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CHAPTER 1 INTRODUCTION

History of ice cream industry

Ice cream industry occupies important place in India. It is one of the consumer goods industries its products is important popular diet.

India is an agriculture-based country because of the large number of cattle and large milk production most of the dairy and ice-cream industries has developed and India is well ranked in the world. Ice-cream industry has brought magnificent change in the rural economy. It provides employment to the marginal farmers.

Today the competition in ice-cream of players like amul, Kwalitywalls ,Vadilal etc. as ice cream has been a regular edible item the consumption of ice cream is more. In 1983 when Indian Government Issued a control in which the certain price level was fixed.

• It has an important role in employment generation and reducing the migration of villagers towards the town and cities for live hood.

• Market growth historically was stunted by Government policies. Till 1997, ice cream manufacture was reserved for small-scale sector. The leading players were unable to invest adequately to develop an infrastructure of cold chain for storage and distribution. Erratic supply and shortage of power in most parts of the country have been the major factors limiting growth of a cold chain.

• As a result, there was a dearth of good quality products in the market and also lack of adequate infrastructure to distribute the same. Cadbury had entered the market in 1992 with its Dollops brand, but was unsuccessful in building up a significant franchise and withdrew two years later.

• In the absence of any competition from MNCs, local players were able to build up a strong franchise in respective local areas. Some of the players built up their market through exclusive parlors. But in most cases parlor network also could not extend beyond local limits.

• At the beginning of first phase of liberalization, Hindustan Lever (HLL) entered the market through frozen dessert route. Frozen desserts were technically not reserved for small scale.

• Amul ice cream, manufactured by the largest milk-producing co-operative was introduced in Mumbai market in 1996, intensifying the competition.

• Removal of licensing restrictions and investment by new players in capacity and market expansion is expected to lead to rapid demand growth in the sector. A 10-12% p.a volume growth can be sustained for a very long period, say 2-3 decades, due to the fact that current base of consumption is

EVOLUTION OF ICE CREAM INDUSTRY

What is Ice Cream …??

• Ice Cream is a frozen mixture of a combination of components of milk, sweeteners, stabilizers, emulsifiers and flavorings. Other ingredients such as egg products; coloring etc may be also added. This mixture, called a mix, is pasteurized before freezing.

• Freezing involves rapid removal of heat while agitating vigorously to incorporate air, thus imparting the desirable smoothness and softness of the frozen product. The broad term frozen desserts refer to ice cream and related products.

• Specific products includes ice cream and its lower fat varieties, frozen custard, mellorine (vegetable fat frozen dessert), sherbet, water ice and frozen confections. Some of these deserts are served in either the soft frozen or hard frozen form.

• The physical structure of ice cream is complicated psychochemical system. There are three phases of system liquid, solid and gas. Air cells and air crystals are dispersed in a continuous liquid phase. The liquid phase also contains solidified fat, colloidal milk proteins, insoluble milk salts, and lactose crystals in some cases, colloidal stabilizers and sugars and soluble salts in solutions.

ICE-CREAM PRODUCTS

1. Slice Ice-cream

• Raja rani

• Fifty fifty

• Casata cut

• Topo cones

• Choco vanilla

• Strawberry

• Chocolate

• Butter scotch

• Kesarpista

• Rajarani

2. Candies

• Cola pop

• Orange bar

• Double hit

• Mini chocolate

• Kaju candy

• Rosé berry dolly

• Mango dolly

• Chocobar

• Chowpatykulfi

• Zulu bar

3. Novelties

• Sandwich ice-cream

• Malaikulfi Roll cut

• B.P.K roll cut

• Super sandue

• Cheese bull

4. Ready big cups

• Vanilla

• Bonanza

• Kajudrakh

• Kesarpista.

Amul

In 1996, GCMMF launched its Amul brand ice cream. India‘s ice cream market was estimated to be around Rs.8 billion in the year 2000. GCMMF launched its ice creams in fourteen flavors in the city of Mumbai and the State of Gujarat.

It was priced at about 30 percent less than the prevailing prices, and it also emphasized that it was fully vegetarian, i.e., it did not contain any gelatin. This was an important attribute to many consumers in Gujarat, which was a predominantly vegetarian state.

In less than a year, Amul ice cream commanded a share of about 55 percent in Gujarat and 30 percent in Mumbai; by the year 2007, its share in India as a whole had reached 30 percent. In 1997, GCMMF also scored a major achievement when it managed to get some of the co-operatives in the other States of the country, trying to launch their own ice cream brands, to sell all their ice creams under the Amul brand name. This enabled GCMMF to leverage the capacity of more than 180 co-operatives in the country, with a milk procurement of more than 11 million litres per day, and located close to the markets. In 2015-16 Amul turnover is 23k cr.

Kwality Wall\'s, launched in 1995, is the company\'s master brand for ice cream. Kwality Wall\'s has combined state-of-the art technical know-how of Unilever - the global leader in ice cream - with a deep insight of the Indian market, to deliver a range of superior quality products under its international brands.

Key launches include Cornetto, Feast, Viennetta, and a range of Sundaes, and also exciting eats for children specifically, like Lime Punch or Sunshine Zing Cone. Kwality Wall\'s ensures that while each of its offerings is unique in taste and flavor, they are also accessible to more consumers through breakthrough cost reengineering and value

Kwality Wall's has emerged as the trendsetter in product innovation by bringing never- before flavors and desserts to the consumer. The double sundae tub has been introduced after a stringent product development process and extensive consumer sampling. The flavors that have emerged combine the best international flavors that appeal to the Indian palette in a completely new packaging format.

Kwality Wall's, a brand of Hindustan Lever (HLL), currently commands a market share of more than 50 per cent of the organisedIndianice-cream sector. Kwality Wall‘s has combined the state-of -the-art technical know-how of Unilever, the global leader in ice-cream products, with a deep insight of the Indian market, to deliver a range of superior quality products under its international brands

Hevmore

The origins of the Havmor journey dates back to 1944. ShriSatishChona was working as a ground engineer in the BOAC (British Overseas Aircraft Corporation) when his love for food blossomed. By night, he started creating his very own ice-cream using a combination of pure milk, unique ingredients and his passion for flavor. His legacy lives on today and over seventy years along the journey our endeavour remains the same.

In the last six decades, from a handcart, Havmor has grown into the MOST loved ice cream brand of Western India. It is  now available across 30,000 + outlets across Gujarat, Maharashtra, Rajasthan, Madhya Pradesh, Punjab, Goa, Delhi and Telangana. Taste,Innovation& Quality are fundamental to Havmor, which make us own,  possibly the most extensive range of over 160 ice creams The Company has a capacity of producing 200,000 litres per day,

Mother Dairy

Real milk.Abundanttoppings.And an utterly delectable taste. That\'s the secret of Mother Dairy\'s fascinating range of rich and creamy ice creams. Mother Dairy ice creams are now being enjoyed across the markets of Delhi/ NCR, Mumbai, Kolkata, Punjab, Rajasthan, UP & Uttaranchal.

Baskin Robbins

Baskin Robbins is the diverse business of the Ghai group, a well known name in the hospitality industry. Today, they have spread across the country with 240 outlets and catering to all the premium channels like 5 star hotels, leading airlines, malls and top retail chains across India.

Baskin Robbins has always been a leader in the ice cream industry with innovations such as hand packed quarts of ice cream, a unique flavor ribbon technique, the use of tradition desert.

Every Baskin Robbins serves range of over a thousand different flavours ranging from delicious Sundae to Silky smoothies, mouth watering cones do tasty blasts and super shades to tangy scoops.

Vadilal

Vadilal Industries has come a long way since its inception in 1926[when Vadilal Gandhi started a soda fountain in 1926[He passed on the business to his son, RanchodLal, who ran a one-man operation[Eventually, RanchodLal\'s sons, Ramchandra and Lakshman, inherited the business and they were instrumental in giving a new direction to the company[The duo imparted a new vision[to the venture and infused a spirit of calculated risk-taking[into the firm. As a result, by the 1970s, the Vadilal Company had already evolved into a modern corporate entity

Vadilal Industries has extensive reach. A major success factor has been its ability to cater to different market segments through multiple product ranges. Vadilal has range of ice creams in the country with 150 plus flavours and they are sold in a variety of more than 250 packs and forms. The range includes cones, candies, bars, ice-lollies, small cups, big cups, family packs, and economy packs. It offers something for all tastes, preferences and pockets.

Company Profile

The Birth of Amul

• It all began when milk became a symbol of protest.

• Founded in 1946 to stop the exploitation by middlemen.

• Inspired by the freedom movement.

The seeds of this unusual saga were sown more than 70 years back in Anand, a small town in the state of Gujarat in western India. The exploitative trade practices followed by the local trade cartel triggered off the cooperative movement. Angered by unfair and manipulative practices followed by the trade, the farmers of the district approached the great Indian patriot SardarVallabhbhai Patel for a solution. He advised them to get rid of middlemen and form their own co-operative, which would have procurement, processing and marketing under their control.

In 1946, the farmers of this area went on a milk strike refusing to be cowed down by the cartel. Under the inspiration of Sardar Patel, and the guidance of leaders like Morarji Desai and Tribhuvandas Patel, they formed their own cooperative in 1946.

This co-operative, the Kaira District Co-operative Milk Producers Union Ltd. began with just two village dairy co-operative societies and 247 litres of milk and is today better known as Amul Dairy. Amul grew from strength to strength thanks to the inspired leadership of Tribhuvandas Patel, the founder Chairman and the committed professionalism of DrVergheseKurien,who was entrusted the task of running the dairy from 1950.

The then Prime Minister of India, LalBahadurShastri decided that the same approach should become the basis of a National Dairy Development policy. He understood that the success of Amul could be attributed to four important factors. The farmers owned the dairy, their elected representatives managed the village societies and the district union, A they employed professionals to operate the dairy and manage its business. Most importantly, the co-operatives were sensitive to the needs of farmers and responsive to their demands.

At his instance in 1965 the National Dairy Development Board was set up with the basic objective of replicating the Amul model. Dr. Kurien was chosen to head the institution as its Chairman and asked to replicate this model throughout the country

The Amul Model

The Amul Model of dairy development is a three-tiered structure with the dairy cooperative societies at the village level federated under a milk union at the district level and a federation of member unions at the state level.

• Establishment of a direct linkage between milk producers and consumers by eliminating middlemen

• Milk Producers (farmers) control procurement, processing and marketing

• Professional management

Organization

Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India\'s largest food product marketing organization with annual turnover (2015-16) US$ 5.6 billion. Its daily milk procurement is approx. 21 million lit (peak period) per day from 18,125 village milk cooperative societies, 17 member unions covering 24 districts, and 5.18 million milk producer members.

It is the Apex organization of the Dairy Cooperatives of Gujarat, popularly known as \'AMUL\', 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. Its success has not only been emulated in India but serves as a model for rest of the World. It is exclusive marketing organisation of \'Amul\' and \'Sagar\' branded products. It operates through 47 Sales Offices and has a dealer network of 50000 dealers and 21 lakh retailers, one of the largest such networks in India. Its product range comprises milk, milk powder, health beverages, ghee, butter, cheese, Pizza cheese, Ice-cream, Paneer, chocolates, and traditional Indian sweets, etc.

GCMMF is India\'s largest exporter of Dairy Products. It has been accorded a \"Trading House\" status. Many of our products are available in USA, Gulf Countries, Singapore, The Philippines, Japan, China and Australia. GCMMF has received the APEDA Award from Government of India for Excellence in Dairy Product Exports for the last 19 years. For the year 2015-16, GCMMF has been awarded \"Golden Trophy\' for its outstanding export performance and contribution in dairy products sector by APEDA.

For its consistent adherence to quality, customer focus and dependability, GCMMF has received numerous awards and accolades over the years. It received the Rajiv Gandhi National Quality Award in1999 in Best of All Category. In 2002 GCMMF bagged India\'s Most Respected Company Award instituted by Business World. In 2003, it was awarded the The IMC Ramkrishna Bajaj National Quality Award - 2003 for adopting noteworthy quality management practices for logistics and procurement. GCMMF is the first and only Indian organisation to win topmost International Dairy Federation Marketing Award for probiotic ice cream launch in 2007.

The Amul brand is not only a product, but also a movement. It is in one way, the representation of the economic freedom of farmers. It has given farmers the courage to dream. To hope.To live.

NEED &SCOPE  FOR THE STUDY

• Before business can develop marketing strategies, they must understand what factors influence buyersbehavior and how they make purchase decision to satisfy their needs and wants.

• This study helpful to know in which stage the brand would be in industrial

Life Cycle.

• This study aims towards collecting information about consumers Psychology towards wireless Amul Ice cream and thus helping AMUL in understanding customer's nature and help in developing strategies which will thus help them in increasing their business.

• It is done to understand what consumers consider while going for purchasing Amul Products.

• By this study we came to know how the organization retaining and sustaining its customer,

• The main purpose of this project is to study consumers buying

behavior and develop strategies which help AMUL in increasing their market share.

• This study is mainly focused on various factors that affect consumers buying decision. Such as social, psychological and personal.

• The survey was conducted among different groups and all possible local areas in Noida were considered for the study. The sample size was of 150 people who included people from various age groups and different income levels. The data was collected through filling of questionnaire and interview

.

• The survey helped in understanding the various factors that influenced the buying decisions of the customers and understanding their needs when it comes to Amul Ice cream.

• This study helps to understand the satisfactory level of consumers towards the brand. And   also understanding the consumer attitudes and their buying motives by means of company brand image.

 OBJECTIVES OF THE STUDY

 To study the position of AMUL Ice-cream  in VADODARA.

 To know the expectations of the consumers.

 Preference of the consumer.

 To determine the customer perception about New Flavors .

 To know that what does Customer looks for while buying ice cream

CHAPTER 2 REVIEW OF LITERATURE

Gluckman (1986) has studied1 the factors influencing the consumer preference of wine. The explicit factors identified were, the familiarity with brand name, the price of wine, quality or the mouth feel of the liquid, taste with regard to its sweetness or dryness and the suitability of all tastes. Some of the implicit factors identified through extensive questioning were, colour and appearance of wine. Most of the consumers preferred white wine to red. Packaging, appearance, colour, use of foreign language and graphics were taken as important clues for quality and price. The study revealed that consumers prefer French or German made wines to Spanish or Yugoslavian wines.

Venkateshwaralu et.al, (1987) conducted a study2 to analyze the buyer behaviour towards Ice-cream. They have concluded that consumers generally prefer packed biscuits when compared to unpacked ones. It was also found that children are the major influencers in decision making while purchasing biscuits, though parents are equally involved. Besides, the study revealed that 76 percent of the respondents purchase biscuits at least once in a week. It was concluded that that the marketers have to give considerable importance to taste, freshness and brand name of biscuits as they largely affect the decision making process of consumers.

 Rees (1992), in his study3 observed that the factors influencing the consumers' choice of food are flavour, appearance and advertising. Demographic and household role changes and the introduction of microwave ovens have produced changes in eating habits. Vigorous sale of chilled and other prepared icecream is because of the attitude of large number of working wives and single people who prefer convenience. Development in retailing with concentration of eighty percent of food sales in Supermarkets is also considered to be an important factor. Consumers are highly responding to messages regarding safety and health. They are highly concerned about the way in which food are produced and want safe, natural and high quality icecream at a reasonable price.

Brown et.al.(2000) reported4 that the need for effective nutritional education for young consumers has become increasingly apparent, given their general icecream habits and behaviour, particularly during adolescence and analyzed that the interaction between young consumers\' food preferences and their nutritional awareness behaviour, within three environments (home, school and social). The results indicated that the perceived dominance of home, school and social interaction appears to be somewhat overshadowed by the young consumers, while developing an \'independence\' trait, particularly during the adolescent years. The authors suggested that Icecream preferences of young consumers are often of a \'fast food\' type and consequently their food habits may fuel the consumption of Icecream with poor nutrition. While young consumers are aware of healthy eating, their food preference behaviour did not always appear to reflect such knowledge, particularly within the school and social environments.

Srinivasan (2000) reported5 that consumers with high educational qualification highly prefer to buy processed products. Besides, processed fruits and vegetables are highly preferred by consumers belonging to high-income group. The tolerable limit of price increase identified is less than five percent and any change in price above this limit, would result in discontinuance of the use of processed product. Majority of the consumers prefer processed products because of their ready- to- eat form.

White (2001) examined6 the factors motivating US specialty Icecream and beverage buyers to make purchases through Internet. More than half (55.6 percent) of the respondents purchased items available locally and 39 percent of the respondents purchased items that were not available locally. Nearly one-third of the respondents indicated that their purchase was motivated by product-related factors such as, brand loyalty, previous experience with retailers, product selection, perceived quality and/ product experimentation. Price was relatively of little importance to respondents, with 22 percent citing it as a purchase motivator.

 Yee and Young (2001), aimed7 to create awareness of high fat contents of pies, and studied the consumer and producer awareness regarding nutrition labeling on packaging. For this, seven leading pie brands were analyzed for fat contents and are ranged from 7.1 to 19.2 percent fat. Most pies did not display nutritional labeling on packaging. More than half of the respondents (52 percent) who responded to the survey were aware of the campaign. The study was successful at raising consumer awareness about the high fat content of pies and influencing the food environment with a greater availability of lower fat pies. It is possible to produce acceptable lower fat pies and Icecream companies should be encouraged to make small changes to the fat content of food products like pies. The study suggests that regular pie eaters could be encouraged to select a lower fat option.

Gopalakrishnan et.al, (2002) made an attempt8 to find out answers for store loyalty of customers in organized retail format and to find out the cause and extent of  satisfaction of consumers in the outlet. From this study it is evident that no consumer is loyal to a particular Store and it was also found that the following factors: gender, marital status and family size correlate with satisfaction level. The study provides an insight to the modern food and grocery retailers on how the consumers perceive their satisfaction and store loyalty. An important factor which can lead to increased loyalty is customer relationship management activities like bonus/discounts, special customer cards, refreshments, free-parking facility and alike.

Sanjaya Gaur, et.al, (2002) in their study9 on buyer behaviour for branded fine rice, selected 200 households from Chennai City and 250 households from Coimbatore City by simple random sampling method. They used percentage analysis and Garrett\'s ranking techniques, with the objective of knowing the factors influencing brand and level of satisfaction in purchasing Icecream. The study showed that quality and brand image were the major factors influencing brand preference regarding rice. The decision for purchasing branded Icecream was mostly made by the female members of the family. The retailers are ranked as the prime source of information about branded fine rice. Monthly purchase is the most preferred frequency of purchase, which might be due to the fact that most of the respondents are of monthly salaried class and they would have planned their purchase accordingly along with other provision items.

Sampathkumar (2003) studied10 the brand preference of consumers in Telangana region of Andhra Pradesh in purchasing soft drinks. He found that in rural market about 37.5 per cent of consumers preferred Thumbs-up (urban 30 percent), followed by Coco cola 28.5 percent (urban 37.5 percent), Pepsi 12.5 percent (urban 9 percent) and Limca 4 percent (urban 8.5 percent). Most of the urban consumers (67 per cent)  purchased soft drinks in nearest Kirani Stores (rural 73 percent), followed by Super Bazaar 27 per cent (rural 26 percent) and others 6 percent (rural 1percent). The method of physical distribution plays a vital role in a company's success and failure in the market. Transportation is among the major functions of physical distribution. Transport adds time and place utility for the product.

ApoorvaPalkar (2004) studied11 the consumer preference in purchasing ready-Icecream. Random sampling technique was employed covering 150 consumers and 50 retailers. The results revealed that sixty per cent of the consumers prefer Icecream. The spicy and the salty flavors were found to be highly preferred by consumers and they said that taste is the most important reason for purchasing ready-to-eat snacks. Nearly sixty six per cent of the consumers purchase ready to eat snacks at least once in a week

Chidambaram. et.al, (2004) conducted a study12 on brand preference of the consumers of Icecream with an objective to ascertain the rand Loyalty of the consumers of Icecream. They have concluded in their study that sixty percent of the respondents have not changed their brands whereas the remaining forty percent of the respondents have changed their brands. The study also reveals that among the factors influencing brand preference of Icecream, fragrance ranked first, followed by brand image, price and package.

Radhakrishnan (2004) conducted a study13 on perspectives and prospects of coffee consumption in India. The result indicated that Icecreamconsumption had shown an annual average growth of 2.14 per cent between 1951 and 2003. In absolute terms the off take in domestic market had grown from about 18,400 tonnes to about 70, 000  tonnes during 2003. For various reasons, the decade between 1991 to 2000 did not show any noticeable growth in consumption. Most of the earlier growth had come from Robusta than Arabica. Though, during the pool marketing, the period between 1981-1990 showed higher volume of consumption, the highest growth rates were achieved only during the period 1951-1960 and 1971-1980 at a Compound Annual Growth Rate of 7.23 and 3.28 per cent respectively. Market development in nontraditional areas, consolidating traditional markets, consumer education and focus on the youth were some of the policies suggested by him.

CH 3 RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. It may be under stood as a science of studying how research is done scientifically. It is a system and in-depth study for any particular subject. Its purpose is to find out answer to questions through the application of scientific methods. It involves collection, analysis and interpretation of data. It deals with the application and utilization of data.

Data Collection Method

Primary Data

Primary data are known as this type of data which is collected directly from the respondents by the researcher. The data will be collected with the help of structured non-disguised questionnaire and with the help of conducting interview with the respondent.

Questionnaire

Questionnaire development is the critical part of primary data collection method. For this I will prepare a questionnaire in such a way that it will be able to collect all relevant information regarding the project. The questionnaire was designed using various scaling techniques. The questionnaire was used mainly to test the model proposed for consumer buying behaviors from organized retailing.

Secondary Data

Secondary data are known as this type of data which is collected by the researcher from different kind of the available sources.e.g. Books, journals, articles, newspapers, internet,

Some of the information regarding to the theoretical aspects were collected by referring standards texts and through internet. Secondary data is the information which is collected already and it is used for some other studies by different researcher. This data not only used for the current study. The sources of secondary data are books, journals, articles, newspapers, internet, government, corporate reports and library. The advantage of this data it is easily available and also very cheap compared to primary data.

Research Design

Depending on the rationale and the objective, it becomes clear that research design of the research would be descriptive in nature.

Sampling Method

Non-Probability.sampling method has been used to select the samples.

 Sample Size

 Sample of  150 respondents was taken from different areas in the Vadodara City.

 Sampling frame

Vadodara City

SOURCE OF DATA:

Primary.

DATA COLLECTION METHOD:

 Survey method

.

CH 4 DATA ANALYSIS

Brand awareness

Brand People aware Percentage

Amul 150 100

Vadilal 150 100

Mother dairy 120 80

Kwality walls 150 100

Hevmor 135 90

Baskin Robbins 145 96.67

Shital 140 93.33

Cream bell 135 90

Consumers are much more aware about almost all the brands.Amul, Vadilal and Kwality walls are known by every respondent. Mother dairy is the least known brand among all brands taken into consideration.

CUSTOMER CHOICE

Brand People Respond (in %) Respondents

Amul 20 30

Vadilal 18 27

Mother Dairy 12 18

Kwality walls 15 22.5

Havmor 8 12

Baskin Robbins 11 16.5

Shital 6 9

Cream bell 10 15

Customers given highest preference to brand Amul that means it has greatest customer choice or people refer to have Amul ice cream rather then go for other ice creams. Amul's biggest competitors are Vadilal and Kwality walls in Vadodara locations.

FACTORS INFLUENCING PURCHASE OF THE PRODUCT

Factors Responds Percentage

Quality 50 33.33

Price 60 40

Availability 20 13.33

Taste 15 10

Flavor 5 3.33

Majority of consumers consider price and quality of the product while buying any product sice in the cities like Ghaziabad people are price sensitive and educated so quality conscious too. Availability is the second largest factor which influences the purchase.

Effect of advertisement on buying behavior

  Response  No of respondents

YES 130

NO 20

It is found that advertisements affect the buying process of consumer as we can see from our survey also around 90% respondent are agree with the fact that advertisements affect the buying process.

Does Amul Ice cream packaging attract you?

Opinion Responses Percentage

Agree 80 53.33

Strongly Agree 45 30

Disagree 20 13.33

Strongly disagree 5 3.33

Majority of customers are agreed that company should improve its packaging as it was found during the survey that they had problem with the packaging especially in the summers there is problem of leakage found in the party pack. Thus company should work on this area.

Do you think that there is Adulteration in Amul Ice Cream?

RESPONSE NUMBER OF RESPONDENT Percentage

YES 25 16.67

NO 125 83.33

Generally respondent perceive the product quality by viewing esthetics only they feel quality is as it looks they do not know how Amul is different from other brands. Thus company should work on this area. They should increase customer knowledge about the product so that it can increase product value in the market.

PREFERED CONSUMPTION LOCATION

Place Responses in Numbers Percentage

Parlours 45 30

Home 65 43.33

Restaurant 30 20

Others 10 6.67

Majority of consumers in Vadodara prefer to have Ice cream at their own place but they also like to have Ice cream at parlors and restaurants. Other places they usually like to have Ice cream at marriages and formal parties.

How many respondents had Amul Ice Cream?

Particular Responses Percentage

Yes 144 96

No 6 4

Almost all the respondent had Amul ice cream at least once in their life. Majority of them are regular customers. This shows the popularity of the product and customer awareness about the brand AMUL in Vadodara

Consumer perception about the product

Opinion Responses in Numbers Percentage

Excellent 65 43.33

Good 55 36.67

Average 20 13.33

Bad 10 6.67

Very bad 0 0

The overall response about the product is positive and customer feel Amul as an excellent product. This show the good market reputation and customer likeness about the product. It also reflects the good image of the brand Amul.

Schemes Awareness in customers

Schemes People aware Percentage

COUPON SCHEME 25 16.67

1+1 Scheme 125 83.33

25% Extra scheme 150 100

Customers are aware about only two schemes mostly i.e. 1+1 scheme and 25% extra scheme so these are most popular schemes usually. Other schemes like 25% extra schme thus these are not popular within general consumers.

Does advertisement influence you to buy Amul Ice Cream?

  Response  No of respondents Percentage

YES 130 86.67

NO 20 13.33

It is found that advertisements affect the buying process of consumer as we can see from our survey also around 90% respondent are agree with the fact that advertisements affect the buying process.

Which Advertising medium prompts you to buy Amul Ice Cream?

MODE NO OF RESPONSES Percentage

MEDIA 150 100

TELEVISION 45 30

NEWSPAPER 30 20

MAGAZINES 20 13.33

HOARDING 53 35.33

OTHERS 2 1.33

Media is the way which includes both print media and television to aware the customers about Amul ice cream in which majority of respondents come across the advertisements  through hoardings and commercials shown in their television. Thus print media is the major source of creating awareness among customer.

Demographic Detail:

Age Group

below 10 6

10 to 20 26

20 to 30 58

30 to 40 26

40 to 50 30

50 to 60 4

In the  case of that ice cream mostly consume by 20-30 age group

Gender

Male 114

Female 36

Most probably this questionnaire fill up by male candidates so its become at 114

CH 5 FINDINGS

FINDINGS

 A small segment of the respondents think that the Amul is the best brand among suggested option. All the rest of them think that there are other good options also available like Vadilal and Cream bell.

 Major chunk of the respondents feel that the best feature of Amul is its Quality and taste. The adequate price of the product is the second valuable feature.

 Customers are highly quality and price sensitive in Vadodara. Relatively they are more price sensitive then quality.

 When asked to recall an advertisement in respect of any schemes launched by company, almost all the respondents were able to recall only one or two advertisements. Majority of respondent are not even aware about many schemes.

 TV advertising provides a unique blend of sight, color, movement, sound, repetition and presentation of the products. This helps TV commercials to gain advantage over other Media.

LIMITATIONS

1. The data obtained is focused to VIP Road, Soma, Uma Road, Karelibaug;Fateganj other areas are untouched then results may vary.

2. Due to shortage of time Job was restricted.

3. Inaccessibility to certain areas also restricted the study to a limited sample size.

4. Customer responses some time affected due to hallow effect or pear influences.

5. Many times consumers hide the exact information and provide what the informs wants.

CH 6 Suggestions and Recommendations

Suggestions and Recommendations

After conducting the survey I would like to give few suggestions as follows-

• The company needs to work on the advertising strategy in the Ice-cream division as they are doing in butter division since majority of consumers are not even aware about the schemes run by the company.

• Although company has good market share in Vadodara City due to its Brand name but it could increase its share significantly through massive direct marketing because there are still some untouched area where the product is not regularly available.

• There is lot of complaint regarding availability of the product especially in the summers and regarding packaging of one liter party pack thus should be eliminated.

• The packaging material of ice cream party pack should be either container or plastic sheets instead of being hard board sheets as it is available in other big cities also.

• More schemes should be launched to boost the awareness of the Amul Ice cream and remain in competition with the foreign players.

• In Vadodara the strength competition of Amul is with local players like Shital in price terms and Bharkadevi and Cream bell in quality. Then it is recommended to introduce the product into two different ranges like one to compete with local players which should be comparatively low price segment and other should be quality product having slightly high price.

• To enhance the consumer buying and consuming habit company should apply new promotional tools like mass marketing and customization of the product.

• Company should introduce Low fat and less sugar Ice cream segment to penetrate new market.

• Company should target youth and children for the product like Ice-cream and should know what exactly consumer wants.

CH 7 CONCLUSION

CONCLUSION

• An attempt is made to identify the level of awareness and market perception among the respondents towards Amul ice cream. It was found during studies that Amul has a very good market reputation in Vadodara city. They have a huge market share and big customer base. They have a bright future as have many uncovered area and potential customers.

• Consumers are satisfied with the quality of the product.

• There are lots of varieties available in the market.

• Consumers have complaint regarding packaging and sometimes availability of the product particularly with the brand Cassatta and Fundoo Range.

• In Vadodara the strength competition of Amul is with local players like Shitaland  go in price terms and Bharkadevi and Cream bell in quality.

• There are huge opportunities for the company to open a separate Amul ice cream parlour as customers have shown great enthusiasm for it.

Annexure

Research Questionnaire

NAME  _____________

Age group BELOW 10 20-30

(In years) 10-20 30-40

50-60

Gender MALE FEMALE

Marital Status

SINGLE MARRIED

Q.1 How many brands among the following are you aware of?

Amul    Mother dairy

Vadilal    Baskin Robbins

Cream bell    Shital

Kwality walls

Havmor

Q.2 Which brand do you prefer while buying Ice cream? (Rank 1-10)

Amul     Shital

Vadilal    Baskin Robbins

Cream bell    Havmor

Kwalitywallss

 Mother dairy

Q.3 While buying Ice-cream which factor do you consider most?

o Quality

o Price

o Availability

o Taste

o Flavor

Q.4 Do packaging affect buying behavior?

  Yes  No  

Q.5 Does Amul Ice cream packaging attract you?

o Agree

o Strongly Agree

o Disagree

o Strongly disagree

  Q.6You like to Enjoy Ice cream at-

o Parlors

o Home

o Restaurant

o Others

Q7. Howmany respond had amul ice cream?

    Yes   No

Q.8 How do you find Amul Ice cream?

o Excellent

o Good

o Average

o Bad

o Very bad

Q.9Do you think that there is Adulteration in Amul Ice Cream?

 Yes  No

Q.10which Schemes You Aware ?

o COUPON SCHEME

o 1+1 Scheme

o 25% Extra scheme

Q.11 Which Advertising medium prompts you to buy Amul Ice Cream?

o MEDIA

o TELEVISION

o NEWSPAPER

o MAGAZINES

o HOARDING

o OTHERS

Q 12.Does advertisement influence you to buy Amul Ice Cream?

    Yes   No

CH 8Bibliography

• Indian Journal of Marketing(ISSN-0973-8703). Topic Consumer Behavior.

• www.amul.com

• www.Wikipedia.com

• www.hevmore.com

• www.vadilal.co.in

• www.kwalitywalls.com

• www.baskinrobbins.com

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