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Brand loyalty, in marketing, consists of a consumer's commitment to repurchase or otherwise continue using the brand and can be demonstrated by repeated buying of a product or service, or other positive behaviours such as word of mouth advocacy. Brand loyalty is more than simple repurchasing, however. Customers may repurchase a brand due to situational constraints (such as vendor lock-in), a lack of viable alternatives, or out of convenience. Such loyalty is referred to as "spurious loyalty". True brand loyalty exists when customers have a high relative attitude toward the brand which is then exhibited through repurchase behaviour. This type of loyalty can be a great asset to the firm: customers are willing to pay higher prices, they may cost less to serve, and can bring new customers to the firm. For example, if Joe has brand loyalty to Company A he will purchase Company A's products even if Company B's are cheaper and/or of a higher quality. From the point of view of many marketers, loyalty to the brand in terms of consumer usage is a key factor. 4 types of customers or brand users.
Hard Core Brand Loyalists: These are customers who remain loyal to a single brand.
Soft Core Brand Loyalists: These are customers who remain loyal to 2-3 brands at a time.
Shifting Brand Loyalists: Shifting brand loyalists are those who keep shifting from one brand to another.But they can come back to the brand towards which they were loyal.
Switchers: The switchers always look for new brands.They prefer to experiment with different brands.At times they also switch to new brands because of price change.
Amul Butter Amul Lite Low Fat Breadspread Amul Cooking Butter
Cheese Range:
y y y y
Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozarella) Cheese Amul Shredded Pizza Cheese
y y y y
Amul Emmental Cheese Amul Gouda Cheese Amul Malai Paneer (cottage cheese) Utterly Delicious Pizza
Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom) Amul Amrakhand Amul Mithaee Gulabjamuns Amul Mithaee Gulabjamun Mix Amul Mithaee Kulfi Mix Avsar Ladoos
Amul Shakti 3% fat Milk Amul Taaza 1.5% fat Milk Amul Gold 4.5% fat Milk Amul Lite Slim-n-Trim Milk 0% fat milk Amul Shakti Toned Milk Amul Fresh Cream Amul Snowcap Softy Mix
Pure Ghee:
y y y
Amul Infant Milk Formula 1 (0-6 months) Amul Infant Milk Formula 2 ( 6 months above) Amulspray Infant Milk Food
Milk Powders:
y y y y
Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Sagar Tea and Coffee Whitener
Fresh Milk:
y y y y y y
Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardised Milk 4.5% fat Amul Slim & Trim Double Toned Milk 1.5% fat Amul Saathi Skimmed Milk 0% fat Amul Cow Milk
Curd Products:
y y y y
Yogi Sweetened Flavoured Dahi (Dessert) Amul Masti Dahi (fresh curd) Amul Masti Spiced Butter Milk Amul Lassee
Amul Icecreams:
y y
Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi) Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted Almond)
Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black Currant, Santra Mantra, Fresh Pineapple)
Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite, Cassatta)
Brown Beverage:
y
Milk Drink:
y
Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate)
y y y
Amul Kool Cafe Amul Kool Koko Amul Kool Millk Shaake (Mango, Strawberry, Badam, Banana)
Health Beverage:
y
Q2: How many members are there in your family? y y y y 24 58 9 -12 12 & above
Q3: How often do you consume Amul Butter? y y y y All the days Frequently Occasionally Not at all
Q4: How often do you purchase Amul Butter in a month? y y y Once in 7 days Once in 15 days Once in 3 weeks
Monthly once
Q6: Which brand of butter you perfer to purchase to your family? y y y y Amul Butter Mello Butter Nutralite Butter Britannia Butter
Q7: Which brand you are using currently? y y Amul Butter Other. . . . . . . . . . . . . .
Q8: How did you come to know about Amul Butter? y y y y y Not heard Friends Display Family Media
Q9: Where do you usually purchase the Amul Butter? y y y y Departmental stores Shopping mall Both Grocery shop
Q10: Usually what size you will purchase Amul Butter? y y y Small Medium Large
Q11: Why do you prefer to buy Amul Butter? y y y y Quality Price Taste Availability
Q12: Compared to last purchase has your present consumption of purchase of Amul Butter? y y y y Increased Some what increased No change Decreased
Q13: Rate the satifaction level of Amul Butter based on :(5 Max) y y y y Quality Value Price Availability
Q14: Are you completely satisfied with the Amul butter? y y Yes No
Q15: Have you ever encounter any Quality problem regarding Amul Butter? y y Yes No
TABLE 3.1
Age
16%
INTERPRETATION
Almost half of the respondents are of the age group of 15 25 years where as 22% of the respondents are of the age group of 26 35 years. Only 12% and 16% are of the age group of 36 45 years and 46 year and above.
TABLE-3.2 TABLE SHOWING OCCUPATION OF RESPONDENTS Occupations Students Employee Others Total (Source: Primary Data) CHART No of respondents 12 7 6 25 Percentage 50% 26% 24% 100%
Occupation
INTERPRETATION
Around 50% of the respondents are students where as other 50% are employee and are of other occupations which 26% and 24% respectively.
TABLE-3.3 TABLE SHOWING COMSUMTION OF AMUL BUTTER Consumption All the days Frequently Occasionally Not at all Total (Source: Primary Data) CHART No. of respondents 9 8 7 1 25 Percentage 38% 32% 28% 2% 100%
Consumption
2%
32%
INTERPRETATION
Around 38% of the surveyors consumed amul butter all the days of the week where as 32% have it frequently and still yet 28% have it occasionally and hardly 2% voted that they dont have it at all.
Purchase Once in 7 days Once in 15 days Once in 3 weeks Monthly once Total (Source : Primary data) CHART
No. of respondents 9 8 3 5 25
Purchase
18% 34%
14%
34%
INTERPRETATION
When the candidates were asked about the frequency of their purchases, it was seen that around 34% purchases butter every week whereas the next 34% purchase it every fortnight. Around 14% purchases butter in every 3 weeks whereas the rest 18% purchases it every month.
Preference
0
Branded Local
100%
INTERPRETATION:
When the people were asked of their choice for branded or local butter, 100% of them voted for branded.
TABLE 3.6 TABLE SHOWING BRAND PREFERRED BY THE RESPONDENT TO PURCHASE BUTTER TO THEIR FAMILY
Brands Amul Butter Mello Butter Nutralite Butter Britannia Butter Total No. of respondents 17 3 3 2 25 Percentage 68% 12% 12% 8% 100%
Brand
8% 12% 12% 68% Amul Butter Mello Butter Nutralite Butter Britannia Butter
INTERPRETATION:
Among the various butter brands available in the market about 68% prefer amul butter, 12% each for nutralite and mello butter and the rest 8% prefer Britannia.
Brands
0
26%
74%
INTERPRETATION When asked the people about their current usage, 74% replied that they were currently using amul butter whereas only 26% said that they were using other brands.
TABLE 3.8 TABLE SHOWING HOW THE RESPONDENTS CAME TO KNOW ABOUT AMUL BUTTER
Information No. of respondents 0 7 5 4 9 25 Percentage
Information
0%
28% 36%
18% 18%
Media
INTERPRETATION When I asked the people that how did they got to know about the product, if ever then maximum number of them (more than 60%) said that they have heard about it from media or from friends whereas 36% said that they have heard about it from family and display of hoardings and banners.
TABLE 3.9 TABLE SHOWING PLACE WHERE RESPONDENTS USUALLY PURCHASE AMUL BUTTER
Place Departmental stores Shopping malls Both Grocery shop Total No. of respondents 8 7 3 7 25 Percentage 32% 26% 14% 28% 100%
Sales
28%
14% 26%
INTERPRETATION It was observed that more than 72% buy amul butter either from departmental stores or malls or both of them whereas the rest of them buys it from groceries.
Sales
28%
INTERPRETATION About 42% of the surveyors said that they buy a large pack of amul butter whereas 30% said that they go for small sizes and the rest 28% go for medium sizes.
Prefernce
INTERPRETATION When the people were enquired about the reason of their preference for amul butter 34% replied that it was easily available, 28% bought it because of quality, 24% because of taste and 14% because of price.
Consumption
18% 26% Increased Some what increasded No change 30% 26% Decreased
INTERPRETATION More than 50% of the people surveyed said that there was an increase in the consumption of their butter and the rest said that there was no change or it decreased.
TABLE 3.13 TABLE SHOWING RESPONDENTS OPINION ABOUT THE PRICE OF THE AMUL BUTTER
Priced Low Reasonable High Very high Total No. of respondents 1 10 7 7 25 Percentage 6% 40% 28% 26% 100%
Priced
6% 26% Low Reasonable 40% High Very high 28%
INTERPRETATION The people had the combined opinion that the product was expensive as hardly 6% said that it was low priced. Rest all of them said that the price was high.
TABLE 3.14 TABLE SHOWING RESPONDENTS OPINION FOR THE COMPLETE SATIFACTION WITH AMUL BUTTER Satisfied Yes No Total (Source: Primary Data) CHART No. of respondents 20 5 50 Percentage 80% 20% 100%
Satisfaction
20%
yes no
80%
INTERPRETATION 80% of the respondents said yes that are being satisfied with the product where as only 20% of them said no.
TABLE 3.15 TABLE SHOWING RESPONDENTS OPINIONS ABOUT PROBLEM / COMPLAINTS REGRADING AMUL BUTTER No. of respondents Problem Yes No Total (Source: Primary Data) CHART 5 20 25 22% 78% 100% Percentage
Problem
22%
yes no
78%
INTERPRETAION As if now only 22% of the respondents have encountered problem with the product where as 78% of them have not faced any problem with the product
ANALYSIS
1. Most of respondents are young, students their input for the survey. They majorly contribute to the consumer population. 2. This shows that survey hold the majority of the students that is 100% 3. The number of respondents in the survey are 10 and out of them 56% of them are males and remaining are females. 4. The table concludes that Amul Butter is consumed on almost daily basis. This shows that butter is popular among the population and is an integral food product consumed by the masses. 5. Based on previous interpretations and current survey, most of the people ( more than 50%) consumes it on regular basis and also the frequency of purchase is majorly once in week, concludes that there is a heavy consumption ( and purchase) of Amul butter by the people. 6. The previous survey showed us that the people consume butter heavily. But people, today are aware of the practices and are health conscious. Hence forth they prefer a branded butter since branded products follow the standards for the preparation of butter, so that the quality and essence of the butter is maintained. 7. Table 3.6 shows that our brand is the most popular brand among the people. And Mello Butter is the secondly popular among the people followed by Nutralite Butter and Britannia Butter. 8. Amul Butter is the mostly used butter by the people. 9. The fact that no one voted for not heard shows that the brand is well reached in the market. Also, since Amul is the old brand (since white revolution), it is an well established brand and has maintained its reputation by ensuring the delivery of quality product regularly. The brand name is heard from the people since last two decades. 10. The availability of the Amul butter is very good. It is easily available and bought from various places. 11. The study shows that Amul Butter is available in different qualities and all the available packs are almost equally popular. This also shows that Amul targets all the classes of population, according to their needs. 12. The survey shows that Amul butter has maintained standards in all the fields such as quality, price, taste and availability. Major factor which contribute to people preferring Amul Butter is its quality which it has maintained and high availability of the product in the market. 13. The taste of the product and its easily availability are the major reasons behind the increase in consumption of Amul butter. 14. This study shows that the product is priced high according to the respondents.