The Taste of India

Chapter-1
INTRODUCTION:
Marketing is a total system of business, an ongoing process of: 1. Discovering and translating consumer needs and desires into the products services (planning and producing the planned products). 2. Creating demand for this product and services (through promotion and pricing)
3. Serving the consumer demand through planned and physical distribution) with

the help of marketing channels and then I turn. 4. Expanding the market even in the place of keen competition.

The modern marketer is called upon to set the marketing objectives, develop the marketing plan, organize the ,marketing function, implement the marketing plan or programme ( marketing mix) and control the marketing programme to ensure the accomplishment of the set marketing objectives. The marketing programme covers producer planning or merchandising, price, promotion and distribution. In short, modern marketing begins with the customer, not with production cost, sales, technological landmarks and it ends with the customer satisfaction and social wellbeing. Under the market- driven economy buyer or customer is the boss. Marketing has been viewed as an ongoing or dynamic process involving a set of interacting activities dealing with a market offering by producers to consumers on the basis of reliable marketing anticipation.

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Marketing is a matching process by which a process by which a producer provides a marketing mix that meets consumer demands of a target markets within the limits of society. The process is based on corporate goals and corporate capabilities. Marketing process brings together producers and consumers the two main participants in exchange. Each producer or seller has certain goals and capabilities in making and marketing his products. He uses marketing research as a tool to anticipate market demand. Then he provides a marketing mix in order to capitalize marketing opportunity. An exchange or a transaction takes when market offering is acceptable to the customer who is prepared to give something value I return against the product so bought.

The Taste of India

INDUSTRY PROFILE:
Dairy is a place where handling of milk and milk products is done and technology refers to the application of scientific knowledge for practical purposes. Dairy technology has been defined as that branch of dairy science, which deals with the processing of milk and the manufacture of milk products on an industrial scale. The dairy sector in the India has shown remarkable development in the past decade and India has now become one of the largest producers of milk and value-added milk products in the world. The dairy sector has developed through co-operatives in many parts of the State. During 1997-98, the State had 60 milk processing plants with an aggregate processing capacity of 5.8 million liters per day. In addition to these processing plants, 123 Government and 33 co-operatives milk chilling centers operate in the State. Also India today is the lowest cost producer of per liter of milk in the world, at 27 cents, compared with the U.S' 63 cents, and Japans $2.8 dollars. Also to take advantage of this lowest cost of milk production and increasing production in the country multinational companies are planning to expand their activities here. Some of these milk producers have already obtained quality standard certificates from the authorities. This will help them in marketing their products in foreign countries in processed form. The urban market for milk products is expected to grow at an accelerated pace of around 33% per annum to around Rs.43, 500 crores by year 2005. This growth is going to come from the greater emphasis on the processed foods sector and also by increase in the conversion of milk into milk products. By 2005, the value of Indian dairy produce is

The Taste of India

expected to be Rs 10, 00,000 million. Presently the market is valued at around Rs7, 00,000 mn.

Milk Production from 1950 to 2020 1950 1996 1997 17 million tonnes 70.8 million tonnes 74.3 million tonnes

(Projected) 2020 240 million tonnes Expected to reach- 220 to 250 mt 2020 India contributes to world milk production rise from 12-15 % & it will increase up to 3035% (year 2020) World's Major Milk Producers Country India Brazil Russia Germany France Pakistan USA UK Ukraine Poland New Zealand Netherlands Italy Australia 2002-03 81 75 34 27 24 21 71 14 15 12 11 11 10 9 (Million MTs) 2003-04 (Approx.) 84.5 77 33 27 24 22 71 14 14 12 12 11 10 10

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Research and Development in Dairy Industry: The research and development need to the dairy industry to develop and survives for long time with better status. The various institute and milk dairy companies R&D results provide base for todays industry growth and development. The research and development of products of dairy, like yogurt and cheese market research and company reports provides insights into product and market trends, analysis opportunities, sales and marketing strategies will help local milk unions to develop and spread world wide through obtaining this knowledge. Specific on market share, segmentation, size and growth in the US and global markets are also helps industry to expand its market worldwide even small union also. Development of Food Processing Industry: The food processing industry sector in India is one of the largest in terms of production, consumption, export and growth prospects. The government of accorded it is a high priority, with a number of fiscal relieves and incentives, to encourage commercialization and value addition to agriculture produce, for minimizing harvest wastage, generating employment and export growth. Food processing industry is providing backbone support to the milk industry. The development food products by using milk can give good market opportunities to produces milk. Products and Industry Status: Among the products manufactured by organized sector are Ghee, Butter, Cheese, Ice-Creams, Milk powders, Melted milk food, Infant food, condensed milk etc.. some
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milk products like Casein and Lactose are also being manufactured lately. Therefore, there is good scope for manufacturing these products locally. Liberalization of the economy has led to a flood of new entrants, including MNCs due to good prospects and abundant supply.

Investment Potential in Milk Products: At the present rate of growth, India is expected to overtake the US in milk production by the year 2010, when demand is expected to be over 125.69 ml.tn. Being largely imported, manufacture of casein and lactose has good scope in the country. Exports of milk products have been decentralized and export in 2005-2010 is estimated at 71.875 cr. Production of Milk in India: The facts and figures here shown are calculated on the basis of percentage increases pear year. Year 1993-94 1994-95 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 Production in million MT 61.2 63.5 65.0 68.0 71.0 74.5 78.0 81.51 85.17 89.0 93.0 97.65 102.45
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2006-07 107.58

Company profile Company Profile of Amul:

AMUL means "priceless" in Sanskrit. The brand name "Amul," from the Sanskrit "Amoolya," was suggested by a quality control expert in Anand. Variants, all meaning "priceless", are found in several Indian languages. Amul products have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India. (Turnover: Rs. 52.55 billion in 2007-08). Today Amul is a symbol of many things. Of high-quality products sold at reasonable prices. 50 years after it was first launched, Amul's sale figures have jumped from 1000 tonnes a year in 1966 to over 25,000 tonnes a year in 1997. No other brand comes even close to it. All because a thumb-sized girl climbed on to the hoardings and put a magical spell on the masses.

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AMUL stands for, A = Anand M= Milk U = Union L= Limited.

Milestone of Amul: Name From Location Karia district co-operative milk producers ltd, widely known as Amul Co-operative sector registered under the co-operative society act Amul dairy, nr, railway station, Amul dairy road, Anand Gujarat ,

India Registration 14th December, 1946 Registered Kaira district co-operative milk producers ltd, Anand -388 001. Size Plant Gujarat Production of different products on large scale, collecting 9 to 15 lakh liters milk everyday & producing milk products. There are 4 plants
1) Amul Plant

2) Kanjari Plant

Banker

3) Mogar Plant 4) Khatraj Plant 1. The Kaire District Center Co-Operative Bank Ltd.
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2. UTI bank 3. SBI

4. Bank of Baroda 5. Corporation bank 6. Bank of Maharashtra

Working Founders

10:45 am to 5:45 pm 1. Shri Tribhuvandas K. Patel

2. Shri Sadar Vallabhbhi Patel 3. Shri Morarji Desai 4. Shri Verghese Kurien 5. Shri Harichand M. Dalaya

Amul (Anand milk union ltd.) is abased on four hands, which are coordinated with each other. The actual meaning of this symbol is co-ordination of four hands of different people by whom this union is at the top position in Asia. o First hand is of farmers, without whom the organization would not have existed. o Second hand is of processors, who process the row material (milk) into finished goods.
o Third hand is of marketer, without whom the product would have not

reached the customers

o Fourth hand is of customers, without whom the products would have not

carried on.

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Brief History of Amul:

INTRODUCTION AND HISTORY
In the year 1946 the first milk union was established. This union was started with 250 liters of milk per day. In the year 1955 AMUL was established. In the year 1946 the union was known as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION. This union selected the brand name AMUL in 1955.

The brand name Amul means AMULYA. This word derived form the Sanskrit word AMULYA which means PRICELESS. A quality control expert in Anand had suggested the brand name AMUL. Amul products have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India. (The total sale is Rs. 6 billion in 2005). Today Amul is a symbol of many things like of the high-quality products sold at reasonable prices, of the genesis of a vast co-operative network, of the triumph of indigenous technology, of the marketing savvy of a farmers' organization. And have a proven model for dairy development (Generally known as ANAND PATTERN).
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In the early 40s, the main sources of earning for the farmers of Kaira district were farming and selling of milk. That time there was high demand for milk in Bombay. The main supplier of the milk was Polson dairy limited, which was a privately owned company and held monopoly over the supply of milk at Bombay from the Kaira district. This system leads to exploitation of poor and illiterates farmers by the private traders. The traders used to beside the prices of milk and the farmers were forced to accept it without uttering a single word. However, when the exploitation became intolerable, the farmers were frustrated. They collectively appealed to Sardar Vallabhbhai Patel, who was a leading activist in the freedom movement. Sardar Patel advised the farmers to sell the milk on their own by establishing a co-operative union, Instead of supplying milk to private traders. Sardar Patel sent the farmers to Shri Morarji Desai in order to gain his co-operation and help. Shri Desai held a meeting at Samarkha village near Anand, on 4th January 1946. He advised the farmers to form a society for collection of the milk.

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These village societies would collect the milk themselves and would decide the prices at which they can sell the milk. The district union was also form to collect the milk from such village co-operative societies and to sell them. It was also resolved that the Government should be asked to buy milk from the union.

However, the govt. did not seem to help farmers by any means. It gave the negative response by turning down the demand for the milk. To respond to this action of govt., the farmers of Kaira district went on a milk strike. For 15 whole days not a single drop of milk was sold to the traders. As a result the Bombay milk scheme was severely affected. The milk commissioner of Bombay then visited Anand to assess the situation. Having seemed the condition, he decided to fulfill the farmers demand.

Thus their cooperative unions were forced at the village and district level to collect and sell milk on a cooperative basis, without the intervention of Government. Mr. Verghese Kurien showed main interest in establishing union who was supported by Shri Tribhuvandas Patel who lead the farmers in forming the Co-operative unions at the village level. The Kaira district milk producers union was thus established in ANAND and was registered formally on 14th December 1946. Since farmers sold all the milk in Anand through a co-operative union, it was commonly resolved to sell the milk under the brand name AMUL.

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At the initial stage only 250 liters of milk was collected everyday. But with the growing awareness of the benefits of the cooperativeness, the collection of milk increased. Today Amul collect 11 lakhs liters of milk everyday. Since milk was a perishable commodity it becomes difficult to preserve milk flora longer period. Besides when the milk was to be collected from the far places, there was a fear of spoiling of milk. To overcome this problem the union thought out to develop the chilling unit at various junctions, which would collect the milk and could chill it, so as to preserve it for a longer period. Thus, today Amul has more than 150 chilling centers in various villages. Milk is collected from almost 1073 societies.

With the financial help from UNICEF, assistance from the govt. of New Zealand under the Colombo plan, of Rs. 50 millions for factory to manufacture milk powder and butter was planned. Dr.Rajendra Prasad, the president of India laid the foundation on November 15, 1954. Shri Pandit Jawaharlal Nehru, the prime minister of India declared it open at Amul dairy on November 20, 1955.

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PEOPLE POWER: AMUL'S SECRET OF SUCCESS The system succeeded mainly because it provides an assured market at remunerative prices for producers' milk besides acting as a channel to market the production enhancement package. What's more, it does not disturb the agro-system of the farmers. It also enables the consumer an access to high quality milk and milk products. Contrary 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 socio-economic upliftment and common good.

Looking back on the path traversed by Amul, the following features make it a pattern and model for emulation elsewhere. Amul has been able to:
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Produce an appropriate blend of the policy makers farmers board of management and the professionals: each group appreciating its rotes and limitations, Bring at the command of the rural milk producers the best of the technology and harness its fruit for betterment. Provide a support system to the milk producers without disturbing their agroeconomic systems, Plough 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

Even 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 intervention for rural change.

The Union looks after policy formulation, processing and marketing of milk, provision of technical inputs to enhance milk yield of animals, the artificial insemination service, veterinary care, better feeds and the like - all through the village societies. Basically the union and cooperation of people brought Amul into fame i.e. AMUL (ANAND MILK UNION LIMITED), a name which suggest THE TASTE OF INDIA.

Gujarat

Cooperative

Milk

Marketing

Federation

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

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No. of Producer Members: No. of Village Societies: Total Milk handling capacity: Milk collection (Total - 2007-08): Milk collection (Daily Average 200708): Milk Drying Capacity: Cattlefeed manufacturing Capacity: 2.7 million 13,141 10.21 million liters per day 2.69 billion liters 7.4 million liters 626 Mts. per day 3090 Mts per day

Sales turn over from 1994 to 2008:

Sales Turnover 1994-95 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 Rs (million) 11140 13790 15540 18840 22192 22185 22588 23365 27457 28941 29225 37736 42778 52554

Ownership Pattern of Amul:

Amul is a co-operative sector & it is having 22 total numbers in societies. In addition to this there is total 1800 manpower in organization. Gujarat co-operative milk marketing federation ltd. widely known as GCMMF faces through competition in the Indian market by different companies. So that by advertising and promoting its product GCMMF has become one of the leading dairies in India. In western of India, GCMMF shares most of the market while in other parts of

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India it is next so. But slowly and surely GCMMF is growing in sharing the market with other competitors industries. Now there is machinery around Rs. 1500 lakh which is to be in expansion with higher advanced machinery to Rs. 1600 lakhs. Accumulated members share capital in union is Rs. 553,935,000 this share capital is deposited in Amul bank account in the name respective member dairy co-operative societies.

Information about Competitors:

The Indian market is dominated by a large number of small local manufacture and regional players. There are an estimated 150 manufactures in the organized segment which account for 3040% of sales and about 1000 units in the unorganized segment of the market. They have also competitor in the market. They felt very tuff competition in our country and outing countries.

According to Product Categories

For Liquid Milk: Gayatri Milk Super Milk Payal Milk Sardar Milk
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For Ice-Cream Product Gokul Ice-Cream Dairy Den Ice-Cream Quality Walls Ice-Cream Havmor Ice-Cream

The Taste of India

Samrrudhi Milk Sagar Milk For Ghee Product Gopi Ghee Gayatri Ghee Krishna Ghee Abad Ghee Nestle Max Vadilal Ice-Cream For Chocolate Cadbury Max Dairy Milk Five Star

Achievements \ awards:

Amul a co-operative society and its co-operation has led many different awards in its favor.
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Magsaysay award for community leadership presented in manila, Philippines to Shri Tribhuvandas Patel, Shri D N Khurody and Shri V. Kurien 1964: Padmabhusan award given to Shri T.K. Patel 1965: Padmshri awarded was given to V. Kurien, general manager, by the president of India 1987: Best Productivity awarded by national productivity council for the year 1985-86 awarded to Amul dairy. 1988: Best Productivity awarded for the second successive year 1986-87 by the president of India, Mr. R. Venkatrao to kaira union. 1993: ICA Memenoto towards genuine and self sustaining co-operative worldwide ICA regional office for Asia and pacific, New Delhi, 1996. 1999: G.B.Birla award. Moreover the Amul union has achieved the prestigious ISO 9001-2000 and HACCP Certificate and effects are got to obtain ISO 14000.

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The Taste of India List of Products Marketed:

Bread Spreads Amul Butter
Utterly Butterly Delicious

Amul Lite

Low fat, low Cholesterol Bread Spread

Delicious Table Margarine

The Delicious way to eat healthy

Milk Drinks Amul Kool Millk Shaake Amul Kool

Amul Kool Cafe

Kool Koko
A delight to Chocolate Lovers. Delicious Chocolate taste

Nutramul Energy Drink

A drink for Kids - provides energy to suit the needs of growing Kids

Amul Kool Chocolate Milk

Amul Kool Flavoured Bottled Milk

Amul Kool Flavoured Tetra Pack

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Amul Masti Spiced Buttermilk

Amul Kool Thandai

Amul introduces the Best Thirst Quenching Drink

Powder Milk Amul Spray Infant Milk Food

Still, Mother's Milk is Best 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

The Richest, Purest Dairy Whitener

Fresh Milk Amul Fresh Milk

This is the most hygienic milk available in the market. Pasteurised in state-of-the-art processing plants and pouchpacked for convenience.

Amul Gold Milk

Amul Taaza Double Toned Milk

Amul Lite Slim and Trim Milk

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Amul Fresh Cream

Amul Shakti Toned Milk

Amul Calci+

Cheese Amul Pasteurised Processed Cheese Amul Cheese Spreads

Tasty Cheese Spreads in 3 great flavours..

100% Vegetarian Cheese made from microbial rennet

Amul Emmental Cheese

The Great Swiss Cheese from Amul, has a sweet-dry flavour and hazelnut aroma

Amul Pizza Mozzarella Cheese

Pizza cheese...makes great tasting pizzas!

Gouda Cheese

For Cooking Amul / Sagar Pure Ghee

Made from fresh cream. Has typical rich aroma and granular texture. An ethnic product made by dairies with decades of experience.

Cooking Butter

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Amul Malai Paneer
Ready to cook paneer to make your favourite recipes!

Utterly Delicious Pizza

Mithai Mate

Sweetened Condensed Milk - Free flowing and smooth texture. White to creamy color with a pleasant taste.

Masti Dahi

Desserts Amul Ice Creams

Premium Ice Cream made in various varieties and flavours with dry fruits and nuts.

Amul Shrikhand
A delicious treat, anytime.

Amul Mithaee Gulab Jamuns

Pure Khoya Gulab Jamums...best served piping hot.

Amul Chocolates

The perfect gift for someone you love.

Amul Lassee

Amul Basundi

Health Drink Nutramul

Malted Milk Food made from malt extract has the highest protein content among all the brown beverage powders sold in India.

Amul Shakti Health Food Drink

Available in Kesar-Almond and Chocolate flavours.

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Chapter -2

Theoretical Background of This Study

A.STATEMENT OF THE PROBLEM Many companies are aiming for high satisfaction because customers who are just satisfied still it find it easy to switch when better offer comes along. Those who are highly satisfied are much less ready to switch. High satisfaction creates an emotional bind with the brand not just a rational preference. The result is highly customer loyalty. Hence an attempt has been made to identify the customer attitude and satisfaction on Amul Milk Products B. OBJECTIVES OF THE STUDY This project is based on consumer satisfaction towards Amul Milk and Milk products in Anand. Objectives of study are;
1. To know the customer behavior and to identify the level of customer

satisfaction towards Amul 2. To offer pragmatic suggestion for growth and development of Amul products.
3. To know the various marketing mix that influence the customer

behavior.
A. SCOPE OF THE STUDY

Customer satisfaction is an important element in the marketing activity. This customer satisfaction decides the fate of the product and organization. There is various factors influence to the customer satisfaction. These factors

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are postpurchase behavior, Reputation, Product availability, Branding, and convenient etc.
B. METHODOLOGY

The study is mainly concerned with behaviors of the customers satisfaction towards AMUL products and Milk products. Hence various data and methodology is considered in my report preparation. The main data sources are: PRIMARY DATA The primary data refers to original information gathered for a specific purpose and provides up to date, accurate and relevant information and it is gathered in an investigation according to the needs of the problem. TOOLS USED TO COLLECT THE PRIMARY DATA: The primary data is collected on the basis of survey method with the help of questionnaires, and interviews, personal observation, direct consultation with consumers and dealers. Both open and closed end questions are used in the questionnaire. METHODS: The survey method is used to collect the primary data with the help of questionnaire based on explorative and conclusive research. SAMPLING UNIT: It refers to the individuals who are to be surveyed in the study and it is the customer who is consuming or using or who has bought AMUL milk are surveyed.

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SAMPLE SIZE: It refers to the number of people surveyed for this topic, in the study 150 people were surveyed and responses drawn. SECONDARY DATA: The secondary data can be defined as data collected by son\me one else for purposes other than solving problem being investigation and previously meant for another purpose. A secondary data is collected from the books, periodical journals, magazines, papers, company records, internet and other publication.
C. LIMITATION OF THE STUDY: 1. Total coverage of the study is limited to the few customers for

collecting AMUL milk information.

2. Sample size of the study is restricted to 150 customers only.

3. Most of the respondents hesitate to give information but how ever an attempt is made to collect the data systematically. 4. Time is the one constraint of the survey.

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CHAPTER 3
THEORITICAL DISCUSSION
INTRODUCTION: The term market is derived from the Latin word Marcatus which means to trade or place of business. So in the literal sense and in the ordinary language, the term Market refers to a certain place, where buyers and sellers personally meet each other and make their purchase and sales. In short, it means a certain place where goods are bought and sold. However in commerce the term Market is used in the economic sense. In the economic sense the term Market does not refer to any particular place where buyers and sellers meet face to face and make their purchase and sales, but covers the whole of any region, where the buyers and sellers are in such free intercourse, that is contract or communication with one another that a single price prevails for a certain commodity at a certain point of time through the region. In short, it means the getting together of buyers and sellers in person or any by mail telephone, telegraph of through any other means of communication.

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Marketing: The meaning of the term marketing can be studied under two heads. They are, 1. Traditional or old view of marketing 2. Modern of customer oriented marketing

Definition: According to the American Marketing Association, Marketing is the performances of business activities that direct the flow of goods and services from producer to customer or user Marketing research is a systematic gathering, recording and analysis marketing problem to facilitate decision making. - Coundiff & Still. Marketing research is a systematic problem analysis, model building and fact finding for the purpose of important decision making and control in the marketing of goods and services.
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- Phillip Kotler.

Five Stages of Customer Bonding This bond results from effective one-on-one communication, mutuallybeneficial interaction, the company's genuine interest and involvement in the customer's life and lifestyle, a combination of customer allegiance and company advocacy, and a shared sense of purpose. Customer loyalty develops from personal relationships and trust between the company and the customer over time. This includes keeping customers involved throughout the product lifecycle as well as developing products and/or services to meet changing customer needs and desires. AWARENESS The art of earning customer "share-of-mind" involves creating an impression of personal identification with the company's products and/or services.

This first stage, awareness, represents the weakest aspect of a relationship because it is non-interactive and depends entirely on the customer's perception

IDENTITY
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The identification stage occurs when a potential customer asks the question, "What's in it for me?" A customer identifies a product of service as meeting one or more important personal needs, such as self-fulfillment, status, or belonging.
A customer may perceive the company as having values and preferences similar to his own and begin to form a relationship with the company.

RELATIONSHIP At this stage, the customer receives the benefit of products and/or services tailored specifically to his individual needs (at least as nearly as the company can provide). Once a customer interacts with the company, repeated experiences of individual customer satisfaction take on significant importance. Customers expect that products will work and that they will receive good service. Customer delight results largely from how a product is sold and is serviced as well as how the company responds to inquiries and solves problems. COMMUNITY Customer bonding requires high levels of effective interaction. When the company integrates its products and services into the life and lifestyle of its customers, communal bonding occurs. The community relationship stage achieves an integration of values, preferences and priorities between customer and company where each derives mutual benefit. Companies that achieve this type of loyalty consistently delight their customers.
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ADVOCACY At this advanced level of customer bonding, the company services as an advocate for the customer, and the customer shows an allegiance to the company; word-of-mouth advertising flourishes. Because the company now can encourage buyer-get-a-buyer programs through appropriate incentives, it must be prepared to follow through professionally to make new recruits feel as valued as the advocates who recommended them.

Market Segmentation:
The process of talking the total heterogeneous market for a product & dividing it in to several sub markets each which tend to be homogeneous in all significances. There are few bases for segmentation markets, Customer characteristics Consumer responses The major segmentation variables for consumers markets are, o Geographic segmentation (nation, state, country, city) o Demographic segmentation (age, family, religion, generation, nationality, social class)
o Psychographic (life style, personality & status class) o Behavioral (occupation, benefits, users, loyalty, )

These variables can be used singly or in combination, business marketer use all these variable as along with operating variables, purchasing approaches, substantial, accessible, differentiable, & actionable.
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Customer Behavior: The term consumer behavior refers to the behavior that consumer displays in reach for purchasing using, evaluating & disposing of products & services that they except will satisfy their needs. Consumer Research: Consumer research is the methodology used to study consumer behavior research offer set diverse to identify consumer needs it is used to identify both felt & unfelt needs, to learn how consumers. Perceive product & brand & stores. What their attitudes are before and after promotional campaigns & how & why they make their consumption decision. Consumer Satisfaction: All business firms have realized that marketing is a core element of management philosophy & the key to its success lies in focusing more & more on the customers. That is, it will be the customer who will decide where the firm is heading. Thus the challenge before the marketer is to ensure that they should satisfy every customer. Satisfaction is an important element in the evaluating stage. Satisfaction refers to the buyers state of being adequately rewarded in a buying situation for the sacrifices he has made one the customer purchase & use the product they may then become either satisfy or dissatisfied. The result of satisfaction to customer form the purchase of the product or services is that more favorable post-purchase attitude, higher purchase intention & brand loyalty to be exhibited that the same behavior is likely to be exhibited in a similar purchasing situation. The term consumer is a typically used to refer to someone who regularly purchase from a particular store or company. Customers are people who are happy with the product & services & are willing to come back & pay for it again.
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Today the firms aim to give satisfaction to the customer through marketing concepts. The firm try to help the buyers in the solving the problem then competitors. The marketers must see that consumers with purchasing power constitute a potentials buyers are identified. It is essential for the marketer to carry out the business in such a way that they give satisfaction to consumers needed. When a firm markets a product or service it should aim to enjoy consumers satisfaction & profit maximization.

Concept & Need for Studying Consumer Behavior: Consumer behavior can be said to be the study of how individual make decision on how to spend their available resources (time, money, effort) on various consumption related items. This simple definition of consumer behavior tells the markets to resolve every activity around the ultimate consumers & gauge their behavior by specially focusing on: o Who buys products or services? o How do they buy products or services? o Where do they buy them? o How often they buy them? o Why do they buy them? These questions will help in understanding better what factors influences the decision making process of the customers. The decision making process identifies the number of people who are involve in this process & describes a role to them like users, decides, influences & buyers.
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It is believed that consumers or customers make purchase decision on the basis of receipt of a small number of selectivity chosen pieces of information. Thus it will be very important to understand what & how mush them to evaluate the goods & services offerings. Customer Expectation: Customer expectation through look realistic is very often build upon on a very high platform. Then the quality of the product or services may not match the expectation. This again will affect the consumer satisfaction level. So as to reduce the level of dissatisfaction among the customers, the marketing decision maker could adopt approaches wherein he can classify market in relation to the degree of opportunity to deliver customer satisfaction. He could establish itself common factors & them evaluate each market opportunity against these. The most probable factors which influence consumers behaviors are: o Market size o Rate of growth of the market o Stability or demand o The due importance attached to price by the consumers before making a purchase decision o Consumer emphasis & the due importance given to the quality aspect o The consumers desire for product innovation o The level of competition (inclusive of both existing & potential competitors) o The firms competitive strengths in terms of price & product

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o Expectations at the general level like are quality, durability, reliability, style, etc. Feedback: Many of the companies are entrusting their customers to give a feedback & use this as a means of maintaining regular contact & dialogue, having realized the importance of obtaining a feedback the consumers. Rather than avoiding comment, companies are encouraging their customers to talk, as mention above, feedback helps them, market firm to get on idea of the customers view point on their product or services & more important is that this information will help them to take action & deal with any problem immediately.

Brands: Brands were originally developed as labels of own ship: Name Term Design and Symbol. However, they today it is what they for people that matters much more, powerful brands can drive success in competitive and financial markets, and indeed become the organizations most valuable assets.

Brand Loyalty: It has been proclaimed by some to be the ultimate goal of marketing. In marketing, brand loyalty consist of a consumers commitment to repurchase the
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The Taste of India

brand and can be demonstrated by repeated buying of a product or service or other positive behaviors such as word of mouth advocacy. True brand loyalty implies that the consumer is willing, st least on occasion, to put aside their own desires in the interest of the brand.

Customer Focus: Many companies today have a customer focus (or customer orientation). This implies that the company focuses its activities and products on consumer demands. Generally there are three ways of doing this: the customer driven approach, the sense of identifying market changes and the product innovation approach. In the consumer driven approach, consumer wants are the drivers of all strategic marketing decision. No strategy is pursued until it passes the test of consumer research. Every aspect of a market offering, including the nature of the product itself, is driven by the needs of potential customers. The starting point is always consumer. The rationale for this approach is that there is no point spending R&D funds developing products that people will not buy. History attested to many products that were commercial failure in spite of being technological breakthroughs.

Customer Loyalty:

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It takes a lot less money to increase your retention of current than to find new ones but I know I dont give it as much effort as I should because it does take a lot of energy and effort

Chapter-4

Analysis and Interpretation of the Data:

The collected data were not easily understandable, so I like to analyze the collected data in a systematic manner and interpreted with simple method. The analysis and interpretation of the data involves the analyzing of the collected data and interpretation it with pictorial representation such as bar charts, pie charts and others.

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RESEARCH DESIGN
Advertising is a paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.

1.

RESEARCH PROBLEM:

Increase the awareness level of AMUL MILK. Seek the general perception of consumer towards AMUL MILK. To find the performance of AMUL MILK vis--vis other Brands. To know the consumer psyche and their behavior towards AMUL

MILK

RESEARCH OBJECTIVES & RELATED SUB OBJECTIVES To know the relationship of sales with the advertisement.
To know awareness of people towards Amul Milk. To know in which segment Milk are mostly preferred.

To know which advertisement tool is mostly preferred by people.

To know the preference of Amul Milk with comparison to

Other competitive brands.

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The Taste of India

To know the factors which affects consumers buying behavior

to purchase milk.

3. Choice of research design alternatives & choice Despite the difficulty of establishing an entirely satisfactory classification system, it is helpful to classify marketing research on the basis of the fundamental objectives of the research. Consideration of the different types, their applicability, their strengths, and their weakness will help the student to select the type best suited to a specific problem. The two general types of research are: EXPLORATORY RESEARCH Exploratory research seeks to discover new relationship, emphasis on discovery of ideas. Marketing researches devote a significant portion of their work on exploratory studies when very little is known about the problem being examined.

CONCLUSIVE RESEARCH Conclusive studies attempts to determine the frequency with which something occurs or the relationship between two phenomenons. Usually conclusive studies assume certain under underlying characteristics of the market or have some precise statement of research questions/hypothesis.

4. SEARCH INSTRUMENT USED - DETAILS & WHY?

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If one wants to know what type of dentifrice people use, what they think of, television commercials, or why they buy particular brands of cars, the natural procedure is to ask them. Thus, the questionnaire method has come to be the more widely used of the two data collection method. Many consumers are now familiar with the telephone caller who greets them with We are making a survey, and then proceeds to ask a series of questions. Some interviews are conducted in person, others by telephone, and others by mail. Each of these has its special advantages and disadvantages and limitations. The questionnaire method in general, however, has a number of pervasive advantages and disadvantages. Discussion of particular variations will be more meaningful if these characteristics of the general methods are brought out first. A questionnaire consists of list of questions to be asked from the respondents and the space provided to record the answer / responses. Questionnaire can be used for the personal interviews, focus groups, mails and telephonic interviews. The choice among these alternatives is largely determined by the type of information to be obtained and by the type of respondents from whom it is to be obtained. The common factor in all varieties of the questionnaire method is this reliance on verbal responses to question, written or oral. Questionnaire in the project consists of: Multiple choice questions Dicthomus

MULTIPLE CHOICE QUESTIONS: Questions of this type offer the respondents an alternative to choose the right answer among others. It is faster, time saving and less biased. It also simplifies the tabulating process. OPEN END QUESTIONS:

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In this type respondents are free to answer in their own words and express the ideas they think are relevant, such questions are good as first questions or opening questions. They introduce the subject and obtain general reaction. DICTHOMUS: These are the questions which are Boolean in nature. These answers are straightforward and respondents have to answer them in a straight way. That means the answer can only be either Yes or No. 5. SAMPLING TECHNIQUE USED & SAMPLE SIZE - WHY? Sample design is a definite plan of obtaining some items from the whole population. The sample design used in this project is two state sampling i.e. Cluster and convenience. In the probability sampling methods, each items in the sample is chosen one at a time from a complete list of universe elements. In marketing research practice, it will sometimes be more expedient to select clusters or groups of universe elements, rather than to choose sample items individually. Sampling methods in which universe elements are chosen in groups ---- rather than individually -- are called cluster-sampling methods. They are widely used in the sampling of human populations. When no complete universe listing exists, a type of sampling is called area sampling may be the only practically feasible form of probability sampling.

NONDISGUISED, STRUCTURED TECHNIQUES The non structured techniques for attitude measurement are primarily of value in exploratory studies, where the researcher is looking for the salient attributes of given products and the important factors surrounding purchase decisions as seen by the consumer. Structured techniques can provide a more objective
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measurement system, one which is more comparable to a scale or a yardstick. The term scaling has been applied to the efforts to measure attitudes objectively, and a number of useful scales have been developed. SAMPLING METHODS Sample design is a definite plan of obtaining some items from the whole population. The sample design used in this project is two state sampling i.e. cluster sampling and convenience sampling. CLUSTER SAMPLING Here the whole area is divided into some geographical area and a definite number of consumers were to be surveyed. CONVINIENCE SAMPLING This type of sampling is chosen purely on the basis of convenience and according to convenience. I visited Garden, Parks, Temple, Superstores, Theatres and Gymnasium.

SAMPLING 1. Sampling Technique : Non probability sampling (A non probability sampling technique is That in which each element in the Population does not have an equal
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Chance of getting selected)

2. Sample Unit

: People who buy chocolates available In retail outlets, superstores, etc

3. Sample size

: 150 respondents (Age ranging Between 15 yrs to 65 yrs)

4. Method

: Direct interview through questionnaire.

5. Data analysis method

: Graphical method.

6. Area of survey

: North region of Delhi

FIELD WORK- METHOD USED FOR DATA COLLECTION

Questionnaire was prepared keeping the objective of research in mind.

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The help of questionnaires conducted direct interviews, in order to get accurate information. In order to get correct information I had to approach consumers ranging from 15 yrs to 65 yrs.

It is really a Herculean task to understand Consumer Behavior, 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 visited to Garden, Parks, Temple, Superstores, Theatres and house, each and every question was filled personally by the respondents and checked properly.

People were not willing to answer, when they were contacted between 1.00 pm to 5.00 pm, the time when most of the people take rest during the scorching heat.

PRIMARY TABULATION & INTERPRETATION

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The Taste of India A nalysis and I nterpretation of the D ata:

1.Gender:
Classification of Customers Based On Sex Sex Male Female total No. of respondents Percentage % 35 115 150
Sources: Primary Data

35 115 150

Interpretation:

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35% of the respondents are male and 115% of the respondents are female. From the above table we can conclude that, the majority of the respondents were belongs to female group.

CLASSIFICATION OF CUSTOMERS BASED ON SEX

No of Respondents 120 100 80 60 40 20 0 Male Female 35 Male Female 115

OCCUPATION:

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The following occupants of the respondents are classifies for the data collection.

Analysis of Occupation of the Respondents Occupation Business Employee House wife Others Total No. of. respondents 20 10 115 05 150 Sources: Primary Data Percentage % 20 10 115 05 150

Interpretation:

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20% of the respondents are belongs to business, 10% of the respondents are employees, and 115% of the respondents are house wives, 05% of the respondents are others group.

ANALYSIS OF OCCUPATION OF THE RESPONDENTS

120 100 80 60 40 20 0

115

No.of respondents

20

10
House wife

Business

5
Others

Employee House wife Others

Business Employee

OCCUPATION

ANALYSIS OF TYPE OF MILK:

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The Taste of India Classification of type of milk use by customers Milk Branded Non branded total No. of respondents Percentage % 120 30 150 120 30 150

Interpretation:

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120% of the respondents are purchasing branded milk and 30% of the respondents are buying none branded milk. From the above table we can conclude that, the majority of the respondents were using branded milk.

CLASSIFICATION OF TYPE OF MILK USE BY CUSTOMERS

No of Respondents 120 100 80 60 40 20 0 Branded Non branded 30 Branded Non branded 120

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PREFERRED BRANDS:
There are various brands which provide branded milk. These are MOTHERSDAIRY, AMUL, PARAS, NESTLE etc and constitute a major share in the market.

Analysis of preferred brands Different brand AMUL MOTHERS DAIRY PARAS OTHERS TOTAL No. of. respondents 55 70 20 05 150 Percentage % 55 70 20 05 150

Interpretation:
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The most Preferred brand presently is MOTHERS DAIRY (70% of respondents were using MOTHERS DAIRY MILK), followed by AMUL (55%).

ANALYSIS OF PREFERRED BRAND

70 60 50 40 30 20 10 0

70 55

No.of respondents

20 5
AMUL MOTHERS DAIRY PARAS Others

AMUL MOTHERS DAIRY PARAS Others

P urchasing F actor:
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Identification of various factors plays a vital role in consumer behavior study. The various factors such as quality, price easy available etc. is influencing lot and influences positively. The following data reveals how various factors are influencing to buying of Amul Milk and Milk products.

Analysis of Factors to Buy AMUL Milk and Milk Products Factors Quality Service Price Easy availability Others Total No. of Respondents 68 38 25 19 Nil 150 Percentage % 68 38 25 19 Nil 150

Interpretation:

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68% of respondents buying AMUL Milk & Milk products for its Good Quality, 38% of respondents use for its Service ,25% of its Price consideration, 19% of its easy availability of respondents buying AMUL Milk & Milk product

Analysis of factors to buy AMUL MILK

70 60 50
No.of respondents

68

40 30 20 10 0

38 25 19 0
Quality Price others

Quality Service Price availability others

Factors

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Q uality:
Company has two responsibility in a quality centered. First, they must participate in formulating strategies and policies designed to help the company win through total quality excellence. Second they must deliver marketing quality alongside production quality. This helps to company to attract more number of customers to their products. Hence I try to collect information related to quality of AMUL Milk.

Opinion of the Respondents Regarding Quality Opinions Texture Freshness Flavour Others Total No. of Respondents 30 78 22 20 150 Percentage ( % ) 30 78 22 20 150

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Interpretation: As per the data, 30% of the respondents buy the milk due to Texture, 78% of the respondents for Freshness, 20% of respondents for Flavour and 20% of respondent for others factor like Price, whiteness etc. Quality takes vital role in every organization. From the above table we can conclude that majority of the respondents expressed that AMUL Milk have Freshness.

opinion of the respondent regarding Quality

80 70 60 50 40 30 20 10 0

78

No.of respondents

30

22

20

Texture

Freshness

flavour

Others

Texture Freshness flavour Others

opinion

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P urchasing P lace:
Purchase place is also important to know where users choose their purchase point. This helps to marketer to design various promotion and distribution programmes. The data is collected to know the various purchase place and availability.

Analysis of Availability of Products from Dealers Easily Available Yes No Total No. of Respondents 145 05 150 Percentage (%) 145 05 150

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Interpretation: 145 of the respondents said that they are getting AMUL Milk. Only 05 of the respondents disagree with the easy available of AMUL Milk & Milk products. From the above table we can conclude that majority of the respondents getting the AMUL Milk easily from the dealers or retailers.

Analysis of availability of milk product from the Dealers

150 No of Respondents 100 50 5 0 Yes opinions No Yes No 145

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R espondents C onsumption Q uality:

Consumption quality is varying with various respondents. Some of customer they spend less on the purchase of milk and some them spend more on the purchase of milk depends upon requirement and number of people in their houses. The data is collected to know the various spending on consumption patterns.

Analysis of Spending on Consumption of Milk per Month spending 1000-2000 2000-4000 4000-6000 More than 6000 Others No. of Respondents 30 70 35 15 150 Percentage (%) 30 70 35 15 150

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Interpretation: 70% of the respondents are spending around 2000-4000 on the purchase of milk on monthly basis. 35% of the respondents are spending nearly 40006000 on the purchase of milk per month. 30% of the respondents are spending approx. 1000-2000 for the purchase of milk and 15% of the respondents are spending more than 6000. From the above table we can conclude that majority of the respondents were spending on the purchase of milk.

Analysis of spending on the consumption of milk per month

70 60 50
No.of respondents

70

40 30 20 10 0
10002000 20004000

30

35 15

1000-2000 2000-4000 4000-6000 More than 6000

40006000

More than 6000

Spending

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ADDITIONAL FEATURE THAT CUSTOMERS WANT: There are various feature that most of the respondent look forward like availability of milk booth, Reduction in prices and availability of AMUL milk in special sealed packet so that they consume it for more days as it is a perishable product.

Demand for Additional feature in AMUL milk Demand Availability of milk booth Reduction in prices Availability of spl. packet Total
No. of Respondent Percentage (%)

95 20 35 150

95 20 35 150

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Interpretation: 95% of the respondents were demanding availability of AMUL Milk booth. 20% of the respondents were demanding reduction in the prices of milk with improved quality and 35% of the respondents were demanding availability of milk in special sealed packet (tetra packaging). From the above table we can conclude that majority of the respondents were demanding availability of AMUL MILK BOOTH.

Demand for additional feature

100 80 60 No. of Respondent 40 20 0 Availability of milk booth 95 35 Availability of spl sealed packet

20 Reduction in prices feature

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C ommon C omplaints:
A customer centered organization makes it ways for its customer to deliver suggestion and complaints. Many firms provide form for collecting feedback on products and some time customer complaints and suggestion about products. In this survey, common problems raised by the customer or not.

Analysis of problems in Amul Milk Products Opinions Yes No Total No. of Respondents 10 140 150 Sources: Primary Data Percentage (%) 10 140 150

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Interpretation: Only 10% of the respondents said that that there is no problem is AMUL Milk & Milk products. 140% of the respondents are said that no problems in AMUL Milk & Milk products. From the above table we can conclude that majority that the respondents are not having any problems in AMUL Milk & Milk products.

Analysis of Problems in Amul Milk Products 140 120 100 80 60 40 20 0 140

No.of Respondents

10 Yes Opinions No

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V alue for the M oney:

Consumers always think while paying price to the products such as how much we are paying towards products and how much we are getting. This data is gathered to know what value they are receiving from the AMUL Milk & Milk products.

Analysis of Value for Money Paid by the Respondents Response Yes No Total No. of Respondents 146 04 150 Percentage (%) 146 04 150

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Interpretation: 146% of the respondents feel that they get the value for money they paid. Only 04% of the respondents feel that they are not getting the value for money what they paid. From the above table we can conclude that majority of the respondents are agreed that they are getting the value for money they paid.

Analysis of Value For Money Paid By The Consumers

160 140 120 100 80 60 40 20 0 146

No. of Respondents

4 Yes Response No

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FINDINGS, SUGGESTIONS AND CONCLUSIONS:

FINDINGS:
1. It is findings in the survey that females are the main decision maker for

the milk and milk products. As per the data, 115% of female and 35% of male makes purchase decision.
2. Based on the occupation of the customer, it is found in the survey that

115% are the housewives and 35% are from various occupations such as a businessman, employee, etc for the Amul Milk.
3. Incomes between 2000-4000 are more attracted to Amul Milk. As per the

data, 70% of the respondents spending is under this group.

4. The main purchasing factors for the Amul Milk & Milk products are

Quality and service. The data reveals that 68% influences on Quality and 38% influenced for the service..
5. Overall opinion of the product performance data reveals that Amul

product satisfies 120% of the respondent and 30% respondents opinion is average.

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SUGGESTIONS: 1. Milk and milk product purchase decisions are more decided by women rather than male, because she act as a invigilator, execute her decision and influence the same to the purchase while ascertaining the quality, freshness and price. Hence, I suggest Amul co-operative society to concentrate more on the women and men suggestions for designing the marketing strategy, because womens role in the house is dominant, even in the various decisions. 2. Occupation of the user influences the purchase decisions. The particular occupation plays a vital role in deciding the product or services. Women segment are influencing more on milk and milk products. Therefore, an occupation is the factor influencing the product. 3. Income of the people decides the purchasing power. The high income prefers to purchase product with the quality, freshness, thickness, etc. and vice versa. So I suggest Amul to concentrate also on low income segment to capture market and position themselves in the minds of the customer with required quality and quality milk and milk products. 4. Quality and Brand Image plays a dominant role. Milk and milk products move in the market due to its quality and brand. Therefore it should maintain the same. 5. Since Amul is having loyal customer it should concentrate more on this factor through various potential programmes such as campaign, premium
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packs, offers etc., this helps to increase the loyalty towards the Amul products.

Conclusions:
From the survey conducted it is observed that Amul milk has a good market share. From the study conducted the following conclusions can be drawn. In order the dreams comes into reality and for turning liabilities into assets one must have to meet the needs of the customers. The factors considered by the customer before purchasing milk are freshness, taste, thickness and easy availability. Finally I conclude that, majority of the customers are satisfied with the Amul milk because of its good quality, reputation, easy availabilities. Some customers are not satisfied with the Amul Milk because of high price, lack of dealer services, spoilage and low shelf life, non availability of milk booth etc. therefore, if slight modification in the marketing programmed such as dealers and outlets, promotion programmers, product lines etc., definitely company can be as a monopoly and strong market leader. Amul has also to take care of its competitors into consideration and more importantly its customers before making any move.

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BIBLIOGRAPHY Marketing Management Philip Kotler, The Millennium Edition, Prentice Hall Of India Private Limited, New Delhi. Marketing Research: G.C Brek, Tata Mc Graws-Hill Publishing Company Limited, New Delhi Periodical: Business Word DFPI, Annual Report-1999-2000

Research Methodology:

C.R.Kothari, 2nd edition. S.N Murty and U Bhojanna

Website Address:

www.amul.com

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ANNEXURE
Customer Response Questionnaire
Ruby Khari, student of third year BBA of G.G.S.I.P.UNIVERSITY, KASHMERE GATE, DELHI, She is doing main project on Customer Satisfaction towards AMUL Milk as a part of study. I request you to provide the required information for the completion of my study. Promise that the information is used exclusively for academic purpose only.

QUESTIONNAIRE
DEMOGRAPHIC:
1. NAME: 2. AGE: 3. SEX: MALE [ ] FEMALE [ ]

4. OCCUPATION: a) Self employed c) House wife [ ] [ ] b) student d) Individual [ ] [ ]

Q1. WHICH KIND OF MILK DO YOU USE? a) Branded [ ] b) Non branded [ ]

Q2.IF YOU USE BRANDED MILK THEN WHICH OE OF THE FOLLOWING: a) Amul C) Paras [ ] [ ] b) Mothers Dairy d) Others [ ] [ ]

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Q3.FROM WHERE DO YOU PURCHASE MILK? a) Milk Booth [ ] b) Milk Vendor d) Other [ ] [ ]

c) General Store [ ]

Q4. WHO ALL CONSUME MILK IN YOUR FAMILY? a) Family [ ] c) Young [ ] b) Teenager d) Child [ ] [ ]

Q5. WHICH OF THE FOLLOWING AMUL MILK ARE YOU PURCHASING? a) Full cream milk [ ] b) Tonned milk d) other [ ] [ ]

c) Double Tonned milk [ ]

Q6. WHAT IS YOUR USAGE PATTERN? a) Drinking [ ] b) Tea/coffee d) other [ ] [ ]

d) Curd making [ ] Q7

WHICH BRAND DO YOU USE THE MOST?

Q8. TICK THE MOST IMPORTANT PURCHASE FACTOR FOR YOUR MILK? a) Packaging [ ] c) Freshness [ ] e) Price [ ] b) Flavour d) Texture [ ] [ ]

f) whiteness [ ]

Q9.WHAT IS THE MOST IMPORTANT FACTOR THAT MATTERS WHILE BUYING THE DAIRY PRODUCT? a) Quality [ ] c) Service [ ] 73 b) Price [ ]

d) Availability [ ]

The Taste of India

Q10. HOW MUCH YOU SPEND IN THE CONSUMPTION OF MILK ON MONTHLY BASIS: a) 1000-2000 C) 4000-6000 [ ] [ ] b) 2000-4000 [ ]

d) More than 6000 [ ]

Q11.WHAT ADDITIONAL FEATURE, DO YOU LOOK FORWARD IN AMUL MILK? a) Availability of milk booth b) Reduction in price of milk [ ] [ ]

c) Availability of milk in special sealed packet [ ] Q12. HOW DID YOU COME TO KNOW ABOUT THE DAIRY PRODUCTS LIKE AMUL, MOTHERS DAIRY, NESTLE ETC.? a) Family/Friends c) TV advertisement [ ] [ ] b) Press advertisement d) Reference Website [ ] [ ]

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