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LAKSHMI NARAIN COLLEGE OF TECHNOLOGY (MER 2008-10)
PROJECT REPORT ON
(The milk consumption pattern among consumers of Indore with special emphasis on women &
Girls.)
SUBMITTED TO:- SUBMITTED BY:-
LNCT-MER Amrita Tiwari
1
Dipti Makode Payal shaikh Rakhi Joshi
2
ACKNOWLEDGEMENT
Every work accomplished is a pleasure – a sense of satisfaction. However a number of people
always motivate, criticize and appreciate a work with their objective ideas and opinions,
hence we would like to use this opportunity to thank all, who have directly or indirectly
helped us to accomplish this project. Firstly we would like to thank Tushar Kant Roy sir and
A.K Singh sir without there support this project could not be completed. Next we would like
to thank all the people, who gave their valuable time and feedback to this project. We would
also like to thank our Director A.K. SAINI sir and college teachers for supporting us with
resources, which beyond any doubts have helped us a lot.
However, we accept the sole responsibility for any possible error of omission and would be
extremely grateful to the readers of this project report if they bring such mistakes to my
notice.
3
TABLE OF CONTENTS
SL NO.
CONTENTS
PAGE NO.
1. EXECUTIVE SUMMARY
4
2. INDUSTRY PROFILE
5-6
3. COMPANY PROFILE 7-9
4. RESEARCH METHODOLOGY 10-13
5. DATA ANALYSIS AND INTERPRETATION
14-22
6. FINDINGS 23-24
7.
BIBLIOGRAPHY 25
4
EXECUTIVE SUMMARY
This project was undertaken with the objective of ascertaining the milk consumption pattern
among consumers of Indore with special emphasis on women & ladies. The study was
conducted at Amul India Ltd, Indore branch. The respondents preference was studied through
using questionnaire.
A sample size of 200 families was taken for the study, there responses were studied and
interpreted .The sampling design was used convenience sampling. The process of analysis
was done through excel work sheets, frequency table, percentage analysis etc.
It was found that most of the women and girls in the families consume milk daily and the
ratio of consumption to non consumption is 7:3.
Finally the whole study of the research work, women should made aware of the benefits of
Daily milk consumption. .
5
INDUSTRY PROFILE
FOOD INDUSTRY
The food industry is the complex, global collective of diverse businesses that together supply
much of the food energy consumed by the world population. Only subsistence farmers, those who
survive on what they grow, can be considered outside of the scope of the modern food industry.
The food industry includes:
Regulation: local, regional, national and international rules and regulations for food production
and sale, including food quality and food safety, and industry lobbying activities
Education: academic, vocational, consultancy
Research and development: food technology
Financial services: insurance, credit
Manufacturing: agrichemicals, seed, farm machinery and supplies, agricultural construction, etc.
Agriculture: raising of crops and livestock, seafood
Food processing: preparation of fresh products for market, manufacture of prepared food
products
Marketing: promotion of generic products (e.g. milk board), new products, public opinion,
through advertising, packaging, public relations, etc
Wholesale and distribution: warehousing, transportation, logistics
Retail: supermarket chains and independent food stores, direct-to-consumer, restaurant, food
services
Under the food industry, Dairy product is very important part of food processing. Dairy
processing is acting good role in India.
6
Dairy Processing
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. 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 centers operate in the State. Also India today is
the lowest cost producer of per litre of milk in the world, at 27 cents, compared with the U.S' 63
cents, and Japan’s $2.8 dollars. Also to take advantage of this lowest cost of milk production and
increasing production in the country multinational companies are planning to expand their
activities here. Some of these milk producers have already obtained quality standard certificates
from the authorities. This will help them in marketing their products in foreign countries in
processed form.
The urban market for milk products is expected to grow at an accelerated pace of around
33% per annum to around Rs.43,500 crores by year 2005. This growth is going to come
from the greater emphasis on the processed foods sector and also by increase in the
conversion of milk into milk products. By 2005, the value of Indian dairy produce is
expected to be Rs 10,00,000 million .Presently the market is valued at around Rs7,00,000
Million tones.
7
COMPANY PROFILE
Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in
India. It is a brand name managed by an apex cooperative organisation, Gujarat Co-operative
Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.6
million milk producers in Gujarat, India. It is based in Anand town of Gujarat and has been a
sterling example of a co-operative organization's success in the long term. The Amul Pattern
has established itself as a uniquely appropriate model for rural development. Amul has
spurred the White Revolution of India, which has made India the largest producer of milk and
milk products in the world. It is also the world's biggest vegetarian cheese brand .
AMUL means "priceless" in Sanskrit. The brand name "Amul," from the Sanskrit "Amoolya,"
was suggested by a quality control expert in Anand. Variants, all meaning "priceless", are found
in several Indian languages.
AMUL stands for, A = Anand M = Milk U = Union L = Limited
Milestone of Amul
NAME Karia district co-operative milk producer’s ltd, widely known as “Amul”
FROM Co-operative sector registered under the co-operative society act
LOCATION Amul dairy, nr, railway station, Amul dairy road, Anand Gujarat ,India
8
REGISTRATION 14, December,1946
REGISTERED Kaira district co-operative milk producer’s ltd, Anand -388 001.Gujarat.
SIZE Production of different products on large scale, collecting 9 to 15lakh liters milk everyday & producing milk products.
PLANT There are 4 plants
1) Amul Plant 2) Kanjari Plant
3) Mogar Plant 4) Khatraj Plant BANKER 1. The Kaire District Center Co-Operative Bank Ltd.
2. UTI bank 4. Bank of Baroda
3. SBI 5. Corporation bank
6. Bank of Maharashtra WORKING 10:45 am to 5:45 pm
FOUNDERS
1. Shri Tribhuvandas K. Patel
2. Shri Sadar Vallabhbhi Patel
3. Shri Morarji Desai
4. Shri Verghese Kurien
5. Shri Harichand M. Dalaya
Gujarat Cooperative Milk Marketing Federation
GCMMF: An Overview
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products
marketing organization. It is a state level apex body of milk cooperatives in Gujarat which
aims to provide remunerative returns to the farmers and also serve the interest of consumers
by providing quality products which are good value for money.
9
Members: 13 district cooperative milk
producers' Union No. of Producer Members: 2.7 million No. of Village Societies: 13,141
Total Milk handling capacity: 10.21 million liters per day
Milk collection (Total - 2007-08): 2.69 billion liters Milk collection (Daily Average 2007- 09): 7.4 million liters
Milk Drying Capacity: 626 Mts. per day Cattle feed manufacturing Capacity: 3090 Mts. per day
ACHIEVEMENT:
Amul created history in following areas:
a) First self motivated and autonomous farmers‟ organization comprising of more than 5000000 marginal milk producers of Kaira District.
b) Created Dairy co-operatives at village level functioning with milk collection centres owned by them.
c) Computerized milk collection system with electronic scale and computerized accounting system.
d)The first and only organization in world to get ISO 9000 standard for its farmers co-operatives.
e)First to produce milk from powder from surplus milk.
Amul is the live example of how co-operation amongst the poor marginal farmers can provide means for the socio-economic development of the under privileged marginal farmers.
10
RESEARCH METHODOLOGY
11
TOPIC OF THE STUDY
To ascertain the milk consumption pattern among consumers of Indore with special emphasis
on women & Girls.
OBJECTIVE OF THE RESEARCH
To ascertain the milk consumption pattern among consumers of Indore with special
emphasis on women & Girls.
Also find out the reasons, if milk is not consumed daily by women and girls.
PROBLEM STATEMENT
There has been unawareness among women and girls about consumption of milk; this study
is intended to find out the percentage of women and girls consuming milk daily and what are
the reasons for no consumption.
SCOPE OF THE STUDY
The scope of the study is limited solely to some areas of Indore visited by researcher for the
purpose of research; this may hence not be a total reflection of the consumption pattern of
milk.
SAMPLE S IZE
It refers to the number of people surveyed for this topic, in the study 200 families
Were surveyed and responses drawn.
SOURCES OF DATA
Primary sources
The primary data was collected through questionnaires. They were filled using the scheduled
method of data collection by the researcher.
12
Secondary sources
The secondary sources were used only for collecting information regarding the sample, they
were however not used for final analysis.
RESEARCH DESIGN
A Research design specifies the methods and procedures for conducting a particular study. It
is a map (or) blue print to which the research is to be conducted. Descriptive research design
has been considered as a suitable methodology for present study and for data analysis.
SAMPLING DESIGN
The sampling design used was Convenience sampling, which is a non-probability sampling
method. The convenience factors were the availability and approachability of the
Respondents.
POPULATION
All the families containing women and girls, ranging to higher, middle as well as lower
income group.
PLACES OF STUDY
Bhanwarkua
Indrapuri
Vishnupuri
Khatiwala Tank
Palasia
Shrinagar Extension
Telephone Nagar
Vijay Nagar
13
Dewas Naka
MEASUREMENT
The research objective requires the researcher to find out the consumption pattern of milk
among women & girls basically in Indore.
For this the following data relevant were collected
a. No of men women and children in the families.
b. Type of milk used by the families, whether packaged or loose.
c. Average quantity of milk consumed daily by one family, and what is the daily
Consumption pattern of family members specially women and girls.
d. what are the reasons for no consumption of milk by women and girls.
LIMITATIONS OF THE RESEARCH 1. Total coverage of the study is limited to the few customers. 2. Sample size of the study is restricted to 200 families only. 3. Most of the respondents hesitate to give information but how ever an attempt is made to collect the data systematically. 4. Time is the one constraint of the survey.
ANALYSIS TECHNIQUES
Quantitative analysis is performed using the data collected from families consuming milk.
TOOLS UTILIZED
Percentage Analysis
14
Graph Chart
15
DATA ANALYSIS & INTERPRETATION
16
DATA ANALYSIS AND INTERPRETATION
The collected data were not easily understandable, so I like to analyze the collected data in a systematic manner and interpreted with simple method. The analysis and interpretation of the data involves the analyzing of the collected data and interpretation it with pictorial representation such as bar charts, pie charts and others.
No of members in the family and there ages.
0
20
40
60
80
100
120
140
25-35 35-45 45-55 55-above
age groups
no
of
me
ns
& w
om
en
s
men women
INFERENCE
Out of total men respondents about 24.3% belong to age group of 25-35, 28% belong to 35-45, 26.7% belong to 45-55 and 20% belong to 55 & above.
Likewise out of total women respondents about 22.2% belong to age group of 25-35, 19.5% belong to 35-45, 44% belong to 45-55 and only 14.4% belong to 55 & above.
Age-groups
25 - 35 35 - 45 45 - 55 55-above
MEN 51 59
56 44
WOMEN 65 57 129 42
17
From the above data we can conclude that most of the male respondents belong to age group of 35-45, and most of the female belong to age group of 45-55.
No of children in the family.
0
10
20
30
40
50
60
70
80
0-5 5-15 15-25
age groups
no
of
bo
ys &
gir
ls
Boys Girls
INFERENCE
Out of total boy’s respondents about 17.7% belong to age group of 0-5 yrs, 46% belong to 5-15 yrs and 36.3% belong to 15-25 yrs age group.
Like wise out of total girl’s respondents about 20.9% belong to age group of 0-5 yrs, 28% belong to 5-15 yrs and 51% belong to 15-25 yrs age group.
So we conclude that most of boy respondent belong to 5-15 age group and most of girl respondent belong to 15-25 yrs.
age - groups 0 - 5 5 - 15 15 - 25 BOYS
20 52 41
GIRLS
29 39 71
18
Type of milk used by the respondents.
70%
30%
loose
packaged
INFERENCE
As per the data 30% of the respondent families use packaged milk and 70% uses packaged
milk, so from the above we conclude that majority of the families use loose milk.
Loose Packaged
140 60
19
Average quantity of milk consumed daily by a family.
0 20 40 60 80 100
0-1
1-2
2-4
4- above
Ltr
s/p
er d
ay
No of families
families
INFERENCE
According to obtained data out of 200 families about 39% families consume 0-1 ltrs of milk
daily, 40% families consume 1-2 ltrs, 15.5% families consume 2-4 ltrs and about 5.5%
families consume 4 ltrs & above.
Thus we conclude that majority of families consume 1-2 ltrs of milk daily.
lTRs/per day 0 - 1 1 - 2 2 - 4 4 - aboveNo of families 78 80 31 11
20
Daily average consumption pattern of milk by family members.
0
20
40
60
80
100
120
140
160
0 ML 100 ML 250 ML 500 ML 500 & Above
Quantity of milk in liters
No
of
resp
on
den
ts
Men Women Girls Boys
INFERENCE
It is clear from the above data that the daily average consumption pattern of the family
member is 250 ml.
average consumption
MEN
WOMEN GIRLS BOYS
0 ML 51 85 48 29 100 ML 12 23 0 1 250 ML 118 150 82 68 500 ML 21 30 6 14 500&ABOVE 8 5 2 1
21
Reason for no consumption of milk by women and girls.
21%
54%
24%1%
PRICE DISLIKE HABBIT OTHERS
INFERENCE
It is clear from the above data that most of the women don’t consume milk because of dislike
ness, and rest because of habits, price, other reasons etc.
REASONSf reason PERCENTAGE
PRICE 21%
DISLIKE 54%
HABBIT 24%
OTHERS 1%
22
Awareness about the benefits of daily milk consumption by women.
90%
10%
YES NO
INFERENCE
We can conclude from the data that 90% of women are aware about the benefits of daily milk
consumption and 10% are not aware, so there is awareness but due to different reasons not all
women consume milk daily.
yes 90%
NO 10%
23
Brand of milk generally preferred by the respondents.
0
10
20
30
40
50
60
70
80
No of families
Amul Sanchi Other
Brands
INFERENCE
As per the data out of 200 families 37% families use AMUL milk, 36.5% families use
SANCHI milk and 26.5% families use other milk.
So we conclude that the market share of AMUL is largest among the three.
BRAND No of families
Amul 74 Sanchi 73 Other 53
24
FINDINGS OF THE STUDY
1.The findings of the study tells us that, out of total women respondents which is 293, 208
consume milk daily means 70.90% and 85 don’t means 29.01%.And out of total 139 girls
respondents 91 consume milk daily which is 65.54% and 48 don’t which is 34.53%.
WOMEN
WOMEN, 71%
WOMEN, 29%
YES NO
GIRLS
GIRLS, 65%
GIRLS, 35%
YES NO
2. Also out of total women and girls together which is 432, 299 consume milk daily that is
RESPONDENTS YES NO
WOMEN (293)
208 85
GIRLS (139)
91 48
25
about 69.22% and 133 don’t that is 30.78%.
So, we conclude that almost 70% of females consume milk daily, the ratio of consump-
tion to non consumption is nearly 7:3.
total female respondents
yes, 299, 69%
no, 133, 31%
yes no
female respondents
yes no
Total(432) 299 133
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BIBLIOGRAPHY Naresh K Malhotra- Marketing Research – An Applied Orientation, 4th Edition, Pearson
Education Pvt. Ltd, New Delhi, 2007.
Philip kotler -- Marketing Management, Prentice Hall of India, New Delhi, 2007.
C.R.Kothari - Research Methodology, New Age International (P) Limited, New Delhi 2008.
WEBLIOGRAPHY
www.wikipedia.org
www.amul.com
www.google.com
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ANNEXURE
QUESTIONAIRE FOR RESPONDENTS
TOPIC:- To ascertain the milk consumption pattern among consumers of Indore with
special emphasis on women & Girls.
Q:-1 How many members are there in your family and what are there ages?
Men …………… Women …………….. Children …………….. Girls …………….. Boys …………….
Q:-2 Which type of milk do you use?
Packaged Loose
Q:-3 Average quantity of milk consumed daily by your Family?
……………………………………...Ltrs/per day
Q:-4 What is the consumption pattern- Men……… Women……… Girls……… Boys………...
Q:-5 If not consumed by women and girls, then what is the reason?
…………………………………………………….
Q:-6 Are you aware about the benefits of daily milk consumption by women?
Yes No
28
Q:-7 Which Brand of milk does you prefer generally?
Amul
Sanchi
Others
PROFILE:-
Name of Respondent - …………………………………….
Contact No- ………………………………………………..
Address - ………………...................................
29