To study on consumer awareness towards all the products of Amul in Ahmedabad city

Abstract

In this study, we know about consumer attitude over Amul products in Ahmedabad city—what factors are considered for the consumption of products, satisfaction from products, and purchasing behavior of respondents by different age groups. Data was collected using structured questionnaires with a sample of consumers, and we gained insights into their familiarity with the quality and taste of Amul’s range of products, price, and preferences regarding some types of products a consumer may want. The importance of Amul over other dairy brand choices formed another discussion point of the study. There was no significant association between age and product consumption, product types purchased, satisfaction levels, or perceptions of pricing (chi-square tests). This indicates Amul is relevant and appealing across a number of demographic segments consistently. However, although Amul's core products are widely known, the study identified opportunities to build awareness of its newer products, especially among younger, health-conscious consumers. The insights also underline the value-for-money proposition of Amul and indicate that the brand could resonate with its consumers through targeted promotions on variety, health-enriching products, and sustainability. Akanksha Sonkar, Research Assistant Further, the results of the study have reflections on Amul’s marketing strategy—enhancing digital connect, expanding health-oriented products, and working towards transparency on sustainability initiatives. To sum up, the blunt notoriety of Amul in Ahmedabad is on account of compelling brand regulatory, yet the brand can more pioneer customer inclusion in quality of customized promoting and innovative advances.