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7/25/2019 Factors Affecting Consumer Buying Behaviour Towards Amul Butter in Comparison to Gowardhan Butter at Pune City With Reference to Gujarat Co Operative
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7/25/2019 Factors Affecting Consumer Buying Behaviour Towards Amul Butter in Comparison to Gowardhan Butter at Pune City With Reference to Gujarat Co Operative
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DECLARATION
I, t"e undersi%ned, "ereby decare t"at t"e Project Report entited FACTORS
AFFECTING CONSUMER BUYING BEHAVIOUR TOWARDS AMUL
BUTTER IN COMPARISON TO GOWARDHAN BUTTER AT PUNE CITY
#ritten and submitted by me to t"e University of Pune, in partia fufiment of t"e
re0uirements for t"e a#ard of de%ree of )aster of 'usiness Administration under t"e
%uidance of Prof1 is my ori%ina #or+ and t"e concusions dra#n t"erein are based on
t"e materia coected by mysef1
P$%' P)*'
D%+' R''%. S+)/'*+
2
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ACKNOWLEDGEMENT
)y first t"an+s to a t"ose peope #"o "eped me durin% t"e trainin% and competion of
t"is project report1 T"e ist of suc" peope is indeed e3"austive but a need specia
mentionin%1
Iam t"an+fu to 4 *&aes E3ecutive., #"o "eped me in c"aen%in% my t"ou%"ts for t"e
+een interest s"o#n durin% t"e preparation of t"is report and t"an+fu for %ivin% me an
opportunity to #or+ in t"eir esteemed or%ani5ation1 Aso t"an+fu to 4 *&aes., #"o
"eped me durin% t"e project preparation1
I ta+e t"is opportunity to e3tend my %ratitude for co6operation7 professiona %uidance
and usefu "ep tips provided to me by %uide 4Prof1 #it"out #"ose "ep t"e project
#oud not "ave been competed1 I #oud i+e to e3press my profound %ratitude to $r1
*$irector, .
Iam t"an+fu to a my friends for t"eir vauabe advice and %uidance durin% preparation
of t"is project1
6
8
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E0ECUTIVE SUMMARY
In today9s competitive #ord #"ie enterin% in t"e mar+et it is very necessary to "ave
%ood +no#ed%e of t"e potentia of a particuar mar+et1 T"e information re%ardin% t"e
activities of competitor9s e3istin% in t"e mar+et so t"at #e can pan our eac" activity
accordin% to t"at1 It is aso necessary to retain t"e e3istin% customers apart from
attractin% t"e ne# customers1
T"e Project is concern #it" t"e mar+et anaysis of consumer buyin% be"aviour to#ards
Amu butter in comparison #it" (o#ard"an butter in Pune city t"e project incuded as
part of )'A pro%ramme and t"e project is done from :t" )ay to :t" Juy 2;//1
T"e tite of t"e project is IOUR TO?AR$& A)U@ 'UTTER IN CO)PARI&ON TO
(O?AR$-AN 'UTTER AT PUNE CIT= from (ujarat Co6operative )i+ )ar+etin%
!ederation *(C))!., ?a%"oi, Pune1Primary objective of study #as to find factors
affectin% consumers buyin% be"aviour to#ards Amu butter1 And t"e secondary
objective #as toma+e a comparative anaysis bet#een Amu and (o#ard"an butter #it"
reference to ot"er payers in t"e mar+et, to find out t"e reasons for purc"asin% butter, to
+no# t"e usa%e of butter and to +no# t"e fre0uency and source of information for
purc"asin% Amu butter1
Researc" type #as descriptive1 T"e researc" #as done t"rou%" consumer survey1 I "ave
coected t"e primary data t"rou%" 0uestionnaire #"ic" #as fied by me #it" 0uestions
to customers1 Buestions #ere bot" open and cose ended1 )ost of t"e secondary data
#as coected from #ebsite ###1amu1comand ###1%o#ard"anindia1com1 &in%
done is nonprobabiity sampin%1 T"e type of sampin% met"od #as convenience
sampin%
In Pune re%ion t"ere are around more payers in of butter manufacturer1 T"ose are i+e
Amu, (o#ard"an, 'ritannia, Nutraite, etc1 and many ot"er oca brands1 As per t"e
findin%s Amu is t"e )ar+et eader and "avin% more t"an D mar+et s"are1 A#areness
F
http://www.amul.com/http://www.gowardhanindia.com/http://www.gowardhanindia.com/http://www.amul.com/7/25/2019 Factors Affecting Consumer Buying Behaviour Towards Amul Butter in Comparison to Gowardhan Butter at Pune City With Reference to Gujarat Co Operative
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of Amu butter amon% t"e consumers is "i%" because it brand a#areness in t"e pubic
from to many years1
T"e data anaysis "as done area #ise1 It %ives idea about t"e competitors of (o#ard"an
butter1 It %ives information re%ardin% t"eir mar+et s"are1
It #as concuded t"at Amu butter "as a "i%" potentia in t"e mar+et and
it is t"e +no#n to its customers but sti its acceptance is comparativey %ood as ot"er
competitors present in t"e mar+et, because perception of customers to#ards t"e product
is best, most of t"e consumer continuousy usin% ot"er brand and t"ey use mosty in
t"eir day to day brea+fast i+e to use butter on bread and to ma+e pavb"aji1
INDE0
D
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I NTRODUCTI ON
G
CHAPTER NO1 TITLE PAGE NO1
"1 INTRODUCTION "
1 COMPANY PROFILE 2
31 OBJECTIVES & SCOPE OF STUDY 4
51 RESEARCH METHODOLOGY 2
61 DATA ANALYSIS & INTERPRETATION 34
41 FINDINGS 6
71 CONCLUSION 65
21 SUGGESTIONS 66
81 LIMITATIONS 64
"!1 ANNE0URES
BIBLIOGRAPHY
9UESTIONNAIRE
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R''%. %*/ /'@'$:;'*+ !ood tec"noo%y
F=*%*=%$ '@=' Insurance, credit
M%*)
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In India, rura "ouse"ods consume amost D; percent of tota mi+ production1
T"e remainin% D; percent is sod in t"e domestic mar+et1 Of t"e s"are of mi+ sod in t"e
domestic mar+et, amost D; percent is consumed in fuid form, 8D percent is consumed as
traditiona products *c"eese, yo%"urt and mi+ based s#eets., and /D percent is consumed
for t"e production of butter, %"ee, mi+ po#der and ot"er processed dairy products
*incudin% baby foods, ice cream, #"ey po#der, casein, and mi+ abumin.1
)ost dairy products are consumed in t"e fres" form and ony a sma 0uantity is
processed for vaue addition1 In recent years, "o#ever, t"e mar+et for branded processed
food products "as e3panded1 At"ou%" ony around 2 per cent food is processed in India,
sti t"e "i%"est processin% "appens in t"e dairy sector, #"ere 8D per cent of t"e tota
produce is processed, of #"ic" ony /8 per cent is processed by t"e or%ani5ed sector1
K'>
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cornered by t"e middemen, t"e system ensured t"at t"e profit %oes to t"e participants for
t"eir socio6economic upiftment and common %ood1
Recenty t"e Indian cooperative movement %ot a muc" needed faceift1 ?it"
competition snappin% at its "ees, t"e sector #"ic" "as been %overned by arcane a#s
unti t"e recent past #i see a specia provision inserted in t"e companies Act, /KDG1 A
t"e cooperative unions #i be re6 c"ristened cooperative companies7 t"ey #i come
under t"e purvie# of t"e re%istrar of companies, instead of t"e re%istrar of cooperatives1
$airy cooperatives account for t"e major s"are of processed i0uid mi+ mar+eted in t"e
country1 )i+ is processed and mar+eted by /; mi+ producer9s cooperative unions,
#"ic" federate into /D state co6operative mi+ mar+etin% federations1
T"e dairy boardHs pro%ramme and activities see+ to stren%t"en t"e functionin%
of dairy co6 operatives, as producer6o#ned and controed or%ani5ations1 N$$' supports
t"e deveopment of dairy co6operatives by providin% t"em financia assistance and
tec"nica e3pertise, ensurin% a better future for IndiaHs farmers1 Over t"e years, brands
created by cooperatives "ave become synonymous #it" 0uaity and vaue1 'rands i+e
Amu *(C))!., >ijaya *AP., >er+a *Punjab., &aras *Rajast"an.1 Nandini *Larnata+a.,
)ima *Leraa. and (o+u *Lo"apur. are amon% t"ose t"at "ave earned customer
confidence1
S:' :< +.' %: /%=> ::;'%+=@'
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-aryana $airy $eveopment Cooperative !ederation @td1 *-$$C!.
-imac"a Prades" &tate Cooperative )i+ Producers !ederation @td *-P&C)P!.
Larnata+a Cooperative )i+ Producers !ederation @td *L)!.
Leraa &tate Cooperative )i+ )ar+etin% !ederation @td *LC))!.
)ad"ya Prades" &tate Cooperative $airy !ederation @td *)PC$!.
)a"aras"tra Rajya &a"+ari )aryadit $u%d" )a"asan%" *)a"asan%".
Orissa &tate Cooperative )i+ Producers !ederation @td *O)!E$.
Prades"i+ Cooperative $airy !ederation @td *UP. *PC$!.
Punjab &tate Cooperative )i+ Producers !ederation @td *)I@L!E$.
Rajast"an Cooperative $airy !ederation @td *RC$!.
Taminadu Cooperative )i+ Producers !ederation @td *TC)P!.
T.' D%=> C::;'%+=@' N'+:
Incudes /; mi+ unions
Operates in over 88: districts
Covers neary /, ;:DF via%e eve societies
//
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Is o#ned by neary /2 miion farmer members1 Apart from ma+in% India sef
sufficient in mi+, t"ese dairy co6operatives "ave estabis"ed our country as t"e
ar%est mi+6producin% nation in t"e #ord1
D%=> P:'=*?
T"e $airy Tec"noo%y &ociety of India #as constituted to promote t"e in+a%e
bet#een academia and industry aimed at e3c"an%in% vie#s and providin% a forum for
c"ampionin% t"e cause of $airy Education Researc" at nationa and internationa
eves1 $airyin% is an instrument for c"an%e in socia and economic status of peope in
a country i+e India1 Over t"e ast four decades, t"ere "ave been tremendous c"an%es in
t"e dairy sector of t"is country1
India no# occupies /st position in mi+ production in t"e #ord1 In t"e process of
attainin% t"is distinction t"e $airy Tec"noo%ists of t"e country "ave payed a
monumenta roe1 In t"is a%e of iberai5ation and %obai5ation, t"ere #i be rene#ed
focus on product diversification, vaue addition, 0uaity improvement and e3port
promotion #"ic" #i define a more c"aen%in% roe for t"e professionas en%a%ed in t"e
pursuit of $airy Tec"noo%y and aied sciences1 &uccess in various deveopmenta pans
by various states and nationa a%encies "ave resuted in t"e moderni5ation and buidin%
up a vibrant dairy industry in India1
Avaiabiity of ar%e number of mic" animas and mi+ at t"e competitive prices
provides India certain strate%ic advanta%es %obay1 ?it" t"e iberai5ation of economy
and access to better prices in t"e #ord mar+et ne#er opportunities #oud be emer%in% in
t"e immediate future1 T"ou%" #e "ave occupied /st position in mi+ production in t"e#ord, our contribution to #ord trade is ne%i%ibe1 T"e %ap can be brid%ed by vaue
addition and product diversification1 T"e demand for vaue added foods is bein% driven
by t"e %ro#in% pubic understandin% of t"e in+a%e bet#een diet and "eat", and t"e
interest in sef6 "eat" maintenance, risin% "eat"care costs and advances in food
/2
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tec"noo%y and nutrition1
Increasin%y, medica and nutritiona researc"ers "ave been in+in% food
component to disease prevention and "eat" en"ancement1 $ue to t"e today9s up#ard
consumer a#areness and interest to foo# "eat"y nutrition and dietary strate%y for
ac"ievin% "eat" benefits from foods beyond t"eir basic nutritiona vaue, t"e mar+et for
vaue added foods "as e3panded manifods1 Today9s consumers are increasin%y see+in%
4functiona9 foods for t"eir "eat" and #e bein% as means of nutritiona intervention
in disease prevention1 $airy products enric"ed #it" t"e "eat" attributes of functiona
in%redients #oud be safe and vie#ed as potentia nove foods for "eat" promotion in
t"e ne3t fe# years1
/8
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PROFI LE OF THE ORGANI ATION
N%' (ujarat Co6Operative )i+ )ar+etin% !ederation @imited, ?a%"oi, Pune1
A//' ?a%"oi ?are"ousin%, 28F1 Pune Na%ar Road,
?a%"oi, Pune M F/22;
V==:*
GCMMF will be an outstanding marketing organization, with
specialization in marketing of food and dairy products both fresh and
long life with customer focus and IT inte%rated1 T"e net#or+ #oud consist of
over /;; offices, D;; stoc+iest coverin% at eastevery Tau+a1 -ead 0uarter
servicin% neary /; a+" outets #it" a turnover of `1/;, ;;; Cr and servin% severa
/F
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T"e Amu Pattern "as estabis"ed itsef as uni0uey appropriate mode for rura
deveopment1 Amu "as spurred t"e ?"ite Revoution of India, #"ic" "as made
India t"e ar%est producer of mi+ and mi+ products in t"e #ord1 It is aso
#ordHs bi%%est ve%etarian c"eese brand1 Amu is t"e ar%est food brand in India and
#ordHs @ar%est Pouc"ed )i+ 'rand #it" an annua turnover of U& /;D; miion
*2;;G6;1 Currenty Unions ma+in% up (C))! "ave 21: miion producer members
#it" mi+ coection avera%e of /;1/G miion iters per day1 'esides India, Amu
"as entered overseas mar+ets suc" as )auritius, UAE, U&A, 'an%ades", Austraia,
C"ina, &in%apore, -on% Lon% and a fe# &out" African countries1 Its bid to enter
Japanese mar+et in /KKF did not succeed, but no# it "as fres" pans enterin% t"e Japanese
mar+ets1
COMPANY INFORMATION
T"e (ujarat Cooperative )i+ )ar+etin% !ederation @td, Anand *(C))!. is
t"e ar%est food products mar+etin% or%ani5ation of India1 It is t"e ape3 or%ani5ation of
t"e $airy Cooperatives of (ujarat1 T"is &tate "as been a pioneer in or%ani5in% dairy
cooperatives and our success "as not ony been emuated in India but serves as a modefor rest of t"e ?ord1 Over t"e ast five and a "af decades, $airy Cooperatives in (ujarat
"ave created an economic net#or+ t"at in+s more t"an 21: miion via%e mi+
producers #it" miions of consumers in India and abroad t"rou%" a cooperative system
t"at incudes /8,/F/ >ia%e $airy Cooperative &ocieties *>$C&. at t"e via%e eve,
affiiated to /8 $istrict Cooperative )i+ ProducersH Unions at t"e $istrict eve and
(C))! at t"e &tate eve1
T"ese cooperatives coect on an avera%e 1D miion itres of mi+ per dayfrom t"eir producer members, more t"an ; of #"om are sma, mar%ina farmers
and andess aborers and incude a si5eabe popuation of triba fo+ and peope
beon%in% to t"e sc"edued casts1 T"e turnover of (C))! *A)U@. durin% 2;;: 6;K
#as G1// biion1 It mar+ets t"e products, produced by t"e district mi+ unions in 8;
/G
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dairy pants, under t"e reno#ned A)U@ brand dairy pants "avin% processin% capacity
in e3cess of / miion @itres per day1 T"e farmers of (ujarat o#n t"e ar%est state of t"e
art dairy pant in Asia 6 )ot"er $airy, (and"ina%ar, and (ujarat 6 #"ic" can "ande 21D
miion itres of mi+ per day and process /;; )Ts of mi+ po#der daiy1
$urin% t"e ast year, 81/ biion iters of mi+ #as coected by )ember Unions
of (C))!1 -u%e capacities for mi+ dryin%, product manufacture and catte feed
manufacture "ave been instaed1 A its products are manufactured under t"e most
"y%ienic conditions1 A dairy pants of t"e unions are I&O K;;/ 62;;;, I&O 22;;;
and -ACCP certified1 (C))! *A)U@.Hs Tota Buaity )ana%ement ensures t"e
0uaity of products ri%"t from t"e startin% point *mi+ producer. t"rou%" vaue c"ain unti
it reac"es t"e consumer1 Ever since t"e movement #as aunc"ed fifty6five years a%o,
(ujaratHs $airy Cooperatives "ave brou%"t about a si%nificant socia and economic
c"an%e to our rura peope1 T"e $airy Cooperatives "ave "eped in endin% t"e
e3poitation of farmers and demonstrated t"at #"en our rura producers benefit, t"e
community and nation benefits as #e1
T"e (ujarat Cooperative )i+ )ar+etin% !ederation @td1 cannot be vie#ed
simpy as a business enterprise1 It is an institution created by t"e mi+ producers
t"emseves to primariy safe%uard t"eir interest economicay, sociay as #e as
democraticay1 'usiness "ouses create profit in order to distribute it to t"e s"are"oders1
In t"e case of (C))! t"e surpus is pou%"ed bac+ to farmers t"rou%" t"e $istrict
Unions as #e as t"e via%e societies1 T"is circuation of capita #it" vaue addition
#it"in t"e structure not ony benefits t"e fina beneficiary 6 t"e farmer 6 but eventuay
contributes to t"e deveopment of t"e via%e community1 T"is is t"e most si%nificant
contribution t"e Amu mode co 6operatives "as made in buidin% Nation1
O?%*=%+=:*%$ C.%+
Or%ani5ation &tructure is divided into t#o parts
/
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E3terna Or%ani5ation &tructure
Interna Or%ani5ation &tructure
E+'*%$ O?%*=%+=:* S+)+)'
E3terna Or%ani5ation &tructure is t"e or%ani5ation structure t"at affects t"e
or%ani5ation from t"e out side1
S+%+' M%'+=*? L'@'$ F'/'%+=:*
D=+=+ M=$ P:/)+ U*=:* L+/1 V=$$%?' M=$
P:/)+ U*=:* L+/1
V=$$%?'
As #e +no#, (C))! is unit of (ujarat )i+ )ar+etin% !ederation, #"ic" is
a co6 operative or%ani5ation1 T"e via%ers of more t"an /;;;; via%es of (ujarat are t"e
bases of t"is structure1 T"ey a ma+e via%e mi+ producers union, district eve mi+
/:
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producers union and t"en a state eve mar+etin% federation is estabis"ed1 T"e structure
is ine reations"ip, #"ic" provides easy #ay to operation1 It aso provides better
communication bet#een t#o sta%es1
I* +'* %$ O?%* =%+=:* S+) +) '
T"e foo#in% is interna or%ani5ation c"art of Amu Or%ani5ation &tructure C"art
C"airman
)ana%in% $irector
(enera )ana%er
Asst1 (enera )ana%er
!inance Production )ar+etin% &aes Purc"ase Personne
$ept1 $ept1 $ept1 $ept1 $ept1
&enior &enior &enior &enior &enior
)ana%er )ana%er )ana%er )ana%er )ana%er
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!inance Production )ar+etin% &aes Personne
)ana%er )ana%er )ana%er )ana%er )ana%er
Accountant Officer )ar+etin% Officer P1R1!
E3ecutive
Officers &upervisor !1&1R1 &aesmen E3ecutive
A systematic #e6defined or%ani5ation structure pays a vita roe
provides accurate information to t"e top6eve mana%ement1 An or%ani5ation structure
defines a cear6cut ine of aut"orities responsibiities amon% t"e empoyees of
(C))!1 T"e Or%ani5ation structure of Amu is #e6arran%ed structure1 At a %ance a
person can competey come to +no# about t"e or%ani5ation structure1
Amu is eaded by t"e director under "im five branc"es vi51 !actory,
)ar+etin%, Accounts, Purc"ase, -uman Resources $epartment1 !actory department "as
a separate %enera mana%er under "im t"ere are si3 brac"es vi51 Production, &tores,
$istribution, Cod &tora%e, Buaity, and $eep6free5in%1 T"is department ta+es care of t"e
factory #or+1 )ar+etin% department "as re%iona senior mar+etin% mana%er and under
"im t"ere is a re%iona mana%er1 T"is department ta+es care of t"e mar+etin% aspects of
Amu1
Accounts department ta+es care re%ardin% accounts i1e1 day6to6day #or+1
Under t"e accountant t"ere is one cer+1 Purc"ase department ta+es care re%ardin% t"e
purc"ase of ra# materias and many ot"er t"in%s1
2;
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C)'*+ +%+) :< +.' :?%*=%+=:*
T%+' :< I*/=% :' =$$=:* /:$$% =$'+:*'
(C))! #"ic" mar+ets t"e popuar Amu brand of mi+ and dairy products
crosses yet anot"er andmar+ in its on% and iustrious "istory1 T"e resuts of t"e ape3
body of t"e dairy cooperatives in (ujarat #ere decared on 2/st June 2;//, in t"e 8t"
Annua (enera )eetin% of (C))!1 T"e or%ani5ation #"ic" symboi5es 4taste of India9
ac"ieved a "istorica miestone by crossin% t"e 2 biion doar mar+1 $urin% t"e financia
2/
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year 2;/;6//, (C))! re%istered impressive topine %ro#t" of 221/, ac"ievin%
turnover of ` KF crores1
?"ie commentin% on t"e resuts, &"ri Part"ib"ai (1 '"ato, C"airman,
(C))! informed t"at t"is performance is even more remar+abe, #"en vie#ed from t"e
perspective t"at t"e or%ani5ation #as abe to ac"ieve / biion doar turnover in t"e 88rd
year of its formation #"ie it too+ ony just four more years to add anot"er / biion doar
to its turnover1 Turnover of (C))! re%istered CA(R of 28 durin% t"e ast F years1$urin% t"e year 2;/;6//, (C))! paid `:8FD crores to its 8; a+"s farmer members1
Payout to farmers aso re%istered 28 CA(R in ast F years1
D=
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F)+)' P$%* :< +.' A)$
E3pansion of distribution net#or+, creative mar+etin%, consumer education and
product innovation, #e #i evera%e effectivey on risin% income eves and
%ro#in% affuence amon% Indian consumers1
Tappin% t"e risin% demand for ne# vaue 6added products1
)i+ s"ed area #i increase to 28/ a+" +% per day *281/ miion +% per day., at
an annua %ro#t" rate of F1
Instain% 'u+ )i+ C"iers and Automatic )i+ Coection &ystems in a our
via%e cooperative societies1
2F
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Coect as muc" as /KD a+" +% per day */K1D miion +% per day. of mi+ in t"e
pea+ fus" season1
&ateite dairies #it" combined processin% and i0uid mi+ pac+a%in% capacity of
DO LP$ #i be estabis"ed in major metro mar+et
?e pan to doube to processin% capacity of our dairy pants to 2O1 miion +%
per day, by 2O2O
)i+ dryin% capacity #i aso be en"anced by 2OO )THs per day
Pan to e3pand our catte feed manufacturin% capacity, more t"an four times to
/2, OOO )THs per day, by 2O2O1
Tota investments envisa%ed for creatin% a t"e re0uired infrastructure #oud be 1
2,GOO crores *2G biion. ti t"e year 2O2O
?e are e3pandin% our processin% and pac+a%in% capacity to meet %ro#in%
demands1 !or starters, #e are settin% up additiona processin% faciities in $e"i
and )umbai1 Currenty, #e ead t"e pac+ #it" t"e production of D; a+" iters per
day1
A%/ :< A)$
AMUL - THE TASTE OF INDIA (GCMMF# RECEIVES INTERNATIONAL CIO
"!! AWARDS FOR RESOURCEFULNESS
2D
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(C))! is a #inner of t"e presti%ious internationa CIO /;; a#ard from
I$(Hs CIO )a%a5ine, U&A1 T"e 2;;8 CIO /;; a#ard reco%ni5es t"e or%ani5ations
around t"e #ord t"at e3ce in positive business performance t"rou%" resourcefu IT
mana%ement and best practices1 T"is CIO Internationa IT e3ceence A#ard "as
reco%ni5ed t"e Cooperative )ovement its @eaders"ip under t"e Amu brand,initiated by $r1 > Lurien, )i+man of India, #"o9s main )otto is to buid Indian &ociety
economicay iteray stron% t"rou%" innovative cooperative resourcefu net#or+, so
as to provide 0uaity service products to t"e end consumers and %ood returns to t"e
farmer members1
T"is a#ard "as aso %iven direction t"at IT need to be encoura%ed adopted
more more at %rass root eve and brid%e t"e di%ita divide t"rou%" proper trainin%, re6trainin% so as to brin% radica c"an%e benefit to t"e Indian society1 It "as aso
reco%ni5ed t"e )ana%in% $irector, )r1 ' ) >yas, #"o "as ta+en IT initiative by
settin% t"e direction (C))! as IT Company in !ood business1 It "as aso inspired
a t"e empoyees of (C))! Enterprise to sustain t"e c"aen%es as a C"an%e A%ent
by e3cein% t"eir IT s+is in order to transform t"e peope around t"em to#ards
IT Inte%ration *e6>ision. on bot" t"e ends of suppy c"ain *>ia%e eve !armer to end
consumer.1 T"is a#ard aso motivated t"e eac" every member dairy, AmuHs #"oesae
distributors, retaiers, transporters and suppiers #"o "ave supported #"oe6"eartedy t"e
IT initiatives of (C))!1
A)$ B%? I*+'*%+=:*%$ D%=> F'/'%+=:* A%/
2G
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?"en #e are about to ceebrate arnim (ujarat, Amu "as brou%"t one more
aure not ony for (ujarat, but for #"oe of India At a ceebratory %aa dinner at t"e
Lni%"tHs -a, Residen5 Paace, &a5bur%, Austria on 2: Apri 2;/;, attended by over /D;
dairy industry representatives from a over t"e #ord )r1 Ric"ard $oye, President,
Internationa $airy !ederation, presented an a#ard to &"ri Part"ib"ai '"ato, C"airman,
and $r1 &1 T1 $esai, (enera )ana%er *Cooperative &ervices and Administration.,
(C))! *(ujarat Co6operative )i+ )ar+etin% !ederation @td1.1 T"e a#ard #as %iven
to (C))! *Amu. for t"e best environmenta initiative in t"e sustainabiity cate%ory
durin% t"e Ft" (oba $airy Conference "ed from 2t" Apri to 2Kt" Apri 2;/; at
&a5bur% Con%ress Centre, Austria1
I$!, every year %ives dairy innovation a#ards to its members in various
cate%ories i+e brand and products, nutrition and "eat", sustainabiity, pac+a%in%,
in%redients and mar+etin%1 T"e inau%ura a#ards pro%ramme attracted over /; entries
from 2K countries in /2 cate%ories, desi%ned to re#ard and c"ampion innovation and
e3ceence in t"e %oba dairy industry1
T"e a#ard "as been %iven to Amu by I$! for its environmenta initiative for
tree pantation1 1 As a first step on /Dt" Au%ust 2;; t"e mi+ producers of more t"an
/D,;;; via%e dairy cooperative societies panted /:1K a+" tree sapin%s across /K
districts of (ujarat, after t"e fa% "oistin% ceremony1 Initiay One member, one tree
2
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pantation #as t"e basis1 Inspired by t"e t"umpin% success, t"ey carried out simiar
e3ercise on /Dt" Au%ust 2;;: on one member, t"ree tree pantation basis, in
#"ic" D21F a+" tree sapin%s #ere panted1
R=@%$
(o#ard"an, founded by Para% mi+ !oods Pvt1 @td1 in /KK2, is one of IndiaHs
ar%est private dairies, #it" an output capacity of /,;;;,;;; iters per day1 @ocated in a
us" %reen via%e caed )anc"ar in )a"aras"tra *G; +m from Pune., #e pride ourseves
on o#nin% t"e ar%est co# farm in India as #e as AsiaHs ar%est c"eese pant1
2:
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(o#ard"an manufactures dairy products t"at are not just /;; natura, but aso
i%"ter and ric" in cacium1 T"atHs because t"e mi+, procured from its o#n co# farm 6 t"e
ar%est in Asia 6 is /;; natura co#Hs mi+1 ?"atHs more, t"e use of atest European
tec"noo%y in our manufacturin% units ensures superior 0uaity and fres"ness of our
products, %ivin% t"em t"e uni0ue (o#ard"an taste and favor1
?e are an I&O K;;; and A()ARL certified company, committed to
internationa standards of product 0uaity1 Our product portfoio incudes &+im )i+
Po#der, ?"oe )i+ Po#der, ("ee, Processed C"eese, 'utter, $a"i, proprietary foods
i+e $airy ?"itener and (uab Jamun )i3 po#der under t"e brand names of
(o#ard"an and H(oH ,a made from /;; fres" co# mi+1
I*
Our commitment to 0uaity and innovation "as resuted in "u%e investments in
infrastructure and tec"noo%y1 Our inte%rated dairy and co# farm at )anc"ar, is rapidy
scain% up to cater to t"e ever e3pandin% circe of customers in India, #"o see+ a6
natura, #"oesome and deicious dairy products1
D%=> P$%*+, M%*.%, P)*'
T"e e3tensive ran%e of our products is processed at t"is utra modern dairy1 Our
dairy pant is fuy automated, of internationa standards and e0uipped #it" t"e best
European tec"noo%y1 Ri%"t from reception of mi+ to t"e finis"ed product, #e maintain
strict no6"uman6contact t"rou%" t"e entire manufacturin% process1 Our pant c"urns out
/,;;;,;;; itres of mi+ per day, "as an output capacity up to /; )T of butter, 2D )T of
%"ee and /; )T of da"i *yo%"urt. and GD )T of mi+ po#der1
M:+=$%$ O%$ V'*+)' =*@'+'/ 4!!* =* P%%? M=$ F::/
2K
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!unds mana%ed and advised by )otia Os#a >enture Capita Advisors
Private @imited *CAP@. and its associates, "ave invested Rs1 G;; miion in
Para% )i+ !oods Pvt1 @td *
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/KG;s /K;s to sef6reiance1 India is t"e ar%est mi+ producin% country in t"e #ord,
foo#ed by U&A, Russia, (ermany and !rance1
Accordin% to $airy 'oo+ 2;;, )i+ production in 2;;D #as around KF mn tonnes and
is estimated to be over /;; mn tonnes currenty #it" an annua %ro#t" rate of F1 Co#
mi+ constitutes about F/ of tota annua mi+ production inIndia and "as started to
create a stron% nic"e as compared to buffao or mi3ed mi+1
)umbai based Investment 'an+ 6 @adderup Corporate Advisory Private @td1
acted as t"e e3cusive financia advisors to Para% for t"e dea1
P:/)+
C:;'+=+=:* +: A)$
8/
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OBJECTIVES & SCOPE OF STUDY
O'+=@' :< +.' +)/>
P=%> O'+=@'
To find out factors affectin% consumers buyin% be"aviour to#ards Amu butter1
S':*/%> O'+=@'
To ma+e a comparative anaysis bet#een Amu and (o#ard"an butter #it"
reference to ot"er payers in t"e mar+et1
To find out t"e reasons for purc"asin% butter1
82
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Inade0uate information, miseadin% ans#ers t"at mi%"t affect our concusion
RESEARCH METHODOLOGY
"1 R''%. M'+.:/:$:?>
T"e researc" #as conducted from Kt")ay to :t"Juy 2;//1 T"e researc"es incude
meetin%s #it" t"e consumers1 It incuded preparation of t"e 0uestionnaire to be ans#ered
by above peope for +no#in% t"e competitive position of Amu in t"e mar+et1 T"e vie#s
of t"e parties #ere recorded in t"e researc" as per t"e 0uestionnaire set by me1
1 D%+% C:$$'+=:* M'+.:/
I "ave used survey met"od for data coection1 &urvey is t"e most commony
used met"od1
8F
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31 D%+% S:)'
A# P=%> D%+%
T"e primary data #as coected t"rou%" 0uestionnaires1 T"ey #ere fied usin%
t"e sc"edued met"od of data coection by t"e researc"er1 -erein, !ace6to face
intervie#s #ere conducted bet#een our researc" e3ecutive and a respondent1 $ata #as
coected t"rou%" a survey1 T"e 0uestionnaire #as prepared considerin% various
parameters and t"us "ad a mi3 of o pen and cose6ended 0uestions usin% various scaes to
measure t"e responses and dra# easy concusions from t"e study1
T"e researc" #oud eave very itte room for any discrepancy or
misinterpretation of t"e as+ed 0uestions since researc"er #oud intervie# t"e respondents
face 6to6face and so aso %ive an insi%"t into t"eir body an%ua%e of t"e respondents
ma+in% use of observation tec"ni0ue aon% #it" t"e survey met"od1 Aso observation
tec"ni0ue #as used to study consumer be"aviour patterns as retai outets1
B# S':*/%> D%+%
I coected data from ma%a5ines, ne#spaper and different #ebsites1 T"e
secondary sources #ere used ony for coectin% information re%ardin% t"e sampe7
t"ey #ere "o#ever not used for anaysis1
S%;$=*?
S+'; " D'
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specific sampe %roup coverin% a t"e decision 6ma+ers in t"e case of butter1
S+'; S;'= +.' S%;$=*?
C"andan Na%ar '"aji )ar+et
C"andan Na%ar L"aradi Road
L"aradi (aon
8G
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P:;)$%+=:* C:@''/
F: C)+:' )@'>
-ome6ma+ers
?or+in% professionas *mae and femae.
'ac"eor students *mae and femae.
&enior citi5en *mae and femae.
T::$ U+=$='/
Percenta%e Anaysis
(rap" C"art
51 R''%. I*+)'*+
A# 9)'+=:**%=' M'+.:/
T"e researc" instrument #as t"e structured 0uestionnaire desi%ned for t"e
respondents1 T"e 0uestionnaire #as for t"e consumers t"ere #as a different set of
0uestionnaire1 T"ere #ere aso t"e area maps1
T>;' :< 9)'+=:*
8
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T"e second important aspect in t"e desi%nin% a 0uestion is to decide #"ic"
types of 0uestion are to be used1 Buestion can be cassified in various #ays1
Buestionnaire contains foo#in% type information6
O;'*-'*/'/ )'+=:*
M)$+=;$'-.:=' 9)'+=:*
P.%=*? :< 9)'+=:*
In 0uestionnaire, I try to p"rase t"e 0uestion in o%ica #ay1 !or e3ampe I
arran%e 0uestion in se0uence as persona information, income, product preferences, and
finay reated to feedbac+1 'ot" t"e 0uestionnaire consists of a t"ree types of 0uestion1
)osty a 0uestions are mutipe type 0uestions1 T"ere is ony one open6ended type
0uestion1
P':*%$ I*+'@='
It is direct form of investi%ation, invovin% face6to6face communication #it"
free feedbac+ information1 It offers a sense of participation1 It is more fe3ibe form of
data coection1 Use of unstructured, open6end 0uestions is possibe1 Rate of refusa is
o#1 $ept" intervie# is possibe1 Compe3 0uestions can be as+ed1
T"e intervie# can "ave 0uestions to secure more information1 Observation
approac" can be combined to verify a%e, income, status, standard information1 >isua
aids in t"e form of catao%ues sampes etc1 can be used to %et vie#s, opinions, and
attitudes of responder1
8:
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P:/)+
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Product Name Amu 'utter
$escription Amu 'utter *)ade of pure mi+ !AT.
Pac+in% /;;%, D;;%, D;%, 2;%, :1/%
P:/)+
S;'=
)ar+et s"are of Amu butter is around :G
)ar+et presence 6 avaiabe in over D;;,;;; retai outets across India1
Amu butter is made from6 butter, common sat, permitted natura coor
*annatto.
Amu comes under !)C( sector1
F;
N)+=+=:*%$ I*
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)ar+et Presence
D ' :? %;.=
A%e6D yrs6
:; yrs1 &e3 6 No bar
Income6 @o# to "i%"
Occupation 6Any sector *not necessary. Education 6 @o#er to "i%"er
P > . :? %;.=
Personaity 6 No discrimination1
@ife stye 6 A basic norma ife to "i%" cass ivin% standard
'uyin% )otives 6 It is %eneric #it" butter cate%ory, reno#ned butter avaiabe in
mar+et, oved by a consumers1
P:/)+ A*%$>,=,
Product &pecification M )eets A()ARL standards and 'I& specifications1
No1I&8GK;KK21
Product personaity 6 It is a unise3 product1
U&P6 is its taste1 Amu butter is made from fres" cream by modern continuous butter
ma+in% mac"ines *purey ve%etarian.1
F/
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DATA ANALYSI S AND I NTERPRET ATION
9 " W.=. :;%*> )++' /: >:) ;).%'
T%$' N:1 "
C)+:' R';:*' :* B)++' P).%'/
F2
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G%;. N: "
I*+';'+%+=:*
T"e above %rap" s"o#s t"at from t"e /;; respondents F: customers purc"ase
Amu, 2: (o#ard"an, 'ritannia, K Nutraite, 2 -ome )ade and G Ot"ers butter
i+e )ot"er $airy, C"etna Etc1
)ost of t"e customers purc"ase Amu butter1
F8
S1 N:1 B%*/ :< B)++' N:1 :< C)+:' P''*+%?' (#
/1 Amu F: F:
21 (o#ard"an 2: 2:
81 'ritannia
F1 Nutraite K KD1 -ome )ade 2 2
G1 Ot"ers G G
T:+%$ /;; /;;
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9 W.> /: >:) ;'
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Price K /; G 8 /
Taste 8F /F / D 2
>ariety 8 / / / /
Nutritiona
>aue
2 8 / / /
N:1 : +=' /: >:) )> A)$ B)++'
T%$' N:14
F')'*> :< ;).%=*? )++'
F')'*> ::) '' :' *:1 :< A/@'+=''*+ :* A)$ & G:%/.%*
T%$' N:12
T==*? :< %/@'+=''*+
T=' A)$ A/@'+=''*+ G:%/.%* A/@'+=''*+
)ornin% times : times
Afternoon // times 8 times
Evenin% F times /; times
Ni%"t / times 2 times
G%;. N:12
I*+';'+%+=:*
Amu / customers sa# more number of Amu9s advertisements in Ni%"t aftert"at in Afternoon aso1 'ut accordin% to customer in Evenin% t"ey sa# very ess
number of Amu9s advertisement1
(o#ard"an /; customers said t"at, t"ey sa# more numbers of (o#ard"an9s
D2
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advertisements in evenin% and : in mornin%1
Amu "as stron% advertisement promotions on teevision t"an (o#ard"an1
9 8 W.%+ /=
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of customer1
After Buantity 8/ s"o#s t"at customer do or not buy butter because of Buaity
difference bet#een Amu and (o#ard"an1
9 "! C%* >:) '%$$ $%+'+ A)$ : G:%/.%* %/@'+=''*+
T%$' N:1"!
R'%$$ :< %/@'+=''*+
R'%$$ :< A/@'+=''*+ A)$ G:%/.%*
=es 2G /8
No 2/ /K
G%;. N:1"!
I*+';'+%+=:*
(rap" s"o#s t"at 2G customers remembered Amu9s advertisement and /8
customers remembered (o#ard"an9s advertisement1
2/ customers did not remember Amu9s advertisement and /K customers did not
DF
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remember (o#ard"an9s advertisement1
As compare to (o#ard"an Amu "as stron% media a#areness1
9 "" W.: =$$ ' +.' '++' :;'+=+: +: A)$
T%$' N:1""
C:;'+=+: +: A)$ )++'
C:;'+=+: +:
A)$
G:%/.%* B=+%**=% N)+%$=+' O+.'
T.=*=*? : /: >:)
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I*+';'+%+=:*
Above %rap" s"o#s t"at DD customer t"in+ t"at (o#ard"an butter is ac+in%
be"ind compare #it" Amu butter because of ess promotion and /: customer
t"in+ t"at because of "i%" price1
FINDINGS
/1 As per my researc", t"e consumption of butter is predominant in amost every
"ouse"od #it" t"e "andfu e3ception of a fe# #"o cited "eat" issues
i+e c"oestero, "yper tension etc1
21 ?"en as+ed #"at first came to t"eir mind on mentionin% t"e #ord butter1 )ost of
t"e respondents recaed Amu because of its taste and %eneric brand status1 Aso
it #as seen t"at "eat" issues i+e caories, fat, c"oestero #as a major
concern amon%st a substantia number of "eat" conscious and t"e midde 6a%ed
consumers1 Respondents aso recaed t"e various products t"ey
associatedconsumed butter #it"1
DK
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81 )y survey indicated t"at majority of our respondents #ere Amu oyaists1
(o#ard"an #"ic" is a substitute of butter seems to be penetratin% t"e mar+et at a
rapid eve, t"e major reason bein% t"at itHs considered "eat"ier1 'ritannia seemed
to "ave a sma yet very oya customer se%ment1 )ost associated mot"er diary
#it" dairy products rat"er t"an butter1
F1 ?"en t"e respondents #ere as+ed to mention #"at t"ey associated t"eir brand
#it" most Amu oyaists seemed to reca t"e mascot, foo#ed by t"e so%an,
taste and advertisin% campai%ns *especiay t"e paper advertisin%.1 (o#ard"an
#as associated #it" "eat" by its consumers1 And 'ritannia received mi3ed
responses i+e taste, pac+a%in% and pricin% by its consumers1
D1 T"e taste and t"e brand name #ere t"e infuencin% factors be"ind t"e purc"ase of
butter1 T"e advertisin% and t"e price emer%e second1
G1 ?"en t"e various parameters of butter as a product #ere researc"ed, our findin%s
s"o#ed Amu to be t"e cear #inner foo#ed by (o#ard"an, Nutraite and
'ritannia respectivey1 -o#ever, most consumers found t"e Amu pac+a%in% to
be dissatisfactory and %ave (o#ard"an better score on t"e pac+a%in% front1
Nutraite ost out on t"e taste factor, as most consumers %ave it t"e o#est score as
far as taste is concerned1
1 In most "ouse"ods butter #as purc"ased on a #ea+y basis aon% #it" t"e ot"er
%roceries1 T"e "ouse"ods #"o reported a comparativey o#er consumption
bou%"t it on a mont"yfortni%"ty basis as and #"en needed1
:1 A dominant se%ment of respondents purc"ased t"e /;;%m pac+ as it #as more
economica and a once in a mont" purc"ase1 T"e smaer pac+s #ere bou%"t by
students and for convenience purposes1
G;
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K1 )ost respondents #ere reativey una#are about t"e e3act amount
spent specificay on butter as it #as a part of t"e mont"y %roceries1 )ajority
stated t"at t"ey spent *s D; 6;; on butter mont"y1
/;1 ?"en as+ed about t"eir brand e3perience, t"e respondents #"o cited very %ood as
a response #ere dominanty Amu consumers, #"ie responses #"o cited (ood
and neutra #ere consumers of ot"er brands i+e 'ritannia, (o#ard"an and
Nutraite1
//1 ?"en as+ed about additiona features in t"eir brand, o#er caorie eves #ere t"e
dominatin% response1 Aso, better pac+a%in% *in t"e case of Amu., o#er prices
and unsated variants #ere t"e ot"er factors t"at emer%ed1
/21 A#areness eves about t"e substitutes for butter #ere divided1 Nutraite and
(o#ard"an #ere t"e primary responses t"at came to t"e respondent9s mind, #"ie
t"e ot"ers incuded imported substitutes and ot"er spreads1
/81 T"e consumption of 'utter in "ouse"ods #as primariy as a spread, foo#ed by a
sma mar%in of "ouse"ods #"o used it for coo+in% and ba+in% purposes1
CONCLUSION
/1 T"is researc" "as been instrumenta in findin% t"e Indian consumersH
response to t"e various brands of butter and in studyin% t"e butter industry of
India in %enera1 $espite "eat" "a5ards, Indian +itc"ens continue to consume
butter, "o#ever sparin%y1 Indian consumers #"o "ave tried o# 6fat 5ero6
c"oestero butter substitutes "ave not found t"e taste satisfactory, and demand a
product t"at tastes more i+e butter and does not "ave a distinct processed taste1
21 Aso, t"e demand for unsated butter is sma but si%nificant, as t"e "i%" sodium
content in pac+a%ed butters "as been a source of #orry for patients of "i%" bood
G/
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pressure1 T"is coud aso be t"e resut of e3perimentin% #it" ne# cuisines as
most ba+ed desserts ca for unsated butter1 In terms of brand reca, ony t#o
brands "ave so far made t"eir presence fet in t"e Indian mar+et1 T"e former bein%
Amu, #"ic" c"an%ed t"e concept of HbutterH t"rou%" "i%"y strate%ic advertisin%
and t"e atter 6 HNutraiteH and 'ritannia 6 t"e butter substitute t"at "as occupied
t"e pace of pride on t"e tabes of t"e ean and "eat"6conscious1 )ost consumers
associate HAmuH #it" taste and HNutraite #it" H"eat"H1
81 ?"ie taste and pricin% #as t"e decidin% factor for most consumers, a si%nificant
section commented on t"e poor pac+a%in% 0uaity of some brands i+e Nutraite as
compared to (o#ard"an, #"ic" provides containers for t"e butter1 )ost
consumers demanded a o# 6 fato#6c"oestero variant of t"eir e3istin% brand,
t"us confirmin% t"at t"e need of todayHs butter consumerHs in India is a "eat"y
yet tasty product, #"ic" ma+es it an open opportunity for a ne# brand to
come and ta+e over before t"e e3istin% brands can reposition1
SUGGETIONS
/1 Amu "as a reativey %ood distribution net#or+, but sti company is not abe to
fufi t"e demand of outet in t"e pea+ season #"en demand is very "i%"1 -ere
company s"oud consider on t"e suppy of product in t"e pea+ season1
21 Amu s"oud ta+e care of t"eir %ood#i of company mar+et any dama%e product
se in t"e open mar+et it may be effect company reputation1
G2
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81 (iven t"e fact t"at mar%in offered to t"e retaier is not simiar in t"e case of t"e
competitor9s product1 !or t"is fact, t"e company s"oud %ive %ood mar%in to t"e
retaiers t"an t"e competitors1
F1 Company s"oud aso %ive t"e repacement offer to t"ose outets #"ic" is runnin%
#it" sma business1
D1 Ony fres" product s"oud be suppy in t"e outet1 T"e main cause of t"e suppy of
fres" product is t"at customer a#ays #ants fres" product1 T"ey don9t #ant to
ta+e 8 or F days od product1
G1 Company s"oud aso tar%et t"e consumer by offerin% discount coupons or pens
spoon free offer or some ot"er innovative viabe for attractin% t"em1
LIMITATIONS
/1 T"e survey is imited ony for t#o #ards C"andan Na%ar and L"aradi1
21 Time period of t"e project #as : #ee+s, #"ic" may not be enou%" to understand
t"e #"oe mar+et1
G8
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A1 )ar+etin% mana%ement Loter P"iip, Leer Levin, /8t", &out" edition
Los"y Abra"am, J"a )it"ies"#ar
'1 Researc" )et"odoo%y Lot"ari C1R
WEBLIOGRAPHY
W'$=:?%;.>
###1amu1com
GD
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###1%o#ard"anindia1com
###1indianfoodindustry1net
###1#i+ipedia1or%
###1scibd1com
###1amu1tv1com
###1moneycontro1com
9UESTIONNAIRE
Persona detai
Name
Address
A%e
GG
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(ender
Occupation
Income p1a1
Tota famiy member
Buestions
B 1/. #"at +ind of butter you buyS
Amu 'ritannia (o#ard"an
Nutraite -ome M made
B12. #"y do you prefer particuar brandS
Price Taste
>ariety Nutritiona >aue
B18. "o# you come to +no# about t"is productS
Advertisement Ne#spaper
&e )a%a5ines
B1F. #"ere do you normay buy Amu product fromS
@oca mar+et Retai mar+et
B 1D. did you ever use any ot"er 'randS
=es No
G
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B 1G. #"ic" 0uantity do you normay buyS
/;; %m D;; %m
/ +% D +%
B 1. "o# many times do you buy Amu 'utterS
2 times in #ee+ once in #ee+
On specia occasion ot"ers
B 1:. for #"at purpose do you butter mostyS
On roti On '"aji
On bread On dosa
B 1K. $o you reca advertisement of Amu butterS
=es No
B 1/;. at #"at time you see more no1 of advertisement on AmuS
)ornin% Afternoon
Evenin% Ni%"t
B 1//. at #"at time you see more no1 of advertisement on (o#ard"anS
G:
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)ornin% Afternoon
Evenin% Ni%"t
B 1/2. #"at difference you see in bot" t"e productS
Buaity Buantity Promotion
&i5e Price
B 1/8. Can you reca atest Amu advertisementS
=es No
B 1/F. #"o #i be t"e better competitor to AmuS
(o#ard"an 'ritannia
Nutraite Ot"er
B 1/D. $o you find t"at Amu butter "avin% "i%" c"oesteroS
=es No
B 1/G. If Amu come #it" o# c"oestero did you accept itS
=es No
GK
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B1 /. $o you t"in+ t"at t"e present cost of product #"ic" you p refer is costyS If yes
#"at #i be your idea price ran%e for /;;%m butter pac+S
/K to 22 28 to 2D
2G to 2:
B1 /:. ?oud you prefer to s#itc" to butter of ant"er brand if it is c"eaper t"an your
preferred brand #it"out any c"an%e in 0uaity tasteS
=es No
B 1/K. is t"ere anyt"in% t"at you fee ac+in% in your preferred brand
=es No
B 12;. $ou you fe t"at company s"oud c"an%e t"eir brand nameS
=es No
B 12/. Amu product #it" t"e Red and yeo# coure pac+in% its #or+ in t"e mar+et or
notS
=es No
B 122. ?"y do you fe (o#ard"an brand is not as #e, dairy product in mar+et ascompare to AmuS
@o# 0uaity &ma si5e -i%" price
@ess promotion Probem in pac+in%
;
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B 128. If company %ives 2;off to customers #i it "eps to %ro#t" of sein% of
company productS
=es No
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