CONSUMER PERCEPTION ABOUT

AMUL BUTTER
PROJECT REPORT

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF MBA DUAL DEGREE PROGRAM (BBA-MBA)

ACADEMIC SESSION (2017-2022)

BY
AYUSHI GUPTA
17/IMB/003
UNDER THE SUPERVISION OF
Dr. LOVY SARIKWAL
TO THE
SCHOOL OF MANAGEMENT
GAUTAM BUDDHA UNIVERSITY
GREATER NOIDA

 
 DECLARATION
 
I Ayushi Gupta(17/IMB/003) here by proclaim that this undertaking
work is aftereffect of my own exploration and no piece of it has been
introduced for some other degree in this college or somewhere else .
I am exclusively answerable for any blunder found in this report.
 

DATE-
 
 
 
STUDENT SIGNATURE-
 CERTIFICATE OF FACULTY GUIDE

This is to affirm that venture named " CONSUMER PERCEPTION

ABOUT AMUL BUTTER"has been done under my watch by" Ayushi
Gupta"(17/IMB/003) of Integrated MBA VIII Semester. Understudy
would be exclusively answerable for a duplicated material or
blunder found in this report.
 
 
 
 
 
NAME AND SIGNATURE OF FACULTY-
 CONTENT
S.NO PARTICULAR PAGE NO.
1 DECLARATION BY STUDENT
2 CERTIFICATE FROM FACULTY GUIDE
3 ACKNOWLEDGEMENT
4 EXECUTIVE SUMMARY
5 INTRODUCTION
6 LITERATURE REVIEW
7 OBJECTIVES
8 RESEARCH METHODOLOGY
9 DATA ANALYSIS AND INTERPRETATION
10 FINDINGS AND CONCLUSION
11 RECOMMENDATION
12 QUESTIONNAIRS
13 REFERENCES
 INTRODUCTION
• Butter has a very important role in the Indian break fast. Butter is consumed
in India since the time of lord Krishna. Butter increases the flavor of break
fast. When you are at the table of breakfast you need more flavors in
breakfast and butter execute this constraint?

• Amul butter processed using advanced dairy technology its formulation

ensure easy spreadibility even at low temperature.

• The brand name "Amul," from the Sanskrit "Amoolya," (meaning precious)
was suggested by a quality control expert in Anand formed in 1946, is a dairy
cooperative in India It is a brand name managed by an apex cooperative
organization, Gujarat Co-operative Milk Marketing Federation Ltd.
• (GCMMF).
 Parent group:

• The highest milk producer in the entire globe – India

boasts of that status. India is otherwise known as the
‘Oyster’ of the global dairy industry, with opportunities
galore to the entrepreneurs globally. Anyone might want
to capitalize on the largest and fastest growing milk and
milk products' market. Amul has spurred the White
Revolution of India, which has made India the largest
producer of milk and milk products in the world. It is also
the world's biggest vegetarian cheese brand.
 COMPANY PROFILE
• Plant location:
• AMUL is based in Anand, Gujarat and has been
an example of a co-operative organization's
success in the long term.
• The main zonal offices of Amul are situated in:
• AHMEDABAD; CALCUTTA; MUMBAI; CHENNAI
and NEW DELHI.
 ABOUT AMUL
• The Amul Dairy Cooperative, which had been around since 1946, was integrated into this
system, helping transform India into one of the world’s largest milk producing countries.
Dr. Varghese Kurien, who founded

• Amul, has been profiled on Ashoka’s changemakers website. Here is what they have to say
about his organization:

• Amul Dairy has organized over 10,000 village cooperatives, designed and implemented
multiple interventions along the value chain. Together these cooperatives bring more than
10 million liters of milk to market daily, which makes them the leading player in the Indian
milk industry. For many of India's rural poor, daily milk sales from the few cows they own
is an essential part of their income. Yet the entire process from taking the milk to a market
to selling it and collecting payments is fraught with inefficiency and unfairness. Amul Dairy
has transformed the process for millions of small farmers by using an automatic,
computerized collection system which reduces the time for weighing, quality testing and
payment processing from a few hours with payment
 List of Products Marketed:

• Bread spreads:

• Amul Butter
• Amul Lite Low Fat Bread spread
• Amul Cooking Butter Cheese Range:
• Amul Pasteurized Processed Cheddar Cheese
• Amul Processed Cheese Spread
• Amul Pizza (Mozzarella) Cheese
• Amul Shredded Pizza Cheese
• Amul Emmental Cheese
• Amul Gouda Cheese
• Amul Malai Paneer (cottage cheese)
• Utterly Delicious Pizza
 LITERATURE REVIEW
Dr. Sweta Rani The study of consumer behavior drwas upon social science disciplines of
S.K Aslam Ali anthropology, psychology, sociology and economics. As per the study done towards
May 7,2020 the Amul product the consumption of the Amul products are high when compared to
other products. The buying behavior is positive which reveals that the buying
behavior of the consumer is high.

Dr. Ajay Tekchandani This paper is an earnest endeavour made to understand the present scenario in
Prof. Sulekha Munshi marketing
Issue 8, 2020 and captured by the Amul during the Lockdown periodThis paper also tried to study the
behaviour of consumers about their preferences for Amul products
and their overall buying behaviour during the lockdown period.

Dr S.A. MOHAMED Ali Thus the project concludes that the buying behaviour of the consumers are positive, so
Ramya N the product has a good reach in Coimbatore city. Introduction Consumer buying
June 2018 behaviour is the sum total of a consumer's attitudes, preferences, intentions, and
decisions regarding the consumer's behaviour in the market place when purchasing a
product or service

This article examines the consumer buying behaviour towards Amul Products with
N.Ramya, special reference to Sample size taken in this is 50 customers. The data is collected
through questionnaire. The buying behaviour is positive which reveals that the buying
behaviour of the consumers is high. The promotional strategies of the product can be
Dr. SA Mohamed Ali improved to increase the sale of the company as much. Thus the project concludes that
the buying behaviour of the consumers are positive, so the product has a good reach in
Coimbatore city.
Mrs. Heena Rawal studied the profitability of five District Milk
May 5, 2015 Producers May 5, 2015 It also enables the
consumer an access to high quality milk and
village of people towards Amul products 
Mrs. Hina The author has tried to  dairy cooperative
Jul 30, 2015 industry across Literature Review . Amul
(Anand Milk Union Limited) is one of the
earliest dairy cooperatives in India and is
based at Anand in.Jul 30, 2015 Reference
to Coimbatore District Co-Operative Milk
Producer;s Union . Brands like Amul ..
responses, reports,
Mr. Ramesh Sharma 2019 The survey of randomly selected
consumers of Pune/India examined the
Keywords: Lakshya Milk, Consumer loyalty, role played by media on also shows that
Brand loyalty. 37.7% of the consumers prefer Cadbury
Dairy Milk more than other brands of
chocolate. The The chocolate market in
India has only three big players, Cadbury,
Nestle and Amul. . Literature Review.Many
well known milk brands like Amul, Mother
Diary Vita etc.
DISTRIBUTION CHANNEL OF AMUL
PVT LTD

• Amul has a relatively good distribution

network, but still company is not able to fulfill
the demand of outlet in the peak season when
demand is very high. Supply should be regular
to all the outlets including those that lie in the
pocket Roads and not just in the outlets which
lie on the easily accessible routes.
DISTRIBUTION CHANNEL

factory

distribution
Agents export

Retailer

consumer
 MARKETING MIX

Product price place promotion

 OBJECTIVES

• To find out major competitors of Amul butter.

• To measure the satisfaction of customers dealing Amul
butter.
• To find out the brand image of Amul butter.
• To study of project is auditing the butter market
 SCOPE

• Record feed back from the market and recommended future plan
for the operation.

• Through the survey, it is trying to know, what is the basic

difference between our company and other fast moving Consumer
goods Company’s product in quality, price, packaging etc. through
the survey, it would be able to ascertain the weak point of
salesman, distributors and other product related in this way may
would be able to create effective training package or can give
some instructions to make them more effective.
 RESEARCH DESIGN USED:

Descriptive research designing can be used to study:

consumer profiles, market potential studies, product
usage, attitude surveys, sales analysis, media research
and price surveys etc.

DATA COLLECTION METHOD:

• I have used survey method for data collection. Survey is
the most commonly used method.
 DATA SOURCE:

• Primary data: The objectives of primary data

are formulated on the basis of research
objectives. Primary data has been collected
personally from various consumers as well as
retailers.
• Secondary data: I collected data from
magazines, newspaper and different websites.
 RESEARCH INSTRUMENT:

• Questionnaire for consumers

TYPE OF QUESTIONS:
• Multiple choice
• Dichotomous
• Close-ended
 STRENGTH/ WEAKNESS
• STRENGTH
• Wide range of products
•
• Brand loyalty
•
• Standardized product
•
• Extensive distribution network
•
• Product are known for providing true value for money
•
• WEAKNESS

• Amul has a goodwill, but few product need more advertisement.

•
• Due to large product line the company is unable to pay adequate attention to some of its product.
• QUESTIONNAIRE

• NAME:---------------------------------------------------------

• AGE:--------------------------------------------------------------

• GENDER:--------------------------------------------------

• INCOME:-----------------------------------------------------

• ADDRESS:-------------------------------------------------
• ---------------------------------------------------------------

• TELEPHONE NO.(IF ANY)

1: Do you eat butter?

• Yes or No
2: which brand you prefer most?
• (a) Amul (b) Mother dairy

• (c) nestle (d) Britannia

3: which type of package you preferred?

(a) 100gm (b) 500gm

 
 4: Do you think that if the company introduces small pack it would be
helpful to improve the sales?

• Yes or No
5: what do you see at the time of purchasing? Please rank

(a) Price (b) Quality (c) Packaging (d)

Gift (e) Taste

6: Which type of media influence you?

• (a) Print (b) Outdoor

• (c) Audio / visual (c) Transit

7: Which product has a high quality?

•
---------------------------------------------------------------------------------------------
--------------------------------------------------------------------
8: In which season consumption of butter are more?
• Monsoon
• Summer
• Winter

9: How frequently you purchase butter?

• Daily
• within two to 5 day
• twice a week
• weekly

10: Are you aware butter available in the market?

Aware not aware
• Amul

• Mother dairy
•
• Nestle
DATA ANALYSIS DATA PROCESSING AND ANALYSIS

Processing & Analysis the collected data: - once the field

survey is over and questionnaire have been received, the
next task is to aggregate the data in a meaningful manner.
A number of tables are prepared to bring out the main
characteristics of the data. The researcher should have a
well thought out framework for processing and analyzing
data, and this should be done prior to the collection.
 BRAND PREFER BY CUSTOMER

BRAND PREFERENCE%
AMUL 59
MOTHER DAIRY 21
NESTLE 12
BRITANNIA 8

BRAND PREFER BY CUSTOMER

BRITANN
IA
NESTLE 8%
12%

MOTHER AMUL
DAIRY 59%
21%
 DEMAND OF BUTTER IN VARIOUS
CUSTOMER SEE AT THE TIME OF
PACKS PURCHASING

INFLUENCE NO. OF CONSUMER

PACKS DEMAND (%) PRICE 21
500gm 30 QUALITY 24
PACKAGING 18
100gm 70
GIFT 12
TASTE 25

500gm
30%

500gm
100gm

100gm
70%
 SEASONAL CONSUMPTION OB BUTTER PURCHASE OF BUTTER’S FREQUENCE

SEASON CONSUMPTION TIME FRQUENCE (%)

DAILY 7
MONSOON 20 WITHIN TWO TO 5 21
SUMMER 30 DAY
TWICE A WEEK 33
WINTER 50 WEEKLY 39

MONSOON
20% MONSOON

SUMMER

WINTER
WINTER
50%
SUMMER
30%
 ABOUT DEMAND IN VARIOUS
BRAND AWARENESS
PACKS

BRAND AWARE % UNAWARE

% 100gm 70%
AMUL 100 0
MOTHER 26 74
DAIRY 500gm 30%
NESTLE 37 63
BRITANNIA 40 60

24%
120% 100%
100% 74%
80% 63% 60%
60% 37% 40% aware
40% 26% not aware
20% 0%
0%
amul mother nestle britannia 76%
dairy
 MEDIA INFLUENCE

MEDIA CONSUMER%
PRINT 11
OUTDOOR 20
AUDIO / VISUAL 59
TRANSIT 10

Print
Outdoor
10% Audio/Vis
59% uals
Transit
11%
 FINDINGS
• Time duration was short.
• Due to non-availability of mode of transport lots of
inconvenience was faced by the investigator.
• A large sample could not be taken and systematic
probability was not conducted due to the lack of time.
• During the course of survey some unavoidable error are
faced such as no response, inaccuracy in response.
• The findings are totally based on respondent’s prediction
and hence can be biased to some extent.
 RECOMMENDATIONS
Companies distributors and representatives must make the retailers aware about
their butter and try to place the product on each and every shelf on the strength
of their distribution.
•
Company should advertise its butter through appropriate media.

Company should keep MRP slightly lower than amul and provide better service
and margin to retailers, so that they push the product.
•
Company should also target the consumer by offering discount coupons or pens
/spoon free offer or some other innovative viable for attracting them.
•
Company should use top of space selling or display contest in major markets to
create product awareness.
 CONCLUSION
• The brand awareness for Amul butter is more. It is excellent for the
company.
• 100gm packaging are sold more then 500gm packaging.
• Quality, date of manufacturing, price brand image is the major factor
considered for the customer while buying a particular brand.
• Consumption rate of butter is high in winter and low in summer.
• Retailer is interested for quality or customer oriented product rather then
having the brand with more margin.
• Butter is consumed in breakfast mostly.
• The percentage of salt in Amul butter is less then Britannia which is
enviable by consumer.
• Right now Amul is the market leader & Britannia acquires the second
position in term of market share.
 BIBLOGRAPHY
REFERENCE BOOK:

• Marketing Research (Author- G C Beri)

• (Publish by Tata McGraw Hill Publishing Co. LTD., New
• Delhi)
• Third Edition (2002)
• Marketing Management (Author- Philip Kotler)
• (Publish by Pren Tice-hall of India PVT. LTD., New
• Delhi)
• Ninth Edition (2002)
• Research Methodology (Author- Bhandrai)
• Print 2004, second edition
• Magazine
• Business world
• India today

• WEB SITE: www.amul.com www.businesstoday.com www.britannia.com