Project Report

On
Consumer perception of parag
product. To find out the perception
of retailers regarding parag’s
products and to determine the
market share.

Submitted To:
Submitted By:
Prof. Sanjay Kr. Srivastava
Swati Kaushal
Director,I.B.M., C.S.J.M.

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B.B.A. 6th Sem
University
I.B.M., C.S.J.M.
U
niversity

TABLE OF CONTENT

 Objective 03

 Introduction 05

 Company Profile 08

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 Product Profile 15

 Research Methodology 21

 Data Analysis and Finding 29

 Finding Analysis 58

 Limitations of Research 60

 Conclusion and Suggestion 63

 Annexure and Questionnaire 66

 Bibliography 73

OBJECTIVE

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 OF
RESEARCH

OBJECTIVE OF RESEARCH

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• Consumer perception of parag product.

• To find out the perception of retailers regarding Parag’s

products.

• To determine the market share.

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INTRODUCTIO

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 INTRODUCTION

The basic strength of the Indian economy is agriculture on which sixty

five percent of the population depends for their livelihood. And a part

of it is the Indian dairy industry.

Some of the Major Dairy Cooperative Federations include:

Andhra Pradesh Dairy Development Cooperative Federation Ltd

(APDDCF)

Bihar State Cooperative Milk Producers’ Federation Ltd (COMPFED)

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Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF)

Haryana Dairy Development Cooperative Federation Ltd. (HDDCF)

Himacha lPradesh State Cooperative Milk Producers’ Federation Ltd

(HPSCMPF)

Karnataka Cooperative Milk Producers’ Federation Ltd (KMF)

Kerala State Cooperative Milk Marketing Federation Ltd (KCMMF)

Madhya Pradesh State Cooperative Dairy Federation Ltd (MPCDF)

Maharashtra Rajya Sahakari Maryadit Dugdh Mahasangh

(Mahasangh)

Orissa State Cooperative Milk Producers’ Federation Ltd (OMFE}

Pradeshik Cooperative Dairy Federation Ltd (UP) (PCDF)

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Punjab State Cooperative Milk Producers’ Federation Ltd
(MILKFED)

Rajasthan Cooperative Dairy Federation Ltd (RCDF)

Tamilnadu Cooperative Milk Producers’ Federation Ltd

(TCMPF)

COMPANY

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PROFILE

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 BRIEF HISTORY OF ORGANISATION

The organization started in the year 1938 with the brand name of ALKA, and

each district had its own brand name. Although the area of activities and the

quantum of activity was fewer but still the entire activity was directed towards

solving the basic necessity of consumption items of MILK.KANPUR Co-

operative Milk Board Ltd, Kanpur was established in 1962 with the joint plan of

Indian Government and UNICFE.

The equipment and the machinery of Kanpur Co-operative Milk Board were

provided by UNICFE Campaign Committee for the benefit of poor and

malnourished population in INDIA and it was belief that this dairy will serve as a

living movement of international co-operations. The main objective to set up

KANPUR Co-operative MILK Board is to collect the milk from villages through

co-operative societies and distribute pure, fresh milk and milk products after

pasteurization of milk and milk products in KANPUR MAHA NAGAR on fair

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prices. The dairy was started in November 1969. The capacity of plant at that

time was 60,000 liters per day. It was working as an autonomous body. The

organization was manufacturing its product under brand name NIRALA. But due

to some reasons in June, 1983 again this organization started working under

OPERATION FLOOD II Scheme. This was given by National Dairy

Development Board New Delhi, to Pradesik Co-operative Dairy Federation

Ltd. Lucknow.

In the year 1983 the name of organizations was changed and new name was

assigned as KANPUR DUGDH UTPADAK SAHKARI SANGH LTD.KANPUR

and the brand name of products “PARAG”.

PARAG the brand name of Pradeshik Co-operative Dairy Federation is given

by the general public and accepted by Pradeshik Co-operative Dairy Federation.

It is the brand name of milk products and milk which belong to the units by

Pradeshik Co-operative Dairy Federations. It is a symbol of “PARAG” which is

found is to improve the health of babies and adults of U.P. because it is free from

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harmful bacteria. This name represent the symbol of purity, neutrality and good

health.

MISSION OF ORGANIZATION

KANPUR DUGDH UTPADAK SAHKARI SANGH is a government undertaking

institution. It works under Pradeshik Co-operative Dairy Federation Ltd., 29

Park Road, Lucknow. The mission of all K.D.U.S.S. is:-

1. To maintain the quality of milk and milk products and to provide fresh

and healthy milk and milk product to people without any adulteration.

2. It works on no profit no lose base: to maintain the price of milk and

milk product in market.

3. Pasteurization: to provide milk and milk products fresh, healthy and

bacterial less.

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 COMPANY’S PRIME FOCUS AREA

• Timely supply of milk and milk products.

• Vehicles are proper condition and well painted.

• Agent’s glorious as settled at their shops.

• Door to door sales.

• Minimum poly packs leakage in milk and milk products.

• Keep competitive rates.

• Proper distribution of channels.

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 • Good behavior of sales staff.

• Milk bar being opened to increase liquid milk and milk products.

• Introduction of butter, ghee, paneer, lassi, mattha, and milk cake.

The contents of milk products are as follows:-

(A) GHEE

MILK FAT should be less than : 99.7%

MOISTURE should be more than : 3%

P.R. value should be : 40-43

Acidity should be less than : 1%

Boiling testing should be : Negative

R.R. Value : 28-32

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 (B) BUTTER

FAT should not be less than : 80%

MOISTURE should be : 16-17%

CURD percentage should be : 1.5%

Yeast and MOIDCURD should be : 50%

(C) PANEER

MOISTURE should not be more than : 70%

FAT should not less than in dry : 50%

matter

(D) SREILIZED FLAVOURED MILK

Sugar should not be less than : 7-8%

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 FAT should be near about : 30%

S.N.F. should be : 8.5%

(E) BUTTER MILK (MATTHA)

FAT should not be less than : 20%

MOISTURE should not be less than : 20-25%

SUGAR should be less than 7-8%

PRODUCT

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 PROFILE

PRODUCT LIST OF PARAG MILK BOARD

KANPUR

(A) PASTEURISED HOMOGENISED MILK

1. Name of product : PARAG FULL CREAM MILK

2. Packaging size : 1 liter, 500 ml poly pack

3. Composition : FAT - 6.0%

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 : S.N.F. - 9.0%

4. Self life : 10-12 hours at room temperature.

5. Usage : drinking, curd, kheer and others.

6. Special feature : rich product making lesser curd

tension easily, rich source of vitamin.

(B) PASTEURISED TONNED

1. Name of product : PARAG TONNED MILK

2. Packaging size : 1litre, 500 ml &200 ml poly pack

3. Composition : FAT - 3.0%

: S.N.F. - 8.5%

4. Self life : 10-12hours at room temperature.

5. Usage : drinking, curd, tea & coffee

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6. Special feature : rich source of vitamins, most suited

for middle class family.

(C) PARAG PASTERUISED SKIMMED MILK

1. Name of product : PARAG NIRALA MILK

2. Packaging size : 200 ml poly pack

3. Composition : FAT - O.5%

: S.N.F. - 8.7%

4. Self life : 10-12 hours at room temperature

5. Usage : most suited in obesity tea making

6. Special feature : rich source of vitamins, available in

smaller packs

(D) PURE MILK GHEE

1. Name of product : PARAG AGEMARK GHEE

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2. Packaging size : 500 gm &200 gm poly pack,

1 kg jar pack & 15 kg tin pack

3. Self life : 6 months

4. Special feature : made from fresh milk cream, rich

source of fat, vitamins & minerals.

(E) TABLE BUTTER

1. Name of product : PARAG PASTEURISED BUTTER

2. Packaging size : 20 ml wrapper, 100 gm pocket size,

500 gm poly pack

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3. Self life : 9 months

4. Special feature : made from fresh milk cream

5. Usage : as desired

(F) PANEER SIMPLE & FROZEN

1. Name of product : PARAG SIMPLE PANEER

: PARAG FROGEN PANEER

2. Packaging size : 200 gm & 1kg poly vacuum pack

3. Self life : 1 month under refrigerated temperature

4. Special feature : packed under vacuum which has more

Self life

(G) S.FLAVOURED MILK

1. Name of product : PARAG S. FLAVOURED MILK

2. Packaging size : 200 ml Bottle

: 200 ml Pouch

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3. Self life : 6 months at room temperature.

4. Usage : In drinking as such, in quenching thirst

5. Special features : Much more palatable than milk, more

nutritive.

(H) BUTTER MILK (MATTHA)

1. Name of Product : PARAG MATTHA

2. Packaging Size : 200 ml poly pack

3. Self life : 24 hours

4. Usage : For patient of B.P. Diabetes & Dysentery

5. Special features : It is easily absorbed and tolerated by

Children, people with gastric ulcer.

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 RESEARCH
METHODOLOGY

RESEARCH METHODOLOGY

According to Clifford woody research comprises defining and

redefining problems, formulating hypothesis or suggested solution;

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collecting, organizing and evaluating data; making deduction and

reaching conclusions; and at last carefully testing the conclusion to

determine whether they fit the formulated hypothesis.

“Marking research is the systematic design, collection, analysis and

reporting of data and finding and relevant to specific marketing

situation facing the company;

Research is, thus, an original contribution to the existing stock of

knowledge making for its advancement. It is the pursuit of truth with

the help of study, observation, comparison and experiment. In short,

the search of knowledge through objective and systematic method of

finding solution to a problem is research. The systematic approach

concerning generalization and the formulation of theory is also

research.

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 OBJECTIVES OF RESEARCH

The main aim of research is to find out the truth which is hidden and

which has not been discovered yet. Though each research study has

its own specific purpose. These can be –

 To gain familiarity with a phenomenon or to achieve new

insights into it (exploratory or formative research studies).

 To portray accurately the characteristics of a particular

individual, situation or a group (descriptive research).

 To determine the frequency with which some thing occurs or

with which it is associated with something else (diagnostic

research).

 To test a hypothesis of a casual relationship between variables

(hypothesis- testing research).

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 TYPES OF RESEARCH

Descriptive Research:

The major purpose of this research is description of the sate of affairs

as it exists at present.

Analytical Research:

In this research, the researcher has to use facts or information

already available, and analyze these to make a critical evolution of
the material.

Applied research:

It aims at finding a solution for an immediate problem facing a society

or an industrial /business organization.

Fundamental Research:

It mainly concerned with generalizations and with the formulation of a

theory.

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Quantitative Research:

It is based on the measurement of quantity or amount. It is applicable

to phenomena that can be expressed in terms of quantity.

Qualitative Research:

It is concerned with the qualitative phenomena, i.e., phenomena

relating to or involving quality of kind.

Conceptual Research:

It is related to some abstract ideas or theory.

Empirical research:

It is dated – based research, coming with conclusions, which are

capable of being verified by the observation and experiment.

Diagnostic Research:

Such a research fallow case –study method or in- depth approaches

to reach the basic casual relation.

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Exploratory Research:

The objective of this research is the development of hypothesis rather

than there testing.

COLLECTION OF DATA THROUGH QUESTIONNAIRES

This method of data collection is quite popular, particularly incase of

big inquiries. It is being adopted private researchers, and workers,

and private and public organizations and even government. In this

method a questionnaire is sent (usually by post) to the persons

concerned with a request to answer the question and return the

questionnaire.

The method of collecting data wise mailing the questionnaires to

respondents is the most extensively employed in various economy

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and business surveys.

DATA COLECTION

PRIMARY DATA

It has been collected with the helps of structured non-disguised

questionnaire which were personally administered to respondent.

Both closed and open ended questions were used to get the

designed information. Questionnaires were designed for both

consumers and retailers. Important scales and ranking methods were

used for collecting the primary data.

SECONDARY DATA

It has been collected with the help of Internet and oral discussion. It is

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used for a brief history of liquid milk industry.

SAMPLING DESIGN

It was a non-probability convenience sampling.

SAMPLE SIZE

In our study we covered 100 consumers and 100 Retailers.

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 DATA
ANALYSIS
AND

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FINDINGS
CONSUMER USED MILK PRODUCT

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 100
90
80
70
60
50
40
30
20
10
0
used not used

100% consumer used milk product

SHARE OF MILK PRODUCT USED BY CONSUMER

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 FLAVOURED
40
MILK
35 BUTTER
30
PANEER
25
20 MUTTHA
15
PEDA
10
5 DAHEE

0 GHEE

FLAVOURED MILK 6%

BUTTER 30%

PANEER 16%

MUTTHA 4%

PEDA 2%

DAHEE 2%

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GHEE 40%

RESPONSE OF COMSUMER ABOUT

PARAG MILK

70
60
50
VERY GOOD
40
GOOD
30 AVERAGE
20 OTHER

10
0
64% 18% 12% 6%

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 RESPONSE OF CONSUMER ABOUT
PARAG FLAVOURED MILK

70
60
50
VERY GOOD
40
GOOD
30 AVERAGE
20 OTHER
10
0
64% 18% 12% 6%

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RESPONSE OF CONSUMER ABOUT
PARAG BUTTER

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80
70
60
50 VERY GOOD
40 GOOD
30 AVERAGE
OTHER
20
10
0
72% 12% 12% 4%

RESPONSE OF CONSUMER ABOUT

PARAG GHEE

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45
40
35
30
VERY GOOD
25
GOOD
20
AVERAGE
15
OTHER
10
5
0
42% 32% 10% 16%

RESPONSE OF CONSUMER ABOUT

PARAG MATTHA

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45
40
35
30
VERY GOOD
25
GOOD
20
AVERAGE
15
OTHER
10
5
0
30% 44% 12% 14%

RESPONSE OF CONSUMER ABOUT

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 PARAG DAHEE

60

50

40
VERY GOOD
30 GOOD
AVERAGE
20
OTHER
10

0
22% 54% 14% 10%

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 TIME OF PURCHASE

70

60

50

40 MORNING
EVENING
30 AFTERNOON
20 OTHER

10

0
62% 28% 4% 6%

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QUANTITY OF MILK PRODUCT USED BY CONSUMER

IN A MONTH

GHEE

70
60
0-1KG
50
40 1-2KG

30 2-3KG
20
3 KG AND
10 MORE
0
70% 24% 4% 2%

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 BUTTER

60

50

40
0-0.50 KG
30 0.50 - 1 KG
1- 1.50 KG
20
1.50- 2 KG
10

0
60% 22% 10% 8%

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 PANEER

50
45
40 0-1KG
35
30 1-2 KG
25
20 2-3 KG
15
10 3 KG AND
5 MORE
0
26% 50% 18% 6%

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CONSUMPTION OF MILK PRODUCT

DAHEE

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70
60
50
40 DAILY
30 IN A WEEK
IN FESTIVAL
20
10
0
70% 28% 2%

PLACE OF PURCHASING MILK PRODUCT

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60 OPEN
PRIVATE
50 DAIRY
40 OPEN MILK
VENDOR
30
AGENT SHOP
20

10
OTHER
0
20% 10% 60% 10%

FACTOR CONSIDER WHILE PURCHASING MILK PRODUCT

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40 BRAND NAME
35
QUALTY
30
25 PRICE
20
PAKAGING
15
10 ADVERTISEME
NT
5
OTHER
0

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 CONSUMER’S VIEW ABOUT PARAG MILK PRODUCT

1. QUALITY

50
45
40
35
30
VERY GOOD
25
GOOD
20
AVERAGE
15
10
5
0
20% 50% 30%

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2. PRICE

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 60

50

40
HIGH
30
AVERRAGE
20 LOW

10

0
40% 58% 2%

3. NATURE OF SHOP

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90
80
70
60 GENERAL
STORE
50
CONFECTION
40
ARY
30 MILK SHOP
20
10
0
90% 2% 8%

OTHER SOURCES OF MILK PRODUCT

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60

50

40
DAIRY
30 MILK MAN
CHATTA
20
ALL
10

0
20% 60% 10% 10%

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FACTOR CONSIDER THE MOST WHILE PURCHASING PARAG
PRODUCT BY THE RETAILER

60

50

40 AVAILABILITY
QUALITY
30
MARGINE
20 PRICE
PURITY
10

0
34% 8% 54% 2% 2%

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 AVAILABILITY OF PARAG PRODUCT

60

50

40
VERY GOOD
30
GOOD
20 AVERAGE

10

0
34% 54% 12%

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 RESPONSE OF RETAILER ABOUT THE QUALITY

50
45
40
35
30
VERY GOOD
25
GOOD
20
AVERAGE
15
10
5
0
46% 32% 22%

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 RESPONSE OF RETAILER ABOUT THE MARGINE

60

50

40
VERY GOOD
30
GOOD
20 AVERAGE

10

0
52% 34% 14%

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RESPONSE OF RETAILER ABOUT THE PRICE

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50
45
40
35
30
HIGH
25
LOW
20
AVERAGE
15
10
5
0
50% 14% 34%

RESPONSE OF RETAILER ABOUT THE PURITY

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60

50

40
VERY GOOD
30
GOOD
20 AVERAGE

10

0
58% 24% 18%

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 SATISFACTION OF RETAILER

100
90
80
70
60 SATISFIED
50
40 NOT
30 SATISFIED
20
10
0
92% 8%

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PERCEPTION OF CONSUMER ABOUT PARAG PRODUCT

70
60
50
VERY GOOD
40
GOOD
30 AVERAGE
20 OTHER
10
0
12% 64% 18% 6%

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 PERCEPTION OF RETAILER ABOUT PARAG

60

50

40
VERY GOOD
30 GOOD
AVERAGE
20
OTHER
10

0
22% 56% 10% 12%

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FINDINGS

AND

ANALYSIS

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 FINDINGS AND ANALYSIS

1. During my survey it has been found that all the people know PARAG

as a quality brand of milk products, but people are unaware about the

range of PARAG milk products.

2. All milk products of PARAG are not available on the retailer’s counter

3. Retailers demanding cooling machine for keeping the milk products of

PARAG.

4. Retailers have complaints with distributors.

5. There is a problem of leakage and curdling of milk products.

6. Although packaging of PARAG milk products is good but it is not very

attractive and needs some improvement.

7. Very few point of purchase display items are provided by the PARAG.

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8. Advertising of the PARAG milk products is very less.

LIMITATIONS

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 LIMITATIONS

1. Population of Kanpur city 30 lakes but due to time constraint random

and cluster sampling is adopted to make study, so sample size was one

of the limitations of the study.

2. The information gathered through the statement given by

respondents. Information correctness depends on the way of responses

and trueness.

3. Due to prejudices and biases for various brands, the veracity of the

result cannot be ascertained.

4. Such a long survey required a lot of time, so time is also constraint to

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limit the study.

5. Such large survey required a lot of money. Thus, money is also the

constraint to limit the study.

6. The researcher could not cover each & every retailer & distributor

because the sample survey was done

7. Since the results have been drawn on the basis of the information

provided by the respondents, chances of error might have crept in.

8. From all surveyed retailers and distributors only 75% have

responded positively.

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- 71 -
CONCLUSION

AND

SUGGESTION

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 S

SUGGESTIONS

1. People are not much aware about all the milk products like, Paneer,

flavored milk, milk cake, pera, lussi, mattha, so company should advertise

their products.

2. Milk products are perishable in nature, hence they require refrigerator

majority of agents/retailers have no refrigerator or self refrigerator, so if

possible company provide agents/retailers refrigerators.

3. The company should provide some special incentives to retailers whose

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sale of milk-products is high.

4. Company should undertake sales promotion schemes time to time like,

contests, coupon and prizes etc.

5. Although packaging of milk products are good but it requires some

improvement.

6. The milk products of PARAG are not available in all the places, so

company should make the availability of products in all the places in

Kanpur.

7. The other competitors give more margins to retailers in comparison to

PARAG, so if possible PARAG increase margin of retailers.

8. PARAG should advertise each product at different places in the city.

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 ANNEXURE
QUESTIONNAIRE

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 RETAILER QUESTIONNAIRE

NAME OF AGENT: TIME OF SURVEY:

DATE:

AREA: TEL. NO.:

QUE. Do you sell milk product?

A.Yes B. No

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QUE. For how long you are selling parag milk?

A .6 Month B. 1 year

C. 2year D.5year and more

QUE. What is the nature of shop?

A. General Store

B. Confectionary

C. Milk shop

QUE. What is your Qualification?

A. .Less than high school B. High school

C. Intermediate D. Graduate

QUE. What is your per day sale of milk?

A. 20 ltr and more B.50 ltr and more

C. 100 ltr and more D.200 ltr and more

E. 350 ltr and more

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QUE. Which brand of milk do you sell?

A. Parag B. Amul

C. Both D. Other

QUE. Which brand do you sell the most?

A. Parag B. Amul

QUE. What is the major difference between Parag and Amul

Products?

…………………………………………………………………….

QUE. What type of problem you faced regarding parag?

A. ………………………..

B. …………………………

C. ………………………..

D. …………………………

QUE. Are you satisfied by the purity and packaging of parag milk?

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 A. yes ( ) B. no ( )

QUE. Do you get the parag product at right time and quantity?

A. yes ( ) B. no ( )

QUE. Any suggestions?

…………………………………………………………………………

CONSUMER QUESTIONNAIRE

NAME: TIME:

ADRESS:

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DATE : AGE:

TEL. NO.

QUE. Do you buy milk product?

A.Yes B. No

QUE. If yes then which one you love to buy?

A. Ghee B. Paneer

C. Butter D. Mattha

E. Milk cake F. Dahee

G. Flavoured milk

QUE. From where do you buy your milk product?

A. Open private dairy B. Open milk vendor

C. Agent shop D. Other

QUE. When do you buy milk product?

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 A. Daily

B. Weekly

C. On festival

QUE. What factor do you consider while purchasing milk product?

A. Brand name B. Quality

C. Price D. Packaging

E. Advertisement

QUE. What type of problem you faced regarding parag?

A.………………………..

B. …………………………

C. ………………………..

D. …………………………

QUE. Are you satisfied by the purity and packaging of parag milk?

A. yes ( ) B. no ( )

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QUE. Do you get the parag product at right time and quantity?

A. yes ( ) B. no ( )

QUE. Any suggestions?

…………………………………………………………………………

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BIBLIOGRAPHY

BIBLIOGRAPHY

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 WEB SITES

 www.yahoo.com

 www. google.com

BOOKS

 Marketing Management - Philip Kotler

 Research Methodology - C.R. Kothari

 Marketing Research - Boyd

COMPANY LITERATURE

 Parag Brochures

NEWSPAPERS

 Dainik Jagaran

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 Amar Ujala

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PEDA

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