Aprojectreportonconsumerpercept

Consumer perception and preference towards Nandini curd in Dharwad

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Sl.NO. Contents Page
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01 EXECUTIVE SUMMARY 01-02

02 INDUSTRIAL PROFILE 03-11

03 COMPANY PROFILE 12-43

04 RESEARCH METHODOLOGY 44-45

05 DATE COLLECTION METHODOLOGY 46-47

06 ANALYSIS AND INTREPRETATION 48-65

07 FINDINGS 66

08 SUGGESTIONS 67

09 CONCLUSION 68

10 BIBLIOGRAPHY 69

11 APPENDICES 70-72



CHAPTER-1
EXECUTIVE SUMMARY

It is said that a glass of milk is equals to one meal. There is no exaggeration in the
statement Milk is the basic food for every human being, starting from infant to the old age
people consumes milk in one or other form. For healthy growth of human being milk
plays vital role because it contains necessary vitamins and carbohydrates.

Karnataka milk federation is a non profit organization formed for farmer.
Karnataka milk federation started its co-operative activities at Dharawad in 1983. In1986,
the Dharawad milk producer‟s co-operative union limited was formally set up. Started in
an ambitious way, the dairy production capacity was 200 thousand ltr‟s per day, over the
years the average procurement has been between 65 to 85 thousand ltr‟s per day, and the
average sale has been around 50 to 55 thousand ltr‟s per day. The milk union has a total
477 dairy co-operative societies in its area of operation out of which 400 dairy operative
societies are operating in profit. In the last ten years along with the procurement activities,
the milk unions are also involved in socio-economic development of its rural masses in
unique program called STEP.

Since 2006, the milk union has made good plans for future terms of increasing the
procurement and marketing of milk and milk products.

The companies to enhance their credibility and better profit carry out market
research to some of the strategic decisions. The modern manager relies more on such
market research crunches faced. To avoid unnecessary cost of research and the time
constraint consumer product companies tend to rely on data collected from retailer and
the consumers. Because companies believe the retailers are having direct contact with the
consumers. Their opinion plays important role in taking decisions such research is called
retailers. And it is basically a non-probability convenient sampling where relying on the
data. May have opinion biases. However this can act as an important tool in making
strategic decision making tool.



KMF DHARAWAD MILK UNION LIMITED serving people more than ten
years has segmented itself in every possible place and ensures it has a self for its products
at all the outlet possible. It is carrying its network with help of distributors, agencies and
retailers who serves to ultimate consumers. Since the company is a people focused it
holds responsibility towards retailers where serving people at large even consumers.
Hence a need was felt to find out the retailer perception and relationship

The title of the study was “Consumer perception and preference towards
Nandini curd in Dharwad city”

Objectives of the study:

To know the consumer preferences towards curd.
To know the consumer satisfaction towards Nandini curd.
To determine the quality of Nandini curd.
To know the consumer awareness towards Nandini curd.
To know the problems faced by customers towards Nandini curd.
To determine the buying behavior of customers towards curd.

The main intention of this study is to study the buying behavior of customers and
costumers preferences towards curd. And identify the reasons low sales of cur in
Dharwad city.



Methodology:
Location: Dharawad city (shettar colony, Gandhi nagar, hos
Yallapur shri Nagar, Emmikeri, Mrutyunjay Nagar, etc)

Sample size: 100 customers
Instrument used: self administered questionnaire
Sampling techniques: Simple random sampling
Statistical tool: tables, pie charts, bar charts, are used in Analyzing the Data.

INDSTRY PROFILE
India is largest producer of milk in the world. The production of milk products in
2001 was 3.23 lakh tones. The target of milk production during 2001-02 is 84.9 million
tones. It has been estimated that approximate 12% milk per day is processed in to value
added products; most of these products are exported.

India‟s traditional dairy product sector is poised for rapid expansion with the
result of application of modern process technologies in production of mithais. The raising
demand for packed, fresh dairy products like dahi, panner, lassi,and cream is widening
the base of modern dairy sector of country and ensure a better price to primary milk
producers. Simultaneously, it will also help to productively utilize India‟s growing milk
surplus.

According to the recently released ‘Technology of Indian Milk Products’
industry references published by dairy India, the Market for traditional India milk based
sweets alone are estimated at $500m.Tthe market for traditional dairy products in India
exceeds an estimated Rs 50,000 crore and is largest and fastest growing segment of
Indian dairy industry.

During the pre-independence era there was no serious stress given to dairy
industry. In 1886, the department of defense of British government established the dairy
farms for the supply of milk to the British troops in Allahabad, in 1920, serious step were
taken by Mr. William Smith, an expert in dairy farming to improve the milk production.



The dairy and animal Husbandry received serious attention after the
independence. There were lots many of progressive steps taken by government through
five year plans. Indian council of Agriculture Research mostly drew up these plans.

Further our late Prime Minister Lal Bahadur Shastri felt the need for setting up co-
operative society through out country for the sake of rural development Board in 1965.
This board was register under society‟s registration act and the Public trust act, having its
head office at Anand, Gujarat.



NATIONAL DARIY DEVELOMENT BOARD

History

The NDDB was founded to replace exploitation with empowerment, tradition
with Modernity, Stagnation with growth, transforming dairy into and instrument for
the development of Indian‟s rural people.

The NDDB was established in 1965; the board is registered under the
Societies Registration Act and the public Trust Act, fulfilling the desire of the Prime

Minister of India – the late Lal Bahaddur Shastri to extend the success of the
Kaira Co-operative Milk producers union (AMUL) TO OTHER PARTS OF India.
Dr Vergese Kurien was the founder chairman. The success combined the wisdom &
energy of farmers with professional management to successful capture liquid milk
and milk product markets while supporting farmer‟s investment with inputs and
services.

The Growth:
NDDB began its operations with the mission of making dairying a vehicle to
a better future for millions of gross roots milk producers. The mission archived
helped to launce „‟Operation Flood‟‟, a programmed extending over 26 years and
with the help of World Bank Loan India become the world‟s largest milk producing
country. As per March 2001 India‟s 96000 Dairy Co-operative are integrated
thorough a three Tier Cc-operative structure. The Anand pattern, which is owned by
more than 10 million formers, procures an average of 1605 million liters of milk
everyday. The milk is processed and marketed by 170 milk producers‟ co-operative
unions which, in turn own 15 state co-operative milk marketing federation. Since its
establishment the dairy development board has planned and spearheaded India‟s
Dairy programmer by placing dairy development in the hands of milk producers and
the professionals they employ to manage their co-operatives. In addition, NDDB also
promotes other commodity based co-operative, allied industries and veterinary
biologically on an intensive and nation wide basis.



Objectives of NDDB:
To sponsor, promote, manage, acquire, construct or control any plant or
work, which promote projects of general public utility relation to
dairying.
To make information available on request to technical services to increase
production of Milk.
To prepare initial feasibility studies of dairying and other dairy related
projects and undertake subsequent designing planning and start up those
projects.
To undertake research and development programmed related to
production and marketing of milk and milk products.
To provide assistance for exchange of information to other international
agencies.

Services rendered by NDDB:
Planning dairy and rural development projects.
Organization of farmer co-operative societies.
Setting up of dairy and cattle feed plants.
Manpower planning and training.
Applied research and development.
Implementation of milk production enchantment programmed



KARANATAKA MILK FEDERATION

Karnataka Co-operative Milk Producers Federation Limited (KMF) is the
apex body in Karnataka representing dairy farmers Co-operatives. It is third largest dairy
co-operative amongst the dairy cooperatives in the country. In South India it stands first
in terms of procurement as well as sales. One of the core functions of the federation is
marketing of Milk and Milk products. The brand name „nandini‟ is the household name
for Pure and Fresh milk and milk products.

The first dairy in India was started in Kludge in Kodak district in 1955. Further in
June 1974; an integrated project was launched in Karnataka to restructure and recognize
the dairy industry on co-operative principle & to lay foundation for new direction in dairy
development.

The present Karnataka Milk Federation (K.M.F) came in to existence in 1984 as
results of merging of Karnataka Dairy Development Co-operation, small co-operatives
and Karnataka Milk development & loose venders. The Karnataka Milk Federation is co-
operative apex body in the state of Karnataka representing dairy development activities to
achieve the dairy objectives.



Objectives

To produce better quality of milk.

To make profit by satisfying the customer.

To gain market share.

To avoid wastage of milk and to reduce cost of production.

To provide good environment and good facilities to the customer.

To maintain the customer relationship by providing good service at
right time and

Right place

To reach the maximum customer.

To provide required quantity of agents.

To produce better quality of milk than the competitors.

To produce the cheaper price so that it is affordable by the middle
class people.

To provide assured market for milk produced/supplied by farmers.

To facilitate rural development by providing opportunities for self
development at

Village level, preventing migration to urban are.

FUTURE VISION

To consolidate the gains of dairying achieved in the state of Karnataka and with
the view of to efficiently chill, process and market ever developing and increasing milk
procurement with an utmost emphasis on quality and in process conserve the socio-
economic interests of rural milk producers, the government of Karnataka through KMF
has proposed to undertake several projects with financial and technical support of NDDB.



MISSION STATEMENT

To enhance milk production and procurement and maximize returns to milk
producers by finding lucrative market for milk and thereby contribute towards viability
milk unions

PERSPECTIVE PLAN 2010

Government of Karnataka and NDDB signed an MOU during February 2000, for
further strenghenthning the Dairy development activities in Karnataka with an out lay of
Rs. 250 Crores. Consequent to the announcement of new lending terms conditions by
NDDB through an evolution of an action plan Perspective 2010 to enable the dairy co-
operatives to face challenges of the increased demand for milk and milk products by
focusing efforts in the four major thrust areas of strengthening the Co-operative.
Enhancing Productivity, Managing Quality and building a National Information Network,
Plans are under implementation. The 4 milk Unions viz., Dharwad Tumakur Bijapur, and
Gulburga, that were having accumulated losses were included for rehabilitation program
under the Centrally Sponsored Scheme “Assistance to Co-operatives” which is also under
implementation.

THE DISTRIC C0-OPERATIVE SOCITY (DCS):

It is the basic Organization unit, functioning at the village level. By training local
people to organize and manage the activities village level institution building and
development and local leadership is promoted.

FUNCTINS:

1. Its functions daily and acts as marketing outset for the milk produced in village.
2. Input facilities are also analyzed to the dairy farmers through these societies and
include Veterinary First Aid, Sales for Cattle Feed, Supply for Fodder Seed,
seedlings and provisions of Veterinary Health Care.
3. Payment for milk is done through the societies, to the milk producers.



THE MILK UNION

Milk Union is channel of District Co-operative societies in an organized form
for the procurement. The procurement route is linked to chilling centers or a dairy.
Dharwad Milk Union is one such union. It is middle tier of complex co-operative
organization network. Federating the societies in locating geographical area forms unions.
The Milk unions are organized to make them economically viable and the jurisdiction
extents from one district to another district. There are five Milk Unions whose jurisdiction
covers a single district, four unions covers two districts each district covers three districts
and one union territory extends to four districts. All unions own three own Milk facilities.

Functions

These unions help to organize new Primary Dairy Co-operative societies. Also
helps in managing these DCS by assisting in accounts, purchase, process and marketing
these liquid milk. The Unions help in providing all the input facilities to DCS and
channels the dairy farmers through DCS. The Union provides the following facilities

Provide balanced cattle feed.
Provide animal health care.
Providing artificial insemination for breed improvement.
Providing training for breeding and feeding.
Provide training for management.

Milk federation:

The main objectives of the federation are to help in federation of Milk Unions
through the state and thus forming the state level apes‟ organization. The federation
implements all the project activities. After the projects activities are accomplished the
Federations aims at formulating marketing strategies in marketing the milk and milk
products. The Karnataka Milk federation, which was set up in 1984, has the fallowing.



Functions

The foremost function of KMF was to co-ordinate the activities between the union
and also in making market available so that the production increases.
The federation also manages surpluses deficiencies of liquid milk among the milk
and milk products at reasonable price.
The federation also manages to market the milk and milk products out side the
state.
Provides balanced cattle feed.
The Karnataka milk federation consists of ;

Units Numbers
Milk 13
Dairies 17
Liquid Nitrogen Silos 6
Product plant 3
Training centers 3
Sperm station 1
Cattlel Feed Plant 4
Pouch Film Plant 1

Achievement:

Bangalore Milk union, Dakshin kannada Milk Union Mother Dairy has obtained
ISO-2000
92% of functioning milk producer‟s co-operative societies earning profit.
At present on an average of Rs. 205 lakhs is paid per day to milk producers.



COMPANY PROFILE

DHARWAD MILK UNION
Establishment
The Dharwad milk union is co-operative society among the 13 establishment,
under KMF. The Dharwad milk union is one of the most modern plant in the country. It is
located in the specious 15 acres land, located in Lakamanahalli Industrial Area, adjacent
to the National highway-4. It is patterned after the AMUL Milk Dairy, Anand and
Gujarat.

HISTORY
A group of experienced officers, appointed by Karnataka Milk Federation
surveyed the whole Dharwad district (include two newly formed district Gadag and
Havery) and Uttar Karnataka. Further they found is a need for a milk dairy. They traveled
surrounding villages, educated the villagers about Milk & Milk products and benefits they
would get from the milk dairy.

Seeing the over whelming response and untapped resources and the huge market,
the federation decided to set up a milk union in 1984, known as the DHARWD MILK
UNION LIMITED. Further in 1989, the training center was controlled by KMF, came
under Dharwad Milk Union. The brief profile of the company is given



DHARWAD MILK UNION
Location Lakmanahalli, industrial area, Dharwad
Share capital 3 crores by members and 2 crores by government of
Karnataka
Plant capacity 2 lakh liters per day
Milk powder 12tons/day
Butter 6tons/day
Ghee 6tons/day
Milk chilling centers Gadag 20,000 ltrs/day
Haveri 20,000 ltrs/day
Hirekerur 20,000 ltrs/day
Naragund 8,000 ltrs/day
Ron 10,000 ltrs/day
Sirsi 20,000 ltrs/day
Presence value of activity Collection of Milk 80,000 ltrs/day
Sales of Milk 70,000 ltrs/day
Area of operation Dharwad, Haveri, Gadag, Uttar kannada districts
Board of directors Elected members 8
Ex officers 3
By govt 5
Total workers 393 workers
Departments 9
Brand name NANDINI

Milk:
Toned Milk, full cream milk, standard milk, shubham
milk, homogenized milk.
Milk products:
Butter, ghee, curd, lassi, paneer, milk powder, khova, peda,
mysore pack etc……
Co-operative societies at 460 socities
village level



STRATEGIES;
The Dharwad milk union has the fallowing set of strategies, which will formulated
every year. The present year has the fallowing strategies. The strategies has formulated
with the help of KMF & NDDB and the union members. Fallowing are the strategies set
this years.

STRATEGIES OF MARKETING DEPARTMENT:

1. Aims at marketing the products through proper marketing channels.
2. Aims to conduct some consumer awareness programs and various seminars.
3. Aims at conducting some whole sellers and retailers meeting.
4. Aiming to set up the new advertisement strategies like putting up hoarding.
5. Distributing pamphlets, and contests.

STRATEGIES OF ADMINISTRATIVE DEPARTMENT:
To check labor absenteeism.
To check actions against in-disciplined workers
Aims at helping the employees to become more responsible towards desired work.



ORGNIZATION STRUCTER

President

Director Director Director Director Director
(Govt) (Govt ) (DCS) (NDDB) (Society)

Managing Director

Procurement Product president Marketing Finance
Dept Director Dept Adm Dept Dept

Quality F.G.S & Accounts &
Transport Control Stores M.I.S.
Purchase



SYSTEMS
PROCUREMENT AND INPUT DEOARTMENT

The union carries procurement by setting up Co-operative societies at village
level. Later milk is collected in chilling center. Milk collected from the milk centers is
first tested. There are milk testing equipments for this purpose. Then a survey on
availability on transportation specialties and productive capacity of villagers are
conducted. If the marketable surplus is more than 150 ltrs per day, a society is formed.
Further 10 promoters are selected from the village and are given responsibility of
collecting capital for the society by selling shares. Procurement is done twice a day and
payment is made on the basis of fat content and SNF in the milk.

After this, milk is sent unions or chilling center, whichever is near. At the chilling
center, milk is chilled up to 4 degree Celsius. Later this milk is sent unions in insulated
tankers for further processing. The main function of this department is to procure milk
from different area throughout the year.

The department also provides facilities that help in enhancing more productivity.
The main function of P & I department is to organize village dairy co-operative societies
and procure more milk from village societies Fallowing are other services provided by P
& I department.

 Veterinary services to keep up good health of cattle through
 Regular health camps
 Emergency services round clock
 First Aid, vaccination., infertility camps, fodder.
 Artificial insemination facility to improvement of cattle breeds.
 Facilitating training programs regarding management of cattle.
 Supply of fodder to cattle.



THE STRUTCTR OF PROCURMENT AND INPUT DEPARTMENT

Manager

Procurement Technical
wing input wing

Deputy Deputy
Manager Manager

Assistant Assistant
manager manager

Extension
Clerks
officers

Clerks

Helpers



PRODUCTION & PROCESS DEPARTMENT
The main objective of this department is to follow up production schedule as per
Plans and maintain close & co-ordinate relationship with other departments and ensure to
upgrade the technical efficiency of production. Milk, as it is highly perishable product,
has to process immediately to avoid spoilage of milk with respect to its flavor, and taste.

The production department is well equipped and various types of highly
sophisticated machines imported from Sweden and Denmark. Once the milk is received
from P & I department, it is first weighed with the help of weighing bowl. Later, it is
poured in dump tank. Sample testing is made through Lactometer reading and other tests.
The fat and SNF content of each sample of milk is accessed. The cow and buffalo‟s milk
are separately received and sent to the production section separately through two different
stainless steel pipes.

Later, the raw milk is passed through plate chiller of variable capacity where it is
cooled up to 4-5 degree Celsius. This is cooled raw material is further stored in a silo of
30,000 liters capacity.

PURPOSE OF CHILLING
Chilling is done to avoid growth of micro organism, which responsible for
spoilage of milk and bitter taste. The milk which is stored in silos is pumped through
pipeline to the balance tank which is helps maintain the steady speed of milk in
Pasteurization machine. In DMU, there two milk pasteurization machines and one cream
pasteurization machine.

PURPOSE OF PASTEURIZATION:
Pasteurization is process where milk is heated high temperature and cooled
instantly, to destroy microorganisms. The Pasteurized milk will be stored in Pasteurized
milk silos and then sent to pre-packing section. Packing is done in 500 ml, & 1000 ml,
stored in cold storage at 7 degree Celsius.



PASTEURIZATION OF CREAM
The milk in bulk is taken to cream separate. Here, the cream is separated and
passed through cream pasteurization unit. This cream is sent to butter section. The milk
with no fat is skimmed milk. This skimmed milk is pumped back to pasteurization unit
and heated to 4 degree Celsius using chilled water and stored silos. This skimmed milk is
sent to powder section. The pasteurization cream is mixed in proportion to pasteurized
milk.

TONED MILK

Karnataka‟s most favorite milk. Nandini toned fresh and pure milk containing
3.0% FAT & 8.5% SNF, available 500 ml & 1 liter pack

SHUBHAM

Buffalo‟s milk, 100% pure pasteurized and packed hygienically, this milk has 5%
FAT & 9% SNF. Available in 500ml and 1 liters & also available in 5 liters for bulk
consumers.



FULL CREAM MILK

Full cream milk, containing 6% FAT and 9% SNF. Rich, creamier, testier milk,
ideal for preparing home made sweet and savories. Available in 500 ml and 1 liter.

HOMOGENIZED TONED MILK:

Nandini homogenized milk is pure milk. Which is homogenized and pasteurized,
consists right through, it gives you more cups of tea or coffee and easily digestible.
Available in 500 ml packs.

CURD

Raw milk I s heated to 90 degree Celsius and allowed to cool 30 degree Celsius.
Later, culture is added to it and packed; the curd is packed in the packet it self. It is stored
packed in 200 grams & 500 grams.



BUTTER

The cream, which is stored in cream refining tank, is taken to churning section
where it is churned. Here butter fat butter milk are separated. The vacuum pump removes
excess of moister and butter come out of continuous butter making machine (capacity-
1500kgs/hrs). Butter in 100, 200, 500grms and also 10 & 25grms, these are stored in deep
freezer room with temperature 22 degree Celsius.

GHEE

There are two ghee boiler capacity 1500kg/batch. Abutter 2.5tons is melted and is
brought to ghee boiler. Here it is heated to 90 degree Celsius for 15mins so that the
residue is allowed settle down and ghee is passed to settling tank through clarifiers. Later
ghee is allowed for cooling (at 30-40degree Celsius) and packed in tin of liter, 500 &
200ml of pack and kept in cold storage.

PANEER

If there is excess of milk, then paneer is made. The milk is heated to 90 degree
Celsius for 15-20mins, glacial acetic acid is added to milk, and milk is attained to through
fine muslin cloth. The solid portion is retained and put in water, & then it is put in chilled
water and left overnight. Later it is packed & storage in cold storage.
MILLK POWDER



When there is excess of milk, milk powder is made. The capacity of powder plant
is 12tons. There are two sections-evaporator & spray drier, through which milk is
converted in to milk powder. In evaporator, milk is boiled for 55 degree at high vacuum.
Milk is concentrated to drier, 40-45% of milk is solid. Moister is removed and milk
powder is obtained consists of 4% moister.

PEDHA

Dharwad is famous for its delicious pedhas. DMU has separate pedha section.
About 80 liters(depends upon demand) is heated continuously for 3 hours till the milk is
semi solid, later sugar and ingredients are added and stirred continuously on low flame.
Later it is shaped in small balls and packed.



The milk produced here is differentiated by content of FAT & SNF

Type FAT SNF
Toned Milk 3.10% 8.50%
Standard Milk 4.50% 9%
Shubham Milk 6% 9%
Full Cream Milk 5.10% 9%

The bellow table gives a brief idea of milk products, their FAT & Moister:

Products FAT SNF Moister

Butter 8.30% 1% 16%
Ghee 99.80% - 0.20%
Panner 20% 30% 50%



Structure of Production Department

MANAGER

Deputy manager Office staff

Assistant manager Assistant (stores) Assistant(account)

Technical officer Clerk Typist

Senior supervisor

Junior supervisor

Dairy operation

Dairy technician

Dairy worker



QUQLITY CONTROL DEPARTMENT

The DMU, at every stage is taken to ensure that the customer gets the products,
which a very high quality. Hence there is separate department called the quality control
department, where the quality testing is done. There is a separate laboratory for this.
Quality control is very essential as maintain the freshness of the milk. All the containers,
pipes and other equipments are washed with hot water before starting off with new
production. There are tests conducted here. The packed milk we get will have undergone
three quality tests. First test is done on raw milk which we get from chilling center. Next
before standardization and the last before packing. The other tests conducted are:

Tests Reasons

Temperature Should be below 5degree.
If milk is curdles soon after boiling milk is
Clot on boiling rejected.
Acidity test To test the extent of acidity.
Alcohol test To check the heat stability of milk.
Lactometer test To check the density of milk.
FAT test Percentage of FAT determined.
SNF test Percentage of SNF determined for pricing.
SNF=CLR+FAT/4

ACTIVITIES:
Modification of milk film sachet by reducing length.
Implementation of 2nd stage modification ISI formula for calculating SNF
in milk.
Inspection of the cold storage, deep freezers, dairies, and chilling centers.
Regular attending customer complaints.



Structure of Quality Control Department

Deputy
Manager

Ass Manager Ass Manager

Quality Ass Quality Ass
Officer Officer
(Chemicals) (Bacteriology
)
Lab Assistant Quality Ass Quality Analyst



Marketing Department
Milk and milk products are perishable in nature so, dispatching and marketing of
these should be done effectively.

In DMU, marketing department has the fallowing tasks,
Marketing of milk and milk production through its own network.
Marketing development and sales promotion.
Reconciliation of sales with all agents.
Consumer‟s grievances redressed.
Need based marketing.
To take up defense supplies.

Operating Areas
DMU‟s Nandini milk is marketed in Hubli-Dharwad, Karawar, Gadag, Haveri, and
Uttar Karnataka. The milk is marketed through retailores.

The department has fallowing objectives;
To increase the market share of the Nandini.
To set up more marketing strategies.
To be responsive to consumers and channel members.
To promote more of Nandini milk and milk products through intense
advertising.

Competitors
The Nandini milk is facing lot of competition in the milk market. The prime
competitors are private players like.

Aditya
Bharat
Arokya
Siddi Vinayak
Datta
Mayor
Gopal
Loose venders, etc



Promotional activities
To over come from neck- to –neck competition, different promotional activities are
fallowed. With the help of KMF, & NDDB for building brand image of Nandini and
enhancement of sales milk & milk products.

Advertising in all available media.
Sponsoring event viz, cricket match, exhibition.
Participation in trade fairs.

Distribution Channel

DMU has its own marketing channel. However it fallows two types of direct
channels.

1. Consumer Market:

DMU is selling its products directly to the consumer through its special venders. It
also distribute to nearly to 600 retailers and milk parlors. These are exclusive milk
parlors, which sell only KMF products.

2. Institutional Market:
There is also demand for milk, which is sent by institution like government run
institution, hospital, school, hotels etc.

Strategies adapted by the department to enhance sale of its products are.
Conduct awareness programs of milk homogenized processed milk.
Attain daily complaints of consumers and retailers.
Need for healthy promotional activities against competitors.
Adapting different marketing strategies in place of undifferentiated
strategy.
Cross functional teams.
New area visits.
Door to door survey.
New agents



Distribution Chart

Raw Milk

Processing

Production

Milk Bi-product

Packing Marketing
(Orders)

Store

Loading & Dispatching

Van drivers & Retailers

Agents &
Retailers

Consumers Delivery
boys


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Structure of Marketing Department
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Further Marketing department has two sub departments

1. Stores
2. Finished goods Stores

Stores department
The stores department in DMU follows a codex system (coded control system). A
card is maintained for each item and a number I allocated. The attached to each article
consists of amount, balanced, date of issue, purchase etc. this is separate recorded in
ledger book. The inventories are of different kind ranging mechanical squares, packing
items to animal drugs, stationery and veterinary drugs. There are at least 4000 different
inventories.

This department has fallowing services:

It tries to maintain maximum and minimum level of inventory so as to
avoid blockage of capital and storage.
Ordinary and local available commodities are maintained at minimum
possible level.
Items of urgent not easily available are stored sufficiently for further
demand.



Structure of stores department

Stores Superident

Stores Assistant
(FDS)

Stores Assistant
(GR-)

Helpers



Finished Goods Stores
This department acts as an interface between production marketing departments. It
is concerned with maintenance of finished goods and connected records. It receives all the
finished goods and issues the stock to the marketing department as per indents.

It insures that the goods are maintained properly with respect to quality. Accounts
are maintained daily and monthly report is submitted to the production, marketing and
finance departments. As the products are perishable, First-In-First-Out method is fallowed



Structure of Finished Goods Stores

Assistant Manager

Market Accounts
Assistant Assistant

Dairy Operator

Dairy Worker



Finance Department
This department is responsible for keeping all the inward and outward flow of
money of the union. It represents budget every year and financial rules for receipts and
payments are framed. The functions of this department are;

To prepare monthly accounts (receipts, payments, profit & loss accounts
and balance sheet).
To prepare quarterly financial statement.
To prepare integrated business plan.
To prepare year ending financial statements.
To get accounts audited from statutory books of accounts.

DMU fallows two types of auditing:

1. Pre-audit system done by finance & accounts departments every year.
2. Statutory system done by private charted accountants every year.



The structure of Finance Department

Deputy Manager

Assistant Manager

Assistant Accounts

Assistant Accounts



Purchase Department

It is sub department which comes under finance department. The main work of this
department is to purchase various materials required by different departments. After
ascertaining the stock position by stores department and indent is sent by different
department duly approved by the managing director. This department acts to procure
materials.

It also maintains records of all the supplies, calls, for tenders, quotations, etc.
quotations with lowest rate are sanctioned. Purchase up to Rs. 50,000 is made by the
purchase department. If the amount is more than Rs. 50,000, then the approval of
managing director is most.



Structure of Purchase Department

Purchase officer

Purchase Superintendent

Assistant
Purchaser

Helpers



Administration Department
The administration department controls the overall functioning of the
organization. The organization consists of fallowing three levels

Managerial cadre includes Managing Director, Deputy Manager and
Assistant Manager.
Supervisory level includes technical officers and supervisors.
Workers level includes labors and helpers.



Structure of Administration Department

Deputy Manager

Assistant Ass Manager
Manager (Personal)

Administration Administration
Superintendent Superintendent

Administration
Assistant
Security
Time Canteen Department
Keeper



Canteen
There is a canteen in the premises itself. To provide lunch, tea, etc to the
employees at reasonable rate. The canteen is handled by the canteen in charge

Time Keeper:
The department records the working hours of the employees. The workers divided
in to different shifts; control the working of department. Each employee to given punch
card, whenever as employee enter in to the premises he has to punch the card in the time
machine and before leaving the premises he has to do the same. Based on these
attendances, canteen bills are charged, wages are fixed and deduction are made.

Security department:
DMU occupies 15 acres of land, the whole premises is guarded by the security
personal. The security people work in three shifts. All the vehicles are checked before
entering the premises. The department is also maintains separate registers like store-in
register, attendance register, etc.



Product profile

Product Brands
Sterilized Flavored Milk in 5 flavors

(Pista, Badam, Pineapple, Mango, Chocolate)

Paneer

Khova

Peda

Mysore Pak

Premium Badam Burfi

Premium Cashew Burfi

Jamoon Mix

Ready to eat gulab jamoon

Rasagulla badam powder, Nandini Bite,



Product Lines

Toned Milk

Homogenized Milk

Full Cream Milk

Good Life

Slim

Butter Milk

Shubham



CHAPTERII

DESIGN OF THE STUDY

Title of the study

Consumer Preferences and Perception towards Nandini curd in Dharwad city.

Statement of the problem
This is the first step in the research methodology. It is very important to define the
statement of problem because of the saying that “A problem well defined is half solved”.

In this study it is mainly focused on “Low sales of Nandini curd”.

In this contest, it is need to evaluate the various factors which are considered
while purchasing the particular product.

Objectives of the study:

To know the consumer preferences towards curd.
To know the consumer satisfaction towards Nandini curd.
To determine the quality of Nandini curd.
To know the consumer awareness towards Nandini curd.
To know the problems faced by customers towards Nandini curd.
To determine the buying behavior of customers towards curd.

Scope of the study

This project helps me to get practical exposure, that how organization works, how
the finished product reach the consumer form plant to retail outlet.

Implementation of theoretical aspects in to practical, marketing is the back bone
of Dharawad Milk Union.



RESEARCH DESIGN
The research design constitutes the blue print for the collection, measurement
and analysis of data. It helps the researchers by posing crucial choices, is the blue print to
include experiments, interviews, observations, the analysis of records. Are the methods of
data collection the research to highly structure?

Dharawad is a vast city with an area of 13,659 sq kilometer spread across with
population of 6, 25,345,

As it was very difficult to conduct personal interview, so I have taken a sample
of 100 respondents with random sampling method.

The segmentation of the consumer is done on the basis of age as below 15-24,
25-34,35-44, above 45. It is done so assuming that the same age group people behave
similarly.

The research study is done with the help of a questionnaire and taking personal
interview by simple random method.

LIMITATION OF THE STUDY

The scope of the study covered only limited areas of Dharwad city.
Some times respondents were not co-operative with me.
The limited respondents from each sampling unit may not be sufficient. That
means the remaining people in that area may not be similar to the selected
respondents.

The researchers experience in conducting this study

Due to busy schedule consumer generally they tend to give biased
opinions.
The sample base of 100 consumers was very small when compared to the
population of Dharwad city.



CHAPTER
METHEDOLOGY OF DATA COLLECTION

Source of data

The source of data includes both primary and secondary data.

Primary Data:

Primary data consists of original information gathered for specific purpose at
hand. These are data gathered for a specific purpose or for a specific research project.

This project relied on response from the respondents. To obtain this primary data a
well structured questionnaire was prepared and samples were met randomly.

Secondary Data:

Secondary data consists of information that already exist and that were being
collected in fast for some other purpose.

Secondary data can be divided in to

a) Internal Secondary Data

The data generated within the organization itself like Company
Profile, experts, Broachers etc.

b) External Secondary data
The data generated by sources outside the organization like distributors, books,
websites and internet.



SAMPLE DESIGN

The sample method used random sample. A sample of respondents is selected for
the purpose of study.

Sampling process:

Population: A population is best defined in terms of elements, units, and time

Consumer: Children‟s Students Business men Employee others [Age wise Gender wise]

Extent: Dharwad city

Personal interview;
Approaching people personally and interviewing directly.

Questionnaire

Preparing the questions and it is designed. That it covers various opinions, views
about, Nandini curd.

Personal interview technique was selected to gather information by respondents.



Analysis and interpretation
Which of these brands of curd do you aware?

Frequenc Percent Valid Cumulati
y Percent ve
Percent
Valid nandini 70 70.0 70.0 70.0
aditya 16 16.0 16.0 86.0
Ram 9 9.0 9.0 95.0
rahim
shrikrishn 5 5.0 5.0 100.0
a
Total 100 100.0 100.0

ANALYSIS:
The above table and graph indicates that- 70% of respondents are aware about
nandini curd and 16% of respondents are aware about aditya curd and 9% of respondents
are aware about ramrahim curd.and, 5% percent of respondent are aware about of
shrikrishna.

INTERPRETATION:
By analysis we can interprets that most of the respondents are aware about
NANDINI curd.



Which brand of curd do you prefer?

Frequency Percent Valid Percent Cumulative Percent

Nandini 59 59.0 59.0 59.0
Aditya 22 22.0 22.0 81.0
Valid ram rahim 11 11.0 11.0 92.0
Others 8 8.0 8.0 100.0
Total 100 100.0 100.0

ANALYSIS:
The above table and graph indicates that - 59% of respondents prefer
NANDINI, 22% of respondents prefer ADITYA, 11% of respondents prefer
RAMRAHIM, and remaining 8% of respondents prefer other curd.

INTEERPRETATION:
By analysis we can interprets that half of the respondents are prefer NANDINI curd.




brand name 12 12.0 12.0 12.0
Quality 43 43.0 43.0 55.0
Price 10 10.0 10.0 65.0
Valid
thickness 19 19.0 19.0 84.0
Taste 16 16.0 16.0 100.0
Total 100 100.0 100.0

ANALYSIS:
The above table and graph indicates that, 43% of respondents are consider
quality while buying curd, 19% of respondents are consider thickness while buying curd,
16%, 12%,10% respondents are consider taste, brand name, price, while buying curd
respectively

INTEERPRETATION:
By analysis we can interprets that nearly half of the respondents are consider
quality while buying curd.



Are you aware of nandini curd?
y Percent ve
Percent
Valid yes 70 70.0 70.0 70.0
no 30 30.0 30.0 100.0
Total 100 100.0 100.0

ANALYSIS:
The above table and graph indicates that, 75% of respondents are aware of
NANDINI curd, remaining 25% of respondents are not aware of NANDINI curd.

INTEERPRETATION:
By analysis we can interprets that, most of the respondents are aware of
NANDINI curd.



Are you satisfied with the quality of nandini curd?
Frequen Percent Valid Cumulat
cy Percent ive
Percent
Valid yes 67 95.7 95.7 95.7
no 3 4.3 4.3 100.0

Total 70 100.0 100.0

ANALYSIS:
The above table and graph indicates that, 95.7% of respondents are satisfied
with the quality of NANDINI curd, and remaining 4.3 of respondents are not satisfied
with the quality of NANDINI curd.

INTEERPRETATION:
By analysis we can interprets that, most of the respondents are satisfied with
quality NANDINI curd.



taste


not at all satisfied 4 6.0 6.0 6.0
not satisfied 16 23.9 23.9 29.9
Moderate 27 40.3 40.3 70.1
Valid
Satisfied 18 26.9 26.9 97.0
highly satisfied 2 3.0 3.0 100.0
Total 67 100.0 100.0

ANALYSIS:
The above table and graph indicates that, 40.3% of respondents are moderately
satisfied with the quality NANDINI curd, 26.9% of respondents are satisfied, 23.9% not
satisfied, 6% of respondents not at all satisfied, only 3% of respondents are highly
satisfied with the taste of Nandini.

INTEERPRETATION:
By analysis we can interprets that, nearly half of the respondents are moderately
satisfied with taste of NANDINI curd.



availablity


not satisfied 23 34.3 34.3 43.3
Moderate 13 19.4 19.4 62.7
Valid
Satisfied 21 31.3 31.3 94.0
Total 67 100.0 100.0

ANALYSIS:
The above table and graph indicates that, 34.3% of respondents are not
satisfied with availability NANDINI curd, 31.3%of respondents are satisfied, 19.4%
moderate, 9% of respondents not at all satisfied, only 6% of respondents are highly
satisfied with the availability of Nandini curd.

INTEERPRETATION:
By analysis we can interprets that, 34.3% of respondents are not satisfied with
availability of NANDINI curd.



availablity on time


not at all satisfird 5 7.5 7.5 7.5
not satisfied 15 22.4 22.4 29.9
moderate 15 22.4 22.4 52.2
Valid
satisfied 22 32.8 32.8 85.1
Total 67 100.0 100.0

ANALYSIS:
The above table and graph indicates that, 32.8% of respondents are satisfied
with availability on time of NANDINI curd,22.4 %of respondents are satisfied, 22.4%
moderate, 7.5% of respondents not at all satisfied, only1 4% of respondents are highly
satisfied with the availability on time of Nandini curd.

INTEERPRETATION:
By analysis we can interprets that, 32.8 respondents are satisfied with
availability on time of NANDINI curd



packaging


not satisfied 13 19.4 19.4 22.4
modrate 25 37.3 37.3 59.7
Valid
satisfied 23 34.3 34.3 94.0
Total 67 100.0 100.0

ANALYSIS:
The above table and graph indicates that, 37.3% of respondents are moderate
with packaging of NANDINI curd, 34.3 %of respondents are satisfied, 19.4% not
satisfied, 6%% of respondents highly satisfied, only 3% of respondents are not at all
satisfied with the packaging of Nandini curd.

INTEERPRETATION:
By analysis we can interprets that, 37.4% of respondents are moderately
satisfied with the packaging of NANDINI curd.



price


not satisfied 28 41.8 41.8 50.7
moderate 20 29.9 29.9 80.6
Valid
satisfied 12 17.9 17.9 98.5
Total 67 100.0 100.0

ANALYSIS:
The above table and graph indicates that, 41.8% of respondents are not satisfied
with price of NANDINI curd, 29.9 %of respondents are moderate, 17.9% satisfied, 9% of
respondents not at all satisfied, only1.5% of respondents are highly satisfied with the
price of Nandini curd.

INTEERPRETATION:
By analysis we can interprets that, 41.9% respondents are not satisfied with the
price of NANDINI curd.



smell


notat all satisfied 3 4.5 4.5 4.5
not satisfied 13 19.4 19.4 23.9
moderate 24 35.8 35.8 59.7
Valid
satisfied 20 29.9 29.9 89.6
Total 67 100.0 100.0

ANALYSIS:
The above table and graph indicates that, 41.8% of respondents are moderate
with smell of NANDINI curd, 29.8%of respondents are satisfied, 19.4% not satisfied,
10.4% of respondents highly satisfied, only 4.5% of respondents are not at all satisfied
with the smell of Nandini curd.

INTEERPRETATION:
By analysis we can interprets that, 35.8% respondents are moderately satisfied
with smell of NANDINI curd.



Are the promotional activities influenced you to buy the curd?


yes 57 57.0 57.0 57.0
Valid no 43 43.0 43.0 100.0
Total 100 100.0 100.0

ANALYSIS:
The above table and graph indicates that, 57% of respondents are say‟s that
promotional activities are influencining while buying curd, and remaining 43%
respondents say‟s that promotional activities did not influencing while buying curd.

INTEERPRETATION:

By analysis we can interprets that, more than half of the respondents are say‟s
promotional activities are influencing while buying



How much promotional activity influencing you to buy the curd?
y Percent ve
Percent
Valid 0-24 13 22.8 22.8 22.8
25-49 19 33.3 33.3 56.1
50-74 17 29.8 29.8 86.0
75-100 8 14.0 14.0 100.0
Total 57 100.0 100.0

ANALYSIS:
The above table and graph indicates that, 33.3% of respondents are say‟s that
25 to 49% promotional activities influenced to buy the curd, 29.8% of respondents say‟s
50 to 74%, 22.8% of respondents say‟s 0-24, and 14% of respondents say‟s that 75 to
100% of promotional activities influenced while buying curd.

INTEERPRETATION:
By analysis we can interprets that, 33.3% respondents are say‟s that 25 to 49%
promotional activities influenced while buying curd..



Which promotional activities influencing you to buy the curd


friends 33 33.0 33.0 33.0
newspaper 8 8.0 8.0 41.0
Valid banner 27 27.0 27.0 68.0
others 32 32.0 32.0 100.0
Total 100 100.0 100.0

ANALYSIS:
The above table and graph indicates that, friends are influenced to buy curd
38%, others 32%, banners 27%, news papers 8%, influenced while buying curd.

INTEERPRETATION:
By analysis we can interprets that, while buying curd less than half of the
promotional activities influenced to buy the curd.



Is Nandini curd available through out the day?


yes 59 59.0 59.0 59.0
Valid no 41 41.0 41.0 100.0
Total 100 100.0 100.0

ANALYSIS:
nandini curd available through out the, remaining 41% are say‟s nadini curd will not
available through out the day.

INTEERPRETATION:
By analysis we can interprets that 50% of respondents are say‟s Nandini curd
available through out day.



Is Nandini curd available in your nearest place?


yes 63 63.0 63.0 63.0
Valid no 37 37.0 37.0 100.0
Total 100 100.0 100.0

ANALYSIS:
nandini curd available nearest place, remaining 37% are saying‟s nadini curd will not
available there nearest place.

INTEERPRETATION:
By analysis we can interprets that more than half of the respondents are say‟s
Nandini curd available there nearest place.



Which problems do you faced towards Nandini curd?
Valid Cumulative
Frequency Percent
Percent Percent
whey separation 9 9.0 9.0 9.0
loose body 30 30.0 30.0 39.0
extremly sure 26 26.0 26.0 65.0
Valid curd will not set
16 16.0 16.0 81.0
properly
all 19 19.0 19.0 100.0
Total 100 100.0 100.0

ANALYSIS:
Nandini curd have loose body, 26% say‟s nandini have extremely sure, 19% of
respondents say‟s loose body, sure, 16%will not set properly, whey separation, and 9%
respondents say‟s whey separation.

INTEERPRETATION:
By analysis we can interprets that, nearer to half of the respondents are say‟s
Nandini curd have loose body and not thick.



Do you expect door delivery service for Nandini curd?


yes 74 74.0 74.0 74.0
Valid no 26 26.0 26.0 100.0
Total 100 100.0 100.0

ANALYSIS:
The above table and graph indicates that, 74% of respondents are expecting
door delivery from nandini curd, and remaining 26% respondents didn‟t expect door
delivery service.

INTEERPRETATION:
By analysis we can interprets that, most of the respondents are expecting door
delivery service from Nandini curd.



Findings

Only 70% of respondents are aware of Nandini curd.

Above 40% of respondents are do not prefer Nandini curd.

Qualities, thickness, taste, are key factors while buying curd.

33% of respondents are not satisfied with Nandini curd.

Major portion of respondents are not satisfied with non availability Nandini curd.

Promotional activities influence more while buying curd.

Door delivery will promote more sales of curd.

The major complaint regarding Nandini curd is loose body and extremely sure.

More than 30% of respondents are not satisfy with taste of Nandini curd.

More than 70% of the respondents are not satisfied with availability of Nandini

curd.

Banners are most effective promotional activity among the all

.

Suggestions



The company may under take advertisement and promotional activities, so as to

increase awareness of Nandini cued.

The company may look after to make Nandini curd easily available to the

customer, by enhancing efficiency of distribution network.

The company may provide door delivery service to the customers.

As 33% of respondents are not satisfied with the quality of Nandini curd, so the

company should concentrate on quality of Nandini curd which will increase in

market share of Nandini curd.

Company may change the taste of curd because only 2% of respondents were

highly satisfied with taste of nandini curd.

Company may improve the service; because company has failed to give better

service to end users.

Company may conduct research to identify the uncovered area and there

preferences.

CONCLUSION



It was an wonderful experience for me to work with Dharwad Milk Union, from
the project I learnt about the marketing tactics used by Dharwad Milk Union.s

Dharwad Milk Union is a reputed organization which has developed its goodwill
in the market to compete with other (company) famous brand. It has to adopt modern
technology in the production process and can do better marketing compared with others.
It has to increase the rate of commission payable to its agents or dealers or retailers.

To survive in the market the company needs to adapt an aggressive marketing
policy as of competitors.

Last but not the least I would like to conclude Dharwad Milk Union as good
organization to work as well as to interact with people. All the workers and members of
the union nicely motivated me. The Dharwad Milk Union all employees are co-operated
well and supported me in completing and making this project a successfully.



Questionnaire

Dear Sir, Madam,
Name: …………………………………………………………………

Age: 15 to 24 [ ]

Gender: …………

Occupation: ………………….

Contact No: ………………….

Permanent Address: ………………………………….
………………………………….
…………………………………..
…………………………………..

1) Which of these brands of curd do you aware?

a) Nandini [] b) Aditya []
c) Ram rahim [] d) Shrikrihsna [ ]

2) Which brand of curd do you prefer?

a) Nandini [] b) Aditya []
c) Ram rahim [] d) others specify…………

3) While buying curd which factor do you consider?

A) Brand name [ ] B) Quality [ ]
C) Price [ ] D) Thickness [ ]
E) Taste [ ]

4) Are you aware of Nandini curd?
A) Yes B) No

5) If no jump to question no, 7
Are you satisfied with quality of Nandini curd?
A) Yes [ ] B) No [ ]

6) Based on your experience tick the relevant answers regarding your satisfaction level
with respect to Nandini Curds (Tick the appropriate box).



Not at all Not Moderate Satisfied Highly
Parameters Satisfied Satisfied Satisfied

1) Taste

2) Price

3) Smell

4) Packaging

5) Availability in
desired quantities
6) Available on time

7) Are the promotional activities influenced you to buy the curd?
A) Yes [ ] B) No [ ]

8) If no jump to question no, 9
How much promotional activity influencing you to buy the curd?
A) 0-24% B) 25-49%
C) 50-74% C) 75-100%

9) Which promotional activities influencing you to buy the curd?
A) Friends [ ] B) News paper [ ]
C) Banners [ ] D) others specify

10) Is Nandini curd available through out the day?
A) Yes [ ] B) No [ ]

11) Is Nandini curd available in your nearest place?
A) Yes [ ] B) No [ ]

12) Which problems do you faced towards Nandini curd?
a) Whey separation b) Loose body/not thick
c) Extremely sore d) Curd will not be properly set



A) Only a [] B) Only b []
C) Only c [] D) Only d []
E) All []

13) Do you expect door delivery service for Nandini curd?
A) Yes [ ] B) No [ ]

14) Any suggestions to improve the quality and service of Nandini curd……

………………………………………………………………………………………………

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

………………………………………………………………………………………

.



BIBLIOGRAPHY

BOOKS:
Consumer Behavior --- Leon G. Schiffman
Parushuraman

Magazines:
Business Week
Business World
Economic Times

Websites:
 www.google.com.


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