Verka Milk Piyo

STUDY CONSUMER BEHAVIOR & TRADE RESPONSE FOR

“VERKA PIO MILK”

SUBMITTED BY:

Roll No. BBA 6th Semester

DAIRY INDUSTRY IN INDIA

In India, dairying has been practiced as a rural cottage industry since the remote past. Semi-commercial dairying started with the establishment of military dairy farms and co-operative milk unions throughout the country towards the end of the nineteenth century.

MILKFED-PUNJAB

The Punjab State Cooperative Milk Producers' Federation Limited popularly known as MILKFED Punjab, came into existence in 1973 with a twin objective of providing remunerative milk market to the Milk Producers in the State by value addition and marketing of produce on one hand and to provide technical inputs to the milk producers for enhancement of milk production on the other hand.

Objectives of MILKFED

– To carry out activities for promoting production, procurement processing and marketing of milk and milk products for economic development of the farming community;

– To develop and expand such other allied activities as may be conducive for the promotion of the dairy industry, improvement and protection of milch animals and economic betterment of those engaged in milk production;

– To purchase and/or erect buildings, plants, machinery and other ancillary equipment to carry out business;

– To study problems of mutual interest related to production, procurement and marketing of dairy and allied products;

COMPANY PROFILE

MILK PLANT, MOHALI was set up by THE PUNJAB STATE CO-OPERATIVE MILK PRODUCERS’ FEDERATION Ltd. popularly known as MILKFED, which was financed by PUNJAB GOVERNMENT & NATIONAL DAIRY DEVELPOMENT BOARD (NDDB). It was formed with a view to integrate the production of milk & its procurement, processing & marketing in Punjab on ANAND PATTERN. The ANAND PATTERN is a world famous 4-tier system of dairy development in India.

RESEARCH OBJECTIVES – To estimate the market potential and perception

towards “Verka Pio Milk.”– To find out the frequency of consumption of

“Verka Pio Milk.”– To know the awareness level among the retailers

for the “Verka Pio Milk.”– To do market analysis in order to study the usage

pattern and buying behavior of “Verka Pio Milk.”– To know the awareness level of the consumers

for the “Verka Pio Milk.”– To find out the causes of not buying the “Verka

Pio Milk.”

DATA ANALYSIS & INTERPRETATION OF TRADE

RESPONSE

Do you keep Verka products?Less than “Verka Pio Milk 38.46%

Same as “Verka Pio Milk 15.38%

More than “Verka Pio Milk 46.15%

Same as “Verka Pio

Milk 15%

Less than “Verka Pio

Milk 38%

More than “Verka Pio

Milk 47%

Less than “Verka Pio Milk Same as “Verka Pio Milk

More than “Verka Pio Milk

Out of 150 retailers, 94% (141) retailers keep Verka’s products and only 6% (9) retailers do not keep Verka’s products

Do you know about “Verka Pio Milk”? Yes 52.89%

No 47.11%

Yes 53%

No 47%

Yes No

Out of 150 retailers, 80.67% (121) retailers know about Verka Pio Milk and 19.33% (29) retailers do not know about the product. So the G.C.M.M.F. needs to go for aggressive marketing strategies to get attention in the market.

How do you come to know about “Verka Pio Milk”?By distributors 57.85%

By customers 13.22%

By other shopkeepers 14.88%

Others 14.05%

By other shopkeepers

15%

By customers

13%

Others 14%

By distributors

58%

By distributors By customers By other shopkeepers Others

From the entire sample retailers, majority 57.85% (70) retailers were come to know about the product by distributors, so other modes of communication needs to be exercised properly for creating more awareness among retailers.

Do you keep “Verka Pio Milk”?

Yes 52.89%

No 47.11%

Yes 53%

No 47%

Yes No

As it can be seen in the graph that majority of the retailers do not keep “Verka Pio Milk.” Only 47.11% (57) retailers keep “Verka Pio Milk.” So the G.C.M.M.F. needs to advertise its product

Which kind of flavor is the most popular in your shop?

Elaichi 45.88%

Strawberry 15.05%

Butter Scotch 18.07%

Pista 21%

Pista 21%

Butter Scotch 18% Strawberry

15%

Elaichi 46%

Elaichi Strawberry Butter Scotch Pista

Out of 4 flavors of the product, Kesar is the most popular 50.88% and Elaichi is the 2nd most popular flavor in the Bathinda city. So the G.C.M.M.F. needs to advertisement for the flavor of Rose and Mango.

How many bottles do you sell in a month?

1 to 5 66.67%

6 to 10 14.03%

More than 10 19.30%

1 to 5 67%

6 to 10 14%

More than 10

19%

1 to 5 6 to 10 More than 10

57 retailers keep “Verka Pio Milk”, out of them 66.67% (38) retailers can sale the bottles 1 to 5 in a day. 6 to 10 bottles can be sold by 11 retailers in a day.

Did you keep “Verka Pio Milk”?

Yes 33.06%

No 66.94%

Yes 33%

No 67%

Yes No

Out of 121 retailers, 66.94% (81) retailers were keeping and 33.06% (40) retailers were not keeping “Verka Pio Milk”. So the G.C.M.M.F. needs to advertise its product.

Why do you not keep “Verka Pio Milk”?

As distributors still not approach you. 3.13%

Customers do not buy this product. 54.69%

You feel that this product will not sale. 6.25%

You do not get regular supply/service. 29.36%

Other reasons. 6.25%

As distributors still not

approach you. 3%

Other reasons.6%

You feel that this product will

not sale. 6%

You do not get regular

supply/service. 29%

Customers do not buy this

product. 56%

As distributors still not approach you. Customers do not buy this product. You feel that this product w ill not sale. You do not get regular supply/service. Other reasons.

Out of 64 retailers, 54.69% (35) retailers do not keep the product due to customer do not purchase this product. So the G.C.M.M.F. needs to advertise its product.

Retailers view about why consumers do not buy “Verka Pio Milk”? Unawareness about product. 29.97%

Does not like taste. 6.61%

Higher Price. 17.36%


Does not like taste.

6%

Higher Price. 16%

Unawareness about product.

28%

Other reasons.

50%

Unaw areness about product. Does not like taste.

Higher Price. Other reasons.

As per the retailers view, 52.07% (63) retailers say that due to higher price, customers do not buy this product.

Where as 23.97% (29) retailers say that they are not aware about the product. So there is need of advertisement.

How much stock do you keep approximately? 1 to 5 8.77%

6 to 10 7.02%

More than 10 84.21%

STOCK OF THE GOODS

1 to 5 9% 6 to 10

7%

More than 10

84%

1 to 5 6 to 10 More than 10

Out of 57 retailers, 84.21% (48) retailers keep more than 10 bottles in the stock. Where as 8.77% (5) retailers keep 1 to 5 bottles in the stock.

Do you think that the packaging of “Verka Pio Milk” is attractive?Yes 71.90%

No 28.10%

Yes 72%

No28%

Yes No

Out of 121 retailers, 71.90% (87) retailers say that the packaging of the product is attractive. So the packaging of the “Verka Pio Milk” is attractive.

Do you think that logo of “Verka” is required to increase the sale of “Verka Pio Milk”?

Yes 30.58%

No 69.42%

No 69%

Yes 31%

Yes No

Out of 121 retailers, majority of the retailers 69.42% (84) retailers say “yes” and 30.58% (37) retailers say “no”.So the logo of “Verka” is required to increase the sale of the product.

What are your ideas about to increase the sale of “Verka Pio Milk”?

Price should be decreased 68.60%

Change in the taste. 9.09%

Improvement in the promotion system. 3.30%

Other ideas. 19.01%

Improvement in the promotion

system. 3%

Price should be decreased

69%

Change in the taste. 9%

Other ideas.19%

Price should be decreased Change in the taste.

Improvement in the promotion system. Other ideas.

Majority of the retailers 68.60% (83) retailers say that the price should be decreased and 19.01% (23) retailers are in favor of improvement in the promotion strategy.

Why do people buy “Verka Pio Milk”?Better quality. 56.20%

Good taste. 18.18%

Hobby 2.48%

Other reasons 23.14%

Hobby2%

Better quality.57%

Good taste. 18%

Other reasons

23%

Better quality. Good taste. Hobby Other reasons

56.20% (68) retailers believe that the consumers buy this product because of better quality. 23.14% (28) retailers say about good taste.

So the quality of the product is good.

Do you get sufficient stock of the product?Yes 7.02%

No 92.98%

Yes7%

No93%

Yes No

Majority of the retailers 92.98% (53) retailers are getting sufficient stock of the product. So the production management of the G.C.M.M.F. is good.

Which other brands do you keep? Verka Pio Milk 43.32%

Verka Dahi 29.36%

Verka Butter 9.17%

Verka Lassi 18.35%

Verka Butter

9%

Verka Pio Milk44%

Verka Dahi 29%

Verka Lassi 18%

Verka Pio Milk Verka Dahi Verka Butter Verka Lassi

Out of 109 retailers, 43.12% (47) retailers keep “Verka Kool” while 29.36% (32) retailers keep “Verka Kool Thandai” while 18.35% (20) retailers are keeping “Verka Pio Milk”.

Which is the most popular brand at your shop?Verka Pio Elaichi 6.94%

Verka Pio Strawberry 40.28%

Verka Pio Butter Scotch 41.67%

Verka Pio Pista 11.11%

Verka Pio Elaichi

7%

Verka Pio Pista11%

Verka Pio Butter Scotch

42%

Verka Pio Strawberry

40%

Verka Pio Elaichi Verka Pio Strawberry

Verka Pio Butter Scotch Verka Pio Pista

Out of 72 retailers, 41.67% (30) retailers say about “Verka Pio Milk.” While the “Verka Kool” is the 2nd most popular brand.

How much profit do you get on other products? Less than “Verka Pio Milk 38.46%

Same as “Verka Pio Milk 15.38%

More than “Verka Pio Milk 46.15%

Same as “Verka Pio

Milk 15%

Less than “Verka Pio

Milk 38%

More than “Verka Pio

Milk 47%

Less than “Verka Pio Milk Same as “Verka Pio Milk

More than “Verka Pio Milk

Out of 39 retailers, 46.15% (18) retailers are getting profit more than “Verka Pio Milk” while 15.38% (6) retailers are getting same as “Verka Pio Milk.”

DATA ANALYSIS & INTERPRETATION OF CONSUMER BEHAVIOR

Do you know about “Flavor Milk”? Yes 26%

No 74%

Yes 26%

No 74%

Yes No

Out of 100 consumers, 74% (74) people know about “Flavor Milk” and 26% (26) people do not know about “Flavor Milk.” So the G.C.M.M.F. should advertise for product to increase the level of the awareness and sales of the product.

Do you know about “Verka Pio Milk”?Yes 74%

No 26%

Yes74%

No 26%

Yes No

Out of 100 consumers, 74% people know about “Verka Pio Milk” and 26% people don’t know about “Verka Pio Milk.” So the G.C.M.M.F. should advertise to increase the level of awareness and sales of the product.

How did you come to know about “Verka Pio Milk”?By friends 13.51%

Others 9.46%

By shopkeepers 38.57%

By advertisements 8.11%

By relatives 34.29%

By relatives33%

By shopkeepers

37%

Others9%

By advertisement

s8%

By friends13%

By friends Others By shopkeepers By advertisements By relatives

Out of 74 consumers, 38.57% (27) consumers have come to know about the product by shopkeepers and 34.29% (24) people have come to know by advertisement.

By which media of advertisement you knew about “Verka Pio Milk”?

Newspapers 20.83%

Television 45.83%

Magazine 25.00%

Others 8.33%

Others8% Newspapers

21%

Television 46%

Magazine25%

New spapers Television Magazine Others

Out of 24 people who have come to know about this product, from them 45.83% (11) consumers have known by television and 8.33% (2) consumers have known by magazine.

Do you buy “Verka Pio Milk”?Yes 22.97%

No 77.03%

No77%

Yes23%

Yes No

Out of 74 consumers, 77.03% (57) consumers buy this product and 22.97% (17) consumers do not buy this product.

Why do you buy “Verka Pio Milk”?Good quality 36.84%

Good taste 47.37%

Other reasons 1.75%

Branded company 0.00%

Cheaper than other product 14.04%

Branded company

0%

Cheaper than other product

14% Good quality37%

Good taste47%

Other reasons2%

Good quality Good tasteOther reasons Branded companyCheaper than other product

Out of 57 consumers, 36.84% (21) consumers buy because of good quality, 47.37% (27) consumers buy because of good taste and 14.04% (8) consumers purchase because of branded company.

Which flavor do you like most in the “Verka Pio Milk”? Elaichi 19.30%

Strawberry 8.77%

Pista 36.84%

Butter Scotch 35.09%

Flavor like most in the “Verka Pio Milk”

Pista37%

Butter Scotch

35%

Elaichi 19% Strawberry

9%

Elaichi Straw berry Pista Butter Scotch

Out of 57 consumers, 19.30% consumers like Elaichi,8.77% consumers like Strawberry, 36.84% consumers like Pista and 35.09% consumers like Butter scotch So Pista is the most popular flavor.

Why do you not buy “Verka Pio Milk”? Unawareness 60.47%

Don’t like taste 2.32%

Other reasons 25.58%

Higher price 11.63%

Unawareness

60%

Other reasons

26%

Don’t like taste2%

Higher price12%

Unaw areness Don’t like taste Other reasons Higher price

Out of 43 consumers, 60.47% (26) consumers do not buy because of unawareness, 25.58% (11) consumers do not buy because of other reasons and 11.63% (5) consumers do not buy because of higher price.

Did you buy “Verka Pio Milk”? Unawareness about product. 26.07%

Does not like taste. 4.00%

Higher Price. 17.36%


Does not like taste.

4%

Higher Price. 17%

Unawareness about product.

26%

Other reasons.

53%

Unaw areness about product. Does not like taste.

Higher Price. Other reasons.

Out of 74 consumers, 72.97% (54) consumers are loyal consumers of this product. And the 27.03% (20) consumers were not buying this product in the past.

Which other brands do you buy?Verka Pio Elaichi 50

Verka Pio Strawberry 35

Verka Pio Butter Scotch 15


15%


35%

Verka Pio Elaichi 50%

Verka Pio Elaichi Verka Pio Strawberry


Out of 57 consumers, 38.60% (22) consumers buy Verka Pio Elaichi, 26.32% (15) people buy Verka Pio Strawberry and 19.30% (11) people do not buy any product except Verka Pio Butter Scotch

Which brand do you like most? Verka Pio Elaichi 45.45%

Verka Pio Strawberry 30.30%

Verka Pio Pista 3.03%

Verka Pio Butter Sc 21.22%

Verka Pio Pista3%

Verka Pio Butter Sc

21%Verka Pio

Elaichi 46%


30%

Verka Pio Elaichi Verka Pio Straw berryVerka Pio Pista Verka Pio Butter Sc

Out of 66 consumers, 45.45% (30) consumers like Verka Pio Elaichi most, 30.30% (20) consumers like Verka Pio Strawberry most and only 3.03% people like Verka Pio Pista. So most of the people like “Verka Pio Elaichi.”

SUGGESTIONS

• The price of the product is so high. So the price should be decreased to increase the sale of the product.

• The Verka Milk Plant should advertise for the product to increase the awareness level and sales of the product.

• The Verka Milk Plant should launch beneficial schemes like 2+1 or 4+1, etc. to increase the sale of the product.

LIMITATIONS

• Limited time available for interviewing the respondents. As a result of this it was not possible to gather full information about the respondents.

• The respondents were not very comfortable while revealing their correct usage pattern, no cause they may feel that they would be called or visited again and again.

• Non-cooperative approach and rude behavior of the respondents.

• If the respondents answer does not falls between amongst the options given then it will turn up to be a biased answer.

THANKYOU

Documents

Verka Milk Piyo