83
CONSUMER PRECEPTION ABOUT VERKA PRODUCTS
CONSUMER PRECEPTION
ABOUT VERKA PRODUCTS
For the management career, it is important to develop managerial skills. In order to achieve positive and concrete, along with theoretical concept, the exposure of real life existing in corporate word is very much needed to fulfill this need, this practical training is required
I underwent training in VERKA MILK PLANT located at FEROZERPUR ROAD, LUDHIANA. I got ample opportunity to view the overall working of the company.
This report is the result of my 6 weeks training in VERKA MILK PLANT, as a part of MBA. The subject CONSUMER PRECEPTION ABOUT VERKA PRODUCTS In the forthcoming pages, an attempt has been made to present a comprehensive report covering different aspects of my training.
I express my deepest gratitude to the esteemed Guide Mr. Balbir Singh, Manager (marketing) Verka milk plant for his guidance, inspiration, encouragement, valuable suggestions and active co-operative in undertaking project work.
I owe my sincere thanks to Mr. Balbir Singh, for his consistently inoperative, co-cooperativeness and multiple earnest efforts to this end. Conscience does permit me to pay my sincere thanks to the concerned Verka milk plant authorities/ officials especially of finance department and well wisher all around whom accelerated the venture to a grand final.
Kamal kishore
1. COMPANY PROFILEI. InceptionII. ObjectiveIII. Milk procurement networkIV. Necessary for production enhancementV. Quality of milk productsVI. Present status/achievement of the plant VII. Organization structureVIII. MarketingIX. Brand extensionX. Brand awareness initiativesXI. ExportsXII. Other initiatives XIII. TurnoverXIV. Equity participation XV. Milk growth at a glance
2. Future planning
3. SWOT ANALYSIS OF VERKA
4. OBJECTIVE OF THE STUDY
5. CONSUMER PRECEPTION ABOUT VERKA PRODUCTS
6. Findings of the Study
7. Conclusion & recommendation
8. REFERENCES
9. ANNEXURE
The milkfed network in
Punjab
1. PROFILE OF VERKA MILK PLANT LUDHIANA
Milk production is a very important part of the agricultural economy in the state of Punjab is one of the smallest states Indian Union with a total area of 50,362 Sq. Kms., which is 1.5% of the Indian landmass. Dairy farming is an age-old subsidiary professional in the rural areas of Punjab is the second largest milk producing state in India, producing around 10% of the country’s milk productions i.e. 8 millions tones annually
I. Inception Verka milk plant was started in year1974. Its foundation was laid down by Honourable Prakash Singh Badal, the chief minister on
June, 1970. It was registered with Punjab Diary Development Corporation limited with 45 societies in 1972. This plant was built at the cost of RS. 1.68 Crore with installed capacity of 75000 litres per day. Lat. Smt. Indira Ghandi inaugurated this plant on 31st
October, 1974. At a time, is membership was 2440 and milk procurement was 10200 litres per day. It was then taken over Milk fed Punjab in 1983 and operated by Ludhiana district cooperative milk producer union limited in 1988. Seeing the important milk, central government started a scheme of operating food to bring with revolution, to give the farmers a better deal and over valued customer, better product. Central government selected Ludhiana district in Punjab as one of the milk shed to develop. It aimed to prevent the harassment of farmer and consumers. The milk plant is a cooperative society and farmers and i.e. Producer share all profits and losses. Government does not provide any financial assistance to milk plant receives loan etc with the guarantee of government. The milk plant Ludhiana is situated on the Ferozepur road, 5 Kms from the bus stand. State bank of Patiala is situated within the area of plant and post office is about 1 km away from it. Due to rapid increase in capacity utilization, its capacity has been increased to 40000 litres per day .its turnover in 2008-09 was 190 Crore
II. Objective
a. To strength diary sector, Milk fed come into existence in 1978 and Simultaneous Distt. Milk unions were formed.
b. Village level cooperative societies were also formed on “Anand Pattern”. The system was run by the farmers, of the farmers and for the farmers.
c. To give remuneration prices to farmer and to ensure permanent Market for the whole year
d. To provide technical input like artificial insemination, to improve the breed of animals, animal health service, preventive disease treatment and awareness regarding firm management etc.
e. To provide ISO marks goods quality balanced cattle feed and fodder seed to the farmers.
It is the first plant in northern India and amongst the first ten in India cooperative sector. This is the first milk plant in India to get ISO 9002 certification. It is also certified by Bureau of India Standard as is-15000 organisation.
III. Milk Procurement Network
Working on “Anand Pattern”, the process of organizing societies at village level started in Punjab as early as1978. Presently, there is strong network of about 6432 (as on 31.3.2009) Milk Producers Cooperative Societies organized at village level. About 3.65 lakh milk producer members are attached to these societies. Fresh milk is produced from the milk producers twice a day through village level societies directly without the assistance of any middleman
IV. Necessity for Production Enhancement a. Milk production in the area increased manifold with the
result. Resultantly started receiving daily 2.50 LPD of milk.b. To increase the participation of women 120 exclusively
women societies are organized with 15300 women members through Punjab Women Diary Project a Central Govt. Sponsored scheme.
c. To cater to the increased demand, necessity of expansion of milk plant arose.
d. Capacity of Milk Plant enhanced from 1 lac to lac litre with additional powder. Plant of MTs.
e. Plant has having latest Art Technology with MVR (Mechanical Vapor Reprocesses) along with a drier with fluidized bed through which agglomerated Powder is manufactured.
f. This improved the socio-economic conditions of managerial and poor farmers.
g. The profitability of the turnover of the plant improved a lot.h. No. Of societies increased from 94 to 816 its membership
from 5400 to 78400.i. All the societies are in net profit and distribution bonus to its
member.
V. Quality of Milk and Milk Products
a. To improve the quality of raw milk, clean Milk Production program started in 650 villages and resultantly the quality of products increased.
b. Milk Plant, Ludhiana was the first in India in diary sector to get ISO certification.
c. Under ISO certification and HACCP (IS 15000) Milk Union started export of Ghee, SMP to Gulf Countries Philippines, Manila, South Africa, Singapore, Bangladesh etc. The export is more than 5.5 crore during the last year.
d. To future improve the quality of Raw Milk; Milk Union started 365 automatic Milk collection stations at village level.
e. To meet the challenges of WTO Milk Union started TIFAC programme with the help of Ministry level.
f. 22 Bulk Milk Coolers have been installed at village level to chill the milk on this spot and to check bacterial count.
g. 28 model diary demonstration farms have been establishh. Milk Union, Ludhiana is first in India which has installed
Bectoscan word 70 lacs and somatic cell count machine have been installed at milk plant, Ludhiana.
The latest rate of art technology in milk drying is available at this plant. Milk fed markets a wide variety of product, which include liquid milk, skimmed milk powder, whole milk powder, diary whitener, ghee, butter, cheese, lassi, tetra pack sweetened flavoured milk, milk in tetra pack, ice cream, malted food verka vigour, khoa etc. These entire products are not made in this plant. It charges commission for sales of sales of these various products. Products are lassi, ice-cream. Milk needs are met by network of over 816 milk products societies having 78400 members in Ludhiana district. At the first stage milk which is collected form villages is transferred to the chilling centre. These are six chilling centre situated at Ramgarh Sardaran, Raikot, Samarla, Khanna, Machhiwara, and Bija.
VI. Present Status/Achievement of the Planta. No. of societies increased from 94 to 816 and its
membership from 5400 to 78400.b. Milk procurement has increased from 10200 LPD to 250000
LPD.c. Highest milk price is being paid to milk producer as compare
to other plant in the states.d. Product being manufacture by Ludhiana Plant are sold at
premium rates through out of the country and in the International Market.
e. City supply has increase from 66000 LPD to 160000 LPD.f. Turnover the plant touched to 180 crore Profit of the union
has increased manifold.g. Capacity utilization of the plant is more than 80%.h. Milk products like Ghee, Table Butter, Skimmed Milk Powder,
Whole Milk Powder, Curd, Paneer, Milk Cake, etc are being manufactured by Milk Plant Ludhiana.
Milk union, Ludhiana is further progressing by leaps and bounds and it is hoped that in the years to come, it will achieve excellent results and will help improve the social and economic condition of the people at large.
VII. Organization Structure
Board of Directors
ChairmanManaging Director
Apex OfficeMilk Union/Milk
PlantCentral Input
UnitsCattle Feed Plant
Milk fed and its 11 Milk unions provide an assured market
and remuneration prices to the Milk Product. Milk fed has about running 10 milk plants, 2 cattle feed
plant and 2 seed processing units. Milk Plant at Chandigarh, Mohali and Ludhiana has got a
combined certification under ISO-9001 and ISO1500 during 1998-99.
VIII. Marketing
Milk fed Punjab is serving nationwide consumer through its network of regional offices and strong distribution channels. Milk fed markets a wide variety of product, which include liquid milk, skimmed milk powder, whole milk powder, dairy whitener, ghee, butter, cheese, lassi, tetra pack sweetened flavoured milk, ice cream, malted food verka vigour, khoa etc.
Verka is brand leader in milk powders particularly in northern eastern sector and skimmed milk powder marketed by milk fed commands a premium price over powder manufactured by competitors who include multi-national as well as private trade and other cooperative federations. Verka has arrived on the sheer strength of its quality, freshness and purity. It is homemade taste at the most affordable price.
Milkfed, Punjab, is making available pasteurized milk packed and processed under hygienic conditions at the doorsteps to the consumer. Keeping in view the lack of adequate vitamin a & d in the diet of people, Milkfed felt its more responsibility to take care of their health by enriching verka milk vitamin a& d.
IX. Brand Extension
After wining faith of innumerable consumers, verka did not stop, as there was a scope for more changing times brought new trends, needs, tastes and hopes. Verka dynamic as ever, too acquired newer form by adding value to milk to satisfy a quality conscious society. Milkfed came up with varied varieties of cheese like processed cheddar cheese, cheese spread, cheese single and there were milk powders like dairy whitener skimming milk powder. Health drink like verka vigour, sweetened flavoured milk, mango drink called Raseela. Then there were verka curd and whole lot of different flavours of ice creams. Milk had never meant so much before.
X. Brand Awareness Initiatives
To bring awareness among the consumer about the quality of milk products, Milkfed has planned in big way for aggressive consumer awareness and publicity campaign for verka milk products to motivate the consumer quality milk products.
XI. Export
With competition in national market zooming up efforts to enhance export of milk products have been made. Milkfed has established its ghee market in Middle East Market. Verka ghee reaches all the emirates is so deep that verka ghee reaches all the emirates and is available almost in all the super markets. The penetration is so deep that verka ghee is available in far off labour camps. In addition to ghee, SMP was also exported to Asian Countries like Philippines, Bangladesh and Sri-Lanka. Verka Milk Plus (Malted Milk Food) has also been exported to Bangladesh.
XII. Other Initiatives
Verka has also taken some quality related and technical initiatives. It has also taken initiatives to increase women participation in milk industry. Here are some of details.
Quality Assured Program
Quality Assured Program (QAP) which is a part and parcel of Diary Plant Improvement Program (DPIP) was taken up in Ludhiana Milk Union with the Technical guidance from NDDB. The main objective of the program is to improve efficiency of plants coupled with loss management to bring down the cost of production, improve the quality of milk and milk product manufactured to ameliorate the general hygienic and housekeeping standards and above all to enhance the profitability and financial viability of the milk plant to enable milk products to get better price for their products.
Technical Initiatives
From their first milk plant verka, Milkfed has come long a way. Many new milk plants, seed processing units and cooling units have sprung up throughout Punjab. Technical input program have enhanced milk production. Computerized feed formulation has led to improvement in the quality of milk. Import of goods breeds under breed improvement program as well as artificial insemination program have held to an improvement in the quality of the cattle. They are today healthier, stronger and of excellent breeds. As a result of all this and three phases of operation flood, there has been an overall increase in supply of milk and cattle feed production. Today the farmers are getting better prices
because of increased turnover and thereby making increased profits.
Clean Milk Production Program
For improving quality of raw milk right from milk producer’s level, a massive programme called “CMP” has been launched under which 195. Bulk milk coolers have been installed in the societies and many more in pipe line. Besides, more than 100 automatic milk collection stations have been provided to the societies for bringing efficiency and total transparency in the system. Traditional manual of milk testing at society level is being replaced with Electronic Milk Tester.
Providing Milking Machines/Milking Parlours
To upgrade milking technology, Milkfed is providing milking machines/milking parlours to dairy cooperative societies/progressive dairy farmers at 50%/25% subsidy. Till date 450 Milking Machines and 4 Milking Parlours has been provided against the target of 800 milking machines for the year 2008-09. Rs.2.00 crore has been received from Govt. of Punjab as financial assistance. This will improve Bacteriological quality of milk, hygienic conditions of teats of animals and reduce stress to animals/Milkers and somatic cell counts.
Setting up of By-Pass Protein Plant
To increase Milk Production and daily income of dairy farmers, Milkfed is setting up By-Pass Protein Plant of capacity 50 M.T. per day at Khanna. Rs.1.50 crore has been approved by State Level Sanctioning Committee under RKVY. Order has already been placed with NDDB for setting up this plant on turnkey basis. This
will provide cheaper source of proteins, essential amino acids and improve reproductive efficiency of milk animals.
Empowerment of Women Through Cooperatives
Milkfed realised that women participation in Dairy Cooperatives can help rural women in becoming self confidant, self reliant and can run Dairy Cooperatives more efficiently. Presently, out of 5300 functional societies, 794 Women Dairy Cooperative Societies are functioning. 390 Women Dairy Cooperative Societies have been organised under STEP (Support to Training & Employment Programme for Women). Under STEP Milkfed received 90% grant to the tune of Rs. 7.54 crore from Ministry of Women & Child Development.
XIII. Turnover
The annual turnover of Milkfed which was Rs.931 crores in the year 2007-08 has hit the level of Rs.1150 crores in the year 2008-09.
TURNOVER (Rs.in Crores)
XIV. Equity Participation
The paid-up equity of Milkfed as on 31.3.2008 was to the tune of Rs.46.86 crores which comprises of Rs.28.93 crores from the cooperative members and balance Rs.17.93 crores from State Government.
XV. Milkfed Growth at a Glance
PARTICULAR UNIT 03-04
04-05 05-06
06-07 07-08 08-09
FUNCTIONALSOCIETIES
CUMMU. NOS.
6445 6104 6101 5989 6155 6432
MEMBERSHIP IN LACS 3.76 3.56 3.63 3.60 3.62 3.65AVG. DAILY MILK PROC
LKG SPD 7.45 7.81 7.82 7.78 8.21 9.21
PEAK MILK PROC LKG SPD 10.04 11.64 11.37 11.54 12.39 14.13A.I. CLUSTER SOCS.
COOMU. NOS.
323 341 388 433 504 595
FODDER SEED M.Ts. 444.1 400.30 430.0 500.00 572.00 802.00
SUPPLIED 0 0CATTLE FEED SOLD
M. Ts. 73724
66970 66750
73577 86174 93751
AVG. DAILY CITY SUPPLY
LLPD 4.97 5.27 5.67 5.81 6.16 6.58
SALE OF SFM LAC PKTS/BTLS
30.32 35.85 42.49 41.92 61.11 56.38
SALE OF LASSI LAC PACKETS
10.54 12.20 16.89 19.16 29.51 31.97
SALE OF ICE-CREAM
LAC LITRES 9.17 10.23 12.18 15.61 17.68 16.06
EXPORT RS. IN LACS
698.17
1142.28
713.67
1140.35
1334.90
1500.00
TURNOVER RS. IN CRORES
585.00
653.00 675.00
760.00 931.00 1150.00
2. Future Planning
Punjab is the state, which has pioneered the green revolution in the country. It is because of the effort to the Punjab farmer that India now occupies an enviable position of self-reliance in respect of food grains on the world map. Consequent upon intensification of agriculture, Punjab agriculture has now reached saturation label beyond which future growth appears to be limited. This necessitates a fresh look at the agricultural scenario prevailing in the state so that the Punjab farmer who is very enterprising and is receptive to new technology continues to reap the fruits of his labour without permanent has environment.
In view of the above, necessity was felt to make the shift towards value additional and to make the allied occupation of dairy farming, poultry, piggery etc. A practical and viable proposition by launching a mission called “second push in Punjab Agriculture and Allied Sectors”. The programme aims at brining a voluntary shift in cropping pattern, introduction of income/employment generating/productivity oriented programmes directly benefiting the farmer of Punjab. Under the programme following schemes
are proposed form dairy development concerning Milkfed, Punjab:-
Milk Production and Hygienic Quality Improvement Assistance.
Modernization of Milk Testing. Establishment of Method-cum-Result Demonstration Units.
3. SWOT ANALYSIS OF VERKA
Strengths
Demand profile: Absolutely optimistic Margins: Quite reasonable, even on packed liquid milk. Availability of raw material: Abundant presently, more
than 80% 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.
Weakness
Perishability: Pasteurization has overcome this weakness partially. 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 development 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 yield.
Logistics of procurement: Woes of bad roads and inadequate transportation facility make procurement problematic. But with the overall economic improvement in India, these problems would also get solved.
Problematic distribution: Yes, all is not well distribution. But then if ice creams can sell 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 liking the producer to the refrigerator at the consumer’s home.
Opportunities
Value additional: There is phenomenal scope for innovations in product development, packaging and presentation. Given below are potential areas of value additional.
Export potential: Effort to exploit export potential is already on. Amul is exporting to Bangladesh, Shri lanka, Nigeria, and the Middle East. Verka should also focus on export as there is growing demand for India dairy product in foreign countries.
Threats
Competitor: Private companies have started operating in this domain. These private companies pay more for procuring milk which may be challenge for verka.
Strong marketing strategy by competitor by offering the discount coupons to consumer and providing healthy commissions to the retailers.
Strong supply chain management by the competitors.
The study of this SWOT analysis shows that the ‘strengths’ and ‘opportunities’ for outweigh ‘weaknesses’ and ‘threats’. Strengths and opportunities are fundamental and weaknesses and threats are transitory. Success of Verka 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 need to be done is: to innovate, convert into commercially exploitable ideas.
4. OBJECTIVE OF THE STUDY
OBJECTIVE OF STUDY
AND
RESEARCH METHODOLOGY
To study the various components of financial statement of verka for the past years and analyze them to identify the company’s performance on various aspect.
To study the effect of current asset and current liabilities on the profitability and liquidity position of the company.
To analyze the market performance of Verka.
To help the management in financial planning of the organization.
To suggest remedial measures for the improvement of the company’s performance.
5. Survey Results for the Consumer
Q1. Do you use the dairy products?
This question reveals how many respondents use dairy products.
TABLE 5.1- This table shows how many respondents use
dairy products.
Attribute Number of
Respondents
Percentage (%)
Yes 100 100%
No 0 0%
Total 100 100%
Figure5. 1- Shows that all the respondents use dairy
products.
Interpretation- Since only those respondents who use
manufactured dairy products were questioned, therefore number
Yes No0
20
40
60
80
100
120100%
0%
No
of
res
po
nd
en
ts
respondents who use dairy products was 100. A person who was
not using the dairy products was not considered.
Q 2- Which Company’s dairy products do you use? Please rank?
This question answer’s which company’s products are preferred
by the consumers on first number.
TABLE 5.2- This table answers which company’s products
are preferred by the consumers on first number.
Company Number of
Respondents
Percentage
(%)
Verka 70 70%
Nestle 9 9%
Amul 7 7%
Reliance 14 14%
Total 100 100%
Figure 5.2- Answers which company’s products are
preferred by the consumers on first number.
Respondent
0
10
20
30
40
50
60
70
Verka
Nestle
Amul
Reliance
Interpretation - This question was asked to know the market
share of dairy company. In which 70% of consumer have selected
the Verka, 9% Nestle, 7% Amul and 14% Reliance.
Q 3- Please tick the name of the products used by you?
This question reveals how many consumers use which type of
tetra pack of verka.
TABLE 5.3- This table shows how many consumers uses
which type of
Tetra pack of verka.
Product Number of
Respondents
Percenta
ge (%)
Flavored Milk 50 50%
Flavored Lassi 38 38%
Mango Rassila 7 7%
Kheer 5 5%
Figure 5.3- Shows how much consumer use which type of
Tetra pack of verka.
Respondent
0
10
20
30
40
50
Flavored Milk
Flavored Lassi
Mnago Rassila
Kheer
Interpretation - The reason to ask this question was only to get
the taste of the consumer regarding the selected products of the
Verka among above four most preferred tetra pack is flavored
milk 50% and least preferred is Kheer 5% only.
Q 4 – How often do you use the products of verka? Mentioned
below
This question reveals how many consumers uses which type of
tetra pack of verka how often.
TABLE 5.4 - This table shows how many consumers uses
which type of
Tetra pack of verka how often.
Products Once
in a
week
More than
once in a
week
Once
in a
month
More than
once in a
month
Occa
si -
onall
y
Flavored
milk
17 14 13 4 10
Flavored
lassi
7 13 6 5 8
Mango
rasilla
3 1 1 0 2
Kheer 0 0 1 0 3
Figure 5.4 - Shows how many consumers’ uses which type
of tetra pack of verka how often.
repondent0
2
4
6
8
10
12
14
16
18
f.milk
f. lassi
mango rasilla
kheer
Interpretation - The reason to ask this question was to check
the consuming pattern of the consumer here again the flavored
milk is most popular in a week 17 consumer want to consume, 7
consumer flavored lassi, 3 mango rassila and nobody is interested
in kheer. In overall from this question we can conclude that
flavored milk again most popular and consumption is more in over
all options.
Q 5- How much quantity do you use approximately in a month?
This question reveals how much quantity of tetra pack of verka
used by the consumers in the one month.
TABLE 5.5- This table shows how much quantity of tetra
pack of verka used by the consumers in one month.
Tetra
pack
0-6
Packe
ts
6-12
Packe
ts
12-18
Packe
ts
18-24
Packe
ts
24--
30
Packe
ts
>30
Packe
ts
F milk 45 10 2 3 2
F lassi 27 7 3 1 3
M
Rassila
5 1 1
Kheer 4 1
Figure 5.5- Shows how much quantity of tetra pack of
verka used by the consumers in the one month.
0-6 6--12 12--18 18--24 24--30 m-3005
101520253035404550
Interpretation - The propose was to know about the exact
quantity consumption of the tetra pack by dividing into six
different options starting from 0-6 to more than 30. 45 consumer
were those who take 0-6 packets in a month, 27 were those who
consume lassi, 5 were those who were interested in consuming
mango rassila and only 4 consumer had replied for kheer.
Q 6 What do you perceive of the verka products?
This question reveals satisfaction level of consumers with the
factors, which were related to buying behavior.
Table 5.6 Shows satisfaction level of consumers with the
factors, which were related to buying behavior.
FACTORS Response (%age)
Price 25
Quality 45
Brand 5
Taste 15
Availability 10
Figure 5.6 Shows satisfaction level of consumers with the
factors, which were related to buying behavior.
0
5
10
15
20
25
30
35
40
45
Price
Quality
Brand
Taste
Avability
Interpretation - The purpose of asking this question was to
check the important factor of the satisfaction. In which 45
consumer were satisfied with the product because of quality, 25
with prices, and 15 with taste.10 with the availability and only 5
who were satisfied due to the brand name of Verka.
Q 7 – How much are you satisfied with verka ‘s products
mentioned below?
This question reveals satisfaction level of the consumers with the
tetra pack of verka.
TABLE 5.7- This table shows satisfaction level of the
consumers with the tetra pack of verka.
Tetra packs Respond
ent
Percentag
e (%)
Flavored milk 52 52
Flavored lassi 37 37
Mango rasilla 8 8
Kheer 3 3
Figure 5.7 Shows how many respondents were satisfied
with of tetra pack of verka.
Respondent0
10
20
30
40
50
60
F.milk
F. lassi
M. rassila
Kheer
Interpretation - The propose of asking this question was to
check the satisfaction level regarding various selected by
providing them five option out of only the high satisfied was taken
for the conclusion of the result product 52% were high satisfied,
37% with lassi, mango rasilla 8% and with Kheer only 3%.
Q 8 – Do you have any complaint regarding the tetra packs of
verka?
This question reveals how many complaints respondents have
regarding the tetra packs of verka.
TABLE 5.8- This table shows how many complaint
respondents have regarding the tetra packs of verka.
Complaint
regarding
NO. OF
RESPONSES
Percentage
(%)
Quality 4 16.6%
Packing 4 16.6%
Availability 13 54.1
Taste 3 12.5
Total 24 100%
Figure 5.8- how many complaint respondents have
regarding the tetra packs of verka.
Respondent
0
10
20
30
40
50
60
70
Quality
Packing
avalbility
Taste
Interpretation - The reason to ask this question was only to
make the improvement in the particular area where they have
lacking but only 24 consumers had given their complaints. 3%
had complaint regarding taste, 4% consumer had complaint with
Quality, 4% regarding packing and the having problem with the
availability.
Survey Results for the retailers
Q 1 – How much old your business mention below?
This question reveals how many years old the business of the
retailers.
TABLE 5.9- This table shows how many years old the
business of the retailers.
Years NO. OF RESPONSES Percentage (%)
0 – 5 8 16
5 – 10 9 18
10 –15 11 22
15 –20 5 10
20 – 25 5 10
25 –30 7 14
=> 30 5 10
50 100%
Figure 5.9- Shows how many years old the business of the
retailers.
0
2
4
6
8
10
12 0--5
5--10
10--15
15--20
20--25
25--30
30--above
Interpretation - The main purpose of asking this question was
only to know for how long a retailer was in business and the range
starts from 0-5 years and goes upto 30 years and the sample size
of the retailer were 50 retailers
Q 2 – Do you prefer keeping dairy products?
This question reveals how many retailers are keeping the dairy
products.
TABLE 5.10- This table shows how many retailers are
keeping the dairy products.
Respondent’s
response
NO. OF
RESPONSES
Percentage (%)
Yes 50 100%
No --- ----
50 100%
Figure 5.10- How many retailers were keeping the dairy
products.
Interpretation - The purpose of asking this question was to
check the retailer was in a business of dairy products. And only
those retailers were being considered in this that was in dairy
business. The entire 50 retailer were in dairy business.
Q3. Do you sell the product of following brands
This question reveals how many retailers are keeping the
products of other companies.
TABLE 5.11-This table shows how many retailers are
keeping the products of other companies.
Yes No0%
20%
40%
60%
80%
100%
120%
1
Figure 5.11- Shows how many retailers are keeping the
products of other companies.
Respondent
02468
10121416
NestleAmul
Britanina
Uttam
Reliance
Milk food
Amul
Interpretation - The purpose of asking this question was to
know the competitors brands of the verka in the market and how
many retailers were selling the competitors brand 10 deals with
Brand No of retailers Percentage (%)
Nestle 10 20
Amul 15 30
Bartiania 5 10
Uttam 6 12
Reliance 10 20
Milkfood 4 8
nestle,15 deals with amul, 5 with britania, 5 with uttam, 10 with
reliance, and 4 with milkfood.
Q 4 – Do you keep the products of verka?
This question reveals how many retailers keep the products of
verka.
TABLE 5.12- This table shows how many retailers keep the
products of verka.
Respondent’s
response
NO. OF
RESPONSES
Percentage (%)
Yes 50 100
No 0 0
Total 50 100%
Figure 5.12– Show how many retailers keep the products
of verka.
Retailers0
10
20
30
40
50
Yes
No
Interpretation - The purpose of asking this question was to
know how many retailers deal with the verka products. And only
those 50 retailers were being taken for survey who deals in verka
products
Q 5 – Which of these products do you deal in?
This question reveals how many retailers keep the tetra packs of
verka.
TABLE 5.13- This table shows how many retailers keep the
tetra packs of verka.
Products NO. OF RESPONSES
Flavored milk 50
Flavored lassi 50
Mango Rasilla 15
Kheer 3
Others (milk,
butter, dahi, paneer
50
etc.)
Figure 5.13– Shows how many retailers keep the tetra
packs of verka
Retailers
0
10
20
30
40
50
F. milk
F. Lassi
M. Rassila
Kheer
Others
.
Interpretation - The purpose of asking this question was to
know that how many retailer deals in verka Tetra packs. Out of
those 50, 33retailer deals in flavored milk and lassi, 12 deals in
above two and also with mango rasilla and 3 were those who
deals in all the above four products of the Verka.
Q 6- Do you get the supply in time?
This question reveals how many retailers get the supply of tetra
packs of verka in time.
TABLE 5.14- This table shows how many retailers keep the
tetra packs of verka.
No. of responses Percentage (%)
Yes 33 66
No 17 34
Total 50 100%
Figure 5.14– Shows how many retailers keep the tetra
packs of verka.
Retailers
05
101520253035
Yes
No
Interpretation - The purpose of asking this question was only to
check out the retailer was able to get the supply on time or not.
Only 33 retailers were getting the supply of tetra packs on time
and rest 17 were not able to get the supply.
Q 7 – If no please tell how much time
This question reveals how much time retailers are get the supply
late.
TABLE 5.15- This table shows how much time retailers are
get the supply late.
Time in days No of respondents Percentage (%)
1-3 days 26 52
4-6 days 11 22
7- 9 days --- ---
Occasionally 8 16
Not coming 5 10
Total 50 100%
Figure 5.15– Shows how many retailers keep the tetra
packs of verka.
Retailers
0
5
10
15
20
25
30
1--3
4--6
7--9
Occasionally
Not coming
Interpretation - The purpose of asking this question was to
check how many retailers get the supply of Tetra packs on the
routine bases. Out of which only 26 were those who get the
supply on the routine, 11 are those who get supply in a week and
8 are those who get the supply occasionally and 5 were those
who never got supply by verka they always purchase the tetra
packs from the counter
Q 8 – How much you satisfied with verka‘s products mentioned
below?
This question reveals satisfaction level of the retailers with the
verka‘s products.
TABLE 5.16- This table shows satisfaction level of the
retailers with the verka‘s products.
Products Retailers Percentage (%)
Flavored milk 47 94
Flavored lassi 50 100
Mango rasilla 15 30
Kheer 3 6
Figure 5.16 – Shows how satisfaction level of the retailers
with the verka ‘s products.
Retailers
0
10
20
30
40
50
F.Milk F. Lassi
M.Rassila Kheer
Interpretation - The purpose of asking this question was to
check the satisfaction level of the retailer in terms of sale 50
persons were satisfies with the lassi, 47 retailer were satisfied
with flavored milk 15 are satisfied with the mango rasilla and
only three retailer were those who were satisfied with the Kheer.
Q 9 – How much you are satisfied with verka’s selected products
in the term of following factors:-
This question reveals satisfaction level of the retailers with the
factors that affect the behavior of retailers.
TABLE 5.17 - This table shows satisfaction level of the
retailers with the factors that affect the behavior of
retailers.
Products Retailer
Quality 18
Margin 15
Supply 16
Sales promotion 1
Figure 5.17– Shows how satisfaction level of the retailers
with the factors that affect the behavior of retailers.
Retailers
02468
1012141618
Quality
Margin
Supply
Sales Promotion
Interpretation - The purpose of asking this question was to
check that factor which affects the behavior of the retailers to
purchase the product again and again 18 prefer due to quality, 15
due to margin, 16 due to supply and only 1 due to sales
promotion.
Q 10 – Please tell the approximate sale of verka’s products
according to the sale?
This question reveals approximate sale of the tetra packs of verka
in the summer and winter seasons.
TABLE 5.18- This table shows approximate sale of the
tetra packs of verka in the summer and winter seasons.
Season Percentage (%)
Summer 42
Winter 8
Figure 5.18– Shows approximate sale of the tetra packs of
verka in the summer and winter seasons.
Retailers
0
10
20
30
40
50
Summer
Winter
Interpretation - The purpose of asking this question was only to
know about the sales in summer and winters. Out of these 50
retailers 42 sell the tetra packs in summer season but 8 were
those who sell the tetra products in winters also.
Q 11 – Why are you not selling the products of verka?
This question reveals reasons for not selling the tetra packs of
verka.
TABLE 5.19- This table shows reasons for not selling the
tetra packs of verka.
Reasons No of
respondents
Awareness 15
Margin 7
Quality 2
Sales promotion
scheme
25
Replacement 13
Figure 5.19– Shows reasons for not selling the tetra packs
of verka.
Retailers
0
5
10
15
20
25
Awareness
Margin
Quality
Sales promotion
Replacement
Interpretation - The purpose of asking this question was to
check why the retailers were not using the selected products of
verka. This question was asked to 62 retailers. Out of 15 was
those who were no awareness, 7 due to margin, and 2 due to
quality, 25 due to sales promotion and 13 due to
replacement.This question was only for those who was not selling
the verka products or Tetra packs of Verka.
Q 12 – Do you have any complaint regarding?
This question reveals complaints of the retailers.
TABLE 5.20- This table shows complaints of the retailers.
Complaints No of respondents Percentage(%)
Quality 0 0
Packing 5 10
Supply 25 50
Taste 5 10
Figure 5.20– Shows complaints of the retailers.
Retailers
0
5
10
15
20
25
Quality
Packing
Supply
Taste
Interpretation - The purpose of asking this question was only to
get the complaints of the retailers nobody had complaints
regarding the quality, 5 retailers having complaints regarding
packing and 5 regarding the taste and the most of the complaints
were regarding the supply.
Findings of the Study
6.1 FINDINGS OF CONSUMER
Based on the detailed analysis and interpretation of the data
collected, this above presents a summary of the research
through the following conclusions related to the area of study: -
In the Gurdaspur city the citizen preferred the products of
the verka. Verka had good brand in the Gurdaspur city.
Other brands like nestle, amul, reliance were lower than the
verka. Consumers prefer verka more than other brands
because it is a local company.
Flavored milk was a used more than flavored lassi, mango
rasilla and kheer. It was consumed by more than 50%
consumers.
Flavored milk and flavored lassi consumers used daily,
weekly and monthly. But the consumers use mango rasilla
and kheer occasionally.
Consumer were satisfied with price, quality, taste,
availability and self-life of product consumers were
dissatisfied with the quantity.
Only some citizens were not use flavored milk and flavored
for the reason of awareness, packing, quantity and
availability. Many citizens were not use mango rasilla and
kheer for the reason of awareness, packing, quantity and
availability and quality.
Consumers had more complaint of quality, packing and
taste.
Consumers more buy the tetra packs verka from outside of
milk plant Gurdaspur.
6.2 FINDINGS OF RETAILERS
Based on the detailed analysis and interpretation done above the
data collected, this chapter presents a summary of the research
through the following conclusions related to the area of study: -
Many retailers sales products from when they open the
shops.
The margin was offered by verka to retailers on the tetra
packs was less than others brands.
More than 45 retailers keep the flavored milk and flavored
lassi of verka. Only 15 retailers keep mango rasilla and only
3 retailers keep the kheer,
Only 42% retailers get the supply in time.
Retailers were satisfied with the flavored milk and flavored
lassi but they were only satisfied with mango rasilla and
kheer.
The sale of tetra packs was more in summer than winter.
The sale of the flavored milk and flavored lassi was very
good. The sale of mango rasilla was so-so and the sale of
kheer was very poor.
The retailers were not keeping the tetra packs of verka for
the mainly reason of supply, replacement and sales
promotion schemas.
Very less no of retailer want to sell the tetra packs
Conclusion
&
Recommendations
7.1 CONCLUSION OF THE STUDY
From the above study it was clear that the in today’s time there is
serve competition in every field and the milk industry is also
facing a lot of competition a we know competitor can pause some
threats to the organization as well as they provide us some
opportunities. An organization can store over its competition
either by enhancing the quality of the products, reducing the
price, heavily spending promotional activities or having a
effective distribution network. In the Gurdaspur city the citizen
prefer the products of the verka. Verka has good brand in the
Gurdaspur city. Other brands like nestle, amul, reliance are lower
than the verka. Consumers prefer verka more than other brands
because it is a local company. Consumer are satisfied with price,
quality, taste, availability and self-life of product. The margin
offered by verka to retailers on the tetra packs is less than others
brands.
7.2 RECOMMENDATIONS OF CONSUMER
The packing, price and quantity of the tetra packs of verka
are less than the amul, nestle.
Citizens have less awareness about the tetra packs of verka.
So the advertisement budget is to increase.
Increase the availability of the tetra packs.
The other products of verka should be fresh and well packed
because the production is daily.
Sales promotion schemes for the consumers should be
making.
7.3RECOMMENDATIONS OF RETAILERS
Supply of the tetra packs is improved. It should be a twice in
the week.
The replacement of the tetra packs is should be made.
The sales promotion schemes should gave to the retailers.
Retailers and citizens have less awareness about the tetra
packs of verka. So the advertisement budget is to increase.
Either increases the quantity or decrease the price it will
increase sale.
REFERENCES
References
Websites
www. Altavista.com
www.dairyindia.com
www.google.com
www.indiandairyassociation.com
www.indiandairy.com
www.milkfed.nic.in
Reference books:
Kothari C.R – Research Methodology
Kotler Philip - Marketing Management
Prasad L.M- Principal & Practice of Management
ANNEXURE
QUESTIONNAIRE
Questionnaire for citizens of ludhiana.
Q1 Do you use the dairy products?
1 Yes ( )
2 No ( )
Q 2 Which Company’s dairy products do you use? Please rank?
1 Verka
2 Nestle
3 Amul
4 Reliance
Q 3 Please tick the name of the products used by you?
1 Flavored milk1 Yes ( ) 2 No ( )
2 Flavored lassi 1 Yes ( ) 2 No ( )
3 Mango Rasilla 1 Yes ( ) 2 No ( )
4 Kheer 1 Yes ( ) 2 No ( )
Q 4 How often Do you use the products of verka? Mentioned
below
Once
in a
week
More than
once in a
week
Once
in a
month
More than
once in a
month
Occa
si -
onall
y
Flavored
milk
Flavored
lassi
Mango
rasilla
Kheer
Q 5 How much quantity do you use approximately in a month?
0-6 6----
12
12---
18
18--
24
24--
30
>30
F milk
F lassi
M
Rassila
Kheer
Q 6 What do you perceive of the verka products?
Excell
ent
Good Average Fair Poor
Price
Quality
Brand
Self life of
product
Availability
Quantify
Taste
Q 7 How much are you satisfied with verka ‘s products
mentioned below?
Very
Satisfied
Satisfie
d
Indiffer
ent
Dissatis
fied
Very
dissatis
fied
Flavored
milk
Flavored
lassi
Mango rasilla
Kheer
Q 8 Do you have any complaint regarding?
Quality Yes ( ) No ( )
Packing Yes ( ) No ( )
Availability Yes ( ) No ( )
Taste Yes ( ) No ( )
Q 9 Any suggestion, if you have?
_____________________________________________________________
_____
_____________________________________________________________
_____
Personal information
Name_______________________Address____________________________
Ph.No. _______________ Thanks for sparing few minutes to fill the
Questionnaire.
Children, Housewife, Young, Elder. Date…/ July. /. 2009
Questionnaire for the retailers.
Q 1 How much old your business mention below?
1 0-----5 ( )
2 5-----10 ( )
3 10----15 ( )
4 15----20 ( )
5 20----25 ( )
6 25----30 ( )
7 =>30 ( )
Q 2 Do you prefer keeping dairy products?
1 Yes ( ) 2 No ( )
Q 3 Do you sell the product of following brands?
1. Nestle
2. Amul
3. Britania
4. Uttam
5. Reliance
6. Milkfood
Q 4 Do you keep the products of verka?
1 Yes ( )
2 No ( )
If no than go to question no.13
If yes continue
Q 5 From how much time you are keeping the dairy products of
verka mention below?
1. 0 - 5 ( )
2. 5 - 10 ( )
3. 10 - 15 ( )
4. 15 - 20 ( )
5. 20 - 25 ( )
6. 25 - 30 ( )
Q 6 Which of these products do you deal in?
1 Flavored milk1 Yes ( ) 2 No ( )
2 Flavored lassi 1 Yes ( ) 2 No ( )
3 Mango Rasilla 1 Yes ( ) 2 No ( )
4 Kheer 1 Yes ( ) 2 No ( )
5 others 1 Yes ( ) 2 No ( )
Q 7 Do you get the supply in time?
1 Yes ( ) 2 No ( )
If no please tell how much time
1 1 - 3Days ( )
2 4-- 6 Days( )
3 7- 9 Days ( )
4 Occasionally ( )
5 Not coming ( )
Q 8 How much you satisfied with verka ‘s products mentioned
below?
Very
Satisfi
ed
Satisfie
d
dissatisfi
ed
Very
dissatisfi
ed
Flavored
milk
Flavored
lassi
Mango rasilla
Kheer
Q 9 How much you are satisfied with verka’s selected products in
the term of following factors:-
Very
Satisfi
ed
Satisfied Indiffere
nt
dissatisfi
ed
Very
dissatisfi
ed
Quality
Margin
Supply
Sales
promotion
Q 10 Please tell the approximate sale of verka’s products
according to the sale?
Sum
mer
High 5 4 3 2 1 low
Winte
r
Not
know
5 4 3 2 1 low
Q 11 Why are you not selling the products of verka?
1 Awareness Yes ( ) No ( )
2 Margin Yes ( ) No ( )
3 Quality Yes ( ) No ( )
4 Sales promotion scheme Yes ( ) No ( )
5 Replacement Yes ( ) No ( )
Q 12 Do you have any complaint regarding?
Quality 1 Yes ( ) 2 No ( )
Packing 1 Yes ( )2 No ( )
Supply 1 Yes ( )2 No ( )
Taste 1 Yes ( )2 No ( )
Q 13 Do you want to become a retailer of verka?
1 Yes ( ) 2 No ( ) If yes than signature and stamp.
Q14 Any suggestion, if you have?
_____________________________________________________________
_____
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_______________
Personal information
Name_______________________Address_____________________________
________
________________Ph.No. _________________________
Date……/June.July. /. 2009
Thanks for sparing few minutes to fill the Questionnaire.
