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SRIKRISHNA MILK (P) LTD
Contents
Sl. No. Titles Page No.
I Chapter 1
Executive Summary
Introduction
Literature Review
Statement of the Problem
Purpose of the Study
Scope of the study
Objectives of the Study
II Chapter 2
Organization Profile
SRIKRISHNA MILK (P)LTD
Organization Chart
Sampling
Research Design
Data Collection Method
Measuring tools
III Chapter 3
Results & discussion with Charts & graphs
Findings
Suggestions
IV Chapter 4
Appendix
Questionnaire
Bibliography
Weekly Reports
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CONTENTS
-Executive Summary
- Introduction
- Literature review
- Purpose of the study
- Scope of the study
- Objectives
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EXECUTIVE SUMMARY
Sri Krishna Milk (p) ltd is known for the excellence of its quality and the
Different type of milk products. Not only in North kanara all Karnataka and Goa also.
The project was undertaken in SRI KRISHNA MILK (P) LTD Kirwatti, The study
was made to know Consumer buying behavior and its impact on sales of Krishna
Milk at Haliyal.
As in depth study was made to understand the organization as a whole. The
study contains the profile of the company, organization chart, function of
Departments etc. The information was collected through company guide & other
related materials like Questioners, website, company magazines etc.
The main objective of study was to analyses from few years there has been
low volume of sales and the consumers are adopting different brands rather than Sri
Krishna.
Method of collecting primary data was through personnel interview
(structured questionnaire) and secondary data has been collected through internet,
observation, company manual, etc. For the purpose of the study Consumer buying
behavior and its impact on sales of Krishna Milk at Haliyal analyzed that included
all the requirements what the Sri Krishna Milk (p) ltd needed..
Depending on this suggestions mad & given ideas to improve its Sales and
improve its market share of Sri Krishna Milk at Haliyal.
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INTRODUCTION:
A project report containing the marketing research on
A study on Consumer buying behavior and its impact on sales of Sri
Krishna at Haliyal is partial fulfillment of requirement of MBA It was an
opportunity to learn the practical aspects of industries. I choose this topic
concerned to their (Industry) requirement as SRI KRISHNA MILK (P) LTD is
dealing with Sri Krishna Milk and its Products, from few years there has been
low volume of sales and the consumers are adopting different brands rather
than Sri Krishna
So the need to know, the Buying Behavior about Sri Krishna Milk was
needed. I collected the information by a structured questionnaire that included
all the requirements what the SRI KRISHNA MILK (P) LTD needed.
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Literature Review:
Consumer Behavior
The decision process and physical activity individuals engage in
when evaluating, acquiring, using, or disposing of goods and service.
OR
The mental, emotional, and physical activities that people engage in when
selecting, purchasing, using, and disposing of products and services so as to satisfy
needs and desires
1) Decision Making as Problem Solving
a) To make purchases, consumers go through a buying decision process that can
be thought of as solving a problem.
b) This process has six stages:
(1) Need recognition
(2) Choice of an involvement level(3) Identification of alternatives
(4) Evaluation of alternatives
(5) Decisions
(6) Post-purchase behavior
c) There a number of factors that may affect this model of decision making.
i) The buyer can withdraw at any stage prior to the actual purchase.
ii) Some stages in this model may be skipped, depending upon the buying
situation.
iii) The stages are not all of the same length. For example, a need may be
recognized in an instant but the identification of alternatives to satisfy the
need may take hours, days, or weeks.
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iv) Not all stages will be performed consciously for all purchases.
d) Recognition of an unsatisfied need, or need recognition, creates tension or
discomfort for the consumer.
i) This need may arise internally, such as feeling hungry or thirsty, or
ii) It may arise because of external stimulation through such things as:
(1) An ad for a product,
(2) The sight of the product itself
iii) Needs may also be stimulated through dissatisfaction with a product the
consumer is currently using.
iv) Recognition of a need will often cause conflict for the consumer.
(1) The consumer has to decide how to allocate his/her resources of time
and money between competing needs.
(2) If this conflict is not resolved, the buying process stops.
e) The choice of an involvement level is when the consumer decides how much
effort to exert in satisfying a need. The more effort exerted, the higher the
involvement.
i) Involvement tends to be greater under any of the following conditions:
(1) The consumer lacks information about the purchase
(2) The product is viewed as important
(3) The risk of making a bad decision is perceived as high
(4) The product has considerable social importance
(5) The product is seen as having a potential for providing significant
benefits.
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ii) Most buying decisions for relatively low-priced products with close
substitutes are low involvement. This would include most products sold in
supermarkets, and variety stores.
iii) It is important to remember that involvement is consumer related and not
product related. This means that a low involvement product for one person
may be a high involvement product for another person.
(1) The purchase of stereo may be a high involvement purchase for
consumer who is concerned about the cost, but
(2) Be a low involvement purchase for a wealthy consumer who is buying
for a family room.
iv) Impulse buyingis an important form of low-involvement decision making.
(1) These are purchase decisions that are made with little or no advance
planning.
(2) Shoppers have been conditioned to do more impulse buying through
self-service, open display retailing.
(3) Because of this greater emphasis must be placed on getting shoppers in
the store and making packages and displays more appealing.
f) Identification of alternatives includes both product and brand alternatives.
This may be simple as a memory scan or an extensive search.
i) The consumer must first identify which of the major product categories
might satisfy the experienced need. For example, a need for transportation
may be satisfied by automobiles, motorcycle, motor scooters, or bicycle.
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ii) Then the consumer must choose which brands from the selected category
to consider. Using the previous example, the consumer chose motorcycle
and not must consider Honda, Yamaha, Kawasaki, and Harley-Davidson.
iii) The search for alternatives will be influenced by:
(1) How much information the consumer already has from past experience
and other sources
(2) The consumers confidence in that information
(3) What the time and money costs would be to collect more information.
g) Evaluation of alternatives involves establishing criteria with which to evaluate
each alternative before making a decision.
(1) This may be a single criterion or several criteria. If there are several
criteria, they normally do not carry equal weight.
(2) The criteria that consumers use come from
(a) Past experience and feelings toward various brands
(b) Opinions of family members and friends.
h) The purchase decisions are a series of related decisions the consumer must
make if they decide to make a purchase.
i) These decisions may take a long time and include such things as:
(1) Special features of the product
(2) Where and when to make the actual purchase
(3) How to take possession
(4) Method of payment.
ii) One of the most important of these decisions is which store to purchase the
product from. The reason a person shops at a certain store are called
patronage buying motives and include:
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(1) Feeling comfortable in the store
(2) Having people like themselves shopping in the store
(3) An environment that reflects their values
iii) Successful retailers evaluate their target customers carefully and design
their stores accordingly.
iv) It is important to understand customer satisfaction because that is what the
marketing concept is built on.
(1) Customer satisfaction is based upon a comparison between the
consumers expectations before using a product and his actual
experience with the product.
(2) A consumer is satisfied when the product experience equals or exceeds
expectations.
(3) A consumer is dissatisfied when the experience falls short of
expectations.
(4) Marketers can influence consumers expectations through advertising
claims and sales presentations.
(5) Marketers can influence the consumers experience through the quality
of the product.
i) Post-Purchase Behavior can influence repeat sales and what the buyers tell
other about the product.
(1) In all but the most routine purchases, consumers may experience
anxieties that are explained by the theory of cognitive dissonance.
Cognitive Dissonance is any time there is inconsistency in a persons
cognitions such as knowledge, attitudes, Beliefs, and values.
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(2) Post purchase dissonance occurs because each of the alternatives
considered by the consumer has both advantages and disadvantages. So
even the selected product has some drawbacks while rejected
alternatives have some advantages.
(3) Dissonance typically increases as:
(i) The dollar value of the purchase increases
(ii) The degree of similarity between items selected and items
rejected increases
(iii) The relative importance of the decision increases.
(4) To help reduce post purchase dissonance consumers:
(i) Avoid information that is likely to increase dissonance
(ii) Seek out information that reinforces the selected product; and
(iii) Spend more time in pre-decision evaluations.
(5) Marketers can help reduce dissonance through:
(i) Reassuring buyers through their advertising and personal
selling
(ii) Giving quality post-sale service.
A GENERAL SET OF QUESTIONS FOR UNDERSTANDING BUYER
BEHAVIOR MIGHT INCLUDE:
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1. Who initiates the buying process?
2. What event or factor stimulates a need to purchase?
3. What are the constraints associated with the decision?
4. Is this a one time or repetitive purchase situation?
5. What criteria are used to evaluate alternative products?
6. How are these criteria set? Which criteria are most important and how will they
change over time?
7. Whose opinions influence the evaluation of alternative purchases?
8. Who makes the final buying decision, and does any one individual have effective
veto power?
9. Who implements the actual purchase transaction?
10. Who uses the product once the purchase has been made?
Action Steps for Behavior Change
This is a circular process. Working through steps 2, 3 and 4 may lead to redefining
the objective in step 1.
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Just providing information has a limited effect on behavior . There is no clear
causal relationship between providing information and changing behavior.
a. Learn about your customer or audience. What do they know? Care about?
Think about? Who influences them?
b. Address the barriers to changing behavior. Barriers may be external (it
costs too much, technology isnt available, laws are conflicting) or personal (the
person doesnt recognize the problem, doesnt know what to do, doesnt consider
it a priority, thinks its too hard).
1. Getting involved is the first step to making a commitment, and making a
commitment makes people more likely to act. Small commitments lead to big
ones. Start by getting the shop owner involved in a visit. Then ask them to sign a
form stating changes they will make.
2. Feedback and follow-up are important. Feedback gives people cues about the
impacts of their behavior changes. Additional contact is also very important in
motivating people to stick with a task.
3. People will listen first to their friends or relatives, or others they see as
credible. What they hear at a dinner party will have more weight than a
comprehensive data summary.
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4. Change agents and role models are important. A few people in a group will
typically adopt innovative ideas and behaviors first, and spread them through the
group. Find these people and help them successfully adopt a new behavior.
5. Changing attitudes may not change behavior.
There is no strong, direct or consistent relationship between attitudes
and subsequent action.
6. Incentives may help change short-term, but probably not long-term,
behavior. People may respond to incentives by changing their behavior, but when
the reward is removed, they generally revert to their original behavior.
7. If you need to provide information, present it effectively.
People are more likely to pay attention to information that is:
Vivid: Use language that conjures up a vivid and memorable image, or provide
a demonstration that will stick in someones mind.
Personal: Make statistical data personally relevant. Talk about personal
consequences or refer to a group with which the person identifies.
Specific and concrete: Tell them how to do the behavior you want them to do.
Stated in terms of loss rather than gain: Focus on showing people or
businesses how much they are losing every month or year by not doing a
specific behavior.
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Told as a story: Use success stories as a motivating example.
Emotional: People tend to be persuaded more by emotional messages than
logical ones.
Statement of the Problem:
Milk is an essential Commodity and we cant choose any market
segment because all people are our target customers.
Now a day there is a neck to neck competition between different
brands of milk producers. Each brand his its own significance and is available with
some difference in Price, Quality and FAT content compared to competing brand.
Management Problem:
As there is a high demand for pasteurized milk now a days,
but to the Company is facing with the problem of decrease in sales of SRIKRISHNA
MILK in the Haliyal city.
Research Problem:
The study was made to understand the factors which have led
consumer to buy the SRIKRISHNA MILK and the factors which have made
consumer to adopt different brands rather than SRIKRISHNA MILK
Purpose of the Study
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The purpose of the study is to get practical knowledge and to get experience
and also to know the various challenges that are faced in the corporate world. The
main intention of choosing this topic is to study/to know-
1 Customers buying factors and their expectations towards Sri Krishna Milk.
2 To know the reasons for decrease in sales.
3 This project helps to improve the market share in the Haliyal city.
Scope of the Study:
The study was confined to the part of Haliyal city covering various
Areas like:--
1 Tilak road 2. Jawhar road3. V.R.Deshpane road 4. Bus stand road
5. Indira Nagar 6.Sadashiv Nagar 7.Fort road 8. Belgaum road
9.Dharwad road 10. Collage road.
Are based on the Market survey through Questionnaires . The total
number of Samples being 100 Customers and 30 Agents .
Objectives of the Study:
Research Objectives:
1. To determine the Awareness level of SRIKRISHNA MILK
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2. To study the Customer response and expectations
towards
SRI KRISHNA MILK3. To Know the Reasons for decrease in the Market Share of
SRI KRISHNA MILK
4. To study the factors influencing consumer to buy for a
Particular brand
5. To know the Retailers response and expectations towards
SRI KRISHNA MILK
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CONTENTS
- Organization profile
- Organization chart
- Sampling
- Research Design
- Data collection methods
- Measuring tools
SRIKRISHNA MILK (P) LTD., Kirwatti,
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COMPANY OVERVIEW
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SRIKRISHNA MILK (P) LTD
Name of the Company : SRIKRISHNA MILK (P) LTD.
Address of the Company : SRIKRISHNA MILK (P) LTD.
Sri Krishna Giri,
National Highway No.63
Kirwatti.(N.K)
Year of Establishment : 1st of August 1989.
Type of Unit : Small Scale Unit.
Max Operating Capacity : 45000 to 50000 Liters / day
Main Raw Material : Milk
GUIDELINES FOR THE UNION.
1. Honesty
2. Discipline
3. Quality at all stage
4. Mutual co-operation and Respect
5. Transparency
6. Hard work and sincerity
Objectives of Sri Krishna milk (p) ltd.
1. The main objective is to develop the members by procuring good
Quality milk .
2. To provide high quality to the continuous changing market and to increase the
position of union in introducing milk and milk products.
3. Honesty striving to become one of the best diarie in Karnataka State.
4. To achieve economies of scale to ensure max returns to milk producers.
5. To facilitate middlemen & organized institutions to be removed & managed
by milk producers themselves.
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COMPANY PROFILE
Sri Krishna Milk (P) Ltd was incorporated on 1st of August 1989. the founder of the
dairy is Shri. G.S.Kamath . The factory situated on the National Highway No.63 in
Kirwatti.
Sri Krishna Milk (P) Ltd is a pioneer in Milk factory in
Karnataka, which was started by the direction of Shri.G.S.Kamath. the total area of
industry 8 acres.
The group believes that the excellence is the only bench mark, hence it
has always sought and obtained the very best technologies to ensure top class
manufacturing.
MISSION OF THE COMPANY:
To Improve Quality & Quantity of their products and services by
promoting healthy practices with economical operations and with an aim to service
ultimate consumers to their utmost satisfaction at affordable price with an
optimization of groups wealth.
The company has owned land because a land has no. of advantages they as follows:-
ADVANTAGES
Easy Transportation
No municipal actions
Easy to getting local raw milk
Easy to the village employees and workers for doing a job etc.
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The company providing employment opportunities to many poor people in that
related village area.
The factorys per day production capacity is 50,000 liter of milk product.
Sri Krishna has manpower of 55 with including skilled, semi skilled and unskilled
labors and about 29 Administration employees.
The company is making day to day turnover of about is Rs.6, 00,000/-. The company
has too much goodwill in market and as the companys total investment is Rs.5, 92,
75,971/- for the date of 2006 December 31st.
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GENERALMANAGER
Functions:
To see and handle the work with govt. department like Labour dept and
coordination with heads of the department.
To have the proper co ordination between the office staff, production dept.,
heads, lab our e.g.
The quality conscious aspect.
To present the order from to M.D about the quality & quantity & the type
quality required for the further step of production.
To see that the sales required during the week, month, year are achievedagainst the target set.
QUALITY:
Discipline .
Sincerity.
Optimistic.
Honest.
Quality & quantity conscious.
POWER:
Signature for Banking.
Authority to sign consignment like purchase or sales.
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HR MANAGER
FUNCTIONS:
Labour control.
New Labour selection or recruitment .
Arrangement of Labour welfare .
Payment of salary & wages .
Providing mess facility .
Maintain discipline among the workers .
ACCOUNT MANAGER
FUNCTIONS:
Maintain financial record.
Making annual report for the financial matter.
Sending daily or weekly report to the top management.
PRODUCTION MANAGER
FUNCTIONS:
Maintain quality of product.
Control cost production.
Control wastage of milk.
Purchasing the right quality & quantity of milk.
SALES ASST. MANAGER
FUNCTIONS:
Day to day supply the milk product to the market or agent.
Sending the report of the sales to the tope management.
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MARKETING ASST. MANAGER
FUNCTIONS:
Making advertisement of the product.
Looking to the marketing changes.
Looking to the needs & wants of the customers.
Looking the opportunity to launching a new product.
Expand the market.
Control the advertisement cost.
Sending the report about the market environment to the top management.
INDUSTRIAL DEPARTMENTS
There are several departments of the company which are as follows.
1) PRODUCTION DEPARTMENT.
Under this department there are several sections
such as
Maintenance section
Laboratory section
Packing section
Dispatch section
Dock section
Thus all the above sections briefly explained with their functions as follows.
MAINTENANCE DEPARTMENT
It is managed by the in charge PRASHANT.PAI. He is under
worked for operators this is shown in the chart.
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INCHARGE
ELECTRICAL MACHINE CHILLING HELPERS
OPERATOR OPERATOR OPERATOR
FUNCTIONS OF OPERATOR:
Electrical operator is engaged only in electrical work & checks the damages
etc..,
Machine operator is engaged only in machine operating & checks the damages
etc..,
Chilling operator is engaged only in maintaining the degree of cooling &
check the damages etc..,
Helpers are engaged only in helping the all three operators.
FUCTIONS OF INCHARGE:
Maintaining the machine.
Purchase electrical goods.
Day to Day checking the machines.
Weekly sending the reports about the machines maintenance to the top
management.
Control the maintenance cost.
Take care about the pollution.
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LABORATORY SECTION:
It is managed by In charge Nagesh Gunga. Under him there are only one
operator & one helper.
Factions
Testing the milk.
Checking the degree of fat
Fat should be
Cow milk 3.5% to 4%
Buffalo milk 6% to 7%
Checking the degree of S.N.F (solid not fat)
S.N.F should be
Cow milk 8.5%
Buffalo milk 9%
Checking the degree of Acidity
Acidity should be
Both milk 0.135% to 0.14%
Checking the degree of Soda, Sugar, Salt, & Urea. This adulterates
the milk.
Checking on the basis of Correct Lactometer Reading.
Checking on the basis of Clot On Boiling.
Then the report should be send to the production manager or purchase asst
manager.
Thus all the above test are required to check the milk & also purchase the right
quality of milk.
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PACKING SECTION:
There are 3 packing machines under this work 2 supervisors & 7 workers
are worked. The timing is morning 9am to evening 5pm 1st shift & evening 5pm to
12pm 2nd shift.
FUNCTIONS
Checking the leakage of the machine.
Machine maintenance.
Checking the quantity of packing of the Milk.
Control the wastage of Milk.
Taking the order from middle management.
Maintain a discipline among the workers.
DISPATCH SECTIONS:
Under this section there are 10 workers in that 1 supervisor.
FUNCTIONS:
Loading the Milk packs.
Checking the damage packs.
Checking the loading quantity.
Keeping the dispatch report.
Taking the order to making dispatch from the middle management.
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DOCK SECTION :
Under this section there are 8 lady wor
FUNCTIONS :
Cleaning the can & trays.
Checking the quantity of can & trays.
Checking the damage of cans & trays. to th
Sending the report of cans & trays e supervisor or middle management.
PRODUCTION PROCESS
Production process of the company is 19 to 20 hours.
Where,
Morning 6 to Evening 2 1st shift
Evening 2 to Night 10 2nd shift
DAILY WASTAGE
During the production process daily wastage of milk is 4 to 5 ltr.
COOLING
Degree of cooling is 5oc
CHEMICALS
Caustic & Acid chemicals using for cleaning or washing the machines,
cans, trays e.t.c
ELECTRIC BILL
Factorys per month electrical bill is about Rs 200,000/-
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RESEARCH & DEVELOPMENT DEPARTMENT
This is most important department of the production section. R&D helps in
thee development of new varieties with respect to competition in the market. To
meet the customers huge requirements, for this the company conducts market
research & survey, experimenting & developing a suitable product.
RAW MATERIAL DEPARTMENT
Purchasing is the first element in process of material management. It is
closely related to production & marketing departments of an organization. Success of
other department of an manufacturing undertaking largely depends on the success of
its purchasing department.
S.M (P) LTD does not have any separate purchase department. It is
having only the raw materials department, which look after the functions of store
keeping and supplying the goods as and when required by the production department.
Purchase order is given by the store division. Purchase order is placed on the
basis of the stock report. Purchase order contains clearly the terms & conditions viz.,
price, quantity, time of delivery e.t.c
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The task of receiving the goods are entrusted to the raw material office at
S.M. (P) Ltd., Kirwatti. The officer in receipt of goods inspects the lorry receipts,
papers & compares the details given in the invoice with the actual goods. If goods are
founds according to the description, the same will be informed account
department through goods receipt note.
The raw material are purchased daily. The quantity of raw milk purchased
is about 50,000 liter per day.
THERE ARE MAINLY TOW TYPE OF RAW MILK
Cow milk
Buffalo milk
PURCHASING THE RAW MILK FROM THE STATE OF
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QUALITY CONTROL DEPARTMENT
This is the most important department of the company. It is related
to R & D department without the approval of this department. The goods produced
can not be dispatched. The quality, superiority & defects of the raw milk are
examined in this department. The department is very much responsible for the quality
of the product.
Hence, it sees though the milk product produced is of the best quality.
Ever since the procurement of the raw milk till the dispatch of the final product of the
milk the function of the observation & examination of the quality department is keen
& careful.
Quality control department finds an important place in the production
process. following are the measures taken by quality control department in the
production process.
Name of the state place
Andrapradesh Chandra dairy
Tamilnadu Sai lakshmi dairy
Maharastra Kholhapur dairy,sawanthwadi &
pandarpure.
Karnataka local
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Purchase right quality & quantity of raw milk.
A providing training to workers.
Maintain discipline among the workers such as Uniform, Head covers, Hand
gloves, Mouth covers & shoes e.t.c
Using clean water for the production process.
Day to day cleaning the machines, e.t.c
It is also fallen in the categories of control the cost of production, following are the
measures taken by the quality control department in the production process.
Providing training to the workers.
Control the wastage.
Increase productivity.
Providing optimum salary & wages to the workers.
Purchase right quality of raw milk in right time & with a affordable price.
Employ skilled workers.
HUMAN RESUORCE DEPARTMENT
Men, Material, Money are regarded as the there significant factors of
production. Human beings constitute the organization at all levels and are regards as
the only dynamic factor of production. A business unit comes into existence with
certain well defined objectives. The management means an effort to co-ordinate the
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human resource in such a manner that Organizational objectives are achieved. It is not
very difficult material resources, but without efficient use of human resource,
management can never accomplish objectives of the undertaking.
HR Management is that part of management, which is concerned with people
at work and their interpersonal relations. It is preliminary concerned with the efficient
utilization and conservation of these resources.
It is also concerned with formulation of the personnel policies with regard to
recruitment, selection, job-evaluation, merit rating, performance appraisal, working
condition etc.
The GM heads the HR department Sri Krishna Milk (P) Ltd. under him HR
manager, Training Officer, PF & ESI Officer etc. who report directly to a General
Manager.
The HR department is concerned with the following functions.
Recruitment & Selection.
Training of new employees.
Wages determination.
Labour welfare.
Transfer, promotion & demotion.
Recruitment & Selection:
Recruitment is positive process of searching for prospective candidates and
stimulating theme to apply for the job.
The HR department in Sri Krishna Milk(P) Ltd uses both the internal and
external source for recruitment of employees. Every week or monthly temporary or
casual workers recruitment is done in the company.
Basic Recruitment for Selection for Workers
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Training of new employees
The company provides training for both skilled & unskilled workers once in
a month. Training also given the other staff.
Wages determination
Wages determination is the responsibility of the top management. The
organization follows time wage system, method of wage payment i.e. wages are paid
on the time devoted to the factory rather then the goods produced.
Labour welfare
The statutory facility provided in this regard are.
Canteen.
Rest rooms & Lunch rooms.
Health care.
MALE FEMALE
AppearanceHealthy Healthy
Age18 to 25 yrs 18 to 25 yrs
Height5 to 6 ft 4.9 to 5.5 ft
Weight 50kg 40kgQualification
7th pass/fail 7th pass/fail
Language Marathi,
Kannada &Hindi
Marathi,
Kannada &Hindi
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Transfer, promotion & demotion
The HR department on the basis of department recommendations performs
these acts. Promotion is mainly based on the performance of the employees & not on
experience.
TRAINING DEPARTMENT
Sri Krishna Milk (p) Ltd believes that people are its biggest assets. The group
encourages its people to achieve this full potential by giving them opportunities for
continuous growth. Making every effort to stimulate & develop them by setting up &
transparent communication system it gives training to new workers& also to them
who are working in the company.
It covers following topics:
Introduction about factory.
Introduction of management body.
Introduction about different sections of the factory.
Introduction to seniors. e.t.c
MARKETING & SALES DEPARTMENT
THE company is not directly involved in marketing to final consumers
but the product is sent to the depots. These distributors / depots are involved in
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marketing or selling the product. The produced milk products are sent to all the
depots.
Ankola
Bangalore
Bagalkot
Bijapur
Davengere
Hubli
Mundgod
Sirsi
Yellapur
GOA STATE
DISPATCH
The packing department prepares daily packing report & sent to the dispatch
in charge. The dispatch head which is authenticated by the Central Excise Office will
prepare daily production report. Then the goods are transferred from packing
department to excise godown on an average daily production is nearly 50,000 ltr. In
one truck nearly 2000 liters can be dispatched.
INVOICE SYSTEM
Moderate invoice is must, without it the transport vehicle is not allowed to
unload. This is also called transport copy. Original copy is sent to the depot & extra
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copies are sent with the transport vehicle. Gate pass is given for the securitys for the
clearance of truck or tankers from the premises.
MARKET
The production is depends upon market demand. As & when they get demand
they produce & dispose the goods to market. There is a fixed price for goods.
As & when the demand increase, price not increases because price is fixed.
SALES
The sales tern over of s.m.(p) ltd per day is approximately Rs 165 lakhs.
PICRE OF THE PRODUCT
PRODUCT PRICE PER LTR /
KG
Natural Rich Milk17
Toned milk15
7 AM 13
Gold milk 15
Curds 12
Ghee 150
Pedha 125
Lassi 30
Masala butter milk 15
FACTORYS SALES PER DAY:
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NAME OF THE
PRODUCT
SALES LITER / TONS
Natural rich milk 20,000 ltr
Toned milk 10,000 ltr
7 A.M 4,000 ltr
Curds 2,800 ltrDouble toned milk 2,000 ltr
Gold milk 5,00 ltr
Lassi 3,00 ltr
Masala butter milk 1,50 ltr
Ghee 20 to 25 tons / month
pheda orderly
MODE OF TRANSPORTATION:
The company involves only public vehicles by giving different rates /
price for per klm.
Type ofvehicles
No. ofvehicles
Rateper/klm(Rs)
Tankers 8 11.50
Trucks 4 8.50
Jeeps 2 7.50
GHEE PACKETS & PRICE
S.M (P) LTD offer ghee to the market in to different packets.
Packs of ghee Price (Rs)200ml 32500ml 77
1000ml 150
500ml pet jar 84500ml aluminum pouch 8050ml Al. pouch 10
15 kg tins 2400
CHANNELS OF DISTRIBUTION
S.M.(P) LTD has number of channels of distribution of milk product.
They are as follows-
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Ankola Bagalkot Bangalore
Bijapur Dharwad Davangere
Gokarna Haliyal Hubli
Karwar Mungod Manglore
yellepur Local area
CONTENTS OF THE MILK PRODUCTS
PRODUCTS CONTETS
Natural Rich Milk Fat 4.5% - S.N.F 8.5%
Toned Milk Fat 3.5% - S.N.F 8.5%Double Toned Milk Fat 1.5 S.N.F 9 %
7 A.M Milk Fat 3.5% - S.N.F 8.5%Gold Milk Fat 6.09% - S.N.F 9%
Lassi Curds, SugarMasala Butter Milk Salt, Pepper,Chilly,
Ginger,Corinder
EXPIRY DATE OF EACH PRODUCT
Under Refrigerator condition.
Products Expiry date / month
Milk 2 days
Pheda 5 days
Ghee 6 months
Lassi 2 days
Butter milk 2 days
Curds 2 days
UTILITIES
Power 2500 unit perdays
Diesel 200 ltrWater 80,000 ltr
MARKETING STRATERGIES:
The company has following strategies as follows.
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To increase the sales decrease the price for a particular period. (Demand
Marketing)
To special discounts
To special offers
ADVERTISEMENT:
The company makes a advertisement to the following
Banners.
Boards.
Hand bills.
T.V adds.
Radio.
News paper. etc.
COMPETITORS:
The competitors for s.m. (p) ltd, are
Arokya Milk
Bharat Milk
Nandini Milk
Sahayadri Milk
CONSUMER DISTRIBUTION CHANNEL:
The company has 2 level distribution channels for a consumer market.
ADVANTAGES:
MANUFACTURER RETAILERS END CONSUMERS
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Less costly.
Easy to transportation.
There is no wholesaler or agent between the manufacturer & retailers.
Easy to purchase / delivery of the product to the customers
ACCOUNT DEPARTMENT
In this department the financial accounts of the companies transactions
are properly maintained. Most of the accounting work is done on the computers
to maintain accuracy of the accounts. The accounting procedure is based on the
usual accounting principals. To maintain the day to day case transactions of the
company. The day book with cash & bank columns are maintained. It also
maintains the journal, ledger & subsidiary books.
Closing of the accounts is done on 31st of march every year. At the end of
the accounting period trading account, profit & loss account & balance sheet is
prepared to ascertain the profit or loss made by the company in that particular
year. The final accounting reports are submitted to the management. the company
auditors do final auditing.
16 YEARS SUCCESSFUL PERFORMANCE
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FINANCE
16 years performance of the company was increased in the finance,
made better profit year to year. Still the company investment is 5,92,75,971.
QUALITY
16 year performance of the company was increased the quality of
the product and also the range of the product. firstly the company was introduced only
double toned milk and toned milk but today the company was introduced number of
products such as Ghee, Butter milk, Pedha, Gold milk, Natural rich milk,& 7Ammilk
with a affordable price.
QUANTITY
16 year successful performance of the company was increased the
quantity of the products. Initially they produce only 5,00 ltr of milk per day. Today
they produce 50,000 ltr of milk.
The companys general manager expressed that it is well
performance result. It is a great effort of the company groups and management
system. they were happy with increasing productivity of the milk to 45,500 ltr.
The general manager also said that they were intended to
pass the productivity mark up to 75,000 liter per day.
FUTURE OUT LOOK
With a view to with stand the competition as well as adverse natural
climates, the company had set up task force in a regard to procurement, production
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and marketing the finance of the company are also monitored on regular intervals
with their measures the director state that the future of the company is stable.
The company is also exploring the avenue of the product
diversification to increase its profitability. The director state that to create a
competition edge, the company following quality standards & would go for ISO
certification in near future
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Um is PRODUCTS OF SRIKRISHNA MILK (P) LTD.
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North kanras most favorite milk. SRI KRISHNA
MILK Toned Fresh and Pure milk containing 3.5% fat and
8.5% SNF. Available in 500ml and 1ltr packs
SRIKRISHNA MILKHomogenized Milk is pure milk
which is homogenized and pasteurized. Consistent right
through, it gives you more cups of tea or coffee and is easily
digestible
Full Cream milk. Containing 6% Fat and 9 % SNF.A
rich, creamier and tastier milk, Ideal for preparing home-made
sweets & savories.
SRIKRISHNA MILK spiced Butter Milk is a
refreshing health drink. It is made from quality curds and is
blended with fresh green chilies, green coriander leaves,
asafetida and fresh ginger. SRIKRISHNA MILKspiced butter
promotes health and easy digestion.
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Curd made from pure milk. It's thick and delicious. Giving you all the goodness of
homemade curds
A taste of purity. SRIKRISHNA MILK Ghee, made
from pure butter. It is fresh and pure with a delicious flavor.
Hygienically manufactured and packed in a special pack to
retain the goodness of pure ghee.
Sterilized flavored milk, a nutritious and healthy drink and an all-season
wholesome drink available in different flavors - Apart from refreshing energy.
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ORGANIZATIONAL STRUCTURE
Sri Krishna milk (p) ltd. s fallen in the category of line & staff organization.
STAFF ORGANIZATION:
It means providing advice & policy guideline to executives.
R&D staff R&D staff.
ADVT advisor.
Marketing
Consultant.
CHAIRMAN
BOARD OF
DIRECTORS
General ManagerFinancialAdvisor
Management
advisor
MarketingmanagerProductionmanager
Sales asst.manager
Agent
supervisor
workers
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Above chart shows that the chairman & board of directors will make a decision about
the flow of finance, production process & marketing e.t.c & make their policies
to help the General Manager.
Board of directors appoint a financial advisor & management advisor to guide
the General Manager in his affair. Financial advisor guides about the investment or
finance, production, marketing e.t.c & also guide about the how to control the cost of
each department.
Management advisor guides about how to behave among the each department
& section & about the quality control measures & about the discipline in the
organization e.t.c
Production manger guided by the R&D department about the how to produce a
product, their varieties & also market analysis & about the control of cost of
production & quality control measures e.t.c
Marketing manager guided by the advertising advisor & market research
consultancy. Here advertising advisor guides about how to make a advertisement,
how to control cost of advertising & when to make advertisement in the market
for better & effective performance.
Market research consultancy guides about the market changes, market
competitions, consumer needs & wants, type of products is launched, how to
make a market analysis e.t.c
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LINE ORGANIZATION:
It means person who are to carry out tasks.
CHAIRMAN
BOARD OF DIRECTORS
GENERAL MANAGER
ADM OFFICER A/C MANAGER H R MANAGERPROD. MGR
SUPERVISOR
LAB
PLANT
PRODUCTION
PACKING
ICE PLANT
STORES
DOCK
DISPATCH
LOADER
TRANSPORTATION
HELPERS
SECURITY
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Sampling:
Representation of a particular population. And is the subset of the
population. Concerned to my project, in a city like Haliyal where a population of
more than 25000 exists each persons opinion can not be sought. So the respondents
were chosen randomly from different areas of Haliyal.
The kind of sample taken for this study report is
Stratified Random sampling one where the population is divided into mutually
exclusive and mutually exhaustive strata or sub-groups and then a simple random
sample is selected within each of the strata or sub group. Thus the population is
divided into different strata on the basis of regions.
They include cluster, multi stage and area sampling. Hence the sample taken for this
study is Area sampling with the size of 100 Respondents and 30 Agents in an Haliyal
city.
Area Sampling:
It is a form of Multi stage sampling in which maps, rather than lists
or registers, are used as the sampling frame. In area sampling, the overall area to
be covered in a survey is divided into several smaller areas within which a random
sample is selected. However, Stratification in area sampling is based on
geographical considerations.
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SAMPLING PROCESS:
1. Population: People from the Haliyal.
2. Sampling frame : Household and resellers (agents)
3. Sampling unit: Milk buyers and agents.
4. Sampling size: 100 household customer and 30 agents.
5. Sampling Method: Stratified Random sampling.
(Area Sampling)
Survey Technique:
Once the researcher has decided to go for the survey method for
collecting the required Primary data. Then he should take a right decision among the
various survey techniques. Then various techniques are:
Personal Interview
Mail survey
Telephone Survey
Questionnaire
I have chosen the Questionnaire technique or method for the survey.
Research Design:
The research study was made keeping in mind the various
factors that were worked out in informal discussion with the SRI KRISHNA MILK
(P) LTD, that would be included as a research object and the study can be based on
the objectives.
Steps in the Research Design
Define the research problem
Estimate the value of Information
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Select the data collection method
Select the measurement technique
Select the Sample
Select the Analytical Approach
Evaluate the ethics of the Research
Specify time and financial cost
Prepare the Research Proposal
1. Define the research problem
To know customer and agents response and expectations towards
Krishna Milk the Haliyal.
2. Estimate the value of Information
The value of information should exceed the expected cost. I am
conducting the sample survey method; because the population is very high &
sample size for my research will 130 in number.
Step 3: Select the data collection method:
Decided to go for survey methods i.e., stratified random sample. Using
the questionnaire conducting the survey and using Dichotomous (close-ended), rating
scale and open-ended questions.
Step 4: Select the measurement technique:
Descriptive type of research, using the questionnaire with rating scale,
open & close- ended questions.
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Step 5: Select the sample:
The sample would be the both customers as well as the agents of Sri
Krishna milk, with different areas within Haliyal City.
Step 6: Select the Analytical Approach:
Analyzing the collected information with the help of percentages (%)
using SPSS 11.00 student version And MS-Excel software.
Step 7: Evaluate the ethics of the Research:
The collected information (data) will be used for solving the
management problem and not for any non-ethical objects; the main objectives will be
addressed.
Step 8: Specify time & financial cost:
Time needed is Four months (32 weeks) and the financial costs are,
Daily expenses about 30/- for two months it would be,
1800/-
Stationary and Printing about,
2500/-
Total financial cost = 1800 + 2500 = 4300/-
Step 9: Prepare the Research Proposal:
My understanding of his project is as follows,
As the Sales of Sri Krishna Milk were going down from few years
in the Haliyal city, So the management wants to know what are the Customers as well
as agents expectation and responses towards Sri Krishna milk.
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For this purpose there was need to know the Consumer Behavior
towards the Sri Krishna milk.
Data Collection Methods:
The information necessary for this research study is
collected by tapping primary and secondary sources. The sources are as follows:
Primary Sources:
a) Questionnaire
b) Personal interaction
Secondary Sources:
a) Company Websites
b) Related Information from Internet
c) Company Reports Books and Publications.
Measuring Tools:
The measurement and evaluation of the data is done using
statistical tools and techniques such as simple percentage method, mean, graphical
representation with help of data code sheet using MS Excel and SPSS software.
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CONTENTS
- Results & discussion with graphs & chart
- Conclusion, a proposed action plan with resource requirements
DATA ANALYSIS AND INTERPRETATION
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Consumer Survey:
The Consumer survey was conducted in 100 household in the
selected areas of the city by Convenience Sampling method. The respondents were asked
to fill in a questionnaire along with which a free discussion with them helped us to get the
required information. Adequate care was taken to take the appropriate representations
from all sections of the society. Thus obtaining more information about the preference of
such customers was more important. The aim of this survey was not to estimate the
market share of the union but to obtain insights into the preferences of the consumers
with complaints from Sri Krishna milk.
When professional market researchers ask their clients how
accurate any data should be, the answer is often such as very accurate or as accurate as
possible. However accuracy, at least where fieldwork is involved, has a price and as a
general rule, increases in accuracy not only cost more but cost disproportionately more.
A high level of accuracy is not always needed to meet the overall research objective. If a
company is entering a new market, where common sense and observation tells us the
market is huge, there may be little point in spending lots of money closely measuring its
size. An approximation will do and the money saved may be better spent on some other
information need.
GRAPHS
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Q2. Consumption of milk per day?
StatisticsN Valid 100
Missing 0Consumption per day
Frequency Percent ValidPercent
CumulativePercent
Valid "500Ml" 40 40.0 40.0 40.0
"1 Liter" 36 36.0 36.0 76.0
"2 Liter ormore"
24 24.0 24.0 100.0
Total 100 100.0 100.0
consumption per day
consumption per day
"2 Liter or more""1 Liter""500Ml"
Percent
50
40
30
20
10
0
Respondents:-100
Interpretation:
From the above graph it is clear that out of the total respondents 40 %
respondents consume only liter per day. 36% respondents consume one liter per day
and rest 24% respondents consume 2 or more liters per day.
So Survey Says that give more stress on and liter to improve sale .
3) Awareness level of Krishna milk
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StatisticsN Valid 100
Missing 0Aware of Krishna Milk
Frequency Percent Valid Percent CumulativePercent
Valid "Yes" 86 86.0 86.0 86.0
"No" 14 14.0 14.0 100.0
Total 100 100.0 100.0
Aware of Krishna Milk
"No"
"Yes"
Interpretation:
From the graph it is clear that 86 % of the people are aware of Krishna
milk and 14 % of the samples are not aware. These14 % are specially observed (since
some of them are illiterate and some of them have just come to Haliyal). Its really good
that many people are aware about Sri Krishna and its products from the company point of
view
4) Purchase of Krishna milk
StatisticsN Valid 86
Missing 14
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Purchase of Krishna MilkFrequenc
yPercent Valid
PercentCumulative Percent
Valid "Yes" 56 56.0 65.1 65.1"No" 30 30.0 34.9 100.0Total 86 86.0 100.0
Missing System 14 14.0Total 100 100.0
Purchase of Krishna Milk
Purchase of Krishna Milk
"No""Yes"
Percent
70
60
50
40
30
20
10
0
Interpretation:
In the market various brands of milk are available Out of 86 respondents
56 (65%)of them are consuming Krishna milk. 30 of them are buying other brand milks.
5) Where do you Purchase Krishna milk?
StatisticsN Valid 56
Missing 44
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Where do you purchase Krishna Milk
Frequency
Percent ValidPercent
Cumulative Percent
Valid "MilkParlors"
25 25.0 44.6 44.6
"GroceryStores"
18 18.0 32.1 76.8
"Bakery" 8 8.0 14.3 91.1"Other" 5 5.0 8.9 100.0
Total 56 56.0 100.0Missing System 44 44.0
Total 100 100.0
Where do you purchase Krishna Milk
Where do you purchase Krishna Milk
"Other""Bakery""Grocery Stores""Milk Parlors"
Percent
50
40
30
20
10
0
Interpretation:
Fromthe respondents who buy the Krishna milk it is been found that
44% respondents buy from milk parlors, 32% respondents buy from grocery stores,
15% buy from bakery and rest of 9% from other services like shops, houses etc.
Company has to make available the Krishna milk and its products where it is
necessary
6) Using Krishna milk for the Reason:
GoodFlavor Easily avilable
Reasonbleprice
Credit facility byagent
Brandname Cream Others
26 33 29 11 14 22 8
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Using Krishna milk for
2633
29
1114
22
8
0
5
10
15
20
25
30
35
Good
Flavor
Easily
avilable
Reasonble
price
Credit
facilityby
agent
Brand
name
Cream
Others
Q6
pariculars
percent
Series1 Series2
Interpretation:
The respondents who use Krishna milk say that
33% people use Krishna because of availability,
29% people use Krishna because of price
22% Respondents use because of cream coming
from milk, 26% respondents use because of the flavor
8% because of the good package and carrying
7) Satisfied with Krishna Milk
StatisticsN Valid 56
Missing 44
Satisfied with Krishna Milk
Frequency
Percent ValidPercent
Cumulative Percent
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Valid "Yes" 43 43.0 76.8 76.8"No" 13 13.0 23.2 100.0Total 56 56.0 100.0
Missing System 44 44.0Total 100 100.0
Satisfied with Krishna Milk
Satisfied with Krishna Milk
"No""Yes"
Percent
80
60
40
20
0
Interpretation:
The 56 respondents who use Krishna milk in that 43(76%) satisfy and43( 24%)
are not satisfied.
8) Do you Recommended Krishna milk to others
StatisticsN Valid 56
Missing 44
Recommend Krishna Milk
Frequenc Percent Valid Cumulativ
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y Percent e PercentValid "Yes" 39 39.0 69.6 69.6
"No" 17 17.0 30.4 100.0Total 56 56.0 100.0
Missing System 44 44.0Total 100 100.0
Recommend Krishna Milk
Recommend Krishna Milk
"No""Yes"
Percent
80
60
40
20
0
.
Interpretation:
This question was asked to the customers of Krishna Out of the 56
respondents 70% say that they have recommended the milk to others and 30% say
they havent. So company has good reputation in the minds of customer and it has to
maintain its quality
9) How did you come to know about Krishna?
StatisticsN Valid 56
Missing 44
Come to Know about Krishna
Frequenc
y
Percent Valid
Percent
Cumulativ
e Percent
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Valid "Friends" 16 16.0 28.6 28.6"Neighbor
s"12 12.0 21.4 50.0
"NewsPaper"
20 20.0 35.7 85.7
"Others" 8 8.0 14.3 100.0
Total 56 56.0 100.0Missing System 44 44.0
Total 100 100.0
Come to Know about Krishna
Come to Know about Krishna
"Others""New s Paper""Neighbous""Friends"
Percent
40
30
20
10
0
Interpretation
From the survey it is revealed that 35% respondents buy
because milk vendors and papers have influenced them to buy, and 28% because of
friends and 21% neighbors.
10) Does Advertisement drive you to milk?
Statistics
N Valid 56Missing 44
Advertisements drive to buy branded milk
Frequency
Percent ValidPercent
Cumulative Percent
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Valid "StronglyAgree"
11 11.0 19.6 19.6
"Agree" 16 16.0 28.6 48.2"No
opinion"20 20.0 35.7 83.9
"Disagree
"
6 6.0 10.7 94.6
"SDAgree"
3 3.0 5.4 100.0
Total 56 56.0 100.0Missing System 44 44.0
Total 100 100.0
Advertsements drive to buy branded milk
Advertsements drive to buy branded milk
"SDAgree""DisAgree""No openion""Agree""Strongly Agree"
Percent
40
30
20
10
0
Interpretation:
Almost 48% of the people believe that advertisements will drive them to
buy the milk and 35% are not sure about it. So Company has to make more
promotional activities i.e., advertisements to attract more people and to get the
customers.
11) Do you think Brand ambassador will influence you to buy
Milk?
StatisticsN Valid 56
Missing 44Brand Ambassadors will influence
Frequency
Percent ValidPercent
Cumulative Percent
Valid "Yes" 37 37.0 66.1 66.1"No" 19 19.0 33.9 100.0Total 56 56.0 100.0
Missing System 44 44.0
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Total 100 100.0
Brand Ambassadors will influence
Brand Ambassadors will influence
"No""Yes"
Percent
70
60
50
40
30
20
10
0
Interpretation
66% of the respondents believe that brand ambassador will really
make difference in buying and 34% of them dont believe in it.
11) Change/Shift to another brand?
StatisticsN Valid 56
Missing 44
Change/Shift to another BrandFrequenc
yPercent Valid
PercentCumulative Percent
Valid "Yes" 8 8.0 14.3 14.3"No" 48 48.0 85.7 100.0
Total 56 56.0 100.0
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Missing System 44 44.0Total 100 100.0
Change/Shift to another Brand
Change/Shift to another Brand
"No""Yes"
Percen
t
100
80
60
40
20
0
Interpretation
About 14% of the want to shift to another brand because of not
getting credit and also because of lack of freshness and quality .
15) Reasons for not using Krishna milk
Taste-less
Badodor
Highprice
Not
Availableeasily
OtherReason
4 4 2 15 5
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Reason for not using krishna milk
4 4
2
15
5
0
2
4
6
8
10
12
14
16
Taste-less Bad odor High price Not
Available
easily
Other
Reson
Particulars
Pecesnt
Series1
Series2
Interpretation:
From the survey it is revealed that most of the people i.e.about 30 out 15 (50%)
of the respondents dont buy for the reasonNot Available easily, 30 feel that not
getting credit facility, bad odor, less taste some of them feel it is mixed with
Powder and some of them feel that it is a mixture of cow and buffalo milk
16) Which milk do you buy
Gowlies Arokya Nandini Sahayadri
Any
other
20 5 9 5 5
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20
5
9
55
0
5
10
15
20
25
Gowlies Arokya Nandini Sahayadri Any other
Series1 Series2
Interpretation:
The respondents say that 20 out of 44 people use Gowlies because of vailability,
9 people use Nandini 5Arokya 5 sahayadri, 5 others.
17) When you choose particular brand which are the important
factors you look for?
GoodFlavor Availability Price Credit
Brandname Cream Others
17 26 24 19 11 20 12
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Choose Particular brand Imp Factors
17
2624
19
11
20
12
0
5
10
15
20
25
30
Good
Flavor
Avilablility Price Credit Brand
name
Cream Others
Particular
percent
Series1 Series2
Interpretation:
It is been observed thru the survey that the factors which are highly
influencing them or driving them to buy is about 20% look for cream, 26% look for
Availability, about 17% look for taste, about 24% look for price; about 19% look for
credit facility and rest of the 110%look for the brand name, package and other
essential services.
Data Code Sheet of Agents SurveyQ. No Q 2 Q 3 Q 4 Q 5 Q 6 Q 7
Samples
1 1 2 2 1 1 2
2 3 2 1 1 1 5
3 1 2 2 1 2 1
4 3 2 1 1 1 4
5 3 2 1 1 1 4
6 3 2 1 1 1 3
7 3 2 1 1 1 4
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8 2 2 2 1 2 4
9 2 2 1 1 1 1
10 3 1 2 1 1 4
11 3 2 1 1 1 2
12 3 2 2 2 1 4
13 3 2 1 1 2 314 4 2 2 2 1 4
15 2 2 2 1 1 3
16 3 1 2 1 1 3
17 2 2 2 2 2 3
18 2 2 2 1 1 3
19 2 2 2 2 1 2
20 2 2 1 1 1 5
21 2 2 2 1 1 3
22 3 2 1 2 2 3
23 3 2 2 1 1 324 3 2 2 2 1 2
25 3 2 2 1 1 4
26 4 2 1 2 2 1
27 2 2 2 1 1 4
28 2 2 1 2 1 3
29 2 2 2 1 1 1
30 1 1 1 1 2 3
2. Quality provided by Krishna Milk.
How do you feel about the Quality provided by Krishna Milk?Frequenc
yPercent Valid
PercentCumulative Percent
Valid Excellent 3 10.0 10.0 10.0good 11 36.7 36.7 46.7Okay 14 46.7 46.7 93.3Bad 2 6.7 6.7 100.0Total 30 100.0 100.0
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How do you feel about the Quality provided by
How do you feel about the Quality provided by Krishna Milk?
BadOkaygoodEcellent
Percent
50
40
30
20
10
0
Interpretation:
From the above graph it is clear that 90% of the agents are happy with
quality provided by the Krishna milk (p) ltd and 10% of the respondents say it is not
consistent in the quality.
3. Satisfied with the Commission given?
Do they give a Healthy/better commission?
Frequency
Percent ValidPercent
Cumulative Percent
Valid Yes 3 10.0 10.0 10.0NO 27 90.0 90.0 100.0
Total 30 100.0 100.0
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Do they give a Healthy/better commission?
NO
Yes
Interpretation:
90 % of the respondents say that they are not getting sufficient
commission compared to other brands and rest 10 % are just satisfactory.
4. Payment procedure Carried down in Krishna milk (p)ltd.
Are you happy with Payment procedure Carried down in Krishna milk(p)ltd?
Frequency
Percent ValidPercent
Cumulative Percent
Valid Yes 13 43.3 43.3 43.3NO 17 56.7 56.7 100.0Total 30 100.0 100.0
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Are you happy with Payment procedure Carrie
Are you happy with Payment procedure Carr ied down in Kirshan
NOYes
Percen
t
60
50
40
30
20
10
0
Interpretation:
Out of the 30 Respondents 60% of them complain that they are always
in a hurry to collect cash and rest 40% are bit satisfied.
5. Right time delivery of milk.
Do they give you right time delivery of milk?Frequenc
yPercent Valid
PercentCumulative Percent
Valid Yes 22 73.3 73.3 73.3NO 8 26.7 26.7 100.0
Total 30 100.0 100.0
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Do they give you right time delivery of milk?
NO
Yes
Interpretation:
Survey carried down of 30 agents 73% of them are happy with the
delivery of milk at right time and rest of 27% them are not satisfied. They say that in
afternoon time they dont come at regular time and sometimes in morning they come
at irregular time
6. They respond and take care of your Complaints.
Do they respond and take care of your Complaints?
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 23 76.7 76.7 76.7
NO 7 23.3 23.3 100.0
Total 30 100.0 100.0
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Do they respond and take care of your Compla
Do they respond and take care of your Complaints?
NOYes
Percent
80
60
40
20
0
Interpretation:
About 24% of 30 agents say that they never care about their complaints and
rests of 76 % of them say that sometimes they look down
7. How do you feel about the Treatment of Krishna milk (p)ltd
Representatives?
[1 Being lowest & 5 Being highest]
How do you feel about the Treatment of Krishna Representatives?
Frequency Percent Valid
Percent
Cumulativ
e Percent
Valid worst 4 13.3 13.3 13.3
bad 4 13.3 13.3 26.7
okay 11 36.7 36.7 63.3
good 9 30.0 30.0 93.3
excellent 2 6.7 6.7 100.0
Total 30 100.0 100.0
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14.3% users of Sri Krishna Milk who want to shift to another brand because
of credit, taste, freshness and replacement facility.
50% of the respondents dont buy because it is not available easily.
65% of the respondents look for flavor, price, availability and brand name.
90% of the agents are not happy with the commission provided by Sri Krishna
milk.
56.7% are not satisfied with the Payment procedure carried down by Sri
Krishna milk
73% agents are happy with delivery of milk at right time.
76% of agents say that Sri Krishna milk doesnt take care of their complaints.
60% of the agents are satisfied with the behavior of Sri Krishna milk
representatives.
SUGGESTIONS:
The study reveals that the awareness of the brand exits but the
more information has to be revealed about the different brands
of Sri Krishna milk available in the market.
The respondents demanded for the 250-ml packet. So if
possible Sri Krishna milk should think of it.
Respondents said that its taste is not good, not consistent in
the Quality and they dont give replacement facility for spoiled
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milk. So Sri Krishna milk should take steps by creating
awareness about that the milk is not adulterated.
Consumers need door delivery, so that they can get milk as like
gowlis. To compete with gowlis Sri Krishna milk should arrange
this service.
Many respondents complain about bad odor of Sri Krishna milk,
as milk is a perishable product so management should take
care about its hygiene and try to avoid more storage and they
should deliver the milk as early and as fresh as possible.
Company should try to provide credit facility schemes to
agents. So that he can give credit to the consumers and sell
more number of packets and capture more market.
Developing the town markets by placing some of the staff for
extension work. So that they can make arrangements for
people to get milk in their particular place at particular time.
To educate the people about the overall performance of Sri
Krishna milk Company should take necessary steps to enhance
more promotional activities like giving ads in newspapers, in
local channels and thru other media. (if possible Sri Krishna milk
can educate thru brand ambassador also)
Comparing to other brands agents are getting less commission.
So Sri Krishna milk should increase its commission, because
agents are the main connectors between Sri Krishna milk and
consumers.
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Company should open the grievance redressal cell, officer in
charge of this cell should ensure proper recording of the
grievances and attend the consumer and agents complaints
periodically he should inform the MD and MD could instruct the
concerned functional groups to take necessary actions.
Reasons for decline in Sales Volume of Sri Krishna milk :
On observing the sales trend for the past two years and survey
results it is quite sad to note that Sri Krishna milk (p) ltd is loosing its market share
and its sales in the concerned area. In the light of its poor performance, it is worth
while to analyze the reasons for the same which can be listed below:
1) The Price of the milk Packets.
2) Presence of other Brands.
3) Low Promotional Activity
4) Low Commission to the agents.
5) No favorable perception towards diary milk.
6) Gowlies milk is so preferred
7)More of the FAT content in private brands
1) The Price of the milk Packets.
The price of the milk packets was increased from .50paise to
1.50 paisa. The increase in the price took place at a wrong time when the many
competitors started entering into the market to capture the market share. This has
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Most of the consumers have a feeling that Sri Krishna milk
(p)ltd mixes powder and sells the reconstituted milk in the market. Though
reconstituted milk forms hardly around 5% of total sales. It is very difficult to
disassociate this feeling from the consumers mind. They also complain about the
fluctuating quality of milk.
5) Gowlies milk is so preferred:
Most of the consumers prefer purchasing milk from these
Gowlies as their milk is fresh and is being supplied at relatively cheaper rate. They
also deliver the milk at the door step of the consumers with credit facility.
7) More of the FAT content in private brands:
Most of the consumers on the market are not aware of the fat
i.e. Written on the packets. They test the quality of the milk by looking at the quantity
of the cream i.e. formed when boiled and they prefer the milk that gives more cream.
The following table shows fat content ofSri Krishna milk and other brands.
BRAND TM FCM STANDARD
Nandini 3.0% 6.0% 4.5%
Arokya 3.5% 6.6% ------------
Gokul 3.0% 6.3% -----------
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Krishna 3.0% 6.3% 5%
Suggestions to improve the Market in the Haliyal:
1).Need for a modified Commission structure
2).Incentive or presenting the gifts to the agents by fixing their targets.
3).Critical evaluation of agent structure
4). Strengthening the sales force
5). Extensive field work
CONCLUSION
Lastly to conclude it was a great experience to work at Sri
Krishna milk. I met so many faces in market, and got the meaning about the real
market. I came to know about the marketing strategies ofSri Krishna milk I got the
reasons for the like and dislike of people towards Sri Krishna milk.
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Comparing to other brands Sri Krishna milk (p) ltd has a
very well goodwill in the market. Even though it is facing some problems because of
Gowlies and other brands . So it should try to create awareness, provide good service
with good quality milk as well as it should motivate the dealers. I have found that Sri
Krishna milk (p)ltd is not concentrating on dealers, so dealers motivation is must.
The response of the people was very good towards Sri Krishna comparing to others.
It was welcome move by Sri Krishna milk (p) ltd that door
to door Survey is being arranged in due course at Haliyal city.
I wish Sri Krishna milk (p) ltd all the BEST and SUCCESS.
CONTENTS
- Executive Summary
- Appendix
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Questionnaire
- Bibliography
Questionnaire
Dear sir/madam,
Place: Haliyal
Locality: ________________
1. Name of the respondent: Sri / Smt
__________________________________________
Address
_________________________________________________________________
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_____________________________Phone:
____________________________________
2. Consumption per day: 500ml ; 1 liter ; 2 liter or more
3. Are you Aware of Krishna Milk?
1. Yes 2. No
(If no go to question no 16)
4. Do you purchase Krishna milk?
1. Yes 2. No
(If no go to question no 15)
5. Where do you purchase Krishna Milk?
1. Milk parlors 2. Grocery stores
3. Bakery 4. Any other place
6. You are using the Krishna Milk for:-
Good flavor ; Easily available ; Reasonable price
Credit facility by agents ; brand name ; Cream
If Any Other Reasons ______________
7. Are you satisfied with the Krishna Milk?
1. Yes 2 No
8. Do you recommend Krishna Milk to others?
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1. Yes 2.No
9. How did you come to know about Krishna milk?
Friends ; Neighbors ; News papers
10. Does advertisements drive you to buy branded Milk?
strongly agree Agree No opinion Disagree Strongly
Disagree
11. Do you think that Brand Ambassadors will influence you to buy milk?
1. Yes 2. No
12. Do you want to change/ shift to another Brand?
1. Yes 2. No
13. If yes to which Brand please specify with reasons
_____________________________________________________________________
__
14. Any suggestions to improve the sales of Krishna Milk:-
_____________________________________________________________________
___
15. If you are not using Krishna milk, can you please tell me the reasons:-
Taste less ; bad odor ; High price
Not available easily ; any other reason ___________________
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16. Which milk do you buy?
Gowlies ; Arokya ; Nandini
; Sahayadri ; any other specify_________________________
17. When you choose a particular brand of milk, which are important factors
you
Look for
Good flavor ; Availability ; Price
Credit ; Brand name ; Cream
If any other specify
______________________________________________________
Signature
Thank you,
Questionnaire
Dear sir/madam,
Locality:
1. Name
Address Phone:
2. How do you feel about the Quality provided by Sri Krishna Milk?
Excellent Good Okay Bad Worst
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3. Do they give a Healthy/better commission?
1. Yes 2. No
4. Are you happy with Payment procedure Carried down in SRI KRISHNA MILK
(P) LTD?
1. Yes 2. No
5. Do they give you right time delivery of milk?
1. Yes 2. No
6. Do they respond and take care of your Complaints?
1. Yes 2. No
7. How do you feel about the Treatment of Sri Krishna Milk (p)ltd
Representatives?
[1 Being lowest & 5 Being highest]
1 [ ] 2 [ ] 3[ ] 4[ ] 5[ ]
8. Any Suggestions / Complaints Regarding SRI KRISHNA MILK (P)LTD?
BIBLIOGRAPHY:
Marketing Management Philip Kotler
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Marketing Research Tull and Hawkins
Internet Websites:
www.CBB.doc.com
www.google.co.in
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