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Study on Impact of Marketing Strategy on Consumer of Amul Products

Vaibhav Agrawal, Dr. Kailash Kumar Sahu,

Amity Business School ,

Amity University Raipur (C.G.)

Abstract

This study aims to explore the impact of marketing strategies employed by Amul, one of India’s most iconic dairy brands, on consumer perception, purchase behavior, and brand loyalty. It delves into various dimensions such as advertising effectiveness, digital marketing initiatives, pricing strategies, distribution networks, and product diversification. Through a combination of qualitative and quantitative research, including surveys, interviews, and analysis of secondary data, the research identifies key factors influencing consumer behavior and evaluates the success of Amul’s marketing mix in the context of an evolving Indian market. Findings suggest that Amul’s value-based branding, affordability, and trust in quality have significantly influenced consumer preferences, though there is room for improvement in digital engagement and urban segmentation.