akash project.docx

8/18/2019 AKASH PROJECT.docx

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A MAJOR PROJECT REPORT

ON

‘‘Consumer Satisfaction from Mother Dairy Product Offerings”

S!M"TTED "N T#E PART"A$ %$%"$$MENT %OR T#E A&ARD O%

T#E DE'REE O% !AC#E$OR "N !S"NESS ADM"N"STRAT"ON

NDER T#E '"DANCE O%(

Mrs) Poo*a +a,ra Jain

Assistant Professor- RD"AS

S!M"TTED !.(

Name of the Student( A/ash Sharma

Enro,,ment No)( 01012301415

!!A- Semester 6th

!atch 7015 8 7016

R+M"N" DE9" "NST"TTE O% AD9ANCED STD"ES

NAAC Accredited, ‘ A’ Grade

Category A+ Institute, An ISO 9001: 2008 Certiied Institute! A"CTE A::ro;ed- Affi,iated to ''S"P<

7A = 7!- Madhu>anCho?/- Outer Ring Road- Phase81- De,hi81100@2

Phone( 011874@6236- 74@64501 %aB( 011874@64717

E8mai,( adminrdias)ac)in- &e>site( ???) Rdias)ac)in

Mem>er of AMD"SA- A"MA- CS"- C""- DE$NET- %"CC"- TiE8De,hi NCR

mailto:[email protected]:[email protected]:[email protected]


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TA!$E O% CONTENT

S.NO. Particulars Page No.

1. Students declaration 3

2. Certificate of Guide 4

3. Acknowledgement 5

4. Ca!ter 1"Plan of te Stud#

1.1 $ntroduction of te to!ic

1.2 O%&ecti'es of te stud#

1.3 (iterature re'iew

)"1*

5. Ca!ter 2" Com!an# Profile 1+"31

).. Ca!ter3",esearc -etodolog#

3.1,esearc metodolog# of te stud#

3.2Source of data collection

3.3 -etod of data collection

32"3+

*. Ca!ter 4"ata Anal#sis / $nter!retation 30"5

+. Ca!ter 5"indings / Conclusions 51"53

0.. Ca!ter )"Suggestion ,ecommendation 54"5)

1. i%liogra!# 5*

11. Anneure" 6uestionnaire 5+"50


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STDENT‘s DEC$ARAT"ON

7is is to certif# tat $ a'e com!leted te Pro&ect titled Consumer Satisfaction of Mother

Dairy 8 under te guidance of 8 -rs.Poo&a 9alra :ain; in te !artial fulfillment of te

re6uirement for te award of te degree of 8acelor in usiness Administration; from

8,ukmini e'i $nstitute of Ad'anced Studies< New eli.;

7is is an original work and $ a'e not su%mitted it earlier elsewere.

Name of the Student8 A/ash Sharma

Enro,,ment No) 01012301415

C,ass = Section8 !!AFM< Sem) 6


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CERTIFICATE OF GUIDE

7is is to certif# tat te !ro&ect titled Consumer Satisfaction of Mother Dairy” is an

academic work done %# 8A/ash Sharma; su%mitted in te !artial fulfillment of te

re6uirement for te award of te degree of 8acelors in usiness Administration; from

8,ukmini e'i $nstitute of Ad'anced Studies< New eli.; under m# guidance and direction.

7o te %est of m# knowledge and %elief te data and information !resented %# im in te

!ro&ect as not %een su%mitted earlier elsewere

Name of the Faculty- Mrs. Pooja alra !a"#

Des"$#at"o# of the Faculty- Ass"sta#t Professor% RDIA&


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ACNO'(EDGEMENT

$ offer m# sincere tanks and um%le regards to ,ukmini e'i $nstitute Of Ad'anced

Studies< GGS$P =ni'ersit#< New eli for im!arting us 'er# 'alua%le !rofessional training in

A.

$ !a# m# gratitude and sincere regards to Mrs) Poo*a +a,ra Jain”- m# !ro&ect Guide for

gi'ing me te cream of er knowledge. $ am tankful to er as se as %een a constant source

of ad'ice< moti'ation and ins!iration. $ am also tankful to er for gi'ing er suggestions and

encouragement trougout te !ro&ect work.

$ take te o!!ortunit# to e!ress m# gratitude and tanks to our com!uter (a% staff and

li%rar# staff for !ro'iding me o!!ortunit# to utili>e teir resources for te com!letion of te

!ro&ect.

$ am also tankful to m# famil# and friends for constantl# moti'ating me to com!lete te

!ro&ect and !ro'iding me an en'ironment wic enanced m# knowledge.

Name of the Student8 A+AS# S#ARMA

Enro,,ment No) 01012301415

C,ass = Section8 !!A8 9" Morning Shift


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C#APTER 1

P$AN O% T#E STD.


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1)1 "ntroduction

7e dair# sector in te $ndia as sown remarka%le de'elo!ment in te !ast decade and $ndia as

now %ecome one of te largest !roducers of milk and 'alue"added milk !roducts in te world.

7e dair# sector as de'elo!ed troug co"o!erati'es in man# !arts of te countr#. uring 100*"

0+< te States ?eli"@ar#ana"=ttar Prades ad 1*5*4 million tones !roduction ca!acit#<

wic rose to 20*10 million tons %# te #ear 212. $n addition to man# !rocessing !lants< man#

go'ernment co"o!erati'e societies and cilling centers a'e %eing made.

A>out the "ndian dairy "ndustry

$n $ndia< te dair# sector !la#s an im!ortant role in te countr#Bs socio"economic de'elo!ment

and constitutes an im!ortant segment of te rural economic.

air# industr# !ro'ides li'eliood to millions of omes in 'illage< assuring su!!l# of 6ualit# of

milk and milk !roducts to %ot ur%an and rural areas. it 'iew to kee!ing !ace wit te

countr#Bs increasing demand of milk and milk !roducts< te industr# as %eing growing ra!idl#.

According to researc re!ort 8$ndian air# $ndustr# Anal#sis; $ndia is worldBs largest milk !roducers accounting of around 1*D of te glo%al milk !roduction. esides< $ndia is also one of

largest consumers of milk and milk !roducts. ue to ric nutritional 6ualities< te consum!tion

of dair# !roduct as %eing growing e!onentiall# in te countr#< and considering suc facts and

figures< m# stud# antici!ates tat te milk !roduction in $ndia will grow at a CAG, of around

4D during 212 to 215.

it rising use of dair# !roduct< te secondar# market of dair# !roduct as %een flourising< m#

re!ort o%ser'ed.

Co'ering te necessar# as!ects of te $ndian dair# industr#< te stud# facilitates knowledge a%out

its current market scenario and future growt. Anal#>ing te !ast and current state of te

industr#< te re!ort tries to find out ow trends like te entr# of international com!anies and

!ackaging are attracting te consumers and eeding towards furter growt in te market. 7is


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wa#< it !resent a clear !icture of te direction< in wic te industr# is likel# to !roceed in te

coming #ears.

7e go'ernment is taking se'eral initiati'es and running !lans and !rograms like National iar#

Plan and $ntensi'e air# e'elo!ment Program to meet te growing demand for milk in te

countr#. Our re!ort talks a%out suc scemes< and go'ernment regulations to !resent an o%&ecti'e

and %alanced !icture of te industr#.

7e stud# also discusses te o!!ortunities and strengts of te dair# market in a com!lete SO7

anal#sis< and !ro'ides an insigt into te com!etiti'e landsca!e. e o!e tat our

com!reensi'e researc will el! clients align teir %usiness strategies as !er market d#namics<

and make sound in'estment decisions.


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A!OT NDD!

National air# e'elo!ment oard ?N was founded to re!lace...

E!loitation wit em!owerment.

7radition wit modernit#.

Stagnation wit growt.

An instrument for te de'elo!ment of $ndiaBs rural transforming dair#ing into an instrument for

te de'elo!ment of $ndiaBs rural !eo!le. Prior to N< te milk market was 'astl# go'erned %#

local !ri'ate dair# and tese dairies were neiter !roducing milk nor te# were animal %reeders

and ence law of demand and su!!l# was uneard %# tose wose intentions were !urel# to

make more mone# from %ot te sides F tat is from !roducers of milk ?farmers and consumers

at large. Esta%lisment of N %roke tat s!ell and traders were side lined in due course.

7e National air# e'elo!ment oard was created in !romote< finance and su!!ort !roducer"

owned and controlled organi>ations. NBs efforts are co"o!erati'e !rinci!les and te Anand

Pattern of Co"o!eration

Phi,oso:hy of NDD!

Co"o!eration is te !referred form of enter!rise< gi'ing !eo!le control o'er te

resources< troug democratic self go'ernance. All %eneficiaries< !articularl# women and under !ri'ileged< must %e in'ol'ed in

co"o!erati'e management and decision making. 7ecnological and e'olution searc for %etter wa# to acie'e te o%&ecti'e in te

d#namic market.

7e N was created in 10)5< fulfilling te desire of te Prime -inister of $ndia F te late (al

aadur Satri F to etend te success of te 9aira Co"o!erati'e -ilk Producers union ?Amul

to oter !arts of $ndia.


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7at success com%ined te wisdom and energ# of farmers wit !rofessional management to

successfull# ca!ture li6uid milk and milk !roduct markets wile su!!orting farmer in'estment

wit in!uts and ser'ices.

N %egan its o!erations wit te mission of making dair#ing a 'eicle to a %etter future for

millions of grassroots milk !roducers. 7e mission acie'ed trust and direction wit te

launcing of 8O!eration lood;< a !rogramme etending o'er 2) #ears and wic used orld

ank loan to finance $ndiaBs emergence as te worldBs largest milk !roducing nation. O!eration

loodBs tird !ase was com!leted in 100) and as to its credit a num%er of significant

acie'ements.

As on -arc 21< $ndiaBs 0)


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O!eration lood as %een one of te worldBs largest rural de'elo!ment !rogrammes. $t was

started %# $ndiaBs National air# e'elo!ment oard ?N in 10*. One of te largest of its

kind< te !rogramme o%&ecti'e was to create a nationwide milk grid.

O:eration %,ood strategy

7e %edrock of O!eration lood as %een 'illage milk !roducersB coo!erati'es< wic !rocure

milk and !ro'ide in!uts and ser'ices< making modern management and tecnolog# a'aila%le to

mem%ers. O!eration loodBs o%&ecti'es includedI

• $ncrease milk !roduction ?8a flood of milk;

• Augment rural incomes

• ,easona%le !rices for consumers

• Programme $m!lementation

"m:,ementation of O:eration %,ood

O!eration lood was im:,emented in three :hases.

Phase "

Pase $ ?10*"10+ was financed %# te sale of skimmed milk !owder and %utter oil gifted %#

te Euro!ean =nion ten EEC troug te orld ood Programme. N !lanned te

!rogramme and negotiated te details of EEC assistance.

uring its first !ase< O!eration lood linked 1+ of $ndiaBs !remier milk seds wit consumers

in $ndiaBs four ma&or metro!olitan citiesI eli< -um%ai< 9olkata and Cennai.

Phase ""

O!eration loodBs Pase $$ ?10+1"+5 increased te milk seds from 1+ to 13) 20 ur%an

markets e!anded te outlets for milk. # te end of 10+5< a self"sustaining s#stem of 43


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all of te increase coming from dairies set u! under O!eration lood. $n tis wa# EEC gifts and

orld ank loan el!ed to !romote self"reliance. irect marketing of milk %# !roducers

coo!erati'es increased %# se'eral million litres a da#.

Phase """

Pase $$$ ?10+5"100) ena%led dair# coo!erati'es to e!and and strengten te infrastructure

re6uired to !rocure and market increasing 'olumes of milk. Heterinar# first"aid ealt care

ser'ices< feed and artificial insemination ser'ices for coo!erati'e mem%ers were etended< along

wit intensified mem%er education.

O!eration loodBs Pase $$$ consolidated $ndiaBs dair# coo!erati'e mo'ement< adding 3


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2. 7is re'olution followed te $ndian Green ,e'olution and el!ed in accelerating organic<

decentrali>ed de'elo!ment across te %oard< alle'iating !o'ert# %# offering gainful

em!lo#ment< and also !ro'iding access to %etter nutrition.

3. O!eration lood as el!ed dair# farmers direct teir own de'elo!ment< !lacing control

of te resources te# create in teir own ands.

4. A National -ilk Grid links milk !roducers trougout $ndia wit consumers in o'er *

towns and cities< reducing seasonal and regional !rice 'ariations wile ensuring tat te

!roducer gets fair market !rices in a trans!arent manner on a regular %asis.

1)7 O>*ecti;es of study

• 7o find te acce!ta%ilit# of te !roduct offerings %# -oter air#.

• 7o e!lore te reasons for consumers switcing o'er to com!etitors !roduct.

• 7o stud# te le'el of consumers satisfaction of te !roduct.

• 7o determine te factors influencing %u#ing decisions of consumers.

1)5 $iterature re;ie?

Consumer satisfaction an o'er'iew

eter te %u#er is satisfied after !urcase de!ends on te office !erformance in relation to

te %u#ers e!ectations. $n general satisfaction is a !ersons feeling of !leasure or

disa!!ointment resulting from com!aring a !roduct !ercei'ed !erformance in relation to iser

e!ectations.

As tis definition makes clear< satisfaction is a function of recei'ed !erformance and

e!ectation. $f te !erformance falls sort of e!ectations te consumer is dissatisfied. $f te

!erformance matces te e!ectations< te consumer is satisfied. $f te !erformance eceeds

e!ectations te customer is igl# satisfied or deligted.

-an# com!anies are aiming for satisfaction %ecause customers wo are &ust satisfied still find it


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eas# to switc wen a %etter offer comes along. 7ose wo are igl# satisfied are muc less

read# to switc. @ig satisfaction or deligt creates an emotional affinit# wit te %rand< not

&ust a rational !reference. 7e result is ig customer lo#alt#. or consumer centered com!anies

consumer satisfaction is %ot a goal and a marketing tool. Com!anies tat acie'e ig

consumer satisfaction rating make sure tat teir target market knows it.

u#ing moti'es

A !erson as man# needs at a gi'en time. Some needs are %iogenic need wile some oters are

!s#cogenesis.

iogenic needsI Needs wic arise from !s#cological state of tension like unger<

discomforta%le etc.

Ps#cogenicI Needs< wic arise from !s#cological state of tension like need for recognition<

esteem< %elongingness etc.

A need %ecomes a moti'e wen it is aroused to a sufficient le'el of intensit#. So a moti'e can %e

defined 8as a need tat is sufficientl# !ressing to dri'e te !erson to act moti'e wic induce a

!erson to !urcase a !roduct are called %u#ing moti'es;.

Generall# indi'iduals are moti'ated to %u# %ecause of eternal and internal moti'e. Eternal

moti'es are outside one for eg. $ncome< culture< occu!ation etc. $nternal moti'es are tose

wic originated in te mind of !eo!le. 7e# ma# %e eiter !s#cogenic and !s#cogenic.

u#ing moti'es can %e classified as

Ecorelated moti'esI or eam!le te desire for a %etter self image or a desire for a state among

oneBs !eers.


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Emotional moti'esI or eam!le attraction for o!!osite se< lo'e and affection for oters< social

assistance< satisfaction of !ride.

,ational moti'esI moti'es tat generate %ecause te feeling of gaining economic< efficienc# and

de!ended.

Patronage moti'esI 7e moti'es< wic e!lain w# a consumer !urcases a !roduct onl# from

one seller. $m!ortant !atronage moti'es are !rice< location< 6ualit#< ser'ice etc.

7e moti'es wic e!ress w# consumers !urcase te !roduct onl# from one seller.

u#ing moti'es can %e e!lained on te %asis of te following teor# of moti'ation.

1< -aslowBs need ierarc# teor#

a< Ps#cological need?food< water

%< Securit# and safet# needs?securit# / !rotection

c< Social needs?sense of %elongings< lo'e

d< Esteem needs?self esteem< recognition

e< Self actuali>ation need?self de'elo!ment/ reali>ation

2< @er>%erg two factor teor#

issatisfierBsI 7at goes dissatisfaction and satisfiers tat goes satisfaction.

7ools for measuring consumer satisfaction

1< Com!laint and suggestion s#stem

A consumer centered organi>ation makes it eas# for its consumers to deli'er# suggestions

and com!laints. 7is information on flow !ro'ides te com!an# wit man good ideas and

ena%les tan to act more ra!idl# to te resource !ro%lems.


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2< Consumer satisfaction sur'e#s

Certain consumers cannot use com!laint cell a measure of consumer satisfaction.

,es!onsi'e consumers o%tained a direct measure of consumer satisfaction %# conducting

!eriodic sur'e#s.

3< Gost so!!ing

Com!anies can ire !ersons to !ost as !otential %u#ers to re!ort teir finding on strong and

week !oints< te e!eriences in %eing com!an# and com!etiti'e !roducts.

4< Cost customer anal#sis

Customer sould contact wo a'e sto!!ed %u#ing or wo a'e switced to oter su!!lies

to learn w# tis a!!ened.


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C#APTER87

COMPAN. PRO%"$EG

"NDSTR. PRO%"$E

MOT#ER DA"R.


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J-oter air#J is te single largest %rand of milk in $ndia as well as in Asia< marketing a%out

4.45 million litres of milk !er da#. -oter air# commands )2D market sare in te organi>ed

sector in and around eli< !rimaril# %ecause of consistent 6ualit# and ser'ice F wate'er %e te

crisis " floods< trans!ort< strike< curfew etc. -oter air#< Pat!argan&< eli< is !resentl#

manufacturing / selling around +.5 lak litres of toned milk troug %ulk 'ending so!s.

-oter air#< eli is an $S$SO " 01I2 and @a>ard Anal#sis Critical Control Points

?@ACCP and $S"141I100) En'ironment -anagement S#stem ?E-S Certified organisation.

-oter air# was te first air# in te countr# to im!lement $SO"1431

?En'ironment Performance E'aluation !ro&ect. 7e com!an#Bs Kualit# Assurance (a%orator# is

$SO$EC" 1*25I1000 certified %# NA( ?National Accreditation oard for 7esting and

Cali%ration (a%orator#< e!artment of Science / 7ecnolog#< $ndia.

7is !ro'ides assurance to consumer in res!ect of Kualit# and Safet# of !roducts manufactured

and marketed %# -oter air#.

7e National air# e'elo!ment oard ?N commissioned -oter air# in te first !ase

of O!eration lood in 10*4. Considering te success of air# industr# N esta%lised ruit

/ Hegeta%le Pro&ect in eli in 10++ wit JSAA(J as its um%rella %rand.

it a 'iew to se!arating te commercial acti'ities from de'elo!mental acti'ities< te N

merged -oter air# and te ruit / Hegeta%le !ro&ect into a woll# owned com!an# named

-oter air# ruit / Hegeta%le (td ?-H( in A!ril 2. 7is %ecomes te olding

com!an# of -oter air# $ndia (td ?-$( F a marketing com!an# and -oter air# oods

Processing (td ?-P( F a !rocessing com!an#. -P( is a multi unit com!an#< wit units at

'arious locations in $ndia. -oter air#< eli is one of te units of -P(.

7e com!an# is a igl# trusted ouse old name for its wide range of milk !roducts like -ilk<

la'oured -ilk< $ce"Cream< ai< (assi< 7a%le utter< air# itner< Gee etc. 7e a!!lication

for te award is %eing made for -oter air#< eli unit.

-oter dair# as taken u! te conce!t of 7otal Producti'e -aintenance ?7P- woleeartedl#.

7e num%er of em!lo#ees in'ol'ed in 9A$LENS and te no. of 9A$LENS !er em!lo#ee are

'er# encouraging. -oter air# is a mem%er of C$$"7P- Clu% and te 9A$LENS done %#

-oter air# em!lo#ees a'e %een selected and !resented in 2nd< 3rd< 4t and 5t National

9ai>en Conferences eld from time to time during te last tree #ears. Our 7P- efforts a'e


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resulted in increase in -7 and decrease in -77,< 6ualit# im!ro'ement< Cost reduction and

reduction in accidents.

-oter air# as recei'ed Jest Producti'it# PerformanceJ award for tree consecuti'e #ears

starting from10+*"++ to10+0"0 and again from1005"0) to100*"100+ from National !roducti'it#

Council and a commendation Certificate for ,a&i' Gandi National Kualit# Award< National

Energ# Conser'ation Award " 24< Oil and Gas Conser'ation Award " 24< $ndian $nno'ation

Award " 24 and Safet# $nitiati'e Award " 25.

O'er te #ears< -oter air# as not onl# ser'ed te dail# need of milk of te consumers of

eli< it as also etended its milk to oter States like @ar#ana< =ttar Prades< -aarastra<

Andra Prades / Gu&arat and is e!anding its wings ra!idl# to ser'e te masses.

Strategicall# located -oter air# %oots across eli and NC, make it con'enient for #ou to

!ick u! #our dail# re6uirement of -ilk< la'oured milk< utter< ai< (assi< Ceese<

CaasM.mout watering $ce Creams.

7e focus is on ke# markets for eac of te categories. $n te curd categor#< te# a'e %een in

eli for a wile now and launced in -um%ai &ust tree monts %ack. 7e# old a ) !er cent

market sare in eli< %ut it is too soon to gauge were we stand in -um%ai.

O>*ecti;es and !usiness Phi,oso:hy of Mother Dairy

7e main stakeolder of -oter air# was te farmer mem%er for wose welfare it eisted.

=nlike oter organi>ations< teir o%&ecti'e is not to maimi>e te !rofit. 7e# are more interested

in gi'ing te %est !rice for te farmers for teir milk tan in making a large !rofit. 7us te#

look at te !rice gi'en to teir su!!liers as not a cost %ut as an o%&ecti'e.

-oter air# ad< as its main o%&ecti'e< 8carr#ing out acti'ities for te economic de'elo!ment

of agriculturists %# efficientl# organi>ing marketing of milk and dair# !roduce< agricultural

!roduce in raw andor !rocessed form and oter allied !roduce;.

7is was to %e done trougI

Common %randing

Centrali>ed marketing

Centrali>ed 6ualit# control

Centrali>ed !urcases and


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Pooling of milk efficientl#

-oter air# ad declared< as its %usiness !iloso!#< te followingI

ensure tat milk !roducers and farmers regularl# and continuall# recei'e market !rices %#

offering 6ualit# milk< milk !roducts and oter food !roducts to consumers at com!etiti'e !rices

and u!old institutional structures tat em!ower milk !roducers and farmers troug !rocesses

tat are e6uita%le.

7e %iggest strengt of -oter air# was te trust it ad created in te minds of its consumers

regarding te 6ualit# of its !roducts.

N and its %rand -oter air# stood for guaranteed !urit# of wate'er !roducts it ad

!roduced. Adulteration was sim!l# not done in an# of its !roducts. $n $ndia< were suc trust was

ard to come %#< tis could !ro'ide a central ancor for

-oter air#Bs future %usiness !lans. or more tan 4 #ears -oter air# el!ing to create a

national network as %een ada!ted and etended to oter commodities and areas. 7eir constant

effort to learn and to enric e!erience is central to teir a!!roac and ca!acities.

$n times to come< -oter air# sall stri'e to %ecome a leading !la#er in te food industr# in

$ndia.

The Process Flo) of the Mother Da"ry

Ra).

StandardizationClarifcation

HomogenizationPasteurizationProcessed Milk

DispatchDeep Chilling


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Ra? Mi,/ Rece:tion(

,aw milk recei'ed troug insulated roadrail tankers at a 'er# low tem!erature tus retaining

te fresness of milk. 7e milk goes for more tan 15 stringent 6ualit# tests %efore it is acce!ted

for te !rocessing of milk.

-ilk acie'ed from indi'idual !roducers is cecked for all %asic 6ualit# !arameters meeting te

com!an# s!ecification and re6uired norms at res!ecti'e collection and cilling centres.

-ilk is ten su!!lied to te dair# units troug insulated milk tankers at 4 degree C.

Processing of Mi,/(

Processing of milk is done in %asicall# 4 ste!s

Clarification

Standardi>ation

@omogeni>ation

Pasteuri>ation

ClarificationI

7e cilled milk from te silos goes to te clarifier after !re"eating. 7e clarifier s!ins te milk

at 'er# ig s!eed< remo'ing all te dust !articles tat are in'isi%le to naked e#es.

Standardi>ationI

-ilk from different %reeds of cow and %uffalo ma# 'ar# in its com!osition. @ence< to make -ilk

uniform in com!osition< %efore su!!l# to te market< it is standardi>ed %# raising or lowering its

fat and SN !ercentage !resent in te milk to a desired le'el< so as to deli'er te milk to

consumers as !er !rescri%ed norms of SSA$.


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@omogeni>ationI

$n tis !rocess< te milk is !rocessed at 'er# ig !ressure during wic te large fat glo%ules

!resentl# in milk are %roken down into tin# dro!lets. 7e milk fat gets e'enl# distri%uted in te

milk and milk %ecome witer and ticker. -ilk is omogeni>ed for consumers wo do not like

cream la#er on to!. @omogeni>ation im!ro'es Palata%ilit# of milk and is easil# digesti%le.

Pasteuri>ationI

7e milk is ten !asteuri>ed< named after (ouis Pasteur< a renc Scientist wo in'ented te

!rocess to use in wine. Pasteuri>ation was first a!!lied %# r. Soiet of German#. 7is in'ol'es

eating of milk to *2 degree Celsius for 15 second and ten cooling it down to 4 degree Celsius.

7e !rocess kills all !atogenic %acteria !resent in te milk making. $t makes milk safe for

consum!tion. Pasteuri>ation< unlike %oiling does not affect te nutritional 'alue of te milk.


24/60

A!OT %NCT"ONA$ DEPARTMENTS


25/60

Production De:artment is most im!ortant !art in an# organi>ation< firm< com!an# or co"

o!erati'e sectors. Production can %e made for te middle users or for te end"users ?direct

consumers. Production do te main work of con'erting raw material into semi"finised or

finised goods< it de!ends on wat kind of !roduction te organi>ation is doing.

$n te contet of -oter air#< !eo!le a'e endless demand for milk and milk !roducts.

-O7@E, A$,Q undertakes te !rocurement of milk and its !roduction likewise satisf#ing te

needs and demand of !eo!le. $t estimates te demand and accordingl# !roduction is done for

wic arrangement of ,aw material< finance and !ro'ision for selling is made %# -O7@E,

A$,Q.

7e Production e!artment is interrelated wit te Personnel< inance< and -arketing

e!artment. On an a'erage 3 million litres of milk is !rocessed %# -oter dair#.

Ma*or Products of Mother Dairy(

ollowing are te some milk !roducts tat te -oter air# !roducts and sale in different areas

of eli"NC,.

ull Cream -ilk + lak litres !er da#

Standardised -ilk 1.*5 lak litres !er da#

7oned -ilk 4.3) lak litres !er da#

ou%le 7oned -ilk 2 lak litres !er da#

Skimmed -ilk 4.+0 lak litres !er da#

la'oured milk !ouc 33140 !ouces !er da#

la'oured milk %ottles 31114 %ottles !er da#

Goras cas 14


26/60

7ere are mainl# Eigt ?+ acti'ities done %# te Production e!artment. 7e# are as

followsI

1. ,aw -aterial ,ecei'ing ock

2. Clarification

3. @omogeni>ation

4. Pasteuri>ation

5. Cilling

). Processed -ilk

*. ee! Cilling

+. is!atc $n $nsulated 7ankers

-oter air# as set u! a modern !lant for te !roduction !rocess. $t as esta%lised its !lant in

a modern ig tec st#le wic functions nearl# +D automaticall#.

%acts and %igures

Mi,/ :roduction in "ndia


27/60

0

50

100

150

200

250

00

50

Production !Million "onnes#

Per Capita $%ai&lit'

!gms(da'#

SORCES( e!artment of Animal @us%andr#< Go$

ConclusionI ,ise $n total !roduction ca!acit#" 5D

,ise in Consum!tion ?gmsda#" 3.55D

Production >y Mother Dairy

Sr No O!erational States Kuantit# ?Per a#?-illion

ltrs

1 eli"NC, 3


28/60

2 Saurastra ).5

3 -um%ai *.*5

4 @#dera%ad"@ar#ana"=ttar Prades 2.2

7otal 6)2

Com!arison Cart

7otal Contri%ution %# -oter air# in $ndia"212

M"ll"o# ("ters

Mother Dair'

$mul

ConclusionI

• )+ D of te $ndian market is dominated %# unorganised !la#ers

• -oter dair# can use tis as an o!!ortunit#< and !lan strategies to ca!ture te market.

Per ca:ita month,y Consum:tion = EB:enditure in Mi,/ = Mi,/ Products

N S S -$(9 / -$(9 P,O=C7

,O=N 25t ?10*"10*1

,ural 3.3


29/60

=r%an 5.1

,O=N 2*t ?10*2"10*3

,ural 3.22

=r%an 5.01

,O=N 32nd ?10**"10*+

,ural 5.20=r%an 0.1)

,O=N 3+t ?10+2

,ural +.45

=r%an 15.15

,O=N 42nd ?10+)"10+*

,ural 13.4+

=r%an 23.32

,O=N 43rd ?10+*"10++

,ural 13.)3

=r%an 23.+3

,O=N 44t ?10++"10+0,ural 15.)5

=r%an 2).*4

,O=N 45t ?10+0"100

,ural 1+.35

=r%an 20.53

,O=N 4)t ?100"1001

,ural 10.4

=r%an 32.3*

,O=N 4*t ?:ul#"ec 1001

,ural 21.0

=r%an 3*.21

,O=N 4+t ?:an" ec 1002

,ural 23.

=r%an 42.

,O=N 40t ?:an":une 1003

,ural 23.

=r%an 41.

,O=N 5t ?:ul# 1003":une 1004

,ural 2*.

=r%an 45.

,O=N 51st

?:ul# 1004":ul# 1005,ural 2*.

=r%an 40.

,O=N 52nd ?:ul# 1005":une 100)

,ural 32.3+

=r%an 5).45

,O=N 53rd ?:an"ec 100*

,ural 30.31


30/60

=r%an )2.*5

,O=N 54t ?:an" :une 100+

,ural 3).54

=r%an )4.)3

,O=N 5)t ?:ul# 2" :une 21

,ural 42.0*=r%an *5.0

,O=N 5*t ?:ul# 21":une 22

,ural 41.01

=r%an *5.+2

,O=N 5+t ?:ul# 22" ec 22

,ural 45.34

=r%an *+.10

,O=N 50t ?:an 23" ec 23

,ural 44.)0

=r%an +.3

,O=N )t ?:an 24":une 24,ural 4*.)

=r%an +2.0+

,O=N )1st ?:ul# 24":une 25

,ural 4*.31

=r%an +3.3

,O=N ))t ?:ul# 20":une 21

,ural +.55

=r%an 13*.1

SourcesI (e'els And Pattern of consumer e!enditure< 'arious issues< National Sam!le Sur'e#

Organisation< -inistr# of Statistics / Program im!lementation< 'O".

7us te a%o'e ta%le sows te increase in consum!tion of milk and milk Products< in ,ural and

=r%an $ndia %ot. Per ca!ita montl# consum!tion and e!enditure in milk and milk !roducts

a'e risen since 10* to till date< tus a ma&or o!!ortunit# for milk industr# as well as -oter

air#.

Gra!ical re!resentation from )t National sam!ling sur'e# to )) t Nationals sam!ling sur'e# to

gi'e clear cut idea of te increase in consum!tion and s!ending in rural and ur%an $ndia.


31/60

)ound *0th )ound *1st )ound **th

0

20

+0

*0

,0

100

120

1+0

1*0

)ural )s

-r&an )s

ConclusionI

,ural increases from )t to ))t round is %# )0.22D

=r%an increase from )t

to ))t

round is %# )5.11D


32/60

C#APTER 5

RESEARC#

MET#ODO$O'.

5)1 Research methodo,ogy of the study

Research methodo,ogy is a !rocess to s#stematicall# sol'e te researc !ro%lem. $t ma# %e

understood as a science of stud#ing ow researc is done scientificall#. # a researc stud# as


33/60

%een undertaken< ow te researc !ro%lem as %een defined. $n wat wa# and w# te

#!otesis as %een formulated< wat data a'e %een collected and !articular metod as %een

ado!ted. # !articular tecni6ue of anal#>ing data as %een used and a ost of similar oter

6uestions are usuall# answered wen we talk of researc metodolog# concerning a researc

!ro%lem or stud#. A researc design ser'es as a %ridge %etween wat as %een esta%lised ?te

researc o%&ecti'es and wat is to %e done< in te conduct of te stud#. $n tis !ro&ect researc

done is of conclusi'e nature. Conclusi'e researc !ro'ides information tat el! in making a

rational decision. escri!ti'e design was coose to measure te satisfaction le'el of customers

on te %asis of different !arameters suc as 6ualit#< !rice< features< tecnolog#< after sale ser'ices

etc. 7is design ensured com!lete clarit# and accurac#. $t also ensured minimum %ias in

collection of data and reduced te errors in data inter!retation. Statistical metod was followed

in tis researc %ecause te data was of descri!ti'e nature and it also ena%led accurate

generali>ations.

The researcher has used descri:ti;e methodo,ogy)

Descri:ti;e methodo,ogy is also known as statistical researc< descri%es data and caracteristics

a%out te !o!ulation or !enomenon %eing studied. @owe'er< it does not answer 6uestions a%oute.g.I owwenw# te caracteristics occurred< wic is done under anal#tic researc.

Altoug te data descri!tion is factual< accurate and s#stematic< te researc cannot descri%e

wat caused a situation. 7us< escri!ti'e researc cannot %e used to create acausal relationship<

were one 'aria%le affects anoter. $n oter words< descri!ti'e researc can %e said to a'e a low

re6uirement for internal 'alidit#.

7e descri!tion is used for fre6uencies< a'erages and oter statistical calculations. Often te %est

a!!roac< !rior to writing descri!ti'e researc< is to conduct a sur'e# in'estigation. Kualitati'e

researc often as te aim of description and researcers ma# follow"u! wit eaminations of

w# te o%ser'ations eist and wat te im!lications of te findings are.

5)1)7 Research Design(

http://en.wikipedia.org/wiki/Statisticshttp://en.wikipedia.org/wiki/Statistical_populationhttp://en.wikipedia.org/wiki/Statistical_populationhttp://en.wikipedia.org/wiki/Analytic_and_enumerative_statistical_studieshttp://en.wikipedia.org/wiki/Causalityhttp://en.wikipedia.org/wiki/Internal_validityhttp://en.wikipedia.org/wiki/Internal_validityhttp://en.wikipedia.org/wiki/Frequency_(disambiguation)http://en.wikipedia.org/wiki/Frequency_(disambiguation)http://en.wikipedia.org/wiki/Averagehttp://en.wikipedia.org/wiki/Qualitative_researchhttp://en.wikipedia.org/wiki/Qualitative_researchhttp://en.wikipedia.org/wiki/Statisticshttp://en.wikipedia.org/wiki/Statistical_populationhttp://en.wikipedia.org/wiki/Analytic_and_enumerative_statistical_studieshttp://en.wikipedia.org/wiki/Causalityhttp://en.wikipedia.org/wiki/Internal_validityhttp://en.wikipedia.org/wiki/Frequency_(disambiguation)http://en.wikipedia.org/wiki/Averagehttp://en.wikipedia.org/wiki/Qualitative_researchhttp://en.wikipedia.org/wiki/Qualitative_research


34/60

A researc design s!ecifies te metods and !rocedures for conducting a !articular study.

roadl# s!eaking< tere are 3 categories of researc design " e!lorator#< descri!ti'e and casual

researc.

• An eB:,oratory researc focuses on te disco'er# of ideas and is generall# %ased on

secondar# data.

• A descri:ti;e study is undertaken wen te researcer wants to know te caracteristics

of certain grou!s suc as age< educational le'el< income< occu!ation< etc.

• A casua, researc is undertaken wen te researcer is interested in knowing te cause

and effect relationsi! %etween two or more 'aria%les.

7e t#!e of researc used in tis study is descri!ti'e researc. ollowing metod was ado!ted

during study.

"e#ie$ o %iterature to understand recent de'elo!ment in te field< R Defining objective of the

study’.

&or'ation o (uestionnaire to ca!ture !rimar# data< el!ed in ‘Analysis and interpretation of

primary data’.

5)7 Data Co,,ection Methods(

7e information necessar# for tis researc stud# is collected %# ta!!ing !rimar# and secondar#

sources. 7e sources are as followsI

Primary Sources(

a Kuestionnaire

% Personal interaction


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Secondary Sources(

a ,elated $nformation from $nternet

% Com!an# ,e!orts ooks.

Measuring Too,s(

7e measurement and e'aluation of te data is done using statistical tools and tecni6ues suc

as sim!le !ercentage metod< mean< gra!ical re!resentation wit el! of data code seet using

-S ord software.

5)5 Method of data co,,ection

7ere are two metods of data collection i.e.

1. Primar# -etod2. Secondar# -etod

Primary Method(

$n !rimar# data collection< #ou collect te data #ourself using metods suc as inter'iews and

6uestionnaires. 7e ke# !oint ere is tat te data #ou collect is uni6ue to #ou and #our researc

and< until #ou !u%lis< no one else as access to it.

7ere are man# metods of collecting !rimar# data and te main metods includeI

i. Kuestionnaires

ii. $nter'iews

iii. ocus Grou! $nter'iews

i'. O%ser'ation

'. Case"Studies

'i. iaries


36/60

'ii. Critical $ncidents

'iii. Portfolios

7e !rimar# data< wic is generated %# te a%o'e metods< ma# %e 6ualitati'e in nature

?usuall# in te form of words or 6uantitati'e ?usuall# in te form of num%ers or were #ou can

make counts of words used. e %riefl# outline tese metods %ut #ou sould also read around

te 'arious metods. A list of suggested researc metodolog# tets is gi'en in #our Module

Study Guide %ut man# tets on social or educational researc ma# also %e useful and #ou can

find tem in #our li%rar#.

Secondary Method(

All metods of data collection can su!!l# 6uantitati'e data ?num%ers< statistics or financial or

6ualitati'e data ?usuall# words or tet. Kuantitati'e data ma# often %e !resented in ta%ular or

gra!ical form. Secondar# data is data tat as alread# %een collected %# someone else for a

different !ur!ose to #ours. or eam!le< tis could mean usingI

a. data collected %# a otel on its customers troug its guest istor# s#stem

%. data su!!lied %# a marketing organi>ationc. annual com!an# re!ortsd. Go'ernment statistics.

Secondar# data can %e used in different wa#sI

i. Qou can sim!l# re!ort te data in its original format. $f so< ten it is most likel# tat te

!lace for tis data will %e in #our main introduction or literature re'iew as su!!ort or

e'idence for #our argument.

ii) Qou can do someting wit te data. $f #ou use it ?anal#>e it or re"inter!ret it for a

different !ur!ose to te original ten te most likel# !lace would %e in te RAnal#sis of

findingsB section of #our dissertation. A good eam!le of tis usage was te work on

suicide carried out %# urkeim. @e took te official suicide statistics of different

countries ?recorded %# coroners or teir e6ui'alent and anal#>ed tem to see if e could


37/60

identif# 'aria%les tat would mean tat some !eo!le are more likel# to commit suicide

tan oters. @e found< for eam!le< tat Catolics were less likel# to commit suicide tan

Protestants. $n tis wa#< e took data tat ad %een collected for 6uite a different !ur!ose

and used it in is own stud# F %ut e ad to do a lot of com!arisons and statistical

correlations imself in order to anal#>e te data.

The researcher has used the >oth :rimary and secondary methods of data co,,ection)

$n tis researc< te researcer as used 6uestionnaire metod. $f one wises to find te o!inion

of an indi'idual or a grou! of indi'idual?s< te 6uestionnaire tecni6ues for collecting data are

weigted more tan an# oter metod.

$n tis metod< 6uestionnaires were distri%uted to res!ondents and te# were asked to answer

6uestion in te 6uestionnaire. 7e 6uestionnaire was !ro!erl# structured %ecause te 6uestions

tat it contained were arranged in a s!ecific order< %esides e'er# 6uestion and were asked in a

wa#< logical for te stud#. No 6uestion can %e termed as irrele'ant.

5)5)1 Sam:,ing Design(

Data source Primar# / Secondar# data

Data ana,ysis techniHues Statistical tecni6ues?Pie carts< 7a%les and Gra!s

Sam:,e siIe( 20

Po:u,ation( Ne? De,hi- NCR

Sam:,ing TechniHue( Sim:,e random Sam:,ing

5)5)7 $imitations of StudyG Method(


38/60

7oug te researc was conducted !ro!erl#< te !ro%a%ilit# of errors / %iases eisted. Some

errors occurred %ecause of certain limitations. 7ese are as followsI

i. A 'er# sort s!an of time for researc.

ii. Peo!le were reluctant to gi'e res!onses for suc t#!e of researc.

iii. Peo!le also did not gi'e !ro!er res!onse for 6uestionnaire / inter'iew< %ecause of

lack of interest and time.

i'. 7e researcer as onestl# and sincerel# tried to !resent te facts and figures< %ut

some error still migt a'e cro!!ed u!.

'. Not sa#ing in te initial stages< %ut as e"trade in $ndia is in its earl# stages< !eo!le

were not a%le to gi'e com!etiti'e answers for te 6uestionnaire.


39/60

C#APTER8

DATA ANA$.S"S =

"NTERPRETAT"ON


40/60

)1 DATA ANA$.S"S = "NTERPRETAT"ON

Anal#sis of te data is 'er# im!ortant !art of an# researc. 7e 6ualit# of data collected matters< %ut wat

matters more is te inter!retation of tat data. 7is ca!ter deals wit Anal#sis and iscussions of te findings.

irstl#< data of all te res!ondents to te inter'iew was com!ared to gi'e %etter understanding of te situation.

7en< tis com!arison was used to acie'e te o%&ecti'es of te researc %# e'aluating tem on te %asis of

secondar# data. =ni6ue !ersonal 6uotes from res!ondents were taken as a %asis of com!arison of te different

'iews to consolidate it into finding of te researc.

7o get a more generali>ed 'iew of te tougts< mo%ile dealers were inter'iewed. 7ese dealers deal in man#

%rands and a'e te first and knowledge of market and consumer !erce!tions. @owe'er< te tougts still 'ar#

due to !ersonal coices and te t#!e of customers te# deal in< wic in turn de!ends on location. 7o %egin wit

we will discuss te %ackground of te res!ondents.


41/60

uestionnaire Ana,ysis (

1. Gender

o -ale

o emale

5/

+/

)hat "s your $e#*er+

Male

emale

igureI" 1

rom te a%o'e cart< it is o%ser'ed tat 5*D are -ale and 43D are emale.


42/60

2. at is #our age

o 1+"25

o 25"4

o 4")

o )T

50/

5/

,//

AGE

1,25

25+0+0*0

*0

igureI"2

rom te a%o'e cart< it is o%ser'ed tat 5D of te customer are %etween te age of 1+"25< 35D

customer are %etween 25"4< +D of te customer are %etween te age grou! of 4") and

)Taged customer are *D.


43/60

3. ic !roduct do #ou !refer mosto A-=(

o -oter dair#

o Oters

++/

52/

+/

'h"ch ,ro*uct *o you ,refer the most+

amul

mother dair'

others

igureI"3

rom te a%o'e cart< it is o%ser'ed tat customer !refer 52D -oter air# !roduct wereas

customer !refer 44D A-=( !roducts and 4D oter !roducts.


44/60

4. ic -oter air# !roduct do #ou !refer te mosto $ce creams

o -ilk !roduct

o ruit and 'egeta%le

o oters

12/

*3/

1+/

*/

'h"ch Mother Da"ry ,ro*uct *o you ,refer the most+

4cecreams

Milkproduct

0ruit and %egeta&le

others

figureI"4

rom te a%o'e cart< it is o%ser'ed tat customer !refer )+D -ilk Products< 12D $ce Creams <

14D ruits and Hegeta%le and )D oter !roducts.


45/60

5. o #ou tink %rand name is im!ortant or not

o Qes

o No

100/

Do you th"#- .ra#* #ame "s "m,orta#t or #ot+

5es

6o

igureI"5

rom te a%o'e cart< it is o%ser'ed tat %rand name is 'er# im!ortant in our life. So< 1D

customer sa#s %rand name is 'er# im!ortant.


46/60

). ic moter dair# milk !roduct do #ou !refer te most

o ou%le toned

o 7oned milk

o ull cream

o Skimmed milk

o oters

0/

2,/

0/

,/+/

)h"ch mother *a"ry m"l- ,ro*uct *o you ,refer the most+

Dou&le toned

"oned milk

ull cream

Skimmed milk

others

figureI")


47/60

rom te a%o'e cart< it is o%ser'ed tat ou%le 7oned and ull Cream are te most !referred

milk of -oter air# !roduct wit 3D. 7oned milk is 2+D !referred wereas Skimmed -ilk is

+D !referred and Oters is &ust 4D.

*. o #ou tink SAA( is successful !roduct of moter dair#

o Qes

o No

,2/

1,/

Do you th"#- &AFA( "s succesful ,ro*uct of mother *a"ry+

5es

6o

igureI"*


48/60

rom te a%o'e cart< it is o%ser'ed tat +2D customer tinks tat SAA( is successful !roduct

of moter dair# wereas< 1+D tinks it is not.

+. O'erall wic one is te %est

o A-=(

o -oter air#


49/60

o Oters

+2/

5,/

O/erall )h"ch o#e "s the est+

$mul

Mother Dair'

7thers

igureI"+

rom te a%o'e cart< it is o%ser'ed tat customer tinks -oter air#?5+D is %etter tan

A-=(?42D.


50/60

3) o #ou tink !rices of -oter air# !roduct are ig

o .es

o No

,0/

20/

Do you th"#- ,r"ces of Mother Da"ry ,ro*uct are h"$h+

5es

6o

igureI"0

rom te a%o'e cart< it is o%ser'ed tat +Dcustomer tinks tat !rices of -oter air# are

ig wereas 2D sa#s no.


51/60

10) Do #ou tink -oter air# as a %etter future

o Qes

o No

3./

/

Do you th"#- Mother Da"ry has a .etter future+

5es

6o

igureI"1

rom te a%o'e cart< it is o%ser'ed tat -oter air# as a %etter future according to 0*D customers.


52/60

C#APTER82

%"ND"N'S =CONC$S"ON


53/60

2)1 %"ND"N'S

1. A ma&orit# of te res!ondents are tose wo a'e %een using moter dair# !roducts for more tan5#ears.

2. -ore tan alf of te res!ondents ?54D are tose wo consume -oter dair# !roducts dail#.

3. -ost of te consumers seek information troug word of mout.

4. Ad'ertising influence consumers in teir !urcase decision moderatel#.

5. Price is an im!ortant factor wic influences consumers in !referring -oter dair# !roducts.

). Consumers !ro'ide utmost im!ortance to 6ualit# in teir %u#ing !reference.

*. -ore tan )5D of te consumers !refer -oter dair# %ecause of its %rand image.

+. Packing is an im!ortant criteria !referred %# te consumers in !urcase of -oter dair# !roducts.

0. A large num%er of res!ondents ?)D !refer -oter dair# !roducts due to its eas# a'aila%ilit#.

1. Consumers select te !lace of !urcase de!ending on te a'aila%ilit# of !roducts< eas# to

!urcase< cleanliness of so! and !romotional acti'ities.

11. -a&orit# of te res!ondents are satisfied wit te current mode of distri%ution of -oter dair#

!roducts.

12. Consumers are satisfied wit te o'erall ser'ices offered %# -oter dair#.


54/60

2)7 CONC$S"ON

-oter dair# is te first !roduct and inimita%le organi>ation< wic created a re'olution in

!rocurement< !rocessing< marketing and distri%ution of !ure milk in te countr#. or retaining

!otential consumers of -oter dair# it is necessar# to identif# tose factors wic moti'ate

consumers in !urcase of -oter dair# !roducts. rom te stud# made it is found tat 6ualit#

and %rand images are im!ortant as!ects wic moti'ate consumers to %u# -oter dair# !roducts.

7e eas# a'aila%ilit# of -oter dair# !roducts is an added ad'antage. -ore consumer awareness

can %e created troug !rint and 'isual media. And to retain te !otential consumers< teir

canging needs and !references sould %e continuall# monitored and -oter dair# sould %e

a%le to su!!l# commodities according to te e!ectations of te consumers.


55/60

C#APTER86

S''EST"ONSG

RECOMMENDAT"ON


56/60

6)1 S''ESST"ONS

1. 7e -oter dair# !roducts sould %e made a'aila%le to te ultimate consumers at te same

6ualit# at wic te# are !roduced.

2. -ake more !ro'ision to increase te commission for retailers so tat te# will %e moti'ated to

sell more -oter dair# !roducts.

3. -ake !ro'ision to im!ro'e te ser'ices of middleman wic will ultimatel# result in more

consumer satisfaction.

4. Create more awareness a%out -oter dair# !roducts troug !rint and 'isual media.

5. As te com!letion is 'er# ig in te market te marketing de!artments sould take acti'e

measures to retain its !otential consumers.

). As consumer !reference and taste fluctuate from time to time< a market anal#sis sould %e

carried out at regular inter'als to monitor te canging needs and taste of te consumers.


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6)7 Recommendations

1. -ust focus on growing market o!!ortunit#.

2. -ust re'ise its strateg# of !rocurement of milk from farmers in regards to !a#ment of

!ricelitres.

3. O'erseas market a'e uge ca!acit#< must work aggressi'el# on glo%al e!ansion4. -oter dair# facing callenges in Saurastra region< due to A-=( wic as market

'alue of 1 Cr.

5. -oter dair# loosing com!etition to Amul< due to weak su!!l# cain management of

-oter dair#.

). 7us -oter dair# must focuses on its su!!l# cain management.

*. 7ere is uge ga! in rise in !o!ulation and rise in milk industr#< tus te !o!ulation is

rising %# 1*D and rise in dair# $ndustr# is 4D.

+. -oter dair# can utili>ed tis in !ositi'e wa# to di'ersif# itself in regard to e!ansion as

well as !roduct differentiation.

!"!$"O'RAP#.


58/60

&e>site88;isited(

www.censusindia.gov.in

www.motherdairycalcutta.com

www.articles.timesofindia.indiatimes.com

www.motherdairy.com

www.nddb.org

www.researcandmarkets.com

www.thirdesight.in/article/motherdairy.htmlwww.gyananalytics.com

K Too,s used(

1. -icrosoft ord

2. -icrosoft Ecel

3. Google Crome

!oo/s(

Marketing )esearch8 $n $pplied $pproach &' Da%id . 9irks and 6aresh :.

Malhotra

;ualitati%e Marketing )esearch &' Da%id Carson< $udre' =ilmore and :>ell

=ronhaug

PEOP$E O #E$PED(

-,S. POO:A 9A(,A :A$N< Assistant Professor< ,$AS

http://www.censusindia.gov.in/http://www.motherdairycalcutta.com/http://www.articles.timesofindia.indiatimes.com/http://www.motherdairy.com/http://www.nddb.org/http://www.researcandmarkets.com/http://www.thirdesight.in/article/motherdairy.htmlhttp://www.gyananalytics.com/http://www.amazon.co.uk/Marketing-Research-Approach-David-Birks/dp/0273657445/ref=sr_1_13/280-4739012-3255054?s=books&ie=UTF8&qid=1410498435&sr=1-13http://www.amazon.co.uk/Naresh-K.-Malhotra/e/B001I9TWM4/ref=sr_ntt_srch_lnk_13?qid=1410498435&sr=1-13http://www.amazon.co.uk/Naresh-K.-Malhotra/e/B001I9TWM4/ref=sr_ntt_srch_lnk_13?qid=1410498435&sr=1-13http://www.amazon.co.uk/Qualitative-Marketing-Research-David-Carson/dp/0761963669/ref=sr_1_15/280-4739012-3255054?s=books&ie=UTF8&qid=1410498435&sr=1-15http://www.censusindia.gov.in/http://www.motherdairycalcutta.com/http://www.articles.timesofindia.indiatimes.com/http://www.motherdairy.com/http://www.nddb.org/http://www.researcandmarkets.com/http://www.thirdesight.in/article/motherdairy.htmlhttp://www.gyananalytics.com/http://www.amazon.co.uk/Marketing-Research-Approach-David-Birks/dp/0273657445/ref=sr_1_13/280-4739012-3255054?s=books&ie=UTF8&qid=1410498435&sr=1-13http://www.amazon.co.uk/Naresh-K.-Malhotra/e/B001I9TWM4/ref=sr_ntt_srch_lnk_13?qid=1410498435&sr=1-13http://www.amazon.co.uk/Naresh-K.-Malhotra/e/B001I9TWM4/ref=sr_ntt_srch_lnk_13?qid=1410498435&sr=1-13http://www.amazon.co.uk/Qualitative-Marketing-Research-David-Carson/dp/0761963669/ref=sr_1_15/280-4739012-3255054?s=books&ie=UTF8&qid=1410498435&sr=1-15


59/60

ANNELRE

uestionnaire

at is #our gender

o -ale

o emale

at is #our age

o 1+"25

o 25"4

o 4")

o )T

ic !roduct do #ou !refer most

o Amul

o -oter dair#o Oters

ic -oter air# !roduct do #ou !refer te most

o $ce creams

o -ilk !roduct

o ruit and 'egeta%le

o oters

o #ou tink %rand name is im!ortant or not

o Qes


60/60

o No

ic moter dair# milk !roduct do u !refer te most

o ou%le toned

o

7oned milk o ull cream

o Skimmed milk

o Oters

o #ou tink SAA( is successful !roduct of moter dair#

o Qes

o No

O'erall wic one is te %est

o Amul

o -oter air#

o Oters

o #ou tink !rices of -oter air# !roduct are ig

o .es

o No

Do #ou tink -oter air# as a %etter future

o Qes

o No

akash project.docx

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