Ankit Final Sip Report-2 (1).docx

7/25/2019 Ankit Final Sip Report-2 (1).docx

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INCREASING VISIBILITY OF AMUL ICE-CREAM

BY OPENING AMUL ICE-CREAM OUTLET IN RETAIL SHOP

(RETAIL PENETRATION OF DEEP-FREEZER WITH AMUL LOGO)

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT

OF THE DEGREE OF POST GRADUATE DIPLOMA IN MANAGEMENT

CHANDRAGUPT INSTITUTE OF MANAGEMENT PATNA

BY

ANKIT KUMAR

8/0/!0"#

CHANDRAGUPT INSTITUTE OF MANAGEMENT PATNA

Chandragupt Institute Of management, Patna Page 1


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SYNOPSIS

The project To open Amul ice-cream outlet along with retail penetration of deep freezer with

Amul logo in Patna Region aims at convincing small retailers in the area of ashiana and digha

road Patna to buy deep freezer and sell Amul ice-cream in order to increase the visibility of Amul

ice-cream in the area of ashiana digha road Patna This project also attempts to investigate the

criteria by which customers select their !ce creams and introduce set of factors which affects the

advertisement of the Amul !ce cream to enhance the visibility in the mar"et Apart from that this

project also attempts to ta"e the feedbac" of Amul ice-cream in Patna region so as to

ac"nowledge current problems e#isting with Amul ice-cream and to address these problems

resulting in increasing sales

$ujarat %o-operative &il" &ar"eting 'ederation ($%&&')* better "nown through its A&+,

brand* is a prominent name in national ice-cream mar"et Amul ice-cream was launched in

anuary .//0 Amul is based in Anand* $ujarat and has been an e#ample of a co-operative

organization1s success in the long term

The practical implication of this project is to create an understanding of consumer buying

behavior with respect to Amul !ce cream The focus is on indentifying customer preferences and

their demand for !ce cream which can help in improving the product and services to attract more

customers and increase sales

The research design is 2escriptive and data collected is from primary as well as secondary

sources A survey is conducted on the customers !ce creams to analyze their preference and

attitude towards !ce creams The sample size was ..3 and the targeted population was male and

females over .4 years of age from parlour located in busy mar"et places across Patna

%onvenience sampling was used to collect data The 'ocused group discussion among the Amul



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interns done for this project has helped in the identification of the major factors affecting

customers5 choices of !ce creams of different brands After analysis of responses on a ,i"ert

scale it was found that the major factors which influence customers in buying Amul !ce cream

were Prmotion Price and 6ummer7product The factor Availability was a found to be a

major drawbac" as perceived by the customers for Amul !ce %ream Another part of the survey

included 8uestions to "now about the preferences of the consumers regarding 'lavour* 9ariants*

Advertisement models and its effect on the consumers :ut of all the 6;+5s available* 9anilla

and %hocolate were the dominant ones and rest are not so popular and in demand %one was the

most popular variant followed by the %up and Ta"e


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The company may be sending a person for visit to e#isting Amul ice-cream retailers and

Amul parlors advising them on new strategies and ac"nowledging them of new offers of

ice-cream

RESEARCH METHODOLOGY$

R%&%'* O+,%.%$ !n the process of my main research objective was to increase the visibility

Amul !ce-cream in Patna region

R%&%'* D%&.1$ 2escriptive research

D'' &23%& 4 T56%$The data sources used are both primary Primary information was

achieved by conducting survey with the help of 8uestionnaire

R%&%'* T227$The main process of data collection was through filling of 8uestionnaire The

8uestionnaire consists of both open and closed ended 8uestions as well interval 8uestions where

the respondent has to give points according to the @ point li"ert scale

SAMPLING METHODOLOGY

S'67% 31. 4 F'%$ The set of all the consumers of all the variants of Amul ice cream in

Patna

S'67% &.9%$ The sample size ta"en here is of ..3 consumers >? retailers

S'67.1 %*2:$ The sampling method adopted is convenience sampling

STUDY OF RESEARCH PROBLEM

6tatement of the problem

The study is to increase the visibility of Amul ice-cream in ashiana digha Patna region

The study is to find out the customer preference thorough customer analysis

The study is to convince the retailer for buying the deep freezer and hence increasing the

visibility of Amul ice-cream

OB;ECTIVES OF STUDY



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To convince the retailer to buy a deep-freezer with Amul logo in which he will be getting

free offer of Amul ice-cream To identify the problems related to Amul ice-cream through e#isting Amul ice-cream

retailers survey and to ta"e the retailers feedbac" regarding the service To !dentify the factors which are responsible for driving the sales of Amul !ce %ream in

Patna region Perception of Amul ice-cream in minds of consumers

DECLERATION

This is to certify that this report entitled


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re8uirement for the award of the Post $raduate 2iploma in &anagement* is a bonafide record of

research wor" carried out by himBher under our supervision The contents of this report* in full or

in parts* have not been submitted to any other !nstitute or +niversity for the award of any degree

or diploma

(M> REBTI RAMAN) ------------------------------ (6ign)

(P2?> KALYAN AGARWAL) ------------------------------- (6ign)

2ateC 7777777777777777777

ACKNOWLEDGEMENT

The satisfaction that comes through the successful completion of any tas" would be incomplete

without mentioning the names of people who made it possible* because success is the epitome of



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hard wor" guidance 6o with gratitude* ! ac"nowledge all those guidance and encouragement

that served as a beacon of light and crowned my efforts with success so far

! avail this opportunity to e#press with utmost sincerity my than"s to all the people of $ujarat

%ooperative &il" &ar"eting 'ederation ,td ($%&&' ,td) for giving me this opportunity to

undergo my summer internship in this prestigious organization

! am deeply grateful to &r M'12, P'+*'@' M R%+. R''1$eneral &anager* for his

support* suggestion and enthusiasm which helped me in the successful completion of this report

and to have thorough "nowledge of the subject and its application

! would li"e to than"s P2?> K'75'1 A''7faculty mentor* for providing me the "ey inputs

for the project and e#tending his continuous support during the tenure

! also e#press my gratitude to D> V> M3@31: D'&* 2irector* %handragupt !nstitute of

&anagement* Patna for giving me an opportunity to wor" with Amul

ANKIT

TABLE OF CONTENT

P'% 12>



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"> INTRODUCTION

'::2 !D2+6TRE !D !D2!A /-/

!%F-%RFA& !D2+6TRE .?-.?

:R$AD!GAT!:D .?-.H

2!6TR!=+T!:D DFTI:R; .>-.>

%6R RF6P:D6!=!,!TE .@-.@

PR:2+%T [email protected]

!> PROCESS OF OPENING OUTLET .4-./

RF6FAR%


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!ndia is the second largest food producer in the world after %hina =ut !ndia has the potential to

become the largest food producer in the world and also to become the numero-uno in the

agricultural sector The production of total food in !ndia is li"ely to double in the ne#t ten years

and there is an opportunity for large investments in food and food processing canning* dairy

processing and Thermo Processing The food industry of !ndia is e#pected to increase from +6M

.?? billion to +6M H??billion The food industry of our country !ndia consists of food processing

and food production !ndia is a uni8ue country having diversified climatic conditions consisting

of large raw material base which helps in many ways to the food processing companies

DAIRY PROCESSING IN INDIA

The livestoc" population of !ndia is highest in the world consisting of @?N of the buffaloes and

J?N world cattle population* most of which are milch cows and milch buffaloes The diary

industry of india is one of the most successful development programs in the post-!ndependence

period The total mil" production in the country !n the year J??3-?0 was over ninety si# million

tones with a per capita availability of two hundred twenty nine gms per day The diary industry

of !ndia had been recording an annual growth of >N during the period .//H-J??@* which was

appro#imately thrice the average growth rate of the dairy industry in the world !n !ndia mil"

processing is around H@N The organized dairy industry of !ndia accounts for .HN of the mil"

produced* while the rest of the mil" is either consumed at farm level* or sold as fresh* non-

pasteurized mil" through unorganized channels !n !ndia e#ports in diary sector have seen a

growth of J@N per annum in terms of 8uantity terms and J4@ in terms of value since J??. !n

!ndia major mar"et share of processed mil" is held by dairy cooperatives &il" is processed and

mar"eted by .0? &il" Producers5 %ooperative +nions* which federate into .@ 6tate %ooperative



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&il" &ar"eting 'ederations :ver the years* several brands have been created by cooperatives

li"e Amul ($%&&')* 9ijaya (AP)* 9er"a (Punjab)* 6aras (Rajasthan)* Dandini (;arnata"a)*

&ilma (;erala) and $o"ul (;olhapur)

ICE CREAM INDUSTRY

The ice-cream mar"et of !ndia is highly seasonal mar"et !n winter the sales decline but in

summer it starts increasing The ice cream mar"et witnesses a lot of action during summer as the

companies in order to achieve ma#imum sales and compete with each other in mar"et release of

new products* innovative promotional campaigns* advertisement and summer schemes The

major brands include ;wality Ialls* Amul* 6udha*9adilal* %ream bell and &other 2airy The

ice-cream mar"et of !ndia isestimated at Rs>@?? crore in J?.H of which over >?N belongs to

the organized sector growing at about .@N year to year and is li"ely to increase around Rs0???

crore by J?.4 with its growing institutional sales coupled with youngsters spending habits on it

as well as increasing disposable income of middle and lower middle class !ndians in the recent

times* which has developed its penchant for the frozen product

The domestic ice cream industry would grow at the compounded growth rate (%A$R) of about

J@ per cent in future with high profit margins ranging between .@ to J? per cent to reach the

projected level since its per capita consumption has gone up at H?? ml against world average of

JH litre The projections of the ice cream industry are based on the presentation made to the

%hamber at its recent 6eminar on 6upply %hain titled Luic" Review of !ce %ream !ndustry in

which prognosis has been made that the mar"et size of !ndian frozen food industry could e#ceed

many fold from its anticipated estimates of Rs.J@?? crore by of J?.>-.@



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The trends responsible for the growth of ice cream industry in !ndia in particular and that of

frozen food industry follow large investments in advertising and infrastructure development*

diversification of product portfolio targeting specific consumer segments and entry of

multinationals into this business

:ther factors that are credited to fuel the growth of ice cream industry consist of partnership and

franchises pursued to boost distribution and increasing cost of raw materials offsetting the higher

margins

ORGANISATION

G3,'' M.7@ M'@%.1 F%:%'.21 L:> (GCMMF)is the largest food product mar"eting

organization in !ndia !ts daily mil" procurement is appro# .H million liter per day from its

.3*..0 mil" cooperative societies* .0 member unions covering J> districts and H.4 million mil"

producer members !t is the ape# dairy cooperative organization of $ujarat !t is popularly "nown

as AMUL The main aim of the organization is to provide remunerative returns to the farmers

and provide 8uality products to its consumers which are good value for the money they spend

GCMMF is largest dairy products e#porter in !ndia GCMMF is the e#clusive mar"eting

organization of AMULand SAGARbranded products The A&+, brand is not only the product

but it was a movement for economic freedom of the farmers !t is the =rand which give farmers

the courage to 2ream* to "



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Eear of Fstablishment ./0H

&embers

.0 2istrict %ooperative &il" Producers1

+nions (.@ &embers J Dominal

&embers)

Do of Producer &embers H.4 &illion

Do of 9illage 6ocieties .0*?J@

&il" collection (2aily Average

J?.J--.H).H.4 million litres

6ales Turnover -(J?.H-.>) Rs .4.>H %rores

MEMBER UNIONS

. ;aira 2istrict %ooperative &il" Producers1 +nion ,td* Anand

J &ehsana 2istrict %ooperative &il" Producers1 +nion ,td* &ehsana

H 6abar"antha 2istrict %ooperative &il" Producers1 +nion ,td* =anas"antha 2istrict %ooperative &il" Producers1 +nion ,td* Palanpur

@ 6urat 2istrict %ooperative &il" Producers1 +nion ,td* 6urat

3 =aroda 2istrict %ooperative &il" Producers1 +nion ,td* 9adodara

0 Panchmahal 2istrict %ooperative &il" Producers1 +nion ,td* $odhra

4 9alsad 2istrict %ooperative &il" Producers1 +nion ,td* 9alsad

/ =haruch 2istrict %ooperative &il" Producers1 +nion ,td* =haruch

.? Ahmedabad 2istrict %ooperative &il" Producers1 +nion ,td* Ahmedabad

.. Raj"ot 2istrict %ooperative &il" Producers1 +nion ,td* Raj"ot

.J $andhinagar 2istrict %ooperative &il" Producers1 +nion ,td* $andhinagar

.H 6urendranagar 2istrict %ooperative &il" Producers1 +nion ,td* 6urendranagar



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.> Amreli 2istrict %ooperative &il" Producers +nion ,td* Amreli

.@ =havnagar 2istrict %ooperative &il" Producers +nion ,td* =havnagar

HISTORY OF AMUL

2uring./>?5s* the main sources of earning for the farmers of ;aira district were farming and

selling of mil" That time there was high demand for mil" in =ombay The main supplier of the

mil" was Polson dairy limited* which was a privately owned company and held monopoly over

the supply of mil" at =ombay from the ;aira district This system led to e#ploitation of poor and

illiterate farmers by the private traders The traders used to decide the prices of mil" and the

farmers were forced to accept it without uttering a single word


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of =ombay then visited Anand to access the situation th 2ecember ./>3 6ince farmers sold all the mil" in Anand

through a co-operative union* it was commonly resolved to sell the mil" under the brand name

A&+, At the initial stage only J@? liters of mil" was collected every day=ut with the growing

awareness of the benefits of the cooperativeness* the collection of mil" increased Today Amul

collect .H.4 million liters of mil" every day from .0*?J@ village mil" co-operative societies

6ince mil" was a perishable commodity* it becomes difficult to preserve mil" for a longer period

=esides when the mil" was to be collected from the far places* there was a fear of spoiling of

mil" To overcome this problem the union thought out to develop the chilling unit at various

junctions* which would collect the mil" and could chill it* so as to preserve it for a longer period

Thus* today Amul has more than .@? chilling centers in various villages &il" is collected from

almost .3*..0 village societies !n the year ./>3 the first mil" union was established This union

was started with J@? liters collection of mil" per day !n the year ./@@ Amul was established !n

the year ./>3 the union was "nown as "aira district co-operative mil" producers5 union This

union selected the brand name amul in ./@@ The brand name amul means amulya This word

derived from the sans"rit word amulya which means priceless A 8uality control e#pert in

anand had suggested the brand name amul Amul products have been in use in millions of

homes since ./>3 Amul butter* amul mil" powder* amul ghee* amulspray* amul cheese* amul



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chocolates* amul shri"hand* amul ice cream* nutramul* amul mil" and amulya have made amul a

leading food brand in india Today amul is a symbol of many things li"e of the high-8uality

products sold at reasonable prices* of the genesis of a vast co-operative networ"* of the triumph

of indigenous technology* of the mar"et savvy of a farmers1 organization And have a proven

model for dairy development (generally "nown as anand pattern)

DISTRIBUTION NETWORK

$%&&' has an e#cellent distribution !t is its distribution channel* which has made it so

popular $%&&'5s products li"e mil" and mil" products are perishable !t becomes very

important for them to have a good distribution networ" $%&&' follows a very simple

distribution channel The product changes only three hands before reaching to consumer from

producer Today $%&&' has more than 0*??? distributors who are servicing more than a

million retailers all over !ndia

CORPORATE SOCIAL RESPONSIBILITY

Apart from its =usiness Activities the company is doing much more for the society !t has ta"en

several %6R activities li"e tree plantation* blood donation* Amul scholar* Amul relief trust etc

The trust reconstructed 3 schools in ;utch district which were damaged by the J??. $ujarat

earth8ua"e The company has planted more than H../4 la"hs trees

PRODUCT

!ce cream has always been the favorite delicacy in any part of !ndia Today ice creams are

e8ually popular among children and grown-ups Fating ice creams have become an occasion for



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celebration !n !ndia alone* the organised ice cream industry has a turnover of around Rs .???

%r and the mar"et is witnessing a booming growth rate of .J-.@N annually

DEFINITIONS OF FROZEN DESSERT PRODUCTS

!ce cream and frozen desserts come in many flavors and types that allow the consumer to choose

from a host of delicious choices Ihether the flavor is vanilla* chocolate* pump"in pie or coo"ie

dough* ice cream and its related products share certain basic characteristics that are often

un"nown to Q or misunderstood by Q many consumers

!ce %ream consists of a mi#ture of dairy ingredients such as mil" and nonfat mil"* and

ingredients for sweetening and flavouring* such as fruits* nuts and chocolate chips 'unctional

ingredients* such as stabilizers and emulsifiers* are often included in the product to promote

proper te#ture and enhance the eating e#perience =y federal law* ice cream must contain at least

.?N mil" fat* before the addition of bul"y ingredients* and must weigh a minimum of >@ pounds

to the gallon

GENERAL COMPOSITION$

&il" 'at -.H@N to .>@N

Total 6olids >?N to >.N

6ugar .@N Appro#

Acidity ?.0Nto ?./N

Protein H/N to >.N

'ood Fnergy 9alueC %alories per .?? ml -./30 "cal



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'lavorsC 9anilla* 6trawberry* Pineapple* :range* Rose* &ango* %hocolate*


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freezer would get a offer of ice-cream The offer was that on H??litre deep freezer ice-cream

worth rupees H??? was free and on >??litre deep-freezer ice-cream worth rupees 3??? was free

6o with this offer ! started moving on with my first objective 'inally after tal"ing to the about

.? retailers ! finally convinced one sweet shop retailer named tushaar sweets located in ashiana

nagar phase. Patna -J@ The retailer agreed to buy the deep-freezer of 9olta5s >?? liters glass top

The cost of deep-freezer was rupees J3*J.4 ! delivered the che8ue to Amul office on .. thApril

J?.@

After this agreement paper was made ready in which the si# months coupon was there for free

offer of ice-cream in the name of the retailer 2harmendra ;umar 6uman After when the

che8ue got delivered to 9oltas office they delivered the deep-freezer after some chaos Then after

this process ! went to the ice-cream distributor AD Fnterprises for the seal and signature of

their head After this process Tushar sweets became the authorized retailer of Amul ice-cream

in patna and on this mote my fist objective was completed

ANALYSIS$

&argin given to the retailer on ice-cream was .0@N

&argin given to the distributor on ice-cream was 4N

9alidity of Amul ice-cream was 3 months period but it was already one or J months old

when it reached the distributor Anenterprises was having highest number of stoc"s of ice-cream claiming to be the

biggest distributor in Patna in all products of Amul

Do claim on damage on ice-cream was given neither to the distributor nor to the retailers 2istributors van visited in the locality of ashiana once a wee" delivering products of

Amul The company had deep-freezer tie up with three companies namely Roc"well* blue star

and 9oltas



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The offer of ice-cream coupon was on a monthly basis worth rs.??? for si# months

This offer could be availed only after giving a minimum order of worth rs>???

2raft and che8ue mode was preferred way of payment for the deep-freezer

ANALYSIS OF HINDRANCE WHICH OCCURRED IN OPENING OF

OUTLET$

&ost of the retailers were reluctant for opening of outlet due to lac" of supply in spite of

"nowing that demand of Amul ice-cream was high 6ome of the retailers used to sell Amul ice-cream but lac" of claim on damage they had

stopped business of Amul ice-cream

6ervice of the 9oltas company was not up to the mar" They too" more than .@ days to deliver the deep-freezer in spite of having proper stoc"

The offer of free ice-cream was abruptly changed because initial offer that was made was

worth rupees .???? ice-cream free Do proper banner was given to the retailer for visibility

2istributor was not interested in giving @rs ice-cream* since the retailer demanded it as

@rs variant had lot of demand The distributor was reluctant to sign the coupon of free ice-cream as he wasn5t aware of

any such offer The distributor was not "een in giving any price list of ice-cream to the retailer

Amul logo which was supposed to be given with the deep-freezer was not given to the

retailer

RETAILER SURVEY

M'@% %&%'*

Luestions with different attributes were included in the 8uestionnaire to "now the current mar"et

scenario Amul ice-cream and also to analyze the e#isting problems with the retailers

R%&%'* %*2:2725

Research 2esignC 2escriptive



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2ata 6ourcesC

Primary dataC Luestionnaire

S'67.1 M%*2:2725

6ample 'rameC retailers in Patna

6ample size- >? retailers

"> A2:.1 2 523 *.* .& *% '.1 ?'2 '231.1 &'7%& 2? A37 .%-%'

'actors %ount

=rand name ./

Taste .>Luality 0

Total >?

brand name 48!

"ua#it$ 18!

taste 35!

Factors accounting sales of ice-cream

This pie chart shows that according to the retailers surveyed brand name is the most import

factor influencing sale of Amul ice-cream in Patna region

!> D2%& *.& *'66%1 *' 62:3 .& 12 ''.7'+7% *%1 21&3% '662'* 2 523 &*26

Avaibility of product %ount

Ees 4

no .>

sometimes .4



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total >?

n% 35!

$es 20!

s%metimes 45!

avaibility of ice-cream when consumer approaches

This pie chart clearly shows that sometimes it does happen that when a consumer approaches a

particular flavor of ice-cream is not available in stores According to my study this happens with

most of the small retailers of Amul ice-cream in Patna

> W*.* '.'1 2? .%-%' .& 2& :%'1:%: +5 3&2%

variants %ount

stic"s ..

cups 3

'amily pac" .3

cone 0

total >?



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sti&'s 28!

&ups 15!fami#$ pa&' 40!

&%ne 18!

variant of ice-cream demanded

This pie chart shows that family pac" was most demanded variant in Amul ice-cream =ut the

most significant thing was that demand of the stic" ice-cream was also high 6ince small "ids

prefer eating stic" ice-cream but due to lac" of aviability of stic" ice-cream retailers looses out

those customers

> A% 523 &'.&?.%: +5 *% &%.%& 2? :.&.+3%

satisfaction %ountyes J@

no .@

total >?

$es 63!

n% 38!

satisfaction with distributor



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This pie chart shows that si#ty two percent of the retailers were satisfied with the services of the

distributor but thirty eight percent of the retailers were not satisfied The reason was that small

retailers used to get their delivery only when distributors van came to serve the bigger retailers in

their area ,i"e for Ashiana if order came for /to/ supermar"et then only they use to deliver the

ice-cream for the small retailers of Ashiana

#> I1 *.* '%' 523 237: &3%& A37 2 .62%

A%' 2? .62%%1 C231

''.+.7.5 !!

6..1 "

2*%&

G'1: 2'7 0

()aibi#it$ 55!pri&ing 35!

%thers 10!

area of improvement

This pie chart shows that most of the retailers of Amul ice-cream in Patna view that avaibility is

a major factor which needs to be improved As when ! was on a survey a shop called 8uality

centre in agcolony road Patna use to sale Amul ice-cream but due to lac" of avaibility and

supply of product he had to stop the sale of Amul ice-cream That particular shop didn5t use to

get the proper supply of Amul ice-cream Fven going by the survey of balaji parlor in jadeopath



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Patna price of Amul ice-cream was always incremented per year that also use to hinder the sales

of Amul ice-cream :ther factor which also included for improvement was visibility of Amul

ice-cream

> H2 '15 .%& *% 26'15 :2%& &%1: ' 6%&21 ?2 .&. 2 523 &2%

9isit of company man %ount

never H0

seldom H

$rand total >?

ne)er 93!

se#d%m 8!

visit by company men

This pie chart cleary shows amul doesn5t send any person for visiting the retail outlet for

inspection of amul ice-cream and also to loo" to the needs of the retailers of amul ice-cream

> A2:.1 2 523 *' .& '.1 62+7% %7'%: 2 A37 .%-%'

L.& 2? 62+7% C231

D''% 7'. !

.&.+.7.5 "

G'1: 2'7 0



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damage aim 68!

)isibi#it$ 33!

problem faced by retailer

This pie chart clearly shows that most of the retailers have the same complaint that their

damaged products are neither ta"en bac" by the distributor nor by the company

C2173&.21$

Avaibility is a major factor negatively influencing sale of Amul ice-cream

Do claim on damage and visibility is a major problem for the retailers

%ompany is not sending anyone specially to Amul parlours for visit and inspection

&ost of the Amul parlour led boards are not smooth wor"ing

Fvery year price increase on ice-cream is also negatively influencing sale of Amul ice-

cream

Amul parlors want some innovation li"e launching e-app to increase the visibility for

Amu

CUSTOMER ANALYSIS OF FACTORS INFLUENCING SALE OF AMUL

ICE-CREAM IN PATNA$

R%&%'* %*2:2725

Research 2esignC 2escriptive

2ata 6ourcesC

Primary 2ataC Luestionnaire

A 8uestionnaire of .4 8uestions was formed and survey was done



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Research ToolC Luestionnaire

S'67.1 M%*2:2725$

6ample 'rameC %ustomers in Patna

6ample 6izeC..3 6ampling &ethodC %onvenience 6ampling

A1'75&.& 2? D''

The detail analysis of 8uestionnaire is done by the graphs 'actor Analysis 'eedbac" obtained

by customers through the 8uestionnaire method to "now their opinion about A&+, !ce %ream

Product5s performance was also analyzed through users5 opinion with the help of 8uestionnaire

format* so that it would be easy to analyze the data and reach to conclusive point&6-FK%F,

and 6P66 were used as tools for analyzing the data Reliability test was done to test the

reliability of the compiled data Then 'actor analysis was used to come to a conclusive result

According to the focus group discussion conducted among the Amul interns and retailer survey

following attributes were considered for customer survey

Pac"aging

Taste Price

6ummer7product

Avaibility

=rand

promotion

'actor Analysis was done to identify the most important factors influencing the sale of A&+,

ice creams in Patna region

This measures the overall consistency of the items that are used to define a scale As a result* we

have given sample size* number of items and reliability coefficients

RELIABILITY ANALYSIS



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This measures the overall consistency of the items that are used to define a scale As a result* we

have given sample size* number of items and reliability coefficients !n statistics* %ronbach1s

(alpha) is a coefficient of internal consistency !t is commonly used as an estimate of the

reliability of a psychometric test for a sample

C21+'*& '76*' I1%1'7 21&.&%15

S ?/ F#cellent (


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'actor Analysis is done to identify and club those important factors which drive to the ma#imum

possible variance 'actor analysis is a general term denoting a class of procedures primarily used

for data reduction and summarization !t is an interdependent techni8ue in that an entire set of

interdependent relationships are e#amined without ma"ing the distinction between dependent

and independent variables

'actor analysis is used in the following circumstancesC

To identify underlying dimensions or factors that e#plain the correlations among a set of

variables To identify a smaller set of salient variables from a larger set to be used in subse8uent

multivariate analysis

'actor Analysis was done to identify the most important factors influencing the sale of A&+,

ice creams in Patna region

R%&37& '1: I1%6%'.21&

K'.&%-M%5%[email protected] (KMO) %'&3% 2? &'67.1 ':%3'5$

The ;aiser-&eyer-:l"in (;&:) measures of sampling ade8uacy is an inde# used to e#amine the

appropriateness of factor analysis


30/56

identity matri#W each variable correlates perfectly with itself (r X .) but has no correlation with

the other variables (r X ?)

The 6ignificance level of ????(which is less than ??@) allows to reject the null hypothesis of no

correlation between the variables

KMO and Bartlett's Test

aiser()e*er(+l,in )easure o! -a#plin de/uac*. .$1

artlett's Test o! -phericit*

pprox. Chi(-/uare 121.31

4! &1-i. .000

C2%7'.21 M'.

A correlation matri# is a lower triangle matri# showing the simple correlations* * between all

possible pairs of variables included in the analysis The diagonal elements* which are all .* are

usually omitted

Correlation Matrix

5ac,ain Taste 5rice vaibilit* -u##erproduct rand 5ro#otion

Correlation

5ac,ain 1.000 .$ .&31 .137 .27 .73 .11

Taste .$ 1.000 .0 .13 .73 .70 .&6

5rice .&31 .0 1.000 .&3$ .&17 .0 .7&2

vaibilit* .137 .13 .&3$ 1.000 .01 .&7& .&00

-u##erproduct .27 .73 .&17 .01 1.000 .$$ .06&

rand .73 .70 .0 .&7& .$$ 1.000 .133

5ro#otion .11 .&6 .7&2 .&00 .06& .133 1.000



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The variables are not totally uncorrelated as is evident from the correlation matri# obtained after

processing the data for factor analysis

E.%1'73%>

The Figen value represents the total variance e#plained by each factor

Total Variance Explained

Co#ponent "nitial Eienvalues Extraction -u#s o! -/uared

Loadins

8otation -u#s o! -/uared Loadins

Total % o!

Variance

Cu#ulative

%

Total % o!

Variance

Cu#ulative

%

Total % o!

Variance

Cu#ulative %

1 &.$$& .60$ .60$ &.$$& .60$ .60$ &.&11 1.23& 1.23&

& 1.171 16.0$ 22.17 1.171 16.0$ 22.17 1.$0 &7.1 22.17 .3$ 11.27 6$.363

7 .62$ .37 $$.&2&

2 .26 3.21$ 32.$63

6 .21$ $.1 .12

$ .7$ 6.371 100.000

Extraction )ethod9 5rincipal Co#ponent nal*sis.

S%% 672A scree plot is a plot of the Figenvalues against the number of factors in order of

e#traction



32/56



33/56

Rotated Component Matrixa

Co#ponent

1

5ac,ain .66Taste .63

5rice .0

vaibilit* .106

-u##erproduct .301

rand .63

5ro#otion .0

Extraction )ethod9 5rincipal Co#ponent

nal*sis.

8otation )ethod9 Vari#ax with aiser

Nor#ali:ation.

a. 8otation convered in iterations.

!n the rotated component matri# we have obtained three factors summer7product* price and

promotion whose values are greater than ?0 in component . and component J respectively



34/56

CONSUMER SURVEY

M'@% R%&%'*

Luestions with different attributes were included in the 8uestionnaire to predict the perception of

the Amul !ce cream in minds of the consumers These 8uestions were to help the production and

sales team to formulate further strategies in increasing sales of Amul !ce cream in Patna

"> T*% ?7'2 2? A37 I% C%' I 6%?%

The 8uestion was as"ed to understand the preference of the consumers on basis of various

flavors available in Amul !ce %ream

R2 7'+%7& C231 2? ?7'2

9anilla >J

%hocolate J>

6trawberry .4

=utterscotch ..

;esar pista 4

&ango J

Truti fruit @

;ajuda"sh 3

$rand total ..3



35/56

*ani##a 36!

Ch%&%#ate 21!

+traberr$ 16!

-utters&%t&h 9!

.esar Pista 7!/ang% 2!

rutifruti 4!.auda'sh 5!

This pie chart shows that vanilla has got the ma#imum number of preferences* followed by

chocolate and strawberry Tooti frooti* "ajuda"sh and mango are not so popular and amul can

wor" on improving these flavours

!> THE VARIANTS OF AMUL ICE CREAM I PREFER MOSTLY

R2 L'+%7& C231 2? '.'1

%one >.

%up J>

Plastic container .J

6tic" .?

Ta"e home J/

G'1: T2'7 ..3



36/56

C%ne 35!

&up 21!p#asti& &%ntainer 10!

+ti&' 9!

ta'e h%me 25!

The cone was the most popular variant as it is preferred by more than one third of the

respondents Ta"e home pac"s was the ne#t preferred choice in terms of different variants

available 6tic" and plastic container are lagging behind in terms of consumer preferences

> I? +'1:%: *.* +'1: '21 *%&% *'& 2 +%& .&.+.7.5

=rand %ount :f =rands

Amul H0

6udha @?Luality walls ..

9adilal .4

$rand Total ..3



37/56

(mu# 32!

+udha 43!

ua#it$ a##s 9!

*adi#a# 16!

6udha is the most "nown brand present in the mar"et Amul lags behind sudha in terms of

customer awareness ;wality walls and vadilal lag behind in this criterion 6udha* having its

production units in bihar and also a very good presence in terms of outlets in patna* pose a huge

competition to amul

> W*' '@%& 523 +35 '1 .% %' (P7%'&% *22&% 2175 21% 26.21)

B35.1 D%.&.21 C231 O? B35.1 D%.&.21

=rand name JJ

'lavour >@

!mpulse Purchase JJ

Price J@

:thers J

G'1: T2'7 ..3



38/56

Impu#se pur&hase 19!

#a)%ur 39!

-rand name 19!

Others 2!

Pri&e 22!

'lavour of an !ce cream is the most important issue that comes to the minds of customers of

Patna while ma"ing a purchase !mpulse Purchase and brand name are also factors which help in

deciding while buying an !ce %ream A&+, being best in the flavor* (Taste) can boost in this

regard and should wor" consistently to maintain the standard and also should try to introduce

new flavors with time to stay on top =rand name of amul is also 8uite good in minds of

consumers so amul can ta"e account of this and launch more flavours and try to attract more

customers

#> D2 523 6%?% *22&.1 523 .% %' ?2 ' %13 2 ?2 :.&67'5

M%13/ D.&67'5 C231

M%13 #0D.&67'5

G'1: T2'7 ""



39/56

/enu 43!

disp#a$ 57!

Display/Menu

%ustomers preferred displays at outlet store as a better medium than menu* which suggests that

amul should focus on having better display of all the s"u (stoc" "eeping units) at their outlets

&any such efforts were promoted and retailers were motivated to display the various handouts

and promotional displays while our visits to the stores

> W237: 523 +% .1%%&%: .1 622.21'7 2??%& .1 '1 .% %' &*26

P22.21'7 2??%& COUNTY%& 8

N2 !J

G'1: T2'7 ""



40/56

es 75!

O 25!

Promotional oers

6eventy five percent of the people were interested in the promotional offers 6o Amul should be

loo"ing to give more promotional offers to the consumers !t will help in gaining more and more

customers As this pie chart clearly depicts that most of the people loo" for promotional offers

while purchasing ice-creams

> I? 5%& *' @.1: 2? 622.21& 237: 2& '66%'7 2 523 '& ' 21&3%

P22.21'7 2??%& C231 2? 622.21'7 2??%&

B35 " % " #!

D.&231 23621& !

D.&231 2??%&

O*%&

G'1: T2'7 ""



41/56

-u$1 get 1 45!

is&%unt &%up%ns 21!

dis&%unt %ers 25! 32!

%thers 3!

=uy . get . free is the most popular promotional offer as perceived by the customers* nearly half

of the respondents (>@N) agrees to the fact stated above 2iscount on the same purchase is also

popular (J@N) Amul should consider introducing buy . get . free offer or combo products

8> W237: 523 7.@% A37 7'31*.1 %-'667.'.21 ?2 2% .&.+.7.5

E-'66 C231

Y%& 8

NO 0

G'1: T2'7 ""



42/56

es 74!

% 26!

E-app

This 8uestion was as"ed to the consumers if they would li"e any e-app launch by amul ice-cream

which could help them locate amul store locators also to find to what all new variants of amul is

coming with Also this type of application can also help in increasing the visibility of amul ice-

cream among consumers 6ince most of the people today have acess to smartphones so this type

of strategy can really add up more number of customers

J> D2%& '1 ':%.&%%1 '??% 2 523 +35.1 :%.&.21

Advertisement %ount

EF6 /?

D: J3

$rand Total ..3



43/56

+ 78!

O 22!

Advertisement

This dichotomous 8uestion was to "now the influence of advertisement on buying decision of the

customer Iith appro# three fourth of respondents (04N) admitted to the fact that advertisement

definitely have an impact on their buying decision * it is imperative that A&+, should focus

more on this aspect to increase their sales and increase the visibility of their =rand in Patna

mar"ets

"0> W*.* 56% 2? 622.21'7 ':%& '*%& 523 %5% *% 2&

P22.21'7 ':%& C231 2? 622.21'7 ':%&

P2&%& .1 237%& #

M''9.1% ':%&

P2:3 .&%7? "

N%&6'6% ':%& "0

+.77+2':& !2*%& "



44/56

P%sters in %ut#ets 39!

/againe 5!Pr% itse#f 27!

espapers 9!

bi## b%ards 20!

%thers 1!

>@ respondents feel that a poster in the outlet store is the most effective way to promote A&+,

products Product itself is also a major tool in attracting customer5s eyes as A&+, is "nown for

its premium products Dewspaper advertisements are not so effective and also very costly too so

more emphasis has to be on in house promotion li"e posters and handouts in outlet stores

""> W*%% :2 523 12'775 +35 .% %'

Row labels %ount of locations

Retail ./

=randed >H

&all H?:thers J>



45/56

:etai# 16!

-randed 37!/a## 26!

Other 21!

As shown in the graph* a majority H0N of respondents li"e to purchase from a =randed shop

rather than buying from malls or other retailers 6o A&+,* should focus on opening more such

=randed shops (A&+, PPRF''FRF2 :+T,FT6 YAP:5s and A&+, 6cooping %enters) to

increase the sale of the products

CONCLUSION

According to the %ustomer analysis* Taste and =rand !mage are the leading factors which can be

attributed to the current sale of the A&+, !ce creams Availability is a major drawbac" as a

result of factor analysis !t is imperative that A&+, should "eep up the Taste and uphold its



46/56

brand !mage along with improve the e#isting distribution channels to propel the sales in the !ce

cream domain

As per retailers and distributors* Amul !ce cream products are the most preferred ones in minds

of consumers of Patna There is a huge demand of A&+, !ce cream in all areas of Patna =ut

due to irregular and un a proportionate supply and lac" of visibility* Amul has not been able to

convert all these demands into sales

Retailers in Patna region are regularly as"ing for more supply and distributors also are unable to

meet such demands due to unavailability of 6;+5s at warehouse

RECOMMENDATION

A&+, is having a mega pan !ndia promotional strategy to improve its visibility but the

visibility at local mar"et is missing due to the unavailability of retail store


47/56

The company may be sending a person for visit to e#isting Amul ice-cream retailers and

Amul parlors advising them on new strategies and ac"nowledging them of new offers of

ice-cream

BIBLIOGRAPHY

Rajendra Dargund"arMarketing research.Dew 2elhiC Tata &c$raw


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httpCBBwwwindiaretailingcomB'ood$rocerB0B>JB>3B/0.4

httpCBBwwwbusiness-standardcomBarticleBnews-cmBice-cream-industry-li"ely-to-reach-at-

rs-0???-crore-by-J?.4-phd-chamber-..>?>H???4>@7.html

httpCBBarticleseconomictimesindiatimescomBJ?.H-.J-J>BnewsB>@@>[email protected]

capita-consumption-profit-margin

A66%1:. "

QUESTIONNAIRE FOR CONSUMER2ear 6irB&adam*

! am conducting a small survey on the consumer behavior regarding A37 I% C%' The information

given by you will be "ept strictly confidential and will be used for academic purposes only

http://www.indiaretailing.com/FoodGrocer/7/42/46/9718http://www.business-standard.com/article/news-cm/ice-cream-industry-likely-to-reach-at-rs-7000-crore-by-2018-phd-chamber-114043000845_1.htmlhttp://www.business-standard.com/article/news-cm/ice-cream-industry-likely-to-reach-at-rs-7000-crore-by-2018-phd-chamber-114043000845_1.htmlhttp://articles.economictimes.indiatimes.com/2013-12-24/news/45540125_1_ice-cream-capita-consumption-profit-marginhttp://articles.economictimes.indiatimes.com/2013-12-24/news/45540125_1_ice-cream-capita-consumption-profit-marginhttp://www.business-standard.com/article/news-cm/ice-cream-industry-likely-to-reach-at-rs-7000-crore-by-2018-phd-chamber-114043000845_1.htmlhttp://www.business-standard.com/article/news-cm/ice-cream-industry-likely-to-reach-at-rs-7000-crore-by-2018-phd-chamber-114043000845_1.htmlhttp://articles.economictimes.indiatimes.com/2013-12-24/news/45540125_1_ice-cream-capita-consumption-profit-marginhttp://articles.economictimes.indiatimes.com/2013-12-24/news/45540125_1_ice-cream-capita-consumption-profit-marginhttp://www.indiaretailing.com/FoodGrocer/7/42/46/9718


49/56

R%&621:%1 P2?.7%

DameC 6e#(&B') C

AgeC ,ocationC

"> A37 I% C%' P'@'.1 ?'&.1'%& %>

6trongly disagree

disagree

Deutral

agree

6trongly agree

!> I 6%?% A37 I% C%' '& . '&%& +%% *'1 2*% B'1:&>

6trongly disagree

disagree

Deutral

agree

6trongly agree

> I 6%?% A37 I% C%' +%'3&% .& 6.% .& %'&21'+7%>

6trongly disagree

disagree

Deutral

agree

6trongly agree

> I ?.1: A37 I% C%' +%'3&% .& %'&.75 ''.7'+7% .1 *% &2%&>

6trongly disagree

disagree

Deutral

agree

6trongly agree

#> I 6%?% A37 I% C%' 2175 .1 &3%>

6trongly disagree

disagree

Deutral

agree

6trongly agree

> I ?%%7 2.%: 2 A37 +'1: 2? I% C%'> 6trongly 2isagree

disagree

Deutral

agree

6trongly agree

> I '7'5& &%% 622.21 2? A37 .%-%' 21 +.77+2':&



50/56

6trongly disagree

disagree

neutral

agree

strongly agree

8> T*% ?7'2 2? A37 .%-%' *.* I 6%?% 2&> (P7%'&% *22&% 2175 21% 26.21)

9anilla

%hocolate

6trawberry

&ango

=utterscotch

;esar Pista

Truti 'ruiti

;ajuda"sh

J> T*% '.'1& 2? A37 I% C%' I 6%?% 2&75

%one

%up

Plastic container

Ta"e home

6tic"

"0> I? +'1:%: *.* +'1: '21 *%&% *'& 2 +%& .&.+.7.5

6udha

9adilal

Amul

:ther (please specify)

""> W*' '@%& 523 +35 '1 .% %' (P7%'&% *22&% 2175 21% 26.21)

'lavor (Taste)

Price

=rand Dame



51/56

!mpulse Purchase (unplannedBspontaneous buying)

other (please specify)

"!> D2 523 6%?% *22&.1 523 .% %' ?2 ' %13 2 ?2 :.&67'5

&enu

display

"> W237: 523 +% .1%%&%: .1 622.21'7 2??%& .1 '1 .% %' &*26

Ees

Do

"> I? 5%& *' @.1: 2? 622.21& 237: 2& '66%'7 2 523 '& ' 21&3%

=uy . get .free

2iscount offersZ J@N off

2iscount coupons on ne#t purchase

!f others(please specify)

"#> W237: 523 7.@% A37 7'31*.1 %-'667.'.21 ?2 2% .&.+.7.5

Ees

no

"> D2%& '1 ':%.&%%1 '??% 2 523 +35.1 :%.&.21

Ees

Do

"> W*.* 56% 2? 622.21'7 ':%& '*%& 523 %5% *% 2&

Posters in outlet stores

&agazine Adverts

Product !tself

Dewspaper Adverts



52/56

=illboards

!f others (please specify)

"8> W*%% :2 523 12'775 +35 .% %'

Retail

=randed 6hop

&all

:ther (Please specify)



53/56

APPENDI-!

QUESTIONNAIRE FOR RETAILER

N'%

A::%&&

"> D2 523 &%77 A37 I%-%'

a Eesb Do

!> A2:.1 2 523 *.* .& *% '.1 ?'2 '231.1 &'7%& 2? A37 .%-%'

a brand nameb Pricingc Tasted :thers

H D2%& *.& *'66%1 *' 62:3 .& 12 ''.7'+7% *%1 21&3% '662'*%& 2 523 &*26a Eesb Doc 6ome times

> N'% *% 26 &%77.1 ?7'2 2? A37 .%-%'>

a 9anilla



54/56

b 6trawberryc :thers (specify)

@ W*.* '.'1 2? .%-%' .& 2& :%'1:%: +5 3&2%a %one

b %upsc 'amily pac"d 6tic"

3 A% 523 &'.&?.%: +5 *% &%.%& 2? :.&.+3%a Eesb Do

> I1 *.* '%' 523 237: &3%& A37 .%-%' .%-%' 2 .62%

a Taste

b Pricec Promotiond Availabilitye :ther

8> H2 '15 .%& :2%& *% 26'15 &%1:& ' 6%&21 ?2 ' .&. 2 523 &2%

a never b seldom

J> A2:.1 2 523 *' .& '.1 62+7% %7'%: 2 A37 .%-%'

"0> A15 &3%&.21& 2 *% 26'15



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Chandragupt Institute Of /anagement, Patna Page 55


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