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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
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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.
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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.
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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.
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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.
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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.
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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
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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.
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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.
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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.
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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.
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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.
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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
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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
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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.
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ORGNIZATION STRUCTER
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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
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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.
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THE STRUTCTR OF PROCURMENT AND INPUT DEPARTMENT
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Manager
Procurement wing Technical input wing
Deputy Manager
Assistant manager
Extension officers
Clerks
Helpers
Deputy Manager
Assistant manager
Clerks
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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.
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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.
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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.
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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
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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.
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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
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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
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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
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Deputy
Manager
Ass Manager Ass Manager
Quality Ass
Officer
(Chemicals)
Quality Ass
Officer
(Bacteriology
)
Quality AssLab Assistant Quality Analyst
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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
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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.
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Consumer perception and preference towards Nandini curd in Dharwad
Door to door survey.
New agents
Distribution Chart
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Raw Milk
Processing
Production
Milk Bi-product
Packing
Loading & Dispatching
Van drivers & Retailers
Store
Delivery boysConsumers
Agents &
Retailers
Marketing
(Orders)
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Structure of Marketing Department
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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
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Consumer perception and preference towards Nandini curd in Dharwad
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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.
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Structure of stores department
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Stores Superident
Stores Assistant(FDS)
Stores Assistant(GR-)
Helpers
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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
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Structure of Finished Goods Stores
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Dairy Operator
Dairy Worker
39
Assistant Manager
Accounts
Assistant
Market
Assistant
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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.
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The structure of Finance Department
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Deputy Manager
Assistant Manager
Assistant Accounts
Assistant Accounts
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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.
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Structure of Purchase Department
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Purchase officer
Purchase Superintendent
AssistantPurchaser
Helpers
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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.
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Structure of Administration Department
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Deputy Manager
Assistant
Manager
Administration
Superintendent
Ass Manager
(Personal)
Administration
Superintendent
Administration
Assistant
45
SecurityDepartmentCanteen
Time
Keeper
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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.
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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,
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Consumer perception and preference towards Nandini curd in Dharwad
Product Lines
Toned Milk
Homogenized Milk
Full Cream Milk
Good Life
Slim
Butter Milk
Shubham
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Consumer perception and preference towards Nandini curd in Dharwad
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.
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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.
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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.
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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.
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Consumer perception and preference towards Nandini curd in Dharwad
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.
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Consumer perception and preference towards Nandini curd in Dharwad
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.
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Consumer perception and preference towards Nandini curd in Dharwad
Are you aware of nandini curd?
FrequencyPercent ValidPercent
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.
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Consumer perception and preference towards Nandini curd in Dharwad
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.
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Consumer perception and preference towards Nandini curd in Dharwad
taste
Frequency Percent Valid Percent Cumulative Percent
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.
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Consumer perception and preference towards Nandini curd in Dharwad
availablity on time
Frequency Percent Valid Percent Cumulative Percent
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
highly satisfied 10 14.9 14.9 100.0
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
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Consumer perception and preference towards Nandini curd in Dharwad
packaging
Frequency Percent Valid Percent Cumulative Percent
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
highly satisfied 4 6.0 6.0 100.0
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.
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Consumer perception and preference towards Nandini curd in Dharwad
price
Frequency Percent Valid Percent Cumulative Percent
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
highly satisfied 1 1.5 1.5 100.0
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.
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Consumer perception and preference towards Nandini curd in Dharwad
smell
Frequency Percent Valid Percent Cumulative Percent
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
highly satisfied 7 10.4 10.4 100.0
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.
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Consumer perception and preference towards Nandini curd in Dharwad
How much promotional activity influencing you to buy the curd?
FrequencyPercent ValidPercent
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..
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Consumer perception and preference towards Nandini curd in Dharwad
Is Nandini curd available through out the day?
Frequency Percent Valid Percent Cumulative Percent
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.
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Consumer perception and preference towards Nandini curd in Dharwad
Is Nandini curd available in your nearest place?
Frequency Percent Valid Percent Cumulative Percent
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.
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Consumer perception and preference towards Nandini curd in Dharwad
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?
Frequency Percent Valid Percent Cumulative Percent
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Consumer perception and preference towards Nandini curd in Dharwad
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
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Consumer perception and preference towards Nandini curd in Dharwad
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
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Consumer perception and preference towards Nandini curd in Dharwad
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
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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.
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Consumer perception and preference towards Nandini curd in Dharwad
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).
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Consumer perception and preference towards Nandini curd in Dharwad
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 [ ]
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Consumer perception and preference towards Nandini curd in Dharwad
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
.............
.
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Consumer perception and preference towards Nandini curd in Dharwad
BIBLIOGRAPHY
BOOKS:
Consumer Behavior --- Leon G. Schiffman
Parushuraman
Magazines:
Business Week
Business World
Economic Times
Websites:
www.google.com.