This study shows the perception of the retilers and the consumers towards these two dairy brands: Amul and Metro Dairy (Keventer Agro) and also shows the marketing mix of these two dairy brands. the study area of the sudy is Kolkata, West Bengal, India

1. A STUDY ON CONSUMER PERCEPTION
BETWEEN AMUL & METRO DAIRY
Hemon Dey, Mba, 4th Sem
Roll No: PG/01/MBA/2017/011
Reg. No: AU/2017/01/0001511

2. Amul (Anand Milk Union Limited)
In1955, Amul was established
The brand name Amul derived from the Sanskrit word “Amulya, means valuable
Amul is a symbol of the high quality products sold at reasonable prices, the
genesis of a vast cooperative network
Amul products are: ghee, butter, milk, chocolate, ice-cream, cheese etc

3. Mother Dairy (Keventer Agro Ltd.)
Metro Dairy was set up in 1996 as a joint sector dairy project of the National
Dairy Development Board (NDDB) & Govt. of West Bengal
100% owned subsidiary of Keventer Agro Ltd.
Their focus is providing its customers with quality food products resulting in
uniform product composition and a better shelf life
They process & produce 3 lakhs litres of milk/day in pouches & 30,000 litres of
ice cream/day (including Barasat & Malda plant)

4. Objective of the Study
Understand the
perception of the
retailers & the customers
towards the dairy brands
Identify about the
marketing mix of the
products of these to
company.

5. Methodology of the Study
Data Sources
Primary
Secondary
Sample Size
Customer -
85
Retailer - 35
Sample
Technique
Convenience
Technique
Study Area
24 Pargana
(N)

6. Result & Interpretation
Stocked Dairy Brands
59%
41%
Amul Metro Dairy

7. Promotional Activities of Dairy Brands
77%
2%
21%
AMUL
85%
5%
10%
Metro Dairy

8. Most Preferable Dairy Brands
69%
10% 7% 5%
9%
AMUL
72%
15% 13%
Milk Ice cream Dahi
(Curd)
Metro Dairy

9. Most Profitable Dairy Brands
72%
28%
Amul Metro Dairy

10. Most Demanded Milk Brand
55%
45%
Amul Metro Dairy

11. Conclusion
• The distribution channel of the Metro Dairy is much stronger
than Amul. So in this area the most available milk brand is Metro
Dairy but in terms of other products Amul captured the overall
market.
• The packing of the Metro Dairy products should be more
attractive as compared to AMUL, because during survey it was
observed that packing attracts many customers.
• The customers mostly prefer AMUL’s products than Metro Dairy
due to its brand image.