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

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

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

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

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    A project report on  consumer perception and preference towards nandini curd in dharwad  city A project report on consumer perception and preference towards nandini curd in dharwad city Document Transcript

    • Consumer perception and preference towards Nandini curd in DharwadBabasabpatilfreepptmba.com 1
    • Consumer perception and preference towards Nandini curd in Dharwad 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 70-72Babasabpatilfreepptmba.com 2
    • Consumer perception and preference towards Nandini curd in Dharwad CHAPTER-1 EXECUTIVE SUMMARY It is said that a glass of milk is equals to one meal. There is no exaggeration in thestatement Milk is the basic food for every human being, starting from infant to the old agepeople consumes milk in one or other form. For healthy growth of human being milkplays 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 inan ambitious way, the dairy production capacity was 200 thousand ltr’s per day, over theyears the average procurement has been between 65 to 85 thousand ltr’s per day, and theaverage sale has been around 50 to 55 thousand ltr’s per day. The milk union has a total477 dairy co-operative societies in its area of operation out of which 400 dairy operativesocieties 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 inunique program called STEP. Since 2006, the milk union has made good plans for future terms of increasing theprocurement and marketing of milk and milk products. The companies to enhance their credibility and better profit carry out marketresearch to some of the strategic decisions. The modern manager relies more on suchmarket research crunches faced. To avoid unnecessary cost of research and the timeconstraint consumer product companies tend to rely on data collected from retailer andthe consumers. Because companies believe the retailers are having direct contact with theconsumers. Their opinion plays important role in taking decisions such research is calledretailers. And it is basically a non-probability convenient sampling where relying on thedata. May have opinion biases. However this can act as an important tool in makingstrategic decision making tool.Babasabpatilfreepptmba.com 3
    • Consumer perception and preference towards Nandini curd in Dharwad KMF DHARAWAD MILK UNION LIMITED serving people more than tenyears has segmented itself in every possible place and ensures it has a self for its productsat all the outlet possible. It is carrying its network with help of distributors, agencies andretailers who serves to ultimate consumers. Since the company is a people focused itholds 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 towardsNandini 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 andcostumers preferences towards curd. And identify the reasons low sales of cur inDharwad city.Babasabpatilfreepptmba.com 4
    • Consumer perception and preference towards Nandini curd in DharwadMethodology: Location: Dharawad city (shettar colony, Gandhi nagar, hos Yallapur shri Nagar, Emmikeri, Mrutyunjay Nagar, etc)Sample size: 100 customersInstrument used: self administered questionnaireSampling techniques: Simple random samplingStatistical 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 in2001 was 3.23 lakh tones. The target of milk production during 2001-02 is 84.9 milliontones. It has been estimated that approximate 12% milk per day is processed in to valueadded products; most of these products are exported. India’s traditional dairy product sector is poised for rapid expansion with theresult of application of modern process technologies in production of mithais. The raisingdemand for packed, fresh dairy products like dahi, panner, lassi,and cream is wideningthe base of modern dairy sector of country and ensure a better price to primary milkproducers. Simultaneously, it will also help to productively utilize India’s growing milksurplus. According to the recently released ‘Technology of Indian Milk Products’industry references published by dairy India, the Market for traditional India milk basedsweets alone are estimated at $500m.Tthe market for traditional dairy products in Indiaexceeds an estimated Rs 50,000 crore and is largest and fastest growing segment ofIndian dairy industry. During the pre-independence era there was no serious stress given to dairyindustry. In 1886, the department of defense of British government established the dairyfarms for the supply of milk to the British troops in Allahabad, in 1920, serious step weretaken by Mr. William Smith, an expert in dairy farming to improve the milk production.Babasabpatilfreepptmba.com 5
    • Consumer perception and preference towards Nandini curd in Dharwad The dairy and animal Husbandry received serious attention after theindependence. There were lots many of progressive steps taken by government throughfive 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 itshead office at Anand, Gujarat.Babasabpatilfreepptmba.com 6
    • Consumer perception and preference towards Nandini curd in Dharwad NATIONAL DARIY DEVELOMENT BOARDHistory 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.Babasabpatilfreepptmba.com 7
    • Consumer perception and preference towards Nandini curd in DharwadObjectives 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 programmedBabasabpatilfreepptmba.com 8
    • Consumer perception and preference towards Nandini curd in Dharwad KARANATAKA MILK FEDERATION Karnataka Co-operative Milk Producers Federation Limited (KMF) is theapex body in Karnataka representing dairy farmers Co-operatives. It is third largest dairyco-operative amongst the dairy cooperatives in the country. In South India it stands firstin terms of procurement as well as sales. One of the core functions of the federation ismarketing of Milk and Milk products. The brand name ‘nandini’ is the household namefor Pure and Fresh milk and milk products. The first dairy in India was started in Kludge in Kodak district in 1955. Further inJune 1974; an integrated project was launched in Karnataka to restructure and recognizethe dairy industry on co-operative principle & to lay foundation for new direction in dairydevelopment. The present Karnataka Milk Federation (K.M.F) came in to existence in 1984 asresults of merging of Karnataka Dairy Development Co-operation, small co-operativesand Karnataka Milk development & loose venders. The Karnataka Milk Federation is co-operative apex body in the state of Karnataka representing dairy development activities toachieve the dairy objectives.Babasabpatilfreepptmba.com 9
    • Consumer perception and preference towards Nandini curd in DharwadObjectives • 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 withthe view of to efficiently chill, process and market ever developing and increasing milkprocurement with an utmost emphasis on quality and in process conserve the socio-economic interests of rural milk producers, the government of Karnataka through KMFhas proposed to undertake several projects with financial and technical support of NDDB.Babasabpatilfreepptmba.com 10
    • Consumer perception and preference towards Nandini curd in DharwadBabasabpatilfreepptmba.com 11
    • Consumer perception and preference towards Nandini curd in DharwadMISSION STATEMENT To enhance milk production and procurement and maximize returns to milkproducers by finding lucrative market for milk and thereby contribute towards viabilitymilk unionsPERSPECTIVE PLAN 2010 Government of Karnataka and NDDB signed an MOU during February 2000, forfurther strenghenthning the Dairy development activities in Karnataka with an out lay ofRs. 250 Crores. Consequent to the announcement of new lending terms conditions byNDDB 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 byfocusing 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, andGulburga, that were having accumulated losses were included for rehabilitation programunder the Centrally Sponsored Scheme “Assistance to Co-operatives” which is also underimplementation.THE DISTRIC C0-OPERATIVE SOCITY (DCS): It is the basic Organization unit, functioning at the village level. By training localpeople to organize and manage the activities village level institution building anddevelopment 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.Babasabpatilfreepptmba.com 12
    • Consumer perception and preference towards Nandini curd in DharwadTHE MILK UNION Milk Union is channel of District Co-operative societies in an organized formfor 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-operativeorganization network. Federating the societies in locating geographical area forms unions.The Milk unions are organized to make them economically viable and the jurisdictionextents from one district to another district. There are five Milk Unions whose jurisdictioncovers a single district, four unions covers two districts each district covers three districtsand 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. Alsohelps in managing these DCS by assisting in accounts, purchase, process and marketingthese liquid milk. The Unions help in providing all the input facilities to DCS andchannels 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 Unionsthrough the state and thus forming the state level apes’ organization. The federationimplements all the project activities. After the projects activities are accomplished theFederations aims at formulating marketing strategies in marketing the milk and milkproducts. The Karnataka Milk federation, which was set up in 1984, has the fallowing.Babasabpatilfreepptmba.com 13
    • Consumer perception and preference towards Nandini curd in DharwadFunctions • 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 Numbers Milk 13 Dairies 17 Liquid Nitrogen Silos 6 Product plant 3 Training centers 3 Sperm station 1 Cattlel Feed Plant 4 Pouch Film Plant 1Achievement: • 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.Babasabpatilfreepptmba.com 14
    • Consumer perception and preference towards Nandini curd in Dharwad COMPANY PROFILEDHARWAD MILK UNIONEstablishment 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 islocated in the specious 15 acres land, located in Lakamanahalli Industrial Area, adjacentto the National highway-4. It is patterned after the AMUL Milk Dairy, Anand andGujarat.HISTORY A group of experienced officers, appointed by Karnataka Milk Federationsurveyed the whole Dharwad district (include two newly formed district Gadag andHavery) and Uttar Karnataka. Further they found is a need for a milk dairy. They traveledsurrounding villages, educated the villagers about Milk & Milk products and benefits theywould 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 MILKUNION LIMITED. Further in 1989, the training center was controlled by KMF, cameunder Dharwad Milk Union. The brief profile of the company is givenBabasabpatilfreepptmba.com 15
    • Consumer perception and preference towards Nandini curd in Dharwad DHARWAD MILK UNIONLocation Lakmanahalli, industrial area, DharwadShare capital 3 crores by members and 2 crores by government of KarnatakaPlant capacity 2 lakh liters per day Milk powder 12tons/day Butter 6tons/day Ghee 6tons/dayMilk 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/dayPresence value of activity Collection of Milk 80,000 ltrs/day Sales of Milk 70,000 ltrs/dayArea of operation Dharwad, Haveri, Gadag, Uttar kannada districtsBoard of directors Elected members 8 Ex officers 3 By govt 5Total workers 393 workersDepartments 9Brand 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 460 socitiesvillage levelSTRATEGIES; The Dharwad milk union has the fallowing set of strategies, which will formulatedevery year. The present year has the fallowing strategies. The strategies has formulatedBabasabpatilfreepptmba.com 16
    • Consumer perception and preference towards Nandini curd in Dharwadwith the help of KMF & NDDB and the union members. Fallowing are the strategies setthis 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.Babasabpatilfreepptmba.com 17
    • Consumer perception and preference towards Nandini curd in Dharwad ORGNIZATION STRUCTER President President Director Director Director Director Director Director Director Director Director Director (Govt) (Govt) (Govt )) (Govt (DCS) (DCS) (NDDB) (NDDB) (Society) (Society) Managing Director Managing Director Procurement Procurement Product president Product president Marketing Marketing Finance Finance Dept Dept Director Director Dept Dept Adm Dept Adm Dept Dept Dept Quality Quality F.G.S & F.G.S & Accounts & Accounts & Transport Transport Control Stores M.I.S. M.I.S. Control Stores Purchase PurchaseBabasabpatilfreepptmba.com 18
    • Consumer perception and preference towards Nandini curd in Dharwad SYSTEMSPROCUREMENT AND INPUT DEOARTMENT The union carries procurement by setting up Co-operative societies at villagelevel. Later milk is collected in chilling center. Milk collected from the milk centers isfirst tested. There are milk testing equipments for this purpose. Then a survey onavailability on transportation specialties and productive capacity of villagers areconducted. 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 ofcollecting capital for the society by selling shares. Procurement is done twice a day andpayment 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 chillingcenter, milk is chilled up to 4 degree Celsius. Later this milk is sent unions in insulatedtankers for further processing. The main function of this department is to procure milkfrom 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 societiesand 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.Babasabpatilfreepptmba.com 19
    • Consumer perception and preference towards Nandini curd in Dharwad THE STRUTCTR OF PROCURMENT AND INPUT DEPARTMENT Manager Procurement wing Technical input wing Deputy Manager Deputy Manager Assistant manager Assistant manager Extension officers Clerks Clerks HelpersBabasabpatilfreepptmba.com 20
    • Consumer perception and preference towards Nandini curd in Dharwad PRODUCTION & PROCESS DEPARTMENT The main objective of this department is to follow up production schedule as perPlans and maintain close & co-ordinate relationship with other departments and ensure toupgrade 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 highlysophisticated machines imported from Sweden and Denmark. Once the milk is receivedfrom P & I department, it is first weighed with the help of weighing bowl. Later, it ispoured 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 milkare separately received and sent to the production section separately through two differentstainless steel pipes. Later, the raw milk is passed through plate chiller of variable capacity where it iscooled up to 4-5 degree Celsius. This is cooled raw material is further stored in a silo of30,000 liters capacity.PURPOSE OF CHILLING Chilling is done to avoid growth of micro organism, which responsible forspoilage of milk and bitter taste. The milk which is stored in silos is pumped throughpipeline to the balance tank which is helps maintain the steady speed of milk inPasteurization machine. In DMU, there two milk pasteurization machines and one creampasteurization machine.PURPOSE OF PASTEURIZATION: Pasteurization is process where milk is heated high temperature and cooledinstantly, to destroy microorganisms. The Pasteurized milk will be stored in Pasteurizedmilk silos and then sent to pre-packing section. Packing is done in 500 ml, & 1000 ml,stored in cold storage at 7 degree Celsius.Babasabpatilfreepptmba.com 21
    • Consumer perception and preference towards Nandini curd in DharwadPASTEURIZATION OF CREAM The milk in bulk is taken to cream separate. Here, the cream is separated andpassed through cream pasteurization unit. This cream is sent to butter section. The milkwith no fat is skimmed milk. This skimmed milk is pumped back to pasteurization unitand heated to 4 degree Celsius using chilled water and stored silos. This skimmed milk issent to powder section. The pasteurization cream is mixed in proportion to pasteurizedmilk.TONED MILK Karnataka’s most favorite milk. Nandini toned fresh and pure milk containing3.0% FAT & 8.5% SNF, available 500 ml & 1 liter packSHUBHAM 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 bulkconsumers.Babasabpatilfreepptmba.com 22
    • Consumer perception and preference towards Nandini curd in DharwadFULL 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 storedpacked in 200 grams & 500 grams.Babasabpatilfreepptmba.com 23
    • Consumer perception and preference towards Nandini curd in DharwadBUTTER The cream, which is stored in cream refining tank, is taken to churning sectionwhere it is churned. Here butter fat butter milk are separated. The vacuum pump removesexcess 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 deepfreezer room with temperature 22 degree Celsius.GHEE There are two ghee boiler capacity 1500kg/batch. Abutter 2.5tons is melted and isbrought to ghee boiler. Here it is heated to 90 degree Celsius for 15mins so that theresidue is allowed settle down and ghee is passed to settling tank through clarifiers. Laterghee 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 degreeCelsius for 15-20mins, glacial acetic acid is added to milk, and milk is attained to throughBabasabpatilfreepptmba.com 24
    • Consumer perception and preference towards Nandini curd in Dharwadfine muslin cloth. The solid portion is retained and put in water, & then it is put in chilledwater 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 plantis 12tons. There are two sections-evaporator & spray drier, through which milk isconverted 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 milkpowder 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 issemi solid, later sugar and ingredients are added and stirred continuously on low flame.Later it is shaped in small balls and packed.Babasabpatilfreepptmba.com 25
    • Consumer perception and preference towards Nandini curd in DharwadThe 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 DepartmentBabasabpatilfreepptmba.com 26
    • Consumer perception and preference towards Nandini curd in Dharwad MANAGER MANAGERDeputy managerDeputy manager Office staff Office staff Assistant(account Assistant(accountAssistant managerAssistant manager Assistant (stores) Assistant (stores) )) Technical officer Technical officer Clerk Clerk Typist Typist Senior supervisor Senior supervisor Junior supervisor Junior supervisor Dairy operation Dairy operation Dairy technician Dairy technician Dairy worker Dairy workerBabasabpatilfreepptmba.com 27
    • Consumer perception and preference towards Nandini curd in DharwadQUQLITY 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 controldepartment, 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 newproduction. There are tests conducted here. The packed milk we get will have undergonethree quality tests. First test is done on raw milk which we get from chilling center. Nextbefore standardization and the last before packing. The other tests conducted are: Tests Reasons Temperature Should be below 5degree. If milk is curdles soon after boiling milk is Clot on boiling 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/4ACTIVITIES: • 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 DepartmentBabasabpatilfreepptmba.com 28
    • Consumer perception and preference towards Nandini curd in Dharwad Deputy Manager Ass Manager Ass Manager Quality Ass Quality Ass Officer Officer (Chemicals) (Bacteriology ) Lab Assistant Quality Ass Quality AnalystBabasabpatilfreepptmba.com 29
    • Consumer perception and preference towards Nandini curd in DharwadMarketing Department Milk and milk products are perishable in nature so, dispatching and marketing ofthese 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, andUttar 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 primecompetitors are private players like. • Aditya • Bharat • Arokya • Siddi Vinayak • Datta • MayorBabasabpatilfreepptmba.com 30
    • Consumer perception and preference towards Nandini curd in Dharwad • Gopal • Loose venders, etcPromotional activities To over come from neck- to –neck competition, different promotional activities arefallowed. With the help of KMF, & NDDB for building brand image of Nandini andenhancement 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 directchannels.1. Consumer Market: DMU is selling its products directly to the consumer through its special venders. Italso distribute to nearly to 600 retailers and milk parlors. These are exclusive milkparlors, which sell only KMF products.2. Institutional Market: There is also demand for milk, which is sent by institution like government runinstitution, 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.Babasabpatilfreepptmba.com 31
    • Consumer perception and preference towards Nandini curd in Dharwad • Cross functional teams. • New area visits. • Door to door survey. • New agentsDistribution Chart Raw Milk Processing Production Milk Bi-product Packing Marketing (Orders) Store Loading & Dispatching Van drivers & Retailers Agents & Retailers Consumers Delivery boysBabasabpatilfreepptmba.com 32
    • Consumer perception and preference towards Nandini curd in DharwadBabasabpatilfreepptmba.com 33
    • TransportQuality Consumer perception and preference towards Nandini curd in DharwadFCont Structure of Marketing Department Manager Deputy Manger Deputy Manager (Accounts/Audit) (Sales/ Production) Assistant Assistant Manager Manager (Tech.officer) Supervisor Supervisor (FGs/Stores) Market Assistant Market Assistant Babasabpatilfreepptmba.com 34
    • Consumer perception and preference towards Nandini curd in DharwadBabasabpatilfreepptmba.com 35
    • Consumer perception and preference towards Nandini curd in DharwadFurther Marketing department has two sub departments 1. Stores 2. Finished goods StoresStores department The stores department in DMU follows a codex system (coded control system). Acard is maintained for each item and a number I allocated. The attached to each articleconsists of amount, balanced, date of issue, purchase etc. this is separate recorded inledger book. The inventories are of different kind ranging mechanical squares, packingitems to animal drugs, stationery and veterinary drugs. There are at least 4000 differentinventories.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.Babasabpatilfreepptmba.com 36
    • Consumer perception and preference towards Nandini curd in DharwadStructure of stores department Stores Superident Stores Assistant (FDS) Stores Assistant (GR-) HelpersBabasabpatilfreepptmba.com 37
    • Consumer perception and preference towards Nandini curd in DharwadFinished Goods Stores This department acts as an interface between production marketing departments. Itis concerned with maintenance of finished goods and connected records. It receives all thefinished goods and issues the stock to the marketing department as per indents. It insures that the goods are maintained properly with respect to quality. Accountsare maintained daily and monthly report is submitted to the production, marketing andfinance departments. As the products are perishable, First-In-First-Out method is fallowedBabasabpatilfreepptmba.com 38
    • Consumer perception and preference towards Nandini curd in DharwadStructure of Finished Goods Stores Assistant Manager Market Accounts Assistant Assistant Dairy Operator Dairy WorkerBabasabpatilfreepptmba.com 39
    • Consumer perception and preference towards Nandini curd in DharwadFinance Department This department is responsible for keeping all the inward and outward flow ofmoney of the union. It represents budget every year and financial rules for receipts andpayments 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.Babasabpatilfreepptmba.com 40
    • Consumer perception and preference towards Nandini curd in DharwadThe structure of Finance Department Deputy Manager Assistant Manager Assistant Accounts Assistant AccountsBabasabpatilfreepptmba.com 41
    • Consumer perception and preference towards Nandini curd in DharwadPurchase Department It is sub department which comes under finance department. The main work of thisdepartment is to purchase various materials required by different departments. Afterascertaining the stock position by stores department and indent is sent by differentdepartment duly approved by the managing director. This department acts to procurematerials. 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 thepurchase department. If the amount is more than Rs. 50,000, then the approval ofmanaging director is most.Babasabpatilfreepptmba.com 42
    • Consumer perception and preference towards Nandini curd in DharwadStructure of Purchase Department Purchase officer Purchase Superintendent Assistant Purchaser HelpersBabasabpatilfreepptmba.com 43
    • Consumer perception and preference towards Nandini curd in DharwadAdministration Department The administration department controls the overall functioning of theorganization. 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.Babasabpatilfreepptmba.com 44
    • Consumer perception and preference towards Nandini curd in DharwadStructure of Administration Department Deputy Manager Assistant Ass Manager Manager (Personal) Administration Administration Superintendent Superintendent Administration Assistant Security Time Canteen Department KeeperBabasabpatilfreepptmba.com 45
    • Consumer perception and preference towards Nandini curd in DharwadCanteen There is a canteen in the premises itself. To provide lunch, tea, etc to theemployees at reasonable rate. The canteen is handled by the canteen in chargeTime Keeper: The department records the working hours of the employees. The workers dividedin to different shifts; control the working of department. Each employee to given punchcard, whenever as employee enter in to the premises he has to punch the card in the timemachine and before leaving the premises he has to do the same. Based on theseattendances, 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 securitypersonal. The security people work in three shifts. All the vehicles are checked beforeentering the premises. The department is also maintains separate registers like store-inregister, attendance register, etc.Babasabpatilfreepptmba.com 46
    • Consumer perception and preference towards Nandini curd in Dharwad Product profileProduct 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,Babasabpatilfreepptmba.com 47
    • Consumer perception and preference towards Nandini curd in DharwadProduct Lines • Toned Milk • Homogenized Milk • Full Cream Milk • Good Life • Slim • Butter Milk • Shubham •Babasabpatilfreepptmba.com 48
    • Consumer perception and preference towards Nandini curd in Dharwad CHAPTERII DESIGN OF THE STUDYTitle of the studyConsumer 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 thestatement 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 consideredwhile 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, howthe finished product reach the consumer form plant to retail outlet. Implementation of theoretical aspects in to practical, marketing is the back boneof Dharawad Milk Union.Babasabpatilfreepptmba.com 49
    • Consumer perception and preference towards Nandini curd in Dharwad RESEARCH DESIGN The research design constitutes the blue print for the collection, measurementand analysis of data. It helps the researchers by posing crucial choices, is the blue print toinclude experiments, interviews, observations, the analysis of records. Are the methods ofdata collection the research to highly structure? Dharawad is a vast city with an area of 13,659 sq kilometer spread across withpopulation of 6, 25,345, As it was very difficult to conduct personal interview, so I have taken a sampleof 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 behavesimilarly. The research study is done with the help of a questionnaire and taking personalinterview 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.Babasabpatilfreepptmba.com 50
    • Consumer perception and preference towards Nandini curd in Dharwad CHAPTER METHEDOLOGY OF DATA COLLECTIONSource of data The source of data includes both primary and secondary data.Primary Data: Primary data consists of original information gathered for specific purpose athand. 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 awell structured questionnaire was prepared and samples were met randomly.Secondary Data: Secondary data consists of information that already exist and that were beingcollected in fast for some other purpose.Secondary data can be divided in toa) 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.Babasabpatilfreepptmba.com 51
    • Consumer perception and preference towards Nandini curd in DharwadSAMPLE DESIGN The sample method used random sample. A sample of respondents is selected forthe purpose of study.Sampling process:Population: A population is best defined in terms of elements, units, and timeConsumer: Children’s Students Business men Employee others [Age wise Gender wise]Extent: Dharwad cityPersonal interview; Approaching people personally and interviewing directly.Questionnaire Preparing the questions and it is designed. That it covers various opinions, viewsabout, Nandini curd. Personal interview technique was selected to gather information by respondents.Babasabpatilfreepptmba.com 52
    • Consumer perception and preference towards Nandini curd in Dharwad Analysis and interpretation Which of these brands of curd do you aware? Frequenc Percent Valid Cumulati y Percent ve Percent Valid nandini 70 70.0 70.0 70.0 aditya 16 16.0 16.0 86.0 Ram 9 9.0 9.0 95.0 rahim shrikrishn 5 5.0 5.0 100.0 a Total 100 100.0 100.0ANALYSIS: The above table and graph indicates that- 70% of respondents are aware aboutnandini curd and 16% of respondents are aware about aditya curd and 9% of respondentsare aware about ramrahim curd.and, 5% percent of respondent are aware about ofshrikrishna.INTERPRETATION: By analysis we can interprets that most of the respondents are aware aboutNANDINI curd.Babasabpatilfreepptmba.com 53
    • Consumer perception and preference towards Nandini curd in Dharwad Which brand of curd do you prefer? Frequency Percent Valid Percent Cumulative Percent Nandini 59 59.0 59.0 59.0 Aditya 22 22.0 22.0 81.0 Valid ram rahim 11 11.0 11.0 92.0 Others 8 8.0 8.0 100.0 Total 100 100.0 100.0ANALYSIS: The above table and graph indicates that - 59% of respondents preferNANDINI, 22% of respondents prefer ADITYA, 11% of respondents preferRAMRAHIM, and remaining 8% of respondents prefer other curd.INTEERPRETATION:By analysis we can interprets that half of the respondents are prefer NANDINI curd.Babasabpatilfreepptmba.com 54
    • Consumer perception and preference towards Nandini curd in Dharwad Frequency Percent Valid Percent Cumulative Percent 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 Valid thickness 19 19.0 19.0 84.0 Taste 16 16.0 16.0 100.0 Total 100 100.0 100.0ANALYSIS: The above table and graph indicates that, 43% of respondents are considerquality while buying curd, 19% of respondents are consider thickness while buying curd,16%, 12%,10% respondents are consider taste, brand name, price, while buying curdrespectivelyINTEERPRETATION: By analysis we can interprets that nearly half of the respondents are considerquality while buying curd.Babasabpatilfreepptmba.com 55
    • Consumer perception and preference towards Nandini curd in Dharwad Are you aware of nandini curd? Frequenc Percent Valid Cumulati y Percent ve Percent Valid yes 70 70.0 70.0 70.0 no 30 30.0 30.0 100.0 Total 100 100.0 100.0ANALYSIS: The above table and graph indicates that, 75% of respondents are aware ofNANDINI curd, remaining 25% of respondents are not aware of NANDINI curd.INTEERPRETATION: By analysis we can interprets that, most of the respondents are aware ofNANDINI curd.Babasabpatilfreepptmba.com 56
    • Consumer perception and preference towards Nandini curd in Dharwad Are you satisfied with the quality of nandini curd? Frequen Percent Valid Cumulat cy Percent ive Percent Valid yes 67 95.7 95.7 95.7 no 3 4.3 4.3 100.0 Total 70 100.0 100.0ANALYSIS: The above table and graph indicates that, 95.7% of respondents are satisfiedwith the quality of NANDINI curd, and remaining 4.3 of respondents are not satisfiedwith the quality of NANDINI curd.INTEERPRETATION: By analysis we can interprets that, most of the respondents are satisfied withquality NANDINI curd.Babasabpatilfreepptmba.com 57
    • Consumer perception and preference towards Nandini curd in Dharwad taste Frequency Percent Valid Percent Cumulative Percent 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 Valid Satisfied 18 26.9 26.9 97.0 highly satisfied 2 3.0 3.0 100.0 Total 67 100.0 100.0ANALYSIS: The above table and graph indicates that, 40.3% of respondents are moderatelysatisfied with the quality NANDINI curd, 26.9% of respondents are satisfied, 23.9% notsatisfied, 6% of respondents not at all satisfied, only 3% of respondents are highlysatisfied with the taste of Nandini.INTEERPRETATION: By analysis we can interprets that, nearly half of the respondents are moderatelysatisfied with taste of NANDINI curd.Babasabpatilfreepptmba.com 58
    • Consumer perception and preference towards Nandini curd in Dharwad availablity Frequency Percent Valid Percent Cumulative Percent not at all satisfied 6 9.0 9.0 9.0 not satisfied 23 34.3 34.3 43.3 Moderate 13 19.4 19.4 62.7 Valid Satisfied 21 31.3 31.3 94.0 highly satisfied 4 6.0 6.0 100.0 Total 67 100.0 100.0ANALYSIS: The above table and graph indicates that, 34.3% of respondents are notsatisfied 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 highlysatisfied with the availability of Nandini curd.INTEERPRETATION: By analysis we can interprets that, 34.3% of respondents are not satisfied withavailability of NANDINI curd.Babasabpatilfreepptmba.com 59
    • Consumer perception and preference towards Nandini curd in Dharwad availablity on time Frequency Percent Valid Percent Cumulative Percent 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 Valid satisfied 22 32.8 32.8 85.1 highly satisfied 10 14.9 14.9 100.0 Total 67 100.0 100.0ANALYSIS: The above table and graph indicates that, 32.8% of respondents are satisfiedwith 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 highlysatisfied with the availability on time of Nandini curd.INTEERPRETATION: By analysis we can interprets that, 32.8 respondents are satisfied withavailability on time of NANDINI curdBabasabpatilfreepptmba.com 60
    • Consumer perception and preference towards Nandini curd in Dharwad packaging Frequency Percent Valid Percent Cumulative Percent not at all satisfied 2 3.0 3.0 3.0 not satisfied 13 19.4 19.4 22.4 modrate 25 37.3 37.3 59.7 Valid satisfied 23 34.3 34.3 94.0 highly satisfied 4 6.0 6.0 100.0 Total 67 100.0 100.0ANALYSIS: The above table and graph indicates that, 37.3% of respondents are moderatewith packaging of NANDINI curd, 34.3 %of respondents are satisfied, 19.4% notsatisfied, 6%% of respondents highly satisfied, only 3% of respondents are not at allsatisfied with the packaging of Nandini curd.INTEERPRETATION: By analysis we can interprets that, 37.4% of respondents are moderatelysatisfied with the packaging of NANDINI curd.Babasabpatilfreepptmba.com 61
    • Consumer perception and preference towards Nandini curd in Dharwad price Frequency Percent Valid Percent Cumulative Percent not at all satisfied 6 9.0 9.0 9.0 not satisfied 28 41.8 41.8 50.7 moderate 20 29.9 29.9 80.6 Valid satisfied 12 17.9 17.9 98.5 highly satisfied 1 1.5 1.5 100.0 Total 67 100.0 100.0ANALYSIS: The above table and graph indicates that, 41.8% of respondents are not satisfiedwith price of NANDINI curd, 29.9 %of respondents are moderate, 17.9% satisfied, 9% ofrespondents not at all satisfied, only1.5% of respondents are highly satisfied with theprice of Nandini curd.INTEERPRETATION: By analysis we can interprets that, 41.9% respondents are not satisfied with theprice of NANDINI curd.Babasabpatilfreepptmba.com 62
    • Consumer perception and preference towards Nandini curd in Dharwad smell Frequency Percent Valid Percent Cumulative Percent 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 Valid satisfied 20 29.9 29.9 89.6 highly satisfied 7 10.4 10.4 100.0 Total 67 100.0 100.0ANALYSIS: The above table and graph indicates that, 41.8% of respondents are moderatewith 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 satisfiedwith the smell of Nandini curd.INTEERPRETATION: By analysis we can interprets that, 35.8% respondents are moderately satisfiedwith smell of NANDINI curd.Babasabpatilfreepptmba.com 63
    • Consumer perception and preference towards Nandini curd in Dharwad Are the promotional activities influenced you to buy the curd? Frequency Percent Valid Percent Cumulative Percent yes 57 57.0 57.0 57.0 Valid no 43 43.0 43.0 100.0 Total 100 100.0 100.0ANALYSIS: The above table and graph indicates that, 57% of respondents are say’s thatpromotional 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’spromotional activities are influencing while buyingBabasabpatilfreepptmba.com 64
    • Consumer perception and preference towards Nandini curd in Dharwad How much promotional activity influencing you to buy the curd? Frequenc Percent Valid Cumulati y Percent ve Percent 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 57 100.0 100.0ANALYSIS: The above table and graph indicates that, 33.3% of respondents are say’s that25 to 49% promotional activities influenced to buy the curd, 29.8% of respondents say’s50 to 74%, 22.8% of respondents say’s 0-24, and 14% of respondents say’s that 75 to100% 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..Babasabpatilfreepptmba.com 65
    • Consumer perception and preference towards Nandini curd in Dharwad Which promotional activities influencing you to buy the curd Frequency Percent Valid Percent Cumulative Percent friends 33 33.0 33.0 33.0 newspaper 8 8.0 8.0 41.0 Valid banner 27 27.0 27.0 68.0 others 32 32.0 32.0 100.0 Total 100 100.0 100.0ANALYSIS: The above table and graph indicates that, friends are influenced to buy curd38%, 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 thepromotional activities influenced to buy the curd.Babasabpatilfreepptmba.com 66
    • Consumer perception and preference towards Nandini curd in Dharwad Is Nandini curd available through out the day? Frequency Percent Valid Percent Cumulative Percent yes 59 59.0 59.0 59.0 Valid no 41 41.0 41.0 100.0 Total 100 100.0 100.0ANALYSIS: The above table and graph indicates that, 59% of respondents are say’s thatnandini curd available through out the, remaining 41% are say’s nadini curd will notavailable through out the day.INTEERPRETATION: By analysis we can interprets that 50% of respondents are say’s Nandini curdavailable through out day.Babasabpatilfreepptmba.com 67
    • Consumer perception and preference towards Nandini curd in Dharwad Is Nandini curd available in your nearest place? Frequency Percent Valid Percent Cumulative Percent yes 63 63.0 63.0 63.0 Valid no 37 37.0 37.0 100.0 Total 100 100.0 100.0ANALYSIS: The above table and graph indicates that, 63% of respondents are say’s thatnandini curd available nearest place, remaining 37% are saying’s nadini curd will notavailable there nearest place.INTEERPRETATION: By analysis we can interprets that more than half of the respondents are say’sNandini curd available there nearest place.Babasabpatilfreepptmba.com 68
    • Consumer perception and preference towards Nandini curd in DharwadWhich problems do you faced towards Nandini curd? Valid Cumulative Frequency Percent Percent Percent 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 65.0Valid curd will not set 16 16.0 16.0 81.0 properly all 19 19.0 19.0 100.0 Total 100 100.0 100.0 ANALYSIS: The above table and graph indicates that, 30% of respondents are say’s that Nandini curd have loose body, 26%say’s nandini have extremely sure, 19% of respondents say’s loose body, sure, 16%willnot 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’sNandini curd have loose body and not thick. Do you expect door delivery service for Nandini curd? Frequency Percent Valid Percent Cumulative PercentBabasabpatilfreepptmba.com 69
    • Consumer perception and preference towards Nandini curd in Dharwad yes 74 74.0 74.0 74.0 Valid no 26 26.0 26.0 100.0 Total 100 100.0 100.0ANALYSIS: The above table and graph indicates that, 74% of respondents are expectingdoor delivery from nandini curd, and remaining 26% respondents didn’t expect doordelivery service.INTEERPRETATION: By analysis we can interprets that, most of the respondents are expecting doordelivery service from Nandini curd.FindingsBabasabpatilfreepptmba.com 70
    • Consumer perception and preference towards Nandini curd in Dharwad • 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.SuggestionsBabasabpatilfreepptmba.com 71
    • Consumer perception and preference towards Nandini curd in Dharwad • 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.CONCLUSIONBabasabpatilfreepptmba.com 72
    • Consumer perception and preference towards Nandini curd in Dharwad It was an wonderful experience for me to work with Dharwad Milk Union, fromthe project I learnt about the marketing tactics used by Dharwad Milk Union.s Dharwad Milk Union is a reputed organization which has developed its goodwillin the market to compete with other (company) famous brand. It has to adopt moderntechnology 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 marketingpolicy as of competitors. Last but not the least I would like to conclude Dharwad Milk Union as goodorganization to work as well as to interact with people. All the workers and members ofthe union nicely motivated me. The Dharwad Milk Union all employees are co-operatedwell and supported me in completing and making this project a successfully.Babasabpatilfreepptmba.com 73
    • Consumer perception and preference towards Nandini curd in Dharwad QuestionnaireDear 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) No5) 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 levelwith respect to Nandini Curds (Tick the appropriate box).Babasabpatilfreepptmba.com 74
    • Consumer perception and preference towards Nandini curd in Dharwad Not at all Not Moderate Satisfied HighlyParameters Satisfied Satisfied Satisfied1) Taste2) Price3) Smell4) Packaging5) Availability in desired quantities6) Available on time7) 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 specify10) 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 []Babasabpatilfreepptmba.com 75
    • Consumer perception and preference towards Nandini curd in Dharwad 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…………………………………………………………………………………………………………………………………………………………………………………………….............……………………………………………………………………………………… .Babasabpatilfreepptmba.com 76
    • Consumer perception and preference towards Nandini curd in Dharwad BIBLIOGRAPHYBOOKS: Consumer Behavior --- Leon G. Schiffman ParushuramanMagazines:Business WeekBusiness WorldEconomic TimesWebsites:  www.google.com.Babasabpatilfreepptmba.com 77