A

PRO1ECT REPORT
ON
MARKET SURVEY TO
UNDERSTAND CUSTOMER
PERCEPTION ABOUT
AMUL PANEER


SUBMITTED TO
UNIVERSITY OF PUNE
BY



(MMM 2009-2011)

SINHGAD INSTITUTE OF MANAGEMENT
PUNE-411041



1

ACKNOWLEDGEMENT

With immense pleasure, I would like to present this project report for
Gujarat Cooperative Milk Marketing Federation Ltd., Anand (AMUL) on the
topic MARKET SURVEY TO UNDERSTAND PERCEPTION ABOUT AMUL
PANEER. It has been an enriching experience for me to undergo my summer
training at AMU, which would not ha!e possible without the goodwill and support of
the people around" As a student of SINHGAD INSTITUTE OF MANAGEMENT,
PUNE I would like to express my sincere thanks too all those who helped me during
my practical training program" Words are insufficient to express my gratitude toward
Mr. ASHOK MATHUR, the branch manager AMUL, 1AIPUR" I would like to gi!e
my heartily gratitude to the organi#ation guide, Mr. PERSHANNT KUMAR , $epot
Manger, Amul India Ltd., 1AIPUR for ha!ing gi!en me the opportunity to do my
project work in the organi#ation" and lighted my way of progress with his guidance "
My sincere and deepest thanks to PROF. MILIND MARATHE %aculty Member,
SINHGAD INSTITUTE OF MANAGEMENT, PUNE for ha!ing spared his
!aluable time with me and for all the guidance gi!en in executing the project as per
re&uirements
"
'owe!er, I accept the sole responsibility for any possible error of omission and would
be extremely grateful to the readers of this project report if they bring such mistakes to
my notice"


A(A($ )A$A*


+

INDEX OF CONTENTS
,r" (o" -A./I0UA. -A12 (3"
1"
A4,/.A0/
5
+" I(/.3$U0/I3( 6
7" I/2.A/U.2 .2*I2W 11
5" .2,2A.0' M2'3$331)
15
6" .2,U/ 8 A(A),I, 19
:" $I,0U,,I3( 8 IM-I0A/I3( 71
9" 03(0U,I3( 7+
;" 4I4I31.A-') 77
<" A((2=U.2 75
7

1. ABSTRACT-
A study in!estigated among the customer regarding the their
beha!ior towards the Amul -aneer brands and other -aneer brands"
-erception of customer for -aneer is understood through this -roject"
/hings that matter mainly at the time of purchasing of paneer is studied in
this project" In this project +>> ?uestionnaires were distributed to different
customer in Mal!iya nagar and @agtpura area of @aipur city" /he .esult
indicated that customer mainly like to purchase the saras brand due to less
a!ailability of the amul paneer and lack of awareness for brand"
"
In this we studied that how the different factor like price,
a!ailability, shelf life of paneer affect the purchasing beha!ior of the
customer" In that we found that due to less a!ailability the market share of
amul paneer is lesser then his competitor saras" /he shelf life of amul which
is six month is not ha!ing any effect on the demand of productA customer
doesnBt gi!e consideration to that point at time of purchasing"
We also find out the effect of different media on purchasing
of paneer and amount generally consumed customer per month" /hat shows
customer mainly influenced through the shopkeeper at the time of
purchasing of paneer" /hen the a!ailability and schemes matter at that time
to increase the market share and sell of the amul paneer"

5

2. INTRODUCTION-

INDUSTRY PROFILE
FOOD INDUSTRY
/he food industry is the complex, global collecti!e of di!erse businesses that
/ogether supply much of the food energy consumed by the world population"
3nly subsistence farmers, those who sur!i!e on what they grow, can be
considered outside of the scope of the modern food industry"
/he food industry includesC
RegulationC local, regional, national and international rules and regulations
%or food production and sale, including food &uality and food safety, and
Industry lobbying acti!ities
EducationC academic, !ocational, consultancy
Research and developmentC food technology
Financial services: insurance, credit
ManufacturingC agrichemicals, seed, farm machinery and supplies,
Agricultural construction, etc"
AgricultureC raising of crops and li!estock, seafood
Food processingC preparation of fresh products for market, manufacture of
-repared food products
MarketingC promotion of generic products De"g" milk boardE, new products,
6

-ublic opinion, through ad!ertising, packaging, public relations, etc
Wholesale and distributionC warehousing, transportation, logistics
RetailC supermarket chains and independent food stores, directFto consumer,
.estaurant, food ser!ices
FMCG:-
-roducts which ha!e a &uick turno!er, and relati!ely low cost are known as
%ast Mo!ing 0onsumer 1oods D%M01E" %M01 products are those that get replaced
within a year" 2xamples of %M01 generally include a wide range of fre&uently
purchased consumer products such as toiletries, soap, cosmetics, tooth cleaning
products, sha!ing products and detergents, as well as other nonFdurables such as
glassware, bulbs, batteries, paper products, and plastic goods" %M01 may also include
pharmaceuticals, consumer electronics, packaged food products, soft drinks, tissue
paper, and chocolate bars" A subset of %M01s are %ast Mo!ing 0onsumer 2lectronics
which include inno!ati!e electronic products such as mobile phones, M-7 players,
digital cameras, 1-, ,ystems and aptops" /hese are replaced more fre&uently
than other electronic products" White goods in %M01 refer to household electronic
items such as .efrigerators, /"*s, Music ,ystems, etc"
Indian FMCG Sector:-
/he Indian %M01 sector is the fourth largest in the economy and has a market si#e of
U,G17"1 billion" WellFestablished distribution networks, as well as intense competition
between the organi#ed and unorgani#ed segments are the characteristics of this sector"
%M01 in India has a strong and competiti!e M(0 presence across the entire !alue
chain" It has been predicted that the %M01 market will reach to U,G 77"5 billion in
+>16 from U, G billion 11": in +>>7" /he middle class and the rural segments of the
:

Indian populations are the most promising market for %M01, and gi!e brand makers
the opportunity to con!ert them to branded products" Most of the product categories
like jams, toothpaste, skin care, shampoos, etc, in India, ha!e low per capita
consumption as well as low penetration le!el, but the potential for growth is huge"
/he Indian 2conomy is surging ahead by leaps and bounds, keeping pace with rapid
urbani#ation, increased literacy le!els, and rising per capita income"
/he big firms are growing bigger and smallFtime companies are catching up as well"
According to the study conducted by A0 (ielsen, :+ of the top 1>> brands are owned
by M(0s, and the balance by Indian companies" %ifteen companies own these :+
brands, and +9 of these are owned by 'industan e!er" -epsi is at number three
followed by /hums Up" 4ritannia takes the fifth place, followed by 0olgate D:E, (irma
D9E, 0ocaF0ola D;E and -arle D<E" /hese are figures the soft drink and cigarette
companies ha!e always shied away from re!ealing" -ersonal care, cigarettes, and soft
drinks are the three biggest categories in %M01" 4etween them, they account for 76 of
the top 1>> brands"
THE TOP 10 COMPANIES IN FMCG SECTOR
," (3"0ompanies
1" 'industan Unile!er td"
+" I/0 DIndian /obacco 0ompanyE
7" (estlHIndia
5" GCMMF (AMUL)
6" $abur India
:" Asian -aints DIndiaE
9" 0adbury India
;" 4ritannia Industries
<" -rocter 8 1amble 'ygiene and 'ealth 0are
1>" Marico Industries
9

INTRODUCTION OF ORGANIZATION-
GCMMF: An Overview
Gujarat Cooperative Milk Marketing Federation (GCMMF) is IndiaIs
argest food products marketing organi#ation" It is a state le!el apex body of
Milk cooperati!es in 1ujarat which aims to pro!ide remunerati!e returns to
/he farmers and also ser!e the interest of consumers by pro!iding &uality
-roducts which are good !alue for money" AMU is the brand under this 3rgani#ation"
AmulIs product range includes milk powders, milk, butter, ghee, cheese, curd,
chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, basundi, (utramul
brand and others" In @anuary +>>:, Amul plans to launch IndiaIs first sports drink
,tamina, which will be competing with 0oca 0olaIs PowerAde and -epsi0oIs
Gatorade " Amul is the largest food brand in India and worldIs argest -ouched Milk
4rand with an annual turno!er of U, G1>6> million D+>>:F>9E" 0urrently
Amul has +": million producer members with milk collection a!erage of
1>"1: million liters per day" 4esides India, Amul has entered o!erseas markets such as
Mauritius, UA2, U,A, 4angladesh, Australia, 0hina, ,ingapore, 'ong Jong and a
few ,outh African countries" Its bid to enter @apanese market in 1<<5 had not
succeeded, but now it has fresh plans of %looding the @apanese markets "3ther potential
markets being considered Include ,ri anka" $r *erghese Jurien, former chairman of
the 10MM%, is recognised as the man behind the success of Amul" 3n 1> Aug +>>:
;

-arthi 1 4hatol, chairman of the 4anaskantha Union, was elected chairman of
10MM%"
HISTORY
Amul was formally registered on $ecember 15, 1<5:" /he brand name Amul, sourced
from the ,anskrit word Amoolya, means priceless" It was suggested by a &uality
control expert in Anand and it was chosen because it was a perfect acronym for Anand
Milk Union Limited" /he Amul revolution was started as awareness among the
farmers" It grew and matured into a protest mo!ement that was channeled towards
economic prosperity 3!er fi!e decades ago, the life of an a!erage farmer in Jheda
$istrict was !ery much like that of hisKher counterpart anywhere else in India" 'isKher
income was deri!ed almost entirely from seasonal crops" /he income from milk
buffaloes was undependable" Milk producers had to tra!el long distances to deli!er
milk to the only dairy, the -olson $airy in Anand L often milk went sour, especially in
the summer season, as producers had to physically carry milk in indi!idual containers"
-ri!ate traders and middlemen controlled the marketing and distribution system for the
milk" /hese middlemen decided the prices and the offFtake from the farmers by the
season" As milk is perishable, farmers were compelled to sell it for whate!er they were
offered" 3ften, they had to sell cream and ghee at throwFaway prices" In this situation,
the pri!ate trader made a killing" Moreo!er, the go!ernment at that time had gi!en
monopoly rights to -olson $airy, which was run by a person of -arsi descent, Daround
that time -olson was the most well known butter brand in the countryE to collect milk
from Anand and supply to Mumbai city in turn Dabout 5>> kilometers awayE" Another
<

problem farmers faced was that in winter the milk output of buffaloes doubled which
caused prices to fall down e!en further" India ranked nowhere amongst milk producing
countries in the world in 1<5:" 1radually, the reali#ation dawned on the farmers with
inspiration from then nationalist leaders ,ardar *allabhbhai -atel Dwho later became
the first 'ome Minister of free IndiaE and Morarji $esai Dwho later become the -rime
Minister of IndiaE and local farmer, freedom fighter and social worker /ribho!andas
-atel, that the exploitation by the trader could be checked only if they marketed their
milk themsel!es" Amul was the result of the reali#ation that they could pool up their
milk and work as a cooperati!e"
Setting Up of Gujarat Cooperative Milk Marketing Federation
In 1<65, Jaira $istrict 0oFoperati!e Milk -roducersB Union built a plant to con!ert
surplus milk produced in the cold seasons into milk powder and butter" In 1<6;, a plant
to manufacture cheese and one to produce baby food were added" ,ubse&uent years
saw the addition of more plants to produce different products" In 1<97, the milk
societiesKdistrict le!el unions decided to set up a marketing agency to market their
products" /his agency was the 1ujarat 0ooperati!e Milk Marketing %ederation
D10MM%E" It was registered as a coFoperati!e society on < @uly 1<97
1>

Dr.Rajendra Prasad, the president of India laid the foundation on
November 15, 1954" Shri Pandit 1awaharlal Nehru, the prime minister of India
declared it open at Amul dairy on November 20, 1955"
COMPANY PROFILE:-
THE TASTE OF INDIA, AMUL comes from the ,anskrit word Amoolya, means
priceless" It was suggested by a &uality control expert in Anand and it was chosen
because it was a perfect acronym for Anand Milk Union Limited " AMU was
formed under the dairy cooperati!e mo!ement in India in 1<5:" /he Amul Pattern has
established itself as a uni&uely appropriate model for rural de!elopment" Amul has
spurred the White .e!olution of India, which has made India the largest producer of
milk and milk products in the world"
It is also the worldIs biggest !egetarian cheese brand" /he system succeeded mainly
because it pro!ides an assured market at remunerati!e prices for producersI milk
11

besides acting as a channel to market the production enhancement package" WhatIs
more, it does not disturb the agro system of the farmers" It also enables the consumer
an access to high &uality milk and milk products" 0ontrary to the traditional system,
when the profit of the business was cornered by the middlemen, the system ensured
that the profit goes to the participants for their socioFeconomic enlistment and common
good" ooking back on the path tra!ersed by Amul, the following features make it
pattern and model for emulation elsewhere"
Amul has been able toC
-roduce an appropriate blend of the policy makers farmers board of
management and the professionalsC each group appreciating its rotes and
limitations,
4ring at the command of the rural milk producers the best of the technology and
harness its fruit for betterment"
-ro!ide a support system to the milk producers without disturbing their agroF
economic systems,
-lough back the profits, by prudent use of men, material and machines, in the
rural sector for the common good and betterment of the member producers and
2!en though, growing with time and on scale, it has remained with the smallest
producer members" In that sense" Amul is an example par excellence, of an
inter!ention for rural change"
AMUL PRODUCTS:-
1+

Powder Milk
Milk Drinks
Amul Kool Millk
Shaake
Amul Kool
Amul Kool Cafe Kool Koko
A delight to 0hocolate
o!ers" $elicious
0hocolate taste
Nutramul Energy
Drink
A drink for Jids F
pro!ides energy to suit
the needs of growing
Jids
Amul Kool Chocolate
Milk
Amul Kool Flavoured
Bottled Milk
Amul Kool Flavoured
Tetra Pack
Amul Masti Spiced
Buttermilk
Amul introduces the 4est
/hirst ?uenching $rink
Amul Kool Thandai
17

Amul Spray Infant
Milk Food
,till, MotherIs Milk is
4est for your baby
Amul Instant Full
Cream Milk Powder
A dairy in your home
Sagar Skimmed Milk
Powder
Which is especially
useful for diet
preparations or for use by
people on low calorie
and high protein diet"
Sagar Tea Coffee
Whitener
Amulya Dairy
Whitener
/he .ichest, -urest
$airy Whitener

Fresh Milk
Amul Fresh Milk
/his is the most hygienic
milk a!ailable in the
market" -asteurised in
stateFofFtheFart
processing plants and
pouchFpacked for
con!enience"
Amul Gold Milk
Amul Taaza Double
Toned Milk
Amul Lite Slim and
Trim Milk
15

Amul Fresh Cream Amul Shakti Toned
Milk
Cheese
Amul Pasteurised
Processed Cheese
1>>M *egetarian 0heese
made from microbial
rennet
Amul Cheese Spreads
/asty 0heese ,preads in 7
great fla!ours""
Amul Emmental Cheese
/he 1reat ,wiss 0heese
from Amul, has a sweetF
dry fla!our and ha#elnut
aroma
Amul Pizza Mozzarella
Cheese
-i##a cheese"""makes great
tasting pi##asN
Gouda Cheese

16

Desserts
Amul Ice Creams
-remium Ice 0ream made
in !arious !arieties and
fla!ours with dry fruits and
nuts"
Amul Shrikhand
A delicious treat, anytime"
Amul Mithaee Gulab
1amuns
-ure Jhoya 1ulab
@amums"""best ser!ed
piping hot"
Amul Chocolates
/he perfect gift for
someone you lo!e"
For Cooking
Amul / Sagar Pure Ghee
Made from fresh cream"
'as typical rich aroma and
granular texture" An ethnic
product made by dairies
with decades of
experience"
Cooking Butter
Amul Malai Paneer
.eady to cook paneer to
make your fa!ourite
recipesN
Utterly Delicious Pizza
Mithai Mate
,weetened 0ondensed
Milk F %ree flowing and
smooth texture" White to
creamy color with a
pleasant taste"
Masti Dahi
1:

Amul Lassee Amul Basundi
AMUL MASCOT:-
,ince 1<:9 O;P Amul productsI mascot has been the !ery recogni#able QAmul babyQ Da
chubby butter girl usually dressed in polka dotted dressE showing up on hoardings and
product wrappers with the e&ually recogni#able tagline Utterly Butterly Delicious
Amul"/he mascot was first used for Amul butter" 4ut in recent years in a second wa!e
of ad campaign for Amul products, she has also been used for other product like ghee
and milk"
Amul Butter Girl
19


Edited from an article by Mini Varma published in The AsiannAge on March 3 !""#
The moppet who put Amul on India's breakfast table $% years after it was first
launched Amul&s sale fi'ures have (umped from !%%% tonnes a year in !"## to over
)$%%% tonnes a year in !""*+ ,o other brand comes even close to it+ All because a
thumb-si.ed 'irl climbed on to the hoardin's and put a spell on the masses+
ACHIEVEMENT:-
Amul AsiaBs largest dairy coFoperati!e was created way back in 1<5: to make the milk
producer selfFreliant and conduct milkF business with pride" Amul has always been the
trend setter in bringing and adapting the most modern technology to door steps to rural
farmers"
Amul created history in following areasC
aE %irst self moti!ated and autonomous farmerBs organi#ation comprising of more
than 6>>>>>> marginal milk producers of Jaira $istrict"
1;

bE 0reated $airy coFoperati!es at !illage le!el functioning with milk collection
centers owned by them"
cE 0omputeri#ed milk collection system with electronic scale and computeri#ed
accounting system"
dE /he first and only organi#ation in world to get I,3 <>>> standard for its farmers
coFoperati!es"
eE %irst to produce milk from powder from surplus milk"
Amul is the li!e example of how coFoperation amongst the poor marginal farmers can
pro!ide means for the socioFeconomic de!elopment of the under pri!ileged marginal
farmers"
COMPANY IN 1AIPUR:-
As AMU products are old and is a!ailable at almost e!ery place in I($IA specially
4utter but (o! +9 +>>9 1ujarat 0oFoperati!e Milk Marketing %ederation td
D10MM%E has launched Amul %resh Milk in @aipur" Which was another add up in the
path of white re!olution" /hey touched se!eral area of @aipur though ,aras was the
leader of the market still this company ne!er let down" /hey are going to introduce
curd which was a big failure when they earliar introduced it in pouch" ,o ultimately
they stopped the supply" (ow in the summer curd is hot item to sell off and people are
asking for the stuff, so now they will further introduce it" Amul in @aipur is at nascent
stage so we can say that particularly milk and curd of AMU is under cash stage of
BCG MATRIX Under
1<

Under this BCG MATRIX If I will take two product performance in
1aipur-
1] Amul paneer
It is under nascent stage so it will be in question mark stage which says
that the product is at the growth stage of product life cycle .
2] Amul milk
It is under growth stage but with low market share so it will come under
question mark though it is now two years of its launch but its taking
time to come out of this stage because of competitor ,aras which is gi!ing a
good fight "
4. OB1ECTIVE AND SCOPE-
i) OB1ECTIVES OF THE REPORT
+>

/he main objecti!e of the ,tudy can be listed as follows
A. PRIMARY OB1ECTIVE
1" /o find si#e of retail network of Amul -aneer in specific area of @aipur city"
+" /o collect the information about the competitors
7" /o find customer beha!ior about Amul -aneer"
B. SECONDARY OB1ECTIVE
1" /o organi#e sale promotional acti!ities to impro!e -aneer sales"
+" /o generate and secure consumer awareness"
ii). SCOPE OF PRO1ECT
/he study carried out in @aipur city so its scope is mainly limited to @aipur city"
It gi!es information about the si#e of the retail network"
It gi!es information about the ser!ices gi!en by distributor to their retailer"
It gi!es information about the competitorsB products"
It will ser!e consumer in better manner"
It pro!ides suggestions to the company to impro!e their products sales"
It gi!es information about the sales promotion acti!ities to impro!e the -aneer sale"
5. RESEARCH METHDOLOGY-
MULTIPLE CHOICE QUESTIONS:-
+1

?uestions of this type offer the respondents an alternati!e to choose the right answer among others"
It is faster, time sa!ing and less biased" It also simplifies the tabulating process"
OPEN END QUESTIONS:-
In this type respondents are free to answer in their own words and express the ideas they think are
rele!ant, such &uestions are good as first &uestions or opening &uestions" /hey introduce the subject
and obtain general reaction"
DICTHOMUS:-
/hese are the &uestions which are 4oolean in nature" /hese answers are straightforward and
respondents ha!e to answer them in a straight way" /hat means the answer can only be either R)esS
or TnoS"
RESEARCH DESIGN FOLLOWED:-
$escripti!e .esearch is the research method used because descripti!e studies embrace a large
proportion of market research" /he purpose is to pro!ide an accurate snapshot of some aspect of the
market en!ironment" Descriptive research is more rigid than exploratory research and seeks to
describe users of a product, determine the proportion of the population that uses a product, or predict
future demand for a product" As opposed to exploratory research, descripti!e research should define
&uestions, people sur!eyed, and the method of analysis prior to beginning data collection" In other
words, who, what, where, when, why, and how aspects of the research should be defined"
SAMPLING TECHNIQUE USED & SAMPLE SIZE - WHY?
,ample design is a definite plan of obtaining some items from the whole population" /he sample
design used in this project is two state sampling i"e" 0luster and con!enience" In the probability
sampling methods, each items in the sample is chosen one at a time from a complete list of uni!erse
elements" In marketing research practice, it will sometimes be more expedient to select clusters or
groups of uni!erse elements, rather than to choose sample items indi!idually"
,ampling methods in which uni!erse elements are chosen in groups FFFF rather than indi!idually FF are
called clusterFsampling methods" /hey are widely used in the sampling of human populations" When
++

no complete uni!erse listing exists, a type of sampling is called area sampling may be the only
practically feasible form of probability sampling"
NONDISGUISED, STRUCTURED TECHNIQUES-
/he non structured techni&ues for attitude measurement are primarily of !alue in exploratory studies,
where the researcher is looking for the salient attributes of gi!en products and the important factors
surrounding purchase decisions as seen by the consumer" ,tructured techni&ues can pro!ide a more
objecti!e measurement system, one which is more comparable to a scale or a yardstick" /he term
scaling has been applied to the efforts to measure attitudes objecti!ely, and a number of useful scales
ha!e been de!eloped"
SAMPLING METHODS-
,ample design is a definite plan of obtaining some items from the whole population" /he sample
design used in this project is two state sampling i"e" cluster sampling and con!enience sampling" /he
whole city was di!ided into some geographical areas and I ha!e chosen Malviya Nagar, 1agatpura.
CLUSTER SAMPLING-
'ere the whole area is di!ided into some geographical area and a definite number of consumers were
to be sur!eyed"
CONVINIENCE SAMPLING-
/his type of sampling is chosen purely on the basis of con!enience and according to con!enience" I
!isited Superstores and Gymnasium.
SAMPLING-
1" ,ampling /echni&ue C (on probability sampling
DA non probability sampling techni&ue is
that in which each element in the
population does not ha!e an e&ual
chance of getting selectedE
+" ,ample Unit C -eople who buy milk a!ailable as a
+7

retailer , stores, etc
7" ,ample si#e C +>> respondents DAge ranging
between 18 yrs to 50 yrsE
5" Method C $irect inter!iew through &uestionnaire"
6" $ata analysis method C 1raphical method"
:" Area of sur!ey C @aipur $istrict"
9" /iming of sur!ey C <">> am to 1+"7> pm and 5">> pm to 9">> pm
FIELD WORK- METHOD USED FOR DATA COLLECTION
?uestionnaire was prepared keeping the objecti!e of research in mind"
?uestions were asked to respondents as regards to their willingness to purchase -aneer"
/he help of &uestionnaires conducted direct inter!iews, in order to get accurate information"
In order to get correct information I had to approach consumers ranging from 15 yrs to 50
yrs.
I !isited as many respondents as I can and asked them their real likings about paneer and also
got an idea, how a Paneer should be?
It is really a Herculean task to understand 0onsumer 4eha!ior, as the definition suggest,
Consumer behavior is a physical activity as well as decision process individual engaged in
when evaluating, acquiring, using and disposing goods and services.
In order to collect accurate information I !isited to home, stores, Shops" 2ach and e!ery
&uestion was filled personally by the respondents and checked properly"
-eople were not willing to answer, when they were contacted between 1">> pm to 6">> pm,
the time when most of the people take rest during the scorching heat"
5. RESULT AND ANALYSIS-
+5

Q1. Which of the following Paneer Brands Comes to your mind first (Please rank
Them on a scale of 1-5,1 being high recall and 5 being the lowest recall)
iE Amul
iiE ,aras
iiiE .eliance pure
i!E otus
!E (on 4randedDlossely soldE
INTERPRETATION:
/he abo!e graph shows ,aras -aneer stand at 1 rank in @aipur, saras is an coFoperati!e
brand and more popular in .ajasthan in comparison to other dairy product"
Amul -aneer ,tand at + .ank, itBs an growing brand of paneer in .ajasthan"
+6

Q2. Do you purchase Amul Paneer-
iE )es
iiE (o
INTERPRETATION:
/he abo!e graph shows that <+M of people are aware about Amul -aneer and
-urchase that Amul paneer "
3nly ;M ne!er tried for amul paneer"
+:

Q3. If No, then which other Paneer Brand you prefer to buy
(Please rank them on a scale of 1-4,1 being first rank and 4 being the last rank)
iE ,aras
iiE .eliance pure
iiiE otus
i!Eoose packed paneer
INTERPRETATION:
/hat graph shows the ranking of the paneer brand other then amul, the customer who not
purchase paneer gi!e saras as 1 rank"
oose packing paneer also getting good market and stand in + rank in other brand ranking"
+9

Q4. From which one media you got the information about the Amul Paneer mainly?
(Please rank them on a scale of 1-5,1 being first rank and 5 being the last rank)
iE (ewspaper
iiE Maga#ines
iiiE .adio
i!E -amphlets
!E ,hop keeperBs
INTERPRETATION:
/hat graph shows the influence of different media on the purchasing beha!ior of customer" In
this shopkeeper mainly help the customer to choose the paneer"
-amphlet and other ad!ertisement material also persuade the customer to purchase the specific
brand but customer mainly belie!e on shopkeeper, so to push the product through the
shopkeeper help is main factor to get good market share"
+;

Q5. Put Right mark in front of feature`s of different paneer accordingly:-

ATTRIBUTE\
COMPANY
SARAS AMUL RELIANCE
PURE
LOTUS

WITHOUT
PACKAGING
-.I02
/A,/2
-A0JA1I(1
A*AIA4II/)
,'2% I%2
+<

a) Saras-
INTERPRETATION:
/hat graph is showing the effect of different parameter on the sale of saras paneer" ItBs on 1
rank in a!ailability and price"

,aras is main competitor brand of amul paneer and by a!ailability and reasonable price itBs on
1 rank gi!ing good fight to amul paneer"
/aste and packaging of saras paneer not so good thatBs why these points came at last rank"
7>

b) Amul
INTERPRETATION:
/aste of amul paneer liked by customer mainy and gi!ing that factor 1 rank" -ackaging of
amul paneer also satisfactory"
A!ailabilty of amul paner is less thatBs why it gi!es as 5 rank , packaging of amul paneer is an
a!erage and + rank gi!en by that point of !iew"
/aste of amul paneer is main factor it gi!e 1 rank, more protein and fat in comparison to
compititer paneer brnad make it more rank"
71

,helf life of amul paneer which is : month is not considered by customer, customer not prefer
more then 1 month old paneer"
c) Reliance Pure
INTERPRETATION:
-ackaging of reliance paneer is good in comparison to other brnad paneer" It get 1 rank in
packaging and the taste and price factor also similar in reliance paneer"
A!ailabilty of reliance paneer also low" $ue to a!ailabilty it not in condition to gi!e
copetetion to amul paneer"
7+

d) Lotus
INTERPRETATION:
otus is an local pri!ate brand so itBs gi!ing competetion to amul by ha!ing lesser price in
copmarison to other competitor"
77

A!ailabilty is also a!ergae in lotus paneer, thatBs why it is gi!ing good copetition,
packaging of lotus paneer is not too attracti!e"
/aste of lotus paneer also not too good"
e) Loose packing
INTERPRETATION:
oose packing paneer generally a!ailable at sweet shops, at the time of festi!al season the
demand of paneer goes high at that time they are the main player in market to supply paneer"
75

4y a!ialabilty point of !iew lose pack paneer get 1 rank because itBs easily a!ailable near by
sweet shopBs" price of that paneer also low in comparison to other branded paneer because
there less expenditure"
(o packaging or improper packaging gi!e it 6 rank in packaging, shelf life of loose pack
paneer is a!erage thatBs not gi!en more consideration by consumer"
Q6. From where do you Purchase Paneer? (Please rank them on a scale of 1-5, 1 being
high recall and 5 being the lowest recall)
iE 1rocery shop
iiE Amul -arlor
iiiE Milk booth
i!E 3ther place
76

INTERPRETATION:
-eople like to purchse paneer from milk booth and grocery shop"
Milk booth get 1 rank, less number of people goes to amul parlor to purchase paneer"
3ther place to purchase paneer also less preferred by the customer"
Q7. How much Quantity of Paneer do you consume per month?
iE ess than 1 kg iiE 1 kgF6 kg
iiiE 6kgF1> kg i!E More than 1> kg
INTERPRETATION:
-urchase of paneer per month is 1kgF6kg mainly, itBs 5+M of total"
3nly +9M customer likes to buy less than 1 kg paneer paneer per month"
7:

3nly 1>M customer like to buy more than 1> kg per month"
Q8. Which form of Paneer you like mainly?
iE 4lock -aneer
iiE -eaces -aneer
INTERPRETATION:
79

Amul is gi!ing the peaces paneer for differentiate the product from competitor, but customer
not ready to change their beha!ior"
3nly 7+M customer like peaces paneer, that shows more ad!ertisement is needed to aware the
customer about a!ailability of peaces paneer in amul"
Q9. Does long shelf life of Amul Paneer prompts you to buy more quantity of product?
iE )es
iiE (o
7;

INTERPRETATION:
,ix months long shelf life also a product differentiation factor of amul paneer, but customer
mind is set to purchase only fresh paneer"
ong shelf life is an beneficial factor for shopkeeper to store paneer for long time with risk of
obsolete the product
0ustomer always wants to buy fresh product so long shelf life doesnBt matter for customer"
Q10.You prefer to buy the product within how many days from the manufacturing date
iE 1 months iiE + months
iiiE 7 months i!E More than 7 months
7<

INTERPRETATION:
/hat shows the customer like and dislikes purchasing the long shelf life product, but customer like to
purchase only fresh product"
arge number of customer only like to buy the product 1 month old product, !ery less number of
customer like to purchase paneer more than 7 month old"
Q11 Please Put Right mark (according to your opinion below given space-
(AG- Agree, DAG- Disagree, SAG- Strongly Agree, SDAG- Strongly Disagree)
a) Quality of Amul Paneer is satisfactory-
5>

INTERPRETATION:
Amul is an brand which is mainly known for its better &uality, in this sur!ey the customer also
agree with that thing"
(early :6 customers find &uality of amul paneer satisfactory" *ery less number customer is
disagree with that amul paneer &uality not good"
b) Brand image of Amul Paneer is better than other brand-
51

INTERPRETATION:
/hat thing well known that amul is a good brand and its brand image better than other player
in market"
(early 96 customers in between 1;5 agree with that point of !iew"
Amul ha!e a good image in its other product thatBs why it ha!e better brand image in
comparison to its competitor"
c) Amul Paneer Packaging is good-
5+

INTERPRETATION:
Amul paneer a!ailable in plastic tetra pack which is not mainly like by customer, amul ha!e
fro#en paneer so this packging is necessary but customer not like that type of packaging"
Amul paneer packaging not able to attract large number of customer"
(early :> customer in between 1;5 not like that type of packaging"
d) Six months long durability Amul Paneer make it unique product in this line
57

INTERPRETATION:
ong shelf life is an differentiating factor for amul paneer, no other paneer brand is able to
gi!e six months long shelf life"
Amul gi!ing fro#en paneer so it can possible to gi!e six months long shelf life"
e) More Fat and Protein in Amul Paneer give you customer delight-
55

INTERPRETATION:
Amul is gi!ing more fat containing paneer in comparison to itBs competitor, more amount of
paneer make it more tasty in comparison to other paneer brand"
-aneer is good source for protein, more amount of fat and protein gi!e more customer delight
toitBs customer"
Q12. Any other suggestions for improving the quality of Amul Paneer-
56

AnsF /he main suggestion gi!en by customer about &uality of paneer is that it remain !ery tight at
time of use, the reason of that complaint is due to fro#en paneer" Its nature of fro#en paneer to
remain !ery tight till the +F7 hr of kept it in open area" Amul make a!ailable fro#en paneer for
long shelf life but due to lack of product education in customer it not used n proper manner" It
is necessary to keep the amul paneer in open are before +F7 hr of using then it will come in
normal condition"
3ther main complaint about the a!ailability of amul paneer a!ailable at limited
shops so some time customer ha!e to purchase some other brand of paneer"
6. DISCUSSION AND IMPLICATION-
5:

a)LIMITATIONS OF THE RESEARCH:-
/he sur!ey is limited only for two areas of jaipur city"
/ime period of the project was ; weeks, which may not be enough to understand the whole
market"
,ample si#e D+>>E of project was too small as compare to total area co!ered" .
(onFcooperati!e approach and rude beha!ior of the respondents"
b) MY FINDINGS:-
$uring the sur!ey it was found that still there are 8 people who ha!e not used Amul
Paneer.
Lake of Awareness in consumers" Many people are not known about Amul Paneer.
When I inter!iewed people then many of the people cannot recall Amul Paneer
ad!ertisement" It shows Lake of Advertisement or advertisement is not timely given or
advertisement is not given on right time.
In its ad!ertisement is not using any brand ambassador which attracts all age group people
like Saras.
/here is lack of Sales Promotional Activities i"e" free tattoo, extra weight, toys, &ui# contest
etc"
,aras is main competitor and strategically better performer then Amul"
I find the main thing is that Amul brand name has !ery good image in consumerBs mind
and they consider it as Pure & Good Product.
-eople who ha!e used Amul Paneer are not ready to purchase the same again"
59

c) SUGGESTIONS-
In order to maintain and increase the sales in the city of jaipur, the following
recommendations regarding Amul paneerA particularly regarding ad!ertisement, distribution,
promotional policies, etc, are hereby suggestedC
%irst and foremost Amul should take proper action in order to impro!e ser!ice, because
although being on a top slot in 4utter and chocolate supplies it does not get the sales in
paneer, which it should get"
0ompany should use brand ambassador which attracts each age segment i"e" ,ushil kumar,
Jhali, *ijendar kumar, $ara singh etc"
Amul should gi!e local ad!ertisements apart from the ad!ertisements gi!en at the national
le!el" ocal ad!ertisement must mention the exclusi!e Amul shops of the city"
/ry and change the perception of the people through word of mouth about Amul in
ad!ertisements, because they are the best source to reach 0ustomer"
/hough Amul -aneer ad!ertisements are rarely shown on tele!ision yet many people could
recall it as per the data of research" It shows that there is only need to gi!e ad!ertisement only
to rememori#e customers" 4ecause Amul is !ery strong brand name"
0ompany should launch -aneer in new attractive offers to change image of Amul -aneer in
consumers mind"
0ompany should introduce sales promotion schemes like free powder, pour, tattoo, contest,
free gifts etc"
5;

7. CONCLUSION-
As we know that Amul is !ery big organi#ation and market leader in dairy products" It has maximum
market share in Milk, 4utter and 0heese, which are its mainKcore products" As we know Amul is a
coFoperati!e organisaion but chocolate industry is a profitable industry we canBt ignore it" With the
help of research, company can find out its week points in paneer product and can increase its market
share through rectify mistakes" -eople ha!e belie!ed in Amul`s product and they will accept its
paneer also if effecti!e actions were taken"
The survey resulted into following conclusions :
Amul must come up with new promotional activities such that people become aware about
Amul paneer like SARAS, LOTUS, RELIANCE.
?uality is the dominating aspect which influences consumer to purchase Amul product, but
prompt availability of other chocolate brands and aggressive promotional activities by
others influences the consumer towards them and also leads to increase sales"
In comparison to Amul -aneer, the other players such as SARAS pro!ide a better
availability and gi!e competition to the hilt"
-eople are mostly satisfied with the o!erall &uality of Amul -aneer, but for the existence in
the local market Amul must use aggressi!e selling techni&ues"
-roper customer education is needed because amul paneer is fro#en paneer so it remain !ery
tight if it kept out of free#er just before using, so customer must be educated to use it in right
manner
A!ailability of amul paneer is too low, !ery less customer wants to buy amul paneer but it
a!ailable only on limited shop so thatBs an lack of distribution"
5<

8. BIBLOGRAPHY-
iE httpCKKen"wikipedia"orgKwikiK%oodUindustry
iiE httpCKKwww"indianfoodindustry"netK


6>

QUESTIONNAIRE
MARKET SURVEY TO UNDERSTAND CUSTOMER
PERCEPTION ABOUT AMUL PANEER
NAME: - VVVVVV VVVVV VVVVVV
%irst Middle ast
AGE :F VVVVVVV
Please put right mark accordinglyF
GENDER: - Male %emale
OCCUPATION: - 'ousewife -rofessional
,tudent 3ther
?1" Which of the following -aneer 4rands 0omes to your mind first D-lease rank
/hem on a scale of 1F6,1 being high recall and 6 being the lowest recallE
iE Amul
iiE ,aras
iiiE .eliance pure
i!E otus
!E (on 4randedDlossely soldE
?+" $o you purchase Amul -aneerF
iiiE )es
i!E (o
?7" If (o, then which other -aneer 4rand you prefer to buy
D-lease rank them on a scale of 1F5,1 being first rank and 5 being the last rankE
iE ,aras
iiE .eliance pure
iiiE otus
i!E oose packed paneer
61

?5" %rom which one media you got the information about the Amul -aneer mainlyH
D-lease rank them on a scale of 1F6,1 being first rank and 6 being the last rankE
iE (ewspaper
iiE Maga#ines
iiiE .adio
i!E -amphlets
!E ,hop keeperBs
?6" -ut .ight mark in front of featureBs of different -aneer brands accordinglyCF


?:" %rom where do you -urchase -aneerH D-lease rank them on a scale of 1F6, 1 being
high recall and 6 being the lowest recallE
!E 1rocery shop
!iE Amul -arlor
!iiE Milk booth
i!E 3ther place
?9" 'ow much ?uantity of -aneer do you consume per monthH
ATTRIBUTE\ COMPANY SARAS AMUL RELIANCE
PURE
WITHOUT
PACKAGING
-.I02
/A,/2
-A0JA1I(1
A*AIA4II/)
,'2% I%2
6+

iE ess than 1 kg iiE 1 kgF6 kg
iiiE 6kgF1> kg i!E More than 1> kg
?;" Which form of -aneer you like mainlyH
iiE 4lock -aneer
iiiE -eaces -aneer
?<" $oes long shelf life of Amul -aneer prompts you to buy more &uantity of productH
iE )es
iiE (o
?1>")ou prefer to buy the product within how many days from the manufacturing date
!E 1 months iiE + months
iiiE 7 months i!E More than 7 months
?11 -lease -ut .ight mark Daccording to your opinion below gi!en spaceF
?1+" Any other suggestions for impro!ing the &uality of Amul -aneerF
UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU
UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU
STATEMENTS
STRONGLY
AGREE
AGREE Neutral DISAGREE STRONGLY
DISAGREE
aE ?uality of Amul -aneer is satisfactoryF
bE 4rand image of Amul -aneer is better
than other brandF
cE -ackaging of Amul -aneer is goodF
dE ,ix months long shelf life of Amul -aneer
make it uni&ue product in this category
eE )our are delighted because of rich -roteins
and %at in Amul -aneer

67

65