Chapter : 1

Introduction to study
1.1

INTRODUCTION TO STUDY:-

Amul, a brand managed by the Gujarat Cooperative Milk Marketing Federation (GCMMF),
is one of the most trusted and leading dairy brands in India. With a wide range of dairy
products like milk, butter, cheese, curd, ice cream, and more, Amul has created a strong
presence in both urban and rural markets. The brand’s commitment to quality, affordability,
and innovation has helped it build a loyal customer base across the country.

This study focuses on the presence and performance of Amul products in Solapur, a major
city in the state of Maharashtra. Solapur is known for its textile industry, cultural diversity,
and growing urban population. These factors contribute to a dynamic market environment,
making it an interesting location to study consumer behavior and brand performance in the
dairy sector.

The aim of this study is to understand the level of awareness, availability, and consumer
preference for Amul products in Solapur. It also seeks to examine the effectiveness of Amul’s
distribution network and promotional strategies in the city. Through this research, we can
identify key factors that influence purchasing decisions and how Amul competes with other
local and national dairy brands in the area.

By studying Amul’s market in Solapur, valuable insights can be gained to improve product
reach, enhance customer satisfaction, and develop better marketing strategies. The findings
from this study will not only help Amul strengthen its position in Solapur but can also serve
as a reference for expanding in other similar markets.
1.2

OBJECTIVES:-

Understanding how widely Amul products are available across various retail outlets,
supermarkets, and local shops in the city.

Studying how familiar the people of Solapur are with Amul’s product range and which
products are most preferred by different consumer segments.

Examining how efficiently Amul’s products are distributed in Solapur and how well the
brand’s advertising and promotions are received by the local population.

Exploring the competitive landscape and identifying local or national brands that pose a
challenge to Amul’s market share.

Based on research findings, offering practical recommendations to enhance customer

satisfaction, expand reach, and boost sales in the region.
1.3

SCOPE:-

This study of understanding the behaviour of customers onwafers namely

Amul product. This study helps in finding out:-

1. To study consumers satisfaction towards Amul product.

2. This project is related to study customers perception and know about buying behaviour
towards Amul product in Solapur city.

3. How the customers rate the various attributes in Amul product.

4. How effective has been the company in positioning Amul product as a reputed
company.
1.4. LIMITATIONS:-

Limitations are extent to which the process should not exceed. There are certain
limitations in this project which are as follows:-

1. The study is limited to Amul product only.

2. This study is done in Solapur city.

3. The study is limited to 30 days.

4. The study is limited to customers satisfaction towards goods and services provided by
Amul product.

5. The information is given by respondent is assumed to be authentic.

6. The sample considered for the study is limited to 55 responses only.

1.5 Research methodology

Research methodology refers to the systematic process used to conduct research and acquire
knowledge. It involves defining the research problem, selecting appropriate methods,
collecting and analyzing data, and drawing conclusions. Common research methodologies
include quantitative, qualitative, and mixed methods approaches, each with its own
techniques and tools suited to the research objectives and context. The choice of
methodology depends on factors such as the nature of the research question, the availability
of resources, and the researcher's preferences and expertise.
Primary data:-

Primary data refers to original data collected directly from the source, through methods
such as surveys, interviews, experiments, or observations. It is firsthand information that
has not been previously gathered or analyzed. Primary data is often used in research and
analysis to address specific research questions or objectives.

Sampling method:-

Sampling methods are techniques used to select a subset of individuals or items from a larger
population for the purpose of research or analysis. Here are some common

sampling methods:

Random Sampling: Every member of the population has an equal chance of being selected.
This can be done with or without replacement.

Stratified Sampling: Dividing the population into homogeneous subgroups (strata) and then
taking a random sample from each subgroup. This ensures representation from all groups
within the population.

Systematic Sampling: Selecting every nth member from the population after a random start.
It's simple and less time-consuming compared to random sampling.

Cluster Sampling: Dividing the population into clusters, then randomly selecting some
clusters and using all members from those selected clusters for the sample.

Convenience Sampling: Selecting individuals who are easiest to reach or are readily
available. While convenient, this method may lead to bias as it doesn't ensure
representation.
 Chapter 2:
Introduction to organization
2.1 INRODUCTION TO Amul PRODUCT.

Amul, India’s leading dairy cooperative brand, has made a significant impact in various parts
of the country, including urban and semi-urban markets like Solapur. Known for its
highquality dairy products such as milk, butter, cheese, curd, ice cream, and beverages, Amul
has gained strong recognition among consumers for both its quality and affordability. The
brand operates under the Gujarat Cooperative Milk Marketing Federation (GCMMF) and has
built a vast distribution network that helps it reach millions of customers every day.

Solapur, a growing city in Maharashtra, is known for its textile industries, educational
institutions, and a rising middle-class population. These socio-economic factors contribute to
an increasing demand for branded and hygienic dairy products in the city. Amul has
responded to this demand by making its products available across various retail outlets,
supermarkets, local grocery stores, and through exclusive Amul parlours.

The presence of Amul in Solapur is not limited to just milk and butter; a wide variety of its
products such as flavored milk, cheese spreads, ice creams, and ghee have found a solid
customer base in the city. Its affordability, consistent quality, and strong brand value have
helped Amul maintain a competitive edge over other dairy brands operating in the region.

This section of the study aims to explore how Amul has positioned its products in Solapur’s
dairy market, how well the products are received by the local population, and what factors
influence consumer preferences. Understanding the performance of Amul in this specific
urban context can provide valuable insights into the brand’s regional strategy and customer
satisfaction levels.
2.2. BRIFE HISTORY

Amul, short for Anand Milk Union Limited, was established in 1946 in the town of Anand in
Gujarat. It was formed as a response to the unfair trade practices by middlemen, with the aim
of empowering local milk producers. The movement was initiated under the guidance of
Sardar Vallabhbhai Patel and led by Dr. Verghese Kurien, who later became known as the
“Father of the White Revolution” in India.

Amul was the first brand in India to introduce the concept of a cooperative dairy system,
where farmers are the owners and beneficiaries. Over the decades, Amul transformed the
Indian dairy industry by making the country self-sufficient in milk production. It played a
major role in the success of Operation Flood, a movement launched in 1970 to increase milk
production and reduce dependence on imports.

The brand started with basic products like milk, butter, and ghee, but gradually expanded into
a wide variety of dairy items such as cheese, curd, paneer, flavored milk, chocolates, and ice
cream. Amul is also known for its iconic advertising campaigns, especially the witty Amul
girl, which helped in creating strong brand recall across generations.

Today, Amul is managed by the Gujarat Cooperative Milk Marketing Federation (GCMMF)
and includes over 3.6 million milk producers. It has grown into one of the largest dairy
brands in India and exports its products to several countries. Amul’s journey from a local
cooperative to a global dairy powerhouse is a remarkable example of inclusive growth and
brand success.
2.3 Manufacturing process:

 Milk Collection and Cream Separation: Fresh Milk is Collected from Daily Farmers
and . Transported to the processing facility. The cream is seperated from the milk
using centrifugation , as the cream contains the butterfat needed for butter
production.

 Pasteurization: The seperated cream is pasteurized by heating it to a specific

temperature for a set Duration . This process eliminates harmful bacteria and
stabilizes the cream for churning .

 Churning: The pasteurized cream undergoes churning , which agitates the cream to
separate butterfat from buttermilk. This results in the formation of butter granules .

 Washing: The butter granules are washed with cold water to remove residual
buttermilk, enhancing the Butters flavour and shelf life.

 Kneading and Texturing: The washed butter is kneaded to achieve a uniform texture
and consistency. The step also helps in adjusting the moisture content.

 Salting (Optional): Salt may be added to enhance flover and act as preservative . The
amount of salt added depend on the desired taste and preservation requirements.

 Packaging: The finished butter is packaged in hygienic conditions to maintain its

quality during storage and distribution.
2.4 Vision and mission:

Vision :-

 The vision of Amul is to provide high-quality food and dairy products to consumers at
affordable prices while ensuring fair and consistent returns to the farmers who
produce them.

 As a cooperative organization, Amul envisions a strong connection between rural

producers and urban consumers, aiming to uplift the socio-economic status of
millions of farmers across India.

 It strives to be a symbol of excellence, trust, and innovation in the dairy industry,

focusing on customer satisfaction, rural empowerment, and sustainable development.

 Through its vision, Amul aims to lead the dairy sector not only in India but also on a
global scale by maintaining its commitment to quality, affordability, and ethical
business practices.
Mission :-

 Empowerment of Milk Producers: To provide remunerative returns to farmers and

ensure their economic well-being.

 Quality and Value: To offer consumers high-quality, affordable dairy products.

 Cooperative Model: To operate as a cooperative, fostering a sense of community and

shared ownership among milk producers.

 Nation Building: To contribute to the growth of the Indian dairy industry and the
overall economy.

 Sustainability: To promote sustainable practices in dairy farming and environmental

protection.

 Empowerment of Farmers – Ensuring fair prices and sustainable livelihood for dairy
farmers, especially in rural India.

 Cooperative Spirit – Operating under a cooperative structure that benefits all

stakeholders, especially the producers.
2.5 Marketing strategy:

 Amul’s Ad Girl Marketing Strategy :-This is a handmade drawing of a girl which

Amul created in 1967 in response to its rival brand. It is the most loved ad icon in
India. Amul uses this girl in every ad. The activities of this girl change according to
the ads.

 Moment Marketing Strategy of Amul :- Amul is using this moment marketing

strategy for decades now. Previously, it was in newspapers and now it is on popular
social media platforms like Twitter. As you can see in the above image, Amul used
this latest news of equal pay for both men & women cricketers. See how smartly, the
brand used this news for its marketing purpose. This is the innovative marketing
strategy of Amul.

 Low-Cost, High-Value Marketing Strategy :- Amul targets the mass market. It sells
quality products at a reasonable price that everybody can afford. This increase the
repeat customers of Amul. It is a simple but effective marketing strategy of Amul.
Delivering high-quality products at low cost is also a great competitive advantage of
Amul.

 Smart Tagline Marketing Strategy :- Amul’s popular taglines, are “Amul Doodh
pita hai India” and “The Taste of India“. These taglines subconsciously attract the
audience and capture the mind space of consumers. Creating jingles and taglines costs
no money but some creativity and psychological understanding of your consumers.

 Sell all Products Under one Brand :- Generally, FMCG companies sell products
under different brand names. Amul did this differently. They created one flagship
brand (Amul) and started selling various products under that brand. Whenever Amul
launches a new product, it sold out effortlessly because of its brand value. This is
another great marketing strategy of Amul where it thought and acted out of the box.

 Digital Marketing Strategy of Amul :- Digital marketing is much cheaper than

traditional marketing. Amul sees this opportunity and after going digital, their profit
margins have increased tremendously. Let’s understand the digital marketing strategy
of Amul in detail. Amul uses social media, email marketing, and influencer marketing
to promote its products.

 Social Media Marketing Strategy of Amul :- Followers on these social media

platforms show Amul follows innovative and highly engaging marketing strategies to
attract the audience. Otherwise, it is very difficult to attract someone in this noisy
world where we have more content than needed.
 Chapter 3

Theoretical background
3.1 Consumer satisfaction:-

 Quality:- Amul has built a reputation for maintaining high-quality standards in its
dairy products. Consumers appreciate the consistency in the taste and freshness of the
products.

 Affordability:- Amul products are reasonably priced, making them accessible to a

broad consumer base. This affordability contributes to positive customer feedback.

 Variety:- Amul offers a diverse range of products, catering to various tastes and
preferences. From traditional dairy products to more modern offerings like Amul
Kool, Amul Ice Cream, and Amul Cheese, the variety keeps consumers satisfied.

 Brand Trust:- Amul is a trusted brand in India, often associated with reliability and
authenticity. This trust influences consumer satisfaction significantly.

 Availability: Amul products are widely available across the country, from urban
centers to rural area that consumers can easily purchase Amul products.
3.2 Consumer buying behaviour:-

The aim of the marketing is to meet and satisfy the target consumer’s need & wants.
Field of the consumer behavior studies how individuals, groups and organization select
Buy, use and dispose of the goods, services, ideas or experiences to satisfy their needs
And desires. Understanding consumer behavior and knowing customer is not simple
Customer may say one thing and do another thing. They may not be in touch with their
Deeper motivations. Consumer behavior is very complex and dynamic too constantly
Changing and therefore managements need to adjust with the change otherwise market
May be lost.

Consumer behaviour is the study of individuals, groups, or organisations and all the
Activities associated with the purchase, use and disposal of goods and services.
Consumer behaviour consists of how the consumer’s emotions, attitudes, and
Preferences affect buying behaviour. Consumer behaviour emerged in the 1940–1950s
As a distinct sub-discipline of marketing, but has become an interdisciplinary social
Science that blends elements from psychology, sociology, social anthropology,
Anthropology, ethnography, ethnology, marketing, and economics (especially
Behavioural economics).
3.3 Factors influencing buying behaviour:-

 Product Quality:- The manufacturing process at the factory determines the taste,
freshness, and safety of Amul products. Consistently high-quality products build trust
and brand loyalty, encouraging repeat purchases.

 Packaging :- Amul factories use specific packaging technologies that affect product
shelf life, appearance, and convenience. Attractive and hygienic packaging can
influence impulse buying and consumer preferences

 Product Availability :- Efficient production ensures consistent supply. If Amul

factories can meet demand quickly, products are always available in stores, which
keeps customers from switching to other brands.

 Innovation & Product Development :- Factories are often where R&D happens.
The development of new flavors or product lines (e.g., new ice cream variants or
health drinks) can attract new customer segments and influence buying behavior.

 Sustainability & Ethics :- Consumers today care about how products are made. If
the Amul factory uses eco-friendly practices or ensures fair trade and farmer welfare,
it positively affects brand perception and influences socially conscious buyers.

 Pricing :- The factory impacts cost efficiency in production. Lower production costs
allow Amul to offer competitive prices, which can attract price-sensitive customers.
 Chapter 4

Data analysis of interpretation

Table 1 .

Showing That Amul Product reasonably priced compared to Competitors

Sr.No Particulars No.Of responses No.of.percentage

1. Yes 26 60%
2. No 9 15%
3. Same as other 15 25%

4. Total 50 100%

Series 1
70

60

50

40
Series 1
30

20

10

0
Yes no Same as other

Interpritation :-

The above graph shows that Amul products reasonably priced compared to competitors 60%
yes, 15% no, 25% same as others, as graph follows.
Table 2 .

Showing That Amul Product reasonably priced compared to Competitors

Sr.No Particulars No.Of responses No.of.percentage

1. Very imp 27 54%

2. Some imp 15 30%

3. Not very 5 10%

4. Not at all 3 6%

5. Total 50 100%

Series 1
30

25

20

15
Series 1

10

0
Very imp some imp not very not at all

Interpritation :-

From the above graph shows us and explains about chart, 54% of very imp, 30% of some
imp, 10% of Not very, 6% of not at all price purchasing at Amul products.
Table 3 .

Table Showing the no. of respondents recommend the Amul products to friends and family
members.

Sr.No Particulars No.Of responses No.of.percentage

1. Extreme Likey 14 28%

2. Very Likely 27 54%

3. Some likely 9 18%

4. Not At all 0 0%

5. Total 50 100%

Series 1
60

50

40

30
Series 1

20

10

0
Extreme Likey Very Likely Some likely Not At all

Interpritation :-

The above graph explain about Amul products extremely likely, 54% very likely, 18% some
likely, not at all 0%recommend about with their family and friends members. Such as 28%
Table 4 .

Table Showing the no. of respondents rate over all experience in-amul products of buying
daily, weekly etc.

Sr.No Particulars No.Of responses No.of.percentage

1. Daily 4 10%

2. Weekly 17 33%

3. Monthly 12 23%

4. Ocasionally 17 33%

5. Total 50 100%

Series 1
35

30

25

20
Series 1
15

10

0
Daily weekly monthly Ocasionally

Intepretation :-

From the above chart explains about experience of Amul products buying, People buying
10% daily, 33% weekly, 23% monthly ,occasionally 33%, as follows
Table 5.

Showing the no. of respondents favourite aspect of taste of products.

Sr.No Particulars No.Of responses No.of.percentage

1. Price 15 33%

2. Taste 19 41%

3. Availability 9 16%

4. Brand loyalty 7 10%

5. Total 50 100%

Series 1
45

40

35

30

25

20 Series 1

15

10

0
Price Taste Availability Brand loyalty

Interpretation :-

The above graph shows the taste of Amul products such as 33% of price, 41% taste, 16% of
availability, brand loyalty 10%
Table 6.

Table showing no, of respondents recommend the celeestrop to friends or family.

Sr.No Particulars No.Of responses No.of.percentage

1. Daily 14 28%

2. Weekly 2 4%

3. Monthly 6 12%

4. Ocasionally 16 32%

5. Rarcly 12 24%

6. Total 50 100%

Series 1
35

30

25

20
Series 1
15

10

0
particular Daily Weekly Monthly Rarely

Interpretation:-

From the above chart, 0% of people do not recommend Amul Product. 28%-54% and 18% of
people recommend the Amul Product for their family and friends
Table 7.

Table Showing the no. of respondents the age group criteria how much consume Amul
products.

Sr.No Particulars No.Of responses No.of.percentage

1. Below 18 15 20%

2. 18-25 20 40%

3. 26-40 10 25%

4. 41 5 15%

5. Total 50 100%

Series 1
45

40

35

30

25

20 Series 1

15

10

0
Below 18 18-25 26-40 41+

Interpretation :-

The above graph explains that how much persons according to age group consume Amul
products such as the graph shows us the data analysis and interpretation 20% below, 18-25
40%, 26-40 25%, 41+ 15%..
Table 8

Table Showing the no. of respondents the age group criteria how much consume Amul
products.

RESPONDENT PERCENTAGE

Yes 250 100.00%

No 0 0.00%

Total 250 100.00%

Series 1
300

250

200

150
Series 1

100

50

0
Yes No

Interpretation :-

About 100% of respondent are aware about AMUL Company's Product. It means in Surat
city every respondent is aware about AMUL Company's Product.
Table 9

Would you like to recommend others for purchasing AMUL Company's Product?

RESPONDENT PERCENTAGE

Yes 220 95.65%

No 10 4.35%

Total 230 100%

Column1
100
90
80
70
60
50
Column1
40
30
20
10
0
Yes No

Interpretation :-

As above chart it is clear that most of the respondent recommend others for purchasing
AMUL Company's product.
Table 10

If no, than why you are not proferring AMUL products?

Answer RESPONDENT PERCENTAGE

Price 15 75%

Quality 5 25

Taste 0 0%

Availability 0 0

Total 20 100%

Series 1
80

70

60

50

40
Series 1
30

20

10

0
Price Quality Taste Availablity

Interpretation :-

As it is suggested by the above chart that in the area of taste & availability AMUL is the best.
But in the area of Price & Quality still some improvementsare needed.
Table 11

Do you want any extra feature to be added in the AMUL products?

RESPONDENT PERCENTAGE

Yes 70 30.43%

No 160 69.57 %

Total 230 100%

Column1
80

70

60

50

40
Column1
30

20

10

0
Yes no

Interpretation :-

From the above chart 30% respondent say to add feature in AMUL Product and other
70% respondent say that not to add any feature in AMUL Product
Table 12

Do you prefer AMUL product?

RESPONDENT PERCENTAGE

Yes 230 92%

No 20 8%

Total 250 100%

Column1
100
90
80
70
60
50
Column1
40
30
20
10
0
Yes No

Interpretation :-

As above chart say that in Surat city around 92% respondent buy AMUL Product and 8%
respondent are not buying AMUL Product.
Table 13

From where you come to know about the AMUL's products?

MEDIA RESPONDENT PERCENTAGE

NEWSPAPER 230 43%

TV ADV 20 36%

RADIO 250 5%

OTHER 55 15

TOTAL 365 100

Column1
50
45
40
35
30
25
Column1
20
15
10
5
0
Newspaper tv adv radio other

Interpretation :

As above chart, it is dear that more respondents come to know about AMUL product through
Newspaper & T.V Advertise.
Table 14

(If Local Shop) On which basis you are purchase AMUL products from Local Shop?

ANSWER RESPONDENT PERCENTAGE

Cleanness 30 11.11%

Proper Info 25 9.26%

Proper support 30 11.11%

Sold fresh Product 80 29.63%

availability 105 38.89%

TOTAL 270 100.%

Column1
45
40
35
30
25
20 Column1
15
10
5
0
Cleanness proper info proper support sold fresh Avaiablity
product

Interpretation :

From the analysis of the above chart it is clear that therespondents purchasing from
the local shop are considering the features of fresh products and avalability more than
cleanness, proper information & proper suppon.
Table 15

. From where you purchase AMUL product?

ANSWER RESPONDENT PERCENTAGE

Local Shop 133 51.25%

Amul Retailers 124 47.88%

other 2 0.77%

Total 259 100.00%

Column1
60

50

40

30
Column1

20

10

0
locak shop amul retailers other

Interpretation :

From above chart it is clear that most of the customer are purchase an AMUL product
through LOCAL Shop and then AMUL Retailer outlets.
 Chapter 5

Findings and responses

5.1 FINDINGS :-

 Majority of the consumers prefer easy availability and quality as the main
preference in buying any milk brand.

 Most of the respondents are in age group between 18-30 years.

 Amul products have been of great influence on all the age groups irrespective of
gender

 Advertisements are making a huge reputation to the Amul brand. Brand awareness
is Very high.

 If Amul parlours are set up in each locality, there will be an increase in the
consumption of these products.

 Most of the respondents feel that Amul is worth the price and are suitable packed.

 Amul has the positive image in the minds of people due to its taste and brand
name.
5.2 Responses :-

 Most of the people like to visit us again and again.

 Getting rank of customers on variety conducted by company and get most liked
varieties.

 Rate of pricings are high which should need to overcome.

 Any need to change in professionalism of a company.

 Customers face any issues about their health .

 Get reason behind the customers like to visit our shop as compared to other Shop in
solapur city.
 Chapter 6

Suggestions and conclusion

 6.1 SUGGESTIONS :-

 People use milk for various purposes like making Curd, Lassi, and Ice-cream besides
Tea and for drinking purpose.

 A positive perception can be created to make them think that amul milk is best suited
for those purposes.

 Amul should give local advertisements apart from the advertisements given at the
national level.

 Local advertisement must mention the exclusive Amul shops of the region.

 Suggestions & complaints made by retailers & consumers should be given due
attention to provide maximum satisfaction.

 This could create and impression that amul cares for them.

 Company should available best packages with discount offer for their
6.2 CONCLUSION :-

 From the findings it is clear that most people prefer amul products due to its taste,
quality and brand image.

 Strong advertisements are the key in the success of Amul products in India.

 Diverse Product Range: Amul's extensive product mix, including dairy products like
milk, cheese, butter, and ice cream, caters to a wide range of consumer needs.

 High Brand Loyalty: Strong customer perception is driven by consistent quality,

affordability, And trust in the brand.

 Innovation and Quality: Regular product innovation and adherence to quality

standards Enhance customer satisfaction and brand reputation.

 Market Leader: Amul's strategic marketing and widespread distribution network have
established it as a market leader in the dairy industry.
 Annexure

Annexure :-

1.Buying Dairy products from Modern Stores.

a) Yes
b) No
c) Maybe
d) Other:

2 . Based on Age

a) Below 18
b) Between 18-30
c) Between 30-55
d) Above 55
e) Other:

3 . Preference of milk brand

a) Amul
b) Anchor
c) A-one
d) Other:

4 . Off Take of the products used

a) Daily
b) Weekly
c) Monthly

5.Factors affecting the buying power of amul

a) Price
b) Quantity
c) Taste
d) Brand name
e) None
f) Other
5 . Switching over Amul products with other products

a) Yes
b) No
c) Maybe

7. Amul parlours should be set up

a) Yes
b) No
c) Maybe

8. Amul are reasonable priced than it's competitors

a) Strongly Agree
b) Strongly Disagree
c) Disagree
d) Neutral
e) Agree

9. Amul products are suitable packed

a) Yes
b) No
c) Maybe

10. Satisfaction with the quality of Amul products

a) Yes
b) No
c) Maybe.

11. How would you rate the quality of the products at the Amul Product Shop?

a) Excellent
b) Very good
c) Good
d) Fair
12. which social media platform do Follow Amul on if any ?

a) Facebook
b) instagram
c) None
d) Twitter
13. Do you think Amul is Socially Responsible brand ?

a) Yes
b) No

14. How Did you first learn About. Amul ?

a) TV Ads

b) Social Media

c) Word of Mouth

d) In-store promotion

e) other

15.How satisfied are you with the Variety of Amul products. Available in the Market ?

a) Vary satisfied

b) satisfied

c) Natural...

d) Dissatisfied.

e) Vary Dissatisfied

16) which Qualities do you associate the Amul Products?

a) Trustworthiness
b) Innovation
c) Nostalgia
d) Affordability