A project report on consumer perception towards nandini milk

Consumer Perception towards Nandini Milk

CONTENTS

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SL.NO TITLE PAGE NO

EXECUTIVE SUMMARY

ABOUT INDUSTRY

COMPANY PROFILE

RESEARCH METHODOLOGY

DATA ANALYSIS

FINDINGS

SUGGESTIONS

CONCLUSION

APPENDICES

BIBLIOGRAPHY

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EXECUTIVE SUMMARY

RBKMUL is one of the member milk unions among 13 unions in the Karnataka state and

functioning at Middle level between the Dairy Co-operative Societies (DCS) member and

Karnataka Milk Federation (KMF) where the milk procurement, pasteurization, processing

and marketing is taking place.

It was a great experience to undergo summer in-plant training on “A Study on Consumer

Perception towards Nandini Milk” at RBKMUL Raichur. During the study I tried my

best to know the various departments of the company, from production to the marketing of

milk. In the first half of my study i.e. Organizational study I found that Marketing

department plays key role in the company.

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Consumer Perception towards Nandini Milk In this report I tried to know the Consumer Perception towards Nandini milk which may

help the Marketing department of the company as well as to the company. The study

focused on how exactly consumer perceived the Nandini milk. And does the consumer

perceived according to the company? In the findings and suggestion part I tried to find the

answers to the above.

Title of the Project :

“The Study on Consumer Perception towards Nandini Milk”

Objectives of the Study:

1. To know the consumer perception towards Nandini milk.

2. To know the customers’ awareness level.

3. To find the competitors effect on Nandini sales.

Statement of the problem:

Declining Nandini sales due to heavy competition in the market and the lack of loyal

retailers. .

Sources of Data:

1. Primary Data

2. Secondary Data

1. Primary Data: The information is collected from the personal interaction with the

Employees of RBKMUL.

2. Secondary Data: this has been collected through company reports, manuals. And

Information form the internet sources

Information from the materials provided by the concern



Has done marketing survey to know the consumer perception towards Nandini

milk.

Findings:

The customer awareness level towards Nandini milk is excellent because all the 100

respondents are aware of it.

From the aware respondents 45% of respondents are using Nandini milk.

Factors like Quality, taste and price influences more while choosing a brand

respectively. Out of 100 Nandini comes to 65 respondents’ mind when they think of

milk.

More thickness, same taste and availability are the key reasons for alternative brand

other than Nandini

Suggestions:

o The Nandini brand is having trust name in the market where it operates and

still the market is open for acquire, Company may take advantage of it

through advertisements.

o The company may convince customers that due to less fat thickness of

Nandini is less and that is good for health through advertisements/banners.

o The company may keep one employee as Customer Relationship Executive.

Who will co ordinates between customers and company and also with

retailers who may promote Nandini milk effectively on regular basis.

Limitation of the study:


Consumer Perception towards Nandini Milk I. This study covers only Raichur Unit, the part of RBKMUL.

II. The study is restricted for only 4 weeks.

III. The survey made in only 2 to 3 areas of Raichur city

IV. The study only focuses on consumer perception towards Nandini milk

only.

Industrial Profile:



Introduction

On considering the diary industry in India has developed and developing as large industry

and as per the certification of the International Dairy Industry India is the world’s largest

milk producer and large numbers of industries are engaged in routine commercial

production of pasteurized milk and milk products.

Origin of the Milk Industry:

Milk is the nature’s idea of food for infants and growing children in our country, except in

rare cases of lactose intolerance. The importance of milk occupies in our diet has been

recognized since Vedic time, and all modern research has only supported and reinforced


Consumer Perception towards Nandini Milk this view. In fact, milk is now considered not only desirable but very much essential to

person from his childhood.

In early days the household have to produce their milk by maintaining their family cows or

buffalos or they should secure from their neighbors. As the urbanization develops only

few households are able to keep a cow for private use. The high production cost, problem

of sanitation etc.., restricted the practice, gradually the family cow in the city was

eliminated and cattle were sent back to the rural areas, as a result farmers began to deliver

milk over routs in the cities. This was the beginning of the fluid milk sheds which are

surrounding the large cities now a day.

As we know milk is having short span of time in normal condition after that which is not

possible to consume, in addition to this lack of suitable transportation and refrigeration

facilities were major draw backs for the milk producers of early days. Meanwhile the

rapidly increasing population caused an imbalance between the demand and supply of

milk. The production and marketing of milk has been considered as a profitable business.

To utilize the above environmental and marketing conditions, the processing and

maintenance units were established by the name of MILK DAIRIES to bridge the s

imbalance between high demand and less supply.

Thus dairying started in India, where the production of milk and its products takes place.

The process of Collecting, Chilling, Pasteurizing the milk and preventing it from the micro

bacteria and packing is called dairying. The Indian dairy industry has grown after 1960’s

then the large number of modern milk plants and factories has been established. India is

the world’s largest milk producing country.

After the independence dairy and animal husbandry taken vital importance. For this lot of

development programs made by the government through Five year plans. This leads to

formation of National dairy Development Board in 1965 and thus in 1970 decided to bring

a White Revolution through out the country. Mr.Verghese Kurien is called as Father of

White Revolution.


Consumer Perception towards Nandini Milk Verghese Kurien: born on November 26, 1921 at Kozhikode, Kerala is called the

father of the White Revolution in India. He is also known as the Milkman of India.

He was the chairman of the Gujarat Co-operative Milk Marketing Federation Ltd .

(GCMMF). GCMMF is an apex cooperative organization that manages the Amul food

brand. He is recognized as the man behind the success of the Amul brand. Amul had

revenue of $1b USD in 2006-07. In addition to Kurien, people like Shri Dalaya, VH Shah,

Madhukar Shah, Dr.AR Seth, Dr.Shabnis and Shri Tribhuvandas Patel have also played a

significant role in the progress and development of Amul.

He is credited with being the architect of Operation Flood -- the largest dairy development

program in the world. Kurien helped modernise Anand model of cooperative dairy

development and thus engineered the White Revolution in India, and made India the

largest milk producer in the world. Milk co-operatives were already extant when Kurien

came to Anand and were managed by Tribhuvandas Patel. His uncle, John Mathai, was an

economist who served as India's first Railway Minister and subsequently as India's

Finance Minister.

According to ‘Charaka’, the father of Ayurveda system of medicine explains the

importance of the milk as, milk has ten properties viz, Sweetness, Coldness, Softness,

Unctuousness, Density, Smoothness, Heaviness, Slowness and Charity”

National Dairy Development Board

Introduction:

The government of India constituted the “National Dairy Development Board” in the year

1965 Shri: - Lalbahadur Shastry initiated the setting up of NDDB. The board is registered

under the society’s registration act and public trust at the head office is at Anand and is

organization in to 9 functional divisions.


http://en.wikipedia.org/wiki/John_Mathai

http://en.wikipedia.org/wiki/Milk

http://en.wikipedia.org/wiki/White_Revolution_(India)

http://en.wikipedia.org/wiki/Cooperative

http://en.wikipedia.org/wiki/Dairy

http://en.wikipedia.org/wiki/Operation_Flood

http://en.wikipedia.org/wiki/Amul

http://en.wikipedia.org/wiki/Amul

http://en.wikipedia.org/wiki/Gujarat_Co-operative_Milk_Marketing_Federation_Ltd.

http://en.wikipedia.org/wiki/India

http://en.wikipedia.org/wiki/White_Revolution_(India)

http://en.wikipedia.org/wiki/Kerala

http://en.wikipedia.org/wiki/Kozhikode

http://en.wikipedia.org/wiki/1921

http://en.wikipedia.org/wiki/November_26

Consumer Perception towards Nandini Milk Objectives of National Dairy Development Board

To sponsor, promote, manage, acquire, construct control any plant or work which

promotes or advances the projects of general public utility reactions to dairying.

1. To make available on request, information services to increase production

development to released to production and marketing of agricultural and food

products.

2. To provide international liaison with other national dairy boards and international

agencies in order to facilitate exchange of information and personnel as well as to

assist in development of dairying in other countries.

SWOT ANALYSIS OF INDIAN DAIRY INDUSTRY

Strengths:

Demand profile: Absolutely optimistic.

Margins: Quite reasonable, even on packed liquid milk.

Flexibility of product mix: Tremendous. With balancing equipment, you can keep

on adding to your product line.

Availability of raw material: Abundant. Presently, more than 80 per cent of milk

produced is flowing into the unorganized sector, which requires proper channelization.

Technical manpower: Professionally-trained, technical human resource pool, built

over last 30 years.


http://www.indiadairy.com/ind_need_offer.html

Consumer Perception towards Nandini Milk Weaknesses:

Perishability: Pasteurization has overcome this weakness partially. UHT gives milk

long life. Surely, many new processes will follow to improve milk quality and extend its

shelf life.

Lack of control over yield: Theoretically, there is little control over milk yield.

However, increased awareness of developments like embryo transplant, artificial

insemination and properly managed animal husbandry practices, coupled with higher

income to rural milk producers should automatically lead to improvement in milk yields.

Logistics of procurement: Woes of bad roads and inadequate transportation facility

make milk procurement problematic. But with the overall economic improvement in India,

these problems would also get solved.

Problematic distribution: Yes, all is not well with distribution. But then if ice creams

can be sold virtually at every nook and corner, why can’t we sell other dairy products too?

Moreover, it is only a matter of time before we see the emergence of a cold chain linking

the producer to the refrigerator at the consumer’s home!

Competition: With so many newcomers entering this industry, competition is

becoming tougher day by day. But then competition has to be faced as a ground reality.

The market is large enough for many to carve out their niche.

Opportunities:

"Failure is never final, and success never ending”. Dr Kurien bears out this statement

perfectly. He entered the industry when there were only threats. He met failure head-on,

and now he clearly is an example of ‘never ending successes! If dairy entrepreneurs are

looking for opportunitie s in India, the following areas must be tapped:

Value addition:

There is a phenomenal scope for innovations in product development, packaging and

presentation. Given below are potential areas of value addition:


http://www.indiadairy.com/ind_scope_foreigninvestment_offering.html

http://www.indiadairy.com/ind_marketing_quality.html

http://www.indiadairy.com/photo_gal_about_dairylabshtml.htm

http://www.indiadairy.com/photo_gal_about_dairylabshtml.htm

Consumer Perception towards Nandini Milk Steps should be taken to introduce value-added products like shrikhand, ice creams,

paneer, khoa, flavored milk, dairy sweets, etc. This will lead to a greater presence

and flexibility in the market place along with opportunities in the field of brand

building.

Addition of cultured products like yoghurt and cheese lend further strength - both in

terms of utilization of resources and presence in the market place.

A lateral view opens up opportunities in milk proteins through casein, caseinates and

other dietary proteins, further opening up export opportunities

Yet another aspect can be the addition of infant foods, geriatric foods and

nutritional.

Export potential:

Efforts to exploit export potential are already on. Amul is exporting to Bangladesh,

Sri Lanka, Nigeria, and the Middle East. Following the new GATT treaty,

opportunities will increase tremendously for the export of agri-products in general

and dairy products in particular.

Threats:

Milk vendors, the un-organized sector:

Today milk vendors are occupying the pride of place in the industry. Organized

dissemination of information about the harm that they are doing to producers and

consumers should see a steady decline in their importance.

The study of this SWOT analysis shows that the ‘strengths’ and ‘opportunities’ far

outweigh ‘weaknesses’ and ‘threats’. Strengths and opportunities are fundamental and

weaknesses and threats are transitory. Any investment idea can do well only when you


http://www.indiadairy.com/ind_scope_foreigninvestment.html

Consumer Perception towards Nandini Milk have three essential ingredients: entrepreneurship (the ability to take risks), innovative

approach (in product lines and marketing) and values (of quality/ethics).

The Indian dairy industry, following its delicensing, has been attracting a large number of

entrepreneurs. Their success in dairying depends on factors such as an efficient yet

economical procurement network, hygienic and cost-effective processing facilities and

innovativeness in the market place. All that needs to be done is: to innovate, convert

products into commercially exploitable ideas. All the time keep reminding yourself:

Benjamin Franklin discovered electricity, but it was the man who invented the meter that

really made the money!

Company Profile

Introduction to RBKMUL:

RBKMUL is one of the member milk union among 13 unions in the Karnataka state and

functioning at Middle level between the Dairy Co-operative Societies (DCS) member and

Karnataka Milk Federation (KMF) where the milk procurement, pasteurization, processing

and marketing is taking place.

Karnataka Milk Federation


Consumer Perception towards Nandini Milk Karnataka Milk Federation (KMF) sells products by the name of Nandini. They are

famous for taste and quality. Nandini sweets like pedha, jalebi, paneer, curds and milk are

consumed by thousands of people in India. As the name suggests it is the federation of

milk producers association working on cooperative principles. Almost every district in

state of Karnataka has milk producing co-operatives. The milk is collected from farmers

who are its members, processed and sold in the market by the brand of Nandini.

HISTORY OF KMF

The Karnataka diary development corporation was established in the year 1975 under the

World Bank assistance. The main objective was to organize the Anand pattern milk co-

operative societies and there by helping the farmers to increase the milk production by

getting technical input services and procuring the milk, procured by them around the year.

In order to process and market the milk so collected, diaries and chilling centers where

established in the southern part of Karnataka subsequently I the year 1984. It was

converted into Karnataka milk federation (KMF). The KMF is the apex body according to

National Development Board (NDDB).

Objectives:

1. To propose plan & organize programs for the purpose of the development of dairy &

their agriculture based & attired & biological on an intensive & national wide basis &

to render assistance in the implementation of such program.

2. To adopt the co-operative strategy a more affective manner on an intensive manner on

an intensive & national wide basis and to take such steps as may be a necessary for the

purpose before said.


http://en.wikipedia.org/wiki/Karnataka

http://en.wikipedia.org/wiki/Cooperative

http://en.wikipedia.org/wiki/India

http://en.wikipedia.org/wiki/Milk

http://en.wikipedia.org/wiki/Curds

http://en.wikipedia.org/wiki/Paneer

http://en.wikipedia.org/wiki/Jalebi

http://en.wikipedia.org/wiki/Pedha

http://en.wikipedia.org/wiki/Nandini

Consumer Perception towards Nandini Milk 3. To facilitate research & promotional activities in the field of dairying immensely

animal husbandry, agriculture & horticulture.

4. To import technological know how to such organization in the co-operative or public

sector as are engaged in the production preservation or milk marketing of milk

products.

5. To function as a channelising agency for the import & export of the milk & milk

production & of the milk animals or bulls.

Karnataka Cooperative Milk Producers' Federation Limited:

Karnataka Milk Federation is the Apex Body in Karnataka representing Dairy Farmers'

Co-operatives. It is the third largest dairy co-operative amongst the dairy cooperatives in

the country. In South India it stands first in terms of procurement as well as sales. One of

the core functions of the Federation is marketing of Milk and Milk Products. The Brand

‘Nandini’ is the household name for Pure and Fresh milk and milk products.

KMF has 13 Milk Unions throughout the State which procure milk from Primary Dairy

Cooperative Societies (DCS) and distribute milk to the consumers in various

Towns/Cities/Rural markets in Karnataka.

The first ever World Bank funded Dairy Development Program in the country

started in Karnataka with the organization of Village Level Dairy Co-operatives in

1974. The AMUL pattern of dairy co-operatives started functioning in Karnataka

from 1974-75 with the

Financial assistance from World Bank, Operation Flood II & III. The dairy co-

operatives were established under the ANAND pattern in a three tier structure with


Consumer Perception towards Nandini Milk the Village Level Dairy Co-operatives forming the base level, the District Level

Milk Unions at the middle level to take care of the procurement, processing and

marketing of milk and the Karnataka Milk Federation as the Apex Body to co-

ordinate the growth of the sector at the State level.

OBJECTIVES OF KMF:

The Karnataka Milk Federation is a co-operation apex body in the state of Karnataka

for representing diary farmer’s organization and also implementing diary

development activities to achieve the following objective.

Providing assured and remunerative market for all the milk produced by the farmer

members

Providing hygienic milk to urban consumers.

To build village level institution in cooperative sector to manage dairy activity.

To ensure providing of milk production inputs processing facilities disseminations

up know how.

To facilitate rural development by providing opportunities for self employment at

village level preventing migration to urban areas introducing cash economy and

opportunity for steady growth.

13 Milk Unions of KMF

1. Bangalore Milk Union

2. Belgaum Milk Union

3. Bellary Milk Union

4. Bijapur Milk Union

5. D K Milk Union

6. Dharwad Milk Union

7. Gulbarga Milk Union

8. Hassan Milk Union


Consumer Perception towards Nandini Milk 9. Kolar Milk Union

10. Mandya Milk Union

11. Mysore Milk union

12. Shivmogga Milk Union

13. Tumkur Milk Union

THE GROWTH PROCESS

The growth over the years and activities undertaken by KMF is summarised briefly

hereunder:

1976-77 2007-2008

Dairy Co-operatives Nos 416 11063

Membership Nos 37000 1956163

Milk Procurement Kgs/day 50000 3025940

Milk Sales Lts/day 95050 2129790/:1.77LKPD

Cattle Feed Consumed Kgs/DCS 220 3010

Daily Payment to Farmers Rs.Lakhs 0.90 342

Turnover Rs.Crores 2707.00

World Bank Study – Observations

The World Bank, in its study on the effect of Co-operative dairying in Karnataka, has

pointed out that:

The villages with Dairy Co-operative Societies are much better off than

those without.

The families with dairy cattle are economically better than those without

dairy cattle.


Consumer Perception towards Nandini Milk Women who had no control on the household income have better control

in terms of Milk Money

A single commodity “MILK” has acted as a catalyst in the change in the

Socio-Economic impact of the rural economy.

There is a positive impact on those at the lower end of the economic

ladder both in terms of landholding and caste.

PERSPECTIVE PLAN 2010

After the closure of OF-III project. Government of Karnataka and NDDB signed an

MOU during February 2000, for further strengthening the Dairy Development Activities in

Karnataka with an outlay of Rs.250 Crores. Consequent to the announcement of new lending

terms and conditions by NDDB through an evolution of an action plan - Perspective 2010 to

enable the dairy cooperatives to face the challenges of the increased demand for milk and

milk products by focusing efforts in the four major thrust areas of Strengthening the

Cooperatives. Enhancing Productivity, Managing Quality and building a National

Information Network, plans are under implementation. The 4 Milk Unions viz., Dharwad,

Tumkur, Bijapur and Gulbarga that were having accumulated losses were included for

rehabilitation program under the Centrally Sponsored Scheme "Assistance to Cooperatives"

which is also under implementation.

UNITS OF KMF:

KMF has the following Units functioning directly under its control:

Mother Dairy, Yelahanka, Bangalore.

Nandini Milk Products, KMF Complex, Bangalore.

Cattle Feed Plants at Rajanukunte/Gubbi/Dharwad/Hassan

Nandini Sperm Station (formerly known as Bull Breeding Farm &

Frozen Semen Bank) at Hessaraghatta

Pouch Film Plant at Munnekolalu, Marathhalli


Consumer Perception towards Nandini Milk Central Training Institute at KMF Complex, Bangalore.

Quality Control Lab at KMF Complex, Bangalore.

CATTLE FEED PLANTS

To supply 3 varieties of balanced Cattle Feed & Mineral Mixture, Karnataka Milk

Federation owns Four Cattle Feed plants with installed capacity of 500 MTs per day and is

manufacturing 10,000 MTs Cattle Feed on an average per month. Present utilisation of the

plants on an average is 80%.

The plants are located at Rajanukunte, Gubbi, Dharwad and Hassan which are all

ISO Certified Plants.

DEMPO DAIRY INDUSTRIES LIMITED:

The Dempo Dairy Industries Limited, a sick unit Under the BIFR with a dairy at

Aasangi, was taken over by KMF in 1993 under financial assistance from NDDB and

GOK. The Plant is today an ISO-2000 certified plant.

The Dairy has a Powder Plant with a capacity of drying 1.0 Lakh litres per day.

The plant mainly produces Butter, Skimmed Milk Powder and Ghee.

Apart from selling the products under the Nandini brand, it still sells products

under the brand name Bounce (of the erstwhile Dempo Dairy Industries Ltd.) in Goa and

Bombay.

MOTHER DAIRY

(An ISO - 9002 and HACCP IS 15000 Certified Only Dairy in South India)·


Consumer Perception towards Nandini Milk Mother Dairy, Bangalore, a Unit of KMF, is set up by NDDB on 7.12.1984. The

Dairy has a unique nature of homogenizing the milk and selling to its consumers through

92 Automatic Bulk Vending Booths and 92 FRP tanks. The Dairy also caters Milk in

sachets and Milk Products through its 289 retailers.

The average sale of milk per day is 2.08 Lakh litres during the year 2005-06. The

entire requirement of milk is procured from Kolar Milk Union. The Dairy produces Butter,

Ghee, Curds, Ice Cream & Skim Milk Powder. The activities of all the Departments at

Mother Dairy are being carried out through an on-line computer system.

ICE CREAM PLANT:

Mother Dairy has an Ice Cream Plant of 3000 Litres per day capacity which was

expanded to 10000 liters. Day during Feb.2006. The plant started functioning from

October 1997, producing Ice cream under Amul brand name as well as Nandini brand

name.

An Ice Cream sale on an average during 2006 is 8000 liters per day.

POWDER PLANT:

Mother Dairy has a Powder Plant with a capacity of 30 Tons/day commissioned on

16.10.2002. Surplus milk from Bangalore, Kolar, Mysore, Mandya, Tumkur, Hassan is

received for conversion.

NANDINI MILK PRODUCTS (NMP):

With the main objective of supplying nutritious milk to the under-privileged

through the Women and Child Welfare Department, the erstwhile Miltone Project was

started during

the year 1973 under assistance from Government of Karnataka. Out of 80,000

beneficiaries, mainly children, more than 70% belonged to Scheduled Caste and

Scheduled Tribe. The production of Groundnut protein enriched Miltone, which was


Consumer Perception towards Nandini Milk started in year 1973, was discontinued and Sterilized Flavored Milk was introduced in its

place during the year 1992.

The Miltone Project was renamed as "Nandini Milk Products" in the year 1995

with specialized production of sweet-based milk products, Sterilized Flavored Milk,

Paneer, Khova etc.

Mysore Pak, Premium Cashew Burfi, Premium Badam Burfi are very popular with

the consumers who are highly appreciative of these quality milk products at a reasonable

cost.

Nandini Badam Powder, introduced during January 2000, is being exported to

Singapore in 200 gm packs. Badam Powder in 10 gms pouches was also introduced during

September 2002.



POUCH FILM PLANT:

During the year 1995-96, due to inconsistency in terms of supplies and qualities of

Milk Packing Film by suppliers, KMF decided to establish a Pouch Film Plant as

backward integration.

The Project Report was prepared by Institute of Rural Management, Anand. The

project was established during 1997 with the help of National Co-operative Dairy

Federation of India and Central Institute of Plastics Engineering & Technology (CIPET),

Mysore, as technical consultant.

The Project investment made was Rs.393.36 lakhs.

Pouch Film Plant is situated in Marathally, HAL Road which is about 15 kms from

Bangalore Bus Station.

Present demand for Pouch Film of KMF Units and Member Unions is 3600 MTs per

annum.

The Pouch Film Plant began its commercial production since 1997-98.

The Total Plant capacity is 1200 tons per annum.

The film is being supplied to all the Member Unions & KMF Units based on their

requirement & schedule.

MILK - ESSENTIAL FOR NOURISHMENT:

Milk is nature's ideal food for infants and growing children in our country, except

in rare cases of lactose intolerance. The important place milk occupies in our diet has been

recognized since Vedic times, and all modern research has only supported and reinforced

this view. In fact, milk is now considered not only desirable but essential from the time the

child is born. The baby is recommended to be breast-fed until it is weaned and thereafter

given cow/buffalo/goat/sheep or similar domesticated mammal's milk till he or she reaches

12 years of age.



The National Institute of Nutrition has recommended a minimum of 300 Gms daily intake

of milk for children between 1-3 years of age and 250 Gms for those between 10-12 years,

if they are vegetarian, and 250 Gms and 200 Gms for the same age groups of non-

vegetarian children. In our country, most such adults consume milk only as whiteners for

tea and coffee, some dahi or buttermilk.

WHAT IS MILK?

Milk may be defined as the whole, fresh, clean, lacteal secretion obtained by the

complete milking of one or more healthy milky animals, excluding that obtained within 15

days before or 5 days after calving or such periods as may be necessary to render the milk

practically colostrums-free and containing the minimum prescribed percentages of milk fat

and milk-solids-not-fat. In India, the term 'milk', when unqualified, refers to cow or

buffalo milk, or a combination of the two.

CHEMICAL COMPOSITION OF MILK (%):

Sl.No. Species Water Fat Protein Lactose Ash

1 Cow 86.6 4.6 3.4 4.9 0.7

2 Buffaloes 84.2 6.6 3.9 5.2 0.8

Future Vision of KMF:

To consolidate the gains of Dairying achieved in the state of Karnataka and with a

view of efficiently chill, process and market ever developing and increasing milk

procurement with an utmost emphasis on the quality and in the process conserve the

Socio-Economic interest of rural milk producers.

Mission Statement of RBKMUL:

The Mission of RBKMUL is to provide timely technical facilities to members of Dairy

Co-operatives Society and collection of good quality milk from the members by paying

remunerative price and holds the responsibility of Supplying good quality milk and milk

products to its customers by maintaining the Economic stability of the Union.



Board of Directors in RBKMUL:

S.Timmareddy Chairman (Nominated)

Somshekar reddy Director

B.Suryanaryan Murty Director

G.Satyanarayan Director

Tulasi Director

M.Satyanarayan Director

Nagangouda Director

K.Timmareddy Director

Janaki Director

Satyavati Director

Sudhapranesh Director (N)

Hanmantappa Director (N)

Objectives of the Organization:

To improve the customer satisfaction index.

Conservation of Natural Resources and energy by adopting energy management

system for cost effectiveness.

Improve the quality of milk received from chilling centre bulk coolers.

To provide assured technical support to members of Dairy Co-operative Societies.

To provide good quality of milk and milk products to consumers.

To build village institution Co-operative sector to manage the Dairy activities.



Areas of Operation:

RBKMUL is one of the well established Dairy; the Dairy operates its business in

three Districts at north side of Karnataka.

1. Raichur District.

2. Bellary District

3. Koppal District

Details about Raichur District:

Talukas of Raichur

No. of Registered

Societies

No of Functional

Societies

Milk Collection in

Kgs (Per Day)

Raichur 20 10 1047

Manvi 49 36 5497

Sindhanoor 85 43 13597

Devadurga 06 00 00

Lingasugur 01 00 00

Total 161 89 20141

Bellary District:

Talukas of Bellary Regd. Societies No.of functional

Societies

Milk collection in

Kgs/day

Bellary 58 26 412

Siruguppa 59 24 2266

Hospet 24 05 529

Sandur

14 01 206



Kudligi 51 30 4558

H.B halli 36 34 6693

H. Hadagli 42 25 4876

Total 284 145 19540

Koppal District:

Taluks Regd. Societies No. of Functional

Societies

Milk collection in

Kgs/day

Koppal 36 19 2206

Gangavati 61 37 9765

Yalburga 21 27 2006

Kustagi 17 07 542

Total 135 90 14519

Bellary Milk Union is marketing milk in Bellary, Koppal, and Raichur Districts

through a network of 500 agents, 11 milk parlors and 21 govt. institutions. The average

sale during the year 2008-09 is 90568 LPD. The total demand for liquid milk in the urban

areas of milk union has been estimated at 1.90 lakhs LPD based on population, the union’s

market share is around 47.7%. The private brand share is around 39% in the packet milk

share. Loose milk sale is estimated approximately 0.75 lakhs LPD by vendors sourcing

milk from near by villages.



DEPARTMENTS OF THE RBKMUL:

There are five Departments in RBKMUL they are,

1. Milk Procurement and input section.

2. Purchase Department.

3. Production Department.

4. Administration Department.

5. Finance Department.

6. Marketing Department.



Organization chart of procurement and input department

The union carries procurement by setting up co-operative societies at village level.

Later milk is collected in the chilling center, milk collected from the milk center, is first

tested, there are milk testing equipments for this purpose. Then a survey on availability of

transportation facilitates and productive capacities of villages are conducted. If the

marketable surplus is more than 150 litters per day, a society is formed; further 10

promoters selected from village and are given responsibility of collecting the capital for

society selling shares. Procurement is done twice a day and payment is made on the basis

of percentage of the content Fat and SNF in the milk

After this milk is sent to unions chilling center, whichever is near. At the chilling

center, milk is chilled up to 4 degree Celsius. Letter this chilled milk is to sent to union

insulated tankers for further processing. The main function of this department is to procure

milk from different areas throughout the year


Manager

Procurement wingTechnical input

wing

Deputy Manager

Assistant manager

Extension officers

Clerks

Helpers

Deputy Manager

Assistant manager

Clerks

27


PRODUCTION DEPARTMENT:

Production department is the main department wherein the raw material is

converted into finished into products. At RBKMUL production department is well planned

& adequately equipped manufacturing set up where the entire necessary infrastructure is

available. The quality of the product is also dependant on the production procedure.

In RBKMUL the raw milk is processed to form the good quality of milk. During

the processing the milk is differentiated depending on the contract of FAT & SNF (Solids

Not Fat)

The different types of milk different in quality are

TYPES OF MILK FAT SNF

Full Cream Milk 6% 9%

Toned Milk 3% 8.5%

Standardized milk 4.5% 8.5%

Full Cream Milk 6% 9%

Shubham milk 6% 9%

.



Organization chart of production department:


MANAGER

Deputy manager Office staff

Assistant manager

Technical officer

Senior supervisor

Junior supervisor

Dairy operation

Dairy technician

Dairy worker

Assistant (stores)Assistant (account)

Clerk Typist

29

Consumer Perception towards Nandini Milk The structure of production department in RBKMUL. Raichur Unit

Dairy Supervisor

Senior technician

Quality control dept

Packing dept

PRODUCTION PROFILE:

The Raichur Bellary Koppal Milk Union Limited Raichur is producing the Milk and

curd products.

Nandini Toned milk

Shubham Milk

Nandini curd

In RKBMUL the raw milk is processed to form the good quality of milk during the

processing the milk is differentiating depending on the content of fat and SNF (solids not

fat).

The different types of milk with difference in quality are:

TYPES OF MILK

CONTENT

Fat (in %) SNF (in %)

Toned milk 3.0 8.5

Shubham Milk 5. 9.



OBJECTIVES OF THE PRODUCTION DEPARTMENT:

1. Maintain the standard quality of the product.

2. Keep the customer satisfaction by qualified products.

3. Cleanliness.

FUNCTIONS OF PRODUCTION DEPARTMENT:

1. Chilling the milk.

2. Pasteurizations of milk.

3. Package & store the milk in the stores at 4°C


Consumer Perception towards Nandini Milk FLOW CHART OF PRODUCTION PROCESS

MARKETING DEPARTMENT AND FINANCE DEPARTMENT

NUMBER OF EMPLOYEES DESIGNATION

01 Deputy Manager

01 Marketing Officer

01 Account assistant

01 Administration Assistant

01 Marketing consultant

01 Security guard

01 Computer operator


COLLECTION OF MILK

CHILLING OF RAW MILK

CHILLED MILK STORAGE

PASTEURIZATION

STANDARDIZATION

PACKING

STORAGE

32


Functions:

Checking daily sales as per the respective agents.

Finding new areas where there is demand for milk

Issue tenders and receiving application for opening for new parlors and agencies.

Fixing/organizing milk distribution routs

Sending of milk/milk products are per the indents.

Attending complaints from the agents.

Meeting agents to solve their problems.

Maintaining up date records of milk/milk products sale agents arise/institutional

wise.

Draws new advertising strategy.

Financial department Collect the cash from dealers.

Annual Marketing Plan:

The Annual Marketing plan (AMP) 2009-10 is aiming at achieving the sales target

of 1.01 Lakhs LPD by way of market coverage, market penetration and milk marketing

extension work by field marketing staff with assumption that the quality of market milk

will be improved on a continuous basis.

Annual marketing plan is prepared in order to achieve the sales target by various

marketing strategies, market interventions and sales promotional efforts with financial

implications to be evolved in the form of an annual marketing plan to be implemented by

the marketing staff of RBKMUL.



Objectives of Annual Marketing Plan:

a. The basic objectives of preparation of AMP is to evolve the Union’s sales

and marketing strategies during year 2009-10 with the ultimate aim of

increasing the sales volume by fulfilling customer satisfaction, customer

relation and loyalty. The greatest challenge of sales and milk marketing of

the union is to keep up wit the inevitable and constant changes in market

place with the continuous entry of competitors and with the customers’

changing needs and wants in terms of milk product quality and services

associated with its delivery and availability. It provides an insight into apply

the best milk marketing practices in developing sales and marketing

strategies and translating market changes into business opportunities.

Priorities and key objectives of RBKMUL during 2009-10

1. To keep a close watch on the customer needs and expectations on a continuous basis.

2. Studying as to what affects the RBKMUL in the outside marketing environment.

3. Re positioning milk and its products and redefining services in the market.

4. Managing advertisement campaign, direct marketing, publicity, special events etc..

5. Satisfying, retaining and building loyal customer through Customer Relationship

Management

6. Motivating the field marketing team through training.

7. Developing appropriate and area specific channel of distribution of milk and milk

products

8. Controlling and measuring the financial implications of sales and marketing

extension activities.



SWOT Analysis of “RBKMUL”

Strengths

Strong Brand value and reliability

Highest market share among the organized brands in packed milk market segment

Strong distribution of network and better reach

Good infrastructure facility compared to competitors

Consistency in quality and timely supply of milk

Weakness:

Majority of Nandini dealers are not loyal

Sales based on agents indent

Miss match between consumers expectation in terms of quality

No established system for Consumer Grievance Redressal

Opportunities

A large market with a good potential for liquid milk

Growing industrial and institutional demand for Nandini milk

Good scope in opening milk parlors at all Taluks and prime location in the district

head quarters

Milk delivery can be improved by introducing more and more TCD System at

Bellary ,Raichur, And Hospet cities to meat the market demand

Threats

High margin paid to retailers by competitors

Flexibility in trade policy by the competitors

Strong door delivery system of loose milk vendors


Consumer Perception towards Nandini Milk Major Competitors of the RBKMUL:

As per Business market major players in this region are, Arokya, Vijaya, TejaGold,

Ksheera, Krishna and local loose milk sellers.

According to the survey I made in Maddipet area of Raichur, most of the

customers are using Non Nandini brands either Arokya, Teja or loose milk. The common

reason I found that Nandini milk is containing excess amount of water compare to others.

When I discussed about this with marketing manager, he told that most of the Nandini

retailers are not loyal and they are promoting other brands because they offer more margin

to them than Nandini and its variants.



Research Methodology:

Topic Of the study:

“Consumers’ perception towards Nandini milk”

.

Research Objectives:

To determine Consumers’ perception towards Nandini milk.

To Study the effectiveness of service offered by Nandini. ( Quality, Price, Door

delivery)

To know the awareness level of Nandini

To understand consumer buying behavior of consumers.

To understand and study the impact of competitors on customers of Nandini milk.

Need of the study:

Try to know the reasons for declining Nandini sales although having good brand name

in the market and to understand the consumers’ changing buying behaviour which may

help the company to promoting its sales through new and effective strategies hence

repositioning milk and milk products and re defining services in the market.

Scope of the study:

The scope of the project is to know the consumers’ perception towards Nandini

in recent trends.

The study will help the company to understand the behavior of individual while

purchasing milk.

The study will help the company to know the expectation of company.

The study will help the company to make strategies to improve their services to meet

customers’ expectation.

Scope of my study is restricted only to Raichur city


Consumer Perception towards Nandini Milk Limitations of the study:

Time limitation of 3 weeks.

Limited area of survey.

Customers’ lack of interest while giving true feedback.

Sampling and the Testing of hypothesis:

For this research study I have chosen 100 customers as a sample size, among these 30

for pilot study. My sample unit will be 2 to 3 area’s of Raichur city. My sampling

elements will be existing and non existing customers.

Review of earlier projects:

In many earlier projects the competitors’ effect and excess content of water in the Nandini

milk were the major reasons for decreasing its sales. As per the previous surveys,

irregularity in delivery of milk, bad smell and availability of small pouches i.e. 100 ml in

Non Nandini brands made them to shift their brand from Nandini to others.

Data Collection Methods:

The information necessary for this research study is collected by tapping

primary and secondary sources. The sources are as follows:

Primary Sources:

a) Questionnaire

b) Personal interaction

Secondary Sources:

a) Company Websites.

b) Related Information from Internet

c) Company Reports.



SAMPLING PROCESS:

Population: Customers from the Raichur city.

Sampling frame: Nijalingappa colony, Venkateshwar colony, Mouleshwar chowk

areas in Raichur.

Sampling unit: House wives, Professionals.

Sampling size: 100 units.

Sampling method: Convenience Sampling

Measurement and Analysis Techniques Using SPSS software

The measurement and evaluation of the data is done using statistical tools and

techniques such as:-

Simple percentage method

Graphical representation Using data code sheet.


Consumer Perception towards Nandini Milk Hypothesis testing:

For this Survey I have chosen 100 as a sample size, among this 30 as a pilot study and

in this sample size of the consumers Feel Nandini will enhance richness to Tea/Coffee

30% of 100 sample size is considered for pilot study.

100*30/100=30

Out of 30 respondents 18 respondents feel that Nandini will enhance richness to

Tea/Coffee

18/30= 0.60

0.60*100= 60%

Then My Null and alternative hypothesis are,

H0>= More then are Equal to 60% of respondent may say it will enhance richness.

H1<. Then 60% of respondent may not say it will enhance richness.

N=total sample size is 100.

P= .60

.60 (1-.60)

Standard error= 100-1

= .60 X . 40

99

S = 0.049

Po= 57/100

= 0.57


Consumer Perception towards Nandini Milk Z= Po-P/S

0.57-0.60/0.049

= 0.612

Conclusion: Accept Ho because it falls under the confidence level i.e. 1.64 it

states that more than 60% of respondents feel Nandini will enhance richness to

Tea/Coffee.



Data analysis and interpretation:

Frequencies

Statistics

Are you aware of Nandini products100

0

Valid

Missing

N

Are you aware of Nandini products

100 100.0 100.0 100.0yesValidFrequency Percent Valid Percent

CumulativePercent



yes

Freq

uenc

y

120

100

80

60

40

20

0

Analysis: 100% of the respondents are aware of Nandini milk.

Interpretation: From the above data it can be said that almost all know about Nandini

milk.



Frequencies

Statistics

How do you come to know about Nandini milk100

0

Valid

Missing

N

How do you come to know about Nandini milk

19 19.0 19.0 19.0

16 16.0 16.0 35.0

16 16.0 16.0 51.0

49 49.0 49.0 100.0

100 100.0 100.0

Televison

Newspaper

Banners

Friends and others

Total

ValidFrequency Percent Valid Percent

CumulativePercent



Friends and othersBannersNewspaperTelevison

Fre

qu

en

cy

60

50

40

30

20

10

0

Analysis: Nearly 50% of respondents came to know Nandini milk by friends and

others, 19% by T.V and 32% by both banners and news papers.

Interpretation: We can say half of the respondents know Nandini by Friends and

relatives.



FrequenciesStatistics

Which brand of milk yor are consuming100

0

Valid

Missing

N

Which brand of milk yor are consuming

8 8.0 8.0 8.0

45 45.0 45.0 53.0

18 18.0 18.0 71.0

12 12.0 12.0 83.0

17 17.0 17.0 100.0

100 100.0 100.0

Arokya

Nandini

Teja Gold

Vijaya Gold

Any other

Total


CumulativePercent

I

Which brand of milk yor are consuming

Any other

Vijaya Gold

Teja Gold

Nandini

Arokya

Analysis: Out of the 100 respondents 45 are consuming Nandini milk, remaining 55 are using other brands like Teja (18), Vijaya (12), Arokya (8) and 17 others. Interpretation: A major part respondents are using Nandini milk.



Frequencies

Statistics

Which of the following factors influences to choose the brand ?100

0

Valid

Missing

N

Which of the following factors influences to choose the brand ?

12 12.0 12.0 12.0

55 55.0 55.0 67.0

22 22.0 22.0 89.0

11 11.0 11.0 100.0

100 100.0 100.0

Price

Quality

taste

Availability

Total


CumulativePercent

Which of the following factors influences to choose the brand ?

Availability

taste

Quality

Price

Analysis: The quality factor of 55%, taste factor 22%, price 12% and availability

11% influences in choosing the brand.

Interpretation: Quality and taste factors (77%) play the major role while choosing a

brand



Frequencies

Statistics

have you ever used nandini milk ?100

0

Valid

Missing

N

have you ever used nandini milk ?

96 96.0 96.0 96.0

4 4.0 4.0 100.0

100 100.0 100.0

yes

no

Total


CumulativePercent



noyes

Fre

qu

en

cy

120

100

80

60

40

20

0

Analysis: 96% of respondents are used Nandini milk. Only 4% of them have not used

Nandini yet.

Interpretation: Out of 100 respondents 55 are not consuming Nandini milk, in that

55 more than 50 have used Nandini once.



Frequencies

Statistics

What is your opinion about Nandini milk ?100

0

Valid

Missing

N

What is your opinion about Nandini milk ?

15 15.0 15.0 15.0

18 18.0 18.0 33.0

5 5.0 5.0 38.0

62 62.0 62.0 100.0

100 100.0 100.0

Costly

cheap

Very costly

Average

Total


CumulativePercent

What is your opinion about Nandini milk ?

Average

Very costly

cheap

Costly

Analysis: 62% of respondents feel Nandini price is average, 18% feels it as cheap and

remaining 20% feels it as a costly.

Interpretation: About 80% of respondents feel Nandini price is OK.



Frequencies

Statistics

Quality of Nandini100

0

Valid

Missing

N

Quality of Nandini

24 24.0 24.0 24.0

56 56.0 56.0 80.0

20 20.0 20.0 100.0

100 100.0 100.0

Good

Average

Poor

Total


CumulativePercent

Quality of Nandini

Poor

Average

Good

Analysis: 24% of respondents feel Quality of Nandini is good, 56% feel its average

and 20% feel it’s poor.

Interpretation: 56% of respondents feel it’s not bad.



Frequencies

Statistics

How do you rate Nandini milk incomparison with other brands ?

100

0

Valid

Missing

N

How do you rate Nandini milk in comparison with other brands ?

5 5.0 5.0 5.0

12 12.0 12.0 17.0

51 51.0 51.0 68.0

28 28.0 28.0 96.0

4 4.0 4.0 100.0

100 100.0 100.0

Very Poor

Bad

Average

Good

Better

Total


CumulativePercent



BetterGoodAverageBadVery Poor

Fre

qu

en

cy

60

50

40

30

20

10

0

Analysis: 51% says its average, 32% feel well and 17% says it’s not up to the mark.

Interpretation: It shows that more than 65% of respondents not feels too good with

comparing others.



Frequencies

Statistics

Do you feel nandini milk enhance the richness of Tea/Coffee100

0

Valid

Missing

N

Do you feel nandini milk enhance the richness of Tea/Coffee

57 57.0 57.0 57.0

43 43.0 43.0 100.0

100 100.0 100.0

Yes

No

Total


CumulativePercent



NoYes

Fre

qu

en

cy

60

50

40

30

20

10

0

Analysis: 57% of respondents say Nandini will enhance richness to Tea/Coffee and

43% says its not.

Interpretation: More than 57 respondents agree Nandini will enhance richness to

Tea/coffee.



Frequencies

Statistics

How much are you satisfied with the taste of Nandini milk ?100

0

Valid

Missing

N

How much are you satisfied with the taste of Nandini milk ?

1 1.0 1.0 1.0

59 59.0 59.0 60.0

40 40.0 40.0 100.0

100 100.0 100.0

0 to 30 H.dissatisfied

40 to 70 Satisfied

80 to 100 H.satisfied

Total


CumulativePercent

How much are you satisfied with the taste of Nandini milk ?

80 to 100 H.satisfie

40 to 70 Satisfied

0 to 30 H.dissatisfi

Analysis: 40% of respondents are highly satisfied of Nandini and 59% feel its

average.

Interpretation: Most of responses fall within highly satisfied and satisfied range.



Frequencies

Statistics

Thickness100

0

Valid

Missing

N

Thickness

2 2.0 2.0 2.0

22 22.0 22.0 24.0

62 62.0 62.0 86.0

13 13.0 13.0 99.0

1 1.0 1.0 100.0

100 100.0 100.0

Very bad

bad

Average

Good

better

Total


CumulativePercent

Thickness

better

Good

Average

bad

Very bad

Analysis: 62% of respondents say thickness of Nandini milk is average, 22% of them

says it’s bad and 2% feels it’s too bad.

Interpretation: Only about 13% of respondents feel thickness of Nandini is good.



Frequencies

Statistics

Smell100

0

Valid

Missing

N

Smell

5 5.0 5.0 5.0

34 34.0 34.0 39.0

46 46.0 46.0 85.0

12 12.0 12.0 97.0

3 3.0 3.0 100.0

100 100.0 100.0

Very bad

Bad

Average

Good

Better

Total


CumulativePercent

Smell

Better

Good

Average

Bad

Very bad

Analysis: 46% feels smell of Nandini is average, 39% says its bad and only 15%

feels it’s good.

Interpretation: Most of the customers are not happy with the smell of the Nandini.



Frequencies

Statistics

Availability/Delivery100

0

Valid

Missing

N

Availability/Delivery

1 1.0 1.0 1.0

5 5.0 5.0 6.0

52 52.0 52.0 58.0

33 33.0 33.0 91.0

9 9.0 9.0 100.0

100 100.0 100.0

Very bad

Bad

Average

Good

Better

Total


CumulativePercent



BetterGoodAverageBadVery bad

Fre

qu

en

cy

60

50

40

30

20

10

0

Interpretation: 52% of respondents say availability of Nandini is average, 33% feels its good 9% says better only 6% says it’s poor.

Analysis: the above data shows that availability factor is not a problem for Nandini.



Frequencies

Statistics

packing100

0

Valid

Missing

N

packing

16 16.0 16.0 16.0

49 49.0 49.0 65.0

30 30.0 30.0 95.0

5 5.0 5.0 100.0

100 100.0 100.0

Bad

Average

Good

Better

Total


CumulativePercent

packing

packing

BetterGoodAverageBad

Fre

qu

en

cy

60

50

40

30

20

10

0

Analysis:49% of respondents says packaging is average, 30% feels its good 16% of

them says it is poor and 5 0f them feels its too good.

Interpretation: More than 80% of the respondents are do not have complaint in

packaging of Nandini.



Frequencies

Statistics

For health100

0

Valid

Missing

N

For health

4 4.0 4.0 4.0

50 50.0 50.0 54.0

41 41.0 41.0 95.0

5 5.0 5.0 100.0

100 100.0 100.0

Bad

Average

Good

Better

Total


CumulativePercent

For health

Better

Good

Average

Bad

Analysis: 50% feels Nandini milk is average for health and 41% feels its good for

health. 5% says its too good and only 4% not agree with it.

Interpretation: Only 4% of respondents completely not agreed that Nandini is good

for health.



Frequencies

Statistics

Totaly are you satisfied with Nandini milk ?100

0

Valid

Missing

N

Totaly are you satisfied with Nandini milk ?

3 3.0 3.0 3.0

17 17.0 17.0 20.0

47 47.0 47.0 67.0

27 27.0 27.0 94.0

6 6.0 6.0 100.0

100 100.0 100.0

very bad

Bad

Average

Good

Better

Total


CumulativePercent

Totaly are you satisfied with Nandini milk ?

Better

Good

Average

Bad

very bad

Analysis: 47% of respondents neither satisfied nor dissatisfied with Nandini milk

where 33% of them are satisfied remaining 20% not satisfied.

Interpretation: about 67% of them are not completely satisfied with Nandini milk.

33% are totally satisfied.



Frequencies

Statistics

Which size of packaging do you prefer more ?100

0

Valid

Missing

N

Which size of packaging do you prefer more ?

8 8.0 8.0 8.0

79 79.0 79.0 87.0

13 13.0 13.0 100.0

100 100.0 100.0

250 ml

500 ml

1 Ltr

Total


CumulativePercent

Which size of packaging do you prefer more ?

1 Ltr

500 ml

250 ml

Analysis: 79% of respondents prefer 500ml size, 13% prefers 1000 ml and only 8%

prefers 250 ml size.

Interpretation: Major portion of respondents i.e. 79% prefers half liter size and

remaining prefers 1 liter and 250 ml.



Frequencies

Statistics

Hoe do you differentiate with other brand in terms of100

0

Valid

Missing

N

Hoe do you differentiate with other brand in terms of

22 22.0 22.0 22.0

15 15.0 15.0 37.0

9 9.0 9.0 46.0

43 43.0 43.0 89.0

11 11.0 11.0 100.0

100 100.0 100.0

Quality

Service provide

Customer relation

Health conscious

Any other

Total


CumulativePercent



Any other

Health conscious

Customer relation

Service provide

Quality

Fre

qu

en

cy

50

40

30

20

10

0

Analysis: 43% of respondents differentiate Nandini as health conscious with other

brands 22% differentiates it by quality, 15% by service provided remaining with

other reasons.

Interpretation: most of the respondents differentiate Nandini milk by health

conscious 43% and by quality 22%



Frequencies

Statistics

At what extent the technology hasinfluenced your buying behavior

100

0

Valid

Missing

N

At what extent the technology has influenced your buying behavior

8 8.0 8.0 8.0

25 25.0 25.0 33.0

63 63.0 63.0 96.0

2 2.0 2.0 98.0

2 2.0 2.0 100.0

100 100.0 100.0

Most

Somewhat

Don't Know

Not

Any other

Total


CumulativePercent

At what extent the technology has influenced your buying behavior

Any other

Not

Don't Know

Somewhat

Most

Analysis: 63% of respondents do not know whether technology has changed their

buying behaviour, 25% feels some what it does and 8%says it influenced the most.

Interpretation: Technology has not influenced buying behavior of the most of the

customers.



Frequencies

Statistics

Which brand comes to your mindwhen you think of milk ?100

0

Valid

Missing

N

Which brand comes to your mindwhen you think of milk ?

11 11.0 11.0 11.0

65 65.0 65.0 76.0

13 13.0 13.0 89.0

6 6.0 6.0 95.0

5 5.0 5.0 100.0

100 100.0 100.0

Arokya

Nandini

Teja gold

Vijaya

Any other

Total


CumulativePercent

Which brand comes to your mindwhen you think of milk ?

Any other

Vijaya

Teja gold

Nandini

Arokya

Analysis: For 65% of respondents says Nandini brand comes to their mind when

they think of milk.



Frequencies

Statistics

Reasons for the alternative brand.100

0

Valid

Missing

N

Reasons for the alternative brand.

9 9.0 9.0 9.0

34 34.0 34.0 43.0

16 16.0 16.0 59.0

40 40.0 40.0 99.0

1 1.0 1.0 100.0

100 100.0 100.0

Same price

Same quality

Same taste

Any other

5

Total


CumulativePercent

Reasons for the alternative brand.

5

Any other

Same taste

Same quality

Same price

Analysis: 34% respondents’ reason for alternative brand other than Nandini is same

quality, 16% is same taste and 40% are other reasons like thickness, availability etc.



Findings:

The customer awareness level towards Nandini milk is excellent because all the 100

respondents are aware of it.

From the aware respondents 45% of respondents are using Nandini milk.

Factors like Quality, taste and price influences more while choosing a brand

respectively.

Only 24% of respondents feels quality of Nandini milk is good where 56% of are

in- between good and bad.

Only 32% 0f respondents say Nandini milk is better with comparison of others.

47% of respondents do not agree to that Nandini will enhance richness to

Tea/coffee.

40% of respondents feels that Nandini’ taste is good where 59% feels its average.

Only 13% of respondents are totally satisfied with the thickness of Nandini.

39% of respondents feel Nandini milk is having bad smell.

More than 80% do not have any complaint regarding packaging of Nandini.

Only 4% feels Nandini is not good for health.

Only 33% of respondents are totally satisfied with the performance of Nandini milk.

Most of the respondents prefer 500 ml. size of packaging i.e. nearly 80%.

43% of respondents differentiate Nandini as health conscious milk with other

brands.

Out of 100 Nandini comes to 65 respondents’ mind when they think of milk.

More thickness, same taste and availability are the key reasons for alternative brand

other than Nandini.



Suggestions/Recommendations:

o The Nandini brand is having trust in the market where it operates and still the

market is open for acquire, Company may take advantage of it through

advertisements.

o The company may convince customers that due to less fat thickness of Nandini is

less and that is good for health through advertisements/banners.

o The company may keep one employee as Customer Relationship Executive. Who

will co ordinates between customers and company and also with retailers who may

promote Nandini milk effectively on regular basis.

o Like Bangalore Union they may open Coin milk parlors at suitable places.

o It will be better if the company takes some necessary actions to reduce bad smell

o In addition to above these company can have close watch on customers to know

their changing needs and wants. And also on competitors for benchmarking.

.



Conclusion:

After interacting with the marketing officer and other employees of

RBKMUL and the survey I made in Raichur city, Milk adulteration, lack of

loyal retailers and unethical competitors who use harmful chemicals to

increase thickness and durability to promote sales are the big threat to the

Nandini milk. Although still Nandini is having good reputation and brand

image for its factors like less price, health conscious and experienced player

in the market.



Appendices:

Questionnaire on Marketing Survey.

PERSONAL INFORMATION OF CUSTOMER

Name: ………………………………….

Age: …………..

Gender: Male…… Female:…………

Qualification:

Occupation:

Income:

Family size:

No of Children below 12:

Address

Contact No:

QUESTIONNAIRE



1) Are you aware of Nandini milk?

Yes No

If Yes

2) How did you come to know about Nandini milk?

Televison

Newspaper

Banners

Friends and others

3) Which brand of milk are you consuming?

Arokya Nandini Teja gold Vijaya gold any other ……

4) Which of the following factors influences you to choose the brand?

Price Quality Taste Availability Packaging

Any other …..

5) Have you ever used Nandini milk?

Yes No

6) What is your opinion about Nandini’s price


Consumer Perception towards Nandini Milk Costly Cheap

Very costly Average

7) Quality of Nandini milk

Good Average Poor

8) How do you rate Nandini milk in comparison with other brands?

Very poor Bad Average Good Better

9) Do you feel that Nandini milk enhance the richness of Tea/coffee?

Yes No

10) How much are you satisfied with the taste of Nandini Milk?

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Highly Satisfied High

Dissatisfied satisfied

11) Rate the following factors with respect to Nandini milk.


Consumer Perception towards Nandini Milk Thickness

Very bad Bad Average Good Better

Smell




Packaging


For Health


13) How do you rate Nandini milk with consideration of Durability?


14) Totally are you satisfied with Nandini milk?


15) Among the following which brand you prefer in Nandini & other brands rate the

factors



Rating

Features

Tast

e

Quality Thickness Price Packaging

Nandini

Any other

brand

Excellent =5 Very good =4 Good = 3

Bad = 2 Very bad =1

16) Which size of packaging do you prefer more?

1)100 ml 2) 250 ml 3) 500 ml 4) 1 liter.

17) How do you differentiate Nandini with other brand in terms of, (Mark any One)

1) Quality 2) Service provided 3) Customer relation 4) Health conscious

5) Any other ….

18) At what extent the technology has influenced your buying behavior

Most Somewhat don’t know Not Not at all

19) Which brand comes to your mind when you think of milk?

Arokya Nandini

Teja Gold Vijaya Any other …..

20) Which will be your alternative brand of milk?

……


Consumer Perception towards Nandini Milk 21) Reasons for the alternative brand.

Same price same quality same taste any other ….

22) Any suggestions for Nandini milk?

… …………………………..

……………………………...

……………………………..

Thank you



Bibliography:

Books;

1. Principles of Marketing by Philip Kotler.

2. Marketing research by Parashuraman.

3. Consumer Behaviour by Paul Samuel.

Websites:

WWW.Kmfnandini.com

WWW.NDDB.com


http://WWW.NDDB.com/

http://WWW.Kmfnandini.com/

Date post:	27-Jan-2015
Category:	Automotive
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A project report on consumer perception towards nandini milk

Automotive