1

A SUMMER TRAINING REPORT

ON
“AMUL KOOL FLAVOR MILK”

“STUDY CONSUMER BEHAVIOR & TRADE RESPONSE FOR

“AMUL KOOL FLAVOR MILK”

SUBMITTED
TO
Shree D. T. RAVAL
MANAGER
AHMEDABAD DEPOT.

GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION LTD.

AHMEDABAD

UNDER THE GUIDANCE OF

PROJECT GUIDE
Dr. B.K. OZA &
Dr. H. D. VYAS

SUBMITTED BY
AMIT SOLANKI
DEPARTMENT OF BUSINESS ADMINISTRATION
BHAVNAGAR UNIVERSITY
BHAVNAGAR.

2
 PREFACE

The MBA programme is well structured and integrated course of business studies. The main
objective of practical training at MBA level is to develop skill in student by supplement to the
theoretical study of business management in general. Industrial training helps to gain real life
knowledge about the industrial environment and business practices. The MBA programme provides
student with a fundamental knowledge of business and organizational functions and activities as well
as an exposure to strategic thinking of management.
In every professional course, training is an important factor. Professors give us theoretical
knowledge of various subjects in the college but we are practically exposed of such subjects when we
get the training in the organization. It is only the training through which I come to know that what an
industry is and how it works. I can learn about various departmental operations being performed in
the industry, which would, in return, help me in the future when I will enter the practical field.
Training is an integral part of MBA and each and every student has to undergo the training for
2 months in a company and then prepare a project report on the same after the completion of training.
During this whole training I got lot of experience and came to know about the management
practices in real that how it differs from those of theoretical knowledge and the practically in the real
life.
In todays globalize world, where cutthroat competition is prevailing in the market, theoretical
knowledge is not sufficient. Beside this one need to have practical knowledge, which would help an
individual in his/her carrier activities and it is true that “Experience is the best teacher”.

3
 ACKNOWLEDGEMENT

With immense pleasure, I would like to present this project report on a market research work
on AMUL KOOL FLAVOR MILK for Gujarat Co-operative Milk Marketing Federation Ltd.,
Ahmedabad. It has been an enriching experience for me to undergo my summer training at AMUL,
which would not have possible without the goodwill and support of the people around. As a student
of DEPARTMENT OF BUSINESS OF BUSINESS ADMINISTRATION, I would like to express
my sincere thanks to all those who helped me during my practical training programme.
Words are insufficient to express my gratitude toward Mr. D. T. Raval, the Branch Manager
of AMUL. I would like to give my heartily thanks to Mr. Anil Bayati, who permitted me to get
training at G.C.M.M.F. I am very thankful to Dr. B. K. Oza & Dr. H. D. Vyas, who helped me at
every step whenever needed.
Lastly, I convey my regards to the whole staff, which made my stay at G.C.M.M.F. LTD. A
memorandum part of life.

AMIT SOLANKI
DEPARTMENT OF BUSINESS ADMINISTRATION
BHAVNAGAR UNIVERSITY
BHAVNAGAR.

4
 PROJECT REPORT CONTENTS
SECTION A
THE PROJECT PROFILE
1. Project Background
2. G.C.M.M.F.: An Overview
3. List of products marketed by G.C.M.M.F.
4. Competitive situation.

SECTION B
THE PROJECT- EXECUTIVE SUMMARY/RESEARCH METHODOLOGY
1. Research Objectives
2. Research Design
3. Research Duration
4. Sampling Design
5. Size of Sample
6. Data Collection Method
7. Sampling Unit

SECTION C
1. Sample Profile for Trade Response.
2. Sample Profile for Consumer Behavior.
3. Questionnaire for Trade Response.
4. Questionnaire for Consumer Behavior.
5. Data analysis & interpretation of Trade Response.
6. Data analysis & interpretation of Consumer Behavior.
7. Market Potential of the product.
8. Findings & conclusion.
9. Suggestions.
10. Limitations.

BIBLIOGRAPHY

5
 SECTION A
THE PROJECT PROFILE
1. Project Background & introduction
2. G.C.M.M.F.: An Overview
3. List of products marketed by G.C.M.M.F.
4. Competitive situation.

6
 PROJECT BACKGROUND AND INTRODUCTION

In the year 1946, the first milk union was established. This union was started with 250 litres
of milk per day. In the year 1955, AMUL was established. In the year 1946, the union was known as
KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION. This union selected the brand
name AMUL in 1955.
The brand name Amul means “AMULYA”. This word derived from the Sanskrit word
“AMULYA”. A quality control expert in Anand had suggested the brand name “AMUL”. Amul
products have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul
Ghee, Amul spray, Amul Cheese, Amul Munch Times, Amul Shrikhand, Amul Ice Cream, Nuramul,
Amul Milk, Amul Milk Drinks and Amulya have made Amul a leading food brand in India. Today
Amul is a symbol of many things like of the high quality products sold at reasonable prices, of the
genesis of a vast co-operative network, of the triumph of indigenous technology of the marketing
savvy of a farmers organization. And have a proven moldel for dairy development.

7
 G.C.M.M.F.: AN OVERVIEW

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing
organisation. It is a state level apex body of milk cooperatives in Gujarat which aims to provide
remunerative returns to the farmers and also serve the interest of consumers by providing quality
products which are good value for money.

Members: 13 district cooperative milk producers'

Union
No. of Producer Members: 2.6 million
No. of Village Societies: 12,792
Total Milk handling capacity: 10.16 million litres per day
Milk collection (Total - 2006-07): 2.38 billion litres
Milk collection (Daily Average 2006- 6.5 million litres
07):
Milk Drying Capacity: 594 Mts. per day
Cattlefeed manufacturing Capacity: 2640 Mts per day
Rs
Sales Turnover US $ (in million)
(million)
1994-95 11140 355
1995-96 13790 400
1996-97 15540 450
1997-98 18840 455
1998-99 22192 493
1999-00 22185 493
2000-01 22588 500
2001-02 23365 500
2002-03 27457 575
2003-04 28941 616
2004-05 29225 672

8
 LIST OF PRODUCTS MARKETED BY G.C.M.M.F.

Breadspreads:

• Amul Butter
• Amul Lite Low Fat Breadspread
• Amul Cooking Butter

Cheese Range:

• Amul Pasteurized Processed Cheddar Cheese

• Amul Processed Cheese Spread
• Amul Pizza (Mozarella) Cheese
• Amul Shredded Pizza Cheese
• Amul Emmental Cheese
• Amul Gouda Cheese
• Amul Malai Paneer (cottage cheese)
• Utterly Delicious Pizza

Mithaee Range (Ethnic sweets):

• Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom)

• Amul Amrakhand
• Amul Mithaee Gulabjamuns
• Amul Mithaee Gulabjamun Mix
• Amul Mithaee Kulfi Mix
• Avsar Ladoos

UHT Milk Range:

• 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:

• Amul Pure Ghee

• Sagar Pure Ghee
• Amul Cow Ghee
• Infant Milk Range

9
 • Amul Infant Milk Formula 1 (0-6 months)
• Amul Infant Milk Formula 2 ( 6 months above)
• Amulspray Infant Milk Food

Milk Powders:

• Amul Full Cream Milk Powder

• Amulya Dairy Whitener
• Sagar Skimmed Milk Powder
• Sagar Tea and Coffee Whitener

Sweetened Condensed Milk:

• Amul Mithaimate Sweetened Condensed Milk

Fresh Milk:

• 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:

• Yogi Sweetened Flavoured Dahi (Dessert)

• Amul Masti Dahi (fresh curd)
• Amul Masti Spiced Butter Milk
• Amul Lassee

Amul Icecreams:

• 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)
• Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae)
• Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite,
Cassatta)
• Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic)

Chocolate & Confectionery:

10
 • Amul Milk Chocolate
• Amul Fruit & Nut Chocolate

Brown Beverage:

• Nutramul Malted Milk Food

Milk Drink:

• Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate)
• Amul Kool Cafe

Health Beverage:

• Amul Shakti White Milk Food

11
 COMPETITIVE SITUATION

Following are the major competitors in the Milk Drink sector:

Competitors Profile:
1. Amul Kool
2. Amul Kool Flavoured Bottled Milk
3. Amul Kool Thandai
4. Nestle Milk
5. Nestle Slim Milk
6. Rajavadi Mast Milk
7. Gaurav Mast Milk

12
 SECTION B
THE PROJECT – EXECUTIVE SUMMARY/RESEARCH METHODOLOGY
1. Research Objectives
2. Research Design
3. Research Duration
4. Sampling Design
5. Size of Sample
6. Data Collection Method
7. Data Analysis Method
8. Area of Survey
9. Sample Unit

13
 RESEARCH OBJECTIVES

1. To estimate the market potential and perception towards “Amul Kool Flavor Milk.”
2. To find out the frequency of consumption of “Amul Kool Flavor Milk.”
3. To know the awareness level among the retailers for the “Amul Kool Flavor Milk.”
4. To do market analysis in order to study the usage pattern and buying behavior of
“Amul Kool Flavor Milk.”
5. To know the awareness level of the consumers for the “Amul Kool Flavor Milk.”
6. To find out the causes of not buying the “Amul Kool Flavor Milk.”

RESEARCH DESIGN

EXPLORATORY RESEARCH DESIGN

RESEARCH DURATION

APPROXIMATELY 6 WEEKS

SAMPLING DESIGN

CONVENIENCE BASIS

SIZE OF SAMPLE

150 RETAIL SHOPS & 100 CONSUMERS

14
 DATA COLLECTION METHOD

1. PRIMARY DATA
Direct Interview through Questionnaire
2. SECONDARY DATA
Websites

DATA ANALYSIS METHOD

GRAPHICAL METHOD

AREA OF SURVEY

BHAVNAGAR CITY

SAMPLING UNIT

RETAIL SHOPS &

CONSUMERS

15
 SECTION C

1. Sample Profile of retailers.

2. Sample Profile of consumers.
3. Questionnaire for retailers.
4. Questionnaire for consumers.
5. Data analysis & interpretation of Trade Response.
6. Data analysis & interpretation of Consumers.
7. Market Potential of the product.
8. Findings & conclusion.
9. Suggestions.
10. Limitations.

16
 SAMPLE PROFILE OF RETAILERS

SR NO. SHOP NAME AREA

1. Muralidhar Pan Jasonath Chowk
2. Satnam Bakery Nirmal Nagar
3. Diamond Pan Centre NIrmal Nagar
4. Om Sai Pan Centre NIrmal Nagar
5. Bhagavati Provision Store Bhayani Ni vadi
6. Jalaram Kariyana Store Bhayani Ni vadi
7. Atul Provision Store Shastri Nagar
8. Mahadev Pan Parlour Shastri Nagar
9. Yatra Parlour Kalanala
10. Apna Parlour Madhavdeep
11. Super Cold drinks Madhavdeep
12. Ajay Parlour Madhavjyot
13. Mona Bakery Kalubha Road
14. Anand Pan Parlour Kalubha Road
15. Takteshwar Provision Store Kalubha Road
16. Shriji Provision Store Kalubha Road
17. Jain Provision Store Vidhya Nagar
18. Vidhyanagar Provision Store Vidhya nagar
19. Manpasand Bakery Sahakari hat
20. Soni Fast Food Sahakari hat
21. Mahadev Bakery Sahakari hat
22. Amrut Parlour Madhav Hill
23. Rasmalai Opp. Dr. House
24. Laxmi Bakery Opp.Raymond
25. Ashok Ice Cream Dr. House
26. Tulsi Restaurant Kalanala
27. Arazoo Provision Store NationalLojedel
28. Shetty Masoor Café Pirchhalla Sheri
29. Kishore Pan Parlour Anantvadi
30. Shankar Provision Store Anantvadi
31. Laxminarayan Farasan VirabhadraShop
32. Madhuvan Store Devubag

17
33. Shakti General Store Devubag
34. Shri Ram Lassi Centre Devubag
35. Akshar Cream Parlour Devubag
36. Dessert Parlour Devubag
37. Avani Provision Store Tele. Exchange
38. Adarsh Sweet Mart Jamadar Sheri
39. Shreeji Parlour Main Bazaar
40. Mehta Jethalal Undi Vakhar
41. Muni Pendavala Khar Gate
42. Das Pendavala Khar Gate
43. Dharmik Milk Agency Khar Gate
44. Prakeshkumar Mohanlal Nanbha Sheri
45. Krishna Dairy Rupam Chowk
46. Shiv Colddrink Business Centre
47. Bharati Provision Store Vege. Market
48. Muralidhar Pan Parlour Bhidbhanjan
49. Hari Om Provision Store Bhavnagar Para
50. Raj Ashapura Milk Parlour Press Quarter
51. Khodiyar Milk Dairy S. T. Workshop
52. Amar Enterprise Fulsor
53. Poonam Pan Parlour Fulsor
54. Tulsi Colddrink Fulsor
55. Ashirvad Pan Parlour Chitra
56. Gayatri General Store Chitra
57. Amul Parlour Chitra
58. Bhagavati Pan Parlour Chitra
59. Vishwas Bakery & Store Desai Nagar
60. Sita General Store Press Quarter
61. Samarth Juice Centre Sar. Nag. Circle
62. Khodiyar Ice Cream Sar. Nag. Circle
63. Ashapura Parlour Sar. Nag. Circle
64. Amar Provision Store Sindhu Nagar
65. Jainam Provision Store Rupani Circle
66. Dhanalaxmi Store Rupani Circle
67. Ravi Provision Store Gogha Circle

18
 68. Haridarshan Provision Store Gogha Circle
69. Kamal Store Gogha Circle
70. Amarlal Bakery Gogha Circle
71. Anmol Bakery Gogha Circle
72. Satnam Provision Store Gogha Circle
73. Jagadish Provision Store Muni Dairy
74. Mahalaxmi Lassi Centre Ambavadi
75. Tirupati Ice Cream Centre Muni Dairy
76. Khodiyar Dairy Farm Muni Dairy
77. Uttam General Store Muni Dairy
78. Sahin Provision Store Muni Dairy
79. Ratnadeep Provision Store Suvidha Townsh
80. Padmavati Provision Store Suvidha Townsh
81. Shivshakti Colddrink Ring Road
82. Vadavali Ice Cream Centre Gogha Jakatnak
83. Chamunda Provision Store Gogha Jakatnak
84. Deepa General Gogha Jakatnak
85. Mukeshkumar Popatlal Store Gogha Jakatnak
86. Ashok Provision Store Ram Mantra Ma
87. Sadguru Pan Store Ram Mantra Ma
88. Prashant Provision Store Ram Mantra Ma
89. Shri Sriyajin Provision Store Ram Mantra Ma
90. Shri Laxmi Provision Store Lakhubhai Hall
91. Shri Ramkrishna Dairy Farm Lakhubhai Hall
92. Sitaram Provision Store Lakhubhai Hall
93. Pandya Provision Store Lakhubhai Hall
94. Sitaram General Store Bhagavati Park
95. Jalaram Provision Store Sagavadi
96. Top-3 Juice Parlour Top-3 Cinema
97. Food Zone Top-3 Cinema
98. Gayatri Pan House Opp. DSP Offic
99. Himalaya Ice Cream Parlour Divanpara Road
100. Shri Nanak Bakery Navapara Chow
101. Lucky Bakery Store Nagar Pole
102. Sugand Ghar Vora Bazaar

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 103. Royal Bakery Divanpara Road
104. Sadguru Bakers & Cake Shop Shrinathaji Naga
105. Bhagavati Provision Store 12 no. Bus Stop
106. Nilakantha Provision Store Gayatri Nagar
107. Amar Provision Store Gayatri Nagar
108. Pancharatna Provision Store Gayatri Nagar
109. Doli Pan Store Gayatri Nagar
110. Ramdev Colddrink Gayatri Nagar
111. Paras General Store Ring Road
112. Dev Provision Store Devaraj Nagar
113. Bombay Fastfood Cresent Circle
114. Shrinivas Provision Store Cresent Circle
115. Om General Store Meghani Circle
116. N X Zone Rubbery Factory
117. Parth General Store Don Chowk
118. Vijay Provision Store Don Chowk
119. Sadgurukrupa General Store Don Chowk
120. Krishna Lassi Parlour Don Chowk
121. Krishna Colddrink & Pan Parlour Don Chowk
122. Bhagyalaxmi Provision Store Diamond Chow
123. Akshar Provision Store Opp. Blood Ban
124. Lucky Provision Store Shishuvihar Cir.
125. Nazaf Store Shishuvihar Cir.
126. Santosh Pan Parlour Prabhudas Talav
127. Rajchamunda Bakery Bordi Gate
128. Khodiyar Restaurant Dipak Chowk
129. Sunny Provision Store Last Bus Stop
130. Cash & Carry Talaja Road
131. Ankur Consumer Talaja Road
132. Shriji Consumer Talaja Road
133. Novelty Bakery Talaja Road
134. Shreenathaji Provision Store Hill Drive
135. Tulsi Provision Store Sanskar Mandal
136. Famous Amul Parlour Sanskar Mandal
137. Ami Provision Store Sanskar Mandal

20
138. Shraddha Provision Store Sanskar Mandal
139. Shree Ramkrishna General Store Sanskar Mandal
140. Madhur Consumer Store Op.Devumatem.
141. Gopal Bakery Sindhu Nagar
142. Shankar Provision Store Sindhu Nagar
143. Ramdev Cold drink Sindhu Nagar
144. Sadguru Provision Store Sindhu Nagar
145. Ramkrishna General Store Sindhu Nagar
146. Dharmendra Provision Store Atabhai Road
147. Yash Consumer Store Atabhai Chowk
148. Rajshakti Parlour Atabhai Chowk
149. King Bakers & General Store Atabhai Chowk
150. Goodluck General Store Opp. Centralsalt

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 SAMPLE PROFILE OF CONSUMERS

NAME ADDRESS
1. Mr.Amit K. Derara Kalubha Chowk
2. Mr.Abhishek Gupta Waghawadi Road
3. Mr.Nitin Patel Mahavir Palace
4. Mr.Manoj Gohil Nirmal Nagar
5. Mr. Jaydee Rav Mahavir Palace
6. Mr. Jay Patel Hill Drive
7. Mr. Nirav Gajjar Ahmedabad
8. Mr. Tarang Sachaniya Kalvibid
9. Mr. Rajesh Dabhi Vijayraj Nagar
10. Mr. Haradevsinh Gohil Kalvibid
11. Mr. Rajesh Lathiya Kalvibid
12. Mr. Vipul Desai Pirachhalla Sheri
13. Mr. Jignesh Gadhi Rajkot
14. Mr. Khodabha Kanani Boratalav
15. Mr. Kishore Kamaliya Sindhunagar
16. Mr. Rajesh Khimanee Sindhunagar
17. Mr. Chirag Desai Sindhunagar
18. Mr. Jitendra Solanki Gayatrinagar
19. Mr. Haribhai Bhatt Kalvibid
20. Mr. Bhavesh Patel Kalubha Chowk
21. Mr. Raju Raychura Kalanala Chowk
22. Mr. Chandresh Jadav Kalvibid
23. Mr. Javerbhai Mavani Fariyadka
24. Mr. Paresh Thakkar Jail Road
25. Mr. Chirag Solanki Bharatnagar
26. Mr. Bhavesh Rathod Gogha Road
27. Mr. Jagdish Rathod Kumbharvada
28. Mr. Nayan Mongia Kanbivad
29. Mr. Bharat Pathak Tulsi Park
30. Mr. Bhavin Lakhani Ayodhyanagar
31. Mr. Dharmendra Pandya Sitaramnagar
32. Mr. Dhiren Pathak Sagwadi
33. Mr. Kuldeepsinh Gohil Ambala-Sihore
34. Mr. Haradevsinh Gohil Tana-Sihore
35. Mr. Nikhilesh Dixit Press Quarter
36. Mr. Jignesh Mehta RLY Stadium Col.
37. Mr. Vishalsinh Gohil Ambala-Sihore

22
38. Mr. Kalpesh Parekh Subhashnagar
39. Mr. Dhirubhai Kataria Kalvibid
40. Mr. Nirmal Shethwala Shivnagar
41. Mr. Rajanikant Kataria Kalvibid
42. Mr. Viral Viradia Rajkot
43. Mr. Rajiv Viradia Rajkot
44. Mr. Dinesh Vala Kalvibid
45. Mr. Dixit Shethwala Shivnagar
46. Mr. Dhirubhai Wala Bharatnagar
47. Mr. Yogesh Raval Mohannagar-Sids.
48. Mr. Rajesh Patel Shantinagar
49. Mr. Sunil Joshi Kalvibid
50. Mr. K.V. Rana Kalvibid
51. Mr. Kamlesh Patel Hill-Drive
52. Mr. Ramanik Soni Hari-Om Nagar
53. Mr. Himmatlal Harasora Devubag
54. Mr. Bipinsinh Shah Sanosara
55. Mr. Hariprasad Raval Sanosara
56. Mr. Bharat Agheda Budhel
57. Mr. Vikramsinh Raval Sagwadi
58. Mr. Nitin Solanki Kumbharwada
59. Mr. Pradeep Solanki Kumbharwada
60. Mr. Manhar Maru Kumbharwada
61. Mrs. Kailash Vegal Amar Society
62. Mrs. Jaya Beladiya Amar Society
63. Mrs. Champa Limbani Amar Society
64. Miss Shital Chavada Khodal Chowk
65. Mrs. Hansaben Chavada Amar Society
66. Miss Divya Chavda Amar Society
67. Miss Silky Dhameja Sindhunagar
68. Mrs. Kokila Dave Gogha Circle
69. Miss Dhruti Mehta Sanskar Mandal
70. Dr. N. A. Raninga Hill Drive
71. Mrs. Kumud Raval Ram mantra Mandir
72. Mrs. Ruksana Panjawani Talaja Road
73. Mrs. Uma Mehta Rubber Factory Circle
74. Mrs. Magna Makwana Kalvibid
75. Miss Asmita Mandaliya Vadva Chora
76. Miss Aarti Patel Vijayrajnagar
77. Miss Dhara Patel Vijayrajnagar

23
78. Miss Priti Patel Subhashnagar
79. Mrs. Divyaba Jadeja Opp. Central Salt
80. Miss Janki Patel Hill Drive
81. Mrs. Neeta Makwana Hill Drive
82. Mrs. Bhavana Kawa Hill Drive
83. Mrs. Manjula Makwana Ridhi Park
84. Miss Deepti Rathod Gayatrinagar
85. Mrs. Madhuri Solanki Kumbharwada
86. Miss Priyanka Pandya Rubber Factory Circle
87. Mrs. Nandu Solanki Kumbharwada
88. Miss Tejal Jani Kanabivad
89. Mrs. Ila Oza Saradarnagar
90. Mrs. Kailash Vegad Kumbharwada
91. Mrs. Rachana Gohil Sahakarnagar
92. Mrs. Hetal Gohil Sahakarnagar
93. Miss Sunita Budhadev Vijayrajnagar
94. Miss Khanjan Vhara Devarajnagar
95. Miss Bansi Pandya Shivaji Circle
96. Mrs. Bharati Boricha Kumbharwada
97. Mrs. Hansa Makwana Kumbharwada
98. Mrs. Kantu Makwana Kumbharwada
99. Mrs. Ranjan Makwana Kumbharwada
100.Mrs.Nirmala Boricha Kumbharwada

24
 QUESTIONNAIRE FOR RETAILERS
SHOP NAME: AREA:
ADDRESS:

1. Do you keep Amul’s products?

(A) Yes [ ] (B) No [ ]
2. Do you know about “Amul Kool Flavoured Milk”?
(A) Yes [ ] (B) No [ ]
3. How do you come to know about “Amul Kool Flavoured Milk”?
(A) By distributors [ ] (B) By customers [ ]
(C) By other shopkeepers [ ] (D) Others [ ]
4. Do you keep “Amul Kool Flavoured Milk”?
(A) Yes [ ] (B) No [ ]
5. Which kind of flavor is the most popular in your shop?
(A) Kesar [ ] (B) Elaichi [ ] (C) Rose [ ] (D) Mango [ ]
6. How many bottles do you sell in a month?
(A) 1 to 5 [ ] (B) 6 to 10 [ ] (C) More than 10 [ ]
7. Did you keep “Amul Kool Flavoured Milk”?
(A) Yes [ ] (B) No [ ]
8. Why do you not keep “Amul Kool Flavoured Milk”?
(A) As distributors still not approach you. [ ]
(B) Customers do not buy this product. [ ]
(C) You feel that this product will not sale. [ ]
(D) You do not get regular supply/service. [ ]
(E) Other reasons. [ ]
9. Retailers view about why consumers do not buy “Amul Kool
Flavoured Milk”?
(A) Unawareness about product. [ ]
(B) Does not like taste. [ ]
(C) Higher Price. [ ]
(D) Other reasons. [ ]
10. How much stock do you keep approximately?
(A) 1 to 5 [ ] (B) 6 to 10 [ ] (C) More than 10 [ ]
11. Do you think that the packaging of “Amul Kool Flavoured Milk” is
attractive?
(A) Yes [ ] (B) No [ ]
12. Do you think that logo of “Amul” is required to increase the sale of
“Amul Kool Flavoured Milk”?
(A) Yes [ ] (B) No [ ]

25
13. What are your ideas about to increase the sale of “Amul Kool
Flavoured Milk”?
(A) Price should be decreased. [ ]
(B) Change in the taste. [ ]
(C) Improvement in the promotion system. [ ]
(D) Other ideas. [ ]
14. Why do people buy “Amul Kool Flavoured Milk”?
(A) Better quality. [ ] (B) Good taste. [ ]
(C) Cheaper than other products. [ ] (D) Hobby [ ]
(E) Other reasons. [ ]
15. Do you get sufficient stock of the product?
(A) Yes [ ] (B) No [ ]
16. Which other brands do you keep?
(A) Amul Kool [ ] (B) Amul Kool Thandai [ ]
(C) Rajavadi Mast [ ] (D) Amul Kool Chocolate Milk [ ]
(E) Other brands
17. Which is the most popular brand at your shop?
(A) Amul Kool Chocolate Milk [ ] (B) Amul Kool [ ]
(C) Amul Kool Flavoured Milk [ ] (D) Rajavadi Mast [ ]
(E) Other [ ]
18. How much profit do you get on other products?
(A) Less than “Amul Kool Flavoured Milk [ ]
(B) Same as “Amul Kool Flavoured Milk [ ]
(C) More than “Amul Kool Flavoured Milk[ ]

THANK YOU

26
 QUESTIONNAIRE FOR CONSUMERS
CONSUMER NAME: AGE:
ADDRESS:

1. Do you know about “Flavoured Milk?

(A) Yes [ ] (B) No [ ]
2. Do you know about “Amul Kool Flavor Milk”?
(A) Yes [ ] (B) No [ ]
3. How did you come to know about “Amul Kool Flavoured Milk”?
(A) By friends [ ] (B) By relatives [ ]
(C) By shopkeepers [ ] (D) By advertisement (E) Others [ ]
4. By which media of advertisement you knew about “Amul Kool Flavored
Milk”?
(A) Newspaper [ ] (B) Television [ ] (C) Magazine [ ] (D) Others [ ]
5. Do you buy “Amul Kool Flavoured Milk”?
(A) Yes [ ] (B) No [ ]
6. Why do you buy “Amul Kool Flavoured Milk”?
(A) Good quality [ ] (B) Good taste [ ] (C) Cheaper than other products [ ]
(D) Branded company [ ] (E) Other reasons [ ]
7. Which flavor do you like most in the “Amul Kool Flavoured Milk”?
(A) Rose [ ] (B) Mango [ ] (C) Elaichi [ ] (D) Kesar [ ]
8. Why do you not buy “Amul Kool Flavoured Milk”?
(A) Unawareness [ ] (B) Don’t like taste [ ] (C) Higher price [ ]
(D) Other reasons [ ]
9. Did you buy “Amul Kool Flavoured Milk”?
(A) Yes [ ] (B) No [ ]
10. Which other brands do you buy?
(A) Amul Kool [ ] (B) Amul Kool Thandai [ ]
(C) Amul Kool Chocolate Milk [ ] (D) Other product [ ]
11. Which brand do you like most?
(A) Amul Kool Chocolate Milk [ ] (B) Amul Kool Flavoured Milk [ ]
(C) Amul Kool [ ] (D) Amul Kool Thandai [ ] (E) Other [ ]

THANK YOU

27
 DATA ANALYSIS & INTERPRETATION OF TRADE RESPONSE

1. Do you keep Amul’s products?

Yes 94.00%
No 6.00%

6.00%

94.00%

Yes
No

Out of 150 retailers, 94% (141) retailers keep Amul’s products and only 6% (9)
retailers do not keep Amul’s products.

28
2. Do you know about “Amul Kool Flavoured Milk”?
Yes 80.67%
No 19.33%

Awareness of "Amul Kool Flavor Milk"

19.33%

80.67%

Yes
NO

Out of 150 retailers, 80.67% (121) retailers know about Amul Kool Flavoured
Milk and 19.33% (29) retailers do not know about the product. So the G.C.M.M.F.
needs to go for aggressive marketing strategies to get attention in the market.

29
3. How do you come to know about “Amul Kool Flavoured Milk”?
By distributors 57.85%
By customers 13.22%
By other shopkeepers 14.05%
Others 14.88%

Mode of awareness to retailers

14.88%

14.05%

13.22% 57.85%

Distributor Customers Other shopkeepers Others

From the entire sample retailers, majority 57.85% (70) retailers were come to
know about the product by distributors, so other modes of communication needs to be
exercised properly for creating more awareness among retailers.

30
4. Do you keep “Amul Kool Flavoured Milk”?
Yes 47.11%
No 52.89%

Do you keep "Amul Kool Flavor Milk"?

47.11%
52.89% Yes
No

As it can be seen in the graph that majority of the retailers do not keep “Amul
Kool Flavoured Milk.” Only 47.11% (57) retailers keep “Amul Kool Flavoured Milk.”
So the G.C.M.M.F. needs to advertise its product.

31
5. Which kind of flavor is the most popular in your shop?
Kesar 50.88%
Rose 21.05%
Elaichi 28.07%

Most popular flavor

28.07%

50.88%
Kesar
Rose
21.05% Elaichi

Out of 4 flavors of the product, Kesar is the most popular 50.88% and Elaichi is
the 2nd most popular flavor in the Bhavnagar city. So the G.C.M.M.F. needs to
advertisement for the flavor of Rose and Mango.

32
6. How many bottles do you sale in a month?
1 to 5 66.67%
6 to 10 19.30%
More than 10 14.03%

Bottles sold in a month

1 to 5
6 to 10
14.03% 66.67%
More than 10

19.30%

33
 57 retailers keep “Amul Kool Flavor Milk”, out of them 66.67% (38) retailers can
sale the bottles 1 to 5 in a day. 6 to 10 bottles can be sold by 11 retailers in a day.

7. Did you keep “Amul Kool Flavor Milk”?

Yes 66.94%
No 33.06%

Retailers who were kept earlier

33.06%

Yes
No

66.94%

34
 Out of 121 retailers, 66.94% (81) retailers were keeping and 33.06% (40) retailers
were not keeping “Amul Kool Flavor Milk”. So the G.C.M.M.F. needs to advertise its
product.
8. Why do you not keep “Amul Kool Flavor Milk”?
Distributors still not approach you. 3.13%
Customers do not buy this product. 54.69%
Feel that this product will not sale. 6.25%
You do not regular supply. 6.25%
Other reasons. 29.36%

Reasons for not keeping the product

3.13%

29.69%

54.69%
6.25%

6.25%

Dist. Not approached you

Customers don't buy
feel that this product will bot sale
don’t get teguler supply
other reasons 35
 Out of 64 retailers, 54.69% (35) retailers do not keep the product due to customer
do not purchase this product. So the G.C.M.M.F. needs to advertise its product.

9. Retailers view about why consumers do not buy “Amul Kool Flavor Milk”.
Unawareness about the product. 29.97%
Do not like taste. 6.61%
Higher price . 52.07%
Other reasons. 17.36%

Perception of Retailers about not

buying the product by consumers
17.36%
29.97% Unawareness
about product

Does not like

taste

Higher Price
6.61%

52.07% Other reasons

36
 As per the retailers view, 52.07% (63) retailers say that due to higher price,
customers do not buy this product.
Where as 23.97% (29) retailers say that they are not aware about the product. So
there is need of advertisement.
10. How much stock do you keep approximately?
1 to 5 8.77%
6 to 10 7.02%
More than 10 84.21%

STOCK OF THE GOODS

8.77%
7.02%

1TO 5

6TO10

More than 10

84.21%

37
Out of 57 retailers, 84.21% (48) retailers keep more than 10 bottles in the stock. Where
as 8.77% (5) retailers keep 1 to 5 bottles in the stock.
11. Do you think that the packaging of “Amul Kool Flavor Milk” is attractive?
Yes 71.90%
No 28.10%

Is packaging of the product is

attractive?
28.10%

71.90%

Yes No

38
 Out of 121 retailers, 71.90% (87) retailers say that the packaging of the product is
attractive.
So the packaging of the “Amul Kool Flavor Milk” is attractive.
12. Do you think that the logo of “Amul” is required to increase the sale of the product?
Yes 69.42%
No 30.58%

Requirement of "Amul" logo.

30.58%
Yes

No

69.42%

39
 Out of 121 retailers, majority of the retailers 69.42% (84) retailers say “yes” and
30.58% (37) retailers say “no”.
So the logo of “Amul” is required to increase the sale of the product.

13. What are ideas about to increase the sale of the “Amul Kool Flavored Milk”?
Price should be decreased 68.60%
Change in the taste 9.09%
Improvement in the system 19.01%
Other ideas 3.30%

Ideas to increase the sale

3.30%
Price should
19.01% 68.60% be decreased

Change in the
taste
9.09%
Improvement
in the
promotion
Other ideas

40
Majority of the retailers 68.60% (83) retailers say that the price should be decreased and
19.01% (23) retailers are in favor of improvement in the promotion strategy.
So the G.C.M.M.F. should advertise to increase the sale of the product.

14. Why do people buy “Amul Kool Flavor Milk”?

Better quality 56.20%
Good taste 23.14%
Hobby 2.48%
Other reasons 18.18%

Reasons of buying the product by

customers
18.18% Better quality

Good taste
2.48%
Cheaper than
other products
Hobby
23.14%
Other reasons
56.20%

41
 56.20% (68) retailers believe that the consumers buy this product because of
better quality. 23.14% (28) retailers say about good taste.
So the quality of the product is good.
15. Do you get sufficient stock of the product?
Yes 92.98%
No 7.02%

Sufficient stock of the product

7.02%

Yes

No

92.98%

42
 Majority of the retailers 92.98% (53) retailers are getting sufficient stock of the
product. So the production management of the G.C.M.M.F. is good.
16. Which other brands do you keep?
Amul Kool 43.32%
Amul Kool Thandai 29.36%
Amul Kool Chocolate Milk 18.35%
Other brands 9.17%

Other brands kept by shopkeepers

9.17% Amul kool

18.35% Amul Thandai

43.32%
Rajwadi mast
0.00%

Amul kool
29.36% choclate milk
other brands9

43
 Out of 109 retailers, 43.12% (47) retailers keep “Amul Kool” while 29.36% (32)
retailers keep “Amul Kool Thandai” while 18.35% (20) retailers are keeping “Amul
Kool Flavor Milk”.
17. Which is the most popular brand at your shop?
Amul Kool Chocolate Milk 6.94%
Amul Kool 40.28%
Amul Kool Flavor Milk 41.67%
Other brands 11.11%

Most popular brand

11.11% 6.94% Amul Kool
0.00% 40.28% Chocolate
Milk
Amul Kool

Amul Kool
41.67% Flavored Milk

Rajvadi Mast

Others

44
 Out of 72 retailers, 41.67% (30) retailers say about “Amul Kool Flavor Milk.”
While the “Amul Kool” is the 2nd most popular brand.
18. How much profit do you get on other brands?
Less than “Amul Kool Flavor Milk” 38.46%
Same as “Amul Kool Flavor Milk” 15.38%
More than “Amul Kool Flavor Milk” 46.15%

Profit margin on other brands

compare to "Amul Kool FlavorMilk"

38.46%
46.15%

15.38%
Less than "Amul Kool Flavor Milk"
Same as "Amul Kool Flavor Milk"
More than "Amul Kool Flavor Milk

45
 Out of 39 retailers, 46.15% (18) retailers are getting profit more than “Amul Kool
Flavor Milk” while 15.38% (6) retailers are getting same as “Amul Kool Flavor Milk.”

DATA ANALYSIS & INTERPRETATION OF CONSUMER BEHAVIOR

1. Do you know about “Flavor Milk”?

Yes 74%
No 26%

Awareness of “Flavor Milk”

26%

Yes
No

74%

46
 Out of 100 consumers, 74% (74) people know about “Flavor Milk” and 26% (26)
people do not know about “Flavor Milk.” So the G.C.M.M.F. should advertise for
product to increase the level of the awareness and sales of the product.
2. Do you know about “Amul Kool Flavor Milk”?
Yes 74%
No 26%

Awareness of “Amul Kool Flavor Milk”

Awareness

26%
Aa

Yes

No

74%

47
 Out of 100 consumers, 74% people know about “Amul Kool Flavor Milk” and
26% people don’t know about “Amul Kool Flavor Milk.” So the G.C.M.M.F. should
advertise to increase the level of awareness and sales of the product.
3. How did you come to know about the “Amul Kool Flavor Milk”?
By friends 13.51%
By relatives 9.46%
By shopkeepers 38.57%
By advertisements 34.29%
Others 8.11%

Know about “Amul Kool Flavor Milk”

8.11% 13.51%
By friends
34.29% 9.46%
By relatives

By
shopkeepers
By
advertisement
38.57% Others

48
 Out of 74 consumers, 38.57% (27) consumers have come to know about the
product by shopkeepers and 34.29% (24) people have come to know by advertisement.
So the G.C.M.M.F. needs more advertisement to increase the sale of the product.

4. By which media of advertisement you knew about “Amul Kool Flavor Milk”?
Newspapers 20.83%
Television 45.83%
Magazine 8.33%
Others 25.00%

Media of advertisement

25.00% 20.83%

Newspaper
Television
Magazine
8.33%
Others

45.83%

49
 Out of 24 people who have come to know about this product, from them 45.83%
(11) consumers have known by television and 8.33% (2) consumers have known by
magazine.
So the G.C.M.M.F. should increase the advertisements.
5. Do you buy “Amul Kool Flavor Milk”?
Yes 77.03%
No 22.97%

Buying of the product

22.97%

Yes
No

77.03%

50
 Out of 74 consumers, 77.03% (57) consumers buy this product and 22.97% (17)
consumers do not buy this product.
So the G.C.M.M.F. should launch beneficial strategy for the consumers to increase
the sale of this product.
6. Why do you buy “Amul Kool Flavor Milk”?
Good quality 36.84%
Good taste 47.37%
Cheaper than other product 1.75%
Branded company 14.04%
Other reasons 0.00%

Reasons of buying the product

0.00%
14.04%
Good quality
1.75%
36.84%
Good taste

Cheaper than
other product
Branded
company
Other reasons
47.37%

51
 Out of 57 consumers, 36.84% (21) consumers buy because of good quality,
47.37% (27) consumers buy because of good taste and 14.04% (8) consumers purchase
because of branded company.
7. Which flavor do you like most in the “Amul Kool Flavor Milk”?
Rose 19.30%
Mango 8.77%
Elaichi 35.09%
Kesar 36.84%

Flavor like most in the “Amul Kool Flavor Milk”

19.30%

36.84%
8.77%

Rose
Mango
Elaichi
Kesar
35.09%

52
 Out of 57 consumers, 36.84% (21) consumers like Kesar, 35.09% (20) consumers
like Elaichi, 19.30% (11) consumers like rose and 8.77% (5) consumers like mango.
So Kesar is the most popular flavor in Bhavnagar city.

8. Why do you not buy “Amul Kool Flavor Milk”?

Unawareness 60.47%
Don’t like taste 2.32%
Higher price 11.63%
Other reasons 25.58%

Reasons of not buying the product

Unawareness
25.58% Don't like taste
Higher price
Other reasons

11.63% 60.47%

2.32%

53
 Out of 43 consumers, 60.47% (26) consumers do not buy because of unawareness,
25.58% (11) consumers do not buy because of other reasons and 11.63% (5) consumers
do not buy because of higher price.
9. Did you buy “Amul Kool Flavor Milk”?
Yes 72.97%
No 27.03%

Did you buy “Amul Kool Flavor Milk”?

27.03%
Yes

No

72.97%

54
 Out of 74 consumers, 72.97% (54) consumers are loyal consumers of this product.
And the 27.03% (20) consumers were not buying this product in the past.
10. Which other brands do you buy?
Amul Kool 26.32%
Amul Kool Thandai 7.02%
Amul Kool Chocolate Milk 38.60%
Other product 8.77%

Other brands purchased by consumers

8.77%
26.32% Amul Kool

Amul Kool
Thandai
Amul Kool
Chocolate Milk
Other product
38.60%
7.02%

55
 Out of 57 consumers, 38.60% (22) consumers buy Amul Kool Chocolate Milk,
26.32% (15) people buy Amul Kool and 19.30% (11) people do not buy any product
except Amul Kool Flavor Milk.
11. Which brand do you like most?
Amul Kool Chocolate Milk 30.30%
Amul Kool Flavor Milk 45.45%
Amul Kool 15.15%
Amul Kool Thandai 3.03%
Others 6.06%

Brand like most

6.06%
3.03% Amul Kool
30.30% Chocolate Milk
15.15%
Amul Kool
Flavor milk
Amul Kool

Amul Kool
Thandai
Others

45.45%

56
 Out of 66 consumers, 45.45% (30) consumers like Amul Kool Flavor Milk most,
30.30% (20) consumers like Amul Kool Chocolate Milk most and only 3.03% people like
Amul Kool Thandai.
So most of the people like “Amul Kool Flavor Milk.”
MARKET POTENTIAL OF THE PRODUCT

Bottles sold in a month by 57 retailers.

Approximately Middle Value Retailers Total

1 to 5 3 38 114
6 to 10 8 11 88
More than 10 13 8 104
Total 306

Approximately 306 bottles may be sold in a month.

Total Bottles sold in a year by 57 retailers.

306 * 12 = 3672
Approximately 3672 bottles may be sold in a year.

Total retailers of the Bhavnagar city who keep this product

Out of 150 retailers, only 57 keep this product.

So, out of 500, how many keep this product?

500 * 57 = 190
150
Out of 500 retailers of the Bhavnagar city, 190 retailers keep this product.

57
Total bottles sold in a year by 190 retailers.

3672 * 190 = 6, 97,680

Here the total population is 7, 50, 000 in the city. Out of them, 10% are belong to class A,
18% are belong to class B, 21% are belong to class C, 22% are belong to class D and 29% are belong
to class E. Here we will count only A, B, and C class of the total population that is 49%.
So,

Out of 100, we will select only 49

So, out of 7, 50,000, how many we should select?

7, 50,000 * 49 = 3, 67, 500

100
Out of the total population, we will select 3, 67, 500.
Now in my research work, the sample size of the consumers is 100. In that 74 people are
belonging to A, B, and C class to whom we will select.
Out of these 74 people, 57 are the consumers of this product. Now we will find the total
consumers of this product in the Bhavnagar city.

Total consumers in the city.

Out of 74 people, 57 buy this product

Then out of 3, 67, 500, how many buy this product?

3, 67, 500 * 57 = 2, 83, 074

74
2, 83, 074 people buy this product.
Frequency of the consumers to buy the product.
Here we will divide the total bottles sold in a year with the consumers.

58
 6, 97, 680 = 2.46
2, 83, 074
So we have found that the frequency of the consumers is 2.46 per year. That means every 2
years, the consumer buys 5 bottles.

FINDINGS & CONCLUSION

 During the survey, it was found that still there 19.33% retailers are unaware about the “Amul
Kool Flavor Milk.”

 From the survey it was found that only 47.11% retailers keep “Amul Kool Flavor Milk.”
Because customers do not buy the product according to the retailers.

 The price of the product is very high as compare to its quantity of the product.

 Kesar is the most popular flavor in the “Amul Kool Flavor Milk.”

 Generally people buy the product because of better quality and brand name.

 74% people are aware about this product in Bhavnagar city.

 Advertisement should be given to increase the level of awareness and sale of the product.

 From the awareness level, more than 77% people buy this product.

 From the consumers view, more than 47% people buy this product because of good taste.

 The Amul Kool Flavor Milk is the most popular brand and Amul Kool Chocolate Milk is the
2nd most popular brand in the Bhavnagar city.

59
  The total retailers in the Bhavnagar city for the product are 190 and the total bottle sold in a
year is 6, 97, 680.

 The total consumers in the city are 2, 83, 074 and after every 2 years, the consumer buys 5
bottles.

SUGGESTIONS

In order to maintain and increase the sales in the city of Bhavnagar, the following
recommendations regarding “Amul Kool Flavor Milk”; particularly regarding promotional policies is
hereby suggested;
 The price of the product is so high. So the price should be decreased to increase the sale
of the product.

 The G.C.M.M.F. should advertise for the product to increase the awareness level and sales
of the product.

 The G.C.M.M.F. should launch beneficial schemes like 2+1 or 4+1, etc. to increase the
sale of the product.

60
 LIMITATIONS
 Limited time available for interviewing the respondents. As a result of this it was not possible
to gather full information about the respondents.

 The respondents were not very comfortable while revealing their correct usage pattern, no
cause they may feel that they would be called or visited again and again.

 Non-cooperative approach and rude behavior of the respondents.

 If the respondents answer does not falls between amongst the options given then it will turn up
to be a biased answer.

61
 BIBLIOGRAPHY

1. Research Methodology by C.R. Kothari

2. www.amul.com
3. www.google .com

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