peak season and November to January the
lean months. Sales slacken during the monsoons also.

In recent years, consumption of ice-cream and other frozen novelties in winters has been
on the rise. A mix of factors is responsible for lessening the seasonal impact and
contributing to the overall growth of the country’s ice-cream industry such as changing
consumer perception, capturing regional variations, diverse consumer segments,
favourable retail location, product range and innovation, festivities, and marketing and
promotions.

Currently growing at 12-15 percent annually, the future prospects of India’s ice-cream
market seem promising for manufacturers, suppliers and retailers. A number of regional
players have also started expanding. The entry of new players will further intensify the
struggle to get a bigger market share

9
Review of Literature

10
Review of Literature

Strengthening the Operational Efficiency of Dairy Supply Chain in Tamilnadu.

M Subhuraj, T Ramesh Babu, B Suresh Subramonian (2015) Based on the research

work carried out on dairy supply chain in Tamil Nadu, India, there are five areas of focus.
They are, Creation of Special dairy zone, Implementing dynamic milk procurement
method, strengthening cooperative societies, creations of feed bank increasing fodder
productivity, Integrated animal health plan and information technology

Emerging Trends in Business Strategy. A success story of Mother Dairy

Rajeev Ranjan, Rahul Bangabash (2015). This required paying close attention to the
customer needs and quality. Mother Dairy realized that it was not enough that Mother
Dairy itself was wedded to these ideas; the entire supply chain had to conform. Hence it
launched a “Total Quality Management” or TQM to ensure the high quality of the
products from the starting point (the village farmer who supplied milk) right through the
value chain until it reached the consumer. This meant the need for the involvement of
farmers, transporters, factory personnel, wholesalers and retailers, each of whom had a
role to play.

Marketing Efficiency of Dairy Products.

N Rangasamy, JP Dhaka (2008). This study on marketing efficiency of dairy products

for co-operative and private plants has shown that the marketing cost for toned milk is
same for both the dairy plants, whereas it has been found higher for standardized milk,
full-cream milk and flavoured milk in the co-operative dairy plant. However, for butter
and ghee, marketing cost has been observed less in the co- operative dairy.

Increasing Operational Efficiency through Improved Customer Service.

Jaana Auramo, Kari Tanskanen and Johanna Smaros (2010). This paper illustrate how
new service concepts in which product suppliers get more involved in their customers’
operations enable suppliers to arrange their own supply chains more efficiently, while
simultaneously providing better service to the customer.

11
Integrating Information Technology and Operational Research.

Martin Butler, Pat Herlihy, Peter B Keenan (2010). This paper discusses how a
Geographic Information System (GIS) based DSS allows a scheduler interact with
optimisation algorithms to plan milk collection routes. The paper goes on to discuss how
such a DSS can be integrated with automatic data capture devices and database
management systems to provide effective management of milk collection operations.

Economics of Milk Processing in Dairy Plant in Haryana.

AK Chauhan, KK Kalra, Raj Vir Singh and BB Raina (2006). It has been observed that
all the products, except the double-toned milk are being produced above the recommended
breakeven level. A comparison of unit manufacturing cost with unit price received by the
plant for different products has revealed that ice- cream manufacturing has been the most
profitable proposition among different dairy products, and standardized milk has provided
the maximum profit margin among the milk pouches manufactured during the study
period, 2000-01.

Amul Co operative in India in relation to Organizational Design and Operational

Efficiency.

Dr Ruchira Prasad and Dr Rupali Satsangi (2013). Looking back at the path traversed
by AMUL, the features make it a pattern and model for emulation elsewhere are:
Producing an appropriate blend of the policy makers, farmers board of management and
the professionals, bringing the best of the technology to rural producers, providing a
support system to the milk producers without their agro- economic system and plugging
back the profits, by prudent use of men, material and machines.

Marketing effectiveness of channels of Distribution on Dairy Industry.

S Ayyappa Naik Nenavath (2013). In order to satisfy the needs of all customers to get the
products timely, additional arrangements have to be made by the Sangam dairy such as
keeping the outlets open for additional time.

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.

Research
Methodology

13
Research Methodolgy

The research includes the personal meeting with the consumers. For this I prepared the
questionnaire to know the opinion of the consumers as well as the retailers to know about
the Amul, Mother Dairy and Kwality Wall’s. I collected the primary data with the help of
the questionnaire.

Data Type

The data is primary data collected with the help of personal interview to know about the
consumer preference of Amul, Mother Dairy and Kwality Wall’s with special reference to
its packaging, price and taste.

Research instrument

The separate questionnaire was prepared for the consumers and the retailers so that we can
know the consumer preference as if they like Amul, Mother Dairy or Kwality Wall’s
regarding to its packaging, price and taste.

Around 100 people responded the questionnaire prepared by me.

Types of Questions

The questionnaire prepared for consumer

and retailers contain different questions
just few are same. Both questionnaires
contain 2 types of questions: -

1) One Word answer questions

2) Multiple-choice questions

In both questionnaires there are mostly

Multiple-choice questions, One Word are
few in numbers.

14
Phrasing of Questions

The following factors were taken into consideration while preparing the questionnaire.

Language

The first question I raised from myself was that which language the respondent is going to
understand well. Then I decided to prepare the questionnaire in English and decided to
select the consumers who understand English and Hindi both.

Ease

I made my questionnaire as short as possible as it may be easy for everyone to give their
little time for the questionnaire prepared by me. Only necessary questions were asked
useless questions were avoided.

Sequence of the questions

After the introduction part, the main questions of the questionnaire were asked.

Firstly multi-choice questions were asked just after that the one word questions were
asked.

15
Limitations of Study

16
Limitations of Study

This report had to work under several limitations. Some of the key limitations are as
follows:-

1) The time was not enough to understand the whole market

2) The size of survey is small. India is vast county with vast population, taking the
view of only 100 people is not enough
3) People don’t take out time for answering the questions properly only main and
necessary questions can be asked from them
4) Through this report out of huge number of ice-cream brands only 3 were taken into
the consideration
5) Respondents may not have been true in answering the questions
6) With the help of questionnaire containing the multiple choice questions proper
opinion of the customers can’t be understand.

17
 Chapter 2
Profile of the
Organisation

18
Proving the validity of the above-mentioned quote is a company that changed the entire
milk procurement process and spurred the White Revolution in India.

A company that was founded by a few farmers with a mission to stop the exploitation by
middlemen, gradually became the biggest brand in the nation. A brand that not only
changed the lives of many poor farmers but also took our nation to new heights. Let’s
analyse the story of a brand that grew from being an infinitesimal firm to a huge brand –
‘Amul –The Taste of India.’

It all started 65 years ago when poor farmers who worked hard, day in and day out were
exploited by the local traders and given small incentives. Angered by unfair and
manipulative practices followed by local traders, the farmers under the leadership of
Tribhuvandas Patel approached Sardar Vallabhbhai Patel to resolve their grievances.

Empathising with the farmers, Patel Ji advised them to be self-sustaining entrepreneurs

and work for themselves. The farmers took the advice seriously and formed their own
cooperative societies. What started with only a few farmers producing 247 litres of milk
grew into a fully fledged organisation with more than 3.6 million milk producers
producing around 14.85 million litres per day (Data till 2015).

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Few Facts About Anand Milk Union Limited i.e. AMUL

 Amul was founded in 1946 in Anand, Gujarat with a mission to stop the
exploitation of the farmers by middlemen.
 Amul is managed by the Gujarat Co-operative Milk Marketing Federation Ltd.
(GCMMF), which is jointly owned by more than 3.6 million milk producers of
Gujarat.
 Amul spurred the White Revolution in India, which placed India at the top of milk
producing nations.
 The Amul corporative was created by Dr Verghese Kurien, who is also known as
the Father of the White Revolution in India.
 More than 15 million milk producers pour milk in 144500 dairy cooperative
societies across the country.
 Amul is present in over 50 countries, and in India alone has more than 7200
exclusive parlours.
 In 1999, Amul was awarded the “Best of All” Rajiv Gandhi National
Quality Award“ for maintaining the utmost level of quality in its plants.
 Amul has been awarded the Guinness World Record for the longest running
advertisement campaign.

History

Amul-cooperative registered on 14 December 1946 as a response to the exploitation of

marginal milk producers by traders or agents of the only existing dairy, the Polson dairy,
in the small city distances to deliver milk, which often went sour in summer, to Polson.
The prices of milk were arbitrarily determined. The government had given monopoly
rights to Polson to collect milk from Kaira and supply it to Bombay city.

Angered by the unfair trade practices, the farmers of Kaira

approached Sardar Vallabhbhai Patel under the leadership of local farmer
leader Tribhuvandas K. Patel. He advised them to form a cooperative (Kaira District Co-
operative Milk Producers' Union) and supply milk directly to the Bombay Milk Scheme
instead of Polson (who did the same but gave them low prices). He sent Morarji Desai to

20
organise the farmers. In 1946, the milk farmers of the area went on a strike which led to
the setting up of the cooperative to collect and process milk. Milk collection was
decentralized, as most producers were marginal farmers who could deliver, at most, 1–2
litres of milk per day. Cooperatives were formed for each village, too. By June 1948, the
KDCMPUL had started pasteurizing milk for the 'Bombay Milk Scheme'. Under the
selfless leadership of Tribhuvandas Patel, in 1973, Amul celebrated its 25th
Anniversary with Morarji Desai, Maniben Patel and Verghese Kurien.

The cooperative was further developed and managed by Dr. Verghese Kurien with H.M.
Dalaya. Dalaya's innovation of making skim milk powder from buffalo milk (for the first
time in the world) and a little later, with Kurien's help, making it on a commercial
scale, led to the first modern dairy of the cooperative at Anand, which would compete
against established players in the market. Kurien's brother-in-law K.M. Philip sensitized
Kurien to the needs of attending to the finer points of marketing, including the creation
and popularization of a brand.

The trio's (T. K. Patel, Kurien and Dalaya's) success at the cooperative's dairy soon spread
to Anand's neighbourhood 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, initiated White Revolution of India, as it help create, Gujarat Co-operative Milk
Marketing Federation Ltd., which now overlooks Amul, in 1973, and today, it is the
second best dairy in India.[11] To combine forces and expand the market while saving on
advertising and avoid competing against each other, the GCMMF, 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.

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

Technological developments at Amul have subsequently spread to other parts of India.

The GCMMF is the largest food products marketing organisation of India. It is the apex
organisation of the dairy cooperatives of Gujarat. It is the exclusive marketing
organisation for products under the brand name of Amul and Sagar. Over the last five and

21
a half decades, dairy cooperatives in Gujarat have created an economic network that links
more than 3.1 million village milk products with millions of consumers in India. Gujarat
Cooperative Milk Marketing Federation Ltd.

Importance is also important for industries.

On September 30, 2018, Prime Minister Narendra Modi inaugurated Amul's chocolate
plant in Mogar, Anand near their headquarters

Key Success Factors –

1. The Amul Girl (The Amul Advertising

Campaign)

The Amul girl is the advertising mascot used

by the company to promote the brand. The
brand has been cleverly using the cartoon figure in its longest running ad campaign, to
instil an element of humour into its print ads. The content is liked by the people and
results in better customer engagement. This increases the brand recall value for Amul.
Hence, the Amul girl advertising campaign is often described as one of the best Indian
advertising concepts.

2. Innovation

Amul has constantly been innovating – be it launching new products, creative marketing
campaigns or challenging traditional societal trends to come up with better ones.

In the 1960’s, Amul became the first brand in the world to make skimmed milk powder
from buffalo milk. Also with its three-tiered cooperative structure, Amul changed from
traditional operations to a more cost-efficient and effective structure.

For its continuous innovation, the brand won the “CNN-IBN Innovating for Better
Tomorrow Award” and “World Dairy Innovation Award” in the year 2014.

22
3. Strong Brand

Amul follows the Branded House Architecture way, wherein whatever they promote; they
promote it under one common brand name – Amul. The prime focus is on promoting the
parent brand rather than individual products which helps them gain more brand visibility
and results in lesser marketing and advertising costs.

4. Efficient Supply chain

Amul follows a three-tier cooperative structure which consists of a dairy cooperative

society at the village level that is affiliated with milk unions at the district level which in
turn is federated to a milk federation at the state level. Milk is collected at the village dairy
society, procured and processed at the district milk union and marketed at the state milk
federation.

The greatness of this model lies in

the fact that Amul was the first
company to follow this model, and
it was replicated all over the country
under Operation Flood in the
1970’s. The model ensures that
there’s efficiency and swiftness in
operations.

The Amul model has helped India become the largest milk producer in the world.

5. Diverse Portfolio Of Products

With its diversified product portfolio, Amul has been able to cater to the needs of all the
segments. From kids to teenagers, men to women, calorie conscious to health conscious,
the company has ensured that it launches products for every segment. Providing value and
benefits to its target segment, Amul has been able to build a strong brand association with
its customers over the years.

23
Conclusion

This Polish proverb that rightly says, ‘If the farmer is poor then so is the whole
country.’ It was Sardar Vallabhbhai Patel, Tribhuvandas Patel and Dr Verghese Kurien
who must’ve understood what this quote meant and took certain measures to stop the
exploitation of the farmers.

It was their sheer determination and hard work that ensured a self-sustaining state for the
farmers.

Today, the brand has enabled farmers to be entrepreneurs and earn their own living. The
whole process is transparent has ensured that there is no exploitation.

The Amul brand has proved that it is not

just a product but a movement that
represents the economic freedom of
farmers. The brand has given farmers the
courage to dream, to hope and to live.

Amul in all its sense has proved that it is

Amulya i.e. ‘Priceless’ for our nation and that we must preserve it.

Milk, The inspiration behind a revolution

Over seven decades ago the life of a farmer in Kaira was very much like that of farmers anywhere
else in India. His income was derived almost entirely from seasonal crops. Many poor farmers
faced starvation during off-seasons. Their income from milch buffaloes was undependable.
The milk marketing system was controlled by contractors and middlemen. As milk is
perishable, farmers were compelled to sell their milk for whatever they were offered. Often
they had to sell cream and ghee at a throwaway price.

They were in general illiterate. But they could see that the system under which contractors
could buy their produce at a low price and arrange to sell it at huge profits was just not

24
fair. This became more noticeable when the Government of Bombay started the Bombay
Milk Scheme in 1945. Milk had to be transported 427 kilometers, from Anand to Bombay.
This could be done only if milk was pasteurized in Anand.

After preliminary trials, the Government of Bombay entered into an agreement with
Polsons Limited to supply milk from Anand to Bombay on a regular basis. The
arrangement was highly satisfactory to all concerned – except the farmers. The
Government found it profitable; Polsons kept a good margin. Milk contractors took the
biggest cut. No one had taken the trouble to fix the price of milk to be paid to the
producers. Thus under the Bombay Milk Scheme the farmers of Kaira District were no
better off ever before. They were still at the mercy of milk contractors. They had to sell
their milk at a price the contractors fixed. The discontent of the farmers grew. They went
in deputation to Sardar Patel, who had advocated farmers’ co-operatives as early as 1942

Sardar Patel reiterated his advice that they should market their milk through a co-operative
society of their own. This co-operative should have its own pasteurization plant. His
advice was that the farmers should demand permission to set up such a co-operative. If
their demand was rejected, they should refuse to sell their milk to middlemen.

Sardar Patel pointed out that in undertaking such a

strike there should be some losses to the farmers as
they would not be able to sell their milk for some
time. If they were prepared to put up with the loss,
he was prepared to lead them. The farmers’
deputation readily accepted his proposal.

Sardar then sent his trusted deputy, Mr. Morarjibhai Desai, to Kaira District to organize
milk co-operative – and a milk strike if necessary. Mr. Desai held a meeting in Samarkha
village on January 4, 1946. It was resolved that milk producers’ co-operative societies
should be organized in each village of Kaira District to collect milk from their member-
farmers. All the milk societies would federate into a Union which would own milk
processing facilities. The Government should undertake to buy milk from the Union. If

25
this wasn’t done, the farmers would refuse to sell milk to any milk contractor in Kaira
Distric

The Government turned down the demand. The farmers called a ‘milk strike’. It lasted 15
days. Not a drop of milk was sold to the milk merchants. No milk reached Bombay from
Anand, and the Bombay Milk Scheme almost collapsed. After 15 days the milk
commissioner of Bombay, an Englishman, and his deputy visited Anand, assessed the
situation and accepted the farmers’ demand.

This marked the beginning of the Kaira District Co-operative Milk Producers’ Union
Limited, Anand. It was formally registered on December 14, 1946. Its objective was to
provide proper marketing facilities for the milk producers of the district. The Union began
pasteurizing milk in June 1948, for the Bombay Milk Scheme – just a handful of farmers
in two village co-operative societies producing about 250 liters a day.

An assured market proved a great incentive to the milk producers in the district. By the
end of 1948, 432 farmers had joined village societies, and the quantity of milk handled by
the Union had increased to 5000 liters a day. In the early stages, rapid growth brought in
its wake serious problems. Their solution provided the stimulus for further growth. For
example, as the co-operative movement spread in the district, it was found that the
Bombay Milk Scheme could not absorb the extra milk collected by the Union in winter,
when buffaloes yielded an average of 2.5 times their summer yield. Thus by 1953, the
farmer-members had no regular market for the extra milk produced in winter. They were
again forced to sell a large surplus at low rate to middlemen

Amul meant different things to different people :

To a Milk Producer … A life enriching experience
To a Consumer … Assurance of having wholesome milk
To a Mother … A reliable source of nourishment for her child
To the Country … Rural Development and Self Reliance

26
About the Brand

Mother Dairy sells milk and milk products (Milk, cultured products, Ice creams, Paneer
and Ghee) at a national level through its sales and distribution networks for marketing
food items.

Mother Dairy sources significant part of its requirement of liquid milk from dairy
cooperatives. It is Mother Dairy’s constant endeavor to ensure that milk producers and
farmers regularly and continually receive market prices by offering quality milk, milk
products and other food products to consumers at competitive prices and uphold
institutional structures that empower milk producers and farmers through processes that
are equitable.

At Mother Dairy, processing of milk is controlled by process automation whereby state-

of-the-art microprocessor technology is adopted to integrate and completely automate all
functions of the milk processing areas to ensure high product quality/ reliability and
safety. Mother Dairy is an ISO 9001:2008 (QMS), ISO 22000:2005 (FSMS) and ISO
14001:2004 (EMS) certified organization. Mother Dairy has Certificate of Approval from
Export Inspection Council of India also. Moreover, its Quality Assurance Laboratory is
certified by National Accreditation Board for Testing and Calibration Laboratory
(NABL)-Department of Science and Technology, Government of India.

27
Mother Dairy markets approximatley 3.2 million litres of milk daily in the markets of
Delhi, Mumbai, Saurashtra and Hyderabad. Mother Dairy milk has a market share of 66%
in the branded sector in Delhi where it sells 2.5 million litres of milk daily and undertakes
its marketing operations through around 1400 retail outlets and over 1000 exclusive
outlets of Mother Dairy.

The company derives significant competitive advantage from its unique distribution
network of bulk vending milk booths, retail outlets and mobile units. Mother Dairy ice
creams launched in the year 1995 have shown continuous growth over the years and today
boasts of approximately 62% market share in Delhi and NCR. Mother Dairy also
manufactures and markets a wide range of dairy products that include Butter, Mishti Doi,
Paneer, Dahi, Ghee, Cheese, UHT Milk, Probiotic Products, Lassi & Flavoured Milk and
most of these products are available across the country.

Mother Dairy has over the past 3 decades, harnessed the power of farmer cooperatives to
deliver a range of delicious products and bring a smile on your face.

History

Mother Dairy was commissioned in 1974 as a wholly owned subsidiary of the National
Dairy Development Board {NDDB}. It was an initiative under Operation Flood, a dairy
development program aimed at making India a milk sufficient nation. Mother Dairy
sources a significant part of its requirement of liquid milk from dairy cooperatives and
village level farmer centric organizations.

28
The company originally focused on Delhi and other parts of the National Capital
Region (NCR). It later expanded to other regions in India.

The beginning

The NDDB (National Dairy Development Board) fully owns Mother Dairy as a
subsidiary. Mother Dairy was created under the Operation Flood Initiative, the world’s
largest program for dairy development, aimed at making India a milk-sufficient nation.
Since its origins during the country’s White Revolution, the brand has grown from
strength to strength, diversifying from its flagship dairy products to include fruits and
vegetables, frozen foods under the Safal brand, edible oils, jams and fruit juices among
other products that customers swear by.

A trusted brand

Built on the cooperative milk model that revolutionised the Indian dairy industry while
transforming the lives of milk producers in distant rural areas, Mother Dairy bases a major
portion of its daily milk production from dairy cooperatives and village level
organisations, ensuring the freshest products while empowering those who produce them.
High quality and reliable products along with a robust network of local level milk booths
and larger retail channels have ensured that Mother Dairy has become a household name
in the branded milk segment. The immense brand loyalty it has garnered has allowed the
brand not only to expand its markets to other parts of the country but also to enter new
product markets.

Other products and divisions

The company’s Fruit and Vegetable Division, Safal, is nothing short of a pioneer in its
segment. Having been the first company to organise the fragmented fruit and vegetable
market in the country, it now handles the largest number of fruit and vegetable stores in
the Delhi along with a growing presence in Bengaluru. Safal’s loyal customer base has

29
only expanded since the introduction of the convenient frozen vegetable products that
have brought much-needed convenience to the hectic life of the modern city
dweller. Constantly looking for new, profitable avenues, the dynamic Mother Dairy brand
also houses a modern food processing plant in Bengaluru that produces export quality fruit
pulp and concentrate, supplying internationally renowned brands like Coca-Cola,
Unilever, and Nestle among others. While constantly innovating in the dairy space, the
company has also found a strong footing in the edible oil market with its marquee brand
Dhara. Today, with an annual turnover of 6,000 crores, the Mother Dairy brand is going
great guns!

Happy Food, Happy People: Keeping customers and employees happy

Mother Dairy’s quality products and the loyal customer base that has been a result of this
has ensured that the brand stay’s true to its tagline “Happy Food, Happy People”.
Recognised as the second best in the FMCG segment and ranked 39th among India’s Top
100 Best Companies to work for, these accolades are a testament to Mother Dairy’s
commitment to quality, reliability and an astute understanding of the tastes and
preferences of its consumers.

Where numerous industry pioneers have been forced to shut shop, unable to keep pace
with changing consumer tastes, Mother Dairy is constantly evolving, spoiling its
customers for choice. With variants of milk, dairy products like lassi, probiotic curd, fruit
yoghurt, flavoured milk and their deliciously good mishti doi, to the range of fresh fruits

30
and vegetables, Mother Dairy has ensured their customers are lining up at their
neighbourhood milk booth for years to come.

Mother Dairy was set up in 1974 under the Operation Flood Programme. A wholly owned
company of the National Dairy Development Board (NDDB). Mother Dairy
manufactures, markets and sells milk and milk products under the Mother Dairy brand
(milk, cultured products, ice creams, paneer and ghee), Dhara range of edible oils, Safal
range of fresh fruit and vegetables, frozen vegetables, processed fruit and vegetable
products, fruit pulps and concentrates in bulk aseptic packaging and fruit juices at a
national level through its sales and distribution networks for marketing food items.
Mother Dairy sources significant part of its requirement of liquid milk from dairy
cooperatives. Similarly, Mother Dairy sources fruits and vegetables from farmers /
growers associations. Mother Dairy also contributes to the cause of oilseeds grower
cooperatives that manufacture/ pack the Dhara range of edible oils by undertaking to
nationally market all Dhara products. It is Mother Dairy's constant endeavour to ensure
that milk producers and farmers regularly and continually receive market prices by
offering quality milk, milk products and other food products to consumers at competitive
prices and uphold institutional structures that empower milk producers and farmers
through processes that are equitable.

31
About the brand

Kwality Wall's…the brand with the red & white heart which spreads happiness across the
world to people of all ages! Whether it’s beating the heat with a refreshing and healthy
Fruttare, professing your love with a Cornetto, crunching away all your worries with a
Feast, celebrating precious family moments with Selections, brightening up a dull day
with a Paddle Pop, celebrating sweet victories in a royal way with Shahi Delights, sharing
sweet times with your beloved ones with Kulfeez or creating your own special experience
with Swirl’s ... we have a frozen treat for every little celebration in life! Go ahead, share
happy! Available at neighbourhood corner stores and Swirl's parlours all across India

Incorporation

Kwality Ltd. (Kwality) was incorporated in 1992 as Kwality Dairy (India) Ltd. The
company was set up as a backward integration unit of Kwality Ice Creams India
Ltd and was acquired by Dhingra Family in 2002. Kwality is one of the fastest
growing private sector dairy companies with a new range of innovative products
and enjoys a large presence in Northern India.

Processing Facilities

32
Kwality has various milk processing plants with a capacity to handle around 3
million litres of milk per day. Currently, Kwality has six manufacturing units
located at Palwal (Haryana), Bulandshahr (UP), Saharanpur (UP), Jarar (UP),
Sitapur (UP), and Ajmer (Rajasthan). Further, Kwality has an extensive network of
milk chilling centres situated across Rajasthan, UP, Punjab, and Haryana for direct
collection of milk from milk producers.

Standard

Kwality Ltd in 22000:2005 Certified Company. Kwality's commitment to

international quality standards for food safety is based on Codex Standards and
Hazard Analysis and Critical Control Points (HACCP), to ensure safety of products
with high quality for consumers. Every new Kwality product passes through a test
for its life/yield, and overall performance under a wide range of environmental
conditions. Kwality also ensures that every shipment of products meets the high
quality standards that the company sets. Extensively trained quality assurance
inspectors maintain samples and thorough specification documentation for every
product offered. This enables Kwality to enforce ongoing compliance with all
specifications. Sophisticated sampling techniques and statistical methods directly
enhance the effectiveness of these stringent QA procedures. Various certifications
obtained by Kwality include certification from Bureau of Indian Standards (BIS),
ISI Mark, AGMARK Certification, HACCP certification, Certificate of
Registration with US food and drug administration, Halal Certificate, and FDA
Certificate.

Procuring milk
directly from
farmers

33
To enhance the procurement of wholesome good quality milk directly from the
milk producers, Kwality has increased milk procurement network in Haryana,
Western Uttar Pradesh, Punjab, and Rajasthan. Milk producers supply milk directly
to the Kwality Village Milk Collection Centre and milk from these centres are
brought to Milk Chilling Centres for chilling. Kwality has adopted a producer-
centric approach to buy raw milk based on the quality of milk. Kwality has been
practicing a transparent system for purchase based on testing the milk quality
through highly efficient, automatic milk collection units to build confidence among
milk producers

Brand

Over the years, Kwality has been churning out quality and innovative dairy
products to the Indian market. The company is one of the largest processors and
handlers of dairy products in India in the private sector. It mainly market and sells
its products under the umbrella Brand, "Dairy Best". Kwality manufactures various
dairy products, which include low cholesterol ghee, pure ghee pure cow ghee,
butter, instant dairy creamer, dairy mix, skimmed/whole milk powder, milk in
pouches, curd (regular, probiotic, meethi dahi, low fat, sugar lite, and raita),
paneer, lassi, chaach,
tetra pack milk,
sterilized flavoured
milk, yogurt, cheese
etc.

Marketing

Kwality is one of the

leading companies in
institutional business
segment by supplying
to leading FMCG brands, government organizations, religious institutions, and

34
retail chains such as Britannia, Hindustan Unilever, ITC, Mother Dairy, Cadbury's,
Canteen Stores Department, Vadilal, Cream Bell, Tirumala Tirupati Devasthanams,
Shiromani Gurdwara Parbandhak Committee, Amritsar, and Delhi Sikh Gurdwara
Management Committee. Keeping the high growth potential of the retail branded
segment in view, Kwality has increased its focus on this segment significantly. The
company is working towards brand development, enhancement of product
portfolio, and strengthening of retail distribution network. It has also shifted its
focus from B2B to B2C and is simultaneously working towards improving the ratio
of milk procurement from farmers.

International market and exports

Kwality has increased its focus on export of dairy products from India. Kwality has
emerged as one of the leading exporter of dairy products from India, exporting
across continents like Asia, Africa & Australia and to more than 28 countries
including Japan, UAE, Seychelles, Bangladesh, Sri Lanka, Jordan, Niger, Morocco
etc. Further, the company has established its 100% subsidiary, Kwality Dairy
Products, FZE (KDPF) at Jebel Ali Free Zone, Dubai to increase its global
footprint, develop and cater to new markets, and to focus on international trade.
The company is engaged in trading of various milk based products, which are sold
domestically as well as exported to other countries.

Kwality Walls is the company of Hindustan Unilever, the arm of Unilever in India. It is
an amalgamated brand name created out of two previously separate independent
companies that Unilever took over: Kwality of India and Wall's of Great Britain. Kwality
Wall's frozen desserts do not contain milk products, but vegetable fat/oil, and hence
cannot be termed as "ice-cream".

History

Kwality, the original Indian company, was founded in 1956, and was the first in the region
to import machinery for the mass production and sale of ice cream on a commercial scale.
In 1995, in view of the growth potential of the frozen confections market, Kwality entered

35
into an agreement with Lever, and has since been known by its current umbrella name. At
the same time, other brands acquired by Hindustan Unilever, such as Gaylord-Milkfood,
were phased out in favour of promoting the Kwality Wall's brand. This arrangement
allows for local production and sale of Wall's products that are popular in its home
market, such as the Cornetto cone, and to create local variations on others, such as the
Feast Jaljeera Blast. Kwality Wall's was ranked 464th among India's most trusted brands
according to the Brand Trust Report 2012, a study conducted by Trust Research Advisory.
In the Brand Trust Report 2013, Kwality Wall's was ranked 632nd among India's most
trusted brands and subsequently, according to the Brand Trust Report 2014, Kwality
Wall's was ranked 382nd among India's most trusted brands.

In August 2013, Kwality Wall's extended to Bangladesh, Bhutan, Brunei and Nepal.

36
 Chapter 3
Analysis and
Interpretation of
Data

37
Method and technique of Data Analysis

A personal interview survey, also

called as a face-to-face survey, is a
survey method that is utilized when
a specific target population is
involved. The purpose of conducting
a personal interview survey is to
explore the responses of the people
to gather more and deeper
information.

An interview is a conversation where questions are asked and answers are given. In
common parlance, the word "interview" refers to a one-on-one conversation between
an interviewer and an interviewee. The interviewer asks questions to which the
interviewee responds, usually so information may be transferred from interviewee to
interviewer (and any other audience of the interview). Sometimes, information can be
transferred in both directions. Communication, unlike a speech, which produces a one-
way flow of information.

38
 Consumers

Ques.1 Quality of which ice cream you

consider to be best?

40% 35%

amul
mother dairy
kwality walls
25%

Inference

From the above chart it can be derived that-

 35% of the consumers out of the total sample size consider Amul’s quality to be
the best.
 25% of the consumers out of the total sample size consider Mother Dairy’s quality
to be the best.
 40% of the consumers out of the total sample size consider Kwality Wall’s quality
to be the best.

39
 Ques. 2 Packaging of which ice cream you
consider to be best?

30%
40%

amul
mother dairy
kwality walls
30%

Inference

From the above chart it can be derived that-

 40% of the consumers out of the total sample size consider Amul’s packaging to
be the best.
 30% of the consumers out of the total sample size consider Mother Dairy’s
packaging to be the best.
 30% of the consumers out of the total sample size consider Kwality Wall’s
packaging to be the best.

40
 Ques. 3 Taste of which ice cream you
consider to be best?

40% 40%

amul
mother dairy
kwality walls
20%

Inference

From the above chart it can be derived that-

 40% of the consumers out of the total sample size consider Amul’s taste to be the
best.
 20% of the consumers out of the total sample size consider Mother Dairy’s taste to
be the best.
 40% of the consumers out of the total sample size consider Kwality Wall’s taste to
be the best.

41
 Ques. 4 Which ice cream do you prefer
keeping price into consideration?

20%

50%
amul
mother dairy
30%
kwality walls

Inference

From the above chart it can be derived that-

 50% of the consumers out of the total sample size consider Amul’s price to be the
best.
 30% of the consumers out of the total sample size consider Mother Dairy’s price to
be the best.
 20% of the consumers out of the total sample size consider Kwality Wall’s price to
be the best.

42
 Ques. 5 Keeping all factors in mind which ice
cream do you prefer?

25%

amul
15% 60% mother dairy
kwality walls

Inference

From the above chart it can be derived that-

 60% of the consumers out of the total sample size consider Amul to be the best.
 15% of the consumers out of the total sample size consider Mother Dairy’s to be
the best.
 25% of the consumers out of the total sample size consider Kwality Wall’s to be
the best.

43
 Ques. 6 Advertisement of which ice cream do
you remeber?

25%

amul
10%
65% mother dairy
kwality walls

Inference

From the above chart it can be derived that-

 65% of the consumers out of the total sample size remember Amul’s
advertisement
 10% of the consumers out of the total sample size remember Mother Dairy’s
advertisement
 25% of the consumers out of the total sample size remember Kwality Wall’s
advertisement

44
 Ques. 7 Which ice cream is mostly available
for you?

25%

50%
amul
mother dairy
25% kwality walls

Inference

From the above chart it can be derived that-

 50% of the consumers out of the total sample size consider Amul’s availability to
be the best.
 25% of the consumers out of the total sample size consider Mother Dairy’s
availability to be the best.
 25% of the consumers out of the total sample size consider Kwality Wall’s
availability to be the best.

45
 Ques. 8 Which ice cream use good quantity
of dry fruits?

25%
40%

amul
mother dairy
kwality walls
35%

Inference

From the above chart it can be derived that-

 40% of the consumers out of the total sample size consider Amul use good
quantity of dry fruits.
 35% of the consumers out of the total sample size consider Mother Dairy use good
quantity of dry fruits..
 25% of the consumers out of the total sample size consider Kwality Wall use good
quantity of dry fruits.

46
 Ques. 9 Which ice cream has the good variety
of flavors?

33% 37%

amul
mother dairy
kwality walls
30%

Inference

From the above chart it can be derived that-

 37% of the consumers out of the total sample size consider Amul has the good
variety of flavors
 30% of the consumers out of the total sample size consider Mother Dairy has the
good variety of flavors
 33% of the consumers out of the total sample size consider Kwality Wall has the
good variety of flavors

47
 Ques. 10 Which ice cream has “Ananya
Pandey” and “Rohit Sarraf” as their
ambassadors in recent advertisement?
2%
4%

amul
mother dairy
kwality walls
94%

Inference

From the above chart it can be derived that-

 4% of the consumers out of the total sample size were wrong as they think Ananya
Pandey and Rohit Sarraf are in Amul’s advertisement.
 2% of the consumers out of the total sample size were wrong as they think Ananya
Pandey and Rohit Sarraf are in Mother Dairy’s advertisement.
 94% of the consumers out of the total sample size were right as they remember
correctly Ananya Pandey and Rohit Sarraf are in Kwality Wall’s advertisement.

48
Retailers

Ques. 1 Stock of which ice cream you keep

the most?

20%

amul
20% 60% mother dairy
kwality walls

Inference

From the above chart it can be derived that-

 60% of the retailers out of the total sample size consider Amul’s to be the best.
 20% of the retailers out of the total sample size consider Mother Dairy’s to be the
best.
 20% of the retailers out of the total sample size consider Kwality Wall’s to be the
best.

49
 Ques. 2 Which ice cream has a good sale in
the market?

10%
15%

amul
mother dairy
75% kwality walls

Inference

From the above chart it can be derived that-

 75% of the retailers out of the total sample size consider Amul’s sale to be the
best.
 15% of the retailers out of the total sample size consider Mother Dairy’s sale to be
the best.
 10% of the retailers out of the total sample size consider Kwality Wall’s sale to be
the best.

50
 Ques. 3 Price of which ice cream are
genuine?

10%

20%

amul
mother dairy
70%
quality walls

Inference

From the above chart it can be derived that-

 35% of the retailer out of the total sample size consider Amul’s price to be the
genuine.
 25% of the retailers out of the total sample size consider Mother Dairy’s price to
be the genuine.
 40% of the retailers out of the total sample size consider Kwality Wall’s price to
be the genuine.

51
 Ques. 4 Quality of which ice cream you think
is best?

35%

amul
55%
mother dairy

10% kwality walls

Inference

From the above chart it can be derived that-

 35% of the retailers out of the total sample size consider Amul’s quality to be the
best.
 10% of the retailers out of the total sample size consider Mother Dairy’s quality to
be the best.
 55% of the retailers out of the total sample size consider Kwality Wall’s quality to
be the best.

52
 Ques. 5 Supply of which ice cream is good in
the market?

35% 35%

amul
mother dairy
kwality walls
30%

Inference

From the above chart it can be derived that-

 35% of the retailers out of the total sample size consider Amul’s supply to be the
best.
 30% of the retailers out of the total sample size consider Mother Dairy’s supply to
be the best.
 35% of the retailers out of the total sample size consider Kwality Wall’s supply to
be the best.

53
 Ques. 6 Packaging of which ice cream is
attractive?

30%
40%

amul
mother dairy
kwality walls
30%

Inference

From the above chart it can be derived that-

 40% of the retailers out of the total sample size consider Amul’s packaging
attractive
 30% of the retailers out of the total sample size consider Mother Dairy’s packaging
attractive
 30% of the retailers out of the total sample size consider Kwality Wall’s packaging
attractive

54
 Ques. 7 Which ice cream do consumer
prefers the most?

15%

15%
amul
mother dairy
70%
kwality walls

Inference

From the above chart it can be derived that-

 70% of the retailers out of the total sample size consider Amul’s preference to be
the most.
 15% of the retailers out of the total sample size consider Mother Dairy’s
preference to be the most.
 15% of the retailers out of the total sample size consider Kwality Wall’s
preference to be the most.

55
 Ques.8 Which ice cream has the maximum
Profit margin?

5%
15%

amul
mother dairy

80% kwality walls

Inference

From the above chart it can be derived that-

 80% of the retailers out of the total sample size consider Amul’s profit margin to
be maximum
 15% of the retailers out of the total sample size consider Mother Dairy’s profit
margin to be maximum.
 5% of the retailers out of the total sample size consider Kwality Wall’s profi to be
maximum.

56
 Ques.9 Packaging of which ice cream is of
good quality?

15%

15%
amul
mother dairy
70%
kwality walls

Inference

From the above chart it can be derived that-

 70% of the retailers out of the total sample size consider Amul’s packaging quality
good.
 15% of the retailers out of the total sample size consider Mother Dairy’s packaging
quality good.
 15% of the retailers out of the total sample size consider Kwality Wall’s packaging
quality good.

57
 Ques.10 For which ice cream brand
consumers use the word “Expensive” more
often?
3%

6%

amul
mother dairy
kwality walls
91%

Inference

From the above chart it can be derived that-

 3% of the retailers out of the total sample size told consumers use the word
expensive more often for Amul
 6% of the retailers out of the total sample size told consumers use the word
expensive more often for Mother dairy
 91% of the retailers out of the total sample size told consumers use the word
expensive more often for Kwality Walls

58
Chapter 4
Conclusion

59
Conclusion:

Prior to and during the research, the researcher has done a vast survey of literature on
Dairy Cooperatives which included books, research journals, research papers, Ph.D.
theses, magazines, newspapers, Govt. Publications, Dairy Cooperatives’ reports and
publications, etc. This comprehensive literature survey showed that there is dearth of
research as far as ICT implementation in the Dairy Cooperative sector in concerned.

The researcher found that most of the research work done on dairy cooperatives was
mainly focussed on the following areas:

 Descriptive studies of Dairy Cooperative Sector in general, in various parts of the

country

 Agricultural and animal husbandry aspects of Dairy Cooperatives

 Market exploration or expansion of Dairy Cooperatives

 Economical and social development aspect of Dairy Cooperatives in Rural Areas

 Technical aspects related to technology and machinery in general

 Experimental studies on Chemical compositions and combinations of various dairy

products

There was hardly any study which spoke of computerization of dairy cooperatives. There
was practically no study found which talked about ICT or ERP implementation in Dairy
Cooperatives. Thus, there was a clear-cut gap and dearth of scientific research in the area
of ICT implementation in Dairy Cooperatives. The researcher found that the research
conducted so far in the Dairy Cooperative sector was grossly insufficient for the
modernization and computerization of Dairies. Moreover, there was no authentic research
to guide the stakeholders and motivate them towards ICT Implementation. The researcher
found the need to study this subject for the larger interest of the stakeholders of Dairy
cooperatives viz. Management and employees of Dairy cooperatives, Farmers associated

60
with the dairy cooperatives, Consumers of milk products and Companies providing ICT
implementation in general and for the fulfilment of his Ph.D. project in particular.

After all the study we found that Amul Ice creams are leading in all the fields. Both
retailers and consumers prefer the Amul Ice creams

61
Chapter 5
Annexures

62
 Sample Questionnaire

Questionnaire for consumers

Part A

Name:-

Address:-

Gender:-

Age:-

Part B

Ques.1 Quality of which ice cream you consider to be best?

a) Amul
b) Mother dairy
c) Kwality walls

Ques. 2 Packaging of which ice cream you consider to be best?

a) Amul
b) Mother dairy
c) Kwality walls

Ques. 3 Taste of which ice cream you consider to be best?

a) Amul
b) Mother dairy
c) Kwality walls

63
Ques. 4 Which ice cream do you prefer keeping price into consideration?

a) Amul
b) Mother dairy
c) Kwality walls

Ques. 5 Keeping all factors in mind which ice cream do you prefer?

a) Amul
b) Mother dairy
c) Kwality walls

Ques. 6 Advertisement of which ice cream do you remember?

a) Amul
b) Mother dairy
c) Kwality walls

Ques. 7 Which ice cream is mostly available for you?

a) Amul
b) Mother dairy
c) Kwality walls

Ques. 8 Which ice cream use good quantity of dry fruits?

a) Amul
b) Mother dairy
c) Kwality walls

Ques. 9 Which ice cream has the good variety of flavors?

a) Amul
b) Mother dairy
c) Kwality walls

Ques. 10 Which ice cream has “Ananya Pandey” and “Rohit Sarraf” as their ambassadors
in recent advertisement?

a) Amul
b) Mother dairy
c) Kwality walls

64
Questionnaire for retailers

Part A

Name:-

Name of the shop:-

Address:-

Gender:-

Age:-

Part B

Ques. 1 Stock of which ice cream you keep the most?

a) Amul
b) Mother dairy
c) Kwality walls

Ques. 2 Which ice cream has a good sale in the market?

a) Amul
b) Mother dairy
c) Kwality walls

Ques. 3 Price of which ice cream are genuine?

a) Amul
b) Mother dairy
c) Kwality walls

Ques. 4 Quality of which ice cream you think is best?

a) Amul
b) Mother dairy
c) Kwality walls

65
Ques. 5 Supply of which ice cream is good in the market?

a) Amul
b) Mother dairy
c) Kwality walls

Ques. 6 Packaging of which ice cream is attractive?

a) Amul
b) Mother dairy
c) Kwality walls

Ques.7 Which ice cream do consumer prefers the most?

a) Amul
b) Mother dairy
c) Kwality walls

Ques.8 Which ice cream has the maximum Profit margin?

a) Amul
b) Mother dairy
c) Kwality walls

Ques.9 Packaging of which ice cream is of good quality?

a) Amul
b) Mother dairy
c) Kwality walls

Ques.10 For which ice cream brand consumers use the word “Expensive” more often?

a) Amul
b) Mother dairy
c) Kwality walls

66
 Chapter 6
Bibliography

67
Bibliography

 https://en.wikipedia.org/wiki/Amul
 https://en.wikipedia.org/wiki/Mother_dairy
 https://en.wikipedia.org/wiki/Kwality_Wall%27s
 https://amul.com/
 https://www.motherdairy.com/
 http://www.kwalitywalls.in/home.php
 http://shodhganga.inflibnet.ac.in/bitstream/10603/109611/9/09_chapter%202.pdf

68