research methodology, amul project
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Research on traditional sweets market
ByAkash RajDeepak RajaManish BahlShatakshi GuptaYogesh Garg
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Overview of Indian sweet market
Indians have sweet tooth
Market size of traditional sweets is Rs2500+crores
No organized player in traditional sweet market
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Management Problem
What is the feasibility of Amul to enter into traditional sweet market in India?
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Overview of Amul
Established in 1946 Annual turnover of 850 Cr (2009-
2010) Consumption of 9.10 million liters of
milk per day Awarded as 37th-trusted brand in
India 2011(Brand Equity) It has nearly 50 sales offices spread
all over the country, more than 3,000 wholesale dealers and more than 5,00,000 retailers.
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Research Objectives
To understand the present scenario of traditional sweet market in India
What percentage of people are willing to buy “Amul Mithai” if it will be available in the market
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Hypothesis
People have the perception that traditional sweets are highly adulterated
People have the perception that the packaging of the traditional sweets is poor.
People have the perception that traditional sweets are not hygienic.
There is a perception that consumers do not have trust in traditional sweets.
People have the perception that Indian Halwai does not follow the specified quality standards.
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Research Design
Qualitative Analysis• Focus group : Management staff of
Hostel• In-depth interviews• Discussion with sweets sellersQuantitative Analysis• Questionnaire• Including both online and offline
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Pilot testing
Questionnaire will be circulated among:
IWSB students Faculty of IWSB & staff of Career Launcher
We will seek their suggestions We will look that whether they find any
difficulty in answering the questions
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Target group
Age group• 20 + age group• 35 + age group ( 40% of total
sample)Gender basis• Male - 50% of total sample • Female - 50% of total sample
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Sampling size• One focus-group discussion• In-depth Interviews includes • 15 people- 20+ age group• 15 people- 35+ age group• 200 people for questionnaire
Sampling method
• Convenient sampling method
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Thank you