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A project report on  consumer perception towards nandini milk
 

A project report on consumer perception towards nandini milk

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A project report on consumer perception towards nandini milk

A project report on consumer perception towards nandini milk

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    A project report on  consumer perception towards nandini milk A project report on consumer perception towards nandini milk Document Transcript

    • Consumer Perception towards Nandini Milk CONTENTS SL.NO TITLE PAGE NO EXECUTIVE SUMMARY 04-06 ABOUT INDUSTRY 07-13 COMPANY PROFILE 14-37 RESEARCH METHODOLOGY 38-42 DATA ANALYSIS 43-63 FINDINGS 64 SUGGESTIONS 65 CONCLUSION 66 APPENDICES 67-72 BIBLIOGRAPHY Babasabpatilfreepptmba.com 1
    • Consumer Perception towards Nandini Milk EXECUTIVE SUMMARY RBKMUL is one of the member milk unions among 13 unions in the Karnataka state and functioning at Middle level between the Dairy Co-operative Societies (DCS) member and Karnataka Milk Federation (KMF) where the milk procurement, pasteurization, processing and marketing is taking place. It was a great experience to undergo summer in-plant training on “A Study on Consumer Perception towards Nandini Milk” at RBKMUL Raichur. During the study I tried my best to know the various departments of the company, from production to the marketing of milk. In the first half of my study i.e. Organizational study I found that Marketing department plays key role in the company. Babasabpatilfreepptmba.com 2
    • Consumer Perception towards Nandini Milk In this report I tried to know the Consumer Perception towards Nandini milk which may help the Marketing department of the company as well as to the company. The study focused on how exactly consumer perceived the Nandini milk. And does the consumer perceived according to the company? In the findings and suggestion part I tried to find the answers to the above. Title of the Project: “The Study on Consumer Perception towards Nandini Milk” Objectives of the Study: 1. To know the consumer perception towards Nandini milk. 2. To know the customers’ awareness level. 3. To find the competitors effect on Nandini sales. Statement of the problem: Declining Nandini sales due to heavy competition in the market and the lack of loyal retailers. . Sources of Data: 1. Primary Data 2. Secondary Data 1. Primary Data: The information is collected from the personal interaction with the Employees of RBKMUL. 2. Secondary Data: this has been collected through company reports, manuals. And Information form the internet sources Information from the materials provided by the concern Babasabpatilfreepptmba.com 3
    • Consumer Perception towards Nandini Milk Has done marketing survey to know the consumer perception towards Nandini milk. Findings: • The customer awareness level towards Nandini milk is excellent because all the 100 respondents are aware of it. • From the aware respondents 45% of respondents are using Nandini milk. • Factors like Quality, taste and price influences more while choosing a brand respectively. Out of 100 Nandini comes to 65 respondents’ mind when they think of milk. • More thickness, same taste and availability are the key reasons for alternative brand other than Nandini Suggestions: o The Nandini brand is having trust name in the market where it operates and still the market is open for acquire, Company may take advantage of it through advertisements. o The company may convince customers that due to less fat thickness of Nandini is less and that is good for health through advertisements/banners. o The company may keep one employee as Customer Relationship Executive. Who will co ordinates between customers and company and also with retailers who may promote Nandini milk effectively on regular basis. Babasabpatilfreepptmba.com 4
    • Consumer Perception towards Nandini Milk Limitation of the study: I. This study covers only Raichur Unit, the part of RBKMUL. II. The study is restricted for only 4 weeks. III. The survey made in only 2 to 3 areas of Raichur city IV. The study only focuses on consumer perception towards Nandini milk only. Industrial Profile: Babasabpatilfreepptmba.com 5
    • Consumer Perception towards Nandini Milk Introduction On considering the diary industry in India has developed and developing as large industry and as per the certification of the International Dairy Industry India is the world’s largest milk producer and large numbers of industries are engaged in routine commercial production of pasteurized milk and milk products. Origin of the Milk Industry: Milk is the nature’s idea of food for infants and growing children in our country, except in rare cases of lactose intolerance. The importance of milk occupies in our diet has been recognized since Vedic time, and all modern research has only supported and reinforced Babasabpatilfreepptmba.com 6
    • Consumer Perception towards Nandini Milk this view. In fact, milk is now considered not only desirable but very much essential to person from his childhood. In early days the household have to produce their milk by maintaining their family cows or buffalos or they should secure from their neighbors. As the urbanization develops only few households are able to keep a cow for private use. The high production cost, problem of sanitation etc.., restricted the practice, gradually the family cow in the city was eliminated and cattle were sent back to the rural areas, as a result farmers began to deliver milk over routs in the cities. This was the beginning of the fluid milk sheds which are surrounding the large cities now a day. As we know milk is having short span of time in normal condition after that which is not possible to consume, in addition to this lack of suitable transportation and refrigeration facilities were major draw backs for the milk producers of early days. Meanwhile the rapidly increasing population caused an imbalance between the demand and supply of milk. The production and marketing of milk has been considered as a profitable business. To utilize the above environmental and marketing conditions, the processing and maintenance units were established by the name of MILK DAIRIES to bridge the s imbalance between high demand and less supply. Thus dairying started in India, where the production of milk and its products takes place. The process of Collecting, Chilling, Pasteurizing the milk and preventing it from the micro bacteria and packing is called dairying. The Indian dairy industry has grown after 1960’s then the large number of modern milk plants and factories has been established. India is the world’s largest milk producing country. After the independence dairy and animal husbandry taken vital importance. For this lot of development programs made by the government through Five year plans. This leads to formation of National dairy Development Board in 1965 and thus in 1970 decided to bring a White Revolution through out the country. Mr.Verghese Kurien is called as Father of White Revolution. Babasabpatilfreepptmba.com 7
    • Consumer Perception towards Nandini Milk Verghese Kurien: born on November 26, 1921 at Kozhikode, Kerala is called the father of the White Revolution in India. He is also known as the Milkman of India. He was the chairman of the Gujarat Co-operative Milk Marketing Federation Ltd . (GCMMF). GCMMF is an apex cooperative organization that manages the Amul food brand. He is recognized as the man behind the success of the Amul brand. Amul had revenue of $1b USD in 2006-07. In addition to Kurien, people like Shri Dalaya, VH Shah, Madhukar Shah, Dr.AR Seth, Dr.Shabnis and Shri Tribhuvandas Patel have also played a significant role in the progress and development of Amul. He is credited with being the architect of Operation Flood -- the largest dairy development program in the world. Kurien helped modernise Anand model of cooperative dairy development and thus engineered the White Revolution in India, and made India the largest milk producer in the world. Milk co-operatives were already extant when Kurien came to Anand and were managed by Tribhuvandas Patel. His uncle, John Mathai, was an economist who served as Indias first Railway Minister and subsequently as Indias Finance Minister. According to ‘Charaka’, the father of Ayurveda system of medicine explains the importance of the milk as, milk has ten properties viz, Sweetness, Coldness, Softness, Unctuousness, Density, Smoothness, Heaviness, Slowness and Charity” National Dairy Development Board Introduction: The government of India constituted the “National Dairy Development Board” in the year 1965 Shri: - Lalbahadur Shastry initiated the setting up of NDDB. The board is registered under the society’s registration act and public trust at the head office is at Anand and is organization in to 9 functional divisions. Objectives of National Dairy Development Board Babasabpatilfreepptmba.com 8
    • Consumer Perception towards Nandini Milk To sponsor, promote, manage, acquire, construct control any plant or work which promotes or advances the projects of general public utility reactions to dairying. 1. To make available on request, information services to increase production development to released to production and marketing of agricultural and food products. 2. To provide international liaison with other national dairy boards and international agencies in order to facilitate exchange of information and personnel as well as to assist in development of dairying in other countries. SWOT ANALYSIS OF INDIAN DAIRY INDUSTRY Strengths: • Demand profile: Absolutely optimistic. • Margins: Quite reasonable, even on packed liquid milk. • Flexibility of product mix: Tremendous. With balancing equipment, you can keep on adding to your product line. • Availability of raw material: Abundant. Presently, more than 80 per cent of milk produced is flowing into the unorganized sector, which requires proper channelization. • Technical manpower: Professionally-trained, technical human resource pool, built over last 30 years. Weaknesses: Babasabpatilfreepptmba.com 9
    • Consumer Perception towards Nandini Milk • Perishability: Pasteurization has overcome this weakness partially. UHT gives milk long life. Surely, many new processes will follow to improve milk quality and extend its shelf life. • Lack of control over yield: Theoretically, there is little control over milk yield. However, increased awareness of developments like embryo transplant, artificial insemination and properly managed animal husbandry practices, coupled with higher income to rural milk producers should automatically lead to improvement in milk yields. • Logistics of procurement: Woes of bad roads and inadequate transportation facility make milk procurement problematic. But with the overall economic improvement in India, these problems would also get solved. • Problematic distribution: Yes, all is not well with distribution. But then if ice creams can be sold virtually at every nook and corner, why can’t we sell other dairy products too? Moreover, it is only a matter of time before we see the emergence of a cold chain linking the producer to the refrigerator at the consumer’s home! • Competition: With so many newcomers entering this industry, competition is becoming tougher day by day. But then competition has to be faced as a ground reality. The market is large enough for many to carve out their niche. Opportunities: "Failure is never final, and success never ending”. Dr Kurien bears out this statement perfectly. He entered the industry when there were only threats. He met failure head-on, and now he clearly is an example of ‘never ending successes! If dairy entrepreneurs are looking for opportunities in India, the following areas must be tapped: Value addition: • There is a phenomenal scope for innovations in product development, packaging and presentation. Given below are potential areas of value addition: • Steps should be taken to introduce value-added products like shrikhand, ice creams, paneer, khoa, flavored milk, dairy sweets, etc. This will lead to a greater presence Babasabpatilfreepptmba.com 10
    • Consumer Perception towards Nandini Milk and flexibility in the market place along with opportunities in the field of brand building. • Addition of cultured products like yoghurt and cheese lend further strength - both in terms of utilization of resources and presence in the market place. • A lateral view opens up opportunities in milk proteins through casein, caseinates and other dietary proteins, further opening up export opportunities • Yet another aspect can be the addition of infant foods, geriatric foods and nutritional. Export potential: • Efforts to exploit export potential are already on. Amul is exporting to Bangladesh, Sri Lanka, Nigeria, and the Middle East. Following the new GATT treaty, opportunities will increase tremendously for the export of agri-products in general and dairy products in particular. Threats: Milk vendors, the un-organized sector: Today milk vendors are occupying the pride of place in the industry. Organized dissemination of information about the harm that they are doing to producers and consumers should see a steady decline in their importance. The study of this SWOT analysis shows that the ‘strengths’ and ‘opportunities’ far outweigh ‘weaknesses’ and ‘threats’. Strengths and opportunities are fundamental and weaknesses and threats are transitory. Any investment idea can do well only when you have three essential ingredients: entrepreneurship (the ability to take risks), innovative approach (in product lines and marketing) and values (of quality/ethics). Babasabpatilfreepptmba.com 11
    • Consumer Perception towards Nandini Milk The Indian dairy industry, following its delicensing, has been attracting a large number of entrepreneurs. Their success in dairying depends on factors such as an efficient yet economical procurement network, hygienic and cost-effective processing facilities and innovativeness in the market place. All that needs to be done is: to innovate, convert products into commercially exploitable ideas. All the time keep reminding yourself: Benjamin Franklin discovered electricity, but it was the man who invented the meter that really made the money! Company Profile Introduction to RBKMUL: RBKMUL is one of the member milk union among 13 unions in the Karnataka state and functioning at Middle level between the Dairy Co-operative Societies (DCS) member and Karnataka Milk Federation (KMF) where the milk procurement, pasteurization, processing and marketing is taking place. Karnataka Milk Federation Karnataka Milk Federation (KMF) sells products by the name of Nandini. They are famous for taste and quality. Nandini sweets like pedha, jalebi, paneer, curds and milk are consumed by thousands of people in India. As the name suggests it is the federation of milk producers association working on cooperative principles. Almost every district in Babasabpatilfreepptmba.com 12
    • Consumer Perception towards Nandini Milk state of Karnataka has milk producing co-operatives. The milk is collected from farmers who are its members, processed and sold in the market by the brand of Nandini. HISTORY OF KMF The Karnataka diary development corporation was established in the year 1975 under the World Bank assistance. The main objective was to organize the Anand pattern milk co- operative societies and there by helping the farmers to increase the milk production by getting technical input services and procuring the milk, procured by them around the year. In order to process and market the milk so collected, diaries and chilling centers where established in the southern part of Karnataka subsequently I the year 1984. It was converted into Karnataka milk federation (KMF). The KMF is the apex body according to National Development Board (NDDB). Objectives: 1. To propose plan & organize programs for the purpose of the development of dairy & their agriculture based & attired & biological on an intensive & national wide basis & to render assistance in the implementation of such program. 2. To adopt the co-operative strategy a more affective manner on an intensive manner on an intensive & national wide basis and to take such steps as may be a necessary for the purpose before said. 3. To facilitate research & promotional activities in the field of dairying immensely animal husbandry, agriculture & horticulture. 4. To import technological know how to such organization in the co-operative or public sector as are engaged in the production preservation or milk marketing of milk products. Babasabpatilfreepptmba.com 13
    • Consumer Perception towards Nandini Milk 5. To function as a channelising agency for the import & export of the milk & milk production & of the milk animals or bulls. Karnataka Cooperative Milk Producers Federation Limited: Karnataka Milk Federation is the Apex Body in Karnataka representing Dairy Farmers Co-operatives. It is the third largest dairy co-operative amongst the dairy cooperatives in the country. In South India it stands first in terms of procurement as well as sales. One of the core functions of the Federation is marketing of Milk and Milk Products. The Brand ‘Nandini’ is the household name for Pure and Fresh milk and milk products. KMF has 13 Milk Unions throughout the State which procure milk from Primary Dairy Cooperative Societies (DCS) and distribute milk to the consumers in various Towns/Cities/Rural markets in Karnataka. • The first ever World Bank funded Dairy Development Program in the country started in Karnataka with the organization of Village Level Dairy Co-operatives in 1974. The AMUL pattern of dairy co-operatives started functioning in Karnataka from 1974-75 with the • Financial assistance from World Bank, Operation Flood II & III. The dairy co- operatives were established under the ANAND pattern in a three tier structure with the Village Level Dairy Co-operatives forming the base level, the District Level Milk Unions at the middle level to take care of the procurement, processing and marketing of milk and the Karnataka Milk Federation as the Apex Body to co- ordinate the growth of the sector at the State level. • OBJECTIVES OF KMF: Babasabpatilfreepptmba.com 14
    • Consumer Perception towards Nandini Milk • The Karnataka Milk Federation is a co-operation apex body in the state of Karnataka for representing diary farmer’s organization and also implementing diary development activities to achieve the following objective. • Providing assured and remunerative market for all the milk produced by the farmer members • Providing hygienic milk to urban consumers. • To build village level institution in cooperative sector to manage dairy activity. • To ensure providing of milk production inputs processing facilities disseminations up know how. • To facilitate rural development by providing opportunities for self employment at village level preventing migration to urban areas introducing cash economy and opportunity for steady growth. 13 Milk Unions of KMF 1. Bangalore Milk Union 2. Belgaum Milk Union 3. Bellary Milk Union 4. Bijapur Milk Union 5. D K Milk Union 6. Dharwad Milk Union 7. Gulbarga Milk Union 8. Hassan Milk Union 9. Kolar Milk Union 10. Mandya Milk Union 11. Mysore Milk union 12. Shivmogga Milk Union Babasabpatilfreepptmba.com 15
    • Consumer Perception towards Nandini Milk 13. Tumkur Milk Union THE GROWTH PROCESS The growth over the years and activities undertaken by KMF is summarised briefly hereunder: 1976-77 2007-2008 Dairy Co-operatives Nos 416 11063 Membership Nos 37000 1956163 Milk Procurement Kgs/day 50000 3025940 Milk Sales Lts/day 95050 2129790/:1.77LKPD Cattle Feed Consumed Kgs/DCS 220 3010 Daily Payment to Farmers Rs.Lakhs 0.90 342 Turnover Rs.Crores 2707.00World Bank Study – Observations The World Bank, in its study on the effect of Co-operative dairying in Karnataka, haspointed out that:  The villages with Dairy Co-operative Societies are much better off than those without.  The families with dairy cattle are economically better than those without dairy cattle.  Women who had no control on the household income have better control in terms of Milk Money  A single commodity “MILK” has acted as a catalyst in the change in the Socio-Economic impact of the rural economy.  There is a positive impact on those at the lower end of the economic ladder both in terms of landholding and caste. Babasabpatilfreepptmba.com 16
    • Consumer Perception towards Nandini MilkPERSPECTIVE PLAN 2010 After the closure of OF-III project. Government of Karnataka and NDDB signed anMOU during February 2000, for further strengthening the Dairy Development Activities inKarnataka with an outlay of Rs.250 Crores. Consequent to the announcement of new lendingterms and conditions by NDDB through an evolution of an action plan - Perspective 2010 toenable the dairy cooperatives to face the challenges of the increased demand for milk andmilk products by focusing efforts in the four major thrust areas of Strengthening theCooperatives. Enhancing Productivity, Managing Quality and building a NationalInformation Network, plans are under implementation. The 4 Milk Unions viz., Dharwad,Tumkur, Bijapur and Gulbarga that were having accumulated losses were included forrehabilitation program under the Centrally Sponsored Scheme "Assistance to Cooperatives"which is also under implementation. UNITS OF KMF:  KMF has the following Units functioning directly under its control:  Mother Dairy, Yelahanka, Bangalore.  Nandini Milk Products, KMF Complex, Bangalore.  Cattle Feed Plants at Rajanukunte/Gubbi/Dharwad/Hassan  Nandini Sperm Station (formerly known as Bull Breeding Farm & Frozen Semen Bank) at Hessaraghatta  Pouch Film Plant at Munnekolalu, Marathhalli  Central Training Institute at KMF Complex, Bangalore.  Quality Control Lab at KMF Complex, Bangalore. CATTLE FEED PLANTS Babasabpatilfreepptmba.com 17
    • Consumer Perception towards Nandini Milk To supply 3 varieties of balanced Cattle Feed & Mineral Mixture, Karnataka Milk Federation owns Four Cattle Feed plants with installed capacity of 500 MTs per day and is manufacturing 10,000 MTs Cattle Feed on an average per month. Present utilisation of the plants on an average is 80%. The plants are located at Rajanukunte, Gubbi, Dharwad and Hassan which are all ISO Certified Plants. DEMPO DAIRY INDUSTRIES LIMITED: The Dempo Dairy Industries Limited, a sick unit Under the BIFR with a dairy at Aasangi, was taken over by KMF in 1993 under financial assistance from NDDB and GOK. The Plant is today an ISO-2000 certified plant. The Dairy has a Powder Plant with a capacity of drying 1.0 Lakh litres per day. The plant mainly produces Butter, Skimmed Milk Powder and Ghee. Apart from selling the products under the Nandini brand, it still sells products under the brand name Bounce (of the erstwhile Dempo Dairy Industries Ltd.) in Goa and Bombay. MOTHER DAIRY (An ISO - 9002 and HACCP IS 15000 Certified Only Dairy in South India)· Mother Dairy, Bangalore, a Unit of KMF, is set up by NDDB on 7.12.1984. The Dairy has a unique nature of homogenizing the milk and selling to its consumers through 92 Automatic Bulk Vending Booths and 92 FRP tanks. The Dairy also caters Milk in sachets and Milk Products through its 289 retailers. The average sale of milk per day is 2.08 Lakh litres during the year 2005-06. The entire requirement of milk is procured from Kolar Milk Union. The Dairy produces Butter, Ghee, Curds, Ice Cream & Skim Milk Powder. The activities of all the Departments at Babasabpatilfreepptmba.com 18
    • Consumer Perception towards Nandini Milk Mother Dairy are being carried out through an on-line computer system. ICE CREAM PLANT: Mother Dairy has an Ice Cream Plant of 3000 Litres per day capacity which was expanded to 10000 liters. Day during Feb.2006. The plant started functioning from October 1997, producing Ice cream under Amul brand name as well as Nandini brand name. An Ice Cream sale on an average during 2006 is 8000 liters per day. POWDER PLANT: Mother Dairy has a Powder Plant with a capacity of 30 Tons/day commissioned on 16.10.2002. Surplus milk from Bangalore, Kolar, Mysore, Mandya, Tumkur, Hassan is received for conversion. NANDINI MILK PRODUCTS (NMP): With the main objective of supplying nutritious milk to the under-privileged through the Women and Child Welfare Department, the erstwhile Miltone Project was started during the year 1973 under assistance from Government of Karnataka. Out of 80,000 beneficiaries, mainly children, more than 70% belonged to Scheduled Caste and Scheduled Tribe. The production of Groundnut protein enriched Miltone, which was started in year 1973, was discontinued and Sterilized Flavored Milk was introduced in its place during the year 1992. The Miltone Project was renamed as "Nandini Milk Products" in the year 1995 with specialized production of sweet-based milk products, Sterilized Flavored Milk, Paneer, Khova etc. Mysore Pak, Premium Cashew Burfi, Premium Badam Burfi are very popular with Babasabpatilfreepptmba.com 19
    • Consumer Perception towards Nandini Milk the consumers who are highly appreciative of these quality milk products at a reasonable cost. Nandini Badam Powder, introduced during January 2000, is being exported to Singapore in 200 gm packs. Badam Powder in 10 gms pouches was also introduced during September 2002. Babasabpatilfreepptmba.com 20
    • Consumer Perception towards Nandini Milk POUCH FILM PLANT: During the year 1995-96, due to inconsistency in terms of supplies and qualities of Milk Packing Film by suppliers, KMF decided to establish a Pouch Film Plant as backward integration. The Project Report was prepared by Institute of Rural Management, Anand. The project was established during 1997 with the help of National Co-operative Dairy Federation of India and Central Institute of Plastics Engineering & Technology (CIPET), Mysore, as technical consultant. The Project investment made was Rs.393.36 lakhs. Pouch Film Plant is situated in Marathally, HAL Road which is about 15 kms from Bangalore Bus Station. Present demand for Pouch Film of KMF Units and Member Unions is 3600 MTs per annum. The Pouch Film Plant began its commercial production since 1997-98. The Total Plant capacity is 1200 tons per annum. The film is being supplied to all the Member Unions & KMF Units based on their requirement & schedule. MILK - ESSENTIAL FOR NOURISHMENT: Milk is natures ideal food for infants and growing children in our country, except in rare cases of lactose intolerance. The important place milk occupies in our diet has been recognized since Vedic times, and all modern research has only supported and reinforced this view. In fact, milk is now considered not only desirable but essential from the time the child is born. The baby is recommended to be breast-fed until it is weaned and thereafter given cow/buffalo/goat/sheep or similar domesticated mammals milk till he or she reaches 12 years of age. Babasabpatilfreepptmba.com 21
    • Consumer Perception towards Nandini Milk The National Institute of Nutrition has recommended a minimum of 300 Gms daily intake of milk for children between 1-3 years of age and 250 Gms for those between 10-12 years, if they are vegetarian, and 250 Gms and 200 Gms for the same age groups of non- vegetarian children. In our country, most such adults consume milk only as whiteners for tea and coffee, some dahi or buttermilk. WHAT IS MILK? Milk may be defined as the whole, fresh, clean, lacteal secretion obtained by the complete milking of one or more healthy milky animals, excluding that obtained within 15 days before or 5 days after calving or such periods as may be necessary to render the milk practically colostrums-free and containing the minimum prescribed percentages of milk fat and milk-solids-not-fat. In India, the term milk, when unqualified, refers to cow or buffalo milk, or a combination of the two. CHEMICAL COMPOSITION OF MILK (%): Wat Fat Prote Lacto A Sl.No. Species er in se sh 0. 1 Cow 86.6 4.6 3.4 4.9 7 Buffalo 0. 2 84.2 6.6 3.9 5.2 es 8 Future Vision of KMF: To consolidate the gains of Dairying achieved in the state of Karnataka and with a view of efficiently chill, process and market ever developing and increasing milk procurement with an utmost emphasis on the quality and in the process conserve the Socio-Economic interest of rural milk producers. Mission Statement of RBKMUL: The Mission of RBKMUL is to provide timely technical facilities to members of Dairy Co-operatives Society and collection of good quality milk from the members by paying Babasabpatilfreepptmba.com 22
    • Consumer Perception towards Nandini Milk remunerative price and holds the responsibility of Supplying good quality milk and milk products to its customers by maintaining the Economic stability of the Union. Board of Directors in RBKMUL: S.Timmareddy Chairman (Nominated) Somshekar reddy Director B.Suryanaryan Murty Director G.Satyanarayan Director Tulasi Director M.Satyanarayan Director Nagangouda Director K.Timmareddy Director Janaki Director Satyavati Director Sudhapranesh Director (N) Hanmantappa Director (N) Objectives of the Organization: • To improve the customer satisfaction index. • Conservation of Natural Resources and energy by adopting energy management system for cost effectiveness. • Improve the quality of milk received from chilling centre bulk coolers. • To provide assured technical support to members of Dairy Co-operative Societies. • To provide good quality of milk and milk products to consumers. • To build village institution Co-operative sector to manage the Dairy activities. Babasabpatilfreepptmba.com 23
    • Consumer Perception towards Nandini Milk Areas of Operation: RBKMUL is one of the well established Dairy; the Dairy operates its business in three Districts at north side of Karnataka. 1. Raichur District. 2. Bellary District 3. Koppal District Details about Raichur District: No. of Registered No of Functional Milk Collection inTalukas of Raichur Societies Societies Kgs (Per Day)Raichur 20 10 1047Manvi 49 36 5497Sindhanoor 85 43 13597Devadurga 06 00 00Lingasugur 01 00 00Total 161 89 20141 Bellary District: Talukas of Bellary Regd. Societies No.of functional Milk collection in Societies Kgs/day Bellary 58 26 412 Siruguppa 59 24 2266 Hospet 24 05 529 14 01 206 Sandur Kudligi 51 30 4558 H.B halli 36 34 6693 Babasabpatilfreepptmba.com 24
    • Consumer Perception towards Nandini Milk H. Hadagli 42 25 4876 Total 284 145 19540 Koppal District: Taluks Regd. Societies No. of Functional Milk collection in Societies Kgs/day Koppal 36 19 2206 Gangavati 61 37 9765 Yalburga 21 27 2006 Kustagi 17 07 542 Total 135 90 14519 Bellary Milk Union is marketing milk in Bellary, Koppal, and Raichur Districts through a network of 500 agents, 11 milk parlors and 21 govt. institutions. The average sale during the year 2008-09 is 90568 LPD. The total demand for liquid milk in the urban areas of milk union has been estimated at 1.90 lakhs LPD based on population, the union’s market share is around 47.7%. The private brand share is around 39% in the packet milk share. Loose milk sale is estimated approximately 0.75 lakhs LPD by vendors sourcing milk from near by villages. DEPARTMENTS OF THE RBKMUL: There are five Departments in RBKMUL they are, 1. Milk Procurement and input section. 2. Purchase Department. 3. Production Department. Babasabpatilfreepptmba.com 25
    • Consumer Perception towards Nandini Milk 4. Administration Department. 5. Finance Department. 6. Marketing Department. Babasabpatilfreepptmba.com 26
    • Consumer Perception towards Nandini Milk Manager Technical input Procurement wing wing Deputy Manager Deputy Manager Assistant manager Assistant manager Extension officers Clerks Clerks Helpers Organization chart of procurement and input department The union carries procurement by setting up co-operative societies at village level. Later milk is collected in the chilling center, milk collected from the milk center, is first tested, there are milk testing equipments for this purpose. Then a survey on availability of transportation facilitates and productive capacities of villages are conducted. If the marketable surplus is more than 150 litters per day, a society is formed; further 10 promoters selected from village and are given responsibility of collecting the capital for society selling shares. Procurement is done twice a day and payment is made on the basis of percentage of the content Fat and SNF in the milk After this milk is sent to unions chilling center, whichever is near. At the chilling center, milk is chilled up to 4 degree Celsius. Letter this chilled milk is to sent to union insulated tankers for further processing. The main function of this department is to procure milk from different areas throughout the year Babasabpatilfreepptmba.com 27
    • Consumer Perception towards Nandini Milk PRODUCTION DEPARTMENT: Production department is the main department wherein the raw material is converted into finished into products. At RBKMUL production department is well planned & adequately equipped manufacturing set up where the entire necessary infrastructure is available. The quality of the product is also dependant on the production procedure. In RBKMUL the raw milk is processed to form the good quality of milk. During the processing the milk is differentiated depending on the contract of FAT & SNF (Solids Not Fat) The different types of milk different in quality are TYPES OF MILK FAT SNF Full Cream Milk 6% 9% Toned Milk 3% 8.5% Standardized milk 4.5% 8.5% Full Cream Milk 6% 9% Shubham milk 6% 9% . Babasabpatilfreepptmba.com 28
    • Consumer Perception towards Nandini Milk Organization chart of production department: MANAGER Deputy manager Office staff Assistant Assistant manager Assistant (stores) (account) Technical officer Clerk Typist Senior supervisor Junior supervisor Dairy operation Dairy technician Dairy worker The structure of production department in RBKMUL. Raichur Unit Babasabpatilfreepptmba.com 29
    • Consumer Perception towards Nandini Milk • Dairy Supervisor • Senior technician • Quality control dept • Packing dept PRODUCTION PROFILE: The Raichur Bellary Koppal Milk Union Limited Raichur is producing the Milk and curd products. Nandini Toned milk Shubham Milk Nandini curd In RKBMUL the raw milk is processed to form the good quality of milk during the processing the milk is differentiating depending on the content of fat and SNF (solids not fat). The different types of milk with difference in quality are: TYPES OF MILK CONTENT Fat (in %) SNF (in %) Toned milk 3.0 8.5 Shubham Milk 5. 9. OBJECTIVES OF THE PRODUCTION DEPARTMENT: Babasabpatilfreepptmba.com 30
    • Consumer Perception towards Nandini Milk 1. Maintain the standard quality of the product. 2. Keep the customer satisfaction by qualified products. 3. Cleanliness. FUNCTIONS OF PRODUCTION DEPARTMENT: 1. Chilling the milk. 2. Pasteurizations of milk. 3. Package & store the milk in the stores at 4°C FLOW CHART OF PRODUCTION PROCESS Babasabpatilfreepptmba.com 31
    • Consumer Perception towards Nandini Milk COLLECTION OF MILK CHILLING OF RAW MILK CHILLED MILK STORAGE PASTEURIZATION STANDARDIZATION PACKING STORAGE MARKETING DEPARTMENT AND FINANCE DEPARTMENT NUMBER OF EMPLOYEES DESIGNATION 01 Deputy Manager 01 Marketing Officer 01 Account assistant 01 Administration Assistant 01 Marketing consultant 01 Security guard 01 Computer operator Babasabpatilfreepptmba.com 32
    • Consumer Perception towards Nandini Milk Functions: • Checking daily sales as per the respective agents. • Finding new areas where there is demand for milk • Issue tenders and receiving application for opening for new parlors and agencies. • Fixing/organizing milk distribution routs • Sending of milk/milk products are per the indents. • Attending complaints from the agents. • Meeting agents to solve their problems. • Maintaining up date records of milk/milk products sale agents arise/institutional wise. • Draws new advertising strategy. • Financial department Collect the cash from dealers. Annual Marketing Plan: The Annual Marketing plan (AMP) 2009-10 is aiming at achieving the sales target of 1.01 Lakhs LPD by way of market coverage, market penetration and milk marketing extension work by field marketing staff with assumption that the quality of market milk will be improved on a continuous basis. Annual marketing plan is prepared in order to achieve the sales target by various marketing strategies, market interventions and sales promotional efforts with financial implications to be evolved in the form of an annual marketing plan to be implemented by the marketing staff of RBKMUL. Babasabpatilfreepptmba.com 33
    • Consumer Perception towards Nandini Milk Objectives of Annual Marketing Plan: a. The basic objectives of preparation of AMP is to evolve the Union’s sales and marketing strategies during year 2009-10 with the ultimate aim of increasing the sales volume by fulfilling customer satisfaction, customer relation and loyalty. The greatest challenge of sales and milk marketing of the union is to keep up wit the inevitable and constant changes in market place with the continuous entry of competitors and with the customers’ changing needs and wants in terms of milk product quality and services associated with its delivery and availability. It provides an insight into apply the best milk marketing practices in developing sales and marketing strategies and translating market changes into business opportunities. Priorities and key objectives of RBKMUL during 2009-10 1. To keep a close watch on the customer needs and expectations on a continuous basis. 2. Studying as to what affects the RBKMUL in the outside marketing environment. 3. Re positioning milk and its products and redefining services in the market. 4. Managing advertisement campaign, direct marketing, publicity, special events etc.. 5. Satisfying, retaining and building loyal customer through Customer Relationship Management 6. Motivating the field marketing team through training. 7. Developing appropriate and area specific channel of distribution of milk and milk products 8. Controlling and measuring the financial implications of sales and marketing extension activities. Babasabpatilfreepptmba.com 34
    • Consumer Perception towards Nandini Milk SWOT Analysis of “RBKMUL” Strengths • Strong Brand value and reliability • Highest market share among the organized brands in packed milk market segment • Strong distribution of network and better reach • Good infrastructure facility compared to competitors • Consistency in quality and timely supply of milk Weakness: • Majority of Nandini dealers are not loyal • Sales based on agents indent • Miss match between consumers expectation in terms of quality • No established system for Consumer Grievance Redressal Opportunities • A large market with a good potential for liquid milk • Growing industrial and institutional demand for Nandini milk • Good scope in opening milk parlors at all Taluks and prime location in the district head quarters • Milk delivery can be improved by introducing more and more TCD System at Bellary ,Raichur, And Hospet cities to meat the market demand Threats • High margin paid to retailers by competitors • Flexibility in trade policy by the competitors • Strong door delivery system of loose milk vendors Babasabpatilfreepptmba.com 35
    • Consumer Perception towards Nandini Milk Major Competitors of the RBKMUL: As per Business market major players in this region are, Arokya, Vijaya, TejaGold, Ksheera, Krishna and local loose milk sellers. According to the survey I made in Maddipet area of Raichur, most of the customers are using Non Nandini brands either Arokya, Teja or loose milk. The common reason I found that Nandini milk is containing excess amount of water compare to others. When I discussed about this with marketing manager, he told that most of the Nandini retailers are not loyal and they are promoting other brands because they offer more margin to them than Nandini and its variants. Babasabpatilfreepptmba.com 36
    • Consumer Perception towards Nandini Milk Research Methodology:Topic Of the study: “Consumers’ perception towards Nandini milk”.Research Objectives: • To determine Consumers’ perception towards Nandini milk. • To Study the effectiveness of service offered by Nandini. ( Quality, Price, Door delivery) • To know the awareness level of Nandini • To understand consumer buying behavior of consumers. • To understand and study the impact of competitors on customers of Nandini milk. Need of the study: Try to know the reasons for declining Nandini sales although having good brand name in the market and to understand the consumers’ changing buying behaviour which may help the company to promoting its sales through new and effective strategies hence repositioning milk and milk products and re defining services in the market. Scope of the study: • The scope of the project is to know the consumers’ perception towards Nandini in recent trends. • The study will help the company to understand the behavior of individual while purchasing milk. • The study will help the company to know the expectation of company. • The study will help the company to make strategies to improve their services to meet customers’ expectation. • Scope of my study is restricted only to Raichur city Babasabpatilfreepptmba.com 37
    • Consumer Perception towards Nandini Milk Limitations of the study: • Time limitation of 3 weeks. • Limited area of survey. • Customers’ lack of interest while giving true feedback. Sampling and the Testing of hypothesis: For this research study I have chosen 100 customers as a sample size, among these 30 for pilot study. My sample unit will be 2 to 3 area’s of Raichur city. My sampling elements will be existing and non existing customers.Review of earlier projects: In many earlier projects the competitors’ effect and excess content of water in the Nandini milk were the major reasons for decreasing its sales. As per the previous surveys, irregularity in delivery of milk, bad smell and availability of small pouches i.e. 100 ml in Non Nandini brands made them to shift their brand from Nandini to others.Data Collection Methods: The information necessary for this research study is collected by tapping primary and secondary sources. The sources are as follows: Primary Sources: a) Questionnaire b) Personal interaction Secondary Sources: a) Company Websites. b) Related Information from Internet c) Company Reports. Babasabpatilfreepptmba.com 38
    • Consumer Perception towards Nandini Milk SAMPLING PROCESS: • Population: Customers from the Raichur city. • Sampling frame: Nijalingappa colony, Venkateshwar colony, Mouleshwar chowk areas in Raichur. • Sampling unit: House wives, Professionals. • Sampling size: 100 units. • Sampling method: Convenience Sampling Measurement and Analysis Techniques Using SPSS software The measurement and evaluation of the data is done using statistical tools andtechniques such as:- • Simple percentage method • Graphical representation Using data code sheet. Babasabpatilfreepptmba.com 39
    • Consumer Perception towards Nandini Milk Hypothesis testing: For this Survey I have chosen 100 as a sample size, among this 30 as a pilot study and in this sample size of the consumers Feel Nandini will enhance richness to Tea/Coffee 30% of 100 sample size is considered for pilot study. 100*30/100=30 Out of 30 respondents 18 respondents feel that Nandini will enhance richness to Tea/Coffee 18/30= 0.60 0.60*100= 60% Then My Null and alternative hypothesis are, H0>= More then are Equal to 60% of respondent may say it will enhance richness. H1<. Then 60% of respondent may not say it will enhance richness. N=total sample size is 100. P= .60 .60 (1-.60) Standard error= 100-1 = .60 X . 40 99 S = 0.049 Babasabpatilfreepptmba.com 40
    • Consumer Perception towards Nandini Milk Po= 57/100 = 0.57 Z= Po-P/S 0.57-0.60/0.049 = 0.612 Conclusion: Accept Ho because it falls under the confidence level i.e. 1.64 it states that more than 60% of respondents feel Nandini will enhance richness to Tea/Coffee. Babasabpatilfreepptmba.com 41
    • Consumer Perception towards Nandini MilkData analysis and interpretation: Frequencies Statistics Are you aware of Nandini products N Valid 100 Missing 0 Are you aware of Nandini products Cumulative Frequency Percent Valid Percent Percent Valid yes 100 100.0 100.0 100.0 Are you aware of Nandini products 120 100 80 60 40 Frequency 20 0 yes Are you aware of Nandini products Analysis: 100% of the respondents are aware of Nandini milk. Babasabpatilfreepptmba.com 42
    • Consumer Perception towards Nandini Milk Interpretation: From the above data it can be said that almost all know about Nandini milk.Frequencies Statistics How do you come to know about Nandini milk N Valid 100 Missing 0 How do you come to know about Nandini milk Cumulative Frequency Percent Valid Percent Percent Valid Televison 19 19.0 19.0 19.0 Newspaper 16 16.0 16.0 35.0 Banners 16 16.0 16.0 51.0 Friends and others 49 49.0 49.0 100.0 Total 100 100.0 100.0 How do you come to know about Nandini milk 60 50 40 30 20 Frequency 10 0 Televison New spaper Banners Friends and others How do you come to know about Nandini milk Analysis: Nearly 50% of respondents came to know Nandini milk by friends andothers, 19% by T.V and 32% by both banners and news papers. Babasabpatilfreepptmba.com 43
    • Consumer Perception towards Nandini Milk Interpretation: We can say half of the respondents know Nandini by Friends and relatives.Frequencies Statistics Which brand of milk yor are consuming N Valid 100 Missing 0 Which brand of milk yor are consuming Cumulative Frequency Percent Valid Percent Percent Valid Arokya 8 8.0 8.0 8.0 Nandini 45 45.0 45.0 53.0 Teja Gold 18 18.0 18.0 71.0 Vijaya Gold 12 12.0 12.0 83.0 Any other 17 17.0 17.0 100.0 Total 100 100.0 100.0 I Which brand of milk yor are consuming Arokya Any other Vijaya Gold Nandini Teja GoldAnalysis: Out of the 100 respondents 45 are consuming Nandini milk, remaining 55 areusing other brands like Teja (18), Vijaya (12), Arokya (8) and 17 others.Interpretation: A major part respondents are using Nandini milk. Babasabpatilfreepptmba.com 44
    • Consumer Perception towards Nandini Milk Frequencies Statistics Which of the following factors influences to choose the brand ? N Valid 100 Missing 0 Which of the following factors influences to choose the brand ? Cumulative Frequency Percent Valid Percent Percent Valid Price 12 12.0 12.0 12.0 Quality 55 55.0 55.0 67.0 taste 22 22.0 22.0 89.0 Availability 11 11.0 11.0 100.0 Total 100 100.0 100.0Which of the following factors influences to choose the brand ? Availability taste Price Quality Analysis: The quality factor of 55%, taste factor 22%, price 12% and availability 11% influences in choosing the brand. Babasabpatilfreepptmba.com 45
    • Consumer Perception towards Nandini Milk Interpretation: Quality and taste factors (77%) play the major role while choosing a brand Frequencies Statistics have you ever used nandini milk ? N Valid 100 Missing 0 have you ever used nandini milk ? Cumulative Frequency Percent Valid Percent Percent Valid yes 96 96.0 96.0 96.0 no 4 4.0 4.0 100.0 Total 100 100.0 100.0 have you ever used nandini milk ? 120 100 80 60 40 Frequency 20 0 yes no have you ever used nandini milk ? Analysis: 96% of respondents are used Nandini milk. Only 4% of them have not used Nandini yet. Babasabpatilfreepptmba.com 46
    • Consumer Perception towards Nandini Milk Interpretation: Out of 100 respondents 55 are not consuming Nandini milk, in that 55 more than 50 have used Nandini once. Frequencies Statistics What is your opinion about Nandini milk ? N Valid 100 Missing 0 What is your opinion about Nandini milk ? Cumulative Frequency Percent Valid Percent Percent Valid Costly 15 15.0 15.0 15.0 cheap 18 18.0 18.0 33.0 Very costly 5 5.0 5.0 38.0 Average 62 62.0 62.0 100.0 Total 100 100.0 100.0 What is your opinion about Nandini milk ? Costly cheap Average Very costly Babasabpatilfreepptmba.com 47
    • Consumer Perception towards Nandini Milk Analysis: 62% of respondents feel Nandini price is average, 18% feels it as cheap and remaining 20% feels it as a costly. Interpretation: About 80% of respondents feel Nandini price is OK. Frequencies Statistics Quality of Nandini N Valid 100 Missing 0 Quality of Nandini Cumulative Frequency Percent Valid Percent Percent Valid Good 24 24.0 24.0 24.0 Average 56 56.0 56.0 80.0 Poor 20 20.0 20.0 100.0 Total 100 100.0 100.0 Quality of Nandini Poor Good Average Analysis: 24% of respondents feel Quality of Nandini is good, 56% feel its average and 20% feel it’s poor. Babasabpatilfreepptmba.com 48
    • Consumer Perception towards Nandini Milk Interpretation: 56% of respondents feel it’s not bad. Frequencies Statistics How do you rate Nandini milk in comparison with other brands ? N Valid 100 Missing 0 How do you rate Nandini milk in comparison with other brands ? Cumulative Frequency Percent Valid Percent Percent Valid Very Poor 5 5.0 5.0 5.0 Bad 12 12.0 12.0 17.0 Average 51 51.0 51.0 68.0 Good 28 28.0 28.0 96.0 Better 4 4.0 4.0 100.0 Total 100 100.0 100.0 How do you rate Nandini milk in comparison with other brands ? 60 50 40 30 20 Frequency 10 0 Very Poor Bad Average Good Better How do you rate Nandini milk in comparison with other brands ? Babasabpatilfreepptmba.com 49
    • Consumer Perception towards Nandini Milk Analysis: 51% says its average, 32% feel well and 17% says it’s not up to the mark. Interpretation: It shows that more than 65% of respondents not feels too good with comparing others. Frequencies Statistics Do you feel nandini milk enhance the richness of Tea/Coffee N Valid 100 Missing 0 Do you feel nandini milk enhance the richness of Tea/Coffee Cumulative Frequency Percent Valid Percent Percent Valid Yes 57 57.0 57.0 57.0 No 43 43.0 43.0 100.0 Total 100 100.0 100.0 Do you feel nandini milk enhance the richness of Tea/Coffee 60 50 40 30 20 Frequency 10 0 Yes No Do you feel nandini milk enhance the richness of Tea/Coffee Analysis: 57% of respondents say Nandini will enhance richness to Tea/Coffee and 43% says its not. Babasabpatilfreepptmba.com 50
    • Consumer Perception towards Nandini Milk Interpretation: More than 57 respondents agree Nandini will enhance richness to Tea/coffee. Frequencies Statistics How much are you satisfied with the taste of Nandini milk ? N Valid 100 Missing 0 How much are you satisfied with the taste of Nandini milk ? Cumulative Frequency Percent Valid Percent Percent Valid 0 to 30 H.dissatisfied 1 1.0 1.0 1.0 40 to 70 Satisfied 59 59.0 59.0 60.0 80 to 100 H.satisfied 40 40.0 40.0 100.0 Total 100 100.0 100.0 How much are you satisfied with the taste of Nandini milk ? 80 to 100 H.satisfie 0 to 30 H.dissatisfi 40 to 70 Satisfied Analysis: 40% of respondents are highly satisfied of Nandini and 59% feel its average. Babasabpatilfreepptmba.com 51
    • Consumer Perception towards Nandini Milk Interpretation: Most of responses fall within highly satisfied and satisfied range. Frequencies Statistics Thickness N Valid 100 Missing 0 Thickness Cumulative Frequency Percent Valid Percent Percent Valid Very bad 2 2.0 2.0 2.0 bad 22 22.0 22.0 24.0 Average 62 62.0 62.0 86.0 Good 13 13.0 13.0 99.0 better 1 1.0 1.0 100.0 Total 100 100.0 100.0 Thickness better Very bad Good bad Average Analysis: 62% of respondents say thickness of Nandini milk is average, 22% of them says it’s bad and 2% feels it’s too bad. Babasabpatilfreepptmba.com 52
    • Consumer Perception towards Nandini Milk Interpretation: Only about 13% of respondents feel thickness of Nandini is good. Frequencies Statistics Smell N Valid 100 Missing 0 Smell Cumulative Frequency Percent Valid Percent Percent Valid Very bad 5 5.0 5.0 5.0 Bad 34 34.0 34.0 39.0 Average 46 46.0 46.0 85.0 Good 12 12.0 12.0 97.0 Better 3 3.0 3.0 100.0 Total 100 100.0 100.0 Smell Better Very bad Good Bad Average Analysis: 46% feels smell of Nandini is average, 39% says its bad and only 15% feels it’s good. Babasabpatilfreepptmba.com 53
    • Consumer Perception towards Nandini Milk Interpretation: Most of the customers are not happy with the smell of the Nandini.Frequencies Statistics Availability/Delivery N Valid 100 Missing 0 Availability/Delivery Cumulative Frequency Percent Valid Percent Percent Valid Very bad 1 1.0 1.0 1.0 Bad 5 5.0 5.0 6.0 Average 52 52.0 52.0 58.0 Good 33 33.0 33.0 91.0 Better 9 9.0 9.0 100.0 Total 100 100.0 100.0 Availability/Delivery 60 50 40 30 20 Frequency 10 0 Very bad Bad Average Good Better Availability/DeliveryInterpretation: 52% of respondents say availability of Nandini is average, 33% feels itsgood 9% says better only 6% says it’s poor.Analysis: the above data shows that availability factor is not a problem for Nandini. Babasabpatilfreepptmba.com 54
    • Consumer Perception towards Nandini Milk Frequencies Statistics packing N Valid 100 Missing 0 packing Cumulative Frequency Percent Valid Percent Percent Valid Bad 16 16.0 16.0 16.0 Average 49 49.0 49.0 65.0 Good 30 30.0 30.0 95.0 Better 5 5.0 5.0 100.0 Total 100 100.0 100.0 packing 60 50 40 30 20 Frequency 10 0 Bad Average Good Better packing Analysis:49% of respondents says packaging is average, 30% feels its good 16% of them says it is poor and 5 0f them feels its too good. Babasabpatilfreepptmba.com 55
    • Consumer Perception towards Nandini Milk Interpretation: More than 80% of the respondents are do not have complaint in packaging of Nandini. Frequencies Statistics For health N Valid 100 Missing 0 For health Cumulative Frequency Percent Valid Percent Percent Valid Bad 4 4.0 4.0 4.0 Average 50 50.0 50.0 54.0 Good 41 41.0 41.0 95.0 Better 5 5.0 5.0 100.0 Total 100 100.0 100.0 For health Better Bad Good Average Analysis: 50% feels Nandini milk is average for health and 41% feels its good for health. 5% says its too good and only 4% not agree with it. Babasabpatilfreepptmba.com 56
    • Consumer Perception towards Nandini Milk Interpretation: Only 4% of respondents completely not agreed that Nandini is good for health. Frequencies Statistics Totaly are you satisfied with Nandini milk ? N Valid 100 Missing 0 Totaly are you satisfied with Nandini milk ? Cumulative Frequency Percent Valid Percent Percent Valid very bad 3 3.0 3.0 3.0 Bad 17 17.0 17.0 20.0 Average 47 47.0 47.0 67.0 Good 27 27.0 27.0 94.0 Better 6 6.0 6.0 100.0 Total 100 100.0 100.0 Totaly are you satisfied with Nandini milk ? Better Good very bad Bad Average Analysis: 47% of respondents neither satisfied nor dissatisfied with Nandini milk where 33% of them are satisfied remaining 20% not satisfied. Babasabpatilfreepptmba.com 57
    • Consumer Perception towards Nandini Milk Interpretation: about 67% of them are not completely satisfied with Nandini milk. 33% are totally satisfied. Frequencies Statistics Which size of packaging do you prefer more ? N Valid 100 Missing 0 Which size of packaging do you prefer more ? Cumulative Frequency Percent Valid Percent Percent Valid 250 ml 8 8.0 8.0 8.0 500 ml 79 79.0 79.0 87.0 1 Ltr 13 13.0 13.0 100.0 Total 100 100.0 100.0 Which size of packaging do you prefer more ? 1 Ltr 250 ml 500 ml Analysis: 79% of respondents prefer 500ml size, 13% prefers 1000 ml and only 8% prefers 250 ml size. Babasabpatilfreepptmba.com 58
    • Consumer Perception towards Nandini Milk Interpretation: Major portion of respondents i.e. 79% prefers half liter size and remaining prefers 1 liter and 250 ml. Frequencies Statistics Hoe do you differentiate with other brand in terms of N Valid 100 Missing 0 Hoe do you differentiate with other brand in terms of Cumulative Frequency Percent Valid Percent Percent Valid Quality 22 22.0 22.0 22.0 Service provide 15 15.0 15.0 37.0 Customer relation 9 9.0 9.0 46.0 Health conscious 43 43.0 43.0 89.0 Any other 11 11.0 11.0 100.0 Total 100 100.0 100.0 Hoe do you differentiate with other brand in terms of 50 40 30 20 Frequency 10 0 Quality Customer relation Any other Service provide Health conscious Hoe do you differentiate with other brand in terms of Babasabpatilfreepptmba.com 59
    • Consumer Perception towards Nandini Milk Analysis: 43% of respondents differentiate Nandini as health conscious with other brands 22% differentiates it by quality, 15% by service provided remaining with other reasons. Interpretation: most of the respondents differentiate Nandini milk by health conscious 43% and by quality 22% Frequencies Statistics At what extent the technology has influenced your buying behavior N Valid 100 Missing 0 At what extent the technology has influenced your buying behavior Cumulative Frequency Percent Valid Percent Percent Valid Most 8 8.0 8.0 8.0 Somewhat 25 25.0 25.0 33.0 Dont Know 63 63.0 63.0 96.0 Not 2 2.0 2.0 98.0 Any other 2 2.0 2.0 100.0 Total 100 100.0 100.0At what extent the technology has influenced your buying behavior Any other Not Most Somewhat Dont Know Babasabpatilfreepptmba.com 60
    • Consumer Perception towards Nandini Milk Analysis: 63% of respondents do not know whether technology has changed their buying behaviour, 25% feels some what it does and 8%says it influenced the most. Interpretation: Technology has not influenced buying behavior of the most of the customers. Frequencies Statistics Which brand comes to your mindwhen you think of milk ? N Valid 100 Missing 0 Which brand comes to your mindwhen you think of milk ? Cumulative Frequency Percent Valid Percent Percent Valid Arokya 11 11.0 11.0 11.0 Nandini 65 65.0 65.0 76.0 Teja gold 13 13.0 13.0 89.0 Vijaya 6 6.0 6.0 95.0 Any other 5 5.0 5.0 100.0 Total 100 100.0 100.0 Which brand comes to your mindwhen you think of milk ? Any other Vijaya Teja gold Arokya Nandini Babasabpatilfreepptmba.com 61
    • Consumer Perception towards Nandini Milk Analysis: For 65% of respondents says Nandini brand comes to their mind when they think of milk. Frequencies Statistics Reasons for the alternative brand. N Valid 100 Missing 0 Reasons for the alternative brand. Cumulative Frequency Percent Valid Percent Percent Valid Same price 9 9.0 9.0 9.0 Same quality 34 34.0 34.0 43.0 Same taste 16 16.0 16.0 59.0 Any other 40 40.0 40.0 99.0 5 1 1.0 1.0 100.0 Total 100 100.0 100.0 Reasons for the alternative brand. 5 Same price Any other Same quality Same taste Babasabpatilfreepptmba.com 62
    • Consumer Perception towards Nandini Milk Analysis: 34% respondents’ reason for alternative brand other than Nandini is same quality, 16% is same taste and 40% are other reasons like thickness, availability etc. Findings: • The customer awareness level towards Nandini milk is excellent because all the 100 respondents are aware of it. • From the aware respondents 45% of respondents are using Nandini milk. • Factors like Quality, taste and price influences more while choosing a brand respectively. • Only 24% of respondents feels quality of Nandini milk is good where 56% of are in- between good and bad. • Only 32% 0f respondents say Nandini milk is better with comparison of others. • 47% of respondents do not agree to that Nandini will enhance richness to Tea/coffee. • 40% of respondents feels that Nandini’ taste is good where 59% feels its average. • Only 13% of respondents are totally satisfied with the thickness of Nandini. • 39% of respondents feel Nandini milk is having bad smell. • More than 80% do not have any complaint regarding packaging of Nandini. • Only 4% feels Nandini is not good for health. • Only 33% of respondents are totally satisfied with the performance of Nandini milk. • Most of the respondents prefer 500 ml. size of packaging i.e. nearly 80%. • 43% of respondents differentiate Nandini as health conscious milk with other brands. • Out of 100 Nandini comes to 65 respondents’ mind when they think of milk. • More thickness, same taste and availability are the key reasons for alternative brand other than Nandini. Babasabpatilfreepptmba.com 63
    • Consumer Perception towards Nandini Milk Suggestions/Recommendations: o The Nandini brand is having trust in the market where it operates and still the market is open for acquire, Company may take advantage of it through advertisements. o The company may convince customers that due to less fat thickness of Nandini is less and that is good for health through advertisements/banners. o The company may keep one employee as Customer Relationship Executive. Who will co ordinates between customers and company and also with retailers who may promote Nandini milk effectively on regular basis. o Like Bangalore Union they may open Coin milk parlors at suitable places. o It will be better if the company takes some necessary actions to reduce bad smell o In addition to above these company can have close watch on customers to know their changing needs and wants. And also on competitors for benchmarking. . Babasabpatilfreepptmba.com 64
    • Consumer Perception towards Nandini Milk Conclusion: After interacting with the marketing officer and other employees of RBKMUL and the survey I made in Raichur city, Milk adulteration, lack of loyal retailers and unethical competitors who use harmful chemicals to increase thickness and durability to promote sales are the big threat to the Nandini milk. Although still Nandini is having good reputation and brand image for its factors like less price, health conscious and experienced player in the market. Babasabpatilfreepptmba.com 65
    • Consumer Perception towards Nandini Milk Appendices: Questionnaire on Marketing Survey. PERSONAL INFORMATION OF CUSTOMER Name: …………………………………. Age: ………….. Gender: Male…… Female:………… Qualification: Occupation: Income: Family size: No of Children below 12: Address Babasabpatilfreepptmba.com 66
    • Consumer Perception towards Nandini Milk Contact No: QUESTIONNAIRE1) Are you aware of Nandini milk? Yes No If Yes2) How did you come to know about Nandini milk? Televison Newspaper Banners Friends and others3) Which brand of milk are you consuming?  Arokya  Nandini  Teja gold  Vijaya gold  any other ……4) Which of the following factors influences you to choose the brand?  Price  Quality  Taste  Availability  Packaging  Any other ….. Babasabpatilfreepptmba.com 67
    • Consumer Perception towards Nandini Milk5) Have you ever used Nandini milk?  Yes No 6) What is your opinion about Nandini’s price Costly Cheap Very costly Average 7) Quality of Nandini milk Good Average Poor 8) How do you rate Nandini milk in comparison with other brands? Very poor Bad Average Good Better 9) Do you feel that Nandini milk enhance the richness of Tea/coffee? Yes No 10) How much are you satisfied with the taste of Nandini Milk? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Highly Satisfied High Dissatisfied satisfied Babasabpatilfreepptmba.com 68
    • Consumer Perception towards Nandini Milk 11) Rate the following factors with respect to Nandini milk. Thickness Very bad Bad Average Good Better Smell Very bad Bad Average Good Better Availability/Delivery Very bad Bad Average Good Better Packaging Very bad Bad Average Good Better For Health Very bad Bad Average Good Better 13) How do you rate Nandini milk with consideration of Durability? Very bad Bad Average Good Better Babasabpatilfreepptmba.com 69
    • Consumer Perception towards Nandini Milk 14) Totally are you satisfied with Nandini milk? Very bad Bad Average Good Better 15) Among the following which brand you prefer in Nandini & other brands rate the factors Rating Tast Quality Thickness Price Packaging Features e Nandini Any other brand Excellent =5 Very good =4 Good = 3 Bad = 2 Very bad =1 16) Which size of packaging do you prefer more? 1)100 ml 2) 250 ml 3) 500 ml 4) 1 liter. 17) How do you differentiate Nandini with other brand in terms of, (Mark any One) 1) Quality 2) Service provided 3) Customer relation 4) Health conscious 5) Any other …. 18) At what extent the technology has influenced your buying behavior  Most  Somewhat  don’t know  Not  Not at all 19) Which brand comes to your mind when you think of milk?  Arokya  Nandini Babasabpatilfreepptmba.com 70
    • Consumer Perception towards Nandini Milk Teja Gold  Vijaya  Any other …..20) Which will be your alternative brand of milk?  ……21) Reasons for the alternative brand.  Same price  same quality  same taste  any other ….22) Any suggestions for Nandini milk? … ………………………….. ……………………………... …………………………….. Thank you Babasabpatilfreepptmba.com 71
    • Consumer Perception towards Nandini Milk Bibliography: Books; 1. Principles of Marketing by Philip Kotler. 2. Marketing research by Parashuraman. 3. Consumer Behaviour by Paul Samuel. Websites: WWW.Kmfnandini.com WWW.NDDB.com Babasabpatilfreepptmba.com 72