Research Methodology PDF

. Research methodology PGDM – 6 NAME UID No. Monika Jaiswal 2024-2206-0001-0020 Khushi Thakur 2024-2805-0001-0006 Kumari Khushi 2024-1507-0001-0004 Kush Chandani 2024-...

. Research methodology PGDM – 6 NAME UID No. Monika Jaiswal 2024-2206-0001-0020 Khushi Thakur 2024-2805-0001-0006 Kumari Khushi 2024-1507-0001-0004 Kush Chandani 2024-2206-0001-0009 Khushali Jain 2024-2605-0001-0067 Jyoti Chauhan 2024-2605-0001-0035 Group – 4  Introduction Amul Chocolate is a well-known Indian chocolate brand that is produced by the Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF). Established over 70 years ago, Amul has built up a substantial range of delectable chocolate items including bars, gift boxes, and seasonal chocolate. Amul Chocolates are known for their high-quality ingredients, unique flavours, and competitive pricing which are suited to the Indian consumer. Market Size of Amul Chocolate Amul Chocolate has a strong share of the Indian chocolate market, which is estimated to be approximately ₹14,000 crores ($1.8 billion USD) with Amul Chocolate holding an estimated share of 10-12%. This market is expected to grow with the growing demand for niche and premium chocolate products. CAGR of Amul Chocolate Amul Chocolate has a CAGR of 12-15% per annum, indicating a strong product development and growing popularity among the Indian consumer. This is due to Amul Chocolate's strong brand equity, great distribution, and affordability. 5’Cs ANALYSIS: - Company Amul, a cooperative corporation in the Indian dairy industry, has a profound brand development in chocolate. Given its existing brand endorsement and the existing distribution structure, it can establish a differentiated brand in the Indian chocolate market. Customers Primary target consumers of Amul Chocolate include children and families who are typically price sensitive and more likely to react impulsively to a chocolate brand that appeals to them based on packaging, advertising, and promotional offers. The brand not only promises quality and taste, but also nostalgia value that is inherent as the Amul brand has been around for several decades. Competitors Cadbury, Nestle and Hershey's are well-established brands in the Indian chocolate marketplace and pose a significant challenge for Amul Chocolate to compete against with innovative products and existing marketing strategies including strategic partnerships with franchise counselling. Collaborators The success of Amul Chocolate can be attributed to more than its distribution capabilities, as it must rely on retail partners and marketing collaborations. The safety and quality of Amul Chocolate also rely heavily on supplier partnerships for grade cocoa and other ingredient assurances. Context The chocolate market in India is subject to the dynamics of socio-economic, technological and cultural factors, especially among youth who are driving demand for premium products. To remain price-competitive, Amul Chocolate will need to address various layers of complexity, including concerns around food safety, advertising standards and health-oriented consumer behaviour. Amul Chocolate can leverage the 5Cs (company, customers, collaborators, competitors and context) to tackle challenges stemming from these complex dynamics and maintain their competitive positioning. PESTLE Analysis*: - Political: Food safety regulations, import duties, political stability. - Economic: Rising incomes, inflation, exchange rate effects. - Social: Health trends, cultural significance, premium preferences. - Technological: Advanced packaging, processing innovations, digital marketing. - Legal: Food laws, trademark protection, environmental compliance. - Environmental: Sustainable sourcing, packaging waste, production impact. *SWOT Analysis*: - Strengths: Strong brand, extensive distribution, affordability. - Weaknesses: Limited premium presence, domestic focus, narrow variety. - Opportunities: Premium and healthy options, e-commerce growth. - Threats: Intense competition, raw material costs, shifting preferences. - MANAGEMENT OBJECTIVES- To determine factors influencing consumer buying behaviour for Milk chocolates. RESEARCH OBJECTIVES: - P/O Objectives Weightage Information Need Quality Rating 20% Consumer perceptions of product quality Willingness 15% Customer willingness to purchase and repurchase Influencing Preference 15% Factors influencing consumer preferences Brand Name 10% Brand reputation and awareness Likelihood Of Recommendation 10% Likelihood of consumers recommending Purchase Locations 10% Purchase from supermarket, with minimal online purchases. Pricing Comparison 10% Pricing strategies and comparisons Consumers Recommending 10% Consumer recommendations and word-of-mouth marketing Current Form Versus New 5% Effectiveness of current products versus new Variations variations Perceived Quality 5% Perceived quality and overall satisfaction R.O-1: To Understand consumer perceptions of recent changes in quality or taste. R.O-2: To Determine how often consumers consume Amul milk chocolate. R.O-3: To Identify the primary factors influencing preference for milk chocolate. R.O-4: To Gauge the impact of the Amul brand name on purchase decisions. R.O-5: To Assess the likelihood of consumers trying other Amul products. R.O-6: To Identify where consumers typically purchase Amul milk chocolate. R.O-7: To Compare the pricing of Amul milk chocolate with other brands. R.O-8: To Measure the likelihood of consumers recommending Amul milk chocolate. R.O-9: To Determine consumer preference for the current form versus new variations. R.O-10: To Evaluate the perceived quality of Amul milk chocolate. RESEARCH DESIGN: - It is Descriptive Research. Research design is defined as a framework of methods and techniques chosen by a researcher to combine various components of research in a reasonably logical manner so that the research problem is efficiently handled. It provides insights about “how” to conduct research using a particular methodology. Every researcher has a list of research questions which need to be assessed – this can be done with research design. Sampling Plan A sample design is a framework to guide the survey sample selection and other aspects of the survey. It requires specifications of a sampling frame that is representative of the population of interest, which may be the same or a subset of that population and may create problems of under coverage or indirect relationships in order to elicit the information desired from the survey. Non-Probability Sampling Non-probability sampling is a sampling technique where the samples are gathered in a process that does not give all the individuals in the population equal chances of being selected. Convenience Sampling Convenience sampling is probably the most common of all sampling techniques. With convenience sampling, the samples are selected because they are accessible to the researcher. Subjects are chosen simply because they are easy to recruit. This technique is considered easiest, cheapest and least time consuming. Source of Data Primary data The researcher has collected the data through Questionnaire and with the customer. Data collection method Personal survey method will be used Through Structured Questionnaire. Sampling Method Non-Probability Convenience Method Sample size - Minimum 100 Samples should be collected for the purpose of study. LITERATURE REVIEW: - “Amul chocolates appeal to middle-class consumers seeking quality and affordability. Nostalgic value and health-conscious variants with higher cocoa and lower sugar expand its audience (Rao, 2021; Bhatnagar, 2022).” “Amul competes with Cadbury and Nestle, leveraging affordability and brand loyalty, especially in rural areas. Cadbury leads in urban markets with premium products (Verma, 2021; Singh, 2022).” “Attractive packaging and effective advertising significantly shape consumer perceptions and choices, driving preferences and purchase decisions (Keller & Lehmann, 2019; Brown & Green, 2021).” “Pricing strategies like discounts affect consumer choices, while income levels impact spending on premium chocolates. Economic downturns may reduce spending on luxury items (Rao & Monroe, 2018; Nelson & Parks, 2020; Fischer & Meyer, 2021).” “Cultural factors, including regional tastes and norms, influence chocolate preferences, reflecting traditions. Ethical and sustainability concerns also shape consumer behaviour (Jones & Smith, 2021; Smith & Johnson, 2016; Lewis & Thompson, 2023).” “Social factors like peer influence and social media trends significantly impact purchasing decisions. Recommendations from friends and family, as well as online trends, sway preferences (Henderson & Lee, 2017).” “Milk chocolates' texture and flavour drive consumer preferences. Emotional associations with comfort and reward, along with brand loyalty, also strongly influence purchasing decisions (Kamp, 2015; Wang & Li, 2019; Bansal & Kumar, 2018).” “Bhat and Singh (2021) attribute Amul Milk Chocolate's success to premium milk and support for local farmers. Patel (2019) highlights its balanced quality and affordability.” “Amul Milk Chocolate’s rich taste and smooth texture match Indian preferences for milk-based chocolates. Sharma (2020) notes its strong market presence due to consistent quality and effective marketing.” “Gupta and Kumar (2021) highlight Amul’s witty, localized ads and “Utterly Butterly Delicious” tagline for chocolates, while Desai (2022) notes its expansive distribution network’s role.” PLAN OF ACTION: - To increase the consumption of Amul chocolate, conduct market research to understand consumer preference and what competitors are doing. Differentiate Amul with a unique selling proposition, and consider repositioning the brand. Employ digital marketing strategies, improve visibility in stores, develop distribution, and engage more with consumers through loyalty and partnership initiatives. Provide promotional offers, and continuously monitor progress. REFERENCES  Amul Official Website https://amul.com/  A Study on Consumer Behaviour Towards Amul Chocolate Authors: U. Swapna and P. Dhanalakshmi Published in: International Journal of Business and Management Invention, 2017  A study to analyse the impact of price and service quality on purchase intention of retailers of Amul Chocolates Shivani Chilhate1, MBA Student, BSSS Institute of Advanced Studies (BSSS-IAS) Amit Kumar Nag2, Professor, BSSS Institute of Advanced Studies (BSSS- IAS)  Reasons for the Success Story of Amul: An Empirical Study of Customers' Opinions Authors Harikumar Pallathadka Manipur International University, Imphal, Manipur, INDIA. Laxmi Kirana Pallathadka Manipur International University, Imphal, Manipur, INDIA. Shoraisam Kiranbala Devi Manipur International University, Imphal, Manipur, INDIA. Shoraisam Kiran Singh Manipur International University, Imphal, Manipur, INDIA.   A STUDY ON THE CONSUMER PERCEPTION OF THE ADVERTISING STRATEGIES OF AMUL AVITA JACKSON, CINDRELLA KC, DEEPTHI JAYAPRAKASH  Effects of conching time and ingredients on preference of milk chocolate M Prawira, SA Barringer Journal of Food Processing and Preservation 33 (5), 571-589, 2009  Influence of milk components on properties and consumer acceptance of milk chocolate Siegfried Bolenz, Thomas Thiessenhusen, Rita Schäpe European Food Research and Technology 216, 28-33, 2003  A study to analyze the impact of price and service quality on purchase intention of retailers of Amul Chocolates Shivani Chilhate, Amit Kumar Nag  Attitude and consumption patterns of the Indian chocolate consumer: An exploratory study Deepak Chawla, Neena Sondhi Global Business Review 17 (6), 1412-1426, 2016  Factors Influencing Customer′ s Purchase Decision towards AMUL′ s Camel Milk in India Nitish Kumar Singh, Harishchandra Singh Rathod, MV Alagawadi, Mohan Bailpattar, Ajay Daimari, Kiran Kumar, Shruta Patil Academy of Marketing Studies Journal 27 (6), 2023 Focus Group Discussion 1 Introduction Khushali - Hello, I am Khushali Jain and I am conducting an F.G.D. on factors affecting consumer buying behavior on milk chocolate. First of all, everybody will introduce themselves. Simone - Hello, this is Simone and I am from Thane Maharashtra. Sudha - Hello, this is Sudha Chaudhry and I am from West Bengal. Pallavi - I am Pallavi from Prayagraj, Uttar Pradesh. Shreya - I am Shreya Singh from Deoria, Uttar Pradesh. Khushali - So, the first question will be, what type of milk chocolate do you prefer? Simone - Personally, I prefer dark chocolates because I don't go for the sweet ones which contains more of a sugar content. Sudha- I prefer dark chocolate. Pallavi- I love chocolates. It doesn't matter if it's dark or white. I just love to eat it. Shreya - I generally prefer milk chocolate that has a rich creamy texture and a balanced sweetness. Khushali - So, what is your favorite brand of milk chocolate? Simone - I always go for a mulled milk chocolate. It's affordable, locally made and has a good balance of milk and cocoa. It's not too rich, making it perfect for everyday snacking. Sudha - I love galaxy milk chocolate. The texture is incredibly smooth and milk perfectly in my mind. Pallavi- So for me, Nestle Milky Bar is the best. It is lighter and less intense compared to other milk chocolate, which I like. It is a bit sweeter but that's what I enjoy about it. Shreya - My favorite brand is Cadbury Dairy Milk. It's creamy, smooth and not too sweet. I've been eating it since childhood and it always brings back good memories. Khushali - What factors influence your preference for milk chocolate? Simone - The sweetness level is important. I don't like chocolate that is too bitter. Sudha - The packaging mattered too much if it is attractive. Pallavi - I like chocolates that have a smooth texture and a great satisfying taste. Shreya- I usually buy based on price and availability. Khushali - How frequently do you consume Amul milk chocolate? Simone - I rarely buy it maybe once every few months. Sudha - I consume it almost weekly especially when I snack at work. Pallavi - Maybe once every couple of months when I feel like having something sweet. Shreya- I buy it once or twice a month. Khushali - Have you noticed any changes in the taste or quality of Amul milk chocolate recently? If so, what are these changes and how have they affected your satisfaction with the product? Simone- Yes, I feel the chocolate is less creamy than before. It used to have a richer smoother texture which I really liked. Now it feels a bit more granule. This has made me less satisfied although I still buy it. Sudha - I actually think the chocolate tastes richer now. There might have been improvement in the formulation but it definitely seemed creamier than before. Pallavi - I don't consume it frequently enough to notice any changes. I buy it once every few months so any subtle changes might not be noticeable to me. Shreya- I haven't noticed any significant changes. The taste seems consistent with what I remember from a year ago. For me, it has always been a dependable choice. Khushali - How does the Amul brand name affect your decision to buy its milk chocolate? Do you think the brand's reputation in other products influence your choice? Simone - The Amul brand definitely influences my decision, their reputation for quality, dairy products gives me confidence in their chocolate. Sudha - Yes, the brand name is important, I see Amul as a reliable brand so I am more inclined to buy it product compared to an unknown brand. Pallavi - The brand name plays a vital role but I also consider the product's taste and price, Amul's reputation for quality adds and extra layers of trust. Shreya - The brand name is somewhat important but I focus more on taste and price. If Amul chocolate wasn't good, I wouldn't buy it just because of the brand. Khushali - After trying Amul milk chocolate, are you inclined to try other products from Amul? What factors influence your willingness to try more of their products? Pallavi - Since I have had positive experience with Amul milk chocolate, I am open to trying other Amul products. I have already used their butter and cheese and the quality of the chocolate makes me more interested in exploring other items they offer. Sudha - I have tried several Amul dairy products and like them, given my positive experience with their milk chocolate, I would like to try other products especially if they maintain similar quality. Simone - I haven't explored many other Amul products but I am open to it if they are similar in quality to their milk chocolate. My good experience with the chocolate makes me more willing to try their other offerings. Shreya – I am open to try other amul products but it depends on what offer the quality of their chocolate makes me consider to explore from Amul if it is in a dairy category. Khushali - While buying a milk chocolate do you consider its ingredients? Pallavi - yes obviously because i'm a gym freak though i definitely look up the ingredients while buying chocolates Simone - For me it doesn't matter but sometimes i check for the artificial ingredients Shreya - I only look for the chocolate not for the ingredients Sudha - Yeah sometime i check ingredients. Khushali - From where do you usually buy milk chocolate? Simone- Sometimes i consider buying it online sometimes i go to local shops as well but mostly i when i buy in bulk i go for Dmarts or supermarkets Pallavi- i don't have trust on online stores so i usually prefer buying chocolates from supermarkets or local shops. Shreya - As like Pallavi said i also don't believe on online store so i prefer on local store. Sudha - I prefer both online and offline. Khushali - Likely are you to recommend a mole milk chocolate to others and what would be the main reasons or reservations for your recommendation? Pallavi - definitely recommend it due to its consistent quality and reasonable price. The only reservation might be if someone prefers a different type of chocolate. Simone - I often recommend it to friends who are looking for a reliable good quality chocolate at a decent price. My only concern would be if they have very specific taste preferences. Sudha - I do recommend it based on its quality and value however if someone is a fan of more innovative order, diverse chocolate flavor I might suggest trying other brands. Shreya - I would recommend it to people who enjoy classic milk chocolate. If someone is looking for something more exotic or government I might suggest alternative. Khushali - Do you think you are loyal to the brand you are currently using? Simone - No I change my preferences according to the price and what I crave for. Pallavi - Talking about chocolate I often change my chocolates like after 1 or 2 months if I get same benefits or some extra benefits in other chocolates. Sudha - I also change my taste and preference according to my. Shreya - I prefer with low price and same ingredients. Khushali - Would you prefer Amol to stick with its current milk chocolate formula or would you be open to new variations? How would new flavors or forms influence your buying decision? Simone - Yes I would be open for new changes in the Amol chocolate if they bring variations for the flavors or they include fruit and nut as well as I like the fruit and nut version. Pallavi - Obviously just now I said that I am open to changes though I will definitely. Sudha - No, I will stick to the same chocolate that I am currently consuming. Shreya - As Pallavi said, I will also try the new products. Khushali - How does Amul milk chocolate pricing compare with other brands and how does this affect your decision to purchase it? Pallavi - is competitively priced compared to premium brands. It's a good value for money which is why I keep buying it and I think I will keep buying it in future also. Sudha - Affordable compared to imported chocolates, I feel like I am getting good value without paying a premium. Simone - According to me, Amul's pricing is fair and makes it accessible. I would be hesitant to buy it if it were significantly more expensive. Shreya - Amul is priced reasonably which is major factor in my purchase decision. I find it to be a good balance between cost and quality. Khushali - According to you all, What chocolate industry should add in their ingredients to enhance the preference taste and texture in their chocolates ? Pallavi - To enhance the taste of chocolate, I think adding a hint of sea salt could really elevate the flavor profile. Sea salt complements the sweetness of chocolate and enhances its richness. Additionally, incorporating more high -quality vanilla or a touch of caramel could provide a deeper and more complex flavor. Another idea would be to experiment with different types of nuts like roasted hazelnuts or almonds which add a crunchy texture and a slightly savory contrast to the sweetness. Finally, blending in some premium cocoa nips could introduce a delightful crunch and an extra layer of cocoa intensity. These additions could make the chocolates more interesting and appealing to those who enjoy a sophisticated taste experience Simone - I believe chocolate could be enhanced by focusing on the balance between sweetness and bitterness Introducing natural fruit flavors such as a hint of raspberry or orange zest could add a refreshing twist and a burst of complementary flavors. Using higher quality cocoa beans and a longer crunching process might also improve the smoothness and depth of flavor. Additionally, incorporating a touch of espresso or coffee could add an intriguing note that pairs well with the chocolate's natural richness. Lastly, experimenting with different textures such as adding crispy rice or puffed quinoa could provide a unique mouthfeel and make the chocolate more enjoyable to eat. Shreya - To make chocolate more exciting, I think introducing exotic spices could be a great idea. Spices like cardamom, cinnamon or even chili could create interesting flavor combinations and add warmth to the chocolate. Another enhancement could be using premium flavor infusion such as matcha or chai to offer a unique taste experience. The inclusion of gourmet cheese, salt or flavored salt like smoked salt could also enhance the overall flavor by providing a sophisticated contrast. Sudha - Enhance the taste of chocolate, I think incorporating a variety of texture and flavor layer would be beneficial. Adding layer of smooth rich creamy feelings could create a more luxurious mouth feel integrating different type of citrus just like lemon or lime could introduce a tangy such as mint or lavender could provide a refreshing and aromatic twist. Another enhancement could be the inclusion of artisan quality inclusion like roasted coffee beans or high quality coffee bites which would add depth and complexity to the chocolate these addition could make the chocolate more dynamic and enjoy. Khushali - Thank you so much everyone for giving your valuable time for this. Thank you. Focus Group Discussion 2 Khushi ( interviewer) :- Good evening, everyone. My name is Khushi Thakur, and here is my teammate, Kush. We are going to conduct FGD. That is focus group discussion on the topic Milk chocolate. So guys, thank you all for being here today, and I will be facilitating this discussion. The purpose of today's session is to gather your thoughts and opinion on our topic. Milk chocolate. Your feedback will help us to analyze the customer's behavior. There are no right or wrong answers. We are interested in your honest views. Everything you share here will be confidential. Please feel free to speak openly. Now I want you guys to introduce yourself one by one. Aradhana :- Hi Khushi, Aradhana this side, and I'm a tuition teacher. I'm 27 year olds. Rajiv :-Hello, My name is Rajiv Pandey and I am 29 years old, and I am a bank employee. Amit :- Hello, My name is Amit Kumar Gupta. I'm 24 years old and I'm from Varanasi Sulagna :- Hello Khushi myself Sulagna deb , I'm 23 years old and I'm from Calcutta. Rahul :- Hello, My name is Rahul Pandey. I am 26 years old. I am a bank employee. Kush(interviewer):- How often you do you purchase milk chocolate? Aradhana:- Well, I usually consume dark chocolate more, but I would like to explore milk chocolate too. Amit:- So I usually buy like once in a month. Rahul:- I usually buy dark chocolates more than any other chocolates. Sulagna :- Usually, I prefer dark chocolate more. But for milk chocolate, it's twice in a month. Khushi(interviewer):- So the second question is, what factor influence your decision to buy milk chocolate? Aradhana:- Well, as I said, I like to explore something new. So after having dark chocolate, I would I also like to have white chocolates or milk chocolates. Sulagna:- For my taste preference Amit :- Usually I don't purchase milk chocolate because I found it costly. Or maybe someone will gift, then I'll eat. Or when in midnight, craving, that's all. Rahul:- I prefer milk chocolate because of its taste and flavor and because of his brand reputation, and I also like it because of his cheap price. Rajiv:- So factor that can influence my choice to buy milk chocolate like taste means the flavor of the chocolate, appearance, the color of the chocolate, and also melting behavior, because chocolate should solid at room temperature, but melt in your mouth. So that's the reason. Kush ( interviewer)- What is your favorite band of milk chocolate? Aradhana :- Well, as an Indian, my is, mine is Amul milk chocolate, because, as we have it in a box and that we get in discount and offer and demart also, and any kind of supermarket. So my family loves it, and even my brothers and sister. Sulagna :- Mine's favorite brand is Tony's chocolonely. It's has a very good taste that I have eaten so far. Amit :- when it comes to chocolate, of course, it's Cadbury for sure. So I like milk, milk chocolate of Cadbury. Rahul :- when it comes to chocolate, I only prefer Cadbury and Amul. Rajiv :- So my favorite chocolate is Cadbury because it is a popular brand in India. Cadbury makes a variety of chocolates including dairy milk fuse and five star. Khushi :- The next question is, how important is the nutritional information on milk chocolate packaging to you? Aradhana :- As I use the brand Amul. So I have a brand trust on Amul, as it was such a old historical brand. So I usually don't see the ingredients or nutritions, whatever it has written in the packaging, but I trust Amul. That's why I use Amul. Rahul:- I don't usually check the nutritional value so given in the back of the packet. Amit :- As a fitness trick, I do consider nutritional value piloting that that's the reason I eat once in a month, like or no no chocolate in a month. Rajiv:- So nutrition information is in. Important when evaluating chocolate, so especially if you are mindful or specific diets needs or health goals, it provides various factors like sugar content, calories and also fatigues for pupil, watching their weight, managing condition like diabetes or aiming, aiming for a balanced diet, so nutrition breakdown can help make more informed choices. So it is essential comparing two different chocolates. Kush (Interviewer)- Do you look for specific certifications(e.g Fair Trade, Organic)when buying milk chocolate ? Aradhana :- Well, actually, I don't have any, like, much knowledge about it. So no, I don't see such kind of stuff. Sulagna :- No, I'm not see any certification like that. And I have, no, I don't have any knowledge in this field. Rajiv :- Also, I'm not knowing about that, so I'm not any idea for this kind of certifications. Amit :- As chocolate doesn't provide any nutritional like vitamin or minerals, so when it comes to taste, I just enjoy without seeing any specification or any mark. Rahul:- No, I don't look for any specification. Khushi ( interviewer )- So my next question is, how much are you willing to pay for a standard bar of milk chocolate more >1000 or