Project Report of Amul On What The Customer Prefer

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project Report of amul on what the customer prefer
Business to business (Sathyabama Institute of Science and Technology)
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A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS

AMUL PRODUCTS IN CHENNAI
Submitted in partial fulfilment of the requirement for the award of

MASTER OF BUSINESS ADMINISTRATION
YADESH B
(40410202)
DEPARTMENT OF BUSINESS ADMINISTRATION

SCHOOL OF MANAGEMENT STUDIES
SATHYABAMA INSTITUTE OF SCIENCE AND TECHNOLOGY

(DEEMED TO BE UNIVERSITY)
Accredited with Grade “A” by NAAC I 12B Status by UGC I Approved by AICTE
Jeppiaar Nagar, RAJIV GANDHI SALAI, CHENNAI - 600 119
NOVEMBER 2021

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SATHYABAMA
INSTITUTE OF SCIENCE AND TECHNOLOGY
(DEEMED TO BE UNIVERSITY)
Accredited with “A” grade by NAAC I 12B Status by UGC I Approved by AICTE
Jeppiaar Nagar, Rajiv Gandhi Salai, Chennai – 600119
www.sathyabama.ac.in
SCHOOL OF MANAGEMENT STUDIES
BONAFIDE CERTIFICATE
This is to certify that this Project Report is the bonafide work of YADESH B (40410202)
who carried out the project entitled “A STUDY ON CONSUMER BUYING BEHAVIOUR
TOWARDS AMUL PRODUCTS IN CHENNAI” under my supervision from September
2021 to October 2021
Dr. ILANKADHIR M
Internal guide
Dr. BHUVANESWARI .G
Dean – School of Management Studies
Submitted for Viva voce Examination held on_____________________
Internal Examiner

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DECLARATION
I YADESH B (40410202) hereby declare that project Report entitled “A STUDY ON CONSUMER
BUYING BEHAVIOUR TOWARDS AMUL PRODUCTS IN CHENNAI ” done by me under
the guidance of Dr. ILANKADHIR M at Sathyabama institute of Science and technology is
submitted in partial fulfillment of the requirement for the award of master of business administration
degree.
DATE:
PLACE: YADESH B

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ACKNOWLEDGEMENT
I am pleased to acknowledge my sincere thanks to Board of Management of SATHYABAMA for

their kind encouragement in doing this project and for completing it successfully. I am grateful to them.
I convey my thanks to Dr. G. Bhuvaneswari M.B.A., Ph.D., Dean – School of Management Studies
and Dr. A. Palani M.Com., M.Phil., M.B.A., Ph.D., Head of the Department studies for providing me
necessary support and details at the right time during the progressive reviews.
I would like to express my sincere and deep sense of gratitude to my Project Guide Dr.
ILANKADHIR M. for her guidance, suggestions and constant encouragement paved way for the
successful completion of my project work..
I wish to express my thanks to all teaching and non-teachng staff members of the department of
management studies who were helpful in many ways for the complete of the project.
YADESH B

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ABSTRACT
This article examines the consumer buying behaviour towards amul products chennai city. A
convenient sampling technique tool was adopted for data collection. Sample size taken in
this is 75 consumers. The data is collected through questionnaire. The buying behaviour is
positive which reveals that the buying behaviour of the consumers is high. 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. . 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. The research work is carried
out to highlight the important elements for customers in the household and let the 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 tasty and
quality.

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TABLE OF CONTENTS
CHAPTER NO. TITLE PAGE NO

ABSTRACT I
LIST OF TABLES 1
LIST OF CHARTS 2
1 INTRODUCTION 3
1.1 Introduction 3
1.2 HISTORY 4
1.3 PRODUCT PROFILE 6
2 REVIEW OF LITERATURE 8
3 RESEARCH METHODOLOGY 9
3.1 SCOPE OF THE 10
STUDY
3.2 OBJECTIVES OF THE 10
SUDY
3.3Limitations of the study 10
3.4 NEED FOR THE 11
STUDY
3.5 Research Design 11
3.6 Sampling Technique 11
3.6 Sources of Data 11
3.7Structure of Questionnaire 12
3.8 Sample Size 12
3.9 Period of Study 12
3.10 Hypothesis/ Analytical Tools 29
4 DATA ANALYSIS AND 13
INTERPRETATION
4.1 Percentage analysis 13
5 FINDINGS, SUGGESTIONS 32
AND CONCLUSION
5.1 Findings of the Study 32
5.2 Suggestions 33
5.3 Conclusions 34
REFERENCES
BIBLIOGRAPHY 35
APPENDIX – 1 35

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LIST OF TABLES
TABLE NO. TITLE PAGE NO

4.1 TABLE SHOWING AGE OF RESPONDENTS 12
4.2 TABLE SHOWING GENDER OF RESPONDENTS 13
4.3 TABLE SHOWING DO YOU KNOW ABOUT AMUL 14
PRODUCT
4.4 TABLE SHOWING DO YOU BUYING OF MILK IN AMUL 15

BRAND
4.5 TABLE SHOWING WHICH OF THE AMUL PRODUCT 16

DO YOU CONSUME
4.6 TABLE SHOWING IN THE PLACE OF PURCHASE 17

AMUL PRODUCTS FOR DAILY USE
4.7 TABLE SHOWING IF THE BUYING OF AMUL 18

PRODUCTS IN RETAIL SHOP FOR DAILY USE
4.8 TABLE SHOWING HOW MANY TIMES DO YOU BUY 19

AMUL BUTTER
4.9 TABLE SHOWING IF YOU PREFER AMUL CHEESE 20

WHICH VARIANT DO YOU PREFER
4.10 TABLE SHOWING HOW MUCH RUPEES SPEND ON 21

AMUL PRODUCTS IN A MONTH
4.11 TABLE SHOWING WHAT FACTORS INFLUENCED YOU 22

TO BUY THIS BRAND
4.12 TABLE SHOWING DO YOU CHECK EXPIRY DATE 23

BEFORE BUYING THE PRODUCT
4.13 TABLE SHOWING DO YOU LIKE AMUL PRODUCTS 24
4.14 TABLE SHOWING AMUL ICE CREAM RATING 25

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TABLE NO. TITLE PAGE NO

4.1.1 CHART SHOWING AGE OF RESPONDENTS 12
4.2.2 CHART SHOWING GENDER OF RESPONDENTS 13
4.3.3 CHART SHOWING DO YOU KNOW ABOUT AMUL 14
PRODUCT
4.4.4 CHART SHOWING DO YOU BUYING OF MILK IN 15

AMUL BRAND
4.5.5 CHART SHOWING WHICH OF THE AMUL 16

PRODUCT DO YOU CONSUME
4.6.6 CHART SHOWING IN THE PLACE OF PURCHASE 17

AMUL PRODUCTS FOR DAILY USE
4.7.7 CHART SHOWING IF THE BUYING OF AMUL 18

PRODUCTS IN RETAIL SHOP FOR DAILY USE
4.8.8 CHART SHOWING HOW MANY TIMES DO YOU BUY 19

AMUL BUTTER
4.9.9 CHART SHOWING IF YOU PREFER AMUL CHEESE 20

WHICH VARIANT DO YOU PREFER
4.10.10 CHART SHOWING HOW MUCH RUPEES SPEND ON 21

AMUL PRODUCTS IN A MONTH
4.11.11 CHART SHOWING WHAT FACTORS INFLUENCED 22

YOU TO BUY THIS BRAND
4.12.12 CHART SHOWING DO YOU CHECK EXPIRY DATE 23

BEFORE BUYING THE PRODUCT
4.13.13 CHART SHOWING DO YOU LIKE AMUL PRODUCTS 24
4.14.14 CHART SHOWING AMUL ICE CREAM RATING 25

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CHAPTER -1
1.1 INTRODUCTION:
Amul (The Kaira District Co-operative Milk Producers’ Union) is an Indian

dairy cooperative society, based at Anand in the Indian state of Gujarat. Formed in 1946, 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
(3.6 million) milk producers in Gujarat, and the apex body of 13 District Milk Unions, spread
across 13,000 villages of Gujarat. Amul spurred India's White Revolution, which made the
country the world's largest producer of milk and milk products.
Kaira Union introduced the brand “Amul” for marketing its product range. The word “Amul”
is derived from Sanskrit word ‘Amulya’ which means ‘priceless’ or precious(a name
proposed by then founding leader of Agriculture College, Dr. Maganbhai Patel) was founded
in 1946[4] through the efforts of Tribhuvandas Kishibhai Patel. Amul's foundation was a
significant contributor to the white revolution in India. Tribhuvandas Kishibhai Patel under
the guidance of Sardar Vallabhbhai Gupta became the founding chairman of the
organization and led it until his retirement in the 70s. He hired Dr. Verghese Kurien in 1949.
He convinced Dr. Kurien to stay and help with the mission. [8][9] Under the chairmanship of
Tribhuvandas, Dr. Kurien was initially the general manager and helped guide the technical
and marketing efforts of Amul. Dr. Kurien was the chairman of Amul briefly after
Tribhuvandas Kishibhai Patel died in 1994.Kurien, founder-chairman of the GCMMF for
more than 30 years (1973–2006), is credited with the success of Amul's marketing.

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1.2 HISTORY OF AMUL
• Amul cooperative was registered on 19 December 1946 as a response to the

exploitation of marginal milk producers by traders and agents in small cities. The
prices of milk were arbitrarily determined at the time. The government had
given polson an effective monopoly in milk collection from Kaira and its subsequent
supply to Mumbai.
• In 1970, it spearheaded the of India. To combine forces and expand the market while
saving on advertising and avoid competing against each other, the Gujarat co-
operative milk MARKETING FEDERATION LIMITED.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.
• The GCMMF is the largest food products marketing organisation in 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 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 (3.1 million) village milk products
with crores of consumers in India.
• In 2007, Gujarat Cooperative Milk Marketing Federation Ltd., crossed US$ one
Billion in its sales turnover and entered the elite club of food companies having this
distinction from India..
• In one more major achievement, the dairy cooperatives of Gujarat under the
GCMMF fold crossed milk procurement of 10 million kgs. per day mark on 27

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December 2007, which is the highest ever milk procurement achieved by any dairy
network in India, be it private or cooperative and the entire quantity of milk received
was accepted without any milk holidays and was processed successfully into milk
and other milk products.
• On 30 September 2018, Prime Minister Narendra Modi inaugurated Amul's

chocolate plant in Mogar, Anand near their headquarters. The new plant has been
built with an increased capacity of 1,000 tonnes per month against the earlier 250
tonnes a month capacity. GCMMF has invested around ₹3 billion for this project. It
is a fully automated production factory with minimal human intervention.
• In 1970, it spearheaded the "White Revolution" of India. To combine forces and

expand the market while saving on advertising and avoid competing against each
other, the Gujarat Co-operative Milk Marketing Federation Ltd., 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.
AMUL COMPANY PROFILE
• It is the Apex organization of the Dairy Cooperatives of Gujarat, popularly known

as 'AMUL', which aims to provide remunerative returns to the farmers and also serve
the interest of consumers by providing quality products which are good value for
money.

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• Its success has not only been emulated in India but serves as a model for rest of
the World. It is exclusive marketing organization of 'Amul' and 'Sagar' branded
products
• Many of the products are available in USA, Gulf Countries, Singapore, The
Philippines, Japan, China and Australia.
1.3 PRODUCT PROFILE:
Amul and its product
It consists of wide ranges of products which are outlined below:
• Amul Bread Spreads Range
Amul has varieties of Bread Spreads ranges and are preferred by many consumers on a
daily basis. These are outlined below.
• Amul Beverage Range / Milk Drinks
Amul Kool Millk Shaake comes with four awesome flavours which are Banana,
Mango, Strawberry and Badam. The price of this is Rs. 22 for 220 ml can. These are
also sold in tetra pack in three flavours i.e. Mango, Strawberry and Banana. The price
of this is Rs 15 for 180 ml tetra brick. It is rich in nutrients and is the healthiest drink
against any other soft drinks
• AMUL BUTTER
Amul Butter is made up of pure milk fat. It consists of 100g, 500g, 50g, 20g, and 8.1g
packing. It can be eaten with bread, paratha, roti, nans, and sandwiches.
• Amul Powder Milk Range
Amul PRO

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• Amul PRO is a malt based milk additive. It is very easy to make and suitable for
people of all ages, especially kids, who need milk and nutrients. It is to be consumed
by adding directly to the hot or cold milk.
• Amul Chocolates
Amul Chocolates are made from Sugar, Cocoa Butter, Milk Solids and Chocolate mass.
These are made from rich creamy milk & delicious cocoa. Amul chocolate syrup in bottle
and Jar are available. It can be used on ice cream, cakes, etc.
Amul has varieties of chocolates ranges and are preferred by many consumers on a daily
basis. These are outlined below.
• Amul Icecream
Amul Icecreams are made from fresh milk and are available in different flavours. It
can be used to prepare sundaes, shakes, etc. Icecreams are much preferred by kids
and also all generations. It is very nice to consume them during anytime, anywhere.
Amul has varieties of ice-creams ranges and are preferred by many consumers on a
daily basis.
• Amul Mithai / Desserts Range
Amul Mithai Mate is a Sweetened Condensed Milk made from pure milk fat. It can
used to prepare Kheer, laddoo, Rasmalai, Baked Products, Cakes, Toppings etc. For
household consumption 400gm tins are available. It is made from pure milk solids,
sugar and contains no preservatives. It can used to prepare Ice Creams, Toffees,
Biscuits and Sweets, etc.
• Amul Health Drink :Nutramul is made from malt extracts, Milk Solids, Sugar &
Cocoa Powder. It contains Vitamins, Proteins, Carbohydrates and Minerals. It is very
healthy drink and to be consumed directly adding to milk.

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CHAPTER-2
REVIEW OF LITERATURE
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 [2] ,“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 [3] ,”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.

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CHAPTER-3
RESEARCH METHODOLOGY:
3.1 SCOPE OF THE STUDY
 AMUL Products is the 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 calculated various opinions of the consumer who is using the
amul products.
 The company can come 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.
3.2 OBJECTIVE OF THE STUDY.
 To Study the consumer buying behaviour towards Amul products.

 To study monthly expenditure towards Amul products
 To study ascertain the factors influencing the purchase of Amul products.
 To study consumers’ awareness towards expiry date, MRP, adulteration laws related
to consumer protection.
3.3 LIMITATION OF THE STUDY:
• The study is confined to Chennai district only

• The study is based upon the consumer buying behaviour towards the amul products
• The data collected for the research is fully on primary data given by the respondents
there is chance for personal bias. So the accuracy is not true
• Due to storage of time and other constraints the study has been limite 75 consumerts
only respondents
3.5 RESEARCH DESIGN
 IN CHENNAI DISTRICT WAS SELECTED PURPOSELY FOR STUDY
3.5 SAMPLE TECHNIQUE:
A convenient sampling technique tool was adopted for data collection.

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3.6 SOURCES OF DATA
PRIMARY DATA:
A PRIMARY DATA it is used in a study.It is original data for the purpose of

collection of primary data , questionnaire were survey and filled by the respondents. SO I
USED QUESTIONNAIRE METHOD .It is also know as primary data.
SECONDARY DATA:
These are generally published sources, which have been collected originally for some
other purpose. Source are internal company records, government publication, reports &
publication, reports & journals, trade, professional and business associations publications &
reports.
3.7 STRUCTURE OF QUESTIONNAIRE
Questionnaire was divided into two sections. First part was designed to know the general
information about customers and the second part contained the respondent‘s opinions about
consumer buying behaviour the product.
3.8 SAMPLE SIZE:
The Sample size taken in this 75 consumers.
3.9 PERIOD AND AREA OF STUDY :
 Location Of The Research Chennai
 Duration Of The Research 1 Month
 Dairy Industry
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3.10 HYPOTHESIS /ANALYTICAL TOOLS
Percentage analysis
 Research questions are always answered with a descriptive statistic: generally either
percentage or mean. Percentage is appropriate when it is important to know how
many of the participants gave a particular answer. Generally, percentage is reported
when the responses have discrete categories.
Chi square
 Hypothesis
 Null hypothesis: there is no association between age and like the amul products
 Alternate hypothesis: there is association between age and like the amul products
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CHAPTER 4
DATA ANALYSIS:
A simple example of data analysis is whenever we take any decision in our day-to-day
life is by thinking about what happened last time or what will happen by choosing that
particular decision. This is nothing but analyzing our past or future and making
decisions based on it.
Table no: 4.1: age wise classification of respondents
Options Respondents Percentage

20 below 9 12%
21-40 65 86.7%
41-60 1 1.3%
61-80 0 0
81above 0 0
Total 75 100%
Chart no:4.1: age wise classification of respondents
AGE
20 BELOW
0%12%
1%
21-40
41-60
61-80
87% 81above
Interpretation:
From the above data are interpretated in 20 age below respondents are 12% , 21-40 age of
the respondents are 86.7%, 41-60 age of the respondents are 1.3% it’s a lowest majority in
the survey data.
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Table no: 4.2: gender wise classification of respondents

Male 57 76%
Female 18 24%
Total 75 100%
Chart no:2: gender wise classification of respondents
GENDER
MALE FEMALE
Interpretation:
From the above data are interpretated in gender are respondents are female respondents in
24% and 76% of the male respondents in the highest majority.
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ABOUT AMUL PRODUCT
Table no:4.3: question wise classification of respondents

Yes 72 96%
No 3 4%
Total 75 100%
Chart no:4.3: question wise classification of respondents
DO YOUY KNOW ABOUT AMUL PRODUCT
4%
YES
NO
96%
Interpretations:
From the above table and charts are interpreted 96 % the people aware to know the amul
product then 4% percentage of the people not aware the amul product.
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BUYING OF MILK IN AMUL BRAND
Table no:4.4: question wise classifcation of respondents

Yes 44 58.7%
No 31 41.3%
Table 75 100%
Chart no:4.5: question wise classifcation of respondents
DO YOU BUYING OF MILK IN AMUL BRAND
NO
41%
YES
59%
Interpretation:
From the above table and charts are interpreted given the respondents are 58.7% of the
respondents are buying the amul brand milk and 41.3% of the respondents are not
consume the amul brand milk.
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AMUL PRODUCT DO YOU CONSUME

Flavored milk 12 16%
Sweet curd 0 0
Milk cake 2 2.7%
Butter 12 16%
Paneer 12 16%
Ice cream 36 48%
Other products 1 1.3%
Total 75 100%
chart no:4.5: question wise classification of respondents
WHICH OF THE AMUL PRODUCT DO YOU

CONSUME
1% FLAVORED MILK
16%
SWEET CURD
0%
3%
MILK CAKE
48% BUTTER
16%
PANEER
ICE CREAM
16% OTHERS
Interpretation:
From the above table are interpreted the highest majority of respondents are consume
amul ice cream 48% then flavore milk ,butter and also paneer are the respondents are
16% and the lowest percentage are milk cake 3% and others 1%.
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Table no:4.6:question wise classifcation of respondents
In the place of purchase amul products for daily use

Departmental store 14 18.7%
Retail shop 17 27.7%
Super market 22 29.3%
Petty shop 1 1.3%
Near by shop 21 28%
Total 75 100%
PLACE OF PURCHASE AMUL PRODUCTS FOR

DAILY USE
18% DEPARTMENTAL STORE

27%
RETAIL SHOP
SUPER MARKET
1%
26% PETTY SHOP
NEAR BY SHOP
28%
Interpretation:
From the above table are interpreted 29.3% of the respondents are buying amul products in
super market and 28% of the respondents are near by shope choose and also departmental
store ,retails shope will choose 18.7% &22.7% respectively. The lowest percentage are
petty shope.
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If the buying of amul products in retail shop for daily use

Price 8 11%
Quality 18 24.7%
Taste 23 43.8%
Freshness 12 16.4%
Offers 3 4.1%
Total 73 100%
IF THE BUYING OF AMUL PRODUCTS IN RETAIL SHOP

FOR DAILY USE
11%
4.1
16.4 24.7
PRICE
QUALITY
TASTE
FRESHNESS
43.8
OFFERS
Interpretation:
From the above table and charts are interpreted 43.8% of the respondents are taste will be
choosen and 24.7% are the respondents is quality will choose, 16.4% of the respondents
are freshnes will choosen and the lowest percentage are 11% and 4.1% are the respondents
choose price and offers respectively.
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How many times do you buy amul butter

Once in a week 33 44.6%
On special occasion 30 40.5%
Other day 11 14.9%
Total 74 100%
chart no:4.8: question wise classification of respondents
HOW MANY TIMES DO YOU BUY AMUL

BUTTER
HOW MANY TIMES DO YOU BUY AMUL BUTTER
44.60%
40.50%
14.90%
ONCE IN A WEEK ON SPECIAL OCCASION OTHER DAY
Interpretation:
From the above table are interpretated in the highest percentage are 44.6% of the
respondents buy the amul product in once in a week and 40.5% of the respondents are on
special occasion only buying the product and the lowest percentage are 14.9% in the
respondents are others day only buying the amul product.
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Table no:4.9:question wise classifcation of respondents
If you prefer amul cheese which variant do you prefer

Cheese cubes 23 31.9%
Cheese slices 31 43.1%
Cheese spread 7 9.7%
Gouda cheese 3 4.2%
Cream cheese 8 11.1%
Total 72 100%
IF YOU PREFER AMUL CHEESE WHICH

VARIANT DO YOU PREFER
CREAM CHEESE
GOUDA CHEESE
CHEESE SPREAD
CHEESE SLICES
CHEESE CUBES
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% 50.00%
IF YOU PREFER AMUL CHEESE WHICH VARIANT DO YOU PREFER
Interpretation:
From the above data are interpreted in the majority 43.1% of the respondents are cheese
slices only prefer then 31.9% of the respondents are cheese cubes will be prefer and
11.1% of the respondents are will be choosen cream cheese and also the lowest majority
of the respondents are gouda cheese will be choosen in 4.2%.
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How much rupees spend on amul products in a month

Lessthen 500 47 62.7%
501 -1000 20 26.7%
1001-1500 1 1.13%
1501-2000 2 2.7%
2000 above 5 6.7%
Total 75 100%
HOW MUCH RUPEES SPEND ON AMUL PRODUCTS IN

A MONTH
7%
2%
1%
LESSTHEN 500
501 -1000
27% 1001-1500
63% 1501-2000
2000 ABOVE
Interpretation:
From the above table and charts are interpretated in the highest majority of the respondents
are 62.7% lessthen 500 rupees spend in a month and 26.7% of the respondents are 501-
1000 rupees spend, 6% of the respondents are spend the money in amul product in a month
2000 rupees and also the lowest percentage 2.7%&1.3% 1001-1500 and 1501-2000
respectively.
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What factors influenced you to buy this brand
Option Respondents Percentage

Quality 59 78.7%
Easy available 26 34.7%
Price 21 28%
Dealer relationship 6 8%
Attractiveness 7 9.3%
Total 75 100%
WHAT FACTORS INFLUENCED YOU

TO BUY THIS BRAND
WHAT FACTORS INFLUENCED YOU TO BUY THIS BRAND
100.00%
80.00%
60.00%
40.00%
20.00%
0.00%
QUALITY EASY AVAILABLE PRICE DEALER ATTRACTIVENESS
RELATIONSHIP
Interpretation:
From the above table and chart are interpreted in 78.7% of the respondents quality factors
will choosen in the highest majority. 34.7% of the respondents are easy available option
will choose, 28% of the respondents are price factors will choosen, then the lowest
majority 8% are dealer relationship will choosen the respondents.
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Do you check expiry date before buying the product
Table no: 4.12 :question wise classification of respondents

Yes 71 94.7%
No 4 5.3%
Total 75 100%
DO YOU CHECK EXPIRY DATE BEFORE BUYING

THE PRODUCT
5%
YES
NO
95%
Interpretation:
From the above table and chart are interpretated in the highest respondents are 95% of the
respondent will check the expiry date before buying the product. And 5% of the
respondents are not check the expiry date before buying the amul product.
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Do you like amul products
Table no: 4.13:question wise classification of respondents

Yes 74 98.7%
No 1 1.3%
Total 75 100%
Chart no: 4.13: question wise classification of respondents
DO YOU LIKE AMUL PRODUCTS
YES NO
Interpretation:
From the above table and charts are interpreated in 98.7% of the respondents are like the
amul product and the lowest majority of the respondents not like the amul product in 1.3%.
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Amul ice cream rating

1 4 5.3%
2 1 1.3%
3 7 9.3%
4 28 37.3%
5 35 46.7%
Total 75 100%
AMUL ICE CREAM RATING

1 2
5% 1% 3
9%
5
47%
4
38%
Interpretation:
From the above table and charts are interpretated in the highest majority of the respondents
are 46.7% given the amul ice cream rating 5, and 37.3% of the respondents in rating in 4.
And also the lowest majority of the respondents are 1.3% in rating 2.
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Chi square
 Hypothesis
 Null hypothesis: there is no association between age and like the amul products
 Alternate hypothesis: there is association between age and like the amul products
 Case processing summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Age * do you like amul 75 100.0% 0 0.0% 75 100.0%

products
Age * do you like amul products crosstabulation

Do you like amul products
No Yes Total
Age 20 below Count 0 9 9
Expected count .1 8.9 9.0
21-40 Count 1 64 65
41-60 Count 0 1 1
Total Count 1 74 75
Expected count 1.0 74.0 75.0
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Chi-square tests
Asymptotic
significance
Value Df (2-sided)
Pearson chi-square .156a 2 .925
Likelihood ratio .288 2 .866
N of valid cases 75
A. 4 cells (66.7%) have expected count less than 5. The

minimum expected count is .01.
Symmetric measures
Approximate
Value significance
Nominal by Phi .046 .925

nominal
Cramer's v .046 .925
N of valid cases 75
 Inference
 Since p value is 0.925 is greater than that of 0.05. Hence accepting null hypothesis.
 Therefore there is no association between age and like the aamul products
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One way ANOVA

Descriptive
95%
confidence
interval for
mean
Std. Std. Lower Upper
N Mean Deviation Error bound bound Minimum Maximum
factors while Male 57 3.74 1.408 .187 3.36 4.11 1 5
purchasing of Female 18 3.89 1.278 .301 3.25 4.52 1 5
amul products- Total 75 3.77 1.371 .158 3.46 4.09 1 5
brand
Factors while Male 57 3.74 1.343 .178 3.38 4.09 1 5
purchasing of Female 18 4.22 .943 .222 3.75 4.69 2 5
amul products - Total 75 3.85 1.270 .147 3.56 4.15 1 5
taste
factors while Male 57 3.49 1.403 .186 3.12 3.86 1 5
purchasing of Female 18 3.72 1.179 .278 3.14 4.31 1 5
amul products- Total 75 3.55 1.349 .156 3.24 3.86 1 5
price
Anova
Sum of
squares Df Mean square F Sig.
factors while Between groups .316 1 .316 .166 .685
purchasing of amul Within groups 138.830 73 1.902
products-brand Total 139.147 74
Factors while Between groups 3.223 1 3.223 2.025 .159
products -taste Total 119.387 74
factors while Between groups .730 1 .730 .398 .530
products-price Total 134.587 74
Inference:
Since p value(0.685) is greater than 0.05 at 5 percentage level of significance we accept the
null hypothesis and reject the alternate hypothesis. Hence there is no significant difference
between the age and purchasing of amul products brand , taste, price.
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Chapter 5:
Finding, suggestions and conclusion
5.1 finding:
 From the above data are interpretated in 20 age below respondents are 12% , 21-40
age of the respondents are 86.7%, 41-60 age of the respondents are 1.3% it’s a lowest
majority in the survey data.
 From the above data are interpretated in gender are respondents are female
respondents in 24% and 76% of the male respondents in the highest majority.
 From the above table and charts are interpreted 96 % the people aware to know the
amul product then 4% percentage of the people not aware the amul product.
 From the above table and charts are interpreted given the respondents are 58.7% of
the respondents are buying the amul brand milk and 41.3% of the respondents are
not consume the amul brand milk
 From the above table are interpreted the highest majority of respondents are consume
amul ice cream 48% then flavore milk ,butter and also paneer are the respondents are
16% and the lowest percentage are milk cake 3% and others 1%.
 From the above table are interpreted 29.3% of the respondents are buying amul
products in super market and 28% of the respondents are near by shope choose and
also departmental store ,retails shope will choose 18.7% &22.7% respectively. The
lowest percentage are petty shope.
 From the above table and charts are interpreted 43.8% of the respondents are taste
will be choosen and 24.7% are the respondents is quality will choose, 16.4% of the
respondents are freshnes will choosen and the lowest percentage are 11% and 4.1%
are the respondents choose price and offers respectively.
 From the above table are interpretated in the highest percentage are 44.6% of the
respondents buy the amul product in once in a week and 40.5% of the respondents
are on special occasion only buying the product and the lowest percentage are 14.9%
in the respondents are others day only buying the amul product.
 From the above data are interpreted in the majority 43.1% of the respondents are
cheese slices only prefer then 31.9% of the respondents are cheese cubes will be
prefer and 11.1% of the respondents are will be choosen cream cheese and also the
lowest majority of the respondents are gouda cheese will be choosen in 4.2%.
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 From the above table and charts are interpretated in the highest majority of the
respondents are 62.7% lessthen 500 rupees spend in a month and 26.7% of the
respondents are 501-1000 rupees spend, 6% of the respondents are spend the money
in amul product in a month 2000 rupees and also the lowest percentage 2.7%&1.3%
1001-1500 and 1501-2000 respectively.
 From the above table and chart are interpreted in 78.7% of the respondents quality
factors will choosen in the highest majority. 34.7% of the respondents are easy
available option will choose, 28% of the respondents are price factors will choosen,
then the lowest majority 8% are dealer relationship will choosen the respondents.
 From the above table and charts are interpreated in 98.7% of the respondents are like
the amul product and the lowest majority of the respondents not like the amul product
in 1.3%.
 From the above table and charts are interpretated in the highest majority of the
respondents are 46.7% given the amul ice cream rating 5, and 37.3% of the
respondents in rating in 4. And also the lowest majority of the respondents are 1.3%
in rating 2.
 Since p value is 0.925 is greater than that of 0.05. Hence accepting null hypothesis.
 Therefore, there is no association between age and like the amul products
5.2 suggestions:
Amul products is a daily life in consume. I research this product most of the consumer buying
the product because tasty and quality and easyily available in the chennai city. Amul has
enjoyed its status of market leader in product like butter, cheese and dry milk, by providing
customers with quality products at competitive prices.
5.3 conclusions:
The buying behaviour is positive which reveals that the buying behaviour of the consumers
is high.most of buying consumer is consider in tasty and quality and esay available in the
amul product. The people become aware about amul chocolate, ice cream, milk powder,
butter, milk are etc., it was concluded that “amul product is the market leader in dairy
industry’’. Thus, the project conclude that the buying behaviour of the consumers are
positive, so the product has a good reach in chennai city.
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Bibliography:
 Dr. Savitha sp. A study on consumer preference towards ‘amul product’ in
madurai city, international journal of current research and modern education.
2017; 2(1):41-46.
 Research scholar, dept. Of management, sri satya sai university of technology &
medical sciences, sehore, bhopal indore road, madhya pradesh, india
 © 2020 ijcrt | volume 8, issue 4 april 2020 | issn: 2320-2882

 Ijcrt2004449 international journal of creative research thoughts (ijcrt)
www.ijcrt.org 3183
 The customer satisfaction toward amul product in madurai
Annexure63-66
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APPENDIX-1
QUESTIONNAIRE
A STUDY ON CONSUMER BUYING

BEHAVIOUR TOWARDS AMUL
PRODUCTS IN CHENNAI CITY
* Required
AMUL PRODUCT
1. EMAIL ID *
2. NAME *
3. AGE *
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Mark only one oval.
20 BELOW
21-40
41-60
61-80
81above
4. GENDER *
Mark only one oval.
5. OCCUPATION *
Mark only one oval.
STUDEN
EMPLOY
EE
BUSINES
OTHERS
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PROFESS
IONAL
6. ANNUAL INCOME *
Mark only one oval.
BELOW 20000
20001-40000
40001-60000
60001-80000
80001 ABOVE
7. DO YOU KNOW ABOUT AMUL PRODUCT *
Mark only one oval.
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10/30/21, 12:49 PM A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS AMUL PRODUCTS IN CHENNAI CITY
11. IF THE BUYING OF AMUL PRODUCTS IN RETAIL SHOP FOR DAILY USE
Mark only one oval.
8. DO YOU BUYING OF MILK IN AMUL BRAND *
Mark only one oval.
Yes
No
9. IN THE PLACE OF PURCHASE AMUL PRODUCTS FOR DAILY USE *
Mark only one oval.
DEPARTMENTAL
STORERETAIL SHOP
SUPER MARKET
PETTY SHOP
NEAR BY SHOP
PRICE
QUALITY
TASTE
FRESHNESS
OFFERS
12. HOW MANY TIMES DO YOU BUY AMUL BUTTER
Mark only one oval.
ONCE IN A WEEK
ON SPECIAL
OCCASION OTHERS
https://docs.google.com/forms/d/1cyTQkUi0Xsut5jFZZy6XuIOBKW04W5LIgnor6Ol1gjE/edit 35/
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lOMoARcPSD|40100635
11. IF THE BUYING OF AMUL PRODUCTS IN RETAIL SHOP FOR DAILY USE
Mark only one oval.

13. IF YOU PREFER AMUL CHEESE WHICH VARIANT DO YOU PREFER
Mark only one oval.
CHEESE CUBES
CHEESE SLICES
CHEESE SPREAD
GOUDA CHEESE
CREAM CHEESE
lOMoARcPSD|40100635
14. HOW MUCH RUPEES SPEND ON AMUL PRODUCTS IN A MONTH *
Mark only one oval.
LESSTHEN 500
501-1000
1001-1500
1501-2000
2000 ABOVE
15. WHAT FACTORS INFLUENCED YOU TO BUY THIS BRAND *
Check all that apply.
QUALITY
EASY AVAILABLE
PRICE
DEALER RELATIONSHIP
ATTRACTIVENESS
16. DO YOU CHECK EXPIRY DATE BEFORE BUYING THE PRODUCT *
Mark only one oval.
Yes
No
lOMoARcPSD|40100635
17. HOW DO YOU CONSIDER THE FOLLOWING AS THE FACTORS WHILE

PURCHASING OF AMUL PRODUCTS *
Mark only one oval per row.
VERY VERY
POORLY STRONGL
POORLY INDIFFEREN STRONGLY
TCONSIDER Y
CONSIDE CONSIDER
CONSIDE
R R
BRAND
TASTE
PRIICE
OFFERS
OF THE
PRODUCT
QUALIITY
18. DO YOU LIKE AMUL PRODUCTS *
Mark only one oval.
Yes
No
19. WHICH VARIETY OF PRODUCT DO YOU MOSTLY LIKE IN AMUL BRAND *
lOMoARcPSD|40100635
20. AMUL ICE CREAM RATING *
Mark only one oval.

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project Report of amul on what the customer prefer

Business to business (Sathyabama Institute of Science and Technology)

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A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS

Submitted in partial fulfilment of the requirement for the award of

DEPARTMENT OF BUSINESS ADMINISTRATION

SATHYABAMA INSTITUTE OF SCIENCE AND TECHNOLOGY

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SCHOOL OF MANAGEMENT STUDIES

TOWARDS AMUL PRODUCTS IN CHENNAI” under my supervision from September

2021 to October 2021

Submitted for Viva voce Examination held on_____________________

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I am pleased to acknowledge my sincere thanks to Board of Management of SATHYABAMA for

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CHAPTER NO. TITLE PAGE NO

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TABLE NO. TITLE PAGE NO

4.4 TABLE SHOWING DO YOU BUYING OF MILK IN AMUL 15

4.5 TABLE SHOWING WHICH OF THE AMUL PRODUCT 16

4.6 TABLE SHOWING IN THE PLACE OF PURCHASE 17

4.7 TABLE SHOWING IF THE BUYING OF AMUL 18

4.8 TABLE SHOWING HOW MANY TIMES DO YOU BUY 19

4.9 TABLE SHOWING IF YOU PREFER AMUL CHEESE 20

4.10 TABLE SHOWING HOW MUCH RUPEES SPEND ON 21

4.11 TABLE SHOWING WHAT FACTORS INFLUENCED YOU 22

4.12 TABLE SHOWING DO YOU CHECK EXPIRY DATE 23

4.13 TABLE SHOWING DO YOU LIKE AMUL PRODUCTS 24

4.14 TABLE SHOWING AMUL ICE CREAM RATING 25

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TABLE NO. TITLE PAGE NO

4.4.4 CHART SHOWING DO YOU BUYING OF MILK IN 15

4.5.5 CHART SHOWING WHICH OF THE AMUL 16

4.6.6 CHART SHOWING IN THE PLACE OF PURCHASE 17

4.7.7 CHART SHOWING IF THE BUYING OF AMUL 18

4.8.8 CHART SHOWING HOW MANY TIMES DO YOU BUY 19

4.9.9 CHART SHOWING IF YOU PREFER AMUL CHEESE 20

4.10.10 CHART SHOWING HOW MUCH RUPEES SPEND ON 21

4.11.11 CHART SHOWING WHAT FACTORS INFLUENCED 22

4.12.12 CHART SHOWING DO YOU CHECK EXPIRY DATE 23

4.13.13 CHART SHOWING DO YOU LIKE AMUL PRODUCTS 24

4.14.14 CHART SHOWING AMUL ICE CREAM RATING 25

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Amul (The Kaira District Co-operative Milk Producers’ Union) is an Indian

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1.2 HISTORY OF AMUL

• Amul cooperative was registered on 19 December 1946 as a response to the

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• On 30 September 2018, Prime Minister Narendra Modi inaugurated Amul's

• In 1970, it spearheaded the "White Revolution" of India. To combine forces and

AMUL COMPANY PROFILE

• It is the Apex organization of the Dairy Cooperatives of Gujarat, popularly known

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1.3 PRODUCT PROFILE:

Amul and its product