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A MAJOR PROJECT REPORT
ON
‘‘Consumer Satisfaction from Mother Dairy Product Offerings”
S!M"TTED "N T#E PART"A$ %$%"$$MENT %OR T#E A&ARD O%
T#E DE'REE O% !AC#E$OR "N !S"NESS ADM"N"STRAT"ON
NDER T#E '"DANCE O%(
Mrs) Poo*a +a,ra Jain
Assistant Professor- RD"AS
S!M"TTED !.(
Name of the Student( A/ash Sharma
Enro,,ment No)( 01012301415
!!A- Semester 6th
!atch 7015 8 7016
R+M"N" DE9" "NST"TTE O% AD9ANCED STD"ES
NAAC Accredited, ‘ A’ Grade
Category A+ Institute, An ISO 9001: 2008 Certiied Institute! A"CTE A::ro;ed- Affi,iated to ''S"P<
7A = 7!- Madhu>anCho?/- Outer Ring Road- Phase81- De,hi81100@2
Phone( 011874@6236- 74@64501 %aB( 011874@64717
E8mai,( adminrdias)ac)in- &e>site( ???) Rdias)ac)in
Mem>er of AMD"SA- A"MA- CS"- C""- DE$NET- %"CC"- TiE8De,hi NCR
mailto:[email protected]:[email protected]:[email protected]
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TA!$E O% CONTENT
S.NO. Particulars Page No.
1. Students declaration 3
2. Certificate of Guide 4
3. Acknowledgement 5
4. Ca!ter 1"Plan of te Stud#
1.1 $ntroduction of te to!ic
1.2 O%&ecti'es of te stud#
1.3 (iterature re'iew
)"1*
5. Ca!ter 2" Com!an# Profile 1+"31
).. Ca!ter3",esearc -etodolog#
3.1,esearc metodolog# of te stud#
3.2Source of data collection
3.3 -etod of data collection
32"3+
*. Ca!ter 4"ata Anal#sis / $nter!retation 30"5
+. Ca!ter 5"indings / Conclusions 51"53
0.. Ca!ter )"Suggestion ,ecommendation 54"5)
1. i%liogra!# 5*
11. Anneure" 6uestionnaire 5+"50
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STDENT‘s DEC$ARAT"ON
7is is to certif# tat $ a'e com!leted te Pro&ect titled Consumer Satisfaction of Mother
Dairy 8 under te guidance of 8 -rs.Poo&a 9alra :ain; in te !artial fulfillment of te
re6uirement for te award of te degree of 8acelor in usiness Administration; from
8,ukmini e'i $nstitute of Ad'anced Studies< New eli.;
7is is an original work and $ a'e not su%mitted it earlier elsewere.
Name of the Student8 A/ash Sharma
Enro,,ment No) 01012301415
C,ass = Section8 !!AFM< Sem) 6
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CERTIFICATE OF GUIDE
7is is to certif# tat te !ro&ect titled Consumer Satisfaction of Mother Dairy” is an
academic work done %# 8A/ash Sharma; su%mitted in te !artial fulfillment of te
re6uirement for te award of te degree of 8acelors in usiness Administration; from
8,ukmini e'i $nstitute of Ad'anced Studies< New eli.; under m# guidance and direction.
7o te %est of m# knowledge and %elief te data and information !resented %# im in te
!ro&ect as not %een su%mitted earlier elsewere
Name of the Faculty- Mrs. Pooja alra !a"#
Des"$#at"o# of the Faculty- Ass"sta#t Professor% RDIA&
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ACNO'(EDGEMENT
$ offer m# sincere tanks and um%le regards to ,ukmini e'i $nstitute Of Ad'anced
Studies< GGS$P =ni'ersit#< New eli for im!arting us 'er# 'alua%le !rofessional training in
A.
$ !a# m# gratitude and sincere regards to Mrs) Poo*a +a,ra Jain”- m# !ro&ect Guide for
gi'ing me te cream of er knowledge. $ am tankful to er as se as %een a constant source
of ad'ice< moti'ation and ins!iration. $ am also tankful to er for gi'ing er suggestions and
encouragement trougout te !ro&ect work.
$ take te o!!ortunit# to e!ress m# gratitude and tanks to our com!uter (a% staff and
li%rar# staff for !ro'iding me o!!ortunit# to utili>e teir resources for te com!letion of te
!ro&ect.
$ am also tankful to m# famil# and friends for constantl# moti'ating me to com!lete te
!ro&ect and !ro'iding me an en'ironment wic enanced m# knowledge.
Name of the Student8 A+AS# S#ARMA
Enro,,ment No) 01012301415
C,ass = Section8 !!A8 9" Morning Shift
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C#APTER 1
P$AN O% T#E STD.
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1)1 "ntroduction
7e dair# sector in te $ndia as sown remarka%le de'elo!ment in te !ast decade and $ndia as
now %ecome one of te largest !roducers of milk and 'alue"added milk !roducts in te world.
7e dair# sector as de'elo!ed troug co"o!erati'es in man# !arts of te countr#. uring 100*"
0+< te States ?eli"@ar#ana"=ttar Prades ad 1*5*4 million tones !roduction ca!acit#<
wic rose to 20*10 million tons %# te #ear 212. $n addition to man# !rocessing !lants< man#
go'ernment co"o!erati'e societies and cilling centers a'e %eing made.
A>out the "ndian dairy "ndustry
$n $ndia< te dair# sector !la#s an im!ortant role in te countr#Bs socio"economic de'elo!ment
and constitutes an im!ortant segment of te rural economic.
air# industr# !ro'ides li'eliood to millions of omes in 'illage< assuring su!!l# of 6ualit# of
milk and milk !roducts to %ot ur%an and rural areas. it 'iew to kee!ing !ace wit te
countr#Bs increasing demand of milk and milk !roducts< te industr# as %eing growing ra!idl#.
According to researc re!ort 8$ndian air# $ndustr# Anal#sis; $ndia is worldBs largest milk !roducers accounting of around 1*D of te glo%al milk !roduction. esides< $ndia is also one of
largest consumers of milk and milk !roducts. ue to ric nutritional 6ualities< te consum!tion
of dair# !roduct as %eing growing e!onentiall# in te countr#< and considering suc facts and
figures< m# stud# antici!ates tat te milk !roduction in $ndia will grow at a CAG, of around
4D during 212 to 215.
it rising use of dair# !roduct< te secondar# market of dair# !roduct as %een flourising< m#
re!ort o%ser'ed.
Co'ering te necessar# as!ects of te $ndian dair# industr#< te stud# facilitates knowledge a%out
its current market scenario and future growt. Anal#>ing te !ast and current state of te
industr#< te re!ort tries to find out ow trends like te entr# of international com!anies and
!ackaging are attracting te consumers and eeding towards furter growt in te market. 7is
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wa#< it !resent a clear !icture of te direction< in wic te industr# is likel# to !roceed in te
coming #ears.
7e go'ernment is taking se'eral initiati'es and running !lans and !rograms like National iar#
Plan and $ntensi'e air# e'elo!ment Program to meet te growing demand for milk in te
countr#. Our re!ort talks a%out suc scemes< and go'ernment regulations to !resent an o%&ecti'e
and %alanced !icture of te industr#.
7e stud# also discusses te o!!ortunities and strengts of te dair# market in a com!lete SO7
anal#sis< and !ro'ides an insigt into te com!etiti'e landsca!e. e o!e tat our
com!reensi'e researc will el! clients align teir %usiness strategies as !er market d#namics<
and make sound in'estment decisions.
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A!OT NDD!
National air# e'elo!ment oard ?N was founded to re!lace...
E!loitation wit em!owerment.
7radition wit modernit#.
Stagnation wit growt.
An instrument for te de'elo!ment of $ndiaBs rural transforming dair#ing into an instrument for
te de'elo!ment of $ndiaBs rural !eo!le. Prior to N< te milk market was 'astl# go'erned %#
local !ri'ate dair# and tese dairies were neiter !roducing milk nor te# were animal %reeders
and ence law of demand and su!!l# was uneard %# tose wose intentions were !urel# to
make more mone# from %ot te sides F tat is from !roducers of milk ?farmers and consumers
at large. Esta%lisment of N %roke tat s!ell and traders were side lined in due course.
7e National air# e'elo!ment oard was created in !romote< finance and su!!ort !roducer"
owned and controlled organi>ations. NBs efforts are co"o!erati'e !rinci!les and te Anand
Pattern of Co"o!eration
Phi,oso:hy of NDD!
Co"o!eration is te !referred form of enter!rise< gi'ing !eo!le control o'er te
resources< troug democratic self go'ernance. All %eneficiaries< !articularl# women and under !ri'ileged< must %e in'ol'ed in
co"o!erati'e management and decision making. 7ecnological and e'olution searc for %etter wa# to acie'e te o%&ecti'e in te
d#namic market.
7e N was created in 10)5< fulfilling te desire of te Prime -inister of $ndia F te late (al
aadur Satri F to etend te success of te 9aira Co"o!erati'e -ilk Producers union ?Amul
to oter !arts of $ndia.
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7at success com%ined te wisdom and energ# of farmers wit !rofessional management to
successfull# ca!ture li6uid milk and milk !roduct markets wile su!!orting farmer in'estment
wit in!uts and ser'ices.
N %egan its o!erations wit te mission of making dair#ing a 'eicle to a %etter future for
millions of grassroots milk !roducers. 7e mission acie'ed trust and direction wit te
launcing of 8O!eration lood;< a !rogramme etending o'er 2) #ears and wic used orld
ank loan to finance $ndiaBs emergence as te worldBs largest milk !roducing nation. O!eration
loodBs tird !ase was com!leted in 100) and as to its credit a num%er of significant
acie'ements.
As on -arc 21< $ndiaBs 0)
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O!eration lood as %een one of te worldBs largest rural de'elo!ment !rogrammes. $t was
started %# $ndiaBs National air# e'elo!ment oard ?N in 10*. One of te largest of its
kind< te !rogramme o%&ecti'e was to create a nationwide milk grid.
O:eration %,ood strategy
7e %edrock of O!eration lood as %een 'illage milk !roducersB coo!erati'es< wic !rocure
milk and !ro'ide in!uts and ser'ices< making modern management and tecnolog# a'aila%le to
mem%ers. O!eration loodBs o%&ecti'es includedI
• $ncrease milk !roduction ?8a flood of milk;
• Augment rural incomes
• ,easona%le !rices for consumers
• Programme $m!lementation
"m:,ementation of O:eration %,ood
O!eration lood was im:,emented in three :hases.
Phase "
Pase $ ?10*"10+ was financed %# te sale of skimmed milk !owder and %utter oil gifted %#
te Euro!ean =nion ten EEC troug te orld ood Programme. N !lanned te
!rogramme and negotiated te details of EEC assistance.
uring its first !ase< O!eration lood linked 1+ of $ndiaBs !remier milk seds wit consumers
in $ndiaBs four ma&or metro!olitan citiesI eli< -um%ai< 9olkata and Cennai.
Phase ""
O!eration loodBs Pase $$ ?10+1"+5 increased te milk seds from 1+ to 13) 20 ur%an
markets e!anded te outlets for milk. # te end of 10+5< a self"sustaining s#stem of 43
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all of te increase coming from dairies set u! under O!eration lood. $n tis wa# EEC gifts and
orld ank loan el!ed to !romote self"reliance. irect marketing of milk %# !roducers
coo!erati'es increased %# se'eral million litres a da#.
Phase """
Pase $$$ ?10+5"100) ena%led dair# coo!erati'es to e!and and strengten te infrastructure
re6uired to !rocure and market increasing 'olumes of milk. Heterinar# first"aid ealt care
ser'ices< feed and artificial insemination ser'ices for coo!erati'e mem%ers were etended< along
wit intensified mem%er education.
O!eration loodBs Pase $$$ consolidated $ndiaBs dair# coo!erati'e mo'ement< adding 3
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2. 7is re'olution followed te $ndian Green ,e'olution and el!ed in accelerating organic<
decentrali>ed de'elo!ment across te %oard< alle'iating !o'ert# %# offering gainful
em!lo#ment< and also !ro'iding access to %etter nutrition.
3. O!eration lood as el!ed dair# farmers direct teir own de'elo!ment< !lacing control
of te resources te# create in teir own ands.
4. A National -ilk Grid links milk !roducers trougout $ndia wit consumers in o'er *
towns and cities< reducing seasonal and regional !rice 'ariations wile ensuring tat te
!roducer gets fair market !rices in a trans!arent manner on a regular %asis.
1)7 O>*ecti;es of study
• 7o find te acce!ta%ilit# of te !roduct offerings %# -oter air#.
• 7o e!lore te reasons for consumers switcing o'er to com!etitors !roduct.
• 7o stud# te le'el of consumers satisfaction of te !roduct.
• 7o determine te factors influencing %u#ing decisions of consumers.
1)5 $iterature re;ie?
Consumer satisfaction an o'er'iew
eter te %u#er is satisfied after !urcase de!ends on te office !erformance in relation to
te %u#ers e!ectations. $n general satisfaction is a !ersons feeling of !leasure or
disa!!ointment resulting from com!aring a !roduct !ercei'ed !erformance in relation to iser
e!ectations.
As tis definition makes clear< satisfaction is a function of recei'ed !erformance and
e!ectation. $f te !erformance falls sort of e!ectations te consumer is dissatisfied. $f te
!erformance matces te e!ectations< te consumer is satisfied. $f te !erformance eceeds
e!ectations te customer is igl# satisfied or deligted.
-an# com!anies are aiming for satisfaction %ecause customers wo are &ust satisfied still find it
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eas# to switc wen a %etter offer comes along. 7ose wo are igl# satisfied are muc less
read# to switc. @ig satisfaction or deligt creates an emotional affinit# wit te %rand< not
&ust a rational !reference. 7e result is ig customer lo#alt#. or consumer centered com!anies
consumer satisfaction is %ot a goal and a marketing tool. Com!anies tat acie'e ig
consumer satisfaction rating make sure tat teir target market knows it.
u#ing moti'es
A !erson as man# needs at a gi'en time. Some needs are %iogenic need wile some oters are
!s#cogenesis.
iogenic needsI Needs wic arise from !s#cological state of tension like unger<
discomforta%le etc.
Ps#cogenicI Needs< wic arise from !s#cological state of tension like need for recognition<
esteem< %elongingness etc.
A need %ecomes a moti'e wen it is aroused to a sufficient le'el of intensit#. So a moti'e can %e
defined 8as a need tat is sufficientl# !ressing to dri'e te !erson to act moti'e wic induce a
!erson to !urcase a !roduct are called %u#ing moti'es;.
Generall# indi'iduals are moti'ated to %u# %ecause of eternal and internal moti'e. Eternal
moti'es are outside one for eg. $ncome< culture< occu!ation etc. $nternal moti'es are tose
wic originated in te mind of !eo!le. 7e# ma# %e eiter !s#cogenic and !s#cogenic.
u#ing moti'es can %e classified as
Ecorelated moti'esI or eam!le te desire for a %etter self image or a desire for a state among
oneBs !eers.
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Emotional moti'esI or eam!le attraction for o!!osite se< lo'e and affection for oters< social
assistance< satisfaction of !ride.
,ational moti'esI moti'es tat generate %ecause te feeling of gaining economic< efficienc# and
de!ended.
Patronage moti'esI 7e moti'es< wic e!lain w# a consumer !urcases a !roduct onl# from
one seller. $m!ortant !atronage moti'es are !rice< location< 6ualit#< ser'ice etc.
7e moti'es wic e!ress w# consumers !urcase te !roduct onl# from one seller.
u#ing moti'es can %e e!lained on te %asis of te following teor# of moti'ation.
1< -aslowBs need ierarc# teor#
a< Ps#cological need?food< water
%< Securit# and safet# needs?securit# / !rotection
c< Social needs?sense of %elongings< lo'e
d< Esteem needs?self esteem< recognition
e< Self actuali>ation need?self de'elo!ment/ reali>ation
2< @er>%erg two factor teor#
issatisfierBsI 7at goes dissatisfaction and satisfiers tat goes satisfaction.
7ools for measuring consumer satisfaction
1< Com!laint and suggestion s#stem
A consumer centered organi>ation makes it eas# for its consumers to deli'er# suggestions
and com!laints. 7is information on flow !ro'ides te com!an# wit man good ideas and
ena%les tan to act more ra!idl# to te resource !ro%lems.
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2< Consumer satisfaction sur'e#s
Certain consumers cannot use com!laint cell a measure of consumer satisfaction.
,es!onsi'e consumers o%tained a direct measure of consumer satisfaction %# conducting
!eriodic sur'e#s.
3< Gost so!!ing
Com!anies can ire !ersons to !ost as !otential %u#ers to re!ort teir finding on strong and
week !oints< te e!eriences in %eing com!an# and com!etiti'e !roducts.
4< Cost customer anal#sis
Customer sould contact wo a'e sto!!ed %u#ing or wo a'e switced to oter su!!lies
to learn w# tis a!!ened.
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C#APTER87
COMPAN. PRO%"$EG
"NDSTR. PRO%"$E
MOT#ER DA"R.
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J-oter air#J is te single largest %rand of milk in $ndia as well as in Asia< marketing a%out
4.45 million litres of milk !er da#. -oter air# commands )2D market sare in te organi>ed
sector in and around eli< !rimaril# %ecause of consistent 6ualit# and ser'ice F wate'er %e te
crisis " floods< trans!ort< strike< curfew etc. -oter air#< Pat!argan&< eli< is !resentl#
manufacturing / selling around +.5 lak litres of toned milk troug %ulk 'ending so!s.
-oter air#< eli is an $S$SO " 01I2 and @a>ard Anal#sis Critical Control Points
?@ACCP and $S"141I100) En'ironment -anagement S#stem ?E-S Certified organisation.
-oter air# was te first air# in te countr# to im!lement $SO"1431
?En'ironment Performance E'aluation !ro&ect. 7e com!an#Bs Kualit# Assurance (a%orator# is
$SO$EC" 1*25I1000 certified %# NA( ?National Accreditation oard for 7esting and
Cali%ration (a%orator#< e!artment of Science / 7ecnolog#< $ndia.
7is !ro'ides assurance to consumer in res!ect of Kualit# and Safet# of !roducts manufactured
and marketed %# -oter air#.
7e National air# e'elo!ment oard ?N commissioned -oter air# in te first !ase
of O!eration lood in 10*4. Considering te success of air# industr# N esta%lised ruit
/ Hegeta%le Pro&ect in eli in 10++ wit JSAA(J as its um%rella %rand.
it a 'iew to se!arating te commercial acti'ities from de'elo!mental acti'ities< te N
merged -oter air# and te ruit / Hegeta%le !ro&ect into a woll# owned com!an# named
-oter air# ruit / Hegeta%le (td ?-H( in A!ril 2. 7is %ecomes te olding
com!an# of -oter air# $ndia (td ?-$( F a marketing com!an# and -oter air# oods
Processing (td ?-P( F a !rocessing com!an#. -P( is a multi unit com!an#< wit units at
'arious locations in $ndia. -oter air#< eli is one of te units of -P(.
7e com!an# is a igl# trusted ouse old name for its wide range of milk !roducts like -ilk<
la'oured -ilk< $ce"Cream< ai< (assi< 7a%le utter< air# itner< Gee etc. 7e a!!lication
for te award is %eing made for -oter air#< eli unit.
-oter dair# as taken u! te conce!t of 7otal Producti'e -aintenance ?7P- woleeartedl#.
7e num%er of em!lo#ees in'ol'ed in 9A$LENS and te no. of 9A$LENS !er em!lo#ee are
'er# encouraging. -oter air# is a mem%er of C$$"7P- Clu% and te 9A$LENS done %#
-oter air# em!lo#ees a'e %een selected and !resented in 2nd< 3rd< 4t and 5t National
9ai>en Conferences eld from time to time during te last tree #ears. Our 7P- efforts a'e
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resulted in increase in -7 and decrease in -77,< 6ualit# im!ro'ement< Cost reduction and
reduction in accidents.
-oter air# as recei'ed Jest Producti'it# PerformanceJ award for tree consecuti'e #ears
starting from10+*"++ to10+0"0 and again from1005"0) to100*"100+ from National !roducti'it#
Council and a commendation Certificate for ,a&i' Gandi National Kualit# Award< National
Energ# Conser'ation Award " 24< Oil and Gas Conser'ation Award " 24< $ndian $nno'ation
Award " 24 and Safet# $nitiati'e Award " 25.
O'er te #ears< -oter air# as not onl# ser'ed te dail# need of milk of te consumers of
eli< it as also etended its milk to oter States like @ar#ana< =ttar Prades< -aarastra<
Andra Prades / Gu&arat and is e!anding its wings ra!idl# to ser'e te masses.
Strategicall# located -oter air# %oots across eli and NC, make it con'enient for #ou to
!ick u! #our dail# re6uirement of -ilk< la'oured milk< utter< ai< (assi< Ceese<
CaasM.mout watering $ce Creams.
7e focus is on ke# markets for eac of te categories. $n te curd categor#< te# a'e %een in
eli for a wile now and launced in -um%ai &ust tree monts %ack. 7e# old a ) !er cent
market sare in eli< %ut it is too soon to gauge were we stand in -um%ai.
O>*ecti;es and !usiness Phi,oso:hy of Mother Dairy
7e main stakeolder of -oter air# was te farmer mem%er for wose welfare it eisted.
=nlike oter organi>ations< teir o%&ecti'e is not to maimi>e te !rofit. 7e# are more interested
in gi'ing te %est !rice for te farmers for teir milk tan in making a large !rofit. 7us te#
look at te !rice gi'en to teir su!!liers as not a cost %ut as an o%&ecti'e.
-oter air# ad< as its main o%&ecti'e< 8carr#ing out acti'ities for te economic de'elo!ment
of agriculturists %# efficientl# organi>ing marketing of milk and dair# !roduce< agricultural
!roduce in raw andor !rocessed form and oter allied !roduce;.
7is was to %e done trougI
Common %randing
Centrali>ed marketing
Centrali>ed 6ualit# control
Centrali>ed !urcases and
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Pooling of milk efficientl#
-oter air# ad declared< as its %usiness !iloso!#< te followingI
ensure tat milk !roducers and farmers regularl# and continuall# recei'e market !rices %#
offering 6ualit# milk< milk !roducts and oter food !roducts to consumers at com!etiti'e !rices
and u!old institutional structures tat em!ower milk !roducers and farmers troug !rocesses
tat are e6uita%le.
7e %iggest strengt of -oter air# was te trust it ad created in te minds of its consumers
regarding te 6ualit# of its !roducts.
N and its %rand -oter air# stood for guaranteed !urit# of wate'er !roducts it ad
!roduced. Adulteration was sim!l# not done in an# of its !roducts. $n $ndia< were suc trust was
ard to come %#< tis could !ro'ide a central ancor for
-oter air#Bs future %usiness !lans. or more tan 4 #ears -oter air# el!ing to create a
national network as %een ada!ted and etended to oter commodities and areas. 7eir constant
effort to learn and to enric e!erience is central to teir a!!roac and ca!acities.
$n times to come< -oter air# sall stri'e to %ecome a leading !la#er in te food industr# in
$ndia.
The Process Flo) of the Mother Da"ry
Ra).
StandardizationClarifcation
HomogenizationPasteurizationProcessed Milk
DispatchDeep Chilling
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Ra? Mi,/ Rece:tion(
,aw milk recei'ed troug insulated roadrail tankers at a 'er# low tem!erature tus retaining
te fresness of milk. 7e milk goes for more tan 15 stringent 6ualit# tests %efore it is acce!ted
for te !rocessing of milk.
-ilk acie'ed from indi'idual !roducers is cecked for all %asic 6ualit# !arameters meeting te
com!an# s!ecification and re6uired norms at res!ecti'e collection and cilling centres.
-ilk is ten su!!lied to te dair# units troug insulated milk tankers at 4 degree C.
Processing of Mi,/(
Processing of milk is done in %asicall# 4 ste!s
Clarification
Standardi>ation
@omogeni>ation
Pasteuri>ation
ClarificationI
7e cilled milk from te silos goes to te clarifier after !re"eating. 7e clarifier s!ins te milk
at 'er# ig s!eed< remo'ing all te dust !articles tat are in'isi%le to naked e#es.
Standardi>ationI
-ilk from different %reeds of cow and %uffalo ma# 'ar# in its com!osition. @ence< to make -ilk
uniform in com!osition< %efore su!!l# to te market< it is standardi>ed %# raising or lowering its
fat and SN !ercentage !resent in te milk to a desired le'el< so as to deli'er te milk to
consumers as !er !rescri%ed norms of SSA$.
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@omogeni>ationI
$n tis !rocess< te milk is !rocessed at 'er# ig !ressure during wic te large fat glo%ules
!resentl# in milk are %roken down into tin# dro!lets. 7e milk fat gets e'enl# distri%uted in te
milk and milk %ecome witer and ticker. -ilk is omogeni>ed for consumers wo do not like
cream la#er on to!. @omogeni>ation im!ro'es Palata%ilit# of milk and is easil# digesti%le.
Pasteuri>ationI
7e milk is ten !asteuri>ed< named after (ouis Pasteur< a renc Scientist wo in'ented te
!rocess to use in wine. Pasteuri>ation was first a!!lied %# r. Soiet of German#. 7is in'ol'es
eating of milk to *2 degree Celsius for 15 second and ten cooling it down to 4 degree Celsius.
7e !rocess kills all !atogenic %acteria !resent in te milk making. $t makes milk safe for
consum!tion. Pasteuri>ation< unlike %oiling does not affect te nutritional 'alue of te milk.
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A!OT %NCT"ONA$ DEPARTMENTS
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Production De:artment is most im!ortant !art in an# organi>ation< firm< com!an# or co"
o!erati'e sectors. Production can %e made for te middle users or for te end"users ?direct
consumers. Production do te main work of con'erting raw material into semi"finised or
finised goods< it de!ends on wat kind of !roduction te organi>ation is doing.
$n te contet of -oter air#< !eo!le a'e endless demand for milk and milk !roducts.
-O7@E, A$,Q undertakes te !rocurement of milk and its !roduction likewise satisf#ing te
needs and demand of !eo!le. $t estimates te demand and accordingl# !roduction is done for
wic arrangement of ,aw material< finance and !ro'ision for selling is made %# -O7@E,
A$,Q.
7e Production e!artment is interrelated wit te Personnel< inance< and -arketing
e!artment. On an a'erage 3 million litres of milk is !rocessed %# -oter dair#.
Ma*or Products of Mother Dairy(
ollowing are te some milk !roducts tat te -oter air# !roducts and sale in different areas
of eli"NC,.
ull Cream -ilk + lak litres !er da#
Standardised -ilk 1.*5 lak litres !er da#
7oned -ilk 4.3) lak litres !er da#
ou%le 7oned -ilk 2 lak litres !er da#
Skimmed -ilk 4.+0 lak litres !er da#
la'oured milk !ouc 33140 !ouces !er da#
la'oured milk %ottles 31114 %ottles !er da#
Goras cas 14
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7ere are mainl# Eigt ?+ acti'ities done %# te Production e!artment. 7e# are as
followsI
1. ,aw -aterial ,ecei'ing ock
2. Clarification
3. @omogeni>ation
4. Pasteuri>ation
5. Cilling
). Processed -ilk
*. ee! Cilling
+. is!atc $n $nsulated 7ankers
-oter air# as set u! a modern !lant for te !roduction !rocess. $t as esta%lised its !lant in
a modern ig tec st#le wic functions nearl# +D automaticall#.
%acts and %igures
Mi,/ :roduction in "ndia
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0
50
100
150
200
250
00
50
Production !Million "onnes#
Per Capita $%ai&lit'
!gms(da'#
SORCES( e!artment of Animal @us%andr#< Go$
ConclusionI ,ise $n total !roduction ca!acit#" 5D
,ise in Consum!tion ?gmsda#" 3.55D
Production >y Mother Dairy
Sr No O!erational States Kuantit# ?Per a#?-illion
ltrs
1 eli"NC, 3
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2 Saurastra ).5
3 -um%ai *.*5
4 @#dera%ad"@ar#ana"=ttar Prades 2.2
7otal 6)2
Com!arison Cart
7otal Contri%ution %# -oter air# in $ndia"212
M"ll"o# ("ters
Mother Dair'
$mul
ConclusionI
• )+ D of te $ndian market is dominated %# unorganised !la#ers
• -oter dair# can use tis as an o!!ortunit#< and !lan strategies to ca!ture te market.
Per ca:ita month,y Consum:tion = EB:enditure in Mi,/ = Mi,/ Products
N S S -$(9 / -$(9 P,O=C7
,O=N 25t ?10*"10*1
,ural 3.3
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=r%an 5.1
,O=N 2*t ?10*2"10*3
,ural 3.22
=r%an 5.01
,O=N 32nd ?10**"10*+
,ural 5.20=r%an 0.1)
,O=N 3+t ?10+2
,ural +.45
=r%an 15.15
,O=N 42nd ?10+)"10+*
,ural 13.4+
=r%an 23.32
,O=N 43rd ?10+*"10++
,ural 13.)3
=r%an 23.+3
,O=N 44t ?10++"10+0,ural 15.)5
=r%an 2).*4
,O=N 45t ?10+0"100
,ural 1+.35
=r%an 20.53
,O=N 4)t ?100"1001
,ural 10.4
=r%an 32.3*
,O=N 4*t ?:ul#"ec 1001
,ural 21.0
=r%an 3*.21
,O=N 4+t ?:an" ec 1002
,ural 23.
=r%an 42.
,O=N 40t ?:an":une 1003
,ural 23.
=r%an 41.
,O=N 5t ?:ul# 1003":une 1004
,ural 2*.
=r%an 45.
,O=N 51st
?:ul# 1004":ul# 1005,ural 2*.
=r%an 40.
,O=N 52nd ?:ul# 1005":une 100)
,ural 32.3+
=r%an 5).45
,O=N 53rd ?:an"ec 100*
,ural 30.31
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=r%an )2.*5
,O=N 54t ?:an" :une 100+
,ural 3).54
=r%an )4.)3
,O=N 5)t ?:ul# 2" :une 21
,ural 42.0*=r%an *5.0
,O=N 5*t ?:ul# 21":une 22
,ural 41.01
=r%an *5.+2
,O=N 5+t ?:ul# 22" ec 22
,ural 45.34
=r%an *+.10
,O=N 50t ?:an 23" ec 23
,ural 44.)0
=r%an +.3
,O=N )t ?:an 24":une 24,ural 4*.)
=r%an +2.0+
,O=N )1st ?:ul# 24":une 25
,ural 4*.31
=r%an +3.3
,O=N ))t ?:ul# 20":une 21
,ural +.55
=r%an 13*.1
SourcesI (e'els And Pattern of consumer e!enditure< 'arious issues< National Sam!le Sur'e#
Organisation< -inistr# of Statistics / Program im!lementation< 'O".
7us te a%o'e ta%le sows te increase in consum!tion of milk and milk Products< in ,ural and
=r%an $ndia %ot. Per ca!ita montl# consum!tion and e!enditure in milk and milk !roducts
a'e risen since 10* to till date< tus a ma&or o!!ortunit# for milk industr# as well as -oter
air#.
Gra!ical re!resentation from )t National sam!ling sur'e# to )) t Nationals sam!ling sur'e# to
gi'e clear cut idea of te increase in consum!tion and s!ending in rural and ur%an $ndia.
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)ound *0th )ound *1st )ound **th
0
20
+0
*0
,0
100
120
1+0
1*0
)ural )s
-r&an )s
ConclusionI
,ural increases from )t to ))t round is %# )0.22D
=r%an increase from )t
to ))t
round is %# )5.11D
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C#APTER 5
RESEARC#
MET#ODO$O'.
5)1 Research methodo,ogy of the study
Research methodo,ogy is a !rocess to s#stematicall# sol'e te researc !ro%lem. $t ma# %e
understood as a science of stud#ing ow researc is done scientificall#. # a researc stud# as
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%een undertaken< ow te researc !ro%lem as %een defined. $n wat wa# and w# te
#!otesis as %een formulated< wat data a'e %een collected and !articular metod as %een
ado!ted. # !articular tecni6ue of anal#>ing data as %een used and a ost of similar oter
6uestions are usuall# answered wen we talk of researc metodolog# concerning a researc
!ro%lem or stud#. A researc design ser'es as a %ridge %etween wat as %een esta%lised ?te
researc o%&ecti'es and wat is to %e done< in te conduct of te stud#. $n tis !ro&ect researc
done is of conclusi'e nature. Conclusi'e researc !ro'ides information tat el! in making a
rational decision. escri!ti'e design was coose to measure te satisfaction le'el of customers
on te %asis of different !arameters suc as 6ualit#< !rice< features< tecnolog#< after sale ser'ices
etc. 7is design ensured com!lete clarit# and accurac#. $t also ensured minimum %ias in
collection of data and reduced te errors in data inter!retation. Statistical metod was followed
in tis researc %ecause te data was of descri!ti'e nature and it also ena%led accurate
generali>ations.
The researcher has used descri:ti;e methodo,ogy)
Descri:ti;e methodo,ogy is also known as statistical researc< descri%es data and caracteristics
a%out te !o!ulation or !enomenon %eing studied. @owe'er< it does not answer 6uestions a%oute.g.I owwenw# te caracteristics occurred< wic is done under anal#tic researc.
Altoug te data descri!tion is factual< accurate and s#stematic< te researc cannot descri%e
wat caused a situation. 7us< escri!ti'e researc cannot %e used to create acausal relationship<
were one 'aria%le affects anoter. $n oter words< descri!ti'e researc can %e said to a'e a low
re6uirement for internal 'alidit#.
7e descri!tion is used for fre6uencies< a'erages and oter statistical calculations. Often te %est
a!!roac< !rior to writing descri!ti'e researc< is to conduct a sur'e# in'estigation. Kualitati'e
researc often as te aim of description and researcers ma# follow"u! wit eaminations of
w# te o%ser'ations eist and wat te im!lications of te findings are.
5)1)7 Research Design(
http://en.wikipedia.org/wiki/Statisticshttp://en.wikipedia.org/wiki/Statistical_populationhttp://en.wikipedia.org/wiki/Statistical_populationhttp://en.wikipedia.org/wiki/Analytic_and_enumerative_statistical_studieshttp://en.wikipedia.org/wiki/Causalityhttp://en.wikipedia.org/wiki/Internal_validityhttp://en.wikipedia.org/wiki/Internal_validityhttp://en.wikipedia.org/wiki/Frequency_(disambiguation)http://en.wikipedia.org/wiki/Frequency_(disambiguation)http://en.wikipedia.org/wiki/Averagehttp://en.wikipedia.org/wiki/Qualitative_researchhttp://en.wikipedia.org/wiki/Qualitative_researchhttp://en.wikipedia.org/wiki/Statisticshttp://en.wikipedia.org/wiki/Statistical_populationhttp://en.wikipedia.org/wiki/Analytic_and_enumerative_statistical_studieshttp://en.wikipedia.org/wiki/Causalityhttp://en.wikipedia.org/wiki/Internal_validityhttp://en.wikipedia.org/wiki/Frequency_(disambiguation)http://en.wikipedia.org/wiki/Averagehttp://en.wikipedia.org/wiki/Qualitative_researchhttp://en.wikipedia.org/wiki/Qualitative_research
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A researc design s!ecifies te metods and !rocedures for conducting a !articular study.
roadl# s!eaking< tere are 3 categories of researc design " e!lorator#< descri!ti'e and casual
researc.
• An eB:,oratory researc focuses on te disco'er# of ideas and is generall# %ased on
secondar# data.
• A descri:ti;e study is undertaken wen te researcer wants to know te caracteristics
of certain grou!s suc as age< educational le'el< income< occu!ation< etc.
• A casua, researc is undertaken wen te researcer is interested in knowing te cause
and effect relationsi! %etween two or more 'aria%les.
7e t#!e of researc used in tis study is descri!ti'e researc. ollowing metod was ado!ted
during study.
"e#ie$ o %iterature to understand recent de'elo!ment in te field< R Defining objective of the
study’.
&or'ation o (uestionnaire to ca!ture !rimar# data< el!ed in ‘Analysis and interpretation of
primary data’.
5)7 Data Co,,ection Methods(
7e information necessar# for tis researc stud# is collected %# ta!!ing !rimar# and secondar#
sources. 7e sources are as followsI
Primary Sources(
a Kuestionnaire
% Personal interaction
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Secondary Sources(
a ,elated $nformation from $nternet
% Com!an# ,e!orts ooks.
Measuring Too,s(
7e measurement and e'aluation of te data is done using statistical tools and tecni6ues suc
as sim!le !ercentage metod< mean< gra!ical re!resentation wit el! of data code seet using
-S ord software.
5)5 Method of data co,,ection
7ere are two metods of data collection i.e.
1. Primar# -etod2. Secondar# -etod
Primary Method(
$n !rimar# data collection< #ou collect te data #ourself using metods suc as inter'iews and
6uestionnaires. 7e ke# !oint ere is tat te data #ou collect is uni6ue to #ou and #our researc
and< until #ou !u%lis< no one else as access to it.
7ere are man# metods of collecting !rimar# data and te main metods includeI
i. Kuestionnaires
ii. $nter'iews
iii. ocus Grou! $nter'iews
i'. O%ser'ation
'. Case"Studies
'i. iaries
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'ii. Critical $ncidents
'iii. Portfolios
7e !rimar# data< wic is generated %# te a%o'e metods< ma# %e 6ualitati'e in nature
?usuall# in te form of words or 6uantitati'e ?usuall# in te form of num%ers or were #ou can
make counts of words used. e %riefl# outline tese metods %ut #ou sould also read around
te 'arious metods. A list of suggested researc metodolog# tets is gi'en in #our Module
Study Guide %ut man# tets on social or educational researc ma# also %e useful and #ou can
find tem in #our li%rar#.
Secondary Method(
All metods of data collection can su!!l# 6uantitati'e data ?num%ers< statistics or financial or
6ualitati'e data ?usuall# words or tet. Kuantitati'e data ma# often %e !resented in ta%ular or
gra!ical form. Secondar# data is data tat as alread# %een collected %# someone else for a
different !ur!ose to #ours. or eam!le< tis could mean usingI
a. data collected %# a otel on its customers troug its guest istor# s#stem
%. data su!!lied %# a marketing organi>ationc. annual com!an# re!ortsd. Go'ernment statistics.
Secondar# data can %e used in different wa#sI
i. Qou can sim!l# re!ort te data in its original format. $f so< ten it is most likel# tat te
!lace for tis data will %e in #our main introduction or literature re'iew as su!!ort or
e'idence for #our argument.
ii) Qou can do someting wit te data. $f #ou use it ?anal#>e it or re"inter!ret it for a
different !ur!ose to te original ten te most likel# !lace would %e in te RAnal#sis of
findingsB section of #our dissertation. A good eam!le of tis usage was te work on
suicide carried out %# urkeim. @e took te official suicide statistics of different
countries ?recorded %# coroners or teir e6ui'alent and anal#>ed tem to see if e could
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identif# 'aria%les tat would mean tat some !eo!le are more likel# to commit suicide
tan oters. @e found< for eam!le< tat Catolics were less likel# to commit suicide tan
Protestants. $n tis wa#< e took data tat ad %een collected for 6uite a different !ur!ose
and used it in is own stud# F %ut e ad to do a lot of com!arisons and statistical
correlations imself in order to anal#>e te data.
The researcher has used the >oth :rimary and secondary methods of data co,,ection)
$n tis researc< te researcer as used 6uestionnaire metod. $f one wises to find te o!inion
of an indi'idual or a grou! of indi'idual?s< te 6uestionnaire tecni6ues for collecting data are
weigted more tan an# oter metod.
$n tis metod< 6uestionnaires were distri%uted to res!ondents and te# were asked to answer
6uestion in te 6uestionnaire. 7e 6uestionnaire was !ro!erl# structured %ecause te 6uestions
tat it contained were arranged in a s!ecific order< %esides e'er# 6uestion and were asked in a
wa#< logical for te stud#. No 6uestion can %e termed as irrele'ant.
5)5)1 Sam:,ing Design(
Data source Primar# / Secondar# data
Data ana,ysis techniHues Statistical tecni6ues?Pie carts< 7a%les and Gra!s
Sam:,e siIe( 20
Po:u,ation( Ne? De,hi- NCR
Sam:,ing TechniHue( Sim:,e random Sam:,ing
5)5)7 $imitations of StudyG Method(
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7oug te researc was conducted !ro!erl#< te !ro%a%ilit# of errors / %iases eisted. Some
errors occurred %ecause of certain limitations. 7ese are as followsI
i. A 'er# sort s!an of time for researc.
ii. Peo!le were reluctant to gi'e res!onses for suc t#!e of researc.
iii. Peo!le also did not gi'e !ro!er res!onse for 6uestionnaire / inter'iew< %ecause of
lack of interest and time.
i'. 7e researcer as onestl# and sincerel# tried to !resent te facts and figures< %ut
some error still migt a'e cro!!ed u!.
'. Not sa#ing in te initial stages< %ut as e"trade in $ndia is in its earl# stages< !eo!le
were not a%le to gi'e com!etiti'e answers for te 6uestionnaire.
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C#APTER8
DATA ANA$.S"S =
"NTERPRETAT"ON
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)1 DATA ANA$.S"S = "NTERPRETAT"ON
Anal#sis of te data is 'er# im!ortant !art of an# researc. 7e 6ualit# of data collected matters< %ut wat
matters more is te inter!retation of tat data. 7is ca!ter deals wit Anal#sis and iscussions of te findings.
irstl#< data of all te res!ondents to te inter'iew was com!ared to gi'e %etter understanding of te situation.
7en< tis com!arison was used to acie'e te o%&ecti'es of te researc %# e'aluating tem on te %asis of
secondar# data. =ni6ue !ersonal 6uotes from res!ondents were taken as a %asis of com!arison of te different
'iews to consolidate it into finding of te researc.
7o get a more generali>ed 'iew of te tougts< mo%ile dealers were inter'iewed. 7ese dealers deal in man#
%rands and a'e te first and knowledge of market and consumer !erce!tions. @owe'er< te tougts still 'ar#
due to !ersonal coices and te t#!e of customers te# deal in< wic in turn de!ends on location. 7o %egin wit
we will discuss te %ackground of te res!ondents.
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uestionnaire Ana,ysis (
1. Gender
o -ale
o emale
5/
+/
)hat "s your $e#*er+
Male
emale
igureI" 1
rom te a%o'e cart< it is o%ser'ed tat 5*D are -ale and 43D are emale.
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2. at is #our age
o 1+"25
o 25"4
o 4")
o )T
50/
5/
,//
AGE
1,25
25+0+0*0
*0
igureI"2
rom te a%o'e cart< it is o%ser'ed tat 5D of te customer are %etween te age of 1+"25< 35D
customer are %etween 25"4< +D of te customer are %etween te age grou! of 4") and
)Taged customer are *D.
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3. ic !roduct do #ou !refer mosto A-=(
o -oter dair#
o Oters
++/
52/
+/
'h"ch ,ro*uct *o you ,refer the most+
amul
mother dair'
others
igureI"3
rom te a%o'e cart< it is o%ser'ed tat customer !refer 52D -oter air# !roduct wereas
customer !refer 44D A-=( !roducts and 4D oter !roducts.
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4. ic -oter air# !roduct do #ou !refer te mosto $ce creams
o -ilk !roduct
o ruit and 'egeta%le
o oters
12/
*3/
1+/
*/
'h"ch Mother Da"ry ,ro*uct *o you ,refer the most+
4cecreams
Milkproduct
0ruit and %egeta&le
others
figureI"4
rom te a%o'e cart< it is o%ser'ed tat customer !refer )+D -ilk Products< 12D $ce Creams <
14D ruits and Hegeta%le and )D oter !roducts.
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5. o #ou tink %rand name is im!ortant or not
o Qes
o No
100/
Do you th"#- .ra#* #ame "s "m,orta#t or #ot+
5es
6o
igureI"5
rom te a%o'e cart< it is o%ser'ed tat %rand name is 'er# im!ortant in our life. So< 1D
customer sa#s %rand name is 'er# im!ortant.
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). ic moter dair# milk !roduct do #ou !refer te most
o ou%le toned
o 7oned milk
o ull cream
o Skimmed milk
o oters
0/
2,/
0/
,/+/
)h"ch mother *a"ry m"l- ,ro*uct *o you ,refer the most+
Dou&le toned
"oned milk
ull cream
Skimmed milk
others
figureI")
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rom te a%o'e cart< it is o%ser'ed tat ou%le 7oned and ull Cream are te most !referred
milk of -oter air# !roduct wit 3D. 7oned milk is 2+D !referred wereas Skimmed -ilk is
+D !referred and Oters is &ust 4D.
*. o #ou tink SAA( is successful !roduct of moter dair#
o Qes
o No
,2/
1,/
Do you th"#- &AFA( "s succesful ,ro*uct of mother *a"ry+
5es
6o
igureI"*
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rom te a%o'e cart< it is o%ser'ed tat +2D customer tinks tat SAA( is successful !roduct
of moter dair# wereas< 1+D tinks it is not.
+. O'erall wic one is te %est
o A-=(
o -oter air#
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o Oters
+2/
5,/
O/erall )h"ch o#e "s the est+
$mul
Mother Dair'
7thers
igureI"+
rom te a%o'e cart< it is o%ser'ed tat customer tinks -oter air#?5+D is %etter tan
A-=(?42D.
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3) o #ou tink !rices of -oter air# !roduct are ig
o .es
o No
,0/
20/
Do you th"#- ,r"ces of Mother Da"ry ,ro*uct are h"$h+
5es
6o
igureI"0
rom te a%o'e cart< it is o%ser'ed tat +Dcustomer tinks tat !rices of -oter air# are
ig wereas 2D sa#s no.
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10) Do #ou tink -oter air# as a %etter future
o Qes
o No
3./
/
Do you th"#- Mother Da"ry has a .etter future+
5es
6o
igureI"1
rom te a%o'e cart< it is o%ser'ed tat -oter air# as a %etter future according to 0*D customers.
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C#APTER82
%"ND"N'S =CONC$S"ON
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2)1 %"ND"N'S
1. A ma&orit# of te res!ondents are tose wo a'e %een using moter dair# !roducts for more tan5#ears.
2. -ore tan alf of te res!ondents ?54D are tose wo consume -oter dair# !roducts dail#.
3. -ost of te consumers seek information troug word of mout.
4. Ad'ertising influence consumers in teir !urcase decision moderatel#.
5. Price is an im!ortant factor wic influences consumers in !referring -oter dair# !roducts.
). Consumers !ro'ide utmost im!ortance to 6ualit# in teir %u#ing !reference.
*. -ore tan )5D of te consumers !refer -oter dair# %ecause of its %rand image.
+. Packing is an im!ortant criteria !referred %# te consumers in !urcase of -oter dair# !roducts.
0. A large num%er of res!ondents ?)D !refer -oter dair# !roducts due to its eas# a'aila%ilit#.
1. Consumers select te !lace of !urcase de!ending on te a'aila%ilit# of !roducts< eas# to
!urcase< cleanliness of so! and !romotional acti'ities.
11. -a&orit# of te res!ondents are satisfied wit te current mode of distri%ution of -oter dair#
!roducts.
12. Consumers are satisfied wit te o'erall ser'ices offered %# -oter dair#.
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2)7 CONC$S"ON
-oter dair# is te first !roduct and inimita%le organi>ation< wic created a re'olution in
!rocurement< !rocessing< marketing and distri%ution of !ure milk in te countr#. or retaining
!otential consumers of -oter dair# it is necessar# to identif# tose factors wic moti'ate
consumers in !urcase of -oter dair# !roducts. rom te stud# made it is found tat 6ualit#
and %rand images are im!ortant as!ects wic moti'ate consumers to %u# -oter dair# !roducts.
7e eas# a'aila%ilit# of -oter dair# !roducts is an added ad'antage. -ore consumer awareness
can %e created troug !rint and 'isual media. And to retain te !otential consumers< teir
canging needs and !references sould %e continuall# monitored and -oter dair# sould %e
a%le to su!!l# commodities according to te e!ectations of te consumers.
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C#APTER86
S''EST"ONSG
RECOMMENDAT"ON
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6)1 S''ESST"ONS
1. 7e -oter dair# !roducts sould %e made a'aila%le to te ultimate consumers at te same
6ualit# at wic te# are !roduced.
2. -ake more !ro'ision to increase te commission for retailers so tat te# will %e moti'ated to
sell more -oter dair# !roducts.
3. -ake !ro'ision to im!ro'e te ser'ices of middleman wic will ultimatel# result in more
consumer satisfaction.
4. Create more awareness a%out -oter dair# !roducts troug !rint and 'isual media.
5. As te com!letion is 'er# ig in te market te marketing de!artments sould take acti'e
measures to retain its !otential consumers.
). As consumer !reference and taste fluctuate from time to time< a market anal#sis sould %e
carried out at regular inter'als to monitor te canging needs and taste of te consumers.
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6)7 Recommendations
1. -ust focus on growing market o!!ortunit#.
2. -ust re'ise its strateg# of !rocurement of milk from farmers in regards to !a#ment of
!ricelitres.
3. O'erseas market a'e uge ca!acit#< must work aggressi'el# on glo%al e!ansion4. -oter dair# facing callenges in Saurastra region< due to A-=( wic as market
'alue of 1 Cr.
5. -oter dair# loosing com!etition to Amul< due to weak su!!l# cain management of
-oter dair#.
). 7us -oter dair# must focuses on its su!!l# cain management.
*. 7ere is uge ga! in rise in !o!ulation and rise in milk industr#< tus te !o!ulation is
rising %# 1*D and rise in dair# $ndustr# is 4D.
+. -oter dair# can utili>ed tis in !ositi'e wa# to di'ersif# itself in regard to e!ansion as
well as !roduct differentiation.
!"!$"O'RAP#.
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&e>site88;isited(
www.censusindia.gov.in
www.motherdairycalcutta.com
www.articles.timesofindia.indiatimes.com
www.motherdairy.com
www.nddb.org
www.researcandmarkets.com
www.thirdesight.in/article/motherdairy.htmlwww.gyananalytics.com
K Too,s used(
1. -icrosoft ord
2. -icrosoft Ecel
3. Google Crome
!oo/s(
Marketing )esearch8 $n $pplied $pproach &' Da%id . 9irks and 6aresh :.
Malhotra
;ualitati%e Marketing )esearch &' Da%id Carson< $udre' =ilmore and :>ell
=ronhaug
PEOP$E O #E$PED(
-,S. POO:A 9A(,A :A$N< Assistant Professor< ,$AS
http://www.censusindia.gov.in/http://www.motherdairycalcutta.com/http://www.articles.timesofindia.indiatimes.com/http://www.motherdairy.com/http://www.nddb.org/http://www.researcandmarkets.com/http://www.thirdesight.in/article/motherdairy.htmlhttp://www.gyananalytics.com/http://www.amazon.co.uk/Marketing-Research-Approach-David-Birks/dp/0273657445/ref=sr_1_13/280-4739012-3255054?s=books&ie=UTF8&qid=1410498435&sr=1-13http://www.amazon.co.uk/Naresh-K.-Malhotra/e/B001I9TWM4/ref=sr_ntt_srch_lnk_13?qid=1410498435&sr=1-13http://www.amazon.co.uk/Naresh-K.-Malhotra/e/B001I9TWM4/ref=sr_ntt_srch_lnk_13?qid=1410498435&sr=1-13http://www.amazon.co.uk/Qualitative-Marketing-Research-David-Carson/dp/0761963669/ref=sr_1_15/280-4739012-3255054?s=books&ie=UTF8&qid=1410498435&sr=1-15http://www.censusindia.gov.in/http://www.motherdairycalcutta.com/http://www.articles.timesofindia.indiatimes.com/http://www.motherdairy.com/http://www.nddb.org/http://www.researcandmarkets.com/http://www.thirdesight.in/article/motherdairy.htmlhttp://www.gyananalytics.com/http://www.amazon.co.uk/Marketing-Research-Approach-David-Birks/dp/0273657445/ref=sr_1_13/280-4739012-3255054?s=books&ie=UTF8&qid=1410498435&sr=1-13http://www.amazon.co.uk/Naresh-K.-Malhotra/e/B001I9TWM4/ref=sr_ntt_srch_lnk_13?qid=1410498435&sr=1-13http://www.amazon.co.uk/Naresh-K.-Malhotra/e/B001I9TWM4/ref=sr_ntt_srch_lnk_13?qid=1410498435&sr=1-13http://www.amazon.co.uk/Qualitative-Marketing-Research-David-Carson/dp/0761963669/ref=sr_1_15/280-4739012-3255054?s=books&ie=UTF8&qid=1410498435&sr=1-15
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ANNELRE
uestionnaire
at is #our gender
o -ale
o emale
at is #our age
o 1+"25
o 25"4
o 4")
o )T
ic !roduct do #ou !refer most
o Amul
o -oter dair#o Oters
ic -oter air# !roduct do #ou !refer te most
o $ce creams
o -ilk !roduct
o ruit and 'egeta%le
o oters
o #ou tink %rand name is im!ortant or not
o Qes
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o No
ic moter dair# milk !roduct do u !refer te most
o ou%le toned
o
7oned milk o ull cream
o Skimmed milk
o Oters
o #ou tink SAA( is successful !roduct of moter dair#
o Qes
o No
O'erall wic one is te %est
o Amul
o -oter air#
o Oters
o #ou tink !rices of -oter air# !roduct are ig
o .es
o No
Do #ou tink -oter air# as a %etter future
o Qes
o No