Journal of Scientific Research and Reports

This study investigates consumers perspectives about Amul fresh milk products in Anand city and Vidyanagar. A cross-sectional study using semi-structured questionnaires for data collection and statistical tools for analysis. Spanning from 1^st March to 7^th June, 2024, the project is guided by specific objectives provided by AMUL Dairy. These objectives include studying the Consumer perspectives on their experience with Amul fresh milk products. Data collection through semi-structured questionnaires distributed to 142 consumers using random sampling methods. Analysis includes statistical tools like frequencies, percentages, and Likert scales to derive insights. This study highlights the positive aspects of Amul's fresh milk products supply chain in Anand city and Vidyanagar. Consumers consistently report high satisfaction levels with Amul products, attributing their loyalty to superior quality and taste. These positive findings underscore the strengths of Amul's supply chain, indicating successful collaboration and customer satisfaction across stakeholder groups. The study concludes with actionable recommendations for Amul's fresh milk products supply chain.