CHAPTER 1 CONSUMER BEHAVIOUR

CONSUMER BEHAVIOUR
It is defined as all psychological, social and physical behaviour of potential customers as they become aware, evaluate, purchase, consume and tell to others about product and services. Behaviour is a mirror in which everyone can shows his or her image. Behaviour is the process of responding to stimuli. Consumer behaviour is to do with the activities of individuals in obtaining and using the goods and services; it encompasses the decision-making process that precedes and determines purchase. Buying behaviour involves both individual (psychological) and group process. Buyer behaviour is reflected from awareness right through post purchase evaluation indicating satisfaction and non satisfaction from purchaser. Buyer behaviour includes communication, purchasing and consumption behaviour. Consumer behaviour is basically social in nature hence the social factors play important roles in shaping buying behaviour. Buying behaviour includes both customers & industrial behaviour. Hence consumer behaviour is an orderly process whereby the consumer interacts with the environment for making a purchase decision on products.

CONSUMER BEHAVIOUR AND MARKETING RESEARCH

Marketing management work around consumers which is actually the market for them. Understanding their behaviour is very vital in every segment to plan marketing activities accordingly. Both industrial and individual customers are vital in marketing management.

DIVERSITY OF CONSUMER BEHAVIOUR

 Customer and consumer words are referred as synonyms but the difference exists. Customer- the purchaser of product and service may or may not be the end user. Consumer- the end user may or may not be the purchaser. New age of business demands differentiation of customers by individual differences in consumer expectations, preferences and influences. Firms need to go into deep of consumer behaviour to analyse and act to achieve objectives.

CONCEPT & NEED FOR STUDYING CONSUMER BEHAVIOUR

Consumer behaviour can be said to be the study of how individual make decision on how to spend their available resources (time, money, effort) on various consumption related items. This simple definition of consumer behaviour tells the markets to resolve every activity around the ultimate consumers & estimate their behaviour by specially focusing on: Who buy products and services? How do they buy products and services? Where do they buy products and services? How often they buy them? Why do they buy them? How often they use them? These questions will help in understanding better and what factors influences the decision making process of the customers. The decision making process identifies the number of people involved in this process & describes a role to them like users, decides, influences & buyers. It is believed that consumers make purchase decision on the basis of receipt of a small number of relativity chosen pieces of information.

MODEL OF CONSUMER BEHAVIOUR

Consumers make many buying decisions every day and the buying decision is the focal point of the marketers effort. Most large companies research consumer buying decisions in great detail to answer questions about what consumers buy, where they buy, how and how much they buy, when they buy. But learning about the whys of consumer buying behaviour is not so easy; the answers are often locked deep within the consumers mind. Often consumers themselves dont know exactly what influences their purchases. The human mind doesnt work in a linear way. The actual question for marketers is , How do consumers respond to various marketing efforts the company might use? The starting point is the stimulus-response model of buyer behaviour shown in the following figure 5.1. This figure shows that marketing and other stimuli enter the consumers black box and produce certain responses. Marketers must figure out what is in the buyers black box.
The environment Marketing Stimuli Product Price Place Promotion Consumers Black Box Buyer characteristics Buyer decision process Buyer responses Buying attitude & preferences Purchase behaviour what the buyer buys, when, where and how much brand and company relationship behaviour.

Other Stimuli Economic Technological Social Cultural

Marketing stimuli consist of the four Ps: Product, Price, and Place & Promotion. Other stimuli include major forces and events in the buyers environment: Economic, Technological, Political and Cultural. All these inputs enter the buyers black box, where they are turned into a set of observable buyer responses: the buyers brand and company relationship behaviour and what he or she buys, when, where & how often. The marketer wants to understand the stimuli are changed into responses inside the consumers black box, which has two parts. First, the buyers influences how he or she perceives and to the stimuli. Second, the buyers decision process itself affects the buyers behaviour.

BUYING BEHAVIOUR PROCESS

Ever wonder how you make a decision when you buy something? Do you naturally go through a process? Well, research has shown that a consumer goes through a buying decision process when purchasing something. Now, thats great, you now have a new piece of information for your next trivial pursuit game right. Here is the deal, as online marketers, we need to understand the consumer buying decision process so that we can build our sites, understand how to effectively marketing online and how we should manage our checkout and post purchase relationship to engage our online customer at each point in the buying process. Research suggests that customers go through a five-stage decision-making process in any purchase. This is summarised in the diagram below: This model is important for anyone making marketing decisions. It forces the marketer to consider the whole buying process rather than just the purchase decision .The model implies that customers pass through all stages in every purchase. However, in more routine purchases, customers often skip or reverse some of the stages.

For example, a student buying a favourite hamburger would recognise the need (hunger) and go right to the purchase decision, skipping information search and evaluation. However, the model is very useful when it comes to understanding any purchase that requires some thought and deliberation. First, you may notices that the actual purchase is only one part of the process. Also, not every buyer event goes through each step. Lastly, not ever buying decision leads to a purchase. Lets go through each step briefly.

1. Problem Recognition
The starting point of buying behaviour is the perceived want or a desire. Need recognition is the awareness of the want without whose satisfaction the consumer feels restless and tension-charged. That is he or she feels that a desire which has to be satisfied. Needs or wants arise either due to internal or external stimulus. A stimulus is called by marketing experts as a sign or a cue. It is the intensity or the urgency of the want that decides the speed at which it is to be satisfied. That way

human being is bundle of desires needs or wants; however the most urgent ones are pushed to the top as the purchasing power of his or her limited.

2. Information Search
In this stage, a consumer recognizes their need and sets forth to find a solution. A need aroused and recognised can be satisfied only when the product or service is available. Consumer interest is indicated in the consumers willingness to seek further information about product or satisfaction, he searches relevant information. Consumer has many alternative sources of information to tap such as friends, relatives, neighbours, salesman, dealers, advertisements etc. Consumer tries to get up-to-date information regarding the products and services he wants to go in for.

3. Evaluation of Alternatives
The consumers deep interest in the product or service that paves the way for evaluation and intention. The evaluation stage is the stage of mental trial of the product or a service. In evaluation stage, the consumer assigns relative values or weightings to different based on the accumulated information and judge the relative worth of alternative products or services from the angle of want satisfying potential. The final purchase depends on the relative strength of the positive intension to buy. In evaluating the alternatives many values are taken into account such as characteristics, brand images, trade-offs, conveniences, facilities and concessions.

4. Purchase
It is the positive intension of the consumer that leads to a purchase decision. Decision to purchase implies consumer commitment for a product or a service. Practically, it is the last stage in the buying process because, it completes the exchange process. Such a purchase may be a trial or adoption. Trial purchases are done when the consumer buys the product or services for the first time. This accrues

mostly in case of consumer non durables. In case of consumer durables, it is purchase adoption than trial because, consumer durables items cannot be purchased on trial basis. It is through trial that the consumer gains experience and that may result in repeat sales, if he is satisfied with the product or the service.

5. Post-Purchase Evaluation
In this stage, the consumer determines if they are satisfied or dissatisfied with the purchasing outcome. The final stage is the post-purchase evaluation of the decision. It is common for customers to experience concerns after making a purchase decision. . Here is where cognitive dissonance occurs, Did I make the right decision. The customer, having bought a product, may feel that an alternative would have been preferable. In these circumstances that customer will not repurchase immediately, but is likely to switch brands next time. To manage the post-purchase stage, it is the job of the marketing team to persuade the potential customer that the product will satisfy his or her needs. Then after having made a purchase, the customer should be encouraged that he or she has made the right decision. Understanding each step in the process and how it relates to our job as ecommerce marketing gurus is important, and where we will spend our week. How can we influence the consumer along each step of the process?

FACTORS AFFECTING CONSUMER BEHAVIOUR

Consumer behaviour refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. There are different processes involved in the consumer behaviour. Initially the consumer tries to find what commodities he would like to consume, then he selects only those commodities that promise greater utility. After selecting the commodities, the consumer makes an estimate of the available money which he can spend. Lastly, the consumer analyzes the prevailing

prices of commodities and takes the decision about the commodities he should consume. Meanwhile, there are various other factors influencing the purchases of consumer such as social, cultural, personal and psychological. The explanation of these factors is given below.

1. CULTURAL FACTORS
Consumer behaviour is deeply influenced by cultural factors such as: buyer culture, subculture, and social class. Culture Basically, culture is the part of every society and is the important cause of person wants and behaviour. The influence of culture on buying behaviour varies from country to country therefore marketers have to be very careful in analyzing the culture of different groups, regions or even countries. The set of basic values perceptions, wants, and behaviours learned by a member of society from family and other important institutions. Culture is the most basic cause of a persons wants and behaviour. Every group or society has a culture, and cultural influences on buying behaviour may vary greatly from country to country. Subculture Each culture contains different subcultures such as religions, nationalities, geographic regions, racial groups etc. Marketers can use these groups by segmenting the market into various small portions. For example marketers can design products according to the needs of a particular geographic group. Social Class Every society possesses some form of social class which is important to the marketers because the buying behaviour of people in a given social class is similar. In

this way marketing activities could be tailored according to different social classes. Here we should note that social class is not only determined by income but there are various other factors as well such as: wealth, education, occupation etc.

2. SOCIAL FACTORS
Social factors also impact the buying behaviour of consumers. The important social factors are: reference groups, family, role and status. Reference Groups Reference groups have potential in forming a person attitude or behaviour. The impact of reference groups varies across products and brands. For example if the product is visible such as dress, shoes, car etc then the influence of reference groups will be high. Reference groups also include opinion leader (a person who influences other because of his special skill, knowledge and other skills) Groups: Two or more people who interact to accomplish individual or mutual goals. A persons behaviour is influenced by many small groups. Groups that have a direct influence and to which a person belongs are called membership groups. Some are primary groups includes family, friends, neighbours and coworkers. Some are secondary groups, which are more formal and have less regular interaction. This includes organizations like religious groups, professional association and trade unions. Family Buyer behaviour is strongly influenced by the member of a family. Therefore marketers are trying to find the roles and influence of the husband, wife and children. If the buying decision of a particular product is influenced by wife then the

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marketers will try to target the women in their advertisement. Here we should note that buying roles change with change in consumer lifestyles. Roles and Status Each person possesses different roles and status in the society depending upon the groups, clubs, family, organization etc. to which he belongs. For example a woman is working in an organization as finance manager. Now she is playing two roles, one of finance manager and other of mother. Therefore her buying decisions will be influenced by her role and status.

3. PERSONAL FACTORS
Personal factors can also affect the consumer behaviour. Some of the important personal factors that influence the buying behaviour are: lifestyle, economic situation, occupation, age, personality and self concept. Age Age and life-cycle have potential impact on the consumer buying behaviour. It is obvious that the consumers change the purchase of goods and services with the passage of time. Family life-cycle consists of different stages such young singles, married couples, unmarried couples etc which help marketers to develop appropriate products for each stage. Occupation The occupation of a person has significant impact on his buying behaviour. A persons occupation affects the goods and services bought. For example Blue collar workers tend to buy more rugged work clothes, whereas white-collar workers buy more business suits. A Co. can even specialize in making products needed by a given

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occupational group. Thus, computer software companies will design different products for brand managers, accountants, engineers, lawyers, and doctors. Economic Situation Consumer economic situation has great influence on his buying behaviour. If the income and savings of a customer is high then he will purchase more expensive products. On the other hand, a person with low income and savings will purchase inexpensive products. Lifestyle Lifestyle of customers is another import factor affecting the consumer buying behaviour. Lifestyle refers to the way a person lives in a society and is expressed by the things in his/her surroundings. It is determined by customer interests, opinions, activities etc and shapes his whole pattern of acting and interacting in the world. Personality Personality changes from person to person, time to time and place to place. Therefore it can greatly influence the buying behaviour of customers. Actually, Personality is not what one wears; rather it is the totality of behaviour of a man in different circumstances. It has different characteristics such as: dominance, aggressiveness, self-confidence etc which can be useful to determine the consumer behaviour for particular product or service.

4. PSYCHOLOGICAL FACTORS
There are four important psychological factors affecting the consumer buying behaviour. These are: perception, motivation, learning, beliefs and attitudes. Motivation

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The level of motivation also affects the buying behaviour of customers. Every person has different needs such as physiological needs, biological needs, social needs etc. The nature of the needs is that, some of them are most pressing while others are least pressing. Therefore a need becomes a motive when it is more pressing to direct the person to seek satisfaction. Perception Selecting, organizing and interpreting information in a way to produce a meaningful experience of the world is called perception. There are three different perceptual processes which are selective attention, selective distortion and selective retention. In case of selective attention, marketers try to attract the customer attention. Whereas, in case of selective distortion, customers try to interpret the information in a way that will support what the customers already believe. Similarly, in case of selective retention, marketers try to retain information that supports their beliefs. Beliefs and Attitudes Customer possesses specific belief and attitude towards various products. Since such beliefs and attitudes make up brand image and affect consumer buying behaviour therefore marketers are interested in them. Marketers can change the beliefs and attitudes of customers by launching special campaigns in this regard.

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CHAPTER2 COMPANY PROFILE

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INTRODUCTION
In todays time there is serve competition in every field and the milk industry is also facing a lot of competition we know competitor can pause some threats to the organization as well as they provide us some opportunities. An organization can store over its competition either by enhancing the quality of the products, reducing the price, heavily spending promotional activities or having a effective distribution network. The project was concerned with the milk products of Verka. Double toned milk, standard, and full cream are the products of the Verka milk. This project was concerned to find out how many consumers are satisfied with the milk products of Verka. How many consumers use Verka? Which type of the improvement was required by the consumers? What are the reasons behind the use and no use of the milk products? How often consumer use the Verka milk?

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INDUSTRY PROFILE
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 centers 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. 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.

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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.

HISTORY OF INDIAN MARKET MILK INDUSTRY

Beginning in organized milk handling was made in India with the establishment of Military Dairy Farms.

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

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

Pasteurization and bottling of milk on a large scale for organized distribution was started at Aarey (1950), Calcutta (Haringhata, 1959), Delhi (1959), Worli (1961), Madras (1963) etc.

Establishment of Milk Plants under the Five-Year Plans for Dairy Development all over India. These were taken up with the dual object of increasing the national level of milk consumption and ensuing better returns to the primary milk producer. Their main aim was to produce more, better and cheaper milk.

OPERATION FLOOD
The transition of the Indian milk industry from a situation of net import to that of surplus has been led by the efforts of National Dairy Development Board's Operation Flood. Programmed under the aegis of the former Chairman of the board Dr. Kurien. Launched in 1970, Operation Flood has led to the modernization of India's dairy sector and created a strong network for procurement processing and

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distribution of milk by the co-operative sector. Per capita availability of milk has increased from 132 gm per day in 1950 to over 220 gm per day in 1998. The main thrust of Operation Flood was to organize dairy cooperatives in the milk shed areas of the village, and to link them to the four Metro cities, which are the main markets for milk. The efforts undertaken by NDDB have not only led to enhanced production, improvement in methods of processing and development of a strong marketing network, but have also led to the emergence of dairying as an important source of employment and income generation in the rural areas. It has also led to an improvement in yields, longer lactation periods, shorter calving intervals, etc through the use of modern breeding techniques. Establishment of milk collection centers and chilling centers has enhanced life of raw milk and enabled minimization of wastage due to spoilage of milk.

MILKFED INTRODUCTION
The Punjab State Cooperative Milk Producers Federation Limited popularly known as MILKFED Punjab, came into existence in 1973 with a twin objective of providing remunerative milk market to the Milk Producers in the State by value addition and marketing of produce on one hand and to provide technical inputs to the milk producers for enhancement of milk production on the other hand. Although the federation was registered much earlier, but it came to real self in the year 1983 when all the milk plants of the erstwhile Punjab Dairy Development Corporation Limited were handed over to Cooperative sector and the entire State was covered under Operation Flood to give the farmers a better deal and our value customers betterproducts.

Today, when we look back, we think we have fulfilled the promise to some extent. The setup of the organization is a three tier system, Milk Producers

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Cooperative Societies at the village level, Milk Unions at District level and Federation as an Apex Body at State level. MILKFED Punjab has continuously advanced towards its coveted objectives well defined in its byelaws. Milk Producers Cooperative Societies at the village level, Milk Unions at District level and Federation as an Apex Body at State level. MILKFED Punjab has continuously advanced towards its coveted objectives well defined in its byelaws. Milk fed is an Apex Body at state level. It has 11 Milk Unions at district level operating 10 Milk Plants and more than 5,000Cooperative Societies at village level with a total of 3 lakh members.

MILKFEDS NETWORK
MILKFED has its milk unions in many districts of Punjab. These district unions are 1.Amritsar 4.Chandigarh 7.Gurdaspur 10.Ludhiana 13.Sangrur 2.Bathinda 5.Faridkot 8.Hoshiarpur 11.Patiala 14.khanna 3.Bassi pathana 6.Ferozpur 9Jalhandhar 12. Ropar

MILKFED has its own two cattle feed plants, one at Bhattian near Khanna and another at Ghania-ke-Banger having capacity to produce 300 M.T.'s of cattle per day. Four types of balanced cattle feed i.e. ISI type II, High Energy, By Pass Protein and buffalo feed is being manufactured under the brand name of VERKA. Both the plants are ISO-9002 certified units. Verka balanced cattle feed is supplied to the societies at a very genuine rate. Cattle feed plant, Khanna is also manufacturing urea molasses lick brick and pre specific mineral mixture.

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ACHIEVEMENTS
Impressive growth and attained 13% Milkfed achieved impressive Sales growth of 13% during the year 2009-10 in comparison to previous year by increasing this from Rs.1110.32 Crores to Rs. 1253.20 Crores. Milkfed is expecting impressive growth in Sales turnover to continue during the year 2010-11 also which is a healthy sign and has a plan to achieve target of Rs. 1450.00 Crores. This will improve the financial position of Milk Unions with special reference to reduction in ratio of Salary & Wages overhead to Sales turnover. Milkfed has been able to achieve CAGR of more than 17.5% for the last 5 years and is determined to maintain this rate of growth in the coming 4-5 years to achieve the target of Rs. 2600.00 Crores Sales turnover in the year 2014-15.

HISTORICAL BACKGROUND OF VERKA MILK PLANT

In 1959, in a village named 'Verka' near Amritsar, Chief Minister of Punjab Sardar Partap Singh Kairon established a Dairy Development Corporation for

safeguards of farmers and increase dairy business. After some time four more milk plants were established i.e. in Chandigarh, Patiala and Bathinda etc. Thereafter it progressed and the number of milk plants roses to 8 plants up to 1980 the govt. has developed its name from Punjab State Co-operative Milk Producers Union Ltd. into MILKFED Punjab. All the plants were controlled by Head Office which is established at Chandigarh. Only one balance sheet was prepared for all plants in Punjab and Profit & Loss for all the plants was prepared collectively. But in 1981 all plants started to make their own Balance Sheet and calculate Profit & Loss for their own plant.

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VERKA MILK PLANT CHANDIGARH

Milk Plant, Chandigarh was established in year 1962 by the Punjab Govt.to proved hygienically prepared milk and milk products to the up-coming city of Chandigarh. The activity of liquid milk supply was shifted to milk plant, Mohali 197980.Punjab Diary Development Corporation (PDDC) transferred the milk plant in the month of April 1983.Since then the history of milk plant, Chandigarh remained chequered one till the month of August, 1989 when the major activity of SFM production to facilitate the setting up of aseptic packaging station. In the month of March, 1991 this milk plant was decommissioned commissioned and production of ice cream was started with substantial enhanced capacity. In order to introduce the Verka ice-cream in the market and to create

awareness among amongst the people of Chandigarh and its satellite towns, Mohali and Panchkula and Aggressive market campaign was started with the planned marketing. We could capture the bulk of the share of ice-cream sale in Chandigarh. Now the position is that Verka Ice-Cream has become the favourite brand of the people.

PRESENT ACTIVITIES OF VERKA MILK PLANT

The major activities at the plant are manufacturing of ice-cream sweetened flavoured milk, raseela, kheer, manufacturing of small quantity of kaju pinni and milk cake and are also marketing of products of other sister plants like ghee, table butter and processed cheese etc.

OBJECTIVES
To bring prosperity to Milk Producers in the State through assured market and remunerative prices all round the year. To provide fresh hygienic milk to urban consumers at reasonable rates.

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 To ensure viability and growth of Milk Unions by converting surplus milk into products and ensure their marketing.

FUNCTIONS
To carry out activities for promoting production, procurement processing and marketing of milk and milk products for economic development of the farming community. To develop and expand such other allied activities as may be conducive for the promotion of the dairy industry, improvement and protection of milk animals and economic betterment of those engaged in milk production To purchase and erect buildings, plants, machinery and other ancillary equipment to carry out business. To study problems of mutual interest related to production, procurement and marketing of dairy and allied products. To purchase commodities from the member and deal with non-members for marketing, dairy and allied products subject to such conditions as may be decided by the Board from time to time. To establish research and quality control laboratories. To make necessary arrangements for transfer of milk allied milk products and commodities. To market its products under its own trade name/brand name with its Member Union's trademark/brand. To promote the organization of primary societies and assist members in organization of the Primary Societies. To plan development strategies and programmers to increase the volume of procurement and production of the Federation and its members Unions and for its affective marketing. To give remunerative prices to farmers and to ensure permanent market for the whole year.
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 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. To provide ISI marks good quality balanced Cattle feed and fodder seeds to the farmers.

CAPACITY OF CHANDIGARH MILK PLANT

The plant was designed to handle 150,000 liters per day of milk drying and 10, 0000 liters per day as liquid supply, since inception of the plant. There was no charge in the handling capacity until April 2004. Due to good potentiality of milk in area, efforts were always made to enhance its handling capacity to 1, 00,000 liters milk per day. Under the guidance of Milk Federation Punjab the Registrar Cooperative Societies Punjab had sanctioned a sum of Rs.140 core from the cooperative development fund. These funds are being utilized at the earliest. On expansion, the plant will handle 1, 00,000 liters of milk per day. The refrigeration capacity will also increase to 1.5 lacs liters of milk per day. At present because of loan from Cooperative societies the handling capacity of Milk in Milk Plant Chandigarh is 1, 00,000 liters per day and freezing capacity of milk is 1.5 lacs liters per day.

MAIN PRODUCTS MANUFACTURED BY MILK PLANT

The various products under the brand name VERKA are: 1. Ghee 2. Skimmed Milk Powder 3. Whole Milk Powder 4. Butter 5. Cheese 6. Pizza Cheese

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7. Lassi 8. Ice Cream 9. Sweet and Flavoured Milk 10. Rassela 11. Uht Milk 12. Dairy Whitner 13. Paneer 14. Pinni 15. Curd 16. Milk Cake 17. Yogurt Drink 18. Panjeeri

QUALITY POLICY OF VERKA MILK PLANT

The motto of Verka quality policy is customers satisfaction so, they commit themselves to produce and deliver such milk and milk products as meet the customers quality exception.
Quality Policy

Satisfaction Of Consumer

Identifying Desired Standard

Up-graduation Of Quality

Continues Improvement

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This all is achieved by: 1. Application of innovative techniques. 2. Developing, motivated, dedicated, and devoted workforce. 3. Application of eco-friendly operations and food safety system.

TYPES OF MILK
Double Toned
Specifications Milk Fat Milk SNF 1.5% min. 9% min. Nutrition Facts per 100 ml. Milk Fat Protein Carbohydrates Minerals Energy 1.5 g 3.1 g 4.7 g 0.7 g 71.7 K.Cal

Standard
Specifications Milk Fat Milk SNF Nutrition Facts per 100 ml. 4.5% min. 8.5% min. Milk Fat Protein 4.5 g 3.1 g 4.7 g

Carbohydrates

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Minerals Energy

0.7 g 71.7 K.Cal

Full Cream Specifications Milk Fat Milk SNF Nutrition Facts per 100 ml. 6% min. 9% min. Milk Fat Protein Carbohydrates Minerals Energy 6.0 g 3.3 g 5.0 g 0.7 g 90.0 K.Cal

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CHAPTER 3 REVIEW OF LITRATURE

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Dr. Ashok & Sriwastwa Abhay (2008) have studied the Product innovation and its influence on consumer purchasing pattern. It identifies those consumers who are most likely to get processed organic/dairy products. The objectives of this study were to examine the usage pattern, user preferences, and scopes for products change, with respect to the packaged dairy products in the town; Bettiah, West Champaran, Bihar. The researcher has used a descriptive research study using a structured questionnaire for collecting the necessary details for research analysis. The study also showed that, the family size and families with higher earnings were more concerned with quality of packaged dairy product. Further, this study also revealed that, majority of the population living in rural areas still uses the unprocessed, unbranded local dairy products only, which are neither healthy nor enriched with nutrients. Jhon Franklin.S & Senith .S (2010) have studied on Relationship between Demographic Variable and Branded Milk.The study was designed to investigate the influence of age level of respondents by different dimensions of milk brand. The study covers the population includes 325 consumers from Tamil Nadu, who are all using branded milk. The questionnaires were given to 500 consumers who are all using branded milk. Out of 500 consumers contacted, 325 questionnaires were received with required coverage and details. The collected data were computed and analyzed via Descriptive statistics and one - way ANOVA. The findings of the study were generalized as follows: Statistically significant differences were found in the age level of the respondents by different brand dimensions like Performance, Imagery, feelings and there is no statistically significant difference in dimension Salience and resonance by age level of the respondents.

Khan Shahzad (2012) has study about contribution of Brand Awareness and Brand Characteristics towards Customer Loyalty. This research is focused on Peshawar region Customer loyalty towards branded milk. For the purpose two dimensions taken under consideration i.e. Brand awareness and brand
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characteristics. Brand awareness includes advertising, personal selling, sale promotion and public relation. While brand characteristics include product price, product quality, brand image and packaging. To find out which of these variables contribute how much towards customer loyalty a sample of 200 branded milk users has been contacted from Peshawar region.

Smith Andrew & Sparks Leigh (2003) have study about retailing and customer services. This paper reports a diary study into retail loyalty card effects. The results shed light on a number of customer-related factors associated with these schemes including the degree of affiliation towards retailers, the operation of the schemes in practice and the attitudes of non-cardholders

Joubert P.R Johan & Poalses Jacolize (2012) have study about The effect of a brand name on consumers' evaluation of fresh milk. It is commonly accepted that packaged fresh milk available from reputable retail outlets taste the same and that when consumers choose between relatively similar products, such as milk, the purchasing decision tends to become simplified by considering product images and relying on brand names with clear and positive associations. The findings confirmed that the subjective associations bestowed on a brand name do indeed influence the way in which consumers experience the taste delivery of a milk product.

Oliver L.Richard,(2009),has studied about customer satisfaction The research is about how consumers construct, consciously or Sub consciously; their satisfaction conclusions are explored so that a grander strategy of fostering satisfaction and diminishing dissatisfaction can emerge. This will allow new actionablestrategies resulting in more diverse practical implications for practice. Readers interested ingreater detail and elaboration, including discussion.

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Subhani , Imtiaz Muhammad & Osman(2011),A study on the association between brand awareness and consumer/brand loyalty for the packaged milk industry in Pakistan.This paper put forwards the relationship of brand awareness on consumer/brand loyalty in the packaged milk brands in the urban Pakistan. There is evidence of brand awareness and consumer/brand loyalty. The approach takes into account sources of brand equity-brand awareness, brand loyalty and image (perceptions / associations) on the sample of consumer households. This paper suggests that in Pakistan among the packaged milk brands there is no relationship between brand awareness and consumer/brand loyalty.

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CHAPTER 4 RESEARCH METDOLOGY

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INTRODUCTION TO RESEARCH
Research refers to a search for knowledge. One can also define a research as a scientific and systematic search for pertinent information on a specific topic. In fact research is an art of scientific investigation. Redman and Mory define research as, systematised effort to gain new knowledge. Some people consider research as a movement, a movement from the known to the unknown. It is actually a voyage of discovery. Research is an academic activity and as such the term should be used in a technical sense. According to Clifford Woody research comprises defining and redefining problems, formulating hypothesis or suggested solutions, collecting, organising and evaluating data, making deductions and reaching conclusions and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis. Research is thus, an original contribution to the existing stock of knowledge making for its advancement. It is the per suit of truth with the help of study, observation, comparison and experiment. In short, the search for knowledge through objective and systematic method of finding solution to a problem is research. According to Prof. Phillip Kotler, Marketing research is the systematic, design, collection, analysis and reporting of the data and finding relevant to specific marketing situation facing the company.

Marketing is restless, changing dynamic field. Since 1920 many important and dramatic changes have taken place in marketing, thousands of new products

including those of entries of new industries such as automobiles, electronics and computer, textile, walk product etc. have appeared in the market. The market orientations have changed from production to market.

RESEARCH PROCESS
Defining Research Problem

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 Objective of Study Developing The Research Design Collection of Data Need of Study Scope of study

Limitations of Study

A.Defining research Problem

The first step of marketing research is defining the problems and research objectives. In all research projects, on whatever subject, there is a need to define and delineate the research problem clearly. The research problem is a general statement of an issue meriting research. Its nature will suggest appropriate forms for its investigation. Here are several forms in which the research problem can be expressed to indicate the method of investigation. In our case the research problem is to know about the buying behaviour of consumers regarding Verka milk products.

B. Objective of study To ascertain the frequency of using Verka product.

Why people prefer Verka Products. To know the competition level faced by Verka products in the market. To know the opinion of people about Verka products regarding its taste, packing etc To analyze Market share of verka milk in comparison to competitor. To ascertain reasonable price of Verka products.

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C. Research Design
According to Kerlinger, Research design is the plan, structure and strategy of investigation conceived so as to obtain answers to research questions and to control variance. Research design is in fact the conceptual structure within which the research is conducted. Barnard Philips has described the research design as a blue print for the collection, measurement and analysis of data.

Types of Research Design

Types of research designs are as follows. 1. Research design in case of exploratory research. 2. Research design in case of descriptive research. 3. Research design in case of casual research studies. Research design in case of descriptive or diagnostic studies This study describes the phenomena under study. The data collected here may relate to the demographic or the behavioural variables of the respondents under study. The research has got very specific objective, clear cut data requirements and uses a large sample which is drawn through a probability design. The findings in a descriptive research are definite.

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D. Collection of Data
Once we decided the research design the next job is of data collection. For data to be useful, our observations need to be organised so that we can get some patterns and come to logical conclusions. Depending upon the sources utilized, whether the data has come from actual observations or from records that are kept for normal purposes, statistical data can be classified into two categories, primary and secondary.

Primary Data

Primary data is one which is collected by the investigator himself for the purpose of a specific inquiry or study. Such data is original in character and is generated by surveys conducted by individuals or research institutions.

Data Collection Procedure for Primary Data

Since the quality of results gained from statistical data depends upon the quality of information collected. It is important that a sound investigative process be established to ensure that the data is highly representative and unbiased. This requires a high degree of skill and also certain precautionary measures may have to be taken. Techniques for collecting primary data are as follows:

Observation Experimentation Questionnaire Interviewing Case study method

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Questionnaire is usually faster and cheaper from other methods, so we us questionnaire as a tool for collecting information. Secondary Data

When an investigator uses the data which has already been collected by others, such data is called secondary data. This data is primary data for the agency that collects it and becomes secondary data for someone else who uses this data for his own purposes. The secondary data can be obtained from journals, reports, government, publications and so on. For e.g. if a researcher desires to analyze the weather conditions of different regions, he can get the required information or data from the records of meteorology department.

1. RESEARCH APPROACH Survey Method

Survey are best suited for descriptive research companies which undertake surveys to learn about peoples knowledge, beliefs, preferences, satisfaction etc. to Measure these magnitude in the general population. While observation and tours are best suited for exploratory research which is not the case of my study.

2. RESEARCH INSTRUMENT Questionnaire

A questionnaire is prepared and used to collect the information. The majority of questions are close ended. Questionnaire is distributed to people to know about their preferences, tastes, demands etc. This is one of the easiest methods of collecting information.

3. SAMPLING PLAN

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After deciding on the research approach and instrument, we must design a sampling plan. This plan calls for three decisions: Sampling Unit

Here we define what is to be surveyed i.e. the target population that will be sampled. In our case customers of Verka milk in Chandigarh region. Sample Size

Large samples give more reliable results. In our study 150 customers were surveyed in Chandigarh. Sampling Method Convenience sampling is used for collecting data. Convenience sampling is a non-probability sampling technique where subjects are selected because of their convenient accessibility and proximity. Convenience sampling refers to the non probability process by which a scientist gathers statistical data from the population. This form of selection is done based on the ease of gaining the statistical data. Rather than gathering a more accurate array of data from the population, I was simply gathers data from people nearby. I conduct research go to a nearby mall, or street corner to gather data. One of the reasons that it is most often used is due to the numerous advantages it provides. This method is extremely fast, easy, readily available, and cost effective. Contact method In this decision is taken that how the subject should be contacted i.e. whether by mail questionnaire, telephone, interviews. In our research personal interview is the most convenient and reliable method.

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E. Need of Study
In todays time there is serve competition in every field and the milk industry is also facing a lot of competition as we know competitor can pause some threats to the organization as well as they provide us some opportunities. An organization can store over its competition either by enhancing the quality of the products, reducing the price, heavily spending promotional activities or having an effective distribution network. The project was concerned to find out the consumer buying behaviour about Verka milk products.

F. Scope of Study
This study can be used by marketers to create the marketing strategy; targeting each consumer effectively once they understand their needs and wants through the research of consumer behaviour. It is a strategy used to maximise limited resources of an organisation to increase its opportunities in sales and achieve a sustainable competitive advantage. This study can also be used by other milk competitors to determine their strategies. Consumers can also make comparisons with other brands and make the best decisions regarding buying products. The scope of consumer behavior is the wide variety of activities consumers engage in as they research, buy, use, and dispose of products. This is a topic of interest for marketers and other researchers who examine how consumers behave in the market. This information can be important for the development of products and ad campaigns that meet the needs of consumers effectively. Studies focusing on consumer behaviours yield important information and insight into what consumers are thinking. With these insights, marketing and public relations firms may enhance their particular marketing campaigns to successfully connect with consumers.

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G. Limitations of Study
1. Due to Chandigarh is a large city, it was not possible to interact with people

from all over the city.

2. Time period for the project execution was less so it was not possible to give a

required time to each respondent.

3. Few consumers were reluctant to fill the questionnaire as they perceived us as

sale men and also shown reluctance in giving their contact numbers.
4. There is no measure to check out whether the information provided by the

consumers is correct or not.

5. Problem occurred in some sensitive issues like getting information about the

financial position of the respondent.

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CHAPTER 5 DATA ANALYSIS AND INTERPRETATION

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Data Analysis and Interpretation

Q1. Are you aware about milk products?
This question reveals how many respondents aware about dairy products.

TABLE 5.1- This table shows how many respondents aware about dairy products.
Attributes Yes No Total No of respondents 135 15 150

Figure5. 1- Shows that all the respondents are aware about dairy products.
160 140 120 100 80 60 40 20 0 yes no yes no

Interpretation- According to 150 respondents 135% are aware about dairy products
and remaining 15% are not is about dairy products.

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Q2. Which brand of milk are you consuming?

This question answers which companys products are preferred by the consumers on first number

TABLE 5.2- This table answers which companys products are preferred by the consumers on first number. Company Verka Nestle Mother dairy Amul Total No of respondents 100 18 15 17 150

Figure 5.2- This table answers which companys products are preferred by the consumers on first number.
120 100 80 60 40 20 0 verka nestle mother dairy amul

verka nestle mother dairy amul

Interpretation- According to 150 respondents 100% people says that they like to buy
Verka milk, 19% people buy Nestle milk, 15% people buy Mother dairy milk and remaining 17% buy Amul milk.

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Q3. Are you aware about Verka milk products?

This question reveals how many respondents aware about Verka milk products.

TABLE 5.3- This table answers how many respondents aware about Verka milk products.
Response Yes No Total No of respondents 100 50 150

Figure 5.3- This shows how many respondents are aware about Verka milk products.
120 100 80 60 40 20 0 yes no yes no

Interpretation- According to 150 respondents 100% people are aware about Verka
milk and remaining 50% are not aware about the milk products.

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Q4. How long are you using Verka milk?

This question is asked to check the consuming pattern of the consumer.

TABLE 5.4- This table shows how long respondents are using Verka milk.
Response Less than 1 month 1 to 6 months 6 months to 1 year More than 1 year Total No of respondents 10 25 30 35 100

Figure 5.4- This figure shows how long respondents are using Verka milk.
40 35 30 25 20 15 10 5 0 iess than 1 1to 6 month months 6 months more than to 1 year 1 year iess than 1 month 1to 6 months 6 months to 1 year more than 1 year

Interpretation- The reason to ask this question was to check the consuming pattern
of the consumer. According to this 10% respondents are using Verka milk from 1 month, 25% are from 6 months, 30% from 6 months to 1 year and remaining 35 % are using Verka milk from more than one year.

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Q5. Which of the following factors influence you to choose Verka milk?
This question is asked to check which factor influence most among other factors.

TABLE 5.5- This table shows which factor influence most in their buying behaviour.
Response Price Taste Quality Availability Long preservation time Total No of respondents 10 20 35 25 10 100

Figure 5.5- This figure shows which factor influence most.

40 35 30 25 20 15 10 5 0

price taste quality availability long preservation time

Interpretation- According to the survey the most influence factor is of quality i.e.
35%, availability is 25%, taste is 20 % and price and long preservation time is same i.e. of 10%

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Q6. Do you think the prices of Verka milk products are high/low compared to competitors product? This question asked to respondent to check whether the
respondents are agreeing with the prices of Verka milk products or not as compare to its competitors. TABLE 5.6- This table shows how many respondents are agree with the Verka milk prices. Response Strongly agree Agree Undecided Disagree Strongly disagree Total No of respondents 10 31 21 33 5 100

Figure 5.6- The following figure shows how many respondents are agree and how many respondents are disagree.
35 30 25 20 15 10 5 0 strongly agree agree undecided disagree strongly disagree strongly agree agree undecided disagree strongly disagree

Interpretation- According to 100 respondents 10% people are strongly agree, 31% people are agree, 21% people are undecided, 33% respondents are disagree and remaining 5% people are strongly disagree.
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Q7. How often do you buy this product of Verka milk?

This question answers after what time respondents repurchase Verka milk.

TABLE 5.7- This table shows the response of respondents of using Verka milk.
Response Daily Monthly Weekly Occasionally Total No of respondents 48 17 25 10 100

Figure 5.7- This shows the results on what time the respondents repurchase the Verka milk.
60 50 40 30 20 10 0 daily monthly weekly occasionally

daily monthly weekly occasionally

Interpretation According to 100 respondents 48% purchase daily, 17% monthly,

25% weekly and remaining 10% are occasionally purchase Verka milk product.

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Q8. How do you rate the Verka milk in comparison with other milk brands?
This question reveals satisfaction level of the consumers to verka milk.

TABLE 5.8- This table shows the satisfaction level of respondents with Verka milk as compared to its competitors.
Attribute Outstanding Excellent Good Average Below average Total No of respondents 7 25 32 23 13 100

Figure 5.8- This figure shows the response of consumers on Verka milk as compared to its competitors.
35 30 25 20 15 10 5 0 outstanding excellent good average below average

Interpretation According to 100 respondents 7% rate the Verka milk as a

outstanding product, 25% as a excellent, 32% as a good, 23% average and remaining 13% rate it below average.
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Q9. Do the various schemes/promotional activities affect your purchase plans?

This question reveals whether the promotional activities affect their purchasing plans or not.

TABLE 5.9- This table shows the no of respondents that plans buy to Verka milk product due to promotional activities.
Attribute Yes No Total No of respondent 23 77 100

Figure 5.9- This figure shows how many candidates feels promotional activities affect their buying behaviour or not.
90 80 70 60 50 40 30 20 10 0 yes no yes no

Interpretation According to 100 respondents only 23% thinks that promotional

activities affect their buying behaviour and the remaining 77% are not agree with this.

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Q10. Which promotional tool effect youre buying behaviour in relation Verka milk products? This question reveals which promotional tool effect their
buying behaviour among all other factors.

TABLE 5.10- This table shows which promotional tool affect their buying behaviour most.
Attributes TV adds Newspaper /Magazine Internet / Website Banners /Holding Others Total No of respondent 8 5 25 42 20 100

Figure 5.10- This figure shows the buying behaviour of consumers regarding promotional tools.
45 40 35 30 25 20 15 10 5 0 TV adds newspaper internet banners others TV adds newspaper internet banners others

Interpretation Banners and holding effect the most important among all other factors i.e. 42%, internet effects 25%, TV adds effect 8%, newspapers/magazines effect 5% and the remaining 20% effects the other factors.

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Q11. Do you feel that Verka milk enhances the richness of tea/coffee?
This question is asked to check the satisfaction level of consumers regarding Verka milk.

TABLE 5.11-This table shows the satisfaction level of respondents regarding Verka milk.
Attribute Yes No Total No of respondents 47 53 100

Figure 5.12- The following figure shows the satisfaction level of respondents regarding Verka milk.
54 53 52 51 50 49 48 47 46 45 44 yes no yes no

Interpretation According to 100 respondents 53% are agree with the richness of
milk and remaining 47% are not agree with it.

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Q12. How much are you satisfied with the taste of Verka milk?
This question reveals the satisfaction level of consumers towards the taste of milk.

TABLE 5.12- This table shows the satisfaction level of consumers towards the taste of milk.
Attributes Highly satisfied Satisfied Undecided Dissatisfied Highly dissatisfied Total No of respondents 23 30 25 15 7 100

Figure5.12- This figure shows the satisfaction level of consumers towards the taste of milk.
35 30 25 highly satisfied 20 15 10 5 0 highly satisfied satisfied undecided dissatisfied highly dissatisfied satisfied undecided dissatisfied highly dissatisfied

Interpretation According to 100 respondents 23% are highly satisfied, 30% are
satisfied, 25% are undecided, 15% are dissatisfied and remaining 7% are highly dissatisfied.

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Q13. Which size of packaging do you prefer?

This question reveals how much quantity of Verka milk used by the consumers.

TABLE 5.13- This table shows the exact quantity of Verka milk used by the consumers.
Attributes 250ml 500ml 1 litter Total No of respondents 19 32 49 100

Figure 5.13- this figure shows the quantity of Verka milk purchased by consumers.

60 50 40 30 20 10 0 250ml 500ml 1 litter 250ml 500ml 1 litter

Interpretation- According to 100 respondents 19% purchased 250ml, 32% are

purchased 500ml and the remaining 49% purchased 1litter of Verka milk.

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Q14. Rate the following factors according to your preference of Verka milk from 1 to 5?
This question reveals the importance of different factors regarding Verka milk

TABLE 5.14-This table shows the importance of different factors regarding Verka milk.
Factors Quality Price Taste Availability Total Response 24 25 23 28 100

Figure 5.14- this figure shows the importance of different factors regarding Verka milk
30 25 20 15 10 5 0 quality price taste availability

quality price taste availability

Interpretation According to 100 respondents the most important factor regarding

Verka milk is availability i.e. 28%, 25% respondents thinks price is a most important factor, 24% thinks quality is the factor and the remaining 23% thinks taste is the most important factor.

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Q15. Which will be your alternative brand in case where Verka brand is not available?
This question answers to which brand consumers gives preference after Verka.

TABLE 5.15- This table shows the alternative brand in case where Verka brand is not available.
Company Mother dairy Amul Nestle Today Total No of responses 17 36 26 21 100

Figure 5.15- This figure shows the alternative brand in case where Verka brand is not available.
40 35 30 25 20 15 10 5 0 mother dairy amul nestle today mother dairy amul nestle today

Interpretation According to 100 respondents 17% prefer Mother Dairy, 36%

prefer Amul milk, 26% prefer Nestle and remaining 21% prefer today milk.

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CHAPTER 6 FINDINGS, SUGGESTIONS & CONCLUSION

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FINDINGS
1. According to 150 respondents 135% are aware about dairy products and remaining 15% are not is about dairy products. 2. According to 150 respondents 100% people says that they like to buy Verka milk, 19% people buy Nestle milk, 15% people buy Mother dairy milk and remaining 17% buy Amul milk. 3. According to 150 respondents 100% people are aware about Verka milk and remaining 50% are not aware about the milk products. 4. According to this 10% respondents are using Verka milk from 1 month, 25% are from 6 months, 30% from 6 months to 1 year and remaining 35 % are using Verka milk from more than one year. 5. According to the survey the most influence factor is of quality i.e. 35%, availability is 25%, taste is 20 % and price and long preservation time is same i.e. of 10%. 6. According to 100 respondents 10% people are strongly agree, 31% people are agree, 21% people are undecided, 33% respondents are disagree and remaining 5% people are strongly disagree 7. According to 100 respondents 48% purchase daily, 17% monthly, 25% weekly and remaining 10% are occasionally purchase Verka milk product. 8. According to 100 respondents 7% rate the Verka milk as a outstanding product, 25% as a excellent, 32% as a good, 23% average and remaining 13% rate it below average. 9. According to 100 respondents only 23% thinks that promotional activities affect their buying behaviour and the remaining 77% are not agree with this. 10. Banners and holding effect the most important among all other factors i.e. 42%, internet effects 25%, TV adds effect 8%, newspapers/magazines effect 5% and the remaining 20% effects the other factors. 11. According to 100 respondents 53% are agree with the richness of milk and remaining 47% are not agree with it.

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12. According to 100 respondents 23% are highly satisfied, 30% are satisfied, 25% are undecided, 15% are dissatisfied and remaining 7% are highly dissatisfied. 13. According to 100 respondents 19% purchased 250ml, 32% are purchased 500ml and the remaining 49% purchased 1litter of Verka milk. 14. According to 100 respondents the most important factor regarding Verka milk is availability i.e. 28%, 25% respondents thinks price is a most important factor, 24% thinks quality is the factor and the remaining 23% thinks taste is the most important factor. 15. According to 100 respondents 17% prefer Mother Dairy, 36% prefer Amul milk, 26% prefer Nestle and remaining 21% prefer today milk.

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SUGGESTIONS
The main suggestions of my study are as follows: 1. Milk purchasing 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 & price. Hence I suggested to concern more than women and men suggestions for designing the marketing strategy, because womens role in the house is dominant, even in various decisions. 2. Income of the people decides the purchasing power. The high power prefers to purchase product with high quality, freshness, thickness etc. And vice versa. So I suggest Verka to concentrate also on low income segment to capture market and position themselves in the minds of customer with required quality and quantity of milk. 3. Since Verka is having loyal customers and therefore should concentrate more on this factor through various potential programmers such as campaign, premium packs offers etc. This help to increase the loyalty towards the Verka products. 4. Milk is having high demand and it is considered as a very essential products. In present practice, purchase of milk is through dealers. In this connection dealers approach towards the products. 5. Customer is influential, hence I suggest Verka to look after the dealers issues with due care. 6. Introduction of various economic products lines may help Verka to attract the existing and new customers and may attract all income groups. Hence I suggest management to introduce new product line which can satisfy the entire group.

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CONCLUSION
From the survey conducted it is observed that Verka milk has a good market share. From the study conducted the following conclusions can be drawn. In order the dreams comes into reality and for turning liabilities into assets one must have to meet the needs of the customers. The factors considered by the customer before purchasing milk are freshness, taste, thickness and availability. Finally I conclude that, majority of customers are satisfied with the Verka milk because of its good quality, reputation, easy availabilities. Some of the customers are not satisfied with the Verka milk because of its high price, lack of dealer services, spoilage and low shelf life etc. Therefore if slight modification in the marketing programme such as dealers and outlets, promotion programmes, product lines etc, definitely company can be as a monopoly and strong market leader. Verka has also to take care of its competitors into consideration and more importantly its customers before making any move.

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BIBLIOGRAPHY

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BIBLIOGRAPHY
Reference books:
Kotler Philip (2010), Principles of Marketing-13th edition, Pearson, Chapter 5, pp-116-117. Kothari C.R. (2004), Research Methodology, Chapter 1, pp 1. Bhattacharyya Kumar Dipak (2006), Research Methodology, by Anurag Jain, Block 1 unit 4,pp-40, block 2 unit 5,pp52-53.

Journals:
Ashok D & Sriwastwa Prakash Abhay (2008), Product Innovation and its influence on Consumer Purchasing Pattern Volume 1, PP 22-28. Jhon Franklin.S & Senith .S (2010),A study on Relationship between Demographic Variable and Branded Milk, Asian Journal of Agriculture and Rural Development, Vol. 2, No. 2, pp. 213-214. Khan Shahzad (2012), Contribution of Brand Awareness and Brand Characteristics towards Customer Loyalty, Journal of Asian Business Strategy, Vol. 2, No. 8, pp. 170. Smith A, Sparks L, Hart S, Tzokas N (2003), Journal of Retailing and Consumer Services, Volume 10, Issue 2, Pages 109110 Joubert P.R. Johan & Poalses Jacolize(2012) ,The Effect of a Brand name on Consumers Evaluation of Fresh Milk, Volume 36, Issue 4, pp 425. Subhani, Imtiaz Muhammad and Osman (2011), A study on the association between brand awareness and consumer/brand loyalty for the packaged milk industry in Pakistan,South Asian Journal of Management Sciences , Vol. 5, No. 1,pp. 11.

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Websites http://www.m4bmarketing.com/small-business-marketing-customers-buying accessed 2 July, 7pm. http://www.papercamp.com/group/review-of-literature-towards-consumersatisfaction-for-amul-milk-products/page-120. accessed 25 June, 10am. http://www.studymode.com/essays/Consumer-Satisfaction-Survey433364.html?topic.4 July, 3pm. https://en.wikipedia.org/wiki/Consumer_behaviour,16June, 8pm. www.managementstudyguide.com/what-is-consumer-behaviour.htm.23 July,9 am. www.slideshare.net/.../a-project-report-on-consumer-buying-behaviour-,16 June, 7pm. http://dx.doi.org/10.1016/S0969-6989(02)00007-3, How to Cite or Link Using DOI.

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ANNEXURE

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QUESTIONNAIRE
I, Harpreet kaur, student of MBA first year of University School of Business Studies Talwandi Sabo (Bathinda).I am, doing a summer training project on the Consumer Buying Behaviour towards Verka milk products. I request you to provide the required information for the completion of my study. The information given by you will be used for academic purpose only. 1. Personal profile: a. Name b. Age c. Occupation 2. Are you aware about milk products? a. Yes: [ ] b. No: [ ]

3. Which brand of milk are you consuming? a. Verka: [ ] ] b. Nestle: [ ] ]

C. Mother dairy: [

d. Amul: [

4. Are you aware about Verka milk products? a. Yes: [ ] b. No: [ ]

5. How long you are using Verka Milk products? a. Less than 1 month: [ c. 6 months to 1year: [ ] ] b.1 to 6 months: [ ] ]

d. More than 1 year: [

6. Which of the following factors influence you to choose Verka milk? a. Price: [ ] b. Taste: [ ]

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c. Quality:

] ]

d. Availability: [

e. Long preservation time: [

7. Do you think the prices of Verka product are high / low compared to Competitors product? a. strongly agree: c. Undecided: [ [ ] ] ] b. Agree: [ ] ]

d. Disagree: [

e. Strongly disagree: [

8. How often do you buy this product of Verka milk? a. Daily: [ ] ] b. Monthly: [ ] ]

c. Weekly: [

d. Occasionally: [

9. Do the various schemes / promotional activities affect your purchase plans? a. Yes: [ ] b. No: [ ]

10. Which promotion tool effect youre buying behaviour in relation Verka milk products. a. TV adds : [ ] ] ] b. Newspaper/magazine : [ d. Banners/holding: [ ] ]

b. Internet/website: [ e. Others: [

11. Do you feel that Verka milk enhances the richness of taste in form of tea/coffee? a. Yes: [ ] b. No: [ ]

12. How much are you satisfied with the taste of Verka milk? a. Highly satisfied : c. Undecided : [ [ ] ] b. satisfied : d. Dissatisfied: [ [ ] ]

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e. Highly dissatisfied:

13. Which size of packaging do you prefer? a.250ml: [ c. 1 litter: [ ] ] b.500ml: [ ]

14. Rate the following factors according to your preference of Verka milk from 1 to 5? 1. Quality: [ 3. Taste: [ ] ] 2.Price: [ ] ]

4.Avalability: [

15. Which will be your alternative brand in case where Verka brand is not available? a. Mother dairy: [ d. Nestle: [ ] ] b. Amul: [ d. Today: [ ] ]

16. Would you like to give any suggestions to Verka Company to improve the consumer buying behaviour regarding its products?

Thanks for giving your valuable time.

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