LITERATURE REVIEW

Dr. S.P. Savitha [1] , “A study on consumer preference towards ‘AMUL

PRODUCT’in Coimbatore city”. AMUL (Anand milk produced union limited)
formed in 1946, is a dairy co-operative movement in India. India largest food
brand trusted Amul product for its quality and product available at affordable
price. Amul product enjoying No.1 position in dairy industry this stand to
further strength its position. This research is pretaining to find out the present
consumer satisfaction of Amul product. Amul product has a good reputation
among the consumers in Madurai. So it can be extended to supply rural area
also.
Mohit Jamwal, Dr. Akhilesh Chandra Pandey [2] ,“Consumer behaviour towards
cooperative milk societies: A Study on measuring the customer satisfaction of`
Aanchal’ milk (A Member milk union of UDFC Ltd)”.The study on Consumer
behaviour is the study of how individual make decision to spend their available
resources (time, money, effort) on consumption related items. Customer
satisfaction was measured across different attributes of the Ananchal milk and
the customer’s preference was checked across different parameters. This
survey on the sale of Ananchalmilk, it can be concluded that to evolve their
production, marketing and pricing strategies effectively.
Akhila D and Dr. C. Boopathi [3] ,”Consumer behaviour on Aavin milk and dairy
products in Pollachi of Tamil Nadu”. Tamilnadu state is one of the ten largest
milk producing states in India. The aim of the study is reveal consumer
perception over Aavin milk products based on their age, education,
qualification and monthly income of the consumer’s family. Many people buy
Aavinmilk for its quality than the price. If the Aavin product is too high than
other brands. The aavin take necessary steps to satisfy their consumers.
Dr. P. Rengarajan, R. Sathya and R. Gothami [4] ,”Buying behaviour of selected
branded milk products”. Dairy products is one of the important thing used
nowadays in urban and rural areas. Although the country has emerged as the
largest producer of milk in 90’s. Market size is increasing day by day and the
demand for that product is araising. So, the companies need a proper
distribution network for avaidability of product at demand.
Mrs. Sonali Dhawan [5] ,”A study on consumer behaviour towards various
branded and non branded milk with special reference to Jabalpur district in
Madhya Pradesh”. Consumer behaviour can be defined as the behaviour that
consumer display in searching for purchasing, using, evaluating and disposing
of products and services that they expect will satisfy needs and wants. But
there is a lack of awareness among the consumer about milk they are
consuming. The campaign has to be run by the companies how they
pasteurized the milk and how hygienic it is to use branded milk.
Manob K. Bandyopadhyay [6] (1994) The production of the milk is explained in
this way: 1. 1965, National Council for Dairy Production (N.D.D.B) 2. 1970
National Council for Dairy Production, 3. 1973 Other Country States. This study
deals with the analysis of how far the N.D.D.B. Operation Flood Program is
achieved in India, I.e. replicating the N.D.D.B. ANAND model system . This study
shows that the system to replicate the ANAND model was not effective across
the world. Furthermore, at the time of copying the ANAND model, this
program did not exactly consider local geographical and socio-economic
aspects.As a result, Operation Flood Programme's money spent in certain
situations did not yield any positive outcome. As indicated by Operation Flood
Program many Milk Producers' Cooperatives have been shaped in this immense
nation. To assist nitty gritty examination, just two Co-employable Milk
Producers' Union Limited - The Kaira District(ANAND)Cooperative
MilkProducers' Union Limited and The Himalayan Co-usable Milk Producers'
Union Limited, have been considered. In this examination, issues have been
talked about in three phases in three sections. Growth and results were
addressed in the first stage, financial performance in the second stage and
Dairy Co-operative 's impact on rural economy in the last stage.
Dr. K. Karunakaran [7], 1st edition, 2007,”This process has to be conducted
within the framework of the rules and regulations made by the Marketing and
Sales department. Positive or negative impact of any scheme depends on the
promotion made by the company (Amul). Hence it is necessary that Amul
should adopt proper marketing policies to reach out the audience in a huge
amount.
According to Organization[8]: Amul – The Taste of India. Amul (2015-05-14).
Retrieved on 2015-11-29. “Alexander Fraser Laid law. Cooperatives and the
Poor. A development study prepared for the International Cooperative Alliance
and the Canadian International Development Agency, 1977. The co-operative
was initially referred to as Anand Milk Federation Union limited hence the
name AMUL.”
According to Amul [9] is now world's 13th largest dairy, posts 67% revenue
growth in FY16, ”The world's 13th largest dairy organization and India's largest
dairy cooperative, Gujarat Cooperative Milk Marketing Federation (GCMMF),
which markets the popular Amul brand of dairy products today said that it has
registered a 67 per cent growth in turnover to Rs 23,004 crore during 2015-16
Prakash [10] (2006) examine the distribution channel of effectiveness of
icecreammarket(Amul Kwality Walls) in Hyderabad. Ice cream, a most palatable
and nourishing food, which was once considered to be a sophisticated item, is
becoming more and more popular among all sections of the people in recent
times. As the mercury rises nobody is happier than the ice-cream
manufacturers who are alreadyfilling their iceboxes with dollops of
new,mouthwatering flavours. Amul is the largest food brand in India, which has
a turnover of Rs3800 crores per annum. They are manufacturing and marketing
perishable dairy products byusing most modern plants and effective
distribution channels. The primary objective of thestudy was to ascertain the
major factors that are influencing the effective distribution of Amulice creams
manufactured by Gujarat Cooperative Milk Marketing Federation
Limited(GCMMFL) by comparing with the Kwality Walls, the leading player in
the Hyderabadmarket.
Venkatakrishna V.. Saraswathi P. and Radharao Chaganti [11] (April 2002)
examine the white revolution-How Amul brought milk to India. The most
notable feature of a developing country is that it witnesses the birth of a
number of organizations-organizations geared to meet the demands of, and
opportunities presented by that development. Success of the development
process, indeed, hinges on how well those new organizations grow and mature
and serve the needs of the society at large. However, not all new organizations
grow and mature. Some face an early decline. What distinguishes the
organizations that survive and grow? This paper presents a framework
that helps answer this question and illustrates it with the history of corporate
strategy of a well-known co-operative in India.
Pankaj Chandra and Devanath Tirupati [12] (April 2003) Business Strategies for
Managing Complex Supply Chains in Large Emerging Economies. In this paper
we describe a case study of a dairy cooperative, AMUL, in western India that
has developed a successful model for doing business in large emerging
economy. It has been primarily responsible, through its innovative practices, for
India to become world's largest producer of milk. This paper draws various
lessons from the experiences of AMUL that would be useful to cooperatives
globally as well as firms that are interested in doing business in large emerging
markets like India and China.
B. Bowonder, B.R. Raghu Prasad and Anup Kotla [13] (July 2005) examine the
ICT application in a dairy industry: the e-experience of Amul. The use of
information communication technologies (ICT) in the rural areas of Gujarat. by
Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMFL) has made the
operation of the dairy industry different. While it has always been argued that
investments related to ICT made in rural India are not effective, the case of
Amul proves that "where there is a will, there is a way". Amul has become rural
India's flag bearer in the information technology (IT) revolution. This paper
analyses the use of ICT in the dairy industry by the GCMMFL. This system
makes easy for the farmers to get the cash payment as soon as the milk is
delivered. The Amul experience indicates that, if properly designed and
implemented, the rural poor can benefit from ICT platforms. Customization of
IT platforms for use in rural communities is emerging as a major opportunity.