Brand loyalty

Brand loyalty, in marketing, consists of a consumer's commitment to repurchase or otherwise continue using the brand and can be demonstrated by repeated buying of a product or service, or other positive behaviours such as word of mouth advocacy. Brand loyalty is more than simple repurchasing, however. Customers may repurchase a brand due to situational constraints (such as vendor lock-in), a lack of viable alternatives, or out of convenience. Such loyalty is referred to as "spurious loyalty". True brand loyalty exists when customers have a high relative attitude toward the brand which is then exhibited through repurchase behaviour. This type of loyalty can be a great asset to the firm: customers are willing to pay higher prices, they may cost less to serve, and can bring new customers to the firm. For example, if Joe has brand loyalty to Company A he will purchase Company A's products even if Company B's are cheaper and/or of a higher quality. From the point of view of many marketers, loyalty to the brand in terms of consumer usage is a key factor. 4 types of customers or brand users.
Hard Core Brand Loyalists: These are customers who remain loyal to a single brand.

Soft Core Brand Loyalists: These are customers who remain loyal to 2-3 brands at a time.

Shifting Brand Loyalists: Shifting brand loyalists are those who keep shifting from one brand to another.But they can come back to the brand towards which they were loyal.

Switchers: The switchers always look for new brands.They prefer to experiment with different brands.At times they also switch to new brands because of price change.

A few more points to keep in mind

Develop an unbeatable product - if you want to keep customers, make sure they can get what they want from your product. Give customers an incentive to repeat-purchase - chances to win a prize, gifts with a certain number of proofs of purchase, in-pack discount coupons, etc. Stand behind your product if customers dont trust the product, they wont purchase it again. Know your trophy customers and treat them best of all remember the rule that 80 percent of sales will come from the top 20 percent of customers. Make it easier to buy your brand than competing brands availability and simplicity are keys in todays high-speed world. Customers appreciate convenience more than ever. Go to your customers - bring the product to customers when possible. Become a customer service champion seek to serve the customer and they will repeat-purchaseagain and again!

List of Products Marketed:

Breadspreads:
y y y

Amul Butter Amul Lite Low Fat Breadspread Amul Cooking Butter

Cheese Range:
y y y y

Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozarella) Cheese Amul Shredded Pizza Cheese

y y y y

Amul Emmental Cheese Amul Gouda Cheese Amul Malai Paneer (cottage cheese) Utterly Delicious Pizza

Mithaee Range (Ethnic sweets):

y y y y y y

Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom) Amul Amrakhand Amul Mithaee Gulabjamuns Amul Mithaee Gulabjamun Mix Amul Mithaee Kulfi Mix Avsar Ladoos

UHT Milk Range:

y y y y y y y

Amul Shakti 3% fat Milk Amul Taaza 1.5% fat Milk Amul Gold 4.5% fat Milk Amul Lite Slim-n-Trim Milk 0% fat milk Amul Shakti Toned Milk Amul Fresh Cream Amul Snowcap Softy Mix

Pure Ghee:
y y y

Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee

Infant Milk Range:

y y y

Amul Infant Milk Formula 1 (0-6 months) Amul Infant Milk Formula 2 ( 6 months above) Amulspray Infant Milk Food

Milk Powders:
y y y y

Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Sagar Tea and Coffee Whitener

Sweetened Condensed Milk:

y

Amul Mithaimate Sweetened Condensed Milk

Fresh Milk:
y y y y y y

Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardised Milk 4.5% fat Amul Slim & Trim Double Toned Milk 1.5% fat Amul Saathi Skimmed Milk 0% fat Amul Cow Milk

Curd Products:
y y y y

Yogi Sweetened Flavoured Dahi (Dessert) Amul Masti Dahi (fresh curd) Amul Masti Spiced Butter Milk Amul Lassee

Amul Icecreams:
y y

Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi) Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted Almond)

Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black Currant, Santra Mantra, Fresh Pineapple)

Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae)

Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite, Cassatta)

Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic)

Chocolate & Confectionery:

y y

Amul Milk Chocolate Amul Fruit & Nut Chocolate

Brown Beverage:
y

Nutramul Malted Milk Food

Milk Drink:
y

Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate)

y y y

Amul Kool Cafe Amul Kool Koko Amul Kool Millk Shaake (Mango, Strawberry, Badam, Banana)

Health Beverage:
y

Amul Shakti White Milk Food

Questionnaire Name : Age: y y y y 15 to 25 25 to 35 35 to 45 45 & above Male Female

Gender: Occupation y y y Student Employee Other

Q1: Have you ever purchased Amul Butter? y y Yes No

Q2: How many members are there in your family? y y y y 24 58 9 -12 12 & above

Q3: How often do you consume Amul Butter? y y y y All the days Frequently Occasionally Not at all

Q4: How often do you purchase Amul Butter in a month? y y y Once in 7 days Once in 15 days Once in 3 weeks

Monthly once

Q5: Do you go for y y Branded butter Local butter

Q6: Which brand of butter you perfer to purchase to your family? y y y y Amul Butter Mello Butter Nutralite Butter Britannia Butter

Q7: Which brand you are using currently? y y Amul Butter Other. . . . . . . . . . . . . .

Q8: How did you come to know about Amul Butter? y y y y y Not heard Friends Display Family Media

Q9: Where do you usually purchase the Amul Butter? y y y y Departmental stores Shopping mall Both Grocery shop

Q10: Usually what size you will purchase Amul Butter? y y y Small Medium Large

Q11: Why do you prefer to buy Amul Butter? y y y y Quality Price Taste Availability

Q12: Compared to last purchase has your present consumption of purchase of Amul Butter? y y y y Increased Some what increased No change Decreased

Q13: Rate the satifaction level of Amul Butter based on :(5 Max) y y y y Quality Value Price Availability

Q14: Are you completely satisfied with the Amul butter? y y Yes No

Q15: Have you ever encounter any Quality problem regarding Amul Butter? y y Yes No

If yes, what is the nature of complaints?

Q16: Any suggestion for improvement:-

TABLE 3.1

TABLE SHOWING RESPONDENTS AGE

Age 15 25 26 35 36 45 46 & above Total (Source: Primary Data) CHART No. of Respondents 12 6 3 4 25 Percentage 50% 22% 12% 16% 100%

Age

16%

15 - 25 12% 50% 26 - 35 36 - 45 46 & above 22%

INTERPRETATION

Almost half of the respondents are of the age group of 15 25 years where as 22% of the respondents are of the age group of 26 35 years. Only 12% and 16% are of the age group of 36 45 years and 46 year and above.

TABLE-3.2 TABLE SHOWING OCCUPATION OF RESPONDENTS Occupations Students Employee Others Total (Source: Primary Data) CHART No of respondents 12 7 6 25 Percentage 50% 26% 24% 100%

Occupation

24% students 50% employee others 26%

INTERPRETATION

Around 50% of the respondents are students where as other 50% are employee and are of other occupations which 26% and 24% respectively.

TABLE-3.3 TABLE SHOWING COMSUMTION OF AMUL BUTTER Consumption All the days Frequently Occasionally Not at all Total (Source: Primary Data) CHART No. of respondents 9 8 7 1 25 Percentage 38% 32% 28% 2% 100%

Consumption
2%

28% 38% All the days Frequently Occasionally 4th Qtr

32%

INTERPRETATION

Around 38% of the surveyors consumed amul butter all the days of the week where as 32% have it frequently and still yet 28% have it occasionally and hardly 2% voted that they dont have it at all.

TABLE - 3.4 TABLE SHOWING FREQUENCY OF PURCHASE OF AMUL BUTTER

Purchase Once in 7 days Once in 15 days Once in 3 weeks Monthly once Total (Source : Primary data) CHART

No. of respondents 9 8 3 5 25

Percentage 34% 34% 14% 18% 100%

Purchase

18% 34%

Once in 7 days Once in 15 days

14%

Once in 3 weeks Monthly once

34%

INTERPRETATION

When the candidates were asked about the frequency of their purchases, it was seen that around 34% purchases butter every week whereas the next 34% purchase it every fortnight. Around 14% purchases butter in every 3 weeks whereas the rest 18% purchases it every month.

TABLE 3.5 TABLE SHOWING RESPONDENTS PREFERENCE

Preference Branded Local Total No. of respondents 25 0 25 Percentage 100% 0% 100%

(Source : Primary Data) CHART

Preference
0

Branded Local

100%

INTERPRETATION:

When the people were asked of their choice for branded or local butter, 100% of them voted for branded.

TABLE 3.6 TABLE SHOWING BRAND PREFERRED BY THE RESPONDENT TO PURCHASE BUTTER TO THEIR FAMILY
Brands Amul Butter Mello Butter Nutralite Butter Britannia Butter Total No. of respondents 17 3 3 2 25 Percentage 68% 12% 12% 8% 100%

(Source : Primary Data) CHART

Brand
8% 12% 12% 68% Amul Butter Mello Butter Nutralite Butter Britannia Butter

INTERPRETATION:

Among the various butter brands available in the market about 68% prefer amul butter, 12% each for nutralite and mello butter and the rest 8% prefer Britannia.

TABLE - 3.7 TABLE SHOWING CURRENTLY USING BRAND

Brands Amul butter Others Total No. of respondents 18 7 25 Percentage 74% 26% 100%

(Source: Primary Data) CHART

Brands
0

26%

Amul Butter Other

74%

INTERPRETATION When asked the people about their current usage, 74% replied that they were currently using amul butter whereas only 26% said that they were using other brands.

TABLE 3.8 TABLE SHOWING HOW THE RESPONDENTS CAME TO KNOW ABOUT AMUL BUTTER
Information No. of respondents 0 7 5 4 9 25 Percentage

Not heard Friends Displays Family Media Total

0% 28% 18% 18% 36% 100%

(Source : Primary Data) CHART

Information
0%

28% 36%

Not Heard Friends Displays Family

18% 18%

Media

INTERPRETATION When I asked the people that how did they got to know about the product, if ever then maximum number of them (more than 60%) said that they have heard about it from media or from friends whereas 36% said that they have heard about it from family and display of hoardings and banners.

TABLE 3.9 TABLE SHOWING PLACE WHERE RESPONDENTS USUALLY PURCHASE AMUL BUTTER
Place Departmental stores Shopping malls Both Grocery shop Total No. of respondents 8 7 3 7 25 Percentage 32% 26% 14% 28% 100%

(Source : Primary Data) CHART

Sales

28%

32% Departmental Stores Shopping malls both Grocery shop

14% 26%

INTERPRETATION It was observed that more than 72% buy amul butter either from departmental stores or malls or both of them whereas the rest of them buys it from groceries.

TABLE 3.10 TABLE SHOWING SIZE PREFERED FOR PURCHASE

Packaging Small Medium Large Total No. of respondents 7 7 11 25 Percentage 30% 28% 42% 100%

(Source : Primary Data) CHART

Sales

30% 42% Small Medium Large

28%

INTERPRETATION About 42% of the surveyors said that they buy a large pack of amul butter whereas 30% said that they go for small sizes and the rest 28% go for medium sizes.

TABLE 3.11 TABLE SHOWING PREFERENCE OF AMUL BUTTER

Preference Quality Price Taste Availability Total No. of respondents 7 3 6 9 25 Percentage 28% 14% 24% 34% 100%

(Source : Primary Data) CHART

Prefernce

28% 34% Quality Price Taste Availability 14% 24%

INTERPRETATION When the people were enquired about the reason of their preference for amul butter 34% replied that it was easily available, 28% bought it because of quality, 24% because of taste and 14% because of price.

TABLE 3.12 TABLE SHOWING PRESENT CONSUMPUTION OF AMUL BUTTER

Consumption Increased Some what increased No change Decreased Toal No. of respondents 6 7 7 5 25 Percentage 26% 26% 30% 18% 100%

(Source : Primary Data) CHART

Consumption

18% 26% Increased Some what increasded No change 30% 26% Decreased

INTERPRETATION More than 50% of the people surveyed said that there was an increase in the consumption of their butter and the rest said that there was no change or it decreased.

TABLE 3.13 TABLE SHOWING RESPONDENTS OPINION ABOUT THE PRICE OF THE AMUL BUTTER
Priced Low Reasonable High Very high Total No. of respondents 1 10 7 7 25 Percentage 6% 40% 28% 26% 100%

(Source : Primary Data) CHART

Priced
6% 26% Low Reasonable 40% High Very high 28%

INTERPRETATION The people had the combined opinion that the product was expensive as hardly 6% said that it was low priced. Rest all of them said that the price was high.

TABLE 3.14 TABLE SHOWING RESPONDENTS OPINION FOR THE COMPLETE SATIFACTION WITH AMUL BUTTER Satisfied Yes No Total (Source: Primary Data) CHART No. of respondents 20 5 50 Percentage 80% 20% 100%

Satisfaction

20%

yes no

80%

INTERPRETATION 80% of the respondents said yes that are being satisfied with the product where as only 20% of them said no.

TABLE 3.15 TABLE SHOWING RESPONDENTS OPINIONS ABOUT PROBLEM / COMPLAINTS REGRADING AMUL BUTTER No. of respondents Problem Yes No Total (Source: Primary Data) CHART 5 20 25 22% 78% 100% Percentage

Problem

22%

yes no

78%

INTERPRETAION As if now only 22% of the respondents have encountered problem with the product where as 78% of them have not faced any problem with the product

ANALYSIS
1. Most of respondents are young, students their input for the survey. They majorly contribute to the consumer population. 2. This shows that survey hold the majority of the students that is 100% 3. The number of respondents in the survey are 10 and out of them 56% of them are males and remaining are females. 4. The table concludes that Amul Butter is consumed on almost daily basis. This shows that butter is popular among the population and is an integral food product consumed by the masses. 5. Based on previous interpretations and current survey, most of the people ( more than 50%) consumes it on regular basis and also the frequency of purchase is majorly once in week, concludes that there is a heavy consumption ( and purchase) of Amul butter by the people. 6. The previous survey showed us that the people consume butter heavily. But people, today are aware of the practices and are health conscious. Hence forth they prefer a branded butter since branded products follow the standards for the preparation of butter, so that the quality and essence of the butter is maintained. 7. Table 3.6 shows that our brand is the most popular brand among the people. And Mello Butter is the secondly popular among the people followed by Nutralite Butter and Britannia Butter. 8. Amul Butter is the mostly used butter by the people. 9. The fact that no one voted for not heard shows that the brand is well reached in the market. Also, since Amul is the old brand (since white revolution), it is an well established brand and has maintained its reputation by ensuring the delivery of quality product regularly. The brand name is heard from the people since last two decades. 10. The availability of the Amul butter is very good. It is easily available and bought from various places. 11. The study shows that Amul Butter is available in different qualities and all the available packs are almost equally popular. This also shows that Amul targets all the classes of population, according to their needs. 12. The survey shows that Amul butter has maintained standards in all the fields such as quality, price, taste and availability. Major factor which contribute to people preferring Amul Butter is its quality which it has maintained and high availability of the product in the market. 13. The taste of the product and its easily availability are the major reasons behind the increase in consumption of Amul butter. 14. This study shows that the product is priced high according to the respondents.