8/20/2019 35909050 Amul Lassi PPT

1/19

Consumer Preference On

Amul Kool Lassi- 1 LTR Tetrapack

For The Company

Gujarat Co-operative Milk Marketinge!eration Limite!

  Prepared By

  Xitij Nanavaty

8/20/2019 35909050 Amul Lassi PPT

2/19

Industry Profile

•  As an attribute, the ord !dairy”   refers to mil"#based produ$ts,

derivatives and pro$esses, and the animals and or"ers involved in

their produ$tion% A dairy farm produ$es mil" and a dairy fa$tory

pro$esses it into a variety of dairy produ$ts% These establishments

$onstitute the dairy industry, a $omponent of the food industry%

•  A$ross India, &il" is pro$essed and mar"eted by '() mil"produ$er*s $ooperative unions, hi$h federate into '+ state $o#

operative mil" mar"etin federations%

8/20/2019 35909050 Amul Lassi PPT

3/19

Company Profile

•  A&-.#derived fom the sans"rit ord !A&-./A0 hi$h means Pri$eless%

• 1ome of the Amul produ$ts are Amul &il", Amul Butter, Amul &il"

Poder, Amul 2hee, Amulspray, Amul Cheese, Amul Cho$olates, Amul

1hri"hand, Amul I$e $ream, Nutramul, and Amulya%

• 1ales Turnover of last year i%e 3))4#)5 as 6s% 7(''8 million%

• 2ujarat Cooperative &il" &ar"etin Federation .td 92C&&F: is the

larest ;ranisation in F&C2 industry enaed in mar"etin of mil" <

mil" produ$ts under the brand names of A&-. and 1A2A6 ith an

annual turnover e=$eedin 6s 7))) $rores%

8/20/2019 35909050 Amul Lassi PPT

4/19

Ba$"round ;f The 1tudy

•  Amul .assi is also available in other si>es li"e 3)) ml% pou$hes 9i%e

probioti$ lassi:, 3)) ml% tetrapa$", so they have laun$hed 'ltr%

Tetrapa$" be$ause of the popularity of the previous versions%

• The study is $ondu$ted on $onsumer preferen$e of thirst ?uen$hers

ith referen$e to !Amul @ool .assee ' ltr% tetrapa$"0%

•  Amul "ool lassee $ompetes ith $old drin"s and ants to $apture

ma=imum mar"et share possible of $old drin" industry% In order toa$hieve this taret, this study is $ondu$ted to "no the preferen$e

and $onsumption usae of the produ$t%

8/20/2019 35909050 Amul Lassi PPT

5/19

;bje$tives ;f Proje$t

• To "no the $ustomer preferen$e and satisfa$tion of Amul @ool

.assee 'ltr% tetrapa$"%

• To "no the pur$hase intention of $ustomer for Amul @ool .assee

'ltr% tetrapa$"%

• To "no the preferen$e of $onsumers toards $onsumption of all

type of drin"s in$ludin mil" based drin"s%

• To $olle$t suestions provided by the $onsumers to the $ompany

for improvement of @ool .assee%

8/20/2019 35909050 Amul Lassi PPT

6/19

1our$es ;f ata

 Primar" sources 

• I have $olle$ted these primary informations from $onsumers of

anand and vallabh#vidyanaar ith the help of ?uestionnaire on

amul parlours%

 #econ!ar" sources 

• I have $olle$ted the se$ondary information from some ebsites

and referen$e boo"s%

8/20/2019 35909050 Amul Lassi PPT

7/19

1amplin &ethod

•  1ample desin is a definite plan of obtainin some items from the

hole population% The sample desin used in this proje$t is only one

state samplin i%e% judemental samplin%

 

•  The hole reion as divided into some eoraphi$al areas and I

have been iven many of the Amul parlours in anand and vallabh#

vidyanaar named N& parlour near mart, Amul dairy parlournear A&-. dairy, Param shop in mota ba>aar, altaran parlour

near Borshad Crossin and 1hriji parlour near 1ashtri 2round%

8/20/2019 35909050 Amul Lassi PPT

8/19

  ata Analysis

  <

  Interpretation

8/20/2019 35909050 Amul Lassi PPT

9/19

Beverae Preferen$e

8/20/2019 35909050 Amul Lassi PPT

10/19

Preferen$e ;f &il" Based rin"s

8/20/2019 35909050 Amul Lassi PPT

11/19

1i>e ;f Preferen$e

8/20/2019 35909050 Amul Lassi PPT

12/19

Pur$hase Intention

8/20/2019 35909050 Amul Lassi PPT

13/19

6atin 1$ale ;f Amul @ool .assee

 Attribute ery2ood

2ood Neutral Bad eryBad

Taste 37D +ED '(D 3D 'D

 Availability '8D 7ED '(D 7D )D

Pa$"ain '(D +5D 3'D 8D )D

8/20/2019 35909050 Amul Lassi PPT

14/19

.I&ITATI;N1

• .imited time available for interviein the respondents% As a result of

this it as not possible to ather full information about the respondents%

• hen I intervieed $hildren and teenaers, sometimes they use to

• ive ansers under the influen$e of their parents or elders%•  As summer trainin is oin under summer season so sometimes

people are less interested in fillin up ?uestionnaire%

• 1ometimes Non#$ooperative approa$h and rude behavior of the

respondents%

• If the respondents anser does not falls beteen amonst the options

iven then it ill turn up to be a biased anser%

8/20/2019 35909050 Amul Lassi PPT

15/19

6G1-.T1 AN FININ21

•  Around 4)D respondants believe that taste of the lassee is ood

and they are satisfied ith Amul @ool .assee%

• hen I intervieed people then many of the people $an not re$all

 Amul @ool .assee by its print advertisement%

• urin my resear$h, I found that from all type of mil" based drin"s,

E'%83D respondants prefer lassee%

• I also found out that amon all type of beveraes, &ajority of the

respondants prefer mil" based drin"s i%e%E(%''D%

8/20/2019 35909050 Amul Lassi PPT

16/19

• I find the main thin is that !Amul0 brand name has very ood imae

in $onsumer*s mind and they $onsider it as Pure < 2ood Produ$t%

• urin the entire trainin, I found that people are as"in for the

other flavours li"e mano, pine#apple, "esar et$% as there is only

rose flavour sold in mar"et%

• +4%74D people li"e to prefer 'ltr% tetrapa$" at their home as they

believe that it is better to $onsume ith family%

•  As Anand and allabh#vidyanaar are home ton of Amul, people of

this reion are very mu$h aare about Amul produ$ts 1o 5(D

people of Anand and allabh#vidyanaar prefer to $onsume branded

lassee%

8/20/2019 35909050 Amul Lassi PPT

17/19

C;NC.-1I;N1

• From the servey $ondu$ted it $an be $on$luded that people ho are

on move prefer it more than household%

•   Also people usually prefer lassee at their home rather than at

parlour, at hotel and other pla$es%

•   &any people usually prefer Amul lassee more than other non#

branded lassees as it is a brand%

• From the Hypothesis performed, it is $on$luded that there is nosinifi$ant effe$t on pur$hase of lassee due to preferen$e%

8/20/2019 35909050 Amul Lassi PPT

18/19

1-22G1TI;N1

• The pri$e of the ' ltr% tetrapa$" should be de$reased to in$rease the

sale of the produ$t%

• The 2%C%&%&%F% should advertise more to in$rease the aareness

level and sales of the produ$t%

• The 2%C%&%&%F% should laun$h benefi$ial s$hemes li"e 3' or E',

et$% to in$rease the sale of the produ$t%

•  Amul should also brin its produ$ts in trains and buses% If thetetrapa$" ill be ot in trains and buses, then the sale of the produ$t

ill be in$reased%

8/20/2019 35909050 Amul Lassi PPT

19/19

THAN@ /;-