Executive summary

As we scale the chronological ladder of time, we find a number of industries that have assumed
significance in Indian economy. With the rapid globalization, this growth is likely to accelerate in
future.

The purpose of the project was to find out effective means of marketing communication
for Amul Milk followed this path with focused strategies for improving corporate
minimize the cost of marketing communication channel. The project involved discussing
the drivers of marketing communication mix, management performance because it is a
barometer for the underlying business behavior. The objective was to better assess the true
potential of the company and its ability to achieve sustainable results from this
potential.This project was done at Amul Industry on the topic“To Study On Consumer
behaviour And brand Positioning of Amul milk in Aurangabad.”

The data was collected through interviews with customers in Aurangabad city after
analyzed i have suggested to have the orders with confirmed delivery date and time. This project is
helpful for company to further study on Inventory Management. This project deals with customer
satisfaction towards Amul Milk in Aurangabad. The different study on the customer satisfaction,
and market analysis was done. During my summer internship project at Amul Milk. I worked on
the summer internship project titled “To Study On Consumer behaviour And brand Positioning of
Amul milk in Aurangabad.”

. I worked on the activities of marketing which made me acquainted with the actual marketing
practices which takes place in the market like I had retail shops to know there view & brand
Positioning towards Amul Milk. In which I have noted the feedback from the customer about the
Milk which Milk they preferred daily and quantity of Milk they consume daily. For collection of
the data I used the depth interview method.

I had collected the primary data through the questionnaire, observation.Sample size of
236 respondents was taken for the study whose responses were studied and
interpreted.The sampling design was used convenience sampling. The process of analysis
was done through excel work sheets, frequency table, percentage analysis etc.
Page | 1
 Finally I conclude that majority of preferred Amul Milk because of its good quality
and reputation. Customer is very conscious during purchasing the Milk. I suggest to the
Amul good techniques to be used by the company to create awareness towards Amul
Milk. Quality taste of the products as per the consumer requirements. All the promotion
tools use the very well

I have done my summer internship on 30thJully during the summer internship I learned lot
more about the customer behaviour Brand positioning. I learned the through the project
consumer behaviour is very difficult to understand. Consumer’s preferences, taste are very
different .retailer are not provided correct information about the preferences.

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 INDUSTRY PROFILE

INDUSTRY PROFILE
India is the world’s largest producer of dairy products by volume,
accounting for more than 13% of world’s total Milk production, and it also has the
world largest dairy herd. As the country consumes almost all of its own Milk
production, India was neither an active importer nor an exporter of dairy products
prior to year 2000From 2001, India has become a net exporter of dairy products and
after 2003 India’s dairy import has dipped while exports have increased at a fast rate.
Yet the country’s share in global dairy trade still remains at minor levels of 0.3 and
0.4 present for exports and imports respectively. This is due to the direct consumption
of liquid Milk by the producer households as well as the demand for processed dairy
products that has increased with the growth of income levels, which have left little
dairy surpluses for export. Nevertheless, India consistently exports specialty products
such as casein for food processing or pharmaceuticals. The Indian dairy sector is also
different from other dairy producing countries as India places its emphasis on both
cattle and buffalo milk. In 2010, the government and the National Dairy Development
Board have drawn up a National Dairy Plan (NDP) that proposes to nearly double
India’s Milk production by 2020. This plan will endeavour to increase the countries
Milk productivity, improve access to quality feeds and improve farmer access to the
organised market. These goals will be achieved through activities that focus on
Page | 3
increasing cooperative membership and growing the network of Milk collection
facilities throughout India.

Despite its huge production volume, India nevertheless faces a Milk supply gap due to
increasing demand from a growing middle class population. Estimation suggests that
Indian dairy production is growing at a rate of about four per cent per year, yet
consumer demand is growing at approximately double that rate. Apart from the
rapidly increasing demand for Milk and dairy products, other reasons such as the
increased cattle feed cost and low availability of dairy farm labour in the rural areas
have also resulted in increase in the cost of production. On the other hand, the strong
pressure from EU to open up its market as well as the proposed free trade agreement
with Australia and New Zealand may also put India’s dairy sector in the risk of being
jeopardised. In order to maintain the development of its dairy industry, focus needs to
be placed on several areas. First, cost of production has to be reduced through
increasing productivity of animals, improve animal health care and breeding facilities
and management of dairy animals. Second, Indian dairy industry needs to further
develop proper dairy production, processing and marketing infrastructure, which is
capable of meeting international quality requirements. Third, India can focus on
buffalo milk based speciality products.

Cooperative Movement in Dairying

Immediately after India gained independence in 1947, the milk Control Board
was established to control the dairy supply and distribution chains. However, a
number of issues emerged. First, the middlemen got hold of the sales profit and the
share of producers in the sales declined. Second, as processing units were set up in
cities, it became difficult for the Milk to be procured and transported the production
centres in the rural areas. Consequently, the yield of Milk declined and imports of
milk powder went up.
While the government was trying to deal with these problems, a cooperative was set
up in the village of Kaira in Gujarat to collect process and market Milk. Subsequently,
the Kaira Cooperative Union established a marketing agency named Gujarat
Cooperative milk Marketing Federation, which follows a three‐layer structure that
collects processes and markets dairy products at village, district and state levels. The
district units also provide technical support to the Milk producers and a range of

Page | 4
services such as feed, veterinary care, artificial insemination, education and training.
These Milk cooperatives of Gujarat today own the GCMMF, the largest food products
business in India. GCMMF is also the largest exporter of dairy products from India
and owns the availability Amul. The foundation of Indian dairy industry’s cooperative
movement was thus set and federal and egalitarian structure of these cooperatives
ensured social and economic equity. The government then set up the National Dairy
Development Board (NDDB) in 1965, which prepared a blueprint for dairy

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.

Industry Structure, Production and Consumption

Industry Structure
While it is estimated that around 40 to 50 per cent of Indian dairy farmers are
employed by the
Organised sector, approximately 65 per cent of milk in India is consumed (in fluid or
processed forms) on farm or by the unorganised sector including local milk vendors,
wholesalers, retailers, and the producers themselves. Of the total milk distributed
jointly by both the organised and unorganised sector, around 46 per cent of the milk is
consumed in fluid form and the rest is processed into various milk products such as
butter, yogurt and milk powder.

India’s milk processing industry is small compared to the large amount of raw milk
produced every year. Almost 55 per cent of the milk produced is consumed by the
producer household. Of the remaining, two‐third is sold in informal markets and 15‐
16 per cent of the total milk produced in India is processed by the organised market,
including dairy cooperatives and the private sector. During 1999‐2000, there were
around 770 dairy processing units in the organised sector. Vendors and milk dealers
dominate the informal market where the former generally procures milk from
producers and sells them to urban households, while the latter supplies to private
processing units. Of the milk that enters the formal and informal market, almost 45
per cent is consumed in the raw form while the remaining is processed to produce
ghee, khoa, butter, curd, cottage cheese, etc. For an overview of India’s Milk
production volume by State.
Production
The Indian dairy sector is different from other dairy producing countries as India
places its emphasis on both cattle and buffalo milk. Out of all bovine population in
India, 40 per cent are indigenous cows, 46 per cent are buffaloes and 14 per cent are
imported European or North American cattle crossbreeds. Out of the nation’s total

Page | 6
milk production, about 55 per cent comes from buffaloes, and the remainder from
dairy cows. Traditionally, buffalo milk has been preferred for its high milk fat
content. However, as the organised sector procures more milk, dairy cattle becoming
more popular due to their increased yields and shorter dry periods.

World scenario:
Annual world trade in milk products (excluding intra-EU) amounts to 33Million
tonnes, valued at US$ 10 billion. Barely 6 to 7% of the world milk Production is
traded internationally. The bulk of the world dairy trade is in Cheese, butter and
powders. A growing shift towards cheese is expected in the near future. Two dynamic
products the with a substantial projected growth in the coming years are yoghurt and
dessert. The international dairy trade is dominated by four players - EU, New
Zealand, and Australia and USA - which together account for 85% of all exports. New
Zealand and Australia Export as much as 80 and 50% of their milk production
respectively. The Asia-Pacific Region has been and will remain a net milk importer in
the foreseeable future. It accounts for the bulk of milk powder imports and half of the
imports of condensed and evaporated milk. In contrast, most cheese imports go from
developing countries to Developed countries such as Japan and the United States. The
dairy industry is regulated in most countries through various ways. Imports are
commonly restricted, and exports frequently subsidised. High dairy price supports in
many countries are put in place to stimulate production to the extent those subsidies
for exports are necessitated to maintain domestic dairy programmes.
In the United Kingdom all the Milk produced by farmers is procured by the
cooperatives. Private dairies are required to buy their Milk requirement from
cooperatives. New Zealand has no private sector dairy plant. As many as 90% of
dairies in the erstwhile west Germany and 100 per cent in Denmark, Netherlands and
Sweden are in the cooperative sector.In the United States 70 per cent of the dairy
programmes are subject to more government participation.
Indian scenario:
Dairy is a place where handling of milk products is done and technology refers to the
application of scientific knowledge for practical purposes. In developed dairying
countries such as the U.S.A., the year 1850 is seen as the dividing line between farm
and factory-scale production. Various factors contributed to this change in these

Page | 7
countries, viz. concentration of population in cities where jobs were plentiful, rapid

Page | 8
industrialization, improvement of transportation facilities, development of machines,
etc. whereas the rural areas were identified for Milk production, the urban centres
were selected for the location of Milk processing plants and product manufacturing
factories. These plants and factories were rapidly expanded and modernized with
improved machinery and equipment to secure the various advantages of large-scale
production. Nearly all the Milk in the U.S.A. before 1900 was delivered as raw
(natural) Milk. Once pasteurization was introduced, it developed rapidly. Mechanical
refrigeration helped in the rapid development of the factory system of market Milk
distribution.

INDIAN DAIRY INDUSTRY

In India, dairying has been practiced as a rural cottage industry since the remote past.
Semi- commercial dairying started with the establishment of military dairy farms and
co-operative milk unions throughout the country towards the end of the nineteenth
century.
Gradually farmers within easy driving distance began delivering Milk over regular
routes in the cities. This was the beginning of the fluid Milk-sheds which surround the
large cities of today. Prior to the 1850s most Milk was necessarily produced within a
short distance of the place of consumption because of lack of suitable means of
transportation and refrigeration.
The Indian Dairy Industry has made rapid progress since Independence. A large
number of modern Milk plants and product factories have since been established.
These organized dairies have been successfully engaged in the routine commercial
production of pasteurized bottled milk and various Western and Indian dairy products.
With modern knowledge of the protection of milk during transportation, it became
possible to locate dairies where land was less expensive and crops could be grown
more economically.

HISTORY OF INDIANMARKETMILKINDUSTRY
Beginning in organized milk handling was made in India with the establishment of
Military Dairy Farms. But in the early stages Co-operative milk Unions were
established all over the country on a small scale. Long distance refrigerated rail-
transportation was there from Anand to Bombay since 1945. Pasteurization and
bottling of milk on a large scale for organized distribution was started at Aarey

Page | 9
(1950), Calcutta (Haringhata, 1959), Delhi (1959), Worli (1961), Madras (1963) etc.
Establishment of milk Plants under the Five-Year Plans for Dairy Development all
over India. These were taken up with the dual object of increasing the national level
of milk consumption and ensuing better returns to the primary milk producer. Their
main aim was to produce more, better and cheaper milk.

BASIC FEATURES AND FACTS

Dairy in rural India part of mixed crop livestock farming. Traditionally multiple
functions were performed, like producing Milk for household consumption, dung as
manure and fuel. Also, dairy generates a continuous flow of income in rural India &
acts as a cushion against income shocks arising due to crop fail

PRESENT STATUS OF DAIRY DEVELOPMENT

Development of dairy industry in India primarily due to NDDB cooperative model &
NDDB was responsible for implementing `Operation Flood ` (OF) Program between
1970 and 1996.The OF was implemented in three phases with OF-1 in 1970; OF-2 in
1979; and OF-3 in 1986.Under OF a large dairy infrastructure (dairy plants, feed
plants, rail and road Milk tankers etc.) has been created as per the requirements. But
the OF programmer was confined to the most potential Milk producing areas for what
some areas were neglected. So no

Page | 10
 COMPANY PROFILE

COMPANY PROFILE
The Kaira District Cooperative milk Producers‟ Union Limited was established on 4
January 1946 as a response to exploitation of marginal milk producers in the city of
Anand (in Kaira district of the western state of Gujarat in India) by traders or agents
of existing dairies. Producers had to travel long distances to deliver milk to the only
dairy, the Polson Dairy in Anand – often Milk went sour, especially in the summer
season, as producers had to physically carry milk in individual containers. These
agents decided the prices and the off-take from the farmers by the season. Milk is a
commodity that has to be collected twice a day from each cow/buffalo. To collect
Milk from Anand and supply to Bombay city in turn (about 400 kilometres away).
India ranked nowhere amongst Milk producing countries in the world in 1946.
The producers of Kiara district took advice of the nationalist leaders, Sardar
Vallabhbhai Patel (who later became the first Home Minister of free India) and
Morarji Desai (who later become the Prime Minister of India).

Page | 11
 Farmers who would deliver 1-2litters of milk per day. Village level
cooperatives were established to organize the marginal milk producers in each of
these villages. The first modern dairy of the Kiara Union was established at Anand
(which popularly came to be known as AMUL dairy after its availability name). The
new plant had the capacity to pasteurized 300,000 pounds of milk per day;
manufacture 10,000 pounds of butter per day, 12,500 pounds of milk powder per day
and 1,200 pounds of casein per day. Indigenous R&D and technology development at
the Cooperative had led to the successful production of skimmed milk powder from
buffalo milk – the first time on a commercial scale anywhere in the world.

The foundations of a modern dairy industry in India had just been laid as India
had one of the largest buffalo populations in the world. We move to year 2000. The
dairy industry in India and particularly in the State of Gujarat looks very different.
India has emerged as the largest Milk producing country in the world. Gujarat
emerges as the most successful State in terms of milk and milk product production
through its cooperative dairy movement.

The Kiara District Cooperative milk 4 Producers‟ Union Limited, Anand

becomes the focal point of dairy development in the entire region and AMUL
emerges as one of the most recognized availability in India, ahead of many
international availiabilitys1. Starting with a single shared plant at Anand and two
village cooperative societies for milk Procurement, the dairy cooperative movement
in the State of Gujarat had evolved into a network of 2.12 million milk producers
(called farmers) who are organized in 10,411 milk collection independent
cooperatives (called Village Societies). These Village Societies (VS) supply milk to
thirteen independent dairy cooperatives (called Unions). AMUL is one such Union.
Milk and milk products from these Unions are marketed by a common marketing
organization (called Federation).

Gujarat Cooperative milk Marketing Federation or GCMMF is the marketing

entity for products of all Unions in the State of Gujarat. GCMMF has 42 regional
distribution centres in India, serves over 5, 00,000 retail outlets and exports to more
than 15 countries. All these organizations are independent legal entities yet loosely
tied together with a common destiny! (In a recent survey GCMMF was ranked
amongst the top ten FMCG firms in the country while AMUL was rated the second

Page | 12
most recognized availability in India Amongst all Indian and MNC offerings).
Interestingly, the Gujarat movement spread all over India and a similar structure was
Replicated (all are at different levels of achievement but their trajectory appears to be
quite similar). Two national organizations, the National Dairy Development Board
(NDDB) and the National Co-operative Dairy Federation of India (NCDFI) were
established to coordinate the dairy activities through cooperatives in all the

States of the country. The farmer provides financing for development while
the latter manages a national Milk grid and coordinates the deficit and surplus Milk
and milk powder across the states of India. In the early nineties, AMUL was asked by
the Government of Sri Lanka to establish a dairy on similar lines in Sri Lanka.
Interestingly, while Polson folded up sometimes in 1960s, the cooperatives are faced
with new competition in liberalizing India – from multi-national corporations (MNCs)
that brought in new and improved product portfolio, international network and
immense financial support.

In the remaining part of the paper, we first review the role that cooperatives
have played in the development of dairy industry globally and how is this sector
adjusting to new global challenges. Next, we look at AMUL within this context and
highlight their journey towards excellence. Specifically, we study how AMUL
achieved this exalted status, what were the ingredients of its success, how did the
belief in cooperation transform the business environment and the lives of people, and
what lessons does it hold for other businesses.

Page | 13
Amul – The Taste of India (GCMMF) Receives International CIO 100 Award for
Resourcefulness

CII NATIONALAWARD FOR FOOD SAFETY

2013
Amul Dairy received CII National Award for Food
Safety 2013 for its Outstanding Performance in the
Dairy Sector Manufacturing, Large Food Business
Category. Besides Global standards & Indian
Regulations on Food Safety Systems, the model
includes assessment of Social compliance &
Organizational Improvement initiatives. The award
was received on December 3, 2013.

GOLDEN PEACOCK ECO-INNOVATION

AWARD 2016
Amul Dairy, Anand received Golden Peacock Eco-
Innovation Award for the year 2016 for “Bio-CNG
Generation & Bottling Plant from Dairy
Effluent”.The Golden Peacock Awards are
established by Golden Peacock Awards Secretariat,
the Institute of Directors, New Delhi, an apex
society of 31 directors, Chaired by Justice M .N.
Venkatachaliah, former Chief Justice of Supreme
Court of India that recognize organizations who
make excellence in the field ofenvironment
Conservation and adopt the innovative ideas in to
practice and save energy for the betterment of
society.

Mission:

“We at GCMMF Ltd. endeavour to satisfy the taste and nutritional requirements of
the consumers of world through excellence in marketing by our committed team.
Through co-operative networking we are committed to offering quality products that
provide best value for money”

Page | 14
 Vision:

 Respondent orientation

 Commitment to producers

 Co-operation

 Excellence

 Leadership

 Quality

 Innovation

 Growth oriented new products

 Pride in organization

 Employees “satisfaction.

ORAGANIZATION

Founder of AMUL

Dr. Varghese Kurien

Entrepreneur Varghese Kurien known as the Father of the White Revolution in India
was a social entrepreneur whose "billion- litre idea", Operation Flood - the world's
largest agricultural dairy development programmed, Born: 26 November 1921,
Kozhikode

Died: 9 September 2012,

Nadiad Spouse: Molly Kurien

Books: I Too Had a Dream, An Unfinished Dream, Sapna Jo Poora Hua, Awards:
Padma Vibhushan, Padma Bhushan,
Page | 15
 Current CEO of AMUL

Managing Director, Gujarat Co-operative Milk Marketing Federation Limited

ShriRupinder Singh Sodhi,
Age 57 years,
Is Managing Director of Gujarat Cooperative Milk Marketing Federation, Ltd.,
(AMUL), which is India’s largest Food Products organization with turnover of Rs.
33150 cores in 2018-19?

Page | 16
Head Office:

Gujarat Cooperative Milk Marketing Federation Ltd.

Amul Dairy Road, Opp: Hotel Surabhi, Anand - 388 001, Gujarat, India. Phone: +91-
2692-258506, 258507, 258508, 258509

Fax: +91-2692-240208

Email: gcmmf@amul.coop

Page | 17
PRODUCT PROFILE

Page | 18
ProductName Amul Lassi

Description Amylase
Packing Pack
1 Litre Pack Tetrapod
200 ml Pack Tetrapod
200 ml pack Pet Bottle
250 ml Edge Pack Tetrapod
200 ml Pet Mango Lassi Bottle
1 Lit Pet Mango Lassi Bottle

Product Features
Amul Lassi is refreshing milk based natural drink.It is an easy to use delicious drink
that refreshes you immediately with goodness of nature.

Product Application

To be taken directly on move (small pack) or at home, parties, picnics etc. (family
pack) tastes best when Chilled.

Product Positioning:

Amul Lassi – Chill Kar Lassi Pi! Refreshing delicious cool drink.

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 Product Details

Product Name Amul Gold

Pasteurized milk Amul milk meets the PFA standards for the
Description respective type of milk.

Poly Pack - 500ml, 1000ml, 5 Litre In Selected markets only

Packing

Product Features
Amul Milk is the most hygienic liquid milk available in the marke . It is
pasteurizedin state-of-the-art processing plants and pouch-packed to make it
conveniently available to consumer.

ProductName AmulButter

Description Amul Butter (Made ofpure milkFAT)

Packing 100g,500g,50g,20g,10gbutter

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Product Features
 Amul is synonymous with Butter inIndia.
 Several Generation of Indian consumers have grown up with the taste of Amul
Butter for the sixd ecades.
 Utterly Bitterly Delicious taste of Amul Butter is must on breakfast table of almost
every Indian Household.
 Utterly Cute Amul Butter Girh asbeena part of Indian Consumers since 1950.
 Amul Butter topical is recognized as one of the longest running advertisement
campaign in the world.

Product Details

ProductName Amul Pouch ButterMilk

Description PasteurizedButtermilkmeetsthePFAstandards.

Packing Poly Pack -500ml

Page | 21
Product Features

 It is produced in very hygienic and cleanatmosphere.

 Scientific bacterial culture in Amul Buttermilk improvesdigestion.
 It is conventionally packed in pouches and easily available at Amul Milk outlets
spread all over major cities ofIndia.
 Buttermilk is traditionally known as "Chhash" (Gujarat & MP), "Mattha" (UP
&Delhi), and “Take” (Maharashtra), “Ghol”(Bengal).

Product Details
ProductName Amul MastiDahi

Description Curd made from Pasteurized TonedMilk

Poly Pack - 200 gm., 400 gm., 1 kg

Packig PP Cup - 200 gm., 400 mg, 100 gm. In Selected markets only

Page | 22
 Product Features

 Dahi or Curd plays a key role in the Indian diet and in preparation of delicious dishes like Dahi Wada,Dahi
Batata Pur,Dahi Rice,Dahi Idli,Dahi Raita,Kadhiand Muglai Food.
 It is ideal meal accompaniment and is delicious as well as nutritious by itself too. It is also usedto marinate
veg. andnon-veg.dishes.
 Dahl is well known for its nutritivevalues.
 The answer to making great tasting dishes is fresh, creamy and good quality dahi - "Amul Masti Dahi."

BUTTERMILK

Product Details

Product Name Amul Pouch Butter Milk

Description Pasteurized Buttermilk meets the PFA
standards.
Packing Poly Pack - 500ml

Product Features
 It is produced in very hygienic and cleanatmosphere.
 Scientific bacterial culture in Amul Buttermilk improvesdigestion.
 It is conventionally packed in pouches and easily available at Amul
Milk outlets spread all over major cities ofIndia.
Buttermilk is traditionally known as "Chas" (Gujarat & MP), "Mattha" (UP

Page | 23
AMUL DAHIINFORMATION

Product Amul Masti Dahi

Name
Description Curd made from Pasteurized Toned Milk
Poly Pack - 200 gm., 400 gm., 1 kg
Packing PP Cup - 200 gm., 400 mg, 100 gm. In Selected
markets only
Product Features

Dahi or Curd plays a key role in the Indian diet and in

preparation of delicious dishes like Dahi Wada, DahiBatataPuri,
Dahi Rice, DahiIdli, DahiRaita, Kadhi and MuglaiFood.
 It is ideal meal accompaniment and is delicious as well as
nutritious by itself too. It is also used to marinate veg. andnon-
veg.dishes.
 Dahl is well known for its nutritivevalues.
 The answer to making great tasting dishes isfresh, creamy and good quality dahi
- "Amul Masti Dahi."

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 AMUL TAAZA MILK

Product Amul TAAZA

sssName
Pasteurized milk Amul milk meets the PFA
Description standards for the
respective type of milk.
Poly Pack - 500ml, 1000ml, 5 Litre In Selected
Packing markets only

Product Features
 Amul Milk is the most hygienic liquid milk available in themarket.
 It is pasteurized in state-of-the-art processing plants and pouch-
packed to make it conveniently available toconsumers.

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PANEER

PRODUCT NAME Amul fresh paneer

Description Equivalent to cream cottage chees
Tagline Power of protein
Packing Block paneer – 100gm , 200gm and 1 kg
Shelf life 45 days at 4C below

Product features
o Most convenient form ofpaneer.
o Rich inprotein.
o Pure andhygienic.
o Having high fat and low moisture compare to loose paneer In market
o Paneer havingsmooth

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 THEORETICAL BACKGROUND OF THE STUDY

Meaning of Title:
Brand positioning is probably the most important fundamental concept in a brand’s strategy. In simple
terms, it is finding a ‘niche’ in the minds of the target segment consumer in such a way that
I. The offering is perceived with a differentiation and/or
II. Takes into consideration the innate needs of the consumers whenever required.

Consumer Behavior

Consumer behavior is the study of how people buy, what they buy, when they buy and why they

buy. It blends elements from psychology, sociology, sociopsychology, anthropology and

economics. It attempts to understand the buyer decision processes, buyer decision making process,

both individually and in groups. It studies characteristics of individual consumers such as

demographics, psychographics, and behavioral variables in an attempt to understand people's

wants. It also tries to assess influences on the consumer from groups such as family, friends,

reference groups, and society in general.

In buying process there are many factors which affect on the buying behavior of

customer in society those are as follows,

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 Factors Influencing Consumer Behavior…

Cultural Social Personal Psychological

Culture Reference Age & Life- Motivation
Subculture Groups Cycle Stage Perception
Social Class Family Occupation Learning
Roles & Economic Beliefs &
Status Situation Attitudes
Lifestyle
Personality &
Self-Concept

Factors influencing the buying behavior are,

Cultural factors:

A family may be able to influence a buying behavior of a person.

Social factors:

Social factors consist of reference groups – direct or indirect which may be influential.

Page | 24
Personal factors:

The occupation of a person may influence the consumption pattern. The person’s economic

circumstances, as mentioned below, could also be directly related to his/her buying behavior.

Psychological factors:

1. Motivation

2. Perception – What your mind wants you to believe

Selective attention

Selective distortion - tendency to twist information into personal meanings and

interpret information in a way that will fit our perceptions.

Selective retention – likely to remember good points mentioned about product

We like & forget good points mentioned about competing products.

3. Learning

4. Beliefs – descriptive thought that a person holds about something origin of the

product shapes consumer brand beliefs

People would like to know where the product has been manufactured.

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Brand:
Brands are names generally assigned to an individual good or services or to a group of
complementary products. The goal of branding is to set a product apart from its competitors. Brands
are the powerful assets that must be carefully developed / managed.
Brands with strong equity have many competitive advantages:

 Less susceptible to price competition

 High consumer awareness

 Strong brand loyalty

 Helps when introducing new products

Positioning:

Positioning is the process of creating a perception in the consumer’s mind regarding the nature
of a company and its product relative to competitors. Positioning is created by variables such as the
quality of products, price charged, and method of distribution, image and other factors. The goal of
positioning is to find that niche in a consumer’s mind that a product can occupy. Act of designing the
company’s offering and image to occupy a distinctive place in the mind of the target market

Positioningmeans the place the product occupies in consumers’ minds relative to competing
products. Typically it is defined by consumers on the basis of important attributes.

Three levels of positioning:

 Product attributes

 Least effective

 Benefits
Page | 26
  Beliefs and values

 Taps into emotions

A company’s positioning and differentiation strategy must be changed as the product, market,
and competitors change over the product life cycle (PLC). In other words we can say that position of
any brand is also decided by the graph of product life cycle.

Facts about Life Cycles:

• Products have a limited life.

• Product sales pass through distinct stages.
• Profits rise and fall at different stages.
• Products require different marketing, financial, manufacturing, purchasing, and human
resource strategies in each stage.

Page | 27
 Fig. Product Life Cycle

Objectives of Brand Positioning:

 Helps to show where a specific brand is located in the market.

 Also helps to shows the relationship to competitive brand.
 To increase the sales of the product.
 To know about the demand about the product
 To create a powerful and long lasting emotional connection with customers.
 To represents the business plan to allover the world.

Page | 28
1: Identify Your Positioning

Take a step back, think about how you stand out and find what makes you unique. It’s not about
where your brand fits into the market but where your products, services and company culture are
positioned. To understand how positioning works, let’s have a look at one of the world’s most
valuable brands: Google. Its products and services are high-end and easy-to-use and the company
culture is innovative and aspiration. Google’s branding strategy reflects its market positioning and
the company is known for its exploitation of brand positioning.

Google uses its high-end innovative company culture, services and products to create a
unique brand experience that evokes customer dreams and aspirations. Its brand positioning reflects
the pinnacle of achievement. The brand is bold, brash and embodies the bleeding-edge of
technology. The proper leveraging of this positioning by Google has given the brand incredible
valuable. So how do you find your company’s positioning? The first thing you should do is identify
and document what makes your company unique. For example, “our products are the most durable
and reasonably priced in the market and the company is the most stable”. This is your USP or
unique selling proposition.

2: Leverage Your USP

A vital component of a solid branding strategy is using your USP once you’ve documented it. All
the brand assets should follow the USP and implementing this into your marketing is paramount.
Immersion into your market is key and is one of the most

Once you’ve defined your USP, the brand assets should reflect it. For instance, if your company
and its products represent simplicity and your USP is that you make your customers’ lives easier
then you should design a minimalist logo, your color scheme would only have a few options and
the key messaging needs to be concise.

Once you’ve created all your brand assets and guidelines, document everything in a brand guide
that’s available to everyone in the company.

Page | 29
3: Implement Internally
You understand your brand, created the logos, key messaging and other brand assets. Now it’s time
to roll out your brand inside the company. Ideally, you should have buy-in from other departments
during the ideation process, but it’s not always possible to have everyone in the company involved
so you’ll need to distribute all the pertinent information.

When you first roll-out the brand, you’ll want to inform everyone about the brand guide and
explain the processes behind it. This is a vital part of branding workflows (more on that soon). Be
sure that everyone gets informed about the branding guidelines. You’ll need to refer to it from time
to time. Empower brand ambassadors; they are your line to other departments when you need to
implement your brand strategy. Make sure these representatives have the tools they need to
promote the brand internally. You may want to designate someone as the brand manager. This role
will be instrumental going forward.

4: Actualize Across All Channels

How does the public interact with your brand? Hopefully, there are multiple touch points you’ve
already established. What you need to do now is communicate your new brand across all your
channels. One common mistake is forgetting some of the channels you use to communicate with
the public. You may have more than you think: look into it. Maybe someone is using a social media
channel you’re not aware of. Are old displays being used at events? Get an overview before you
start realizing your branding strategy.

Once you have a good overview, introduce (or reintroduce) your brand to the public with
something to offer them. It might be a giveaway or maybe some great content. Whatever it is, you
need to give the public something of value with your brand release. Once you’ve made the
introduction you’ll need to implement your new brand into the company workflows.

5: Build Branding Workflows

Your colleagues need to implement your branding strategy into their normal workflows effortlessly
for it to be effective. And technology has made creating branding workflows easier than ever. Be
sure to use the latest innovations like digital asset management in your brand management strategy

Page | 30
to maximize the effectiveness of your branding efforts.

A digital asset management system, or DAM, is an essential solution for maintaining brand
consistency. A DAM is a central location for you to create, store, share and secure all your images,
video, articles and just about everything else. You’ll want to store all the brand assets in your DAM
to be sure everyone has access to them. When you place digital asset management at the centre of
your branding efforts you’ll have a good overview of your branding. For instance, you can put
approvals for assets in the DAM to ensure everyone is using only approved assets. You could also
keep your logos and brand colours in a sharable folder within the system. That way, when you need
to work with externals like designers and copywriters, you can easily share the brand assets with
them.

Page | 31
 RESEARCH METHODOLOGY

Research methodology is a scientific and systematic research process to gather required information
on a specified topic.

Research is a process which involves defining and redefining problems, hypothesis

formulation, and organizing and evaluating data, deriving deduction, inferences and conclusions, after
careful testing.
Project Objective:-

 To study buying behavior of milk consumer in Aurangabad region.

 To study factors affecting on consumer buying behaviour
 To study the present positioning of the Amul Milk
 To study brand image of Amul milk in Aurangabad region
 To study loyalty of consumers towards Amul milk.
 To find out customer satisfaction of existing product policy & schemes

Definition:

Research methodology is a systematic process to solve the research problem. It may be

understood as a science of studying how research is done scientifically. Why a research study has
been undertaken, how the research problem has been defined. In what way and why the hypothesis
has been formulated, what data have been collected and particular method has been adopted. Why
particular technique of analyzing data has been used and a host of similar other questions are usually
answered when we talk of research methodology concerning a research problem or study.

Page | 32
 Research:
 “Research is a systematic investigation to find solution to a problem.”
 “Research refers to any original and systematic investigation undertaken in order to increase
knowledge and to establish fact and principles.”

Types of Research:
1. Qualitative Research
2. Quantitative Research
3. Descriptive Research
4. Analytical Research
5. Applied Research
6. Fundamental Research
7. Conceptual Research
8. Empirical Research

 Type of research used:- Descriptive Research

A descriptive study is one in which information is collected without changing environment. Sometimes
these are referred to as “co relational” or “observational” studies. It describes a behavior or type of subject. Can
acquire a lot of information through description. Can be used as an indirect test of a theory or model some
behavior or situation cannot be studied any other way.

 Research design method used:-Descriptive research design.

Descriptive research designs are well structured. This type of research designs are undertaken in various
circumstances. This research design is very useful to know the characteristics of certain group such as age, sex,
educational level, occupation or income. The basic objective of descriptive research design is to find the
answers the questions relating to, “who, what, when, where and how” of the subject under investigation,
Descriptive research design are not always factual and simple, they can be complex also, demanding a high
degree of scientific skill on the part of the researcher.

Page | 33
 Types of Research design

Exploratory Research Conclusive Research

Literature Experience Case study Descriptive Res. Causal Res.

Survey Survey

Cross –sectional longitudinal

Historical Experimental Survey

Fig: Types of Research Design
Sampling:
Sample: ‘Sample’ refers to a part of the population which is selected to be studied. As the name
implies, ‘sample’ is a smaller representation of a large whole. It is part of the total number of elements
in a defined population.
Sampling therefore is a method of selecting some fraction of a population. Sampling is concerned
with the selection of a subset of individuals from within a statistical population to estimate
characteristics of the whole population. Acceptance sampling is used to determine if a production lot
of material meets the governing specifications. Two advantages of sampling are that the cost is lower
and data collection is faster than measuring the entire population. Each observation measures one or
more properties (such as weight, location, and colour) of observable bodies distinguished as
independent objects or individuals. In survey sampling, weights can be applied to the data to adjust for
the sample design, particularly stratified sampling (blocking).Result from probability theory
and statistical theory are employed to guide practice. In business and medical research, sampling is
widely used for gathering information about a population.
Different types of Sampling Methods:

1. Probability Sampling:
Probability sampling is also known as random sampling. In this the population must
be clearly defined and the list of target population must be available.

Page | 34
 It includes:

 Simple random sampling

 Systematic sampling
 Stratified sampling
 Probability-proportional-to-size sampling
 Cluster sampling

2. Non-Probability Sampling:
Non-Probability Sampling simply means sampling without using random selection
methods. In this the probability of being included in the sample is unknown. The
members are selected from population in some non-random manner usually on
the basis of their accessibility or by the purposive personal judgment of the
researcher.

The non-random selection of elements does not allow the estimation of sampling
error.

It includes:

 Quota sampling
 Accidental sampling
 judgment sampling
 convenience sampling
 snowball sampling

 Simple Random Sample:

This type of sampling is also known as chance sampling or probability sampling where each and
every item in the population has an equal chance of inclusion in the sample and each one of the

Page | 35
possible samples, in case of finite universe, has the same probability of being selected.Steps in
selecting a simple random sample are:

1. Define the target population and sampling element.

2. Select a sampling frame.
3. Select the sample.

 Advantages:
1. The sample will be free from bias.
2. It is representative of universe.

 Disadvantages:
1. Definition of universe at many times is inadequate.
2. Sampling is likely to be biased at the survey stage because of non-availability or no response
from the sample unit.

Population:
All the units in the field of inquiry constitute a ‘Universe’ or ‘Population’.

This project is done in Amul Milk,in Aurangabad here the total population.

 Data Collection:
1. Primary data.
2. Secondary dat
1. Primary Data: The primary data is collected through the Close-ended and open ended structured
questionnaire is simply a formalized scheduled to obtain record specified and relevant information with
liable accuracy and completeness for collecting information. Primary is the main source of data
collection, thus it is a very important method for the data collection and research methodology.
The various method of collecting primary data is:
1. Observation
2. Interview
Page | 36
 3. Questionnaires
4. Schedules through enumerator and
5. Others method which include
A. Warranty cards
B. distributor audit
C. consumer panel
D. depth interview
E. Content analysis

The method used for this project research is questionnaire method. This method is particularly useful to
reach out to a large number of respondents in a short time. In this method a questionnaire is sent to the
person concerned with a request to answer the questions and return the questionnaire. In this method no
interviewer bias is observed.

2. Secondary Data: The secondary data means data that are already available i.e. they refer to
the data which have already been collected and segregated by someone else. Secondary data
are those data which have been gathered earlier for some other purpose. The secondary data
for this project is collected through internet, journals, and books.

 Scope of the study:

 The scope of the research will be limited to Amil Milk & Its Product.
 The research will depends on the vital information available through office as well as
information from secondary source.
 The research focus on finding the reasons and providing solution on attrition problem.

Page | 37
 Limitation of the study:

 Time constraint: Because of time limitation of the project it is possible to study other
functional areas.
 Limited sample size: Response error occurs when some sample member do not responds.
 Availability of information: Because of the organizations working ethics, it is not possible to
get access to vital information as organization thinks confidential. Not able to gain information
from the employee those are working on actual field work.
 Feedback from respondents: The feedback from the respondents was received quite late as
some employees were not present within the organization. Because of that the time is required
to continue further study.

1) Research Instrument -- Questionnaire

2) Sampling Plan
A) Sampling Area -- Aurangabad
B) Sample Unit -- consumer
C) Sample Size -- 236
D) Sampling procedure -- Simple Random Sampling

3) Contact Method -- Questionnaire method &

Interview method

Page | 38
 DATA ANALYSIS AND INTERPRETATION

Q.1 Do You Know About Amul?

Table No:-1

Sr.No Source respondent Percentage

1 Yes 188 80%
2 No 48 20%
Total 236 100%

Graph No:1

20%

Yes
No

80%

Analysis: - The chart shows that 80% peoples are known about Amul milk and 20% are
not aware about Amul milk.
Interpretation: - Maximum respondent said that 80% respondents are aware about Amul
millk.

Page | 39
 Q. 2 Quality of the milk?
Table No:-2

Sr no source Respondent Percentage

1 Excellent 88 47%
2 very good 47 25%
3 Good 33 17%
4 Poor 20 11%
Total
188 100

Graph No:2

Chart Title

11%

17%
47%

25%

Excellent very good Good Poor

Analysis:-Form the above table the survey 47% respondent opinion is Excellent Quality of Amul
Milk,25% respondent opinion is Very Good Quality of amul milk, 17% respondent opinion is Good
Quality of Amul Milk and 11% respondent opinion is Poor Quality of Amul Milk.

Interpretation:- Maximum respondent said that 47% respondent opinion is Excellent for Quality of
amul milk.

Page | 40
 Q. 3 Feeling about the product Amul milk?
Table No:-3
Sr no source respondent Percentage
1 Excellent 117 49%
2 very good 56 24%
3 good 42 18%
4 poor 21 9%
Total 236 100

Graph No:-3

9%

18%

49%

24%

Excellent very good good poor

Analysis:-Form the above table the survey 49% respondent opinion is Excellent Feeling of amul milk,
24% respondent opinion is Very Good Feeling of amul milk, 18% respondent opinion is Good Feeling
of Amul Milk and 9% respondent opinion is poor Feeling of Amul Milk.

Interpretation:- Maximum respondent said that 49% opinion is Excellent Feeling of amul milk.

Page | 41
Q. 4 How did you get to know Amul Milk?

Table No:-4
Sr no source respondent Percentage
1 Family members 64 27%
2 T.V.Ads 99 42%
3 Point Of Purchase 47 20%
4 Website 12 5%
5 Other 14 6%
Total 236 100

Graph No:-4

6%
5%
27%
Family members

20% T.V.Ads
Point Of Purchasr
Website
Other

42%

Analysis:-Form the above survey 27 % respondent opinion is family members through get to know of
amul milk, 42% respondent opinion is T.V.ads through get to know of Amul Milk, 20% respondent
opinion is point of purchase get to know of Amul Milk, 5% respondent opinion is website through get
to know of Amul Milk and 6% are others.

Interpretation: - Maximum respondent said that 42% opinion is TV ads through get to know
about amul milk.

Page | 42
 Q. 5 Why Do You Prefer This Brand
Table No:-5

Sr no source respondent Percentage

1 Quality 98 42%
2 Taste 72 31%
3 Price 46 19%
4 Availability 20 8%
Total 236 100
Graph No:-5

8%

Quality
19%
42% Taste
Price
Availability

31%

Analysis: - The chart shows that 42% are preferred to Quality of Amul
milk,31 % are preferred to taste, 19% are preferred to Price and 8% are
preferred to availability.

Interpretation:- Maximum respondent said that 42% consumer are

preferred to quality ofAmul.

Page | 43
 Q.6 Is Product Easily Avaliabale For On All Reatil Shop?
Table No:-6
Sr.No Source respondent Percentage
1 Yes 178 75%
2 No 54 25%
Total 236 100%

Graph No:-6

25%

Yes
No

75%

Analysis:-Form the above the survey 75% respondent opinion is easily available for retail shop of amul
milk and 25% respondent opinion is not easily available for retail shop of amul milk.

Interpretation: -Maximum respondent said that amul is easily available for retail shop.

Page | 44
Q. 7 Problem Faced Due To The Product?

Table No:-7

Sr no source respondent Percentage

1 Never 104 44%
2 Rare 78 33%
3 Sometime 47 20%
4 Frequent 7 3%
Total 236 100

Graph No:-7

3%

20%
Never
44%
Rare
Sometime
Frequent

33%

Analysis:-Form the above table the survey 44% respondent is amul milk problem is never faced,33%
respondent is amul milk problem is Rare faced, 20% respondent is amul milk problem is sometime
faced and 3% respondent is amul milk problem is frequently faced.

Interpretation: - Maximum respondent said that 44% is never problem face in amul milk.

Page | 45
 Q.8 Reason for Selecting Amul as a Favirioute Brand
Table No:-8
Sr no source respondent Percentage
1 Price 98 42%
2 Availability 63 27%
3 Quality 41 17%
4 Packaging 14 6%
5 Advertisement 20 8%
Total 236 100

Graph No:-8

8%
6%
Price
42% Availability
17%
Quality
Packaging
Advertisement

27%

Analysis:-Form the above table the survey 42% respondent opinion’s Price through amul milk Brand is
Favorite, 27% respondent opinion is Availability through Amul Milk Brand is Favorite,17% respondent
opinion is Quality through Amul Milk Brand is Favorite,8% respondent opinion is Advertisement of
Amul Milk Brand is Favorite,8% respondent opinion is Advertisement through come Amul Milk Brand
is Favorite.

Interpretation: - Maximum respondent said that 42% opinion is Price through amul milk
Brand is Faviroioute

Page | 46
Q. 8 Give the Opinion Regarding Amul’s the Product?

Table No:-8

Sr no source respondent Percentage

1 Excellent 92 39%
2 very good 63 27%
3 Good 74 31%
4 Poor 7 3%
Total 236 100
Graph No:-8

3%

31% 39% Excellent

very good
good
poor

27%

Analysis:-Form the above table the survey 39% respondent opinion’s are excellent for amul Brand,
27% respondent opinion is very good for Amul Brand ,31% respondent opinion is good for Amul
brand, 3% respondent opinion is poor of Amul Brand.

Interpretation: - Maximum respondent said that 39% opinion is Excellent through amul
Brand products.

Page | 47
Q. 9 Your Trust To Our Brand?
Table No:-9
Sr no Source Respondent Percentage
1 Strongaly Agree 98 42%
2 Agree 63 27%
3 Disagree 41 17%
4 Strongly Disagree 14 6%
5 Neighter Agree Or 20 8%
Disagree
Total 236 100
Graph No:-9

Chart Title
8%
6%

42%
17%

27%

Strongaly Agree Agree Disagree Strongly Disagree Neighter Agree Or Disagree

Analysis: - The survey shows 42% is strongly agree to trust of Amul

brand, 27% agree of this brand and 17% is disagree and 6% is strongly
disagree,8% are neitheragree or disagree with brand of Amul.
Interpretation: - Maximum respondent said that 42% is strongly agree
and 27% are agree with the trust of amul brand products.

Page | 48
Q. 10 How Is Brand Image Of Amul?
Table No:-10

Sr no Source respondent Percentage

1 Good 146 62%
2 Strong 54 23%
Need To
3 Build 22 9%
4 Others 14 6%
Total 236 100

Graph No:-10

6%
9%

Good
Strong
23% Need To Build
62% Others

Analysis:-Form the above table the survey 62% respondent is amul brand image is good,
23% respondent is amul brand image is strong, 9% respondent is amul brand image need to
building and 6% respondent is others.

Interpretation: -62% respondentsopinions are amul brand image is good,23% opinions

are amul brand image is strong.

Page | 49
Q. 11 The Price Of Our Brand?

Sr no Source respondent Percentage

As Per your
1 Expectation 67 29%
Is More Than Your
2 Expecetation 109 46%
Is Less Than Your
3 Expecetation 29 12%
4 Cant Say 31 13%
Total 236 100
Graph No:-11

13%
As Per your Expectation
29%

12% Is More Than Your

Expecetation
Is Less Than Your
Expecetation
Cant Say

46%

Analysis:-Form the above table the survey 29% respondent opinion price of brand our
expected,46% respondent opinion is moer than our expecatation, 12% opinion are is less than our
expecatition and 13% respondent are cant say.

Interpretation: - Maximum respondent said that 29% opinions are price of brand is
expected.

Page | 50
Q. 13 Which Is Most Preferred Brand Of That You Buy?
Table No:-13

Sr no Source respondent Percentage

1 Amul 91 39%
2 Mother Dairy 24 10%
3 Mahananda 63 27%
4 Gokul 22 9%
5 Others 36 15%
Total 236 100
Graph No:-13

CHART TITLE
100
90
80
70
60
50
40
30
20
10
0
AMUL MOTHER MAHANANDA GOKUL OTHERS
DAIRY

Analysis: - The chart shows there are 39% prefer of Amul milk, 10%
are prefferd to the mother dairy , 27% preferred to Mahananda,9% are
prefferd to the Gokul and 15% prefferd to others brand

Interpretation:- Maximum respondent said that 39% customers

are preferred toAmul brand

Page | 51
Q.14 Evaluate the attitude Of Customer Regarding Buying of Amul milk
Products Using the Following Criteria…..
Table No:-14
Strongly
Factor
different Disagree strongly
Agree Agree
Disagree

6 6 2 3
Good Brand Image 91
24 63 22 36

6 9 3 1
Competitive Prices 45
69 73 39 10
6 4 9 6
Good Quality 119
56 47 9 6
2 5 1
Timely Availability 33
89 54 58 12
1
Good Packaging 138
42 12 28 16

Chart No:-14

Chart Title

119 118

91 89
69 73
63 58
56 54
45 42 47
39 36
33 28
24 12 22 9 10 6 12 16

STRONGLY AGREE AGREE DIFFERENT DISAGREE STRONGLY

DISAGREE

Series1 Series2 Series3 Series4 Series5

Page | 52
Analysis:-Form the above table the graph Good Brand image, competitive price, Good Quality,
timely Availability Good packaging this all influence factor using attitude of customers buying
of Amul Milk.

Interpretation: - From the above analysis The survey shows

maximum 119 customers are strongly agree to good quality

From the above analysis The survey shows maximum 89 customers are
agree to timely availibality

Page | 53
Q.15 Do You Think Company Sponsarship Help Them Build A Strong Brand?

Table No:-15
Sr.No Source respondent Percentage
1 Yes 178 75%
2 No 58 25%
Total 236 100%
Graph No:-15

25%

Yes
No

75%

Analysis: - The chart shows that 75% peoples are Company Sponsarship Help Them
Build A Strong Brand and 25% are says not Company Sponsarship Help Them Build A
Strong Brand

Interpretation: Maximum respondent said that 75% are Company Sponsarship

Help Them Build A Strong Brand

Page | 54
Q. 16 Are You Satisfied About Amul Milk?
Table No:-16

Sr no Source respondent Percentage

1 Strongaly Agree
88 47%
2 Agree
47 25%
3 Disagree
33 17%
4 Strongly Disagree
20 11%
Total 188 100
Graph No:-16

11%

Strongaly Agree
17%
47% Agree
Disagree
Strongly Disagree

25%

Analysis: - The survey shows 47% strongly agere with brand of

Amul milk and 25% agree and 17% is disagree and 11% strongly
disagree with brand of Amul milk.
Interpretation: - Maximum respondent said that 47% is strongly agree
and 25% agree with brand of Amul milk.

Page | 55
 Findings
The study and offering suitable suggestions to improve the quality of branded packaged
milk products marketed by public and private companies to the consumers

 80% respondents are aware about Amul milk.

 54% respondent opinion is Excellent for Quality of amul milk.
 49% respondent opinion is Excellent Feeling of amul milk.
 42%consumer arepreferred to quality ofAmul.
 75% respondent opinion is easily available for retail shop of amul milk.

 44% respondents is never problem for amul milk.

 42% respondent opinion is Price through amul milk Brand is Favorit

 39% respondent opinion is Excellent through amul Brand products.

 42% is strongly agree and 27% are agree with the trust of amul brand products
 62% respondents opinions are amul brand image is good,23% opinions are amul brand
image is strong.

 29% respondents opinions are price of brand is expected.

 42% respondent opinion is TV ads through get to know aboutss amul milk.

 39% customers are preferred to Amul brand

 119 customers are strongly agree to good quality

 89 customers are agree to timely availibality

 75% are says Company Sponsarship Help Them Build A Strong Brand
 47% is strongly agree and 25% agree with brand of Amul milk.

Page | 56
SUGGESTIONS

 Sinct he brand has well positioning it should be well marketed such that every family
group irrespective of its size buy themilk.
 Sales promotional tools should be focused more at trade level.

 As per changing need AMUL should focus more on digital advertising

 Amul should focus on social media, internet as a tool of promotional campaigning.

Page | 57
Conclusion

Page | 58
Questionnaire s
Dear Sir,

I am conducting a survey entitled “ To Study Consumer behaviour And brand

Positioning of Amul milk in Aurangabad.” Please give your valuable information, your
information will be kept confidential and will be used only for academic purpose.

Vishal Bhokare

Name : -
Address:-
Contact No:-
Occupation:-
Gender:-

Questionnaire
Q.1 Do You Know About Amul?

o YES

o NO
Q. 2 Quality of the milk?

o Excellent

o Very good

o Good

o Poor

Page | 59
 Q. 3 Feeling about the product Amul milk?

o Excellent

o Very good

o Good

o Poor

Q. 4 Why Do You Prefer This Brand Due To

o Quality
o Taste
o Price
o Availability

Q.5 Is Product Easily Avaliabale For On All Reatil Shop?

o YES

o NO

Q. 6 Problem Faced By You Due To The Product?

o Never
o Rare
o Sometimes
o Frequent

Q.7 Reason for Selecting Amul as a Favirioute Brand

o Price
o Availability
o Quality
o Packaging

Page | 60
 o Advertisement

Q. 8 Give the Opinion Regarding Amul’s the Product?

o Excellent

o Very good

o Good

o Poor

o Very poor

Q. 9 Your Trust To Our Brand?

o Stongly Agree
o Agree
o Disagree
o Strongly Disagree
o Neighter Agree Or Disagree

Q. 10 What Is Brand Image Of Amul?

o Good
o Strong
o Need To Build
o Others

Q. 11 The Price Of Our Brand?

o As PerYour Expectation

o Is More Than Your Expectation

o Is Less Than Your Expectation

o Can’t Say

Page | 61
Q. 12 How did you get to know Amul Milk?

o Family members

o T V Ads

o Point Of Purchase

o Website

o Others

Q. 13 Which Is Most Prefable Brand Of That You Buy?

o Amul

o Mother Dairy

o Mahananda{Devgiri}

o Gokul

o Other

Page | 62
Q.14 Evaluate the attitude Of Customer Regarding Buying of Amul milk
Products Using the Following Criteria…..

Strongly

Factor different Disagree strongly

Agree Agree
Disagree

Good Brand Image

Competitive Prices

Good Quality

Timely Availability

Good Packaging

Q.15 Do You Think Company Sponsarship Help Them Build A Strong Brand?

o YES

o NO
Q. 16 Are You Satisfied About Amul Milk??
o Stongly Agree
o Agree
o Disagree
o Strongly Disagree

Q.17 wouldyou like to give any suggestion regarding the Amul milk?

Page | 63
Page | 64