Asia Pacific Journal of Research Vol: I Issue XVIV, November 2014

ISSN: 2320-5504, E-ISSN-2347-4793

A STUDY ON CONSUMER SATISFACTION TOWARDS AMUL PRODUCTS

A.M.ELANTHIRAIYAN
Assistant Professor, Management Wing,
DDE Annamalai University, Tamil Nadu

ABSTRACT
Amul product is one of the important products which is used all over the world. Consumer buying
behaviour is an important element in the marketing activity. This study is used to calculate various opinions of
the consumers who is using Amul products. This shows the purchasing level of the product. The company can
come to know about the strength and weakness of the product. This will help to know the needs and wants of
every individual in the day to day life. Consumer buying behaviour is the sum total of a consumer's attitudes,
preferences, intentions, and decisions regarding the consumer's behaviour in the market place when purchasing
a product or service. The study of consumer behaviour draws upon social science disciplines of anthropology,
psychology, sociology, and economics. Consumer behaviour is broadly studied field. It lets the companies
understand how consumer decides about buying their product or acquiring services. Marketing managers are
always interested to know more about consumers’ behaviour so they can prepare better communication and
advertising campaigns and messages about their products and services. Consumer makes buying decision every
day and many people don’t even know the factors which derive them to this decision. Usually the factors
affecting consumer buying behaviour include psychological, social, cultural and Buying the new home cleaning
service involves consumers’ research for the best option available and it might take various factors in account
in its decision-making process. This thesis is about studying which factors of social, cultural, personal or
psychological characteristics has the most effect on consumer decision making process when selecting home
cleaning service company. The present study aims to find out the consumer satisfaction towards Amul Products
in Krishnagiri town. A samples of 50 respondents selected randomly were studied. The data were collected by
using questionnaire as an instrument. The findings and observations are the result and outcome of the
interpretations made during the study of analysis.

INTRODUCTION
All business firms have realized that marketing is a core element of management philosophy & the key
to its success lies in focusing more & more on the customers. That is it will be the customer who will decide
where the firm is heading thus the challenge before the marketer is to ensure that they should satisfy every
customers. Satisfaction is an important element in the evaluating stage satisfaction refers to the buyers state of
being adequately rewarded in a buying situation for the sacrifices he has made. The customer purchase & use
the product they may then become either satisfy or dissatisfied. The result of satisfaction to customer from the
purchase of the product or services is that more favorable past – purchase attitude, higher purchase intention &
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brand loyalty to be exhibited that the same behavior is likely to be exhibited in a similar purchasing situation.
The term consumer is atypically purchase from a particular store or company. Customers are people who are
happy with the product and services and are willing to come back and pay for it again.

Today the firms aim to give satisfaction to the customers through marketing concepts the firms try o
help the buyers in the solving the problem then competitors the marketers must see that consumers with
purchasing power constitute a potentials buyers are indentified. It is essential for the marketer to carry out the
business in such a way that they give satisfaction to consumers needed when a firm markets a product or service
it should aim to enjoy consumers satisfaction and profit maximization.
The main challenge for marketers is to create the consumer’s loyalty by quality, freshness, odor and
taste. In India, dairy industries has a rapid growing a flourishing in FMCG Product. Marketers are necessary to
know the consumer’s response towards their own brand milk and milk products of its availability, acceptance
and affordability. It is always a superior challenge for the companies to calculate the consumer buying
behaviour towards Amul products. The present study tries to identify the various factors that lending to the
consumers buying behaviour towards Amul product.

REVIEW OF LITERATURE
Heyman M et al. (2006), Lactose intolerance is a clinical syndrome that occurs, when the inability to
digest lactose results in gastrointestinal symptoms. It is estimated that around 70% of the world’s population are
lactose intolerant or deficient.

Rangasamy and Dhaka (2008) undertook a comparative on marketing efficiency of Dairy Products for
Co-operative and Private Dairy Plants in Tamil Nadu. Their study aimed at comparing the marketing of milk
and milk products by dairy plants of co-operative and private sectors in Tamil Nadu. It was found that the
marketing cost for toned milk was same in both the dairy plants, whereas it was higher for other milk in the
cooperative dairy plant. All the dairy products earn more marketing margins in the private than cooperative
dairy plant, except for toned milk. Hence, the marketing efficiency of cooperative dairy plant for all dairy
products has been observed relatively less than that of private dairy plant, except toned milk. The study also
found that value addition in dairy products should be done without compromising the quality and consumer-
oriented market research and development should be accorded greater attention.

Perino A et al. (2009), Lactose malabsorption is a very common condition characterized by intestinal
lactase deficiency. Primary lactose malabsorption is an inherited deficit present in the majority of the world's
population, while secondary hypolactasia can be the consequence of an intestinal disease. The presence of
malabsorbed lactose in the colonic lumen may cause gastrointestinal symptoms. This condition is known as
lactose intolerance. Lactase non-persistence is the ancestral state, whilst two single nucleotide polymorphisms
in the lactase gene have been associated with lactase persistence. These are C/T 13910 and G/A 22018
substitutions. Lactase persistence, this Mendelian dominant trait, only became advantageous after the invention
of agriculture, when milk from domesticated animals became available for adults to drink. Lactase persistence
is then strongly correlated with the diary history of the population. Diagnosis is assessed clinically by
elimination of dietary lactose or, better, by non-invasive tests including hydrogen breath test and genetic test. In
patients with lactase non-persistence, treatment should be considered exclusively if intolerance symptoms are
present. In the absence of guidelines, the common therapeutic approach tends to exclude milk and dairy
products from the diet. However, this strategy may have serious nutritional disadvantages. Several studies have
been carried out to find alternative approaches, such as exogenous beta-galactosidase, yogurt and probiotics for
their bacterial lactase activity, strategies that can prolong contact time between enzyme and substrate delaying
gastrointestinal transit time, and chronic lactose ingestion to enhance colonic adaptation.

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ISSN: 2320-5504, E-ISSN-2347-4793
Rubaina (2010) conducted a research on the customer preference towards dairy products. The study
made an attempt to identify the customer’s preference towards dairy products and to know about the factors
which influence the selection of different brands of dairy products. The study revealed that the company should
make survey to know the expectations of the consumers and produce that product in the manner so as to attract
more customers towards their brand and advertisement can be done through mass media to increase sales and to
educate customers about the product.

Boyce JA et al. (2010), People have lactose intolerance when lactase deficiency and lactose
malabsorption cause digestive symptoms. Most people with lactose intolerance can eat or drink some amount of
lactose without having digestive symptoms. Individuals vary in the amount of lactose they can tolerate. People
sometimes confuse lactose intolerance with a milk allergy. While lactose intolerance is a digestive system
disorder, a milk allergy is a reaction by the body’s immune system to one or more milk proteins. An allergic
reaction to milk can be life threatening even if the person eats or drinks only a small amount of milk or milk
product. A milk allergy most commonly occurs in the first year of life, while lactose intolerance occurs more
often during adolescence or adulthood.

Suchy FJ & Brannon PM et al. (2010), Ensuring that children and adults with lactose intolerance get
enough calcium is important, especially if their intake of milk and milk products is limited. The amount of
calcium a person needs to maintain good health varies by age.

OBJECTIVE OF THE STUDY

METHODOLOGY
A random sampling technique tool was adopted for data collection. Sample size taken in this is 50
consumers. The area of the research will be confined to Krishnagiri town. The various tools use for the data
analysis are: Percentage analysis and Weighted average analysis. Research instrument considering the nature of
study as well as for obtaining correct data from the respondent, data were collected through semi structured
questionnaire. The questionnaire comprises of close ended. Secondary data were collected from different
institution’s website, News papers, Research Papers. This study is made by reviewing the secondary data from
newspaper article and various online journals. Methodology is the systematic, theoretical analysis of the
methods applied to a field of study. The primary data were collected through semi structured questionnaires.
Respondents were the target audience for collecting data in the area of research. Primary data is used in the
study. It is original data for the purpose of collection of primary data, questionnaire were filled by the
respondents. The researcher has used descriptive research design for the study. The primary data were used for
the present study. The required data were collected from the respondents with the help of questionnaire.

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ANALYSIS AND INTERPRETATION
Table 1
Sources of Information
Sources of Information No. of Respondents % of Respondents
Television 29 58.0
Newspaper 10 20.0
Broucher 6 12.0
Display 5 10.0
Total 50 100

The respondents were classified on the basis of their mode of sources; the classification of the
respondents is given in the table. It is inferred from the above table, showing that 58% of the respondents
knowing information through television, 20% of the respondents knowing through news paper 12% of the
respondents knowing through broucher and 10% of the respondents through display.

Table 2
Place of Purchase
Place of Purchase No. of Respondents % of Respondents
Departmental Store 24 48
Retail Shop 16 32
Petty Shop 6 12
Super Market 4 8
Total 50 100

The respondents were classified on the basis of their place of purchase. Place of purchase wise
classification of the respondents is given in the Table. It is observed that 48% of the respondents are buying
Amul product from Departmental store, 32% of the respondents are buying Amul product from Retail shop,
12% of the respondents are buying Amul product from Petty shop and 8% of the respondents are buying Amul
product from Super market.

Table 3
Size of Packet
Size of Packet No. of Respondents % of Respondents
Small Pack 21 42.0
Big Pack 12 24.0
Family Pack 17 34.0
Total 50 100

The size of the packet categorized into four is given in the table. It is observed from the above table.
42% of the respondents are using small size packet, 34% of the respondents are using family size packet, and
24% of the respondents are using big size packet.

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ISSN: 2320-5504, E-ISSN-2347-4793
Table 4
Duration of Purchase
Duration of Purchase No. of Respondents % of Respondents
Daily 22 44.0
Weekly 12 24.0
Monthly 13 26.0
Quarterly 3 6.0
Total 50 100

The respondents were classified on the basis of their purchase duration. They were grouped under four
categorized. The classification of the respondents is given in the table. It is inferred from the above table,
showing that 44% of the respondents are purchasing Amul product daily, 26% of the respondents are
purchasing Amul product on monthly basis, 24% of the respondents are purchasing Amul product weekly and
6% of the respondents are purchasing quarterly.

Table 5
Preference to Buy Amul Product
Preference of Product No. of Respondents % of Respondents
Price Off 19 38
Free Sample 16 32
Discount 15 30
Total 50 100

The respondents were classified on the basis of their preference. They were grouped under three
categories. Classification of the respondents is given in the table. It is inferred from the above table 13 showing
that 38% of the respondents are prefer Amul product due to price off, 32% of the respondents are prefer Amul
product due to free sample and 30% of the respondents are prefer Amul product due to discount.

Table 6
Level of Satisfaction on the Basis of Amul Product
Particular HS S N DS HDS Total WAG Rank
Price 25 15 5 3 2 50 7.07 I
Quality 29 12 4 2 3 50 5.68 II
Available 32 10 3 2 3 50 3.43 III
Package 30 12 5 1 2 50 2.99 IV
Taste 34 7 4 2 3 50 1.79 V
HS - Highly Satisfied; S – Satisfied; N - Neutral; DS - Dis Satisfied; HDS - Highly Dissatisfied; WAG -
Weighted Average

An attempt has been made to analyse the satisfaction towards Amul product. Weighted averages are
used to analyse the satisfaction level. With regard to the level satisfaction towards Amul product ―The price of
Amul product‖ has secured highest value of 707. ‖The quality of Amul product‖ has secured the second place
with the value of 5.68. ‖Available of Amul product‖ has secured the third place with the value of 3.43.
‖Package of Amul product‖ has secured the fourth place with the value of 2.99 and ―Taste of Amul product‖
has considered lastly with the value of 1.79.

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SUGGESTIONS
The analysis, findings and observation during the customer satisfaction survey is the basis for
suggestion. These have been made after considering the percentages. Most of the respondents purchasing Amul
products and better so it should be motivated to buy other product also. The respondents who earn an income of
above Rs. 10001 purchasing Amul product. So it is suggested to provide various offers. With regard to the level
of satisfaction package got IV and Taste got V place so it is suggested to improve their package style. Few of
the respondents satisfied with the taste of Amul product so it should be concentrate on improving their taste by
adding some more Ingredients and Flavours.

CONCLUSION
Consumer satisfaction towards Amul products in Krishnagiri town. So it can be extended to supply rural
area also. From various respondents the researcher has gathered lot of information's among Amul product's
buying behaviour. Amul product already enjoying No.1 position in diary industry, this gives a positive stand to
further strengthen its position. It was concluded that "Amul product is the market leader in diary industry". As
per the study done towards the Amul product the consumption of the Amul products are high when compared to
other products. The buying behaviour is positive which reveals that the buying behaviour of the consumers is
high. The promotional strategies of the product can be improved to increase the sale of the company as much.
Thus the project conclude that the buying behaviour of the consumers are positive, so the product has a good
reach in study area. The above study shows the customer satisfaction by measuring firstly the attitude of joint
families towards Amul products. Thus Amul should establish a campaign to encourage more joint families to
consume Amul products. Secondly the average age of consumers who purchase Amul products is same across
all occupations this Amul has a household product that is a necessity across all occupations thus showing that
Amul products has become a necessity in Indian household thus showing that customers are satisfied with it and
continue to purchase it. The average of consumers of Amul products are in the lower age group thus Amul
should embark on an advertisement campaign which holds these customers as the average age of consumers
who purchase Amul products is same across all occupations. Thus enabling it to retrieve it’s existing customer
base. Thus the study shows that consumers are satisfied with Amul products and other products.

From the above study it can be concluded that the awareness of the Amul products among the selected
respondent is at satisfactory level. Even though some negative responses were obtained from the study. The
company should take necessary steps to remove the negative aspects of the product. The company may improve
their advertisement strategy, should get more dealers, make the availability of the product at all the shops at all
the time. The company should provide the products with high quality and with reasonable price.

REFERENCES
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ISSN: 2320-5504, E-ISSN-2347-4793
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