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REPORT On

CONSUMER PERCEPTION ON CONTRIBUTION OF MILK TOWARDS FAMILY HEALTH

Submitted in partial fulfillment of the requirements of PGDM By

PRATIK BANERJEE SOURAV DAS VICKY ROY AYON MODAK

2013-2015

INDUS BUSINESS ACADEMY

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ACKNOWLEDGEMENT

We have taken efforts in this project. However, it would not have been possible without the kind support and help of many individuals in our organization and college. We would like to extend my sincere thanks to all of them.

We would like to express my gratitude towards my college IBA and Dr.Das for his kind cooperation and encouragement which helped us in completion of this project.

Our thanks and appreciations also go to my colleague in developing the project and people who have willingly helped me out with their abilities.

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(i)

DECLARATION FORM

I hereby declare that the Project work entitled CONSUMER PERCEPTION TOWARDS CONTRIBUTION OF MILK IN FAMILYs HEALTH submitted by us for the Business research Course in the PGDM to IBA Greater Noida is our own original

Signature of Student: _____________ ___________ Name of Student: ________________

Signature of Professor:

______________ __________________________ Date: Place: Date: Place:

(ii)
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TABLE OF CONTENTS
S.NO 1 2 3 TOPIC EXECUTIVE SUMMARY INTRODUCTION - MILK PROJECT DETAILS - Milk project 4 6 7 8 9 DATA ANALYSIS SUGGESTION/ RECOMMENDATION CONCLUSION BIBLIOGRAPHY ANNEXURE I 9 12 13 14 15 PAGE NO. 5 6 7

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EXECUTIVE SUMMARY
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This project report is on consumer perception, perception of a mother when she gives her child a glass of milk, perception of a housewife when she makes good tea or coffee for her husband & family members and perception of every consumer when they consume milk for drinking it hot or cool, making Dahi or Paneer, preparing chocolates or Kheer, all of these needs are satisfied with only one product MILK. This project is done for the fulfillment of the Business Research course at IBA, This is to check the consumer behavior towards usage of milk and whether they would prefer a new variant of milk for refreshment purpose (tea coffee) and drinking purpose.The project is titled as CONSUMER PERCEPTION TOWARDS CONTRIBUTION OF MILK IN FAMILY HEALTH. For this the requirement was to visit various households with a predetermined questionnaire and share with the respondents that how useful milk is, what this new milk is and how useful will it be to the consumers. Another task was to observe and collect all the relevant information which would be useful for the completion of this project. In this report further are the findings and analysis from the data collected. The data collected is from the region of Greater Noida where the research work took place for a period of 2 weeks. The data of 50 respondents is presented with the help of charts and diagrams for making the analysis look simple and easily understandable to the reader of this project. There are Recommendations and suggestions for it. These recommendations and suggestions are given on bases of the level of understanding about what all was experienced during these two weeks. The annexure contains the questionnaire which was used for taking information from the respondents.

INTRODUCTION Milk
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A strange but true fact about milk as a product; milk is the only product where the consumer of the product runs away from the product. This does not need any explanation as this is seen in every household that how a mother has to run behind her child to give him a glass of milk. so why is that mother taking so much pain to make her child have a glass of milk, this is because of the benefits that glass of milk will give to her child.

Milk - Nutrient Powerhouse


Milk is packed with nine essential nutrients important for health of body. In fact, without milk in diet, it's difficult to get the right amounts of the nutrients needed. Numerous studies have shown that milk drinkers have healthier diets compared to non-milk drinkers. Here's the powerful payback which is present in every glass. One glass of fat free milk contains:

80 calories, 0 grams of fat 30% Calcium: Helps build and maintain strong bones and teeth; reduces the risk of stress fractures and osteoporosis. Plays a role in promoting normal blood pressure.

25% Vitamin D: Promotes the absorption of calcium for healthy bones. Maintains normal blood levels of calcium and phosphorus.

20% Phosphorus: Works with calcium and vitamin D to help keep bones strong. 20% Riboflavin: Helps convert food into energy. Plays a vital role in the development of the nervous system.

16% Protein: Helps build and maintain lean muscle; the high-quality protein in milk contains all of the essential amino acids (the building blocks for protein).

13% Vitamin B-12: Works closely with folate to make red blood cells. Helps maintain the central nervous system.

11% Potassium: Helps regulate the balance of fluids in your body. Plays a role in maintaining normal blood pressure.

10% Vitamin A: Supports good vision, healthy skin and maintains integrity of immune system.

10% Niacin (niacin equivalents): Helps enzymes function normally in body.

.THE

PROJECT

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Title of the project was CONSUMER PERCEPTION TOWARDS CONTRIBUTION OF MILK IN FAMILY HEALTH.. Milk is a very important commodity for any member in the family. People dont consider various facts while consumption of milk. Milk is said to be a complete food and is considered nutritious for children.

PROJECT DETAILS
PROJECT MILK
Title
CONSUMER PERCEPTION TOWARDS CONTRIBUTION OF MILK IN FAMILYs HEALTH

Need of Research
This research is done on the product which is milk, which is used in each and every household of any urban or rural city. Though nobody thinks about it but milk is the most important commodity which is consumed by any family. Milk has components which are very useful for any human being, but people dont know that how to gain the most out a glass of milk. So, this research will help the consumers to increase their knowledge and their understanding about milk. The most important need was to know the preference of the customers to who are ready to try the new variety of milk.

Objectives of research
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1. To gather information from the consumers regarding their consumption pattern of milk. 2. To provide consumer information to the consumers regarding different usage of milk i.e. Milk as refreshment vs. milk as a health drink. 3. To convert the consumers from the traditional use of milk to a use of milk as a refreshment and health drink for nourishment differently.

Project Description
This project was done in order to know the perception of the consumer for the consumption of milk in family and also to know what they think about the contribution of milk towards their familys health. For this purpose, a survey was conducted with a questionnaire with a well defined format of questions which helped to gather better views regarding the milk consumption pattern of consumers .

Research design and methodology


This research was not conducted for a fixed group of people; interview of any adult person who was responsible enough to take family decisions was liable to fill up the questionnaire.

Quantitative research
For this purpose a quantitative research was conducted, with a specific questionnaire. Groups were made on the basis of college i.e. students of IBA Greater Noida

Survey area
The area was of Greater Noida

Sample Size
Pre determined target for each individual was of 20 surveys per group member.

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ANALYSIS
Variant purchased Buffalo Milk(1) Cow milk(2) Full Cream(3) Toned milk(4) Token milk(5) Total family 25 15 11 14 15 80

30 25 20 15 Series1 10 5 0 Buffalo Cow Full Toned Token Milk(1) milk(2) Cream(3) milk(4) milk(5)

TOTAL Children 191 Adult 243 Sr. Citizen 47

TOTAL Children TOTAL Adult TOTAL Sr. Citizen

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Visiting shops 53

Home delivery 28

Visiting shops Home delivery

separate milk for separate purpose Yes 49

No 32

Yes No

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Home Delivery (new Product) Yes No 58 23

Yes No

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RECOMMENDATIONS AND SUGGESTIONS

1. There is a huge potential of the new variant, but just it has to make its product available on shelves and to maximum retailers who deal in milk in local markets. 2. Another thing observed is that the customers now days have become much more conscious about what they consume and specially a product like milk. so majority of the respondents told that they will think about buying the product .

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CONCLUSION

At end of this project it can be concluded that it will be a new concept however after the analysis it is seen that it is not so easy to get a consumer drink new milk. This project has been finished in terms of the data collection and analysis

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BIBLIOGRAPHY

We would like to thank our Professor Dr.D.Das for his kind cooperation and help, without whom it would not have been possible to complete the project. We would also like to thank all the people who gave their valuable time to share their information and preferences towards milk usage.

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Annexure I
Questionnaire for Execution among Consumers
Questionnaire for consumers

1. Name of the respondent ..................... 2. Do you consume milk? Y/N 3. Variant purchased (tick)
I. II. III. IV. V. buffalo milk cow milk full cream token milk toned

Number of family members children..adult.senior citizen Average consumption of milk per day Average price paid currently per ltr Usage pattern Drinking milk (% of total consumption) Tea / coffee.. (% of total consumption) Dahi .. (% of total consumption) Purchased by visiting shop / home delivered (please tick) 8. Would you like to go for a separate variety of milk for Tea / coffee and drinking Y/N 9. Would you like to accept both varieties of milk being delivered at your door steps daily Y/N 10. What quantity you would prefer per day ltr (drinking ) ltr (tea/coffee) milk 4. 5. 6. 7.

Signature of the respondent Name Date and place

Signature of the surveyor

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