A study of sales promotion and consumer preference

Presented By:
Sushmita Taru
Prathamesh Jethe


 Mother dairy is the market leader of dairy based food products and Amul is the
major competitors in the market against Mother Dairy.
 Amul is the latest entrant in the highly competitive milk market of Delhi, where
Mother Dairy had an almost monopoly.
 It is important to get an idea regarding Mother & amul Dairy position in Pune.
It would not help Mother dairy to capitalize on existing potential but also to
formulate strategies and to fill the loop holes and gaps to fight the competitive
situation.
Introduction:


 To compare the marketing strategy (sale promotions schemes) of amul
India and mother dairy.
 Toknow the perception of customer towards Amul and mother dairy milk
products.
Objectives:


 Data collection: data is collected from primary and secondary sources.
 Primary sources: The primary data have been collected with the help of
QUESTIONNAIRE prepared specially for the Retailers and customers to be
administered for their responses.
 Secondary Sources : Secondary data is collects from different sources. It
also helps me to get elaborate information to do my research.
 Website of the companies
 Internet
 Newspaper
 Research paper
Research Methodology:


 Comparative Study. The comparative method is often used in the early stages
of the development of a branch of science.
 It can help the researcher to ascend from the initial level of exploratory
case studies to a more advanced level of general theoretical models,
invariances, such as causality or evolution.
Types of Research:


Child
Youth
Men and Women
Patient
Old Person
Population:


 Sample Size of this Research Is Near 10 Lac + Population is Included in
that
 For 10 Lac + Population sample Size is Near 384 Participants.
 Sample Frame:
 Sample frame consist of the list of itemsfrom which the sample can
drawn.
Sample Size & Frame


 Sample technique:
The sample for the present study is selected using CONVENIENCE
SAMPLING technique .
 Data collectionTool:
This study is based on collecting data by using well- connected questionnaire
for consumer from various demographic segments and also data is collected
using secondary sources.
 Analytical Tool:
 Tabular Arrangement, Graphs and percentage analysis, Weighted average are
the main tools used for the purpose of analysis and interpretation.
Sample Techniques:


1.Name of the Respondent : ..................................................................
Age ………………….
a)Below 30 years
b)31-40 years
c)41-50 years
d)Above 50 years
2.Educational Qualification
a) Below 10th Pass
(b) 10+2
C)Graduate
d)Post Graduate
e)Any other
3. Occupation
a)Employment
b)Business
c)professional
d)Any other
4. Monthly Income
(a) Below Rs. 5000 (b) Rs. 5000-Rs. 10,000
(b) Rs. 10,000 - Rs. 15,000 (d) Rs. 15,000 and above
QUESTIONNAIRE

5. Are you aware of the different types of milk product available in market ?
a)Yes (b) No
6. If yes the varieties you know
a)Paneer (b) Milk (c) Ghee (d) Shrikhand
7. Are you aware of the different Dairy brands available in the market?
a) Yes (b) No
8. If yes, the Brands you are aware of :
A) Saras (b) Amul (c) Mother Dairy (d) Lotus
9. How do you aware of the brands ?
a)Word of Mouth (b) Advertisement
(c) Company Sales Persons (d) Agents
(e) Any other
QUESTIONNAIRE


 The research was carried out which proved to the insufficient to tap the
accuracy of the study
 Time factor has been a very big limitation in the research survey like
this.
Limitations:


 I have studied and analyzed the Dairy based Products of Mother & Amul Dairy at Pune
region on different aspects of the markets, retailers & consumers.
 This project Concludes that Mother & Amul Dairy are easily available in various parts
of Pune .
 The distribution channel of theAmul is much stronger in Pune because of its own
outlets & also the availability of their products in most of the retail shops , so the most
important thing Mother dairy has to do, is to improve its availability to retailers &
focus on installing its own outlets in different areas of Pune.
Conclusions:


 Ashok kumar ghosh &keshav lal mahajan-(2005)milkmarketing
channel(shodhganga.inflinet.ac.inbitsreeen/10103/45053/2chapte r
 Niamatulah hayat &hussain khan(quality and cost relationship of milk
products(shodhganga.inflinet.ac.inbitsreeen/10103/45053/ 2chapter)
 Sites:
 www.nddb.org
 www.ssrn.com
 www.google.com
 www.motherdairy.com
Refrences:

A study of sales promotion and consumer preference

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