Title

Amul Fresh Dairy Products: Consumer Perception and Product Analysis

Introduction of Amul

Amul, an acronym for Anand Milk Union Limited, is a renowned Indian dairy cooperative established in 1946 in
Anand, Gujarat, by visionary leader Dr. Verghese Kurien, often referred to as the "Father of the White Revolution" in
India. It played a pivotal role in India's White Revolution, transforming the country into the world's largest milk
producer. Amul operates under the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) and is celebrated
for its extensive range of dairy products, including milk, butter, cheese, ice cream, and more. Known for its strong
brand presence, Amul has become synonymous with quality and affordability in the dairy industry, serving millions of
consumers across India and beyond.

Indian Dairy industry

The dairy industry in India is the largest globally, accounting for 23% of global milk production. The industry
contributes 5% to the national economy and directly supports more than 8 crore farmers. India’s dairy industry has
grown significantly over the past 10 years, supported by various initiatives taken by the government. The nation's
milk production increased at a CAGR of 6.2% from 146.31 million tonnes (MT) in 2014-15 to 209.96 MT in 2020-21.

Business model

Amul operates under a unique cooperative business model that has significantly transformed India's dairy industry
since its inception in 1946. This model is characterized by a three-tier structure designed to empower farmers and
ensure sustainable income through collective efforts.

Three-Tier Cooperative Structure:

 Village Dairy Cooperative Societies (VDCS): These are at the grassroots level, where farmers bring their milk.
Each VDCS is responsible for collection, quality testing, and initial processing.

 District Cooperative Milk Producers' Unions: These unions collect milk from various VDCS, process it further,
and produce a variety of dairy products.

 State Cooperative Milk Marketing Federation (GCMMF): At the top level, GCMMF handles the marketing,
distribution, and branding of dairy products under the Amul brand.

Objective of the study

Primary Objective:

1. To understand consumer perception and satisfaction levels regarding

Amul Fresh Dairy Products.

2. To analyse the market positioning of Amul Fresh Dairy Products in

comparison to competitors.
Secondary Objectives:

1. To analyse the competitive landscape and identify areas where Amul

can improve its offerings.

2. To gather feedback from retailers on the sales and profitability of

Amul Fresh Dairy Products.

3. To estimate market potential and opportunities for Amul Fresh Dairy

Products in the Indian market.

Research design..

Data to be used in the study Primary

Data collection method Survey method

Data collection instrument Questionnaire

1. One-on-one retailer survey

• Conducted detailed interviews with retailers selling Amul milk and dairy products in Dombivli

• Gathered feedback on factors like various aspects such as product availability, quality, pricing, supplier reliability,
and competitive landscape.

• Identified top selling Amul products and compared with competitors

2. Kiosk activity for product awareness

• Set up informational kiosks to educate consumers about newly launched Amul products like buffalo dahi and bread
3. Consumer survey

• Created a Google Form questionnaire to gather feedback from daily milk consumers in Dombivli

• Assessed perceptions, preferences, and consumption habits related to Amul and other milk brand

Questionnaire

- Retailers

1. Preference of Retailers to Milk Brand.

a. amul b. gokul warna c. mother dairy d. gowardhan

2. Do you stock Amul Fresh Dairy Products (cow milk, buffalo milk, dahi, lassi, paneer, buttermilk)

a. Yes b. No

3. If not why not

a. Low margin b. No Replacement c. No proper supply

4.Which Amul milk have more consumer preference.

5. What size of milk Packet do you prefer to store?

a. 250ml b. 500ml c. 1 lt

6. Are you satisfied with Amul milk distributor?

a. Yes b. No

- Consumers

1. Why do you prefer a specific brand of milk?

a. brand name b. quality c. pricing d. convinience e. marketing f. word of mouth

2. Which brand do you use

a. Amul b. Gokul c. Chitale d. Mother e. Dairy f. Varna

3. Why using this brand

a. Trust Factor b. Price factor c. Taste Factor d. Availabiliy factor

4. Which Brand Dahi is preferred by you.

a. Amul Masti b. Dahi c. Mother d. Dairy e. Gowardhan f. Govind g. Chitale h. Britannia

5. Which Brand Bread do you consume.

a. Modern Bread b. Britannia Bread c. Quality Bread d. Amul Bread e. Wibs

6. How was your experience on trying Amul Lassi

a. Very Satisfied b. Satisfied c. Neutral d. Dissatisfied e. Very Dissatisfied

7. How was your experience on A2 Buffalo Dahi

a. Very Satisfied b. Satisfied c. Neutral d. Dissatisfied e. Very Dissatisfied

Analysis and findings

On complete analysis of the Questionnaire, it is concluded that Amul s has good reputation in the market and it has
good satisfied customer but lack proper distribution and product awareness.
  There is a major problem with distributors in the market, leading to inadequate supply to retailers.
 Many retailers prefer other brands due to supply issues and low profit margins.
 Newly launched products like bread, buffalo dahi, and lassi lacked product awareness among customers.

Recommendation

 There is need to create a common platform for all the retailers so that their complains should be solved.
 Supply should be regular to all the outlets including those that lie in the pocket roads and not just in the
outlets which le on the easily accessible routes.
 Give the credit purchase facility to their regular retailers.
 Products that come with any problem such as leakage should be replaced