Introduction

Need

Scope

Objectives

Methodology

Limitations

1

INTRODUCTION

One must have a contemporary understand of this dynamic world to

survive or proper therein. Never in the past has the role of manager in India as

crucial and exciting as now. The ongoing economic reforms programme has

created infinite opportunities. There has been an increase in milk income gradually

development have broadened the knowledge of consumers. They have now

become choosy resulting in winners & looser at the same time winners those who

monitors needs, identifies opportunities and create value. It is the market

place not the factory that ultimately determines which company will succeed.

Marketing is practiced not only by manufacturing concern & their channel

members but all kinds of individuals and organization. No politician can get the

required votes to win and no” resor t” the needed tour is t to f lour i sh

wi thout developing and carry ing out the so und marketing plans.

Authentic market practice is not the art of selling what you make as much as

knowing what to make. It is the art of identifying and understanding customer’s

needs and coming up with solution that satisfies them and produces riches for

firm’s profitability.

2

As we all know, future is always uncertain. More precisely when there is volley of

brilliant competitors and each wants to be the market leader. So in the light of

intense competition satisfaction through product innovation maintaining the

standard quality their in, failing which no amount or deal of promotional

measure or scheme can compensate at length. Competitive forces have compelled

the companies to focus on specific segment of the market with frequent product

innovation and rather new products and launching thereof with greater confidence.

The present study gives special emphasis on the various strategies to be adopted by

Visakha to counter Her i tage sa les in Visakhapatnam. The ent i re

s tudy has been d iv ided in to chapters and further subdivided into

segments from each dealing with a separate aspect in a simple and lucid

style and clarification has been given top priority throughout the project

3

NEED FOR THE STUDY

Consumer preference study programs help in marketing the product. Marketers

can be satisfied with the maximum consumers for the product if they study the

preference of consumers. Here my survey deals with the consumer’s preference in

the utilization of milk via highway in Visakhapatnam dist.

In early days consumers went to milk centers. They stood in a line or queued to

buy the product. But the scenario has changed drastically with the market being

fledged by a wide variety of brands and the volumes and prices, desired and

affordable by the consumers under such circumstances it is that company which

distinguishes its product from that of competitors is bound to succeed. The

company has to mould its product to suit the consumer, his needs, wants, place of

purchase, personality and so on.

Milk is obtained from different chilling centers, collected and pasteurized, excess

amount of fat is removed in the processing and maintaining required amount of

fat.

Milk contains fat, vitamins and mineral. Milk is consumed regularly in each and

every house. Milk is complete food for infants and is partially taken by adults also

either directly taken as milk or indirectly taken as tea or coffee. How ever the

importance of milk may be briefly mentioned here and the preference attached to

its study as a subject for the project work may be self – explanatory.

4

SCOPE OF THE STUDY

As learning is a human activity and is as natural, as breathing. Despite the fact that

learning is all pervasive in our lives, psychologists do not agree on how learning

takes place. How individuals learn is a matter of interest to marketers. They want

to teach consumers in their roles as their roles as consumers. They want consumers

to learn about their products, product attributes, potential consumers benefit, how

to use, maintain or even dispose of the product and new ways of behaving that will

satisfy not only the consumer’s needs, but the marketer’s objectives.

The scope of my study restricts itself to the analysis of consumer preferences,

perception and consumption of Cadbury and Nestle Chocolates. There are many

other brands of chocolates available but my study is limited to two major players

of chocolates leaving behind the others. The scope of my study is also restricts

itself to Mumbai region only.

5

OBJECTIVE OF THE STUDY

The most important objective of the project is that it is obligatory on the part of the

student of M.B.A. programme to undergo the convention of the business

administration in the partial fulfillment of M.B.A. degree besides, project

study is a sort of practical training of eight weeks thus the students are

benefited by undertaking such a study as it helps organization in

overcoming administrative, financial, marketing and other problems

whatever they may be interested in for the sake of simplicity the

objectives of this study can be classified under three heads:

PRINCIPAL OBJECTIVES

To find out the various strategies to be adapted by Visakha to counter milk

sales of Heritage in Visakhapatnam.

To find various ways to increase Visakha milk sales in Visakhapatnam.

To discover the various factors which hurdles people to take Visakha milk.

To identify various factors which motivates people to use Visakha milk.

To discover the main reason beyond shifting of customers from

Visakha milk to other milk.

The other objective is to know about the customer satisfaction level

associated with the product and the customer preference level.

To increase customer satisfaction and recapture the market share by

fulfilling the customer needs.

To study the factors affecting the consumption pattern.

6

METHODOLOGY

COLLECTION OF DATA

The data was collected from two different sources

PRIMARY DATA

The primary data has been collected with the help of a questionnaire, prepared

specially for the retailers and consumers to be administered for their responses

Questionnaire

Direct Interview.

SECONDARY DATA

Secondary data is what the researcher collects from different sources. It also helps

to get elaborate information to do the research.

Secondary data has been collected from

Books

Magazines

Internet

Company annual reports

Research papers

Govt. Publications

Past Records and Files

Journals and periodicals pertaining to different brands and segments of milk.

 

LIMITATIONS

7

Limitations of study and difficulties encountered:

  Nothing in th is universe i s f ree f rom Limi ta t ions and present

projec t i s not an exception to it. Due to certain restrictions on the part

of potential customers as well as actual customers and Suppressed and

biased responses from them, appropriate figure for  relevant data and their

interpretation precisely could not be ascertained,

Due to time and budgetary constraint, the sample size was restricted.

The salesmen at the outlets showed their discontent with the tight schedule.

Most of the retail respondents showed their discontent with the company for

its unsystematic distribution, replacement, short supply, incentives, margin

and so they were reluctant to talk about the company.

People of the region were not conscious about the survey, so they

were not much supportive.

Nearly about 30% population of the city takes the service of servants to

bring their milk from market and reason for their brand selection was not

known.

Many people do not know themselves why they use any

par t icular brand as the i r  answer was “we use ……brand because

we like it” so the actual reason behind their  l ik ing was not

conf i rmed.

Many re ta i le rs do not l ike to in terac t because of

the i r  business. People are not interested to fill questionnaire as

they think it as wastage of time, this is again because of less scope of

research in India.

8

Industry profile

Company Profile

INDUSTRY PROFILE

9

INTRODUCTION

Milk producing animals have been domesticated for thousands of years. Initially,

they were part of the subsistence farming that nomads engaged in. As the

community moved about the country, their animals accompanied them. Protecting

and feeding the animals were a big part of the symbiotic relationship between the

animals and the humans.

Slowly people in agricultural societies owned dairy animals that they milked for

domestic and local (village) consumption, a typical example of a cottage industry.

The animals might serve multiple purposes (for example, as a draught animal for

pulling a plough as a youngster, and at the end of its useful life as meat). In this

case the animals were normally milked by hand and the herd size was quite small.

This small cottage industry took the shape of Dairy farming. Dairy farming is a

class of agricultural or an animal husbandry enterprise, for long-term production of

milk, usually from dairy cows but also from goats and sheep, which may be either

processed on-site or transported to a dairy factory for processing and eventual

retail sale. Dairy farming has been part of agriculture for thousands of years. Until

the late 19th century, the milking of the cow was done by hand. The first milking

machines were an extension of the traditional milking pail. With the availability of

electric power and suction milking machines, the production levels increased

tremendously. With industrialisation and urbanisation, the supply of milk became a

commercial industry, with manufacture of many by products like Cream and

butter, Skimmed milk, Casein, Cheese, Whey, Yogurt, Milk powders etc.

DAIRY INDUSTRY IN INDIA

10

Indian dairy Industry - a profile

The Dairy Industry in India made rapid progress, particularly during the last two

decades. Today, INDIA occupies first position in milk production in the world,

surpassing the U.S. Today, India is 'The Oyster' of the global dairy industry. It

offers opportunities galore to entrepreneurs worldwide, who wish to capitalize on

one of the world's largest and fastest growing markets for milk and milk products.

A bagful of 'pearls' awaits the international dairy processor in India. The Indian

dairy industry is rapidly growing, trying to keep pace with the galloping progress

around the world. The liberalization of the Indian economy beckons to MNC's and

foreign investors alike. The credit definitely goes to operation flood, which has

played a key role in the development of dairying.

The employment potential of Indian Dairy sector is substantial. This sector

provides additional income and generates job opportunities for 180 million farmer

families. More than 70% of marginal farmers and labourers maintain dairy animals

to supplement their incomes.

In India, there are 10.1 million farmers who are members of 77,000 village Dairy

Co-operative Societies, each of which is affiliated to one of 170 district and

regional Co-operative Unions, which in turn are a part of state Co-operative

unions, which in turn are apart of a state Co-operative Marketing Federation. The

Co-operative sector has contributed significantly for the success of White

Revolution in India. There are more than 97,000 milk Co-operative Societies in

264 districts.

This sector is growing at the rate of 6.5% per annum. The first large scale and

systematic breakthrough in Dairy operation milk producers union was at ANAND

11

(ANAND MILK UNION LIMITED) , Gujarat abbreviated to “AMUL” which in

vernacular means HIGHLY VALUABLE or “BEYOND ALL PRICES”.

INDIAN DAIRY CORPORATION (IDC):

The INDIAN DAIRY CORPORATION (IDC) was set up under companies Act

on 13th Feb 1970. It is a government of India under taking. The immediate need to

set up IDC was to handle the “OPERATION FLOOD”. It became mainly a

financing – cum promotional agency of central government.

OBJECTIVES:

To promote dairy industry in the country.

To assist the state government and other organization including co-

operative societies interested in the promotion of dairy industry to meet the

requirement of milk & milk products.

To provide a package of technical inputs for enhancement of milk

production.

Resettlement of city based cattle in the rural areas.

To assist in expanding the capacity and operation of existing dairies in big

cities and rural areas.

To assist development of allied industry required to meet the needs of dairy

development.

DAIRY INDUSTRY IN ANDHRA PRADESH:

12

The milk producers have faced a lot of problems in the process of production and

marketing of milk namely improper transport facilities, poor technology and

absence organized system of processing, marketing and pricing. It was at this

context, that the Govt. of A.P. has viewed to continue a ‘DAIRY

DEVELOPMENT CORPORATION’ to safeguard the interests of milk producers

and ensuring adequate supply of flush milk at a reasonable price to the urban

consumers. As a result the ‘APDDCF’’ came into the existence on 2nd April, 1974.

A.P. has an excellent potential for milk production with the progressive farmers

who are responsive to the new technology and scientific practices.

DAIRY DEVELOPMENT PARTICULARS

13

The dairy development in A.P. according to 2008 figures has been presented in the

following table.

Milk products factories 07

District dairies 10

Milk chilling centers 48

Milk collection centers 1400

Village milk producers co-operative societies 5200

Milk collection routes 267

Milk producers 57200

Villages covered for collection of milk 10000

Milk consumers 650000

Cattle feed plants 6

Women Members in Unions 5000

Cash paid to milk producers 62 Crores

A.P. DAIRY DEVELOPMENT CO-OPERATIVE FEDERATION (APDDFC)

14

APDDFC was constituted on 2nd April in 1974 with an aim to implement

OPERATION FLOOD – 2 programme through active involvement of producers in

organizing milk production, procurement, processing and marketing a three – tier

co-operation structure as per the national policy of government of India. The

“Three – Tier” system consists of primary unions at district milk shed level and

federation at state level. Indian Dairy Development Corporation owns the

responsibility of implementation of operation flood programmes, which provides

money assistance of up to 70% towards loans and 30% as subsidy.

OBJECTIVES:

1. Development of infra – structure for procurement of milk in rural areas of

A.P. and ensure assured market for milk products throughout the year as

well as the best remunerative prices.

2. Fulfill the growing needs for milk & milk products of the consuming public

in A.P and outside.

3. Organize the co – operative structure of milk producers at the village and

district levels.

4. Supplement the programme extension and inputs with particular references

to feed and fodder production and implement intensive cross – breeding

programme for milk cows to increase milk production.

5. Carry out human resource development programme to provide effective

leadership and management skills in the service of the rural producers.

15

THE CO-OPERATIVE MILK PRODUCERS UNION IN A.P.:

Sri Vijaya Visakha Co-operative Milk Producers Union,Vizag.

The Godavari Co-operative Milk Producers Union, RAJAHMUNDRY.

The Krishna District Co-operative Union, VIJAYAWADA.

The Guntur District Co-operative union, VADLAMUDI.

The Prakasam District Co-operative union, ONGOLE.

The Nellore District Co-operative union, NELLORE.

The Chittoor District Co-operative union, CHITOOR.

The Cuddapah District Co-operative union, PRODDUTUR.

The Kurnool District Co-Operative union, KURNOOL.

The Nalgonda District and Co-operative Union, HYDERABAD.

Medak District and Co-operation Union, MEDAK.

16

COMPANY PROFILE

Sri Vijaya Visakha Milk Producers Company Limited., [Visakha Dairy],

Visakhapatnam in Andhra Pradesh, is having their procurement operations in

Coastal Andhra districts, viz, Srikakulam, Vizianagaram, Visakhapatnam & in East

Godavari and Sales operations across India. The Government after considering

dairying as one of the instruments for bringing socio economic development in the

rural areas, To overcome this object, the Dairy was started in the year 1973 with

handling capacity of 10000 liters per day in Visakhapatnam under cooperative act

with milk procurement operations in 50 villages. Now the Dairy is procuring the

milk from 2744 villages in Costal Andhra areas by serving 2,07,925 milk

producers.

The Dairy was converted to Mutually Aided Cooperative Act-1995 in the year

1999 as ‘Sri Vijaya Visakha District Milk Producers Mutually Aided Cooperative

Union' and the Dairy was converted to Company Act-1956 with effect from

06.01.2006 as ‘SriVijayaVisakha Milk Producers Company Limited’. 

17

The Procurement and Production graph growth is increasing year after year with

more participation of the rural farmers. 

Now the Visakha Dairy is one of the fastest growing Milk & Milk Products

Manufacturing organizations.

M ISSION STATEMENT

The following is the mission statement of Visakha Dairy.

“Visakha Dairy is committed to enhance the Milk Procurement through Technical

inputs by providing Quality services to our Member Producers by ensuring

economic viability to improve socioeconomic conditions of our Members. Visakha

Dairy is also committed to supply quality milk and milk products to consumers.

Our Dairy shall become top dairy in the country with its inspired team of

employees. We, the inspired Team of Employees are dedicated to

Co-operation

Honesty

Discipline & Time

Quality & Purity

Hard Working

Transparency

18

Trust & Belief on Organization

Mutual Respect

Skill Development

Education

QUALITY POLICY

Visakha Dairy endeavours to be one of the largest processors of milk and

manufactures of milk products in India.  We are committed to provide hygienic,

safe and nutritious products while meeting the statutory and legal requirements to

achieve customer satisfaction and in-turn to improve the economy of our member

producers.  To this effect the management is committed to communicate,

implement, maintain and continually improve the Quality and Food Safety

Management Systems in the Dairy.

THE GROWTH OF VISAKHA DAIRY

1966 - Started Dairy with a handling capacity of 10000 LPD

19

(Lts. Per Day) operations in Visakhapatnam.

1973 - Union registered under cooperatives Act.

1977 -Inauguration of 50000 LPD Visakha Cooperative Modern Dairy. By Sri.Jalagam Vengala Rao Chief Minister of AP.

1980 - Inauguration of 25000 LPD MCC (Milk Chilling Center) at Narasipatnam.

1981 -Joined as member of the AP Dairy Development Coop Federation Ltd. At AP level.

1982 -

Operation area of the Union extended to Srikakulam and Vizainagaram districts and the name changed to Sri Vijaya Visakha District Cooperative Milk producers Limited.

1985 -MCC Srikakulam merged with Visakha Coop Dairy & capacity expanded from 12000 to 20000 LPD.

1986 - Expansion 50000 to 100000 LPD.

1987 - NMG (National Milk Grid) milk sales started.

1989 -

Expansion plant 100000 to 150000 litres per day. Establishment of milk producers & employees’ education, health and medical welfare trust.

1991 - Expansion of 150000 to 200000 LPD.

1996 - Inauguration of 30000 LPD chilling center at Vizianagaram.

1998 - Inauguration of 13 MT powder plant at Visakhapatnam.

1999 - Converted to Mutually Aided Cooperative Act’95. Name also changed as “Sri Vijaya Visakha District Milk Producers Mutually

20

Aided Cooperative Union Limited”

2000 -

Dairy expansion 200000 to 300000 LPD Commenced milk procurement in East Godavari District Commissioning of milk packing station at MCC Kakinada

2001 -

Inauguration of Aseptic packing station (APS) Commissioning of milk packing station at Hyderabad & sales started at Rajahmundary & Hyderabad.

2002 -Dairy expansion 300000 to 500000 LPD Inauguration of milk pouch packaging station.

2003 - ISO 9001:2000 & HACCP certification.

2004 - Up gradation of HACCP to revised standard.

2006 -Converted to Company Act’56. Name also changed as “Sri Vijaya Visakha Milk Producers Company Limited”

2008 -Inauguration of Aseptic packing station (APS) with New Tetra Pack A1 Machine

OTHER ACTIVITIES

21

Visakha Dairy is not only concentrating on the farmer’s cattle welfare but is

equally giving priority for the welfare of farmer families in different dynamics like

….

►   HEALTH

►   EDUCATION

►   SOCIO-ECONOMIC MEASURES

  In this process Visakha Dairy Chairman, Sri Adari Tulasi Rao established a

Welfare Trust in 1989 named as Milk Producers and Employee's Education

Health and Medical Welfare Trust (MP & EEH & MW Trust).

The main aim of the Trust is to extend Medical Health and Educational facilities

particularly to farmers and their families. In this direction the trust has established

a modern hospital fully equipped with the latest technology and employed

specialists and super specialists. Further, it has established schools and colleges for

rural poor and farmer's children.

The Trust's activities are being carried out in 8.25 acres of land in the vicinity of

city of Visakhapatnam. Various social welfare activities have been undertaken

since its establishment which was applauded by various Government officials,

Chief Ministers, Parliamentarians, Ministers and other Public Figures.

22

Health

Krishi Trust Hospital is one of the most

well equipped and best Medical Trust

Hospitals in the Green City of

Visakhapatnam. The Hospital is a 100

bedded modern multi – speciality cum

critical care referral hospital. To give the

patient best care round the clock, The

hospital is fully infrastructured with Hi-

Tech equipment of world class quality to

provide best medical care. Krishi Trust

Hospital is situated in a quiet and serene

place in Sheelanagar away from the

noise and pollution of the city.

23

 

   

Hospital Equipment Nursing College

Education

 

24

Trust provides the residential educational

facility with subsidised rates for visakha

dairy milk producers and employees

childrens & general public also. It

provides free education to orphans

recommended by the local village heads

as well as to children who are below

poverty level.

Providing Education from Primary Level

to Junior College & Nursing College.

Computer education is provided from

3rd class onwards. The trust has

Residential facility for 300 Students.

School

 

 

25

The trust believes in value based

education. The teacher student ratio is

1:25 in true spirit. Students are

disciplined and hard working, so every

year the school gets good results in the

general public exams. The aim is to

impart qualitative education.

There is a well equipped Laboratory,

Library, Multi Media Computer Lab. We

have a playground with sports facilities.

Our Students are selected for national

sports, and sports academy in Andhra

Pradesh

  College & Hostel

   

26

Socio-Economic Measures

Various social welfare activities have been taken up by the Trust. Among the other activities, the Trust has provided drinking water to rural poor by digging Bore Wells in villages and arranging water channels for farmers by digging old and new reservoirs, and also constructed bridges on rivers, where crossing rivers were impossible for rural people in rainy season.Major task of the Trust is identifying, training, providing employment to weaker sections who are not having any support from the society. Hither the Trust has provided employment directly and indirectly to 300 people.

Providing Employment to Physically Handicapped, every Year by Conducting

interviews with cooperation of visakha dairy. Providing employment to women,

who are physically abused by their family and who have no other source of living.

roviding hearing aids to deserving deaf people after a thorough check-up by the

concerned physicians, providing wheel chairs to the physically handicapped people

27

VISAKHA MILK

MILK PRODUCTS

28

Marketing Department

29

30

Theoretical Framework

MARKETING

31

Marketing is the process of identifying, anticipating and then meeting the needs

and requirements of consumers in order to make a profit. In contrast, selling

involves persuading customers that your products or services provide the benefits

that they are looking for. 

You can therefore see that there is an important difference between marketing and

sales. Marketing puts the needs of the customer first. Through market research, it is

possible to find out about customer tastes and requirements.

In contrast selling takes place after marketing has helped the business to identify

those sorts of goods that customers are looking for. The sales person is convinced

that theirs is the best in the market. It is their job to then convince customers that

this is the case.

Aims of marketing department

Marketing involves a range of processes concerned with finding out what

consumers want, and then providing it for them. This involves four key elements,

which are referred to as the 4P's (the marketing mix). A useful starting point

therefore is to carry out market research to find out about customer requirements in

relation to the 4Ps.

Market research

32

There are two main types of market research: Quantitative research involves

collecting a lot of information by using techniques such as questionnaires and other

forms of survey. Qualitative research involves working with smaller samples of

consumers, often asking them to discuss products and services while researchers

take notes about what they have to say. The marketing department will usually

combine both forms of research.

The marketing department will seek to make sure that the company has a

marketing focus in everything that it does. It will work very closely with

production to make sure that new and existing product development is tied in

closely with the needs and expectations of customers.

Modern market focused organisations will seek to find out what their customers

want. For example, financial service organisations will want to find out about what

sort of accounts customers want to open and the standard of service they expect to

get. Retailers will seek to find out about customer preferences for store layouts and

the range of goods on offer. Airlines will find out about the levels of comfort that

customers desire and the special treatment that they prefer to receive.

A useful definition of marketing is the anticipation and identification of customer

needs and requirements so as to be able to meet them, make a profit or achieve

other key organisational objectives.

The marketing department of a firm that produces milk carries out research to find

out the sorts of new developments that their customers are looking for. They ask

33

customers to tell them what improvements they would like to see to existing

products and what new products they would like developing. They test market a

range of possible products on customers. As a result of the marketing process they

are able to come up with the most suitable products.

Nature and role of marketing

All modern organisations engage in marketing so as to be able to please and win

the loyal support of their customers. Gillette engages in marketing to find out about

the needs and requirements of shavers, banks engage in marketing research to find

out about its customers financial services requirements, and the Inland Revenue

engages in market research to find out about the needs and requirements of

taxpayers and other clients, dairy industry engages in market research to find out

about the competitors in the market and how to tackle the problem of competition.

The Chartered Institute of Marketing uses the following definition of marketing:

'Marketing is the management process responsible for identifying,

anticipating and satisfying consumer requirements profitably.'

T

he definition places consumers at the centre of the organisation's activities -

whether they be consumers of Kellogg's Special K, the pupils or parents of

children at the local school, or people buying milk from the dairy.

Some organisations are very close to their consumers - for example, a post office in

a small town. For other organisations consumers may be thousands of miles away.

34

The principle that the 'Consumer is King and Queen' is just as relevant to the

organisation engaged in marketing.

There are a number of key ingredients to the Chartered Institute of Marketing

definition:

Identifying - This will involve answering questions such as 'How do we find out

what the consumer's requirements are?' and 'How do we keep in touch with their

thoughts and feelings and perceptions about our good or service. This is a key

purpose of market research.

Anticipating - Consumer requirements change all the time. For example, as people

become richer they may seek a greater variety of goods and services. Anticipation

involves looking at the future as well as at the present. What will be the Next Best

Thing (NBT) that people will require tomorrow.

Satisfying - Consumers want their requirements to be met. They seek particular

benefits. They want the right goods, at the right price, at the right time in the right

place.

Profitability - Marketing also involves making a margin of profit. An organisation

that fails to make a profit will have nothing to plough back into the future. Without

the resources to put into ongoing marketing activities, it will not be able to

identify, anticipate or satisfy consumer requirements.

 

Marketing model

35

People often get confused between the marketing of a product and the selling of a

product. Marketing is concerned with identifying, anticipating and meeting the

needs of customers in such a way as to make a profit for the organisation. Market

research is thus an important element of marketing because this is the process

involved in finding out what customers want. Meeting customer requirements then

involves applying a relevant marketing mix i.e. providing the right product, at the

right price, through the right distribution channels (place) and supported by the

most suitable promotional and advertising activity.

Strategic and tactical marketing

Marketing operates at two levels within the organisation. 

1. At one level marketing is a strategic discipline - it is concerned with major long

term decisions that affect the whole organisation.

In particular strategic marketing involves seeing marketing activity as being

essential to everything the organisation does. Given this strategic approach

36

everyone in the organisation has a responsibility for meeting needs of internal and

external customers.

2. As well as strategic marketing, marketing activity is also concerned with tactical

marketing. Tactical marketing is all about applying the marketing mix in the most

appropriate way. Tactical marketing involves such activities as:

organising relevant promotions,

setting prices, and adjusting price in line with customer expectations, what the

competition is doing etc.

positioning the product, and periodically organising relaunches and adjustments to

the product in line with changing market conditions.

organising the most appropriate channels through which to distribute the product.

The most appropriate marketing model is one that combines marketing strategy

with tactics to create a totally customer facing organisation.

Market planning

Marketing is the process of developing and implementing a plan to identify,

anticipate and satisfy consumer demand, in such a way as to make a profit. The

two main elements of this plan are market research to identify and anticipate

customer requirements and the planning of an appropriate marketing mix to meet

these requirements. Market research involves gathering and recording information

about consumers, market, product, and the competition in an organised way.

The information is then analysed and used to inform marketing decisions. There

are three main ways of gathering information for market research: 

37

1.From internal information already held by an organisation, e.g. details of existing

customers and their spending habits.

2. External primary information - i.e. information collected at first hand by

interviewing customers and potential customers to get their views about a

company, products and services. 

3. External secondary information - using published sources of information e.g.

those produced by marketing organisations about products, markets and brands. 

Marketing planning can then be used: 

1. To assess how well the organisation is doing in its markets. 

2. To identify current strengths and weaknesses in these markets. 

3. To establish marketing objectivesto be achieved in these markets. 

4. To establish a marketing mix for each market designed to achieve organisational

objectives. 

A simple definition of market research is 'keeping those who provide goods and

services in touch with the needs and wants of those who buy the goods and

services.'

A marketing strategy is an overall marketing plan designed to meet the needs and

requirements of customers. The plan should be based on clear objectives. A

number of techniques will then be employed to make sure that the marketing plan

is effectively delivered. Marketing techniques are the tools used by the marketing

department. The marketing department will set out to identify the most appropriate

techniques to employ in order to make profits.

38

These marketing techniques include public relations, trade and consumer

promotions, point-of-sale materials, editorial, publicity and sales literature.

Marketing techniques are employed at three stages of marketing:

Market research enables the organisation to identify the most appropriate

marketing mix. The mix should consist of:

the right product

sold at the right price

in the right place

using the most suitable promotional techniques.

To create the right marketing mix, marketers have to ensure the following:

The product has to have the right features - for example, it must look good and

work well.

The price must be right. Consumers will need to buy in large numbers to produce a

healthy profit.

The goods must be in 'the right place at the right time'. Making sure that the goods

arrive when and where they are wanted is an important operation.

39

The target group needs to be aware of the existence and availability of the product

through promotion. Successful promotion helps a firm to spread costs over a larger

output.

Finally techniques need to be applied to monitor the success of marketing activity.

For example when carrying out advertising it is helpful to track consumer

awareness of the adverts and their messages. Evaluation can also take the place of

other aspects of the marketing mix e.g. which distribution channels were most

effective? Was the chosen price the right one? etc.

Business behaviour: marketing

Today businesses have an increasing market focus. If organisations are to serve the

needs of their customers they need to be structured in such a way as to identify and

meet customer requirements.

Businesses therefore need to behave in such a way that they recognise the needs of

the customer.

A company prospers best when everyone in it believes that success depends on the

excellence of his or her contribution. Short-term decisions made many times a day

by individuals determine the quality of that day's work.

The governing principle should be that everybody has a customer - either outside

the company (the traditional 'customer') or inside the company (the internal

customer). Both kinds of customer expect to be supplied with the product or

service they need, on time and as specified.

The principle holds good for everyone in the company, whatever their level of skill

and experience, whether their 'product' is answering a telephone in a helpful way or

masterminding a major new project. It works to everyone's benefit.

40

It gives the individual genuine responsibility and scope for initiative and it

virtually guarantees that the company's performance will be improved.

However, individual behaviours will only match the organisation objective of

being customer focused if the right sorts of structures are created. Hence the

importance of developing structures such as team working and empowering

employees to make decisions rather than be told what to do.

Advertising, promotion, packaging and branding

Advertising, promotion, packaging and branding are important marketing tools

which are used to make products and services more desirable and hence increase

sales and profits.

Any form of publicity is advertising. There are two main forms of advertising

although in practice the two are inter-related.

The informational aspect of advertising involves providing information about

products, services, or about important issues. For example, the government

provides information about the dangers of cigarette smoking, which is an example

of informative advertising.

Persuasive advertising goes further and uses a persuasive message, for example by:

showing a famous personality (e.g. Film Stars) using the product

comparing the advantages of one product with another

Using sex appeal.

There are a number of processes involved in producing effective advertising,

including:

41

identifying the most appropriate market segments to target the advertising

choosing the best possible media, e.g. television, radio, posters etc

projecting the right message in the adverts

getting the timing of the advertisements right

tracking the effectiveness of the advertising, e.g. checking to see how many people

can recall the advert and its message.

Advertising is just one way of promoting a product. Promotion is the business of

communicating with customers. There are a number of ways of promoting

products and services, including:

in-store promotion e.g. giving away free samples in a supermarket

publicity in the media, competitions, and sponsorship

PR - public relations activities - i.e. presenting the public image of a company to a

wide audience

presenting products in attractive packaging

creating an attractive brand for a product.

Sponsorship

Packaging typically refers to the material in which a product is packed - or more

specifically, the surface design on the material. However, a wider definition

includes all the various aspects of presenting a product - e.g. the shape size and

appearance of the packaging, colour and design, the convenience of using the

packaging etc.

A brand is a product with a unique, consistent and well recognised character. The

branding of the product therefore involves projecting and developing this

character. The uniqueness can come either from an actual product or from its

image - usually created by its manufacturer through advertising and packaging.

42

The consistency comes mainly from the consistence of its quality and performance,

but it also reflects the consistency of the advertising and packaging. A brand is

well-recognised because it has been around for a long time. It takes years to

develop a brand.

CONSUMER PREFERENCE

All marketing starts with the consumer. So consumer is a very important person to

a marketer. Consumer decides what to purchase, for whom to purchase, why to

purchase, from where to purchase, and how much to purchase. In order to become

a successful marketer, he must know the liking or disliking of the customers. He

must also know the time and the quantity of goods and services, a consumer may

43

purchase, so that he may store the goods or provide the services according to the

likings of the consumers. Gone are the days when the concept of market was let the

buyer’s beware or when the market was mainly the seller’s market. Now the whole

concept of consumer’s sovereignty prevails. The manufacturers produce and the

sellers sell whatever the consumer likes. In this sense, “consumer is the supreme in

the market”.

As consumers, we play a very vital role in the health of the economy local, national

or international. The decision we make concerning our consumption behavior

affect the demand for the basic raw materials, for the transportation, for the

banking, for the production; they effect the employment of workers and

deployment of resources and success of some industries and failures of others.

Thus marketer must understand this.

Preference (or "taste") is a concept, used in the social sciences, particularly

economics. It assumes a real or imagined "choice" between alternatives and the

possibility of rank ordering of these alternatives, based on happiness, satisfaction,

gratification, enjoyment, utility they provide. More generally, it can be seen as a

source of motivation.

In cognitive sciences, individual preferences enable choice of objectives/goals.

The study of the consumer preference not only focuses on how and why consumers

make buying decision, but also focuses on how and why consumers make choice

of the goods they buy and their evaluation of these goods after use. So for success

of any company or product promotion it is very necessary to depart its

concentration towards consumer preference.

The underlying foundation of demand is a model of how consumers behave. The

44

individual consumer has a set of preferences and values whose determination are

outside the realm of economics. They are no doubt dependent upon culture,

education, and individual tastes, among a plethora of other factors. The measure of

these values in this model for a particular good is in terms of the real opportunity

cost to the consumer who purchases and consumes the good. If an individual

purchases a particular good, then the opportunity cost of that purchase is the

forgone goods the consumer could have bought instead.

We develop a model in which we map or graphically derive consumer preferences.

These are

The consumer’s objective is to choose the bundle of goods which provides the

greatest level of satisfaction as they the consumer define it. But consumers are

very much constrained in their choices. These constraints are defined by the

consumer’s income, and the prices the consumer pays for the goods.

THE THEORY OF THE CONSUMER

Consumer make decisions by allocating their scarce income across all possible

goods in order to obtain the greatest satisfaction. Formally, we say that consumers

maximize their utility subject to budget constraint. Utility is defined as the

satisfaction that a consumer derives from the consumption of a good.

As noted above, utility’s determinants are decided by a host of noneconomic

factors. Consumer value is measured in terms of the relative utilities between

goods.

These reflect the consumer’s preferences.

Theory of Consumer Preferences

45

Consumer preferences are defined as the subjective (individual) tastes, as measured

by utility, of various bundles of goods. They permit the consumer to rank these

bundles of goods according to the levels of utility they give the consumer. Note

that preferences are independent of income and prices. Ability to purchase goods

does not determine a consumer’s likes or dislikes. .

The Need to Understand Customer Preference

Have you ever wondered why your company often loses relatively satisfied

customers? Why is it that customers will often indicate they are satisfied with how

they have been treated but then leave for a competitor at the first opportunity?

Why is customer defection often unrelated to price? The answers to these and other

related questions are found in coming to an understanding of customer

preference.

The idea that customers prefer one product or one service over another is not new.

The ability to identify and measure the elements of such preference decisions with

any accuracy and reliability has only recently become available.

Research into this area of consumer behavior has brought understanding to some of

the major issues with standard customer satisfaction research.

Most importantly, we have come to realize that high customer satisfaction does

not assure continued customer preference. Satisfaction research over the past

fifteen years demonstrates that high satisfaction scores, while a measure of

corporate performance on a set of important criteria, do not adequately explain the

composition of preference formation and therefore often serve as insufficient

46

predictors of sustained preference or what is normally referred to as customer

loyalty.

Loyalty as a concept has also shown itself to be difficult to define. Like beauty,

loyalty is truly in the eye of the beholder. We understand there are different types

and degrees of loyalty and some of these are not appropriate in describing the

relationship between a consumer and a company. However, preference (defined as

The power or ability to choose one thing over another with the anticipation that

the choice will result in greater satisfaction, greater capability or improved

performance) has demonstrated the ability to be effectively measured and to

provide meaningful insight into the choices consumers make when selecting one

provider over another and when determining to continue a relationship over time.

REASONED ACTION MODEL OF CONSUMER PREFERENCE

47

The important contribution of the reasoned action model is the realization that

consumers utilize the model in all purchase experiences to a lesser or greater

extent. Of equal importance is the realization that the components used to make a

preference decision are also the ones employed by a consumer to evaluate the

48

Conviction that the choice leads to certain desired

functional outcomes

Evaluation of the outcomes

Conviction that the choice is considered

correct by others

Motivation to comply with the opinion of

others

Conviction that the choice leads to certain

desired emotive outcomes

Attitude toward the behavior

Subjective comparison norm

Intention Preference Behavior

performance success of the product or service purchased and the company

responsible for them. Therefore, as the components of preference change, the

elements influencing satisfaction change accordingly.

The relationship is dynamic and fluid therefore static or predetermined satisfaction

analytic packages often miss the most important elements of preference and can

create a false sense of security on the part of companies who think that since their

customer satisfaction scores are high they must in turn have relatively loyal

customers.

49

Data Analysis and Interpretation

DATA ANALYSIS AND INTERPRETATION

I met around 100 sellers of milk and found the following information from the agent’s answer of the relevant questionnaire. These charts are made according to the found data on 100 questionnaires.

1. Total Number of shops for Visakha and Heritage.

50

PRODUCT NO. OF RESPONDENTS

VISAKHA 60

HERITAGE 40

VISAKHA HERITAGE0

10

20

30

40

50

60

70

NO. OF RESPONDENTS

NO. OF RESPONDENTS

51

BRAND PREFERENCE

VISAKHAHERITAGE

INTERPRETATION

Here, I have taken a sample size of 100 agents to understand the total

market share of Heritage and Visakha brands. We can see that VISAKHA has a

better share in the market than HERITAGE. Only 40% shops sell the HERITAGE

out of 100 and 60% sell Visakha. This clearly indicates the preference levels of

Visakha among customers when compared to Heritage.

2. How many Crates of Visakha and Heritage do you sell in a day?

52

PRODUCT NO. OF CRATES

VISAKHA 790

HERITAGE 748

VISAKHA HERITAGE720

730

740

750

760

770

780

790

800

NO. OF CRATES

NO. OF CRATES

53

VISAKHA51%

HERITAGE49%

NO. OF CRATES SOLD ON A DAILY BASIS

INTERPRETATION

Sale of Visakha milk per day is 790 crates and sale of Heritage milk is 748 crates

per day. It is clearly evident that the sale of Visakha milk is better than the sale of

Heritage milk.

3. Is the availability of Visakha milk sufficient?

54

RESPONSE NO. OF RESPONDENTS

YES 80

NO 20

YES NO0

10

20

30

40

50

60

70

80

90

NO. OF RESPONDENTS

NO. OF RESPONDENTS

55

YES80%

NO20%

SUFFICIENCY OF MILK AVAILABILITY

INTERPRETATION

In my survey 80% agents are satisfied with the availability of Visakha milk and

20% agents are not satisfied with the availability of Visakha milk.

56

4. Are you satisfied with product delivery time?

RESPONSE NO. OF RESPONDENTS

YES 57

NO 43

YES NO0

10

20

30

40

50

60

NO. OF RESPONDENTS

NO. OF RESPONDENTS

57

SATISFACTION WITH PRODUCT DELIVERY TIME

YESNO

INTERPRETATION

53% of agents said that delivery time of Visakha Milk is good where as

47% of agents felt that the delivery time of Visakha Milk is not so good causing

inconvenience to the collecting agents.

58

5. Margin of Sales is sufficient or not?

RESPONSE NO. OF RESPONDENTS

YES 30

NO 70

YES NO0

10

20

30

40

50

60

70

80

NO. OF RESPONDENTS

NO. OF RESPONDENTS

59

Satisfaction with Margin of Sales

YESNO

INTERPRETATION

Most of the agents were not happy with the margin on sales paid to them by

Visakha Dairy. The level of dissatisfaction is more than the level of satisfaction.

60

6. Behavior of milk delivery van driver is?

RESPONSE NO. OF RESPONDENTS

EXCELLENT 56

GOOD 24

AVERAGE 12

BAD 8

EXCELLENT GOOD AVERAGE BAD0

10

20

30

40

50

60

NO. OF RESPONDENTS

NO. OF RESPONDENTS

61

BEHAVIOUR OF DELIVERY VAN DRIVER

EXCELLENTGOODAVERAGEBAD

INTERPRETATION

In my survey, I understood that 56% agents felt that the behavior of driver is

excellent, 24% agents said that it is good, 12% agents said that it is average and

8% said that is bad. It means that on an average the behavior of the delivery van

driver is good.

62

7. Quality of Visakha Milk is

RESPONSE NO. OF RESPONDENTS

EXCELLENT 33

GOOD 46

AVERAGE 13

BAD 8

EXCELLENT GOOD AVERAGE BAD0

5

10

15

20

25

30

35

40

45

50

NO. OF RESPONDENTS

NO. OF RESPONDENTS

63

QUALITY OF VISAKHA MILK

EXCELLENTGOODAVERAGEBAD

INTERPRETATION

During the survey 33% agents said that the quality of Visakha milk is excellent,

46% said good, 13% said average and only 8% said that the quality of

Visakha milk is bad. This gives a clear picture that visakha milk has to take

certain measures to improve the quality of milk to satisfy all the people.

64

8. Customer purchase milk because of

FACTOR NO. OF RESPONDENTS

PRICE 23

QUALITY 44

TASTE 10

AVAILABILITY 15

OTHERS 8

PRICE QUALITY TASTE AVAILABILITY OTHERS0

5

10

15

20

25

30

35

40

45

50

NO. OF RESPONDENTS

NO. OF RESPONDENTS

65

REASON BEHIND BUYING MILK

PRICEQUALITYTASTEAVAILABILITYOTHERS

INTERPRETATION

In my survey agents said that 23% customers purchase Visakha milk due to price,

44% due to quality, 10% due to taste, 15% due to availability and 8% due to other

reasons.

66

Report of Consumer

Q- Which Brand of milk do you use?

PRODUCT NO. OF RESPONDENTS

VISAKHA 47%

HERITAGE 33%

OTHERS 20%

VISAKHA HERITAGE OTHERS0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

NO. OF RESPONDENTS

NO. OF RESPONDENTS

67

BRAND PREFERENCE BY CUSTOMERS

VISAKHAHERITAGEOTHERS

INTERPRETATION

During my survey it was observed that 47% consumers prefer Visakha

milk, while 33% consumers prefer Heritage milk and 20% consumers prefer

other Milk brands including loose milk supplied by milkmen.

68

Q- How do you know about Visakha Milk?

SOURCE NO. OF RESPONDENTS

Advertisements 53%

Shopkeeper 32%

Others 15%

Advertisements Shopkeeper Others0%

10%

20%

30%

40%

50%

60%

NO. OF RESPONDENTS

NO. OF RESPONDENTS

69

SOURCE

AdvertisementsShopkeeperOthers

INTERPRETATION

When cus tomers were asked how they came to know about

Visakha Milk , 53% of customers replied through advertisement, 32% of

Customers replied through their local shopkeepers and 15% of customers replied

by other means.

70

Q- What is the average Quantity of milk Consumed by you?

QUANTITY NO. OF RESPONDENTS

2+ ltrs 30%

2 ltrs 45%

1+ ltrs 13%

1 ltr 12%

2+ ltrs 2 ltrs 1+ ltrs 1 ltr0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

QUANTITY CONSUMED

NO. OF RESPONDENTS

71

QUANTITY OF MILK CONSUMED

2+ ltrs2 ltrs1+ ltrs1 ltr

INTERPRETATION

I observed in my survey that 30% of consumers consume 2+ ltrs milk per day, 45%

consumers consume 2 ltrs milk per day and 13 % consumers consume 1+ ltr per

day, while only 12% consumers consume 1 liter of milk per day.

72

Q- Why do you choose a particular brand?

REASON NO. OF RESPONDENTS

HOME DELIVERY 10%

EASY AVAILABILITY 23%

PRICE 22%

QUALITY 45%

HOME DELIVERY EASY AVAILABILITY PRICE QUALITY0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

NO. OF RESPONDENTS

NO. OF RESPONDENTS

73

REASON FOR BRAND PREFERENCE

HOME DELIVERYEASY AVAILABILITYPRICEQUALITY

INTERPRETATION

It was observed during the survey that different persons consume

a particular brand because of many factors. 10% of consumers consume a

particular Brand of milk because of Home Delivery, while 23% of consumers

consume a particular band of milk because of Easy availability and 22% of

consumers consume a particular brand because of Price, 45% of consumers

consume a Particular brand because of Quality of the product provided to

them by the company.

74

Q- Why are you using Visakha Milk?

REASON NO. OF RESPONDENTS

HOME DELIVERY 5%

EASY AVAILABILITY 28%

PRICE 16%

QUALITY 51%

HOME DELIVERY EASY AVAILABILITY PRICE QUALITY0%

10%

20%

30%

40%

50%

60%

NO. OF RESPONDENTS

NO. OF RESPONDENTS

75

REASON FOR PREFERING VISAKHA MILK

HOME DELIVERYEASY AVAILABILITYPRICEQUALITY

INTERPRETATION

When the customers using Visakha milk were asked why they use Visakha milk,

5% of customers replied with the answer because of  Home Delivery of the

Milk, 28% of customers replied with the answer because of Easy Availability,

while 16% of customers replied with the answer that because price is very

good and rest 51% replied that the quality of Visakha milk is very good. So

maximum number of customers prefer visakha milk because of its good quality.

76

Q- Why are you not using Visakha Milk?

REASON NO. OF RESPONDENTS

HOME DELIVERY 9%

EASY AVAILABILITY 18%

PRICE 47%

QUALITY 26%

HOME DELIVERY EASY AVAILABILITY PRICE QUALITY0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

NO. OF RESPONDENTS

NO. OF RESPONDENTS

77

REASONS FOR NOT PREFERING VISAKHA MILK

HOME DELIVERYEASY AVAILABILITYPRICEQUALITY

INTERPRETATION

When customers not using Visakha milk were asked reason for not using the

Visakha milk many reasons were found. 9% of the customers do not

prefer Visakha because of its high price, 18% of consumers do not

consume Visakha milk because of non-availability of the Visakha milk at

their nearest shopkeepers, while 47% of customers do not use Visakha milk

because of no home delivery service, 26% of consumers do not prefer Visakha

milk because of Low Quality of Visakha milk. So the response is mixed.

78

Q- How do you Purchase Milk?

RESPONSE NO. OF RESPONDENTS

YOURSELF 83

HOME DELIVERY 17

YOURSELF HOME DELIVERY0

10

20

30

40

50

60

70

80

90

NO. OF RESPONDENTS

NO. OF RESPONDENTS

79

MODE OF PURCHASE

YOURSELFHOME DELIVERY

INTERPRETATION:

When customers were asked, how they Purchase the milk 83% of customers said

on their own, while 17% of the customers responded with the answer Home

Delivery.

80

Q- What is your overall experience with Visakha.

RESPONSE NO. OF RESPONDENTS

EXCELLENT 10%

GOOD 61%

FAIR 22%

POOR 7%

EXCELLENT GOOD FAIR POOR0%

10%

20%

30%

40%

50%

60%

70%

NO. OF RESPONDENTS

NO. OF RESPONDENTS

81

OVER ALL RESPONSE WITH VISAKHA

EXCELLENTGOODFAIRPOOR

INTERPRETATION:

When customers were asked what their overall experience with Visakha

was then, 10% of customers replied with the answer excellent, 61% customers

replied good, 22% customers replied fair and 7% of the customers responded with

the answer poor.

82

AWARENESS

PURCHASE PREFERENCE

PRODUCT PREFERENCE

VISAKHA 30%

HERITAGE 26%

JERSEY 6%

DODLA 13%

AGRIGOLD 15%

OTHERS 10%

VISAKHA HERITAGE JERSEY DODLA AGRIGOLD OTHERS0%

5%

10%

15%

20%

25%

30%

35%

PURCHASE PREFERENCE

83

WHAT INFLUENCES CONSUMER TO BUY VISAKHA MILK?

PRODUCT PREFERENCE

ADVERTISING 12%

WORD OF MOUTH 18%

ATTRACTIVE PACKING 5%

DEALER 5%

PRICE 10%

QUALITY 40%

OTHERS 10%

ADVERTISING WORD OF MOUTH

ATTRACTIVE PACKING

DEALER PRICE QUALITY OTHERS0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

PREFERENCE

84

Findings

Suggestions

Annexure

Bibliography

FINDINGS

85

FINDINGS OF RETAILER SURVEY

Heritage is offering more incentives than Visakha.

Heritage has started to offer chilling equipments.

Most of the retailers associate themselves with Visakha milk.

Visakha products are sold more than others.

Retailer if provided more cooling equipment promises to stock more

Visakha products.

Retailers have problem of advertising material, schemes related material of

Visakha.

Retailers are more interested in products of those companies, which offers

more margins to them.

Visakha Milk becomes scarce during the time of festivals etc.

Visakha is not trying to introduce new products in the market.

The packing of Visakha Products in not so attractive.

SUGGESTIONS

86

Visakha should change the packing as it is not attractive and does not seem to be

standard and hygienic.

Visakha should make 24hour availability of milk in the market in order

to improve their Sales.

Visakha should offer more home delivery services to Increase sales

Visakha should offer refrigerators on installments to retailers.

Visakha should give emphasis on Punctuality and regularity in the Supply of milk.

Visakha should offer promotional schemes to retailers as is done by Heritage.

Visakha should offer some extra benefit to the customer and supplier.

Visakha should offer promotional schemes to retailers as free sample, gift packs

The organization should make elaborate arrangements for availability of milk at

the time of festivals etc.

Visakha should provide home delivery facility to their consumers.

Visakha should launch some new products also.

Visakha should emphasize to provide better quality than others instead of

increasing the sale.

Visakha should increase the number of retail shops, where the retail

shops of Visakha is not available.

Visakha should emphasize on advertisement also.

PLEASE ANSWER ALL QUESTIONS ASKED IN THE QUESTIONAAIRE AND SEEK FOR HELP IF ANY THING IS NOT CLEAR OR UNDERSTOOD TO YOU.

87

NAME OF CUSTOMER:

OCCUPATION: ______________________________________ 

ADDRESS: ______________________________________

MOBILE NUMBER: ______________________________________ 

No. OF FAMILY MEMBERS: 1 to 3, ( ) 3 to 5 ( ) , More than 5 ( )

MONTHLY INCOME:

BELOW 5000 ( ) 15000 to 20,000, ( )20,000 to 50,000, ( )MORE THAN 50,000 ( )

Q.No.1: Which brand of milk do you use?

(a) Visakha ( ) (b) Vijaya ( ) (c) Others ( )

Q.No.2: How do you know about Visakha Milk?

(a) Advertisement ( ) (b) Shopkeeper ( ) (c) Others ( )

Q.No.3: Quantity used by you (In liter)?

(a) 3 liters ( ) (b) 2 liters ( ) (c) 1+ liters ( ) (d) 1 liter ( )

Q.No.4: Reason to choose a particular brand?

(a) Home Delivery ( ) (b) Easily Available ( )

(c) Price ( ) (d) Quality ( )

Q.No.5: Reason for using Visakha?

(a) Quality ( ) (b) Price ( ) (c) Availability ( )

88

Q.No.6: Reason for not using Visakha ?

(a) High Price ( ) (b) Non Availability ( )

(c) Not regular supply ( ) (d) Bad Taste ( )

Q.No .7: How do you purchase milk ?

(a) Yourself ( ) (b) Home Delivery ( )

Q.No.8: Response of customer about door delivery?

(a) Yes ( ) (b) No ( )

Q.No.9: Response regarding extra charges for door delivery?

(a) Yes ( ) (b) No ( )

Q.No. 10: What type of Visakha milk do you use?

(a) Standardized ( ) (b) Full Cream ( )

(c) Toned Milk ( ) (d) Loose Milk ( )

Q.No.11: Change from one brand to another brand

a) Yes ( ) b) No ( )

Q.No.12: Over all experience with Visakha

a) Excellence ( ) b) Good ( )

89

c) Fair ( ) d) Poor ( )

Q.No.13: Your suggestion with respect to Visakha milk product?

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

90

RETAILER SURVEY FORM

Name of the shop ___________________________ Address: __________________________________________________Tel No.___________________________________________________

Q.No.1: What are the milks you usually keep in your shop?

a) Visakha b) Vijaya c) Tirumala d) Jersey e) Heritage f) Others

Q.No.2: Rate these milks in terms of volume of sales from 1 to 4

a) Visakha b) Vijaya c) Tirumala d) Jersey e) Heritage f) Others

Q.No.3: Does packing play any role in promoting sales?

a) Yes b) No

Q.No.4: How do you sell the milk?

a) At M.R.P b) Less than M.R.P c) More than M.R.P

Q.No.5: How would you compare the services of Visakha and other brands on the following?

Tick mark your preference

a) Frequency of Visit of sales personnel Visakha ( ) Others ( )b) Timely delivery Visakha ( ) Others ( )c) Display Support Visakha ( ) Others ( )d) Any other Visakha ( ) Others ( )

Q.No.6: Customer purchase milk because of:

a) Price b) Quality c) Availability d) All of these

Q.No.7: Behaviour of Delivery Van Driver a) Good b) Excellent c) Bad d) Average

91

Q.No.8: Quality of Visakha Milk a) Good b) Excellent c) Bad d) Average

Q.No.9: Product delivery time

a) Good b) Bad

Q.No.10: Customer’s preference purchase

a) Counter Purchase b) Door Delivery

Q.No.11: Margin on sales

a) Yes b) No

Q.No.12: Payment Mode

a) Monthly b) Weekly c) Daily

92

BIBLIOGRAPHY

BOOKS

► Marketing management- Kotler Philip

► Marketing research- Malhotra K. Naresh

► Marketing Management- Berman B and Evans J.R

► Consumer Preference- Louden D.L. & Bitta Delia

►Advertising-Environment and operations- Newman A.J. and Cullen P

INTERNET WEB PAGE

www.visakhadairy.com

Organizedretail.co.in

marketing seminar. In

Literature review on visakhadairy

marketing.co.in

93