Project report on baroda dairy

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 OF

Mr. Kerav Pandya Mr. A. P. Jagani
Lecturer Marketing Officer
Anand 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

Preface
Acknowledgement
Declaration
Executive 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 76
Annexure
Bibliography

LIST OF TABLES
Table Page
Sr. No. Particulars
No. No.

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 Page
Sr. No. Particulars
No. No.
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 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 only
to learn theoretical concepts in the classroom, but it becomes more important as how
we apply those concepts in practices.

At present the world is running very fast. We are coming across many modern
theories and implementation of machineries, to start new business. We must have the
knowledge of theories and practical, through it, the student can able know about how to
apply their mind in the real business world.

This program of industrial summer training is to create awareness about the
industrial environment amongst the students. Such training also plays vital role in MBA
programme.

The importance of training and project preparation has been widely accepted in
the education institutions. Thus knowing the importance of such practical training, our
college is providing six weeks training programme.

“Baroda District Co-Operative Milk Producers Union ltd” gave me the golden
opportunity to carry out my training programme in such a great organization. I have
prepared the detail report regarding the “Consumer Preference and Brand Recallability
of Baroda Dairy’s Products in Baroda city”. I have tried my best to collect all necessary
information relating to the project work.

ACKNOWLEDGEMENT
The work presented here is not a single effort as each and every person
associated with this project has contributed in the successful accomplishment of this
piece of work and is being thanked for their efforts.

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 exposure
and collect first hand data by myself.

I owe my heartiest thanks of Mr. Ravindra Mathur (Managing Director), Baroda
District Co-Operative milk producers Union LTD, for giving me an opportunity to be a part of
the Baroda Dairy and I am also thankful to other officers as under for allowing me to do
research in their prestigious organization and providing necessary information for the
research 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 her
valuable 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 way
or other for providing me all possible help and cooperating with me.

Without their cooperation I would not have been able to get their valuable
responses and thus would not have been able to complete the project.

Sagar Panchal

DECLARATION

I, SAGAR PANCHAL, hereby declare that the report on “Summer Training” entitled
“CONSUMER PREFERENCE AND BRAND RECALLABILITY OF BARODA DAIRY’S

PRODUCTS IN BARODA CITY” is a result of my own work and my indebtedness to
other work publications. Correction if any, will be duly acknowledged.

Place: Anand

Date: 20th July 2010 SAGAR V PANCHAL

EXECUTIVE SUMMARY
The report consists of the details on Baroda District Co-operative Milk Producers
Union Ltd. It is a co-operative society. The main aim of it is the welfare of the society by
providing quality milk to its consumers at an affordable price.

It has various functional departments such as the Production, Human Resource,
Finance, Marketing, Purchase and Stores, Quality Assurance, Dispatch and Logistics. A
detail study of all these departments have been made so as to get a clear view of the
working of each of them.

In addition to it a market research on the ‘Consumer Preference and Brand
Recallability of Baroda Dairy’s Products’ has been done in Baroda city. This survey is
useful for the company to know the status of brand Recallability among consumers
towards the products of Baroda dairy in Baroda city. This will enable the company to
take appropriate decision as needed to increase as well as to retain its customers in the
market. The survey has been analyzed by presenting it in the form of graphs and tables
and based on it; the interpretations have been made for the same. The results and
findings have also been made for the organization to help management in their
decisions. Lastly, the recommendations have also been made for the organization.

PART-I
General Information

INDIAN DAIRY INUSTRY

Introduction:

The dairy sector in the India has shown remarkable development in the past
decade 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-operatives
in many parts of the State. During 1997-98, the State had 60 milk processing plants with
an aggregate processing capacity of 5.8 million litres per day. In addition to these
processing plants, 123 Government and 33 co-operatives milk chilling centres operate
in the State.

Indian dairy industry:

Dairy is a place where handling of milk and milk products is done and technology
refers to the application of scientific knowledge for practical purposes. Dairy technology
has been defined as that branch of dairy science, which deals with the processing of
milk 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 the
dividing line between farm and factory-scale production. Various factors contributed to
this change in these countries, viz. concentration of population in cities where jobs were
plentiful, rapid industrialization, improvement of transportation facilities, development of
machines, etc. whereas the rural areas were identified for milk production, the urban
centres were selected for the location of milk processing plants and product
manufacturing factories. These plants and factories were rapidly expanded and
modernized with improved machinery and equipment to secure the various advantages
of large-scale production. Nearly all the milk in the U.S.A. before 1900 was delivered as
raw (natural) milk. Once pasteurization was introduced, it developed rapidly. Mechanical
refrigeration helped in the rapid development of the factory system of market milk
distribution.

The highest milk producer in the entire globe – India boasts of that status. India is
otherwise known as the ‘Oyster’ of the global dairy industry, with opportunities galore to
the entrepreneurs globally. Anyone might want to capitalize on the largest and fastest
growing milk and milk products' market. The dairy industry in India has been witnessing
rapid growth. The liberalized economy provides more opportunities for MNCs and
foreign investors to release the full potential of this industry.

The main aim of the Indian dairy industry is only to better manage the national
resources to enhance milk production and upgrade milk processing using innovative
technologies.

The Indian dairy industry has aimed at better management of the national
resources to enhance milk production and upgrade milk processing involving new
innovative technologies. Multinational dairy giants can also make their foray in the
Indian 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 remote
past. Semi-commercial dairying started with the establishment of military dairy farms

and co-operative milk unions throughout the country towards the end of the nineteenth
century.

During the earlier years, each household in those countries maintained its ‘family
cow’ or secured milk from its neighbor who supplied those living close by. As the urban
population increased, fewer households could keep a cow for private use. The high cost
of milk production, problems of sanitation etc., restricted the practice; and gradually the
family 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 regular
routes in the cities. This was the beginning of the fluid milk-sheds which surround the
large cities of today. 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 routine commercial
production of pasteurized bottled milk and various Western 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. The industry is still in
its infancy and barely 10% of our total milk production under goes organized handling.

NATIONAL DAIRY DEVELOPMENT BOARD

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 an
instrument for the development of India’s rural people.

Prior to NDDB, the milk market was vastly governed by local private dairy and
these dairies were neither producing milk nor they were animal breeders and hence law
of demand and supply was unheard by those whose intentions were purely to make
more money from both the sides – that is from producers of milk (farmers) and
consumers at large. Establishment of NDDB broke that spell and traders were side lined
in due course.

The National Dairy Development Board was created in promote, finance and
support producer-owned and controlled organizations. NDDB’s efforts are co-operative
principles and the Anand Pattern of Co-operation

Philosophy of NDDB

1. Co-operation is the preferred form of enterprise, giving people control over the
resources, through democratic self governance.

2. All beneficiaries, particularly women and under privileged, must be involved in
co-operative management and decision making.
3. Technological and evolution search for better way to achieve the objective in
the 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 Milk
Producers union (Amul) to other parts of India.

That success combined the wisdom and energy of farmers with professional
management to successfully capture liquid milk and milk product markets while
supporting farmer investment with inputs and services.

NDDB began its operations with the mission of making dairying a vehicle to a
better future for millions of grassroots milk producers. The mission achieved thrust and
direction with the launching of “Operation Flood”, a programme extending over 26 years
and which used World Bank loan to finance India’s emergence as the world’s largest
milk producing nation. Operation Flood’s third phase was completed in 1996 and has to
its credit a number of significant achievements.

As on March 2001, India’s 96,000 dairy co-operatives integrated through a three
tier co-operative structure – “The Anand Pattern”, owned by more than ten million
farmers, procure an average of 16.5 million liters of milk every day. The milk is
processed and marketed by 170 milk producers’ co-operative unions which, in turn, own
15 state co-operative milk marketing federations.

NDDB also promotes other commodity-based co-operatives, allied industries and
veterinary biological on an intensive and nation-wide basis. Dr. (Ms) Amrita Patel serves
as the Chairman of NDDB; Dr. Varghese Kurien was the founder Chairman.

The Baroda District Cooperative Milk Producers' Union Ltd.
Baroda Dairy is a prestigious popular co-operative organization of farmers of
Vadodara District, providing good quality milk to the people of Sayaji Nagari since Last
52 Years. Baroda Dairy is a one of the leading dairies in INDIA having turnover of
Rs.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 milk
products and 1300 dedicated employees. The mission is to help farmers of the district to
grow & improve life style of rural people.

Introduction:

Baroda District lies in the centre of Gujarat, a state of Western India, well-known
for co-operative dairying. Baroda District co-operative Milk Producers’ union Ltd. Is the
full name of Baroda dairy. As the name suggests that it is a co-operative union. The
company is engaged in the production of milk, flavored milk, butter and ghee, butter
milk. The company also produces a wide variety of ice-cream, shrikhand, and many
sweets through Sugam unit, a subsidiary of Baroda dairy.

The plant is situated in Makarpura area, in the center of the city. The plants of
Baroda dairy are fully equipped with latest technology and modern facilities. Baroda
dairy always work for welfare of society.

Objective:

The Milk Union was established on 24th December 1957 with a view to relieve the
milk producers by the private milk venders and to give proper remuneration to them and
to supply good milk to the citizens of Baroda City.

Foundation of Dairy

With the view to relieve the milk producer from the exploitation by the private
vendors, and to give a remunerative price for their milk and to supply good quality of
milk 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 milk
union of "Amul" especially from the Founder Chairman of "Amul", Shri T.K. Patel and
then the general manager, Dr.V.Kurien who supported and guided the Baroda Milk
Union. This union has strong leadership of Shri Maganbhai Patel, Founder Chairman
and Shri Jashvantlal Shah, Deputy Minister in the then state of Bombay. Under their
dynamic leadership the foundation stone of this union was laid.

First six milk co-operative societies became founder members of this union from
where the milk was brought for distribution, but, in the absence of adequate facilities for
chilling and pasteurization it was thought best to postpone the rural milk collection. In
turn, pasteurized hygienic milk from Amul Milk Union was brought for distribution to the
consumers of the Baroda city.

The foundation stone of 50,000 LPD Dairy Plant was laid on 24thAugust 1962, by
Shri T.K. Patel, the Doyen of the Co-operative Dairy Movement in Gujarat. In the year
1963-64 milk distribution through 21 Distribution centres were started in an organized
way.

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 inaugurated
by Shri Morarjibhai Desai, the then Finance Minister, and Government of India. Under
the milk distribution system, pasteurized milk in the bottles was supplied to the city
consumers. The bottling plant was set by UNICEF in collaboration with CARE to supply
the reconstitutes milk to school children on matching contribution basis.

COMPANY PROFILE:
UNIT NAME:

Baroda District Co-operative Milk Producers Union Ltd.

FORM OF ORGANIZATION:

Co-operative Sector

YEAR OF ESTABLISHMENT:

24TH December, 1957

REGISTERED 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) 2641066

SIZE OF THE UNIT:

Large Scale Industry

REGESTERED OFFICE NO.:

Rg. No. D 4/57

TOTAL 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 – Dabhoi
MAN POWER:

Permanent: 1378
Temporary: 475

BOARD OF DIRECTORS:

1) Shri Narendra Mukhi Chair Man

2) Shri Satishbhai patel Vice Chair Man

3)Shri Ravindra Mathur Managing Director

4) Shri Sureshbhai Z. patel Director

5) Shri Upendrasinghji p. Gohil Director

6) Shri Ganpatsinghji M. Solanki Director

7) Shri Ashwinbhai C. patel Director

8) Shri Ajitsingh R. Thakor Director

9) Shri Dilipbhai N. Patel Director
10) Shri Ganpatsinghji B.
Director
Solanki
11) Shri K.T Amin Director

12) Shri Dinsa N. patel Director

13) Shri Ranjit singh M. Rathwa Director

14) Shri Thakorbhai V. patel Director

15) Shri kiritsinghji j. Maharaul Director

16) Shri Bakul bhai k. patel Director

17) Shri K.M. Jala Director

18) Shri Deepak Dalai Director

19) Shri Arun Vayanganker Director

20) Shri Deepal Dalai District Registrar

21) Shri K M Joshi General Manager

AUDITOR: Ramesh M Patel. (Sp. auditor)

Current Expansions:

The dairy has started manufacturing bottled mineral water. Water from the river
Narmada will be used for manufacturing mineral water, which will be marketed in bottles
and pouches. A 12-km pipeline has been laid to pump water from the Narmada. The
dairy 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 venture
into manufacturing of tomato ketchup. The dairy has decided to take up a green field
project for setting up a tomato ketchup manufacturing facility in central Gujarat. The
dairy also plans to market the product at a later stage.

Baroda dairy is currently giving final touches to the project report. According to
top officials of the dairy, the proposed plant will come up in the Bodeli area. Around Rs
7-8 crore would be required to set up the new unit, for which the dairy has already
acquired land. "Bodeli is an ideal location for such a plant as its surrounding area such a
Chhota Udaipur, Pavijetpur and Sankeda grow tomatoes on a large scale. Tomatoes
will be procured from these areas, according to the dairy officials.

Baroda Dairy is also going to introduce Idli-Dhosa centre after the success of
Pizza. As per the latest news given in the local news paper dated 8th June, 2010 that
Baroda Dairy has increased its turnover with Rs.62 crores. And also with the
expenditure of Rs.20 crores, the Dairy will launch a new plant with the capacity of 7
LAKH LITRES.

Present Products Mix:

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 and
around city of Baroda.

• Milk
• Butter Milk(Chhash)
• Curd
• Flavoured Milk
• Butter
• Cheese
• Paneer
• Ghee
• Rajwadi Kadhi
• Thickshake
• Dry Sweets
• Ice-cream
• Pizza
• Shrikhand

Vision and Mission:

Baroda Dairy is a Co-operative society and it is not just a profit making unit but to
serve the better worth to society. The main mission of the Baroda dairy is to assure and
safeguard the interest of the both nominal consumer of milk in city area and supplier of
rural areas. And for this the Baroda Dairy deals according to provide BEST QUALITY
product at REASONALBE PRICE to their customers

Environment Policy:

We are committed to protect and preserve natural Environment for social welfare
and co-existence. Baroda Dairy, A leading co-operative organization is engaged in
manufacturing 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, contractors
and suppliers of Baroda Dairy.

Quality Policy:

Baroda Dairy firmly believes to provide Milk and Milk products of quality to give
total consumer satisfaction. In order to achieve this objective, Baroda Dairy has
implemented Quality and Food safety Management Systems since May 2000. The dairy
is certified for ISO 9001:2000 and HACCP by SAI Global, which is a wholly owned
subsidiary of Standards Australia International Ltd.

The implemented systems emphasize on ensuring and maintaining quality and
Food safety at all stage of procurement, Production, Packaging, Storage and
Distribution of Milk and Milk Products.

Both the Quality and Food safety Management Systems are audited every six
months by SAI Global to ensure the continuity and adequacy. The product quality and
safety is ensured at every stage of operation and does not merely relay on final product

testing. There is a system in place to identify and assess the risk at every stage of
product manufacturing, packaging storage and distribution. Appropriate control
measures are implemented at the identified stage to eliminate the possible cause of
risk. This ensures the quality and food safety at every stage.

A high level of plant and personnel hygiene and housekeeping is maintained to
avoid any cross contamination. The housekeeping audits are conducted periodically
and employees are motivated to participate in good Housekeeping Competitions.

The dairy develops and maintains lawn and trees on open land within the
premises. Baroda Dairy now, looks forward to implement ISO-14001:1996
Environmental management System with the objective to prevent pollution and protect
environment through proper Management and control of its activities, products and
services.

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.

About the Functional
Departments

ORGANIZATIONAL STRUCTURE OF PRODUCTION DEPARTMENT

INTRODUCTION

Production Department is most important part in any organization, firm,
company or co-operative sectors. Production can be made for the middle users or for
the end-users (direct consumers). Production do the main work of converting raw
material into semi-finished or finished goods, it depends on what kind of production the
organization is doing.

In the context of BARODA DAIRY, people have endless demand for milk and
milk products. BARODA DAIRY undertakes the procurement of milk and its production
likewise satisfying the needs and demand of people. It estimates the demand and
accordingly production is done for which arrangement of Raw material, finance and
provision for selling is made by BARODA DAIRY.

The Production Department is interrelated with the Personnel, Finance, and
Marketing 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 one
day 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 in
different areas of Baroda district.

Amul Gold 22,98,259 litres per day
Flavoured milk pouch 33149 pouches per day
Amul Shakti 71,24,528 litres per day
Flavoured milk bottles 31114 bottles per day
Amul Cow 6,14,867 litres per day
Total 1,00,37,654 litres per day
Daily Average 3,34,588 litres per day

Goras chhas 14,39,04 pouch of 500ml per day
Jira Chhas 14,16,552 pouch of 200ml per day
Masti Dahi 2,80,711 pouches of 200ml per day
Rajwadi Kadhi 21,863 pouches of 500ml per month
Activities of Production Department:

 There are mainly five (5) activities done by the Production Department. They are
as follows:

1. Raw Material Receiving Dock

2. Pasteurization

3. Standardization

4. Homogenization

5. Pouch packing Section

Baroda Dairy has set up a modern plant for the production process. It has established
its plant in a modern high tech style which functions nearly 80% automatically.

Finance Department

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 money
through money.

The finance department of a business takes responsibility for organizing the
financial and accounting affairs including the preparation and presentation of
appropriate accounts, and the provision of financial information for managers

The primary purpose of the Finance Department is to monitor and report on the
financial position of the Baroda Dairy and to provide an excellent level of service to their
public customers and customers in other City Departments.

It can be acquired through various sources. After the acquisition of finance, the
work of utilization of finance is to be decided. The finance department has to deal with
not only the procurement of finance but also with the proper utilization of it. Finance is
the basic requirement for purchase of assets, production of goods, marketing, selling,
etc. The finance department takes the decision regarding financial matters. Thus, we
can 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 for
short-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 is
fulfilled either by issuing equity shares or by taking loan from “National Dairy
Development Board”. The repayment of loan is done in equal installments, the amount
is pre-decided. Generally, 6% interest is charged on the amount of loan.

The Main Areas Covered By Financial Department in Dairy

• Book keeping procedures.

• 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. capital
structure including all the financial. Thus capital structures of an organization show how
or through which sources raised.

Baroda dairy is a co-operative society and its shares are out listed in stock
exchange. However the shares are purchased by the milk societies who can easily
become 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 Any
Other Public Issue. Therefore There Is No Question Of Any Bonus.

“BARODA DAIRY” does not have any other source of raising fund from its
profits. For any undertaking it is financial by NDDB or self financing.

Marketing Department

ORGANIZATIONAL STRUCTURE OF MARKETING DEPARTMENT

INTRODUCTION
“It is clearly said that Marketing Department is the Front Face of any
organization or firm”. This is said because marketing is the only means from where

the consumers can know about the upcoming products of the firm or organization. This
indirectly gives result in increased sales of products.

Marketing - in other sense, means promoting the product publically and to bring
revenue through sales. Marketing Department does the function of creating demand in
people and generates sales from it, which completely depends on marketing
department.

Baroda dairy is having a full-fledged marketing dept. where all the functions
related to marketing are performed. As a part of marketing strategy Baroda Dairy has
increased its Morning milk centers

Target Market of Baroda Dairy

The whole city of Baroda is the target market for Baroda dairy. Also the town of
Baroda city is the target market for the Baroda dairy. Baroda dairy’s milk and its
products 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 quality
and 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 because
most of the people are aware of the products produced by the dairy. In fact, the
products are of daily used and they are so popular that there is little need for
advertisement.

Pricing Policy

“Price” may be defined as the value of product expressed in the monetary terms
which a consumer pay or expected to pay in exchange and anticipation of the expected
or offered utility. Therefore, we can say “price is a link between the consumer and
organisation”. As the main objective of Baroda dairy is not profit maximisation, so it sets
reasonable price for its products. It considers the interest both the parties. i.e. the
suppliers of milk and the consumers currently, all over India the price of milk is fixed by
the NDDB (National Dairy Development Board)

Export

The products produced at Baroda dairy are not exported to other countries. The
products of SUGAM unit are Exports to countries like……..

USA
SINGEAPORE
JAPAN
AUSTRALIA
KUWAIT
BATLERIN
DUBAI
ABUDHABI

Warehousing & Transportation

• Warehousing:-

Baroda dairy does not have any warehouse but it has “cold storage”. Mostly, all
the products are perishable in nature so there is a facility of cold storage and it is within
the dairy premises.

• Transportation:-

There is use of private vehicles i.e. tempo & trucks which are hired to transport
milk. The transportation cost is low as it is within Baroda district.

INTRODUCTION

There is a well versed Quote saying that “Employees are the assets of any
organization” Which depicts that they are most important tool of organization. Thus to
maintain them for the organization, Personnel department (Human Resource
Department) is kept for the well being of employees.

The function of Human Resource Department can be seen in each and every
department of any organization. Thus it can be easily said that “The Human Resource
Department” is the heart of any organization. The function of Human Resource
Management is to manage the people working in the organization. It mainly focused on
the intrapersonal relationship and interpersonal relationship of employees.

Human Resource Management in simple words means planning, organizing,
directing and controlling of procurement, recruitment, selection, training and
development, compensation, integration, maintenance, appraisal, allocation and
separation of Human Resources

Thus, Human Resource Management refers to set of programme, functions and
activities designed and carried out in order to MAXIMIZE the employee’s as well as
organizational efficiency and effectiveness.

Human Resource Management at Baroda Dairy

“Baroda Dairy is one of the leading Dairy” It shares collaborative and friendly
relationship with preferred partners, employees, consumers and other workers involved
to it. It maintains a transparency in handling the above relations and stick to its
standards.

The HRM function or Personnel department function in Baroda Dairy is indeed
vast. All major activities since working of a worker – from the time of his/her selection in
to an organization until he/she resigns or get retired or leave job for any reason – comes
under the preview of HRM.

The HR planning in Dairy is very smooth and transparent. It made Baroda Dairy
a HUGE BIG Family of approximately 1400 employees. In Baroda Dairy major attention
is given on the welfare and Safety of employees. They are also given different kind of
incentives to increase their production effectiveness.

Dairy also focuses on developing human value and potential through various
bearing and development activities and provide favorable atmosphere. All these
functions are performed by HR in Baroda Dairy.

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. OFFICER

SR. EXECUTIVE SR.EXECUTIVE SR. EXECUTIVE

JR. ASSISTANT JR. ASSISTENT JR.ASSISTANT
TIME KEEPER (ADMIN)

Human Resource Is Divided Into Different Parts

The 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 employers
formed to promote and convey their interest through collective actions to the
organization.

At Baroda dairy, there are two unions. One for the workers & another for officers which
are working for the following:-

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 & stimulating
them 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 is
done 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, for
right 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.

Purchase and Stores
Department

INTRODUCTION
Inventory Management System

In Baroda dairy, the store department uses the FIFO method. I.e. First In First
Out method of inventory management.

Purchase Procedure

Baroda Dairy’s main raw material is milk. The purchase department has only to
pick 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

Here plastic of milk bags is store; tins of ghee, milk powder, fodder for cattle’s etc. are
stored.

Quality Assurance
Department

ORGANIZATIONAL STRUCTURE OF QUALITY CONTROL
DEPARTMENT

INTRODUCTION
Activities 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.

Dispatch and Logistics
Department

INTRODUCTION
Dispatch and Logistics

All activities carried out under the supervision and order General Manager of
Marketing head i.e. order of milk and milk products are dispatched as per the order of
customers and retailer and all records of dispatch are kept in dispatch register and
computer.

• In dispatch department the work is divided in 3 shifts

1. Morning
2. Afternoon
3. Evening

• Sources of Mode of Transportation

There are trucks, tempos, insulated vans, three wheeler tempos are used to deliver the
milk and the milk products in all the three shifts.

Background of the study

Many large organizations have marked their presence in the dairy industry and
trying to grab as much market share as possible in the industry. Baroda Dairy is also
one of the cooperative organization which is engage in producing the milk and milk
products. It sells its milk and milk products under the brand name of “AMUL” which has
the highest market share in Asia. This as a result has maintained national and
international for quality and consumers’ likeliness. These high standard milk and milk
products manufactured economically using modern technology are made available
timely to consumers.

The dairy is manufacturing different types of milk and milk products. The profiles of
these 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

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/-

Butter
Sr. No. Type Quantity
1 Table Butter 100 gm
2 White Butter 500 gm

Flavored Milk
Sr.
Packing Quantity Price
No.
1 Bottle 200 ml Rs 12.00
2 Pouch 200 ml Rs 07.00

Butter Milk
Sr. 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 03.00

Rajwadi Kadhi

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 of
baroda city and become the brand among them. Thus the dairy has increased its sales
of its products in order to meet the demands of the consumers. The quality of these
products is far superior to that of the other local manufacturers of the similar types of
products.

It is very important for the dairy to satisfy the needs of the consumers who have
join the dairy with some expectations in terms of price, quality and quantity. As dairy is
engage in manufacturing many products along with the milk, it is very essential to give
regular attention on them also. This is very important to know about consumer
preference and brand awareness towards these products. So I am going to study the
consumer preference and brand recallability towards Baroda Dairy’s products.

Importance of the study

This 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.

 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 study

Primary 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.

Research Design
 In this study a descriptive research design has been chosen.
Sources of Data

 Primary Data:
The primary data is collected with the help of the questionnaire by taking the
responses of the respondents. As all the respondents are aware about this type of
survey 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 Dairy

Data 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

And
Interpretation

AGE ANALYSIS:
Table-1
Table showing the age of the respondents

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 respondents

Analysis:-
This chart shows the diversity in the age group that I have chosen for my sample
study regarding consumer preference and brand recallability of the Baroda dairy’s
products. From the above analysis, it can be noted that the majority belongs to age
group between 21-40 (54 respondents), while the age group of 41-55 consists of 37
respondents, further 8 respondents fall under the 55-above age group and lastly only 1
respondent fall under below-20 age group who prefer and are able to recall the products
of baroda dairy.

GENDER ANALYSIS:

Table-2
Table showing the gender of the respondents

Gender No. of respondents
Male 66
Female 34
TOTAL 100

Chart-2
Chart showing the gender of the respondents

Analysis:

The above chart shows that out of 100 respondents surveyed during the
research study 66 respondents are male respondent and the rest 34 respondents are
female respondent.

ANNUAL HOUSEHOLD INCOME ANALYSIS:

Table-3

Table showing the annual household income of the respondents

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 respondents

Analysis:

Here, in this chart out of 100, majority of the respondents i.e. 41 have the annual
household income between 2 lac-4 lac. While 31 respondents are having the income of
4 lac-6 lac. People with more than 6 lac are consists of 17 respondents and lastly 11
respondents fall under the income of less than 2 lac.

OCCUPATION ANALYSIS:

Table-4

Table showing the occupation of the respondents

Occupation No. of respondents
Service 42
Self-employed 29
Student 16
Others 13
TOTAL 100
Chart-4
Chart showing the occupation of the respondents

Analysis:

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 in
others (basically are housewife). This means that 42% of respondents are from service
by 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 surveyed
respondents were mostly from service and self-employed by occupation.

Q1. Do you consume Baroda Dairy’s products?

Table-5

Table showing the response for the consumption of the Baroda Dairy’s products

Response No. of respondents
YES 100
NO 0
TOTAL 100

Chart-5

Chart showing the response for the consumption of the Baroda Dairy’s products

Analysis:

Out of the total 100 respondents, all the 100 respondents are consuming
one or the other products of the Baroda Dairy. There is no respondent who is not
consuming any product of the Baroda Dairy. So of the total households, 100% people
are 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

Response No. of respondents
YES 100
NO 0
TOTAL 100

Chart-6
Chart showing the response of not consuming the Baroda Dairy’s products

Analysis:

Here, in the chart there is no respondent who is not consuming the Baroda
Dairy’s products. Every surveyed respondent is consuming the at least one product of
the Baroda Dairy. So there is no specific reason for not consuming the Baroda Dairy’s
products.

BRAND RECALLABILITY:

Unprompted brand recallability

Q3. (A) Which ONE brand comes to your mind, when you think about Baroda Dairy?

Table-7

Table 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

Chart showing the top of the mind response of the Baroda Dairy’s products

Analysis:

From the above table as well as from the chart it is clearly observed that the
product Milk is set at the top of the mind of the respondent when they think about the
Baroda Dairy. Out of the total 100 respondents, the product Milk is set at the top of the
tongue or it can also be said that it is at the top of the mind among majority of the
respondents i.e. 55 when they think about Baroda dairy. While the product Ice-cream is
followed by the product milk as secure the position at the top of the mind among the 9
surveyed respondents. Further the product Shrikhand set at the top of the mind among
the 8 respondents and similarly with the rest of the products.

Lastly, the products Ghee and Thickshake could not able to set their presence at
the top of the mind among any of the surveyed respondents.

Q3. (B) Are there any other brands that come to your mind as well?

Table-8

Table showing unprompted recallability of brands

Brand No. of respondents % of respondent
Milk 44 08
Butter milk (Chhas) 64 11
Curd (Dahi) 60 11
Flavored milk 56 10
Butter 46 08
Ghee 45 08
Lassi 37 06
Dry Sweets (Mithaee) 44 08
Ice-cream 60 11
Rajwadi kadhi 13 02
Thickshake 09 02
Pizza 20 03
Paneer 19 03
Shrikhand 33 06
Cheese 20 03
TOTAL 570 100

Chart-8.1

Chart showing the response of unprompted recallability of the other brands

Analysis:

As there were multiple responses given by the respondents, it is clearly observed
from the above chart that the maximum numbers of respondents are able to recall the
brand buttermilk other than their top of the mind brand. This brand consists of 64
respondents. While the brands of products Curd and Ice-cream both include equal
respondents of 60 in numbers who are able to recall unpromptedly. Further at the third
position is secured by the product flavored milk which has 56 respondents who are able
to recall the brand unpromptedly.

While the brands butter and ghee which is more popular among the housewives
is able to recall unpromptedly. This consist of the respondents 46 and 45 respectively
for both the brands of products. Further the brand milk and dry sweets consists same
number of respondents for recalling them without prompting about them.

Lastly, the brands Thickshake and Rajwadi kadhi which are recall very few by the
respondents who are surveyed during the research study.

Chart-8.2

Chart showing the percentage of respondent for unprompted recalling
other brands

Analysis:

The above shows the respondents for recalling the brands unpromptedly other
than their top of the mind brand. As we can observe that 11% of the total respondents
are able to recall the brands buttermilk curd and ice-cream without prompting them
about these brands.

While only 2% of the respondents are able to recall the brands Rajwadi kadhi
and 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

Table showing the response for the 1st favorite brand

Milk 31
Curd (Dahi) 04
Flavored milk 06
Butter 05
Ghee 02
Lassi 04
Ice-cream 21
Rajwadi kadhi 00
Thickshake 01
Pizza 01
Paneer 02
Shrikhand 04
Cheese 06
TOTAL 100

Chart-9

Chart showing the response for the 1st favorite brand

Analysis:

The above chart shows the response of the respondents for their 1 st favorite
brand among all the brands that are manufacture by the dairy. So from this chart out of
the 100 respondents, 31 respondents have the milk as their 1 st favorite brand. While 21
respondents say that their 1st favorite brand is ice-cream. Further 13 respondents say
that butter milk is their 1st favorite brand. While the rest brands such as curd, flavored
milk, butter, ghee, lassi, thickshake, pizza, paneer, shrikhand and cheese are the 1st
favorite 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 brand
among any of the surveyed respondents.

Q3. (D) Which brand of product would you say is your 2nd favorite brand?

Table-10

Table showing the response for the 2nd favorite brand

Milk 18
Curd (Dahi) 09
Flavored milk 08
Butter 08
Ghee 01
Lassi 08
Ice-cream 20
Rajwadi kadhi 01
Thickshake 00
Pizza 02
Paneer 02
Shrikhand 03
Cheese 02
TOTAL 100

Chart-10
Chart showing the response for the 2nd favorite brand

Analysis:

Here the above chart shows the 2nd favorite brand of the consumers who are
surveyed during the study research. So from the total of 100 respondents, the brand
ice-cream is the 2nd favorite brand of 20 respondents while 18 respondents preferred
milk as their 2nd favorite brand. And 11 respondents chose buttermilk as their 2nd favorite
brand.

Further the brand curd is chosen as 2nd favorite brand by 9 respondents and the
brands such as flavored milk, butter and lassi have 8 respondents each who select
them as their 2nd favorite brand. While 7 respondents chose dry sweets as their 2nd
favorite brand.

At the end, 2 respondents for each of the brands namely pizza, paneer and
cheese and 1 respondents for each brands such as ghee and rajwadi kadhi have
chosen their 2nd favorite brand. Lastly, none of the respondents have chose thickshake
as their 2nd favorite brand.

Thus, it can be observed that the brand ice-cream is either 1 st or 2nd favorite
among majority of the respondents who were surveyed during the study.

Prompted Brand Recallability

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

Milk 04 01
Curd (Dahi) 15 03
Flavored milk 34 07
Butter 32 06
Ghee 40 08
Lassi 50 10
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

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 they
were able to recall pizza out of all the brands the most i.e. 61 respondents are able to
recall pizza when they are exposed to the lists of the brands that are manufacture by
the Baroda Dairy. The next most prompted recallable brands are paneer and lassi which
has equal respondents i.e. 50. The next 48 respondents are able to recall thickshake
when the list of brands was shown to them. 41 respondents are able to recall the brand
shrikhand when they were exposed to the list of brands. 40 respondents are able to
recall the brands ice-cream and ghee while 34 respondents were able to recall the
brands 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 dry
sweet 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 12
respondents were able to recall butter milk when they are prompted. And lastly, only 4
respondents were able to recall milk as a brand when the list of brands of products was
shown to them.

Chart-11.2

Chart showing the percentage of prompted recallable brands

Analysis:

The above chart shows the percentage of prompted recallable brands by the
respondents. 12% of the respondents were able to recall the brand pizza when they are
prompted to recall. While 10% of the respondents were able to recall the brands such
as paneer, thickshake and lassi when they were exposed to the list of brands. Further
8% of the respondents were able to recall the brands ice-cream and shrikhand when the
list of brands was shown to them. Similarly the remaining percentage out of hundred
were share among the rest of the brands when the list of brands was shown to the
respondents.

Lastly, 1%, 2% and 3% are shared among the brand milk, butter milk and curd
respectively.

Recommended Brands

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

Milk 57 16
Curd (Dahi) 26 07
Flavored milk 24 07
Butter 13 04
Ghee 11 03
Lassi 17 05
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

Chart showing the recommended brands

Analysis:

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 is
butter milk and shrikhand which was recommended by 38 and 31 respondents
respectively. Further, the brand curd, flavored milk, thickshake and cheese were
recommended by 26, 24, 22 and 21 respondents respectively to others for the
consumption. Similarly the brand paneer, lassi, dry sweet, ghee and pizza were
recommended by 18, 17, 14, 11 and 11 respondents respectively to others to
use/consume these brands of products.

While at the last, only 9 respondents have recommended the brand rajwadi kadhi
to others.

Chart-12.2
Chart showing the percentage of recommended brands

Analysis:

Out of the total 100%, majority of the respondents’ i.e.16% recommended milk to
others for the use or for the consumption. While the next brand is ice-cream which was
recommended to others by the surveyed respondents consists of 14% of the total
respondents. The third recommended brand is butter milk which is recommended by
10% of the total respondents. Then the next recommended brand is shrikhand which is
recommended by 8% of the total respondents. While the brand curd and flavored milk is
recommended by equal percent of the respondents i.e. 7% to others.

Further, 6% of the total respondents have recommended both thickshake and
cheese to others to consume them. While 5% of the respondents have recommended
both lassi and paneer and 4% of the respondents have recommended butter and dry
sweets to others. While due to lack of awareness about the brand pizza and ghee only
3% of the respondents have recommended these brands to others.

Last but not the least, only 2% of the respondents has recommended rajwadi
kadhi to others.

Q4. How often do you consume the 1st favorite brand of product of Baroda Dairy?

Table-13

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 brand

Analysis:

Here the above chart shows the consumption pattern of the 1st favorite brand of
Baroda Dairy’s product. Out of total 100 surveyed respondents. 49 respondents
consume their 1st favorite brand of product on a daily basis. While 38 respondents
consume their 1st favorite brand once in a week. Further7 respondents consume once in
a 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 of
product once in a six months.

Q5. How often do you consume the 2nd favorite brand of product of Baroda Dairy?

Table-14

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 brand

Analysis:

From the above chart, it is clearly observed that 34 respondents out of 100
consume their 2nd favorite brand of product on a daily basis. While 31 respondents
consume the product once in a week. Further, as compare to 1st favorite brand more
people consume 2nd favorite brand of product in once in a fortnight pattern. This means
that 26 respondents consume 2nd favorite brand on a once in a fortnight basis. While 9
respondents out of 100 respondents consume them in once in a month.

Last but not the least not a single respondent consume 2nd favorite brand of
product in once in a six months.

Q6. What is the average amount spent by you on the Baroda Dairy’s products in a
month?

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 respondents

Analysis:

The average amount spent by the majority of the respondents i.e. 39 is between
Rs.401 to Rs.600. while 31 respondents’ average amount on the purchase of the
Baroda 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 the
dairy’s products. While there are very few respondents i.e. 7 who spent average amount
on the purchase of the Baroda Dairy’s products. At the end, only 3 respondents spent
below 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

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 quality

Analysis:

Out of 100 respondents, 68 respondents are satisfied with the quality of the
products of the Baroda Dairy. While 24 respondents are highly satisfied with the quality
of the dairy’s products. Whereas 7 respondents are neutral about the quality of the
products. Further, only one respondent is dissatisfied with the quality of the products of
the Baroda Dairy. There is not a single respondent who is highly dissatisfied with the
quality of the products.

Q8. Are you satisfied with the price that is being charged from you, for the product?

Table-17

Table showing the satisfaction level of price
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 price

Analysis:

Out of 100 respondents, 59 respondents agree that they are satisfied with the
price that is charged from them for the products. While 24 respondents are indifferent
about the price of the products. Whereas 11 respondents are disagree towards the price
that is charged from them for the products of the Baroda dairy. Lastly, 4 respondents
are highly agree and 2 respondents are highly disagree towards the price that is
charged 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)

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 attribute

Analysis:

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

Total 100
Chart-18.2
Chart showing the level of importance of the quality attribute

Analysis:

This chart shows the importance of quality of Baroda Dairy’s products. Out of the
total 100 respondents, 89 respondents have ranked quality as the most important
attribute while purchasing the products of the Baroda Dairy. Whereas 7 respondents
have ranked quality as more important and 4 respondents believe that quality is
somewhat important while purchasing the products.

C. AVAILABILITY

Table-18.3
D.
E.

Table showing the level of importance of the availability attribute

Total F.
G.
100
H.

Chart-18.3
I.
J.

Chart showing the level of importance of the availability attribute

Analysis:

From the above chart it can be easily understand that respondents have ranked
availability as the more important attribute while purchasing the products. Whereas 30
respondents believe that availability is somewhat important and 20 respondents believe
that availability is the most important attribute while making the purchase of the
products of the Baroda Dairy. While only 1 and 3 respondents’ ranked availability as a
least and little important attribute.

D. VARIANTS

Table-18.4
A.
B.

Table showing the level of importance of the variants attribute

Total C.
D.
100
E.

Chart-18.4
F.
G.

Chart showing the level of importance of the variants attribute

Analysis:

The above chart shows the maximum number of respondents i.e. 52 have ranked
variants as the somewhat important attribute while purchasing the products of the dairy.
Whereas 26 respondents believe that variants is more important attribute of the
products and 6 respondents believe that it is the most important attribute. Last but not
the least 3 and 13 respondents have ranked the variants as the least and little important
attribute of the products of the Baroda Dairy.

E. PACKAGING

Table-18.5
A.
B.

Table showing the level of importance of the packaging attribute

Total C.
D.
100
E.

Chart-18.5
F.
G.

Chart showing the level of importance of the packaging attribute

Analysis:

Here out of 100 respondents, 43 respondents have ranked the attribute
packaging as somewhat important. While 29 respondents have ranked it as more
important and 10 respondents have ranked it as the most important attribute. Whereas
16 respondents have ranked the attribute packaging as the little important and just 2
respondents 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

Total C.
100
D.
E.

Chart-18.6
F.
G.

Chart showing the level of importance of the quantity attribute

Analysis:

The above chart clear shows that 37 respondents have ranked quantity as more
important attribute of the products. While 24 respondents have ranked the attribute
quantity as the most important while purchasing the products of the dairy. Whereas 29
respondents believe that it is somewhat important while purchasing the products. And at
the last 9 respondents have ranked quantity attribute as the little important and only 1
respondent 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
Highly agree 09
Agree 53
Neither agree nor disagree 32
Disagree 06
Highly disagree 00
TOTAL 100

Chart-19
Chart showing the satisfaction/superiority level

Analysis:

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 brands
of products in terms of quality. While 32 respondents who are surveyed respond that
they are neither agree nor disagree about the quality of the Baroda Dairy’s products as
compare to other brands of products. Whereas 9 respondents strongly agree that the
quality of the products of Baroda Dairy are more superior to other brands of products. At
the end 6 respondents are disagree towards the superiority of the products of dairy in
terms of quality and there is no respondent who is highly disagree about the superiority
of 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

ANNUAL HOUSEHOLD
INCOME
BELOW 2,00,000-4 4,00,001- MORE THAN
TOTAL
2,00,000 ,00,000 6,00,000 6,00,001
AVERAGE
AMOUNT SPENT
Below Rs.200 01 02 00 00 03
Rs.200 to Rs.400 04 09 06 01 20
Rs.401 to Rs.600 03 18 12 06 40
Rs.601 to Rs.1000 03 13 11 04 31
Rs.1001 & above 00 01 00 06 07
TOTAL 11 43 29 17 100

HYPOTHESIS:

H0: There is no association between Annual Household Income and Average
amount spent.
H1: There is association between Annual Household Income and Average
amount spent.

CROSS TABULATION:
ANNUAL HOUSEHOLD
INCOME
BELOW 2,00,000-4 4,00,001- MORE THAN
2,00,000 ,00,000 6,00,000 6,00,000
AVERAGE
SPENT AMOUNT
Below Rs.200 0.33 1.29 0.87 0.51
Rs.200 to Rs.400 2.20 8.60 5.80 3.40
Rs.401 to Rs.600 4.40 17.20 11.60 6.80
Rs.601 to Rs.1000 3.41 13.33 8.99 5.27
Rs.1001 & above 0.77 3.01 2.03 1.19

CHI-SQUARE TABLE:
Fo Fe Fo-Fe (Fo-Fe)2 (Fo-Fe)2/Fe
1 0.33 0.6700 0.4489 1.3603
2 1.29 0.7100 0.5041 0.3908
0 0.87 -0.8700 0.7569 0.8700

Project report on baroda dairy

Project report on baroda dairy

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