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A PROJECT REPORT ON Consumer Perception towards Nandini Milk

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					Consumer Perception towards Nandini Milk



                                    CONTENTS



       SL.NO                       TITLE               PAGE NO

                EXECUTIVE SUMMARY                      04-06

                ABOUT INDUSTRY                         07-13

                COMPANY PROFILE                        14-37

                RESEARCH METHODOLOGY                   38-42

                DATA ANALYSIS                          43-63

                FINDINGS                               64

                SUGGESTIONS                            65

                CONCLUSION                             66

                APPENDICES                             67-72

                BIBLIOGRAPHY




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Consumer Perception towards Nandini Milk

                               EXECUTIVE SUMMARY


 RBKMUL is one of the member milk unions among 13 unions in the Karnataka state and
 functioning at Middle level between the Dairy Co-operative Societies (DCS) member and
 Karnataka Milk Federation (KMF) where the milk procurement, pasteurization, processing
 and marketing is taking place.


 It was a great experience to undergo summer in-plant training on “A Study on Consumer
 Perception towards Nandini Milk” at RBKMUL Raichur. During the study I tried my
 best to know the various departments of the company, from production to the marketing of
 milk. In the first half of my study i.e. Organizational study I found that Marketing
 department plays key role in the company.


 In this report I tried to know the Consumer Perception towards Nandini milk which may
 help the Marketing department of the company as well as to the company. The study
 focused on how exactly consumer perceived the Nandini milk. And does the consumer
 perceived according to the company? In the findings and suggestion part I tried to find the
 answers to the above.


 Title of the Project:
         “The Study on Consumer Perception towards Nandini Milk”


 Objectives of the Study:
 1. To know the consumer perception towards Nandini milk.
 2. To know the customers’ awareness level.
 3. To find the competitors effect on Nandini sales.




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Consumer Perception towards Nandini Milk


 Statement of the problem:
 Declining Nandini sales due to heavy competition in the market and the lack of loyal
 retailers.         .
 Sources of Data:
 1. Primary Data
 2. Secondary Data


 1. Primary Data: The information is collected from the personal interaction with the
 Employees of RBKMUL.
 2. Secondary Data: this has been collected through company reports, manuals. And
 Information form the internet sources
 Information from the materials provided by the concern


 Has done marketing survey to know the consumer perception towards Nandini
 milk.
 Findings:
    The customer awareness level towards Nandini milk is excellent because all the 100
     respondents are aware of it.
     From the aware respondents 45% of respondents are using Nandini milk.
     Factors like Quality, taste and price influences more while choosing a brand
     respectively. Out of 100 Nandini comes to 65 respondents’ mind when they think of
     milk.
     More thickness, same taste and availability are the key reasons for alternative brand
     other than Nandini




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Consumer Perception towards Nandini Milk


 Suggestions:


         o The Nandini brand is having trust name in the market where it operates and
             still the market is open for acquire, Company may take advantage of it
             through advertisements.
         o The company may convince customers that due to less fat thickness of
             Nandini is less and that is good for health through advertisements/banners.
         o The company may keep one employee as Customer Relationship Executive.
             Who will co ordinates between customers and company and also with
             retailers who may promote Nandini milk effectively on regular basis.




 Limitation of the study:
                I. This study covers only Raichur Unit, the part of RBKMUL.
              II. The study is restricted for only 4 weeks.
             III. The survey made in only 2 to 3 areas of Raichur city
             IV.   The study only focuses on consumer perception towards Nandini milk
                   only.




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Consumer Perception towards Nandini Milk




                        Industrial Profile:




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Consumer Perception towards Nandini Milk




 Introduction


 On considering the diary industry in India has developed and developing as large industry
 and as per the certification of the International Dairy Industry India is the world’s largest
 milk producer and large numbers of industries are engaged in routine commercial
 production of pasteurized milk and milk products.


 Origin of the Milk Industry:
 Milk is the nature’s idea of food for infants and growing children in our country, except in
 rare cases of lactose intolerance. The importance of milk occupies in our diet has been
 recognized since Vedic time, and all modern research has only supported and reinforced
 this view. In fact, milk is now considered not only desirable but very much essential to
 person from his childhood.


 In early days the household have to produce their milk by maintaining their family cows or
 buffalos or they should secure from their neighbors. As the urbanization develops only
 few households are able to keep a cow for private use. The high production cost, problem
 of sanitation etc.., restricted the practice, gradually the family cow in the city was
 eliminated and cattle were sent back to the rural areas, as a result farmers began to deliver
 milk over routs in the cities. This was the beginning of the fluid milk sheds which are
 surrounding the large cities now a day.


 As we know milk is having short span of time in normal condition after that which is not
 possible to consume, in addition to this lack of suitable transportation and refrigeration
 facilities were major draw backs for the milk producers of early days. Meanwhile the
 rapidly increasing population caused an imbalance between the demand and supply of
 milk. The production and marketing of milk has been considered as a profitable business.




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Consumer Perception towards Nandini Milk

 To utilize the above environmental and marketing conditions, the processing and
 maintenance units were established by the name of MILK DAIRIES to bridge the s
 imbalance between high demand and less supply.


 Thus dairying started in India, where the production of milk and its products takes place.
 The process of Collecting, Chilling, Pasteurizing the milk and preventing it from the micro
 bacteria and packing is called dairying. The Indian dairy industry has grown after 1960’s
 then the large number of modern milk plants and factories has been established. India is
 the world’s largest milk producing country.

 After the independence dairy and animal husbandry taken vital importance. For this lot of
 development programs made by the government through Five year plans. This leads to
 formation of National dairy Development Board in 1965 and thus in 1970 decided to bring
 a White Revolution through out the country. Mr.Verghese Kurien is called as Father of
 White Revolution.


 Verghese Kurien: born on November 26, 1921 at Kozhikode, Kerala is called the
 father of the White Revolution in India. He is also known as the Milkman of India.

 He was the chairman of the Gujarat Co-operative Milk Marketing Federation Ltd
 .(GCMMF). GCMMF is an apex cooperative organization that manages the Amul food
 brand. He is recognized as the man behind the success of the Amul brand. Amul had
 revenue of $1b USD in 2006-07. In addition to Kurien, people like Shri Dalaya, VH Shah,
 Madhukar Shah, Dr.AR Seth, Dr.Shabnis and Shri Tribhuvandas Patel have also played a
 significant role in the progress and development of Amul.

 He is credited with being the architect of Operation Flood -- the largest dairy development
 program in the world. Kurien helped modernise Anand model of cooperative dairy
 development and thus engineered the White Revolution in India, and made India the
 largest milk producer in the world. Milk co-operatives were already extant when Kurien
 came to Anand and were managed by Tribhuvandas Patel. His uncle, John Mathai, was an
 economist who served as India's first Railway Minister and subsequently as India's
 Finance Minister.


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Consumer Perception towards Nandini Milk

 According to ‘Charaka’, the father of Ayurveda system of medicine explains the
 importance of the milk as, milk has ten properties viz, Sweetness, Coldness, Softness,
 Unctuousness, Density, Smoothness, Heaviness, Slowness and Charity”


 National Dairy Development Board


 Introduction:


 The government of India constituted the “National Dairy Development Board” in the year
 1965 Shri: - Lalbahadur Shastry initiated the setting up of NDDB. The board is registered
 under the society’s registration act and public trust at the head office is at Anand and is
 organization in to 9 functional divisions.


 Objectives of National Dairy Development Board


 To sponsor, promote, manage, acquire, construct control any plant or work which
 promotes or advances the projects of general public utility reactions to dairying.
 1. To make available on request, information services to increase production
     development to released to production and marketing of agricultural and food
     products.
 2. To provide international liaison with other national dairy boards and international
     agencies in order to facilitate exchange of information and personnel as well as to
     assist in development of dairying in other countries.




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Consumer Perception towards Nandini Milk



 SWOT ANALYSIS OF INDIAN DAIRY INDUSTRY

 Strengths:

       Demand profile: Absolutely optimistic.
       Margins: Quite reasonable, even on packed liquid milk.
       Flexibility of product mix: Tremendous. With balancing equipment, you can keep on
 adding to your product line.
       Availability of raw material: Abundant. Presently, more than 80 per cent of milk
 produced is flowing into the unorganized sector, which requires proper channelization.
       Technical manpower: Professionally-trained, technical human resource pool, built
 over last 30 years.


 Weaknesses:

       Perishability: Pasteurization has overcome this weakness partially. UHT gives milk
 long life. Surely, many new processes will follow to improve milk quality and extend its
 shelf life.
       Lack of control over yield: Theoretically, there is little control over milk yield.
 However, increased awareness of developments like embryo transplant, artificial
 insemination and properly managed animal husbandry practices, coupled with higher
 income to rural milk producers should automatically lead to improvement in milk yields.
       Logistics of procurement: Woes of bad roads and inadequate transportation facility
 make milk procurement problematic. But with the overall economic improvement in India,
 these problems would also get solved.
       Problematic distribution: Yes, all is not well with distribution. But then if ice creams
 can be sold virtually at every nook and corner, why can’t we sell other dairy products too?
 Moreover, it is only a matter of time before we see the emergence of a cold chain linking
 the producer to the refrigerator at the consumer’s home!




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Consumer Perception towards Nandini Milk
    Competition: With so many newcomers entering this industry, competition is
 becoming tougher day by day. But then competition has to be faced as a ground reality.
 The market is large enough for many to carve out their niche.


 Opportunities:

 "Failure is never final, and success never ending”. Dr Kurien bears out this statement
 perfectly. He entered the industry when there were only threats. He met failure head-on,
 and now he clearly is an example of ‘never ending successes! If dairy entrepreneurs are
 looking for opportunities in India, the following areas must be tapped:


 Value addition:

      There is a phenomenal scope for innovations in product development, packaging and
       presentation. Given below are potential areas of value addition:
      Steps should be taken to introduce value-added products like shrikhand, ice creams,
       paneer, khoa, flavored milk, dairy sweets, etc. This will lead to a greater presence
       and flexibility in the market place along with opportunities in the field of brand
       building.
      Addition of cultured products like yoghurt and cheese lend further strength - both in
       terms of utilization of resources and presence in the market place.
      A lateral view opens up opportunities in milk proteins through casein, caseinates and
       other dietary proteins, further opening up export opportunities
      Yet another aspect can be the addition of infant foods, geriatric foods and
       nutritional.


 Export potential:

      Efforts to exploit export potential are already on. Amul is exporting to Bangladesh,
       Sri Lanka, Nigeria, and the Middle East. Following the new GATT treaty,
       opportunities will increase tremendously for the export of agri-products in general
       and dairy products in particular.




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Consumer Perception towards Nandini Milk



 Threats:

 Milk vendors, the un-organized sector:

 Today milk vendors are occupying the pride of place in the industry. Organized
 dissemination of information about the harm that they are doing to producers and
 consumers should see a steady decline in their importance.

       The study of this SWOT analysis shows that the ‘strengths’ and ‘opportunities’ far
 outweigh ‘weaknesses’ and ‘threats’. Strengths and opportunities are fundamental and
 weaknesses and threats are transitory. Any investment idea can do well only when you
 have three essential ingredients: entrepreneurship (the ability to take risks), innovative
 approach (in product lines and marketing) and values (of quality/ethics).

 The Indian dairy industry, following its delicensing, has been attracting a large number of
 entrepreneurs. Their success in dairying depends on factors such as an efficient yet
 economical procurement network, hygienic and cost-effective processing facilities and
 innovativeness in the market place. All that needs to be done is: to innovate, convert
 products into commercially exploitable ideas. All the time keep reminding yourself:
 Benjamin Franklin discovered electricity, but it was the man who invented the meter that
 really made the money!




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Consumer Perception towards Nandini Milk



 Company Profile
 Introduction to RBKMUL:
 RBKMUL is one of the member milk union among 13 unions in the Karnataka state and
 functioning at Middle level between the Dairy Co-operative Societies (DCS) member and
 Karnataka Milk Federation (KMF) where the milk procurement, pasteurization, processing
 and marketing is taking place.


 Karnataka Milk Federation
 Karnataka Milk Federation (KMF) sells products by the name of Nandini. They are
 famous for taste and quality. Nandini sweets like pedha, jalebi, paneer, curds and milk are
 consumed by thousands of people in India. As the name suggests it is the federation of
 milk producers association working on cooperative principles. Almost every district in
 state of Karnataka has milk producing co-operatives. The milk is collected from farmers
 who are its members, processed and sold in the market by the brand of Nandini.


 HISTORY OF KMF


 The Karnataka diary development corporation was established in the year 1975 under the
 World Bank assistance. The main objective was to organize the Anand pattern milk co-
 operative societies and there by helping the farmers to increase the milk production by
 getting technical input services and procuring the milk, procured by them around the year.
 In order to process and market the milk so collected, diaries and chilling centers where
 established in the southern part of Karnataka subsequently I the year 1984. It was
 converted into Karnataka milk federation (KMF). The KMF is the apex body according to
 National Development Board (NDDB).




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 Objectives:


 1. To propose plan & organize programs for the purpose of the development of dairy &
     their agriculture based & attired & biological on an intensive & national wide basis &
     to render assistance in the implementation of such program.
 2. To adopt the co-operative strategy a more affective manner on an intensive manner on
     an intensive & national wide basis and to take such steps as may be a necessary for the
     purpose before said.
 3. To facilitate research & promotional activities in the field of dairying immensely
     animal husbandry, agriculture & horticulture.
 4. To import technological know how to such organization in the co-operative or public
     sector as are engaged in the production preservation or milk marketing of milk
     products.
 5. To function as a channelising agency for the import & export of the milk & milk
     production & of the milk animals or bulls.


 Karnataka Cooperative Milk Producers' Federation Limited:

 Karnataka Milk Federation is the Apex Body in Karnataka representing Dairy Farmers'
 Co-operatives. It is the third largest dairy co-operative amongst the dairy cooperatives in
 the country. In South India it stands first in terms of procurement as well as sales. One of
 the core functions of the Federation is marketing of Milk and Milk Products. The Brand
 ‘Nandini’ is the household name for Pure and Fresh milk and milk products.

 KMF has 13 Milk Unions throughout the State which procure milk from Primary Dairy
 Cooperative Societies (DCS) and distribute milk to the consumers in various
 Towns/Cities/Rural markets in Karnataka.




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      The first ever World Bank funded Dairy Development Program in the country
       started in Karnataka with the organization of Village Level Dairy Co-operatives in
       1974. The AMUL pattern of dairy co-operatives started functioning in Karnataka
       from 1974-75 with the




      Financial assistance from World Bank, Operation Flood II & III. The dairy co-
       operatives were established under the ANAND pattern in a three tier structure with
       the Village Level Dairy Co-operatives forming the base level, the District Level
       Milk Unions at the middle level to take care of the procurement, processing and
       marketing of milk and the Karnataka Milk Federation as the Apex Body to co-
       ordinate the growth of the sector at the State level.
      OBJECTIVES OF KMF:


      The Karnataka Milk Federation is a co-operation apex body in the state of Karnataka
       for representing diary farmer’s organization and also implementing diary
       development activities to achieve the following objective.


      Providing assured and remunerative market for all the milk produced by the farmer
       members
      Providing hygienic milk to urban consumers.
      To build village level institution in cooperative sector to manage dairy activity.
      To ensure providing of milk production inputs processing facilities disseminations
       up know how.
      To facilitate rural development by providing opportunities for self employment at
       village level preventing migration to urban areas introducing cash economy and
       opportunity for steady growth.




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 13 Milk Unions of KMF
               1. Bangalore Milk Union
               2. Belgaum Milk Union
               3. Bellary Milk Union
               4. Bijapur Milk Union
               5. D K Milk Union
               6. Dharwad Milk Union
               7. Gulbarga Milk Union
               8. Hassan Milk Union
               9. Kolar Milk Union
               10. Mandya Milk Union
               11. Mysore Milk union
               12. Shivmogga Milk Union
               13. Tumkur Milk Union


 THE GROWTH PROCESS

      The growth over the years and activities undertaken by KMF is summarised briefly
 hereunder:


                                                    1976-77    2007-2008
  Dairy Co-operatives                   Nos         416        11063
  Membership                            Nos         37000      1956163
  Milk Procurement                      Kgs/day     50000      3025940
  Milk Sales                            Lts/day     95050      2129790/:1.77LKPD
  Cattle Feed Consumed                  Kgs/DCS     220        3010
  Daily Payment to Farmers              Rs.Lakhs    0.90       342
  Turnover                              Rs.Crores              2707.00




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World Bank Study – Observations

 The World Bank, in its study on the effect of Co-operative dairying in Karnataka, has
pointed out that:

                 The villages with Dairy Co-operative Societies are much better off than
                      those without.
                 The families with dairy cattle are economically better than those without
                      dairy cattle.
                 Women who had no control on the household income have better control
                      in terms of Milk Money
                 A single commodity “MILK” has acted as a catalyst in the change in the
                      Socio-Economic impact of the rural economy.
                 There is a positive impact on those at the lower end of the economic
                      ladder both in terms of landholding and caste.




PERSPECTIVE PLAN 2010

      After the closure of OF-III project. Government of Karnataka and NDDB signed an
MOU during February 2000, for further strengthening the Dairy Development Activities in
Karnataka with an outlay of Rs.250 Crores. Consequent to the announcement of new lending
terms and conditions by NDDB through an evolution of an action plan - Perspective 2010 to
enable the dairy cooperatives to face the challenges of the increased demand for milk and
milk products by focusing efforts in the four major thrust areas of Strengthening the
Cooperatives.       Enhancing Productivity, Managing Quality and building a National
Information Network, plans are under implementation. The 4 Milk Unions viz., Dharwad,
Tumkur, Bijapur and Gulbarga that were having accumulated losses were included for
rehabilitation program under the Centrally Sponsored Scheme "Assistance to Cooperatives"
which is also under implementation.




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Consumer Perception towards Nandini Milk



 UNITS OF KMF:

               KMF has the following Units functioning directly under its control:
               Mother Dairy, Yelahanka, Bangalore.
               Nandini Milk Products, KMF Complex, Bangalore.
               Cattle Feed Plants at Rajanukunte/Gubbi/Dharwad/Hassan
               Nandini Sperm Station (formerly known as Bull Breeding Farm &
                  Frozen Semen Bank) at Hessaraghatta
               Pouch Film Plant at Munnekolalu, Marathhalli
               Central Training Institute at KMF Complex, Bangalore.
               Quality Control Lab at KMF Complex, Bangalore.




 CATTLE FEED PLANTS

        To supply 3 varieties of balanced Cattle Feed & Mineral Mixture, Karnataka Milk
 Federation owns Four Cattle Feed plants with installed capacity of 500 MTs per day and is
 manufacturing 10,000 MTs Cattle Feed on an average per month. Present utilisation of the
 plants on an average is 80%.

        The plants are located at Rajanukunte, Gubbi, Dharwad and Hassan which are all
 ISO Certified Plants.




 DEMPO DAIRY INDUSTRIES LIMITED:


        The Dempo Dairy Industries Limited, a sick unit Under the BIFR with a dairy at
 Aasangi, was taken over by KMF in 1993 under financial assistance from NDDB and
 GOK. The Plant is today an ISO-2000 certified plant.




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          The Dairy has a Powder Plant with a capacity of drying 1.0 Lakh litres per day.
 The plant mainly produces Butter, Skimmed Milk Powder and Ghee.

          Apart from selling the products under the Nandini brand, it still sells products
 under the brand name Bounce (of the erstwhile Dempo Dairy Industries Ltd.) in Goa and
 Bombay.


 MOTHER DAIRY
 (An ISO - 9002 and HACCP IS 15000 Certified Only Dairy in South India)·
          Mother Dairy, Bangalore, a Unit of KMF, is set up by NDDB on 7.12.1984. The
 Dairy has a unique nature of homogenizing the milk and selling to its consumers through
 92 Automatic Bulk Vending Booths and 92 FRP tanks. The Dairy also caters Milk in
 sachets and Milk Products through its 289 retailers.
          The average sale of milk per day is 2.08 Lakh litres during the year 2005-06. The
 entire requirement of milk is procured from Kolar Milk Union. The Dairy produces Butter,
 Ghee, Curds, Ice Cream & Skim Milk Powder. The activities of all the Departments at
 Mother Dairy are        being   carried out    through   an on-line computer system.


 ICE CREAM PLANT:
      Mother Dairy has an Ice Cream Plant of 3000 Litres per day capacity which was
 expanded to 10000 liters. Day during Feb.2006.         The plant started functioning from
 October 1997, producing Ice cream under Amul brand name as well as Nandini brand
 name.
 An Ice Cream sale on an average during 2006 is 8000 liters per day.


 POWDER PLANT:
         Mother Dairy has a Powder Plant with a capacity of 30 Tons/day commissioned on
 16.10.2002. Surplus milk from Bangalore, Kolar, Mysore, Mandya, Tumkur, Hassan is
 received for conversion.




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 NANDINI MILK PRODUCTS (NMP):
          With the main objective of supplying nutritious milk to the under-privileged
 through the Women and Child Welfare Department, the erstwhile Miltone Project was
 started during


          the year 1973 under assistance from Government of Karnataka. Out of 80,000
 beneficiaries, mainly children, more than 70% belonged to Scheduled Caste and
 Scheduled Tribe. The production of Groundnut protein enriched Miltone, which was
 started in year 1973, was discontinued and Sterilized Flavored Milk was introduced in its
 place during the year 1992.


          The Miltone Project was renamed as "Nandini Milk Products" in the year 1995
 with specialized production of sweet-based milk products, Sterilized Flavored Milk,
 Paneer, Khova etc.


          Mysore Pak, Premium Cashew Burfi, Premium Badam Burfi are very popular with
 the consumers who are highly appreciative of these quality milk products at a reasonable
 cost.


         Nandini Badam Powder, introduced during January 2000, is being exported to
 Singapore in 200 gm packs. Badam Powder in 10 gms pouches was also introduced during
 September 2002.




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Consumer Perception towards Nandini Milk


 POUCH FILM PLANT:
          During the year 1995-96, due to inconsistency in terms of supplies and qualities of
 Milk Packing Film by suppliers, KMF decided to establish a Pouch Film Plant as
 backward integration.

          The Project Report was prepared by Institute of Rural Management, Anand. The
 project was established during 1997 with the help of National Co-operative Dairy
 Federation of India and Central Institute of Plastics Engineering & Technology (CIPET),
 Mysore, as technical consultant.

 The Project investment made was Rs.393.36 lakhs.

  Pouch Film Plant is situated in Marathally, HAL Road which is about 15 kms from
 Bangalore Bus Station.
 Present demand for Pouch Film of KMF Units and Member Unions is 3600 MTs per
 annum.
 The Pouch Film Plant began its commercial production since 1997-98.


 The Total Plant capacity is 1200 tons per annum.
          The film is being supplied to all the Member Unions & KMF Units based on their
 requirement & schedule.


 MILK - ESSENTIAL FOR NOURISHMENT:
          Milk is nature's ideal food for infants and growing children in our country, except
 in rare cases of lactose intolerance. The important place milk occupies in our diet has been
 recognized since Vedic times, and all modern research has only supported and reinforced
 this view. In fact, milk is now considered not only desirable but essential from the time the
 child is born. The baby is recommended to be breast-fed until it is weaned and thereafter
 given cow/buffalo/goat/sheep or similar domesticated mammal's milk till he or she reaches
 12 years of age.




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Consumer Perception towards Nandini Milk

 The National Institute of Nutrition has recommended a minimum of 300 Gms daily intake
 of milk for children between 1-3 years of age and 250 Gms for those between 10-12 years,
 if they are vegetarian, and 250 Gms and 200 Gms for the same age groups of non-
 vegetarian children. In our country, most such adults consume milk only as whiteners for
 tea and coffee, some dahi or buttermilk.


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




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


 Future Vision of KMF:
          To consolidate the gains of Dairying achieved in the state of Karnataka and with a
 view of efficiently chill, process and market ever developing and increasing milk
 procurement with an utmost emphasis on the quality and in the process conserve the
 Socio-Economic interest of rural milk producers.
 Mission Statement of RBKMUL:
 The Mission of RBKMUL is to provide timely technical facilities to members of Dairy
 Co-operatives Society and collection of good quality milk from the members by paying
 remunerative price and holds the responsibility of Supplying good quality milk and milk
 products to its customers by maintaining the Economic stability of the Union.



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Consumer Perception towards Nandini Milk


 Board of Directors in RBKMUL:


 S.Timmareddy                                        Chairman (Nominated)
 Somshekar reddy                                       Director
 B.Suryanaryan Murty                                   Director
 G.Satyanarayan                                       Director
 Tulasi                                               Director
 M.Satyanarayan                                       Director
 Nagangouda                                           Director
 K.Timmareddy                                         Director
 Janaki                                               Director
 Satyavati                                             Director
 Sudhapranesh                                         Director (N)
 Hanmantappa                                           Director (N)




 Objectives of the Organization:
      To improve the customer satisfaction index.
      Conservation of Natural Resources and energy by adopting energy management
       system for cost effectiveness.
      Improve the quality of milk received from chilling centre bulk coolers.
      To provide assured technical support to members of Dairy Co-operative Societies.
      To provide good quality of milk and milk products to consumers.
      To build village institution Co-operative sector to manage the Dairy activities.




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Consumer Perception towards Nandini Milk


 Areas of Operation:
           RBKMUL is one of the well established Dairy; the Dairy operates its business in
 three Districts at north side of Karnataka.


                1. Raichur District.
                2. Bellary District
                3. Koppal District


 Details about Raichur District:

                          No. of Registered      No of Functional       Milk Collection in
Talukas of Raichur        Societies              Societies              Kgs (Per Day)
Raichur                   20                     10                     1047
Manvi                     49                     36                     5497
Sindhanoor                85                     43                     13597
Devadurga                 06                     00                     00
Lingasugur                01                     00                     00
Total                     161                    89                     20141




 Bellary District:


 Talukas of Bellary       Regd. Societies        No.of functional       Milk collection in
                                                 Societies              Kgs/day
 Bellary                  58                     26                     412
 Siruguppa                59                     24                     2266
 Hospet                   24                     05                     529
                          14                     01                     206
 Sandur



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Consumer Perception towards Nandini Milk

 Kudligi                 51                     30                     4558
 H.B halli               36                     34                     6693
 H. Hadagli              42                     25                     4876
 Total                   284                    145                    19540




 Koppal District:


 Taluks                  Regd. Societies        No. of Functional      Milk collection in
                                                Societies              Kgs/day
 Koppal                  36                     19                     2206
 Gangavati               61                     37                     9765
 Yalburga                21                     27                     2006
 Kustagi                 17                     07                     542
 Total                   135                    90                     14519


          Bellary Milk Union is marketing milk in Bellary, Koppal, and Raichur Districts
 through a network of 500 agents, 11 milk parlors and 21 govt. institutions. The average
 sale during the year 2008-09 is 90568 LPD. The total demand for liquid milk in the urban
 areas of milk union has been estimated at 1.90 lakhs LPD based on population, the union’s
 market share is around 47.7%. The private brand share is around 39% in the packet milk
 share. Loose milk sale is estimated approximately 0.75 lakhs LPD by vendors sourcing
 milk from near by villages.




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Consumer Perception towards Nandini Milk


 DEPARTMENTS OF THE RBKMUL:
 There are five Departments in RBKMUL they are,
             1. Milk Procurement and input section.
             2. Purchase Department.
             3. Production Department.
             4. Administration Department.
             5. Finance Department.
             6. Marketing Department.




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Consumer Perception towards Nandini Milk


                      Manager



 Procurement wing                  Technical input
                                       wing

 Deputy Manager                   Deputy Manager



                 Assistant manager                Assistant manager



                                 Extension officers                      Clerks



                                                         Clerks



                                                        Helpers


 Organization chart of procurement and input department
        The union carries procurement by setting up co-operative societies at village level.
 Later milk is collected in the chilling center, milk collected from the milk center, is first
 tested, there are milk testing equipments for this purpose. Then a survey on availability of
 transportation facilitates and productive capacities of villages are conducted. If the
 marketable surplus is more than 150 litters per day, a society is formed; further 10
 promoters selected from village and are given responsibility of collecting the capital for
 society selling shares. Procurement is done twice a day and payment is made on the basis
 of percentage of the content Fat and SNF in the milk
        After this milk is sent to unions chilling center, whichever is near. At the chilling
 center, milk is chilled up to 4 degree Celsius. Letter this chilled milk is to sent to union
 insulated tankers for further processing. The main function of this department is to procure
 milk from different areas throughout the year


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Consumer Perception towards Nandini Milk

 PRODUCTION DEPARTMENT:
        Production department is the main department wherein the raw material is
 converted into finished into products. At RBKMUL production department is well planned
 & adequately equipped manufacturing set up where the entire necessary infrastructure is
 available. The quality of the product is also dependant on the production procedure.
        In RBKMUL the raw milk is processed to form the good quality of milk. During
 the processing the milk is differentiated depending on the contract of FAT & SNF (Solids
 Not Fat)
 The different types of milk different in quality are


 TYPES OF MILK                                      FAT            SNF
 Full Cream Milk                                    6%             9%
 Toned Milk                                         3%             8.5%
 Standardized milk                                  4.5%           8.5%
 Full Cream Milk                                    6%             9%
 Shubham milk                                       6%             9%
 .




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Consumer Perception towards Nandini Milk




 Organization chart of production department:


                        MANAGER

  Deputy manager                             Office staff

  Assistant manager          Assistant (stores)              Assistant
                                                             (account)

                Technical officer                 Clerk                      Typist


                             Senior supervisor


                                           Junior supervisor


                                                          Dairy operation


                                                          Dairy technician


                                                            Dairy worker




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Consumer Perception towards Nandini Milk


 The structure of production department in RBKMUL. Raichur Unit
        Dairy Supervisor
        Senior technician
        Quality control dept
        Packing dept




   PRODUCTION PROFILE:


       The Raichur Bellary Koppal Milk Union Limited Raichur is producing the Milk and
 curd products.
       Nandini Toned milk
       Shubham Milk
       Nandini curd
         In RKBMUL the raw milk is processed to form the good quality of milk during the
 processing the milk is differentiating depending on the content of fat and SNF (solids not
 fat).
 The different types of milk with difference in quality are:




 TYPES OF MILK                          CONTENT
                                        Fat (in %)         SNF (in %)


 Toned milk                             3.0                8.5


 Shubham Milk                           5.                 9.




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Consumer Perception towards Nandini Milk




 OBJECTIVES OF THE PRODUCTION DEPARTMENT:


   1. Maintain the standard quality of the product.
   2. Keep the customer satisfaction by qualified products.
   3. Cleanliness.
 FUNCTIONS OF PRODUCTION DEPARTMENT:
   1. Chilling the milk.
   2. Pasteurizations of milk.
   3. Package & store the milk in the stores at 4°C




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Consumer Perception towards Nandini Milk

 FLOW CHART OF PRODUCTION PROCESS


                                COLLECTION OF MILK




                               CHILLING OF RAW MILK




                              CHILLED MILK STORAGE




                                  PASTEURIZATION




                                 STANDARDIZATION




                                       PACKING

                                       STORAGE



 MARKETING DEPARTMENT AND FINANCE DEPARTMENT
 NUMBER OF EMPLOYEES                                   DESIGNATION
       01                                          Deputy Manager
       01                                          Marketing Officer
       01                                          Account assistant
       01                                          Administration Assistant
       01                                          Marketing consultant
       01                                          Security guard
       01                                          Computer operator



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Consumer Perception towards Nandini Milk


 Functions:
      Checking daily sales as per the respective agents.
      Finding new areas where there is demand for milk
      Issue tenders and receiving application for opening for new parlors and agencies.
      Fixing/organizing milk distribution routs
      Sending of milk/milk products are per the indents.
      Attending complaints from the agents.
      Meeting agents to solve their problems.
      Maintaining up date records of milk/milk products sale agents arise/institutional
       wise.
      Draws new advertising strategy.
      Financial department Collect the cash from dealers.




 Annual Marketing Plan:
        The Annual Marketing plan (AMP) 2009-10 is aiming at achieving the sales target
 of 1.01 Lakhs LPD by way of market coverage, market penetration and milk marketing
 extension work by field marketing staff with assumption that the quality of market milk
 will be improved on a continuous basis.
        Annual marketing plan is prepared in order to achieve the sales target by various
 marketing strategies, market interventions and sales promotional efforts with financial
 implications to be evolved in the form of an annual marketing plan to be implemented by
 the marketing staff of RBKMUL.




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Consumer Perception towards Nandini Milk


   Objectives of Annual Marketing Plan:
          a. The basic objectives of preparation of AMP is to evolve the Union’s sales
              and marketing strategies during year 2009-10 with the ultimate aim of
              increasing the sales volume by fulfilling customer satisfaction, customer
              relation and loyalty. The greatest challenge of sales and milk marketing of
              the union is to keep up wit the inevitable and constant changes in market
              place with the continuous entry of competitors and with the customers’
              changing needs and wants in terms of milk product quality and services
              associated with its delivery and availability. It provides an insight into apply
              the best milk marketing practices in developing sales and marketing
              strategies and translating market changes into business opportunities.

   Priorities and key objectives of RBKMUL during 2009-10


   1. To keep a close watch on the customer needs and expectations on a continuous basis.
   2. Studying as to what affects the RBKMUL in the outside marketing environment.
   3. Re positioning milk and its products and redefining services in the market.
   4. Managing advertisement campaign, direct marketing, publicity, special events etc..
   5. Satisfying, retaining and building loyal customer through Customer Relationship
      Management
   6. Motivating the field marketing team through training.
   7. Developing appropriate and area specific channel of distribution of milk and milk
      products
   8. Controlling and measuring the financial implications of sales and marketing
      extension activities.




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Consumer Perception towards Nandini Milk


   SWOT Analysis of “RBKMUL”
   Strengths
      Strong Brand value and reliability
      Highest market share among the organized brands in packed milk market segment
      Strong distribution of network and better reach
      Good infrastructure facility compared to competitors
    Consistency in quality and timely supply of milk


   Weakness:
      Majority of Nandini dealers are not loyal
      Sales based on agents indent
      Miss match between consumers expectation in terms of quality
      No established system for Consumer Grievance Redressal


   Opportunities
      A large market with a good potential for liquid milk
      Growing industrial and institutional demand for Nandini milk
      Good scope in opening milk parlors at all Taluks and prime location in the district
       head quarters
      Milk delivery can be improved by introducing more and more TCD System at
       Bellary ,Raichur, And Hospet cities to meat the market demand
   Threats
      High margin paid to retailers by competitors
      Flexibility in trade policy by the competitors
      Strong door delivery system of loose milk vendors




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Consumer Perception towards Nandini Milk


 Major Competitors of the RBKMUL:
        As per Business market major players in this region are, Arokya, Vijaya, TejaGold,
 Ksheera, Krishna and local loose milk sellers.


        According to the survey I made in Maddipet area of Raichur, most of the
 customers are using Non Nandini brands either Arokya, Teja or loose milk. The common
 reason I found that Nandini milk is containing excess amount of water compare to others.
 When I discussed about this with marketing manager, he told that most of the Nandini
 retailers are not loyal and they are promoting other brands because they offer more margin
 to them than Nandini and its variants.




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Consumer Perception towards Nandini Milk


    Research Methodology:


Topic Of the study:
    “Consumers’ perception towards Nandini milk”
.
Research Objectives:


         To determine Consumers’ perception towards Nandini milk.
         To Study the effectiveness of service offered by Nandini. ( Quality, Price, Door
          delivery)
         To know the awareness level of Nandini
         To understand consumer buying behavior of consumers.
         To understand and study the impact of competitors on customers of Nandini milk.


    Need of the study:
    Try to know the reasons for declining Nandini sales although having good brand name
    in the market and to understand the consumers’ changing buying behaviour which may
    help the company to promoting its sales through new and effective strategies hence
    repositioning milk and milk products and re defining services in the market.


    Scope of the study:
         The scope of the project is to know the consumers’ perception towards       Nandini
          in recent trends.
         The study will help the company to understand the behavior of individual while
          purchasing milk.
         The study will help the company to know the expectation of company.
         The study will help the company to make strategies to improve their services to meet
          customers’ expectation.
         Scope of my study is restricted only to Raichur city



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Consumer Perception towards Nandini Milk


 Limitations of the study:
      Time limitation of 3 weeks.
      Limited area of survey.
      Customers’ lack of interest while giving true feedback.


 Sampling and the Testing of hypothesis:


   For this research study I have chosen 100 customers as a sample size, among these 30
 for pilot study. My sample unit will be 2 to 3 area’s of Raichur city. My sampling
 elements will be existing and non existing customers.


Review of earlier projects:
 In many earlier projects the competitors’ effect and excess content of water in the Nandini
 milk were the major reasons for decreasing its sales. As per the previous surveys,
 irregularity in delivery of milk, bad smell and availability of small pouches i.e. 100 ml in
 Non Nandini brands made them to shift their brand from Nandini to others.


Data Collection Methods:
                The information necessary for this research study is collected by tapping
 primary and secondary sources. The sources are as follows:
 Primary Sources:
   a) Questionnaire
   b) Personal interaction



 Secondary Sources:

              a) Company Websites.

              b) Related Information from Internet

              c) Company Reports.




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Consumer Perception towards Nandini Milk


       SAMPLING PROCESS:
      Population: Customers from the Raichur city.
      Sampling frame: Nijalingappa colony, Venkateshwar colony, Mouleshwar chowk
       areas in Raichur.
      Sampling unit: House wives, Professionals.
      Sampling size: 100 units.
       Sampling method: Convenience Sampling




       Measurement and Analysis Techniques Using SPSS software
            The measurement and evaluation of the data is done using statistical tools and
techniques such as:-
      Simple percentage method
    Graphical representation Using data code sheet.




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Consumer Perception towards Nandini Milk


 Hypothesis testing:
    For this Survey I have chosen 100 as a sample size, among this 30 as a pilot study and
 in this sample size of the consumers Feel Nandini will enhance richness to Tea/Coffee
 30% of 100 sample size is considered for pilot study.


 100*30/100=30
 Out of 30 respondents 18 respondents feel that Nandini will enhance richness to
 Tea/Coffee


 18/30= 0.60
 0.60*100= 60%


 Then My Null and alternative hypothesis are,


 H0>= More then are Equal to 60% of respondent may say it will enhance richness.


 H1<. Then 60% of respondent may not say it will enhance richness.


 N=total sample size is 100.


 P= .60
                        .60 (1-.60)
 Standard error=          100-1


               =          .60 X . 40
                                99




                           S = 0.049
                           Po= 57/100
                                = 0.57


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Consumer Perception towards Nandini Milk

                          Z= Po-P/S


                        0.57-0.60/0.049
                               = 0.612


 Conclusion: Accept Ho because it falls under the confidence level i.e. 1.64 it
 states that more than 60% of respondents feel Nandini will enhance richness to
 Tea/Coffee.




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            Consumer Perception towards Nandini Milk


            Data analysis and interpretation:

             Frequencies

                            Statistics

               Are you aw are of Nandini products
               N    Valid           100
                    Missing           0




                                     Are you aw are of Nandini products

                                                                                 Cumulativ e
                                      Frequenc y      Percent    Valid Percent    Percent
               Valid         yes            100          100.0          100.0         100.0



                           Are you aware of Nandini products
                     120



                     100



                     80



                     60



                     40
Frequency




                     20


                       0
                                                      yes


                           Are y ou aware of Nandini products

             Analysis: 100% of the respondents are aware of Nandini milk.


             Interpretation: From the above data it can be said that almost all know about Nandini
             milk.




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            Consumer Perception towards Nandini Milk


            Frequencies

                         Statistics

               How do y ou c ome to know about Nandini milk
               N   Valid             100
                   Mis sing            0




                                    How do you com e to know about Nandini m ilk

                                                                                                          Cumulativ e
                                                       Frequenc y        Percent          Valid Percent    Percent
               Valid      Televis on                          19             19.0                  19.0         19.0
                          New s paper                         16             16.0                  16.0         35.0
                          Banners                             16             16.0                  16.0         51.0
                          Friends and others                  49             49.0                  49.0        100.0
                          Total                              100            100.0                100.0




                       How do you come to know about Nandini milk
                  60



                  50



                  40



                  30



                  20
Frequency




                  10


                   0
                             T elevis on   Newspaper      Banners   Fri ends and others


                       How do y ou come to know about Nandini milk


             Analysis: Nearly 50% of respondents came to know Nandini milk by friends and
            others, 19% by T.V and 32% by both banners and news papers.


             Interpretation: We can say half of the respondents know Nandini by Friends and
             relatives.




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Consumer Perception towards Nandini Milk

Frequencies
                Statis tics

  Which brand of milk yor are c ons uming
  N    Valid            100
       Mis sing            0

                         Which brand of m ilk yor are cons um ing

                                                                         Cumulativ e
                                 Frequenc y   Percent    Valid Percent    Percent
  Valid           Aroky a                8         8.0             8.0           8.0
                  Nandini               45        45.0            45.0         53.0
                  Teja Gold             18        18.0            18.0         71.0
                  Vijay a Gold          12        12.0            12.0         83.0
                  Any other             17        17.0            17.0        100.0
                  Total                100       100.0          100.0
                                                                                       I

           Which brand of milk yor are consuming


                                                            Arokya
   Any other




   Vijaya Gol d




                                                            Nandini



   T eja Gold




Analysis: Out of the 100 respondents 45 are consuming Nandini milk, remaining 55 are
using other brands like Teja (18), Vijaya (12), Arokya (8) and 17 others.

Interpretation: A major part respondents are using Nandini milk.




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  Consumer Perception towards Nandini Milk


   Frequencies


                  Statistics

      Whic h of the f ollow ing f actors inf luences to c hoose the brand ?
      N    Valid               100
           Mis sing                0


        Which of the follow ing factors influe nce s to choos e the brand ?

                                                                              Cumulativ e
                                     Frequenc y   Percent    Valid Percent     Percent
      Valid           Price                 12        12.0            12.0          12.0
                      Quality               55        55.0            55.0          67.0
                      taste                 22        22.0            22.0          89.0
                      Availability          11        11.0            11.0         100.0
                      Total                100       100.0          100.0


Which of the following factors influences to choose the brand ?

       Availability

       tas te
                                                                   Price




                                                                 Quali ty




   Analysis: The quality factor of 55%, taste factor 22%, price 12% and availability
   11% influences in choosing the brand.


   Interpretation: Quality and taste factors (77%) play the major role while choosing a
   brand



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            Consumer Perception towards Nandini Milk

             Frequencies

                            Statis tics

               have y ou ev er used nandini milk ?
               N    Valid            100
                    Mis sing           0


                                      have you e ve r us ed nandini m ilk ?

                                                                                    Cumulativ e
                                      Frequenc y        Percent     Valid Percent    Percent
               Valid         yes             96             96.0             96.0         96.0
                             no               4              4.0              4.0        100.0
                             Total          100            100.0           100.0


                           have you ever used nandini milk ?
                  120



                  100



                   80



                   60



                   40
Frequency




                   20


                       0
                                           yes                     no


                           hav e y ou ev er used nandini milk ?




             Analysis: 96% of respondents are used Nandini milk. Only 4% of them have not used
             Nandini yet.


             Interpretation: Out of 100 respondents 55 are not consuming Nandini milk, in that
             55 more than 50 have used Nandini once.




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Consumer Perception towards Nandini Milk


 Frequencies


              Statis tics

   What is your opinion about Nandini milk ?
   N    Valid            100
        Mis sing           0


                     What is your opinion about Nandini m ilk ?

                                                                   Cumulativ e
                           Frequenc y   Percent    Valid Percent    Percent
   Valid      Costly              15        15.0            15.0         15.0
              cheap               18        18.0            18.0         33.0
              Very c ostly         5         5.0             5.0         38.0
              Average             62        62.0            62.0        100.0
              Total              100       100.0          100.0


         What is your opinion about Nandini milk ?


                                                         Costl y




                                                         cheap



    Average

                                                    Very costly




 Analysis: 62% of respondents feel Nandini price is average, 18% feels it as cheap and
 remaining 20% feels it as a costly.
 Interpretation: About 80% of respondents feel Nandini price is OK.




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Consumer Perception towards Nandini Milk


 Frequencies


              Statistics

   Quality of Nandini
   N     Valid                100
         Mis sing               0


                                    Quality of Nandini

                                                                    Cumulativ e
                      Frequenc y         Percent    Valid Percent    Percent
   Valid      Good           24              24.0            24.0         24.0
              Average        56              56.0            56.0         80.0
              Poor           20              20.0            20.0        100.0
              Total         100             100.0          100.0


                           Quality of Nandini

    Poor
                                                           Good




    Average




 Analysis: 24% of respondents feel Quality of Nandini is good, 56% feel its average
 and 20% feel it’s poor.


 Interpretation: 56% of respondents feel it’s not bad.




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            Consumer Perception towards Nandini Milk

             Frequencies


                         Statistics

               How do you rate Nandini milk in
               comparison w ith other brands ?
               N   Valid             100
                   Mis sing             0


                How do you rate Nandini m ilk in com paris on w ith othe r brands ?

                                                                                          Cumulativ e
                                     Frequenc y             Percent    V alid Percent      Percent
               V alid     V ery Poor         5                   5.0              5.0             5.0
                          Bad               12                  12.0             12.0           17.0
                          A verage          51                  51.0             51.0           68.0
                          Good              28                  28.0             28.0           96.0
                          Better             4                   4.0              4.0          100.0
                          Total            100                 100.0           100.0


                        How do you rate Nandini milk in comparison with other brands ?
                   60



                   50



                   40



                   30



                   20
Frequency




                   10


                    0
                             Very Poor   Bad      Average      Good     Better


                        How do y ou rate Nandini milk in comparison with other brands ?




             Analysis: 51% says its average, 32% feel well and 17% says it’s not up to the mark.


             Interpretation: It shows that more than 65% of respondents not feels too good with
             comparing others.



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            Consumer Perception towards Nandini Milk


             Frequencies


                         Statis tics

               Do you f eel nandini milk enhance the richnes s of Tea/Cof fee
               N    Valid              100
                    Mis sing              0


                Do you fe el nandini m ilk enhance the richnes s of Te a/Coffe e

                                                                                         Cumulativ e
                                   Frequenc y       Percent       Valid Percent           Percent
               Valid      Yes             57            57.0               57.0                57.0
                          No              43            43.0               43.0               100.0
                          Total          100           100.0             100.0


                       Do you feel nandini milk enhance the richness of Tea/Coffee
                  60



                  50



                  40



                  30



                  20
Frequency




                  10


                   0
                                       Yes                       No


                       Do y ou f eel nandini milk enhance the richness of Tea/Cof f ee




             Analysis: 57% of respondents say Nandini will enhance richness to Tea/Coffee and
             43% says its not.


             Interpretation: More than 57 respondents agree Nandini will enhance richness to
             Tea/coffee.




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Consumer Perception towards Nandini Milk


 Frequencies


               Statistics

    How muc h are you satisf ied w ith the taste of Nandini milk ?
    N   Valid           100
        Mis sing            0


                  How m uch ar e you s atisfie d w ith the tas te of Nandini m ilk ?

                                                                                               Cumulativ e
                                           Frequenc y     Percent              Valid Percent    Percent
    Valid       0 to 30 H.dis satisf ied           1           1.0                       1.0           1.0
                40 to 70 Satisf ied               59          59.0                      59.0         60.0
                80 to 100 H.s atis f ied          40          40.0                      40.0        100.0
                Total                            100         100.0                    100.0


How much are you satisfied with the taste of Nandini milk ?


     80 to 100 H.satisfie                               0 to 30 H.dissatisfi




                                                         40 to 70 Satisfi ed




 Analysis: 40% of respondents are highly satisfied of Nandini and 59% feel its
 average.


 Interpretation: Most of responses fall within highly satisfied and satisfied range.




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Consumer Perception towards Nandini Milk


 Frequencies


              Statistics

   Thic kness
   N     Valid             100
         Mis sing            0


                                     Thick ne s s

                                                                     Cumulativ e
                        Frequenc y      Percent     V alid Percent    Percent
   V alid     V ery bad         2            2.0               2.0           2.0
              bad              22           22.0              22.0         24.0
              A verage         62           62.0              62.0         86.0
              Good             13           13.0              13.0         99.0
              better            1            1.0               1.0        100.0
              Total           100          100.0            100.0


                           Thickness

    better
                                                        Very bad
    Good

                                                            bad




    Average




 Analysis: 62% of respondents say thickness of Nandini milk is average, 22% of them
 says it’s bad and 2% feels it’s too bad.


 Interpretation: Only about 13% of respondents feel thickness of Nandini is good.




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Consumer Perception towards Nandini Milk


 Frequencies


              Statistics

   Smell
   N     Valid             100
         Mis sing            0


                                     Sm e ll

                                                                 Cumulativ e
                        Frequenc y   Percent    V alid Percent    Percent
   V alid     V ery bad         5         5.0              5.0           5.0
              Bad              34        34.0             34.0         39.0
              A verage         46        46.0             46.0         85.0
              Good             12        12.0             12.0         97.0
              Better            3         3.0              3.0        100.0
              Total           100       100.0           100.0


                             Smell

    Better
                                                    Very bad
    Good




                                                        Bad




    Average




 Analysis: 46% feels smell of Nandini is average, 39% says its bad and only 15%
 feels it’s good.


 Interpretation: Most of the customers are not happy with the smell of the Nandini.




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            Consumer Perception towards Nandini Milk


            Frequencies

                         Statistics

              Availability /Deliv ery
              N    Valid                     100
                   Mis sing                    0

                                                   Availability/Delive ry

                                                                                       Cumulativ e
                                    Frequenc y             Percent    V alid Percent    Percent
              V alid      V ery bad         1                   1.0              1.0           1.0
                          Bad               5                   5.0              5.0           6.0
                          A verage         52                  52.0             52.0         58.0
                          Good             33                  33.0             33.0         91.0
                          Better            9                   9.0              9.0        100.0
                          Total           100                 100.0           100.0


                       Availability/Delivery
                  60



                  50



                  40



                  30



                  20
Frequency




                  10


                   0
                             Very bad       Bad      Average   Good     Better


                       Av ailability /Deliv ery



            Interpretation: 52% of respondents say availability of Nandini is average, 33% feels its
            good 9% says better only 6% says it’s poor.

            Analysis: the above data shows that availability factor is not a problem for Nandini.




                                                       Babasabpatilfreepptmba.com                    53
            Consumer Perception towards Nandini Milk

             Frequencies


                        Statistics

               packing
               N    Valid              100
                    Mis sing             0


                                                    pack ing

                                                                                Cumulativ e
                                 Frequenc y          Percent    Valid Percent    Percent
               Valid     Bad            16               16.0            16.0         16.0
                         Average        49               49.0            49.0         65.0
                         Good           30               30.0            30.0         95.0
                         Better          5                5.0             5.0        100.0
                         Total         100              100.0          100.0


                       packing
                  60



                  50



                  40



                  30



                  20
Frequency




                  10


                   0
                                 Bad    Average       Good       Better


                       packing




             Analysis:49% of respondents says packaging is average, 30% feels its good 16% of
             them says it is poor and 5 0f them feels its too good.


             Interpretation: More than 80% of the respondents are do not have complaint in
             packaging of Nandini.




                                                  Babasabpatilfreepptmba.com                  54
Consumer Perception towards Nandini Milk

 Frequencies


             Statistics

   For health
   N    Valid             100
        Mis sing            0


                                  For he alth

                                                                Cumulativ e
                     Frequenc y     Percent     Valid Percent    Percent
   Valid     Bad             4           4.0              4.0           4.0
             Average        50          50.0             50.0         54.0
             Good           41          41.0             41.0         95.0
             Better          5           5.0              5.0        100.0
             Total         100         100.0           100.0


                          For health


    Better                                               Bad




    Good

                                                     Average




 Analysis: 50% feels Nandini milk is average for health and 41% feels its good for
 health. 5% says its too good and only 4% not agree with it.


 Interpretation: Only 4% of respondents completely not agreed that Nandini is good
 for health.




                                Babasabpatilfreepptmba.com                       55
Consumer Perception towards Nandini Milk


 Frequencies


             Statis tics

   Totaly are you s atis fied w ith Nandini milk ?
   N     Valid              100
         Mis sing              0


                  Totaly are you s atis fie d w ith Nandini m ilk ?

                                                                      Cumulativ e
                      Frequenc y        Percent      V alid Percent    Percent
   V alid    very bad         3              3.0                3.0           3.0
             Bad             17             17.0               17.0         20.0
             A verage        47             47.0               47.0         67.0
             Good            27             27.0               27.0         94.0
             Better           6              6.0                6.0        100.0
             Total          100            100.0             100.0


        Totaly are you satisfied with Nandini milk ?

    Better

    Good                                                  very bad

                                                              Bad




                                                          Average




 Analysis: 47% of respondents neither satisfied nor dissatisfied with Nandini milk
 where 33% of them are satisfied remaining 20% not satisfied.


 Interpretation: about 67% of them are not completely satisfied with Nandini milk.
 33% are totally satisfied.




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Consumer Perception towards Nandini Milk

 Frequencies


            Statistics

   Whic h size of packaging do you prefer more ?
   N    Valid            100
        Mis sing            0


              Which s ize of pack aging do you pre fer m or e ?

                                                                   Cumulativ e
                         Frequenc y     Percent    Valid Percent    Percent
   Valid    250 ml               8           8.0             8.0           8.0
            500 ml              79          79.0            79.0         87.0
            1 Ltr               13          13.0            13.0        100.0
            Total              100         100.0          100.0


     Which size of packaging do you prefer more ?


    1 Ltr
                                                          250 ml




                                                          500 ml




 Analysis: 79% of respondents prefer 500ml size, 13% prefers 1000 ml and only 8%
 prefers 250 ml size.


 Interpretation: Major portion of respondents i.e. 79% prefers half liter size and
 remaining prefers 1 liter and 250 ml.




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            Consumer Perception towards Nandini Milk

             Frequencies


                          Statistics

               Hoe do y ou dif f erentiate w ith other brand in terms of
               N    Valid               100
                    Mis sing               0


                              Hoe do you differe ntiate w ith othe r brand in te rm s of

                                                                                                               Cumulativ e
                                                           Frequenc y        Percent          V alid Percent    Percent
               V alid      Quality                                22             22.0                   22.0         22.0
                           Service provide                        15             15.0                   15.0         37.0
                           Customer relation                       9              9.0                    9.0         46.0
                           Health conscious                       43             43.0                   43.0         89.0
                           A ny other                             11             11.0                   11.0        100.0
                           Total                                 100            100.0                 100.0


                        Hoe do you differentiate with other brand in terms of
                   50



                   40



                   30



                   20
Frequency




                   10



                    0
                              Quali ty               Customer relati on           Any other
                                         Service provide           Health conscious


                        Hoe do y ou dif f erentiate with other brand in terms of




             Analysis: 43% of respondents differentiate Nandini as health conscious with other
             brands 22% differentiates it by quality, 15% by service provided remaining with
             other reasons.


             Interpretation: most of the respondents differentiate Nandini milk by health
             conscious 43% and by quality 22%



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   Consumer Perception towards Nandini Milk

     Frequencies


                    Statis tics

       At w hat extent the tec hnology has
       inf luenc ed your buy ing behavior
       N      Valid             100
              Mis sing            0


       At w hat e xte nt the te chnology has influenced your buying behavior

                                                                           Cumulativ e
                                  Frequenc y   Percent    V alid Percent    Percent
       V alid        Mos t                8         8.0              8.0           8.0
                     Somew hat           25        25.0             25.0         33.0
                     Don't Know          63        63.0             63.0         96.0
                     Not                  2         2.0              2.0         98.0
                     A ny other           2         2.0              2.0        100.0
                     Total              100       100.0           100.0


At what extent the technology has influenced your buying behavior

        Any other
        Not                                                   Most




                                                          Somewhat




        Don't Know




     Analysis: 63% of respondents do not know whether technology has changed their
     buying behaviour, 25% feels some what it does and 8%says it influenced the most.


     Interpretation: Technology has not influenced buying behavior of the most of the
     customers.




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Consumer Perception towards Nandini Milk

 Frequencies


                 Statistics

   Whic h brand comes to your mindw hen you think of milk ?
   N    Valid           100
        Mis sing          0


         Which brand com es to your m indw hen you think of m ilk ?

                                                                     Cumulativ e
                            Frequenc y   Percent    V alid Percent    Percent
   V alid        A roky a          11        11.0             11.0         11.0
                 Nandini           65        65.0             65.0         76.0
                 Teja gold         13        13.0             13.0         89.0
                 V ijay a           6         6.0              6.0         95.0
                 A ny other         5         5.0              5.0        100.0
                 Total            100       100.0           100.0



Which brand comes to your mindwhen you think of milk ?
    Any other

    Vijaya

    T eja gold
                                                         Arokya




                                                         Nandini




 Analysis: For 65% of respondents says Nandini brand comes to their mind when they
 think of milk.




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Consumer Perception towards Nandini Milk

 Frequencies



                Statis tics

   Reas ons f or the alternative brand.
   N    Valid              100
        Mis sing              0



                              Reasons for the alte rnative brand.

                                                                            Cumulativ e
                                 Frequenc y   Percent      V alid Percent    Percent
   V alid        Same price              9         9.0                9.0           9.0
                 Same quality           34        34.0               34.0         43.0
                 Same taste             16        16.0               16.0         59.0
                 A ny other             40        40.0               40.0         99.0
                 5                       1         1.0                1.0        100.0
                 Total                 100       100.0             100.0



                 Reasons for the alternative brand.


    5                                                     Same pric e




    Any other


                                                         Same quality




    Same taste




 Analysis: 34% respondents’ reason for alternative brand other than Nandini is same

 quality, 16% is same taste and 40% are other reasons like thickness, availability etc.




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Consumer Perception towards Nandini Milk



 Findings:
      The customer awareness level towards Nandini milk is excellent because all the 100
       respondents are aware of it.
      From the aware respondents 45% of respondents are using Nandini milk.
      Factors like Quality, taste and price influences more while choosing a brand
       respectively.
      Only 24% of respondents feels quality of Nandini milk is good where 56% of are
       in- between good and bad.
      Only 32% 0f respondents say Nandini milk is better with comparison of others.
      47% of respondents do not agree to that Nandini will enhance richness to
       Tea/coffee.
      40% of respondents feels that Nandini’ taste is good where 59% feels its average.
      Only 13% of respondents are totally satisfied with the thickness of Nandini.
      39% of respondents feel Nandini milk is having bad smell.
      More than 80% do not have any complaint regarding packaging of Nandini.
      Only 4% feels Nandini is not good for health.
      Only 33% of respondents are totally satisfied with the performance of Nandini milk.
      Most of the respondents prefer 500 ml. size of packaging i.e. nearly 80%.
      43% of respondents differentiate Nandini as health conscious milk with other
       brands.
      Out of 100 Nandini comes to 65 respondents’ mind when they think of milk.
      More thickness, same taste and availability are the key reasons for alternative brand
       other than Nandini.




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Consumer Perception towards Nandini Milk



 Suggestions/Recommendations:


     o The Nandini brand is having trust in the market where it operates and still the market
        is open for acquire, Company may take advantage of it through advertisements.
     o The company may convince customers that due to less fat thickness of Nandini is
        less and that is good for health through advertisements/banners.
     o The company may keep one employee as Customer Relationship Executive. Who
        will co ordinates between customers and company and also with retailers who may
        promote Nandini milk effectively on regular basis.
     o Like Bangalore Union they may open Coin milk parlors at suitable places.
     o It will be better if the company takes some necessary actions to reduce bad smell
     o In addition to above these company can have close watch on customers to know
        their changing needs and wants. And also on competitors for benchmarking.
 .




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Consumer Perception towards Nandini Milk
                            Conclusion:
   After interacting with the marketing officer and other employees of
 RBKMUL and the survey I made in Raichur city, Milk adulteration, lack of
 loyal retailers and unethical competitors who use harmful chemicals to
 increase thickness and durability to promote sales are the big threat to the
 Nandini milk. Although still Nandini is having good reputation and brand
 image for its factors like less price, health conscious and experienced player
 in the market.




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Consumer Perception towards Nandini Milk
                            Appendices:


 Questionnaire on Marketing Survey.


 PERSONAL INFORMATION OF CUSTOMER


 Name: ………………………………….


 Age: …………..


 Gender: Male……                  Female:…………


 Qualification:


 Occupation:


 Income:


 Family size:


 No of Children below 12:


 Address




 Contact No:


 QUESTIONNAIRE




                            Babasabpatilfreepptmba.com   65
     Consumer Perception towards Nandini Milk
1)        Are you aware of Nandini milk?


       Yes                    No


                If Yes


2)           How did you come to know about Nandini milk?


      Televison


                  Newspaper


      Banners


      Friends and others


3)           Which brand of milk are you consuming?
       Arokya       Nandini  Teja gold  Vijaya gold  any other ……


4)           Which of the following factors influences you to choose the brand?
                Price      Quality      Taste       Availability     Packaging


                Any other …..


5)           Have you ever used Nandini milk?
                Yes           No




      6)     What is your opinion about Nandini’s price


                  Costly                        Cheap
                    Very costly                    Average



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Consumer Perception towards Nandini Milk

 7) Quality of Nandini milk
                 Good                  Average                Poor


 8) How do you rate Nandini milk in comparison with other brands?




 Very poor             Bad             Average              Good                Better




 9)        Do you feel that Nandini milk enhance the richness of Tea/coffee?
                 Yes                   No




 10)       How much are you satisfied with the taste of Nandini Milk?


      0%      10% 20%        30% 40%        50%    60% 70%         80%   90%   100%
 Highly                                   Satisfied                            High
 Dissatisfied                                                                  satisfied




 11)       Rate the following factors with respect to Nandini milk.


       Thickness



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Consumer Perception towards Nandini Milk

 Very bad          Bad            Average             Good            Better


     Smell


 Very bad          Bad            Average             Good            Better


     Availability/Delivery


 Very bad          Bad            Average             Good            Better


    Packaging


 Very bad          Bad            Average             Good            Better


      For Health


 Very bad          Bad            Average             Good            Better




 13) How do you rate Nandini milk with consideration of Durability?


 Very bad          Bad            Average             Good            Better




 14) Totally are you satisfied with Nandini milk?


 Very bad          Bad            Average             Good            Better




 15) Among the following which brand you prefer in Nandini & other brands rate the
 factors



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Consumer Perception towards Nandini Milk

 Rating                          Quality       Thickness       Price           Packaging
 Features              Taste
 Nandini
 Any       other
 brand


 Excellent =5                            Very good =4                  Good = 3


                    Bad = 2                             Very bad =1




 16)     Which size of packaging do you prefer more?


          1)100 ml 2) 250 ml 3) 500 ml 4) 1 liter.




  17) How do you differentiate Nandini with other brand in terms of, (Mark any One)
          1) Quality    2) Service provided   3) Customer relation      4) Health conscious
          5) Any other ….


  18) At what extent the technology has influenced your buying behavior
            Most        Somewhat  don’t know             Not         Not at all
  19)     Which brand comes to your mind when you think of milk?
   Arokya                                     Nandini
       Teja Gold                              Vijaya        Any other …..




20) Which will be your alternative brand of milk?
         ……


21) Reasons for the alternative brand.



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Consumer Perception towards Nandini Milk
      Same price  same quality        same taste       any other ….


22) Any suggestions for Nandini milk?
 … …………………………..
 ……………………………...
 ……………………………..




                       Thank you




                            Babasabpatilfreepptmba.com                    70
Consumer Perception towards Nandini Milk


                     Bibliography:


 Books;
             1. Principles of Marketing by Philip Kotler.
             2. Marketing research by Parashuraman.

             3. Consumer Behaviour by Paul Samuel.



 Websites:
 WWW.Kmfnandini.com
 WWW.NDDB.com




                          Babasabpatilfreepptmba.com        71

				
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