Consumer Awareness Towards Nandini Milk & Milk Products at Bijapur-Bagalkot Co-Operative Milk Producer

A Project Report On
“Consumer Awareness Towards Nandini Milk & Milk

Products” At Bijapur-Bagalkot Co-operative Milk Producer
Society Union Ltd., Bijapur
Submitted To
VISVESVARAYA TECHNOLOGICAL UNIVERSITY,

BELGAUM
Towards partial fulfillment of the degree of
MASTER OF BUSINESS ADMINISTRATION (M.B.A)
Batch 2013-15
Submitted By:
MISS. SHRUTI KAKHANDKI
USN NO: 2BL13MBA34
Under the Guidance of

INTERNAL GUIDE EXTERNAL GUIDE
Prof. Veerendrakumar M. Narasalagi Shri S.S.Kumbar
(Dept of MBA) (HR Manager)
B.L.D.E.A’s V.P Dr. P.G. Halakatti College of Engineering & Technology,

Bijapur (Department of Management Studies – MBA)
B.L.D.E.Association's
V.P Dr.P.G.Halakatti College of Engg & Tech Department of MBA
(Affiliated to Visvesvaraya Technological University, Belgaum 590018)
Bijapur-586104
CERTIFICATE
This is to certify that Miss. Shruti kakhandki bearing USN:2BL13MBA34, is a

bonafide student of Master of Business Administration course of the institute
2013-2015, affiliated to Visvesvaraya Technological University, Belgaum.
Internship report on “CONSUMER AWARENESS TOWARDS NANDINI
MILK AND MILK PRODUCTS AT BIMUL IN BIJAPUR is prepared by her
under the guidance of Prof. Veerendrakumar M. Narasalagi, in partial
fulfillment of the requirements for the award of the degree of Master of
Business Administration of Visvesvaraya Technological University, Belgaum
Karnataka.
Prof. Veerendra Narasalagi Prof. Akash.C.Mathapati Dr. V. P. Huggi
(Internal Guide) (Head of the Dept) (Principal)

GUIDE CERTIFICATE
B.L.D.E.A’S V.P.DR.P.G.HALAKATTI
COLLEGE OF ENGINEERING & TECHNOLOGY
MBA Department
(Affiliated to Visvesvaraya Technological University, Belgaum)
This is certify that, the project report entitled study on “Consumer Awareness
Towards Nandini Milk & Milk Products” at BIMUL , prepared by Miss. Shruti
kakhandki under my supervision and guidance. This project report embodies the result of
her own efforts and investigation with concerned department.
\\ Signature of Guide
Prof. V.M. Narasalagi

DECLARATION
I SHRUTI S KAKHANDKI, here by declare that the Internship report entitled
CONSUMER AWARENESS TOWARDSNANDINI MILK & MILK PRODUCTS with
reference to BIJAPUR-BAGALKOT DIST CO-OP SOCIETIES PRODUCER UNION-
LTD AT BIJAPUR” prepared by me under the guidance of Prof. Veerendra Kumar M.
Narasalagi, faculty of M.B.A Department, B.L.D.E.Association’s V.P Dr.P.G.Halakatti
College of Engg & Tech, Bijapur-586103.& external assistance by S.S.KUMBAR,HR, at
Bijapur-Bagalkot dist Co-Op Societies producer Union-LTD at Bijapur.
I also declare that this internship work is towards the partial fulfillment of the university
regulations for the award of degree of Master of Business Administration by visvesvaraya
Technological University, Belgaum.
I have undergone a summer project for a period of Twelve weeks. I further declare that this
project is based on the original study undertaken by me & has not been submitted for the
award of any degree/diploma from any other University/Institution.
Place : BIJAPUR
Date : Signature of the Student

ACKNOWLEDGEMENT
It is my proud privilege to extend words of thanks to those people who have helped
and encouraged me in completing this study successfully first & for most, I would like to
take this opportunity to express my sincere gratitude & profound thanks to our beloved
principal Dr. V. P. Huggi & also for having instilled in me much needed confidence. I also
extend my sincere gratitude to Prof. Akash Mathapati, HOD & internal guide sProf.
Veerndra Kumar M. Narasalgi. My hearty thanks to, MR.S.S.KUMBAR HR of Bijapur-
Bagalkot Dist Co-Op societies producer union Ltd Bijapur who gave me an opportunity to
do this marketing project. I owe dept of gratitude to my parents, the salient guide in my
life without whose never ending support nothing would have been possible. Last but not
the least, I would like to take this opportunity to thanks all my friends & well wishers who
directly or indirectly helped me.
SHRUTI.S.KAKHANDKI
USN No:2BL13MBA34
CONTENTS
Sl.No. PARTICULARS PAGE NO.

1. Executive Summary
2. Introduction 1
2.1 objective of study 2
2.2 Need for the Study 2
2.3 Scope of the study 2
2.4 Research Methodology 4
2.5 Literature Review 9
2.6 Limitations of the Study 9
3. Industry profile 10-12
3.1 Company Profile 13
3.1.1 Area of operation 14
3.1.2 Infrastructure facilities 15
3.1.3 Organization chart 16
3.1.4 Competitors 17
3.1.5 SWOT Analysis 7’s MODEL 17
3.1.6 Vision mission & quality service 20
3.1.7 Future growth & prospect 21
3.1.7 Processing of milk & Flow chart 21
3.1.8 Promotional Activities 21
4 Theoretical Background of the Study 23
5 Data Analysis & Interpretation 25
6 Findings , Suggestion & Conclusion
6.1 Findings 41
6.2 Suggestions 42
6.3 Conclusion 42
7 Bibliography 43
8 Annexure 45
LIST OF TABLES
SL.NO PARTICULARS PAGE NO
Table No.1 Awareness of customers NANDINI 26

Brand of Milk
Table No.2 Awareness of Respondents about 27

different variants of Nandini milk.
Table No.3 Customers awareness of Nandini 28

milk products .
Table No.4 Usage of Nandini Milk and milk 29

products by respondents under study.
Table No.5 Customer Loyalty towards Nandini 30

Milk.
Table No.6 Parameters considered while buying 31

milk and milk products by
consumers.
Table No.7 Different Channels used by BIMUL for 32

Promotional activities
Table No.8 Customer satisfaction level towards 33

Nandini milk and milk products.
Table No.9 Customer understanding about 34

adulteration of Nandini milk.
Table Awareness of spread of diseases from 35

No.10 milk consumption.
Table Awareness programs conducted by 36

No.11 Karnatak Milk Federation.
Table Respondents satisfaction level towards 37

No.12 packaging of nandini milk.
Table Consumers preference of alternative 38

No.13 Brands to Nandini milk.
Table Volume of Milk purchased by 39

No.14 respondents.
.
1EXECUTIVE SUMMARY
INTRODUCTION
Marketing is considered as a total system of business, it is considered as never ending

process of discovering from customer needs & desires in to the product services, creating
demand for the product & services, meeting the consumer demand through distribution
channel, meeting for the competition in the market. The consumer awareness is to set the
marketing objectives, marketing plan, marketing function, implement marketing mix & the
awareness ensure the accomplishment of the setting marketing objectives.
The awareness process begins with the customer, and then process ends with customer
awareness & social well being of society. Marketing matches process with producer
marketing mix that meets consumer demands of the society. The process is based on goals
& capabilities in marketing the products marketing research tool help to identify market
demand, demand provides a marketing mix to marketing opportunity.
The co-operative milk unions can survive in market it depends on occurring the consumer
confidence successfully in their products. The small or medium scale dairy processors have
to be lot of experience in milk marketing. The price consideration of a product is the
important factor for consumer demand in marketing that includes cost of milk collection,
transportation, packaging, marketing & distribution, taxes & tariffs, profit margin from
each stage of the marketing.
The marketing information includes area covered, type of competitors, marketing channel.
The feasibility study for milk marketing & processing depends on shifts of workers,
average fresh milk & milk products, capital investment, location of sources of energy
Consumer Awareness Towards Nandini Milk & Milk Products In Bijapur
INTRODUCTION
B.L.D.EE.A’s V.P.Dr.P.G. Halakatti College of Engg & Tech Bijapur Page 1

2: INTRODUCTION
Title of the project:
“TO STUDY THE CONSUMER AWARENESS ABOUT NANDINI MILK

AND MILK PRODUCTS,
2.1OBJECTIVE OF THE STUDY:
 Study on consumer awareness about Milk and Milk Products.
 To create awareness of packaging of milk.
 To know promotional activities conducted by the KMF.
 To create awareness of adulteration of milk.
 To study on available departments & process of work flow.
2.2 Scope of the study:
 The scope of the project is to know the consumers awareness towards Nandini
milk & milk products
 The study will help the company to understand the behavior of individual
customer while purchasing milk products
 The study will help the company to know the expectation of consumers
 The study will help the company to make strategies to improve their services
to meet customer’s expectation
 Scope of my study is restricted only to Bijapur city

2.3 NEED FOR THE STUDY: BIMUL is the oldest company milk diary in
Bijapur. The KMF has conducted many of the awareness programs for the consumers
& it is famous by the brand name Nandini so the retaining of customers was important
the customer who visited from Nandini to local private branded products.
The cost of the products for the Nandini products is the local fair price with good
quality. So the most customers never shift From Nandini brand. The company is
coming with the growth in the product line of the products. The shrikhand new
product is launched has the available customers for that product.

METHODOLOGY

2.4 RESEARCH METHODOLOGY
Introduction to research: Research means a systematic investigation. It is quest
for knowledge. Research may be defined as a process of knowing new facts &
verifying old ones by application of scientific methods to a natural or social
phenomenon.

RESEARCH DESIGN
Introduction: It is an arrangement of conditions for collections and analysis of
data in a manner that aims to combine relevance to the research purpose with
economy in procedure.
SL No. Contents Description

1. Project Title STUDY ON “CONSUMER AWARENESS
TOWARDS NANDINI MILK & MILK
PRODUCTS”
2. Sample Size 100
3. Sample Unit House holds(employees, students, working women
non-working women,etc)
4. Area Covered Bijapur city.
5. Sampling Procedure Non Probability Convenience Sampling.
6. Research Design Descriptive
7. Data Collection Survey
Method
8. Research Questionnaire
9. Type
Instrument of Structured
Questionnaire
10. Type of Questions Close Ended, Open Ended Questions
11. Method Of Survey Sample Survey
12. Type of Sampling Judgment & Convenience Sampling
REVIEW OF EARLIER PROJECTS:
In many earlier projects the competitors effect 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., 100ml in non Nandini brands made them
to shift their brand from Nandini to others.

PRIMARY DATA:
The data collected originally by the researcher and it is fresh data. Following
are the methods of collecting primary data.
1) Observation method
2) Interview method
3) Discussion method
SECONDARY DATA:
When the investigator does not collect data originally for the research enquiry
but use data already existed, available in published or unpublished form is called
secondary data.
Different sources used for collecting secondary data.
1. Books
2. Internet
3. Company report
SAMPLE DESIGN:
A sample design is the framework or road map, which serves as the basis for
the selection of a survey sample and effects many other important aspects of a survey
as well.
1. Population: customers from the Bijapur city.

2. Sampling frame: Hudco Jalanagar , B.L.D.E Campus, Gandhi chowk
areas in Bijapur
3. Sample unit: House wives, professionals
4. Sample size:100 units
5. Sampling method: convenience samplin
Secondary sources:
a) Company websites
b) Related information from internet

Field Work:
The field work was very exciting because daily interaction with consumers
had given good inputs to project. It was 10Weeks field work that I had surveyed 100
consumers in various areas.
Consumers were very much responding to my questions and it was rich
learning experience for me. I visited different hotels and collected information about
Nandini milk and they gave good feedback about Nandini milk. I had chosen three
areas in Bijapur city (Hudco Jalangar, B.L.D.E campus, Gandhi Chowk). The
information necessary for this research study is collected by tapping primary and
secondary sources.

2.5LITERATURE REVIEW
Dairying is one of the important field as agriculture to farmers, farmers are playing
vital role in the marketing of the diary milk is considered as diet for children’s
Article: International interdisciplinary journal volume-III may-June 2013
(Henderson1971): literature review will be discussed within frame work of research

hypothesis, it defines independent & dependent variables of diary products where
mixture of effective marketing is necessary like pricing, payment system, policies,
promotional activities with combination of firms resources for customer needs
2.6LIMITATION OF THE STUDY:
1) This study covers only Bijapur unit, the part of BIMUL.

2) The study is restricted for only two months.
3) The survey made in only 2 to 3 areas of Bijapur city.
4) The study only focuses on consumer awareness towards Nandini milk &
milk products only.
Measurement & Analysis Techniques:
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.

INDUSTRY AND COMPANY

PROFILE

3 INDUSTRY PROFILE
DIARY INDUSTRY
In India milk is considered as one of the important need for dairy flow of life. The
milk is consumed by both rural & urban people. Every year there is growth rate in
milk. Most of the Indians customers prefer milk for daily use of addiction tea &
coffee. Milk is considered as nutritional value for vitamin D, the middle person agent
who delivers milk to the customer’s home. Some of the milk is delivered through
chains
NDDB (National diary development board)
HISTORY : Dr. Varghese Kurien is the founder of white revolution .NDDB came in
to existence in 1965, the objective is to increase milk production .the services
provided are planning of diary & developing co-operative society, training the
manpower .the milk is marketed by 170 co-operative milk producers .NDDB has co-
operatives like commodity co-operatives veterinary care intensive.
SERVICES RENDERED BY NDDB:
 Planning dairy and rural development projects.
 Organization of farmer co-operative societies.
 Setting up of dairy and cattle feed plants.
 Manpower planning and training.
 Applied research and development.
 Implementation of milk production enchantment programmed.

BACKGROUND OF THE STUDY:
The increasing competition in market for milk & milk products is creating
very difficult scenario for organization like KMF to sustain the position in the market,
hence this study is to analyze the awareness of consumers towards Nandini milk and
an attempt to frame out the ways to sustain market position. Although still Nandini is
having good reputation and brand image for its factors like less price, health
conscious and experienced player in the market. I tried to give consumer awareness
towards Nandini milk which may help the marketing department. The study focused
on how exactly consumer awareness towards the Nandini milk,

3.1 COMPANY PROFILE
Background & Inception of the company:
KMF was established in the year 1984. It is a co-operative apex body

developments activity by farmer’s organizations
In India Gujarat state are the milk producers before Independence which was
under British rulers. Britishers used to purchase milk from local milk vendors with
paying low price for milk
So Gujarat milk producers decided to form co-operative milk union under the
guidance of Mr. V.Kurian they founded milk union & named it as AMUL (Anand
milk union ltd). It helped them to get fair price for milk
This further decided that such system to be developed in our state to protect
milk producer so that KMF established in 1975
In June 1974 the project came in to existence in Karnataka, the intention is of

multilevel multiunit project organization with all diary development activities
KMF came in to existence in May 1984 as KDDC
WORK FLOW MODEL:
The KMF work flow model starts from the inputs of collection of milk from
the co-operative society that includes raw materials, men, machine, power plant &
facilities available with the conversion of process through operation, inspection,
storage production, planning& control to the out of milk & milk products
INPUT CONVERSION OUTPUT
Bimul produces 60TLPD capacity of milk with 5000 kph capacity cream.
The process of work flow that is from planning controlling & execution is
done with co-ordination with other departments, all the departments are linked with
each other if one department will make mistake the whole organization system is
disturbed for instance if some changes in production increases then the marketing,
finance, HR, departments will automatically change so necessary steps need to be
taken like

1) Production strategy
2) supply chain mgt
3) TQM
3.1.1 AREA OF OPERATION
Name of the organization: Bijapur & Bagalkot co-operative producers
Societies union Ltd (BIMUL)
Established year : 1984
Location : NH-4, Bhutanala post, Bijapur, Karnataka
Employees : permanent employees-120
Contract workers-69
Brand name : NANDINI
Trade mark : “COW”
Board of director : 6-Elected members
5-Official members
3-Nominated by government of Karnataka
Area of operation : 35 acre

BIMUL builds & runs under the co-operative institution such as
1) District co-operative society
2) National dairy development board
BOARD OF DIRECTOR
1) Sri: Shrishailgowda .G. Patil - President
2) Sri: Krishnappa .L. Bilkeri - Director
3) Sri: Kumaraswamy Hadogalimath
4) Sri: Mahadev Marapur
5) Sri: Sanganna Handi
6) Sri: Prakash Kadapatti
7) Sri: Bahuballi Narasgond
8) Smt: Vani Rajannavar
9) Smt: Sayawwa Madar
10) Smt: RenukaShashagiri
11) Dr: D.Ashok - MD
3.1.2 Infrastructural Facilities
Infrastructural facilities of BIMUL are as follows
1) Security facilities
2) Canteen facilities
3) Shift facilities-3 shifts per day
4) Heat allowance
5) Cold allowance

3.1.3 ORGANIZATION CHART
Purchase Purchase Purchase

officer Assistant
MIS System Assistant

Office
Admin Admin Admin

Assistant Assistant
(Grp 1) (Grp 2)
Middle
Assistant Rate
Manager Attender
(Input)
Department
Manager 1
Assistant Assistant
Procureme Manager
nt Feed & Food
Department
Manager 2
Assistant Execute
Manager Officer
Procurement
Managing
Director Production
Assistant Dairy Assistant
Manager Supervisor
Mechanical Assistant
Assistant
Processing
(Dairy)
Mechanical Assistant
Assistant
Electonical
Assistant
Manager
(Quality Control)
Marketing Deputy Marketing Marketing

Assistant
Manager Superviser Assistant
Manager
Store

3.1.4 COMPETITORS
The NANDINI milk is a facing a lot of competition in the milk market. The prime
competitors are private players, like
1) Doodapandri
2) Arogya
3) Swabhiman
4) Adhitya
5) Govind
3.1.5 SWOT ANALYSIS OF INDIAN DAIRY INDUSTRY
STRENGTHS
 Available loyal customer

 Margin o reasonable price
 Availability of raw materials from local Bijapur & Bagalkot district suppliers
of milk.
 Man power
 Transportation
 Availability of product mix of range of milk products.
WEAKNESS
 Competition
 Maintaining of perishability of products.
 Distribution channel program.
 No technical improvements
OPPORTUNITIES
 Export potential
 Innovation in product development, packaging
 Addition of foods, geriatric foods & nutritional

THREATS
 The un-organized milk vendors

 The available competitors in the society are Arokya, Adithya, Dhoodpandri,
govind.ss
3.1.6 The Flow of 7S Model in Organization :
STRUCT
URE
STRUCT
SYSTEM
URE
SHARED
VALUES
SKILLS STYLE
STAFF
Capabilities from different view points. It covers the Organization’s capabilities

needed to implement strategy successfully. It works best in medium & large size
organization.
These 7S model which are categorized as either HARD or SOFT elements.
Hard elements: strategy, structure, systems
Soft elements: shared values, skills, style, and staff.

STRUCTURE
1. The flow of organization hierarchy from Top management to lower

management.
2. The KMF was established in 1975 to develop diary activities.
3. KMF is the apex body at the state level.
4. The decision making & controlling are decentralized.
5. The company is divided in to different department team work is divided.
STRATEGY
1. The nature of strategy of Bijapur & Bagalkot milk union ltd is that procuring
of the milk from societies.
2. Generating employment opportunities for rural mass.
3. Supplying quality milk to consumers in the city @ appropriate price.
4. Good transportation facility.
5. The total quality maintenance.
6. The available lot of competition in the milk market.
SYSTEMS
1. There are main systems that run the organizations like procurement,
processing of milk, marketing, administration, purchasing, MIS, & accounts.
2. The technology usage to test the quality.
3. The usage of MIS software for maintenance.
SHARED VALUES: The shared values includes the organization mission & vision
that includes
 Cleanliness
 Total quality maintenance
 Discipline
STYLE
1. There is a participative leadership style in KMF.

2. The marketing department takes effective.
3. The employees are competitive & co-operative.

4. There are real teams functioning within the organizations.
STAFF
1. There are 120 workers in the Union.

2. The salary paid on daily & monthly wages.
3. The shift facilities for staff to work.
4. Canteen facilities, Securities facilities.
SKILLS
1. The workers are recruited according to the role requirement. Through written
test Interview, giving wide publicity through Ad newspaper
2. Public call form
3.1.7 FUTURE, GROWTH & PROSPECT
Milk has become one among the basic need of people .the future growth is of
multilevel, multiunit projects of development of KMF, the growth of the organization
is possible through retaining of customers who have shifted to competitors local
milks, the increase in the retailers for the milk.
The Nandini milk has got good brand name in the market, in the consideration
of the health conscious of consumers, with their experience in the market they keep
on changing according to needs & wants of consumers with the many Nandini
products pedha, khoa, etc. The new product of Nandini is brought in to market i.e.
SHRIKHAND, where there is demand for that product in market
The company is focusing in new up gradation of technology for reaching of

customers. According to order door to door service.

3.1.8 VISION, MISSION & QUALITY POLICY
VISION
 Providing employment
 Cleanliness
 To ensure prosperity of the rural milk producers
 Total quality maintenance
 To compete with private diaries & milk products.
 Discipline
 Co-operation
MISSION
Heralding economic, social and cultural prosperity in the lives of our milk
producer members by promoting vibrant, self –sustaining and holistic cooperative
diary development in Karnataka state
QUALITY POLICY
 Checking quality of milk from DCSs by quality excellence

 CMP(clean milk production) are implemented
 Training to staff & officers
 Changing Aluminum milk cans
 To provide hygienic milk & milk products
 Good quality product at competition price.
3.1.9 PROCESSING OF MILK AND FLOW FIGURE:

In the diary production the raw milk is collected from the society by the small
trucks and other goods carries, brought at morning and unloaded at the diary dock.
Then it is weighed and samples of milk will be taken to lab for testing.
After the weighing balance and testing it is lifted through pipe to chillers for
chilling at 4 degree Celsius from the chillers the raw milk is pumped to the raw milk
storage tank (RMST) where the milk is stored for further processing. From the tank
the raw milk is pumped to the pasteurizer machine. In the pasteurization plant three
processes are taken that is heating, holding and chilling is done. First heated at 78 to
80 degree Celsius and holds for30secs and chilling is done at 3degree Celsius.

The pasteurized milk is processed through homogenization machine & if

needed it will be processed for cream separation. After all these process the milk is
stored in horizontal milk storage tank (HMST) for packaging and bottling.
Milk is packed in 3 varieties that is Samruddhi, Standard milk and Toned milk
with machine. The machine packs the milk in two pack size, in half liter and one liter,
and after the package the packed milk is stored at cold storage at temperature 4 degree
Celsius. At evening they will be dispatched from the store to the daily routine routes
with in city and outside.
3.2 PROMOTIONAL ACTIVITIES
The company focuses on the promotional activities to make customers aware

about their product. It helps the company to make its brand on the top of the
customers mind & to increase its market share by increasing the shares.
ADVERTISEMENTS
Magazines: The companies advertise about the KMF among the famous
kannada magazines
Hoardings: they also effectively advertise in big hoardings to remind about

their KMF
Newspaper: they advertise in newspaper by their company pamphlets to reach

local customers.
Television: advertisement by using electronic media.
Ad-boards: these are of rectangular boards, cone boards used on back of city
bus.
AWARENESS CAMPAIGNS
These are made to make aware of their products with the consideration of
hygiene quality, & they consider of adulteration of milk which causes bad ill health
Door to door campaigns: they meet in divided customers houses to convey

their information.
Mass campaigns: this includes of melas fairs, mahilla mandal programs in

school & colleges

THEORETICAL BACKGROUND
OF THE STUDY

4THEORITICAL BACKGROUND OF THE STUDY
The background of the study is on the focus of consumer awareness towards

Nandini milk, because there is increasing competition in the market of milk with local
milk suppliers, still even Nandini has got brand image loyal customers, building
relationship with more customer experience market in milk.
The identification of the study is of the process of work flow in the co-
operative society, the interdependent of the departments of work flow, what are the
future developments of retain of customers & developments, the available different
Nandini products, their demand in the market, study is focused on weather customers
value for KMF is increasing or decreasing, & weather consumers are aware of
adulteration done in society & made them to compare their local milk brands to
Nandini milk.
The main Moto of every business is to profit but KMF thinks of providing
service to customers where in keeping goodwill of company
 It provides employment opportunity to main people

 Reasonable price milk
The increasing competition in market for milk products is creating very

difficult scenario for companies like KMF to sustain the position in the market, hence
study is to analyze the awareness of consumers towards the nandini milk & an
attempt to frame out the ways to sustain market position. Although still Nandini is
having good reputation and brand image for its factors like less price, health
conscious and experienced player in the market
This project is an attempt to understand the consumer awareness towards

Nandini milk which may help the marketing department of the compny. The study
was focused on how exactly consumer perceived the nandini milk.

DATA ANALYSIS AND

INTERPRETATION

5 DATA ANALYSIS & ANALYSIS AND INTERPRETATION

Table No.1. Awareness of customers NANDINI Brand of Milk
No of Respondents Percentage
Yes 100 100
100
80
60
40
20
0
Yes
Figure No.1: Awareness of customers NANDINI Brand of Milk
ANALYSIS AND INTERPRETATION:
From the above table and graph It observed that all respondents under study
are aware of Nandini because there were no organized competition and has good
distribution network.

Table No.2. Awareness of Respondents about different variants of Nandini

milk.
Product No of Percentage
Respondents
Toned milk 8 8
Standard milk 50 50
Shubham milk 38 38
D’le toned milk 4 4
Total 100 100
60
50
40
30
20
10
0
Toned milk Standard milk Shubham milk D’le toned milk
Figure No.2. Awareness of Respondents about different variants of Nandini milk.
ANALYSIS AND INTERPRETATION;
The survey was conducted to know about different products of Nandini

milk .50% of consumers are aware of Standard milk, Shubham milk about 38% ,
toned milk 8% and double toned milk is of 4%.

Table No.3. Customers awareness of Nandini milk products .
Product Yes No Total

Shrikhand 8 92 100
Milk powder 53 47 100
Panner 26 74 100
Butter 44 56 100
Ghee 65 35 100
Pedha 33 67 100
Curd 83 17 100
90
80
70
60
50
40
30
20
10
0
Shrikhand Pedha Panner Butter Ghee Khoa Curd
Figure No.3. Customers awareness of Nandini milk products .
It is observed from the survey that 83% of consumers are aware of curd,
followed by ghee (65%), pedha (53%), butter(44%), khoa(33%), pannier(26%),
and shrikhand(8%).

Table No. 4. Usage of Nandini Milk and milk products by respondents under
study.
Years/ No of
No of Respondents Percentage
Respondents
0-1 years 13 13
1-2 years 15 15
2-3 years 23 23
More than 3yrs 49 49
TOTAL 100 100
60
50
40
30
20
10
0
0-1 years 1-2 years 2-3 years More than 3yrs
Figure No. 4. Usage of Nandini Milk by respondents under study.
The study conducted to know usage of nandini milk from how many years.
From the above table and figure it is observed that 49% of customers are purchasing
milk from more than 3 years. 13% of customers using since one year.

Table No.5. Customer Loyalty towards Nandini Milk.
No of
Factors Percentage
Respondents
Yes 89 89
No 11 11
Total 100 100
100
90
80
70
60
50
40
30
20
10
0
Yes No
Figure No.5. Customer Loyalty towards Nandini products.
The results from the survey showed that 89% of the respondents under the
study are using the products from long time and never switched product as Nandini
products are available daily with god quality.

Table No. 6. Parameters considered while buying milk and milk products
by consumers.
Product No of Percentage
Respondents
Price 38 38
Quality 24 24
Taste 18 18
Availability 20 20
Total 100 100
40
35
30
25
20
15
10
0
Price Quality Taste Availability
Figure No.6. Parameters considered while buying milk and milk products
by consumers.
The survey was conducted to understand various parameters considered

during purchase of Nandini milk. Form the above table & Figure it is observed that
price was main consideration while buying milk. Next Important parameteRs are
quality with 24%, availability 20% and taste 18%.

Table No.7: Different Channels used by BIMUL for Promotional activities.
Factors No of Respondents Percentage
Television 39 39
Newspaper 5 5
Friends & others 12 12
Retailers 28 28
Wall painting 16 16
Total 100 100
45
40
35
30
25
20
15
10
5
0
Television Newspaper Friends & Retailers Wall painting
others
Figure No.7: Different Channels used by BIMUL for Promotional activities.
The study conducted to know various advertisement media that prompted

respondents to to purchase milk and milk products. It is observed from the above table
that 39% of consumers are aware of Nandini and Nandini milk products through
television, 16% in newspaper, 28% by retailers, 12% wallpainting, 5% by friends.

Table No.8: Customer satisfaction level towards Nandini milk and milk
products.
No of
Factors Percentage
Respondents
Good 28 28
Average 53 53
Bad 19 19
Total 100 100
60
50
40
30
20
10
0
Good Average Bad
Figure No.8: Customer satisfaction level towards Nandini milk and milk
products.
During the Survey 53% of consumers opined that the quality of Nandini milk
is Average.28% of customers feel it is good. Whereas 19% of customers had opinion
of poor. The Nandini milk and milk products are having bad odour.

Table No.9: Customer understanding about adulteration of Nandini milk.
No of
Factors Percentage
Respondents
Chemicals 37 37
Water 46 46
Flour 11 11
Gelatin 6 6
Total 100 100
50
45
40
35
30
25
20
15
10
5
0
Chemicals Water Flour Gelatin
Figure No.9: Customer understanding about adulteration of Nandini milk.
The study conducted to to know Customer understanding about various

products used for adulteration of Nandini milk. It is observed that 46% of consumers
aware of adulteration of milk with water, 37% are aware of adulteration by chemicals.
11% and 6% of consumers aware of flour & 6% gelatin adulteration respectively.

Table No.10: Awareness of spread of diseases from milk consumption.
Typhoid 24 24
Cancer 34 34
Intestine
18 18
problem
Dysentery 24 24
Total 100 100
40
35
30
25
20
15
10
0
Typhoid Cancer Intestine problem Dysentery
Figure No.10: Awareness of spread of diseases from milk consumption.
The results of the survey from the above table shows that the consumers
aware of ill causes of adulterated milk. The 34% of consumers know that cancer
spread through adulterated milk. Followed by 24% typhoid & decentary, & 18%
intestine problem.

Table No.11. Awareness programs conducted by Karnatak Milk Federation.
Mahilla mandal 4 4
Doctor visit 16 16
Door to Door 33 33
School program 47 47
Total 100 100
50
45
40
35
30
25
20
15
10
5
0
Mahilla mandal Doctor visit Door to Door School program
Table No.11. Awareness programs conducted by Karnatak Milk Federation.
The study conducted to know awareness programs conducted by KMF. of it is
observed from the survey that 47% of consumer aware of awareness programs
conducted by KMF at schools. Followed by 33%,16% and 4% of consumers aware of
door to door , of doctor & mahilla mandal programs respectively.

Table No.12: Respondents satisfaction level towards packaging of nandini milk.
Good 13 13
Better 23 23
Average 49 49
Poor 15 15
Total 100 100
60
50
40
30
20
10
0
Good Better Average Poor
Figure No.12: Respondents satisfaction level towards packaging of nandini milk.
It is observed from the above table that 49% of cosumers satisfied with
packaging .Whereas 23% say packaging is btter.

Table No.13: Consumers preference of alternative Brands to Nandini milk.
Adithya 33 33
Arokya 31 31
Doodapandri 19 19
Govind 8 8
swabhiman 9 9
Total 100 100
35
30
25
20
15
10
0
Adithya Arokya Doodapandri Govind swabhiman
Figure No.13: Consumers preference of alternative Brands to Nandini milk.
From the study it is observed that 33% of consumer prefer aditya milk
as an alternative to nandini milk. Followed by 31% of consumers prefer arokya milk.
19% of consumers prefer doodapandri , 9% of consumers prefer swabhiman & 8% of
consumers prefer govind.

Table No.14.Volume of Milk purchased by respondents.
250ml 11 11
500ml 65 65
1000ml 24 24
Total 100 100
70
60
50
40
30
20
10
0
250ml 500ml 1litre
Table No.14.Volume of Milk purchased by respondents.
From the above table & FIGURE it is observed that 65% of respondents
purchase 500ml of milk daily , 11% of respondents purchase 250ml of milk & 24% of
respondents purchase 1litre of milk daily.

SUMMARY OF FINDINGS,
SUGGESTIONS CONCLUSION

6.SUMMARY FINDING, CONCLUSION AND SUGGESTION
6.1 FINDINGS
 All the consumers are aware of Nandini brand of milk, because of No
organized competition & has good distribution network
 According to survey among 4 brands of Nandini milk 50% of consumers are
aware of standard milk, and 38% of shubham milk 8% of toned & double
toned milk of 4%
 Consumer aware of Nandini milk products are with 83% curd, 65% ghee,
butter 44%, Pedha 53%, Khoa 33%,panner 26%, Shrikhand 8%.
 Customers are using milk since last more than 3yrs
 Customer loyalty towards nandini milk is good with 89%
 Before buying of milk customer prefer price as main consideration for buying
milk
 BIMUL used different channels of promotional activities among Television
was more effective to reach customers
 Customer satisfaction level towards nandini milk & milk products is Average
 Customers are aware of water & chemicals adulteration for milk
 The ill effects of consuming adulterated milk among which consumer aware
are of cancer 34%, dysentery & typhoid 24%.
 Among the awareness programs conducted by KMF ,door to door & School
program was effective
 Customer satisfaction level for Packaging of milk is average.
 The alternative brand which consumer prefer is of Adhitya & Arokya.
 More consumers purchase 500ml of milk.

6.2 Suggestion /Recommendation
 As the fat content in Nandini milk is less, the company can convince the
customers about the health benefit of consuming Nandini milk through
advertisement
 Like Bangalore Union they may open coin milk parlors’ at suitable places
 It will be better if the company takes some necessary actions to reduce bad
smell
 There is still scope for penetrating the market & as Nandini has good trust
with the customer, they should take advantage of same
 In addition to above the company can keep a close watch on customers to
know their changing needs & wants
6.3 Conclusion:
After interacting with the marketing officer and other employees of BIMUL &
the survey I conducted in Bijapur city, it was found that milk adulteration, lack of
loyal retailers & unethical competitors who use harmful chemicals to increase
thickness & durability by competitors to promote sales are the big threat to the
Nandini milk. Although still Nandini is having good reputation & brand image for its
factors like less price, health conscious & experienced player in the market.

BIBLOGRAPHY

7.BIBLIOGRAPHY
Adrian Payne, PennieFrow (2005), A Strategic Framework for Customer Relationship

Management. Journal of Marketing: October 2005, Vol. 69, No. 4, pp. 167-
176.
G.C. Beri (2007), Marketing Research, 4th edition.
Njazz J. Chen and Karen Popovich, (2003) "Understanding customer relationship
management (CRM): People, process and technology", Business Process
Management Journal, Vol. 9 Iss: 5, Pp.672 – 688.
Philip Kotler and Gary Armstrong (2009), Customer relationship Management,
Principles of marketing,13th edition.
RajanSaxena,(2005), , Marketing Management, TATA Mc. Graw Hill publication, 4th
edition.
William G.zikmund, Raymond mc. leod, JR and Faye W. Gilbert (2002), Customer
Relationship Management.

8.ANNEXURE
RESPECTED RESPONDED
IAM SHRUTI.S.KAKHANDKI student of V. P. Dr. P.G. HALAKATTI

COLLEGE ENGINEERING & TECHNOLOGY, BIJAPUR of have been conducted
the study on the topic “consumer awareness towards Nandini milk & milk products”
of BIMUL milk. This is related to my academic curriculum (i.e, summer project). I
request respected customer to provide your valuable time & information to proceed
the followings
NAME:
ADDRESS:
QUESTIONNAIRE

QUESTIONNAIRE
1. Are you aware of Nandini brand of milk ?
 Yes  No
2. Which of the following different variants of nandini milk are known?

 Toned Milk
 Standard Milk
 Shubham Milk
 Double Toned Milk
3. Differents classification of milk products?
 curd
 Pedha
 Paneer
 Butter
 Ghee
 shrikhand
4. From last how many years you are using the milk & milk products?
 0-1 yrs
 1-2 yrs
 2-3 yrs
 more than 3yrs
5. Are you loyal customer of Nandini milk?
 Yes  No

6. What you check while buying milk & milk products?
 price
 quality
 taste
 packaging
 availability
 Any other
7. Among which of the promotional activities came to know about

BIMUL?
 Television
 news paper
 Banners
 friends & others
8. customer satisfaction of milk & milk products?
 Yes  No
9. Have you ever come across adulteration in milk?
 adding chemicals
 adding water
 adding gelatin
 adding flour
10. Which of the diseases associated with consumption of milk?
 typhoid
 cancer
 intestine problem
 dysentery

11. Do you know any of the public awareness program conducted by

Nandini milk
 program of quality
 mahila mandal program
 doctor visit
 door to door
 school children program
12. How do you feel of satisfaction of packaging of nandini milk &

milk products?
 good
 better
 average
 very bad
13.Which are the alternative brand of milk you prefer ?
 adithya
 arokya
 doodhpandri
 govind
 swabhiman

14. Which size of package you prefer?
 250ml
 500ml
 1 litre
15. Any suggestions for Nandini Milk?
a. ………………………………….
b. ………………………………….
c. ………………………………….

Consumer Awareness Towards Nandini Milk & Milk Products at Bijapur-Bagalkot Co-Operative Milk Producer

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A Project Report On

“Consumer Awareness Towards Nandini Milk & Milk

VISVESVARAYA TECHNOLOGICAL UNIVERSITY,

Under the Guidance of

B.L.D.E.A’s V.P Dr. P.G. Halakatti College of Engineering & Technology,

V.P Dr.P.G.Halakatti College of Engg & Tech Department of MBA

(Affiliated to Visvesvaraya Technological University, Belgaum 590018)

This is to certify that Miss. Shruti kakhandki bearing USN:2BL13MBA34, is a

Prof. Veerendra Narasalagi Prof. Akash.C.Mathapati Dr. V. P. Huggi

(Internal Guide) (Head of the Dept) (Principal)

her own efforts and investigation with concerned department.

Prof. V.M. Narasalagi

I SHRUTI S KAKHANDKI, here by declare that the Internship report entitled

CONSUMER AWARENESS TOWARDSNANDINI MILK & MILK PRODUCTS with

reference to BIJAPUR-BAGALKOT DIST CO-OP SOCIETIES PRODUCER UNION-

LTD AT BIJAPUR” prepared by me under the guidance of Prof. Veerendra Kumar M.

Narasalagi, faculty of M.B.A Department, B.L.D.E.Association’s V.P Dr.P.G.Halakatti

College of Engg & Tech, Bijapur-586103.& external assistance by S.S.KUMBAR,HR, at

Bijapur-Bagalkot dist Co-Op Societies producer Union-LTD at Bijapur.

regulations for the award of degree of Master of Business Administration by visvesvaraya

Technological University, Belgaum.

award of any degree/diploma from any other University/Institution.

Date : Signature of the Student

Veerndra Kumar M. Narasalgi. My hearty thanks to, MR.S.S.KUMBAR HR of Bijapur-

directly or indirectly helped me.

Sl.No. PARTICULARS PAGE NO.

Table No.1 Awareness of customers NANDINI 26

Table No.2 Awareness of Respondents about 27

Table No.3 Customers awareness of Nandini 28

Table No.4 Usage of Nandini Milk and milk 29

Table No.5 Customer Loyalty towards Nandini 30

Table No.6 Parameters considered while buying 31

Table No.7 Different Channels used by BIMUL for 32

Table No.8 Customer satisfaction level towards 33

Table No.9 Customer understanding about 34

Table Awareness of spread of diseases from 35

Table Awareness programs conducted by 36

Table Respondents satisfaction level towards 37

Table Consumers preference of alternative 38

Table Volume of Milk purchased by 39

Marketing is considered as a total system of business, it is considered as never ending

B.L.D.EE.A’s V.P.Dr.P.G. Halakatti College of Engg & Tech Bijapur Page 1

“TO STUDY THE CONSUMER AWARENESS ABOUT NANDINI MILK

2.1OBJECTIVE OF THE STUDY:

 Study on consumer awareness about Milk and Milk Products.

 To create awareness of packaging of milk.

 To know promotional activities conducted by the KMF.

 To create awareness of adulteration of milk.

 To study on available departments & process of work flow.

2.2 Scope of the study:

milk & milk products

customer while purchasing milk products

to meet customer’s expectation

 Scope of my study is restricted only to Bijapur city

B.L.D.EE.A’s V.P.Dr.P.G. Halakatti College of Engg & Tech Bijapur Page 2

product is launched has the available customers for that product.

B.L.D.EE.A’s V.P.Dr.P.G. Halakatti College of Engg & Tech Bijapur Page 3

B.L.D.EE.A’s V.P.Dr.P.G. Halakatti College of Engg & Tech Bijapur Page 4

2.4 RESEARCH METHODOLOGY

Introduction to research: Research means a systematic investigation. It is quest

verifying old ones by application of scientific methods to a natural or social

B.L.D.EE.A’s V.P.Dr.P.G. Halakatti College of Engg & Tech Bijapur Page 5

Introduction: It is an arrangement of conditions for collections and analysis of