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EXECUTIVE SUMMARY
DMUL 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 DMU. 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.
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
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.
The NDDB was founded to replace exploitation with empowerment, tradition with
Modernity, Stagnation with growth, transforming dairy into and instrument for the
development of Indians rural people.
The NDDB was established in 1965; the board is registered under the Societies
Registration Act and the public Trust Act, fulfilling the desire of the Prime Minister of
India the late Lal Bahaddur Shastri to extend the success of the Kaira Co-operative Milk
producers union (AMUL) TO OTHER PARTS OF India. Dr Vergese Kurien was the
founder chairman. The success combined the wisdom & energy of farmers with
professional management to successful capture liquid milk and milk product markets
while supporting farmers investment with inputs and services.
In 1969, when the Government of India approved the Operation Flood programme
and its financing through the monetization of World Food Programme-gifted commodities, it
was found that the statutes under which NDDB was registered did not provide for handling
COMPANY PROFILE
COMPANY NAME
NATURE OF BUSINESS
CAPACITY OF PLANT
SHARE CAPITAL
FINISHED PRODUCTS
TOTAL WORKERS
226 Workers
DEPARTMENTS
9 Departments
BRAND NAME
Nandini
915
PUNCH LINE
Milk Chilling Centers and Capacity
Board of Directors
Cleanliness
Total Quality Maintainance
Discipline
Cooperation
Transparency.
To eliminate middlemen's in the business so that the milk producers receive their appropriate
share of bread.
To educate the villagers about the adulteration of milk and its harmful effect on the body.
To see that every citizen becomes healthy by consuming good quality of milk.
Supplying quality milk to the customer in the city for appropriate price
2.
Nandini
Homogenized
toned
milk:
Nandini
4. Good life:
Cow's pure milk, UHT processed bacteria free in a
tamper-proof tetra-fino pack which keeps this milk fresh for
60 days without refrigeration until opened. Available in 500ml
fino and in 200ml Bricks pack.
5. Nandini Ghee:
AREA OF OPERATION:
Dharwad.
Haveri.
Gadag.
U.K.Distric.
INFRASTRUCTURE FACILITIES:
Infrastructure facilities in DMU, they have one chilling center and they can distribute
milk with the capacity of covering the 11 routes and the capacity is 2, 00,00LPD.
Krishna.
Arokya.
Spurthi.
Laxmi.
Aditya.
Loose milk.
Products name
Net Amt
Commission
MRP
Toned Milk/Liter
24.12
0.88
25.00
HTM/ltr
25.09
0.91
26.00
HCM/ltr
27
1.00
28.00
Curd 500gm
14
1.00
15.00
1.00
5.00
Peda/250 gm
39.00
6.00
45.00
200 ml Ghee
54.55
5.45
60.00
500 ml
180.90
18.10
199.00
1000 ml Ghee
250
30.00
280.00
10
S.F.M/ bottle
14.47
2.53
17.00
11
44.64
5.36
50.00
12
66.97
8.03
75.00
13
Paneer/kg
217.39
32.61
250.00
14
Butter 500gm
126.79
15.21
142.00
Product Name
Maximum Price of
Sale
1.
250.00
50.00
300.00
280.00
70.00
250.00
50.00
4.
SFM Bottles
14.00
5.
14.00
2.
3.
ORGANIZATIONAL STRUCTURE
President
Directors
Ex Officers
Govt. nominees
(5Members)
(5Members)
(3 Members)
Managing director
P&I
Production
Finance
Administrative
Security
Marketing
Deputy
Manager
Deputy
Manager
Deputy
Manager
Deputy
Manager
Senior
Manager
Deputy
Manager
Extension
Manager
Q.C
Officer
Accounts
Assistance
Assistance
Junior
Supervisor
Assistance
Helper
Assistance
Helper
Helper
Guards
Workers
DEPARTMENTS OF DMU:
1. Purchase Department
2. Production process and Department
3. Procurement and input Department
4. Stores Department
5. Finance Department
6. Marketing Department
7. Administrative Department
Helper
1. PURCHASE DEPARTMENT:
It is a sub-department, which comes under Finance Department. The main work of this
department is to purchase various materials required by different department. After ascertaining
the stock position by stores department and indent is sent by different department duly approved
by the Managing Director. This department act to purchase materials.
It also maintains records of all the suppliers calls for Tenders, quotations etc. Quotations
with lowest rate are sanctioned. Purchase up to 50,000 can be made by Purchase Department. If
the purchase amount is more than 50,000, then the approval of Managing Director.
STRUCTURE:The structure of Purchase Department is as shown:
PURCHASE OFFICER
PURCHASE
SUPERINDEDENT
REASON
Temperature
Clot on Boiling
Rejected
Acidity Test
Alcohol Test
Lactometer
Fat test
SNF Test
ASST. MANAGER
ASST. MANAGER
QUALITY ASSISTANT
OFFICER (CHEMICALS)
QUALITY ASSISTANT
OFFICER
QUALITY ANALYST
LAB ASSISTANT
QUALITY ASST,
DCS
Chilling
Storing
Sample Testing
Pasteurization
Separation
Homogenization
Storing
Packing
Dispatching
Production department is well equipped and has various types of highly sophisticated
machines imported from Sweden and Denmark. Once the milk is received from P & I
department, it is first weighed with the help of weighing bowl. Later, it is poured in dump tank.
Sample testing is made through lactometer reading and other tests. The fat and SNF content of
each sample of milk is accessed the cow and buffalo's milk are separately received and sent to
the production section separately through two different stainless steel pipes.
PURPOSE OF CHILLING:
This is done to avoid the growth of microorganisms, which are responsible for spoilage
of milk and bitter taste. The milk, which is stored in silos, is pumped through pipeline to the
balance tank, which helps to maintain the steady speed flow of milk in the Pasteurization
machine. In, DMU there are 2 milk Pasteurization machine and 1 Cream Pasteurization machine.
PURPOSE OF PASTEURIZATION:
Pasteurization is a process where milk is heated to high temperature and cooled instantly,
to destroy any microorganism. The pasteurized milk will stored in Pasteurized milk silos and
then sent to pre-packing section. Packing is done in 500ml and 1000ml and stored in cold storage
at 7.
PASTEURIZATION OF CREAM:
The milk in bulk is taken to the cream separator. Here, the, cream is separated. The cream is
passed through cream Pasteurization Unit. This cream is sent to Butter Section. The milk with no
fat is skimmed milk. This skim milk 'is pumped back to Pasteurization Unit and heated to 72
using steam and chilled to 4 using chilled water and stored silos. This skimmed milk is sent to
powder section. The pasteurize cream is mixed in portion to pasteurized milk.
CURDS:
Raw milk is heated to 90 and allowed to cool to 30. Later culture is added to it and
packed; the curd is formed in the packet itself. It is stored and packed in 200gms and 500gms.
The milk produced here is differentiated by the content of fat and SNF
TYPE
FAT
SNF
Toned 'Milk
3.1%
8.5%
Standard Milk
4.5%
9%
Shubham Milk
6%
9%
5.1%
9%
The below table gives a brief idea of the milk products, their fat SNF, moisture Content:
PRODUCT
FAT
SNF
MOISTURE
83%
1%
16%
Ghee
99.8%
0.2%
Pannier
20%
30%
50%
Manager (Dairy)
Deputy Manager
Asst. Manager
Office Staff
Asst. (Accounts)
Asst. (Stores)
Technical Officer
Clerk
Typist
Senior
Supervisor
Junior Supervisor
Dairy
Operators
Dairy technician
Dairy Worker
Package of milk:
The company has three machines with double head; six persons for packing the milk. The
milk is heated from 70-80 degree temperature and compressed air for filling of milk.
Total workers in this department are 24.
Curds weight:
While packaging of milk. The crate is washed from 3 to 5 degree temperature and then
the milk is set in crate and the milk is stored in cold room. The temperature of cold room is 2 to 5
degree Celsius.
Quality Control:
At different stages of production the officer from the Quality Control department keeps
verifying the quality of the products frequently. Any defects or unconformity to standards is
immediately reports and necessary measures are taken to correct them. It is only that after the
Waste materials are sent to Effluent Treatment Plant (ETP). The buttermilk liquid
containing a small percentage of fat content is sold to the soap manufacturers, otherwise it is sent
to a special tank with agitator rotating in it. Different chemicals are used and sterilized fresh
water is released for agricultural purpose. Caution is taken with regard to the height of the
chimney to avoid air pollution.
Steam plant:
In various steps of production for instance melting of butter to ghee etc., steam is
required. This steam is produced in steam production plant where coal is used for this purpose.
Everyday nearly 4-5 tones of coal are required. The ash is sold to the brick manufacturer.
THE STRUCTURE OF P&I DEPARTMENT:
Manager (P & I)
Procurement wing
Deputy Manager
Assistant Manager
Deputy Manager
Assistant Manager
Extension Officer
Clerks
Clerks
Helpers
Procurement and input department is play a vital role in the DMU. In any any milk union
this department handles the procurement of the milk required amt to the production process.
FUNCTIONS OF P&I:
PROCUREMENT OF MILK:
Farmers
(producer)
Societies
Chilling centers.
Milk union
Milk procurement process has done all the 365 days and two times a day and procuring
milk routes through transportation. DMU making Rs11 for cow milk and Rs13.50for buffalo
milk as minimum and other rate will depend on the SNF and FAT.
After the chilling the milk is loaded and brought to the nearby union. Once milk brought
to the union it is rechecked for quality, quantity, freshness and then it sent for the further
production process.
If the milk is spoilt in transit it brought to the notice of concerned society, in case of away
society if the milk is spoilt due to carelessness/delay of the driver it is brought to the notice to the
contractor who is responsible for the loss.
ESTABLISHMENT OF DAIRY CO-OPERATIVE SOCIETIES:This is the important task carried by the P&I dept, societies are established in villages. There
should be a min 50 members from societies and there should surplus of 75 liters of milk
collection per day.
There should be localities should produce milk from buffalo or cow or both, there is cheap
elected from members who has ability to run a society successfully he is responsible for selling
the shares to the formers who contributed from the societies.
Share of Rs100 each should be allocated a society should gather an Rs20, 000 from the
society.
After registration, a commencing a general body meeting will held with 9 members who
are influential and knowledgeable elected becomes director of the societies two as take as
secretary and tester.
It is the duty of secretary to maintain all records and ledgers of dairy transactions. The
tester verifies quality of the milk a sheet a send with the carrier.
PROMOTIONAL ACTIVITIES:This dept takes some promotional activities to increase the rate of production of the milk.
PRICE TO THE PROCURED MILK:The price given below is based on the SNF and Fat
Fat content
SNF
Price/Liter
Buffalo.
6%
9%
12.60RS
Cows Milk.
3.5%
8.5%
9.75Rs
4. STORES DEPARTMENT:
STRUCTURE:-
Stores Superintendent
Stores Assistant
Stores Assistant
Helpers
The stores department in DMU follows the Cordex System (Coded Control System). A
card is maintained for each item and a number is allotted. The card attached to each article
consists of amount balance, date of issue, purchase etc. this is later recorded in separated ledger
book. The inventors are of different kind ranging from mechanical, spares, packing items to
animal drugs, and stationary and veterinary drugs. There are at least 4000 different inventories.
Assistant Manager
Marketing Assistant
Account Assistant
Dairy Operator
Dairy Workers
Accounts are maintained and daily and monthly report is submitted to the production.
Marketing and Finance Department, as the products as perishable first-in-first-out method of
inventory is followed
5. FINANCE DEPARTMENT:
Deputy Manager
Assistant Account
This Department is responsible for keeping all the inward and outward flow of money of
union. It prepares budget every year and financial rules for receipts all payments are framed.
To prepare monthly accounts (Receipts and payment account P & I account and Balance
Sheet).
REPORTING TO THE MANAGEMENT:Every month an audit is submitted to the management by pore audit system. This report
contains how many agents defaulted, monthly, receipt and payment a/c etc.
SALES ACCOUNT:
This section of sales department is concerned with the accounting work of sales. They
keep daily records of collection default by the agents other record related to the sales. When
demanded quantity is delivered to the agent in morning Chelan will send with that. The agent
should remit the amt by evening to any nearest bank to the ledger in case of his default the amt is
entered into the ledger against him. The daily turnover of milk is nearly 5lack. Out of two bank
challans receipts one sent to the bank other is to finance dept. DMU has certain price policy
weekly according to marketing strategy.
6. MARKETING DEPARTMENT:-
Marketing Department is very important part of Organization marketing of milk and its
products is the greatest responsibility to all the products before losing its quality.
The marketing department of DMU is considerably extensive which covers the area of north
GOA, UTTAR KANNADA, HUBLI, DARWAD, GADAG & HAVERI todays market share of
DMU is 23%.
consideration the
Nandini.
23%
Loose vendors.
57%
Private Brand.
14%
Others
06%
Even today large no. of the market share lies with the loose vendors who supplies inferior
quality of the milk. Therefore it is necessary for the company to undertake an aggressive
marketing campaign and educate people about the quality of the milk.
MARKETING STRATEGY:
Visit to all roots of distribution vehicle for connect with all agents.
Womens association.
MEDIA OF ADVERTISEMENT:
1. News Papers.
2. Magazines.
3. Radio.
4. Wall paint.
5. Hoardings and pamphlets.
SALES PROMOTION:
Providing discounts, incentives to agents for increase sales.
Manager
Deputy Manger
(Account / Audit
Deputy Manger
(Account / Audit
Asst. Manager
Asst. Manager
Supervisor
(FGS/Stores)
Supervisor
Market assistant
Market assistant
7. ADMINISTRATIVE DEPARTMENT:-
GENERAL CO-ORDINATION:
1. Maintenance of official documents like files, records etc up to date. Collecting and presenting
EFFECTIVE CONTROL:
1. Maintenances of files, records etc up to date. Collecting and presenting data in the form
use full information from the record.
2. Recording and maintaining attendance, leave details, looking after the security needs etc.
3. Reducing the cost of office operation, production costs, without affecting the functioning
of the organization.
Deputy Manager
Asst. Manager
(Board)
Asst. Manager
(Personnel)
Admn.
Superintendent
Admn.
Superintendent
Time
Admn. Assistant
Canteen
Security
SECURITY DEPARTMENT:
Dharwad Milk Union occupies 25 acres of land the whole premise is been guarded by the
security personnel. The security people work in three shifts. All the vehicles are checked before
entering the premise. The departments is also maintains separate registers like Store-in Register,
Attendance register etc.
- 61 employees.
- 230 employees.
Deputy Manager
Asst. Manager
(Board)
Asst. Manager
(Personnel
Admn.
Superintendent
Admn.
Superintendent
Admn. Assistant
Time
SWOT ANALYSIS
Strengths:
Canteen
Security
Lack of flexibility in deciding about its operation. No authority over issues like pricing,
offering volume discounts etc. The president of KMF and the Board of directors DMU
decides it.
Perishable commodity. Milk is Perishable commodity it cannot be store in long.
Lack of professional manpower. In DHARWAD MILK UNION department heads are not
based on qualification.
Bureaucratic method of functions.
Inadequate sales promotional activity.
Opportunities:
There is a phenomenal scope for innovation in product development, packing and
presentation.
Steps to taken to introduce value added products like shrikhands, ice-creams, paneer,
khoa, flavored milk, dairy sweets etc. this will lead to a greater presence and flexibility in
the market place along with the opportunities in the field of brand building.
Yet another aspect can be the addition of infant foods and nutritionals.
Research Methodology:
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:
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.
Sampling:
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 areas of dharwad. 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
Company Websites.
Company Reports.
SAMPLING PROCESS:
Valid
yes
Frequency
100
Percent
100.0
Valid Percent
100.0
Cumulative
Percent
100.0
100
80
60
Frequency
40
20
0
yes
Interpretation: From the above data it can be said that almost all know about Nandini milk.
Frequencies
Valid
Televison
Newspaper
Banners
Friends and others
Total
Frequency
19
16
16
49
100
Percent
19.0
16.0
16.0
49.0
100.0
Valid Percent
19.0
16.0
16.0
49.0
100.0
Cumulative
Percent
19.0
35.0
51.0
100.0
50
40
30
Frequency
20
10
0
Televison
Newspaper
Banners
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.
Frequencies
Statistics
Which brand of milk yor are consuming
N
Valid
100
Missing
0
Valid
Arokya
Nandini
Teja Gold
Vijaya Gold
Any other
Total
Frequency
8
45
18
12
17
100
Percent
8.0
45.0
18.0
12.0
17.0
100.0
Valid Percent
8.0
45.0
18.0
12.0
17.0
100.0
Vijaya Gold
Nandini
Teja Gold
Cumulative
Percent
8.0
53.0
71.0
83.0
100.0
Statistics
Which of the following factors influences to choose the brand ?
N
Valid
100
Missing
0
Valid
Price
Quality
taste
Availability
Total
Frequency
12
55
22
11
100
Percent
12.0
55.0
22.0
11.0
100.0
Valid Percent
12.0
55.0
22.0
11.0
100.0
Cumulative
Percent
12.0
67.0
89.0
100.0
Price
Quality
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
Frequencies
Statistics
have you ever used nandini milk ?
N
Valid
100
Missing
0
Valid
yes
no
Total
Frequency
96
4
100
Percent
96.0
4.0
100.0
Valid Percent
96.0
4.0
100.0
Cumulative
Percent
96.0
100.0
100
80
60
Frequency
40
20
0
yes
no
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.
Frequencies
Valid
Costly
cheap
Very costly
Average
Total
Frequency
15
18
5
62
100
Percent
15.0
18.0
5.0
62.0
100.0
Valid Percent
15.0
18.0
5.0
62.0
100.0
Cumulative
Percent
15.0
33.0
38.0
100.0
Costly
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.
100
0
Quality of Nandini
Valid
Frequency
24
56
20
100
Good
Average
Poor
Total
Percent
24.0
56.0
20.0
100.0
Valid Percent
24.0
56.0
20.0
100.0
Cumulative
Percent
24.0
80.0
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 its poor.
Valid
Very Poor
Bad
Average
Good
Better
Total
Frequency
5
12
51
28
4
100
Percent
5.0
12.0
51.0
28.0
4.0
100.0
Valid Percent
5.0
12.0
51.0
28.0
4.0
100.0
Cumulative
Percent
5.0
17.0
68.0
96.0
100.0
50
40
30
Frequency
20
10
0
Very Poor
Bad
Average
Good
Better
Analysis: 51% says its average, 32% feel well and 17% says its not up to the mark.
Valid
Yes
No
Total
Frequency
57
43
100
Percent
57.0
43.0
100.0
Valid Percent
57.0
43.0
100.0
Cumulative
Percent
57.0
100.0
50
40
30
Frequency
20
10
0
Yes
No
Analysis: 57% of respondents say Nandini will enhance richness to Tea/Coffee and 43%
says its not.
Frequencies
Statistics
How much are you satisfied with the taste of Nandini milk ?
N
Valid
100
Missing
0
How much are you satisfied with the taste of Nandini milk ?
Valid
0 to 30 H.dissatisfied
40 to 70 Satisfied
80 to 100 H.satisfied
Total
Frequency
1
59
40
100
Percent
1.0
59.0
40.0
100.0
Valid Percent
1.0
59.0
40.0
100.0
Cumulative
Percent
1.0
60.0
100.0
0 to 30 H.dissatisfi
40 to 70 Satisfied
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.
Frequencies
Statistics
Thickness
N
Valid
Missing
100
0
Valid
Very bad
bad
Average
Good
better
Total
Frequency
2
22
62
13
1
100
Percent
2.0
22.0
62.0
13.0
1.0
100.0
Valid Percent
2.0
22.0
62.0
13.0
1.0
100.0
Cumulative
Percent
2.0
24.0
86.0
99.0
100.0
Thickness
better
Very bad
Good
bad
Average
Analysis: 62% of respondents say thickness of Nandini milk is average, 22% of them
says its bad and 2% feels its too bad.
Interpretation: Only about 13% of respondents feel thickness of Nandini is good.
Frequencies
100
0
Smell
Valid
Very bad
Bad
Average
Good
Better
Total
Frequency
5
34
46
12
3
100
Percent
5.0
34.0
46.0
12.0
3.0
100.0
Valid Percent
5.0
34.0
46.0
12.0
3.0
100.0
Cumulative
Percent
5.0
39.0
85.0
97.0
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 its
good.
Interpretation: Most of the customers are not happy with the smell of the Nandini.
Frequencies
Statistics
Availability/Delivery
N
Valid
Missing
100
0
Availability/Delivery
Valid
Very bad
Bad
Average
Good
Better
Total
Frequency
1
5
52
33
9
100
Percent
1.0
5.0
52.0
33.0
9.0
100.0
Valid Percent
1.0
5.0
52.0
33.0
9.0
100.0
Cumulative
Percent
1.0
6.0
58.0
91.0
100.0
Availability/Delivery
60
50
40
30
Frequency
20
10
0
Very bad
Bad
Average
Good
Better
Availability/Delivery
Interpretation: 52% of respondents say availability of Nandini is average, 33% feels its
good 9% says better only 6% says its poor.
Analysis: the above data shows that availability factor is not a problem for Nandini.
Frequencies
Statistics
packing
N
Valid
Missing
100
0
packing
Valid
Bad
Average
Good
Better
Total
Frequency
16
49
30
5
100
Percent
16.0
49.0
30.0
5.0
100.0
Valid Percent
16.0
49.0
30.0
5.0
100.0
Cumulative
Percent
16.0
65.0
95.0
100.0
packing
60
50
40
30
Frequency
20
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.
Frequencies
Statistics
For health
N
Valid
Missing
100
0
For health
Valid
Bad
Average
Good
Better
Total
Frequency
4
50
41
5
100
Percent
4.0
50.0
41.0
5.0
100.0
Valid Percent
4.0
50.0
41.0
5.0
100.0
Cumulative
Percent
4.0
54.0
95.0
100.0
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.
Frequencies
Statistics
Totaly are you satisfied with Nandini milk ?
N
Valid
100
Missing
0
Valid
very bad
Bad
Average
Good
Better
Total
Frequency
3
17
47
27
6
100
Percent
3.0
17.0
47.0
27.0
6.0
100.0
Valid Percent
3.0
17.0
47.0
27.0
6.0
100.0
Cumulative
Percent
3.0
20.0
67.0
94.0
100.0
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.
Frequencies
Valid
250 ml
500 ml
1 Ltr
Total
Frequency
8
79
13
100
Percent
8.0
79.0
13.0
100.0
Valid Percent
8.0
79.0
13.0
100.0
Cumulative
Percent
8.0
87.0
100.0
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.
Valid
Frequency
22
15
9
43
11
100
Quality
Service provide
Customer relation
Health conscious
Any other
Total
Percent
22.0
15.0
9.0
43.0
11.0
100.0
Valid Percent
22.0
15.0
9.0
43.0
11.0
100.0
Cumulative
Percent
22.0
37.0
46.0
89.0
100.0
40
30
Frequency
20
10
0
Quality
Customer relation
Service provide
Any other
Health conscious
Frequencies
Statistics
At what extent the technology has
influenced your buying behavior
N
Valid
100
Missing
0
Valid
Most
Somewhat
Don't Know
Not
Any other
Total
Frequency
8
25
63
2
2
100
Percent
8.0
25.0
63.0
2.0
2.0
100.0
Valid Percent
8.0
25.0
63.0
2.0
2.0
100.0
Most
Somewhat
Don't Know
Cumulative
Percent
8.0
33.0
96.0
98.0
100.0
Frequencies
Statistics
Which brand comes to your mindwhen you think of milk ?
N
Valid
100
Missing
0
Valid
Arokya
Nandini
Teja gold
Vijaya
Any other
Total
Frequency
11
65
13
6
5
100
Percent
11.0
65.0
13.0
6.0
5.0
100.0
Valid Percent
11.0
65.0
13.0
6.0
5.0
100.0
Cumulative
Percent
11.0
76.0
89.0
95.0
100.0
Arokya
Nandini
Analysis: For 65% of respondents says Nandini brand comes to their mind when they
think of milk.
Frequencies
Statistics
Reasons for the alternative brand.
N
Valid
100
Missing
0
Valid
Same price
Same quality
Same taste
Any other
5
Total
Frequency
9
34
16
40
1
100
Percent
9.0
34.0
16.0
40.0
1.0
100.0
Valid Percent
9.0
34.0
16.0
40.0
1.0
100.0
Cumulative
Percent
9.0
43.0
59.0
99.0
100.0
Same price
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.
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 inbetween 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.
More than 80% do not have any complaint regarding packaging of Nandini.
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.
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.
Conclusion:
After interacting with the marketing officer and other employees of DMU Ltd and the
survey I made in Dharwad, 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.
Appendices:
Name: .
Age: ..
Gender: Male
Qualification:
Occupation:
Income:
Family size:
Female:
QUESTIONNAIRE
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
Quality
Taste
Any other .
5) Have you ever used Nandini milk?
Availability
Packaging
No
Cheap
Very costly
Average
Average
Poor
Very poor
Bad
Average
Good
Better
No
10) How much are you satisfied with the taste of Nandini Milk?
0%
10%
Highly
20%
30%
40%
50%
60%
70%
80%
Satisfied
Dissatisfied
11) Rate the following factors with respect to Nandini milk.
Thickness
90%
100%
High
satisfied
Bad
Average
Good
Better
Bad
Average
Good
Better
Bad
Average
Good
Better
Bad
Average
Good
Better
Bad
Average
Good
Better
Smell
Very bad
Availability/Delivery
Very bad
Packaging
Very bad
For Health
Very bad
Very bad
Bad
Average
Good
Better
Good
Better
Very bad
Bad
Average
15) Among the following which brand you prefer in Nandini & other brands rate the factors
Rating
Tast
Features
Quality
Thicknes
Price
Packaging
Nandini
Any
other
brand
Excellent =5
Very good =4
Bad = 2
16) Which size of packaging do you prefer more?
Good = 3
Very bad =1
2) Service provided
3) Customer relation
4) Health conscious
5) Any other .
18) At what extent the technology has influenced your buying behavior
Most
19)
Not
Not at all
Arokya
Nandini
Teja Gold
Vijaya
Any other ..
same quality
same taste
any other .
Bibliography:
Books;
Principles of Marketing by Philip Kotler.
Marketing research by Parashuraman.
Consumer Behaviour by Paul Samuel.
Subba Rao P: Essentials of HRM Industrial Relations (Himalaya Publication) Vol-2
Edition. Geetanjali press Pvt. Ltd. Bangalore.
K.Ashwathappa: Production and Operation Management
(Himalaya publication) Bangalore.
Philip Kotler: Marketing Department Vol-3.
Websites:
Site visited for products of company
http://www.nandini.co-op.com
Site visited regarding service provided by the company
http://www.kmf.com