“A STUDY OF “A STUDY OF CONSUMER PERCEPTION ABOUTCONSUMER PERCEPTION ABOUT PARAG PRODUCTS IN LMU, LUCKNOW’’PARAG PRODUCTS IN LMU, LUCKNOW’’

A PROJECT REPORT

BYASHUTOSH PARMAR [ROLL NO: 0901470002]

UNDER THE SUPERVISION OF

MRS.PRIYANKA SHARMA

Submitted to

Faculty of Management ScienceShri Ram Murti Smarak College of Engg. & Tech, Bareilly

As a part of

Departmental Research Work AssignmentOf

MBA Course (2009-2011).

1

CERTIFICATE

This is to certify that the students whose names are mentioned below have successfully

Completed the Research Work Assignment during their Second Semester of MBA

Course (2009-2011). During this assignment they have worked on a project titled “A

STUDY OF CONSUMER PERCEPTION ABOUT PARAG PRODUCTS IN LMU,

LUCKNOW”” assigned by the department under my supervision.

Name of the Student & Roll No.

Aditya Kumar0901470002

Date: (Mrs. Priyanka Sharma) Supervisor

(Anant Kumar Srivastava) (Prof. S. P. Gupta)HOD Director General

2

DECLARATION

I here by declare that the project, which is being presented in this report, entitled “A

STUDY OF CONSUMER PERCEPTION ABOUT PARAG PRODUCTS IN LMU,

LUCKNOW”” Is an authentic record of my own work during the period of one month

From 14-06-10 to 15-07-10 as a part of my MBA course of UPTU Lucknow.

The information which is given by me in this report is exclusively for the concerned

organization and the institute would not be submitted by me any where else.

ADITYA KUMAR

MBA (III Semester)

SRMSCET, Bareilly

3

ACKNOWLEDGEMENT

I am extremely thankful to our Venerable H.O.D Mr. Anant Kumar Srivastava whose

Encouragement, moral support provides the valuable guidance, which has been a source

of Inspiration to us.

I am also grateful to my project guide Mrs.Priyanka Sharma who helped me lot for

completing my summer training project report.

I would like to thank to all faculty members, my friends who helped me in my project of

our institute SRMSCET, BAREILLY.

I express my sincere gratitude to my industry guide Mr. Y.P. Sharma (Marketing

Incharge) & Mr. Gaurav Singh (Sales Supervisor) of Lucknow Producer’s Co-op

Milk Union Ltd. for his able guidance, continuous support and cooperation throughout

my project without which the present work would not have been possible.

I pay my sincere thanks to entire team of, Lucknow Producers' Co-op Milk Union Ltd, for

the constant support and helping in the successful completion of my project.

(ADITYA KUMAR)

MBA (MARKETING)

4

PREFACE

In today’s scenario, it is not possible that we get knowledge about the market without

practical training. By the practical training a management student can understand the

management working in the area of there specialization. Actually practical knowledge

increases the knowledge of students in real field of market & also integrates the theoretical

concepts with the practical working of the organization.

Accepting the above factors the management programs of our institute (SRMSCET

BAREILLY) has made practical training must for their management students. As a part of

the partial fulfillment of the requirement of the course of masters of business

administration (MBA), summer training was undertaken with LUCKNOW PRODUCERS

COOP MILK UNION LTD. at LUCKNOW city. The purpose of the training was to study

about the Consumer Perception about Parag Products at LUCKNOW city only.

The tools & techniques used in the study are standard & modified according to the report

requirements. I used the primary and secondary data for collection of information. I had

enjoyed my summer training from the very first day. I tried to come across all the initial

steps related with my project in LUCKNOW PRODUCERS COOP MILK UNION LTD.

5

TABLE OF CONTENTS

CHAPTER- I PAGE NO.1: INDUSTRIAL PROFILE

1.1: Dairy Industry ……………………………………………………….. 10

1.2: National Dairy Development Board (NDDB)……………………….. 15

1.3: Dairy Co operatives………………………………………………….. 20

1.4: Pradeshik Co-operative Dairy Federation (PCDF) Ltd. Profile……... 22

CHAPTER- II2: COMPANY PROFILE

2.1: About the company…………………………………………………… 302.2: Organizational Structure & Hierarchy……………………………….. 332.3: Products of the company……………………………………………... 392.3: SWOT Analysis………………………………………………………. 49

CHAPTER- III3: PROJECT3.1: Introduction of the project…………………………………………... 543.2: Research Objective ……………………............................................. 553.3: Research Methodology…………………………………………….... 65

CHAPTER- IV4: DATA ANALYSIS 4.1: Data Analysis & Interpretation……………………………………… 714.2: Finding………………………………………………………………. 814.3: Suggestions & Limitations………………………………………….. 834.4: Bibliography…………………............................................................ 874.5: Annexure……………………………………………………………. 88

6

LIST OF TABLES-

PAGE NO.

TABLE NO. 1 The preference of respondents towards

each Parag Products. 72

TABLE NO. 2 The response of respondents about

Parag product consumption. 73

TABLE NO. 3 The response of respondents towards

worthiness of parag products. 74

TABLE NO. 4 The response of respondents towards buying

preference due to Price, Brand name, Taste, Purity and Quality. 75

TABLE NO. 5 The response of respondents towards switching over to

other brands if available at the same quality. 76

TABLE NO. 6 The response of respondents towards facing problem in

availability of parag product. 77

TABLE NO. 7 The response of respondents towards price of PARAG

products. 78

TABLE NO. 8- The response of respondents towards quality of PARAG

Products. 79

7

LIST OF FIGURES-

PAGE NO.

FIGURE NO. 1 The preference of respondents towards

each Parag Products. 72

FIGURE NO. 2 The response of respondents about

Parag product consumption. 73

FIGURE NO. 3 The response of respondents towards

worthiness of parag products. 74

FIGURE NO. 4 The response of respondents towards buying

preference due to Price, Brand name, Taste, Purity and Quality. 75

FIGURE NO. 5 The response of respondents towards switching over to

other brands if available at the same quality. 76

FIGURE NO. 6 The response of respondents towards facing problem in

availability of parag product. 77

FIGURE NO. 7 The response of respondents towards price of PARAG

products. 78

FIGURE NO. 8- The response of respondents towards quality of PARAG

Products. 79

8

CHAPTER-1

9

INDUSTRIAL

PROFILE

10

1.1: DAIRY INDUSTRY

PROFILE

Today, India is 'The Oyster' of the global dairy industry. It offers opportunities galore to

entrepreneurs worldwide, who wish to capitalize on one of the world's largest and fastest

growing markets for milk and milk products. A bagful of 'pearls' awaits the international

dairy processor in India. The Indian dairy industry is rapidly growing, trying to keep pace

with the galloping progress around the world. As he expands his overseas operations to

India many profitable options await him. He may transfer technology, sign joint ventures

or use India as a sourcing center for regional exports. The liberalization of the Indian

economy beckons to MNC's and foreign investors alike.

India’s dairy sector is expected to triple its production in the next 10 years in view of

expanding potential for export to Europe and the West. Moreover with WTO regulations

expected to come into force in coming years all the developed countries which are among

big exporters today would have to withdraw the support and subsidy to their domestic

milk products sector. Also India today is the lowest cost producer of per liter of milk in

the world, at 28 cents, compared with the U.S' 62 cents, and Japan’s $2.8 dollars. Also to

take advantage of this lowest cost of milk production and increasing production in the

country multinational companies are planning to expand their activities here. Some of

these milk producers have already obtained quality standard certificates from the

authorities. This will help them in marketing their products in foreign countries in

processed form.

11

The urban market for milk products is expected to grow at an accelerated pace of around

36% per annum to around Rs.48, 500 crores by year 2009. This growth is going to come

from the greater emphasis on the processed foods sector and also by increase in the

conversion of milk into milk products. By 2009, the value of Indian dairy produce is

expected to be Rs 12, 00,000 million. Presently the market is valued at around Rs 9,

00,000mn.

BACKGROUND

Indian dairy sector contributes the large share in agricultural gross domestic products.

Presently there are around 75,000 village dairy cooperatives across the country. The co-

operative societies are federated into 180 district milk producers unions, which is turn has

22-state cooperative dairy federation. Milk production gives employment to more than

82mn dairy farmers. In terms of total production, India is the leading producer of milk in

the world followed by USA. The milk production in 2008-2009 is estimated at 104mn

MT as compared to 99.5mn MT in the previous year. While world milk production

declined by 3 per cent in the last three years, according to FAO estimates, Indian

production has increased by 5 per cent. The milk production in India accounts for more

than 19% of the total world output and 59% of total Asia's production. The top five milk-

producing nations in the world are India, USA, Russia, Germany and France.

12

Although milk production has grown at a fast pace during the last three decades

(courtesy: Operation Flood), milk yield per animal is very low. The main reasons for the

low yield are

Lack of use of scientific practices in mulching.

Inadequate availability of fodder in all seasons.

Unavailability of veterinary health services.

POTENTIAL FOR FURTHER GROWTH

Of the three A's of marketing - availability, acceptability and affordability, Indian

dairy is already endowed with the first two. People in India love to drink milk. Hence no

efforts are needed to make it acceptable. Its availability is not a limitation either, because

of the ample scope for increasing milk production, given the prevailing low yields from

dairy cattle. It leaves the third vital marketing factor affordability. How to make milk

affordable for the large majority with limited purchasing power? That is essence of the

challenge. One practical way is to pack milk in small quantities of 250 ml or less in

polythene sachets. Already, the glass bottle for retailing milk has given way to single-use

sachets, which are more economical. Another viable alternative is to sell small quantities

of milk powder in mini-sachets, adequate for two cups of tea or coffee.

13

Emerging Dairy Markets

Food service institutional market: It is growing at double the rate of consumer

market.

Defense market: An important growing market for quality products at reasonable

prices.

Ingredients market: A boom is forecast in the market of dairy products used as

raw material in pharmaceutical and allied industries.

Major Players

The packaged milk segment is dominated by the dairy cooperatives. Gujarat Co-operative

Milk Marketing Federation (GCMMF) is the largest player. All other local dairy

cooperatives have their local brands (For e.g. Gokul, Warana in Maharashtra, Saras in

Rajasthan, Verka in Punjab, Vijaya in Andhra Pradesh, Aavin in Tamil Nadu, etc). Other

private players include J K Dairy, Heritage Foods, Indiana Dairy, etc. Amrut Industries,

once a leading player in the sector has turned bankrupt and is facing liquidation.

Export Potential

India has the potential to become one of the leading players in milk and milk product

exports. Lavational advantage: India is located amidst major milk deficit countries in

Asia and Africa. Major Importers of milk and milk products are Bangladesh, China,

Hong Kong, Singapore, Thailand, Malaysia, Philippines, Japan, UAE, Oman and other

gulf countries, all located close to India.

14

Low Cost of Production: Milk production is scale insensitive and labor intensive. Due

to low labor cost, cost of production of milk is significantly lower in India.

Quality: Significant investment has to be made in milk procurement, equipments,

chilling and refrigeration facilities. Also, training has to be imparted to improve the

quality to bring it up to international standards.

Productivity: To have an exportable surplus in the long-term and also to maintain cost

competitiveness, it is imperative to improve productivity of Indian cattle. There is a vast

market for the export of traditional milk products such as ghee, paneer, shrikhand,

rasgolas and other ethnic sweets to the large number of Indians scattered all over the

world.

Future Prospects-India is the world's highest milk producer and all set to become the

world's largest food factory. In celebration, Indian Dairy sector is now ready to invite

NRIs and Foreign investors to find this country a place for the mammoth investment

projects. Be it investors, researchers, entrepreneurs, or the merely curious – Indian Dairy

sector has something for everyone.

Milk production is relatively efficient way of converting vegetable material into animal

food. Dairy cow’s buffalo’s goats and sheep can eat fodder and crop by products, which

are not eaten by humans. Yet the loss of nutrients energy and equipment required in milk

handling inevitably make milk comparatively expensive food. Also if dairying is to play

its part in rural development policies, the price to milk producers has to be remunerative.

15

In a situation of increased international prices, low availabilities of food aid and foreign

exchange constraints, large-scale subsidization of milk conception will be difficult in the

majority of developing countries.

1.2: ABOUT NDDB-

The National Dairy Development Board was created to promote, finance and support

producer-owned and controlled organizations. NDDB's programmers and activities seek

to strengthen farmer cooperatives and support national policies that are favorable to the

16

growth of such institutions.  Fundamental to NDDB's efforts are cooperative principles

and cooperative strategies.

An institution of national importance

Due to very wide dispersal of producing and consuming units of milk, the unorganized

sector continues to dominate the milk marketing in India. However, the market structure

for milk is constantly changing. The organized sector now handles above 20% of the milk

output in the country. The cooperative sector accounts for nearly 50% of this. There are

over 1.10 lakh milk producers cooperatives federated into district milk unions and state

dairy federations, which have organic links with the Mother Dairy at the nation level.

It is hearting to note that the milk producers in the Anand modal of milk production get

net of intermediation, about 60% of the final price. In other basic foods, the returns are as

low as 30% of the final price. NDDB supports the development of dairy Cooperatives by

providing them financial assistance and technical expertise. Over the years, brands in

milk products created by cooperatives have become synonymous with quality and value.

Brands like Amul (GCMMF), Vijaya (A.P.), Verka (Punjab), Saras (Rajasthan), Nandini

(Karnataka), Milma (Kerala) and Gokul (Kolhapur) are among those that have earned

customer confidence. The Dairy Cooperative Network I) include 170 milk unions ii)

operates in over 338 districts iii) covers nearly 1, 08574 village level societies IV) is

owned by nearly 12 million farmer members.

17

Milk production

India’s milk production increased from 88.1 million MT in 2003-04 to 105 million

MT in 2008-09.

India’s 3.8 percent annual growth of milk production surpasses the 2 percent

growth in population; the net increase in availability is around 2 percent per year.

Marketing

In 2008-09, average daily cooperative milk marketing stood at 183.75lakh liters;

annual growth has averaged about 4.8 percent compounded over the last five

years.

Dairy cooperatives now market milk in about 200 cities including metros and

some 550 smaller towns.

During the last decade, the daily milk supply per 1,400 urban consumers has

increased from 21.5 to 68.0 liters

Innovation

Bulk vending – saving money.

Milk travels as far as 2,200 kilometers to deficit areas, carried by innovative rail

and road milk tankers.18

Ninety – five percent of dairy equipment is produced in India, saving valuable

foreign exchange.

CONSTITUTION

The National Dairy Development Board has been constituted as a body corporate and

declared an institution of national importance by an Act of India's Parliament.

The National Dairy Development Board -- initially registered as a society under the

Societies Act 1860 -- was merged with the erstwhile Indian Dairy Corporation, a

company formed and registered under the Companies Act 1956, by an Act of India's

Parliament - the NDDB Act 1987 (37 of 1987), with effect from 12 October, 1987.  The

new body corporate was declared an institution of national importance by the Act.

AIMS AND OBJECTIVES OF NDDB

Dairy Development Programmed in State at raising the levels of income of their doors, as

well as providing good quality milk and milk products to consumers, Particularly of the

urban areas at a reasonable price. Dairying also Provide an effective supplement to

agriculture, especially for the weaker sections of the society in the rural areas. Adequate

provision has been made for technical and attendant services such as artificial

insemination, animal health, fodder seeds and nutritive cattle food.

19

OBJECTIVES

Evaluation of standard of quality of milk and milk product to be marketed by

Federation.

To provide encouragement incentive on production, Procurement, Processing and

marketing activities of milk product for the economic development of farmer

community.

To encourage market and R & D programmes.

To help member milk unions in technology administrative, financial assistance

To encourage activities related to development and extension of dairy industry to

the economic development of milk producers and dairy industry.

To establish collection and refrigeration centers, liquid milk units and processing

facilities for distribution and sale of items purchased from various sources.

20

1.3: DAIRY CO-OPERATIVES

Dairy Cooperatives account for the major share of processed liquid milk marketed in the

country. Milk is processed and marketed by 170 Milk Producers' Cooperative Unions,

which federate into 15 State Cooperative Milk Marketing Federations.

The Dairy Board's programmes and activities seek to strengthen the functioning of Dairy

Cooperatives, as producer-owned and controlled organizations. NDDB supports the

Development of dairy cooperatives by providing them financial assistance and technical

Expertise, ensuring a better future for India's farmers.

Over the years, brands created by cooperatives have become synonymous with

quality and value. Brands like Amul (GCMMF), Vijaya (AP), Verka (Punjab), Saras

(Rajasthan). Nandini (Karnataka), Milma (Kerala) and Gokul (Kolhapur) are among

those that have earned customer confidence.

Some of the major Dairy Cooperative Federations include:

Andhra Pradesh Dairy Development Cooperative Federation Ltd (APDDCF)

Bihar State Cooperative Milk Producers' Federation Ltd (COMPFED)

Gujarat   Cooperative Milk Marketing Federation Ltd (GCMMF)

Haryana Dairy Development Cooperative Federation Ltd. (HDDCF)

21

Himachal Pradesh State Cooperative Milk Producers' Federation Ltd (HPSCMPF)

Karnataka Cooperative Milk Producers' Federation Ltd (KMF)

Kerala State Cooperative Milk Marketing Federation Ltd (KCMMF)

Madhya Pradesh State Cooperative Dairy Federation Ltd (MPCDF)

Maharashtra Rajya Sahakari Maryadit Dugdh Mahasangh (Mahasangh)

Orissa State Cooperative Milk Producers' Federation Ltd (OMFED)

Pradeshik Cooperative Dairy Federation Ltd (UP) (PCDF)

Punjab State Cooperative Milk Producers' Federation Ltd (MILKFED)

Rajasthan Cooperative Dairy Federation Ltd (RCDF)

Tamilnadu Cooperative Milk Producers' Federation Ltd (TCMPF)

22

1.4: PRADESHIK CO-OPERATIVE DAIRY FEDERATION LIMITED

PROFILE

History of co-operative dairy industry in U.P. dates back to 1971 when “katra co-

operative milk society” was set up in Allahabad; Lucknow milk union was established in

1985. In 1962, the PRADESHIK CO-OPERARTIVE DAIRY FEDERATION was

established, keeping in mind the aim to consumers and also to help the backward classes

and villagers economically.

Pradeshik co-operative dairy federation is a pioneer milk production. With the main

objective of removing the middleman from transaction between producers and

consumers, it’s other objective care to nearest milk production and by products of the

milk. Keeping these objectives and aim in mind pradeshik co-operative dairy federation

was set up as the state level as apex body for launching operation flood. The government

body for all dairies of the state.

23

ABOUT PRADESHIK CO-OPERATIVE DAIRY FEDERATION LIMITED

Company Name : Pradeshik Cooperative Dairy Federation Ltd (Parag)

Address : 29 Park Road

Level of Office : Head Office

Phone No : (522) 2236465 2236035

Industry : Food Processing/ Beverages

City : Lucknow

State : Uttar PradeshPin : 226001

Company Type : Industry Best

Total Turnover : 1000-2500 Crs

No. of Employees : 2501 -5000

Sector : Public Sector

24

Milk Co-Operatives in Uttar Pradesh

Agra Dugdh Utpadak Sahakari Sangh Ltd, Agra.

Aligarh Dugdh Utpadak Sahakari Sangh Ltd, Aligarh. A Milk Proc: 32,054 lpd.

Allahabad Dugdh Utpadak Sahakari Sangh Ltd, Allahabad. Av Milk Proc: 30,000 lpd.

Azamgarh Dugdh Utpadak Sahakari Sangh Ltd, Azamgarh.

Badaun Dugdh Utpadak Sahakari Sangh Ltd, Badaun. Av Milk Proc: 31,150 lpd.

Ballia Dugdh Utpadak Sahakari Sangh Ltd, Ballia. Av Milk Proc: 4,790 lpd.

Banda Dugdh Utpadak Sahakari Sangh, Banda.

Barabanki Dugdh Utpadak Sahakari Sangh Ltd, Barabanki. Av Milk Proc: 28,271 lpd.

Bareilly Dugdh Utpadak Sahakari Sangh Ltd, Bareilly.

Bijnore Dugdh Utpadak Sahakari Sangh Ltd, Bijnore. Av Milk Proc: 9,935 lpd.

Bulandshahr Dugdh Utpadak Sahakari Sangh Ltd,

Bulandshahr.Av Milk Proc: 70,668 lpd.

Etah Dugdh Utpadak Sahakari Sangh Ltd, Etah. Soc: 124,

Mems: 7,870.Av Milk Proc: 7,100 lpd.

Etawah Dugdh Utpadak Sahakari Sangh Ltd, Etawah. Av Milk Proc: 6,440 lpd.

Farrukhabad Dugdh Utpadak Sahakari Sangh Ltd, Fatehgarh. Av Milk Proc: 7,290 lpd.

Fatehpur Dugdh Utpadak Sahakari Sangh Ltd, Fatehpur. Av Milk Proc: 24,000 lpd.

25

Ferozabad Dugdh Utpadak Sahakari Sangh Ltd, Shikohabad.

Gangol Sahkari Dugdh Utpadak Sangh Ltd, Meerut. Av Milk Proc: 48,066 lpd.

Ghaziabad Dugdh Utpadak Sahakari Sangh Ltd, Hapur.

Ghazipur Dugdh Utpadak Sahakari Sangh Ltd, Ghazipur.

Gonda Dugdh Utpadak Sahakari Sangh Ltd, Gonda. Av Milk Proc: 4,100 lpd.

Gorakhpur Dugdh Utpadak Sahakari Sangh Ltd, Gorakhpur. Av Milk Proc: 4,331 lpd.

Hamirpur Dugdh Utpadak Sahakari Sangh, Hamirpur.

Hardoi Dugdh Utpadak Sahakari Sangh Ltd, Hardoi. Av Milk Proc: 17,000 lpd.

Jalaun Dugdh Utpadak Sahakari Sangh Ltd, Orai. Av Milk Proc: 11,381 lpd.

Jaunpur Dugdh Utpadak Sahakari Sangh Ltd, Jaunpur. Av Milk Proc: 2,700 lpd.

Kanpur Dugdh Utpadak Sahakari Sangh Ltd, Kanpur. Av Milk Proc: 83,700 lpd.

Lucknow Producers' Coop Milk Union Ltd, Lucknow. Av Milk Proc: 6,000 lpd.

Mainpuri Dugdh Utpadak Sahakari Sangh Ltd, Mainpuri. Av Milk Proc: 13,000 lpd.

Mathura Dugdh Utpadak Sahakari Sangh Ltd, Mathura. Av Milk Proc: 14,500 lpd.

Mirzapur Dugdh Utpadak Sahakari Sangh Ltd, Mirzapur.

Moradabad Dugdh Utpadak Sahakari Sangh Ltd, Moradabad. Av Milk Proc: 52,000 lpd.

Muzaffarnagar Dugdh Utpadak Sahakari Sangh Ltd, Muzaffarnagar.

Pratapgarh Dugdh Utpadak Sahakari Sangh Ltd, Pratapgarh. Av Milk Proc: 9,381 lpd.

Rae Bareli Dugdh Utpadak Sahakari Sangh Ltd, Rae Bareli. Av Milk Proc: 5,930 lpd.

Saharanpur Dugdh Utpadak Sahakari Sangh Ltd, Saharanpur. Av Milk Proc: 12,370 lpd.

Shahjahanpur Dugdh Utpadak Sahakari Sangh Ltd, Shahjahanpur. Av Milk Proc: 3,255 lpd.

26

Sitapur Dugdh Utpadak Sahakari Sangh Ltd, Sitapur. Av Milk Proc: 4,700 lpd.

Sultanpur Dugdh Utpadak Sahakari Sangh Ltd, Sultanpur. Av Milk Proc: 12,456 lpd.

Unnao Dugdh Utpadak Sahakari Sangh Ltd, Unnao Av Milk Proc: 9,000 lpd.

Varanasi Dugdh Utpadak Sahakari Sangh Ltd, Varanasi. Av Milk Proc: 16,657 lpd.

27

OBJECTIVES:-

Removing of the middlemen between the producer and consumers by the

procurement of the milk directly by the producers directly through village co-

operative society.

To increase the production of milk from milking animals by providing input to the

producers.

To arrange the supply of liquid milk in major cities of U.P.

28

CHAPTER-II

29

2: COMPANY PROFILE

30

31

2.1: ABOUT THE COMPANY

Name of the organization : Lucknow Producers Co-Operative Milk Union Limited

Address of the organization: 22, Jopling Road, Lucknow

Established : 1938

Registration : 23rd March 1938

Place of establishment : Initially at Charbagh,

Shifted to Ganeshganj.

Presently at 22, Jopling

Road, Lucknow

Founder : Rai Bhadur Gopal Lal Pandya

Board of Directors : Mr. Gopal Pandya

32

Mr. N.C.Chaturvedi

Mr. Tej Shanker

Mr. Pushkar Nath Bhatt

Per day production of milk : Initially 6000 liters

Location : Initially Charbagh, at

Present -22, Jopling Road, Lucknow

Area of Distribution : Initially- Bakshi ka Talab, Tewariganj, Gosainganj

At present- Entire District

Despite several setbacks and hurdles the co-operative has steadily progressed. Operation

Flood-II, which was implemented in U.P in the year 1983-84, provided the much needed

to the co-operative. For the past few years Lucknow Pradeshik Co-operative Dairy

Federation has maintained its lead in area such as distribution, handling and revenue.

33

CORPORATE OVERVIEW

MISSON: PCDF’S mission is to become the strongest marketing organization by

2005.PCDF’S come into existence in 23rd march 1938, with the simple intension of

ensuring a fair return to the producers. Which was implemented in UP is the year 1983-

1984 provided the much needed impetus to co-operation. The mission was to develop a

product mix that would not only promote sustained growth but also help member union to

develop adequate.

VISION: PARAG will continue to grow as an FMCG major, delighting national and

International customers with quality products and services.

34

2.2: ORGANISATION STRUCTURE (LMU)-

35

BOARD OF DIRECTOR

MANAGING DIRECTOR

FINANCE MANAGER

MARKETING MANAGER

PERSONNEL MANAGER

PRODUCTION MANAGER

ASSISTANT MANAGER (FINANCE)

ASSISTANT MANAGER (MARKETING)

ASSISTANT MANAGER (P&A)

ASSISTANT MANAGER (DAIRY PLANT)

SUPRINTENDENT OFFICER

SUPRINTENDENT OFFICER

SUPRINTENDENT OFFICER

SUPRINTENDENT OFFICER

AIMS & OBJECTIVE OF THE ORGANIZATION

Dairy development programme aims at raising the level of income of rural milk

producers, providing them convenient marketing facilities at their door, as well good

quality milk and milk products to the consumers, particularly of the urban areas a

reasonable price. Dairying also provide effective supplement to agriculture, especially for

the weaker section of the society in the rural areas. Adequate provision has been make for

technical and attendant service, such as artificial insemination, animal health fodder,

seeds, green fodder and nutritive cattle fool.

Evaluation of standard of quality of milk and product to be marketed by

federation.

Recommending specification for increasing productivity of milk producer and

related milk societies and member of milk union and members of milk union.

To provide encouragement incentives on production procure, processing and

marketing activities of milk products for the economic development of farmer

community.

36

SALES SUPERVISOR

To improved live stock health and disease control facilities by providing

veterinary services, artificial insemination and animal’s health service to help co-

operative milk unions to achieve this objective.

To encourage market and research and development programmes.

To help members milk unions in technology, administrative and financial

assistance.

To arrange collection, storage and transportation of milk and product.

To encourage activities related to development and extension of dairy industry

to improve the economic development of milk producers and dairy industry.

To establish collection and refrigeration centers, liquid milk units and

processing from various sources.

“Amul” products still have to face very tough competition in Lucknow with

Parag due to the efficient distribution network of the marketing divisions of the

PCDF.

DETAILS OF FUNCTIONAL DEPARTMENT OF THE ORGANIZATION

REGIONAL MARKETING OFFICES:

The marketing of PARAG products is monitored and affected through their six regional

marketing offices located at Lucknow, Rampur, and Delhi, Merrut and varanashi &

37

Kolkata. A regional manager (Marketing) who has a certain area office and also one

warehouse located in the above towns.

Products are transferred from General Manager (Marketing) at the head office to the

stockiest to through the Customer & Forwarding agent and around their respective

regions.

Regional Manager is assisted in his marketing function by team of sales Force who basic

task is the calls on the retailer, book order, increase the no. of retailers and study

competitive environment. The entire marketing operation monitored at the head office

level under the supervision of the General Manager (Marketing) through regular

reporting feedback received from the head office marketing staff that makes regular

intervals at the head office.

MANAGEMENT – THE FORCE WITHIN

The organization boasts of more than 3000 employees that cover a whole gamut of highly

qualified and motivated professional- MBA’s, CA’s, Engineers, Dairy Technologists,

chemists and Veterinarians.

INFRASTRUCTURE (PLANT & MACHINERY)

The organization is equipped with sophisticated plants & machinery to manufacture

Ghee, Table butter, Milk butter, Milk powder and other dairy products on a big scale.

38

PCDF has also distinction of having the most sophisticated & fully computerized first

vertical dairy n India. This is a state of the art project with its various sections located in

the basement and three floors of the building.

MARKETING:

The federation is marketing milk & milk products, under a common brand name

PARAG. The clientele includes several prestigious institutions in UP & Delhi besides the

Indian army. The sales network is spread throughout northern India. Although PCDF

believe that a satisfied customer is their best advertisement.

OTHER PROGRAMMES:

Due to its reputation, efficiency, wide network and quality manpower, PCDF is currently

implementing following developmental and promotional programmes supported by

central/state govt.

Integrated mini dairy project (IMDP)

Women dairy project (WDP)

Rural family welfare projects (RFWP)

39

Diversified agriculture support project(DASP)

These programmes have won many laurels for PCDF adding further to its reputation.

PCDF’s real sense of pride lies in the facts that its farmer member are heading surely and

steadily towards a prosperous future and the knowledge that its consumers reaffirm their

faith in PARAG, year after year. It is in this context, that PCDF’s success is to be

measured.

WELFARE PROGRAMMES IN LMU

In LMU welfare department is a sub-division of PERSONNEL and ADMINISTRATION

department. In Labor Welfare is the head of this sub-division whose work is to

implement welfare programmes to solve out grievance of worker and to maintain

harmonious relationship between workers and management. Following facilities are

provided to the workers at LMU:-

FIRST CATEGORY:-

Drinking water

Restroom

Uniform

Canteen

Health and safety measures within the establishment

SECOND CATEGORY:-

40

Gratuity

Provident fund

Medical facility

Bonus

Housing

Other facilities include death relief fund festival bonus, overtime payment welfare

funds, group insurance policy, etc.

2.3: PRODUCTS OF COMPANY

PARAG deals in various Products in the market such as milk of different variety and

different Composition in the same they deal in Curd, Cheese, Ghee, Butter etc.

Liquid milk

Milk Cake

Paneer

White Butter

Table Butter

Parag Ghee

Parag skimmed milk powder

Parag peda

Parag Dahi

41

Parag flavored milk

Parag Mattha

Parag kheer

Parag khoya

Parag besan laddoo

LUCKNOW PRODUCERS CO-OPERATIVE MILK UNION LIMITED

In the following table the details of the products are given with their Weight and Rate.

Rate List

S. No. Name of

PARAG

Products

Pack Size Agent

Rate (Rs. /-)

Consumer

Rate (Rs. /-)

1 PARAG

GOLD

5 Liter 137.50 140.00

2 PARAG

GOLD

1 Liter 29.00 30.00

3 PARAG

GOLD

500 Ml 14.50 15.00

42

4 PARAG

TAZA

1 Liter 23.20 24.00

5 PARAG

TAZA

500 ml 11.60 12.00

6 PARAG

TAZA

200 ml 4.30 4.50

7 PARAG LITE 500 ml 7.50 8.00

8 PARAG LITE 200 ml 3.30 3.50

9 PARAG

GHEE

SHEEKA

PACK

500 ml 120.95 127.00

10 PARAG

GHEE

SHEEKA

PACK

200ml 51.43 54.00

11 PARAG

GHEE

SHEEKA

PACK

1 Liter 240.00 252.00

12 PARAG

BUTTER

20 gm 4.50 4.90

43

13 PARAG

BUTTER

50 gm 12.00 13.00

14 PARAG

BUTTER

100 gm 23.25 25.00

15 PARAG

BUTTER

500 gm 115.50 120.00

16 PARAG

PERA

250 gm 37.00 40.00

17 PARAG

MEETHA

DAHI

100 ml 5.50 6.50

18 PARAG

MEETHA

DAHI

200 ml 11.00 12.00

19 PARAG

SADA DAHI

200 ml 10.00 11.00

20 PARAG

SOFTEY

ICECREEM

10.00

21 PARAG

FLEVOURED

MILK

200 ml 12.00 13.00

22 PARAG RICE

KHEER

100 ml 6.50 7.00

23 PARAG 100 ml 11.00 12.00

44

CHENA

KHEER

24 PARAG

CHANCH

500 ml 5.40 6.00

25 PARAG

SMARET

MILK

200 ml 3.80 4.00

26 PARAG

GHEE TIN

PACK

15 kg 4000.00

27 PARAG

RUSGULLA

1 kg 120.00 130.00

28 PARAG

GULAB

JAMUN

500 gm 65.00 70.00

29 PARAG

GULAB

JAMUN

200 gm 26.00 28.00

30 PARAG

BESEN

LADDOO

250 gm 37.00 40.00

45

PRESENT STATUS PARAG AND ITS PRODUCTS

Today the working capital of this milk union is more than 4 lakhs liter per day as

compared to 320 liter per day at the beginning. It is expected than in the coming 4-5

years the plan will develop the capacity or producing 8 lakhs liters or more milk per

day.

In present time stall of company PARAG goes on peak and better in the market then

other brands of milk. Quality and purity of PARAG products is better. Demand of

PARAG products is more in the market.

Parag and its products are leader in the present market than other brands like Gyan &

Gokul.

PLACE OF DAIRY INDUSTRY ECONOMY

The dairy industry of now rank second in the world and milk products contribute about

Rs. 8,987 million to the National income India in the current decade rank found in the

46

world in the matter of milk production will about 72.7 million tones (2005-2006) and 75

million tones (2008-2009). The milk production in five years plan is targeted to 90

million tones.

INDUSTRIAL MARKETING MIX

The term mix has been applied to the activity of combining marketing methods of

achieve of combining marketing methods of achieve profitable exploration of the market.

A satisfactory marketing is mix depended upon the establishment or the market’s need.

The establishment or ones objectives and preparation of a strategic marketing plan which

is corporate the various appropriate methods or reaching these objectives.

Following are some typical ingredients of the marketing mix:

Product quality

Product pricing

Product development

Product range

Sales range

Sales aids

Sales promotion

After sales service

47

Advertising

Market research

Stock level

Unit of sales

Distribution arrangements

Credit

Cash discount

Packaging

Sampling

PUBLIC RELATIONS

MARKET PENETRATION

Might consider whether its major brand can achieve deeper market penetration marketing

more sales to present customer without changing products in any way. So to increase the

sales, the company might cut prices, increase advertising, get its products into more

stores, or obtain better store displays and point of purchase merchandising from its

retailers. Basically the management should like to increase usage by current customers of

other brands to theirs.

I NTRODUCTION OF MARKETING DIVISIONS 48

The marketing Management of Pradeshik Co-operative Dairy Federation Ltd. has

been divided into parts:

1. Liquid milk marketing

2. Milk product marketing

Milk Product Marketing

The project marketing division is handling the marketing of butter ghee and dairy

whitener. A part of this, there is creation indigenous products being marketed directly by:

1. Milk butter in 20 mg. Pack

2. Table butter in 20 mg. Pack

3. Pannier 100 gm. Polypack, 500 gm. Polypack.

RESEARCH AND PRODUCT DEVELOPMENT

1. Market research for identification of future consumers needs conceptualization of

future product needs.

2. To develop prototypes of new products established market acceptance, demand &

study their feasibility and economics for commercial production.

3. Formulation of pre-lunch and post-lunch advertising and strategies for new

product for establishing a state demand of product.

4. Regular market survey for existing milk products.

49

5. The review the existing milk and product on the basis of consumer response and to

suggest the remedial measures.

The P.C.D.F. also has SYSTEM DEVELOPMENT AND PACKING MATERIALS

DEVELOPMENT CELL along the above cell betterment future of its products.

HOW THE INDUSTRY WORKS

The given points show PARAG industry bring normal milk, how by testing them

and take other steps and at last packing of the milk take place.

Firstly they collect milk from the villages nearby.

Loading of the milk in the tanker of the factory.

Then we pasteurize the milk with the help boiler house and Refrigeration house.

In the lab we test that whether milk has been Pasteurize or if it not then sends back

for Pasteurization or not if it not then sends back for Pasteurization again.

After testing pasteurization of the milk then test Bacteria’s are present in the milk

or not.

If Bacteria are not present in the milk has been send for packing and from there

packets of the milk come out.

50

2.3: SWOT ANALYSIS OF INDIAN DAIRY

STRENGTH:

The major strength of the traditional dairy products sector is the mass appeal

enjoyed by the wide variety of products. The market for these products far exceeds that

for western dairy products like milk powder, table butter and cheese. Their operating

margins are also much higher than the western dairy products. The increasing demand for

these products presents a great opportunity for the organized dairies in the country to

modernize and scale up the production.

WEAKNESS:

The major weakness of this sector is the practice of inadequate hygiene in the preparation

and handling of these products and their relatively short shelf life. The preparation and

marketing of these products is generally done by hallways, and that limits development in

the sector.

OPPORTUNITY:

The expanding business prospects provided by these products and their accompanying

value-addition, call for a through study of this sector. If would facilitate and increase in

the production and marketing of hygienically prepared and properly packed products to

meet the demand of a growing population as has been demonstrated at the NDBS’s

Sugam Dairy.

51

THREATS

Milk vendors, the un-organized sector: Today milk vendors are occupying the

pride of place in the industry. Organized dissemination of information about the

harm that they are doing to producers and consumers should see a steady decline

in their importance.

STRATEGIES IN DIFFERENT STAGES OF PLC OF PRODUCTS

INTRODUCTION STAGES:

1. Rapid Skimming :

Most of market unaware of product.

When award consumer are ready to pay high price.

There is the threat of competition coming quickly.

2. Slow Skimming :

Most of the markets are aware of the product.

Market is limited.

When there is threat of competition.

52

GROWTH STAGE

Improve product quality, styling, add new features.

Enter new market segment.

Improve distribution coverage.

Reduce price to attract price sensitive buyers.

53

CHAPTER- III

3:PROJECT

54

3.1: INTRODUCTION OF PROJECT

Project is related to conduct a customer satisfaction survey to get knowledge about the

customer’s satisfaction level, their loyalty toward PARAG, market position of PARAG and

customer’s suggestion related to PARAG products that helps to provide competitive

advantage to the company against the competitors.

SCOPE OF THE PROJECT

To keep things in mind that as the ever-changing competitive business environment. New

thought and idea should pour into it, research & development to innovate its existing

products, which should be beyond competitor’s comprehension.

This study enables the user with answer to formulate an effective marketing mix strategy with

a broader prospective to tap areas where it did not feel the earlier, hence the decision of

whether to penetrate this section or not can be found out at the end of the data analysis.

It also gives ideas of the potential of our business in the future & the fluctuation in price from

time to time & from product to product.

Special reference is made to the improvement of product in term of packaging, product

innovation and advertisement that help to give competitive advantage against competitors.

55

OBJECTIVES OF THE PROJECT

The market research was done with primary objective of studying the role of PARAG in

providing PARAG products to the consumer easily and according to their taste. Major

objectives of my survey were;

1. To know the consumer perception about the PARAG products and know the

positive & negative aspects of organization.

2. To know what is own image of organization in the market.

3. To determine the appropriate delivery time of the PARAG milk product.

4. To give suitable suggestion.

5. To get the main finding based on questionnaire.

6. To know awareness of consumer about PARAG products.

7. To find satisfaction of consumer with PARAG products.

8. To know SWOT or company (Strength, weakness, opportunity & threats).

56

Limitations of the study -

Though the detailed investigation is made in the present study, still there are following

limitations.

This study is restricted only to the INDIRA NAGAR. So, the results may not be

applicable to other areas.

This study is based on the prevailing customer’s. But the customer’s perception may

change according to time, fashion, technology, development, etc.

As per the population of the study is huge; a sample size of 100 sample respondents is

only covered till now.

Data collection of exact data for the research is not possible because there is a gap

between what respondent say and what they actually do.

Information provided by the customers may not be accurate. They may hide some of

the information at the time of filling up the questionnaires.

57

CUSTOMER SATISFACTION

Customer satisfaction, a business term, is a measure of how products and services

supplied by a company meet or surpass customer expectation. It is seen as a key

performance indicator within business and is part of the four perspectives of a Balanced

Scorecard.

In a competitive marketplace where businesses compete for customers, customer

satisfaction is seen as a key differentiator and increasingly has become a key element of

business strategy.

MEASURING CUSTOMER SATISFACTION

Organizations are increasingly interested in retaining existing customers while targeting

non-customers; measuring customer satisfaction provides an indication of how successful

the organization is at providing products and/or services to the marketplace.

Customer satisfaction is an ambiguous and abstract concept and the actual manifestation

of the state of satisfaction will vary from person to person and product/service to

product/service. The state of satisfaction depends on a number of both psychological and

physical variables which correlate with satisfaction behaviors such as return and

recommend rate. The level of satisfaction can also vary depending on other options the

customer may have and other products against which the customer can compare the

58

Organization’s products. Because satisfaction is basically a psychological state, care

should be taken in the effort of quantitative measurement, although a large quantity of

Research in this area has recently been developed. Work done by Berry, between 2005

and 2006 defined ten 'Quality Values' which influence satisfaction behavior, further

expanded by Berry in 2007 and known as the ten domains of satisfaction. These ten

domains of satisfaction include: Quality, Value, Timeliness, Efficiency, Ease of Access,

Environment, Inter-departmental Teamwork, Front line Service Behaviors, Commitment

to the Customer and Innovation.

These factors are emphasized for continuous improvement and organizational change

measurement and are most often utilized to develop the architecture for satisfaction

measurement as an integrated model. Work done by Parasuraman, Zeithaml and Berry

between 2007 and 2008 provides the basis for the measurement of customer satisfaction

with a service by using the gap between the customer's expectation of performance and

their perceived experience of performance. This provides the measurer with a satisfaction

"gap" which is objective and quantitative in nature.

CUSTOMER LOYALTY BUSINESS MODEL

The loyalty business model is a business model used in strategic management in which

company resources are employed so as to increase the loyalty of customers and other

stakeholders in the expectation that corporate objectives will be met or surpassed. A

typical example of this type of model is: quality of product or service leads to customer

satisfaction, which leads to customer loyalty, which leads to profitability.

59

THE SERVICE QUALITY MODEL

A model by Kay Storbacka, Tore Strandvik, and Christian Gronroos (2001), the service

quality model, is more detailed than the basic loyalty business model but arrives at the

same conclusion. In it, customer satisfaction is first based on a recent experience of the

product or service. This assessment depends on prior expectations of overall quality

compared to the actual performance received. If the recent experience exceeds prior

expectations, customer satisfaction is likely to be high. Customer satisfaction can also be

high even with mediocre performance quality if the customer's expectations are low, or if

the performance provides value (that is, it is priced low to reflect the mediocre quality).

Likewise, a customer can be dissatisfied with the service encounter and still perceive the

overall quality to be good. This occurs when a quality service is priced very high and the

transaction provides little value.

This model then looks at the strength of the business relationship; it proposes that this

strength is determined by the level of satisfaction with recent experience, overall

perceptions of quality, customer commitment to the relationship, and bonds between the

parties. Customers are said to have a "zone of tolerance" corresponding to a range of

service quality between "barely adequate “and "exceptional." A single disappointing

experience may not significantly reduce the strength of the business relationship if the

customer's overall perception of quality remains high, if switching costs are high, if there

are few satisfactory alternatives, if they are committed to the relationship, and if there are

bonds keeping them in the relationship.

60

The existence of these bonds acts as an exit barrier. There are several types of bonds,

including: legal bonds (contracts), technological bonds (shared technology), economic

bonds (dependence), knowledge bonds, social bonds, cultural or ethnic bonds, ideological

bonds, psychological bonds, geographical bonds, time bonds, and planning bonds. This

model then examines the link between relationship strength and customer loyalty.

Customer loyalty is determined by three factors: relationship strength, perceived

alternatives and critical episodes. The relationship can terminate if:

1) The customer moves away from the company's service area.

2) The customer no longer has a need for the company's products or services.

3) More suitable alternative providers become available.

4) The relationship strength has weakened.

The final link in the model is the effect of customer loyalty on profitability. The

fundamental assumption of all the loyalty models is that keeping existing customers is

less expensive than acquiring new ones.

61

According to Buchanan and Gilles (2002), the increased profitability associated with

customer retention efforts occurs because:

Account maintenance costs decline as a percentage of total costs (or as a percentage

of revenue).

Long term customers tend to be less inclined to switch and also tend to be fewer

prices sensitive. This can result in stable unit sales volume and increases in dollar-

sales volume.

Long term customers may initiate free word of mouth promotions and referrals.

Long term customers are more likely to purchase ancillary products and high-margin

supplemental products.

Long term customers tend to be satisfied with their relationship with the company and

are less likely to switch to competitors, making market entry or competitors' market

share gains difficult.

Regular customers tend to be less expensive to service because they are familiar with

the processes involved, require less "education," and are consistent in their order

placement. Increased customer retention and loyalty makes the employees' jobs easier

and more satisfying. In turn, happy employees feed back into higher customer

satisfaction in a virtuous circle.

62

LOYALTY MARKETING

Loyalty marketing is an approach to marketing, based on strategic management, in

which a company focuses on growing and retaining existing customers through

incentives. The discipline of customer loyalty marketing has been around for many years,

but expansions from it merely being a model for conducting business to becoming a

vehicle for marketing and advertising have made it omnipresent in consumer marketing

Organizations since the mid- to late-1999s. Some of the newer loyalty marketing industry

insiders, such as Chris X. Moloney and Fred Reichheld, have claimed a strong link

between customer loyalty marketing and customer referral. In recent years, a new

marketing discipline called "customer advocacy marketing" has been combined with or

replaced "customer loyalty marketing." To the general public, many airline miles

programs, hotel frequent guest programs and credit card incentive programs are the most

visible customer loyalty marketing programs.

CUSTOMER FOCUS

Many companies today have a customer focus (or customer orientation). This implies that

the company focuses its activities and products on consumer demands. Generally there

are three ways of doing this: the customer-driven approach, the sense of identifying

market changes and the product innovation approach.

In the consumer-driven approach, consumer wants are the drivers of all strategic

marketing decisions. No strategy is pursued until it passes the test of consumer research.

63

Every aspect of a market offering, including the nature of the product itself, is driven by

the needs of potential consumers. The starting point is always the consumer. The

rationale for this approach is that there is no point spending R&D funds developing

products that people will not buy. History attests to many products that were commercial

failures in spite of being technological breakthroughs.

A formal approach to this customer-focused marketing is known as SIVA (Solution,

Information, Value, and Access). This system is basically the four Ps renamed and

reworded to provide a customer focus.

The SIVA Model provides a demand/customer centric version alternative to the well-

known 4Ps supply side model (product, price, place, promotion) of marketing

management.

Product -> Solution

Promotion -> Information

Price -> Value

Place ->Access

The four elements of the SIVA model are:

Solution: How appropriate is the solution to the customer’s problem/need.

64

Information: Does the customer know about the solution, and if so how, who from,

do they know enough to let them make a buying decision

Value: Does the customer know the value of the transaction, what it will cost, what

are the benefits, what might they have to sacrifice, what will be their reward?

Access: Where can the customer find the solution? How easily/locally/remotely can

they buy it and take delivery.

This model was proposed by Chekitan Dev and Don Schultz in the Marketing

Management Journal of the American Marketing Association, and presented by them in

Market Leader - the journal of the Marketing Society in the UK.

The model focuses heavily on the customer and how they view the transaction.

PRODUCT FOCUS

In a product innovation approach, the company pursues product innovation, and then tries

to develop a market for the product. Product innovation drives the process and marketing

research is conducted primarily to ensure that a profitable market segment(s) exists for

the innovation. The rationale is that customers may not know what options will be

available to them in the future so we should not expect them to tell us what they will buy

in the future. However, marketers can aggressively over-pursue product innovation and

try to overcapitalize on a niche. When pursuing a product innovation approach, marketers

must ensure that they have a varied and multi-tiered approach to product innovation.

65

3.3:RESEARCH

METHODOLOGY

66

INTRODUCTION:-

My reseach project work is the study “A STUDY OF CONSUMER PERCEPTION

ABOUT PARAG PRODUCTS IN LMU,LUCKNOW”.This chapter include signification

of research, research design, sample size, sampling method, method of data collection

etc.

MEANING OF RESEARCH:-

Research in common pariance refers to a search for knowledge. One can also define

research as a scientific systematic research for pertinent information on a specific topic.

In fact, research is an art of scientific investigation.

The Advanced Learner’s Dictionary of current English lays down the meaning of

research as “a careful investigation or inquiry especially through search for new facts in

any branch of Knowledge”.

RESEARCH METHODOLOGY

“Marketing Research” is a key to evolution of successful marketing &

programmes. It is an important tool to study buyer behaviors, changes in consumer life

style & consumption patterns brand loyalty and forecast market changes. Research is also

used to study competition & analysis the competitor’s products positioning, MR is also

useful to help create & enhance equity.

67

SIGNIFICATION OF RESEARCH

1. Research inculcates scientific and inductive thinking and it promotes the

development of logical habits of thinking and organization.

2. The role of research is several fields of applied economics, whether related to

business or to the economy as a whole, as the greatly increased in modern times.

The increasingly complex nature of business and government has focused

attention of the use of research in solving operational problems.

3. Research provides the basis for nearly all government polices in our economic

system.

4. Research has its special significance in solving various operational and planning

problems of business and industry. Operations research and market research, along

with motivational research are considered crucial and their results assist, in more

than one way, in taking business decisions.

5. Research is equally important for social scientists is studying social relationships

and in seeking answers to various social problems. It provides the intellectual

satisfaction of knowing a few things just for the sake of knowledge and also has

practical utility for the social scientist to know for the sake of being able to do 68

something better or in a more efficient manner.

EXPLORATORY RESEARCH DESIGN

Exploratory research studies are also term as formulating research studies. The main

purpose of such studies is that of formulating a problem for more precise investigation or

of developing the working hypothesis from an operational point of view the major

emphasis in such studies is on the discovery of idea and insights. As such there research

design appropriates for such studies must be flexible enough to provide opportunity for

considering different aspect of a problem under study.

Present research is exploratory in nature it is aim together relevant information customer

perception towards PARAG PRODUCTS in Lucknow, and about their loyalty towards

the PARAG.

For this research project two types of data has been use

a. Primary data

b. Secondary data

69

PRIMARY DATA

Primary data are those, which are collected for the first time and are those original in

character. Primary data are in the shape of raw material to which statistical method are

applied for the purpose of analysis & interpretation primary are been collected in market

by following method:-

Questionnaire(100) respondents

I have been collecting primary data by the method of survey of persons. Because of

systematic gathering of data from respondents through questionnaire, which is objective

oriented, unambiguous interesting, simple, accurate and systematic motivating to

respondent and complete in information concern?

SECONDARY DATA

Secondary data are those which have already been collected by some other person and

which have been passed through the statistical machine at least once.

I collect the Secondary data with the help of company records and company website etc.

EXTERNAL DATA:

This type of Secondary data can be obtained from the outside sources e.g. magazine,

journal, newspaper, article and the World Wide Web.

70

METHOD OF DATA COLLECTION:

As the research is about consumer behavior so Questionnaire is the best method to

collect information about the consumer perception.

AREA OF THE STUDY: This study covers Indira Nagar only.

SAMPLE SIZE: The sample size covered for the purpose of this study is 100.

SAMPLING METHOD: Stratified sampling. Because, I have done my research in

specific area.

STRATIFIED RANDOM SAMPLING:

The sampling procedure may be summarized as follow -

The universe to be sample is divided (or stratified) into group.

Those are mutually exclusive and include all items in the universe.

A simple random sample is than chosen independently from each group of Stratum.

The process of stratified random sampling differs from simple random sampling in that,

with the later, sample item are chosen from each stratum chance.

71

4:DATA

ANALYSIS72

4.1: TABULATIONS OF DATA

1. Which of the Parag products do you consume?

TABLE NO.1- The preference of respondents towards each Parag Products.

Product name Number of Consumers Percentage

FLAVORED MILK 52 52

SWEET CURD 32 32

MATTHA 50 50

MILK CAKE 14 14

ICE CREAM 06 06

PANEER 08 08

73

FIG.1- The preference of respondents towards each Parag Products.

Interpretation-

The above table shows that 52% consumers are consuming Flavoured milk, 50%

Consumers are consuming Mattha, 32% Sweet Curd, 14% consumers are consuming

Milk cake, 6% Ice cream and 8% Paneer.

2. What is the in take of the product you use?

TABLE NO. 2 The response of respondents about Parag product consumption.

Product Name No. of consumersDaily Weekly Monthly

FLAVORED MILK

60 34 08

MATTHA 20 38 42

PANEER 0 67 33

SWEET CURD 22 68 10

74

X axis

Y axis

FIG. 2 The response of respondents about Parag product consumption.

Interpretation-The above table shows that 60%, 20%, 8% Flavored milk,

20%, 38%, 42%Mettha, 0%, 67%, 33%Paneer, 22%, 68%, 10% Sweet curd consumer use

Daily, weekly, monthly respectively.

3. Do you think that parag products are worth the money paid by you?

TABLE NO. 3 The response of respondents towards worthiness of parag products.

Think No. of consumers Percentage

Yes 84 84

No. 16 16

75

Y axis

X axis

FIG. 3 The response of respondents towards worthiness of parag products.

Interpretation-

The above table shows the 84% consumers think that parag products are worth the money

Paid by them, 16% consumers think that parag products are not worth the money paid by

them.

4. Which basis you consider while buying Parag products?

TABLE NO. 4 The response of respondents towards buying preference due to Price,

Brand name, Taste, Purity and Quality.

Cause of buying No. of Consumers Percentage

Price 54 54

Brand Name 16 16

Taste 64 64

76

X axis

Y axis

Purity 54 54

Quality 68 68

FIG. 4 The response of respondents towards buying preference due to Price, Brand name,

Taste, Purity and Quality.

Interpretation-

From the above table it is clear that the mostly 68% consumer buy Parag products due to

Its better quality, 64% due to taste 54% due to price & purity and 16% due to brand

name of it.

5. If other brands are available at the same quality, would you like to switch over to

other brand?

TABLE NO. 5 The response of respondents towards switching over to other brands if

available at the same quality.

Think No. of consumers Percentage

Yes 32 32

77

Y axis

X axis

No. 64 68

FIG. 5 The response of respondents towards switching over to other brands if available at

the same quality.

Interpretation-

Above table shows that 32% consumers would switch over when other brands are

available in same quality 68% have no effect.

78

Y axis

X axis

6. Do you come across problems regarding the non availability of Parag products?

Table No. 6- The response of respondents towards facing problem in availability of parag

product.

Think Consumers Percentage

Yes 88 88

No. 12 12

FIG. 6- The response of respondents towards facing problem in availability of parag

product.

Interpretation-

Above table shows that 88% consumers want more number of booths set up in their

location & 12% have no effect.

79

X axis

Y axis

7. Are you satisfied with the price of Parag Products?

TABLE NO. 7- The response of respondents towards price of PARAG products.

Think Consumers Percentage

Yes 60 60

No. 40 40

FIG. 7- The response of respondents towards price of PARAG products.

Interpretation-

Above table shows that mostly 60% consumers are satisfied with price of parag products

40% are dissatisfied.

80

X axis

Y axis

8. Are you satisfied with the quality of Parag products?

TABLE NO. 8- The response of respondents towards quality of PARAG products.

Think Consumers Percentage

Yes 92 92

No. 08 08

FIG. 8- The response of respondents towards quality of PARAG products.

Interpretation-

Above table shows that most of 92% consumers are satisfied with quality of Parag

Products and only 8% are dissatisfied.

81

X axis

Y axis

Analysis & interpretations of Data

64% consumes are satisfied with the taste of Parag products & 36% consumer are

dissatisfied.

60% consumer are satisfied with the price of Parag products, 40% consumer are

dissatisfied.

92% consumers are satisfied with the quality of Parag products & 8% consumers

are dissatisfied.

88% consumer wants more number of Parag booths to be set in their locality &

12% have no effect.

32% consumers have positive response to switch over, if other brands are available

at the same quality & 68% consumer have no response.

We contacted with 100 consumers, 54 consumers are using Parag Milk but 46

consumers use other brands.

During the survey we found 63% Consumer are buying one liter milk, 31%

Consumers are buying 0.5 liter milk, and 6% Consumer are buying 0.25 Liter milk.

82

4.2:FINDINGS

83

FINDINGS

By the help of analysis & interpretation of the data we come to some findings, these findings

are as follows.

PARAG has good market position in the regional market. It holds 52% of market

Share. This shows the loyalty of customers towards the PARAG.

Most of the customers are satisfied with the quality & availability of PARAG

products.

Increasing price of PARAG milk & other products are the big challenge for the

PARAG, because these products are available in the market at the comparatively

lower price.

Customers want to make the availability of the PARAG products nearer to their

home.

Establishment of PARAG milk ATM gives the PARAG a competitive advantage

and enhance the availability among the customers.

40% of customers are not satisfied with the price of the PARAG products. They

suggest the reduction in the price of PARAG products.

Some customers want to improve the packaging of the PARAG products.

Most of the customers are aware about the new PARAG products from the retailer

shops.

That is retailers are the main source of making the customer aware about the

PARAG products.

84

4.3:LIMITATIONS

85

LIMITATIONS

Some of the respondents were not cooperative.

Some respondents were hesitating to give the details.

Biasness is another limitation that the scope of the survey.

The reliability and scope of survey greatly relies on the cooperation of the

respondents.

Due to illiteracy of some respondents, specific information could not be

recovered.

86

SUGGETIONS

&

RECOMMANDATIONS

87

SUGGESTIONS & RECOMMENDATIONS

1. More milk ATM should be established to enhance the availability of Parag milk.

2. Make the customers aware about the Parag products through different mode of

advertisement.

3. There should be no leakage in the liquid milk & if the exists than these packets

should be replaced.

4. Packing of the liquid milk should be reusable that helps to reduce the price of the

products.

5. On line information about the Parag products & trading should be facilitate by the

company.

6. There should be regular visit for getting the customer feedback about the Parag

products. This helps to know the changing demand of the customers.

7. For fulfilling the increasing demand of milk the company should try to increase the

production.

88

4.4: BIBLIOGRAPHY

1. BOOKS:-

Research Methodology – C. R. Kothari

Principles of Marketing – Philip Kotler

2. OTHER SOURCES :-

India Today

Business World

Annual report of Parag

www.nddb.com

www.paragmilk.com

89

4.5:ANNEXURE

90

QUESTIONNAIRE-

This questionnaire has been designed for a survey on “A STUDY OF CONSUMER

PERCEPTION ABOUT PARAG PRODUCTS IN LMU,LUCKNOW”.Your inputs will

be crucial in making final study.Please take a couple of minute in compeleting this brief

questionnaire.This is confidencial & jest for purpose of study.So please provide true

inputes.

A. Full Name: _________________________

B. Address ______________________________________________________

C. Contact NO.:________________ Mob: _________________

D. Sex: Male Female

E. Occupation:

Student Service

Job Retired Business

Unemployed

1. Which of the Parag product do you consume?

Flavored milk

Sweet curd

Mattha

91

Ice cream

Paneer

2. What is the in take of product your use?

Flavored milk (daily/weekly/monthly)

Sweet curd (daily/weekly/monthly)

Mattha (daily/weekly/monthly)

Paneer (daily/weekly/monthly)

3. Do you think that parag products are worth the money paid by you?

yes

No.

4. Do you come across problems regarding the non availability of Parag products?

yes

No

5. Which basis you consider while buying Parag products?

Price

Brand Name

Taste

92

Purity

Quality

6. If other brands are available at the same quality, would you like to switch over to

other brand?

yes

No

7. Do you want more number of Parag booths to be set up in your location?

yes

No

8. Are you satisfied with the price of Parag Products?

Yes

NO

93

ACTIVITY-1

MARKET SHARE OF DIFFERENT MILK COMPANIES IN LUCKNOW

During the project a survey is being conducted to know the market share of Parag in

Indira Nagar. This survey is been done among 100 people. This is shown with the help

of following table and Pie chart:

1. Which brand of milk or milk product you usually prefer to use?

Table No. 1.1

Company No. of consumer in%

Parag 54

Amul 19

Deva 4

Fresh 23

94

Analysis:

1. It is clear from the chart that 54% people give preference to parag.

2. 30% people of the sample buy Amul milk.

3. 12% people are taking deva milk.

4. 4% people are using Fresh milk.

95

2. Which time of the day do you purchase the milk?

IT IS CLEAR FROM THE CRAPH THAT:

1. 46% consumer is buying milk in the morning.

2. 24% Consumers are buying milk in evening.

3. 30% Consumer are buying milk in both times.

96

3. How much quantity of milk you purchase per day?

QUANTITY NORMALLY DEMANDED OF MILK

IT IS CLEAR FROM THE GRAPH THAT:

1. 63% Consumer are buying one liter milk.

2. 31% Consumers are buying 0.5 liter milk.

3. 6% Consumer are buying 0.25 Liter milk.

97

98