M P Birla Institute of Management, Bangalore

M P BIRLA INSTITUTE OF MANAGEMENT, BANGALORE
CONSUMERS’ PREFERENCE TOWARDS EXCLUSIVE NANDINI BRAND

OF MILK PRODUCTS IN BANGALORE CITY
A DISSERTATION SUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIREMENTS FOR THE AWARD OF MBA DEGREE OF
BANGALORE UNIVERSITY”
BY
MS. JUHI JANWANI
REGISTER NUMBER-09XQCMA033
MBA FOURTH SEMESTER (2009-2011 BATCH)
UNDER THE GUIDANCE AND SUPERVISION

OF
DR.K.V.PRABHAKAR
SENIOR PROFESSOR
M.P BIRLA INSTITUTE OF
MANAGEMENT, BANGALORE
MP. BIRLA INSTITUTE OF MANAGEMENT PAGE 1

DECLARATION
I hereby declare that the research work embodied in the dissertation entitled consumers’
preference towards exclusive ‘Nandini brand of milk products in Bangalore city” has been
carried out by me under t h e guidance and supervision of DrK.V.Prabhakar, senior professor,
M.P Birla Institute Of Management, Bangalore.
I also declare that this dissertation has not been submitted to any other university/institution for
the award of any other degree/diploma.
PLACE: BANGALORE
DATE: (MS.
JAYA JANWANI)

CERTIFICATE
I hereby certify that the res earch work embodied in the dissertation entitled
“CONSUMERS’ PREFERENCE TOWARDS EXCLUSIVE NANDINI BRAND OF MILK
PRODUCTS IN BANGALORE CITY” has been carried out by Ms. Jaya Janwani under the
supervision and guidance of DR.KVPRABHAKAR, S enior Profess or, M.P Birla Institute of
Management, Bangalore.
PLACE: BANGALORE (DR. NAGESH S. MALAVALLI)
DATE : PRINCIPAL

ACKNOWLEDGMENT
Any successful work is always a product of many hands coming together in co-operation and
assistance. This work is no different. A number of people are r e s p o n s i b l e for
a c c o m p l i s h m e n t o f t h i s t a s k . Their g u i d a n c e a n d suggestions were highly helpful to
me.
I also express my sincere gratitude to my friends for helping me more than one way.
(MS. JAYA JANWANI)

EXECUTIVE SUMMARY
Towards the fulfillment of the project program, a study was conducted about “CONSUMERS
PREFERENCE TOWARDS EXCLUSIVE ‘NANDINI BRAND OF MILK PRODUCTS IN
BANGALORE CITY”;
The initial problem was that the brand NANDINI was so familiar with every one that people
had made up their mind about it and they thought there was no need to study anything about it.
A study is carried out to find out those factors that influence customers buying behavior, this
study becomes essential to get a competitive edge. Through this study an attempt has been
made to identify the customer behavior and explicit needs and attitudes of the customer, as they
are the final judges of the product. Only when a company is in constant touch with its customer,
that it can understand their needs and will be able to satisfy those needs effectively.
OBJECTIVES OF STUDY:
 To diagnose the competitive scenario of dairy products in Bangalore City
 To examine the level of customer satisfaction towards NANDINI Brand of Milk Products
in Bangalore City
 To explore whether the NANDINI Brand of Milk products is the most preferred brand in
Bangalore City

FINDINGS AND RECOMMENDATIONS:
 NANDINI is seen to b e a very eminent brand since all the 100% of respondents haves
given a positive response regarding its awareness.
 Brand image for NANDINI milk was high other than other products
 Most of the respondents are satisfied if NANDINI milk is refrigerated
 The brand name NANDINI has awareness to the fullest extent and all the respondents
knew very well about it. As it was the oldest brand of milk and ghee available in
karnataka.
 The company should also look in to consumer’s relationship management. A growing

trend by which the company can succeed in winning customers confidence and
satisfaction
 There were complaints regarding quantity of ghee as there was sometimes increase or
reduction in the quantity. So company has to take proper measures.
 Company should focus on improving its packaging quality.

CONTENTS
CHAPTER NUMBER P AGE

NUMBER
(I) DECLARATION
2
(II) CERTIFICATES
3
(III) ACKNOWLEDGEMENT 5
(IV) EXECUTIVE SUMMARY 6
(V ) LIST OF TABLES, GRAPHS, CHARTS, DIAGRAMS 9
CHAPTER 1: COMPANY PROFILE

10
CHAPTER 2: BRAND PROFILE

23
CHAPTER 3: LITERATURE SURVEY

26
CHAPTER 4: PROBLEM STATEMENT

35
CHAPTER 5: RESEARCH OBJECTIVES 37
CHAPTER 6: HYPOTHESIS
39
CHAPTER 7: RESEARCH METHODOLOGY 41
CHAPTER 8: DATA ANALYSIS & INTERPRETATION 45
CHAPTER 9; KEY RESEARCH FINDINGS

98
CHAPTER 10: RECOMMENDATIONS

100
ANNEXURE:

 SELECT BIBLIOGRAPHY
104
 QUESTIONNAIRE
106
 EXPLANATION TO THE RESEARCH INSTRUMENT USED 113
 DIRECTIONS FOR FURTHER RESEARCH
113

LIST OF TABLES, CHARTS, DIAGRAMS AND GRAPHS
Sl. No. Description Page number
1. Brand awareness of Nandini milk 57
2. Preference of Nandini milk 59
3. Frequency of milk purchase 61
4. Buying pattern of Nandini milk products 63
5. Delivery schedule of Nandini products 65
6. Quality of Nandini milk products 67
7. Are you satisfied with packaging 69
8. If nandini milk products not available 71
9. Did advertisement impact 73
10. Brand image of Nandini milk products 75-85
11. Does nandini milk products have value of money 87
12. Frequent changes in prices of product 89
13. Would you recommend Nandini products 91
14. Are you satisfied with complaint management of company 93
15. Factors to be improved in Nandini products 95

Company profile
(BAMUL)
Bangalore milk union limited:-
Bangalore milk union (Bamul) is a biggest co-operative milk union in south India, fully owned
and managed by milk producers of Bangalore rural and Bangalore urban districts of Karnataka
state. Since its inception in 1965, the union is constantly striving to further the dairy
development and marketing activities in its milk-shed area.
Background:-
On January 1st 1958 a pilot scheme under department of animal husbandry, govt of Karnataka
was started to cater, veterinary hospital’s and milk process facilities at national dairy research
institute (NDRI). In 1962, the Bangalore milk supply scheme came into existence as an
independent body. Bangalore dairy, a joint venture of UNICEF, govt of India and govt of mysore
was dedicated to the people of Karnataka state on 23rd January 1965 by Honorable prime
minister late Sri Lal Bahadhur Shastriji. The Bangalore dairy scattering over an area of 52 acres
of land, the dairy had an initial capacity to process 50,000 liters of milk per day. This dairy was
handed over to Karnataka dairy development corporation(KDDC) in December 1975. As a pert
of rural milk scheme of Mysore, Hassan and Kudige under operation flood - ii and then
transferred to Karnataka milk federation (KMF) in May 1984 as a successor of kdcc. To cater to
the growing demand for milk by the consumers of the Bangalore city, the capacity was
introduced to 1.5 Lakhs liters per day under the operation flood - ii during 1981 and later
increased to 3.5 Lakhs liters per day under operation flood - iii during 1994.
The Bangalore urban and rural district milk producers co-operative societies union ltd., (Bamul)
who has established in the year 1975. The milk-shed area of the union comprises Bangalore
rural and Bangalore urban districts, having 2611 revenue villages. The union has organized 1547
dairy co-operative societies (DCS) in 2037 villages, thereby covering 78% of the total villages in

these 2 districts. In these DCS, there are 3,09,577 milk producer members. Among them 91,746
members are women and 56,000 members belongs to scheduled castes and scheduled tribes.
As per the policies of the national dairy development board (NDDB), Bangalore dairy was
handed over the Bangalore milk union (Bamul) on 1st September 1988. The union is capable of
processing the entire milk procured, by timely implementation of several infrastructure projects
like commissioning of mega dairy, new chilling Centers and renovation of product block.
Bamul has been registered under MMPO by central registration authority. Today, the union has
become biggest milk co-operative union
In Southern India. Bamul has been certified ISO 9001 - 2000 and HACCP (is - 15000) for
quality management and food safety system.
The philosophy of this co-operative milk producers organization is to eliminate middlemen and
organise institutions owned and managed by milk producers, by employing professionals.
Achieve economies of scale of rural milk producers by ensuring maximum returns and at the
same time providing wholesome milk at reasonable price to urban consumers. Ultimately, the
complex network of co-operative organization should build a strong bridge between masses of
rural producers and millions of urban consumers & achieve a socio-economic revolution in the
village community.
Bangalore milk union is offering most remunerative purchase price, which is considered as one
among the best prices in the country, to its producers. Even though the union is offering the best
prices to the milk procured, the swelling price of milk and milk products to consumers is the
lowest in the country. Hence, the margin between the procurement price and sales price is one
among the least in the country. This cost competitiveness was achieved due to large-scale milk
procurement, processing and marketing, supported by effective and efficient management
systems. In recognition to these efforts and achievements, the national productivity council (npc)
of government of India has conferred “best productivity award” five times and “energy
conservation award” by bureau of energy efficiency (bee) to the union.

Objectives of the union:-
 To organize dairy co-operative societies at village level and dissemination of information

like good dairy husbandry and breeding practices; & clean mild production through
extension services.
 To provide assured and remunerative market for the milk produced by the farmers
members of the union.
 To provide technical inputs like veterinary services, artificial insemination, supply of
balanced cattle feed and seed material etc to milk producers.
 To provide hygienic and quality and milk products at competitive rates to urban
consumers.
 To facilitate rural development by providing opportunities for self-employment at village
level, preventing migration to urban areas introducing cash economy and opportunity for
steady income to milk producers.
 To provide competitive prices to the milk produced by the farmer members of the union
in order to improve the standard of living.
 To provide appropriate medical facilities to the cattle in order to maintain the health
condition of the cattle.
 To provide quality milk and milk products to urban consumers at competitive prices.

Principles:-
 The formal principle of the Bangalore milk union is bound to get nationwide best place in
milk production. In order to achieve the same, the union follows the under listed
principles.
 To help its member associations financially and socially and to improve their works
towards making a profile business.
 To adopt modern technology.
 To provide the best service to the customers and the milk producers through services and
dedication of employees union.
Mission:
“Ushering rural property in the lives of members of milk producers.”

Mile stones of Bamul:
Bangalore co-operative milk producers societies union ltd was established on 16th November
1976.
After the bifurcation of the above union, into two separate Union for Bangalore districts (urban
and rural) and Kolar district, Bangalore urban and rural district co-operative milk producers
societies union ltd (Bamul) on 23rd march 1987.
Bangalore dairy was taken over by Bamul on 1st September 1988.
Mmpo-1992 registration no 42/RMMPO/93 dated 7th June 1993 renewed on 13th may 1999.
Bangalore mega dairy started functioning on 17th December 2000.
Bangalore dairy ISO 9001-2000 certified by Sai global, a reputed Australian based company on
19th February 2003.
Bangalore dairy HACCP is-15000 certified by Sai global, a reputed Australian based company
on 19th February 2003.
Operational areas of bamul:-
Bamul is playing a vital role in the district by covering 2037 villages of Bangalore district for
their dairy activities. The philosophy of this co-operative milk producer’s organization is to
eliminate middle men and organize institutions owned and managed by milk producers, by
employing professionals. Achieve economies of scale of rural milk producers, by ensuring
maximum returns and at the same time providing wholesome milk at reasonable price to urban
consumers. Ultimately, the complex network of co-operative organization should build a strong
bridge between masses of rural producers and millions of urban consumers and achieve a socio-
economic revolution in the village community.
The bamul has 7 chilling centers in the district. They are:

Anekal chilling center-capacity is 60,000 lpd.
Byrapatana chilling center-capacity is 60,000 lpd.
Doddaballapur chilling center-capacity of 40,000 lpd.

Vijayapura chilling center-capacity of 1,00,000 lpd.
Solur chilling center-capacity of 60,000 lpd.
Hoskote chilling center-capacity of 1,50,000 lpd.
Kanakpura chilling center-capacity of 50,000 lpd.
Capacity of the main dairy:-
Milk processing capacity was 60,000 liter per day (lpd) at the time of establishment of the dairy
on 23rd January 1965.
Milk processing capacity was expanded to 1.5 lakhs lpd on 1st February 1981.
Milk processing capacity was further expanded to 3.5 lakhs lpd during 1994.
Milk condensing plant-3 metric tons per day.
Spray drying plant-5 metric tons per day.
Seasons:-
In Bamul whole year is divided into two parts depending on the availability of milk, viz;
Flesh season
Lean season
Flesh season means where there is availability of grass and feed in plenty to animals. The
animals will produce more milk and the supply of milk to dairy is also very high from farmers.
When the procurement of milk reaches the peak level gradually, this period is known as flesh
season.
Normally sunless days are called lean season, because in these days there is no availability of
sufficient grass to animals. It reflects in less quantity of milk production in this period.

Products:-
Bamul mainly does purified milk and milk products. The products that are produced by
these units are:-
Purified liquid milk
Peda
Kova
Curds
Butter and butter milk
Masala butter milk
Ghee
Set curd
Workforce:-
Bamul has 400 employees currently working in the organization.
Number of employees:-
Permanent 0939
Men employees 0831
Women employees 0108
Organisational structure
Bangalore milk union is organized of Anand (Gujarat) patten structure. In this pattern all the
function of dairy milk production, procurement, processing and marketing are controlled by
the producers themselves.

This system consists of 3 tier system.
First tier system
The base units in the Anand pattern is the village milk producers co-operative and voluntary
association of milk producers in the village who wish to market their milk collectively. Those
who have a permanent residence and who own a milk animal can become a member by paying
a share capital to the dairy co-operative societies.
Management
A managing committee of 9 members is elected democratically by the member of society in

general meeting. The chair person of the committee is retained every year. The managing
committee set the co-operative policies and selects the society staff including the secretary, a
milk collector, a fat tester, a clerk, an inseminator, an accountant and a helper to perform the
size of the business. Among the milk co- operative member one will be elected as president
of dairy co-operative societies for one year term that is the administrative head of the dairy co-
operative society
Activities:
• Milk is collected from the producer morning and evening throughout the year.
• Remunerative price to the producers by testing fat in the milk.weekly payment to the
producer.
• Technical input like veterinary facility, emergency service, cattle feed, artificial
insemination, first aid vaccination and gene fodder etc….
• Bonus and share dividend is distributed to the milk producers

Second tier system
A key element in the Anand pattern of dairy co-operative is all the registered village milk
societies is a member of district co-operative producers union which enable then jointly to own
a dairy processing factory and cattle feed plant.
Management:
The union is controlled by a board of directors consisting of 16 or 17 member of whom 12
are democratically elected from amongst the representatives of a village society. The
remaining 5 comprise the managing director, as member secretary one or two representative of
the financing institution and representatives of the federation. The chairman is elected by the
members of the board of secret ballots one thirds of the elected board member retire every year
by rotation. So that each member will be in board for 3 years.
The board employee’s the managing director who makes the appointment of union staff. A
second code of conduct and administration display is maintained between board of directors
and the administration of the union.
Activity
• To collect the milk from the dairy co-operative society through contract trucks.
• To process the milk and market in urban areas.
• To give technical input.
• Strengthening of m i l k c o -operative movement organization extension activities and
rural development service
• The union owns and operates dairy plant, cattle feed plant, fodder and bull mother farm and
head quarter center for animal husbandry activities.
• Union carries out research and development and other promotional activities for the
overall benefit of farmers.

Third tier system
The district co-operative union became of co-operative milk marketing federation by

subscribing to it at least 20,000 each as share capital. The federation is responsible for evolving
and implementing of policies on co-operative marketing all members union liquid milk
product.
The federation board consists mainly of the elected chairman of all the union
members, and the federation managing director. Each member has voting right. The member
elects a chairman of the board. The board evaluated the federation policies on all its functions.
The federation board is advised by the management committee which is composed of each
members union chief executive, the federation chief quality control officer and one or more
non-voting co-operated federation’s managing director is the committee chairman and general
manager is its secretary.
Activities
• To build co-operation among the milk union and district co-operative society.
• To own manufacture cattle feed, frozen etc.
• To sell the milk products.
• To help financially for the development of unions.

Marketing & sales of bamul at a glance:
Number of distribution routes 147

Retailers 952
Wholesale dealers 11
Franchisee outlets 34
Milk parlors 22
Day counters 138
Transport cum distributors 17
Number of
Distribution Routes
Retailers
W holesale Dealers
Franchisee Outlets
Milk Parlors
Day Counters
Transport cum
Distributors

Shift
The Bamul has 4 shifts:
1. First shift - 5 am to 1 pm
2. Second shift - 2 am to 10 pm
3. Third shift - 10 am to 6 pm
4. General shift - 10.30 to 5.30
pm
Competitors
The Bamul has facing many competitors. The main competitors of Bamul are
1. Nilgiris in Bangalore.
2. Heritage in Hyderabad
3. Dodla in Bangalore.

1.3 PRODUCT PROFILE
Types of milk & milk products marketing by bamul:
NANDINI TONED MILK is karnataka’s most favorite milk, nandini toned milk, fresh and pure
milk containing 3.0% fat and 8.5% snf. Available in 500ml and 1ltr packs. Better to use within
a day from the date of pack.
NANDINI FULL CREAM MILK Containing 6% fat and 9% snf. Rich, creamier and tastier
milk, ideal for preparing home-made sweets & savories. Available in 500 ml and 1ltspacks.
Apart from the milk, the different milk products are curds; butter, ghee, peda, sweetened lassi,
sweetened curds, softy ice cream, flavored milk, and spiced butter milk are also sold.
NANDINI GHEE a taste of purity Nandini ghee made from pure butter. It is fresh and pure
with a delicious flavor. Hygienically manufactured and packed in a special pack to retain the
goodness of pure ghee. Shelf life of 6 months at ambient temperatures. Available in 200m.,

500ml, 1000ml sachets, 5lts tins and 15 kg tins.
NANDINI BUTTER rich, smooth and delicious. Nandini butter is made out of fresh
pasteurized cream. Rich taste, smooth texture and the rich purity of cow’s milk, makes any
preparation a delicious treat. Available in 100gms (salted), 200gms and 500gms cartons both
salted and unsalted.
NANDINI BUTTERMILK nandini spiced butter milk is a refreshing health drink. It is made
from quality curds and is blended with fresh green chillies, green coriander leaves, asafetida and
fresh ginger. Nandini spiced butter promotes health and easy digestion. It is available in 200ml
packs and is priced at most competitive rates, so that it is affordable to all sections of people.

NANDINI PEDA
No matter what you are celebrating made from pure milk, nandini peda is a delicious treat for the
family. Store a room temperature approximately 7 days. Available in 250gms pack containing
10 pieces each.

LITERATURE SURVEY
1.MILK FOR THE BEST

The "healthy weight with dairy" campaign launched in october by the major industry groups
may provide a serendipitous opportunity for milk, as consumers are in the process of redefining
for themselves what constitutes good and bad food choices. In the past year, public school
administrators have begun to prioritize nutritional concerns over financial considerations and
are putting the brakes on soft drink sales to students. Two of the top u.s. Hamburger chains are
test marketing milk as an optional beverage in kids' combo meals, and two soft drink companies
have rolled out flavored beverages made with milk.
Most recently, low-carb dairy beverages, which are essentially milk with less lactose and more
protein, have joined the other designer milk offerings that include lactose-free and reduced
lactose milks, fortified milks, milks formulated for specific demographics, and even a milk with
soy protein added.
Some industry experts say a preference for low-carbohydrate food and beverages is already
having an impact on milk sales. Others say the hurdles and opportunities that dairy processors
are facing have changed little in the last five or 10 years. Either way, the industry has its work
cut out for it. But before we explore these ideas let's look at the most recent sales numbers.
By the numbers
Overall milk sales actually increased by a fraction of a percent in 2002--idfa' dairy facts pegs it
at 0.5%, while beverage marketing corp.'s milk and dairy alternative beverages in the u.s.
Report goes with 0.3%. But a look at recent figures from information resources inc., show that
overall milk sales might have slowed significantly in 2003. Iri showed volume declines for each
of the first three quarters of 2003, with a year-to date drop of 1.6%.
While overall sales may have showed some growth, per-capita sales continue to dog the
industry. That number was down to 22.4 lbs in 2002 from 22.5 lbs in 2001.
But per-capita consumption numbers for teens may give milk marketers hope. In 2001, teen per-
capita consumption was up for the first time in six years. It climbed to 22 gals--nearly a 3%
increase. In 2002 per-capita consumption among teens was up another 6.8%.
The industry is particularly excited about this, because it may be the result of concerted efforts,
says tom nagle, v.p. Of marketing at the international dairy foods assn.

"over the last several years we have reduced the number of targets and goals to provide an
adequate number of dollars over a smaller number of tasks.," nagle says of the industry's
generic marketing efforts. "we agreed to restrict our efforts to kids, teens and morns and adult
women."
In these three areas there have been good results. The biggest increase in consumption right
now is for toddlers, and nagle says that is directly related to the morn focus. In two of the last
three years consumption among kids is up, and teens have drunk more milk two years in a row.
"those targets were selected based on a variety of criteria, and part of it is that these are already
strong areas, and they offer long-term value. If we can keep consumption in those groups at
higher levels, we really expect some follow-through for a whole life cycle."
There are some other numbers worth noting, in some cases because they are surprising:
* with growth slowing in the past few years, the compound annual growth rate is now at -0.2%
for the five years leading up to 2002, according to beverage marketing.
* vending sales actually decreased in 2001 and 2002. Explanation? Antiquated vending
machines offering milk in gabletop cartons are being removed more quickly than modern
machines are being added.
* per-capita volume consumption from vending machines has actually increased however, as
larger units are now being offered.
* lactose-free milk grew by a remarkable 17% in 2002 as lactose-reduced and acidophilus milk
lost share of this specialty segment.
* most other beverages categories also performed sluggishly in 2002 and 2003, with bottled
water being the exception..
David Phillips, JOURNAL OF DIARY RESEARCH--- NUMBER-9, ISSUE---IV,

Dairy Foods,June 2007

2.THINKING OUTSIDE THE HOME
1."I think the downside is the soft drink guys getting into the business," he says. "they are selling
milk and sugar now instead of water and sugar, and i think some of those products could give us
a black eye."
Thinking outside the home
It's been more than a year since the Los Angeles unified school district voted to ban on-campus
sale of carbonate soft drinks during school hours. A number of schools across the country have
since taken the same bold step. With the new vending options now available to dairy processors,
this is yet another opportunity for processors to expand their business in an arena where milk
has not traditionally sold well--out-of-home, immediate consumption sales.
Compared to the supermarket dairy case, this is an area where the industry has already
introduced a lot of innovations. Going back to the invention of the chug, new flavors, better
labels, and new bottle shapes have flowed continuously for more than a decade. Single-serve
milk can now be sold in attractive packaging from eye catching, high tech vending machines.
Single serve aseptic packaging options include hdpe bottles, as well as the traditional brick and
the flashier prisma. National brands of chocolate milk are offered in more convenience stores,
drug stores and foodservice locations than ever before.
When you talk about single-serve/immediate consumption, much of what you are talking about is
flavored milk. Industry groups have worked hard to promote the residual nutritional value in the
flavored milk while downplaying concerns about excessive sugar or artificial colors. Of course
some processors have introduced products without artificial colors and excessive sugar. Some
products targeted to kids are fortified with vitamins and made with less sugar or with other
sweeteners. But recently, ordinary flavored milk, sugar and all, received a healthy dose of
positive P.R..
A study published last month in the journal of adolescent health, and funded by the northeast
dairy foods research center concluded that consumption of sweetened dairy foods and beverages
and presweetened cereals has a positive impact on the diet quality of u.s. Children and
adolescents, whereas sugar-sweetened beverages, sugars and sweets, and sweetened grains had
a negative impact on their diet quality. At the same time, the american academy of pediatrics

published a policy statement recommending that pediatricians work to eliminate sweetened
drinks in schools and encourage alternatives offerings including low-fat white or flavored milk.
If all the efforts of the industry and individual processors in the flavored milk/single-serve/out of
home arena have not yet paid full dividends it's pretty likely that it will in the near future. Idfa's
Nagle says flavored single-serve milk will continue to grow from these efforts.
"with all the different approaches that are being taken, if each one adds just a little it will
eventually result in a 1% increase in the (compound annual growth rate), and for milk, that
would be pretty substantial," he says.
Most sources say flavored milk now accounts for 7.4% of all milk sold. Throw in value-added
milk, specialty dairy products, and dairy based beverages and that number could be close to
10%. And it may be higher than that in a couple of years.
Ian Cooper,MILK AND MILK PRODUCTS:TECHNOLOGY,CHEMISTRY AND

MICROBIOLOGY,NUMBER-24,ISSUE-VII.Jan 2008
3.RESEARCHER’S CALL ON DAIRY PRODUCTS

Other studies put lister's thoughts in perspective. Research documents that a third of all
shoppers who are pre-sold by advertising change their minds and switch to another brand when
they see the package on the shelf.
New research takes the issue of impulse buying one step further. Looking specifically at the
dairy case, researchers learned that about one-third of all milk purchases are not planned.
The national dairy case management study was conducted during 1989 by willard bishop
consulting ltd for the milk industry foundation, national dairy promotion and research board,
united dairy industry association, wisconsin milk marketing board and other dairy promotion
groups.
If more than one-third of all shoppers have not planned to buy milk, it is obvious they have not
decided what brand to buy. That leaves the milk package with two jobs: getting shoppers to buy
milk and getting as many as possible to buy your milk.

Think about it. You spend thousands of dollars to put your name on signage, on trucks and in
advertising. So why skimp on brand identity where it counts the most, at the point of purchase?
Brand loyalty and identity are important to the folks at golden guernsey, waukesha, wisc.
Golden guernsey's milk has been voted the number one brand for 11 consecutive years in the
milwaukee journal's annual consumer preference survey.
Not resting on its laurels, the cooperative redesigned its beverage packages and went to four-
color offset printing and a high-gloss lacquer coating. The design uses actual photographs of
milk being poured into a glass.
"this allows the dairy to project a quality image and use its side panels for more creative
merchandising," says bill witt, sales manager. He credits the more appealing graphics and
festive recipes on the side panel for significantly increasing egg nog sales.
Brand loyalty had a different twist for the folks at foremost dairies in the pacific northwest. The
foremost brand name did not exist in that part of the country until jan. 1, 1990. Carnation had
been the tried and true name.
Launching a new brand
Kmc inc., headquartered in sun valley, idaho, had purchased all of carnation's fluid plants in the
region a couple of years ago, but could only use the carnation brand name until year end 1989.
Research indicated that consumers were concerned about the loss of carnation, says gary scott,
foremost's general manager. "carnation was an institution here in the northwest. But we did
what the customers said they wanted--used color coding, more personalized graphics--and so
far we've maintained our market share."
The new packages feature four-color graphics with a contemporary illustration, broad color-
coded bars and the new, prominently-displayed foremost logo.
Rolling out a new product
Paperboard packaging also was a central figure in the highly successful launch of chiquita's
"100 percent pure & natural orange banana juice."
"paperboard has the greatest amount of impact with the billboarding that is possible at the point
of purchase," explains stuart berni, a senior partner of the berni corporation, the greenwich,
conn.-based marketing, design and research services company that helped chiquita.

Chiquita wanted to assure the new entry's position as `top banana' in the blended juice category
and they wanted packaging worthy of their reputation for unparalleled freshness and quality.
Chiquita also wanted to convey the unique product identity and the promise of delicious taste.
You can "create a tremendous amount of appetite appeal" with the four-color process on
paperboard, says Berni. "it's really great."
Stanley Kubrick, THE TECHNOLOGY OF DIARY PRODUCTS,NUMBER-85,ISSUE-
II,June 2009
4.CHANGES IN THE WORLD OF DIARY

If someone would have told me seven years ago what the dairy industry would look like in the
1990s, i never would have believed them. When i began my career with dairy foods magazine in
1983, things were a lot different than they are today. Nearly everything in the industry has
changed!
And most importantly, the survivors today have intelligently accepted the changes. In many
cases, dairy companies have thrived on these changes and have grown as a result.
For instance, as news of food industry mergers and acquisitions hogged the front pages of major
business journals and newspapers throughout the '80s, a number of successful dairies dug their
heels in and turned to give their best shot at surviving in a new land of giants. And as more and
more large corporate conglomerates enter the industry via acquisition, smaller dairy companies
continue to assume more sophisticated, marketing-oriented corporate images. In addition, many
of these companies have held their position quite well despite the heated competition for marke
tshare, profits and cash flow.
Finding its niche
Which brings us to 1990. Because of consumers' growing health consciousness, the dairy
industry today is truly finding its niche by developing new, value-added products as well as new
market categories such as lowfat and non-fat frozen desserts, specialty milks, frozen yogurt, and
whipped cottage cheese.
Meanwhile, these new products are vehemently fighting for shelf space, now that nearly
everyone wants to be in the dairy case. But despite the competition for space, dairy products

deliver some of the highest dpp (direct product profit) returns in the supermarket. (another big
change!)
As jeff reiter states in his cover story entitled "in-store marketing: new power at the point of
purchase," in-store marketing also has changed. Several dairy companies already are taking
advantage of the new advertising vehicles available to them, and chances are the entire industry
will soon jump on the in-store marketing bandwagon.
Yet another change, just around the corner, will be the 1990 farm bill. Although the dairy
industry always has been the most regulated in the food market, the upcoming farm bill and the
federal milk marketing order hearing could throw the industry into a state of deregulation.
Down the road
But what's in store for the future? As consolidation continues and competition heats up, dairy
plant efficiency will become even more important. New advances in processing technology in the
areas of extended shelflife, sterilization, sanitation, and product safety will dominate.
Pundits are already calling the '90s the decade of the environment. Issues such as recycling,
waste disposal, and green marketing will affect every business decision processors make in the
months and years ahead.
And finally, companies looking today for opportunities abroad will be one step ahead of those
that delay. We now operate in a global economy, and dairy processors that sit back and don't
take advantage of that fact will be making a mistake. The question is not will you or won't you go
looking for foreign investment, but when.
As the new publisher of dairy foods, i look forward to being a part of all these changes to come.
And i pledge that dairy foods will continue to focus on the critical issues affecting the dairy
industry--today, and tomorrow.
ANTONELLO CANAS,DIARY POWDERS AND CONCENTRATED MILK

PRODUCTS,NUMBER---27,ISSUE—VI,Carolyn Dress Publishers,DECEMBER--2006

5.PUT THE MILK IN THE BACK OF THE STORE
There are pundits in the financial industry who believe branches are dead. Most financial
marketers, however, acknowledge that branches are not going away anytime soon, and that
teller-based transactions will continue to occur — at least to some extent — for the foreseeable
future. If your financial institution is among those sustaining its investment in branches, then
there are some critical questions your senior leadership team should address:
When you build a branch, is it designed strategically? Or do you simply duplicate what you’ve
always done?
Why do you use the layout(s) you use? What design decisions were made and why?
If you only need 2-3 tellers 90% of the time, then why do you put in 8+ teller stations?
Do you follow branch trends and study best practices? Or do you just hire some local architect
to make something that looks and feels like a bank should?
Reality check: financial institutions are lousy retailers. They make many retail mistakes, starting
with the basic layout of their branches.
Among the many lessons banks and credit unions could learn from retailers is the maxim, “put
the milk in the back of the store.” The underlying rationale is intuitive: drive consumers past
everything else you sell as they make their way to the one thing they need most often.
“put the milk in the back of the store.” Duh, right?
Despite the fact that this expression is practically a cliché, the vast majority of financial
institutions completely ignore it. They put their tellers (the “milk,” as it were) everywhere
except for where they should — even including right by the front entrance!
This article examines the advantages of applying this basic retail principle and why financial
marketers should locate teller/transaction areas in the back of their branches. Three different
floor plans are presented, each demonstrating common flaws financial institutions make when
designing their branches, followed by two examples where the “milk is in the back of the store.”
GILL,HS AND RUTHERFORD,YOGHURT:SCIENCE AND TECHNOLOGY---
NUMBER---14,ISSUE---XVIII,NOVEMBER--2008

\
 How is the level of customer satisfaction towards NANDINI MILK products in

Bangalore city examined?

 How the competitive scenario of Diary products in Bangalore city is is examined?
 Is the brand of NANDINI MILK product the most preferred brand in Bangalore city?
 Are the customers of NANDINI MILK satisfied with its products range and brands?
 Who are the people who was taken into consideration in the survey?
 What are the factors which are taken into consideration for knowing the customer
perception about the brand of NANDINI?
 Which are the specific factors that NANDINI needs to work upon?

To diagnose the competitive scenario of dairy products in Bangalore city
To examine the level of customer satisfaction towards NANDINI brand of milk

products in Bangalore city
To explore whether the NANDINI brand of milk products is the most preferred
brand in Bangalore city

HYPOTHESIS:

H1: NANDINI is the most preferred brand among the consumers
H2: NANDINI is not the most preferred brand among the consumers

Type of research:
(1) Descriptive research:
Has been used to describe what existed in the market/field outside where the project study
was conduct.
E.g.: description of goods, customers, business processes, buying habits etc.
(2) Classificatory research:
Has been used to classify, categorize and compare similarities and differences observed in the
various samples studied.
(3) Explanatory research:
Has been used to explain the various phenomena in terms of similarities and differences.
Area of enquiry:
How is the level of customer satisfaction towards NANDINI MILK products in Bangalore city
examined?
How is the competitive scenario of diary products in Bangalore city is examined?
Is the brand of NANDINI MILK product the most preferred brand in Bangalore city?
Sampling plan:
Researcher has adopted the probability, random sampling method to conduct survey.

Sampling method:
The various type of sampling can be grouped under two broad heads: probability sampling
and non-probability sampling.
Sample size:
A total of 100 respondents were surveyed to gather information to accomplish

objectives.
Sources of data:
Keeping in view the objectives of the study, a conventional and stratified marketing research
programs was adopted and the procedure for the study consists of following elements.
Primary data
The information, which was collected using questionnaire method from the customer, is the
primary source of data gathered specifically for the project study. It includes direct contact
with customer, regarding their response towards the product.
Secondary data
Secondary source of data includes the findings or the basic research already done by outside
organization departments. Besides, it also includes the appropriate material from newspapers,
magazines, standard textbooks and information from the internet.

Data collection instrument:
Research instrument used for obtaining primary data is questionnaire.
Data analysis plan:
Z test is used to analyze the brand preference of NANDINI in comparison to the various other
brands available. Zest test is used in order arrive at a conclusion for the quantitative
data, also to provide a statistical basis for the conclusion
Research limitations:
1. The study was restricted to Bangalore city only.

2. The size of the sample is limited to time and resources.
3. The information collected is valid until there is no any technical change or any
innovation is released in the market.
4. The result is assuming that respondents have given accurate information.

Tabulation and classification of data
Tabulation
When a mass of data has been collected it becomes necessary to arrange the same in kind of
concise logical order. The tabulated data is presented in the form of tables with interpretation
through graph. Bar diagram and charts are drawn for the better appreciation of the analysis.
This procedure is refereed to as tabulation. Thus tabulation is the process of summarizing raw
data and displaying the same in compact form for further analysis. Tabulation is an orderly
arrangement of data in columns and rows.
Classification
Classification is a process of arranging the data into sequence and groups according to
their common characteristics or separating them into different related parts. Classification
of raw date collected was done to reduce large volume to homogeneous groups and so
as to arrive at meaningful relationship. This fact necessitates classification of data which
happens to be process of arranging. Data in groups or classes on the basis of common
characteristics data having common characteristics are placed in one class and in this way the
entire data are divided into a number of group or classes.

Data interpretation
Data processing and analysis plan

The data collected through interview schedule was coded and tabulated on a data sheet.
After tabulation the data has been analyzed. Statistical interpretation show widely
resources vary and how are distributed in relation to the variable being measured.
Various diagrammatic representation like bar graphs, pie charts and tables are used to
represent the information obtained to the reader in an understandable manner.
Table -1 age of respondents
Age No. Of respondents Percentage
<18 years 10 10%
18-30 years 50 50%
30-50 years 30 30%
>50 years 10 10%
Total 100 100%
Source: survey data:
Analysis:
The above table shows 10% respondents are above 18 years 50% respondents are between 18-30
years 30% respondents between 30-50 years and 10% respondents are less than 50 years for
better understanding the table is represented in the form of a graph in figure.

GRAPH -1
CLASSIFICATION ON THE BASIS OF AGE
100
50
30
10 10
<18 years 18-30 years 30-50 years >50 years total
Source: table 1

Table-2
CLASSIFICATION ON THE BASIS OF MONTHLY INCOME
Monthly income No. Of respondents Percentage of respondents
Less than 10,000 10 10%
10,000-15,000 30 30%
15,000-20,000 40 40%
Above 20000 20 20%
Total 100 100%
Source: survey data
Analysis:
From above analysis table less than 10,000 respondents are of 10% between 10,000-15,000 are
30% 15,000-20,000 comes under 40% and above 20,000 falls under 20% highest among is
between 15,000-20,000.

GRAPH-2
CLASSIFICATION ON THE BASIS OF MONTHLY INCOME

40%
30%
20%
10%
less than 10,000 10,000-15,000 15,000-20,000 above 20000
Source: table 2

TABLE- 3
CLASSIFICATION ON THE BASIS OF MARITAL STATUS
Marital status No. Of respondents Percentage of respondents
Married 20 20%
Married with children 15 15%
Married, no children 25 25%
Unmarried 40 40%
Total 100 100%
Source: survey data
Analysis:
From the above table it is observed that married people are 20% married with children 15%
married no children 25% and unmarried forms major portion which is 40% were the respondents.

GRAPH-3
CLASSIFICATION ON THE BASIS OF MARITIAL STATUS
40%
35%
30%
25%
20%
15%
10%
5%
0%
married married with children married, no children unmarried
Source: table 3

TABLE-4
CLASSIFICATION ON THE BASIS OF GENDER
Gender No of respondents Percentage
Male 26 26%
Female 74 74%
Total 100 100%
Source: survey data
Analysis:
From the above table it shows number of female respondents are more than number of male
respondents which is 26% and female were 74%.

GRAPH-4
26%
74%
Male Female
Source: table 4

TABLE-5
CLASSIFICATION ON THE BASIS OF OCCUPATION
Nature of work No of Percentage

Respondents
Govt employees 12 24%
Private services 06 12%
Business 22 44%
Others 10 20%
Total 50 100%
Source: survey data
Analysis:
From the above table it is shown government employees buy less and along with those private
services but business and others were more so they should focus on others as well.

GRAPH-5
44%
0.45
0.4
0.35
0.3
24%
0.25 20%
0.2
0.15 12%
0.1
0.05
0
Govt Private Business Others
Employees services
Percentage
Source: table 5

TABLE-6
BRAND AWARENESS OF NANDINI MILK
Particulars No. Of respondents Percentage
Advertisements 45 45%
Neighbours 20 20%
Friends 25 25%
Others 10 10%
Total 100 100%
Source: survey data
Analysis:
From the above table it is observed that 45% of respondents are aware through advertisements,
25% through neighbours, 20% of them through friends and rest through different sources.

GRAPH-6
BRAND AWARENESS OF NANDINI MILK
50%
40%
30%
20%
10%
0%
Advertisements Neighbours Friends Others
Source: Table 6

TABLE-7
PREFERENCE OF NANDINI MILK
Particulars No. of respondents Percentage
10 10%
Affordable
Availability 40 40%
Good quality 45 45%
Others 5 5%
Total 100 100%
Source: Survey data
Analysis:
From the above table it is observed that 10% of the respondents prefer Nandini
Milk because of its affordability, 40% of them because of its availability, 45%
Of them because of its good quality and the rest because of other various factors.

GRAPH-7
PREFERENCE OF NANDINI MILK

50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Affordable Availability Good Quality Others
Source: table 7

TABLE-8
FREQUENCY OF MILK PURCHASE
Daily 89 89%
Once in a week 11 11%
Total 100 100%
Source: survey data
Analysis:
From the above table it is observed that 89% of the respondents purchase
Nandini milk daily, 11% of them in once in a week.

GRAPH-8
FREQUENCY OF MILK PURCHASE

once in a week
11%
Daily
89%
Source: table 8

TABLE-9
BUYING PATTERN OF NANDINI MILK PRODUCTS
Particulars No of respondents Percentage
From milk booths 30 30%
Shopping malls 10 10%
Authorized milk vendors 60 60%
Total 100 100%
Source: survey data
Analysis:
From above table it is shown 30% of respondents buy from milk booths and
Shopping malls its very less and more is from authorized milk vendors.

GRAPH-9
BUYING PATTERN OF NANDINI MILK PRODUCTS
From milk booths

Shooping malls
Authorized milk vendors
Source: table 9

TABLE-10
DELIVERY SCHEDULE OF NANDINI PRODUCTS
Extremely satisfied 45 45%
Satisfied 35 35%
Moderately satisfied 10 10%
Dissatisfied 8 8%
Extremely dissatisfied 2 2%
Total 100 100%
Source: survey data
Analysis:
From the above table it is shown that number of extremely satisfied are more
Then satisfied and very few people are dissatisfied from Nandini products.

GRAPH-10
DELIVERY SCHEDULE OF NANDINI MILK PRODUCTS
Extremely satisfied
Satisfied
Moderately satisfied
Dissatisfied
Extremely Dissatisfied
Source: Table 10

TABLE-11
QUALITY OF NANDINI MILK PRODUCTS
Excellent 55 55%
Good 25 25%
Can’t say 5 5%
Average 10 10%
Poor 5 5%
Total 100 100%
Source: Survey data
Analysis:
From the above table it is clear that 55% of respondents feel quality of Nandini products
excellent and 25% feel its good while only 5% can’t say and 5% feel quality to be poor company
should focus on other aspects to improve quality.

GRAPH-11
QUALITY OF NANDINI MILK PRODUCTS
Excellent
Good
Can't say
Average
Poor
Source: table 11

TABLE-12
ARE YOU SATISFIED WITH PACKAGING
Yes 40 40%
No 60 60%
Total 100 100%
Source: survey data
Analysis:
From above table its clear that only 40% people are satisfied with packaging
Rest 60% are not satisfied therefore Nandini should focus on packaging aspect.

GRAPH-12
PACKAGING QUALITY OF NANDINI MILK PRODUCTS
YES
NO
Source: table 12

TABLE-13
IF NANDINI MILK PRODUCTS NOT AVAILABLE
Heritage 48 48%
Arokya 11 11%
Nilgiris 30 30%
Loose milk vendor 7 7%
Others 4 4%
Total 100 100%
Source: Survey data
Analysis:
From the above table it is observed that 48% of the respondents prefer heritage if Nandini is
not available, 11% prefer Arokya, 30% prefer Nilgiris, 7% opt for loose milk vendors and the
rest 4% prefer other brands if Nandini is not available.

GRAPH-13
IF NANDINI NOT AVAILABLE

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Heritage Arokya Nilgiris Loose milk vendor Others TOTAL
Source: Table 13

TABLE-14
DID ADVERTISEMENT IMPACT
Very much 40 40%
Moderate 50 50%
Not at all 10 10%
Total 100 100%
Source: Survey data
Analysis:
From the above table it is shown that advertisement impact on buyers of Nandini products is
40% and while 50% say it’s moderate and only 10% consider no impact on buying.

GRAPH-14
IMPACT OF ADVERTISEMENT
100%
50%
40%
10%
VERY MUCH
MODERATE
NOT AT ALL
TOTAL
Source: Table 14

TABLE-15
BRAND IMAGE OF NANDINI MILK

(ratings-1to5)
1 4 4%
2 5 5%
3 20 20%
4 30 30%
5 41 41%
Total 100 100%
Source: Survey data
Analysis:
From above table when asked with respondents only 4% gave lowest rating for Nandini while
5% gave 2 , 20% gave 3 rating , 30% gave 4 and highest among were 41% gave 5 rating which is
highest.

GRAPH-15
BRAND IMAGE OF NANDINI MILK PRODUCTS
0.41
0.3
0.2
0.05
0.04 5
3 4
1 2
1
2
3
4
5
Source: table 15

TABLE-16
BRAND IMAGE OF NANDINI CURDS

(ratings-1to5)
1 7 15%
2 13 13%
3 20 20%
4 27 37%
5 33 33%
Total 100 100%
Source: survey data
Analysis:
From above table when asked with respondents only 7% gave lowest rating for Nandini while
13% gave 2 , 20% gave 3 rating , 37% gave 4 as highest, among were 33% gave 5 rating.

GRAPH-16
BRAND IMAGE OF NANDINI CURDS

1 2 3 4 5
7%
13%
33%
20%
27%
Source: table 16

TABLE-17
BRAND IMAGE OF NANDINI GHEE

(ratings-1to5)
1 4 4%
2 10 10%
3 16 16%
4 40 40%
5 30 30%
Total 100 100%
Source: Survey data
Analysis:
From above table when asked with respondents only 4% gave lowest rating for nandini while
10% gave 2 , 16% gave 3 rating , 40% gave 4 as highest, among were 30% gave 5 rating.

GRAPH-16
BRAND IMAGE OF NANDINI GHEE
0.04
0.1
0.16 0.4
1 0.3
2
3
4
5
Source: table 17

TABLE-18
BRAND IMAGE OF NANDINI BUTTER

(ratings-1to5)
1 25 25%
2 15 15%
3 20 20%
4 25 25%
5 15 15%
Total 100 100%
Source: survey data
Analysis:
From above table when asked with respondents only 25% gave l rating for Nandini while 15%
gave 2 , 20% gave 3 rating , 25% gave 4 as highest, among were 15% gave 5 rating.

GRAPH-18
BRAND IMAGE OF NANDINI BUTTER
5
15%
1
25%
4
25%
2
15%
3
20%
Source: table 18

TABLE-19
BRAND IMAGE OF NANDINI BADAM POWDER

(ratings-1to5)
1 10 20%
2 22 22%
3 33 33%
4 25 25%
5 10 10%
Total 100 100%
Source: Survey data
Analysis:
From above table when asked with respondents only 10% gave l rating for Nandini Badam
Powder while 22% gave 2 , 33% gave 3 rating , 25% gave 4 as lowest, among were 10% gave 5
rating.

GRAPH-19
BRAND IMAGE OF NANDINI BADAM POWDER
0.1
0.25
0.33
0.22 5
4
0.1 3
2
1
1 2 3 4 5
Source: Table 19

TABLE-20
BRAND IMAGE OF NANDINI CHEESE

(ratings-1to5)
1 12 12%
2 14 14%
3 22 22%
4 32 32%
5 20 20%
Total 100 100%
Source: Survey data
Analysis:
From above table when asked with respondents only 12% gave l rating for Nandini cheese
while 14% gave 2 , 22% gave 3 rating , 32% gave 4 as lowest, among were 20% gave 5 rating.

GRAPH-20
BRAND IMAGE OF NANDINI CHEESE
0.22 0.32 0.2

0.12 0.14
1 2 3 4 5
Source: table 20

TABLE-21
DOES NANDINI MILK PRODUCTS HAVE VALUE OF MONEY
Yes 75 75%
No 25 25%
Total 100 100%
Source: Survey data
Analysis:
From above table it is clear that maximum number of respondents feel Nandini has value of
money while only 25% does not feel so.

GRAPH-21
NANDINI MILK PRODUCTS MONEY VALUE
NO
25%
YES
75%
Source: table 21

TABLE-22
FREQUENT CHANGES IN PRICES OF PRODUCT JUSTIFIED OR NOT
Reasonable 10 10%
Unavoidable 30 30%
Not at all justified 60 60%
Total 100 100%
Source: survey data
Analysis:
From above table it is clear that only 10% respondents feel changes acceptable while 30% feel
unavoidable and maximum number of them feel is not justified.

GRAPH-22
FREQUENT CHANGES IN PRICES

60%
50%
40%
30%
20%
PERCENTAGE OF RESPONDENTS
10%
0%
Source: Table 22

TABLE-23
WOULD YOU RECOMMEND NANDINI PRODUCTS
Yes 65 65%
No 15 15%
Can’t say 20 20%
Total 100 100%
Source: Survey data
Analysis:
From above table it is clear that 65% respondents feel Nandini to be recommended while 15%
feel it should not be and 20% number of them can’t say.

GRAPH-23
WOULD YOU RECOMMEND NANDINI PRODUCTS

CAN'T SAY
20%
NO
15%
YES
65%
Source: Table 23

TABLE-24
ARE YOU SATISFIED WITH COMPLAINT MANAGEMENT OF COMPANY
Yes 40 40%
No 45 45%
Can’t say 15 15%
Total 100 100%
Source: Survey data
Analysis:
From above table it is clear that 40% respondents are satisfied while 45% are not satisfied and
15% can’t say.

GRAPH-24
PERCENTAGE OF RESPONDENTS
YES NO CAN'T SAY
15%
40%
45%
Source: Table 24

TABLE-25
FACTORS TO BE IMPROVED IN NANDINI PRODUCTS
Quality 30 30%
Nutritional value 10 10%
Consistent freshness 25 25%
Purity 30 30%
Others 5 5%
Total 100 100%
Source: Survey data
Analysis:
From above table it shows 30% respondents feel quality to be improved , 10% feel nutritional
value to be improve, 25% feel consistent freshness to be improved 30% feel purity while 5% for
other aspects which shows company should focus on improving quality as well as purity.

GRAPH-25
FACTORS TO BE IMPROVED IN NANDINI

Quality Nutritional value Consistent Freshness
Purity Others
5%
30%
30%
10%
25%
Source: Table 25

Hypothesis testing:
Ho: NANDINI is the preferred brand
H1: NANDINI is not the preferred brand
P = 0.5
Pn = .45
Q= 1-p = 1- 0.5
Z(cal) = (ip-pni)/√(pq((1/100)+(1/100))
= (i0.5-0.45i)/√(0.5*0.5((1/100)+(1/100))
= 0.00025
Level of significance = 5% z(tab)= 1.64

Here z cal is less than z tab, therefore ho is accepted
Therefore, it can be concluded that NANDINI MILK is most preferred brand among consumer.

Findings of the study: -
 5o% of the customers come under the age group of 18-30.

 The occupation of the respondents was seen to be as 24% respondents in government
service; 12% were in private service, 44% were in business, 20% were in other sectors.
 The classification of respondents were as follows:-
Male-24% respondents
Female-76% respondents
 The brand name NANDINI has awareness to the fullest extent and all the respondents
knew very well about it. As it was the oldest brand of milk and ghee available in
Karnataka.
 NANDINI is seen to b e a very eminent brand since all the 100% of respondents haves
given a positive response regarding its awareness.
 The respondents were using more of NANDINI product when compared to any others
products.
 89% of the respondents purchase NANDINI MILK daily, 11% of them in once in a
week.
 45% of the respondents were extremely satisfied with deliver schedule of NANDINI
products.
 60% respondents were not satisfied with the packaging quality of NANDINI products.
 Brand image for NANDINI MILK was high other than other products i,e 41%
respondents gave highest rating.
 60% of respondents were not at all satisfied with changes in prices of milk products.
 65% of respondents when asked told would like to refer NANDINI products.
 45% respondents were not satisfied with complaint management of company.
 Most of the respondents are satisfied if NANDINI MILK is refrigerated
 Most of the respondents purchase NANDINI MILK in the morning.
MP. BIRLA INSTITUTE OF MANAGEMENTPAGE 100

SUGGESTIONS AND RECOMENDATION

 From the analysis, it was found that 45% of the respondents are satisfied with
the service offered by NANDINI products. So, the company should try to maintain as
well as improve the satisfaction level of the customers.
 It was also found that 48% of the respondents feel that price of NANDINI milk
is higher ,so the company should look forward to make it more affordable ,hence
increasing its demand in the market.
 There were complaints regarding quantity of ghee as there was sometimes increase or
reduction in the quantity. So company has to take proper measures.
 The company should also look in to consumer’s relationship management. A growing

trend by which the company can succeed in winning customers confidence and
satisfaction.
 The company needs to have a constant touch and communication with the consumers and
continuously needs.
 To get feedback from them and make necessary arrangements and corrections to cater the
needs of customers.
 Company should focus on improving its packaging quality.

CONCLUSION
From the analysis and subsequence research done, it was found that NANDINI MILK
(BAMUL) has provided good service to the customers. This study was done to analyze the
consumer behavior towards the NANDINI MILK Products in Bangalore City. Primary and
secondary data collected were analyzed in the light of objectives set for the study from the
survey reports; it was found that NANDINI MILK was being rated the best with regard to the
satisfactory levels among the customers. It can be concluded that NANDINI is one such brand
which has entered the daily life of the consumers. The number of NANDINI MILK outlets can
also be increased to enhance its availability as well as popularity in the market.
Overall, customers are satisfied with the NANDINI MILK.

ANNEXURE
Bibliography:
1. SELECT BIBLIOGRAPHY:
BOOKS:
1. Kotler, Philip & Kevin Keller, Marketing Management, Pearson Education, Twelfth Edition
2007, Delhi.
2. Hawkins, Best & Coney, Consumer Behavior by Tata McGraw Hill Edition 2003, Delhi
3. Henry Assael Consumer Behavior—A Strategic Approach, Bizantra Publications, New-
Delhi 2005
4. Cooper R. Business Research Methods. Eighth Edition, Tata McGraw Hill, Reprint 2005.
5. Dalrymple J. Marketing Management Text and Cases 7th Edition. John Wiley and sons, 2007
6. K Sangeetha (Editor), ‘Marketing Paradigms’ ICFAI Publications 2007
7. JOHN KAO, ‘THE ART OF BUSINESS CREATIVITY’ HARPER BUSINESS PUBLICATIONS, NEW
YORK 1997
8. KEVIN LANE KELLER. ‘STRATEGIC BRAND MANAGEMENT’ PEARSON EDUCATION

PUBLICATIONS, 2007
9. DAVID A AAKER, ‘BUILDING STRONG BRANDS’ FREE PRESS PUBLICATIONS, NEW YORK 1996
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PUBLICATIONS, 2008
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PUBLICATIONS, 2008
WEBSITES:
Www.wikipidia.com

JOURNALS:
o Journal of Consumer Research

o Marketing Mastermind (ICFAI Publications)
o Journal of Marketing
o Journal of Marketing Research
o European Journal of Marketing
o Business Line (Catalyst)
o Business Standard (Strategist)
o Economic Times (Brand Equity)

M P BIRLA INSTITUTE OF MANAGEMENT BANGALORE
Dear Friends/colleagues,
I, Ms. Jaya Janwani, am conducting a research on “Consumers’ Satisfaction in respect of
NANDINI BRAND of Milk Products in Bangalore City—A Diagnostic Study” The research
survey is a sequel to a dissertation in partial fulfilment of the M B A Degree Course of the
Bangalore University”. In this connection, I need some information from you. Below is a
questionnaire. I would be grateful if you could spare a few minutes to fill up the questionnaire.
I assure you, that, your responses will be kept confidential and shall only be used for academic
purposes.
Ms. Jaya Janwani

QUESTIONNAIRE
CONSUMERS’ SATISFACTION IN
RESPECT OF NANDINI BRAND OF MILK PRODUCTS
IN BANGALORE CITY—A DIAGNOSTIC STUDY
(i). Name:
(ii). Gender: Male/female
(iii). Age:
(iv). Average annual income: (Please specify)
(v). Education: (Please tick the appropriate one)

 High school
 Degree/Diploma
 Post-graduation
(vi). Occupation: (Please tick the appropriate one)

 Service
 Business
 Self-employed
 Students
 Any other (please specify)
(vii).Marital status: (Please tick the appropriate one)

 Married
 Married with children
 Married, no children
 Unmarried

1) How did you come to know about the brand of NANDINI MILK products? (Please tick the
appropriate one)
 Advertisement
 Neighbours
 Friends
 Others
2) Why do you prefer Nandini milk products? (Please tick the appropriate one)
 Affordable
 Availability
 Good quality
 Others (Please specify)
3) How often do you purchase? (Please tick the appropriate one)
 Daily
 Once in a week
4. What is the quantity of NANDINI MILK products do you consume daily? (Please state the
quantity product-wise)
 Milk:
 Curds
 Ghee
 Butter
 Badam powder

 Cheese
5. Where do you buy NANDINI MILK products? (Please tick the appropriate one)
 From milk booths
 From the shopping malls
 From the milk vendors (authorized by Nandini)
6. Which is your preferred mode of purchase of NANDINI MILK products? (Pleased tick the
appropriate one)
 Milk booths
 Shopping malls
 NANDINI authorized retail outlets
7. Please state the reasons for your preferred

mode………………………………………………………………………………………………
………………………………………………………………………………………………………
………………………………………………………………………………………………………
……………
8. What is your opinion about the delivery schedule? (Please tick the appropriate one)
 Extremely satisfied
 Satisfied
 Moderately satisfied
 Dissatisfied
 Extremely dissatisfied
9. What is your opinion regarding quality of NANDINI MILK? (Please tick the appropriate
one)

 Excellent
 Good
 Can’t say
 Average
 Poor
10. What is your opinion regarding the quality of Nandini curds: (Please tick the appropriate one)
 Excellent
 Good
 Can’t say
 Average
 Poor
11. What is your opinion about the quality of NANDINI Ghee? (Please tick the appropriate
one)
 Excellent
 Good
 Can’t say
 Average
 Poor
12. What is your opinion about the quality of NANDINI BUTTER? (Please tick the
appropriate one)
 Excellent
 Good
 Can’t say

 Average
 Poor
13. What is your opinion about the quality of NANDINI BADAM powder? (Please tick the
appropriate one)
 Excellent
 Good
 Can’t say
 Average
 Poor
14. What is your opinion about the quality of NANDINI Cheese? (Please tick the appropriate
one)
 Excellent
 Good
 Can’t say
 Average
 Poor
15. Are you satisfied with the packaging? (Please tick the appropriate one)
 Yes
 No
16. If NANDINI MILK products are not available, which brand of milk products would you
purchase?

 Heritage
 Arokya
 Nilgiris
 Milk vendor who sells in loose quantity
 Others (please specify)
17. Did the advertisement impact you to buy?

 Very much
 Moderate
 Not at all
18. How would you rate the brand image of the following NANDINI products?
Low brand image 1 High brand image 5
Serialno. Nandini 1 2 3 4 5
1 Milk
2 Curds
3 Ghee
4 Butter
5 Badam
Powder
6 Cheese

19. Do you feel that the NANDINI BRAND of milk products have ‘value for money’? (Please
tick the appropriate one)
 Yes
 No
20. Do you feel that the frequent change in prices of NANDINI BRAND of milk products?
(Please tick the appropriate one)
 Reasonable
 Unavoidable
 Not at all justified
21. Would you recommend NANDINI BRAND of milk products to your friends, neighbours and
colleagues? (Please tick the appropriate one)
 Yes
 No
 Cannot say
22.. Please list the major complaints concerning the NANDINI MILK
products……………………………………………………………………………………………
………………………………………………………………………………………………………
………………………………………………………………………………………………………
23. Are you satisfied with the complaints management of the company/retail outlets? (Please tick
the appropriate one)
 Yes
 No
 Cannot say
24. What areas of improvement would you like to recommend for NANDINI MILK products?
(Please tick the appropriate one)

 Quality
 Nutritional value
 Consistent Freshness
 Purity
 Others (Please specify
EXPLANATION TO THE RESEARCH INSTRUMENT USED:
PRIMARY DATA
The information, which was collected using questionnaire method from the customer, is the
primary source of data gathered specifically for the project study. It includes direct contact
with customer, regarding their response towards the product.
RESEARCH INSTRUMENT:
Research instrument used for obtaining primary data is questionnaire.
Z TEST:
A Z-test is any statistical test for which the distribution of the test statistic under the null

hypothesis can be approximated by a normal distribution.[dubious – discuss] Due to the central
limit theorem, many test statistics are approximately normally distributed for large samples.
Therefore, many statistical tests can be performed as approximate Z-tests if the sample size is not
too small.
YOU SHOULD USE THE Z-TEST WHEN THE POPULATION:

Is normal and _ is known. The t-test should be used when the population is normal and _ is
unknown. How
Does one know from the wording of the problem whether or not _ is known?
DIRECTIONS FOR FURTHER RESEARCH
Based on our research investigation, the following areas constitute ‘green pastures’ for further
research:
 Consumers’ Preference Formation in respect of Dairy Products using the Theory of

Reasoned Action Model
 Measurement Tools of Consumers’ Preference towards Dairy Products: An Analytical
Study
 Customers’ Insight into the purchase of Dairy Products in the Shopping Malls.
 Benchmarking the Best Practices in marketing Dairy Products
 Emotion Marketing: Application of ‘Value Star’ for NANDINI BRAND of Milk
Products

M P Birla Institute of Management, Bangalore

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M P BIRLA INSTITUTE OF MANAGEMENT, BANGALORE

CONSUMERS’ PREFERENCE TOWARDS EXCLUSIVE NANDINI BRAND

A DISSERTATION SUBMITTED IN PARTIAL FULFILLMENT OF THE

UNDER THE GUIDANCE AND SUPERVISION

MP. BIRLA INSTITUTE OF MANAGEMENT PAGE 1

MP. BIRLA INSTITUTE OF MANAGEMENT PAGE 2

PLACE: BANGALORE (DR. NAGESH S. MALAVALLI)

MP. BIRLA INSTITUTE OF MANAGEMENT PAGE 3

(MS. JAYA JANWANI)

MP. BIRLA INSTITUTE OF MANAGEMENT PAGE 4

 To diagnose the competitive scenario of dairy products in Bangalore City

MP. BIRLA INSTITUTE OF MANAGEMENT PAGE 5

 Most of the respondents are satisfied if NANDINI milk is refrigerated

 The company should also look in to consumer’s relationship management. A growing

 Company should focus on improving its packaging quality.

MP. BIRLA INSTITUTE OF MANAGEMENT PAGE 6

CHAPTER NUMBER P AGE

(IV) EXECUTIVE SUMMARY 6

(V ) LIST OF TABLES, GRAPHS, CHARTS, DIAGRAMS 9

CHAPTER 1: COMPANY PROFILE

CHAPTER 2: BRAND PROFILE

CHAPTER 3: LITERATURE SURVEY

CHAPTER 4: PROBLEM STATEMENT

CHAPTER 5: RESEARCH OBJECTIVES 37

CHAPTER 7: RESEARCH METHODOLOGY 41

CHAPTER 8: DATA ANALYSIS & INTERPRETATION 45

CHAPTER 9; KEY RESEARCH FINDINGS

CHAPTER 10: RECOMMENDATIONS

MP. BIRLA INSTITUTE OF MANAGEMENT PAGE 7

 EXPLANATION TO THE RESEARCH INSTRUMENT USED 113

 DIRECTIONS FOR FURTHER RESEARCH

MP. BIRLA INSTITUTE OF MANAGEMENT PAGE 8

2. Preference of Nandini milk 59

3. Frequency of milk purchase 61

4. Buying pattern of Nandini milk products 63

5. Delivery schedule of Nandini products 65

6. Quality of Nandini milk products 67

7. Are you satisfied with packaging 69

8. If nandini milk products not available 71

9. Did advertisement impact 73

10. Brand image of Nandini milk products 75-85

11. Does nandini milk products have value of money 87

12. Frequent changes in prices of product 89

13. Would you recommend Nandini products 91

14. Are you satisfied with complaint management of company 93

15. Factors to be improved in Nandini products 95

MP. BIRLA INSTITUTE OF MANAGEMENT PAGE 9

Bangalore milk union limited:-

MP. BIRLA INSTITUTE OF MANAGEMENT PAGE 11

MP. BIRLA INSTITUTE OF MANAGEMENT PAGE 12

 To organize dairy co-operative societies at village level and dissemination of information

MP. BIRLA INSTITUTE OF MANAGEMENT PAGE 13

“Ushering rural property in the lives of members of milk producers.”

MP. BIRLA INSTITUTE OF MANAGEMENT PAGE 14

Operational areas of bamul:-

The bamul has 7 chilling centers in the district. They are:

MP. BIRLA INSTITUTE OF MANAGEMENT PAGE 15

Capacity of the main dairy:-

MP. BIRLA INSTITUTE OF MANAGEMENT PAGE 16

Bamul has 400 employees currently working in the organization.

MP. BIRLA INSTITUTE OF MANAGEMENT PAGE 17

First tier system