AMULBRANDINGANDMARKETINGSTRATEGY:UNDERSTANDING CONSUMERINSIGHTSONMARKETINGANDPURCHASEDRIVERS OFAMULPRODUCTS

Abstract

This
perception and buying behavior toward
Amul’s marketing strategies, with a focus on
understanding their preferences, challenges,
and purchasing patterns. Amul, as one of
India’s most trusted dairy brands, continues
to maintain a strong presence in the market
through its innovative promotions, wide
product range, and competitive pricing.
However, consumer responses to its marketing
efforts can vary depending on factors such as
age, income, lifestyle, and brand loyalty. To
gain deeper insights, the study surveyed 250
respondents in Coimbatore, Tamil Nadu, and
employed t-test, Chi-square, ANOVA, and
simple percentage analysis to evaluate how
demographic
characteristics
customer
awareness,
decision-making when purchasing Amul
products.