MARKET SURVEY REPORT

ON

MARKETING STRATEGIES OF

“AMUL ICE-CREAMS”

IN PARTIAL FULFILLMENT OF DEGREE OF BUSINESS ADMINISTRATION

M.J.P.R.U BARIELLY
(2008-2011)

SUBMITTED TO: - SUBMITTED BY:-

RAJIV BHANDARI SIR POOJA SHARMA
FACULTY-IIMS B.B.A IV-C
ROLL NO: - 915606
 PREFACE

The B.B.A programme is well structured and integrated course of business

studies. The main objective of project at B.B.A level is to develop skill in
student by supplement to the theoretical study of business management in
general. This project helps to gain real life knowledge about the industrial
environment and business practices. The B.B.A programme provides
student with a fundamental knowledge of business and organizational
functions and activities, as well as an exposure to strategic thinking of
management.

In every professional course, project is an important factor. Professors give

us theoretical knowledge of various subjects in the college but we are
practically exposed of such subjects when we get the project in the
organization. It is only the project through which I come to know that what
an industry is and how it works. I can learn about various departmental
operations being performed in the industry, which would, in return, help
me in the future when I will enter the practical field.

During this project I got a lot of experience and came to know about
the management practices in real that how it differs from those of
theoretical knowledge and the practically in the real life.

In today’s globalize world, where cutthroat competition is prevailing in the

market, theoretical knowledge is not sufficient. Beside this one need to
have practical knowledge, which would help an individual in his/her carrier
activities and it is true that “Experience is best teacher”.
 ACKNOWLEDGEMENT

With immense pleasure, I would like to present this project report for
Amul ICE CREAMS. It has been an enriching experience for me to
undergo my summer training at AMUL, which would not have possible
without the goodwill and support of the people around. As a student of
Invertis Institute of Management Studies I would like to express my
sincere thanks too all those who helped me during my practical training
programme.

At last but not least my grateful thanks is also extended to Mrs. PRACHI
PATHAK MAM (coordinator, bba) and my thanks to all my faculty
members for the proper guidance and assistance extended by them. I am
also grateful to my parents, friends,
However, 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 my notice.

(POOJA SHARMA)
 CERTIFICATION

This is to certify that Mr xyz student of B.B.A 6th sem

, has prepared his market survey report under my guidance for the
fulfillment of degree of Bachelor of Business Administration (B.B.A)
from M.J.P ROHILKHAND UNIVERSITY.

PROF. ARPAN KHASTGIR MR. TARUN GUPTA SIR

DIRECTOR-IIMS FACULTY-IIMS
 CONTENTS

Sr. Chapter Name Page No.

No.

1. Introduction & History 7

2. Marketing Research 17

3. Research Design 21

4. Limitations 45

5. My Findings 46

6. Suggestions 47

7. Conclusion 48

8. Bibliography 49
 ANAND MILK UNION LIMITED

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”).

In the early 40’s, 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.
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 agro-economic 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.
 PLANTS

First plant is at ANAND, which engaged in the manufacturing of milk,

butter, ghee, milk powder, flavored milk and buttermilk.

Second plant is at MOGAR, which engaged in manufacturing chocolate,

nutramul, Amul Ganthia and Amul lite.
Third plant is at Kanjari, which produces cattelfeed.
Fourth plant is at Khatraj, which engaged in producing cheese.

Today,
twelve
dairies
are producing different products under the brand name Amul. Today Amul
dairy is no. 1 dairy in Asia and no. 2 in the world, which is matter of
proud for Gujarat and whole India.
 BOARD MEMBERS

Shri Ramsinh Prabhatsinh

Chairman
Parmar
Shri Rajendrasinh Dhirsinh
Vice-Chairman
Parmar
Shri Dhirubhai Amarsinh Zala Director
Smt. Mansinh Kohyabhai
Director
Chauhan
Shri Maganbhai Gokalbhai
Director
Zala
Shri Shivabhai Mahijibhai
Director
Parmar
 Shri Pravinsinh Fulsinh
Director
Solanki
Shri Chandubhai Madhubhai
Director
Parmar
Shri Bhaijibhai Amarsinh Zala Director
Shri Bipinbhai Manishankar
Director
Joshi
Smt. Sarayuben Bharatbhai
Director
Patel
Shri Ranjitbhai Kantibhai
Director
Patel
Managing
Shri B. M. Vyas Director
G.C.M.M.F
District
Shri Deepak Dalal
Registrar
Managing
Shri Rahul Kumar
Director

PRODUCTS

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. 67.11 billion in 2008-09). Today Amul is a symbol
of many things. Of 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' organisation. And of a proven model for dairy development.
Bread Spreads
Amul Butter Amul Lite
Utterly Butterly Delicious 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 Amul Kool Chocolate

A drink for Kids - provides Milk
energy to suit the needs of
growing Kids
 Amul Kool Flavoured Amul Kool Flavoured
Bottled Milk Tetra Pack

Amul Masti Spiced Amul Lassee

Buttermilk
Amul introduces the Best Thirst
Quenching Drink

Amul Kool Thandai 

Powder Milk
Amul Spray Infant Milk Amul Instant Full
Food Cream Milk Powder
Still, Mother's Milk is Best for A dairy in your home
your baby
 Sagar Skimmed Milk Sagar Tea Coffee
Powder Whitener
Which is especially useful for diet
preparations or for use by
people on low calorie and high
protein diet.

Amulya Dairy Whitener    

The Richest, Purest Dairy
Whitener

Fresh Milk
Amul Fresh Milk Amul Gold Milk
This is the most hygienic milk
available in the market.
Pasteurised in state-of-the-art
processing plants and pouch-
packed for convenience.

Amul Taaza Double Amul Lite Slim and

Toned Milk Trim Milk

Amul Fresh Cream Amul Shakti Toned

Milk

Amul Calci+ Amul Buttermilk

Cheese
Amul Pasteurised Amul Cheese Spreads
Processed Cheese Tasty Cheese Spreads in 3 great
100% Vegetarian Cheese made flavours..
from microbial rennet

Amul Emmental Cheese Amul Pizza Mozzarella

The Great Swiss Cheese from Amul, Cheese
has a sweet-dry flavour and Pizza cheese...makes great tasting
hazelnut aroma pizzas!

Gouda Cheese

For Cooking
Amul / Sagar Pure Ghee Cooking Butter
Made from fresh cream. Has typical
rich aroma and granular texture.
An ethnic product made by dairies
with decades of experience.
 Amul Malai Paneer Utterly Delicious Pizza
Ready to cook paneer to make your
favourite recipes!

Mithai Mate Masti Dahi

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

Pro-biotic Dahi    

Desserts
 Amul Ice Creams Amul Shrikhand
Premium Ice Cream made in A delicious treat, anytime.
various varieties and flavours with
dry fruits and nuts.

Amul Mithaee Gulab Amul Chocolates

Jamuns The perfect gift for someone you
Pure Khoya Gulab Jamums...best love.
served piping hot.

Amul Basundi

Health Drink
Nutramul Amul Shakti Health
Malted Milk Food made from Food Drink 
malt extract has the highest Available in Kesar-Almond and
protein content among all the Chocolate flavours.
brown beverage powders sold
in India.

FUTURE PLANS
 Amul to foray into bottled water

To capitalise on its tremendous brand equity

and offset the margin pressure on the dairy
business, Amul is planning to foray into the
bottled water segment starting with its home
state, Gujarat.
The brand name of the water shall be
‘Narmada Neer’ to capitalise on the sacred status of Narmada river in
Gujarat. It would be available in 200ml pouches, 1 litre, 5 litre and 20 litre
PET bottles.
If the product get accepted in Gujarat, the venture would be extended to
other states in Indian and then Amul could piggy back on its extensive retail
network of five lakh outlets across the country.
Bottled water could otherwise provide good margins and the profits from
the venture would be primarily used for welfare of families in the Amul’s
dairy trade. 10 years back, Amul did take a shot at bottled water through
‘Jaldhara’ which was produced by NDDB. However the venture failed owing
to less demand for packaged water in market.
But with this market growing bigger and expected to grow at 40% every
year, Amul is surely going to benefit. Another positive for the company is
that 40% of total national market for packaged bottled drinking water is in
western India, which Amul is exploring initially.
But going by scale and investments of Amul, it would seem that the venture
would be albeit on a shorter scale and done only to fulfill corporate social
responsibility.

Amul Hits of 2010 - 2011

Management of a Gymkhana in Mumbai, evicted a trangender activist from a dinner party hosted by one of its
member- April'10

Taxpayers receive erroneous recovery notice from the I.T. Department due to an error in software. - April'10

U.S. President Obama assures Indian P.M. Manmohan Singh of access to American Jihadi - Headley
- April'10
 Controversy over the newly formed Kochi team for Indian Premier League 4 - April'10

Volcanic ash from Iceland leads to closure of European airspace disrupting flights world-wide - April'10

Controversy surounding the IPL Commissioner- April'10

Amul Preferred Outlets

Amul has justified its undisputed leadership in foods business by creating 5000 Amul preferred
outlets in a record time which exclusively sell wide range of Amul products. This has been
possible due to strong brand equity and immense consumer support. We now have now
ambitious plans of creating 10,000 Amul parlours by 2012.

Amul Parlours are successfully operating in more than 1400 towns at high streets, residential
areas, Railway Stations, Bus Stations, Educational Institutions and a whole lot of Centres of
Excellence.

Here is a list of the few of the Amul parlours operating across the various parts of the country

1. Indian Institute of Management, Ahmedabad

2. New Delhi Railway Station PF6/7 & PF10/11
3. National Institute of Design
4. Infosys Technologies in Bangalore, Mysore & Pune
5. Wipro, Bangalore
6. Indian Institute of Management, Kolkata
7. Ahmedabad Airport
8. Koyambedu Bus Station, Tamilnadu
9. Savitha Dental College, Chennai
10. IIT, Guwahati

"Amul Preferred Outlets (APOs)” are an excellent business opportunity for budding
entrepreneurs. To create your APO you just need to visit www.amul.com and follow the Amul
parlour link for online application

Exports
GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading House"
status. GCMMF has received the APEDA Award from Government of India for Excellence in
Dairy Product Exports for the last 11 years.

The major export products are:

Consumer Packs

 Amul Pure Ghee

 Amul Butter
 Amul Shrikhand
 Amul Mithaee Gulabjamun
 Nutramul Brown Beverage
 Amul Cheese
 Amul Malai Paneer
 Amul UHT Milk (Long Life)
 Amul Gold Milk
 Amul Taaza Double Toned Milk
 Amul Lite Slim and Trim Milk
 Amul Fresh Cream

Bulk Packs

 Amul Skimmed Milk Powder

 Amul Full Cream Milk Powder

Many of our products are now available in the USA, Gulf Countries and Singapore.
 MARKETING RESEARCH

Marketing research plays an important role in the process of

marketing. Starting with market component of the total marketing talks. It
helps the firm to acquire a better understanding of the consumers, the
competition and the marketing environment.

DEFINITION

“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.
- Phillip Kotler.

MAIN STEPS INVOLVED IN MARKETING RESEARCH

Defining the Marketing Problem to be tackled and identifying the market

research problem involved in the task.

(1) Define the problem and its objectives.

(2) Identify the problem.
(3) Determine the information needed.
(4) Determine the sources of information.
(5) Decide research methods.
(6) Tabulate, Analyze and interpret the data.
(7) Prepare research report.
(8) Follow-up the study.
(1) Define the problem and its objectives :- This includes
an effective job in planning and designing a research project that
will provide the needed information. It also includes the
establishment of a general framework of major marketing
elements such as the industry elements, competitive elements,
marketing elements and company elements.

(2) Identify the problem :- Identifying the problem involves

getting acquainted with the company, its business, its products
and market environment, advertising by means of library
consultation and extensive interviewing of company’s officials.

(3) Determining the specific Information needed :- In

general the producer, the manufacturer, the wholesaler and the
retailer try to find out four things namely :-

(1) What to sell

(2) When to sell
(3) Where to sell
(4) How to sell

(4) Determine the sources of information :-

(a) Primary Data :- Primary datas are those which are

gathered specially for the project at hand, directly –
e.g. through questionnaires & interviews. Primary
data sources include company salesman, middleman,
consumers, buyers, trade association’s executives &
other businessman & even competitors.
(b) Secondary Data :- These are generally published
sources, which have been collected originally for
some other purpose. Source are internal company
records, government publication, reports &
 publication, reports & journals, trade, professional
and business associations publications & reports.

(4) Decide Research methods for collecting data :- If it is

found that the secondary data cannot be of much use, collection of
primary data become necessary. Three widely used methods of
gathering primary data are

A) Survey
B) Observation
C) Experimentation

A) Survey Method: - In this method, information gathered

directly from individual respondents, either through personal interviews or
through mail questionnaires or telephone interviews.

B) Observation Method: - The research data are gathered

through observing and recording their actions in a marketing situation. This
technique is highly accurate. It is rather an expensive technique.

C) Experimental Method: - This method involves carrying out a

small scale trial solution to a problem, while at the same time, attempting
to control all factors relevant to the problem. The main assumption here is
that the test conditions are essentially the same as those that will be
encountered later when conclusions derived from the experiment are
applied to a broader marketing area.

D) The Panel Research: - In this technique the same group of

respondents is contacted for more then one occasion; and the information
obtained to find out if there has been any in their taste demand or they
want any special quality, color, size, packing in the product.
 a) Preparation of questionnaire
b) Presetting of questionnaire
c) Planning of the sample

(5) Tabulate, Analysis and Interpret the Data :-

The report must give/contain the following information:-

a) The title of research

b) The name of the organization for which it has been
Conducted
c) The objectives of research
d) The methodology used
e) Organization and the planning of the report
f) A table of contents along with charts and diagrams used in the
reports
g) The main report containing the findings
h) Conclusion arrived at end recommendations suggested
i)Appendices (containing questionnaire / forms used sample
design, instructions.)

(6) Follow-up the study :- The researchers, in the last stage, should
follow up this study to find if his recommendation are being implemented
and if not, why
 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 CHOCOLATE.

 Seek the general perception of consumer towards AMUL

CHOCOLATE.

 To find the performance of AMUL CHOCOLATE vis-à-vis other

Brands.

 To know the consumer psyche and their behaviour towards AMUL

CHOCOLATE.
2. RESEARCH OBJECTIVES & related sub objectives

 To know the relationship of sales with the advertisement.

 To know awareness of people towards Amul chocolates.

 To know in which segment chocolates are mostly like/preferred.

 To know which advertisement tool is mostly preferred by people.

 To know the preference of Amul chocolates with comparison to

Other competitive brands.

 To know the factors which affects consumer’s buying behaviour

to purchase chocolates.
3. Information requirement

 First, I had to know about all the competitors present in the

chocolate
segment (Reputed and well established brands as well as Local
brands).

 Before going for the survey I had to know the comparative packs and
prices of all the competitors existing in the market.

 Since chocolate is a product that attracts children and youngsters

hence I had to trace the market and segment it, which mainly deals
with people of various age groups.

 As chocolate is different product, the main information needed is the

various types of chocolates available in the market, their calorific
value and various other facts. They can be termed as :

 As Amul chocolate advertisements are mainly done through

hoardings but on television the advertisement is being telecasted
timely and on the proper time or not.
 AMUL CHOCOLATE is made from Sugar, Cocoa Butter, Milk
Solids,
Chocolate mass.

Composition:
 Milk Fat 2%
 Sugar 55%
 Total Fat 32.33%
(Milk Fat + Cocoa Fat)
  Cocoa Solids 7.5%

 Milk Solids 20%

4. 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.
5. RESEARCH INSTRUMENT USED - DETAILS & WHY?

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:

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’.
6. 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 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 city sampling i.e.
cluster sampling and convenience sampling. The whole bareilly city was
divided into some geographical areas. The total sample size was 70.

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 college.
 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
chance of getting selected)

2. Sample Unit : People who buy chocolates available

in retail outlets, superstores, etc

3. Sample size : 70 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 : bareilly city.

FIELD WORK- METHOD USED FOR DATA COLLECTION

 Questionnaire was prepared keeping the objective of research in

mind.

 Questions were asked to respondents as regards to there willingness

to purchase Chocolates.

 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.

 I visited as many respondents as I can and asked them their real

likings about any chocolate and also got an idea, How a chocolate
should be?

 It is really a Herculean task to understand Consumer Behaviour, as

the definition suggest, “Consumer behaviour 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 Gymnasium, 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

[1] What kind of Chocolate do you eat?

Branded 92 %
Non branded 08%

INFERENCE
92% respondents in the region of Ahmedabad consume Branded
Chocolates, while 8% still consume non branded.

[2] Who uses chocolates in your family?

Children 34 %
Teenager 33 %
Young 26 %
Old 07 %

CHOCOLATE USERS

7%

35% Children
26%
Teenager

Young

Old

33%

INFERENCE

Mostly children & teenagers likes chocolates in their families. So we should

give stress on children & tenager segment to increase market share. Young
people also using chocolates for consuming & for giving as a gift.
[3] What form of Chocolate do you like?

Cookies 14%
Bar 60%
Wafer 20%
Other 06%

INFERENCE

The above diagram suggest that the most preferred form is bar i.e. 60%,
followed by wafer i.e. 20%, Cookies are all time favorites with
14% while other forms are preferred to the extent of 6%.
[4] Which Television channel you like to watch most?

STAR 100
ZEE 15
SONY 30
CARTOON 30
Others 25

T.V.CHANNEL PREFERENCE

Others
25

Cartoon
30

Sony
30

Zee
15

100

Star

0 20 40 60 80 100 120

INFERENCE

Mostly people like STAR channel. This channel is very popular among all
the age group people. SONY & CARTOON channels are also popular but
not as STAR. In other channels sports and news channels are preferred.
CARTOON channel is specially preferred by children. So it will be more
beneficial top give advertisements on STAR & CARTOON channels, it covers
all the age groups.

[5] In between what time you like to watch television?

Timings _____________

5 to 8 pm 33 %
8 to 11 pm 37 %
Late Night 10 %
Morning 15 %
Afternoon 05 %

TIMING PREFERENCE

5% 5 to 8pm
15% 8 to 11pm
33%
10% Late night

Morning

38% After noon

INFERENCE

From the survey it was found that 37% of the respondents likes to watch
T.V. after 8 pm to 11 pm. Because Mostly people belong to service class &
females in the families got their work by this time. At 5 to 8 pm 33%
respondents in which especially children watch cartoon channel & etc. so it
is good to advertise on preferred channels on these timings.

[6] By which media you prefer to watch advertisements?

Television 67 %
Hoardings 17 %
Newspapers 08 %
Magazines 05 %
Others (Mention) 03 %

MEDIA PREFERENCE TO WATCH ADVERTISEMENT

5%3%
8% Television

Hoardings
18% Newspapers

Megazines
68%
Others

INFERENCE
Mostly people like to watch an advertisement through Television because
most of them belongs to service class. Children are getting attracted
through advertisement on television and hoardings. Company tries to give
attractive advertisement through T.V. and hoardings because
advertisement through hoardings is less costly.

[7] What factors effects you in a chocolate advertisement?

Brand ambassador 60
Jingles 30
Comedy 45
Music 40
Emotions 20
Others (Mention) 05

EFFECTIVE FACTORS

70
60
50
40
30
20
10
0

INFERENCE
Good Brand Ambassador generally effects people’s perception towards a
product and create an image in their mind. Mostly people likes to see
celebrities like Amitabh Bacchan, Sachin Tendulkar, M.S.Dhoni, Saniya
Mirza etc. as a Brabd Ambassador in chocolate advertisements.At the same
time people like comedy, slow music & specially children like jingles in
advertisements.

[8] Have you ever tasted Amul Chocolate?

Yes 90 %
No 10 %

INFERENCE
The chart shows that 90% respondents have tasted Amul Chocolate, while
still 10% have not tried Amul Chocolates.
Amul must use proper techniques in order to cater the needs of every
common man.

[9] Can you recall AMUL Chocolate advertisement?

Yes 32 %
No 68 %

Advertising Effectiveness

32%
Yes
No

68%

INFERENCE

Here it was observed that only 32% respondents in the city of Ahmedabad
were able to recall Amul Chocolate advertisement. This shows how much
Amul lags behind in promotional activities and advertisement. Therefore
Amul must use strong promotional activities and advertisement in order to
retain their potential consumers.

[10] Which Chocolate do you like most?

Nestle 28%
Cadbury 58%
Amul 13%
Any other 01%

INFERENCE
We can clearly gauge from the pie chart that Cadbury being on the top slot
with 58% market share dominates the chocolate market, followed by
Nestle with 28% share, whereas Amul have only 13% market share and
thus lags behind.

[11] What is the frequency of purchasing Chocolate?

Daily 17 %
Weekly 22 %
Fortnightly 13 %
Occasionally 48 %

Frequency of purchase

17% Daily
48% Weekly

22% Fortnightly

13% Occasionally

INFERENCE
The frequency of chocolate differ a lot where 17% respondents buy it
daily, 22% weekly, 13% fortnightly, and there is a Hugh chunk of people
who buy chocolate occasionally.

[12] How do you scale your Chocolate?

ATTRIBUTE POOR AVERAGE GOOD EXCELLENT

PRICE 48% 22% 23% 07%

SWEETNESS 20% 14% 20% 46%

PACKAGING 33% 18% 12% 37%

SOFTNESS 12% 16% 23% 49%

SCHEMES 37% 13% 17% 33%

AVAILABILITY 12% 15% 23% 50%

LIMITATIONS

 Limited time available for interviewing the respondents. As a result of

this it was not possible to gather full information about the
respondents.

 When I interviewed children and teenagers, sometimes they use to

give answers under the influence of their parents or elders.

 As summer training is going under summer season so sometimes

people are less interested in filling up questionnaire.

 Sometimes the problem which I face is language problem for which I

have to make them understand.

 Non-cooperative approach and rude behavior of the respondents.

 If the respondents answer does not falls between amongst the

options given then it will turn up to be a biased answer.
 MY FINDINGS

 During the survey it was found that still there are 10% people who
have not tasted Amul Chocolate.
 Lake of Awareness in consumers. Many people are not know about
Amul chocolates specially children and teenagers.

 As I found that the main product of Amul is Milk and company

firstly wants to capture maximum market share in milk market which
is approx. 66%, after it Amul is concentrating upon butter & cheese
which has market share of approx. 88%, so it is not concentrating
upon chocolates.

 When I interviewed people then many of the people can not recall
Amul chocolate advertisement. It shows Lake of Advertisement
or advertisement is not timely given or advertisement is not
given on right time.

 In its advertisement is not using any brand ambassador which

attracts all age group people like Cadbury.

 There is lake of Sales Promotional Activities i.e. free tattoo, extra

weight, toys, quiz contest etc.

 Cadbury is main competitor and strategically better performer then

Amul.
 I find the main thing is that “Amul” brand name has very good
image in consumer’s mind and they consider it as Pure & Good
Product.

 People who have tasted Amul Chocolate are not ready to purchase
the same again.

SUGGESTIONS

 In order to maintain and increase the sales in the city of Bareilly, the
following recommendations regarding Amul Chocolates; particularly
regarding advertisement, distribution, promotional policies, etc, are
hereby suggested:

 First and foremost Amul should take proper action in order to

improve service, because although being on a top slot in Butter and
milk supplies it does not get the sales in chocolate, which it should
get.

 Company should use brand ambassador which attracts each age

segment i.e. Saniya Mirza, Shaktimaan, Amitabh Bacchan, Superman,
Krrish, Jadoo etc.

 Amul should give local advertisements apart from the advertisements

given at the national level. Local advertisement must mention the
exclusive Amul shops of the city.

 Try and change the perception of the people through word of

mouth about Amul in advertisements, because they are the best
source to reach Children and families.

 Though Amul chocolate advertisements are rarely shown on

television yet many people could recall it as per the data of research.
 It shows that there is only need to give advertisement only to
rememorize customers. Because Amul is very strong brand name.

 Company should launch chocolate in new attractive packing to

change image of Amul chocolate in consumers mind.

 Company should introduce sales promotion schemes like free

weight, pranky, tattoo, contest, free gifts etc.

 Advertisement can be done with the help of animations that attracts

children and teenagers because chocolates are consumed largely in
this segment.

 Company should launch chocolates in new flavors like –

Mix Fruit
Pineapple
Elaichi
Coffee
Strawberry
Banana
Mango
 CONCLUSION

As we know that Amul is very big organization and market

leader in dairy products. It has maximum market share in Milk, Butter and
Cheese, which are its main/core products. As we know Amul is a co-
operative organisaion but chocolate industry is a profitable industry we
can’t ignore it. With the help of research, company can find out its week
points in chocolate product and can increase its market share through
rectify mistakes. People have believed in Amul’s product and they will
accept its chocolates also if effective actions were taken.

The survey resulted into following conclusions :

 Amul must come up with new promotional activities such that
people become aware about Amul Chocolates like Chocozoo,
Bindaaz, and Fundoo.

 Quality is the dominating aspect which influences consumer to

purchase Amul product, but prompt availability of other chocolate
brands and aggressive promotional activities by others
influences the consumer towards them and also leads to increase
sales.

 In comparison to Amul Chocolate, the other players such as

Cadbury, Nestle, and Perfetti provide a better availability and
give competition to the hilt.

 People are mostly satisfied with the overall quality of Amul

Chocolate, but for the existence in the local market Amul must use
aggressive selling techniques.
BIBLIOGRAPHY
1. www.amul.com
2. www.amuldairy.com
3. www.google.com
4. www.marketresearch.com
5. www.dairy.com
6. Research Methodology. ( Harper W.Boyd, C. R. Kothari )

APPENDIX

QUESTIONNAIRE
 I am a student of B.B.A from INVERTIS INSTITUTE OF
MANAGEMENT, BAREILLY conducting a survey on Effectiveness of
consumer preference towards Chocolates.

[1] What kind of Chocolate do you eat?

Branded ______ Non-branded ______

[2] Who uses chocolates in your family?

Children          Teenager         
Young          Old         

[3] What form of Chocolate do you like?

Cookies _____ Bar _____
Wafer _____ Other _____

[4] Which Television channel you like to watch most?

STAR _______ ZEE ________
SONY _______ CARTOON ________
Others _______

[5] In between what time you like to watch television?

Timings _____________

[6] By which media you prefer to watch advertisements?

Television Hoardings            
Newspapers Magazines            
Others (Mention)           

[7] Which advertisement you like the most?

_______________
[8] What factors effects you in a chocolate advertisement?
Brand ambassador _______ Jingles ________
Comedy _______ Music ________
Others (Mention) _______

[9] Have you ever tasted Amul Chocolate?

Yes _____ No ______

[10] Can you recall AMUL Chocolate advertisement?

Yes ____ No ____

[11] What is the frequency of purchasing Chocolate?

Daily ______ Weekly _______
Fortnightly ______ Occasionally _______

[12] How do you scale your Chocolate?

ATTRIBUTE POOR AVERAGE GOOD EXCELLENT

PRICE

SWEETNESS

PACKAGING

SOFTNESS

SCHEMES

AVAILABILIT
Y
[13] Which Chocolate do you like most?
AMUL ____________
CADBURY ____________
NESTLE ____________
PERFETTI ____________
OTHERS ____________

[14] What would you like to see in a chocolate advertisement?

______________________________________________
______________________________________________
______________________________________________
______________________________________________

NAME: ___________

AGE: ___________

10-15 15-25 25-35 35-45 45 and

above