AMUL BRANDING AND MARKETING STRATEGY: AN ANALYSIS OF CUSTOMER SATISFACTION AND BRAND CONSISTENCY OF AMUL ACROSS URBAN AND RURAL MARKETS

Abstract

This study investigates customer satisfaction and the consistency of Amul’s brand 
messaging across urban and rural markets. It focuses on evaluating consumer perceptions of 
product quality, pricing, availability, and flavor, as well as assessing how consistently the brand 
communicates its identity to diverse audiences. A survey of 250 respondents in Coimbatore, Tamil 
Nadu, was conducted, and data were analyzed using t-tests, Chi-square tests, ANOVA, and 
percentage analysis. The study examines how demographic factors such as age, income, 
occupation, and location influence satisfaction levels and perceptions of brand messaging 
consistency. The findings aim to provide actionable insights for enhancing Amul’s marketing 
strategies, improving consumer engagement, and ensuring uniform brand perception across varied 
market segments.