Prasenjit sudha project on market potential(final)
SUMMER TRAINING REPORT of amul whole
1. SUMMER TRAINING REPORT
A STUDY OF CUSTOMER SATISFACTION & DELIGHT TOWARDS
AMUL BEVERAGES IN DELHI MARKET
SUBMITTED TOWARDS FULFILLMENT O SUMMER TRAINING OF POST
GRADUATE DIPLOMA IN MANAGEMENT
(APPROVED BY AICTE, GOVT. OF INDIA)
ACADEMIC SESSION
2014-2016
UNDER GUIDANCE OF SUBMITTED BY:
DR. VISHAL GUPTA TUSHAR SINHA
Roll No- BM-014283
2. DECLARATION
I, TUSHAR SINHA declares that the project work entitled “A STUDY OF CUSTOMER
SATISFACTION & DELIGHT TOWARDS AMUL BEVERAGES IN DELHI MARKET ”
is my project. I have not copied this project. I have worked hard for this project. Mr. Nimish
Kumar was my project guide. His encouragement, indulgency, and affection made this project a
reality. I have proudly got his guidance in designing the architecture underlying the system.
Signature of the ProjectDeveloper:
Name: TUSHAR SINHA
Course:PGDM.
Date:
Director:________________________________________________
Name of the Learning Institution: - IMS GHAZIABAD
3. PREFACE
To start any business, First of all we need finance and the success of that business entirely
depends on customer satisfaction and whether the interests of the customer are kept in mind or
not. The customers delight plays an important role in promoting the brand name of the company.
AMUL is among one of the well established brand in the market in milk segment specially, its
product like milk, curd, butter, buttermilk, lassi, flavoured milk, ghee, mithai made, pro drink are
doing very well in market with its competitors, however they still have to capture the market in
Flavoured Milk but they are remarkably doing well in Milk, Curd, Butter segment.
I mainly had to focus on the visibility of Amul Beverages in the local shops in Delhi market and
also to get the feedback from them regarding the products of Amul and how much they are aware
of the new products and how much dedicated they are towards the AMUL brand name.
However I faced some difficulty while collecting primary data from the company and customers
and there may be a little chance since there was a time limit I could not visit many of the retail
shops so the reading could not be accurately correct.
I have tried to put my best efforts to complete this task on the basis of skill that I have achieved
during the last one year study in the Institute. I tried to put my maximum effort to get the
accurate statistical data. However I would appreciate if any mistakes are brought to me by guide.
4. ACKNOWLEDGEMENT
It is my immense pleasure to present the summer training report on “A STUDY OF
CUSTOMER SATISFACTION & DELIGHT TOWARDS AMUL BEVERAGES IN
DELHI MARKET.”
“A work is never work of an individual”, Here I being a student of Institute of Management
Studies, Ghaziabad would like to express my deep sense of gratitude to my Industry guide Mr.
Nimish Kumar, Area Manager, AMUL (GCMMF), for his valuable guidance and knowledge
enriching experience throughout the duration of my Internship.
I would also like to thank my mentor and a Faculty member Dr. Vishal Gupta, for his timely
guidance, valuable support and encouragement at every step of prepairing the project.
I would also like to thank Mr. Jitendra Gora, Territory Sales Incharge, AMUL (GCMMF), for his
support and help during duration of my internship and in completing this project work.
I would also like to thank my friends who stood behind me and have directly and indirectly
helped me in providing the books and amenities which have helped in development of this
report, without such help this report would not have been possible.
Last but not the least I would like to say sincere thanks to all the members of AMUL, Janakpuri
East Office, Delhi for their warm gestures and help during my Internship.
TUSHAR SINHA
5. TABLE OF CONTENTS
S.NO TOPIC PAGE
NO
1 Executive Summary
2 Company Profile
3 Objectives of the study
4 Literature Review
5 Research Methodology
6 Analysis and Findings
7 Recommendation and Suggestions
8 Conclusion
9 Limitation
10 Annexure
6. EXECUTIVE SUMMARY
The project assigned to me is “A STUDY OF CUSTOMER SATISFACTION & DELIGHT
TOWARDS AMUL BEVERAGES IN DELHI MARKET.” for which I am required to analyse
the entire objective on AMUL Beverages in AMUL, Rohini, Delhi.
AMUL is an Indian Dairy Cooperative, based at Anand in the state of Gujarat, India. The
GCMMF is the largest food products marketing organisation of India. It is the apex organisation
of the dairy cooperatives of Gujarat. It is the exclusive marketing organisation for products under
the brand name of Amul. Retailer was my target account where I had to tell them about our
product, making them aware about the new launch in the beverages segment. On the basis of my
survey, it was clear that our product was appreciated as a better product than others in terms of
quality and taste. However retaliers have complaints regarding the margin scheme, replacement
of product and many other. The reasons for this is the company policy of AMUL.
Small scale retailers tend to be more price sensitive, they are not ready to put AMUL beverages
as in some areas there is less demand and they do not have refrigerators for display.
One way to increase the sales of Beverages, making it aware in the market, giving retailers more
margin in comparison to competitors and advertise it as much as possible.
Second is regarding customer satisfaction. Customers are quite satisfied with the products of
AMUL, especially with the taste. However there is a tough competition from other brands in
terms of price, quantity and taste. So this lacks a little behind in level of satisfaction.
Third and last, the level of customer delight is quite high. They feel happy to be attached to
AMUL, and they welcome further new launches of products in this segment for more purchase in
future. The loyalty factor is quite high and customers offer a great opportunity for the positive
word of mouth.
7. COMPANYPROILE
INTRODUCTION
Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India. The word
Amul (अमूल) is derived from the Sanskrit word Amulya (अमूल्य), meaning rare, valuable. The
co-operative was initially referred to as Anand Milk Federation Union Limited hence the name
AMUL.
Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.6 million milk
producers in Gujarat.
Amul spurred India's White Revolution, which made the country the world's largest producer of
milk and milk products. In the process Amul became the largest food brand in India and has
ventured into markets overseas.
Dr. Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (1973–2006), is
credited with the success of Amul.
Over the years, brands created by cooperative have become synonymous with quality and value.
Brands like Amul (GCMMF), Vijaya (AP), Verka (Punjab), Saras (Rajasthan) are among those
that has earned customer confidence.
8. MAIN BUSINESS
AMUL is mainly into the business of marketing, transporting and distributing the milk and milk
products manufactured by its owners. Besides creating urban employment in dairy plants,
marketing, transporting and distribution, it has helped to provide farmers with a sustainable rural
employment program. AMUL has always tried to be a step ahead of the market. It has always
been a model to which other cooperatives have looked up as an example and inspiration as well
as one from which many have benefited. AMUL was one of the first major organizations in India
to have a website. This site has been used both to develop an intranet of AMUL distributors as
well as a cyber-store for consumers, one of the first examples of e-commerce activity in India.
Vision
GCMMF will be an outstanding marketing organization, with specialization in
marketing of food and dairy products both fresh and long life with customer focus and IT
integrated.
The network would consist of over 100 offices, 7500 stockist. Head quarter servicing
nearly 10 lakh outlets with a turnover of Rs. 10000 crore and serving several
cooperatives.
Mission
GCMMF endeavour to satisfy the taste and nutritional requirements of the customer of
the world through excellence in the marketing by the committed team.
Through cooperative networking, they are committed to offer quality product that
provides best value for money.
For our People- An environment where individuals can constantly learn, grow and prosper.
For our Business partners- AMUL should be the first choice for their products.
VALUES
Customer Orientation
Commitment to producers
Excellence
Give customers a good, fair deal. Great customer relationships take time. Do not try to
maximize short term profits at the expense of the building those enduring relationships.
Always look for ways to make it easier to do business with us.
Communicate daily with your customers. If they are talking to you, they can’t be talking
to a competitor.
Operations should be fast and simple.
9. PEOPLE POWER:AMUL'S SECRET OF SUCCESS
The system succeeded mainly because it provides an assured market at remunerative prices for
producers' milk besides acting as a channel to market the production enhancement package.
What's more, it does not disturb the agro-system of the farmers. It also enables the consumer an
access to high quality milk and milk products. Contrary to the traditional system, when the profit
of the business was cornered by the middlemen, the system ensured that the profit goes to the
participants for their socio-economic upliftment and common good.
PLANTS
First plant is at Anand, which engaged in the manufacturing of milk, butter, ghee, milk powder,
flavoured milk, lassi and Buttermilk.
Second plant is at Mogar, which engaged in manufacturing chocolate, nutramul and Amul lite.
Third plant is at Kapadvanj, Kheda, Gujarat, which is a plant of cattle feed.
11. History
Amul the co-operative registered on 1 December 1946 as a response to the exploitation of
marginal milk producers by traders or agents of the only existing dairy, the Polson dairy, in the
small city distances to deliver milk, which often went sour in summer, to Polson. The prices of
milk were arbitrarily determined. Moreover, the government had given monopoly rights to
Polson to collect milk from mikka and supply it to Bombay city.
Angered by the unfair trade practices, the farmers of Kaira approached Sardar Vallabhbhai
Patel under the leadership of local farmer leader Tribhuvandas K Patel. He advised them to form
a cooperative and supply milk directly to the Bombay Milk Scheme instead of Polson (who did
the same but gave them low prices). He sent Morarji Desai to organise the farmers. In 1946, the
milk farmers of the area went on a strike which led to the setting up of the cooperative to collect
and process milk. Milk collection was decentralized, as most producers were marginal farmers
who could deliver, at most, 1–2 litres of milk per day. Cooperatives were formed for each
village, too.
The cooperative was further developed and managed by Dr. Verghese Kurien with H.M. Dalaya
Dalaya's innovation of making skim milk powder from buffalo milk (for the first time in the
world) and a little later, with Kurien's help, making it on a commercial scale, led to the first
modern dairy of the cooperative at Anand, which would compete against established players in
the market. Kurien's brother-in-law K.M. Philip sensitized Kurien to the needs of attending to the
finer points of marketing, including the creation and popularization of a brand. This led to the
search for an attractive brand name. In a brainstorming session, a chemist who worked in the
dairy laboratory suggested Amul, which came from the Sanskrit word "amulya", which means
"priceless" and "denoted and symbolised the pride of swadeshi production.
The trio's (T. K. Patel, Kurien and Dalaya's) success at the cooperative's dairy soon spread to
Anand's neighbourhood in Gujarat. Within a short span, five unions in other districts – Mehsana,
Banaskantha, Baroda, Sabarkantha and Surat – were set up. To combine forces and expand the
market while saving on advertising and avoid competing against each other, the GCMMF, an
apex marketing body of these district cooperatives, was set up in 1973. The Kaira Union, which
had the brand name Amul with it since 1955, transferred it to GCMMF.
In 1999, it was awarded the "Best of all" Rajiv Gandhi National Quality Award. Adding to the
success, Dr. Madan Mohan Kashyap (faculty Agricultural and Engineering Department, Punjab
Agricultural University Ludhiana), Dr. Bondurant (visiting faculty) and Dr Feryll (former
student of Dr Verghese Kurien), visited the Amul factory in Gujarat as a research team headed
by Dr. Bheemsen & Shivdayal Pathak (ex-director of the Sardar Patel Renewable Energy
Research Institute) in the 1960s. A milk pasteurization system at the Research Centre of Punjab
Agricultural University (PAU) Ludhiana was then formed under the guidance of Kashyap.
12. About GCMMF
The GCMMF is the largest food products marketing organization of India. It is the apex
organization of the dairy cooperatives of Gujarat. It is the exclusive marketing organization for
products under the brand name of Amul and Sagar. Over the last five and a half decades, dairy
cooperatives in Gujarat have created an economic network that links more than 3.1 million
village milk products with millions of consumers in India. The daily milk procurement of
GCMMF is around 24 million liters per day. It collects milk from about 16914 village milk
cooperative societies, 17 member unions and 24 districts covering about 3.37 million milk
producer members. More than 70% of the members are small or marginal farmers and landless
labourers including a sizeable population of tribal folk and people belonging to the scheduled
castes.
The total milk collected in the year 2014-15 is 5.42 billion litres. Milk collection daily average
(2014-15) 14.85 million litres, Cattlefeed manufacturing capacity is 6340 Mts. Per day and sales
turnover (2014-15) is Rs. 20733 Crores (US $ 3.4 Billion)
State Cooperative Milk Federation (Federation)
The main functions of the federation are as follows:
Marketing of milk and milk products processed/manufactured by Milk Unions
Establish a distribution network for marketing of milk and milk products
Arranging transportation of milk and milk products from the Milk Unions to the
market
Creating and maintaining a brand for marketing of milk & milk products
Providing support services to the Milk Unions and members like technical inputs,
management support and advisory services
Pooling surplus milk from the Milk Unions and supplying it to deficit Milk Unions
Establish feeder-balancing dairy plants for processing the surplus milk of the Milk
Unions
Arranging for common purchase of raw materials used in manufacture/packaging of
milk products
Decide on the prices of milk and milk products to be paid to Milk Unions
Decide on the products to be manufactured at Milk Unions and capacity required for
the same.
16. Structure Of AMUL Beverage
BeverageBeverage
Amul KoolLassiButtermilkFlavoured
Milk
Energy
Drink
Rose Kesar Elaichi Badam
Rose Mango
Cafe Koko
Smoothie Stamina
Lemon
Orange
17. FLAVOURED MILK
AMUL KOOL KESAR
Appetizing and delicious Amul Kool Kesar is perfect for all ages. Filled with nutrients Amul
Kool Kesar comes in yummy saffron or Kesar Flavour that will win the hearts of Kids and adults
alike. Amul Kool is a delicious beverage that contains all the essential nutrients of Milk like
calcium, Vitamin D, Proteins, etc. It Comes in an assortment of flavours. To be stored in a cool
place.
Now it is also available in Can.
PRODUCT FEATURES
Amul Kool Kesar is refreshing milk with taste of saffron (Kesar)
It is an easy to use delicious drink that refreshes you immediately with goodness of milk.
Available in easy to use Tetrapack, Glass Bottles, Pet Bottles & Cans.
AMUL KOOL ELAICHI
Appetizing and aromatic Amul kool Elaichi is perfect for all age groups. Filled with nutrients
Amul kool Elaichi comes in yummy aromatic cardamom or elaichi flavour that will win the
hearts of Kids & adults alike. Cardamom pods, being the queen of of spices, helps to soothe the
heart burn, helps get rid of digestion problems, acidity, depression and bad breath too. It is a
great source of all the essential nutrients. This sterilised homogenised toned milk is flavoured
with delightful elaichi, sugar and nut extracts .
18. PRODUCT FEATURES
Amul Kool Elaichi is refreshing milk with taste of Cardamom (Elaichi).
Available in easy to use Tetrapack, Pet Bottle and Glass Bottles.
AMUL KOOL ROSE
With the aura of Rose, Amul Kool Flavoured Milk (ROSE) is as refreshing as the petals of rose
and as nutritious as a glass of plain milk. This blend of health and freshness is the best way to
start a morning.
PRODUCT FEATURES
Amul kool Rose is refreshing milk with flavour of Rose.
It is an easy to use delicious drink that refreshes you immediately with the goodness of
milk.
Available in easy to use Glass Bottles.
AMUL KOOL BADAM
Amul Kool Badam is made up with 100% pure natural ingredients and with richness of milk. It
contains Calcium, protein, carbohydrates, vitamins, added sugar, etc. This Badam Drink is more
beneficial and nutritious than ordinary dairy milk, due to the fact that it contains much more
nutrients. It is a perfect alternative to cow’s milk and has surprisingly rich and creamy taste.
PRODUCT FEATURES
Amul Kool Badam is refreshing milk with taste of Almond (Badam).
It is an easy to use delicious drink that refreshes you immediately with goodness of milk.
19. The Amul brand
GCMMF (AMUL) has the largest distribution network for any FMCG company. It has nearly
50 sales offices spread all over the country, more than 5000 wholesale dealers and more than
700000 retailers.
Amul became the world's largest vegetarian cheese and the largest pouched-milk brand.
AMUL is also the largest exporter of dairy products in the country. AMUL is available today
in over 40 countries of the world. AMUL is exporting a wide variety of products which
include whole and skimmed milk powder, cottage cheese (Paneer), UHT milk, clarified
butter (Ghee) and indigenous sweets.
The major markets are USA, West Indies, and countries in Africa, the Gulf Region,
and SAARC neighbours, Singapore, The Philippines, Thailand, Japan and China, and others
such as Mauritius, Australia, Hong Kong and a few South African countries. Its bid to enter
the Japanese market in 1994 did not succeed, but it plans to venture again.
In September 2007, Amul emerged as the leading Indian brand according to a survey by
Synovate to find out Asia's top 1000 Brands.
In 2013, Amul was named the Most Trusted brand in the Food and Beverages sector in The
Brand Trust Report, published by Trust Research Advisory, where as in the 2014 edition
of The Brand Trust Report, Amul is ranked 7th in the list of India's Most Trusted Food and
Beverages brands.
20. What Is Beverages?
Drinks, or Beverages, are liquids intended for Human Consumption. In addition to basic
needs, beverages form apart of the culture of Human Society. Although all beverages,
including juice, soft drinks, and carbonated drinks, have some form of water in them.
Leading Beverage Companies In India
The beverage industry in India occupies USD 230 million market in the USD 65 billion food
processing industry in India. Coca cola, Pepsi, Amul and Nestle are the leading beverage
brands that have been ruling the Indian beverage market since past few decades. Among all
the beverages, tea and coffee are manufactured as well as exported heavily in the
international markets succumbing to the individual demands around the world.
A Short Account of Beverage Companies in India
Fruit juices, pulp and concentrates, and sauces or ketchups are doing very well in the
beverage market in India for the past few years. Various milk products, health beverages,
beer, and country liquors have also been contributing largely in the rising demand of
beverages in India. The leading beverage companies in India are also exporting various
products especially tea and coffee to the international markets every year. Tea and coffee
have registered an excellent growth in the Indian beverage market as these are the most
preferred drinks purchased excessively around the world. Among all the leading beverage
companies in India, Coca cola has accounted for a thriving growth since its inception. It
occupies around 60 percent of the carbonated drink sector in the Indian beverage industry.
Another predominant brand in beverages is Nestle India Limited which occupies 61.85
percent of the total Nestle S.A. Switzerland. The Nestle products are hugely exported to
Russia apart from selling in the domestic market.
RAPID EXPANSION
Amul’s long-life UHT milk has shown value growth of 53 per cent and sales of Amul cream
also increased by 57 per cent in value terms.
Amul’s innovative milk beverages range showed quantum value growth of 27 per cent.
21. Amul Turnover In Financial Year 2015
According to news published in Business Standard, the country's largest dairy cooperative,
and for that matter the largest player in India's food business, Gujarat Cooperative Milk
Marketing Federation (GCMMF) that owns the Amul brand, has crossed the Rs 20,000 crore
mark in turnover in FY15. The Anand-headquartered food major that announced its results
today, reported a turnover of Rs 20,733 crore during 2014-15, up 14 per cent over its last
year's turn over of Rs18,150 crore.
The results of the apex body of dairy cooperatives was declared on Thursday in the 41st
Annual General Meeting (AGM). During the last five years, turnover of GCMMF grew from
Rs 8,005 crore to Rs 20,733 crores, a remarkable growth of 159 per cent. The cumulative
average growth rate (CAGR) has been that of 21 per cent. In fact, the group turnover of
GCMMF and its constituent member unions, representing unduplicated turnover of all
products sold under Amul brand was Rs 29000 crores or $ 4.6 billion.
GCMMF has grown by 51 per cent in the last two years, banking on new product launches
and innovation. A GCMMF statement here said that as many as 26 new products from
Amul's portfolio were launched last year.
Commenting on the results, Jethabhai Patel, chairman, GCMMF said, “Based on estimated
growth in market demand for Amul products and our future marketing efforts, we anticipate
at least 20 per cent CAGR growth in the business of GCMMF during the next five years,
implying that the turnover of GCMMF should exceed Rs 50,000 crores ($ 8 billion) by the
year 2019-20.
23. FIELD JOB :
In the first day of SIP my Industry guide have given the product detail of AMUL Beverages and
given a location Rohini, Delhi, of my field job. He has also given me the address of the
distributor point in Rohini sector, 9. He has provided the rate list of the product and explains of
distributor and retailer margin and about the offers and new launch of some product in same
segment and also about the offers given by AMUL to the retailers.
In my whole term of my internship programme besides concentrating on the study of alternative
channels to promote AMUL beverages. I had also been assigned to promote the brand awareness
for the Amul flavoured milk. This job helped me a lot in learning the thinking and deciding
process which a retailer does and to persuade him to trust the performance of the product. I came
across with few findings about the product which I would like to share for the benefit of the
product in future.
The first thing which acts as a bridge between the product and the retailers is the margin
provided by the company. As there are other local brands beverages available in the
market with more margins to offer than offered by us as a result of this retailer hesitate at
a first go to keep the product into their shelf.
The concept of beverages as targeted by the company which will act as an replacement of
soft drinks is very far away because this is a new concept in Indian market and unless &
untill the company take initiative to spread awareness to the consumers about the benefit
and plus points of beverages the product will always be on back sit.
There is only one way to spread awareness to the consumer is through advertisement
either by print media or electronic media, and this is for sure that once the consumer get
aware and shows interest in this product ( as this product has the capability to be the
market leader as there are still no major company except one or two who act as a threat)
the demand will definitely rise, which will compel the retailers to place order for
flavoured milk and other beverages.
Another thing which comes in front of me during my SIP period which is very shocking
to see is the duration of time for the delivery of the order from the distributor to the
retailers, in my very short span of period I came across with many complaints from the
retailers stating that they had placed their order but the consignment has not delivered or
it took time of approx. 2-3 weeks to get the delivery. This may act against the company
and its product and retailers may lose interest from the product.
24. Objective and Scope of the Project
Objective of the study
PRIMARY OBJECTIVES:
To evaluate the perception of alternative channels towards Amul Beverages.
To Find the underlying factors of alternative channel perception towards Amul
Beverages.
SECONDARY OBJECTIVES:
To analyze the retailers perception about Distribution of ButterMilk and Flavoured Milk
To find out the competitive edge of the company over the competitors.
To analyze the market size of Amul Flavoured Milk and ButterMilk
To study the retailer preference about different companies.
To study distribution channel.
26. A well-chosen channel is necessary because it constitutes a significant competitive advantage,
and it is designed to save costs, improve and increase efficiency, provide regular transaction,
provide a larger customer base, and allow businesses to focus on other aspects of the
organization. Designing a good distribution channel is fundamental to good marketing within the
distribution channel is the ability to use intermediaries to strategically market a product or
service.
Perhaps the best-known type of retailers is the department store. Retail-store types pass through
stages of growth and decline that can be described as the retail life cycle. A type emerges, enjoys
a period of acceleration growth, reaches maturity, and then declines. Older retail forms took
many years to reach maturity; newer reach maturity, whereas warehouse retail outlets reached
maturity in 10 years. The most important retail-store types are :
Specialty store: Narrow product line with a deep assortment.
Department store: Several product lines with each line operated as a separate department
managed by specialist buyers.
Supermarket: Relatively large, low-margin, high volume, self service operation designed to
serve total needs for food, and household products.
Distribution tends to be one of the most immutable of the marketing mix decisions, but a number
of external factors have led to an increase in its importance, namely, pressures on competitive
advantage, the increased power of distributors, pressures to reduce distribution costs, a new
stress on growth, and new technological developments.
Retailers can position themselves as offering one of the four levels of services:
1. Self-services: Self-services is the cornerstone of all discounts operation. Many customers
are willing to carry out their own locate-compare-select process to save money.
2. Self-selection: Customers find their own goods, although they can ask for assistance.
3. Limited services: These retailers carry more shopping goods, and customers need more
information and assistance. The stores also offer services such as credit and merchandise-
return privileges.
4. Full services: Salespeople are ready to assist in every phase of the locate-compare-select
process. Customers who like to be waited on prefer this type of store. The high staffing
cost, along with the higher proportion of specialty goods and slower-moving items and
the many services, resulted in high-cost retailing.
27. 5. Corporate retailing: Although many retail stores are independently owned, an
increasing number are part of some form of corporate retailing. Corporate retail
organizations achieve economies of scale, greater purchasing power, wider brand
recognition, and better-trained employees. The major types of corporate retailing—
corporate chain stores, voluntary chains, retailer cooperatives, franchises, and
merchandising conglomerates.
29. RESEARCH DESIGN
A Research design specifies the methods and procedures for conducting a particular study. It is a
map (or) blue print to which the research is to be conducted. Descriptive research design has
been considered as a suitable methodology for present study and for data analysis.
SAMPLING DESIGN
The sampling design used was Convenience sampling, which is a non-probability sampling
method. The convenience factors were the availability and approachability of the respondents.
POPULATION
All types of outlets that stock and sell Amul Beverages like Buttermilk, Flavoured milk, lassi, etc
in the markets. The outlets have been classified into as follows
Convenience stores: All kinds of shops including bakeries
Eateries: all kinds of eating joints
PLACES OF STUDY
Rohini Sector 7, 9, 12, 15.
Sampling Technique : Non probability Sampling, Convenience Sampling
Sample Unit : People who use flavoured milk and buttermilk in retail outlets,
superstores, etc
Sample size : 40 respondents
Method : Direct interview through questionnaire.
Data analysis method : Graphical method, Through SPSS tool
Area of survey : Delhi (Rohini)
31. Frequency Distribution
1. Your age is:
10-20
20-30
30-40
40&above
Frequency Percent Valid Percent Cumulative
Percent
Valid
20-30 37 92.5 92.5 92.5
40 above 3 7.5 7.5 100.0
Total 40 100.0 100.0
32. Interpretation: Out of 40 respondents, 37% people belong to the age group of 20-30 years, and
3% people belongs to the age group of 40 & above.
2. Your Gender
Male
Female
Frequency Percent Valid Percent Cumulative
Percent
Valid
Male 25 62.5 62.5 62.5
Female 15 37.5 37.5 100.0
Total 40 100.0 100.0
33. Interpretation: Out of 40 respondents, 25% people are Males, whereas 15% people account for
Females.
3. Are you aware of Amul Kool Flavoured Milk ?
Yes
No
Frequency Percent Valid Percent Cumulative
Percent
Valid yes 40 100.0 100.0 100.0
Interpretation: It is clear that all 100% respondents are aware of the Amul Flavoured milk.
34. 4. Which Flavour of Amul Kool you prefer most ?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Rose 4 10.0 10.0 10.0
Kesar 13 32.5 32.5 42.5
Elaichi 7 17.5 17.5 60.0
Badam 16 40.0 40.0 100.0
Total 40 100.0 100.0
Interpretation: Out of 40 respondents, 4% people prefer Rose Flavour, 13% prefer Kesar, 7%
Elaichi and rest 16% prefer Badam.
35. 5. How often you consume Amul Kool ?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Daily 3 7.5 7.5 7.5
weekly 15 37.5 37.5 45.0
Monthly 22 55.0 55.0 100.0
Total 40 100.0 100.0
Interpretation: Out of 40 respondents, 3% consume Amul Kool on Daily basis, 15% weekly,
and rest 22% Monthly.
36. 6. Which packaging quantity you prefer most ?
Frequency Percent Valid Percent Cumulative
Percent
Valid
200 ml glass bottle 18 45.0 45.0 45.0
200 ml tetra pack 7 17.5 17.5 62.5
250 ml can 5 12.5 12.5 75.0
200 ml pet bottle 10 25.0 25.0 100.0
Total 40 100.0 100.0
Interpretation: From the above pie chart, 18% people prefer 200 ml glass bottle, 7% 200 ml
Tetra Pack, 5% 250 ml Can and 10% 200 ml Pet Bottle.
37. 7. Which brand of Lassi and Buttermilk you prefer ?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Amul 26 65.0 65.0 65.0
Mother Dairy 9 22.5 22.5 87.5
Nestle 2 5.0 5.0 92.5
Britania 3 7.5 7.5 100.0
Total 40 100.0 100.0
Interpretation: Out of 40 respondents, 26% people prefer to have Lassi and buttermilk of Amul,
9% Mother dairy, 2% Nestle, 3% Britania
38.
39. FactorAnalysis
Descriptive Statistics
Mean Std. Deviation Analysis N
Taste 1.575 .6751 40
Softdrink 2.525 1.3585 40
Energydrink 2.500 .9608 40
Availability 1.900 .7089 40
Correlation Matrix
Taste Substitutiono
fsoftdrink
Energydrink Availibility
Correlatio
n
Taste 1.000 .222 .652 .445
Substitution ofsoft Drink .222 1.000 .422 .136
Energy Drink .652 .422 1.000 .414
Availability .445 .136 .414 1.000
Interpretation: From the given data we can say that there exists a correlation between Taste,
substitution of soft drink, Energy drink and Availability.
40. KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .654
Bartlett's Testof Sphericity
Approx. Chi-Square 37.274
df 6
Sig. .000
Interpretation: In the given table KMO value is .654 so Sample size is adequate for factor
analysis.
To find whether there exists any relation between the variables viz. taste of Amul beverages,
Energy drink, how it can be used as a substitute product for soft drink, is the product available in
market.
Hypothesis Testing:
H0 : There is no correlation between the variables
H1: There is correlation between the variables
Chi-square value is 37.274
Df= 6
P-value < α (0.05). So Ho is rejected and H1 is accepted hence factor analysis can be applied.
Communalities
Initial Extraction
Taste 1.000 .686
Substitution of softdrink 1.000 .291
Energydrink 1.000 .766
41. Availability 1.000 .452
Extraction Method: Principal ComponentAnalysis.
Interpretation: Extraction values here indicates the 5age of values explained by the factor.
68.65 of the variance in Taste is explained by the factor. Similarly for Substitution product,
Energy drink and Availability variance are explained 29.1%, 76.6%, and 45.2 by the factor.
Total Variance Explained
Component Initial Eigenvalues Extraction Sums of Squared Loadings
Total % of Variance Cumulative % Total % of Variance Cumulative %
1 2.195 54.881 54.881 2.195 54.881 54.881
2 .904 22.595 77.476
3 .591 14.772 92.249
4 .310 7.751 100.000
Extraction Method: Principal ComponentAnalysis.
Interpretation:
From the given data 1 factor can be extracted. The extracted accounts for 54.881% of the total
variance. So total variance explained by the factor is 54.881% and there is a loss of 45.1% of the
data.
Component Matrix
Component
1
Taste .828
Substitutionofsoftdrink .539
Energydrink .875
42. Availability .673
Interpretation: Values under component 1 indicates the factor loading to tell whether there
exists a correlation between the variable and factor. Since values are more than .3 in all cases of
variables, there exists correlation between the variables and the factor.
Frequencies
Statistics
Taste Energydrink Substitutionofso
ftdrink
Availibility
N
Valid 40 40 40 40
Missing 0 0 0 0
Frequency Table
What are the factors that influence you to have Beverages?
A) Taste
Frequency Percent Valid Percent Cumulative
Percent
Valid
Strongly agree 20 50.0 50.0 50.0
Agree 18 45.0 45.0 95.0
Neither Agree nor Disagree 1 2.5 2.5 97.5
Disagree 1 2.5 2.5 100.0
Total 40 100.0 100.0
43. B) Energy Drink
Frequency Percent Valid Percent Cumulative
Percent
Valid
Strongly Agree 4 10.0 10.0 10.0
Agree 20 50.0 50.0 60.0
Neither Agree nor Disagree 9 22.5 22.5 82.5
Disagree 6 15.0 15.0 97.5
Strongly Disagree 1 2.5 2.5 100.0
Total 40 100.0 100.0
C) Substitution of Soft Drink
Frequency Percent Valid Percent Cumulative
Percent
Valid
Strongly Agree 11 27.5 27.5 27.5
Agree 14 35.0 35.0 62.5
Neither Agree nor Disagree 1 2.5 2.5 65.0
Disagree 11 27.5 27.5 92.5
Strongly Disagree 3 7.5 7.5 100.0
Total 40 100.0 100.0
D) Availability
45. Pie Chart
Q. What are the factors that influence you to have Amul Beverages ?
A) Taste
Interpretation :
Out of 100% respondents, 50% are Strongly agree with the statement that Taste is the
influencing factor to have Amul beverages. 45% are Agree, 2.5% are neither agree nor they are
disagree, and rest 2.5% are Disagree with the above question asked.
B) Energy Drink
46. Interpretation :
Out of 100% respondents, 10% are Strongly agree with the statement that Energy Drink is the
influencing factor to have Amul beverages. 50% are Agree, 22.5% are neither agree nor they are
disagree, 15% are Disagree, and rest 2.5% are strongly disagree with the above question asked.
C) Substitution of soft Drink
47. Interpretation :
Out of 100% respondents, 27.5% are Strongly agree with the statement that these are the
substitute product of Soft drink. 35% are Agree, 2.5% are neither agree nor they are disagree,
27.5% are Disagree, and rest 7.5% are strongly disagree with the above question asked.
D) Availability
Interpretation :
Out of 100% respondents, 27.5% are Strongly agree with the statement that Product Availability
is the influencing factor to have Amul Beverages. 57.5% are Agree, 12.5% are neither agree nor
they are disagree, 2.5% are Disagree with the above question asked.
48. T-Test
Q. Would you agree to the statement that Amul Flavoured Milk is more preferred than any other
Brand ?
Group Statistics
Gende
r
N Mean Std.
Deviation
Std. Error
Mean
Preference
male 25 1.840 .9434 .1887
female 15 2.467 1.0601 .2737
Independent Samples Test
Levene's Test for
Equality of
Variances
t-test for Equality of Means
F Sig. t df Sig. (2-
tailed)
Mean
Differen
ce
Std.
Error
Differen
ce
95% Confidence
Interval of the
Difference
Low er Upper
Preference
Equal variances
assumed
.902 .348 -
1.942
38 .060 -.6267 .3227 -1.2799 .0266
Equal variances
not assumed
-
1.885
26.92
0
.070 -.6267 .3324 -1.3089 .0556
H0 : There is no significance difference across gender for Amul with respect to preference of
flavoured milk
49. H1 : There is a significance difference across gender for Amul with respect to preference of
flavoured milk
INTERPRETATION:
Here, p-value for preference of Amul flavoured milk=.060>α (α =0.05, as confidence
interval=95%), so Accept H0
Thus we can conclude that customers prefer to have amul flavoured milk.
T-Test
Q. Does the taste of Amul Lassi and Buttermilk is same as other brands ?
Group Statistics
Gende
r
N Mean Std.
Deviation
Std. Error
Mean
Taste
male 25 2.520 1.1944 .2389
female 15 3.467 1.0601 .2737
Independent Samples Test
50. Levene's Test for
Equality of
Variances
t-test for Equality of Means
F Sig. t df Sig.
(2-
tailed
)
Mean
Differe
nce
Std.
Error
Differen
ce
95% Confidence
Interval of the
Difference
Low er Upper
Taste
Equal variances
assumed
.838 .366 -2.528 38 .016 -.9467 .3745 -1.7049 -.1885
Equal variances
not assumed
-2.606 32.46
3
.014 -.9467 .3633 -1.6863 -.2071
H0 : There is no significance difference across gender for Amul with respect to taste of amul lassi
and buttermilk
H1 : There is a significance difference across gender for Amul with respect to taste of amul lassi
and buttermilk
INTERPRETATION:
Here, p-value for taste of amul lassi and buttermilk =.016<α (α =0.05, as confidence
interval=95%), so Reject H0
Thus we can conclude that customers are not satisfied with the taste of amul lassi and buttermilk.
T-Test
Q. Do you agree that these beverages are used as a Energy drink ?
51. Group Statistics
Gende
r
N Mean Std.
Deviation
Std. Error
Mean
Energydrink
male 25 2.520 .9183 .1837
female 15 2.800 .8619 .2225
Independent Samples Test
Levene's Test for
Equality of
Variances
t-test for Equality of Means
F Sig. t df Sig.
(2-
tailed)
Mean
Differen
ce
Std.
Error
Differen
ce
95% Confidence
Interval of the
Difference
Low er Upper
Energydrink
Equal v ariances
assumed
.570 .455 -.955 38 .346 -.2800 .2933 -.8737 .3137
Equal v ariances
not assumed
-.970 31.140 .339 -.2800 .2885 -.8684 .3084
H0 : There is no significance difference across gender for Amul with respect to Energy drink
H1 : There is a significance difference across gender for Amul with respect to Energy drink
INTERPRETATION:
52. Here, p-value for Amul beverages used as a Energy drink=.346>α (α =0.05, as confidence
interval=95%), so Accept H0
Thus we can conclude that customers use Amul beverages as a Energy drink.
53. FINDINGS
1. Most of the retailers are interested in keeping Amul products and they are satisfied with
the current distribution pattern of the company.
2. Retailers are not satisfied with the services provided by the company.
3. Most of the retailers want deep freezer for storage of products but AMUL is not providing
them, Mother Dairy take it as an advantage and provide freezer to those retailers for
advertising and promoting their products.
4. The sale of Amul Flavoured milk, Lassi and buttermilk is more as compare to other
brands.
5. The demand of Amul products is more in market.
6. The brand image of Amul is good among the customers.
7. There is less margin for the retailers in Flavoured milk, Lassi and buttermilk as compare to
Mother Dairy.
8. The retailers are not satisfied with the distribution process, as there is no replacement
provided by the distributor or by the organization.
54. RECOMMENDATION
1. Relationship with retailers and company should be kept under a close watch.
2. Distributor should be given the responsibility to handle the retailer’s grievances.
3. Orders by the retailers should be executed in a proper manner to avoid irregular
availability.
4. Low security and easy installment should be given on deep freezer.
5. Company should give special offers to retailers frequently.
6. Company should open exclusive Amul parlors.
7. There have been a lot of complaints about replacement policy of Amul. Amul should try to
improve its replacement policy and make it somewhat liberal.
8. Innovative schemes like Priviledge cards giving discount on successive purchases may be
introduced to make a customer brand loyal to Amul.
56. The AMUL captured the 60% of the market, Mother Dairy captured 30% and 10% are the
remaining brands. The customers are loyal towards Amul products and demand of Amul
products is also good in the market. But in some area Mother Dairy try to capture Amul
customers by providing schemes and freezers to the retailer, so that the retailers sells Mother
Dairy products. Due to high demand of Amul pouch dahi and buttermilk retailers are bound
to keep Amul products. The company should work on their distribution network and on the
replacement policies of the expired and defected products. There should be a proper
grievance handling process so that the relationship between retailers distributors remain
good.
57. LIMITATION
1. Due to unavailability of proper conveyance facility, it was really hard to cover the market
under a scorching sun.
2. In many residential residential blocks shops located in corners of by lanes were difficult to
locate.
3. The time duration of two months was short for the completion of all activities.
58. REFRENCES
Principles of Marketing -- Philip Kotler & Gary Armstrong, 2000.
Marketing Management -- Philip Kotler, 2000.
https:// www.amul.com
https://www.gcmmf.org
https://www.indiandairy.com
https://www.nddb.com
