PROJECT REPORT

ON
TO STUDY THE CUSTOMER SATISFACTION OF PARAG MILK
This study was conducted from 19th June 2012 to 2nd August2012

AT
PRADESHIK COOPERATIVE DAIRY FEDERATION KANPUR
SUBMITTED BY ROHIT VERMA MBA (MARKETING) SUBMITTED TO UNDER THE SUPERVISION OF MR. LALLAN YADAV

DEPARTMENT OF BUSINESS ADMINISTRATION UNIVERSITY OF LUCKNOW

PARAG DAIRY MILK

CERTIFICATE

PARAG DAIRY MILK

DECLARATION
I hereby declare that the project, which is being presented in this report, entitled A

STUDY OF CONSUMER SATISFACTION OF PARAG MILK IN, KANPUR is an

authentic record of my own work during the period from 20-06-12 to 03-08-12 as a part of my MBA course of DEPARTMENT

OF BUSINESS ADMINISTRATION,

UNIVERSITY OF LUCKNOW. The information which is given by me in this report is

exclusively for the concerned organization and the institute would not be submitted by me anywhere else.

ROHIT VERMA MBA (Marketing)

PARAG DAIRY MILK

PREFACE
The success of any business entity solely depends on how effectively does it utilizes its optimum resources and how soon does it make arrangements for the removal of the customers grievances. Moreover, the company should always be ready to make necessary changes according to the requirement in order to attract more customers so as to maintain a substantial growth in the market. The topic given to me was:

TO STUDY THE CONSUMER SATISFACTION OF PARAG MILK

I have tried to put my best efforts to complete this task on the basis of skill that I have achieved during my studies in the institute.

I have tried to put my maximum effort to get the accurate statistical data. If there is any error or any mistake in collecting the data, please ignore it.

PARAG DAIRY MILK

ACKNOWLEDGEMENT
Initially I would like to express thanks to the staff and industrial employees and to all those who are involved in my training work of 45 DAYS. I have a lot of experience, deep knowledge about the organization. I also thanks to the top level management to provide me this opportunity to study the organization atmosphere working culture inside the PARAG DAIRY. Under whose supervision this study instituted her able guidance, valuable suggestion most generous and constant encouragement made it possible for me to complete this training work. I am thankful to all people who helped me in preparation of my training and also thanks the people who look my words ad give moral support. I am thankful to (Mr. Lallan Yadav) the marketing manager, who help me provide the opportunity to gain the profit of experience. I would like to thank the respected lab assistant, Quality Assurance Department who guided me and answered all my quarries.

ROHIR VERMA

INDEX
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PART-1
S.NO TITLE PAGE NO

CHAPTER 1 INDUSTRIAL PROFILE

8-12

1.1 Industrial Profile. 9

1.2Executive summary 10 1.3 Introduction (11-12) (a) Dairy Scenario in India. 11 (b) Introduction to PCDF 12

CHAPTER 2 COMPANY PROFILE

2.1 Company Profile. 14 2.2 Overview. 15 2.3 Organizational Structure.. 16 2.4 Mission & Vision 2.5 Objective of Company 17 2.6 Services Provided..

13-30

17

17

2.7 Co-operatives (18-19) (a) Three Tier Structure. 18 (b) Milk union & Infrastructure 18 (c) Technical Input. 19 2.8 Marketing (20-22) (a) Activities 20 (b) Products & Brand. 21 (c) Product Line & Cost Rate. (22-25) 2.9 Trade Profile 26
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2.10 Competitor of Parag 2.11 SWOT Analysis 2.12 Limitation of the project.

27 28 30

PART-2
CHAPTER- 3 APPROACHES & METH0DOLOGY
1.1 Project Objective. 1.2 Desk research 1.3 Source of Information 1.4 Questionnaire Method . 1.5 Sampling Technique. 1.6 Field work procedure.. 1.7 Ideal Marketing Strategies of The Company.. 1.8 Tools & Techniques..

31-38
32 32 33 34 35 36 37 38

CHAPTER4 PROCESSING AND ANALYSIS DATA

4.1 Data Preparation & Processing. 4.2 Survey form Analysis 4.3 Advantage and Disadvantage of survey. 4.4 Limitation.

39-55
40 41 54 55

CHAPTER- 5 OBSERVATION & FINDING

5.1 Observation & Finding

57-58
58

CHAPTER- 6 QUESTIONNAIRES
6.1 Consumer Survey Form.. 6.2 Summary & conclusion 6.3 Bibliography

60-61
61 64 65

PARAG DAIRY MILK

CHAPTER-1 INDUSTRIAL PROFILE

1.1 Executive summary 1.2 Introduction (a) Dairy scenario in India (b) Introduction to PCDF

EXECUTIVE SUMMARY
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The project titled TO STUDY THE CUSTOMER SATISFACTION OF PARAG MILK in Kanpur area, under marketing department of PRADESHIK COOPERATIVE DARIY FEDERATION (KANPUR BRANCH) was carried out with full co-operation of Mr.

LALLAN YADAV (Senior Executive marketing manager, PARAG DAIRY, KANPUR). In an age where the market is highly dynamic and competitors are fierce, it is rational to keep a track of the fact whether it is able to satisfy and retain its customers and gain on to additional customers. Hence it was imperative to find out the existing satisfaction of the customers and the reasons for their dissatisfaction, if any. The supply chain of any company needs to be its strength in a market where the cost leadership is one of the dimensions on which the companies compete. Therefore it was recognized that not only customers but retailers and distributors who play a decisive role in the success of the company need to be equally satisfied and motivated. In this regard, it was again necessary to find out reasons, if any, for their dissatisfaction. Also it was imperative to find out the bottlenecks involved in the distribution of PARAG milk right from the plant to its delivery to the customers Data analysis was done with the help of MS Excel and SPSS and It was seen that the distributors, retailers and consumers preferred PARAG Milk and had a good market share in Kanpur area, although they were some unsatisfactory factors like delay in the supply, less availability of PARAG products in most areas, processing plant situated far in Kanpur and not being able to supply the demanded quantity of milk. It was also found that the retailers were selling Parag because of non availability of PARAG milk in most areas.

INTRODUCTION
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DAIRY SCENARIO IN INDIA

Indian dairy is said to be emerging as a sunrise industry. Milk production is estimated to exceed 74 million tons in 1997 and with the present growth rate of 5 percent per year; production is likely to touch in 1998, 86 million tons by the turn of the country, there by taking India to the top position in milk Production surpassing the US. In 1994-95, milk became Indias number one farm commodity in terms of value of output. Out of every 100 liters of milk produced, 44 were retained by the rural folk, and 56 liters was the marketable surplus for the urban areas. Out of this 56 liters, only 10 was handled by the organized sector and the reaming 46 by the traditional sector. This means there is still scope for progress not just in terms quality and production but in distribution patterns. About 70 million farmers are engaged in dairy activities. There are about 57 million cows and 39 million buffaloes and the strength of dairy economy is in its live stock of 270 millions, the record in the world. In live stock holding, India occupies the first position, accounting for 51 percent of the world population 1,420 millions. Indias dairy industry generates an annual business of Rs. 53,000 cores and is expected to touch Rs. 88,000 cores by the turn off century. Its highly skilled manpower pool is other advantage. The country has built up a strong base for education, research, extension and training in dairy and veterinary science and manpower resources available here are much cheaper than other countries.

INTRODUCTION TO PCDF
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About Us
PCDF was formed in 1962 with the aim to develop organized dairying in the State on Cooperative lines PCDF's is a cohesive body that successfully does away with the exploitative forces of years to years-the Middlemen. Therefore a direct link is established between the producer and the ultimate consumer. This Apex Milk Cooperative draws its inherent strength from the farmers committed participation, and injects corporate skills and dynamic professionalism into what is fundamentally a traditional institution. Over the years PCDF has expanded, diversified, channelized into new areas, over new dimensions, onto new challenges. Today it features prominently in the National Milk Grid, supplying Milk to Mother Dairy for sale in Delhi. However, PCDF's achievement cannot be quantified in mere statistics. Its real sense of pride lies in the fact that its farmer members are heading surely and steadily towards a prosperous future and the knowledge that its consumers reaffirm their faith in Parag year after year. It is in this context that PCDF's success is to be measured.

SOME PROGRAMMES
The federations unfailing reputation has won it the task of implementing various development and promotional programmers sponsored by state/central government. Due to reputation, efficiency and wide network with quality manpower, PCDF is currently implementing following developmental and promotional programmers supported by central /state govt.

integrated mini Dairy project (MIDP) women Dairy project (WDP)

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CHAPTER-2 COMPANY PROFILE

2.1 Overview 2.2 Organization structure 2.3 Mission, vision & Objective 2.4 Service provide 2.5 Co-operative (a) Three tier structure (b) Milk union & infrastructure (c) Technical input 2.6 marketing (a) Activity (b) Product & brand (c) Product line

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2.1

COMPANY PROFILE
KANPUR DUGDH UTPADAK SAHKARI SANGH LIMITED, KANPUR

Name of the organisation

Address of the organisation

Nirala Nagar Kanpur

Established Registration First Dairy Inspector Place of Establishment Founder Board Of Directors

1969 14th Nov. 1969 N.K. Bhargava Nirala Nagar Kanpur Raj bahadur Gopal Lal Pandya Mr. Gopal Pandya Mr. N.C. Chaturvedi Mr. Tej Shanker Mr. Pushkar Nath Bhatt

Per Day Production Of Milk Area of Distribution

initially 4000Ltr

Initially- Nirala Nagar, Govind Nagar, Kidawai Nagar etc.

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2.2

Overview

A Milk Cooperative, perceived as a business organization, is simply a group of people who have willingly pooled in resources and energies to pursue a common goal out of which they derive mutual benefits

Uttar Pradesh is the largest milk producing state of India contributing 17 % of the total milk production of India. In the year 2010-2011, the total milk production in the state was 21033.3 thousand kg. per day PCDF was the chosen agency to implement the World Banks prestigious Operation Flood programmes in the state At present PCDF lends its support and services to 6,00,000 rural milk producers through 59 District Milk Unions and about 13,500 Village Dairy Cooperatives in the State Parag is the brand name for a range of milk and milk products including- Milk , Skimmed Milk Powder, Whole Milk Powder, Butter , Ghee, and an array of indigenous milk products like Paneer,Curd,Peda,Milk Cake, Khoa, Laddu, Mattha and Chhachh etc. Training centers ,situated in Kanpur, Lucknow, Meerut, Varanasi, Agra and Rae Bareilly, impart both skill and awareness based trainings

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2.3 PCDF's Management (Organization Structure)

PCDF's management is headed by the Board of Directors, members of which are elected from Milk Union Boards. The Managing Director is the chief executive of the Federation. The Federation has the overall responsibility for the planning policies, mobilization and utilization of financial resources, member and public relations as well as liaison with agencies of the state and central government, financing institutions etc.

BOARD OF DIRECTORS

MANAGING DIRECTORS

PRODUCTION MANAGER

PERSONNEL MANAGER

MARKETING MANAGER

FINANCE MANAGER

ASSISTANT MANAGER (DAIRY PLANT)

ASSISTANT MANAGER (P&A)

ASSISTANT MANAGER (MARKETING)

ASSISTANT MANAGER (FINANCE)

SUPRINTENDENT OFFICER

SUPRINTENDENT OFFICER

SUPRINTENDENT OFFICER

SUPRINTENDENT OFFICER

SALES SUPERVISOR

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2.4 Mission and Vision

To bring 21% revenue villages of the state under cooperative fold. To procure 10% of the total marketable surplus milk produced in the state through village dairy cooperatives. To make dairy cooperatives self sustainable. To create adequate marketing infrastructure for providing quality milk and milk products to urban consumers. Social and economic up liftmen of rural women. To provide employment to rural unemployed youth through dairy farming.

2.5 Objectives

Collection of milk directly from producers through Village Dairy Cooperative Societies Increasing production of milk by providing technical support e.g. facilities for breed improvement, providing good quality fodder seeds, training to farmers etc. Ensuring fair and remunerative prices to producers by the elimination of middleman. Ensuring good quality milk available to urban consumers at reasonable price.

2.6 Services
Many services are made available to Dairy Farmers through the village level societies also under TIP. These services are vital for his livestocks welfare and include veterinary, feed and fodder and training services. Some of the major training programs covered at our training institutes are as follows: -

Training Training Training Training Training

of of of of of

Village Dairy Cooperative Secretary Village Dairy Cooperative Milk tester Village Dairy Cooperative Managing committee members Village Dairy Cooperative Pourer Member field staff of district milk unions

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2.7

CO-OPERATIVES

(A) Three Tier Cooperative Structures

To achieve its Objectives, PCDF works through a professionally managed Three Tier Cooperative Structure which links the Village level milk producers to the milk consumers in the Cities.

The Three Tier Structure consists of

Village level DAIRY COOPERATIVE SOCIETIES (DCS); The DCS in villages collect the surplus milk from farmer members. Animal Health and other support and Services are routed through the DCS. to the farmers District level Milk Unions: The Milk Unions collect milk from the entire village DCS of its district, process and market it. The Milk Union provides support and services to the farmer by routing them through the village DCS. Thus it sells cattle feed, organizes fodder development programmes and makes available good quality fodder seeds , provides artificial insemination facilities to improve breeds of milch animals, etc. State level Federation: The Apex Federation provides Marketing services and other support to the District Milk Unions of the State. It also helps the Milk Unions to market milk outside the State, maintains liaison with the Government, Plans and Coordinates Programmes and ensures mobilization of resources.

(B) Milk Unions & Infrastructure

Milk Unions and Federation own some of the most modern plants in Northern India. Dairy Plants located in Noida and Meerut Lucknow, Kanpur, Allahabad and Cattle feed Plants in Meerut and Varanasi are ISO-9002 / HACCP certified plants. Parag Dairy, Noida is a vertically designed dairy, first of its kind in India. This automatic/ computerized dairy has a processing and packing capacity of 4 lakh liters milk per day and supplies milk under the

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National Milk Grid to Mother Dairy adjoining towns.

PCDF has its operations in 59 districts of the State.

Processing Milk Capacity (000 LTRs PER DAY) Chilling Capacity Owned Hired Drying Capacity (METRIC TON)

S.no

Name Union

1 2

Kanpur Luck now

150 150

40 -

(C) Technical Input

Milk production performance of dairy milch animals depends upon animal health management practices via, balanced diet, breeding, good housing, proper health care & management etc. PCDF provides T.I.P. programmes facilities to 13369 village level cooperative societies of 75 districts through 59 Dugdha utpadak sahakari sangh limited in the state. Some of the major TIP programmes are as follows:

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2.8
(a) Marketing Activities

MARKETING

The organization derives its strength from its marketing policy whereby a two dimensional marketing system is adhered to. Of this, one is centralized activity undertaken by the federation and the other is decentralized activity undertaken directly by the milk unions in their local market. Under the centralized activity, marketing of major milk products is done through the Regional Marketing Offices (RMOs) Are located at Meerut, Lucknow & Varanasi. A wide sales network is spread throughout the state a large number of retail outlets are being catered every day. The decentralized marketing encompasses mainly milk marketing in local & adjoining towns controlled directly by the milk unions. In addition a sale of indigenous milk products is also ensured by them. Their clientele include several prestigious institutions in Uttar Pradesh & Delhi besides the Indian Army. An extensive & intensive marketing infrastructure provides ample scope for tie-ups in marketing of quality products. The reach & depth of our marketing infrastructure provides the right platform to launch/ distribute products in the state.

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(b)

PRODUCTS & BRAND

PEDA

PURE MILK GHEE

BUTTER MILK

CURD

RASGOLLA

CHHACH

CHHENA KHEER

FLAVORED MILK

LADDO 1lb

MATTHA

GULAB JAMUN

PANEER

TON MILK 1ml

kalakhand

PARAG GOLD ( FCM )

TABLE BUTTER

RICE KHEER

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(c) PRODUCTS LINE & RATE LIST OF PARAG PRODUCTS

Parag Dairy has a good product line of milk and milk products. It has introduced a Number of milk products in order to cater to the needs and demands of current and Prospective customers. The dairy has launched variants of products in order to meet the requirements of all Sections of consumers.

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2.9

TRADE PROFILE

The Federation is marketing milk and milk products under a common brand name PARAG. The total product range under the PARAG brand includes Ghee, Butter, Mattha, Flavored Milk, and Curd, besides all type of liquid milk. The sales network is spread throughout Northern India, and the Far East. Besides these the Federation is marketing the following industrial units.

Cattle feed pacing material Milk transport cans. Plastic crates units Milk testing equipments Cheese plant Ice-cream plant

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2.10

Competitors of Parag milk in Kanpur

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2.11

SWOT ANALYSIS OF PARAG DAIRY

STRENGTHS

ORGANIZATIONAL

Advantage of being first vertical dairy in Asia Most hygienic &computerized dairy. Proper & adequate Infrastructure. Authority & responsibility clearly defined. Functional organization.

PRODUCTION Computerized & automated operation. Best quality products (23 quality checks) Comparable quality products. FINANCE Funded by Govt. of U.P &Varanasi Adequate own funds Overall satisfactory financial position

MARKETING

Number 1 brand in Varanasi Reasonable in price Good distribution network

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WEAKNESSES
Run and owned by govt. Less advertising and promotional expenditure. Very average distribution. Weak position in the mind of customer. Lack of professionalism in sales force.

OPPORTUNITIES
Growing awareness among consumers regarding nutritional value of milk products. Health positioning of brand because of growing concern among consumers regarding health. Appropriate time to venture into production and marketing of UHT milk, to serve milk, ice creams.

THREATS
PARAG as a brand, being threatened by the major presence of Mother Dairy. Less advertising and promotional expenditure are currently negatively affecting and shall do more harm in long run to the profitability of company.

Lack of professionalism sucking the life blood of organization.

Lack of good distribution network threatens the very survival of company as well as the brand PARAG.

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2.12

LIMITATION OF THE PROJECT

Some people dont give the remarkable answer, so the surveyor has to make his own assumption

Since the survey has been conducted in Varanasi, being so big market it might not give true picture.

The questionnaire was too long and many a times respondents used to refuse to fill the questionnaire as they considered it to be time consuming.

The time period allotted for the study was limited as it had to be completed with this stipulated period of time.

The respondents were unable to read exact data spontaneously. It is very difficult to catch the exact word of customers through questionnaire

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CHAPTER-3

APPROACH and METHODOLOGY

3.1 PROJECT OBJECTIVES 3.2 DESK RESEARCH 3.3 SOURCES OF THE DATA 3.4 QUESTIONNAIRE METHORD 3.5 SAMPLING TECHNIQUE 3.6 FIELD WORK 3.7 Ideal Marketing Strategies for the company 3.8 Tools And Techniques

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3.1 PROJECT OBJECTIVE:

The objective of the project was:

To study the distribution of Parag Milk in local areas of Kanpur. To pinpoint the existing bottlenecks in the value chain. To devise a satisfaction quotient among the consumers. To find ways to increase the levels of satisfaction among them.

SATISFACTION QUOTIENT AMONG THE PLAYERS: In Kanpur, Parag have basically three players .These are distributors, retailers and consumers. For any company, it is important to keep satisfaction levels of all these players to a reasonable high. The second objective of the project was to devise satisfaction quotient of consumers. Different bases for the calculation of satisfaction quotient for consumers were as follows: SATISFACTION QUOTIENT FOR CUSTOMER WAS BASED ON:

Satisfaction with the taste of Parag milk Satisfaction with proximity to purchase milk Satisfaction with freshness of Parag milk Satisfaction with price offered for milk Satisfaction with packaging material

3.2 DESK RESEARCH:

Marketing research utilizing the secondary sources such as any written or published information, internal or external was also reinforced to a desk research. One week was spent in desk research for collecting the information about the industry where market research was carried out to get in-depth knowledge about it. Preparing questionnaire, deciding sampling and analysis technique and planning regarding proceeding of the
PARAG DAIRY MILK 28

Projects were also carried out. During this period the history of the company and profile along with its products was studied in desk research thoroughly. Full support and coOperation was extended by Mr. Lallan Yadav (Marketing manager) in furnishing required internal information.

RESEARCH METHOD:
Descriptive research was used to obtain information concerning the current status of the phenomena in order to describe "what exists" with respect to variables or conditions in a situation. The method involved range from the survey which described the status quo, the correlation study which investigated the relationship between variables, to developmental studies which seek to determine changes over time.

3.3 SOURCES OF DATA:

SOURCES OF DATA USED IN PROJECT:
During the desk research, the secondary source of data as company records, company website, company annual reports and journals printed by company were used to prepare the history of company, its product, sales volume data, revenue data, plant capacity and production data and market share. List of distributors, list of areas for survey of retailers and consumers of Amul Gold milk, Amul Taaza milk and Amul Butter milk were prepared at the end of desk research. In this project, the primary data was collected with the help of a list of distributors, list of areas to be surveyed for retailers and consumers using distributors survey form, retailers survey form and consumers survey form respectively.

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3.4 QUESTIONNAIRE METHODS:

The greatest advantage of the questionnaire methods is its versatility. Almost every problem in Marketing research can be studied only questioning. Questioning is usually faster and cheaper Than observing As a result, less time is typically wasted in questionnaire study.

STRUCTURED NON DISGUISED QUESTIONNAIRE:Most questionnaire studies made in marketing research are of this type. A structure interview of this type introduced more reliable result. The purpose of the question is clear and thus undisguised. It is simple to administer and easy to tabulate and analyze. This questionnaire has also got the provision of the analyses. This questionnaire has also got the provision of the analyses. This questionnaire has also got the provision go the alternative responses, which helps makes clear the question.

NON-STRUCTURED NON-DISGUISED QUESTIONNAIRE

Unstructured and undisguised questionnaire is distinguished by the fact that the purpose if the study is clear, but the response is the question is open ended. The initials stimulus here is constant. With is the interviewer attempts to get the subject to talk freely about their attitudes towards movie channels/ services.

NON STRUCTURED DISGUISED QUESTIONNAIRE

Many people are either unwillingly or unable to give accurate report as to their own attitudes and motivations. To overcome this disguised methods are designed so that the respondents so

not know what the objectives of the study are such disguised methods may also be unstructured. Projective technique is its type.
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3.5 SAMPLING TECHNIQUE:

We moved over step by step to select a sample size and sampling technique. :

Step(1).
The primary step was defining the population that was to be sampled which was to be called the target population. This was the process of defining the sources from which the data was to be collected. In research, consumers of the Parag milk were the target population.

Step (2).
The frame serves, in a sense, as the boundaries that circumscribed. The populations of these boundaries are geographical. In this case, Kanpur area was selected as the frame of the population.

Step(3).
The two qualities most desired in a sample as we noted, were its representativeness and its stability. Representativeness was of great concern. In the study, the frame was divided into two stratums- Trans gomtinagar and cis gomtinagar as both the areas had different dimensions related to its population and policies with respect to distributors. Each stratum was further subdivided into smaller sub strata. The reason being that each area was different in buying habits, or the way business was conducted by the company in those areas.Once the strata were decided upon, the respondents were selected on a convenience basis and hence the sampling plan could be stated as stratified convenient sampling.The collection of sampling is totally as per the directives of the company.

STEP-4
This step decided the size of the sample which was a complex process. Fair representation was given to all the strata in proportion to the actual size in the overall milk market. In the research the sample size for different categories are given below:(a). No. of Consumers 100

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STEP-5
This step provided the guidelines as to how to contact a desired person for collecting data. In research, we reached the conclusion that the consumer could be contacted at retailers shop, or any milk buying point like booths, etc., in case of retailers the place could be their shop and in case of distributors the place could be their office or shop. The time selected to do the survey was from 06:00 A.M to 10:00 A.M in the morning and during 04:00 to 08:00 in the evening.

3.6 FIELD WORK PROCEDURE:

Once the researchers have finalized the problem definition and research design steps, He must conduct the actual data collection operation. The fieldwork is the most expensive of all step .In a research project also the fieldwork is most prone to error. The researchers might be in countered with a number of problem during the field work. The most common problem during a field work are.:-

(a)Not at home:
The people (sampling units) who the research wants to interview may not be available at home. The researchers in such a situation may either call back poster or substitute another house just adjacent or next-door.

(b) Refusal to co-operate:

The researchers may find the respondent at home but he may not obtain the desired cooperation from them. Of the researchers it carefully selected and trained properly. He may use his tactics to persuade the respond.

(c) Respondents bias:

The respondents may declined to co-operate the researchers must establish a report with the respondent to avoid this. Event it they co-operate, respondents may give biased or misleading answers to the question asked by the researcher.

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(d)Interviewer bias:
The interviewer may also introduce different types of bias in the answering to more facts of their age, sex, manner or intention. In addition there may be conscious bias created by the interviewers wing to his dishonestly. Every interviewer tries to finish his quota of interview as quickly as possible and also at the cheapest possible cost.

3.7 IDEAL MARKETING STRATEGIES FOR COMPANIES

1. Decrease in price 2. Improvement in quality of product 3. Better technology 4. Emphasis on advertising 5. Proper after sale service 6. More distributors. 7. Delivery regularly 8. Delivery timely 9. Proper market research.

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3.8 TOOL AND TECHNIQUES:

Tools and techniques which used in this project are:-

Measuring scales:1. Nominal scale 2. Statistical tools 3. Bar diagram 4. Survey 5. Questionnaire 6. Graphics rating scale 7. Marketing research tools 8. Marketing research tools

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CHAPTER 4

PROCESSING AND ANALYSING DATA

4.1 DATA PREPARATION AND PROCESSING 4.2 SURVEY FORM ANALYSIS 4.3 ADVANTAGE AND DISADVANTAGE OF SURVEY 4.4 LIMITATIONS

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4.1 DATA PREPARATION AND PROCESSING:

Once the data was collected, it was translated into a form appropriate for analysis. This was done by coding, data feeding, and editing. First a code book for the data was prepared and data was feeded into SPSS according to this code book. This was done to have convenience in finding the data from the table and easily decode the options used for the answers and at last editing was done to check whether any option was left blank or unanswered and place an appropriate option for it according to the conditions when survey was done. The data was prepared and analyzed under following headings given below:-

(A). PREPARED AS:1. Consumer survey data sheet.

(B). ANALYSED AS:(1). SURVEY FORM ANALYSIS:(a). Consumer survey analysis

(2). SATISFACTION QUOTIENT / LEVEL CALCULATION:(a). Consumer satisfaction quotient / level calculation.

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4.2 SURVEY FORM ANALYSIS:

(A). CONSUMER SURVEY ANALYSIS:
ANALYSIS: 1 Q. Which form of milk do you prefer to consume? CONSUMER MILK PREFERENCE:-

(1). Loose milk (38%)

(2). Packed milk (62%)

It was found out from the survey that if consumers were given a choice, 62% (86/100) of the consumer would prefer packed milk than packed milk. MILK PREFERRENCE Valid Percent 62.0 38.0 100.0 Cumulative Percent 62.0 100.0

Valid

1 2 Total

Frequency 186 114 100

Percent 62.0 38.0 100.0

CONSUMER MILK PREFERENCE

100% 50% 0% Loose Milk Packed Milk 62% CONSUMER MILK PREFERENCE

38%

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ANALYSIS: 2 Q. Which Brand of Milk do you take? MILK BRAND PREFERENCE:(1). Amul (53%) (2). Namastey India (28%) (3). Parag (19%) (4). Other

Out of the 300 consumers surveyed, more than half respondents agreed in positive to the fact that they would prefer Amul than Parag or other brands

MILK BRAND PREFERRED Valid Cumulative Percent Percent Percent 53.0 53.0 53.0 28.0 28.0 81.0 19.0 19.0 100.0 100.0 100.0

Frequency Valid 1 159 2 84 3 57 Total 300

PREFERRED MILK BRAND

60% 40% 20% 0% AMUL PARAG OTHERS 53% 28%

19%

PREFERRED MILK BRAND

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ANALYSIS: 3 Q. Among the Parag Milk Brand which will you take? PARAG MILK VARIANT PREFERENCE:(1). FCM (72%) (2). DTM (28%) (3) Other

AMUL MILK VARIANT PREFFERED Valid Cumulative Percent Percent Percent 72.0 72.0 72.0 28.0 28.0 100.0 100.0 100.0

Valid 1 2 Total

Frequency 216 84 300

Demand for the Variants

80% 70% 60% 50% 40% 30% 20% 10% 0%

Demand for the Variants 72% 28% 0% Amul Gold Amul Taaza Amul Butter Milk

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ANALYSIS: 4 Q. What is your daily consumption of milk? AVERAGE DAILY MILK CONSUMPTION:-

(1). 200 ml (2.3%)

(2). 5oo ml (6.3%)

(3). 1 lit (35.0%)

It was found that 35.0% (105/300) of the consumers have 1 lit. of daily avg. Consumption and 32.7% (98/300) of the consumers have 2 lits. of daily avg. Consumption of PARAG milk. While 23.7% (71/300) of the consumers had more than 2 lits of daily avg. Consumption, 6.3% (19/300) of the consumers have 500 ml of daily avg. Consumption and 2.3% (7/300) of the consumers have 200 ml of avg. Daily consumption of Parag milk. DAILY AVERAGE CONSUMPTION Valid Cumulative Percent Percent Percent 2.3 2.3 2.3 6.3 6.3 8.6 35.0 35.0 43.6 32.7 32.7 76.3 23.7 23.7 100.0 100.0 100.0

Frequency Valid 1 7 2 19 3 105 4 98 5 71 Total 300

AVERAGE DAILY MILK CONSUMPTION

40.00% 30.00% 20.00% 10.00% 0.00% 2.30% 6.30% more than 2 litres 200 ml 500 ml 1 litre 2 litres 35.00% 32.70% 23.70% AVERAGE DAILY MILK CONSUMPTION

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ANALYSIS: 5 Q. Do you like the taste of parag milk? PARAG MILK TASTE SATISFACTION:(1). No (69.7%) (2). Yes (30.3%)

About 30.3% (91/300) of the consumers liked the taste of Parag milk and 69.7% (209/300) of the consumers didnt like the taste of Parag milk.

TASTE SATISFACTION

Valid

YES NO Total

Frequency 91 209 300

Percent 30.3 69.7 100.0

Valid Percent 30.3 69.7 100.0

Cumulative Percent 100.0 69.7

TASTE SATISFACTION
300 200 100 0 YES NO 209 91 TASTE SATISFACTION

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ANALYSIS: 6 Q. Are you overall satisfied with the quality of Parag milk? PARAG MILK FRESHNESS SATISFACTION:(1). NO (70.70%) (2). YES (29.30%)

About 29.30.29.30% (88/300) of the consumers are very satisfied with the freshness of Parag milk and 70% (212/300) of the consumers are dissatisfied with the freshness of Parag milk.

FRESHNESS SATISFACTION

Valid

NO YES Total

Frequency 212 88 300

Percent 70.7 29.3 100.0

Valid Percent 70.7 29.3 100.0

Cumulative Percent 70.7 100.0

FRESHNESS SATISFACTION
250 200 150 100 50 0

212 88 YES NO

FRESHNESS SATISFACTION

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ANALYSIS: 7 Q. Are you satisfied with the price offered for the Parag milk? PARAG MILK PRICE SATISFACTION:(1). NO (51.7%) (2). YES (48.3%)

It was analysed from the data hat 48.3% (145/300) of the consumers very satisfied with price of Parag milk, and 51.7% (155/300) of the consumers are not satisfied with the price of Parag milk.

PRICE SATISFACTION VALUE FOR MONEY Frequency 155 145 300 Percent 51.7 48.3 100.0 Valid Percent 51.7 48.3 100.0 Cumulative Percent 51.7 100.0

Valid

NO YES Total

PRICE SATISFACTION
145 155 YES NO

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ANALYSIS: 8 Q. How do you rate the Quality of packaging in which milk is marketed? SATISFACTION WITH PACKAGING MATERIAL:(1). GOOD (10.30%) (2). AVERAGE (38%) (3). POOR (51.7%)

It was found out from the survey that 38% (114/300) of the consumers are very satisfied and 51.7% (155/300) of the consumers believed that the packaging material was average and 10.3% (31/300) of the consumers were not satisfied with quality of milk packets. SATISFACTION WITH PACKAGING MATERIAL

PACKING MATERIAL Frequency Percent GOOD 114 38.0 AVERAGE 155 51.7 POOR Total 31 300 10.3 100.0 Cumulative Valid Percent Percent 38.0 38.0 51.7 89.7 10.3 100.0 100.0

Valid

SATISFACTION WITH PACKAGING MATERIAL

200 100 0 GOOD AVERAGE 114 155 31 POOR SATISFACTION WITH PACKAGING MATERIAL

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ANALYSIS: 10 Q. At what time do you purchase Parag milk? TIME OF PURCHASE OF AMUL FRESH MILK:(1). Morning only (68.0%) (2). Evening only (4.0%)

(3). Both (Morning and Evening) (28.0%) About 68.0% (204/300) of the consumers purchases Amul fresh milk in morning only, 4.0% (12/300) of the consumers purchases Amul fresh milk in evening only and 28.0% (84/300) of the consumers purchases Amul fresh milk both in morning and evening. TIME OF PURCHASE OF MILK Valid Percent 68.0 4.0 28.0 100.0 Cumulative Percent 68.0 72.0 100.0

Valid

1 2 3 Total

Frequency 204 12 84 300

Percent 68.0 4.0 28.0 100.0

ANALYSIS: 11 Q. Along with Parag milk is there any other Parag product that you consume? OTHER PARAG PRODUCT CONSUMPTION:(1). Yes - (45%) (2). No - (55%)

It was found that 45% (135/300) of the consumers said that they consume other Amul products along with Amul fresh milk and 55% (165/300) said that they do not consume other Amul products. Mostly consumed Parag products are: - Parag Butter, Parag chesses, Parag Paneer, Parag Ice-cream, Parag Ghee, etc.

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OTHER PARAG PRODUCT CONSUMPTION Valid Cumulative Frequency Percent Percent Percent 135 45.0 45.0 45.0 165 55.0 55.0 100.0 300 100.0 100.0

Valid

1 2 Total

ANALYSIS: 12 Q. In the absence of Parag milk which other brand do you prefer to take? AMUL MILK ABSENCE PREFERENCE:(1). Parag (72%) (2). Shuddha (12%) (3). Others (16%).

About 72% (216/300) of the consumers preferred to take Parag milk in absence of Amul fresh milk and 12% (36/300) of the consumers preferred to take Shuddha milk from milk vendors. AMUL MILK ABSENCE PREFFERENCE Valid Cumulative Percent Percent Percent 72.0 72.0 72.0 12.0 12.0 84.0 16.0 16.0 100.0 100.0 100.0

Valid 1 2 3 Total

Frequency 216 36 48 300

AMUL MILK ABSENCE PREFERENCE

80% 60% 40% 20% 0% Parag 72% 12% Shuddha 16% Others AMUL MILK ABSENCE PREFERENCE

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ANALYSIS: 13 Q. Do you check use by date (Best before date) while you purchase Parag milk? BEST BEFORE DATE CHECKING:(1). Yes (55.0%) (2). No (45.0%)

It was found that 55.0% (165/300) of the consumers check best before date while buying the Amul fresh milk and 45.0% (135/300) of the consumers didnt check best before date while buying Amul fresh milk.

CHECKING BEST BEFORE DATE Valid Percent 55.0 45.0 100.0 Cumulative Percent 55.0 100.0

Valid 1 2 Total

Frequency 165 135 300

Percent 55.0 45.0 100.0

BEST BEFORE DATE CHECKING

60% 50% 40% 30% 20% 10% 0% YES NO 55% 45% BEST BEFORE DATE CHECKING

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ANALYSIS: 14 Q. For how long have you been using the Parag milk? YEARS USING AMUL FRESH MILK:(1). 0-1 year (46.0%) (2). 1-2 year (43.3%) (3). 2-4 years (10.7%)

About 46.0% (138/300) of the consumers have been purchasing (using) Amul fresh milk for 0-1 years, 43.3% (130/300) of the consumers have been purchasing Amul fresh milk for past 1-2 years, 10.7% (32/300) of the consumers have been purchasing Amul fresh milk for past 2-4 years. YEARS USING AMUL MILK LENGTH OF TIME Frequency 138 130 32 300 Percent 46.0 43.3 10.7 100.0 Valid Percent 46.0 43.3 10.7 100.0 Cumulative Percent 46.0 89.3 100.0

Valid

0- 1years 1-2 years 2-4 years Total

LENGTH OF TIME
150 100 LENGTH OF TIME 50 0 0- 1years 1-2 years 2-4 years 32 138 130

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SUGGESTIONS FROM COMSUMERS:a) 73% (219/300) of the consumers are satisfied with Amul fresh milk. b) 15% (45/300) of the consumers suggest that price of the Amul fresh milk should be decreased. c) 8% (24/300) of the consumers suggest that quality of Amul fresh milk should be further upgraded. d) 2% (06/300) of the consumers complains that availability of Amul fresh milk is less in some areas of Lucknow. e) Rest 2% (06/300) of the consumers suggest timely supply of milk (especially in summers), others products of Amul should also be easily available, etc. f) Consumer suggested that more number of Amul preferred outlets should be opened

ANALYSIS: 15 OVERALL SATISFACTION 1) YES -57.7% 2) NO 42.3%

Out of a total of 300 consumers surveyed, more than 50% were satisfied with the Amul Milk owing to one or the other reasons. OVERALL SATISFACTION Frequency 173 127 300 Percent 57.7 42.3 100.0 Valid Percent 57.7 42.3 100.0 Cumulative Percent 57.7 100.0

Valid

YES NO Total

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4.4 ADVANTAGE AND DIDADVANTAGE OF SURVEY

Survey is the systematic gathering of data from the respondent through questionnaire.

Advantage of survey:The advantages associated with the survey technique are:1. It takes relatively short period of time to complete. 2. Research can be producing many difficult type of information. 3. The amount of information procured on each aspect is larger.

Disadvantage of survey:
Major disadvantage associated with the survey technique are:1. The cost per completed interview is relatively highly as compared to other method 2. The investigator may have to face relatively more difficulties in administrating the interview schedule. 3. Time required is more as compared to other survey method.

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4.4

LIMITATIONS:

Numerous problems were faced while collecting the data some of them are listed below:a. Less interest shown by distributors, retailers, and consumers while collecting data. b. Lack of time c. Financial constraints. d. A wide area was to be covered. e. Sample size was not sufficient according to the size of Lucknow. f. Sometimes rude behavior shown by retailers and consumers. g. A bias could be associated while deciding weight ages h. A lot of subjectivity could be associated with respect to the satisfaction levels of respondents i. The results cant be applied to all places with a lot of confidence keeping in mind a lot of subjectivity

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CHAPTER 5

OBSERVATIONS AND RECOMMENDATION

5.1 OBSERVATIONS and FINDINGS

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5.1 OBSERVATIONS and FINDINGS:

1) According to the survey In Lucknow Market, it was found that loose milk market share is 62.0% but packed milk market share is only 38.0% in which Amul shares only 53% and rest share is captured by Parag, that has 28% and by others ie. 19%. 2) In this way the biggest competitor of Amul fresh milk is Loose milk, which captures 62.0% of total milk market in Lucknow. 3) On the basis of findings of survey the satisfaction quotient results are :a) Total satisfaction quotient for consumer is 82.38%. Lets see the section wise findings for Parag milk:-

(A). CONSUMER OBSERVATIONS:

1) Amul Gold was demanded by 72% consumers while Amul Taaza was demanded by only 28% consumers in the market. 2) 69.7% consumers were satisfied with the taste, 98.0% consumers were satisfied by quality while 70.70% consumers were satisfied with the freshness of Amul Fresh Milk. 3) For the price, 51.7% consumers were satisfied but 48.3% consumers were not satisfied with the price of Amul Fresh Milk. 4) In absence of Amul Fresh Milk 72% consumers preferred Parag and 28% consumers preferred Shuddha and other packed milk. 5) Consumers were much aware about the health as 55.0% consumers checked use by date before purchasing milk. 6) During survey, it was found that 3.6% consumers purchased Amul fresh milk by Home delivery , 90.0% consumers purchase Amul fresh milk from the retailers (either shops or from milk vendors in their colony) and 6.4% consumers purchase Amul fresh milk from Amul preferred outlets (APO) or Amul parlours. 7) About 68.0% consumers purchased Amul fresh milk in morning only, 4% consumers purchased Amul fresh milk in evening only and 28% consumers purchased Amul fresh milk both in morning and evening. 8) From packaging material point of view, 38% consumers said that the packaging material of Amul fresh milk was very good and 51.7% said that it is good (due to
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very less leakages) and 10.3% of the consumers said that the packaging material of Amul fresh milk was average. 9) PARAG booths have to be established at various points in Varanasi for easy and overall distribution of milk. 10) After Mother Dairy, Parag milk was found to be the next best alternative choice of the dealers because of its early delivery. 11) Most of the dealers are getting their supply as per the demand regularly but some times variations occur. 12) Many a times the drivers and the salesman have to face the anger of the dealers because of the leakage in the packets of the milk. 13) PARAG booths have to be established at various points in Varanasi and Far bad for easy and overall distribution of milk 14) Milk is not evenly distributed in the Haryana region as the delivery schedule is very limited and there is not more than one van on this route. 15) As PARAG Dairy, Varanasi packs milk for Mother Dairy of more than 1.75 lack liters of milk Varanasi does not face any problem for milk. 16) The Mother Dairy sells its milk at a cheaper rate in comparison to PARAG milk; hence PARAG should also decrease its price in order to beat its competitors.

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CHAPTER 6

QUESTIONNAIRE (SURVEY FORMS)

6.1 CONSUMERS SURVEY FORM

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CONSUMER SURVEY FORM

AMUL INDIA LTD. (CONSUMER QUESTIONNAIRE FORM)

Name of respondent:_________________________________________________ Family size:_________________________________________________________ Area:_______________________________________________________________

(Q.1). Which form of milk do you prefer to consume? (1). Loose milk (2). Packed milk

(Q.2). Which brand of milk do you take? (1). Amul (2). Parag (3). Others

(Q.3). Among the Parag milk brands which one do you take? (1). Amul Gold (2). Amul Taaza (3). Amul Butter milk

(Q.4). What is your daily consumption of milk? (1). 200 ml (2). 5oo ml (3). 1 lit (4). 2 lit (5). More than 2 lit

(Q.5). Do you like the taste of Parag milk? (1). Yes (2). No
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(Q.6). Are you overall satisfied with the quality of Parag milk? (1). Yes (2). No

(Q.7). Are you satisfied with the freshness of milk? (1). Yes (2). No

(Q.8). Are you satisfied with the price offered for the Parag milk? (1). Yes (2). No

(Q.9).How do you rate the quality of packaging in which milk is marketed? (1). Good (2). Average (3). Poor

(Q.10). In the absence of Parag milk which other brand do you prefer to take? (1). Namaste India (2). Amul (3). Mother dairy

(Q.11). Do you check use by date (Best before date) while you purchase Parag milk? (1). Yes (2). No

(Q.12). What is your point of purchase for Parag milk? (1). Home delivery (2). Retailer (3). Parlour (4). Booth

(Q.13). At what time do you purchase Parag milk? (1). Morning only (2). Evening only (3). Both (Morning and Evening)

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(Q.14). How far you have to walk for purchasing of Parag milk? (1). 25 - 50 meters (2). 50 - 100 meters (3). 100 500 meters

(4). More than 500 meters

(Q.15). For how long have you been using the Parag milk? (1). 0-1 year (2). 1-2 year (3). 2-4 years

(Q.16). Along with Parag milk is there any other Parag product that you consume? (1). Yes (2). No

(Q.17) Will the price reduction make you satisfied if at present you are not satisfied with Parag Milk? 1) Yes 2) NO

(Q.18) Will better packaging make you satisfied if at present you are not satisfied with Parag Milk? 1) Yes 2) NO

(Q.19). Any suggestion you want to give for the betterment of products and services provided by company? ______________________________________________________________________ ______________________________________________________________________ _____________________________________________________________

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SUMMARY / CONCLUSION

Most of the customers are attracted towards packed milk because in this method there is no rationalization in comparison to loose milk. Most of the customers preferred full cream milk because in this fat percentage is very high and is highly in demand by the customer. After that second choice comes DTM because in this fat % is low and the aged person and patient prefer skimmed milk. Most of the customers purchase decision depends upon the quality of the milk. Time availability also affects their purchasing decisions. In customers opinion sales of Mother Dairy is more followed by PARAG Dairy. Customer is fully satisfied with its distribution channel, time availability, and other facility.

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BIBLIOGRAPHY

BOOKS REFERRED (AUTHORS NAME):

1. Ram swami V.S. 2. Namakumari S. 3. Marketing Management (Phillip kotler) 4. PARAG Journal 5. www.google.com 6. www.parag.com

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THANK YOU

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