Consumer expectations, comparison, positioning, and performance analysis of Amul Tetra Pack Milk in India

Abstract

Extensive research was initiated to address the decision problem
of increasing the sales volume of Amul Tetra pack milk in India. The
research problems being answered in this context are “customer
expectations in terms of preferred attributes of milk”, “points of
comparison between fresh/pouched and Tetra pack milk”,
“Identifying market trends and target segments”, “positioning and
customer perception of Amul Tetra pack milk” and “performance of
competitors”. These research problems were further analyzed by
identifying and answering corresponding research questions which
addressed specific product related attributes like nutrition, hygiene,
pricing, sizing and longevity, specific external environmental related
factors like economic prosperity, changing lifestyles, retail boom,
urbanization and lastly competition related factors like market size,
market share, competitors' offerings etc.