INTRODUCTION
India
As early as the sixteenth century, the Mughal emperors used relays of horsemen to
bring ice from the Hindu Kush to Delhi where it was used in fruit sorbets. Kulfi is
a type of ice cream which is very closely related to the Persian ice cream and is
still sold by road side vendors and in restaurants
The Indian ice cream was till recently reserved for the small scale sector. It was
opened to large-scale manufacture only in 1997. Since then the market has been
witnessing fierce battles and huge investment on the part of major players in cold
chains and infrastructure. The over all industry has been growing in the region of
15-20% over the last five years. The country has a per capita consumption of 0.25
ml approximately.
Info quest India’s report on ice-cream market in India gives the salient
features of the industry in a clear and concise format.
Market Size and Growth
Now a day Ice creams are available in various forms such as Chocobar, Dollies,
Frostik, Ice Candies, Tricone, Chococrunch, Megabite, Cassatta, Cups, Party
packs etc. Candy sticks account for about 25-30% of volumes, where as cups and
other novelties contribute the rest.
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Frozen desserts market in India is very small and refers to vegetable fat (instead of
milk fat) based ice creams. Besides, a wider range of frozen desserts is also made
in house and served in 5 star hotels.
The ice-cream market growth during the late 80’s and early 90’s was very low at
around 2-3%p.a, but slowly the market has started picking up especially after De-
reservation of the sector in 1997. For last 1-2 years the ice-cream market in India
is growing at 15-20% per annum and presently in 2006-2007 it is estimated at
worth of Rs 15-20bl. This growth rate is expected to continue for another 2-3
years because of lower base. Of the total size of Rs15-20bl, around 30-32% is in
the hands of organized sector valued at Rs 4.9bln, rest all is with the unorganized
sector. The growth rate could have been even higher but for poor infrastructure,
high excise duty /sales tax etc. Excise on ice cream was increased from 13% to
16% in the FY2000 budget.
Market growth historically was stunted up by Government policies. Till
1997, ice cream manufacture was reserved for small-scale sector. The leading
players were unable to invest adequately to develop an infrastructure of cold chain
for storage and distribution. Erratic supply and shortage of power in most parts of
the country have been the major factors limiting growth of a cold chain. As a
result, there was a dearth of good quality products in the market and also lack of
adequate infrastructure to distribute the same. Cadbury had entered the market in
1992 with its Dollops brands, but was unsuccessful in building up a significant
franchise and withdrew two years later. In the absence of any competition from
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Macs, local players were able to build up a strong franchise in respective local
areas. Some of the players were built up their market through exclusive parlors.
But in most cases parlor network also could not extend beyond local limits. At the
beginning of the first phase of liberalization, AMUL entered the market through
frozen desserts route.
Both Amul and Hindustan Lever''s (HLL) Kwality Walls claim to be the
largest selling ice-cream brands in India. While HLL quotes a market research
study by AC Nielson, which puts Kwality Walls at the No 1 spot, an independent
study by Ahmedabad-based Consumer Education and Research Society (CERS)
ranks Amul as No 1, followed by Kwality Walls (among four brands including
Vadilal and four loose samples) on various parameters of taste, melting quality,
weight, fat and sugar content. Maul ice-cream, manufactured by the largest milk-
producing co-operative was introduced in Mumbai in 1996, intensifying the
competition. In the 1997, the sector was de-reserved from small scale, based on
the recommendation of the Abed Hussein Committee report, on the ground of
hygiene and technology. Removal of licensing restrictions and investments by new
players in capacity and market expansion is expected to lead to rapid demand
growth in this sector.
SEGMENTATION
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Ice cream market can be segmented in three different ways, namely on the basis of
flavors, on the basis of stock keeping units/ packaging by retailers and on the basis
of consumer segments.
On the basis of flavors the market today has a number of flavors like Vanila,
Strawberry, Pineapple, Orange, Rose, Mango, Chocolate, Honey-Dew-Melon,
Tutti Frutti, Litchi, Kesar Pista, Kaju Draksh, Butterscotch, Chocochips, Rajbhog
and Cashew Break.
The market is totally dominated by Vanilla, Strawberry and Chocolate,
which combinedly account for more than70% of the market followed by
butterscotch and other fruit flavors.
On the basis of stock keeping units/ packaging the market can be divided in
to 4 segments.
Cones
Cups
Tri cones
Swirl
Candies
On the basis of the consumer segment the market can be divided in to
Impulse segment ( pull cart)
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Retail ( Home take a ways)
Institutional / catering.
Parlors
While institutional or catering accounts for around 15%, retail and other impulse
combinedly take the major chunk with 70% of the market.
PACKAGING
Ice cream is marked in various types of packaging namely Cups, Candies, Cones,
Family packs.
The most popular is the category of Cups, which are available in size of 100-
150ml sold in the Rs8-15 price range. But now with players emphasizing on cones
and softies, the category is growing very fast. The candies are priced in the range
of Rs15-20. Family packs available in wax coated paper/plastic tubs are sold at
around Rs50-60 for the popular flavors like vanilla and strawberry etc. And for
premium flavors the price will be around Rs150-200.
DISTRIBUTION
The ice cream distribution chain typically consist of a distributor / stockiest and
the retailer. Most players have regional operations with production facilities
located near the market as adequate cold chain facilities for transportation over
long distance is not available. Distribution of national brands is done through
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owned or leased cold storage facilities located in the major consumption centers
from where the supplies are sent to distributors or directly to retailers.
The retail network for ice cream consists of exclusive ice cream parlors,
which may be company owned or franchise outlet and other retail outlet like
provision stores, hotels and restaurants. Today most of the companies in the
industry are opening these ice cream parlors to cater to retail segment. More over
with retail margins being in the range of 18-20% coupled with urbanization. The
companies are emphasizing on this from of retailing.
MAJOR PLAYERS
The Indian ice cream market is dominated by a large number of small local
manufactures and regional players. There are estimated 150 manufactures in the
organized segment, which accounts for 30-35% of sales around 2500 units in the
unorganized market.
In the organized segment, the significant brands are Amul, Kwality Walls, Vadilal,
Mother Dairy and Baskin Robbins.
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Major National Players Brands
GCMMF/Other Milk Co-operatives Amul, Mother Dairy
Hindustan Lever Kwality Walls, Dairy Classic, Max,
Cometto, Magnum.
Vadilal International Vadilal, Dairy Fresh
Mharashtra Dairy products Baskin Robbins
Besides the national brands there are other premium brands, which have carved a
niche for themselves in their respective regional markets. These players have
mostly concentrated on large metro cities. These players sell through their
exclusive parlors. The major national players sell through franchise parlors as well
as through retail stores, groceries, restaurants, hotels, roadside stalls on high ways.
Region Brands
East Taluka, Rollicks (Indus ice-cream)
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West Nature world, Pastonji, Naturals (In Mumbai only)
Dinshaw’s (In Maharashtra only)
Havmor ( In Gujarat only) Yum of Dairy Den (In Gujarat
only)
North Mother Dairy, Nirula’s
South Arun ( Hatsun Foods), Joy, Nandini ( Karnataka only)
Mumbai has several players such as Nature World, Naturals, Ice cream Express,
Dinshaw’s etc. Which are priced at a premium over the AMUL and Kwality Walls
brands?
The Arun promoted by Hatsun Foods Pvt. Ltd, is a dominant brand in South. Arun
sells its ice cream through exclusive parlors, which are popular in the southern
cities.
Joy is another marginal national player has a stronger presence in the South.
Together Arun and Joy have a sizable presence in the Southern markets of
Chennai and Tamil nadu. But Amul has acquired its most market in Northern
region.
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Along with this Nirula’s is a strong local player in Delhi. Mother Dairy the Delhi
version of the Amul brand also has a strong presence in the Northern region.
Gujarat Co-operative Milk Marketing Federation
(GCMMF)
GCMMF, better known through its Amul brand, has been the latest entrant in the
national ice-cream market. It has launched milk based ice-cream under its flagship
brand Amul in January 1997. GCMMF has a distinct edge over existing
competitors and expected new entrants on several counts.
An advantage in procurement of milk is the key raw material in ice-cream. Milk
supply in India is largely controlled by the regional milk cooperatives. GCMMF
itself is the leading supplier of milk in the Western region. Besides procurement
from other regional cooperatives is also easier for GCMMF as compared top other
players. Infact, GCMMF has a tie-up with the Karnataka Milk Marketing
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Federation, which manufactures ice-cream on be-half of GCMMF, which is
marketed under the Amul brand name.
Competitive pricing: GCMMF can procure milk at lower prices as compared to
competition. Amul has been launched at a substantial price discount to main
competitors Kwality Walls and Vadilal. This has helped in attaining a good
volume grown in a short time span.
Brand awareness is high:
The Amul brand has a strong equity in milk products and GCMMF has managed
to leverage on this brand equity and attained over 20% market share in Mumbai
within a year of its launch.
Established distribution network:
GCMMF already has a wide retail distribution network, which market its other
milk products such as cheese and butter. Hence distribution reach the single most
important factor in creating a critical mass is already available.
Presently Amul ice-cream has second highest market share of about 39% and
also has a high brand recall. The company has a total of 7 ice cream manufacturing
units three are in Gujarat, one each in Delhi, Patna and Bangalore and other one in
Tarapur. GCMMF main ice-cream manufacturing facility is located at
Gandhinagar, which is Asia’s largest and most modern integrated ice-cream
manufacturing plant and uses world renowned refrigeration units and an efficient
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cold chain. The company is also said to be in talks with cooperative federation of
UP and MP for contract manufacturing its ice-cream in Lucknow and Ujjain
Dairies.
The company has gone national during the year (FY01) with setting up of proper
infrastructure facilities of cold storage for eastern markets. It has also tied up with
various regional Dairy co-operatives like Mother Dairy (Delhi) for the northern
market, Mother Dairy (Bangalore) for the southern market. And Patna Dairy
Project for increasing its reach. The company presently is said to be in talks with
co-operative Dairies in Ujjain and Lucknow for its operations in northern and
eastern markets. The company’s talks with Vadilal for buying out Barailley ice-
cream unit would help in supporting eastern regions operations of the company.
VADILAL INDUSTRIES LTD (VIL)
The Vadilal group’s origins can be traced back to entrepreneur Vadilal Gandhi’s
ice-cream manufacturing units at home with a hand-cracking machine in 1930. It
grew from strength and acquired all India market share of 15% and over 50%
market share in Gujarat. The company also backward integrated into
manufacturing of biscuit cones, paper cups and equipment for ice-cream freezers.
The company also forward integrated by setting up a division to fabricate
refrigerated vehicles and de-freezers for retail stores. It set up an R&D center to
support product development in all its activities. The group also has interest in
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industrials gases, mixers and chemicals. The company has also invested in a wind
farm project at Jamnagar in Gujarat. And has set up 6 wind-turbine generators of
320KW. VIL’s distribution networks consist of 10,000 dedicated retailers.
Ice-cream, the core business of VIL account for 60-65% of turn over. Its Vadilal
and Dairy Fresh brands have a strong presence in the Western market (mainly a
Gujarat) Vadilal decided to go national 5 years ago and set up a processing plant at
Dharampur village, Valsad in Gujarat.
BASKIN ROBBINS INTERNATIONAL
Baskin Robbins International, the 100% subsidiary of global players, Allied
Domecq set up shop in 1995 in a joint venture with the Ravi Ghai Group under the
name of Maharashtra Dairy Products Manufacturing. Baskin Robbins ice-creams
were initially launched at a substantial price premium and were able to create a
critical mass in the price premium and were unable to create a critical mass in the
price sensitive Indian market. The company has since reduced its price to Rs25
from Rs30 plus and this has had a positive impact on the companies volumes in
the current year. The company currently imports essence and flavors but has been
facing problems in terms of import of certain types of certain types of coffee beans
and animal fat content in certain ingredients, which do not suit the Indian palate.
Hence the company has now decided to achieve a 70% indigenization level. It has
been proposing to procure flavors from Bush Allen Broake India.
ARUN ICE CREAM
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Arun Ice Cream:
It is the No 1 ice cream brand in South India. There are over 70
unforgettable varieties, each distinct in taste with regular additions to the range.
Arun has over 1000 exclusive parlors. To the ice-cream lovers in South India,
Arun offers fascinating flavors and combinations. Among these, many of them are
India’s first and trendsetters in their category. Like the amazing ‘Color Magic’ an
ice-cream that changes colors.
COMPANY PROFILE
REVIEW OF OPERATIONS
MILK PROCUREMENT
Total milk procurement by our Member Unions during the year 2006-07 averaged
67.25 lakh kilograms (6.7 million kg) per day, representing a growth of 4.5 per
cent over 64.38 lakh kilograms (6.4 million kg) per day achieved during 2005-06.
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The highest procurement as usual was recorded during January 2007 at 84.09 lakh
kilograms (8.4 million kg) per day. This increase in milk procurement is very
impressive, keeping in mind the massive loss suffered by our farmers due to floods
during the monsoon season, specially in Surat district.
SALES
During the year, sales of our Federation registered a growth of 13.4 per cent to
reach Rs. 4,277.84 crores (Rs. 42.77 billion). This is an extremely impressive
growth, when viewed from the perspective of 29 per cent growth that we had
achieved last year. In global terms, we have now become a billion dollar
organization.
I am also pleased to note that our Federation has done remarkably well in most of
the value-added consumer packs. Sales of Amul Milk in pouches have grown by
40% in value terms. Similarly, sales of Ghee in Amul and Sagar brands have also
grown by 28%. UHT Milk has also shown an impressive value growth of 25%.
With the highly successful launch of Amul Kool Café, our sales value in the
Flavoured Milk segment has seen an exponential increase of 55%. We reaffirmed
our status as the undisputed leader in Ice-cream segment, by registering impressive
growth in sales. In line with our policy of continuous innovation, we have
launched Probiotic and Sugar-free Ice-cream to cater to the growing health
conscious segment.
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Our sales in Amul Processed Cheese have shown consistent and very impressive
growth, year after year. In 2006-2007, we recorded 20% growth in value sales for
Cheese, yet again. We managed to register double-digit value growth in Butter and
Milk Powders, despite intense competition in these categories. We have
introduced an entirely new range of chocolates in world-class packaging, under the
brand name Amul Chocozoo. In the health-spread category, Amul Lite and
Delicious Margarine have performed extremely well, with a combined growth of
58% in sales value.
RETAILING
The advent of modern format retailing has led to a sea change in purchasing
behaviour of consumers. While large retail chains do provide some convenience to
consumers, historically they have rarely had any beneficial impact on farmers who
supply agricultural produce to them. Across the world, it is observed that the
farmer’s share in the consumer’s rupee, keeps on declining due to the rising
bargaining power of supermarket chains. This phenomenon will definitely take
place in India, as well, within the next few years. To counter this, we have decided
to set up our own Amul Preferred Outlets (APOs), all across the country.
GCMMF ventured into organized retailing in 2002 with a view of getting
closer to the consumer and provide her the complete brand experience. We have
made our presence felt by creating several strategically located parlours, in a short
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period of time. The entire expansion drive is based on the franchisee route adopted
by GCMMF, which means an employment opportunity for thousands of
enterprising Indians. The Retailing operations would not only help farmers and
small time entrepreneurs to counter the onslaught of Modern Format stores but
would also help consumers to relish complete Amul brand experience.
DISTRIBUTION NETWORK
Overall economic growth, higher disposable incomes, changing attitude of
consumers towards spending, various alternative consumption forms, and
emergence of Organised Retail throws up challenges and also opportunities to the
Distribution function of Federation. To keep pace with the changing market
scenario, in the previous years, we have increased our distribution network in
small towns. During this year we have divided markets into 14 segments to ensure
improved availability of our products. Improved distribution focus on newly
launched products was on top of our agenda. Our product lines were divided into
Main Line and New Line. Separate distributors were appointed during the year
exclusively for New Line. For specific product categories also exclusive
distributors have been appointed. Separate manpower has been earmarked for each
line.
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To impart concepts of modern marketing amongst our distributors an initiative of
Marketing and Sales Management Programme of our distributors have been taken.
In collaboration with a premier business school, a 2 days workshop has been
designed. All distributors of Federation will undergo this Training Programme.
Amul Yatra programme has been continuing to bring our channel partners to Amul
to give them an exposure to our cooperative institutions. This year our emphasis
was upon our newly appointed distributors and channel partners from various
business segments like Organised Retail, Caterers etc.
Amul Ice-cream in Delhi:
The Gujarat Co-operative Milk Marketing Federation has launched its ice cream in
Delhi, in competition with Kwality Walls and Mother Dairy for the country’s
largest ice cream market, a newsreport said. Delhi currently accounts for around
18 per cent of the country’s estimated Rs 525 crore organised ice cream market of
80.8 million litres. It also boasts of a per capita annual ice cream consumption of
1.45 litres, as against the national average of 0.25 litres. The Delhi market is
currently dominated by Hindustan Lever Ltd’s Kwality Walls and Mother Dairy,
which is a brand of AMUL’s sister, co-operative concern, National Dairy
Development Board (NDDB). By keeping the prices of Amul at the same level as
Mother Dairy and lesser than those of Kwality Walls, the company hopes to
increase the market-share of the co-operative sector in the Delhi market. The Delhi
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ice cream market is expanding by 20 per cent each year and Amul has entered this
market to cater to this expanding market. Amul will source its entire ice cream
requirement (including for Delhi) from its Gandhinagar plant. The company
claims to have sent 1,000-odd deep freezers to Delhi under its ‘Hamara Apna
Deep Freezer’ (HADF) scheme. Also, retailers are being encouraged to buy their
own deep freezers with Amul negotiating a discounted price on their behalf with
companies like Blue Star, Voltas and Carrier.
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DESIGN OF THE STUDY
1. TITLE OF THE STUDY
“ACCEPTANCE AND AWARENESS OF AMUL’s PROBIOTIC ICE-
CREAM TOWARDS RETAILERS AND
CUSTOMERS”
2. STATEMENT OF THE PROBLEM
To determine the customers and retailers response, awareness and acceptance
with reference to AMUL’s Probiotic ice-cream. And the study thus seeks to
collect the information from customer’s awareness and acceptance as well as
retailer’s acceptance in their respect.
OBJECTIVE OF THE STUDY
1) To determine customers awareness towards the AMUL’s Probiotic ice-
cream.
2) And also determining the customer’s acceptance towards AMUL’s
Probiotic ice-cream.
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3) And also finding the retailers awareness and acceptance towards the
AMUL’s Probiotic ice-cream.
4) To determine the customers response towards the flavor of Probiotic
ice- cream with reference to AMUL.
5) And identify which factor influence most, while go for AMUL ice-
cream when compared to competitors ice-cream like Kwality Walls,
Joy, Dairy day, Dairy Rich and Arun.
SCOPE OF THE STUDY
The study is under taken to gather information about AMUL’s Probiotic ice-cream
and also gathering of information about AMUL ice-cream and its awareness and
acceptance towards retailer and customer.
And also with a view of positioning a new Probiotic ice-cream in the
market. The study is also based on where the customers are satisfied with AMUL
ice-cream and also retailers are satisfied with the selling of this Probiotic ice-
cream as well as AMUL ice-cream. And also customers and retailers view towards
Product, Price, Availability and Distribution. And above all, the same analysis can
be extended to wider geographical area.
OPERATIONAL DEFINITIONS OF CONCEPT
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1. CONSUMER: - Consumer is an individual or a group of individual in a
family who buy goods and services for personal and final consumption.
2. MARKET: - Market is the set of all potential and actual buyers of the
product.
3. BRAND: - Brand is the term sign symbol or design or a combination of
these which intended to identifying of the goods and services of one seller
or group of sellers and to differentiate them from the competitors.
4. CONSUMER RESPONSE: - Acts of individual directly involved in
obtaining and using economic goods and services including decision
process that decide these acts.
5. BRAND PREFERANCE: - It is the selection preference of the consumer
towards a particular brand of product in comparative evaluation with other
brand.
6. FLAVORE PREFERANCE: - It is the selection preference of consumers
towards a particular flavor of the product.
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7. COLORED PREFERANCE: - It is the selection preference of consumer
towards a particular color of product.
8. MEDIA: - Media are the paths and channels of communication through
which the advertisement message reaches from the sender to the receiver.
LIMITATIONS OF THE STUDY
Area was restricted to Bangalore only and the respondents may not be true
representative of the Universe.
Sample size was restricted to 120 respondents.
And no much information could be collected about AMUL’s Probiotic ice
cream as it is just one among several products of AMUL ice cream.
Another aspect may be inferred on the shortage of time.
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METHODOLOGY OF DATA COLLECTION
1. SOURCES OF DATA
a) Primary Data
The method was adopted for this study. Field work was
carried out to collect the necessary data. Respondents were
asked to fill in schedule of questions i.e. the questionnaire
was used to collect data. The questions were of type of
closed-ended. The information thus gathered committed
primary.
b) Secondary data
Secondary data is the quiet most economical way for
researcher to find possible hypothesis. It is to take advantage
of the work of others and utilize their own earlier efforts.
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2. SAMPLING DESIGN
Sampling design must be addressed in any sampling operation. This subject
is divided in to:-
Determining sample unit
Selecting sample item
Estimating universe characteristics from sample data for our study
purpose.
a) Sample unit
Collection of data was made from the consumer of AMUL ice-cream. The
respondents were selected randomly. Localities were chosen and places
were AMUL outlets were established were taken in to consideration for
study.
b) Selecting the sample
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To select the sample items from the Universe probability method was used
in which the respondents were randomly selected. They were randomly
selected from infinite population.
c) Sample size
The sample size chosen was 120 including consumers as well as retailers of
AMUL ice-cream.
d) Sampling procedure
Random Sampling was carried out on AMUL’s ice-creams. Respondents
were divided on the basis of geographical distribution and even retailers
were also divided on the basis of geographical distribution and were
varying demographic factors. Survey was conducted on AMUL’s outlets
were AMUL ice-creams available.
e) Geographic area of study
The area of the study was restricted to only to Bangalore due to lack of
time.
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3. TOOLS AND TECHNIQUES OF DATA COLLECTION
A research design is a method and procedure acquiring information needed to
solve the problem. A research design is nothing but the basic plant that in data
collection analysis. If specific type of information to be collected, the source of
data collection procedure, type of research design. The following types of research
design are
Exploratory design
Descriptive design
Causal design
FOR OUR STUDY PURPOSE
Ours was descriptive research design. It clearly defines what to measure and how
to measure. It was a rigid one there was a precise statement of the problem tool of
data collection. The questionnaire was used to collect the data from customers as
well as retailers. The closed ended type of questions was used to know the
awareness of customers and also the acceptance of AMUL ice cream by customers
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and retailers. And also these questions were used to know the opinion of this
AMUL ice-cream product, price, promotion, packaging, and other views.
The data which is collected was through the personal meeting with the
customers and also personal visits to the AMUL ice-cream outlets. But before
going to the retail outlets of AMUL, I took the retail outlet addresses from the
distributor of AMUL ice-cream and then prepared the questions by self, and then
did the survey. The outlet that is retailers and customers are co-operated a lot to
collect the data and get the questionnaires filled up.
FIELD WORK
The field study began with a draft questionnaire, before conducting actual survey.
Then questionnaire were reframed after getting help from the external guide. And
the actual surveys were conducted for a period of 4 weeks in various areas of
Bangalore and were the AMUL outlets located. And the work was done by
contacting the AMUL Probiotic ice-cream consumers and as well as the AMUL
ice cream retailers.
4. PLAN OF ANALYSIS
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The questionnaire was administered to 120 respondents that include both retailers
as well as customers of AMUL ice-cream in Bangalore. And from the data
collected, tables were drawn and percentage calculated. The proportion and
percentage are calculated and are used for analysis and interpretation.
No research can be undertaken without the co-ordination of the customers
and retailers who are interview. Therefore respondents play aviated role in study
of consumer oriented research. The demographic variables not only distinguish the
customers group for this consumption of AMUL ice-cream and AMUL’s Probiotic
ice-cream, but also influence the customers buying decision. As an individual
progress through various stages in life, his/her needs vary accordingly and this is
so especially in the case of customer items. Hence it is absolutely necessary to
categorize respondents on the basis of their income and age.
For this purpose this study, the users that is customers of AMUL ice-cream only
were interviewed. Respondents were selected randomly and then catered into
various basis.
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AWARENESS AND ACCEPTANCE TOWARDS AMUL ICE
CREAM FOR RETAILERS
Table 1
1. This table shows awareness of Amul ice cream.
PARTICULARS RESPONDENTS PERCENTAGE
Yes 40 100%
No 0 0%
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Table 2
2. Table showing the approach of the distributors to the retailers.
PARTICULARS RESPONDENTS PERCENTAGE
yes 16 40%
no 24 60%
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40%
60%
Table 3
2. The number of retailers who are ready to sell the Amul ice cream.
PARTICULARS RESPONDENTS PERCENTAGE
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yes 19 47.5%
no 21 52.5%
AWARENESS AND ACCEPTANCE TOWARDS AMUL ICE
CREAM FOR CUSTOMERS
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1
2
32
Table 4
1. Table shows awareness of Amul ice cream towards customers.
0
5
10
15
20
25
30
35
40
yes no
frequency
frequency
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PARTICULARS RESPONDENTS PERCENTAGE
yes 40 100%
no 0 0%
33
Table 5
3. Table showing the frequency of consumption.
PARTICULARS RESPONDENTS PERCENTAGE
Once in a week 11 27.5
More than once in a week 08 20
Once in a fortnight 11 27.5
Once in a month 10 25
PERCENTAGE
Once in aweek27%
Once in afortnight
28%
Once in amonth
25%
More than once in a
week20%
PGDMS & RC, S.I.T. Tumkur 34
Table 6
3. Table showing the preferred quantity of purchase.
PARTICULARS RESPONDENTS PERCENTAGE
50 ml 12 30
100ml 15 37.5
200ml 04 10
>500ml 09 22.5
PGDMS & RC, S.I.T. Tumkur 35
0
10
20
30
40
PREFERED QTY. OF PURCHASE
frequency 12 15 4 9
percentage 30 37.5 10 22.5
50 ml 100ml 200ml >500ml
Table 7
4. Table showing the flavor like most?
PARTICULARS RESPONDENTS PERCENTAGE
Strawberry 08 20
Chocolate 10 25
Vanilla 18 45
Others 04 10
PGDMS & RC, S.I.T. Tumkur 36
PREFERED FLOAVOUR
Strawberry
Chocolate
Vanilla
Others
Table 8
5. Table showing the position of the AMUL ice cream compared to other
brands.
PARTICULARS RESPONDENTS PERCENTAGE
Very good 17 42.5
PGDMS & RC, S.I.T. Tumkur 37
Good 18 45
Average 05 12.5
Poor 0 0
frequency
Very good
Good
Average
Poor
PGDMS & RC, S.I.T. Tumkur 38
Table 9
6 .Table shows’s the most preferred packaging material.
PARTICULARS RESPONDENTS PERCENTAGE
Cups 18 45
Cones 09 22.5
Tubs 09 22.5
Candy’s 04 10
0
10
20
30
40
50
PREFERED PACKAGING MATERIAL
frequency 18 9 9 4
percentage 45 22.5 22.5 10
Cups Cones Tubs Candy’s
PGDMS & RC, S.I.T. Tumkur 39
Table 10
7. Table showing the availability of ice cream in retail outlet.
PARTICULARS RESPONDENTS PERCENTAGE
Very good 03 7.5
Good 23 57.5
Average 09 22.5
Poor 05 12.5
PGDMS & RC, S.I.T. Tumkur 40
AVAILABILITY OF ICE CREAM IN RETAIL OUTLETS
Very good
Good
Average
Poor
AWARENESS AND ACCEPTANCE OF PROBIOTIC ICE
CREAM TO RETAILERS
Table 11
1 Table shows awareness of Amul Probiotic ice cream towards retailers.
PGDMS & RC, S.I.T. Tumkur
PARTICULARS RESPONDENTS PERCENTAGE
yes 31 77.5
no 09 22.5
41
Table 12
2. Table showing the Awareness of the retailer about Probiotic ice cream.
PGDMS & RC, S.I.T. Tumkur
AWARENESS OF AMUL PROBIOTIC ICE CREAM
Yes
No
42
PARTICULARS RESPONDENTS PERCENTAGE
Advertisement 09 22.5
Customers 12 30
Distributors 16 40
Others 03 07.5
AWARENESS OF PROBIOTIC ICE CREAM BY RETAILERS
05
1015202530354045
PERCENTAGE
Table 13
PGDMS & RC, S.I.T. Tumkur 43
4. Table showing the customer’s response towards Probiotic ice cream.
PARTICULARS RESPONDENTS PERCENTAGE
Very good 08 20
Good 24 60
Average 05 12.5
Poor 03 7.5
THE CUSTOMERS RESPONSE TOWARDS PROBIOTIC ICE CREAM
0 10 20 30 40 50 60 70
Very good
Good
Average
Poor
percentage
frequency
PGDMS & RC, S.I.T. Tumkur 44
QUESTIONNAIRE TO CUSTOMERS FOR PROBIOTIC ICE
CREAM
Table 14
1. Table shows awareness of Amul Probiotic ice cream towards customers.
PGDMS & RC, S.I.T. Tumkur
PARTICULARS RESPONDENTS PERCENTAGE
yes 9 100
no 0 0
45
AWARENESS OF AMUL'S PROBIOTIC ICE CREAM BY CUSTOMERS
100%
0%
yes
no
Table 15
2. Table showing how the customers came to know about the Probiotic ice-cream
PARTICULARS RESPONDENTS PERCENTAGE
Advertisement 4 45
Distributors 2 22
Customers 3 33
PGDMS & RC, S.I.T. Tumkur 46
Others 0 0
0
10
20
30
40
50
THE VARIOUS FACTORS THROUGH WHICH CUSTOMER COME TO KNOW ABOUT PROBIOTIC ICE CREAM
percentage 45 22 33 0
Advertisement Distributors Customers Others
Table 16
3. Table showing the flavors customers buy most.
PARTICULARS RESPONDENTS PERCENTAGE
PGDMS & RC, S.I.T. Tumkur 47
Anjir 2 22
Strawberry 3 33
Vanilla 4 45
Others 0 0
22
33
45
0
0
10
20
30
40
50
percentage
THE FLAVOUR MOST PREFERED BY THE CUSTOMERS
Anjir
Strawberry
Vanilla
Others
Table 17
4. Table showing the frequency of consumption.
PGDMS & RC, S.I.T. Tumkur 48
PARTICULARS RESPONDENTS PERCENTAGE
Once in a week 3 34
More than once in a
week
3 33.33
Once in a fortnight 0 0
Once in a month 3 33.33
frequency
34%
33%0%
33% Once in a week
More than once in a week
Once in a fortnight
Once in a month
PGDMS & RC, S.I.T. Tumkur 49
Table 18
5. Table showing the availability of ice cream in retail outlet.
PARTICULARS RESPONDENTS PERCENTAGE
Very good 0 0
Good 7 78
Average 2 22
Poor 0 0
PGDMS & RC, S.I.T. Tumkur 50
0
10
20
30
40
50
60
70
80
Very good Good Average Poor
THE AVAILABILITY OF PROBIOTIC ICE CREAM IN RETAIL OUTLETS
percentage
Table 19
6. Table showing the preferred quantity of purchase.
PARTICULARS RESPONDENTS PERCENTAGE
100 ml 1 11
125ml 7 78
500ml 1 11
>500ml 0 0
PGDMS & RC, S.I.T. Tumkur 51
.
Table 20
7. Table showing the influence of price discount on consumption.
PARTICULARS RESPONDENTS PERCENTAGE
PGDMS & RC, S.I.T. Tumkur
THE PREFERED QUANTITY OF PURCHASE BY THE CUSTOMERS
11%
78%
11%0%
100 ml
125ml
500ml
>500ml
52
Greater extent 0 0
Up to certain extent 7 78
No change 2 22
THE FREQUENCY OF CONSUMPTION PATTERN ON PRICE DISCOUNT
0
10
20
30
40
50
60
70
80
90
Greater extent Up to certain extent No change
percentage
INTERPRETATION
PGDMS & RC, S.I.T. Tumkur 53
AWARENESS AND ACCEPTANCE TOWARDS AMUL ICE
CREAM FOR RETAILERS
Table 1:
Table 1 show that the respondents that is retailers who were asked to find the
percentage of awareness of AMUL ice cream, in that out of 40 questionnaires all
40 retailers are aware of AMUL ice cream. So from this table we conclude that the
awareness of AMUL ice cream is 100%.
Table 2:
Table 2 shows that, the retailers are asked to know the supplying of AMUL ice
cream by the Distributors. So we were asked to retailers about the Distributors so
in that about 16 that is 40% retailers told that Distributor has approached them for
selling of AMUL ice cream and other 24 respondents told that they have not
approached by the Distributors.
Table 3:
And the Table 3 shows that the number of retailers who are ready to sell the
AMUL ice cream is 47.5%, and other 52.5% of retailers they are not ready to sell
the AMUL ice cream. Because they are already approached by competitors.
PGDMS & RC, S.I.T. Tumkur 54
AWARENESS AND ACCEPTANCE TOWARDS AMUL ICE
CREAM FOR CUSTOMERS
Table 4:
Table 4 shows that the, when the customers are asked about the AMUL ice cream
to find out the awareness of AMUL ice cream towards consumer, so we find that
all the respondents replied that they are aware of AMUL ice cream so that the
awareness is 100%.
Table 5:
Table 5 shows that the, majority of peoples they responded that that is 11
respondents told that they consume AMUL ice cream Once in a week i.e. 27.5%,
and 08 peoples like to consume More than Once in a week i.e. 20%, and other 11
respondents told that they like to consume Once in a Fort Night i.e. 28%, and rest
PGDMS & RC, S.I.T. Tumkur 55
of the 10 peoples who will consume Once in a Month. So majority of people who
consume more is once in a week and once in a Fort Night.
Table 6:
It is clear from the Table no 6 that majority of consumers who purchase 100 ml
cups. I.e. 37.5%, and second majority of customers who consume this 50 ml cups
is 30%, and other 9 customers responded that i.e. 22.5% customers they like to
consume more than 500 ml family packs.
Table 7:
It is clear from the Table 7 that, 45% of them like Vanilla flavor, 25% like
chocolate, 20% like strawberry, and other flavor like by customers are of 10%.
Table 8:
And when we asked to customers that how you will position AMUL product when
compared with other brands so, 17 respondents i.e. 42.5% replied that it is Very
Good, 18 respondents i.e. 45% replied that it is Good, and 5 customers replied that
it is Average when compared to other brands.
Table 9:
PGDMS & RC, S.I.T. Tumkur 56
From table 9 it is concluded that, majority of customers i.e. 45% of customers
answered that they like Cup, and 22.5% of peoples they like Cones, and 22.5% of
peoples i.e. 9 peoples they like Tubs packaging material, and rest 4 peoples i.e.
10% of peoples they like Family packs.
Table 10:
When customers are asked about the convenient availability of ice cream in your
retail outlets, 7.5% of customers replied that it is Very Good, 57.5% of customers
replied that it is Good, and 12.5% of peoples replied that it is Average.
PGDMS & RC, S.I.T. Tumkur 57
AWARENESS AND ACCEPTANCE OF PROBIOTIC ICE
CREAM TO RETAILERS
Table 11:
This table 11 shows that the awareness of AMUL’s Probiotic ice cream towards
retailers, majority of retailers i.e. 77.5% of retailers they know about AMUL’s
Probiotic ice cream, and 22.5% of retailers they are not aware of AMUL’s
Probiotic ice cream.
Table 12:
And from Table 12 it is conclude that when we asked retailers that how you came
to know about AMUL’s Probiotic ice cream, so majority of peoples i.e.40% of
retailers they came to know about AMUL’s Probiotic ice cream by Distributors,
and others. I.e. 30% of retailers they came to know about Probiotic ice cream by
Customers, and some retailers they came to know about Probiotic ice cream by
Advertisements. I.e. 22.5%.
Table 13:
And 20% of customers they responded that this Probiotic ice cream is Very Good,
and 60% of customers they responded that is Good, and 12.5% of peoples they
PGDMS & RC, S.I.T. Tumkur 58
responded that this ice cream is Average, and 7.5% of peoples they responded that
it is Poor.
QUESTIONNAIRE TO CUSTOMERS FOR PROBIOTIC ICE
CREAM
Table 14:
It is new product of AMUL so the peoples are not much aware of this AMUL
Probiotic ice cream, as we prepared only 9 questionnaires, so we asked the
customers who are aware of this Probiotic ice cream so all 9 respondents are aware
of Probiotic ice cream.
Table 15:
PGDMS & RC, S.I.T. Tumkur 59
And when we asked to customers that how you came to know about AMUL’s
Probiotic ice cream, so 4 respondents i.e. 45% said that they came to know about
AMUL’s Probiotic ice cream through Advertisements, and 2 customers said that
they came to know about this ice cream through Distributors, and 3 customers said
that they came to know about this ice cream through friends or customers of
AMUL ice cream.
Table 16:
When customers are asked about the flavor they like most, so majority of
customers i.e. around 45% of customers said that they like vanilla, and 33% i.e. 3
peoples said that they like strawberry, and 22% they like Anjir, so that we may
conclude from this table is that fast moving flavor is Vanilla.
Table 17:
When the peoples are asked that frequency of consumption of this AMUL’s
Probiotic ice cream, majority of peoples said that about 34% of peoples they like
to consume once in a week. And around 33% they like to consume once in a
month.
PGDMS & RC, S.I.T. Tumkur 60
Table 18:
Majority of peoples when they asked about availability of AMUL’s Probiotic ice
cream about 78% of peoples said that is Good. So we may conclude that there is
no problem at all and customers are getting the product at the right time.
Table 19:
When the peoples are asked about the quantity of ice cream when they go for
purchase so around 7 respondents replied that i.e. 78% of peoples they purchase
125ml of ice cream. And 11% of peoples said they like to purchase 100ml of cups,
and another 22@ of peoples said that they purchase 500 ml of ice cream.
Table 20:
When the customers are asked that to what an extent, the consumption of Probiotic
ice cream has been replaced the Consumption of normal ice cream, so around 78%
of peoples said that up to certain extent it will increase.
PGDMS & RC, S.I.T. Tumkur 61
SUGGESTIONS
As this AMUL’s Probiotic ice cream is new product of AMUL, so to
increase the frequency of purchase by using some other promotional
methods like more Advertisements, Magazine adds etc.
Bring the notion in the minds of the peoples that Probiotic ice cream is not
only meant for teenagers, but also for Children and Adults and also for Old
peoples because this ice cream is made for Health consciousness.
Target and more focused on Adults and Old persons and even on Children.
And cups are not only meant for children but even for Adults, and Bars are
not only meant for children but also for Youths, So target properly on these
segments.
PGDMS & RC, S.I.T. Tumkur 62
And providing special discount offer for Family pack offers that is BUY
ONE GET ONE FREE offer so that many of peoples they will get attracted
and creating its awareness and as well as sales.
And also providing special discount offer to retailers also so that they can
move the product to enhance the sales.
Reducing the price of cones and cups because many of peoples will feel
that prices are high.
Majority of peoples they like to have a cups as a packaging materials, so
that preparing them in cups and as well as in tubs and cones.
And one major problem is that in Bangalore what we found is that the
numbers of AMUL outlets are very less when compared to Kwality Wall’s
so increase the number of outlets. We find that there is a huge GAP in some
areas so major outlets what we found is Kwality Wall’s. So increase the
number of outlets.
And also wall painting and issuing pamphlets Bill Boards etc may prove to
be more effective in creating the awareness in peoples.
PGDMS & RC, S.I.T. Tumkur 63
And we find that there is lack of advertisements regarding this product and
other ice creams of AMUL.
PGDMS & RC, S.I.T. Tumkur 64
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