mmohit sharma

8/2/2019 mmohit sharma

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SWAMI SARVANAND INSTITUTE OFMANAGEMENT AND TECHNOLOGY DINANAGAR

A PROJECT REPORT

ONAMUL CHOCOLATES

EFFECTIVENESS OF CHOCOLATE ADVERTISEMENT TOWARDS ITSSALES

SUBMITTED TO:SUBMITTED BY:

MISS AVINASHKAUR

BBA 6TH95312454269


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SIG OF DUIDE................ SIG OFH.O.D.................

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PREFACE

The BBA is well structured and integrated course of business studies. The mainobjective of practical training at BBA level is to develop skill in student bysupplement to the theoretical study of business management in general.Industrial training helps to gain real life knowledge about the industrialenvironment and business practices. The BBA provides student with a

fundamental knowledge of business and organizational functions and activities,as well as an exposure to strategic thinking of management.

In every professional course, training is an important factor. Professors give ustheoretical knowledge of various subjects in the college but we are practicallyexposed of such subjects when we get the training in the organization. It is onlythe training through which I come to know that what an industry is and how itworks. I can learn about various departmental operations being performed in theindustry, which would, in return, help me in the future when I will enter thepractical field.

Training is an integral part of PGDBM and each and every student has to undergothe training for 2 months in a company and then prepare a project report on thesame after the completion of training.

During this whole training I got a lot of experience and came to know aboutthe management practices in real that how it differs from those of theoreticalknowledge and the practically in the real life.

In todays globalize world, where cutthroat competition is prevailing in themarket, theoretical knowledge is not sufficient. Beside this one need to have

practical knowledge, which would help an individual in his/her carrier activitiesand it is true that Experience is best teacher.

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ACKNOWLEDGEMENT

With immense pleasure, I would like to present this project report for KairaDistrict Co-operative Milk Producers Union Ltd., Anand. It has been anenriching experience for me to undergo my summer training at AMUL, whichwould not have possible without the goodwill and support of the people around.As a student of INSTITUTE OF RURAL MANAGEMENT I would like to expressmy sincere thanks too all those who helped me during my practical trainingprogramme.

Words are insufficient to express my gratitude toward Mr. Rahul Kumar, theManaging Director ofAMUL. I would like to give my heartily thanks to Mr. J. K.Joshi, Manager of Administration, who permitted me to get training at AMUL. Iam very thankful to Mr. Pankaj Gadhavi, who helped me at every stepwhenever needed and Mr. G.D.Trivedi who arranged all possible visits for me atAMUL.

As we know research work needs hard work, keen insight and long patience withscholarly vision based on content operation hence it becomes a humble duty toexpress my sincere gratitude to Mr. Dalveer Singh, Production incharge, andMr. H.B Ramgadhia of chocolate plant at MOGAR.

At last but not least my grateful thanks is also extended to Mr. MukeshMandun (Director FMS-IRM Jodhpur) and my thanks to all my faculty membersfor the proper guidance and assistance extended by them. I am also grateful tomy parents, friends, Mr. Kartik Pandya & Mr. Kapil Pandya to encourage &giving me moral support.

However, I accept the sole responsibility for any possible error of omission andwould be extremely grateful to the readers of this project report if they bring suchmistakes to my notice.

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CONTENTS

Sr.No.

Chapter Name Page No.

1. Introduction & History 7

2. Marketing Research 17

3. Research Design 21

4. Limitations 45

5. My Findings 46

6. Suggestions 47

7. Conclusion 48

8. Bibliography 49

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INTRODUCTION AND HISTORY

In the year 1946 the first milk union was established. This union wasstarted with 250 liters of milk per day. In the year 1955 AMUL was established. In

the year 1946 the union was known as KAIRA DISTRICT CO-OPERATIVE MILK

PRODUCERS UNION. This union selected the brand name AMUL in 1955.

The brand name Amul means AMULYA. This word derived form the

Sanskrit word AMULYA which means PRICELESS. A quality control

expert in Anand had suggested the brand name AMUL. Amul products have

been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder,Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice

cream, Nutramul, Amul Milk and Amulya have made Amul a leading food brand in

India. (The total sale is Rs. 6 billion in 2005). Today Amul is a symbol of many

things like of the high-quality products sold at reasonable prices, of the genesis of

a vast co-operative network, of the triumph of indigenous technology, of the

marketing savvy of a farmers' organization. And have a proven model for dairy

development (Generally known as ANAND PATTERN).

In the early 40s, the main sources of earning for the farmers of Kaira

district were farming and selling of milk. That time there was high demand for

milk in Bombay. The main supplier of the milk was Polson dairy limited, which

was a privately owned company and held monopoly over the supply of milk at

Bombay from the Kaira district. This system leads to exploitation of poor and

illiterates farmers by the private traders. The traders used to beside the prices of

milk and the farmers were forced to accept it without uttering a single word.

However, when the exploitation became intolerable, the farmers were

frustrated. They collectively appealed to Sardar Vallabhbhai Patel, who was a

leading activist in the freedom movement. Sardar Patel advised the farmers to

sell the milk on their own by establishing a co-operative union, Instead of

supplying milk to private traders. Sardar Patel sent the farmers to Shri Morarji

Desai in order to gain his co-operation and help. Shri Desai held a meeting at

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Samarkha village near Anand, on 4th January 1946. He advised the farmers to

form a society for collection of the milk.

These village societies would collect the milk themselves and would decide

the prices at which they can sell the milk. The district union was also form to

collect the milk from such village co-operative societies and to sell them. It was

also resolved that the Government should be asked to buy milk from the union.

However, the govt. did not seem to help farmers by any means. It gave the

negative response by turning down the demand for the milk. To respond to this

action of govt., the farmers ofKaira district went on a milk strike. For 15 whole

days not a single drop of milk was sold to the traders. As a result the Bombay

milk scheme was severely affected. The milk commissioner of Bombay then

visited Anand to assess the situation. Having seemed the condition, he decided to

fulfill the farmers demand.

Thus their cooperative unions were forced at the village and district level to

collect and sell milk on a cooperative basis, without the intervention of

Government. Mr. Verghese Kurien showed main interest in establishing union

who was supported by Shri Tribhuvandas Patel who lead the farmers in

forming the Co-operative unions at the village level. The Kaira district milk

producers union was thus established in ANAND and was registered formally on

14th December 1946. Since farmers sold all the milk in Anand through a co-

operative union, it was commonly resolved to sell the milk under the brand name

AMUL.

At the initial stage only 250 liters of milk was collected everyday. But with the

growing awareness of the benefits of the cooperativeness, the collection of milkincreased. Today Amul collect 11 lakhs liters of milk everyday. Since milk was a

perishable commodity it becomes difficult to preserve milk flora longer period.

Besides when the milk was to be collected from the far places, there was a fear of

spoiling of milk. To overcome this problem the union thought out to develop the

chilling unit at various junctions, which would collect the milk and could chill it, so

as to preserve it for a longer period. Thus, today Amul has more than 150

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chilling centers in various villages. Milk is collected from almost 1073

societies.

With the financial help from UNICEF, assistance from the govt. of New

Zealand under the Colombo plan, of Rs. 50 millions for factory to manufacture

milk powder and butter was planned. Dr.Rajendra Prasad, the president ofIndia laid the foundation on November 15, 1954. Shri Pandit Jawaharlal

Nehru, the prime minister of India declared it open at Amul dairy on November

20, 1955.

PEOPLE POWER: AMUL'S SECRET OF SUCCESS

The system succeeded mainly because it provides an assured market at

remunerative prices for producers' milk besides acting as a channel to market the

production enhancement package. What's more, it does not disturb the agro-

system of the farmers. It also enables the consumer an access to high quality

milk and milk products. Contrary to the traditional system, when the profit of the

business was cornered by the middlemen, the system ensured that the profit

goes to the participants for their socio-economic upliftment and common good.

Looking back on the path traversed by Amul, the following features make it a

pattern and model for emulation elsewhere.

Amul has been able to:

Produce an appropriate blend of the policy makers farmers board of

management and the professionals: each group appreciating its rotes and

limitations,

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Bring at the command of the rural milk producers the best of the

technology and harness its fruit for betterment.

Provide a support system to the milk producers without disturbing their

agro-economic systems,

Plough back the profits, by prudent use of men, material and machines, in

the rural sector for the common good and betterment of the member

producers and

Even though, growing with time and on scale, it has remained with the

smallest producer members. In that sense. Amul is an example par

excellence, of an intervention for rural change.

The Union looks after policy formulation, processing and marketing of milk,

provision of technical inputs to enhance milk yield of animals, the artificial

insemination service, veterinary care, better feeds and the like - all through the

village societies. Basically the union and cooperation of people brought Amul into

fame i.e. AMUL (ANAND MILK UNION LIMITED), a name which suggest THE

TASTE OF INDIA.

Plants

First plant is at ANAND, which engaged in the manufacturing of milk, butter,

ghee, milk powder, flavored milk and buttermilk.

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Second plant is at MOGAR, which engaged in manufacturing chocolate,

nutramul, Amul Ganthia and Amul lite.

Third

plant is at

Kanjari,

which

produces

cattelfeed.

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Fourth plant is at Khatraj, which engaged in producing cheese.

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Today, twelve dairies are producing different products under the brand name

Amul. Today Amul dairy is no. 1 dairy in Asia and no. 2 in the world, which is

matter of proud for Gujarat and whole India.

1. RESEARCH PROBLEM

Increase the awareness level ofAMUL CHOCOLATE.

Seek the general perception of consumer towards AMUL CHOCOLATE.

To find the performance ofAMUL CHOCOLATE vis--vis other Brands.

To know the consumer psyche and their behaviour towards AMULCHOCOLATE.

2. RESEARCH OBJECTIVES & related sub objectives

To know the relationship of sales with the advertisement.

To know awareness of people towards Amul chocolates.

To know in which segment chocolates are mostly like/preferred.

To know which advertisement tool is mostly preferred by people.

To know the preference ofAmul chocolates with comparison toOther competitive brands.

To know the factors which affects consumers buying behaviour

to purchase chocolates.

3. Information requirement

First, I had to know about all the competitors present in the chocolate

segment (Reputed and well established brands as well as Local brands).13


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Before going for the survey I had to know the comparative packs and

prices of all the competitors existing in the market.

Since chocolate is a product that attracts children and youngsters hence I

had to trace the market and segment it, which mainly deals with people of

various age groups.

As chocolate is different product, the main information needed is the

various types of chocolates available in the market, their calorific value and

various other facts. They can be termed as :

As Amul chocolate advertisements are mainly done through hoardings buton television the advertisement is being telecasted timely and on theproper time or not.

AMUL CHOCOLATE is made from Sugar, Cocoa Butter, Milk Solids,

Chocolate mass.

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Composition:

Milk Fat 2%

Sugar 55%

Total Fat 32.33% + Cocoa Fat)

Cocoa Solids 7.5%

Milk Solids 20%

4. Choice of research design alternatives & choice

Despite the difficulty of establishing an entirely satisfactory classification system,it is helpful to classify marketing research on the basis of the fundamental

objectives of the research. Consideration of the different types, their applicability,their strengths, and their weakness will help the student to select the type bestsuited to a specific problem.

The two general types of research are:

EXPLORATORY RESEARCH

Exploratory research seeks to discover new relationship, emphasis on discoveryof ideas.

Marketing researches devote a significant portion of their work on exploratorystudies when very little is known about the problem being examined.

CONCLUSIVE RESEARCH

Conclusive studies attempts to determine the frequency with which somethingoccurs or the relationship between two phenomenons. Usually conclusive studiesassume certain under underlying characteristics of the market or have someprecise statement of research questions/hypothesis.

5. RESEARCH INSTRUMENT USED - DETAILS & WHY?

If one wants to know what type of dentifrice people use, what they think of,television commercials, or why they buy particular brands of cars, the naturalprocedure is to ask them. Thus, the questionnaire method has come to be themore widely used of the two data collection method. Many consumers are now

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familiar with the telephone caller who greets them with We are making asurvey, and then proceeds to ask a series of questions. Some interviews areconducted in person, others by telephone, and others by mail. Each of these hasits special advantages and disadvantages and limitations. The questionnairemethod in general, however, has a number of pervasive advantages anddisadvantages. Discussion of particular variations will be more meaningful ifthese characteristics of the general methods are brought out first.

A questionnaire consists of list of questions to be asked from the respondents andthe space provided to record the answer / responses. Questionnaire can be usedfor the personal interviews, focus groups, mails and telephonic interviews. Thechoice among these alternatives is largely determined by the type of informationto be obtained and by the type of respondents from whom it is to be obtained.

The common factor in all varieties of the questionnaire method is this reliance onverbal responses to question, written or oral.

Questionnaire in the project consists of:

Multiple choice questions Dicthomus

MULTIPLE CHOICE QUESTIONS:

Questions of this type offer the respondents an alternative to choose the rightanswer among others. It is faster, time saving and less biased. It also simplifies

the tabulating process.

OPEN END QUESTIONS:

In this type respondents are free to answer in their own words and express theideas they think are relevant, such questions are good as first questions oropening questions. They introduce the subject and obtain general reaction.

DICTHOMUS:

These are the questions which are Boolean in nature. These answers arestraightforward and respondents have to answer them in a straight way. Thatmeans the answer can only be either Yes or No.

6. SAMPLING TECHNIQUE USED & SAMPLE SIZE - WHY?

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Sample design is a definite plan of obtaining some items from the wholepopulation. The sample design used in this project is two state sampling i.e.Cluster and convenience. In the probability sampling methods, each items in thesample is chosen one at a time from a complete list of universe elements. Inmarketing research practice, it will sometimes be more expedient to selectclusters or groups of universe elements, rather than to choose sample items

individually.

Sampling methods in which universe elements are chosen in groups ---- ratherthan individually -- are called cluster-sampling methods. They are widely used inthe sampling of human populations. When no complete universe listing exists, atype of sampling is called area sampling may be the only practically feasible formof probability sampling.

NONDISGUISED, STRUCTURED TECHNIQUES

The non structured techniques for attitude measurement are primarily of value inexploratory studies, where the researcher is looking for the salient attributes ofgiven products and the important factors surrounding purchase decisions as seenby the consumer. Structured techniques can provide a more objectivemeasurement system, one which is more comparable to a scale or a yardstick.The term scaling has been applied to the efforts to measure attitudes objectively,and a number of useful scales have been developed.

SAMPLING METHODS

Sample design is a definite plan of obtaining some items from the wholepopulation. The sample design used in this project is two state sampling i.e.cluster sampling and convenience sampling. The whole city was divided intosome geographical areas and I have chosen Memnagar, Ashram road,Sattelite, Bopal, Bodekdev, Vastrapur, Navrangpura, Usmanpura,Maninagar and Narayanpura. The total sample size was 200.

CLUSTER SAMPLING

Here the whole area is divided into some geographical area and a definitenumber of consumers were to be surveyed.

CONVINIENCE SAMPLING

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This type of sampling is chosen purely on the basis of convenience and accordingto convenience.I visited Garden, Parks, Temple, Superstores, Theatres andGymnasium.

FIELD WORK- METHOD USED FOR DATA COLLECTION

Questionnaire was prepared keeping the objective of research in mind.

Questions were asked to respondents as regards to there willingness topurchase Chocolates.

The help of questionnaires conducted direct interviews, in order to getaccurate information.

In order to get correct information I had to approach consumers rangingfrom 15 yrs to 65 yrs.

I visited as many respondents as I can and asked them their real likingsabout any chocolate and also got an idea, How a chocolate should be?

It is really a Herculean task to understand Consumer Behaviour, as thedefinition suggest, Consumer behaviour is a physical activity as wellas decision process individual engaged in when evaluating,acquiring, using and disposing goods and services.

In order to collect accurate information I visited to Garden, Parks,Temple, Superstores, Theatres and Gymnasium, each and everyquestion was filled personally by the respondents and checked properly.

People were not willing to answer, when they were contacted between 1.00pm to 5.00 pm, the time when most of the people take rest during thescorching heat.

PRIMARY TABULATION & INTERPRETATION

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KIND OF CHOCOLA

92%

8%

branded

nonbrande

[1] What kind of Chocolate do you eat?

Branded 92 %Non branded 08%

INFERENCE

92% respondents in the region of Ahmedabad consume Branded Chocolates,while 8% still consume non branded.

[2] Who uses chocolates in your family?

Children 34 %Teenager 33 %Young 26 %Old 07 %

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CHOCOLATE USERS

0%0%0%0%

34%

33%

26%

7%

Children

Teenager

Young

Old

INFERENCE

Mostly children & teenagers likes chocolates in their families. So we should givestress on children & tenager segment to increase market share. Young peoplealso using chocolates for consuming & for giving as a gift.

[3] What form of Chocolate do you like?

Cookies 14%Bar 60%Wafer 20%Other 06%

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Form of chocolate

14%

60%

20%

6%Cookies

Bar

Wafer

Other

INFERENCE

The above diagram suggest that the most preferred form is bar i.e. 60%, followedby wafer i.e. 20%, Cookies are all time favorites with14% while other forms are preferred to the extent of 6%.

[4] Which Television channel you like to watch most?

STAR 100ZEE 15

SONY 30CARTOON 30Others 25

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T.V.CHANNEL PREFERENCE

100

15

30

3

0

25

0 20 40 60 80 100 120

Star

Zee

Sony

Cartoon

Others

INFERENCE

Mostly people like STAR channel. This channel is very popular among all the agegroup people. SONY & CARTOON channels are also popular but not as STAR. Inother channels sports and news channels are preferred. CARTOON channel isspecially preferred by children. So it will be more beneficial top giveadvertisements on STAR & CARTOON channels, it covers all the age groups.

[5] In between what time you like to watch television?Timings _____________

5 to 8 pm 33 %8 to 11 pm 37 %Late Night 10 %Morning 15 %Afternoon 05 %

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TIMING PREFERENCE

33%

37%

10%

15%5%

5 to 8pm

8 to 11pm

Late night

Morning

After noon

INFERENCE

From the survey it was found that 37% of the respondents likes to watch T.V.after 8 pm to 11 pm. Because Mostly people belong to service class & females inthe families got their work by this time. At 5 to 8 pm 33% respondents in whichespecially children watch cartoon channel & etc. so it is good to advertise onpreferred channels on these timings.

[6] By which media you prefer to watch advertisements?

Television 67 %Hoardings 17 %Newspapers 08 %Magazines 05 %Others (Mention) 03 %

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MEDIA PREFERENCE TO WATCH

ADVERTISEMENT

0%0%0%0%0%

67%

17%

8%5%3%

Television

Hoardings

Newspapers

Megazines

Others

INFERENCE

Mostly people like to watch an advertisement through Television because most ofthem belongs to service class. Children are getting attracted throughadvertisement on television and hoardings. Company tries to give attractiveadvertisement through T.V. and hoardings because advertisement through

hoardings is less costly.

[7] What factors effects you in a chocolate advertisement?

Brand ambassador 60Jingles 30Comedy 45Music 40

Emotions 20Others (Mention) 05

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EFFECTIVE FACTORS

0

10

20

30

40

50

60

70

Brand

amb

assa

dor

Jingle

s

Come

dy

Music

Emotion

s

Othe

rs

INFERENCE

Good Brand Ambassador generally effects peoples perception towards a productand create an image in their mind. Mostly people likes to see celebrities likeAmitabh Bacchan, Sachin Tendulkar, M.S.Dhoni, Saniya Mirza etc. as a BrabdAmbassador in chocolate advertisements.At the same time people like comedy,

slow music & specially children like jingles in advertisements.

[8] Have you ever tasted Amul Chocolate?

Yes 90 %No 10 %

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Ever Tasted

90%

10%

Yes

No

INFERENCE

The chart shows that 90% respondents have tasted Amul Chocolate, while still10% have not tried Amul Chocolates.Amul must use proper techniques in order to cater the needs of every common

man.

[9] Can you recall AMUL Chocolate advertisement?

Yes 32 % No 68 %

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Advertising Effectiveness

32%

68%

Yes

No

INFERENCE

Here it was observed that only 32% respondents in the city of Ahmedabad wereable to recall Amul Chocolate advertisement. This shows how much Amul lagsbehind in promotional activities and advertisement. Therefore Amul must usestrong promotional activities and advertisement in order to retain their potential

consumers.

[10] Which Chocolate do you like most?

Nestle 28%Cadbury 58%Amul 13%

Any other 01%

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Market share

28%

58%

13% 1%Nestle

Cadbury

Amul

Any other

INFERENCE

We can clearly gauge from the pie chart that Cadbury being on the top slot with58% market share dominates the chocolate market, followed by Nestle with 28%share, whereas Amul have only 13% market share and thus lags behind.

[11] What is the frequency of purchasing Chocolate?

Daily 17 %Weekly 22 %Fortnightly 13 %Occasionally 48 %

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INFERENCE

The frequency of chocolate differ a lot where 17% respondents buy it daily, 22%weekly, 13% fortnightly, and there is a Hugh chunk of people who buy chocolateoccasionally.

[12] How do you scale your Chocolate?

ATTRIBUTE POOR AVERAGE GOOD EXCELLENT

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Frequency ofpurchase

17%

22%

13%

48%

Daily

Weekly

Fortnightly

Occasionally


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PRICE 48% 22% 23% 07%

SWEETNESS 20% 14% 20% 46%

PACKAGING 33% 18% 12% 37%

SOFTNESS 12% 16% 23% 49%

SCHEMES 37% 13% 17% 33%

AVAILABILITY 12% 15% 23% 50%

LIMITATIONS

Limited time available for interviewing the respondents. As a result of this itwas not possible to gather full information about the respondents.

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When I interviewed children and teenagers, sometimes they use togive answers under the influence of their parents or elders.

As summer training is going under summer season so sometimes

people are less interested in filling up questionnaire.

Sometimes the problem which I face is language problem for which I haveto make them understand.

Non-cooperative approach and rude behavior of the respondents.

If the respondents answer does not falls between amongst the optionsgiven then it will turn up to be a biased answer.

MY FINDINGS

During the survey it was found that still there are 10% people who

have not tasted Amul Chocolate.

Lake of Awareness in consumers. Many people are not know about Amulchocolates specially children and teenagers.

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As I found that the main product of Amul is Milk and company firstlywants to capture maximum market share in milk market which is approx.66%, after it Amul is concentrating upon butter & cheese which has marketshare of approx. 88%, so it is not concentrating upon chocolates.

When I interviewed people then many of the people can not recall Amul

chocolate advertisement. It shows Lake of Advertisement oradvertisement is not timely given or advertisement is not given onright time.

In its advertisement is not using any brand ambassador which attractsall age group people like Cadbury.

There is lake ofSales Promotional Activities i.e. free tattoo, extraweight, toys, quiz contest etc.

Cadbury is main competitor and strategically better performer then Amul.

I find the main thing is that Amul brand name has very good image inconsumers mind and they consider it as Pure & Good Product.

People who have tasted Amul Chocolate are not ready to purchase thesame again.

SUGGESTIONS

In order to maintain and increase the sales in the city ofAhmedabad, thefollowing recommendations regarding Amul Chocolates; particularlyregarding advertisement, distribution, promotional policies, etc, are herebysuggested:

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First and foremost Amul should take proper action in order to improveservice, because although being on a top slot in Butter and milk supplies itdoes not get the sales in chocolate, which it should get.

Company should use brand ambassador which attracts each age segmenti.e. Saniya Mirza, Shaktimaan, Amitabh Bacchan, Superman, Krrish, Jadooetc.

Amul should give local advertisements apart from the advertisements givenat the national level. Local advertisement must mention the exclusive Amulshops of the city.

Try and change the perception of the people through word of mouthabout Amul in advertisements, because they are the best source to reachChildren and families.

Though Amul chocolate advertisements are rarely shown on television yetmany people could recall it as per the data of research. It shows that thereis only need to give advertisement only to rememorize customers. BecauseAmul is very strong brand name.

Company should launch chocolate in new attractive packing to changeimage of Amul chocolate in consumers mind.

Company should introduce sales promotion schemes like free weight,

pranky, tattoo, contest, free gifts etc.

Advertisement can be done with the help of animations that attractschildren and teenagers because chocolates are consumed largely in thissegment.

Company should launch chocolates in new flavors like

Mix FruitPineappleElaichiCoffeeStrawberry

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BananaMango

CONCLUSION

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As we know that Amul is very big organization and market leader indairy products. It has maximum market share in Milk, Butter and Cheese, whichare its main/core products. As we know Amul is a co-operative organisaion butchocolate industry is a profitable industry we cant ignore it. With the help ofresearch, company can find out its week points in chocolate product and canincrease its market share through rectify mistakes. People have believed inAmuls product and they will accept its chocolates also if effective actions were

taken.

The survey resulted into following conclusions :

Amul must come up with new promotional activities such that people

become aware about Amul Chocolates like Chocozoo, Bindaaz, and

Fundoo.

Quality is the dominating aspect which influences consumer to purchase

Amul product, but prompt availability of other chocolate brands and

aggressive promotional activities by others influences the consumer

towards them and also leads to increase sales.

In comparison to Amul Chocolate, the other players such as Cadbury,

Nestle, and Perfetti provide a better availability and give competition

to the hilt.

People are mostly satisfied with the overall quality of Amul Chocolate, but

for the existence in the local market Amul must use aggressive selling

techniques.

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BIBLIOGRAPHY

1. www.amul.com

2. www.amuldairy.com

3. www.google.com

4. www.marketresearch.com

5. www.dairy.com

6. Research Methodology. ( Harper W.Boyd, C. R. Kothari )

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http://www.webexhibits.org/http://www.google.com/http://www.marketresearch.com/http://www.webexhibits.org/http://www.google.com/http://www.marketresearch.com/


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QUESTIONNAIRE

I am a student of BBA from SWAMI SARVANAND INSTITUTE OFMANAGEMENT AND TECHNOLOGY DINANAGAR conducting a survey onEffectiveness of advertising towards sales of Chocolates.

[1] What kind of Chocolate do you eat?Branded ______ Non-branded ______

[2] Who uses chocolates in your family?

Children Teenager Young Old

[3] What form of Chocolate do you like?Cookies _____ Bar _____

Wafer _____ Other _____

[4] Which Television channel you like to watch most?

STAR _______ ZEE ________SONY _______ CARTOON ________Others _______

[5] In between what time you like to watch television?

Timings _____________

[6] By which media you prefer to watch advertisements?

Television HoardingsNewspapers MagazinesOthers (Mention)

[7] Which advertisement you like the most?

_______________

[8] What factors effects you in a chocolate advertisement?

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Brand ambassador _______ Jingles ________Comedy _______ Music ________Others (Mention) _______

[9] Have you ever tasted Amul Chocolate?Yes _____ No ______

[10] Can you recall AMUL Chocolate advertisement?Yes ____ No ____

[11] What is the frequency of purchasing Chocolate?Daily ______ Weekly _______ Fortnightly ______ Occasionally _______

[12] How do you scale your Chocolate?

ATTRIBUTE POOR AVERAGE GOOD EXCELLENT

PRICE

SWEETNESS

PACKAGING

SOFTNESS

SCHEMES

AVAILABILITY

[13] Which Chocolate do you like most?AMUL ____________CADBURY ____________

NESTLE ____________PERFETTI ____________OTHERS ____________

[14] What would you like to see in a chocolate advertisement?

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NAME: ___________

AGE: ___________

10-15 15-25 25-35 35-45 45 andabove

THANK YOU___________________________________________

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mmohit sharma