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A SUMMER TRAINING REPORTON
AMUL KOOL FLAVOR MILK
STUDY CONSUMER BEHAVIOR & TRADE RESPONSE FOR
AMUL KOOL FLAVOR MILK
SUBMITTED
TO
Shree D. T. RAVAL
MANAGER
AHMEDABAD DEPOT.
GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION LTD.
AHMEDABAD
UNDER THE GUIDANCE OF
PROJECT GUIDE
Dr. B.K. OZA &
Dr. H. D. VYAS
SUBMITTED BY
Abhishek Gupta
INSTITUTE OF BUSINESS MANAGEMENT
PURVANCHAL UNIVERSITY
JAUNPUR.
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PREFACE
The MBA programme is well structured and integrated course of business studies. The main
objective of practical training at MBA level is to develop skill in student by supplement to the
theoretical study of business management in general. Industrial training helps to gain real life
knowledge about the industrial environment and business practices. The MBA programme provides
student with a fundamental knowledge of business and organizational functions and activities as well
as an exposure to strategic thinking of management.
In every professional course, training is an important factor. Professors give us theoretical
knowledge of various subjects in the college but we are practically exposed of such subjects when we
get the training in the organization. It is only the training through which I come to know that what an
industry is and how it works. I can learn about various departmental operations being performed in
the industry, which would, in return, help me in the future when I will enter the practical field.
Training is an integral part of MBA and each and every student has to undergo the training for
2 months in a company and then prepare a project report on the same after the completion of training.
During this whole training I got lot of experience and came to know about the management
practices in real that how it differs from those of theoretical knowledge and the practically in the real
life.
In todays globalize world, where cutthroat competition is prevailing in the market, theoretical
knowledge is not sufficient. Beside this one need to have practical knowledge, which would help an
individual in his/her carrier activities and it is true that Experience is the best teacher.
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TRAINING REPORT CONTENTS
SECTION A
THE TRAINING REPORT PROFILE
1. Report Background
2. G.C.M.M.F.: An Overview
3. List of products marketed by G.C.M.M.F.
4. Competitive situation.
SECTION B
THE TRAINING REPORT SUMMARY/RESEARCH METHODOLOGY
1. Research Objectives
2. Research Design
3. Research Duration
4. Sampling Design
5. Size of Sample
6. Data Collection Method
7. Sampling Unit
SECTION C1. Sample Profile for Trade Response.
2. Sample Profile for Consumer Behavior.
3. Questionnaire for Trade Response.
4. Questionnaire for Consumer Behavior.
5. Data analysis & interpretation of Trade Response.
6. Data analysis & interpretation of Consumer Behavior.
7. Market Potential of the product.
8. Findings & conclusion.
9. Suggestions.
10. Limitations.
BIBLIOGRAPHY
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SECTION A
THE PROJECT PROFILE
1. Project Background & introduction
2. G.C.M.M.F.: An Overview
3. List of products marketed by G.C.M.M.F.
4. Competitive situation.
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PROJECT BACKGROUND AND INTRODUCTION
In the year 1946, the first milk union was established. This union was started with 250 litres
of milk per day. In the year 1955, AMUL was established. In the year 1946, the union was known as
KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION. This union selected the brand
name AMUL in 1955.
The brand name Amul means AMULYA. This word derived from the Sanskrit word
AMULYA. A quality control expert in Anand had suggested the brand name AMUL. Amul
products have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul
Ghee, Amul spray, Amul Cheese, Amul Munch Times, Amul Shrikhand, Amul Ice Cream, Nuramul,
Amul Milk, Amul Milk Drinks and Amulya have made Amul a leading food brand in India. Today
Amul is a symbol of many things like of the high quality products sold at reasonable prices, of the
genesis of a vast co-operative network, of the triumph of indigenous technology of the marketing
savvy of a farmers organization. And have a proven moldel for dairy development.
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G.C.M.M.F.: AN OVERVIEW
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing
organisation. It is a state level apex body of milk cooperatives in Gujarat 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.
Members: 13 district cooperative milk producers'
Union
No. of Producer Members: 2.6 million
No. of Village Societies: 12,792
Total Milk handling capacity: 10.16 million litres per day
Milk collection (Total - 2006-07): 2.38 billion litres
Milk collection (Daily Average 2006-
07):
6.5 million litres
Milk Drying Capacity: 594 Mts. per day
Cattlefeed manufacturing Capacity: 2640 Mts per day
Sales TurnoverRs
(million)US $ (in million)
1994-95 11140 355
1995-96 13790 4001996-97 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
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LIST OF PRODUCTS MARKETED BY G.C.M.M.F.
Breadspreads:
Amul Butter
Amul Lite Low Fat Breadspread
Amul Cooking Butter
Cheese Range:
Amul Pasteurized Processed Cheddar Cheese
Amul Processed Cheese Spread
Amul Pizza (Mozarella) Cheese
Amul Shredded Pizza Cheese
Amul Emmental Cheese Amul Gouda Cheese
Amul Malai Paneer (cottage cheese)
Utterly Delicious Pizza
Mithaee Range (Ethnic sweets):
Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom)
Amul Amrakhand
Amul Mithaee Gulabjamuns
Amul Mithaee Gulabjamun Mix
Amul Mithaee Kulfi Mix Avsar Ladoos
UHT Milk Range:
Amul Shakti 3% fat Milk
Amul Taaza 1.5% fat Milk
Amul Gold 4.5% fat Milk
Amul Lite Slim-n-Trim Milk 0% fat milk
Amul Shakti Toned Milk
Amul Fresh Cream
Amul Snowcap Softy Mix
Pure Ghee:
Amul Pure Ghee
Sagar Pure Ghee
Amul Cow Ghee
Infant Milk Range
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http://www.amul.com/bread-butter.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-gouda.htmlhttp://www.amul.com/desserts-shrikhand-.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-jamunmix.htmlhttp://www.amul.com/desserts-kulfi.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-gouda.htmlhttp://www.amul.com/desserts-shrikhand-.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-jamunmix.htmlhttp://www.amul.com/desserts-kulfi.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cooking-sagar.html8/7/2019 abhishek gupta prashant
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Amul Infant Milk Formula 1 (0-6 months)
Amul Infant Milk Formula 2 ( 6 months above)
Amulspray Infant Milk Food
Milk Powders:
Amul Full Cream Milk Powder
Amulya Dairy Whitener
Sagar Skimmed Milk Powder
Sagar Tea and Coffee Whitener
Sweetened Condensed Milk:
Amul Mithaimate Sweetened Condensed Milk
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:
Yogi Sweetened Flavoured Dahi (Dessert)
Amul Masti Dahi (fresh curd) Amul Masti Spiced Butter Milk Amul Lassee
Amul Icecreams:
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)
Chocolate & Confectionery:
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http://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/icecream/royal.htmlhttp://www.amul.com/icecream/nutomania.htmlhttp://www.amul.com/icecream/nature.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/icecream/royal.htmlhttp://www.amul.com/icecream/nutomania.htmlhttp://www.amul.com/icecream/nature.html8/7/2019 abhishek gupta prashant
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Amul Milk Chocolate
Amul Fruit & Nut Chocolate
Brown Beverage:
Nutramul Malted Milk Food
Milk Drink:
Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate)
Amul Kool Cafe
Health Beverage:
Amul Shakti White Milk Food
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COMPETITIVE SITUATION
Following are the major competitors in the Milk Drink sector:
Competitors Profile:
1. Amul Kool
2. Amul Kool Flavoured Bottled Milk
3. Amul Kool Thandai
4. Nestle Milk
5. Nestle Slim Milk
6. Rajavadi Mast Milk
7. Gaurav Mast Milk
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SECTION B
THE PROJECT EXECUTIVE SUMMARY/RESEARCH METHODOLOGY
1. Research Objectives
2. Research Design
3. Research Duration
4. Sampling Design
5. Size of Sample
6. Data Collection Method
7. Data Analysis Method
8. Area of Survey
9. Sample Unit
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RESEARCH OBJECTIVES
1. To estimate the market potential and perception towards Amul Kool Flavor Milk.
2. To find out the frequency of consumption of Amul Kool Flavor Milk.
3. To know the awareness level among the retailers for the Amul Kool Flavor Milk.
4. To do market analysis in order to study the usage pattern and buying behavior of
Amul Kool Flavor Milk.
5. To know the awareness level of the consumers for the Amul Kool Flavor Milk.
6. To find out the causes of not buying the Amul Kool Flavor Milk.
RESEARCH DESIGN
EXPLORATORY RESEARCH DESIGN
RESEARCH DURATION
APPROXIMATELY 6 WEEKS
SAMPLING DESIGN
CONVENIENCE BASIS
SIZE OF SAMPLE
150 RETAIL SHOPS & 100 CONSUMERS
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DATA COLLECTION METHOD
1. PRIMARY DATA
Direct Interview through Questionnaire
2. SECONDARY DATA
Websites
DATA ANALYSIS METHOD
GRAPHICAL METHOD
AREA OF SURVEY
BHAVNAGAR CITY
SAMPLING UNIT
RETAIL SHOPS &
CONSUMERS
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SECTION C
1. Sample Profile of retailers.
2. Sample Profile of consumers.
3. Questionnaire for retailers.
4. Questionnaire for consumers.
5. Data analysis & interpretation of Trade Response.
6. Data analysis & interpretation of Consumers.
7. Market Potential of the product.
8. Findings & conclusion.
9. Suggestions.
10. Limitations.
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33. Shakti General Store Devubag
34. Shri Ram Lassi Centre Devubag
35. Akshar Cream Parlour Devubag
36. Dessert Parlour Devubag
37. Avani Provision Store Tele. Exchange38. Adarsh Sweet Mart Jamadar Sheri
39. Shreeji Parlour Main Bazaar
40. Mehta Jethalal Undi Vakhar
41. Muni Pendavala Khar Gate
42. Das Pendavala Khar Gate
43. Dharmik Milk Agency Khar Gate
44. Prakeshkumar Mohanlal Nanbha Sheri
45. Krishna Dairy Rupam Chowk46. Shiv Colddrink Business Centre
47. Bharati Provision Store Vege. Market
48. Muralidhar Pan Parlour Bhidbhanjan
49. Hari Om Provision Store Bhavnagar Para
50. Raj Ashapura Milk Parlour Press Quarter
51. Khodiyar Milk Dairy S. T. Workshop
52. Amar Enterprise Fulsor
53. Poonam Pan Parlour Fulsor 54. Tulsi Colddrink Fulsor
55. Ashirvad Pan Parlour Chitra
56. Gayatri General Store Chitra
57. Amul Parlour Chitra
58. Bhagavati Pan Parlour Chitra
59. Vishwas Bakery & Store Desai Nagar
60. Sita General Store Press Quarter
61. Samarth Juice Centre Sar. Nag. Circle
62. Khodiyar Ice Cream Sar. Nag. Circle63. Ashapura Parlour Sar. Nag. Circle
64. Amar Provision Store Sindhu Nagar
65. Jainam Provision Store Rupani Circle
66. Dhanalaxmi Store Rupani Circle
67. Ravi Provision Store Gogha Circle
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68. Haridarshan Provision Store Gogha Circle
69. Kamal Store Gogha Circle
70. Amarlal Bakery Gogha Circle
71. Anmol Bakery Gogha Circle
72. Satnam Provision Store Gogha Circle73. Jagadish Provision Store Muni Dairy
74. Mahalaxmi Lassi Centre Ambavadi
75. Tirupati Ice Cream Centre Muni Dairy
76. Khodiyar Dairy Farm Muni Dairy
77. Uttam General Store Muni Dairy
78. Sahin Provision Store Muni Dairy
79. Ratnadeep Provision Store Suvidha Townsh
80. Padmavati Provision Store Suvidha Townsh81. Shivshakti Colddrink Ring Road
82. Vadavali Ice Cream Centre Gogha Jakatnak
83. Chamunda Provision Store Gogha Jakatnak
84. Deepa General Gogha Jakatnak
85. Mukeshkumar Popatlal Store Gogha Jakatnak
86. Ashok Provision Store Ram Mantra Ma
87. Sadguru Pan Store Ram Mantra Ma
88. Prashant Provision Store Ram Mantra Ma89. Shri Sriyajin Provision Store Ram Mantra Ma
90. Shri Laxmi Provision Store Lakhubhai Hall
91. Shri Ramkrishna Dairy Farm Lakhubhai Hall
92. Sitaram Provision Store Lakhubhai Hall
93. Pandya Provision Store Lakhubhai Hall
94. Sitaram General Store Bhagavati Park
95. Jalaram Provision Store Sagavadi
96. Top-3 Juice Parlour Top-3 Cinema
97. Food Zone Top-3 Cinema98. Gayatri Pan House Opp. DSP Offic
99. Himalaya Ice Cream Parlour Divanpara Road
100. Shri Nanak Bakery Navapara Chow
101. Lucky Bakery Store Nagar Pole
102. Sugand Ghar Vora Bazaar
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138. Shraddha Provision Store Sanskar Mandal
139. Shree Ramkrishna General Store Sanskar Mandal
140. Madhur Consumer Store Op.Devumatem.
141. Gopal Bakery Sindhu Nagar
142. Shankar Provision Store Sindhu Nagar143. Ramdev Cold drink Sindhu Nagar
144. Sadguru Provision Store Sindhu Nagar
145. Ramkrishna General Store Sindhu Nagar
146. Dharmendra Provision Store Atabhai Road
147. Yash Consumer Store Atabhai Chowk
148. Rajshakti Parlour Atabhai Chowk
149. King Bakers & General Store Atabhai Chowk
150. Goodluck General Store Opp. Centralsalt
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SAMPLE PROFILE OF CONSUMERS
NAME ADDRESS
1. Mr.Amit K. Derara Kalubha Chowk
2. Mr.Abhishek Gupta Waghawadi Road
3. Mr.Nitin Patel Mahavir Palace
4. Mr.Manoj Gohil Nirmal Nagar
5. Mr. Jaydee Rav Mahavir Palace
6. Mr. Jay Patel Hill Drive
7. Mr. Nirav Gajjar Ahmedabad
8. Mr. Tarang Sachaniya Kalvibid
9. Mr. Rajesh Dabhi Vijayraj Nagar
10. Mr. Haradevsinh Gohil Kalvibid
11. Mr. Rajesh Lathiya Kalvibid
12. Mr. Vipul Desai Pirachhalla Sheri13. Mr. Jignesh Gadhi Rajkot
14. Mr. Khodabha Kanani Boratalav
15. Mr. Kishore Kamaliya Sindhunagar
16. Mr. Rajesh Khimanee Sindhunagar
17. Mr. Chirag Desai Sindhunagar
18. Mr. Jitendra Solanki Gayatrinagar
19. Mr. Haribhai Bhatt Kalvibid
20. Mr. Bhavesh Patel Kalubha Chowk
21. Mr. Raju Raychura Kalanala Chowk
22. Mr. Chandresh Jadav Kalvibid
23. Mr. Javerbhai Mavani Fariyadka
24. Mr. Paresh Thakkar Jail Road
25. Mr. Chirag Solanki Bharatnagar
26. Mr. Bhavesh Rathod Gogha Road
27. Mr. Jagdish Rathod Kumbharvada
28. Mr. Nayan Mongia Kanbivad
29. Mr. Bharat Pathak Tulsi Park
30. Mr. Bhavin Lakhani Ayodhyanagar
31. Mr. Dharmendra Pandya Sitaramnagar 32. Mr. Dhiren Pathak Sagwadi
33. Mr. Kuldeepsinh Gohil Ambala-Sihore
34. Mr. Haradevsinh Gohil Tana-Sihore
35. Mr. Nikhilesh Dixit Press Quarter
36. Mr. Jignesh Mehta RLY Stadium Col.
37. Mr. Vishalsinh Gohil Ambala-Sihore
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38. Mr. Kalpesh Parekh Subhashnagar
39. Mr. Dhirubhai Kataria Kalvibid
40. Mr. Nirmal Shethwala Shivnagar
41. Mr. Rajanikant Kataria Kalvibid
42. Mr. Viral Viradia Rajkot
43. Mr. Rajiv Viradia Rajkot
44. Mr. Dinesh Vala Kalvibid
45. Mr. Dixit Shethwala Shivnagar
46. Mr. Dhirubhai Wala Bharatnagar
47. Mr. Yogesh Raval Mohannagar-Sids.
48. Mr. Rajesh Patel Shantinagar
49. Mr. Sunil Joshi Kalvibid
50. Mr. K.V. Rana Kalvibid
51. Mr. Kamlesh Patel Hill-Drive
52. Mr. Ramanik Soni Hari-Om Nagar 53. Mr. Himmatlal Harasora Devubag
54. Mr. Bipinsinh Shah Sanosara
55. Mr. Hariprasad Raval Sanosara
56. Mr. Bharat Agheda Budhel
57. Mr. Vikramsinh Raval Sagwadi
58. Mr. Nitin Solanki Kumbharwada
59. Mr. Pradeep Solanki Kumbharwada
60. Mr. Manhar Maru Kumbharwada
61. Mrs. Kailash Vegal Amar Society
62. Mrs. Jaya Beladiya Amar Society
63. Mrs. Champa Limbani Amar Society
64. Miss Shital Chavada Khodal Chowk
65. Mrs. Hansaben Chavada Amar Society
66. Miss Divya Chavda Amar Society
67. Miss Silky Dhameja Sindhunagar
68. Mrs. Kokila Dave Gogha Circle
69. Miss Dhruti Mehta Sanskar Mandal
70. Dr. N. A. Raninga Hill Drive
71. Mrs. Kumud Raval Ram mantra Mandir72. Mrs. Ruksana Panjawani Talaja Road
73. Mrs. Uma Mehta Rubber Factory Circle
74. Mrs. Magna Makwana Kalvibid
75. Miss Asmita Mandaliya Vadva Chora
76. Miss Aarti Patel Vijayrajnagar
77. Miss Dhara Patel Vijayrajnagar
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78. Miss Priti Patel Subhashnagar
79. Mrs. Divyaba Jadeja Opp. Central Salt
80. Miss Janki Patel Hill Drive
81. Mrs. Neeta Makwana Hill Drive
82. Mrs. Bhavana Kawa Hill Drive
83. Mrs. Manjula Makwana Ridhi Park
84. Miss Deepti Rathod Gayatrinagar
85. Mrs. Madhuri Solanki Kumbharwada
86. Miss Priyanka Pandya Rubber Factory Circle
87. Mrs. Nandu Solanki Kumbharwada
88. Miss Tejal Jani Kanabivad
89. Mrs. Ila Oza Saradarnagar
90. Mrs. Kailash Vegad Kumbharwada
91. Mrs. Rachana Gohil Sahakarnagar
92. Mrs. Hetal Gohil Sahakarnagar 93. Miss Sunita Budhadev Vijayrajnagar
94. Miss Khanjan Vhara Devarajnagar
95. Miss Bansi Pandya Shivaji Circle
96. Mrs. Bharati Boricha Kumbharwada
97. Mrs. Hansa Makwana Kumbharwada
98. Mrs. Kantu Makwana Kumbharwada
99. Mrs. Ranjan Makwana Kumbharwada
100.Mrs.Nirmala Boricha Kumbharwada
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QUESTIONNAIRE FOR RETAILERS
SHOP NAME: AREA:
ADDRESS:
1. Do you keep Amuls products?
(A) Yes [ ] (B) No [ ]
2. Do you know about Amul Kool Flavoured Milk?
(A) Yes [ ] (B) No [ ]
3. How do you come to know about Amul Kool Flavoured Milk?
(A) By distributors [ ] (B) By customers [ ]
(C) By other shopkeepers [ ] (D) Others [ ]
4. Do you keep Amul Kool Flavoured Milk?
(A) Yes [ ] (B) No [ ]
5. Which kind of flavor is the most popular in your shop?
(A) Kesar [ ] (B) Elaichi [ ] (C) Rose [ ] (D) Mango [ ]6. How many bottles do you sell in a month?
(A) 1 to 5 [ ] (B) 6 to 10 [ ] (C) More than 10 [ ]
7. Did you keep Amul Kool Flavoured Milk?
(A) Yes [ ] (B) No [ ]
8. Why do you not keep Amul Kool Flavoured Milk?
(A) As distributors still not approach you. [ ]
(B) Customers do not buy this product. [ ]
(C) You feel that this product will not sale. [ ]
(D) You do not get regular supply/service. [ ]
(E) Other reasons. [ ]
9. Retailers view about why consumers do not buy Amul Kool
Flavoured Milk?
(A) Unawareness about product. [ ]
(B) Does not like taste. [ ]
(C) Higher Price. [ ]
(D) Other reasons. [ ]
10. How much stock do you keep approximately?
(A) 1 to 5 [ ] (B) 6 to 10 [ ] (C) More than 10 [ ]
11. Do you think that the packaging of Amul Kool Flavoured Milk isattractive?
(A) Yes [ ] (B) No [ ]
12. Do you think that logo of Amul is required to increase the sale of
Amul Kool Flavoured Milk?
(A) Yes [ ] (B) No [ ]
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QUESTIONNAIRE FOR CONSUMERS
CONSUMER NAME: AGE:
ADDRESS:
1. Do you know about Flavoured Milk?
(A) Yes [ ] (B) No [ ]
2. Do you know about Amul Kool Flavor Milk?
(A) Yes [ ] (B) No [ ]
3. How did you come to know about Amul Kool Flavoured Milk?
(A) By friends [ ] (B) By relatives [ ]
(C) By shopkeepers [ ] (D) By advertisement (E) Others [ ]
4. By which media of advertisement you knew about Amul Kool Flavored
Milk?
(A) Newspaper [ ] (B) Television [ ] (C) Magazine [ ] (D) Others [ ]
5. Do you buy Amul Kool Flavoured Milk?(A) Yes [ ] (B) No [ ]
6. Why do you buy Amul Kool Flavoured Milk?
(A) Good quality [ ] (B) Good taste [ ] (C) Cheaper than other products [ ]
(D) Branded company [ ] (E) Other reasons [ ]
7. Which flavor do you like most in the Amul Kool Flavoured Milk?
(A) Rose [ ] (B) Mango [ ] (C) Elaichi [ ] (D) Kesar [ ]
8. Why do you not buy Amul Kool Flavoured Milk?
(A) Unawareness [ ] (B) Dont like taste [ ] (C) Higher price [ ]
(D) Other reasons [ ]
9. Did you buy Amul Kool Flavoured Milk?
(A) Yes [ ] (B) No [ ]
10. Which other brands do you buy?
(A) Amul Kool [ ] (B) Amul Kool Thandai [ ]
(C) Amul Kool Chocolate Milk [ ] (D) Other product [ ]
11. Which brand do you like most?
(A) Amul Kool Chocolate Milk [ ] (B) Amul Kool Flavoured Milk [ ]
(C) Amul Kool [ ] (D) Amul Kool Thandai [ ] (E) Other [ ]
THANK YOU
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2. Do you know about Amul Kool Flavoured Milk?
Yes 80.67%
No 19.33%
Out of 150 retailers, 80.67% (121) retailers know about Amul Kool Flavoured
Milk and 19.33% (29) retailers do not know about the product. So the G.C.M.M.F.
needs to go for aggressive marketing strategies to get attention in the market.
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Awareness of "Amul Kool Flavor Milk"
Yes
NO
80.67%
19.33%
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3. How do you come to know about Amul Kool Flavoured Milk?
By distributors 57.85%
By customers 13.22%
By other shopkeepers 14.05%Others 14.88%
From the entire sample retailers, majority 57.85% (70) retailers were come to
know about the product by distributors, so other modes of communication needs to be
exercised properly for creating more awareness among retailers.
30
Mode of awareness to retailers
Distributor Customers Other shopkeepers Others
57.85%13.22%
14.05%
14.88%
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4. Do you keep Amul Kool Flavoured Milk?
Yes 47.11%
No 52.89%
As it can be seen in the graph that majority of the retailers do not keep Amul
Kool Flavoured Milk. Only 47.11% (57) retailers keep Amul Kool Flavoured Milk.
So the G.C.M.M.F. needs to advertise its product.
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Do you keep "Amul Kool Flavor Milk"?
47.11%
52.89% Yes
No
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6. How many bottles do you sale in a month?
1 to 5 66.67%
6 to 10 19.30%
More than 10 14.03%
Bottles sold in a month
66.67%14.03%
19.30%
1 to 5
6 to 10
More than 10
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57 retailers keep Amul Kool Flavor Milk, out of them 66.67% (38) retailers cansale the bottles 1 to 5 in a day. 6 to 10 bottles can be sold by 11 retailers in a day.
7. Did you keep Amul Kool Flavor Milk?
Yes 66.94%
No 33.06%
34
Retailers who were kept earlier
66.94%
33.06%
Yes
No
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Out of 121 retailers, 66.94% (81) retailers were keeping and 33.06% (40) retailerswere not keeping Amul Kool Flavor Milk. So the G.C.M.M.F. needs to advertise its
product.
8. Why do you not keep Amul Kool Flavor Milk?
Distributors still not approach you. 3.13%
Customers do not buy this product. 54.69%
Feel that this product will not sale. 6.25%
You do not regular supply. 6.25%
Other reasons. 29.36%
35
Reasons for not keeping the product
6.25%
6.25%
3.13%
29.69%
54.69%
Dist. Not approached youCustomers don't buy
feel that this product will bot sale
dont get teguler supply
other reasons
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Out of 64 retailers, 54.69% (35) retailers do not keep the product due to customerdo not purchase this product. So the G.C.M.M.F. needs to advertise its product.
9. Retailers view about why consumers do not buy Amul Kool Flavor Milk.
Unawareness about the product. 29.97%
Do not like taste. 6.61%
Higher price . 52.07%
Other reasons. 17.36%
36
Perception of Retailers about not
buying the product by consumers
17.36%
29.97%
6.61%
52.07%
Unawareness
about product
Does not liketaste
Higher Price
Other reasons
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As per the retailers view, 52.07% (63) retailers say that due to higher price,
customers do not buy this product.Where as 23.97% (29) retailers say that they are not aware about the product. So
there is need of advertisement.
10. How much stock do you keep approximately?
1 to 5 8.77%
6 to 10 7.02%
More than 10 84.21%
STOCK OF THE GOODS
37
8.77%
7.02%
84.21%
1TO 5
6TO10
More than 10
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Out of 57 retailers, 84.21% (48) retailers keep more than 10 bottles in the stock. Where
as 8.77% (5) retailers keep 1 to 5 bottles in the stock.
11. Do you think that the packaging of Amul Kool Flavor Milk is attractive?
Yes 71.90%
No 28.10%
38
Is packaging of the product is
attractive?
71.90%
28.10%
Yes No
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Out of 121 retailers, 71.90% (87) retailers say that the packaging of the product isattractive.
So the packaging of the Amul Kool Flavor Milk is attractive.
12. Do you think that the logo of Amul is required to increase the sale of the product?
Yes 69.42%
No 30.58%
39
Requirement of "Amul" logo.
30.58%
69.42%
Yes
No
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Out of 121 retailers, majority of the retailers 69.42% (84) retailers say yes and
30.58% (37) retailers say no.So the logo of Amul is required to increase the sale of the product.
13. What are ideas about to increase the sale of the Amul Kool Flavored Milk?
Price should be decreased 68.60%
Change in the taste 9.09%
Improvement in the system 19.01%
Other ideas 3.30%
40
Ideas to increase the sale
9.09%
19.01%
3.30%
68.60%
Price should
be decreasedChange in the
taste
Improvement
in the
promotionOther ideas
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Majority of the retailers 68.60% (83) retailers say that the price should be decreased and
19.01% (23) retailers are in favor of improvement in the promotion strategy.So the G.C.M.M.F. should advertise to increase the sale of the product.
14. Why do people buy Amul Kool Flavor Milk?
Better quality 56.20%
Good taste 23.14%
Hobby 2.48%
Other reasons 18.18%
41
Reasons of buying the product by
customers
Better quality
Good taste
Cheaper thanother products
Hobby
Other reasons56.20%
23.14%
2.48%
18.18%
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56.20% (68) retailers believe that the consumers buy this product because ofbetter quality. 23.14% (28) retailers say about good taste.
So the quality of the product is good.
15. Do you get sufficient stock of the product?
Yes 92.98%
No 7.02%
42
Sufficient stock of the product7.02%
92.98%
Yes
No
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Out of 72 retailers, 41.67% (30) retailers say about Amul Kool Flavor Milk.
While the Amul Kool is the 2nd most popular brand.
18. How much profit do you get on other brands?
Less than Amul Kool Flavor Milk 38.46%
Same as Amul Kool Flavor Milk 15.38%
More than Amul Kool Flavor Milk 46.15%
45
Profit margin on other brands
compare to "Amul Kool FlavorMilk"
Less than "Amul Kool Flavor Milk"
Same as "Amul Kool Flavor Milk"
More than "Amul Kool Flavor Milk
38.46%
15.38%
46.15%
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Out of 39 retailers, 46.15% (18) retailers are getting profit more than Amul KoolFlavor Milk while 15.38% (6) retailers are getting same as Amul Kool Flavor Milk.
DATA ANALYSIS & INTERPRETATION OF CONSUMER BEHAVIOR
1. Do you know about Flavor Milk?
Yes 74%
No 26%
Awareness of Flavor Milk
46
74%
26%
Yes
No
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Out of 100 consumers, 74% (74) people know about Flavor Milk and 26% (26)people do not know about Flavor Milk. So the G.C.M.M.F. should advertise for
product to increase the level of the awareness and sales of the product.
2. Do you know about Amul Kool Flavor Milk?
Yes 74%
No 26%
Awareness of Amul Kool Flavor Milk
Awareness
Aa
47
74%
26%
Yes
No
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Out of 100 consumers, 74% people know about Amul Kool Flavor Milk and
26% people dont know about Amul Kool Flavor Milk. So the G.C.M.M.F. should
advertise to increase the level of awareness and sales of the product.
3. How did you come to know about the Amul Kool Flavor Milk?
By friends 13.51%
By relatives 9.46%
By shopkeepers 38.57%
By advertisements 34.29%Others 8.11%
Know about Amul Kool Flavor Milk
48
9.46%34.29%
8.11% 13.51%
38.57%
By friends
By relatives
Byshopkeepers
Byadvertisement
Others
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Out of 74 consumers, 38.57% (27) consumers have come to know about the
product by shopkeepers and 34.29% (24) people have come to know by advertisement.
So the G.C.M.M.F. needs more advertisement to increase the sale of the product.
4. By which media of advertisement you knew about Amul Kool Flavor Milk?
Newspapers 20.83%
Television 45.83%
Magazine 8.33%
Others 25.00%
Media of advertisement
49
20.83%
45.83%
8.33%
25.00%
Newspaper
Television
Magazine
Others
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Out of 24 people who have come to know about this product, from them 45.83%
(11) consumers have known by television and 8.33% (2) consumers have known bymagazine.
So the G.C.M.M.F. should increase the advertisements.
5. Do you buy Amul Kool Flavor Milk?
Yes 77.03%
No 22.97%
Buying of the product
50
77.03%
22.97%
Yes
No
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Out of 74 consumers, 77.03% (57) consumers buy this product and 22.97% (17)
consumers do not buy this product.So the G.C.M.M.F. should launch beneficial strategy for the consumers to
increase the sale of this product.
6. Why do you buy Amul Kool Flavor Milk?
Good quality 36.84%
Good taste 47.37%
Cheaper than other product 1.75%
Branded company 14.04%
Other reasons 0.00%
Reasons of buying the product
51
47.37%
36.84%
0.00%
1.75%
14.04%Good quality
Good taste
Cheaper thanother product
Brandedcompany
Other reasons
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Out of 57 consumers, 36.84% (21) consumers buy because of good quality,47.37% (27) consumers buy because of good taste and 14.04% (8) consumers purchase
because of branded company.
7. Which flavor do you like most in the Amul Kool Flavor Milk?
Rose 19.30%
Mango 8.77%
Elaichi 35.09%
Kesar 36.84%
Flavor like most in the Amul Kool Flavor Milk
52
35.09%
8.77%
19.30%
36.84%
Rose
Mango
Elaichi
Kesar
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Out of 57 consumers, 36.84% (21) consumers like Kesar, 35.09% (20) consumers
like Elaichi, 19.30% (11) consumers like rose and 8.77% (5) consumers like mango.So Kesar is the most popular flavor in Bhavnagar city.
8. Why do you not buy Amul Kool Flavor Milk?
Unawareness 60.47%
Dont like taste 2.32%
Higher price 11.63%
Other reasons 25.58%
Reasons of not buying the product
53
60.47%
2.32%
11.63%
25.58%
Unawareness
Don't like taste
Higher price
Other reasons
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Out of 43 consumers, 60.47% (26) consumers do not buy because of unawareness,25.58% (11) consumers do not buy because of other reasons and 11.63% (5) consumers
do not buy because of higher price.
9. Did you buy Amul Kool Flavor Milk?
Yes 72.97%
No 27.03%
Did you buy Amul Kool Flavor Milk?
54
72.97%
27.03%
Yes
No
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Out of 57 consumers, 38.60% (22) consumers buy Amul Kool Chocolate Milk,26.32% (15) people buy Amul Kool and 19.30% (11) people do not buy any product
except Amul Kool Flavor Milk.
11. Which brand do you like most?
Amul Kool Chocolate Milk 30.30%
Amul Kool Flavor Milk 45.45%
Amul Kool 15.15%
Amul Kool Thandai 3.03%
Others 6.06%
Brand like most
56
45.45%
30.30%
15.15%
6.06%
3.03% Amul Kool
Chocolate MilkAmul KoolFlavor milk
Amul Kool
Amul KoolThandai
Others
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Out of 66 consumers, 45.45% (30) consumers like Amul Kool Flavor Milk most,
30.30% (20) consumers like Amul Kool Chocolate Milk most and only 3.03% people likeAmul Kool Thandai.
So most of the people like Amul Kool Flavor Milk.
MARKET POTENTIAL OF THE PRODUCT
Bottles sold in a month by 57 retailers.
Approximately Middle Value Retailers Total
1 to 5 3 38 114
6 to 10 8 11 88
More than 10 13 8 104
Total 306
Approximately 306 bottles may be sold in a month.
Total Bottles sold in a year by 57 retailers.
306 * 12 = 3672
Approximately 3672 bottles may be sold in a year.
Total retailers of the Bhavnagar city who keep this product
Out of 150 retailers, only 57 keep this product.So, out of 500, how many keep this product?
500 * 57 = 190
150
Out of 500 retailers of the Bhavnagar city, 190 retailers keep this product.
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Total bottles sold in a year by 190 retailers.
3672 * 190 = 6, 97,680
Here the total population is 7, 50, 000 in the city. Out of them, 10% are belong to class A,
18% are belong to class B, 21% are belong to class C, 22% are belong to class D and 29% are belong
to class E. Here we will count only A, B, and C class of the total population that is 49%.
So,
Out of 100, we will select only 49
So, out of 7, 50,000, how many we should select?
7, 50,000 * 49 = 3, 67, 500
100
Out of the total population, we will select 3, 67, 500.
Now in my research work, the sample size of the consumers is 100. In that 74 people are
belonging to A, B, and C class to whom we will select.
Out of these 74 people, 57 are the consumers of this product. Now we will find the total
consumers of this product in the Bhavnagar city.
Total consumers in the city.
Out of 74 people, 57 buy this product
Then out of 3, 67, 500, how many buy this product?
3, 67, 500 * 57 = 2, 83, 074
74
2, 83, 074 people buy this product.
Frequency of the consumers to buy the product.
Here we will divide the total bottles sold in a year with the consumers.
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6, 97, 680 = 2.46
2, 83, 074
So we have found that the frequency of the consumers is 2.46 per year. That means every 2
years, the consumer buys 5 bottles.
FINDINGS & CONCLUSION
During the survey, it was found that still there 19.33% retailers are unaware about the Amul
Kool Flavor Milk.
From the survey it was found that only 47.11% retailers keep Amul Kool Flavor Milk.
Because customers do not buy the product according to the retailers.
The price of the product is very high as compare to its quantity of the product.
Kesar is the most popular flavor in the Amul Kool Flavor Milk.
Generally people buy the product because of better quality and brand name.
74% people are aware about this product in Bhavnagar city.
Advertisement should be given to increase the level of awareness and sale of the product.
From the awareness level, more than 77% people buy this product.
From the consumers view, more than 47% people buy this product because of good taste.
The Amul Kool Flavor Milk is the most popular brand and Amul Kool Chocolate Milk is the
2nd most popular brand in the Bhavnagar city.
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The total retailers in the Bhavnagar city for the product are 190 and the total bottle sold in a
year is 6, 97, 680.
The total consumers in the city are 2, 83, 074 and after every 2 years, the consumer buys 5
bottles.
SUGGESTIONS
In order to maintain and increase the sales in the city of Bhavnagar, the following
recommendations regarding Amul Kool Flavor Milk; particularly regarding promotional policies is
hereby suggested;
The price of the product is so high. So the price should be decreased to increase the sale
of the product.
The G.C.M.M.F. should advertise for the product to increase the awareness level and sales
of the product.
The G.C.M.M.F. should launch beneficial schemes like 2+1 or 4+1, etc. to increase the
sale of the product.
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LIMITATIONS
Limited time available for interviewing the respondents. As a result of this it was not possible
to gather full information about the respondents.
The respondents were not very comfortable while revealing their correct usage pattern, no
cause they may feel that they would be called or visited again and again.
Non-cooperative approach and rude behavior of the respondents.
If the respondents answer does not falls between amongst the options given then it will turn up
to be a biased answer.
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BIBLIOGRAPHY
1. Research Methodology by C.R. Kothari
2. www.amul.com
3. www.google .com
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