introduction

“Cooperative is a form of the organization where in persons voluntarily

associate together as human being on the basis of equality for the promotion of

the economic interests of themselves’.

Hubert Calvert

A co-operative is a business organization owned and operated by a group of

individuals for their mutual benefit. Cooperatives may be defined as autonomous

associations of persons united voluntarily to meet their common economic, social, and

cultural needs and aspirations through jointly owned and democratically controlled

enterprises. A cooperative may also be defined as a business owned and controlled

equally by the people who use its services or by the people who work there.

Cooperative enterprises are the focus of study in the field of cooperative economics

(www.pbco-operative.gov.in).

The co-operative movement has been necessitated to protect the interests of

the weaker sections of the society. The primary objective of this movement is “how to

protect the economically weaker sections of society”. In all forms of organizations be it a

sole trade, partnership or joint stock Company, the primary motive is to increase profits.

The businessmen try to promote his interest through all possible means including

exploitation of consumers. The cooperative form of organization is a democratic set up

run by its members for serving the interest of them. It is self help through mutual help.

The philosophy behind cooperative movement is All for One and One for All

(www.pbco-operative.gov.in)

“A society which has its objective: the promotion of economic interests of its

members in accordance with cooperative principle”.

The Indian cooperative societies Act, 1912 (Section 14

Thus, a co-operative society can be described as a voluntary association started

established to provide services to members.

2

Cooperative Societies Act, 1912

As per section 6 of the Co-operative Societies Act, 1912, any ten persons who are

competent to enter into contract and who wish to form a cooperative society which

make an application to the Registrar of cooperative societies of the state, wherein they

propose to establish the cooperative society. The society is managed by the managing

committee. The members of which are elected annually at the general meeting of the

society. Each registered society is required to frame its own by-laws, which have got to

be registered with the Registrar of cooperative societies. Any change in the bye-laws,

which have got to be registered with the registrar of co-operative societies. Any change

in the by-laws will be effective only if it has been approved by the registrar of the

cooperative societies. From the liability point of view, the cooperative societies may be

of two types:

a.) Limited liability societies: The liability of the members of a limited liability society

is limited. In the event of loss the members cannot be made liable to pay more than

the nominal values of shares held by them. No member other than the registered

society can owe more than 20 percent of the shares of the society or the values of

shares should not increase more than Rs. 1000.

b.) Unlimited liability societies: The liabilities of the members will be unlimited if the

object of the society is to raise funds in order to lend money to its members or

where the majority of the members are creditors of the society.

Co-operative societies Act 2 of 1912: A new Act was passed (in 1932) to

make an improvement over the Act of 1907; the purpose of this Act was to facilitate the

formation of cooperative societies for the promotion of thrift and self help amongst

agriculturists, artisans and persons of limited means. All types of societies could be

registered under this Act. The societies were to transfer one fourth of its annual profits

towards a reserve fund. It could spend 10 percent of the profits for the welfare of

members (www.pbco-coperative.gov.in)

3

Co-operatives are divided into three levels:

Tehsil society: - co-operative marketing society.

District society: - District whole sale society.

State society:- Federation

The Punjab Markfed registered with the state level Federation (the Punjab co-

operative supply and marketing federation). Punjab Markfed is a marketing federation of

over three thousand societies representing the interests of over a million farmers in the

State of Punjab,

MARKFED

Punjab farmers, under the banner of the cooperative movement organized him to

form federal credit structure with primary societies at village level, control cooperative

bank at district level and an apex bank at the state level to coordinate their functions.

The village credit societies were reorganized to become service cooperatives.

A cooperative marketing society was set up in each regulated market in the state

with distinct market society at each district head quarters. In the chain of this set up the

apex institution, The Punjab State Cooperative Supply and Marketing Federation came

into being in the September of 1954 with 13 members, a share capital Rs.54000 and

three employees, popularly known as Markfed. It is an important milestone in the history

of the Indian cooperatives; which is serving millions and is partner in their progress and

prospers.

Ingredients of Markfed:

Its cooperative structure,

Govt. support,

Progressive policies,

Innovative plans and

Dedicated personnel at managerial and field level.

4

The usage of state of the art technology/methodology and cooperative philosophy

has further helped in its progress. Markfed continuously motivates the farmers to adopt

innovative strategies in production and marketing, which in turn, has resulted in creating

a substantial base for production and marketing of value added agro food products,

both for domestic and foreign markets while meeting the highest standards of quality

and safety. Markfed is not a totally commercial organization. It considers its social

responsibilities also. Free service rendered to the farmers to help them obtain optimum

from chemical fertilizers and quantity/quality of water used.

Markfed has suffered losses in the past, but with proper financial management,

inventory control, project planning and with improved system of management and

modernization of marketing of manufactured items, Markfed started generating profits

since 1985-86 that has amply improved its dwelling financial position.

Markfed cooperative philosophy which involves development based on mutual help,

justice and equality, service above profit, democratic set up and shared prosperity

makes it a true friend of Punjab’s farmers. Employing this principle of brotherhood,

Markfed has emerged as a significant contributor to various socio economic

development programs. Markfed’s success is the true reflection of the spirit and

dynamism of the people it represents: the people of Punjab.

Markfed began its operations in 1954 with 13 members and a share capital of 6,000

USD. Today, it has grown to become the largest marketing co-operative in Asia with an

annual business turnover of over Rs. 10671 Crores with nearly 2,710 employees and 20

industrial units.

At present, about 3069 societies are its members. Markfed has emerged as a very

solid and stable organization committed to the service of the farmer community of the

State of Punjab.

Markfed has been awarded National Productivity Awards in various fields like co-

operative marketing activities, food processing, cattle feed production etc., to name a

few.

5

Several innovative incentive schemes have been introduced for the benefit of the

farmers and the member co-operative societies. Markfed has also introduced an

insurance scheme which provides compensation in case of accidental death or

permanent disablement of its farmer members.

Markfed contributes to research and development through the Punjab

Agricultural University, Ludhiana (Punjab). It also sponsors the weather forecast on

India’s National TV channel telecast for the benefit of the farmers.

Markfed has been regularly distributing its profits as dividend to its members,

contributing to co-operative development and the Common Good Fund. A fair amount is

also re-invested in the setting up of new projects, modernization and diversification of

existing plants.

Markfed is also looking for collaboration, technical know-how, high-tech

processes, joint ventures, domestic and export oriented units with buy-back

arrangements in the international market in all associated fields of interest.The sales

turnover and the profit/loss during the last 3 years have been as follows:

(www.markfedPunjab.com)

Table 1.1

Sales Turnover

(Figures in. Crore)

Financial Year Sales Turnover Profit (Actual)

2006-07 7957 8.57

2007-08 10671 13.44

2008-09 14156 12.02

(www.markfedpunjab.com)

6

Table 1.2

The detail of Business Turnover


Fig 1.1

Its shows the Business Turnover

2006-07 2007-08 2008-09 0

2000

4000

6000

8000

10000

12000

14000

16000

WheatPaddyFertilizerCotton CellPlantsOverheadsTotal

Key Strengths

7

Business

Activity

2006-07 2007-08 2008-09

Wheat 3099 3964 6520

Paddy 3593 4920 5613

Fertilizer 563 986 1026

Cotton Cell 100 179 234

Plants 522 543 689

Overheads 80 79 74

Total 7957 10671 14156

Asia’s largest marketing cooperative.

Punjab Markfed is a marketing federation of over three thousand societies.

With a turnover of over Rs. 10671 Crores, Markfed has won recognition and

many awards from the Government of India in various fields of excellence.

Representing the interests of over a million farmers in the State of Punjab,

(India).

VANASPATI & ALLIED INDUSTRIES KHANNA

MARKFED Vanaspati & allied industries (MVAI) Khanna is now a vast vegetable

oil complex which was initially registered as a co-operative solvent oil mills limited,

Khanna on 28.02.1965 as on oil mills and solvent extraction plant. Subsequently, it was

merged with MARKFED with effect of 1.1.1971. A Vanaspati unit of 50 MT/Day capacity

under license from the Govt. of India was added to it and commissioned on

25.12.1971.The Vanaspati plant capacity has been doubled 200 TPD and wit this

equipment production of 125 TPD can be achieved.

It promotes oil seed farming and to provide cooking medium to rural & urban

marketing, MVAI Khanna produces range of Edible refined oils & Vanaspati including

Cotton Seed, Sun Flower, Mustard, Ground Nut and Soybean Oils. The unit also

manufactures Kachi Ghani & Paki Ghani Mustard Oils. The multiple products viz

Vanaspati and Refined oils are produced in 15 Kg/Ltr, 10 Ltr, 5 Ltr, 2 Ltr, 1Ltr,1/2 Ltr

packs. For better logistics/marketing, the plant out sources some oils.

Table 1.3

Details of production of Vanaspati and oils


EDIBLE OIL

8

Vanaspati & Oil ACTUAL

2006-07

ACTUAL

2007-08

ACTUAL

2008-09

Sale (in KL) 19635 19297 22511

In India, Mustard / rapeseed is produced in states of Rajasthan, Uttar Pradesh,

Haryana, Punjab, Gujarat, Madhya Pradesh, Jammu and Kashmir, West Bengal,

Punjab, Assam, Bihar, Himachal Pradesh & Orissa

Rajasthan and Uttar Pradesh account for majority share, contributing to over 50

percent of the total Indian produce that stands at an average of 5 million tons.

These areas also have maximum area under cultivation for this crop.

India’s oilseeds processing sector is made up of the three groups viz Ghanis,

solvent extractors and oil refiners engaged separately.

Edible oils constitute an important component of Indian households’ expenditure

on food. According to NSS 60th Round (January-June 2004), average monthly

per capita consumption expenditure (MPCE) of edible oil in food was 8.2 percent

in rural India, and 8.2 percent in urban India. The share of edible oil has

increased in successive NSSO surveys.

According to the Second Advance Estimates released by the Ministry of

Agriculture on February 5, 2007, total oilseeds production during 2006-07 is

expected at 23.62 million tones (mt), representing a decline of 15.6 percent over

2005-06. The decline in oilseeds production is due to lower output of rapeseed,

groundnut and castor seed.

(www.tradeindia.com/manufacturers/indianmanufacturers/mustard-oil.html)

Oilseeds Sector in India: Size

India is one of the world’s largest edible oil economies with 15,000 oil mills, 689

solvent extraction units, and 251 Vanaspati plants and over 1,000 refineries

employing more than one million people. The total market size is at Rs. 600,000

Mln. and import export trade is worth Rs.130, 000 Mln.

India being deficient in oils has to import 40 percent of its consumption

requirements. With an annual consumption of about 11 Mln Tones’, the per

capita consumption is at 11.50 Kgs, which is very low compared to world average

of 20 Kgs. China is currently at 17 kg.

9

India is also a leading producer of oilseeds, contributing 8-10 percent of world

oilseed production. India is estimated to account for around 6 percent of the

world’s production of edible oils. Though it has the largest cultivated area under

oilseeds in the world), crop yields tantamount to only 50-60 percent of the world’s

average.

India is the fifth largest producer of oilseeds in the world, behind US, China,

Brazil, and Argentina.

Three oilseeds - Groundnut, Soybean and Rapeseed/ Mustard - together account

for over 80 per cent of aggregate cultivated oilseeds output. Mustard seed alone

contributes Rs.120, 000 Mln. turnover out of Rs.600, 000 Mln. oilseed based

Sector domestic turnover. Cottonseed, Copra and other oil-bearing material too

contribute to domestic vegetable oil pool.

Currently, India accounts for 7.0 percent of world oilseeds output; 7.0 percent of

world oil meal production; 6.0 percent of world oil meal export; 6.0 percent of

world veg. oil production; 14 percent of world veg. oil import; and 10 percent of

the world edible oil consumption.

With steady growth in population and personal income, Indian per capita

consumption of edible oil has been growing steadily. However, oilseeds output

and in turn, vegetable oil production have been trailing consumption growth,

necessitating imports to meet supply shortfall.

(http://www.tradeindia.com/manufacturers/indianmanufacturers/mustard-oil.html).

Table 1.4

Oilseeds Production (2001-02 to 2005-06)(Qty in million tonnes)

Major oilseeds 01-02 02-03 03-04 04-05 05-06 06-07*Groundnut 7 4.1 8.1 6.8 8 4.4Rape/Mustard 5.1 3.9 6.3 7.6 8.1 7.6Soybean 6 4.7 7.8 6.9 8.3 8.7Other Six 2.6 2.1 3 3.1 3.6 2.9Sub-Total 20.7 14.8 25.2 24.4 28 23.6

Source: Rabo BankTable 1.5

10

Market Potential: Edible Oil Demand Projection

2004 2010 2015

Total Demand (Mln. Tones) 10.9 15.6 21.3

Total Area under Oilseeds (Mln.

Hectares) 23.4 28 32

Yield (Tones/hectare) 1.07 1.2 1.4

Production of Oilseeds (Mln. tones) 25.1 33.6 44.8

Domestic supply of edible oils (Mln.

tones) 7 10.1 13.4

Total edible oil imports - (Mln. tones) 4.3 5.9 8.3

Imports as share of demand

39.40

percent

38.10

percent

39.50

percent

Source: Rabo Bank

India will continue dependence on imports to the extent of 40 percent of its

consumption requirements. The improvement in yields and the increase in area under

cultivation will ensure that the domestic oilseed production is sufficient to meet 60

percent of consumption requirements.

MUSTARD OIL

The term mustard oil is used for three different oils that are made from mustard

seeds:

A fatty vegetable oil resulting from pressing the seeds,

An essential oil resulting from grinding the seeds, mixing them with water, and

extracting the resulting volatile oil by distillation.

An oil made by infusing mustard seed extract into another vegetable oil, such as

soybean oil

11

Mustard oil is versatile oil that can be used for both therapeutic uses and culinary

applications. As one of the more common types of seed found in the Mediterranean,

mustard seeds produce an oil that is both aromatic and soothing to the skin. Mustard oil

also lends itself well to infusion with other herbs and spices, making it possible to

produce a number of oils that are ideal for cold dressings as well as cooking.

When it comes to the use of oils as a soothing topical agent, mustard oil is

considered to be helpful with the pain and discomfort associated with arthritis. Along

with leaving relatively little residue, mustard oil provides a pleasant aroma that may also

appeal to the user of the oil. The use of mustard oil as an ointment for stiff joints has a

long history, and is still recommended by persons who prefer to use natural agents to

treat various health ailments.

In cooking, mustard oil works differently from most other oils. With mustard oil, it is

important to allow the oil to reach the smoking point before using the compound in stir-

fry and other dishes that are prepared on a stovetop. Mustard oil that is allowed to reach

the temperature necessary for smoking will actually achieve a smoother mustard flavor

that will be very appealing.

Storage of containers of mustard oil is not difficult. As long as the container

remains unopened, the mustard oil can be stored in a cabinet at room temperature.

Once opened, the container should be kept in the refrigerator. Using this method, it is

possible to keep mustard oil fresh and usable for several months.

Mustard oil is not commonly found in supermarkets, although the oil is beginning

to be carried by chains that are adding lines of organic vegetables and a wider range of

ethnic food choices. If local supermarkets do not have mustard oil, it is relatively easy to

purchase the product at Indian or Mid-Eastern grocery stores.

(http://en.wikipedia.org/wiki/Mustard_oil).

12

Income target of mustard oil

The government is increasing its focus on the edible oil industry, given that it has

the second largest import bill after crude petroleum. The supported price of mustard

seed, which was Rs 11,000 per MT in 2001, was increased to Rs 17,250 per MT by

2006. Consequently, mustard seed cultivation also increased from 5 MMT to 7.0 MMT

in 2006. The main emphasis of the government is on reducing the import bill, and this

step has helped to a certain extent.

Indian market for Rapeseed/Mustard Oil

India occupies 3rd position in the list of rapeseed / mustard producing countries.

India also ranks as the third largest producer of mustard/ rape oil in the world.

The entire Mustard oil production is consumed domestically.

The demand comes mainly from eastern and northern belts.

Two basic types of mustard oil are traded in the market - viz. Kachi Ghani and

Pakki Ghani (Expeller Grade Mustard Oil).

Rapeseed/Mustard is traded in all major Indian commodity exchanges viz.

National Commodity & Derivatives Exchange Ltd, Multi Commodity Exchange of

India Ltd, Multi Commodity Exchange of India ltd and National Board of Trade,

Indore.

MAJOR PLAYERS

Edible Oils

National Dairy Development Board (Anand)

ITC Agro-Tech (Secunderabad)

Marico Industries (Mumbai)

Ahmed Mills (Mumbai)

13

Vanaspathi

Hindustan Lever (Mumbai)

Wipro (Bangalore)

Rasoi (Calcutta)

Avi Industries (Mumbai)

SOHNA MUSTARD OIL KACHI GHANI

Kachi Ghani sohna Brand Mustard oil has already reached the market of middle

cost and Canada and is a highly sought after brand in the domestic market. MARKFED

procures mustard seed and sunflower to process them in its Oil complexes at Khanna.

Company manufacture and export a range of quality kachi ghani mustard oil that

has more oxidants and vitamins than any other normal oil. It is very helpful in preventing

early ageing and is cholesterol free. This kachi ghani mustard oil is also widely used for

cooking foods. We offer our range of kgm oil in different sizes as per our clients’

requirement. The packing of Sohna kachi ghani mustard oil follow as: 15kg Tin, 15 ltr

Tin, 5 ltr plastic packing, 2ltr plastic packing, 2 ltr Bottle, 1 ltr Bottle, 1ltr Bottle, ½ ltr

Bottle,250 ml Bottle. Khanna plant used to pack 15 to 20 tonnes in day.

(www.markfedpunjab.com).

Preferences for Kachi Ghani Mustard oil

100 percent naturally processed

Contains no synthetic or chemical additives

Least absorbed in food

Makes food tastier & Healthier

One of the India’s largest selling mustard oil Brands.

14

PROCESSING OF MUSTARD OIL KACHI GHANI

Selection of seeds: seeds are selected meticulously for the production of the best

quality of edible oil.

Kachi Ghani or Crude oil: The seeds are cleaned and loaded through conveyors

into the crushers under controlled temperature to maintain pungency.

PRODUCT CHARACTERISTICS

Visual Clear free from Sediments,

Suspended matter, Separated matter.

Specific gravity at 30 degree cell 0.907 to 0.910

Iodine value 96 to 112

Unsaponifiable matter 1.20 percent max

Percentage of natural essential oils 0.25 to 0.60

Acid value 1.5 max

Colour 0.25 max

Moisture and insoluble matter Added coloring matter

Mineral oil test Negative

Taste & flavor Characteristic

It is beneficial in many ways but still banned for internal consumption in some countries.

Mustard oil is considered to be oil that has low saturated fat as compared to

other cooking oils. This pungent tasting oil is mostly used for cooking in parts of Gujarat,

Bengal, Assam, Bihar, Orissa, Haryana and some other parts of India. It basically

consists of fatty acid, oleic acid, erotic acid and linoleic acid. It has antioxidant and

cholesterol reducing properties. It is also loaded with essential vitamins. Though this oil

is nutty tasting it is good for heart and also has many other benefits.

Not only for cooking food but also this oil has importance in North-Indian

tradition. It is used for lighting 'diyas' during Diwali. It is also used in the ceremony called

15

'Mayian'. It is performed one day before the wedding at both bride's and bridegroom's

place. Read on to know more about how mustard oil can prove beneficial in daily life.

BENEFITS OF MUSTARD OIL

Helps to stay away form coronary heart diseases

It can be used as an antibacterial oil

Helps to detoxify human body

Helps to reduce hair fall through improved blood circulation if it is massaged on

scalp

Stimulates digestion, circulation and excretory system

It can be used as an irritant for stimulating sensation in senseless organs and

muscles. Irritants are also useful for driving up muscles.

Helps preventing fungal growth, thus it can be used as anti-fungal

Helps in winter for making body warm and generating mild irritating effect through

massage on body

Helps making immune system strong

Useful for treating cough and cold

Protects teeth from germs if rubbed on gums and make gums strong

Organic mustard oil helps preventing cancer and is also helpful for slowing down

the ageing process

Helps stimulating sweat glands and helps lowering body temperature

It consist of fatty acids like omega alpha 3 and omega alpha 6 which have

beneficial properties (what beneficial properties)

16

Though mustard oil provides many benefits it is banned in some countries. It is only

sold for external use in the countries like United States, Canada and European Union as

it is considered to be harmful for consumption in these countries. It is being used in

India past so many years and also has a niche in rich Indian culture. But its side effects

have not been observed yet in India. It still has and will have a special place in future for

cooking purpose in kitchens of North India.

(www.indiaparenting.com/nutrition/data/nutrition).

GENESIS

MARKFED is a federation of 3069 (2903 PACS and 166 CMS) member

cooperative societies, directly representing the interests of over one million farmers.

MARKFED’S success is the true reflection of the spirit and dynamism of the people it

represents: the people of Punjab. In the September of 1954, what began with 13

members, a share capital of Rs54, 000/-, three employees and one bicycle has today

become Asia’s Largest Marketing Cooperative, MARKFED.

Today, this organization employs more than 2700 persons, has a network

manufacturing units, service centers & offices crisscrossing Punjab and its operations

spread around the world. the factors that have made this Rs. 8700 cores giant a

magnificent success is its cooperative structure, enlightened management, progressive

plans & policies , path-breaking innovations, a highly dedicated workforce and supreme

commitment to the objectives of the cooperative Markfed’s success is the true reflection

of the spirit and dynamism of the people it represents: the peoples.

FUNCTIONS

Markfed undertakes various activities ranging from supply of agri-inputs to the

procurement and storage of the grains. Besides, Markfed has processing units for the

production of agro-chemicals – Cattle-feed, Vanaspati oil and other cooking medium

and canned products.

17

SERVICES

Markfed has set up a state of art laboratory of international standards at Ropar

for food grain testing, which is being up-grated to Food Testing Lab by investing Rs.4.50

crores. Markfed has set up multi utility Cold storage cum pack House at Ludhiana at n

estimated cost of Rs.7.35 crores for fresh fruit & vegetables. Markfed has 19 Agro

service centers. Markfed has one mobile soil testing laboratory. Markfed has 8 soil

testing laboratories at Amritsar, Bhatinda, Ropar, Hoshiarpur, Kapurthala, Nihal

Singhwala, Sangrur and Malout.

TEAM AND MANPOWER

MARKFED Punjab is Asia’s largest marketing co-operative, it exists both

because of and for the farmers of this vibrant state. Our bottom line is our people- the

farmers. Value, for us, is the improved quality of life of millions of farmer families of

Punjab. They created history by transforming the green fields into golden fields through

the green revolution. With our support, we feel, they will also transform India into the

world’s leading agri-business player. In this Endeavour we will support them with our

total might and ensure that their future is brighter by way of being a part of our

multifarious activities. (www.markfedpunjab.com).

OPERATIONS

The operations can be divided into two parts i.e. national and international.

1.1. DOMESTIC OPERATIONS: Further these operations can be divided as:

1.1.1 Procurement & Trading operations:

Markfed, being a State Government procuring agency is engaged in procurement of

paddy under support price operation of Govt. of India. The paddy stocks are got milled

from the private rice mills allotted by the Director , Food & Supplies, Punjab and the

resultant rice is delivered to FCI in central pool. Markfed procured 24.25 lac MTs paddy

18

during crop 2007-08. Paddy stocks milled and resultant rice delivered to FCI in Markfed

account.

1.1.2 Procurement and distribution of fertilizer in the state through cooperative:

Markfed has been entrusted distribution of fertilizers since 1967 by the state Govt.

against ‘B’ component. The supplies were being made to the farmers at the right time in

required quantity and good quality which had ultimately helped in increasing the

agricultural production of the state. Markfed distributes fertilizers through more than

3500 PACS covering the demand of the farmers at village level i.e. at their door-step.

The private trade on the country is mainly operating in the urban areas and from limited

points. In order to ensure regular supply of fertilizers to the cooperative in the state,

Markfed maintains buffer stocks and incur heavy expenditure on interest, storage etc.

so that the fertilizer is available in time to the farmers. The total distribution of fertilizers

and agrochemicals were being made to the cooperative through Markfed 1987.

A) PROCUREMENT: Procurement is one of the main activities of Markfed. It procures

wheat, paddy, Cotton, oil-seeds like mustard, sunflower at its own and on

behalf of Govt. of India through FCI / NAFED as part of Minimum Support Price (MSP)

policy / Price Support Scheme. The food-grains business comprises around 92 percent

of the sales turn-over of the Markfed

B) PADDY & RICE: Markfed plays a vital role in paddy procurement in the state. The

paddy milling for the crop year 2007-08 has been completed. The year wise details of

paddy procured by Markfed are as under:

19

Table 1.6

Details of Paddy Procured by Markfed

Year Budgeted Procurement Milling(Financial

Year) percent

2006-07 24.65 lac MT 21.78 lac MT 87.94

2007-08 23.00 lac MT 24.25 lac MT 85.29

2008-09 24.55 lac MT 27.74 lac MT 68.26


Markfed has 9 rice mills with 44-ton paddy milling capacity per hour. Three units

at Nawanshahre, Machhiwara and Bagha Purana are of Indian origin; whereas, the

remaining six units, at Batala, Chuslewar, Gidderbaha, Goniana, Jaitu and Nushera

Pannuan are Korean.

1.1.3 AGRI-INPUTS: Markfed undertakes distribution of fertilizers, Agro- chemicals

and seeds etc. for cooperative societies in the state of Punjab.

a) FERTILIZERS: Markfed has been appointed as a nodal agency for procurement &

distribution of DAP fertilizers through cooperatives since last three years. It holds a

market share of 45 percent in the state of Punjab.

The state always relies on Markfed for the rescue of Punjab Farmer. The year-wise Sale

of Fertiliser is as under:-

Table 1.7

20

Year-wise Sale of Fertiliser

FERTILISER ACTUAL

2006-07

ACTUAL

2007-08

ACTUAL

2008-09

SALES(MTs) 4.09 7.54 9.60

UREA 2.92 4.68 6.19

DAP 1.11 2.79 3.39

OTHERS 0.06 0.07 0.02

AGRO-CHEMICAL

ACTIVITY

ACTUAL

200607

ACTUAL

2007-08

ACTUAL

2008-09

Sale / Income 22.93 34.51 46.51

(www.markfedpunjab.com).

b) AGRO-CHEMICALS: To facilitate efficient crop management, Markfed has an

Agro-Chemicals unit at Mohali, to formulate about 36 pesticides mostly ISI marked. This

unit is ISO: 9001-2000 certified since 2004. Besides formulating, the unit out sources

pesticides and seed for BT cotton, paddy and maize for cooperative network.

c) BT Cotton seeds: Markfed supplied 82000 packets (of 450 gm.) of BT cotton seed

during the year 2007-08 whereas in the year 2008-09 the number of packets distributed

has increased to 1,74,000. These seeds are arranged from leading and reputed seed

companies like Mahyco and Rashi. During the current year Markfed targets to distribute

2.5 lac packets which are 20 percent of the market.

1.1.4 Manufacturing of edible products and non-edible products:

Markfed has Agro based processing units for manufacturing SOHNA brand Vanaspati,

Refined Oils, Processed and Canned foods and Rice besides Cattle feed. Markfed’s

SOHNA brand has become a household name for these products.

1.2 EDIBLE PRODUCTS:

21

CATTLE FEED PLANTS: To promote sale of quality cattle feed, Markfed has two units

which manufacture cattle feed for Dairy Farmers and these are located at Kapurthala

and Gidderbaha.

Table 1.8

Year-wise, sale of Non-Edible Product

Cattle feed ACTUA

L

2006-07

ACTUAL

2007-08

ACTUAL

2008-09

Sale (in MT) 39965 50803 60228

In the year 2009-10 the capacity of both the plants is contemplated to be

enhanced from 100 TPD to 150 TPD

The production is expected to raise from 60000 MT to 87000MT

Source: www.markfedpunjab.com

NEW PROJECTS TO BE TAKEN UP: Food Processing Unit at Rajpura for

processing Fruit and Vegetables under study.

INTERNATIONAL OPERATIONS

Markfed has carved a distinct identity for itself by setting up a number of export-

oriented units to process agricultural produce like basmati rice, cotton, oilseeds,

vegetable, fruits, etc. Markfed helps farmers by procuring their produce and organizing

exports. It has been declared as Punjab’s nodal agency for the export of fruits,

vegetable and food grains by the government of India. A vast range of products from

Markfed have found markets in the UAE, UK, US, Canada, Germany, Poland, Hungary,

Czechoslovakia, Afghanistan etc. Annually Markfed exported 2.25 million MTs of wheat

till 30/09/2003 to UAE, Sudan, Yemen, Vietnam, Bangladesh, Korea, Oman, Sri Lanka

and Ethiopia, through the major food players of the world like Cargil, Toepfer,

22

Allanasons, Noble Grain, Louis Dreyfus & Kotak Agri, Topical Grains & Feed, and Adani

Exports etc. (www.markfedpunjab.com)

OBJECTIVES OF THE COMPANY

To make arrangements for procuring, marketing/ trading, processing/

manufacturing of agricultural products as well as by-products of its affiliated

members and their members to their best advantage within the country and

outside the country.

To find out and adopt latest technology and supply of goods on co-operative

basis and to act as agent to its constituents and other persons and institutions

approved by the Registrar, Cooperative Societies, Punjab.

To raise funds for its own business.

To make arrangements for distribution of agricultural inputs in retail to members

and non-members.

To undertake processing, manufacturing, grading and packing activities and

establish industrial units.

To arrange for construction of buildings necessary for business of the Federation

and its members and also to take up the construction work of other government/

institutional agencies.

To carry out publicity and propaganda in respect of Cooperative marketing and

supply by publication of suitable literature, arrangement of demonstration by

organizing marketing, processing and supply societies conferences, participation

in exhibitions and other-wise.

To run warehouses.

To undertake interstate trade, import and export of agricultural produce, farm

equipments and consumer goods.

To do all things that may be incidental or conductive to the attainment of any or

all the aforesaid objects or for the advancement of the Co-operative movement in

general. (www.markfedpunjab.com).

23

OBJECTIVES OF THE STUDY

To know about the brand awareness of the Sohna Products.

To find out the competitor brands of Sohna Mustard Oil Kachi Ghani

To know the market size of the Markfed Sohna Mustard Oil Kachi Ghani.

To recommend ways by which the company can attract more and more

consumers and increase its sales for Sohna Mustard Oil Kachi Ghani.

CONCLUSION:


individuals for their mutual benefit. Punjab Markfed is a marketing federation of over

three thousand societies representing the interests of over a million farmers in the State

of Punjab. The Punjab State Cooperative Supply and Marketing Federation came into

being in the September of 1954 with 13 members, a share capital Rs.54000 and three

employees, popularly known as Markfed.

Today, it has grown to become the largest marketing co-operative in Asia.

Markfed procures mustard seed and sunflower to process them in its Oil complexes at

Khanna. It specializes particularly in the edible oils. India is one of the world’s largest

edible oil economies with 15,000 oil mills. India is the fifth largest producer of oilseeds in

the world, behind US, China, Brazil, and Argentina. Mustard oil is versatile oil that can

be used for both therapeutic uses and culinary applications. The present study is an

attempt to find out the prospects of Sohna Mustard Oil Kachi Ghani in the Indian market

in general and Punjab market in particular.

24

REVIEW OF LITERATURE

Review of literature is a survey of the concerned literature of the research

problem. When an investigator proceeds on the path of research he has to take

advantage of his predecessors. He has also to take the help from what has already

been done. It would save him not only from the trouble but trial and error too. It would

also lead to the economies in his efforts. There are various hypotheses available. From

these hypotheses, the investigator has to select those that are useful to him. Apart from

this literature that directly concerned with the similar problem are also useful to a

researcher as it helps him in the formulation of the problem in clear-cut manner.

American Heart Association (1995) in their study concluded that mustard oil is

better than Olive Oil from the health point of view. It is not only good for healthy people

but is also good for "Heart Patients". Further, mustard oil is used for the food linked to

Indian culture and identity. Where other edible oils lack either of the two essential fatty

acids, rapeseed-mustard provides both essential fatty acids to the human body – oleic

acid and Linolenic acid. In comparison to the refined oils and the health-friendly olive oil,

it is mustard oil that seems to be best for heart.

Puri (2000) found that food specialists in India are promoting mustard-based oil

as the latest healthy food choice, claiming its properties to fight diseases and preventing

health problems. The vegetable oil of mustard is nutritionally 38 percent to 42 percent of

the seed. The study concluded that people who use mustard oil for frying reduce their

risk of heart attack by almost 71 percent.

Chowdhury (2004) conducted a study on fatty acids. Analysis of five types of

locally consumed edible oils (n = 22) was carried out using a Gas Chromatograph (G.C)

equipped with a Flame Ionization Detector (FID) and stainless steel packed column.

26

The results showed that sunflower oil contained the highest percentage of long chain

mono and polyunsaturated fatty acids (91.49 ± 1.91 percent ) compared to soybean

oil (81.14 ± 1.49 percent ) mustard oil (86.80 ± 3.07 percent ), palm oil (53.30 ± 0.36

percent ) and coconut oil (7.12 ± 0.51 percent ). Two varieties of mustard oil, low erucic

(= 5 percent , n=3) and high erucic acid (>14 percent , n=2) and two varieties of

sunflower oil high linoleic-low oleic (61-66 percent & 22-27 percent , n=2) and low

linoleic- high oleic (29-38 percent and 53-63 percent , n =3) were found. Sunflower oil

with the highest percentage of mono and polyunsaturated fatty acids especially the high

linoleic- low oleic variety appeared to be superior and most suitable edible oil for

Mass consumption.

27

Manchanda (2005) found that mustard oil is considered to be one of the

healthiest edible oils as it has the lowest amount of saturated fatty acids and a high

amount of monounsaturated and polyunsaturated fatty acids, which are good for health.

The study found that chances of heart disease drop by nearly 70 percent on use of

mustard oil as a cooking medium. Renowned cardiologists have now started comparing

the nutritional benefits of mustard oil with olive oil and have conclusive proof about

mustard oil's superiority. mustard oil is healthier than olive oil because it has no trans-

fats, has low saturated fats, high mono-unsaturated fats, high polyunsaturated fatty

acids such as omega-3 and stability at high temperatures, which makes it ideal for

cooking and even deep frying,

Mustard oil is composed of oleic fatty acid, linoleic acid and erucic acid. At 5 percent, it

has the lowest saturated fat content and a high amount of monounsaturated and

polyunsaturated fatty acids, which are good for health. It also has the ideal ratio of

omega-3 and omega 6 fatty acids, a high content of antioxidants and vitamin E, as well

as the fact that it is cold pressed add to the nutrition value of this oil. The Alpha linolenic

acid found in mustard oil reduces the adhesion-aggregation tendency of blood platelets

which decreases the risk of a heart attack.

CONCLUSION

There are too many food product companies that are mushrooming day by day

in India Thus, every company has to do marketing mix in order to know about the

position of it products in the market and the strategies followed by the other food

product company for their products. Though, the above listed scholars tried to find out

in their respective studies about the different dimensions of co-operative industries.

However, most of the studies are not quantitative in nature and are based on the

personal judgment of the researchers. The present study tries to fill the vacuum. To be

specific, this study will help to know the prospects of Markfed Sohna Mustard Oil Kachi

Ghani in Punjab market.

28

RESEARCH METHODOLOGY

About Research

Research is a diligent enquiry and careful search for new knowledge through

systematic, scientific and analytical approach in any branch of knowledge. Research

helps to discover new facts. The search for new knowledge also helps to accept, reject

or modify existing facts or knowledge. It is a systematic effort to gain knowledge, truth or

board principal in a verifiable and objective way. According to Slessinger and Stevenson

(1930), social science research aims to extend, collect or verify knowledge whether that

knowledge aids in the construction of a theory or in the practice of an art.

Young (1988) describes social research as the systematic methods of

discovered new facts or verifying old facts, their sequences in the relationship, casual

explanation and the natural laws which govern them.

Mere compilation of facts will never constitute research. As Khuran (1973) aptly

points out that compilation is like a police constables statement of the scene of a crime,

which itself is not dedication. The main aim of research is to search deeply and

penetrate into the research of occurrence and relationship. Thus, research as young

points out does not simply demand a search for the fact but a thinking of the issues and

problems involved in every step of research uses studies and principles thereof to

unravel the facts intangibly while craft a man condemn such process.

There are certain steps which are to be followed for making an effective

research it depends upon organization to organization and person to person to adopt a

certain strategy in research which is termed as research methodology. Research

Methodology followed by me in the organization is:

Visiting different departments.

Conversation with highly skilled and qualified employees.

Data collection from different sources.

Guidance from project guide.

Preparation of project report.

30

Research Methodology is the logical and scientific technique to solve a

problem. When we talk of research methodology, we not only talk of research methods

adopted to get desired results but we also consider the logic behind these methods.

For the perfect thesis one has to know each and every aspect of the concept

thoroughly. So acquiring the data regarding this I gone through by several things like:

Books;

Magazines

Journals; and

Web site.

In order to understand the marketing mix in cotton county v/s other garment

companies as per the objective stated, the various steps which are to be followed are

given below:

a) Planning the research design.

b) Selecting the research method.

c) Selecting the sampling procedure.

d) Data collection.

e) Evaluating the data.

f) Preparing and presenting the research report.

RESEARCH DESIGN

A sound research design is fundamental to the success of any formal research

project. Its function is to ensure that the required data are collected and they are

collected accurately and economically. It is a blueprint of research that is followed in

completing as study.

In order to get the appropriate results on a clearly defined research topic, the

design chosen by the research is exploratory in nature.

31

Exploratory studies: This research is carried out to make the problem suited to

more precise investigation or to frame a working hypothesis from an operational

prospective. It is not used in case where definite result is desired as in our research

case where only impact is to be studied.

DESCRIPTIVE:

Descriptive research includes surveys and face finding inquiries of different

kinds. The major purpose of descriptive research is description of the state of affairs as

it exists at present. In social science and business research we quite often use the term

ex post facto Research for descriptive research studies. The main characteristic of this

method is that the researcher has no control over the variables; he can only report what

has happened or what is happening.

SOURCES OF INFORMATIONS:

Primary data

Secondary data

PRIMARY DATA:

For the purpose of my study, we have collected primary data with the help

of Questionnaires. This data was collected to know about the awareness, attitude and

opinion and behavior of the respondents towards Markfed Sohna Mustard Oil Kachi

Ghani.

SECONDARY DATA:

This data is the already existing data. It can be either the internal records of the

organization or external records like trade association reports and publications etc. We

have collected secondary data from Markfed internal records, trade and business

publication etc.

Annual reports

Websites (www.markfedpunjab.com)

Publication

32

Relevant diagrams and charts like bar charts to give pictorial presentation of data

collected for better understanding.

Questionnaire Design

The primary objective of the questionnaire survey was to obtain an insight into

the customer satisfaction about Sohna Mustard Oil Kachi Ghani. The questions asked

pertained to various factors that affect their sale of the sohna mustard oil kachi ghani..

The resultant final questionnaire was of an intermediate structured – undisguised type.

It contained 14 questions.

STATISTICAL TOOLS USED:- Different statistical tools have been used in the

study. For example Mean, chi-square etc.

MEAN SCORE (AVERAGE):- Average is an attempt to find one single figure to

describe whole of figures. An average is sometimes described as whole of figures. It is

easy to understand and compute. It is based on all the terms.

The formula for calculating mean is:

Mean = X̄ =∑fx / ∑f

The formula for calculating chi-square (χ2 ) is:

x2= (o-e)2/e

SAMPLING:

Sampling is that part of statically practice concerned with the selection of an

unbiased or random subset of individual observations within a population of individuals

intended to yield some knowledge about the population of concern, especially for the

purposes of making predictions based on statistical inference. Sampling is an important

aspect of data collection.

33

Researchers rarely survey the entire population for two reasons (Adder,

Mellenbergh, & Hand, 2008): the cost is too high, and the population is dynamic in that

the individuals making up the population may change over time. The three main

advantages of sampling are that the cost is lower, data collection is faster, and since the

data set is smaller it is possible to ensure homogeneity and to improve the accuracy

and quality of the data.

Each observation measures one or more properties (such as weight, location,

color) of observable bodies distinguished as independent objects or individuals. In

survey sampling survey weights can be applied to the data to adjust for the sample

design. The way of selecting the sample depends on the researcher. It can be either

probability sample or non-probability sample. For the purpose of this study, we have

taken Probability Sample. Probability sample is one in which each item has equal

chance of getting selected.

SAMPLING FRAME:

In the most straightforward case, such as the sentencing of a batch of material

from production (acceptance sampling by lots), it is possible to identify and measure

every single item in the population and to include any one of them in our sample.

However, in the more general case this is not possible. There is no way to identify all

rats in the set of all rats.

Sampling frame can be defined as “source of list from, which the sample is

drawn”. The sampling frame for the purpose of my study is the market of Chandigarh

and Mohali. It consists of the residents of Chandigarh and Mohali.

Sample design procedure

Defining the target population.

Determined the sampling frame i.e. list or set the direction for identifying target

population.

Selecting sampling techniques.

34

PROBABILITY SAMPLING:

A probability sampling scheme is one in which every unit in the population has

a chance (greater than zero) of being selected in the sample, and this probability can be

accurately determined. The combination of these traits makes it possible to produce

unbiased estimates of population totals, by weighting sampled units according to their

probability of selection.

Probability sampling includes: Simple Random Sampling, Systematic

Sampling, and Stratified Sampling, Probability Proportional to Size Sampling, and

Cluster or Multistage Sampling. These various ways of probability sampling have two

things in common:

Every element has a known nonzero probability of being sampled and

Involves random selection at some point.

NON-PROBABILITY SAMPLING

Non-probability sampling is any sampling method where some elements of

the population have no chance of selection (these are sometimes referred to as 'out of

coverage'/'under covered'), or where the probability of selection can't be accurately

determined. It involves the selection of elements based on assumptions regarding the

population of interest, which forms the criteria for selection. Hence, because the

selection of elements is nonrandom, non-probability sampling does not allow the

estimation of sampling errors. These conditions give rise to exclusion bias, placing limits

on how much information a sample can provide about the population. Information about

the relationship between sample and population is limited, making it difficult to

extrapolate from the sample to the population.

Non-probability Sampling includes: Accidental sampling, quota sampling and

purposive sampling. In addition, nonresponsive effects may turn any probability design

into a non-probability design if the characteristics of nonresponsive are not well

35

understood, since nonresponsive effectively modifies each element's probability of

being sampled.

SAMPLING SIZE:

It refers to the number of items to be selected from universe that constitutes a

sample and an optimum sample is one which fulfills the requirement of efficiency,

reliability, representative and flexibility of the sample. The sample size for the purpose

of our study constitutes 60 consumers.

SAMPLING PROCEDU: - In sampling procedure, we have used questionnaires

and direct interview method.

OBSERVATIONS:- The observations carried out while the training period was to

observe and study the whole procedure of how the food grains are procured, how it is

stored, how it is sold.

PERIOD OF STUDY:

I have completed my project on the topic “A Study To Find Out The

Prospects Of Sohna Mustard Oil Kachi Ghani Vis-À-Vis Other Major Oil Brands”

under the training from Markfed for the period for which the training research was

carried out was from 1st June to 15th July (for 6 weeks) which proved to be of great help

as it gave an exposure to the corporate world.

36

DATA ANALYSIS & INTERPRETATION

37

The data, after collection, has to be processed and analyzed in

accordance with the outline laid down for the purpose at the time of developing the

research plan. This is essential for the scientific study and for ensuring that we have all

relevant data for making contemplated data analysis. Technically speaking, processing

implies editing, coding, classification and tabulation of collected data so that they are

amenable to analysis. The term analysis refers to the computation of certain measures

along with searching for pattern of relationship that exist among data-groups. Thus, “in

the process of analysis, relationships or differences supporting or conflicting with

original new hypothesis should be subjected to statistical test of significance to

determine with what validity data can be said to indicate any conclusion”. Further, the

interpretations are done for the purpose of drawing inferences from the collected facts

after an analytical and/or experimental study.

The number of respondents, sample size determination, methods of data

collection and the appropriate techniques used has already been discussed in detail in

the previous chapter. In this chapter, an analysis of the data collected has been carried

out.

Table 4.1

Cooking oil used

38

(Figures in numbers and values in percent)

Group No. of respondents Percentage

Mustard Oil 25 41

Refined Oil 35 59

Source: primary survey.

Fig. 4.1

Ratio

mustard oilrefined oil

Table 4.1, indicate which cooking oil is being used by the respondents i.e.

mustard oil or refined oil. As from primary survey in the market for daily sale, the highest

59 percent number of respondents uses refined oil for cooking and 41 percent

respondents who use mustard oil for cooking.

Table 4.2

Which brand of mustard oil is used?

39



Hafed 25 41.66Sohna 8 13.33Fortune 10 16.66Surya 7 11.67Dalda 6 10Others 4 6.67


Fig. 4.2

Table 4.2 gives the detail of market share of different competitors’ brands. It can

be evidenced from the table that Hafed has highest 41.66 Percent market share

whereas 13.33 percent of market share is bagged by Markfed sohna brand of mustard

oil, 16.66 percent of the market share is in the hands of Fortune, 11.67 percent with

Surya and 10 percent of market share with Dalda mustard oil. Share of other brands of

40

mustard oil in the market stands at 6.67 percent. This has further been empirically

verified.

Hypothesis Testing H0= All the brands are equally sold H1= All the brands are not equally sold

Group Used Unused R

Hafed 25 35 60Sohna 8 52 60

Fortune 10 50 60Surya 7 53 60Dalda 6 54 60Others 4 56 60

Total 60 300 360

Expected value (E) = R*C/N =60*60 / 360 Expected value = 10

Observed value

(O)

Expected value(E)

(O-E) (O-E)2 (O-E)2/ E

25 10 15 225 22.58 10 -2 4 0.4

10 10 0 0 07 10 -3 9 0.96 10 -4 16 1.64 10 -6 36 3.6

60 29

the Observed value (O) is 60, (E) is Expected value and x2 = 29 for the different six

brands.

41

X2 calculated = ∑ [ (O-E) / E]2

= 29

Degree of freedom = (r-1)

= 6-1

= 5

As, x2 calculated > x2 Table value

i.e. 29 at 5 percent

H1 is accepted and H0 is rejected. Hence all the brands are not equally demanded.

Table 4.3

Time period for which a particular brand is being used by the respondents


For 1 year 24 40

More than 2 years 20 33.33

More than 5 years 16 26.67



Fig. 4.3

42

For 1 year More than 2 years More than 5 years

0

5

10

15

20

25

30

chart showing how long using particular Brands

chart showing how long using particular Brands

Table 4.3 shows that 40 Percent respondents are using a particular Brand for

last one year, 33.33 Percent of the families using a particular brand from more than 2

years and 26.67 percent of the respondents using particular brand from more than 5

years. Most of the respondent has trust on the similar type of the brands.

Table 4.4

Factors affecting the choice of a particular brand (Figures in numbers and values in percent)

Group No. of respondents PercentagePrice 10 16.67

Packaging 15 25Quality 20 33.33

Availability 5 8.33Others (like promotional

schemes) 10 16.67


Fig. 4.4

43

Group Price Packaging Quality Availability If any other0

5

10

15

20

25

30

35

Series1Series2Series3

From table 4.4, it can be concluded that (33.33 percent) respondent found

that Quality is the factor that affects the choice of a particular Brand. Further, (25

percent) respondents found that packaging is the factor that affects the particular brand,

followed by (16.67 percent) respondents who feel that price affects the demand for a

particular brand. Lowest (8.33 percent) respondents opined that availability of the

product is the factor that affects the choice. Another (16.67 percent) of the respondents

found promotional schemes offered by the companies go a long way in affecting the

demand for a particular Brand. In nutshell, it is the quality that reflects the demand for a

particular brand.

X F Fx

1 10 10

2 15 30

3 20 60

4 5 20

5 10 50

∑f=60 ∑fx=170

44

X̄ =∑fx / ∑f

= 170 = 2.8333

60

Average Mean=2.90

The above calculation reflects that Quality reflect most to the particular brand.

Table 4.5

Knowledge about the Markfed Sohna brand(Figures in numbers and values in percent)

Group No. of respondent Percentage

Yes 45 75

No 15 25


Fig. 4.5

Yes No0%

10%

20%

30%

40%

50%

60%

70%

80%

chart showing heard about the sohna Brand

chart showing heard about the sohna Brand

45

Table 4.5 shows the knowledge about the markfed sohna brands to the

respondents. From the above calculation it can be interpreted that 75 percent of the

respondents were aware about the markfed sohna brand. However, 25 percent of the

respondents were not aware of the markfed sohna brands. As from primary survey the

market it shows that the most of the respondents are aware of the markfed sohna brand

in market.

Table. 4.6Respondents’ knowledge about the markfed Sohna brand

(Figures in numbers and values in percent)Group No. of respondents Percentage

TV& Radio 10 16.67

Newspaper 5 8.33

Magazines 5 3.33

References 30 50

Other 10 16.67


Fig. 4.6

Chart showing the sources of awarness

TV & RadioNewspaperMagazinesReferencesOther

46

Table 4.6 shows how the respondents came to know about the markfed sohna

brand. It can be noticed from the table that 50 percent of the respondents came to know

about the brand through their references, 16.67 percent of the respondents got

awareness through TV & radio, 8.33 percent respondents came to know through the

newspaper of the markfed sohna brand. Only 3.33 percent of the respondents came to

know through the magazines. Thus, it can be concluded that most of the respondents

come know through their references.

X F Fx

1 10 10

2 5 10

3 5 15

4 30 120

5 10 50

∑f= ∑fx=205

X̄ =∑fx / ∑f

= 205 = 3.4260

Average Mean=3.42

The above calculation reflects the fact that the customer come to know about the sohna

brand through references.

47

Table. 4.7Factors considered while purchasing sohna brand

(Figures in numbers and values in percent)Group No. of respondents PercentagePrice 4 6.67

Advertisement 0 0Quality 15 25

Reference 20 33.33Packaging 15 25Any other 6 10

Source: primary survey

Fig. 4.7

Factors

PriceAdvertisementQualityReferencePackagingAny other

Table 4.7, shows the factors considered while purchasing markfed sohna brand.

33.33 percent of respondents are purchasing markfed sohna brand out of References,

25 percent of the respondents are purchasing it because of its quality and packaging 10

percent of the respondents are purchasing the markfed sohna brand because of other

factors, 6.67 percent of respondents purchase it out of price consideration. It should be

noted that none of the respondents purchase the product under the advertisement

influence.

48

Table. 4.8Factors liked the most in sohna Brand


Groups No. of respondents Percentage

Flavour 5 8.33

Quality 15 25

Healthy 12 20

Advertisement 0 0

Packaging 15 25

Others (gifts,) 13 21.67


Fig. 4.8

Brand

FlavourQualityHealthyAdvertisementPackagingAny other

Table 4.8, shows that (25 percent) of the respondents liked the quality and

packaging each of the product. Further, (21.67 percent) of the respondents liked the

product because of attractive gifts given to the respondents etc , (20 percent) of the

49

respondents liked health factor, (8.33 percent) of the respondents liked flavor in the

markfed sohna brand.

Table. 4.9Did the respondent use Sohna Mustard oil kachi Ghani?

(Figures in numbers and values in percent)Groups No. of respondents Percentage

Yes 42 70

No 18 30


Fig. 4.9

Yes No

0

5

10

15

20

25

30

35

40

45

Chart showing have you use sohna Mustard oil

Chart showing have you use sohna Mustard oil

Table 4.9; give the detail of the respondents use markfed Sohna Mustard oil

kachi Ghani. The calculation shows that the 70 percent of the respondents use the

markfed sohna mustard oil kachi ghani and 30 percent of the respondents do not use

the markfed sohna mustard oil kachi ghani. As from the primary survey in the market it

shows that the most of the respondent use the markfed sohna mustard oil kachi ghani.

50

Table. 4.10What did the respondent feel about the Markfed sohna Mustard oil Kachi Ghani in

comparison to other brands?

(Figures in numbers and values in percent)Group No. of respondents PercentageBest 14 23.33

Better 15 25

Good 26 43.33Not so good 5 8.33


Fig. 4.10

Best Better Good Not so Good

0

5

10

15

20

25

30

Chart showing feel about sohna Mustard oil as compared to other Brand

Chart showing feel about sohna Mustard oil as compared to other Brand

Table 4.10 shows that 43.33 Percentage of the respondents liked the

Markfed Sohna Mustard oil is good as compared to other Brand, 25 percent respondent

liked the markfed sohna mustard oil kachi ghani is better, 23.33 percent of the

respondent liked the markfed sohna mustard oil kachi ghani is best and 8.33 percent of

the respondent liked the markfed sohna mustard oil kachi ghani is not so good.

51

Table. 4.11

Respondent’s opinion about the price of Sohna Mustard oil Kachi Ghani



Expensive 10 16.67

Reasonable 40 66.66

Cheap 10 16.67


Fig. 4.11

Expensive Reasonable Cheap0

5

10

15

20

25

30

35

40

Opinion about the price of mustard oil

Opinion about the price of mus-tard oil

Table 4.11. Shows the opinion of respondent about the price of mustard oil

kachi ghani. It can be noticed from the table that 66.66 percent of the respondents’

opinion about the price of mustard oil kachi ghani is reasonable and 16.67 percent of

52

the respondents’ opinion about the markfed sohna mustard oil kachi ghani is cheap and

expensive.

Table. 4.12Most preferred Packaging

(Figures in numbers and values in percent)Group No. of respondents Percentage

2 ltr 15 25

5 ltr 30 50

10 ltr 10 16.67

15 ltr 5 8.33


Fig. 4.12

Packaging prefer the most

2 ltr5 ltr10 ltr15 ltr

Table 4.12; show the most preferred Packaging in the mustard oil. 50

Percentage of the respondents prefer 5 ltr packaging of the Mustard oil most of the

other type of packaging, 25 percent of the respondents preferred 2 ltr packaging of the

53

mustard oil, 16.67 percent of the respondent preferred 10 ltr packaging and 8.33

percent of the respondent preferred 15 ltr of the packaging.

Table. 4.13

Will the respondent prefer to buy a particular product if alternative is available in

market at low price and low quality



Yes 20 33.33

No 40 66.67


Fig. 4.13

Alternative product

Yes No

54

From table 4.13, It shows that will the respondent prefer to buy a particular product

if alternative is available in market at low price and low quality. The calculation shows

that the 66.67 Percentage respondents don’t want to purchase low Quality products

even at low prices. Where as the 33.33 percent of the respondent want to purchase low

quality products even at low price.

CONCLUSION:

From the above discussion, it can be concluded that the maximum 59 percent of

respondents used refined oil where as only 41 percent respondent used mustard oil. It

can be evidenced from the table that only 13.33 percent of the market share of markfed

sohna brand of mustard oil. Quality is the factor that affects the choice of particular

brands. Only 75 percent of the respondents were aware about the markfed sohna

brand. It will be notice from the table that 50 percent of the respondents came to know

about the brand through their references. Quality and packaging are factor that liked the

respondents most in the sohna brands. 70 percent of the respondents use the markfed

sohna mustard oil kachi ghani

At the end it has been highlighted that if the companies want to add more

number of customer towards their products the company should give promotional

schemes, attractive gifts etc are the best way by which companies attract customers.

55

SUMMARY, CONCLUSIONS, PROBLEMS AND RECOMMENDATIONS


individuals for their mutual benefit. Punjab Markfed is a marketing federation of over

three thousand societies representing the interests of over a million farmers in the State

of Punjab. The Punjab State Cooperative Supply and Marketing Federation came into

being in the September of 1954 with 13 members, a share capital Rs.54000 and three

employees, popularly known as Markfed. Today, it has grown to become the largest

marketing co-operative in Asia. Markfed procures mustard seed and sunflower to

process them in its Oil complexes at Khanna. It specializes particularly in the edible oils.

India is one of the world’s largest edible oil economies with 15,000 oil mills. India is the

fifth largest producer of oilseeds in the world, behind US, China, Brazil, and Argentina.

Mustard oil is versatile oil that can be used for both therapeutic uses and culinary

applications. The present study is an attempt to find out the prospects of Sohna Mustard

Oil Kachi Ghani in the Indian market in general and Punjab market in particular.

There are too many food product companies that are mushrooming day by day

in India Thus, every company has to do marketing mix in order to know about the

position of it products in the market and the strategies followed by the other food

product company for their products. Though, the above listed scholars tried to find out

in their respective studies about the different dimensions of co-operative industries.

However, most of the studies are not quantitative in nature and are based on the

personal judgment of the researchers. The present study tries to fill the vacuum. To be

specific, this study will help to know the prospects of Markfed Sohna Mustard Oil Kachi

Ghani in Punjab market.

It can be concluded that the maximum 59 percent of respondents used refined oil

where as only 41 percent respondent used mustard oil. It can be evidenced from the

table that only 13.33 percent of the market share of markfed sohna brand of mustard oil.

Quality is the factor that affects the choice of particular brands. Only 75 percent of the

respondents were aware about the markfed sohna brand. It will be notice from the table

57

that 50 percent of the respondents came to know about the brand through their

references. Quality and packaging are factor that liked the respondents most in the

sohna brands. 70 percent of the respondents use the markfed sohna mustard oil kachi

ghani

At the end it has been highlighted that if the companies want to add more

number of customer towards their products the company should give promotional

schemes, attractive gifts etc are the best way by which companies attract customers.

If we do an overall study we would find out that MARKFRED PUNJAB does not

follow an aggressive strategy for promotion. There is a large scope for this, which would

improve upon the production and then go in for aggressive marketing comparing. This

would improve the turnover to a much greater extent. The company has done a lot for

society and is working well but as it is said “sky is Limit”, so there is scope of

improvement here. For greater prestige, recognition, image and sales, progress

effective communication is must with the customers especially today when the

competing companies are increasing day by day.

From the discussion about marketing strategies of MARKFED PUNJAB I find

that Sohna Mustard oil Kachi Ghani is very important for Indian economy it would

widens the potential for generating employment, nurturing people and creating foreign

currency for the country.

MARKFED PUNJAB is a popular name in PUNJAB they have good brand

image in Mustard oil market. I feel if they increase their production by increasing no. of

employees and have a strong media campaigning they should also keep a strong vigil

on there competitors and have a aggressive marketing strategies.

58

While doing the analysis of the study conducted, I was able to find out few

problems, which the sohna mustard oil kachi ghani were facing in the market.

THE PROBLEMS ARE:

The mustard oil kachi ghani of sohna is not easily available in the market

especially in Chandigarh.

There is lack of proper supply for sohna’s product vis-à-vis competitors like

Fortune, P-marka, Hafed etc

There are no promotional schemes related to the purchase of the products. Thus

they are not very attractive to purchase.

Advertisements, which is one of the major aids for attracting the customers is

inadequate. There is no proper long term planning for advertisement of the

products.

Dealers’ network area is very weak because of poor distribution channels.

RECOMMENDATIONS

Promotional activities and advertisement campaigns should be more activity

demonstration brand ambassador can be used.

Good discount options can be given to whole sellers.

Price reduction in Markfed products will attract more customers.

Should have more option variety in products for various needs of the customers.

59

New products for children and aged segments can be introduced with more

variety.

Resolve The Conflict Between Retailers of Markfed.

Improvement in the technology.

Supply fast as per the requirement of the retailers.

Credit facility must be given to the retailers for at least 15 days

60

BIBLIOGRAPHY

Bye laws of markfed

Kotler, Philip, “Marketing Management”, 12th addition, New Delhi: Pearson Prentice

Hall, 2007

C.R.Kothair, Research Methodology, New Delhi, New Age International (P) Limited,

publishers, 2005.

American Heart Association (1995)

(http://www.indiaprwire.com/pressrelease/magazines/2008070410863.html)

Puri (2000) (http://www.purioilmills.com/)

Chowdhury (2004)

(http://www.banglajol.info/index.php/bjsir/article/viewarticle/669)

Manchanda (2005)

(http://www.indiaprwire.com/pressrelease/magazines/2008070410864.html)

Websites used:

Website – www.markfedpunjab.com, links used about markfed, corporate profiles,

activities, network.

www.wikipedia.com

(www.pbco-coperative.gov.in)

(www.tradeindia.com/manufacturers/indianmanufacturers/mustard-oil.html).

Source: Rabo Bank

(http://en.wikipedia.org/wiki/Mustard_oil).

www.indiaparenting.com/nutrition/data/nutrition).


(http://www.yahoo.com).

(http://www.google.com).

62

introduction

Documents

cooperative society

cooperative marketing

cooperative society

registered society

cooperative movement

cooperative bank

cooperative enterprises

cooperative principle