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A Project report submitted in partial fulfillment of the requirement for the degree of
The Ludhiana district co-operative milk union is Verka milk plant; it is prestigious milk
plant of Punjab. It is famous all over the country and abroad for supplies of milk and
milk products.
Verka provides great efforts to give a trainee a practical knowledge about
different subjects. They emphasis is on practical training rather than theatrical concept. I
am lucky to get a chance to complete my training as a trainee here. I got a project to
study ratio and trend and trend analysis with co-operation. Their guidance and
cooperation to trainee is worth appreciation. Other side good plant location, layout
indoor and outdoor environment is available.
CONTENTS
Chapter 1: Introduction
1.1 Meaning of milk products
1.2 Introduction of the study
1.3 Introduction to consumer behaviour
1.4 Theoretical foundation
1.5 Consumer definition and rights
This project is about preference of the consumer towards FMCG(fast moving consumer
goods) products i.e. Milk products in domestic market (in special market (in special
context of nestle,verka&amul milk products)
The story of milk products began in the new world with the Mayans ,and also the word
milk products comes from the Mayan word xocoatl ,and the word coca from the aziec
cacahuati,who drank a dark brew called cacahuaquchtl.later ,the Aztec consumed
chacahoua and used the cocoa bean for currency. In I 523,they offered cocoa beans to
Cortez, who introduced milk products to the world ,where it swiftly because a favorite
food among the rich and noble of Europe.
From the beginning, turning raw, bitter cocoa beans into what one century writer called
the only true food of the god has been a fine art ,a delicate mixture of alchemy and
science .centuries ago it was discovered that fermenting and roasting the beans could
create an almost otherworldly flavor .in I 875,after years of trying ,a 31 -year-oldcandy
maker in vevey Daniel peter figured out how to combine milk and cocoa power.
1.3.1 Service:
Intangible products such as accounting, banking, cleaning, consultancy,
education, insurance, expertise, medical treatment, or transportation.
Sometimes services are difficult to identify because they are closely
associated with a good; such as the combination of a diagnosis with the administration of
a medicine. No transfer of possession or ownership takes place when services are sold,
and they (I) cannot be stored or transported, (2) are instantly perishable, and (3) come
into existence at the time they are bought and consumed.
1.3.2 Brand:
A brand is a Name, term, design, symbol, or any other feature that
identifies one sellers good or service as distinct from those of other sellers. Branding
began as a way to tell one persons cattle from another by means of a hot iron stamp. A
modern example of a brand is Coca Cola which belongs to the Coca-Cola Company.
1.3.3 Concepts:
Proper branding can result in higher sales of not only one product, but on
other products associated with that brand. For example, if a customer loves Pillsbury
biscuits and trust the brand. he or she is more likely to try other products offered by the
company such as chocolate chip cookies.
Brand is the personality that identifies a product, service or company
(name, term, sign, symbol, or design, or combination of them) and how it relates to key
constituencies: customers, staff, partners, investors etc.
Some people distinguish the psychological aspect, brand associations like
thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that
become linked to the brand, of a brand from the experiential aspect.
The experiential aspect consists of the sum of all points of contact with the
brand and is known as the brand experience. The brand experience is a brands action
perceived by a person. The psychological aspect, sometimes referred to as the brand
image, is a symbolic construct created within the minds of people, consisting of all the
information and expectations associated with a product, service or the company(ies)
providing them.
People engaged in branding seek to develop or align the expectations
behind the brand experience, creating the impression that a brand associated with a
product or service has certain qualities or characteristics that make it special or unique. A
brand is therefore one of the most valuable elements in an advertising theme, as it
demonstrates what the brand owner is able to offer in the marketplace. The art of creating
and maintaining a brand is called brand management. Orientation of the whole
organization towards its brand is called brand orientation. The brand orientation is
developed in responsiveness to market intelligence.
Careful brand management seeks to make the product or services relevant
to the target audience. Brands should be seen as more than the difference between the
actual cost of a product and its selling price - they represent the sum of all valuable
qualities of a product to the consumer.
A brand which is widely known in the marketplace acquires brand
recognition. When brand recognition builds up to a point where a brand enjoys a critical
mass of positive sentiment in the marketplace, it is said to have achieved brand franchise.
Brand recognition is most successful when people can state a brand without being
explicitly exposed to the companys name, but rather through visual signifiers like logos,
slogans, and colors. For example, Disney has been successful at branding with their
particular script font (originally created for Walt Disneys signature logo), which it used
in the logo for go.com.
Consumers may look on branding as an aspect of products or services, as it
often serves to denote a certain attractive quality or characteristic (see also brand
promise). From the perspective of brand owners, branded products or services also
command higher prices. Where two products resemble each other, but one of the products
has no associated branding (such as a generic, store- branded product), people may often
select the more expensive branded product on the basis of the quality of the brand or the
reputation of the brand owner.
1.3.4 Local brand:
A brand that is sold and marketed (distributed and promoted) in a relatively
small and restricted geographical area. A local brand is a brand that can be found in only
one country or region. it may be called a regional brand if the area encompasses more
than one metropolitan market. It may also be a brand that is developed for a specific
national market, however an interesting thing about local brand is that the local branding
is more often done by consumers than by the producers. Examples of local brands in
Sweden are Stomatol, Skneme etc.
1.3.5 Brand name:
The brand name is quite often used interchangeably with brand, although
it is more correctly used to specifically denote written or spoken linguistic elements of
any product. In this context a brand name constitutes a type of trademark, if the brand
name exclusively identifies the brand owner as the commercial source of products or
services. A brand owner may seek to protect proprietary rights in relation to a brand name
through trademark registration and such trademarks are called Registered Trademarks.
Advertising spokespersons have also become part of some brands, for example: Mr.
Whipple of Charmin toilet tissue and Tony the Tiger of Kelloggs Frosted Flakes. Local
branding is usually done by the consumers rather than the producers.
Brand awareness:
Brand awareness refers to customers ability to recall and recognize the
brand under different conditions and link to the brand name, logo, jingles and so on to
certain associations in memory. It consists of both brand recognition and brand recall. It
helps the customers to understand to which product or service category the particular
brand belongs and what products and services are sold under the brand name. It also
ensures that customers know which of their needs are satisfied by the brand through its
products (Keller). Brand awareness is of critical importance since customers will not
consider your brand if they are not aware of it.
There are various levels of brand awareness that require different levels and
combinations of brand recognition and recall. Top-of-Mind is the goal of most
companies. Top-of-Mind Awareness occurs when your brand is what pops into a
consumers mind when asked to name brands in a product category. For example, when
someone is asked to name a type of facial tissue, the common answer is Kleenex,
which is a top-of-mind brand. Aided Awareness occurs when a consumer is shown or
reads a list of brands, and expresses familiarity with your brand only after they hear or
see it as a type of memory aide. Strategic Awareness occurs when your brand is not only
top-of-mind to consumers, but also has distinctive qualities that stick out to consumers as
making it better than the other brands in your market. The distinctions that set your
product apart from the competition is also known as the Unique Selling Point or USP.
Positioning:
Brand positioning refers to target consumers reason to buy your brand in
preference to others. It is ensures that all brand activity has a common aim; is guided,
directed and delivered by the brands benefits/reasons to buy; and it focusses at all points
of contact with the consumer.
Sales Promotion:
Sales promotion is any initiative undertaken by an organisation to promote an increase in
sales, usage or trial of a product or service (i.e. initiatives that are not covered by the
other elements of the marketing communications or promotions mix). Sales promotions
are varied. Often they are original and creative, and hence a comprehensive list of all
available techniques is virtually impossible (since original sales promotions are launched
daily!). Here are some examples of popular sales promotions activities:
(a) Buy-One-Get-One-Free (BOGOF) - which is an example of a self-liquidating
promotion. For example if a loaf of bread is priced at $1, and cost 10 cents to
manufacture, if you sell two for $1, you are still in profit - especially if there is a
corresponding increase in sales. This is known as a PREMIUM sales promotion
tactic.
(b) Customer Relationship Management (CRM) incentives such as bonus points or
money off coupons. There are many examples of CRM, from banks to
supermarkets.
(c) New media - Websites and mobile phones that support a sales promotion. For
example, in the United Kingdom, Nestle printed individual codes on KIT-KAT
packaging, whereby a consumer would enter the code into a dynamic website to
see if they had won a prize. Consumers could also text codes via their mobile
phones to the same effect.
1.5 Consumer:
An individual who buys products or services for personal use and not for manufacture or
resale. A consumer is someone who can make the decision whether or not to purchase an
item at the store, and someone who can be influenced by marketing and advertisements.
Any time someone goes to a store and purchases a toy, shirt, beverage, or anything else,
they are making that decision as a consumer.
CRCP shares the vision of Consumer International and endorses consumer guidelines and
responsibilities prescribed by it and by the UN General Assembly. CRCP perceives its
role not only as defending the rights of the consumer but more importantly towards
achieving a clear social understanding about what it means to be consumer. It strives for
the emergence of an organized consumer movement through building a broad base of
informed and responsible consumers. CRCP endeavors to support the consumers to come
out of the prevailing inertia and play a more active role in deciding their consumption
patterns to effect long-term socio economic change and achieve sustainable development.
A summary of Consumer Internationals (CI) philosophy of Consumer Rights and
Responsibilities
Consumer Rights:
Basic Needs
The right to basic goods and services, which guarantee survival. It includes adequate
food, clothing, shelter, health care, education and sanitation.
Safety
The right to be protected against products, production processes and services which are
hazardous to health and life. It includes concern for consumers long-term as well as their
immediate requirements.
Information
The right to be given the facts needed to make an informed choice or decision. Consumer
must be provided with adequate information enabling them to act wisely and responsibly.
They must also be protected from misleading or inaccurate publicity material, whether
included in advertising, labeling, packaging or by other means.
Choice
The right to choose products and services at competitive prices and, in the case of
monopolies, to have an assurance of satisfactory quality and service at a fair price.
Representation
The right to advocate consumers interests with a view to their receiving full and
sympathetic consideration in the formulation and execution of economic and other
policies. It includes the right of representation in governmental and other policy-making
bodies as well as in the development of products and services before they are produced or
set up.
Redress
The right to a fair settlement ofjust claims. It includes the right to receive compensation
for misrepresentation of shoddy goods or unsatisfactory services and the availability of
acceptable forms of legal aid or redress for small claims where necessary.
Consumer Education
The right to acquire the knowledge and skills to be an informed consumer throughout
life. The right to consumer education incorporates the right to the knowledge and skills
needed for taking action to influence factors, which affect consumer decisions.
Healthy Environment
The right to a physical environment that will enhance the quality of life includes
protection against environmental dangers over which the individual has no control It
acknowledge the need to protect and improve the environment for present and future
generations.
Consumer Responsibilities:
Critical Awareness
The responsibility to be more alert and questioning about the price and quality of goods
and services we consume.
Action
The responsibility to assert ourselves by acting to ensure that we get a fair deal As long as
we remain passive consumers we will continue to be exploited and manipulated.
Social Concern
The responsibility to consider the impacts of our consumption patterns and lifestyles on
other citizens especially the poor disadvantaged or powerless consumers whether they be
in the local national or international community.
Environmental Awareness
The responsibility to realize the environmental costs and consequences of our
consumption patterns and lifestyles. We should recognize our individual and collective
social responsibility to conserve natural resources and to preserve earth for present and
future generations.
Solidarity
The responsibility to come together and organize consumers in order to enhance the
strength and influence required to promote and protect our interests.
Chapter-2
COMPANY PROFILE
2.1 Introductions:
Verka, a leading dairy brand of Punjab, which provided fresh milk, paneer,
curd ghee to million of homes across the region, is facing stiff competition from a
namesake brand registered in the US which has patented the brand name and the product
range. A part from making the Punjab state corporative milk product federations (milk
fed task difficult in exporting the product to the north American market ,the government
feels that the US brand is misguiding unsuspecting patrons .Milkfied is considering going
the legal action.
The US-based company in question is quality product Inc in calefornia,
incorporated in 2002,is owned by an lndian, Kulwinder dhillion. The company website
provide detail of the company selling dahi, paneer, and ghee under the verka brand across
the north American continent. The smartly packages products bear the real California
seal and the status of approval accorded by the US health department and the FDA.
Currently, Milkfied exports over 1,100 tones of desi ghee worth Rs 14
crores, largely to the gulf, Philippines, Australia and new Zealand. Milkfied had a
turnover of Rs.800 crores in 2006- 07 and is targeting a 15% growth with fiscal. With the
state government marking on the major revamp of milkfied exiting capacity, it has to be
seen what the government do to protect the hugely popular verka brand. One of the
leading dairy brands of north India. Verka is yet another contribution from the state of
Punjab. The flagship brand of Punjab state corporative milk producers Federation LTD
(milkfied), Verka is today enjoying the patronage of customers both within and outside
the country. Milkfed future programmes can never be complete without verka.
Verka is a brand leader in milk powders particularly in northern and eastern
sectors. The milkfied brand commands a premium price over milk powders manufactured
by competitors. This includes multinational as well as private trade and other corporative
federations.
Mi!kfied is serving nationwide consumers through its network of regional offices and
strong distribution channels. Milkfied markets a wide Varity of products, which include
liquid milk, skimmed milk powder, whole milk powder, infant food, ghee, butter, cheese,
lassi, SFM, ice cream, malted food and verka vigour etc .The annual turnover of milkfied
has touched to Rs.45Ocrore.Milkfied state that it has successfully leveraged on the brand
equity of verka to launch new trends, needs, taste and hopes.
Health drinks like verka vigour, verka lassi,sweetened flavored milk and a
mango drink called raseela have also hit the markets.Milkfied has now come out with
verka curd and a whole lot of different flavors of ice creams.Milkfied also made a foray
into the international markets. They say that it was the domestic competition that drove
them to alien destinations. However, Milkfied has already established its ghee market in
the middle east. verka ghee reaches all the emirates and is available in almost all super
markets. In addition to ghee, SMP is also exported to Asian countries like Philippines,
Bangladesh and sri lanka. verka malt plus (malted milkfood) is being exported to
Bangladesh also. with technology mission programmes, ever widening markets and
increasing expexports, Milkfied preparing it self to take verka to greater heights. The
federation has planned to introduce more value-added products like tetra-pack plain milk
and low calorie lassi.
Milkfied not only provides assured market to milk producers but also
carries input to enhance milk to their doorsteps.the District cooperative milk producers
unions and milk plant have attained self-sufficiency or are on the threshold of attaining
it .Milkfied has played a very vital role in providing a strong was for remunerative price
to the producers they get more money for their milk and payments are timely. In addition
tachnical input services in feeding ,breeding and management are easily accessible.
Value addition is one of Milkfiedls trust areas and the plants produce not
only pasteurized, homogenized milk but also butter milk, cream, butter and classified
butter-oil (ghee) and several other products. The milk union have marketed milk and milk
products. The puniab state Milk Federation yesterday launched verka sweet lassi and
mango rasela in chandigarh.verka lassi is popiler in india as well as abroad (milkfied
exported lassi tojapan and bagladesh).
The managing diractor of Milkfied ,vikas partap,said there had been a
persistent demand from the consumers to launch the tetra pack and it was the ideal time
to hit the market.
Milkfied has 11 plants in punjab producing 35 products, including
traditional sweets.he said there was vast scope for expension in the milk sweets segment
and the firm would launch two more in the category (son papri and dhoda) by the end of
this month.Milkfied supplies 50 lakh liter per annum of ultra heat treated milk to eastern
command (50 lakh liter per annum) and northern command (36 lakh liter per annum).He
informed that the federation procures about 7 lakh litres of milk every day and 7 lakh
farmers of punjab were earning their livelihood through Milkfied.
pure ghee nad toned milk of verka is in great demand in West Asia and we earned
about Rs 13.5 crore from export business last year added. The Punjab milkfied also
supplies 40,000hter of milk every day to mother dairy .The custom packaging of milk is
done at Patiala and the milk is then dispached to Delhi foe sale.We have a turnover of Rs
700 crore last year and expect to do better this year with the opening up of trade ties with
Pakistan, he said. He said a trade delegation was in the city to discuss the feasibility of
business with Milkfied. he pointed out that the government -run milk federation, a loss
making unit for two years, has clocked in profit due to a up grade of marketing strategies.
Milkfed was all set to pose a challenge to the private players, through an
aggressive marketing drive in the near future, he added. The Mohali plant of milkfied had
received the national productivity award,2005,on Wednesday. The award was given by
the union minister of agriculture in new Delhi. Milk plant mohali bagged the award for
the third time.
.
2.2 Inception:
Milk production is very important part of the agriculture economy in the
state of punjab. punjab is one of the smallest state in indian union with a total area of
50.362sq.kms,which is 1.5% of the indian landmass dairy farming is an age old
subsidiary proffesion in the rural areas of punjab.Punjab is the second largest milk
producing state in india, producing around 10% of the countries milk production i.e .8
million tones annually.
1. First milk plant,of the state was setup at VERKA near amritsar.
2. The brand name of milk and milk products adopted as VERKA.
3. The foundation stone of milk plant,ludhiana was laid by Hon.S.Parkash singh
Badal,the minister of punjab in june 22,1970.
2.2.1 Objectives:
a) To bring prosperity to Milk Producers in the State through assured market and
remunerative prices all round the year.
b) To provide fresh hygienic milk to urban consumers at reasonable rates.
c) To ensure viability and growth of Milk Unions by converting surplus milk into
products and ensure their marketing.
d) To modernize existing Plants and upgrade technology from time to time.
Research methodology:
Research methodology is the way to systematically solve the research
problem .when we talk about research methodology we not only talk about research
methods but also talk about the logic behind the method we use in the context of our
research thats why out research result are capable of being evaluated either by the
researcher himself or by others.
The purpose of this section is to describe the methodology carried out
complete the work. The methodology plays a dominant role in any research work .The
effectiveness of any research work upon the correctness and effectiveness of the research
methodology.
Research design:
A research design is an arrangement of conditions for collection & analysis
of data in a manner that aims to combine relevance to the research purpose with the
economy in procedure .it constitutes the blueprint for collection, measurement &analysis
of data. I have used convenient, analytical and descriptive methods.
Research instruments:
Questionnaire is most common research instrument in collecting primary
data during marketing research .A questions presented to respondents. Because of its
flexibility, the questionnaire is by far the most common instrument used to collect
primary data.
Sampling technique:
In order to take the sample for the study sample technique selected is
random sampling technique.
Sample size:
100 customer of Ludhiana district
Data collection:
Primary data:
It done from the randomly selected people from the customer.
Secondary data:
It done from various books, journals, newspapers and various internet websites.
Chapter-4
Data analysis and interpretation
Above table shows that more respondents often purchase milk beverages, very few of
respondents said they do not purchase milk beverages.
Q.4.2 Brands of beverages prefer mostly?
Brand of beverages preferred mostly
Above table shows that more respondents prefer verka beverages, another prefer amul
and few prefer mother diary, because verka is mostly available in Punjab.
Q.4.3 Frequency of purchase verka beverages?
Frequency of purchases verka beverages
Above table shows that mostly consumer use verka beverages daily and some use weekly
and others twice in a week or fortnightly.
Q.4.4 Consumer verka beverages?
Above table shows that mostly consumer purchase verka beverages, very few said they
do not purchase verka beverage.
Q.4.4.B Preferred pack size?
Above table shows that more respondents prefer one litre pack size and other 500ml and
few prefer 200 ml.
Q.4.4.C Problem with verka beverages?
Above table shows that very few said there is supply problem and other problems in
verka beverages.
Q.4.5 Satisfaction level with verka beverages?
Above table shows that some respondents are highly satisfied, many are satisfied, few are
dissatisfied and others are undecided.
Above able indicates that more respondents are retentive about verka beverages because
of its brand image and good quality.
4.7 Customer get verka beverages from?
Above table indicates that more retailers purchase verka beverages from retailers, another
from manufacturing stores and few from other sources.
4.8 Preferred season from verka beverages?
Above that indicates that mostly peoples prefer verka beverages in summer and all
seasons. Very few said that they prefer verka beverage in winter.
4.9 Satisfaction with availability of verka beverages at the outlets or retailers?
It is pertinent from above table that more people are satisfied with availability of verka
beverages, because verka beverages are almost easily available to customers.
4.10 Satisfaction with quality of beverages?
Above table shows that mostly people are satisfied with the quality of verka beverages,
very few they are not satisfied with the quality of verka beverages.
Most liked feature in verka beverages
Options No. of respondents Percentage
Nutrients 22 22.44
Taste and flavor 52 53.06
Packing 6 6.12
Cost 2 2.06
Brand image 16 16.32
Total 98 100%
Above table shows mostly people liked taste and flavor, some liked nutrients, very few
like it for brand image, packing and cost of verka beverage.
Q.4.12 Preference 4 different attributes of verka beverages?
Above table shows that respondents like Nutrients, taste and cost of verka beverages.
Availability and packaging is good, but not excellent.
Chapter-5
Findings of the study
1. 98%of respondents often purchase milk beverage and 2%do not purchase milk
beverage.
2. 71 .45%respondent prefer verka. 22.44%respondents prefer amul and rest 6. II
prefer mother dairy.
3. Out of 100, 71.44% respondents purchase verka beverage daily,14.3%respondents
purchase verka beverage weekly ,10.2% respondent verka beverage twice in a
week and 4.06%purchase verka beverage fortnightly.
4. Out of 100 respondents 97.96% consume verka beverage and 2.06%do not
purchase verka beverage.
5. Out of 100 respondents 26% respondents prefer 200 ml 34% prefer 500 ml and
40%prefer I liter.
6. Out of 100 respondents I.45%respondents said quality problem and 1.45% said
price problem and 97.1% satisfied.
7. Out of 100 respondents 26.53% are highly satisfied with verka beverages .59.18%
satisfied, 12.24% undecided and 2.05% are dissatisfied.
8. Out of 100 respondents, 97.96% respondents retentive about verka beverages and
2.06%respondents are not retentive about verka beverages.
9. Out of 100 respondents 73.47%respondents gets verka beverages from
retailers,20.41% respondents gets verka beverages other sources.
10. Out of 100 respondents 55.13%respondents prefer verka beverages in all seasons,
40.81 %in summer and 2.06%in winter and in springs.
11. Out of 100 respondents 97.96% respondents are satisfied with availability of verka
beverages at respondents and outlets and rest 2.06%are not satisfied.
12. Out of 100 respondents 97.96% are satisfied with quality of verka beverages and
rest 2.06%are not satisfied.
13. Out of 100 respondents 22.44% like verka beverages because of nutrients,
53.06%because of taste. 6.12%because of packing, 2.06%because of cost and
16.32% like because of brand image.
14. Out of 100 respondents 24.5% said nutrition is excellent, 67.4% said good and
8.1% said average.51% said taste is excellent, 34.7% said good and 14.3% said
Average.12.3% said cost is excellent, 61.3% is good and 26.4% is average. 2.1%
said packing is excellent, 56.8/a said good and 41.1% is average.14.5% said
availability is excellent, 51% said good and 34.5 said average.
Suggestions
1. At some places it was found that demand is more but availability is not
satisfactory so quick and adequate supply must be insured.
2. There should be replacement of products if that product is damaged by companys
own fault. For instance passed expiry date or poor packaging.
3. Packing of verka beverages should be improved like cane can be used for packing
of cold coffee and milk which are earlier packed in bottle; it will attract the more
customers.
4. Time based feedback must be taken by the company from customers, so that which
problems are faced by the regarding verka beverages.
5. There should be home delivery of milk in some areas like P.A.U Ludhiana.
Limitation of the study
1. There is not a particular trend followed in this industry to promote sales. Actions
are taken according to the situation and the situation changes very fast in the
industry.
2. The number of shops is very large in the number and it is very difficult to cover all
of them.
3. No replacement of damaged and expired products.
4. No advertisement is there.
Conclusion
Beverages industry is very competitive industry and dominance of verka makes it tougher
for other brands to establish in the field. So in order to complete in this market everything
should be perfect with mm focus on distribution. The distribution must be proper and
retailer s must be the main centre of focus. They are the people who can make difference.
verka beverage mach with expectation of customers and they are fully satisfied with the
quality and availability of verka beverages .Customer purchase verka beverage because
of its good quality and price mostly peoples consume verka beverage daily. Customers
are retentive about verka beverages because of its good taste and nutrition. Customer
prefers verka beverages than another brand because its availability is good in Punjab. For
promotion of sales there should be more improvement in packing because it is good not
excellent and in scheme also. Advertisement is good so no need to more stress on it. Thus
we can say that verka provide healthy beverages to customers.
BIBLOGRAPHY
Dr. Arvind Kumar Yadav and Mr Suman Yadav (2008) , Journal of IPM Meerut
Websites:-
www.milkfed.nic.in
www.milkfed.jp
www.milkfed.org
Appendix
Consumer survey form