a project report on consumer satisfaction level towards nadini shubham milk in dharwad-hubli city

To Study on Consumer Satisfaction Level towards Nadini Shubham Milk in Dharwad-Hubli City

EXECUTIVE SUMMARYIntroduction. The dairy Industry is the most important sector in the Indian economy. India is emerging as a mega dairy market of the 21st century. The dairy industry provided the income as well as the employment to the people. The growth of the Indian Dairy Industry is 4.42 in the year 2004.india produces 100 million tonnes in the year 2006 and has 15.53% of the world’s milk production The National Dairy Development Board is formed in 1965.NDDB began its operations with an objective of making dairying a means for a better future for the millions of the milk producers at the root level with its consistent efforts. It started the Operation Flood Program to construct a bridge between urban users and rural producers through a network of cooperatives. And it also fills the gap between formal dairy and sector and rural producers by developing gradual and concrete slabs of o-operatives in India. Karnataka Milk Federation is one of this co-operative.

Karnataka Milk Federation (KMF). is a co-operative apex body in the state of Karnataka representing dairy farmer’s organization and also implementing dairy development Karnataka activities to achieve the dairy objective. KMF has 13 milk unions and Dharwad Milk Union is one among 13 unions. It produces the product under the brand name of NANDINI.

I consider the Dharwad Milk Union for the studying the consumer satisfaction level towards the Shubham milk in Dharwad- Hubli city. The project involves three main aspects namely industry profile, company profile and analysis part. In industry profile about the Indian Milk industry, in company profile the history of the company and in analysis part, objective and data collection method, sample design, sample size, sample method and mainly I have analyzed the collected primary data using SPSS, the primary data have been collected through questionnaires. Finally findings and suggestions, limitation and conclusion are derived.

Babasabpatilfreepptmba.com


TOPIC OF THE STUDY

To Study on Consumer Satisfaction Level towards Nadini Shubham

Milk in Dharwad-Hubli City

RESEARCH OBJECTIVES1) TO know the awareness of Nadini Shubham Milk

2) To know the Customers Preference while buying the Milk

3) To compare the Pricing of Nandini Shubham Milk with other.

4) To Understand the factors influence to purchase Shubham Milk

5) To study the customer perception towards Shubham Milk

6) To Know opinion of consumer about the Nandini Shubham Milk

NEED FOR THE STUDY

The objective of the study is to know the consumer behavior towards Nandini

Shubham and to provide suggestions to the management to further improve their

market share

There is cut throat competition between different brands of Shubham Milk Any company that

wants to survive must concentrate on the factors like quality, price, purity etc. According to

the consumer satisfaction, Consumer research studies have become essential now a day.

Through this, the marketers can revive their products and create a greater demand by adopting

innovative promotional strategy. It has become essential to know the present level of

consumer satisfaction to analyze the future demand for any product, Hence the “Study on

Consumer satisfaction towards Nadini Shubham Milk “has been undertaken.



LIMITATIONS The various limitations of this study are listed below:

Despite all the efforts to make the analysis more comprehensive and scientific,

a study of the present kind is bound to have certain limitation

The scope of the study covered only limited areas of Dharwad and Hubli

Time and cost constraints were a major limitation

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 information gathered is based on customer perception

Data collection

1) Primary data

The primary data is collected from the with the help of questionnaire

2) Secondary data

The required secondary data is collected from the company records, books,

journal and internet etc.

3) Sample size

A sample of 100 individual people of Dharwad-Hubli city are considered

in this study

4) Sampling method

Convenience Method (Non-probability sampling method)



Findings The overall project is mainly on study of customer’s satisfaction towards the

Shubham milk in Dharwad-Hubli city. In this project major findings are as follows.

More than half of the consumers are using the branded milk

Nearly half of the consumers are using Nandini milk.

Almost all the people are knew about the Nandini Shubham Milk

More than half of the people used Shubahm milk.

Half of the respondents are using Shubham milk daily

Almost all the people given good rate for the taste and thickness of milk

Half of the respondents considered quality as factor while purchasing milk

Most of the respondents says there is no schemes or offers of Shubham

milk

Nearly half of the respondents said that the price of milk is high

Most of the respondents are not wish to change their brand

High density of the respondents are not getting milk from day to night

More than half of the respondents wish change in the Shubham milk

More than half of the sample size is satisfied with Shubham milk.



Introduction

The history of Indian Milk Products is perhaps as old as Indian civilization itself. Even as our ancestors began to domesticate milch animals, they found innovative ways to convert highly perishable milk into more stable and longer lasting milk products.

When we say 'Indian' milk products we tend to distinguish such products from Western milk products such as cheese, yogurt, ice-creams, sweetened condensed milk and butter oil. However, we do have parallels for all such western products in the form of paneer, curd/lassi, kulfi, rabri and ghee

. The opportunity provided by increased availability of liquid milk can now be used for efficiently manufacturing and marketing Indian milk products with long shelf life. This will help in tapping the potential demand for Indian milk products in both the domestic and foreign markets.

I commend the efforts of Dairy India to combine the learning experiences of the dairy industry in manufacture of Indian milk products with new processes, technologies and modern management

Dr V Kurien, Father of White Revolution; Founder-Chairman, National Dairy Development Board; and Chairman, Gujarat Cooperative Milk

and Marketing Federation Ltd (Amul)



Development of Dairy Industry in India

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

industry. In 1886. The department of defense of the British government establishes

the drain forms for the supply of milk to British troops in Allahabad. Later, 1920;

various steps were taken by Mr. William Smith, an expert in dairy forming to

improve the milk production. There was discrimination done to the Indians. In

Luknow, in 1937, called "The Luknow Milk Producers co operative Union Ltd".

The dairy and animal husbandry received attention after the independence.

There was lot man of progressive steps taken by the government through five (5)

year plans. Indian councils for the agriculture research mostly drew up these plans.

Further, our late Prime Minister Lai Bahaddur Shastri felt the need for

setting up co-operative society throughout the country for the sake of rural

development. This led to the formation of "National Dairy Development Board" in

1965. This board was registered under the society's registration act and public trust

act, having its office at Anand, Gujarat.

The dairy and Animal Husbandry received serious attention after the

independence. There were lots many of progressive steps taken by the government

through five year plans. This led to the formation of National Dairy Development

Board in 1965 & thus in 1970 he decided to Bring a “ White Revolution” through

out the country, Initially 10 states were selected were for this purpose excluding

Karnataka.

In Karnataka in 1974 an integrated project was launched to restructure and

reorganize the dairy industry on Co-operative principle of AMUL and to lay

foundation for new direction in dairy industry.



NATIONAL DARIY DEVELOMENT BOARD:

The NDDB was founded to replace exploitation with empowerment,

tradition with Modernity, Stagnation with growth, transforming dairy into and

instrument for the development of Indian’s 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 farmer’s 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 world’s largest milk

producing country. As per March 2001 India’s 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 India’s 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.

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 increase

production 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.



FACTORS INFLUENCING TO ESTABLISH MILK DAIRY

• Geographical location:

The ideal location of the dairy factory is on sound ground in

outskirts of the city easily approachable by good roads all through the year.

It should have an overhead tank of adequate capacity or should be

connected to large water mains of a municipal water supply.

• Size of the firm or dairy

Size of the firm is a factor to be decided by the operator depending

upon his managerial kept ability and availability of land, proposed number

of milk capacity and capital investment.

• Lighting

Good lighting is required for quality control, clearing and prevention of

worker fatigue and accidents.

• Building

The dairy should construct with masonry walls with fire resistant roof.

The installation and adhesives for cold store should be incombustible

type. Cold store and hardening rooms are to be fitted with alarm bells to

avoid leek in incidents.

• Compressor room



High capacity compressor should be fitted with safety device to prevent

build up of dangerously high pressure, which could develop if the compressor

is started with its discharge valve shut or if the cooling water supply to

condenser is stooped.

• Electrical installation

Safe electrical installation with a suitable system adequate to carry the

loads, safe over current protection for motors, proper grounding and use of

approved electrical materials should maintain. Because the causes fire attributes

directly or indirectly to defect electrical installation,

• Boiler room

A boiler is essential for a dairy to supply hot water and stream used in

various; operations such as washing, sterilizing. Pasteurization, condensing and

drying, etc.

• Distance from the Market

The dairy should be established at a convenient distance so that there is

market facility both for selling milk and milk products, for buying concentrates or

other requirements of the firm. Since dairy products need immediate disposal

especially liquid milk, the nearness to the market is an added advantage though

large farming may facilitate transportation by trucks: nearness will save a lot of

botheration



Introduction of Karnataka Milk Federation

Karnataka Milk Federation

Karnataka Cooperative Milk Producers' Federation Limited (KMF) is the Apex

Body in Karnataka representing Dairy Farmers' Co-operatives. It is the 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 'Nandini' is the

household name for Pure and Fresh milk and milk products.

Karnataka Milk Federation (KMF) sells products by the name of Nandini. They are

famous for taste and quality. Nandini sweets like pedha, jalebi, paneer. Curds and milk

are savored by thousands of people in India. As the name suggests it is the federation of

milk producers association working on cooperative principles. Almost every district in

state of Karnataka has milk producing co-operatives. The milk is collected from farmers

who are its members, processed and sold in the market by the brand

of Nandini.

HISTORY OF KMF



The first ever World Bank funded Dairy Development Program in the country

started in Karnataka with the organisation of Village Level Dairy Co-operatives in

1974. The AMUL pattern of dairy co-operatives started functioning in Karnataka

from 1974-75 with the financial assistance from World Bank, Operation Flood II &

III.

The dairy co-operatives were established under the ANAND pattern in a three

tier structure with the Village Level Dairy Co-operatives forming the base level, the

District Level Milk Unions at the middle level to take care of the procurement,

processing and marketing of milk and the Karnataka Milk Federation as the Apex

Body to co-ordinate the growth of the sector at the State level.

The Karnataka diary development corporation was established in the year

1975 under the World Bank assistance. The main objective was to organize the

Anand pattern milk cooperative societies and there by helping the farmers to increase

the milk production by getting technical input services and procuring the milk,

procured by them around the year. In order to process and market the milk so

collected, diaries and chilling centers where established in the southern part of

Karnataka subsequently I the year 1984. It was converted into Karnataka Milk

federation (KMF). The KMF is the apex body according to National Development

Board (NDDB).

OBJECTIVES OF KMFThe Karnataka milk federation is a co-operation apex body in the state of

Karnataka for representing diary farmer's organization and also implementing, diary

development activities to achieve the following objective.

Providing assured and remunerative market for all the milk produced by the

farmer members

Providing hygienic milk to urban consumers.



To build village level institution in cooperative sector to manage dairy

activity.

To ensure providing of milk production inputs processing facilities

disseminations up know how.

To facilitate rural development by providing opportunities for self

employment at village level preventing migration to urban areas introducing

cash economy and opportunity for steady income.

FUCTIONS OF KMF The KMF implements all the project activities. After all project activities are

accomplished, the federation aims at formulating marketing the milk and milk products.

The Karnataka milk federation, which has the following functions.

the foremost function of Karnataka milk federation is to co ordinate the

activities between the union and also in making market available, so that

production increases,

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

It manages surplus and deficiencies of milk among the milk union and helps in

dispatching the milk and milk products at reasonable price

Training and development senior managerial personnel, acquiring and

applying all recent technologies, prescribing quality guidelines and norm

THE GROWTH PROCESSThe growth over the years and activities undertaken by KMF is summarized briefly

hereunder:

1976-1977 2007-2008

Dairy Co-operatives Nos 416 11063



Membership Nos 37000 1956163

Milk Procurement Kgs/day 50000 3025940

Milk Sales Lts/day 95050 2129790/curd:1.77LKPD

Cattle Feed Consumed Kgs/DCS 220 3010

Daily Payment to Farmers Rs. Lakhs 0.90 342

Turnover Rs. Crores 2707.00

FUTURE VISION

• To consolidate the gains of Dairying achieved in the state of Karnataka and with

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

milk procurement with an utmost emphasis on the Quality and in the process

conserve the socio-economic interests of rural milk producers, the Govt, of

Karnataka through KMF has proposed to undertake several projects with

financial and technical support of NDDB for which an MOU was signed

between Govt, of Karnataka and NDDB on 10th Nov. 2004.

• To march forward with necessary zeal this will make KMF a trailblazer of

exemplary performance and achievements becoming other milk federation in

the country in pursuit of total emulation of its good deeds

• To promote producers oriented viable cooperative society to impart an impetus

to the rural income, dairy productivity and rural income.

• To abridge the gap between price of milk procurement and sale

• To compete with MNC's and private dairies with better quality of milk and

milk products and in the process sustain unavailability of cooperators



KMF and its Milk Union

KMF has to milk unions throughout the state which to procuring milk from

primary dairy co-operative societies and distribute milk to the customers in various

towns/cities/rural markets in Kamatak,



Co-ordination of activities among the unions and developing market for

product is the responsibility of KMF. The milk union organizes the marketing of milk

in respective. The federation monitors surplus or deficit of milk among the member

milk unions while marketing of all product is organized by KMF, state, all the milk

and milk product are also sold under a common brand name "Nandini".

DMU DHARWAD



DHARWAD MILK UNION

INTRODUCTIONThe Dharwad Milk Union is co operative society among the 13

establishments, under KMF. The Dharwad Milk Union (DMU) is one of the most

modern plants in Karnataka. It is located in the specious 50 acres of land, located in

Lakamanahalli Industrial Area, adjacent to the National Highway-4. It is patterned after

the AMUL Milk Dairy, Anand, and Gujarat

HISTORYA group of experienced officers, appointed by the Karnataka Milk Federation surveyed

the whole of Dharwad districts (including two newly formed districts Gadag and Haveri)

and Uttar Karnataka. Further they found out, there is need for a milk dairy. They traveled

the surrounding villages, educated the villagers about milk and milk products and the

benefits, they would yet from the milk dairy.

Seeing the overwhelming response and untapped resources and the huge market,

the Federation decided to setup the Milk Union in 1984, know as the DHARAWAD

DISTRICT CO-OPERATIVE MILK PRODUCERS SOCIETIES UNION

LIMITED (DMU).

Further in 1988, the Rayapur Dairy and Chilling Center, setup in 1968, also come

under the union. In 1989, the' training center, which was controlled by KMF, came

under Dharwad Milk Union.

The main purpose of establishing of this unit is to encourage milk producers inhabited

in rural areas. It has 8 chilling plants spread over the above 4 districts and production

plant in Dharwad the turnover is on an average of 5 Crores per year.

OBJECTIVES OF DMU



To provide assure and remunerative market for the milk produced by the formers.

To provide good and best quality milk to its consumers.

To build bridge between masses of rural producers and millions of consumers.

To achieve socio-economic revolution hinterland of the states

To ensure maximum returns to the milk producers.

To facilitate rural development by providing opportunities for self-development at

village level

To built village level institutions in co-operative sector to manage the dairy

activities.

To provide milk at reasonable rates to the consumers.

MISSION OF DHARAWAD MILK UNION (DMU)1. To promote social economic development of rural people

2. Empowering rural people through self sustaining through dairy activities.

3. To be self sufficient in milk production through rural development

4. To penetrate upcountry market to enhance liquid milk sales and FDP (First 1) air

Product)

5. Ensure that the milk and FDP supply to its customer around the clock

6. Commissioning in dairy milk parlor at the costal belts of Uttar Kannada districts

7. Promoting brand image of the Nandini products through various consumer

awareness programs



Name Dharwad Cooperative milk producers society union Ltd, Dharwad

Status A co-operative society registers under the co-operative

society's act of 1959.

Location Lakamanahalli Industrial area, Dharwad 25

acres (approximately) ;, ,Area of operation Dharwad, Haveri, Gadag and Karawar (UK) districts

Nature of the business Procuring and marketing of milk

Production and sale of milk

products: Share capital 3 crores approximately I

Board of directors Elected members - 8

Ex-officer 5

By Govt - 3

Total workers 332

Number of departments 9

Brand name Nandini and Shubham v

Present level of activity Collection of milk 84000 liter per day Sale

of milk 70000 liter per day

PROFILE OF DHARAWAD MILK UNION



AWARDS AND ACHEIVEMENTS OF DMU:

In 1998-1999 awarded as the best dairy in Karnataka for maintaining the huge

amount of milk, which comes from the other milk unions without

contamination.

Highest milk product producers in north Karnataka.

Well equipped plant with highly sophisticated machines and best professional

working facility in North Karnataka.

MISSION STATEMENT OF DMU:

Dharwad Milk Union is committed to provide maximum possible price for the milk

supplied by its members and provide necessary inputs to enhance milk production

while ensuring economic viability of the Union and is also committed to provide

quality milk products to consumers and emerge as one of the top most milk union of

the co-operative dairy industry in the country



Different Products of KMF

DMU. Dharwad product the following milk and Milk Products:


Toned Milk:Karnataka's most favorite milk. Nadine Toned Fresh and pure

milk containing 3.0% FAT and 8.5% SNF, Available 1 in

500ml and 1 liter packs.

Shubham:Buffalo's milk, 100% pure pasteurized processed and

packed hygienically, this milk has 5% fat and 9%snf. Available

in 5ooml and 1 liter, and also Available in 5trs packs, for marriages,

and other functions.

Full Cr eam Milk: Full cream milk, containing 6% fat and 9% SNF, Rich,

creamier tastier milk, ideal for preparing home-made sweet &

savories. Available in 500ml and 1 liters packs.

Homogenized toned milk:Nandini homogenized milk is pure milk. Which is

homogenized and pasteurized, consistent right through, it

gives you more cups of tea or coffee and is easily digestible.

Available in 500ml packs.

Curd:Nandini curd made from pure milk, its thick delicious

Giving you all the goodness of homemade curds. Available in

200gms and 500gms sachet.


Organisation Chart


BOARD

Directors(8members)

Ex officers(5members) Govt nominees

ProcurementDept

Product director

Marketing dept

Administrative dept

Finance dept

Security dept

Transport

Quality control

F.G.S& stores

M.I.S


INPUTS AND PROCUREMENT DEPARTMENT This department is playing vital in functioning of DMU. In any milk union this

department handles the activities of milk procurement and inputs required far production.

Function of I & P department :a. Procurement of milk from milk producer's co-operative societies.

b. Establishment of milk producer's co-operative societies.

c. Encouraging fanners to produce more milk.

d. Giving fair price to good quality of milk.

Procurement of milk

DMU is producing at an average of nearly 72,000 liters of milk per day.

Procurement of milk varies seasonally and during flush season i.e., from September to

December, the milk productivity is high and in summer, it is low. Milk collected from

societies is taken to the nearest chilling center to add the self-life of the milk.

After chilling the milk is loaded into the tanker and is sent to the near by the union.

There are sixth chilling center in the purview of the DMU, which procure milk from 450

DCS's.

Once milk is brought to the union, it is rechecked for quantity, quality and freshness

and then it sent for further production process.

If the milk is spoilt in transit it is brought to the notice of the concerned society. But in

case of away society if the milk is spoilt due to the carelessness/delays’ of the driver it is

brought to the notice the contractor and is held responsible for the loss.



I&P Department Structure


Manager

Procurement wing

Technical input wing

Deputy Manager

Assistant manager

Extension officers

Clerks Helpers

Deputy Manager

Assistant manager

Clerks


Establishment of Dairy co-operative societies (DCS)

It is one of the important tasks carried out by P & I department. Societies are established in

villages. There should be a minimum of 50 members from a society and there should be

surplus of at least 75 liter of milk per day; there should be resident of that area and should

posses a milk produce animal either a cow or a buffalo or both. Among the members, chief

is elected who I responsible for running of the society. He is also responsible for selling the

shares to the formers who contribute to the society.

Share of Rs 100 each should be allocated and a society should accumulate a minimum of

Rs 20,000 from the sale of the shares.

After commissioning and registration, a general body meeting of the society is held.

Nine members who are influential and knowledgeable are selected who become director

of the society. Two other members are selected to take part as a secretary and a tester.

It is the duty of the secretary to maintain all the records and ledgers of daily

transactions. The tester verifies the quality of the milk by testing and prepares a sheet,

note down the readings and sends it with the carrier of the



Promotional activities:The P & I department has under taken various promotional measures to increase the

production of milk. Some of the its activities are-

DMU maintaining a cold storage where semen of high milk producing cows

and buffaloes are stored. By imparting training the, society's people, it has

given artificial insemination to nearly 40,457 cows and buffaloes in 2007-2008.

It is supplying god quality of seeds to the farmers so that they can grow good

quality of fodder.

It is giving training to the members of the societies with intention of the

adopting dairy scientifically.

It has also tied up with number of banks to provide loans to the farmers for

acquiring health animals of high milk productivity.

It has supplying nearly 662 tonnes of fodder per month.

Mineral mixture, vaccination and other training programs are conducted.

Thus DMU has taken all the possible to enhance the production of milk, growth of

societies that indi rec t ly leads to the rural development.



PRQDUCTON DEPARTMENT

Production department is one among the most important department of DMU performing vital

role in the existence of DMU.

Most of the equipment used is imported from Sweden and Denmark. At every stage of

production care is taken to maintain the quality and freshness of milk and milk product. The

containers, pines and used pumps used in production process are made up of stainless steel. I

lie Production department has the following structure




MANAGER

Deputy manager Office staff

Assistant manager

Technical officer

Senior supervisor

Junior supervisor

Dairy operation

Dairy technician

Dairy worker

Assistant (stores)

Assistant(account)

Clerk Typist


Procedure in Production Department

When the milk is received from can and tankers, it is tested for freshness and quality. After

the approval of the testing officer the milk is forwarded to the milk chillers to extend the self-

life of the milk.’ It is then stored in raw tanker.

Production Procedure


Storing

Pasteurization

Chilling

Fresh Liquid Milk

DCS

Separation

Homogenizati

Storing

Packaging

Dispatching

Fat & SNFSample


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

and to maintain close and co-ordinate with order departments and ensure to upgrade the

technical efficiency of production. Milk, as it is highly perishable product has to be

proceeded immediately to avoid spoilage with respect to its flavor, texture and taste.

Production Department is well equipped and has 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 done through lactometer reading and other tests. The fat and NSF

content of each sample of milk is accessed. The cow and buffalo’s 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 cooled raw material is further stored in a silo of

30,000 liters capacity.

Purpose of Chilling:- This is dine to avoid the growth of micro organisms, which spread the spoilage and

bitter taste. The milk which is stored in silos is pumped through pipeline to balance tank

which helps to maintain the steady speed of flow of milk in the pasteurization machine.

Need of Pasteurization:- It is a process where milk is heated to high temperature and cooled instantly, to destroy

the micro organisms. The pasteurized milk is stored in Pasteurized milk silos and then

sent to pre-packing section. Packaging is done in 200ml, 500ml and 1000ml packs and

stored in cold storage.



Cream The milk in bulk is taken to the cream separator, here the cream is separated. The

cream is passed through Pasteurization Unit. This cream is sent to Butter section. The

milk with no fat is skimmed milk. This skim milk is pumped back to Pasteurization Unit

and heated 72 degree Celsius using stem and chilled to 4degree Celsius using chilled

water and store is silos. This skimmed milk is sent to powder section. The pasteurized

cream is mixed in proportion to pasteurized milk.

Curds :- Raw milk is heated to 90 degree Celsius and allowed to cool up to 30 degree Celsius.

Later culture is added to id and packed, the curd is formed in the packets itself. It is

stored and packed in 200ml and 500ml.

It is also packed curd in other vassals to satisfied the customers need. For example it

produces 5 liter packs for pre ordered customers. And it also makes curd in special

containers for their customer [for ISCON’s AKSHAYA PATRA YOJANA]

BUTTER:- The cream which is stored in cream refining tank is taken to the churning section

where it is churned. Here butter fat and buttermilk are separated. The vacuum pump

removes excess of moisture, and butter comes out of the continuous butter making

machine. Butter is packed in 100, 200 and 500 and 1000 grms . These are stored in deep

freezer with temperature of 22 degree Celsius . If there is order of the salt butter they

added salt water to the butte and the remaining procedure is same.

GHEE: There are 2 Ghee boilers of capacity1500 kgs per batch. A butter of 2.5 tons is melted

and is brought to Ghee boiler. Here it is heated up to 117 -120 degree Celsius for 15

minutes so that the residue is allowed to settled down and Ghee is passed to setting tank



through clarifiers. Later the Ghee is allowed for cooling and packed in tin of 200m500ml

of pack and kept in the cold storage.

PANEER:-If there is excess of milk then the Paneer is being made. The milk is heated to 90 degree

Celsius for 15-20 minutes. Glacial acetic acid is added to milk and then milk is strained

through fine muslin cloth. The solid portion is retained and is put in water and then it is

put in chilled water and left overnight. Later it is packed and kept in cold storage.

MILK POWDER:-The capacity of the powder plant is 12 tons. There are 2 sections in the plant- Evaporator

and spray Drier through which milk is converted to Milk Powder. In evaporator, the milk

is boiled at 55 degree Celsius at high vacuum pressure. Milk is concreted to drier . The

45% of milk is solid and the remaining portion is evaporated and the moisture is removed

but the milk consists of the 4% of the moisture.

PEDA:-Dharwad is well for its Peda . The DMU has separate Peda section. About 8 liters

(depends upon the demand) is heated continuously for 3-4 hours till the milk is semi-

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

Later it is cooled and made small shaped pieces.



FINANCE AND ACCOUNTING DEPARTMENT Finance department is one of the main departments of DMU, which helps in smooth

functioning of business as it maintains an easy access to the availability of capital, cash flow

and financial stability.

The accounting period of DMU is from as April to 31 March the financial statements,

the balance sheet P & L account of the previous year are prepared before May 31.

Bill of the society is remitted once in 21 days through nationalized banks. Daily reports of the defaults of the agents are submitted to the marketing departing. The liabilities of the previous year are cleaned within May of the coming financial year,

A monthly P & L a/c, receipts and payments a/c are prepared and submitted to the board of Directors for decision making, classification in planning and taking corrective steps in case of failure to attain objective.

The departments deal with the double entry method of book keeping. Some of the books

maintained by this department are cash book, bank book, journal, ledger, like general ledger,

personnel ledger etc.

The firm adopts two of auditing

1. Pre audit: A charted accountant is hired for this purpose.

2. A statutory audit by the co-operative department.

Reporting to the management:



Every month an audit report is submitted to the management by pre-audit system. This

report contains how many agents' defaulted, monthly receipt and payments a/c etc.

The structure of finance Department is as shown:


Deputy Manager

Assistant Manager

Assistant Account officer

Assistant accountant

Helper


ADMINISTRATION DEPARTMENT The Administration department controls the overall functioning of the

organization. The organization consists of the following three levels.

• I Managerial cadre include Managing Director, Deputy Manager and Assistance

Manager.

• Supervisory level includes technical officers and supervisors.

• Worker level includes labors helpers.

The overall responsibility of Administrative executive/managers comes under three

board categories as given bellow.

General co-ordination:

1. Maintenance of files, records etc, up to date. Collecting and presenting data in the form use full information from the records.

2. Implementing the organization system, procedures and polices in a co-

ordinate manner.

3. Ensuring smooth running of the office by interfacing with the external

agencies as required for e.g. payment of telephone / electricity / water

supply bills, etc.

4. Maintenance of the office premises.

Providing Facilities: 1. Designing and implementing forms for variety of purpose, where some exist



across the organization.

2. Allocating space for people, furniture equipment, etc. as the organization

norms

3 Maintenance and upkeep of office equipments.

4 Attending to small necessary needs of various people working in the

organization like traveling tickets for office purpose etc.

Effective control:

1. Maintenance of files, records etc, up to date. Collecting and presenting data in

the form use full information from the record.

2. Recording and maintaining attendance, leave details, looking after the security

needs etc.

3. Reducing the cost of office operation, production costs, without affecting the

functioning of the organization.

Canteen

There is a canteen in the premises itself. The employees are provided lunch for

Rs 3 only, tea etc. at a reasonable rate..

Time Office

The department records the working hours of the employees. Time machine shows

the entry time and exit time of the each employee. The workers are divided into two

different shifts control the working of the department. Each employee is given punch in the



time machine and before living the premise he has to do the same. Based on this attendance,

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

SECURITY DEPARTMENT

Dharwad milk union occupies 25 acres of land the whole premises is guarded by the

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

before entering the premise. The department also maintain separate register like store in

register, attendance register etc.

MARKETING DEPARTMENT

The marketing department of DMU is considerably extensive which covers an Area viz.,

North Goa, Uttar Kannada district, Haveri, Gadag, Hubli and Dharwad

Marketing of milk and products is done under brand name "Nandini". Except loose milk

other products arc marketed by KMF, the marketing agency. Due to perishable nature of

products live greatest responsibility is over marketing department to all the products before

losing its quality.

Before pre-liberalization (July 21st 1991) the DMU enjoyed a monopoly due to co-

operative organization and other benefits received from the state government. But after July

21st 1991 the scenario totally changed, new private diaries started grounding like mushrooms

with entrance of private diaries the DMU facing a tough competition resulting into major loss

of market share gradually over the years. Today DMU has only 23 % of total market share.

DMU operates in 17 cities/ towns having a total population of 1.05 million.



Marketing department


Marketing Manager

Deputy Manager Technical

Officers

Marketing Superintendent

Development Officer

Vanshroffs

Marketing Assistant

Development Officer

Vanshroffs

Accounts & purchase

Retailers

Milk powder:

Enjoy the taste

of pure milk!

Skimmed milk

powder made

form pure milk,

processed and

packed

hygienically.

Available in

l00gms,

200mgs,

500gms, l kg&

25 kg Pack.

Butter:

Rich, smooth

and delicious.

Nandini butter is

made out of

fresh pasteurized

cream, rich taste,

smooth texture

and the rich

purity of cow's

milk makes any

preparation a

delicious treat.

Available in 100

gms(salted),

200gnis and

500gms cartons

both salted and

unsalted.

Peda :

No matter what

you ate

celebrating!

Made from pure

milk, Nandini

peda is a

delicious treat

for the family. It

will be store at

room

temperature

approximately

7days. Available

in 250gms pack

container

Ghee:

A state of purity,

Nandini ghee

made from pure

butter. It is fresh

and pure with a

delicious flavor,

hygienically

manufactured

and packed* in a

special pack to

retain the

goodness of

pure ghee. Shelf

life of 6 months

at ambient

temperature.

Available in

200ml, 500ml,

1000ml sachets,

51trs tins and

15kegs tins.


The closest competitors with regard to market share qualities of milk, price and

goodwill are,

■ Local vendor

■ Aditya

■ Arokya

■ Sri Krishna

■ Gopal

Local brand milk like Navalur dairy milk. And local milkmen

CHANNELS OF DISTRIBUTION SYSTEM OF DMU:

I. DMU—-> Transportation Vehicles—-> Dealers

Door delivery boys ---> Consumers

II. DMU -—>Transportation Vehicles —-> Institutions.

(Institutions: hospitals, hotels, hostels etc.)

III. DMU —->Transportation Vehicles —-> Parlors ---> Consumers.

IV. DMU —->Transportation Vehicles—-> Day CountersConsumers.

SRTAGETIES OF THE MARKETING DEPARTMENT:■ Visit to all roots of individual points by going in a root distribution vehicle for

contact with all agents.

■ Aims to conduct 5 Consumer Awareness Programs and various Seminars.

■ Aims at conducting agents' meetings.

■ Aims at setting 10 Exclusive NANDINI Milk Parlors.

■ Aiming to set up new sales promotional and advertisement activities.

■ Women association programs.



Strategy Implementation system:

Marketing strategy like sales promotional and advertisement activities of DMU are as

follows.

Press advertisements

Hoardings

Wall paintings

Rental for KSRTC Buses

Leaf lets

Banners

Vehicles paintings and own hoarding paintings

Pole ads and Flute boards

Milk carry bags

Calendar and greetings

Exhibition, drawing and consumer mela.



QUALITY CONTROL DEPARTMENT

The main task of the quality department is to see and check the quality of milk

and milk products produced in the plants.

There arc various tests conducted by the officers in charge as well as the

assistants to meet this requirement. If any product does not pass through the quality

standards then the produce is rejected. Even before dispatching the products undergo

testing and it only after the approval of the quality department that the goods are

dispatched

Test conducted at the DMU;When the milk arrives at DMU, at the reception center a panel of well qualified

persons in a laboratory tests the quantity and quality of milk.

There are number of tests carried, some of them are as follows-

Taste



• Flavor.

• Acidity

• Corrected lactometer reading.

• Gerber method for fat test.

• Milk-tester method.

• Moister test.

• Solid not tests.

The other tests conducted are:

TEST REASON

Temperature Should be below 5 degrees

Clot on Boiling If mill curdles soon after billing milk is rejected

Acidity Test To test: the extent of acidity

Alcohol Test To check the heat stability of milk

Lactometer To check the density of milk

Fattest Percentage of fat determined

SNF Test Percentage of SNF determined for

pricing SNF=CLR+FAT/4

QUALITY CONTROL DEPARTMENT CHART


DEPUTY MANAGER


HUMAN RESOURCS DEPARTMENTHRD is the department, which looks after the well-being, recruitment and

selection of the employees.

There are a total of 332 employees, out of which

* 10 are from managerial level comprising of MD, Managers of various

department,.

* 41 are from middle level comprising of technicians, executives, supervisors,

chemist,

* 35 are the comparing of administrators, superintendents, assistant managers etc.

* And 246 are from level comprising of helpers, workers, operator, etc.

Recruitment and selection;

The recruitment is done through the advertisement in papers regarding the type of

vacancy and the qualification experience required etc. The HRD manager looks for the

appropriate candidate in the Employment exchange may appoint him. Otherwise he put

up ad in the news paper and the procedure for the recruitment is followed. Lastly the

selection is done through the company cadre and recruitment rules and regulations.


ASSISTANT ASSISTANT MANAGER

QUALITY ASSISTANTOFFICER(Chemicals)

QUALITY ASSISTANTOFFICER (Chemicals)

LAB ASSISTANTQUALITY ANALYSTQUALITY

ASSISTANT


TrainingSelected candidate may be given training on the basis of work he is required to do.

Therefore the selected candidates may be sent for training in any one of the following

centers-

NDDB, Anand. NDDB Southern Regional training center, I rode. Institute of Rural Management, Anand (IRMA) NDRPs National Dairy. Central Training institute, Bangalore. (KMF

FACILITIES:-

The organization provides various facilities to the employees such as transportation,

medicine, uniforms, canteen facilities etc. Some of the facilities l is ted below –

Salary as per government scale.

Bonus, as per bonus Act.

Transportation: For the transportation i.e. coming to the work place an employee

gets

Rs. 300/- if he own has motorcycle. He gets Rs 200/- if he owns a moped, or else

he gets Rs 150/-.

Medical: An employee will be reimbursed Rs 2500/-if he takes treatment as an

outdoor patient, otherwise he will be given Rs 3500/-if he takes treatment as

indoor patient. He should produce the bills of the treatment.

Canteen: Employee can get the canteen facility very cheaply. He can get meals for

Rs 3.00, Tiffin for Rs2.00 and tea Rs 1.00 and the employees who work at night

served without any charge.

Uniform: Two fairs of uniform and new fair of shoes are provided for male

employee every year and for women employees two sarees and u fail of wear is

been provided.

Quarter liter of milk is given at free of cost to all employee every day\ and twice

in a year, half kg of ghee is given.



Provident fund: Every month the employee contributes 12% of his salary to the

provident and also the management contributes 12% of the salary. Thus a total of

24% of the salary appoint will be earmarked towards family pension scheme

Gratuity: Every year 15 days salary will be taken for calculation and gratuity is

paid..

ESI: Employee who receives less than 6500/- are covered under this scheme.

Rs 30/- is attendance bonus to the employee who is regular to the work.

Subsidy on house building allowances, heat allowances is provided to the

employees.

For women's pregnancy allowance and other allowance is pan idea.

PURCHAGE DEPARYMENT:

It is a sub-department, which comes under Finance Department. The main work

of this department is to purchase various materials required by different departments.

After a seen inning the stock position by stores department and indent is sent by different

departments dull\ approved by the Managing Director. This department's function is to

purchase materials.

It also maintains records for Tenders, quotations etc. Quotations with lowest rate

are sanctioned. Purchases up to Rs. 50,000 require approval of Managing Director

The structure of Purchase Department


Purchase Officer

Purchase Superintendent

Helper

AsstPurchase Officer


STORES DEPARTMENT

This department store the material required for day to day consuming required in the

process of production and for other purposes. Kardex method is practiced i.e., the items

are coded and arranged systematically for easy access

Function: The main functions of the department are as follows:

It has to maintain minimum and maximum quantity of material.

There should be a proper maintenance of record.

It tries to reduce the inventory cost

It should send the stock report to the purchase departments

If the material or goods are not as per requirement of the stock, it should

immediately send indent form to the purchase department.

It should supply to the respective departments whenever in need of the goods

or materials.

Procedure:

Whenever a particular department is in need of any good or material it makes the

request to the store department in the prescribed indent form. The department verifies

the form quantity required and department send the indent form to the purchase

department. Then the purchase department purchases the required material and hands it

the store department supplies it to the respective department.

Store department of DMU does not store costly and heavy machines as it. Will be

dead investment, but the items which may be needed at any time are stored. The main

work or task store department is to see that the production process does not stop. .



ENGINEERING AND MAINTAIINCE DEPARTMENT

This department maintains stock of almost all the spare pans of the incliner) so that

production process may not get halted because of some defects. Well qualified and

experienced engineers are always ready to repair the defects in the machinery.

Function of engineering department:

To look after the proper working of the machines.

To immediately take corrective measure in case of defects in

machines.

To keep the stock of the parts of the machines.

Proper maintenance of the machines

To take care of the any disturbance at various stages of production due to am

mechanical defects in the machines.

Power plant:

As DMU function 24 hours a day, 365 days a year it is necessary that the plant

should have continues power supply. In case of power failure, generator are used to keep

continues the flow of electric current as to avoid any disturbance in the working.



About Milk Milk is the thing that is commonly consumed by the people as the part of the food. It is a complete food. It has almost all the nutrients which are essential for the growth of human body.Milk may be defined as the whole , fresh, clean lacteal secretion on obtained complete milking of healthy milk animals.

Milk is an almost ideal food. It has high nutritive value. It supplies body-building proteins, bone-forming minerals and health-giving vitamins and furnishes energy-giving lactose and milk fat. Besides supplying certain essential fatty acids, it contains the above nutrients in an easily digestible and assimilable form. All these properties make milk an important food for pregnant mothers, growing children, adolescents, adults, invalids, convalescents and patients alike

Milk should free from colostrums and should contain minimum prescribed percentage of milk fat and solids non fat.

CHEMICAL COMPOSITION OF MILK (%) : Sl.No. Species Water Fat Protein Lactose Ash 1 Cow 86.6 4.6 3.4 4.9 0.7 2 Buffaloes 84.2 6.6 3.9 5.2 0.8

FOOD AND NUTRITIVE VALUE OF MILK

Proteins

Milk proteins are complete proteins of high quality, i.e. they contain all the essential amino-acids in fairly large quantities.

Minerals

Practically all the mineral elements found in milk are essential for nutrition. Milk is an excellent source of calcium and phosphorus, both of which, together with vitamin D, are essential for bone formation.



Vitamins

These are accessory food factors which are essential for normal growth, health and the reproduction of living organisms. Milk is a good source of Vitamin A (provided the cow is fed sufficient green feed and fodder), Vitamin D (provided the cow is exposed to enough sunlight), thiamine, riboflavin, etc.

Fat (Ghee)

Milk Fat (lipid) plays a significant role in the nutritive value, flavour and physical properties of milk and milk products. Besides serving as a rich source of energy, fat contains significant amounts of so-called essential fatty acids (linoleic and arachidonic). The most distinctive role which milk fat plays in dairy products concerns flavour. The rich pleasing flavour of milk lipids is not duplicated by any other type of fat. Milk fat imparts a soft body, smooth texture and rich taste to dairy products. Lastly, milk lipids undoubtedly enhance the consumer acceptability of foods; they also serve the best interests of human nutrition through the incentive of eating what tastes good.

Lactose

The principal function of lactose (carbohydrate) is to supply energy. However, lactose also helps to establish a mildly acidic reaction in the intestine (which checks the growth of proteolytic bacteria) and facilitates assimilation.

Energy value

The energy-giving milk constituents and their individual contributions are as follows:

Milk fat 9.3 C/g Milk protein 4.1 C/g Milk sugar 4.1 C/g

Where 1 C (Food Calorie) = 1000 c (small calorie). Note: The energy value of milk will vary with its composition. On an average, cow milk



furnishes 75 C/100 g and buffalo milk 100 C/100g.

Major sources of food which contains the essential vitamins, minerals, proteins etc. need for body

Nutrients Purpose Major Sources Proteins Essential for muscle

building and Repair; give the body energy and heat.

Meat, poultry, fish, milk,Cheese, beans, peas, nuts.

Carbohydrates Body energy and heat Bread, cereals, pastry, Sugar, vegetables, frui

Fats Body energy and heat Butter, Ghee, OilsMinerals Bone, teeth, body cells Dairy products, fruit,

vegetablesVitamin A Growth, health of the eyes,

structure and function of the skin and mucous membrane.

Fat-rich dairy products, eggs, spinach, carrots, tomatoes, Fish liver oils.

Vitamin B1 (Thiamine) Growth, aids appetite, prevents beriberi, function of the nervous system

Whole grains, eggs, green vegetables, yeast, liver, kidney

Vitamin B2(Riboflavin Growth, health of skin and mouth, functioning of the eyes.

Milk, cabbage, carrots, spinach, liver, eggs, yeast, lean meat, prunes.

Niacin Functioning of the stomach, intestines and nervous system.

Meat, heart, kidney, liver, eggs, fish, milk, peanuts, yeas

Vitamin C

Vitamin D

Aids bones and teeth, prevents scurvy

Aids in calcium-absorption which strengthens bones, prevents rickets.

Citrus fruit, maize, tomatoes, lettuce, cabbage.Eggs, milk, fish liver



By seeing above mentioned different sources of foods, the milk contains all the essential proteins, vitamins and other minerals which other foods do not contain the all the minerals, vitamins etc. So we can say that Milk is the complete food.

Milk may be defined as the whole, fresh, clean, lacteal secretion obtained by the complete milking of one or more healthy milch animals, excluding that obtained within 15 days before or 5 days after calving or such periods as may be necessary to render the milk practically colostrums-free and containing the minimum prescribed percentages of milk fat and milk-solids-not-fat. In India, the term 'milk', when unqualified, refers to cow or buffalo milk, or a combination of the two.



RESEARCH METHODOLOGY

“To Study on Consumer Satisfaction Level towards Nadini Shubham

Milk in Dharwad-Hubli City”

RESEARCH OBJECTIVES1) TO know the awareness of Nadini Shubham Milk

2) To know the Customers Preference while buying the Milk

3) To compare the Pricing of Nandini Shubham Milk with other.

4) To Understand the factors influence to purchase Shubham Milk

5) To study the customer perception towards Shubham Milk

6) To Know opinion of consumer about the Nandini Shubham Milk

Sampling : The overall consumers of the milk. Hundred percent coverage was difficult

within the limited period of time. Hence the convenience sampling survey method was

adopted for the purpose of the study.

Sampling Size:

A sample of 100 was chosen for the purpose of the study. Sample consist of all the

consumers of the milk in Dharwad-Hubli city.

Sampling Procedure:

From the large number of customers of Nandini Milk users were selected.

Sampling method

Convenience Method (Non-probability sampling method )used

Field study: Directly approached respondents.



Data collection

1Primary data

The primary data is collected from the with the help of questionnaire

2)Secondary data

The required secondary data is collected from the company records, books, journal

and internet etc.



ANALYSIS AND INTERPRETATION

1 Personal Information

a) Age

Sl.No Age Frequency Percent Valid Percent Cumulative Percent

1 below 20 1 1.0 1.0 1.0

2 20-30 25 25.0 25.0 26.0

3 30-40 25 25.0 25.0 51.0

4 40-50 26 26.0 26.0 77.0

5 above 50 23 23.0 23.0 100.0

Total 100 100.0 100.0

age

23.0%

26.0%25.0%

25.0%

1.0%above 50

40-5030-40

20-30

below 20

InferenceFrom the above graph 1it is clear that:



26% respondents are between 40-50 age



23% respondents are above 50age

1% respondents are below 20age

These data shows that nearly half of the respondents are in between 30 -50 age.

1 B) Gender

FrequencyPercentValid PercentCumulative Percent

Valid Male 55 55.0 55.0 55.0

Female 45 45.0 45.0 100.0

Total 100 100.0 100.0

Inference From the above graph it is clear that

55% of the respondents are male

45% of the respondents are female

This data shows that the number sample population is male.



1 C ) Occupation


homekares 14 14.0 14.0 14.0

businessman 19 19.0 19.0 33.0

professionals 13 13.0 13.0 46.0

job holders 29 29.0 29.0 75.0

others 25 25.0 25.0 100.0

Total 100 100.0 100.0

occupation

occupation

others

job holders

professoinals

businessman

homekares

Perc

ent

30

20

10

0

25

29

13

19

14

Inference From the above the diagram it is clears that:

29% of the sample population is job holder



25% of the sample population is others

19% of the sample population is businessman

14% of the sample population is homemakers

13% of the sample population is professionals,

These data shows that more number of respondents are job holders

1 D) Income

SL.No FrequencyPercentValid PercentCumulative Percent

1 less than 5000 28 28.0 28.0 28.0

2 5000-15000 27 27.0 27.0 55.0

3 15000-25000 23 23.0 23.0 78.0

4 above25000 22 22.0 22.0 100.0

Total 100 100.0 100.0

income

inco

me

less than 5000

5000-15000

15000-25000

above25000

Percent

3020100

Inference From above the graph it is clear that

28% % of the sample population are having income less than Rs5000

27%% of the sample population are having income Rs5000-15000

23% of the sample population are having income between Rs15000-25000



22% of the sample population are having income above Rs25000

This data shows that majority of the respondents are having income less than Rs5000

2) Do you purchase branded milk

SL.No Frequency Percent Valid Percent Cumulative Percent

1 yes 77 77.0 77.0 77.0

2 no 23 23.0 23.0 100.0

3 Total 100 100.0 100.0

Inference From the above graph it is clear that



77%of the sample population is purchasing branded milk,

23% the sample population is not purchasing branded milk,

This data shows that most of the respondents are using branded milk.

3) Which are the brand do you normally prefer?

SL N0 FREQUENCY PERCENT VALID PERCENT CUMULATIVE PERCENT

1 nandini 42 42.0 42.0 42.0

2 arokya 5 5.0 5.0 47.0

3 srikrishna 4 4.0 4.0 51.0

4 bharat 10 10.0 10.0 61.0

5 others 14 14.0 14.0 75.0

6 2 or more

brands

25 25.0 25.0 100.0

Total 100 100.0 100.0



Inference From the above graph it is clear that:

42% of the respondents are taking Nandini Milk

25% of the respondents are using 2 or more brands

14% 0f the respondents are using other brands

10% of the respondents are using bharat milk

5% of the respondents are using arokya milk

4% of the respondents are using srikrishna milk

This data shows that the most of the respondents are using nandini milk

4) Do you know about nandini shubham milkSL. No Frequency Percent Valid Percent Cumulative Percent

1 Yes 97 97.0 97.0 97.0

2 No 3 3.0 3.0 100.0

Total 100 100.0 100.0



From the above graph it is clear that:

97% of the respondents are know Nandini Shubham Milk

3%of the respondents are do not know Nandini Shubham Milk

This data shows that almost all are know about Nandini Shubham Milk

5) How do you come to know about nandini shubham milk

SL.No Frequency Percent Valid Percent Cumulative Percent

TV advertisement 24 240 24.0 24.0

news paper 7 7. 7.0 31.0

family and friends 25 25. 25.0 56.0

Doctor 1 10 1.0 570

Others 10 10. 10. 67.

more than 2 source 33 33. 33. 100.0

Total 100 100.0 100.0

Inference From the above the graph it is clears that :



33% of the people are know the Nandini Shubham Milk from 2 or more sources

25% the people are know Nandini Shubham Milk from the Family and Friends

24% 0f the people are know Nandini Shubham Milk from the TV Advertisement

10% the people are know Nandini Shubham Milk from the other sources 7% of the people are know Nandini Shubham Milk from Newspaper 1% of the people are know Nandini Shubham Milk from the Doctor

These data shows that most of the respondents are know about the Nandini

Shubham Milk from 2 or more than 2 sources.

6) Have you ever purchased nandini shubham milk

have you ever purchased nandini shubham milkSL .No Frequency Percent Valid Percent Cumulative Percent

1 yes 90 90.0 90.0 90.0

2 no 10 10.0 10.0 100.0

Total 100 100.0 100.0

Inference Form the above the graph it is clears that :



90% of the people are purchased the Nandini Shubham Milk

10 % of the people are not purchased the Nandini Shubham Milk

This data shows that majority of the people are purchase the Nandini Shubham

Milk

7) When do you purchase nandini milkSL.No FrequencyPercentValid PercentCumulative Percent

1 daily 46 46.0 51.1 51.1

2 whenever required 44 44.0 48.9 100.0

3 Total 90 90.0 100.0

Not purchase 10 10.0

Total 100 100.0

Inference From the above the graph it is clears that :



51 % of the people are using Nandini Milk daily

49 % of the people are using Nandini Shubham milk whenever required

This data shows that more than half of the respondents are using Nandini

Shubham Milk daily.

8) from which source do you want to get the milkfrom which source do you want to get the milk

Frequency Percent Valid Percent Cumulative Percent

Valid milk parlours 33 33.0 36.7 36.7

door delivery 24 24.0 26.7 63.3

milk agents 30 30.0 33.3 96.7

others 3 3.0 3.3 100.0

Total 90 90.0 100.0

Not Purchased 10 10.0

Total 100 100.0



from which source do you want to get the milk

from which source do you want to get the milk

othersmilk agentsdoor deliverymilk parlours

Perc

ent

40

30

20

10

0

Inference From the above graph it is clear that :

37% of the people are taking milk from the Milk parlor

32% of the people are taking milk from the Milk Agents

27% of the people are taking milk from the Door Delivery

6% of the people are taking milk from the Others

These data shows that more number of respondents is taking milk from parlour.

9)what is the average consumption of nandini shubham milk per daywhat is the average consumption of nandini shubham milk per day


Valid 250ml 6 6.0 6.7 6.7

500ml 33 33.0 36.7 43.3

1ltr 36 36.0 40.0 83.3

2ltr 9 9.0 10.0 93.3

more than 2ltr 6 6.0 6.7 100.0

Total 90 90.0 100.0



Missing System 10 10.0

Total 100 100.0

Inference From the above the graph it is clears that:

41% of the people are using 1Ltr Nadini Shubham Milk 36% of the people are using 500ml Nadini Shubham Milk 10% of the people are using 2Ltr Nadini Shubham Milk 7% of the people are using more than 2Nadini Shubham Milk 6% of the people are using 250ml Nadini Shubham Milk

This data shows that majority of the respondents are using 1 Ltr of Nandini Shubham

Milk

10) which factor influence you to buy the nandini Shubahm milk

SL.No FrequencyPercentValid PercentCumulative Percent

advertisement 23 23.0 25.6 25.6

word of mouth 39 39.0 43.3 68.9

availability 8 8.0 8.9 77.8

family doctor 1 1.0 1.1 78.9

Others 19 19.0 21.1 100.0

Total 90 90.0 100.0




Total 100 100.0

Inference From this above graph it is clear that :

43% of the people are influenced by the word of mouth factor

26% of the people are influenced by the advertisement factor

21% of the people are influenced by the others factor

9% of the people are influenced by the availability factor

1% of the people are influenced by the family doctor factor

This data shows that nearly half of the respondents are influenced by the word of mouth.

11) A rate the following factors while purchasing NSM -Taste


Vali

d

1 78 78.0 86.7 86.7

2 9 9.0 10.0 96.7



3 2 2.0 2.2 98.9

4 1 1.0 1.1 100.0

Total 90 90.0 100.0


Tota

l

100 100.0

Inference From the above graph it is clear that:

87% of the respondents give the 1 rate the Taste




This data shows that majority of the people give the 1 rating to the Taste of Nandini

Shubham Milk

11 B) freshness


Valid 1 56 56.0 62.2 62.2



2 27 27.0 30.0 92.2

3 7 7.0 7.8 100.0

Total 90 90.0 100.0


Total 100 100.0


62% of the respondents give the 1 rate the Freshness



This data shows that most of the people liked the freshness of the Nandini

Shubham Milk.

11 c) packaging




Valid 1 38 38.0 42.2 42.2

2 47 47.0 52.2 94.4

3 4 4.0 4.4 98.9

5 1 1.0 1.1 100.0

Total 90 90.0 100.0


Total 100 100.0

From above the graph it is clear that:

52% of the respondents give the 2 rate the Packaging




These data shows that more than the half of the people rates the packaging of Nandini

Shubham Milk 2 rate.

11d) availabilityavailability




Valid 1 67 67.0 74.4 74.4

2 18 18.0 20.0 94.4

3 3 3.0 3.3 97.8

4 2 2.0 2.2 100.0

Total 90 90.0 100.0

Missin

g

System 10 10.0

Total 100 100.0

availibiltiy

availibiltiy

4321

Perc

ent

80

60

40

20

0


74% of the respondents give the 1 rate the Availability




This data shows that the availability of the Shubham Milk is good. Most of the

people rate 1 to the availability of Milk

11e) Thickness




Valid 1 73 73.0 81.1 81.1

2 11 11.0 12.2 93.3

3 5 5.0 5.6 98.9

4 1 1.0 1.1 100.0

Total 90 90.0 100.0


Total 100 100.0


81% of the respondents give the 1 rate the Thickness


6% of the respondents give the3 rate the Thickness


These data shows that most of the people are given 1 rate to the thickness of the Nandini

Shubham Milk.



12) According to you availability of NSM in your area's retailers


Vali

d

very good 20 20.0 22.2 22.2

Good 44 44.0 48.9 71.1

moderate 24 24.0 26.7 97.8

Bad 1 1.0 1.1 98.9

very bad 1 1.0 1.1 100.0

Total 90 90.0 100.0


Total 100 100.0

Inference From the above the graph it is clears that

49% of the respondents says that the availability of the Nandini Shubham Milk is Good

27% of the respondents says that the availability of the Nandini Shubham Milk is very Good

22% of the respondents says that the availability of the Nandini Shubham Milk is Moderate

1% of the respondents says that the availability of the Nandini Shubham Milk is Bad

1% of the respondents says that the availability of the Nandini Shubham Milk is Very bad

These data shows that the availability of the milk is good. Nearly half of the people rate it 2



13) according to you which are the parameter is important while purchasing nandini milk


Vali

d

Brand 28 28.0 31.1 31.1

Cost 6 6.0 6.7 37.8

Quality 49 49.0 54.4 92.2

ingredients 2 2.0 2.2 94.4

fat content 5 5.0 5.6 100.0

Total 90 90.0 100.0

Not Purchasing 10 10.0

Tota

l

100 100.0

Inference From the above the graph it is clears that

54% of the population sample is considered quality as parameter while buying milk 31% of the population sample is considered brand as parameter while buying milk 7% of the population sample is considered cost as parameter while buying milk

6% of the population sample is considered fat content as parameter while buying milk2% of the population sample is considered ingredients content as parameter while buying milk



These data shows that majority off the population sample consider quality as parameter while buying the milk.

14) Is there any schemes offered by nandini, which influenced you to purchase nandini

milkis there any schemes offered by nandini, which influenced you to purchase nandini milk

Frequency Percent Valid Percent Cumulative

Percent

Valid yes 7 7.0 7.8 7.8

no 83 83.0 92.2 100.0

Total 90 90.0 100.0


Total 100 100.0

is there any schemes offered by nandini, which influenced you to purchas

is there any schemes offered by nandini, which influenced you to purchas

noyes

Perc

ent

100

80

60

40

20

0

92

8

Inference From the above the graph it is clear that

93% of the people says there is no schemes are offered by the Nandini Shubham

Milk,

7% of the people says there is some schemes are offered by the Nandini Shubham

Milk,



These data shows that Most of the respondents are not given any offers Nandini Shubham

Milk. There is less scheme offered by Nandini Shubham .

15) Is there any discounts or other offers are given by the retailers


Valid yes 17 17.0 18.9 18.9

no 73 73.0 81.1 100.0

Total 90 90.0 100.0

Not Purchasing 10 10.0

Total 100 100.0

Inference From the above the graph it is clear that :

81% of the respondents reveals there is no discounts or offers given by the

retailers,

19% of the respondents reveals there is some discounts or offers given by the

retailers,

These data shows that there is less discounts or offers are provided by the retailers.



16) Do you think that the pricing of NSM is worth of this product


Valid yes 71 71.0 78.9 78.9

no 19 19.0 21.1 100.0

Total 90 90.0 100.0


Total 100 100.0


79% of the respondents says that Nandini Shubham Milk is worth itself

21% of the respondents says that Nandini Shubham Milk is not worth itself

This data shows that most of the sample population satisfied with the pricing of Nandini

Shubham Milk.



17) How do you rate the price of NSM compared to othershow do you rate the price of NSM compared to others

Frequency Percent Valid Percent Cumulative

Percent

Valid high 39 39.0 43.3 43.3

moderate 26 26.0 28.9 72.2

competitive 20 20.0 22.2 94.4

affordable 5 5.0 5.6 100.0

Total 90 90.0 100.0


100 100.0


44% of the respondents says the price of the Nandini Shubham Milk is High

29% of the respondents says the price of the Nandini Shubham Milk is Moderate

22% of the respondents says the price of the Nandini Shubham Milk is competitive.

5% of the respondents says the price of the nandini Shubham Milk is Affordable.

These data shows that most of the sample population reveals that the price of

Nandini Shubham Milk is high.



18) Do you think a change in price may lead to change in consumption pattern of Nandini

Shubham Milk?do you think a change in price may lead to change in consumption pattern of NSM


Valid definitely yes 25 25.0 27.8 27.8

yes 43 43.0 47.8 75.6

partial 15 15.0 16.7 92.2

no 7 7.0 7.8 100.0

Total 90 90.0 100.0


Total 100 100.0


47% of the sample population says YES that change in the Price may lead to change in the consumption pattern of the milk.

27% of the sample population says DEFINITELY YES that change in the Price may lead to change in the consumption pattern of the milk

18% of the sample population says PARTIAL that change in the Price may lead to change in the consumption pattern of the milk

8% of the sample population says NO that change in the Price may lead to change in the consumption pattern of the milk



These data shows that nearly of the respondents says a change in the price of Nandini Shubham Milk may lead to change in their consumption pattern.

19)Are you satisfied with the services provided by the nandini retailers


Vali

d

yes 66 66.0 73.3 73.3

no 24 24.0 26.7 100.0

Total 90 90.0 100.0


Tota

l

100 100.0


73% of the sample population is satisfied with the services provided by the

Nandini retailers.

27% of the sample population is not satisfied with the services provided by the

Nandini retailers.



This data shows that the majority of the people satisfied with the services provided

by the Nandini retailers.

20) Do you want to switch another brand


Valid yes 15 15.0 16.7 16.7

no 75 75.0 83.3 100.0

Total 90 90.0 100.0


Total 100 100.0


83% of the sample population is not want to change their brand

17% of the sample population is want to change their brand

This data shows that the most of the people do not want to shift to another brand.



21) Do you get the milk all the time (morning-night)


Valid yes 56 56.0 62.2 62.2

no 34 34.0 37.8 100.0

Total 90 90.0 100.0

Not purchased 10 10.0

Total 100 100.0

do you get the milk all the time (morning-night)

37.8%

62.2%

no

yes

Inference

From the above the graph it is clear that

62% of the respondents not getting the milk all the day( morning to night)



38% of the respondents getting the milk all the day( morning to night)

This data shows that most of the sample population is not getting the Nandini

Shubham Milk properly.

22) Rate the satisfaction level with respect to NSM compared to others


Valid 1 36 36.0 40.0 40.0

2 29 29.0 32.2 72.2

3 23 23.0 25.6 97.8

4 2 2.0 2.2 100.0

Total 90 90.0 100.0

Not purchased 10 10.0

Total 100 100.0




40% of the respondents are give 1 rank (very good) to the satisfaction level of Nandini Shubham Milk

32% of the respondents are give 2 rank (good) to the satisfaction level of Nandini Shubham Milk

26% of the respondents are give 3 rank (partial) to the satisfaction level of Nandini Shubham Milk

4% of the respondents are give 4 rank (bad) to the satisfaction level of Nandini Shubham Milk

This data shows that more number of respondents are satisfied with Shubham milk

23) If NSM is not available in your area’s retailer, will you wait till NSM is available or

shift others


Vali

d

wait 38 38.0 42.2 42.2

shift 52 52.0 57.8 100.0

Total 90 90.0 100.0


Tota

l

100 100.0




58% 0f the sample population is not wait for the Nandini Shubham Milk

42%0f the sample population is wait for the Nandini Shubham Milk

Majority of the respondents are shift to another brand if Nandini Shubham Milk is not

available.

24) Do you want any changes in the NSM


Valid yes 56 56.0 62.2 62.2

no 34 34.0 37.8 100.0

Total 90 90.0 100.0


Total 100 100.0

Inference

From the above the graph it is clear that



Nearly 62 %of the respondents wants changes in Nandini Shubham Milk

48% of the respondents do not wants changes in Nandini Shubham Milk

These data shows that most of the sample population wants changes in Nandini

Shubham Milk

25) Which factor of nandini shubham milk improve


Vali

d

packaging 17 17.0 26.6 26.6

contents 5 5.0 7.8 34.4

taste 3 3.0 4.7 39.1

others 39 39.0 60.9 100.0

Total 64 64.0 100.0

Not wanted changes 36 36.0

Tota

l

100 100.0



Inference From the above the graph 25 it is clear that

61% of the sample population wants change in other factors

26% of the sample population wants change in packaging

8% of the sample population wants change in content

5% of the sample population wants change in taste

These data shows that most of the sample population wants changes in other factors like supply, price, smell etc.

26) What is your overall opinion about the NSM


Vali

d

completely satisfied 21 21.0 23.3 23.3

satisfied 48 48.0 53.3 76.7

partial 18 18.0 20.0 96.7

not satisfied 3 3.0 3.3 100.0

Total 90 90.0 100.0


Tota

l

100 100.0



Inference From the above graph - it is clear that

53% of the customers overall opinion about Nandini Shubham Milk is satisfied

24% of the customers overall opinion about Nandini Shubham Milk is

completely satisfied

20% of the customers overall opinion about Nandini Shubham Milk is partial

3% of the customers overall opinion about Nandini Shubham Milk is not satisfied

These data shows that most of the sample population is satisfied with the Nandini

Shubham Milk.

FINDINGS

The overall project is mainly on study on consumer satisfaction level towards

Nandini Shubham Milk in Dharwad – Hubli city. In this project the major findings are as

follows

Most of the customers age is between 20-50 years

55% Males are purchasing milk

29% of the people are Job holders

28% of the respondents have below Rs5000 income

77% of the people are using branded milk.

42% of the people are taking (prefer) Nandini Milk

97% 0f the people are know about the Nandini Shubham Milk



33% of the people are know the Nandini Shubham Milk from 2 or more sources

25% the people are know Nandini Shubham Milk from the Family and Friends

90% of the people are purchased the Nandini Shubham Milk

51 % of the people are using Nandini Shubham Milk daily

37% of the people are taking milk from the Milk parlor

41% of the people are using 1Ltr Nadini Shubham Milk

43% of the people are influenced by the word of mouth factor




74% of the respondents give the 1 rate the Availability


49% of the respondents says that the availability of the Nandini Shubham Milk is

Good

1% of the respondents says that the availability of the Nandini Shubham

Milk is Bad

54% of the population sample is considered quality as parameter while buying

milk

93% of the people says there is no schemes are offered by the Nandini Shubham

Milk,

81% of the respondents reveals there is no discounts or offers given by the

retailers

79% of the respondents says that Nandini Shubham Milk is worth itself

44% of the respondents says the price of the Nandini Shubham Milk is High

47% of the sample population says YES that change in the Price may lead to

change in the consumption pattern of the milk.



73% of the sample population is satisfied with the services provided by the

Nandini retailers.

83% of the sample population is not want to change their brand

62% of the respondents not getting the milk all the day( morning to night)

40% of the respondents are give 1 rank (very good) to the satisfaction level of

Nandini Shubham Milk

32% of the respondents are give 2 rank (good) to the satisfaction level of Nandini

Shubham Milk

58% 0f the sample population is not wait for the Nandini Shubham Milk

Nearly 62 %of the respondents wants changes in Nandini Shubham Milk

61% of the sample population wants change in other factors price, supply,

packaging etc.

53% of the customers overall opinion about Nandini Shubham Milk is satisfied

24% of the customers overall opinion about Nandini Shubham Milk is

completely satisfied

Suggestions:

The overall project is mainly on study on consumer satisfaction level towards

Nandini Shubham Milk in Dharwad – Hubli city. In this project the major

suggestions are as follows:

The Nandini Shubham milk has to maintain the same quality and

ingredients of the milk.

The advertisement of the Nandini Shubham milk may be make more

attractive.

The supply of the milk may improve .It can provide the milk within the

time so that customer can get the fresh milk.

The packaging of the milk is not so attractive, it may change the label or

colour and make it more attractive.



The company needs to provide the milk to retailers on time and supply

them whenever they required immediately.

Company can provide the some offers, discounts, and home delivery etc to

the regular customers.

CONCLUSION I would conclude the project stating that the customers of the DHARWAD-

HUBLI City are satisfied with the Nandini Shubham Milk and they still needs good

offers and discounts as well as quality product in future days. The Nandini

Shubham Milk is a good product it can fulfill the requirement or expectation of the

customers. During the project I came to know about even though the most of

customers are satisfied with Shubham Milk but they are not purchasing it because

of reasons like non availability, price and some other reasons. Most of the

customers purchase milk which is available easily and don’t think about the brand

or quality. The retailers are also influencing them while purchasing milk. The



company maintain the same quality and apply some new improvements which may

help it to improve its market.

BIBILOGRAPHY

Book

Marketing Research

By A Parshurama, Dhruv Grewal and Krishna

By Tull Hawkins and Donald

Magazines

Indian Journal of MARKETING



Websites

kmf.com.inwww.Google.com

A N N E X U R E


http://www.Google.com/


Questionnaire Dear Sir/Madam,

Name: Address: --------------------------------------------------------------------------- ------------------------------------------------------------- --------------

----------------------------------------------------------------------------Contact Number :

Age: _______ Gender_______

Occupation:

a) Home makers b) Business c) Profession d) Others

Monthly Income [in Rs] a) Below 5000 b) 5000-15000 c)15000-25000 d) Above 250001) Do you purchase branded milk?



a) Yes b) No

3) Which are the brand do you normally prefer?

a) Nandini b) Arokya c) Srikrishna d) Bharat e) Others

4) Do you know about the Nandini Shubham Milk?

a) Yes b) No

If No Give Reason ______________

5) How did you come to know about the Nandini Shubham?

a) TV advertisement b) Newspaper c) Family & Friends

d) Doctors e) Others Please specify______________

6) Have you ever purchased Nandini Shubham Milk ?

a) Yes b) No

If No Give Reason ______________ go to the question no

7) When do you Purchase Nandini Shubham Milk?

a) Daily b) Weekly c) Whenever required

8) From which source do you want to get milk daily?

a) Milk Parlors b) Door Delivery c) Milk Agents d) Others

Others specify ___________________________________

9) What is your average consumption of Nandini Shubham Milk per Week?

a) 250ml b) 500ml c) 1 Ltr d) 2 Ltr e) more than 2 Ltr

10) Which the factor influence you to buy the Nandini Shubham Milk?

a) Advertisement b) Word of mouth

c) Availability d) Family Doctor

e) Others If others specify ___________________

11) Rate the following factors while purchasing Nandini Shubham Milk.

(1 is highest and 5 is lowest) Rating

Factors 1 2 3 4 5

Taste

Freshness

Packaging



Availability

Thickness

12) According to you, availability of Nandini Shubham Milk in your

Area’s retailers?

Very good Good Moderate Bad Very bad

13) According to you, which of the following parameter is important while purchasing?

Nandini Shubham Milk?

a) Brand b) cost 3) Quality d) Ingredients e) Fat content

14) Is there any schemes offered by Nandini, which influenced you to purchase Nandini

Milk?

a) Yes b) No

If YES specify _________________________________

15) Is there any discounts or other offers are given by the retailers?

a) Yes b) No

If YES mention_____________________________________

16) Do you think that the pricing of the Nandini Shubham Milk is worth of its

product?

a) Yes b) No

17) How do you rate the price of Nandini Shubham Milk compared to others?

High Moderate Competitive Affordable Low

18) Do you think a change in price may lead to change in consumption pattern of Nandini

Shubham Milk?

Definitely yes Yes Partial No Definitely not

19) Are you satisfied with the services provided by the Nandini Retailers?

a) Yes b) No If NO Give reason_________________

20 ) Do you want to switch to another brand?



a) Yes b) No

If YES give reason ________________________________________

21) Do you get the Milk all the time ? (Morning to Night)

a) Yes b) No

22) Rate the Satisfaction level with respect to Nandini Shubham Milk compared to

others

Completely Satisfied ___ ___ ___ ___ ___ Completely Unsatisfied

23) If Nandini Shubham Milk is not available in your area’s retailers, will you wait

till Nandini Shubham Milk is available or shift others?

a) Wait b) Shift

24) Do you want any changes in the Nandini Shubham Milk?

a) Yes b) No

If YES answer question No 25.

25) Which factor of Nandini Shubham Milk may improve?

a) Packaging b) Contents c) Taste d) Others

If others specify__________________________________

26) What is your over all opinion about the Nandini Shubham Milk

Completely satisfied Satisfied Partial Not satisfied completely not satisfied

27) Any suggestion for improvement of Nandini Shubham Milk:

_____________________________________________________________________

_____________________________________________________________________

_____________________________________________________________________

Thank You



Signature


a project report on consumer satisfaction level towards nadini shubham milk in dharwad-hubli city

Documents