Amul Project on paneer

A

A

PROJECT

PROJECT REPORT

REPORT

ON

ON

MARKET

MARKET SURVEY

SURVEY TO

TO

UNDERSTAND CUSTOMER

UNDERSTAND CUSTOMER

PERCEPTION ABOUT

PERCEPTION ABOUT

“AMUL PANEER”

“AMUL PANEER”

SUBMITTED TO

SUBMITTED TO

UNIVERSITY

UNIVERSITY OF

OF PUNE

PUNE

BY

BY

(MMM 2009-2011)

(MMM 2009-2011)

SINHAD INSTITUTE OF MANAEMENT

SINHAD INSTITUTE OF MANAEMENT

PUNE-!110!1

PUNE-!110!1

1 1

ACKNO"LEDEMENT

ACKNO"LEDEMENT

With immense pleasure, I would like

With immense pleasure, I would like to present this project report for 

to present this project report for 

#$%&%' C*&%'+,* M+. M%&.*'+/ F**&%'+/ L'3 A/%/ (AMUL)

#$%&%' C*&%'+,* M+. M%&.*'+/ F**&%'+/ L'3 A/%/ (AMUL)

  on the

  on the

topic

topic

“MARKET SURVEY TO UNDERSTAND PERCEPTION ABOUT AMUL

“MARKET SURVEY TO UNDERSTAND PERCEPTION ABOUT AMUL

PANEER”

PANEER”

It

It ha

has

s be

been

en an

an en

enri

rich

chin

ing

g ex

expe

peri

rien

ence

ce fo

for

r me

me to

to un

unde

derg

rgo

o my

my su

summ

mmer

er

training at AMU, which would not

training at AMU, which would not ha!e possible without the goodwill and support of 

ha!e possible without the goodwill and support of 

the people around" As a student of

the people around" As a student of

SINHAD INSTITUTE OF MANAEMENT3

SINHAD INSTITUTE OF MANAEMENT3

PUNE

PUNE

I would like to express my sincere thanks too all those who helped me

I would like to express my sincere thanks too all those who helped me during

during

my practical training program" Words are insufficient to express my gratitude toward

my practical training program" Words are insufficient to express my gratitude toward

M& ASHOK MATHUR 

M& ASHOK MATHUR 

, the branch manager

, the branch manager

AMUL3 JAIPUR 

AMUL3 JAIPUR 

" I would like to gi!e

" I would like to gi!e

my heartily gratitude to the organi#ation guide,

my heartily gratitude to the organi#ation guide,

M& PERSHANNT KUMAR

M& PERSHANNT KUMAR

, $epot

, $epot

Man

Manger

ger,,

A4# I/+% L'3 JAIPUR

A4# I/+% L'3 JAIPUR

for ha!ing gi!en me the opportunity to do my

for ha!ing gi!en me the opportunity to do my

 project work in t

 project work in the organi#ation

he organi#ation" and lighted m

" and lighted my way of progress wi

y way of progress with his guidance "

th his guidance "

My sincere and deepest thanks to

My sincere and deepest thanks to

PROF MILIND MARATHE

PROF MILIND MARATHE

%aculty Member,

%aculty Member,

SIN

SINHA

HAD

D INS

INSTIT

TITUTE

UTE OF

OF MA

MANA

NAEME

EMENT3

NT3 PU

PUNE

NE

fo

for

r ha

ha!i

!ing

ng sp

spar

ared

ed hi

hiss

!aluable time with me and for all the guidance gi!en in executing the project as per 

!aluable time with me and for all the guidance gi!en in executing the project as per 

re&uirements

re&uirements

""

'owe!er, I accept the sole responsibility for any possible error of omission and would

'owe!er, I accept the sole responsibility for any possible error of omission and would

 be extremely grateful to the readers of this project report if they bring such mistakes to

 be extremely grateful to the readers of this project report if they bring such mistakes to

my notice"

my notice"

A(A($ )A$A*

A(A($ )A$A*

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ABSTRACT-A

A study

study in!estigated

in!estigated among

among the

the customer

customer regarding

regarding the

the their

their

 beha!ior

 beha!ior towards

towards the

the Amul

Amul -aneer

-aneer brands

brands and

and other

other -aneer

-aneer brands"

brands"

-e

-erc

rcep

epti

tion

on of

of cu

cust

stom

omer

er fo

for

r -a

-ane

neer

er is

is un

unde

ders

rsto

tood

od th

thro

roug

ugh

h th

this

is -r

-roj

ojec

ect"

t"

/hings that matter mainly at the time of purchasing of paneer is studied in

/hings that matter mainly at the time of purchasing of paneer is studied in

this project" In this project +>> ?uestionnaires were distributed to different

this project" In this project +>> ?uestionnaires were distributed to different

customer in Mal!iya nagar and @agtpura area of @aipur city" /he .esult

customer in Mal!iya nagar and @agtpura area of @aipur city" /he .esult

indicated that customer mainly like to purchase the saras brand due to less

indicated that customer mainly like to purchase the saras brand due to less

a!ailability of the amul paneer and lack of

a!ailability of the amul paneer and lack of awarene

awareness for brand"

ss for brand"

""

In

In this

this we

we studi

studied

ed that

that how

how the

the diff

differen

erent

t fact

factor

or like

like pric

price,

e,

a!

a!ai

aila

labi

bili

lity,

ty, sh

shel

elf

f li

life

fe of

of pa

pane

neer

er af

affe

fect

ct th

the

e pu

purc

rcha

hasi

sing

ng be

beha

ha!i

!ior

or of

of th

thee

customer" In that we found that due to less a!ailability the market share of

customer" In that we found that due to less a!ailability the market share of

amul paneer is lesser then his competitor saras" /he shelf life of amul which

amul paneer is lesser then his competitor saras" /he shelf life of amul which

is six month is not ha!ing any effect on the demand of product customer

is six month is not ha!ing any effect on the demand of product customer

doesnBt gi!e consideration to that point at

doesnBt gi!e consideration to that point at time of purchasing"

time of purchasing"

We also find out the effect of differe

We also find out the effect of different media on purchasing

nt media on purchasing

of paneer and amount generally consumed customer per month" /hat shows

of paneer and amount generally consumed customer per month" /hat shows

cu

cust

stom

omer

er ma

main

inly

ly in

infl

flue

uenc

nced

ed th

thro

roug

ugh

h th

the

e sh

shop

opke

keep

eper

er at

at th

the

e ti

tim

me

e of

of

 purchasing of

 purchasing of paneer" /hen

paneer" /hen the a!ailability

the a!ailability and schemes

and schemes matter at

matter at that time

that time

to increase the market share and sell of

to increase the market share and sell of the amul paneer"

the amul paneer"

5 5

2

2

INTRODUCTION-INDUSTRY PROFILE

INDUSTRY PROFILE

FOOD INDUSTRY

FOOD INDUSTRY

/he food industry is the complex, global collecti!e of di!erse businesses that

/he food industry is the complex, global collecti!e of di!erse businesses that

/ogether supply much of the

/ogether supply much of the food energy consumed by the world population"

food energy consumed by the world population"

3nly subsistence farmers, those who sur!i!e on what they grow, can be

3nly subsistence farmers, those who sur!i!e on what they grow, can be

considered outside of the scope

considered outside of the scope of the modern food industry"

of the modern food industry"

/he food industry includes

/he food industry includes

R*#%'+/

R*#%'+/

C local, regional, national and international rules and

C local, regional, national and international rules and regulations

regulations

%or food production and sale, including food &uality and

%or food production and sale, including food &uality and food safety, and

food safety, and

Industry lobbying acti!ities

Industry lobbying acti!ities

E#6%'+/

E#6%'+/

C academic, !ocational, consultancy

C academic, !ocational, consultancy

R*7*%&68 %/

R*7*%&68 %/ *,*4*

*,*4*/'

/'

C food

C food technology

technology

F+/%/6+% 7*&,+6*7

F+/%/6+% 7*&,+6*7

insurance, credit

insurance, credit

M%/#:%6'#&+/

M%/#:%6'#&+/

C agrichemicals, seed, farm machinery and supplies,

C agrichemicals, seed, farm machinery and supplies,

Agricultural construction, etc"

Agricultural construction, etc"

A&+6#'#&*

A&+6#'#&*

C raising of crops and li!estock, seafood

C raising of crops

and li!estock, seafood

F &6*77+/

-ublic opinion, through ad!ertising, packaging, public relations, etc

"8*7%* %/ +7'&+;#'+/

C warehousing, transportation, logistics

R*'%+

C supermarket chains and independent food stores, directFto consumer,

.estaurant, food ser!ices

FMC--roducts which ha!e a &uick turno!er, and relati!ely low cost are known as

%ast Mo!ing 0onsumer oods D%M0E" %M0 products are those that get replaced

within a year" 2xamples of %M0 generally include a wide range of fre&uently

 purchased consumer products such as toiletries, soap, cosmetics, tooth cleaning

 products, sha!ing products and detergents, as well as other nonFdurables such as

glassware, bulbs, batteries, paper products, and plastic goods" %M0 may also include

 pharmaceuticals, consumer electronics, packaged food products, soft drinks, tissue

 paper, and chocolate bars" A subset of %M0s are %ast Mo!ing 0onsumer 2lectronics

which include inno!ati!e electronic products such as mobile phones, M-7 players,

digital cameras, - ystems and aptops" /hese are replaced more fre&uently

than other electronic products" White goods in %M0 refer to household electronic

items such as .efrigerators, /"*s, Music ystems, etc"

I/+%/ FMC

S*6'&-/he Indian %M0 sector is the fourth largest in the economy and has a market si#e of

UG17"1 billion" WellFestablished distribution networks, as well as intense competition

 between the organi#ed and unorgani#ed segments are the characteristics of this sector"

%M0 in India has a strong and competiti!e M(0 presence across the entire !alue

chain" It has been predicted that the %M0 market will reach to UG 77"5 billion in

+>16 from U G billion 11": in +>>7" /he middle class and the rural segments of the

Indian populations are the most promising market for %M0, and gi!e brand makers

the opportunity to con!ert them to branded products" Most of the product categories

like jams, toothpaste, skin care, shampoos, etc, in India, ha!e low per capita

consumption as well as low penetration le!el, but the potential for growth is huge"

/he Indian 2conomy is surging ahead by leaps and bounds, keeping pace with rapid

urbani#ation, increased literacy le!els, and rising per capita income"

/he big firms are growing bigger and smallFtime companies are catching up as well"

According to the study conducted by A0 (ielsen, :+ of the top 1>> brands are owned

 by M(0s, and the balance by Indian companies" %ifteen companies own these :+

 brands, and +9 of these are owned by 'industan e!er" -epsi is at number three

followed by /hums Up" 4ritannia takes the fifth place, followed by 0olgate D:E, (irma

D9E, 0ocaF0ola D;E and -arle D<E" /hese are figures the soft drink and cigarette

companies ha!e always shied away from re!ealing" -ersonal care, cigarettes, and soft

drinks are the three biggest categories in %M0" 4etween them, they account for 76 of

the top 1>> brands"

THE TOP 10 COMPANIES IN FMC SECTOR 

" (3"0ompanies

1" 'industan Unile!er td"

+" I/0 DIndian /obacco 0ompanyE

7" (estlHIndia

5"

CMMF (AMUL)

6" $abur India

:" Asian -aints DIndiaE

9" 0adbury India

;" 4ritannia Industries

INTRODUCTION OF

ORANI<ATION-CMMF A/ O,*&,+*=

#$%&%' C*&%'+,* M+. M%&.*'+/ F**&%'+/ (CMMF)

is Indias

argest food products marketing organi#ation" It is a state le!el apex body of 

Milk cooperati!es in ujarat which aims to pro!ide remunerati!e returns to

/he farmers and also ser!e the interest of consumers by pro!iding &uality

-roducts which are good !alue for money" AMU is the brand under this 3rgani#ation"

Amuls product range includes milk powders, milk, butter, ghee, cheese, curd,

chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, basundi, (utramul

 brand and others" In @anuary +>>:, Amul plans to launch Indias first sports drink

tamina, which will be competing with 0oca 0olas

 PowerAde

and -epsi0os

Gatorade

" Amul is the largest food brand in India and worlds argest -ouched Milk

4rand with an annual turno!er of U G1>6> million D+>>:F>9E" 0urrently

Amul has +": million producer members with milk collection a!erage of 

1>"1: million liters per day" 4esides India, Amul has entered o!erseas markets such as

Mauritius, UA2, UA, 4angladesh, Australia, 0hina, ingapore, 'ong Jong and a

few outh African countries" Its bid to enter @apanese market in 1<<5 had not

succeeded, but now it has fresh plans of %looding the @apanese markets "3ther potential

markets being considered Include ri anka" $r *erghese Jurien, former chairman of

the 0MM%, is recognised as the man behind the success of Amul" 3n 1> Aug +>>:

-arthi  4hatol, chairman of the 4anaskantha Union, was elected chairman of

0MM%"

HISTORY

Amul was formally registered on $ecember 15, 1<5:" /he brand name

A4#

, sourced

from the anskrit word

 Amoolya

, means

 priceless

" It was suggested by a &uality

control expert in Anand and it was chosen because it was a perfect acronym for

A

nand

M

ilk

U

nion

L

imited" /he

 Amul revolution

was started as awareness among the

farmers" It grew and matured into a protest mo!ement that was channeled towards

economic prosperity 3!er fi!e decades ago, the life of an a!erage farmer in Jheda

$istrict was !ery much like that of hisKher counterpart anywhere else in India" 'isKher

income was deri!ed almost entirely from seasonal crops" /he income from milk

 buffaloes was undependable" Milk producers had to tra!el long distances to deli!er

milk to the only dairy, the -olson $airy in Anand L often milk went sour, especially in

the summer season, as producers had to physically carry milk in indi!idual containers"

-ri!ate traders and middlemen controlled the marketing and distribution system for the

milk" /hese middlemen decided the prices and the offFtake from the farmers by the

season" As milk is perishable, farmers were compelled to sell it for whate!er they were

offered" 3ften, they had to sell cream and ghee at throwFaway prices" In this situation,

the pri!ate trader made a killing" Moreo!er, the go!ernment at that time had gi!en

monopoly rights to -olson $airy, which was run by a person of -arsi descent, Daround

that time -olson was the most well known butter brand in the countryE to collect milk

 problem farmers faced was that in winter the milk output of buffaloes doubled which

caused prices to fall down e!en further" India ranked nowhere amongst milk producing

countries in the world in 1<5:" radually, the reali#ation dawned on the farmers with

inspiration from then nationalist leaders ardar *allabhbhai -atel Dwho later became

the first 'ome Minister of free IndiaE and Morarji $esai Dwho later become the -rime

Minister of IndiaE and local farmer, freedom fighter and social worker /ribho!andas

-atel, that the exploitation by the trader could be checked only if they marketed their

milk themsel!es" Amul was the result of the reali#ation that they could pool up their

milk and work as a cooperati!e"

S*''+/ U : #$%&%' C*&%'+,* M+. M%&.*'+/ F**&%'+/

In 1<65, Jaira $istrict 0oFoperati!e Milk -roducersB Union built a plant to con!ert

surplus milk produced in the cold seasons into milk powder and butter" In 1<6;, a plant

to manufacture cheese and one to produce baby food were added" ubse&uent years

saw the addition of more plants to produce different products" In 1<97, the milk

societiesKdistrict le!el unions decided to set up a marketing agency to market their

 products" /his agency was the ujarat 0ooperati!e Milk Marketing %ederation

D0MM%E" It was registered as a coFoperati!e society on < @uly 1<97

D&R%$*/&% P&%7%

, the president of India laid the foundation on

N,*4;*& 1>3 19>!

"

S8&+ P%/+' J%=%8%&% N*8&#

, the prime minister of India

declared it open at Amul dairy on

N,*4;*& 203 19>>

"

COMPANY

PROFILE-THE TASTE OF INDIA3 AMUL

comes from the anskrit word Amoolya, means

 priceless" It was suggested by a &uality control expert in Anand and it was chosen

 because it was a perfect acronym for

A/%/ M+. U/+/ L+4+'*

" AMU was

formed under the dairy cooperati!e mo!ement in India in 1<5:" /he

A4# P%''*&/

has

established itself as a uni&uely appropriate model for rural de!elopment" Amul has

spurred the White .e!olution of India, which has made India the largest producer of

milk and milk products in the world"

 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 &uality milk and milk products" 0ontrary to the traditional system,

when the profit of the business was cornered by the middlemen, the system ensured

that the profit goes to the participants for their socioFeconomic enlistment and common

good" ooking back on the path tra!ersed by Amul, the following features make it

 pattern and model for emulation elsewhere"

Amul has been able toC

•

-roduce an appropriate blend of the policy makers farmers board of

management and the professionalsC each group appreciating its rotes and

limitations,

•

4ring at the command of the rural milk producers the best of the technology and

harness its fruit for betterment"

•

-ro!ide a support system to the milk producers without disturbing their agroF

economic systems,

•

-lough back the profits, by prudent use of men, material and machines, in the

rural sector for the common good and betterment of the member producers and

•

2!en though, growing with time and on scale, it has remained with the smallest

 producer members" In that sense" Amul is an example par excellence, of an

inter!ention for rural change"

AMUL

P=*& M+. 

M+. D&+/.7

A4# K M+.

S8%%.*

A4# K

A4# K C%:*

K K.

A delight to 0hocolate

o!ers" $elicious

0hocolate taste

N#'&%4# E/*&?

D&+/. 

A drink for Jids F

 pro!ides energy to suit

the needs of growing

Jids

A4# K C86%'*

M+. 

A4# K F%,#&*

B''* M+. 

A4# K F%,#&*

T*'&% P%6. 

A4# M%7'+ S+6*

B#''*&4+. 

Amul introduces the 4est

/hirst ?uenching $rink 

A4# S&%? I/:%/'

M+. F

till, Mothers Milk is

4est for your baby

A4# I/7'%/' F#

C&*%4 M+. P=*&

A dairy in your home

S%%& S.+44* M+.

P=*&

Which is especially

useful for diet

 preparations or for use by

 people on low calorie

and high protein diet"

S%%& T*% C::**

"8+'*/*&

A4#?% D%+&?

"8+'*/*&

/he .ichest, -urest

$airy Whitener 

F&*78 M+. 

A4# F&*78 M+. 

/his is the most hygienic

milk a!ailable in the

market" -asteurised in

stateFofFtheFart

 processing plants and

 pouchFpacked for

con!enience"

A4#  M+. 

A4# T%%@% D#;*

T/* M+. 

A4# L+'* S+4 %/

T&+4 M+. 

A4# F&*78 C&*%4

A4# S8%.'+ T/*

M+. 

C8**7*

A4# P%7'*#&+7*

P&6*77* C8**7*

1>> *egetarian 0heese

made from microbial

rennet

A4# C8**7* S&*%7

/asty 0heese preads in 7

great fla!ours""

A4# E44*/'% C8**7*

/he reat wiss 0heese

from Amul, has a sweetF

dry fla!our and ha#elnut

aroma

A4# P+@@% M@@%&*%

C8**7*

-i##a cheese"""makes great

tasting pi##asN

D*77*&'7

A4# I6* C&*%47

-remium Ice 0ream made

in !arious !arieties and

fla!ours with dry fruits and

nuts"

A4# S8&+.8%/

A delicious treat, anytime"

A4# M+'8%** #%;

J%4#/7

-ure Jhoya ulab

@amums"""best ser!ed

 piping hot"

A4# C86%'*7

/he perfect gift for

someone you lo!e"

F& C.+/

A4#  S%%& P#&* 8**

Made from fresh cream"

'as typical rich aroma and

granular texture" An ethnic

 product made by dairies

with decades of

experience"

C.+/ B#''*&

A4# M%%+ P%/**&

.eady to cook paneer to

make your fa!ourite

recipesN

U''*&? D*+6+#7 P+@@%

M+'8%+ M%'*

weetened 0ondensed

Milk F %ree flowing and

smooth texture" White to

creamy color with a

 pleasant taste"

M%7'+ D%8+

A4# L%77**

A4# B%7#/+

AMUL

MASCOT-ince 1<:9 O;P Amul products mascot has been the !ery recogni#able QAmul babyQ Da

chubby butter girl usually dressed in polka dotted dressE showing up on hoardings and

 product wrappers with the e&ually recogni#able tagline

Utterly Butterly Delicious

 Amul 

"/he mascot was first used for Amul butter" 4ut in recent years in a second wa!e

of ad campaign for Amul products, she has also been used for other product like ghee

and milk"

 Edited from an article by Mini Varma published in The AsiannAge on March 3 !""# 

T8* 4*' =8 #' A4# / I/+%7 ;&*%.:%7' '%;* $% years after it was first

launched Amul&s sale fi'ures have  (umped from !%%% tonnes a year in !"## to over

)$%%% tonnes a year in !""*+ ,o other brand comes even close to it+ All because a

thumb-si.ed 'irl climbed on to the hoardin's and put a spell on the masses+

ACHIEVEMENT-Amul AsiaBs largest dairy coFoperati!e was created way back in 1<5: to make the milk

 producer selfFreliant and conduct milkF business with pride" Amul has always been the

trend setter in bringing and adapting the most modern technology to door steps to rural

farmers"

Amul created history in following areasC

aE %irst self moti!ated and autonomous farmerBs organi#ation comprising of more

than 6>>>>>> marginal milk producers of Jaira $istrict"

 bE 0reated $airy coFoperati!es at !illage le!el functioning with milk collection

centers owned by them"

cE 0omputeri#ed milk collection system with electronic scale and computeri#ed

accounting system"

dE /he first and only organi#ation in world to get I3 <>>> standard for its farmers

coFoperati!es"

eE %irst to produce milk from powder from surplus milk"

Amul is the li!e example of how coFoperation amongst the poor marginal farmers can

 pro!ide means for the socioFeconomic de!elopment of the under pri!ileged marginal

farmers"

COMPANY IN

JAIPUR-As AMU products are old and is a!ailable at almost e!ery place in I($IA specially

4utter but (o! +9 +>>9 ujarat 0oFoperati!e Milk Marketing %ederation td

D0MM%E has launched Amul %resh Milk in @aipur" Which was another add up in the

 path of white re!olution" /hey touched se!eral area of @aipur though aras was the

leader of the market still this company ne!er let down" /hey are going to introduce

curd which was a big failure when they earliar introduced it in pouch" o ultimately

they stopped the supply" (ow in the summer curd is hot item to sell off and people are

asking for the stuff, so now they will further introduce it" Amul in @aipur is at nascent

stage so we can say that particularly milk and curd of AMU is under cash stage of

U/*& '8+7 BC MATRI5 I: I =+ '%.* '= &#6' *&:&4%/6* +/

J%+#&-1 A4# %/**&

It is under nascent stage so it will be in

#*7'+/ 4%&.

stage which says

that the product is at the growth stage of product life cycle



2 A4# 4+. 

It is under growth stage but with low market share so it will come under 

#*7'+/ 4%&.

though it is now two years of its launch but its taking

time to come out of this stage because of competitor aras which is gi!ing a

good fight "

! OBJECTIVE AND

SCOPE-+) OBJECTIVES OF THE REPORT

/he main objecti!e of the tudy can be listed as follows

A PRIMARY OBJECTIVE

1" /o find si#e of retail network of Amul -aneer in specific area of @aipur city" +" /o collect the information about the competitors

7" /o find customer beha!ior about Amul -aneer"

B SECONDARY OBJECTIVE

1"

++) SCOPE OF PROJECT

/he study carried out in @aipur city so its scope is mainly limited to @aipur city"

 It gi!es information about the si#e of the retail network"

  It gi!es information about the ser!ices gi!en by distributor to their retailer"

 It gi!es information about the competitorsB products"

 It will ser!e consumer in better manner"

 It pro!ides suggestions to the company to impro!e their products sales"

 It gi!es information about the sales promotion acti!ities to impro!e the -aneer sale"

METHDOLOGY-?uestions of this type offer the respondents an alternati!e to choose the right answer among others" It is faster, time sa!ing and less biased" It also simplifies the tabulating process"

OPEN END

UESTIONS-In this type respondents are free to answer in their own words and express the ideas they think are rele!ant, such &uestions are good as first &uestions or opening &uestions" /hey introduce the subject and obtain general reaction"

DICTHOMUS-/hese are the &uestions which are 4oolean in nature" DICTHOMUS-/hese answers are straightforward and

respondents ha!e to answer them in a straight way" /hat means the answer can only be either R)esS or TnoS"

RESEARCH DESIN

FOLLO"ED-$escripti!e .esearch is the research method used because descripti!e studies embrace a large

 proportion of market research" /he purpose is to pro!ide an accurate snapshot of some aspect of the market en!ironment" D*76&+'+,* &*7*%&68 is more rigid than exploratory research and seeks to describe users of a product, determine the proportion of the population that uses a product, or predict future demand for a product" As opposed to exploratory research, descripti!e research should define &uestions, people sur!eyed, and the method of analysis prior to beginning data collection" In other words, who, what, where, when, why, and how aspects of the research should be defined"

SAMPLIN TECHNIUE USED  SAMPLE SI<E - "HYG

ample design is a definite plan of obtaining some items from the whole population" /he sample design used in this project is two state sampling i"e" 0luster and con!enience" In the probability sampling methods, each items in the sample is chosen one at a time from a complete list of uni!erse elements" In marketing research practice, it will sometimes be more expedient to select clusters or groups of uni!erse elements, rather than to choose sample items indi!idually"

ampling methods in which uni!erse elements are chosen in groups FFFF rather than indi!idually FF are called clusterFsampling methods" /hey are widely used in the sampling of human populations" When

no complete uni!erse listing exists, a type of sampling is called area sampling may be the only  practically feasible form of probability sampling"

NONDISUISED3 STRUCTURED

TECHNIUES-/he non structured techni&ues for attitude measurement are primarily of !alue in exploratory studies, where the researcher is looking for the salient attributes of gi!en products and the important factors surrounding purchase decisions as seen by the consumer" tructured techni&ues can pro!ide a more objecti!e measurement system, one which is more comparable to a scale or a yardstick" /he term scaling has been applied to the efforts to measure attitudes objecti!ely, and a number of useful scales ha!e been de!eloped"

SAMPLIN

METHODS-ample design is a definite plan of obtaining some items from the whole population" /he sample design used in this project is two state sampling i"e" cluster sampling and con!enience sampling" /he whole city was di!ided into some geographical areas and I ha!e chosenM%,+?% N%%&3 J%%'#&%

CLUSTER

SAMPLIN-'ere the whole area is di!ided into some geographical area and a definite number of consumers were to be sur!eyed"

CONVINIENCE

SAMPLIN-/his type of sampling is chosen purely on the basis of con!enience and according to con!enience" I !isitedS#*&7'&*7 and?4/%7+#4

SAMPLIN-1" ampling /echni&ue C (on probability sampling

DA non probability sampling techni&ue is that in which each element in the

 population does not ha!e an e&ual chance of getting selectedE

retailer , stores, etc

7" ample si#e C +>> respondents DAge ranging  between 1 yrs to >0 yrsE

5" Method C $irect inter!iew through &uestionnaire"

6" $ata analysis method C raphical method"

:" Area of sur!ey C @aipur $istrict"

9" /iming of sur!ey C <">> am to 1+"7> pm and 5">> pm to 9">> pm

FIELD "ORK- METHOD USED FOR DATA COLLECTION

• ?uestionnaire was prepared keeping the objecti!e of research in mind"

• ?uestions were asked to respondents as regards to their willingness to purchase -aneer" • /he help of &uestionnaires conducted direct inter!iews, in order to get accurate information" • In order to get correct information I had to approach consumers ranging from1> ?&7 ' >0

?&7

• I !isited as many respondents as I can and asked them their real likings about paneer and also

got an idea, 8= % P%/**& 78# ;*G

• It is really a H*&6#*%/ task to understand 0onsumer 4eha!ior, as the definition suggest,

“Consumer behavior is a physical activity as well as decision process individual engaged in when evaluating, acquiring, using and disposing goods and services”.

• In order to collect accurate information I !isited to 84*3 7'&*73 S87" 2ach and e!ery

&uestion was filled personally by the respondents and checked properly"

• -eople were not willing to answer, when they were contacted between 1">> pm to 6">> pm,

the time when most of the people take rest during the scorching heat"

> RESULT AND

1 "8+68 : '8* :=+/ P%/**& B&%/7 C4*7 ' ?#& 4+/ :+&7' (P*%7* &%/. T8*4 / % 76%* : 1->31 ;*+/ 8+8 &*6% %/ > ;*+/ '8* =*7' &*6%)

iE Amul iiE aras

iiiE .eliance pure i!E otus

!E (on 4randedDlossely soldE

INTERPRETATION

• /he abo!e graph shows aras -aneer stand at 1 rank in @aipur, saras is an coFoperati!e

 brand and more popular in .ajasthan in comparison to other dairy product"

2 D ?# #&68%7* A4#

P%/**&-iE )es iiE (o

INTERPRETATION

• /he abo!e graph shows that <+ of people are aware about Amul -aneer and

-urchase that Amul paneer "

• 3nly ; ne!er tried for amul paneer"

 I: N3 '8*/ =8+68 '8*& P%/**& B&%/ ?# &*:*& ' ;#?

(P*%7* &%/. '8*4 / % 76%* : 1-!31 ;*+/ :+&7' &%/. %/ ! ;*+/ '8* %7' &%/.)

iE aras

iiE .eliance pure iiiE otus

i!Eoose packed paneer

INTERPRETATION

• /hat graph shows the ranking of the paneer brand other then amul, the customer who not

 purchase paneer gi!e saras as 1 rank"

! F&4 =8+68 /* 4*+% ?# ' '8* +/:&4%'+/ %;#' '8* A4# P%/**& 4%+/?G (P*%7* &%/. '8*4 / % 76%* : 1->31 ;*+/ :+&7' &%/. %/ > ;*+/ '8* %7' &%/.)

iE (ewspaper iiE Maga#ines iiiE .adio i!E -amphlets !E hop keeperBs

INTERPRETATION

• /hat graph shows the influence of different media on the purchasing beha!ior of customer" In

this shopkeeper mainly help the customer to choose the paneer"

• -amphlet and other ad!ertisement material also persuade the customer to purchase the specific

 brand but customer mainly belie!e on shopkeeper, so to push the product through the shopkeeper help is main factor to get good market share"

> P#' R+8' 4%&. +/ :&/' : :*%'#&*7 : +::*&*/' %/**&

%66&+/?-ATTRIBUTE COMPANY

SARAS AMUL RELIANCE

  PURE   LOTUS "ITHOUT PACKAIN -.I02   /A/2 -A0JAI( A*AIA4II/) '2% I%2

%)

S%&%7-INTERPRETATION

• /hat graph is showing the effect of different parameter on the sale of saras paneer" ItBs on 1

rank in a!ailability and price"

• aras is main competitor brand of amul paneer and by a!ailability and reasonable price itBs on

1 rank gi!ing good fight to amul paneer"

• /aste and packaging of saras paneer not so good thatBs why these points came at last rank"

;) A4#

INTERPRETATION

• /aste of amul paneer liked by customer mainy and gi!ing that factor 1 rank" -ackaging of

amul paneer also satisfactory"

• A!ailabilty of amul paner is less thatBs why it gi!es as 5 rank , packaging of amul paneer is an

• helf life of amul paneer which is : month is not considered by customer, customer not prefer

more then 1 month old paneer"

6) R*+%/6* P#&*

INTERPRETATION

• -ackaging of reliance paneer is good in comparison to other brnad paneer" It get 1 rank in

 packaging and the taste and price factor also similar in reliance paneer"

• A!ailabilty of reliance paneer also low" $ue to a!ailabilty it not in condition to gi!e

copetetion to amul paneer"

) L'#7

• A!ailabilty is also a!ergae in lotus paneer, thatBs why it is gi!ing good copetition,

 packaging of lotus paneer is not too attracti!e"

• /aste of lotus paneer also not too good"

*) L7* %6.+/

INTERPRETATION

• oose packing paneer generally a!ailable at sweet shops, at the time of festi!al season the

demand of paneer goes high at that time they are the main player in market to supply paneer"

• 4y a!ialabilty point of !iew lose pack paneer get 1 rank because itBs easily a!ailable near by

sweet shopBs" price of that paneer also low in comparison to other branded paneer because there less expenditure"

•  (o packaging or improper packaging gi!e it 6 rank in packaging, shelf life of loose pack

 paneer is a!erage thatBs not gi!en more consideration by consumer"

 F&4 =8*&*  ?# P#&68%7* P%/**&G (P*%7* &%/. '8*4 / % 76%* : 1->3 1 ;*+/ 8+8 &*6% %/ > ;*+/ '8* =*7' &*6%)

iE rocery shop iiE Amul -arlor iiiE Milk booth

INTERPRETATION

• -eople like to purchse paneer from milk booth and grocery shop"

• Milk booth get 1 rank, less number of people goes to amul parlor to purchase paneer" • 3ther place to purchase paneer also less preferred by the customer"

 H= 4#68 #%/'+'? : P%/**&  ?# 6/7#4* *& 4/'8G

iE ess than 1 kg iiE 1 kgF6 kg

iiiE 6kgF1> kg i!E More than 1> kg

INTERPRETATION

• -urchase of paneer per month is 1kgF6kg mainly, itBs 5+ of total" • 3nly +9 customer likes to buy less than 1 kg paneer paneer per month"

• 3nly 1> customer like to buy more than 1> kg per month"

 "8+68 :&4 : P%/**& ?# +.* 4%+/?G

iE 4lock -aneer iiE -eaces -aneer

• Amul is gi!ing the peaces paneer for differentiate the product from competitor, but customer

not ready to change their beha!ior"

• 3nly 7+ customer like peaces paneer, that shows more ad!ertisement is needed to aware the

customer about a!ailability of peaces paneer in amul"

9 D*7 / 78*: +:* : A4# P%/**& &4'7 ?# ' ;#? 4&* #%/'+'? : &#6'G

iE )es iiE (o

INTERPRETATION

• ix months long shelf life also a product differentiation factor of amul paneer, but customer

mind is set to purchase only fresh paneer"

• ong shelf life is an beneficial factor for shopkeeper to store paneer for long time with risk of

obsolete the product

• 0ustomer always wants to buy fresh product so long shelf life doesnBt matter for customer"

10Y# &*:*& ' ;#? '8* &#6' =+'8+/ 8= 4%/? %?7 :&4 '8* 4%/#:%6'#&+/ %'*

iE 1 months iiE + months

INTERPRETATION

• /hat shows the customer like and dislikes purchasing the long shelf life product, but customer like to

 purchase only fresh product"

• arge number of customer only like to buy the product 1 month old product, !ery less number of

customer like to purchase paneer more than 7 month old"

11P*%7* P#' R+8' 4%&. (%66&+/ ' ?#& +/+/ ;*= +,*/ 7%6*- (A- A&**3 DA- D+7%&**3 SA- S'&/? A&**3 SDA- S'&/? D+7%&**)

%) #%+'? : A4# P%/**& +7

INTERPRETATION

• Amul is an brand which is mainly known for its better &uality, in this sur!ey the customer also

agree with that thing"

•  (early :6 customers find &uality of amul paneer satisfactory" *ery less number customer is

disagree with that amul paneer &uality not good"

;&%/-INTERPRETATION

• /hat thing well known that amul is a good brand and its brand image better than other player

in market"

•  (early 96 customers in between 1;5 agree with that point of !iew"

• Amul ha!e a good image in its other product thatBs why it ha!e better brand image in

comparison to its competitor"

6) A4# P%/**& P%6.%+/ +7

INTERPRETATION

• Amul paneer a!ailable in plastic tetra pack which is not mainly like by customer, amul ha!e

fro#en paneer so this packging is necessary but customer not like that type of packaging"

• Amul paneer packaging not able to attract large number of customer"

INTERPRETATION

• ong shelf life is an differentiating factor for amul paneer, no other paneer brand is able to

gi!e six months long shelf life"

• Amul gi!ing fro#en paneer so it can possible to gi!e six months long shelf life"

*) M&* F%' %/ P&'*+/ +/ A4# P%/**& +,* ?# 6#7'4*&

INTERPRETATION

• Amul is gi!ing more fat containing paneer in comparison to itBs competitor, more amount of

 paneer make it more tasty in comparison to other paneer brand"

• -aneer is good source for protein, more amount of fat and protein gi!e more customer delight

AnsF /he main suggestion gi!en by customer about &uality of paneer is that it remain !ery tight at time of use, the reason of that complaint is due to fro#en paneer" Its nature of fro#en paneer to remain !ery tight till the +F7 hr of kept it in open area" Amul make a!ailable fro#en paneer for long shelf life but due to lack of product education in customer it not used n proper manner" It is necessary to keep the amul paneer in open are before +F7 hr of using then it will come in normal condition"

3ther main complaint about the a!ailability of amul paneer a!ailable at limited shops so some time customer ha!e to purchase some other brand of paneer"

 DISCUSSION AND

%)

LIMITATIONS OF THE

RESEARCH-• /he sur!ey is limited only for two areas of jaipur city"

• /ime period of the project was ; weeks, which may not be enough to understand the whole

market"

• ample si#e D+>>E of project was too small as compare to total area co!ered" _.

•  (onFcooperati!e approach and rude beha!ior of the respondents"

;)

 MY

FINDINS-• $uring the sur!ey it was found that still there are  people who ha!e not usedA4#

P%/**&

• L%.* : A=%&*/*77 in consumers" Many people are not known aboutA4# P%/**&

• When I inter!iewed people then many of the people cannot recallA4# P%/**&

ad!ertisement" It shows L%.* : A,*&'+7*4*/' or  %,*&'+7*4*/' +7 /' '+4*? +,*/ or

%,*&'+7*4*/' +7 /' +,*/ / &+8' '+4*

• In its ad!ertisement is /' #7+/ %/? ;&%/ %4;%77%& which attracts all age group people

like S%&%7

• /here is lack of S%*7 P&4'+/% A6'+,+'+*7 i"e" free tattoo, extra weight, toys, &ui# contest

etc"

• aras is main competitor and strategically better performer then Amul"

• I find the main thing is that “A4#” brand name has !ery good image in consumerBs mind

and they consider it as P#&*   P&#6'

6)

SUESTIONS-• In order to maintain and increase the sales in the city of $%+#&3 the following

recommendations regarding Amul paneer particularly regarding ad!ertisement, distribution,  promotional policies, etc, are hereby suggestedC

• %irst and foremost Amul should take proper action in order to impro!e ser!ice, because

although being on a' 7' in 4utter and chocolate supplies it does not get the sales in  paneer, which it should get"

• 0ompany should use brand ambassador which attracts each age segment i"e" ushil kumar,

Jhali, *ijendar kumar, $ara singh etc"

• Amul should gi!e local ad!ertisements apart from the ad!ertisements gi!en at the national

le!el" ocal ad!ertisement must mention the exclusi!e Amul shops of the city"

• /ry and change the perception of the people through=& : 4#'8 about Amul in

ad!ertisements, because they are the best source to reach 0ustomer"

• /hough Amul -aneer ad!ertisements are rarely shown on tele!ision yet many people could

recall it as per the data of research" It shows that there is only need to gi!e ad!ertisement only to rememori#e customers" 4ecause Amul is !ery strong brand name"

• 0ompany should launch -aneer in new%''&%6'+,* ::*&7 to change image of Amul -aneer in

consumers mind"

• 0ompany should introduce7%*7 &4'+/ 768*4*7 like free powder, pour, tattoo, contest,

free gifts etc"



CONCLUSION-As we know that A4# is !ery big organi#ation and market leader in dairy products" It has maximum market share in Milk, 4utter and 0heese, which are its mainKcore products" As we know Amul is a coFoperati!e organisaion but chocolate industry is a profitable industry we canBt ignore it" With the help of research, company can find out its week points in paneer product and can increase its market share through rectify mistakes" -eople ha!e belie!ed inA4#7 &#6' and they will accept its  paneer also if effecti!e actions were taken"

T8* 7#&,*? &*7#'* +/' :=+/ 6/6#7+/7 

• Amul must come up with /*= &4'+/% %6'+,+'+*7 such that people become aware about

A4# paneer likeSARAS3 LOTUS3 RELIANCE

• ?uality is the dominating aspect which+/:#*/6*7 6/7#4*& to purchase Amul product, but

&4' %,%+%;++'? of other chocolate brands and%&*77+,* &4'+/% %6'+,+'+*7 by others influences the consumer towards them and also leads to increase sales"

• In comparison to Amul -aneer, the other players such asSARAS pro!ide a;*''*&

%,%+%;++'? and gi!e competition to the hilt"

• -eople are mostly 7%'+7:+* with the o!erall &uality of Amul -aneer, but for the existence in

the local market Amul must use aggressi!e selling techni&ues"

• -roper customer education is needed because amul paneer is fro#en paneer so it remain !ery

tight if it kept out of free#er just before using, so customer must be educated to use it in right manner 

• A!ailability of amul paneer is too low, !ery less customer wants to buy amul paneer but it



BIBLORAPHY-iE

UESTIONNAIRE

MARKET SURVEY TO UNDERSTAND CUSTOMER PERCEPTION ABOUT AMUL PANEER

NAME - VVVVVV VVVVV VVVVVV

%irst Middle ast

AE F VVVVVVV

• P*%7* #' &+8' 4%&. %66&+/?F

 ENDER - Male %emale

OCCUPATION - 'ousewife -rofessional

tudent 3ther

?1" Which of the following -aneer 4rands 0omes to your mind first D-lease rank /hem on a scale of 1F6,1 being high recall and 6 being the lowest recallE iE Amul

iiE aras

iiiE .eliance pure i!E otus

!E (on 4randedDlossely soldE

?+" $o you purchase Amul -aneerF iiiE )es

i!E (o

?7" If (o, then which other -aneer 4rand you prefer to buy

D-lease rank them on a scale of 1F5,1 being first rank and 5 being the last rankE

iE aras iiE .eliance pure

?5" %rom which one media you got the information about the Amul -aneer mainlyH

D-lease rank them on a scale of 1F6,1 being first rank and 6 being the last rankE

iE (ewspaper iiE Maga#ines iiiE .adio i!E -amphlets !E hop keeperBs

?6" -ut .ight mark in front of featureBs of different -aneer brands accordinglyCF

?:" %rom where do you -urchase -aneerH D-lease rank them on a scale of 1F6, 1 being high recall and 6 being the lowest recallE

!E rocery shop !iE Amul -arlor !iiE Milk booth

i!E 3ther place

?9" 'ow much ?uantity of -aneer do you consume per monthH

ATTRIBUTE COMPANY SARAS AMUL RELIANCE

  PURE "ITHOUT PACKAIN -.I02   /A/2 -A0JAI( A*AIA4II/) '2% I%2 6+

iE ess than 1 kg iiE 1 kgF6 kg

iiiE 6kgF1> kg i!E More than 1> kg

?;" Which form of -aneer you like mainlyH

iiE 4lock -aneer iiiE -eaces -aneer

?<" $oes long shelf life of Amul -aneer prompts you to buy more &uantity of productH iE )es

iiE (o

?1>")ou prefer to buy the product within how many days from the manufacturing date !E 1 months iiE + months

iiiE 7 months i!E More than 7 months

?11-lease -ut .ight mark Daccording to your opinion below gi!en spaceF

?1+" Any other suggestions for impro!ing the &uality of Amul -aneerF

     

  STATEMENTS

STRONLY   AREE

AREE N*#'&% DISAREE STRONLY DISAREE

aE ?uality of Amul -aneer is satisfactoryF  bE 4rand image of Amul -aneer is better

than other brandF

cE -ackaging of Amul -aneer is goodF

dE ix months long shelf life of Amul -aneer  make it uni&ue product in this category eE )our are delighted because of rich -roteins and %at in Amul -aneer