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Amul 2

This literature review discusses previous research on customer satisfaction with Amul brand products and cooperative dairy marketing in India. Several studies are summarized that examined consumer preferences, behavior, and perceptions towards Amul milk and dairy products in various Indian states. Previous research also looked at buying behavior of branded vs non-branded milk and marketing strategies of Amul that have contributed to its success in India.

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Shyam Ganesh
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0% found this document useful (0 votes)
202 views3 pages

Amul 2

This literature review discusses previous research on customer satisfaction with Amul brand products and cooperative dairy marketing in India. Several studies are summarized that examined consumer preferences, behavior, and perceptions towards Amul milk and dairy products in various Indian states. Previous research also looked at buying behavior of branded vs non-branded milk and marketing strategies of Amul that have contributed to its success in India.

Uploaded by

Shyam Ganesh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Chapter 2

Literature Review
Topic : Brand Building strategy of Amul
Introduction
Literature review
The present research work is conducted on the topic “Study the customer
satisfaction about e-banking of SBI Bank”. The literature review is a text
content written by authors, eminent personalities, scientist who considers the
significant points pertinent to current information and facts including
substantive findings, as well as theoretical and methodological assistance to a
specific subject. Review of related literatures help to know about the studies
which have already done in the related field.

It is nothing but a significant and self-exploratory summary related with


research themes, concerns and constraints for specific work clearly defined in
research topic. This is systematic process of reading, analyzing, evaluating, and
summarizing intellectual materials about a particular topic or subject.

Review of Literature are the secondary source of data collection collected


from different national and international Journals, Magazines, books, websites,
government report, NSSO/special survey and newspaper, annual reports of
government organizations, bulletins, departmental journals, management books
and some collected from other sources.

This chapter provides analysis of applicable writings available in different


mediums upon which this dissertation builds. Research scholar studied various
books, articles, unpublished theses, working papers, journals, and collected the
information related to the topic like brand building strategy of Amul

A whole lot of research and surveys were already carried out for customer
satisfaction towards banking services both at national and international level.
Some of the previous related research studies are given below
Dr. S.P. Savitha , “A study on consumer preference towards ‘AMUL
PRODUCT’ in Madurai city”.
AMUL (Anand milk produced union limited) formed in 1946, is a dairy co-operative
movement in India. India largest food brand trusted Amul product for its quality and product
available at affordable price. Amul product enjoying No.1 position in dairy industry this
stand to further strength its position. This research is pretaining to find out the present
consumer satisfaction of Amul product. Amul product has a good reputation among the
consumers in Madurai. So it can be extended to supply rural area also.

Mohit Jamwal, Dr. Akhilesh Chandra Pandey ,“Consumer behaviour


towards cooperative milk societies:
A Study on measuring the customer satisfaction of` Aanchal’ milk (A Member milk union of
UDFC Ltd)”.The study on Consumer behaviour is the study of how individual make decision
to spend their available resources (time, money, effort) on consumption related items.
Customer satisfaction was measured across different attributes of the Ananchal milk and the
customer’s preference was checked across different parameters. This survey on the sale of
Ananchalmilk, it can be concluded that to evolve their production, marketing and pricing
strategies effectively.

Akhila D and Dr. C. Boopathi ,”Consumer behaviour on Aavin milk and


dairy products in Pollachi of Tamil Nadu”.
Tamilnadu state is one of the ten largest milk producing states in India. The aim of the study
is reveal consumer perception over Aavin milk products based on their age, education,
qualification and monthly income of the consumer’s family. Many people buy Aavinmilk for
its quality than the price. If the Aavin product is too high than other brands. The aavin take
necessary steps to satisfy their consumers.

Dr. P. Rengarajan, R. Sathya and R. Gothami ,”Buying behaviour of


selected branded milk products”.
Dairy products is one of the important thing used nowadays in urban and rural areas.
Although the country has emerged as the largest producer of milk in 90’s. Market size is
increasing day by day and the demand for that product is araising. So, the companies need a
proper distribution network for avaidability of product at demand.
Mrs. Sonali Dhawan ,”A study on consumer behaviour towards
various branded and non-branded milk with special reference to Jabalpur
district in Madhya Pradesh”.
Consumer behaviour can be defined as the behaviour that consumer display in searching for
purchasing, using, evaluating and disposing of products and services that they expect will
satisfy needs and wants. But there is a lack of awareness among the consumer about milk
they are consuming. The campaign has to be run by the companies how they pasteurized the
milk and how hygienic it is to use branded milk.

Mr Ankit Verma “Market Analysis of AMUL Products”


Amul dominat presence in the dairy foods market has led to Amul becoming a household
name.AMUL is one of the most successful business houses and other companies should learn
from amul how to do its business in a socially responsible manner .In fact amul uses only 1
percent of its turnover for promotions .This shows that it is not always necessary to spend
millions on promotion when you have creatively

Mr Jyoti Mokashi “The Systematic Study Of Amul Marketing Strategies”.


In the present research paper a relationship between the designs of an organization with its
operational efficiency indicators has been examined. It was found that these indicators play a
very important role in the success of the organization. The Amul brand position is captured
with efficient utilization of various marketing strategies.

Mr Adithya shastri “A marketing strategy& campaign case study”


Amul has been ranked No. 1 brand by Campaign Magazine in its list of Top 1000 brands of
Asia. From struggling with the exploitation of middlemen to being every Indian household’s
mandatory product, Amul has come a long way. 
By creating amazing strategies that could touch every Indian’s heart, Amul made its way
towards success. Subtle placements of ‘‘Amul Girl’ with current affairs and then posting the
same on every social media platform, Amul was able to create its strong presence in the
minds of the customers. 
It has been gathering the attention of a lot of customers with the help of digital marketing and
has adapted consumer-friendly strategies. Considering this current global pandemic situation,
we all should act realistic and choose the online mode to market our product.

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