a project report on consumer perception and preference towards nandini curd in dharwad city

Consumer perception and preference towards Nandini curd in Dharwad

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Sl.NO. Contents Page No

01 EXECUTIVE SUMMARY 01-02

02 INDUSTRIAL PROFILE 03-11

03 COMPANY PROFILE 12-43

04 RESEARCH METHODOLOGY 44-45

05 DATE COLLECTION METHODOLOGY 46-47

06 ANALYSIS AND INTREPRETATION 48-65

07 FINDINGS 66

08 SUGGESTIONS 67

09 CONCLUSION 68

10 BIBLIOGRAPHY 69

11 APPENDICES 70-72



CHAPTER-1

EXECUTIVE SUMMARY

It is said that a glass of milk is equals to one meal. There is no exaggeration in the

statement Milk is the basic food for every human being, starting from infant to the old age

people consumes milk in one or other form. For healthy growth of human being milk

plays vital role because it contains necessary vitamins and carbohydrates.

Karnataka milk federation is a non profit organization formed for farmer.

Karnataka milk federation started its co-operative activities at Dharawad in 1983. In1986,

the Dharawad milk producer’s co-operative union limited was formally set up. Started in

an ambitious way, the dairy production capacity was 200 thousand ltr’s per day, over the

years the average procurement has been between 65 to 85 thousand ltr’s per day, and the

average sale has been around 50 to 55 thousand ltr’s per day. The milk union has a total

477 dairy co-operative societies in its area of operation out of which 400 dairy operative

societies are operating in profit. In the last ten years along with the procurement activities,

the milk unions are also involved in socio-economic development of its rural masses in

unique program called STEP.

Since 2006, the milk union has made good plans for future terms of increasing the

procurement and marketing of milk and milk products.

The companies to enhance their credibility and better profit carry out market

research to some of the strategic decisions. The modern manager relies more on such

market research crunches faced. To avoid unnecessary cost of research and the time

constraint consumer product companies tend to rely on data collected from retailer and

the consumers. Because companies believe the retailers are having direct contact with the

consumers. Their opinion plays important role in taking decisions such research is called

retailers. And it is basically a non-probability convenient sampling where relying on the

data. May have opinion biases. However this can act as an important tool in making

strategic decision making tool.



KMF DHARAWAD MILK UNION LIMITED serving people more than ten

years has segmented itself in every possible place and ensures it has a self for its products

at all the outlet possible. It is carrying its network with help of distributors, agencies and

retailers who serves to ultimate consumers. Since the company is a people focused it

holds responsibility towards retailers where serving people at large even consumers.

Hence a need was felt to find out the retailer perception and relationship

The title of the study was “Consumer perception and preference towards

Nandini curd in Dharwad city”

Objectives of the study:

To know the consumer preferences towards curd.

To know the consumer satisfaction towards Nandini curd.

To determine the quality of Nandini curd.

To know the consumer awareness towards Nandini curd.

To know the problems faced by customers towards Nandini curd.

To determine the buying behavior of customers towards curd.

The main intention of this study is to study the buying behavior of customers and

costumers preferences towards curd. And identify the reasons low sales of cur in

Dharwad city.



Methodology:

Location: Dharawad city (shettar colony, Gandhi nagar, hos

Yallapur shri Nagar, Emmikeri, Mrutyunjay Nagar, etc)

Sample size: 100 customers

Instrument used: self administered questionnaire

Sampling techniques: Simple random sampling

Statistical tool: tables, pie charts, bar charts, are used in Analyzing the Data.

INDSTRY PROFILE

India is largest producer of milk in the world. The production of milk products in

2001 was 3.23 lakh tones. The target of milk production during 2001-02 is 84.9 million

tones. It has been estimated that approximate 12% milk per day is processed in to value

added products; most of these products are exported.

India’s traditional dairy product sector is poised for rapid expansion with the

result of application of modern process technologies in production of mithais. The raising

demand for packed, fresh dairy products like dahi, panner, lassi,and cream is widening

the base of modern dairy sector of country and ensure a better price to primary milk

producers. Simultaneously, it will also help to productively utilize India’s growing milk

surplus.

According to the recently released ‘Technology of Indian Milk Products’

industry references published by dairy India, the Market for traditional India milk based

sweets alone are estimated at $500m.Tthe market for traditional dairy products in India

exceeds an estimated Rs 50,000 crore and is largest and fastest growing segment of

Indian dairy industry.

During the pre-independence era there was no serious stress given to dairy

industry. In 1886, the department of defense of British government established the dairy

farms for the supply of milk to the British troops in Allahabad, in 1920, serious step were

taken by Mr. William Smith, an expert in dairy farming to improve the milk production.



The dairy and animal Husbandry received serious attention after the

independence. There were lots many of progressive steps taken by government through

five year plans. Indian council of Agriculture Research mostly drew up these plans.

Further our late Prime Minister Lal Bahadur Shastri felt the need for setting up co-

operative society through out country for the sake of rural development Board in 1965.

This board was register under society’s registration act and the Public trust act, having its

head office at Anand, Gujarat.



NATIONAL DARIY DEVELOMENT BOARD

History

The NDDB was founded to replace exploitation with empowerment, tradition

with Modernity, Stagnation with growth, transforming dairy into and instrument for

the development of Indian’s rural people.

The NDDB was established in 1965; the board is registered under the

Societies Registration Act and the public Trust Act, fulfilling the desire of the Prime

Minister of India – the late Lal Bahaddur Shastri to extend the success of the

Kaira Co-operative Milk producers union (AMUL) TO OTHER PARTS OF India.

Dr Vergese Kurien was the founder chairman. The success combined the wisdom &

energy of farmers with professional management to successful capture liquid milk

and milk product markets while supporting farmer’s investment with inputs and

services.

The Growth:

NDDB began its operations with the mission of making dairying a vehicle to

a better future for millions of gross roots milk producers. The mission archived

helped to launce ‘’Operation Flood’’, a programmed extending over 26 years and

with the help of World Bank Loan India become the world’s largest milk producing

country. As per March 2001 India’s 96000 Dairy Co-operative are integrated

thorough a three Tier Cc-operative structure. The Anand pattern, which is owned by

more than 10 million formers, procures an average of 1605 million liters of milk

everyday. The milk is processed and marketed by 170 milk producers’ co-operative

unions which, in turn own 15 state co-operative milk marketing federation. Since its

establishment the dairy development board has planned and spearheaded India’s

Dairy programmer by placing dairy development in the hands of milk producers and

the professionals they employ to manage their co-operatives. In addition, NDDB also

promotes other commodity based co-operative, allied industries and veterinary

biologically on an intensive and nation wide basis.



Objectives of NDDB:

To sponsor, promote, manage, acquire, construct or control any plant or

work, which promote projects of general public utility relation to

dairying.

To make information available on request to technical services to increase

production of Milk.

To prepare initial feasibility studies of dairying and other dairy related

projects and undertake subsequent designing planning and start up those

projects.

To undertake research and development programmed related to

production and marketing of milk and milk products.

To provide assistance for exchange of information to other international

agencies.

Services rendered by NDDB:

Planning dairy and rural development projects.

Organization of farmer co-operative societies.

Setting up of dairy and cattle feed plants.

Manpower planning and training.

Applied research and development.

Implementation of milk production enchantment programmed



KARANATAKA MILK FEDERATION

Karnataka Co-operative Milk Producers Federation Limited (KMF) is the

apex body in Karnataka representing dairy farmers Co-operatives. It is third largest dairy

co-operative amongst the dairy cooperatives in the country. In South India it stands first

in terms of procurement as well as sales. One of the core functions of the federation is

marketing of Milk and Milk products. The brand name ‘nandini’ is the household name

for Pure and Fresh milk and milk products.

The first dairy in India was started in Kludge in Kodak district in 1955. Further in

June 1974; an integrated project was launched in Karnataka to restructure and recognize

the dairy industry on co-operative principle & to lay foundation for new direction in dairy

development.

The present Karnataka Milk Federation (K.M.F) came in to existence in 1984 as

results of merging of Karnataka Dairy Development Co-operation, small co-operatives

and Karnataka Milk development & loose venders. The Karnataka Milk Federation is co-

operative apex body in the state of Karnataka representing dairy development activities to

achieve the dairy objectives.



Objectives

To produce better quality of milk.

To make profit by satisfying the customer.

To gain market share.

To avoid wastage of milk and to reduce cost of production.

To provide good environment and good facilities to the customer.

To maintain the customer relationship by providing good service at right time and

Right place

To reach the maximum customer.

To provide required quantity of agents.

To produce better quality of milk than the competitors.

To produce the cheaper price so that it is affordable by the middle class people.

To provide assured market for milk produced/supplied by farmers.

To facilitate rural development by providing opportunities for self development at

Village level, preventing migration to urban are.

FUTURE VISION

To consolidate the gains of dairying achieved in the state of Karnataka and with

the view of to efficiently chill, process and market ever developing and increasing milk

procurement with an utmost emphasis on quality and in process conserve the socio-

economic interests of rural milk producers, the government of Karnataka through KMF

has proposed to undertake several projects with financial and technical support of NDDB.



MISSION STATEMENT

To enhance milk production and procurement and maximize returns to milk

producers by finding lucrative market for milk and thereby contribute towards viability

milk unions

PERSPECTIVE PLAN 2010

Government of Karnataka and NDDB signed an MOU during February 2000, for

further strenghenthning the Dairy development activities in Karnataka with an out lay of

Rs. 250 Crores. Consequent to the announcement of new lending terms conditions by

NDDB through an evolution of an action plan Perspective 2010 to enable the dairy co-

operatives to face challenges of the increased demand for milk and milk products by

focusing efforts in the four major thrust areas of strengthening the Co-operative.

Enhancing Productivity, Managing Quality and building a National Information Network,

Plans are under implementation. The 4 milk Unions viz., Dharwad Tumakur Bijapur, and

Gulburga, that were having accumulated losses were included for rehabilitation program

under the Centrally Sponsored Scheme “Assistance to Co-operatives” which is also under

implementation.

THE DISTRIC C0-OPERATIVE SOCITY (DCS):

It is the basic Organization unit, functioning at the village level. By training local

people to organize and manage the activities village level institution building and

development and local leadership is promoted.

FUNCTINS:

1. Its functions daily and acts as marketing outset for the milk produced in village.

2. Input facilities are also analyzed to the dairy farmers through these societies and

include Veterinary First Aid, Sales for Cattle Feed, Supply for Fodder Seed,

seedlings and provisions of Veterinary Health Care.

3. Payment for milk is done through the societies, to the milk producers.



THE MILK UNION

Milk Union is channel of District Co-operative societies in an organized form

for the procurement. The procurement route is linked to chilling centers or a dairy.

Dharwad Milk Union is one such union. It is middle tier of complex co-operative

organization network. Federating the societies in locating geographical area forms unions.

The Milk unions are organized to make them economically viable and the jurisdiction

extents from one district to another district. There are five Milk Unions whose jurisdiction

covers a single district, four unions covers two districts each district covers three districts

and one union territory extends to four districts. All unions own three own Milk facilities.

Functions

These unions help to organize new Primary Dairy Co-operative societies. Also

helps in managing these DCS by assisting in accounts, purchase, process and marketing

these liquid milk. The Unions help in providing all the input facilities to DCS and

channels the dairy farmers through DCS. The Union provides the following facilities

Provide balanced cattle feed.

Provide animal health care.

Providing artificial insemination for breed improvement.

Providing training for breeding and feeding.

Provide training for management.

Milk federation:

The main objectives of the federation are to help in federation of Milk Unions

through the state and thus forming the state level apes’ organization. The federation

implements all the project activities. After the projects activities are accomplished the

Federations aims at formulating marketing strategies in marketing the milk and milk

products. The Karnataka Milk federation, which was set up in 1984, has the fallowing.



Functions

The foremost function of KMF was to co-ordinate the activities between the union

and also in making market available so that the production increases.

The federation also manages surpluses deficiencies of liquid milk among the milk

and milk products at reasonable price.

The federation also manages to market the milk and milk products out side the

state.

Provides balanced cattle feed.

The Karnataka milk federation consists of ;

Units NumbersMilk 13Dairies 17Liquid Nitrogen Silos 6Product plant 3Training centers 3Sperm station 1Cattlel Feed Plant 4Pouch Film Plant 1

Achievement:

Bangalore Milk union, Dakshin kannada Milk Union Mother Dairy has obtained

ISO-2000

92% of functioning milk producer’s co-operative societies earning profit.

At present on an average of Rs. 205 lakhs is paid per day to milk producers.



COMPANY PROFILE

DHARWAD MILK UNION

Establishment

The Dharwad milk union is co-operative society among the 13 establishment,

under KMF. The Dharwad milk union is one of the most modern plant in the country. It is

located in the specious 15 acres land, located in Lakamanahalli Industrial Area, adjacent

to the National highway-4. It is patterned after the AMUL Milk Dairy, Anand and

Gujarat.

HISTORY

A group of experienced officers, appointed by Karnataka Milk Federation

surveyed the whole Dharwad district (include two newly formed district Gadag and

Havery) and Uttar Karnataka. Further they found is a need for a milk dairy. They traveled

surrounding villages, educated the villagers about Milk & Milk products and benefits they

would get from the milk dairy.

Seeing the over whelming response and untapped resources and the huge market,

the federation decided to set up a milk union in 1984, known as the DHARWD MILK

UNION LIMITED. Further in 1989, the training center was controlled by KMF, came

under Dharwad Milk Union. The brief profile of the company is given



DHARWAD MILK UNION

Location Lakmanahalli, industrial area, Dharwad

Share capital 3 crores by members and 2 crores by government of

Karnataka

Plant capacity 2 lakh liters per day

Milk powder 12tons/day

Butter 6tons/day

Ghee 6tons/day

Milk chilling centers Gadag 20,000 ltrs/day

Haveri 20,000 ltrs/day

Hirekerur 20,000 ltrs/day

Naragund 8,000 ltrs/day

Ron 10,000 ltrs/day

Sirsi 20,000 ltrs/day

Presence value of activity Collection of Milk 80,000 ltrs/day

Sales of Milk 70,000 ltrs/day

Area of operation Dharwad, Haveri, Gadag, Uttar kannada districts

Board of directors Elected members 8

Ex officers 3

By govt 5

Total workers 393 workers

Departments 9

Brand name NANDINI

Milk:

Toned Milk, full cream milk, standard milk, shubham

milk, homogenized milk.

Milk products:

Butter, ghee, curd, lassi, paneer, milk powder, khova, peda,

mysore pack etc……

Co-operative societies at

village level

460 socities



STRATEGIES;

The Dharwad milk union has the fallowing set of strategies, which will formulated

every year. The present year has the fallowing strategies. The strategies has formulated

with the help of KMF & NDDB and the union members. Fallowing are the strategies set

this years.

STRATEGIES OF MARKETING DEPARTMENT:

1. Aims at marketing the products through proper marketing channels.

2. Aims to conduct some consumer awareness programs and various seminars.

3. Aims at conducting some whole sellers and retailers meeting.

4. Aiming to set up the new advertisement strategies like putting up hoarding.

5. Distributing pamphlets, and contests.

STRATEGIES OF ADMINISTRATIVE DEPARTMENT:

To check labor absenteeism.

To check actions against in-disciplined workers

Aims at helping the employees to become more responsible towards desired work.



ORGNIZATION STRUCTER

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PresidentPresident

Director (Govt)

Director (Govt)

Director (Govt )

Director (Govt )

Director (DCS)

Director (DCS)

Director (NDDB)

Director (NDDB)

Director (Society)

Director (Society)

Marketing Dept

Marketing Dept Adm DeptAdm Dept

FinanceDept

FinanceDept

Product president Director

Product president Director

Procurement Dept

Procurement Dept

Accounts &Purchase

Accounts &PurchaseM.I.S.M.I.S.F.G.S &

Stores

F.G.S &Stores

QualityControl

QualityControlTransportTransport

17

Managing DirectorManaging Director


SYSTEMS

PROCUREMENT AND INPUT DEOARTMENT

The union carries procurement by setting up Co-operative societies at village

level. Later milk is collected in chilling center. Milk collected from the milk centers is

first tested. There are milk testing equipments for this purpose. Then a survey on

availability on transportation specialties and productive capacity of villagers are

conducted. If the marketable surplus is more than 150 ltrs per day, a society is formed.

Further 10 promoters are selected from the village and are given responsibility of

collecting capital for the society by selling shares. Procurement is done twice a day and

payment is made on the basis of fat content and SNF in the milk.

After this, milk is sent unions or chilling center, whichever is near. At the chilling

center, milk is chilled up to 4 degree Celsius. Later this milk is sent unions in insulated

tankers for further processing. The main function of this department is to procure milk

from different area throughout the year.

The department also provides facilities that help in enhancing more productivity.

The main function of P & I department is to organize village dairy co-operative societies

and procure more milk from village societies Fallowing are other services provided by P

& I department.

Veterinary services to keep up good health of cattle through

Regular health camps

Emergency services round clock

First Aid, vaccination., infertility camps, fodder.

Artificial insemination facility to improvement of cattle breeds.

Facilitating training programs regarding management of cattle.

Supply of fodder to cattle.



THE STRUTCTR OF PROCURMENT AND INPUT DEPARTMENT


Manager

Procurement wing Technical input wing

Deputy Manager

Assistant manager

Extension officers

Clerks

Helpers

Deputy Manager

Assistant manager

Clerks

19


PRODUCTION & PROCESS DEPARTMENT

The main objective of this department is to follow up production schedule as per

Plans and maintain close & co-ordinate relationship with other departments and ensure to

upgrade the technical efficiency of production. Milk, as it is highly perishable product,

has to process immediately to avoid spoilage of milk with respect to its flavor, and taste.

The production department is well equipped and various types of highly

sophisticated machines imported from Sweden and Denmark. Once the milk is received

from P & I department, it is first weighed with the help of weighing bowl. Later, it is

poured in dump tank. Sample testing is made through Lactometer reading and other tests.

The fat and SNF content of each sample of milk is accessed. The cow and buffalo’s milk

are separately received and sent to the production section separately through two different

stainless steel pipes.

Later, the raw milk is passed through plate chiller of variable capacity where it is

cooled up to 4-5 degree Celsius. This is cooled raw material is further stored in a silo of

30,000 liters capacity.

PURPOSE OF CHILLING

Chilling is done to avoid growth of micro organism, which responsible for

spoilage of milk and bitter taste. The milk which is stored in silos is pumped through

pipeline to the balance tank which is helps maintain the steady speed of milk in

Pasteurization machine. In DMU, there two milk pasteurization machines and one cream

pasteurization machine.

PURPOSE OF PASTEURIZATION:

Pasteurization is process where milk is heated high temperature and cooled

instantly, to destroy microorganisms. The Pasteurized milk will be stored in Pasteurized

milk silos and then sent to pre-packing section. Packing is done in 500 ml, & 1000 ml,

stored in cold storage at 7 degree Celsius.



PASTEURIZATION OF CREAM

The milk in bulk is taken to cream separate. Here, the cream is separated and

passed through cream pasteurization unit. This cream is sent to butter section. The milk

with no fat is skimmed milk. This skimmed milk is pumped back to pasteurization unit

and heated to 4 degree Celsius using chilled water and stored silos. This skimmed milk is

sent to powder section. The pasteurization cream is mixed in proportion to pasteurized

milk.

TONED MILK

Karnataka’s most favorite milk. Nandini toned fresh and pure milk containing

3.0% FAT & 8.5% SNF, available 500 ml & 1 liter pack

SHUBHAM

Buffalo’s milk, 100% pure pasteurized and packed hygienically, this milk has 5%

FAT & 9% SNF. Available in 500ml and 1 liters & also available in 5 liters for bulk

consumers.


http://www.kmfnandini.coop/html/products.htm



FULL CREAM MILK

Full cream milk, containing 6% FAT and 9% SNF. Rich, creamier, testier milk,

ideal for preparing home made sweet and savories. Available in 500 ml and 1 liter.

HOMOGENIZED TONED MILK:

Nandini homogenized milk is pure milk. Which is homogenized and pasteurized,

consists right through, it gives you more cups of tea or coffee and easily digestible.

Available in 500 ml packs.

CURD

Raw milk I s heated to 90 degree Celsius and allowed to cool 30 degree Celsius.

Later, culture is added to it and packed; the curd is packed in the packet it self. It is stored

packed in 200 grams & 500 grams.






BUTTER

The cream, which is stored in cream refining tank, is taken to churning section

where it is churned. Here butter fat butter milk are separated. The vacuum pump removes

excess of moister and butter come out of continuous butter making machine (capacity-

1500kgs/hrs). Butter in 100, 200, 500grms and also 10 & 25grms, these are stored in deep

freezer room with temperature 22 degree Celsius.

GHEE

There are two ghee boiler capacity 1500kg/batch. Abutter 2.5tons is melted and is

brought to ghee boiler. Here it is heated to 90 degree Celsius for 15mins so that the

residue is allowed settle down and ghee is passed to settling tank through clarifiers. Later

ghee is allowed for cooling (at 30-40degree Celsius) and packed in tin of liter, 500 &

200ml of pack and kept in cold storage.

PANEER

If there is excess of milk, then paneer is made. The milk is heated to 90 degree

Celsius for 15-20mins, glacial acetic acid is added to milk, and milk is attained to through

fine muslin cloth. The solid portion is retained and put in water, & then it is put in chilled

water and left overnight. Later it is packed & storage in cold storage.






MILLK POWDER

When there is excess of milk, milk powder is made. The capacity of powder plant

is 12tons. There are two sections-evaporator & spray drier, through which milk is

converted in to milk powder. In evaporator, milk is boiled for 55 degree at high vacuum.

Milk is concentrated to drier, 40-45% of milk is solid. Moister is removed and milk

powder is obtained consists of 4% moister.

PEDHA

Dharwad is famous for its delicious pedhas. DMU has separate pedha section.

About 80 liters(depends upon demand) is heated continuously for 3 hours till the milk is

semi solid, later sugar and ingredients are added and stirred continuously on low flame.

Later it is shaped in small balls and packed.





The milk produced here is differentiated by content of FAT & SNF

Type FAT SNF

Toned Milk 3.10% 8.50%

Standard Milk 4.50% 9%

Shubham Milk 6% 9%

Full Cream Milk 5.10% 9%

The bellow table gives a brief idea of milk products, their FAT & Moister:

Products FAT SNF Moister

Butter 8.30% 1% 16%

Ghee 99.80% - 0.20%

Panner 20% 30% 50%



Structure of Production Department


MANAGERMANAGER

Deputy managerDeputy manager Office staffOffice staff

Assistant managerAssistant manager

Technical officerTechnical officer

Senior supervisorSenior supervisor

Junior supervisorJunior supervisor

Dairy operationDairy operation

Dairy technicianDairy technician

Dairy workerDairy worker

Assistant (stores)Assistant (stores)Assistant(account

)Assistant(account

)

ClerkClerk TypistTypist

26


QUQLITY CONTROL DEPARTMENT

The DMU, at every stage is taken to ensure that the customer gets the products,

which a very high quality. Hence there is separate department called the quality control

department, where the quality testing is done. There is a separate laboratory for this.

Quality control is very essential as maintain the freshness of the milk. All the containers,

pipes and other equipments are washed with hot water before starting off with new

production. There are tests conducted here. The packed milk we get will have undergone

three quality tests. First test is done on raw milk which we get from chilling center. Next

before standardization and the last before packing. The other tests conducted are:

Tests Reasons

Temperature Should be below 5degree.

Clot on boiling

If milk is curdles soon after boiling milk is

rejected.

Acidity test To test the extent of acidity.

Alcohol test To check the heat stability of milk.

Lactometer test To check the density of milk.

FAT test Percentage of FAT determined.

SNF test Percentage of SNF determined for pricing.

SNF=CLR+FAT/4

ACTIVITIES:

Modification of milk film sachet by reducing length.

Implementation of 2nd stage modification ISI formula for calculating SNF

in milk.

Inspection of the cold storage, deep freezers, dairies, and chilling centers.

Regular attending customer complaints.



Structure of Quality Control Department


Deputy Manager

Ass Manager Ass Manager

Quality Ass Officer(Chemicals)

Quality Ass Officer(Bacteriology)

Quality AssLab Assistant Quality Analyst

28


Marketing Department

Milk and milk products are perishable in nature so, dispatching and marketing of

these should be done effectively.

In DMU, marketing department has the fallowing tasks,

Marketing of milk and milk production through its own network.

Marketing development and sales promotion.

Reconciliation of sales with all agents.

Consumer’s grievances redressed.

Need based marketing.

To take up defense supplies.

Operating Areas

DMU’s Nandini milk is marketed in Hubli-Dharwad, Karawar, Gadag, Haveri, and

Uttar Karnataka. The milk is marketed through retailores.

The department has fallowing objectives;

To increase the market share of the Nandini.

To set up more marketing strategies.

To be responsive to consumers and channel members.

To promote more of Nandini milk and milk products through intense

advertising.

Competitors

The Nandini milk is facing lot of competition in the milk market. The prime

competitors are private players like.

Aditya

Bharat

Arokya

Siddi Vinayak

Datta

Mayor

Gopal

Loose venders, etc



Promotional activities

To over come from neck- to –neck competition, different promotional activities are

fallowed. With the help of KMF, & NDDB for building brand image of Nandini and

enhancement of sales milk & milk products.

Advertising in all available media.

Sponsoring event viz, cricket match, exhibition.

Participation in trade fairs.

Distribution Channel

DMU has its own marketing channel. However it fallows two types of direct

channels.

1. Consumer Market:

DMU is selling its products directly to the consumer through its special venders. It

also distribute to nearly to 600 retailers and milk parlors. These are exclusive milk

parlors, which sell only KMF products.

2. Institutional Market:

There is also demand for milk, which is sent by institution like government run

institution, hospital, school, hotels etc.

Strategies adapted by the department to enhance sale of its products are.

Conduct awareness programs of milk homogenized processed milk.

Attain daily complaints of consumers and retailers.

Need for healthy promotional activities against competitors.

Adapting different marketing strategies in place of undifferentiated

strategy.

Cross functional teams.

New area visits.

Door to door survey.

New agents



Distribution Chart


Raw Milk

Processing

Production

Milk Bi-product

Packing

Loading & Dispatching

Van drivers & Retailers

Store

Delivery boysConsumers

Agents & Retailers

Marketing (Orders)


Structure of Marketing Department


Manager

Deputy Manger(Accounts/Audit)

Deputy Manager(Sales/ Production)

Assistant Manager

Assistant Manager(Tech.officer)

SupervisorSupervisor(FGs/Stores)

32

TransportQualityFCont

TransportQualityFCont

Market AssistantMarket Assistant


Further Marketing department has two sub departments

1. Stores

2. Finished goods Stores

Stores department

The stores department in DMU follows a codex system (coded control system). A

card is maintained for each item and a number I allocated. The attached to each article

consists of amount, balanced, date of issue, purchase etc. this is separate recorded in

ledger book. The inventories are of different kind ranging mechanical squares, packing

items to animal drugs, stationery and veterinary drugs. There are at least 4000 different

inventories.

This department has fallowing services:

It tries to maintain maximum and minimum level of inventory so as to

avoid blockage of capital and storage.

Ordinary and local available commodities are maintained at minimum

possible level.

Items of urgent not easily available are stored sufficiently for further

demand.



Structure of stores department


Stores Superident

Stores Assistant (FDS)

Stores Assistant (GR-)

Helpers

34


Finished Goods Stores

This department acts as an interface between production marketing departments. It

is concerned with maintenance of finished goods and connected records. It receives all the

finished goods and issues the stock to the marketing department as per indents.

It insures that the goods are maintained properly with respect to quality. Accounts

are maintained daily and monthly report is submitted to the production, marketing and

finance departments. As the products are perishable, First-In-First-Out method is fallowed



Structure of Finished Goods Stores


Dairy Operator

Dairy Worker

36

Assistant Manager

Accounts Assistant

Market Assistant


Finance Department

This department is responsible for keeping all the inward and outward flow of

money of the union. It represents budget every year and financial rules for receipts and

payments are framed. The functions of this department are;

To prepare monthly accounts (receipts, payments, profit & loss accounts

and balance sheet).

To prepare quarterly financial statement.

To prepare integrated business plan.

To prepare year ending financial statements.

To get accounts audited from statutory books of accounts.

DMU fallows two types of auditing:

1. Pre-audit system done by finance & accounts departments every year.

2. Statutory system done by private charted accountants every year.



The structure of Finance Department


Deputy Manager

Assistant Manager

Assistant Accounts

Assistant Accounts


Purchase Department

It is sub department which comes under finance department. The main work of this

department is to purchase various materials required by different departments. After

ascertaining the stock position by stores department and indent is sent by different

department duly approved by the managing director. This department acts to procure

materials.

It also maintains records of all the supplies, calls, for tenders, quotations, etc.

quotations with lowest rate are sanctioned. Purchase up to Rs. 50,000 is made by the

purchase department. If the amount is more than Rs. 50,000, then the approval of

managing director is most.



Structure of Purchase Department


Purchase officer

Purchase Superintendent

Assistant Purchaser

Helpers

40


Administration Department

The administration department controls the overall functioning of the

organization. The organization consists of fallowing three levels

Managerial cadre includes Managing Director, Deputy Manager and

Assistant Manager.

Supervisory level includes technical officers and supervisors.

Workers level includes labors and helpers.



Structure of Administration Department


Deputy Manager

Assistant Manager

AdministrationSuperintendent

Ass Manager (Personal)

AdministrationSuperintendent

Administration Assistant

42

Security Department Canteen Time

Keeper


Canteen

There is a canteen in the premises itself. To provide lunch, tea, etc to the

employees at reasonable rate. The canteen is handled by the canteen in charge

Time Keeper:

The department records the working hours of the employees. The workers divided

in to different shifts; control the working of department. Each employee to given punch

card, whenever as employee enter in to the premises he has to punch the card in the time

machine and before leaving the premises he has to do the same. Based on these

attendances, canteen bills are charged, wages are fixed and deduction are made.

Security department:

DMU occupies 15 acres of land, the whole premises is guarded by the security

personal. The security people work in three shifts. All the vehicles are checked before

entering the premises. The department is also maintains separate registers like store-in

register, attendance register, etc.



Product profile

Product Brands

Sterilized Flavored Milk in 5 flavors

(Pista, Badam, Pineapple, Mango, Chocolate)

Paneer

Khova

Peda

Mysore Pak

Premium Badam Burfi

Premium Cashew Burfi

Jamoon Mix

Ready to eat gulab jamoon

Rasagulla badam powder, Nandini Bite,



Product Lines

Toned Milk

Homogenized Milk

Full Cream Milk

Good Life

Slim

Butter Milk

Shubham



CHAPTERII

DESIGN OF THE STUDY

Title of the study

Consumer Preferences and Perception towards Nandini curd in Dharwad city.

Statement of the problem

This is the first step in the research methodology. It is very important to define the

statement of problem because of the saying that “A problem well defined is half solved”.

In this study it is mainly focused on “Low sales of Nandini curd”.

In this contest, it is need to evaluate the various factors which are considered

while purchasing the particular product.

Objectives of the study:

To know the consumer preferences towards curd.

To know the consumer satisfaction towards Nandini curd.

To determine the quality of Nandini curd.

To know the consumer awareness towards Nandini curd.

To know the problems faced by customers towards Nandini curd.

To determine the buying behavior of customers towards curd.

Scope of the study

This project helps me to get practical exposure, that how organization works, how

the finished product reach the consumer form plant to retail outlet.

Implementation of theoretical aspects in to practical, marketing is the back bone

of Dharawad Milk Union.



RESEARCH DESIGN

The research design constitutes the blue print for the collection, measurement

and analysis of data. It helps the researchers by posing crucial choices, is the blue print to

include experiments, interviews, observations, the analysis of records. Are the methods of

data collection the research to highly structure?

Dharawad is a vast city with an area of 13,659 sq kilometer spread across with

population of 6, 25,345,

As it was very difficult to conduct personal interview, so I have taken a sample

of 100 respondents with random sampling method.

The segmentation of the consumer is done on the basis of age as below 15-24,

25-34,35-44, above 45. It is done so assuming that the same age group people behave

similarly.

The research study is done with the help of a questionnaire and taking personal

interview by simple random method.

LIMITATION OF THE STUDY

The scope of the study covered only limited areas of Dharwad city.

Some times respondents were not co-operative with me.

The limited respondents from each sampling unit may not be sufficient. That

means the remaining people in that area may not be similar to the selected

respondents.

The researchers experience in conducting this study

Due to busy schedule consumer generally they tend to give biased

opinions.

The sample base of 100 consumers was very small when compared to the

population of Dharwad city.



CHAPTER METHEDOLOGY OF DATA COLLECTION

Source of data

The source of data includes both primary and secondary data.

Primary Data:

Primary data consists of original information gathered for specific purpose at

hand. These are data gathered for a specific purpose or for a specific research project.

This project relied on response from the respondents. To obtain this primary data a

well structured questionnaire was prepared and samples were met randomly.

Secondary Data:

Secondary data consists of information that already exist and that were being

collected in fast for some other purpose.

Secondary data can be divided in to

a) Internal Secondary Data

The data generated within the organization itself like Company

Profile, experts, Broachers etc.

b) External Secondary data

The data generated by sources outside the organization like distributors, books,

websites and internet.



SAMPLE DESIGN

The sample method used random sample. A sample of respondents is selected for

the purpose of study.

Sampling process:

Population: A population is best defined in terms of elements, units, and time

Consumer: Children’s Students Business men Employee others [Age wise Gender wise]

Extent: Dharwad city

Personal interview; Approaching people personally and interviewing directly.

Questionnaire

Preparing the questions and it is designed. That it covers various opinions, views about, Nandini curd.

Personal interview technique was selected to gather information by respondents.



Analysis and interpretation

Which of these brands of curd do you aware?

Frequency

Percent Valid Percent

Cumulative Percent

Valid nandini 70 70.0 70.0 70.0 aditya 16 16.0 16.0 86.0 Ram

rahim9 9.0 9.0 95.0

shrikrishna

5 5.0 5.0 100.0

Total 100 100.0 100.0

ANALYSIS:

The above table and graph indicates that- 70% of respondents are aware about

nandini curd and 16% of respondents are aware about aditya curd and 9% of respondents

are aware about ramrahim curd.and, 5% percent of respondent are aware about of

shrikrishna.

INTERPRETATION:

By analysis we can interprets that most of the respondents are aware about

NANDINI curd.



Which brand of curd do you prefer?

Frequency Percent Valid Percent Cumulative Percent

Valid

Nandini 59 59.0 59.0 59.0

Aditya 22 22.0 22.0 81.0

ram rahim 11 11.0 11.0 92.0

Others 8 8.0 8.0 100.0

Total 100 100.0 100.0

ANALYSIS:

The above table and graph indicates that - 59% of respondents prefer

NANDINI, 22% of respondents prefer ADITYA, 11% of respondents prefer

RAMRAHIM, and remaining 8% of respondents prefer other curd.

INTEERPRETATION:

By analysis we can interprets that half of the respondents are prefer NANDINI curd.




Valid

brand name 12 12.0 12.0 12.0

Quality 43 43.0 43.0 55.0

Price 10 10.0 10.0 65.0

thickness 19 19.0 19.0 84.0

Taste 16 16.0 16.0 100.0

Total 100 100.0 100.0

ANALYSIS:

The above table and graph indicates that, 43% of respondents are consider

quality while buying curd, 19% of respondents are consider thickness while buying curd,

16%, 12%,10% respondents are consider taste, brand name, price, while buying curd

respectively

INTEERPRETATION:

By analysis we can interprets that nearly half of the respondents are consider

quality while buying curd.



Are you aware of nandini curd? Frequenc

yPercent Valid

PercentCumulative Percent

Valid yes 70 70.0 70.0 70.0 no 30 30.0 30.0 100.0 Total 100 100.0 100.0

ANALYSIS:

The above table and graph indicates that, 75% of respondents are aware of

NANDINI curd, remaining 25% of respondents are not aware of NANDINI curd.

INTEERPRETATION:

By analysis we can interprets that, most of the respondents are aware of

NANDINI curd.



Are you satisfied with the quality of nandini curd? Frequen

cyPercent Valid


Valid yes 67 95.7 95.7 95.7 no 3 4.3 4.3 100.0

Total 70 100.0 100.0

ANALYSIS:

The above table and graph indicates that, 95.7% of respondents are satisfied

with the quality of NANDINI curd, and remaining 4.3 of respondents are not satisfied

with the quality of NANDINI curd.

INTEERPRETATION:

By analysis we can interprets that, most of the respondents are satisfied with

quality NANDINI curd.



taste


Valid

not at all satisfied 4 6.0 6.0 6.0

not satisfied 16 23.9 23.9 29.9

Moderate 27 40.3 40.3 70.1

Satisfied 18 26.9 26.9 97.0

highly satisfied 2 3.0 3.0 100.0

Total 67 100.0 100.0

ANALYSIS: The above table and graph indicates that, 40.3% of respondents are moderately

satisfied with the quality NANDINI curd, 26.9% of respondents are satisfied, 23.9% not

satisfied, 6% of respondents not at all satisfied, only 3% of respondents are highly

satisfied with the taste of Nandini.

INTEERPRETATION:

By analysis we can interprets that, nearly half of the respondents are moderately

satisfied with taste of NANDINI curd.



availablity


Valid


not satisfied 23 34.3 34.3 43.3

Moderate 13 19.4 19.4 62.7

Satisfied 21 31.3 31.3 94.0


Total 67 100.0 100.0

ANALYSIS:

The above table and graph indicates that, 34.3% of respondents are not

satisfied with availability NANDINI curd, 31.3%of respondents are satisfied, 19.4%

moderate, 9% of respondents not at all satisfied, only 6% of respondents are highly

satisfied with the availability of Nandini curd.

INTEERPRETATION:

By analysis we can interprets that, 34.3% of respondents are not satisfied with

availability of NANDINI curd.



availablity on time


Valid

not at all satisfird 5 7.5 7.5 7.5

not satisfied 15 22.4 22.4 29.9

moderate 15 22.4 22.4 52.2

satisfied 22 32.8 32.8 85.1


Total 67 100.0 100.0

ANALYSIS:

The above table and graph indicates that, 32.8% of respondents are satisfied

with availability on time of NANDINI curd,22.4 %of respondents are satisfied, 22.4%

moderate, 7.5% of respondents not at all satisfied, only1 4% of respondents are highly

satisfied with the availability on time of Nandini curd.

INTEERPRETATION:

By analysis we can interprets that, 32.8 respondents are satisfied with

availability on time of NANDINI curd



packaging


Valid


not satisfied 13 19.4 19.4 22.4

modrate 25 37.3 37.3 59.7

satisfied 23 34.3 34.3 94.0


Total 67 100.0 100.0

ANALYSIS:

The above table and graph indicates that, 37.3% of respondents are moderate

with packaging of NANDINI curd, 34.3 %of respondents are satisfied, 19.4% not

satisfied, 6%% of respondents highly satisfied, only 3% of respondents are not at all

satisfied with the packaging of Nandini curd.

INTEERPRETATION:

By analysis we can interprets that, 37.4% of respondents are moderately

satisfied with the packaging of NANDINI curd.



price


Valid


not satisfied 28 41.8 41.8 50.7

moderate 20 29.9 29.9 80.6

satisfied 12 17.9 17.9 98.5


Total 67 100.0 100.0

ANALYSIS:

The above table and graph indicates that, 41.8% of respondents are not satisfied

with price of NANDINI curd, 29.9 %of respondents are moderate, 17.9% satisfied, 9% of

respondents not at all satisfied, only1.5% of respondents are highly satisfied with the

price of Nandini curd.

INTEERPRETATION:

By analysis we can interprets that, 41.9% respondents are not satisfied with the

price of NANDINI curd.



smell


Valid

notat all satisfied 3 4.5 4.5 4.5

not satisfied 13 19.4 19.4 23.9

moderate 24 35.8 35.8 59.7

satisfied 20 29.9 29.9 89.6


Total 67 100.0 100.0

ANALYSIS:

The above table and graph indicates that, 41.8% of respondents are moderate

with smell of NANDINI curd, 29.8%of respondents are satisfied, 19.4% not satisfied,

10.4% of respondents highly satisfied, only 4.5% of respondents are not at all satisfied

with the smell of Nandini curd.

INTEERPRETATION:

By analysis we can interprets that, 35.8% respondents are moderately satisfied

with smell of NANDINI curd.



Are the promotional activities influenced you to buy the curd?


Valid

yes 57 57.0 57.0 57.0

no 43 43.0 43.0 100.0

Total 100 100.0 100.0

ANALYSIS:

The above table and graph indicates that, 57% of respondents are say’s that

promotional activities are influencining while buying curd, and remaining 43%

respondents say’s that promotional activities did not influencing while buying curd.

INTEERPRETATION:

By analysis we can interprets that, more than half of the respondents are say’s

promotional activities are influencing while buying



How much promotional activity influencing you to buy the curd? Frequenc

yPercent Valid


Valid 0-24 13 22.8 22.8 22.8 25-49 19 33.3 33.3 56.1 50-74 17 29.8 29.8 86.0 75-100 8 14.0 14.0 100.0 Total 57 100.0 100.0

ANALYSIS:

The above table and graph indicates that, 33.3% of respondents are say’s that

25 to 49% promotional activities influenced to buy the curd, 29.8% of respondents say’s

50 to 74%, 22.8% of respondents say’s 0-24, and 14% of respondents say’s that 75 to

100% of promotional activities influenced while buying curd.

INTEERPRETATION:

By analysis we can interprets that, 33.3% respondents are say’s that 25 to 49%

promotional activities influenced while buying curd..



Which promotional activities influencing you to buy the curd


Valid

friends 33 33.0 33.0 33.0

newspaper 8 8.0 8.0 41.0

banner 27 27.0 27.0 68.0

others 32 32.0 32.0 100.0

Total 100 100.0 100.0

ANALYSIS:

The above table and graph indicates that, friends are influenced to buy curd

38%, others 32%, banners 27%, news papers 8%, influenced while buying curd.

INTEERPRETATION:

By analysis we can interprets that, while buying curd less than half of the

promotional activities influenced to buy the curd.



Is Nandini curd available through out the day?


Valid

yes 59 59.0 59.0 59.0

no 41 41.0 41.0 100.0

Total 100 100.0 100.0

ANALYSIS:


nandini curd available through out the, remaining 41% are say’s nadini curd will not

available through out the day.

INTEERPRETATION:

By analysis we can interprets that 50% of respondents are say’s Nandini curd

available through out day.



Is Nandini curd available in your nearest place?


Valid

yes 63 63.0 63.0 63.0

no 37 37.0 37.0 100.0

Total 100 100.0 100.0

ANALYSIS:


nandini curd available nearest place, remaining 37% are saying’s nadini curd will not

available there nearest place.

INTEERPRETATION:

By analysis we can interprets that more than half of the respondents are say’s

Nandini curd available there nearest place.



Which problems do you faced towards Nandini curd?

Frequency PercentValid Percent

Cumulative Percent

Valid

whey separation 9 9.0 9.0 9.0

loose body 30 30.0 30.0 39.0

extremly sure 26 26.0 26.0 65.0

curd will not set properly

16 16.0 16.0 81.0

all 19 19.0 19.0 100.0

Total 100 100.0 100.0

ANALYSIS:


Nandini curd have loose body, 26% say’s nandini have extremely sure, 19% of

respondents say’s loose body, sure, 16%will not set properly, whey separation, and 9%

respondents say’s whey separation.

INTEERPRETATION:

By analysis we can interprets that, nearer to half of the respondents are say’s

Nandini curd have loose body and not thick.



Do you expect door delivery service for Nandini curd?


Valid

yes 74 74.0 74.0 74.0

no 26 26.0 26.0 100.0

Total 100 100.0 100.0

ANALYSIS:

The above table and graph indicates that, 74% of respondents are expecting

door delivery from nandini curd, and remaining 26% respondents didn’t expect door

delivery service.

INTEERPRETATION:

By analysis we can interprets that, most of the respondents are expecting door

delivery service from Nandini curd.



Findings

Only 70% of respondents are aware of Nandini curd.

Above 40% of respondents are do not prefer Nandini curd.

Qualities, thickness, taste, are key factors while buying curd.

33% of respondents are not satisfied with Nandini curd.

Major portion of respondents are not satisfied with non availability Nandini curd.

Promotional activities influence more while buying curd.

Door delivery will promote more sales of curd.

The major complaint regarding Nandini curd is loose body and extremely sure.

More than 30% of respondents are not satisfy with taste of Nandini curd.

More than 70% of the respondents are not satisfied with availability of Nandini

curd.

Banners are most effective promotional activity among the all

.



Suggestions

The company may under take advertisement and promotional activities, so as to

increase awareness of Nandini cued.

The company may look after to make Nandini curd easily available to the

customer, by enhancing efficiency of distribution network.

The company may provide door delivery service to the customers.

As 33% of respondents are not satisfied with the quality of Nandini curd, so the

company should concentrate on quality of Nandini curd which will increase in

market share of Nandini curd.

Company may change the taste of curd because only 2% of respondents were

highly satisfied with taste of nandini curd.

Company may improve the service; because company has failed to give better

service to end users.

Company may conduct research to identify the uncovered area and there

preferences.



CONCLUSION

It was an wonderful experience for me to work with Dharwad Milk Union, from

the project I learnt about the marketing tactics used by Dharwad Milk Union.s

Dharwad Milk Union is a reputed organization which has developed its goodwill

in the market to compete with other (company) famous brand. It has to adopt modern

technology in the production process and can do better marketing compared with others.

It has to increase the rate of commission payable to its agents or dealers or retailers.

To survive in the market the company needs to adapt an aggressive marketing

policy as of competitors.

Last but not the least I would like to conclude Dharwad Milk Union as good

organization to work as well as to interact with people. All the workers and members of

the union nicely motivated me. The Dharwad Milk Union all employees are co-operated

well and supported me in completing and making this project a successfully.



Questionnaire

Dear Sir, Madam,

Name: ………………………………………………………………… Age: 15 to 24 [ ]

Gender: …………

Occupation: ………………….

Contact No: ………………….

Permanent Address: …………………………………. …………………………………. ………………………………….. …………………………………..

1) Which of these brands of curd do you aware?

a) Nandini [ ] b) Aditya [ ] c) Ram rahim [ ] d) Shrikrihsna [ ]

2) Which brand of curd do you prefer?

a) Nandini [ ] b) Aditya [ ] c) Ram rahim [ ] d) others specify…………

3) While buying curd which factor do you consider? A) Brand name [ ] B) Quality [ ] C) Price [ ] D) Thickness [ ] E) Taste [ ]

4) Are you aware of Nandini curd? A) Yes B) No

5) If no jump to question no, 7 Are you satisfied with quality of Nandini curd? A) Yes [ ] B) No [ ]

6) Based on your experience tick the relevant answers regarding your satisfaction level

with respect to Nandini Curds (Tick the appropriate box).

Not at all Not Moderate Satisfied Highly



Parameters Satisfied Satisfied Satisfied

1) Taste

2) Price

3) Smell

4) Packaging

5) Availability in

desired quantities

6) Available on time

7) Are the promotional activities influenced you to buy the curd? A) Yes [ ] B) No [ ]

8) If no jump to question no, 9 How much promotional activity influencing you to buy the curd? A) 0-24% B) 25-49% C) 50-74% C) 75-100%

9) Which promotional activities influencing you to buy the curd? A) Friends [ ] B) News paper [ ] C) Banners [ ] D) others specify

10) Is Nandini curd available through out the day? A) Yes [ ] B) No [ ]

11) Is Nandini curd available in your nearest place? A) Yes [ ] B) No [ ]

12) Which problems do you faced towards Nandini curd? a) Whey separation b) Loose body/not thick c) Extremely sore d) Curd will not be properly set A) Only a [ ] B) Only b [ ]



C) Only c [ ] D) Only d [ ] E) All [ ] 13) Do you expect door delivery service for Nandini curd? A) Yes [ ] B) No [ ]

14) Any suggestions to improve the quality and service of Nandini curd…… ………………………………………………………………………………………………

……………………………………………………………………………………….............

………………………………………………………………………………………

.



BIBLIOGRAPHY

BOOKS:

Consumer Behavior --- Leon G. Schiffman

Parushuraman

Magazines:

Business Week

Business World

Economic Times

Websites:

www.google.com.
