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CUSTOMER BONDING TOWARDS AMUL MILK & MILK PRODUCTS IN ANAND DISTRICT
Project Report Su !"tte#
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[USN: 1HM07MBA44]
Sohelahmed S
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MILK PRODUCTS IN ANAND DISTRICT 0$r a #er/$! $0 A :ee*s s"--ess0"66'.
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INDUSTRY PROFILE: 'airy i" a p#ace .here hand#ing of mi#k and mi#k product" i" done and techno#ogy refer" to the app#ication of "cientific kno.#edge for practica# purpo"e". 'airy techno#ogy ha" $een defined a" that $ranch of dairy "cience, .hich dea#" .ith the proce""ing of mi#k and the manufacture of mi#k product" on an indu"tria# "ca#e. he dairy "ector in the India ha" "ho.n remarka$#e de(e#opment in the pa"t decade and India ha" no. $ecome one of the #arge"t producer" of mi#k and (a#ue5added mi#k product" in the .or#d. he dairy "ector ha" de(e#oped through co5operati(e" in many part" of the State. 'uring &778579, the State had :; mi#k proce""ing p#ant" .ith an aggregate proce""ing capacity of <.9 mi##ion #itre" per day. In addition to the"e proce""ing p#ant", &+- Go(ernment and -- co5operati(e" mi#k chi##ing center" operate in the State. A#"o India today i" the #o.e"t co"t producer of per #itre of mi#k in the .or#d, at +8 cent", compared .ith the 6.S= :- cent", and >apan?" @+.9 do##ar". A#"o to take ad(antage of thi" #o.e"t co"t of mi#k production and increa"ing production in the country mu#tinationa# companie" are p#anning to e1pand their acti(itie" here. Some of the"e mi#k producer" ha(e a#ready o$tained Aua#ity "tandard certificate" from the authoritie". hi" .i## he#p them in marketing their product" in foreign countrie" in proce""ed form. he ur$an market for mi#k product" i" e1pected to gro. at an acce#erated pace of around --B per annum to around C"./-,<;; crore" $y year +;;<.
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 1,
hi"
)Dro3ected* +;+; E +/; mi##ion tonne" 01pected to reach5 ++; to +<; mt E +;+; India contri$ute" to .or#d mi#k production ri"e from &+5&< B F it .i## increa"e up to -;5-<B )year +;+;* (or#d=" Ma3or Mi#k Producer" Cou!tr) India Bra4i# Cu""ia Germany Grance Daki"tan 6SA 6K 6kraine Do#and He. Iea#and Hether#and" Ita#y Au"tra#ia '&&'-&* 9& 8< -/ +8 +/ +& 8& &/ &< &+ && && &; 7 (Million MTs) '&&*-&+ ,-ppro./0 9/.< 88 -+8 +/ ++ 8& &/ &/ &+ &+ && &; &;
Re"earch and De(e#opment in Dairy Indu"try% he re"earch and de(e#opment need to the dairy indu"try to de(e#op and "ur(i(e" for #ong time .ith $etter "tatu". he (ariou" in"titute and mi#k dairy companie" CF' re"u#t" pro(ide $a"e for today?" indu"try gro.th and de(e#opment. he re"earch and de(e#opment of product" of dairy, #ike yogurt and chee"e market re"earch and company report" pro(ide" in"ight" into product and market trend", ana#y"i" opportunitie", "a#e" and marketing "trategie" .i## he#p #oca# mi#k union" to de(e#op and "pread .or#d .ide through o$taining thi" kno.#edge. Specific on market "hare, "egmentation, "i4e and gro.th in the 6S and g#o$a# market" are a#"o he#p" indu"try to e1pand it" market .or#d.ide e(en "ma## union a#"o. De(e#opment of Food Proce""ing Indu"try% he food proce""ing indu"try "ector in India i" one of the #arge"t in term" of production, con"umption, e1port and gro.th pro"pect". he go(ernment of accorded it i" a high priority, .ith a num$er of fi"ca# re#ie(e" and incenti(e", to encourage commercia#i4ation and (a#ue addition to agricu#ture produce, for minimi4ing har(e"t .a"tage, generating emp#oyment and e1port gro.th. Good proce""ing indu"try i" pro(iding $ack$one "upport to the mi#k indu"try. he de(e#opment food product" $y u"ing mi#k can gi(e good market opportunitie" to produce" mi#k. Product" and Indu"try Statu"% Among the product" manufactured $y organi4ed "ector are Ghee, Butter, ,hee"e, Ice5,reame", Mi#k po.der", Me#ted mi#k food, Infant food, conden"ed mi#k etc.. "ome mi#k product" #ike ,a"ein and Lacto"e are a#"o $eing manufactured #ate#y. product" #oca##y.
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 14
In(e"tment Potentia# in Mi#k Product"% At the pre"ent rate of gro.th, India i" e1pected to o(ertake the 6S in mi#k production $y the year +;&;, .hen demand i" e1pected to $e o(er &+<.:7 m#.tn. Being #arge#y imported, manufacture of ca"ein and #acto"e ha" good "cope in the country. 01port" of mi#k product" ha(e $een decentra#i4ed and e1port in +;;<5 +;&; i" e"timated at 8&.98< cr. Production of Mi#k in India% he fact" and figure" here "ho.n are ca#cu#ated on the $a"i" of percentage increa"e" pear year. Year &77-57/ &77/57< &77<57: &77:578 &778579 &779577 &7775;; +;;;5;& +;;&5;+ +;;+5;+;;-5;/ Produ tio! i! #illio! MT :&.+ :-.< :<.; :9.; 8&.; 8/.< 89.; 9&.<& 9<.&8 97.; 7-.;
AM6L "tand" for, AL -nand M L Mi#k 6 L Union L L Limited. Mi#e"tone of -mu#% Hame Grom Location Cegi"tratio n Cegi"tered Si4e D#ant Karia di"trict co5operati(e mi#k producer?" #td, .ide#y kno.n a" !Amu#2 ,o5operati(e "ector regi"tered under the co5operati(e "ociety act Amu# dairy, nr, rai#.ay "tation, Amu# dairy road, Anand Gu3arat , India &/th 'ecem$er, &7/: Kaira di"trict co5operati(e mi#k producer?" #td, Anand 5-99 ;;&. Gu3arat Droduction of different product" on #arge "ca#e, co##ecting 7 to &< #akh #iter" mi#k e(eryday F producing mi#k product". here are / p#ant" &* Amu# D#ant Banker +* Kan3ari D#ant -* Mogar D#ant /* Khatra3 D#ant &. he Kaire 'i"trict ,enter ,o5Kperati(e Bank Ltd. +. 6 I $ank -. SBI /. Bank of Baroda <. ,orporation $ank :. Bank of
Amu# )Anand mi#k union #td.* i" a$a"ed on four hand", .hich are coordinated .ith each other. he actua# meaning of thi" "ym$o# i" co5ordination of four hand" of different peop#e $y .hom thi" union i" at the top po"ition in A"ia. o Gir"t hand i" of farmer", .ithout .hom the organi4ation .ou#d not ha(e e1i"ted. o Second hand i" of proce""or", .ho proce"" the ro. materia# )mi#k* into fini"hed good". o hird hand i" of marketer, .ithout .hom the product .ou#d ha(e not reached the cu"tomer" o Gourth hand i" of cu"tomer", .ithout .hom the product" .ou#d ha(e not carried on.
Dro(ide a "upport "y"tem to the mi#k producer" .ithout di"tur$ing their agro5economic "y"tem" 0(en though, gro.ing .ith time and on "ca#e, it ha" remained .ith the "ma##e"t producer mem$er". In that "en"e, Amu# i" an e1amp#e par e1ce##ence, of an inter(ention for rura# change.
Bring at the command of the rura# mi#k producer" the $e"t of the techno#ogy and harne"" it" fruit for $etterment Droduce an appropriate $#end of the po#icy maker" farmer" $oard of management and the profe""iona#"% each group appreciating it" ro#e" and #imitation" D#ough $ack the profit", $y prudent u"e of men, materia# and machine", in the rura# "ector for the common good and $etterment of the mem$er producer" and
he 6nion #ook" after po#icy formu#ation, proce""ing and marketing of mi#k, pro(i"ion of technica# input" to enhance mi#k yie#d of anima#", the artificia# in"emination "er(ice, (eterinary care, $etter feed" and the #ike 5 a## through the (i##age "ocietie". he (i##age "ociety a#"o faci#itate" the imp#ementation of (ariou" production enhancement and mem$er education program" undertaken $y the 6nion. he "taff of the (i##age "ocietie" ha" $een trained to undertake the (eterinary fir"t5aid and the artificia# in"emination acti(itie" on their o.n.
-chie(ement" O a.ard"%
Amul a co5operati(e "ociety and it" co5operation ha" #ed many different a.ard" in it" fa(or. Mag"ay"ay a.ard for community #eader"hip pre"ented in mani#a, Dhi#ippine" to Shri ri$hu(anda" Date#, Shri ' H Khurody and Shri V. Kurien
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR ,+
Amul Lite
Kool Koko
#o$der Milk Amul Spra !ood %nfant Milk Amul %nstant !ull Cream Milk #o$der
A dairy in your ho"e
'hich is especially useful for diet preparations or for use &y people on low calorie and high protein diet.
Amul Calci)
The /reat Swiss Cheese fro" A"ul, has a sweet!dry flavour and ha0elnut aro"a
'ouda Cheese
Cooking Butter
Mithai Mate
Sweetened Condensed $ilk ! 4ree flowing and s"ooth te3ture. 'hite to crea"y color with a pleasant taste.
Masti Dahi
Amul Shrikhand
Amul Chocolates
Amul Lassee
Amul Basundi
Many companie" are aiming for high "ati"faction $ecau"e cu"tomer" .ho are 3u"t "ati"fied "ti## it find it ea"y to ".itch .hen $etter offer come" a#ong. ho"e .ho are high#y "ati"fied are much #e"" ready to ".itch. High "ati"faction create" an emotiona# $ind .ith the $rand not 3u"t a rationa# preference. he re"u#t i" high#y cu"tomer #oya#ty. Hence an attempt ha" $een made to identify the cu"tomer attitude and "ati"faction on Amu# Mi#k Droduct" B. OB>0, IV0S KG TH0 S 6'P hi" pro3ect i" $a"ed on con"umer "ati"faction to.ard" Amu# Mi#k and Mi#k product" in Anand. K$3ecti(e" of "tudy areQ &. +. -. o kno. the cu"tomer $eha(ior and to identify the #e(e# of cu"tomer "ati"faction to.ard" Amu# o offer pragmatic "ugge"tion for gro.th and de(e#opment of Amu# product". o kno. the (ariou" marketing mi1 that inf#uence the cu"tomer $eha(ior. ,. S,KD0 KG TH0 S 6'P ,u"tomer "ati"faction i" an important e#ement in the marketing acti(ity. hi" cu"tomer "ati"faction decide" the fate of the product and organi4ation. here i" (ariou" factor" inf#uence to the cu"tomer "ati"faction. he"e factor" are,
C2-PTER > *
hi" $ond re"u#t" from effecti(e one5on5one communication, mutua##y5 $eneficia# interaction, the company=" genuine intere"t and in(o#(ement in the cu"tomer=" #ife and #ife"ty#e, a com$ination of cu"tomer a##egiance and company ad(ocacy, and a "hared "en"e of purpo"e. ,u"tomer #oya#ty de(e#op" from per"ona# re#ation"hip" and tru"t $et.een the company and the cu"tomer o(er time. hi" inc#ude" keeping cu"tomer" in(o#(ed throughout the product #ifecyc#e a" .e## a" de(e#oping product" andSor "er(ice" to meet changing cu"tomer need" and de"ire". -MAC0H0SS he art of earning cu"tomer J"hare5of5mindJ in(o#(e" creating an impre""ion of per"ona# identification .ith the company=" product" andSor "er(ice". hi" fir"t "tage, a.arene"", repre"ent" the .eake"t a"pect of a re#ation"hip $ecau"e it i" non5interacti(e and depend" entire#y on the cu"tomer=" perception I'0H I P he identification "tage occur" .hen a potentia# cu"tomer a"k" the Aue"tion, JMhat=" in it for meTJ
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR =A
R0LA IKHSHID At thi" "tage, the cu"tomer recei(e" the $enefit of product" andSor "er(ice" tai#ored "pecifica##y to hi" indi(idua# need" )at #ea"t a" near#y a" the company can pro(ide*. Knce a cu"tomer interact" .ith the company, repeated e1perience" of indi(idua# cu"tomer "ati"faction take on "ignificant importance. ,u"tomer" e1pect that product" .i## .ork and that they .i## recei(e good "er(ice. ,u"tomer de#ight re"u#t" #arge#y from ho. a product i" "o#d and i" "er(iced a" .e## a" ho. the company re"pond" to inAuirie" and "o#(e" pro$#em". CKMM6HI P ,u"tomer $onding reAuire" high #e(e#" of effecti(e interaction. Mhen the company integrate" it" product" and "er(ice" into the #ife and #ife"ty#e of it" cu"tomer", communa# $onding occur". he community re#ation"hip "tage achie(e" an integration of (a#ue", preference" and prioritie" $et.een cu"tomer and company .here each deri(e" mutua# $enefit. ,ompanie" that achie(e thi" type of #oya#ty con"i"tent#y de#ight their cu"tomer".
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR =7
Market Segmentation%
he proce"" of ta#king the tota# heterogeneou" market for a product F di(iding it in to "e(era# "u$ market" each .hich tend to $e homogeneou" in a## "ignificance". here are fe. $a"e" for "egmentation market", ,u"tomer characteri"tic" ,on"umer re"pon"e" he ma3or "egmentation (aria$#e" for con"umer" market" are, o Geographic "egmentation )nation, "tate, country, city* o 'emographic "egmentation )age, fami#y, re#igion, generation, nationa#ity, "ocia# c#a""* o D"ychographic )#ife "ty#e, per"ona#ity F "tatu" c#a""* o Beha(iora# )occupation, $enefit", u"er", #oya#ty, * he"e (aria$#e" can $e u"ed "ing#y or in com$ination, $u"ine"" marketer u"e a## the"e (aria$#e a" a#ong .ith operating (aria$#e", purcha"ing approache", "u$"tantia#, acce""i$#e, differentia$#e, F actiona$#e.
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR =B
Concept F Need for Studying Con"umer 1eha(ior% ,on"umer $eha(ior can $e "aid to $e the "tudy of ho. indi(idua# make deci"ion on ho. to "pend their a(ai#a$#e re"ource" )time, money, effort* on (ariou" con"umption re#ated item". hi" "imp#e definition of con"umer $eha(ior te##" the market" to re"o#(e e(ery acti(ity around the u#timate con"umer" F gauge their $eha(ior $y "pecia##y focu"ing on% o Mho $uy" product" or "er(ice"T o Ho. do they $uy product" or "er(ice"T o Mhere do they $uy themT o Ho. often they $uy themT o Mhy do they $uy themT o Ho. often they u"e themT he"e Aue"tion" .i## he#p in under"tanding $etter .hat factor" inf#uence" the deci"ion making proce"" of the cu"tomer". he deci"ion making proce"" identifie" the num$er of peop#e .ho are in(o#(e in thi" proce"" F de"cri$e" a ro#e to them #ike u"er", decide", inf#uence" F $uyer".
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 40
1rand"% Brand" .ere origina##y de(e#oped a" #a$e#" of o.n "hip% Hame erm 'e"ign and Sym$o#. Ho.e(er, they today it i" .hat they for peop#e that matter" much more, po.erfu# $rand" can dri(e "ucce"" in competiti(e and financia# market", and indeed $ecome the organi4ation?" mo"t (a#ua$#e a""et". 1rand Loya#ty% It ha" $een proc#aimed $y "ome to $e the u#timate goa# of marketing. In marketing, $rand #oya#ty con"i"t of a con"umer?" commitment to repurcha"e the $rand and can $e demon"trated $y repeated $uying of a product or "er(ice or other po"iti(e $eha(ior" "uch a" .ord of mouth ad(ocacy. rue $rand #oya#ty imp#ie" that the con"umer i" .i##ing, "t #ea"t on occa"ion, to put a"ide their o.n de"ire" in the intere"t of the $rand.
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 4,
Cu"tomer Focu"% Many companie" today ha(e a cu"tomer focu" )or cu"tomer orientation*. hi" imp#ie" that the company focu"e" it" acti(itie" and product" on con"umer demand". Genera##y there are three .ay" of doing thi"% the cu"tomer dri(en approach, the "en"e of identifying market change" and the product inno(ation approach. In the con"umer dri(en approach, con"umer .ant" are the dri(er" of a## "trategic marketing deci"ion. Ho "trategy i" pur"ued unti# it pa""e" the te"t of con"umer re"earch. 0(ery a"pect of a market offering, inc#uding the nature of the product it"e#f, i" dri(en $y the need" of potentia# cu"tomer". point i" a#.ay" con"umer. he "tarting he rationa#e for thi" approach i" that there i" no
point "pending CF' fund" de(e#oping product" that peop#e .i## not $uy. Hi"tory atte"ted to many product" that .ere commercia# fai#ure in "pite of $eing techno#ogica# $reakthrough".
Cu"tomer Loya#ty%
!It take" a #ot #e"" money to increa"e your retention of current than to find ne. one" $ut I kno. I don?t gi(e it a" much effort a" I "hou#d $ecau"e it doe" take a #ot of energy and effort2
Chapter-+
4ender%
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 44
,#a""ification of ,u"tomer" Ba"ed Kn Se1 Se1 Ma#e Gema#e tota# Ho. of re"pondent" Dercentage B -< :< &;;
a$#e no <.&
Interpretation%
-<B of the re"pondent" are ma#e and :<B of the re"pondent" are fema#e. Grom the a$o(e ta$#e .e can conc#ude that, the ma3ority of the re"pondent" .ere $e#ong" to fema#e group.
Male Fe#ale
Occupation% Kccupation i" a#"o inf#uence" a per"on?" con"umption pattern. A $#ue co##ar .orker .i## $uy .ork c#oth", .ork "hoe" and #unch $o1e". Simi#ar#y the Amu# Mi#k and Mi#k product" are purcha"ed $y (ariou" occupant". fo##o.ing occupant" of the re"pondent" are c#a""ifie" for the data co##ection. he
Ana#y"i" of Kccupation of the Ce"pondent" Kccupation Bu"ine"" 0mp#oyee Hou"e .ife Kther" Ho. of. re"pondent" +; &; :< ;< Dercentage B +; &; :< ;<
&;;
7o.of respondents
76 :6 96 46 86 ;6 56 6
:%
'& 1& %
OCCUP-TION
Graph No.5.2
Income% Income decided the purcha"ing po.er of the cu"tomer. If the income i" high then, they go for high Aua#ity irre"pecti(e of price of the product. Hence in thi" re"earch I #ike to co##ect the data ho. income i" inf#uence to purcha"e Amu# Mi#k and Mi#k product". Ana#y"i" of Month#y Income of the Ce"pondent"
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 47
46 89 86 ;9 ;6 59 56 9 6
NO/OF RESPONDENTS
Purcha"ing Factor%
Ana#y"i" of Gactor" to Buy AM6L Mi#k and Mi#k Droduct" Gactor" Nua#ity Brand image Drice 0a"y a(ai#a$i#ity Kther" ota# U Ho. of Ce"pondent" -9 +9 +; &/ Hi# &;; Source% Drimary 'ata Table no: 5.4 Dercentage B -9 +9 +; &/ Hi# &;;
3rice
Ea)y a"aila2ility
1actor)
Graph no 5.4 Interpretation% -9B of re"pondent" $uying AM6L Mi#k F Mi#k product" for it" Good Nua#ity, +9B of re"pondent" u"e for it" Band Hame,+;B of it" Drice con"ideration, &/B of it" ea"y a(ai#a$i#ity of re"pondent" $uying AM6L Mi#k F Mi#k product". @ua#ity% ,ompany ha" t.o re"pon"i$i#ity in a Aua#ity centered. Gir"t, they mu"t participate in formu#ating "trategie" and po#icie" de"igned to he#p the company .in through tota# Aua#ity e1ce##ence. Second they mu"t de#i(er marketing Aua#ity a#ong"ide production Aua#ity. hi" he#p" to company to attract more
Graph no.5.5 Re"pondent" Con"umption @ua#ity% ,on"umption Aua#ity i" (arying .ith (ariou" re"pondent". Some of cu"tomer they $uy #e"" Auantity and "ome them huge Auantity depend" upon reAuirement and num$er of peop#e in their hou"e". he data i" co##ected to kno. the (ariou" con"umption pattern". Ana#y"i" of ,on"umption of A(erage Mi#k per 'ay ,on"umption & Liter +5/ Liter More than / Liter" ota# Ho. of Ce"pondent" 8; &; +; &;; Source"% Drimary 'ata Table no: 5.6 Dercentage )B* 8; &; +; &;;
76 :6 96 46 86 ;6 56 6
76
0o. of -e)$ondent)
Graph no.5.6
Interpretation% 8;B of the re"pondent" are con"uming one #iter per day. &;B of the re"pondent" are con"uming t.o to four #iter per day. +;B of the re"pondent" are con"uming more than four #iter" per day. Grom the a$o(e ta$#e .e can conc#ude that ma3ority of the re"pondent" .ere con"uming one #iter per day.
Purcha"e Duration% Cepeat purcha"e .i## he#p to kno. .hat cu"tomer #oya#ty to.ard" Amu# Mi#k F mi#k product". Mhen con"umer repeated#y purcha"e" the product, it i" under"tood that they are "ati"fied .ith the product". he fo##o.ing data "ho. the (ariou" "tatu"e" of the re"pondent". Ana#y"i" of Durcha"e 'uration of the AM6L Mi#k F Mi#k Droduct" 'uration : Month" &5+ Pear" -5/ Pear" More than / year" ota# Ho. of Ce"pondent" ;< &< +; :; &;; Source"% Drimary 'ata Table no: 5.7 Interpretation% A" per the data gathered, out of &;; re"pondent", ;<B of the re"pondent" $uying "ince #a"t "i1 month", &<B of the re"pondent" from one to t.o year", +; B of the re"pondent" from three to four year", :;B of the re"pondent" $uying AM6L Mi#k F Mi#k product" from more than four year". Grom the a$o(e ta$#e .e can conc#ude that ma3ority of the re"pondent" con"uming AM6L Mi#k F Mi#k product" more than four year". Dercentage )B* ;< &< +; :; &;;
0o.of -e)$ondent)
;6
/ on)um$tion
Graph no: 5.7 Opinion to.ard" Product"% he $eha(ior of u"er" after hi" commitment to a product ha" $een co##ected .ith re"pect product and term" of "ati"faction .ith rating "ca#e. he fo##o.ing are the data o$tained re#ated to AM6L Mi#k F Mi#k product". Ana#y"i" of Cating to.ard" AM6L Mi#k F Mi#k product" Cating" 01ce##ent Good A(erage Door Ho. of Ce"pondent" +< /9 ++ ;< Dercentage )B* +< /9 ++ ;<
No.of Respondents
25
22
Rating
Graph no.5.8
Common Comp#aint"% A cu"tomer centered organi4ation make" it .ay" for it" cu"tomer to de#i(er "ugge"tion and comp#aint". Many firm" pro(ide form for co##ecting feed$ack on product" and "ome time cu"tomer comp#aint" and "ugge"tion a$out product". In thi" "ur(ey, common pro$#em" rai"ed $y the cu"tomer or not. Ana#y"i" of pro$#em" in Amu# Mi#k Droduct" Kpinion" Pe" Ho ota# Ho. of Ce"pondent" &; 7; &;; Source"% Drimary 'ata Table no: 5.9 Interpretation% Kn#y &;B of the re"pondent" "aid that that there i" no pro$#em i" AM6L Mi#k F Mi#k product". 7;B of the re"pondent" are "aid that no pro$#em" in AM6L Mi#k F Mi#k product". Grom the a$o(e ta$#e .e can conc#ude that ma3ority that the re"pondent" are not ha(ing any pro$#em" in AM6L Mi#k F Mi#k product". Dercentage )B* &; 7; &;;
Purcha"ing P#ace% Durcha"e p#ace i" a#"o important to kno. .here u"er" choo"e their purcha"e point. hi" he#p" to marketer to de"ign (ariou" promotion and he data i" co##ected to kno. the (ariou" purcha"e di"tri$ution programme". p#ace and a(ai#a$i#ity. Ana#y"i" of A(ai#a$i#ity of Droduct" from 'ea#er" 0a"i#y A(ai#a$#e Pe" Ho ota# Ho. of Ce"pondent" 7< ;< &;; Source"% Drimary 'ata Table no: 5.10
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR +.
100 80 (0 40 20 0
'5
5 )es
Opinions
No
Opinion" to.ard" Product"% he $eha(ior of u"er after hi"Sher commitment to a product ha" $een co##ected .ith re"pect product" term" of "ati"faction .ith rating "ca#e. fo##o.ing are the data o$tained re#ated to AM6L Mi#k F Mi#k product" he
Aa#ue for the Money% ,on"umer" a#.ay" think .hi#e paying price to the product" "uch a" ho. much .e are paying to.ard" product" and ho. much .e are getting. hi" data i" gathered to kno. .hat (a#ue they are recei(ing from the AM6L Mi#k F Mi#k product". Ana#y"i" of Va#ue for Money Daid $y the Ce"pondent" Ce"pon"e Pe" Ho ota# Ho. of Ce"pondent" 7: ;/ &;; Source"% Drimary 'ata Table no: 5.11 Interpretation% 7:B of the re"pondent" fee# that they get the (a#ue for money they paid. Kn#y ;/B of the re"pondent" fee# that they are not getting the (a#ue for money .hat they paid. Grom the a$o(e ta$#e .e can conc#ude that ma3ority of the re"pondent" are agreed that they are getting the (a#ue for money they paid. Dercentage )B* 7: ;/ &;;
No. of
Responce
Graph no: 5.11 Inf#uence to Other" to 1uy Product"% Do"t e1perience F $enefit" .i## he#p organi4ation in o$taining the additiona# "a#e. In thi" connection feed$ack it" act a" an inf#uence to other" to adopt the product the u"er "ur(ey ha" conducted to identify .hat an e1tent u"er recommend" to other". he data ha" $een e1tracted F it i" a" fo##o.". Ana#y"i" of Cecommendation" Cecommended Pe" Ho ota# Ho. of Ce"pondent" 7< ;< &;; Source"% Drimary 'ata Table no: 5.12 Dercentage )B* 7< ;< &;;
100 80 (0 40 20 0
'5
5 )es
opinions
No
a$#e no% <.&+ Interpretation% 7<B of the re"pondent" .ere "ati"fie" .ith the AM6L Mi#k F Mi#k product". ;<B of the re"pondent" .ere not "ati"fie" .ith the AM6L Mi#k F Mi#k product". Grom the a$o(e ta$#e .e can conc#ude that ma3ority of the re"pondent" .ere "ati"fied .ith the AM6L Mi#k F Mi#k product".
Ce"earch Methodo#ogy% ,.C.Kothari , +nd edition. S.H Murty and 6 Bho3anna Me$"ite Addre""%
www.a"ul.co"
,% G% 0%
Se1% Age%
Ma#e% V V W
Gema#e V
+. Mhich product you are $uyingT -. Mhat i" the mo"t important factor that matter" .hi#e $uying an Amu# productT a. Nua#ity% V W $. Drice% V W c. Ser(ice% V W
/. Ho. did you come to kno. a$out the Amu# productT a. By friend"Sfami#y% V c. Dre"" Ad"% e. .V. Ad"% V V W W W $. 'irect mai#er"% V W W
d. Ceference .e$"ite% V
c. Late"t S Ad(anced% V
:. Are you "ati"fied .ith the Aua#ity of the productT a. Pe"% V W $. Ho% V W
8. 'o you think the price of Amu# product i" high S #o. compared to competitor?" productT a. Very good% V c. A(erage% V W W $. High% V d. Same% V W W
c. Meek#y% V
d. Kcca"iona##y% V
7. Mhat i" your opinion a$out the performance of Amu# productT a. Kut"tanding% V c. Good% V W W $. e1ce##ent% V d. A(erage% V W W
&;. 'o the (ariou" "cheme" S promotiona# acti(itie" affect your purcha"e p#an"T a. Pe"% V W $. Ho% V W
'ate% S