A STUDY ON CUSTOMER PREFERENCE TOWARDS

AMUL PRODUCTS

A project work submitted in the partial fulfillment of requirements

for thedegree of
BACHELOR OF COMMERCE IN INFORMATION
SYSTEMS MANAGEMENT
Submitted by

ATCHAYAA.U “1813421044008”
Under the guidance of

MS.SUKANYA M.com M.Phil.

SHRIMATHI DEVKUNVAR NANALAL BHATT VAISHNAV

COLLEGE FOR WOMEN (AUTONOMOUS)
RE-ACCREDITED WITH ‘A+’GRADE BY

NAACCHROMPET, CHENNAI-600004

“2020-2021”
 CERTIFICATE

This is to certify that the study on “A STUDY ON CUSTOMER

PREFERENCE TOWARDS AMUL PRODUCTS” Is submitted by
ATCHAYAA.U in partial fulfillment of the curriculum of Bachelor of
Commerce in Information Systems Management course during 2020 under
the guidance of MS.SUKANYA M.com M.Phil. This project has not previously
formed the basis for the award to the candidate of any degree, diploma,
fellowship or similar other title.

”MS. SUKANYA. M. Com, M.Phil,” “Dr.SANGEETHA,M.Com,M.Phil,Ph.D”

Guide and Assistant Professor Head of the Department

EXTERNAL EXAMINER
 DECLARATION

I ATCHAYAA.U a bonafide student of III B.COM INFORMATION SYSTEMS

MANAGEMENT, Shrimathi Devkunvar Nanalal Bhatt Vaishnav College for
Women, Chrompet, Chennai-44 would like to declare that the project titled “A
STUDY ON CUSTOMER PREFERENCE TOWARDS AMUL PRODUCTS”
in partial fulfillment of B.COM(ISM) is my original work.

PLACE:

DATE:

ATCHAYAA.U
 ACKNOWLEDGEMENT
I take this opportunity to acknowledge my sincere thanks to my respected,
DR.R.GEETHA,MSC.,M.PHIL.,PH.D.,beloved Principal of Shrimathi Devkunvar Nanalal
Bhatt Vaishnav College For Women (Autonomous) for giving me this valuable opportunity to
undertake my project.

I would like to express my sincere gratitude to Ms.Dr.Sangeetha M.Com,M.Phil,Ph.D,

Assistant Professor,Head of the Department of B.Com(ISM),who was inspiring and
motivating to do my projectwork.

I also owe our sincere thanks to Ms.SUKANYA M.Com, M. Phil., for kindly and patiently
guiding me in the successful completion of the project.

I thank all my faculty members of B.Com(ISM) department for their kind support which motivated
me towards the successful completion of my project.

I also thank God and all those who helped directly or indirectly for the successful completion of
this project.

ATCHAYAA.U
 ABSTRACT
The study “A STUDY ON CUSTOMER PREFERENCE TOWARDS AMUL PRODUCTS”.
For the purpose of the study the researcher has applied “convenient sampling techniques”. The
research was conducted with the help of 65 respondents. The tools used in this study is
percentage and weighted average method.
 INDEX

S.NO CHAPTERIZATION Page no

CHAPTER 1 INTRODUCTION 1
CHAPTER 2 THEORETICAL 7
BACKGROUND
CHAPTER 3 REVIEW OF LITERATURE 9
CHAPTER 4 DATA ANALYSIS AND 13
INTERPRETATION
CHAPTER 5 FINDING&SUGGESTION 33

CHAPTER 6 CONCLUSION 35
BIBLIOGRAPHY 37
ANNEXURE 39
 LIST OF TABLES
TABLE NO CONTENT PAGE NO
4.1 Table showing gender of 14
the respondents
4.2 Table showing 15
occupation of the
respondents
4.3 Table showing age of the 16
respondents
4.4 Table showing 17
educational qualification
of the respondents
4.5 Table showing monthly 18
income of the
respondents
4.6 Table showing Amul 19
preferred by the
respondents
4.7 Table showing which 20
Amul product is used by
the respondents
4.8 Table showing why Amul 21
is choosen by the
respondents
4.9 Table period of usage by 22
the respondents
4.10 Table showing number of 23
Amul products known by
the respondents
4.11 Table showing frequency 24
of using milk products by
the respondents
4.12 Table showing how 25
people started using
Amul product
4.13 Table showing which 26
Amul product is highly is
used by the respondents
4.14 Table showing customer 27
rating towards factor of
purchase
4.15 Table showing 28
satisfaction level towards
Amul products by the
respondents
4.16 Table showing leakage 29
problems faced by the
respondents
4.17 Table showing why 30
respondents chose the
current Amul product
used by them
4.18 Table showing 31
satisfaction level of the
respondents

4.19 Table showing most 32

important factor point
while purchasing Amul
product by the
respondents
 CHAPTER 1

INTRODUCTION

MARKETING refers to activities a company undertakes to promote the buying or selling

of a product or service. Marketing includes advertising, selling, and delivering products to
consumers or other businesses. Some marketing is done by affiliates on behalf of a company.
At its most basic level, marketing seeks to match a company's products and services to
customers who want access to those products. Matching products to customers ultimately
ensures profitability.

DEFINITION OF MARKETING

Marketing is defined by the American Marketing Association (AMA) as "the activity, set of
institutions, and processes for creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at large".

CUSTOMER PREFERENCE

Consumer preference is defined as the subjective tastes of individual consumers, measured by

their satisfaction with those items after they’ve purchased them. This satisfaction is often
referred to as utility. Consumer value can be determined by how consumer utility compares
between different items.

Consumer preferences can be measured by their satisfaction with a specific item, compared
to the opportunity cost of that item since whenever you buy one item, you forfeit the
opportunity to buy a competing item. While consumer preference is an indicator of consumer
demand, it’s important to note that consumer choices are not always determined by preference
alone. Choices are often limited by a consumer’s income or budget, compared to the cost of
the item, which is why so few people drive luxury cars or fly first-class.

1
WHY IS CONSUMER PREFERENCE IMPORTANT?

Because consumer preference determines what products people will buy within their budget,
understanding consumer preference will give you an indication of consumer demand. This
information will help to ensure that you have enough product to meet demand and will help
you determine the price for your product.

If, for example, your company makes dresses, knowing what women prefer in a dress will
help you determine which colors and fabrics will sell better than others, as well as whether
shorter hemlines will sell better than longer hemlines. If your products are comparable to
more expensive brands, you may be able to sell them at a higher profit. On the other hand, if
your competitors offer similar dresses for less money that are also preferable to yours, you
may need to reduce production, change the design or reduce your profit to ensure you aren't
left with too much inventory at the end of the season.

As the preference for one product over another increase, one product may outsell the other
even if the price is much higher. However, when the preference is negligible, then price and
availability become the determining factors over which one will sell better.

TYPES OF CUSTOMER PREFERENCE

Functionality
Customers need your product or service to function the way they need in order to solve their
problem or desire.
Price
Customers have unique budgets with which they can purchase a product or service.

Convenience

Your product or service needs to be a convenient solution to the function your customers are
trying to meet.

Experience

The experience using your product or service needs to be easy -- or at least clear -- so as not
to create more work for your customers.

2
Design

Along the lines of experience, the product or service needs a slick design to make it relatively
easy and intuitive to use.

Reliability

The product or service needs to reliably function as advertised every time the customer wants
to use it.

Performance

The product or service needs to perform correctly so the customer can achieve their goals.

Efficiency

The product or service needs to be efficient for the customer by streamlining an otherwise
time-consuming process.

Compatibility

The product or service needs to be compatible with other products your customer is already
using.

SCOPE OF THE STUDY

Amul product is one of the most important product which is used all over the world.
Consumer preference is an important element in the marketing activity. The study is to
calculate various opinions of the consumer who is using Amul products. This shows the
purchasing level of the product. The company can come to know about the strength and
weakness of the product. The will help to know the needs and wants of every individual in the
day to day life.

NEEDS OF THE STUDY

• The product quality in Amul products

• The hindrance faced by consumers
• To identify the brand awareness among respondent of the products
• The level of satisfaction of the consumers

3
OBJECTIVES OF THE STUDY
1. To study the customer preference towards Amul products

2. To study the consumer buying behavior towards Amul products.

3. To ascertain the factors influencing the purchase of Amul products.

4. To find out the socio-economic status of the consumers who is utilizing Amul products.

5. To offer suggestion for improvement.

RESEARCHMETHOLOGY:

According to “CLIFFORD WOODY” researcher comprises defining and redefining

problem, formulation hypothesis and or suggested solution; collecting, organizing reaching
conclusion; and at last carefully testing the conclusion and reaching the consuls to
determine whether they fit the formulating hypothesis.

Research Design:

Research design is a frame work or blue print for conducting the research project. It
specifies the details of the procedures necessary for obtaining the information needed to
structure and/or solve research problems. Research design taken in this study is Descriptive
Research.

SAMPLE DESIGN:

For the purpose of the study the researcher has applied “convenient sampling techniques”
which is a method in non-probability sampling. This method of sampling involves selecting
the sample elements using some convenient method without going through the rigors of
sampling method. The researchers make use of any convenient base to select the required
number of samples. Since the time and cost is the limiting factor the study is confined to
this techniques and study is conducted by the direct interview to the retailer with direct
interview to the retailer with structured questionnaire.

4
SIZE OF THE SAMPLE:

The research was conducted with the help of 50 respondents.

PERIOD OF STUDY:

The period covered for the study is six months.

DATA COLLECTION:

Data refers to the study are informative, descriptive facts, non-numerical information,
quantitative information. Data collection is any process of preparing and collecting data.
The purpose of data collection is to obtain the information to keep on record, to make
decision about important issue or to pass about information. The data collection is two
types they are

• Primary data
• Secondary data.

Primary Data:

Primary data are those collected by the investigator himself for the first time and thus they
are collected for particular purpose. A well-structured questionnaire was personally
administrated to the selected sample to collect the primary data.

Secondary Data:

Secondary data are those which have already been collected by some other person for their
purpose and published. Secondary data are usually used in this study are

• Books/ Journals.
• Magazines
• Web sites.
• Articles

5
 ANALYTICAL TOOLS:

The researcher analyzed the data with the help of the following statistical tools.

• Percentage analysis: = Number of respondents/ Total number of respondents*100

• Weighted average: = ∑𝑊𝑥/∑𝑤 W=weights, X=values

LIMITATION OF THE STUDY

• The study is limited to (65) respondents

• The time availability for the study is limited
• Some of the respondents were not interested to fill up the questionnaire
• The information given by the respondents may also be unfair

6
 CHAPTER 2
THEORETICAL BACKGROUND
AMUL PRODUCT

Amul, is an Indian dairy cooperative society, based at Anand in the Indian state
of Gujarat. Formed in 1946, it is a cooperative brand managed by a cooperative body,
the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is
jointly owned by 36 lakh (3.6 million) milk producers in Gujarat. Amul spurred India's
White Revolution, which made the country the world's largest producer of milk and milk
products.
Kaira District Milk Union Limited (later renamed to Amul) was founded in 1946 through
the efforts of three men, Tribhuvandas Patel, Verghese Kurien and Harichand Megha
Dalaya. Amul's foundation was a significant contributor to the white revolution in India.
Tribhuvandas Patel under the guidance of Sardar Vallabhbhai Patel became the founding
chairman of the organization and led it until his retirement in 70s. He hired Dr. Verghese
Kurien in 1949. He convinced Dr. Kurien to stay and help with the mission. Under the
chairmanship of Tribhuvandas, Dr. Kurien was initially the general manager and helped
guide the technical and marketing efforts of Amul. Dr. Kurien was the chairman of Amul
briefly after Tribhuvandas Patel died in 1994.
Kurien, founder-chairman of the GCMMF for more than 30 years (1973–2006), is
credited with the success of Amul's marketing. Amul has ventured into markets overseas.
HISTORY
Amul cooperative was registered on 19 December 1946 as a response to the exploitation
of marginal milk producers by traders and agents in small cities. The prices of milk were
arbitrarily determined at the time. The government had given Polson an effective
monopoly in milk collection from Kaira and its subsequent supply to Mumbai.

7
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 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 liters 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.

UHT PRODUCT AND IMPACT

Over the years, Amul has been witnessing growth in this portfolio, with the segment
growing at 53%. Long life UHT products for urban populations, like Amul Taaza, which
are packed in Tetra Pak cartons undergo UHT treatment to remove all harmful micro-
organisms while retaining the nutrition in the milk. Amul sells around 4,00,000-5,00,000
liters of UHT milk and other value added products per day and forecasts this demand to
continue growing at 25%. The UHT products have enabled Amul to position itself as the
market leader in packaged milk segment without the need of maintaining cold supply
chains.
AMUL BUTTER GIRL

The moppet who put Amul on India's breakfast table 50 years after it was first launched,
Amul's sale figures have jumped from 1000 tons a year in 1966 to over 25,000 tons a
year in 1997. No other brand comes even close to it. All because a thumb-sized girl
climbed on to the hoardings and put a spell on the masses.
For 30 odd years the Utterly Butterly girl has managed to keep her fan following intact.
So much so that the ads are now ready to enter the Guinness Book of World Records for
being the longest running campaign ever. The ultimate compliment to the butter came
when a British company launched a butter and called it Utterly Butterly, last year.

8
 CHAPTER 3
REVIEW OF LITERATURE
1. S. P. Savitha, “A Study on Consumer Preference Towards Amul Product ”in
Madurai City”, International Journal of Current Research and Modern
Education, Volume 2, Issue 1, Page Number 41-46, 2017.

https://zenodo.org/

This research is pertaining to find out the present consumer satisfaction of Amul
product Amul product has a good reputation among the customers in Madurai. So it
can be extended to supply rural area also. From various respondents the researcher
has gathered lot of information's among Amul product buying behavior. It was
concluded that "Amul product is the market leader in diary industry”
Review
Agricultural Economics Research
2. Rohan Roy Samuel “Consumer behavior & satisfaction” for “Gujarat co-
operative milk marketing federation ltd.” Journal of business management
Published on Oct 3, 2011.

https://www.slideshare.net/

The objective was consumer behavior and satisfaction. The sample size for this is
100 respondents. The sampling design used here is convenience sampling. The
analysis used is quantitative analysis and the tools utilized in the study are
percentage analysis and graph chart.it is concluded that amul has a good market
share.

3. Dr. P. Rengarajan, R. Sathya and R. Gowthami (2014), “Buying behaviour of

selected branded milk products”, EPRA International Journal of Economic and
Business Review, Vol. 2 Issue- 8, pp.105-110.

https://epratrust.com/

The objective of the study to find out the level of satisfaction, awareness and
consumption of branded products. The sample size of 150 respondents is used for
the study. The completion of the study is Indian dairy market is trying to grab the
under explored Indian marketing

9
4. N Ramya, Dr. SA Mohamed Ali “A study on consumer buying behavior
towards Amul products with special reference to Coimbatore city”
International Journal of Applied Research 2018; 4(7): 353-357.

This article examines the consumer buying behavior towards Amul Products with
special reference to Coimbatore City. A convenient sampling technique tool was
adopted for data collection. Sample size taken in this is 150 customers. The data is
collected through questionnaire. The buying behavior is positive which reveals
that the buying behavior of the consumers is high. Thus the project concludes that
the buying behavior of the consumers are positive, so the product has a good reach
in Coimbatore city.

5. Prof. Sulekha Munshi, Ajay Tekchandani “Study of availability of Amul

products during lockdown period in Mumbai city” European Journal of
Molecular & Clinical Medicine, 2020, Volume 7, Issue 8, Pages 4926-4933.

https://ejmcm.com/

The objective of the study is to study about the availability of Amul products
during Lockdown period in Mumbai City. The sample size for this research was of
82 respondents. Primary data is used in this research work. The Sampling method
used is no estimation of probabilities. The paper concluded that Amul was made
available in every centers.

6. Jamwal, Mohit & Pandey, Dr. Akhilesh. (2014) “Consumer Behavior towards
cooperative milk societies: A Study on measuring customer satisfaction of
'Aanchal' milk” journal of Member Milk Union of UCDF Ltd.
10.13140/RG.2.1.3157.7121.

https://www.researchgate.net/

The main objective is to know the consumer behavior towards milk consumption.
The present study was based on 152 samples only. Hypothesis testing-Chi Square
Test is used in this study. it is concluded that to excel in the highly
competitive business the company needs to evolve their production,
marketing and pricing strategies effectively.

10
7. Prerna Garg and Harshit Setia “Packaging characteristics and its impact on
consumer brand preference with special reference to Amul milk” published in
Anusandhan The Research Repository, Volume 2, Number 1.

The study aimed at studying the impact of packaging characteristics on Consumer

Brand preference for Amul milk. . Its sample size is 120 respondents. The
conclusion is Amul Milk should align their packaging with the essence of
consumer brand preference so that consumer can emotionally as well as rationally
attach with Amul milk

8. Shukla, Sanjay “A Comparative Analysis of Mother & Amul Dairy Products”

issue on February 11, 2015 published in Journal of Indian journals.

https://papers.ssrn.com/

The objective of the paper is to do a Comparative Analysis of Mother & Amul

Dairy Products. The sources of information are both of primary data and secondary
data. The data collection method used is structured non disguised questionnaire in
which the types of questions used are open ended, Multiple choice. The sample for
the present study is selected using simple random technique. , the sample size taken
is 50 retailers and 75 customers.

9. C. Jothi Mary “A Study on Consumer Behavior of Aavin Milk in

BhelTownship: Trichy” Volume 1, Issue 4, September 2013 International
Journal of Advance Research in Computer Science and Management
Studies ISSN: 2321-7782 .
http://www.ijarcsms.com/
The objective of the study is to find out the consumer satisfaction of Aavin Milk.
The study has been undertaken by means of surveys method. A sample of 120
consumers is selected at random to know their preferences to Aavin milk. The
conclusion is market for Aavin milk is good and if efforts were taken to maintain
the same level, it is assumed that, definitely it will have a good and assured
demand.
10. Periyasami N. (2005) “Milk production in India” kisan world, sakthi sugars
Ltd. Indian journal of applied research (IJAR) Delhi vol. 33. Issue 4 April 2013
ISSN - 2249-555X.

https://www.worldwidejournals.com/

11
The main objective of the study is To find out the components of Milk production.
The sample size taken for the study is 110 fixed arbitrarily. , percentage is
calculated on different basis, percentage is calculated s, percentage is calculated
on the basis of age, sex, education and monthly income.The research indicated that
the majority of the milk consumers prefer fresh milk

12
 CHAPTER-4
DATA ANALYSIS AND INTERPRETATION

13
 TABLE 4.1

TABLE SHOWING GENDER OF THE RESPONDENTS

Gender No. of. Respondents Percentage

Male 6 9

Female 59 91

Total 65 100

Interpretation:
The above table shows the gender of the respondents. 9% of respondents are male
and 91% of the respondents are female.

14
 TABLE 4.2

TABLE SHOWING OCCUPATION OF THE RESPONDENTS

Occupation No. of. Respondents Percentage

Student 57 88

Employed 7 11

Home maker 1 1

Total 65 100

Interpretation:
The above table shows the occupation of the respondents 88% of the respondents
comes under student category, 11% of the respondents comes under employed
category, and 1% of the respondent come under home-maker category.

15
 TABLE 4.3

TABLE SHOWING AGE OF THE RESPONDENTS

Age No. of. Respondents Percentage

18-25 60 92

25-35 5 8

35-45 0 0

Above 45 0 0

Total 65 100

Interpretation:
The above table shows the age of the respondents. 92% of the respondents are of
18-25, 8% of the respondents are 25-35, no one are 35-45 and no one belongs to
above 40 age group.

16
 TABLE 4.4

TABLE SHOWING EDUCATIONAL QUALIFICATION OF THE

RESPONDENTS

Educational No. of. Respondents Percentage

qualification

UG 53 82

School level 7 11

PG 5 7

Total 65 100

Interpretation:
The above table shows the educational qualification of the respondents. 82% of the
Respondents falls under UG, 11% of the respondents fall under PG, 7% of the
respondents fall under PG.

17
 TABLE 4.5

TABLE SHOWING MONTHLY INCOME OF THE RESPONDENTS

Monthly Income No. of. Respondents Percentage

Below 5000 29 45

5000-15000 7 11

15000-25000 14 21

Above 25000 15 23

Total 65 100

Interpretation:
The above table shows the monthly income of the respondents 45% of the
respondents are below 5000 income group, 11% of the respondents earns 5000-
15000, 21% of the respondents earn 15000-25000, and 23% of the respondents earn
above 25000.

18
 TABLE 4.6

TABLE SHOWING WHETHER PEOPLE BUY AMUL PRODUCT OR NOT

Whether you buy Amul No. of. Respondents Percentage

product or not

Yes 53 82

No 2 3

Maybe 10 15

Total 65 100

Interpretation:
The above table shows the buying behavior towards Amul products. 82% of the
Respondents buy Amul products, 3% of the Respondents doesn’t buy Amul
products, and 15% of the respondents may buy Amul products.

19
 TABLE 4.7

TABLE SHOWING PRODUCTS OF AMUL USED BY THE RESPONDENTS

Products No. of. Respondents Percentage

Ice cream 36 55

Milk 12 18

Paneer 11 17

Ghee 4 7

Sweet curd 2 3

Total 65 100

Interpretation:
The above table shows the products of Amul used by the respondents 55% of the
respondents use ice cream, 18% of the respondents use milk, 17% of the
respondents use paneer, 7% of the respondents use ghee, and 3% of the respondents
use sweet curd.

20
 TABLE 4.8

TABLE SHOWING WHY PEOPLE CHOOSE AMUL PRODUCT

Why people prefer No. of. Respondents Percentage

Amul product

Good quality 41 63

Affordable price 14 22

Brand name 10 15

Total 65 100

Interpretation:
The above table shows why people buy Amul products. 63% of the Respondents
buy Amul products for good quality, 22% of the Respondents buy Amul products
for affordable price, and 15% of the respondents buy Amul products for their brand
name.

21
 TABLE 4.9

TABLE SHOWING THE PERIOD OF USING AMUL PRODUCT BY THE

RESPONDENTS

Period of using Amul No. of. Respondents Percentage

product
6 months 18 28

1 year 9 14

2 year 15 23

4 year 23 35

Total 65 100

Interpretation:
The above table shows the period of using Amul product by the respondents. 28%
of respondents used it for 6 months, 14% of the respondents used it for 1 year, 23%
of the respondents used it for 2 years, and 35% of the respondents used it for 4
years.

22
 TABLE 4.10

TABLE SHOWING NUMBER OF PRODUCTS KNOWN BY THE

RESPONDENTS

Number of products No. of. Respondents Percentage

known
1-5 42 65

6-15 19 29

Above 15 4 6

Total 65 100

Interpretation:
The above table shows the number of products known by the respondents. 65% of
the respondents knows 1-5 products, 29% of the respondents knows 6-15
products, and 6% of the respondents knows above 15 products.

23
 TABLE 4.11

TABLE SHOWING THE FREQUENCY OF USING MILK PRODUCTS BY

THE RESPONDENTS

Frequency of using No. of. Respondents Percentage

milk products
Daily 25 38

Once in 2-4 days 18 28

Once in 4-6 days 5 8

Once in a week 17 26

Total 65 100

Interpretation:
The above table shows the frequency of using milk products by the respondents.
38% of the respondents use it daily, 28% of the respondents use once in 2-4 days,
8% of the respondents use it once in 4-6 days, and 26% of the respondents use once
in a week.

24
 TABLE 4.12

TABLE SHOWING HOW RESPONDENTS STARTED USING AMUL

PRODUCTS

The ways respondents No. of. Respondents Percentage

started using Amul
Advertisement 54 38

Friends and relatives 11 28

Total 65 100

Interpretation:
The above table shows the ways respondents started using Amul products. 38% of
the respondents started using it by the advertisements, 28% of the respondents
started using it by friends and relatives.

25
 TABLE 4.13

TABLE SHOWING PRODUCT HIGHLY USED BY THE RESPONDENTS

Products mostly used No. of. Respondents Percentage

by the respondents
Butter 28 43

Cheese 11 17

Flavored milk 21 32

Lassi 5 8

Total 65 100

Interpretation:
The above table shows product highly used by the respondents. 43% of the
respondents uses butter highly, 17% of the respondents uses cheese, 32% of the
respondents uses flavored milk, and 8% of the respondents uses lassi.

26
 TABLE 4.14

TABLE SHOWING CUSTOMER RATINGS ON THE FACTORS

INFLUENCING PURCHASE

Factors 5 4 3 2 1 Wx Wx/x Rank

influencing
purchase
Brand 27 34 4 0 0 283 18.86 2

Taste 40 23 2 0 0 298 19.86 1

Price 19 26 18 2 0 257 17.13 4

Offer 14 23 25 3 0 243 16.2 5

Availability 30 24 10 1 0 278 18.53 3

Interpretation:
The above table shows the ratings for factors of purchase. Most of the customer
purchased Amul product for the taste and hence it ranked 1st, 2nd ranks brand,
3rd ranks availability, 4th ranks price, and 5th ranks offer.

27
 TABLE 4.15

TABLE SHOWING SATISFACTION LEVEL OF THE RESONDENTS

TOWARDS PRICE OF AMUL PRODUCTS

Satisfaction level No. of. Respondents Percentage

Good 29 45

Excellent 19 29

Average 17 26

Poor 0 0

Very poor 0 0

Total 65 100

Interpretation:
The above table shows the satisfaction level towards price of Amul products. 45%
of the respondents are highly satisfied, 29% of the respondents chose excellent,
26% of the respondents rated average, and there are no poor and very poor ratings.

28
 TABLE 4.16

TABLE SHOWING WHETHER THE RESPONDENTS HAVE ANY LEAKAGE

PROBLEM

Leakage problems No. of. Respondents Percentage

occurrence
Quite often 6 9

Sometimes 27 41

Always 3 5

Never 29 45

Total 65 100

Interpretation:
The above table shows leakage problems of the respondents. 9% of the respondents
get leakage problems quite often, 41% of the respondents get leakage problem
sometimes, 5% of the respondents get leakage problem always, 45% of the
respondents never gets leakage problem.

29
 TABLE 4.17

TABLE SHOWING FACTORS INFLUENCING PURCHASE OF AMUL

PRODUCT CURRENTLY USED BY THE RESPONDENTS

Factors influenced No. of. Respondents Percentage

purchase of amul
Price 23 35

Brand name 38 59

Design 4 6

Total 65 100

Interpretation:
The above table shows factors influenced respondents to purchase Amul product that
is currently used by them. 35% of the respondents purchased for price, 59% of the
respondents purchased for brand name, and 6% of the respondents purchased for
design.

30
 TABLE 4.18

TABLE SHOWING SATISFACTION LEVEL OF THE RESPONDENTS

TOWARDS AMUL PRODUCT

Satisfaction 4 3 2 1 Wx Wx/x Rank

level
Amul milk 45 12 8 0 232 23.2 2

Cheese 32 26 6 1 219 21.9 5

Ice cream 47 12 6 0 236 23.6 1

Paneer 41 18 6 0 230 23 3

Ghee 36 20 9 0 222 22.2 4

Interpretation:
The above table shows the satisfaction level of the respondents towards Amul
product. Most of the customer purchased Amul ice cream so it ranks 1st, 2nd
ranks Amul milk, 3rd ranks paneer, 4th ranks ghee, and 5th ranks cheese.

31
 TABLE 4.19

TABLE SHOWING MOST IMPORTANT POINT TO PURCHASE AMUL

PRODUCT BY THE RESPONDENTS

Most important factor No. of. Respondents Percentage

High quality 54 83

Low price 11 17

Total 65 100

Interpretation:
The above table shows most important factor by the respondents. 35% of the
respondents purchased for price, 83% of the respondents choose high quality,
17% of the respondents choose low price.

32
 CHAPTER-5
FINDING AND SUGGESTION

33
FINDING:
➢ 91% of the respondents are female.
➢ 88% of the respondents comes under student.
➢ 92% of the respondents are of 18-25 age.
➢ 82% of the Respondents falls under UG.
➢ 45% of the respondents are below 5000 income group.
➢ 82% of the Respondents buy Amul products.
➢ 55% of the respondents use ice cream.
➢ 63% of the Respondents buy Amul products for good quality.
➢ 35% of the respondents used it for 4 years.
➢ 65% of the respondents knows 1-5 products.
➢ 38% of the respondents use milk products daily.
➢ 38% of the respondents started using it by the advertisements.
➢ 43% of the respondents uses butter highly.
➢ 45% of the respondents are highly satisfied.
➢ 45% of the respondents never gets leakage problem.
➢ 59% of the respondents purchased for brand name.
➢ 83% of the respondents choose high quality.

SUGGESTION:
➢ The respondents feels they can increase availability of shops.
➢ The respondents feel to increase variety of products availability in local
and remote areas.
➢ The respondents suggests to sell it in affordable price.

34
CHAPTER-6
CONCLUSION

35
CONCLUSION:
By conclusion we came to know that the buying preference of the
consumers are positive, so the product has a good reach and it should also
increase availability of shops and availability of products in remote areas to
survey in Indian market.

36
BIBLIOGRAPHY

37
BIBLIOGRAPHY:
➢ S. P. Savitha, “A Study on Consumer Preference Towards Amul Product
in Madurai City”, International Journal of Current Research and
Modern Education, Volume 2, Issue 1, Page Number 41-46, 2017.
➢ Rohan Roy Samuel “Consumer behavior & satisfaction” for “Gujarat co-
operative milk marketing federation ltd.” Journal of business management
Published on Oct 3, 2011.
➢ Dr. P. Rengarajan, R. Sathya and R. Gowthami (2014), “Buying
behaviour of selected branded milk products”, EPRA International Journal
of Economic and Business Review, Vol. 2 Issue- 8, pp.105-110.
➢ N Ramya, Dr. SA Mohamed Ali “A study on consumer buying behavior
towards Amul products with special reference to Coimbatore city”
International Journal of Applied Research 2018; 4(7): 353-357.
➢ Prof. Sulekha Munshi, Ajay Tekchandani “Study of availability of Amul
products during lockdown period in Mumbai city” European Journal of
Molecular & Clinical Medicine, 2020, Volume 7, Issue 8, Pages 4926-4933.
➢ Jamwal, Mohit & Pandey, Dr. Akhilesh. (2014) “Consumer Behavior
towards cooperative milk societies: A Study on measuring customer
satisfaction of 'Aanchal' milk” journal of Member Milk Union of UCDF Ltd.
10.13140/RG.2.1.3157.7121.
➢ Prerna Garg and Harshit Setia “Packaging characteristics and its impact
on consumer brand preference with special reference to Amul milk”
published in Anusandhan The Research Repository, Volume 2, Number 1.
➢ C. Jothi Mary “A Study on Consumer Behavior of Aavin Milk in
BhelTownship: Trichy” Volume 1, Issue 4, September 2013 International
Journal of Advance Research in Computer Science and Management Studies
ISSN: 2321-7782.
➢ Periyasami N. (2005) “Milk production in India” kisan world, sakthi sugars
Ltd. Indian journal of applied research (IJAR) Delhi vol. 33. Issue 4 April 2013
ISSN - 2249-555X.

38
ANNEXURE

39
1. Name
2. Gender
a. Male
b. female
3. Occupation
a. Student
b. Employee
c. House wife
d. Others
4. Age
a. 18-25
b. 25-35
c. 35-45
d. 45 above
5. Qualification
a. School level
b. UG
c. PG
6. Monthly income
a. Below 5000
b. 5000-15000
c. 15000-25000
d. Above 25000
7. Do you buy Amul products?
a. Yes
b. No
c. Maybe
8. Which of the Amul product do you consume?
a. Milk
b. Ice cream
c. Paneer
d. Ghee
e. Sweet curd
9. Why do you choose Amul product?
a. Good quality
b. Affordable prices
c. Brand name
10. How long have you been using Amul?
a. 6 months
b. 1 year
c. 2 years
d. 4 year
11. How many of Amul product are you aware of?
a. 1-5
b. 6-15
c. Above 15
12. What is your frequency of using milk and milk products?
a. Daily
b. Once in 2-4 days

40
 c. Once in 4-6 days
d. Once in a week
13. How did you start using Amul?
a. Advertisement
b. Friends and relatives
14. What product of Amul is highly used by you?
a. Butter
b. Cheese
c. Flavoured milk
d. Lassi
15. How do you rate the following factors while purchasing amul product?

Good Excellent Average Poor Very poor

brand
Taste
Price
Offer
Availability of
product
16. How satisfied are you with the price of Amul?
a. Good
b. Excellent
c. Average
d. Poor
e. Very poor
17. Do you have any leakage of milk packet problems?
a. Quite often
b. Sometimes
c. Always
d. Never
18. Which factor influenced you in purchasing amul product you are currently using?
a. Price
b. Brand name
c. Design
19. In your view how satisfied are you with the following product
Satisfied Partially Somewhat dissatisfied
satisfied satisfied
Amul milk
Cheese
Ice cream
Paneer
ghee

20. Which one do you consider as the most important point while purchasing amul product?
a. High quality
b. Low price
21. Are there any suggestion for product development?

41
42