Verka Milk Plantererr (2)

PROJECT REPORT

ON

“CONSUMER BEHAVIOUR TOWARDS VERKA MILK & MILK PRODUCTS IN LUDHIANA DISTRICT”

SUBITTED TO: SUBMITTED BY:

Lect. Gaganpreet dhillon Tejinder pal kaur

Lect. Ramanjit bhullar BBA(5TH SEM)

80108320030

BACHELOR OF BUSINESS ADMINISTRATION

(Batch 2008-2011)

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PREFACE

A professional course like Business Management is to gain

theoretical knowledge and practical exposure knowledge to its

application. The industrial summer training is offer to student a chance

to work in the environment of the milk plant .Therefore, we have an

opportunity to gain experience on practical aspects and theoretical

knowledge.

Summer training is a necessary part of the fulfilment of the BBA degree

course . It helps the student to gain knowledge about various aspects of

interpreting practical problem through application of concepts and

techniques of management.

While unfolding this project report gradually and logically in simple

language emphasis made by conceptual understanding reasoning.A

sincere effort has been made to bring the fact and it is hoped that this

report meets the jury expectation and requirements.

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ACKNOWLEDGEMENT

The project has been written in simple language

specifying to evaluate new training program in consumer

behaviour towards Verka milk and milk products in Ludhiana

district.

Next I express gratitude to Dr. Vijay Asdhir (Director of

KIMT) all my teachers and all the persons who support me

during the project.

Last but not the least, I mention thanks to my advisor

Lect. Gaganpreet Dhillon and Lect. Ramanjit Bhullar for their

co-operation, guidance and support. Above all, I express my

thanks with whose grace and blessings I have completed my

project.

Tejinder Pal Kaur

(BBA 5TH SEM)

KIMT, LUDHIANA

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TABLE OF CONTENT

S. No Topics

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Introduction of industry

Introduction of Verka milk plant , Ludhiana

Introduction To the Topic

Research Methodology

Interpretation Of Data

Limitations Of The Study

Conclusion

Bibliography

Appendix

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INTRODUCTION OF INDUSTRY

THE PUNJAB STATE COOPERATIVE MILK PRODUCERS

FEDRATION LIMITED; The Punjab State Co-operative Milk Producers’

Federation Limited (MILKFED) was established in the 1973 by Punjab

Diary Development cooperation under the Punjab Sate Co-operative Act,

1967 to safeguard commercial interest of milk producers farmers to save

them from exploitation of middleman, with their participation in its

management and to provide quality milk and milk products to consumers at

competitive rates. It came into existence with a twin objective; first to carry

activities for promoting production, procurement and processing of milk for

the economic development of milk producers by providing remunerative

milk market to them at their door step. Second, provide quality milk and

milk products to consumers at reasonable rates.

Although the federation was registered much earlier, but it came to

real self in the year 1983 when all the milk plants Punjab Dairy

Development corporation Limited were handed over to cooperative sector

and the entire State was covered under operation Food programme to give

farmers to a better deal and our valued customers better products. Today,

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when we look back, Verka has fulfilled the promise to great extent.The setup

of the organization is a three tier system, Milk Producers Cooperative

Societies at the village level, Milk Union at District level and Milk

Federation as an apex body at a State level.

INTRODUCTION OF VERKA MILK PLANT LDH

Milk Production is a very important part of the agricultural economy

in the State of Punjab. Punjab is one of the smallest States in Indian Union

with a total area of 50,362 Sq. Kms., which is 1.5% of the Indian landmass.

Dairy Farming is an age-old subsidiary profession in the rural areas of

Punjab. Punjab is the second largest milk producing state in India, producing

around 10% of the countries Milk Production i.e. 8 million tones annually.

First Milk Plant, of the State was setup at Verka near Amritsar. The

brand name of Milk and Milk Products was adopted as Verka. The

Foundation stone of Milk Plant, Ludhiana was laid by Hon. S. Parkash

Singh Badal, the then Chief Minister of Punjab in 1970.Commissioning of

the Plant was done by Punjab Dairy Development Corporation in

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1974.Inauguration was done by Late Smt.Indira Gandhi the then Prime

Minister of India. The capacity of the plant was 1.00 lac. Liter per day,

Including powder plant of 7 MT. And now the milk handling capacity is

4.00 Lac Liter per day.

OBJECTIVES OF VERKA

1. To strengthen dairy sector, Milkfed came into existence in 1978 and

Simultaneously Distt. Milk unions were formed.

2. Village level cooperative societies were also formed on "Anand

Pattern". The system was run by the farmers, of the farmers and for

the farmers.

3. To give remunerative prices to farmers and to ensure permanent

market for the whole year.

4. To provide technical inputs like artificial insemination, to improve the

breed of animals, animals health services, preventive disease

treatment and awareness regarding farm management etc.

5. To provide ISI marks good quality balanced Cattle feed and fodder

seeds to the farmers.

NECESSITY FOR PRODUCTION ENHANCEMENT

1. Milk production in the area increased manifold with the result.

Resultantly started receiving daily 2.50 LPD of milk.

2. To increase the participation of women 120 exclusively women

societies are organized with 15300 women members. Through Punjab

Women Dairy Project a Central Govt. sponsored scheme.

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3. Milk Production in the area increased manifold with the result.

Resultantly started receiving daily 2.50 Lac LPD of Milk and Peak

procurement 4.5 Lac LPD.

4. To cater to the increased demand, necessity of expansion of milk plant

arose.

5. Capacity of Milk Plant enhanced from 1 lac to 4 lac litres with

additional powder. Plant of 30 MTs.

6. Plant is having latest State of Art Technology with MVR (Mechanical

Vapour Reprocesses) along with a drier with fluidized bed through

which agglomerated Powder is manufactured.

7. This improved the socio- economic conditions of marginal and poor

farmers.

8. The profitability of the plant and turnover of the plant improved a lot.

9. No. of societies increased from 94 to 751 and its membership from

5400 to 78000.

10. All the societies are in net profit and distributing bonus to its

members.

QUALITY OF MILK AND MILK PRODUCTS

1. To improve the quality of raw milk, Clean Milk Production program

started in 650 villages and resultantly the quality of products

increased.

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2. Milk Plant, Ludhiana was the First in India in Dairy Sector to get ISO

Certification.

3. Under ISO Certification and HACCP (IS 15000) Milk Union started

export of Ghee, SMP to Gulf Countries Philippines, Manila, South

Africa, Singapore, Bangladesh etc. The export is more than 5.5 crore

during the last year.

4. To further improve the quality of Raw Milk, Milk Union started 365

Automatic Milk collection Stations at village level.

5. To meet the Challenges of WTO Milk Union started TIFAC program

with the help of Ministry of information.

6. 22 Bulk Milk Coolers have been installed at village level to chill the

milk on this spot and to check bacterial count.

7. 28 model dairy demonstration farms have been established including

milking machines in distt. of Ludhiana which has encouraged the

farmers to adopted dairy on large scale.

8. Milk Union, Ludhiana is first in India which has installed Bectoscan

worth 70 lacs and Somatic cell count machine have been installed at

milk plant, Ludhiana,

9. Further 23 BMC has been approved under central govt. Scheme on

75% grant to be installed in societies.

PRESENT STATUS/ ACHIEVEMENTS OF THE PLANT

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1. No. of societies increased from 94 to 751 and its membership from

5400 to 78000.

2. Milk Procurement has increased from 10200 LPD to 2,50,000 LPD.

3. Highest milk price is being paid to the milk producers as compare to

other plants in the states

4. Products being manufactured by Ludhiana Plant are sold at premium

rates through out of the country and in the International Market.

5. City supply has increase from 66000 LPD to 1,60,000 LPD.

6. Capacity utilization of the plant is more than 80%.

7. Milk products like Ghee, Table Butter, Skimmed Milk Powder, Whole

Milk Powder, Curd, Paneer, Milk Cake etc are being manufactured by

Milk Plant Ludhiana.

Milk Union, Ludhiana is further progressing by leaps and bounds and

it is hoped that in the years to come, it will achieve excellent results and will

help improve the social and economic condition of the people at large.

Machinery of best technology has been installed in the milk plant. The

machinery is available of production of following milk products.

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FULL CREAM MILK

MILK

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STANDARDISED MILK

TONED MILK

DOUBLE TONED MILK

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CHEESE SPREAD

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PROCESSED CHEDDAR CHEESE

RAW CHEDDAR CHEESE

PANEER

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DRINKS

SWEETEND FLAVOURED MILK

RASEELA-MANGO DRINK

YOGHURT DRINK

SWEET LASSI

NAMKEEN LASSI

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GHEE AND BUTTER

GHEE

WHITE BUTTER

TABLE BUTTER

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ICE CREAM AND SWEETS

ICE CREAM

KULFI

CHOCOLATE

KAJU PINNI

MILK CAKE

PANJEERI

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MILK POWDER

SKIMMED MILK POWDER

WHOLE MILK POWDER

INFANT MILK POWDER

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PRODUCTS PACKING

GHEE  POLY  PACK/MONO

CARTON 

500 gms. & 1 Kg.

GHEE TIN PACK  500 gms., 1 Kg., 2 Kg., 5 Kg &15

Kg.

TABLE  BUTTER  10 gms., 100 gms. & 500 gms.

CHEESE  200/400 gms. Cekatainer, 200 gms.

Singles, 400 gms Tin 

& 1 Kg. Brick

PIZZA CHEESE  200 gms. & 1 Kg. Pack

VERKA  VIGOUR  500 gms.  Jar, 500 gms. Refill & 1

Kg. Jar

DAIRY WHITENER  500 gms. Pkt. & 10 Kg. Tin

SKIMMED MILK POWDER  200 gms. & 500 gms. Bottle, 500

gms. Cekatainer

1 Kg. Pkt. & 25 Kg. Bag

WHOLE MILK POWDER  500 gms.Tin, 1 Kg. Tin, 10 Kg. Tin

SWEETENED FLAVOURED MILK 

200 ml. Bottle, 200 ml. Tetrapak

SWEET LASSI  200 ml. Tetrapak

MANGO RASEEELA  200 ml. Tetrapak

PINE APPLE RASEEELA  200 ml. Tetrapak

MILK CAKE /PEDA  200 gms Pkt.

KAJU PINNI  50  gms. Pkt.

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MILK POUCHES  Full Cream, Standardised, Toned,

Double Toned & Skimmed.

U.H.T. MILK  1 Lt. Tetrapak Standardised &

Toned

But according to the demands from the open market, the following milk

products are produced:

1. Pasteurized/ Sterilized milk

2. Paneer

3. Butter

4. Ghee

5. Skimmed milk powder

Milk plant Ludhiana is playing a vital role in Socio Economic

development of real merses of Ludhiana Distt. Normally middlemen and

traders dominate the market. Milk plant steadily marched towards fix

goal of becoming a best available milk plant and now is No. 1 in

Northern Zone.

All is officer as well as workers are assets to milk plant Ludhiana who

are performing their duties delight and with full zeal and energy. Also the

building of milk plant Ludhiana is nicely planned and maintained. There

is great system of work. We hope it will maintain its reputation and

goodwill

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“May it progress by leaps and bounds”.

PROFILE:

Full Name - The Ludhiana Distt, Co-Operative

Milk Produces Union Ltd. Ldh.

Registered Office - Milk plant, Ferozepur Road,

Ludhiana-141004

Head Office - Punjab State Co-operative milk

producers federation Ltd. S.C.O.153- 155 sector 34-A, helping Chandigarh

Date of Registration - 1972 with PDDC

Date of Inauguration - 31st Oct. 1974

Commencement of production - Feb. 1979

Constitution - Co-Operative

Bankers - Punjab State Central Co-operative Bank

Product Brand - Verka

No. of Milk Agencies - 332

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No. of Societies - 751

No. of Employees - 823

Permanent - 491

Temporary - 332

Milk Chilling Centers - 6

Milk Handling Capacity - 4,00,000L/ Per day

Products Marketed by - The Punjab State Co-operative Mill

h Federation Ltd. Chandigarh.

General Manager - Mr. Harinder Singh Grewal

Deputy Manager - Mr. Amarjit Singh

Account Manager - Mr. A.K. Gupta

Production Manager - Mr. G.P. Sharma

Marketing Manager - Mr. Parminder Singh

Quality Control Manager - Mr. B.R. Madaan

RESEARCH TOPIC: CONSUMER SATISFACTION

Customer satisfaction, a business term, is a measure of how products and

services supplied by a company meet or surpass customer expectation. It is

seen as a key performance indicator within business and is part of the four of

a Balanced Scorecard. In a competitive marketplace where businesses

compete for customers; customer satisfaction is seen as a key differentiator

and increasingly has become a key element of business strategy. There is a

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substantial body of empirical literature that establishes the benefits of

customer satisfaction for firms. Organizations need to retain existing

customers while targeting non-customers; Measuring customer satisfaction

provides an indication of how successful the organization is at providing

products and/or services to the marketplace.

Customer satisfaction is an abstract concept and the actual

manifestation of the state of satisfaction will vary from person to person and

product/service to product/service. The state of satisfaction depends on a

number of both psychological and physical variables which correlate with

satisfaction behaviors such as return and recommend rate. The level of

satisfaction can also vary depending on other factors the customer, such as

other products against which the customer can compare the organization's

products.

Work done by Parasuraman, Zeithaml and Berry (Leonard L) between

1985 and 1988 delivered SERVQUAL which provides the basis for the

measurement of customer satisfaction with a service by using the gap

between the customer's expectation of performance and their perceived

experience of performance. This provides the researcher with a satisfaction

"gap" which is semi-quantitative in nature. Cronin and Taylor extended the

disconfirmation theory by combining the "gap" described by Parasuraman,

Zeithaml and Berry as two different measures (perception and expectation)

into a single measurement of performance relative to expectation.

The usual measures of customer satisfaction involve a survey with a

set of statements using a Likert Techniqueor scale. The customer is asked to

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evaluate each statement in terms of their perception and expectation of

performance of the service being measured.

Published standards exist to help organizations develop their current

levels of customer satisfaction. The International Customer Service Institute

(TICSI) has released The International Customer Service Standard (TICSS).

TICSS enables organizations to focus their attention on delivering

excellence in the management of customer service, whilst at the same time

providing recognition of success through a 3rd Party registration scheme.

TICSS focuses an organization’s attention on delivering increased customer

satisfaction by helping the organization through a Service Quality Model.

TICSS Service Quality Model uses the 5 P's - Policy, Processes,

People, Premises, Product/Services, as well as performance measurement.

The implementation of a customer service standard should lead to higher

levels of customer satisfaction, which in turn influences customer retention

and customer loyalty.

Customer Satisfaction – a Critical Component of Profitability

Exceptional customer service results in greater customer retention,

which in turn results in higher profitability.

Customer loyalty is a major contributor to sustainable profit growth.

To achieve success, you must make superior service second nature of your

organization. A seamless integration of all components in the service-profit

chain – employee satisfaction, value creation, customer satisfaction,

customer loyalty, and profit and growth – links all the critical dynamics of

top customer service.

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Sadly, mature companies often forget or forsake the thing that made

them successful in the first place: a customer-centric business model.

They lose focus on the customer and start focusing on the bottom line and

quarterly results. They look for ways to cut costs or increase revenues, often

at the expense of the customer.

They forget that satisfying customer needs and continuous value

innovation is the only path to sustainable growth. This creates opportunities

for new, smaller companies to emulate and improve upon what made their

bigger competitors successful in the first place and steal their customers.

Customer Expectations

Customer is defined as anyone who receives that which is produced

by the individual or organization that has value. Customer expectations are

continuously increasing. Brand loyalty is a thing of the past. Customers seek

out products and producers that are best able to satisfy their requirements. A

product does not need to be rated highest by customers on all dimensions,

only on those they think are important.

Measuring Customer Satisfaction

To execute a successful client satisfaction survey, build one that your

customers have the time and inclination to respond to, and that delves into

the types of information that will truly help enhance your performance. By

carefully constructing a brief, yet strong, survey, you can discover what your

customers believe your strengths and weaknesses are and what makes your

customers loyal to your company.

Customers for Life

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The purpose of a business is to create and keep a customer. If a

business successfully creates and keeps customers in a cost-effective way, it

will make a profit while continuing to survive and thrive. If, for any reason,

a business fails to attract or sustain a sufficient number of customers, it will

experience losses. Too many losses will lead to the demise of the enterprise.

According to Dun and Bradstreet, the single, most important reason for the

failure of businesses in America is lack of sales. And, of course, this refers

to resales as well as initial sales. So your company’s job is to create and

keep a customer, and your job is exactly the same. Remember, no matter

what your official title is, you are a salesperson for yourself and your

company.

Customer Satisfaction Illusion and Trap

Today, "it would be difficult to find a company that doesn't proudly

claim to be a customer-oriented, customer-focused, or even-customer driven

enterprise. But look closer at how these companies put their assertions into

practice, and often you discover an array of notions and assumptions that

range from superficial and incomplete to misguide."3 Some examples of

customer satisfaction illusion include:

Believing that by conducting market surveys and focus groups you

know all there is to know about your customers

Believing that investing in awareness programs for employees and

putting customers' pictures on the cover of your annual report is

enough to achieve customer satisfaction

Believing that the job of CEO is done by giving his or her direct

phone number to some valued customers

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All these approaches are well intentioned, but "all of them offer, at

best, partial solutions to their customer satisfaction, and all, as a result, fall

short."3

There is nothing wrong with the notion of customer satisfaction per

se. "The problem comes with its pursuit, which if fraught with peril. Most

plans to improve customer satisfaction stand on two shaky – and dangerous

– assumptions. What they create is an illusion – the customer satisfaction

trap. Too often, measurement of customer satisfaction is misleading – they

tell you very little about where you are, and they can't show you where to

go.

UNDERSTAND SATISFACTION DRIVERS

Consumer satisfaction

Service QualityEmotional Factor

PriceProduct Quality

Access to products and services

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DIFFERENT FORMS OF MEASURMENT

Annual customer satisfaction surveys

Questionnaires

Feedback Forms

Online Polls

Customer Service Feedback

Phone Surveys

Other Surveys: Benchmarking, Employee, Org. Alignment

GOLDEN RULES OF CUSTOMER SATISFACTION

Believe customers possess good ideas.

Gather customer feedback at every opportunity.

Focus on continual improvement- start with top 10 issues bugging

your customers.

Solicit good and bad feedback.

Seek real time feedback.

Don’t spend vast sums of money.

Make it easy for customers to provide feedback.

Leverage technology to aid efforts.

Share feedback throughout the companies.

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Use feedback for quick changes.

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RESEARCH METHODOLOGY

The Research and Methodology adopted for the present study has

been systematic and was done in accordance to the objectives set which has

been detailed as below.

RESEARCH DEFINITION:

Research is a process in which the researcher wishers to find out the

end result for a given problem and thus the solution helps in future course of

action.

According to Redman & Mory research is defined as a “Systemized

effort to gain new knowledge”.

RESEARCH DESIGN:

According to “Claire Seltiz”, a research design is the arrangement of

condition and analysis of data in manner that aims to combine relevance to

the research purpose with economy in procedure.

NATURE OF RESEARCH:

Descriptive Research: These studies are concerned with describing the

characteristic of a particular individual or a group.

Determining sources of Data:

There are two main sources of data:

1. Primary data

2. Secondary data

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1. Primary Data : It consists of original information collected for

specific research. Primary data for this research study was collected

through a direct survey to obtain this primary data a well structured

questionnaire was prepared by the researcher.

2. Secondary Data : It consists of information that already exists

somewhere and has been collected for some specific purpose in the

study. The secondary data for this study is collected from various

Japanese Management books.

SAMPLING PLAN

Due to cost and time involved in collecting the data from all the

respondents, it becomes a compulsion to choose representation. Sampling

plan explains the

Sampling unit

Sampling size

Sampling method

Area of sampling

Sampling Unit: The sampling unit is who is to be surveyed? That is

sampling unit is who are all the respondent is called sampling unit. The

sampling units for this study are customers of Ludhiana.

Sampling Size:

The sample size for this study is 150.

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Sampling Method:

Different types of sampling methods are available. In this study the

convenience sampling was selected for this research. This sampling method

used the principles of non-probability technique.

Area Of Sampling :

The area of sampling was taken in Baba nand singh Nagar,(ludhiana).

STATISTICAL TOOLS

To arrange and interpret the collected data the following statistical

tool was used

Percentage Method.

PERCENTAGE METHOD:

The percentage method was extensively used for findings various

details. It is used for making comparison between two or more series of data.

It can be generally calculated.

No. of respondents

Percentage of Respondents = x 100

Total no. of respondents

OBJECTIVES OF STUDY

1. To check the satisfaction level of verka customers.

2. To know the perception and expectations of customers regarding

verka products.

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3. To check the gap between verka service and customer expectation.

4. To collect the customer views for increasing the quality standards.

Scope of the study

Customer satisfaction is an important element in the marketing

activity. This customer satisfaction decides the fate of the product and

organization. There is various factors influence to the customer satisfaction.

These factors are, Post purchase behavior, Reputation, Product availability,

Branding, and convenient etc.

Steps In Research

COLLECTON OF DATA

ORGANISATION OF DATA

PRESENTATION OF DATA

ANALYSIS OF DATA

INTERPRETATION OF DATA

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COLLECTION OF DATA

Primary Data: Questionnaires (using Likert Scale)

Direct interviews

Questionnaire: Questionnaire is the most common instrument in collecting

primary data. In order to gather primary data from viewers.

Secondary Data: Analysis the already conducted surveys of previous years.

Profile of the company has been used for information of the study.

ORGANISATION OF DATA: Data once collected the further

processing is done, the data collected by us are carefully done through

in a useful & relevant manner & properly organized.

PRESENTATION OF DATA: The data collection is of no use unless

& until it is given in the presentable form. Thus after proper

organization the data is given in presentable form with the complete

details, with the help of tables, pie charts and bar diagrams.

ANALYSIS OF DATA: The data is carefully analyzed keeping in the

consideration both the pros & cons for the purpose of arriving at

concrete conclusion. Various arithmetic and logical functions are

applied.

INTERPRETATION OF DATA: After carefully analyzed the data, it

has been aptly interpreted in order to give concrete conclusion &

proper recommendation.

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INTERPRETATION

OF

DATA

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1. How well do we communicate with you?

Score 1 2 3 4 5

Particulars No. of respondents % of respondents

1 0 0%

2 0 0%

3 0 0%

4 0 0%

5 150 100%

Total 150 100%

BLUE shows response

Interpretation:

100% respondents liked our way of communication that’s why they gave us score 5.

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2. Do we give you the information you need?

Score 1 2 3 4 5

Particulars No. of respondents % of respondents

1 0 0%

2 0 0%

3 0 0%

4 0 0%

5 150 100%

Total 150 100%

BLUE shows response

Interpretation:

We gave our best to give the right information to the respondents as much as possible and we think that’s why they gave us

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3. Do we answer your queries promptly?

Score 1 2 3 4 5

Particulars No. of respondents % of respondents

1 0 0%

2 0 0%

3 0 0%

4 0 0%

5 150 100%

Total 150 100%

BLUE shows response

Interpretation:

100% respondents are agreeing that we answered their queries promp.

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4. Do we answer your queries politely?

Score 1 2 3 4 5

Particulars No. of respondents % of respondents

1 0 0%

2 0 0%

3 0 0%

4 0 0%

5 150 100%

Total 150 100%

BLUE shows response

Interpretation:

100% respondents are agreeing that we answered their queries politely.

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5. Do we respond positively to your problems and suggestions?

Score 1 2 3 4 5

Particulars No. of respondents % of respondents

1 0 0%

2 8 6%

3 24 16%

4 68 46%

5 50 32%

Total 150 100%

BLUE shows response

Interpretation:

There are 46% respondents are agree with us and 32% are strongly agree and 6% respondents gave us negative response and 16% respondents are in the position of undecided. So we can say that Verka’s response is average to the problems and suggestions of their customers. So there is needed to take important steps to change these figures totally into positive side.

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6. Do you feel we have a concern for quality?

Score 1 2 3 4 5

Particulars No. of respondents % of respondents

1 0 0%

2 0 0%

3 25 17%

4 58 39%

5 67 44%

Total 150 100%

BLUE shows response

Interpretation:

There are most of the respondents gave us positive response regarding this question. So we can say that Verka’s quality is good but Verka should try to increase quality standards in the time of hard competition.

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7. Do we deliver quality products consistently and

Score 1 2 3 4 5

Particulars No. of respondents % of respondents

1 0 0%

2 2 2%

3 28 19%

4 55 37%

5 65 42%

Total 150 100%

BLUE shows response

Interpretation:

The most of the respondents gave us positive response and gave 4 and 5 score mostly. But even now some of the respondents are not satisfy with the supply system of Verka. So Verka should try to take some important steps regarding this point.

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8. Have we increased your understanding of quality?

Score 1 2 3 4 5

Particulars No. of respondents % of respondents

1 0 0%

2 7 5%

3 27 17%

4 41 28%

5 75 50%

Total 150 100%

BLUE shows response

Interpretation:

We gave our best to increase the understanding of respondents regarding quality but some respondents are not satisfy with us so we will improve our self for the future to satisfy them if we get any opportune

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9. Do we anticipate your needs?

Score 1 2 3 4 5

Particulars No. of respondents % of respondents

1 0 0%

2 4 2%

3 26 18%

4 57 38%

5 63 42%

Total 150 100%

BLUE shows response

Interpretation:

Most of the respondents are agree with this statement but even now some of the respondents are disagree and undecided. So Verka should try to know their perception and expectations regarding its products and services.

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10. Do we work with you as a team?

Score 1 2 3 4 5

Particulars No. of respondents % of respondents

1 10 7%

2 25 17%

3 45 30%

4 40 27%

5 30 19%

Total 150 100%

BLUE shows response

Interpretation:

The figure shows there is needed to take important steps because most of the

respondents are in the position of disagree and undecided so Verka should

try to take more interest in team work with their customers.

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LIMITATIONS OF THE STUDY

Despite the best of effort made, there can be several limitations,

inherent in a research. The various limitations that could be associated with

the research are:-

The entire study applies only to The Ludhiana Distt. Co-op. Milk

Producers Union Ltd. Ludhiana.

Short span of time: - The main limitation of the study is availability of

time. Due to short span of time, some inaccuracy may have occurred.

Results of the study have been derived from the parameters included

in questionnaire, so the results may not exactly correspond to the true

nature of consumer behavior.

Respondent’s behavior is very complex and unpredictable so the

survey has not been able to fully reveal respondents psychology.

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FINDINGS

First I would like to present to present my survey findings. The main

findings of my survey are as follows:

1. It is founded in the survey that females are the main decision maker for

the milk and milk products. As per the data, 65% of female and 35%

of the males makes purchase decision.

2. Based on the occupation of the customer, it is found in the survey that

65% are the housewives and 35% are from various occupations such

as a businessman, employee; farmers, etc for the Verka Milk & Milk

products.

3. Incomes less than 5000 to 10000 are more attracted to Verka Milk &

Milk products. As per the data, 79% of the respondent’s income is

under this group.

4. The main purchasing factors for the Verka Milk & Milk products are

Quality and Brand image. The data reveals that 42% influences on

Quality and 32% influenced for the Brand.

5. 88% of the total respondents are using product since from a long time.

The majority of the respondents are using Verka Milk & Milk

products from more than 3 years.

6. Overall opinion of the product performance data reveals that Verka

product satisfies 70% of the respondent and 30% respondent’s opinion

is average.

7. It is found in the survey that 32% of the total respondents are dissatisfied

on dealer’s services.

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SUGGESTIONS

1. Milk and Milk products purchase decisions are more decided by

women rather than male, because she act as a invigilator, execute her

decision and influence the same to the purchase while ascertaining the

quality, freshness and price. Hence, I suggest Verka co-operative

society to concentrate more on the women and men suggestions for

designing the marketing strategy, because women’s role in the house

is dominant, even in the various decisions.

2. Trainer should solve the problems of the trainees which they faced

during training.

3. customer is influential, hence I suggest Verka to look after the dealers

issue with due care.

4. Quality and Brand Image plays a dominant role. Milk and Milk

products move in the market due to its quality and brand. Therefore it

should maintain the same.

5. Since Verka is having loyal customer it should concentrate more on

this factor through various potential programs such as campaign,

premium packs, offers etc., this helps to increase the loyalty towards

the Verka products.

6. As only 30% of the total respondents are dissatisfied which is quite a

large percentage and this may influence negatively and increase the

rate of switch over. Hence I suggest Management to concentrate on

few product quality, shelf life, dealers approach, outlet maintenance

etc. will help Verka to satisfy to a greater

7. Introduction of various economic products lies may help Verka to

attract the existing and new customers and may attract all income

level groups. Hence I suggest management to introduce new product

line which can satisfy the entire group.

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CONCLUSION

“Success is achieved by those who try where there is

nothing to loose by trying and a great deal to gain if successful, by all

means try”.

W. Clement Stone

On the basis of the result achieved from the conducted study.

Various facts and useful attributes came into observation which seems to be

considerable important. These findings can be listed as follows:-

Overall perception of Verka is good.

Most of the respondents satisfy with the quality of Verka products.

There is a need to take important steps in the delivery of products

Verka should try to take more interest in the problems and suggestions of

customers.

There is a need more team work with customers.

The respondents suggested that the company should advertise more in

order to promote their brand.

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1. http://ludhiana.nic.in/dept/verka.html

2. Balbir Singh (Area Sales Manager)

3. P.K. Mehta (Project Advisor)

4. Parminder Singh (Marketing Manager)

5. Books: - PHILIP KOTLER “MARKETING MANAGEMENT” 12th Edition

QUESTIONNAIRE

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1. How well do we communicate with you? 1 2 3 4 5

2. Do we give you the information you need? 1 2 3 4 5

3. Do we answer your queries promptly? 1 2 3 4 5

4. Do we answer your queries politely? 1 2 3 4 5

5. Do we respond positively to your problems & suggestions? 1 2 3 4 5

6. Do you feel we have a concern for quality? 1 2 3 4 5

7. Do we deliver quality products consistently and on time? 1 2 3 4 5

8. Do we anticipate your needs? 1 2 3 4 5

9. Have we increased your understanding of quality? 1 2 3 4 5

10. Do we work with you as a team? 1 2 3 4 5

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