‘CONSUMER AWARENESS’

(A CASE STUDY ON AMUL COMPANY LTD)

SUBMITTED BY

Name of the Candidate: Jyoti Jain

Registration Number: 034-1211-0532-21
CU Roll Number: 211034110167
Name of the College: Shri Shikshayatan College

SUPERVISED BY

Name of supervisor: Ujjayani Saha Gupta

Name of the college: Shri Shikshayatan College

JUNE, 2024

1
 Annexure-IA

SUPERVISOR'S CERTIFICATE

This is to certify that MS JYOTI JAIN a student of [Link]. honours in Accounting &
Finance of the SHRI SHIKSHAYATAN COLLEGE, Kolkata, under the university of
Calcutta has worked under my supervision and guidance for her project work and
prepared a project report with the title “consumer awareness.” which she is submitting, is
her genuine and original work to thebest of my knowledge.

Place: Kolkata Signature:

Date: JUNE,2024 Name: Ujjayani Saha Gupta

Designation: PROFESSOR
Name of the College:Shri Shikshayatan College

2
 Annexure-IB

STUDENT'S DECLARATION

I hereby declare that the Project Work with the title “CONSUMER AWARENESS.” A CASE STUDY ON
AMUL COMPANY LTD. submitted by me for the partial fulfillment of the degree of [Link]. Honours in
accounting &finance under the University of Calcutta is my original work and has not been submitted
earlier to any other University/Institution for the fulfillment of the requirement for any course of study.

I also declare that no chapter of this manuscript in whole or in part has been incorporated in this report from any
earlier work done by others or by me. However, extracts of any literature which has been used for this report
hasbeen duly acknowledged providing details of such literature in the references.

Place: Kolkata. Signature:

Date: June, 2024 Name: JYOTI JAIN
Address: Kolkata
Registration Number: 034-1211-0532-21

3
 ACKNOWLEDGEMENT

This dissertation examines the “CUSTOMER AWARENESS.” A CASE STUDY ON AMUL

COMPANY LTD. The report has been written as a part of the course program for
BACHELORS IN COMMERCE. I am thankful to the UNIVERSITY OF CALCUTTA, for
incorporating such an exercise into the course since it has presented me with an excellent
opportunity to explore and enjoy my analytical and report- writing skills, consequently
preparing me for my corporate future.

In addition, I would also like to thank my supervisor Prof. Ujjayani Saha Gupta
support and guidance.

I would like to express my gratitude towards my friends and family for

supporting me throughout
.

JYOTI JAIN

4
 TABLE OF THE CONTENT
Chapter Name of Chapter TOPIC Page no.

1.1 Background of the study 6

1 1.2 Need of study 7
1.3 Literature reviews 8-11
INTRODUCTION 1.4 Objectives of the study 12
1.5 Research methodology 13
1.6 Limitations of the study 14

2 2.1 Definition of consumer awareness 15

2.2 Why does consumer awareness matter? 16

CONCEPTUAL/FRAMEWORK 2.3 Level of consumer awareness 16-17
2.4 How to increase consumer awareness 18
2.5 Consumer rights 19-20
3
2.6 National scenario 21-23
2.7 International scenario 24

4 PRESENTATION OF DATA 3.1 Case study 25-37

ANALYSING AND FINDINGS 3.2 Finding 38

CONCLUSION 4.1 Conclusions 39-40

5
RECOMMENDATION 4.2 Recommendation 41-42

43
BIBLIOGRAPHY
BIBLIOGRAPHY
44-45
QUESTIONNAIRES
QUESTIONNAIRES

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 CHAPTER 1:

INTRODUCTION

1.1 : BACKGROUND OF THE STUDY

This study examines the effect of consumer rights awareness on consumer

attitude and consumer intention, the effect of consumer attitude on consumer
intention, and the moderating effects of gender, age and education on the effect
of consumer rights awareness on both consumer attitude and intention.

Using data from a sample of 86 households, the study employs structural

equation modelling and moderated regression analysis to test the research
hypotheses.

Results indicate that consumer rights awareness has a positive effect on both
consumer attitude and intention while consumer attitude has a positive effect on
consumer intention.

Results further indicate that education moderates the effect of consumer rights
awareness on both consumer attitude and intention while gender and age do not.
The study is among the pioneers to examine the effect of consumer rights
awareness on both consumer attitude and behavioral intention and to test the
moderating effects of demographic characteristics on these relationships.

6
1.2 Need of the study:
The study was undertaken to gather information from the respondent regarding customer

awareness regarding Amul Products and the purpose of the study is to know how many

people are aware of “Amul Products. The need for educating consumers about product

quality and product price are significant and should not be ignored. The increment ad of

technology and emergence of sophisticated gadgets in the market and aggressive marketing

strategies in the era of globalization has not only given a wide choice to consumers but also

do not defend them with a plenitude of problems associated with such rapid changes. There

is an urgent and increasing necessity to educate and motivate the consumer to be attentive

about the product's quality, and also the possible deficiencies in the services of the growing

sector of public utilities. In short, the consumer should be educated with respect to his rights

as a consumer. He should be educated enough so that he is able to protect himself from any

wrongful act on the part of the trader. In order to help consumers to be in such a state, there

is a need to provide reliable and exhaustive information, which they can access without

much effort and expense. Considering these issues, the Government of India and the State

Government have made an effort to introduce a dispute redressal mechanism by means of

the Consumer Protection Act. Apart from this, a lot more has to be done in the area of

creating awareness. A suitable remedy should be suggested wherever there is a need.

This becomes more significant in the rural areas, where there is widespread illiteracy.

7
 1.3 : LITERATURE REVIEW:

A number of research studies have been carried out on different aspects of customer awareness
impact by the researchers, economists and academicians in India and abroad. Some of them are
as follows:

1. Consumer rights awareness is a part of the broader concept of consumerism. Consumerism

is also known as consumer protection, consumer movement or consumer activism. It is
viewed as a major political force in most parts of the world. It refers to activities by various
role players aimed at protecting basic consumer rights. Consumerism is a concept in
marketing which refers to actions of consumers and their representatives, business,
governments and other organized groups to protect consumers’ rights and interests. It
originated in the USA where it began as social movements which then spreadto other parts
of the world (Donoghue et al., 2015; Hima, 2016; K.B. Bello et al., 2016).

2. The historical development of consumer rights dates to 1962. Consumer rights were a
result of the promulgation of the four basic consumer rights by President John F. Kennedy
in the USA. He promulgated four basic rights, namely the right to safety, the right to be
informed, the right to choose, and the right to be heard. These basic rights formed the basis
for United Nations Guidelines for Consumer Protection adopted in 1985. The UN
expanded the rights to include the right to satisfaction of basic needs (the right to basic
needs), the right to redress, the right to consumer education, and the right to a healthy
environment. These eight rights form the foundation of consumer legislation in many parts
of the world (Consumer Council of Zimbabwe, 2019; Consumers International, 2019;
Donoghue et al., 2015; K.B. Bello et al., 2016; Larsen &Lawson, 2013).

8
3. The right to safety stipulates that consumer have a right to be protected against marketing
activities that are harmful to their health and life. The right to be informed stipulates that
consumer have a right to be given enough information to make informed decisions at the
marketplace. Thus, consumers should be protected against misleading marketing
communications. The right to choose states that consumers have a right to choose goods
and services that are of reasonable quality and price. Consumers should be protected from
business practices that can potentially prejudice consumers such as unfair pricing,
profiteering and artificial shortages. The right to be heard is also known as the right to
representation. Consumers have a right to express themselves without fear or favour in
influencing government policies that impact on consumer welfare. The right to basic needs
is also known as the right to satisfaction of basic needs. Consumers have a right toaccess
goods and services that are deemed necessities of life such as food, shelter and basic
education. The right to redress is concerned with the compensation of consumers when
they are wronged as a result of unfair business practices. The right to consumer education
stipulates that consumer have a right to be educated to gain knowledge and skills required
to make informed decisions at the marketplace. The right to a healthy environment
requires that consumers live and work in an environment which does not threaten the well-
being of consumers (Consumer Council of Zimbabwe, 2019;Consumers International,
2019; K.B. Bello et al., 2016; Makela & Peters, 2004).

4. The study adopted the ninth consumer right called consumer right to privacy as identified
in Guo (2012). The right to privacy is concerned with the protection of consumer privacy
when consumers conduct transactions. This is especially important in e-commerce where
consumers tend to divulge large amounts of personal information. This is particularly
relevant in the hotel industry where consumers provide a lot of personal information, most
of which can be provided online. Payments can also be made online using debit and credit
cards. Consumers have a right to protection of such valuable information.

9
5. Dr AK Chandra (2014)1, studied the working of Consumer Discussion of Raipur locale
and he additionally breaks down the consumer development and featured the issues being
looked by the Consumer Gathering of Raipur region. He analyzed the hypothesis with
respect to consumer learning and awareness.

6. Sewanand (2014)2, have depicted in their study Consumer Awareness and Consumer
Protection Act-A study. This study reveals that all the respondents are having general
awareness in relation to consumer protection. They are well- versed with the term JAGO
GRAHAK JAGO almost in all respect. Quality parameters/standards similar to ISO, ISI
Agmark, etc., are also not new to them.

7. Dr. [Link] and Miss [Link] (2015)3, studied the consumer awareness and
attitude towards consumer protection measures. Their study revealed that no significant
association between gender and attending awareness meetings. They also studied the
association between age and attending awareness meetings. Study also found the
association between age and attending awareness conferences.

8. Dr. [Link] and [Link] (2015)4, have portrayed the Women awareness
on consumer rights. A Study with reference to Vellore city. The result showed that women
consumers showed low level of awareness about consumer rights. The main reason for
low awareness of consumer rights among women consumers is low education and low
socio- economic status.

9. Dr. Horen Goowalla (2016)5, studied under A study on consumer protection: Its
awareness among the rural people in Assam: A case study with special reference to Jorhat
district of Assam. A survey was conducted on 400 consumers. 90% of the people surveyed
have felt exploited by the seller at one time or the others.75% people were awareof the
Consumer Protection Act, 25% of the people are not. It is also found that 40% of graduate
respondents were aware of the products and their quality while 30% Post Graduates.

10
10. Deepika, D. Ratan Kumari (2016)6, have revealed under A Study on Awareness on
Legal act of Consumer Protection among Students. The study was conducted to find the
awareness level among the students towards various consumer protection legislations.
Majority respondents are aware of the Indian Penal Code, 1860. Majority respondents are
aware of various acts. Low level of awareness was reported towards the Hire Purchase
Act and the Railway Claims and Tribunal Act. In the study, it was found that majority
students getting awareness through newspapers, journals and from course syllabi. The
awareness towards Consumer Protection Act is 53.3%.

11. Jamuna (2017)7, searched under the title, Consumer awareness and attitudes towards
Consumer Protection Act1986. The study was conducted to find the consumer awareness
level. In the study, responses were taken from the respondents related with consumer
responsibilities. Majority respondents had given first rank to get guarantee and warranty
card. It was also found that 67.14% respondents have awareness about the consumer
forums and 53.21% respondents felt that formalities are simple. Majority respondents
disagreed with the argument that Consumer awareness increased with Consumer
Protection Act. 25% respondents felt that trade has increased due to Consumer Protection
Act. Only 20% respondents had given the opinion that Consumer Protection Act created
quality consciousness among the consumers.

12. .S. Mohan and V. Suganthi (2017)8, have studied in their research work entitled the Rural
Consumers‟ Awareness about Consumers’ Rights. The study conducted to know the
awareness level of rural consumers about the consumers’ rights. The study revealed that
there is a significant association between age, educational qualification, marital status and
monthly income of rural consumers and their awareness about consumer rightsand there
is no significant association between gender, type of family, occupation and monthly
income of rural consumers and their level of consumer rights awareness.

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1.4 OBJECTIVE OF THE STUDY

The specific objectives of this study were:

 To study various factors such as quality, price, easily available etc. is influencing lot
of influence positively.

 To know the preference of Amul Products with comparison to other competitive brands.

 To realize the rights and responsibility of consumers.

 To understand the needs for consumer awareness.

 Ideas about to increase the sales of the AMUL.

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1.4 RESEARCH METHODLOGY:
RESEARCH APPROACH:
Quantitative approach i.e., use of statistical tools for quantifying the data and analyzing the data
pattern.

RESEARCH DESTGN:
A descriptive research design has been followed for the study, as it describes the market
characteristics. Surveys had been done for this project

DATA COLLECTTON
PRTMARY DATA: There was no secondary data available in this context for Brand Amul. I
collected primary data from people.

QUESTTONNATRE DESTGN DEVELOPMENT

While developing the questionnaire, I focused mainly on questions that showed the customers with
respect to awareness, food, quality, quantity, price, environment, of Brand Amul in a particular
household.

NATURE OF THE QUESTTONNATRE;

The types of questions asked are dichotomous questions, multiple choice questions

4. Sampling Frame:
1. Data source: Primary data (field survey)
2. Area of Research: Kolkata city.
3. Research instrument: Questionnaire.
4. Plan: Personal Interview.
5. Sample Unit: Households
6. Sampling method: Non probability method, Random sampling method.
7. Sample Size: 70 respondents
8. Duration of study: One Month

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 1.5 : LIMITATION OF THE STUDY
The major limitations of the study are:

 The project is carried out for a limited period.

 As data has been collected through questionnaire, there are chances of biased
information provided by the respondents.

 Whole of the analysis is based on the feedback of the respondents through the
medium of filled questionnaire and on their personal perception, which may vary
from individual.

 Duration some respondents may not have understood the questionnaire properly

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 CHAPTER :2
Conceptual Framework
2.1 : What is customer awareness?

Customer awareness is a concept used by marketing and sales teams. Customer awareness refers
to two key concepts:
1. How knowledgeable potential consumers are about your brand, services or products
2. How conscious customers are of their needs or wants in relation to your company's
offerings

Sales and marketing professionals usually describe customer awareness as a scale from unaware to
most aware. Some customers may know that your company exists but not that they have a need that
your product or service could help them with. Likewise, some customers may know that they
currently have a need but not how your company could solve or ease that need.

A customer's need may be a problem that requires a solution or a positive motivation to improve an
aspect of their lives. For example, a pest control company might primarily service consumers with
an existing ant, roach or mice problem by eliminating pests from the customer's building. However,
a luxury beauty company may primarily sell their products to consumers motivated positively by
high-end beauty products.

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2.2 : Why does customer awareness matter?
Customer awareness can benefit your business in many ways, such as by:

1. Helping customers find your services or products: Understanding the different levels of
customer awareness can help you increase an unaware customer's knowledge of your
company's offerings.
2. Raising brand awareness: Brand awareness refers to when potential or current customers
develop a connection, often an emotional one, to your company. Brand awareness can help
build customer awareness by increasing how much potential consumers know about,
appreciate and trust your company.
3. Personalizing marketing and sales strategies: Potential customers all have different levels
of customer awareness. Identifying their level of customer awareness means you can
personalize marketing and sales tactics based on consumers' knowledge of your company
and their needs.

4. Making customers aware of their needs: Some customers may not realize they have
needed your company can help with. Understanding customer awareness lets you target those
customers and show them how your product or service can help.
5. Increasing company revenue: Companies that understand their potential audience are
more likely to convert them into purchasing customers. A larger consumer base may lead
to a raise in a company's profits.

2.3 : Levels of customer awareness

Unaware
Unaware customers don't know that they have a consumer need, and they don't know how your
company's offerings could help with their need. Unaware customers are the most common type of
consumers that businesses encounter. This level of customers is the most challenging to market to
because they are either oblivious to or not convinced that they have a need related to a business's
offerings.
However, unaware customers are also typically a business's largest potential base of consumers.
Companies might allocate most of their marketing budgets toward unaware customers to help raise
their awareness of both the consumer's need and the company itself.
16
Problem aware
Problem aware customers know that they have a particular need. However, problem aware
consumers aren't familiar with the possible solutions or improvements to their needs. Problem
aware consumers might look for solutions or improvements to their needs through search engine
results.

Solutions aware
A solutions aware customer knows both their need and their desired improvement or solution.
However, a solutions aware customer isn't sure how your products or services fulfill their need.
Solutions aware customers may have little to no knowledge of your brand or offerings.

Product aware
Product aware consumers know their needs, the solution or improvement they want and the products
or services you offer. The product aware customer, however, is uncertain if your company's
offerings are the best for their particular need. A consumer at the product aware stage may continue
reviewing all their options from various companies or be closely considering only a few offerings.

Most aware
The most aware customer is close to becoming a paying customer. They know their need and
they've decided that your company can provide the best solution or improvement to that need.
Consumers in the most aware stage typically just want further details on pricing levels, product
editions or service bundles before making their purchase. Most aware consumers are typically the
easiest and least expensive group to market or sell to, as they need minimal persuasion to convert
to customers and make a purchase.

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2.4 : How to increase customer awareness
Here are five steps to help build your customer awareness:

1. Differentiate your business

The first step to building customer awareness is to distinguish your brand or company's offerings
from your competitors' offerings. Customers in the solutions or problem stage often receive
marketing campaigns from multiple companies.

2. Encourage referrals and reviews

Next, ask your current or past customers to provide your company with public feedback. Regardless
of their customer awareness level, many potential consumers consider the opinions of people
who've used your products or services before. Request that your customers post online reviews,
refer people to your company and rate your company on external business sites. You can also ask
customers to create video testimonials and receive permission to share the videos publicly.

3. Map the customer journey

The customer journey refers to the stage’s potential consumers go through before becoming paying
customers. The customer journey map for every company varies based on that company's target
markets, business structure and more. Typically, customer journey maps contain stages for the
customer becoming aware of your business, evaluating options from a variety of companies and
developing company loyalty.

4. Build your presence

To make customers more aware of your offerings, it's important to develop or increase your
business's reach and influence. Many consumers today discover, learn more about and engage with
brands online.

5. Increase brand awareness

Finally, it's essential to improve your brand awareness. How emotionally connected consumers feel
to your brand sometimes relates to their level of customer awareness
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2.5 Consumer Rights

1. Right to Safety

Means right to be protected against the marketing of goods and services, which are hazardous to life and
property. The purchased goods and services availed of should not only meet their immediate needs, but also
fulfil long term interests. Before purchasing, consumers should insist on the quality of the products as well as
on the guarantee of the products and services. They should preferably purchase quality marked products such
as ISI, AGMARK, etc.

2. Right to be Informed

Means right to be informed about the quality, quantity, potency, purity, standard and price of goods so as to
protect the consumer against unfair trade practices. Consumer should insist on getting all the information about
the product or service before making a choice or a decision. This will enable him to act wisely and responsibly
and also enable him to desist from falling prey to high pressure selling techniques.

3. Right to choose

Means right to be assured, wherever possible of access to variety of goods and services at competitive price. In
case of monopolies, it means right to be assured of satisfactory quality and service at a fair price. It also
includes right to basic goods and services. This is because unrestricted right of the minority to choose can
mean a denial for the majority of its fair share. This right can be better exercised in a competitive market
where a variety of goods are available at competitive prices

4. Right to be Heard

Means that consumer's interests will receive due consideration at appropriate forums. It also includes right to
be represented in various forums formed to consider the consumer's welfare. The Consumers should form
non
-political and non-commercial consumer organizations which can be given representation in various
committees formed by the Government and other bodies in matters relating to consumers.

5. Right to Seek Redressal

Means right to seek redressal against unfair trade practices or unscrupulous exploitation of consumers. It also
includes right to fair settlement of the genuine grievances of the consumer. Consumers must make complaint
for their genuine grievances. Many a times their complaint may be of small value but its impact on the
society as a whole may be very large. They can also take the help of consumer organizations in seeking

19
redressal of their grievances.

6. Right to Consume Education

Means the right to acquire the knowledge and skill to be an informed consumer throughout life. Ignorance of
consumers, particularly of rural consumers, is mainly responsible for their exploitation. They should know
their rights and must exercise them. Only then real consumer protection can be achieved with success.

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2.6 : NATIONAL SCENARIO:
Amul (Anand Milk Union Limited)

The formed in 1946, is a dairy cooperative movement in India. It is a brand name managed by an
apex cooperative organization, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF),
which today is jointly owned by some 2.6 million milk producers in Gujarat, India. It is based in
Anand town of Gujarat and has been a sterling example of a co-operative organization's success in
the long term.
Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul
has spurred the White Revolution of India, which has made India the largest producer of milk and
milk products in the world. It is also the world's biggest vegetarian cheese brand.
GCMMF:
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products
marketing organization. It is a state level apex body of milk cooperatives in Gujarat which aims to
provide remunerative returns to the farmers and also serve the interest of consumers by providing
quality products which are good value for money.

21
Amul's product range includes milk powders, milk, butter, ghee, cheese, curd, chocolate, ice cream,
cream, shrikhand, paneer, Gulab jamuns, basundi, Nutramul brand and others.
In January 2006, Amul plans to launch India's first sports drink Stamina which will be competing
with Coca Cola's Powerade and PepsiCo's Gatorade.
Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an annual
turnover of US $1050 million (2006-07). Currently Amul has 2.6 million producer members with
milk collection average of 10.16 million liters per day. Besides India, Amul has entered overseas
markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and
a few South African countries. Its bid to enter Japanese market in 1994 had not succeeded, but now
it has fresh plans of flooding the Japanese markets. Other potential markets being considered
include Sri Lanka.
Dr. Varghese Kurian, former chairman of the GCMMF, is recognized as the man behind the success
of Amul. On 10 Aug 2006 Parthi Bhatol, chairman of the Banas kantha Union, was elected chairman
of GCMMF.
ACHIEVEMENTS:
1. Amul: Asia’s largest dairy co-operative was created way back in1946 to make the milk
producer self-reliant and conduct milk- business with pride.
2. Amul has always been the trend setter in bringing and adapting the most modern technology
to door steps to rural farmers.
3. Amul created history in following areas:
4. First self- motivated and autonomous farmers‟ organization comprising of more
than5000000
5. marginal milk producers of Kaira District”.
6. Created Dairy co-operatives at village level functioning with milk collection centres owned
by them.
7. Computerized milk collection system with electronic scale and computerized accounting
system.
8. The first and only organization in world to get ISO 9000 standard for its farmers co-
operatives.
9. First to produce milk from powder from surplus milk. Amul is the live example of how co-
operation amongst the poor marginal farmers can provide means for the socio-economic
development of the under privileged marginal farmers.
22
Michael Porter’s Five Forces Model developed for “Amul”

The Porter's Five Forces tool is a simple but powerful tool for understanding where
power lies in a business situation. This is useful, because it helps you understand both
the strength of your current competitive position, and the strength of a position you
are considering moving into.

Conventionally, the tool is used to identify whether new products, services or

businesses have the potential to be profitable. However, it can be very illuminating
when used to understand the balance of power in other situations.

1. Threat of New Entries: As Amul is ruling the market since many years with a
strong Customer Centric Approach. Our market is as such open without any barriers
there are more chances of new products & companies getting entered in the market.

2. Competitive Rivalry: It plays a major role in due to other brands like Nestle,
Mother Diary, who have also established themselves with a strong network in the
market, which are also the local players, which gives a tough competition to Amul in
a proper competitive way.

3. Bargaining Power of Suppliers: Bargaining of suppliers are very low who

belongs to the rural side who are weaker in adopting the product bargaining power
& different strategies used.

4. Bargaining Power of Customers: As in open market customers has their own

desire & own willingness to purchase a product of a particular quality & brand. Amul
also has their own competitors ruling customers mind due to their key importance.

5. Threat of Substitutes: Availability of other products as substitutes causes

a threat to the existing products there in the market.

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2.7 : INTERNATIONAL SCENARIO:
Amul in abroad:

Amul is going places. Literally. After having established its presence in China, Mauritius and Hong
Kong, Gujarat Cooperative Milk Marketing Federation (GCMMF), India’s largest milkcooperative,
is waiting to flood the Japanese market. Then, GCMMF is also looking at Sri Lanka as one of its
next export destinations. Amul products are already available on shelves across severalcountries,
including the US, China, Australia, West Asian countries and Africa. GCMMF recordeda turnover
of Rs 2,922 crore last fiscal. Its products include pouch milk, ultra-heat treated (UHT) milk, ice-
cream, butter, cheese and buttermilk.

24
 CHAPTER 3:

DATA FINDING
& ANALYSIS

25
3.1 : Case Study
• Sample size: - 86
• Demographics: - From 18 to above 45

Objective: - To Identify the Consumption Pattern Of AMUL And

Understand The Factors Affecting Consumption Of AMUL.

1. Profile of Respondent

For analysis and interpretation, the following graphs and charts are
prepared based on data obtained from questionnaire (Annexure).

A: Gender

1%

Male
47% Female
52%
Other

Gender No. of Percentage%

responses
Male 45 52%
Female 40 47%
Others 1 1%

26
 B: Age Group

0%
13% 10%

Under 18
18 to 25
25 to 45
Above 45

77%

Age Group No. of Percentage%

responses
Under 18 9 10%
18 to 25 66 77%
25 to 45 11 13%
45 Above 0 0%
Total= 86 100%

Interpretation:

10% of people are under age group of 18.

77% of people are between age group of 18-25.
13% of people are between age group of 26-45.
0% of people are above age group of 45.

27
 2. Opinion of Respondent

D: Do you Consume Amul Products

5%

Yes
No

95%

Option No. of responses Percentage%

Yes 82 95%
No 4 5%
Total= 86 100%

Interpretation:

95% of people says that yes, they consume Amul

Wherein, 5% of people says that they don’t consume Amul

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E: How often do you Consume Amul Products

11%

16%
Daily
46% Twice a week
Infrequent
One a week

27%

Options No. of responses Percentage%

Daily 38 46%
Twice a week 22 27%
Infrequent 13 16%
One a week 9 11%
Total= 82 100%

Interpretation:

46% of people says that they consume AMUL daily

27% of people says that they consume AMUL twice a week
16% of people says that they consume AMUL infrequent

11% of people says that they consume AMUL once a week

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 F: What are the products of Amul you use very Frequently?

7%

Butter
45%
33% Butter Milk
Cheese
Ice Cream

15%

Options No. of responses Percentage%

Butter Milk 27 33%
Cheese 12 15%
Butter 6 7%
Ice Cream 37 45%
Total= 82 100%

Interpretation

7% people says that they use butter frequently.

33% people says that they use Butter-milk frequently.
15% people says that they use Cheese frequently.
45% people says that they use Ice-cream frequently.

30
G: If any other brand providing product at same price with same quality as that of Amul,
Would you Switch over?

35%

Yes
No

65%

Options No. of Percentage%

responses
Yes 29 35%
No 53 65%
Total= 82 100%
Interpretation:

35% of people says yes, they'll switch over.

Wherein, 65% of people says they won't.

31
H: What type of packing do you prefer?

Pouch
50% 50%
Cup

Options No. of Percentage%

Responses
Pouch 41 50%
Cup 41 50%
Total= 82 100%

Interpretation

 50% of people prefer pouch

 50% of people cup.

32
I: In your perception, are Amul product worth the price?

13%

Yes
No

87%

Options No. of responses Percentage %

Yes 71 87%

No 11 13%

Total= 82 100%

Interpretation

 87% people says Yes

 13% of people says No

33
J: Are you satisfied with the quality of Amul product?

2%

Yes
No

98%

Option No. of Percentage%

Responses
Yes 81 98%
No 1 2%
Total= 82 100%

Interpretation

 98% of people says they are satisfied with product

 2% of people are not satisfied with the products.

34
K: What about of prices of Amul products?

5%

22%

Poor
Satisfied
Excellent

73%

Options No. of Responses Percentage%

Poor 4 5%
Satisfied 18 22%
Excellent 60 73%
Total= 82 100%

INTERPRETATION

 5 % of poor people says poor

 20% of people are satisfied
 75% of people says excellent

35
 L: How many products of Amul you are aware of?

16%

39%

1 to 5
6 to 15
15 Above

45%

Options No. of Percentage%

Responses
1 to 5 32 39%
6 to 15 37 45%
15 Above 13 16%
Total= 82 100%

INTERPRETATION

 39% of people are aware of 1-5 products

 45% of people are aware of 6-15 products
 16% of people are aware of above 15 products

36
M: Do you want more Amul parlor to be setup in your locality?

7%

Yes
No

93%

Options No. of Percentage%

Responses
Yes 76 93%
No 6 7%
Total= 82 100%

Interpretation
 93% people says Yes
 7% people says No

37
 3.2 : DATA FINDINGS
Through this research what was found out is that:

 Majority of customers are aware of the brand AMUL

 Majority of customers are satisfied about the quality of AMUL
 Majority of customers opinion that AMUL is reasonable.
 Majority of customers are aware by TV.
 Majority of customers are happy with the convenience of availability of
AMUL
 Lack of Awareness about Pouch AMUL
 People prefer pouch AMUL as it is convenient to store.
 People like almost all the types of Amul Chocolates.
 People are mostly aware of 6-15 Amul Products.
 Majority of people use Amul Butter more than any of its other products.

38
 CHAPTER 4:

CONCLUSION AND RECOMMENDATION

4.1 : CONCLUSION

After the completion of the study, the following conclusions are drawn,

1. Amul products are quality product accepted by the consumers

widely. Consumers demand for quality products and Amul despite
its low availability in some areas, has constant demand for the
products.

2. The retailer base is upset with Amul since the margin of profits is low
and hence, they try and push other brands to consumers for their
ownbenefit.

3. Consumers are ready to switch to Amul products if it is made available to them.

4. Amul works on pull strategy. It does not matter to Amul if the

retailors are upset, they are clear with margins and are not
willing to increase the same.

5. Amul mainly uses below the line marketing activities which are not very costly.

39
40
 4.2 : CONCLUSION

After the completion of the study, the following conclusions are drawn,

6. Amul products are quality product accepted by the consumers

widely. Consumers demand for quality products and Amul despite
its low availability in some areas, has constant demand for the
products.

7. The retailer base is upset with Amul since the margin of profits is low
and hence, they try and push other brands to consumers for their
ownbenefit.

8. Consumers are ready to switch to Amul products if it is made available to them.

9. Amul works on pull strategy. It does not matter to Amul if the

retailors are upset, they are clear with margins and are not
willing to increase the same.

10. Amul mainly uses below the line marketing activities which are not very costly.

40
 4.3 : RECOMMENDATION:

The data collected during various surveys analyzed and compiled and the
following strategies falling under the Market Penetration quadrant of Ansoff
Matrix were recommended. All these strategies fall under the Market
Penetration quadrant because both the product and the market are preexisting.

Strategies Recommended

Pamphlets and posters:

Spreading awareness about Masti pouch AMUL with the help of

pamphlets in areas of low penetration. Pamphlets will be distributed
at touch points like schools, supermarkets, along with newspapers.
Small size posters will be put up at railway stations, zebra crossings

Subscription based shoppers

Shoppers should be provided with an option of daily subscription to Amul

products under which they can choose a particular set of products
consumed by them daily or on a weekly basis.

Subscriptions will ensure fixed business and hence price benefits can be
passed on to the consumers.

bus stops and places where people come and go in huge numbers.

41
Subscription based shoppers

Shoppers should be provided with an option of daily subscription to Amul

products under which they can choose a particular set of products
consumed by them daily or on a weekly basis.

Subscriptions will ensure fixed business and hence price benefits can be
passed on to the consumers.

YouTube channel for Amul Recipes and tie ups with recipe bloggers:

Dairy products are highly used in cooking, and modern-day mothers and
young cooking enthusiasts are a frequent viewer base of YouTube for
recipes.

Recipe bloggers can be roped in to promote Amul products through

their recipes. The audience covered will be large. Hence more
consumers will opt for Amul products .

Direct distributor to home option:

Distributors, when selling directly, have higher operating margins. So

appointing distributors at every 5 km and asking them to home deliver
products with no delivery fee. Every distributor will cover a small
circular area of radius 2.5km. Convenience to the consumer is increased
and the cost is covered as middlemen are eliminated

42
 BIBLIOGRAPHY
1. International Journal of Business and Social Science, 2(3), 217–226.
2. Consumers International. (2019). Consumer rights. Consumers International.
3. [Link]
4. [Link]
5. [Link]
6. [Link]
d_Perception_for_Mobile_based_Augmented_RealityAR Advertising
7. [Link]
8. [Link]
9. [Link]
13%20FINAL%20(2).pdf
10. [Link]

43
 ANNEXURE 1C:

QUESTIONNAIRE
Hello people, I am Jyoti Jain. B Com (H) 6th Semester student of SHRI SHIKSHAYATAN
COLLEGE, KOLKATA. This google form is
a part of my research project. It would be really helpful if you just spare out 5 minutes to
take a part in this survey and share your experience on the “CUSTOMER AWARENESS” “A CASE
STUDY ON AMUL COMPANY LTD”
Your response will be highly appreciated.
*Required

SECTION A:
1. Name of the consumer?

2. Age group?
 Under 18
 18-25
 26-45
 Above 45

3. Gender?
 Male
 Female

4. Do you Consume Amul Products?

 Yes
 NO

5. How often do you consume Amul Products?

 Daily

 Twice a week

 Infrequent

 Once a week

44
6. Why do/would you prefer to consume Amul?
 Quality
 Price
 Brand
 Other
7. What are the products of Amul you use very frequently?
 Ice-cream
 Cheese
 Milk
 Butter

8. If any other brand start providing products at same price with same quality as that of Amul
, Would you switch over?
 Yes
 No

9. What type of packaging do you prefer?

 Cup
 Pouch

10. In you perception, Are Amul product worth the price?

 Yes
 No

11. Why do you prefer this type of packaging?

 Because of availability
 Because of Texture
 Because of convenience

12. Are you satisfied with the quality of Amul Products?

 Yes
 No
13. What about the prices of Amul Products?
 Poor
 Satisfaction
 Excellent

14. How many products of Amul you are aware of?

 1-5
 6-15
 15 above

45