1

A SUMMER TRAINING REPORT ON AMUL KOOL FLAVOR MILK STUDY CONSUMER BEHAVIOR & TRADE R ESPONSE FOR AMUL KOOL FLAVOR MILK SUBMITTED TO Shree D. T. RAVAL MANAGER AHMEDABAD DEPOT. GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION LTD. AHMEDABAD UNDER THE GUIDANCE OF PROJECT GUIDE Dr. B.K. OZA & Dr. H. D. VYAS SUBMITTED BY AMIT SOLANKI DEPARTMENT OF BUSINESS ADMINISTRATION BHAVNAGAR UNIVER SITY BHAVNAGAR. 2

PREFACE The MBA programme is well structured and integrated course of business studies. The main objective of practical training at MBA level is to develop skill in stu dent by supplement to the theoretical study of business management in general. I ndustrial training helps to gain real life knowledge about the industrial enviro nment and business practices. The MBA programme provides student with a fundamen tal knowledge of business and organizational functions and activities as well as an exposure to strategic thinking of management. In every professional course, training is an important factor. Professors give us theoretical knowledge of var ious subjects in the college but we are practically exposed of such subjects whe n we get the training in the organization. It is only the training through which I come to know that what an industry is and how it works. I can learn about var ious departmental operations being performed in the industry, which would, in re turn, help me in the future when I will enter the practical field. Training is a n integral part of MBA and each and every student has to undergo the training fo r 2 months in a company and then prepare a project report on the same after the completion of training. During this whole training I got lot of experience and c ame to know about the management practices in real that how it differs from thos e of theoretical knowledge and the practically in the real life. In todays globa lize world, where cutthroat competition is prevailing in the market, theoretical knowledge is not sufficient. Beside this one need to have practical knowledge, which would help an individual in his/her carrier activities and it is true that Experience is the best teacher. 3

ACKNOWLEDGEMENT With immense pleasure, I would like to present this project repo rt on a market research work on AMUL KOOL FLAVOR MILK for Gujarat Co-operative M ilk Marketing Federation Ltd., Ahmedabad. It has been an enriching experience fo r me to undergo my summer training at AMUL, which would not have possible withou t the goodwill and support of the people around. As a student of DEPARTMENT OF B USINESS OF BUSINESS ADMINISTRATION, I would like to express my sincere thanks to all those who helped me during my practical training programme. Words are insuf ficient to express my gratitude toward Mr. D. T. Raval, the Branch Manager of AM UL. I would like to give my heartily thanks to Mr. Anil Bayati, who permitted me to get training at G.C.M.M.F. I am very thankful to Dr. B. K. Oza & Dr. H. D. V yas, who helped me at every step whenever needed. Lastly, I convey my regards to the whole staff, which made my stay at G.C.M.M.F. LTD. A memorandum part of lif e. AMIT SOLANKI DEPARTMENT OF BUSINESS ADMINISTRATION BHAVNAGAR UNIVERSITY BHAVNAGA R. 4

PROJECT REPORT CONTENTS SECTION A THE PROJECT PROFILE 1. Project Background 2. G .C.M.M.F.: An Overview 3. List of products marketed by G.C.M.M.F. 4. Competitive situation. SECTION B THE PROJECT- EXECUTIVE SUMMARY/RESEARCH METHODOLOGY 1. Res earch Objectives 2. Research Design 3. Research Duration 4. Sampling Design 5. S ize of Sample 6. Data Collection Method 7. Sampling Unit SECTION C 1. Sample Pro file for Trade Response. 2. Sample Profile for Consumer Behavior. 3. Questionnai re for Trade Response. 4. Questionnaire for Consumer Behavior. 5. Data analysis & interpretation of Trade Response. 6. Data analysis & interpretation of Consume r Behavior. 7. Market Potential of the product. 8. Findings & conclusion. 9. Sug gestions. 10. Limitations. BIBLIOGRAPHY 5

SECTION A THE PROJECT PROFILE 1. Project Background & introduction 2. G.C.M.M.F. : An Overview 3. List of products marketed by G.C.M.M.F. 4. Competitive situatio n. 6

PROJECT BACKGROUND AND INTRODUCTION In the year 1946, the first milk union was e stablished. This union was started with 250 litres of milk per day. In the year 1955, AMUL was established. In the year 1946, the union was known as KAIRA DISTR ICT CO-OPERATIVE MILK PRODUCERS UNION. This union selected the brand name AMUL in 1955. The brand name Amul means AMULYA. This word derived from the Sanskrit word A MULYA. A quality control expert in Anand had suggested the brand name AMUL. Amul pr oducts have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amul spray, Amul Cheese, Amul Munch Times, Amul Shrikhand, Am ul Ice Cream, Nuramul, Amul Milk, Amul Milk Drinks and Amulya have made Amul a l eading food brand in India. Today Amul is a symbol of many things like of the hi gh quality products sold at reasonable prices, of the genesis of a vast co-opera tive network, of the triumph of indigenous technology of the marketing savvy of a farmers organization. And have a proven moldel for dairy development. 7

G.C.M.M.F.: AN OVERVIEW Gujarat Cooperative Milk Marketing Federation (GCMMF) is India s largest food products marketing organisation. It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality pro ducts which are good value for money. Members: No. of Producer Members: No. of V illage Societies: Total Milk handling capacity: Milk collection (Total - 2006-07 ): Milk collection (Daily Average 200607): Milk Drying Capacity: Cattlefeed manu facturing Capacity: Sales Turnover 1994-95 1995-96 1996-97 1997-98 1998-99 199900 2000-01 2001-02 2002-03 2003-04 2004-05 13 district cooperative milk producer s Union 2.6 million 12,792 10.16 million litres per day 2.38 billion litres 6.5 million litres 594 Mts. per day 2640 Mts per day Rs (million) 11140 13790 15540 18840 22192 22185 22588 23365 27457 28941 29225 US $ (in million) 355 400 450 4 55 493 493 500 500 575 616 672 8

LIST OF PRODUCTS MARKETED BY G.C.M.M.F. Breadspreads: Amul Butter Amul Lite Low Fat Breadspread Amul Cooking Butter Cheese Range: Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizz a (Mozarella) Cheese Amul Shredded Pizza Cheese Amul Emmental Cheese Amul Gouda Cheese Amul Malai Paneer (cottage cheese) Utterly Delicious Pizza Mithaee Range (Ethnic sweets): Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom) Amul Amrakhand Amul Mithaee Gulabjamuns Amul Mithaee Gulabjamun Mix Amul Mithaee Kulfi Mix Avsar Lad oos UHT Milk Range: Amul Shakti 3% fat Milk Amul Taaza 1.5% fat Milk Amul Gold 4.5% fat Milk Amul Li te Slim-n-Trim Milk 0% fat milk Amul Shakti Toned Milk Amul Fresh Cream Amul Sno wcap Softy Mix Pure Ghee: Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee Infant Milk Range 9

 Amul Infant Milk Formula 1 (0-6 months) Amul Infant Milk Formula 2 ( 6 months ab ove) Amulspray Infant Milk Food Milk Powders: Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Saga r Tea and Coffee Whitener Sweetened Condensed Milk: Amul Mithaimate Sweetened Condensed Milk Fresh Milk: Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standa rdised Milk 4.5% fat Amul Slim & Trim Double Toned Milk 1.5% fat Amul Saathi Ski mmed Milk 0% fat Amul Cow Milk Curd Products: Yogi Sweetened Flavoured Dahi (Dessert) Amul Masti Dahi (fresh curd) Amul Masti Spiced Butter Milk Amul Lassee Amul Icecreams: Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi) Nut-o-Mania Range (Kaju D raksh, Kesar Pista Royale, Fruit Bonanza, Roasted Almond) Nature s Treat (Alphan so Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black Currant, Santra Man tra, Fresh Pineapple) Sundae Range (Mango, Black Currant, Sundae Magic, Double S undae) Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococr unch, Megabite, Cassatta) Utterly Delicious (Vanila, Strawberry, Chocolate, Choc ochips, Cake Magic) Chocolate & Confectionery: 10

 Amul Milk Chocolate Amul Fruit & Nut Chocolate Brown Beverage: Nutramul Malted Milk Food Milk Drink: Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate) Amul Kool Cafe Health Beverage: Amul Shakti White Milk Food 11

COMPETITIVE SITUATION Following are the major competitors in the Milk Drink sect or: Competitors Profile: 1. Amul Kool 2. Amul Kool Flavoured Bottled Milk 3. Amu l Kool Thandai 4. Nestle Milk 5. Nestle Slim Milk 6. Rajavadi Mast Milk 7. Gaura v Mast Milk 12

SECTION B THE PROJECT EXECUTIVE SUMMARY/RESEARCH METHODOLOGY 1. Research Objecti ves 2. Research Design 3. Research Duration 4. Sampling Design 5. Size of Sample 6. Data Collection Method 7. Data Analysis Method 8. Area of Survey 9. Sample U nit 13

RESEARCH OBJECTIVES 1. To estimate the market potential and perception towards Am ul Kool Flavor Milk. 2. To find out the frequency of consumption of Amul Kool Flav or Milk. 3. To know the awareness level among the retailers for the Amul Kool Flav or Milk. 4. To do market analysis in order to study the usage pattern and buying behavior of Amul Kool Flavor Milk. 5. To know the awareness level of the consumers for the Amul Kool Flavor Milk. 6. To find out the causes of not buying the Amul Ko ol Flavor Milk. RESEARCH DESIGN EXPLORATORY RESEARCH DESIGN RESEARCH DURATION APPROXIMATELY 6 WE EKS SAMPLING DESIGN CONVENIENCE BASIS SIZE OF SAMPLE 150 RETAIL SHOPS & 100 CONS UMERS 14

DATA COLLECTION METHOD 1. PRIMARY DATA Direct Interview through Questionnaire 2. SECONDARY DATA Websites DATA ANALYSIS METHOD GRAPHICAL METHOD AREA OF SURVEY BH AVNAGAR CITY SAMPLING UNIT RETAIL SHOPS & CONSUMERS 15

SECTION C 1. Sample Profile of retailers. 2. Sample Profile of consumers. 3. Que stionnaire for retailers. 4. Questionnaire for consumers. 5. Data analysis & int erpretation of Trade Response. 6. Data analysis & interpretation of Consumers. 7 . Market Potential of the product. 8. Findings & conclusion. 9. Suggestions. 10. Limitations. 16

SAMPLE PROFILE OF RETAILERS SR NO. SHOP NAME 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. Muralidhar Pan Satnam Ba kery Diamond Pan Centre Om Sai Pan Centre Bhagavati Provision Store Jalaram Kari yana Store Atul Provision Store Mahadev Pan Parlour Yatra Parlour Apna Parlour S uper Cold drinks Ajay Parlour Mona Bakery Anand Pan Parlour Takteshwar Provision Store Shriji Provision Store Jain Provision Store Vidhyanagar Provision Store M anpasand Bakery Soni Fast Food Mahadev Bakery Amrut Parlour Rasmalai Laxmi Baker y Ashok Ice Cream Tulsi Restaurant Arazoo Provision Store Shetty Masoor Caf Kisho re Pan Parlour Shankar Provision Store Laxminarayan Farasan Madhuvan Store AREA Jasonath Chowk Nirmal Nagar NIrmal Nagar NIrmal Nagar Bhayani Ni vadi Bhaya ni Ni vadi Shastri Nagar Shastri Nagar Kalanala Madhavdeep Madhavdeep Madhavjyot Kalubha Road Kalubha Road Kalubha Road Kalubha Road Vidhya Nagar Vidhya nagar S ahakari hat Sahakari hat Sahakari hat Madhav Hill Opp. Dr. House Opp.Raymond Dr. House Kalanala NationalLojedel Pirchhalla Sheri Anantvadi Anantvadi VirabhadraS hop Devubag 17

33. Shakti General Store 34. Shri Ram Lassi Centre 35. Akshar Cream Parlour 36. Dessert Parlour 37. Avani Provision Store 38. Adarsh Sweet Mart 39. Shreeji Parl our 40. Mehta Jethalal 41. Muni Pendavala 42. Das Pendavala 43. Dharmik Milk Age ncy 44. Prakeshkumar Mohanlal 45. Krishna Dairy 46. Shiv Colddrink 47. Bharati P rovision Store 48. Muralidhar Pan Parlour 49. Hari Om Provision Store 50. Raj As hapura Milk Parlour 51. Khodiyar Milk Dairy 52. Amar Enterprise 53. Poonam Pan P arlour 54. Tulsi Colddrink 55. Ashirvad Pan Parlour 56. Gayatri General Store 57 . Amul Parlour 58. Bhagavati Pan Parlour 59. Vishwas Bakery & Store 60. Sita Gen eral Store 61. Samarth Juice Centre 62. Khodiyar Ice Cream 63. Ashapura Parlour 64. Amar Provision Store 65. Jainam Provision Store 66. Dhanalaxmi Store 67. Rav i Provision Store Devubag Devubag Devubag Devubag Tele. Exchange Jamadar Sheri Main Bazaar Undi Va khar Khar Gate Khar Gate Khar Gate Nanbha Sheri Rupam Chowk Business Centre Vege . Market Bhidbhanjan Bhavnagar Para Press Quarter S. T. Workshop Fulsor Fulsor F ulsor Chitra Chitra Chitra Chitra Desai Nagar Press Quarter Sar. Nag. Circle Sar . Nag. Circle Sar. Nag. Circle Sindhu Nagar Rupani Circle Rupani Circle Gogha Ci rcle 18

68. 69. 70. 71. 72. 73. 74. 75. 76. 77. 78. 79. 80. 81. 82. 83. 84. 85. 86. 87. 88. 89. 90. 91. 92. 93. 94. 95. 96. 97. 98. 99. 100. 101. 102. Haridarshan Provision Store Kamal Store Amarlal Bakery Anmol Bakery Satnam Provi sion Store Jagadish Provision Store Mahalaxmi Lassi Centre Tirupati Ice Cream Ce ntre Khodiyar Dairy Farm Uttam General Store Sahin Provision Store Ratnadeep Pro vision Store Padmavati Provision Store Shivshakti Colddrink Vadavali Ice Cream C entre Chamunda Provision Store Deepa General Mukeshkumar Popatlal Store Ashok Pr ovision Store Sadguru Pan Store Prashant Provision Store Shri Sriyajin Provision Store Shri Laxmi Provision Store Shri Ramkrishna Dairy Farm Sitaram Provision S tore Pandya Provision Store Sitaram General Store Jalaram Provision Store Top-3 Juice Parlour Food Zone Gayatri Pan House Himalaya Ice Cream Parlour Shri Nanak Bakery Lucky Bakery Store Sugand Ghar Gogha Circle Gogha Circle Gogha Circle Gogha Circle Gogha Circle Muni Dairy Amba vadi Muni Dairy Muni Dairy Muni Dairy Muni Dairy Suvidha Townsh Suvidha Townsh R ing Road Gogha Jakatnak Gogha Jakatnak Gogha Jakatnak Gogha Jakatnak Ram Mantra Ma Ram Mantra Ma Ram Mantra Ma Ram Mantra Ma Lakhubhai Hall Lakhubhai Hall Lakhu bhai Hall Lakhubhai Hall Bhagavati Park Sagavadi Top-3 Cinema Top-3 Cinema Opp. DSP Offic Divanpara Road Navapara Chow Nagar Pole Vora Bazaar 19

103. 104. 105. 106. 107. 108. 109. 110. 111. 112. 113. 114. 115. 116. 117. 118. 119. 120. 121. 122. 123. 124. 125. 126. 127. 128. 129. 130. 131. 132. 133. 134. 135. 136. 137. Royal Bakery Sadguru Bakers & Cake Shop Bhagavati Provision Store Nilakantha Pro vision Store Amar Provision Store Pancharatna Provision Store Doli Pan Store Ram dev Colddrink Paras General Store Dev Provision Store Bombay Fastfood Shrinivas Provision Store Om General Store N X Zone Parth General Store Vijay Provision St ore Sadgurukrupa General Store Krishna Lassi Parlour Krishna Colddrink & Pan Par lour Bhagyalaxmi Provision Store Akshar Provision Store Lucky Provision Store Na zaf Store Santosh Pan Parlour Rajchamunda Bakery Khodiyar Restaurant Sunny Provi sion Store Cash & Carry Ankur Consumer Shriji Consumer Novelty Bakery Shreenatha ji Provision Store Tulsi Provision Store Famous Amul Parlour Ami Provision Store Divanpara Road Shrinathaji Naga 12 no. Bus Stop Gayatri Nagar Gayatri Nagar Gaya tri Nagar Gayatri Nagar Gayatri Nagar Ring Road Devaraj Nagar Cresent Circle Cre sent Circle Meghani Circle Rubbery Factory Don Chowk Don Chowk Don Chowk Don Cho wk Don Chowk Diamond Chow Opp. Blood Ban Shishuvihar Cir. Shishuvihar Cir. Prabh udas Talav Bordi Gate Dipak Chowk Last Bus Stop Talaja Road Talaja Road Talaja R oad Talaja Road Hill Drive Sanskar Mandal Sanskar Mandal Sanskar Mandal 20

138. 139. 140. 141. 142. 143. 144. 145. 146. 147. 148. 149. 150. Shraddha Provision Store Shree Ramkrishna General Store Madhur Consumer Store Go pal Bakery Shankar Provision Store Ramdev Cold drink Sadguru Provision Store Ram krishna General Store Dharmendra Provision Store Yash Consumer Store Rajshakti P arlour King Bakers & General Store Goodluck General Store Sanskar Mandal Sanskar Mandal Op.Devumatem. Sindhu Nagar Sindhu Nagar Sindhu Nag ar Sindhu Nagar Sindhu Nagar Atabhai Road Atabhai Chowk Atabhai Chowk Atabhai Ch owk Opp. Centralsalt 21

SAMPLE PROFILE OF CONSUMERS NAME 1. Mr.Amit K. Derara 2. Mr.Abhishek Gupta 3. Mr .Nitin Patel 4. Mr.Manoj Gohil 5. Mr. Jaydee Rav 6. Mr. Jay Patel 7. Mr. Nirav G ajjar 8. Mr. Tarang Sachaniya 9. Mr. Rajesh Dabhi 10. Mr. Haradevsinh Gohil 11. Mr. Rajesh Lathiya 12. Mr. Vipul Desai 13. Mr. Jignesh Gadhi 14. Mr. Khodabha Ka nani 15. Mr. Kishore Kamaliya 16. Mr. Rajesh Khimanee 17. Mr. Chirag Desai 18. M r. Jitendra Solanki 19. Mr. Haribhai Bhatt 20. Mr. Bhavesh Patel 21. Mr. Raju Ra ychura 22. Mr. Chandresh Jadav 23. Mr. Javerbhai Mavani 24. Mr. Paresh Thakkar 2 5. Mr. Chirag Solanki 26. Mr. Bhavesh Rathod 27. Mr. Jagdish Rathod 28. Mr. Naya n Mongia 29. Mr. Bharat Pathak 30. Mr. Bhavin Lakhani 31. Mr. Dharmendra Pandya 32. Mr. Dhiren Pathak 33. Mr. Kuldeepsinh Gohil 34. Mr. Haradevsinh Gohil 35. Mr . Nikhilesh Dixit 36. Mr. Jignesh Mehta 37. Mr. Vishalsinh Gohil ADDRESS Kalubha Chowk Waghawadi Road Mahavir Palace Nirmal Nagar Mahavir Palace Hill Drive Ahme dabad Kalvibid Vijayraj Nagar Kalvibid Kalvibid Pirachhalla Sheri Rajkot Boratal av Sindhunagar Sindhunagar Sindhunagar Gayatrinagar Kalvibid Kalubha Chowk Kalan ala Chowk Kalvibid Fariyadka Jail Road Bharatnagar Gogha Road Kumbharvada Kanbiv ad Tulsi Park Ayodhyanagar Sitaramnagar Sagwadi Ambala-Sihore Tana-Sihore Press Quarter RLY Stadium Col. Ambala-Sihore 22

38. Mr. Kalpesh Parekh 39. Mr. Dhirubhai Kataria 40. Mr. Nirmal Shethwala 41. Mr . Rajanikant Kataria 42. Mr. Viral Viradia 43. Mr. Rajiv Viradia 44. Mr. Dinesh Vala 45. Mr. Dixit Shethwala 46. Mr. Dhirubhai Wala 47. Mr. Yogesh Raval 48. Mr. Rajesh Patel 49. Mr. Sunil Joshi 50. Mr. K.V. Rana 51. Mr. Kamlesh Patel 52. Mr . Ramanik Soni 53. Mr. Himmatlal Harasora 54. Mr. Bipinsinh Shah 55. Mr. Haripra sad Raval 56. Mr. Bharat Agheda 57. Mr. Vikramsinh Raval 58. Mr. Nitin Solanki 5 9. Mr. Pradeep Solanki 60. Mr. Manhar Maru 61. Mrs. Kailash Vegal 62. Mrs. Jaya Beladiya 63. Mrs. Champa Limbani 64. Miss Shital Chavada 65. Mrs. Hansaben Chava da 66. Miss Divya Chavda 67. Miss Silky Dhameja 68. Mrs. Kokila Dave 69. Miss Dh ruti Mehta 70. Dr. N. A. Raninga 71. Mrs. Kumud Raval 72. Mrs. Ruksana Panjawani 73. Mrs. Uma Mehta 74. Mrs. Magna Makwana 75. Miss Asmita Mandaliya 76. Miss Aa rti Patel 77. Miss Dhara Patel Subhashnagar Kalvibid Shivnagar Kalvibid Rajkot Rajkot Kalvibid Shivnagar Bharat nagar Mohannagar-Sids. Shantinagar Kalvibid Kalvibid Hill-Drive Hari-Om Nagar De vubag Sanosara Sanosara Budhel Sagwadi Kumbharwada Kumbharwada Kumbharwada Amar Society Amar Society Amar Society Khodal Chowk Amar Society Amar Society Sindhun agar Gogha Circle Sanskar Mandal Hill Drive Ram mantra Mandir Talaja Road Rubber Factory Circle Kalvibid Vadva Chora Vijayrajnagar Vijayrajnagar 23

78. Miss Priti Patel 79. Mrs. Divyaba Jadeja 80. Miss Janki Patel 81. Mrs. Neeta Makwana 82. Mrs. Bhavana Kawa 83. Mrs. Manjula Makwana 84. Miss Deepti Rathod 8 5. Mrs. Madhuri Solanki 86. Miss Priyanka Pandya 87. Mrs. Nandu Solanki 88. Miss Tejal Jani 89. Mrs. Ila Oza 90. Mrs. Kailash Vegad 91. Mrs. Rachana Gohil 92. M rs. Hetal Gohil 93. Miss Sunita Budhadev 94. Miss Khanjan Vhara 95. Miss Bansi P andya 96. Mrs. Bharati Boricha 97. Mrs. Hansa Makwana 98. Mrs. Kantu Makwana 99. Mrs. Ranjan Makwana 100.Mrs.Nirmala Boricha Subhashnagar Opp. Central Salt Hill Drive Hill Drive Hill Drive Ridhi Park Gayat rinagar Kumbharwada Rubber Factory Circle Kumbharwada Kanabivad Saradarnagar Kum bharwada Sahakarnagar Sahakarnagar Vijayrajnagar Devarajnagar Shivaji Circle Kum bharwada Kumbharwada Kumbharwada Kumbharwada Kumbharwada 24

QUESTIONNAIRE FOR RETAILERS SHOP NAME: AREA: ADDRESS: 1. Do you keep Amuls produc ts? (A) Yes [ ] (B) No [ ] 2. Do you know about Amul Kool Flavoured Milk? (A) Yes [ ] (B) No [ ] 3. How do you come to know about Amul Kool Flavoured Milk? (A) By d istributors [ ] (B) By customers [ ] (C) By other shopkeepers [ ] (D) Others [ ] 4. Do you keep Amul Kool Flavoured Milk? (A) Yes [ ] (B) No [ ] 5. Which kind of flavor is the most popular in your shop? (A) Kesar [ ] (B) Elaichi [ ] (C) Rose [ ] (D) Mango [ ] 6. How many bottles do you sell in a month? (A) 1 to 5 [ ] (B) 6 to 10 [ ] (C) More than 10 [ ] 7. Did you keep Amul Kool Flavoured Milk? (A) Ye s [ ] (B) No [ ] 8. Why do you not keep Amul Kool Flavoured Milk? (A) As distribut ors still not approach you. [ ] (B) Customers do not buy this product. [ ] (C) Y ou feel that this product will not sale. [ ] (D) You do not get regular supply/s ervice. [ ] (E) Other reasons. [ ] 9. Retailers view about why consumers do not buy Amul Kool Flavoured Milk? (A) Unawareness about product. [ ] (B) Does not like taste. [ ] (C) Higher Price. [ ] (D) Other reasons. [ ] 10. How much stock do y ou keep approximately? (A) 1 to 5 [ ] (B) 6 to 10 [ ] (C) More than 10 [ ] 11. D o you think that the packaging of Amul Kool Flavoured Milk is attractive? (A) Yes [ ] (B) No [ ] 12. Do you think that logo of Amul is required to increase the sale of Amul Kool Flavoured Milk? (A) Yes [ ] (B) No [ ] 25

13. What are your ideas about to increase the sale of Amul Kool Flavoured Milk? (A ) Price should be decreased. [ ] (B) Change in the taste. [ ] (C) Improvement in the promotion system. [ ] (D) Other ideas. [ ] 14. Why do people buy Amul Kool F lavoured Milk? (A) Better quality. [ ] (B) Good taste. [ ] (C) Cheaper than other products. [ ] (D) Hobby [ ] (E) Other reasons. [ ] 15. Do you get sufficient st ock of the product? (A) Yes [ ] (B) No [ ] 16. Which other brands do you keep? ( A) Amul Kool [ ] (B) Amul Kool Thandai [ ] (C) Rajavadi Mast [ ] (D) Amul Kool C hocolate Milk [ ] (E) Other brands 17. Which is the most popular brand at your s hop? (A) Amul Kool Chocolate Milk [ ] (B) Amul Kool [ ] (C) Amul Kool Flavoured Milk [ ] (D) Rajavadi Mast [ ] (E) Other [ ] 18. How much profit do you get on o ther products? (A) Less than Amul Kool Flavoured Milk [ ] (B) Same as Amul Kool Fl avoured Milk [ ] (C) More than Amul Kool Flavoured Milk[ ] THANK YOU 26

QUESTIONNAIRE FOR CONSUMERS CONSUMER NAME: ADDRESS: AGE: 1. Do you know about Flavoured Milk? (A) Yes [ ] (B) No [ ] 2. Do you know about A mul Kool Flavor Milk? (A) Yes [ ] (B) No [ ] 3. How did you come to know about Amu l Kool Flavoured Milk? (A) By friends [ ] (B) By relatives [ ] (C) By shopkeepers [ ] (D) By advertisement (E) Others [ ] 4. By which media of advertisement you knew about Amul Kool Flavored Milk? (A) Newspaper [ ] (B) Television [ ] (C) Magaz ine [ ] (D) Others [ ] 5. Do you buy Amul Kool Flavoured Milk? (A) Yes [ ] (B) No [ ] 6. Why do you buy Amul Kool Flavoured Milk? (A) Good quality [ ] (B) Good tast e [ ] (C) Cheaper than other products [ (D) Branded company [ ] (E) Other reason s [ ] 7. Which flavor do you like most in the Amul Kool Flavoured Milk? (A) Rose [ ] (B) Mango [ ] (C) Elaichi [ ] (D) Kesar [ ] 8. Why do you not buy Amul Kool Fl avoured Milk? (A) Unawareness [ ] (B) Dont like taste [ ] (C) Higher price [ ] (D) Other reasons [ ] 9. Did you buy Amul Kool Flavoured Milk? (A) Yes [ ] (B) No [ ] 10. Which other brands do you buy? (A) Amul Kool [ ] (B) Amul Kool Thandai [ ] (C) Amul Kool Chocolate Milk [ ] (D) Other product [ ] 11. Which brand do you li ke most? (A) Amul Kool Chocolate Milk [ ] (B) Amul Kool Flavoured Milk [ ] (C) A mul Kool [ ] (D) Amul Kool Thandai [ ] (E) Other [ ] THANK YOU ] 27

DATA ANALYSIS & INTERPRETATION OF TRADE RESPONSE 1. Do you keep Amuls products? Yes No 94.00% 6.00% 6.00% 94.00% Yes No Out of 150 retailers, 94% (141) retailers keep Amuls products and only 6% (9) ret ailers do not keep Amuls products. 28

2. Do you know about Amul Kool Flavoured Milk? Yes No 80.67% 19.33% Awareness of "Amul Kool Flavor Milk" 19.33% 80.67% Yes NO Out of 150 retailers, 80.67% (121) retailers know about Amul Kool Flavoured Milk and 19.33% (29) retailers do not know about the product. So the G.C.M.M.F. need s to go for aggressive marketing strategies to get attention in the market. 29

3. How do you come to know about Amul Kool Flavoured Milk? By distributors By cust omers Others 57.85% 13.22% 14.88% By other shopkeepers 14.05% Mode of awareness to retailers 14.88% 14.05% 13.22% Distributor Customers 57.85% Other shopkeepers Others From the entire sample retailers, majority 57.85% (70) retailers were come to kn ow about the product by distributors, so other modes of communication needs to b e exercised properly for creating more awareness among retailers. 30

4. Do you keep Amul Kool Flavoured Milk? Yes No 47.11% 52.89% Do you keep "Amul Kool Flavor Milk"? 47.11% 52.89% Yes No As it can be seen in the graph that majority of the retailers do not keep Amul Ko ol Flavoured Milk. Only 47.11% (57) retailers keep Amul Kool Flavoured Milk. So the G.C.M.M.F. needs to advertise its product. 31

5. Which kind of flavor is the most popular in your shop? Kesar Rose Elaichi 50. 88% 21.05% 28.07% Most popular flavor 28.07% 50.88% Kesar Rose Elaichi 21.05% Out of 4 flavors of the product, Kesar is the most popular 50.88% and Elaichi is the 2nd most popular flavor in the Bhavnagar city. advertisement for the flavor of Rose and Mango. 32 So the G.C.M.M.F. needs to

6. How many bottles do you sale in a month? 1 to 5 6 to 10 66.67% 19.30% More than 10 14.03% Bottles sold in a month 14.03% 66.67% 1 to 5 6 to 10 More than 10 19.30% 33

57 retailers keep Amul Kool Flavor Milk, out of them 66.67% (38) retailers can sal e the bottles 1 to 5 in a day. 6 to 10 bottles can be sold by 11 retailers in a day. 7. Did you keep Amul Kool Flavor Milk? Yes No 66.94% 33.06% Retailers who were kept earlier 33.06% Yes No 66.94% 34

Out of 121 retailers, 66.94% (81) retailers were keeping and 33.06% (40) retaile rs were not keeping Amul Kool Flavor Milk. So the G.C.M.M.F. needs to advertise it s product. 8. Why do you not keep Amul Kool Flavor Milk? Distributors still not ap proach you. Customers do not buy this product. Feel that this product will not s ale. You do not regular supply. Other reasons. 3.13% 54.69% 6.25% 6.25% 29.36% Reasons for not keeping the product 3.13% 29.69% 54.69% 6.25% 6.25% Dist. Not approached you Customers don t buy feel that this product will bot sal e dont get teguler supply other reasons 35

Out of 64 retailers, 54.69% (35) retailers do not keep the product due to custom er do not purchase this product. So the G.C.M.M.F. needs to advertise its produc t. 9. Retailers view about why consumers do not buy Amul Kool Flavor Milk. Unaware ness about the product. Do not like taste. Higher price . Other reasons. 29.97% 6.61% 52.07% 17.36% Perception of Retailers about not buying the product by consumers 17.36% 29.97% Unawareness about product Does not like taste 6.61% 52.07% Higher Price Other reasons 36

As per the retailers view, 52.07% (63) retailers say that due to higher price, c ustomers do not buy this product. Where as 23.97% (29) retailers say that they a re not aware about the product. So there is need of advertisement. 10. How much stock do you keep approximately? 1 to 5 6 to 10 More than 10 8.77% 7.02% 84.21% STOCK OF THE GOODS 8.77% 7.02% 1TO 5 6TO10 More than 10 84.21% 37

Out of 57 retailers, 84.21% (48) retailers keep more than 10 bottles in the stoc k. Where as 8.77% (5) retailers keep 1 to 5 bottles in the stock. 11. Do you thi nk that the packaging of Amul Kool Flavor Milk is attractive? Yes No 71.90% 28.10% Is packaging of the product is attractive? 28.10% 71.90% Yes No 38

Out of 121 retailers, 71.90% (87) retailers say that the packaging of the produc t is attractive. So the packaging of the Amul Kool Flavor Milk is attractive. 12. Do you think that the logo of Amul is required to increase the sale of the product ? Yes No 69.42% 30.58% Requirement of "Amul" logo. 30.58% Yes No 69.42% 39

Out of 121 retailers, majority of the retailers 69.42% (84) retailers say yes and 30.58% (37) retailers say no. So the logo of Amul is required to increase the sale o f the product. 13. What are ideas about to increase the sale of the Amul Kool Fla vored Milk? Price should be decreased Change in the taste Improvement in the syst em Other ideas 68.60% 9.09% 19.01% 3.30% Ideas to increase the sale 3.30% 19.01% 68.60% Price should be decreased Change in the taste 9.09% Improvement in the promotion Other ideas 40

Majority of the retailers 68.60% (83) retailers say that the price should be dec reased and 19.01% (23) retailers are in favor of improvement in the promotion st rategy. So the G.C.M.M.F. should advertise to increase the sale of the product. 14. Why do people buy Amul Kool Flavor Milk? Better quality Good taste Hobby Other reasons 56.20% 23.14% 2.48% 18.18% Reasons of buying the product by customers 18.18% 2.48% Better quality Good taste Cheaper than other products Hobby 23.14% 56.20% Other reasons 41

56.20% (68) retailers believe that the consumers buy this product because of bet ter quality. 23.14% (28) retailers say about good taste. So the quality of the p roduct is good. 15. Do you get sufficient stock of the product? Yes No 92.98% 7. 02% Sufficient stock of the product 7.02% Yes No 92.98% 42

Majority of the retailers 92.98% (53) retailers are getting sufficient stock of the product. So the production management of the G.C.M.M.F. is good. 16. Which o ther brands do you keep? Amul Kool Amul Kool Thandai Other brands 43.32% 29.36% 9.17% Amul Kool Chocolate Milk 18.35% Other brands kept by shopkeepers 9.17% 18.35% 0.00% Amul kool 43.32% Amul Thandai Rajwadi mast Amul kool choclate milk other brands9 29.36% 43

Out of 109 retailers, 43.12% (47) retailers keep Amul Kool while 29.36% (32) retai lers keep Amul Kool Thandai while 18.35% (20) retailers are keeping Amul Kool Flavo r Milk. 17. Which is the most popular brand at your shop? Amul Kool Chocolate Mil k Amul Kool Amul Kool Flavor Milk Other brands 6.94% 40.28% 41.67% 11.11% Most popular brand 11.11% 0.00% 6.94% 40.28% Amul Kool Chocolate Milk Amul Kool Amul Kool Flavored Milk Rajvadi Mast Others 41.67% 44

Out of 72 retailers, 41.67% (30) retailers say about Amul Kool Flavor Milk. While the Amul Kool is the 2nd most popular brand. 18. How much profit do you get on oth er brands? Less than Amul Kool Flavor Milk Same as Amul Kool Flavor Milk More than Am ul Kool Flavor Milk 38.46% 15.38% 46.15% Profit margin on other brands compare to "Amul Kool FlavorMilk" 38.46% 46.15% 15.38% Less than "Amul Kool Flavor Milk" Same as "Amul Kool Flavor Milk" More th an "Amul Kool Flavor Milk 45

Out of 39 retailers, 46.15% (18) retailers are getting profit more than Amul Kool Flavor Milk while 15.38% (6) retailers are getting same as Amul Kool Flavor Milk. DATA ANALYSIS & INTERPRETATION OF CONSUMER BEHAVIOR 1. Do you know about Flavor M ilk? Yes No 74% 26% Awareness of Flavor Milk 26% Yes No 74% 46

Out of 100 consumers, 74% (74) people know about Flavor Milk and 26% (26) people d o not know about Flavor Milk. So the G.C.M.M.F. should advertise for product to in crease the level of the awareness and sales of the product. 2. Do you know about Amul Kool Flavor Milk? Yes No 74% 26% Awareness of Amul Kool Flavor Milk Awareness Aa 26% Yes No 74% 47

Out of 100 consumers, 74% people know about Amul Kool Flavor Milk and 26% people d ont know about Amul Kool Flavor Milk. So the G.C.M.M.F. should advertise to increas e the level of awareness and sales of the product. 3. How did you come to know a bout the Amul Kool Flavor Milk? By friends By relatives By shopkeepers Others 13.5 1% 9.46% 38.57% 8.11% By advertisements 34.29% Know about Amul Kool Flavor Milk 8.11% 34.29% 13.51% 9.46% By relatives By shopkeepers By advertisement Others By friends 38.57% 48

Out of 74 consumers, 38.57% (27) consumers have come to know about the product b y shopkeepers and 34.29% (24) people have come to know by advertisement. So the G.C.M.M.F. needs more advertisement to increase the sale of the product. 4. By which media of advertisement you knew about Amul Kool Flavor Milk? Newspaper s 20.83% Television Magazine Others 45.83% 8.33% 25.00% Media of advertisement 25.00% 20.83% 8.33% Newspaper Television Magazine Others 45.83% 49

Out of 24 people who have come to know about this product, from them 45.83% (11) consumers have known by television and 8.33% (2) consumers have known by magazi ne. So the G.C.M.M.F. should increase the advertisements. 5. Do you buy Amul Kool Flavor Milk? Yes No 77.03% 22.97% Buying of the product 22.97% Yes No 77.03% 50

Out of 74 consumers, 77.03% (57) consumers buy this product and 22.97% (17) cons umers do not buy this product. So the G.C.M.M.F. should launch beneficial strate gy for the consumers to increase the sale of this product. 6. Why do you buy Amul Kool Flavor Milk? Good quality Good taste Cheaper than other product Branded com pany Other reasons 36.84% 47.37% 1.75% 14.04% 0.00% Reasons of buying the product 0.00% 14.04% 1.75% 36.84% Good quality Good taste Cheaper than other product Branded company Other reasons 47.37% 51

Out of 57 consumers, 36.84% (21) consumers buy because of good quality, 47.37% ( 27) consumers buy because of good taste and 14.04% (8) consumers purchase becaus e of branded company. 7. Which flavor do you like most in the Amul Kool Flavor Mi lk? Rose Mango Elaichi Kesar 19.30% 8.77% 35.09% 36.84% Flavor like most in the Amul Kool Flavor Milk 19.30% 36.84% 8.77% Rose Mango Elaic hi Kesar 35.09% 52

Out of 57 consumers, 36.84% (21) consumers like Kesar, 35.09% (20) consumers lik e Elaichi, 19.30% (11) consumers like rose and 8.77% (5) consumers like mango. S o Kesar is the most popular flavor in Bhavnagar city. 8. Why do you not buy Amul Kool Flavor Milk? Unawareness Dont like taste Higher price Other reasons 60.47% 2. 32% 11.63% 25.58% Reasons of not buying the product 25.58% Unawareness Don t like taste Higher price Other reasons 11.63% 2.32% 60.47% 53

Out of 43 consumers, 60.47% (26) consumers do not buy because of unawareness, 25 .58% (11) consumers do not buy because of other reasons and 11.63% (5) consumers do not buy because of higher price. 9. Did you buy Amul Kool Flavor Milk? Yes No 72.97% 27.03% Did you buy Amul Kool Flavor Milk? 27.03% Yes No 72.97% 54

Out of 74 consumers, 72.97% (54) consumers are loyal consumers of this product. And the 27.03% (20) consumers were not buying this product in the past. 10. Whic h other brands do you buy? Amul Kool Amul Kool Thandai Amul Kool Chocolate Milk Other product 26.32% 7.02% 38.60% 8.77% Other brands purchased by consumers 8.77% 26.32% Amul Kool Amul Kool Thandai Amu l Kool Chocolate Milk Other product 7.02% 38.60% 55

Out of 57 consumers, 38.60% (22) consumers buy Amul Kool Chocolate Milk, 26.32% (15) people buy Amul Kool and 19.30% (11) people do not buy any product except A mul Kool Flavor Milk. 11. Which brand do you like most? Amul Kool Chocolate Milk Amul Kool Flavor Milk Amul Kool Amul Kool Thandai Others 30.30% 45.45% 15.15% 3 .03% 6.06% Brand like most 6.06% 3.03% 15.15% 30.30% Amul Kool Chocolate Milk Amul Kool Flavor milk Amul Kool Amul Kool Thandai Other s 45.45% 56

Out of 66 consumers, 45.45% (30) consumers like Amul Kool Flavor Milk most, 30.3 0% (20) consumers like Amul Kool Chocolate Milk most and only 3.03% people like Amul Kool Thandai. So most of the people like Amul Kool Flavor Milk. MARKET POTENTIAL OF THE PRODUCT Bottles sold in a month by 57 retailers. Approxi mately 1 to 5 6 to 10 More than 10 Middle Value 3 8 13 Retailers 38 11 8 Total A pproximately 306 bottles may be sold in a month. Total Bottles sold in a year by 57 retailers. 306 * 12 = 3672 Approximately 3672 bottles may be sold in a year. Total retailers of the Bhavnagar city who keep this product Out of 150 retailer s, only 57 keep this product. So, out of 500, how many keep this product? 500 * 57 150 Out of 500 retailers of the Bhavnagar city, 190 retailers keep this produ ct. 57 = 190 Total 114 88 104 306

Total bottles sold in a year by 190 retailers. 3672 * 190 = 6, 97,680 Here the total population is 7, 50, 000 in the city. Out of them, 10% are belong to class A, 18% are belong to class B, 21% are belong to class C, 22% are belon g to class D and 29% are belong to class E. Here we will count only A, B, and C class of the total population that is 49%. So, Out of 100, we will select only 4 9 So, out of 7, 50,000, how many we should select? 7, 50,000 * 49 100 Out of the total population, we will select 3, 67, 500. Now in my research work, the sampl e size of the consumers is 100. In that 74 people are belonging to A, B, and C c lass to whom we will select. Out of these 74 people, 57 are the consumers of thi s product. Now we will find the total consumers of this product in the Bhavnagar city. Total consumers in the city. Out of 74 people, 57 buy this product Then o ut of 3, 67, 500, how many buy this product? 3, 67, 500 * 57 = 2, 83, 074 74 2, 83, 074 people buy this product. Frequency of the consumers to buy the product. Here we will divide the total bottles sold in a year with the consumers. = 3, 67 , 500 58

6, 97, 680 = 2.46 2, 83, 074 So we have found that the frequency of the consumer s is 2.46 per year. That means every 2 years, the consumer buys 5 bottles. FINDI NGS & CONCLUSION During the survey, it was found that still there 19.33% retaile rs are unaware about the Amul Kool Flavor Milk. From the survey it was found that only 47.11% retailers keep Amul Kool Flavor Milk. Because customers do not buy the product according to the retailers. The price of the product is very high as co mpare to its quantity of the product. Kesar is the most popular flavor in the Amu l Kool Flavor Milk. Generally people buy the product because of better quality an d brand name. 74% people are aware about this product in Bhavnagar city. Adverti sement should be given to increase the level of awareness and sale of the produc t. From the awareness level, more than 77% people buy this product. From the con sumers view, more than 47% people buy this product because of good taste. The Am ul Kool Flavor Milk is the most popular brand and Amul Kool Chocolate Milk is th e 2nd most popular brand in the Bhavnagar city. 59

The total retailers in the Bhavnagar city for the product are 190 and the total bottle sold in a year is 6, 97, 680. The total consumers in the city are 2, 83, 074 and after every 2 years, the consumer buys 5 bottles. SUGGESTIONS In order to maintain and increase the sales in the city of Bhavnagar, the follow ing recommendations regarding Amul Kool Flavor Milk; particularly regarding promot ional policies is hereby suggested; The price of the product is so high. So the price should be decreased to increase the sale of the product. The G.C.M.M.F. sh ould advertise for the product to increase the awareness level and sales of the product. The G.C.M.M.F. should launch beneficial schemes like 2+1 or 4+1, etc. t o increase the sale of the product. 60

LIMITATIONS Limited time available for interviewing the respondents. As a result of this it was not possible to gather full information about the respondents. The responden ts were not very comfortable while revealing their correct usage pattern, no cau se they may feel that they would be called or visited again and again. Non-coope rative approach and rude behavior of the respondents. If the respondents answer does not falls between amongst the options given then it will turn up to be a bi ased answer. 61

BIBLIOGRAPHY 1. Research Methodology by C.R. Kothari 2. www.amul.com 3. www.google .com 62