MAHARANA PRATAP GROUP OF

INSTITUTION

Consumer Perception Amul Product in

India

Summited to Summited by
Manisha Ma’am Vaishali Sharma
 LIST OF CONTENTS
1) Introduction: Recruitment and Selection
2) Industry & Company Profile
3) Products
4) Objective of study
5) Need of the study
6) Problem Statement
7) Research Design
8) Sample Design
9) Hypothesis
10) Research methodology
11) Questionnaire
12) Recommendation / Suggestion
13) Conclusion
COMPANY INTRODUCTION AND HISTORY
 The Taste of India, a brand so distinctively Indian has been a part of our
lives for nearly five decades now and still is able to touch a chord in our
hearts.

 As a brand AMUL has grown from being merely a differentiating factor

to protect the interests of producers and consumers.

 AMUL inspired ‘Operation Flood’ and heralded the ‘White Revolution’ in

India. It began with two village cooperatives and 250 liters of milk per
day, nothing but ooze compared to the flood it has become today.

 AMUL distributes over a million liters of milk per day, it also collects
and processes various milk products, during the peak, on behalf of more
than a thousand village individually owned by half a million farmer
members.

 AMUL too has become a symbol of the aspirations of millions of

farmers.
 INDUSTRY
 Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's largest food
productmarketing organisation with annual turnover (2011-12) US$ 2.5 billion.

 Its daily milk procurement isapprox 13 million lit (peak period) per day from 16,117 village milk
cooperative societies, 17 memberunions covering 24 districts, and 3.18 million milk producer
members.

 It is the Apex organisation of the Dairy Cooperatives of Gujarat, popularly known as 'AMUL',
whichaims to provide remunerative returns to the farmers and also serve the interest of consumers
byproviding quality products which are good value for money.

 Its success has not only been emulatedin India but serves as a model for rest of the World. It is
exclusive marketing organisationof 'Amul' and 'Sagar' branded products. It operates through 47 Sales
Offices and has a dealernetwork of 5000 dealers and 10 lakh retailers, one of the largest such networks
in India.

 Its productrange comprises milk, milk powder, health beverages, ghee, butter, cheese, Pizza cheese.
GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading House"
status.Many of our products are available in USA, Gulf Countries, Singapore, The Philippines, Japan,
 RESEARCH METHODOLOGY

The primary data has being collected from 100

respondents through Google form and has not
being analysed using pie chart and its interpretation.
 OBJECTIVE OF THE STUDY
To know the customer behavior and to identify the level of customer
satisfaction towards Amul.

To offer pragmatic suggestion for growth and development of Amul

milk.

To know the various marketing mix that influence the customer

behavior.

To find out the consumer satisfaction of Amul Products.

To find out the factors influencing the consumption of milk by consumers of

milk.

To find out awareness level of people towards Amul products.

To find out advertisement effectiveness and developing the marketing field.

 HYPOTHESIS

 NULL HYPOTHESIS

H0- The statement are being achieved by the

company.

 ALTERNATIVE HYPOTHESIS

H1- The statement are not being achieved by

the company.
 SCOPE OF THE STUDY

Customer satisfaction is an important element

in the marketing activity.

This customer satisfaction decides the fate of

the product and organization.

There is various factors influence to the

customer satisfaction.
COMPANY INTRODUCTION AND HISTORY

The Taste of IndiaFormed in 1946, is a dairy cooperative

movement in India with 250 liters of milk per day with
name KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS'
UNION.A brand name AMUL is managed by Gujarat Co-
operative Milk Marketing Federation Ltd. (GCMMF).The
brand name Amul means "AMULYA" (suggested by a
quality control expert in Anand). This word derived form
the Sanskrit word "AMULYA" which means
"PRICELESS".Amul has spurred the white revolution of
India, which has made India the largest producer of milk
and milk products in the world and the White Revolution
has finally created a billion-dollor brand.Today Amul
dairy is No. I dairy in Asia and No. 2 in the world, which
is matter of proud for Gujarat and whole India.Amul has
more than 150 chilling centers in various villages.Dr.
Verghese Kurien, former chairman of the GCMMF the man
behind the success of Amul.
 INDUSTRY ANALYSIS: PORTER'S 5 FORCES

Threat of new
entrants Is high
because There are
no entry barriers

Bargaining Power of Competitive Rivalry is Bargaining Power of

Suppliers is low because High due to Other Costumer is high
the suppliers Are rural brands and Local because of various
milk producer. players competitor.

Threat of substitutes
is high because of
availability of Other
products
 PROBLEM STATEMENT

Many companies are aiming for high satisfaction

because customers who are just satisfied still it find it
easy to switch when better offer comes along.

Those who are highly satisfied are much less ready to

switch.

High satisfaction creates an emotional bind with the

brand not just a rational preference.

The result is highly customer loyalty. Hence an

attempt has been made to identify the customer
attitude and satisfaction on Amul Milk.
PRODUCTS AND BRANDS

1) Amul Milk
2) Dahi
3) Ghee
4) Milk Powder
5) Mithai Range
6) Mithai Mate
7) Chocolates
8) Fresh Cream
9) Pouch Butter Milk
10) Recipes
11) Bread Spreads
12) Cheese
13) Milk
14) Beverage Range
15) Amul PRO
16) Ice Cream
17) Paneer