CUSTOMER PERCEPTION ON MILK PRODUCTS AT AMUL MILK PODUCTS

Abstract

The current research examines consumer perceptions of Amul milk products, a prominent brand in the Indian dairy sector. We analyze elements affecting consumers' opinions of products, including quality, flavor, packaging, and price, using surveys and interviews. The results demonstrate that most consumers see Amul products as reliable and of exceptional quality. They often assert that their preference is chiefly attributable to their excellent flavor and freshness. Moreover, there exists a significant degree of brand loyalty, with numerous consumers indicating a willingness to pay a premium for Amul products, as they perceive them to be valuable. Nonetheless, there were apprehensions over availability and expenses in specific locations. The analysis indicates that Amul's robust brand and dedication to quality have sustained its market presence; nevertheless, addressing small consumer concerns could enhance customer happiness and expand the company's market share. Amul can enhance their consumer involvement initiatives using this research.