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ABSTRACT:
Amul (Anand Milk Union Limited) formed in 1946, is a dairy Cooperative movement in India. It as a strong
network of producers and enjoys a good reputation among its consumers all over India. The present research
project is aimed at analyzing the consumer satisfaction towards Amul products and to gauge the influence of
media on the brand preference.
The paper is based on an empirical pilot study conducted by following descriptive research design with a
modest sample size using random sampling in a suitable geographical location. A pre-structured questionnaire
centered on the, was administered as research tool for the survey to record feedback from respondents. The data
collected was analyzed and is presented herewith.
INTRODUCTION:
Amul spurred India’s White revolution making our country, the world’s largest producer of milk and milk
products. The present research project is aimed at analyzing te consumer satisfaction towards Amul products
and to gauge the influence of media on the brand preference.
OBJECTIVES:
To know the consumer psyche and their behavior towards Amul products.
To know the relationship of sales with advertisement and the influence of media on brand preference.
To perform the statistical analysis of the collected data from the survey.
RESEARCH METHODOLOGY:
Operational Technique of Primary & Secondary Data Collection – Rationalistic & Designed in 3 stages.
Pre-Field Method: Includes collection of secondary data from various Books, Periodicals, reputed
Journals, Internet Websites, Related articles.
Field Method: A Prestructured and validated Questionnaire framed & administered to the respondents.
Post-Field Method:
Desk Research
Scanning & Reviewing the Literature on the subject
Tabulation and Analysis of the data collected from various sources, collated and presented
herewith.
Gender plays vital role in purchase decision and different gender exhibits different perception towards products.
Occupation influences buyer’s consumption pattern.
Quality, price and availability factors influence consumer behavior positively.
Consumption quantity
Feedback of experience and benefits w.r.t the user influences others to buy the product.
Media plays a vital role in brand image of a product.
GENDER
22
78 MALE
FEMALE
OCCUPATION OF RESPONDENTS
5
20
BUSINESS
EMPLOYEES
10 HOUSEWIVES
65 OTHERS
1 LITRE
CONSUMPTION QUANTITY
21 2
29 1-2 LITRE
48
2-4 LITRE
BRAND TRUST
10
AMUL
90
MOTHER
DAIRY
PURCHASE PARAMETERS
80
60
40
20
0
QUALITY PRICE TASTE AVAILABILITY
RATING ANALYSIS
PERCENTAE
YES
NO
93
References:
Dr. Ruchira Prasad and Dr. Rupali Satsangi (2013), A Case Study of Amul Co-operative in India in relation to
organizational Design and operational efficiency International Journal of Scientific and Engineering Research,
4(1), 01 – 09.
Dr. S.P. Savitha (2017), A Study of Consumer Preference towards Amul Products in Madurai city, International
Journal of Current Research and Modern Education, 2 (1), 41 – 46.
Sarika Chhabria Talreja (2017), An Analytical Study of Aromatherapy as Oriental Medicine, Paripex Indian
Journal of Research, 6 (6), 547 – 549.
PURCHASE DURATION
6 months
9
37 1 - 2 years
22
3 - 4 years
32 More than 5
years
MEDIA INFLUENCE
29 CANT SAY
NO
YES
63
LIKEABILITY OF AMUL ADVERTIEMENTS
IN ELECTRONIC AND PRINT MEDIA
YES
NO
92
Gender: It plays vital role in purchase decision and different gender exhibits different perception
towards products.
Occupation: It influences buyer’s consumption pattern.
Quality, price and availability factors: They influence consumer behavior positively.
Purchase duration: Repeat purchase helps to know customer’s loyalty.
Customer satisfaction: It is reflected in the Rating scale.
Value for money: Whether the product is worth buying.
Media influence: plays a vital role in brand image of a product.
References:
An Analytical Study of Aromatherapy as Oriental Medicine Paripex Indian Journal of Research Issue Volume
6 Issue 6 June 2017 547 - 549 Sarika Chhabria Talreja
A Case Study of Amul Co-operative in India in relation to organisational Design and operational efficiency Dr.
Ruchira Prasad and Dr. Rupali Satsangi International Journal of Scientific and Engineering Research Volume 4,
Issue 1, January 2013
A Study of Consumer Preference towards Amul Products in Madurai city Dr. S.P. Savitha
International Journal of Current Research and Modern Education Volume 2, Issue 1, 2017, 41 - 46
RATING ANALYSIS
60
50
40
30
PERCENTAGE
20
10
0
EXCELLENT GOOD AVERAGE POOR