Project report on baroda dairy

A

SUMMER TRAINING REPORTON

“CONSUMER PREFERENCE AND BRAND RECALLABILITY OF BARODA DAIRY’S PRODUCTS IN BARODA CITY”

FOR

BARODA DISTRICT CO-OPERATIVEMILK PRODUCERS’ UNION LIMITED

Submitted toANAND INSTITUTE OF MANAGEMENT

IN PARTIAL FULFILLMENT OF THEREQUIREMENT OF THE AWARD FOR THE DEGREE OF

MASTERS OF BUSINESS ADMINISTRATION

UNDER THE GUIDANCE OF

Mr. Kerav Pandya Mr. A. P. JaganiLecturer Marketing OfficerAnand Institute of Management Baroda Dairy

Submitted By:

SAGAR PANCHALEXAM SEAT NO: B 010165

M.B.A- SEMESTER 2

ANAND INSTITUTE OF MANAGEMENTMBA PROGRAMME

OPP. TOWN HALL, NEAR GRID, ANAND

JULY 2010

TABLE OF CONTENTS

PrefaceAcknowledgementDeclarationExecutive Summary

SR.NO PARTICULARS PAGE NO.

PART-I General Information

1 About the industry 01

2 About the Company 06

3 About the Functional Departments Production Department Finance Department Marketing Department Human Resource Management Department Purchase and Stores Department Quality Assurance Department Dispatch and Logistics Department

14171922272830

PART-II Primary Study

4 Introduction Background of the Study Importance of the Study

3134

5 Overview of the Project Objective of the Study 35

6 Research Methodology Research Design Sources of Data Data Collection Method Population Sampling Method Sampling Frame

36

7 Data Analysis and Interpretation 37

8 Limitations of the Study 72

9 Results and Findings 73

10 Conclusion/Suggestions 76

AnnexureBibliography

LIST OF TABLES

Sr. No. ParticularsTable No.

Page No.

1 Age analysis 01 37

2 Gender analysis 02 38

3 Household income analysis 03 39

4 Occupation analysis 04 40

5The response consumption of the Baroda Dairy’s products

05 41

6The response of not consuming the Baroda Dairy’s products

06 42

7The top of the mind response of the Baroda Dairy’s products

07 43

8 Unprompted recallability of brands 08 45

9 The response for the 1st favorite brand 09 48

10 The response for the 2nd favorite brand 10 50

11 The prompted recallability of the brands 11 52

12 The recommended brands of products 12 55

13 The consumption pattern of 1st favorite brand 13 58

14 The consumption pattern of 2nd favorite brand 14 59

15 The buying pattern of the respondents 15 60

16 The satisfaction level of quality 16 61

17 The satisfaction level of price 17 62

18 The level of importance of the price attribute 18.1 63

19 The level of importance of the quality attribute 18.2 64

20 The level of importance of the availability attribute 18.3 65

21 The level of importance of the variants attribute 18.4 66

22 The level of importance of the packaging attribute 18.5 67

23 The level of importance of the quantity attribute 18.6 68

24The satisfaction/superiority level of Baroda dairy’s products

19 69

25The association between annual household income and average amount spent

20 70

LIST OF CHARTS

Sr. No. ParticularsChart No.

Page No.

1 Age analysis 01 372 Gender analysis 02 38

3 Household income analysis 03 39

4 Occupation analysis 04 40

5The response consumption of the Baroda Dairy’s products

05 41

6The response of not consuming the Baroda Dairy’s products

06 42

7The top of the mind response of the Baroda Dairy’s products

07 44

8 Unprompted recallability of brands 08.1 46

9The percentage of respondent for unprompted recalling other brands

08.2 47

10 The response for the 1st favorite brand 09 49

11 The response for the 2nd favorite brand 10 51

12 The prompted recallability of the brands 11.1 53

13 The percentage of prompted recallable brands 11.2 54

14 The recommended brands of products 12.1 56

15 The percentage of recommended brands 12.2 57

16 The consumption pattern of 1st favorite brand 13 58

17 The consumption pattern of 2nd favorite brand 14 59

18 The buying pattern of the respondents 15 60

19 The satisfaction level of quality 16 6120 The satisfaction level of price 17 62

21 The level of importance of the price attribute 18.1 63

22 The level of importance of the quality attribute 18.2 64

23 The level of importance of the availability attribute 18.3 65

24 The level of importance of the variants attribute 18.4 66

25 The level of importance of the packaging attribute 18.5 67

26 The level of importance of the quantity attribute 18.6 68

27The satisfaction/superiority level of Baroda dairy’s products

19 69

PREFACE

As MBA (Master of Business Administration) students our aim should not be only

to learn theoretical concepts in the classroom, but it becomes more important as how

we apply those concepts in practices.

At present the world is running very fast. We are coming across many modern

theories and implementation of machineries, to start new business. We must have the

knowledge of theories and practical, through it, the student can able know about how to

apply their mind in the real business world.

This program of industrial summer training is to create awareness about the

industrial environment amongst the students. Such training also plays vital role in MBA

programme.

The importance of training and project preparation has been widely accepted in

the education institutions. Thus knowing the importance of such practical training, our

college is providing six weeks training programme.

“Baroda District Co-Operative Milk Producers Union ltd” gave me the golden

opportunity to carry out my training programme in such a great organization. I have

prepared the detail report regarding the “Consumer Preference and Brand Recallability

of Baroda Dairy’s Products in Baroda city”. I have tried my best to collect all necessary

information relating to the project work.

ACKNOWLEDGEMENT

The work presented here is not a single effort as each and every person

associated with this project has contributed in the successful accomplishment of this

piece of work and is being thanked for their efforts.

I am thankful to the Director Dr. N.N.Patel Anand Institute of Management

(AIM), MBA programme, for giving me such an opportunity to have a practical exposure

and collect first hand data by myself.

I owe my heartiest thanks of Mr. Ravindra Mathur (Managing Director), Baroda

District Co-Operative milk producers Union LTD, for giving me an opportunity to be a part of

the Baroda Dairy and I am also thankful to other officers as under for allowing me to do

research in their prestigious organization and providing necessary information for the

research project.

Mr. V. C. Patel (Marketing Manager)

Mr. A. P. Jagani (Marketing Officer)

Mr. Alok Desai (Training Officer)

Moreover, I am thankful to Mrs. Kunjal Sinha madam, our Project guide

(mentor) for assisting me in every way to prepare this report. She shared with me her

valuable knowledge and guided me from time to time in order to improve my project.

I would like to thank all those people who were a part of this report in some way

or other for providing me all possible help and cooperating with me.

Without their cooperation I would not have been able to get their valuable

responses and thus would not have been able to complete the project.

Sagar Panchal

DECLARATION

I, SAGAR PANCHAL, hereby declare that the report on “Summer Training” entitled

“CONSUMER PREFERENCE AND BRAND RECALLABILITY OF BARODA DAIRY’S

PRODUCTS IN BARODA CITY” is a result of my own work and my indebtedness to

other work publications. Correction if any, will be duly acknowledged.

Place: Anand

Date: 20th July 2010 SAGAR V PANCHAL

EXECUTIVE SUMMARY

The report consists of the details on Baroda District Co-operative Milk Producers

Union Ltd. It is a co-operative society. The main aim of it is the welfare of the society by

providing quality milk to its consumers at an affordable price.

It has various functional departments such as the Production, Human Resource,

Finance, Marketing, Purchase and Stores, Quality Assurance, Dispatch and Logistics. A

detail study of all these departments have been made so as to get a clear view of the

working of each of them.

In addition to it a market research on the ‘Consumer Preference and Brand

Recallability of Baroda Dairy’s Products’ has been done in Baroda city. This survey is

useful for the company to know the status of brand Recallability among consumers

towards the products of Baroda dairy in Baroda city. This will enable the company to

take appropriate decision as needed to increase as well as to retain its customers in the

market. The survey has been analyzed by presenting it in the form of graphs and tables

and based on it; the interpretations have been made for the same. The results and

findings have also been made for the organization to help management in their

decisions. Lastly, the recommendations have also been made for the organization.

PART-I

General Information

About the Industry

INDIAN DAIRY INUSTRY

Introduction:

The dairy sector in the India has shown remarkable development in the past

decade and India has now become one of the largest producers of milk and value-

added milk products in the world. The dairy sector has developed through co-operatives

in many parts of the State. During 1997-98, the State had 60 milk processing plants with

an aggregate processing capacity of 5.8 million litres per day. In addition to these

processing plants, 123 Government and 33 co-operatives milk chilling centres operate

in the State.

Indian dairy industry:

Dairy is a place where handling of milk and milk products is done and technology

refers to the application of scientific knowledge for practical purposes. Dairy technology

has been defined as that branch of dairy science, which deals with the processing of

milk and the manufacture of milk products on an industrial scale.

In developed dairying countries such as the U.S.A., the year 1850 is seen as the

dividing line between farm and factory-scale production. Various factors contributed to

this change in these countries, viz. concentration of population in cities where jobs were

plentiful, rapid industrialization, improvement of transportation facilities, development of

machines, etc. whereas the rural areas were identified for milk production, the urban

centres were selected for the location of milk processing plants and product

manufacturing factories. These plants and factories were rapidly expanded and

modernized with improved machinery and equipment to secure the various advantages

of large-scale production. Nearly all the milk in the U.S.A. before 1900 was delivered as

raw (natural) milk. Once pasteurization was introduced, it developed rapidly. Mechanical

refrigeration helped in the rapid development of the factory system of market milk

distribution.

The highest milk producer in the entire globe – India boasts of that status. India is

otherwise known as the ‘Oyster’ of the global dairy industry, with opportunities galore to

the entrepreneurs globally. Anyone might want to capitalize on the largest and fastest

growing milk and milk products' market. The dairy industry in India has been witnessing

rapid growth. The liberalized economy provides more opportunities for MNCs and

foreign investors to release the full potential of this industry.

The main aim of the Indian dairy industry is only to better manage the national

resources to enhance milk production and upgrade milk processing using innovative

technologies.

The Indian dairy industry has aimed at better management of the national

resources to enhance milk production and upgrade milk processing involving new

innovative technologies. Multinational dairy giants can also make their foray in the

Indian dairy market in this challenging scenario and create a win-win situation for both.

In India, dairying has been practiced as a rural cottage industry since the remote

past. 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.

During the earlier years, each household in those countries maintained its ‘family

cow’ or secured milk from its neighbor who supplied those living close by. As the urban

population increased, fewer households could keep a cow for private use. 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 within easy driving distance began delivering milk over regular

routes in the cities. This was the beginning of the fluid milk-sheds which surround the

large cities of today. 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. The industry is still in

its infancy and barely 10% of our total milk production under goes organized handling.

NATIONAL DAIRY DEVELOPMENT BOARD

National Dairy Development Board (NDDB) was founded to replace...

Exploitation with empowerment,

Tradition with modernity,

Stagnation with growth,

An instrument for the development of India’s rural transforming dairying into an

instrument for the development of India’s rural people.

Prior to NDDB, the milk market was vastly governed by local private dairy and

these dairies were neither producing milk nor they were animal breeders and hence law

of demand and supply was unheard by those whose intentions were purely to make

more money from both the sides – that is from producers of milk (farmers) and

consumers at large. Establishment of NDDB broke that spell and traders were side lined

in due course.

The National Dairy Development Board was created in promote, finance and

support producer-owned and controlled organizations. NDDB’s efforts are co-operative

principles and the Anand Pattern of Co-operation

Philosophy of NDDB

1. Co-operation is the preferred form of enterprise, giving people control over the

resources, through democratic self governance.

2. All beneficiaries, particularly women and under privileged, must be involved in

co-operative management and decision making.

3. Technological and evolution search for better way to achieve the objective in

the dynamic market.

The NDDB was created in 1965, fulfilling the desire of the Prime Minister of India

– the late Lal Bahadur Shatri – to extend the success of the Kaira Co-operative Milk

Producers union (Amul) to other parts of India.

That success combined the wisdom and energy of farmers with professional

management to successfully capture liquid milk and milk product markets while

supporting farmer investment with inputs and services.

NDDB began its operations with the mission of making dairying a vehicle to a

better future for millions of grassroots milk producers. The mission achieved thrust and

direction with the launching of “Operation Flood”, a programme extending over 26 years

and which used World Bank loan to finance India’s emergence as the world’s largest

milk producing nation. Operation Flood’s third phase was completed in 1996 and has to

its credit a number of significant achievements.

As on March 2001, India’s 96,000 dairy co-operatives integrated through a three

tier co-operative structure – “The Anand Pattern”, owned by more than ten million

farmers, procure an average of 16.5 million liters of milk every day. The milk is

processed and marketed by 170 milk producers’ co-operative unions which, in turn, own

15 state co-operative milk marketing federations.

NDDB also promotes other commodity-based co-operatives, allied industries and

veterinary biological on an intensive and nation-wide basis. Dr. (Ms) Amrita Patel serves

as the Chairman of NDDB; Dr. Varghese Kurien was the founder Chairman.

About the Company

The Baroda District Cooperative Milk Producers' Union Ltd.

Baroda Dairy is a prestigious popular co-operative organization of farmers of

Vadodara District, providing good quality milk to the people of Sayaji Nagari since Last

52 Years. Baroda Dairy is a one of the leading dairies in INDIA having turnover of

Rs.4000 Million(2008-09) and has a 1300 member milk cooperative societies(2008-09),

800 Milk centers for distribution and sales of Milk, 500 Retailers for sales of milk

products and 1300 dedicated employees. The mission is to help farmers of the district to

grow & improve life style of rural people.

Introduction:

Baroda District lies in the centre of Gujarat, a state of Western India, well-known

for co-operative dairying. Baroda District co-operative Milk Producers’ union Ltd. Is the

full name of Baroda dairy. As the name suggests that it is a co-operative union. The

company is engaged in the production of milk, flavored milk, butter and ghee, butter

milk. The company also produces a wide variety of ice-cream, shrikhand, and many

sweets through Sugam unit, a subsidiary of Baroda dairy.

The plant is situated in Makarpura area, in the center of the city. The plants of

Baroda dairy are fully equipped with latest technology and modern facilities. Baroda

dairy always work for welfare of society.

Objective:

The Milk Union was established on 24th December 1957 with a view to relieve the

milk producers by the private milk venders and to give proper remuneration to them and

to supply good milk to the citizens of Baroda City.

Foundation of Dairy

With the view to relieve the milk producer from the exploitation by the private

vendors, and to give a remunerative price for their milk and to supply good quality of

milk to the citizen of Baroda city, the milk union was established on 24th December,

1957.

The milk union got guidance and help in all respect from the Neighboring milk

union of "Amul" especially from the Founder Chairman of "Amul", Shri T.K. Patel and

then the general manager, Dr.V.Kurien who supported and guided the Baroda Milk

Union. This union has strong leadership of Shri Maganbhai Patel, Founder Chairman

and Shri Jashvantlal Shah, Deputy Minister in the then state of Bombay. Under their

dynamic leadership the foundation stone of this union was laid.

First six milk co-operative societies became founder members of this union from

where the milk was brought for distribution, but, in the absence of adequate facilities for

chilling and pasteurization it was thought best to postpone the rural milk collection. In

turn, pasteurized hygienic milk from Amul Milk Union was brought for distribution to the

consumers of the Baroda city.

The foundation stone of 50,000 LPD Dairy Plant was laid on 24thAugust 1962, by

Shri T.K. Patel, the Doyen of the Co-operative Dairy Movement in Gujarat. In the year

1963-64 milk distribution through 21 Distribution centres were started in an organized

way.

In the year 1964-65, the union started its milk procurement from 120 milk co-

operative societies. The dairy plant commissioned on25th April, 1965, was inaugurated

by Shri Morarjibhai Desai, the then Finance Minister, and Government of India. Under

the milk distribution system, pasteurized milk in the bottles was supplied to the city

consumers. The bottling plant was set by UNICEF in collaboration with CARE to supply

the reconstitutes milk to school children on matching contribution basis.

COMPANY PROFILE:

UNIT NAME:

Baroda District Co-operative Milk Producers Union Ltd.

FORM OF ORGANIZATION:

Co-operative Sector

YEAR OF ESTABLISHMENT:

24TH December, 1957

REGISTERED OFFICE:

Baroda District Co-operative Milk Producers Union Ltd.Baroda Dairy,OPP. O.N.G.C. Regional Office, Makarpura Road, Baroda-390009E-Mail: [email protected]: www.barodadairy.comPhone: (0265) 2641066

SIZE OF THE UNIT:

Large Scale Industry

REGESTERED OFFICE NO.:

Rg. No. D 4/57

TOTAL UNITS:

1. Baroda Dairy - Baroda2. Sugam Unit – Baroda3. Cattle Feed Category – Itola4. Milk Chilling Centre – Bodeli5. Veterinary Sub Unit – Savli6. Veterinary Sub Unit – Dabhoi

MAN POWER:

Permanent: 1378

Temporary: 475

mailto:[email protected]

http://www.barodadairy.com/

BOARD OF DIRECTORS:

1) Shri Narendra Mukhi Chair Man

2) Shri Satishbhai patel Vice Chair Man

3)Shri Ravindra Mathur Managing Director

4) Shri Sureshbhai Z. patel Director

5) Shri Upendrasinghji p. Gohil Director

6) Shri Ganpatsinghji M. Solanki Director

7) Shri Ashwinbhai C. patel Director

8) Shri Ajitsingh R. Thakor Director

9) Shri Dilipbhai N. Patel Director

10) Shri Ganpatsinghji B. Solanki

Director

11) Shri K.T Amin Director

12) Shri Dinsa N. patel Director

13) Shri Ranjit singh M. Rathwa Director

14) Shri Thakorbhai V. patel Director

15) Shri kiritsinghji j. Maharaul Director

16) Shri Bakul bhai k. patel Director

17) Shri K.M. Jala Director

18) Shri Deepak Dalai Director

19) Shri Arun Vayanganker Director

20) Shri Deepal Dalai District Registrar

21) Shri K M Joshi General Manager

AUDITOR: Ramesh M Patel. (Sp. auditor)

Current Expansions:

The dairy has started manufacturing bottled mineral water. Water from the river

Narmada will be used for manufacturing mineral water, which will be marketed in bottles

and pouches. A 12-km pipeline has been laid to pump water from the Narmada. The

dairy has already got 90% subsidy from the Centre for the project. The project name is

“NARMADA NEER”.

Future Expansions:

Baroda Dairy, run by Baroda District Milk Cooperative Union, is all set to venture

into manufacturing of tomato ketchup. The dairy has decided to take up a green field

project for setting up a tomato ketchup manufacturing facility in central Gujarat. The

dairy also plans to market the product at a later stage.

Baroda dairy is currently giving final touches to the project report. According to

top officials of the dairy, the proposed plant will come up in the Bodeli area. Around Rs

7-8 crore would be required to set up the new unit, for which the dairy has already

acquired land. "Bodeli is an ideal location for such a plant as its surrounding area such a

Chhota Udaipur, Pavijetpur and Sankeda grow tomatoes on a large scale. Tomatoes

will be procured from these areas, according to the dairy officials.

Baroda Dairy is also going to introduce Idli-Dhosa centre after the success of

Pizza. As per the latest news given in the local news paper dated 8th June, 2010 that

Baroda Dairy has increased its turnover with Rs.62 crores. And also with the

expenditure of Rs.20 crores, the Dairy will launch a new plant with the capacity of 7

LAKH LITRES.

Present Products Mix:

Baroda Dairy is a unique place processing several products from the basic raw-

material i.e. Milk, These products are as under and are immensely popular in and

around city of Baroda.

Milk

Butter Milk(Chhash)

Curd

Flavoured Milk

Butter

Cheese

Paneer

Ghee

Rajwadi Kadhi

Thickshake

Dry Sweets

Ice-cream

Pizza

Shrikhand

Vision and Mission:

Baroda Dairy is a Co-operative society and it is not just a profit making unit but to

serve the better worth to society. The main mission of the Baroda dairy is to assure and

safeguard the interest of the both nominal consumer of milk in city area and supplier of

rural areas. And for this the Baroda Dairy deals according to provide BEST QUALITY

product at REASONALBE PRICE to their customers

Environment Policy:

We are committed to protect and preserve natural Environment for social welfare

and co-existence. Baroda Dairy, A leading co-operative organization is engaged in

manufacturing and marketing of milk and milk products in India and abroad.

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.

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.

A high level of plant and personnel hygiene and housekeeping is maintained to

avoid any cross contamination. The housekeeping audits are conducted periodically

and employees are motivated to participate in good Housekeeping Competitions.

The dairy develops and maintains lawn and trees on open land within the

premises. Baroda Dairy now, looks forward to implement ISO-14001:1996

Environmental management System with the objective to prevent pollution and protect

environment through proper Management and control of its activities, products and

services.

Achievements:

Achievement of holding ISO 9002 HACCP 9000 certificate.

National Productivity Award for the best Productivity.

Jamnalal Bajaj Award in 1994-1995.

Award for good housekeeping at state level.

Baroda Dairy was second achieving the award in Horticulture.

Received International recognition ISO 14001 Certificate for the maintenance

of Natural Environment.

Received second Prize for minimum accidents among drugs

pharmaceuticals food and dairy Industry.

About the Functional Departments

Production

Department

ORGANIZATIONAL STRUCTURE OF PRODUCTION DEPARTMENT

INTRODUCTION

Production Department is most important part in any organization, firm,

company or co-operative sectors. Production can be made for the middle users or for

the end-users (direct consumers). Production do the main work of converting raw

material into semi-finished or finished goods, it depends on what kind of production the

organization is doing.

In the context of BARODA DAIRY, people have endless demand for milk and

milk products. BARODA DAIRY undertakes the procurement of milk and its production

likewise satisfying the needs and demand of people. It estimates the demand and

accordingly production is done for which arrangement of Raw material, finance and

provision for selling is made by BARODA DAIRY.

The Production Department is interrelated with the Personnel, Finance, and

Marketing Department. During the year the average weight of milk received from the co-

operative milk societies was 3,34,588 kg. The maximum quantity of milk received in one

day was 4,44,008 kg during the year.

Major Products of Baroda Dairy:

Following are the some milk products that the Baroda Dairy products

and sale in different areas of Baroda district.

Amul Gold 22,98,259 litres per dayAmul Shakti 71,24,528 litres per dayAmul Cow 6,14,867 litres per dayTotal 1,00,37,654 litres per dayDaily Average 3,34,588 litres per day

Flavoured milk pouch 33149 pouches per day

Flavoured milk bottles 31114 bottles per day

Goras chhas 14,39,04 pouch of 500ml per dayJira Chhas 14,16,552 pouch of 200ml per dayMasti Dahi 2,80,711 pouches of 200ml per dayRajwadi Kadhi 21,863 pouches of 500ml per month

Activities of Production Department:

There are mainly five (5) activities done by the Production Department. They are as follows:

1. Raw Material Receiving Dock

2. Pasteurization

3. Standardization

4. Homogenization

5. Pouch packing Section

Baroda 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.

Finance Department

INTRODUCTION

Finance is the most crucial part in any organization. Finance is required in each

& every stage of the business. Business is nothing but a process of making money

through money.

The finance department of a business takes responsibility for organizing the

financial and accounting affairs including the preparation and presentation of

appropriate accounts, and the provision of financial information for managers

The primary purpose of the Finance Department is to monitor and report on the

financial position of the Baroda Dairy and to provide an excellent level of service to their

public customers and customers in other City Departments.

It can be acquired through various sources. After the acquisition of finance, the

work of utilization of finance is to be decided. The finance department has to deal with

not only the procurement of finance but also with the proper utilization of it. Finance is

the basic requirement for purchase of assets, production of goods, marketing, selling,

etc. The finance department takes the decision regarding financial matters. Thus, we

can say that finance dept. is one of the most important dept.

Source of Finance in Baroda Dairy

Baroda dairy does not raise finance for short term as all the requirement for

short-term finance are fulfilled by the internal sources (i.e. reserves & surplus). Mostly,

finance is raised from long-term sources of finance. All the requirement of finance is

fulfilled either by issuing equity shares or by taking loan from “National Dairy

Development Board”. The repayment of loan is done in equal installments, the amount

is pre-decided. Generally, 6% interest is charged on the amount of loan.

The Main Areas Covered By Financial Department in Dairy

Book keeping procedures.

Creating a balance sheet & profit and loss account.

Providing information to management.

Management of wages & salary.

Raising Funds.

Cost allocation.

Capital Structure in Baroda Dairy

Capital structure of an organization refers to procurement of capital. capital

structure including all the financial. Thus capital structures of an organization show how

or through which sources raised.

Baroda dairy is a co-operative society and its shares are out listed in stock

exchange. However the shares are purchased by the milk societies who can easily

become its members. These societies are not paid dividend but get prices difference.

Baroda Dairy Is A Co-Operative Organization. It Does Not Issue Right Or Any

Other Public Issue. Therefore There Is No Question Of Any Bonus.

“BARODA DAIRY” does not have any other source of raising fund from its

profits. For any undertaking it is financial by NDDB or self financing.

Marketing

Department

ORGANIZATIONAL STRUCTURE OF MARKETING DEPARTMENT

INTRODUCTION

“It is clearly said that Marketing Department is the Front Face of any

organization or firm”. This is said because marketing is the only means from where

the consumers can know about the upcoming products of the firm or organization. This

indirectly gives result in increased sales of products.

Marketing - in other sense, means promoting the product publically and to bring

revenue through sales. Marketing Department does the function of creating demand in

people and generates sales from it, which completely depends on marketing

department.

Baroda dairy is having a full-fledged marketing dept. where all the functions

related to marketing are performed. As a part of marketing strategy Baroda Dairy has

increased its Morning milk centers

Target Market of Baroda Dairy

The whole city of Baroda is the target market for Baroda dairy. Also the town of

Baroda city is the target market for the Baroda dairy. Baroda dairy’s milk and its

products are very popular among people of Baroda which made BARODA DAIRY a

“MARKET LEADER”

Market Share

Baroda dairy has 80% market share. It is market leader. It is due to the quality

and variety of milk & milk products which are sold at reasonable price.

Advertisement

Baroda dairy does not have to advertise on a large scale for its products because

most of the people are aware of the products produced by the dairy. In fact, the

products are of daily used and they are so popular that there is little need for

advertisement.

Pricing Policy

“Price” may be defined as the value of product expressed in the monetary terms

which a consumer pay or expected to pay in exchange and anticipation of the expected

or offered utility. Therefore, we can say “price is a link between the consumer and

organisation”. As the main objective of Baroda dairy is not profit maximisation, so it sets

reasonable price for its products. It considers the interest both the parties. i.e. the

suppliers of milk and the consumers currently, all over India the price of milk is fixed by

the NDDB (National Dairy Development Board)

Export

The products produced at Baroda dairy are not exported to other countries. The

products of SUGAM unit are Exports to countries like……..

USASINGEAPOREJAPANAUSTRALIAKUWAITBATLERINDUBAIABUDHABI

Warehousing & Transportation

Warehousing:-

Baroda dairy does not have any warehouse but it has “cold storage”. Mostly, all

the products are perishable in nature so there is a facility of cold storage and it is within

the dairy premises.

Transportation:-

There is use of private vehicles i.e. tempo & trucks which are hired to transport

milk. The transportation cost is low as it is within Baroda district.

Human Resource Department

INTRODUCTION

There is a well versed Quote saying that “Employees are the assets of any

organization” Which depicts that they are most important tool of organization. Thus to

maintain them for the organization, Personnel department (Human Resource

Department) is kept for the well being of employees.

The function of Human Resource Department can be seen in each and every

department of any organization. Thus it can be easily said that “The Human Resource

Department” is the heart of any organization. The function of Human Resource

Management is to manage the people working in the organization. It mainly focused on

the intrapersonal relationship and interpersonal relationship of employees.

Human Resource Management in simple words means planning, organizing,

directing and controlling of procurement, recruitment, selection, training and

development, compensation, integration, maintenance, appraisal, allocation and

separation of Human Resources

Thus, Human Resource Management refers to set of programme, functions and

activities designed and carried out in order to MAXIMIZE the employee’s as well as

organizational efficiency and effectiveness.

Human Resource Management at Baroda Dairy

“Baroda Dairy is one of the leading Dairy” It shares collaborative and friendly

relationship with preferred partners, employees, consumers and other workers involved

to it. It maintains a transparency in handling the above relations and stick to its

standards.

The HRM function or Personnel department function in Baroda Dairy is indeed

vast. All major activities since working of a worker – from the time of his/her selection in

to an organization until he/she resigns or get retired or leave job for any reason – comes

under the preview of HRM.

The HR planning in Dairy is very smooth and transparent. It made Baroda Dairy

a HUGE BIG Family of approximately 1400 employees. In Baroda Dairy major attention

is given on the welfare and Safety of employees. They are also given different kind of

incentives to increase their production effectiveness.

Dairy also focuses on developing human value and potential through various

bearing and development activities and provide favorable atmosphere. All these

functions are performed by HR in Baroda Dairy.

ORGANOGRAM OF PERSONNEL DEPARTMENT

GENERAL MANAGER (P&A)

MANAGER(PERSONNEL)

MANAGERTIME KEEPING

MANAGER(ADMIN)

SUPERINTENDENT(TELEPHONE)

OFFICER OFFICER SR. OFFICEROFFICER

JR. OFFICER JR. OFFICER JR. OFFICER

SR. EXECUTIVE SR. EXECUTIVESR.EXECUTIVE

JR. ASSISTANT JR. ASSISTENTTIME KEEPER

JR.ASSISTANT(ADMIN)

MANAGING DIRECTOR

Human Resource Is Divided Into Different Parts

The HR in Baroda Dairy in mainly divided into four sections:

Personnel Department

Recruitment, selection, training, industrial relations, negotiation with Union

etc.

Administration Department

Its handles canteen, security, welfare facilities, safety, Any theft or loss,

Absenteeism , events, AGM meeting organizing, licensing work, hygiene of

various dept, etc.

Time Keeping Department

It handles salary & wages, records of employees, provides benefit of

statutory, ESS, Form fill up, punching System, provident fund, ESI etc.

Telephone Department & Computer Department

Maintains the connection of each department and provides facility of CUG to

each employee to remain in contact while doing work. So that if any query or

problem occur they can contact each other easily. Computer system handles

the whole MIS in Baroda Dairy.

Trade Union in Dairy

Trade unions are the voluntary collective group of employees or employers

formed to promote and convey their interest through collective actions to the

organization.

At Baroda dairy, there are two unions. One for the workers & another for officers which

are working for the following:-

1. BARODA DAIRY TRADE UNION:- ( FOR OFFICER)

2. RASTRIYA MAJDOOR UNION:- ( FOR WORKERS)

To get adequate bonus

Strive for better working condition.

To secure better pay scale for employees in keeping with the prevailing

standards of living in the country.

To work for welfare and development of workers educational facilities and group

benefit scheme for them.

Recruitment

Recruitment is a process of searching for prospective employees & stimulating

them to apply for the job in the org. Recruitment of an employee is done on the bases of

“Human Resource Planning” carried by Baroda dairy Mgt. At Baroda dairy recruitment is

done through both sources i.e. internal as well as external sources.

Internal Recruitment:

Recruiting employees internally like promotion, transfers, etc.

External Recruitment:

Recruiting employees form job portals, employment exchange, campus interview,

advertisements. Dairy uses External source of recruitment mostly.

Selection

Selection procedure includes the selecting Right candidate, at Right time, for

right job. It is as follows:

Application form Bio-data analysis Short-listing. Interviews References/security screening Ability tests Aptitude, intelligence and personality Work experience/short term contracts Medical checkups. Placement/Appointment.

Purchase and Stores Department

INTRODUCTION

Inventory Management System

In Baroda dairy, the store department uses the FIFO method. I.e. First In First

Out method of inventory management.

Purchase Procedure

Baroda Dairy’s main raw material is milk. The purchase department has only to

pick up just 10% of other raw material. The purchase procedure is as under :

1. First of all respective department heads find out their need and get it approve

by the managing director.

2. Then they contact the stores department.

3. After this they send an indent to the purchase department.

4. The purchase department then asks for quotation from the suppliers.

5. After the quotations are received will then be selected.

6. The least cost giving suppler will then be selected.

7. Then take the approval and give the authority to the supplier who gets the

quotation passed.

8. Then just let the finance department will make the payment the supplier after

the delivery of goods.

Types of Stores

Cold Stores

The cold stores are use for storing milk, chhas, flavored milk, dahi etc. and many other

products.

General Store 1

In this general store, the veterinary products, medicines, transportation instrument,

buckets, flavors for milk and shrikhand are stored here.

General Store 2

Here plastic of milk bags is store; tins of ghee, milk powder, fodder for cattle’s etc. are

stored.

Quality Assurance Department

ORGANIZATIONAL STRUCTURE OF QUALITY CONTROL

DEPARTMENT

INTRODUCTION

Activities Carried By People in Quality Control Lab

Superintendent

The superintendent observes all the activities in the lab, packing and giving the

guidance.

Junior Officer

Here the officer looks after all Agmarks related to ghee and butter in the lab.

Senior Officer

Here the senior chemist looks after ISO 14000 and ISO 9000-20000 certificates.

Chemist

The chemist looks after all the society milk, pasteurized milk and other milk

products.

Sampler

The sampler takes the samples from the milk received from different co-operative

societies.

Micro Biologist (Milk Plant)

The microbiologist cleans up all the tools and machines, which are used for milk,

butter and buttermilk.

Dispatch and Logistics

Department

INTRODUCTION

Dispatch and Logistics

All activities carried out under the supervision and order General Manager of

Marketing head i.e. order of milk and milk products are dispatched as per the order of

customers and retailer and all records of dispatch are kept in dispatch register and

computer.

In dispatch department the work is divided in 3 shifts

1. Morning

2. Afternoon

3. Evening

Sources of Mode of Transportation

There are trucks, tempos, insulated vans, three wheeler tempos are used to deliver the

milk and the milk products in all the three shifts.

PART-II

Primary Study

Overview of the Project

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. Baroda 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

GHEE

Ghee

Butter

Sr. No. Type Quantity

1 Table Butter 100 gm

2 White Butter 500 gm

Sr. No. Brand Name Fat SNFPrice

(500 ml)

Price

(5 ltr)

Price

(200ml)

1 Amul Gold 6.00 9.00 Rs 14.00 Rs 140

2 Amul Shakti 4.50 8.50 Rs 13.00 Rs 130

3 Amul Cow’s Milk 3.50 8.50 Rs 12.00 Rs 05

4 Amul Slim & Trim 1.50 9.00 Rs 10.50

Sr. No. Type of Ghee Brand Name Quantity Price

1 Ghee of Mix Milk Surbhi 500 ml Rs 130/-

2 Ghee of Mix Milk Surbhi 15 liters Rs. 3900/-

3 Ghee of Cow’s milk Surbhi 200 ml Rs 55/-

4 Ghee of Cow’s milk Surbhi 500 ml Rs 134/-

5 Ghee of Cow’s milk Surbhi 15 liters Rs 4050/-

Flavored Milk

Sr.

No.Packing Quantity Price

1 Bottle 200 ml Rs 12.00

2 Pouch 200 ml Rs 07.00

Butter Milk

Sr. No. Type Quantity Price

1 Goras (Simple Chaas) 500 gm Rs 05.50

2 Goras (Simple Chaas) 5 liters Rs 55.00

3 Jira Chaas 200 gm Rs 03.00

4 Masala Chaas 200 gm Rs 03.00

Rajwadi Kadhi

Sr. No. Packing Quantity Price

1 Pouch 500 ml Rs 07.00

Curd

Sr. No. Packing Quantity Price

1 Pouch 200 ml Rs 07.00

LASSI DRY SWEETS (MITHAEE) ICE-CREAM THICKSHAKE PIZZA PANEER SRIKHAND And CHEESE is the other products, which are also manufacture by the Baroda Dairy.

The above mention products are immensely popular among the consumers of

baroda city and become the brand among them. Thus the dairy has increased its sales

of its products in order to meet the demands of the consumers. The quality of these

products is far superior to that of the other local manufacturers of the similar types of

products.

It is very important for the dairy to satisfy the needs of the consumers who have

join the dairy with some expectations in terms of price, quality and quantity. As dairy is

engage in manufacturing many products along with the milk, it is very essential to give

regular attention on them also. This is very important to know about consumer

preference and brand awareness towards these products. So I am going to study the

consumer preference and brand recallability towards Baroda Dairy’s products.

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

baroda 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 baroda 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 baroda dairy.

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

baroda dairy.

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

brands of products.

Objectives of the study

Primary objective:

To Know the Consumer Preference and Brand Recallability towards

Baroda Dairy’s Products in Baroda City.

Secondary objectives:

Frequency of buying of preferred products of baroda dairy

To know the importance of various attributes of the products of baroda

dairy.

To know the buying behavior or pattern of consumers towards purchase of

baroda dairy’s products.

To know about the respondent’s opinion on quality, price of the products

of baroda dairy.

Research

Methodology

Research Design

In this study a descriptive research design has been chosen.

Sources of Data

Primary Data:

The primary data is collected with the help of the questionnaire by taking the

responses of the respondents. As all the respondents are aware about this type of

survey it becomes easy for me to collect the information needed for the study.

Secondary Data:

The secondary data is collected through the following sources:

Past Reports

Data through internet source

Annual reports of the Baroda Dairy

Data collection method

Personal survey has been used to collect the data through structured

questionnaire.

Universe

The universe consists the respondents of the baroda city.

Sampling method

Convenience Sampling Method has been used to select the samples.

Sample size

Samples of 100 respondents are taken from the city for the study.

Sampling frame

Individuals from baroda city.

Data Analysis And

Interpretation

AGE ANALYSIS:

Table-1

Table showing the age of the respondents

Age No. of respondentsBelow-20 0121-40 5441-55 3755-Above 08

TOTAL 100

Chart-1

Chart showing the age of the respondents

Analysis:-

This chart shows the diversity in the age group that I have chosen for my sample

study regarding consumer preference and brand recallability of the Baroda dairy’s

products. From the above analysis, it can be noted that the majority belongs to age

group between 21-40 (54 respondents), while the age group of 41-55 consists of 37

respondents, further 8 respondents fall under the 55-above age group and lastly only 1

respondent fall under below-20 age group who prefer and are able to recall the products

of baroda dairy.

GENDER ANALYSIS:

Table-2

Table showing the gender of the respondents

Gender No. of respondentsMale 66Female 34TOTAL 100

Chart-2

Chart showing the gender of the respondents

Analysis:

The above chart shows that out of 100 respondents surveyed during the

research study 66 respondents are male respondent and the rest 34 respondents are

female respondent.

ANNUAL HOUSEHOLD INCOME ANALYSIS:

Table-3

Table showing the annual household income of the respondents

Annual Household Income No. of respondentsLess than 2,00,000 112,00,001 - 4,00,000 414,00,001 - 6 ,00,000 31More than 6,00,000 17TOTAL 100

Chart-3

Chart showing the annual household income of the respondents

Analysis:

Here, in this chart out of 100, majority of the respondents i.e. 41 have the annual

household income between 2 lac-4 lac. While 31 respondents are having the income of

4 lac-6 lac. People with more than 6 lac are consists of 17 respondents and lastly 11

respondents fall under the income of less than 2 lac.

OCCUPATION ANALYSIS:

Table-4

Table showing the occupation of the respondents

Occupation No. of respondentsService 42

Self-employed 29Student 16Others 13TOTAL 100

Chart-4

Chart showing the occupation of the respondents

Analysis:

Out of 100 surveyed respondents, 42 of them are having service background,

while 29 respondents are self-employed, 16 are student and the remaining is included in

others (basically are housewife). This means that 42% of respondents are from service

by occupation and 29% of them are self-employed, 16% are student while the rest 23%

are others i.e. housewives. So from the above graph, it is clear that the surveyed

respondents were mostly from service and self-employed by occupation.

Q1. Do you consume Baroda Dairy’s products?

Table-5

Table showing the response for the consumption of the Baroda Dairy’s products

Response No. of respondentsYES 100

NO 0TOTAL 100

Chart-5

Chart showing the response for the consumption of the Baroda Dairy’s products

Analysis:

Out of the total 100 respondents, all the 100 respondents are consuming

one or the other products of the Baroda Dairy. There is no respondent who is not

consuming any product of the Baroda Dairy. So of the total households, 100% people

are consuming the Baroda Dairy’s products in some or the other way.

Q2. If NO, then what is the reason?

Table-6

Table showing the response of not consuming the Baroda Dairy’s products

Response No. of respondents

YES 100NO 0

TOTAL 100

Chart-6Chart showing the response of not consuming the Baroda Dairy’s products

Analysis:

Here, in the chart there is no respondent who is not consuming the Baroda

Dairy’s products. Every surveyed respondent is consuming the at least one product of

the Baroda Dairy. So there is no specific reason for not consuming the Baroda Dairy’s

products.

BRAND RECALLABILITY:

Unprompted brand recallability

Q3. (A) Which ONE brand comes to your mind, when you think about Baroda Dairy?

Table-7

Table showing the top of the mind response of the Baroda Dairy’s products

Brand No. of respondentsMilk 55

Butter milk (Chhas) 04

Curd (Dahi) 04

Flavored milk 05

Butter 02

Ghee 00

Lassi 05

Dry Sweets (Mithaee) 01

Ice-cream 09

Rajwadi kadhi 01

Thickshake 00

Pizza 01

Paneer 02

Shrikhand 08

Cheese 03

TOTAL 100

Chart-7

Chart showing the top of the mind response of the Baroda Dairy’s products

Analysis:

From the above table as well as from the chart it is clearly observed that the

product Milk is set at the top of the mind of the respondent when they think about the

Baroda Dairy. Out of the total 100 respondents, the product Milk is set at the top of the

tongue or it can also be said that it is at the top of the mind among majority of the

respondents i.e. 55 when they think about Baroda dairy. While the product Ice-cream is

followed by the product milk as secure the position at the top of the mind among the 9

surveyed respondents. Further the product Shrikhand set at the top of the mind among

the 8 respondents and similarly with the rest of the products.

Lastly, the products Ghee and Thickshake could not able to set their presence at

the top of the mind among any of the surveyed respondents.

Q3. (B) Are there any other brands that come to your mind as well?

Table-8

Table showing unprompted recallability of brands

Brand No. of respondents % of respondent

Milk 44 08

Butter milk (Chhas) 64 11

Curd (Dahi) 60 11

Flavored milk 56 10

Butter 46 08

Ghee 45 08

Lassi 37 06

Dry Sweets (Mithaee) 44 08

Ice-cream 60 11

Rajwadi kadhi 13 02

Thickshake 09 02

Pizza 20 03

Paneer 19 03

Shrikhand 33 06

Cheese 20 03

TOTAL 570 100

Chart-8.1

Chart showing the response of unprompted recallability of the other brands

Analysis:

As there were multiple responses given by the respondents, it is clearly observed

from the above chart that the maximum numbers of respondents are able to recall the

brand buttermilk other than their top of the mind brand. This brand consists of 64

respondents. While the brands of products Curd and Ice-cream both include equal

respondents of 60 in numbers who are able to recall unpromptedly. Further at the third

position is secured by the product flavored milk which has 56 respondents who are able

to recall the brand unpromptedly.

While the brands butter and ghee which is more popular among the housewives

is able to recall unpromptedly. This consist of the respondents 46 and 45 respectively

for both the brands of products. Further the brand milk and dry sweets consists same

number of respondents for recalling them without prompting about them.

Lastly, the brands Thickshake and Rajwadi kadhi which are recall very few by the

respondents who are surveyed during the research study.

Chart-8.2

Chart showing the percentage of respondent for unprompted recalling other brands

Analysis:

The above shows the respondents for recalling the brands unpromptedly other

than their top of the mind brand. As we can observe that 11% of the total respondents

are able to recall the brands buttermilk curd and ice-cream without prompting them

about these brands.

While only 2% of the respondents are able to recall the brands Rajwadi kadhi

and Thickshake without probing them for the brands.

Q3. (C) Which brand of product would you say is your 1st favorite brand? It may or may

not be the brand you use/chose most often.

Table-9

Table showing the response for the 1st favorite brand

Brand No. of respondents

Milk 31


Curd (Dahi) 04

Flavored milk 06

Butter 05

Ghee 02

Lassi 04


Ice-cream 21

Rajwadi kadhi 00

Thickshake 01

Pizza 01

Paneer 02

Shrikhand 04

Cheese 06

TOTAL 100

Chart-9

Chart showing the response for the 1st favorite brand

Analysis:

The above chart shows the response of the respondents for their 1st favorite

brand among all the brands that are manufacture by the dairy. So from this chart out of

the 100 respondents, 31 respondents have the milk as their 1st favorite brand. While 21

respondents say that their 1st favorite brand is ice-cream. Further 13 respondents say

that butter milk is their 1st favorite brand. While the rest brands such as curd, flavored

milk, butter, ghee, lassi, thickshake, pizza, paneer, shrikhand and cheese are the 1st

favorite brands which consists of 4, 6, 5, 2, 4, 1, 1, 2, 4, and 6 respondents respectively.

Lastly, the brand dry sweets and rajwadi kadhi are not the 1st favorite brand

among any of the surveyed respondents.

Q3. (D) Which brand of product would you say is your 2nd favorite brand?

Table-10

Table showing the response for the 2nd favorite brand

Brand No. of respondents

Milk 18


Curd (Dahi) 09

Flavored milk 08

Butter 08

Ghee 01

Lassi 08


Ice-cream 20

Rajwadi kadhi 01

Thickshake 00

Pizza 02

Paneer 02

Shrikhand 03

Cheese 02

TOTAL 100

Chart-10

Chart showing the response for the 2nd favorite brand

Analysis:

Here the above chart shows the 2nd favorite brand of the consumers who are

surveyed during the study research. So from the total of 100 respondents, the brand

ice-cream is the 2nd favorite brand of 20 respondents while 18 respondents preferred

milk as their 2nd favorite brand. And 11 respondents chose buttermilk as their 2nd favorite

brand.

Further the brand curd is chosen as 2nd favorite brand by 9 respondents and the

brands such as flavored milk, butter and lassi have 8 respondents each who select

them as their 2nd favorite brand. While 7 respondents chose dry sweets as their 2nd

favorite brand.

At the end, 2 respondents for each of the brands namely pizza, paneer and

cheese and 1 respondents for each brands such as ghee and rajwadi kadhi have

chosen their 2nd favorite brand. Lastly, none of the respondents have chose thickshake

as their 2nd favorite brand.

Thus, it can be observed that the brand ice-cream is either 1st or 2nd favorite

among majority of the respondents who were surveyed during the study.

Prompted Brand Recallability

Q3. (E) I have here a list of brands. Can you tell which these brands are you able to

recall of?

Table-11

Table showing the prompted recallability of the brands


Milk 04 01


Curd (Dahi) 15 03

Flavored milk 34 07

Butter 32 06

Ghee 40 08

Lassi 50 10


Ice-cream 40 08

Rajwadi kadhi 34 07

Thickshake 48 10

Pizza 61 12

Paneer 50 10

Shrikhand 41 08

Cheese 15 03

TOTAL 500 100

Chart-11.1

Chart showing the prompted recallability of the brands

Analysis:

Here in this chart, as there were multiple answers given by the respondents,

majority of the respondents when they are prompted for other brands to recall of they

were able to recall pizza out of all the brands the most i.e. 61 respondents are able to

recall pizza when they are exposed to the lists of the brands that are manufacture by

the Baroda Dairy. The next most prompted recallable brands are paneer and lassi which

has equal respondents i.e. 50. The next 48 respondents are able to recall thickshake

when the list of brands was shown to them. 41 respondents are able to recall the brand

shrikhand when they were exposed to the list of brands. 40 respondents are able to

recall the brands ice-cream and ghee while 34 respondents were able to recall the

brands rajwadi kadhi and flavored milk when the list of brands was shown to them.

While 32 respondents and 24 respondents are able to recall the brand butter and dry

sweet respectively when they are prompted to recall by showing them the list of brands.

Further, 15 respondents were able to recall the brands curd and cheese and 12

respondents were able to recall butter milk when they are prompted. And lastly, only 4

respondents were able to recall milk as a brand when the list of brands of products was

shown to them.

Chart-11.2

Chart showing the percentage of prompted recallable brands

Analysis:

The above chart shows the percentage of prompted recallable brands by the

respondents. 12% of the respondents were able to recall the brand pizza when they are

prompted to recall. While 10% of the respondents were able to recall the brands such

as paneer, thickshake and lassi when they were exposed to the list of brands. Further

8% of the respondents were able to recall the brands ice-cream and shrikhand when the

list of brands was shown to them. Similarly the remaining percentage out of hundred

were share among the rest of the brands when the list of brands was shown to the

respondents.

Lastly, 1%, 2% and 3% are shared among the brand milk, butter milk and curd

respectively.

Recommended Brands

Q3. (F) If you had to recommend the brands of products of Baroda Dairy to

somebody, which brands would it be?

Table- 12

Table showing the recommended brands of products


Milk 57 16


Curd (Dahi) 26 07

Flavored milk 24 07

Butter 13 04

Ghee 11 03

Lassi 17 05


Ice-cream 50 14

Rajwadi kadhi 09 02

Thickshake 22 06

Pizza 11 03

Paneer 18 05

Shrikhand 31 08

Cheese 21 06

TOTAL 362 100

Chart-12.1

Chart showing the recommended brands

Analysis:

Here in this chart, milk was recommended by the majority of the respondents i.e.

57. The next recommended brand is ice-cream which was consists of 50 respondents.

The next brand which was recommended to others by the surveyed respondents is

butter milk and shrikhand which was recommended by 38 and 31 respondents

respectively. Further, the brand curd, flavored milk, thickshake and cheese were

recommended by 26, 24, 22 and 21 respondents respectively to others for the

consumption. Similarly the brand paneer, lassi, dry sweet, ghee and pizza were

recommended by 18, 17, 14, 11 and 11 respondents respectively to others to

use/consume these brands of products.

While at the last, only 9 respondents have recommended the brand rajwadi kadhi

to others.

Chart-12.2

Chart showing the percentage of recommended brands

Analysis:

Out of the total 100%, majority of the respondents’ i.e.16% recommended milk to

others for the use or for the consumption. While the next brand is ice-cream which was

recommended to others by the surveyed respondents consists of 14% of the total

respondents. The third recommended brand is butter milk which is recommended by

10% of the total respondents. Then the next recommended brand is shrikhand which is

recommended by 8% of the total respondents. While the brand curd and flavored milk is

recommended by equal percent of the respondents i.e. 7% to others.

Further, 6% of the total respondents have recommended both thickshake and

cheese to others to consume them. While 5% of the respondents have recommended

both lassi and paneer and 4% of the respondents have recommended butter and dry

sweets to others. While due to lack of awareness about the brand pizza and ghee only

3% of the respondents have recommended these brands to others.

Last but not the least, only 2% of the respondents has recommended rajwadi

kadhi to others.

Q4. How often do you consume the 1st favorite brand of product of Baroda Dairy?

Table-13Table showing the consumption pattern of 1st favorite brand

Consumption Pattern No. of respondentsDaily 49Once in a week 38Once in a fortnight 07Once in a month 06Once in a six month 00TOTAL 100

Chart-13Chart showing the consumption pattern of 1st favorite brand

Analysis:

Here the above chart shows the consumption pattern of the 1st favorite brand of

Baroda Dairy’s product. Out of total 100 surveyed respondents. 49 respondents

consume their 1st favorite brand of product on a daily basis. While 38 respondents

consume their 1st favorite brand once in a week. Further7 respondents consume once in

a fortnight and 6 respondents consume their 1st favorite brand once in a month.

While at the end, there is no respondent who consume the 1st favorite brand of

product once in a six months.

Q5. How often do you consume the 2nd favorite brand of product of Baroda Dairy?

Table-14

Table showing the consumption pattern of 2nd favorite brand

Consumption Pattern No. of respondentsDaily 34Once in a week 31Once in a fortnight 26Once in a month 09Once in a six month 00TOTAL 100

Chart-14Chart showing the consumption pattern of 2nd favorite brand

Analysis:

From the above chart, it is clearly observed that 34 respondents out of 100

consume their 2nd favorite brand of product on a daily basis. While 31 respondents

consume the product once in a week. Further, as compare to 1st favorite brand more

people consume 2nd favorite brand of product in once in a fortnight pattern. This means

that 26 respondents consume 2nd favorite brand on a once in a fortnight basis. While 9

respondents out of 100 respondents consume them in once in a month.

Last but not the least not a single respondent consume 2nd favorite brand of

product in once in a six months.

Q6. What is the average amount spent by you on the Baroda Dairy’s products in a month?

Table-15

Table showing the buying pattern of the respondents

Amount No. of respondentsBelow Rs.200 03Rs.200 to Rs.400 20Rs.401 to Rs.600 39Rs.601 to Rs.1000 31Rs.1001 & above 07TOTAL 100

Chart-15Chart showing the buying pattern of the respondents

Analysis:

The average amount spent by the majority of the respondents i.e. 39 is between

Rs.401 to Rs.600. while 31 respondents’ average amount on the purchase of the

Baroda Dairy’s products is between Rs.601 to Rs.1000. Further within the range of Rs.

200 to Rs.400, there were 20 respondents who spent their average amount on the

dairy’s products. While there are very few respondents i.e. 7 who spent average amount

on the purchase of the Baroda Dairy’s products. At the end, only 3 respondents spent

below Rs.200 as an average amount on the dairy’s products.

Q7. Are you satisfied with the quality of the products that you purchased?

Table-16

Table showing the satisfaction level of quality

Satisfaction level No. of respondentsHighly satisfied 24Satisfied 68Neither satisfied nor dissatisfied 07Dissatisfied 01Highly dissatisfied 00TOTAL 100

Chart-16

Chart showing the satisfaction level of quality

Analysis:

Out of 100 respondents, 68 respondents are satisfied with the quality of the

products of the Baroda Dairy. While 24 respondents are highly satisfied with the quality

of the dairy’s products. Whereas 7 respondents are neutral about the quality of the

products. Further, only one respondent is dissatisfied with the quality of the products of

the Baroda Dairy. There is not a single respondent who is highly dissatisfied with the

quality of the products.

Q8. Are you satisfied with the price that is being charged from you, for the product?

Table-17

Table showing the satisfaction level of price

Satisfaction level No. of respondentsHighly agree 04Agree 59Neither agree nor disagree 24Disagree 11Highly disagree 02TOTAL 100

Chart-17

Chart showing the satisfaction level of price

Analysis:

Out of 100 respondents, 59 respondents agree that they are satisfied with the

price that is charged from them for the products. While 24 respondents are indifferent

about the price of the products. Whereas 11 respondents are disagree towards the price

that is charged from them for the products of the Baroda dairy. Lastly, 4 respondents

are highly agree and 2 respondents are highly disagree towards the price that is

charged from them for the products.

Q9. Rank the attributes of the products of Baroda Dairy purchased by you as per their importance?(Develop a five point scale from 1 through 5 where 1= Least Important and 5= Most Important)

A. PRICETable-18.1

Table showing the level of importance of the price attribute

Importance No. of respondentsLeast Important(1) 01Little Important(2) 13Somewhat Important(3) 28More Important(4) 32Most Important (5) 26Total 100

Chart-18.1Chart showing the level of importance of the price attribute

Analysis:

Here in the above chart the surveyed respondents believe price as the most

important attribute while purchasing the products. Here 26 respondents believe

price as most important attribute and 32 respondents believe price is more

important attribute while purchasing the products of the Baroda dairy and 28

respondents also believe that price is somewhat important for them while

purchasing the products.

B. QUALITY

Table-18.2

Table showing the level of importance of the quality attribute


Chart-18.2

Chart showing the level of importance of the quality attribute

Analysis:

This chart shows the importance of quality of Baroda Dairy’s products. Out of the

total 100 respondents, 89 respondents have ranked quality as the most important

attribute while purchasing the products of the Baroda Dairy. Whereas 7 respondents

have ranked quality as more important and 4 respondents believe that quality is

somewhat important while purchasing the products.

C. AVAILABILITY

Table-18.3D.E.

Table showing the level of importance of the availability attribute


F.G.H.

Chart-18.3I.J.

Chart showing the level of importance of the availability attribute

Analysis:

From the above chart it can be easily understand that respondents have ranked

availability as the more important attribute while purchasing the products. Whereas 30

respondents believe that availability is somewhat important and 20 respondents believe

that availability is the most important attribute while making the purchase of the

products of the Baroda Dairy. While only 1 and 3 respondents’ ranked availability as a

least and little important attribute.

D. VARIANTS

Table-18.4A.B.

Table showing the level of importance of the variants attribute


C.D.E.

Chart-18.4F.G.

Chart showing the level of importance of the variants attribute

Analysis:

The above chart shows the maximum number of respondents i.e. 52 have ranked

variants as the somewhat important attribute while purchasing the products of the dairy.

Whereas 26 respondents believe that variants is more important attribute of the

products and 6 respondents believe that it is the most important attribute. Last but not

the least 3 and 13 respondents have ranked the variants as the least and little important

attribute of the products of the Baroda Dairy.

E. PACKAGING

Table-18.5A.B.

Table showing the level of importance of the packaging attribute


C.D.E.

Chart-18.5F.G.

Chart showing the level of importance of the packaging attribute

Analysis:

Here out of 100 respondents, 43 respondents have ranked the attribute

packaging as somewhat important. While 29 respondents have ranked it as more

important and 10 respondents have ranked it as the most important attribute. Whereas

16 respondents have ranked the attribute packaging as the little important and just 2

respondents believe it as the least important attribute of the products of the dairy.

F. QUANTITY

Table-18.6A.B.

Table showing the level of importance of the quantity attribute


C.D.E.

Chart-18.6F.G.

Chart showing the level of importance of the quantity attribute

Analysis:

The above chart clear shows that 37 respondents have ranked quantity as more

important attribute of the products. While 24 respondents have ranked the attribute

quantity as the most important while purchasing the products of the dairy. Whereas 29

respondents believe that it is somewhat important while purchasing the products. And at

the last 9 respondents have ranked quantity attribute as the little important and only 1

respondent have ranked the attribute quantity as the least important one.

Q10. Do you agree that Baroda Dairy’s products are more superior in quality to other brands of products? (1= strongly agree to 5= strongly disagree)

Table-19Table showing the satisfaction/superiority level

Satisfaction level No. of respondentsHighly agree 09Agree 53Neither agree nor disagree 32Disagree 06Highly disagree 00TOTAL 100

Chart-19

Chart showing the satisfaction/superiority level

Analysis:

From the above chart, it is clearly observed that out of the total 100 respondents,

53 respondents agree that Baroda Dairy’s products are more superior to others brands

of products in terms of quality. While 32 respondents who are surveyed respond that

they are neither agree nor disagree about the quality of the Baroda Dairy’s products as

compare to other brands of products. Whereas 9 respondents strongly agree that the

quality of the products of Baroda Dairy are more superior to other brands of products. At

the end 6 respondents are disagree towards the superiority of the products of dairy in

terms of quality and there is no respondent who is highly disagree about the superiority

of the quality of the products of the dairy.

CHI-SQUARE ANALYSIS:Table-20

Table showing the association between annual household income and average amount spent

ANNUAL HOUSEHOLD INCOME

AVERAGE AMOUNT SPENT

BELOW 2,00,000

2,00,000-4,00,000

4,00,001-6,00,000

MORE THAN 6,00,001

TOTAL

Below Rs.200 01 02 00 00 03

Rs.200 to Rs.400 04 09 06 01 20

Rs.401 to Rs.600 03 18 12 06 40

Rs.601 to Rs.1000 03 13 11 04 31

Rs.1001 & above 00 01 00 06 07

TOTAL 11 43 29 17 100

HYPOTHESIS:

H0: There is no association between Annual Household Income and Average

amount spent.

H1: There is association between Annual Household Income and Average

amount spent.

CROSS TABULATION:

ANNUAL HOUSEHOLD INCOME

AVERAGE SPENT AMOUNT

BELOW 2,00,000

2,00,000-4,00,000

4,00,001-6,00,000

MORE THAN 6,00,000

Below Rs.200 0.33 1.29 0.87 0.51

Rs.200 to Rs.400 2.20 8.60 5.80 3.40

Rs.401 to Rs.600 4.40 17.20 11.60 6.80

Rs.601 to Rs.1000 3.41 13.33 8.99 5.27

Rs.1001 & above 0.77 3.01 2.03 1.19

CHI-SQUARE TABLE:

Fo Fe Fo-Fe (Fo-Fe)2 (Fo-Fe)2/Fe

1 0.33 0.6700 0.4489 1.3603

2 1.29 0.7100 0.5041 0.3908

0 0.87 -0.8700 0.7569 0.8700

0 0.51 -0.5100 0.2601 0.5100

4 2.2 1.8000 3.2400 10.4976

9 8.6 0.4000 0.1600 0.0186

6 5.8 0.2000 0.0400 0.0007

1 3.4 -2.4000 5.7600 1.6941

3 4.4 -1.4000 1.9600 0.4455

18 17.2 0.8000 0.6400 0.0372

12 11.6 0.4000 0.1600 0.0138

6 6.8 -0.8000 0.6400 0.0941

3 3.41 -0.4100 0.1681 0.0493

13 13.33 -0.3300 0.1089 0.0082

11 8.99 2.0100 4.0401 0.4494

4 5.27 -1.2700 1.6129 0.3061

0 0.77 -0.7700 0.5929 0.7700

1 3.01 -2.0100 4.0401 1.3422

0 2.03 -2.0300 4.1209 2.0300

6 1.1 4.9000 24.0100 21.8273

Χ2 = 42.7152

Degree of freedom = (r-1) (c-1)= (5-1) (4-1)= 12

Level of significance = 5% level

Χ2cal = 42.7152Χ2tab = 21.0261Since, Χ2cal > Χ2tab

Hence H0 is rejected. Therefore it concluded that there is a strong association between

annual household income and average amount spent by the consumers on the

purchase of the products of the Baroda dairy.

Limitations of the

Study

This research has a number of limitations that must be acknowledged.

First, the sample used for this study consisted mostly of baroda city only.

Therefore, these results may not be applicable to the wider population in

general.

Secondly, the results of this study are limited because only 100 sample size

has been selected for the study from the whole Baroda city.

Thirdly, only method of questionnaire has been used for the collecting

primary data apart from focus group and other methods for the study.

Lastly, it must be acknowledged that there may be numerous other variables that

contribute to the development of customer satisfaction, customer loyalty, and word of

mouth communication which are briefly touched upon.

ResultsAnd

Findings

I came to know that people from the age group of 21-40 consume more

Baroda Dairy’s products.

I also came to know that there is maximum number of people having their

annual household income between 2,00,000 to 4,00,000.

During the study I also found that there is maximum number of people from

service background by occupation and the minimum is from others

(housewife) by occupation.

It is also found out that there are 100% respondents who consume the

products of Baroda Dairy.

It is also found out during the study that milk is the brand that remains at the

top of the mind among maximum number of respondents. While ghee and

thickshake is not at the top of the mind among any of the surveyed

consumers.

I also found out that 11% of the respondents equally able to recall the brands

buttermilk, curd and ice-cream without prompting. While only 2% of the

respondents are able to recall the brands Rajwadi kadhi and Thickshake

without probing them for the brands.

It is also been found out that milk is 1st favorite brand among the surveyed

respondents and while rajwadi kadhi and dry sweets were not preferred as

the 1st favorite brands by the any of the consumer.

While it is also found out that ice-cream is the 2nd favorite brand among most

of the consumers.

I also found that pizza is the most prompted recallable brand by the

consumers who were surveyed during the research study. This means that

consumers are not much aware about the brands pizza of the Baroda Dairy.

While milk is the least prompted recallable brand among the surveyed

consumers.

I also came to know that milk and ice-cream is the most recommended

brands to others by the consumers whereas rajwadi kadhi is the least

recommended brand to others.

It is also found out that out of 100 respondents, 49 respondents daily

consume their 1st favorite brand while not a single respondents consume their

1st favorite brand in once in a six months.

From the research it is also found out that maximum consumers daily

consume their 2nd favorite brand.

I also found out that the average amount spent by the maximum number of

consumers (39 respondents) on the Baroda dairy’s products is between the

range of Rs.401 to Rs.600 and the least (03 respondents) amount spent by

the consumers is below Rs.200.

It is also found out that out of total 100 respondents, maximum respondents

i.e. 92 are satisfied with the quality of the products of the Baroda dairy.

I also came to know that 63 respondents are agreeing towards the price

charged by the Baroda dairy for the products. While 13 respondents are not

agree towards the same.

I also found out that the attribute price is more important for the majority

consumers while purchasing the products of the Baroda dairy.

It is also found out that the quality attribute is the most important for the

consumers while making the purchase of the products of the dairy.

Further, it is also found out that availability attribute is also more important for

the consumers.

While it is also found out that the variant attributes is somewhat important for

52 consumers and least important for just only 03 consumers out of the 100

surveyed.

Moreover, it is also found out that the packaging attribute is somewhat

important for 43 respondents and it is least important for only 02 respondents.

I also found out that the last attribute i.e. quantity is more and most important

for 51 respondents while it is little and least important for only 10

respondents.

Lastly, it is also found out that 62 respondents were agreed that the quality of

the products of the Baroda dairy is more superior to other brands of products

while 9 respondents were disagreed that the products of the Baroda dairy are

more superior to other brands of products and the rest 32 respondents are

neutral towards this question.

Suggestions

Baroda dairy should make the efforts to attract the age group of below 20

years as well as also to attract the age group of above 55 to gain more

market share.

Baroda dairy should also make the efforts to increase the products

awareness among the consumers.

Baroda dairy should formulate strong marketing strategies to promote the

products such as rajwadi kadhi, pizza, paneer and cheese as they are not

known by majority of the people in the city.

The most recommended products of the Baroda dairy by the consumers are

milk and ice-cream. Thus it is very essential for the dairy to improve the

quality and reduce the price of the other products, so that they are also

recommended by the consumers to others to use or consume them which

ultimately increase the sales as well as attract new customers for the same

products.

Baroda dairy should also make some serious effort to made the products

available at any time whenever it is demanded by the consumers as well as

dairy should also give more attention on manufacturing products in various

quantity as per the consumers requirements.

Baroda dairy should also make a serious attempt to attract the consumers

who are purchasing the products of their competitors by formulating

aggressive marketing strategies.

Annexure

QUESTIONNAIRE

“CONSUMER PREFERENCE AND BRAND RECALLABILITY OF BARODA DAIRY’S PRODUCTS IN BARODA CITY”

(Dear respondent, all the information provided by you in the questionnaire will be kept highly confidential and is used only for academic purpose.)

1. Do you consume Baroda dairy’s products? (If YES then, go to Q.3)

Yes No

2. If NO, then what is the reason? (Single answer)

Satisfied with current brandPrice factorQualityNot awareOther (Please specify) ________________________

3. BRAND RECALLABILITY:

Unprompted brand recallability

3(A) Which ONE brand comes to your mind, when you think about Baroda Dairy? (Single answer)

3(B) Are there any other brands that come to your mind as well? (Multiple answer)

3(C) Which brand of product would you say is your 1st favorite brand? It may or may not be the brand you use/chose most often. (Single answer)

3(D) And, which brand is your 2nd favorite? (Single answer)

Prompted Brand recallability

3(E) I have here a list of brands. Can you tell me which of these brands are you able to recall of? (Multiple answer)

Recommended Brands

3(F) If you had to recommend one brand of products of Baroda dairy to somebody, which brands would it be? (Unprompted) (Multiple answer)

Brand Name

Q2(A)Top of the

mind

Q2(B)Recall Other

s

Q2(C)1st

Favorite

Q2(D)2nd

Favorite

Q2(E)RecallPromp

t

Q2(F)Recommende

d(Unprompted)

MILKBUTTER MILK (CHHAS)CURD (DAHI)FLAVORED MILKBUTTERGHEE LASSIDRY SWEETS (MITHAEE)ICE-CREAMRAJWADI KADHITHICKSHAKEPIZZAPANEERSRIKHANDCHEESE

4. How often do you consume the 1ST favorite brand of product of Baroda Dairy?

DailyOnce in a weekOnce in a fortnightOnce in a monthOnce in six months

5. How often do you consume the 2nd favorite brand of product of Baroda Dairy?

DailyOnce in a weekOnce in a fortnightOnce in a monthOnce in six months

6. What is the average amount spent by you on the Baroda Dairy’s products in a month?

Below Rs.200Rs.200 to Rs.400 Rs.401 to Rs.600Rs.601 to Rs.1000Rs.1001 & above

7. Are you satisfied with the quality of the products that you purchase?

Highly satisfiedSatisfiedNeither satisfied nor dissatisfiedDissatisfiedHighly dissatisfied

8. Are you satisfied with the price that is being charged from you, for the product?

Strongly agreeAgreeNeither agree nor disagreeDisagreeHighly disagree

9. Rank the attributes of the products of Baroda Dairy purchased by you as per their importance.(Develop a five point scale from 1 through 5 where 1= Least Important and 5= Most Important)

Attribute

Least Important

(1)

Little important

(2)

Somewhat important

(3)

More important

(4)

Most Important

(5)

Price

Quality

Availability

Variants

Packaging

Quantity of product

10. Do you agree that Baroda Dairy’s products are more superior in quality to other brands of products?(1= strongly agree to 5= strongly disagree, single tick only)

Strongly agreeAgreeNeither agree nor disagreeDisagreeStrongly disagree

PERSONAL DETAILS:

1. Name :-

2. Age :- Below- 20 21-40

41-55 55- above

3. Gender :- Male Female

4. Annual HouseholdIncome :- less than 2,00,000 2,00,001-4,00,000

4,00,001-6,00,000 more than 6,00,000

5. Occupation :- Service Self- employed

Student Other (Please specify)

THANK YOU

LIST OF BRANDS OF PRODUCTS

MILKBUTTER MILK (CHHAS)CURD (DAHI)FLAVORED MILKBUTTERGHEE LASSIDRY SWEETS (MITHAEE)ICE-CREAMRAJWADI KADHITHICKSHAKEPIZZAPANEERSRIKHANDCHEESE

Bibliography

WEBSITES:

www.google.com

www.ask.com

www.wikipedia.com

www.barodadairy.org

And other search engines

REFERENCE BOOKS:

1. Marketing Management by PHILIP KOTLER

2. Marketing Research by NARESH MALHOTRA

3. Annual reports of Baroda Dairy

http://www.barodadairy.org/

http://www.wikipedia.com/

http://www.ask.com/

http://www.google.com/

Project report on baroda dairy

Education

level of importance

importance of training

favorite brand

response consumption

productsthe response

mind response

consumption pattern

data analysis