Saras jaipur dairy projects report

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PROJECT REPORT

CONSUMER PREFERENCE AND BRAND RECALLABILITY OF SARAS DAIRY PRODUCTS IN JAIPUR CITY”

Submitted in the partial fulfillment of requirement s for the award of

Degree of Master of Business Administration Session [2013- 15]

Under supervision of Submitted by

Shri GOVIND GUPTA ANKIT KUMAR GANGWAL DY. MANAGER (MKTG) Institute Id. 2013PBM8022

DEPARTMENT OF MANAGEMENT STUDIES MALAVIYA NATIONAL INSTITUTE OF TECHNOLOGY

JAIPUR, RAJASTHAN

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DECLARATION

I, Ankit Kumar Gangwal Institute Enrollment ID 2013PBM8022 of Department of

Management Studies, Malaviya National Institute of Technology Jaipur hereby submit this report

titled “CONSUMER PREFRENCES AND BRAND RECALLABLITY OF SARA S DAIRY

PRODUCTS IN JAIPUR CITY” of the project conducted at SARAS DAIRY in partial

fulfillment of the requirements for the award of degree of MBA.

I declare that the work presented in this report is my original and is not submitted

anywhere else for the award of any other degree by any other Institute. To the best of my

knowledge and belief, this report contains no material previously published or written by any

other person, except where due reference is made.

(Signature of Student) Date: ANKIT KUMAR GANGWAL

Countersigned:

(Signature of Industry Supervisor)

Date: Name & Designation of Industry Supervisor

(Signature of Faculty Supervisor)

Date: Name & Designation of Faculty Supervisor

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PREFACE

As part of the requirements to be fulfilled for the award of the degree of Masters in Business

Administration (MBA) from Malaviya National Institute of Technology (MNIT), Jaipur, students

are expected to work on Project and present a report on the same in their fourth semester. This

document contains details of expected practices with respect to the research project submission.

Clearly general guidelines such as these may not cover all circumstances. Particular emphasis

and minor adjustments may be necessary in individual cases. Such adjustments are to be brought

to the notice of the faculty and only on their approval it should be incorporated in the thesis. It

is thus imperative that students consult their faculty members for specific advice and guidance

on matters pertaining to the design and content of your study and of course, the reporting of it.

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ACKNOWLEDGEMENT

The work presented here is not a single effort as each and every person associated with this

project has contributed in the successful accomplishment of this piece of work and is being

thanked for their efforts.

I am thankful to the Director Dr. I K BHAT MALVIYA NATIONAL INSTITUTE OF

TECHNOLOGY (MNIT) , MBA programme, for giving me such an opportunity to have a

practical exposure and collect first hand data by myself.

I owe my heartiest thanks of Dr JEET RAM DHAKA (Managing Director) , JAIPURA

DAIRY, for giving me an opportunity to be a part of the Jaipur Dairy and I am also thankful to

other officers as under for allowing me to do research in their prestigious organization and

providing necessary information for the research project.

Mr. Govind . Gupta. (DY Marketing Manager)

Mr. A. K . Sharam (Assistant Manager)

Mr. Sonila Chturvedi (Training Officer)

I would like to thank all those people who were a part of this report in some way or other for

providing me all possible help and cooperating with me.

Without their cooperation I would not have been able to get their valuable responses and thus

would not have been able to complete the project.

ANKIT KUMAR GANGWAL

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ABSTRACT

The report consists of the details on Jaipur Zila Dugdh Sahkari Sangh Limited. It is a co-operative

society. The main aim of it is the welfare of the society by providing quality milk to its consumers

at an affordable price.

It has various functional departments such as the Production, Human Resource, Finance,

Marketing, Purchase and Stores, Quality Assurance, Dispatch and Logistics. A detail study of all

these departments have been made so as to get a clear view of the working of each of them.

In addition to it a market research on the ‘Consumer Preference and Brand Recall ability of

SARAS Dairy’s Products’ has been done in Jaipur city. This survey is useful for the company to

know the status of brand Recall ability among consumers towards the products of SARAS dairy

in Jaipur city. This will enable the company to take appropriate decision as needed to increase as

well as to retain its customers in the market. The survey has been analyzed by presenting it in the

form of graphs and tables and based on it; the interpretations have been made for the same. The

results and findings have also been made for the organization to help management in their

decisions. Lastly, the recommendations have also been made for the organization.

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TABLE OF CONTENTS

Title page Declaration Certificate Preface Acknowledgement Abstract Chapter 1: Introduction

1.1: About the industry 1

1.2: About the Company 3

1.3: About the Functional Departments 1.3.1: Production Department 7 1.3.2: Finance Department 9

1.3.3: Marketing Department 11 1.3.4: Human Resource Management Department 15 1.3.5: Purchase and Stores Department 18 1.3.6: Quality Assurance Department 19 1.3.7: Dispatch and Logistics Department 20

Chapter 2: Literature review 2.1: Background of the Study 21 2.2: Importance of the Study 23 2.3: Objective of the Study 24

Chapter 3: Research Methodology 3.1: Research Design 25 3.2: Sources of Data 25 3.3: Data Collection Method 25 3.4: Population 25 3.5: Sampling Method 25 3.6: Sampling Frame25

Chapter 4: Data Analysis and Interpretation 26 Chapter 5: Limitations of the Study 55 5.1: Results and Findings 56 5.2: Conclusion/Suggestions 58 References 59 Questioner 60 Project feedback form 63

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LIST OF TABLES

Table no Page No.

Age analysis 01 26

Gender analysis 02 27

Household income analysis 03 27

Occupation analysis 04 28

The response consumption of the Saras Dairy’s products 05 29 The response of not consuming the Saras Dairy’s products 06 29 The top of the mind response of the Saras Dairy’s products 07 31 Unprompted recallability of brands 08 32

The response for the 1st favorite brand 09 34

The response for the 2nd favorite brand 10 36

The prompted recallability of the brands 11 38

The recommended brands of products 12 40

The consumption pattern of 1st favorite brand 13 41

The consumption pattern of 2nd favorite brand 14 42

The buying pattern of the respondents 15 43

The satisfaction level of quality 16 44

The satisfaction level of price 17 45

The level of importance of the price attribute 18.1 46

The level of importance of the quality attribute 18.2 47

The level of importance of the availability attribute 18.3 48

The level of importance of the variants attribute 18.4 49

The level of importance of the packaging attribute 18.5 50

The level of importance of the quantity attribute 18.6 51 The satisfaction/superiority level of SARAS dairy’s products 19 52

The association between annual household income and average amount spent

20 53

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LIST OF CHARTS

Sr. No. 1

Particulars Age analysis

Chart no 01

Page No 26

2 Gender analysis 02 27

3 Household income analysis 03 28

4 Occupation analysis 04 29

5 The response consumption of the Saras Dairy’s products 05 30 6 The response of not consuming the Saras Dairy’s products 06 30

7 The top of the mind response of the Saras Dairy’s products 07 31 8 Unprompted recallability of brands 08.1 33

9 The percentage of respondent for unprompted recalling other brands

08.2 34

10 The response for the 1st favorite brand 09 35

11 The response for the 2nd favorite brand 10 37

12 The prompted recallability of the brands 11.1 39

13 The percentage of prompted recallable brands 11.2 39

14 The recommended brands of products 12.1 40

15 The percentage of recommended brands 12.2 40

16 The consumption pattern of 1st favorite brand 13 41

17 The consumption pattern of 2nd favorite brand 14 42

18 The buying pattern of the respondents 15 43

19 The satisfaction level of quality 16 44 20 The satisfaction level of price 17 45 21 The level of importance of the price attribute 18.1 46

22 The level of importance of the quality attribute 18.2 47

23 The level of importance of the availability attribute 18.3 48

24 The level of importance of the variants attribute 18.4 49

25 The level of importance of the packaging attribute 18.5 50

26 The level of importance of the quantity attribute 18.6 51

27 The satisfaction/superiority level of Saras dairy’s products 19 52

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CHAPTER-1 INDIAN DAIRY INUSTRY

1.1: Introduction:

The dairy sector in the India has shown remarkable development in the past decade and

India has now become one of the largest producers of milk and value-added milk products in the

world. The dairy sector has developed through co-operatives in many parts of the State. During

1997-98, the State had 60 milk processing plants with an aggregate processing capacity of 5.8

million litres per day. In addition to these processing plants, 123 Government and 33 co-

operatives milk chilling centres operate in the State.

Indian dairy industry:

Dairy is a place where handling of milk and milk products is done and technology refers

to the application of scientific knowledge for practical purposes. Dairy technology has been

defined as that branch of dairy science, which deals with the processing of milk and the

manufacture of milk products on an industrial scale.

In developed dairying countries such as the U.S.A., the year 1850 is seen as the dividing

line between farm and factory-scale production. Various factors contributed to this change in

these countries, viz. concentration of population in cities where jobs were plentiful, rapid

industrialization, improvement of transportation facilities, development of machines, etc.

whereas the rural areas were identified for milk production, the urban centres were selected for

the location of milk processing plants and product manufacturing factories. These plants and

factories were rapidly expanded and modernized with improved machinery and equipment to

secure the various advantages of large-scale production. Nearly all the milk in the U.S.A. before

1900 was delivered as raw (natural) milk.

The highest milk producer in the entire globe – India boasts of that status. India is

otherwise known as the ‘Oyster’ of the global dairy industry, with opportunities galore to the

entrepreneurs globally. Anyone might want to capitalize on the largest and fastest growing milk

and milk products' market. The dairy industry in India has been witnessing rapid growth. The

liberalized economy provides more opportunities for MNCs and foreign investors to release the

full potential of this industry.

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The main aim of the Indian dairy industry is only to better manage the national resources

to enhance milk production and upgrade milk processing using innovative technologies.

The Indian dairy industry has aimed at better management of the national resources to

enhance milk production and upgrade milk processing involving new innovative technologies.

Multinational dairy giants can also make their foray in the Indian dairy market in this challenging

scenario and create a win-win situation for both.

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.

During the earlier years, each household in those countries maintained its ‘family cow’

or secured milk from its neighbor who supplied those living close by. As the urban population

increased, fewer households could keep a cow for private use.

The Indian Dairy Industry has made rapid progress since Independence. A large number

of modern milk plants and product factories have since been established. These organized dairies

have been successfully engaged in the routine commercial production of pasteurized bottled milk

and various Western and Indian dairy products. With modern knowledge of the protection of

milk during transportation, it became possible to locate dairies where land was less expensive

and crops could be grown more economically.

.

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1.2: About the Company:-

Jaipur Zila Dugdh Utpadak Sahakari Sangh Ltd.(Jaipur Dairy)

Towards fulfillment of the national objective of making India self-sufficient in milk production,

a small step was taken in March 1975 and Jaipur Zila Dugdh Utpadak Sahakari Sangh Ltd., Jaipur

(popularly known as Jaipur Dairy) was registered under Cooperative Act 1965 to work in then

Jaipur District. Initially this union did not have the processing facilities. It started with a modest

beginning of procuring 250 liters of milk per day.

Objective:

1) To organizing dairy cooperative societies and producers marketable surplus milk. 2) To undertake training and awareness programmed against milk producers. 3) Market of quality processed milk and milk products to the consumers.

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COMPANY PROFILE:

UNIT NAME:

Jaipur Zila Dugdh Utpadak Sahakari Sangh Ltd

FORM OF ORGANIZATION:

Co-operative Sector

YEAR OF ESTABLISHMENT:

24TH December, 1981

REGISTERED OFFICE:

RAJASTHAN CO-OPERATIVE DAIRY FEDERATION LIMITED, Saras Sankul, Jawahar Lal Nehru Marg, Jaipur-302017 (Rajasthan), INDIA

Tel. No.: 91-141-2702501-8, Fax: 91-141-2702537 Click to email [email protected], [email protected]

SIZE OF THE UNIT:

Large Scale Industry

MAN POWER:

Permanent: 2750

Temporary: 870

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Present Products Mix:

Saras Dairy is a unique place processing several products from the basic raw-material

i.e. Milk, These products are as under and are immensely popular in and around city of Rajasthan.

Fresh Milk

Long Shelf Life Milk (UHT)

Skimmed DTM Toned Standard Full Cream

Skimmed Milk (Slim) Double Toned Milk (Fit n' Fine) Toned Milk (Shakti)

Fresh Milk Products

Long Shelf Life Milk Products

Chaach Lassi Dahi Paneer Shrikhand Icecream Flavored milk Gulab Jamun

Ghee Cow Ghee Table Butter SMP Cheese White Butter Rasgulla

Vision and Mission:

Jaipur Dairy is a Co-operative society and it is not just a profit making unit but to serve

the better worth to society. The main mission of the Saras dairy is to assure and safeguard the

interest of the both nominal consumer of milk in city area and supplier of rural areas. And for

this the Saras Dairy deals according to provide BEST QUALITY product at REASONALBE

PRICE to their customers

Environment Policy:

We are committed to protect and preserve natural Environment for social welfare and co-

existence. Jaipur Dairy, A leading co-operative organization is engaged in manufacturing and

marketing of milk and milk products in India and abroad.

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FOLLOWING ARE THE PRINCIPLES OF ENVIRONMENTAL POLIC Y

● Control our plant operations to prevent pollution.

● To conserve natural resources and energy.

● Comply with applicable environmental legislation and regulations.

● Applying greening of the earth within our premises.

● Continually improve our environmental performance.

● To minimize generation of waste and follow appropriate methods for it’s disposal

● Create awareness among employees on environmental issues and environmental

management system.

● Keep our work environment clean and safe.

This Environmental policy will be communicated to all employees, contractors and

suppliers of Jaipur Dairy.

.

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1.3: About the Functional Departments:

1.3.1: Production Department

ORGANIZATIONAL STRUCTURE OF PRODUCTION DEPARTMENT

Production

manager

Assistance

manger

Common shift

superintendent

Officer (raw

milk receiving

dock)

Technical

officer

supervisor

operator

worker

Officer

process

section

Technical

officer

supervisor

operator

worker

Officer butter

sectionficer

Technical

officer

supervisor

operator

worker

Officer pouch

packing

Technical

officer

supervisor

operator

worker

Officer ghee

section

Technical

officer

supervisor

operator

worker

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INTRODUCTION

Production Department is most important part in any organization, firm, company or

co-operative sectors. Production can be made for the middle users or for the end-users (direct

consumers). Production do the main work of converting raw material into semi-finished or

finished goods, it depends on what kind of production the organization is doing.

In the context of Saras DAIRY, people have endless demand for milk and milk products.

SARAS DAIRY undertakes the procurement of milk and its production likewise satisfying the

needs and demand of people. It estimates the demand and accordingly production is done for

which arrangement of Raw material, finance and provision for selling is made by SARAS

DAIRY.

The Production Department is interrelated with the Personnel, Finance, and Marketing

Department. During the year the average weight of milk received from the co-operative milk

societies was 3, 34,588 kg. The maximum quantity of milk received in one day was 4, 44,008 kg

during the year.

Activities of Production Department:

� There are mainly five (5) activities done by the Production Department. They are as follows:

1. Raw Material Receiving Dock

2. Pasteurization

3. Standardization

4. Homogenization

5. Pouch packing Section

Saras Dairy has set up a modern plant for the production process. It has established its plant in a

modern high tech style which functions nearly 80% automatically

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1.3.2: Finance Department

INTRODUCTION Finance is the most crucial part in any organization. Finance is required in each & every

stage of the business. Business is nothing but a process of making money through money.

The finance department of a business takes responsibility for organizing the financial and

accounting affairs including the preparation and presentation of appropriate accounts, and the

provision of financial information for managers

The primary purpose of the Finance Department is to monitor and report on the financial

position of the Saras Dairy and to provide an excellent level of service to their public customers

and customers in other City Departments.

It can be acquired through various sources. After the acquisition of finance, the work of

utilization of finance is to be decided. The finance department has to deal with not only the

procurement of finance but also with the proper utilization of it. Finance is the basic requirement

for purchase of assets, production of goods, marketing, selling, etc. The finance department takes

the decision regarding financial matters. Thus, we can say that finance dept. is one of the most

important dept.

Source of Finance in Saras Dairy

Saras dairy does not raise finance for short term as all the requirement for short-term

finance are fulfilled by the internal sources (i.e. reserves & surplus). Mostly, finance is raised

from long-term sources of finance. All the requirement of finance is fulfilled either by issuing

equity shares or by taking loan from “National Dairy Development Board”. The repayment of

loan is done in equal installments, the amount is pre-decided. Generally, 6% interest is charged

on the amount of loan.

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The Main Areas Covered By Financial Department in Dairy

• Book keeping procedures.

• Creating a balance sheet & profit and loss account.

• Providing information to management.

• Management of wages & salary.

• Raising Funds.

• Cost allocation.

Capital Structure in Saras Dairy

Capital structure of an organization refers to procurement of capital. Capital structure

including all the financial. Thus capital structures of an organization show how or through which

sources raised.

Saras dairy is a co-operative society and its shares are out listed in stock exchange.

However the shares are purchased by the milk societies who can easily become its members.

These societies are not paid dividend but get prices difference.

Saras Dairy Is A Co-Operative Organization. It Does Not Issue Right Or Any Other

Public Issue. Therefore There Is No Question Of Any Bonus.

“SARAS DAIRY” does not have any other source of raising fund from its profits. For

any undertaking it is financial by NDDB or self-financing.

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1.3.3: Marketing Department

ORGANIZATIONAL STRUCTURE OF MARKETING DEPARTMENT Saras dairy is having a full-fledged marketing dept. where all the functions related to marketing are performed. As a part of marketing strategy saras Dairy has increased its Morning milk centers Saras Dairy has also started marketing ghee in rural area through dairy cooperative societies. The results of the same have been overwhelming and presently we are selling over 85 MT per month of ghee through DCSs.

MARKETING

MANAGER

MARKETING

SUPRITENDENT

JUNIOR OFFICER

JUNIOR

INSPECTOR

SENIOR

SUPERVISOR

JUNIOR

SUPERVISOR

SALESMAN

SENIOR OFFICE

JUNIOR OFFICER

SENIOR

ASSISTENT

JUNIOR

ASSISTENT

SUPRITENDENT

JUNIOR

SUPRITENDENT

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Distribution Network Distribution channel can be divided in two categories:- a) Urban Distribution Network b) Rural Distribution Network Urban Distribution Network a) Milk Distribution Network Distribution Network: 1. Twenty Seven Zones. 2. Twenty Seven Distributors one distributor for one Zone. 3. One Vehicle for retail Stores Milk & Milk products supply. 4. Three Vehicles for department supply i.e. Army Supply, Hospital Supply etc. B) Fresh Product Distribution Network Distribution Network: 1. 28 Distributors for fresh product supply in Jaipur City. 2. Two Distt. for exclusive Saras Parlour supply. 3. One mobile vehicle for M.B 186 (RCDF), 147(Secretariat), 116(Vidhansabha) supply. C) Ice-cream distribution 1. Three Distributors for Ice-cream supply in Jaipur City. 2. One vehicle for M.B 186 (RCDF). d) Ghee Distribution network 1. Twenty Eight Distributor for Ghee distribution. 2. Jaipur Dairy has started marketing ghee in rural areas through dairy cooperative socities. The results of the same have been overwhelming and presently we are selling over 85 MT per month of ghee through DCS's

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Retail Outlet Network Jaipur Dairy sells its milk & milk products through a network of over 1800 retail outlets spread over Jaipur city and nearby 50 towns in 2003 and currently Jaipur Dairy has a network of over 4500 Retail outlets over Jaipur City and nearby 100 towns. Outlets of Saras Categorization as under: 1) Booths 2) Shop Agencies 3) Institutions 4) Saras Parlor Retail Outlet Network in Urban Areas * Booths - 585 Jaipur Dairy Own Booth – 200 Private- 385 * Shop Agency- 3295 * Parlors Eighty Two run by Private Party. Milk Booth- 186 (RCDF) Parlor run by Jaipur Dairy Milk Booth- 1581 Modern Trends- Eight 1).world trade park 2).ReliancFresh 3).Metro 4).Easyday 5). Hyper City 6). Vishal Mega Mart 7). Big Bazar 8). Big Shopper's * Canteens - Three 1. Vidhansabha 2. Secretariat 3. Amer run by Jaipur Dairy * Departments: Thirty Eight which is listed in Jaipur Dairy

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Retail Outlet Network in Rural Areas * Shop Agency - 1300 * Parlors- 6 Rural Parlors & 2 Highway Parlors Rural Distribution Network a) Milk Distribution Network Earlier Distribution Network: Eleven Distributors for eleven Routes. Current Distribution Network: Twenty Eight Distributor for 28 Routes (One Distributor for one Route). b) Fresh Product Distribution Network

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1.3.4: Human Resource Department INTRODUCTION

Human Resource Management in simple words means planning, organizing, directing and controlling of procurement, recruitment, selection, training and development, compensation, integration, maintenance, appraisal, allocation and separation of Human Resources Human Resource Management at Saras Dairy

“Saras Dairy is one of the leading Dairy” It shares collaborative and friendly relationship

with preferred partners, employees, consumers and other workers involved to it. It maintains a

transparency in handling the above relations and stick to its standards.

The HRM function or Personnel department function in Saras Dairy is indeed vast. All

major activities since working of a worker – from the time of his/her selection in to an

organization until he/she resigns or get retired or leave job for any reason – comes under the

preview of HRM.

The HR planning in Dairy is very smooth and transparent. It made Saras Dairy a HUGE

BIG Family of approximately 1400 employees. In saras Dairy major attention is given on the

welfare and Safety of employees. They are also given different kind of incentives to increase

their production effectiveness.

Dairy also focuses on developing human value and potential through various bearing and

development activities and provide favorable atmosphere. All these functions are performed by

HR in Saras Dairy.

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ORAGANIZATIONAL CHART OF PERSONNEL DEPARTMENT

Human Resource Is Divided Into Different Parts

The HR in Saras Dairy in mainly divided into four sections:

• Personnel Department

� Recruitment, selection, training, industrial relations, negotiation with Union etc.

GENERAL MANAGER (P&A)

MANAGER

(PERSONNEL)

MANAGER

TIME KEEPING

MANAGER

(ADMIN)

SUPERINTENDENT

(TELEPHONE)

OFFICER OFFICER SR. OFFICER OFFICER

JR. OFFICER JR. OFFICER JR. OFFICER

SR. EXECUTIVE SR. EXECUTIVE SR.EXECUTIVE

JR. ASSISTANT JR. ASSISTENT

TIME KEEPER

JR.ASSISTANT

(ADMIN)

MANAGING DIRECTOR

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• Administration Department

� Its handles canteen, security, welfare facilities, safety, Any theft or loss, Absenteeism

, events, AGM meeting organizing, licensing work, hygiene of various dept., etc.

• Time Keeping Department

� It handles salary & wages, records of employees, provides benefit of statutory, ESS,

Form fill up, punching System, provident fund, ESI etc.

• Telephone Department & Computer Department

� Maintains the connection of each department and provides facility of CUG to each

employee to remain in contact while doing work. So that if any query or problem

occur they can contact each other easily. Computer system handles the whole MIS in

Saras Dairy.

.

Recruitment Recruitment is a process of searching for prospective employees & stimulating them to

apply for the job in the org. Recruitment of an employee is done on the bases of “Human Resource

Planning” carried by Saras dairy Mgt. At Jaipur dairy recruitment is done through both sources

i.e. internal as well as external sources.

• Internal Recruitment:

Recruiting employees internally like promotion, transfers, etc.

• External Recruitment:

Recruiting employees form job portals, employment exchange, campus interview,

advertisements. Dairy uses External source of recruitment mostly.

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1.3.5: Purchase and Stores Department

INTRODUCTION

Inventory Management System

In Saras dairy, the store department uses the FIFO method. I.e. First In First Out method

of inventory management.

Purchase Procedure

Saras Dairy’s main raw material is milk. The purchase department has only to pick up

just 10% of other raw material. The purchase procedure is as under:

1. First of all respective department heads find out their need and get it approve by the

managing director.

2. Then they contact the stores department.

3. After this they send an indent to the purchase department.

4. The purchase department then asks for quotation from the suppliers.

5. After the quotations are received will then be selected.

6. The least cost giving suppler will then be selected.

7. Then take the approval and give the authority to the supplier who gets the quotation

passed.

8. Then just let the finance department will make the payment the supplier after the

delivery of goods.

Types of Stores

� Cold Stores

The cold stores are use for storing milk, chhas, flavored milk, dahi etc. and many other products.

� General Store

Here plastic of milk bags is store; tins of ghee, milk powder, fodder for cattle’s etc. are stored.

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1.3.6: ORGANIZATIONAL STRUCTURE OF QUALITY CONTROL

DEPARTMENT

INTRODUCTION

Activities Carried By People in Quality Control Lab

� Superintendent

The superintendent observes all the activities in the lab,

Packing and giving the guidance.

� Junior Officer

Here the officer looks after all Agmarks related to ghee

And butter in the lab.

� Senior Officer

Here the senior chemist looks after ISO 14000 and

ISO 9000-20000 certificates.

� Chemist

The chemist looks after all the society milk, pasteurized

milk and other milk products.

� Sampler

The sampler takes the samples from the milk received

from different co-operative societies.

� Micro Biologist (Milk Plant)

The microbiologist cleans up all the tools and machines,

which are used for milk, butter and buttermilk.

MANAGING

DIRECTOR

QUALITY

CONTROL

MANAGER

QUALITY

CONTROL

OFFICER

SENIOR

CHEMIST

JUNIOR

CHEMIST

SAMPLER

WORKER

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1.3.7: Dispatch and Logistics Department

INTRODUCTION

Dispatch and Logistics

All activities carried out under the supervision and order General Manager of Marketing head

i.e. order of milk and milk products are dispatched as per the order of customers and retailer and

all records of dispatch are kept in dispatch register and computer.

• In dispatch department the work is divided in 3 shifts

1. Morning

2. Afternoon

3. Evening

• Sources of Mode of Transportation

There are trucks, tempos, insulated vans, three wheeler tempos are used to deliver the milk and

the milk products in all the three shifts.

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CHAPTER 2

LETERTURE REVIEW

2.1: Background of the study

Many large organizations have marked their presence in the dairy industry and trying to

grab as much market share as possible in the industry. Saras Dairy is also one of the cooperative

organization which is engage in producing the milk and milk products.. This as a result has

maintained national and international for quality and consumers’ likeliness. These high standard

milk and milk products manufactured economically using modern technology are made available

timely to consumers.

The dairy is manufacturing different types of milk and milk products. The profiles of these

products are as under:

Milk

Ghee

Sr. No. Brand Name Fat SNF Price

(500 ml)

Price

(5 ltr)

Price

(200ml)

1 Saras Gold 6.00 9.00 Rs 24.00 Rs 140

2 Saras Tonned 3.00 8.50 Rs 18.00 Rs 85

3 Saras double tonned 1.50 9.00 Rs 20.00

Sr. No. Type of Ghee Brand Name Quantity Price

1 Saras ghee Saras 500 ml Rs 186/-

3 Ghee of Cow’s ghee Saras 1 lit Rs 395/-

4 Ghee of Cow’s ghee Saras 15 liters Rs5595/-

5 Ghee of Cow’s milk Saras 15 liters Rs 5970/-

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Butter

Sr. No. Type Quantity

1 Table Butter 100 gm

2 White Butter 500 gm

Flavored Milk

Sr. No. Packing Quantity Price

1 Bottle 200 ml Rs 18.00

Butter Milk

Sr. No. Type Quantity Price

1 Goras (Simple Chaas) 500 gm Rs 12.00

2 Jira Chaas 250 gm Rs 10.00

Curd

Sr. No. Packing Quantity Price

1 Cup 200 ml Rs 15.00

• LASSI

• DRY SWEETS (MITHAEE) • ICE-CREAM

• THICKSHAKE • PANEER

• SRIKHAND And • CHEESE is the other products, which are also manufacture by the Saras Dairy.

The above mention products are immensely popular among the consumers of Jaipur city

and become the brand among them. Thus the dairy has increased its sales of its products in order

to meet the demands of the consumers. The quality of these products is far superior to that of the

other local manufacturers of the similar types of products.

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It is very important for the dairy to satisfy the needs of the consumers who have join the

dairy with some expectations in terms of price, quality and quantity. As dairy is engage in

manufacturing many products along with the milk, it is very essential to give regular attention on

them also. This is very important to know about consumer preference and brand awareness

towards these products. So I am going to study the consumer preference and brand recallability

towards Saras Dairy’s products.

2.2: Importance of the study

This study will help the organization in the following ways.

� To know the consumer preference towards the various products of the dairy.

� To know the brand recallability among consumers towards the products of the Saras dairy.

� To formulate and implement new marketing strategies to increase brand awareness

among the consumers in a city and also to make profit.

� To know the favorite brand among the consumers of the Saras dairy and also the pattern

of their consumption.

� To know the consumer buying behavior.

� To know the level of satisfaction towards the quality of the products those are purchased

by the consumers.

� To know the level of satisfaction towards the price of the products those are charged by

the Saras dairy.

� To know the level of importance towards the attributes of the products of the Saras dairy.

32

2.3: Objectives of the study

Primary objective:

� To Know the Consumer Preference and Brand Recallability towards Saras Dairy’s

Products in Jaipur City.

Secondary objectives:

� Frequency of buying of preferred products of saras dairy

� To know the importance of various attributes of the products of saras dairy.

� To know the buying behavior or pattern of consumers towards purchase of Saras

dairy’s products.

� To know about the respondent’s opinion on quality, price of the products of Saras

dairy.

33

Chapter-3

Research Methodology

3.1: Research Design

� In this study a descriptive research design has been chosen.

3.2: Sources of Data

� Primary Data:

The primary data is collected with the help of the questionnaire by taking the responses

of the respondents. As all the respondents are aware about this type of survey it becomes easy

for me to collect the information needed for the study.

� Secondary Data:

The secondary data is collected through the following sources:

• Past Reports

• Data through internet source

• Annual reports of the Saras Dairy

3.3: Data collection method

� Personal survey has been used to collect the data through structured questionnaire.

Universe

� The universe consists the respondents of the Jaipur city.

3.4: Sampling method

� Convenience Sampling Method has been used to select the samples.

3.5: Sample size

� Samples of 100 respondents are taken from the city for the study.

3.6: Sampling frame

� Individuals from Jaipur city.

34

Chapter -4 Data Analysis and Interpretation

AGE ANALYSIS:

Table-1

Table showing the age of the respondents

Age No. of respondents Below-20 01 21-40 54 41-55 37 55-Above 08 TOTAL 100

Chart-1

Chart showing the age of the respondents

Analysis:-

This chart shows the diversity in the age group that I have chosen for my sample study

regarding consumer preference and brand recallability of the Saras dairy’s products. From

the above analysis, it can be noted that the majority belongs to age group between 21-40 (54

respondents), while the age group of 41-55 consists of 37 respondents, further 8 respondents

fall under the 55-above age group and lastly only 1 respondent fall under below-20 age group

who prefer and are able to recall the products of Saras dairy.

1

54

37

8

0

10

20

30

40

50

60

Below-20 21-40 41-55 55-Above

Below-20 21-40 41-55 55-Above

35

GENDER ANALYSIS:

Table-2

Table showing the gender of the respondents

Gender No. of respondents Male 66 Female 34 TOTAL 100

Chart-2

Chart showing the gender of the respondents

Analysis:

The above chart shows that out of 100 respondents surveyed during the research study 66

respondents are male respondent and the rest 34 respondents are female respondent.

ANNUAL HOUSEHOLD INCOME ANALYSIS:

Table-3

Table showing the annual household income of the respondents

Annual Household Income No. of respondents Less than 2,00,000 11 2,00,001 - 4,00,000 41 4,00,001 - 6 ,00,000 31 More than 6,00,000 17 TOTAL 100

66

34

0

10

20

30

40

50

60

70

Male Female

Male Female

36

Chart-3

Chart showing the annual household income of the respondents

Analysis:

Here, in this chart out of 100, majority of the respondents i.e. 41 have the annual

household income between 2 lac-4 lac. While 31 respondents are having the income of 4 lac-

6 lac. People with more than 6 lac are consists of 17 respondents and lastly 11 respondents

fall under the income of less than 2 lac.

OCCUPATION ANALYSIS:

Table-4

Table showing the occupation of the respondents

Occupation No. of respondents Service 42 Self-employed 29 Student 16 Others 13 TOTAL 100

11

4131

17

0

20

40

60

Less than

2,00,000

2,00,001 -

4,00,000

4,00,001 -

6,00,000

More than

6,00,000

Less than 2,00,000 2,00,001 - 4,00,000

4,00,001 - 6,00,000 More than 6,00,000

37

Chart-4

Chart showing the occupation of the respondents

Analysis:

Out of 100 surveyed respondents, 42 of them are having service background, while 29

respondents are self-employed, 16 are student and the remaining is included in others

(basically are housewife). This means that 42% of respondents are from service by occupation

and 29% of them are self-employed, 16% are student while the rest 23% are others i.e.

housewives. So from the above graph, it is clear that the surveyed respondents were mostly

from service and self-employed by occupation.

Q1. Do you consume Saras Dairy’s products?

Table-5

Table showing the response for the consumption of the Saras Dairy’s products

Response No. of respondents YES 100 NO 0

TOTAL 100

42

29

16 13

0

10

20

30

40

50

Service Self-employed Student Others

Service Self-employed Student Others

38

Chart-5

Chart showing the response for the consumption of the Saras Dairy’s products

Analysis:

Out of the total 100 respondents, all the 100 respondents are consuming one or the other

products of the Saras Dairy. There is no respondent who is not consuming any product of the

Saras Dairy. So of the total households, 100% people are consuming the Saras Dairy’s

products in some or the other way.

0

50

100

YES NO

100

0

YES NO

39

BRAND RECALLABILITY :

Unprompted brand recallability

Q3. (A) Which ONE brand comes to your mind, when you think about Saras Dairy?

Table-7

Table showing the top of the mind response of the Saras Dairy’s products

Brand No. of respondents Milk 55 Butter milk (Chhas) 04 Curd (Dahi) 04 Flavored milk 05 Butter 02 Ghee 00 Lassi 05 Dry Sweets (Mithaee) 01 Ice-cream 09 Gulab jamun 01 Thickshake 00 Rasgulla 01 Paneer 02 Shrikhand 08 Cheese 03 TOTAL 100

Chart-7

Chart showing the top of the mind response of the Saras Dairy’s products

55

4 4 5 2 05

19

1 0 1 28

3

0

10

20

30

40

50

60

Top of the mind

40

Analysis:

From the above table as well as from the chart it is clearly observed that the product Milk

is set at the top of the mind of the respondent when they think about the Saras Dairy. Out of

the total 100 respondents, the product Milk is set at the top of the tongue or it can also be said

that it is at the top of the mind among majority of the respondents i.e. 55 when they think

about Saras dairy. While the product Ice-cream is followed by the product milk as secure the

position at the top of the mind among the 9 surveyed respondents. Further the product

Shrikhand set at the top of the mind among the 8 respondents and similarly with the rest of

the products.

Q3. (B) Are there any other brands that come to your mind as well?

Table-8

Table showing unprompted recallability of brands

Brand No. of respondents % of respondent Milk 44 08 Butter milk (Chhas) 64 11 Curd (Dahi) 60 11 Flavored milk 56 10 Butter 46 08 Ghee 45 08 Lassi 37 06 Dry Sweets (Mithaee) 44 08 Ice-cream 60 11 Gulab jamun 13 02 Thickshake 09 02 Paneer 19 03 Shrikhand 33 06 Cheese 20 03 TOTAL 570 100

41

Chart-8.1

Chart showing the response of unprompted recallability of the other brands

Analysis:

As there were multiple responses given by the respondents, it is clearly observed from

the above chart that the maximum numbers of respondents are able to recall the brand

buttermilk other than their top of the mind brand. This brand consists of 64 respondents.

While the brands of products Curd and Ice-cream both include equal respondents of 60 in

numbers who are able to recall unpromptedly. Further at the third position is secured by the

product flavored milk which has 56 respondents who are able to recall the brand

unpromptedly.

While the brands butter and ghee which is more popular among the housewives is able to

recall unpromptedly. This consist of the respondents 46 and 45 respectively for both the

brands of products. Further the brand milk and dry sweets consists same number of

respondents for recalling them without prompting about them.

Lastly, the brands Thickshake and Rajwadi kadhi which are recall very few by the

respondents who are surveyed during the research study.

44

6460

56

46 45

37

44

60

139

19

33

20

0

10

20

30

40

50

60

70

Chart Title

42

Q3. (C) Which brand of product would you say is your 1st favorite brand? It may or may

not be the brand you use/chose most often.

Table-9 Table showing the response for the 1st favorite brand

Brand No. of respondents

Milk 31

Butter milk (Chhas) 13

Curd (Dahi) 04

Flavored milk 06

Butter 05

Ghee 02

Lassi 04

Dry Sweets (Mithaee) 00

Ice-cream 21

Gulab jamun 00

Thickshake 01

Paneer 02

Shrikhand 04

Cheese 06

TOTAL 100

43

Chart-9

Chart showing the response for the 1st favorite brand

Analysis:

The above chart shows the response of the respondents for their 1st favorite brand among

all the brands that are manufacture by the dairy. So from this chart out of the 100 respondents,

31 respondents have the milk as their 1st favorite brand. While 21 respondents say that their

1st favorite brand is ice-cream. Further 13 respondents say that butter milk is their 1st favorite

brand. While the rest brands such as curd, flavored milk, butter, ghee, lassi, thickshake, gulab

jamun, paneer, shrikhand and cheese are the 1st favorite brands which consists of 4, 6, 5, 2,

4, 1, 1, 2, 4, and 6 respondents respectively.

31

13

46 5

24

0

21

0 1 24

6

0

5

10

15

20

25

30

35

1st fav Brand

44

Q3. (D) Which brand of product would you say is your 2nd favorite brand?

Table-10

Table showing the response for the 2nd favorite brand

Brand No. of respondents Milk 18

Butter milk (Chhas) 11

Curd (Dahi) 09

Flavored milk 08

Butter 08

Ghee 01

Lassi 08

Dry Sweets (Mithaee) 07

Ice-cream 20

Gulab jamun 01

Thickshake 00

Rasgulla 02

Paneer 02

Shrikhand 03

Cheese 02

TOTAL 100

45

Chart-10

Chart showing the response for the 2nd favorite brand

Analysis:

Here the above chart shows the 2nd favorite brand of the consumers who are surveyed

during the study research. So from the total of 100 respondents, the brand ice-cream is the

2nd favorite brand of 20 respondents while 18 respondents preferred milk as their 2nd favorite

brand. And 11 respondents chose buttermilk as their 2nd favorite brand.

Further the brand curd is chosen as 2nd favorite brand by 9 respondents and the brands

such as flavored milk, butter and lassie have 8 respondents each who select them as their 2nd

favorite brand. While 7 respondents chose dry sweets as their 2nd favorite brand.

At the end, 2 respondents for each of the brands namely chacch, paneer and cheese and 1

respondents for each brands such as ghee and have chosen their 2nd favorite brand. Lastly,

none of the respondents have chose thickshake as their 2nd favorite brand.

Thus, it can be observed that the brand ice-cream is either 1st or 2nd favorite among

majority of the respondents who were surveyed during the study.

18

119

8 8

1

87

20

10

2 23

2

0

5

10

15

20

25

Chart Title

46

Prompted Brand Recallability

Q3. (E) I have here a list of brands. Can you tell which these brands are you able to recall

of?

Table-11

Table showing the prompted recallability of the brands

Brand No. of respondents % of respondent

Milk 04 01

Butter milk (Chhas) 12 02

Curd (Dahi) 15 03

Flavored milk 34 07

Butter 32 06

Ghee 40 08

Lassi 50 10

Dry Sweets (Mithaee) 24 05

Ice-cream 40 08

Rajwadi kadhi 34 07

Thickshake 48 10

Pizza 61 12

Paneer 50 10

Shrikhand 41 08

Cheese 15 03

TOTAL 500 100

47

Chart-11.1

Chart showing the prompted recallability of the brands

Analysis:

Here in this chart, as there were multiple answers given by the respondents, majority of

the respondents when they are prompted for other brands to recall of they were able to recall

pizza out of all the brands the most i.e. 61 respondents are able to recall pizza when they are

exposed to the lists of the brands that are manufacture by the Saras Dairy. The next most

prompted recallable brands are paneer and lassi which has equal respondents i.e. 50. The next 48

respondents are able to recall thickshake when the list of brands was shown to them. 41

respondents are able to recall the brand shrikhand when they were exposed to the list of brands.

40 respondents are able to recall the brands ice-cream and ghee while 34 respondents were able

to recall the brands rajwadi kadhi and flavored milk when the list of brands was shown to them.

While 32 respondents and 24 respondents are able to recall the brand butter and dry sweet

respectively when they are prompted to recall by showing them the list of brands.

Further, 15 respondents were able to recall the brands curd and cheese and 12 respondents

were able to recall butter milk when they are prompted. And lastly, only 4 respondents were able

to recall milk as a brand when the list of brands of products was shown to them.

4 12 1534 32 40

50

2440 34

4861

5041

15

0

20

40

60

80M

ilk

Bu

tte

r m

ilk

(Ch

ha

s)

Cu

rd (

Da

hi)

Fla

vo

red

mil

k

Bu

tte

r

Gh

ee

Lass

i

Dry

Sw

ee

ts

(Mit

ha

ee

)

Ice

-cre

am

Ra

jwa

di

ka

dh

i

Th

ick

sha

ke

Piz

za

Pa

ne

er

Sh

rik

ha

nd

Ch

ee

se

Milk Butter milk (Chhas) Curd (Dahi)

Flavored milk Butter Ghee

Lassi Dry Sweets (Mithaee) Ice-cream

Rajwadi kadhi Thickshake Pizza

Paneer Shrikhand Cheese

48

Recommended Brands

Q3. (F) If you had to recommend the brands of products of Saras Dairy to somebody, which

brands would it be?

Table-12

Table showing the recommended brands of products

Brand No. of respondents % of respondent Milk 57 16 Butter milk (Chhas) 38 10 Curd (Dahi) 26 07 Flavored milk 24 07 Butter 13 04 Ghee 11 03 Lassi 17 05 Dry Sweets (Mithaee) 14 04 Ice-cream 50 14 Gulab jamun 09 02 Thickshake 22 06 Rasgulla 11 03 Paneer 18 05 Shrikhand 31 08 Cheese 21 06 TOTAL 362 100

Chart-12.1

Chart showing the recommended brands

57

38

26 2413 11

17 14

50

9

2211

18

3121

0102030405060

Chart Title

49

Analysis:

Here in this chart, milk was recommended by the majority of the respondents i.e. 57. The

next recommended brand is ice-cream which was consists of 50 respondents. The next brand

which was recommended to others by the surveyed respondents is butter milk and shrikhand

which was recommended by 38 and 31 respondents respectively. Further, the brand curd,

flavored milk, thickshake and cheese were recommended by 26, 24, 22 and 21 respondents

respectively to others for the consumption. Similarly the brand paneer, lassi, dry sweet, ghee and

Rasgulla were recommended by 18, 17, 14, 11 and 11 respondents respectively to others to

use/consume these brands of products.

Q4. How often do you consume the 1st favorite brand of product of Saras Dairy?

Table-13

Table showing the consumption pattern of 1st favorite brand

Consumption Pattern No. of respondents Daily 49 Once in a week 38 Once in a fortnight 07 Once in a month 06 Once in a six month 00 TOTAL 100

Chart-13

Chart showing the consumption pattern of 1st favorite brand

0

20

40

60

Daily Once in a

week

Once in a

fortnight

Once in a

month

Once in a

six month

4938

7 6 0

Daily Once in a week Once in a fortnight

Once in a month Once in a six month

50

Analysis:

Here the above chart shows the consumption pattern of the 1st favorite brand of Saras

Dairy’s product. Out of total 100 surveyed respondents. 49 respondents consume their 1st favorite

brand of product on a daily basis. While 38 respondents consume their 1st favorite brand once in

a week. Further7 respondents consume once in a fortnight and 6 respondents consume their 1st

favorite brand once in a month.

While at the end, there is no respondent who consume the 1st favorite brand of product

once in a six months.

Q5. How often do you consume the 2nd favorite brand of product of Saras Dairy?

Table-14

Table showing the consumption pattern of 2nd favorite brand

Consumption Pattern No. of respondents Daily 34 Once in a week 31 Once in a fortnight 26 Once in a month 09 Once in a six month 00 TOTAL 100

Chart-14

Chart showing the consumption pattern of 2nd favorite brand

0

5

10

15

20

25

30

35

Daily Once in a

week

Once in a

fortnight

Once in a

month

Once in a six

month

3431

26

9

0

Daily Once in a week Once in a fortnight

Once in a month Once in a six month

51

Analysis:

From the above chart, it is clearly observed that 34 respondents out of 100 consume their

2nd favorite brand of product on a daily basis. While 31 respondents consume the product once

in a week. Further, as compare to 1st favorite brand more people consume 2nd favorite brand of

product in once in a fortnight pattern. This means that 26 respondents consume 2nd favorite brand

on a once in a fortnight basis. While 9 respondents out of 100 respondents consume them in once

in a month.

.Q6. What is the average amount spent by you on the Saras Dairy’s products in a month?

Table-15

Table showing the buying pattern of the respondents

Amount No. of respondents Below Rs.200 03 Rs.200 to Rs.400 20 Rs.401 to Rs.600 39 Rs.601 to Rs.1000 31 Rs.1001 & above 07 TOTAL 100

Chart-15

Chart showing the buying pattern of the respondents

3

20

39

31

7

0

10

20

30

40

50

Below Rs.200 Rs.200 to

Rs.400

Rs.401 to

Rs.600

Rs.601 to

Rs.1000

Rs.1001 &

above

Below Rs.200 Rs.200 to Rs.400 Rs.401 to Rs.600

Rs.601 to Rs.1000 Rs.1001 & above

52

Analysis:

The average amount spent by the majority of the respondents i.e. 39 is between Rs.401

to Rs.600. while 31 respondents’ average amount on the purchase of the Saras Dairy’s products

is between Rs.601 to Rs.1000. Further within the range of Rs. 200 to Rs.400, there were 20

respondents who spent their average amount on the dairy’s products. While there are very few

respondents i.e. 7 who spent average amount on the purchase of the Saras Dairy’s products. At

the end, only 3 respondents spent below Rs.200 as an average amount on the dairy’s products.

Q7. Are you satisfied with the quality of the products that you purchased?

Table-16

Table showing the satisfaction level of quality

Satisfaction level No. of respondents Highly satisfied 24 Satisfied 68 Neither satisfied nor dissatisfied 07 Dissatisfied 01 Highly dissatisfied 00 TOTAL 100

Chart-16

Chart showing the satisfaction level of quality

Analysis:

Out of 100 respondents, 68 respondents are satisfied with the quality of the products of

the Saras Dairy. While 24 respondents are highly satisfied with the quality of the dairy’s products.

Whereas 7 respondents are neutral about the quality of the products. Further, only one respondent

24

68

7 1 00

20

40

60

80

Highly satisfied Satisfied Neither satisfied

nor dissatisfied

Dissatisfied Highly dissatisfied

Highly satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Highly dissatisfied

53

is dissatisfied with the quality of the products of the Saras Dairy. There is not a single respondent

who is highly dissatisfied with the quality of the products.

Q8. Are you satisfied with the price that is being charged from you, for the product?

Table-17

Table showing the satisfaction level of price

Satisfaction level No. of respondents Highly agree 04 Agree 59 Neither agree nor disagree 24 Disagree 11 Highly disagree 02 TOTAL 100

Chart-17

Chart showing the satisfaction level of price

Analysis:

Out of 100 respondents, 59 respondents agree that they are satisfied with the price that is

charged from them for the products. While 24 respondents are indifferent about the price of the

products. Whereas 11 respondents are disagree towards the price that is charged from them for

the products of the Saras dairy. Lastly, 4 respondents are highly agree and 2 respondents are

highly disagree towards the price that is charged from them for the products.

4

5924 11 2

0

100

Highly agree AgreeNeither agree nor disagreeDisagree Highly disagree

Highly agree Agree

Neither agree nor disagree Disagree

Highly disagree

54

Q9. Rank the attributes of the products of Saras Dairy purchased by you as per their

importance? (Develop a five point scale from 1 through 5 where 1= Least Important and 5= Most Important)

A. PRICE Table-18.1

Table showing the level of importance of the price attribute

Importance No. of respondents

Least Important(1) 01

Little Important(2) 13

Somewhat Important(3) 28

More Important(4) 32

Most Important (5) 26

Total 100

Chart-18.1

Chart showing the level of importance of the price attribute

Analysis:

Here in the above chart the surveyed respondents believe price as the most important

attribute while purchasing the products. Here 26 respondents believe price as most important

attribute and 32 respondents believe price is more important attribute while purchasing the

products of the Saras dairy and 28 respondents also believe that price is somewhat important for

them while purchasing the products.

0

20

40

Least

Important(1)

Little

Important(2)

Somewhat

Important(3)

More

Important(4)

Most

Important (5)

113

28 3226

Least Important(1) Little Important(2) Somewhat Important(3)

More Important(4) Most Important (5)

55

B. QUALITY

Table-18.2

Table showing the level of importance of the quality attribute







Total 100

Chart-18.2

Chart showing the level of importance of the quality attribute

Analysis:

This chart shows the importance of quality of Saras Dairy’s products. Out of the total 100

respondents, 89 respondents have ranked quality as the most important attribute while purchasing

the products of the Saras Dairy. Whereas 7 respondents have ranked quality as more important

and 4 respondents believe that quality is somewhat important while purchasing the products.

0

20

40

60

80

100

Least

Important(1)

Little

Important(2)

Somewhat

Important(3)

More

Important(4)

Most

Important (5)

0 0 4 7

89



56

C. AVAILABILITY

Table-18.3 C. D.

Table showing the level of importance of the availability attribute Importance No. of respondents Least Important(1) 01 Little Important(2) 03 Somewhat Important(3) 30 More Important(4) 46 Most Important (5) 20 Total 100

E. F. G .

Chart-18.3

H. I.

Chart showing the level of importance of the availability attribute

Analysis:

From the above chart it can be easily understand that respondents have ranked availability

as the more important attribute while purchasing the products. Whereas 30 respondents believe

that availability is somewhat important and 20 respondents believe that availability is the most

important attribute while making the purchase of the products of the Saras Dairy. While only 1

and 3 respondents’ ranked availability as a least and little important attribute.

0

10

20

30

40

50

Least

Important(1)

Little

Important(2)

Somewhat

Important(3)

More

Important(4)

Most

Important (5)

1 3

30

46

20



57

D. VARIANTS

Table-18.4 A. B.

Table showing the level of importance of the variants attribute







Total 100 C. D. E.

Chart-18.4 F. G .

Chart showing the level of importance of the variants attribute

Analysis:

The above chart shows the maximum number of respondents i.e. 52 have ranked variants

as the somewhat important attribute while purchasing the products of the dairy. Whereas 26

respondents believe that variants is more important attribute of the products and 6 respondents

believe that it is the most important attribute. Last but not the least 3 and 13 respondents have

ranked the variants as the least and little important attribute of the products of the Saras Dairy.

0

10

20

30

40

50

60

Least

Important(1)

Little

Important(2)

Somewhat

Important(3)

More

Important(4)

Most

Important (5)

3

13

52

26

6



58

E. PACKAGING

Table-18.5 A. B.

Table showing the level of importance of the packaging attribute







Total 100 C. D. E.

Chart-18.5

F. G .

Chart showing the level of importance of the packaging attribute

Analysis:

Here out of 100 respondents, 43 respondents have ranked the attribute packaging as

somewhat important. While 29 respondents have ranked it as more important and 10 respondents

have ranked it as the most important attribute. Whereas 16 respondents have ranked the attribute

packaging as the little important and just 2 respondents believe it as the least important attribute

of the products of the dairy.

0

5

10

15

20

25

30

35

40

45

Least

Important(1)

Little

Important(2)

Somewhat

Important(3)

More

Important(4)

Most

Important (5)

2

16

43

29

10



59

F. QUANTITY

Table-18.6 A. B.

Table showing the level of importance of the quantity attribute







Total 100 C. D. E.

Chart-18.6

F. G .

Chart showing the level of importance of the quantity attribute

Analysis:

The above chart clear shows that 37 respondents have ranked quantity as more important

attribute of the products. While 24 respondents have ranked the attribute quantity as the most

important while purchasing the products of the dairy. Whereas 29 respondents believe that it is

somewhat important while purchasing the products. And at the last 9 respondents have ranked

quantity attribute as the little important and only 1 respondent have ranked the attribute quantity

as the least important one.

0

10

20

30

40

Least

Important(1)

Little

Important(2)

Somewhat

Important(3)

More

Important(4)

Most

Important (5)

1

9

29

37

24



60

Q10. Do you agree that Saras Dairy’s products are more superior in quality to other brands of products? (1= strongly agree to 5= strongly disagree)

Table-19

Table showing the satisfaction/superiority level

Satisfaction level No. of respondents

Highly agree 09

Agree 53

Neither agree nor disagree 32

Disagree 06

Highly disagree 00

TOTAL 100

Chart-19

Chart showing the satisfaction/superiority level

Analysis:

From the above chart, it is clearly observed that out of the total 100 respondents, 53 respondents

agree that Saras Dairy’s products are more superior to others brands of products in terms of

quality. While 32 respondents who are surveyed respond that they are neither agree nor disagree

about the quality of the Saras Dairy’s products as compare to other brands of products. Whereas

9 respondents strongly agree that the quality of the products of Saras Dairy are more superior to

other brands of products. At the end 6 respondents are disagree towards the superiority of the

products of dairy in terms of quality and there is no respondent who is highly disagree about the

superiority of the quality of the products of the dairy.

9

53

32

60

0

20

40

60

Highly agree Agree Neither agree

nor disagree

Disagree Highly disagree

Highly agree Agree Neither agree nor disagree Disagree Highly disagree

61

CHI-SQUARE ANALYSIS :

Table-20 Table showing the association between annual household income and average amount

spent ANNUAL

HOUSEHOLD INCOME

AVERAGE AMOUNT SPENT

BELOW 2,00,000

2,00,000-4,00,000

4,00,001-6,00,000

MORE THAN

6,00,001 TOTAL

Below Rs.200 01 02 00 00 03 Rs.200 to Rs.400 04 09 06 01 20 Rs.401 to Rs.600 03 18 12 06 40 Rs.601 to Rs.1000 03 13 11 04 31 Rs.1001 & above 00 01 00 06 07 TOTAL 11 43 29 17 100

HYPOTHESIS:

H0: There is no association between Annual Household Income and Average amount

spent.

H1: There is association between Annual Household Income and Average amount spent.

CROSS TABULATION:

ANNUAL HOUSEHOLD INCOME

AVERAGE SPENT AMOUNT

BELOW 2,00,000

2,00,000-4,00,000

4,00,001-6,00,000

MORE THAN 6,00,000

Below Rs.200 0.33 1.29 0.87 0.51 Rs.200 to Rs.400 2.20 8.60 5.80 3.40 Rs.401 to Rs.600 4.40 17.20 11.60 6.80 Rs.601 to Rs.1000 3.41 13.33 8.99 5.27 Rs.1001 & above 0.77 3.01 2.03 1.19

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CHI-SQUARE TABLE:

Fo Fe Fo-Fe (Fo-Fe)2 (Fo-Fe)2/Fe 1 0.33 0.6700 0.4489 1.3603 2 1.29 0.7100 0.5041 0.3908 0 0.87 -0.8700 0.7569 0.8700 0 0.51 -0.5100 0.2601 0.5100 4 2.2 1.8000 3.2400 10.4976 9 8.6 0.4000 0.1600 0.0186 6 5.8 0.2000 0.0400 0.0007 1 3.4 -2.4000 5.7600 1.6941 3 4.4 -1.4000 1.9600 0.4455 18 17.2 0.8000 0.6400 0.0372 12 11.6 0.4000 0.1600 0.0138 6 6.8 -0.8000 0.6400 0.0941 3 3.41 -0.4100 0.1681 0.0493 13 13.33 -0.3300 0.1089 0.0082 11 8.99 2.0100 4.0401 0.4494 4 5.27 -1.2700 1.6129 0.3061 0 0.77 -0.7700 0.5929 0.7700 1 3.01 -2.0100 4.0401 1.3422 0 2.03 -2.0300 4.1209 2.0300 6 1.1 4.9000 24.0100 21.8273

Χ2 = 42.7152

Degree of freedom = (r-1) (c-1) = (5-1) (4-1) = 12

Level of significance = 5% level

Χ2cal = 42.7152 Χ

2tab = 21.0261 Since, Χ2cal > Χ

2tab

Hence H0 is rejected. Therefore it concluded that there is a strong association between annual

household income and average amount spent by the consumers on the purchase of the products

of the Saras dairy.

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Chapter-5:

Limitations of the Study

5.1: This research has a number of limitations that must be acknowledged.

o First, the sample used for this study consisted mostly of Jaipur city only.

Therefore, these results may not be applicable to the wider population in general.

o Secondly, the results of this study are limited because only 100 sample size has

been selected for the study from the whole Jaipur city.

o Thirdly, only method of questionnaire has been used for the collecting primary

data apart from focus group and other methods for the study.

Lastly, it must be acknowledged that there may be numerous other variables that contribute to

the development of customer satisfaction, customer loyalty, and word of mouth communication

which are briefly touched upon.

64

5.2: Results and Findings

� I came to know that people from the age group of 21-40 consume more Saras Dairy’s

products.

� I also came to know that there is maximum number of people having their annual

household income between 2, 00,000 to 4, and 00,000.

� During the study I also found that there is maximum number of people from service

background by occupation and the minimum is from others (housewife) by

occupation.

� It is also found out that there are 100% respondents who consume the products of

Saras Dairy.

� It is also found out during the study that milk is the brand that remains at the top of

the mind among maximum number of respondents. While ghee and thick shake is not

at the top of the mind among any of the surveyed consumers.

� I also found out that 11% of the respondents equally able to recall the brands

buttermilk, curd and ice-cream without prompting. While only 2% of the respondents

are able to recall the brands Thick shake without probing them for the brands.

� It is also been found out that milk is 1st favorite brand among the surveyed respondents

and while dry sweets were not preferred as the 1st favorite brands by the any of the

consumer.

� While it is also found out that ice-cream is the 2nd favorite brand among most of the

consumers.

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� I also came to know that milk and ice-cream is the most recommended brands to

others by the consumers whereas rajwadi kadhi is the least recommended brand to

others.

� It is also found out that out of 100 respondents, 49 respondents daily consume their

1st favorite brand while not a single respondents consume their 1st favorite brand in

once in a six months.

� From the research it is also found out that maximum consumers daily consume their

2nd favorite brand.

� I also found out that the average amount spent by the maximum number of consumers

(39 respondents) on the Saras dairy’s products is between the range of Rs.401 to

Rs.600 and the least (03 respondents) amount spent by the consumers is below

Rs.200.

� It is also found out that out of total 100 respondents, maximum respondents i.e. 92

are satisfied with the quality of the products of the Saras dairy.

� I also came to know that 63 respondents are agreeing towards the price charged by

the Saras dairy for the products. While 13 respondents are not agree towards the same.

� I also found out that the attribute price is more important for the majority consumers

while purchasing the products of the Saras dairy.

� It is also found out that the quality attribute is the most important for the consumers

while making the purchase of the products of the dairy.

� Further, it is also found out that availability attribute is also more important for the

consumers.

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5.3: Suggestions Saras dairy should make the efforts to attract the age group of below 20 year as well as also

to attract the age group of above 55 to gain more market share.

� Saras dairy should also make the efforts to increase the products awareness among

the consumers.

� The most recommended products of the Saras dairy by the consumers are milk and

ice-cream. Thus it is very essential for the dairy to improve the quality and reduce the

price of the other products, so that they are also recommended by the consumers to

others to use or consume them which ultimately increase the sales as well as attract

new customers for the same products.

� Saras dairy should also make some serious effort to made the products available at

any time whenever it is demanded by the consumers as well as dairy should also give

more attention on manufacturing products in various quantity as per the consumers

requirements.

� Saras dairy should also make a serious attempt to attract the consumers who are

purchasing the products of their competitors by formulating aggressive marketing

strategies.

67

References

1) Naresh k. Malhotra, Satyabhusan Dash (2010) , Fifth edition Marketing Research An

applied orientation , Pearson publication new Delhi

2) Kotler , Keller, Koshy, Jha , 13th Edition Marketing Management ,Pearson publication

New Delhi

3) Prof Rajeev Ranjan (2008) “ Emerging Trend in business Strategy “ Research paper pp

2-8

4) http://www.icmrindia.org/casestudies/catalog/business%20stratgy2/sarasdairy/india

5) www.jaipurdairy.com

6) Empowerment case studies: National Dairy Development Board volume 1

7) Annual Report for national Dairy Development Board 2012-13

68

QUESTIONNAIRE

“CONSUMER PREFERENCE AND BRAND RECALLABILITY OF SARAS DAIRY’S PRODUCTS IN JAIPUR CITY”

(Dear respondent, all the information provided by you in the questionnaire will be kept highly confidential and is used only for academic purpose.)

1. Do you consume Saras dairy’s products? (If YES then, go to Q.3)

Yes No

2. If NO, then what is the reason? (Single answer)

Satisfied with current brand Price factor Quality Not aware Other (Please specify) ________________________

3. BRAND RECALLABILITY:

Unprompted brand recallability

3(A) Which ONE brand comes to your mind, when you think about Saras Dairy? (Single answer)

3(B) Are there any other brands that come to your mind as well? (Multiple answer)

3(C) Which brand of product would you say is your 1st favorite brand? It may or may not be the brand you use/chose most often. (Single answer)

3(D) And, which brand is your 2nd favorite? (Single answer)

Prompted Brand recallability

3(E) I have here a list of brands. Can you tell me which of these brands are you able to recall of? (Multiple answer)

69

Recommended Brands

3(F) If you had to recommend one brand of products of Saras dairy to somebody, which brands would it be? (Unprompted) (Multiple answer)

Brand Name

Q3(A) Top of

the mind

Q3(B) Recall Others

Q3(C) 1st

Favorite

Q3(D) 2nd

Favorite

Q3(E) Recall

Prompt

Q3(F) Recommended (Unprompted)

MILK BUTTER MILK (CHHAS)

CURD (DAHI) FLAVORED MILK BUTTER GHEE LASSI DRY SWEETS (MITHAEE)

ICE-CREAM RASGULLA THICKSHAKE GULAB JAMUN PANEER SRIKHAND CHEESE

4. How often do you consume the 1ST favorite brand of product of Saras Dairy?

Daily Once in a week Once in a fortnight Once in a month Once in six months

5. How often do you consume the 2nd favorite brand of product of Saras Dairy?

Daily Once in a week Once in a fortnight Once in a month Once in six months

6. What is the average amount spent by you on the Saras Dairy’s products in a month?

70

Below Rs.200 Rs.200 to Rs.400 Rs.401 to Rs.600 Rs.601 to Rs.1000 Rs.1001 & above

7. Are you satisfied with the quality of the products that you purchase?

Highly satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Highly dissatisfied

8. Are you satisfied with the price that is being charged from you, for the product?

Strongly agree Agree Neither agree nor disagree Disagree Highly disagree

9. Rank the attributes of the products of Saras Dairy purchased by you as per their importance. (Develop a five point scale from 1 through 5 where 1= Least Important and 5= Most Important)

Attribute

Least Important

(1)

Little important

(2)

Somewhat important

(3)

More importa

nt (4)

Most Important

(5)

Price

Quality

Availability

Variants

Packaging

Quantity of product

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10. Do you agree that Saras Dairy’s products are more superior in quality to other

brands of products?(1= strongly agree to 5= strongly disagree, single tick only)

Strongly agree Agree Neither agree nor disagree Disagree Strongly disagre

PERSONAL DETAILS:

1. Name :-

2. Age :- Below- 20 21-40

41-55 55- above

3. Gender :- Male Female

4. Annual Household

Income :- less than 2,00,000 2,00,001-4,00,000 4,00,001-6,00,000 more than 6,00,000

5. Occupation :- Service Self- employed

Student Other (Please specify

THANK YOU