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A
RESEARCH PROJECT REPORT
ON
Consumer Perception about AMUL ice cream in comparison to VADILAL
ice cream in, Ghaziabad
Acknowledgement
My first regards are to almighty Allah it was my trust and belief on him,
which enable me to embark upon this task, move on the righteous path and
reside the realism of facts.
I feel privileged in expressing profound sense of gratitude and in depthness
to Mr. Ajay Varshney who has generously provided the chance to work at
the esteemed field of FMCG his guidance, constant encouragement and
inspiration where instrumental in the completion of this research he always
allowed me to encroach upon her precious time and ensured her generosity
with ideas.
I would like to express my sincere gratitude to my Mentor Mr.
SurendraTiwari (HOD) for his valuable guidance constant supervision and
support during the research.
I also take the opportunity to thank all those who helped me in completing
my projects in various ways.
Aslam Khan
DECLARATION
I hereby declare that the information presented is correct to the best of my
knowledge and the analysis is as per the norms and guidelines provided for
the report. I have utilized the requisite concepts and applied the required
methodologies to analyze the primary data collected to reach the conclusion
present in the report.
I claim the report to my indigenous work and have not been presented
anywise for any purpose,what-so-ever.
CHAPTER 1
1.1 INTRODUCTION
Before business can develop marketing strategies, they must understand
what factors influence buyers behavior and how they make purchase
decisions to satisfy their needs and wants. Buyers are moved by a complex
set of deep and subtle emotions.
Consumer behavior is the study of when, why, how, and where people do or
do not buy a product. It blends elements from psychology, sociology, social
anthropology and economics. It attempts to understand the buyer decision
making process, both individually and in groups.
Consumer behavior refers to the mental and emotional process and the
observable behavior of consumers during searching, purchasing and post
consumption of a product or service.
It studies characteristics of individual consumers such as demographics
and behavioral variables in an attempt to understand people's wants. It also
tries to assess influences on the consumer from groups such as family,
friends, reference groups, and society in general.
Customer behavior study is based on consumer buying behavior, with the
customer playing the three distinct roles of user, payer and buyer.
Relationship marketing is an influential asset for customer behavior
analysis as it has a keen interest in the re-discovery of the true meaning of
Questions have been asked after keeping in mind the motive of the project
i.e. to know Consumer Perception about AMUL ice Cream In comparison to
VADILAL ice cream existing in the market.
Consumers were asked that what their expectations from the company are
whenever they purchase ice cream.
Competitors of AMUL:Major dairy products manufacturers
butter,powdered
limited
Horlicks,
Maltova,
based baby
Viva
food.
Condensed milk, skimmed
milk powder,
IndodanIndustries
Limited
milk whitener
Indiana
GCMMF
milk products
Farex,
complain,
Milkfood.
mix,
vita milk.
Flavored milk, cheese, Milk
Britannia
Cadbury
powder,
Milkman
ghee.
Bournvita
Malted food
Now a days almost all the companies involves in collecting the data from
consumers regarding their product and brand. They employee marketing
people to let them know consumer behavior.
By keeping all this points in mind, as consumer behavior plays a vital role
for any organization, this projectCONSUMER PERCEPTION ABOUT
AMUL ICE-CREAM IN COMPARISON TO VADILAL ICE-CREAM IN,
GHAZIABAD does the same.
1.2
Company Profile
The Birth of Amul
The seeds of this unusual saga were sown more than 65 years back in
Anand, a small town in the state of Gujarat in western India. The
exploitative trade practices followed by the local trade cartel triggered off
the cooperative movement. Angered by unfair and manipulative practices
followed by the trade, the farmers of the district approached the great
In 1946, the farmers of this area went on a milk strike refusing to be cowed
down by the cartel. Under the inspiration of Sardar Patel, and the guidance
of leaders like Morarji Desai and Tribhuvandas Patel, they formed their
own cooperative in 1946.
This co-operative, the Kaira District Co-operative Milk Producers Union
Ltd. began with just two village dairy co-operative societies and 247 litres of
milk and is today better known as Amul Dairy. Amul grew from strength to
strength thanks to the inspired leadership of Tribhuvandas Patel, the
founder Chairman and the committed professionalism of
DrVergheseKurien,who was entrusted the task of running the dairy from
1950.
The then Prime Minister of India, LalBahadurShastri decided that the same
approach should become the basis of a National Dairy Development policy.
He understood that the success of Amul could be attributed to four
important factors. The farmers owned the dairy, their elected
representatives managed the village societies and the district union, A they
employed professionals to operate the dairy and manage its business. Most
importantly, the co-operatives were sensitive to the needs of farmers and
responsive to their demands.
At his instance in 1965 the National Dairy Development Board was set up
with the basic objective of replicating the Amul model. Dr. Kurien was
chosen to head the institution as its Chairman and asked to replicate this
model throughout the country
Professional management
The Amul model has helped India to emerge as the largest milk producer in
the world. More than 15 million milk producers pour their milk in 1,44,246
dairy cooperative societies across the country. Their milk is processed in
177 District Co-operative Unions and marketed by 22 State Marketing
Federations, ensuring a better life for millions.
Organization
2009-10, GCMMF has been awarded "Golden Trophy' for its outstanding
export performance and contribution in dairy products sector by APEDA.
For its consistent adherence to quality, customer focus and dependability,
GCMMF has received numerous awards and accolades over the years. It
received the Rajiv Gandhi National Quality Award in1999 in Best of All
Category. In 2002 GCMMF bagged India's Most Respected Company
Award instituted by Business World. In 2003, it was awarded the The IMC
Ramkrishna Bajaj National Quality Award - 2003 for adopting noteworthy
quality management practices for logistics and procurement. GCMMF is
the first and only Indian organisation to win topmost International Dairy
Federation Marketing Award for probiotic ice cream launch in 2007.
The Amul brand is not only a product, but also a movement. It is in one
way, the representation of the economic freedom of farmers. It has given
farmers the courage to dream. To hope.To live.
GCMMF - An Overview
Year of Establishment 1973
17 District Cooperative Milk Producers'
Unions (16 Members & 1 Nominal
Members
Members)
No. of Producer
Members
3.18 Million
Cattle feed
manufacturing
Capacity
Himatnagar
4. Banaskantha District Cooperative Milk Producers' Union Ltd., Palanpur
5. Surat District Cooperative Milk Producers' Union Ltd., Surat
6. Baroda District Cooperative Milk Producers' Union Ltd., Vadodara
7. Panchmahal District Cooperative Milk Producers' Union Ltd., Godhra
8. Valsad District Cooperative Milk Producers' Union Ltd., Valsad
9. Bharuch District Cooperative Milk Producers' Union Ltd., Bharuch
10. Ahmedabad District Cooperative Milk Producers' Union Ltd.,
Ahmedabad
11. Rajkot District Cooperative Milk Producers' Union Ltd., Rajkot
12. Gandhinagar District Cooperative Milk Producers' Union Ltd.,
Gandhinagar
13. Surendranagar District Cooperative Milk Producers' Union Ltd.,
Surendranagar
14. Amreli District Cooperative Milk Producers Union Ltd., Amreli
15. Bhavnagar District Cooperative Milk Producers Union Ltd., Bhavnagar
16. Kutch District Cooperative Milk Producers' Union Ltd., Anjar.
Sales Turnover
Rs (million)
US $ (in million)
1994-95
11140
355
1995-96
13790
400
1996-97
15540
450
1997-98
18840
455
1998-99
22192
493
1999-00
22185
493
2000-01
22588
500
2001-02
23365
500
2002-03
27457
575
2003-04
28941
616
2004-05
29225
672
2005-06
37736
850
2006-07
42778
1050
2007-08
52554
1325
2008-09
67113
1504
2009-10
80053
1700
2010-11
97742
2172
CONTACT US
Amul Butter
AmulEmmental Cheese
AmulAmrakhand
AmulMithaeeGulabjamuns
AmulMithaeeGulabjamun Mix
AmulMithaeeKulfi Mix
AvsarLadoos
Pure Ghee:
AmulFlaavyo Yoghurt
AmulLassee
Amul Icecreams:
Brown Beverage:
AmulKool Cafe
AmulKool Koko
CHAPTER2
CHAPTER3
NEED &SCOPE FOR THE STUDY
CHAPTER 4
REVIEW OF LITERATURE
LITERARY REVIEW:
THEORITICAL REVIEW:
Consumer is the king and it is the consumer who determines what a
business is. Therefore, a sound marketing program should start with a
careful analysis of the habits, attitudes, motives and needs of consumers.
Consumer behavior is prerequisite though the process is highly
complicated. At the same time, a firms ability to establish and maintain
satisfying exchange relationships depends on the level of understanding of
buying behavior. Thus, buying behavior is the decision process and acts of
people involved in buying and using products.
Extensive Decision-making.
1.
2.
3.
Frequency of Purchase
Time Pressure
Degree of Search
(c) Situation.
Situational factors are influences resulting from circumstances, time and
location that affect the consumer buying behavior.
A social class means an open group of individuals with similar social rank.
Quite often people in a society are classified into upper, middle and lower
classes on the basis of their income and occupation. Consumers belonging
to a particular social class tend to have common behavioral patterns. They
may have similar attitudes and values.
(c) Learning
Changes in an individuals behavior due to information and experience are
called learning. A consumer tends to repeat purchase actions which create
satisfaction. Inexperienced buyers use price as an indicator of quality more
advertisements, salespersons, friends and relatives. They also learn by
buying and using products.
(d) Attitudes
Attitude refers to an individuals enduring evaluation, feelings and
behavioral tendencies toward an object or idea. An individuals attitudes
remain generally stable and do not vary from moment to moment.
Attitudes play a significant role in determining consumer behavior.
(e) Personality
Personality refers to a set of internal traits and distinct behavioral
tendencies that result in consistent patterns of behavior. An individuals
personality is the outcome of heredity and personal experiences. It makes
the individual unique.. Personality influences the type of brand and
products purchased.
(f) Self-concept
Self-concept of self-image means a persons perception or view of himself.
Individuals develop and alter theirself-=concept through interaction of
social and psychological dimensions. Research shows that a buyer
purchases products that reflect and enhance the self-concept. A persons
self-concept may also influence selection of products category and brand.
Arrows show feedback. (a) Shows the impact of social and psychological
factors
(b) Shows the impact of a purchase on social and psychological factors such
as social class.
Social & Psychological Influences
Problem Recognition
A buyer recognizes the problem when he becomes aware of the desired
state and an actual condition. The speed with which a consumer recognizes
the problem can be quite fast or slow. Sometimes, a person has a problem
or need but is unaware of it. Marketers use advertising, personal selling and
other methods to help trigger recognition of such needs or problems.
1.
Information search
After recognizing the problem or need, a buyer search for product
information that can resolve the problem or satisfy the need. There are two
types of information search. In the internal search which is our self and
external search which consists of friends, relatives, and media. Marketers
repeat advertisements and use visuals to increase consumer learning of
information.
1.
Evaluation of alternatives
A successful information search yields a number of brands that a buyer
views as possible alternatives. This group of products/brands is called the
buyers evoked set. Various objective and subjective characteristics that are
important to the buyer are used to evaluate the alternatives. Cost and
warranty are examples of objective criteria whereas brand image and style
are examples of subjective characteristics.
1.
Purchase
In this stage the buyer chooses the product or brand to be bought. Product
availability may influence which brand is purchased. The terms of sale
(price, delivery, warranty, maintenance agreement, installation and credit
arrangement) are settled finally, the actual purchase takes place.
1.
Post-purchase behavior
After the purchase, the buyer begins evaluating the product to ascertain if
its actual performance meets the expectations. Many criteria used in
evaluating alternatives are applied again for this purpose. The outcome of
this stage is either satisfaction of dissatisfaction. Shortly after purchasing
an expensive product, a buyer doubts whether he make the right decision.
1.
1.
1.
CHAPTER5
RESEARCH METHODOLOGY
RESEARCH PROBLEM
The problem of the research was Consumer perception about Amul icecream in comparison to other brands in the market of Ghaziabad.
RESEARCH OBJECTIVES:
The purposes for which the study is undertaken are:
1.
2.
3.
4.
To know that what does Customer looks for while buying ice
cream.
5.
6.
7.
8.
Research
The advanced learners dictionary of current English lays down the
meaning of research as a careful investigation or enquiry especially
through search for new facts in any branch of knowledge.
1.
1.
1.
1.
1.
1.
1.
Research Design
A framework or blue print for conducting the marketing research project. It
specifies the details of the procedures necessary for obtaining the
information needed to structure and/or solve marketing research problems.
Provides an accurate snaps sort of sum aspects of market environment.
Descriptive research includes surveys and fact-finding enquiries of different
kinds. The major purpose of descriptive research is the description of the
state of affairs as it exists at present.
Methodology
Methodology provides the way to systematically solve the problem in hand.
It may be considered as a service of studying now the research problemos
being solved significantly.
RESEARCH METHODOLOGY
RESEARCH DESIGN
Research design is an important and the vital part of the research. Research
design is a comprehensive master plan specifying the procedure for
collecting and analysis the needed information. Research design provides
an excellent framework for the research plan of action. The function of the
Research design is to ensure that the required data is in accordance;
research design is a blue print for the research study, which guides research
in collecting and analysis the data.
PRIMARY DATA
2.
SECONDARY Data
SURVEY METHOD
QUESTIONNAIRE METHOD
OBSERVATION METHOD
EXPERIMENTATION METHOD
2) SECONDARY DATA- Secondary data are those data, which have been
already collected or published for the purpose other than specific research
need at hand .This data is simply used up by the researcher for his purpose
of collected the data and its use is now not the same. The secondary data
source here in this project are:
MAGAZINES
WEBSITES
SAMPLE SELECTION
After the questionnaire for the data collection is being prepared. Next step
is to; identify the universe for that the sample unit is to be chosen as it is
not possible to gather information from the entire universe.
Universe of the Study
The universe of the study, I have selected all consumers residing in
GHAZIABAD and who shopping in Malls, Super Bazaar, near by markets.
Sample Size
Our project Guide, keeping in view the time consideration, determined the
size of the sample arbitrarily. The sample size I have taken 50 units.
Targets Respondents
All the consumers and individuals (they were housewives, working women,
students and professionals) were our target respondents for our
questionnaire.
Sampling Techniques
For the study we have taken a sample size of 50 respondents pose non
probability sampling technique. Further we also applied convenience
sampling, judgment sampling, as a part of non probabilistic sampling
techniques.
Marketing Research Tools
For conducting our marketing research, I have used questionnaire methods
for collecting data abode the consumer preference and effect of television
commercial on consumer decision making process with regard to cosmetic
products.
Sources of information
Primary Data: Questionnaire and Ghaziabad Residents.
Secondary data: Website Amul.com
Method used for research
Conclusive research
Ghaziabad residents
Sampling units are Ghaziabad city residents and they are contacted
randomly to avoid biasness.
Sample Size:150 (Prime Location)
Sampling extent : Ghaziabad City
The survey was conducted at the prime locations of City.
SAMPLE PROFILE
SAMPLING: Random
A sample Random sample is a generated by a process that guarantees, in
the long run, that every possible sample of a given size will be selected with
known and equal probability. Random sampling has been done so that the
whole universe could be covered
LIST OF LOCATION
Indrapuram30
Govindpuram 30
Dasna 30
Raj Nagar 15
Mansuri 15
Vaishali 30
=150
Brand
People aware
Amul
150
Vadilal
150
Cream bell
120
Kwality walls
150
Mother dairy
135
Gloria
145
Go Go
140
Top n Town
135
Dinshaes
125
Softel
100
Interpretation
Consumers are much more aware about almost all the brands.Amul, Vadilal
and Kwality walls are known by every respondent. Softel is the least known
brand among all brands taken into consideration.
CUSTOMER CHOICE
Brand
Amul
20
Vadilal
18
Cream bell
12
Kwality walls
15
Mother dairy
Gloria
11
Go Go
Top n Town
Dinshaes
Softel
1
Interpretation
Factors
Responses in percentage
Quality
50
Price
60
Availability
20
Taste
15
Flavor
Interpretation
Majority of consumers consider price and quality of the product while
buying any product sice in the cities like Ghaziabad people are price
sensitive and educated so quality conscious too. Availability is the second
largest factor which influences the purchase.
Responses in percentage
Agree
80
Strongly Agree
45
Disagree
20
Strongly disagree
Interpretation
Interpretation
Majority of customers are not aware about the Amul ice cream special
features. Only 26.67% people know that Amul ice cream is made up of real
milk not from vegetable oil. Thus company should work on this area. They
should increase customer knowledge about the product so that it can
increase product value in the market.
PREFERED CONSUMPTION LOCATION
Place
Responses in Numbers
Parloures
45
Home
65
Restaurant
30
Others
10
Interpretation
Product trial
Interpretation
Almost all the respondent had Amul ice cream at least once in their life.
Majority of them are regular customers. This shows the popularity of the
product and customer awareness about the brand AMUL in Ghaziabad.
Responses in Numbers
Excellent
65
Good
55
Average
20
Not good
10
Very bad
Interpretation
The overall response about the product is positive and customer feel Amul
as an excellent product. This show the good market reputation and
customer likeness about the product. It also reflects the good image of the
brand Amul.
Awareness about Amuls quality
RESPONSE
NUMBER OF RESPONDENT
YES
25
NO
125
Interpretation
Generally respondent perceive the product quality by viewing esthetics only
they feel quality is as it looks they do not know how Amul is different from
other brands. Thus company should work on this area. They should
increase customer knowledge about the product so that it can increase
product value in the market.
Schemes Awareness in customers
Schemes
People aware
CASH DISCOUNT
10
BULK DISCOUNT
COUPON SCHEME
25
1+1 Scheme
125
150
MODE
NO OF RESPONSES
MEDIA
150
TELEVISION
45
NEWSPAPER
30
MAGAZINES
20
HOARDING
53
OTHERS
Interpretation
Media is the way which includes both print media and television to aware
the customers about Amul ice cream in which majority of respondents
come across the advertisements through hoardings and commercials shown
in their television. Thus print media is the major source of creating
awareness among customer.
Response
No of respondents
YES
130
NO
20
Respondents
20
40
60
80
100
120
140
No of
YES
NO
Responses
Interpretation
Although company has good market share in Ghaziabad City due to its
Brand name but it could increase its share significantly through massive
direct marketing because there are still some untouched area where the
product is not regularly available.
The packaging material of ice cream party pack should be either container
or plastic sheets instead of being hard board sheets as it is available in other
big cities also.
More schemes should be launched to boost the awareness of the Amul Ice
cream and remain in competition with the foreign players.
CONCLUSION
LIMITATIONS
1.
2.
3.
4.
5.
Q.2 Which brand do you prefer while buying Ice cream? (Rank 1-10)
Amul Gloria
Vadilal Go Go
Cream bell Top n Town
Kwality walls Dinshaes
Mother dairy Softel
Quality
Price
Availability
Taste
Flavor
Q.4 Do packaging affect buying behavior?
Yes No
Agree
Strongly Agree
Disagree
Strongly disagree
Q.6 Are you aware that Amul Ice cream made up of real milk and not from
vegetable oil?
Yes No
Q.7 Does price of Ice cream affect the purchase of branded Ice Cream?
Yes No
Parlors
Home
Restaurant
Others
Excellent
Good
Average
Not good
Very bad
Q.11 Are you aware with the fact that Amul has been ranked number one
brand due to its quality?
Yes NO
CASH DISCOUNT
BULK DISCOUNT
COUPON SCHEME
1+1 Scheme
MEDIA
TELEVISION
NEWSPAPER
MAGAZINES
HOARDING
OTHERS
BIBLIOGRAPHY