amul project final chapter1

CHAPTER-1

INTRODUCTION

This project work is undertaken with a view to study the customer awareness,

customer satisfaction dealer’s 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

To understand the customer attitude towards Amul.

SCOPE OF THE STUDY

This study helps to understand the customer’s attitude towards Amul ice cream. It also

helps to understand the company’s 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: Company’s 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:


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.


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-

MADE’AND COMMERCIAL DAIRY ICE CREAM

JOHN A. BOWER1, & IRENE A. BAXTER2, 11 MAY 2007


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.


NEED FOR THE STUDY

Managers are always curious about the position of their company’s products in the

market which largely depend upon the company’s 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 consumer’s buying behaviour to purchase

milk.


amul project final chapter1

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