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A Comparative Study on Amul and Vachan Milk in Raipur

Faiza Banu, Dr. Tushar Ranjan Sahoo

Faiza Banu, BBA Final Year Student, Amity Business School, Amity University Chhattisgarh

Dr. Tushar Ranjan Sahoo, Assistant Professor, Amity Business School, Amity University Chhattisgarh

Abstract

The dairy industry in India has undergone a significant transformation, with numerous brands competing for consumer attention. This study explores and compares two prominent dairy brands Amul and Vachan in the city of Raipur. With a sample of 400 respondents, the research investigates consumer preferences, price perceptions, quality satisfaction, brand loyalty, and availability. The data, collected through structured questionnaires, is analyzed to determine brand positioning and customer inclinations. The findings reveal that Amul holds a stronger brand image and consumer preference, while Vachan competes primarily on pricing. The study concludes with strategic suggestions for both brands and implications for market positioning in competitive dairy sectors.

Keywords

Amul, Vachan Milk, Consumer Preference, Brand Comparison, Dairy Industry, Customer Satisfaction, Raipur, Pricing Strategy, Brand Loyalty, Market Analysis