A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS AMUL PRODUCT

REFERENCE WITH COIMBATORE CITY

Project Report submitted to Bharathiar University, Coimbatore – 641046

In partial fulfillment of the requirement for the

Award of the Degree of

BACHELOR OF BUSINESS ADMINISTRATION WITH COMPUTER

APPLICATION

Submitted by

MOHANDASS .S (Reg. No. 17BBA036)

Under the guidance of

D.Jaishankar MBA,M.COM CA,MSW,M.PHIL,PGDCA,(PH.D)

Assistant Professor

Department of Management

RATHINAM COLLEGE OF ARTS AND SCIENCE

(AUTONOMOUS)
(Re-Accredited by NAAC with ‘A’ Grade, Approved by AICTE and Recognized by UGC under
section 2f & 12B)
(Affiliated to Bharathiar University)
Rathinam Techzone, Pollachi Road, Eachanari, Coimbatore –641021
August - 2020

1
 CERTIFICATE

This is to certify that the project work entitled “A STUDY ON CONSUMER BUYING
BEHAVIOUR TOWARDS AMUL PRODUCT ” submitted to the Bharathiar University, in
partial fulfillment of the requirements for the award of the Degree of BACHELOR OF
BUSINESS ADMINISTRATION WITH COMPUTER APPLICATION is a record of original
project work done by MOHANDASS.S (Reg. No. 17BBA036) during the period 2019 – 2020 of
her study in the Department of Commerce, at Rathinam College of Arts and Science
(Autonomous) under my supervision and guidance and the project has not formed the basis for
the award of any degree other similar title to any candidate of any university.

Place:

Date

Signature of the Guide

Signature of the Head of the Department

Internal Examiner External Examiner

VIVA VOCE EXAMINATION HELD ON …………………

2
 DECLARATION

MOHANDASS.S (Reg. No. 17BBA036) hereby declare that the Project work entitled “A
STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS AMUL PRODUCT ”
submitted to the Bharathiar University, in partial fulfillment of the requirements for the award of
the Degree of BACHELOR OF BUSINESS ADMINISTRATIVE WITH COMPUTER
APPLICATION is a record of original project work done by me during 2019 – 2020 under the
supervision and guidance of R.JAISHANKAR MBA,M.COM CA,MSW,M.PHIL,(PH.D)
Assistant Professor, Department of Management, Rathinam College of Arts and Science
(Autonomous), Rathinam Techzone, Pollachi Road, Eachanari, Coimbatore-641 021.

MOHANDASS

Signature of the Candidate

3
 ACKNOWLEDGEMENT

I thank almighty, without whom grace; my work would not have been completed.

I take this opportunity to express my sense of gratitude to Dr. MADAN. A. SENDHIL, M.S.,
Ph.D., Chairman of Rathinam Group for permitting to do the project work.

I acknowledge my deep sense of gratitude to my CEO Prof. R.MANICKAM MCA., M.Phil.,

(Ph.D.) Rathinam College of Arts And Science (Autonomous) for having given me an opportunity
to get a practical experience beyond the bounce of theoretical knowledge through project work.

Words fall inadequate to express my sense of gratitude to our Principal Dr. R.

MURALIDHARAN., M.Sc., MCA., M.Phil., Ph.D Rathinam College of Arts And Science
(Autonomous) for having given me an opportunity to get a practical experience beyond the bounce
of theoretical knowledge through project work.

I heartily thank to Dr.S.Subhashini., AMIECE., MBA., Ph.D Head of the Department of

Management for giving an opportunity to undergo an project for my career development.

I would like to express my hearty thanks to our supervisor R.JAISHANKAR MBA,M.COM

CA,MSW,M.PHIL,PGDCA,(PH.D) Assistant Professor, Department of Management for his
valuable guidance and kind advice, encouragement and creative suggestion at every stage of this
project work.

I express my sincere thanks to our department faculties for their effort in guiding me in doing
this project.

I express my gratitude to my parents, friends and all other for their support to complete this
project.

4
 CONTENTS

CHAPTER NO DESCRIPTION PAGE NO

1. INTRODUCTION AND DESIGN OF THE STUDY 10

1.1INTRODUCTION OF THE STUDY 10

1.2 STATEMENT OF THE PROMBLEM 11

1.3 SCOPE OF THE STUDY 11

1.4 OBJECTIVES OF THE STUDY 11

1.5 RESEARCH DESIGN 11

1.6 METHODS & TOOLS OF DATA COLLECTION 12

1.7 SOURCE OF DATA 12

1.8 LIMITATION OF THE STUDY 12

2. REVIEW OF LITERATURE 17

3. PROFILE OF THE STUDY 21

4. ANALYSIS AND INTERPRETATION OF THE STUDY 22

5. FINDING, SUGGESTION AND CONCLUSION 58

5.1 FINDING 58

5.2 SUGGESTION 59

5.3 CONCLUSION 60

BIBLIOGRAPHY 61

APPENDIX 62

5
 LIST OF TABLES

PAGE
TABLE NO TITLE
NO

1 THE TABLE REPRESENTING THE AGEOF THE 22

RESPONDENTS

2 THE TABLE REPRESENTING THE GENDER OF THE 24

RESPONDENTS

3 THE TABLE REPRESENTING THE 26

EDUCATIONALQUALIFICATION OF THE
RESPONDENTS

4 THE TABLE REPRESENTING THE OCCUPATION OF 28

THE RESPONDENTS

5 THE TABLE REPRESENTING THE MONTHLY INCOME 30

OF THE RESPONDENTS

6 THE TABLE REPRESENTING THE HOW MANY 32

RESPONDENTS ARE BUYING ANY AMUL PRODUCT

7 THE TABLE REPRESENTING THE HOW LONG THE 34

RESPONDENTS ARE USE AMUL PRODUCT

8 THE TABLE REPRESENTING THE RESPONDENTS ARE 36

WHAT THEY LIKE IN AMUL PRODUCT

9 THE TABLE REPRESENTING THE WHICH KIND OF 38

PRODUCT RESPONDENTS BUY REGULARLY

6
10 THE TABLE REPRESENTING THE RESPONDENTS ARE 40
FEEL THA AMUL ICECREAM IS REALLY BEST WHEN
COMPARED TO VADILAL &KWALITY WALLS

11 THE TABLE REPRESENTIND THE HOW MANY 42

RESPONDENTS ARE VISITED THE AMUL
PARLOUR/STORE

12 THE TABLE REPRESENTING THE WHO SUGGEST TO 44

RESPONDENTS BUY A PRODUCT

13 THE TABLE REPRESENTING THE OPINION OF 46

RESPONDENTS ABOUT THE TASTE OF THE PRODUCT
IS GOOD

14 THE TABLE REPRESENTING THE RESPONDENTS WILL 48

CONTINUE THE BRAND IN FUTURE

15 THE TABLE REPRESENTING THE OPINION OF 50

RESPONDENTS WHOM DO YOU FEEL THE STRONG
COMPETITORS FOR AMUL PRODUCT

16 THE TABLE REPRESENTING RESPONDENTS ARE 52

SATISFIED THE QUALITY OF AMUL PRODUCT

17 THE TABLE REPRESENTING THE OPINION OF 54

RESPONDENTS ABOUT PERFORMANCE OF AMUL
PRODUCT
18 THE TABLE REPRESENTING THE OPINION OF 56
REPONDENTS ABOUT PRICE OF THE PRODUCT IS
HIGH/LOW WHEN COMPARED TO COMPETITORS
PRODUCT

7
 LIST OF CHARTS

CHART TITLE PAGE

N.O N.O
1 THE CHART REPRESENTING THE AGEOF THE 23
RESPONDENTS
2 THE CHART REPRESENTING THE GENDER OF THE 25
RESPONDENTS
3 THE CHART REPRESENTING THE 27
EDUCATIONALQUALIFICATION OF THE
RESPONDENTS
4 THE CHART REPRESENTING THE OCCUPATION OF 29
THE RESPONDENTS
5 THE CHART REPRESENTING THE MONTHLY INCOME 31
OF THE RESPONDENTS
6 THE CHART REPRESENTING THE HOW MANY 33
RESPONDENTS ARE BUYING ANY AMUL PRODUCT
7 THE CHART REPRESENTING THE HOW LONG THE 35
RESPONDENTS ARE USE AMUL PRODUCT
8 THE CHART REPRESENTING THE RESPONDENTS ARE 37
WHAT THEY LIKE IN AMUL PRODUCT
9 THE CHART REPRESENTING THE WHICH KIND OF 39
PRODUCT RESPONDENTS BUY REGULARLY
10 THE CHART REPRESENTING THE RESPONDENTS 41
ARE FEEL THA AMUL ICECREAM IS REALLY BEST
WHEN COMPARED TO VADILAL &KWALITY WALLS
11 THE CHART REPRESENTIND THE HOW MANY 43
RESPONDENTS ARE VISITED THE AMUL
PARLOUR/STORE
12 THE CHART REPRESENTING THE WHO SUGGEST TO 45
RESPONDENTS BUY A PRODUCT
13 THE CHART REPRESENTING THE OPINION OF 47
RESPONDENTS ABOUT THE TASTE OF THE PRODUCT
IS GOOD

8
14 THE CHART REPRESENTING THE RESPONDENTS 49
WILL CONTINUE THE BRAND IN FUTURE
15 THE CHART REPRESENTING RESPONDENTS ARE 51
SATISFIED THE QUALITY OF AMUL PRODUCT
16 THE CHART REPRESENTING RESPONDENTS ARE 53
SATISFIED THE QUALITY OF AMUL PRODUCT
17 THE CHART REPRESENTING THE OPINION OF 55
RESPONDENTS ABOUT PERFORMANCE OF AMUL
PRODUCT
18 THE CHART REPRESENTING THE OPINION OF 57
REPONDENTS ABOUT PRICE OF THE PRODUCT IS
HIGH/LOW WHEN COMPARED TO COMPETITORS
PRODUCT

9
 CHAPTER 1

Introduction of the study

Introduction:
Consumer buying behaviour is the sum total of a consumer's attitudes, preferences, intentions,
and decisions regarding the consumer's behaviour in the market place when purchasing a product
or service. The study of consumer behaviour draws upon social science disciplines of
anthropology, psychology, sociology, and economics.

Consumer buying behaviour is broadlystudied field.It lets the companies understand how
consumer decides about buying their product or acquiring services. Marketing managers are
always interested to know more about consumers’ behaviour so they can prepare better
communication and advertising campaigns and messages about their products and services.
which derive them to this decision. Usually the factors affecting consumer buying behaviour
include psychological, social, cultural and Buying the new home cleaning service involves
in its decision-making process. This thesis is about studying which factors of social, cultural,
personal or psychological characteristics has the most effect on consumer decision making
process when selecting home cleaning service company.

The research work is carried out to highlight the important elements for customers in the
household and let the service provider understand overall picture of customer behaviour
towards the Amul company with the help of understanding the factors affecting consumer
behaviour for choosing a certain service provider. Better understanding of consumer
behaviour would let the marketers make the service structure as desired and attractive for the
household customer and maintain business activities according to customer demands. This
research work would let the customer record their voice in understanding the companies
what kind of service do they want which can improve their life quality with the tailored
services by the service provider.

10
Statement of the problem:
The main challenge for marketers is to create the consumer’s loyalty by quality, freshness,
odor and taste. In India, dairy industries has a rapid growing a flourishing in FMCG Product.
Marketers are necessary to know the consumer’s response towards their own brand milk and
milk products of its availability, acceptance and affordability. It is always a superior challenge
for the companies to calculate the consumer buying behaviour towards Amul products. The
present study tries to identify the various factors that lending to the consumers buying behaviour
towards Amul product.

Scope of the study:

Amul product is one of the important products which is used all over the world. Consumer
buying behaviour is an important element in the marketing activity. This study is used to
calculate various opinions of the consumers who is using Amul products. This shows the
purchasing level of the product. The company can come to know about the strength and
weakness of the product. This will help to know the needs and wants of every individual in the
day to day life.

Objectives of the Study:

1. To study the customer preference towards Amul product.
2. To find out the socio-economic status of the consumers who is utilising Amul products.
3. To ascertain the factors influencing the purchase of Amul products.

Research Design:
Sample Technique:
A Convenient Sampling technique tool was adopted for data collection.

Sample Size:
Sample Size is taken in this 100.

Tools for Analysis:

The Various Tools are use for analysis the data by
 Percentage
 Chart
 Graph

11
Methods & Tool of Data Collection:

 Questionnaire Method
 Interview Method

Source of Data:

 Primary Data: It is refer to the first hand data gathered by researchers himself.
 Secondary Data: Its means the data is already available and collected by someone in
earlier.

Limitation of the study:

 Limited time available for interviewing the respondents.As a result of this is

not possible to gather full information about the respondents.
 The respondent were not very comfortable while revealing their correct
usage pattern
 Non-cooperative appoarch and rude behavior of the respondents.
 Language barrier.
 The time constraint was a major limitation.

12
 Amul

Type Cooperative society

Industry Dairy/fast-moving consumer

good (FMCG)

Founded 1946; 74 years ago

Founder Tribhuvandas Patel

Headquarters Anand, Gujarat, India

Area served Worldwide

Key people Rupinder Singh

Sodhi (Managing Director)

Revenue �38,000
crore (US$5.3 billion) (2018-
19 )

13
 Number of 752 (Marketing Arm)
employees 3.6 million (Milk producing
members)

Website www.amul.com/

Amul is an Indian cooperative dairy company, based at Anand in the state of Gujarat. Formed
in 1956, it is a cooperative 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.
Amul was spearheaded by Tribhuvandas Patel under the guidance of Sardar Vallabhbhai Patel.
As a result, Kaira District Milk Union Limited was born in 1946. Tribhuvandas became the
founding chairman of the organization and led it until his death. He hired Dr. Verghese Kurien in
1949. He convinced Dr. Kurien to stay and help with the mission.

Kurien, founder-chairman of the GCMMF for more than 30 years (1973–2006), is credited with
the success of Amul's marketing. Amul has ventured into markets overseas.

UHT products and impact Edit:

Over the years, Amul has been witnessing growth in this portfolio, with the segment growing at
53%. Long life UHT products for urban populations, like Amul Taaza, which are packed in Tetra
Pak cartons undergo UHT treatment to remove all harmful micro-organisms while retaining the
nutrition in the milk. Amul sells around 4,00,000-5,00,000 litres of UHT milk and other value
added products per day and forecasts this demand to continue growing at 25%. The UHT
products have enabled Amul to position itself as the market leader in packaged milk segment
without the need of maintaining cold supply chains.

List of amul product:

Breadspreads
* Amul Butter
* Amul Lite Low Fat Breadspread
* Amul Cooking Butter
* Delicious Margarine

Pure Ghee
* Amul Pure Ghee
* Sagar Pure Ghee
* Amul Cow Ghee

14
Milk Powders
* Amul Full Cream Milk Powder
* Amulya Dairy Whitener
* Sagar Skimmed Milk Powder
* Sagar Tea and Coffee Whitener

weetened Condensed Milk

* Amul Mithaimate

weets
* Amul Shrikhand & Amrakhand
* Amul Mithaee Khoya Gulabjamaun
* Amul Basundi

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

Curd Products
* Yog Sweetened Flavoured Dahi (Dessert)
* Amul Masti Dahi (fresh curd)
* Amul Lite Dahi
* Amul Prolife probiotic Dahi
* Amul Masti Spiced Butter Milk
* Amul Lassee

Amul Icecreams
* Vanilla Royale
* Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi)
* Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted Almond)
* Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black Currant,
Santra Mantra, Fresh Pineapple)
* Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae)
* Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite,
Cassatta)
* Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic)
* Amul SUGAR FREE Frozen Foods (Milk Based Sweet)
* Amul ProLife Probiotic Ice cream

Chocolate & Confectionery

* Amul Milk Chocolate
* Amul Fruit & Nut Chocolate

15
* Amul Bindazz
* Amul Rejoice

Brown Beverage
* Nutramul Malted Milk Food

Milk Drink
* Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate,
Butterscotch)
* Amul Kool Cafe
* Amul Kool Koko

Health Beverage
* Amul Shakti White Milk Food

16
 CHAPTER 2

REVIEW OF LITERATURE

Heyman M et al. (2006), Lactose intolerance is a clinical syndrome that occurs, when the
inability to digest lactose results in gastrointestinal symptoms. It is estimated that around 70% of
the world’s population are lactose intolerant or deficient.

AK Chauhan, KK Kalra, Raj Vir Singh and BB Raina (2006). It has been observed that all
the products, except the double-toned milk are being produced above the recommended
breakeven level. A comparison of unit manufacturing cost with unit price received by the plant
for different products has revealed that ice- cream manufacturing has been the most profitable
proposition among different dairy products, and standardized milk has provided the maximum
profit margin among the milk pouches manufactured during the study period, 2000-01.
Rangasamy and Dhaka (2008) undertook a comparative on marketing efficiency of Dairy
Products for Co-operative and Private Dairy Plants in Tamil Nadu. Their study aimed at
comparing the marketing of milk and milk products by dairy plants of cooperative and private
sectors in Tamil Nadu. It was found that the marketing cost for toned milk was same in both the
dairy plants, whereas it was higher for other milk in the cooperative dairy plant. All the dairy
products earn more marketing margins in the private than cooperative dairy plant, except for
toned milk. Hence, the marketing efficiency of cooperative dairy plant for all dairy products has
been observed relatively less than that of private dairy plant, except toned milk. The study also
found that value addition in dairy products should be done without compromising the quality and
consumer-oriented market research and development should be accorded greater attention.
Perino A et al. (2009), Lactose malabsorption is a very common condition
characterized by intestinal lactase deficiency. Primary lactose malabsorption is an inherited
deficit present in the majority of the world's population, while secondary hypolactasia can be the
consequence of an intestinal disease. The presence of malabsorbed lactose in the colonic lumen
may cause gastrointestinal symptoms. This condition is known as lactose intolerance. Lactase
non-persistence is the ancestral state, whilst two single nucleotide polymorphisms in the lactase
gene have been associated with lactase persistence. These are C/T 13910 and G/A 22018
substitutions. Lactase persistence, this Mendelian dominant trait, only became advantageous
after the invention of agriculture, when milk from domesticated animals became available for
adults to drink. Lactase persistence is then strongly correlated with the diary history of the
population. Diagnosis is assessed clinically by elimination of dietary lactose or, better, by non-
invasive tests including hydrogen breath test and genetic test. In patients with lactase non-
persistence, treatment should be considered exclusively if intolerance symptoms are present. In
the absence of guidelines, the common therapeutic approach tends to exclude milk and dairy
products from the diet. However, this strategy may have serious nutritional disadvantages.
Several studies have been carried out to find alternative approaches, such as exogenous beta-
galactosidase, yogurt and probiotics for their bacterial lactase activity, strategies that can prolong

17
contact time between enzyme and substrate delaying gastrointestinal transit time, and chronic
lactose ingestion to enhance colonic adaptation.

Rubaina (2010) conducted a research on the customer preference towards dairy products.
The study made an attempt to identify the customer’s preference towards dairy products and to
know about the factors which influence the selection of different brands of dairy products. The
study revealed that the company should make survey to know the expectations of the consumers
and produce that product in the manner so as to attract more customers towards their brand and
advertisement can be done through mass media to increase sales and to educate customers about
the product.

Boyce JA et al. (2010), People have lactose intolerance when lactase deficiency and
lactose malabsorption cause digestive symptoms. Most people with lactose intolerance can eat or
drink some amount of lactose without having digestive symptoms. Individuals vary in the
amount of lactose they can tolerate. People sometimes confuse lactose intolerance with a milk
allergy. While lactose intolerance is a digestive system disorder, a milk allergy is a reaction by
the body’s immune system to one or more milk proteins. An allergic reaction to milk can be life
threatening even if the person eats or drinks only a small amount of milk or milk product. A milk
allergy most commonly occurs in the first year of life, while lactose intolerance occurs more
often during adolescence or adulthood.

Suchy FJ & Brannon PM et al. (2010), Ensuring that children and adults with lactose
intolerance get enough calcium is important, especially if their intake of milk and milk products
is limited. The amount of calcium a person needs to maintain good health varies by age.

Jaana Auramo, Kari Tanskanen and Johanna Smaros (2010). This paper illustrate how
new service concepts in which product suppliers get more involved in their customers’
operations enable suppliers to arrange their own supply chains more efficiently, while
simultaneously providing better service to the customer.

Dr Ruchira Prasad and Dr Rupali Satsangi (2013). Looking back at the path traversed by
AMUL, the features make it a pattern and model for emulation elsewhere are: Producing an
appropriate blend of the policy makers, farmers board of management and the professionals,
bringing the best of the technology to rural producers, providing a support system to the milk
producers without their agro- economic system and plugging back the profits, by prudent use of
men, material and machines.

S Ayyappa Naik Nenavath (2013). In order to satisfy the needs of all customers to get
the products timely, additional arrangements have to be made by the Sangam dairy such as
keeping the outlets open for additional time. Unlike the complaining cells are set up at the
factory office and gates, the grievances cells have to install at important places in the towns so as
to facilitate the redresssal of the grievances of milk customers at a quicker phase.

Barram Aldeseit (2013). Data Envelopment Analysis (DEA) technique estimation of scale
efficiency scores showed that on average the majority of Jordanian dairy farmers during the

18
study reference period were not operating at maximum scale efficiency and have a marked
potential to improve.

Rajeev Kumar, Dr Raj Kiran Prabhakar (2013). Despite being the one of the largest milk
producing countries in the world, India accounts for a negligible share in the worldwide dairy
trade. The ever-increasing rise in domestic demand for dairy products and a large demand-supply
gap could lead India to be a net importer of dairy products in the near future.

Agatha Popescu (2014). Material cost and labor cost represent the most important cost
item in total milk production cost. They are closely correlated with income from marketed milk.
For the same level of labor cost in dairy farms, material cost has a negative influence on income.
In the dairy farms where material cost is similar and constant, labor cost is deeply correlated with
income coming from marketed milk.

Modi A, Prajapat R (2014). The competition and quality aspect limited the profitability of
the milk dairy plant. The milk dairy processes are fast growing business but high energy cost is a
serious problem. In the current scenario to understand the problems related to high energy
consumption of the milk processing and to suggest methods for their active reduction with the
help of different approaches needed proper management of the all processes used in the plant.

M Subhuraj, T Ramesh Babu, B Suresh Subramonian (2015 Based on the research work
carried out on dairy supply chain in Tamil Nadu, India, there are five areas of focus. They are,
Creation of Special dairy zone, Implementing dynamic milk procurement method, strengthening
cooperative societies, creations of feed bank increasing fodder productivity, Integrated animal
health plan and information technology.

Anil Chand, Vivek Swami, Dr Jaimini Tipnis (2015). During next few years till 2030 the
demand of dairy products is expected to grow at a rate of 9%-12% and industry at a rate of 4-5%.
Clearly Indian industry will struggle to maintain 100% self- sufficiency due to huge local
demand, between 160 to 170 Million Tonnes of milk at would be required by 2030.

M A Deshmukh, SS Chopde, SD Kalyankar, VD Kele (2015). Most computerized systems

are capable of generating accurate and detailed documentation of dairy processing under
computer control. What is important is that the computer generated records contain all of the
information required by the system. The use of computerized systems within the dairy industry
continues to increase.

Bhagyashree S Kunte, Prof Sanjay Patankar (2015). The Common findings of majority of
the 14 research papers were as follows: Small herd size. The herd size on an average is found to
be below 10-15 animals. Dairy farming is still in the form of a source of livelihood and not
commercialised.

19
 Nagapani in his study on the marketing aspects with special reference to Coimbatore
district co-operative milk producer union limited made an attempt to identify the reasons for low
procurement of milk and to know about the demand in that area. The study found that the reason
for low procurement in the areas of shanmugapuram and sultanpet chilling centers was due to the
competition in procurement from private dairies. The sale of milk in 500 ml sachet was found to
be high among the available size of sachets.

20
 CHAPTER 3

PROFILE OF THE STUDY

Over six decades ago the life of a farmer in Kaira was very much like that of farmers anywhere
else in India. This income was derived almost entirely from seasonal crops. Many poor farmers
faced starvation during off-seasons. Their income from milch buffaloes was undependable. The
milk marketing system was controlled by contractors and middlemen. As milk is perishable,
farmers were compelled to sell their milk for whatever they were offered. Often they had to sell
cream and ghee at a throwaway price.

They were in general illiterate. But they could see that the system under which contractors could
buy their produce at a low price and arrange to sell it at huge profits was just not fair. This
became more noticeable when the Government of Bombay started the Bombay Milk Scheme in
1945. Milk had to be transported 427 kilometers, from Anand to Bombay. This could be done
only if milk was pasteurized in Anand.

After preliminary trials, the Government of Bombay entered into an agreement with Polsons
Limited to supply milk from Anand to Bombay on a regular basis. The arrangement was highly
satisfactory to all concerned- except the farmers. The government found it profitable, Polsons
kept a good margin. Milk contractors took the biggest cut. No one had taken the trouble to fix the
price of milk to be paid to the producers. Thus under the Bombay Milk Scheme the farmers of
Kaira District were no better off than ever before. They were still at the mercy of milk
contractors. They had to sell their milk at a price the contractors fixed. The discontent of the
farmers grew. They went in deputation to Sardar Patel, who had advocated farmers' co-
operatives as early as 1942.

Sardar Patel reiterated his advice that they should market their milk through a cooperative
society of their own. This co-operative should have its own pasteurization plant. His advice was
that the farmers should demand permission to set up such a co-operative. If their demand was
rejected, they should refuse to sell their milk to middlemen.

Sardar Patel pointed out that in undertaking such a strike there would be some losses to the
farmers as they would not be able to sell their milk for some time. If they were prepared to put
up with the loss, he was prepared to lead them. The farmers' deputation readily accepted his
proposal.

Sardar then sent his trusted deputy. Mr. Morarjibhai Desai to Kaira district to organise the milk
co-operative and a milk strike if necessary Mr. Desai held a meeting in Samarkha village on
January 4, 1946. It was resolved that milk producers' co-operative societies should be organized
in each village of Kaira District to collect milk from their member farmers. All the milk societies
would federate into a Union which would own milk processing facilities. The Government [60]
should undertake to buy milk from the Union. if this was not done, the farmers would refuse to
sell milk to any milk contractor in Kaira District.

21
 CHAPTER 4

ANALYSIS AND INTERPRETATION OF THE STUDY

AGE

Age

Cumulative
Frequency Percent Valid Percent Percent

Valid below20 64 64.0 64.0 64.0

20-30 32 32.0 32.0 96.0

30-40 3 3.0 3.0 99.0

above 40 1 1.0 1.0 100.0

Total 100 100.0 100.0

TABLE NO: 1

INTERPRETATION
 64.0% of respondents are in the age of below 20.
 32.0% of respondents are in the age of 20-30.
 3.0% of respondents are in the age of 30-40.
 1.0% 0f respondents are in the age of above 40.

22
CHART NO: 1

23
GENDER

Gender

Cumulative
Frequency Percent Valid Percent Percent

Valid Male 77 77.0 77.0 77.0

Female 23 23.0 23.0 100.0

Total 100 100.0 100.0

TABLE NO: 2

INTERPRETATION
 77.0% of respondent are Male.
 23.0% of respondent are Female.

24
CHART NO: 2

25
EDUCATIONAL QUALIFICATION:

Educational qualification

Cumulative
Frequency Percent Valid Percent Percent

Valid HSC 20 20.0 20.0 20.0

UG 66 66.0 66.0 86.0

PG 3 3.0 3.0 89.0

Proessional 11 11.0 11.0 100.0

Total 100 100.0 100.0

TABLE NO: 3

INTERPRETATION
 20.0% of respondent are HSC.
 66.0% of respondents are UG.
 3.0% of respondent are PG.
 11.0% of respondent are professional.

26
CHART NO: 3

27
OCCUPATION

Occupation

Cumulative
Frequency Percent Valid Percent Percent

Valid Student 89 89.0 89.0 89.0

private employee 8 8.0 8.0 97.0

Unemployed 3 3.0 3.0 100.0

Total 100 100.0 100.0

TABLE NO: 4

INTERPRETATION
 89.0% of respondents are student.
 8.0% of respondents are private employee.
 3.0% of respondents are unemployed.

28
CHART NO: 4

29
INCOME

Income

Cumulative
Frequency Percent Valid Percent Percent

Valid below 10,000 77 77.0 77.0 77.0

10,000-20,000 13 13.0 13.0 90.0

20,000-30,000 4 4.0 4.0 94.0

above 30,000 6 6.0 6.0 100.0

Total 100 100.0 100.0

TABLE NO: 5

INTERPRETATION
 77.0% of respondents are below 10,000.
 13.0% of respondents are 10,000-20,000.
 4.0% of respondents are 20,000-30,000.
 6.0% of respondents are above 30,000.

30
CHART NO: 5

31
DO YOU BUY ANY KIND OF AMUL PRODUCT

Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 55 55.0 55.0 55.0

No 10 10.0 10.0 65.0

Maybe 35 35.0 35.0 100.0

Total 100 100.0 100.0

TABLE NO: 6

INTERPRETATION
 55.0% of respondents are say Yes.
 10.0% of respondents are say No.
 35.0% of respondents are say Maybe.

32
CHART NO: 6

33
HOW LONG YOU USE AMUL PRODUCT

Cumulative
Frequency Percent Valid Percent Percent

Valid 1-3 months 66 66.0 66.0 66.0

3-5 months 5 5.0 5.0 71.0

5-9 months 3 3.0 3.0 74.0

above 1year 26 26.0 26.0 100.0

Total 100 100.0 100.0

TABLE NO: 7

INTERPRETATION
 66.0% of respondents are use the amul product 1-3 months.
 5.0% of respondents are use the amul product 3-5 months.
 3.0% of respondents are use the amul product 5-9 months.
 26.0% of respondents are use the amul product above 1 year.

34
CHART NO: 7

35
IN AMUL PRODUCT YOU LIKE

In amul product you like

Cumulative
Frequency Percent Valid Percent Percent

Valid Price 18 18.0 18.0 18.0

Quality 19 19.0 19.0 37.0

Taste 53 53.0 53.0 90.0

freshness 10 10.0 10.0 100.0

Total 100 100.0 100.0

TABLE NO: 8

INTERPRETATION
 18.0% of respondents are like the price in amul product.
 19.0% of respondents are like the Quality in amul product.
 53.0% of respondents are like the Taste in amul product.
 10.0% of respondents are like the Freshness on amul product.

36
CHART NO: 8

37
WHICH KIND OF PRODUCT YOU BUY REGULARLY

Which kind of product you buy regularly

Cumulative
Frequency Percent Valid Percent Percent

Valid amul icecream 57 57.0 57.0 57.0

amul milk powder 28 28.0 28.0 85.0

amul butter 10 10.0 10.0 95.0

amul cheese 5 5.0 5.0 100.0

Total 100 100.0 100.0

TABLE N0: 9

INTERPRETATION
 57.0% of respondents are buy amul icecream.
 28.0% pf respondents are buy amul milk powder.
 10.0% of respondents are buy amul butter.
 5.0% of respondents are buy amul cheese.

38
CHART NO: 9

39
AMUL ICECREAM IS REALLY BEST COMPARED WITH VADILAL & KWALITY
WALLS

Amul icecream is really best compred in vadilal & kwality walls

Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 81 81.0 81.0 81.0

No 19 19.0 19.0 100.0

Total 100 100.0 100.0

TABLE NO: 10

INTERPRETATION
 81.0% of respondents areYes.
 19.0% of respondents are No.

40
CHART NO: 10

41
HAVE YOU VISITED ANY AMUL PARLOUR\STORE

Have you visited any amul parlour/store

Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 51 51.0 51.0 51.0

No 49 49.0 49.0 100.0

Total 100 100.0 100.0

TABLE NO: 11

INTERPRETATION
 51.0% of respondents are visited the amul parlour/store.
 49.0% of respondents are don’t visited the amul parlour/store.

42
CHART NO: 11

43
WHO SUGGEST TO YOU BUY AMUL PRODUCT

Who suggest to you buy amul product

Cumulative
Frequency Percent Valid Percent Percent

Valid Friends 66 66.0 66.0 66.0

Relatives 16 16.0 16.0 82.0

neighbors 5 5.0 5.0 87.0

third party 13 13.0 13.0 100.0

Total 100 100.0 100.0

TABLE NO: 12

INTERPRETATION
 66.0% of respondents are suggested by Friends.
 16.0% of respondents are suggested by Relatives.
 5.0% of respondents are suggested by Neighbors.
 13.0% of respondents are suggested by Third party.

44
CHART NO: 12

45
THE TASTE OF THE AMUL PRODUCT IS GOOD

The taste of the product is good

Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 98 98.0 98.0 98.0

No 2 2.0 2.0 100.0

Total 100 100.0 100.0

TABLE NO: 13

INTERPRETATION
 98.0% of respondents are like the taste of amul product.
 2.0% of respondents are don’t like the taste of amul product.

46
CHART NO: 13

47
WILL YOU CONTINUE THE BRAND IN FUTURE

Will you continue the brand in future

Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 89 89.0 89.0 89.0

No 11 11.0 11.0 100.0

Total 100 100.0 100.0

TABLE NO: 14

INTERPRETATION
 89.0% of respondent are continue the brand in future.
 11.0% of respondents are don’t continue the brand in future.

48
CHART NO: 14

49
WHOM DO YOU FEEL IS THE STRONG COMPETITORS FOR AMUL PRODUCT

Whom do you feel strong competitors for amul

Cumulative
Frequency Percent Valid Percent Percent

Valid Nestle 62 62.0 62.0 62.0

Britannia 9 9.0 9.0 71.0

Cadbury 21 21.0 21.0 92.0

mother dairy 8 8.0 8.0 100.0

Total 100 100.0 100.0

TABLE NO: 15

INTERPRETATION
 62.0% of respondents are feel Nestle is strong competitors for amul.
 9.0% of respondents are feel Britannia is strong competitors for amul.
 21.0% of respondents are feel Cadbury is strong competitors for amul.
 8.0% of respondents are feel Mother dairy is strong competitors for amul.

50
CHART NO: 15

51
ARE YOU SATISFIED WITH THE QUALITY OF AMUL PRODUCT

Are you satisfied with the quality of amul product

Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 65 65.0 65.0 65.0

No 4 4.0 4.0 69.0

Maybe 31 31.0 31.0 100.0

Total 100 100.0 100.0

TABLE NO: 16

INTERPRETATION
 65.0% of respondents are satisfied the quality of amul product.
 4.0% of respondents are not satisfied the quality of amul product.
 31.0% of respondents are maybe satisfied the quality of amul product.

52
CHART NO: 16

53
WHAT IS YOUR OPINION ABOUT PERFORMANCE OF AMUL PRODUCT

What is your opinion about performance of amul product

Cumulative
Frequency Percent Valid Percent Percent

Valid Excellent 25 25.0 25.0 25.0

Good 64 64.0 64.0 89.0

Average 11 11.0 11.0 100.0

Total 100 100.0 100.0

TABLE NO: 17

INTERPRETATION
 25.0% of respondents say the performance of amul product is Excellent.
 64.0% of respondents say the performance of amul product is Good.
 11.0% of respondents say the performance of amul product is Average.

54
CHART NO: 17

55
DO YOU THINK THE PRICE OF THE PRODUCT IS HIGH/LOW COMPARED TO
COMPETITORS PRODUCT

Price of the product is high/low compared to competitor product

Cumulative
Frequency Percent Valid Percent Percent

Valid strongly agree 27 27.0 27.0 27.0

Agree 67 67.0 67.0 94.0

strongly disagree 3 3.0 3.0 97.0

Disagree 3 3.0 3.0 100.0

Total 100 100.0 100.0

TABLE NO: 18

INTERPRETATION
 27.0% of respondents are Strongly agree for the price of the product is high/low to
competitors product.
 67.0% of respondents are Agree for the price of the product is high/low to competitors
product.
 3.0% of respondents are Strongly disagree for the price of the product is high/low to
competitors product.
 3.0% of respondents are Disagree the price of the product is high/low to competitors
product.

56
CHART NO: 18

57
 CHAPTER 5

FINDING,SUGGESTION AND CONCLUSION OF THE STUDY

5.1 FINDING

 Majority (64%) of the respondents age group of below 20.

 Majority (77%) of the respondents are Male.
 Majority (66%) of the respondents are studying UG.
 Majority (89%) of the respondents are student.
 Majority (77%) of the respondents income level is below 10,000.
 Majorty ( 55%) of the respondents are buying the amul product.
 Majority (66%) of the respondents are use amul product in 1-3 months.
 Majority (53%) of the respondents are like the taste in amul product.
 Majority (57%) of the respondents are mostly buy the amul icecream.
 Majority (81%) of the respondents are say amul ice cream is best compared to vadilal &
kwality wall.
 Majority (51%) of the respondents are visited the amul parlour/store.
 Majority (66%) of the respondents are suggested by friends to buy amul product.
 Majority (98%) of the respondents are say the taste of amul product is good.
 Majority (89%) of the respondents are continue brand in future.
 Majority (62%) of the respondents are say Nestle is the strong competitors for amul.
 Majority (65%) of the respondents are satisfied with the quality of amul product.
 Majority (64%) of the respondents are say the performance of amul product is good.
 Majority (67%) of the respondents are agree the price of the product is high/low
compared to competitors product.

58
 5.2 SUGGESTION

 Few of the respondents are satisfied with the taste of amul product .so it should
concentrate on improving their taste by adding some more Ingredients and flavours.
 Most of the respondents are buying amul icecream and milk powder. So it should
motivated to buy other product also.
 All the customer are not one and same. There are different types of customer and each
and every customer has different needs.
 The study of consumer buying behaviour tell us what the customers wants to buy, where
he wants to buy, how much he wants to buy, where he prefers to buy and how much
quantity he prefers to buy. It is important to attract consumer to who buy in bulk quantity
on different occasions.
 Today amul milk product such as milk, butter milk, curd and Ghee are essential on the
occasions such as religious, functions and ceremonies etc.

59
5.3 CONCLUSION

As per the study done towards the Amul product the consumption of amul product are
high when compared to other product.The buying behaviour is positive which reveals that
the buying behaviour of the consumer is high.The promotional strategies of the product
can be improved to increase the sale of the company as much .Thus the project conclude
that the buying behaviour of the consumer is positive.so the product has a good reach in
coimbatorecity.

The consumer change their behaviour frequently on the basis of new trend and
fashion.They well know their needs and wants , so gather information about product and
also compare the price, quality, taste and freshness.

If the consumer are not satisfied they shift to other brands. However the data shows the
consumer buy the amul product for its quality and taste. Many respondents feel the price
of the amul product is too too high than other brands.If the amul take necessary steps to
satisfy their consumer.

60
 BIBLIOGRAPHY

 www.amul.com
 www.indiadairy.com
 www.marketresearch.com
 www.dairy.com
 www.wikipedia.com

61
 APPENDIX

A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS AMUL PRODUCT

REFERENCE WITH COIMBATORE CITY

1. Name:

2. Age

1) below 20 2) 20-30 3) 30-40 4) above 40

3. Gender
1) Male 2) Female

4. Educational Qualifications

1) HSC 2) UG 3) PG 4) Professional

5. Occupation

1) Student 2) private employee 3) Government employee 4) Unemployed

6. Monthly Income

1) Below 10,000 2) 10,000 – 20,000 3) 20,000 – 30,000 4) above 30,000

7. Family Type

1) Joint family 2) Nuclear family

8. Do you buy any kind of amul product?

1) Yes 2) No 3) Maybe

9. How long you use amul product?

1) 1-3 months 2) 3- months 3) 5-9 months 4) above 1 year

62
10. In amul product you like?

1) Price 2) Quality 3) Taste 4) Freshness

11. Which kind of product you buy regularly?

1) Amul ice cream 2) Amul milk powder 3) Amul Butter 4) Amul Cheese

12. Do you feel amul Icecream is really best when compared to vadilal & kwality walls?

1) Yes 2) No

13. Have you visit any amul parlour/store?

1) Yes 2) No

14. Who Suggest to you buy amul product?

1) Friends 2) Relatives 3) Neighbors 4) Third party

15. The taste of amul product is good?

1) Yes 2) No

16. Will you continue the brand in future?

1) Yes 2) No

17. Whom do you feel strong competitor for amul product?

1) Nestle 2) Britannia 3) Cadbury 4) Mother’s Dairy

18. Are you satisfied with the Quality of amul product?

1) Yes 2) No 3) Maybe

19. What is your opinion about performance of amul product?

1) Excellent 2) Good 3) Average 4) Poor

20. Do you think the price of product is high/ low when compared to competitors product?

1) Strongly agree 2) Agree 3) Strongly disagree Disagree

63
64