Verka Project Final

8/17/2019 Verka Project Final

http://slidepdf.com/reader/full/verka-project-final 1/69

CHAPTER 1

Introduction To

TheOrganization

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INTRODUCTION TO VERKA

THE PUNJAB STATE COOPERATIVE MILK PRODUCERS

FEDRATION LIMITED; The Punjab State Coo!e"at#$e M#%& P"o'u(e")*

Fe'e"at#on L#+#te' ,MILKFED- .a) e)tab%#)he' the #n /012 b3 Punjab D#a"3

De$e%o!+ent (oo!e"at#on un'e" the Punjab Sate Coo!e"at#$e A(t4 /051 to

)a6e7ua"' (o++e"(#a% #nte"e)t o6 +#%& !"o'u(e") 6a"+e") to )a$e the+ 6"o+

e8!%o#tat#on o6 +#''%e+an4 .#th the#" !a"t#(#!at#on #n #t) +ana7e+ent an' to

!"o$#'e 9ua%#t3 +#%& an' +#%& !"o'u(t) to (on)u+e") at (o+!et#t#$e "ate):

F#")t4 to (a""3 a(t#$#t#e) 6o" !"o+ot#n7 !"o'u(t#on4 !"o(u"e+ent an'

!"o(e))#n7 o6 +#%& 6o" the e(ono+#( 'e$e%o!+ent o6 +#%& !"o'u(e") b3

!"o$#'#n7 "e+une"at#$e +#%& +a"&et to the+ at the#" 'oo" )te!: Se(on'4 !"o$#'e

9ua%#t3 +#%& an' +#%& !"o'u(t) to (on)u+e") at "ea)onab%e "ate):

A%thou7h the 6e'e"at#on .a) "e7#)te"e' +u(h ea"%#e"4 but #t (a+e to "ea%

)e%6 #n the 3ea" /02 .hen a%% the +#%& !%ant) Punjab Da#"3 De$e%o!+ent

(o"!o"at#on L#+#te' .e"e han'e' o$e" to (oo!e"at#$e )e(to" an' the ent#"e State

.a) (o$e"e' un'e" o!e"at#on Foo' !"o7"a++e to 7#$e 6a"+e") to a bette" 'ea%

an' ou" $a%ue' (u)to+e") bette" !"o'u(t): To'a34 .hen .e %oo& ba(&4 Ve"&a ha)

6u%6#%%e' the !"o+#)e to 7"eat e8tent: The )etu! o6 the o"7an#<at#on #) a th"ee t#e"

)3)te+4 M#%& P"o'u(e") Coo!e"at#$e So(#et#e) at the $#%%a7e %e$e%4 M#%& Un#on at

D#)t"#(t %e$e% an' M#%& Fe'e"at#on a) an a!e8 bo'3 at a State %e$e%:

M#%& !"o'u(t#on #) a $e"3 #+!o"tant !a"t o6 a7"#(u%tu"a% e(ono+3 #n the

State o6 Punjab: Punjab #) one o6 )+a%%e)t )tate #n In'#an Un#on .#th a tota% a"ea

o6 =>425? S9: &+: Da#"3 Fa"+#n7 #) an o%' )ub)#'#a"3 !"o6e))#on #n the "u"a%

a"ea o6 Punjab: Punjab #) the )e(on' %a"7e)t +#%& !"o'u(#n7 )tate #n In'#a4

!"o'u(#n7 /> @ o6 (ount"3*) +#%&:

Some act! a"out Ver#a$%

/: F#")t M#%& P%ant o6 the State .a) )etu! at Ve"&a nea" A+"#t)a":

?: The b"an' na+e o6 M#%& an' M#%& P"o'u(t) .a) a'o!te' a) Ve"&a:

2: The Foun'at#on )tone o6 M#%& P%ant Lu'h#ana .a) %a#' b3 Hon: S: Pa"&a)h

S#n7h Ba'a% the CM o6 Punjab #n /01>:

4. Co++#))#on#n7 o6 the P%ant .a) 'one b3 Da#"3 De$e%o!+ent Co"!o"at#on #n

/01:

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HISTOR&

The Punjab State Ve"&a M#%& P"o'u(e")* Fe'e"at#on %#+#te' !o!u%a"%3

&no.n a) MILKFED Punjab (a+e #nto e8#)ten(e #n /012 .#th a t.#n

obje(t#$e

• To !"o$#'#n7 "e+une"at#$e +#%& +a"&et to the M#%& P"o'u(e") #n the

State b3 $a%ue a''#t#on an' +a"&et#n7 o6 !"o'u(e on one han' an'

• To !"o$#'e te(hn#(a% #n!ut) to the +#%& !"o'u(e") 6o" enhan(e+ent o6

+#%& !"o'u(t#on on the othe" han':

A%thou7h the 6e'e"at#on .a) "e7#)te"e' +u(h ea"%#e"4 but #t (a+e to "ea%

)e%6 #n the 3ea" /02 .hen a%% the +#%& !%ant) o6 the e")t.h#%e Punjab Da#"3De$e%o!+ent Co"!o"at#on L#+#te' .e"e han'e' o$e" to Coo!e"at#$e )e(to" an'

the ent#"e State .a) (o$e"e' un'e" O!e"at#on F%oo' to 7#$e the 6a"+e") a bette"

'ea% an' ou" $a%ue' (u)to+e") bette" !"o'u(t): To'a34 .hen .e %oo& ba(&4 .e

th#n& .e ha$e 6u%6#%%e' the !"o+#)e to )o+e e8tent: The )etu! o6 the

o"7an#<at#on #) a th"eet#e" )3)te+4 M#%& P"o'u(e") Coo!e"at#$e So(#et#e) at the

$#%%a7e %e$e%4 M#%& Un#on) at D#)t"#(t %e$e% an' Fe'e"at#on a) an A!e8 Bo'3

at State %e$e%: MILKFED Punjab ha) (ont#nuou)%3 a'$an(e' to.a"') #t) (o$ete'

obje(t#$e) .e%% 'e6#ne' #n #t) b3%a.):

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http://milkfed.nic.in/mfed.htm






Name and 'ocation o grou( com(anie! ) (roduct!

manuacture*oered "+ ,ARK-ED$%

M#%&6e' ha) a )t"on7 $a%ue a''#t#on ba)e a''#t#on ba)e thou7h #t) /?

D#)t"#(t (oo!e"at#$e +#%& !"o'u(e"*) un#on) an' > (h#%%#n7 (ente") (a!a(#t3 o6

about /= La( %#te") !e" 'a34 a%% o6 .ho+ ha$e atta#ne' )e%6 )u66#(#en(3 o" a"e on

the th"e)ho%' o6 atta#n#n7 #t:

1. /urda!(ur

0. Amrit!ar

. Ho!hiar(ur

2. 3a'andhar

4. Ro(ar

5. 6udhiana

7. 8athinda

9. Sangrur

9. Patia'a

:. -iroz(ur

1;. -arid#ot

11. 8a!!i Pathana

10. ,oha'i

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,ISSION< O83ECTIVE< =UA6IT& PO6IC& AND

CORE VA6UES

,i!!ion$%

To be(o+e the +a"&et %ea'e" #n +a"&et o6 +#%& an' +#%&

!"o'u(t):

O">ecti?e$%

D#"e(t a!!"oa(h to (on)u+e" an' !"o'u(e" an' to a$o#'

+#''%e+an: ,B3 the 6a"+e")4 o6 the 6a"+e") an' 6o" the 6a"+e")*

o"7an#<at#on:-

=ua'it+ Po'ic+$%

On the ba)#) o6 9ua%#t3 .#th e66#(#ent a'+#n#)t"at#on4 MILKFED ha) not

on%3 e)tab%#)he' ne. +#%e )tone o6 !"o$#'#n7 )e"$#(e) to Da#"3 6a"+e") but

)(a%e' ne. he#7ht) #n 'e%#7ht#n7 e)tee+e' (u)to+e") a%)o: Th#) ha) "e)u%te' #nto

t"e+en'ou) a(h#e$e+ent) #n a%% 6#e%'):

Core Va'ue!$%

• Se%%#n7 the h#7he)t 9ua%#t3 natu"a% an' o"7an#( !"o'u(t) a$a#%ab%e

• Sat#)63#n7 an' 'e%#7ht#n7 ou" (u)to+e")

• Su!!o"t#n7 tea+ +e+be" ha!!#ne)) an' e8(e%%en(e

• C"eat#n7 .ea%th th"ou7h !"o6#t) 7"o.th

• Ca"#n7 about ou" (o++un#t#e) ou" en$#"on+ent

• C"eat#n7 on7o#n7 .#n.#n !a"tne")h#!) .#th ou" )u!!%#e")

• P"o+ot#n7 the hea%th o6 ou" )ta&eho%'e") th"ou7h hea%th3 eat#n7

e'u(at#on:

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http://www.wholefoodsmarket.com/company/corevalues.php#selling

http://www.wholefoodsmarket.com/company/corevalues.php#satisfying

http://www.wholefoodsmarket.com/company/corevalues.php#supporting

http://www.wholefoodsmarket.com/company/corevalues.php#creating

http://www.wholefoodsmarket.com/company/corevalues.php#caring

http://www.wholefoodsmarket.com/company/corevalues.php#suppliers


http://www.wholefoodsmarket.com/company/corevalues.php#selling

http://www.wholefoodsmarket.com/company/corevalues.php#satisfying

http://www.wholefoodsmarket.com/company/corevalues.php#supporting

http://www.wholefoodsmarket.com/company/corevalues.php#creating

http://www.wholefoodsmarket.com/company/corevalues.php#caring

http://www.wholefoodsmarket.com/company/corevalues.php#suppliers



PRODUCTION RESU6TS O- PREVIOUS &EARS

NA,E O- THE

PRODUCT

0;;5%;7@in

,.T

0;;7%;9@in

,.T

0;;9%;:@in ,.T

hee 2=5:1?0 /?:022 =>=:0>

Butte" />:==> ?0/:/02 2:50

MP 2?:>1> /0=:?>= =:>=

SMP ?=:2=> >?:/1= =2:01

Chee)e 0?:?0> =:52 //>:?

Cu"' 502:5?> 1?1:= >1:2

Kaju P#nn# ==0:>> /2?0:> /15:>>

L#9u#' La))# />000/0= //?1>011 /?0501

La))# /1:/0 ?/25:> /2222:>

Khee" /?5?:> ?11>:> =/:>

Tota' Ca(acit+

Uti'ized

4;.9@B 40.9@B 49.77@B

TURNOVER$%

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The annua% tu"no$e" o6 M#%&6e' .h#(h .a) R):== ("o"e) #n the 3ea" ?>>2>

ha) h#t the %e$e% o6 R):1?= ("o"e) #n the 3ea" ?>>5>1:

E=UIT& PARTICIPATION$%

The !a#'u! e9u#t3 o6 M#%&6e' a) on 2/:2:?>>1 .a) to the tune o6 R):1:/=

("o"e) .h#(h (o+!"#)e) o6 R):?0:>? ("o"e) 6"o+ the (oo!e"at#$e +e+be") an'

ba%an(e R):/:/2 ("o"e) 6"o+ State o$e"n+ent:

7 | P a g e



,I6K-ED /ROTH AT A /6ANCE

PARTICU6ARS UNIT ;0%; ;%;2 ;2%;4 ;4%;5

;5%;7

FUNCTIONAL

SOCIETIESCUMMU:NOS: 552 5= 5/> 5/>/

=00

MEMBERSHIPCUMMU:NOS

IN LACS2:10 2:15 2:=5 2:52

2:5>

AV: DAIL MILK PROC LK SPD />:>/ 1:= 1:/ 1:?1:1

PEAK MILK PROC LK SPD /=:>/ />:> //:5 //:21 //:=

A:I: CLUSTER SOCS: COOMU:NOS: 2>= 2?2 2/ 222

FODDER SEED

SUPPLIEDM:T): =/1:> :/> >>:2> 2>:>>

=>>:>>

CATTLE FEED SOLD M:T): 1/12 121? 5501> 551=>12=11

AV::DAIL CITSUPPL

LLPD :5 :01 =:?1 =:51=:/

SALE OF SFM LAC PKTSGBTLS ?0:5/ 2>:2? 2=:= ?:0/:0?

SALE OF LASSI LAC PACKETS />:/> />:= /?:?> /5:0/0:/5

SALE OF ICECREAM LAC LITRES 1:52 0:/1 />:?2 /?://=:5/

EPORTS RS:IN LACS 0=2:=? 50:/1 //?:? 1/2:51//:=>

TURNOVER RS:IN CRORES 51>:>> ==:>> 5=2:>> 5?:>>1?=:>>

,ARKETIN/ O- ,I6K-ED$%

M#%&6e' #) )e"$#n7 nat#on .#'e (on)u+e") th"ou7h #t) net .o"& o6

Re7#ona% o66#(e) an' )t"on7 D#)t"#but#on (hanne%): M#%&6e' +a"&et) a .#'e

8 | P a g e





Va"#et3 o6 P"o'u(t) .h#(h #n(%u'e %#9u#' +#%&4 )&#++e' +#%& !o.'e"4 .ho%e

+#%& !o.'e"4 #n6ant 6oo'4 7hee4 butte"4 (hee)e4 La))#4 SFM4 I(e C"ea+4

Ma%te' 6oo' Ve"&a V#7ou" et(: et(: The annua% tu"n o$e" o6 M#%&6e' ha)

("o))e' R) 55 ("o"e): Ve"&a #) a b"an' %ea'e" #n +#%& !o.'e") !a"t#(u%a"%3

#n no"the"n ea)te"n )e(to") an' SMP +a"&ete' b3 M#%&6e' (o++an') a

!"e+#u+ !"#(e o$e" !o.'e") +anu6a(tu"e' b3 (o+!et#to") .ho #n(%u'e

+u%t#nat#ona% a) .e%% a) !"#$ate t"a'e an' othe" Coo!e"at#$e Fe'e"at#on)

EPORT O- ,I6K PRODUCTS$

#th (o+!et#t#on #n the nat#ona% +a"&et <oo+#n7 u! e66o"t) to

e8!o"t !"o'u(t) ha$e been +a'e: M#%&6e' ha) e)tab%#)he' #t) 7hee +a"&et #n

M#''%e Ea)t Ma"&et: Ve"&a 7hee "ea(he) a%% the e+#"ate) an' #) a$a#%ab%e

a%+o)t #n a%% )u!e" +a"&et): The !enet"at#on #) )o 'ee! that Ve"&a 7hee #)

a$a#%ab%e #n 6a" o66 %abo" (a+!): In a''#t#on to 7hee4 SMP .a) a%)o e8!o"te'

to A)#an Count"#e) %#&e Ph#%#!!#ne)4 Ban7%a De)h an' S"#Lan&a: Ve"&a Ma%t

P%u) ,Ma%te' M#%& 6oo'- ha) a%)o been e8!o"te' to Ban7%a De)h:

=UA6IT& ASSURANCE PRO/RA,,E$

ua%#t3 A))u"an(e P"o7"a++e ,AP- .h#(h #) a !a"t an' !a"(e% o6

Da#"3 P%ant I+!"o$e+ent P"o7"a++e ,DPIP- .a) ta&en u! #n Lu'h#ana

M#%& Un#on .#th the Te(hn#(a% 7u#'an(e 6"o+ NDDB: The +a#n obje(t#$e

o6 the !"o7"a++e #) to #+!"o$e e66#(#en(3 o6 P%ant) (ou!%e' .#th %o))

+ana7e+ent to b"#n7 'o.n the (o)t o6 !"o'u(t#on4 #+!"o$e the 9ua%#t3 o6

+#%& an' +#%& !"o'u(t) +anu6a(tu"e' to a+e%#o"ate the 7ene"a% h37#en#(

an' hou)e &ee!#n7 )tan'a"') an' abo$e a%% to enhan(e the !"o6#tab#%#t3 an'

6#nan(#a% $#ab#%#t3 o6 the M#%& P%ant) to enab%e +#%& !"o'u(e") to 7et bette"

!"#(e 6o" the#" !"o'u(e:

DETAI6S O- OPERATIONS

,P"o(u"e+ent4 Re(e!t#on an' !"o(e))#n7-

Inau7u"at#on o6 !%ant b3 Punjab M#n#)te" #an# Ja#% S#n7h 'ate' 1 Ma34 /012

an' the !%ant )ta"te' #n /01=:

9 | P a g e







V#%%a7e P"o'u(e"

So(#et#e)

Ch#%%#n7 M#%& Cent"e

M#%& P%ant Ho)h#a"!u"

Re(e!t#on Do(&

ua%#t3 Cont"o%

P"o'u(t#on De!a"t+ent

P"o(e))#n7

F#n#)he' P"o'u(t)

SOCIETIES$%

The +#%& !%ant4 !"o(u"e +#%& th"ou7h (oo!e"at#$e )o(#et#e): At

the !"e)ent the !%ant ha) the 1=/ )o(#et#e): F#")t%3 +#%& #) (o%%e(te' b3 the)e)o(#et#e) an' then )ent to the +#%& !%ant 6o" t.o t#+e)4 +o"n#n7 an' e$en#n7:

The +#%& !"o'u(e") "e(e#$e "ate o6 +#%& 6"o+ +#%& !%ant on the ba)#) o6 6at:

CHI66IN/ ,I6K$%

The"e a"e th"ee +#%&(h#%%#n7 (ente") at Da)u3a4 Pa'"ana an'

Ba%a(hou": F#")t%3 +#%& #) "e(e#$e' at the (h#%%#n7 (ente" an' a6te" (h#%%#n7

the +#%&:

10 | P a g e



,I6K P6ANT$%

A6te" (h#%%#n7 the +#%&4 #t #) )ent to the +#%& !%ant4 the !u"!o)e to

)etu! the (ente" a"e that4 the )o(#et#e) a"e 6a" a.a3 6"o+ the +#%& !%ant

an' +#%& #) !e"#)hab%e #n natu"e )o to a$o#' the .a)ta7e o6 +#%&4 the

(h#%%#n7 (ente" .e"e )etu!: F#")t%3 +#%& #) "e(e#$e' #n 'o(& th"ou7h

te+!o #n h#7he" ba)#) o6 "oute): The"e a"e 2 )ea)on) o6 +#%& 6%u#'4

a$e"a7e an' %ean: The %ean !e"#o' #) 'u"#n7 A!"#% an' Ju%3 an' th#)

!e"#o' )u!!%3 o6 +#%& "e(e#$e' #n %e)) 9uant#t3: The a$e"a7e #) Du"#n7

Au7u)t to No$e+be" an' #n th#) !e"#o' the )u!!%3 o6 +#%& "e(e#$e' #)

a$e"a7e: The 6%u)h #) #n .#nte" an' the +#%& #) h#7h%3 !"o'u(e':

RECEPTION O- ,I6K$%

Re(e!t#on o6 +#%& #) 'one at the 'o(&: Do(& #) %#&e a )tat#on: The

+#%& !%ant ha) t.o Do(&)4 6#")t%3 +#%& #) "ea(he' #n the hu7e 9uant#t34 a6te"

th#) !"o(e)) +#%& #) )ent to the %abo"ato"3 to 6#n' out 6at an' S:N:F: (ontent)4

then +#%& (an) a"e .a)he' b3 the +a(h#ne) an' a7a#n the)e (an) a"e &e!t #n

the (a""#e") a6te" th#) !"o(e)) te+!o )heet) a"e !"e!a"e': The nu+be") o6

+#%& (an) o6 bu66a%o an' (o.) +#%& a"e "e(o"'e' on the)e )heet) a"e )ent to

the )o(#et#e) 6o" the #n6o"+at#on o6 9uant#t3 o6 +#%&:

PROCESSIN/$%

A%% the "e(e#$e' #) !a))e' on to the tan& %3#n7 un'e" the .e#7h#n7

bo.%: Then the +#%& #) #++e'#ate%3 (h#%%e' an' !a)teu"#<e': Pa)teu"#<at#on

#) a !"o(e)) .h#(h .a) 6oun' b3 Lou Pa)teu":

,ARKET SERVED DO,ESTIC*-OREI/N$%

The )u((e)) o6 a (on(e"n %#e) not on%3 #n !"o'u(t#on4 but a%)o +a#n%3 #n

)u((e))6u% +a"&et#n7:

11 | P a g e



Ma"&et#n7 #) the !"o(e)) 7ett#n7 the "#7ht 7oo') to the "#7ht (on)u+e")

at the "#7ht !%a(e at the "#7ht !"#(e:

In Ve"&a M#%& P%ant 6ou" t3!e) o6 tet"a !a(&) an' othe" !"o'u(t) a"e

+a"&e' un'e" the b"an' na+e VERKA4 M#%& !%ant #) )o%e%3 "e)!on)#b%e 6o"

the +a"&et#n7 o6 6%u#' +#%& !"o'u(t) a"e +a"&e' b3 the Punjab )tate (o

o!e"at#$e +#%& !"o'u(e"*) un#on %t':

Return o tetra (ac#!$%

Be(au)e the e8!#"3 t#+e o6 tet"a !a(& #) 5 +onth)4 7oo' !a(&#n7

an' 6"e)h )u!!%34 the"e #) no "e!%a(e+ent o6 the tet"a !a(&):

E(ort!M#%& un#on #) 6a+ou) a%% o$e" the (ount"3 an' out)#'e the (ount"3 6o"

#t) 9ua%#t3 o6 +#%& an' +#%& !"o'u(t): It ho%') #nte"nat#ona% 9ua%#t3

(e"t#6#(ate) ISO 0>>? an' IS/=>>> ,HACCP-: Due to the)e (e"t#6#(ate) #t)

!"o'u(t) a"e ea)#%3 a((e!tab%e #n the #nte"nat#ona% +a"&et: It e8!o"t hee to

Duba# but no an3 tet"a !a(& #) e8!o"t:

Product! ,anuactured and mar#eted "+ ,i'# Union$%

M#%& !%ant4 ha) $a"#et3 o6 !"o'u(t) .h#(h a"e a$a#%ab%e #n '#66e"ent

!a(&#n7: Ra. +ate"#a% 6o" a%% the)e !"o'u(t) #) +#%& .h#(h !"o(u"e' 6"o+

+#%& !"o'u(e"):

/ Ste"#%#<e' F%u#' M#%&

a- Stan'a"'#<e' +#%& ,Fat Content) :=@-

b- Doub%e Ten' M#%& ,Fat Content) /:=@-

(- Fu%% C"ea+ M#%& ,Fat Content) =:=@-

? hee

2 Butte"

S&#++e' M#%& Po.'e",SMP-

= Panee"

5 M#%& Ca&e

12 | P a g e



Be)#'e) the)e !"o'u(t) +#%& !%ant) )e%%) $a"#ou) !"o'u(t)

!"o(u"e' 6"o+ !%ant): The)e !"o'u(t) a"e a) un'e"

/ F%a$o"e' M#%&

? F%a$o"e' La))#

2 Man7o Ra))#%a

o7hu"t F"u#t D"#n&

= Kaju P#nn#

5 I(e C"ea+

Aim! O ,i'# Union

E$e"3 o"7an#<at#on #) 6o"+e' 6o" a(h#e$#n7 )o+e obje(t#$e):

Sett#n7 o6 obje(t#$e) an' a#+) )e"$e) a) 7u#'e%#ne) 6o" e8(e%%ent o" )+ooth

.o"&#n7 o6 the (on(e"n: The Ve"&a +#%& !%ant4 toute' to 6u%6#% the 6o%%o.#n7

a#+):

/: To u!%#6t )o(#a% an' e(ono+#( )tate) o6 the +#%& !"o'u(e"):

?: To 'e$e%o! 'a#"3 a) an #n'u)t"3 a%%#e' to a7"#(u%tu"e:

2: To !"o(u"e +#%& an' e8e(ute +a"&et#n7 e66o"t) )o that +#%&

!"o'u(e") 7et 7oo' !"#(e) o6 the#" +#%&:

: To !"o$#'e bette" 9ua%#t3 (att%e 6ee' at "ea)onab%e !"#(e):

=: To #n("ea)e the ba"7a#n#n7 !o.e" o6 +#%& !"o'u(e") at the#"

'oo")te!):

5: To !"o$#'e $ete"#na"3 a#') to an#+a%) o6 +#%& !"o'u(e") at the#"

'oo")te!):

1: To ("eate e+!%o3+ent o!!o"tun#t#e) 6o" "u"a% 3outh b3 +#%&

!"o'u(t#on a(t#$#t#e):

Stud+ o unctioning o a'' de(artment!$%

13 | P a g e



,i'# Procurement Section

M#%& !"o(u"e+ent bu)#ne)) #) be#n7 %oo&e' a6te" +a#n%3 b3 +#%&

un#on4 M#%& #) (o%%e(te' b3 +#%& !"o'u(e" (oo!e"at#$e )o(#et#e) ate the

$#%%a7e %e$e% an' !u"(ha)e' b3 M#%& Un#on4 .h#(h 6u"the" )u!!%#e) that +#%&

to the M#%& P%ant4 a6te" (ha"7#n7 (o++#))#on 6"o+ +#%& P%ant at "ate)

)!e(#6#e' b3 M#%& Un#on:

The !%ant .a) "e7#)te"e' #n the 3ea" /01? .#th !"#+a"3

+e+be")h#! o6 = +#%& !"o'u(e" (oo!e"at#$e )o(#et3: At !"e)ent #t ha)

151 (oo!e"at#$e )o(#et#e):

Sta Structure o (rocurement !ection

Mana7e"4 +#%& P"o(u"e+ent

D3:Mana7e" ,P"o(:-

Mana7e" ,M#%& Ch#%%#n7 Cente"-

M:P:A:

D:H:C:C:

Production De(artment$%

14 | P a g e



Th#) 'e!a"t+ent h#) hea'e' b3 !"o'u(t#on +ana7e" an'

te(hn#(a% )ta66 an' o66#(e") an' o!e"at#on: Mana7e" #) "e)!on)#b%e 6o"

!"o'u(t#on !%ann#n74 "e(e#$#n7 7oo' 9ua%#t3 o6 +#%&4 #t) !"o(e))#n7 an'

!"o'u(t#on o6 +#%& !"o'u(t):

H#) "e)!on)#b%e 6o" a(h#e$#n7 !"o'u(t#on ta"7et .#th +#n#+u+

.a)ta7e: He a%)o 7u#'e) .o"&e") 6o" bette" !e"6o"+an(e: The !"o'u(t#on

#) an #+!o"tant a(t#$#t3 be(au)e othe" 'e!a"t+ent !u"(ha)#n7 e8t"a

"e$o%$e a"oun' #t: D#66e"ent +#%& !"o'u(t) a"e !"o'u(e' a) !e"

a$a#%ab#%#t3 o6 +#%& an' a) !e" 'e+an' o6 +a"&et:

F#")t o6 a%% the "e9u#"e+ent o6 +#%& 'e+an' #) 6u%6#%%e' an' then

"e+a#n#n7 +#%& #) u)e' 6o" !"o'u(#n7 $a"#ou) !"o'u(t) )u(h a) hee4

butte"4 (hee)e et(4:

Sta Structure o (roduction !ection$

Mana7e" o6 P"o'u(t#on

D3: Mana7e"4 P"o'u(t#on

S": P%ant O!e"ato"

J": P%ant O!e"ato"

D:H:C:

15 | P a g e



Purcha!e De(artment$%

Th#) 'e!a"t+ent h#) hea'e' b3 !u"(ha)e o66#(e") .ho #) a))#)te' b3

)u!!o"t#n7 )ta66 #n +a#nta#n#n7 "e7u%a" )u!!%3 o6 )to"e #te+): Th#) )e(t#on

en)u"e) t#+e%3 !u"(ha)e o6 "e9u#"e' )to"e #te+) at $e"3 "ea)onab%e (o)t:

-unction! o (urcha!e de(artment$%

a: To "e(e#$e' !u"(ha)e "e9u#)#t#on 6"o+ )to"e):

b: To bu3 7oo') o" +ate"#a%) .#)e%3 at "ea)onab%e !"#(e):

(: To #n$#te 9uotat#on 6"o+ nu+be" )u!!%#e") an' !"e!a"#n7

(o+!a"at#$e )tate+ent to (hoo)e a "#7ht )u!!%#e":

Engineering Section$%

Th#) )e(t#on h#) hea'e' b3 en7#nee"#n7 +ana7e" .ho #) a))#)te' b3

te(hn#(a% o66#(e"): He #) "e)!on)#b%e 6o" #'ent#6#e) a%% +a(h#ne nee'#n7

+a#ntenan(e to a$o#' an3 b"ea&'o.n 'u"#n7 the !"o'u(t#on: He #) a%)o

)u!!o)e' to #nt"o'u(e to ne. +a(h#ne"3 b3 .h#(h the (o)t o6 !"o'u(t#on (an

be 'e("ea)e' #t a%)o #n)u"e' a"e t"an)!o"t $eh#(%e) o6 +#%& !%ant:

Sta Structure o engineering !ection$

Mana7e"4 En7#nee"#n7

D3: Mana7e"4 En7#nee"#n7

Fo"e+an Fo"e+an Fo"e+an Fo"e+an

E%e(t"#(a% Re6"#7e"at#on Bo#%e" T"an)!o"tat#on

,anagement Inormation S+!tem$

16 | P a g e



MIS #) a )3)te+ .he"e #n6o"+at#on about the a(t#$#t#e) o6 !%ant #)

)u!!%#e' to +ana7e+ent: A((u"ate an' !"e(#)e #n6o"+at#on to )u!!o"t the

o!e"at#on +ana7e+ent ana%3)#) an' 'e(#)#on +a&#n7 6un(t#on #n an

o"7an#<at#on: He"e 'ata a"e (o%%e(te' 6"o+ '#66e"ent )e(t#on #n an

o"7an#<at#on4 .h#(h (an be u)e6u% to the +ana7e+ent 6o" 'e(#)#on +a&#n7:

Account! De(artment$%

A +ana7e" a((ount #) the hea' o6 th#) 'e!a"t+ent: He #) "e)!on)#b%e 6o"

the o$e"a%% +ana7e+ent o6 a((ount): Th#) )e(t#on #) "e)!on)#b%e 6o" t#+e%3

!a3+ent to a%% the e+!%o3ee) o6 +#%& !%ant an' a%)o to the !a"t#e) 'ea%#n7 .#th#t: It "e(o"') a%% the t"an)a(t#on) #n the !"o!e" boo&) to !"o$#'e ne(e))a"3

#n6o"+at#on to the autho"#t#e) .hene$e" "e9u#"e':

Per!onne' and HRD de(artment$%

P"o'u(t#on Mana7e" HRD De!a"t+ent .ho #) a))#)te' b3

)u!!o"t#n7 )ta66 to (a""3 out 6un(t#on o6 th#) )e(t#on hea' th#) )e(t#on: Th#)

)e(t#on en)u"e) (o+!%#an(e o6 %abo" %a.)4 +a#ntenan(e o6 !"o!e" "e(o"') an'(o+!%et#on o6 a'+#n#)t"at#$e 6o"+a%#t#e) 6o" t#+e%3 !a3+ent) o6 'ue) to

e+!%o3ee): It #) a%)o "e)!on)#b%e 6o" +a#nta#n#n7 (o"'#a% "e%at#on)h#! bet.een

.o"&e") an' +ana7e+ent:

,ar#eting De(artment$%

The )u((e)) o6 (on(e"n %#e) not on%3 #) !"o'u(t#on but +a#n%3 #n

)u((e))6u% +a"&et#n7: P"o'u(t#on o6 7oo') an' )e"$#(e) ha) no +ean#n7)un%e)) 7oo') an' )e"$#(e) a"e e8(han7e' !"o6#tab%3 6o" +one3 o" +one3*)

.o"th: Th#) #n$o%$e) the +o$e+ent o6 7oo') 6"o+ the +anu6a(tu"e") to

u%t#+ate (on)u+e"): In b"#n7#n7 he !"o'u(e" an' (on)u+e" to7ethe"4 (e"ta#n

a(t#$#t#e) a"e !e"6o"+e' .h#(h #) the (on(e"n o6 +a"&et#n7:

Ma"&et#n7 #) a !"o(e)) o6 7ett#n7 the "#7ht 7oo') to "#7ht (on)u+e") at

the "#7ht !%a(e4 at "#7ht t#+e an' !"#(e):

17 | P a g e



De!ut3 Mana7e" .ho #) 6u"the" a))#)te' b3 )u!!o"t#n7 )ta66 hea') Ma"&et#n7

)e(t#on: He "e7u%ate) the !"o'u(t#on o6 +#%& an' +#%& !"o'u(t #n '#66e"ent

.a3) to en)u"e +a8#+u+ !o))#b%e "etu"n) 6"o+ )a%e):

=ua'it+ Contro' De(artment$

ua%#t3 (ont"o% +ana7e" hea') th#) 'e!a"t+ent an' the te(hn#(a% )ta66

a))#)t) the +ana7e" b3 (on'u(t#n7 a%% t3!e o6 te)t) on "a. +ate"#a%) an'

6#n#)he' !"o'u(t) .#th the he%! o6 )o!h#)t#(ate' e9u#!+ent an' +a(h#ne)

!u"(ha)e':

ua%#t3 (ont"o% %abo"ato"3 he%!) #n +a#nta#n#n7 h#7h 9ua%#t3 o6 +#%&

an' +#%& !"o'u(t a))#)t en)u"e) 9ua%#t3 b3 te)t#n7 the "a. +ate"#a% a) .e%% a)

6#n#)he' !"o'u(t):

Sta Structure o =ua'it+ Contro' !ection.

Mana7e"4 ua%#t3 Cont"o%

D3: Mana7e"4 ua%#t3 Cont"o%

A))tt:Mana7e"4 :C:

Che+#)t

Labo"ato"3 A))#)tant

He%!e"

18 | P a g e



Store De(artment$%

Th#) 'e!a"t+ent )to"e) a%% the e))ent#a% e9u#!+ent an' +ate"#a% an'

)tat#ona"3 "e9u#"e' #n a%% the 'e!a"t+ent): It a%)o &ee!) the "e(o"') o6 7oo')

!u"(ha)e an' 7oo') #n )to(& a) .e%% a) the 7oo') the u)e' b3 the !a"t#(u%a"

'e!a"t+ent: The +a#n !u"!o)e o6 th#) )e(t#on #) to &ee! the 6u%% "e(o"' o6 !a(&e'

+ate"#a%: The !"o'u(t #) )to"e' at (%ean an' Coo% !%a(e):

Securit+ De(artment$%

One )en#o" )e(u"#t3 e+!%o3ee4 .ho #) a))#)te' b3 a tea+ o6 .e%%

t"a#ne' !e")onne% +ana7e" the )e(u"#t3 'e!a"t+ent: Th#) 'e!a"t+ent &ee!)

!"o!e" .at(h on +en4 +one3 an' +ate"#a%) .h#%e ente"#n7 #n an' 7o#n7 outo6 the !%ant:

S(ecia' TechniFue Ado(ted

,anagement inormation !+!tem$%

MIS #) the )3)te+ #n .he"e #n6o"+at#on about the a(t#$#t#e) o6 the

!%ant )u!!%#e' to the +ana7e+ent: A((u"ate an' !"e(#)e #n6o"+at#on to

)u!!o"t the o!e"at#on +ana7e+ent4 ana%3)#) an' 'e(#)#on +a&#n7 6un(t#on #n

an o"7an#<at#on: He"e 'ata a"e (o%%e(te' 6"o+ the '#66e"ent "e%ate' )e(t#on)

.h#(h (an be the +ana7e+ent 6o" the 'e(#)#on +a&#n7:

The 6o%%o.#n7 #n6o"+at#on a"e +a#nta#ne' an' )u!!%#e' to the

+ana7e+ent .hen "e9u#"e'

• P"o7"e)) o6 'a#"3 !%ant ,+onth%3Gea"%3-:

• P"o7"e)) "e!o"t o6 #n!ut a(t#$#t#e) ,+onth%3Gea"%3-:

• P"o7"e)) "e!o"t o6 !"o(u"e+ent a(t#$#t#e) ,+onth%3Gea"%3-:

• Re!o"t) on a(t#$#t3 o6 (h#%%#n7 (ent"e) ,+onth%3-:

• Re!o"t on !"o'u(t .#)e (o)t#n7 ,+onth%3-:

• Re!o"t on un#t (o)t#n7 ,+onth%3-:

• Re!o"t on !"o'u(t .#)e (o)t#n7 ,+onth%3-:

• Sto(& )tate+ent ,+onth%3-:

• Sa%e) an' "etu"n ,+onth%3-:

19 | P a g e



• T"an)!o"tat#on (o)t o6 +#%& (o%%e(te' ,"oute .#)e-:

• Se(t#on .#)e )a%a"3 "e!o"t ,+onth%3-:

• Runn#n7 hou") o6 +a(h#ne ,+onth%3-:

• F#nan(#a% !o)#t#on ,3ea"%3-:

• Da#"3 (oo!e"at#$e )o(#et#e) !"o7"e)) ,Month%3-

In an3 'e(#)#on +a&#n7 +atte" a%% the)e #n6o"+at#on #) o6 7"eat he%! t!

the +ana7e+ent: The"eb3 #n an o"7an#<e' 'a#"3 %#&e Ve"&a M#%& P%ant4

Ho)h#a"!u"4 #t #) a $e"3 #+!o"tant )e(t#on to &ee! the o$e"a%% !o)#t#onG)tatu)

o6 the !%ant:

Production o mi'# (roduct!$%

P"o'u(t#on #) a +o"e #+!o"tant a(t#$#t3 o6 an o"7an#<at#on: In o((u!#e) an

#+!o"tant an' )#7n#6#(ant !%a(e be(au)e othe" 6un(t#ona% a"ea) o6

+ana7e+ent $#<:6#nan(#n74 +a"&et#n74 !u"(ha)#n7 an' !e")ona% "e$o%$e

a"oun' #t:

P"o'u(t#on #) a !"o(e)) b3 .h#(h "a. +ate"#a%) a"e (on$e"te' #nto

6#n#)he' !"o'u(t) .#th the he%! o6 ene"734 (a!#ta%4 +an!o.e"4 an' +a(h#ne"3:

P"o'u(t#on !o%#(3 a#+) at +a8#+u+ out!ut .#th +#n#+u+ #n!ut: The

!"o'u(t#on 'e!a"t+ent) !%a3 a $e"3 #+!o"tant "o%e #n 6o"+u%at#on o6 the

!"o'u(t#on !o%#(#e):

P"o'u(t#on !%ann#n7 #) 'one b3 the hea' o66#(e an' )en' to the

!"o'u(t#on +ana7e" a((o"'#n7 to th#) !%ann#n7 !"o'u(t#on +ana7e" a""an7e

to !"o'u(e the !"o'u(t):

P"o'u(t#on !%ann#n7 o6 +#%& !"o'u(t) #) 'one #n &ee!#n7 #n the $#e. the

!"o(u"e+ent o6 the +#%& !%ant an' a%)o tentat#$e 'e+an' #n the (#t3: A6te" the

)u!!%3 o6 the !a)teu"#<e' +#%&4 the "e+a#n#n7 +#%& #) u)e' 6o" !"o'u(#n7

$a"#ou) !"o'u(t): D#66e"ent +#%& !"o'u(t) a"e !"o'u(e' a) !e" a$a#%ab#%#t#e) o6

+#%& an' a) !e" 'e+an' o6 )a%e) an' &ee!#n7 #n $#e. the !"o'u(t#on !%an

7#$en b3 hea' o66#(e: E$e"3 '#)t"#(t ha) #t) o.n !%ant:

20 | P a g e



Ver#a (roduct! range$%

/ hee

? Butte"

2 S&#++e' +#%& !o.'e"

F%a$ou"e' +#%&

= F%a$ou"e' La))#

5 Man7o Ra))#%a

1 Panee"

M#%& Ca&e0 Dah#

/> I(e C"ea+

// Kaju P#nn#

21 | P a g e



VARIOUS PRODUCTS PRODUCED 8& VERKA ,I6K

P6ANT

/HEE @A/,ARK

8oudine Te!t Neg.

B:R:"ea'#n7 ,> 'e7"ee C:- > 2

RM Va%ue ,M#n:- ?:>

P:Va%ue /:> ?:>

FFA @ O%e#( A(#', Ma8- >:2>

8UTTER TA86E HITE

Fat@ ,M#n:- >:>> ?:>>

A(#'#t3 @L:A: ,Ma8:- >>:/= >>:>5

Cu"' @ ,Ma8- >/:>> >/:=>

Sa%t @ ,Ma8- ?:

Co%#6o"+G+%: ,Ma8:- = =

M ,Ma8-G7 ?> ?>

22 | P a g e



/ENERA6 CO,POSITION -OR ,I6K

Percentage CoG ,i'# 8ua'o ,i'#

Fat :5 5:5

P"ote#n) 2: 2:0

La(to)e :0 =:?

A)h >:1 >:

ate" 5:5 :?

STANDARD ,I6K

M#%& Fat @ ,M#n- :=

M#%& SNF @ ,M#n- :=

PH ,Ma8- 5:MBRT ,M#n- =:>> H"):

Pho)!hate) Te)t N7:

Ba(te"#a% CountG+%:,Ma8- 2>4>>>

Co%#6o"+G>:/ +%: N#%

UHT ,I6K

FAT :5@

SNF :5@

!H 5:5

A(#'#t3 L:A: >:/2>@ LA

23 | P a g e



SEETENED -6AVOURED ,I6K

M#%& Fat @ ,M#n:- /:5=

Tota% M#%& So%#') @ ,M#n:- /1:>

Su7a" @ ,Ma8:- 5:>

Tu"b#'#t3 Te)t Ne7:

C"ea+#n7 In'e8 ?>

Ba(te"#a% S!o"e) !e" +%: ,Ma8:- =

6ASSI

M#%& Fat @ 2:> to 2:

Tota% So%#') @ ,B3 .t:- ?> ?2

Su7a" @ /?:>>

RASEEE6A

Chee)e he3 @ >

Su7a" @ /?/?:=

Man7o Pu%!@ />:>>

B"#8 /=

A(#'#t3,@C#t"#( A(#'- >:?

!H 2:0:/

24 | P a g e



ICE CREA,

e#7ht ,7G%t):- M#n:=5>

=>

Tota% So%#') ,M#n:- ,B3

.t:- 2:=

M#%& Fat @ ,M#n#+u+- /2

A(#'#t34 L:A: @ ,Ma8- B3

t:>:?=

Su("o)e @ Ma8: ,B3 t:- /:=>

Stab: E+u%: @ Ma8: >:=>

KU6-I AND -*N CHOCO6ATE

Ku%6#FGN

Cho(

Tota% So%#' ,@M#n: B3

.t:- ?:>> 2:=>

M#%& Fat @,@M#n: B3 .t:- /2:>> /2:>>

P"ote#n ,@M#n: B3 .t:- 2:=> 2:=>

A(#'#t3 @ Ma8 ,B3 .t:- >:2> >:2>

Su("o)e @ M#n: ,B3 .t:-

Tota%/:>> /5:=>

25 | P a g e



CHAPTER 0

INTRODUCTION

TO

THE TOPIC

CONSU,ER PERCEPTION

Deinition$%

The (on(e!t o6 (u)to+e" !e"(e!t#on 'oe) not on%3 "e%ate to #n'#$#'ua%

(u)to+e") #n (on)u+e" +a"&et): It #) a%)o $a%#' #n bu)#ne)) to bu)#ne))

)#tuat#on): Fo" e8a+!%e4 a (o+!et#to" ben(h+a"&#n7 )u"$e3 o6 a %a"7e #n'u)t"#a%

)u!!%#e" "e$ea%e' that the +a"&et %ea'e"4 a%thou7h "e(o7n#<e' 6o" e8(e%%ent

9ua%#t3 an' )e"$#(e an' &no.n to be h#7h%3 #nno$at#$e4 .a) !e"(e#$e' a)a""o7ant #n )o+e "e7#on): I6 .e ta&e #nto (on)#'e"at#on that the"e a"e about 6ou"

26 | P a g e



othe" %a"7e !%a3e") .#th a )#+#%a" %e$e% o6 9ua%#t3 an' #nno$at#$e #'ea)4 th#)

!e"(e#$e' a""o7an(e (ou%' 'e$e%o! #nto a )e"#ou) !"ob%e+: Cu)to+e") he"e a"e

.e%% a.a"e the +a#n (ha"a(te"#)t#() o6 a%% the o66e"#n7) a$a#%ab%e at the +a"&et

a"e %a"7e%3 (o+!a"ab%e: So the3 +#7ht u)e the 'e$e%o!+ent o6 a 7ene"at#on o6

the#" o.n to ).#t(h to a )u!!%#e" that (an )e"$e the+ not bette" o" .o")e4 but

.#th +o"e "e)!on)#$ene)) an' un'e")tan'#n7:

In 7ene"a%4 (on)u+e" beha$#ou" #) the )tu'3 o6 .hen4 .h34 ho.4 an'

.he"e !eo!%e 'o o" 'o not bu3 !"o'u(t):

Con)u+e" beha$#o" #) the )tu'3 o6 .hen4 .h34 ho.4 an' .he"e !eo!%e 'o

o" 'o not bu3 !"o'u(t: It b%en') e%e+ent) 6"o+ !)3(ho%o734 )o(#o%o734 )o(#a%

anth"o!o%o73 an' e(ono+#(): It atte+!t) to un'e")tan' the bu3e" 'e(#)#on

+a&#n7 !"o(e))4 both #n'#$#'ua%%3 an' #n 7"ou!): It )tu'#e) (ha"a(te"#)t#() o6

#n'#$#'ua% (on)u+e") )u(h a) 'e+o7"a!h#() an' beha$#o"a% $a"#ab%e) #n an

atte+!t to un'e")tan' !eo!%e) .ant): It a%)o t"#e) to a))e)) #n6%uen(e) on the

(on)u+e" 6"o+ 7"ou!) )u(h a) 6a+#%34 6"#en')4 "e6e"en(e 7"ou!)4 an' )o(#et3 #n

7ene"a%:

Cu)to+e" beha$#o" )tu'3 #) ba)e' on (on)u+e" bu3#n7 beha$#o"4 .#th the

(u)to+e" !%a3#n7 the th"ee '#)t#n(t "o%e) o6 u)e"4 !a3e" an' bu3e": Re%at#on)h#!

+a"&et#n7 #) an #n6%uent#a% a))et 6o" (u)to+e" beha$#o" ana%3)#) a) #t ha) a &een

#nte"e)t #n the "e'#)(o$e"3 o6 the t"ue +ean#n7 o6 +a"&et#n7 th"ou7h the "e

a66#"+at#on o6 the #+!o"tan(e o6 the (u)to+e" o" bu3e": A 7"eate" #+!o"tan(e #)

a%)o !%a(e' on (on)u+e" "etent#on4 (u)to+e" "e%at#on)h#! +ana7e+ent4

!e")ona%#<at#on4 (u)to+#<at#on an' onetoone +a"&et#n7: So(#a% 6un(t#on) (an

be (ate7o"#<e' #nto )o(#a% (ho#(e an' .e%6a"e 6un(t#on):

In to'a3*) 7%oba%#<#n7 e(ono+3 (o+!et#t#on #) 7ett#n7 +o"e an' 6#e"(e":

That +ean) #t be(o+e) +o"e '#66#(u%t 6o" !"o'u(t) an' )e"$#(e) to '#66e"ent#ate

the+)e%$e) 6"o+ othe" o66e"#n7) than e$e" be6o"e: Not on%3 #) the nu+be" o6

(o+!et#t#$e o66e"#n7) "#)#n7 'ue to 7%oba%#<at#on o6 !"o'u(t#on4 )ou"(#n74

%o7#)t#() an' a((e)) to #n6o"+at#on: Man3 !"o'u(t) an' )e"$#(e) 6a(e ne.

(o+!et#t#on 6"o+ )ub)t#tute) an' 6"o+ (o+!%ete%3 ne. o66e"#n7) o" bun'%e)

6"o+ #n'u)t"3 out)#'e"): S#n(e !"o'u(t '#66e"en(e) a"e (%o)e' at an #n("ea)#n7

)!ee' an' +an3 (o+!an#e) t"3 to .#n the batt%e 6o" (u)to+e") b3 !"#(e

"e'u(t#on)4 !"o'u(t) an' )e"$#(e) ten' to be(o+e (o++o'#t#e):

On the othe" han'4 (u)to+e" beha$#o" be(o+e) +o"e h3b"#': On one

han'4 (u)to+e") a"e #n("ea)#n7%3 !"#(e )en)#t#$e )ea"(h#n7 6o" ba"7a#n) at

+a"&et!%a(e) %#&e eBa3 o" bu3#n7 the#" 7"o(e"#e) at '#)(ount +a"&et): On the

othe" han' the3 enjo3 b"an'e' an' %u8u"3 7oo'): One an' the )a+e !e")on +a3

!%an a .ee&en' t"#! .#th a no6"#%%) a#"%#ne an' a )ta3 at a 6#$e)ta"hote%:

In the "e)u%t4 (u)to+e") ha$e a .#'e" (ho#(e o6 o6ten %e)) '#)t#n7u#)hab%e

!"o'u(t) an' the3 a"e +u(h bette" #n6o"+e': Fo" +an3 o66e"#n7) the ba%an(e o6

!o.e" )h#6t) to.a"') the (u)to+e": Cu)to+e") a"e .#'e%3 a.a"e o6 the#" 7"eate"

!o.e"4 .h#(h "a#)e) the#" e8!e(tat#on) on ho. (o+!an#e) )hou%' (a"e 6o" the+:

27 | P a g e

http://en.wikipedia.org/wiki/Product_(business)

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

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

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

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

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

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

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

http://en.wikipedia.org/wiki/Product_(business)

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

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

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

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

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

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

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



B"#n7#n7 #t a%% to7ethe"4 #t be(o+e) e$e" +o"e '#66#(u%t to '#66e"ent#ate a

!"o'u(t o" )e"$#(e b3 t"a'#t#ona% (ate7o"#e) %#&e !"#(e4 9ua%#t34 6un(t#ona%#t3 et(:

In th#) )#tuat#on the 'e$e%o!+ent o6 a )t"on7 "e%at#on)h#! bet.een

(u)to+e") an' a (o+!an3 (ou%' %#&e%3 !"o$e to be a )#7n#6#(ant o!!o"tun#t3 6o"

(o+!et#t#$e a'$anta7e: Th#) "e%at#on)h#! #) not %on7e" ba)e' on 6eatu"e) %#&e !"#(e an' 9ua%#t3 a%one: To'a3 #t #) +o"e the !e"(e#$e' e8!e"#en(e a (u)to+e"

+a&e) #n h#) $a"#ou) #nte"a(t#on) .#th a (o+!an3 ,e:7: ho. 6a)t4 ea)34 e66#(#ent

an' "e%#ab%e the !"o(e)) #)- that (an +a&e o" b"ea& the "e%at#on)h#!: P"ob%e+)

'u"#n7 a )#n7%e t"an)a(t#on (an 'a+a7e a )o 6a" 6a$o"ab%e (u)to+e" att#tu'e:

The (on)e9uen(e 6o" (o+!an#e) #) that the3 ha$e to a'a!t the#" .a3) o6

(o+!et#n7 6o" (u)to+e"): T"a'#t#ona%%34 (o+!an#e) ha$e 6o(u)e' the#" e66o"t) o6

(u)to+e" "e%at#on)h#! +ana7e+ent on #))ue) %#&e (u)to+e" )at#)6a(t#on an'

ta"7ete' +a"&et#n7 a(t#$#t#e) %#&e e$ent +a"&et#n74 '#"e(t +a"&et#n7 o"

a'$e"t#)#n7: A%thou7h 'oubt%e)) ne(e))a"3 an' bene6#(#a%4 the)e a(t#$#t#e) a"e not

%on7e" enou7h: The3 na""o. the "e%at#on)h#! bet.een (o+!an3 an' (u)to+e" 'o.n to a !a"t#(u%a" )et o6 (onta(t) #n .h#(h the (o+!an3 #n$e)t) #t) e66o"t):

Mo)t %#&e%3 th#) .#%% !"o'u(e not +o"e than a )at#)6#e' (u)to+e" .ho #) .e%%

a.a"e o6 the (o+!an3*) o66e"#n7) an' ha) a !o)#t#$e att#tu'e to.a"') the+:

Ho.e$e"4 a )at#)6#e' (u)to+e" #) not ne(e))a"#%3 a %o3a% one:

I6 a (u)to+e" #) )at#)6#e' that +ean) that a !"o'u(t o6 )e"$#(e ha) +et h#)

e8!e(tat#on) an' that he .a) not '#))at#)6#e' b3 #t: Cu)to+e" )at#)6a(t#on #)

'oubt%e))%3 $e"3 #+!o"tant: It #) the !"e(on'#t#on 6o" "e!eat !u"(ha)e) an' #t

!"e$ent) the (u)to+e" 6"o+ te%%#n7 othe") about h#) '#)a!!o#nt#n7 e8!e"#en(e): A

%o3a% (u)to+e"4 ho.e$e"4 #) +o"e than a (u)to+e" .ho 6"e9uent%3 !u"(ha)e)

6"o+ a (o+!an3:

The '#66e"en(e #) the e+ot#ona% bon' .h#(h %#n&) the (u)to+e" )o (%o)e%3

to the (o+!an3 that he 'e$e%o!) a (%ea" !"e6e"en(e 6o" the)e !"o'u(t) o" b"an')

an' #) e$en .#%%#n7 to "e(o++en' the+ to othe"): Lo3a% (u)to+e") t"u%3 !"e6e" a

!"o'u(t4 b"an' o" (o+!an3 o$e" (o+!et#t#$e o66e"#n7): Thu) %o3a%t3 7oe)

be3on' a "at#ona% 'e(#)#on 6o" &no.n 9ua%#t3 o" )u!e"#o" !"#(e!e"6o"+an(e

"at#o: It #) about the (u)to+e")* 6ee%#n7) an' !e"(e!t#on) about the b"an' o"

!"o'u(t:

hen the (u)to+e" +a&e) h#) bu3#n7 'e(#)#on4 he e$a%uate) the bene6#t)he !e"(e#$e) 6"o+ a !a"t#(u%a" !"o'u(t an' (o+!a"e) the+ .#th the (o)t): The

$a%ue a (u)to+e" !e"(e#$e) .hen bu3#n7 an' u)#n7 a !"o'u(t o" )e"$#(e 7o

be3on' u)ab#%#t3: The"e #) a )et o6 e+ot#ona% $a%ue) a) .e%%4 )u(h a) )o(#a%

)tatu)4 e8(%u)#$#t34 6"#en'%#ne)) an' "e)!on)#$ene)) o" the 'e7"ee to .h#(h

!e")ona% e8!e(tat#on) an' !"e6e"en(e) a"e +et: S#+#%a"%34 the (o)t) !e"(e#$e' b3

the (u)to+e"4 no"+a%%3 (o+!"#)e +o"e than the a(tua% !"#(e: The3 a%)o #n(%u'e

(o)t) o6 u)a7e4 the %o)t o!!o"tun#t3 to u)e anothe" o66e"#n74 !otent#a% ).#t(h#n7

(o)t) et(: Hen(e4 the (u)to+e" e)tab%#)he) an e9uat#on bet.een !e"(e#$e'

bene6#t) an' !e"(e#$e' (o)t) o6 one !"o'u(t an' (o+!a"e) th#) to )#+#%a"

e9uat#on) o6 othe" !"o'u(t):

28 | P a g e

http://www.themanager.org/marketing/Customer_Perception.htm




Ba)e' on th#)4 (u)to+e" %o3a%t3 (an be un'e")too' a) to ho. (u)to+e")

6ee% about a !"o'u(t4 )e"$#(e o" b"an' an' .hethe" the#" !e"(e#$e' tota%

#n$e)t+ent) .#th a #t %#$e u! to the#" e8!e(tat#on):

The #+!o"tant !o#nt he"e #) the #n$o%$e+ent o6 6ee%#n7)4 e+ot#on) an'

!e"(e!t#on): In to'a3*) (o+!et#t#$e +a"&et!%a(e4 the)e !e"(e!t#on) a"e be(o+#n7 +u(h +o"e #+!o"tant 6o" 7a#n#n7 )u)ta#nab%e (o+!et#t#$e a'$anta7e:

Cu)to+e" !e"(e!t#on) a"e #n6%uen(e' b3 a $a"#et3 o6 6a(to"): Be)#'e) the

a(tua% out(o+e #:e: '#' the !"o'u(t o" )e"$#(e 'e%#$e" the e8!e(te' 6un(t#on

an' '#' #t 6u%6#%% the (u)to+e") nee' the .ho%e !"o(e)) o6 (on)u+!t#on an' a%%

#nte"a(t#on) #n$o%$e' a"e o6 ("u(#a% #+!o"tan(e: In to'a3) 7%oba%#<e #n6o"+at#on

'"#$en e(ono+3 th#) (an a%)o (o+!"#)e #))ue) %#&e

Ho. othe" (u)to+e") o" #n6%uen(#n7 7"ou!) !e"(e#$e the !"o'u(t o" b"an'

The 'e7"ee to .h#(h the (u)to+e" 6ee%) the a(tua% +a"&et#n7 (a+!a#7na''"e))e) the +o)t #+!o"tant #))ue)

Re)!on)#$ene)) an' )e"$#(e 9ua%#t3 o6 an3 a66#%#ate)4 e:7: '#)t"#but#on

!a"tne")

Cu)to+e" !e"(e!t#on) a"e '3na+#(: F#")t o6 a%%4 .#th the 'e$e%o!#n7

"e%at#on)h#! bet.een (u)to+e" an' (o+!an34 h#) !e"(e!t#on) o6 the (o+!an3

an' #t) !"o'u(t) o" )e"$#(e) .#%% (han7e: :

Mo"eo$e"4 #6 the (u)to+e")* (#"(u+)tan(e) (han7e4 the#" nee') an' !"e6e"en(e) o6ten (han7e too: In the e8te"na% en$#"on+ent4 the o66e"#n7) o6

(o+!et#to")4 .#th .h#(h a (u)to+e" (o+!a"e) a !"o'u(t o" )e"$#(e .#%% (han7e4

thu) a%te"#n7 h#) !e"(e!t#on o6 the be)t o66e" a"oun': Anothe" !o#nt #) that the

!ub%#( o!#n#on to.a"') (e"ta#n #))ue) (an (han7e: Th#) e66e(t (an "ea(h 6"o+

6a)h#on t"en') to the !ub%#( e8!e(tat#on o6 7oo' (o"!o"ate (#t#<en)h#!: She%%)

#ntent#on to 'u+! #t) B"ent S!a" !%at6o"+ #nto the o(ean )#7n#6#(ant%3 a%te"e'

+an3 (u)to+e") !e"(e!t#on o6 .h#(h (o+!an3 .a) .o"th bu3#n7 6ue% 6"o+:

Re)ea"(h ha) been 'one on the #+!a(t o6 +a"&et )ha"e on the !e"(e#$e'

9ua%#t3 o6 a !"o'u(t: De!en'#n7 on the natu"e o6 the !"o'u(t an' the (u)to+e")*

!"e6e"en(e)4 #n("ea)#n7 +a"&et )ha"e (an ha$e !o)#t#$e o" ne7at#$e e66e(t) onho. the (u)to+e" !e"(e#$e) the !"o'u(t:

Co+!an#e) ha$e 'one a %ot to #+!"o$e (u)to+e" )at#)6a(t#on an'

(u)to+e" "e%at#on)h#!) #n the !a)t: A) '#)(u))e' abo$e4 th#) .#%% not be enou7h

an3 +o"e:

An3 )e"#ou) e66o"t to +ana7e (u)to+e" !e"(e!t#on) )ta"t) .#th a 7oo'

+ea)u"e+ent )3)te+: Co+!an#e) +u)t be t"u%3 .#%%#n7 to %oo& at the .ho%e

!"o(e)) o6 #nte"a(t#on th"ou7h the (u)to+e") e3e): Fo" +an3 (o+!an#e)4 th#)

"e9u#"e) a +o"e o" %e)) e8ten)#$e )h#6t #n +#n')et4 )#n(e +o)t 'e!a"t+ent) 6"o+

'e$e%o!+ent to )a%e) .#%% be #n$o%$e':

29 | P a g e





Po!iti?e eect! o increa!ing mar#et !hare on cu!tomer (erce(tion

In("ea)#n7 +a"&et )ha"e (an )en' out !o)#t#$e )#7na%) b3 a(t#n7 a) an

#n'#(ato" o6 )u!e"#o" 9ua%#t3 that #) "e(o7n#<e' b3 +o"e an' +o"e othe"

(u)to+e"): Th#) e66e(t #) !a"t#(u%a"%3 )t"on7 6o" !"e+#u+ !"#(e' !"o'u(t):

Cu)to+e") no"+a%%3 a))u+e that a !"o'u(t +u)t be o6 e8(e!t#ona% 9ua%#t3 #6 #t

(an 7a#n )u(h an une8!e(te' +a"&et )u((e)) 'e)!#te #t) h#7h !"#(e:

Man3 b"an') o66e" !o)#t#$e e+ot#ona% bene6#t) o6 u)#n7 a !"o'u(t that #)

!o!u%a" #n the +a"&et):

The $a%ue o6 a !"o'u(t o" )e"$#(e (an "#)e th"ou7h #n("ea)#n7 nu+be" o6

u)e") o6 the )a+e !"o'u(t4 e:7: nu+be" o6 +e+be") o6 an on%#ne (o++un#t34

bette" a$a#%ab#%#t3 o6 )o6t.a"e 6o" !o!u%a" (o+!ute" )3)te+):

Negati?e eect! o increa!ing mar#et !hare on cu!tomer (erce(tion

Fo" !"e+#u+ an' %u8u"3 !"o'u(t)4 (u)to+e") +a3 t"an)%ate an #n("ea)#n7

+a"&et )ha"e #nto a %o)) o6 e8(%u)#$#t3 an' thu) !e"(e#$e #t a) %e)) $a%uab%e:

The 9ua%#t3 o6 )e"$#(e) +a3 )u66e" #6 the3 a"e (on)u+e' b3 #n("ea)#n7

nu+be") o6 u)e"): D#)e(ono+#e) o6 )(a%e) an' (on7e)t#on) (an be ob)e"$e' .#th

bu)3 a#"!o"t) an' +an3 othe" )e"$#(e) )o that (u)to+e") +a3 %oo& out 6o" othe"

!"o$#'e") that !"o+#)e +o"e t#+e%3 )e"$#(e an' (on$en#en(e:

CONSU,ER 8U&IN/ 8EHAVIOUR

Deinition$ %

Bu3#n7 Beha$#ou" #) the 'e(#)#on !"o(e))e) an' a(t) o6 !eo!%e #n$o%$e'

#n bu3#n7 an' u)#n7 !"o'u(t):

Need to under!tand$

• h3 (on)u+e") +a&e the !u"(ha)e) that the3 +a&e

• hat 6a(to") #n6%uen(e (on)u+e" !u"(ha)e)

• The (han7#n7 6a(to") #n ou" )o(#et3:

Con)u+e" Bu3#n7 Beha$#ou" "e6e") to the bu3#n7 beha$#ou" o6 the u%t#+ate

(on)u+e": A 6#"+ nee') to ana%3<e bu3#n7 beha$#ou" 6o"

• Bu3e"*) "ea(t#on) to a 6#"+) +a"&et#n7 )t"ate73 ha) a 7"eat #+!a(t on the

6#"+)* )u((e)):

• The +a"&et#n7 (on(e!t )t"e))e) that a 6#"+ )hou%' ("eate a Marketing

mix ,MM- that )at#)6#e) ,7#$e) ut#%#t3 to- (u)to+e")4 the"e6o"e nee' to

ana%3<e the .hat4 .he"e4 .hen an' ho. (on)u+e") bu3:

30 | P a g e



• Ma"&ete") (an bette" !"e'#(t ho. (on)u+e") .#%% "e)!on' to +a"&et#n7

)t"ate7#e):

Stage! o the Con!umer 8u+ing Proce!!$%

S#8 Sta7e) to the Con)u+e" Bu3#n7 De(#)#on P"o(e)) ,Fo" (o+!%e8

'e(#)#on)-: A(tua% !u"(ha)#n7 #) on%3 one )ta7e o6 the !"o(e)): Not a%% 'e(#)#on

!"o(e))e) %ea' to a !u"(ha)e: A%% (on)u+e" 'e(#)#on) 'o not a%.a3) #n(%u'e a%% 5

)ta7e)4 'ete"+#ne' b3 the 'e7"ee o6 (o+!%e8#t3

/: Pro"'em Recognition @aGarene!! o need$%

D#66e"en(e bet.een the 'e)#"e' )tate an' the a(tua% (on'#t#on4

'e6#(#t #n a))o"t+ent o6 !"o'u(t)4 hun7e"6oo': Hun7e" )t#+u%ate) 3ou"

nee' to eat: Can be )t#+u%ate' b3 the +a"&ete" th"ou7h !"o'u(t#n6o"+at#on'#' not &no. 3ou .e"e 'e6#(#ent I:E:4 )ee a (o++e"(#a%

6o" a ne. !a#" o6 )hoe)4 )t#+u%ate) 3ou" "e(o7n#t#on that 3ou nee' a ne.

!a#" o6 )hoe):

?: Inormation !earch $%

o Inte"na% )ea"(h4 +e+o"3:

o E8te"na% )ea"(h #6 3ou nee' +o"e #n6o"+at#on: F"#en') an'

"e%at#$e) ,.o"' o6 +outh-: Ma"&ete" 'o+#nate' )ou"(e);

(o+!a"#)on )ho!!#n7; !ub%#( )ou"(e) et(:

A )u((e))6u% #n6o"+at#on )ea"(h %ea$e) a bu3e" .#th !o))#b%e

a%te"nat#$e)4 the evoked set :

Hun7"34 .ant to 7o out an' eat4 e$o&e' )et #)

o Ch#ne)e 6oo'

o In'#an 6oo'

o bu"7e" &#n7

o K%on'#&e &ate) et(

2: E?a'uation o A'ternati?e! $%

Nee' to e)tab%#)h ("#te"#a 6o" e$a%uat#on4 6eatu"e) the bu3e" .ant) o" 'oe)

not .ant: Ran&G.e#7ht a%te"nat#$e) o" "e)u+e )ea"(h: Ma3 'e(#'e that 3ou

.ant to eat )o+eth#n7 )!#(34 In'#an 7et) h#7he)t "an& et(:

I6 not )at#)6#e' .#th 3ou" (ho#(e then "etu"n) to the )ea"(h !ha)e: Can 3outh#n& o6 anothe" "e)tau"ant Loo& #n the 3e%%o. !a7e) et(: In6o"+at#on 6"o+

31 | P a g e



'#66e"ent )ou"(e) +a3 be t"eate' '#66e"ent%3: Ma"&ete") t"3 to #n6%uen(e b3

6"a+#n7 a%te"nat#$e):

: Purcha!e deci!ion $%

Choo)e bu3#n7 a%te"nat#$e4 #n(%u'e) !"o'u(t4 !a(&a7e4 )to"e4 +etho' o6 !u"(ha)e et(:

=: Purcha!e $%

Ma3 '#66e" 6"o+ 'e(#)#on4 t#+e %a!)e bet.een = !"o'u(t a$a#%ab#%#t3:

5: Po!t%Purcha!e E?a'uation @outcome$%

Sat#)6a(t#on o" D#))at#)6a(t#on: Cognitive Dissonance4 ha$e 3ou +a'e

the "#7ht 'e(#)#on: Th#) (an be "e'u(e' b3 .a""ant#e)4 a6te" )a%e)

(o++un#(at#on et(:A6te" eat#n7 an In'#an +ea%4 +a3 th#n& that "ea%%3 3ou .ante' a Ch#ne)e

+ea% #n)tea':

T+(e! o Con!umer 8u+ing 8eha?iour$%

T3!e) o6 (on)u+e" bu3#n7 beha$#ou" a"e 'ete"+#ne' b3

• Le$e% o6 In$o%$e+ent #n !u"(ha)e 'e(#)#on: I+!o"tan(e an' #nten)#t3 o6

#nte"e)t #n a !"o'u(t #n a !a"t#(u%a" )#tuat#on:• Bu3e"*) %e$e% o6 #n$o%$e+ent 'ete"+#ne) .h3 heG)he #) +ot#$ate' to

)ee& #n6o"+at#on about a (e"ta#n !"o'u(t) an' b"an') but $#"tua%%3

#7no"e) othe"):

H#7h #n$o%$e+ent !u"(ha)e)Hon'a Moto"b#&e4 h#7h !"#(e' 7oo')4 !"o'u(t)

$#)#b%e to othe")4 an' the h#7he" the "#)& the h#7he" the #n$o%$e+ent: T3!e) o6

"#)&

• Pe")ona% "#)&

• So(#a% "#)&

• E(ono+#( "#)&

The 6ou" t3!e o6 (on)u+e" bu3#n7 beha$#ou" a"e

• Routine Re!(on!e*Programmed 8eha?iour$%

Bu3#n7 %o. #n$o%$e+ent 6"e9uent%3 !u"(ha)e' %o. (o)t #te+); nee' $e"3

%#tt%e )ea"(h an' 'e(#)#on e66o"t; !u"(ha)e' a%+o)t auto+at#(a%%3: E8a+!%e)#n(%u'e )o6t '"#n&)4 )na(& 6oo')4 +#%& et(:

32 | P a g e



• 6imited Deci!ion ,a#ing$%

Bu3#n7 !"o'u(t o((a)#ona%%3: hen 3ou nee' to obta#n #n6o"+at#on

about un6a+#%#a" b"an' #n a 6a+#%#a" !"o'u(t (ate7o"34 !e"ha!): Re9u#"e) a

+o'e"ate a+ount o6 t#+e 6o" #n6o"+at#on 7athe"#n7: E8a+!%e) #n(%u'e

C%othe)&no. !"o'u(t (%a)) but not the b"an':

• E8ten)#$e De(#)#on Ma&#n7GCo+!%e8 h#7h #n$o%$e+ent4 un6a+#%#a"4

e8!en)#$e an'Go" #n6"e9uent%3 bou7ht !"o'u(t): H#7h 'e7"ee o6

e(ono+#(G!e"6o"+an(eG!)3(ho%o7#(a% "#)&: E8a+!%e) #n(%u'e (a")4

ho+e)4 (o+!ute")4 e'u(at#on: S!en' a%%ot o6 t#+e )ee&#n7 #n6o"+at#on

an' 'e(#'#n7:

In6o"+at#on 6"o+ the (o+!an#e) MM; 6"#en') an' "e%at#$e)4 )to"e

!e")onne% et(: o th"ou7h a%% )#8 )ta7e) o6 the bu3#n7 !"o(e)):

Categorie! that Aect the Con!umer 8u+ing Deci!ion Proce!!$%

A (on)u+e"4 +a&#n7 a !u"(ha)e 'e(#)#on .#%% be a66e(te' b3 the 6o%%o.#n7

th"ee 6a(to")

/: Pe")ona%

?: P)3(ho%o7#(a%

2: So(#a% .

Per!ona' -actor!$%

De+o7"a!h#( Fa(to")Se84 Ra(e4 A7e et(:ho #n the 6a+#%3 #) "e)!on)#b%e

6o" the 'e(#)#on +a&#n7 oun7 !eo!%e !u"(ha)e th#n7) 6o" '#66e"ent "ea)on)

than o%'e" !eo!%e:

P!+cho'ogica' actor!

P)3(ho%o7#(a% 6a(to") #n(%u'e

• ,oti?e!$%

A +ot#$e #) an #nte"na% ene"7#<#n7 6o"(e that o"#ent) a !e")on) a(t#$#t#e)

to.a"' )at#)63#n7 a nee' o" a(h#e$#n7 a 7oa%:

33 | P a g e

http://www.udel.edu/alex/chapt6.html#personal

http://www.udel.edu/alex/chapt6.html#psychological

http://www.udel.edu/alex/chapt6.html#social

http://www.udel.edu/alex/chapt6.html#personal

http://www.udel.edu/alex/chapt6.html#psychological

http://www.udel.edu/alex/chapt6.html#social



A(t#on) a"e e66e(te' b3 a )et o6 +ot#$e)4 not ju)t one: I6 +a"&ete") (an

#'ent#63 +ot#$e) then the3 (an bette" 'e$e%o! a +a"&et#n7 +#8:

MASLO h#e"a"(h3 o6 nee')QQ

o Ph3)#o%o7#(a%

o Sa6et3

o Lo$e an' Be%on7#n7

o E)tee+

o Se%6 A(tua%#<at#on

• Perce(tion$%

hat 'o 3ou )ee Pe"(e!t#on #) the !"o(e)) o6 )e%e(t#n74 o"7an#<#n7 an'

#nte"!"et#n7 #n6o"+at#on #n!ut) to !"o'u(e +ean#n7: IE .e (ho)e .hat

#n6o .e !a3 attent#on to4 o"7an#<e #t an' #nte"!"et #t: In6o"+at#on #n!ut)

a"e the )en)at#on) "e(e#$e' th"ou7h )#7ht4 ta)te4 hea"#n74 )+e%% an' tou(h:

Se'ecti?e E(o!ure $ % )e%e(t #n!ut) to be e8!o)e' to ou" a.a"ene)):

Mo"e %#&e%3 #6 #t #) %#n&e' to an e$ent4 )at#)6#e) (u""ent nee')4 #nten)#t3 o6

#n!ut (han7e) ,)ha"! !"#(e '"o!-:

Se'ecti?e Di!tortion $% Chan7#n7Gt.#)t#n7 (u""ent "e(e#$e' #n6o"+at#on4

#n(on)#)tent .#th be%#e6):

A'$e"t#)e") that u)e (o+!a"at#$e a'$e"t#)e+ent) ,!#t(h#n7 one

!"o'u(t a7a#n)t anothe"-4 ha$e to be $e"3 (a"e6u% that (on)u+e") 'o not

'#)to"t the 6a(t) an' !e"(e#$e that the a'$e"t#)e+ent .a) 6o" the

(o+!et#to":

• A"i'it+ and KnoG'edge$%

Nee' to un'e")tan' #n'#$#'ua%*) (a!a(#t3 to %ea"n: Lea"n#n74

(han7e) #n a !e")on) beha$#ou" (au)e' b3 #n6o"+at#on an' e8!e"#en(e:

The"e6o"e to (han7e (on)u+e") beha$#ou" about 3ou" !"o'u(t4 nee' to

7#$e the+ ne. #n6o"+at#on "e !"o'u(t:::6"ee )a+!%e et(: Lea"n#n7 #) the

!"o(e)) th"ou7h .h#(h a "e%at#$e%3 !e"+anent (han7e #n beha$#ou"

"e)u%t) 6"o+ the (on)e9uen(e) o6 !a)t beha$#ou":

• Attitude!$%

34 | P a g e



Kno.%e'7e an' !o)#t#$e an' ne7at#$e 6ee%#n7) about an obje(t o"

a(t#$#t3+a3be tan7#b%e o" #ntan7#b%e4 %#$#n7 o" non %#$#n7:::::D"#$e

!e"(e!t#on) In'#$#'ua% %ea"n) att#tu'e) th"ou7h e8!e"#en(e an'

#nte"a(t#on .#th othe" !eo!%e:

Con)u+e" att#tu'e) to.a"' a 6#"+ an' #t) !"o'u(t) 7"eat%3 #n6%uen(e the

)u((e)) o" 6a#%u"e o6 the 6#"+) +a"&et#n7 )t"ate73:

• Per!ona'it+$%

A%% the #nte"na% t"a#t) an' beha$#ou") that +a&e a !e")on un#9ue4

un#9uene)) a""#$e) 6"o+ a !e")on) he"e'#t3 an' !e")ona% e8!e"#en(e:

E8a+!%e) #n(%u'e

o o"&aho%#()

o Co+!u%)#$ene))

o Se%6 (on6#'en(e

o F"#en'%#ne))

o A'a!tab#%#t3

o A+b#t#ou)ne))

o Do7+at#)+

o Autho"#ta"#an#)+

o Int"o$e")#on

o E8t"o$e")#on

o A77"e))#$ene))

o Co+!et#t#$ene)):

T"a#t) a66e(t the .a3 !eo!%e beha$e: Ma"&ete") t"3 to +at(h the )to"e#+a7e to the !e"(e#$e' #+a7e o6 the#" (u)to+e"):

Socia' -actor!$%

Con)u+e" .ant)4 %ea"n#n74 +ot#$e) et(: a"e #n6%uen(e' b3 o!#n#on %ea'e")4

!e")on) 6a+#%34 "e6e"en(e 7"ou!)4 )o(#a% (%a)) an' (u%tu"e:

• Ro'e! and -ami'+ In'uence!%%

Fa+#%3 #) the +o)t ba)#( 7"ou! a !e")on be%on7) to: Ma"&ete") +u)t

un'e")tan'

35 | P a g e



o that +an3 6a+#%3 'e(#)#on) a"e +a'e b3 the 6a+#%3 un#t

o (on)u+e" beha$#ou" )ta"t) #n the 6a+#%3 un#t

o 6a+#%3 "o%e) an' !"e6e"en(e) a"e the +o'e% 6o" (h#%'"en) 6utu"e

6a+#%3 ,(an "eje(tGa%te"Get(-

o 6a+#%3 bu3#n7 'e(#)#on) a"e a +#8tu"e o6 6a+#%3 #nte"a(t#on) an'

#n'#$#'ua% 'e(#)#on +a&#n7

o Fa+#%3 a(t) an #nte"!"ete" o6 )o(#a% an' (u%tu"a% $a%ue) 6o" the

#n'#$#'ua%.

• Reerence /rou(!%%

In'#$#'ua% #'ent#6#e) .#th the 7"ou! to the e8tent that he ta&e) on+an3 o6 the $a%ue)4 att#tu'e) o" beha$#ou") o6 the 7"ou! +e+be"):

Fa+#%#e)4 6"#en')4 )o"o"#t#e)4 (#$#( an' !"o6e))#ona% o"7an#<at#on):

An3 7"ou! that ha) a !o)#t#$e o" ne7at#$e #n6%uen(e on a !e")on*) att#tu'e

an' beha$#o":

• Socia' C'a!!$%

So(#a% (%a)) 'ete"+#ne) to )o+e e8tent4 the t3!e)4 9ua%#t34 an'

9uant#t3 o6 !"o'u(t) that a !e")on bu3) o" u)e): Lo.e" (%a)) !eo!%e ten'to )ta3 (%o)e to ho+e .hen )ho!!#n7; 'o not en7a7e #n +u(h "e!u"(ha)e

#n6o"+at#on 7athe"#n7:

Fa+#%34 "e6e"en(e 7"ou!) an' )o(#a% (%a))e) a"e a%% )o(#a%

#n6%uen(e) on (on)u+e" beha$#o": A%% o!e"ate .#th#n a %a"7e" (u%tu"e:

• Cu'ture and Su"%cu'ture$%

Cu%tu"e "e6e") to the )et o6 $a%ue)4 #'ea)4 an' att#tu'e) that a"e

a((e!te' b3 a ho+o7enou) 7"ou! o6 !eo!%e an' t"an)+#tte' to the ne8t7ene"at#on:

Cu%tu"e a%)o 'ete"+#ne) .hat #) a((e!tab%e .#th !"o'u(t

a'$e"t#)#n7: Cu%tu"e 'ete"+#ne) .hat !eo!%e .ea"4 eat4 "e)#'e an' t"a$e%:

Cu%tu"a% $a%ue) #n the US a"e 7oo' hea%th4 e'u(at#on4 #n'#$#'ua%#)+ an'

6"ee'o+: Cu%tu"e a66e(t) .hat !eo!%e bu34 ho. the3 bu3 an' .hen the3

bu3:

-i?e Stage! o Cu!tomer 8onding$%

36 | P a g e



Th#) bon' "e)u%t) 6"o+ e66e(t#$e oneonone (o++un#(at#on4 +utua%%3

bene6#(#a% #nte"a(t#on4 the (o+!an3) 7enu#ne #nte"e)t an' #n$o%$e+ent #n the

(u)to+e") %#6e an' %#6e)t3%e4 a (o+b#nat#on o6 (u)to+e" a%%e7#an(e an' (o+!an3

a'$o(a(34 an' a )ha"e' )en)e o6 !u"!o)e:

Cu)to+e" %o3a%t3 'e$e%o!) 6"o+ !e")ona% "e%at#on)h#!) an' t"u)t bet.een

the (o+!an3 an' the (u)to+e" o$e" t#+e: Th#) #n(%u'e) &ee!#n7 (u)to+e")

#n$o%$e' th"ou7hout the !"o'u(t %#6e(3(%e a) .e%% a) 'e$e%o!#n7 !"o'u(t) an'Go"

)e"$#(e) to +eet (han7#n7 (u)to+e" nee') an' 'e)#"e):

AARENESS$%

The a"t o6 ea"n#n7 (u)to+e" )ha"eo6+#n' #n$o%$e) ("eat#n7 an

#+!"e))#on o6 !e")ona% #'ent#6#(at#on .#th the (o+!an3) !"o'u(t) an'Go"

)e"$#(e):

Th#) 6#")t )ta7e4 a.a"ene))4 "e!"e)ent) the .ea&e)t a)!e(t o6 a

"e%at#on)h#! be(au)e #t #) non#nte"a(t#$e an' 'e!en') ent#"e%3 on the

(u)to+e") !e"(e!t#on:

IDENTIT&$%

The #'ent#6#(at#on )ta7e o((u") .hen a !otent#a% (u)to+e" a)&) the

9ue)t#on4 hat) #n #t 6o" +e

A (u)to+e" #'ent#6#e) a !"o'u(t o6 )e"$#(e a) +eet#n7 one o" +o"e

#+!o"tant !e")ona% nee')4 )u(h a) )e%66u%6#%%+ent4 )tatu)4 o" be%on7#n7:

A (u)to+e" +a3 !e"(e#$e the (o+!an3 a) ha$#n7 $a%ue) an' !"e6e"en(e)

)#+#%a" to h#) o.n an' be7#n to 6o"+ a "e%at#on)h#! .#th the (o+!an3:

RE6ATIONSHIP$%

At th#) )ta7e4 the (u)to+e" "e(e#$e) the bene6#t o6 !"o'u(t) an'Go"

)e"$#(e) ta#%o"e' )!e(#6#(a%%3 to h#) #n'#$#'ua% nee') ,at %ea)t a) nea"%3 a)

the (o+!an3 (an !"o$#'e-:

On(e a (u)to+e" #nte"a(t) .#th the (o+!an34 "e!eate' e8!e"#en(e) o6

#n'#$#'ua% (u)to+e" )at#)6a(t#on ta&e on )#7n#6#(ant #+!o"tan(e:

Cu)to+e") e8!e(t that !"o'u(t) .#%% .o"& an' that the3 .#%% "e(e#$e

7oo' )e"$#(e: Cu)to+e" 'e%#7ht "e)u%t) %a"7e%3 6"o+ ho. a !"o'u(t #) )o%'

an' #) )e"$#(e' a) .e%% a) ho. the (o+!an3 "e)!on') to #n9u#"#e) an')o%$e) !"ob%e+):

37 | P a g e



CO,,UNIT&$%

Cu)to+e" bon'#n7 "e9u#"e) h#7h %e$e%) o6 e66e(t#$e #nte"a(t#on: hen the

(o+!an3 #nte7"ate) #t) !"o'u(t) an' )e"$#(e) #nto the %#6e an' %#6e)t3%e o6 #t) (u)to+e")4 (o++una% bon'#n7 o((u"):

The (o++un#t3 "e%at#on)h#! )ta7e a(h#e$e) an #nte7"at#on o6 $a%ue)4

!"e6e"en(e) an' !"#o"#t#e) bet.een (u)to+e" an' (o+!an3 .he"e ea(h

'e"#$e) +utua% bene6#t: Co+!an#e) that a(h#e$e th#) t3!e o6 %o3a%t3

(on)#)tent%3 'e%#7ht the#" (u)to+e"):

ADVOCAC&$%

At th#) a'$an(e' %e$e% o6 (u)to+e" bon'#n74 the (o+!an3 )e"$#(e) a) an

a'$o(ate 6o" the (u)to+e"4 an' the (u)to+e" )ho.) an a%%e7#an(e to the(o+!an3; .o"'o6+outh a'$e"t#)#n7 6%ou"#)he): Be(au)e the (o+!an3

no. (an en(ou"a7e bu3e"7etabu3e" !"o7"a+) th"ou7h a!!"o!"#ate

#n(ent#$e)4 #t +u)t be !"e!a"e' to 6o%%o. th"ou7h !"o6e))#ona%%3 to +a&e

ne. "e("u#t) 6ee% a) $a%ue' a) the a'$o(ate) .ho "e(o++en'e' the+:

,ARKET SE/,ENTATION$%

The !"o(e)) o6 ta%&#n7 the tota% hete"o7eneou) +a"&et 6o" a !"o'u(t

'#$#'#n7 #t #n to )e$e"a% )ub +a"&et) ea(h .h#(h ten' to beho+o7eneou) #n a%% )#7n#6#(an(e):

There are eG "a!e! or !egmentation mar#et!$%

Cu)to+e" (ha"a(te"#)t#()

Con)u+e" "e)!on)e)

The ma>or !egmentation ?aria"'e! or con!umer! mar#et! are$%

/ eo7"a!h#( )e7+entat#on ,nat#on4 )tate4 (ount"34 (#t3-? De+o7"a!h#( )e7+entat#on ,a7e4 6a+#%34 "e%#7#on4 7ene"at#on4

nat#ona%#t34 )o(#a% (%a))-

2 P)3(ho7"a!h#( ,%#6e )t3%e4 !e")ona%#t3 )tatu) (%a))-

Beha$#o"a% ,o((u!at#on4 bene6#t)4 u)e")4 %o3a%t34 -

The te"+ (on)u+e" beha$#o" "e6e") to the beha$#o" that (on)u+e"

'#)!%a3) #n "ea(h 6o" !u"(ha)#n7 u)#n74 e$a%uat#n7 '#)!o)#n7 o6 !"o'u(t)

)e"$#(e) that the3 e8(e!t .#%% )at#)63 the#" nee'):

Con!umer Re!earch$%

38 | P a g e



Con)u+e" "e)ea"(h #) the +etho'o%o73 u)e' to )tu'3 (on)u+e" beha$#o"

"e)ea"(h o66e" )et '#$e")e to #'ent#63 (on)u+e" nee') #t #) u)e' to #'ent#63 both

6e%t un6e%t nee')4 to %ea"n ho. (on)u+e"): Pe"(e#$e !"o'u(t b"an' )to"e):

hat the#" att#tu'e) a"e be6o"e an' a6te" !"o+ot#ona% (a+!a#7n) ho. .h3

the3 +a&e the#" (on)u+!t#on 'e(#)#on:

Con!umer Sati!action$%

A%% bu)#ne)) 6#"+) ha$e "ea%#<e' that +a"&et#n7 #) a (o"e e%e+ent o6

+ana7e+ent !h#%o)o!h3 the &e3 to #t) )u((e)) %#e) #n 6o(u)#n7 +o"e +o"e

on the (u)to+e"): That #)4 #t .#%% be the (u)to+e" .ho .#%% 'e(#'e .he"e the 6#"+

#) hea'#n7: Thu) the (ha%%en7e be6o"e the +a"&ete" #) to en)u"e that the3 )hou%'

)at#)63 e$e"3 (u)to+e":

Sat#)6a(t#on #) an #+!o"tant e%e+ent #n the e$a%uat#n7 )ta7e: Sat#)6a(t#on

"e6e") to the bu3e") )tate o6 be#n7 a'e9uate%3 "e.a"'e' #n a bu3#n7 )#tuat#on 6o"

the )a("#6#(e) he ha) +a'e one the (u)to+e" !u"(ha)e u)e the !"o'u(t the3

+a3 then be(o+e e#the" )at#)63 o" '#))at#)6#e':

The "e)u%t o6 )at#)6a(t#on to (u)to+e" 6o"+ the !u"(ha)e o6 the !"o'u(t o"

)e"$#(e) #) that +o"e 6a$o"ab%e !o)t!u"(ha)e att#tu'e4 h#7he" !u"(ha)e #ntent#on

b"an' %o3a%t3 to be e8h#b#te' that the )a+e beha$#o" #) %#&e%3 to be e8h#b#te'

#n a )#+#%a" !u"(ha)#n7 )#tuat#on: The te"+ (on)u+e"* #) a t3!#(a%%3 u)e' to

"e6e" to )o+eone .ho "e7u%a"%3 !u"(ha)e 6"o+ a !a"t#(u%a" )to"e o" (o+!an3:

Cu)to+e") a"e !eo!%e .ho a"e ha!!3 .#th the !"o'u(t )e"$#(e) a"e .#%%#n7

to (o+e ba(& !a3 6o" #t a7a#n:

Today the frms aim to give satisactio to the c!stomer thro!gh

mar"etig coce#ts. The frm try to he$# the %!yers i the so$vig the

#ro%$em the com#etitors. The mar"eters m!st see that cos!mers

&ith #!rchasig #o&er costit!te a #otetia$s %!yers are idetifed. 't

is essetia$ or the mar"eter to carry o!t the %!siess i s!ch a &ay

that they give satisactio to cos!mers eeded. (he a frm

mar"ets a #rod!ct or service it sho!$d aim to e)oy cos!mer*s

satisactio + #roft ma,imi-atio.

39 | P a g e



Conce(t ) Need or Stud+ing Con!umer 8eha?ior$%

Con)u+e" beha$#o" (an be )a#' to be the )tu'3 o6 ho. #n'#$#'ua% +a&e

'e(#)#on on ho. to )!en' the#" a$a#%ab%e "e)ou"(e) ,t#+e4 +one34 e66o"t- on

$a"#ou) (on)u+!t#on "e%ate' #te+): Th#) )#+!%e 'e6#n#t#on o6 (on)u+e" beha$#o"

te%%) the +a"&et) to "e)o%$e e$e"3 a(t#$#t3 a"oun' the u%t#+ate (on)u+e")

7au7e the#" beha$#o" b3 )!e(#a%%3 6o(u)#n7 on

• ho bu3) !"o'u(t) o" )e"$#(e)

• Ho. 'o the3 bu3 !"o'u(t) o" )e"$#(e)

• he"e 'o the3 bu3 the+

• Ho. o6ten the3 bu3 the+

• h3 'o the3 bu3 the+

• Ho. o6ten the3 u)e the+

The)e 9ue)t#on) .#%% he%! #n un'e")tan'#n7 bette" .hat 6a(to") #n6%uen(e)the 'e(#)#on +a&#n7 !"o(e)) o6 the (u)to+e"): The 'e(#)#on +a&#n7 !"o(e))

#'ent#6#e) the nu+be" o6 !eo!%e .ho a"e #n$o%$e #n th#) !"o(e)) 'e)("#be) a

"o%e to the+ %#&e u)e")4 'e(#'e)4 #n6%uen(e) bu3e"):

It #) be%#e$e' that (on)u+e") o" (u)to+e") +a&e !u"(ha)e 'e(#)#on on the

ba)#) o6 "e(e#!t o6 a )+a%% nu+be" o6 )e%e(t#$#t3 (ho)en !#e(e) o6 #n6o"+at#on:

Thu) #t .#%% be $e"3 #+!o"tant to un'e")tan' .hat ho. +u)h the+ to e$a%uate

the 7oo') )e"$#(e) o66e"#n7):

40 | P a g e



Cu!tomer E(ectation$%

Cu)to+e" e8!e(tat#on th"ou7h %oo& "ea%#)t#( #) $e"3 o6ten bu#%' u!on on a

$e"3 h#7h !%at6o"+: Then the 9ua%#t3 o6 the !"o'u(t o" )e"$#(e) +a3 not +at(h

the e8!e(tat#on: Th#) a7a#n .#%% a66e(t the (on)u+e" )at#)6a(t#on %e$e%:

So a) to "e'u(e the %e$e% o6 '#))at#)6a(t#on a+on7 the (u)to+e")4 the

+a"&et#n7 'e(#)#on +a&e" (ou%' a'o!t a!!"oa(he) .he"e#n he (an (%a))#63

+a"&et #n "e%at#on to the 'e7"ee o6 o!!o"tun#t3 to 'e%#$e" (u)to+e" )at#)6a(t#on:

He (ou%' e)tab%#)h #t)e%6 (o++on 6a(to") the+ e$a%uate ea(h +a"&et

o!!o"tun#t3 a7a#n)t the)e: The +o)t !"obab%e 6a(to") .h#(h #n6%uen(e

(on)u+e"*) beha$#ou") a"e

,ar#et !ize

Rate o6 7"o.th o6 the +a"&et

Stab#%#t3 o6 'e+an'

The 'ue #+!o"tan(e atta(he' to !"#(e b3 the (on)u+e") be6o"e +a&#n7 a

!u"(ha)e 'e(#)#on

Con)u+e" e+!ha)#) the 'ue #+!o"tan(e 7#$en to the 9ua%#t3 a)!e(t

The (on)u+e") 'e)#"e 6o" !"o'u(t #nno$at#on

The %e$e% o6 (o+!et#t#on ,#n(%u)#$e o6 both e8#)t#n7 !otent#a%

(o+!et#to")-

The 6#"+*) (o+!et#t#$e )t"en7th) #n te"+) o6 !"#(e !"o'u(t

Cu!tomer -ocu!$%

Man3 (o+!an#e) to'a3 ha$e a (u)to+e" 6o(u) ,o" (u)to+e" o"#entat#on-:

Th#) #+!%#e) that the (o+!an3 6o(u)e) #t) a(t#$#t#e) an' !"o'u(t) on (on)u+e"

'e+an'): ene"a%%3 the"e a"e th"ee .a3) o6 'o#n7 th#) the (u)to+e" '"#$en

a!!"oa(h4 the )en)e o6 #'ent#63#n7 +a"&et (han7e) an' the !"o'u(t #nno$at#on

a!!"oa(h:

41 | P a g e



In the (on)u+e" '"#$en a!!"oa(h4 (on)u+e" .ant) a"e the '"#$e") o6 a%%

)t"ate7#( +a"&et#n7 'e(#)#on: No )t"ate73 #) !u")ue' unt#% #t !a))e) the te)t o6

(on)u+e" "e)ea"(h: E$e"3 a)!e(t o6 a +a"&et o66e"#n74 #n(%u'#n7 the natu"e o6

the !"o'u(t #t)e%64 #) '"#$en b3 the nee') o6 !otent#a% (u)to+e"): The )ta"t#n7

!o#nt #) a%.a3) (on)u+e": The "at#ona%e 6o" th#) a!!"oa(h #) that the"e #) no

!o#nt )!en'#n7 RD 6un') 'e$e%o!#n7 !"o'u(t) that !eo!%e .#%% not bu3:

H#)to"3 atte)te' to +an3 !"o'u(t) that .e"e (o++e"(#a% 6a#%u"e #n )!#te o6 be#n7

te(hno%o7#(a% b"ea&th"ou7h):

Cu!tomer 6o+a't+$%

It ta&e) a %ot %e)) +one3 to #n("ea)e 3ou" "etent#on o6 (u""ent than to

6#n' ne. one) but I &no. I 'on*t 7#$e #t a) +u(h e66o"t a) I )hou%' be(au)e #t

'oe) ta&e a %ot o6 ene"73 an' e66o"t:

42 | P a g e



CHAPTER

SCOPE AND

O83ECTIVE O- THE

STUD&

43 | P a g e



SCOPE O- THE STUD&

A) %ea"n#n7 #) a hu+an a(t#$#t3 an' #) a) natu"a%4 a) b"eath#n7: De)!#te o6

the 6a(t that %ea"n#n7 #) a%% !e"$a)#$e #n ou" %#$e)4 !)3(ho%o7#)t) 'o not a7"ee on

ho. %ea"n#n7 ta&e) !%a(e: Ho. #n'#$#'ua%) %ea"n #) a +atte" o6 #nte"e)t to

+a"&ete"): The3 .ant to tea(h (on)u+e") #n the#" "o%e) a) the#" "o%e) a)

(on)u+e"): The3 .ant (on)u+e") to %ea"n about the#" !"o'u(t)4 !"o'u(t

att"#bute)4 !otent#a% (on)u+e") bene6#t4 ho. to u)e4 +a#nta#n o" e$en '#)!o)e o6

the !"o'u(t an' ne. .a3) o6 beha$#n7 that .#%% )at#)63 not on%3 the (on)u+e"*)

nee')4 but the +a"&ete"*) obje(t#$e):

The )(o!e o6 +3 )tu'3 #) "e)t"#(te' to the u"ban !o!u%at#on o6 Raj!u"a

an' VERKA 'a#"3 !"o'u(t) on%3:

O83ECTIVE O- THE STUD&

a: To )tu'3 ho. 6"e9uent%3 !eo!%e u)e 'a#"3 !"o'u(t)

b: To &no. the +o)t !"e6e""e' (o+!an3 6o" bu3#n7 'a#"3 !"o'u(t)

(: To )tu'3 the )at#)6a(t#on %e$e% o6 (u)to+e" "e7a"'#n7 Ve"&a

!"o'u(t):

': To )tu'3 the 6a(to") a66e(t#n7 the (on)u+!t#on !atte"n.

44 | P a g e



CHAPTER 2

RESEARCH

,ETHODO6O/&

45 | P a g e



RESEARCH ,ETHODO6O/&

Re)ea"(h "e6e") to a )ea"(h 6o" &no.%e'7e: Th#) "e)ea"(h 'e6#ne) the

!"ob%e+) o6 "eta#%e") an' !e"(e!t#on o6 (#t#<en):

Re)ea"(h (o+!"#)e) 'e6#n#n7 an' "e'e6#n#n7 !"ob%e+)4 6o"+u%at#n7

h3!othe)#) o" )u77e)te' )o%ut#on); (o%%e(t#n74 o"7an#<#n7 an' e$a%uat#n7 'ata;

+a&#n7 'e'u(t#on) an' "ea(h#n7 (on(%u)#on); an' at %a)t (a"e6u%%3 te)t#n7 the

(on(%u)#on) to 'ete"+#ne .eathe" the3 6#t the 6o"+u%at#n7 h3!othe)#):

It !"e)ent) the "e)ea"(h 'e)#7n4 )a+!%#n7 !"o(e'u"e4 too%) o6

#n$e)t#7at#on4 (o%%e(t#on o6 'ata an' the %#+#tat#on) o6 the )tu'3:

RESEARCH DESI/N$%

A 'e)("#!t#$e "e)ea"(h 'e)#7n .#%% be u)e' 6o" the !"e)ent )tu'3: S#n(e

the )tu'3 #) not to 6#n' "e%at#on)h#! bet.een $a"#ou) 6a(to") but to '"a.

#n6e"en(e) about (au)at#on: The 'e)#7n .#%% be u)e' to !"o'u(e a !#(tu"e o6 the6a(to") .h#(h a66e(t "eta#%e") an' (on)u+e") to !u"(ha)e the !"o'u(t:

46 | P a g e



DATA CO66ECTION

Source! o Data Co''ection$

Primar+ data P"#+a"3 'ata .#%% be obta#ne' th"ou7h 9ue)t#onna#"e:

The 9ue)t#onna#"e #) 'e)#7ne' &ee!#n7 #n $#e. the obje(t#$e) o6 the

)tu'3: It (onta#n) both o!en en'e' an' (%o)e en'e' 9ue)t#on):

ue)t#onna#"e .#%% be 6#%%e' b3 the (#t#<en):

Secondar+ data$ %Se(on'a"3 'ata .#%% be obta#ne' 6"o+ ne.)!a!e")4

boo&)4 annua% "e!o"t) o6 Ve"&a an' 6"o+ #nte"net:

Sample design:-

Population /r%a #o#!$atio o a)#!ra

Sampling unit Peo#$e !sig #rod!cts o a)#!ra.

Sample Size 100 res#odets

Sampling Technique o#ro%a%i$ity: oveiece

sam#$ig

47 | P a g e



CHAPTER 4

DATA ANA6&SIS

AND

INTERPRETATION

48 | P a g e



DATA ANA6&SIS AND INTERPRETATION

=1% Do +ou u!e dair+ (roduct!

e) , - No , -

TA86E 1.1

Attri"ute Num"er o Re!(ondent!

Yes />>

No >

Tota' 1;;

-I/URE 1.1

INTERPRETATION% S#n(e on%3 tho)e "e)!on'ent) .ho u)e 'a#"3

!"o'u(t) .e"e 9ue)t#one'4 the"e6o"e nu+be" "e)!on'ent) .ho u)e 'a#"3

!"o'u(t) a"e />>: A !e")on .ho #) not u)#n7 the 'a#"3 !"o'u(t) #) not(on)#'e"e':

49 | P a g e

100%

0%

0

20

40

60

80

100

120

Yes No

N o

o f r e s p o n d e n t s



=0 hich Com(an+J! dair+ (roduct! do +ou u!e P'ea!e ran#.

Ve"&a , - Ne)t%e , - A+u% , -

on'e" , - Rajat , - Utta+ , -

Othe")

TA86E 0.1

Com(an+ No. o Re!(ondent!

Ve"&a 1>

Ne)t%e 0

A+u% 1

on'e" =

Rajat =

Utta+

Tota' 1;;

-igure 0.1

:

INTERPRETATION$ % It #) (%ea" 6"o+ the 6#7u"e that !eo!%e !"e6e"

Ve"&a +o"e than othe") (o+!an#e): 1>@ (on)u+e") u)e the !"o'u(t) o6

50 | P a g e



Ve"&a on 6#")t nu+be" be(au)e the3 th#n& that the !"o'u(t) o6 Ve"&a)

a"e 6"e)h an' #t #) a %o(a% (o+!an3: On%3 0@ a"e the (on)u+e") o6

ne)t%e4 1@ a"e the (on)u+e") !"e6e" A+u% on 6#")t nu+be": On%3 :0@

(on)u+e") u)e .on'e"4 "ajat an' Utta+ on 6#")t nu+be":

= P'ea!e tic# the name o the Ver#a (roduct! u!ed "+ +ou

F%a$ou"e' M#%& , - F%a$ou"e' La))# , -

Man7o Ra))#%a , - o7he"t F"u#t D"#n& , -

Cu"' , - Chee)e , -

Khee" , - Kaju P#nn# , -

TA86E .1

Name o the (roduct No. o re!(ondent! @in B

F%a$o"e' +#%& ??

F%a$o"e' %a))# /=

Man7o Ra))#%a /5

o7he"t 6"u#t '"#n& 1

Cu"' /=

Chee)e 1

Khee" 5

Kaju P#nn# /?

Tota' 1;;

-I/URE .1

51 | P a g e



INTERPRETATION$ % It #) (%ea" 6"o+ the 6#7u"e that the"e a"e ??@

!eo!%e .ho !u"(ha)e the 6%a$o"e' M#%& +o)t%3: The"e a"e /=@ !eo!%e

.ho !u"(ha)e the 6%a$o"e' %a))#4 /5@ !eo!%e !u"(ha)e +an7o "a))#%a4

1@ !eo!%e u)e o7he"t 6"u#t '"#n&4 /=@ !eo!%e !u"(ha)e (u"'4 1@

!eo!%e !u"(ha)e (hee)e4 an' 5 !eo!%e !u"(ha)e Khee" an' /?@ !eo!%e

%#&e to !u"(ha)e Kaju P#nn#:

52 | P a g e



=2 HoG oten +ou u!e the dair+ (roduct! o Ver#a

On(e #n a .ee& , - Mo"e than on(e #n a .ee& , -

On(e #n a +onth , - Mo"e than on(e #n a +onth , -

O((a)#ona%%3 , -

TA86E 2.1

Con!um(tion No. o re!(ondent!

On(e #n a .ee& 1

Mo"e than on(e #n a .ee& 5>

On(e #n a +onth ?

Mo"e than on(e #n a +onth ?1

O((a)#ona%%3

Tota' 1;;

-I/URE 2.1

INTERPRETATION$ It #) (%ea" 6"o+ the 6#7u"e that 1 (on)u+e") !u"(ha)e

the +#%& !"o'u(t) on(e #n a .ee&4 5> (on)u+e") !u"(ha)e the +#%& !"o'u(t)

53 | P a g e



+o"e than on(e #n a .ee&4 ? (on)u+e") !u"(ha)e the +#%& !"o'u(t) on(e #n a

+onth4 ?1 (on)u+e") !u"(ha)e the +#%& !"o'u(t) +o"e than on(e #n a +onth

an' (on)u+e") !u"(ha)e the +#%& !"o'u(t) o((a)#ona%%3:

=4 HoG much Fuantit+ do +ou u!e a((roimate'+ in a month

54 | P a g e



>/> , - />?> , -

?>2> , - abo$e 2>, -

TA86E 4.1

=uantit+ o tetra (ac#! No. o re!(ondent!

>/>

/>?> /

?>2> 1>

Abo$e 2>

Tota' 1;;

-I/URE 4.1

INTERPRETATION$ % It #) (%ea" 6"o+ the 6#7u"e that the"e a"e on%3

(on)u+e") .ho bu3 the Ve"&a tet"a !a(&),>/>- #n a +onth4/ (on)u+e") bu3

the tet"a !a(&),/>?>- #n a +onth4 1> (on)u+e") bu3 the !a(&et),?>2>- o6 +#%&

!"o'u(t) #n a +onth an' (on)u+e") bu3 the !a(&et) abo$e 2> #n a +onth:

=5 hat actor! do +ou con!ider Ghi'e (urcha!ing the Ver#a dair+

(roduct!

P"#(e , - ua%#t3 , -

55 | P a g e



Ta)te , - B"an' , -

TA86E 5.1

-actor! No. o re!(ondent!

P"#(e ??

ua%#t3 =

Ta)te /

B"an' /=

Tota' 1;;

-I/URE 5.1

INTERPRETATION The abo$e tab%e an' 7"a!h )ho.) that ?? (on)u+e")

a"e )at#)6#e' .#th the !"#(e o6 the +#%& !"o'u(t)4 = (on)u+e") a"e )at#)6#e' .#th

the 9ua%#t3 o6 +#%& !"o'u(t)4 / (on)u+e") a"e )at#)6#e' be(au)e o6 ta)te o6 the

!"o'u(t) an' /= (on)u+e") %#&e to bu3 the !"o'u(t) be(au)e o6 b"an' na+e:

=7 HoG much are +ou !ati!ied Gith the u!e o Ver#a mi'# (roduct!

Ve"3 )at#)6#e' , - Sat#)6#e' , -

Neut"a% , - D#))at#)6#e' , -

TA86E 7.1

56 | P a g e



Sati!action 6e?e' No. o re!(ondent!

Ve"3 Sat#)6#e' ?

Sat#)6#e' 55

Neut"a% 5

D#))at#)6#e'

Tota' 1;;

-I/URE 7.1

INTERPRETATION The abo$e tab%e an' 7"a!h )ho.) that the ?

(on)u+e") a"e $e"3 )at#)6#e' .#th the Ve"&a +#%& !"o'u(t)4 55 (on)u+e") a"e

)at#)6#e' on%34 5 (on)u+e") a"e neut"a% an' on%3 (on)u+e") a"e not )at#)6#e'

.#th the Ve"&a +#%& !"o'u(t):

CHAPTER 5

57 | P a g e



-INDIN/S

O-

THE STUD&

-INDIN/S O- THE STUD&

Con)u+e") %#&e to !u"(ha)e Ve"&a !"o'u(t) +o"e than on(e #n a .ee&:

Con)u+e") !"e6e" to !u"(ha)e Ve"&a 'a#"3 !"o'u(t) than othe"(o+!an3*) !"o'u(t):

58 | P a g e



Mo)t o6 the (on)u+e") a"e )at#)6#e' .#th the u)e o6 Ve"&a !"o'u(t:

Con)u+e") !"e6e" to !u"(ha)e Ve"&a !"o'u(t) be(au)e o6 bette" 9ua%#t3:

59 | P a g e



CHAPTER 7

RECO,,ENDATIONS

AND

SU//ESTIONS

SU//ESTIONS AND RECO,,ENDATIONS$%

Th#) (ha!te" !"e)ent) the "e(o++en'at#on) o" )u77e)t#on)4 the)e a"e

60 | P a g e



• The 6#")t )u77e)t#on #) #+!"o$#n7 the a'$e"t#)e+ent a7en'a: Mo"e

e%e(t"on#( +e'#a a'$e"t#)e+ent .ou%' he%! Ve"&a to #n("ea)e #t) )a%e):

• The !a(&#n7 o6 the tet"a !a(&) o6 Ve"&a )hou%' be a((o"'#n7 to the

!a(&#n7 o6 Co&e4 L#+(a4 F"u#t3 an' Pe!)#:

• The (o+!an3 )hou%' e+!ha)#<e on !"o+ot#ona% )(he+e) an' +a"&et#n7

a(t#$#t#e):

• The (o+!an3 )hou%' 6o(u) on the 9ua%#t3 an' a%)o +a#nta#n #t:

• Sa%e) !"o+ot#on )(he+e) 6o" the (on)u+e") )hou%' be +a'e:

CHAPTER 9

CONC6USION61 | P a g e



CONC6USION

Ba)e' on the 'eta#%e' ana%3)#) an' #nte"!"etat#on ,'one #n !"e$#ou)

(ha!te"- o6 the 'ata (o%%e(te'4 th#) (ha!te" !"e)ent) a )u++a"3 o6 the "e)ea"(h

th"ou7h the 6o%%o.#n7 (on(%u)#on) "e%ate' to the a"ea o6 )tu'3

• Ve"&a ha) 7oo' b"an' #+a7e: Othe" b"an') %#&e Ne)t%e4 A+u% a"e %o.e"

than the Ve"&a: Con)u+e") !"e6e" Ve"&a +o"e than othe" b"an') be(au)e

#t #) a %o(a% (o+!an3:

• The"e a"e 55 "e)!on'ent) .ho a"e )at#)6#e' .#th the u)e o6 !"o'u(t):

• Mo)t%3 (on)u+e") !"e6e" 6%a$o"e' +#%& than an3 othe" !"o'u(t):

• Mo)t%3 (on)u+e") %#&e to bu3 the !"o'u(t) be(au)e o6 bette" 9ua%#t3:

62 | P a g e



• Con)u+e") u)e Ve"&a !"o'u(t) 'a#%34 .ee&%3 an' +onth%3: But the"e a"e

"a"e (on)u+e") .ho u)e the)e !"o'u(t) o((a)#ona%%3:

CHAPTER 9

6I,ITATIONS

O- THE STUD&

63 | P a g e



6I,ITATIONS O- THE STUD&

/: The )tu'3 #) unab%e to e)(a!e the u)ua% %#+#tat#on) 'ue to (on)t"a#nt) o6 T#+e4 Mone3 an' othe" "e)ou"(e):

?: The "e)!on)e o6 "e)!on'ent) +a3 o" +a3 not "e!"e)ent the#" o.n

"e)!on)e):

2: Mo)t o6 the "e)!on'ent) .e"e bu)3 .#th the#" o.n "out#ne an' the3

ha$e no o" %e)) t#+e to 6#%% u! the 9ue)t#onna#"e:

4. So+e o6 the un#t) #n the )a+!%e +a3 not be the t"ue "e!"e)entat#$e) o6

the !o!u%at#on:

64 | P a g e



8I86IO/RAPH&

65 | P a g e



8I86IO/RAPH&

• Kotha"#4 C:R:4 Re)ea"(h Metho'o%o73 , ?n' e'4 #)h.a P"a&a)han4 ?>>2

• Kat%e"4Ph#!%#!4 Ma"&et#n7 Mana7e+ent4 //th e'4 Pea")on E'u(at#on4

?>>2

• Se8ena4 Rajjan4 Ma"&et#n7 Mana7e+ent4 /)t e':4 Tata M("a. h#%%4 /001:

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66 | P a g e



ANNEURE

=UESTIONNAIRE

67 | P a g e



/ Do 3ou u)e the 'a#"3 !"o'u(t)

e) , - No , -

? h#(h Co+!an3*) 'a#"3 !"o'u(t) 'o 3ou u)e P%ea)e "an&:

Ve"&a , - Ne)t%e , - A+u% , -

on'e" , - Rajat , - Utta+ , -

Othe")

2 P%ea)e t#(& the na+e o6 the !"o'u(t) u)e' b3 3ou

F%a$ou"e' +#%& , - F%a$ou"e' %a))# , -

Man7o Ra))#%a , - o7he"t 6"u#t '"#n& , -

Cu"' , - Chee)e , -

Khee" , - Kaju P#nn# , -

I6 othe" !%ea)e )!e(#63

Ho. o6ten 'o 3ou u)e the !"o'u(t) o6 Ve"&a +ent#one' be%o.

On(e #n a .ee& , - Mo"e than on(e #n a .ee& , -

On(e #n a +onth , - Mo"e than on(e #n a +onth , -

O((a)#ona%%3 , -

= Ho. +u(h 9uant#t3 'o 3ou u)e a!!"o8#+ate%3 #n a +onth

68 | P a g e



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