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The Taste of India A PROJECT REPORT ON

CUSTOMER BONDING TOWARDS AMUL MILK & MILK PRODUCTS IN ANAND DISTRICT
Project Report Su !"tte#

B$ Mr. Saiyed Sohelahmed S


[USN: 1HM07MBA44]

Under the guidance of


Internal Guide: Mr. Vinayak Kammar, #ect. e$artment of M%&, (&dmini)trati"e* +MSI!, !umkur. &MU#, &nand (Gu,arat* In the partial Fulfillment of the requirement for the award of the degree in MBA External Guide: Mr. G. .!ri"edi, Sr.'fficer

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Dep(rt!e*t o+ M(*('e!e*t Stu#"e,


H.M.S.INSTITUTE OF TECHNOLOGY NH-4 Kesar a!" #$s%& K'a%(sa)!ra, T" *"r-+7,104
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 1

The Taste of India Mar-( ,00.

/E-!I1I/&!E %. !+E GUI E

T(/s /s %$ -er%/0' %(a% Mr. Saiyed Sohelahmed S a 1$)a0/e! s%"!e)% $0 I2 Se MBA 1ear/)3 USN:1HM07MBA44 (as -arr/e! $"% %(e S" e)%/%6e! A STUD- ON
PRODUCTS IN ANAND DISTRICT ")!er

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CUSTOMER BONDING TOWARDS AMUL MILK & MILK

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Signature Guide,

of

the

Mr. Vinayak Kammar, Lecturer, MBA dept. HMSI , umkur.

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR ,

The Taste of India

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ar' Ge)era6 I)%r$!"-%/$) I)%r$!"-%/$) %$ %(e T$#/ ;r$0/6e $0 %(e I)!"s%r' C$ #a)' ;r$0/6e ;r$!"-% ;r$0/6e

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, = 4 +

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DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR =

The Taste of India

#i)t of !a2le): Ta16e )$. +.1 +., +.= +.4 +.+ +.A +.7 +.B +.. +.10 +.11 +.1, C$)%e)%s
C6ass/0/-a%/$) $0 C"s%$ ers Base! O) Se< A)a6's/s $0 O--"#a%/$) $0 %(e 5es#$)!e)%s A)a6's/s $0 M$)%(6' I)-$ e $0 %(e 5es#$)!e)%s A)a6's/s $0 Fa-%$rs %$ B"' AMUL M/6* a)! M/6* ;r$!"-%s O#/)/$) $0 %(e 5es#$)!e)%s 5e3ar!/)3 @"a6/%' A)a6's/s $0 C$)s" #%/$) $0 A7era3e M/6* #er >a' A)a6's/s $0 ;"r-(ase >"ra%/$) $0 %(e AMUL M/6* 8 M/6* ;r$!"-%s A)a6's/s $0 5a%/)3 T$:ar!s AMUL M/6* 8 M/6* #r$!"-%s A)a6's/s $0 #r$16e s /) A "6 M/6* ;r$!"-%s A)a6's/s $0 A7a/6a1/6/%' $0 ;r$!"-%s 0r$ >ea6ers A)a6's/s $0 2a6"e 0$r M$)e' ;a/! 1' %(e 5es#$)!e)%s A)a6's/s $0 5e-$ e)!a%/$)s

;a3e )$. == =+ =A =B =. 40 4, 4= 4+ 4A 4B 4.

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 4

The Taste of India

#i)t of Gra$h): Gra#( )$. +.1 +., +.= +.4 +.+ +.A +.7 +.B +.. +.10 +.11 +.1, C$)%e)%s
C6ass/0/-a%/$) $0 C"s%$ ers Base! O) Se< A)a6's/s $0 O--"#a%/$) $0 %(e 5es#$)!e)%s A)a6's/s $0 M$)%(6' I)-$ e $0 %(e 5es#$)!e)%s A)a6's/s $0 Fa-%$rs %$ B"' AMUL M/6* a)! M/6* ;r$!"-%s O#/)/$) $0 %(e 5es#$)!e)%s 5e3ar!/)3 @"a6/%' A)a6's/s $0 C$)s" #%/$) $0 A7era3e M/6* #er >a' A)a6's/s $0 ;"r-(ase >"ra%/$) $0 %(e AMUL M/6* 8 M/6* ;r$!"-%s A)a6's/s $0 5a%/)3 T$:ar!s AMUL M/6* 8 M/6* #r$!"-%s A)a6's/s $0 #r$16e s /) A "6 M/6* ;r$!"-%s A)a6's/s $0 A7a/6a1/6/%' $0 ;r$!"-%s 0r$ >ea6ers A)a6's/s $0 2a6"e 0$r M$)e' ;a/! 1' %(e 5es#$)!e)%s A)a6's/s $0 5e-$ e)!a%/$)s

;a3e )$. =4 =+ =7 =B 40 41 4= 44 4A 47 4. +0

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR +

The Taste of India

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I (ere1' !e-6are %(a% %(/s !/sser%a%/$) e)%/%6e! A STUD- ON CUSTOMER BONDING


TOWARDS AMUL MILK & MILK PRODUCTS IN ANAND DISTRICT Submitted /) #ar%/a6

0"60/66 e)% 0$r %(e A:ar! $0 Mas%er $0 B"s/)ess A! /)/s%ra%/$) %$ 2/s7es7ara'a Te-()$6$3/-a6 U)/7ers/%'& Be63a" & /s a re-$r! $0 /)!e#e)!e)% resear-( :$r* -arr/e! $"% 1' e. ' $:) e00$r%s a)! (as )$% 1ee)

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3lace: TUMKU5

Saiyed
[USN: 1HM07MBA44]

Sohelahmed S
ate:

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR A

The Taste of India

&/K0'4#E GME0!
I :$"6! 6/*e %$ %a*e %(/s $##$r%")/%' %$ e<#ress :($ 3"/!e e /) r/3(% !/re-%/$) %$ -$ #6e%e %(/s re#$r%. ' !ee# s/)-ere 3ra%/%"!e %$ >r. T.5. Ca3a!ees( #r/)-/#a6 $0 ' s/)-e 3ra%/%"!e %$ a66 %($se

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$0 Ma)a3e e)% S%"!'& H.M.S.I.T& T" *"r& 0$r (/s -$)s%a)% 3"/!a)-e a)! ass/s%a)-e

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DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 7

The Taste of India Sa/'e! S$(e6a( e! s


EUSN.1HM07MBA44?

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR B

The Taste of India ('0 !+E /'##EGE #E!!E-+E& *

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T(/s /s %$ -er%/0' %(a% Mr. Saiyed Sohelahmed S 1$)a0/!e s%"!e)% $0 I2 SEM MBA 1ear/)3 USN NO 5+M67M%&44 (as ")!er3$)e a a/) %ra/)/)3 re#$r% a)! #re#are! a re#$r% e)%/%6e! CUSTOMER BONDING TOWARDS AMUL MILK &
MILK PRODUCTS IN ANAND DISTRICT 0$r a #er/$! $0 A :ee*s s"--ess0"66'.

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DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR .

The Taste of India Chapter-1 INTRODUCTION:


!Marketing i" a tota# "y"tem of $u"ine"", an ongoing proce"" of% &. 'i"co(ering and tran"#ating con"umer need" and de"ire" into the product" "er(ice" )p#anning and producing the p#anned product"*. +. ,reating demand for thi" product and "er(ice" )through promotion and pricing* -. Ser(ing the con"umer demand through p#anned and phy"ica# di"tri$ution* .ith the he#p of marketing channe#" and then I turn. /. 01panding the market e(en in the p#ace of keen competition.2 he modern marketer i" ca##ed upon to "et the marketing o$3ecti(e", de(e#op the marketing p#an, organi4e the ,marketing function, imp#ement the marketing p#an or programme ) marketing mi1* and contro# the marketing programme to en"ure the accomp#i"hment of the "et marketing o$3ecti(e". he marketing programme co(er" producer p#anning or merchandi"ing, price, promotion and di"tri$ution. In "hort, modern marketing $egin" .ith the cu"tomer, not .ith production co"t, "a#e", techno#ogica# #andmark" and it end" .ith the cu"tomer "ati"faction and "ocia# .e##5$eing. 6nder the market5 dri(en economy $uyer or cu"tomer i" the $o"". Marketing ha" $een (ie.ed a" an ongoing or dynamic proce"" in(o#(ing a "et of interacting acti(itie" dea#ing .ith a market offering $y producer" to con"umer" on the $a"i" of re#ia$#e marketing anticipation. Marketing i" a matching proce"" $y .hich a proce"" $y .hich a producer pro(ide" a marketing mi1 that meet" con"umer demand" of a target market" .ithin the #imit" of "ociety. he proce"" i" $a"ed on corporate goa#" and

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 10

The Taste of India


corporate capa$i#itie". Marketing proce"" $ring" together producer" and con"umer" the t.o main participant" in e1change. 0ach producer or "e##er ha" certain goa#" and capa$i#itie" in making and marketing hi" product". He u"e" marketing re"earch a" a too# to anticipate market demand. hen he pro(ide" a marketing mi1 in order to capita#i4e marketing opportunity. An e1change or a tran"action take" .hen market offering i" accepta$#e to the cu"tomer .ho i" prepared to gi(e "omething (a#ue I return again"t the product "o $ought.

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 11

The Taste of India

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"

The Taste of India


gro.th i" going to come from the greater empha"i" on the proce""ed food" "ector and a#"o $y increa"e in the con(er"ion of mi#k into mi#k product". By +;;<, the (a#ue of Indian dairy produce i" e1pected to $e C" &;,;;,;;; mi##ion. Dre"ent#y the market i" (a#ued at around C"8,;;,;;; mn. Milk Produ tio! "ro# 1$%& to '&'& &7<; E &77: E &778 E &8 mi##ion tonne" 8;.9 mi##ion tonne" 8/.- mi##ion tonne"

)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& &/ &/ &+ &+ && &; &;

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 1=

The Taste of India

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

herefore, there i" good "cope for manufacturing the"e

The Taste of India


Li$era#i4ation of the economy ha" #ed to a f#ood of ne. entrant", inc#uding MH," due to good pro"pect" and a$undant "upp#y.

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-.;

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 1+

The Taste of India


+;;/5;< +;;<5;: +;;:5;8 78.:< &;+./< &;8.<9

Co#pa!) pro"ile Co#pa!) Pro"ile o" -#ul:


-MUL mean" "priceless" in San"krit. he $rand name JAmu#,J from the San"krit JAmoo#ya,J .a" "ugge"ted $y a Aua#ity contro# e1pert in Anand. Variant", a## meaning Jprice#e""J, are found in "e(era# Indian #anguage". Amu# product" ha(e $een in u"e in mi##ion" of home" "ince &7/:. Amu# Butter, Amu# Mi#k Do.der, Amu# Ghee, Amu#"pray, Amu# ,hee"e, Amu# ,hoco#ate", Amu# Shrikhand, Amu# Ice cream, Hutramu#, Amu# Mi#k and Amu#ya ha(e made Amu# a #eading food $rand in India. ) urno(er% C". <+.<< $i##ion in +;;85;9*. oday Amu# i" a "ym$o# of many thing". Kf high5Aua#ity product" "o#d at rea"ona$#e price". 50 years after it was first launched, Amul's sale figures have jumped from 1000 tonnes a year in 1966 to over 25,000 tonnes a year in 199 ! "o other #rand comes even close to it! All #ecause a thum#$si%ed girl clim#ed on to the hoardings and put a magical spell on the masses

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 1A

The Taste of India

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

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 17

The Taste of India


Morking Gounder" Mahara"htra &;%/< am to <%/< pm &. Shri ri$hu(anda" K. Date# +. Shri Sadar Va##a$h$hi Date# -. Shri Morar3i 'e"ai /. Shri Verghe"e Kurien <. Shri Harichand M. 'a#aya

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.

1rief 2i"tory of -mu#%


Amu# )Anand Mi#k 6nion Limited*, formed in &7/:, i" a dairy cooperati(e mo(ement in India. It i" a $rand name managed $y an ape1 cooperati(e organi4ation, Gu3arat ,o5operati(e Mi#k Marketing Gederation Ltd.
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 1B

The Taste of India


)G,MMG*, .hich today i" 3oint#y o.ned $y "ome +.: mi##ion mi#k producer" in Gu3arat, India. AM6L i" $a"ed in Anand, Gu3arat and ha" $een a "ter#ing e1amp#e of a co5operati(e organi4ation=" "ucce"" in the #ong term. It i" one of the $e"t e1amp#e" of co5operati(e achie(ement in the de(e#oping .or#d. JAnyone .ho ha" "een ... the dairy cooperati(e" in the "tate of Gu3arat, e"pecia##y the high#y "ucce""fu# one kno.n a" AM6L, .i## natura##y .onder .hat com$ination of inf#uence" and incenti(e" i" needed to mu#tip#y "uch a mode# a thou"and time" o(er in de(e#oping region" e(ery.here. 2 he Amu# Dattern ha" e"ta$#i"hed it"e#f a" a uniAue#y appropriate mode# for rura# de(e#opment. Amu# ha" "purred the Mhite Ce(o#ution of India, .hich ha" made India the #arge"t producer of mi#k and mi#k product" in the .or#d. It i" a#"o the .or#d=" $igge"t (egetarian chee"e $rand. Amu# i" the #arge"t food $rand in India and .or#d=" Large"t Douched Mi#k Brand .ith an annua# turno(er of 6S @&;<; mi##ion )+;;:5;8*. ,urrent#y Amu# ha" +.: mi##ion producer mem$er" .ith mi#k co##ection a(erage of &;.&: mi##ion #itre" per day. Be"ide" India, Amu# ha" entered o(er"ea" market" "uch a" Mauritiu", 6A0, 6SA, Bang#ade"h, Au"tra#ia, ,hina, Singapore, Hong Kong and a fe. South African countrie". It" $id to enter >apane"e market in &77/ had not "ucceeded, $ut no. it ha" fre"h p#an" of f#ooding the >apane"e market". Kther potentia# market" $eing con"idered inc#ude Sri Lanka. 'r Verghe"e Kurien3 former chairman of the G,MMG, i" recogni4ed a" the man $ehind the "ucce"" of Amu#. Kn &; Aug +;;: Darthi Bhato#3 chairman of the Bana"kantha 6nion, .a" e#ected chairman of G,MMG/

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 1.

The Taste of India -M6L% he origin


he mighty Gange" at it" origin i" $ut a tiny "tream in the Gangotri range" of the Hima#aya". Simi#ar i" the "tory of Amu# .hich in"pired Kperation G#ood and hera#ded the =Mhite Ce(o#ution= in India. It $egan .ith t.o (i##age cooperati(e" and +<; #iter" of mi#k per day, nothing $ut a trick#e compared to the f#ood it ha" $ecome today. oday Amu# co##ect" proce""e" and di"tri$ute" o(er a mi##ion #iter" of mi#k and mi#k product" per day, during the peak, on $eha#f of more than a thou"and (i##age cooperati(e" o.ned $y ha#f a mi##ion farmer mem$er". Gurther, a" Ganga5ma carrie" the a"piration" of generation" for mok"ha, Amu# too ha" $ecome a "ym$o# of the a"piration" of mi##ion" of farmer".,reating a pattern of #i$eration and "e#f5re#iance for e(ery farmer to fo##o..

The Start of a Re(o#ution


he re(o#ution "tarted a" a.arene"" among the farmer" that gre. and matured into a prote"t mo(ement and the determination to #i$erate them. K(er four decade" ago, the #ife of a farmer in Kaira 'i"trict .a" (ery much #ike that of hi" counterpart any.here e#"e in India. Hi" income .a" deri(ed a#mo"t entire#y from "ea"ona# crop". he income from mi#ch $uffa#oe" .a" undependa$#e. he marketing and di"tri$ution "y"tem for the mi#k .a" contro##ed $y pri(ate trader" and midd#emen. A" mi#k i" peri"ha$#e, farmer" .ere compe##ed to "e## it for .hate(er they .ere offered. Kften, they had to "e## cream and ghee at thro.a.ay price". In thi" "ituation, the one .ho gained .a" the pri(ate trader. Gradua##y, the rea#i4ation da.ned on the farmer" that the e1p#oitation $y the trader cou#d $e checked on#y if marketed their mi#k them"e#(e". In order to do
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR ,0

The Taste of India


that they needed to form "ome "ort of an organi4ation. hi" rea#i4ation i" .hat #ed to the e"ta$#i"hment of the Kaira 'i"trict ,ooperati(e Mi#k Droducer"= 6nion Limited )popu#ar#y kno.n a" Amu#* .hich .a" forma##y regi"tered on 'ecem$er &/, &7/:. he Kaira 6nion $egan pa"teuri4ing mi#k for the Bom$ay Mi#k Scheme in >une &7/9. An a""ured market pro(ed a great incenti(e to the mi#k producer" of the di"trict. By the end of &7/9, more than /;; farmer" 3oined in more (i##age "ocietie", and the Auantity of mi#k hand#ed $y one 6nion increa"ed from +<; to <,;;; #iter" a day.

-mu#=" Secret of Succe""


he "y"tem "ucceeded main#y $ecau"e it pro(ide" an a""ured market at remunerati(e price" for producer"= mi#k $e"ide" acting a" a channe# to market the production enhancement package. Mhat=" more, it doe" not di"tur$ the agro5 "y"tem of the farmer". It a#"o ena$#e" the con"umer an acce"" to high Aua#ity mi#k and mi#k product". ,ontrary to the traditiona# "y"tem, .hen the profit of the $u"ine"" .a" cornered $y the midd#emen, the "y"tem en"ured that the profit goe" to the participant" for their "ocio5economic up#iftment and common good. Looking $ack on the path tra(er"ed $y Amu#, the fo##o.ing feature" make it a pattern and mode# for emu#ation e#"e.here. Amu# ha" $een a$#e to%

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.

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR ,1

The Taste of India

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.

4u5arat Cooperati6e Milk Marketi!7 Federatio!


4CMMF: -! O6er6ie8 Gu3arat ,ooperati(e Mi#k Marketing Gederation )G,MMG* i" India=" #arge"t food product" marketing organi4ation. It i" a "tate #e(e# ape1 $ody of mi#k cooperati(e" in Gu3arat .hich aim" to pro(ide remunerati(e return" to the farmer" and a#"o "er(e the intere"t of con"umer" $y pro(iding Aua#ity product" .hich are good (a#ue for money. Mem$er"% Ho. of Droducer Mem$er"% &- di"trict cooperati(e mi#k producer"= 6nion +.8 mi##ion

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR ,,

The Taste of India


Ho. of Vi##age Societie"% ota# Mi#k hand#ing capacity% Mi#k co##ection ) ota# 5 +;;85;9*% Mi#k co##ection )'ai#y A(erage +;;85 ;9*% Mi#k 'rying ,apacity% ,att#efeed manufacturing ,apacity% &-,&/& &;.+& mi##ion #iter" per day +.:7 $i##ion #iter" 8./ mi##ion #iter" :+: Mt". per day -;7; Mt" per day

Sa#e" turn o(er from &77/ to +;;9%


Sa#e" urno(er &77/57< &77<57: &77:578 &778579 &779577 &7775;; +;;;5;& +;;&5;+ +;;+5;+;;-5;/ +;;/5;< +;;<5;: +;;:5;8 +;;85;9 C" )mi##ion* &&&/; &-87; &<</; &99/; ++&7+ ++&9< ++<99 +--:< +8/<8 +97/& +7++< -88-: /+889 <+<</

O.ner"hip Pattern of -mu#%


Amu# i" a co5operati(e "ector F it i" ha(ing ++ tota# num$er" in "ocietie". In addition to thi" there i" tota# &9;; manpo.er in organi4ation. Gu3arat co5operati(e mi#k marketing federation #td. .ide#y kno.n a" G,MMG face" through competition in the Indian market $y different companie". So that $y ad(erti"ing and promoting it" product G,MMG ha" $ecome one of the #eading dairie" in India. In .e"tern of India, G,MMG "hare" mo"t of the market .hi#e in other part" of India it i" ne1t "o. But "#o.#y and

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR ,=

The Taste of India


"ure#y G,MMG i" gro.ing in "haring the market .ith other competitor" indu"trie". Ho. there i" machinery around R9/ 1%&& lakh .hich i" to $e in e1pan"ion .ith higher ad(anced machinery to R9/ 1:&& lakh9/ Accumu#ated mem$er" "hare capita# in union i" R9/ %%*3$*%3&&& thi" "hare capita# i" depo"ited in Amu# $ank account in the name re"pecti(e mem$er dairy co5operati(e "ocietie".

Information a$out Competitor"%


he Indian market i" dominated $y a #arge num$er of "ma## #oca# manufacture and regiona# p#ayer". here are an e"timated &<; manufacture" in the organi4ed "egment .hich account for -;5/;B of "a#e" and a$out &;;; unit" in the unorgani4ed "egment of the market. hey ha(e a#"o competitor in the market. hey fe#t (ery tuff competition in our country and outing countrie".

-ccording to Product Categorie"


For Li;uid Milk: Gayatri Mi#k Super Mi#k Daya# Mi#k Sardar Mi#k For I e-Crea# Produ t Goku# Ice5,ream 'airy E'en Ice5,ream Nua#ity Ma##" Ice5,ream Ha(mor Ice5,ream

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR ,4

The Taste of India


Samrrudhi Mi#k Sagar Mi#k For 4hee Produ t Gopi Ghee Gayatri Ghee Kri"hna Ghee A?$ad Ghee He"t#e 1utter Hature $utter Chee9e Britannia Le$on Ma1 Vadi#a# Ice5,ream For Cho olate ,ad$ury Ma1 'airy Mi#k Gi(e Star

-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 ,+

The Taste of India


&7:+: !Dadma$hu"an2 a.ard gi(en to Shri .K. Date# &7:%: !Dadm"hri a.arded .a" gi(en to V. Kurien, genera# manager, $y the pre"ident of India &7<=: !Be"t Droducti(ity2 a.arded $y nationa# producti(ity counci# for the year &79<59: a.arded to Amu# dairy. &7<<: !Be"t Droducti(ity2 a.arded for the "econd "ucce""i(e year &79:5 98 $y the pre"ident of India, Mr. C. Venkatrao to kaira union. &7$*% !I,A2 Memenoto to.ard" genuine and "e#f "u"taining co5operati(e .or#d.ide I,A regiona# office for A"ia and pacific, He. 'e#hi, &77:. &7$$% G.B.Bir#a a.&ard. Moreo(er the Amu# union ha" achie(ed the pre"tigiou" ISK 7;;&5+;;; and HA,,D ,ertificate and effect" are got to o$tain ISK &/;;;.

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR ,A

The Taste of India Li"t of Product" Marketed%


Bread Spreads Amul Butter
Utterly Butterly Delicious

Amul Lite

Low fat, low Cholesterol Bread Spread

Delicious Table Margarine

The Delicious way to eat healthy

Milk Drinks Amul Kool Millk Shaake Amul Kool

Amul Kool Cafe

Kool Koko

A delight to Chocolate Lovers. Delicious Chocolate taste

Nutramul Energ Drink


A drink for ids ! provides energy to suit the needs of growing ids

Amul Kool Chocolate Milk

Amul Kool !la"oured Bottled Milk

Amul Kool !la"oured Tetra #ack

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR ,7

The Taste of India

Amul Masti Spiced Buttermilk


A"ul introduces the Best Thirst #uenching Drink

Amul Kool Thandai

#o$der Milk Amul Spra !ood %nfant Milk Amul %nstant !ull Cream Milk #o$der
A dairy in your ho"e

Still, $other%s $ilk is Best for your &a&y

Sagar Skimmed Milk #o$der

'hich is especially useful for diet preparations or for use &y people on low calorie and high protein diet.

Sagar Tea Coffee &hitener

Amul a Dair &hitener

The (ichest, )urest Dairy 'hitener

!resh Milk Amul !resh Milk


This is the "ost hygienic "ilk availa&le in the "arket. )asteurised in state!of!the!art processing plants and pouch! packed for convenience.

Amul 'old Milk

Amul Taa(a Double Toned Milk

Amul Lite Slim and Trim Milk

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR ,B

The Taste of India


Amul !resh Cream Amul Shakti Toned Milk

Amul Calci)

Cheese Amul #asteurised #rocessed Cheese


*++, -egetarian Cheese "ade fro" "icro&ial rennet

Amul Cheese Spreads

Tasty Cheese Spreads in . great flavours..

Amul Emmental Cheese

The /reat Swiss Cheese fro" A"ul, has a sweet!dry flavour and ha0elnut aro"a

Amul #i((a Mo((arella Cheese


)i00a cheese..."akes great tasting pi00as1

'ouda Cheese

!or Cooking Amul * Sagar #ure 'hee


$ade fro" fresh crea". 2as typical rich aro"a and granular te3ture. An ethnic product "ade &y dairies with decades of e3perience.

Cooking Butter

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR ,.

The Taste of India


Amul Malai #aneer
(eady to cook paneer to "ake your favourite recipes1

+tterl Delicious #i((a

Mithai Mate
Sweetened Condensed $ilk ! 4ree flowing and s"ooth te3ture. 'hite to crea"y color with a pleasant taste.

Masti Dahi

Desserts Amul %ce Creams


)re"iu" 5ce Crea" "ade in various varieties and flavours with dry fruits and nuts.

Amul Shrikhand

A delicious treat, anyti"e.

Amul Mithaee 'ulab ,amuns


)ure hoya /ula& 6a"u"s...&est served piping hot.

Amul Chocolates

The perfect gift for so"eone you love.

Amul Lassee

Amul Basundi

-ealth Drink Nutramul


$alted $ilk 4ood "ade fro" "alt e3tract has the highest protein content a"ong all the &rown &everage powders sold in 5ndia.

Amul Shakti -ealth !ood Drink


Availa&le in esar!Al"ond and Chocolate flavours.

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR =0

The Taste of India

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR =1

The Taste of India


Chapter -'

heoretica# Background of hi" Study


A. S A 0M0H KG TH0 PCKBL0M

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,

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR =,

The Taste of India


Do"t purcha"e $eha(ior, Ceputation, Droduct a(ai#a$i#ity, Branding, and con(enient etc. '. M0 HK'KLKGP he "tudy i" main#y concerned .ith $eha(ior" of the cu"tomer"? "ati"faction to.ard" AM6L product" and Mi#k product". Hence (ariou" data and methodo#ogy i" con"idered in my report preparation. "ource" are% PCIMACP DA A he primary data refer" to origina# information gathered for a "pecific purpo"e and pro(ide" up to date, accurate and re#e(ant information and it i" gathered in an in(e"tigation according to the need" of the pro$#em. TKKLS US0' TK CKLL0, TH0 PCIMACP DA A% he primary data i" co##ected on the $a"i" of "ur(ey method .ith the he#p of Aue"tionnaire", and inter(ie.", per"ona# o$"er(ation, direct con"u#tation .ith con"umer" and dea#er". Both open and c#o"ed end Aue"tion" are u"ed in the Aue"tionnaire. M0 HK'S% he "ur(ey method i" u"ed to co##ect the primary data .ith the he#p of Aue"tionnaire $a"ed on e1p#orati(e and conc#u"i(e re"earch. SAMDLIHG UHI % It refer" to the indi(idua#" .ho are to $e "ur(eyed in the "tudy and it i" the cu"tomer .ho i" con"uming or u"ing or .ho ha" $ought AM6L mi#k and mi#k product" are "ur(eyed. he main data

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR ==

The Taste of India


SAMDL0 SII0% It refer" to the num$er of peop#e "ur(eyed for thi" topic, in the "tudy &;; peop#e .ere "ur(eyed and re"pon"e" dra.n. S0,KH'ACP DA A% he "econdary data can $e defined a" data co##ected $y "onOme one e#"e for purpo"e" other than "o#(ing pro$#em $eing in(e"tigation and pre(iou"#y meant for another purpo"e. A "econdary data i" co##ected from the $ook", periodica# 3ourna#", maga4ine", paper", company record", internet and other pu$#ication. 0. LIMI A IKH KG TH0 S 6'P% &. ota# co(erage of the "tudy i" #imited to the fe. cu"tomer" for co##ecting AM6L mi#k and mi#k product" at Anand, Baroda, and Vidhyanagar F at "ome "ma## (i##age. +. Samp#e "i4e of the "tudy i" re"tricted to &;; cu"tomer" on#y. -. Mo"t of the re"pondent" he"itate to gi(e information $ut ho. e(er an attempt i" made to co##ect the data "y"tematica##y. /. ime i" the one con"traint of the "ur(ey.

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR =4

The Taste of India

C2-PTER > *

H0KCI I,AL 'IS,6SSIKH


IH CK'6, IKH% he term !market2 i" deri(ed from the Latin .ord RMarcatu"? .hich mean" to trade or p#ace of $u"ine"". So in the #itera# "en"e and in the ordinary #anguage, the term RMarket? refer" to a certain p#ace, .here $uyer" and "e##er" per"ona##y meet each other and make their purcha"e and "a#e". In "hort, it mean" a certain p#ace .here good" are $ought and "o#d. Ho.e(er in commerce the term RMarket? i" u"ed in the economic "en"e. In the economic "en"e the term RMarket? doe" not refer to any particu#ar p#ace .here $uyer" and "e##er" meet face to face and make their purcha"e and "a#e", $ut co(er" the .ho#e of any region, .here the $uyer" and "e##er" are in "uch free intercour"e, that i" contract or communication .ith one another that a "ing#e price pre(ai#" for a certain commodity at a certain point of time through the region. In "hort, it mean" the getting together of $uyer" and "e##er" in per"on or any $y mai# te#ephone, te#egraph of through any other mean" of communication. Marketing% he meaning of the term Rmarketing? can $e "tudied under t.o head". hey are, &. raditiona# or o#d (ie. of marketing +. Modern of cu"tomer oriented marketing
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR =+

The Taste of India


Definition% According to the American Marketing A""ociation, !Marketing i" the performance" of $u"ine"" acti(itie" that direct the f#o. of good" and "er(ice" from producer to cu"tomer or u"er2
4ive Stages of Custo"er Bonding

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

The Taste of India


A cu"tomer identifie" a product of "er(ice a" meeting one or more important per"ona# need", "uch a" "e#f5fu#fi##ment, "tatu", or $e#onging. A cu"tomer may percei(e the company a" ha(ing (a#ue" and preference" "imi#ar to hi" o.n and $egin to form a re#ation"hip .ith the company.

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

The Taste of India


-'VK,A,P At thi" ad(anced #e(e# of cu"tomer $onding, the company "er(ice" a" an ad(ocate for the cu"tomer, and the cu"tomer "ho." an a##egiance to the companyQ .ord5of5mouth ad(erti"ing f#ouri"he". Becau"e the company no. can encourage $uyer5get5a5$uyer program" through appropriate incenti(e", it mu"t $e prepared to fo##o. through profe""iona##y to make ne. recruit" fee# a" (a#ued a" the ad(ocate" .ho recommended them.

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

The Taste of India


Cu"tomer 1eha(ior% he term con"umer $eha(ior refer" to the $eha(ior that con"umer di"p#ay" in reach for purcha"ing u"ing, e(a#uating F di"po"ing of product" F "er(ice" that they e1cept .i## "ati"fy their need". Con"umer Re"earch% ,on"umer re"earch i" the methodo#ogy u"ed to "tudy con"umer $eha(ior re"earch offer "et di(er"e to identify con"umer need" it i" u"ed to identify $oth fe#t F unfe#t need", to #earn ho. con"umer". Dercei(e product F $rand F "tore". Mhat their attitude" are $efore and after promotiona# campaign" F ho. F .hy they make their con"umption deci"ion. Con"umer Sati"faction% A## $u"ine"" firm" ha(e rea#i4ed that marketing i" a core e#ement of management phi#o"ophy F the key to it" "ucce"" #ie" in focu"ing more F more on the cu"tomer". hat i", it .i## $e the cu"tomer .ho .i## decide .here the firm i" heading. hu" the cha##enge $efore the marketer i" to en"ure that they "hou#d "ati"fy e(ery cu"tomer. Sati"faction i" an important e#ement in the e(a#uating "tage. Sati"faction refer" to the $uyer" "tate of $eing adeAuate#y re.arded in a $uying "ituation for the "acrifice" he ha" made one the cu"tomer purcha"e F u"e the product they may then $ecome either "ati"fy or di""ati"fied. he re"u#t of "ati"faction to cu"tomer form the purcha"e of the product or "er(ice" i" that more fa(ora$#e po"t5purcha"e attitude, higher purcha"e intention F $rand #oya#ty to $e e1hi$ited that the "ame $eha(ior i" #ike#y to $e e1hi$ited in a "imi#ar purcha"ing "ituation. he term Rcon"umer? i" a typica##y u"ed to refer to "omeone .ho regu#ar#y purcha"e from a particu#ar "tore or company. ,u"tomer" are peop#e .ho are happy .ith the product F "er(ice" F are .i##ing to come $ack F pay for it again.
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR =.

The Taste of India


oday the firm" aim to gi(e "ati"faction to the cu"tomer through marketing concept". he firm try to he#p the $uyer" in the "o#(ing the pro$#em then competitor". he marketer" mu"t "ee that con"umer" .ith purcha"ing po.er con"titute a potentia#" $uyer" are identified. It i" e""entia# for the marketer to carry out the $u"ine"" in "uch a .ay that they gi(e "ati"faction to con"umer" needed. Mhen a firm market" a product or "er(ice it "hou#d aim to en3oy con"umer?" "ati"faction F profit ma1imi4ation.

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

The Taste of India


It i" $e#ie(ed that con"umer" or cu"tomer" make purcha"e deci"ion on the $a"i" of receipt of a "ma## num$er of "e#ecti(ity cho"en piece" of information. hu" it .i## $e (ery important to under"tand .hat F ho. mu"h them to e(a#uate the good" F "er(ice" offering". Cu"tomer E1pectation% ,u"tomer e1pectation through #ook rea#i"tic i" (ery often $ui#d upon on a (ery high p#atform. hen the Aua#ity of the product or "er(ice" may not match the e1pectation. hi" again .i## affect the con"umer "ati"faction #e(e#. So a" to reduce the #e(e# of di""ati"faction among the cu"tomer", the marketing deci"ion maker cou#d adopt approache" .herein he can c#a""ify market in re#ation to the degree of opportunity to de#i(er cu"tomer "ati"faction. He cou#d e"ta$#i"h it"e#f common factor" F them e(a#uate each market opportunity again"t the"e. con"umer?" $eha(ior" are% o Market "i4e o Cate of gro.th of the market o Sta$i#ity or demand o he due importance attached to price $y the con"umer" $efore making a purcha"e deci"ion o ,on"umer empha"i" F the due importance gi(en to the Aua#ity a"pect o o o he con"umer" de"ire for product inno(ation he #e(e# of competition )inc#u"i(e of $oth e1i"ting F potentia# competitor"* he firm?" competiti(e "trength" in term" of price F product he mo"t pro$a$#e factor" .hich inf#uence

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 41

The Taste of India


o 01pectation" at the genera# #e(e# #ike are Aua#ity, dura$i#ity, re#ia$i#ity, "ty#e, etc. Feed$ack% Many of the companie" are entru"ting their cu"tomer" to gi(e a feed$ack F u"e thi" a" a mean" of maintaining regu#ar contact F dia#ogue, ha(ing rea#i4ed the importance of o$taining a feed$ack the con"umer". Cather than a(oiding comment, companie" are encouraging their cu"tomer" to ta#k, a" mention a$o(e, feed$ack he#p" them, market firm to get on idea of the cu"tomer" (ie. point on their product or "er(ice" F more important i" that thi" information .i## he#p them to take action F dea# .ith any pro$#em immediate#y.

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,

The Taste of India

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

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 4=

The Taste of India

Chapter-+

-na#y"i" and Interpretation of the Data%


he co##ected data .ere not ea"i#y under"tanda$#e, "o I #ike to ana#y4e the co##ected data in a "y"tematic manner and interpreted .ith "imp#e method. he ana#y"i" and interpretation of the data in(o#(e" the ana#y4ing of the co##ected data and interpretation it .ith pictoria# repre"entation "uch a" $ar chart", pie chart" and other".

4ender%
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 44

The Taste of India


Gender p#ay (ita# ro#e in purcha"e deci"ion". Gender c#a""ified on "e1 $a"i" i.e. ma#e and fema#e. Gender c#a""ification i" reAuiring to marketer $ecau"e different gender e1i$it different perception to.ard" product". In c#a""ification of gender the fo##o.ing num$er i" u"ed to kno. their perception.

,#a""ification of ,u"tomer" Ba"ed Kn Se1 Se1 Ma#e Gema#e tota# Ho. of re"pondent" Dercentage B -< :< &;;
a$#e no <.&

-< :< &;;

Source"% Drimary 'ata

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.

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 4+

The Taste of India

CL-SSIFIC-TION OF CUSTOEMRS 1-SED ON SE?


0o of -e)$ondent) 76 :6 96 46 86 ;6 56 6 Male Fe#ale 89 :9

Male Fe#ale

Graph no: 5.1

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 +; &; :< ;<

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 4A

The Taste of India


ota# &;; Source"% Drimary 'ata Table no.5.2 Interpretation% +;B of the re"pondent" are $u"ine"", &;B of the re"pondent" are emp#oyee", and :<B of the re"pondent" are hou"e .i(e", ;<B of the re"pondent" are other" group.
-N-LYSIS OF OCCUP-TION OF T2E RESPONDENTS

&;;

7o.of respondents

76 :6 96 46 86 ;6 56 6

:%

'& 1& %

Business 8"ployee2ouse wife 9thers

%u)ine)) Em$loyee +ou)e <ife 'ther)

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

The Taste of India


Month#y income Be#o. <;;; <;;&5&;;;; &;;;&5&<;;; &<;;& F a$o(e ota# Ho. of re"pondent" -9 -; +& && &;; Source"% Drimary 'ata Table No: 5.3 Interpretation% A" per the data -9B of the re"pondent" earn per month $e#o. <;;;, -;B of the re"pondent" earn <;;& to &;;;;, +&B of the re"pondent" earn a$o(e &;;;& to &<;;;. &&B of the re"pondent" earn &<;;; F a$o(e. Grom the a$o(e ta$#e .e can conc#ude that ma3ority of the re"pondent"? month#y income group of $e#o. <;;; and more than <;;; to &;;;;. Dercentage B -9 -; +& && &;;

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 4B

The Taste of India

-N-LYSIS OF MONT2LY INCOME OF RESPENDENTS

46 89 86 ;9 ;6 59 56 9 6

*< *& '1 11

NO/OF RESPONDENTS

%elo< 9665= 56665= 59665 9666 56666 59666 > a2o"e


INCOME

Graph No. 5.3

Purcha"ing Factor%

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 4.

The Taste of India


Identification of (ariou" factor" p#ay" a (ita# ro#e in con"umer $eha(ior "tudy. he (ariou" factor" "uch a" Aua#ity, price ea"y a(ai#a$#e etc. i" inf#uencing #ot and inf#uence" po"iti(e#y. he fo##o.ing data re(ea#" ho. (ariou" factor" are inf#uencing to $uying of Amu# Mi#k and Mi#k product".

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# &;;

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR +0

The Taste of India

&naly)i) of factor) to 2uy &mul Milk $roduct)


46 89 86 ;9 ;6 59 56 9 6 0o. of re)$ondent) 8? ;? ;6 54

@uality %rand image

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

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR +1

The Taste of India


num$er of cu"tomer" to their product". Hence I try to co##ect information re#ated to Aua#ity of AM6L Mi#k F Mi#k product". Kpinion of the Ce"pondent" Cegarding Nua#ity Kpinion" hickne"" Gre"hne"" a"te Kther" ota# Ho. of Ce"pondent" -< /< +; Hi# &;; Source"% Drimary 'ata Table no: 5.5 Interpretation% A" per the data, -<B of the re"pondent" $uy the mi#k due to hickne"", /<B of the re"pondent" for Gre"hne"", and +;B of re"pondent" for a"te. Nua#ity take" (ita# ro#e in e(ery organi4ation. Grom the a$o(e ta$#e .e can conc#ude that ma3ority of the re"pondent" e1pre""ed that AM6L Mi#k F Mi#k product" ha(e hickne"". Dercentage ) B * -< /< +; Hi# &;;

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR +,

The Taste of India


'$inion of the -e)$ondent) -egarding @uality
0o. of -e)$ondent) 96 46 86 ;6 56 6 !hickne)) 1re)hne)) Opinions !a)te ;6 89 49

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; &; +; &;;

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR +=

The Taste of India


&naly)i) of &"erage / on)um$tion of Milk 3er ay

76 :6 96 46 86 ;6 56 6

76

0o. of -e)$ondent)

;6 56 5# iter ;=4 # iter


/ on)um$tion

More than 4 # iter)

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.

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR +4

The Taste of India

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* ;< &< +; :; &;;

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR ++

The Taste of India

&naly)i) of 3urcha)e uration of the Milk 3roduct) :6 96 46 86 ;6 56 6 :6

0o.of -e)$ondent)

59 9 : Month) 5=; .ear)

;6

8=4 .ear) More than 4 year)

/ 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 ++ ;<

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR +A

The Taste of India


ota# &;; Source% Drimary 'ata Table no: 5.8 Interpretation% +<B of the re"pondent" rated that AM6L Mi#k F Mi#k product" are 01ce##ent. /9B of the re"pondent" rated a" good, ++B of the re"pondent" rated a" A(erage Nua#ity. ;<B of the re"pondent" rated that AM6L Mi#k F Mi#k product" are Door. Grom the a$o(e ta$#e .e can conc#ude that ma3ority of the re"pondent" rated AM6L Mi#k F Mi#k product" are of Good Nua#ity. &;;

Anal!sis of Rating to"ards A#$l %il& rod$cts 50 45 40 35 30 25 20 15 10 5 0 48

No.of Respondents

25

22

5 Excellent Good Average oor

Rating

Graph no.5.8

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR +7

The Taste of India

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; &;;

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR +B

The Taste of India


Anal!sis of ro*le#s in A#$l %il& rod$cts No.of Respondents 100 80 (0 40 20 0 10 )es Opinions No '0

Graph no: 5.9

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 +.

Dercentage )B* 7< ;< &;;

The Taste of India


Interpretation% 7<B of the re"pondent" "aid that they are getting AM6L Mi#k F Mi#k product" ea"i#y. Kn#y ;<B of the re"pondent" di"agree .ith the ea"y a(ai#a$#e of AM6L Mi#k F Mi#k product". Grom the a$o(e ta$#e .e can conc#ude that ma3ority of the re"pondent" getting the AM6L Mi#k F Mi#k product" ea"i#y from the dea#er" or retai#er".

Anal!sis of availa*ilit! of A#$l %il& rod$cts fro# t+e ,ealers


No.of Respondetns

100 80 (0 40 20 0

'5

5 )es
Opinions

No

Graph no: 5.10

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

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR A0

The Taste of India

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: ;/ &;;

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR A1

The Taste of India

Anal!sis of -al$e .or %one! aid /! 0+e 1ons$#ers


Respondents
100 80 (0 40 20 0 )es 4 No '(

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< ;< &;;

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR A,

The Taste of India


Interpretation% 7<B of the re"pondent" .ere recommended (erka mi#k and mi#k product", ;<B of the re"pondent" .ere not recommended (erka mi#k and product" to other". Grom the a$o(e ta$#e .e can conc#ude that ma3ority of the re"pondent" .ere recommended (erka mi#k and mi#k product".
Anal!sis of Reco##endations No.of Respondents

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".

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR A=

The Taste of India


Chapter-%

GIH'IHGS, S6GG0S IKHS AH' ,KH,L6SIKHS%


FIH'IHGS: hi" chapter i" inc#uding in my "ur(ey finding", "ugge"tion" and conc#u"ion" of my "tudy. Gir"t I .ou#d #ike to pre"ent my "ur(ey finding". he main finding" of my "ur(ey are a" fo##o."% &. It i" finding" in the "ur(ey that fema#e" are the main deci"ion maker for the mi#k and mi#k product". A" per the data, :<B of fema#e and -<B of ma#e make" purcha"e deci"ion. +. Ba"ed on the occupation of the cu"tomer, it i" found in the "ur(ey that :<B are the hou"e.i(e" and -<B are from (ariou" occupation" "uch a" a $u"ine""man, emp#oyee, farmer", etc for the Amu# Mi#k F Mi#k product". -. Income" #e"" than <;;; to &;;;; are more attracted to Amu# Mi#k F Mi#k product". A" per the data, 87B of the re"pondent"? income i" under thi" group. /. he main purcha"ing factor" for the Amu# Mi#k F Mi#k product" are Nua#ity and Brand image. he data re(ea#" that /+B inf#uence" on Nua#ity and -+B inf#uenced for the Brand. <. 99B of the tota# re"pondent" are u"ing product "ince from a #ong time. he ma3ority of the re"pondent" are u"ing Amu# Mi#k F Mi#k product" from more than - year". :. K(era## opinion of the product performance data re(ea#" that Amu# product "ati"fie" 8;B of the re"pondent and -;B re"pondent?" opinion i" a(erage. 8. It i" found in the "ur(ey that -+B of the tota# re"pondent" are di""ati"fied on dea#er?" "er(ice".

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR A4

The Taste of India


9. It i" found in the "ur(ey that cu"tomer are inf#uencing through Mord of Mouth. S6GG0S IKHS: &. Mi#k and mi#k product purcha"e deci"ion" are more decided $y .omen rather than ma#e, $ecau"e "he act a" a in(igi#ator, e1ecute her deci"ion and inf#uence the "ame to the purcha"e .hi#e a"certaining the Aua#ity, fre"hne"" and price. Hence, I "ugge"t Amu# co5operati(e "ociety to concentrate more on the .omen and men "ugge"tion" for de"igning the marketing "trategy, $ecau"e .omen?" ro#e in the hou"e i" dominant, e(en in the (ariou" deci"ion". +. Kccupation of the u"er inf#uence" the purcha"e deci"ion". he particu#ar occupation p#ay" a (ita# ro#e in deciding the product or "er(ice". Momen "egment are inf#uencing more on mi#k and mi#k product". herefore, an occupation i" the factor inf#uencing the product. -. Income of the peop#e decide" the purcha"ing po.er. he high income prefer" to purcha"e product .ith the Aua#ity, fre"hne"", thickne"", etc. and (ice (er"a. So I "ugge"t Amu# to concentrate a#"o on #o. income "egment to capture market and po"ition them"e#(e" in the mind" of the cu"tomer .ith reAuired Aua#ity and Aua#ity mi#k and mi#k product". /. Nua#ity and Brand Image p#ay" a dominant ro#e. Mi#k and mi#k product" mo(e in the market due to it" Aua#ity and $rand. maintain the "ame. <. Since Amu# i" ha(ing #oya# cu"tomer it "hou#d concentrate more on thi" factor through (ariou" potentia# programme" "uch a" campaign, premium herefore it "hou#d

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR A+

The Taste of India


pack", offer" etc., thi" he#p" to increa"e the #oya#ty to.ard" the Amu# product". :. A" on#y -;B of the tota# re"pondent" are di""ati"fied .hich i" Auite a #arge percentage and thi" may inf#uence negati(e#y and increa"e the rate of ".itch o(er. Hence I "ugge"t management to concentrate on fe. product Aua#ity, "he#f #ife, dea#er" approach, out#et maintenance etc. .i## he#p Amu# to "ati"fy to a greater e1tent. 8. Mi#k and mi#k product are ha(ing high demand and it i" con"idered a" a (ery e""entia# product". In pre"ent practice, purcha"e of mi#k and mi#k product" i" through dea#er". In thi" connection dea#er" approach to.ard" the product. 9. ,u"tomer i" inf#uentia#, hence I "ugge"t Amu# to #ook after the dea#er" i""ue .ith due care. 7. Mhen product po""e""e" Aua#ity and other important attri$ute" natura##y they propaganda a$out product through .ord of mouth and (ice (er"a. herefore if the Aua#ity and attri$ute" are fine tuned according to the need" .i## he#p the Amu# to get reputation and addition market. &;. Introduction of (ariou" economic product" #ie" may he#p Amu# to attract the e1i"ting and ne. cu"tomer" and may attract a## income #e(e# group". Hence I "ugge"t management to introduce ne. product #ine .hich can "ati"fy the entire group.

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR AA

The Taste of India


Conc#u"ion"% Grom the "ur(ey conducted it i" o$"er(ed that Amu# mi#k and Mi#k product" ha" a good market "hare. Grom the "tudy conducted the fo##o.ing conc#u"ion" can $e dra.n. In order the dream" into rea#ity and for turning #ia$i#itie" into a""et" one mu"t ha(e to meet the need" of the cu"tomer". he factor" con"idered $y the cu"tomer $efore purcha"ing mi#k are fre"hne"", ta"te, thickne"" and ea"y a(ai#a$i#ity. Gina##y I conc#ude that, ma3ority of the cu"tomer" are "ati"fied .ith the Amu# mi#k and Mi#k product" $ecau"e of it" good Aua#ity, reputation, ea"y a(ai#a$i#itie". Some cu"tomer" are not "ati"fied .ith the Amu# Mi#k F Mi#k product" $ecau"e of high price, #ack of dea#er "er(ice", "poi#age and #o. "he#f #ife etc. therefore, if "#ight modification in the marketing programme "uch a" dea#er" and out#et", promotion programmer", product #ine" etc., definite#y company can $e a" a monopo#y and "trong market #eader. Amu# ha" a#"o to take care of it" competitor" into con"ideration and more important#y it?" cu"tomer" $efore making any mo(e.

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR A7

The Taste of India


1I1LIO4R-P2Y Marketing Management Dhi#ip Kot#er, Kf India Dri(ate Limited, He. 'e#hi. Marketing Ce"earch% G., Brek, ata Mc Gra.5Hi## Du$#i"hing ,ompany he Mi##ennium 0dition, Drentice Ha##

Limited, He. 'e#hi Deriodica#% Bu"ine"" Mord 'GDI, Annua# Ceport5&7775+;;;

Ce"earch Methodo#ogy% ,.C.Kothari , +nd edition. S.H Murty and 6 Bho3anna Me$"ite Addre""%
www.a"ul.co"

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR AB

The Taste of India ,u"tomer Ce"pon"e E Nue"tionnaire


Saiyed Sohe#ahmed, "tudent of "econd year MBA of the H M S In"titute of echno#ogy, umkur, Karnataka, he i" doing main pro3ect on !,u"tomer Sati"faction o.ard" AM6L Mi#k F Mi#k product"2 at AM6L, Anand, Gu3arat a" a part of "tudy. I reAue"t you to pro(ide the reAuired information for the comp#etion of my "tudy. Dromi"e that the information i" u"ed e1c#u"i(e#y for academic purpo"e on#y. &. per"ona# profi#e% A. Hame% B. Addre""%

,% G% 0%

Se1% Age%

Ma#e% V V W

Gema#e V

Kccupation% &. Se#f5emp#oyed% V +. Hou"e .ife% V W W -.Drofe""iona#% V /. Student% V W W

+. 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

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR A.

The Taste of India


<. Mhich configuration .ou#d you decide on .hi#e $uying an Amu# productT a. Intermediarie"% V W W $. Standard% V W

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

9. Ho. often do you $uy thi" product of Amu#T a. 'ai#y% V W W $. Month#y% 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

&&. Sugge"tion )if any*%

'ate% S

SAIP0' SKH0LAHM0' )& HM ;8 MBA //*

D#ace% DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 70

The Taste of India


&'A"( )*+

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 71

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