1

A PROJECT ON

To study the impact of advertising on consumer with reference to

Amul India.
”
                                 A PROJECT SUBMITTED
AS A PART OF INTERNAL EVALUATION

PROGRAMME: B.M.S., UNIVERSITY OF MUMBAI

SIXTH SEMESTER 2021-2022

SUBMITTED BY
SAYYED SAAD MAUZ AHMED
ROLL NO :42016

UNDER THE GUIDANCE OF

PROF. DR PRIYANKA

VASHI, NAVI MUMBAI

 2

A PROJECT ON

To study the impact of advertising on consumer with reference to

Amul India.

UNIVERSITY OF MUMBAI

SUBMITTED BY:                                                                 PROJECT

GUIDE:
SAYYED SAAD                                                   PROF.DR PRIYANKA
ROLL NO: 42016

IN PARTIAL FULFILLMENT FOR THE AWARD OF THE DEGREE OF

“BACHELOR OF MANAGEMENT STUDIES TYBMS”
SEMESTER- VI

J.K COLLEGE OF SCIENCE & COMMERCE

 3

VASHI, NAVI MUMBAI

Declaration

I, SAYYED SAAD MAUZ AHMED the student of T.Y.B.M.S. Semester VI                  

(2021- 2022) hereby declare that I have completed the project on _ 
To study the impact of advertising on consumer with reference to Amul India.

___________________________________________________________
The information submitted is true and original to the best of my

knowledge.

I will abide and take all responsibility of all issues related to

plagiarism/self- plagiarism under UNIVERSITY GRANTS
COMMISSION (PROMOTION OF ACADEMIC INTEGRITY
AND PREVENTION OF PLAGARISM IN HIGHER
EDUCATIONAL INSTITUTIONS) REGULATIONS, 2018
I, here by further declare that all information of this document has
been obtained and presented in accordance with academic rules
and ethical conduct.

Certified by

SAYYED SAAD MAUZ AHMED

                                                                                 
 4

ACKNOWLEDGEMENT
To list who all have helped me is difficult because they are so numerous and the
depth is so enormous.
I would like to acknowledge the following as being idealistic channels and fresh
dimensions in the completion of this project.
I take this opportunity to thank the University of Mumbai for giving me chance
to do this project.
I would like to thank my Principal Dr. for providing the necessary facilities
required for completion of this project.
I take this opportunity to thank our Coordinator Prof. Dr.Priyanka, for her
moral support and guidance.
I would also like to express my sincere gratitude towards my project guide                                 
Prof. whose guidance and care made the project successful.
I would like to thank my College Library, for having provided various reference
books and magazines related to my project.
Lastly, I would like to thank each and every person who directly or indirectly
helped me in the completion of the project especially my Parents and Peers who
supported me throughout my project. 

 
                                                                                                                   
5
 6

INDEX

SR NO TOPIC PAGE NO.

1 CHAPTER 1. 7
INRODUCTION

2 CHAPTER 2. 23
RESEARCH METHODOLOGY

3 CHAPTER 3. 26
LITERATURE REVIEW

4 CHAPTER 4. 27
DATA ANALYSIS AND
INTERPRETATION OF DATA

5 39
CHAPTER 5.
CONCLUSION AND SUGGESSION
 7

6 CHAPTER 6. 42
BIBLIOGRAPHY

CHAPTER 1

INTRODUCTION

1.1

INTRODUCTION OF THE STUDY.

What is advertisement?

Advertising is a form of communication that typically attempts to persuade

potential customers to purchase or to consume more of a particular brand of
product or service. Many advertisements are designed to generate increased
consumption of those products and services through the creation and
reinforcement of "brand image" and "brand loyalty". For these purposes,
advertisements sometimes embed their persuasive message with factual
information. Every major medium is used to deliver these messages, including
television, radio, cinema, magazines, newspapers, video games, the Internet and
billboards. Advertising is often placed by an advertising agency on behalf of a
company or other organization.
Amul has created the huge brand image and a vast product following by
associating mega-names like Amitabh Bachchan, Rani Mukhurjee, Vivek Oberoi,
Mandira Bedi etc. Amul invested Rs. 150 crore just on the advertising of Real
“real milk” and “Real Active”. So far the company has been successful in this
mission as the people now know the brand and ask for its products by name.
 8

Sales promotion
“An activity designed to boost the sales of a product or service. It may include
an advertising campaign, increased PR activity, a free-sample campaign, offering
free gifts or trading stamps, arranging demonstrations or exhibitions, setting up
competitions with attractive prizes, temporary price reductions, door-to-door
calling, telemarketing, personal letters on other methods”.
In marketing, sales promotion is one of the four aspects of promotion. (The
other three parts of the promotional mix are advertising, personal selling, and
publicity/public relations.) Sales promotions are non-personal promotional efforts
that are designed to have an immediate impact on sales.
Sales promotion involves short-term incentives to encourage buyers to
purchase a product. It's aim is to encourage immediate purchase of a product. If
used too often however, sales promotion can create a situation where consumers
will not buy unless there is a bonus offer. This will result in loss of profit for the
company.
More than any other element of the promotional mix, sales promotion is about
“action”. It is about stimulating customers to buy a product. It is not designed to
be informative – a role which advertising is much better suited to.

Sales promotion can be directed at:-

•The ultimate consumer (a “pull strategy” encouraging purchase)
 9

•The distribution channel (a “push strategy” encouraging the channels to stock the
product). This is usually known as “selling into the trade”

Amul’s Target Audience:-

Amul has targeted the mass market of India with no premium offerings and works
on providing the best quality products at affordable prices.

So Amul formulates its pricing policy on the low-cost price strategy which has
attracted a lot of customers in the past and it continues to do so.

Now let us understand Amul’s target audience based on customer-wise targeting

and industry-wise targeting. Their strategy divides the target audience on the
following two bases:

Customer-Based Target Audience

Segment -wise breakdown of Customer-Based target Audience

Customers- Amul Products
Kids - Chocolate, Amul Kool, Amul Milk
Youth - Amul Pizza Cheese, Cheese spread
Health Conscious- Amul Shakti, Amul Lite Butter
 10

ROMOTIONAL SCHEMES USED FOR STOCKIEST

 Encourage stockiest to participate in displays and sales contests.

 Higher Margins: Tries to give higher margins to stockiest so that they
don’t loose interest in the product and can earn good profits after meeting all
the expenses.
 Sales Contests: Sales contest are held annually and whichever stockiest has
the best sales record a prize is given to him, like free holiday to the family
etc.
 Allowances: Special allowances are given to both stockiest and stockiest
sales man if they achieve their monthly target.
 Subsidy for Promotion Budget: Company gives subsidy to the stockiest,
who spend some money on the promotional schemes, like conducting a
sampling activity.
 Danglers and Posters: Company gives posters and danglers to stockiest
which are further pasted and distributed by stockiest sales man.
 Training: Special Training is given to Stockiest Sales Man, a training
workshop is organized by the company for stockiest sales man so that they
don’t face any problem while placing their products and taking orders from
retailers.
 11

 Annual Gathering: All the stockiest meet under one roof at least once a
year and then the stockiest whose performance was best in term of sales is
awarded.
 Fun Trip: A zone wise fully paid fun trip is organized by the company for
all the stockiest once a year.
 Gathering While Launch of New Products: All the stockiest and their
sales man gather when there is a launch of a new product. Company gives
free samples & gifts to stockiest and their sales man.
 Special Trade Schemes: Special trade schemes like two SKU free with the
12 SKU.
 Free danglers and posters for publicity.

PROMOTIONAL SCHEMES USED FOR RETAILERS

 Trade allowances: Short term incentives are offered to induce a retailer to

stock up more Amul products.
 Dealer loader: An incentive given to induce a retailer to purchase and display
the products of Amul. 
 Trade contest: A contest to reward retailers those sells the most product of
Amul foods and after a specific period they are rewarded.
 Point-of-purchase displays: Extra sales tools given to retailers by Amul to
boost sales, like danglers, posters, banners etc helps in promoting sales.
 Push money: Also known as "spiffs". An extra commission paid to retail
employees to push products. This kind of practice Amul hardly follows.
 Free samples: Amul foods gives free samples are given to retailers so that
they can try that product if the product is new, or gives some discounts.
 Demos: Special demos are given to retailers and even some stands, fridge are
given by retailers.
 Discount Sales: Some special discounts are given to retailers from time to
time, like 1% cash discounts if payment is made in cash.
 12

 Retailer Coupons: Amul gives some coupons like free lunch for family etc if
the retailer buys and sells a specific amount of products.
 Higher Margins: Retailer has the highest margins and Amul foods also have
the same criteria, and retailer can further sell the Amul product to consumer at
discount keeping his margin safe.
 Allowances for additional shelf space: Company as such does not pay
anything to retailer but gives some additional benefits for giving them shelf
space which is visible to customer when ever they enter the shop.
 Merchandising Allowances: Allowances are given to Stockiest sales man for
merchandising Amul products. When ever the Stockiest sales man goes to
take orders then he also merchandises Amul products.
 Bonus Packs: Time to time Amul gives bonus packs to retailers like buy 10
get 2 free with that.
 Trade Allowance: Amul comes with different types of trade discounts from
time to time, like sometime price discounts, sometimes gifts etc.
 Free goods: Amul gives free goods on the purchase of specific number of
goods.
 Cash Rebate: Generally cash rebate is given by stockiest if retailer makes the
payment in cash at the time of purchase.
 Product sampling: Amul organizes sampling activities for its products which
are new, these activities are generally at the place where footfall is very high.
 Displays: Amul tries to give special displays to the retailers, so that they can
display their products on that.
 Point-of-Purchase Material: POP material is available in the form of
stickers, banners, displays, posters, signs, streamers, etc. put up inside and
outside the stores & other possible purchase locations.
 13

PROMOTIONAL SCHEMES USED FOR CONSUMERS

 Price deal: A temporary reduction in the price is given to consumer during

some festival session by Amul foods.
 Price-pack deal: The packaging offers a consumer a certain percentage
more of the product for the same price (for example, 25 percent extra).
 Coupons: Amul foods gives coupons during different sampling activities to
consumers and it have become a standard mechanism for sales promotions.
 Loss leader: Amul foods temporarily reduce the price of its popular product
in order to stimulate other profitable sales.
 On-shelf coupons: Coupons are present at the shelf where the product is
available.
 Rebates: Consumers are offered money back, rebate at different point of
time.
 Contests/sweepstakes/games: if a customer wins some game or contest at
the time of sampling activities then they are given a discount coupon of
products of Amul foods.
 14

 Point-of-sale displays: Displays helps the consumer easily recognize their

products, Amul keeps a special check on the displays and merchandising of
Amul products.

 Sampling Activities: Amul organizes different sampling actives at different

retail outlets.
 Gift with purchase: Amul foods gives gift items with purchase like a glass,
spoon etc.
 Money Refunds: Customer can claim for refund of money if they face some
problem with the product
 Contest /demos: There are different contests where customers play games
and win contests.
 Festival Sales: Amul foods come out with some special offers during
festival seasons like buy one get one free.
 Multi-packs: Amul foods has some products in multiple packaging which
are comparatively priced lower to the products sold in a single pack.
 Trade Fairs & exhibitions: Here Amul foods displays all range of its
products, making it easier for customers to know about product line and
choose the best out of that.
 Customer feedback: Amul foods consider its customer most important and
in case of any complaint by customer the foods department will leave all its
important work and will contact the customer.
 Contact points: Customer can contact Amul foods by writing the mail or
letter on the addresses given at the back of Amul products.
 15

Strategic Intent

We intend to significantly accelerate profitable growth. To do this, we will:

 Focus on growing our core brands across categories, reaching out to new
geographies, within and outside India, and improve operational efficiencies by
leveraging technology

 Be the preferred company to meet the health and personal grooming needs of
our target consumers with safe, efficacious, natural solutions by synthesizing
our deep knowledge of ayurveda and herbs with modern science

 Provide our consumers with innovative products within easy reach

 Build a platform to enable Amul to become a global ayurvedic leader

 Be a professionally managed employer of choice, attracting, developing and

retaining quality personnel

 Be responsible citizens with a commitment to environmental protection

 Provide superior returns, relative to our peer group, to our shareholders

 16

1.2
HISTORY OF AMUL.

Anand Milk Union Limited, popularly known as Amul is a cooperative society

based in Anand, Gujarat in India. The company was started with the motive of
providing welfare to the farmers and in the process, it went on to establish itself as
one of the most successful brands in India.
Amul was established in 1946 not merely as a brand but a movement too. A
movement that gave the farmers of Gujarat the courage to Dream, Hope, and
Live. It was founded with the purpose to stop the exploitation done by the
middlemen “Pestonjee Edulji” who marketed Polson butter.
Dr Verghese Kurein, who is known as the “Milkman of India”, was responsible
for turning India from a milk deficient country to the largest producer of milk in
the world today in which Amul has played a key role.
 17

He left his government job and decided to join Tribhuvandas Patel and Morarji
Desai who were trying to unite the farmers and form a cooperative movement
against exploitation.

They hence started the Milk Cooperative movement “Kaira District Cooperative
Milk Producers Union Ltd”, which was later renamed “Amul”.

Currently, Amul is still a cooperative company run under the guidance of RS

Sodhi, who is the Managing Director (MD) of the company. It is supervised by
Gujarat Cooperative Milk Marketing Federation Limited (GCMMF).

The company operates in the FMCG sector and has rich expertise in the dairy
segment of the industry.
 18

It has earned a lot of respect and recognition across the world by making its
presence in the global dairy trade.

Now that you know about Amul as a company, let us now understand Amul’s
business model popularly known as “The Amul Model”.

The Amul Model

This model aims to provide ‘value for money to the customers and protect the
interests of farmers simultaneously’.

The Amul Model is a three-tiered structure that is implemented in its dairy

production:

Amul acts as a direct link between milk producers and consumers that removes
the middlemen which help them offer products at affordable prices.
Farmers (milk producers) control procurement, processing, and marketing.
Run by Professional Management
With this model, Amul has made a significant impact in the market along with
taking care of the farmers and also providing value for money services to its
customers.

Let us now understand Amul’s target audience in the next section.

 19

1.3
COMPANY PROFILE
Amul is an Indian state government cooperative under the ownership of Gujarat
Cooperative Milk Marketing Federation, Ministry of Cooperation, Government of
Gujarat based at Anand in Gujarat. Formed in 1946, it is a cooperative brand
managed by the Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF),
which today is jointly controlled by 36 lakh (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. Amul is an
Indian state government cooperative under the ownership of Gujarat Cooperative
Milk Marketing Federation, Ministry of Cooperation, Government of
Gujarat based at Anand in Gujarat Formed in 1946, it is a cooperative brand
managed by the Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF),
which today is jointly controlled by 36 lakh (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.

AMUL stands for Anand Milk Union Limited. 

Type - State Government Cooperative Industry

Industry- Food processing FMCG

Founded - 1946; 76 years ago

Founder - Kshitij Katara

Headquarters - Anand, Gujarat, India

Area served – Worldwide

Key people - Rupinder Singh Sodhi

Products – Dairy

Revenue - Increase ₹386 billion (US$5.1 billion)

Owner Gujarat Cooperative Milk Marketing Federation, Ministry of Cooperation,

Government of Gujarat
 20

MISSION:

It is the Apex organisation 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.

Amul’s Marketing Campaigns and Strategy

In this section, we would go through Amul’s social media marketing strategy and
campaigns implemented by them.

1.The Story of the Amul Girl, India’s Most Loved Ad Icon.

Amul Girl is the official mascot of the Amul brand. It is a hand-drawn cartoon of
a young Indian girl dressed in a polka-dotted frock with blue hair and a pony tied
up.
 21

The Amul Girl was created as a response to Amul’s rival brand Polson’s butter-
girl back in 1967. It has made a world record for the longest run ad campaign that
ever happened on planet earth!

Here are some of the best advertisements of Amul Butter Girl,

 22

2. Amul’s Digital Marketing Strategy

In this increasingly digitized world, every brand needs to revamp its marketing
strategy. Amul too has cut down its expenditure on TV Ads and has started
focusing more on the online form of advertising just like its competitors.

But before that let’s have a look at its social media presence from the below table.

Social Media Overview

Facebook Instagram Twitter
 23

16,28,390 followers on 3,14,000 Followers 3,35,000 Followers on

Facebook on Instagram Twitter

1. Amul on Facebook & Instagram

In the present day, The shift from offline to online marketing was fairly an easy
task for Amul. They were already creating content for banners and newspapers
previously and now they just follow the same style for their creatives on
Facebook & Instagram as well.

Their most popular creatives on Facebook and Instagram revolve around the
Amul Butter Girl the buzz-worthy happenings all around the world.

Let’s now take a look at some of Amul’s digital marketing campaigns which were
a hit on Facebook as well as Instagram.

“Eat Milk with Every Meal”

In 2013, Amul hired a digital marketing agency called Draftfcb Ulka to come up
with a campaign for the digital space as well as print.
 24

The objective of this campaign was to educate Indian buyers about the goodness
of milk and its byproducts.

In older times milk was considered the world’s favourite energy drink but in the
present era of junk food, the importance of milk has been undermined.

So, in this campaign, Amul focused on repositioning Milk and its entire range of
dairy products to seem trendy and tempting to all.

Moreover, Amul created graphics to enlighten its consumers about the various
scenarios in which they could consume Amul products (along with the numerous
benefits of those products).

National Milk Day Campaign

On 26th November 2019, Amul celebrated National Milk Day by launching a new
campaign by using hashtags like,

#CelebratingDrKurien #BikeRally #VaranasitoAnand and # 26 November.

The objective of this campaign was to connect with the youth and inspire them to
be purpose-driven and motivated in their lives.

During the campaign, Amul organized a bike rally in which 50 bikers travelled
from Varanasi to Anand (2500 Kms) to meet dairy farmers, dairy professionals
and to learn about Dr Kurien and his works..
 25

Amul also launched a small 70 seconds film on Dr Kurien on Facebook,

Instagram & YouTube. It also went Live on all the above-mentioned platforms to
record the 12-day journey.

2. Amul on Twitter
 26

On Twitter, Amul has a massive fan base of over 335K followers given that
Twitter is a very different platform when compared to other social media
platforms.

On various occasions, Amul posts fun graphics featuring the Amul Butter Girl.
Many people connect with those graphics and retweet them to show how they feel
about the latest happenings in the world.

Twitter is a great platform for a brand to engage with its customers. Taking
advantage of this, Amul tries to conduct interactive activities like contests and
giveaways.

Consumer behaviour.

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. The study of consumer
behaviour draws upon social science disciplines of anthropology, psychology,
sociology, and economics. Consumer behaviour is broadly studied field. It lets the
 27

companies understand how consumer decides about buying their

product or acquiring services. 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. Consumer makes buying
decision every day and many people don’t even know the factors
which derive them to this decision. Usually the factors affecting
consumer buying behaviour include psychological, social, cultural and
Buying the new home cleaning service involves consumers’ research
for the best option available and it might take various factors in
account in its decision-making process. This thesis is about studying
which factors of social, cultural, personal or psychological
characteristics has the most effect on consumer decision making
process when selecting home cleaning service company. The research
work is carried out to highlight the important elements for customers
in the household and let the service 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 service provider. Better understanding of consumer
behaviour would let the marketers make the service structure as
desired and attractive for the household customer and maintain
business activities according to customer demands. This research
work would let the customer record their voice in understanding the
companies what kind of service do they want which can improve their
life quality with the tailored services by the service provider.
 28

4 P’S OF AMUL COMPANY:

PRODUCT Amul has a very strong product portfolio amul product portfolio is
comprised mainly of dairy products. Amul milk chocolate Amul chocozoo Amul
milk power Amul biscut Amul ice cream Amul milk Amul curd

PRICING Amul has a strategy of low cost pricing some may call it penetrative
pricing. So every customer has different price expectation from the product
penetration pricing, value pricing.

PLACE In the distribution channel, there are carring and forwarding agents,
distributors, dealers and retailer involved GCMMF is india’s largest exporter of
dairy products.

PROMOTION Fresh and innovative The clean, emotion -based ads Its turnover
on promotions.

CONSUMER BEHAVIOR AND MARKETING MANAGEMENT

 Marketing managements work around consumers which is actually the

market for them
 Understanding their behavior is very vital in every segment to plan
marketing activities accordingly.
 Both industrial and individual customers are vital in marketing
management
 29

DIVERSITY OF CONSUMER BEHAVIOR:-

 customer and consumer words are referred as synonyms but

the difference exists
 customer - the purchaser of product or service , may or may
not be the end user
 consumer- the end user , may or may not be the purchaser
 new age of business demands differentiation of customers by
individual differences in consumer expectations, preferences
and influences.
 Firms need to go into deep of consumer behavior to analyze and
act to achieve objectives

FACTOR INFLUENCING BUYING BEHAVIOR:-

 Individual factors
 Cognitive thinking process – perception , attitudes ,
Needs/motives
 Personal characteristics – demography, lifestyles ,personal
traits
 Environmental factors
 Culture- values ,beliefs, sub cultural / cross cultural factors
 Social class- social class , society
 Influence groups – family, opinion leaders, reference group
 Situational variables – purchase occasion , market
communication, shopping behavior, price , sales influence ,
product position.
 30

CONSUMER SATISFACTION:-

All business firms have realized that marketing is a core element of management
philosophy & the key to its success lies in focusing more & more on the
customers. That is, it will be the customer who will decide where the firm is
heading. Thus the challenge before the marketer is to ensure that they should
satisfy every customer.

Satisfaction is an important element in the evaluating stage. Satisfaction refers to

the buyers state of being adequately rewarded in a buying situation for the
sacrifices he has made one the customer purchase & use the product they may
then become either satisfy or dissatisfied.

The result of satisfaction to customer form the purchase of the product or services
is that more favorable post-purchase attitude, higher purchase intention & brand
loyalty to be exhibited that the same behavior is likely to be exhibited in a similar
purchasing situation. The term ‘consumer’ is a typically used to refer to someone
who regularly purchase from a particular store or company.

Customers are people who are happy with the product & services & are willing to
come back & pay for it again.

Today the firms aim to give satisfaction to the customer through marketing
concepts. The firm try to help the buyers in the solving the problem then
competitors. The marketers must see that consumers with purchasing power
constitute a potentials buyers are identified. It is essential for the marketer to carry
out the business in such a way that they give satisfaction to consumers needed.
When a firm markets a product or service it should aim to enjoy consumer’s
satisfaction & profit maximization.
 31

CHAPTER 2
RESEARCH METHODOLOGY

2.1

OBJECTIVE OF STUDY
 To know the preference of Amul Milk with comparison to other
competitive brands.
 To know the factors such as Quality, Taste, and Availability/Delivery,
Price that affects consumer’s behavior to purchase Amul milk.
 To ascertain the factors influencing the purchase of Amul products.
 To find out the socio-economic status of the consumers who is utilizing
Amul products.
2.2

SCOPE OF STUDY
 Amul product is 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 calculate various opinions of the consumers who is
using Amul products. This shows the purchasing level of the product.
 The company can come to 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.
2.3

LIMITATION OF STUDY
 The survey was conducted in short period of time.
 Lack of professional approach.
 The study was conducted in the small area.
 The chance of biased response cannot be eliminated through all necessary
steps were taken to avoid the same.

2.4

SIGNIFICANCE OF STUDY
 32

For any business venture, human resource go hand in hand. Opportunities come
and go but business comes from the ones, which are handled properly in terms of
leads. Leads for any new opportunity are very important for it to turn out a
profitable venture.

Advertisement plays a very important role in both the departments. Advertisement

helps us to market a product properly and also helps in increasing the sale of the
product as compared to competitors.

2.5
Research Methodology
 33

“Research Methodology comprises of defining & redefining problems,

collecting, organizing &evaluating data, making deductions &researching to
conclusions.”
Research methodology is considered as the nerve of the project. Without a proper
well-organized research plan, it is impossible to complete the project and reach to
any conclusion. The project was based on the survey plan. The main objective of
survey was to collect appropriate data, which work as a base for drawing
conclusion and getting result.

Method of Data Collection

Instrument for the data collection is secondary data. In today's world correct
information is the key to success. Secondary data is collected by others but
utilized or used by the researcher. Secondary data is data that has already been
collected and collated by somebody for some reason other than the current study.
It can be used to get a new perspective on the current study, to supplement or
compare the work or to use parts of it, as another study may prove costly and time
consuming

Data source:-
Data used in this research is

Primary Data:  Questionnaire

Secondary Data: Online reports related to advertising

CHAPTER 3
 34

LITERATURE REVIEW

Dr. S.P. Savitha [1]

, “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
,“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 ,”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
 35

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. Akhila D and Dr. C.
Boopathi,”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.
 36

Competitors of Amul

#1 Mother’s Dairy
Mother Dairy Fruit & Vegetable Pvt Ltd is an Indian food
processing company that manufactures, markets, and sells milk,
milk products, and other edible products. Its milk products include
cultured products, ice cream, paneer, and ghee under the Mother
Dairy brand.
The company also sells edible oils, fresh fruits and vegetables,
frozen vegetables, and processed food like fruit juices, jams,
pickles, etc. Mother Dairy was founded in 1974 as a wholly-owned
subsidiary of the National Dairy Development Board ().
 37

#2 Kwality Wall’s
Kwality Ltd. is a processor and handler of dairy products in India
listed on the Bombay Stock exchange as a Public Limited
Company. The company produces various dairy products, including
milk, ghee, butter, milk powder, curd, yogurt, cheese, etc. The
company has established a procurement network that comprises
350,000 farmer families across 4,700 villages in North India.
Kwality Ltd. has six plants in Haryana, Uttar Pradesh, and
Rajasthan with a processing capacity of 3.4 million liters
(750,000 imp gal; 900,000 U.S. gal) milk per day.
 38

#3 Mars
Mars, Incorporated is an American multinational manufacturer of
confectionery, pet food, and other food products and a provider of
animal care services, with US$33 billion in annual sales in 2015.  It
was ranked as the 6th largest privately held company in the United
States by Forbes. Headquartered in McLean, Virginia, United
States, the company is entirely owned by the Mars family.
Mars operates in five business segments around the world: Mars
Wrigley Confectionery (headquartered in Chicago, Illinois, with US
headquarters in Hackettstown and Newark, New
Jersey), Petcare, Zaventem, Belgium; Poncitlán and Jalisco,
Mexico; Querétaro, Mexico, Food (Rancho Dominguez,
California), Drinks (West Chester, Pennsylvania), and
Symbioscience (Germantown, Maryland), the company’s life
sciences division.
 39

#4 Hershey
The Hershey Company, commonly known as Hershey’s, is an
American multinational company and one of the largest chocolate
manufacturers in the world. It also manufactures baked products,
such as cookies and cakes, and sells beverages like milkshakes and
many more produced globally. Its headquarters are in Hershey,
Pennsylvania, home to Hersheypark and Hershey’s Chocolate
World. Milton S. Hershey founded it in 1894 as the Hershey
Chocolate Company, a subsidiary of his Lancaster Caramel
Company. The Hershey Trust Company owns a minority stake but
retains a majority of the voting power within the company.
Hershey’s chocolate is available across the United States and in
over 60 countries worldwide. They have three large distribution
centers with modern technology and labor management systems. In
addition, Hershey is a member of the World Cocoa Foundation. It is
also associated with the Hersheypark Stadium and the Giant Center.
#5 Britannia Industries
Britannia Industries Limited is an Indian multinational food and
beverage company Founded in 1892 and headquartered in Kolkata,
India. It is one of India’s oldest existing companies. It is now part
of the Wadia Group headed by Nusli Wadia. It is best known for its
biscuit products. The company sells its Britannia and Tiger brands
of biscuits, bread, and dairy products throughout India and in more
than 60 countries worldwide. Beginning with the circumstances of
its takeover by the Wadia group in the early 1990s, the company
has been mired in several controversies connected to its
management. However, it does enjoy a large market share and is
exceedingly profitable.
#6 Heritage Foods
Heritage Foods Limited (commonly known as Heritage Foods) is
one of the largest private-sector dairy enterprises in Southern India.
 40

Heritage’s milk products have a market presence in Telangana,

Andhra Pradesh, Karnataka, Kerala, Tamil Nadu, Maharashtra,
Delhi, Rajasthan, and Punjab. It has retail stores across Bangalore,
Chennai, Hyderabad, and Visakhapatnam. Integrated Agri
operations are in Chittoor and Medak Districts, and these are the
backbone of retail operations.

#7 Hatsun Agro
Hatsun Agro Product Ltd (HAP), often referred to as Hatsun, is a
leading private sector dairy company in India based in Chennai. R.
G. Chandramogan founded it in 1970. It had become a billion-
 41

dollar company by mid-2016. The Company was also awarded

“The Fastest Growing Asian Dairy Company.” The Dairy product
maker has been bagging the Golden Trophy from the Indian
Government for largest dairy products exporter for the last many
years.
It has various brands like Arun Ice Creams, Arokya, Ibaco, Oyalo,
Etc.

#8 Dodla Diary
Dodla Dairy Limited is a public limited company having its
registered and corporate office at the Hyderabad City of Telangana
State in India. The company was incorporated in the year 1995, and
production commenced in 1997. Currently, Our procurement is
centered in 5 states, and our products are available for purchase in
11 states. We have 94 milk chilling centers. Some of our plants are
 42

ISO 22000:2005 Certified, while two are ISO 50001:2011 (EnMS)

Certified.
Distribution and marketing operations consist of distributing their
products through 40 sales offices, 3,285 distribution agents, 861
milk distributors, and 544 milk product distributors across 11 states
in India. Additionally, as of March 31st, 2021, our milk and dairy-
based VAPs are also available through 393 “Dodla Retail Parlours,”
which commenced operations in 2016 and are spread across the
states of Andhra Pradesh, Telangana, Tamil Nadu, and Karnataka.
their product portfolio consists of Milk, Butter Milk, Ghee, Curd,
Paneer, Flavoured Milk, Doodh Peda, Ice Cream, and Milk Based
Sweets. These products are conveniently y packed to suit the
various needs of its consumers.

#9 Aavin
Aavin is the trademark of Tamil Nadu Co-operative Milk
Producers’ Federation Limited, a Tamil Nadu-based milk
producer’s union. Aavin procures milk, processes it, and sells milk
and milk products to consumers.
The company produces a wide range of products, including milk,
butter, yogurt, ice cream, ghee, milkshake, tea, coffee, and
chocolate, among other goods.
 43

#10 Dynamix Dairy
Dynamix Dairies Ltd offers the best quality products to end
consumers and implementing the latest technologies to process
quality milk for various brands in India, located in Baramati near
Pune.
44
 45

CHAPTER 5

DATA ANALYSIS AND INTERPRETATION OF DATA

Age

SRNO AGE PERCENTAGE

1 5-20 32.4%
2 20-40 52%
3 40 and above 15.7%

INTERPRETATION:- Out of the 102 respondents who use Amul products,

32.4% are age group of 5-20 years,52% are age group of 20-40 years and
remaining 15.7% are age group of above 40 years .
 46

GENDER

SR NO. OPTION PERCENTAGE

1 MALE 43.5%

2 FEMALE 56.5%

INTERPRETATION- In the above pie diagram  43.5% respondents were male

and 56.5% respondents were female.
 47

1. Are you aware of AMUL?

Ques 1 (Awareness)

Frequency Percent Valid Percent Cumulative Percent

Valid Yes 72 54.5 54.5 54.5

No 60 45.5 45.5 100.0

Total 132 100.0 100.0

SOURCE-PRIMARY DATA

INTERPRETATION- From the table above we can clearly observe that

54.5% Respondents are aware about AMUL and 45.5% are not aware
about the AMUL.

2. What are the primary reason of using a particular brand of AMUL?

 48

SR NO OPTIONS PERCENTAGE
1 Health 68.6%
2 Brand loyalty 21.6%
3 Taste 6.0%
4 Price 4.0%

INTERPRETATION-  Out of the 102 respondents who use AMUL

product ,68.6% are mostly use honey for Health reasons, 21.6% are use by brand
loyalty.

3.Where would you rate AMUL in the scale of 1 to 5 (5 being the highest)
 49

SR NO OPTIONS PERCENTAGE
1 1-lowest 2.0%
2 2-low 8.8%
3 3-neutral 21.6%
4 4-high 25.5%
5 5-highest 39.2%

SOURCE-PRIMARY DATA
INTERPRETATION-  Out of the 102 respondents who use AMUL,
8.8% are rating AMUL brand is rate 2 star , 21.6% are rating 3star, 25.5%  are
rating 4star,  and remaining is 39.2% are rating is high 5star.

4.How do you get to hear about the brand?

 50

SR NO OPTIONS PERCENTAGE
1 Print 7.0%
2 Internet 24.5%
3 TV 58.8%
4 Word of mouth 9.8%

SOURCE-PRIMARY DATA
INTERPRETATION- Out of the 102 respondents who use AMUL, 58.8% 
customers hear about this brand TV,24.5% are hear about brand on Internet and
9.8% are hear about this brand on word of mouth publicity.

5- How frequently you Purchase AMUL product?

 51

(Frequently purchasing)

Cumulative
Frequency Percent Valid Percent Percent

Valid Every Week 88 66.7 66.7 66.7

2 to 3 Week 35 26.5 26.5 93.2

Every Month 5 3.8 3.8 97.0

5 4 3.0 3.0 100.0

Total 132 100.0 100.0

INTERPRETATION- From the above Chart we can Observe that the

66.6% Consumers (Hotels and Restaurant) purchases Weekly, 26.2%
purchases between 2 to 3 Week and 3.03% orders in Every Month.
This shows the Consumption level of the Consumers.

6- On what parameter do you choose the AMUL pack size?

SR NO OPTIONS PERCENTAGE
 52

1 Family size 50%

2 Storage 16.7%
3 Availabilit 30.4%
y
4 price 3.00%

SOURCE-PRIMARY DATA
INTERPRETATION-   Out of the 102 respondents who use AMUL, 50% are
choose for Family Size , 16.7% are choose for Storage size , 30.4% are choose for
Availability. 

7. How often do you buy AMUL?

 53

SR NO OPTIONS PERCENTAGE
1 Once a month 53.9%
2 Once in two months 29.4%
3 Once in six months 16.7%

INTERPRETATION- Out of the 102 respondents who use AMUL,53.9% are buy
Once in Month , 29.4% are buy Once in two Month, 16.7% are buy Once in six
Month.

8. Are you satisfied with AMUL brand?

 54

SR NO OPTIONS PRECENTAGE
1 Yes  62.7%
2 No  16.7%
3 Maybe  20.6%

INTERPRETATION- Out of the 102 respondents who use AMUL, 62.7% are
peoples says yes they satisfied with the product , 20.6% are peoples says both
they satisfied or unsatisfied with the product and remaining is 16.7 are  says no
they unsatisfied with the product. 
 55

9.According to you what is the main reason of consuming AMUL over any other
brand?

SR NO OPTIONS PERCENTAGE
1 Quality  28.3%
2 Purity  34.8%
3 Easy availability 26.1%
4 Brand name 10.9%

INTERPRETATION- Out of 102 respondents who use AMUL, 28.3% of people

say they choose AMUL over other brands because of quality, 34.8% of people say
they choose AMUL over other brand because of purity, 26.1% of people say they
choose AMUL over other brand because of easy availability, 10.9% of people say
they choose AMUL over other brand because of brand name. 
 56

10. Do you relate with the advertisements of AMUL?

SR NO OPTIONS PRECENTAGE
1 Yes  62.7%
2 No  16.7%
3 Maybe  20.6%

INTERPRETATION- Out of the 102 respondents who use AMUL, 62.7% are
peoples says yes they relate with the advertisement of AMUL product , 20.6% are
peoples says both they sometimes relate and some times do not relate to the
advertisement of AMUL and remaining is 16.7 are  says no they do not relate to
the advertisement of AMUL. 
 57

11. Are you loyal towords the brand ?

7%

93%

NO yes

From the above diagram 93% of buyers are loyal towards the Amul brand
and 7% of buyers does not loyal towards it
 58

12. How much do you spend on amul product?

Data
below 150 150-200 above 250

above 250
15%

150-200
25%
below 150
60%

From the above diagram around 60% of of bhaiya spend 150 and below
rupees on buying amul product. Around 25% of buyers spend 150 to 200
rupees on Amul product. And 50% of buyers spend 250 rupees or above on
Amul product
 59

CHAPTER 6

CONSULATION AND SUGGESSTION

CONSULATION:-

From the survey conducted it is observed that Amul milk has a good market
share.

From the study conducted the following conclusions can be drawn. In order the
dreams comes into reality and for turning liabilities into assets one must have to
meet the needs of the customers.

The factors considered by the customer before purchasing milk are freshness,
taste, thickness and availability.

Finally I conclude that, majority of the customers are satisfied with the Amul milk
and Milk products because of its good quality, reputation, easy availabilities.
Some customers are not satisfied with the Amul Milk because of high price, lack
of dealer services, spoilage and low shelf life etc. therefore, if slight modification
in the marketing programme such as dealers and outlets, promotion programmers,
product lines etc., definitely company can be as a monopoly and strong market
leader.
Amul has also to take care of its competitors into consideration and more
importantly its customers before making any move it can be concluded that the
consumer behavior survey results are some where important to the company for
their professional as well as personal growth and development.
 60

After understanding about what the consumers actually think about their work and
the company, the management can take necessary measures to have a satisfactory
and motivated workforce.
The overall experience of the respondents towards Amul milk was found to be
satisfactory because of its good quality, reputation, easy availabilities. However,
some consumers are not satisfied with high price etc. therefore if slight
modification are done then definitely company can be as a monopoly and strong
market leader. Amul has also to take care of its competitors into consideration and
more importantly its customers before making any move.
 61

SUGGESSION: -

Milk purchasing decisions are more decided by women rather than male, because
she act as a invigilator, execute her decision and influence the same to the
purchase while ascertaining the quality, freshness and price.

Hence, I suggest GCMMF to concentrate more on the women and men

suggestions for designing the marketing strategy, because women’s role in the
house is dominant, even in the various decisions.

Occupation of the user influences the purchase decisions. The particular

occupation plays a vital role in deciding the product or services. Women segment
are influencing more on milk. Therefore, an occupation is the factor influencing
the product.

Income of the people decides the purchasing power. The high income prefers to
purchase product with the quality, freshness, thickness, etc. and vice versa. So I
suggest Amul to concentrate also on low income segment to capture market and
position themselves in the minds of the customer with required quality and
quality milk.

Since Amul is having loyal customers and therefore should concentrate more on
this factor through various potential programmes such as campaign, premium
packs, offers etc., this helps to increase the loyalty towards the Amul products.

Milk is having high demand and it is considered as a very essential products. In

present practice, purchase of milk is through dealers. In this connection dealers
approach towards the product.

Customer is influential, hence I suggest Amul to look after the dealers issue with
due care.

When product possesses quality and other important attributes naturally they
propaganda about product through word of mouth and vice versa. Therefore if
the quality and attributes are fine tuned according to the needs will help the
Amul to get reputation and addition market.

Introduction of various economic products lies may help Amul to attract the
existing and new customers and may attract all income level groups. Hence I
suggest management to introduce new product line which can satisfy the entire
group.
 62

CHAPTER 6
BIBLIOGRAPHY-

1. Kotler. P: Consumer market and consumer buying behaviour; ‘Marketing

Management’ 12th Edition; Pearson Education.
2. Karunakaran. K: Product Life Cycle; ‘Marketing Management’ 1st Edition;
Himalaya Publishing House.
3. Gupta S.L: Consumer Research & Marketing Research; ‘Marketing
research’1st Edition; Execl Books.
4. Melanie Grimes: “Honey Provides Antibiotic Benefits and a Low Glycemic
Sweetener”, Natural News Journal , January 2011.
5. Sanchez et-al; “Consumer Perception of Value”, Journal of Consumer
Satisfaction, Dissatisfaction and Complaining Behaviour, January2006.
6.WWW.AMULINDIA.COM