EXECUTIVE SUMMARY

Set curds and milks are a basic food in many societies where cattle

and other animals form an important part of the agricultural production

system. If you review the history of dairying in most the European and

North American countries, one sees the share of liquid milk and set

curds in the dairy industry changing over of economic and technological

development in their societies.

In developing countries like India depending on the level of the

dairy industry, products range from a few indigenous dairy products and

raw milk to pasteurized liquid milk and set curds and a small proportion

of other “LUXURY” products. Thus liquid milk is still the most

important base f

or developing the dairy industry in developing countries.

India has become the worlds No.1 milk producing country, so it

is also rich in set curds with output in the year 1999-2000 (marketing

year ending March 2000) forecasted at 78 million tonnes. In the India

context of poverty and malnutrition, milk has a special role to play for

its many nutritional advantages as well as providing supplementary

income to some 70 million farmers in over 500,000 remote villages.

After liberalization Indian market is open to wide competition in

both consumer market as well as industrial market. Industrial buying

process is influenced by so many factors. Before purchasing raw

materials they conduct an intense discussion and buying process passes

through different stages and finally adopt suitable one.

Consumers consider many factors like quality service, price

availability of materials etc while purchasing the raw materials.

The main objective of this study is to know the Market

potentiality of Nandini set curds in Bangalore City.

--1

The methodology of this study was collection of data through

structured questionnaire and personal interview with consumer in

various areas of Bangalore city. The sample size was 50 at simple

random sampling method. Then evaluation of collected data is taken

place. Most of the people using ordinary curds and know people buying

set curds because it has good quality and freshness.

This study has that the quality of the set curds should be

improved. A certain amount of rebate is being given to huge buyers of

Nandini set curds. The company should facilitate credit transaction to

customers. The advertisement of Nandini set curds to be expressed

regularly and should be very creative and effective to the fullest extent.

It can be concluded that Nandini is one such a brand, which

has entered the daily life of the customers. It has the monopolistic

market in Nandini set curds and can be utilized fully. BAMUL is one

such organization where, it is striving hard for its customer satisfaction.

This project report at the end gives some suggestion, if adopted can lead

to much higher development in sales.

--2

CHAPTER-1

INTRODUCTION

1.1 INDUSTRY PROFILE

Historical background of the industry:

In Karnataka, on June 4th 1975 four milk unions were started in

Bangalore, Mysore, Tumakur and Hasan. Karnataka Dairy Development

Corporation got Re-named as Karnataka Milk Federation.

In June 1974, an integrated project was launched in Karnataka to

restructure and reconcile the Dairy Industry on the Co-operation

principle and the laid foundation for a new direction in Dairy

Development, the Work Bank aided Dairy Development projects during

in 1975.

Initially the project was covered 8 southern Districts of Karnataka

and Karnataka Dairy Development Corporation was set up to implement

the project. The Multi Level activities were set up with Dairy Co-

operative societies at gross root levels, milk union at the middle level as

an apex body. Vested with Dairy Development activities continued

under operation Flood-11, the activities were extended to cover the

entire state except coastal taluks of Union Karnataka District. The

process of Dairy development was continued in second phase from April

1984, Karnataka milk Federation came in to existence.

--3

Objective:

Karnataka Milk Federation is a Co-operative. Apex body in the

state of Karnataka for representing Dairy Farmers Organization and also

implementing Dairy Development activities with the following

objectives.

• Providing assured and remunerative Market for the entire

Milk Producers.

• Providing Hygienic Milk to Urban Consumers.

• To build village level institution in Co-operation sector to

manage the Dairy activities.

• To ensure Milk Production for self-employment at village

level preventing migration to Urban Areas introducing cash

economy and opportunity for regular Income.

• The philosophy of Dairy Development is to eliminates middle

men and organize institution to be owned and managed by the

milk producers themselves, achieving economics of scale to

ensure maximum return to milk producers at the same time

providing wholesale Milk at lowest possible price to urban

Consumers.

• To eliminate the problems of duplicating and over lapping.

• To expand the market.

The complex network of Co-operative organization should build a

bridge between millions of consumer and Milk producers. On the

other side to achieve a socio economic revolution with in the state.

--4

Management

The management K.M.F is of “pattern, Co-operative activity that is

called as three tyre system.

• Primary level co-operative societies (milk producer’s co-

operatives societies).

• District level milk Union.

• State level Federation.

Market share of nandini milk and milk products:

The market share of Nandini milk and production in the West Bangalore

City is shown as below:

• Nandini Milk …………. 90%

• Private Dairy …………. 10%

Competitors of the Nandini milk

• Good morning

• Heritage

• Dodla

• Arogya

• Gopathi

--5

Perspective plan for 2008:

Karnataka Milk Federation Union and National Dairy Development

Board are formulating the programme to challenges after liberalization

deli censing the Dairy sectors to develop and strengthen Dairy C0-

operative movement in the following areas:

• Quality Assurance Programme

• National information Networking

• Productivity Enhancement

• Co-operative Business.

--6

1.2 COMPANY PROFILE

ORIGIN OF THE ORGANISATION

On January 1st 1958 a pilot scheme under Department of Animal

Husbandry, Government of Karnataka was started to cater Veterinary

Hospitals and Milk process facilities at National Dairy Research

Institute NDRI). In 1962 the Bangalore Milk Supply Scheme came into

existence as an independent body. Bangalore Dairy, a joint venture of

UNICEF, Government of India & Government of Mysore was dedicate

ed to the people of Karnataka on 23rd January 1965 by the then

Hon’ble prime Ministers Late Sri Lal Bahadhur Shastri. Bangalore

Dairy scattering over an area of 52 acres, the Dairy had an initial

capacity to process 50,000 liters of milk per day. This Dairy was

handed over to Karnataka Dairy Development Corporation (KDDC) IN

December 1975 as a part of Rural Milk Scheme of Mysore, Hassan &

Kudige under Operation Flood-II and then t transferred to Karnataka

Milk Federation (KMF) in May 1984 as a successor of KDDC. To cater

to the growing demand for milk by the consumers of Bangalore City, the

capacity was increased to 1.5 lakh liters per day under the Operation

Flood-II during 1981 and later increased to 3.5 lakh liters per day under

Operation Flood/II during 1994.

As per the policies of the National Dairy Development Board

(NDDB), Bangalore Dairy was handed over to Bangalore milk Union

(Bamul) on 1st September 1988. The Union is capable of processing the

entire milk produced, by timely implementation of several infrastructure

projects like commissioning of Mega Dairy, new chilling centers &

renovation of product block.

--7

Bamul has been registered under MMPO by Central Registration

Authority. Today, the Union has become biggest Milk Co-operative

Union in Southern India. Bamul has been certified for ISO 9001-2000

and HACCP (IS-15000) for quality management and Food safety

systems and also got a National Productivity Award Thrice.

Under the World Bank aid, the Karnataka dairy development

corporation came into existence in 1975 and started organizing Amul

Pattern Dairy Co-operatives Societies at the village levels with the

guidance of National Dairy Development Board.

The Bangalore Dairy union initially comprising of Bangalore and

kolar districts was bifurcated into Bangalore urban and rural district co-

operatives milk producers societies union limited on 1-4-87. The

bifurcation was intended to decentralize the activities in the districts.

Bangalore Dairy is owned by a board, which is elected by the co-

operative society. It has an effective manpower force with 1400

employees working there in the organization of which 700 employees

are in production department. The workers enjoy good incentives for

the work done by them.

Main objective of union:

1. Providing assured and remunerative market of all the milk sold

by the farmer members.

2. Providing hygienic milk and milk products to the consumers.

3. Organizing milk co-operative societies at village level and

providing extension service.

4. To ensure the provision of milk production inputs, processing

facilities and dissemination of know-how.

--8

To facilitate rural development by providing opportunities for the self

employment at village level, which will prevent villagers migration to

the urban areas and improve the financial situation of village. To

improve the milk production, the union is providing technical input

services, like

a. Mobile veterinary and emergency s services.

b. Artificial insemination.

c. Fodder development, supply of balanced cattle feed.

d. Training to DCS staff and members. Recently under co-operatives

development program training is being given to all the milk producers in

a phased manners.

Uplift of the backward classes and ST/SC classes by providing

loans for the purchase of milk cows through dairy loan scheme.

Providing power market, with modern facilities for storages and

giving employment by obtaining agencies.

PROGRESS AND ACHIEVEMENT OF THE UNION SINCE ITS

INCEPTION

1. Establishment of the union

Bangalore Co-operative producers’ Societies Union Limited was

established on 16th November 1976.

After the bifurcation of the above Union, into two separate union

for Bangalore Districts (Urban and Rural) and Kolar District, Bangalore

Urban and Rural District Co-operative Milk producers’ Societies Union

Limited (BAMUL) on 23rd March 1987.

--9

Bangalore Dairy was taken over by BAMUL on 1st September 1988.

Bangalore Mega dairy started functioning 17th December

2000.

MMPO-19923 Registration No 42/R.MMPO/93 dated 7th June

1993 renewed on 13th May 1999.

Bangalore Dairy ISO 9001-2000 Certified by SAI Global a

reputed Australian based company on 19th February 2003. Bangalore

Dairy HACCP IS-1 5000 certified by SAI Global a reputed

Australian based company on 19th Feb 2003.

2. Infrastructure at the time of inception & subsequent expansion – year

– wise in terms of the following:

Capacity of the Dairy

i. Milk processing capacity was 60,000Ltrs per day (LPD) at the time of

establishment of the dairy on 23rd January 1956.

ii. Milk processing capacity was expanded to 1.5 lakh LPC on 1st

February 1981.

iii. Milk processing capacity was expanded to 3.5 lakh LPD during

1994.

iv. Milk Condensing plant 3 Metric Tons per d ay.

v. Spray drying plant 5 Metric Tons per day.

vi. Milk Processing capacity of 600,000 Liters per day (LPD) fully

automated Mega Dairy started functioning from 17th December 2000.

vii. Converted the old building as a product Block during 2002.

--10

GROWTH AND PRESENT STATUS OF THE ORGA

NISATION:-

Nandini milk product project was initially a government of India

project established on 1st April 1973 and handed over to the Government

of Karnataka constituted by KDDC (Karnataka Dairy Development

Corporation) during 1978. In the beginning the unit was operating

within the premises of Bangalore dairy.

The aim of the project was to provide protein rich milk

supplement to the weaker section of the society at a low price by using

vegetable protein source to cater this nutritional product to beneficiaries

like pregnant women, hospitalized people and children. The project was

expanded during the year 1980-81 with an enhanced capacity of 1

500 liter per day. Apart from this assistance of Rs. 5.60 lakh was

provided for this project.

Initially the project was catering to the under-nourished children;

pregnant women and feeding mother of the weaker section. The supply

was feeding fro 200 liter per day to 1000 liter per day. However, the

supply in 1991-92 was around 3000 liters per day. At present the

supply is about 33-40 thousands bottles per month and it is seasonal

catering only to the corporation school children.

MILK PROCUREMENT: -

During 2006-07 half year Bamul has procured on averages of

8.29 lakh liters per day (average 535 Lt rs /DCS). During the flush

season procurement has reached to the peak of 8.95 lakh liter per day.

With a motto of “Pure & Fresh Milk from Cow to Consumer” Bamul

has Installed Bulk milk coolers, Automatic Milk Collection Units,

--11

Electronic Weighing Scales to minimize human contract of milk and

transparency at the time of milk collection.

Bamul is offering the most remunerative milk procurement price

to member producers. The operational efficiency is reflected on

procurement prices paid to the member produces. The average milk

procurement price pa id during the year was Rs. 9.31 for every Liter of

Milk supplied to the Union. Milk collected at DC will be transported to

Chilling Centers, though 93 Milk Procurement Routes, by traveling

14,738 km every day. 5 Bulk Milk Cooler (BMC) Routes are also in

operation, which collects milk from 35 BMC centers of 68 DCS directly

transported to Bangalore Dairy through insulated tankers.

BAMUL has 9 taluk under Bangalore rural and 3 taluk under

Bangalore urban districts. During 1987-88 the averages milk

procurement w as 1.87 lakh lpd transported through 35 milk

procurement routes from 510 function DCS. During 1996-97 through

994 societies 3.94 lakh lpd milk has been produced through 64 routes.

All these 994 function societies are running under profit.

VACCINATION PROGRAMME: -

To prevent the contagious F&M disease in milk animals,

regular ‘food and mouth’ vaccination programmed was started as pilot

project by NDDB during the year 1982-83. During this period it was

100% subsidized later on, the union is providing subsidy per dose of

vaccine used. In order the coverage, the dairy co-operative societies are

continuing this vaccination programmed. During 1996-97 the union has

spend an amount of Rs. 18.70 lakhs from its corpus fund.

--12

IN THIS MILLENIUM:-

We want to become not only the largest Union, but also become

one amongst the best-run milk union in the country. The Union is aware

of the challenges of the new private entrants, who are mainly thriving on

unfair trade practices. They procure milk as least cost, without

bothering about the welfare of the producers and without extending any

technical inputs for improving milk production. They market milk by

resorting to unhealthy and unethical practices deceiving the

unsuspecting consumers. The Union wants to counter this in a positive

manner by trying to improve its efficiency of operation and market

promotion. In wants to become well trenched in the market as market

leader. It wants to follow the strategy of cost-competitiveness, which is

hard to match by the competitors.

Day to Day operations:-

Morning distribution: -

Toned Milk 3, 60,000 liters

Full Cream Milk 80,000 liters

Curds 35,000 liters

Evening distribution:-

Toned Milk ----------------- 50,000 liters

Full Cream ----------------- Nil

Curds ----------------------------------------

2000 Kg Number of vehicles for morning

distribution --- 132 Number of vehicles for evening

distribution --- 23 Transportation cost per liter

--13

----------------------- 0.134 Rs Total number of agents

----------------------------- 932 Agents for morning

distribution ----------------- 930

Per capita consumption of milk ------------------- 250ml

PROCESSING OF MILK:-

The raw chilled milk received though h tankers is

pasteurized at the main dairy. Hi-tech machines do pasteurization of

milk. Where milk is passed through hot plates and opposite to it hot

water is passed in opposite way. Just back to the hot plates, by this

process the milk is pasteurized and the same time they checked the

quality of the milk by testing and checking the fat content. They

maintain some percentage e of fat contents for different types of milk

they produces.

--14

1.3 PRODUCT PROFILE

Types of Milk & Milk products marketing by Bamul:

Nandini Toned Milk

Karnataka’s most favorite milk, Nandini Toned Milk,

Fresh and Pure milk containing 3.0% fat and 8.5% SNF. Available in

500ml and 1ltr packs. Better to use within a day from the date of pack.

Nandini Homogenized Toned Milk

Nandini Homogenized Milk is pure milk containing 3%

Fat & 8.5% SNF. This is homogenized and pasteurized. Consistent

right through, it gives you more cups of tea or coffee and is easily

digestible. Available in 500ml packets.

Nandini Full Cream Milk

Nandini Full Cream milk. Containing 6% fat and 9%

SNF. Rich, creamier and tastier milk, Ideal for preparing home-made

sweets & savories. Available in 500ml and 1ltspacks. Apart from the

Milk, the different Milk products are curds; Butter, Ghee, peda,

Sweetened Lassi, Sweetened Curds, Softy Ice Cream, Flavored Milk,

and Spiced Butter Milk are also sold.

Nadndini Ghee

A taste of purity Nandini Ghee made from pure butter. It

is fresh and pure with a delicious flavor. Hygienically manufactured

and packed in a special pack to retain the goodness of pure ghee. Shelf

life of 6 months at ambient temperatures. Available in 200m., 500ml,

1000ml sachets, 5lts tins and 15 kg tins.

--15

Nandini Butter

Rich, smooth and delicious. Nandini Butter is made out of

fresh pasteurized cream. Rich taste, smooth texture and the rich purity

of cow’s milk, makes any preparation a delicious treat. Available in

100gms (salted), 200gms and 500gms cartons both salted and unsalted.

Nandini Buttermilk

Nandini spiced Butter Milk is a refreshing health drink. It

is made from quality curds and is blended with fresh green chillies,

green coriander leaves, asafetida and fresh ginger. Nandini spiced butter

promotes health and easy digestion. It is available in 200ml packs and is

priced at most competitive rates, so that it is affordable to all sections of

people.

Nandini Peda

No matter what you are celebrating made from pure milk,

Nandini Peda is a delicious treat for the family. Store at room

temperature approximately 7 days. Available in 250gms pack

containing 10 pieces each.

CHAPTER – 2

--16

RESEARCH DESIGN

2.1 Theoretical Background of the study.

Introduction to marketing

Marketing is the performance of business activities that direct

the flow of goods and services from the producer to customer.

-American Marketing Association

Many organizations have involved in marketing activities to

satisfy the needs and wants of a group of customers. Now a days

marketing is not considered as a mere physical process or set of

activities connected with the exchange of goods. It is regarded as a

philosophy of business. It is concerned with creation of customers.

It includes all those activities connected with identifying the need

of the consumable and then, organizing the according to meet the needs

of the consumers.

Importance of marketinganagement:

• Marketing management is the most important function in the

business organization.

• It looks after the marketing system of the firm

• It plans the develops the product on the basis of know

demand.

• It has to prepare appropriate marketing plans or marketing

mix to achieve the business goals.

--17

Function of marketing management

The function of marketing management is summarized as follows:

• Determination of marketing goals

• Formulation marketing plans, procedures, policies etc

• Designing marketing strategies and marketing mix

• Planning marketing programmers

Marketing is a comprehensive term and it includes all resource and a set

of activities necessary to direct and facilities the flow of goods and

services from producer to consumer in the process of distribution.

Business man regards marketing as a management function to plan,

promote and deliver products to the clients or customers. Human efforts

finance and management constitute the primary resources in marketing.

Main view point’s management is as follows:

• Analyzing, planning, implantation and Control programs.

• Mutual and personal gain

• Achieving effective response.

Modern marketing concept:

The marketing concepts evolved over a century starting from on

set of industrial revolution, production concept and selling concept,

social marketing concept right up to date.

Consumer

--18

The term “consumer” refers to a person who buys goods or

services for his personal or household use and not resale. Consumer

behavior is the process whereby individual decide, what, when, where,

how and whom to purchase goods and services”

Consumer behavior has been gaining importance since 1960. the

growth of consumerism and enactment of consumer legislations

emphasizes the importance of consumer behavior study. Today the

consumer behavior is the central topic in modern marketing. Since the

ultimate aim of marketing is consumer satisfaction and profit earning.

Importance

In olden days marketing was seller oriented and there was seller

market. The consumer had to purchase whatever was offered to him.

They had no choice. So the study of consumer behavior was not

important to marketers. Now things have changed modern marketing has

become consumer oriented and there is a buyer market. If the choices,

performance, tastes and attitudes of the consumer are neglected.

No marketing efforts can be successful. Therefore the study of

consumer behavior is very much essential success in business.

The study of consumer behavior is important for the following

purposes:

--19

• Production policies

• Price policies

• Distribution policies

• Sales promotion policies exploiting marketing opportunities

Plan for customer service:

• Understand customer expectations

• Establish customer priority

• Define service goals

• Get external commitment from top to bottom

• Establish service infrastructure

• Develop employee through training and compensations

• Measure customer satisfaction

• Set customer expectation

• Search for complainers.

Factors influencing consumer behavior:

Consumers do not make purchase decision simply. Their buying

behavior is influenced by culture, social, personal, and psychological

determinants or factors. All these factors are controllable and beyond the

hands of a marketer. They are considered in understanding buyer

behavior.

Determinants of consumer behavior:

--20

The “satisfaction of the customer “can be easily canalized

studying the behavior of the customers. Customer Behavior can be said

to be the study of how individuals make decision on how spend their

available resources (time, money and effort) on the various consumption

related items. This simple definition of customer behavior tells

marketers to resolve every activity around the ultimate customer and

gauge their behavior.

The behavior of the customer helps the marketing to study, what

factors influence the decision making process of the customers. The

decision making process identifies the number of people who are

involved in this process and ascribe a role of them.

All the firms have started considering “COSTUMER AS THE

KING “or “QUEEN”. The market place is flooded with many new

players including the host of MNC’s resulting is available of more

--

Cultural factorsReligion, caste, beliefs

Social factorsSocial classes

Personal factorsAge, gender, income, education, occupation

Psychological factorsPersonality, learning, perception, attitude

21

number of brands in every segment of the market. On account of this

customer stated being choosy about what to buy.

2.2 Title of the study:

The title of the study is to understand “the market potentiality of

Nandini set curds”.

2.3 Statement of the Problem:

The topic selected for the study is to know the market potentiality

of Nandini set curds. And also in order to obtain response from the users

to identify the impact created by the marketer in BAMUL.

Now days in the market we can find number of entrants into the

industry, hence the brand loyalty in this is lacking. Therefore BAMUL

being a govt sector as undertaken the study on market potential of the

set curds to know whether the potentiality is satisfactory or not.

2.4 Objectives of the Study.

--22

The Study covers the following:

1) To study the market potentiality of Nandini set curds.

2) In order to identify the improvements in the marketing activities

conducted in BAMUL.

3) To identify the techniques used to improve the set curds in the

Market.

4) To identify the level of awareness about the set curds.

2.5 design of the study

a) Type of Research:

The type of research used in this study is exploratory research.

b) Method of Research:

The collection of primary data through the use of

questionnaire and secondary data through h the use of discussions,

interactions with the concerned persons who are trying to promote the

set curds.

c) Sampling Used:

The sampling used for the study is respondents situated in

different locations at Bangalore City mainly in apartments.

d) Sample Size:

The respondents used for survey and for certain

conclusion, we used 50 respondents spread over Bangalore City. Even

though the sample size is very less, but the feed back given by they can

be extended for larger survey.

--23

e) Tools Used:

For conducting a survey study is structured questionnaire

is used, which consists of the questions with well designed manner. A

few questions have possible answer and some other questions have

options in order to express their view. In additions to this interviews

have also been adopted for data collection from the concerned person in

the company.

f) Collection of data:

Survey has been done in data collection from the

respondents. Data collection also been made from marketing

department with regard to advertising, publicity, sales promotion, export

and import. Company profile has been collected from booklet given by

the Company.

g) Method of Analysis:

From the above data we can analyses by the use of graphs

for each question. The analysis also include that the respondents feed

back have been included in findings chapter-7. The analysis also

include that the company must improve by further creating interesting

advertisement in T.V., Radio, Newspapers.

2.6 Scope of the Study:

The study covers that the company is going to improve the

present products. The marketing department has a challenging task to

attract the customers towards their products. The scope of the study also

--24

includes that further improvements as expressed by the consumer

through the survey.

2.7 Limitation of the Study:

1) Survey covers feed back from users and non users of set curds.

2) The study is done on survey method and suffers from this method.

3) The non users although they know the product but still they are not

buying the products because of non proper packing.

4) Time is the major constraint

5) Some respondents did not co-operate

6) Many respondents did not provide proper information due to bias

Because of these limitations, it may not be possible to draw any

major conclusions. However the conclusion that is drawn in this study

can be considered as indicative or suggestive in nature.

Basic Assumptions:

Through the survey the assumptions made include that the

respondents have given f rank opinion to various questions. That means

they are well aware of the products and also their feed back are accurate.

The company must give importance to the suggestions made by the

customers and will implement them to enlarge their marketing activity.

Market Potential

A market potential is an estimate of the maximum possible

sales opportunities present in a particular market segment and open to

all sellers of a goods and service during a stated period.

--25

This study finds that the BAMUL has many sales

opportunities present in market to expand its business and increase its

sale of Nandini set curds so that it can make more profits. It can be

concluded that Nandini is one such a brand, which has entered the daily

life of the customer. It has the monopolistic market in Nandini set curds

and can be utilized fully. BAMUL is one such organization where, it is

striving hard for its customer satisfaction.

The key success factor of BAMUL in becoming a market leader

is the

Narrow price spread maintained between purchase & sales, marketing

higher volumes of Nandini set curds. The volume of sales plays a

critical role in determining costs. Hence, the market strategy of

Bangalore milk Union is to regard selling of market set curds as its core

marketing.

Although BAMUL sets high standards for its products and

customer serve, its prior reliance on manual operations made it

impossible to keep with surging demand. In designing mega dairy,

BAMUL looked towards an automated system that would allow it to

achieve consistent quality parameters for each product. Energy and

manpower would also be more effectively optimized and controlled and

all plant equipment would be integrated. In addition, employees would

be trained in how to use the new automated systems and valuable

management information would be collected at the main server and used

for marketing and evaluations.

Nandini set curds quality is immediately checked for quality

parameters upon arrival at the plant’s main gate. From this point

onward, each operation is automated with controls for chilling, milk

--26

pasteurization, standardization and cleaning-in-place (CIP). The system

also gathers and distributes data for production, quality and energy

management. At the heart of the system is a reputed Allen-Bradley PLC-

5/80C platform, which communicates to analog and digital I/O on

control Net a producer-consumer communication network. Customers

are also seeking significant benefits. Milk now reaches market faster, at

a better quality and with a longer shelf life.

CHAPTER-3

ANALYSIS AND INTERPRETATION OF DATA

--27

TABLE-1

AGE OF THE RESPONDENTS

An effort was made to know the age of the respondents. The

following table highlights the above facts.

SL NO AGE No OF RESPONSE PERSENTAGE

1 BELOW 15 8 16%

2 15-25 15 30%

3 25-35 14 28%

4 ABOVE&35 13 26%

TOTAL 50 100%

Data analysis:

The above table shows that 16% respondents are below 15 years

of age. 30% respondents are between 15-25 years of age and 28%

respondents are between 25-35 years of age. 26% respondents above 35

year age For better understanding the table is represented in the form of

a graph in figure.

GRAPH-1

--28

0

2

4

6

8

10

12

14

16

BELOW 15 15-25 25-35 ABOVE&35

Series1

Series2

Inference:

The above graph indicates that majority of the respondents

were middle age group and most of them were working employees they

prefer Nandini set curds because of its easy availability and better

quality.

TABLE-2

Table showing gender of the respondents

--29

SL NO GENDERNO OF

RESPONDENTSPERCENTAGE

1 Male 40 80%

2 Female 10 20%

TOTAL 50 100%

Data analysis:

The above table shows that 20% respondents are female and 80%

respondents are male. For better understanding the table is represented

in the form of a graph in figure.

Graph-2

--30

Inference:

Majority of the respondent’s are male. So the company

should target male respondents for their set curds.

--31

0

5

10

15

20

25

30

35

40

1 2

Male

Female

TABLE – 3: Analysis regarding the occupation of the respondents

Nature of workNo of

RespondentsPercentage

Students 07 14%

Employees 08 16%

Business 28 56%

Others 7 14%

Total 50 100%

Analysis

The table 3 presents the no of respondent’s nature of work. It is evident

from table 2 that 14% of respondents are in student, 16% of respondents are

Govt employees and 56% and 14% are in business and other occupation

respectively.

GRAPH-3

--32

0

5

10

15

20

25

30

Students employees Business Others

Series2

Series1

Inference:

Majority of the respondents were business people and these respondents

are more concerned with the quality of the nandini set curds. Many of

govt employees prefer nandini set curds because of its good brand name

in market.

TABLE-4

Table showing how many people like nandini set curds

--33

SL NO RESPONSENO OF

RESPONDENTSPERCENTAGE

1 LIKE 45 90%

2 DIS LIKE 05 10%

TOTAL 50 100%

Analysis

The table 4 presents the how many respondent’s like or dislike nandini set

curds and 90% of respondent’s like nandini set curds and only 10%

respondent’s dislike nandini set curds

GRAPH-4

--34

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1 2

DIS LIKE

LIKE

Inference: The majority of the respondents like nandini set curds and few

respondents dislike nandini set curds. These figures say most of the people

like nandini set curds

TABLE-5

Table showing when the respondents buy the set curds

--35

SL NO Particulars no of respondents Percentage

1 Morning 25 50%

2 After noon 15 30%

3 Evening 10 20%

TOTAL 50 100%

Analysis:-

The above table shows when the respondents buy the set curds.

From the above table it shows more number of respondents buy set

curds in the morning. And 32% of respondents buy the milk in the after

noon and 32% of respondents buy the set curds in the evening.

Graph 5

--36

0

5

10

15

20

25

Morning After noon Evening

Series1

Series2

Inference: The majority of the respondents buy the set curds in the

morning because of their needs and freshness of set curd and most

of the respondents are working employees they have to go to their

jobs early in morning so they will prefer to buy the set curd in the

morning.

TABLE-6

--37

Table showing how many grams cup Nandini set curds

respondents buy every day

SL NO Particularsno of

respondents%

1 200gm cups 22 44%

2 400gm cups 28 56%

Data analysis:-

The above graph shows that 44% of respondents buy 200 gm

cups set curds, 56% of respondents buy 400 gm cups set curds.

Graph 6

--38

Inference: The majority of the respondents buy 400gm cups every

day because Nandini set curds are nonperishable they can store it

for longer time.

TABLE-7

--39

0

5

10

15

20

25

30

200gm cups 400gm cups

Series1

Series2

Table showing by whom they aware of NANDINI set curds

SL NO Particulars no of respondents %

1 ADVERTISEMENT 21 42%

2 FRIENDS 10 20%

3 FAMILY 0 0%

4 RETAILERS 19 38%

TOTAL 50 100%

Data analysis:-

Of the 50 respondents 42% got awareness of Nandini by

advertisement, 38% of the respondents were cause to know about

Nandini set curds through Retailers and 20% were from friends

GRAPH-7

--40

Inference: -

Both advertisements and agents played equal role in achieving

the brand awareness of Nandini.

TABLE-8

Table showing how respondents feel about Nandini milk and

milk products.

--41

0

5

10

15

20

25

ADVAT FRIENDS FAMILY RETAILERS

Series1

Series2

OptionsNo of

respondentsPercentage

Excellent 25 50%

Good 08 24%

Satisfactory 12 18%

Poor 06 10%

Total 50 100%

Analysis

The above table shows perception of respondents. 50% of respondents

feel it is excellent and 24% feel it is good and 16% and 12% of respondents

feel it is satisfactory and poor respectively

Graph 8

--42

0

5

10

15

20

25

Excellent Good Satisfactory Poor

Series1

Series2

Inference: -

The number of respondents rated the Nandini set curd is good

and excellent because of its freshness, vitamin content and quality. Very

few of them feel that it is satisfactory so that the BAMUL should look

out these groups with a suitable strategy.

--43

TABLE-9

Table Showing Major Factor consider by the Respondents

while Purchasing Nandini set curds

SL NO FACTOR no of respondents %

1 QUALITY 40 80

2 PRICE 2 4

3 AVAILABILITY 0 0

4 SERVICE 8 16

TOTAL 50 100

Analysis: - about 80% of the 50 respondents said that they gave major

importance to quality while buying Nandini Products and 4% price

considered the most, 16% considered service given to them.

--44

GRAPH-9

Inference: -

Most of the respondents feel that quality has to be above par

while buying Nandini set curds. Compared to any other factor including

price and service.

--45

0

10

20

30

40

50

60

70

80

90

QUALITY PRICE AVAILABILITY SERVICE

Series1

Series2

TABLE-10

Table showing from where do the respondents were purchase

Nandini Products

SL NO PARTICULARS no of respondents %

1 AGENTS 19 38%

2 DEALERS 11 22%

3 OPEN MARKET 20 40%

4 OTHERS 0 0%

TOTAL 50 100%

Analysis: -

40% of the 50 respondents said that they buy Nandini set

curds from the open market itself whereas 19% of the respondents

bought them by the agents. 22% of the respondents bought them by

dealers

--46

GRAPH-10

Inference: -

Open market and agent played dominant role in the distribution

and sales of Nandini set curds

--47

0

2

4

6

8

10

12

14

16

18

20

AGENTS DEALERS OPENMARKET

OTHERS

Series1

Series2

TABLE-11

Table showing the mode of payment

SL NO MODE OF PAYEMENT no of respondents %

1 CASH&CARRY 50 100

2 WEEKLY BILLING 0 0

3 MONTHLY BILLING 0 0

4 OTHERS 0 0

TOTAL 50 100

Analysis: -

All the 50 respondents carry out their transaction in cash and

carry basis.

--48

GRAPH-11

Inference: -

As the milk company’s do not support any other mode of

payments, so the respondents will have to pay only cash on the spot for

the purchase of milk, either it may be from the agent or from the open

market or from the dealer.

--49

0

20

40

60

80

100

120

140

160

CASH&CARRY MONTHLYBILLING

Series2

Series1

TABLE-12

Table showing the factors that satisfies Nandini set curds

SL NO PARTICULARS no of respondents %

1 QUALITY 40 80

2 PRICE 5 10

3 SERVICE 5 10

4 Other 0 0

TOTAL 50 100

Analysis: -

80% of 50 respondents were satisfied with quality of Nandini set

curds and 10% of respondents were satisfied with service and 10% were

satisfied with price.

--50

GRAPH-12

Inference: - Quality is most considerable factor by the respondents.

--51

0

10

20

30

40

50

60

70

80

QUALITY PRICE SERVICE Other

Series1

Series2

Table-13

Table showing opinion of respondents about the price of

Nandini set curds

SL

NOPARTICULARS no of respondents %

1 Reasonable 34 68%

2 Costly 16 32%

TOTAL 50 100%

Analysis: -

68% of 50 respondents said that the price of Nandini se curds is

reasonable and 32% of them said that it is costly.

--52

GRAPH-13

Inference:

Most of respondents feel that prices are reasonable, comparing

other company set curd

.

--53

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1 2

Costly

Reasonable

TABLE-14

Table showing whether respondents were satisfied with

advertisement of Nandini set curds

SL NO PARTICULARS NO OF

RESPONDENTS

%

1 SATISFIED 20 40%

2 UNSATISFIED 30 60%

TOTAL 50 100%

Analysis:-

The above table depicts that only 40% of the 50 respondents said

they were satisfied with advertisement of Nandini set curds and 6o%

were unsatisfied.

--54

Graph 14

Graph showing whether respondents were satisfied with

Nandini set curds

Inference:

As most number of respondents was unsatisfied with

advertisement of Nandini set curds. So there is an urgent need for a

proper promotional activity is carried down to satisfy the customers.

--55

0

5

10

15

20

25

30

SATISFIED UNSATISFIED

Series1

Series2

CHAPTER-4

SUMMARY OF FINDINGS

The following finding drawn by the respondents in Bangalore City.

1) The age group of respondents was seen to be, below 15 years,

16% of respondents, 15-25 years, 30% of respondents, and 25-35

28% of respondents, above 35 years, 26% of respondents

2) The occupation of the respondents was seen to be as 24%

respondents in students; 16% were in government employees,

56% were in business, 14% were in other sectors.

3) The classification of respondents were as follows:

Male-80% respondents

Female-20% respondents

4) The brand name Nandini has awareness to the fullest extent and

all the respondents knew very well about it. As it was the oldest

brand of milk and ghee available in Karnataka, all these

respondents know about it through advertisement and through the

retailer.

5) Most of the respondents were buying set curds through open

markets only a very few percentage of respondents bought them

from retailers. Open market play a dominant role when it comes

to distribution and sales of set curds and they are major

influences in the buying of a particular brand of set curds. That

is what has been portrayed in this study.

6. Almost every respondent’s deals through cash and carry mode of

payment with the sellers. This is because of none of the

companies in the market do not support any credit transactions.

--56

7. About 40% of the respondents were satisfied with the

advertisement released by BAMUL about NANDINI brand. This

means that the advertisement effectiveness is only 40% but has a

100% reach.

8. Nandini is seen to b e a very eminent brand since all the 100% of

respondents haves given a positive response regarding its

awareness.

9. 3/4th of the respondents said that quality of NANDINI products is

the thing that they admit the most and few others said that they

admired competitive price of nandini. While some of others also

admired its availability and its agent’s service. This means that

NANDINI has maintained its quality since it inception 37 years

age.

10. Recommendations for improvements of Nandini set curds are

seen as follows:

1. Improvement in availability.

2. Improvement in service.

3. Improvement in packaging.

11. The respondents were using more of NANDINI set curds when

compared to any others products.

12. Most of the respondents were using 200gm nandini set curds.

--57

CHAPTER – 5

SUGGESTIONS AND RECOMENDATION

Quality, this word has been very well kept up by BAMUL all

these have done a great job by maintaining quality which has

helped them to build a strong brand name called NANDINI. But

there were a very few complaints from some of the respondents

about its packaging so the standards of the set curds has to be

increased and thereby satisfying even those small no of

unsatisfied respondents.

There were complaints regarding quantity of ghee as there was

sometimes increase or reduction in the quantity. So company has

to take proper measures.

The company BAMUL needs to have at its pricing strategy. To

make it much more competitive with any other brands the

company should make a certain arrangement so that the certain

percentage of rebate is given to the customer who buys in huge

quantities. This one will make the customers to stick on to the

NANDINI brand itself.

The agents of NANDINI are playing a dominate role in bringing

nandini products and set curds to the respondents and there by

being significant I bringing sales and even in building a huge

brand in Karnataka called NANDINI so considerable amount of

interest should also be shown towards these agents.

The company should also look in to consumer’s relationship

management. A growing trend by which the company can

succeed in winning customers confidence and satisfaction.

--58

The company needs to have a constant touch and communication

with the consumers and continuously needs. To get feedback

from them and make necessary arrangements and corrections to

cater the needs of customers.

In many areas there are no Nandini parlors, or dairy. Counters

etc., it is better to open the counters or parlors, in order to provide

set curds to the consumers to provide for availability of Nandini

products, in all areas.

The BAMUL must undertake the promotional activities like

advertisement of its products, so that the customers are made

aware of set curds, and develop an interest about Nandini set

curds.

The BAMUL must take interest about packaging, because many

respondent not satisfying of set curds packaging.

--59

Conclusion

The future of any business is tense. The future cannot be

predicated; all you can do is that systematically predict about it. There

are professional practitioners who look ahead to the longer term and

who believe that this skill can be achieved. By looking ahead,

confronting the future and watching the trends unfold, the world

becomes less random, patterns emerge, new threats are foreseen and

avoided and new opportunities are identified and exploited. This study

was done to analyze the consumer behavior towards the Nandini set

curds in Bangalore City. Primary and secondary data collected were

analyzed in the light of objectives set for the study from the survey

reports; it was found that Nandini set curds was being rated the best with

regard to the satisfactory levels among the customers.

It can be concluded that Nandini is one such brand which

has entered the daily life of the consumers. It has the monopolistic

market in Nandini set curds and can be utilized fully BAMUL is one

such organization where it is striving hard for its customer satisfaction.

The taste and quality of the Nandini set curds and milk products is an

important aspect, which has to be improved and this should be made

known to the consumer through advertisements.

--60

QUESTIONNAIRE

Dear sir/madam

I am LOKESH K S doing 4th sem M.B.A in Dr. Ambedkar Institute

Of Technology, Bangalore. To under go the project work on “A

STUDY ON MARKET POTENTIALITY OF NANDINI SET

CURDS IN BANGALORE CITY”. Hence please kindly cooperate

by providing valuable information by filling up the following

questionnaire.

1) Name :

2) Age : a) 20-25 [ ] b)25-30

[ ] c)above 30 [

]

3) Gender : a) male [ ] b)female

[ ]

4) Address :

---------------------------------------------------------------

-------------------------------------------------------------

5) Phone no : --------------------------------------------------------------

--61

6) Occupation : Student [ ] Employees

[ ]

Business [ ] Others

[ ]

7) When do you buy Nandini set curds?

Morning [ ] After noon

[ ] Evening [

]

8) How many grams cup Nandini set curds respondents buy every

day?

200gm cups [ ] 400gm cups

[ ]

9) Are you aware of Nandini set curds?

----------------------------------------------------------------

----------

10) If yes from whom?

Advertisement [ ] Friends

[ ] Family [

--62

] Retailers [

]

11) How do you feel about the Nandini set curds?

Excellent [ ] Good

[ ] Satisfactory [

] Poor[ ]

12) Which factor you consider while purchasing Nandini set curds?

Quality [

] Price [

] Service [

] others [

]

13) Where do you purchase Nandini set curds?

Agents [ ] Dealers

[ ]

Open market [ ] others

[ ]

14) What is mode of payment for Nandini set curds?

Cash & carry [ ] Weekly billing

[ ]

--63

Monthly billing [ ] others

[ ]

15) Which are the factors you are satisfied with Nandini set curds?

Price [ ] Quality

[ ] Service [

] Availability [

]

16) What is your opinion about price of Nandini set curds?

Reasonable [ ] Costly

[ ]

18) Are you satisfied with advertisement given by Nandini set curd?

Yes [ ] No

[ ]

19) Are there any suggestion improve sales of Nandini set curds?

----------------------------------------------------------------

---------- ----------------------------------------------------------------

--64

---------- ----------------------------------------------------------------

----------

--65