PROJECT

ON

DIGNOSIS AND MEASURES FOR

“CONSUMER PERCEPTION ABOUT AMUL

BUTTER”

IN PARTIAL FULFILMENT OF THE REQUIREMENT OF

MBA PROGRAMME OF AMITY SCHOOL OF DISTANCE

LEARNING NOIDA

PROJECT PROPOSAL APPROVAL

AMITY SCHOOL OF DISTANCE LEARNING

PROFORMA FOR APPROVAL OF PROJECT

PROPOSAL

Enrolment No 16077821538Study center. MEERUTRegional center. NOIDA

Name and Address of the student : ASHISH KUMAR MEERUT

Title of the Project : “CONSUMER PERCEPTION ABOUT AMUL BUTTER”

Subject Area : MARKETING

Name and Address of the supervisor : MR. PRADEEP KUMAR SECTOR, A-139

GANGA NAGR

MEERUT

Is the supervisor and Academic : YES

Counselor of Management Program

Of AMITY : NO.

(If yes name code of study center For and Since when)

CONTENTS

SR. NO. CHAPTER PARTICULARS

1. - CERTIFICATE

2. - CERTIFICATE

3. - ACKNOWLEDGEMENT

4. 1 INTRODUCTION

5. 2 OBJECTIVE AND SCOPE

6. 3 METHODOLOGY

7. 4 DATA COLLECTION

8. 5 DATA ANALYSIS

9. 6 FINDINGS

10. 7 RECOMMENDATIONS

11. 8 CONCLUSION

12. - QUESTIONNAIRS

13. - BIBLIOGRAPHY

CERTIFICATE

I, ASHISH KUMAR, certified that the Project Report entitled

“CONSUMER PERCEPTION ABOUT AMUL BUTTER” is an original one

and has not been submitted earlier either to AMITY or other institution for

fulfillment of the requirement of course of Management Programme (MBA)

Signature of Student

Place: Regn No.16077821538

Date: AsoDL

Counter Signed

Place:Date: Signature of Guide

CERTIFICATE

This is to certify that Mr. Ashish Kumar has planned and conducted the

project entitled “CONSUMER PERCEPTION ABOUT AMUL BUTTER”

Under my Guidance and supervision and the report submitted there with

result of bonafied work done by him.

Place:

Date: Signature of Guide

ACKNOWLEDGEMENT

It is my amusing responsibility to present my service

acknowledgement to those honorable personalities of the

department who have been a constant source of help and shore up

in carrying out this project.

First of all I wish to express my indebtness to my project guide Mr.

PRADEEP KUMAR, Manager Marketing AMUL DAIRY for his

valuable suggestions and supervision throughout the project.

I wish to express my indebtness to Mr. RAJA MALIK, coordinator

for his valuable suggestions and guidance throughout the project.

This research would not have been accomplished without affable

efforts of the all the concerned authorities. Also this project enables

me to have the know-how of the efficiency & working of the team

spirit. Its web like structure helps me to have added potential in

myself to adjust easily to the tense & result oriented environment

of the association.

ASHISH KUMAR

INTRODUCTION

Butter has a very important role in the Indian break fast.

Butter is consumed in India since the time of lord Krishna.

Butter increases the flavor of break fast. When you are at the

table of breakfast you need more flavors in breakfast and

butter execute this constraint?

Amul butter processed using advanced dairy technology its

formulation ensure easy spreadibility even at low

temperature.

The brand name "Amul," from the Sanskrit "Amoolya,"

(meaning precious) was suggested by a quality control expert

in Anand formed in 1946, is a dairy cooperative in India. It is

a brand name managed by an apex cooperative organization,

Gujarat Co-operative Milk Marketing Federation Ltd.

(GCMMF).

COMPANY PROFILE

Parent group:

The highest milk producer in the entire globe – India

boasts of that status. India is otherwise known as the

‘Oyster’ of the global dairy industry, with opportunities

galore to the entrepreneurs globally. Anyone might want to

capitalize on the largest and fastest growing milk and milk

products' market. The dairy industry in India has been

witnessing rapid growth. The liberalized economy

provides more opportunities for MNCs and foreign

investors to release the full potential of this industry.

Gujarat Co-operative Milk Marketing Federation Ltd.

(GCMMF), which today is jointly owned by some 2.8 million

milk producers in Gujarat, India.

It is one of the best examples of co-operative achievement in

the developing economy."Anyone who has seen ... the dairy

cooperatives in the state of Gujarat, especially the highly

successful one known as AMUL, will naturally wonder what

combination of influences and incentives is needed to

multiply such a model a thousand times over in developing

regions everywhere. Amul has spurred the White Revolution

of India, which has made India the largest producer of milk

and milk products in the world. It is also the world's biggest

vegetarian cheese brand.

Plant location:

AMUL is based in Anand, Gujarat and has been an example

of a co-operative organization's success in the long term.

The main zonal offices of Amul are situated in:

AHMEDABAD; CALCUTTA; MUMBAI; CHENNAI and

NEW DELHI.

On the other hand the sales offices situated at these places:

ASANSOL; AGARTALA; BANGALORE; COIMBATORE;

DIMAPUR; COCHIN; DHARWAD; BOISAR; CUTTACK;

GORAKHPUR; GUWAHAT &GHAZIABAD

DATA SOURCE : - {WWW.AMUL.COM}

ABOUT AMUL

The Amul Dairy Cooperative, which had been around

since 1946, was integrated into this system, helping

transform India into one of the world’s largest milk

producing countries. Dr. Varghese Kurien, who founded

Amul, has been profiled on Ashoka’s changemakers

website. Here is what they have to say about his

organization:

Amul Dairy has organized over 10,000 village

cooperatives, designed and implemented multiple

interventions along the value chain. Together these

cooperatives bring more than 10 million liters of milk to

market daily, which makes them the leading player in the

Indian milk industry. For many of India's rural poor, daily

milk sales from the few cows they own is an essential part

of their income. Yet the entire process from taking the

milk to a market to selling it and collecting payments is

fraught with inefficiency and unfairness. Amul Dairy has

transformed the process for millions of small farmers by

using an automatic, computerized collection system which

reduces the time for weighing, quality testing and payment

processing from a few hours with payment days later, to

five minutes and immediate payment. Each day, milk is

collected no more than 10 miles from the farmer, with this

nationwide, decentralized, collection process. Amul

developed a computerized quality testing machine, which

makes the process transparent and fair to the farmer, and

buys exclusively from women—a decision which has

increased the status of the women, while developing a

positive brand image for India's largest food products

business

PROLIFERATION AND EXTENSION OF FOOD

BRANDS

Food items are primarily processed to extend its shelf life

and to preserve its nutritional value. The secondary

purpose of processing of food is to deliver convenience,

taste and appeal to the target consumers. Depending upon

what consumer segments we are targeting the processing

methods, type of food and its taste and packaging and total

presentation varies widely. In a country like India where

local taste preferences differ from region to region it poses

a much bigger problem to produce food products which

can have a much larger acceptance and hence a bigger

market potential. But there are some food categories and

types for which there is a universal acceptance and hitherto

Indian processed food industry only were processing those

generic categories of foods for all India market. Even new

entrants in the processed food industry were only adding

brands in the traditional sectors. We have witnessed this

phenomenon before liberalization in different categories.

And as a result, mortality rate of processed food brands

were quite high. For example, when Amul came into the

market with their Amul Butter -Polsons butter disappeared

from the scene. And the successful brand went on

extending it to other categories. Having tasted success,

Amul brand has been extended across a range of items.

PRODUCT RANGS

Here is the list of the products of Amul dairy cooperation

LTD.

List of Products Marketed:

Bread spreads:

Amul Butter Amul Lite Low Fat Bread spread Amul Cooking Butter

Cheese Range:

Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozzarella) Cheese Amul Shredded Pizza Cheese Amul Emmental Cheese Amul Gouda Cheese Amul Malai Paneer (cottage cheese) Utterly Delicious Pizza

Mithaee Range (Ethnic sweets):

Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom)

Amul Amrakhand Amul Mithaee Gulab jamuns Amul Mithaee Gulab jamun Mix Amul Mithaee Kulfi Mix Avsar Ladoos

UHT Milk Range:

Amul Shakti 3% fat Milk Amul Taaza 1.5% fat Milk Amul Gold 4.5% fat Milk

Amul Lite Slim-n-Trim Milk 0% fat milk Amul Shakti Toned Milk Amul Fresh Cream Amul Snowcap Softy Mix

Pure Ghee:

Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee

Infant Milk Range:

Amul Infant Milk Formula 1 (0-6 months) Amul Infant Milk Formula 2 ( 6 months above) Amulspray Infant Milk Food

Milk Powders:

Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Sagar Tea and Coffee Whitener

Sweetened Condensed Milk:

Amul Mithaimate Sweetened Condensed Milk

Fresh Milk:

Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardised Milk 4.5% fat Amul Slim & Trim Double Toned Milk 1.5% fat Amul Saathi Skimmed Milk 0% fat Amul Cow Milk

Curd Products:

Yogi Sweetened Flavoured Dahi (Dessert) Amul Masti Dahi (fresh curd) Amul Masti Spiced Butter Milk

Amul Lassee

Amul Ice creams:

Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi) Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale,

Fruit Bonanza, Roasted Almond) Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi

Anjir, Fresh Strawberry, Black Currant, Santra Mantra, Fresh Pineapple)

Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae)

Assorted Treat (Chocó bar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite, Cassatta)

Utterly Delicious (Vanilla, Strawberry, Chocolate, Chocochips, Cake Magic)

Chocolate & Confectionery:

Amul Milk Chocolate Amul Fruit & Nut Chocolate

Brown Beverage:

Nutramul Malted Milk Food

Milk Drink:

Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate)

Amul Kool Cafe Amul Kool Koko Amul Kool Milk Shaake (Mango, Strawberry, Badam,

Banana)

Health Beverage:

Amul Shakti White Milk Food

Including cheese, cheese spread, and shrikhand, chocolate

and ice-cream.

QUALITY POLICY

At Amul Pvt. ltd. Quality is a relentless commitment to

continuous improvement in the product, process and system

provide consistent quality product to meet out customer

requirement through out the company.

Main qualities objective are as follows:

To focus on customer and successfully meet their

need and requirement.

To manufacturer effective product at competitive

price and to improve the quality of life of common masses.

To implement system to ensure prevention of error

rather then detection of error.

To ensure safety in all operation and to follow the

system in all errors of operations.

To continuously trained people to build up their

skills and expertise ad thus involve them to become committed

to the quality process.

To reduce wastage within the organization and

increase productivity.

DATA SOURCE:- {WWW.AMUL.COM}

DISTRIBUTION CHANNEL OF AMUL PVT LTD

1. Amul has a relatively good distribution network, but still

company is not able to fulfill the demand of outlet in the

peak season when demand is very high. Here company

should consider on the supply of product in the peak

season.

2. Supply should be regular to all the outlets including

those that lie in the pocket Roads and not just in the outlets

which lie on the easily accessible routes.

3. Since the penetration of Amul products in eateries is the

worst among all the channels, the company ought to adopt

strategy like supplying free menu cards, which has the

company logo printed on them; this will not only increase

the penetration of the product in the outlets, but also

improve the market sales.

4. The company should also ask its distributors to supply its

products on a bill to bill based credit system with at least all

the reliable retailers, so that the product penetration in the

outlets increases in terms of percentage of units stocked at a

time in the outlet, this would also look appealing to the

customer who would instead like to pick up the product at

first glance.

5. Credit is the 2nd biggest factor that influences the

penetration of the product into

the retail outlet. So company should give the credit to all

outlets.

6. Given the fact that margin offered to the retailer is not

similar in the case of the Competitor’s product. For this

fact, the company should give good margin to the

Retailers than the competitors.

7. Due to the lack of awareness of milk product in Cochin,

the company should be advertised of the product by print

and electronic media especially in local channel and

newspapers

8. Discount is also an important factor of stocking decision

for retailers. So, company should give discount to all

retailers for influencing the stocking.

9. Company should also give the replacement offer to

those outlets which is running

With small business.

10. Only fresh product should be supply in the outlet. The

main cause of the supply of fresh product is that customer

always wants fresh product. They don’t want to take 3 or 4

days old product.

DISTRIBUTION CHANNEL

factory

distribution Agents export

Retailer

consumer

PRODUCT FEATURES & CONSUMER

Product and its feature are one of those marketing tools that the firm uses to pursue its marketing objective in the target market.

MC CARTHEY classified such marketing tools into four broad groups that he called the four “Ps” of marketing.Product PricePlacePromotion

The particular marketing variable under each “P”

Product price place promotion

Product list price channel sales

promotion

variety

Quality discount coverage advertising

Design allowance assortment sales force

Feature public relation

Brand name credit term inventory direct

marketing

Packaging

Size

Service

Warranties

Here one should always bear in mind the four “Ps” represent

the seller view of the marketing tools available for

influencing buyers. From the buyers point of view, each

marketing tools is desired zero deliver a customer benefit.

OBJECTIVE OF THE SURVEY

Today India is the most potential market, with population of

above 1000 million people.

The capture the Indian butter market, the butter

companies most know the brand image and brand loyalty

between the consumer and the consumer perception about

different brand of butter.

The company must know its potential in the market i.e.

market share of the companies Product.

To find the answer of the problem research topic was

concerned with the market potential of Amul butter in

Ghaziabad.

RESEARCH OBJECTIVE

To find out major competitors of Amul

butter.

To find out the market share enjoyed by

each.

To measure the satisfaction of customers

dealing Amul butter.

To find out the brand image of Amul butter.

To study about consumer satisfaction with

Amul butter.

To study of project is auditing the butter

market

SCOPE

Survey of customers and dealers dealing in butter.

Ghaziabad

Record feed back from the market and recommended future

plan for the operation.

Through the survey, it is trying to know, what is the basic

difference between our company and other fast moving

Consumer goods Company’s product in quality, price,

packaging etc. through the survey, it would be able to

ascertain the weak point of salesman, distributors and other

product related in this way may would be able to create

effective training package or can give some instructions to

make them more effective.

METODOLOGY

1: RESEARCH DESIGN USED:

Research is an art of scientific, investigation and systematic

research for pertinent information on a specific .I have used

descriptive type of research. Descriptive research designing

can be used to study: consumer profiles, market potential

studies, product usage, attitude surveys, sales analysis, media

research and price surveys etc.]

2: DATA COLLECTION METHOD:

I have used survey method for data collection. Survey is the

most commonly used method.

3: DATA SOURCE:

Primary data: The objectives of primary data are formulated

on the basis of research objectives. Primary data has been

collected personally from various consumers as well as

retailers.

Secondary data: I collected data from magazines,

newspaper and different websites.

4: RESEARCH INSTRUMENT:

A. Questionnaire for consumers: a questionnaire consist a

se of questions presented to respondents for their answers.

Because of its flexibility, the questionnaire is the most

common instrument used to collect primary data.

B. Schedule for retailers: Schedule is a device in social

research, which frequently used in collecting field data

especially where the survey method is employed. It contains

questions and blank tables, which are to be filled by the

investigators themselves after getting information from the

respondents.

5: TYPE OF QUESTIONNAIRE:

Structured, Non-disguised- In this types of questioning the

researcher setup a formal list of questions Answers are

frequently limited to a list of alternatives which is stated or

implied.

6: TYPE OF QUESTIONS:

Multiple choice

Dichotomous

Close-ended

Ranking item questions

7: ATTITUDE MESSUERMENT TECHNIQUES:

(A)Direct Personal Interview- A direct personal interview

is face-to-face communication with the respondents. The

interviewer gets in touch with the respondents ask the

questions, and records the answers obtained.

(B)Rating Scales-The rating scale involves qualitative

description of a limited number of aspects of a thing or traits

of a person.

(C) Ranking scales-Under ranking scales (or comparative

scales) we make relative judgments against other similar

objects. The respondents under this method directly compare

two or more objects and make choice among them. I have

used method of rank order, under this method of comparative

scaling, the respondents are asked to rank their choices. This

method is easier and faster than method of paired

comparisons.

DATA

COLLECTIONS

DATA COLLECTION

A sampling plan is a definite plan determined before any data

are actually collected for obtaining a sample from given

population.

(A)Sample Size-50(The standard sample size had chosen by

me.)

(B)Sampling Technique-I have used Probability sampling

for my research report. Under this sampling design every

item of the universe has equal chance of inclusion in as

ample.

(C)Place of the Study- Ghaziabad., Meerut

(D)Survey Period- NOV-DEC, 2008

SAMPLING METHOD

In many marketing research project making a census study of

the entire universe will be impossible on account of

limitation of time and money. Hence sampling becomes

inevitable. Sampling is used to collect primary data when

source of data for too many to be exhaustively handled.

Sampling is an integral part of data collection process. A

sampling is only a portion of universe of population. The

success of sampling depends on the extent to which

characteristics of the sample truly represent these of the

universe.

According to Yule, a famous statistician, the objective

of sampling is to get maximum information about the parent

population with minimum effort. Properly done, sampling

produces representative data on the entire population.

Term commonly used in sampling population or universe:

In marketing research population research population

means the aggregate of all elements that are relevant to the

scope of the problem under the study. All of them process the

characteristics under investigation. When the research defines

the characteristics under investigation, automatically it

delimits the population. Population need not necessarily

means living persons, It may denotes nonliving objects like

companies, event or dealers.

Sample is a part of universe that is being studied and which

generally reflects most of the traits that universe had.

Method of Sampling:

Probability Sampling Method.

Systematic sampling

Area Sampling

Non Probability Sampling

Convenience sampling

Quota Sampling

Judgment sampling

Panel Sampling

In My Project Report I Used Random Sampling Method

MEANING OF PROJECT

Project gives us necessary guidance and though for the

foundation of business. A project is an essential requirement

of business and for motivated person. Prior starting of any

project it is necessary to understand the meaning of every

letter of word “Project” each letter of the project has its

special meaning that is discussed.

‘P’ Planning:- The first step ‘P’ stands for planning,

planning is the word that means prior the construction of any

thing and for their arrangement there should be good

planning which gives better results in manufacturing the

thing that is being prepared as well as it is the bridge of

between present and future.

R: Resource: ‘R’ stand for resource as resource give the

current idea to promote the work.

O: Operative: It is a process of performing various function

in systematic way.

J: Joint effort: a project cannot achieve its maximum

success without the complete cooperation of group member.

E: Engineering: Engineering is a branch of science under

which a given task can be performed efficiently with the help

of knowledge and technique in a short duration by employing

less money.

C: Communication: Communication simply means the

exchange of ideas, which flows between two or more person

as well as from one place to an other place.

T: Techniques: Techniques is a simply an art performing a

task the project should be finished with different technique of

works.

DATA ANALYSIS

DATA PROCESSING AND ANALYSIS

Processing & Analysis the collected data: - once the field

survey is over and questionnaire have been received, the next

task is to aggregate the data in a meaningful manner. A

number of tables are prepared to bring out the main

characteristics of the data. The researcher should have a well

thought out framework for processing and analyzing data,

and this should be done prior to the collection. it includes the

following activities—

(i) Editing: the first task in data processing is the editing.

Editing is the process of examining errors and omissions in

the collected data and making necessary corrections in the

same.

(ii) Coding: coding is the procedure of classifying the answer

to a question into meaningful categories. Coding is necessary

to carry out the subsequent operations of tabulating and

analyzing data. If coding is not done, it will not be possible to

reduce a large number of heterogeneous responses into

meaningful categories with the result that the analysis of data

would be weak and ineffective, and without proper focus.

(iii)Tabulation: tabulation comprises sorting of the data into

different categories and counting the number of cases that

belong to each category. The simplest way to tabulate is to

count the number of responses to one question. This is also

called universal tabulation. The analysis based on just one

variable is obviously meager. Where two or more variables

are involved in tabulation, it is called bivariate or

multivariate tabulation.

(iv)Analysis: after the all three above steps, the most

important step is analysis of the data. Under this step, they

can use the various tools of the analysis such as Central

Tendency, Dispersion, Correlation co-efficient, Regression

Analysis, Test of Hypothesis etc.

BRAND PREFER BY COSTOMER

BRAND PREFERANCE %

AMUL 59

MOTHER DAIRY 21

NESTLE 12

BRITANNIA 8

(with the help of survey conducted)

DEMAND OF BUTTER IN VARIOUS PACKS

PACKS DEMAND (%)

500gm 30

100gm 70

(with the help of survey conducted)

CUSTOMER SEE AT THE TIME OF

PURCHASING

INFLUENCE NO. OF CONSUMER

PRICE 21

QUALITY 24

PACKAGING 18

GIFT 12

TASTE 25

(with the help of survey conducted)

SEASONAL CONSUMPTION OB BUTTER

SEASON CONSUMPTION

MONSOON 20

SUMMER 30

WINTER 50

(with the help of survey conducted)

PURCHASE OF BUTTER’S FREQUENCE

TIME FRQUENCE (%)

DAILY 7

WITHIN TWO TO 5

DAY

21

TWICE A WEEK 33

WEEKLY 39

(with the help of survey conducted)

BRAND AWARENESS

BRAND AWARE % UNAWARE

%

AMUL 100 0

MOTHER

DAIRY

26 74

NESTLE 37 63

BRITANNIA 40 60

(with the help of survey conducted)

AWARE

NOT

AWARE

ABOUT DEMAND IN VARIOUS PACKS

In my survey I came to find out that small pack is more

preferable then large one. So 100gm is more demanded then

500gm.

And the percentage demand of each case as follow:

100gm : 70%

500gm : 30%

(with the help of survey conducted)

MEDIA INFLUENCE

MEDIA CONSUMER%

PRINT 11

OUTDOOR 20

AUDIO / VISUAL 59

TRANSIT 10

(with the help of survey conducted)

SOWT ANALYSIS

STRENGTH

Wide range of products

Brand loyalty

Standardized product

Extensive distribution network

Product are known for providing true value for money

WEAKNESS

Amul has a goodwill, but few product need more

advertisement.

Due to large product line the company is unable to pay

adequate attention to some of its product.

OPPORTUNITIES

Growing market due to increase population, income and

changing habit.

If Amul bring product for higher income group. The

demand for its product may in that area.

THREAT

There are fours brand of butter in the market but other

leading companies are also thinking to approach in this

segment.

Aggressive advertisement of the competitors.

FINDINGS

1. Time duration was short.

2. Due to non-availability of mode of transport lots of

inconvenience was faced by the investigator.

3. A large sample could not be taken and systematic

probability was not conducted due to the lack of time.

4. During the course of survey some unavoidable error are

faced such as no response, inaccuracy in response.

5. The findings are totally based on respondent’s

prediction and hence can be biased to some extent.

RECOMMENDATIONS

1: Companies distributors and representatives must make the

retailers aware about their butter and try to place the product

on each and every shelf on the strength of their distribution.

2: Company should advertise its butter through appropriate

media.

3: Company should keep MRP slightly lower than amul and

provide better service and margin to retailers, so that they

push the product.

4: Company should also target the consumer by offering

discount coupons or pens /spoon free offer or some other

innovative viable for attracting them.

5: Company should use top of space selling or display

contest in major markets to create product awareness.

CONCLUSION

1. The brand awareness for Amul butter is more. It is excellent

for the company.

2. 100gm packaging are sold more then 500gm packaging.

3. Quality, date of manufacturing, price brand image is the major

factor considered for the customer while buying a particular

brand.

4. Consumption rate of butter is high in winter and low in

summer.

5. Retailer is interested for quality or customer oriented product

rather then having the brand with more margin.

6. Butter is consumed in breakfast mostly.

7. The percentage of salt in Amul butter is less then Britannia

which is enviable by consumer.

8. Right now Amul is the market leader & Britannia acquires the

second position in term of market share.

QUESTIONNAIRE

NAME:---------------------------------------------------------

AGE:--------------------------------------------------------------

GENDER:--------------------------------------------------

INCOME:-----------------------------------------------------

ADDRESS:-------------------------------------------------

---------------------------------------------------------------

---------------------------------------------------------------

TELEPHONE NO.(IF ANY)

1: Do you eat butter?

Yes or No

2: which brand you prefer most?

(a) Amul (b) Mother dairy

(c) nestle (d) Britannia

3: which type of package you preferred?

(a) 100gm (b) 500gm

4: do you think that if the company introduces small pack it would

be helpful to improve the sales?

Yes or No

5: what do you see at the time of purchasing? Please rank

(a) Price (b) Quality

(c) Packaging (d) Gift

(E) Taste

6: which type of media influence you?

(a) Print (b) Outdoor

(c) Audio / visual (c) Transit

7: which product has a high quality?

----------------------------------------------------------------------------------

----------------------------------------------------------------------------------

----------------------------------------------------------------------------------

--------------------------------------------------------------------------------

----------------------------------------------------------------------------------

8: In which season consumption of butter are more?

(A) monsoon

(B) Summer

(c) Winter

9: how frequently you purchase butter?

(a) Daily

(b) within two to 5 day

(c) twice a week

(d) weekly

10: Are you aware butter available in the market?

Aware not aware

Amul

Mother dairy

Nestle

Amul

SCHEDULE FOR RETAILER’S

Name of the shop: ______________________________

Contact Person: ________________________________

Address: _____________________________________

Tel. No: _______________________________________

Type of Outlet:

Type of

o/let

Code

Grocery A

Eatery B

Convenience C

1: Deal in butter?

YES NO

A: If yes, which brands are available-

1. Amul

2. Mother dairy

3. Britannia

4. Nestle

5. Other

B: Source of procurement: Distributor/Wholesaler/Direct

C: If no?

Reason for non availability

2. Rank the following Brands according to the demand.

Amul

Mother dairy

Britannia

Nestle

Any other Specify____________________

3. Which company gives you more margins?

Amul

Mother dairy

Britannia

Nestle

Any other Specify_____________________

4. Average monthly butter sales: __________________

5. Major butter brand sold: ______________________

Any suggestions if any_____________________________

BIBLIOGRAPHY

REFERENCE BOOK:

Marketing Research (Author- G C Beri)

(Publish by Tata McGraw Hill Publishing Co. LTD., New

Delhi)

Third Edition (2002)

Marketing Management (Author- Philip Kotler)

(Publish by Pren Tice-hall of India PVT. LTD., New

Delhi)

Ninth Edition (2002)

Research Methodology (Author- Bhandrai)

Print 2004, second edition

Magazine

Business world

India today

WEB SITE:

www.amul.com

www.businesstoday.com

www.britannia.com