CHAPTER 1

INTRODUCTION
1.1 INTRODUCTION
The Taste of India, a brand so distinctively Indian has been a part of our lives for
nearly five decades now and still is able to touch a chord in our hearts. As a brand AMUL
has grow from being merely a differentiating factor to protect the interests of producers
and consumers. Amul product inspired ‘Operation Flood’ and heralded the ‘White
Revolution ‘in India. It began with two village cooperatives and 250 liter of milk per day,
nothing but ooze compared to the flood it has become today. Amul product distributes
over a million liters of milk per day, it also collects and processes various milk products,
during the peak, on behalf of more than a thousand village individually owned by half a
million farmer members. Amul product too has become a symbol of the aspirations of
millions of farmers.
Amul product sprung from the seeds sown in the black soil of CHAROTAR, an
area in the KAIRA district of Gujarati, as a cooperative movement to empower the milk
producers. At time POLSON dairy was the biggest buyer of the milk being produced in
KAIRA .Polson was built on the basis of providing superior quality products to up-market
consumers. However Polson’s products were not the reason that led to the rise of Amul
product, it was its exploitative practices that started the cooperative revolution. For
several years the KAIRA cooperative supplied milk and allied products without a formal
distribution network leave alone a brand name. The name Amul was most probably
suggested by a quality control expert in Anand. It was derived from “Amulya “, which in
Sanskrit, Gujarati and many other Indian languages , means priceless, and implies
matchless excellence. The name was short, memorable and easily pronounced. It could
also serve as an acronym for the organization the unusable KDCMPUL (Kaira District
Cooperative milk producer’s union limited. Even though AMUL products have been in
use millions of homes since 1946, the brand AMUL was registered only in 1957.
As Amul product is recognised as the country’s largest milk producing
cooperative it has tied up with global supermarket chain ALMART to sell its range of
dairy products and have also tied up with Glaxo over the production of baby food in
India. Amul added sweet buttermilk powder, a second brand of baby food and a high
protein weaning food. It also sells its products to Nepal. Now India is looking to capture
neighbourhood markets like Pakistan, Bangladesh etc. These countries import over 50000
tonnes of milk each annually & Sri Lanka is flooded with an Indonesian brand, which is

1
said to be of an inferior quality and also costs less. These countries import tonnes of milk
every year. Amul product Indian deserts are very well liked in countries like Singapore
and Malaysia. Amul has list of product marketed to various countries few of its products
are Amul butter, Amul cooking butter, Amul cheese spread, Amul pizza cheese, Amul
shrikhand, Amul fresh cream, Amul fat milk, Amul pure ghee, Amulya dairy whitener,
Sagar Tea and coffee whitener, Amul butter milk, Amul ice cream like cassata, cool
candy and frostik, Amul milk chocolate and Amul éclairs. Amul has started preparing and
selling pizza slics that prominently feature generous portions of Amul cheese. Amul’s
pizza slices are being sold through super markets and large departmental stores that have
snack counters.
Amul product is considered as India’s best know local brand across all categories.
Indians prefer dairy ice cream rather than frozen desserts and Amul has a wide range in
the dairy ice cream segment, 35% market share in the national ice cream market. Amul is
biggest sourcing base for milk products in India, people are more comfortable buying
products in the value for money segment and Amul is well present in this division. Amul
has built up a terrifying image as a brand in which generations of customers have placed
their trust, coming to pricing strategy Amul is the price warrior and currently has a very
wide range of products to offer for all price points. Amul is recongnized for well
established distribution and delivery network for dairy products. AMUL’S success led to
the creation of similar structures of milk producers in other districts of Gujarat. They
drew on AMUL’S experience in project planning and finishing. This patter was not only
followed in KAIRA district but also in Baroda and Surat district.
In these districts, they experienced and found easy and effortless ways to adapt
Amul’s game plan to their respective areas. This led to the creation of the national dairy
development board with the clear mandate of replicating the ‘Anand pattern’ other parts
of the country. Initially the pattern was followed for the dairy sector but a later stage
oilseeds, fruit and vegetables, salt, and tree sectors also benefited from its success.
Gujarat cooperative milk marketing federation (GCMMF) is India’s largest food products
marketing organization. Amul is state level apex body of milk cooperatives in Gujarat
which aims to provide remunerative returns to the farmers and serves the interest of India
for excellence in dairy product exports for the last 8 years. Amul is in a position to
manage these assets to effectively command the market leader’s position in the emerging
fresh dairy products market because of its milk processing capacity. Amul has always

2
been a model to which other cooperatives have looked up as an example and inspiration
as well as one from which many have benefited.
Success in distribution: the major development on the distribution front was the
development and alignment of four distribution highways – those of fresh products.
Chilled Products, Frozen Products and Ambient Products. This is a significant
achievement because it allows them to develop synergies among all product lines and to
leverage these highways to introduce and distribute new products as per market demand.
No other organization in India has been able to develop this kind of channel synergy so
far.
Advertising is an important role for the product to be sold in the market, as Amul
advertising has low profile so by this other competitors were benefited. The competitor
products have been very well received by consumers due to their advertising pitch
Example: Kwality, Vijaya, nestle. Retailers list a credible replacement policy as a factor
very high on their wish list. They would be willing to make offers replacement facilities.
Amul has of replacement policy. Quality control was the major problem that confronted
the cooperatives. Farmers were paid every 10 days due to this though he delivered milk
the farmer was not sure about the quality of milk. The milk which has to be tested was
stored in plastic bottles and was tested after milk collection process was completely one
this leaded to contamination and handing of corrosive chemicals and also by using
various types of glassware added to the cost and time taken to test the quality of milk.
Amul product has risen from Indian soil and it remains Indian in every sense.
With roots well established in the domestic market Amul is all set to fight in the global
arena. With the commitment it has shown in the past it will not be too long when Amul
emerges a winner on all fronts. There is ample scope in the low priced segment as also in
other categories where consumers presently are dissatisfied with the quantity being
provided vis a vis the price being charged. Delhi Markets is not restricted to monopoly
outlets. There are a significant number of retailers who are currently stocking more than
two brands. So Amul can overcome it as earlier it had to overcome this problem in the
Mumbai market. Kwalit Walls is right now in an investment mode and is concentrating
on expanding the market as also its reach. Amul should direct its resources towards
cashing in on walls market development.
Amul product has the opportunity to capture the more evolved young adults and
children who are open to new products provided they meet their expectations.

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1.2 SIGNIFICANCE OF THE STUDY
The set of basic values perceptions, wants behaviours learned by a member of
society from family and other important institutions. Culture is most basic cause of a
person’s wants and behaviour. Every group or society has a culture, and cultural
influences on buying behaviour may very greatly from country to country. A group of
people with shared value systems based on commom life experiences and situations.
Almost every society has some from of social structure, social classes are society’s
relatively permanents and order divisions whose members share similar values interest
behaviour.
Two or more people who interest to accomplish individual or mutual goals.
Family members can strongly influence buyer behaviour. The family is the most
importance consumer buying organization society and it has been researched extensively.
A person belongs to many groups, family, clubs, and organizations. The person’s position
in each group can be defines in terms of both role and status. People change the goods
and service they buy over their lifetimes. Buying is also shaped by the stage of the family
life cycle. A person’s occupation affects the services bought. A person economic situation
will affect product choice (life style, personality and self concept)
1.3 STATEMENT OF THE PROBLEM
Amul product is a product but with too many international brands in competition
with Amul. It now finds difficult to control its cost of operation and thus in facing huge
competition especially in international market. It also includes the established of major or
marketing elements such as the industry elements, competition demand, marketing
elements, and company.
1.4 OBJECTIVES OF THE STUDY
 To study the different competitions of Amul product
 To study the perception and satisfaction level among customers towards Amul
product.
 To study the brand awareness Amul product.
 To study loyalty among the customers of Amul product.
 To know which media attracts customers for getting information regarding Amul
product.

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1.5 METHODOLOGY
This research is fully based on secondary sources the secondary sources were
collected from books, various report, and internet, published and unpublished records
related to customer behaviour of Amul product. The collected data were presented in the
from concepts and diagrams, pictures etc.
1.6 SCOPE OF THE STUDY
As the data collected form Tirunelveli (Main Area) city, the result cannot correlate
to the entire city, so future researcher may concentrate on other regions.
 This project is to improve their efficiency in the field of marketing and also to
provide best service.
 This project is helpful to do project in the concept f customer service and is
know the information about customer’s experiences and their needs among the
product.
 The study covers Amul product have appointed more than 5 distributers who
render distribution of milk in these areas.
 A study of this type could useful in marketing field.
 This helps to analyze the level of satisfaction of business establishment with
respect to competitors.
 This also included the activity of collecting suggestion from the customers to
improve the company’s performance an customer service.
1.7 LIMITATIONS OF THE STUDY
 Generally the respondents were busy in their work and were not interested in
responding rightly.
 Respondents were reluctant to discover complete and correct information
about themselves and their organization.
 Most of the respondents don’t want to disclose the information about the other
competitions from where they doing the courses.
 Due to human behaviour information may be biased.

1.8 SOCIAL REVELANCE OF THE STUDY

Having explained the possible components involved in the consumer decision
process, the nature and essence of social media, as well as having a brief discussion of the
prominent features in differ social media is an essential tough point in today’s consumer
decision process, from stage quo to the stage of post purchase, likewise, companies are

5
engaging with the purpose of creating brand awareness. Engaging their existing
customer, driving traffic to other marketing properties and growing channel number .The
following section discussion on how consumer are affects by social media, and identify
which would be the considerate phase of the purchase process that marketers should tap
into. Regarding that are vast amount of advertisement competing with each other in to
grasp individual’s attention and the fact that human beings have an obvious limited brain
capacity in processing information ; therefore ,it is a challenge for each distract
message to get heart above the din(extraneous factors that for distract the
message ) ,even if marketers have the right message .

1.9 CHAPTER DESIGN

Chapter-1
The first chapter details with introduction, and Significance of the study,
Statement of the problem, objective of the study, Methodology, Limitation of the study,
social relevance of the study, chapter design, reviews of literature.
Chapter-2
The second chapter deals with profile of study area.
Chapter-3
The third chapter detail about conceptual frame work.
Chapter-4
The fourth chapter detail about findings, suggestion and conclusion

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 CHAPTER 2
PROFILE OF THE STUDY

2.1 INTRODUCTION
For a milk farmer, whose life and livelihood is in our rural hinterland, Amul
product is, Amul product does! This is the crux of the Amul product brand and stems
from the support and ownership by over two million milk producers of Gujarat. For the
consumer, Amul simply means Amul simply means ‘Value for money’ and quality as if
should be.Amul makes each bite that much more special because in our humble way, we
for feelings that are truly “Indian”. Amul- Anand milk udyog limited.Amul product
(Derived from Sanskrit word”Amulya” which means “Priceless”) Today it is no.1 dairy in
Asia and no.15th in world (No.1 is Dairy farmers of America) Dr.Verghese Kurien, the
former chairman of GCMMF-the man behind success of Amul.
2.2 MEANING OF AMUL PRODUCT
Amul product is an Indian dairy cooperative society, based at Anand in the Indian
state of Gujarat. Formed in 1946, it is a cooperative brand managed by a cooperative
body, the Gujarat Co-operative milk marketing federation ltd. (GCMMF), which today is
jointly owned by 36 lakh (3.6 million) milk producers in Gujarat. Amul product spurred
India’s white Revolution, which made the country the world’s largest producer of milk
and milk products. Amul product was spearheaded by tribhuvandas patel under the
guidance of Sarder vallabhbhai patel. As a result, Kaira District milk union limited was
born in 1946 (later renamed to Amul product). Tribhuvandas become the founding
chairman of the organization and led it unit his retirement in 70s. He hired Dr.Verghese
kurien in 1949. He convinced Dr.Kurien in to stey and help with the mission. Under the
chairmanship of tribhuvandas, Dr.kurien was initially the general manage and helped
guide the technical and marketing efforts of Amul product. Dr.kurien was the chairman of
amul product briefly after tribhuvandas patel died in 1994. Kurien.
2.3 OPERRATIONAL EFFICENCY
Operational efficiency of an organisation is based upon the nature of a firm’s
operations strategy. This comes from the mission of the firm itself and is tied to the
notion of achieving competitive advantage through operations. A key subsequent decision
is what type of process a business needs. Design must follow strategy; so given priorities
from the strategic plan, a process can be designed that will support these priorities. There

7
should always be flexibility in the strategies ensure organizational effectiveness and
efficiency because with the help of strategies can be implemented only when we have a
proper organization design.
2.4 DYNAMIC LOGISTICS SYSTEMS AT AMUL PRODUCT
Provided by the unions to the farmers like cattle feeds, the mineral mixture
powder, the veterinary services, for better breeding of the cattle they have artificial
insemination. It has been found that all these inputs heave helped in the production of
milk. The procurement at amul product has increased from 41.42 lakh kg to 64.38 lakh kg
resulting a growth of 55.42% in last 10yrs. In Gujarat, the village societies have got so
much profit that they have a fund from which they are able to contribute some money for
the upliftment of their village like opening a school, building a hospital etc. This gives a
good impact on the villagers and encourages them to become a part of the co-operative.
These villages’ societies are a link between the members and the union. The co-operative
helps the farmers to get remunerative price as well as continuous market for the milk. In
addition to the price of the milk they also get a bonus at the end of the year from the profit
of the organization. The professionals utilize it by diversifying the products and finding
suitable market. To further improve the efficiency of the procurement the organization
has used the technology for this. Every society has its own computerized system where
the testing of milk is done and payment is made according to the quantity and quality.
Milk being a perishable commodity it is necessary to preserve it properly. To maintain is
quality the society maintains a bulk milk cooling system which preserves the milk below
40oC. This also reduces the expenses of the transportation as the society which has this
unit the van goes only once a day to collect the milk. Further to prevent the sourage of the
milk the union has its own chilling centers which help in preserving the milk procured
from the far off societies.

8
 HISTORY

Milk, The inspiration behind a revolution

Over seven decades ago the life of a farmer in Kaira was very much like that of
farmers anywhere else in India. His line was derived almost entirely from seasonal crops.
Many poor farmers faced starvation during off-seasons. Their income from milch
buffaloes was undependable. The milk marketing system was controlled by contractors
and middlemen. As milk is perishable, farmers were compelled to sell their milk for
whatever they were offered. Often they had to sell cream and ghee at a throwaway price.

9
 They were in general illiterate. But they could see that the system under which
contractors could buy their produce at a low price and arrange to sell it at huge profits
was just not fair. This became more noticeable when the Government of Bombay started
the Bombay Milk Scheme in 1945. Milk had to be transported 427 kilometers, from
Anand to Bombay. This could be done only if milk was pasteurized in Anand.  

After preliminary trials, the Government of Bombay entered into an agreement

with Polsons Limited to supply milk from Anand to Bombay on a regular basis. The
arrangement was highly satisfactory to all concerned – except the farmers. The
Government found it profitable; Polsons kept a good margin. Milk contractors took the
biggest cut. No one had taken the trouble to fix the price of milk to be paid to the
producers. Thus under the Bombay Milk Scheme the farmers of Kaira District were no
better off ever before. They were still at the mercy of milk contractors. They had to sell
their milk at a price the contractors fixed. The discontent of the farmers grew. They went
in deputation to Sardar Patel, who had advocated farmers’ co-operatives as early as 1942
Sardar Patel reiterated his advice that they should market their milk through a co-
operative society of their own. This co-operative should have its own pasteurization
plant. His advice was that the farmers should demand permission to set up such a co-
operative. If their demand was rejected, they should refuse to sell their milk to
middlemen.

10
 Sardar then sent his trusted deputy, Mr. Morarjibhai Desai, to Kaira District to
organize milk co-operative – and a milk strike if necessary. Mr. Desai held a meeting in
Samarkha village on January 4, 1946. It was resolved that milk producers’ co-operative
societies should be organized in each village of Kaira District to collect milk from their
member-farmers. All the milk societies would federate into a Union which would own
milk processing facilities. The Government should undertake to buy milk from the Union.
If this wasn’t done, the farmers would refuse to sell milk to any milk contractor in Kaira
District.

The Government turned down the demand. The farmers called a ‘milk strike’. It
lasted 15 days. Not a drop of milk was sold to the milk merchants. No milk reached
Bombay from Anand, and the Bombay Milk Scheme almost collapsed. After 15 days the
milk commissioner of Bombay, an Englishman, and his deputy visited Anand, assessed
the situation and accepted the farmers’ demand.

This marked the beginning of the Kaira District Co-operative Milk Producers’
Union Limited, Anand. It was formally registered on December 14, 1946. Its objective
was to provide proper marketing facilities for the milk producers of the district. The
Union began pasteurizing milk in June 1948, for the Bombay Milk Scheme – just a
handful of farmers in two village co-operative societies producing about 250 liters a day.

11
 1964 was the turning point in the history of dairy development programme in
India. Late Shri Lal Bahadur Shastri, the then Prime Minister of India who visited Anand
on 31s October for inauguration of Amul’s Cattle Feed Plant, having spent a night with
farmers of Kaira and experiencing the success wished and expressed to Mr Kurien, then
the General Manager of Amul that replicating Amul model throughout our country will
bring a great change in the socio-economic conditions of the people. In order to bring this
dream into reality, 1965 The National Dairy Development Board (NDDB) was
established at Anand and by 1969-70 NDDB came out with the dairy development
programme for India popularly known as “Operation Flood” or “White Revolution”. The
Operation Flood programme, even today, stands to be the largest dairy development
programme ever drawn in the world. This saw Amul as model and this model is often
referred in the history of White Revolution as “Anand Pattern”. Replication of “Anand
Pattern” has helped// India to emerge as the largest milk producing nation in the world.
2.5 QUALITY MANAGEMENT
Quality is very important for any food industry. Quality implies maintenance of
functional values of the product as well as improving the style of management by keeping
customer in focus. The milk producers of the member unions have a commitment to
achieve quality in basically six priority areas- cleanliness of the dairy cooperative
societies, planning and budgeting of the dairy society, artificial insemination service,
quality testing and milk measurement at dairy co-operative societies and management
practices and self-leadership development. This movement has also been extended to the
wholesale dealers by organizing workshops for them. Quality circles that work in tandem
with the sales force. This movement also involves the process of policy deployment
known as hoshin kangri. This involves strategy formulation and implementation,
involving every member of the value chain.
2.6 E- REVOLUTION
Amul product is the first company in the co-operative from to adopt the e-
revolution. In this information- communication- entertainment age, the barriers between
the business organization and customers, between manufacturers and end- users are all
breaking down. This is what was started fifty years back by amul product by eliminating
the ‘middlemen’ and bringing the ‘producers’ closer to the ‘consumers’ the organization
believes in innovations in product as well as process. For rapid communication access to
veterinary health assistance they have introduced he GIS facility. The adoption of the
electronic milk testers to ensure efficient testing and measurement of milk constituents is

12
a step in this direction. This is first organization to have its own website – www.
Amul.com. they have nationwide cyber stores gifting service capable of serving
consumers in more than 220 cities, on special occasions. This has been possible by
creating an IT network, which links the production, centres with sales offices and dealers
by VSAT and e-mail connectivity.
2.7 BRAND –A POWER
Brand is the power of any organization. This can be developed only with the
marketing skills and by giving the customers value for money. This was done with the
formation of GCMMF in 1974. It became the marketing unit of the organization helping
in the centralization of the marketing of all products except liquid milk which the unions
had to do on its own. Amul product has a strong support of the rural managers for IRMA.
This institution also forms an integral part of the Amul product model. This institute has
helped sufficiently in building these traits at the federation and conducting management
development programme. The distribution channel is well equipped with 48 depots
situated in five zones.
Amul Butter
Amul Butter is made up of pure milk fat. It consists of 100g, 500g, 50g, 20g, and
8.1g packing. It can be eaten with bread, paratha, roti, nans, and sandwiches.

Amul Lite
Amul Lite is a low cholesterol, low calorie and low fat bread spread. It is available
in 100g, 500g, and 200g packing. It is been used for topping on parathas, pav-bhaji, and
also for preparation of cakes.

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Delicious Table Margarine
Delicious Table Margarine is the substitute of butter. Margarine is prepared from
vegetable oils and fats. It contains zero cholesterol and fortified with vitamin A & D.
100g, 500g, 200g tub & Single serve pack are available.

Amul Beverage Range / Milk Drinks

Amul Kool Milk Shake
Amul Kool Millk Shaake comes with four awesome flavours which are Banana,
Mango, Strawberry and Badam. The price of this is Rs. 22 for 220 ml can. These are also
sold in tetra pack in three flavours i.e. Mango, Strawberry and Banana. The price of this is
Rs 15 for 180 ml tetra brick. It is rich in nutrients and is the healthiest drink against any
other soft drinks.

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Amul Kool
Amul Kool is very tasty and healthy drink and come with five flavour i.e Kesar,
Elaichi, Rose, Mango, and Strawberry. Available in 200ml Glass Bottle, 200ml Tetra
Pack, 250ml Can, and 1 Litre Tetra Pack.

Amul Kool Café

Amul Kool Café is a tonned milk flavoured with coffee. It is very good and
convenient for parties, picnics, etc. Available in 200ml Glass Bottle, 200ml Tetra Pack,
250ml Can.

Amul Kool KoKo

Amul Kool Koko is a Chocolate Flavour Milk. Available in 200 ml Glass Bottle,
250 ml Can, 200 ml Tetra pack.

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Nutramul Energy Drink
This is an energy drink and available in 200ml Glass Bottle.

Amul Kool Chocolate Milk

It is chocolate flavoured milk and is available in 200 ml & 1 litre Tetra pack.

Amul Kool Flavoured Bottled Milk

Amul Kool Flavoured Bottled Milk comes in four flavour which are Elaichi,
Kesar, Rose, and Badam. It is very delicious and healthy drink. It is also available in 200
ml Tetrapak.

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Amul Kool Flavoured Tetra Pack
Amul Kool Flavoured Tetra pack comes in four flavour which are Elaichi, Kesar,
Rose, and Badam. It is very delicious and healthy drink. It is also available in 200 ml Pet
Bottle & Glass Bottles.

Amul Masti Spiced Buttermilk

Amul Masti Spiced Buttermilk is a 100% natural drink and free from artificial
Colour, preservatives, acids and sugar. It is available in 200ml Tetra, 500ml and 1 litre
Tetra. The price of this is Rs. 8, Rs. 15, Rs. 30 respectively.

Amul Kool Lassee

Amul Kool Lassee is refreshing milk natural drink. It can be served at any
convenient place like parties, picnic and during hot summer

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 CHAPTER 3
THEORY FRAM WORK
3.1CONSUMER BEHAVIOUR
It is de fined as all psychological, social and physical behaviour of potential
customers as they become aware, evaluate, purchase, consume, and tell to others about
product and services. Busying behaviour involves both individual (psychological) and
group process. Bayer behaviour is reflected from awareness right through post purchase
evaluation indicating satisfaction from purchaser .Bayer behaviour includes
communication, purchasing and consumption behaviour. Consumer behaviour is basically
social in nature hence the social factors play important roles in shaping buying behaviour.
Bayer behaviour includes both customer and industrial behaviour.
“Hence consumer behaviour is an orderly process whereby the consumer interacts
with the environment for making a purchase decision on products”
CONSUMER BEHAVIOUR AND MARKETING MANAGEMENT
 Marketing management work around consume which is actually the market for
them.
 Understanding their behaviour is very vital in every segment to plan marketing
activities accordingly.
 Both industrial and individual customers are vital in marketing management

3.2 DIVERSITY OF CONSUMER BEHAVIOUR

 Customer and consumer words are referred as synonyms but the difference
exists.
 Consumer - the end user may or may not by the purchase.
 New age of business demands differentiation of customer by individual
difference in consumer expectation, preference and influences.
 Firms need to go in to deep consumer behaviour to analyze and act to achieve
objectives.

3.3 CONSEPT & NEED FOR STUDYING CONSUMER BEHAVIOUR

Consumer behaviour can be said to the study of how individual make decision on
how to spend their available resources (time money, effort) on various consumption
related items. This simple definition of consumer behaviour tells the markets to resolve

18
every activity around the ultimate consumer & gage their behaviour by specially focusing
on:
 Who boys product or services?
 How to they buy products or services?
 Where do they buy them?
 How often buy them?
 Why to they-buy them?
 How often they use them?
These question will help in understanding better what factors influences the
decision making process of the customers. The decision making process identifies the
numbers of people who are involves in this process & describes a role to them like user
decides, influences & buyers. It is believed that consumer or customers make purchase
decision on the basis of receipt of a small number of selectivity chosen pieces of
information. Thus it will be very important to understand what & how mush them to
evaluate the good & services offerings.

3.4 CONSUMER DECISION MAKING PROCESS

 Stimuli- need, reasons, influences, gathering information.
 Information processing –process, analyse information about product.
 Decision making –on the basis of analysis ,decision to go for
 Response –response to buy without any prejudice.
 For industrial buyers the process is almost similar only with addition of re-buy
modified re buy or new task.
3.5 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 culture/ cross culture factors.
 Social class- social class, society.
 Influence group –family, Opinion leaders, and reference group.
 Situational variable –purchase occasion, market communication, shopping
behaviour, price, sales influence product position.

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3.6 CONSUMER SATISFACTION
All business firms have realized that marketing in a core element f 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 the
being adequately rewarded in the buying situation of the sacrifices 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 favourable post –purchase attitude, higher purchase intention and brand
loyalty to be exhibited that the same behaviour is likely to be exhibited in a similar
purchasing situation. The learn ‘consumer’ is a typically used to refer to someone who
regularly purchase from a particular store or company.

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 CHAPTER 4
FINDINGS, SUGGESTION AND CONCLUSION
4.1 FINDINGS
 The awareness the of amul product gold milk was because of shopkeepers.
 The price of the “Amul gold milk” is comparatively high as compare to products
of other company of same quality.
 Generally people do not buy “Amul Gold Milk” because of higher price and
because Amul product Gold is buffalo milk which is no been preferred to give o
the infants.
 The awareness of “Amul product double tonned milk” was zero.
 Advertisement should be given to increase the level of awareness and sale of the
product.
 I find main thing is that “Amul “ brand name has very good image in consumer’s
mind and they consider it as pure & good product.
 There is lack of sales promotional activities i.e. free tattoo, extra weight, toys, quiz
contest etc.
 Nestle is main competitor of Amul.
4.2 SUGGESTIONS
 Amul product lactose free milk should be placed in the category of regular milk
carton of 1 liter rather than 250 ml packs.
 Provide reasonable margin to retailers as compared to competitors.
 Company should improve the supply chain management.
 Amul should pay an equal attention to the hotel sectors as well since the hoteliers
have complaint to demand supply gap.
 Amul should pay an equal attention to the hotel sectors as well since the hoteliers
have complaint of demand supply gap.
 Amul milk creamer needs to keep its pricing at par with milk powder initially o
establish a customer base.
 Lack of push carts, which are very popular among general public. A general
tendency have been noticed among customers is that they might not enter a ice
cream outlet and purchase ice cream to eat but. Company should consider
increasing its push carts in the market, considerably.

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  Lack of sufficient number of scoping parlours. Amul has only those scoping
parlour in whole of Kolkata that also inside some lane or not so popular area,
whereas Quality walks scoping parlour are innumerable in number and are
situated in all the crowed areas. Number of scoping parlour should be increased.
4.3 CONCULSION
It is well recognized that markets that are fragmented or producers that are too
small to build competitive infrastructures or those who are unable to manage
technological changes in their operational processes would benefit the most through a
cooperative organisation. Consequently a large number of cooperative has taken roots
amongst producers of food (especially those that are perishable). However, there are
interesting cooperative formations in India and China that are starting to emerge amongst
small producers in auto-components (especially those saving the replacement markets),
amongst small scale dyeing communities and the power loom operators in the textile
industry. In these cases, the producers are coming together to develop a common brand.
That is based on stringent quality certifications that would distinguish them from
other small producers and for usage of common property resources. The example of Amul
provides a number of lessons for such organisations to competition. More generally, the
Amul products case presents a successful model for operating in emerging economics
characterized by either large under-developed suppliers and markets with high potential.

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BIBLIOGRAPHY
 www.indiawaterportal.org
 www.environmentalpollutioncenters.org
 http://www.nrdc.org/health/farming
 http://m.timesofindia.com
 http://en.m.wikipedia.org

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