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Consumer perception and preference towards Nandini curd in Dharwad




Babasabpatilfreepptmba.com                                           1
Consumer perception and preference towards Nandini curd in Dharwad




   Sl.NO.                          Contents                          Page
                                                                     No

   01                        EXECUTIVE SUMMARY                       01-02


   02                        INDUSTRIAL PROFILE                      03-11


   03                         COMPANY PROFILE                        12-43


   04                    RESEARCH METHODOLOGY                        44-45


   05                DATE COLLECTION METHODOLOGY                     46-47


   06                 ANALYSIS AND INTREPRETATION                    48-65


   07                              FINDINGS                          66


   08                            SUGGESTIONS                         67


   09                            CONCLUSION                          68


   10                           BIBLIOGRAPHY                         69


   11                            APPENDICES                          70-72




Babasabpatilfreepptmba.com                                                   2
Consumer perception and preference towards Nandini curd in Dharwad




                                      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 producer’s co-operative union limited was formally set up. Started in
an ambitious way, the dairy production capacity was 200 thousand ltr’s per day, over the
years the average procurement has been between 65 to 85 thousand ltr’s per day, and the
average sale has been around 50 to 55 thousand ltr’s 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
unique program 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.




Babasabpatilfreepptmba.com                                                                   3
Consumer perception and preference towards Nandini curd in Dharwad



       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.




Babasabpatilfreepptmba.com                                                                  4
Consumer perception and preference towards Nandini curd in Dharwad



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.


              India’s 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 India’s 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.



Babasabpatilfreepptmba.com                                                                  5
Consumer perception and preference towards Nandini curd in Dharwad




                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 society’s registration act and the Public trust act, having its
head office at Anand, Gujarat.




Babasabpatilfreepptmba.com                                                                 6
Consumer perception and preference towards Nandini curd in Dharwad



                   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 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.


Babasabpatilfreepptmba.com                                                                 7
Consumer perception and preference towards Nandini curd in Dharwad



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




Babasabpatilfreepptmba.com                                                              8
Consumer perception and preference towards Nandini curd in Dharwad



                    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.




Babasabpatilfreepptmba.com                                                                9
Consumer perception and preference towards Nandini curd in Dharwad



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 at
                   right 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
                   class people.

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

               •   To facilitate rural development by providing opportunities for self
                   development 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.




Babasabpatilfreepptmba.com                                                            10
Consumer perception and preference towards Nandini curd in Dharwad




Babasabpatilfreepptmba.com                                           11
Consumer perception and preference towards Nandini curd in Dharwad



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.




Babasabpatilfreepptmba.com                                                                 12
Consumer perception and preference towards Nandini curd in Dharwad



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.




Babasabpatilfreepptmba.com                                                                  13
Consumer perception and preference towards Nandini curd in Dharwad




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 producer’s co-operative societies earning profit.
   •   At present on an average of Rs. 205 lakhs is paid per day to milk producers.




Babasabpatilfreepptmba.com                                                            14
Consumer perception and preference towards Nandini curd in Dharwad



                                 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




Babasabpatilfreepptmba.com                                                            15
Consumer perception and preference towards Nandini curd in Dharwad


                             DHARWAD MILK UNION
Location                     Lakmanahalli, industrial area, Dharwad
Share capital                3 crores by members and 2 crores by government of
                             Karnataka
Plant 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                 5
Total 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 460 socities
village level



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


Babasabpatilfreepptmba.com                                                             16
Consumer perception and preference towards Nandini curd in Dharwad


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.




Babasabpatilfreepptmba.com                                                           17
Consumer perception and preference towards Nandini curd in Dharwad



                       ORGNIZATION STRUCTER



                                         President
                                         President




   Director
   Director        Director
                   Director              Director
                                         Director      Director
                                                       Director      Director
                                                                      Director
    (Govt)
     (Govt)         (Govt ))
                     (Govt                (DCS)
                                           (DCS)       (NDDB)
                                                        (NDDB)       (Society)
                                                                      (Society)




                                   Managing Director
                                   Managing Director



   Procurement
   Procurement      Product president
                     Product president    Marketing
                                          Marketing                       Finance
                                                                          Finance
      Dept
      Dept              Director
                         Director          Dept
                                            Dept        Adm Dept
                                                        Adm Dept           Dept
                                                                            Dept



                         Quality
                         Quality             F.G.S &
                                             F.G.S &                    Accounts &
                                                                        Accounts &
    Transport
    Transport            Control              Stores       M.I.S.
                                                           M.I.S.
                         Control              Stores                     Purchase
                                                                         Purchase




Babasabpatilfreepptmba.com                                                        18
Consumer perception and preference towards Nandini curd in Dharwad



                                       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 fat content 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.




Babasabpatilfreepptmba.com                                                                19
Consumer perception and preference towards Nandini curd in Dharwad



 THE STRUTCTR OF PROCURMENT AND INPUT DEPARTMENT




                      Manager


  Procurement wing              Technical input wing


  Deputy Manager                  Deputy Manager


                  Assistant manager              Assistant manager



                                 Extension officers                  Clerks



                                                       Clerks


                                                       Helpers




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Consumer perception and preference towards Nandini curd in Dharwad



                 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 to
upgrade 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 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 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.




Babasabpatilfreepptmba.com                                                                21
Consumer perception and preference towards Nandini curd in Dharwad



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




        Karnataka’s most favorite milk. Nandini toned fresh and pure milk containing
3.0% FAT & 8.5% SNF, available 500 ml & 1 liter pack


SHUBHAM




        Buffalo’s 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.




Babasabpatilfreepptmba.com                                                            22
Consumer perception and preference towards Nandini curd in Dharwad



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.



Babasabpatilfreepptmba.com                                                                   23
Consumer perception and preference towards Nandini curd in Dharwad



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




Babasabpatilfreepptmba.com                                                               24
Consumer perception and preference towards Nandini curd in Dharwad


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.




Babasabpatilfreepptmba.com                                                                 25
Consumer perception and preference towards Nandini curd in Dharwad



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




Babasabpatilfreepptmba.com                                                   26
Consumer perception and preference towards Nandini curd in Dharwad


                     MANAGER
                     MANAGER

Deputy manager
Deputy manager                           Office staff
                                         Office staff

                                                       Assistant(account
                                                       Assistant(account
Assistant manager
Assistant manager         Assistant (stores)
                          Assistant (stores)
                                                               ))

             Technical officer
             Technical officer                 Clerk
                                               Clerk                      Typist
                                                                          Typist


                           Senior supervisor
                          Senior supervisor


                                        Junior supervisor
                                       Junior supervisor


                                                       Dairy operation
                                                       Dairy operation


                                                       Dairy technician
                                                       Dairy technician


                                                         Dairy worker
                                                         Dairy worker




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Consumer perception and preference towards Nandini curd in Dharwad



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.
                                           If milk is curdles soon after boiling milk is
 Clot on boiling                           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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Consumer perception and preference towards Nandini curd in Dharwad




                                       Deputy

                                       Manager


    Ass Manager                                                      Ass Manager


    Quality Ass                                                      Quality Ass
       Officer                                                          Officer
    (Chemicals)                                                      (Bacteriology
                                                                     )
 Lab Assistant               Quality Ass                             Quality Analyst




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Consumer perception and preference towards Nandini curd in Dharwad



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.
           •   Consumer’s grievances redressed.
           •   Need based marketing.
           •   To take up defense supplies.

Operating Areas
      DMU’s 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



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Consumer perception and preference towards Nandini curd in Dharwad


                    •   Gopal
                    •   Loose venders, etc


Promotional activities
       To over come from neck- to –neck competition, different promotional activities are
fallowed. 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.



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Consumer perception and preference towards Nandini curd in Dharwad


             •   Cross functional teams.
             •   New area visits.
             •   Door to door survey.
             •   New agents


Distribution Chart




                              Raw Milk



                              Processing


                           Production




      Milk                                      Bi-product




                              Packing                           Marketing
                                                                (Orders)

                              Store


                     Loading & Dispatching


                    Van drivers & Retailers


                              Agents &
                              Retailers


          Consumers                           Delivery boys


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Consumer perception and preference towards Nandini curd in Dharwad




Babasabpatilfreepptmba.com                                           33
Trans
portQ
uality   Consumer perception and preference towards Nandini curd in Dharwad
FCont



         Structure of Marketing Department




                                          Manager




                      Deputy Manger                         Deputy Manager
                      (Accounts/Audit)                      (Sales/ Production)



                     Assistant                              Assistant Manager
                     Manager                                (Tech.officer)




                     Supervisor                             Supervisor
                     (FGs/Stores)



                     Market Assistant                       Market Assistant




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Consumer perception and preference towards Nandini curd in Dharwad




Babasabpatilfreepptmba.com                                           35
Consumer perception and preference towards Nandini curd in Dharwad



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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Consumer perception and preference towards Nandini curd in Dharwad



Structure of stores department




                   Stores Superident




                    Stores Assistant
                          (FDS)



                    Stores Assistant
                         (GR-)



                    Helpers




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Consumer perception and preference towards Nandini curd in Dharwad



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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Consumer perception and preference towards Nandini curd in Dharwad



Structure of Finished Goods Stores


                                     Assistant Manager




                      Market                                  Accounts
                      Assistant                               Assistant



                                     Dairy Operator



                                    Dairy Worker




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Consumer perception and preference towards Nandini curd in Dharwad



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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Consumer perception and preference towards Nandini curd in Dharwad



The structure of Finance Department



                              Deputy Manager




                              Assistant Manager




                              Assistant Accounts




                              Assistant Accounts




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Consumer perception and preference towards Nandini curd in Dharwad



Purchase Department


       It is sub department which comes under finance department. The main work of this
department 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.




Babasabpatilfreepptmba.com                                                               42
Consumer perception and preference towards Nandini curd in Dharwad



Structure of Purchase Department



                                  Purchase officer




                             Purchase Superintendent




                                   Assistant
                                   Purchaser




                                      Helpers




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Consumer perception and preference towards Nandini curd in Dharwad



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.




Babasabpatilfreepptmba.com                                                         44
Consumer perception and preference towards Nandini curd in Dharwad



Structure of Administration Department


                              Deputy Manager




                Assistant                        Ass Manager
                Manager                           (Personal)



             Administration                    Administration
             Superintendent                    Superintendent



            Administration
             Assistant
                                                                     Security
                                     Time             Canteen        Department
                                     Keeper




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Consumer perception and preference towards Nandini curd in Dharwad



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.




Babasabpatilfreepptmba.com                                                           46
Consumer perception and preference towards Nandini curd in Dharwad



                                  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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Consumer perception and preference towards Nandini curd in Dharwad



                                 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 to
include 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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Consumer perception and preference towards Nandini curd in Dharwad



                           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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Consumer perception and preference towards Nandini curd in Dharwad




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: Children’s 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, views
about, 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?

                                   Frequenc   Percent   Valid     Cumulati
                                   y                    Percent   ve Percent
                Valid    nandini   70         70.0      70.0      70.0
                         aditya    16         16.0      16.0      86.0
                         Ram       9          9.0       9.0       95.0
                         rahim
                         shrikrishn 5         5.0       5.0       100.0
                         a
                         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.




Babasabpatilfreepptmba.com                                                            53
Consumer perception and preference towards Nandini curd in Dharwad




     Which brand of curd do you prefer?

                        Frequency Percent Valid Percent Cumulative Percent

            Nandini     59           59.0     59.0            59.0
            Aditya      22           22.0     22.0            81.0
     Valid 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, and remaining 8% of respondents prefer other curd.


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




Babasabpatilfreepptmba.com                                                            54
Consumer perception and preference towards Nandini curd in Dharwad




                          Frequency Percent Valid Percent Cumulative Percent

            brand name 12              12.0     12.0           12.0
            Quality       43           43.0     43.0           55.0
            Price         10           10.0     10.0           65.0
    Valid
            thickness     19           19.0     19.0           84.0
            Taste         16           16.0     16.0           100.0
            Total         100          100.0    100.0




ANALYSIS:
               The above table and graph indicates that, 43% of respondents are consider
quality while buying curd, 19% of respondents are consider thickness while buying curd,
16%, 12%,10% respondents are consider taste, brand name, price, while buying curd
respectively




INTEERPRETATION:
            By analysis we can interprets that nearly half of the respondents are consider
quality while buying curd.




Babasabpatilfreepptmba.com                                                             55
Consumer perception and preference towards Nandini curd in Dharwad




                Are you aware of nandini curd?
                              Frequenc Percent     Valid     Cumulati
                              y                    Percent   ve 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.




Babasabpatilfreepptmba.com                                                        56
Consumer perception and preference towards Nandini curd in Dharwad




                      Are you satisfied with the quality of nandini curd?
                                  Frequen Percent Valid             Cumulat
                                  cy                     Percent ive
                                                                    Percent
             Valid     yes        67          95.7       95.7       95.7
                       no         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.




Babasabpatilfreepptmba.com                                                            57
Consumer perception and preference towards Nandini curd in Dharwad



  taste

                              Frequency Percent Valid Percent Cumulative Percent

          not at all satisfied 4          6.0       6.0             6.0
          not satisfied       16          23.9      23.9            29.9
          Moderate            27          40.3      40.3            70.1
  Valid
          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.




Babasabpatilfreepptmba.com                                                               58
Consumer perception and preference towards Nandini curd in Dharwad




  availablity

                              Frequency Percent Valid Percent Cumulative Percent

          not at all satisfied 6           9.0     9.0             9.0
          not satisfied       23           34.3    34.3            43.3
          Moderate            13           19.4    19.4            62.7
  Valid
          Satisfied           21           31.3    31.3            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, 34.3% of respondents are not
satisfied with availability NANDINI curd, 31.3%of respondents are satisfied, 19.4%
moderate, 9% of respondents not at all satisfied, only 6% of respondents are highly
satisfied with the availability of Nandini curd.


INTEERPRETATION:
            By analysis we can interprets that, 34.3% of respondents are not satisfied with
availability of NANDINI curd.




Babasabpatilfreepptmba.com                                                              59
Consumer perception and preference towards Nandini curd in Dharwad




  availablity on time

                              Frequency Percent Valid Percent Cumulative Percent

          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
  Valid
          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

         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
 Valid
         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.




Babasabpatilfreepptmba.com                                                           61
Consumer perception and preference towards Nandini curd in Dharwad




 price

                             Frequency Percent Valid Percent Cumulative Percent

         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
 Valid
         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.



Babasabpatilfreepptmba.com                                                             62
Consumer perception and preference towards Nandini curd in Dharwad




  smell

                             Frequency Percent Valid Percent Cumulative Percent

          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
  Valid
          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.




Babasabpatilfreepptmba.com                                                            63
Consumer perception and preference towards Nandini curd in Dharwad



        Are the promotional activities influenced you to buy the curd?

                      Frequency Percent Valid Percent Cumulative Percent

               yes    57           57.0     57.0            57.0
        Valid no      43           43.0     43.0            100.0
               Total 100           100.0    100.0




ANALYSIS:
             The above table and graph indicates that, 57% of respondents are say’s that
promotional activities are influencining while buying curd, and remaining 43%
respondents say’s that promotional activities did not influencing while buying curd.


INTEERPRETATION:

       By analysis we can interprets that, more than half of the respondents are say’s
promotional activities are influencing while buying




Babasabpatilfreepptmba.com                                                             64
Consumer perception and preference towards Nandini curd in Dharwad



                    How much promotional activity influencing you to buy the curd?
                               Frequenc Percent Valid          Cumulati
                               y                    Percent ve Percent
              Valid   0-24     13        22.8       22.8       22.8
                      25-49    19        33.3       33.3       56.1
                      50-74    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 say’s that
25 to 49% promotional activities influenced to buy the curd, 29.8% of respondents say’s
50 to 74%, 22.8% of respondents say’s 0-24, and 14% of respondents say’s that 75 to
100% of promotional activities influenced while buying curd.


INTEERPRETATION:
          By analysis we can interprets that, 33.3% respondents are say’s that 25 to 49%
promotional activities influenced while buying curd..




Babasabpatilfreepptmba.com                                                           65
Consumer perception and preference towards Nandini curd in Dharwad




     Which promotional activities influencing you to buy the curd

                         Frequency Percent Valid Percent Cumulative Percent

            friends      33           33.0     33.0           33.0
            newspaper 8               8.0      8.0            41.0
     Valid banner        27           27.0     27.0           68.0
            others       32           32.0     32.0           100.0
            Total        100          100.0    100.0




ANALYSIS:
             The above table and graph indicates that, friends are influenced to buy curd
38%, others 32%, banners 27%, news papers 8%, influenced while buying curd.


INTEERPRETATION:
             By analysis we can interprets that, while buying curd less than half of the
promotional activities influenced to buy the curd.




Babasabpatilfreepptmba.com                                                            66
Consumer perception and preference towards Nandini curd in Dharwad




        Is Nandini curd available through out the day?

                      Frequency Percent Valid Percent Cumulative Percent

               yes    59          59.0     59.0           59.0
        Valid 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 say’s that
nandini curd available through out the, remaining 41% are say’s nadini curd will not
available through out the day.


INTEERPRETATION:
           By analysis we can interprets that 50% of respondents are say’s Nandini curd
available through out day.




Babasabpatilfreepptmba.com                                                           67
Consumer perception and preference towards Nandini curd in Dharwad



        Is Nandini curd available in your nearest place?

                       Frequency Percent Valid Percent Cumulative Percent

                yes    63          63.0       63.0          63.0
        Valid no       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 say’s that
nandini curd available nearest place, remaining 37% are saying’s nadini curd will not
available there nearest place.


INTEERPRETATION:
            By analysis we can interprets that more than half of the respondents are say’s
Nandini curd available there nearest place.




Babasabpatilfreepptmba.com                                                             68
Consumer perception and preference towards Nandini curd in Dharwad


Which problems do you faced towards Nandini curd?
                                                       Valid          Cumulative
                                   Frequency Percent
                                                       Percent        Percent
      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
Valid curd will       not    set
                                   16         16.0     16.0           81.0
      properly
      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 say’s that
                                                                              Nandini curd
                                                                              have     loose
                                                                              body,     26%
say’s nandini have extremely sure, 19% of respondents say’s loose body, sure, 16%will
not set properly, whey separation, and 9% respondents say’s whey separation.


INTEERPRETATION:
            By analysis we can interprets that, nearer to half of the respondents are say’s
Nandini curd have loose body and not thick.




        Do you expect door delivery service for Nandini curd?
                      Frequency Percent Valid Percent Cumulative Percent



Babasabpatilfreepptmba.com                                                                  69
Consumer perception and preference towards Nandini curd in Dharwad



                yes   74          74.0     74.0            74.0
        Valid 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 didn’t expect door
delivery service.


INTEERPRETATION:
           By analysis we can interprets that, most of the respondents are expecting door
delivery service from Nandini curd.




Findings




Babasabpatilfreepptmba.com                                                            70
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



Babasabpatilfreepptmba.com                                                              71
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



Babasabpatilfreepptmba.com                                                          72
Consumer perception and preference towards Nandini curd in Dharwad


       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.




Babasabpatilfreepptmba.com                                                                 73
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, 7
   Are 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).




Babasabpatilfreepptmba.com                                                          74
Consumer perception and preference towards Nandini curd in Dharwad


                          Not at all          Not Moderate          Satisfied   Highly
Parameters                Satisfied    Satisfied                                Satisfied


1) Taste


2) Price


3) Smell


4) Packaging


5) Availability in
   desired 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, 9
  How 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 thick
    c) Extremely sore d) Curd will not be properly set

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


Babasabpatilfreepptmba.com                                                                  75
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……

………………………………………………………………………………………………

………………………………………………………………………………………............
.

………………………………………………………………………………………


                                         .




Babasabpatilfreepptmba.com                                                 76
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.




Babasabpatilfreepptmba.com                                           77

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

  • 1. Consumer perception and preference towards Nandini curd in Dharwad Babasabpatilfreepptmba.com 1
  • 2. Consumer perception and preference towards Nandini curd in Dharwad Sl.NO. Contents Page No 01 EXECUTIVE SUMMARY 01-02 02 INDUSTRIAL PROFILE 03-11 03 COMPANY PROFILE 12-43 04 RESEARCH METHODOLOGY 44-45 05 DATE COLLECTION METHODOLOGY 46-47 06 ANALYSIS AND INTREPRETATION 48-65 07 FINDINGS 66 08 SUGGESTIONS 67 09 CONCLUSION 68 10 BIBLIOGRAPHY 69 11 APPENDICES 70-72 Babasabpatilfreepptmba.com 2
  • 3. Consumer perception and preference towards Nandini curd in Dharwad 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 producer’s co-operative union limited was formally set up. Started in an ambitious way, the dairy production capacity was 200 thousand ltr’s per day, over the years the average procurement has been between 65 to 85 thousand ltr’s per day, and the average sale has been around 50 to 55 thousand ltr’s 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 unique program 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. Babasabpatilfreepptmba.com 3
  • 4. Consumer perception and preference towards Nandini curd in Dharwad 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. Babasabpatilfreepptmba.com 4
  • 5. Consumer perception and preference towards Nandini curd in Dharwad 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. India’s 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 India’s 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. Babasabpatilfreepptmba.com 5
  • 6. Consumer perception and preference towards Nandini curd in Dharwad 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 society’s registration act and the Public trust act, having its head office at Anand, Gujarat. Babasabpatilfreepptmba.com 6
  • 7. Consumer perception and preference towards Nandini curd in Dharwad 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 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. Babasabpatilfreepptmba.com 7
  • 8. Consumer perception and preference towards Nandini curd in Dharwad 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 Babasabpatilfreepptmba.com 8
  • 9. Consumer perception and preference towards Nandini curd in Dharwad 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. Babasabpatilfreepptmba.com 9
  • 10. Consumer perception and preference towards Nandini curd in Dharwad 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 at right 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 class people. • To provide assured market for milk produced/supplied by farmers. • To facilitate rural development by providing opportunities for self development 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. Babasabpatilfreepptmba.com 10
  • 11. Consumer perception and preference towards Nandini curd in Dharwad Babasabpatilfreepptmba.com 11
  • 12. Consumer perception and preference towards Nandini curd in Dharwad 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. Babasabpatilfreepptmba.com 12
  • 13. Consumer perception and preference towards Nandini curd in Dharwad 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. Babasabpatilfreepptmba.com 13
  • 14. Consumer perception and preference towards Nandini curd in Dharwad 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 producer’s co-operative societies earning profit. • At present on an average of Rs. 205 lakhs is paid per day to milk producers. Babasabpatilfreepptmba.com 14
  • 15. Consumer perception and preference towards Nandini curd in Dharwad 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 Babasabpatilfreepptmba.com 15
  • 16. Consumer perception and preference towards Nandini curd in Dharwad DHARWAD MILK UNION Location Lakmanahalli, industrial area, Dharwad Share capital 3 crores by members and 2 crores by government of Karnataka Plant 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 5 Total 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 460 socities village level 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 Babasabpatilfreepptmba.com 16
  • 17. Consumer perception and preference towards Nandini curd in Dharwad 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. Babasabpatilfreepptmba.com 17
  • 18. Consumer perception and preference towards Nandini curd in Dharwad ORGNIZATION STRUCTER President President Director Director Director Director Director Director Director Director Director Director (Govt) (Govt) (Govt )) (Govt (DCS) (DCS) (NDDB) (NDDB) (Society) (Society) Managing Director Managing Director Procurement Procurement Product president Product president Marketing Marketing Finance Finance Dept Dept Director Director Dept Dept Adm Dept Adm Dept Dept Dept Quality Quality F.G.S & F.G.S & Accounts & Accounts & Transport Transport Control Stores M.I.S. M.I.S. Control Stores Purchase Purchase Babasabpatilfreepptmba.com 18
  • 19. Consumer perception and preference towards Nandini curd in Dharwad 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 fat content 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. Babasabpatilfreepptmba.com 19
  • 20. Consumer perception and preference towards Nandini curd in Dharwad THE STRUTCTR OF PROCURMENT AND INPUT DEPARTMENT Manager Procurement wing Technical input wing Deputy Manager Deputy Manager Assistant manager Assistant manager Extension officers Clerks Clerks Helpers Babasabpatilfreepptmba.com 20
  • 21. Consumer perception and preference towards Nandini curd in Dharwad 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 to upgrade 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 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 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. Babasabpatilfreepptmba.com 21
  • 22. Consumer perception and preference towards Nandini curd in Dharwad 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 Karnataka’s most favorite milk. Nandini toned fresh and pure milk containing 3.0% FAT & 8.5% SNF, available 500 ml & 1 liter pack SHUBHAM Buffalo’s 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. Babasabpatilfreepptmba.com 22
  • 23. Consumer perception and preference towards Nandini curd in Dharwad 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. Babasabpatilfreepptmba.com 23
  • 24. Consumer perception and preference towards Nandini curd in Dharwad 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 Babasabpatilfreepptmba.com 24
  • 25. Consumer perception and preference towards Nandini curd in Dharwad 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. Babasabpatilfreepptmba.com 25
  • 26. Consumer perception and preference towards Nandini curd in Dharwad 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 Babasabpatilfreepptmba.com 26
  • 27. Consumer perception and preference towards Nandini curd in Dharwad MANAGER MANAGER Deputy manager Deputy manager Office staff Office staff Assistant(account Assistant(account Assistant manager Assistant manager Assistant (stores) Assistant (stores) )) Technical officer Technical officer Clerk Clerk Typist Typist Senior supervisor Senior supervisor Junior supervisor Junior supervisor Dairy operation Dairy operation Dairy technician Dairy technician Dairy worker Dairy worker Babasabpatilfreepptmba.com 27
  • 28. Consumer perception and preference towards Nandini curd in Dharwad 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. If milk is curdles soon after boiling milk is Clot on boiling 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 Babasabpatilfreepptmba.com 28
  • 29. Consumer perception and preference towards Nandini curd in Dharwad Deputy Manager Ass Manager Ass Manager Quality Ass Quality Ass Officer Officer (Chemicals) (Bacteriology ) Lab Assistant Quality Ass Quality Analyst Babasabpatilfreepptmba.com 29
  • 30. Consumer perception and preference towards Nandini curd in Dharwad 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. • Consumer’s grievances redressed. • Need based marketing. • To take up defense supplies. Operating Areas DMU’s 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 Babasabpatilfreepptmba.com 30
  • 31. Consumer perception and preference towards Nandini curd in Dharwad • Gopal • Loose venders, etc Promotional activities To over come from neck- to –neck competition, different promotional activities are fallowed. 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. Babasabpatilfreepptmba.com 31
  • 32. Consumer perception and preference towards Nandini curd in Dharwad • Cross functional teams. • New area visits. • Door to door survey. • New agents Distribution Chart Raw Milk Processing Production Milk Bi-product Packing Marketing (Orders) Store Loading & Dispatching Van drivers & Retailers Agents & Retailers Consumers Delivery boys Babasabpatilfreepptmba.com 32
  • 33. Consumer perception and preference towards Nandini curd in Dharwad Babasabpatilfreepptmba.com 33
  • 34. Trans portQ uality Consumer perception and preference towards Nandini curd in Dharwad FCont Structure of Marketing Department Manager Deputy Manger Deputy Manager (Accounts/Audit) (Sales/ Production) Assistant Assistant Manager Manager (Tech.officer) Supervisor Supervisor (FGs/Stores) Market Assistant Market Assistant Babasabpatilfreepptmba.com 34
  • 35. Consumer perception and preference towards Nandini curd in Dharwad Babasabpatilfreepptmba.com 35
  • 36. Consumer perception and preference towards Nandini curd in Dharwad 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. Babasabpatilfreepptmba.com 36
  • 37. Consumer perception and preference towards Nandini curd in Dharwad Structure of stores department Stores Superident Stores Assistant (FDS) Stores Assistant (GR-) Helpers Babasabpatilfreepptmba.com 37
  • 38. Consumer perception and preference towards Nandini curd in Dharwad 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 Babasabpatilfreepptmba.com 38
  • 39. Consumer perception and preference towards Nandini curd in Dharwad Structure of Finished Goods Stores Assistant Manager Market Accounts Assistant Assistant Dairy Operator Dairy Worker Babasabpatilfreepptmba.com 39
  • 40. Consumer perception and preference towards Nandini curd in Dharwad 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. Babasabpatilfreepptmba.com 40
  • 41. Consumer perception and preference towards Nandini curd in Dharwad The structure of Finance Department Deputy Manager Assistant Manager Assistant Accounts Assistant Accounts Babasabpatilfreepptmba.com 41
  • 42. Consumer perception and preference towards Nandini curd in Dharwad Purchase Department It is sub department which comes under finance department. The main work of this department 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. Babasabpatilfreepptmba.com 42
  • 43. Consumer perception and preference towards Nandini curd in Dharwad Structure of Purchase Department Purchase officer Purchase Superintendent Assistant Purchaser Helpers Babasabpatilfreepptmba.com 43
  • 44. Consumer perception and preference towards Nandini curd in Dharwad 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. Babasabpatilfreepptmba.com 44
  • 45. Consumer perception and preference towards Nandini curd in Dharwad Structure of Administration Department Deputy Manager Assistant Ass Manager Manager (Personal) Administration Administration Superintendent Superintendent Administration Assistant Security Time Canteen Department Keeper Babasabpatilfreepptmba.com 45
  • 46. Consumer perception and preference towards Nandini curd in Dharwad 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. Babasabpatilfreepptmba.com 46
  • 47. Consumer perception and preference towards Nandini curd in Dharwad 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, Babasabpatilfreepptmba.com 47
  • 48. Consumer perception and preference towards Nandini curd in Dharwad Product Lines • Toned Milk • Homogenized Milk • Full Cream Milk • Good Life • Slim • Butter Milk • Shubham • Babasabpatilfreepptmba.com 48
  • 49. 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. Babasabpatilfreepptmba.com 49
  • 50. Consumer perception and preference towards Nandini curd in Dharwad 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 to include 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. Babasabpatilfreepptmba.com 50
  • 51. Consumer perception and preference towards Nandini curd in Dharwad 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. Babasabpatilfreepptmba.com 51
  • 52. Consumer perception and preference towards Nandini curd in Dharwad 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: Children’s 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, views about, Nandini curd. Personal interview technique was selected to gather information by respondents. Babasabpatilfreepptmba.com 52
  • 53. Consumer perception and preference towards Nandini curd in Dharwad Analysis and interpretation Which of these brands of curd do you aware? Frequenc Percent Valid Cumulati y Percent ve Percent Valid nandini 70 70.0 70.0 70.0 aditya 16 16.0 16.0 86.0 Ram 9 9.0 9.0 95.0 rahim shrikrishn 5 5.0 5.0 100.0 a 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. Babasabpatilfreepptmba.com 53
  • 54. Consumer perception and preference towards Nandini curd in Dharwad Which brand of curd do you prefer? Frequency Percent Valid Percent Cumulative Percent Nandini 59 59.0 59.0 59.0 Aditya 22 22.0 22.0 81.0 Valid 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, and remaining 8% of respondents prefer other curd. INTEERPRETATION: By analysis we can interprets that half of the respondents are prefer NANDINI curd. Babasabpatilfreepptmba.com 54
  • 55. Consumer perception and preference towards Nandini curd in Dharwad Frequency Percent Valid Percent Cumulative Percent brand name 12 12.0 12.0 12.0 Quality 43 43.0 43.0 55.0 Price 10 10.0 10.0 65.0 Valid thickness 19 19.0 19.0 84.0 Taste 16 16.0 16.0 100.0 Total 100 100.0 100.0 ANALYSIS: The above table and graph indicates that, 43% of respondents are consider quality while buying curd, 19% of respondents are consider thickness while buying curd, 16%, 12%,10% respondents are consider taste, brand name, price, while buying curd respectively INTEERPRETATION: By analysis we can interprets that nearly half of the respondents are consider quality while buying curd. Babasabpatilfreepptmba.com 55
  • 56. Consumer perception and preference towards Nandini curd in Dharwad Are you aware of nandini curd? Frequenc Percent Valid Cumulati y Percent ve 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. Babasabpatilfreepptmba.com 56
  • 57. Consumer perception and preference towards Nandini curd in Dharwad Are you satisfied with the quality of nandini curd? Frequen Percent Valid Cumulat cy Percent ive Percent Valid yes 67 95.7 95.7 95.7 no 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. Babasabpatilfreepptmba.com 57
  • 58. Consumer perception and preference towards Nandini curd in Dharwad taste Frequency Percent Valid Percent Cumulative Percent not at all satisfied 4 6.0 6.0 6.0 not satisfied 16 23.9 23.9 29.9 Moderate 27 40.3 40.3 70.1 Valid 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. Babasabpatilfreepptmba.com 58
  • 59. Consumer perception and preference towards Nandini curd in Dharwad availablity Frequency Percent Valid Percent Cumulative Percent not at all satisfied 6 9.0 9.0 9.0 not satisfied 23 34.3 34.3 43.3 Moderate 13 19.4 19.4 62.7 Valid Satisfied 21 31.3 31.3 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, 34.3% of respondents are not satisfied with availability NANDINI curd, 31.3%of respondents are satisfied, 19.4% moderate, 9% of respondents not at all satisfied, only 6% of respondents are highly satisfied with the availability of Nandini curd. INTEERPRETATION: By analysis we can interprets that, 34.3% of respondents are not satisfied with availability of NANDINI curd. Babasabpatilfreepptmba.com 59
  • 60. Consumer perception and preference towards Nandini curd in Dharwad availablity on time Frequency Percent Valid Percent Cumulative Percent 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 Valid 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 Babasabpatilfreepptmba.com 60
  • 61. Consumer perception and preference towards Nandini curd in Dharwad packaging Frequency Percent Valid Percent Cumulative Percent 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 Valid 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. Babasabpatilfreepptmba.com 61
  • 62. Consumer perception and preference towards Nandini curd in Dharwad price Frequency Percent Valid Percent Cumulative Percent 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 Valid 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. Babasabpatilfreepptmba.com 62
  • 63. Consumer perception and preference towards Nandini curd in Dharwad smell Frequency Percent Valid Percent Cumulative Percent 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 Valid 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. Babasabpatilfreepptmba.com 63
  • 64. Consumer perception and preference towards Nandini curd in Dharwad Are the promotional activities influenced you to buy the curd? Frequency Percent Valid Percent Cumulative Percent yes 57 57.0 57.0 57.0 Valid no 43 43.0 43.0 100.0 Total 100 100.0 100.0 ANALYSIS: The above table and graph indicates that, 57% of respondents are say’s that promotional activities are influencining while buying curd, and remaining 43% respondents say’s that promotional activities did not influencing while buying curd. INTEERPRETATION: By analysis we can interprets that, more than half of the respondents are say’s promotional activities are influencing while buying Babasabpatilfreepptmba.com 64
  • 65. Consumer perception and preference towards Nandini curd in Dharwad How much promotional activity influencing you to buy the curd? Frequenc Percent Valid Cumulati y Percent ve Percent Valid 0-24 13 22.8 22.8 22.8 25-49 19 33.3 33.3 56.1 50-74 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 say’s that 25 to 49% promotional activities influenced to buy the curd, 29.8% of respondents say’s 50 to 74%, 22.8% of respondents say’s 0-24, and 14% of respondents say’s that 75 to 100% of promotional activities influenced while buying curd. INTEERPRETATION: By analysis we can interprets that, 33.3% respondents are say’s that 25 to 49% promotional activities influenced while buying curd.. Babasabpatilfreepptmba.com 65
  • 66. Consumer perception and preference towards Nandini curd in Dharwad Which promotional activities influencing you to buy the curd Frequency Percent Valid Percent Cumulative Percent friends 33 33.0 33.0 33.0 newspaper 8 8.0 8.0 41.0 Valid banner 27 27.0 27.0 68.0 others 32 32.0 32.0 100.0 Total 100 100.0 100.0 ANALYSIS: The above table and graph indicates that, friends are influenced to buy curd 38%, others 32%, banners 27%, news papers 8%, influenced while buying curd. INTEERPRETATION: By analysis we can interprets that, while buying curd less than half of the promotional activities influenced to buy the curd. Babasabpatilfreepptmba.com 66
  • 67. Consumer perception and preference towards Nandini curd in Dharwad Is Nandini curd available through out the day? Frequency Percent Valid Percent Cumulative Percent yes 59 59.0 59.0 59.0 Valid 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 say’s that nandini curd available through out the, remaining 41% are say’s nadini curd will not available through out the day. INTEERPRETATION: By analysis we can interprets that 50% of respondents are say’s Nandini curd available through out day. Babasabpatilfreepptmba.com 67
  • 68. Consumer perception and preference towards Nandini curd in Dharwad Is Nandini curd available in your nearest place? Frequency Percent Valid Percent Cumulative Percent yes 63 63.0 63.0 63.0 Valid no 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 say’s that nandini curd available nearest place, remaining 37% are saying’s nadini curd will not available there nearest place. INTEERPRETATION: By analysis we can interprets that more than half of the respondents are say’s Nandini curd available there nearest place. Babasabpatilfreepptmba.com 68
  • 69. Consumer perception and preference towards Nandini curd in Dharwad Which problems do you faced towards Nandini curd? Valid Cumulative Frequency Percent Percent Percent 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 Valid curd will not set 16 16.0 16.0 81.0 properly 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 say’s that Nandini curd have loose body, 26% say’s nandini have extremely sure, 19% of respondents say’s loose body, sure, 16%will not set properly, whey separation, and 9% respondents say’s whey separation. INTEERPRETATION: By analysis we can interprets that, nearer to half of the respondents are say’s Nandini curd have loose body and not thick. Do you expect door delivery service for Nandini curd? Frequency Percent Valid Percent Cumulative Percent Babasabpatilfreepptmba.com 69
  • 70. Consumer perception and preference towards Nandini curd in Dharwad yes 74 74.0 74.0 74.0 Valid 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 didn’t expect door delivery service. INTEERPRETATION: By analysis we can interprets that, most of the respondents are expecting door delivery service from Nandini curd. Findings Babasabpatilfreepptmba.com 70
  • 71. 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 Babasabpatilfreepptmba.com 71
  • 72. 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 Babasabpatilfreepptmba.com 72
  • 73. Consumer perception and preference towards Nandini curd in Dharwad 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. Babasabpatilfreepptmba.com 73
  • 74. 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, 7 Are 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). Babasabpatilfreepptmba.com 74
  • 75. Consumer perception and preference towards Nandini curd in Dharwad Not at all Not Moderate Satisfied Highly Parameters Satisfied Satisfied Satisfied 1) Taste 2) Price 3) Smell 4) Packaging 5) Availability in desired 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, 9 How 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 thick c) Extremely sore d) Curd will not be properly set A) Only a [] B) Only b [] Babasabpatilfreepptmba.com 75
  • 76. 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…… ……………………………………………………………………………………………… ………………………………………………………………………………………............ . ……………………………………………………………………………………… . Babasabpatilfreepptmba.com 76
  • 77. 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. Babasabpatilfreepptmba.com 77