project

“Consumer Satisfaction towards Amul Ice Creams”

CHAPTER- 1

INTRODUCTION

1. World with Ice creams

During the dawn of human civilization early man consumed raw food

for his survival. Later he discovered fire. As he felt food more taster when

cooked, he began to cook food before consumption. As the ages passed on,

the human civilization grew to the Zenith and man with his inventions and

discoveries, started a highly civilized life, then he discovered ice creams.

Now it has become one of the fast foods.

In olden days, ice creams were not consumed by everyone. Only rich

families could afford it in their parties. Common man consumed it very

uncommonly as it was too expensive. Ice creams making was time

consuming as well as a costly process.

In modern days, ice creams are being prepared easily using modern

techniques. Ice creams are made available to all classes of people at

reasonable prices. It has become one of the loveable fast foods, youngster,

now a days prefer fast food as it is very tasty and easily consumable.

Ice creams have become the symbol of fun and celebration. It is being

consumed by every one. i.e., from children to oldage people.

Sai Sanjeeva Institute of management Chitradurga 1


Now a days, demand for ice creams is increasing at a faster rate as the

ice creams with different tastes are being discovered and introduced in the

market. To meet there growing demands and capture the market, more

number of manufactures is coming up both is small scale and large scale.

1.2. NEED FOR THE STUDY

The present market is a consumer’s market consumer is the king of

the market. If he accepts the product, then the product will survive. If the

rejects any, there is no hope for the company.

So inorder to satisfy customers, there are various ice cream industries

which produce various types of ice creams and also new inventions are

going on inorder to survive in the market.

Before entering into any new business, it makes sense to understand

the market first, the need for knowing the market has given rice for a

detailed study of market.

1.3 OBJECTIVES OF THE STUDY

To study the consumer behaviour about “AMUL Ice Cream”

To study the price strategy of ice cream

To study the promotional strategy of ice cream

To study the distribution of ice cream



1.4 RESEARCH METHODOLOGY

Primary data for this project was collected through survey by

administering questionnaire to the consumers

Secondary data has been collected from publishing sources like

textbooks catalogues of the company, internet ,. newspapers.

The sample for the filled survey has been selected through random

sampling. A sample of 100 respondents has been selected as the

sample for the field survey. Due representation has been given to all

sections of people while selecting the samples.

1.5 SCOPE OF THE STUDY

The study is conducted is Davangere city only. This study is intended

to know about the potential market for AMUL ice cream and the factor

which influences the consumers to buy this particular brand.

The project covers the areas such as

Reasons for having the product

Marketing strategies of the product

Market share of the product

Consumers’s atitude towards price of product

Quality of the product



1.6 LIMITATIONS OF THE STUDY

The study is restricted to Chitradurga city

Since the report is entirely based on the data collected from

respondents, the error of any because of biased opinion from

respondents reduces the accuracy of the report.

Since the products limited market, there is difficulty for measuring the

consumer attitude towards products.

The information obtained from respondents may change with change

in condition

Inadequacy of secondary data.



CHAPTER- 2

HISTORY OF ICE CREAMS

2.1 ORIGIN OF ICE CREAMS

It has often been said that the Chinese invented ice cream and Marco

polo brought the idea to Europe in the thirteenth century. This is more myth

than historical fact backed by evidence but it can be started with confidence

that ice cream was invented in china in the first millennium.

The process of freezing liquids by immersing them in a mixture of ice

and salt, which react together to lower the temperature of the mixture below

freezing paint, was also invented in the distant past – it was first documented

in the thirteenth century. This is how ice cream had to be made until the

invention of the freezer in the twentieth century.

A versal containing ice and salt surrounds a container containing the ice

cream mixture. The temperature of the ice and salt mix drops, freezing the

contents in the container. In order to freeze the mixture evenly, it is generally

stored are related. Since the method of ice cream making dependent on the

supply of ice, it was of limited are without that precious commodity. Ice could

be gathered from ponds and lakes in winter and the storage of ice in ice wells

and ice houses goes back several centuries.



By packing ice into an insulated underground chamber with adequate

drainage ice could be stored for months, some times years. Ice remained a

luxury and depends on nature to produce it, and cumbersome methods to

harvest it.

Ice cream made with a milk mixture was first recorded in Europe in

Italy. In England, the first recorded serving of this rate luxury was in 1672, to

kind Charles II, whose table at a banquet was served a delight derived to those

sitting at more humble tables. The first English cookery book to give a recipe

was Mrs. Mary Eagle’s receipts of 1718. The receipe did not include a process

for making the ice smooth and it must have been course ice crystals. Ice being

rare , ice cream was a luxury for the well of in all countries and had to be made

and served immediately, there being no way to store it for any great time.

The second half of the nineteenth century was the period in which ice

cream became a treat after ordinary people, Italy continued to lead Europe in

ice Germany and immigrants to the U.K. From three brought with them a

tradition and expertise which led to the popular name “Hokey pokey” which is

thought to derive from a corruption of the Italian for “try a little” in other

countries too, especially the United States, ice cream gained popularity.



The commercial harvesting of ice in cold climates and its transparent to

population centers was a growth area from the earl nineteenth century. This ice

trade made large volumes of ice available at a realistic price and it became

possible for ice cream sellouts’ to offer a taste of ice cream to the ordinary

person. Ice was sold on glasses which were wiped clean and re-used. Three

glasses “ ticks” remained in are in London until they were made illegal in

1926 for reasons of public health. Ice cream edible cones were first

documented by Mrs. Agnes Marshall in ber book fancy ice of 1894.

Cecil Rodd of walls came up with the slogan “Stop me and buy one” after his

experiments with dooretip selling in London

2.2 HISTORICAL SCENARIO AND INVENTIONS – 13 TH TO 20 TH

CENTURY

The first frozen direct is credited to Emperor Nero of Rome. It was a

mixture of snow (which he sent his slaves into the mountains to retrieve)

nectar, fruit pulp and Honey.

Historians estimated that this recipe (i.e., the one brought by Marco Polo)

evolved into ice cream sometime in the 16 th century.)_

It was not until 1660 that ice cream was made available to the general

public.



Cream ice as it was called, appeared regularly at the table of Charles I

during the 17th century.

The first official account of Ice cream in the new world comes from a letter

written in 1700 by a guest of Maryland governor William Bladen.

in 1974, a caterer named Philip Lenzi, announced in a new York newspaper

that he had just arrived from London and would be offering for sale various

confections, including ice cream.

The first ice cram parlor in America opened in New York City in 1776.

The first advertisement for ice cream in America appeared in the New York

Gazette on May 12, 1777, when confectioner Philip Lenzi announced that ice

cream was available almost every day.

Records kept by the merchant of Chatham street, New York, Merchant

show that president George Washington spend approximately $200 for ice

cream during the summer of 1790.

Until 1800, ice cream remained a rare and exotic direct enjoyed mostly by

the elite around 1800 insulated ice houses were invented.

In 1812 , Dolley midiron served a magnificent strawberry ice cream

greation at president Madison’s second inaugural banquet at the white house.



The first improvement in the manufacture of ice cream (From the land

made way in a large local) was given to us by a new jersey woman, Nancy

Johnson who is 1846 invented the hand – granted freezer.

Nancy Johnson locked the fare right to have her invention parented, as a

result her name does not appear on the patent records

On May 30, 1848, Mr. Young patented a freezer which was similar to that

of Nancy Johnson and called it “Johnson patient ice cream freezer”

The first Canadian to start selling ice cream was Thomas webb of Toronto,

a confectioner around 1850.

Commercial production was begun in North America in Baltimore ,

Maryland, 1851 by Mr. Jacob Fusel now known as the father of the American

ice cream industry.

In 1874, the American Soda fountain shop and the profession of the “Soda

Jerck” emerged with the invention of the ice cream soda.

In response to religious criticism for eating “significantly rich ice cream

sodas on Sundays, ice cream Merchants left out the Carbonated water and

invented the ice cram “Sunday” in the 1890’s .The name was eventually

changed to “Sundae” to remove connection with Sabbath.



William Neilson produced his first commercial batch of ice cream on

Gladstone Ave, in Toronto in 1893, and his company produced ice cream at

that location for choice to 100 years.

Wide availability of ice cram in the late 19th century led to new creations.

Ice cream became an edible marble symbol during World War II. Each

batch of the military tried to out do the author in selling ice cream to its troops.

Italy machinery sold his home made ice cream from a pushcart on Wall

Street. He reduced his overhead caused by customers breaking or wondering

off with his serving glasses by banking edible waffle cups with slopig sides

and a flat baotom. He patented his idea in 1903

Others link the ice cream cone invention to 1904, world fair in St. Lauis.

An ice cream vendor there reportedly didn’t have enough dishes to keep up

with demand 50 he teamed up with a waffle vendor who rolled his product into

cornucopias”

The 1906 Sullivan serviced ice cream cones at the modern woodmen of

American frirco Log rolling Sullivan Mirrouri

In 1910 “Mirrouri cone company was founder later known as western cone

company

In 1920s the cone business expanded



The first ice cream bicycles in London were used by walls in London in

About 1923.

Cone production in 1924 reached a record 245 million in America.

In 1924, new manufacturing facilities were setup for ice cream and thus the

business was expanded.

In 1991, another flavor phenomenon was created “chocolate chip cookie .

Dough ice cream which combines the best part of the chocolate chip cookie

the raw dough with creamy vanilla ice cream and semi sweet chocolate chips.

Thus the ice cream spread all over the world and became very popular and

needy item to human. The present day production and consumption rate is as

follows.

Country Production Rank Consumption Rank

United States 61.3 Mhl 1 22.5 L 2

China 23.6 Mhl 2 1.8 L 12

Canada 5.4 3 17.8 3

Italy 4.6 4 08.2 9

Australia 3.3 5 17.8 4

France 3.2 6 05.4 10

Germany 3.1 7 3.8 11



Sweeden 1.3 8 14.2 6

Switerzeland 1.0 9 14.4 5

Newzealand 0.9 10 26.3 1

Finald 0.7 11 13.9 7

Denmark 0.5 12 09.2 8

Note: The above table shows annual production in , million hecto litres and

consumption per capita in liters.

Source: Dairy source and Technology (Internet)

About 1926, the first commercially successful continuous process freezer

was perfected. The continuous freezer, developed by charance Vogt, and later

oes produced by other manufacturers has allowed the ice cream industry to

became mass production of its product.

In 1940’s through the TO s ice cream production was relatively constant in

the United States. As more prepared ice creams was sold through

supermarkets, traditional ice cream parlors and soda fountains started di

disappear. Now specialty ice cream stores and unique restaurants that features

ice cream dishes have surged in popularity. Three stores and restaurants are

popular with those who remember the ice cream shops and soda foutains of

days part, as where as with new generations of ice cream fans.



In 1945, the first floating ice cream parlour” was built for sailors in the

western pacific

When war ended the daily product rationing was lifted America and

celebrated its victory with ice cream. Americans consumed its victory with ice

cream. Americans consumed over 20 quarts of ice cream per person in 1946.

In October 1947, walls sold 3300 tricycles and nvented in freezers for

shops.

In 1983 cookies N cream made with real area cookies became an instant

hit, climbing to number five on the list of best selling ice cream flours. It also

holds the distinction of being the farthest growing new flaour in the history of

the ice cream industry.

CHAPTER- 3

AMUL ICE CREAMS – COMPANY PROFILE

3.1 HISTORY OF THE COMPANY

Amul Ice Cream was launched on 10th March, 1996 in Gujarat.

The portfolio consisted of impulse products like sticks, cones, cups as well

as take home packs and institutional/catering packs. Amul ice cream was

launched on the platform of ‘Real Milk. Real Ice Cream’ given that it is a



milk company and the wholesomeness of its products gives it a competitive

advantage.

In 1997, Amul ice creams entered Mumbai followed by Chennai

in 1998 and Kolkata and Delhi in 2002. Nationally it was rolled out

across the country in 1999.

It has combated competition like Walls, Mother Dairy and achieved

the No 1 position in the country. This position was achieved in 2001 and it

has continued to remain at the top. Today the market share of Amul ice

cream is 38% share against the 9% market share of HLL, thus making it 4

times larger than its closest competitor.

Not only has it grown at a phenomenal rate but has added a vast

variety of flavours to its ever growing range. Currently it offers a selection

of 220 products. Amul has always brought newness in its products and the

same applies for ice creams.

In January 2007, Amul introduced SUGAR FREE & ProLife

Probiotic Wellness Ice Cream, which was a first in India. This range of



SUGAR FREE, LOW FAT Diabetic Delight & ProLife Probiotic Wellness

Ice Cream is created for the health conscious.

Amul Ice Cream was launched on 10th March, 1996 at Ahmedabad.

Subsequently the distribution and marketing operations were rolled out

across the country.In a short span of 6 years Amul Ice Cream has become

the No.1 ice cream brand in the country. It is now the only national brand

and all other ice cream brands are regional.

Amul Ice Cream has achieved 38% share against 9% market share of

HLL making it 4 times larger than its closest competitor.

3.2 PRODUCTION DEPARTMENT

AMUL Ice creams has a single production plant situated in the

outskirts of all over India . Production began with a single tetrapack freezing

machinery (branded model) and 200 refrigerators.

As edible products is being produced, impartance is given for

discipline adn cleanliness with limited number of workers.

3.3. PRESENT STATUS OF THE COMPANY



Presently, the company own’s two tetrapack freezing machines in

production department for production purpose and thousand two – hundred

refrigerators for freezing purpose including outlet freezers given for dealers .

AMUL Ice creams has captured about 75% of market in Karnataka.

As consumer response towards AMUL Ice creams is good, it is able to

face its competitors more efficiently.

3.4 SALES ANALYSIS

Considering sales of establishment year as O, succeding year’s sales is

given in relation to year of establishment, i.e, sales in 2000 is 0%

Years 2002 2003 2004 2005 2006 2007 2008 2009

percentage 10% 40% 60% 60% 60% 65% 70% 75%

3.5 PROMOTIONAL ACTIVITIES



AMUL Ice creams has made its product available not only in Ice

cream parlours, but also in restaurants and even in stationary shops by

providing them freezing facilities, if the shop keeper is interested.

3.6 FUTURE PLANS

Company is planning to manufacture sugar free ice creams in next

coming days at reseasonable price

Company is planning to release ten new items i.e., same flavour but in

different packings by standardizing its way of presentation.

3.7 ORGANIZATION STRUCTUE

MANAGING DIRECTOR

EXECUTIVE DIRECTOR ORGANIZATION DIRECTOR

GENERAL MANAGER



MARKETING MANAGER PRODUCTION MANAGER ACCOUNTANT

SALES EXECUTIVE ASSISTANT MANAGER CLERK


PRODUCTION WORKERS


PRODUCT PROFILE

3.8 ICE CREAM UNDER RESEARCH

Once upon a time ice creams were available only summer. But now a

day ice cream is available throughout the year. The people who refer to

consume ice creams are in scarce. Both children and elders rush to have ice

creams as and when they are called for according to information given by

company, ice cream business run successfully throughout the year without

any variation inspite of variation in seasons.

1005 people (including both men and women) on whom recently

research work was undertaken, has declared ice creams as their likely food.

People of all age groups rush towards ice creams because of the cream

within it and its different tastes which give delight to their hearts. Today,

more than 50 varieties are available in Market. Some people consume ice

creams regularly along with their food. The facts that are discovered from

the recently undertaken research work are as follows.

i. Ice creams have the power to resolve excess of fat present in

our body.

ii. Those who consume ice cream continuously can reduce their weight from

10 to 30 pounds



iii. By resolving excess fat in our body, ice creams also help in providing good

health to our body form of mixture comes into being after 8 to 10 hours

under a temperature of + 40 C Now, i.e. after fourth stage ready-mix of ice

cream is available to which required flavors are to be added.

In the fifth stage, required flavors are added and kept in refrigerator under a

temperature of -60 C Now; the edible form of ice cream is available.

3.9 VARIETIES IN AMUL ICE CREAMS:

Large cups

Small cups

Family Packs

Party packs

cones

sundae special

candies

Novelties

3.10 FLAVORS IN EACH VARIETY:



Large cups contain 100 ml of ice cream. Different flavors available in this

variety are as follows.

Flavor Price ( Rs)

Vanilla 10.00

Super Vanilla 12.00

Strawberry 10.00

Tuty fruity 12.00

Green Pista 14.00

Mango 14.00

Chocolate 12.00

Pineapple 13.00

Butter Scotch 14.00

Kaju Kirmies 14.00

Fig – o- honey 14.00

Black Current 14.00

Kesar Pista 15.00

Pine orange. 14.00

Small cups contain 50 ml of ice cream. Different flavors in this variety are:

Flavor Price ( Rs)



Vanilla 5.00

Super Vanilla 6.00

Strawberry 6.00

Tutly fruity 7.00

Green Pista 8.00

Mango 8.00

Chocolate 7.00

Pineapple 7.00

Butter scotch 8.00



Family packs contain 50ml of ice cream Different flavors in this variety are:

Flavor Price ( Rs)

Vanilla 35.00

Strawberry 35.00

Tutty fruity 35.00

Green Pista 50.00

Mango 45.00

Chocolate 45.00

Pineapple 45.00

Butter scatch 50.00

Kaju Kirmies 50.00

Fig-O-honey 50.00

Black current 50.00

Kesar Pista 50.00

Three in one 60.00

Pine arrange 50.00

Party packs contain 1000 ml of ice cream different flavors in this variety are:



Flavor Price ( Rs)

Vanilla 65.00

Strawberry 65.00

Tuty fruity 85.00

Green pista 95.00

Mango 90.00

Chocolate 80.00

Pineapple 90.00

Butter scotch 95.00

Kaju Kirmies 95.00

Fig –o- honey 105.00

Black Current 95.00

Kesar Pista 100.00

Three in one 85.00

Pine arrange 95.00

Cones are available ink the following flavors:

Flavor Price ( Rs)

Cone Pearl 15.00



Cone Khazana 18.00

Magic cone 8.00

Sundae special is available ink the following flavors:

Flavor Price ( Rs)

Sundae delight 18.00

Sundae Chocolate 18.00

Sundae black Current 18.00

Candies are available in the following flavors:

Flavor Price ( Rs)

Mango bar 5.00

Arrange bar 5.00

Chocó bar 12.00

Mango jodi 12.00

Raspberry jodi 12.00

Naughty nutty choc-bar 18.00

Mini Kulfi 12.00

Pista Kulfi 15.00

Kesar Kulfi 15.00

Mini Chocó bar 7.00

Fun feast 15.00

Pine feast 16.00

Arrange feast 16.00



Mango feast 16.00

Double hit 5.00

Pineapple cram candy 6.00

Strawberry cream candy 6.00

Novelties:

Flavor Price ( Rs)

Bouncer 13.00

AMUL Martani 12.00

Mart Martani 17.00

Dreamy sundae 22.00

Carrata 18.00

Bon bon 10.00

Rainbow 12.00

Strawberry heart 13.00

Mango ball 15.00

CHAPTER-4

4.0 PROFILE OF CHITRADURGA DISTRICT



4.1. INTRODUCTION

Chitradurga is a fort city with historical background. Number of coir

industries are located. District has other industry likes cement industries.

District has No. of tourist places like fort are regime of pilgrims covering

Anebagilu, Rangayyanabagilu, Onake obavvana kindi etc. District has other

historical places like Halurameshwara, Sri Ranganatha temple, Guru

Thipperudraswamy temple, Nayakanahatti etc.

District has natural resources like limestine, manganese etc.,

agriculture and horticulture resources like maoze, jawar, ragi, ground nut,

onion, coconut etc., district has traditional artisans engaged in wool

weaving, silk weaving and hancraft. Challakere taluk of the district is

popularly known as oil centre of Karnataka. Since good many No. of mills,

solvent extraction plants are located. The District has good no. of training

centres and net work of APMCS’S for items like groundnuts, maize, sun

flower, Areca not and oil seeds.

District has good yield of coconut and as such cement plants, cotton

giving, Vani sugar factory (lockout) R.K. Power zin, new steel industry etc.,

district has No. of traditional silk weaving artisans and weavers.



4.2. DISTRICT AT A GLANCE

SL NO. SIVATOR DATA

1 Area in hectares:

Total geographical area 770700

Forest 73719

Net sown area 469837

Net irrigated area 69047

2 Population:

Total population 1517896

Male 776221

Female 741675

Urban 274238

Rural 1243658

Literacy rate 54%

3 Major crops in MT:

Ragi 68861

Maize 26353

Sunflower 44699

Coconut



Areca not 21309

Chilly 3762

Tamarind 1375

Papaya 535

Banana 2389

Mango 3180

4 Mojor mineral(in million tons):

Manganese ore 1248

Lime stone 1778

Granite 288

5 Animal husbandry

Cattle 281037

Buffaloes 172777

Sheep 750707

Goats 217271

Poultry birds 704956

6 Infrastructure (in K.M)

Stare highways 486

District main road 887



Railway length 131

No. of post offices 307

No. of telegraph offices 40

No. of telephone exchanges 84

No. of telephones 41713

No. of commercial banks 52

No. of Gramina banks 63

No. of engineering colleges 1

No. of polytechnic institutions 2

No. of industries co-op societies 60

No. of ITI 5

No. of A.P.M.C 14

No. of hospitals 58

No. of Nursing homes 166

No. of police stations 33

No. of vehicles 64644

7 Industries scenario

No. of artisans 16061

No. of SSI units 4329



No. of medium & large industries 20

No. of industrial estates 3

No. of sheds constructed 60

Area developed in industrial estates 33.5acres

Area of industrial area 1

Area developed in industrial estates 82acres

No. of plots 71

4.3 RESOURCES BASE OF THE DISTRICT

Through the district is coming under drought prone area, ample agriculture

and horticultural crops are grown because of fertile land. The district is rich

in natural mineral resources. There is good strength of animals.

The sericulture production is also increasing. Human resource of the

district is remarkable. Hence all these sound resources have supported for

the working of existing industries and have given scope for future industrial

development.

4.4. Agriculture

In Chitradurga district major agriculture crops grown are ragi, maize,

jowar, groundnut and sunflower. Based on these crops- agriculture produced



processing industries like cleaning and packing of ragi, ragi malt(energy

food). Maize rava, maize corn flakes, maize starch, maize corn oil, poultry

feed and other edible oil industries could the setup. There is sufficient

quantity of agriculture waste, after processing of agriculture produces which

could be made use in bio-mass manufacturing unites like briquette fuel.

4.5. Horticulture

The major horticulture crops grown in the district grouped under fruits

and vegetables, species plantation. Major food crops are papaya, mango,

sapota, pomegranate and banana etc. The important vegetable crops include

onion, tomatoes and chillies. The species and plantation crops are tamarind,

coconut, areca nut etc.

4.6. Sericulture

In Chitradurga district mulberry crop is grown in 4006 hectare. Post

cocoon activities like silk filature units, reeling units, multiend unit have

been setup. Further, there is large number of handloom weavers on weaving

activity, particularly concern, rated in molakalmur taluk sericulture

department has proposed introduction of new technology and infrastructure

facilities to enhance production.



4.7, Minerals

The major mineral resources of the district are lime stone, manganese,

iron ore etc. there are already four mini cement plants setup in the district.

There is scope for setting up units based on cement as raw material,

manganese are could be pulverized and transported for further processing

other parts of the state.

4.8. Socio economic infrastructures of the district

The district has adequate infrastructure facilities like roads, transports,

communication, power and industrial area, marketing. Further sufficient

socio economic infrastructures are also available,

4.9. Transport

1. Roads

Two national highway is passing through the district they are national

highway No.4 that is POONA TO BANGALORE and national highway

No.13 i.e SOLLAPUR TO MANGALORE, the tauk head quarters, holies

and villages are connected to the district head quarters.

2. Railways

Chitradurga is connected to chikkajajur railway junction who connects

to Poona to Bangalore route Chitradurga to rayadurga railway line is passing



through challakere and molkalmuru of the district and further connected to

bellary and guntkal enrooted to other parts of the country.

3. Co-operative socities and VSSN

There are 541 co-operative socities registered out of which 127 are

Vyavasaya Seva Sangha Niyamith(VSSN).

4.10. Training Infrastructure

In the district department of the industries and commerce has setup

artisan trading institution(ATI) and district industries training

institution(DITC) for improving skill development viz., in artisan training

institute the crafts includes black smithy, carpentry, coir woolen and cotton

weaving and in DITC electrical, automobile, plumbing and sanitary, bore

well and IP set repair and cotton weaving.

CHAPTER-5

5.1 MARKETING, MEANING AND DEFINITION:

The term ‘Marketing’ differs from the term market. Marketing does

not mean mere transfer of goods from sellers to buyers. Marketing means

distribution of goods from produces to final consumers.



“Philip Kotler’ defines marketing as “Marketing is a social and

Managerial procees by which individuals and groups obtain – what they

need and what through creating, offering and encharging products of value

with others”.

5.2 MARKETING MIX, MEANING AND DEFINITION:

The key to understand integrated marketing to day is to understand the

implications of the word strategy. A strategy is what you are going to do, a

marketing strategy is the link between a product and the market, it provides

the much desired direction far allocating the marketing effort. It is

translated into an action plan through the tools of marketing management.

There tools together are called as ‘Marketing mix’.

‘Philip Katler’ defines marketing min as the set of marketing toals that

the firm uses to pursue its marketing –objections in the target market”.

Marketing mix is a effective technique far existing successful

marketing.

5.3 ELEMENTS OF MARKETING MIX:

Marketing mix is made up of four element namely product, police,

promotion, place.

5. 3.1 PRODUCT MIX:



The product is the focus of marketing efforts product is the sum-total

of physical and psychological satisfaction is provides to the buyer. A

product is the sum- total of parts like materials used in its construction and

its ability to perform, its packaging, its brands and the intangibles associated

with it all that speak about its personality arinage . The product mix is the

composite of products offered far sale by the firm, over a period of time.

The product mix has the following important variables.

The Product line and product range:

Product line is a groups closely related products which are able to

satisfy a class of need, to be used together, to be sold to the same consumer

group, to be moved through the same distribution Chanels or fall within a

given price ranges. Each firm has its own product line.

Product Design:

The marketing decisions start designing the product in a way which is

required by the target consumer. Product design is an important factor in the

sale of many products. Products designed Properly enhance their utility,

attractiveness, ease of operation, safety and appeal, good design; therefore,

increases sales valume, provides advertising and selling features, permits



higher prices, reduces manufacturing carts, minimize service and reduces

transportation charges design is a major selling feature in almost all the

consumer goods.

Product Package:

What clothes are to the human beings so are packages far the

products. A good package has the pride of place in merchandising because,

lit protects the products, provides convenience to the consumers, increases

economy and communicates, AMUL ice creams also give more importance

far packaging they all plastic containers and cardboard containers far

packing purpose.

Product quality:

Establishment and control of quality standard is a basic step in

merchandising, Once the standard of quality are established by the

manufacturers, continoce conform to the standard so set.

Product quality depends on proper design, engineering, choice of

materials, manufacturing processes, workmanship and packaging, as AMUL

ice creams have given more importance for quality, they are gaining more

importance in market.

Product Labeling:



A product label may be either descriptive, informative, grade designating or

a combination of these labels are filed to products to identify them and to

describe their ingredients, quantity, quantity and other characteristics. A

descriptive label is one which describes the contents of the package or the

ingredients of the products. Labeling of AMUL ice creams include

company name and address, product ingredients, manufacturing date, life,

net contents and minimum retail price.

Product Branding:

A brand is a symbol a mark, a name a communication which bring

about an identity of a given product. Product are identified and labeled with

trade marks or brands composed of letters, numbers, wards and designs. The

brands name of AMUL BAKERIES AND FOODS PVT. LTD. IS ‘AMUL’.

5.3.2 PLACE MIX:

Place or distribution mix stands far the matching arrangement far the

smooth flow of goods and services from the producers to the consumers.

Understanding consumer behavior and ‘knowing consumer’ are never

simple. Consumers may state their needs and wants but act otherwise.

Consumer behavior is largely determined by how the customer thinks and

processes information.



TRANSPORTATION

A selection is to be made of the most efficient economical, rapid and

dependable mode of transparent for the firms products taking into account rail

roads , motar trucks, inlad water ways , pipe lines , air ways on railways and

post parcel.

For transportation purpose, AMUL Ice creams used road ways.

WAREHOUSING

Warehousing has its own place in distribution of goods that creates time

utility of adjusting supply and demand preserving as condition the product and

obtaining more favourable demand and market price.

THE CHANNELS OF DISTIRUBTION

While developing and implementing plans and policies with regard to

channels of distribution, manufacturers should take into account the factors

such as, the type of the product the nature and extent of market, the channels

employed by the competitors the relative merits and demerits of each channel

of distribution to the manufacturers, the extent of co-operation extended by the

intermediaries the potential volume the cost and profit derived in case of each

alternative channel.

DISTRIBUTION CHANEL FORMULATED BY AMUL ICE CREAMS

IS AS FOLLOWS



MANUFACTURER

DISTRIBUTRO

DEALER

CONSUMER

5.3.3 PRICE MIX

Price is the value of product expressed in items of money. Every

marketing manager is very much particular about his pricing policy, its

determinations and implementation. The basic price variables are as follows;

PRICING POLICIES AND STRATEGIES

Price policies and strategies are the guidelines and the frames within

which management administers prices so to match them to the market needs.

AMUL Ice creams are pricing on competition and quality basis

The Terms of Credit, by expanding a market, can make new firms of

production economically worthwhile. The modern business is build up and



expansion is based on the credit, credit is the breath of modern marketing

efforts. No firm can think of surviving without this credit, of the total turnover

of the business houses, the credit share ranges any where between 60 and 95

percent.

TERMS OF DELIVERY

Delivery of the goods to the dealer , middlemen and customer is also of

vital importance, clean cut polices are to be spelled out regarding the terms of

delivery as to quality time and place of delivery and the condition of valid

delivery. AMUL ICE CREAM IS VERY CAREFUL WITH RESPECT TO

THIS WORK.

REAL PRICE MAINTENANCE

It is a policy of establishing a minimum reale price below which a

wholesaler a retailer may net sell the manufacturer’s products . Thus AMUL

ice creasm are following ceasone price maintenance by fixing a standard price

for each product. Resale price maintenance is designed by AMUL ice creams

to prevent excessive price-cutting by distributaries and dealers and the

consequent reductions in their profit margin. It discorages products –

substitution by merchants and maintain the prestige of an advertised brand.

Further the customers of AMUL Ice creams are protected against over

changing by the middlemen.



5.3.4 PROMOTION MIX

Promotion mix is the communication mix which deals with personal and

imporsonal persuilike communication about the product or service of the

manufacturers.

The promotion mix variables area as follows;

Personal selling

Personal selling has an important role to play in communicating

between a firm and it customers. AMUL Ice cream have never undergone

personal selling

Advertising

Advertising is a very popular method of impersonal communication

using its wide variety of media vehicles. The various media used by AMUL

Ice creams for advertising are, newspapers, posters, wall printings and display

boards.

Sales promotion

It is the function in marketing of providing inducements to buy ,

offered for a limited period only at the time and place and purchasing

decision is mode, which are supplementary to a products nomianl value.

AMUL Ice creams consider it as secondary to advertising and personal

selling. AMUL ice creams give sales promotion in the farm of seasonal

offers.



5.4 CONSUMER BEHAVIOR

Consumer behavior is one of the important variables on controllable

in the marketing environment. Buyer behavior is a comparatively new field

of study. It is the attempt to understand and predict human actions in the

buying notes. It has assumed gracing importance uses market oriented for

consumer oriented marketing, planning and management, buyer market for

many products and the growth of consumerism and consumer legislation.

Since 1960, have created special interest in buyer behavior and formation of

marketing programmer respond favorable buyer behavior in the market

place.

Every marketing activity revolves around the customer. In early stages

of economic evaluation the consumer had to accept what producers had

produced by today the consumer dictates terms to the manufacturer to

manufacture the product he wants. Consumer purchases a commodity as

dictated by their mental and economic force. As consumption initials

production the producer purchase this offer a total product that can give

consumer satisfaction.

5.4.1: MAJOR FACTOR INFLUENCING BUYING BEHAVIOUR:

Consumers make purchase decisions on the basis of who they are

where they line and now much they earn.


Buyers

Psychological factors

Socio-cultural factors

Economical factors

Environment factors

MotivationPerceptionLearningBelief & attitudespersonality

FamilyReference groupSocial classCulture

Personal incomeIncome expectationSavingsConsumer credit

PoliticalLegalTechnologicalethical


1. PSYCHOLOGICAL FACTORS:

A. MOTIVATION:

Person as many needs at any given time. Some needs are

biogenic tension such as hunger, thrust, discomfort other needs is

psychogenic, then arise from psychological states of tension such

as the need for recognition esteem or belonging. Most



psychogenic needs are not intensive enough to motivate the

person to act on them immediately. A need become a motive

when it is aroused to a different level of intensity. A motive is

need that is sufficiently pressing to drive the person to act.

B. PERCEPTION :

Perception gives the direction to be taken by the behavior. It is

the meaning that consumers give on the basis of its past experience

consumers sense perceives the color shape sound smell taste etc of its

stimuli. The consumer has his own, selective, exposure, selective

distortion, selective retention and selective action. i.e., the consumer

as his own, decision whenever messages broadcast by the marketers

through their promotional tools.

C. LEARNING :

When people act they learn. Learning involves changes in an

individual

behavior arising from experience. Most human behavior learnt. Learning

theories believe that learning is produced through the interplay of drives,

stimuli, cues responses and reinforcement.

Drive refers to an internal state of tension, which warrants action. A

“cue” is an environmental stimulus. Responses represent the person’s

reaction to cues within his environment. Reinforcement is the response

reward.

D. BELIEVES AND ATTITUDES :



Though doing and learning people acquire believes and attitudes.

These

in turn influence their buying behavior. A belief is the description

throughout that a person holds about something. Manufactures are very

interested in the believes that people carry in their heads about their products

and services. These beliefs make up product and images and act on their

images.

An “attitude” is a person enduring favorable or unfavorable evaluations

emotional feelings and action tendencies toward some object or idea. People

have attitudes toward almost everything : religion, politics, clothes, music,

food and so on. Attitude put them in to a frame of mind of liking or disliking

an object, moving toward or way from it. Attitudes lead people to behave in

a fairly consistent way towards similar objects.

E. PERSONALITY :

Personality refers to the essentials difference between one individual

and another. Therefore, personality consists of mannerisms, habits,

action that make a person an individual and there by serve to make

him distinct from every one else. Personality interplay of three

component namely, the “id, the ego, and super ego”.

The “id”, the source of all mental energy, which drives as to action.

The “ego”, the conscious directs of “id” impulses for finding satisfaction

in social accepted manner. It represents our basic impulses and total

satisfaction.

The “super ego”, the internal representation of what is socially approved

our conscience ie., it reflects our idealized behavior patter.



2. SOCIAL CULTURAL FACTORS:

A. FAMILY :

Most consumers belong to a family group. The family can exert

Considerable influence in shaping the pattern of consumption and indicating

the decision making roles personal values, attitudes and buying habits have

been shaped by family influences.

B. REFERENCE GROUP :

Reference groups are those groups, which an individual identified

with

to the extent that those groups became a standard or normal, which influence

his behavior. Reference group is a social and professional group that

influences that individual opinions, beliefs and aspirations. It is one that

provides an individual with a sense of identity, accomplishment and

stability. Group influences is seem in brand references and choices.

C. SOCIAL CLASS:

Social classes are relatively homogenous and enduring divisions in a

society. Which are hierarchically ordered and whose members share similar

values interests and behaviors.

Social classes do not reflect income along but also other indicators

such as occupation education and area of residence, social classes differ in

their dress, speech patterns, recreational preferences and many other

characteristics. Social classes have several characteristics, persons within

each social class tend to behave move alike than persons from two different

social classes, second, and persons are perceived as occupying inferior or

superior positions according to viz. occupation, income, wealth, education



and value orientation rather than any down during their lifetime. The extent

of this ability varies according to the rifidity of social stratification in a given

society.

D. CULUTRE:

Culture is the most fundamental determinant of a person’s wants and behavior.

Culture refers to all those symbols, artifacts and behavioral patterns that are passed

on socially from one generation to the next, culture are specific to the areas in

which they evolve.

Culture trends have significant implications for market segmentation,

product development, advertising, and merchandising, branding and

packing.

3. ECONOMICAL FACTORS :

A. PERSONAL INCOME :

Income means purchasing power. Gross income of a person is

composed of “disposal personal income is the balance after

subtracting taxes and compulsory deduction from gross income. Any

change in disposal income will have change in consumer buying

decision. Decline in disposal income reduces the consumer spending :

however, whom disposal income raises, consumer spending not only

rises but makes them to go in for more and more of luxuries.

“Discretionary income “is the income, which is available after meeting

basic needs of living. It is residual disposal income left after meeting all

expenses essential to provide a minimum subsistence needs to a family.



B. INCOME EXPECTATION :

The expected income to receive in future has direct relations with

buying behavior. The expectation of higher or lower income has a direct

affect on spending plans.

C. SAVINGS :

A change in the amount of saving leads to a change in the expenditure

of an individual. If he decides to save more he will spend less a

comforts and luxury.

D. CONSUMER CREDIT:

Facility of consumer credit system like hire purchase installment

purchase credit cards etc., play an important role in purchase decision.

4. ENVIRONMENTAL FACTORS:

A. POLITICAL:

The system of government influences both consumer and market

behavior. If the government is rigid the buying pattern of consumer may be

less frequent. On the other hand if there is stable and modern approach,

buyers will by frequently.

B. LEGAL :

The legalities and politics of the government like taxation policy,

import export policy etc., are more rigid. Market will play to a less extent

and if the policies are liberal buyers are more free to buy.



D. TECHNICAL :

The advancement of science and technology changes the standard of

living and income level of buyers and they go for durable and comfort

goods.

E. ETHICAL :

The business policy of commercial undertaking also influences the

buying behavior of consumer.

5.4.2: MEANING OF SATISFACTION:

Over 38 years ago PETER DRUCKER observed that a co’s First task

is “to create Customers”. However, customer faces a vast array of product

and brand choices, prices, and suppliers, how to do they make their choices?

We believe that customers estimate which after offer will delivery the

most value. Customers are value-maximizes, within the bounds of search

costs and limited knowledge, mobility and income.

They form an expectation of value and act on it. Whether or not the

offer lives up to the value expectation affects both satisfaction and

repurchases profitability.

5.4.3: TOTAL CUSTOMER SATISFACTION

Whether the buyer is satisfied after purchase depends on the offer’s

performance in relation to the buyer’s expectations. In general, satisfaction

is person’s feelings of disappointment resulting from comparing a product’s



perceived performance in relation to his or her expectations. If the

performance falls short of expectation, the customer is dissatisfied if the

performance matches the expectations, the customers is satisfied if the

performance exceeds expectations, the customers is highly satisfied or

delighted.

The link between customer satisfaction and customer loyalty is not

proportional suppose costomer satisfaction is rated on a scale from the five.

At a very low level of customer satisfaction, customers are likely to abandon

the company and even bad-mouth it. At levels two or four, customers are

fairly satisfied but still find it easy to a switch to when a better offer comes

along. At level few, the customer is very likely to repurchase and even

spread good word of mouth about the company. High satisfaction or delight

creates an emotional bond with the brand or company, not just a rational

performance. Xerox’s senior management found out that its “completely

satisfied” customers are 6 times more likely to repurchase Xerox products

over following 18 months than its “very satisfied” customers.

5.4.4. CUSTOMER EXPECTATION

How do buyers form their expectations? From past buying experience,

friend’s and associates advice, and marketers and competitors and

information’s and promises. If markers raise expectations two high, the

buyers is likely to be disappointed, however, if the company sets

expectations too low, won’t attract enough buyers.

Some of today’s most successful companies are raising expectations

and delivering performances to match. These compnies are aiming for TCS-

total customer satisfaction Xerox, for example dissatisfied customers



equipment within a period of three years after purchase. Cigna advertisers,

”we’ll never be 100%satisfied until you are, too” and one of Honda’s ads

says, one reason our customers are so satisfied is that we aren’t “Nissan

invites potential infinity buyers to drop in for a “guest drive because the

Japanese world for customer is “honored guest” look at what high

satisfaction can do.

5.4.5 ATTRACTING AND RETAINING CUSTOMETS:

ATTRACTING CUSTOMERS

Today’s customers are becoming harder to please. They are smarter,

more price conscious, more demanding, less forgiving, and they are

approached by many more competitors with equal or better offers, the

challenging, according to JEFFREY GITOMER, is not to produce

satisfied customers: Several competitors can do this. The challenging is

to produce delighted and loyal customers.

Companies seeking to expand their profit and sales have to spend

considerable time and recourses searching for new customers. To generate

leads, the company develops ads and places them in media calls to possible

new prospects; its sales people participate in trade shows where they might

find new leads; and so on. All this activities produces a list of suspects. Next

task is to identify which suspects are really good prospects, by interviewing

them, checking on their financial standing, and so on. Then is time to send

out the sales people.

THE NEED FOR CUSTOMER RETENTION:



Unfortunately, most marketing and theory and practice centres on the

art of attracting new customers rather than on retaining and cultivating

existing ones. The emphasis traditionally has been on marking sales rather

than building relationship; on pre selling rather than carrying for the

customers afterwards. A company would be wise to measure customer

satisfaction regularly. Because the key to customer retention is customer

satisfaction .

A highly satisfied customer stays loyal longer, buys more as company

introduce new prducts and upgrade existing products, talks favorably about

the company and its products, pays less attention to complete its brand and

is less sensitive to price offers product or service ideas to the company and

costs less to serve than new customers because transactions are routine.

Some companies think they are getting a sense of customer

satisfaction by tallying customer complaints, but 96% of dissatisfied

customers don’t complain; many just stop buying. Suggestion forms and

tool-free numbers and E-mail address serve this purpose. the 3M company

claims that over two third of its products improvement ideas come from

listening to customer complaints.

Listening is not enough, however, the company must respond quickly

and constructively to the complaints.

Of the customer who register a complaint, between 54 and 70% will

do business again with the organization if their complaint is resolved the

figure goes up to a staggering 95% if the customer feels that the complaint

was resolved quickly. The customer who have complain to an organization

and had their complaints satisfactorily resolved till an average of 5 people

about the good treatment they received.



MEASURING SATISFACTION:

Although the customer-centered firm seeks to create high customer

satisfaction, that its main goal. If the company increases customer

satisfaction by lowering its price or increasing its services, the result may be

lower profits, the company might be able to increase its profitability by

means other than increased satisfaction.

Example; Improving manufacture process or investing more in R & D.

Also, the company many stakeholders, including employees, dealers,

suppliers and stockholders spending more to increase customer satisfaction

might divert funds from increasing the satisfaction from others “patterns,

ultimately, the company must operate to the philosophy that it is trying to

deliver a high level of customer satisfaction subject to delivering acceptable

levels of satisfaction to the other stakeholders.

When customers rate their satisfaction with an element of the

companies performance-say, delivery the company needs to recognize that

customers vary is how they define good delivery, it could mean early

delivery, on-time delivery. Order completeness, and so on. Yet if the

company had to spell out every element in detail, customers would face a

huge survey questionnaire. The company must also realize that two

customers can report being “highly-satisfied” for different reasons. One mey

be easily satisfied most of the time and other might be hard to please but was

pleased on this occasion.

Claes Fornell has developed the American Customer Satisfaction Index

(ASCI) to measure the perceived satisfaction consumers feel with different

firms, industries, economic sectors, and national economies. Some



companies and brands with high ASCI scores in 2001 include H.J. Heing

company (89), Colgate-Palmolive (85), Cadillac (88) and Dell(78).

Companies need to be especially concerned today with their customer

satisfaction level because the internet provides a tool for consumers to

spread ba word of mouth as well as good word of mouth to the rest if the

world.

5.6: BUYING BEHAVIOR:

The consumer decision making varies with the type of buying

decision.

1. Complex Buying Behavior : In this type consumers go through complex

buying behavior when they are highly involved in a purchase and aware

of significant difference among brands.

2. Dissonance Reducing Buying Behavior: Sometimes the consumer is

highly involved in a purchase but see little difference in brands. In this

case the buyer will shop around to learn what is available out will fairly

and quickly because brand differences are not pronounced.

3. Habitual Buying: Many products are brought under conditions of low

consumer involvement and the absence of significant brand difference.

4. Variety Seeking Buying Behavior: Some buying situations are characterized

by low consumer involvement but significant brand differences. Here

consumers are often observed to do a lot of brand switching.



CHAPTER-VI

6. ANALYSIS AND INTEREPRETATION ON SURVEY

The survey analysis is done on sample size of 50, through

questionnaire method. The main objective of customer survey is to

understand the different aspects of marketing of AMUL Ice Creams.



The analysis and interpretation of data collected from customers is as

follows;

Table 6.1: CLASSIFICATION OF THE BASIS OF AGE GROUP

Age Group Number of Respondents Percentage

15 – 20 8 16%

21 to 25 14 28%

26 to 30 10 20%


GRAPH SHOWING AGE GROUP OF CLASSIFICATION

36%

20%16%

28%

0%

10%

20%

30%

40%

15 – 20 21 to 25 26 to 30 30 andabove

AGE GROUP

PE

RC

EN

TAG

E 15 – 20

21 to 25

26 to 30

30 and above


30 and above 18 36%

Total 50 100%

The above table shows that, our of 50 respondents belong to age

group of 15-20, 15 belongs to age group of 21 – 25 , 10 belongs to age group

of 26-30 and remaining 18 belong to age group of 30 and above.

TABLE 6.2 CLASSIFICATION OF THE BASIS OF QUALIFICATION

Qualification Number of Respondents Percentage

S.S.L.C. 16 32%

Graduates 30 60%

Post Graduates 4 8%

Total 50 100%


32%

60%

8%

0%10%20%30%40%50%60%

PERCENTAGE

S.S.L.C. Graduates PostGraduates

QUALIFICATION

GRAPH SHOWING QUALIFICATION OF RESPONDENTS

S.S.L.C.

Graduates

Post Graduates


The above table shows that, 32% of the respondents have completed

S.S.L.C. 60% are graduates and 4% are postgraduates.

This shows that, majority of them are graduates.

TABLE 6.3 CLASSIFICATION ON THE BASIS OF OCCUPATION

Occupation Number of Respondents Percentage

Student 12 24%

Employee 6 12%


OCCUPATION OF RESPONDENTS

24%

12%60%

4%

Student

Employee

Business or Profession

Other


Business or Profession 30 60%

Other 2 4%

Total 50 100%

The above table shows that, 24% of the respondents are students, 12%

are employees, 60% are business persons or professionalisms and 4% of the

respondents belong to other occupation.

Table 6.4 CLASSIFICATION ON THE BASIS OF TASTING ICE CREAM

(ANY BRAND)

Opinion of respondents Number of Respondents Percentage


92%

8%

0%

20%

40%

60%

80%

100%

PERCENTAGE

Yes No

OPINION OF RESPONDENTS

GRAPH SHOWING TASTING ICE CREAMS

Yes

No


Yes 46 92%

No 4 8%

Total 50 100%

The above table shows that, 92% of the respondents have tasted ice

creams and 8% of them have not tasted ice creams.

This shows that, among the 50 respondents only 46 of the them have

tasted ice cream.

Table 6.5 CLASSIFICATION ON THE BASIS OF TASTING AMUL ICE CREAMS

Response Number of Respondents Percentage



Yes 42 84%

No 8 16%

Total 50 100%

The above table shows that, out of 50 respondents, 44 respondents

have tasted AMUL Ice Creams, 6 of them have not tasted AMUL Ice

Creams.

This shows that, Majority of the respondents have tasted AMUL Ice

creams.

GRAPH SHOWING TASTING OF AIC

84%

16%

Yes

No

Table 6.6 CLASSIFICATIONS ON THE BASIS OF SOURCES OF INFORMATION

Source Number of Respondents Percentage

Friends 18 36%

Posters 6 12%



Display boards 12 24%

Newspaper 4 8%

Others 10 20%

Total 50 100%

The table shows that, out of 50 respondents who have tasted AMUL

Ice Creams , 18 respondents know about AIC through friends, 6 from

posters, 12 from display boards, 4 from newspapers and 10 from other

sources i.e., other than those of mentioned.

This shows that, majority of the respondents know about AIC through

their friends.

36%

12%

24%

8%

20%

0%5%

10%15%20%25%30%35%40%

PERCENTAGE

1

SOURCE

GRAPH SHOWING SOURCES OF INFORMATION

Friends

Posters

Display boards

Newspaper

Others

TABLE 6.7 RESPONDENTS OPINION ON PRICING OF AMUL ICE CREAMS

Price Number of Respondents Percentage

High 4 8%

Low 4 8%

Reasonable 42 84%



Total 50 100%

The table shows that, out of 50 respondents, 8% of the respondent’s

opinion about price of AICs is , high, 8% of the respondents are of the

opinion that price is low and the rest 84% are of the opinion that price is

reasonable.

This shows that, majority of the respondents feel that the price is

reasonable.

GRAPH SHOWING OPINION OF PRICEING

8% 8%

84%

0%

20%

40%

60%

80%

100%

Percentage

PRICE

PE

RC

EN

TAG

E

High

Low

Reasonable

TABLE 6.8: OPINION OF RESPONDENTS ABOUT QUALIFY OF AMUL ICE

CREAMS

Quality Number of Respondents Percentage

Good 24 48%



Excellent 6 12%

Satisfactory 20 40%

Total 50 100%

The table shows that, out of 50 respondents, 24 respondents are of

opinion that qualify of AIC is good, 6 respondents’s opinion is that the

quality is excellent and the rest 20 feel satisfactory.

This shows that, majority of respondents opinion is that the quality is

excellent and the rest 20 feel satisfactory.

GRAPH SHOWING OPINION ABOUT QUALITY

48%

12%

40%Good

Excellent

Satisfactory

TABLE 6.9: RESPONDENTS OPINION ON PACKING OF AMUL ICE CREAMS

Opinion of Respondents Number of Respondents Percentage

Good 30 60%

Excellent 4 8%



Satisfactory 16 32%

Total 50 100%

From the above table, it is clear that out of 50 respondents, 30 say

good, 4 say excellent , 16 say satisfactory, about packing of AMUL Ice

creams.

This shows that, majority of the respondents say ‘good’ for packing of

AMUL Ice creams.

GRAPH SHOWING OPINION ABOUT PAKING

60%

8%

32%Good

Excellent

Satisfactory

TABLE 6.10: CLASSIFICATION ON THE BASIS OF CONSUMPTION OF

AMUL ICE CREAMS

Consumption Number of Respondents Percentage

Regularly 15 30%



Occasionally 35 70%

Total 50 100%

The table shows that, out of 50 respondents, 30% consume AMUL Ice

Cream regularly and rest 70% consume occasionally.

This shows that, majority of the respondents consume AMUL Ice

Creams occasionally.

TABLE 6.11: CLASSIFICATION OF THE BASIS OF OCCASIONAL

CONSUMPTION OF AMUL ICE CREAMS

Option Number of Respondents Percentage



Seasonally 12 24%

Parties 24 48%

Festivals 8 16%

Picnics 6 12%

Total 50 100%

The table shows that, out of 50 respondents, 12 consume AMUL Ice

Creams seasonally, 24 in parties, 8 in festivals and rest 6 at the time of

picinics.

This shows that, majority of the respondents consume AMUL Ice

creams during parties.

24%

48%

16%12%

0%

10%

20%

30%

40%

50%

PERCENTAGE

1

OPTION

GRAPH SHOWING THE OCCASIONAL CONSUMPTION OF AIC

Seasonally

Parties

Festivals

Picnics

CHAPTER-VII



SUGGESTION AND CONCLUSIONS

7.1 SUGGESTIONS:

Following suggestions are made on the basis of survey conducted

1) From the survey, it is seen that most of the respondents come to know

about AMUL Ice creams from friends but not from advertisements

given by the company. Thus, the company is required to give more

advertisements about its products.

2) Majority of the respondents say that, pricing of AMUL Ice creams is

reasonable . And they suggest that it must be maintained.

3) Majority of the respondents feel that quality of AMUL Ice creams is

good . But it must still be improved to gain excellence.

4) One of the important suggestions is that the company should complete

with others only for quality but not for price.

5) According to majority of the respondents, packing is good. But still

some have suggested that the capping of cup ice creams must be

improved and packing of wholesale boxes should also be improved.

6) Some of the respondents are not satisfied with prices of AMUL Ice

creams. Thus the company is required to educate its customers about

its pricing.



7.2 CONCLUSIONS:

Marketing is essential for any product to gain customer attention and

increase its sales.

AMUL Ice cream is becoming popular in Davangere and its

surrounding cities. Although AMUL Ice creams is five years old it still

needs to improve advertising according to survey.

Because of challenging future plans and its good taste and quality,

AMUL Ice creams is expected to improve its position in market.

QUESTIONNAIRE

Sir / madam



I, SOWMYA .G .a final year B.B.M student from Sai Sanjeeva Institute

of Management, Chitrdaurga have undertaken a project on Marketing

Strategies of AMUL Ice creams in Chitradurga City” as a part of our

dissertation work. I request you to kindly co-operate by giving the required

information.

Yours Sincerely

SOWMYA .G.

1) Name : ....................................................................................

2) Address: ....................................................................................

....................................................................................

3) Age :

a) 15 to 20 b) 20 to 25

c) 25 to 30 d) 30 and Above

4) Marital Status

a) Married b) Unmarried

If Married No. of Children: ................................................

5) Education

a) S.S.L.C b) Graduate



c) Post Graduate d) Any other

6) Occupation

a) Student b) 20 to 25

c) Business or Profession d) Others

7) Have you tasted Ice cream?

a) Yes b) No

8) Which brand of ice cream have you tasted?

a) AMUL b) Arun

c) Nice d) Wall’s

e) Joy f) Yankee Doodle

g) Others (Specify)

9) Which flavor have you tasted?

a) Vanilla b) Butter Scotch

c) Strawberry d) Chocolate

e) Others (Specify)

10) Have you tasted AMUL ice cream

a) Yes b) No

11) Do you like AMUL Ice creams?



a) Yes b) No

12) If yes, how did you come to know about AMUL Ice Creams?

a) Friend b) Poster c) Display Boards

d) Daily Newspaper e) Others (Specify)

13) Which factor influenced you to prefer AMUL Ice Creams?

a) Taste b) Price

c) Package d) Quality

14) What is your opinion regarding the price of AMUL Ice creams

a) Low b) Personable c) High

15) What is your opinion about the quality of AMUL Ice crams

a) Good b) Excellent

c) Satisfactory d) No Comments

16) How often do you Consume AMUL Ice creams?

a) Regularly b) Occasionally

17) If your answer is occasional, when is it?

a) Seasonally b) Parties

c) Festivals d) Pichics

18) Whether AMUL Ice creams is easily available in market?

a) Yes b) No

19) Do you recommend AMUL Ice creams to author?



a) Yes b) No

Reason: ......................................................................

20) Your opinion about the packing of AMUL Ice creams?

a) Good b) Excellent c) Satisfactory

21) Do you have any suggestion for the improvement of AMUL Ice

Creams and the company?

....................................................................................

....................................................................................

....................................................................................

Thanking You,

Signature

Date:

Place:

BIBLIOGRAPHY



# MARKETING MANAGEMENT

-PHILIP KOTLER

# ELEMENTS OF MARKETING RESEARCH

-PRADEEP KUMAR

# MARKTING MANAGEMENT

-S.A. SHERLEKAR


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