Research Project on Customer Perception

About Amul Ice Cream

Mar 26, 2015
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A
RESEARCH PROJECT REPORT
ON
Consumer Perception about AMUL ice cream in comparison to VADILAL
ice cream in, Ghaziabad
Acknowledgement
My first regards are to almighty Allah it was my trust and belief on him,
which enable me to embark upon this task, move on the righteous path and
reside the realism of facts.
I feel privileged in expressing profound sense of gratitude and in depthness
to Mr. Ajay Varshney who has generously provided the chance to work at
the esteemed field of FMCG his guidance, constant encouragement and
inspiration where instrumental in the completion of this research he always

allowed me to encroach upon her precious time and ensured her generosity
with ideas.
I would like to express my sincere gratitude to my Mentor Mr.
SurendraTiwari (HOD) for his valuable guidance constant supervision and
support during the research.
I also take the opportunity to thank all those who helped me in completing
my projects in various ways.

Aslam Khan

DECLARATION
I hereby declare that the information presented is correct to the best of my
knowledge and the analysis is as per the norms and guidelines provided for
the report. I have utilized the requisite concepts and applied the required
methodologies to analyze the primary data collected to reach the conclusion
present in the report.

I claim the report to my indigenous work and have not been presented
anywise for any purpose,what-so-ever.

CHAPTER 1
1.1 INTRODUCTION
Before business can develop marketing strategies, they must understand
what factors influence buyers behavior and how they make purchase
decisions to satisfy their needs and wants. Buyers are moved by a complex
set of deep and subtle emotions.
Consumer behavior is the study of when, why, how, and where people do or
do not buy a product. It blends elements from psychology, sociology, social
anthropology and economics. It attempts to understand the buyer decision
making process, both individually and in groups.
Consumer behavior refers to the mental and emotional process and the
observable behavior of consumers during searching, purchasing and post
consumption of a product or service.
It studies characteristics of individual consumers such as demographics
and behavioral variables in an attempt to understand people's wants. It also
tries to assess influences on the consumer from groups such as family,
friends, reference groups, and society in general.
Customer behavior study is based on consumer buying behavior, with the
customer playing the three distinct roles of user, payer and buyer.
Relationship marketing is an influential asset for customer behavior
analysis as it has a keen interest in the re-discovery of the true meaning of

marketing through the re-affirmation of the importance of the customer or

buyer. A greater importance is also placed on consumer retention, customer
relationship management personalization, customization and one-to-one
marketing. Social functions can be categorized into social choice and
welfare functions.
The project is research-based project done in accordance to find the
consumer perception about Ice-cream brands. Research based project
focuses on exploratory research where I tried to find out perception of
consumers towards ice cream and determination of market potential.
Company wanted to know that what is the potential of ice cream in
Ghaziabad City, which is developing in fast pace. Questions related to ice
cream were asked to make consumers aware about the qualities of ice
cream.

Questions have been asked after keeping in mind the motive of the project
i.e. to know Consumer Perception about AMUL ice Cream In comparison to
VADILAL ice cream existing in the market.
Consumers were asked that what their expectations from the company are
whenever they purchase ice cream.
Competitors of AMUL:Major dairy products manufacturers

Malted Milkfood, ghee,

Smith KlineBecham

butter,powdered

limited
Horlicks,

milk, Milk fluid and other milk

Maltova,

based baby

Viva

food.
Condensed milk, skimmed
milk powder,

IndodanIndustries

whole milk powder, dairy

Limited

milk whitener
Indiana

chilled and processed milk.

GCMMF

Butter, Cheese and other

Amul

milk products

Farex,

Infant Milkfood malted

complain,

Milkfood.

H .J. Heinz limited

glactose,bonnie

mix,
vita milk.
Flavored milk, cheese, Milk
Britannia

Cadbury

powder,
Milkman

ghee.

Bournvita

Malted food

1.2 STATEMENT OF THE PROBLEM

As we know that customer is the king of any business, It is essential to

understand customer expectations their preferences towards the product
and their needs and wants. Without understanding consumer behavior no
companies can survive.
It serves as a feedback from the consumer and provide the companies the
message regarding the consumer attitudes, companies position,
competition, opinions of the consumer regarding the product etc.

Now a days almost all the companies involves in collecting the data from
consumers regarding their product and brand. They employee marketing
people to let them know consumer behavior.
By keeping all this points in mind, as consumer behavior plays a vital role
for any organization, this projectCONSUMER PERCEPTION ABOUT
AMUL ICE-CREAM IN COMPARISON TO VADILAL ICE-CREAM IN,
GHAZIABAD does the same.

1.2
Company Profile
The Birth of Amul

It all began when milk became a symbol of protest.

Founded in 1946 to stop the exploitation by middlemen.

Inspired by the freedom movement.

The seeds of this unusual saga were sown more than 65 years back in
Anand, a small town in the state of Gujarat in western India. The
exploitative trade practices followed by the local trade cartel triggered off
the cooperative movement. Angered by unfair and manipulative practices
followed by the trade, the farmers of the district approached the great

Indian patriot SardarVallabhbhai Patel for a solution. He advised them to

get rid of middlemen and form their own co-operative, which would have
procurement, processing and marketing under their control.

In 1946, the farmers of this area went on a milk strike refusing to be cowed
down by the cartel. Under the inspiration of Sardar Patel, and the guidance
of leaders like Morarji Desai and Tribhuvandas Patel, they formed their
own cooperative in 1946.
This co-operative, the Kaira District Co-operative Milk Producers Union
Ltd. began with just two village dairy co-operative societies and 247 litres of
milk and is today better known as Amul Dairy. Amul grew from strength to
strength thanks to the inspired leadership of Tribhuvandas Patel, the
founder Chairman and the committed professionalism of
DrVergheseKurien,who was entrusted the task of running the dairy from
1950.
The then Prime Minister of India, LalBahadurShastri decided that the same
approach should become the basis of a National Dairy Development policy.
He understood that the success of Amul could be attributed to four
important factors. The farmers owned the dairy, their elected
representatives managed the village societies and the district union, A they
employed professionals to operate the dairy and manage its business. Most
importantly, the co-operatives were sensitive to the needs of farmers and
responsive to their demands.
At his instance in 1965 the National Dairy Development Board was set up
with the basic objective of replicating the Amul model. Dr. Kurien was

chosen to head the institution as its Chairman and asked to replicate this
model throughout the country

The Amul Model

The Amul Model of dairy development is a three-tiered structure with the

dairy cooperative societies at the village level federated under a milk union
at the district level and a federation of member unions at the state level.
Establishment of a direct linkage between milk producers
and consumers by eliminating middlemen

Milk Producers (farmers) control procurement, processing

and marketing

Professional management
The Amul model has helped India to emerge as the largest milk producer in
the world. More than 15 million milk producers pour their milk in 1,44,246
dairy cooperative societies across the country. Their milk is processed in
177 District Co-operative Unions and marketed by 22 State Marketing
Federations, ensuring a better life for millions.

Organization

Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's

largest food product marketing organization with annual turnover (201112) US$ 2.5 billion. Its daily milk procurement is approx. 13 million lit
(peak period) per day from 16,117 village milk cooperative societies, 17
member unions covering 24 districts, and 3.18 million milk producer
members.
It is the Apex organization of the Dairy Cooperatives of Gujarat, popularly
known as 'AMUL', 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. Its success has not only been
emulated in India but serves as a model for rest of the World. It is exclusive
marketing organisation of 'Amul' and 'Sagar' branded products. It operates
through 47 Sales Offices and has a dealer network of 5000 dealers and 10
lakh retailers, one of the largest such networks in India. Its product range
comprises milk, milk powder, health beverages, ghee, butter, cheese, Pizza
cheese, Ice-cream, Paneer, chocolates, and traditional Indian sweets, etc.
GCMMF is India's largest exporter of Dairy Products. It has been accorded
a "Trading House" status. Many of our products are available in USA, Gulf
Countries, Singapore, The Philippines, Japan, China and Australia.
GCMMF has received the APEDA Award from Government of India for
Excellence in Dairy Product Exports for the last 13 years. For the year

2009-10, GCMMF has been awarded "Golden Trophy' for its outstanding
export performance and contribution in dairy products sector by APEDA.
For its consistent adherence to quality, customer focus and dependability,
GCMMF has received numerous awards and accolades over the years. It
received the Rajiv Gandhi National Quality Award in1999 in Best of All
Category. In 2002 GCMMF bagged India's Most Respected Company
Award instituted by Business World. In 2003, it was awarded the The IMC
Ramkrishna Bajaj National Quality Award - 2003 for adopting noteworthy
quality management practices for logistics and procurement. GCMMF is
the first and only Indian organisation to win topmost International Dairy
Federation Marketing Award for probiotic ice cream launch in 2007.
The Amul brand is not only a product, but also a movement. It is in one
way, the representation of the economic freedom of farmers. It has given
farmers the courage to dream. To hope.To live.

GCMMF - An Overview
Year of Establishment 1973
17 District Cooperative Milk Producers'
Unions (16 Members & 1 Nominal
Members

Members)

No. of Producer
Members

3.18 Million

No. of Village Societies 16,117

Total Milk handling
capacity per day

13.67 Million liters per day

Milk Collection (Total 2011-12)

3.88 billion liters

Milk collection (Daily

Average 2011-12)

10.6 million liters (peak 13 million)

Milk Drying Capacity

647 Mts. per day

Cattle feed
manufacturing
Capacity

3690 Mts. per day

Sales Turnover -(201112)

Rs. 11668 Crores (US $2.5 Billion)

Our Member Unions

1.Kaira District Cooperative Milk Producers' Union Ltd., Anand
2. Mehsana District Cooperative Milk Producers' Union Ltd, Mehsana
3. Sabarkantha District Cooperative Milk Producers' Union Ltd.,

Himatnagar
4. Banaskantha District Cooperative Milk Producers' Union Ltd., Palanpur
5. Surat District Cooperative Milk Producers' Union Ltd., Surat
6. Baroda District Cooperative Milk Producers' Union Ltd., Vadodara
7. Panchmahal District Cooperative Milk Producers' Union Ltd., Godhra
8. Valsad District Cooperative Milk Producers' Union Ltd., Valsad
9. Bharuch District Cooperative Milk Producers' Union Ltd., Bharuch
10. Ahmedabad District Cooperative Milk Producers' Union Ltd.,
Ahmedabad
11. Rajkot District Cooperative Milk Producers' Union Ltd., Rajkot
12. Gandhinagar District Cooperative Milk Producers' Union Ltd.,
Gandhinagar
13. Surendranagar District Cooperative Milk Producers' Union Ltd.,
Surendranagar
14. Amreli District Cooperative Milk Producers Union Ltd., Amreli
15. Bhavnagar District Cooperative Milk Producers Union Ltd., Bhavnagar
16. Kutch District Cooperative Milk Producers' Union Ltd., Anjar.

Financial Position of AMUL:

Sales Turnover

Rs (million)

US $ (in 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

2005-06

37736

850

2006-07

42778

1050

2007-08

52554

1325

2008-09

67113

1504

2009-10

80053

1700

2010-11

97742

2172

CONTACT US

Gujarat Cooperative Milk Marketing Federation Ltd.

Amul Dairy Road
P B No.10, Anand 388 001,
India
Phone: +91-2692-258506, 258507, 258508, 258509
Fax: +91-2692-240208
Email: gcmm f@amul.com

1.4 Product Profile

List of Products Marketed:

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

AmulEmmental Cheese

Amul Gouda Cheese

AmulMalaiPaneer (cottage cheese)

Utterly Delicious Pizza

Mithaee Range (Ethnic sweets):

AmulShrikhand (Mango, Saffron, Almond Pistachio,

Cardamom)

AmulAmrakhand

AmulMithaeeGulabjamuns

AmulMithaeeGulabjamun Mix

AmulMithaeeKulfi Mix

AvsarLadoos

UHT Milk Range:

Amul Shakti 3% fat Milk

AmulTaaza 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:

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:

AmulMithaimate Sweetened Condensed Milk

Fresh Milk:

AmulTaaza 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

AmulSaathi Skimmed Milk 0% fat

Amul Cow Milk

Curd Products:

AmulFlaavyo Yoghurt

AmulMastiDahi (fresh curd)

AmulMasti Spiced Butter Milk

AmulLassee
Amul Icecreams:

Royal Treat Range (Butterscotch, Rajbhog, MalaiKulfi)

Nut-o-Mania Range (KajuDraksh, KesarPista Royale, Fruit

Bonanza, Roasted Almond)

Nature's Treat (Alphanso Mango, Fresh Litchi, ShahiAnjir,

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:

Amul Milk Chocolate

Amul Fruit & Nut Chocolate

Brown Beverage:

Nutramul Malted Milk Food

Milk Drink:

AmulKoolFlavoured Milk (Mango, Strawberry, Saffron,

Cardamom, Rose, Chocolate)

AmulKool Cafe

AmulKool Koko

AmulKoolMillkShaake (Mango, Strawberry, Badam, Banana)

CHAPTER2

OBJECTIVES OF THE STUDY

As the market share of the Amul Company is not substantial as in other

parts of the country, they are facing tough competition from local
companies. Company wants to know what common consumer thinks about
ice cream and what they expect from their family brand i.e. Amul.
What does company expects to do by solving the problem?
Every company expect something for which it conducts research and try to
solve the problem, here also by this project To study the consumer
perception of Amul ice-cream in comparison to other brands.

Price sensitivity of the consumer.

To know the expectations of the consumers.

Preference of the consumer.

Effect of advertisement on consumer buying behavior.

CHAPTER3
NEED &SCOPE FOR THE STUDY

Before business can develop marketing strategies, they

must understand what factors influence buyersbehavior and how
they make purchase decision to satisfy their needs and wants.

This study helpful to know in which stage the brand would

be in industrial
Life Cycle.

This study aims towards collecting information about

consumers Psychology towards wireless Amul Ice cream and thus
helping AMUL in understanding customers nature and help in
developing strategies which will thus help them in increasing their
business.

It is done to understand what consumers consider while

going for purchasing Amul Products.

By this study we came to know how the organization

retaining and sustaining its customer,

The main purpose of this project is to study consumers

buying
Behaviour and develop strategies which help AMUL in increasing
their market share.

This study is mainly focused on various factors that affect

consumers buying decision. Such as social, psychological and
personal.

The survey was conducted among different groups and all

possible local areas in Noida were considered for the study. The
sample size was of 150 people who included people from various
age groups and different income levels. The data was collected
through filling of questionnaire and interview

The survey helped in understanding the various factors that

influenced the buying decisions of the customers and
understanding their needs when it comes to Amul Ice cream.

This study helps to understand the satisfactory level of

consumers towards the brand. And also understanding the
consumer attitudes and their buying motives by means of
company brand image.

CHAPTER 4
REVIEW OF LITERATURE
LITERARY REVIEW:

Psychologists have long been interested in the topics of buying and

shopping behavior. Some major perspectives in psychology such as
behaviourism and cognitivism have formulated different theories to explain
buying motivation and behavior. The behaviorists stress the process of
operant conditioning and individuals history of reinforcement, while the
cognitive approach puts its accent on individuals free will and intentional,
voluntary action. The views of these two perspectives can be examined in
terms of the nature of buying behavior and the process of choice.

Based on their different conception about the nature of buying behavior,

the behaviourist and the cognitive theorists have different views on the
process of choice when buying. The behaviorists propose that consumer
choice begins with an external stimulus such as an advertising message or
word-of-mouth communication. Etc. However, the cognitive psychologists
adopt a different approach to explain the process of choice. They consider
the choice of buying as a rule-following behaviorEtc.
To the behaviorists, therefore, choice of buying is simply a behavior, the
only way of acting in a given set of circumstances defined in terms of
controlling contingencies. On the other hand, the cognitive theorists
present choice of buying as an outcome of internal, mental deliberation and
psychological decision. Actually, although the behaviorists and the
cognitive theorists have different ideas of the content of choice, they do
share similar view on the unconscious feature of choice (rather involuntary
response to discriminative stimulus and the following of rules).

THEORITICAL REVIEW:
Consumer is the king and it is the consumer who determines what a
business is. Therefore, a sound marketing program should start with a
careful analysis of the habits, attitudes, motives and needs of consumers.
Consumer behavior is prerequisite though the process is highly
complicated. At the same time, a firms ability to establish and maintain
satisfying exchange relationships depends on the level of understanding of
buying behavior. Thus, buying behavior is the decision process and acts of
people involved in buying and using products.

Need for Understanding Consumer Behavior

Knowledge of consumer behavior would render immense help for planning
and implementing marketing strategies.

Secondly, the proof of establishing consumer orientation in

the marketing. This is known only when marketing mix is
developed to include positive answers to the questions listed in
the beginning of this chapter.

Thirdly, by gaining a better understanding of the factors that

affect buyer behavior, marketers are in a better position to predict
how consumers will respond to marketing strategies.

Finally, consumer is the principala priori of business. The

efficiency with which a free market system of enterprise operates,

in the last analysis, depends upon the extent of consumer

understanding possessed by the business cannot possibly fulfill its
obligations in a meaningful and responsive manner. This is exactly
the reason why consumer behavior is given importance in modern
marketing.
Consumer Decision Behavior
It is a usual behavior with most consumers to seek the objective of creating
maintaining a collection of goods and services that provides current and
future satisfaction.

The various types of consumer decision-making vary considerably and are

classified as follows:

Routine response behavior.

Limited decision-making, and

Extensive Decision-making.

1.

Routine decision behavior- is usually found in the cases of

frequently purchased and low-cost items. They are also aware of
alternative brands, for instance, if you intended to buy a
particular would switch over to a second preferred brand of their
choice. Thus, products that are bought through routine response
behavior are purchased quickly with very little mental effort.

2.

Limited decision-making -Itis pertinent in the case of

purchases made by the consumers less frequently. The
investment needed also will be comparably high. Hence, the
consumers may acquire information about all possible brands and
some amount of mental exercises would follow to arrive at a
decision about all possible brands. Thus, limited decision-making
requires a moderate amount of time for information gathering and
deliberation.

3.

.Extensive decision-making- It is required when a consumer

wants to purchase unfamiliar products which is totally new,
having high unit value and bought preferably once in his life time.
Before such a product is bought, the consumer uses many criteria
for evaluating alternative brands and substitute products and
spends much time in seeking information and deciding on the
purchase. An interesting but a notable point in this connection is
that the type of decision-making need not necessarily remain
constant. The following illustrates the variations more clearly.
Extended Consumer Decision-making
Limited Consumer Decision-making
Routine Consumer Decision-making

Frequency of Purchase

Time Pressure

Degree of Search

Amount of Perceived Risk

Level of Prior Experience

Very High Moderate Very Low

Factors Influencing Consumer Buying Behavior:Several factors determine the buying behavior of consumers. These factors
may be classified as follows:
Personal Factor:
These include factors unique to a particular person. Numerous personal
factors influence purchase decisions:
(a) Demographics

Individual characteristics such as age, sex, race, ethnicity, income,

occupation and family life cycle are called demographics. These have a
bearing on who is involved in family decision-making.

(b) Life styles

Life style means an individuals pattern of living expressed through
activities, interests and opinions. Life style patterns include the ways people
spend-time, the extent of their interaction with others, and their general
outlook on life and living, people partly determine their own life styles and
partly these are shaped by personality and demographics.

(c) Situation.
Situational factors are influences resulting from circumstances, time and
location that affect the consumer buying behavior.

Social factors:The factors that other people exert on buying

behavior are called social factors. These factors are as follows:

(a) Roles and Family

Role means the activities that a person is supposed to perform. A person
occupies several positions and, therefore, he/she has many roles.

(b) Reference Group

A reference group is any group that exercises a positive are three major
types of reference groupsmembership, aspiration and dissociative. A
reference group may serve as an individual, point of comparison and source
of information.

(c) Opinion leader

The reference group members who provides information about a specific
share that interests members of the group is called opinion leader. An
opinion leader is likely to be most influential when consumers have high
product involvement buy low product knowledge, when they share the
attitudes and values of the opinion leader and when the product details are
numerous and complicated.

(d) Social Class

A social class means an open group of individuals with similar social rank.
Quite often people in a society are classified into upper, middle and lower
classes on the basis of their income and occupation. Consumers belonging
to a particular social class tend to have common behavioral patterns. They
may have similar attitudes and values.

(e) Culture and Sub-cultures

Culture is the aggregate of customs, beliefs, values, and objects that a
society uses to cope with its environment and passes on to future
generations. Our culture determines what we want and wear,. It also
influences how we buy and use products. Cultural changes affect marketing
mix.
(3) Psychological factors:
Factors that operate within individuals and determine their general
behavior are as follows:
(a) Perception
Perception is the process of selecting, organizing and interpreting
information to derive meaning. Different people perceive the same thing at
the same time in different ways.
(b) Motives

A motive means an internal force that orients a persons activities towards

need satisfaction. A set of motives affects a buyers actions. Motives that
influence where a person buys products on a regular basis are known as
patronage motives. These include location, price, variety, service and
behavior of sale people. Marketers use depth interviews, projection and
other methods to know and understand the motives of buyers.

(c) Learning
Changes in an individuals behavior due to information and experience are
called learning. A consumer tends to repeat purchase actions which create
satisfaction. Inexperienced buyers use price as an indicator of quality more
advertisements, salespersons, friends and relatives. They also learn by
buying and using products.

(d) Attitudes
Attitude refers to an individuals enduring evaluation, feelings and
behavioral tendencies toward an object or idea. An individuals attitudes
remain generally stable and do not vary from moment to moment.
Attitudes play a significant role in determining consumer behavior.

(e) Personality
Personality refers to a set of internal traits and distinct behavioral
tendencies that result in consistent patterns of behavior. An individuals
personality is the outcome of heredity and personal experiences. It makes
the individual unique.. Personality influences the type of brand and
products purchased.
(f) Self-concept
Self-concept of self-image means a persons perception or view of himself.
Individuals develop and alter theirself-=concept through interaction of
social and psychological dimensions. Research shows that a buyer
purchases products that reflect and enhance the self-concept. A persons
self-concept may also influence selection of products category and brand.

Consumer Buying decision Process

The process which consumers proceed while making their buying decisions
is known as the consumer buying decision process. This process consists of
five stages a s shown in following fig.
Arrows connect all the elements in the decision process and show the
impact of demographics, social factors, and psychological factors upon the
process.

Arrows show feedback. (a) Shows the impact of social and psychological
factors
(b) Shows the impact of a purchase on social and psychological factors such
as social class.
Social & Psychological Influences

Person Specific Influences

Roles and Family
The stages in consumer buying decision process are below:
1.

Problem Recognition
A buyer recognizes the problem when he becomes aware of the desired
state and an actual condition. The speed with which a consumer recognizes
the problem can be quite fast or slow. Sometimes, a person has a problem
or need but is unaware of it. Marketers use advertising, personal selling and
other methods to help trigger recognition of such needs or problems.

1.

Information search
After recognizing the problem or need, a buyer search for product
information that can resolve the problem or satisfy the need. There are two

types of information search. In the internal search which is our self and
external search which consists of friends, relatives, and media. Marketers
repeat advertisements and use visuals to increase consumer learning of
information.

1.

Evaluation of alternatives
A successful information search yields a number of brands that a buyer
views as possible alternatives. This group of products/brands is called the
buyers evoked set. Various objective and subjective characteristics that are
important to the buyer are used to evaluate the alternatives. Cost and
warranty are examples of objective criteria whereas brand image and style
are examples of subjective characteristics.

1.

Purchase
In this stage the buyer chooses the product or brand to be bought. Product
availability may influence which brand is purchased. The terms of sale
(price, delivery, warranty, maintenance agreement, installation and credit
arrangement) are settled finally, the actual purchase takes place.

1.

Post-purchase behavior

After the purchase, the buyer begins evaluating the product to ascertain if
its actual performance meets the expectations. Many criteria used in
evaluating alternatives are applied again for this purpose. The outcome of
this stage is either satisfaction of dissatisfaction. Shortly after purchasing
an expensive product, a buyer doubts whether he make the right decision.

Buying Motives of Consumers

A buying motive means what induces a customer to buy a product. There is
a buying motive behind every purchase. But the motive may differ from one
buyer to another. Buying motives may be classified as follows:

1.

Internal and External Motives

Internal buying motives are inherent in the minds of consumers. They arise
from the basic needs like hunger, safety, comfort, pleasure, etc. internal
buying motives may be rational or emotional.
External buying motives are those which a customer learns or acquires
from his environment. Social status, social acceptance, achievement, etc.
are examples of such motives. Income, education, occupation, religion,
culture, family and social environment influence external motives.

1.

Rational and Emotional Motives

Buying motives are those which are based on logical reasoning and
consideration of economic consequences. They include the cost, durability
and dependability of the product/service.
Emotional buying motives are based on personal feelings. These motives
include ego, prestige, love and affection, status, pride, etc.

1.

Product and Patronage Motives

Product motives are of two types-primary and secondary. Primary buying
motives are the reasons due to which consumers buy one class of products
rather than another. These motives arise directly from human needs and
wants. These include the desire for health, beauty, knowledge, relaxation,
recognition, etc.
Secondary or selective buying motives induce consumers to buy certain
kinds of products. These include desire for convenience, dependability,
durability, economy, versatility, etc.

CHAPTER5
RESEARCH METHODOLOGY

RESEARCH PROBLEM
The problem of the research was Consumer perception about Amul icecream in comparison to other brands in the market of Ghaziabad.

RESEARCH OBJECTIVES:
The purposes for which the study is undertaken are:

1.

To find out the image of Amul ice cream.

2.

To assess the awareness about Amul ice cream qualities.

3.

To obtain the opinion of customers t about Amul ice cream

with reference of price.

4.

To know that what does Customer looks for while buying ice
cream.

5.

To know the impact of advertisement and promotion on

consumer buying behavior.

6.

To find out impact schemes on consumer buying decision.

7.

To make a comparative analysis of Amul&Vadilal on the

parameter

8.

To make the suitable suggestion on the basis of it.

Research
The advanced learners dictionary of current English lays down the
meaning of research as a careful investigation or enquiry especially
through search for new facts in any branch of knowledge.

Redman and Mory define research as a systematized efforts to gain new

knowledge.
In common terms research can define as scientist and systematic search for
pertinent information. On a specific topic research comprises defining
problems, collecting, organizing and analyzing data, suggesting solutions
and researching conclusion so that they fit to the suggested solutions.
Types of Research:
1.

Descriptive Research- Descriptive Research includes surveys

and fact-finding enquiries of different kinds. The major purpose of
descriptive research is description of the state affairs, as it exists
at present.

1.

Analytical Research- In this the researcher has to use facts

or information already available, and analyze there, to make a
critical evaluation of the material.

1.

Applied Research- Applied Research aims at finding a

solution for an immediate problem facing a society or an
industrial business organization. Research aimed at certain
conclusion facing a concrete social or business problem is an
example of applied research. The central aim of applied research
is to discover a solution for some pressing practical problem.

1.

Fundamental Research F.R mainly concerned with

generalization and with the formulation of the theory. Gathering
knowledge for knowledge is sake is termed pure or basic
research. Research concerning some natural phenomenon or
relating to pure mathematics are examples of fundamental
research.

1.

Quantitative Research- Quantitative research is based on the

measurement of quantity or amount. It is applicable to
phenomenon that can be expressed in terms of quantity.

1.

Qualitative Research- Qualitative Research is concerned with

qualitative phenomenon, i.e. phenomenon relating to or involving
quality or kind. For instance, when we are interested in
investigating the reasons for human behavior, we quite often talk

of innovation research important types of qualities research. This

type of research aims at discovering the underlying motives and
desire.

1.

Conceptual Research- Conceptual Research that relates to

some abstract ideas or theory. Philosophers and thinkers to
develop new concept or to reinterpret existing once generally use
it.

1.

Empirical Research- Empirical Research relies on experience

or observation alone, often without due regards for system and
theory.

Research Design
A framework or blue print for conducting the marketing research project. It
specifies the details of the procedures necessary for obtaining the
information needed to structure and/or solve marketing research problems.
Provides an accurate snaps sort of sum aspects of market environment.
Descriptive research includes surveys and fact-finding enquiries of different
kinds. The major purpose of descriptive research is the description of the
state of affairs as it exists at present.

The Research design in this study is descriptive research. Researcher

selects the descriptive research design due to the following reasons.

To describe the characteristics of relevant groups, such as

customers, organizations (School and Institute) and market.

To determine the perception of customer about the product

For markets studies; describe the size of market, buying

power of the customer, customer profiles.

For market share studies; which determine the proportion of

total sales received by company and its competitors?

For image studies; which determine (customers) perception

about the company and its products?

For product usage studies; areas in use the projectors are in

use.

For Advertising studies; which describe media consumption

habits and audience profiles for specific, websites, magazines,
newspapers and T.V. program.
Research Process

Formulating the research problem

Preparing the research design

Determining the sample design

Collecting the data

Analysis of the data

Preparation of the report

Sampling terms
(a)Population: - The aggregate of all the elements sharing some common
set of characteristics, comprising the universe for the purpose of the
marketing researcher problem.
(b) Census: - A complete enumeration of the elements of a population or
study object.
(c) Sample: - A subgroup of the elements of the population selected for the
participation in the study.
(d) Element: - Objects those posses into society by the researcher and about
which inferences are to be made.

Methodology
Methodology provides the way to systematically solve the problem in hand.
It may be considered as a service of studying now the research problemos
being solved significantly.

The terms methodology answer in which one of the following available

method and techniques are relevant and which are not regarding the
problem in hand.
Hence when whenever a project report is written, the most important think
to people mind is the methodology should be systematic.
The methodology should be clear in the mind of the researcher because this
only thing on which the whole project is based. It provides the guidelines in
the mind of researcher to carry out the project. It provides the right
approach to precede the research problem.

RESEARCH METHODOLOGY

Research methodology deals with the various methods of research. The

purpose of the research methodology is to describe the research procedure
used in the research. Research methodology overall includes the research
design, data collection method and analysis procedure which are used to
explore the insight information form the research problem. Research
Methodology helps in carrying out the project report in by analyzing the
various research findings collected through the data collection methods.

RESEARCH DESIGN

Research design is an important and the vital part of the research. Research
design is a comprehensive master plan specifying the procedure for
collecting and analysis the needed information. Research design provides
an excellent framework for the research plan of action. The function of the
Research design is to ensure that the required data is in accordance;
research design is a blue print for the research study, which guides research
in collecting and analysis the data.

Type of Research Design

EXPLORATORY RESEARCH DESIGN
Exploratory research design helps the research in getting the insight
information from the research problem. Generally all the marketing
research projects innuendos exploratory research that helps the researcher
in providing the sharp focus of the problem under research. Exploratory
research lays emphasis on the discovering of ideas and possible inside to
get the information needed to carry out the research has used the
exploratory form to research design in the project under study.

CONCLUSIVE RESEARCH DESIGN

Conclusive research design is the design, which helps the researcher in
studying the research problem in the conclusive form, this helps the
researcher in choosing the possible cause of action from various

alternatives to make a rational design. Hence this type of research is being

used in this research project.
DATA COLLECTION METHOD
The success of any project or market survey depends heavily on the data
collection and analysis. It is necessary that the data collected is a reliable
data in order to achieve the research objective. All data sources can be
classified into two data:
1.

PRIMARY DATA

2.

SECONDARY Data

PRIMARY DATA: - Primary data is the data which are

fresh and collected for the first time, and are original in character.
There are various Primary data collection techniques, which have
helped in data gathering.
The primary data collection techniques used in the project is as follows:

PERSONAL INTERVIEW METHOD

SURVEY METHOD

QUESTIONNAIRE METHOD

OBSERVATION METHOD

EXPERIMENTATION METHOD
2) SECONDARY DATA- Secondary data are those data, which have been
already collected or published for the purpose other than specific research

need at hand .This data is simply used up by the researcher for his purpose
of collected the data and its use is now not the same. The secondary data
source here in this project are:

MAGAZINES

WEBSITES
SAMPLE SELECTION
After the questionnaire for the data collection is being prepared. Next step
is to; identify the universe for that the sample unit is to be chosen as it is
not possible to gather information from the entire universe.
Universe of the Study
The universe of the study, I have selected all consumers residing in
GHAZIABAD and who shopping in Malls, Super Bazaar, near by markets.

Sample Size
Our project Guide, keeping in view the time consideration, determined the
size of the sample arbitrarily. The sample size I have taken 50 units.
Targets Respondents

All the consumers and individuals (they were housewives, working women,
students and professionals) were our target respondents for our
questionnaire.
Sampling Techniques
For the study we have taken a sample size of 50 respondents pose non
probability sampling technique. Further we also applied convenience
sampling, judgment sampling, as a part of non probabilistic sampling
techniques.
Marketing Research Tools
For conducting our marketing research, I have used questionnaire methods
for collecting data abode the consumer preference and effect of television
commercial on consumer decision making process with regard to cosmetic
products.
Sources of information
Primary Data: Questionnaire and Ghaziabad Residents.
Secondary data: Website Amul.com
Method used for research

Conclusive research

Conclusive research is the descriptive research, which helps the marketing

executive to take a rational decision
The survey was conducted of consumers living in various reputed localities.
During the survey personal interview was the technique used to collect the
required information.
Instrument used-Questionnaire
As the name suggests, in this method asking questions to the people who
are thought to have the desired information collects data. Question may be
in oral and written form.
A formal list of such question is called questionnaire.
Since the objective of the research was to know the perception of the
consumer for the brand and to know the change in their reception after the
advertisement/ prompt ion campaign, it was therefore necessary to prepare
a questionnaire for the consumers of the product.
In the research, structure non-disguised technique has been used since it
provides more objective measurement system. The real objective of the
research was not hidden from the respondents they aware of the topic on
which they had to respond.
Sampling Technique Used & Size of the Sample:
Sampling unit

Ghaziabad residents
Sampling units are Ghaziabad city residents and they are contacted
randomly to avoid biasness.
Sample Size:150 (Prime Location)
Sampling extent : Ghaziabad City
The survey was conducted at the prime locations of City.
SAMPLE PROFILE
SAMPLING: Random
A sample Random sample is a generated by a process that guarantees, in
the long run, that every possible sample of a given size will be selected with
known and equal probability. Random sampling has been done so that the
whole universe could be covered

LIST OF LOCATION

LOCATION NUMBER OF RESPONDENT COVERED

Indrapuram30

Govindpuram 30

Dasna 30

Raj Nagar 15

Mansuri 15

Vaishali 30

=150

ANALYSIS OF THE PROJECT

Brand awareness

Brand

People aware

Amul

150

Vadilal

150

Cream bell

120

Kwality walls

150

Mother dairy

135

Gloria

145

Go Go

140

Top n Town

135

Dinshaes

125

Softel

100

Interpretation
Consumers are much more aware about almost all the brands.Amul, Vadilal
and Kwality walls are known by every respondent. Softel is the least known
brand among all brands taken into consideration.
CUSTOMER CHOICE

Brand

People Respond (in %)

Amul

20

Vadilal

18

Cream bell

12

Kwality walls

15

Mother dairy

Gloria

11

Go Go

Top n Town

Dinshaes

Softel
1

Interpretation

Customers given highest preference to brand Amul that means it has

greatest customer choice or people refer to have Amul ice cream rather then
go for other ice creams. Amuls biggest competitors are Vadilal and Kwality
walls in Ghaziabad prime locations.

INFLUNCING FACTORS EFFECTING PURCHASE OF THE PRODUCT

Factors

Responses in percentage

Quality

50

Price

60

Availability

20

Taste

15

Flavor

Interpretation
Majority of consumers consider price and quality of the product while
buying any product sice in the cities like Ghaziabad people are price
sensitive and educated so quality conscious too. Availability is the second
largest factor which influences the purchase.

OPENION ABOUT PACKAGING OF AMUL ICE CREAM SHOULD BE

IMPROVED
Opinion

Responses in percentage

Agree

80

Strongly Agree

45

Disagree

20

Strongly disagree

Interpretation

Majority of customers are agreed that company should improve its

packaging as it was found during the survey that they had problem with the
packaging especially in the summers there is problem of leakage found in
the party pack. Thus company should work on this area.

Awareness about Amul ice cream attributes

Interpretation
Majority of customers are not aware about the Amul ice cream special
features. Only 26.67% people know that Amul ice cream is made up of real
milk not from vegetable oil. Thus company should work on this area. They
should increase customer knowledge about the product so that it can
increase product value in the market.
PREFERED CONSUMPTION LOCATION

Place

Responses in Numbers

Parloures

45

Home

65

Restaurant

30

Others

10

Interpretation

Majority of consumers in Ghaziabad prefer to have Ice cream at their own

place but they also like to have Ice cream at parlors and restaurants. Other
places they usually like to have Ice cream at marriages and formal parties.

Product trial

Interpretation

Almost all the respondent had Amul ice cream at least once in their life.
Majority of them are regular customers. This shows the popularity of the
product and customer awareness about the brand AMUL in Ghaziabad.

Consumer perception about the product

Opinion

Responses in Numbers

Excellent

65

Good

55

Average

20

Not good

10

Very bad

Interpretation

The overall response about the product is positive and customer feel Amul
as an excellent product. This show the good market reputation and
customer likeness about the product. It also reflects the good image of the
brand Amul.
Awareness about Amuls quality
RESPONSE

NUMBER OF RESPONDENT

YES

25

NO

125

Interpretation
Generally respondent perceive the product quality by viewing esthetics only
they feel quality is as it looks they do not know how Amul is different from
other brands. Thus company should work on this area. They should
increase customer knowledge about the product so that it can increase
product value in the market.
Schemes Awareness in customers
Schemes

People aware

CASH DISCOUNT

10

BULK DISCOUNT

COUPON SCHEME

25

1+1 Scheme

125

25% Extra scheme

150

Preferred advertising media:

MODE

NO OF RESPONSES

MEDIA

150

TELEVISION

45

NEWSPAPER

30

MAGAZINES

20

HOARDING

53

OTHERS

Interpretation
Media is the way which includes both print media and television to aware
the customers about Amul ice cream in which majority of respondents
come across the advertisements through hoardings and commercials shown
in their television. Thus print media is the major source of creating
awareness among customer.

Effect of advertisement on buying behavior

Response

No of respondents

YES

130

NO

20

Respondents

20

40

60

80

100

120

140

No of

YES

NO

Responses

Effect of advertisement on buying behavior

Interpretation

It is found that advertisements affect the buying process of consumer as we

can see from our survey also around 90% respondent are agree with the fact
that advertisements affect the buying process.

Suggestions and Recommendations

After conducting the survey I would like to give few suggestions as followsThe company needs to work on the advertising strategy in the Ice-cream
division as they are doing in butter division since majority of consumers are
not even aware about the schemes run by the company.

Although company has good market share in Ghaziabad City due to its
Brand name but it could increase its share significantly through massive
direct marketing because there are still some untouched area where the
product is not regularly available.

There is lot of complaint regarding availability of the product specially in

the summers and regarding packaging of one liter party pack thus should
be eliminated.

There is no single as such exclusive Amulparlour as it is in Delhi,

Ahmadabad and big cities like Bangalore. It is also recommended to open a
parlour here also and the preferred location is Indrapuram.

The packaging material of ice cream party pack should be either container
or plastic sheets instead of being hard board sheets as it is available in other
big cities also.

More schemes should be launched to boost the awareness of the Amul Ice
cream and remain in competition with the foreign players.

In Ghaziabad the strength competition of Amul is with local players like

Gloria in price terms and Dinshaes and Cream bell in quality. Then it is
recommended to introduce the product into two different ranges like one to

compete with local players which should be comparatively low price

segment and other should be quality product having slightly high price.

To enhance the consumer buying and consuming habit company should

apply new promotional tools like mass marketing and customization of the
product.
Company should introduce Low fat and less sugar Ice cream segment to
penetrate new market.

Company should target youth and children for the product

like Ice-cream and should know what exactly consumer wants.

CONCLUSION

An attempt is made to identify the level of awareness and market

perception among the respondents towards Amul ice cream. It was found
during studies that Amul has a very good market reputation in Ghaziabad
city. They have a huge market share and big customer base. They have a
bright future as have many uncovered area and potential customers.

Consumers are satisfied with the quality of the product.

There are lots of varieties available in the market.

Consumers have complaint regarding packaging and some

times availability of the product particularly with the brand
Cassatta and Fundoo Range.

In Ghaziabad the strength competition of Amul is with local

players like Gloria and go in price terms and Dinshaes and Cream
bell in quality.

There are huge opportunities for the company to open a

separate Amul ice cream parlour as customers have shown great
enthusiasm for it.

A small segment of the respondents think that the Amul is

the best brand among suggested option. All the rest of them think
that there are other good options also available like Vadilal and
Cream bell.

Major chunk of the respondents feel that the best feature of

Amul is its Quality and taste. The adequate price of the product is
the second valuable feature.

Customers are highly quality and price sensitive in

Ghaziabad. Relatively they are more price sensitive then quality.

When asked to recall an advertisement in respect of any

schemes launched by company, almost all the respondents were
able to recall only one or two advertisements. Majority of
respondent are not even aware about many schemes.

TV advertising provides a unique blend of sight, color,

movement, sound, repetition and presentation of the products.
This helps TV commercials to gain advantage over other Media.
FINDINGS

LIMITATIONS
1.

The data obtained is focused to Indrapuram,

Dasna,Govindpuram, Raj Nagar, and Mahanagar other areas are
untouched then results may vary.

2.

Due to shortage of time study was restricted.

3.

Inaccessibility to certain areas also restricted the study to a

limited sample size.

4.

Customer responses some time affected due to hellow effect

or pear influences.

5.

Many times consumers hide the exact information and

provide what the informs wants.
RESEARCH QUESTIONNAIRE
NAME _____________

Age group BELOW 10 21-35 ABOVE 60

(In years) 10-15 36-45

16-20 45-60

Gender MALE FEMALE

Marital Status
SINGLE MARRIED
Education
GRADUATE UNDERGRADUATE
OCCUPATION ______________
ADDRESS :-_________________
_________________
_______________
Q.1 How many brands among the following are you aware of?
Amul Gloria
Vadilal Go Go

Cream bell Top n Town

Kwality walls Dinshaes
Mother dairy Softel

Q.2 Which brand do you prefer while buying Ice cream? (Rank 1-10)
Amul Gloria
Vadilal Go Go
Cream bell Top n Town
Kwality walls Dinshaes
Mother dairy Softel

Q.3 While buying Ice-cream which factor do you consider most?

Quality

Price

Availability

Taste

Flavor
Q.4 Do packaging affect buying behavior?
Yes No

Q.5 Does Amul Ice cream packaging attract you?

Agree

Strongly Agree

Disagree

Strongly disagree

Q.6 Are you aware that Amul Ice cream made up of real milk and not from
vegetable oil?
Yes No

Q.7 Does price of Ice cream affect the purchase of branded Ice Cream?
Yes No

Q.8 You like to Enjoy Ice cream at

Parlors

Home

Restaurant

Others

Q.9 Have you ever tried Amul Ice cream?

Yes No

Q.10 How do you find Amul Ice cream?

Excellent

Good

Average

Not good

Very bad

Q.11 Are you aware with the fact that Amul has been ranked number one
brand due to its quality?
Yes NO

Q.12 Do you know about various schemes run by Amul?

Yes No
Q.13 If yes, among them which are known by you?

CASH DISCOUNT

BULK DISCOUNT

COUPON SCHEME

1+1 Scheme

25% Extra scheme

Q.14 Have you come across any of Amul advertisement?
Yes No
Q.15 Through which media have you come across more of such .
Advertisement?

MEDIA

TELEVISION

NEWSPAPER

MAGAZINES

HOARDING

OTHERS

THANK YOU FOR YOUR TIME

BIBLIOGRAPHY

Research Methodology C.R Kothari, Publisher: New Age

Publications New Delhi, Publication Date: 03-30-2009

Marketing Management- Phillip Kotler 14th Edition, Publisher:

Pearson Education, Topic Analyzing Customer Markets

Business World ,Publisher: Ananda Publications, New Delhi,

Edition: July 2012.

Indian Journal of Marketing(ISSN-0973-8703). Topic

Consumer Behavior.

amul.com , To check company introduction, list of products.

Wikipedia.com to know detail about ice cream Industries in

India