1. 1
Chapter -1
1.1INTRODUCTION
DAIRY INDUSTRYPROFILE:
Dairy enterprise is an important occupation of the farmer. In India,
nearly 70% of the people depend on agriculture. It is the backbone of
India. It is mainly a rural occupation closely associated with
agriculture. More than 2,445 million people economically active in
agriculture in the world, probably 2/3 or even more ¾ of them are
wholly or partly dependent on livestock farming. India is endowed
with rich flora & fauna& continuesto be vital avenuefor employment
and income generation, especially in rural areas. The dairy sector in
the India has shown remarkable development in the past decade and
Indiahas now become one of the largest producersof milk and value-
added milk products in the world. The dairy sector has developed
through co-operative in many parts of the state. Traditionally, in
India dairying has been a rural cottage industry. Semi-commercial
dairying started with the establishment of military dairy farms and
co-operative milk unions throughout the country towards the end of
the 19th century. In earlier years, many households owned their own
‘family cow’ or secured milk from neighbours who had one. With the
increase in urban population fewer households could afford to keep a
cow for private use & moreover there were other problems also like
the high cost of milk production, problem of sanitation etc. restricted
the practice; and gradually the family cow in
2. 2
the city was eliminated and city cattle were all sent back to the rural
areas. Gradually farmers living near the cities took advantage of their
proximity to the cities & began supplying to the urban population;
this gave rise to the fluid milk –sheds we see today in every cities of
our country. Prior to the 1850s most milk was necessarily produced
within a short distance of the place of consumption because of lack of
suitable means of transportation and refrigeration. The Indian Dairy
Industry has made rapid progress since Independence. A large
number of modern milk plants and product factories have since been
established. These organized dairies have been successfully engaged
in the routinecommercialproduction of pasteurized bottled milk and
variousWestern and Indian dairy products. With modern knowledge
of the protection of milk during transportation, it became possible to
locate dairies where land was less expensive and crops could be
grown more economically. In India, the market milk technology may
be considered to have commenced in 1950, with the functioning of
the Central Dairy of Aarey Milk Colony, and milk product technology
in 1956 with the establishment of AMUL Dairy, Anand. Indian dairy
sector is still mainly an unorganized sector as barely 10% of our total
milk production undergoes organized handling. Beginning in
organized milk handling was made in India with establishment of
Military Dairy Farms. Handling of milk in co-operative Milk Unions
established all over the country on a small scale in the early stages.
Long distance refrigerated rail-transport of milk from Anand to
Mumbai since 1945 pasteurization and bottling of milk on a large
scale for organized distribution was started at Aarey (1950), Calcutta
(Haringhata, 1959 ), Worli (1961), Madras(1963) etc. establishment
of Milk Plants under the Five-Year plans for Dairy Development all
3. 3
over India. These were taken up with the dual object of increasing the
national level of milk consumption and ensuing better returns to the
primary milk producer. Their main aim was to produce more, better
and cheaper milk.
1.2 NATIONAL DAIRY DEVELOPMENT BOARD (NDDB):
The National Dairy Development Board was created to promote,
finance and support producer-owned and controlled organizations.
NDDB’s programmes and activities seek to strengthen farmer
cooperatives and support national policies are favourable to the
growth of such institutions. Fundamental to NDDB’s efforts are
cooperative principles and the Anand pattern of cooperation.
A commitment to help rural producers help themselves has guided
the Dairy Board’s work for more than 30 years. This commitment has
been rewarded with achievements made by cooperative dairies in
milk production, employment generation, and per capita availability
of milk, foreign exchange saving and increased farmer incomes.
The National Dairy Development Board (NDDB) has replaced
exploitation with empowerment, convention with modernity,
stagnation with growth and transformed dairying into an instrument
for the development of Indian farmers.
The National Dairy Development board was created in 1964 in
response to the Prime Minister Lal Bahadur Shastri’s call to
“transplant the spirit of Anand in many other places”. He wanted the
Anand modelof dairy development- with institutions owned by rural
producers, which were sensitive to their needs and responsive to
their demands-replicated in other parts of the country.
4. 4
The Board’s creation was routed in the conviction that our nation’s
socio-economic progress lies largely on the development of rural
India.
Thus NDDB’s mandate is to promote, finance and support producer-
owned and controlled organizations. NDDB’s programmes and
activities seek to strengthen farmer cooperatives and support
national policies that are favourable to the growth of such
institutions.
NDDB believes that the 7,000-crore(Rs.70-billion) milk cooperative
market is getting much more competitive and wants to strengthen
the position of cooperatives through a multi- pronged action plan
with an outlay of Rs. 800 crores (Rs.8-billion). This includes using
MDFL to enter into 51:49 joint venture companies with state
cooperative federations to assist them with marketing value added
products and to help them in other ways to become self-reliant
enterprises.
5. 5
Co-operative companies playing in Dairy industry and its
brands:
STATES CO-OPERATIVE UNIONS BRANDS
Andhra
Pradesh
Andhra Pradesh Dairy Development
co-operative Federation
Limited(APDDCF)
Vijaya
Bihar Bihar State Co-operativeMilk
Producers Federation
Limited(COMPFED)
Sudha
Gujarat Gujarat Co-operative Milk Marketing
Federation Limited(GCMMF)
Amul,Sagar
Haryana Haryana Dairy Development co-
operative Federation Limited(HDDCF)
Vita
Karnataka Karnataka Co-operative Milk
Producers Federation Limited(KMF)
Nandini
Kerala Kerala State Co-operative Milk
Marketing Federation Limited
(KCMMF)
Milma
Madhya
Pradesh
Madhya Pradesh state Co-operative
dairy Federation Limited(MPCDF)
Sanchi,
Shakti,Sneha
Orissa Orissa State Co-operative Milk
Producers Federation Limited
(OMFED)
Omfed
Utter
Pradesh
Pradeshik Co-operative dairy
Federation Limited(PCDF)
Parag
Punjab Punjab State Co-operative Milk
Producers Federation
Verka
6. 6
Limited(MILKFED)
Rajasthan Rajasthan Co-operative Dairy
Federation Limited(RCDF)
Saras
Tamil Nadu Tamil Nadu Co-operative Milk
Producers Federation
Limited(TCMPF)
Aavin
West
Bengal
West Bengal Co-operative Milk
Producers Federation
Limited(WBCMPF)
Benmilk
Goa Goa State Co-operativeMilk Producers
Union Limited
Goadairy
Jammu Jammu Co-operative Milk Producers
Federation Limited
Jamfed
Pondicherry Pondicherry Co-operative Producers
Union Limited
Ponlait
Sikkim Sikkim Milk Producers Union Limited Sikkimilk
Tripura Tripura Co-operative Milk Producers
Union Limited
Gomati
7. 7
1.3 About the company :-
NAME OF Vaishal Patliputra Dugdh Utpadak
THE :: Sahkari Sangh Ltd.
COMPANY
Head
Office
:: Vaishal Patliputra Dugdh Utpadak
Sahakari Sangh ltd.
Feeder balancing dairy complex
p.o. Phulwarisharif, Patna - 801 505.
Chairman :: Smt. KIRAN KUMARI
Managing
Director
:: Shri. SUDHIR KUMAR
Phone
Fax
::
::
2252553, 2252542, 2251622
0612-2250325
E-mail :: vpmunin@gmail.com
8. 8
1.4 Historyof Patna dairy project :-
Sudha: The origin
The mighty Ganges at its origin is but a tiny stream in the
Gadgetry ranges of the Himalayas. Similar is the story of
Sudha which inspired 'Operation Flood' and heralded the
'White Revolution' in India. Father of white revolution is Dr.
Vargiskurian (1973) it began with two village co-operatives
and 250 litres of milk per day, nothing but a trickle compared
to the flood it has become today. Today Sudha collects
processes and distributes over a million liters of milk and milk
products per day, during the peak, on behalf of more than a
thousand villagecooperatives owned by half a million farmer
members. Further, as Ganga-ma carries the aspirations of
generations for Moksha, Sudha became the symbol of the
aspirations of millions of farmers. Creating a pattern of
liberation and self-reliance for every farmer to follow.
9. 9
The start of a revolution:-
The revolution started as awareness among the farmers that
grew and matured into a protest movement and the
determination to liberate themselves. Over four decades ago,
the life of a farmer in Kaira District was very much like that of
his counterpart anywhere else in India. Its income was derived
almost entirely from seasonal crops. The income from milk
buffaloes was undependable. The marketing and distribution
system for the milk was controlled by private traders and
middlemen. As milk is perishable, farmers were compelled to
sell it for whatever they were offered. Often, they had to sell
cream and ghee at throwaway prices. In this situation, the one
who gained was the private trader. Gradually, the realization
dawned on the farmers that the exploitation by the trader could
be checked only if marketed their milk themselves. In order to
do that they needed to form some sort of an organization. This
realization is what led to the establishment of the Bihar state
Cooperative Milk Producers' federation Limited (popularly
known as Sudha) which was formally registered on December
14, 1946.
The Kaira Union began pasteurizing milk for the Bombay
Milk Scheme in June 1948. An assured market proved a great
incentive to the milk producers of the district. By the end of
1948, more than 400 farmers joined in more village societies,
and the quantity of milk handled by one Union increased from
250 to 5,000 liters a day.
10. 10
Background:-
“Patna dairy project” was started at 1st
October, 1981 through
the National Dairy Development Board (NDDB).NDDB handed
over the arrangements of Patna Dairy Project (PDP) to Vaishal
Patliputra Dugdh Utpadak Sahkari Sangh Ltd.
(VPDUSS) with effect from 1st
July, 1988. The Company
is ISO-9001:2000 and HACCP (IS-15000) certified by Bureau of
Indian Standards in March, 2002.
A Corporation know as Bihar State Dairy Corporation was
formed in the year 1972 for speedy and effective implementation
of the Operation Flood programme in the state. The Dairy
Corporation was to develop the Dairy Cooperatives both at the
village level and milk shed level cooperative would take over the
entire infrastructure created in due course.
The Corporation positioned a multi disciplinary Procurement &
Inputs wing in 1975 after their recruitment and training. A
Spread Head Team (SHT) was deputed from National Dairy
Development Board (NDDB) from the same year for helping the
Corporation in organizing and developing the Cooperatives.
Though the progress in the initial years was encouraging, the
programme, for obvious reasons could not achieve the goals for
which it was established.
Subsequently, the State Government felt it worthwhile to request
the DAIRY BOARD (NDDB) for taking over the infrastructure
created on management basis. The National Dairy Development
Board (NDDB) took over the management of the infrastructure
with effect from 1st October, 1981 under the banner of Patna
Dairy Project(PDP).
11. 11
1.5 VISION& MISSION:-
VISION:-
Expanding leadership in business through people, keeping pace with
market trends and technology.
MISSION :-
BUSINESS
CUSTOMER
Reliable & Costeffective Solutions/ services
EMPLOYEES
TECHNOLOGY
PROCESSES
12. 12
1.6 Area of operation:-
There are six district level Milk Producers' Cooperative Unions
affiliated to the Milk Federation. These milk unions are covering
twenty-six districts and in addition five districts are being
covered by the Federation.
Different milk unions, which are organising the DCS network in
these districts are as follows:
Vaishal Patliputra Milk Union, Patna covering Patna, Vaishali,
Nalanda, Saran and Sheikhpura districts.
DR Milk Union, Barauni covering Begusarai, Khagaria,
Lakhisarai and part of Patna Districts.
Tirhut Milk Union, Muzaffarpur covering Muzaffarpur,
Sitamarhi, Sheohar, East Champaran, West Champran,
Siwan and Gopalganj.
Mithila Milk Union, Samastipur covering Samastipur,
Darbhanga&Madhubani,Basopatti districts .
Shahabad Milk Union, Ara covering Bhojpur, Buxar,
Kaimur&Rohtas districts.
Vikramshila Milk Union, Bhagulpur: Covering Bhagulpur,
munger, Banka and Jamui Districts
The Milk Federation has already taken up organisation of Dairy
Co-operative Societies (DCS) in the districts of Gaya,
Jehanabad, Arwal and Nawada under Magadh Dairy Project
and work has been initiated by Kosi Dairy Project in Saharsa,
Supaul and Madhepura, Katihar, Purnia, Araria and Kishanganj
districts.
The districts of East and West Singhbhum, Ranchi, Bokaro and
Dhanbad now in Jharkhand are being covered by the dairies
directly under the control of Milk Federation for the supply of
milk and milk products to the urban consumers in these cities.
Procurement of milk has been taken up in Ranchi districts only.
22. 22
1.9MILK MARKETING:-
In the year 2013-14 the amount of milks which were
collected and marketed by the dairy are 282.22 thousand
litres daily and the amount of milk will be increased by
319.00 thousand litres daily in the year 2014-15. In the
year 2015-16 312.54 thousand litres of milk were
collected and marketed by the dairy in the month of
December 2015 and the dairy has set the target to collect
and market 415.00 litres of milk daily in the year 2016-
17.
1.10 MILK PRODUCT MARKETING:-
With a view to improve the financial viability of dairies,
broaden the Product mix to serve a large section of the
population and improve the disposal of milk procured by
the Dairy Co-operative Society (DCS), The dairies have
resorted to the production of long life, value added And
fresh milk products.
23. 23
1.11 Supply chain management of
sudha milk and milk products:-
DCS (in village)
(Raw material procurement)
Chilling unit / processing plant
Packaging
Distribution
Zone1 Zone2 Zone3
Route Route Route Route Route Route
no.1 no.2 no.1 no.2 no.1 no.2
Retailer
Customer
24. 24
1.12 SWOT Analysis:-
STRENGTH:-
1) Good market penetration.
2) Motivated channel partner.
3) Well defined routes.
4) Own procurement of milk from different cooperative
dairy.
5) No any dairy is as bigger in operating in its area of
operation.
6) Dairy has a good product position in the market.
7) Dairy maintains competitive pricing.
WEAKNESS:-
1) Complaint handling was not up to mark.
2) Poor signage and display is making the routes week
for the sale of Sudha product.
3) Interpersonal relationship with the company officials
and the route agent is not satisfactory.
4) Generally procurement areas are in Bihar.
5) During the flush season dairy has to suffer losses due
to availability of surplus milk.
6) The commission structure of the agents is less when
compared to the paid by other dairy
7) Low advertising.
`
25. 25
OPPORTUNITY:-
1) It is observed that in some newly establishing areas
many new outlets are opening , sudha needs to
concentrate on these new outlets .
2) Gradually increase their sales in these are large
number of mix outlets can be changed to sudha exclusive
and raj exclusive to mix only areas.
3) The existing information can be utilized for a longer
capacity.
4) Dairy is assumed with the availability of freash milk
throughout the year.
5) Consumer awareness over the products has been
increasing over the year.
6) Dairy has a good scope for its product diversification.
7) There is a gradual growth in the cities industries hotels
by which Dairy products can get a good market
THREATES:-
1) Day to day increase in the milk procurement.
2) Entering of MNC’s into dairy industry.
3) Inter dairy competition
4) Unethical marketing practices of private brands.
5) Competitors pay their agents with a higher
commission, which creates a threat to dairy
6) The overhead cost of competition are lower, compared
to that of dairy.
7) Raj, Amul, Paras are the nearest competitor and it is
catching up in the market penetration through price
skimming and other promotional scheme.
26. 26
Chapter - 2
2.1REVIEW OF LITERATURE:-
Perception & exception level of the consumer towards
milk has become an important area for being explored
because this is one section where organizational unit is
primarily concerned.
The hypothetical assumption of this report is that the
consumers have a positive perception & linking towards
the branded milk “sudha” & this area could be explored
further for the purposes of gaining large market share.
Hence, this is one section which could be explored &
penetrated for purposes of gaining greater mileage.
The other assumptions are -:
-To study the milk marketing which are available in the
market.
- To study the consumers as well as dealers perceptions
towards the market.
Also, the total study conducted by me is based on
assumptionsbeliefs that sudha owners have a strong
sense of satisfaction because of various reasons
especially from the point of view of milk marketing of all
varieties. My entire study has been designed to test the
level of hypothetical assumptions i.e. the concept of
user’s preference level.
27. 27
Whatever has been explained above indicates in short the
pathways which I have adopted for conducting this main
project training report & the succeeding chapters in their
support would give a clear indication about the study at
large & the analysis would give us an idea about the
resultant outcome of the study.
28. 28
Chapter - 3
3.1 RESEARCH METHODOLOGY:-
Research Problem:-
Sudha dairy has lots of competitor in PATNA such as
Raj, Amul, etc. Thus to satisfy the competitive
environment & to aware the consumers about the sudha
milk and milk products lots of supply chains are being
changed from time to time in order to have max customer
satisfaction & hundred percent customer retention.
Research objective:-
The main objective of the study in this project is to –
customers.
towards SUDHA milk.
eness level amongst
the Customers and Retailer.
Scope of the Study:-
The main scope of this study is to ascertain the
effectiveness of consumer awareness and various
methods to check the correct delivery of products and
proper supply chain management of the Sudha
products.
29. 29
The methods include regular information to the buyers
regarding the delivery of the products from the dairy up
to their shops. The methods also include the
questionnaire and survey from the customers about the
milk and milk products.
Research Methodology
Under Research Methodology there are three types of
methods for market research in the term of consumer
awareness, they are as follows:
a) The observation method
b) The experimental method
c) The survey method inclusive of panel method.
In observation method data are collected on the direct
observation. No talks take place. By observing the person
the analysis makes the inventory as to product used by
him at his home or kept as retailers stocks.
In experimental method it is based on the concept that
small-scale experiment is useful to indicate the
expectations of large-scale experiment
The survey method information is gathered directly from
individuals three ways:
30. 30
1. Questionnaire
2. Door to door survey
3. Customer feedback form
The survey method is also mentioned as the
“Questionnaire Technique” they are also segregated
by:
1) In factual survey
2) Opinion survey
3) Interpretative survey
For my project point of view, the methods mainly used
are:
1) Survey by route ride
2) Personal interview by questionnaire technique.
1. The survey method by route ride means, I met the
retailers from outlets to outlets. This survey method helps
me a lot to understand about the distribution system&
supply chain management and to understand the problem
of retailers and other people.
2. In addition to the personal interview by questionnaire
technique. In this survey method I personally interact
with customers to get their feedback and their opinion
about sudha milk and milk products.
3.2 METHODOLOGY:-
Methodology is a systematic way to undertake the study.
It may be understood as a science of studying how study
is done. In fact, success of the research project depends
entirely on the data and therefore the methods employed
in the collection of the data.
31. 31
3.3 RESEARCH DESIGN:-
Research design indicates the methods of research i.e.,
the methods of gathering information and methods of
sampling. Research design in the study is descriptive
analytical
research. It is designed to describe something, such as
demographic characteristics or who use the product.
3.4 SAMPLING TECHNIQUE:-
The sampling techniques involvedin this project are
conveniencesampling technique. The respondentswere
interviewed at variousplaces like residence and outlet
shop of milk products.
32. 32
3.5 DATA COLLECTION METHODS:-
1) Primary Data:- In this method various information are
gathered from the very first time or we can say that it is
the way of getting first hand information. Primary data is
gathered by interview, Questionnaire. This primary data
collection was the major part of field survey.
2) Secondary Data:-Data which are already available and
it may provide ready information relevant to the study is
called secondary data. The information collection process
and methodology which I followed secondary data with
the help of Internal source (Life history, Letters, Diaries
and Memory), External Sources (Book, Business
Journals, Websites etc.) and other such modes of
information generation.
3.6 Questionnaire Description:-
The questionnaire was prepared consisting of structured
and non-disguised. The questions were logically and
sequentially arranged in the questionnaire so the proper
and authentic information can be obtained from the
respondents without any anomalies from the part of the
respondents provided corrects response can obtained.
Researcher had asked 15 questions from the customers
And 12 question from Retailers. In this way Scope of the
Study Researcher collect the data which is helpful for
company to know about the market Potential.
33. 33
Chapter - 4
DATA ANLYSIS &FINDING RESULT
4.1. Data Analysis & Interpretation
METHODS OF ANALYSIS:
In order to analysis the data obtained from questionnaire
various statistical tools were used like the percentage,
charts were used.
DATA COLLECTION:-
The available and quality of information is mainly
dependent on the source of information. The study is
mainly based on primary and secondary data sources.
The primary data has been collected on the basis of the
structured schedule drawn up by me on approval from
sudha management.
Tools of Representation:-
The researchers represent the data analysisusing as a
tools like Data, Table’sand Pie chart.
34. 34
4.2 Analysis and interpretationfor customer:-
1. Regular user of packed milk & the information in
this regard would be of any use
Options no. of respondent Percentage
Yes 79 79%
No 21 21%
Above analysis says that 79% of customer is regular user
of sudha and find information in this regard
valuable while 21% are not.
35. 35
2. Analysis of customermilk consumptionper
day normally.
Family Strength No of customer Milk Ltr%
2 to 4 30 0-2 30
4 to 6 40 2-4 40
6 to 8 20 4-6 20
>=8 10 >=6 10
From the above analysis it is interpreted that customers
Family strength with highest 40% 4 to 6, 30% 2 to 4,
20% 6 to 8 and 10% >=8.
36. 36
3. Analysis of customerpreference about brand.
Brand respondent %
Sudha 86 86%
Raj 5 5%
Amul 2 2%
Paras 5 5%
Milk powder 2 2%
From the above analysis it is interpreted that customers preference about brand with
highest 86%sudha, 5% Raj, 2% Amul, 5% paras and 2% milk powder.
37. 37
4. Analysis of customerpreference to milk of
sudha.
Options respondent percentage
Quality 22 22%
Price 20 20%
Convenience 35 35%
Taste 5 5%
Brand 18 18%
From the above analysis it is interpreted that customers
find convenience with highest 35%, quality 22%,
price20%, brand18% and taste 5% while purchasing the
sudha’s product.
38. 38
5. To find out that in case of some event or
festivalor weekend which brand of milk is
preferred.
Option Respondent Percentage
Sudha 86 86%
Raj 5 5%
Amul 2 2%
Open milk 5 5%
Milk powder 2 2%
Above analysis show that respondent mostly prefers
sudha 86% highest, 5% raj, 2% Amul & Milk powder
while open milk 5%.
39. 39
6. To know that they use sudha’s milk product
or something else on special occasions.
Options respondent Percentage
Sudha 48 48%
Local products 10 10%
Amul 30 30%
Raj 12 12%
From the above analysis it is interpreted that respondent
mostly use sudha’s product on special occasions i.e.48%,
Amul 30%, raj 12% and open milk 10%.
40. 40
7. Packagingof sudha milk which is mostly
convenientin use or mostly purchased
Options no. of respondent Percentage
1lit. 25 25%
500 ml 66 66%
Less than 500 ml 9 9%
Above analysis show that respondent mostly prefers 500
ml tetra pack with 66% , 25% 1 lit. While 9% use less
than 500 ml pack.
41. 41
8. Access for awareness of consumer for
different packed variety of sudha milk.
Options no. of respondent Percentage
Sudha gold 24 24%
Sudha Shakti 20 20%
Cow milk 18 18%
Sudha healthy 22 22%
Sudha smart 16 16%
From the over analysis it is interpreted that respondent
purchase sudha gold 24%, sudhaShakti 20%, healthy
22%, cow milk 18% &sudha smart 16%.
42. 42
9. Analysis of satisfactionlevel of customers with
sudha product line Options.
Respondent percentage
Yes 68%
No 32%
it is interpreted that customer feel satisfied with highest
68% yes & 32% say no to it.
43. 43
10. Sudha milk/milkproduct price is reasonable
or not
Options no. of respondent Percentage
Yes 62 62%
No 38 83%
Above analysis shows that 62% respondent find price of
sudha milk/milk product is reasonable while
38% feels that price is not reasonable.
44. 44
11. Customer comes to know about newly
launched0product of sudha by
Options no. of respondent Percentage
Print 12 12%
Electronic 14 14%
Hoarding 16 16%
Retailer 58 58%
From the above analysis it is interpreted that
customer came to know of sudha’s producthighest
through retailer 58%, 12% by print media, 14% by
electronicand 16% by hoarding.
45. 45
Chapter - 5
5.1 CONCLUSION and SUGGESTIONS:-
CONCLUSION:-
After Completing the Study Related to the project, I
Draw Following Conclusion
Customer:-
1. Among competitor’s the sale of Sudha’s is very high
and most of customer prefers Sudha’s product more than
other.
02. Sudha is top in the list among different brand’s in
Patna.
Retailer:-
by the organization.
during my project, I have find that the distribution
channel of Sudha is average in Patna region.
It was found that 80% retailers satisfied with the care
taken by the organization in case of increase in demand
while 20% are against it.
46. 46
SUGGESTIONS:-
SUDHA DAIRY should introduce some change in its
marketing function and advertising to market more
rational. The following factors to be worthy of
consideration:-
1. A complain Register should be provided by the
company to every distributor in every route so that,
retailers/customers can write their problems. The
complaint register should be checked by consumer
executive and depot in charge at time to time.
2. Facilities provided by the company should be
increased. Facilities requirements should be fulfilled in
all the rural and urban area properly after deeply study
for various aspects or retailers by the help of company
employee and depot in charge.
3. The company should improve the distribution policy.
5.2 LIMITATIONS:-
1. In our project we were supposed to visit every day in
the company but due to some unavoidable circumstances
like weekly holiday, occasional holiday, we could not
visit in the company.
2. Lack of proper information and experience also
became hurdles for us. Some particular persons are not
have sufficient time to talk with us.
48. 48
5.4 QUESTIONNAIRE FOR CONSUMER
(For the PATNA market survey of sudha Dairy Product)
NAME:_____________________________________________________
ADDRESS:_________________________________________________
CONTACT
NUMBER:__________________________________________
Gender: Male Female
Age: 10-24 24-39 40-54
55-above
1}. Do you consume milk daily ?
Yes ( ) No ( )
2}. What is the frequency of buying milk ?
Daily ( ) Once in 2-3 days ( )
Once in 4-6 days ( ) Once in a week( )
3}. What would be your daily purchase of the milk ?
Less than 1 litre ( ) 1-2 litre ( )
2-4 litre ( ) more than 4 litre ( )
4}. Which milk producer company do you prefer in Patna
town ?
Raj milk ( ) Sudha milk ( ) Open milk ( ) Amul ( )
Milk powder ( )
49. 49
5}. Which Sudha product do you like most ?
Milk ( ) Ice-cream ( ) Sweets ( )
6}. Which media makes you aware about the Sudha
company ?
Banner ( ) Posters ( ) Wall paintings ( )
News adds ( ) Relatives ( )
7}. What do you think about the price of sudha products
? It is …..
Reasonable ( ) Moderate ( ) Unreasonable ( )
8}. Where do you purchase milk products regularly ?
Booth/Parlour ( ) Home delivery ( ) General store ( )
9}. Which grade of Sudha milk do you use ?
Sudha Gold ( ) Sudha Shakti ( ) Sudha Healthy ( )
Sudha Smart ( ) Sudha Lite ( ) Sudha Cow milk ( )
10}. Have you ever ordered any product from Sudha ?
Yes ( ) No ( )
11}. Overall, How would you rate Sudha Dairy ?
Excellent ( ) Average ( ) Poor ( ) Terrible ( )
50. 50
12}. How satisfied are you with your service from Sudha
Dairy ?
Extremely satisfied ( ) Very satisfied ( ) Neutral ( )
Extremely dissatisfied ( )
13}Would you recommend Sudha Dairy as your friend ?
Yes ( ) no ( )
14}. If no, Why not ?
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15}. Any comments for Dairy ?
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51. 51
5.5 QUESTIONNAIRE FOR RETAILERS
(For the PATNA market survey of sudha Dairy Product)
NAME:____________________________________________________
ADDRESS:_________________________________________________
CONTACT
NUMBER:__________________________________________
1. How many customer visits on your outlet for sudha
milk in per day
A. <=100 B.100 – 200 C.200 – 300
D. 300 – 400 E.>=400
2. Which brand kept by retailer to Sell?
A. Sudha B. Local C. Amul D. Raj E. Paras
F. Other
3. How much milk sells by Retailer per day?
A. <=100 Litre B. (100- 200) Litre
C. (200- 300) Litre D. (300- 400) Litre
E. (400- 500) Litre F. >=500 Litre
4. In which preference level for selling of Sudha milk
brand over other brands by you?
A. Popularity B. Profit margin C. Demand
52. 52
5. According to Retailer which brand milk product, has
maximum sales?
A. Sudha B. Raj C. Amul D. Paras E. Local
6. Level of consumption of customers during weekends
or festive seasons increases or Not.
A. Yes B. NO
7. Demand for milk increase is taken care by the
organization or not.
A. Yes B. NO
8. How retailers feel about level of existing distribution
policy of organization?
A. Very Good B. Good C. Better
D. Bad E. Neither good nor bad
9. How retailers feel about profit margin being provided
by the organization?
A. Very Good B. Good C. Better
D. Bad E. Neither good nor bad
10. Are you satisfied with the current margins and
services of Sudha brand?
A. Yes B. No
53. 53
11. Would you expect something more from Sudha (in
quality, variety and services)?
______________________________________________
______________________________________________
12. Any suggestion or observation to increase the volume
of sale of Sudha brand?
______________________________________________
