CONSUMER BUYING BEHAVIOUR TOWARDS AMUL MILK

Bba 6thCharu jariwal

INTRODUCTIONAmul (Anand Milk Union Limited

Formed in 1946, is a dairycooperative movement in India

It is a brand name managed by an apexcooperative organization & Gujarat Cooperative

Milk Marketing FederationLtd. (GCMMF

Which today is jointly owned by some 2.6 million milk producers in Gujarat, India.

Amul

Product brandSub-Brands Endorsed brand

•Amul Butter•Amul Kool•Amul Chocolates•Amul Milk •Amul Ghee•Amul Ice-Creams•Nutramul•Amul Shreekhand•Amul Cheese•Amul Spray•etc

•Amul butter•Amul kool•Amul lassee•Amul milk•Amul ghee•Amul masti dahi•Amul ice-creams•Amul chocolates•Nutramul•etc

Amul Kool

•Amul kool cafe•kool Koko•Amul Kool Chocolate milk•Amul kool flavoured bottle milk•Amul Kool Thandai•etc

OBJECTIVE OF THE RESEARCH

To know awareness of people towards Amul products.

To know the preference of Amul products with comparison to other competitive brands.

To know the factors which affects consumer’s buying behaviour while purchase milk

To study various factors such as quality, price, easy available etc. Is influencing lot and influences positively

LIMITATIONS OF THE RESEARCH

1. Lack of proper experience on the part of the researcher in conducting such studies in the past.

2. Time frame required was not enough to survey more number of outlets.

SOURCES OF DATA

Secondarysources

Primary sources

The primary data was collected through questionnaires. They were filled using the scheduled method of data collection by the researcher

The secondary sources were used only for collecting information regarding the sample; they were however not used for analysis

7RESEARCH METHODOLOGY

Research Design is the plan, structure, and strategy of investigation conceived so as to obtained answers to research questions and to control variance

RESEARCH DESIGN

SAMPLE SIZE AND AREA

The survey was conducted in Jaipur city and survey 50consumers are taken as respondents for making there ports

SWOT Analysis

9 DATA ANALYSIS AND INTERPRETATION

Purpose of purchase of product

SELF USESELLING PURPOSEOTHER

NO. OF RESPONDANT

DATA ANALYSIS AND INTERPRETATION

QUALITY OF PRODUCT

qulaity taste price avalibility

0

5

10

15

20

25

30

35

40

percentage

DATA ANALYSIS AND INTERPRETATION

satisfied with the milk consume

Sales

YES NO

DATA ANALYSIS AND INTERPRETATION

Purchase of product

percentage

near far way

Generally, I found that most of the customers used milk as a primary product.

Most of the customer use dairy product for self use only.

Mainly customer purchases the product from the retailer.

Customers are satisfied with the Packaging of dairy product.

Customers purchase dairy product easily

FINDING AND SUGGESTION

CONCLUSION‘‘AMUL will be an outstanding marketingorganization, with specialization in marketing of food and dairy products, both fresh and long life with customer focus and information technology integration.

The network would consist of over 100 offices,7500 stockists covering at least every taluka head quarter town, servicing nearly 10 lakh outlets with a turnover of Rs.10,000 Crore, and serving several co-operatives.

AMUL shall also create a market for its productsin the neigh boring countries.”