Consumer Satisfaction on Amul Milk

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The Taste of India


Many companies are aiming for high satisfaction because customers who are just satisfied still it find it easy to switch when better offer comes along. Those who are highly satisfied are much less ready to switch. High satisfaction creates an emotional bind with the brand not just a rational preference. The result is highly customer loyalty. Hence an attempt has been made to identify the customer attitude and satisfaction on Amul Milk. B. OBJECTIVES OF THE STUDY This project is based on consumer satisfaction towards Amul Milk in Anand. Objectives of study are; 1. To know the customer behavior and to identify the level of customer satisfaction towards Amul 2. To offer pragmatic suggestion for growth and development of Amul milk. 3. To know the various marketing mix that influence the customer behavior.

C. SCOPE OF THE STUDY Customer satisfaction is an important element in the marketing activity. This customer satisfaction decides the fate of the product and organization. There is various factors influence to the customer satisfaction. These factors are,Page | 1

The Taste of IndiaPost purchase behavior, Reputation, Product availability, Branding, and convenient etc.

INFORMATION REQUIREMENTS: First , i had to know about all the competitors present in the market of amul milk segments(reputed and well established brands as well as local milk) Before going to survey i had to know comparative pack and price of all the competitors existing in the market I had to know specify different milk pouches of AMUL. I have to gather information of the all places where amul milk is used in public place.( Tea Stall, Hotel, Restaurant)


The Taste of India Primary datas are those which are gathered specially for the project at hand, directly e.g. through questionnaires & interviews. Primary data sources include company salesman, buyers, trade associations executives and other businessman and even competitors.

TOOLS OF DATA COLLECTION: Decide Research Methods For Collecting Data: If it is for that the secondary data cannot be of much use, collection of primary data become necessary. Three widely used methods of gathering primary data are sample observation . EXPERIMENTATION Survey method- in this method , information gathered directly from individual respondents, either through personnel interviews or through mail quesnnaires or telephone interviews. Observation method-the research data are gathered through observing and recording their actions in a marketing situation. This technique is highly accurate. It is rather an expensive technique.


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The Taste of India This method involves carrying out a small trial solution to a problem,while at the same time, attempting to control all factors relavent to the problem. The main assumption here is that the test conditions are essentially the same as those that will be encountered later when conclusions derived from the experiment are applied to a broader marketing area. SECONDRAY DATA These are ganerally published sources ,which have been collected orignially for some other purpose . Source are internal company records , government publication , reports and publicaton, reports and journals,trade ,professionals and business associations publications and reports. SAMPLING TECHNIQUES USED Sampling design is a definite plan of obtaining some items from the whole population.i have taken random sample form total public markets who is the consumer of AMUL milk.In this method I have given them the sample of amul milk then take feedback through questionnaire.I have chosen the areas like AMUL distributor,AMUL customer in Tharmal, Thasra, Sevalia and I got feedback from AMUL parlor got view from consumer.


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The Taste of India Sampling Technique: Non Probability Sampling Technique ( A Non Probability Sampling Technique Is That In Which Each Element In The Population Does Not Have An Equal Chance Of Getting Selected.) Sample unit: people who buy amul milk available in retail shops,superstores etc Sample size : 100 respondents (age ranging 15 yrs above) Method: direct interview through questionnaire and observation. Area of survey: sevalia, thasra, tharmal Timing of survey : 7:00 am to 12:00 pm and 5:00 pm to 9:00 pm Field Work Method Used For Data Collection: Questionnaire was prepared keeping the objective of research in mind. Questions were asked to respondents as regards to there willingness to buy amul milk and remark in what extend we can fulfiill their wants. The help of questionnaires conducted direct interviews, in order to get accurate information. In order to correct information i had to approach consumers ranging from 15 years and above. It is really a heroic task to understand consumer behavior is a physical activity as well as decision process individual engaged in when evaluating, acquiring ,using and disposing goods and services. In the field i am taking sample of amul milk pouch, so that some is not aware of amul milk so i can explain the amul milk and give them for test then get feedback.

Analysis and Interpretation of the Data:Page | 5

The Taste of IndiaThe collected data were not easily understandable, so I like to analyze the collected data in a systematic manner and interpreted with simple method. The analysis and interpretation of the data involves the analyzing of the collected data and interpretation it with pictorial representation such as bar charts, pie charts and others. Gender: Gender play vital role in purchase decisions. Gender classified on sex basis i.e. male and female. Gender classification is requiring to marketer because different gender exhibit different perception towards products. In classification of gender the following number is used to know their perception.

Classification of Customers Based On Sex Sex No. of respondents Percentage %

Male Female Total

35 65 100

35 65 100

Interpretation:Page | 6

The Taste of India35% of the respondents are male and 65% of the respondents are female. From the above table we can conclude that, the majority of the respondents were belongs to female group.

CLASSIFICATION OF CUSTOEMRS BASED ON SEX80 No of Respondents 65 60 40 20 0 Male Female 35Male Female


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The Taste of IndiaOccupation is also influences a persons consumption pattern. A blue collar worker will buy work cloths, work shoes and lunch boxes. Similarly the Amul Milk is purchased by various occupants. The following occupants of the respondents are classifies for the data collection.

Analysis of Occupation of the Respondents Occupation No. of. respondents Percentage % Business Employee House wife Others Total 20 10 65 05 100 20 10 65 05 100


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The Taste of India20% of the respondents are business, 10% of the respondents are employees, and 65% of the respondents are house wives, 05% of the respondents are others group.ANALYSIS OF OCCUPATION OF THE RESPONDENTS

80No.of respondents


6040 20 0 20 10 5Business Employee House wife Others

Business EmployeeHouse wife Others


Income: Income decided the purchasing power of the customer. If the income is high then, they go for high quality irrespective of price of the product. Hence in this research I like to collect the data how income is influence to purchase Amul Milk.

Analysis of Monthly Income of the Respondents

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The Taste of IndiaMonthly income No. of respondents Percentage %

Below 5000 5001-10000 10001-15000 15001 & above Total

38 30 21 11 100

38 30 21 11 100

Interpretation: As per the data 38% of the respondents earn per month below 5000, 30% of the respondents earn 5001 to 10000, 21% of the respondents earn above 10001 to 15000. 11% of the respondents earn 15000 & above. From the above table we can conclude that majority of the respondents monthly income group of below 5000 and more than 5000 to 10000.

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The Taste of IndiaRespondents Consumption Quality: Consumption quality is varying with various respondents. Some of customer they buy less quantity and some them huge quantity depends upon requirement and number of people in their houses. The data is collected to know the various consumption patterns.

Analysis of Consumption of Average Milk per Day Consumption 1 Liter 2-4 Liter More than 4 Liters Total No. of Respondents 70 10 20 100 Sources: Primary Data Percentage (%) 70 10 20 100

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The Taste of India

Analysis of Average Consumption of Milk Per Day

80No. of Respondents


60 40 20 0 1 Liter 2-4 LiterConsumption

20 10 More than 4 Liters

Interpretation: 70% of the respondents are consuming one liter per day. 10% of the respondents are consuming two to four liter per day. 20% of the respondents are consuming more than four liters per day. From the above table we can conclude that majority of the respondents were consuming one liter per day.

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The Taste of IndiaQuality: Company has two responsibility in a quality centered. First, they must participate in formulating strategies and policies designed to help the company win through total quality excellence. Second they must deliver marketing quality alongside production quality. This helps to company to attract more number of customers to their products. Hence I try to collect information related to quality of AMUL Milk.

Opinion of the Respondents Regarding Quality Opinions Thickness Freshness Taste Others Total No. of Respondents 35 45