Chapter:-1 INTRODUCTION

History AMUL Secret of success

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.

Amul ("priceless" in Sanskrit 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).

Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an annual turnover of US $1050 million (200607). Currently Unions making up GCMMF have 2.8 million producer members with milk collection average of 10.16 million liters per day. Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese market in 1994 did not succeed, but now it has fresh plans entering the Japanese markets. Other potential markets being considered include Sri Lanka

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.

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.

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.

The Gujarat Cooperative Milk Marketing Federation Ltd, Anand (GCMMF) is the largest food products marketing organisation of India. It is the apex organization of the Dairy Cooperatives of Gujarat. This State has been a pioneer in organizing dairy cooperatives and our success has not only been emulated in India but serves as a model for rest of the World. Over the last five and a half decades, Dairy Cooperatives in Gujarat have created an economic network that links more than 2.8 million village milk producers with

millions of consumers in India and abroad through a cooperative system that includes 13,141 Village Dairy Cooperative Societies (VDCS) at the village level, affiliated to 13 District Cooperative Milk Producers Unions at the District level and GCMMF at the State level. These cooperatives collect on an average 7.5 million liters of milk per day from their producer members, more than 70% of whom are small, marginal farmers and landless labourers and include a sizeable population of tribal folk and people belonging to the scheduled castes. The turnover of GCMMF (AMUL) during 2008-09 was Rs. 67.11 billion. It markets the products, produced by the district milk unions in 30 dairy plants, under the renowned AMUL brand name. The combined processing capacity of these plants is 11.6 million liters per day, with four dairy plants having processing capacity in excess of 1 million Liters per day. The farmers of Gujarat own the largest state of the art dairy plant in Asia Mother Dairy, Gandhinagar, and Gujarat which can handle 2.5 million litres of milk per day and process 100 MTs of milk powder daily. During the last year, 3.1 billion litres of milk was collected by Member Unions of GCMMF. Huge capacities for milk drying, product manufacture and cattle feed manufacture have been installed. All its products are manufactured under the most hygienic conditions. All dairy plants of the unions are ISO 9001-2000, ISO 22000 and HACCP certified. GCMMF (AMUL)s Total Quality Management ensures the quality of products right from the starting point (milk producer) through the value chain until it reaches the consumer.

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:

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.

Chapter: 2 THEORETICAL BACKGROUND

Concept Model of the Buying Behavior Factor influencing Consumer Behavior Consumer Buying Behavior Process 9

CONSUMER BUYING BEHAVIOR THEORETICAL BACKGROUND

Consume Buying Behavior Concept:The aim of the marketing is to meet and satisfy the target consumers need & wants. The field of the consumer behavior studies how individuals, groups and organization select buy, use and dispose of the goods, services, ideas or experiences to satisfy their needs and desires. Understanding consumer behavior and knowing customer is not simple customer may say one thing and do another thing. They may not be in touch with their deeper motivations. Consumer behavior is very complex and dynamic too constantly changing and therefore managements need to adjust with the change otherwise market may be lost.

2.2 Consumer Behavior:Consumer behavior explain how the individuals consumer, groups of the consumer and organization select, buy, use and dispose of goods, and services to satisfy their needs and wants.

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2.3 Models of the Buying Behavior:Different models at buying behavior will help the organization to understand the buying behavior of consumers. There are No. of items. But that basic aim behind those consumption activities is to satisfy that needs & wants at the consumers. An understanding of needs and processes that influence the consumer behavior. If such need can help the marketer in his risk. There is No. of the different models for understanding these. We will undertake these main four models.

Economical model:Consumer have certain amount of purchasing power, and a sets of needs and taste, he will allocate his expenditure over different products at given prices rationally so as to maximize utility. Learning model:This model refers to the consumers formation and satisfaction of needs and tastes. They postulate that living organisms have both innate needed (primary drives like hunger, thrust, and sex) and learned needs (like fear, guilt). Psychoanalytical model:According to psychologist the consumers who are concerned with personality, human needs and motives aperates at conscious as well as sub-conscious level. Sociological model:Humans learn their behavior from their culture, subculture, social class reference groups & group leaders

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2.4 FACTORS INFLUENCING CONSUMER BEHAVIOR

Factor influencing the consumer behavior are internal needs, motives, perception and attitude as well as external- family, social group, cultural, economic, business influences, etc.

1.

Economics Factors. An economics factor of buying behavior is undisplinary it assumes that Consumers are economics. When are they following the principle of maximization of utility based on the low of diminishing Managerial utility? As economic when, consumer evaluations rationally the alternative in terms of cost and value received. They try to maximize their utility or satisfactory while spending them scarce resources of time, energy and money.

2.

Psychological Factors Psychology has contributed much to the markets to understand the buyers psychology explains how consumers learn about a product and how they can recall from the memory. The development of buying habits, this includes the following factors: Motive:A buying motive is the reason why a person buys a particular product. It is the driving force behind buying behavior and may be based on psychological or psychological want marketers are in rested in patronage motives such as store loyalty and brand loyalty. Perception:Perception causes the behavior in a certain way perception influences this behavior. It gives direction to the taken by the behavior. It the meaning we have on the bases on our past dependence.

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 Learning:Learning refers to changes in behavior brought about by practice or experience. Almost every timing one does or timing is learned product features such as price quality services, brand, packing, etc. Act as hints influencing consumers response. Attitude:Attitude is a state of mind of fillings it includes a per disposition to behave in source way. Attitude core very important in explaining buyers behavior. A change in attitude leads to changes purchasing attitude and modify buyer behavior knowledge of consumer attitude can product redesigning packages and developing and evaluating promotional programs. Personality:In general perception attitude belief lead collectively to a consistent response by the individual to his environment. This consistent pattern or behavior is termed as personality its primary teachers are self-concept role and level of consciousness.

3. Social Factors This includes the following factors: Family:Most consumers belong to a family group. The family can exert considerable influence in shaping the pattern of consumption and indicating the decision making role personal value attitude and buying habits have been shaped by family influences. Reference Group:The small group to which the buyer belongs influence buyer behavior. A human being is considered as a social animal spending much of his or her life in group situation, group norms direct attention of its member to a new style of a product.

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 Social Class:As a predictor of consumption patterns marketing management is familiar with social classes consumers, buying behavior is determined by the social class to which they espiers rather than by their income belong. Proudly speaking we have distant social classes upper, middle and lower classes usually stress rationality, exhibit sense of choice making whereas consumers of lower classes have essentially no rational purchases and show limited sense of choice making. The three social classes will have differences in the stress they patronize. The magazines they read and abutting and furniture they select social class may act as one criterion for market segmentation.

4 Cultural factors:Culture, subculture & social class are primary important in buying behavior. Culture: - culture is the most fundamental determinant of a persons wants and behavior. The growing child acquires a set of values, perceptions, preferences and behaviors through his or her family and other key instructions. Sub-culture:- Each subculture consists of smaller subculture that provides more specific identification and socialization for their members. Subculture includes nationality, religion racing groups and geographic regions.

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2.5 CONSUMER BUYING PROCESS

Lets see the customer buying process by which it satisfies its need and wants. There are no. of stages are involved into the customer buying process. The steps involved into the customer buying process can be explained as below.

CONSUMER BUYING PROCESS

PROBLEM REORGANIZATION

INFORMATION SEARCH

EVALUATION OF ALTERNATIVE

PURCHASE DECISION

POST PURCHASE BEHAVIOR

(1)Problem Reorganization:The buying process starts with that problem reorganization or need. The need can rise by interval or external stimuli. The interval stimuli involve general need of the persons like

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hunger; thrust etc. and the person will be motivated to satisfy that need. And the need that will be aroused by external stimuli. The marketer should try identifying the circumstances that raise the need of the customer. The marketer should collect the information from the different sources and it can develop marketing strategies that increase the customer interests. (2)Information Search:There is no. of sources for collecting information. Once the person will be are used. He will try to collect more and more information different sources for collecting the information are. Personal source - (family, friends, neighbors) Commercial source (advertising, sales person, displays) Public source (mass media, consumer rating, organization) Experimental source (hoardings, examining using the product) (3) Evaluation of Alternative:At this stage the consumer will evaluate the different alternatives available to him. This is very difficult stage in the buying process. (4)Purchase Decision:How the buyer will take decision weather he should buy the products and services or Not. This is also important step of the buying process. (5) Post Purchase Behavior:After purchasing the goods or services the persons will experience some degree of satisfaction. If the person will be satisfied then he will use the same product next time and if. He will not satisfy then he will not go for the same

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Chapter:-3
PROBLEM DEFINITION

Problem Definition Objectives of the Study Scope of the Study Significance of the study Limitations of the Study 17

PROBLEM DEFINITION

Problem Definition:In order to carry out the research programmed, the researcher should know the basic problem. A competent researcher will not accept a research, until he understands the problem definition is the core of research process. As such it denotes the particular most important step to be performed. According to researchers viewpoint problem identification represents conversion of the management problem in to research problem. In the case, the topic is to know the consumer buying behavior towards AMUL Companys Product the basic problem is to know what the behavior of the consumer is at present towards the AMUL product. What people think about it? The main problem is to know how many people are interested in AMUL Companys Product.

3.1 Objectives of the Study: To know the consumers attribute towards the Amul companys products in Surat city. To know consumer are attracted to the Amul companys retailer outlet or not. To know which kind of extra facility demanded by consumers towards the Amul companys product. To find out the potential customer for AMUL Companys product.

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3.2 Scope of the Study:Scope of the study is to know the consumer buying behavior about AMUL Companys Product through of different areas. i.e. Ghod dhod road, Athwaline, Minibazzar, Amroli, Bombay market, Nanpura etc. in Surat city.

3.3 Significance of the Study: Study will help to show the Consumer buying behavior of Amul companys products in Surat. It also helps to know problem faced by consumers. It will help to know which types of products are demanded by consumers.

3.4 Limitations of the Study: Data provided by respondents may be wrong. Survey area is large and time duration for research is short. Sometimes consumer gives unsatisfied answers. As a student if we see financial side may be costlier for us.

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Chapter:-4
RESEARCH METHODOLOGY

Research Design Method of Data Collection Sampling Plan

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WHAT IS MARKETING RESEARCH The word Research is derived from the French word Researcher meaning to search back. According to Fred Kiplinger- Research is an organized enquiry designed and carried out to provide information for solving a problem According to Francis Rummel- Research is a careful inquiry or an examination to discover new information or relationship and to expand and to verify existing knowledge. RESEARCH DESIGN: A research design in the specification of methods and procedures for acquiring the needed information it is the over all operational pattern of frame work of the project that stipulates what information is to be collected from which sources by what procedures To achieve objectives of my project study I have selected the exploratory research & also the causal research.

METHOD OF DATA COLLECTION: There are two types of data Primary data: Primary data is the data which is collected by the research at first hand. Here in this report I have collected primary data with the help of the questionnaire to get the necessary information.

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 Secondary data Secondary data whether internal or external is the data already collected by others for propose other then solution of the problem at hand. Secondary data is gathered with the help of websites. PRE-TESTING A pre-testing is small-scale replica of the main study. It dresses a rehearsal and provides guidance on the following matter. 1. The adequacy of the sampling frame to be followed for the survey.

2.It helps the researcher in selecting the data collection method. 3. It gives prior knowledge about the population to be sampled. 4. The pretesting helps the researcher in checking the validity of the questionnaire and in redesigning of the same. 5. It also provides training to the researcher for interviewing.

SAMPLING PLAN: Sampling plan includes. (A) Sampling unit (B) Sample size (C) Sampling method

(A) Sampling Unit:In my study the market survey was conducted in Surat city. Conducted I have covered different areas under my study. Different areas like i.e Ghod dhod road, Athwaline, Minibazzar, Amroli, Bombay market, Nanpura & other areas of the city are covered by me during the study.

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(B) Sample Size:One of the most important parts for the research is to decide sample size. The sample size explains how many consumers are covered in the study? Sample size can be defined on the basis of pre-testing of 20 samples after pretesting of 20 persons; I have got 80% as favorable cases & 20% as unfavorable cases. So. Sample size (n) = p*q (z/e) 2 Here, P = Probability of those who have positive attitude. Q = Probability of those who have negative attitude. Z = the score associated with the confidence level E = Tolerable error So, P=0.80, Q=0.20, Z=1.96, E=0.05 There fore, N=p*q (z/e) 2 =0.80*0.20 (1.96/0.05)2 =245.86 = 250(approximately) (C) Sampling Method:Sampling methods are also one of the important parts of the research for my topic i.e the consumer buying behavior towards AMUL Companys Product. I have used simple random sampling.

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Chapter:-5
DATA ANALASIS

Tables Graph & Charts Comment

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DATA ANALYSIS
Q-1. Are you aware about AMUL Companys product?
Table; 1 Respondents Percentage Yes No Total 250 0 250 100.00 0.00 100.00

Graph;1

Comment: About 100% of respondent are aware about AMUL Companys Product. It means in Surat city every respondent is aware about AMUL Companys Product.

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Q-2. Which type of product are you aware about?

Table; 2 Items Ghee AMUL milk AMUL pizza AMUL Ice-cream Others Total Respondents 175 180 65 190 20 630 Percentage 27.77 28.57 10.31 30.16 3.17 100.00

Graph :2

Comments: - As above chart showed that most of the respondents are aware about AMUL Ice-cream and AMUL milk & Ghee.

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Q-3. From where you come to know about the AMULs products?

Table: 3 Media Newspaper T.V. Advertise Radio Others Total Respondents 160 135 15 55 365 Percentage 43.84 36.98 4.11 15.07 100.00

Graph :3

Comments: As above chart, it is clear that more respondents come to know about AMUL product through Newspaper & T.V Advertise.

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Q-4. Do you prefer AMUL product?

Table; 4 Respondents Yes No Total 230 20 250 Percentage 92.00 8.00 100.00

Graph ;4

Comments: As above chart say that in Surat city around 92% respondent buy AMUL Product and 8% respondent are not buying AMUL Product.

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Q-5. From where you purchase AMUL product?

Table; 5 Answer Local Shop AMUL Retailer outlets Others Total Respondents 133 124 2 259 Percentage 51.35 47.88 0.77 100.00

Graph ;5

Comments: From above chart it is clear that most of the customer are purchase an AMUL product through LOCAL Shop and then AMUL Retailer outlets.

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Q-6. (If Retail outlets) On which basis you are purchase AMUL products from Retail Outlets?
Table: 6 Answer Cleanness Proper Information Proper Support Sold Fresh Product Availability Total Graph ;6 Respondents 85 60 40 110 110 405 Percentage 20.98 14.81 9.88 27.16 27.16 100.00

Comments: - As above chart showed that each feature of AMUL contain more than 50% significance So it becomes necessary to consider each feature thorouly at the time of production.

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Q-7. (If Local Shop) On which basis you are purchase AMUL products from Local Shop?
Table; 7

Answer Cleanness Proper Information Proper Support Sold Fresh Product Availability Total Graph

Respondents 30 25 30 80 105 270

Percentage 11.11 9.26 11.11 29.63 38.89 100.00

Comments: - From the analysis of the above chart it is clear that the respondents purchasing from the local shop are considering the features of fresh products and availability more than cleanness, proper information & proper support.

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Q-8. If no, than why you are not preferring AMUL products?

Table; 8 Answer Price Quality Taste Availability Total Graph ;8 Respondents 15 5 0 0 20 Percentage 75 25 0 0 100.00

Comments: - As it is suggested by the above chart that in the area of taste & availability AMUL is the best. But in the area of Price & Quality still some improvements are needed.

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Q-9. At the time of purchasing AMUL Product which features are important for you?
Table; 9 Answer High Important Medium Important Low Important Total Graph ;9 Quality Price Scheme Variety Taste Availability

207

69

41

97

198

166

14

120

111

78

20

36

9 230

41 230

78 230

18 230

12 230

28 230

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Comments: From the above chart it is clear that the respondents of AMUL are Quality conscious and by evaluating the views of AMUL respondents it comes to know that AMUL costumers are not that much interested in schemes provided by AMUL. It is clear that more than 50% of the respondents are interested in various varieties provided by the AMUL products and the respondents are mostly interested in the taste provided by AMUL products and the AMUL respondents are giving priority to the availability of AMUL products by more than 2/3 part. So it becomes necessary for AMUL to supply the AMUL products in all its target market.

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Q-10. Do you want any extra feature to be added in the AMUL products?

Table; 10

Yes No

Respondents 70 160 230

Percentage 30.43 69.57 100.00

Graph ;10

Comments: From the above chart 30% respondent say to add feature in AMUL Product and other 70% respondent say that not to add any feature in AMUL Product.

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Q-11. Would you like to recommend others for purchasing AMUL Companys Product?

Table; 11 Respondents 220 10 230 Percentage 95.65 4.35 100.00

Yes No

Graph ;11

Comments: As above chart it is clear that most of the respondent interesting to recommend others for purchasing AMUL Companys product.

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Chapter:-6
HYPOTHESIS TESTING

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TESTING OF HYPOTHESIS Hypothesis Testing

I have taken 20 samples before survey for pilot study in which 16 respondent are prefer AMUL Product and 4 are not prefer AMUL Product, H0= 80 % Customers are Prefer AMUL Product. H1= 80 % Customers are not Prefer AMUL Product. P=0.8 Q=0.2 Out of 250 respondents, 230 are preferred by AMUL Product. I.e. n=250 p= x/n =230/250 =0.92 x=230

Z cal =

I p-PI P *Q/n

= __I0.92-0.80I__ 0.8 * 0.2/250 = __0.12___ 0.00064 = __0.12___ 0.02529 = 4.74 Z cal. = 4.74 Z cal.> 1.96 so, we reject null hypothesis.

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Chapter:-7
FINDINGS

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CH-7:- FINDINGS

1. Out of total respondent, 100% of respondent are aware AMUL Companys Product. In Surat city every respondent are aware about AMUL Companys Product. 2. Out of total respondents, about (30.16%) respondent is aware about AMUL Ice cream and (10.31%) AMUL Pizza & (28.57%) AMUL milk & (27.77%) Ghee and (3.17%) are others. 3. Out of total respondents, no. of respondent are come to know about AMUL product that is 43.84% respondent by Newspaper , 36.98% respondent by T.V. Advertise ,4.11% respondent by Radio and 15.07% respondent by others way to know about AMUL Product. 4. Out of total respondents, around 92% respondent buy AMUL Product and 8% respondent are not buying AMUL Product. 5. Out of total respondents, that 51.35% respondents buy AMUL product through Local shop and 47.88% respondents buy AMUL Product through AMUL Retailer outlets and 0.77% respondents buy AMUL Product through others. 6. As above chart showed that each feature of AMUL contain more than 50% significance so it becomes necessary to consider each feature thorouly at the time of production. 7. From the analysis it is clear that the respondents purchasing from the local shop are considering the features of fresh products and availability more than cleanness, proper information & proper support. 8. As it is suggested by that at the side of taste & availability AMUL is the best. But in the area of Price & Quality still some improvements are needed.

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9.

Chapter:-8

SUGGESTION

41

CH-8:- SUGGESTIONS

1. It is clear that the respondents of AMUL are Quality conscious. So if it is possible AMUL should concentrate on quality of its production. 2. By evaluating the survey it is clear that the respondents are mostly interested in the taste provided by AMUL products. AMUL should concentrate on its products taste more than any other features. 3. It is specifies that the AMUL respondents are giving priority to the availability of AMUL products by more than 2/3 part. So it becomes necessary for AMUL to supply the AMUL products in all its target market. 4. According to my Study, Quality product should be produced and now a days price is an important factor for common man. So company should concentrate in these both mentioned factors.

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REFERENCE MATERIAL

BIBLIOGRAPHY APPENDICES QUESTIONNAIR PHOTOGRAPHS

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BIBILIOGRAPHY

Marketing Management, By Philip Kotler

Websites: www.google.com www.amul.com www.wikipedia.com

I also refer old project report of my seniors of my institute from library.

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