Project report on baroda dairy

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A SUMMER TRAINING REPORT
ON “CONSUMER PREFERENCE AND BRAND RECALL ABILITY OF BARODA DAIRY’S PRODUCTS IN BARODA CITY

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Project report on baroda dairy

  1. 1. A SUMMER TRAINING REPORT ON “CONSUMER PREFERENCE AND BRAND RECALLABILITY OF BARODA DAIRY’S PRODUCTS IN BARODA CITY” FOR BARODA DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION LIMITED Submitted to ANAND INSTITUTE OF MANAGEMENT IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF THE AWARD FOR THE DEGREE OF MASTERS OF BUSINESS ADMINISTRATION UNDER THE GUIDANCE OFMr. Kerav Pandya Mr. A. P. JaganiLecturer Marketing OfficerAnand Institute of Management Baroda Dairy Submitted By: SAGAR PANCHAL EXAM SEAT NO: B 010165 M.B.A- SEMESTER 2 ANAND INSTITUTE OF MANAGEMENT MBA PROGRAMME OPP. TOWN HALL, NEAR GRID, ANAND JULY 2010
  2. 2. TABLE OF CONTENTS
  3. 3. PrefaceAcknowledgementDeclarationExecutive Summary SR.NO PARTICULARS PAGE NO. PART-I General Information 1 About the industry 01 2 About the Company 06 3 About the Functional Departments  Production Department 14  Finance Department 17  Marketing Department 19  Human Resource Management Department 22  Purchase and Stores Department 27  Quality Assurance Department 28  Dispatch and Logistics Department 30 PART-II Primary Study 4 Introduction  Background of the Study 31  Importance of the Study 34 5 Overview of the Project  Objective of the Study 35 6 Research Methodology 36  Research Design  Sources of Data  Data Collection Method  Population  Sampling Method  Sampling Frame 7 Data Analysis and Interpretation 37 8 Limitations of the Study 72 9 Results and Findings 73 10 Conclusion/Suggestions 76AnnexureBibliography LIST OF TABLES Table Page Sr. No. Particulars No. No.
  4. 4. 1 Age analysis 01 37 2 Gender analysis 02 38 3 Household income analysis 03 39 4 Occupation analysis 04 40 The response consumption of the Baroda Dairy’s 5 05 41 products The response of not consuming the Baroda 6 06 42 Dairy’s products The top of the mind response of the Baroda 7 07 43 Dairy’s products 8 Unprompted recallability of brands 08 45 9 The response for the 1st favorite brand 09 48 10 The response for the 2nd favorite brand 10 50 11 The prompted recallability of the brands 11 52 12 The recommended brands of products 12 55 13 The consumption pattern of 1st favorite brand 13 58 14 The consumption pattern of 2nd favorite brand 14 59 15 The buying pattern of the respondents 15 60 16 The satisfaction level of quality 16 61 17 The satisfaction level of price 17 62 18 The level of importance of the price attribute 18.1 63 19 The level of importance of the quality attribute 18.2 64 20 The level of importance of the availability attribute 18.3 65 21 The level of importance of the variants attribute 18.4 66 22 The level of importance of the packaging attribute 18.5 67 23 The level of importance of the quantity attribute 18.6 68 The satisfaction/superiority level of Baroda dairy’s 24 19 69 products The association between annual household 25 20 70 income and average amount spent LIST OF CHARTS Chart PageSr. No. Particulars No. No. 1 Age analysis 01 37
  5. 5. 2 Gender analysis 02 38 3 Household income analysis 03 39 4 Occupation analysis 04 40 The response consumption of the Baroda Dairy’s 5 05 41 products The response of not consuming the Baroda 6 06 42 Dairy’s products The top of the mind response of the Baroda 7 07 44 Dairy’s products 8 Unprompted recallability of brands 08.1 46 The percentage of respondent for unprompted 9 08.2 47 recalling other brands 10 The response for the 1st favorite brand 09 49 nd 11 The response for the 2 favorite brand 10 51 12 The prompted recallability of the brands 11.1 53 13 The percentage of prompted recallable brands 11.2 54 14 The recommended brands of products 12.1 56 15 The percentage of recommended brands 12.2 57 16 The consumption pattern of 1st favorite brand 13 58 17 The consumption pattern of 2nd favorite brand 14 59 18 The buying pattern of the respondents 15 60 19 The satisfaction level of quality 16 61 20 The satisfaction level of price 17 62 21 The level of importance of the price attribute 18.1 63 22 The level of importance of the quality attribute 18.2 64 23 The level of importance of the availability attribute 18.3 65 24 The level of importance of the variants attribute 18.4 66 25 The level of importance of the packaging attribute 18.5 67 26 The level of importance of the quantity attribute 18.6 68 The satisfaction/superiority level of Baroda 27 19 69 dairy’s products PREFACE As MBA (Master of Business Administration) students our aim should not be onlyto learn theoretical concepts in the classroom, but it becomes more important as howwe apply those concepts in practices.
  6. 6. At present the world is running very fast. We are coming across many moderntheories and implementation of machineries, to start new business. We must have theknowledge of theories and practical, through it, the student can able know about how toapply their mind in the real business world. This program of industrial summer training is to create awareness about theindustrial environment amongst the students. Such training also plays vital role in MBAprogramme. The importance of training and project preparation has been widely accepted inthe education institutions. Thus knowing the importance of such practical training, ourcollege is providing six weeks training programme. “Baroda District Co-Operative Milk Producers Union ltd” gave me the goldenopportunity to carry out my training programme in such a great organization. I haveprepared the detail report regarding the “Consumer Preference and Brand Recallabilityof Baroda Dairy’s Products in Baroda city”. I have tried my best to collect all necessaryinformation relating to the project work. ACKNOWLEDGEMENT The work presented here is not a single effort as each and every personassociated with this project has contributed in the successful accomplishment of thispiece of work and is being thanked for their efforts.
  7. 7. I am thankful to the Director Dr. N.N.Patel Anand Institute of Management(AIM), MBA programme, for giving me such an opportunity to have a practical exposureand collect first hand data by myself. I owe my heartiest thanks of Mr. Ravindra Mathur (Managing Director), BarodaDistrict Co-Operative milk producers Union LTD, for giving me an opportunity to be a part ofthe Baroda Dairy and I am also thankful to other officers as under for allowing me to doresearch in their prestigious organization and providing necessary information for theresearch project. Mr. V. C. Patel (Marketing Manager) Mr. A. P. Jagani (Marketing Officer) Mr. Alok Desai (Training Officer) Moreover, I am thankful to Mrs. Kunjal Sinha madam, our Project guide(mentor) for assisting me in every way to prepare this report. She shared with me hervaluable knowledge and guided me from time to time in order to improve my project. I would like to thank all those people who were a part of this report in some wayor other for providing me all possible help and cooperating with me. Without their cooperation I would not have been able to get their valuableresponses and thus would not have been able to complete the project. Sagar Panchal DECLARATIONI, SAGAR PANCHAL, hereby declare that the report on “Summer Training” entitled“CONSUMER PREFERENCE AND BRAND RECALLABILITY OF BARODA DAIRY’S
  8. 8. PRODUCTS IN BARODA CITY” is a result of my own work and my indebtedness toother work publications. Correction if any, will be duly acknowledged.Place: AnandDate: 20th July 2010 SAGAR V PANCHAL EXECUTIVE SUMMARY The report consists of the details on Baroda District Co-operative Milk ProducersUnion Ltd. It is a co-operative society. The main aim of it is the welfare of the society byproviding quality milk to its consumers at an affordable price.
  9. 9. It has various functional departments such as the Production, Human Resource,Finance, Marketing, Purchase and Stores, Quality Assurance, Dispatch and Logistics. Adetail study of all these departments have been made so as to get a clear view of theworking of each of them. In addition to it a market research on the ‘Consumer Preference and BrandRecallability of Baroda Dairy’s Products’ has been done in Baroda city. This survey isuseful for the company to know the status of brand Recallability among consumerstowards the products of Baroda dairy in Baroda city. This will enable the company totake appropriate decision as needed to increase as well as to retain its customers in themarket. The survey has been analyzed by presenting it in the form of graphs and tablesand based on it; the interpretations have been made for the same. The results andfindings have also been made for the organization to help management in theirdecisions. Lastly, the recommendations have also been made for the organization. PART-I General Information
  10. 10. About the Industry
  11. 11. INDIAN DAIRY INUSTRYIntroduction:
  12. 12. The dairy sector in the India has shown remarkable development in the pastdecade and India has now become one of the largest producers of milk and value-added milk products in the world. The dairy sector has developed through co-operativesin many parts of the State. During 1997-98, the State had 60 milk processing plants withan aggregate processing capacity of 5.8 million litres per day. In addition to theseprocessing plants, 123 Government and 33 co-operatives milk chilling centres operatein the State.Indian dairy industry: Dairy is a place where handling of milk and milk products is done and technologyrefers to the application of scientific knowledge for practical purposes. Dairy technologyhas been defined as that branch of dairy science, which deals with the processing ofmilk and the manufacture of milk products on an industrial scale. In developed dairying countries such as the U.S.A., the year 1850 is seen as thedividing line between farm and factory-scale production. Various factors contributed tothis change in these countries, viz. concentration of population in cities where jobs wereplentiful, rapid industrialization, improvement of transportation facilities, development ofmachines, etc. whereas the rural areas were identified for milk production, the urbancentres were selected for the location of milk processing plants and productmanufacturing factories. These plants and factories were rapidly expanded andmodernized with improved machinery and equipment to secure the various advantagesof large-scale production. Nearly all the milk in the U.S.A. before 1900 was delivered asraw (natural) milk. Once pasteurization was introduced, it developed rapidly. Mechanicalrefrigeration helped in the rapid development of the factory system of market milkdistribution.
  13. 13. The highest milk producer in the entire globe – India boasts of that status. India isotherwise known as the ‘Oyster’ of the global dairy industry, with opportunities galore tothe entrepreneurs globally. Anyone might want to capitalize on the largest and fastestgrowing milk and milk products market. The dairy industry in India has been witnessingrapid growth. The liberalized economy provides more opportunities for MNCs andforeign investors to release the full potential of this industry. The main aim of the Indian dairy industry is only to better manage the nationalresources to enhance milk production and upgrade milk processing using innovativetechnologies. The Indian dairy industry has aimed at better management of the nationalresources to enhance milk production and upgrade milk processing involving newinnovative technologies. Multinational dairy giants can also make their foray in theIndian dairy market in this challenging scenario and create a win-win situation for both. In India, dairying has been practiced as a rural cottage industry since the remotepast. Semi-commercial dairying started with the establishment of military dairy farms
  14. 14. and co-operative milk unions throughout the country towards the end of the nineteenthcentury. During the earlier years, each household in those countries maintained its ‘familycow’ or secured milk from its neighbor who supplied those living close by. As the urbanpopulation increased, fewer households could keep a cow for private use. The high costof milk production, problems of sanitation etc., restricted the practice; and gradually thefamily cow in the city was eliminated and city cattle were all sent back to the rural areas. Gradually farmers within easy driving distance began delivering milk over regularroutes in the cities. This was the beginning of the fluid milk-sheds which surround thelarge cities of today. Prior to the 1850s most milk was necessarily produced within ashort distance of the place of consumption because of lack of suitable means oftransportation and refrigeration. The Indian Dairy Industry has made rapid progress since Independence. A largenumber of modern milk plants and product factories have since been established.These organized dairies have been successfully engaged in the routine commercialproduction of pasteurized bottled milk and various Western and Indian dairy products.With modern knowledge of the protection of milk during transportation, it becamepossible to locate dairies where land was less expensive and crops could be grownmore economically. In India, the market milk technology may be considered to have commenced in1950, with the functioning of the Central Dairy of Aarey Milk Colony, and milk producttechnology in 1956 with the establishment of AMUL Dairy, Anand. The industry is still inits infancy and barely 10% of our total milk production under goes organized handling.NATIONAL DAIRY DEVELOPMENT BOARD
  15. 15. National Dairy Development Board (NDDB) was founded to replace...Exploitation with empowerment,Tradition with modernity,Stagnation with growth, An instrument for the development of India’s rural transforming dairying into aninstrument for the development of India’s rural people. Prior to NDDB, the milk market was vastly governed by local private dairy andthese dairies were neither producing milk nor they were animal breeders and hence lawof demand and supply was unheard by those whose intentions were purely to makemore money from both the sides – that is from producers of milk (farmers) andconsumers at large. Establishment of NDDB broke that spell and traders were side linedin due course. The National Dairy Development Board was created in promote, finance andsupport producer-owned and controlled organizations. NDDB’s efforts are co-operativeprinciples and the Anand Pattern of Co-operationPhilosophy of NDDB 1. Co-operation is the preferred form of enterprise, giving people control over theresources, through democratic self governance. 2. All beneficiaries, particularly women and under privileged, must be involved inco-operative management and decision making. 3. Technological and evolution search for better way to achieve the objective inthe dynamic market. The NDDB was created in 1965, fulfilling the desire of the Prime Minister of India– the late Lal Bahadur Shatri – to extend the success of the Kaira Co-operative MilkProducers union (Amul) to other parts of India.
  16. 16. That success combined the wisdom and energy of farmers with professionalmanagement to successfully capture liquid milk and milk product markets whilesupporting farmer investment with inputs and services. NDDB began its operations with the mission of making dairying a vehicle to abetter future for millions of grassroots milk producers. The mission achieved thrust anddirection with the launching of “Operation Flood”, a programme extending over 26 yearsand which used World Bank loan to finance India’s emergence as the world’s largestmilk producing nation. Operation Flood’s third phase was completed in 1996 and has toits credit a number of significant achievements. As on March 2001, India’s 96,000 dairy co-operatives integrated through a threetier co-operative structure – “The Anand Pattern”, owned by more than ten millionfarmers, procure an average of 16.5 million liters of milk every day. The milk isprocessed and marketed by 170 milk producers’ co-operative unions which, in turn, own15 state co-operative milk marketing federations. NDDB also promotes other commodity-based co-operatives, allied industries andveterinary biological on an intensive and nation-wide basis. Dr. (Ms) Amrita Patel servesas the Chairman of NDDB; Dr. Varghese Kurien was the founder Chairman.
  17. 17. About the Company
  18. 18. The Baroda District Cooperative Milk Producers Union Ltd. Baroda Dairy is a prestigious popular co-operative organization of farmers ofVadodara District, providing good quality milk to the people of Sayaji Nagari since Last52 Years. Baroda Dairy is a one of the leading dairies in INDIA having turnover ofRs.4000 Million(2008-09) and has a 1300 member milk cooperative societies(2008-09),800 Milk centers for distribution and sales of Milk, 500 Retailers for sales of milkproducts and 1300 dedicated employees. The mission is to help farmers of the district togrow & improve life style of rural people.Introduction: Baroda District lies in the centre of Gujarat, a state of Western India, well-knownfor co-operative dairying. Baroda District co-operative Milk Producers’ union Ltd. Is thefull name of Baroda dairy. As the name suggests that it is a co-operative union. Thecompany is engaged in the production of milk, flavored milk, butter and ghee, buttermilk. The company also produces a wide variety of ice-cream, shrikhand, and manysweets through Sugam unit, a subsidiary of Baroda dairy. The plant is situated in Makarpura area, in the center of the city. The plants ofBaroda dairy are fully equipped with latest technology and modern facilities. Barodadairy always work for welfare of society.Objective: The Milk Union was established on 24th December 1957 with a view to relieve themilk producers by the private milk venders and to give proper remuneration to them andto supply good milk to the citizens of Baroda City.
  19. 19. Foundation of Dairy With the view to relieve the milk producer from the exploitation by the privatevendors, and to give a remunerative price for their milk and to supply good quality ofmilk to the citizen of Baroda city, the milk union was established on 24th December,1957. The milk union got guidance and help in all respect from the Neighboring milkunion of "Amul" especially from the Founder Chairman of "Amul", Shri T.K. Patel andthen the general manager, Dr.V.Kurien who supported and guided the Baroda MilkUnion. This union has strong leadership of Shri Maganbhai Patel, Founder Chairmanand Shri Jashvantlal Shah, Deputy Minister in the then state of Bombay. Under theirdynamic leadership the foundation stone of this union was laid. First six milk co-operative societies became founder members of this union fromwhere the milk was brought for distribution, but, in the absence of adequate facilities forchilling and pasteurization it was thought best to postpone the rural milk collection. Inturn, pasteurized hygienic milk from Amul Milk Union was brought for distribution to theconsumers of the Baroda city. The foundation stone of 50,000 LPD Dairy Plant was laid on 24thAugust 1962, byShri T.K. Patel, the Doyen of the Co-operative Dairy Movement in Gujarat. In the year1963-64 milk distribution through 21 Distribution centres were started in an organizedway. In the year 1964-65, the union started its milk procurement from 120 milk co-operative societies. The dairy plant commissioned on25th April, 1965, was inauguratedby Shri Morarjibhai Desai, the then Finance Minister, and Government of India. Underthe milk distribution system, pasteurized milk in the bottles was supplied to the cityconsumers. The bottling plant was set by UNICEF in collaboration with CARE to supplythe reconstitutes milk to school children on matching contribution basis.
  20. 20. COMPANY PROFILE:UNIT NAME: Baroda District Co-operative Milk Producers Union Ltd.FORM OF ORGANIZATION: Co-operative SectorYEAR OF ESTABLISHMENT: 24TH December, 1957REGISTERED OFFICE: Baroda District Co-operative Milk Producers Union Ltd. Baroda Dairy, OPP. O.N.G.C. Regional Office, Makarpura Road, Baroda-390009 E-Mail: dairy@barodaunion.Coop Website: www.barodadairy.com Phone: (0265) 2641066SIZE OF THE UNIT: Large Scale IndustryREGESTERED OFFICE NO.: Rg. No. D 4/57TOTAL UNITS: 1. Baroda Dairy - Baroda 2. Sugam Unit – Baroda 3. Cattle Feed Category – Itola 4. Milk Chilling Centre – Bodeli 5. Veterinary Sub Unit – Savli 6. Veterinary Sub Unit – DabhoiMAN POWER: Permanent: 1378 Temporary: 475BOARD OF DIRECTORS:
  21. 21. 1) Shri Narendra Mukhi Chair Man2) Shri Satishbhai patel Vice Chair Man3)Shri Ravindra Mathur Managing Director4) Shri Sureshbhai Z. patel Director5) Shri Upendrasinghji p. Gohil Director6) Shri Ganpatsinghji M. Solanki Director7) Shri Ashwinbhai C. patel Director8) Shri Ajitsingh R. Thakor Director9) Shri Dilipbhai N. Patel Director10) Shri Ganpatsinghji B. DirectorSolanki11) Shri K.T Amin Director12) Shri Dinsa N. patel Director13) Shri Ranjit singh M. Rathwa Director14) Shri Thakorbhai V. patel Director15) Shri kiritsinghji j. Maharaul Director16) Shri Bakul bhai k. patel Director17) Shri K.M. Jala Director18) Shri Deepak Dalai Director19) Shri Arun Vayanganker Director20) Shri Deepal Dalai District Registrar21) Shri K M Joshi General ManagerAUDITOR: Ramesh M Patel. (Sp. auditor)Current Expansions:
  22. 22. The dairy has started manufacturing bottled mineral water. Water from the riverNarmada will be used for manufacturing mineral water, which will be marketed in bottlesand pouches. A 12-km pipeline has been laid to pump water from the Narmada. Thedairy has already got 90% subsidy from the Centre for the project. The project name is“NARMADA NEER”.Future Expansions: Baroda Dairy, run by Baroda District Milk Cooperative Union, is all set to ventureinto manufacturing of tomato ketchup. The dairy has decided to take up a green fieldproject for setting up a tomato ketchup manufacturing facility in central Gujarat. Thedairy also plans to market the product at a later stage. Baroda dairy is currently giving final touches to the project report. According totop officials of the dairy, the proposed plant will come up in the Bodeli area. Around Rs7-8 crore would be required to set up the new unit, for which the dairy has alreadyacquired land. "Bodeli is an ideal location for such a plant as its surrounding area such aChhota Udaipur, Pavijetpur and Sankeda grow tomatoes on a large scale. Tomatoeswill be procured from these areas, according to the dairy officials. Baroda Dairy is also going to introduce Idli-Dhosa centre after the success ofPizza. As per the latest news given in the local news paper dated 8th June, 2010 thatBaroda Dairy has increased its turnover with Rs.62 crores. And also with theexpenditure of Rs.20 crores, the Dairy will launch a new plant with the capacity of 7LAKH LITRES.Present Products Mix:
  23. 23. Baroda Dairy is a unique place processing several products from the basic raw-material i.e. Milk, These products are as under and are immensely popular in andaround city of Baroda. • Milk • Butter Milk(Chhash) • Curd • Flavoured Milk • Butter • Cheese • Paneer • Ghee • Rajwadi Kadhi • Thickshake • Dry Sweets • Ice-cream • Pizza • ShrikhandVision and Mission: Baroda Dairy is a Co-operative society and it is not just a profit making unit but toserve the better worth to society. The main mission of the Baroda dairy is to assure andsafeguard the interest of the both nominal consumer of milk in city area and supplier ofrural areas. And for this the Baroda Dairy deals according to provide BEST QUALITYproduct at REASONALBE PRICE to their customersEnvironment Policy:
  24. 24. We are committed to protect and preserve natural Environment for social welfareand co-existence. Baroda Dairy, A leading co-operative organization is engaged inmanufacturing and marketing of milk and milk products in India and abroad.FOLLOWING ARE THE PRINCIPLES OF ENVIRONMENTAL POLICY● Control our plant operations to prevent pollution.● To conserve natural resources and energy.● Comply with applicable environmental legislation and regulations.● Applying greening of the earth within our premises.● Continually improve our environmental performance.● To minimize generation of waste and follow appropriate methods for it’s disposal● Create awareness among employees on environmental issues and environmental management system.● Keep our work environment clean and safe. This Environmental policy will be communicated to all employees, contractorsand suppliers of Baroda Dairy.Quality Policy: Baroda Dairy firmly believes to provide Milk and Milk products of quality to givetotal consumer satisfaction. In order to achieve this objective, Baroda Dairy hasimplemented Quality and Food safety Management Systems since May 2000. The dairyis certified for ISO 9001:2000 and HACCP by SAI Global, which is a wholly ownedsubsidiary of Standards Australia International Ltd. The implemented systems emphasize on ensuring and maintaining quality andFood safety at all stage of procurement, Production, Packaging, Storage andDistribution of Milk and Milk Products. Both the Quality and Food safety Management Systems are audited every sixmonths by SAI Global to ensure the continuity and adequacy. The product quality andsafety is ensured at every stage of operation and does not merely relay on final product
  25. 25. testing. There is a system in place to identify and assess the risk at every stage ofproduct manufacturing, packaging storage and distribution. Appropriate controlmeasures are implemented at the identified stage to eliminate the possible cause ofrisk. This ensures the quality and food safety at every stage. A high level of plant and personnel hygiene and housekeeping is maintained toavoid any cross contamination. The housekeeping audits are conducted periodicallyand employees are motivated to participate in good Housekeeping Competitions. The dairy develops and maintains lawn and trees on open land within thepremises. Baroda Dairy now, looks forward to implement ISO-14001:1996Environmental management System with the objective to prevent pollution and protectenvironment through proper Management and control of its activities, products andservices.Achievements:  Achievement of holding ISO 9002 HACCP 9000 certificate.  National Productivity Award for the best Productivity.  Jamnalal Bajaj Award in 1994-1995.  Award for good housekeeping at state level.  Baroda Dairy was second achieving the award in Horticulture.  Received International recognition ISO 14001 Certificate for the maintenance of Natural Environment.  Received second Prize for minimum accidents among drugs pharmaceuticals food and dairy Industry.
  26. 26. About the Functional Departments
  27. 27. Production Department
  28. 28. ORGANIZATIONAL STRUCTURE OF PRODUCTION DEPARTMENT INTRODUCTION
  29. 29. Production Department is most important part in any organization, firm,company or co-operative sectors. Production can be made for the middle users or forthe end-users (direct consumers). Production do the main work of converting rawmaterial into semi-finished or finished goods, it depends on what kind of production theorganization is doing. In the context of BARODA DAIRY, people have endless demand for milk andmilk products. BARODA DAIRY undertakes the procurement of milk and its productionlikewise satisfying the needs and demand of people. It estimates the demand andaccordingly production is done for which arrangement of Raw material, finance andprovision for selling is made by BARODA DAIRY. The Production Department is interrelated with the Personnel, Finance, andMarketing Department. During the year the average weight of milk received from the co-operative milk societies was 3,34,588 kg. The maximum quantity of milk received in oneday was 4,44,008 kg during the year.Major Products of Baroda Dairy: Following are the some milk products that the Baroda Dairy products and sale indifferent areas of Baroda district.Amul Gold 22,98,259 litres per dayFlavoured milk pouch 33149 pouches per dayAmul Shakti 71,24,528 litres per dayFlavoured milk bottles 31114 bottles per dayAmul Cow 6,14,867 litres per dayTotal 1,00,37,654 litres per dayDaily Average 3,34,588 litres per dayGoras chhas 14,39,04 pouch of 500ml per dayJira Chhas 14,16,552 pouch of 200ml per dayMasti Dahi 2,80,711 pouches of 200ml per dayRajwadi Kadhi 21,863 pouches of 500ml per monthActivities of Production Department:  There are mainly five (5) activities done by the Production Department. They are as follows: 1. Raw Material Receiving Dock
  30. 30. 2. Pasteurization 3. Standardization 4. Homogenization 5. Pouch packing SectionBaroda Dairy has set up a modern plant for the production process. It has establishedits plant in a modern high tech style which functions nearly 80% automatically. Finance Department
  31. 31. INTRODUCTION
  32. 32. Finance is the most crucial part in any organization. Finance is required in each& every stage of the business. Business is nothing but a process of making moneythrough money. The finance department of a business takes responsibility for organizing thefinancial and accounting affairs including the preparation and presentation ofappropriate accounts, and the provision of financial information for managers The primary purpose of the Finance Department is to monitor and report on thefinancial position of the Baroda Dairy and to provide an excellent level of service to theirpublic customers and customers in other City Departments. It can be acquired through various sources. After the acquisition of finance, thework of utilization of finance is to be decided. The finance department has to deal withnot only the procurement of finance but also with the proper utilization of it. Finance isthe basic requirement for purchase of assets, production of goods, marketing, selling,etc. The finance department takes the decision regarding financial matters. Thus, wecan say that finance dept. is one of the most important dept.Source of Finance in Baroda Dairy Baroda dairy does not raise finance for short term as all the requirement forshort-term finance are fulfilled by the internal sources (i.e. reserves & surplus). Mostly,finance is raised from long-term sources of finance. All the requirement of finance isfulfilled either by issuing equity shares or by taking loan from “National DairyDevelopment Board”. The repayment of loan is done in equal installments, the amountis pre-decided. Generally, 6% interest is charged on the amount of loan.The Main Areas Covered By Financial Department in Dairy • Book keeping procedures.
  33. 33. • Creating a balance sheet & profit and loss account. • Providing information to management. • Management of wages & salary. • Raising Funds. • Cost allocation.Capital Structure in Baroda Dairy Capital structure of an organization refers to procurement of capital. capitalstructure including all the financial. Thus capital structures of an organization show howor through which sources raised. Baroda dairy is a co-operative society and its shares are out listed in stockexchange. However the shares are purchased by the milk societies who can easilybecome its members. These societies are not paid dividend but get prices difference. Baroda Dairy Is A Co-Operative Organization. It Does Not Issue Right Or AnyOther Public Issue. Therefore There Is No Question Of Any Bonus. “BARODA DAIRY” does not have any other source of raising fund from itsprofits. For any undertaking it is financial by NDDB or self financing. Marketing Department
  34. 34. ORGANIZATIONAL STRUCTURE OF MARKETING DEPARTMENT
  35. 35. INTRODUCTION “It is clearly said that Marketing Department is the Front Face of anyorganization or firm”. This is said because marketing is the only means from where
  36. 36. the consumers can know about the upcoming products of the firm or organization. Thisindirectly gives result in increased sales of products. Marketing - in other sense, means promoting the product publically and to bringrevenue through sales. Marketing Department does the function of creating demand inpeople and generates sales from it, which completely depends on marketingdepartment. Baroda dairy is having a full-fledged marketing dept. where all the functionsrelated to marketing are performed. As a part of marketing strategy Baroda Dairy hasincreased its Morning milk centersTarget Market of Baroda Dairy The whole city of Baroda is the target market for Baroda dairy. Also the town ofBaroda city is the target market for the Baroda dairy. Baroda dairy’s milk and itsproducts are very popular among people of Baroda which made BARODA DAIRY a“MARKET LEADER”Market Share Baroda dairy has 80% market share. It is market leader. It is due to the qualityand variety of milk & milk products which are sold at reasonable price.Advertisement Baroda dairy does not have to advertise on a large scale for its products becausemost of the people are aware of the products produced by the dairy. In fact, theproducts are of daily used and they are so popular that there is little need foradvertisement.Pricing Policy
  37. 37. “Price” may be defined as the value of product expressed in the monetary termswhich a consumer pay or expected to pay in exchange and anticipation of the expectedor offered utility. Therefore, we can say “price is a link between the consumer andorganisation”. As the main objective of Baroda dairy is not profit maximisation, so it setsreasonable price for its products. It considers the interest both the parties. i.e. thesuppliers of milk and the consumers currently, all over India the price of milk is fixed bythe NDDB (National Dairy Development Board)Export The products produced at Baroda dairy are not exported to other countries. Theproducts of SUGAM unit are Exports to countries like…….. USA SINGEAPORE JAPAN AUSTRALIA KUWAIT BATLERIN DUBAI ABUDHABIWarehousing & Transportation • Warehousing:- Baroda dairy does not have any warehouse but it has “cold storage”. Mostly, allthe products are perishable in nature so there is a facility of cold storage and it is withinthe dairy premises. • Transportation:- There is use of private vehicles i.e. tempo & trucks which are hired to transportmilk. The transportation cost is low as it is within Baroda district.
  38. 38. Human Resource Department
  39. 39. INTRODUCTION There is a well versed Quote saying that “Employees are the assets of anyorganization” Which depicts that they are most important tool of organization. Thus tomaintain them for the organization, Personnel department (Human ResourceDepartment) is kept for the well being of employees. The function of Human Resource Department can be seen in each and everydepartment of any organization. Thus it can be easily said that “The Human ResourceDepartment” is the heart of any organization. The function of Human ResourceManagement is to manage the people working in the organization. It mainly focused onthe intrapersonal relationship and interpersonal relationship of employees. Human Resource Management in simple words means planning, organizing,directing and controlling of procurement, recruitment, selection, training anddevelopment, compensation, integration, maintenance, appraisal, allocation andseparation of Human Resources Thus, Human Resource Management refers to set of programme, functions andactivities designed and carried out in order to MAXIMIZE the employee’s as well asorganizational efficiency and effectiveness.
  40. 40. Human Resource Management at Baroda Dairy “Baroda Dairy is one of the leading Dairy” It shares collaborative and friendlyrelationship with preferred partners, employees, consumers and other workers involvedto it. It maintains a transparency in handling the above relations and stick to itsstandards. The HRM function or Personnel department function in Baroda Dairy is indeedvast. All major activities since working of a worker – from the time of his/her selection into an organization until he/she resigns or get retired or leave job for any reason – comesunder the preview of HRM. The HR planning in Dairy is very smooth and transparent. It made Baroda Dairya HUGE BIG Family of approximately 1400 employees. In Baroda Dairy major attentionis given on the welfare and Safety of employees. They are also given different kind ofincentives to increase their production effectiveness. Dairy also focuses on developing human value and potential through variousbearing and development activities and provide favorable atmosphere. All thesefunctions are performed by HR in Baroda Dairy.
  41. 41. ORGANOGRAM OF PERSONNEL DEPARTMENT MANAGING DIRECTOR GENERAL MANAGER (P&A) MANAGER MANAGER MANAGER SUPERINTENDENT(PERSONNEL) TIME KEEPING (ADMIN) (TELEPHONE) OFFICER OFFICER OFFICER SR. OFFICER JR. OFFICER JR. OFFICER JR. OFFICERSR. EXECUTIVE SR.EXECUTIVE SR. EXECUTIVEJR. ASSISTANT JR. ASSISTENT JR.ASSISTANT TIME KEEPER (ADMIN)
  42. 42. Human Resource Is Divided Into Different PartsThe HR in Baroda Dairy in mainly divided into four sections:• Personnel Department  Recruitment, selection, training, industrial relations, negotiation with Union etc.• Administration Department  Its handles canteen, security, welfare facilities, safety, Any theft or loss, Absenteeism , events, AGM meeting organizing, licensing work, hygiene of various dept, etc.• Time Keeping Department  It handles salary & wages, records of employees, provides benefit of statutory, ESS, Form fill up, punching System, provident fund, ESI etc.• Telephone Department & Computer Department  Maintains the connection of each department and provides facility of CUG to each employee to remain in contact while doing work. So that if any query or problem occur they can contact each other easily. Computer system handles the whole MIS in Baroda Dairy.Trade Union in Dairy Trade unions are the voluntary collective group of employees or employersformed to promote and convey their interest through collective actions to theorganization.At Baroda dairy, there are two unions. One for the workers & another for officers whichare working for the following:-
  43. 43. 1. BARODA DAIRY TRADE UNION:- ( FOR OFFICER) 2. RASTRIYA MAJDOOR UNION:- ( FOR WORKERS)  To get adequate bonus  Strive for better working condition.  To secure better pay scale for employees in keeping with the prevailing standards of living in the country.  To work for welfare and development of workers educational facilities and group benefit scheme for them.Recruitment Recruitment is a process of searching for prospective employees & stimulatingthem to apply for the job in the org. Recruitment of an employee is done on the bases of“Human Resource Planning” carried by Baroda dairy Mgt. At Baroda dairy recruitment isdone through both sources i.e. internal as well as external sources.• Internal Recruitment: Recruiting employees internally like promotion, transfers, etc.• External Recruitment: Recruiting employees form job portals, employment exchange, campus interview,advertisements. Dairy uses External source of recruitment mostly.Selection Selection procedure includes the selecting Right candidate, at Right time, forright job. It is as follows:  Application form  Bio-data analysis  Short-listing.  Interviews  References/security screening  Ability tests  Aptitude, intelligence and personality  Work experience/short term contracts  Medical checkups.  Placement/Appointment.
  44. 44. Purchase and Stores Department
  45. 45. INTRODUCTIONInventory Management System In Baroda dairy, the store department uses the FIFO method. I.e. First In FirstOut method of inventory management.Purchase Procedure Baroda Dairy’s main raw material is milk. The purchase department has only topick up just 10% of other raw material. The purchase procedure is as under : 1. First of all respective department heads find out their need and get it approve by the managing director. 2. Then they contact the stores department. 3. After this they send an indent to the purchase department. 4. The purchase department then asks for quotation from the suppliers. 5. After the quotations are received will then be selected. 6. The least cost giving suppler will then be selected. 7. Then take the approval and give the authority to the supplier who gets the quotation passed. 8. Then just let the finance department will make the payment the supplier after the delivery of goods.Types of Stores Cold Stores The cold stores are use for storing milk, chhas, flavored milk, dahi etc. and many other products. General Store 1 In this general store, the veterinary products, medicines, transportation instrument, buckets, flavors for milk and shrikhand are stored here. General Store 2
  46. 46. Here plastic of milk bags is store; tins of ghee, milk powder, fodder for cattle’s etc. arestored. Quality Assurance Department
  47. 47. ORGANIZATIONAL STRUCTURE OF QUALITY CONTROL DEPARTMENT
  48. 48. INTRODUCTIONActivities Carried By People in Quality Control Lab Superintendent The superintendent observes all the activities in the lab, packing and giving the guidance. Junior Officer Here the officer looks after all Agmarks related to ghee and butter in the lab. Senior Officer Here the senior chemist looks after ISO 14000 and ISO 9000-20000 certificates. Chemist The chemist looks after all the society milk, pasteurized milk and other milk products. Sampler The sampler takes the samples from the milk received from different co-operative societies. Micro Biologist (Milk Plant) The microbiologist cleans up all the tools and machines, which are used for milk, butter and buttermilk.
  49. 49. Dispatch and Logistics Department
  50. 50. INTRODUCTIONDispatch and Logistics All activities carried out under the supervision and order General Manager ofMarketing head i.e. order of milk and milk products are dispatched as per the order ofcustomers and retailer and all records of dispatch are kept in dispatch register andcomputer. • In dispatch department the work is divided in 3 shifts 1. Morning 2. Afternoon 3. Evening • Sources of Mode of TransportationThere are trucks, tempos, insulated vans, three wheeler tempos are used to deliver themilk and the milk products in all the three shifts.
  51. 51. PART-IIPrimary Study
  52. 52. Overview of the Project
  53. 53. Background of the study Many large organizations have marked their presence in the dairy industry andtrying to grab as much market share as possible in the industry. Baroda Dairy is alsoone of the cooperative organization which is engage in producing the milk and milkproducts. It sells its milk and milk products under the brand name of “AMUL” which hasthe highest market share in Asia. This as a result has maintained national andinternational for quality and consumers’ likeliness. These high standard milk and milkproducts manufactured economically using modern technology are made availabletimely to consumers.The dairy is manufacturing different types of milk and milk products. The profiles ofthese products are as under: Milk Price Price Price Sr. No. Brand Name Fat SNF (500 ml) (5 ltr) (200ml) 1 Amul Gold 6.00 9.00 Rs 14.00 Rs 140 2 Amul Shakti 4.50 8.50 Rs 13.00 Rs 130 3 Amul Cow’s Milk 3.50 8.50 Rs 12.00 Rs 05 4 Amul Slim & Trim 1.50 9.00 Rs 10.50 GHEE Ghee
  54. 54. Sr. No. Type of Ghee Brand Name Quantity Price 1 Ghee of Mix Milk Surbhi 500 ml Rs 130/- 2 Ghee of Mix Milk Surbhi 15 liters Rs. 3900/- 3 Ghee of Cow’s milk Surbhi 200 ml Rs 55/- 4 Ghee of Cow’s milk Surbhi 500 ml Rs 134/- 5 Ghee of Cow’s milk Surbhi 15 liters Rs 4050/-ButterSr. No. Type Quantity 1 Table Butter 100 gm 2 White Butter 500 gmFlavored Milk Sr. Packing Quantity Price No. 1 Bottle 200 ml Rs 12.00 2 Pouch 200 ml Rs 07.00Butter MilkSr. No. Type Quantity Price 1 Goras (Simple Chaas) 500 gm Rs 05.50 2 Goras (Simple Chaas) 5 liters Rs 55.00 3 Jira Chaas 200 gm Rs 03.00 4 Masala Chaas 200 gm Rs 03.00Rajwadi Kadhi
  55. 55. Sr. No. Packing Quantity Price 1 Pouch 500 ml Rs 07.00 Curd Sr. No. Packing Quantity Price 1 Pouch 200 ml Rs 07.00 • LASSI • DRY SWEETS (MITHAEE) • ICE-CREAM • THICKSHAKE • PIZZA • PANEER • SRIKHAND And • CHEESE is the other products, which are also manufacture by the Baroda Dairy. The above mention products are immensely popular among the consumers ofbaroda city and become the brand among them. Thus the dairy has increased its salesof its products in order to meet the demands of the consumers. The quality of theseproducts is far superior to that of the other local manufacturers of the similar types ofproducts. It is very important for the dairy to satisfy the needs of the consumers who havejoin the dairy with some expectations in terms of price, quality and quantity. As dairy isengage in manufacturing many products along with the milk, it is very essential to giveregular attention on them also. This is very important to know about consumerpreference and brand awareness towards these products. So I am going to study theconsumer preference and brand recallability towards Baroda Dairy’s products.
  56. 56. Importance of the studyThis study will help the organization in the following ways.  To know the consumer preference towards the various products of the dairy.  To know the brand recallability among consumers towards the products of the baroda dairy.  To formulate and implement new marketing strategies to increase brand awareness among the consumers in a city and also to make profit.  To know the favorite brand among the consumers of the baroda dairy and also the pattern of their consumption.  To know the consumer buying behavior.  To know the level of satisfaction towards the quality of the products those are purchased by the consumers.  To know the level of satisfaction towards the price of the products those are charged by the baroda dairy.
  57. 57.  To know the level of importance towards the attributes of the products of the baroda dairy.  To know the level of superiority of the baroda dairy’s products to that of the other brands of products.Objectives of the studyPrimary objective:  To Know the Consumer Preference and Brand Recallability towards Baroda Dairy’s Products in Baroda City.Secondary objectives:  Frequency of buying of preferred products of baroda dairy  To know the importance of various attributes of the products of baroda dairy.  To know the buying behavior or pattern of consumers towards purchase of baroda dairy’s products.  To know about the respondent’s opinion on quality, price of the products of baroda dairy.
  58. 58. Research Methodology
  59. 59. Research Design  In this study a descriptive research design has been chosen.Sources of Data
  60. 60.  Primary Data: The primary data is collected with the help of the questionnaire by taking theresponses of the respondents. As all the respondents are aware about this type ofsurvey it becomes easy for me to collect the information needed for the study. Secondary Data: The secondary data is collected through the following sources: • Past Reports • Data through internet source • Annual reports of the Baroda DairyData collection method  Personal survey has been used to collect the data through structured questionnaire.Universe  The universe consists the respondents of the baroda city.Sampling method  Convenience Sampling Method has been used to select the samples.Sample size  Samples of 100 respondents are taken from the city for the study.Sampling frame  Individuals from baroda city. Data Analysis
  61. 61. And InterpretationAGE ANALYSIS: Table-1 Table showing the age of the respondents
  62. 62. Age No. of respondents Below-20 01 21-40 54 41-55 37 55-Above 08 TOTAL 100 Chart-1 Chart showing the age of the respondentsAnalysis:- This chart shows the diversity in the age group that I have chosen for my samplestudy regarding consumer preference and brand recallability of the Baroda dairy’sproducts. From the above analysis, it can be noted that the majority belongs to agegroup between 21-40 (54 respondents), while the age group of 41-55 consists of 37respondents, further 8 respondents fall under the 55-above age group and lastly only 1respondent fall under below-20 age group who prefer and are able to recall the productsof baroda dairy.GENDER ANALYSIS: Table-2 Table showing the gender of the respondents
  63. 63. Gender No. of respondents Male 66 Female 34 TOTAL 100 Chart-2 Chart showing the gender of the respondentsAnalysis: The above chart shows that out of 100 respondents surveyed during theresearch study 66 respondents are male respondent and the rest 34 respondents arefemale respondent.ANNUAL HOUSEHOLD INCOME ANALYSIS: Table-3 Table showing the annual household income of the respondents
  64. 64. Annual Household Income No. of respondents Less than 2,00,000 11 2,00,001 - 4,00,000 41 4,00,001 - 6 ,00,000 31 More than 6,00,000 17 TOTAL 100 Chart-3 Chart showing the annual household income of the respondentsAnalysis: Here, in this chart out of 100, majority of the respondents i.e. 41 have the annualhousehold income between 2 lac-4 lac. While 31 respondents are having the income of4 lac-6 lac. People with more than 6 lac are consists of 17 respondents and lastly 11respondents fall under the income of less than 2 lac.OCCUPATION ANALYSIS: Table-4 Table showing the occupation of the respondents
  65. 65. Occupation No. of respondents Service 42 Self-employed 29 Student 16 Others 13 TOTAL 100 Chart-4 Chart showing the occupation of the respondentsAnalysis: Out of 100 surveyed respondents, 42 of them are having service background,while 29 respondents are self-employed, 16 are student and the remaining is included inothers (basically are housewife). This means that 42% of respondents are from serviceby occupation and 29% of them are self-employed, 16% are student while the rest 23%are others i.e. housewives. So from the above graph, it is clear that the surveyedrespondents were mostly from service and self-employed by occupation.Q1. Do you consume Baroda Dairy’s products? Table-5Table showing the response for the consumption of the Baroda Dairy’s products
  66. 66. Response No. of respondents YES 100 NO 0 TOTAL 100 Chart-5Chart showing the response for the consumption of the Baroda Dairy’s productsAnalysis: Out of the total 100 respondents, all the 100 respondents are consumingone or the other products of the Baroda Dairy. There is no respondent who is notconsuming any product of the Baroda Dairy. So of the total households, 100% peopleare consuming the Baroda Dairy’s products in some or the other way.Q2. If NO, then what is the reason? Table-6 Table showing the response of not consuming the Baroda Dairy’s products
  67. 67. Response No. of respondents YES 100 NO 0 TOTAL 100 Chart-6 Chart showing the response of not consuming the Baroda Dairy’s productsAnalysis: Here, in the chart there is no respondent who is not consuming the BarodaDairy’s products. Every surveyed respondent is consuming the at least one product ofthe Baroda Dairy. So there is no specific reason for not consuming the Baroda Dairy’sproducts.BRAND RECALLABILITY: Unprompted brand recallabilityQ3. (A) Which ONE brand comes to your mind, when you think about Baroda Dairy?
  68. 68. Table-7Table showing the top of the mind response of the Baroda Dairy’s products Brand No. of respondents Milk 55 Butter milk (Chhas) 04 Curd (Dahi) 04 Flavored milk 05 Butter 02 Ghee 00 Lassi 05 Dry Sweets (Mithaee) 01 Ice-cream 09 Rajwadi kadhi 01 Thickshake 00 Pizza 01 Paneer 02 Shrikhand 08 Cheese 03 TOTAL 100 Chart-7
  69. 69. Chart showing the top of the mind response of the Baroda Dairy’s productsAnalysis: From the above table as well as from the chart it is clearly observed that theproduct Milk is set at the top of the mind of the respondent when they think about theBaroda Dairy. Out of the total 100 respondents, the product Milk is set at the top of thetongue or it can also be said that it is at the top of the mind among majority of therespondents i.e. 55 when they think about Baroda dairy. While the product Ice-cream isfollowed by the product milk as secure the position at the top of the mind among the 9surveyed respondents. Further the product Shrikhand set at the top of the mind amongthe 8 respondents and similarly with the rest of the products. Lastly, the products Ghee and Thickshake could not able to set their presence atthe top of the mind among any of the surveyed respondents.Q3. (B) Are there any other brands that come to your mind as well?
  70. 70. Table-8 Table showing unprompted recallability of brandsBrand No. of respondents % of respondentMilk 44 08Butter milk (Chhas) 64 11Curd (Dahi) 60 11Flavored milk 56 10Butter 46 08Ghee 45 08Lassi 37 06Dry Sweets (Mithaee) 44 08Ice-cream 60 11Rajwadi kadhi 13 02Thickshake 09 02Pizza 20 03Paneer 19 03Shrikhand 33 06Cheese 20 03TOTAL 570 100 Chart-8.1Chart showing the response of unprompted recallability of the other brands
  71. 71. Analysis: As there were multiple responses given by the respondents, it is clearly observedfrom the above chart that the maximum numbers of respondents are able to recall thebrand buttermilk other than their top of the mind brand. This brand consists of 64respondents. While the brands of products Curd and Ice-cream both include equalrespondents of 60 in numbers who are able to recall unpromptedly. Further at the thirdposition is secured by the product flavored milk which has 56 respondents who are ableto recall the brand unpromptedly. While the brands butter and ghee which is more popular among the housewivesis able to recall unpromptedly. This consist of the respondents 46 and 45 respectivelyfor both the brands of products. Further the brand milk and dry sweets consists samenumber of respondents for recalling them without prompting about them. Lastly, the brands Thickshake and Rajwadi kadhi which are recall very few by therespondents who are surveyed during the research study. Chart-8.2 Chart showing the percentage of respondent for unprompted recalling other brands
  72. 72. Analysis: The above shows the respondents for recalling the brands unpromptedly otherthan their top of the mind brand. As we can observe that 11% of the total respondentsare able to recall the brands buttermilk curd and ice-cream without prompting themabout these brands. While only 2% of the respondents are able to recall the brands Rajwadi kadhiand Thickshake without probing them for the brands.Q3. (C) Which brand of product would you say is your 1st favorite brand? It may or may not be the brand you use/chose most often. Table-9
  73. 73. Table showing the response for the 1st favorite brandBrand No. of respondentsMilk 31Butter milk (Chhas) 13Curd (Dahi) 04Flavored milk 06Butter 05Ghee 02Lassi 04Dry Sweets (Mithaee) 00Ice-cream 21Rajwadi kadhi 00Thickshake 01Pizza 01Paneer 02Shrikhand 04Cheese 06TOTAL 100 Chart-9Chart showing the response for the 1st favorite brand
  74. 74. Analysis: The above chart shows the response of the respondents for their 1 st favoritebrand among all the brands that are manufacture by the dairy. So from this chart out ofthe 100 respondents, 31 respondents have the milk as their 1 st favorite brand. While 21respondents say that their 1st favorite brand is ice-cream. Further 13 respondents saythat butter milk is their 1st favorite brand. While the rest brands such as curd, flavoredmilk, butter, ghee, lassi, thickshake, pizza, paneer, shrikhand and cheese are the 1stfavorite brands which consists of 4, 6, 5, 2, 4, 1, 1, 2, 4, and 6 respondents respectively. Lastly, the brand dry sweets and rajwadi kadhi are not the 1 st favorite brandamong any of the surveyed respondents.Q3. (D) Which brand of product would you say is your 2nd favorite brand? Table-10
  75. 75. Table showing the response for the 2nd favorite brandBrand No. of respondentsMilk 18Butter milk (Chhas) 11Curd (Dahi) 09Flavored milk 08Butter 08Ghee 01Lassi 08Dry Sweets (Mithaee) 07Ice-cream 20Rajwadi kadhi 01Thickshake 00Pizza 02Paneer 02Shrikhand 03Cheese 02TOTAL 100 Chart-10Chart showing the response for the 2nd favorite brand
  76. 76. Analysis: Here the above chart shows the 2nd favorite brand of the consumers who aresurveyed during the study research. So from the total of 100 respondents, the brandice-cream is the 2nd favorite brand of 20 respondents while 18 respondents preferredmilk as their 2nd favorite brand. And 11 respondents chose buttermilk as their 2nd favoritebrand. Further the brand curd is chosen as 2nd favorite brand by 9 respondents and thebrands such as flavored milk, butter and lassi have 8 respondents each who selectthem as their 2nd favorite brand. While 7 respondents chose dry sweets as their 2ndfavorite brand. At the end, 2 respondents for each of the brands namely pizza, paneer andcheese and 1 respondents for each brands such as ghee and rajwadi kadhi havechosen their 2nd favorite brand. Lastly, none of the respondents have chose thickshakeas their 2nd favorite brand. Thus, it can be observed that the brand ice-cream is either 1 st or 2nd favoriteamong majority of the respondents who were surveyed during the study. Prompted Brand Recallability
  77. 77. Q3. (E) I have here a list of brands. Can you tell which these brands are you able to recall of? Table-11 Table showing the prompted recallability of the brands Brand No. of respondents % of respondent Milk 04 01 Butter milk (Chhas) 12 02 Curd (Dahi) 15 03 Flavored milk 34 07 Butter 32 06 Ghee 40 08 Lassi 50 10 Dry Sweets (Mithaee) 24 05 Ice-cream 40 08 Rajwadi kadhi 34 07 Thickshake 48 10 Pizza 61 12 Paneer 50 10 Shrikhand 41 08 Cheese 15 03 TOTAL 500 100 Chart-11.1 Chart showing the prompted recallability of the brands
  78. 78. Analysis: Here in this chart, as there were multiple answers given by the respondents,majority of the respondents when they are prompted for other brands to recall of theywere able to recall pizza out of all the brands the most i.e. 61 respondents are able torecall pizza when they are exposed to the lists of the brands that are manufacture bythe Baroda Dairy. The next most prompted recallable brands are paneer and lassi whichhas equal respondents i.e. 50. The next 48 respondents are able to recall thickshakewhen the list of brands was shown to them. 41 respondents are able to recall the brandshrikhand when they were exposed to the list of brands. 40 respondents are able torecall the brands ice-cream and ghee while 34 respondents were able to recall thebrands rajwadi kadhi and flavored milk when the list of brands was shown to them.While 32 respondents and 24 respondents are able to recall the brand butter and drysweet respectively when they are prompted to recall by showing them the list of brands. Further, 15 respondents were able to recall the brands curd and cheese and 12respondents were able to recall butter milk when they are prompted. And lastly, only 4respondents were able to recall milk as a brand when the list of brands of products wasshown to them. Chart-11.2
  79. 79. Chart showing the percentage of prompted recallable brandsAnalysis: The above chart shows the percentage of prompted recallable brands by therespondents. 12% of the respondents were able to recall the brand pizza when they areprompted to recall. While 10% of the respondents were able to recall the brands suchas paneer, thickshake and lassi when they were exposed to the list of brands. Further8% of the respondents were able to recall the brands ice-cream and shrikhand when thelist of brands was shown to them. Similarly the remaining percentage out of hundredwere share among the rest of the brands when the list of brands was shown to therespondents. Lastly, 1%, 2% and 3% are shared among the brand milk, butter milk and curdrespectively. Recommended Brands
  80. 80. Q3. (F) If you had to recommend the brands of products of Baroda Dairy to somebody, which brands would it be? Table-12 Table showing the recommended brands of products Brand No. of respondents % of respondent Milk 57 16 Butter milk (Chhas) 38 10 Curd (Dahi) 26 07 Flavored milk 24 07 Butter 13 04 Ghee 11 03 Lassi 17 05 Dry Sweets (Mithaee) 14 04 Ice-cream 50 14 Rajwadi kadhi 09 02 Thickshake 22 06 Pizza 11 03 Paneer 18 05 Shrikhand 31 08 Cheese 21 06 TOTAL 362 100 Chart-12.1
  81. 81. Chart showing the recommended brandsAnalysis: Here in this chart, milk was recommended by the majority of the respondents i.e.57. The next recommended brand is ice-cream which was consists of 50 respondents.The next brand which was recommended to others by the surveyed respondents isbutter milk and shrikhand which was recommended by 38 and 31 respondentsrespectively. Further, the brand curd, flavored milk, thickshake and cheese wererecommended by 26, 24, 22 and 21 respondents respectively to others for theconsumption. Similarly the brand paneer, lassi, dry sweet, ghee and pizza wererecommended by 18, 17, 14, 11 and 11 respondents respectively to others touse/consume these brands of products. While at the last, only 9 respondents have recommended the brand rajwadi kadhito others. Chart-12.2 Chart showing the percentage of recommended brands
  82. 82. Analysis: Out of the total 100%, majority of the respondents’ i.e.16% recommended milk toothers for the use or for the consumption. While the next brand is ice-cream which wasrecommended to others by the surveyed respondents consists of 14% of the totalrespondents. The third recommended brand is butter milk which is recommended by10% of the total respondents. Then the next recommended brand is shrikhand which isrecommended by 8% of the total respondents. While the brand curd and flavored milk isrecommended by equal percent of the respondents i.e. 7% to others. Further, 6% of the total respondents have recommended both thickshake andcheese to others to consume them. While 5% of the respondents have recommendedboth lassi and paneer and 4% of the respondents have recommended butter and drysweets to others. While due to lack of awareness about the brand pizza and ghee only3% of the respondents have recommended these brands to others. Last but not the least, only 2% of the respondents has recommended rajwadikadhi to others.Q4. How often do you consume the 1st favorite brand of product of Baroda Dairy? Table-13
  83. 83. Table showing the consumption pattern of 1st favorite brand Consumption Pattern No. of respondents Daily 49 Once in a week 38 Once in a fortnight 07 Once in a month 06 Once in a six month 00 TOTAL 100 Chart-13 Chart showing the consumption pattern of 1st favorite brandAnalysis: Here the above chart shows the consumption pattern of the 1st favorite brand ofBaroda Dairy’s product. Out of total 100 surveyed respondents. 49 respondentsconsume their 1st favorite brand of product on a daily basis. While 38 respondentsconsume their 1st favorite brand once in a week. Further7 respondents consume once ina fortnight and 6 respondents consume their 1st favorite brand once in a month. While at the end, there is no respondent who consume the 1st favorite brand ofproduct once in a six months.Q5. How often do you consume the 2nd favorite brand of product of Baroda Dairy? Table-14
  84. 84. Table showing the consumption pattern of 2nd favorite brand Consumption Pattern No. of respondents Daily 34 Once in a week 31 Once in a fortnight 26 Once in a month 09 Once in a six month 00 TOTAL 100 Chart-14 Chart showing the consumption pattern of 2nd favorite brandAnalysis: From the above chart, it is clearly observed that 34 respondents out of 100consume their 2nd favorite brand of product on a daily basis. While 31 respondentsconsume the product once in a week. Further, as compare to 1st favorite brand morepeople consume 2nd favorite brand of product in once in a fortnight pattern. This meansthat 26 respondents consume 2nd favorite brand on a once in a fortnight basis. While 9respondents out of 100 respondents consume them in once in a month. Last but not the least not a single respondent consume 2nd favorite brand ofproduct in once in a six months.Q6. What is the average amount spent by you on the Baroda Dairy’s products in a month?
  85. 85. Table-15 Table showing the buying pattern of the respondents Amount No. of respondents Below Rs.200 03 Rs.200 to Rs.400 20 Rs.401 to Rs.600 39 Rs.601 to Rs.1000 31 Rs.1001 & above 07 TOTAL 100 Chart-15 Chart showing the buying pattern of the respondentsAnalysis: The average amount spent by the majority of the respondents i.e. 39 is betweenRs.401 to Rs.600. while 31 respondents’ average amount on the purchase of theBaroda Dairy’s products is between Rs.601 to Rs.1000. Further within the range of Rs.200 to Rs.400, there were 20 respondents who spent their average amount on thedairy’s products. While there are very few respondents i.e. 7 who spent average amounton the purchase of the Baroda Dairy’s products. At the end, only 3 respondents spentbelow Rs.200 as an average amount on the dairy’s products.Q7. Are you satisfied with the quality of the products that you purchased? Table-16
  86. 86. Table showing the satisfaction level of quality Satisfaction level No. of respondents Highly satisfied 24 Satisfied 68 Neither satisfied nor dissatisfied 07 Dissatisfied 01 Highly dissatisfied 00 TOTAL 100 Chart-16 Chart showing the satisfaction level of qualityAnalysis: Out of 100 respondents, 68 respondents are satisfied with the quality of theproducts of the Baroda Dairy. While 24 respondents are highly satisfied with the qualityof the dairy’s products. Whereas 7 respondents are neutral about the quality of theproducts. Further, only one respondent is dissatisfied with the quality of the products ofthe Baroda Dairy. There is not a single respondent who is highly dissatisfied with thequality of the products.Q8. Are you satisfied with the price that is being charged from you, for the product? Table-17
  87. 87. Table showing the satisfaction level of price Satisfaction level No. of respondents Highly agree 04 Agree 59 Neither agree nor disagree 24 Disagree 11 Highly disagree 02 TOTAL 100 Chart-17 Chart showing the satisfaction level of priceAnalysis: Out of 100 respondents, 59 respondents agree that they are satisfied with theprice that is charged from them for the products. While 24 respondents are indifferentabout the price of the products. Whereas 11 respondents are disagree towards the pricethat is charged from them for the products of the Baroda dairy. Lastly, 4 respondentsare highly agree and 2 respondents are highly disagree towards the price that ischarged from them for the products.Q9. Rank the attributes of the products of Baroda Dairy purchased by you as per their importance? (Develop a five point scale from 1 through 5 where 1= Least Important and 5= Most Important)
  88. 88. A. PRICE Table-18.1 Table showing the level of importance of the price attribute Importance No. of respondents Least Important(1) 01 Little Important(2) 13 Somewhat Important(3) 28 More Important(4) 32 Most Important (5) 26 Total 100 Chart-18.1 Chart showing the level of importance of the price attributeAnalysis: Here in the above chart the surveyed respondents believe price as the most important attribute while purchasing the products. Here 26 respondents believe price as most important attribute and 32 respondents believe price is more important attribute while purchasing the products of the Baroda dairy and 28 respondents also believe that price is somewhat important for them while purchasing the products. B. QUALITY Table-18.2 Table showing the level of importance of the quality attribute
  89. 89. Importance No. of respondents Least Important(1) 00 Little Important(2) 00 Somewhat Important(3) 04 More Important(4) 07 Most Important (5) 89 Total 100 Chart-18.2 Chart showing the level of importance of the quality attributeAnalysis: This chart shows the importance of quality of Baroda Dairy’s products. Out of thetotal 100 respondents, 89 respondents have ranked quality as the most importantattribute while purchasing the products of the Baroda Dairy. Whereas 7 respondentshave ranked quality as more important and 4 respondents believe that quality issomewhat important while purchasing the products. C. AVAILABILITY Table-18.3 D. E. Table showing the level of importance of the availability attribute
  90. 90. Importance No. of respondents Least Important(1) 01 Little Important(2) 03 Somewhat Important(3) 30 More Important(4) 46 Most Important (5) 20 Total F. G. 100 H. Chart-18.3 I. J. Chart showing the level of importance of the availability attributeAnalysis: From the above chart it can be easily understand that respondents have rankedavailability as the more important attribute while purchasing the products. Whereas 30respondents believe that availability is somewhat important and 20 respondents believethat availability is the most important attribute while making the purchase of theproducts of the Baroda Dairy. While only 1 and 3 respondents’ ranked availability as aleast and little important attribute. D. VARIANTS Table-18.4 A. B. Table showing the level of importance of the variants attribute Importance No. of respondents Least Important(1) 03
  91. 91. Little Important(2) 13 Somewhat Important(3) 52 More Important(4) 26 Most Important (5) 06 Total C. D. 100 E. Chart-18.4 F. G. Chart showing the level of importance of the variants attributeAnalysis: The above chart shows the maximum number of respondents i.e. 52 have rankedvariants as the somewhat important attribute while purchasing the products of the dairy.Whereas 26 respondents believe that variants is more important attribute of theproducts and 6 respondents believe that it is the most important attribute. Last but notthe least 3 and 13 respondents have ranked the variants as the least and little importantattribute of the products of the Baroda Dairy. E. PACKAGING Table-18.5 A. B. Table showing the level of importance of the packaging attribute Importance No. of respondents Least Important(1) 02 Little Important(2) 16 Somewhat Important(3) 43
  92. 92. More Important(4) 29 Most Important (5) 10 Total C. D. 100 E. Chart-18.5 F. G. Chart showing the level of importance of the packaging attributeAnalysis: Here out of 100 respondents, 43 respondents have ranked the attributepackaging as somewhat important. While 29 respondents have ranked it as moreimportant and 10 respondents have ranked it as the most important attribute. Whereas16 respondents have ranked the attribute packaging as the little important and just 2respondents believe it as the least important attribute of the products of the dairy. F. QUANTITY Table-18.6 A. B. Table showing the level of importance of the quantity attribute Importance No. of respondents Least Important(1) 01 Little Important(2) 09 Somewhat Important(3) 29 More Important(4) 37
  93. 93. Most Important (5) 24 Total C. 100 D. E. Chart-18.6 F. G. Chart showing the level of importance of the quantity attributeAnalysis: The above chart clear shows that 37 respondents have ranked quantity as moreimportant attribute of the products. While 24 respondents have ranked the attributequantity as the most important while purchasing the products of the dairy. Whereas 29respondents believe that it is somewhat important while purchasing the products. And atthe last 9 respondents have ranked quantity attribute as the little important and only 1respondent have ranked the attribute quantity as the least important one.Q10. Do you agree that Baroda Dairy’s products are more superior in quality to other brands of products? (1= strongly agree to 5= strongly disagree) Table-19 Table showing the satisfaction/superiority level Satisfaction level No. of respondents Highly agree 09 Agree 53 Neither agree nor disagree 32 Disagree 06 Highly disagree 00 TOTAL 100
  94. 94. Chart-19 Chart showing the satisfaction/superiority levelAnalysis: From the above chart, it is clearly observed that out of the total 100 respondents,53 respondents agree that Baroda Dairy’s products are more superior to others brandsof products in terms of quality. While 32 respondents who are surveyed respond thatthey are neither agree nor disagree about the quality of the Baroda Dairy’s products ascompare to other brands of products. Whereas 9 respondents strongly agree that thequality of the products of Baroda Dairy are more superior to other brands of products. Atthe end 6 respondents are disagree towards the superiority of the products of dairy interms of quality and there is no respondent who is highly disagree about the superiorityof the quality of the products of the dairy.CHI-SQUARE ANALYSIS: Table-20 Table showing the association between annual household income and average amount spent

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