A STUDY ON SALES PERFORMANCE OF AMUL PRODUCTS IN

COIMBATORE DISTRICT

Project report submitted in partial fulfilment for the

requirement for the award of the Degree of Bachelor of
Information Systems Management

by

MALI RUPESH ASHWIN

19BIS022
Under the Guidance of
PROF.MRS.PREETHI B. M.COM IB,MPHIL
Assistant Professor
Management Science Department

Department of Management Science

Sri Krishna Arts and Science College
(Autonomous)
Coimbatore 641 008

May 2022
 Sri Krishna Arts and Science College
(An Autonomous Institution)
Affiliated to Bharathiar University
Kuniamuthur, Coimbatore -641008

CERTIFICATE

This is to certify that the Project work entitled “A STUDY ON SALES

PERFORMANCE OF AMUL PRODUCTS IN COIMBATORE DISTRICT”
in partial fulfilment of requirements for the degree of Bachelor of Information
Systems Management to Bharathiar University, Coimbatore, is a record of
bonafide work carried out by MALI RUPESH ASHWIN Reg No:19BIS022 and
that no part of this has been submitted for the award of any other degree or
diploma and the work has not been published in popular journal or magazine.

GUIDE HOD

PRINCIPAL

Viva voce conducted on:

Place: Coimbatore

Date:

Internal Examiner External Examiner

 Sri Krishna Arts and Science College
(An Autonomous Institution)
Affiliated to Bharathiar University
Kuniamuthur, Coimbatore -641008

DECLARATION

I hereby declare that the Project work entitled “A STUDY ON SALES

PERFORMANCE OF AMUL PRODUCTS IN COIMBATORE DISTRICT”
submitted to Bharathiar University, Coimbatore, in partial fulfilment of the
requirements for the award of degree of Bachelor of Information Systems
Management is an original work and it has not been previously formed the
basis for the award of any Degree, Diploma, Associate ship, Fellowship or
similar titles to any other university or body during the period of my study.

Place: Coimbatore

Date:

Signature of the Candidate

 ACKNOWLEDGEMENT

First and foremost, I thank the almighty for endowing his

immense blessing that helped in each step, towards the
completion of the report.
I express my heartfelt thanks to our CEO Dr. K. Sundararaman
M.Com., M.Phil., Ph.D. and Principal for providing me the
facilities needed to complete this project.
I take this opportunity to express my deep profound gratitude to
our Head of the departments Prof. P. Rajan M.Sc., MBA, (Ph.D.)
and Prof. Julian Gnana Dhas C B.E., MBA NET and for all their
encouragement and providing his healthy co-operation
throughout the project.
I express my thanks to my GUIDE PROF.MRS.PREETHI B
.M.COM IB,M.PHIL for her guidance, engagement and aspiring
support to complete this project.
Finally, I express my thanks to my parents who have given
support and encouragement in doing this project.

MALI RUPESH ASHWIN

19BIS022
 LIST OF CONTENTS

S. NO. CHAPTER PAGE NO.

Abstract I

List of Tables II

List of Charts 1

I Introduction 2
1.1 Overview of the Study 2
1.2 Industry Profile 2
1.3 Company Profile 6
1.4 Need for the Study 7
1.5 Objectives of the Study 7
1.6 Scope of the Study 7
1.7 Limitations of the Study 8
II Literature Review 9
2 Review of Literature 9
III Research Methodology 14
3.1 Research Design 14
3.2 Sources of Data 14
3.3 Sample Design 14
3.3.1 Population 14
3.3.2 Sample Size 14
3.3.4 Sampling Method 15
3.4 Method of Data Collection 15
3.5 Tools for Analysis 15
IV Analysis and Discussion 16
V Findings and Suggestions 29
5.1 Findings 29
5.2 Suggestions 29
VI Conclusion 30
Bibliography 31

Questionnaire 32
 ABSTRACT

This article examines the consumer buying behaviour towards Amul Products with special
reference to Coimbatore City. A convenient sampling technique tool was adopted for data
collection. Sample size taken in this is 123 customers. The data is collected through
questionnaire. The buying behaviour is positive which reveals that the buying behaviour of the
consumers is high. The promotional strategies of the product can be improved to increase the
sale of the company as much. Thus the project concludes that the buying behaviour of the
consumers are positive, so the product has a good reach in Coimbatore city. It lets the
companies understand how consumer decides about buying their product or acquiring services.
Marketing managers are always interested to know more about consumers’ behaviour so they
can prepare better communication and advertising campaigns and messages about their
products and services. Better understanding of consumer behaviour would let the marketers
make the service structure as desired and attractive for the household customer and maintain
business activities according to customer demands. The study of consumer behaviour draws
upon social science disciplines of anthropology, psychology, sociology, and economics.
Consumer behaviour is broadly studied field. It lets the companies understand how consumer
decides about buying their product or acquiring services.
 LIST OF TABLES
TABLE NO. TABLE NAME PAGE NO.

4.1.1 Shows the age of respondents 16

4.1.2 Gender of respondents 17

4.1.3 Education of respondents 18

4.1.4 Occupatipon of respondents 19

4.1.5 Annual family income of respondents 20

4.1.6 Amul products do prefer to buy of respondents 21

4.1.7 How long you are using amul products of 22

respondents

4.1.8 Off take of the amul products of respondents 23

4.1.9 Buying amul products due to of respondents 24

4.1.10 How do you come to know about amul products of 25

respondents
 LIST OF CHARTS
CHART NO. CHART NAME PAGE NO.

4.1.1 Shows the age of respondents 16

4.1.2 Gender of respondents 17

4.1.3 Education of respondents 18

4.1.4 Occupatipon of respondents 19

4.1.5 Annual family income of respondents 20

4.1.6 Amul products do prefer to buy of respondents 21

4.1.7 How long you are using amul products of 22

respondents

4.1.8 Off take of the amul products of respondents 23

4.1.9 Buying amul products due to of respondents 24

4.1.10 How do you come to know about amul products 25

of respondents
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CHAPTER I
INTRODUCTION
1.1. Overview of the Study
Amul is an Indian dairy cooperative society based out of Anand that lies in Gujarat.
The word ‘Amul’ is derived from the Sanskrit word ‘Amulya’ which means
priceless or precious. This case study on Amul discusses the history of Amul, its
business model, revenue, and the key factors behind Amul’s success.
Founded in 1946, Amul is managed by the Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF), a cooperative body that comprises 3.6
million milk producers of Gujarat today.

1.2 Industry Profile

1.2.1 Introduction

Consumer buying behaviour is the sum total of a consumer’s attitudes, preferences,

intentions, and decisions regarding the consumer’s behaviour in the market place when
purchasing a product or service. The study of consumer behaviour draws upon social
science disciplines of anthropology, psychology, sociology, and economics. Consumer
behaviour is broadly studied field. It lets the companies understand how consumer
decides about buying their product or acquiring services. Marketing managers are
always interested to know more about consumers’ behaviour so they can prepare better
communication and advertising campaigns and messages about their products and
services. Consumer makes buying decision every day and many people don’t even
know the factors which derive them to this decision. Usually the factors affecting
consumer buying behaviour include psychological, social, cultural and Buying the new
home cleaning service involves consumers’ research for the best option available and it

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might take various factors in account in its decision-making process. This thesis is about
studying which factors of social, cultural, personal or psychological characteristics has
the most effect on consumer decision making process when selecting home cleaning
service company. The research work is carried out to highlight the important elements
for customers in the household and let the service provider understand overall picture
of customer behaviour towards the Amul company with the help of understanding the
factors affecting consumer behaviour for choosing a certain service provider. Better
understanding of consumer behaviour would let the marketers make the service
structure as desired and attractive for the household customer and maintain business
activities according to customer demands. This research work would let the customer
record their voice in understanding the companies what kind of service do they want
which can improve their life quality with the tailored services by the service provider.

1.2.2. History of Amul

Search the world’s information, including webpages, images, videos and more. Google
has many special features to help you find exactly what you’re looking for.

Amul is an Indian dairy cooperative society, based at Anand in Gujarat. Formed in 1946,
it is a cooperative brand managed by the Gujarat Cooperative Milk Marketing
Federation Ltd. (GCMMF), which today is jointly controlled by 36 lakh milk producers
in Gujarat, and the apex body of 13 district milk unions, spread across 13,000 villages
of Gujarat.[4] Amul spurred India’s White Revolution, which made the country the
world’s largest producer of milk and milk products.[5]

Amul cooperative was registered on 19 December 1946, as a response to the

exploitation of marginal milk producers by traders and agents in small cities. The prices
of milk were arbitrarily determined at the time. The government had given Polson an
effective monopoly in milk collection from Kaira and its subsequent supply to Mumbai.

Amul cooperative was registered on 19 December 1946, as a response to the

exploitation of marginal milk producers by traders and agents in small cities. The prices

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of milk were arbitrarily determined at the time. The government had given Polson an
effective monopoly in milk collection from Kaira and its subsequent supply to Mumbai.

Angered by the unfair trade practices, the farmers of Kaira approached Sardar
Vallabhbhai Patel under the leadership of local farmer leader Tribhuvandas K. Patel.
He advised them to form a cooperative (Kaira District Co-operative Milk Producers’
Union) and supply milk directly to the Bombay Milk Scheme instead of Polson (who
did the same but gave them low prices). He sent Morarji -Desai to organize the farmers.
In 1946, the milk farmers of the area went on a strike which led to the setting up of the
cooperative to collect and process milk. Milk collection was decentralized, as most
producers were marginal farmers who could deliver, at most, 1–2 liters of milk per day.
Cooperatives were formed for each village, too. By June 1948, the KDCMPUL had
started pasteurizing milk for the Bombay Milk Scheme. Then-Prime Minister Lal
Bahadur Shastri visited Anand to inaugurate Amul's cattle feed factory. On 31 October
1964, and sporganizationin the village and spoke to farmers about their cooperative and
after returning to Delhi, he set in motion the creation of an organization, the National
Dairy Development Board (NDDB), to replicate the Kaira cooperative in other parts of
India. Under the leadership of Tribhuvandas Patel, in 1973, Amul celebrated its 25th
Anniversary with Morarji Desai, Maniben Patel, and Verghese Kurien.

Under the leadership of Tribhuvandas Patel, the cooperative was further developed
through the efforts of Verghese Kurien and H. M. Dalaya. Dalaya's innovation of
making skim milk powder from buffalo milk was a technological breakthrough that
revolutionized India's organized dairy industry.

With Kurien's help, the process was expanded on a commercial scale which led to the
first modern dairy of the cooperative at Anand. This cooperative would go on to
compete against established players in the market.

1.2.3 Achivement of Amul

1. A major innovative result of amul pattern dairy cooperatives is that now India
produces about 95% of its own dairy equipment, saving valuable foreign exchange.

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2. India's milk production increased from 21.2m metric tons in 1968-69 to 88.1m
metric tons in 2003-04.

3. Per capita availability of milk increased from 112 grams per day in 1968-69 to
231 grams per day in 2003-04.

1.2.4 Competition of Amul

Mother Dairy Fruit & Vegetable Pvt Ltd is an Indian food processing company that
manufactures, markets, and sells milk, milk products, and other edible products. Its milk
products include cultured products, ice cream, paneer, and ghee under the Mother Dairy
brand.

The company also sells edible oils, fresh fruits and vegetables, frozen vegetables, and
processed food like fruit juices, jams, pickles, etc. Mother Dairy was founded in 1974
as a wholly-owned subsidiary of the National Dairy Development Board (NDDB).

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

1.2.5 About the Founders of Amul

Tribhuvandas Kishibhai Patel under the guidance of Sardar Vallabhbhai Patel became
the founding chairman of the organization and led it until his retirement in the 70s. He
hired Verghese Kurien in 1949 and convinced him to stay and help with the mission.
Under the chairmanship of Tribhuvandas, Kurien was initially the general manager and
helped guide the technical and marketing efforts of Amul. Kurien was the chairman of
Amul briefly after Tribhuvandas Kishibhai Patel died in 1994. Kurien, founder-

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chairman of the GCMMF for more than 30 years (1973–2006), is credited with the
success of Amul's marketing.

1.2.6 Financial Report of Amul

Here is a summary of financial information of AMUL for the financial year ending on
31 March, 2021

Operating revenues range is INR 100 cr - 500 cr

EBITDA has decreased by -28.46 %

Book networth has decreased by -52.02 %.

1.2.7 Directors of Amul

Directors of Amul Boards Private Limited are Alok Agarwal, Rajesh Kumar Agarwal,
Rakesh Kumar Agarwal, Mukesh Kumar Agarwal

1.3.Company Profile
Amul cooperative was registered on 19 December 1946, as a response to the
exploitation of marginal milk producers by traders and agents in small cities. The
prices of milk were arbitrarily determined at the time. The government had given
Polson an effective monopoly in milk collection from Kaira and its subsequent
supply to Mumbai.
Angered by the unfair trade practices, the farmers of Kaira approached Sardar
Vallabhbhai Patel under the leadership of local farmer leader Tribhuvandas K.
Patel. He advised them to form a cooperative (Kaira District Co-operative Milk
Producers' Union) and supply milk directly to the Bombay Milk Scheme instead
of Polson (who did the same but gave them low prices).[13] He sent Morarji Desai
to organize the farmers. In 1946, the milk farmers of the area went on a strike
which led to the setting up of the cooperative to collect and process milk.[12] Milk
collection was decentralized, as most producers were marginal farmers who could
deliver, at most, 1–2 liters of milk per day. Cooperatives were formed for each
village, too.[14] By June 1948, the KDCMPUL had started pasteurizing milk for
the Bombay Milk Scheme. Then-Prime Minister Lal Bahadur Shastri visited

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Anand to inaugurate Amul's cattle feed factory. On 31 October 1964, and

sporganizationin the village and spoke to farmers about their cooperative and after
returning to Delhi, he set in motion the creation of an organization, the National
Dairy Development Board (NDDB), to replicate the Kaira cooperative in other
parts of India.[15] Under the leadership of Tribhuvandas Patel, in 1973, Amul
celebrated its 25th Anniversary with Morarji Desai, Maniben Patel, and Verghese
Kurien.

1.4 Need for the study

This report examines the consumer buying behaviour towards Amul Products with
special reference to Coimbatore City. The outcome of this study will help the company
to frame promotional strategies of the products to improve the sale.

1.5 Objectives of the Study

1.5.1. Primary Objective:
⚫ To study the consumer buying behaviour towards Amul products

1.5.2. Secondary Objectives:

⚫ To study the brand awareness, problems and level of satisfaction of the
respondents in purchasing of Amul products.
⚫ To study the factors influencing the purchase of Amul products.

1.6.Scope of the Study

⚫ Amul product is one of the important products which is used all over the world.
⚫ Consumer buying behaviour is an important element in the marketing activity.
⚫ This study is used to calculate various opinions of the consumers who is using
Amul products.

⚫ The company can come to know about the strength and weakness of the product.
1.7.Limitation of the study
⚫ The results of the study are appropriate only for Amul and it may not be used in
any other company within the same industry due to differing environmental factors.

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⚫ The learning of the study is not applicable to any other branch of the company
located in any other geographic location.
⚫ The solution provided by the research is not applicable to any other company in
any other industry.
⚫ The findings of the research is not applicable to any other sister concern of the same
company.

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CHAPTER 2

LITERATURE REVIEW

Dr. S.P. Savitha [1] , “A study on consumer preference towards ‘AMUL PRODUCT’
in Coimbatore city”. AMUL (Anand milk produced union limited) formed in 1946, is a
dairy co-operative movement in India. India largest food brand trusted Amul product
for its quality and product available at affordable price. Amul product enjoying No.1
position in dairy industry this stand to further strength its position. This research is
pretaining to find out the present consumer satisfaction of Amul product. Amul product
has a good reputation among the consumers in Madurai. So it can be extended to supply
rural area also.

Mohit Jamwal, Dr. Akhilesh Chandra Pandey [2] ,“Consumer behaviour towards
cooperative milk societies: A Study on measuring the customer satisfaction of`
Aanchal’ milk (A Member milk union of UDFC Ltd)”.The study on Consumer
behaviour is the study of how individual make decision to spend their available
resources (time, money, effort) on consumption related items. Customer satisfaction
was measured across different attributes of the Ananchal milk and the customer’s
preference was checked across different parameters. This survey on the sale of
Ananchalmilk, it can be concluded that to evolve their production, marketing and
pricing strategies effectively.

Akhila D and Dr. C. Boopathi [3] ,”Consumer behaviour on Aavin milk and dairy
products in Pollachi of Tamil Nadu”. Tamilnadu state is one of the ten largest milk
producing states in India. The aim of the study is reveal consumer perception over
Aavin milk products based on their age, education, qualification and monthly income
of the consumer’s family. Many people buy Aavinmilk for its quality than the price. If
the Aavin product is too high than other brands. The aavin take necessary steps to satisfy
their consumers.

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Dr. P. Rengarajan, R. Sathya and R. Gothami [4] ,”Buying behaviour of selected

branded milk products”. Dairy products is one of the important thing used nowadays in
urban and rural areas. Although the country has emerged as the largest producer of milk
in 90’s. Market size is increasing day by day and the demand for that product is araising.
So, the companies need a proper distribution network for avaidability of product at
demand.

Mrs. Sonali Dhawan [5] ,”A study on consumer behaviour towards various branded
and non branded milk with special reference to Jabalpur district in Madhya Pradesh”.
Consumer behaviour can be defined as the behaviour that consumer display in searching
for purchasing, using, evaluating and disposing of products and services that they expect
will satisfy needs and wants. But there is a lack of awareness among the consumer about
milk they are consuming. The campaign has to be run by the companies how they
pasteurized the milk and how hygienic it is to use branded milk.

Manob K. Bandyopadhyay [6] (1994) The production of the milk is explained in this
way: 1. 1965, National Council for Dairy Production (N.D.D.B) 2. 1970 National
Council for Dairy Production, 3. 1973 Other Country States. This study deals with the
analysis of how far the N.D.D.B. Operation Flood Program is achieved in India, I.e.
replicating the N.D.D.B. ANAND model system . This study shows that the system to
replicate the ANAND model was not effective across the world. Furthermore, at the
time of copying the ANAND model, this program did not exactly consider local
geographical and socio-economic aspects.As a result, Operation Flood Programme's
money spent in certain situations did not yield any positive outcome. As indicated by
Operation Flood Program many Milk Producers' Cooperatives have been shaped in this
immense nation. To assist nitty gritty examination, just two Co-employable Milk
Producers' Union Limited - The Kaira District(ANAND)
Cooperative Milk

Producers' Union Limited and The Himalayan Co-usable Milk Producers' Union
Limited, have been considered. In this examination, issues have been talked about in
three phases in three sections. Growth and results were addressed in the first stage,

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financial performance in the second stage and Dairy Co-operative 's impact on rural
economy in the last stage.

Dr. K. Karunakaran [7], 1st edition, 2007,”This process has to be conducted within
the framework of the rules and regulations made by the Marketing and Sales
department. Positive or negative impact of any scheme depends on the promotion made
by the company (Amul). Hence it is necessary that Amul should adopt proper marketing
policies to reach out the audience in a huge amount.

According to Organization[8]: Amul – The Taste of India. Amul (2015-05-14).

Retrieved on 2015-11-29. “Alexander Fraser Laid law. Cooperatives and the Poor. A
development study prepared for the International Cooperative Alliance and the
Canadian International Development Agency, 1977. The co-operative was initially
referred to as Anand Milk Federation Union limited hence the name AMUL.”

According to Amul [9] is now world's 13th largest dairy, posts 67% revenue growth in
FY16, ”The world's 13th largest dairy organization and India's largest dairy
cooperative, Gujarat Cooperative Milk Marketing Federation (GCMMF), which
markets the popular Amul brand of dairy products today said that it has registered a 67
per cent growth in turnover to Rs 23,004 crore during 2015-16

Prakash [10] (2006) examine the distribution channel of effectiveness of ice

creammarket(Amul Kwality Walls) in Hyderabad. Ice cream, a most palatable and

nourishing food,which was once considered to be a sophisticated item, is becoming
more and more popular among all sections of the people in recent times. As the mercury
rises nobody is happier thanthe ice-cream manufacturers who are already

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filling their iceboxes with dollops of new,mouthwatering flavours. Amul is the largest
food brand in India, which has a turnover of Rs3800 crores per annum. They are
manufacturing and marketing perishable dairy products byusing most modern plants
and effective distribution channels. The primary objective of thestudy was to ascertain
the major factors that are influencing the effective distribution of Amulice creams
manufactured by Gujarat Cooperative Milk Marketing Federation Limited(GCMMFL)
by comparing with the Kwality Walls, the leading player in the Hyderabadmarket.

Venkatakrishna V.. Saraswathi P. and Radharao Chaganti [11] (April 2002)

examine the white revolution-How Amul brought milk to India. The most notable
feature of a developing country is that it witnesses the birth of a number of
organizations-organizations geared to meet the demands of, and opportunities presented
by that development. Success of the development process, indeed, hinges on how well
those new organizations grow and mature and serve the needs of the society at large.
However, not all new organizations grow and mature. Some face an early decline. What
distinguishes the organizations that survive and grow? This paper presents a framework
that helps answer this question and illustrates it with the history of corporate strategy of
a well-known co-operative in India.

Pankaj Chandra and Devanath Tirupati [12] (April 2003) Business Strategies for
Managing Complex Supply Chains in Large Emerging Economies. In this paper we
describe a case study of a dairy cooperative, AMUL, in western India that has developed
a successful model for doing business in large emerging economy. It has been primarily
responsible, through its innovative practices, for India to become world's largest
producer of milk. This paper draws various lessons from the experiences of AMUL that
would be useful to cooperatives globally as well as firms that are interested in doing
business in large emerging markets like India and China.

B. Bowonder, B.R. Raghu Prasad and Anup Kotla [13] (July 2005) examine the ICT
application in a dairy industry: the e-experience of Amul. The use of information
communication technologies (ICT) in the rural areas of Gujarat. by Gujarat Cooperative

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Milk Marketing Federation Ltd. (GCMMFL) has made the operation of the dairy
industry different. While it has always been argued that investments related to ICT made
in rural India are not effective, the case of Amul proves that "where there is a will, there
is a way". Amul has become rural India's flag bearer in the information technology (IT)
revolution. This paper analyses the use of ICT in the dairy industry by the GCMMFL.
This system makes easy for the farmers to get the cash payment as soon as the milk is
delivered. The Amul experience indicates that, if properly designed and implemented,
the rural poor can benefit from ICT platforms. Customization of IT platforms for use in
rural communities is emerging as a major

Opportunity.

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CHAPTER 3

RESEARCH METHODOLOGY

3.1. Research Design

The descriptive research is used for this study. The main objective of using
descriptive research is to describe the state of affairs as it exists at present. It mainly
involves surveys and fact finding enquiries of different kinds.

3.2. Sources of data

3.2.1. Primary Data:
The data those are collected as fresh for the first time and happen to be original
in character are called as primary data .Primary data collected through
questionnaire, (i.e.) structural questionnaires.

3.2.2. Secondary Data:

Secondary data are collected from,

- Company report and records - Books - Company profile - Website

3.3. Sample Design

3.3.1. Population:
The customers of Amul products in Coimbatore district.

3.3.2. Sampling Unit:

The customers who use Amul products.

3.3.3. Sampling Size:

For this study the data are collected from 123 respondents.
3.3.4. Sampling Method:

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The study employees convene sampling methodto

select samples from populations.

3.4 Method of data collection

3.4.1. Primary Data:
Primary data are those which are collected a fresh and for the first time, and thus
happen to be original in character.

3.4.2. Secondary Data:

Secondary data analysis can save time that would otherwise be spent collecting
data and particularly in the case of quantitative data, can provide larger and
higher quality databases that would be unfeasible for any individual researcher
to collect on their own.

3.5. Tools for analysis

3.5.1 Percentage Analysis
Percentage analysis is the method to represent raw streams of the data as a
percentage (a part in 100-percentage) for better understanding of collecting data.

Number of Respondents Percentage = -

------------------------------------- x 100
Total no of Respondents

3.5.2. Chi - Square

The Chi - Square tests a fairly simple and definitely the most popular of all tools.
The Chi - Square test is widely used for non-parametric test in statistical work.
It makes no assumption about being sample.

Where, O – Observed Value

E – Expected Value

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CHAPTER 4
ANALYSIS AND DISCUSSION
4.1 Percentage analysis

4.1.1 Age of Respondents

Table 4.1.1 Shows the Age of Respondents

S.No Age in years No.of Percent
Respondents
1 Less then 18 4 3.3
2 18 – 25 106 86.2
3 25 - 50 12 9.8
4 Above 50 1 0.8

Total 123 100

Interpretation
The above table explains that 86.2% of respondents are 18-25, It is the maximum
respondents among all others.

Chart 4.1.1 Shows age in years of respondents

Interference

The above chart explains that majority of respondents are 18-25 with 86.2%.

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4.1.2 Gender of Respondents

Table 4.1.2 Gender of Respondents

S.No Gender No.of Percent
Respondents
1 Male 84 68.3
2 Female 39 31.7
3 Other 0 0

Total 123 100

Interpretation
The above table explains 68.3% of respondents are Male, Female respondents are less
then Male respondents.

Chart 4.1.2 Shows the Gender of Respondents

Interference
The above chart explains majority of respondents belongs to the Male with 68.3%.
4.1.3 Education of Respondents

Table 4.1.3 Education of Respondents

S.No Education No.of Percent
Respondents
1 Up to +2 12 9.8

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2 Graduate 98 79.7
3 Post Graduate 12 9.8
4 Other 1 0.8
Total 123 100
Interpretation
The above table explains 79.7% of respondents are Graduate, It is the maximum
respondents among all.

Chart 4.1.3 Shows the Education of Respondents

Interference
The above chart explains majority of respondents belongs to the Graduate with 79.7%.

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4.1.4 Occupation of Respondents

Table 4.1.4 Education of Respondents

S.No Occupation No.of Percent
Respondents
1 Business 48 39
2 Professional 11 8.9
3 House Wife 10 8.1
4 Other 54 43.9
Total 123 100
Interpretation
The above table explains 43.9% of respondents are Others, It is the maximum
respondents among all.

Chart 4.1.4 Shows the Education of Respondents

Interference
The above chart explains majority of respondents belongs to the Others with 43.9%.
4.1.5 Annual Family Income of Respondents

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Table 4.1.5 Annual Family Income of Respondents

S.No Annual Income No.of Percent
Respondents
1 Below Rs.200000 49 39.8
2 Rs.200000 - 400000 41 33.3
3 Rs.400000 - 600000 16 13
4 Above Rs.600000 17 13.8
Total 123 100
Interpretation
The above table explains 39.8% of respondents are Below Rs.200000, It is the
maximum respondents among all.

Chart 4.1.5 Shows the Annual Family Income of Respondents

Interference
The above chart explains majority of respondents belongs to the Below Rs.200000 with
39.8%.

4.1.6 Type of Amul Products Do Prefer to Buy of Respondents

Table 4.1.6 Amul Products Do Prefer to Buy of Respondents

S.No Prefer to buy No.of Percent
Respondents
1 Butter 33 26.8

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2 Cheese 32 26
3 Chocolate 44 35.8
4 Ghee 14 11.4
Total 123 100
Interpretation
The above table explains 35.8% of respondents are Chocolate, It is the maximum
respondents among all.

Chart 4.1.6 Shows the Amul Products Do Prefer to Buy of Respondents

Interference
The above chart explains majority of respondents belongs to the Chocolate with
35.8%.

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4.1.7 How Long You are Using Amul Products of Respondents

Table 4.1.7 How Long You are Using Amul Products of Respondents
S.No Using amul product No.of Percent
Respondents
1 Less then 3 months 19 15.4
2 3 to 6 months 18 14.6
3 6 to 9 months 12 9.8
4 More then 1 year 74 60.2
Total 123 100
Interpretation
The above table explains 60.2% of respondents are more then 1 year, It is the maximum
respondents among all.

Chart 4.1.7 Shows How Long You are Using Amul Products of Respondents

Interference
The above chart explains majority of respondents belongs to the more then 1 year with
60.2%.

4.1.8 Off Take of the Amul Products of Respondents

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Table 4.1.8 Off Take of the Amul Products of Respondents

S.No Off Take of Amul Products No.of Percent
Respondents
1 Daily 25 20.3
2 Weekly 69 56.1
3 Monthly 29 23.6
Total 123 100
Interpretation
The above table explains 56% of respondents are weekly, It is the maximum
respondents among all.

Chart 4.1.8 Shows Off Take of the Amul Products of Respondents

Interference
The above chart explains majority of respondents belongs to the weekly with 56.1%.
4.1.9 Buying Amul Products Due to of Respondents

Table 4.1.9 Buying Amul Products Due to of Respondents

S.No Buying due to No.of Percent
Respondents
1 Price 1 0.8

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2 Brand 18 14.6
3 Taste 43 35
4 Purity 14 11.4
5 Quality 47 38.2
Total 123 100
Interpretation
The above table explains 38.2% of respondents are Quality, It is the maximum
respondents among all.

Chart 4.1.9 Shows Buying Amul Products Due to of Respondents

Interference
The above chart explains majority of respondents belongs to the Quality with 38.2%.

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4.1.10 How Do you Come to Know about Amul Products of Respondents

Table 4.1.10 How Do you Come to Know about Amul Products of Respondents
S.No Know about Amul Products No.of Percent
Respondents
1 Through distributors 15 12.2
2 Through advertisement 73 59.3
3 Through customers 18 14.6
4 Through others 17 13.8
Total 123 100
Interpretation
The above table explains 59.3% of respondents are through advertisement, It is the
maximum respondents among all.

Chart 4.1.10 How Do You Come to Know About Amul Products of Respondents

Interference
The above chart explains majority of respondents belongs
to the through advertisement with 59.3%.

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4.2 Chi-square Test

4.2.1 Association between the Age of respondents and type of Amul products
preferred by the respondents

Null Hypothesis, H0: There is no association between age of the respondents and
type of Amul products preferred by the respondents

Alternative Hypothes, H1: There is a association between age of the respondents

and type of Amul products preferred by the respondents

Since the P value, 0.01 which is less than 0.05, we accept the alternative hypothesis.

Result: There is a association between age of the respondents and type of Amul
products preferred by the respondents

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4.2.2 Association between the Annual Family Income of respondents & How Long
the respondents are Using Amul Products

Null Hypothesis, H0: There is no association between annual family income of the
respondents and how long the respondents are using Amul products.

Alternative Hypothes, H1: There is a association between annual family income of

the respondents and how long the respondents are using Amul products.

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Since the P value, 0.01 which is less than 0.05, we accept the alternative hypothesis.

Result: There is a association between annual family income of the respondents and
how long the respondents are using Amul products.

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CHAPTER 5
FINDINGS AND SUGGESTIONS
5.1 Findings
⚫ Majority of respondents are Age of 18 - 25 with 86.2%
⚫ Majority of respondents are Male with 68.3%
⚫ Majority of respondents are Graduated with 79.7%
⚫ Majority of respondents are Others with 43.9%
⚫ Majority of respondents are Below Rs.2,00,000 with 39.8%
⚫ Majority of respondents are Chocolate with 35.8%
⚫ Majority of respondents are more than 1 years with 60.2%
⚫ Majority of respondents are Weekly with 56.1%
⚫ Majority of respondents are Quality with 38.2%
⚫ Majority of respondents are Through advertisement with 59.3%
⚫ The P value, 0.01 which is less than 0.05, we accept the alternative hypothesis.
⚫ The P value, 0.01 which is less than 0.05, we accept the alternative hypothesis.

5.2 Suggestions
⚫ Amul should focus on ghee products as it has the least number of consumer
preference.
⚫ Amul should consider reducing its price as it has the least number of consumers in
terms of motive behind buying amul products compared to other factors.
⚫ Amul should expand their marketing channels to various digital media as majority
of the consumers got the awareness about amul through the traditional media of
advertisements.
⚫ Quantity of the amul products may get increased as most of the consumers are
having a neutral response towards the quantity factor.
⚫ Amul should focus on the availability of the products in the stores as majority of
the consumers think it should have a better availability by giving a neutral response.

⚫ Majority of the consumers think it should have more number of stores to be setup
in their locality which should be considered under their expansion strategy.

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CHAPTER VI
CONCLUSION
GCMMF that owns Amul, Asia's largest milk brand realized tha with the changing
lifestyle & increased awareness about health issues, there has been a discernable shift
towards health basic drinks from carbonated drinks. To utilize the potential of flavoured
milk, butter milk & other milk based beverages that have an age old tradition in India.
By identifying the targeted nagers & youth, who were biggest consumers of colas &
aerated drinks. The New variants of the brand were advertisements through major
national channels with special focus on youth oriented TV channels like MTV &
Cartoon Network, By identifying the trend & introducing variants, Amul has been
emerged as the fastest growing brand in non-carbonated soft drinks category. From the
survey conducted it is observed that Amul milk has a good market share.

From the study conducted the following conclusions can be drawn. In order the dreams
comes into reality and for turning liabilities into assets one must have to meet the needs
of the customers.The factors considered by the customer before purchasing milk are
freshness, taste, thickness and availability.Finally I conclude that, majority of the
customers are satisfied with the Amul milk and Milk products because of its good
quality, reputation, easy availabilities. Some customers are not satisfied with the Amul
Milk because of high price, lack of dealer services, spoilage and low shelf life etc.
therefore, if slight modification in the marketing programme such as dealers and outlets,
promotion programmers, product lines etc., definitely company can be as a monopoly
or a strong market leader. Amul has also to take care of its competitors and more
importantly its customers before making any moves.

As per the study done towards the Amul product the consumption of the Amul products
are high when compared to other products. The buying behaviour is positive which
reveals that the buying behaviour of the consumers is high.The promotional strategies
of the product can be improved to increase the sale of the company as much. Thus the
project conclude that the buying behaviour of the consumers are positive, so the product
has a good reach in Coimbatore city.

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BIBILOGRAPHY
1. Mohit Jamwal, Dr. Akhilesh Chandra Pandey ,“Consumer behaviour towards
cooperative milk societies: A Study on measuring the customer satisfaction of`
Aanchal’ milk (A Member milk union of UDFC Ltd).

2. Manob K. Bandyopadhyay (1994) The production of the milk is explained in this

way: 1. 1965, National Council for Dairy Production (N.D.D.B) 2. 1970 National
Council for Dairy Production

Websites :

⚫ www.wikipedia.com

⚫ http://www.google.com

⚫ https://www.slideshare.net/

⚫ https://amul.com

⚫ https://www.researchgate.net

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APPENDIX
Questionnaire

1. Name :

2. Age in years : [ ] less then 18 [ ] 18 - 25 [ ] 25 - 50 [ ] above 50

3. Gender : [ ] Male [ ] Female

4. Education : [ ] Up to +2 [ ] Graduate [ ] Post Graduate [ ] Others

: [ ] Business [ ] Professional [ ] House Wife [ ]
5. Occupation
Others

6. Annual Family Income : [ ] Below Rs.2,00,000 [ ] Rs.2,00,000 - Rs.4,00,000

[ ] Rs.4,00,001-Rs.6,00,000 [ ] Above Rs.6,00,000

7. What type of Amul product do you prefer to buy

[ ] Butter [ ] Cheese [ ] Chocolate [ ] Ghee

8. How long you are using Amul products

[ ] less than 3 months [ ] 3 to 6 months [ ] 6 to 9 months [ ] more than 1 year

9. What is the off take of the Amul product you use

[ ] Daily [ ] Weekly [ ] Monthly

10. Buying Amul products due to

[ ] Price [ ] Brand [ ] Taste [ ] Purity [ ] Quality

11. How do you come to know about Amul products

[ ] through distributors [ ] through advertisement

[ ] through customers [ ] through others

12. Please indicate your opinion about each of the following statements.

Indicate [/] mark in appropriate column.

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S.no Statement Highly Disagree Neutral Agree Highly

Disagree Agree

1 Satisfied with the purity of Amul

products

2 Want more number of Amul stores to

be set up your locality

3 Products are identifiable and I can

pick it easily

4 Temperature inside the store is very

pleasant

5 I feel comfortable in walking through

the Amul store

6 Satisfied with the quantity of Amul

products

7 Sales person has good response

13. Please indicate your satisfaction level for the following statements.

Indicate [/] mark in appropriate column

S.no Factor Very Good Average Poor Very Poor
Good

1 Quality

2 Brand Image

3 Availability

4 Packing

5 Replacement

6 Price, I paid

14. Help us to improve with your feedback.

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