A PROJECT PROPOSAL ON CONSUMER RESEARCH STUDY ON AMUL MILK INTRODUCTION Milk is an essential commodity, which is inevitable in our day-to-day

life. Hard ly may you find any human being who had not tasted milk throughout his life? Ind ia being basically agricultural country milk and dairy products are by-products of several million agriculturalists. Gone are the days when milk can be purchase d only from milk vendors. In these days when almost all items are sold in readym ade forms in packets and milk is no more exception. It can be purchased at any t ime from a grocery shop. It is also good from health point of view as it is puri fied and the cholesterol content is removed from it. Amul milk is available in t he form of packet milk SCOPE AND COVERAGE IF STUDY The study shall be undertaken in Vadodara City in the state of Gujarat; to measu re and evaluate current state of customers actual experiences with regard to choi ce of milk from people located Vadodara City in the State of Gujarat.

PRACTICAL APPROACH TO THE PROBLEM Measurement of Consumer choice for a particular type of milk is an attempt to un derstand and predict human action in buying decision. These actions can play a g reat role in identifying future market potentials of branded & non branded milk. Dairy industry in India is fast growing and expanding one. Studies on consumer research for Amul milk & non branded milk will definitely he lp in its future growth and development in the right direction. In this project entitled consumer research study on Amul milk v/s non branded milk in vadodara ci ty, an attempt is made to study the consumer choice of milk in vadodara city amon g consumers RESEARCH METHODOLOGY Depending on the rationale and the objective, it becomes clear that research des ign of the research would descriptive in nature. The primary data shall be colle cted from those milk consumers who are located in the Vadodara City in the State of Gujarat. It would follow and supported by the following decision OBJECTIVES OF THE STUDY The objective of the study aims at analyzing the following aspects: 1. To collect data from selected milk consumers from the Vadodara City in th e State of Gujarat, on selected criteria. 2. To obtain the opinion from selected customers about choice of milk and ac tual experiences with purchase of branded or non- branded milk.

3. To obtain the opinion from selected customers of particular milk about ty pe of services provided by Baroda Dairy as well as by vendors to milk consumer. 4. To measure the overall opinion about satisfaction or dissatisfaction of selected consumers of particular milk.

Research Instrument The researcher would develop Structured Non-Disguised Questionnaire for the coll ection of the primary data from the selected consumers of particular choice of mi lk.

SAMPLE SIZE Adequate number of sampling units would be considered and drawn for the purpose of the collection of the primary data from amongst the customers of milk , locate d in the Vadodara city in the State of Gujarat

SAMPLING DESIGN & METHODS The researcher proposes to make use of Non-Probability Sampling Design or Approa ch based on Convenience Sampling Methods that would be put to use for the collec tion of the primary data from amongst the particular milk users, located in the Vadodara city in the State of Gujarat

SIGNIFICANCE OF THE STUDY Every study is conducted to get some explicit benefits that are expected to flow from such study. The proposed study would be conducted to get opinion of milk c onsumers, located in the Vadodara city in the State of Gujarat. Milk is an essent ial commodity. It cannot be avoided in ones day-to-day life. Many sector of the society preferred non branded milk for various reasons. Hence it is interesting to study which milk is widely used by the consumers and the reasons for selectin g particular milk.

LIMITATION OF THE RESEARCH STUDY 1. The Research study would mainly be undertaken based on collection of pri mary data and information mainly from urban population, it would be inappropriat e to generalize it as fit and good for the whole population. 2. The Research Study shall be mainly carried out in the Vadodara city in t he State of Gujarat; hence this research work does not aim to cover the opinion of all the consumers of particular milk. Findings can be applied to only select sample size and care must be taken while applying to the other group of consumers

SOURCE OF INFORMATION Sources of information have been divided as follows. Primary Data:The researcher would collect necessary information and data on the selected topi c of the proposed study with the help of personal Interviews of selected consume rs of milk, located in the Vadodara City in the State of Gujarat. The collection of data will cover selected areas in Baroda city viz., Raopura, Main City includ ing Mandvi, Makarpura, Manjalpur, Karelibaug, Alkapuri, Fateh ganj, Nizampura, W aghodia road, etc