Review of Literature on Amul Essay






Client satisfaction is a individual's feelings of enjoyment or frustration resulting from contrasting a products perceived overall performance in relation to their expectations'. -Philip Kotler. Buyers are the focusof marketing efforts. The modern marketing concepts rates of speed Out all their real relevance of buying behavior. All the components of marketing combine are highly integrated with one another, in order to produce the advantage and the best satisfaction pertaining to the customer. Popular features of customer satisfaction

A highly satisfied customer is the person who stays loyals longer. You will find 6 basic elements to hold a dedicated customer. You will discover Quality

Reasonable price

Useful delivery

Powerful and cost-effective after sales support

Honor responsibility and

Exceptional customer handling

In the current scenariocompanies are facing tough competition. The consumer have lots of brand to select. In order to survive the competition, the companies have to do a more satisfactory job of that means and rewarding customer requirements than all their competitors. Advantages:

Customer is the king of modern marketing and consequently customer satisfaction becomes an essential part of marketing. Listed here are the advantages of customer satisfaction. * Provides top quality products

2. Products in reasonable price

* Assistance even after the sales is finished

* Holding onto of customers

5. Effective delivery of products


Though customer satisfaction is highly beneficial, it also has its own disadvantages, 2. Over requirement of customers

* Increased competition in the market


1 . It assists the enterprise to understand the customer Psychology about choosing the merchandise so that quickly the product may be positioned. 2 . I

* big t assesses the preference of selecting the Amul product by respondents. a few. The study helps us to learn about the purchasers perception toward Amulproducts and other competing brands. 4. Additionally, it helps to measure the real judgment and way of thinking of customers and aids to satisfy out their particular expectation at a later date in turn which will increases the volume of sales. your five. It helps the research to understand the efficiency of service provided to the clients, so that it can easily create the fundamental for further improvement. 6. It identifies the usage and maintenance system adopted by customers so that it helps the organization to educate the purchasers further for the product use and protection. So that it really creates an effect on consumer perception towards product.


In the year 1946 the first milk union was established. This union was started out with two hundred and fifty liters of milk per day. In the year 1955 AMUL began. In the year 1946 the union was called KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS' UNION. This union selected the rand name name AMUL in 1955. The brand name Amul means " AMULYA”. This phrase derived constitute the Sanskrit word " AMULYA” which means " priceless”. A top quality control qualified in Anand had recommended the brand identity " AMUL”. Amul products have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Dairy products, Amul Chocolates, AmulShrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading foodstuff brand in India. (The total sales is Rs. 6 billion in 2005). Today Amul is a symbol of several things like from the high-quality items sold at reasonable prices, of the genesis of a huge co-operative network, of the triumph of native technology, from the marketing savvy of a farmers' organization. And still have a proven model for dairy development (Generally known as " ANAND PATTERN”). Gujarat Supportive Milk Marketing Federation...