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A PROJECT REPORT
ON
“Study of consumer Perception/Behaviour about
Verka products”
Submitted to Punjabi University, Patiala in partial fulfillment ofThe requirements for the degree of
MASTER OF BUSINESS ADMINISTRATION(2010-2012)
Submitted By:Gurpreet singhRoll no-10813Project Guide:
Mrs.RituAssistant Professor
CHANDIGARH GROUP OF COLLEGES GHARUAN MOHALI
ACKNOWLEDGEMENT
I would like to thank General Manager Verka Milk Plant, Mohali, for providing me
this wonderful opportunity to work with ‘Roper Distt. Milk Producers Union
Cooperative Ltd.’
I am extremely thankful to In-charge (Marketing MRS. RITU DUBYand entire
marketing division for their invaluable support and inputs in this project.
I extend my sincere gratitude to various respondents and citizens of Chandigarh
who spared their valuable time and contributed to consumer survey.
GURPREET SINGH
DECLARATION
I undersigned here by declare that the summer training project report
submitted to my college .CHANDIGARH GROUP OF COLLEGES. In
partial fulfillment for the degree of master of business administration on
“study of consumer Perception about Verka products” is a result of my
own work under continous guidance and kind co-operation of our college
faculty member Mrs. Ritu sharma. I have not submitted this training report
to any other university for the award of degree.
RITU SHARMA (ASSIT PROFFERSOR)
CERTIFICATE OF COMPLETION
This is Certify that Mr. GURPREET SINGH SANDHU MBA (3rd Semester)
has successfully completed his project titled “Study of consumer behaviour
about verka products”(kheer) under the guidance of Ms. …….. This is in the
partial fulfillment of her MBA curriculum (2010-2012)
Dated:
Ms. ……………
(Project guide)
PREFACE
For management careers, it is very important to develop managerial skills .In order
to achieve positive and concrete results, along with theoretical concepts, the
exposure of real life situation existing in a corporate world is very much needed.
Therefore, it becomes necessary to undergo any project work. Practical supplement
the theoretical studies i.e; it covers what is left uncovered in classroom It exposes a
student to invaluable treasure of experience.
I underwent summer training in VERKA MILK PLANT, located in Mohali. It was
my fortune to get training in a very healthy company. I got great opportunity to
view the overall working of the organization. In the forthcoming pages, I have
attempted to present a report covering different aspects of my training.
EXECUTIVE SUMMARY
Customers today are more informed and more demanding than ever. They know
quality service when they get it and they aren’t afraid of taking their business
elsewhere if they don’t get it. Most manufacturers have taken this fact to heart
because a refusal to acknowledge this reality can spell - failure - rejection by the
one who holds the purse strings and the key to profits.
Satisfaction of customer needs, in fact, provides a rationale for the firm’s
existence. Therefore consumer behavior lies at the heart of modern marketing and
its knowledge is vital for a firm’s existence, growth and success. An understanding
of the motives underlying the consumer behavior helps a firm to seek better and
more effective ways to satisfy consumers.
Consumer behavior, however, is a complex system where there is an
interaction of various social, economic and psychological factors. All these factors
affect the purchase decision of the buyer and his perception about different
products. Buying decision process incorporates all the activities that individuals go
through in their role as consumers. It starts right from the time when there is a state
of deprivation (need arousal) and goes through a point when a means of need
satisfaction has been obtained. It ends at a juncture when the product has been used
for a sufficiently long period of time to judge the level of satisfaction (post -
purchase evaluation). Satisfaction is the key to generate repeat business. It ensures
customerloyalty and determines whether a customer would come to the company
again.
TABLE OF CONTENTS
Chapter No. Contents Page No.
1. Introduction
1.1 Industry profile (Milkfed)
1.4 Company Profile (Verka mohali)
8-37
8-14
15-37
2. Review of literature 38-41
3. Research Methodology 42-48
4. Data analysis & Interpretations 49-61
5. Conclusion 62-63
6. SWOT Analysis 64-66
7. Suggestions and recommendations 67-71
8. Bibliography 72-73
9. Annexure 74-78
CHAPTER NO. 1
INTRODUCTION
1.1 MILKFED-PUNJAB
(Introduction)
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.
Although the federation was registered much earlier, but it came to real self in the
year 1983 when all the milk plants of the Punjab Dairy Development Corporation
Limited were handed over to Cooperative sector and the entire State was covered
under Operation Flood to give the farmers a better deal and our valued customers
better products. Today, when we look back, we think we have fulfilled the promise
to some extent. The setup of the organization is a three tier system, Milk Producers
Cooperative Societies at the village level, Milk Unions at District level and
Federation as an Apex Body at State level. MILKFED Punjab has continuously
advanced towards its coveted objectives well defined in its byelaws.
First verka Milk Plant of the State was setup near the Amritsar.The brand
name of Milk and Milk Products was adopted as verka.Commissioning of the
Plant was done by Dairy DevelopmentCorporation in 1974.
OBJECTIVES OF MILKFED
1. To provide remunerative prices to milk producers by value addition and
marketing of produce.
2. To provide technical inputs for enhancement of milk production on the other
hand.
3. To carry out activities for promoting production, procurement processing and
marketing of milk and milk products for economic development of the farming
community.
4. To purchase and/or erect buildings, plants, machinery and other ancillary
equipment to carry out business.
5. To study problems of mutual interest related to production, procurement and
marketing of dairy and allied products.
6. To establish research and quality control laboratories.
7. To make necessary arrangements for transfer of milk allied milk products and
commodities.
8. To market its products under its own trade name/brand name with its Member
Union’s trade mark/brand.
9. To promote the organization of primary societies and assist members in
organization of the Primary Societies.
ACHIEVEMENTS OF MILKFEED
On the basis of quality with efficient administration, MILKFED has not only
established new mile stone of providing services to Dairy farmers but scaled new
heights in delighting esteemed customers also.
1. MILKFED is providing technical input services like animal healthcare, supply
of quality cattlefeed, fodder seeds etc. at the door steps of the dairy farmers under
its Productivity Enhancement Programme.
2. For producing quality technical services MILKFED has established its own two
cattle feed plants having capacity of three hundred metric ton per day.
3. During the last 3 years, 8 Milk Plants and 2 Cattle Feed Factories of MILKFED,
Punjab were accedited with ISO9002 and IS-15000 (HACCP) Certification.
4. In view of today's interest of consumers in getting quality and safe products,
MILKFED is manufacturing quality milk and milk products as per International
Standards and also exploring the possibility of manufacturing milk products of
consumer's choice.
5. MILKFED has launched its own interactive Website on Internet for its
prospective customers which can be accessed by clicking http//www.milkfed.nic.in
6. MILKFED introduced liquid milk in new design packing with Mnemonic
Symbol of Co-operative Milk in all the District Milk Unions.
CRITICAL ANALYSIS OF MILKFEED
Corporate Focus
MILKFED is serving the cause of Milk producers of the state in collaboration with
National Dairy Development Board by increasing the number of functional MPCSs
from 4642 in 1990-91 to 6248 in 2000-01 and their membership rose by 90000
from 2.63lac in 1991 to 3.53lac during the same period. This has resulted in
increase of milk procurement from 1438lac in 1991 to 3371lac liter in 2000-01.
However, rehabilitation plan of sick Milk unions has yet to reach the
implementation stage.
Strength/Care Competency/Opportunities:
MILKFED earned a net profit of Rs.3.19crore in 2000-01. Its core competency in
marketing of Milk &Milk products by creating a marketing infrastructure is
serving a social purpose by providing income to land-less laborers small and
marginal farmers scheduled caste families and households headed by women
having just one or two cattle only as nearly 90% of the member of Milk producer’s
Cooperative Societies belong to these categories
(Annexure 20) “Operation Flood” programmed of dairy development is
implemented by it in the state.
MILK VISION 2004 to stabilize the gap between Milk procured during peak
seasons and lean season has been drawn by MILKFED to optimally utilize Milk
plants for reducing their losses. Moreover, Model diary farms in collaboration with
Technology information and Assessment Council (TIFAC) are being developed by
it at a capital outlay of Rs.2.00crore.
Restructuring/revival
Export Ropar and Ludhiana Milk unions the remaining 9 unions are incurring
losses. Their combined accumulated looses are Rs.76.33crore as on 31-03-2001.
This way, cooperative Milk union’s structure of MILKFED is losing its
commercial viability over the last two years by restricting itself to the sale of Milk
and Milk products only and not exploiting its well developed procurement sale and
supply distribution channels to market fresh vegetables and fruits along with
processing and procurement of oil seeds. To make these plants viable and socially
sustainable the introduction of latest technology in Milk; plants and full
exploitation of its marketing strength in procurement and marketing network is the
need of the hour. MILKFED is a vital mechanism for more them one reason in the
Punjab context. First and foremost it is engaged in raising the viability of
Agriculture of the small/marginal farmers. Landless labors, families with no male
earners and the scheduled castes. It is therefore of utmost importance that the
Government of Punjab make its due contribution for the purpose of leveraging
finances or the National Dairy Development Board and other cooperative
institutions. Infect, If necessary Government should get District Milk Union
Cooperative so that hitherto slow extension is intensified and the maximum
potential for cost reduction is achieved. The other important reason for
Government to support this activity even by subsides to induce a shift out of the
paddy- wheat rotation by encouraging the cultivation of better seeds vegetable,
Fruits and eventually oil seeds and meat products.
1.2 COMPANY PROFILE (VERKA MOHALI)
GENERAL FEATURES OF MILK PLANT MOHALI
NAME: Verka Milk Plant.
ADDRESS: Verka Milk Plant PHASE 6, Mohali Punjab
RAW MATERIAL: Milk.
PRODUCTS: Pasteurized milk, Special kheer, Ghee,
Curd, Cheese, Milk Cake, Sweet flavored milk,
WORKING HOURS: 24 hours (3 shifts).
TOTAL WORKERS: 163.
Capacity 1 Lakh Ltrs per day.
PROFILE OF THE UNIT
The elegant building situated on the National Highway No. 21 just before we enter in Chandigarh from Punjab is that of Milk Plant owned by The mohali District Co-operative Milk Producers Union Ltd. Its foundation stone was laid by India’s Home Minister Mrs. Uma Shanker Dixit in 1973. It started its production in 1979. Its name was registered as “The Mohali Distt. Co-operative Milk Producers Union Ltd. mohali”. It has been registered under Punjab Co-operative Societies Act 1961 on 24 March 1973. This union started its milk procurement from March 1974.
The union is working under the laws of act. In the beginning 13 societies became its members. But this union started as milk procurement from 1974. Initially its office was situated on the upper side of co-operative bank of mohali. At that time Milk Plant was not properly made. Initially the societies of nearest circle were started, after this it was expanded and centers were approved at other places. At that time this union collects milk from other societies and to Horlicks. Before it, except Horlicks there was no major buyer of milk and Horlicks was a private concern giving low rates.
After that the union was strengthened and milk producers got benefited by this union as they were getting reasonable rates for their from. A project report of Milk Plant mohali was made at that time with shares from different societies were to be collected and it includes Rs 100 share money and Rs 5 admission fees, 15 lack Rs were to be collected and in this manner and the share of government was fixed at Rs 40 lack.For the smooth running of the plant, the union had taken loan of worth Rs 62 lack from Co-operative Development Corporation. By this loan a milk plant was established. It started milk of 45000 liters per day in December 1979 further it was expanded with the help of National Diary Development Board at ANAND under the “Operation Flood” programmed. After few years a drier was installed with a capacity of 10 tones. For the purchase of this machinery 70% of loan was taken from NDDB and 30% loan from government in the form of subsidy. The total investment in the plant was 6.5 crores.
GEOGRAPHICAL LOCATION OF MILKPLANT
Milk Plant Mohali is located in District Ropar of Punjab. It is located on the
National Highway No. 21 joining Chandigarh with Ropar, Jalandhar and
Amritsar. It is situated in Phase-VI of Industrial Area, Mohali at a distance of
about 8 km. from Chandigarh.
Milk Plant and its surroundings is an Industrial Trade Centre. This plant is
situated next to “Raja Ram Com Products” and on opposite side of
“PUNWIRE”. There is a seasonal river in north-west side of the plant and in
west side is located a village Balongi. There is a great advantage as it is
directly connected with National Highway which is facilitating all
transportation and allied activities.
LOCATION AND LAYOUT
In the milk plant there are hard receiving departments: Production and
Engineering. The location of the stores department is carefully planned out and it is
housed in a position which is very near to production department so that
transportation charges are minimum. It is also easily accessible to all other
departments like engineering, boiling, refrigeration, powder plant and workshop.
The layouts of plants store is properly planned. There are shelves, racks, admirals
and handling devices for keeping the material and equipments properly. The store
is divided into racks which are further sub-divided into small spaces allocated.
Special attention is paid to storage of material which is liable to leakage or
evaporation and deterioration.
SELECTION OF ROUTES:
Routes are selected for the delivery of kheer through these societies. Shortest milk
routes are preferable so that kheer reach to target market in same condition,
otherwise kheer can become sour . The societies which are far away from milk
plant, the four milk chilling centers are established for them. Societies send milk
directly to milk plant or through chilling centers. These chilling centers chill milk
at 4 degree Celsius which keeps the milk in good condition for 24 hours. After
chilling the milk these centers send milkto the milk plant.
REGISTERATION OF THE SOCIETY AND THE MEMBERS:
When a society is fully formed for the collection of milk it is registered under the
registration act of societies. Its members are also registered and given members
pass books and share certificates. A copy of rules and regulations are also given to
them. Then the actual milk collection starts.
MILK PROCUREMENT IN LAST 7 YEARS:
Year saver age milk procurement per day (in liters) total milk handling.
2001- 85000 liters per/day
2002- 80000 liters per/day
2003- 70000 liters per/day
2004- 75000 liters per/day
2005- 70000 liters per/day
2006-65000 liters per/day
2007- 60000 liters per/day
2008- 62000 liters per day
MAIN CENTRES AND THEIR BRANCHES:
About 300 milk producing societies come under Milk Plant mohali which is
operating in the whole mohali district. All these are divided into six main centers
which are as under:
LOCAL MOHALI 140
ROPAR 50
LUDHIANA 30
SIRHIND 30
CHANGALIWALA 30
SANDHORE 20
ACHIEVEMENTS
Milk Procurement: -
Milk Plant procured about 55,000 Lt. of milk per day through 19 Milk routes in the
Flush Season.
Animal Health Care & Other Technical Inputs: -
In addition to Organizing the remunerative Milk market system Through milk
producers cooperative societies, Milk Plant is also providing regular health
coverage by running 2 vet nary routes and 55 Artificial Insemination Service
Stations at Society level.
Supply of Balanced Cattle Feed: -
Special attention has been paid to the supply of balanced cattle feed to the milk
producers so as to enhance the milk production. Four types of cattle feeds are being
supplied i.e. ISI Type, High Energy, Bye Pass Protein Feed & Buffalo super feed
to meet the requirements of Milk Producers.
Supply of Improved Varieties of Fodder Seeds: -
Cows does not produce ample milk without ample fodder. Through research and
seed-farms, Milkfed has worked t provide the farmers high yielding forages at low
cost. Fodder Development activities initiated by Milkfed have created a good
demand for improved fodder seeds in Punjab. Milkfed established its own seed
processing unit in 1985, the unit is automated and has the capacity to grade 16
million tons of fodder seed per day.
Quality Assurance Program:
Quality Assurance Program (QAP) which is a part and parcel of Dairy Plant
Improvement Program (DPIP) was taken up in Ludhiana Milk Union with the
Technical guidance from NDDB. The main objective of the program is to improve
efficiency of Plants coupled with loss management to bring down the cost of
production, improve the quality of milk and milk products manufactured to
ameliorate the general hygienic and house keeping standards and above all to
enhance the profitability and financial viability of the Milk Plants to enable milk
producers to get better price for their produce.
MAIN PRODUCTS MANUFACTURED BY MILK PLANT
The main products which are manufactured by the milk plant MOHALI are as
under:
1.Pasteurized Milk.
2. Milk Powder
3. KHEER.
4.Sweetened Flavoured Milk (PIO).
5.Milk Cake.
6.Cheese.
7.Curd.
MARKETING DEPARTMENT
According to Prof. Phillip Kotler”Marketing is the human activity directed as
satisfying need and wants through the exchange process”.
Marketing is the process through which producers and consumers of various goods
are brought together in an exchange relationship and the transfer of ownership
takes place. Marketing process starts even before the goods go into production. It
does not end with sale but continues till the satisfaction of consumer is obtained.
To carry out selling functions, it is important to have a qualified and expressed
sales force with leader who can plan, organize, direct and control the selling job
objectivity. The salesman is an extremely important link in the claim of
distribution. It is sometimes said that salesmanship is the other name of persuasion.
MARKETING STRATEGIES Section of Milk Booths/Agencies Security Money
Refundable Agency Rs. 5000 Full time booths Rs. 10000 Part time booths Rs.
3000 Institutions 45 days advance payment
MARKETING MEASURES FOR DOMESTIC MARKET:
For domestic market following measures are taken up by marketing personnel:
A. Dealers” meeting is called once in every six months.
B. The plant has own distribution network for the sale of products.
C. Milk products are marketed to bring up country markets through out India
on consignment basis.
FOR INTERNATIONAL MARKET:
For Export following measures are taken into consideration:
A. Requirement is given by customers in the letter of credit.
B. Quality should be mentioned.
DOMESTIC MARKETING ACTIVITIES
The domestic marketing activities are performed on the basis of Demand and
Supply. Demand for milk and milk products are received in two ways:
Through Telephone-
Any demand or change in demand is received between 9:30 am and 2:00 pm.
Through Supply-
Milk booths collect demand according to milk supplied to the agencies. About 70%
of milk is distributed in the morning and remaining 30% is distributed in the
evening.
PAYMENT AND BALANCE SYSTEM
Since agency is required to deposit one day advance payment separately for
morning and evening, if any cash balance remains with the union that is admitted
in the meant supply payment.
For institutions 45 days of advance payment against their demand is collected
union.
RETURN OF MILK
If milk is found leaked. It is taken back from dealers only at the time of delivery.
One entire tray is provided for replacement of leakage of every truck or other
vehicle through which milk is supplied to the dealers.
Marketing is a comprehensive term and it includes all resources and a set of
activities necessary to direct and facilitate the flow of goods and services from
producers to consumers in the process of distribution. Marketing is the process of
planning and executing the conception, pricing, promotion and distribution of
ideas, goods and services to exchange that satisfy individual and organizational
objectives.
ROLE OF MARKETING IN VERKA MILK PLANT
Head Office collects this information from all the plants and scrutinizes the information that which plant has large stock of products and who is lacking in it. Then it gives orders to plant which has large stock to supply products to other plants so that stock can be absorbed quickly. The prices of all the products are determined by the H.O. and their retail price through out India is same H.O. charges 3% commission on sales made by milk plant, mohali.
For the local sale of milk and milk products, a milk bar is opened outside the main gate of milk plant, Mohali and its average sales are Rs 5 lakh per day. Some milk products like liquid milk, Cheese, Milk cake, S.F.M., Ice-cream etc. are sold through local dealers in the region.
ADVERTISEMENT AND SALES PROMOTION
The advertisement and sales promotion of every product is necessary. Without this, nobody comes to know about the product. Every organization whether it is small, medium or big has to do some type of advertisement. Verka milk plant has also adopted some policies for the sale of its products. It has its own Vans, Trucks, and Jeeps etc. for selling its products. There are also some benefits which are being provided to the dealers. There is a facility of free training of testing milk to the societies so as to make more customers. With the adoption of such policies sales have increased in chandigarh and kharrar as well as in mohali. For doing advertisement the shops of retailers have been painted showing various Verka products and various types of banners are also given to them which are to be displayed.
SALESMANSHIP GUIDE
Certain guidelines and motto are being told to the salesmen for meeting the
customers’ desires and wants. Various guidelines are as follows:
1. It is said "sell yourself before you sell the product". The above saying is
measuring to create one’s own confidence in the minds of customers so as to
ensure sales.
2. Your sincerity and capability in convincing is your performance for success.
3. Over convincing never pays single facts convince better.
4. Always remember that customer is more intelligent than you.
5. Don’t indulge in giving guarantees if wear and tear.
6. You should be pre-determined in your mind of items, size to be sold to the
customers after stock.
7. Your expertise is your success.
8. Don’t display all of your varieties because customers generally have the habit of
asking “more”.
DISTRIBUTION CHANNEL
MILKFED
COMPANY
WHOLESALER
RETAILER
CUSTOMER
PRODUCT’S OF VERKA
Milkfed has formulated company specifications for its milk & milk products to
provide standard and quality of products to consumers.
PRODUCTS PACKINGGHEE TIN PACK
500 gms., 1 Kg., 2 Kg., 5 Kg &15 Kg.
TABLE BUTTER 10 gms. 100 gms. & 500 gms.
CHEESE 200/400 gms. Cekatainer, 200 gms. Singles, 400 gmsTin & 1 Kg. Brick
PIZZA CHEESE 200 gms. & 1 Kg. Pack
VERKA VIGOUR 500 gms. Jar, 500 gms. Refill & 1 Kg. Jar
DAIRY WHITENER 500 gms. Pkt. & 10 Kg. Tin
SKIMMED MILK POWDER 200 gms. & 500 gms. Bottle, 500 gms. Cekatainer1 Kg. Pkt. & 25 Kg. Bag
WHOLE MILK POWDER 500 gms. Tin, 1 Kg. Tin, 10 Kg. Tin
SWEETENED FLAVOURED MILK
200 ml. Bottle, 200 ml. Tetrapak
SWEET LASSI 200 ml. Tetrapak
MANGO RASEEELA 200 ml. Tetrapak
PINE APPLE RASEEELA 200 ml. Tetrapak
MILK CAKE /PEDA 200 gms Pkt.
1.Liquid Milk Pasteurized Pouch Packed Milk:-
It is pouch packed milk. It may be used as such or for milk based preparations. It
shall be kept under refrigerated conditions. It is packed in half ltr. Pouch. Its length
of shelf life is 48 hours under refrigerated conditions. It is sold in area around
Chandigarh,Mohali,kharar and ropar areas. Special distribution control is needed,
under refrigerated condition if transported to very long distance. Verka Milk Plant
is preparing three types of milk pouch :-
Standardized Milk Toned Milk Double Toned Milk
2. Milk Powder:-
Dried Milk or Milk Powder is product obtained by the removal of water from milk
by heat or other suitable means to produce a solid containing 5% or less moisture.
Whole milk, defatted or skim" milk may be used for drying. It comes in packing of
200 gms, 500 gms. etc. It can be stored for 1 year before use.
3. Ghee:-
Ghee may be defined as clarified butter fat prepared chiefly from cow or buffalo
milk. The product can be used on roti/pranthas or can be used as
cooking other material for food. It is preserved at ambient temperature for one
year. It is packed on 500 gms, 2 Kgs., 5 Kgs. & 15 Kgs. bulk pack in tin. It is sold
anywhere in Punjab and abroad also. No special distribution control is needed.
4. Butter: - Butter may be defined as a fat concentrate which is obtaining by
churning cream, gathering the fat into a compact mass and then working it.
The product obtained from cow and buffalo milk or a combination thereof or from
cream or curd obtained from cow or buffalo milk or a combination thereof, with or
without the addition of common salt and colouring matter. It can be kept under
refrigeration for three months. This comes in packs of 10 gms. 100 gms. And 500
gms.
5. Lassi:-
Lassi, also called chhas refers to desi butter milk which is by product obtained
when churning curd led whole milk with curd indigenous devices for the
production of desi butter.
Verka Lassi is very popular, specially in Punjab and it is also liked by the people of
other states. It comes in the 200 ml. tetra pack.
6. SFM:-
It is known as Sweetened flavoured milk or bottle milk. The product used in the
form of drinking sweet milk. It is preserved at ambient temperature. It is packed in
200 ml. bottle, 200 ml. tetra packs. The length of shelf life of product can be held
far three months under ambient temperature. It is sold in and around Punjab and
upcountry market mainly Delhi.
7. Ice Cream:-
Ice Cream may be defined as a frozen dairy product made suitable blending and
processing of cream and other milk products, together with sugar and flavour, with
or without colour and with the incorporation of air during the freezing process.
There are mainly three types of Verka Kulfies i.e. Malai Kulfi, Choco bar and
Mango bar. Malai Kulfi made with milk, malai and
Crushed nuts. Choco bar contained chocolate and Mango bar kulfi contain mango
flavour.
8. Paneer:-
Paneer refers to the small sized soft cheese. The product can be consumed as such
or can be fried and consumed. It can also be used as an ingredient for making
Indian Sweets and paneer based dishes. It is preserved under refrigerated condition
for 20 days from the date of packing. The product is packed in poly film bags. The
pack size is 200 gms. For consumer pack and 5 Kg. Capacity in bulk pack as
agreed by contracted buyer.
9. Curd/Dahi:-
Dahi or curd is the product obtained from boiled milk by souring, natural or
otherwise, by a harmless lactic acid or other bacterial culture. It should have the
same percentage of fat and solids - not - fat as the milk for which it is prepared.
10. Raseela:-
Raseela is a very popular product of Verka which was launched in 1995. It comes
in two flavours - i) Mango Raseela and ii) Pine apple Raseela. Mango Raseela is
prepared from mango pulp and Pineapple Raseela from pineapple pulp. These are
coming in 200 ml. tetra pack.
11.KHEER
Kheer is something different which is made by boiling rice in milk and then serve
it after freezing it at very low temperature.
Organizational chart
ORGANISATIONAL CHART
GENERAL MANAGER
Mgr. Mgr. Dy. Security Mgr. Mgr. Mgr. Store Mgr.
accountant (P&A) manager Incharge Engg. Q.C. Production officer Mktg.
purchase
Dy. Sr. Astt. Astt. Dy. Dy. Dy. A.S.O. Dy.
Mgr. Asstt. Sec. Mgr. Mgr. Mgr. manager
Accountant Asstt. clerk Security Foreman Chemist Packing Sr.Asstt Sup.
Man Sup.
Acctt. Clerk Operator Sr. lab. P.O. Salesman
Clerk Asstt.
Clerk Lab.Asstt. J.P.O
CHAPTER NO. 2
REVIEW OF
LITERATURE
Dr. Arvind Kumar Yadav and Mr. Suman Yadav (2008)
Journal of IPM Meerut
The research on the on the topic “CONSUMER SATISFACTION IN SBI” the
objective of the study is to made analyse with regard to the assessment of services
provided by SBI to the customers. The research methodology used by researcher
includes collection of primary and secondary data. Primary data has been collected
from the existing customers of SBI. Data collected has been analyzed by researcher
through tables, graphs and pie charts. By the researcher found that the expectations
of customers of SBI are met to a limited extent.
Dr. N. Kathirvel and Dr. N Chandersekaran (2008)
Indian journal of marketing
The researcher research on the topic “CONSUMER BEHAVIOUR AND BRAND
PERFORMANCE TOWARDS THE ONIDA T.V” the objective of the research
was to study consumer satisfaction and brand loyalty of the respondents toward the
Onida T.V. For this researcher collected primary and secondary data from the
sources. The research methodology adopted by the researcher includes chi-square
test, percentage, arithmetic mean, correlation, and variance. The researcher
founded that favorable appreciation response was received from the customers.
Study also certifies that consumer behavior is unpredictable one in any kind of the
market.
J.V Rangeswara Reddy (2009)
Indian journal of marketing
The researcher research on the topic “CUSTOMER SATISFACTION OF NOKIA
MOBILE HANDSET USERS” the objective of the research is to study the
satisfaction level of the customers, awareness of customer about the products and
to predict the consumer behavior. For this researcher collected primary data and
analyse it with the help of tables, charts, bar graphs and pie charts. The researcher
found that the product awareness about the nokia product is high as compared to
others. It is also concluded that the consumer is influenced to buy nokia due to its
brand image and also the satisfaction level of customers of nokia is high as
compared to the others handsets in market.
Steen amp (1991) studied the Consumers' variety seeking tendency (intrinsic
desire for variety) is recognized as an important characteristic that influences
consumers' electronic choice behaviour. Empirical studies in economics and
marketing have not specifically focused on this consumer characteristic, but instead
have approached the issue from the overt behaviour side. Given the great many
factors that may underlie variation in behaviour, intrinsic desire for variety cannot
be validly derived directly from observed behaviour. Instead, a measure
specifically tapping this consumer characteristic is required. In this paper a scale
(VARSEEK) for measuring consumers' variety seeking tendency with respect to
foods is developed. The construct validity of this VARSEEK-scale is investigated
extensively and managerial implications are discussed
H.k mukharje (1995) studied that two-equation bivariate probit model was
formulated to analyze simultaneously consumers' preferences and attitudes toward
organically grown produce (OGP). Results suggest that consumers who are
nutritionally conscious, concerned about the use of pesticides, and wanting produce
tested for freedom from residues would have a higher Propensity to prefer OGP.
Among the potential buyers, consumers who are white, better-educated, and have
large families are more likely than others to tolerate sensory defects. The study
suggests that testing and certification, sensory qualities, and competitive pricing are
the most important factors that would enhance the marketing potential of OGP
CHAPTER NO. 3
RESEARCH
METHODOLOGY
RESEARCH METHODOLOGY
INSIGHT MARKETING RESEARCH PROCESS AN OVERVIEW
The essence of research conducted by me is to analyze the present market position
of Verka products among its competitors and the problems which are being faced
by customers, wholesalers, retailers. The eventual objective is to suggest some
recommendations to the company so as to enable them to increase their market
share.
One in analyzing my samples follows no conventional method. The total analysis
is based on the internees from the question put on before my sample size. A
research of this can’t be done all once throughout large area in a limited time so
MOHALI has been selected for research.
INTRODUCTION
According to Prof. Phillip Kotler,”Marketing research is the systematic,
design, collection, analysis and reporting of the data and finding relevant to
specific marketing situation facing the company”.
Marketing is restless, changing dynamic field. Since 1920 many important and
dramatic changes have taken place in marketing, thousands of new products
including those of entries of new industries such as automobiles, electronics and
computer, textile, walk product etc. have appeared in the market. The market
orientations have changed from production to market.
STEPS OF MARKETING RESEARCH PROCESS:-
DEFINING PROBLEM AND RESEARCH OBJECTIVES
DEVELOPING THE RESEARCH PLAN
COLLECTION OF DATA
PRESENTATION OF THE FINDINGS
The first step of marketing research is defining the problems and research
objectives. Following are the problems and objectives which are to be defined:
# To ascertain the frequency of using Verka product.
# To ascertain rescannable price of Verka products.
# To ascertain the best product of Verka brand. .
# why people prefer Verka kheer.
# To know about sales pattern.
# To know the competition level faced by Verka products in the market.#
To know the opinion of people about Verka products regarding its taste,
packing etc.
DEVELOPING THE RESEARCH PLAN
The second step of marketing research process calls for developing the most
efficient plan for gathering the needed information. While designing a research
plan we have to take decisions regarding data sources, search approached, search
instruments, sampling etc. There are two plan contact methods which are as
follows:
1. DATA SOURCES
There are two types of data sources
a. primary data
b. Secondary data
a .Primary Data:-
Personal interviews are conducted which enable collection of oral verbal response.
This is fact to face contracted with structured or sometimes even unstructured
patterns. This helps in obtaining indent information.
b. Secondary Data:-
Secondary data can be obtained from different Milkfed magazines and annual
reports, financial documents referred.
2. RESEARCH APPROACH
Survey Method :
- Survey are best suited for descriptive research companies which undertake
surveys to learn about peoples’ knowledge, beliefs, preferences, satisfaction etc. to
measure these magnitude in the general population. While observation and tours
are best suited for exploratory research which is not the case of our study.
3. RESEARCH INSTRUMENT
Questionnaire A questionnaire is prepared and used to collect the information. The
majority of questions are close ended. Questionnaire is distributed to people to
know about their preferences, tastes, demands etc. This is one of the easiest
methods of collecting information.
4. SAMPLING PLAN
After deciding on the research approach and instrument, we must design a
sampling plan. This plan calls for three decisions:
a. Sampling Unit:- Here we define what is to be surveyed i.e. the target
population that will be sampled. In our case the general public in cities and
towns come under the sampling unit.
b. Sample Size:- Large samples give more reliable results. In our study
100 customers were surveyed in mohali
c. Sampling Procedure:- Area sampling is using because it is not practically
possible to visit all places of India therefore mohali chosen for survey.
5. CONTACT METHOD:-
In this decision is taken that how the object should be contacted i.e. whether by
mail questionnaire, telephone, interviews. In our research personal interview is the
most convenient and reliable method.
6. COLLECTION OF THE INFORMATION:-
The data collection phase of the marketing research is the most expensive and most
error prone process. There can be error as some respondent can give biased or
dishonest answer for the collection of the information. The researchers personally
go to customers to collect the reliable data. Here all knowledge of the researcher
about that field comes to test the ingenuity of the research.
Here I got the experience of working professionally and independently on the road
which gives some taste of practical marketing. I also got a lot of exposure about
the market. The present study undertaken is descriptive in nature and in this study
questioning people with regular expertise in that are being used.
Limitations of research:-
1) Due to mohali being a large city, it was not possible to interact with people from
all over the city or even district.
2) Few consumers were reluctant to fill the questionnaire as they perceived us as
sale men and also shown reluctance in giving their contact numbers.
3) Time period for the project execution was less as ample time could not be given
to each customer and vice versa as they have to fulfill their other obligations also.
4) Interaction with dealers was also difficulty as they were busy with their
customers most of the time.
5) There is no measure to check out whether the information provided by the
consumers is correct or not.
CHAPTER NO. 4
DATA ANALYSIS AND
INTERPRETATION
ANALYSIS & INTERPRETATION
1. Are you Aware about VERKA products?
Answer Percentage
Yes 95
No 5
95%
5%
PercentageYes No
Figure 1
Interpretation:
The maximum no. of people in Chandigarh region are aware about verka
product’s due to its good quality . Only 5% out of 200 people are not aware about
verka product’s..
2. Do you like Verka Kheer?
Answer Percentage
Yes 95
No 5
70%
30%
PercentageYes No
Figure 2
Interpretation:
According to 200 respondents 70% says that they like the verka kheer and rest 30% says that they don’t like it.
3. Do you aware about brands of Kheer?
Answer Percentage
Yes 85
No 15
85%
15%
Percentage
YesNo
Figure 3
Interpretation:
According to 200 respondents 85% says that they aware about the brands of kheerand else 15% says that they only use loose kheer.
4.Do you satisfied with packing quantity 200gm?
Answer Percentage
Yes 40
No 60
40%
60%
PercentageYes No
Interpretation:
According to 200 respondents out of 60 % says that satisfied with packing quantity 200gm and else says 40% that they don’t satisfy with that.
5. You wants to vary the size.
Answer Percentage
300gm 15
500gm 20
1 kg 25
All 40
300gm 500gm 1kg All0
5
10
15
20
25
30
35
40
45
Percentage
Percentage
6. From where you purchase VERKA Kheer?
Answer Percentage
Agency 55
Distributor 15
whole seller 10
Retail Store 20
Agency Distributor whole seller Retail store0
10
20
30
40
50
60 Percentage
Percentage
7. Are you satisfy with supply of Veka Kheer?
Answer Percentage
Yes 98
No 2
yes no0
20
40
60
80
100
120
Percentage
Percentage
8. Are you satisfied with quality of Verka Kheer?
Answer Percentage
Yes 95
No 5
95%
5%
PercentageYes No
9. Do you want additional flavor?
Answer Percentage
Yes 75
No 25
75%
25%
PercentageYes No
10. Do you want fruit and nuts in Kheer?
Answer Percentage
Yes 92
No 8
92%
8%
PercentageYes No
11. Do you satisfy with price of Verka Kheer ?
Answer Percentage
Yes 85
No 15
85%
15%
Chart Titleyes no
12. DO you have any bad experience with Verka?
Answer Percentage
Yes 97
No 3
97%
3%
Chart Titleyes no
13. Which type of bad experience you face?
Answer percentageQuality bad experience 20With supply of Verka 25none 55
quality supply none0
10
20
30
40
50
60
services of verka prefered by cus-tomer as compared to Today milk & Amul
services provided by verka
rela
tive
%
14. DO you want any change in Verka products?
Answer Percentage
Yes 96
No 4
96%
4%
Chart Titleyes no
15. Do you satisfy with Verka?
Answer Percentage
Yes 94
No 6
94%
6%
Chart Titleyes no
CHAPTER NO .5
CONCLUSION
Conclusion
Working at Verka Milk Plant, MOHALI gave me an opportunity to apply my skills
and knowledge, which I had gained previously.
It gave me an opportunity to see working an organization and to be a part of it.
Marketing Research Project on Rural Marketing gave me an opportunity to be
exposed to the farmers who were the members of various Milk Producers’ Co-
operative Societies and to know about them.
It was an amazing experience with learning all the way, which helped me to brush
up my knowledge and skills.
CHAPTER .6
SWOT ANALYSIS
SWOT ANALYSIS
STRENGTHS:-
1. Brand Loyalty among the rural people for Verka products.
2. Good brand image of Verka KHEER in the minds of rural people.
3. Faith on Verka products by the rural farmers.
4. Rural people satisfaction with quality, price, quantity and availability is also
strengthen the dairy business.
WEAKNESSES :-
1. Lack of proper advertisements by the plant, such as posters, glow signs, etc.
2. Lack of proper distribution system in rural areas.
3. Lack of proper marketing network in rural areas as like in urban areas.
4. Very high rates of KHEER for Rs.15 for 200 mg.
OPPORTUNITIES:-
1. Greatly improved expert potential for milk products of western as well as
traditional types.
2. Proper utilisation of available resources to decrease the per unit cost.
3. By product utilisation for import substitution.
4. Growing demand for milk and milk products.
THREATS:-
1. Introduction of foreign products in Indian market.
2. Poor quality of milk.
3. The liberalisation of Dairy Industry is likely to be exploited by multi -
nationals. They will be interested in manufacturing milk products which yield high
profits. It will create milk shortage in the country adversely affecting the
consumers.
4. Export of quality feed under the liberalisation policy.
CHAPTER NO .7
SUGGESTION
AND
RECOMMENDATION
RECOMMENDATIONS REGARDING PRODUCT:-
Verka has presently four variants of liquid milk in market but still it is not able to segment market according to consumers’ preferences. The only differentiation in these variants is the color of the packs. Variants name should be printed on the packs in such a way that they are clearly visible to the consumers. Different punch lines should be designed for different variants. This will help in formulating advertisement strategy and reaching the targeted customers. For example, verka smart double toned milk is offered recommended by doctors to heart patients. It can be targeted in health conscious people.
Plain lassi which comes in one litre pack only should be available in smaller packs like 250ml or 500ml.
Kheer is available in 125gm pack, which is quite small and is recommended to be packed in larger pack like family size packs so that it can be consumed conveniently as a sweet dish by whole family.
RECOMMENDATIONS REGARDING PLACE
Milk consumer values from delivery and a lot of distributors are already providing
this facility. Milk plant should think of giving extra commission to its dealers for
ensuring such facilities. This scheme can be implemented in few areas and if there
is an increase in consumption of milk then it can be extended to all other areas
catered by milk plant.There is need to communicate regularly and taking feedback
from agents. Monthly meetings will help in improving the relation with dealers.
The declaration of the prices like “Fastest Growing Dealer” OR “Highest selling
Dealer” can be announced bi monthly or bi annually to motivate dealers to increase
their sales.
RECOMMENDATION REGARDING PROMOTION
The following steps can be taken in the field of promotion:
1) Using electronic and print media for information dissemination:
In recent days, there has been lots of new highlighting adulteration of food
products that is making people skeptical about packed food products. Special
programs highlighting supply chain of milk producers ‘ co-operatives can be
screened and telecasted on TV from time to time .news highlighting achievement
of milk plant can also be published in news papers which will help in creating
favorable image for verka products.
2) Inviting people for plant visits on weekends:
Plant can be opened to general public for visit on Saturday and Sunday for a
limited time interval in order to win their trust on verka products. This can be done
through collaborating with Radio Fm channels where winners can get free visits
and some limited period coupons.
3) Toll free telephone for customer feedback:
Presently verka products have a telephone number printed on their packs but this is
not toll free. A toll free number should be there and printed in such a color or font
that is easily differentiable from the rest of the text on the pack.
Recommendations regarding pricing:
Following suggestions can be considered for improving pricing strategies of
companies:
1) Introduction of coupon system;
Milk is the commodity that is daily bought and consumed within households. It is
cumbersome for consumers to make payment daily as change for currency is not
available at times. There are offered candies in return for change which many of
the consumers do not like. This problem can be solved by introducing milk coupon
which can be bought from agencies. Coupon system has been successfully
implemented by several individual distributors in their respective areas. It is
needed to be implemented in entire city.
2) Pricing in round figures:
Milk sellers often do not have fifty paise coin or change with them so they often
sell milk at higher prices .this problem can be curbed by keeping the prices in
whole number multiple of rupee. People buying milk using coupons can be this
discount of fifty paise. This will encourage more people to for milk coupon.
CHAPTER NO .8
BIBLOGRAPHY
Brochure/booklet/magazine Verka milk Plant, Mohali
Kothari C R, “Research methodology” Second Revised Edition Publishers- New
Age International (P) Ltd., Year- 2008
Dr. Arvind Kumar Yadav and Mr Suman Yadav (2008) , Journal of IPM Meerut
Dr. N. Kathirvel and Dr. N Chandersekaran ( 2008) , Indian journal of marketing.
J.V Rangeswara Reddy (2009) , Indian journal of marketing.
Websites:-
www.milkfed.nic.in
www.milkfed.jp
www.milkfed.org
CHAPTER NO .9
ANNEXURE
