New Servottam

Brand Awareness and Brand Loyalty

A

SUMMER TRAINING REPORT

ON

A STUDY ON BRAND AWARNESS & BRAND LOYALTY

AT: SARVOTTAM DAIRY,SIHOR

Submitted to:

SIGMA INSTITUTE OF MANAGEMENT STUDIES

IN PARTIAL FULFILLMENT OF THE

REQUIREMENT OF THE AWARD FOR THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

Under the guidance of:

MISS. SHREYA SHAH

Submitted By:

RAVAL ARJUN HASMUKHRAY

ENROLLMENT-117760592077

M.B.A.-SEMESTER III

BATCH 2011-2012

SIGMA INSTITUTE OF MANAGEMENT STUDIES (GTU) Page 1


SARVOTTAM DAIRY MACHINERYSARVOTTAM DAIRY MACHINERY



STUDENT DECLERATION

I, Arjun Raval student of MBA at the SIGMA INSTITUTE OF MANAGEMENT

STUDIES COLLEGE BARODA, declare that I have prepared and designed this

project on my own, under guidance of Miss Shreya Shah, Faculty member of the

Sigma College, Baroda.

Date: ________________

Place: ________________

________________

Student Signature

Arjun Raval



PREFACE

In the modern era of industry good, trained, efficient administration is necessary to

run a modern economy activated of commerce smoothly, hence professional

attitudes are necessary. No business can run through only theoretical knowledge, it

must require practical knowledge of an organization for survive and prosperity on

and concern.

Today, to perform better in the industry one must be aware of real situation of

concern industry as well whole industry scenario for future planning and for

expansion point of view.

I have been given an opportunity to work in practical environment of industry to study

how the industry run, what are the external and internal factors affecting the

organization decision as well future planning of organization i.e. modernization,

expansion of existing business, diversification etc.

In view of the above, I have studied the “BRAND AWARNESS & BRAND

LOYALTY” of company and prepared a report on it.



Acknowledgement

As a part of practical studies, we are required to prepare project report.

As a student of MBA, I have presented the project report on of Brand

Awarness & Brand Loyalty Sarvottam dairy.

I express my sincere gratitude to the Chairman, Mahendrabhai Panot

and manager Hasmukhbhai Pandya for giving me permission to visit

the Sarvottam Dairy, Sihor.

I express my sincere gratitude to my Internal guide Ms. Shreya faculty

of Sigma institute of management.

I express my sincere gratitude to my Director Mr. B. S. Patel faculty of

Sigma institute of management.

Last but not the least, I am thankful to all the senior executives and other staff

members who have spend their precious time in helping me throughout my training.

I really thank once again to everyone who has directly or indirectly helped me

throughout this training.



EXECUTIVE SUMMARY

India, with its status as the largest milk producer in the world, is on the verge of assuming as

important position in the global dairy industry. Many international dairy companies are

viewing India with an eye to tapping its vast, growing market for dairy products. Similarly,

many Indian dairy companies are now trying to acquire international scale, and would like to

tap other markets.

Executive summary previews the main points of an in-depth report; it is report. The

executive report contains enough information for a reader to get familiarized with

what is discussed in the full report without having to read it. Here is how I write an

executive report.

My report is based on Brand Awarness & Brand Loyalty Sarvottam

dairy. at Sarvottam Dairy. My object of study was to identify the factor which

improves the capital structure, during the course of study a substantial amount of

data was collected. This data has been analyzed and presented in this project.

Charts have been used in the representation of data. Sarvottam Dairy

produced milk. in Bhavnagar and supply all over the India.



CH.1

INTRODUCTIONOF

COMPANY



INTRODUCTION OF COMPANY

Traditionally, in India dairying has been a rural cottage industry. Semi-commercial

dairying started with the establishment of military dairy farms and co-operative milk

unions throughout the country towards the end of the nineteenth century.

In earlier years, many households owned their own ‘family cow’ or secured milk from a

neighbour who had one. With the increase in urban population fewer households could

afford to keep a cow for private use & moreover there were other problems also like the

high cost of milk production, problems of sanitation etc. restricted the practice; and

gradually the family cow in the city was eliminated and city cattle were all sent back to

the rural areas.

Gradually farmers living near the cities took advantage of their proximity to the cities &

began supplying milk to the urban population; this gave rise to the fluid milk-sheds we

see today in every city of our country.

Prior to the 1850s most milk was necessarily produced within a short distance of the

place of consumption because of lack of suitable means of transportation and

refrigeration.

The Indian Dairy Industry has made rapid progress since Independence. A large

number of modern milk plants and product factories have since been established.

These organized dairies have been successfully engaged in the routine commercial

production of pasteurized bottled milk and various Western and Indian dairy products.

With modern knowledge of the protection of milk during transportation, it became

possible to locate dairies where land was less expensive and crops could be grown



more economically.

In India, the market milk technology may be considered to have commenced in 1950,

with the functioning of the Central Dairy of Aarey Milk Colony, and milk product

technology in 1956 with the establishment of AMUL Dairy, Anand.

Indian dairy sector is still mainly an unorganized sector as barely 10% of our total milk

production undergoes organized handling.



COMPANY PROFILE

Name Sarvottam dairy

Registered office

Sarvottam dairy

Bhavnagar – Rajkot highway,

Sihor.

Establishment Date 1-3-2000

Registration Date 12-12-2005

Registration no. REDG/U28701

Form of organization Co-operative firm.

Chairman & Promoter Mr. MahendrabhaiPanot

Managing Director Mr. H.R.Nandva

Auditors Mr. Jagdishbhai Mehta (C.A.)

Bankers 1) State bank of saurashtra

Sihor branch

2) IDBI, Bhavnagar.

Telephone no. (02846) 329633, 225502.

Fax 91-02846-225501



E-mail -

Website www.sarvottam.in

Total workers and staff 73 workers.

Manufacturing Product 1) Amul gold milk. 2) Amul butter-

milk

Main product Milk.

Raw material Raw milk.

Average marketing (per day) 20000 liters.

Annual output 216 lacs liters.

Competitors 1) B.D.P.L. 3) Sugam milk

2) Rajwadi milk 4) Sampurna

milk


http://www.sarvottam.in/


ENVIRONMENT POLICY

Baroda dairy a leading co-operative is Encase in Manufacturing

and marketing of milk and milk product in India and abroad. We are committed to protect natural

environment for social welfare and co-existence.

FOLLOWING ARE THE PRINCIPLES OF ENVIRONMENTAL POLICY:

Control our plant operations to prevent pollution.

To conserve natural resources and energy.

Comply with applicable environmental legislation and regulations.

Applying greening of the earth within our premises.

Continually improve our environmental performance.

To minimize generation of waste and follow appropriate methods for it’s

Disposal

Create awareness among employees on environmental issues and

Environmental management system.

Keep our work environment clean and safe.

This Environmental policy will be communicated to all employees,

Contractors and suppliers of Baroda Dairy.

QUALITY POLICY



Baroda Dairy firmly believes to provide Milk and Milk products of quality to give total

consumer satisfaction. In order to achieve this objective, Baroda Dairy has implemented Quality

and Food safety Management Systems since May 2000. The dairy is certified for ISO 9001:2000

and HACCP by SAI Global, which is a wholly owned subsidiary of Standards Australia

International Ltd.

The implemented systems emphasize on ensuring and maintaining quality and Food safety at all

stage of procurement, Production, Packaging, Storage and Distribution of Milk and Milk

Products. The quality of food additives, packaging material and utilities system of Food safety is

based on the internationally recognized Codex Standards.

Both the Quality and Food safety Management Systems are audited every six months by SAI

Global to ensure the continuity and adequacy. The product quality and safety is ensured at every

stage of operation and does not merely relay on final product testing. There is a system in place

to identify and assess the risk at every stage of product manufacturing, packaging storage and

distribution. Appropriate control measures are implemented at the identified stage to eliminate

the possible cause of risk. This ensures the quality and food safety at every stage.



Indian Dairy Industry –Facts & Figures

Beginning in organized milk handling was made in India with the establishment of

Military Dairy Farms.

Handling of milk in Co-operative Milk Unions established all over the country on a small

scale in the early stages.

Long distance refrigerated rail-transport of milk from Anand to Bombay since 1945

Pasteurization and bottling of milk on a large scale for organized distribution was started

at Aarey (1950), Calcutta (Haringhata, 1959), Delhi (1959), Worli (1961), Madras (1963)

etc.

Establishment of Milk Plants under the Five-Year Plans for Dairy Development all over

India. These were taken up with the dual object of increasing the national level of milk

consumption and ensuing better returns to the primary milk producer. Their main aim

was to produce more, better and cheaper milk.

Milk Production:

India's milk production increased from 21.2 million MT in 1968 to 88.1 million MT

in 2003-04.

India is the largest producer of Milk in the World (replacing USA)

Per capita availability of milk presently is 231 grams per day, up from 112 grams

per day in 1968-69.

India's 3.8 percent annual growth of milk production surpasses the 2 per cent

growth in population; the net increase in availability is around 2 per cent per year.



Marketing:

In 2004-05, average daily cooperative milk marketing stood at 155 lakh liters,

registering a growth of 4.2 percent over 148.75 lakh liters in 2003-04.

Dairy Cooperatives now market milk in about 200 class cities including metros

and some 550 smaller towns.

During the last decade, the daily milk supply to each 1,000 urban consumers has

increased from 17.5 to 52.0 liters.

Innovation:

Bulk-vending - saving money and the environment.

Milk travels as far as 2,200 kilometers to deficit areas, carried by innovative rail and

road milk tankers.

Ninety-five percent of dairy equipment is produced in India, saving valuable foreign

exchange.

Macro Impact:

The annual value of India's milk production amounts to about Rs. 880 billion.

Dairy cooperatives generate employment opportunities for some 12 million farm

families.

Dairy Farming is the single largest contributor to the economy(5% of GDP &13%

of employment)

Dairy industry represents a huge opportunity being the largest single FMCG

Market: Urban Mkt size Rs 33000 Crores and organized sector Rs 11000 Crores

representing a huge opportunity for conversion and growth.



Key challenges before Indian Dairy Industry are as follows:

• Ensuring Quality

• Procurement and efficiencies in supply chain

•Product differentiation and value addition.



HISTORY AND DEVELOPMENT

‘Gujarat dairy development board’ establishes 1974 Bhavnagar dairy. Bhavnagar

Dairy has brand names “SAURAS” by this name Bhavnagar Dairy sells milk and ghee in

the Bhavnagar district. Milk was gathered by making milk purchased from the

cooperative members are 42500 liters and they selling was 54000 liters after decrease

in purchased and sales government had close the Bhavnagar Dairy on the date of

December 24th 1999.

The “SANGH” was also enabling to do anything for the crisis of Bhavnagar dairy.

When the “SANGH” is established in 1974 they take the responsibility to solve the

problem of their cooperative members.

Because of close the dairy in December 24th 1999 managed by Nigam and the meeting

was called by all milk producers of the Bhavnagar in the ground of JillaPanchayat

because of purchase and selling management they assigned responsibility Mr.

Harishankar R Nandva and Mr. MahashankarP.Pandya with the support of the political

bodies like Mr.SunilOza, Mr. RajendrasinhRanaand Mr. MahendrabhaiPanot of

Bhavnagar district Mr. Harishankar R. Nandva and Mr. MahashankarP.Pandya send a

application to the Gujarat Government for the reestablishment of SANGH in the district.

Both Mr. HarishankarR.Nandva and Mr. MahashankarP.Pandya had done present

Bhavnagar Dairy was merger with Uttam Dairy by Ahmadabad by Government

department. In this organization they assigned organization responsibility to V.C.Joshi.



SIZE AND FORM OF THE UNIT

SIZE OF THE UNIT:

There are three types of industry.

1) Small scale industry.

2) Medium scale industry.

3) Large scale industry.

According to the industrial policy 1991

Small scale unit is a unit in which investment up to 1crore to 5crore.

Medium scale unit is a unit in which investment in fixed assets fall between

ranges of 5crore to 10crore.

Large scale unit is a unit in which investment in machinery and plant exceeds

investment more than 10crore.

SARVOTTAM DAIRY invests up to 5 crore on its plant and assets. So it is a

medium scale industry.

Depending on the ownership the business organization can be classified in the

following forms:

Sole proprietorship.

Partnership.

Join Sector Company.

Co-operative organizations.

Government Company



As the name it suggests that it is a cooperative unit.

Before 8 years, the form of this industry was sole proprietorship but it is

converted in to co-operative firm. As the name it suggests that it is a co-operative unit.

In additional to above there is also other like computer it in dairy manufacturing

department. The dairy occupies about 30 acre lands for manufacturing unit and it has

one big cold store room on its premises the average receive milk 55,000 liters and

selling 20,000 liters per day.

Contribution of Unit to the industry:

The total capacity of dairy is 1,20,000 liters per day. From which they use 55,000 liters

of milk for packaging and distribute it in the district and rest of 65,000 liters of milk they

sent to MOTHER DAIRY, If we take the production part of the dairy, But if we take the

selling part, the dairy only have 60% market of Bhavnagar district. So it shows the

growth and development of dairy. The dairy is largest producer of milk at district level,

apart from this dairy the competitors like SAMPURNA, SUGAM and RAJWADI are also

there to compete in the local level.



MISSION OF THE DAIRY:

The mission of the dairy is to provide total customer satisfaction with best quality of

product.

VISION OF THE DAIRY:

To become the more effective in supply of the products that dairy produced.

To achieve the satisfactory level of distribution.

Make very effective in any criteria.

OBJECTIVES OF THE DAIRY:

1) Consistently reduce the customer complain.

2) Consistently reduce the cost of product manufacturing.

3) Improve product and process performance.



POLICY OF THE DAIRY:

1) Consistently supplying quality product to our valued customers in time

2) Continually improving the quality standards by implementing process control and

Prevention techniques.

3) Improving manufacturing facilities.

4) Complying with government and safety regulations.

5) Continually improve the effectiveness of quality management Systems.



ORGANISATION STRUCTURE

The good organization structure is most important and vital because with the help

of the good organization structure, the managerial ability and inner energy of the

managers come out. The managerial ability and develop of the business depend upon

the organization structure of an organization.

The organization structure of the “SARVOTTAM DAIRY” includes three levels.

1. Top level.

2. Middle level.

3. Lower level.

1) TOP LEVEL:

Top level includes the unit or groups. Top level consists of mainly Board of

Directors, General Manager, and Chairman etc.



Chairman: MAHENDRABHAI PANOT

G.M. : HARISHANKAR R.NANDVA

Joint G.M.: MAHASHANKAR P.PANDYA

2)MIDDLE LEVEL:

Middle level is the very important level, because it is the linker who combines

both the level top level to the bottom level.

Finance head: Mr. BHIKHUBHAI PATEL

Production head: Mr. HASMUKHBHAI PANDYA

Co-operative head: Mr. BHARATBHAI KHER

Marketing head: Mr. VIJAYBHAI RAMANA

Auditor: Mr. JAGDISHBHAI MEHTA (C.A.)

3) LOWER LEVEL:

A lower level or bottom level seen at the lowest in the chart of company. It is the

level where actual work is done.

Workers.

Forman.



CHART OF ORGANIZATION



PRODUCTS



Sarvottam Dairy is producing all its product under the Brand Name of

AMUL. As Sarvottam Dairy is best in quality, AMUL asks them to produce

for them. The Main Products of Sarvottam Dairy are,

Packaged Milk

Buttermilk

Butter

Ghee

CONTRIBUTION TO THE SOCIETY

Sarvottam Dairy is continuously contributing something great to the society as they

understand their social responsibilities. Some contributions like,

1. Every Year, they are giving lacs of rupees to the Govt. of Gujarat For "Kanya Kelavni

Fund", a fund which is used for the education of Girls who are not able to study

somehow.

2. Every Day, some amount of milk is given to the poor children of district.

MANUFACTURING PROCESS AND PRODUCTS



Manufacturing process is most important factors of each and every business.

The SARVOTTAM DAIRY is producing milk product. Dairy is use two types of producing

method, one is a milk and second is a butter milk means milk are their raw materials the

dairy produce product as the regular and after the milk. First the checking fat and after

put the machinery. SARVOTTAM DAIRY is a consumer goods production sector. Milk is

essential ingredient in our life.

Process of milk the first milk receives rural area and TALUKA area and received

milk in put in to tank and third step milk in general fat and solid not fat and after maintain

(S.N.F. and fat). If the fat is increase so, adding water but fat is decrease, so the adding

powder S.N.F after maintain and fat the last step persuasion and after packing. In every

stage of life milk is useful to develop and maintain our body.

MILK:

SARVOTTAM DAIRY produce milk and butter milk product, it gets raw milk

from the rural area from the farmers, after getting the milk they put milk in to the

production process

ACTIVITIES OF THE PRODUCTION DEPARTMENT

There are 1100 registered co-operative societies giving milk to Sarvottam dairy. Sarvottam dairy

has set up a modern plant for the production

process. It has established its plant in a modern high tech style which

functions nearly 80% automatically.



1. Raw Material Receiving Dock

It is a big open area, where the raw milk is brought from various

societies by way of tankers and cans. The cans are emptied in the milk

tank with the help of tankers and cans. The cans are emptied in the milk

tank by the way of belt conveyors system and then after the cans are

washed in automatic washing machine. The average number of cans

washed per minute are 5 to 6. Before distilling cans the milk is graded and

weighed. The sample from the can are taken and sent to the laboratory

where they are graded in terms of fats and S.N.F. once the milk is

collected in the tank, the net process will start to separate the fat and

S.N.F from the milk and cash will be separately stored.

2. Pasteurization

The term pasteurization when used in association means

heating treatment by heat treatment and cooling to suitable temperature before distribution. After

the separation of FAT and SNF the milk is passed through the heat section of pasteurization and

is the very first step of pasteurization. The milk is boiled up to 74c for 15 seconds in the machine

and then very net second it is

chilled at 4 to 6 C instantly. This will lead milk to be cream less that is pasteurized.

3. Standardization

To reduce the fat percentage of milk SMP or skimmed milk is

added and to increase the fat percentage, cream is added. Cost of pouch is worked out according

to the stand of the milk. After standardization, milk is stored in sios. Sample is taken for analysis

of fat, SNF, acidity MRP test etc. If the result is ok, it is sent to the storage tank. Milk sample

from the same further subjected to analysis prior to packing.

4. Homogenization

It is the process of mixing. Humanizer is used to homogenize milk, butter milk and flavored

milk.



5. Pouch packing Section

There are 14 machines used for packing the milk pouches. The milk from pasteurization section

is restored in the tanks and from there it is

brought to the section by the help of pipelines. Here the machines are operated automatically

giving the bags of 500 ml each. The number of bags to be filled with the milk can be derived

through the regular in machine. An average output number of bags per hour are 3000 pouches.

The department also consists of the carats watching system and it is also fully automatic

MILK:-

Brand Name Fat % SNF%

Gold (500ml) 6.08 9.00

Shakti (500ml) 4.50 8.50

Sfurti (500ml) 3.20 8.00

Slim & Trim (500ml) 1.50 9.00



PROCESS OF MILK:

Receive milk from co-operative society of milk

Chilling [0-5C]

Milk tank [storage]

Taking general fat and SNF

Standardization [maintain fat & SNF]

Pasteurization [73 C for 30 Sec.]

Process milk tank [store]

Packaging



Dispatch to distributors

\\\In the process of milk and butter milk product separate machine is used after packing

milk and buttermilk product they are kept in cold storage

BUTTERMILK (CHHAS) :-

For producing Buttermilk, there is addition of maska whey &sour buttermilk is 30% of the total

quantity of curd. Then there ishomogenization e.g. maxing & churning. Afterward, there is

pasteurization &standardization. Thus, the curd gets converted intobuttermilk. Then it is packed

& stored.

Brand Name Qty.

Goraschhas 500ml

Jeerachhas 200ml

Mastidahi (curd) 200ml

Goraschhas 1ltr



PROCESS OF BUTTER-MILK:

Milk

Remove the fat

[By separation]

Separate

37C temperature

Add culture

[Lactobacillus]



Curd

[In 5 hour]

Add water

Butter milk

[0.5% fat, SNF 6 to 7%]

Pasteurize [60 C]

[0 – 5 C chill]

Packaging



PRODUCTION OF CURD

FLOW CHART OF CURD





TYPE OF MATERIAL HANDLING EQUIPMENT

USED :

Belt conveyers :

Belt conveyers are used for moving of cans. In the production dept. total 12 this kinds of

conveyers machines are there .Two machines for lodging & watching, two machines for

crates watching and 8 machines for pouch packing.

Hand trolleys :

They are used for the movement of crates. Used to load & unload

form vehicles. Transportation of packing material is done by this hand trolleys.

Crates :

They are being used for carrying pouches bottles.

Industrial trucks &tanker : They are used for the movement of raw material and finished

goods. Milk is brought to dairy by the help of tankers and tempos and finished products are

distributes by the help of trucks.

Pipe line :

This is the useful and important for carrying raw material from one

section to another. There are long pipe lines used by broad dairy covering all sections.

Inventory management for raw materials and finished material :

Raw materials :

The raw material in Sarvottam dairy is mainly the milk which is

perishable in nature so the dairy procurement & milk product is done.



Finished materials :

As again the finished goods are perishable in nature so there is no

need forfinished goods inventory management.

CO-ORDINATION BETWEEN :

Storage and production :

The store department fulfills the requirement of production department. When production

wants raw material other than milk, then give information to store directly. The storage

department performs the activity of purchasing it and gives it to the production department.

Purchase and production : There is no direct relationship. The production collects items

require from stores & stores department receives it from purchase so there is immediately in

from of stores. Production department can give guidance to purchase.

Production and dispatch :

Direct relationship means the dispatch department tells

the next day requirement works accordingly to fulfill those requirements.

Production and engineering :

The engineering unit is the servicing unit for

production department. The easy and suitable source for heating is stem.



SALES PROMOTION:-

Sales promotion consist of a varied collection of the incentive tools,

mostly short time, designed stimulate greater purchase of particular products of service by

consumer of trade.

Sarvottam dairy enjoys very good sales. Sales promotion as short is

done by the management. But whatever, any new product is launched in launched in the

market, the Dairy gives free samples of the new product at a few strategic point in the city.



CH.2

THEORITICAL

FRAME WORK



THEORITICAL FRAME WORK

Background of the study

Many large organizations have marked their presence in the dairy industry and trying

to grab as much market share as possible in the industry. Sarvottam dairy is also one of the

cooperative organization which is engage in producing the milk and milk products. It sells its

milk and milk products under the brand name of “AMUL” which has the highest market

share in Asia. This as a result has maintained national and international for quality and

consumers’ likeliness. These high standard milk and milk products manufactured

economically using modern technology are made available timely to consumers.

The dairy is manufacturing different types of milk and milk products. The profiles of these

products are as under:

Milk

Butter Milk


Sr.

No.Brand Name Fat SNF

Price

(500 ml)

Price

(5 ltr)

Price

(200ml)

1 Amul Gold 6.00 9.00Rs

14.00Rs 140

2 Amul Shakti 4.50 8.50Rs

13.00Rs 130

3 Amul Cow’s Milk 3.50 8.50Rs

12.00Rs 05

4 Amul Slim & Trim 1.50 9.00Rs

10.50


Sr.

No.

Type Quantity Price

1 Goras (Simple Chaas) 500 gm Rs 05.50

2 Goras (Simple Chaas) 5 liters Rs 55.00

3 JiraChaas 200 gm Rs 03.00

4 Masala Chaas 200 gm Rs 03.00

Importance of the study

This study will help the organization in the following ways.

To know the consumer preference towards the various products of the dairy.

To know the brand recallability among consumers towards the products of the

sarvottam dairy.

To formulate and implement new marketing strategies to increase brand awareness

among the consumers in a city and also to make profit.

To know the favorite brand among the consumers of the sarvottam dairy and also the

pattern of their consumption.

To know the consumer buying behavior.

To know the level of satisfaction towards the quality of the products those are

purchased by the consumers.

To know the level of satisfaction towards the price of the products those are charged

by the sarvottam dairy.

To know the level of importance towards the attributes of the products of the

sarvottam dairy.

To know the level of superiority of the sarvottam dairy’s products to that of the other

brands of products.



CH.3

RESEARCH

METHODOLOGY



RESEARCH METHODOLOGY

Marketing research problem:

To find out the consumer perception on the product of Sarvottam dairy Brands.

Objectives of the project:

1. To study the awareness among the consumer for Sarvottam dairy brands.

2. To study the consumer satisfaction towards Sarvottam dairy milk brands.

3. To study the consumer behaviour towards Sarvottam dairy milk brands.

4. To know the customer taste and preference for the products of sarvottam dairy.

Conceptual Definition:

Customer satisfaction: It is defined as a response to a particular purchase or

consumption related aspect occurring at a specific point in time.

Brand preference: The customer defines it as the favoring of a brand over anther

competing brand.



Operational Definition:

Customer satisfaction: The consumer reaction to the evaluation of the perceived

discrepancy between his prior expectation and the last what they consumption of the product.

Brand preference: It is calculated by measuring the level of the importance or the

preference giving to a certain brand by the consumer in front of other competing brands.

Quantitative research: I had used this research to generalise the result from the

sample of the population which was interest.

Survey method: In the survey method a structured questionnaire was used by the

respond and was enough to get specific information.

Questionnaires:Through the questionnaire I was able to get an insight in to the

consumers mind and to learn about there likes or dislikes of consuming Sarvottam dairy

product. All of the questions mentioned in the questionnaires were helpful to me in knowing

the consumer buying decision.



CH.4

DATA ANALYSIS

AND

INTERPRETATION



DATA ANALYSIS & INTERPRETATION

The statistical techniques can be basically classified into

multivariate techniques.

Multivariate techniques are most appropriate when there is a

single measurement of each element or there are several measurements of each

element in the sample but the most important aspect of this technique is that each

variable is analyzed in isolation.

Multivariate techniques are suitable for analyzing data when

there are two or more measurements of each element and the variables are measured

simultaneously.



DATA INTERPRETATION

Q.1- Do you purchase milk?

Serial no. Option Frequency Percentage

(%)

Cumulative %

a. Yes 99 99 99

b. No 01 01 100

99

1

No. of respondents

yesno

Interpretation:-

Here, the chart shows that 99 respondents purchase milk and only 01 respondent

don’t purchase milk out of 100 respondents of Sihor.



Q.2- what is the source of milk?

Sr. no Option Frequency Percentage % Cumulative

(%)

a. Sarvottam dairy Milk 55 55 55

b. Any other brand 00 00 55

c. Local dairy 05 05 60

d. Local loose milk vendor 40 40 100

baroda dairy milk local loose milk vendor local dairy any other brand0

10

20

30

40

50

60 55

40

5

0

Series 3Series 2No. of respondents

Interpretation:-

Here, the chart shows that the 55 respondents purchase

Sarvottam dairy milk, 40 respondents purchase local loose milk vendors and 5

respondents purchase local dairy milk out 100 respondents from Sihor.



Q.3- which brand do you purchase?

Sr. no Option Frequency Percentage

(%)

Cumulative

(%)

a. Amul Shakti 12 22 22

b. Amul Gold 38 69 91

c. Amul Slim & Trim 03 05 96

d. Amul cow’s milk 02 04 100

amul shakti amul gold amul slim & trim amul cow's milk0

5

10

15

20

25

30

35

40

12

38

3 2

Column3

Column2

No. of respondents

Interpretation:-

Here, the chart shoes that out of 55 Sarvottam dairy milk

users 12 respondents purchase Amulshakti milk, 38 respondents purchase Amul

gold milk, 3 respondents purchase Amul slim & trim milk and 2 respondents

purchase Amul cow’s milk.



Q.4- How did you come to know about the brands?

Sr.no Option Frequency Percentage

(%)

Cumulative

(%)

a. Friends & relative 26 47 47

b. Word of mouth 17 31 78

c. Retailer 07 13 91

d. Sign/Bill board 05 09 100

friends & relative world of mouth retailers sign/bill board0

5

10

15

20

25

3026

17

7 5

Column3

Column2

No. of respondents

Interpretation:-

Here, the chart shows that out of 55 Sarvottam dairy milk users 26 respondents

come to know about Sarvottam dairy by their friends and relative, 17

respondents come to know about Sarvottam dairy through words of mouth, 7

respondents come to know about Sarvottam dairy through retailers and 5

respondents come to know about Sarvottam dairy by sign/ bill board.

Q.5- Reasons for using Sarvottam dairy milk?




(%)

Cumulative(

%)

a. Easy available 23 42 42

b. Family preference 09 16 58

c. Proper fat contain 18 33 91

d. Price 05 09 100

easy available family preference proper fat contain price0

5

10

15

20

25 23

9

18

5

Column3

Column2

No. of respondents

Interpretation:-

Here, the chart shows that out of 55 Sarvottam dairy milk users 23 respondents

use Sarvottam dairy milk because of its easy available, 9 respondents purchase

Sarvottam dairy milk because their families prefer this brand, 18 respondents

purchase Sarvottam dairy milk because of its proper fat contain and 05

respondents purchase because of its price.

Q.6- How often do you purchase milk in a day ?

Sr.no Option Frequency Percentage Cumulative



(%) (%)

a. One time 86 86 86

b. Tow time 14 14 100

c. More than three time 00 00

one time two time more than three time0

10

20

30

40

50

60

70

80

90

100

86

14

0

Column2

Column1

No. of respondents

Interpretation:-

Here, the chart shows that 86 respondents purchase milk

only one time in a day and 14 respondents purchase milk two times in a day out

of 100 respondents of Sihor.

Q.7- When do you purchase milk?



Sr.no Option Morning Noon Evening Total

a. Summer 88 00 12 100

b. Winter 72 00 28 100

c. monsoon 70 00 30 100

summer winter monsoon0

10

20

30

40

50

60

70

80

90

100

88

72 70

12

28 30

morning noon

evening

Interpretation:-

Here, the chart showing that in summer 88 respondents purchase milk in

morning and 12 respondents purchase milk in evening, in winter 72 respondents

purchase milk in morning and 28 respondent purchase milk in evening and in

monsoon 70 respondents purchase milk in morning and 30 respondents

purchase milk in evening out of 100 respondents of Sihor.

Q.8- How long have you been using Sarvottam dairy milk?




(%)

Cumulative

(%)

a. Less than two years 06 11 11

b. Two to five years 13 24 35

c. Six to ten years 15 27 62

d. More than ten years 21 38 100

Interpretation:-

Here, the chart shows that out of 55 Sarvottam dairy milk users

6 respondents use Sarvottam dairy milk less than two years, 13 respondents use

Sarvottam dairy milk during two to five years, 15 respondents use Sarvottam

dairy milk during five to ten years and 21 respondents use Sarvottam dairy milk

more than ten years.

Q.9- Which size of pouch do you prefer to buy ?



Sr.no Size Frequency Percentage

(%)

Cumulative

(%)

a. 250ml 06 06 06

b. 500ml 18 18 24

c. 1ltr. . 47 47 71

d. More than 1ltrs. 29 29 100

less than 500ml 500ml to 1ltsr. 1ltr. To 2ltrs. more than 2ltrs.0

5

10

15

20

25

30

35

40

45

50

6

18

47

29Column2

Column1

No. of respondents

Interpretation:-

Here’ the chart shows that out of 100 respondents of Sihor 06 respondents

purchase less than 500ml milk in a day, 18 respondents purchase 5ooml to 1ltr.

Milk in a day, 47 respondents purchase 1ltr. To 2ltrs. Milk in a day and 29

respondents purchase more than 2ltrs. Milk in a day.

Q.10- Will you buy Sarvottam dairy milk if price increase?

Sr.no Option Frequency Percentage Cumulative (%)



a. Yes 39 71 71

b. No 16 29 100

39

16

No. of respondent

yesno

Interpretation:-

Here, the chart shows that out of 55 Sarvottam dairy milk

users 39 respondents are purchase Sarvottam dairy milk if price increase and 16

respondents don’t purchase.

Q.11 Are you satisfied with Sarvottam dairy Milk?



Sr.no Option Frequency Percentage Cumulative

(%)

a. Yes 43 78 78

b. No 12 22 100

.

43

12

No. of respondent

yesno

Interpretation:-

Here, the chart shows that out of 55 Sarvottam dairy milk users

43 respondents are satisfied with Sihor Milk and 12 respondents are not

satisfied with Sarvottam dairy milk

FINDINGS



Almost 100% respondents purchase milk in Sihor.

Almost 55% of the respondents’ source of milk is Sarvottam dairy

booth.

Almost 50% respondents come to know about Sarvottam dairy milk

brands from friends and relatives.

Almost 69% respondents purchase Amul gold in Sarvottam dairy milk

Brands.

Sarvottam dairy milk brands are easily available and have proper fat

contain.

Almost 86% respondents purchaseSarvottam dairy milk brands one time

only per day.

Most of the respondents purchase milk in the morning regardless the

season.

65% consumers have been using Sarvottam dairy milk for six years or

more than that.

Almost 50% consumers prefer to buy 1ltr. To 2ltrs. pouch.



71% respondents will buy Sarvottam dairy milk even if the price

increases.

78% respondents are satisfied with the Sarvottam dairy milk.



CONCLUSIONS

During my training I had done a project on Brand Awareness

and Brand Loyalty of Sarvottam dairy. I had learnt a lot and got opportunity to

know what consumer think and what they feel about Sarvottam dairy product

because I had done field work and I was in between the customers only. I

gained practical knowledge.

I analyzed from my questionnaire that there are about approximate 100%

customers aware to the Sarvottam dairy milk brands.

I had learnt sufficient consumers fully satisfied and loyal towards Sarvottam

dairy milk brands.



SUGGESTIONS

Sarvottam dairy s’ almost 20% consumers are not satisfied where as only

71% consumers are ready to buy even price increases. So Sarvottam dairy

has to be cautious while increasing the prices.

Sarvottam dairy has to maintain or/and increase the brand loyalty among

consumers.



QUESTIONNAIRES

1. Personal Informationa. Name :– b. Sex: - male Femalec. Age :– d. Occupation :–

2. Are you aware about Sarvottam dairyMilk ?a. Yes b. No

3. If yes, which of the following Products are you aware ofa.Amul gold b. Amulshaktic.Amul slim and trim d.Amul cow’s milk

4. Do you purchase milk? a. Yes b. No

5. If yes, then what is the source of milk?

a. Sarvottam dairy Milk b. Local Dairy

c. Local loose milk vendor d. Any other brand

6. If (A) then which brand do you purchase?

a. Amul Shakti b. Amul Gold

c. Amul Slim & Trim d. Amul Cow’s Milk

7. How did you come to know about the brands?



a.Friends&Relatives b. Words of mouth

c. Retailers d.Sign/Bill boards

8. Reasons for using Sarvottam dairy milk?

a. Easy availability b. Family preference

c. Proper fat contain d. Price

9. How often do you purchase milk per day?

a. One time b. Two time c. More than three time

10.When do you purchase milk?

Morning Noon EveningSummerWinterMonsoon

11.How long are you using Sarvottam dairy milk?

a. Less than two year b. Two to five years

c. Six to ten years d. More than ten years

12.How much quantity of milk do u purchase per day?

a.Less than 500ml b. 5ooml to 1ltr.

c.1ltr. to 2ltrs. d. More than 2ltrs.



13. If you are currently using Sarvottam dairy milk. Suppose this brand is not available at one shop. What will you do?

a. Search for the same brand in other shop & buy Yes No

b. Search for the same brand in other shop & wait if not available Yes No

c. Purchase from local Dairy or loose milk vendor immediately Yes No

14.Will you buy Sarvottam dairy Milk if price increase?

a. Yes b. No

15.Are you satisfied with Sarvottam dairy Milk?a. Yes b. No



BIBLIOGRAPHY

Following were the primary and secondary data resources used by me to prepare this report.

Reference book:

Marketing management by PHILIP KOTLERPublished by PEARSON EDUCATIONTWELFTH EDITION

Webliography:

www.indiandairy association.com www.pearsoned.co.in/pkotler

Reference material

Annual report of Sarvottam dairy 2010-2011.


http://www.indiandairy/

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