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A

Marketing Research Report

On

 

Consumer's preference towards Amul milk and local milk Traders

 

SUBMITTED TO:  Dr. J. S. PANWAR 

PREPARED BY: Jayesh Kalal (13046)

  Hardik Pathak (13056)

  Neha Shara (13066)

  !""ati Ra# (130$%)

BATCH& '01315 (*A S+ ,,)

DIV: *

G. H. Patel Post Graduate nstitute of !usiness

Management

"ardar Patel #ni$ersit%

&allah &id%anagar()**+,-

(2013-2015)

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PREFACE

," the li-e - the a" s/ess lays 2ital rle. S/ess is "eessary i" e2ery art - li-e. With/t

s/ess "e a""t li2e haily. ," a etiti2e rld e2ery ers" alays try t et s/ess i" a"y -ield

a"d t e s/eed i" a"y -ield e sh/ld -ll se elee"ts - s/ess like hard rk "-ide"e

 siti2e attit/de d la""i" a"d s a"y. As a st/de"t t s/eed i" /r ed/ati" li-e a"d t s/eed

.*.A. ratial k"lede is "eessary.

," '"d seester - .*.A. e ha2e t reare a arketi" researh rert as a art - Marke!"#

Ma"a#e$e" s/#et. We ha2e d"e /r rert " %C&"'$er' *re+ere",e &ar.' A$/ $!/k /&,a/

$!/k ra.er'% a"d e ha2e s/r2eyed A"a"d a"d 7idya"aar area -r /r researh /rse. A-ter etti" all

these i"-rati" e ha2e reared /r -air rert.

We he that the rert ill r2ide all "eessary i"-rati" a/t the researh as er the

re8/iree"t - sylla/s /t it is als ssile that istake ay e there a"d ki"d s/esti"s are als

re8/ired.

With 9ha"ks

Jayesh Kalal

Hardik Pathak  Neha Shara

!""ati Ra#

 

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ACO4EDEMET

We /ld like t tha"k Dr6 76 S Pa"ar -r r2idi" /s the rt/"ity t "d/t a arket

researh " arati2e st/dy - "s/ers: re-ere"e tards A/l ilk a"d lal ilk traders. ;/r 

r/ - -/r st/de"ts ill he-/lly r2ide y/ ith 2al/ale i"-rati" thr/h this researh.

 

9he researh r#et ill hel all the i"terested ele t /"dersta"d the tre"d set ra"d lyalty a"d

ther /se-/l i"-rati".

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TAB4E OF COTETS

O6 PARTICU4ARS PAE O6

+ TRO/#CTO TO MAR01TG R1"1ARCH 2, R1"1ARCH O!31CT&1 4

) R1"1ARCH M1HTO/O5OG6 *-TITLE *

-OBJECTIVES 7

-SCOPE OF THE STUDY +-

-RESEARCH DESIGN ++

-SAMPLING METHODOLOGY ++

-LIMITATIONS ++

-RESEARCH SCHEDULE +,

8 /ATA AA56"" 9 T1RPR1TATO +)2 :1R1C1 :ROM TH1 "T#/6 ,)

;. COC#"O ,84 !!5OGRAPH6 ,2

*

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arket researh as de-i"ed y the ,@@+S;AR ,"ter"ati"al @de " arket a"d Sial Researh

i"l/des sial a"d i"i" researh is the systeati atheri" a"d i"terretati" - i"-rati" a/t

i"di2id/als r ra"i=ati"s /si" statistial a"d a"alytial ethds a"d teh"i8/es - the alied sial

sie"es t ai" i"siht r s/rt deisi" aki".

arket researh is -r dis2eri" hat ele a"t "eed r elie2e. ,t a" als i"2l2e

dis2eri" h they at. ;"e that researh is leted it a" e /sed t deteri"e h t arket y/r 

 rd/t.

B/esti""aires a"d -/s r/ dis/ssi" s/r2eys are se - the i"str/e"ts -r arket researh.

9here are se irta"t thi"s t e "sidered&

• Marke !"+&r$a!&"

9hr/h arket i"-rati" "e a" k" the ries - the di--ere"t dities i" the arket as ell as

the s/ly a"d dea"d sit/ati". ,"-rati" a/t the arkets a" e tai"ed -r di--ere"t s/res

2arieties a"d -rats as ell as the s/res a"d 2arieties that ha2e t e tai"ed t ake the /si"ess

rk.

• Marke 'e#$e"a!&"

arket see"tati" is the di2isi" - the arket r /lati" i"t s/r/s ith siilar ti2ati"s. ,t

is idely /sed -r see"ti" " erahi di--ere"es ers"ality di--ere"es derahi di--ere"es

/se - rd/t di--ere"es syhrahi di--ere"es a"d e"der di--ere"es.

• Marke re".'

arket tre"ds are the /ard r d"ard 2ee"t - a arket d/ri" a erid - tie. 9he arket si=e

is re di--i/lt t estiate i- "e is starti" ith sethi" letely "e. ," this ase y/ ill ha2e t

deri2e the -i/res -r the "/er - te"tial /sters r /ster see"ts.

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*esides i"-rati" a/t the taret arket "e als "eeds i"-rati" a/t "e:s etitrs

/sters rd/ts et.

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Al" ith A/l ilk there are lal ilk s/liers erati" i" the arket. All these lal ilk 

s/liers ha2e their " re/lar /sters. S it is i"teresti" t k" the "s/ers re-ere"e tards

A/l ilk a"d lal ilk traders.

*y "d/ti" a arati2e st/dy etee" A/l a"d lal ilk s/liers e /ld e ale t

k" "s/ers re-ere"e. We /ld als e ale t k" 2ari/s reas"s ehi"d "s/ersE re-ere"e

a"d -/t/re tre"ds tards ilkEs /rhase a"d "s/ti".

 

RESEARCH METHODO4OY

T&*!,:  @"s/ers: re-ere"e tards A/l ilk a"d

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all 2er the /"try a"d their eershi is re tha" 10 illi". arketi" is a" i"teral -/"ti"al

ati2ity - all h/a" ei"s i" their daytday li-e.

,t is a dy - k"lede aale - i"-l/e"i" the de2ele"t - i"di2id/als a"d als

ra"i=ati". 9he "s/ers lay a 2ital rle i" the arketi" - dairy ilk. Se2eral -atrs i"-l/e"e the

"s/ers i" /yi" the ilk. 9he sei-i #eti2e - the rese"t st/dy is t k" the re-ere"e - 

"s/ers tards A/l ra"d - ilk a"d ilk - lal ilk traders arketed i" the A"a"d F 7idya "aar 

area.

OB7ECTIVES I SPECIFIC

9he ai" #eti2e - this researh is t ai" i"sihts reardi" re-ere"es - the h/sehlds i"

 /rhase - ilk. 9he -i"al a"alysis ill assist i" deteri"i" hih "e has a d a"d 2er the

arket a"d -r hat reas"s.

S*e,!+!, O89e,!e':

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; T& .eer$!"e

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Sei-y the eas/ree"t a"d Sali" red/res

@"str/t B/esti""aire r arriate -r - data lleti"

Sei-y the sali" ress a"d sale si=e

De2el a la" - data a"alysis.

RESEARCH DESI

A" e?lratry researh ill e "d/ted i" the ei""i" i" rder t ai" i"itial i"siht t key

-atrs reardi" re-ere"es - the h/sehlds i" /rhase - ilk. ;"e a lear /"dersta"di" - the

s/#et is -red a/sal researh ill e "d/ted t ide"ti-y the ereti" - h/sehlds tards A/l

ilk a"d

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," this researh e ha2e /sed riary data -r /"iati" st/dy. Here B/a"titati2e Researh

a" e d"e -r -lli" reas"s.

9 8/a"ti-y the data a"d e"erali=e the res/lts -r the sale t the /lati" - i"terest.

Data lleti" i" a 2ery str/t/red ay.

Statistial Data A"alysis.

H/sehld e ask res"de"t t -ill sel-adi"istered B/esti""aire. B/esti""aire is - "ly lsed

e"ded B/esti"s.

Sa$*/!"# .e'!#"

• Tar#e P&*/a!&": 9he taret /lati" -r the researh is de-i"ed as -lls&

• E/e$e": A"y H/sehlds - A"a"d F 7idya"aar 

• Sa$*/!"# U"!: A"y h/sehld

• Sa$*/!"# S!>e: 100

• Year: '010

Sa$*/!"# e,

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DATA AA4YSIS

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Bra". !'e Fre?e",!e'6

*ra"d

re8/e"y Pere"t 7alid Pere"t @//lati2e Pere"t

7alid A/l $1 $1.0 $1.0 $1.0

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re8/e"y Pere"t 7alid Pere"t @//lati2e Pere"t

7alid ! t 1

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Satis-ati"

re8/e"y Pere"t 7alid Pere"t @//lati2e Pere"t

7alid Hihly

Dissatis-ied

1 1.0 1.0 1.0

Dissatis-ied 0 0 0 1.0

 Ne/tral 1% 1%.0 1%.0 '0.0

Satis-ied 3' 3'.0 3'.0 5'.0

Hihly Satis-ied 4I 4I.0 4I.0 100.0

9tal 100 100.0 100.0

9his sale shs 2erall satis-ati" le2el they ha2e reardi" ilk its a2ailaility rie 8/ality a"d all

srts - thi". ,t shs that I0 ere"t - "s/ers are satis-ied ith 2er all ilk /rhase a"d 8/ality

./t - reai"i" '0 ere"t 1% ere"ts ha2e sh" "e/tral re-ere"e a"d ith 1 is reai"i" as Hihly

dissatis-ied.

O,,*a!&" - Bra". Cr&'' Ta8/a!&"

@ases

7alid issi" 9tal N Pere"t N Pere"t N Pere"t

*ra"d ;/ati" 100 100.0 0 .0 100 100.0

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;/ati"

C2t.

+lyee

Pri2ate

+lyee */si"ess ;ther 9tal

*ra"d A/l '1 13 13 '4 $1

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re. 9his shs that "s/ers are -rtale e"/h ith distri/ti" syste A/l has t reah t its

 te"tial /sters. 50 ere"t -

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Prie @"s/ti" @rss ta/lati"

@/"t

@"s/ti"

.

! t 1

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@ases

7alid issi" 9tal

 N Pere"t N Pere"t N Pere"t

*ra"d B/ality 100 100.0 0 .0 100 100.0

B/ality

7ery Pr Pr Cd 7ery Cd 9tal

*ra"d A/l @/"t 1 ' 41 '$ $1

ithi" *ra"d 1.4 '.I 5$.$ 3I.0 100.0

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 siti2e i"ts -r A/l a"d a"y has ale t eet the e?etati" - /sters. r lal ilk r2ider 

this t/r" /t t e a 100 ere"t. 9his iht e ea/se - 2erall "s/ers - lal ilk are r/"d a/t

"e third - A/l ilk. ," e"eral sale shs that 8/ality - ilk a2ailale i" 2.2."aar a"d a"a"d is

either d r 2ery d eather its A/l r

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di" this that +ither A/l a" red/e rie r sh/ld "2ey essae t /ster that 8/ality ilk they

are etti" is rth ayi" a"d ries are reas"ale e"/h.

@ase Pressi" S/ary@ases

7alid issi" 9tal

 N Pere"t N Pere"t N Pere"t

*ra"d Satis-ati" 100 100.0 0 .0 100 100.0

*ra"d Satis-ati"

Satis-ati"

9talHih

dissatis-ied Ne/tral Satis-iedHihly

Satis-ied

*ra"d A/l @/"t 1 1' 'I 30 $1

ithi" *ra"d 1.4 16.% 3%.4 4'.3 100.0

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IFERECE FROM THE STUDY

With A/l ei" a re"i=ed ra"d all 2er the rld a#rity - "s/ers - ilk i" 2.2."aar 

a"d a"a"d is re-erri" A/l ilk 2er lal ilk r ther s/re - ilk. With Alst $1 ere"t - 

arket share i" 2.2."aar a"d a"a"d A/l ertai"ly di"ates arket.

With hea2y "e"trati" - st/de"t i" 2.2."aar easy a2ailaility - A/l ilk has ee "e - 

st irta"t -atr i" /rhasi" A/l ilk y st/de"ts. A/l has ee" ale t li2e / t its sta"dard i"

 r2idi" 8/ality " atter hat the rd/t is. 9his is sae ase ith ilk als y data shi" that

alst %6 ere"t - "s/ers has shed that A/l ilk is - at least - d 8/ality.

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COC4USIO OF THE REPORT

We ha2e "d/ted a researh s/r2ey " L@"s/ers Pre-ere"e tards A/l ilk a"d

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BIB4IORAPHY

Re+ere",e 8&&k':

1. L@er R D"ald Shi"dler S Paela */si"ess Researh ethds 9ata Cra Hill. Pae N.13I13%

'. L @ R K;9HAR, L Researh ethdly ethds a"d 9eh"i8/es Ne Ae ,"ter"ati"al ( P )

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COSUMER FEEDBAC O AMU4 MI4 AD 4OCA4 MI4 TRADERS

We the st/de"ts - CHP,* -r '"d seester are "d/ti" a s/r2ey " "s/ers: re-ere"e

reardi" A!< ilk a"d

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1)

2) S!",e

5) H& !'

7ery

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86 Ra"k +&r *re+err!"# 4&,a/ M!/k (+r&$ 1 & )

9raditi" A--rdaility

resh"ess Diestiility

Sell ;ther reas" lease sei-y

G) Ra"k =&r *re+ere",e' (+r&$ 1 & )

Prie Q A2ailaility

B/ality Pr?iity