Dept.

Of Management Studies and Research Centre, BMSCE, Bangalore Page 1

CHAPTER-1

INTRODUCTION

This project work is undertaken with a view to study the customer awareness,
customer satisfaction dealers perspective of Amul ice cream in relation to its competitors.
The study was conducted in south Bangalore of Karnataka. The research helps to understand
the present position of Amul ice cream and the various marketing techniques adopted by
GCMMF Ltd to meet the competition.
From the days of industrial revolution when goods & services were produced to the
present day, the emphasis has shifted from the producers to the consumer and his needs, and
with the consumer becoming more involved, in the marketing process there is greater need
for information regarding the consumer needs. Preferences and making them satisfied of the
products & services, has led to a constant but increasing need to conduct marketing research.
This research is an insight into the mind of the consumer, with the help of which the
organizations will become aware of their pitfalls and in turn can also make improvements in
the product regarding the level of satisfaction of the consumers towards their offerings in the
market place.

TITLE OF THE PROJECT
The title of the project is a study on A STUDY ON CUSTOMER PERCEPTION
AND DEALERS PERSPECTIVE OF AMUL ICE CREAM AT SOUTH
BANGALORE

OBJECTIVE OF THE STUDY
The main objectives of the study is
To analyze the customer perception towards Amul ice creams.
To assess the role of parent brand image in enhancing the perception.


Dept. Of Management Studies and Research Centre, BMSCE, Bangalore Page 2

To understand the customer attitude towards Amul.

SCOPE OF THE STUDY
This study helps to understand the customers attitude towards Amul ice cream. It also
helps to understand the companys present position and their operations. The study enables a
comparative analysis of different kinds of brands of ice creams available in the market so
that they can improve up on the areas which they lag behind.

METHODOLOGY ADOPTED
Research design: Descriptive.
Sources of data: Primary and secondary data.


Sample design-
Sample Unit: All age customer
Sampling techniques: Convenience
Method of data collection-
Primary Data: Questionnaire& Interaction with the customer
Secondary Data: Companys Journals, Newspaper & Internet
Tools to be used: statistical tools that is suitable.
Primary data is collected through the discussion with the officials of the firm and by
using questionnaire to evaluate the brand awareness among customers and secondary data
gathered from the annual reports and company website.
Research Methodology:


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The research includes meetings with the retailers, consumers and dealers. It included
preparation of the questionnaire to be answered by above people for knowing the
competitive position of Amul in the milk market. The views of the above parties were
recorded in the research as per the questionnaire set by us.
Research Approach:
The objective was to know the competitive position of Amul in the milk market thus
in order to successfully conduct the research the unbiased opinion of the above parties was
desirable. Thus we conducted the research as the representative of Amul brand and
sometimes the representatives of the other company like Chitale or Katraj in order to have
an unbiased opinion of the concerned persons and it worked to achieve our goal.

Research Instrument:
The research instrument was the structured questionnaire formulated for the
respondents. The questionnaire was different for the retailers and dealers and for the
consumers there was a different set of questionnaire. There were also the area maps.
Types of Question:
The second important aspect in the designing a question is to decide which types of
questionnaire to be used. Question can be classified in various ways. Questionnaire contains
following type information.
1. Open-ended question
2. Dichotomous question
3. Multiple-choice Question
Both the questionnaire consists of all three types of question. Mostly all questions are
multiple type questions. Dichotomous question are few in number. There is only one open-
ended type question.




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LTERATURE REVIEW
Consumer perceptions of cause related marketing campaigns
Dirk C Moosmayer & Alexandre Fuljahn, Emerald Group Publishing Limited.
Purpose By replicating two seminal studies on cause-related marketing (CRM)
campaigns, this paper aims to investigate the influence of gender and of donation size on
consumer perception of firm behavior, consumer attitude to product, consumer goodwill
toward the CRM campaign, consumer perception of the benefit to the NPO, and consumer
attitude toward CRM.
Design/methodology/approach An online experiment was conducted with 306
students from a German university to evaluate their responses to a CRM campaign. The
presented campaign supported a German children's charity, and varied with regard to
donation size.
Findings Consumer perception of firm behaviour, consumer goodwill toward the
CRM campaign, and consumer attitude to product vary significantly by gender. Donation
size has a significant influence on consumer goodwill toward the CRM campaign and on
consumer perception of the benefit to the NPO. The impact of donation size is rooted in
external perceptions, and partly moderated by gender.
Research limitations/implications The chosen non-forced stimulus presentation may
overestimate the measured impact. The applied stimuli may underlie specific gender
characteristics that influence responses. Further research might thus apply forced stimulus
exposure designs to a broader set of causes and products.


SENSORY PROPERTIES AND CONSUMER PERCEPTION OF HOME-
MADEAND COMMERCIAL DAIRY ICE CREAM
JOHN A. BOWER
1,
& IRENE A. BAXTER
2,
11 MAY 2007


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Purpose Cause related marketing (CRM) has gained popularity in Europe within the
past decade. Therefore, the authors aim to investigate corporate motive and the fit of a
company brand with the CRM cause as determinants of CRM campaign success.
Design/methodology/approach Conjoint analysis is applied to campaign evaluations
from 278 students in Germany. Campaigns attached to laptop purchases supporting an
African hospital with either medical (low fit) or IT (high fit) infrastructure and were based
on altruistic, neutral, or profit-oriented company motives.
Findings The authors find that altruistic motives increase consumer evaluations. In
contrast to their hypothesis, campaigns are evaluated more positively, when product cause
fit is low.
Research limitations/implications Based on their findings, the authors suggest
exploring the fit of CRM campaigns in more detail: future research might explicitly consider
the congruence of a CRM donation with a company's product, with the brand's claim and
philosophy, and with the supported NPO.
Practical implications Companies should think twice before using CRM as means of
profit maximization. When selecting an adequate cause, attention should be paid to the
company brand and to a product's potential impact on society. Moreover, the donation type
(money versus product) should be chosen in a way to clearly support the cause and to avoid
potential allegation of aiming at an increased distribution of own products.

LIMITATIONS OF THE STUDY
The period of the study was limited to twelve weeks. This was too short for
conducting broad and deep study.
The study was restricted to south Bangalore only.
The dairy products outlets in south Bangalore and villages were not included in
the study.
All limitation pertaining to the questionnaire method might also affect the
study.
The sample size taken is too short.


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NEED FOR THE STUDY
Managers are always curious about the position of their companys products in the
market which largely depend upon the companys goodwill, and the position of their brand.
In order to maximize the sale and profit, company must deliver outstanding satisfaction to
the retailers, wholesaler & customers. So market survey of retailers, wholesalers &
customers, chart out the position of the company as compared to the competitors. It helps the
organization to find out the brand being sold most by the retailers along with their stocking
and also consumer buying preferences.

TOPIC CHOSEN FOR STUDY
First, I had to know about all the competitors present in the Ice cream 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 ice cream is a product that used daily hence I had to trace the market and
segment it, which mainly deals with people of various age groups.
The main information needed is the various types of brands available in the
market, their calorific value and various other facts.
As Amul milk advertisements are mainly done through hoardings but on
television the advertisement is being telecasted timely and on the proper time or not.
To know the relationship of sales with the advertisement.
To know awareness of people towards Amul ice cream.
To know which advertisement tool is mostly preferred by people.
To know the preference of Amul ice cream with comparison to other
competitive brands.
To know the factors which affects consumers buying behaviour to purchase
milk.