A study of consumer perception towards amul probiotic and sugar free ice cream

A study of consumer perception towards amul probiotic and sugar free ice cream

AMUL(GCMMF) :- THE TASTE OF INDIA INTRODUCTION

Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in India. It is a brand name managed by an apex cooperative organization, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), Gujarat Cooperative Milk Marketing Federation Ltd.

In the year 1946 the union was known as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION This union was started with 250 liters of milk per day It is based in Anand town of Gujarat Amul has spurred the White Revolution of India, which has made India the largest producer of milk and milk products in the world.

CONTINUED.The brand name Amul means AMULYA. This word derived form the Sanskrit word AMULYA which means PRICELESS

Today Amul is a symbol of many things like of the high-quality products sold at reasonable prices, of the genesis of a vast co-operative network.

GCMMF :- Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organization. It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money. Dr Verghese Kurien former chairman of the GCMMF is recognized as the man behind the success of Amul

CONTINUEDAMUL IN ABROAD

Amul is the largest food brand in India and one of world's Largest Pouched Milk Brand. Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese market in 1994 had not succeeded, but now it has fresh plans of flooding the Japanese markets .Other potential markets being considered include Sri Lanka. presence of amul in the other countries .

PRODUCTS AND BRANDSAmul Milk Dahi GheeMilk PowderNutramulMithai RangeMithai MateChocolatesFresh CreamPouch Butter MilkRecipesBread SpreadsCheeseUHT MilkBeverage RangeAmul PROIce CreamPaneer

AMUL PATTERN

Sales and Revennues Amul`s turnover reachedRs.19,100 crore or $3.2 billion.

Its daily milk procurement is approx 13.18 million lit per day from 17,025 village milk cooperative societies, 17 member unions covering 31 districts, and 3.23 million milk producer members

Total Milk handling capacity per day23.2 Million litres per dayMilk Collection (Total - 2013-14)4.79 billion litresMilk collection (Daily Average 2013-14)13.18 million

Leveraging several marketing and technological innovations as well as its enhanced distribution reach, GCMMF closed the year with a turnover of Rs.13,735 crore, 18 per cent more than the turnover ofRs.11,668 crore in 2011-12.

Product Description (Amul Icecream) PRODUCT DETAILS Product Name:- Amul Ice Cream PackingCone:-120 ml, 100ml, 80 ml & 50 mlCup:- 125 ml, 100 ml, 80 ml, 90 ml & 40 mlPlastic Container :-1 liter, 750 ml, 500 ml, 125 ml, 100 ml, 80 ml & 60 mlStick:-70 ml, 60 ml, 40 mlTake Home Bulk / catering packs:- (5 litre, 4 litre), take home packs (2.2 litre, 1.5 litre, 1.25 litre, 1 litre), combo packs (750 ml+750ml Free) and family packs (500 ml, 250 ml)

Shelf Life:- Ice Candies, Plain flavor(No added nut, fruit, fruit pulp, topping etc.) - 12 Months
Nuts/FruitFlavour-6Months
Ice Cream Cake- 4 MonthsStorage condition:- 18C or below

Amul Ice Cream was launched on 10th March, 1996 in Gujarat.The portfolio consisted of impulse products like sticks, cones, cups as well as take home packs and institutional/catering packs.

It has combated competition like Walls, Mother Dairy and achieved the No 1 position in the country. This position was achieved in 2001 and it has continued to remain at the top.

Today the market share of Amul ice cream is 38% share against the 9% market share of HUL, thus making it 4 times larger than its closest competitor.

Market share & competitorsIn value terms, the organized segment of India's Rs 3,000-crore ice cream market has been growing at 19.5 per cent a year for the last five years

Amul's market share is around 38-39 per cent of the total ice cream market in volumes. With a turnover of Rs 500 crore, it accounts for around 28 per cent in value share

Amul Ice Cream faces stiff competition from Kwality Walls, Mother Dairy and other regional brands With increasing competition

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Amul probiotic and sugar free ice creamIn January 2007, Amul introduced SUGAR FREE & ProLife Probiotic Wellness Ice Cream, which was a first in India.

This range of SUGAR FREE, LOW FAT Diabetic Delight & ProLife Probiotic Wellness Ice Cream is created for the health conscious.

CONTINUED..its pro-biotic ice creams that have live beneficial culture that confer beneficial health effects such as improving immunity and digestion and strengthening bones

While Amul had earlier tested this market segment through the launch of an isabgol-enriched ice cream, this is company's first full-fledged attempt at capturing a good share of the pro-biotic enriched foods market in India. Both the brands are available in 125 ml (Rs 15), 500 ml and 1.25 litre (Rs 120) packs :- vanilla with chocolate sauce, strawberry, chocolate, shahi anjir .

RESEARCH & SCOPE RESEARCH PROBLEM:- Increase the awareness level of AMUL PROLIFE & SUGARFREE ICECREAM.Seek the general perception of consumer towards AMUL ICECREAM To find the performance of AMUL ICECREAM vis--vis other Brands.To know the consumer psyche and their behavior towards AMUL PROLIFE & SUGAR FREE ICECREAM.

Scope of the Study:-

This study will help in comprehensive analysis of Amul`s Prolife& Sugar free ice cream in the ice-cream market

Data Collection & SamplingSources of the data collection: -Primary sources:- Information by company personal, Reliance fresh outlets &APOS Suggestions by Distributor in the east delhi area

Secondary sources: - www.amul.com www.google.com

Data collection tools :- questionare

CONTINUED..Sampling Technique: - Sampling technique is the simple random sampling

Sample size:- Sample size was of 150 Consumers from East Delhi however no of responses were 99 .

RESEARCH OBJECTIVE:- To know awareness of people towards Amul Prolife & Sugar free Ice cream

Data analysis method:- Graphical method , factor analysis ,reliability test ,t- test .

Area of survey:- East Delhi (North East Delhi).

Internal Consistency TestIterative item to total correlation was applied on the responses received. The items having higher correlationcoefficient value than the cut off value (i.e. 0.19422) were retained for further analysis. There were 12 out of 12 items is in the final set.

Items Computed corelated valuesConsistency/InconsistencyAccepted or dropped LIKE0.8035CONSISTENTACCEPTEDPRICE0.722595CONSISTENTACCEPTEDVARIETY0.806743CONSISTENTACCEPTEDAVAILABILITY0.80172CONSISTENTACCEPTEDVALUE FOR MONEY0.7568CONSISTENTACCEPTEDPREFERENCE0.8342CONSISTENTACCEPTEDDISCOUNT0.8143CONSISTENTACCEPTEDCONSUMPTION0.8356CONSISTENTACCEPTEDHEALTHY0.7365CONSISTENTACCEPTEDHEALTH CONSCIOUS0.83012CONSISTENTACCEPTEDADVERTISEMENTS0.742849CONSISTENTACCEPTEDTASTE0.834655CONSISTENTACCEPTED

Continued .RELIABILTY TEST :-So, the reliability factor of the questionnaire is justified by Cronbachs Alpha test which is more than 0.6Reliability Statistics

KMO and Bartlett's Test

As KMO value is 0.903, or more than 0.5, factor analysis done gives appropriate values.

Cronbach's AlphaCronbach's Alpha Based on Standardized ItemsN of Items.949.95012

Kaiser-Meyer-Olkin Measure of Sampling Adequacy..903Bartlett's Test of Sphericity approx chi square--- df sig 918.40366.000

Factor analsys So, all the above factors have emerged as important factors

Factor nameEigen valueVARIABLE CONVERGENCELOADING VALUETOTAL% OF VARIANCEFEATURES7.75051.669Like.842Availability.841Taste.837consumption.837Preference.834health_concious.827Variety.824Discount.814Price.755value_for_money.751Ads.734Healthy.727AGE1.2518.339Age.875DEMOGRAPHY 1.143 7.620Gender.447Income.901TOTAL VARIANCE % 67.628

T test PAIRED t -Test:

1 : Knowledge2 : Awareness of amul probioticH0 : 1 = 2H1 : 1 2 (As value of sig. is more than 0.05, we are accepting H0.)

PAIR

lower95% Confidence Interval of the Difference uppertdfSig. (2-tailed)Knowledge awareness of amul pro-biotic.022.2012.46198.016

Interpretation of paired t - test :-There is no mean difference between knowledge of presence of pro-biotic ice creams and awareness of amul pro-biotic. People are equally aware of both.CROSS-TABSH0 : There is no difference between gender and health consciousness.H1 : There exists a difference in opinion between gender and health consciousness.

Approx sig. is greater than 0.05, so accepting H0.INTERPRETATION:
So, it is thus seen that both male and female are health conscious.

ValuedfAsymp. Sig. (2-sided)Pearson Chi-Square1.190a4.880Likelihood Ratio1.1954.879Linear-by-Linear Association.1961.658N of Valid Cases97

Findings & limitationLake of Awareness in consumers. Many people are not know about Amul Prolife Sugar free ice-cream specially children and old people.When I interviewed people then many of the people cannot recall Amul ice cream advertisement. It shows Lake of Promotion ActivityThere is lake of Sales Promotional Activities i.e. , extra weight, quiz contest etc.

Mother Dairy and Kwality walls is main competitor and strategically better performer then Amul.The prices of AMUL Prolife & Sugar free ice cream as par with same other AMUL ice creamNon-cooperative approach and rude behavior of the respondents.As summer training is going under summer season so sometimes people are less interested in filling up questionnaireWhen I interviewed children and teenagers, sometimes they use to give answers under the influence of their parents or elders.

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