Amul Report

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  • Topic: Milk, Amul, Dairy product
  • Pages : 32 (6688 words )
  • Download(s) : 92
  • Published : September 21, 2009
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EXECUTIVE SUMMARY

Project Title: Identifying consumers preference and buying behavior for milk for AMUL in PUNE.
Objective:
1 To find out customer preference for the purchase of milk
2 To find out the customer buying behavior for milk.

Why this organization was selected
Gujarat Co-Operative Milk Marketing Federation Ltd (Amul) the name says it all. The reason for selecting such MNC was to gain experience from well know reputed company and to get attach to them. In today’s market, knowledge of FMCG is must where else one can find experienced people to learn from before stepping into real market.”AMUL” is such organization, which is, most recognized brand all over the world and largest milk brand in Asia therefore every individual aspires to work with them to gain knowledge and experience which will be climbing stone in future.

Experience from MNC not only expands once knowledge in national market but in international market also, which is boom in Global Market.

Scope:
The need of the project arouse to study the consumers preference and buying behavior for milk and whether customer is satisfied with the product and Services i.e. quality, price, taste, home delivery etc. for Amul.

Methodology:
The methodology used to achieve the objective was “analytical Research” with structured questionnaires in which the respondents were interviewed. The sample size was 500 and the area survey was restricted in PUNE.

Findings:
Out of five hundred sample size 409 respondents i.e. 82 % purchase milk and 91 respondents i.e. 18 % does not purchase the milk. They are using milk for direct consumption, for making tea, for making coffee, for making ice-cream and for other purpose. Majority of them buy milk in morning & factors influence their choice of brand is • Brand

• Quality
• Price
• Availability

Conclusion:
It was concluded that the consumers preference and buying behavior for milk depends upon :

➢ Majority of the customers prefer Buffalo milk of chitale. ➢ Majority of the customers prefer Home Delivery of milk ➢ Majority of the customers prefer to purchase milk in the morning. ➢ Majority of the customers purchase milk on the basis of quality of the milk. These are the some factors that customers see while purchasing milk.

OBJECTIVES OF THE PROJECT

1. To find out customer preference for the purchase of milk.

2. To find out the customer buying behaviour for milk.

3. To find out the satisfaction level of the customer.

SCOPE OF STUDY

The need of the project arouse to study the consumers preference and buying behaviour for milk and whether customer is satisfied with the product and Services i.e. quality, price, taste, home delivery etc offered to them and also find out the awareness level for Amul milk.. Scope is limited only for pune city hence not applicable to other cities and town of India, as various factors would differ.

AMUL

Amul means priceless in Sanskrit. A quality control expert in Anand Suggested the brand name ‘AMUL’, from Sanskrit ‘Amoolya’. Variants, all meaning ‘priceless’ are found in several Indian languages.

The products of Amul have been in use in millions of homes since 1955.Amul butter,Amul milk powder, Amul cheese, Amul ghee, Amul spray, Amul chocolates, Amul shrikhand, Amul ice -cream, Nutramul ,Amul flavored milk, etc have made Amul leading food brand ion India.

PAST HISTORY

The first co-operative was the result of a meeting of farmers in Samarkha (kaira district, Gujarat) on January 4, 1946 called by Monarji Desai under advice from Sardar Vallabhai Patel, to fighty with rapacious milk contractors.

Decision; Milk producer’s union in village federations into a district union, which alone handle the sale of milk from Kaira to the government run Bombay milk scheme. The government, British then, registered the move. The farmers called a milk strike. After fifteen days government...
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