RESEARCH REPORT ON COMPARATIVE STUDY OF AMUL V/S VITA MILK SONIPAT

Submitted in partial fulfillment of the requirement of the Award of degree in MASTER OF BUSINESS ADMINISTRATION [Session: 2011-13]

SUBMITTED TO:
Mrs.Vandana mam

SUBMITTED BY:
VIPIN (11001532009) GAURAV (11001532032)

DEPARTMENT OF MANAGEMENT STUDIES DCRUST, MURTHAL

ACKNOWLEDGEMENT

The satisfaction and euphoria that accompany the successful completion of any task would be incomplete without mentioning the people who made it possible, whose consistent guidance and encouragement crowned the efforts with success.

We would consider it my privilege to express my gratitude and respect to Mrs.Vandana Sharma Mam who provided her consistent support and suggestion during this programme as we troubled her through our queries at every stage of the work and we really appreciate the patience with which she resolved our doubts amidst herr busy schedule, we express our sincere thanks to her.

We cannot forget the contribution of respondents for their support by providing valuable information which proved a milestone for studies.

VIPIN GAURAV

PREFACE
M.B.A. is a course which combines both theory and its application as its content of study in the field of Business and Management. As a part and parcel of this course aspirant has to undergo in company research with the people. The research gives a unique experience to the aspirants who can visualize things what they have been taught in classrooms. It is in practical experience that the effectiveness of management itself is realized.

I was fortunate enough to get these opportunities of undertaking a research for the comparative study of AMUL V/S VITA, SONIPAT. It is an attempt to present an account of practical knowledge and observation gathered during the research.

OBJECTIVES OF STUDY
Every research is conducted for a specific purpose similarly, the project entitled AMUL V/S VITA MILK, which was undertaken for Sonepat region, is conducted with the objective:

Main Objective:
To study the consumer preferences towards the milk brand AMUL and VITA.

Sub Objectives:
1) To know which element attract more towards the brand.

2) To know the awareness of various brands among the respondents.

RESEARCH METHODOLOGY

Research simply means, Search for knowledge. According to Roman and More, Research is systematized effort to gain new knowledge.

It means the procedure for conducting the systematic & landed approach to carry out research work for the purpose of achieving the objectives. It refers to the procedure of completing the reporting source of data (primary/secondary), collection of data, and data analysis procedure for completing the research methodology.

RESEARCH METHODOLOGY is a way to systematically solve the research problem. In it, step-by-step methods are followed to solve a particular problem. It may be understood as a science of studying how research is done systematically. It refers to search for knowledge. In fact research is an art of scientific investigation. It includes: Research Design Sample Design Collection of Data

RESEARCH DESIGN

Research Design is the way in which the research is carried out. It works as a blue print.

A Research Design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. TYPES OF RESEARCH DESIGN: Research design can be classified into following types: Descriptive & Diagnosis research design Exploratory research design Experimental research design

Analytical research design

Exploratory: In it the problem is formulated for precise investigation and working hypothesis is developed. Descriptive & Diagnosis: In Descriptive Research Design, those studies are taken which are concerned with describing the characteristics of particular individual or a group. Experimental: In it casual relationships between variables are tested. It is also known as Hypothesis Testing Research Design. Analytical: In this, researcher has to use facts or information already available and analyses these to make a critical evaluation of the material. In this project we have used Descriptive and Analyitical research design. In Descriptive research I have found some facts from various inquiries. In Analytical research I have used some facts and information which was already available and analyzed that information.

SAMPLE DESIGN

SAMPLE

SAMPLE SIZE

In research studies, it has become almost impossible to examine the entire population, so we take the sample. This study is also conducted by taking the area based on purposive sampling. 50 Respondents

SAMPLE UNIT SAMPLE TECHNIQUE STUDY AREA

Individual Convenience sampling Sonepat

STATISTICAL TECHNIQUES Pie charts and bar graphs.

INTRODUCTION
AMUL:

Amul (is the name of a dairy cooperative in India. Derived from the Sanskrit word "Amulya," Amul means invaluable. Formed in 1946, it is a brand name managed by an Indian cooperative organisation, Gujarat Co-operative Milk Marketing Feder Amul is based in Anand, Gujarat and has been a successful example of cooperative organization.] Amul spurred the White Revolution in India which in turn made India the largest producer of milk and milk products in the world. It is also the world's largest vegetarian cheese brand. Amul is the largest food brand in India and world's largest pouched milk brand with an annual turnover of US $2.2 billion (2010-11). Currently Unions making up GCMMF have 3.1 million producer members with milk collection average of 9.10 million litres per day. Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Oman, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese market in 1994 did not succeed, but it plans to venture again. Dr Verghese Kurien, former chairman of the GCMMF, is recognised as a key person behind the success of Amul. On 10 Aug 2006 Parthi Bhatol, chairman of the Banaskantha Union, was elected chairman of GCMMF.

ENTRANCE OF AMUL FACTORY IN GUJARAT:

The Amul Plant at Anand featuring the Milk Silos

AMUL MILK PRODUCTS:

VITA:

The Haryana Dairy Development Co-operative Federation Ltd. registered under Haryana Co-operative Societies Act came into existence on April 1, 1977. Its authorized share capital is Rs.4000 lacks. It was established with the primary aim to promote economic interests of the milk producers of Haryana particularly those belonging to weaker sections of the village community by procuring and processing milk into milk products and marketing thereof by itself or through its unions. In furtherance of the above objects, the Federation undertakes a number of activities such as establishment of milk plants, marketing of VITA BRAND milk products of the Milk Unions. Its turnover during 2008-09 is Rs.768.00 crores. It also extends technical guidance to the Unions in all spheres of personnel, technical, marketing and financial management as well as makes them quality conscious, through use of modern methods of laboratory testing of various products.

Quality VITA the Hallmark of Quality As part of stringent quality measures, milk required for processing VITA products is procured from Dairy Cooperative Societies only. It is ensured that the milk is transported to chilling centers and plants in clean and sterilized milk cans as quickly as possible. All quality measures as per Standard of Bureau of Indian Standards/Agmark are being applied before the products are marketed. Wellequipped laboratories are functioning in the chilling centers and milk plants to maintain ideal quality standards. VITA is the endorsement of quality, a commendation we are proud of.

VITA PRODUCTS:

MANGO DRINK

SWEETENED FLAVOURED DOUBLE TONED MILK

NAMKEEN LASSI MITHI LASSI

TABLE BUTTER

GHEE (AGMARK)

Jal Jeera DAHI

MILK PANEER

KHEER COW MILK GHEE

MILK CAKE

KAJU PINNI

DATA ANALYSIS AND INTERPRETATION

1) Age of the consumer
Basis 13-18 19-25 26-35 35-50 50 above No. of respondents 8 9 15 8 10 % share 16 18 30 16 20

% share
30 25 20 15 10 5 0 13-18 19-25 26-35 35-50 50 above % share

INTERPRETATION: 8 respondents of age group 13-18 ,9 respondents of age group 19-25,15 respondents of age group 26-35,8 respondents of age group 35-50 and 10 respondents of 50 above prefer milk.

2) Gender of the consumer Basis Male Female No. of respondents 20 30 % share 40 60

% share

male female

INTERPRETATION: 20 respondents of male and 30 respondents of female prefer milk

3) Income of the consumer? Basis Nil Below 5000 5000-15000 15000-25000 Above 25000 3 8 10 15 14 No. of respondents 6 16 20 30 28 % share

% share
35 30 25 20 15 10 5 0 nil below 5000 5000-15000 15000-25000 above 25000 % share

Interpretation : 3 respondents of nil ,8 respondents of below 5000, 10 respondents of 5000-15000,15 respondents of 15000-25000 and 14 respondents of above 25000 prefer milk.

4)Do you consume milk? Basis Yes No No. of respondents 45 5 % share 90 10

% share

yes no

Interpretation: 45 respondents consume milk whereas 5 respondents do not consume milk.

5) Are you aware of different brands of milk? Basis Yes No No. of respondents 47 3 94 6 % share

% share

100 90 80 70 60 50 40 30 20 10 0 yes no

% share

Interpretation: 47 respondents are aware of different brands of milk whereas 3 respondents are not aware about different brands of milk.

6) Which brand consumer prefers the most? Basis Amul Vita Any other No. of respondents 30 15 5 % share 60 30 10

% share
30 25 20 15 10 5 0 amul vita any other % share

Interpretation: 30 respondents prefer amul, 15 respondents prefer vita and 5 respondents prefer any other.

7) Which type of milk do you consume the most? Basis Full cream milk Double tonned Simple tonned Milk powder No. of respondents 25 18 5 2 % share 50 36 10 4

% share

full cream milk double tonned simple tonned milk powder

Interpretation: 25 respondents prefer full cream milk , 18 respondents prefer double tonned , 5 respondents prefer simple tonned and 2 respondents prefer milk powder.

8) In which quantity do you consume milk per day in home? Basis 1-2 ltr 2-3 ltr 3-4 ltr 4 ltr above No. of respondents 3 7 30 10 % share 6 14 60 20

% share

60 40 20 0 1-2 ltr 2-3 ltr % share 3-4 ltr 4 ltr above % share

Interpretation : 3 respondents consume 1-2 ltr milk,7 respondents consume 2-3 ltr milk,30 respondents 3-4 ltr and 10 respondents consume above 4 ltr milk.

9) Which companys flavored milk you prefer most? Basis Amul Nestle Vita No. of respondents 30 5 15 % share 60 10 30

% share

amul nestle vita

Interpretation: 30 respondents prefer amul, 5 respondents prefer nestle and 15 respondents prefer vita flavored milk.

10) Why do you prefer to purchase this brand? Basis Availability Quality Good offers Packaging Price No. of respondents 10 25 3 2 10 % share 20 50 6 4 20

% share
50 45 40 35 30 25 20 15 10 5 0 availability quality good offers packaging price % share

Interpretation : 10 respondents purchase for availability, 25 respondents purchase for quality, 3 respondents purchase for good offer, 2 respondents purchase for packaging and 10 respondents purchase for price.

11) Which marketing strategies impact your purchasing decision? Basis Advertisement Sales promotion Special offers Discount No. of respondents 25 15 5 5 % share 50 30 10 10

% age

Advertisement sales promotion special offers discount

Interpretation: 25 respondents are influenced by advertisement, 15 respondents are influenced by sales promotion, 5 respondents are influenced by special offers and 5 respondents are influenced by discount.

12) Where do you like to shop for your product? Basis From milk booth Milkman Nearby shops No. of respondents 15 5 30 % share 30 10 60

% share
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% from milk booth milkman nearby shops % share

Interpretation: 15 respondents prefer to buy from milk booth, 5 respondents from milkman and 30 respondents from nearby shop.

13) Which brand gives you more benefit in terms of satisfaction and wage? Basis Amul Vita Any other No. of respondents 30 15 5 % share 60 30 10

% share

amul vita any other

Interpretation: 30 respondents gets more benefit from amul, 15 respondents gets more benefit from vita and 5 respondents gets more benefit from any other.

14) Will you continue to buy the same brand in future? Basis Yes No No. of respondents 40 10 % share 80 20

% share

80 70 60 50 40 30 20 10 0 yes no % share

Interpretation: 40 respondents will continue to buy the same brand whereas 10 respondents will not continue to buy the same brand.

LIMITATIONS OF THE STUDY

The study was conducted at Sonepat region. Sample size was 50 respondents only. Anticipation was made and possible precautions were taken to minimize error and flows.

The main limitations of the project undertaken are as under:The concerned respondents were having very busy schedule because of which they were reluctant to give appropriate information. It becomes difficult to collect data because of lack of information sources. Consumer buying preferences order value varies from consumer to consumer so it is very difficult to know about their attitude and preference. The respondents were less organized so it becomes difficult to gather information.

SUGGESTIONS OF THE STUDY

After going to survey of customer not much can be suggested but certainly some steps are there which the organization can take care for effective results:

Vita should increase their market and promotional strategies. Availability of products should be consistent. The products should be in large quantity packaging. As competitors are entering in the market, so the company should grab the customers to maintain their market share.

BIBLIOGRAPHY
1.
KOTHARI,C.R., RESEARCH METHODOLOGY

2. www.google.com 3. www.yahoo.com
4. http://toi.amul.com/products.html 5. http://en.wikipedia.org/wiki/Amul 6. www.hddcs.com

ANNEXURE
1) Age of the consumer
o o o o o 13-18 19-25 26-35 35-50 50 above

2) Gender of the consumer:

Male

Female

3) Income of the consumer

o o o o o nil below 5000 5000-15000 15000-25000 above 25000

4) Do you consume milk? Yes ( ) 5) Are you aware of different brands of milk? Yes ( ) 6) Which brand consumer prefers the best?
o Amul o Vita o Any other

No ( )

No ( )

7) Which type of milk do you consume the most?

o o o o full cream milk double tonned simple tonned milk powder

8) In which quantity do you consume milk per day in home?

o o o o 1-2 ltr 2-3 ltr 3-4 ltr 4 ltr-above

9) Which companys followed milk you prefer most?

o Amul o Nestle o Vita

10) Why do you prefer to purchase this brand?

o o o o o Availability Quality Good offers Packaging Price

11) Which marketing strategies impact your purchasing decision?

o o o o Advertisement Sales promotion Special offer Discount

12) Where do you like to purchase your products?

o From milk booth o Milkman o Nearby shop

13) Which brand gives you more benefit in terms of satisfaction and usage?
o Amul o Vita o Any other

14) Will you continue to buy the same brand in future? Yes ( )

No ( )

15) Any suggestions for improvement of the product _____________________ _________________________________________________________________

________________________________________________________