a project report on consumer perception and preference towards nandini curd in dharwad city

7/31/2019 A PROJECT REPORT on Consumer Perception and Preference Towards Nandini Curd in Dharwad City

1/77

Consumer perception and preference towards Nandini curd in Dharwad

Babasabpatilfreepptmba.com 1


2/77


Sl.NO. Contents Page

No

01 EXECUTIVESUMMARY 01-02

02 INDUSTRIALPROFILE 03-11

03 COMPANYPROFILE 12-43

04 RESEARCH METHODOLOGY 44-45

05 DATE COLLECTIONMETHODOLOGY 46-47

06 ANALYSISANDINTREPRETATION 48-65

07 FINDINGS 66

08 SUGGESTIONS 67

09 CONCLUSION 68

10 BIBLIOGRAPHY 69

11 APPENDICES 70-72



3/77


CHAPTER-1

EXECUTIVE SUMMARY

It is said that a glass of milk is equals to one meal. There is no exaggeration in the

statement Milk is the basic food for every human being, starting from infant to the old age

people consumes milk in one or other form. For healthy growth of human being milk plays

vital role because it contains necessary vitamins and carbohydrates.

Karnataka milk federation is a non profit organization formed for farmer. Karnataka

milk federation started its co-operative activities at Dharawad in 1983. In1986, the

Dharawad milk producers co-operative union limited was formally set up. Started in an

ambitious way, the dairy production capacity was 200 thousand ltrs per day, over the years

the average procurement has been between 65 to 85 thousand ltrs per day, and the average

sale has been around 50 to 55 thousand ltrs per day. The milk union has a total 477 dairy

co-operative societies in its area of operation out of which 400 dairy operative societies are

operating in profit. In the last ten years along with the procurement activities, the milk

unions are also involved in socio-economic development of its rural masses in uniqueprogram called STEP.

Since 2006, the milk union has made good plans for future terms of increasing the

procurement and marketing of milk and milk products.

The companies to enhance their credibility and better profit carry out market

research to some of the strategic decisions. The modern manager relies more on such

market research crunches faced. To avoid unnecessary cost of research and the time

constraint consumer product companies tend to rely on data collected from retailer and the

consumers. Because companies believe the retailers are having direct contact with the

consumers. Their opinion plays important role in taking decisions such research is called

retailers. And it is basically a non-probability convenient sampling where relying on the

data. May have opinion biases. However this can act as an important tool in making

strategic decision making tool.



4/77


KMF DHARAWAD MILK UNION LIMITED serving people more than ten years

has segmented itself in every possible place and ensures it has a self for its products at all

the outlet possible. It is carrying its network with help of distributors, agencies and retailers

who serves to ultimate consumers. Since the company is a people focused it holds

responsibility towards retailers where serving people at large even consumers. Hence a

need was felt to find out the retailer perception and relationship

The title of the study was Consumer perception and preference towards

Nandini curd in Dharwad city

Objectives of the study:

To know the consumer preferences towards curd.

To know the consumer satisfaction towards Nandini curd.

To determine the quality of Nandini curd.

To know the consumer awareness towards Nandini curd.

To know the problems faced by customers towards Nandini curd.

To determine the buying behavior of customers towards curd.

The main intention of this study is to study the buying behavior of customers and

costumers preferences towards curd. And identify the reasons low sales of cur in Dharwad

city.



5/77


Methodology:

Location: Dharawad city (shettar colony, Gandhi nagar, hos

Yallapur shri Nagar, Emmikeri, Mrutyunjay Nagar, etc)

Sample size: 100 customers

Instrument used: self administered questionnaire

Sampling techniques: Simple random sampling

Statistical tool: tables, pie charts, bar charts, are used in Analyzing the Data.

INDSTRY PROFILE

India is largest producer of milk in the world. The production of milk products in

2001 was 3.23 lakh tones. The target of milk production during 2001-02 is 84.9 million

tones. It has been estimated that approximate 12% milk per day is processed in to value

added products; most of these products are exported.

Indias traditional dairy product sector is poised for rapid expansion with the result

of application of modern process technologies in production of mithais. The raising demand

for packed, fresh dairy products like dahi, panner, lassi,and cream is widening the base of

modern dairy sector of country and ensure a better price to primary milk producers.

Simultaneously, it will also help to productively utilize Indias growing milk surplus.

According to the recently released Technology of Indian Milk Products

industry references published by dairy India, the Market for traditional India milk based

sweets alone are estimated at $500m.Tthe market for traditional dairy products in India

exceeds an estimated Rs 50,000 crore and is largest and fastest growing segment of Indian

dairy industry.

During the pre-independence era there was no serious stress given to dairy

industry. In 1886, the department of defense of British government established the dairy

farms for the supply of milk to the British troops in Allahabad, in 1920, serious step were

taken by Mr. William Smith, an expert in dairy farming to improve the milk production.



6/77


The dairy and animal Husbandry received serious attention after the independence.

There were lots many of progressive steps taken by government through five year plans.

Indian council of Agriculture Research mostly drew up these plans.

Further our late Prime Minister Lal Bahadur Shastri felt the need for setting up co-

operative society through out country for the sake of rural development Board in 1965. This

board was register under societys registration act and the Public trust act, having its head

office at Anand, Gujarat.



7/77


NATIONAL DARIY DEVELOMENT BOARD

History

The NDDB was founded to replace exploitation with empowerment, tradition

with Modernity, Stagnation with growth, transforming dairy into and instrument for

the development of Indians rural people.

The NDDB was established in 1965; the board is registered under the Societies

Registration Act and the public Trust Act, fulfilling the desire of the Prime

Minister of India the late Lal Bahaddur Shastri to extend the success of the

Kaira Co-operative Milk producers union (AMUL) TO OTHER PARTS OF India. Dr

Vergese Kurien was the founder chairman. The success combined the wisdom &

energy of farmers with professional management to successful capture liquid milk and

milk product markets while supporting farmers investment with inputs and services.

The Growth:NDDB began its operations with the mission of making dairying a vehicle to a

better future for millions of gross roots milk producers. The mission archived helped to

launce Operation Flood, a programmed extending over 26 years and with the help

of World Bank Loan India become the worlds largest milk producing country. As per

March 2001 Indias 96000 Dairy Co-operative are integrated thorough a three Tier Cc-

operative structure. The Anand pattern, which is owned by more than 10 million

formers, procures an average of 1605 million liters of milk everyday. The milk is

processed and marketed by 170 milk producers co-operative unions which, in turn

own 15 state co-operative milk marketing federation. Since its establishment the dairy

development board has planned and spearheaded Indias Dairy programmer by placing

dairy development in the hands of milk producers and the professionals they employ to

manage their co-operatives. In addition, NDDB also promotes other commodity based

co-operative, allied industries and veterinary biologically on an intensive and nation

wide basis.



8/77


Objectives of NDDB:

To sponsor, promote, manage, acquire, construct or control any plant or

work, which promote projects of general public utility relation to dairying.

To make information available on request to technical services to increaseproduction of Milk.

To prepare initial feasibility studies of dairying and other dairy related

projects and undertake subsequent designing planning and start up those projects.

To undertake research and development programmed related to production

and marketing of milk and milk products.

To provide assistance for exchange of information to other international

agencies.

Services rendered by NDDB:

Planning dairy and rural development projects.

Organization of farmer co-operative societies.

Setting up of dairy and cattle feed plants.

Manpower planning and training.

Applied research and development.

Implementation of milk production enchantment programmed



9/77


KARANATAKA MILK FEDERATION

Karnataka Co-operative Milk Producers Federation Limited (KMF) is the apex

body in Karnataka representing dairy farmers Co-operatives. It is third largest dairy co-

operative amongst the dairy cooperatives in the country. In South India it stands first in

terms of procurement as well as sales. One of the core functions of the federation is

marketing of Milk and Milk products. The brand name nandini is the household name for

Pure and Fresh milk and milk products.

The first dairy in India was started in Kludge in Kodak district in 1955. Further in

June 1974; an integrated project was launched in Karnataka to restructure and recognize the

dairy industry on co-operative principle & to lay foundation for new direction in dairy

development.

The present Karnataka Milk Federation (K.M.F) came in to existence in 1984 as

results of merging of Karnataka Dairy Development Co-operation, small co-operatives and

Karnataka Milk development & loose venders. The Karnataka Milk Federation is co-

operative apex body in the state of Karnataka representing dairy development activities to

achieve the dairy objectives.



10/77


Objectives

To produce better quality of milk.

To make profit by satisfying the customer.

To gain market share.

To avoid wastage of milk and to reduce cost of production.

To provide good environment and good facilities to the customer.

To maintain the customer relationship by providing good service atright time and

Right place

To reach the maximum customer.

To provide required quantity of agents.

To produce better quality of milk than the competitors.

To produce the cheaper price so that it is affordable by the middle classpeople.

To provide assured market for milk produced/supplied by farmers.

To facilitate rural development by providing opportunities for selfdevelopment at

Village level, preventing migration to urban are.

FUTURE VISION

To consolidate the gains of dairying achieved in the state of Karnataka and with the

view of to efficiently chill, process and market ever developing and increasing milk

procurement with an utmost emphasis on quality and in process conserve the socio-

economic interests of rural milk producers, the government of Karnataka through KMF has

proposed to undertake several projects with financial and technical support of NDDB.



11/77




12/77


MISSION STATEMENT

To enhance milk production and procurement and maximize returns to milk

producers by finding lucrative market for milk and thereby contribute towards viability

milk unions

PERSPECTIVE PLAN 2010

Government of Karnataka and NDDB signed an MOU during February 2000, for

further strenghenthning the Dairy development activities in Karnataka with an out lay of

Rs. 250 Crores. Consequent to the announcement of new lending terms conditions by

NDDB through an evolution of an action plan Perspective 2010 to enable the dairy co-

operatives to face challenges of the increased demand for milk and milk products by

focusing efforts in the four major thrust areas of strengthening the Co-operative. Enhancing

Productivity, Managing Quality and building a National Information Network, Plans are

under implementation. The 4 milk Unions viz., Dharwad Tumakur Bijapur, and Gulburga,

that were having accumulated losses were included for rehabilitation program under the

Centrally Sponsored Scheme Assistance to Co-operatives which is also under

implementation.

THE DISTRIC C0-OPERATIVE SOCITY (DCS):

It is the basic Organization unit, functioning at the village level. By training local

people to organize and manage the activities village level institution building and

development and local leadership is promoted.

FUNCTINS:

1. Its functions daily and acts as marketing outset for the milk produced in village.

2. Input facilities are also analyzed to the dairy farmers through these societies and

include Veterinary First Aid, Sales for Cattle Feed, Supply for Fodder Seed,

seedlings and provisions of Veterinary Health Care.

3. Payment for milk is done through the societies, to the milk producers.



13/77


THE MILK UNION

Milk Union is channel of District Co-operative societies in an organized form for

the procurement. The procurement route is linked to chilling centers or a dairy. Dharwad

Milk Union is one such union. It is middle tier of complex co-operative organization

network. Federating the societies in locating geographical area forms unions. The Milk

unions are organized to make them economically viable and the jurisdiction extents from

one district to another district. There are five Milk Unions whose jurisdiction covers a

single district, four unions covers two districts each district covers three districts and one

union territory extends to four districts. All unions own three own Milk facilities.

Functions

These unions help to organize new Primary Dairy Co-operative societies. Also

helps in managing these DCS by assisting in accounts, purchase, process and marketing

these liquid milk. The Unions help in providing all the input facilities to DCS and channels

the dairy farmers through DCS. The Union provides the following facilities

Provide balanced cattle feed. Provide animal health care.

Providing artificial insemination for breed improvement.

Providing training for breeding and feeding.

Provide training for management.

Milk federation:

The main objectives of the federation are to help in federation of Milk Unions

through the state and thus forming the state level apes organization. The federation

implements all the project activities. After the projects activities are accomplished the

Federations aims at formulating marketing strategies in marketing the milk and milk

products. The Karnataka Milk federation, which was set up in 1984, has the fallowing.



14/77


Functions

The foremost function of KMF was to co-ordinate the activities between the union

and also in making market available so that the production increases.

The federation also manages surpluses deficiencies of liquid milk among the milk

and milk products at reasonable price.

The federation also manages to market the milk and milk products out side the state.

Provides balanced cattle feed.

The Karnataka milk federation consists of ;

Units Numbers

Milk 13

Dairies 17

Liquid Nitrogen Silos 6

Product plant 3

Training centers 3

Sperm station 1

Cattlel Feed Plant 4

Pouch Film Plant 1

Achievement:

Bangalore Milk union, Dakshin kannada Milk Union Mother Dairy has obtained

ISO-2000

92% of functioning milk producers co-operative societies earning profit.

At present on an average of Rs. 205 lakhs is paid per day to milk producers.



15/77


COMPANY PROFILE

DHARWAD MILK UNION

Establishment

The Dharwad milk union is co-operative society among the 13 establishment, under

KMF. The Dharwad milk union is one of the most modern plant in the country. It is located

in the specious 15 acres land, located in Lakamanahalli Industrial Area, adjacent to the

National highway-4. It is patterned after the AMUL Milk Dairy, Anand and Gujarat.

HISTORY

A group of experienced officers, appointed by Karnataka Milk Federation surveyed

the whole Dharwad district (include two newly formed district Gadag and Havery) and

Uttar Karnataka. Further they found is a need for a milk dairy. They traveled surrounding

villages, educated the villagers about Milk & Milk products and benefits they would get

from the milk dairy.

Seeing the over whelming response and untapped resources and the huge market,the federation decided to set up a milk union in 1984, known as the DHARWD MILK

UNION LIMITED. Further in 1989, the training center was controlled by KMF, came

under Dharwad Milk Union. The brief profile of the company is given



16/77


DHARWAD MILK UNION

Location Lakmanahalli, industrial area, Dharwad

Share capital 3 crores by members and 2 crores by government of

KarnatakaPlant capacity 2 lakh liters per day

Milk powder 12tons/day

Butter 6tons/day

Ghee 6tons/day

Milk chilling centers Gadag 20,000 ltrs/day

Haveri 20,000 ltrs/day

Hirekerur 20,000 ltrs/day

Naragund 8,000 ltrs/day

Ron 10,000 ltrs/day

Sirsi 20,000 ltrs/day

Presence value of activity Collection of Milk 80,000 ltrs/day

Sales of Milk 70,000 ltrs/day

Area of operation Dharwad, Haveri, Gadag, Uttar kannada districts

Board of directors Elected members 8

Ex officers 3

By govt 5Total workers 393 workers

Departments 9

Brand name NANDINI

Milk:

Toned Milk, full cream milk, standard milk, shubham milk,

homogenized milk.

Milk products:

Butter, ghee, curd, lassi, paneer, milk powder, khova, peda,

mysore pack etc

Co-operative societies at

village level

460 socities

STRATEGIES;

The Dharwad milk union has the fallowing set of strategies, which will formulated

every year. The present year has the fallowing strategies. The strategies has formulated



17/77


with the help of KMF & NDDB and the union members. Fallowing are the strategies set

this years.

STRATEGIES OF MARKETING DEPARTMENT:

1. Aims at marketing the products through proper marketing channels.

2. Aims to conduct some consumer awareness programs and various seminars.

3. Aims at conducting some whole sellers and retailers meeting.

4. Aiming to set up the new advertisement strategies like putting up hoarding.

5. Distributing pamphlets, and contests.

STRATEGIES OF ADMINISTRATIVE DEPARTMENT:

To check labor absenteeism.

To check actions against in-disciplined workers

Aims at helping the employees to become more responsible towards desired work.



18/77


ORGNIZATION STRUCTER

Babasabpatilfreepptmba.com

President

Director

(Govt)

Director

(Govt )

Director

(DCS)

Director

(NDDB)

Director

(Society)

Marketing

Dept Adm DeptFinance

DeptProduct president

Director

Procurement

Dept

Accounts &Purchase

M.I.S.F.G.S &StoresQualityControlTransport

18

Managing Director


19/77


SYSTEMS

PROCUREMENT AND INPUT DEOARTMENT

The union carries procurement by setting up Co-operative societies at village

level. Later milk is collected in chilling center. Milk collected from the milk centers is first

tested. There are milk testing equipments for this purpose. Then a survey on availability on

transportation specialties and productive capacity of villagers are conducted. If the

marketable surplus is more than 150 ltrs per day, a society is formed. Further 10 promoters

are selected from the village and are given responsibility of collecting capital for the society

by selling shares. Procurement is done twice a day and payment is made on the basis of fatcontent and SNF in the milk.

After this, milk is sent unions or chilling center, whichever is near. At the chilling

center, milk is chilled up to 4 degree Celsius. Later this milk is sent unions in insulated

tankers for further processing. The main function of this department is to procure milk from

different area throughout the year.

The department also provides facilities that help in enhancing more productivity.

The main function of P & I department is to organize village dairy co-operative societies

and procure more milk from village societies Fallowing are other services provided by P &

I department.

Veterinary services to keep up good health of cattle through

Regular health camps

Emergency services round clock

First Aid, vaccination., infertility camps, fodder.

Artificial insemination facility to improvement of cattle breeds.

Facilitating training programs regarding management of cattle.

Supply of fodder to cattle.



20/77


THE STRUTCTR OF PROCURMENT AND INPUT DEPARTMENT


Manager

Procurement wing Technical input wing

Deputy Manager

Assistant manager

Extension officers

Clerks

Helpers

Deputy Manager

Assistant manager

Clerks

20


21/77


PRODUCTION & PROCESS DEPARTMENT

The main objective of this department is to follow up production schedule as per

Plans and maintain close & co-ordinate relationship with other departments and ensure toupgrade the technical efficiency of production. Milk, as it is highly perishable product, has

to process immediately to avoid spoilage of milk with respect to its flavor, and taste.

The production department is well equipped and various types of highly

sophisticated machines imported from Sweden and Denmark. Once the milk is received

from P & I department, it is first weighed with the help of weighing bowl. Later, it is

poured in dump tank. Sample testing is made through Lactometer reading and other tests.

The fat and SNF content of each sample of milk is accessed. The cow and buffalos milk

are separately received and sent to the production section separately through two different

stainless steel pipes.

Later, the raw milk is passed through plate chiller of variable capacity where it is

cooled up to 4-5 degree Celsius. This is cooled raw material is further stored in a silo of

30,000 liters capacity.

PURPOSE OF CHILLING

Chilling is done to avoid growth of micro organism, which responsible for spoilage

of milk and bitter taste. The milk which is stored in silos is pumped through pipeline to the

balance tank which is helps maintain the steady speed of milk in Pasteurization machine. In

DMU, there two milk pasteurization machines and one cream pasteurization machine.

PURPOSE OF PASTEURIZATION:

Pasteurization is process where milk is heated high temperature and cooled

instantly, to destroy microorganisms. The Pasteurized milk will be stored in Pasteurized

milk silos and then sent to pre-packing section. Packing is done in 500 ml, & 1000 ml,

stored in cold storage at 7 degree Celsius.



22/77


PASTEURIZATION OF CREAM

The milk in bulk is taken to cream separate. Here, the cream is separated and passed

through cream pasteurization unit. This cream is sent to butter section. The milk with no fat

is skimmed milk. This skimmed milk is pumped back to pasteurization unit and heated to 4

degree Celsius using chilled water and stored silos. This skimmed milk is sent to powder

section. The pasteurization cream is mixed in proportion to pasteurized milk.

TONED MILK

Karnatakas most favorite milk. Nandini toned fresh and pure milk containing 3.0%

FAT & 8.5% SNF, available 500 ml & 1 liter pack

SHUBHAM

Buffalos milk, 100% pure pasteurized and packed hygienically, this milk has 5%

FAT & 9% SNF. Available in 500ml and 1 liters & also available in 5 liters for bulk

consumers.

http://www.kmfnandini.coop/html/products.htmhttp://www.kmfnandini.coop/html/products.htm


23/77


FULL CREAM MILK

Full cream milk, containing 6% FAT and 9% SNF. Rich, creamier, testier milk,

ideal for preparing home made sweet and savories. Available in 500 ml and 1 liter.

HOMOGENIZED TONED MILK:

Nandini homogenized milk is pure milk. Which is homogenized and pasteurized,

consists right through, it gives you more cups of tea or coffee and easily digestible.

Available in 500 ml packs.

CURD

Raw milk I s heated to 90 degree Celsius and allowed to cool 30 degree Celsius.

Later, culture is added to it and packed; the curd is packed in the packet it self. It is stored

packed in 200 grams & 500 grams.

http://www.kmfnandini.coop/html/products.htmhttp://www.kmfnandini.coop/html/products.htmhttp://www.kmfnandini.coop/html/products.htm


24/77


BUTTER

The cream, which is stored in cream refining tank, is taken to churning section

where it is churned. Here butter fat butter milk are separated. The vacuum pump removes

excess of moister and butter come out of continuous butter making machine (capacity-

1500kgs/hrs). Butter in 100, 200, 500grms and also 10 & 25grms, these are stored in deep

freezer room with temperature 22 degree Celsius.

GHEE

There are two ghee boiler capacity 1500kg/batch. Abutter 2.5tons is melted and is

brought to ghee boiler. Here it is heated to 90 degree Celsius for 15mins so that the residue

is allowed settle down and ghee is passed to settling tank through clarifiers. Later ghee is

allowed for cooling (at 30-40degree Celsius) and packed in tin of liter, 500 & 200ml of

pack and kept in cold storage.

PANEER

If there is excess of milk, then paneer is made. The milk is heated to 90 degree

Celsius for 15-20mins, glacial acetic acid is added to milk, and milk is attained to through

http://www.kmfnandini.coop/html/products.htmhttp://www.kmfnandini.coop/html/products.htmhttp://www.kmfnandini.coop/html/products.htm


25/77


fine muslin cloth. The solid portion is retained and put in water, & then it is put in chilled

water and left overnight. Later it is packed & storage in cold storage.

MILLK POWDER

When there is excess of milk, milk powder is made. The capacity of powder plant is

12tons. There are two sections-evaporator & spray drier, through which milk is converted

in to milk powder. In evaporator, milk is boiled for 55 degree at high vacuum. Milk is

concentrated to drier, 40-45% of milk is solid. Moister is removed and milk powder is

obtained consists of 4% moister.

PEDHA

Dharwad is famous for its delicious pedhas. DMU has separate pedha section.

About 80 liters(depends upon demand) is heated continuously for 3 hours till the milk is

semi solid, later sugar and ingredients are added and stirred continuously on low flame.

Later it is shaped in small balls and packed.

http://www.kmfnandini.coop/html/products.htmhttp://www.kmfnandini.coop/html/products.htm


26/77


The milk produced here is differentiated by content of FAT & SNF

Type FAT SNF

Toned Milk 3.10% 8.50%

Standard Milk 4.50% 9%

Shubham Milk 6% 9%

Full Cream Milk 5.10% 9%

The bellow table gives a brief idea of milk products, their FAT & Moister:

Products FAT SNF Moister

Butter 8.30% 1% 16%

Ghee 99.80% - 0.20%

Panner 20% 30% 50%

Structure of Production Department



27/77



MANAGERMANAGER

Deputy managerDeputy manager Office staffOffice staff

Assistant managerAssistant manager

Technical officerTechnical officer

SeniorsupervisorSeniorsupervisor

Junior supervisorJunior supervisor

Dairy operationDairy operation

Dairy technicianDairy technician

Dairy workerDairy worker

Assistant (stores)Assistant (stores)Assistant(account

)Assistant(account

)

ClerkClerk TypistTypist

27


28/77


QUQLITY CONTROL DEPARTMENT

The DMU, at every stage is taken to ensure that the customer gets the products,

which a very high quality. Hence there is separate department called the quality control

department, where the quality testing is done. There is a separate laboratory for this.

Quality control is very essential as maintain the freshness of the milk. All the containers,

pipes and other equipments are washed with hot water before starting off with new

production. There are tests conducted here. The packed milk we get will have undergone

three quality tests. First test is done on raw milk which we get from chilling center. Next

before standardization and the last before packing. The other tests conducted are:

Tests Reasons

Temperature Should be below 5degree.

Clot on boiling

If milk is curdles soon after boiling milk is

rejected.

Acidity test To test the extent of acidity.

Alcohol test To check the heat stability of milk.Lactometer test To check the density of milk.

FAT test Percentage of FAT determined.

SNF test Percentage of SNF determined for pricing.

SNF=CLR+FAT/4

ACTIVITIES:

Modification of milk film sachet by reducing length.

Implementation of 2nd stage modification ISI formula for calculating SNF in

milk.

Inspection of the cold storage, deep freezers, dairies, and chilling centers.

Regular attending customer complaints.

Structure of Quality Control Department



29/77



Deputy

Manager

Ass Manager Ass Manager

Quality Ass

Officer

(Chemicals)

Quality Ass

Officer

(Bacteriology

)

Quality AssLab Assistant Quality Analyst

29


30/77


Marketing Department

Milk and milk products are perishable in nature so, dispatching and marketing of

these should be done effectively.

In DMU, marketing department has the fallowing tasks,

Marketing of milk and milk production through its own network.

Marketing development and sales promotion.

Reconciliation of sales with all agents.

Consumers grievances redressed.

Need based marketing.

To take up defense supplies.

Operating Areas

DMUs Nandini milk is marketed in Hubli-Dharwad, Karawar, Gadag, Haveri, and

Uttar Karnataka. The milk is marketed through retailores.

The department has fallowing objectives;

To increase the market share of the Nandini.

To set up more marketing strategies.

To be responsive to consumers and channel members.

To promote more of Nandini milk and milk products through intense

advertising.

Competitors

The Nandini milk is facing lot of competition in the milk market. The prime

competitors are private players like.

Aditya

Bharat

Arokya

Siddi Vinayak

Datta

Mayor

Gopal



31/77


Loose venders, etc

Promotional activities

To over come from neck- to neck competition, different promotional activities arefallowed. With the help of KMF, & NDDB for building brand image of Nandini and

enhancement of sales milk & milk products.

Advertising in all available media.

Sponsoring event viz, cricket match, exhibition.

Participation in trade fairs.

Distribution Channel

DMU has its own marketing channel. However it fallows two types of direct

channels.

1. Consumer Market:

DMU is selling its products directly to the consumer through its special venders. It

also distribute to nearly to 600 retailers and milk parlors. These are exclusive milk parlors,

which sell only KMF products.

2. Institutional Market:

There is also demand for milk, which is sent by institution like government run

institution, hospital, school, hotels etc.

Strategies adapted by the department to enhance sale of its products are.

Conduct awareness programs of milk homogenized processed milk.

Attain daily complaints of consumers and retailers.

Need for healthy promotional activities against competitors.

Adapting different marketing strategies in place of undifferentiated

strategy.

Cross functional teams.

New area visits.



32/77


Door to door survey.

New agents

Distribution Chart


Raw Milk

Processing

Production

Milk Bi-product

Packing

Loading & Dispatching

Van drivers & Retailers

Store

Delivery boysConsumers

Agents &

Retailers

Marketing

(Orders)


33/77




34/77


Structure of Marketing Department


Manager

Deputy Manger

(Accounts/Audit)

Deputy Manager

(Sales/ Production)

AssistantManager

Assistant Manager

(Tech.officer)

SupervisorSupervisor

(FGs/Stores)

34

rans

ortQ

ality

rans

ortQ

ality

Market AssistantMarket Assistant


35/77




36/77


Further Marketing department has two sub departments

1. Stores

2. Finished goods Stores

Stores department

The stores department in DMU follows a codex system (coded control system). A

card is maintained for each item and a number I allocated. The attached to each article

consists of amount, balanced, date of issue, purchase etc. this is separate recorded in ledger

book. The inventories are of different kind ranging mechanical squares, packing items to

animal drugs, stationery and veterinary drugs. There are at least 4000 different inventories.

This department has fallowing services:

It tries to maintain maximum and minimum level of inventory so as to

avoid blockage of capital and storage.

Ordinary and local available commodities are maintained at minimum

possible level.

Items of urgent not easily available are stored sufficiently for further

demand.



37/77


Structure of stores department


Stores Superident

Stores Assistant(FDS)

Stores Assistant(GR-)

Helpers

37


38/77


Finished Goods Stores

This department acts as an interface between production marketing departments. It

is concerned with maintenance of finished goods and connected records. It receives all the

finished goods and issues the stock to the marketing department as per indents.

It insures that the goods are maintained properly with respect to quality. Accounts

are maintained daily and monthly report is submitted to the production, marketing and

finance departments. As the products are perishable, First-In-First-Out method is fallowed



39/77


Structure of Finished Goods Stores


Dairy Operator

Dairy Worker

39

Assistant Manager

Accounts

Assistant

Market

Assistant


40/77


Finance Department

This department is responsible for keeping all the inward and outward flow of

money of the union. It represents budget every year and financial rules for receipts and

payments are framed. The functions of this department are;

To prepare monthly accounts (receipts, payments, profit & loss accounts

and balance sheet).

To prepare quarterly financial statement.

To prepare integrated business plan.

To prepare year ending financial statements. To get accounts audited from statutory books of accounts.

DMU fallows two types of auditing:

1. Pre-audit system done by finance & accounts departments every year.

2. Statutory system done by private charted accountants every year.



41/77


The structure of Finance Department


Deputy Manager

Assistant Manager

Assistant Accounts

Assistant Accounts


42/77


Purchase Department

It is sub department which comes under finance department. The main work of thisdepartment is to purchase various materials required by different departments. After

ascertaining the stock position by stores department and indent is sent by different

department duly approved by the managing director. This department acts to procure

materials.

It also maintains records of all the supplies, calls, for tenders, quotations, etc.

quotations with lowest rate are sanctioned. Purchase up to Rs. 50,000 is made by the

purchase department. If the amount is more than Rs. 50,000, then the approval of managing

director is most.



43/77


Structure of Purchase Department


Purchase officer

Purchase Superintendent

AssistantPurchaser

Helpers

43


44/77


Administration Department

The administration department controls the overall functioning of the organization.

The organization consists of fallowing three levels

Managerial cadre includes Managing Director, Deputy Manager and

Assistant Manager.

Supervisory level includes technical officers and supervisors.

Workers level includes labors and helpers.



45/77


Structure of Administration Department


Deputy Manager

Assistant

Manager

Administration

Superintendent

Ass Manager

(Personal)

Administration

Superintendent

Administration

Assistant

45

SecurityDepartmentCanteen

Time

Keeper


46/77


Canteen

There is a canteen in the premises itself. To provide lunch, tea, etc to the employees

at reasonable rate. The canteen is handled by the canteen in charge

Time Keeper:

The department records the working hours of the employees. The workers divided in

to different shifts; control the working of department. Each employee to given punch card,

whenever as employee enter in to the premises he has to punch the card in the time machine

and before leaving the premises he has to do the same. Based on these attendances, canteen

bills are charged, wages are fixed and deduction are made.

Security department:

DMU occupies 15 acres of land, the whole premises is guarded by the security

personal. The security people work in three shifts. All the vehicles are checked before

entering the premises. The department is also maintains separate registers like store-in

register, attendance register, etc.



47/77


Product profile

Product Brands

Sterilized Flavored Milk in 5 flavors

(Pista, Badam, Pineapple, Mango, Chocolate)

Paneer

Khova

Peda

Mysore Pak

Premium Badam Burfi

Premium Cashew Burfi

Jamoon Mix

Ready to eat gulab jamoon

Rasagulla badam powder, Nandini Bite,



48/77


Product Lines

Toned Milk

Homogenized Milk

Full Cream Milk

Good Life

Slim

Butter Milk

Shubham



49/77


CHAPTERII

DESIGN OF THE STUDY

Title of the study

Consumer Preferences and Perception towards Nandini curd in Dharwad city.

Statement of the problem

This is the first step in the research methodology. It is very important to define the

statement of problem because of the saying that A problem well defined is half solved.

In this study it is mainly focused on Low sales of Nandini curd.

In this contest, it is need to evaluate the various factors which are considered while

purchasing the particular product.

Objectives of the study:

To know the consumer preferences towards curd.

To know the consumer satisfaction towards Nandini curd.

To determine the quality of Nandini curd.

To know the consumer awareness towards Nandini curd.

To know the problems faced by customers towards Nandini curd.

To determine the buying behavior of customers towards curd.

Scope of the study

This project helps me to get practical exposure, that how organization works, how

the finished product reach the consumer form plant to retail outlet.

Implementation of theoretical aspects in to practical, marketing is the back bone of

Dharawad Milk Union.



50/77


RESEARCH DESIGN

The research design constitutes the blue print for the collection, measurement and

analysis of data. It helps the researchers by posing crucial choices, is the blue print toinclude experiments, interviews, observations, the analysis of records. Are the methods of

data collection the research to highly structure?

Dharawad is a vast city with an area of 13,659 sq kilometer spread across with

population of 6, 25,345,

As it was very difficult to conduct personal interview, so I have taken a sample of

100 respondents with random sampling method.

The segmentation of the consumer is done on the basis of age as below 15-24, 25-

34,35-44, above 45. It is done so assuming that the same age group people behave

similarly.

The research study is done with the help of a questionnaire and taking personal

interview by simple random method.

LIMITATION OF THE STUDY

The scope of the study covered only limited areas of Dharwad city.

Some times respondents were not co-operative with me.

The limited respondents from each sampling unit may not be sufficient. That

means the remaining people in that area may not be similar to the selected

respondents.

The researchers experience in conducting this study

Due to busy schedule consumer generally they tend to give biased opinions.

The sample base of 100 consumers was very small when compared to the

population of Dharwad city.



51/77


CHAPTER

METHEDOLOGY OF DATA COLLECTION

Source of data

The source of data includes both primary and secondary data.

Primary Data:

Primary data consists of original information gathered for specific purpose at hand.

These are data gathered for a specific purpose or for a specific research project.

This project relied on response from the respondents. To obtain this primary data a

well structured questionnaire was prepared and samples were met randomly.

Secondary Data:

Secondary data consists of information that already exist and that were being

collected in fast for some other purpose.

Secondary data can be divided in to

a) Internal Secondary Data

The data generated within the organization itself like Company

Profile, experts, Broachers etc.

b) External Secondary data

The data generated by sources outside the organization like distributors, books,

websites and internet.



52/77


SAMPLE DESIGN

The sample method used random sample. A sample of respondents is selected for

the purpose of study.

Sampling process:

Population: A population is best defined in terms of elements, units, and time

Consumer: Childrens Students Business men Employee others [Age wise Gender wise]

Extent: Dharwad city

Personal interview;

Approaching people personally and interviewing directly.

Questionnaire

Preparing the questions and it is designed. That it covers various opinions, viewsabout, Nandini curd.

Personal interview technique was selected to gather information by respondents.



53/77


Analysis and interpretation

Which of these brands of curd do you aware?

FrequencyPercent ValidPercent

Cumulative Percent

Valid nandini 70 70.0 70.0 70.0

aditya 16 16.0 16.0 86.0

Ramrahim

9 9.0 9.0 95.0

shrikrishna

5 5.0 5.0 100.0

Total 100 100.0 100.0

ANALYSIS:

The above table and graph indicates that- 70% of respondents are aware about

nandini curd and 16% of respondents are aware about aditya curd and 9% of respondents

are aware about ramrahim curd.and, 5% percent of respondent are aware about of

shrikrishna.

INTERPRETATION:

By analysis we can interprets that most of the respondents are aware about

NANDINI curd.



54/77


Which brand of curd do you prefer?

Frequency Percent Valid Percent Cumulative Percent

Valid

Nandini 59 59.0 59.0 59.0

Aditya 22 22.0 22.0 81.0

ram rahim 11 11.0 11.0 92.0

Others 8 8.0 8.0 100.0

Total 100 100.0 100.0

ANALYSIS:

The above table and graph indicates that - 59% of respondents prefer NANDINI,

22% of respondents prefer ADITYA, 11% of respondents prefer RAMRAHIM, andremaining 8% of respondents prefer other curd.

INTEERPRETATION:

By analysis we can interprets that half of the respondents are prefer NANDINI curd.



55/77


56/77


Are you aware of nandini curd?


Cumulative Percent

Valid yes 70 70.0 70.0 70.0

no 30 30.0 30.0 100.0

Total 100 100.0 100.0

ANALYSIS:

The above table and graph indicates that, 75% of respondents are aware of

NANDINI curd, remaining 25% of respondents are not aware of NANDINI curd.

INTEERPRETATION:

By analysis we can interprets that, most of the respondents are aware of

NANDINI curd.



57/77


Are you satisfied with the quality of nandini curd?

Frequency

Percent ValidPercent

CumulativePercent

Valid yes 67 95.7 95.7 95.7no 3 4.3 4.3 100.0

Total 70 100.0 100.0

ANALYSIS:

The above table and graph indicates that, 95.7% of respondents are satisfied with

the quality of NANDINI curd, and remaining 4.3 of respondents are not satisfied with the

quality of NANDINI curd.

INTEERPRETATION:

By analysis we can interprets that, most of the respondents are satisfied with

quality NANDINI curd.



58/77


taste


Valid

not at all satisfied 4 6.0 6.0 6.0not satisfied 16 23.9 23.9 29.9

Moderate 27 40.3 40.3 70.1

Satisfied 18 26.9 26.9 97.0

highly satisfied 2 3.0 3.0 100.0

Total 67 100.0 100.0

ANALYSIS:

The above table and graph indicates that, 40.3% of respondents are moderately

satisfied with the quality NANDINI curd, 26.9% of respondents are satisfied, 23.9% not

satisfied, 6% of respondents not at all satisfied, only 3% of respondents are highly satisfied

with the taste of Nandini.

INTEERPRETATION:

By analysis we can interprets that, nearly half of the respondents are moderately

satisfied with taste of NANDINI curd.



59/77


60/77


availablity on time


Valid

not at all satisfird 5 7.5 7.5 7.5

not satisfied 15 22.4 22.4 29.9

moderate 15 22.4 22.4 52.2

satisfied 22 32.8 32.8 85.1


Total 67 100.0 100.0

ANALYSIS:

The above table and graph indicates that, 32.8% of respondents are satisfied

with availability on time of NANDINI curd,22.4 %of respondents are satisfied, 22.4%

moderate, 7.5% of respondents not at all satisfied, only1 4% of respondents are highly

satisfied with the availability on time of Nandini curd.

INTEERPRETATION:

By analysis we can interprets that, 32.8 respondents are satisfied with availability

on time of NANDINI curd



61/77


packaging


Valid

not at all satisfied 2 3.0 3.0 3.0

not satisfied 13 19.4 19.4 22.4

modrate 25 37.3 37.3 59.7

satisfied 23 34.3 34.3 94.0


Total 67 100.0 100.0

ANALYSIS:

The above table and graph indicates that, 37.3% of respondents are moderate

with packaging of NANDINI curd, 34.3 %of respondents are satisfied, 19.4% not satisfied,6%% of respondents highly satisfied, only 3% of respondents are not at all satisfied with

the packaging of Nandini curd.

INTEERPRETATION:

By analysis we can interprets that, 37.4% of respondents are moderately satisfied

with the packaging of NANDINI curd.



62/77


price


Valid

not at all satisfied 6 9.0 9.0 9.0

not satisfied 28 41.8 41.8 50.7

moderate 20 29.9 29.9 80.6

satisfied 12 17.9 17.9 98.5


Total 67 100.0 100.0

ANALYSIS:

The above table and graph indicates that, 41.8% of respondents are not satisfied with

price of NANDINI curd, 29.9 %of respondents are moderate, 17.9% satisfied, 9% of

respondents not at all satisfied, only1.5% of respondents are highly satisfied with the price

of Nandini curd.

INTEERPRETATION:

By analysis we can interprets that, 41.9% respondents are not satisfied with the

price of NANDINI curd.



63/77


smell


Valid

notat all satisfied 3 4.5 4.5 4.5

not satisfied 13 19.4 19.4 23.9

moderate 24 35.8 35.8 59.7

satisfied 20 29.9 29.9 89.6


Total 67 100.0 100.0

ANALYSIS:

The above table and graph indicates that, 41.8% of respondents are moderate

with smell of NANDINI curd, 29.8%of respondents are satisfied, 19.4% not satisfied,

10.4% of respondents highly satisfied, only 4.5% of respondents are not at all satisfied with

the smell of Nandini curd.

INTEERPRETATION:

By analysis we can interprets that, 35.8% respondents are moderately satisfied

with smell of NANDINI curd.



64/77


65/77


How much promotional activity influencing you to buy the curd?


Cumulative Percent

Valid 0-24 13 22.8 22.8 22.8

25-49 19 33.3 33.3 56.150-74 17 29.8 29.8 86.0

75-100 8 14.0 14.0 100.0

Total 57 100.0 100.0

ANALYSIS:

The above table and graph indicates that, 33.3% of respondents are says that 25

to 49% promotional activities influenced to buy the curd, 29.8% of respondents says 50 to

74%, 22.8% of respondents says 0-24, and 14% of respondents says that 75 to 100% of

promotional activities influenced while buying curd.

INTEERPRETATION:

By analysis we can interprets that, 33.3% respondents are says that 25 to 49%

promotional activities influenced while buying curd..



66/77


67/77


Is Nandini curd available through out the day?


Valid

yes 59 59.0 59.0 59.0

no 41 41.0 41.0 100.0

Total 100 100.0 100.0

ANALYSIS:

The above table and graph indicates that, 59% of respondents are says that

nandini curd available through out the, remaining 41% are says nadini curd will not

available through out the day.

INTEERPRETATION:

By analysis we can interprets that 50% of respondents are says Nandini curd

available through out day.



68/77


Is Nandini curd available in your nearest place?


Validyes 63 63.0 63.0 63.0no 37 37.0 37.0 100.0

Total 100 100.0 100.0

ANALYSIS:

The above table and graph indicates that, 63% of respondents are says that nandini

curd available nearest place, remaining 37% are sayings nadini curd will not availablethere nearest place.

INTEERPRETATION:

By analysis we can interprets that more than half of the respondents are says

Nandini curd available there nearest place.



69/77


Which problems do you faced towards Nandini curd?

Frequency PercentValid

Percent

Cumulative

Percent

Valid

whey separation 9 9.0 9.0 9.0

loose body 30 30.0 30.0 39.0

extremly sure 26 26.0 26.0 65.0

curd will not set

properly16 16.0 16.0 81.0

all 19 19.0 19.0 100.0

Total 100 100.0 100.0

ANALYSIS:

The

above table

and graph

indicates that,

30% of

respondents

are says that

Nandini curd

have loose

body, 26%

says nandini have extremely sure, 19% of respondents says loose body, sure, 16%will not

set properly, whey separation, and 9% respondents says whey separation.

INTEERPRETATION:

By analysis we can interprets that, nearer to half of the respondents are says

Nandini curd have loose body and not thick.

Do you expect door delivery service for Nandini curd?




70/77


Valid

yes 74 74.0 74.0 74.0

no 26 26.0 26.0 100.0

Total 100 100.0 100.0

ANALYSIS:

The above table and graph indicates that, 74% of respondents are expecting door

delivery from nandini curd, and remaining 26% respondents didnt expect door delivery

service.

INTEERPRETATION:

By analysis we can interprets that, most of the respondents are expecting door

delivery service from Nandini curd.

Findings



71/77


Only 70% of respondents are aware of Nandini curd.

Above 40% of respondents are do not prefer Nandini curd.

Qualities, thickness, taste, are key factors while buying curd.

33% of respondents are not satisfied with Nandini curd.

Major portion of respondents are not satisfied with non availability Nandini curd.

Promotional activities influence more while buying curd.

Door delivery will promote more sales of curd.

The major complaint regarding Nandini curd is loose body and extremely sure.

More than 30% of respondents are not satisfy with taste of Nandini curd.

More than 70% of the respondents are not satisfied with availability of Nandini

curd.

Banners are most effective promotional activity among the all

.

Suggestions



72/77


The company may under take advertisement and promotional activities, so as to

increase awareness of Nandini cued.

The company may look after to make Nandini curd easily available to the customer,

by enhancing efficiency of distribution network.

The company may provide door delivery service to the customers.

As 33% of respondents are not satisfied with the quality of Nandini curd, so the

company should concentrate on quality of Nandini curd which will increase in

market share of Nandini curd.

Company may change the taste of curd because only 2% of respondents were

highly satisfied with taste of nandini curd.

Company may improve the service; because company has failed to give better

service to end users.

Company may conduct research to identify the uncovered area and there

preferences.

CONCLUSION



73/77


It was an wonderful experience for me to work with Dharwad Milk Union,from the

project I learnt about the marketing tactics used by Dharwad Milk Union.s

Dharwad Milk Union is a reputed organization which has developed its goodwill in

the market to compete with other (company) famous brand. It has to adopt modern

technology in the production process and can do better marketing compared with others. It

has to increase the rate of commission payable to its agents or dealers or retailers.

To survive in the market the company needs to adapt an aggressive marketing

policy as of competitors.

Last but not the least I would like to conclude Dharwad Milk Union as good

organization to work as well as to interact with people. All the workers and members of the

union nicely motivated me. The Dharwad Milk Union all employees are co-operated well

and supported me in completing and making this project a successfully.



74/77


Questionnaire

Dear Sir, Madam,

Name:

Age: 15 to 24 [ ]

Gender:

Occupation: .

Contact No: .

Permanent Address: .

.....

1) Which of these brands of curd do you aware?

a) Nandini [ ] b) Aditya [ ]c) Ram rahim [ ] d) Shrikrihsna [ ]

2) Which brand of curd do you prefer?

a) Nandini [ ] b) Aditya [ ]c) Ram rahim [ ] d) others specify

3) While buying curd which factor do you consider?

A) Brand name [ ] B) Quality [ ]C) Price [ ] D) Thickness [ ]E) Taste [ ]

4) Are you aware of Nandini curd?A) Yes B) No

5) If no jump to question no, 7Are you satisfied with quality of Nandini curd?A) Yes [ ] B) No [ ]

6) Based on your experience tick the relevant answers regarding your satisfaction level with

respect to Nandini Curds (Tick the appropriate box).



75/77


Parameters

Not at all

Satisfied

Not

Satisfied

Moderate Satisfied Highly

Satisfied

1) Taste

2) Price

3) Smell

4) Packaging

5) Availability indesired quantities

6) Available on time

7) Are the promotional activities influenced you to buy the curd?

A) Yes [ ] B) No [ ]

8) If no jump to question no, 9How much promotional activity influencing you to buy the curd?A) 0-24% B) 25-49%C) 50-74% C) 75-100%

9) Which promotional activities influencing you to buy the curd?A) Friends [ ] B) News paper [ ]C) Banners [ ] D) others specify

10) Is Nandini curd available through out the day?A) Yes [ ] B) No [ ]

11) Is Nandini curd available in your nearest place?A) Yes [ ] B) No [ ]

12) Which problems do you faced towards Nandini curd?a) Whey separation b) Loose body/not thickc) Extremely sore d) Curd will not be properly set

A) Only a [ ] B) Only b [ ]



76/77


C) Only c [ ] D) Only d [ ]E) All [ ]

13) Do you expect door delivery service for Nandini curd?

A) Yes [ ] B) No [ ]

14) Any suggestions to improve the quality and service of Nandini curd

.............

.



77/77


BIBLIOGRAPHY

BOOKS:

Consumer Behavior --- Leon G. Schiffman

Parushuraman

Magazines:

Business Week

Business World

Economic Times

Websites:

www.google.com.

a project report on consumer perception and preference towards nandini curd in dharwad city

Documents