A

PROJECT REPORT
ON
ASSESSMENT OF MARKET POTENTIAL AND CUSTOMER BEHAVIOUR
ANALYSIS

SUBMITTED TO
UNIVERSITY
IN PARTIAL FULFILLMENT OF REQUIREMENT FOR THE AWARD
OF
MASTER IN MARKETING MANAGEMENT

BY,

BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY

CERTIFICATE

This is to certify that Mr. Premjeetkumar bearing Master in Marketing Management

from Indira institute of management has successfully completed project on the topic
Customer perceptions towards Amulpaneer under the Guidance of Prof. Sanjay
Patil

Internal GuidanceDirector

Mr.Sanjaypatil
Dr. Pandit Mali

Date:
Place: Pune

SI. PARTICULARS
NO.

PAGE
NO.

01

ABSTRACT

02

INTRODUCTION

03

OBJECTIVE & SCOPE

20

04

RESEARCH METHODOLOGY

22

05

DATA ANALYSIS

26

06

FINDINGS & LIMITATIONS

48

07

SUGGESTIONS

50

08

BIBLIOGRAPHY

52

09

ANNEXURE

54

LIST OF TABLE

TABLE
NUMBER

TABLE
CONTENT

PAGE
NUMBER

2.

Top 10 FMCG companies

AmulPaneer Content

5
16

3.

Comparative study of

31

different paneer brands

FIGURE
NUMBER
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24

CONTENT OF FIGURE

PAGE

Foundation of DS GROUP
DS GROUP products
Sterilized Paneer
BCG performance matrix
Comparative ranking of different paneer brand
Purchase of paneer
Other preferred paneer brand
Media ranking for Amulpaneer advertisement
Attributes ranking of Gowardhanpaneer
Attributes ranking of Amulpaneer
Attributes ranking of Reliance pure paneer
Attributes ranking of Modern paneer
Attributes ranking of Loose packing paneer
Preferred place ranking for purchase of paneer
Quantity consumed per month of paneer
Paneer form preferred by customer
AmulPaneer Shelf life effect on customer
preference
Paneer manufacturing date effect on preference
AmulPaneer Quality Satisfaction level check
Amulpaneer brand image effect on customer
mind
AmulPaneer Packaging effect on customer mind
AmulPaneer Durability effect on customer mind
AmulPaneer more
customer mind

fat &

protein

LIST OF FIGURES

effect

on

NUMBER
8
10-15
16
17
19
27
28
29
30
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46

ABSTRACT

ABSTRACTA study investigated about market potential and investigation among the customer
regarding their behaviour towards the sterilized Paneer and other Paneer brands.
Perception of customer for sterilized Paneer is understood through this project. Things

that matter mainly at the time of purchasing of paneer is studied in this project. In this
project 100 Questionnaires were distributed to different customer Delhi/NCR city. The
result indicated that customer mainly like to purchase both types of panner or any other
brand due to less availability of sterilized panner and lack of awareness for brand.

In this we studied that how the different factor like price, availability, shelf life of paneer
affect the purchasing behaviour of the customer. In that we found that due to less
availability the market share of sterilized paneer is lesser than his competitor. The shelf
life of paneer which is twelve month is not having any effect on the demand of product;
customer doesnt give consideration to that point at time of purchasing

We also find out the effect of different media on purchasing of paneer and amount
generally consumed customer per month. That shows customer mainly influenced
through the shopkeeper at the time of purchasing of paneer. Then the availability and
schemes matter at that time to increase the market share and sell of the sterilized paneer.

DS group must come up with the new promotional activities such that people become
aware about DS sterilized Paneer. Quality is the dominating aspect which influences
consumer to purchase sterilized product, but prompt availability of other milks brands
and aggressive promotional activities by other influences the consumer towards them and
also leads to increase sales. In comparison to sterilized paneer, the other players provide a
better availability and give competition to the hilt. People are mostly satisfied with the
overall quality of sterilized paneer, but for the existence in the local market DS group
must use aggressive selling techniques. Proper customer education is needed because
sterilized panner is frozen paneer so it remains very tight if it kept out of freezer just
before using, so customer must be educated to use it in right manner.
Availability of sterilized paneer is too low; very less customer wants to buy sterilized
paneer but it is only on limited shop so thats an lack of distribution.

CHAPTER-1

INTRODUCTION

INTRODUCTIONDS group is going to work on a new product called "Sterilized Paneer".

The product is yet to be launched soon after its appropriate testing in the market checking the feasibility of
product in Delhi- Ncr region.
It is targeting only Delhi-Ncr markets ( High end customers) with people not compromising with the quality
against price.
Ksheer sterilized paneer is made with the best quality milk and packed in a state of the art manufacturing
facility. Brine solution is added to the paneer to ensure its goodness remains intact. All this is sealed in a
easy to open pack which makes it convenient to use anytime and anywhere.
LIC no- 10014013000809
net qty- 200 gm
drain qty- 125 gm
The product is best before 12 months from date of manufacturing. Its shelf life is about 1 year storing it in
a cool and a dry place.
The paneer is already available in the cubes form and is ready to use.
salty water acts as a sterilized preservative to keep the product intact.
Nutritional information per 100 gm:
energy kcalprotein gcarbohydrate gsugar gfat gcalcium mg-

293.95
16.9
0.65
0.0
23.05
255

Following are the important information about the product;

1) Do not consume a leaked/puffed can
2) Drain the liquid of the can before use.
3) After opening the can transfer the contents to glassware
4) Due to process, the color turns slightly brownish

CHAPTER-2
INDUSTRY PROFILE

INDUSTRY PROFILE
FOOD INDUSTRY:
The food industry is the complex, global collective of diverse business that together supply much
of the food energy consumed by the world population .Only subsistence farmers, those who
survive on what they grow, can be considered outside of the scope of the modern food industry.
The food industry includes:
Regulation: Local, regional, national and international rules and regulations for food production
and sale, including food quality and food safety and industry lobbying activities.
Education: Academic, vocational, consultancy
Research and development: Food technology
Financial services: Insurance, credit
Manufacturing: Agrichemicals, seed, farm machineryand supplies, Agricultural construction,
etc.
Agriculture: Rising of crops and livestock, seafood.
Food processing: preparation of fresh products for market, manufacture of prepared food
products
Marketing: Promotion of generic products (e.g. milk board), new products, public opinion ,
through advertising, packaging, public relations, etc.
Wholesale and distribution: Warehousing, transportation, logistics
Retail: Supermarket chains and independent food stores, direct-to consumer, restaurant, food
services.

FMCG:Products which have a quick turnover, and relatively low cost are known as FAST MOVING
CONSUMER GOODS (FMCG) .FMCG products are those products that get replaced within a
year. Examples of FMCG generally include a wide range of frequently purchased consumer
products such as toiletries, soap, cosmetics, tooth cleaning products, shaving products and
detergents, as well as other non- durables such as glassware, bulbs, batteries, paper products and
plastic goods. FMCG may also include pharmaceuticals, consumer electronics, packaged food
products, soft drinks, tissue paper, and chocolate bars. A subset of FMCGS is Fast Moving
Consumer Electronics which include innovative electronic products such as mobile phones, MP3
players, digital cameras, GPS Systems and Laptops. These are replaced more frequently than
other electronic products. White goods in FMCG refer to household electronic items such as
Refrigerators, T.Vs, Music Systems, etc.
Indian FMCG Sector:The Indian FMCG sector is the fourth largest in the economy and has a market size of US$13.1
billion .Well-established distribution networks, as well as intense competition between the
organized and unorganized segments are the characteristics of this sector .FMCG in India has a
strong and competitive MNC presence across the entire value chain. It has been predicted that
the F MCG market will reach to US$33.4 billion in 2015 from US$11.6 in 2003. The middle
class and the rural segments of the Indian population are the most promising market for FMCG,
and give brand makers the opportunity to convert them to branded products .Most of the product
categories like jams, skin care, toothpaste, shampoos, etc, in India have low per capita
consumption as well as low penetration level, but the potential for growth is huge. The Indian
economy is surging ahead by leaps and bounds keeping pace with rapid urbanization, increased
literacy level, and rising per capita income. The big firms are growing bigger and small time
companies are catching up as well. According to the study conducted by A.C Nielson, 62 of the
top 100 brands are owned by MNCs and the balance by the Indian companies. Fifteen companies

own these 62 brands and 27 of these are owned by Hindustan Lever. Pepsi is at number three
followed by ThumsUp. Britannia takes the fifth place, followed by Colgate (6), Nirma (7), CocaCola (8), Parle (9). These are the figures the soft drink and cigarette companies have always shed
away from revealing. Personal care, cigarettes and soft drinks are the three biggest categories in
FMCG. Between them, they account for 35 of the top hundred brands.

THE TOP 10 COMPANIES IN FMCG SECTOR

S .No.

COMPANIES

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

Hindustan Unilever Ltd.

ITC (Indian Tobacco Company)
Nestle India
GCMMF(AMUL)
Dabur India
Asian Paints(India)
Cadbury India
Britannia Industries
Procter & Gamble Hygiene and Health Care
Marico Industries
Table -1 Top 10 FMCG Companies

CHAPTER-3
COMPANY PROFILE

INTRODUCTION OF ORGANIZATION

GCMMF: An Overview
GUJARAT COOPERATIVE MILK MARKETING FEDERATION (GCMMF) is Indias
largest food products marketing organization; it is a staple 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. AMUL is the brand
under
this
organisation.
Amul
product
range
includes
milk
powder,milk,butter,ghee,,cheese,curd,chocolate,icecream,cream,shrikhand,paneer,gulab
jamun,basundi,nutramul brand and others. In January 2006,Amul plans to launch Indias first
sport drink stamina, which will be competing with Coca Colas PowerAde and PepsiCos
Gatorade. Amul is the largest food brand India and worlds 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 litres per day. Besides India, Amul has
entered overseas market such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore,
Hong Kong and few South African countries. Its bid to enter Japanese market in 1994 had not
succeeded, but now it has fresh plans for glooming the Japanese market. Other potential markets
being considered include Srilanka. Dr Varghese kurien, former chairman of the GCMMF, is
recognised as the man behind the success of Amul. On 10th Aug2006 Parthi G Bhatol, Chairman
of the Banaskantha Union, was elected chairman of GCMMF.

HISTORY:-

Amul was formally registered on December 14, 1946. The brand name Amul, sourced from the
Sanskrit word Amoolya, means priceless. It was suggested by a quality control expert in Anand
and it was chosen because it was a perfect acronym for Anand Milk Union Limited. The Amul
revolution was started as awareness among the farmers. It grew and matured into a protest
movement that was channelled towards economic prosperity over fife decades ago, the life of an
average farmer in kheda district was very much like that of his/her counterpart anywhere else in
India. His/her income was derived almost entirely from seasonal crops. The income from
buffalos milk was undependable. Milk producers have to travel long distances to deliver milk to
the only dairy, the Polson in anand often milk went sour, especially in the summer season, as
producer has to physically carry milk in individual containers. Private traders and middleman
controlled the marketing and distribution system for the milk. These middlemen decided the
prices and the off-take from the farmers by the season. As milk is perishable, farmers were
compelled to sell it for whatever they were offered. Often, they had to sell cream and ghee at
throw away prices. Moreover, the government at that time had given monopoly rights to Polson
dairy, which was run by a person of Parsi descent,( around that time Polson was the most well
known butter brand in a country) to collect milk from Anand and supply to Mumbai city in turn
(about 400 kilometres away). Another problem farmers faced was that in winter the milk output
of buffaloes doubled which caused prices to fall down even further. India ranked nowhere
amongst milk producing countries in the world in 1946. Gradually, the realization dawned on the
farmers with inspiration from the nationalist leader SardarVallabhbhai Patel (who later became
the first home minister of free India) and Morajidesai (who later became the Prime Minister of
India) and local farmers, freedom fighter and social worker Tribhovandas Patel, that the
exploitation by the traders could be checked only if they marketed their milk themselves. Amul
was the result of the realization that they could pool up their milk and work as a cooperative.

Setting up of Gujarat cooperative milk Marketing federation

In 1954, Kaira District Co-operative Milk Producers, Union built a plan to convert surplus milk
produced in the cold season into milk powder and butter. In 1958, plants to manufacture cheese
and to produce baby food were added. Subsequent years saw the addition of more plants to
produce different products. In 1973, the milk societies/district level unions decided to set up a
marketing agency to market their products. This agency was the Gujarat Cooperative Milk
Marketing Federation (GCMMF). It was registered as a co-operative society on 9 July 1973.

PRODUCT PROFILE
AmulPaneer:-

Technologically, it is equivalent to cream cottage cheese of western products. Can be

kept good in the deep freeze for 6 month.

AmulMalaiPaneer is already available in cut cubes form which saves preparation time of
housewives as well as reduces losses due to crumbling.

The best quality of MalaiPaneer with quality assurance of Amul is the only national
brand of Paneer available in India since 1997. It is also exported to US, Gulf as well as
Singapore & Japan market regularly.

Richer, Softer, Better Panner made out of fresh milk. Composition of

AmulMalaiPanner is as under.

Parameters
Moisture % (Max)
Fat% on Dry Matter Basis (Min)

Standards
55.0
50.0

Table- 2AmulPaneer Content

Higher fat content (26-27%) and lower moisture content than other loose Panner
available in the market. This gives AmulMalaiPaneer smooth, uniform texture and
softness that most customers desire.

Automated production process giving Hygienic MalaiPaneer unlike the locally made
Paneer and being sold in open.

Most convenient for of diced/ Block MalaiPaneer which can be stored in deep freeze for
usage at any time.

Within 10 minutes of thawing in lukewarm water the AmulPaneer regains its softness.

Diced Paneer is available in three pack sizes viz. 100g, 200g & 1 kg pack in heat sealed
poly pouches to ensure the best quality. Recently we have launched Block Paneer in
100g, 200g, 500g & 1 kg packs in Aluminium foil & paper carton over it.

AMUL MASCOT: Since 1967 [8] Amul products mascot has been the very recognizable
Amul baby (a chubby butter girl usually dressed in polka dotted dress) showing up on
hoardings and product wrappers with the equally recognizable tagline Utterly Bitterly delicious
Amul. The mascot was first used for Amul butter. But in recent years in a second wave of ad
campaign for Amul products, she has also been used for other product like ghee and milk.

Amul Butter Girl

Edited from an article by Mini Varma published in THE Asian Age on March 3, 1996
The moppet who put Amul on Indias breakfast table 50 years after it was first launched; Amul
sales figures have jumped from 1000 tonnes a year in 1996 to over 25,000 tonnes a year in 1997.
No other brand comes even close to it. All because a thumb-sized girl climbed on to the
hoardings and put a spell on the masses.

ACHIEVEMENT:Amul Asias largest dairy co-operative was created way back in 1946 to make the milk producers
self-reliant and conduct milk-business with pride. Amul has always been the trend setter in
bringing and adapting the most modern technology to door steps to rural farmers.
Amul created history in following areas:

First self motivated and autonomous farmers organisation comprising of more than
5000000 marginal milk producers of kaira district.

Created dairy co-operatives at village level functioning with milk collection centre owned
by them.

Computerized milk collection system with electronic scale and computerized accounting
system.

The first and only organization in the world to get ISO 9000 standard for its farmers cooperatives.

First to produce milk powder from surplus milk.

CHAPTER-5

OBJECTIVES
ANDSCOPE

OBJECTIVES AND SCOPE:-

 OBJECTIVES OF THE REPORT

The main objectives of the study can be listed as follows

PRIMARY OBJECTIVE

To find customer behaviour about Amulpaneer.

To collect the information about the competitors.

To find size of retail network of AmulPaneer in specific area of Ranchi city.

SECONDARY OBJECTIVE

To organize sale promotional activities to improve Panner sales.

To generate and secure consumer awareness.

SCOPES OF PROJECT:The study carried out in Ranchi city, so its scope is mainly limited to Ranchi city.

It gives information about the size of the retail network.

It gives information about the services given by distributor to their retailers.

It gives information about the competitors products.

It will serve consumer in better manner.

It provides suggestions to the company to improve their product sales.

It gives information about the sales promotion activities to improve the Paneer sale.

CHAPTER-6
RESEARCH
METHODOLOGY

Types of Research:

Descriptive vs. analytical

Applied vs. fundamental

Quantitative vs. Qualitative

Conceptual vs. Empirical

In case of studying the customers perception on Amulpaneer, the Descriptive vs. Analytical
Research is used.
Descriptive Research includes surveys and fact finding enquiries of different kinds whereas
Analytical Research includes using fact and information already available and analyze these to
make a critical evaluation of the material.

CLUSTER SAMPLING:
Here the whole area is divided into some geographical area and a definite number of consumers
were to be surveyed.

CONVENIENCE SAMPLING:
This type of sampling is chosen purely on the basis of convenience and according to
convenience. I visited Superstores and Gymnasium.

SAMPLING:

Sampling Technique

Non probability sampling

(A non-probability sampling technique is that

in which each element in the population

does not have an equal chance of getting
selected)

Sample Unit

People who buy Paneer is available at a

Retailer, Stores, etc

Sample Size

100 respondents (Age ranging between

15 yrs to 50 yrs)

Method

Direct interview through questionnaire

Data analysis method

Graphical method

Area of survey

Ranchi District

Timing of survey

9.00 am to 12.30 pm and 3.00 pm to 6.00 pm

FIELD WORK METHOD USED FOR DATA COLLECTION

Questionnaire was prepared keeping the objective of research in mind.

Questionnaires were asked to respondents as regards to their willingness to purchase

Paneer.

The help of questionnaires conducted direct interviews, in order to get accurate

information.

In order to get correct information, I had to approach consumers ranging from 15 yrs to
50 yrs.

I visited as many respondents as I can and asked them their real likings about panner and
also got an idea, howa Paneer should be?

It is a Herculean task to understand consumer behaviour, as the definition suggest.

Consumer behaviour is a physical activity as well as decision process individual
engaged in when evaluating, acquiring, using and disposing goods and services.

In order to collect accurate information, I visited to home, stores and shops. Each and
every question was filled personally by the respondents and checked properly.

DATA ANALYSIS

DATA ANALYSIS:
Q1. How much quantity of Paneer do you consume per month?

Less than 1 kg

b. 1 kg 5 kg

5 kg 10 kg

d.

More than 10 kg

Less than 1kg

1kg - 5kg
5kg 10kg
More than 10kg

10%
18%

22
50
18
10

22%

Less than
1kg
1kg - 5kg
5kg 10kg

50%

More than
10kg

INTERPRETATION:

Purchase of Panner per month is 1 kg- 5 kg mainly; its 50% of total.

Only 22% customer likes to buy less than 1 kg panner per month.

Only 18% customers like to buy5kg-10kg paneer per month.

Only 10% customer likes to buy more than 10 kg per month.

Q2.

From where do you purchase Paneer?

Grocery shop

Amulparlour

Milk booth

Other place
Grocery shop
Amulparlour
Milk booth
Other place

30
17
43
10

Chart Title
Grocery
10%
43% 30%
17%

shop

Amul
parlour

Milk booth

Other place

INTERPRETATION:

People like to purchase Paneer from milk booth and grocery shop.

Milk booth get 1 rank, less number of people goes to amulparlour to purchase paneer.

Other place to purchase paneer is less preferred by the customer.

Q3. Which form of Paneer you like mainly?

Block Paneer

Piece Paneer

Block Paneer
Piece Paneer

68
32

32%
68%

Block Paneer
Piece Paneer

INTERPRETATION:

Amul is giving the pieces paneer for differentiate the product from competitor, but
customer not ready to change their behaviour.

Only 32% customer like pieces paneer, that shows more advertisement is needed to aware
the customer about availability of pieces paneer in amul.

Q4. You prefer to buy the product within how many days from the manufacturing date?

1 month

2 months

3 months

More than 3 months

1 month
2 months
3 months
More than 3 months

50
30
12
8

1 month

12%

8%
2 months
50%

3 months

30%
More than 3 months

INTERPRETATION:

That shows the customer like and dislikes purchasing the long shelf like product, but
customer like to purchase only fresh product.

Large number of customer only like to buy the product 1 month old product, very less
number of customer like to purchase paneer more than 3 month old.

Q5. Which one of the following Paneer brands comes to your mind first?

Amul

Raj Milk

sudha

Medha

Loose paneer

27
15
33
05
20

Amul
Raj Milk
sudha
Medha
Loose paneer

20%
5%
33%

Amul

27%

Raj Milk
sudha

15%

Medha
Loose
paneer

INTERPRETATION:

The above graph shows that sudhapaneer stand at 1st rank in Ranchi.

Amulpaneer stand at 2nd rank, its a growing brand of paneer in Ranchi.

Q6.

Do you purchase AmulPaneer?

Yes

No
Yes
No

30
70

Chart Title
30%

Yes
No

70%

INTERPRETATION:

The above graph shows that only 30% of people use Amulpaneer.

70% of people use another brands.

Q7.

If No, then which other Paneer brand you prefer to buy?

sudha

Raj

Medha

Loose packed paneer

Sudha
Raj
Medha
Loose Packed Paneer

65
10
05
20

20%
5%
10%

Sudha
65%

Raj
Medha
Loose Packed
Paneer

INTERPRETATION:

This graph shows the ranking of paneer brand other than amul, most of the people switch
towards sudhapaneer.

Loose paneer has also good market demand and stand in 2nd rank in other brand ranking.

Q8.

Does long shelf life of AmulPaneer prompts you to buy more quantity of product?

Yes

No
Yes
No

27
73

27%
73%

Yes
No

INTERPRETATION:

Six month long shelf life is also a product differentiation factor of amulpaneer, but
customer mind is set to purchase only Sudhapaneer because its the local brand.

Long shelf life is a beneficial factor for shopkeeper to store paneer for long time with the
risk of obsolete the product.

Customer always wants to buy local product so brand always doesnt matter for customer.

Q9.

From which media you got the information about the AmulPaneer mainly?

Newspaper

Magazines

Radio

Pamphlets

Shopkeeper

Internet

Word of mouth

Newspaper
Magazines
Radio
Pamphlets
Shopkeeper
Internet
Word of mouth

20
15
03
10
22
0

30

Newspaper
30%

20%
15%

Magazines

3%

Pamphlets

22%
10%

Radio
Shopkeeper
Internet
Word of mouth

INTERPRETATION:

This chart shows the influence of different media on the purchasing behaviour of
customer. In this word of mouth mainly help the customer to choose the paneer and shop
keeper at highest in rank followed by shopkeeper at 2nd rank.

Pamphlet and other advertisement material also persuade the customer to purchase the
specific brand but customer mainly believe on shopkeeper, so to push the product through
the shopkeeper help is main factor to get good market share.

Q10. Please rank the following paneer brands based on following attributes of different Paneer
brands accordingly.

5 being highly satisfactory & 1 being not satisfactory

ATTRIBUTE\COMPANY

SUDHA AMUL MEDHA

RAJ

LOOSE
PANEER

PRICE
TASTE
PACKAGING
AVAILABILITY
SHELF LIFE
PROMOTIONAL

4
5
5
5
5
5

3
5
5
4
5
4

4
4
4
3
3
1

4
4
3
3
3
1

5
4
1
4

ACTIVITY
QUALITY

1
1

Q11. Please put right mark (according to your opinion in below given spaces.
(AG- Agree, DAG- Disagree, SAG- Strongly Agree, SDAG- Strongly Disagree)

Quality of AmulPaneer is satisfactory :22

0
23
45

Agree
Disagree
Neutral
Strongly Agree
Strongly Disagree

18%

41%

20

Agree

20%

Disagree
Neutral

21%

Strongly
Agree
Strongly
Disagree

INTERPRETATION:

Amul is an brand which is mainly known for its better quality, in this survey the customer
also agree with that thing.

Nearly 41% customers find quality of amulpaneer satisfactory. Very less number of
customer disagree that amulpaneer quality is not good.

Brand image of AmulPaneer is better than other brand.

Agree
Disagree
Neutral
Strongly Agree
Strongly Disagree

20%
28%

24%

12%

16%

24
16
12
28
20

Agree

Disagree

Neutral

Strongly
Agree

Strongly
Disagree

INTERPRETATION:

That thing well known that amul is a good brand and its brand image is better than other
player in market.

Nearly 64% customers in between 100 with that point of view.

Amul give a good image in its product thats why it have better brand image in
competitors to its competitors.

AmulPaneer packaging is good.

Agree
Disagree
Neutral
Strongly Agree
Strongly Disagree

8% 20%
27%
13%
32%

20
13
32
27
08

Agree

Disagree

Neutral

Strongly
Agree

Strongly
Disagree

INTERPRETATION:

AmulPaneer available in plastic tetra packs which is not mainly like by the
customer. Amul have frozen paneer so this packaging is necessary but customer is
not satisfied with that type of packaging.

Amulpaneer packaging is not able to attract large number of customer.

More Fat and Protein in Amulpaneer give you customer delight.

Agree
Disagree
Neutral
Strongly Agree
Strongly Disagree

35
20
18
12
15

Agree

15%

18%

Disagree

35%

12%

Neutral
20%

Strongly
Agree
Strongly
Disagree

INTERPRETATION:

Amulpaneer contains more fat in comparison with its competitors, more amount of
paneer make it more tasty in comparison to other paneer brand and as graph shows large
number of customer agree with the point.

Paneer is good source for protein, more amount of fat and as protein gives more customer
delight to its customer.

Q12. Any other suggestion for improving the quality of AmulPaneer.

Ans-

The main suggestion given by customer about quality of paneer is that it remains very

hard at the time of use, the reason of that complaint is due to frozen paneer.The nature
of frozen paneer to remain very tight till the 2-3 hr until it is kept into an open area.
Amul avails frozen paneer for long shelf life but due to lack of product education in
Customers, it is not used in the proper manner. It is necessary to keep the amulpaneer
in an open area for 2 -3 hr before it is used.
Other main complaints about the availability of amulpaneer is that it is available only
to the limited stores because of which customer has to switch to some other brand.

FINDINGS
AND
LIMITATIONS

FINDINGS AND LIMITATIONS:

My Findings :

During the survey it was found that still there are 8% people who have not used
amulpaneer.

Lack of awareness in consumers. Some people are not known about AmulPaneer.

When I interviewed people, then many of the people cannot recall Amulpaneer
advertisement. It shows lack of advertisement or advertisement is not timely given.

There is lack of sales promotional activities. i.e. free tattoo, extra weight, toys, quiz
contested.

I found that the main thing is that AMUL brand name has very good image in
consumers mind and they consider it as Pure & Good product.

LIMITATIONS OF THE RESEARCH:

The survey is limited for only for three areas of pune city.

Time period of the project was 8 weeks, which may not be enough to understand the
whole market.

Sample size (200) of the project was too small as compared to total area covered.

Non-cooperative approach and rude behaviour of some respondents.

SUGGESTIONS

SUGGESTIONS:

In order to maintain and increase the sales in the city of Pune, the following
recommendation regarding Amulpaneer, particularly regarding advertising, distribution,
promotional policies, etc, are hereby suggested.

First and foremost Amul should take proper action in order to improve timely availability
services, because although being a top slot in butter and milk supplies it does not get the
sales in paneer, which it should get.

Company should use brand ambassador which attracts each age segment.

Amul should give local advertisement apart from the advertisement given at the national
level. Local advertisement should be given in local newspaper like sakal, pune mirror etc.

Try and change the perception of the people through word of mouth about Amul in
advertisement, because they are the best source to reach customers.

Company should launch Paneer in new attractive offers to change image of Amulpaneer
in consumers mind like 5% discount, booklet for paneer food dishes.

Company should introduce sales promotional schemes like contest, free gifts etc.

BIBLIOGRAPHY

BIBLIOGRAPHY:

http://en.wikipedia.org/wiki/food industry

http://www.indianfoodindustry.net/

http://www.amul.com/cooking-paneer.html

http://www.amul.com/story.html

Business world

Kothari C.R. Research Methodology Method and techniques, New age

international publishers. Edition II, 2004.

ANNEXURE:

QUESTIONNAIRE

MARKET SURVEY TO UNDERSTAND CUSTOMER

PERCEPTION ABOUT AMUL PANEER

NAME: -

.............................................................................
(First)

AGE:-

(Middle)

(Last)

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

Address: - ...............................................................

Contact No: -.................................

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

Please put right mark accordingly :

GENDER: -

OCCUPATION: -

Male:

Housewife:
Student:

_____

Female:

_____

Professional: _____

_____

Other:

_____

_____

Q 1. How much Quantity of Paneer do you consume per month?

Less than 1 kg.

1 kg.

5 kg.

More than 10 kg.

Q 2.From where do you Purchase Paneer?

Grocery shop

AmulParlour

Milk booth

Other place

Q 3.Which form of Paneer you like mainly?

Block Paneer

Piece Paneer

Q 4. You prefer to buy the product within how many days from the manufacturing date

1 month

2 months

3 months

More than 3 months

Q 5. Which of the following Paneer Brands comes to your mind first (Please mark them on a
scale of 1-5, 1 being high recall and 5 being the lowest recall)

AMUL

VARNA

RELIANCE PURE

GOWARDHAN

NON BRANDED(loosely sold)

MODERN

SFURTI

Q 6. Do you purchase AmulPaneer -?

Yes

No

Q 7. If No, then which other Paneer Brand you prefer to buy

(Please rank them on a scale of 1-4,1 being first preference and 4 being the last
preference)

VARNA

RELIANCE PURE

GOWARDHAN

LOOSE PACKED PANEER

MODERN

SFURTI

Q 8. Does long shelf life of AmulPaneer prompts you to buy more quantity of product?

Yes

No

Q 9. From which media you got the information about the AmulPaneer mainly?

Newspaper

Magazines

Radio

Pamphlets

Shop keepers

Outdoor (hoardings)

T.V

Internet

Word of mouth

Q 10. Please rank the following paneer brands based on following attributes on a scale of 1-5,
5 being highly satisfactory & 1 being not satisfactory

ATTRIBUTE\COMPANY

VARNA

AMUL

RELIANCE

MODERN

PURE

LOOSE

GOWARDHAN

PANEER

PRICE
TASTE
PACKAGING
AVAILABILITY
SHELF LIFE
PROMOTIONAL
ACTIVITY
QUALITY

Q 11. Please put right mark (according to your opinion below given spaces):-

STATEMENTS

Strongly
Agree

Quality of AMUL
PANEER is
satisfactory

Agree

Neutral

Disagree

Strongly
Disagree

Brand image of
AMUL PANEER is
better than others

Packaging of
AMUL PANEER is

good
Six month long
shelf life of AMUL
PANEER make it
unique product in

this category
You are delighted
because of rich
proteins and fat in
AMUL PANEER

Q 12. Any other suggestion for improving the quality of AMUL PANEER:____________________________________________________________________
____________________________________________________________________
____________________________________________________________________

Signature: