Research Methodology, Amul Project
-
Upload
yogesh-garg -
Category
Business
-
view
3.209 -
download
7
description
Transcript of Research Methodology, Amul Project
![Page 1: Research Methodology, Amul Project](https://reader033.fdocuments.net/reader033/viewer/2022050704/5465bf34af795997368b4ef4/html5/thumbnails/1.jpg)
Research on traditional sweets market
ByAkash RajDeepak RajaShatakshi GuptaYogesh Garg
![Page 2: Research Methodology, Amul Project](https://reader033.fdocuments.net/reader033/viewer/2022050704/5465bf34af795997368b4ef4/html5/thumbnails/2.jpg)
Management Problem
What is the feasibility of Amul to enter into traditional sweet market in India?
![Page 3: Research Methodology, Amul Project](https://reader033.fdocuments.net/reader033/viewer/2022050704/5465bf34af795997368b4ef4/html5/thumbnails/3.jpg)
Research Objectives
To understand the present scenario of traditional sweet market in India
What percentage of people are willing to buy “Amul Mithai” if it will be available in the market
![Page 4: Research Methodology, Amul Project](https://reader033.fdocuments.net/reader033/viewer/2022050704/5465bf34af795997368b4ef4/html5/thumbnails/4.jpg)
• Sample size 75Male 29Female 46• Average age of sample 34.79• Average number of family members 5.40
Our sample
![Page 5: Research Methodology, Amul Project](https://reader033.fdocuments.net/reader033/viewer/2022050704/5465bf34af795997368b4ef4/html5/thumbnails/5.jpg)
Buying Behavior of Customers
![Page 6: Research Methodology, Amul Project](https://reader033.fdocuments.net/reader033/viewer/2022050704/5465bf34af795997368b4ef4/html5/thumbnails/6.jpg)
Average purchase of sweets
• For family consumption : 1.48 kg
1kg Segment : 49.33%
• For gifting purpose : 1.46 kg
• Average cost of sweets : Rs. 410 per kg
![Page 7: Research Methodology, Amul Project](https://reader033.fdocuments.net/reader033/viewer/2022050704/5465bf34af795997368b4ef4/html5/thumbnails/7.jpg)
Like to eat sweets during occasions
Diwali Holi Raksha-bandhan
Birthdays Get to-gether
Anniver-saries
Purchase % 78.67 62.67 89.33 84.00 72.00 73.33
Home made % 69.33 73.33 36.00 37.33 21.33 34.67
5.0015.0025.0035.0045.0055.0065.0075.0085.0095.00
78.67
62.67
89.33 84.0072.00 73.3369.33 73.33
36.00 37.33
21.33
34.67
![Page 8: Research Methodology, Amul Project](https://reader033.fdocuments.net/reader033/viewer/2022050704/5465bf34af795997368b4ef4/html5/thumbnails/8.jpg)
Which type of sweets you would like to gift?
Diwali Holi Raksha-bandhan
Birthdays Get to-gether
Anniver-saries
Purchase % 94.7 82.7 93.3 77.3 72.0 68.0
Home made % 28.0 30.7 25.3 18.7 24.0 17.3
5.015.025.035.045.055.065.075.085.095.0
94.782.7
93.3
77.372.0 68.0
28.0 30.725.3
18.724.0
17.3
Purchase for Giftting
![Page 9: Research Methodology, Amul Project](https://reader033.fdocuments.net/reader033/viewer/2022050704/5465bf34af795997368b4ef4/html5/thumbnails/9.jpg)
How often do you eat sweets?
Daily Weekly Fortnightly Monthly Occasionally0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
10.7%
34.7%
10.7%
17.3%21.3%
% of consumption
![Page 10: Research Methodology, Amul Project](https://reader033.fdocuments.net/reader033/viewer/2022050704/5465bf34af795997368b4ef4/html5/thumbnails/10.jpg)
How often you purchase sweets for own consumption?
Daily Weekly Fortnightly Monthly Occasionally0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
6.7%
34.7%
12.0%
17.3%
26.7%
% of Purchase
![Page 11: Research Methodology, Amul Project](https://reader033.fdocuments.net/reader033/viewer/2022050704/5465bf34af795997368b4ef4/html5/thumbnails/11.jpg)
Who decides whether to make or buy sweets for own consumption?
Yourself42%
Spouse14%
Father/in law17%
Mother/in law18%
Children 18-30 years9%
M:38.7% F: 61.3%
Buyer in Family
![Page 12: Research Methodology, Amul Project](https://reader033.fdocuments.net/reader033/viewer/2022050704/5465bf34af795997368b4ef4/html5/thumbnails/12.jpg)
Who decides from where to buy?
Yourself44%
Spouse17%
Father/in law14%
Mother/in law14%
Children <18 years
5%
Children 18-30 years8%
M:38.7% F:61.3%
Decision Maker
![Page 13: Research Methodology, Amul Project](https://reader033.fdocuments.net/reader033/viewer/2022050704/5465bf34af795997368b4ef4/html5/thumbnails/13.jpg)
Consumption pattern in last 3 years
Increased Decreased Same No Idea0
5
10
15
20
25
30
35
40
45Increased; 39
Decreased; 31
Same; 17
No Idea; 1.2
Consumption
![Page 14: Research Methodology, Amul Project](https://reader033.fdocuments.net/reader033/viewer/2022050704/5465bf34af795997368b4ef4/html5/thumbnails/14.jpg)
Change in Purchasing (over 3 years)
increased Decreased Same No idea0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
45.038.7%
30.7%
17.3%
13.3%
![Page 15: Research Methodology, Amul Project](https://reader033.fdocuments.net/reader033/viewer/2022050704/5465bf34af795997368b4ef4/html5/thumbnails/15.jpg)
Reasons for increase
Reasons for increase in the consumption %age
Increase in family size 21
Easy availability of sweets 21
Increased variety 34
Gifting more 17
Friend Circle has expanded 24
![Page 16: Research Methodology, Amul Project](https://reader033.fdocuments.net/reader033/viewer/2022050704/5465bf34af795997368b4ef4/html5/thumbnails/16.jpg)
Reasons for Decrease
Reasons for decrease in the consumption %age
More health consciousness 39
Rise in prices 17
Decrease in the quality 48
Better quality of alternatives 38
Easy availability of alternatives 22
Lack of branded traditional sweets 43
Increased level of adulteration 39
![Page 17: Research Methodology, Amul Project](https://reader033.fdocuments.net/reader033/viewer/2022050704/5465bf34af795997368b4ef4/html5/thumbnails/17.jpg)
Hypothesis statements
0.010.020.030.040.050.060.070.080.090.0
78.7%72.0%
77.3%
62.7%70.7%
61.3%
49.3%
30.7% 33.3%24.0%
30.7% 30.7%
Hypothesis
![Page 18: Research Methodology, Amul Project](https://reader033.fdocuments.net/reader033/viewer/2022050704/5465bf34af795997368b4ef4/html5/thumbnails/18.jpg)
If a large reputed company
comes with branded traditional sweets, what do you think?
![Page 19: Research Methodology, Amul Project](https://reader033.fdocuments.net/reader033/viewer/2022050704/5465bf34af795997368b4ef4/html5/thumbnails/19.jpg)
Quality would be
Much better Somewhat better
Same as earlier Somewhat low Very low0
10
20
30
40
50
60
40%
48%
7%3% 3%
Percentages
![Page 20: Research Methodology, Amul Project](https://reader033.fdocuments.net/reader033/viewer/2022050704/5465bf34af795997368b4ef4/html5/thumbnails/20.jpg)
Packaging would be
Much better Somewhat better
Same as earlier Somewhat low Ver low0
10
20
30
40
50
60
70
80
67%
27%
3% 1% 3%
Percentages
![Page 21: Research Methodology, Amul Project](https://reader033.fdocuments.net/reader033/viewer/2022050704/5465bf34af795997368b4ef4/html5/thumbnails/21.jpg)
Hygiene would be
Much better Somewhat better
Same as earlier Somewhat low Very low0
10
20
30
40
50
6052%
38%
8%3%
Percentages
![Page 22: Research Methodology, Amul Project](https://reader033.fdocuments.net/reader033/viewer/2022050704/5465bf34af795997368b4ef4/html5/thumbnails/22.jpg)
Awareness of Amul
• 100% respondents are aware of Amul brand• 95% of them buy Amul products
Purchasing of Amul products Percentages
Daily 37
Weekly 16
Fortnightly 12
Monthly 12
Occasionally 19
![Page 23: Research Methodology, Amul Project](https://reader033.fdocuments.net/reader033/viewer/2022050704/5465bf34af795997368b4ef4/html5/thumbnails/23.jpg)
Trust on Amul• 89% people of our sample trust Amul brand
out of which 53% trust a lot.• Awarded as 37th-trusted brand in India
2011(Brand Equity) Potential Customers• 81% people – will buy Amul sweets.• Out of which 39% - will definitely buy.