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Introduction To The Title: Consumer Preference-For The Launch of New Product "Kheer"

This document discusses conducting a consumer survey in Ahmedabad to assess preferences for launching a new milk-based dessert product called "Kheer" under the Amul brand. The survey found that most consumers eat Kheer once a month and would prefer it if launched by Amul. Retailers were the preferred purchase location and new flavors like elaichi and cherry were of interest. The suggestions were to launch the product with the new flavors, target all customer classes, collaborate with retailers, and promote the product well after an initial low introductory price period.

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Sunil Pillai
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56 views15 pages

Introduction To The Title: Consumer Preference-For The Launch of New Product "Kheer"

This document discusses conducting a consumer survey in Ahmedabad to assess preferences for launching a new milk-based dessert product called "Kheer" under the Amul brand. The survey found that most consumers eat Kheer once a month and would prefer it if launched by Amul. Retailers were the preferred purchase location and new flavors like elaichi and cherry were of interest. The suggestions were to launch the product with the new flavors, target all customer classes, collaborate with retailers, and promote the product well after an initial low introductory price period.

Uploaded by

Sunil Pillai
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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INTRODUCTION TO THE

TITLE
CONSUMER PREFERENCE-FOR THE
LAUNCH OF NEW PRODUCT “KHEER”
RATIONALE OF THE STUDY

• AMUL is already in the milk business and this product-


Kheer will boost the profits of the company.

• Moreover the cost of making Kheer will not be more as it


is also a milk-based product.

• Kheer represents our culture & its an innovative product


for Amul.
OBJECTIVES OF THE STUDY
• To know the consumers view about the
new product.
• To aware the consumers about the new
product.
• To maximize the organizations sales by
effective product launch strategy.
• To collect the information about the
Methods & Sources of Sales &
Distribution.
EXPECTED CONTRIBUTION
• This product will increase the company’s profits to a
great extent.
• There are very few companies giving this product to the
consumers so this product can contribute to cover a
good market share in its segment.
• Management students & Researchers would be
benefited by this project.
• Even consumers would be benefited by Kheers’ survey
as they can suggest their preferred taste & packing.
RESEARCH METHODOLOGY
a) Type of research:
Exploratory Research

Method of search:
Primary search - Direct interview & Questionnaire.
Secondary search - Newspapers, Journals & World
Wide Web.
b)Sources of data:
Data was collected from the respondents

through
survey & the instrument was questionnaire.
c) Instruments for data collection:

Instrument used was Questionnaire. We asked 10


questions & even asked people to rate AMULS’
products on attributes such as Taste, Quality, Price,
Availability & Packing.

d) Time taken & statistical tools used for analysis:

Time: 3 weeks for survey & 4 weeks for data analysis &
report making.
Statistical tools: We used graphs & pie-charts to represent
our data.
e) Sampling plan:

People coming from all the classes of the society.

Area selected: Ahmedabad

Sample size – 300

Sampling was done randomly i.e. Stratified Random Sampling.


LIMITATIONS
• There were only 300 samples so it was difficult
to know the exact view of the people.

• We conducted survey in public places,


multiplexes, restaurant, & also in Amul parlours.
Sometimes people got irritated in answering our
questionnaire as their time was wasted.
• Kheer is already launched by other
companies, so there were some
customers who have tasted it before &
gave negative feedback about Kheer.

• During survey people asked for free


samples which we were not able to
provide.
FINDINGS
• Most of the consumers said they consume
Kheer once a month (48%), only few said they
never consume Kheer (11%).

• There are some customers who have already


tasted ready-made Kheer, launched by “MTR
Company” & they would prefer it more if
launched by Amul.
• 60% people prefer retailers for purchasing ready-made
Kheer.

• 70% said they would not like to have sugar-free Kheer.

• The most preferred packing was 250gm, followed by


500gm

• Consumers gave preference for new flavors like Elaichi


& Cherry.
SUGGESTIONS

• Company must produce Kheer with suggested flavors.

• Company should target all the classes of customers for


this new product.

• As most of the people prefer to have Kheer from Retailers,


Amul can go for collaboration with Retailers.

• The dairy industry is now saturated, so it has become


essential for Amul to go for new products.
• After launching this product in few areas,
company must launch it all over the state after
few months.

• During initial stage of launching, Kheer should


be provided at low rate so that people are
attracted to buy & taste it.

• Company must do better promotion of this


product.
THANK YOU
HAVE A GREAT DAY AHEAD

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