CHAPTER - 1

INTRODUCTION

INTRODUCTIONTOTOPIC

INTRODUCTION OF CONSUMER BUYING BEHAVIOURA Consumers decision to buy a product or service is the result of interplay of many forces or stimuli. The starting point is the marketers stimuli in the form of product offering through some promotional method, available at some outlets at a price. The marketing stimuli for the product include locating target markets and segmentation of market as per the customers needs.Consumer behaviour is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer.

DEFINITION OF CONSUMER-BUYING BEHAVIOURThe process by which individual search for select, purchase, use, and dispose of goods and services, in statisification of their needs and wants.

CONSUMER BUYING PROCESS:

This is an important process which has a vital role in consumer behavior study. This is the first essential step to understand consumer behaviour. The objective of study consumer buying process is to know how a consumer makes his decision regarding buying or not buying any commodity. In most cases, a decision involves the selection of an option from two or more attractive choices. The buying process is the process of decision-making leading to purchase function. It represents a problem solving approach. The mechanism is the same as in the same as in any processing activity and finally the output comes before us.

INPUTOUTPUTPROCESS

The simple model explains that it is composed of three stages-Input, Process, Output.Input is a stimulus. It is provided by two sets of variables, namely, the firms marketing efforts and the social environment. The firms marketing efforts are designed to positively expose, inform and influence consumers. These efforts include product/service itself,advertising,price stragies,distribution network, and in fact all marketing functions.For-example,when a company introduces a new brand of detergent powder or a television set, it may run a series of radio commercials with supporting press advertisements. The social environment serves as a non-commercial source of consumer information and influence which is not under the direct control of the firm. It includes reference groups and individuals, members of the family, social class and castes, culture, and the like. Both these stimulus variables influence consumers and the buying process.

STAGES OF BUYING BEHAVIOUR PROCESS

NEED RECOGNITION

INFORMATION SEARCH

EVALUATION BEHAVIOUR

PURCHASE DECISION

POST PURCHASE FEELINGS

1. Need Recognition: A buying process starts with need arousal. A need can be activated through internal or external stimuli. The basic needs of a common man arise to a particular level and become a drive and he knows from his previous experience how to satisfy these needs like: hunger, thirst etc. 2. Information search: After need arousal, the consumer tries to solve it and gathers the sources and information about the product. For-example: If a consumer needs to purchase a television, he will pay more attention to TV advertisements. He keeps remembering the remarks made by friends and associates about TVs. There are four sources of consumer information such as personal sources, commercial, public and experiential sources.3. Evaluation behavior:The evaluation stage represents the stage of mental trial of the product. During this stage, the consumer assigns relative value-weights to different products/ brands on the basis of accumulated stock of product information and draws conclusions about their relative satisfaction giving potential value. After this evaluation in the consumer develops the intention either to purchase or reject the product or brand. 4. Purchase decisions: There are three more important considerations for taking the buying decision.1. Attitude of others such as wife, relatives and friends.2. Anticipated situational factors such as family income etc.3. Unanticipated situational factors like accidents, illness etc.5. Post-Purchase feelings: If the product matches his expectations, the consumer is satisfied: if it exceeds, he is highly satisfied: and if it falls short of expectations, he is dissatisfied.

PARTICIPANTS IN THE BUYING BEHAVIOUR 1. Initiator: The initiator is a person who first suggests or thinks of the idea of buying the particular product.2. Influencer: The influencer is a person who explicitly or implicitly has some influence on the final buying decision of others.3. Decider: The decider is a person who ultimately determines any part or whole of the buying decisions, i.e whether to buy or what to buy, how to buy, when to buy or are to buy.4.Buyer: The buyer is the person who actually purchases.5. Users: The user is the person who actually uses or consumes the services or products.

INDUSTRIAL PROFILE

INDIAN DIARY INDUSTRY

India is the world's highest milk producer and all set to become the world's largest food factory.A dairy is a facility for the extraction and processing of animal milkmostly from goats or cows, but also from buffalo, sheep, horses, or camels for human consumption.Terminology differs slightly between countries. In particular, in the U.S. a dairy can also be the facility that processes and distributes the milk or the store that sells dairy products, and in New Zealand English a dairy means a corner shop, or Superetteand dairy factory is the term for what is elsewhere a dairy.As an adjective, the word dairy describes milk-based products, derivatives and processes, for example dairy cattle, dairy goat. A dairy farm produces milk and a dairy factory processes it into a variety of dairy products.

HISTORY OF DIARY INDUSTRYMilk-producing animals have been domesticated for thousands of years. Initially they were part of the subsistence farming that nomads engaged in. As the community moved about the country so did their animals accompany them. Protecting and feeding the animals were a big part of the symbiotic relationship between the animal and the herder.In the more recent past, people in agricultural societies owned dairy animals that they milked for domestic or local (village) consumption, a typical example of a cottage industry. The animals might serve multiple purposes (for example, as a draught animal for pulling a plough as a youngster and at the end of its useful life as meat). In this case the animals were normally milked by hand and the herd size was quite small so that all of the animals could be milked in less than an hourabout 10 per milker.With industrialization and urbanization the supply of milk became a commercial industry with specialised breeds of cow being developed for dairy, as distinct from beef or draught animals. Initially more people were employed as milker but it soon turned to mechanisation with machines designed to do the milking.Historically, the milking and the processing took place close together in space and time: on a dairy farm. People milked the animals by hand; on farms where only small numbers are kept hand-milking may still be practiced. Hand-milking is accomplished by grasping the teats (often pronounced tit or tits) in the hand and expressing milk either by squeezing the fingers progressively, from the udder end to the tip, or by squeezing the teat between thumb and index finger then moving the hand downward from udder towards the end of the teat. The action of the hand or fingers is designed to close off the milk duct at the udder (upper) end and, by the movement of the fingers, close the duct progressively to the tip to express the trapped milk. Each half or quarter of the udder is emptied one milk-duct capacity at a time.The stripping action is repeated, using both hands for speed. Both methods result in the milk that was trapped in the milk duct being squirted out the end into a bucket that is supported between the knees (or rests on the ground) of the milker, who usually sits on a low stool.Traditionally the cow, or cows, would stand in the field or paddock while being milked. Young stock, heifers, would have to be trained to remain still to be milked. In many countries the cows were tethered to a post and milked. The problem with this method is that it relies on quiet, tractable beasts, because the hind end of the cow is not restrained.In 1937 it was found that bovine somatotropin (BST) (bovine growth hormone) would increase the yield of milk. Monsanto developed a synthetic version of this hormone. In February 1994 BST was approved by the Food and Drug Administration (FDA) for use in the U.S. It has become common, in the U.S. but not elsewhere, to inject it into milch kine (dairy cows) in order to increase their production by up to 10%. However, there are claims that this practice can have negative consequences for the animals themselves.

In vitro maturation-in vitro fertilization work in progress at the Centre for Biotechnology, Bombay

Each new dairy plant is a step forward. An added advantage to an industry is looking towards the future.

Young students are learning about the anatomy of a cow and the process of artificial insemination at the Union Training Centre, Palanpur.

The National Dairy Development Board - the accolades for the progress of the dairy industry rest squarely on its collective shoulders.

The screw compressor room of the refrigeration plant at the 30 TPD Power plants, Meerut, the first of its kind in the country.

Product development work in progress on a pilot plant spray drier at the R&D Laboratory, Anand

An embryo transfer laboratory at Sabarmati Ashram Gaushala working to implement the latest technology so that small farmers have access to the best breeds in the business.

COMPANY PROFILE

COMPANY PROFILE Introduction:- Amul History:Amul was formally registered on December 14, 1946. Dr.Verghese Kurien is recognized as the man behind the success of Amul. The 'Amul revolution' started as awareness among the farmers, grew and matured into a protest movement that was channeled towards economic prosperity. Over five decades ago, the life of a farmer in Kheda District was very much like that of his/her counterpart anywhere else in India. His/her income was derived almost entirely from seasonal crops. The income from milk buffaloes was undependable. Private traders and middlemen controlled the marketing and distribution system for the milk. As milk is perishable, farmers were compelled to sell it for whatever they were offered. Often, they had to sell cream and ghee at throw-away prices. In this situation, the private trader made a killing. Gradually, the realization dawned on the farmers that the exploitation by the trader could be checked only if marketed their milk themselves. Amul was the result of that Realization. The Kaira Union began pasteurizing milk for the Bombay Milk Scheme in June1948. By the end of 1948, more than 400 farmers joined in more Village Society, and the quantity of milk handled by one Union increased from 250 to 5,000 liters a day. The success of Amul was instrumental in launching the White Revolution that resulted in increased milk production in India. It is termed as "Operation Flood" by Amul. Currently Amul has 2.41 million producer members with milk collection average of 5.08 million liters day. Amul's sales turnover in 2004-05 was 672 million US$.Amul is Indias largest Food Brand and is exported to Australia, Bangladesh, China, US, UAE, Singapore, African Continent, etc.Amul product line includes Milk, Skimmed Milk, Butter, Ghee, Cream, Ice Cream, Cheese, Chocolate, Shrikhand, etc.Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organization. It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money. CRISIL, India's leading Ratings, Research, Risk and Policy Advisory company, has assigned its highest ratings of "AAA/Stable/P1+" to the various bank facilities of GCMMF.Members:

13 district cooperative milk producers' Union

No. of Producer Members:2.7 million

No. of Village Societies:13,141

Total Milk handling capacity:10.21 million liters per day

Milk collection 2.69 billion liters

Milk collection 7.4 million liters

Milk Drying Capacity:626 Mts. per day

Cattlefeed manufacturing Capacity:3090 Mts per day

GCMMF - OperationsIndias largest food products marketing organization4 Distribution Highways 20 Product Groups 400+ SKUs 34 Supply Centre 50 Sales Offices 300 member sales team 5000 Stockiest 700,000 Retail outlets Rs 4,500 crore (US$ 1 billion) annual Sales Turnover

AmulIt means priceless in Sanskrit and many Indian languages Commitment to Quality Value for money The generation of awareness The fostering of loyalty Development of strong brand identity

Amul: The Challenges in 90'sConsumer Demand to widen the product range. Franchising the brand pan India to increase availability of fresh products.Globalization: Dedicated brand building campaign in international markets.

Sales TurnoverSales TurnoverRs (million)US $ (in million)

1994-9511140355

1995-9613790400

1996-9715540450

1997-9818840455

1998-9922192493

1999-0022185493

2000-0122588500

2001-0223365500

2002-0327457575

2003-0428941616

2004-0529225672

2005-0637736850

2006-07427781050

2007-08525541325

2008-09671131504

2009-10800531700

2010-11977422172

Ownership Pattern of Amul:Amul is a co-operative sector & it is having 22 total numbers in societies. In addition to this there is total 1800 manpower in organization.Gujarat co-operative milk marketing federation ltd. widely known as GCMMF faces through competition in the Indian market by different companies. So that by advertising and promoting its product GCMMF has become one of the leading dairies in India. In western of India, GCMMF shares most of the market while in other parts of India it is next so. But slowly and surely GCMMF is growing in sharing the market with other competitors industries.Now there is machinery around Rs. 1500 lakh which is to be in expansion with higher advanced machinery to Rs. 1600 lakhs.Accumulated members share capital in union is Rs. 553,935,000 this share capital is deposited in Amul bank account in the name respective member dairy co-operative societies.

Information about Competitors:The Indian market is dominated by a large number of small local manufacture and regional players.There are an estimated 150 manufactures in the organized segment which account for 30-40% of sales and about 1000 units in the unorganized segment of the market.They have also competitor in the market. They felt very tuff competition in our country and outing countries.

MARKETING STRENGTHThe extensive distribution network, built over the years, is a major strength for Amul Products. Amul Products are available to consumers, even in the most remote places and in the smallest of villages with a population of just 500.Amul has nearly 1,500 wholesalers, catering to 4, 25,000 retail outlets directly or indirectly. A two hundred strong dedicated field force services these wholesalers & retailers. The Amul marketing philosophy emphasizes catering to the masses. They constantly endeavor at designing products that provide nutrition to the common man. Most Amul offerings are in the low & mid-range price segments. This is based on their cultivated understanding of the Indian consumer psyche. The value-for-money positioning helps generate large sales volumes for the products. However Amul also manufactures a variety of premium products for the up-market, urban consumers. And in this way, caters a range of products to a variety of consumers.

THE CUSTOMER CONFIDENCEThe Amul name conjures up fond memories across the length and breadth of the country. Today, the Amul brands have found their way into the hearts and homes of people all over India& abroad. Amul continue to spread happiness & joy among people of all ages.The consumer is the focus of all activities at Amul. Maximizing value to consumers and forging enduring customer relationships are the core endeavors at Amul.Efforts are driven towards maximizing customer satisfaction

AWARDS ACHIEVEDAmul a co-operative society and its co-operation has led many different awards in its favor.Magsaysay award for community leadership presented in manila, Philippines to Shri Tribhuvandas Patel, Shri D N Khurody and Shri V. Kurien1964: Padmabhusan award given to Shri T.K. Patel1965: Padmshri awarded was given to V. Kurien, general manager, by the president of India1987: Best Productivity awarded by national productivity council for the year 1985-86 awarded to Amul dairy.1988: Best Productivity awarded for the second successive year 1986-87 by the president of India, Mr. R. Venkatrao to kaira union.1993: ICA Memenoto towards genuine and self-sustaining co-operative worldwide ICA regional office for Asia and pacific, New Delhi, 1996.1999: G.B.Birla award.Moreover the Amul union has achieved the prestigious ISO 9001-2000 and HACCP Certificate and effects are got to obtain ISO 14000.Amul Pro-Biotic Ice-cream Gets No. 1 Award at World Dairy Summit

"Sh.VK Singh, IAS, Managing Director, Punjab Cooperative Dairy Federation accepting 2007 IDF Marketing Award from Sh. Jim Begg, President, International Dairy Federation for Amul Prolife Probiotic Ice Cream on 3rd Oct 2007 at World Dairy Summit, Dublin, Ireland. Sh. VK Singh had kindly accepted award on behalf of GCMMF."The decision of GCMMF Ltd., Anand will be final in all matters as regards this Award.GCMMF bags APEDA AWARD for 11th year in a row

In a glittering ceremony held at Siri Fort Auditorium on 3rd June, 2008. GCMMF has bagged award for excellent performance in exports of dairy products for the year 2006-07 from Agricultural and Processed Food Exports Development Authority (APEDA), Minister of Commerce, New Delhi. GCMMF has won the award for 11th time. The award was received by Mr. Raveen Choudhary, our AGM (Z-I), Delhi, from Humble Minister of Commerce, Shri Kamalnath.

PRODUCT PORTFOLIO

Amul ButterUtterly Butterly DeliciousAmul LiteLow fat, low Cholesterol Bread Spread

Delicious Table MargarineThe Delicious way to eat healthy

Milk Drinks

Amul Kool Milk ShakeAmul Kool

Amul Kool CafeKool KokoA delight to Chocolate Lovers. Delicious Chocolate taste

Nutramul Energy DrinkA drink for Kids - provides energy to suit the needs of growing KidsAmul Kool Chocolate Milk

Amul Kool Flavored Bottled MilkAmul Kool Flavored Tetra Pack

Amul Masti Spiced ButtermilkAmul introduces the Best Thirst Quenching DrinkAmul Lassee

Amul Spray Infant Milk FoodStill, Mother's Milk is Best for your babyAmul Instant Full Cream Milk PowderA dairy in your home

Sagar Skimmed Milk PowderWhich is especially useful for diet preparations or for use by people on low calorie and high protein diet.Sagar Tea Coffee Whitener

Amulya Dairy WhitenerThe Richest, Purest Dairy Whitener

Fresh Milk

Amul Fresh MilkThis is the most hygienic milk available in the market. Pasteurised in state-of-the-art processing plants and pouch-packed for convenience.Amul Gold Milk

Amul Taaza Double Toned MilkAmul Lite Slim and Trim Milk

Amul Fresh CreamAmul Shakti Toned Milk

Amul Calci+Amul Buttermilk

Cheese

Amul Pasteurised Processed Cheese100% Vegetarian Cheese made from microbial rennetAmul Cheese SpreadsTasty Cheese Spreads in 3 great flavours..

Amul Emmental CheeseThe Great Swiss Cheese from Amul, has a sweet-dry flavour and hazelnut aromaAmul Pizza Mozzarella CheesePizza cheese...makes great tasting pizzas!

Amul / Sagar Pure GheeMade from fresh cream. Has typical rich aroma and granular texture. An ethnic product made by dairies with decades of experience.Cooking Butter

Amul Malai PaneerReady to cook paneer to make your favourite recipes!Utterly Delicious Pizza

Mithai MateSweetened Condensed Milk - Free flowing and smooth texture. White to creamy color with a pleasant taste.Masti Dahi

Desserts

Amul Ice CreamsPremium Ice Cream made in various varieties and flavours with dry fruits and nuts.Amul ShrikhandA delicious treats, anytime.

Amul Mithaee Gulab JamunsPure Khoya Gulab Jamums...best served piping hot.Amul ChocolatesThe perfect gift for someone you love.

Health Drink

NutramulMalted Milk Food made from malt extract has the highest protein content among all the brown beverage powders sold in India.Amul Shakti Health Food Drink Available in Kesar-Almond and Chocolate flavours.

OBJECTIVES OF THE STUDYThis project is based on consumer satisfaction towards Amul Milk and Milk products in Anand. Objectives of study are: To know the customer behavior and to identify the level of customer satisfaction towards Amul and its offers. To offer pragmatic suggestion for growth and development of Amul products. To know the various marketing mix that influence the customer behaviour.

CHAPTER-2

ResearchMethodology

RESEARCH METHODOLOGYResearch methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done systematically and scientifically. In it we study the various steps that are generally adopted by a researcher in studding his research problem along with the logic behind them.The scope of research methodology is wider than that of research method. Research Methodology includes:-

Research Design: A research design is the arrangement of conditions for collecting and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure

Types of Research Design Exploratory research design. Descriptive research studies. Diagnostic research studies. Experimental research studies.

RESEARCH DESIGN USED IN REPORT:I used exploratory research design in my project report.

SAMPLING UNIT:It refers to the individuals who are to be surveyed in the study and it is the customer who is consuming or using or who has bought AMUL Ice-cream.

SAMPLE SIZE:It refers to the number of people surveyed for this topic, in the study 197 people were surveyed and responses drawn.

SAMPLING DESIGN: All the items under consideration in any field of inquiry constitute a universe or population. A complete enumeration of all items in the population is known as census inquiry. We select only a few items from the universe for study purpose. The items selected constitute what is technically called a sample. The researcher may decide the way of selecting a sample. I used convenient sampling for my study.

DATA COLLECTION: Data collection includes two type of data:

PRIMARY DATAThe primary data refers to original information gathered for a specific purpose and provides up to date, accurate and relevant information and it is gathered in an investigation according to the needs of the problem.

TOOLS USED TO COLLECT THE PRIMARY DATA:The primary data is collected on the basis of survey method with the help of personal observation, direct consultation with consumers and dealers.

METHODS:The survey method is used to collect the primary data with the help of questionnaire based on explorative and conclusive research.

SECONDARY DATA:The secondary data can be defined as data collected by someone else for purposes other than solving problem being investigation and previously meant for another purpose.A secondary data is collected from the books, periodical journals, magazines, papers, company records, internet and other publication. LIMITATIONS OF THE STUDY:1. Total coverage of the study is limited to the few customers for collecting orders of AMUL Ice-cream.2. Sample size of the study is restricted to 197 customers only.3. Most of the respondents hesitate to give information but how ever an attempt is made to collect the data systematically.4. Time is the one constraint of the survey.

CHAPTER-3

DATA ANALYSIS& INTERPRETATION

Analysis and Interpretation of the Data

The analysis and interpretation of the data involves the analyzing of the collected data and interpretation it with pictorial representation such as bar charts, pie charts etc.

ACCORDING TO GENDER:

Classification of Customers Based On Sex:

The above graph shows that total respondents are 197.Out of which 112 are male and 85 are female.

According to occupation.Analysis of occupation of the respondents

Above graph shows that out of 197 respondents 25 are self-employed, 65 are professional, 68 are housewives, 39 are students.

1. Do you know about the fruity-nutty pack of Amul-ice-cream? a. Yes b. No.

YES56

NO141

The above graph shows that 56 people knew about the fruity nutty pack of Amul ice-cream and 141 people said that they dont know about this.

2. What is your opinion about this offer? a. Outstanding: b. excellent: c. Good: d. Average:

Analysis of Rating towards this offer RatingResponsePercentageOutstanding52.53excellent3015.22Good11156.34Average4723.85Total197100

The above diagram shows that 5 people said that this offer is outstanding,30 said that this offer is excellent,111 said that this is good whereas 47 said that this we like this offer as an average.

3. What is the most important factor that matters while buying an Amul product? a. Quality: b. Price: c. Service:

Analysis of Factors to Buy AMUL Ice-cream and Milk ProductFactorsNo. of responsePercentageQuality13468.02Price4924.87Easy availability147.11Total197100

The above diagram shows that 134 peoples like quality while buying Amul products, 49 people said that price matters while buying Amul product and 14 people said that easy availability matter while buying Amul products.

4. How did you come to know about the Amul product? a. By friends/family: b. Direct mailers: c. Press Ads: d.T.V ads

Opinion responsepercentage

Friends/family5628.43

Direct mail126.09

Press ads6834.52

T.V ads6130.96

Total197100

The above diagram shows that 56 people are knew from friends, 12 knew it from direct mail, 68 knew it from press ads and 61 knew it from t.v.ads.

5. What Ice-cream flavor do you like? a. Vanilla b. Butterscotch. c. strawberry d. other.

flavorresponsepercentage

vanilla4422.33

butterscotch7638.57

strawberry4020.3

other3718.78

Total197100

Out of 197 respondents 44 said that they like vanilla,76 people like butterscotch,40 people like strawberry and 37 like other flavor.

6. Can you recall AMUL ice-cream advertisement? a. Yes b. No

OpinionResponsePercentage

Yes10854.82

No8945.17

Total197100

The above diagram shows that 108 people said that they recall the Amul advertisement and 89 people not recall the advertisement of Amul.

7. Are you satisfied with the quality of the product? a. Yes: b. No:

OpinionResponsePercentage

Yes15076.14

No4723.85

Total197100

The above diagram shows that 150 people are satisfied with the quality of the product and 47 said that no they are not satisfied.

8. How often do you buy Amul ice cream? a. Daily: b. Monthly: c. Weekly: d. Occasionally

OpinionResponsePercentage

Daily 6 3.05

Monthly 102 51.78

Weekly 65 32.95

Occasionally 24 12.18

Total 197 100

The above diagram shows that 5 people daily buy the Amul ice-cream, 102 buy it monthly,

CHAPTER -4

FINDINGS

SUGGESTIONS&

CONCLUSION

Findings:

28.42% people knew about the fruity nutty pack of Amul ice-cream and 71.57% people said that they dont know about this. 2.3 %people said that this offer is outstanding,15.22% said that this offer is excellent,56.34% said that this is good whereas 23.85% said that this we like this offer as an average. 68.02 % peoples like quality while buying Amul products, 24.87% people said that price matters while buying Amul product and 7.11 %people said that easy availability matter while buying Amul products. 28.43% people are knew from friends, 6.09% knew it from direct mail, 34.52 % knew it from press ads and 30.96% knew it from T.V.ads. 22.33% said that they like vanilla,38.57% people like butterscotch,20.3 %people like strawberry and 18.78% like other flavor 54.82 %people said that they recall the Amul advertisement and 45.17% people not recall the advertisement of Amul. 76.14% people are satisfied with the quality of the product and 23.85% said that no they are not satisfied. 3.05% people daily buy the Amul ice-cream, 51.78% buy it monthly,

Suggestions

Provide all the necessary accessory required for any sales promotional activity Special gift or other benefit to the distributor and his team for maintaining good service frequency (gift such as T-shirts, caps, wrist watches etc.). Distributor of the company should be carefully selected as there were many complaints against the companys distributors. Distributors of company should be trained to deal with various types of customers Potential retailers should be provided with cooling equipment at concession, or on installment basis.

CONCLUSIONFinally I conclude that, majority of the customers are satisfied with the Amul milk and Milk products because of its good quality, reputation, easy availabilities. Some customers are not satisfied with the Amul Milk & Milk products because ofhigh price, lack of dealer services. 71.57% people said that they dont know about the fruity nutty pack of Amul ice-cream. 68.02 % peoples like quality while buying Amul products.30.96% knew it from T.V.ads.More and more stress should be given on the other media of the advertisement .so that the sales can be increased. 3.05% people daily buy the Amul ice-cream.More flavor of ice cream must be available on the ice cream parlour for children, youth and old age persons.

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