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Consumer buying behavior @ srikrishna milk (p) ltd project report mba marketing


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Consumer buying behavior @ srikrishna milk (p) ltd project report mba marketing

Consumer buying behavior @ srikrishna milk (p) ltd project report mba marketing

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  • 1. SRIKRISHNA MILK (P) LTD ContentsSl. No. Titles Page No.I Chapter 1  Executive Summary  Introduction  Literature Review  Statement of the Problem  Purpose of the Study  Scope of the study  Objectives of the StudyII Chapter 2  Organization Profile  SRIKRISHNA MILK (P)LTD  Organization Chart  Sampling  Research Design  Data Collection Method  Measuring toolsIII Chapter 3  Results & discussion with Charts & graphs  Findings  SuggestionsIV Chapter 4  Appendix • Questionnaire  Bibliography  Weekly Reports BABASAB PATIL
  • 2. SRIKRISHNA MILK (P) LTDCONTENTS - Executive Summary - Introduction - Literature review - Purpose of the study - Scope of the study - ObjectivesEXECUTIVE SUMMARY BABASAB PATIL
  • 3. SRIKRISHNA MILK (P) LTD Sri Krishna Milk (p) ltd is known for the excellence of its quality and theDifferent type of milk products. Not only in North kanara all Karnataka and Goa also.The project was undertaken in SRI KRISHNA MILK (P) LTD Kirwatti, The studywas made to know ‘Consumer buying behavior and its impact on sales of KrishnaMilk’ at Haliyal”. As in depth study was made to understand the organization as a whole. Thestudy contains the profile of the company, organization chart, function ofDepartments etc. The information was collected through company guide & otherrelated materials like Questioners, website, company magazines etc. The main objective of study was to analyses from few years there has beenlow volume of sales and the consumers are adopting different brands rather than SriKrishna. Method of collecting primary data was through personnel interview(structured questionnaire) and secondary data has been collected through internet,observation, company manual, etc. For the purpose of the study’ Consumer buyingbehavior and its impact on sales of Krishna Milk’ at Haliyal” analyzed that includedall the requirements what the Sri Krishna Milk (p) ltd needed.. Depending on this suggestions mad & given idea’s to improve its Sales andimprove its market share of Sri Krishna Milk at Haliyal. BABASAB PATIL
  • 4. SRIKRISHNA MILK (P) LTDINTRODUCTION:A project report containing the marketing research on “A study on ‘Consumer buying behavior and its impact on sales of Sri Krishna’ at Haliyal” is partial fulfillment of requirement of MBA It was an opportunity to learn the practical aspects of industries. I choose this topic concerned to their (Industry) requirement as SRI KRISHNA MILK (P) LTD is dealing with Sri Krishna Milk and its Products, from few years there has been low volume of sales and the consumers are adopting different brands rather than Sri Krishna So the need to know, the Buying Behavior about Sri Krishna Milk was needed. I collected the information by a structured questionnaire that included all the requirements what the SRI KRISHNA MILK (P) LTD needed. BABASAB PATIL
  • 5. SRIKRISHNA MILK (P) LTD Literature Review: Consumer Behavior The decision process and physical activity individuals engage inwhen evaluating, acquiring, using, or disposing of goods and service. OR The mental, emotional, and physical activities that people engage in whenselecting, purchasing, using, and disposing of products and services so as to satisfyneeds and desires 1) Decision Making as Problem Solving a) To make purchases, consumers go through a buying decision process that can be thought of as solving a problem. b) This process has six stages: (1) Need recognition (2) Choice of an involvement level (3) Identification of alternatives (4) Evaluation of alternatives (5) Decisions (6) Post-purchase behavior c) There a number of factors that may affect this model of decision making. i) The buyer can withdraw at any stage prior to the actual purchase. ii) Some stages in this model may be skipped, depending upon the buying situation. iii) The stages are not all of the same length. For example, a need may be recognized in an instant but the identification of alternatives to satisfy the need may take hours, days, or weeks. BABASAB PATIL
  • 6. SRIKRISHNA MILK (P) LTD iv) Not all stages will be performed consciously for all purchases.d) Recognition of an unsatisfied need, or need recognition, creates tension or discomfort for the consumer. i) This need may arise internally, such as feeling hungry or thirsty, or ii) It may arise because of external stimulation through such things as: (1) An ad for a product, (2) The sight of the product itself iii) Needs may also be stimulated through dissatisfaction with a product the consumer is currently using. iv) Recognition of a need will often cause conflict for the consumer. (1) The consumer has to decide how to allocate his/her resources of time and money between competing needs. (2) If this conflict is not resolved, the buying process stops.e) The choice of an involvement level is when the consumer decides how much effort to exert in satisfying a need. The more effort exerted, the higher the involvement. i) Involvement tends to be greater under any of the following conditions: (1) The consumer lacks information about the purchase (2) The product is viewed as important (3) The risk of making a bad decision is perceived as high (4) The product has considerable social importance (5) The product is seen as having a potential for providing significant benefits. BABASAB PATIL
  • 7. SRIKRISHNA MILK (P) LTD ii) Most buying decisions for relatively low-priced products with close substitutes are low involvement. This would include most products sold in supermarkets, and variety stores. iii) It is important to remember that involvement is consumer related and not product related. This means that a low involvement product for one person may be a high involvement product for another person. (1) The purchase of stereo may be a high involvement purchase for consumer who is concerned about the cost, but (2) Be a low involvement purchase for a wealthy consumer who is buying for a family room. iv) Impulse buying is an important form of low-involvement decision making. (1) These are purchase decisions that are made with little or no advance planning. (2) Shoppers have been conditioned to do more impulse buying through self-service, open display retailing. (3) Because of this greater emphasis must be placed on getting shoppers in the store and making packages and displays more appealing.f) Identification of alternatives includes both product and brand alternatives. This may be simple as a memory scan or an extensive search. i) The consumer must first identify which of the major product categories might satisfy the experienced need. For example, a need for transportation may be satisfied by automobiles, motorcycle, motor scooters, or bicycle. BABASAB PATIL
  • 8. SRIKRISHNA MILK (P) LTD ii) Then the consumer must choose which brands from the selected category to consider. Using the previous example, the consumer chose motorcycle and not must consider Honda, Yamaha, Kawasaki, and Harley-Davidson. iii) The search for alternatives will be influenced by: (1) How much information the consumer already has from past experience and other sources (2) The consumer’s confidence in that information (3) What the time and money costs would be to collect more information.g) Evaluation of alternatives involves establishing criteria with which to evaluate each alternative before making a decision. (1) This may be a single criterion or several criteria. If there are several criteria, they normally do not carry equal weight. (2) The criteria that consumers use come from (a) Past experience and feelings toward various brands (b) Opinions of family members and friends.h) The purchase decisions are a series of related decisions the consumer must make if they decide to make a purchase. i) These decisions may take a long time and include such things as: (1) Special features of the product (2) Where and when to make the actual purchase (3) How to take possession (4) Method of payment. ii) One of the most important of these decisions is which store to purchase the product from. The reason a person shops at a certain store are called patronage buying motives and include: BABASAB PATIL
  • 9. SRIKRISHNA MILK (P) LTD (1) Feeling comfortable in the store (2) Having people like themselves shopping in the store (3) An environment that reflects their values iii) Successful retailers evaluate their target customers carefully and design their stores accordingly. iv) It is important to understand customer satisfaction because that is what the marketing concept is built on. (1) Customer satisfaction is based upon a comparison between the consumer’s expectations before using a product and his actual experience with the product. (2) A consumer is satisfied when the product experience equals or exceeds expectations. (3) A consumer is dissatisfied when the experience falls short of expectations. (4) Marketers can influence consumer’s expectations through advertising claims and sales presentations. (5) Marketers can influence the consumer’s experience through the quality of the product.i) Post-Purchase Behavior can influence repeat sales and what the buyers tell other about the product. (1) In all but the most routine purchases, consumers may experience anxieties that are explained by the theory of cognitive dissonance. Cognitive Dissonance is any time there is inconsistency in a person’s cognitions such as knowledge, attitudes, Beliefs, and values. BABASAB PATIL
  • 10. SRIKRISHNA MILK (P) LTD (2) Post purchase dissonance occurs because each of the alternatives considered by the consumer has both advantages and disadvantages. So even the selected product has some drawbacks while rejected alternatives have some advantages. (3) Dissonance typically increases as: (i) The dollar value of the purchase increases (ii) The degree of similarity between items selected and items rejected increases (iii)The relative importance of the decision increases. (4) To help reduce post purchase dissonance consumers: (i) Avoid information that is likely to increase dissonance (ii) Seek out information that reinforces the selected product; and (iii)Spend more time in pre-decision evaluations. (5) Marketers can help reduce dissonance through: (i) Reassuring buyers through their advertising and personal selling (ii) Giving quality post-sale service.A GENERAL SET OF QUESTIONS FOR UNDERSTANDING BUYERBEHAVIOR MIGHT INCLUDE: BABASAB PATIL
  • 11. SRIKRISHNA MILK (P) LTD1. Who initiates the buying process?2. What event or factor stimulates a need to purchase?3. What are the constraints associated with the decision?4. Is this a one time or repetitive purchase situation?5. What criteria are used to evaluate alternative products?6. How are these criteria set? Which criteria are most important and how will they change over time?7. Whose opinions influence the evaluation of alternative purchases?8. Who makes the final buying decision, and does any one individual have effective veto power?9. Who implements the actual purchase transaction?10. Who uses the product once the purchase has been made?Action Steps for Behavior Change This is a circular process. Working through steps 2, 3 and 4 may lead to redefiningthe objective in step 1. BABASAB PATIL
  • 12. SRIKRISHNA MILK (P) LTDÌ 1. Define your objective. What is your desired end result? You may begin by thinking broadly, but narrow your objective so it’s achievable and, if possible, measurable. How will you know when you’ve achieved your desired result?Ì 2. Select your audience. Brainstorm the possible audiences you could work with and choose one. Pick the one most likely to get your desired result.Ì 3. Learn about your audience. What do they need? What do they want? What do they know? What are their perceptions? Who do they respect? Who do they interact with (business and social networks)? Define the specific change you want the audience to make to achieve your overall result.Ì 4. Find out about your audience’s barriers to making the change. Go ask your audience. Possible barriers include: External: it costs too much, technology isn’t available, laws are conflicting, etc. Personal: they don’t recognize the problem, don’t know what to do, don’t consider it a priority, etc.Ì 5. Develop strategies to reach your audience, using the behavior change principles (e.g., commitment, feedback, credibility, role models). Are there community or political leaders, associations, retailers, innovators, or other specific target groups that could help you reach your desired end result?Ì 6. Develop a method to measure the effectiveness of your strategies. Refer back to your objective in step 1.Summary:Key Behavior Change Principles BABASAB PATIL
  • 13. SRIKRISHNA MILK (P) LTDÌ Just providing information has a limited effect on behavior. There is no clear causal relationship between providing information and changing behavior.Ì a. Learn about your customer or audience. What do they know? Care about? Think about? Who influences them?Ì b. Address the barriers to changing behavior. Barriers may be external (it costs too much, technology isn’t available, laws are conflicting) or personal (the person doesn’t recognize the problem, doesn’t know what to do, doesn’t consider it a priority, thinks it’s too hard).Ì 1. Getting involved is the first step to making a commitment, and making a commitment makes people more likely to act. Small commitments lead to big ones. Start by getting the shop owner involved in a visit. Then ask them to sign a form stating changes they will make.Ì 2. Feedback and follow-up are important. Feedback gives people cues about the impacts of their behavior changes. Additional contact is also very important in motivating people to stick with a task.Ì 3. People will listen first to their friends or relatives, or others they see as credible. What they hear at a dinner party will have more weight than a comprehensive data summary. BABASAB PATIL
  • 14. SRIKRISHNA MILK (P) LTDÌ 4. Change agents and role models are important. A few people in a group will typically adopt innovative ideas and behaviors first, and spread them through the group. Find these people and help them successfully adopt a new behavior. Ì 5. Changing attitudes may not change behavior. There is no strong, direct or consistent relationship between attitudes and subsequent action.Ì 6. Incentives may help change short-term, but probably not long-term, behavior. People may respond to incentives by changing their behavior, but when the reward is removed, they generally revert to their original behavior.Ì 7. If you need to provide information, present it effectively. People are more likely to pay attention to information that is: Ì Vivid: Use language that conjures up a vivid and memorable image, or provide a demonstration that will stick in someone’s mind. Ì Personal: Make statistical data personally relevant. Talk about personal consequences or refer to a group with which the person identifies. Ì Specific and concrete: Tell them how to do the behavior you want them to do. Ì Stated in terms of loss rather than gain: Focus on showing people or businesses how much they are losing every month or year by not doing a specific behavior. BABASAB PATIL
  • 15. SRIKRISHNA MILK (P) LTD Ì Told as a story: Use success stories as a motivating example. Ì Emotional: People tend to be persuaded more by emotional messages than logical ones. Statement of the Problem: Milk is an essential Commodity and we can’t choose any marketsegment because all people are our target customers. Now a day there is a neck to neck competition between differentbrands of milk producers. Each brand his its own significance and is available withsome difference in Price, Quality and FAT content compared to competing brand.Management Problem: As there is a high demand for pasteurized milk now a days,but to the Company is facing with the problem of decrease in sales of SRIKRISHNAMILK in the Haliyal city.Research Problem: The study was made to understand the factors which have ledconsumer to buy the SRIKRISHNA MILK and the factors which have madeconsumer to adopt different brands rather than SRIKRISHNA MILK Purpose of the Study BABASAB PATIL
  • 16. SRIKRISHNA MILK (P) LTD The purpose of the study is to get practical knowledge and to get experienceand also to know the various challenges that are faced in the corporate world. Themain intention of choosing this topic is to study/to know- 1 Customer’s buying factors and their expectations towards Sri Krishna Milk. 2 To know the reasons for decrease in sales. 3 This project helps to improve the market share in the Haliyal city.Scope of the Study: The study was confined to the part of Haliyal city covering various Areas like:--1 Tilak road 2. Jawhar road3. V.R.Deshpane road 4. Bus stand road5. Indira Nagar 6.Sadashiv Nagar 7.Fort road 8. Belgaum road9.Dharwad road 10. Collage road. Are based on the Market survey through Questionnaires . The total number of Samples being 100 Customers and 30 Agents . Objectives of the Study:Research Objectives: 1. To determine the Awareness level of SRIKRISHNA MILK BABASAB PATIL
  • 17. SRIKRISHNA MILK (P) LTD 2. To study the Customer response and expectations towards SRI KRISHNA MILK 3. To Know the Reasons for decrease in the Market Share of SRI KRISHNA MILK 4. To study the factors influencing consumer to buy for a Particular brand 5. To know the Retailers response and expectations towards SRI KRISHNA MILK‘ BABASAB PATIL
  • 18. SRIKRISHNA MILK (P) LTDCONTENTS - Organization profile - Organization chart - Sampling - Research Design - Data collection methods - Measuring tools “SRIKRISHNA MILK (P) LTD.”, Kirwatti, BABASAB PATIL
  • 20. SRIKRISHNA MILK (P) LTDName of the Company : “SRIKRISHNA MILK (P) LTD.”Address of the Company : “SRIKRISHNA MILK (P) LTD.” Sri Krishna Giri, National Highway No.63 Kirwatti.(N.K)Year of Establishment : 1st of August 1989.Type of Unit : Small Scale Unit.Max Operating Capacity : 45000 to 50000 Liters / dayMain Raw Material : MilkGUIDELINES FOR THE UNION. 1. Honesty 2. Discipline 3. Quality at all stage 4. Mutual co-operation and Respect 5. Transparency 6. Hard work and sincerity Objectives of “Sri Krishna milk (p) ltd.” 1. The main objective is to develop the members by procuring good Quality milk . 2. To provide high quality to the continuous changing market and to increase the position of union in introducing milk and milk products. 3. Honesty striving to become one of the best diarie in Karnataka State. 4. To achieve economies of scale to ensure max returns to milk producers. 5. To facilitate middlemen & organized institutions to be removed & managed by milk producers themselves. BABASAB PATIL
  • 21. SRIKRISHNA MILK (P) LTD COMPANY PROFILESri Krishna Milk (P) Ltd was incorporated on 1st of August 1989. the founder of thedairy is “Shri. G.S.Kamath” . The factory situated on the National Highway No.63 inKirwatti. Sri Krishna Milk (P) Ltd is a pioneer in Milk factory inKarnataka, which was started by the direction of Shri.G.S.Kamath. the total area ofindustry 8 acres. The group believes that the excellence is the only bench mark, hence ithas always sought and obtained the very best technologies to ensure top classmanufacturing. MISSION OF THE COMPANY: To Improve Quality & Quantity of their products and services bypromoting healthy practices with economical operations and with an aim to serviceultimate consumers to their utmost satisfaction at affordable price with anoptimization of groups wealth.The company has owned land because a land has no. of advantages they as follows:- ADVANTAGES  Easy Transportation  No municipal actions  Easy to getting local raw milk  Easy to the village employees and workers for doing a job etc. BABASAB PATIL
  • 22. SRIKRISHNA MILK (P) LTDThe company providing employment opportunities to many poor people in thatrelated village area.The factory’s per day production capacity is 50,000 liter of milk product.Sri Krishna has manpower of 55 with including skilled, semi skilled and unskilledlabors and about 29 Administration employees.The company is making day to day turnover of about is Rs.6, 00,000/-. The companyhas too much goodwill in market and as the company’s total investment is Rs.5, 92,75,971/- for the date of 2006 December 31st. BABASAB PATIL
  • 23. SRIKRISHNA MILK (P) LTD MANAGING DIRECTORFunctions:  Receives the regular report from the general manager which includes the report of all the heads of department and detailed information in the factory.  Keeps the regular conduct with the general manager about managerial staff, production unit for smooth functioning of the plant.  Try’s to maintain the quality policy. QULITIES:  Taking initiative.  Grasping opportunity.  Managing autonomously.  Using judgment to take calculated risk.  Highly ambitious.  Greatly achievement oriented.  Hard worker. EXECUTIVE DIRECTOR FUCTIONS:  Payment of parties for purchase raw milk.  Searching new parties for purchase of raw milk.  Payment of credit.  Payment of all management workers & employees’ salary & wages. BABASAB PATIL
  • 24. SRIKRISHNA MILK (P) LTD GENERAL MANAGERFunctions:  To see and handle the work with govt. department like Labour dept and coordination with heads of the department.  To have the proper co ordination between the office staff, production dept., heads, lab our e.g.  The quality conscious aspect.  To present the order from to M.D about the quality & quantity & the type quality required for the further step of production.  To see that the sales required during the week, month, year are achieved against the target set.QUALITY:  Discipline .  Sincerity.  Optimistic.  Honest.  Quality & quantity conscious.POWER:  Signature for Banking.  Authority to sign consignment like purchase or sales. BABASAB PATIL
  • 25. SRIKRISHNA MILK (P) LTD HR MANAGERFUNCTIONS:  Labour control.  New Labour selection or recruitment .  Arrangement of Labour welfare .  Payment of salary & wages .  Providing mess facility .  Maintain discipline among the workers . ACCOUNT MANAGERFUNCTIONS:  Maintain financial record.  Making annual report for the financial matter.  Sending daily or weekly report to the top management. PRODUCTION MANAGERFUNCTIONS:  Maintain quality of product.  Control cost production.  Control wastage of milk.  Purchasing the right quality & quantity of milk. SALES ASST. MANAGERFUNCTIONS:  Day to day supply the milk product to the market or agent.  Sending the report of the sales to the tope management. BABASAB PATIL
  • 26. SRIKRISHNA MILK (P) LTD MARKETING ASST. MANAGERFUNCTIONS:  Making advertisement of the product.  Looking to the marketing changes.  Looking to the needs & wants of the customers.  Looking the opportunity to launching a new product.  Expand the market.  Control the advertisement cost.  Sending the report about the market environment to the top management. INDUSTRIAL DEPARTMENTSThere are several departments of the company which are as follows.1) PRODUCTION DEPARTMENT. Under this department there are several sections such as  Maintenance section  Laboratory section  Packing section  Dispatch section  Dock sectionThus all the above sections briefly explained with their functions as follows.  MAINTENANCE DEPARTMENT It is managed by the in charge PRASHANT.PAI. He is under worked foroperators this is shown in the chart. BABASAB PATIL
  • 27. SRIKRISHNA MILK (P) LTD INCHARGEELECTRICAL MACHINE CHILLING HELPERSOPERATOR OPERATOR OPERATORFUNCTIONS OF OPERATOR:  Electrical operator is engaged only in electrical work & checks the damages etc…..,  Machine operator is engaged only in machine operating & checks the damages etc…..,  Chilling operator is engaged only in maintaining the degree of cooling & check the damages etc…..,  Helpers are engaged only in helping the all three operators.FUCTIONS OF INCHARGE:  Maintaining the machine.  Purchase electrical goods.  Day to Day checking the machines.  Weekly sending the reports about the machines maintenance to the top management.  Control the maintenance cost.  Take care about the pollution. BABASAB PATIL
  • 28. SRIKRISHNA MILK (P) LTD LABORATORY SECTION: It is managed by In charge Nagesh Gunga. Under him there are only oneoperator & one helper.Factions  Testing the milk.  Checking the degree of fat Fat should be – Cow milk 3.5% to 4% Buffalo milk 6% to 7%  Checking the degree of S.N.F (solid not fat) S.N.F should be – Cow milk 8.5% Buffalo milk 9%  Checking the degree of Acidity Acidity should be – Both milk 0.135% to 0.14%  Checking the degree of Soda, Sugar, Salt, & Urea. This adulterates the milk.  Checking on the basis of Correct Lactometer Reading.  Checking on the basis of Clot On Boiling. Then the report should be send to the production manager or purchase asst manager. Thus all the above test are required to check the milk & also purchase the right quality of milk. BABASAB PATIL
  • 29. SRIKRISHNA MILK (P) LTD PACKING SECTION: There are 3 packing machines under this work 2 supervisors & 7 workersare worked. The timing is morning 9am to evening 5pm 1st shift & evening 5pm to12pm 2nd shift.FUNCTIONS  Checking the leakage of the machine.  Machine maintenance.  Checking the quantity of packing of the Milk.  Control the wastage of Milk.  Taking the order from middle management.  Maintain a discipline among the workers. DISPATCH SECTIONS: Under this section there are 10 workers in that 1 supervisor.FUNCTIONS:  Loading the Milk packs.  Checking the damage packs.  Checking the loading quantity.  Keeping the dispatch report.  Taking the order to making dispatch from the middle management. BABASAB PATIL
  • 30. SRIKRISHNA MILK (P) LTD  DOCK SECTION: Under this section there are 8 lady worFUNCTIONS :  Cleaning the can & trays.  Checking the quantity of can & trays.  Checking the damage of cans & trays. to th  Sending the report of cans & trays e supervisor or middle management.  PRODUCTION PROCESS Production process of the company is 19 to 20 hours.Where, Morning 6 to Evening 2 1st shift Evening 2 to Night 10 2nd shift  DAILY WASTAGE During the production process daily wastage of milk is 4 to 5 ltr.  COOLING Degree of cooling is 5oc  CHEMICALS Caustic & Acid chemicals using for cleaning or washing the machines, cans, trays e.t.c  ELECTRIC BILL Factory’s per month electrical bill is about Rs 200,000/- BABASAB PATIL
  • 31. SRIKRISHNA MILK (P) LTD RESEARCH & DEVELOPMENT DEPARTMENT This is most important department of the production section. R&D helps inthee development of new varieties with respect to competition in the market. Tomeet the customers huge requirements, for this the company conducts marketresearch & survey, experimenting & developing a suitable product. RAW MATERIAL DEPARTMENT Purchasing is the first element in process of material management. It isclosely related to production & marketing departments of an organization. Success ofother department of an manufacturing undertaking largely depends on the success ofits purchasing department. S.M (P) LTD does not have any separate purchase department. It ishaving only the raw materials department, which look after the functions of storekeeping and supplying the goods as and when required by the production department. Purchase order is given by the store division. Purchase order is placed on thebasis of the stock report. Purchase order contains clearly the terms & conditions viz.,price, quantity, time of delivery e.t.c The task of receiving the goods are entrusted to the raw material office atS.M. (P) Ltd., Kirwatti. The officer in receipt of goods inspects the lorry receipts,papers & compares the details given in the invoice with the actual goods. If goods are BABASAB PATIL
  • 32. SRIKRISHNA MILK (P) LTD Name of the state place Andrapradesh Chandra dairy Tamilnadu Sai lakshmi dairy Maharastra Kholhapur dairy, sawanthwadi & pandarpure. Karnataka local founds according to the description, the same will be informed accountdepartment through goods receipt note. The raw material are purchased daily. The quantity of raw milk purchasedis about 50,000 liter per day. THERE ARE MAINLY TOW TYPE OF RAW MILK  Cow milk  Buffalo milkPURCHASING THE RAW MILK FROM THE STATE OF QUALITY CONTROL DEPARTMENT This is the most important department of the company. It is relatedto R & D department without the approval of this department. The goods producedcan not be dispatched. The quality, superiority & defects of the raw milk areexamined in this department. The department is very much responsible for the qualityof the product. Hence, it sees though the milk product produced is of the best quality.Ever since the procurement of the raw milk till the dispatch of the final product of the BABASAB PATIL
  • 33. SRIKRISHNA MILK (P) LTDmilk the function of the observation & examination of the quality department is keen& careful. Quality control department finds an important place in the productionprocess. following are the measures taken by quality control department in theproduction process.  Purchase right quality & quantity of raw milk.  A providing training to workers.  Maintain discipline among the workers such as Uniform, Head covers, Hand gloves, Mouth covers & shoes e.t.c  Using clean water for the production process.  Day to day cleaning the machines, e.t.cIt is also fallen in the categories of control the cost of production, following are themeasures taken by the quality control department in the production process.  Providing training to the workers.  Control the wastage.  Increase productivity.  Providing optimum salary & wages to the workers.  Purchase right quality of raw milk in right time & with a affordable price.  Employ skilled workers. BABASAB PATIL
  • 34. SRIKRISHNA MILK (P) LTD HUMAN RESUORCE DEPARTMENT Men, Material, Money are regarded as the there significant factors ofproduction. Human beings constitute the organization at all levels and are regards asthe only dynamic factor of production. A business unit comes into existence withcertain well defined objectives. The management means an effort to co-ordinate thehuman resource in such a manner that Organizational objectives are achieved. It is notvery difficult material resources, but without efficient use of human resource,management can never accomplish objectives of the undertaking. HR Management is that part of management, which is concerned with peopleat work and their interpersonal relations. It is preliminary concerned with the efficientutilization and conservation of these resources. It is also concerned with formulation of the personnel policies with regard torecruitment, selection, job-evaluation, merit rating, performance appraisal, workingcondition etc. The GM heads the HR department Sri Krishna Milk (P) Ltd. under him HRmanager, Training Officer, PF & ESI Officer etc. who report directly to a GeneralManager.The HR department is concerned with the following functions.  Recruitment & Selection.  Training of new employees.  Wages determination.  Labour welfare.  Transfer, promotion & demotion. BABASAB PATIL
  • 35. SRIKRISHNA MILK (P) LTD  Recruitment & Selection: Recruitment is positive process of searching for prospective candidates andstimulating theme to apply for the job. The HR department in Sri Krishna Milk(P) Ltd uses both the internal andexternal source for recruitment of employees. Every week or monthly temporary orcasual workers recruitment is done in the company. Basic Recruitment for Selection for Workers MALE FEMALE Appearance  Trai Healthy Healthy nin 18 to 25 yrs 18 to 25 yrs g of Age new 5 to 6 ft 4.9 to 5.5 ft Height Weight 50kg 40kg Qualification 7th pass/fail 7th pass/fail Language Marathi, Marathi, Kannada & Kannada & Hindi Hindi employees The company provides training for both skilled & unskilled workers once ina month. Training also given the other staff.  Wages determination Wages determination is the responsibility of the top management. Theorganization follows time wage system, method of wage payment i.e. wages are paidon the time devoted to the factory rather then the goods produced. BABASAB PATIL
  • 36. SRIKRISHNA MILK (P) LTD  Labour welfareThe statutory facility provided in this regard are.  Canteen.  Rest rooms & Lunch rooms.  Health care.  Transfer, promotion & demotion The HR department on the basis of department recommendations performsthese acts. Promotion is mainly based on the performance of the employees & not onexperience.TRAINING DEPARTMENT Sri Krishna Milk (p) Ltd believes that people are its biggest assets. The groupencourages its people to achieve this full potential by giving them opportunities forcontinuous growth. Making every effort to stimulate & develop them by setting up &transparent communication system it gives training to new workers& also to themwho are working in the company.It covers following topics:  Introduction about factory.  Introduction of management body.  Introduction about different sections of the factory.  Introduction to seniors. e.t.c BABASAB PATIL
  • 37. SRIKRISHNA MILK (P) LTD MARKETING & SALES DEPARTMENT THE company is not directly involved in marketing to final consumersbut the product is sent to the depots. These distributors / depots are involved inmarketing or selling the product. The produced milk products are sent to all thedepots.  Ankola  Bangalore  Bagalkot  Bijapur  Davengere  Hubli  Mundgod  Sirsi  Yellapur  GOA STATEDISPATCH The packing department prepares daily packing report & sent to the dispatchin charge. The dispatch head which is authenticated by the Central Excise Office willprepare daily production report. Then the goods are transferred from packingdepartment to excise godown on an average daily production is nearly 50,000 ltr. Inone truck nearly 2000 liter’s can be dispatched. BABASAB PATIL
  • 38. SRIKRISHNA MILK (P) LTD INVOICE SYSTEM Moderate invoice is must, without it the transport vehicle is not allowed tounload. This is also called transport copy. Original copy is sent to the depot & extracopies are sent with the transport vehicle. Gate pass is given for the security’s for theclearance of truck or tankers from the premises. MARKET The production is depends upon market demand. As & when they get demandthey produce & dispose the goods to market. There is a fixed price for goods. As &when the demand increase, price not increases because price is fixed. SALES The sales tern over of s.m.(p) ltd per day is approximately Rs 165 lakhs.PICRE OF THE PRODUCT PRODUCT PRICE PER LTR / KG 17 Natural Rich Milk 15 Toned milk 7 AM 13 Gold milk 15 Curds 12 Ghee 150 Pedha 125 Lassi 30 Masala butter milk 15 BABASAB PATIL
  • 39. SRIKRISHNA MILK (P) LTDFACTORY’S SALES PER DAY: NAME OF THE SALES LITER / TONS PRODUCT Natural rich milk 20,000 ltr Toned milk 10,000 ltr 7 A.M 4,000 ltr Curds 2,800 ltr Double toned milk 2,000 ltr Gold milk 5,00 ltr Lassi 3,00 ltr Masala butter milk 1,50 ltr Ghee 20 to 25 tons / month pheda orderlyMODE OF TRANSPORTATION: The company involves only public vehicles by giving different rates /price for per klm. Type of vehicles No. of vehicles Rate per/klm(Rs) Tankers 8 11.50 Trucks 4 8.50 Jeeps 2 7.50GHEE PACKETS & PRICE S.M (P) LTD offer ghee to the market in to different packets. Packs of ghee Price (Rs) 200ml 32 500ml 77 1000ml 150 500ml pet jar 84 500ml aluminum pouch 80 50ml Al. pouch 10 15 kg tins 2400 BABASAB PATIL
  • 40. SRIKRISHNA MILK (P) LTDCHANNELS OF DISTRIBUTION S.M.(P) LTD has number of channels of distribution of milk product.They are as follows-  Ankola Bagalkot Bangalore  Bijapur Dharwad Davangere  Gokarna Haliyal Hubli  Karwar Mungod Manglore  yellepur Local area  CONTENTS OF THE MILK PRODUCTS PRODUCTS CONTETS Natural Rich Milk Fat 4.5% - S.N.F 8.5% Toned Milk Fat 3.5% - S.N.F 8.5% Double Toned Milk Fat 1.5 – S.N.F 9 % 7 A.M Milk Fat 3.5% - S.N.F 8.5% Gold Milk Fat 6.09% - S.N.F 9% Lassi Curds, Sugar Masala Butter Milk Salt, Pepper,Chilly, Ginger,Corinder  EXPIRY DATE OF EACH PRODUCTUnder Refrigerator condition. Products Expiry date / month Milk 2 days Pheda 5 days Ghee 6 months Lassi 2 days Butter milk 2 days Curds 2 days  UTILITIES Power 2500 unit per days Diesel 200 ltr Water 80,000 ltr BABASAB PATIL
  • 41. SRIKRISHNA MILK (P) LTDMARKETING STRATERGIES: The company has following strategies as follows.  To increase the sales decrease the price for a particular period. (Demand Marketing)  To special discounts  To special offersADVERTISEMENT: The company makes a advertisement to the following  Banners.  Boards.  Hand bills.  T.V adds.  Radio.  News paper. etc.COMPETITORS: The competitors for s.m. (p) ltd, are  Arokya Milk  Bharat Milk  Nandini Milk  Sahayadri MilkCONSUMER DISTRIBUTION CHANNEL:The company has 2 level distribution channels for a consumer market. MANUFACTURER RETAILERS END CONSUMERS BABASAB PATIL
  • 42. SRIKRISHNA MILK (P) LTD ADVANTAGES:  Less costly.  Easy to transportation.  There is no wholesaler or agent between the manufacturer & retailers.  Easy to purchase / delivery of the product to the customers ACCOUNT DEPARTMENT In this department the financial accounts of the companies transactions areproperly maintained. Most of the accounting work is done on the computers tomaintain accuracy of the accounts. The accounting procedure is based on the usualaccounting principals. To maintain the day to day case transactions of the company.The day book with cash & bank columns are maintained. It also maintains the journal,ledger & subsidiary books. Closing of the accounts is done on 31st of march every year. At the end of theaccounting period trading account, profit & loss account & balance sheet is preparedto ascertain the profit or loss made by the company in that particular year. The finalaccounting reports are submitted to the management. the company auditors do finalauditing. BABASAB PATIL
  • 43. SRIKRISHNA MILK (P) LTD 16 YEARS SUCCESSFUL PERFORMANCE  FINANCE 16 years performance of the company was increased in the finance,made better profit year to year. Still the company investment is 5,92,75,971.  QUALITY 16 year performance of the company was increased the quality ofthe product and also the range of the product. firstly the company was introduced onlydouble toned milk and toned milk but today the company was introduced number ofproducts such as Ghee, Butter milk, Pedha, Gold milk, Natural rich milk,& 7Ammilkwith a affordable price.  QUANTITY 16 year successful performance of the company was increased thequantity of the products. Initially they produce only 5,00 ltr of milk per day. Todaythey produce 50,000 ltr of milk. The company’s general manager expressed that it is wellperformance result. It is a great effort of the company groups and managementsystem. they were happy with increasing productivity of the milk to 45,500 ltr. The general manager also said that they were intended topass the productivity mark up to 75,000 liter per day. BABASAB PATIL
  • 44. SRIKRISHNA MILK (P) LTD FUTURE OUT LOOK With a view to with stand the competition as well as adverse naturalclimates, the company had set up task force in a regard to procurement, productionand marketing the finance of the company are also monitored on regular intervalswith their measures the director state that the future of the company is stable. The company is also exploring the avenue of the productdiversification to increase its profitability. The director state that to create acompetition edge, the company following quality standards & would go for ISOcertification in near future BABASAB PATIL
  • 47. SRIKRISHNA MILK (P) LTD North kanra’s most favorite milk. SRI KRISHNAMILK Toned Fresh and Pure milk containing 3.5% fat and8.5% SNF. Available in 500ml and 1ltr packs “SRIKRISHNA MILK Homogenized Milk is pure milkwhich is homogenized and pasteurized. Consistent rightthrough, it gives you more cups of tea or coffee and is easilydigestible Full Cream milk. Containing 6% Fat and 9 % SNF.Arich, creamier and tastier milk, Ideal for preparing home-madesweets & savories. “SRIKRISHNA MILK spiced Butter Milk is arefreshing health drink. It is made from quality curds and isblended with fresh green chilies, green coriander leaves,asafetida and fresh ginger. “SRIKRISHNA MILK spiced butterpromotes health and easy digestion. BABASAB PATIL
  • 48. SRIKRISHNA MILK (P) LTDCurd made from pure milk. Its thick and delicious. Giving you all the goodness ofhomemade curds A taste of purity. “SRIKRISHNA MILK Ghee, made from pure butter. It is fresh and pure with a delicious flavor. Hygienically manufactured and packed in a special pack to retain the goodness of pure ghee. Sterilized flavored milk, a nutritious and healthy drink and an all-seasonwholesome drink available in different flavors - Apart from refreshing energy. BABASAB PATIL
  • 49. SRIKRISHNA MILK (P) LTD ORGANIZATIONAL STRUCTURE Sri Krishna milk (p) ltd. s fallen in the category of line & staff organization.STAFF ORGANIZATION: It means providing advice & policy guideline to executives. CHAIRMAN BOARD OF DIRECTORS Financial General Manager Management Advisor advisorR&D staff Production R&D staff. Marketing manager manager ADVT advisor. supervisor Marketing Consultant. Sales asst. manager workers Agent BABASAB PATIL
  • 50. SRIKRISHNA MILK (P) LTDAbove chart shows that the chairman & board of directors will make a decision aboutthe flow of finance, production process & marketing e.t.c & make their policies tohelp the General Manager. Board of directors appoint a financial advisor & management advisor to guidethe General Manager in his affair. Financial advisor guides about the investment orfinance, production, marketing e.t.c & also guide about the how to control the cost ofeach department. Management advisor guides about how to behave among the each department& section & about the quality control measures & about the discipline in theorganization e.t.c Production manger guided by the R&D department about the how to produce aproduct, their varieties & also market analysis & about the control of cost ofproduction & quality control measures e.t.c Marketing manager guided by the advertising advisor & market research consultancy. Here advertising advisor guides about how to make a advertisement, how to control cost of advertising & when to make advertisement in the market for better & effective performance. Market research consultancy guides about the market changes, market competitions, consumer needs & wants, type of products is launched, how to make a market analysis e.t.c BABASAB PATIL
  • 52. SRIKRISHNA MILK (P) LTD Sampling: Representation of a particular population. And is the subset of thepopulation. Concerned to my project, in a city like Haliyal where a population ofmore than 25000 exists each person’s opinion can not be sought. So the respondentswere chosen randomly from different areas of Haliyal. The kind of sample taken for this study report isStratified Random sampling one where the population is divided into mutuallyexclusive and mutually exhaustive strata or sub-groups and then a simple randomsample is selected within each of the strata or sub group. Thus the population isdivided into different strata on the basis of regions. They include cluster, multi stage and area sampling. Hence the sample taken for thisstudy is Area sampling with the size of 100 Respondents and 30 Agents in an Haliyalcity. Area Sampling: It is a form of Multi stage sampling in which maps, rather than lists or registers, are used as the sampling frame. In area sampling, the overall area to be covered in a survey is divided into several smaller areas within which a random sample is selected. However, Stratification in area sampling is based on geographical considerations. BABASAB PATIL
  • 53. SRIKRISHNA MILK (P) LTDSAMPLING PROCESS: 1. Population: People from the Haliyal. 2. Sampling frame : Household and resellers (agents) 3. Sampling unit: Milk buyers and agents. 4. Sampling size: 100 household customer and 30 agents. 5. Sampling Method: Stratified Random sampling. (Area Sampling)Survey Technique: Once the researcher has decided to go for the survey method forcollecting the required Primary data. Then he should take a right decision among thevarious survey techniques. Then various techniques are: Personal Interview Mail survey Telephone Survey Questionnaire I have chosen the Questionnaire technique or method for the survey. Research Design: The research study was made keeping in mind the variousfactors that were worked out in informal discussion with the SRI KRISHNA MILK(P) LTD, that would be included as a research object and the study can be based onthe objectives.Steps in the Research Design • Define the research problem • Estimate the value of Information BABASAB PATIL
  • 54. SRIKRISHNA MILK (P) LTD • Select the data collection method • Select the measurement technique • Select the Sample • Select the Analytical Approach • Evaluate the ethics of the Research • Specify time and financial cost • Prepare the Research Proposal 1. Define the research problem To know customer and agents response and expectations towardsKrishna Milk the Haliyal. 2. Estimate the value of Information The value of information should exceed the expected cost. I am conducting the sample survey method; because the population is very high & sample size for my research will 130 in number.Step 3: Select the data collection method: Decided to go for survey methods i.e., stratified random sample. Usingthe questionnaire conducting the survey and using Dichotomous (close-ended), ratingscale and open-ended questions.Step 4: Select the measurement technique: Descriptive type of research, using the questionnaire with rating scale,open & close- ended questions. BABASAB PATIL
  • 55. SRIKRISHNA MILK (P) LTDStep 5: Select the sample: The sample would be the both customers as well as the agents of SriKrishna milk, with different areas within Haliyal City.Step 6: Select the Analytical Approach: Analyzing the collected information with the help of percentages (%)using SPSS 11.00 student version And MS-Excel software.Step 7: Evaluate the ethics of the Research: The collected information (data) will be used for solving themanagement problem and not for any non-ethical objects; the main objectives will beaddressed.Step 8: Specify time & financial cost: Time needed is Four months (32 weeks) and the financial costs are,  Daily expenses about 30/- for two months it would be, 1800/-  Stationary and Printing about, 2500/- Total financial cost = 1800 + 2500 = 4300/-Step 9: Prepare the Research Proposal: My understanding of his project is as follows, As the Sales of Sri Krishna Milk were going down from few yearsin the Haliyal city, So the management wants to know what are the Customers as wellas agents expectation and responses towards Sri Krishna milk. For this purpose there was need to know the Consumer Behaviortowards the Sri Krishna milk. BABASAB PATIL
  • 56. SRIKRISHNA MILK (P) LTD Data Collection Methods: The information necessary for this research study iscollected by tapping primary and secondary sources. The sources are as follows:Primary Sources: a) Questionnaire b) Personal interactionSecondary Sources: a) Company Websites b) Related Information from Internet c) Company Reports Books and Publications.Measuring Tools: The measurement and evaluation of the data is done usingstatistical tools and techniques such as simple percentage method, mean, graphicalrepresentation with help of data code sheet using MS Excel and SPSS software. BABASAB PATIL
  • 57. SRIKRISHNA MILK (P) LTD CONTENTS - Results & discussion with graphs & chart - Conclusion, a proposed action plan with resource requirements DATA ANALYSIS AND INTERPRETATIONConsumer Survey: The Consumer survey was conducted in 100 household in theselected areas of the city by Convenience Sampling method. The respondents were askedto fill in a questionnaire along with which a free discussion with them helped us to get the BABASAB PATIL
  • 58. SRIKRISHNA MILK (P) LTDrequired information. Adequate care was taken to take the appropriate representationsfrom all sections of the society. Thus obtaining more information about the preference ofsuch customers was more important. The aim of this survey was not to estimate themarket share of the union but to obtain insights into the preferences of the consumerswith complaints from Sri Krishna milk. When professional market researchers ask their clients howaccurate any data should be, the answer is often such as ‘very accurate’ or ‘as accurate aspossible’. However accuracy, at least where fieldwork is involved, has a price and as ageneral rule, increases in accuracy not only cost more but cost disproportionately more.A high level of accuracy is not always needed to meet the overall research objective. If acompany is entering a new market, where common sense and observation tells us themarket is huge, there may be little point in spending lots of money closely measuring itssize. An approximation will do and the money saved may be better spent on some otherinformation need. GRAPHSQ2. Consumption of milk per day? Statistics N Valid 100 Missing 0 Consumption per day Frequency Percent Valid Cumulative Percent Percent BABASAB PATIL
  • 59. SRIKRISHNA MILK (P) LTD Valid "500Ml" 40 40.0 40.0 40.0 "1 Liter" 36 36.0 36.0 76.0 "2 Liter or 24 24.0 24.0 100.0 more" Total 100 100.0 100.0 consumption per day 50 40 30 20 10 Percent 0 "500Ml" "1 Liter" "2 Liter or more" consumption per day Respondents:-100Interpretation: From the above graph it is clear that out of the total respondents 40 %respondents consume only ½ liter per day. 36% respondents consume one liter per dayand rest 24% respondents consume 2 or more liters per day.So Survey Says that give more stress on ½ and ¼ liter to improve sale . 3) Awareness level of Krishna milk Statistics N Valid 100 Missing 0 Aware of Krishna Milk Frequency Percent Valid Percent Cumulative Percent Valid "Yes" 86 86.0 86.0 86.0 BABASAB PATIL
  • 60. SRIKRISHNA MILK (P) LTD "No" 14 14.0 14.0 100.0 Total 100 100.0 100.0 Aware of Krishna Milk "No" "Yes"Interpretation: From the graph it is clear that 86 % of the people are aware of Krishnamilk and 14 % of the samples are not aware. These14 % are specially observed (sincesome of them are illiterate and some of them have just come to Haliyal). It’s really goodthat many people are aware about Sri Krishna and its products from the company point ofview 4) Purchase of Krishna milk Statistics N Valid 86 Missing 14 Purchase of Krishna Milk Frequenc Percent Valid Cumulativ y Percent e Percent Valid "Yes" 56 56.0 65.1 65.1 "No" 30 30.0 34.9 100.0 Total 86 86.0 100.0 Missing System 14 14.0 Total 100 100.0 BABASAB PATIL
  • 61. SRIKRISHNA MILK (P) LTD Purchase of Krishna Milk 70 60 50 40 30 20 Percent 10 0 "Yes" "No" Purchase of Krishna MilkInterpretation: In the market various brands of milk are available Out of 86 respondents56 (65%)of them are consuming Krishna milk. 30 of them are buying other brand milks. 5) Where do you Purchase Krishna milk? Statistics N Valid 56 Missing 44 Where do you purchase Krishna Milk Frequenc Percent Valid Cumulativ y Percent e Percent Valid "Milk 25 25.0 44.6 44.6 Parlors" "Grocery 18 18.0 32.1 76.8 Stores" BABASAB PATIL
  • 62. SRIKRISHNA MILK (P) LTD "Bakery" 8 8.0 14.3 91.1 "Other" 5 5.0 8.9 100.0 Total 56 56.0 100.0 Missing System 44 44.0 Total 100 100.0 Where do you purchase Krishna Milk 50 40 30 20 10 Percent 0 "Milk Parlors" "Grocery Stores" "Bakery" "Other" Where do you purchase Krishna MilkInterpretation: From the respondents who buy the Krishna milk it is been found that 44% respondents buy from milk parlors, 32% respondents buy from grocery stores, 15% buy from bakery and rest of 9% from other services like shops, houses etc. Company has to make available the Krishna milk and its products where it is necessary 6) Using Krishna milk for the Reason: Good Reasonble Credit facility by BrandFlavor Easily avilable price agent name Cream Others 26 33 29 11 14 22 8 BABASAB PATIL
  • 63. SRIKRISHNA MILK (P) LTD Using Krishna milk for 35 30 25 percent 20 33 15 29 26 10 22 14 5 11 8 0 Cream Reasonble Others avilable Brand name facility by Good Flavor Easily Credit agent price Q6 pariculars Series1 Series2Interpretation: The respondents who use Krishna milk say that 33% people use Krishna because of availability, 29% people use Krishna because of price 22% Respondents use because of cream coming from milk, 26% respondents use because of the flavor 8% because of the good package and carrying7) Satisfied with Krishna MilkStatistics N Valid 56 Missing 44Satisfied with Krishna Milk Frequenc Percent Valid Cumulativ y Percent e Percent BABASAB PATIL
  • 64. SRIKRISHNA MILK (P) LTD Valid "Yes" 43 43.0 76.8 76.8 "No" 13 13.0 23.2 100.0 Total 56 56.0 100.0 Missing System 44 44.0 Total 100 100.0 Satisfied with Krishna Milk 80 60 40 20 Percent 0 "Yes" "No" Satisfied with Krishna Milk Interpretation: The 56 respondents who use Krishna milk in that 43(76%) satisfy and43( 24%) are not satisfied.8) Do you Recommended Krishna milk to othersStatistics N Valid 56 Missing 44Recommend Krishna Milk Frequenc Percent Valid Cumulativ BABASAB PATIL
  • 65. SRIKRISHNA MILK (P) LTD y Percent e Percent Valid "Yes" 39 39.0 69.6 69.6 "No" 17 17.0 30.4 100.0 Total 56 56.0 100.0 Missing System 44 44.0 Total 100 100.0 Recommend Krishna Milk 80 60 40 20 Percent 0 "Yes" "No" Recommend Krishna Milk .Interpretation: This question was asked to the customers of Krishna Out of the 56respondents 70% say that they have recommended the milk to others and 30% saythey haven’t. So company has good reputation in the minds of customer and it has tomaintain its quality9) How did you come to know about Krishna?Statistics N Valid 56 Missing 44Come to Know about Krishna Frequenc Percent Valid Cumulativ y Percent e Percent BABASAB PATIL
  • 66. SRIKRISHNA MILK (P) LTD Valid "Friends" 16 16.0 28.6 28.6 "Neighbor 12 12.0 21.4 50.0 s" "News 20 20.0 35.7 85.7 Paper" "Others" 8 8.0 14.3 100.0 Total 56 56.0 100.0 Missing System 44 44.0 Total 100 100.0 Come to Know about Krishna 40 30 20 10 Percent 0 "Friends" "Neighbous" "New s Paper" "Others" Come to Know about KrishnaInterpretation From the survey it is revealed that 35% respondents buybecause milk vendors and papers have influenced them to buy, and 28% because offriends and 21% neighbors.10) Does Advertisement drive you to milk?Statistics N Valid 56 Missing 44Advertisements drive to buy branded milk Frequenc Percent Valid Cumulativ y Percent e Percent BABASAB PATIL
  • 67. SRIKRISHNA MILK (P) LTD Valid "Strongly 11 11.0 19.6 19.6 Agree" "Agree" 16 16.0 28.6 48.2 "No 20 20.0 35.7 83.9 opinion" "Disagree 6 6.0 10.7 94.6 " "SD 3 3.0 5.4 100.0 Agree" Total 56 56.0 100.0 Missing System 44 44.0 Total 100 100.0 Advertsements drive to buy branded milk 40 30 20 10 Percent 0 "Strongly Agree" "Agree" "No openion" "DisAgree" "SDAgree" Advertsements drive to buy branded milkInterpretation: Almost 48% of the people believe that advertisements will drive them tobuy the milk and 35% are not sure about it. So Company has to make morepromotional activities i.e., advertisements to attract more people and to get thecustomers.11) Do you think Brand ambassador will influence you to buy Milk?Statistics N Valid 56 Missing 44Brand Ambassadors will influence Frequenc Percent Valid Cumulativ y Percent e Percent Valid "Yes" 37 37.0 66.1 66.1 "No" 19 19.0 33.9 100.0 Total 56 56.0 100.0 Missing System 44 44.0 BABASAB PATIL
  • 68. SRIKRISHNA MILK (P) LTD Total 100 100.0 Brand Ambassadors will influence 70 60 50 40 30 20 Percent 10 0 "Yes" "No" Brand Ambassadors will influenceInterpretation 66% of the respondents believe that brand ambassador will really make difference in buying and 34% of them don’t believe in it.11) Change/Shift to another brand?Statistics N Valid 56 Missing 44Change/Shift to another Brand Frequenc Percent Valid Cumulativ y Percent e Percent Valid "Yes" 8 8.0 14.3 14.3 "No" 48 48.0 85.7 100.0 Total 56 56.0 100.0 BABASAB PATIL
  • 69. SRIKRISHNA MILK (P) LTD Missing System 44 44.0 Total 100 100.0 Change/Shift to another Brand 100 80 60 40 20 Percent 0 "Yes" "No" Change/Shift to another BrandInterpretation About 14% of the want to shift to another brand because of notgetting credit and also because of lack of freshness and quality . 15) Reasons for not using Krishna milk Not Taste- Bad High Available Other less odor price easily Reason 4 4 2 15 5 BABASAB PATIL
  • 70. SRIKRISHNA MILK (P) LTD Reason for not using krishna milk 16 15 14 12 10 Pecesnt Series1 8 Series2 6 5 4 4 4 2 2 0 Taste-less Bad odor High price Not Other Available Reson easily ParticularsInterpretation: From the survey it is revealed that most of the people i.e.…about 30 out 15 (50%) of the respondents don’t buy for the reason Not Available easily, 30 feel that not getting credit facility, bad odor, less taste some of them feel it is mixed with Powder and some of them feel that it is a mixture of cow and buffalo milk16) Which milk do you buy Any Gowlies Arokya Nandini Sahayadri other 20 5 9 5 5 BABASAB PATIL
  • 71. SRIKRISHNA MILK (P) LTD 25 20 20 15 10 9 5 5 5 5 0 Gow lies Arokya Nandini Sahayadri Any other Series1 Series2Interpretation: The respondents say that 20 out of 44 people use Gowlies because of vailability, 9 people use Nandini 5Arokya 5 sahayadri, 5 others.17) When you choose particular brand which are the importantfactors you look for? Good Brand Flavor Availability Price Credit name Cream Others 17 26 24 19 11 20 12 BABASAB PATIL
  • 72. SRIKRISHNA MILK (P) LTD Choose Particular brand Imp Factors 30 26 24 25 19 20 percent 20 17 15 12 11 10 5 0 Good Avilablility Price Credit Brand Cream Others Flavor name Particular Series1 Series2Interpretation: It is been observed thru the survey that the factors which are highlyinfluencing them or driving them to buy is about 20% look for cream, 26% look forAvailability, about 17% look for taste, about 24% look for price; about 19% look forcredit facility and rest of the 110%look for the brand name, package and otheressential services. Data Code Sheet of Agents Survey Q. No Q2 Q3 Q4 Q5 Q6 Q7 Samples 1 1 2 2 1 1 2 2 3 2 1 1 1 5 3 1 2 2 1 2 1 4 3 2 1 1 1 4 5 3 2 1 1 1 4 6 3 2 1 1 1 3 7 3 2 1 1 1 4 BABASAB PATIL
  • 73. SRIKRISHNA MILK (P) LTD 8 2 2 2 1 2 4 9 2 2 1 1 1 1 10 3 1 2 1 1 4 11 3 2 1 1 1 2 12 3 2 2 2 1 4 13 3 2 1 1 2 3 14 4 2 2 2 1 4 15 2 2 2 1 1 3 16 3 1 2 1 1 3 17 2 2 2 2 2 3 18 2 2 2 1 1 3 19 2 2 2 2 1 2 20 2 2 1 1 1 5 21 2 2 2 1 1 3 22 3 2 1 2 2 3 23 3 2 2 1 1 3 24 3 2 2 2 1 2 25 3 2 2 1 1 4 26 4 2 1 2 2 1 27 2 2 2 1 1 4 28 2 2 1 2 1 3 29 2 2 2 1 1 1 30 1 1 1 1 2 32. Quality provided by Krishna Milk. How do you feel about the Quality provided by Krishna Milk? Frequenc Percent Valid Cumulativ y Percent e Percent Valid Excellent 3 10.0 10.0 10.0 good 11 36.7 36.7 46.7 Okay 14 46.7 46.7 93.3 Bad 2 6.7 6.7 100.0 Total 30 100.0 100.0 BABASAB PATIL
  • 74. SRIKRISHNA MILK (P) LTD How do you feel about the Quality provided by Krishna Milk? 50 40 30 20 10 Percent 0 Ecellent good Okay Bad How do you feel about the Quality provided by Krishna Milk? Interpretation: From the above graph it is clear that 90% of the agents are happy with quality provided by the Krishna milk (p) ltd and 10% of the respondents say it is not consistent in the quality.3. Satisfied with the Commission given? Do they give a Healthy/better commission? Frequenc Percent Valid Cumulativ y Percent e Percent Valid Yes 3 10.0 10.0 10.0 NO 27 90.0 90.0 100.0 Total 30 100.0 100.0 BABASAB PATIL
  • 75. SRIKRISHNA MILK (P) LTD Do they give a Healthy/better commission? Yes NO Interpretation: 90 % of the respondents say that they are not getting sufficient commission compared to other brands and rest 10 % are just satisfactory.4. Payment procedure Carried down in Krishna milk (p)ltd’. Are you happy with Payment procedure Carried down in Krishna milk(p)ltd? Frequenc Percent Valid Cumulativ y Percent e Percent Valid Yes 13 43.3 43.3 43.3 NO 17 56.7 56.7 100.0 Total 30 100.0 100.0 BABASAB PATIL
  • 76. SRIKRISHNA MILK (P) LTD Are you happy with Payment procedure Carried down in Kirsha 60 50 40 30 20 10 Percent 0 Yes NO Are you happy with Payment procedure Carried down in Kirshan milk(p)ltd? Interpretation: Out of the 30 Respondents 60% of them complain that they are always in a hurry to collect cash and rest 40% are bit satisfied.5. Right time delivery of milk. Do they give you right time delivery of milk? Frequenc Percent Valid Cumulativ y Percent e Percent Valid Yes 22 73.3 73.3 73.3 NO 8 26.7 26.7 100.0 Total 30 100.0 100.0 BABASAB PATIL
  • 77. SRIKRISHNA MILK (P) LTD Do they give you right time delivery of milk? NO Yes Interpretation: Survey carried down of 30 agents 73% of them are happy with the delivery of milk at right time and rest of 27% them are not satisfied. They say that in afternoon time they don’t come at regular time and sometimes in morning they come at irregular time …6. They respond and take care of your Complaints. Do they respond and take care of your Complaints? Frequency Percent Valid Percent Cumulative Percent Valid Yes 23 76.7 76.7 76.7 NO 7 23.3 23.3 100.0 Total 30 100.0 100.0 BABASAB PATIL
  • 78. SRIKRISHNA MILK (P) LTD Do they respond and take care of your Complaints? 80 60 40 20 Percent 0 Yes NO Do they respond and take care of your Complaints? Interpretation: About 24% of 30 agents say that they never care about their complaints and rests of 76 % of them say that sometimes they look down7. How do you feel about the Treatment of Krishna milk (p)ltdRepresentatives? [1 Being lowest & 5 Being highest] How do you feel about the Treatment of Krishna Representatives? Frequency Percent Valid Cumulative Percent Percent Valid worst 4 13.3 13.3 13.3 bad 4 13.3 13.3 26.7 okay 11 36.7 36.7 63.3 good 9 30.0 30.0 93.3 excellent 2 6.7 6.7 100.0 Total 30 100.0 100.0 BABASAB PATIL
  • 79. SRIKRISHNA MILK (P) LTDHow do you feel about the Treatment of Krishna Representatives? excellent good w orst bad okayInterpretation: From the graph it is clear that 7% them say that their behavior isextremely well, 30% of them feel good about their approach, 36% say that itssatisfactory and rest 30% feel that they don’t visit often and never take car of theircomplaints. FINDINGS: • 86% of the respondents are aware of Sri Krishna milk(p)ltd milk. • 65.1% of the respondents purchase Sri Krishna milk. • 44% of the respondents purchase from milk parlors. • 59% of the respondents look for availability while purchasing milk. • 48.4% of the respondents believe that Advertisements play a vital role while buying the milk. BABASAB PATIL
  • 80. SRIKRISHNA MILK (P) LTD• 14.3% users of Sri Krishna Milk who want to shift to another brand because of credit, taste, freshness and replacement facility.• 50% of the respondents don’t buy because it is not available easily.• 65% of the respondents look for flavor, price, availability and brand name.• 90% of the agents are not happy with the commission provided by Sri Krishna milk.• 56.7% are not satisfied with the Payment procedure carried down by Sri Krishna milk• 73% agents are happy with delivery of milk at right time.• 76% of agents say that Sri Krishna milk doesn’t take care of their complaints.• 60% of the agents are satisfied with the behavior of Sri Krishna milk representatives. SUGGESTIONS:• The study reveals that the awareness of the brand exits but the more information has to be revealed about the different brands of Sri Krishna milk available in the market.• The respondents demanded for the 250-ml packet. So if possible Sri Krishna milk should think of it.• Respondents said that its taste is not good, not consistent in the Quality and they don’t give replacement facility for spoiled milk. So Sri Krishna milk should take steps by creating awareness about that the milk is not adulterated. BABASAB PATIL
  • 81. SRIKRISHNA MILK (P) LTD• Consumers need door delivery, so that they can get milk as like gowlis. To compete with gowlis Sri Krishna milk should arrange this service.• Many respondents complain about bad odor of Sri Krishna milk, as milk is a perishable product so management should take care about its hygiene and try to avoid more storage and they should deliver the milk as early and as fresh as possible.• Company should try to provide credit facility schemes to agents. So that he can give credit to the consumers and sell more number of packets and capture more market.• Developing the town markets by placing some of the staff for extension work. So that they can make arrangements for people to get milk in their particular place at particular time.• To educate the people about the overall performance of Sri Krishna milk Company should take necessary steps to enhance more promotional activities like giving ads in newspapers, in local channels and thru other media. (if possible Sri Krishna milk can educate thru brand ambassador also)• Comparing to other brands agents are getting less commission. So Sri Krishna milk should increase its commission, because agents are the main connectors between Sri Krishna milk and consumers.• Company should open the grievance redressal cell, officer in charge of this cell should ensure proper recording of the BABASAB PATIL
  • 82. SRIKRISHNA MILK (P) LTD grievances and attend the consumer and agents complaints periodically he should inform the MD and MD could instruct the concerned functional groups to take necessary actions.Reasons for decline in Sales Volume of Sri Krishna milk: On observing the sales trend for the past two years and surveyresults it is quite sad to note that Sri Krishna milk (p) ltd is loosing its market shareand its sales in the concerned area. In the light of its poor performance, it is worthwhile to analyze the reasons for the same which can be listed below:1) The Price of the milk Packets.2) Presence of other Brands.3) Low Promotional Activity4) Low Commission to the agents.5) No favorable perception towards diary milk.6) Gowlies milk is so preferred7) More of the FAT content in private brands1) The Price of the milk Packets. The price of the milk packets was increased from .50paise to1.50 paisa. The increase in the price took place at a wrong time when the manycompetitors started entering into the market to capture the market share. This hasresulted the loss of sales in the market, where many competitors entered and capturedthe market which was less price then Nandini. For e.g. Mayur, Nandini, etc. BABASAB PATIL
  • 83. SRIKRISHNA MILK (P) LTD2). Presence of other Brands Milk brands in Haliyal are cropping year after year. Right nowthere are about 9 to 10 other brands apart from Sri Krishna milk . However there are4major brands which are very competitive for Sri Krishna milk . They are Arokya,Mayur, Gokul and NandiniThe union faces the competition from the other brands because of the followingreasons: o Higher commission structure o Schemes for agents o Festival gifts o Huge investments on Advertisements o Acceptance of leakage o Cash collection on next day o Schemes for consumers. 3). Low Promotional Activity The total amount spent for the promotional activity to increase the sales is very important. The union should seriously carry out, aggressive marketing campaign to promote its sales and to increase the awareness among the consumers.4) No favorable perception towards diary milk: Most of the consumers have a feeling that Sri Krishnamilk (p)ltd mixes powder and sells the reconstituted milk in the market. Thoughreconstituted milk forms hardly around 5% of total sales. It is very difficult to BABASAB PATIL
  • 84. SRIKRISHNA MILK (P) LTDdisassociate this feeling from the consumers mind. They also complain about thefluctuating quality of milk.5) Gowlies milk is so preferred: Most of the consumers prefer purchasing milk from theseGowlies as their milk is fresh and is being supplied at relatively cheaper rate. Theyalso deliver the milk at the door step of the consumers with credit facility.7) More of the FAT content in private brands: Most of the consumers on the market are not aware of the fati.e. Written on the packets. They test the quality of the milk by looking at the quantityof the cream i.e. formed when boiled and they prefer the milk that gives more cream.The following table shows fat content of Sri Krishna milk and other brands. BRAND TM FCM STANDARD Nandini 3.0% 6.0% 4.5% Arokya 3.5% 6.6% ------------ Gokul 3.0% 6.3% ----------- Krishna 3.0% 6.3% 5% Suggestions to improve the Market in the Haliyal: BABASAB PATIL
  • 85. SRIKRISHNA MILK (P) LTD1).Need for a modified Commission structure2).Incentive or presenting the gifts to the agents by fixing their targets.3).Critical evaluation of agent structure4). Strengthening the sales force5). Extensive field work CONCLUSION Lastly to conclude it was a great experience to work at SriKrishna milk. I met so many faces in market, and got the meaning about the realmarket. I came to know about the marketing strategies of Sri Krishna milk I gotthe reasons for the like and dislike of people towards Sri Krishna milk. Comparing to other brands Sri Krishna milk (p) ltd has avery well goodwill in the market. Even though it is facing some problems because ofGowlies and other brands . So it should try to create awareness, provide good service BABASAB PATIL
  • 86. SRIKRISHNA MILK (P) LTDwith good quality milk as well as it should motivate the dealers. I have found that SriKrishna milk (p)ltd is not concentrating on dealers, so dealers motivation is must.The response of the people was very good towards Sri Krishna comparing to others. It was welcome move by Sri Krishna milk (p) ltd that doorto door Survey is being arranged in due course at Haliyal city. I wish Sri Krishna milk (p) ltd all the BEST and SUCCESS.CONTENTS - Executive Summary - Appendix Questionnaire - Bibliography BABASAB PATIL
  • 87. SRIKRISHNA MILK (P) LTD QuestionnaireDear sir/madam,Place: HaliyalLocality: ________________1. Name of the respondent: Sri / Smt__________________________________________Address______________________________________________________________________________________________ Phone:____________________________________2. Consumption per day: 500ml ; 1 liter ; 2 liter or more BABASAB PATIL
  • 88. SRIKRISHNA MILK (P) LTD3. Are you Aware of Krishna Milk? 1. Yes 2. No (If no go to question no 16)4. Do you purchase Krishna milk? 1. Yes 2. No (If no go to question no 15)5. Where do you purchase Krishna Milk? 1. Milk parlors 2. Grocery stores 3. Bakery 4. Any other place6. You are using the Krishna Milk for:- Good flavor ; Easily available ; Reasonable price Credit facility by agents ; brand name ; Cream If Any Other Reasons ______________7. Are you satisfied with the Krishna Milk? 1. Yes 2 No8. Do you recommend Krishna Milk to others? 1. Yes 2.No9. How did you come to know about Krishna milk? Friends ; Neighbors ; News papers BABASAB PATIL
  • 89. SRIKRISHNA MILK (P) LTD10. Does advertisements drive you to buy branded Milk?strongly agree Agree No opinion Disagree Strongly Disagree11. Do you think that Brand Ambassadors will influence you to buy milk? 1. Yes 2. No12. Do you want to change/ shift to another Brand? 1. Yes 2. No13. If yes to which Brand please specify with reasons _______________________________________________________________________14. Any suggestions to improve the sales of Krishna Milk:-________________________________________________________________________15. If you are not using Krishna milk, can you please tell me the reasons:- Taste – less ; bad odor ; High priceNot available easily ; any other reason ___________________16. Which milk do you buy? Gowlies ; Arokya ; Nandini ; Sahayadri ; any other specify_________________________ BABASAB PATIL
  • 90. SRIKRISHNA MILK (P) LTD 17. When you choose a particular brand of milk, which are important factors you Look for Good flavor ; Availability ; Price Credit ; Brand name ; Cream If any other specify ______________________________________________________ Signature Thank you, Questionnaire Dear sir/madam, Locality: 1. Name Address Phone: 2. How do you feel about the Quality provided by Sri Krishna Milk? Excellent Good Okay Bad Worst3. Do they give a Healthy/better commission? 1. Yes 2. No BABASAB PATIL
  • 91. SRIKRISHNA MILK (P) LTD 4. Are you happy with Payment procedure Carried down in SRI KRISHNA MILK(P) LTD? 1. Yes 2. No 5. Do they give you right time delivery of milk? 1. Yes 2. No 6. Do they respond and take care of your Complaints? 1. Yes 2. No 7. How do you feel about the Treatment of Sri Krishna Milk (p)ltdRepresentatives? [1 Being lowest & 5 Being highest] 1[ ] 2[ ] 3[ ] 4[ ] 5[ ] 8. Any Suggestions / Complaints Regarding SRI KRISHNA MILK (P)LTD? BIBLIOGRAPHY:  Marketing Management – Philip Kotler  Marketing Research – Tull and Hawkins  Internet Websites:  BABASAB PATIL