Consumer Behaviour and Brand Preference Towards "Sudha Dairy Products"

MAGADH DAIRY PROJECT
CONSUMER BEHAVIOUR AND BRAND PREFERENCE TOWARDS SUDHA DAIRY PRODUCTS DONE FOR
MAGADH DAIRY PROJECT (COMFED)

PROJECT REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF PONDICHERRY UNIVERSITY FOR THE AWARD OF THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
SUBMITTED BY
SHUBHAM RANJAN
(Reg. No.12397093)
Under the guidance of
Dr. S. RIASUDEEN
Assistant Professor Department of Management Studies Pondicherry University
DEPARTMENT OF MANAGEMENT STUDIES SCHOOL OF MANAGEMENT PONDICHERRY UNIVERSITY

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CERTIFICATE
This is to certify that this project titled CONSUMER BEHAVIOUR AND BRAND PREFERENCE TOWARDS SUDHA DAIRY PRODUCTS for MAGADH DAIRY PROJECT (COMFED) submitted by SHUBHAM RANJAN, (Reg. No. 12397093) during
May-June 2013 in partial fulfillment of the requirements for the award of the degree of Master of Business Administration. It is certified to be an original and bonafied work.
Dr. T. Nambirajan
Professor and Head Department of Management Studies School of Management Pondicherry University
Dr. S. RIASUDEEN
Assistant Professor Department of Management Studies School of Management Pondicherry University
Place: Date:
DECLARATION
I hereby declare that this Project Report entitled CONSUMER BEHAVIOUR AND BRAND PREFERENCE TOWARDS SUDHA DAIRY PRODUCTS in MAGADH DAIRY PROJECT(COMFED), Gaya (BIHAR)submitted in the partial fulfillment of the requirement of Master of Business Administration (MBA) of Department of Management Studies-School of Management, Pondicherry University, Puducherry-605014 is based on primary & secondary data found by me in various departments, books, magazines and websites & Collected by me in under guidance of Mr. S.C. Shukala, Marketing Manager, MAGADH DAIRY PROJECT(COMFED), Gaya (BIHAR)
SHUBHAM RANJAN
CONTENTS
Chapter
1. 2. 3.
Name of Topic
ACKNOWLEDGEMENT EXECUTIVE SUMMARY INTRODUCTION - INDUSTRY OVERVIEW - SWOT ANALYSIS - COMPANY PROFILE(COMFED) RESEARCH DESIGN & METHODOLOGY.
Page no.
5 7
10 17 20 28
4.
5.
DATA ANALYSIS
30-50
6.
FINDING,SUGGESTION &CONCLUSION
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7. 8.
BIBLIOGRAPHY APPENDIX - QUESTIONNAIRE
58 60
CHAPTER 1
ACKNOWLEDGEMENT
1. ACKNOWLEDGEMENT
I am indebted to the all-powerful Almighty God for all the blessings he showered on me and for being with me throughout the study. I place on record my sincere gratitude and appreciation to my project guide Dr. S. RIASUDEEN, Assistant professor , Department of Management Studies, for her kind co-operation and guidance which enabled me to complete this project. I express my sincere thanks to Dr.T.Nambirajan, HOD, Department of Management Studies, School of Management, and Pondicherry University, who provided me an opportunity to do this project. I am deeply obliged to Mr.S.C.Shukala, Marketing Manager, and MAGADH DAIRY PROJECT (COMFED), Gaya (BIHAR) for taking the role as my external guide and guiding and supporting continuously in shaping my project, correcting errors, clearing doubts throughout the project. Lastly, I would like to express my gratefulness to the parents for seeing me through it all.
SHUBHAM RANJAN (Signature of the Candidate)
CHAPTER 2
EXECUTIVE SUMMARY
2. EXECUTIVE SUMMARY
For the last 39 years since its inception in 1983, SUDHA which literally means AMRIT the well thought out name given to it by the Bihar state cooperative Milk Producers Federation Ltd has with its reasonably priced products, including milk, reached the door steps of many people in Bihar & Jharkhand. In fact COMFED set up with a noble mission to upgrade the socio- economic conditions of farmers of Bihar including helping them avoid disasters such as the death of their cattle by providing vet care. It also include supplying of good quality of cattle feed and facilities for artificial insemination catering to the needs of urban consumer with the supply of very hygienically packed milk at affordable rates, it was basically formed implementing agency of operation flood programmes on the lines of ANAND Milk cooperative. I was confined to SUDHA DAIRY PRODUCTS. What is consumers perception about SUDHA DAIRY PRODUCTS .Whether they are happy with its quality, price, availability, etc To solve my above queries I prepared a questionnaire for Consumers asking questions from 150 respondents. On the basis of those responses I prepared Survey Result which helped me to know various facts about SUDHA DAIRY PRODUCTS. I also came to a conclusion & few suggestions which I have mentioned in my project report.
CHAPTER 3
INTRODUCTION
3. INTRODUCTION
INDUSTRY OVERVIEW EVOLUTION OF DAIRY INDUSTRY:

Today much of the South faces the implications of sharply altered economic policies, many of which focus on capital-intensive investment that largely serves urban-sector requirements. In this context, it is imperative to find ways in which to advance South-South technology transfer, particularly technologies that directly improve the economic welfare and quality of life in rural areas. In this respect, India was fortunate to have been the first country to gain independence from colonial rule. In more than 40 years of independence, experiments have been made with a number of approaches towards developing the dairy industry and, as a consequence, it is possible that the Indian experience may hold lessons of interest and use too many of those concerned with balanced and sustainable development. It should be made clear that India's experience is by no means the only one possible. While there is definitely something to share, much can also be learned from the experience of others. One lesson is mandatory, however: success in dairying, or in any other agricultural field, depends on ensuring that control of the resources created remains with the producers.
AN INSTRUMENT OF SOCIAL AND ECONOMIC CHANGE

In India, dairying is recognized as an instrument for social and economic development. The nation's milk supply comes from millions of small producers, dispersed throughout the rural areas. These farmers maintain an average herd of one or two mulch animals, comprising cows and/or buffaloes. The animals' nutritional requirements are largely met by agricultural waste and by-products (Gupta, 1987). Ample labour and a small land base encourage farmers to practice dairying as an occupation subsidiary to agriculture. While income from crop production is
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seasonal, dairying provides a stable, year-round income, which is an important economic incentive for the small farmer to take to dairying. Milk production in India is dominated by small and marginal landholding farmers and by landless labourers who, in aggregate, own about 70 per cent of the national milk animal herd (Gupta, 1983). As crop production on 78 per cent of the agricultural land still depends on rain, it is prone to both drought and floods, rendering agricultural income uncertain for most farmers. Shackled to subsistence production as a result of a shortage of finance and credit facilities, these farmers become entangled in a strangling debt cycle. The combination of an unfavourable land: person ratio and fragmented landholdings makes it difficult to support large families on crop income alone. It is not surprising that the small farmer and the landless labourer are more often than not victims of moneylenders (Zuvakis, 1979) and of natural calamities. Dairying, as a subsidiary source of income, is a real relief to most of these weaker groups in society. Often one or two milk animals enable these farmers to generate sufficient additional income to break the vicious subsistence agriculturaldebt cycle. The successful Indian dairy development programme Operation Flood has shown how food aid can be used as an investment in building the type of institutional infrastructure that can bring about national dairy development. Programmes like Operation Flood, with similar policy orientations, may prove to be appropriate to dairy development in other Asian as well as African countries since the conditions that prevail in dairying today in a number of developing countries are comparable to those that once were found in India. In the early 1950s, India was commercially importing around 55000 tonnes of milk powder annually to meet the urban milk demand. Currently, many developing countries either commercially import dairy products on a large scale or rely on donations to meet the gap between demand and supply of milk products. Together, developing-country imports account for over 70 per cent of total world trade in milk products (FAO, 1993) As in India, the reliance on low-cost and often-subsidized commercial imports as well as gifts seriously affects the development of dairying systems in many developing countries as they
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increase domestic demand for milk products and erode domestic-price incentives. As low-cost imports from advanced dairying nations depress domestic milk prices, it becomes uneconomical for local milk producers to invest in dairying, causing stagnation in production. This hampers breed improvement efforts, fodder production programmes, the manufacture of quality feed and other endeavours to improve productivity. For any country seriously interested in exploiting the potential of dairying, therefore, it becomes imperative to review and seriously consider policies that would promote dairy development activities by helping to establish independent and selfsustaining dairying systems. Undoubtedly, the major challenge for the dairy sector in any developing nation is to increase milk production in order to meet the increasing demand resulting from the almost inevitable expansion of population and, presumably, growth of income. To meet this challenge, policies must become more market-oriented. The adoption of appropriate technologies for production, procurement, processing and marketing - after the unique environmental, social, economic, political and cultural environment of the individual country has been considered - is an important aspect of dairy development. Those national governments and international institutions for which the dairy sector is a major concern should accept the challenge and formulate policies that integrate and buttress the major functions of dairy development. Most of the significant developments in dairying in India have taken root in this century. The history of the dairy development can be broadly classified into two distinct phases: pre- and post-Operation Flood.
DAIRYING PRIOR TO OPERATION FLOOD:

The earliest attempts at dairy development can be traced back to British rule, when the Defence Department established military dairy farms to ensure the supply of milk and butter to the colonial army. The first of these farms was set up in Allahabad in 1913; subsequent facilities were established at Bangalore, Ootacamund and Karnal. These farms were well maintained and, even in the early stages, improved milk animals were raised. As animals were reared under farm conditions, some herd improvement was made using artificial insemination. This approach did
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not have any impact on the supply of milk to urban consumers, which was of major concern to civilian authorities but less important to the military. With the growth of the population in urban areas, consumers had to depend on milk vendors who kept cattle in these areas and sold their milk, often door-to-door. As a result, several cattle sheds came into existence in different cities. This was not an environmentally sound approach. As the main objective of the milk vendors was to maximize profit, they started increasing the lactation period by using the focus system. In the process, these high-yielding cattle developed sterility problems, which considerably reduced the number of carvings. Once the cattle became unproductive, they were sold to slaughterhouses. This practice systematically drained the country of its genetically superior breeds.
DAIRY POST OPERATION FLOOD:

The strategy for organized dairy development in India was actually conceived in the late 1960s, within a few years after the National Dairy Development Board (NDDB) was founded in 1965. It rested on the Operation Flood programme, which was conceived by the NDDB and endorsed by the government. Operation Flood is a unique approach to dairy development. During the 1970s, dairy commodity surpluses were building up in Europe, and Dr Varghese Kurien, the founding chairman of NDDB, saw in those surpluses both a threat and an opportunity. The threat was massive exports of low-cost dairy products to India, which, had it occurred, would have told the death-knell for India's staggering dairy industry. The large quantities that India was already importing had eroded domestic markets to the point where dairying was not viable. The opportunity, on the other hand, was built into the Operation Flood strategy. Designed basically as a marketing project, Operation Flood recognized the potential of the European surpluses as an investment in the modernization of India's dairy industry. Operation Flood is a programme designed to develop dairying by replicating the Anand Model for dairy development, which has stood the test of time for almost half a century. The first phase of Operation Flood was launched in 1970 following an agreement with the World
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Food Programme, which undertook to provide as aid 126000 tonnes of skim milk powder and 42000 tonnes of butter oil to finance the programme. The programme involved organizing dairy cooperatives at the village level; creating the physical and institutional infrastructure for milk procurement, processing, marketing and production enhancement services at the union level; and establishing dairies in India's major metropolitan centres. The main thrust was to set up dairy cooperatives in India's best milk sheds, linking them with the four main cities of Bombay, Calcutta, Delhi and Madras, in which a commanding share of the milk market was to be captured. In achieving that goal, the first phase of Operation Flood laid the foundation for India's modern dairy industry, an industry that would ultimately meet the country's need for milk and milk products. The second phase of the programme was implemented between 1981 and 1985. Designed to build on the foundation laid in the first phase, it integrated the Indian Dairy Association-assisted dairy development projects being implemented in some Indian states into the overall programme. About US$150 million was provided by the World Bank, with the balance of project financing obtained in the form of commodity assistance from the EEC. The current, third phase of Operation Flood aims at ensuring that the cooperative institutions become self-sustaining. With an investment of US$360 million from the World Bank, commodity and cash assistance from the EEC and NDDB's own internal resources, the programme envisages substantial expansion of the dairy processing and marketing facilities; an extended milk procurement infrastructure; increased outreach of production enhancement activities; and professionalization of management in the dairy institutions.
NATIONAL DAIRY DEVELOPMENT BOARD:

In October 1964, on the occasion of the inauguration of AMUL's cattle feed plant, the then Prime Minister of India, Lal Bahadur Shastri, spent the night as the guest of a village milk cooperative society near ANAND. Impressed by the socio-economic changes brought about by the milk cooperatives, he expressed the desire for a national-level organization to replicate ANAND Model dairy cooperatives throughout the country and to make available multidisciplinary, professional dairy expertise to dairies in the public and cooperative sectors. Thus, in 1965, NDDB was registered under the Societies Registration Act, the Charitable Trust
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Act and the Public Trust Act. Consistent with its model and mandate, NDDB headquarters were established at ANAND. Operation Flood: ANAND Model milk cooperative societies. Operation Flood: milk sheds. Operation Flood: farmer members. During its initial stages, NDDB was assisted financially by the Government of India, the Danish Government and by AMUL. It also received aid from the United Nations Children's Fund (UNICEF) in the form of teaching material and equipment. In 1969, when the Government of India approved the Operation Flood programme and its financing through the monetization of World Food Programme-gifted commodities, it was found that the statutes under which NDDB was registered did not provide for handling of government funds. Therefore, in 1970 the government established a public-sector company, the Indian Dairy Corporation. The IDC was given responsibility for receiving the project's donated commodities; testing their quality; their storage and transfer to user dairies; and receiving the dairies' payments. Thus, it served as a finance-cum-promotion entity while the entire Operation Flood technical support was provided by NDDB. To avoid-any duplication in their activities or overlap of functions, the IDC and NDDB were eventually merged into a newly constituted NDDB by an Act of Parliament passed in October 1987. The Act designated the NDDB as an institution of national importance and accorded it the same autonomy of operation that it had enjoyed and which had been a major factor in its success.
AMUL AND THE EVOLUTION OF THE ANAND MODEL

Milk procurement from the rural areas and its marketing in the urban areas was the major problem in Indian dairying at the time India gained independence. In one of the earliest urban milk supply schemes, Polsons - a private dairy at Anand - procured milk from milk
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producers through middlemen, processed it and then sent the milk to Bombay, some 425 km away (Korten, 1981). Bombay was a good market for milk and Polsons profited immensely. In the mid-1940s, when the milk producers in Kaira asked for a proportionate share of the trade margins, they were denied even a modest increase. The milk producers went on strike, refusing to supply milk to Polson. On the advice of Sardar Vallabhbhai Patel, a leader in India's independence movement, the milk producers registered the Kaira District Cooperative Milk Producers' Union, now popularly known as AMUL, in 1946. The Kaira union procured milk from affiliated village-level milk societies. This was the genesis of organized milk marketing in India, a pioneering effort that opened a new vista for dairy development in the country (see Box). Between 1946 and 1952, AMUL's policy was directed towards obtaining monopoly rights for the sale of milk to the Bombay milk scheme. In 1952, it succeeded in achieving its purpose after the Government of Bombay cancelled the contract with Polsons and handed over the entire business of supplying milk from the Kaira district to AMUL. However, as the Bombay milk scheme was committed to purchasing all the milk produced by the Aarey Milk Colony in Bombay, it would not take AMUL's milk during the peak winter months. The disposal of this surplus milk posed difficulties for AMUL, forcing it to cut down on purchases from its member societies, which affected members' confidence. The answer was the production of milk products: in 1955, a new dairy plant was set up at Anand to produce butter, ghee and milk powder. A second dairy was built in 1965, and a product manufacturing unit was established in 1971 to cope with increasing milk procurement. In 1993, a fully automatic modern dairy was constructed adjacent to the original AMUL dairy plant at Anand. AMUL formed the basis for the Anand Model of dairying. The basic unit in this model is the milk producers' cooperative society at the village level. These cooperatives are organizations of milk producers who wish to market their milk collectively. Membership is open to all who need the cooperative's services and who are willing to accept the responsibilities of being a member. Decisions are taken on the basis of one member exercising one vote. No privilege accrues to capital, and the economic returns, whether profit or loss, are divided among the members in proportion to patronage. Each cooperative is expected to carry out the continuing
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education of its members, elected leaders and employees. All the milk cooperatives in a district form a union that, ideally, has its own processing facilities. All the unions in a state are normally members of a federation whose prime responsibility is the marketing of milk and milk products outside the state. There is also a fourth tier, the National Cooperative Dairy Federation of India (NCDFI), which is a national-level body that formulates policies and programmes designed to safeguard the interests of all milk producers. Each tier of the Anand organizational structure performs a unique function: procurement and services by the cooperative; processing by the union; marketing by the state federation; and advancing the interests of the cooperative dairy industry by the national federation. Thus, the Anand Model has evolved into an integrated approach to systematic dairy development.
SWOT ANALYSIS OFINDIAN DAIRY INDUSTRY
STRENGTHS:
Demand profile: Absolutely optimistic. Margins: Quite reasonable, even on packed liquid milk. Flexibility of product mix: Tremendous. With balancing equipment, you can keep on adding to your product line. Availability of raw material: Abundant. Presently, more than 80 per cent of milk produced is flowing into the unorganized sector, which requires proper channelization. Technical manpower: Professionally-trained, technical human resource pool, built over last 30 years.
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WEAKNESSES:
Perishability: Pasteurization has overcome this weakness partially. UHT gives milk long life. Surely, many new processes will follow to improve milk quality and extend its shelf life.
Lack of control over yield: Theoretically, there is little control over milk yield. However, increased awareness of developments like embryo transplant, artificial insemination and properly managed animal husbandry practices, coupled with higher income to rural milk producers should automatically lead to improvement in milk yields.
Logistics of procurement: Woes of bad roads and inadequate transportation facility make milk procurement problematic. But with the overall economic improvement in India, these problems would also get solved.
OPPORTUNITIES:
"Failure is never final, and success never ending Dr. Kurien bears out this statement perfectly. He entered the industry when there were only threats. He met failure head-on, and now he clearly is an example of never ending successes! If dairy entrepreneurs are looking for opportunities in India, the following areas must be tapped:
Value addition: There is a phenomenal scope for innovations in product development, packaging and presentation. Given below are potential areas of value addition:
Steps should be taken to introduce value-added products like shrikhand, ice creams, paneer, khoa, flavoured milk, dairy sweets, etc. This will lead to a greater presence and flexibility in the market place along with opportunities in the field of brand building.
Addition of cultured products like yoghurt and cheese lend further strength - both in terms of utilization of resources and presence in the market place.
A lateral view opens up opportunities in milk proteins through casein, castigates and other dietary proteins, further opening up export opportunities.
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Yet another aspect can be the addition of infant foods, geriatric foods and nutritionals.
Export potential: Efforts to exploit export potential are already on. Amul is exporting to Bangladesh, Sri Lanka, Nigeria, and the Middle East. Following the new GATT treaty, opportunities will increase tremendously for the export of agro-products in general and dairy products in particular.
THREATS:
Milk vendors, the un-organized sector: Today milk vendors are occupying the pride of place in the industry. Organized dissemination of information about the harm that they are doing to producers and consumers should see a steady decline in their importance. The study of this SWOT analysis shows that the strengths and opportunities far outweigh weaknesses and threats. Strengths and opportunities are fundamental and weaknesses and threats are transitory. Any investment idea can do well only when you have three essential ingredients: entrepreneurship (the ability to take risks), innovative approach (in product lines and marketing) and values (of quality/ethics). The Indian dairy industry, following its relicensing, has been attracting a large number of entrepreneurs. Their success in dairying depends on factors such as an efficient yet economical procurement network, hygienic and cost-effective processing facilities and innovativeness in the market place. All that needs to be done is: to innovate, convert products into commercially exploitable ideas. All the time keep reminding yourself: Benjamin Franklin discovered electricity, but it was the man who invented the meter that really made the money!
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COMPANY PROFILE
HISTORY OF COMFED
Bihar State Co -op erative Milk Produ cers Fed eration Ltd.
BACKGROUND
The Bihar State Co-operative Milk Producers Federation Ltd. (COMFED) came into existence in 1983 as the implementing agency of Operation Flood (OF) program of dairy development on Anand Pattern in the State. All the operation or erstwhile Bihar State Dairy Cooperation was handed over to
COMFED (AREA OF OPERATION) There are six district level Milk Producers' Cooperative Unions affiliated to the Milk Federation. These milk unions are covering twenty-six districts and in addition five districts are being covered by the Federation. Different milk unions, which are organising the DCS network in these districts, are as follows: i. Vaishali Patliputra Milk Union, Patna covering Patna, Vaishali, Nalanda, Saran and Sheikhpura districts. ii. DR Milk Union, Barauni covering Begusarai, Khagaria, Lakhisarai and part of Patna Districts. iii. Tirhut Milk Union, Muzaffarpur covering Muzaffarpur, Sitamarhi, Sheohar, East Champaran, West Champran, Siwan and Gopalganj. iv. Mithila Milk Union, Samastipur covering Samastipur, Darbhanga&Madhubani districts.
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v. Shahabad Milk Union, Ara covering Bhojpur, Buxar, Kaimur&Rohtas districts. VI. Vikramshila Milk Union, Bhagulpur: Covering Bhagulpur ,mungar, Banka and jamui Districts The Milk Federation has already taken up organisation of Dairy Co-operative Societies (DCS) in the districts of Gaya, Jehanabad, Arwal and Nawada under Magadh Dairy Project and work has been initiated by Kosi Dairy Project in Saharsa, Supaul and Madhepura, Katihar, Purnia, Araria and Kishanganj districts. The districts of East and West Singhbhum, Ranchi, Bokaro and Dhanbad now in Jharkhand are being covered by the dairies directly under the control of Milk Federation for the supply of milk and milk products to the urban consumers in these cities. Procurement of milk has been taken up in Ranchi districts only
A BRIEF RESUME/STATUS REPORT OF MAGADH DAIRY PROJECT (COMFED)
COMPANY
OF
BIHAR
STATE
CO-OPERATIVE
MILK
PRODUCERS
FEDERATION LIMITED:
Bihar state co-operative milk federation limited (COMFED) was established in April 1983 in order to establish dairy industry on Anand Pattern by involving farmers in organizing the milk production and procurement, processing and marketing of rurally produced milk. It is implementing agency of operation flood program in Bihar. It has provided employment about 1.7 lakh farmers families who engaged directly or indirectly in it. Its production plant is equipped with most modern hygienic plants to ensure safety and purity, standard and quality. Its products are
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different types of milk, peda, ghee, curd, butter, sweets, etc. Its unit is located in Gaya, Patna, Ranchi, Bokaro, etc.
PROFILE OF MAGADH DAIRY PROJECT
Magadh dairy project a unit of COMFED was inaugurated by our first President Late Dr. Rajenda Prasad in 1961 but it come in operation in 1962 with the name of Gaya milk supply scheme. Later on it started functioning under Bihar State Dairy Corporation in year 1974 and remains closed from 1977 to 1986 due to uneconomic operation.
The COMFED took it over in year 1984 and put it in operation on July 1986. Having diagnosed that sickness was due to inadequate strategies and operational management, a professional approach was adopt to turn around the dairy by addressing problems and learning lessons from past experience to provide necessary fillips and momentum in successful operation of dairy. The dairy recovered very fast and received COMFED special award TURN AROUND MANAGEMENT in the very first year 1994-95 and subsequently DAIRY MANAGEMENT AWARD.
Strategies like cost reduction, waste reduction, controlling pilferage, improvement in quality, building of bunds image, contunies marketing intelligence at local levels, enduring and caring relationship with individual customers, dynamic of co-ordinates, team spirit, participating decision, localizing problems and sequencing corrective action has given a major breakthrough in turning the dairy unit around. The requirement of milk from the dairy is not by a network of over 52 dairy co-operative societies (DSC).The average procurement has reached over 2200 litters a day. The dairy is providing not only a ready and sustainable market for rural milk producers at their doorstep but also inputs such as artificial insemination with a frozen semen (through DRDA) agencies.
The dairy is manned by well qualified competent and experienced managerial cadre and motivated workforce to provide highest quality of and best of the service to customers. The dairy
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followers strictly the international nouns of hygiene and good manufacturing practice packaging and storage transportation.
To improve the efficiency and effectiveness of the dairy performance, The Magadh Dairy has embarked on implementation of ISO 5001 (HALLP) systems in the plant operation to eventually get international certification.
INTRODUCTIN OF MAGADH DAIRY PROJECT:

The National Dairy Magadh Dairy presently a limit of Bihar state to cooperates milk producers federation ltd. COMFED. It was established in 1961 with objective to supply milk to Gaya district and is satellite town and was named GAYA MILK SUPPLY SCHEME. In 1974 it was handed over to Bihar State Dairy Corporation. It remains closed from 1977 to 1986 due to uneconomic operation. The COMFED took in the year 1984 and was put in operation in 1986 under the Magadh Dairy. It is situated at Katari Hill road in Gaya city. It is engaged in manufacturing and marketing of milk and milk products under brand name SUDHA.
It is now a day marketing table butter, ghee, peda , lassi, curd and other milk products through establish network and retail outlets in Gaya, Jehanabad and Aurangabad town. Financial position of dairy is okay running in profit after sustained effects are thirds of total milk is rurally produces and rests qualities comes from ARA DAIRY
POPULATION:
The Gaya is having a population of about three lakhs and total density of consumer covered by Gaya Sudha is about Ten Lakh by dint of industrial growth. The population has registered a line growth over the years and on there has been rapid increase in the demand of milk and its product.
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PRESENT SCENARIO:
The agro climate condition of Gaya and near district (e.g. Aurangabad, Jehanabad, etc.) is very good. The 80% population depends upon agriculture which shows its high future prospect. People connected with farming necessary keep animals for their different needs and they sell it too, so far Magadh Dairy scope of milk is very high. Magadh Dairy is recording very high sell in town and in rural areas to fulfilling the demand of milk.
There are also some of chattels for the availability of milk to consumers, but they are exploiting and making supply if in variable and substandard quality of milk which is hygienic and adultered and also Khatal over as price is high for so consumers hesitate to purchase milk from Khatals. Magadh Dairy has won the faith of consumers and builds up very high goodwill by supplying pure hygienic and healthy milk in market.
TECHNICAL INPUTS:
The union (Magadh dairy Project), in addition to providing a ready and state market for the rurally produced milk at the door-step has been providing the inputs required for milk production enhancement.
SOME OF THE INPUTS REQUIRED FOR MILK PRODUCTION ENHANCEMENT ARE:

* * * * Artificial Insemination (AI) with Frozen Semen. Veterinary First Aid (VFA). Vaccination. Supply of Balanced Cattle Feed.
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* * *
Supply of Folder Seeds. Treatment of paddy straw/wheat bhusa with Urea. Supply of Urea Molasses Block (UMB) on No profit no loss basis.
The response from the milk producers for all these has been exceedingly encouraging and the Union is in the process of extending these facilities to more and more Dairy Cooperative Societies and farmers.
MILK MARKETING:
The marketing of liquid milk in sachets was introduced from the year 1981. However, initially the thrust was for organizing the milk procurement activities and to stabilize the same at reasonable level. Nevertheless there was some natural growth in the milk marketing over the years. However, for various reasons there was some stagnation for few years in the quantity of milk marketed. With certain modifications in the policy decisions and because of concerted efforts, the quantum of milk being marketed is steadily growing. The graph showing the local daily average milk marketing in different years is enclosed.
QUALITY & PRODUCTIVITY ACTIVITIES:

The Dairy Plant Management Programme (DPM) was introduced in the year1992 followed by Quality Assurance Programme (QAP) in the year1993 with the help of NDDB. This resulted in bringing about a positive change leading to viability of the project coupled lowering of operational costs on one hand and improved quality of products on the other. Consequent to the liberalization and globalization of Indian economy in early 90,s it was felt that the organization should strive to make its total outlook, approach and systems of highest standards. Accordingly, it was decided in the year2001that the organization should go in for ISO certification both in quality management system and food safety. This process was successfully completed leading to I SO-9001:2000 and
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HACCP (IS-15000) certification by Bureau of Indian Standards in March 2002. The project has been honoured with Best Productivity Performance Award for the two consecutive years 200012001 & 2001-2002 by National Productivity Council, New Delhi.
OUR PRODUCTS:
Milk
Butter
Lassi
Paneer
Dahi (Curd)
Gulabjamun
Ghee
Rasogulla
Peda
Mithai, etc
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CHAPTER 4
RESEARCH METHODOLOGY
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RESEARCH OBJECTIVETo study:
4. RESEARCH METHODOLOGY
Whether consumer like Sudha Dairy Products or not. How often consumers have Sudha Dairy Products, Are they happy with the quality of products? Whether they are satisfied with the price. Competitive analysis of Sudha Dairy Products with other leading brand companies.
RESEARCH DESIGN: Research design adopted for this study is descriptive research design
SAMPLE SIZE- 150 respondents
SAMPLING PROCEDURE: Simple random sampling was adopted to select samples from
the population.
TYPE OF DATA Primary data: data collected during survey is collected through questionnaire directly from respondent. So it is primary in nature.
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CHAPTER 5
DATA ANALYSIS
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5. DATA ANALYSIS
(Sample Size- 150) Table 1 Annual household income of respondent Annual household income No. of respondent % of respondent Central tendency
Less than 2,00,000 2,00,001-4,00,000 4,00,001-6,00,000 More than 6,00,000 Total
37 61 33 19 150
25 40 22 13 100
89 146 79 46 360
Pie-Graph showing the annual household income of the respondent
Annual household income

13% Less than 2,00,000 25% 22% 40% 2,00,001-4,00,000 4,00,001-6,00,000 More than 6,00,000
STATISTICAL INFERENCE: From this pie chart it can inferred that out of 150 respondent , 40% respondent having annual income in the range of 2,00,001-4,00,000. So majority population contribute the middle class.
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Table 2 Occupation Occupation Service Self-employed Student Others Total No. of respondent 59 47 21 23 150 % of respondent 39 31 14 16 100 Central tendency 142 113 50 55 360
Pie-Graph showing the occupation of the respondent
Occupation
16% 39% 14% Service Self-employed Student Others 31%
STATISTICAL INFERENCE: Out of 150 surveyed respondents, 39% of them are having service background, while 31%respondents are self-employed so from the above graph, it is clear that the surveyed respondent were mostly from service and self-employed by occupation.
31
Table 3 Age group Category ( Age group ) Below 20 20-30 30-40 40 & above Total 28 72 17 33 150 19 48 11 22 100 67 173 41 79 360 No. of respondent % of respondent Central tendency
Pie-Graph showing the age group of the respondent
Age group
22% 19%
Below 20 20-30
11% 48%
30-40 40 & above
STATISTICAL INFERENCE: Out of 150 respondents 19% respondents belong to age group below 20years, 48% respondents belong to age group 20-30 years, 11% belong to age group 30-40 years & 22% share is shared by respondent of age group 40& above.
People of age group 20-30 were more enthusiastic to answer & they are the one who are mainly targeted by marketers to sell their product.
32
Table 4
Gender of the respondents is:
Gender Male Female Total
No. of respondent 94 56 150
% of respondent 63 37 100
Central tendency 226 134 360
Pie-Graph showing the gender of respondents
Gender
37% Male Female 63%
STATISTICAL INFERENCE: The above Pie-Graph shows that out of 150 respondent 63% respondent are male and the rest 37% respondent are female.
Male respondents are in majority.
33
Table 5 Consumers of Sudha Products
Are they consumers Yes No Total
Pie-Graph showing the number of people who are the consumer of Sudha Dairy Product
Consumption of Sudha dairy product

0
Yes No 100%
STATISTICAL INFERENCE: The above statistical analysis states that all the respondents selected randomly have at least once consumed Sudha Products. This is a very positive response as the target market constitutes a large number. There is no section of people who are unaware of Sudha Product whether it is upper class, middle class or lower class people.
34
Brand Preference
Table 6 (a) Brands of Sudha dairy Brands (Sudha Product) No. of respondent % of respondent Central tendency
Sudha Milk Sudha Lassi Sudha Dahi Other Products Total
80 24 17 29 150
54 16 11 19 100
192 58 41 69 360
Pie-Graph showing the top of the mind response of the Sudha Dairy product
Top of the mind

19% 11% 54% 16% Sudha Milk Sudha Lassi Sudha Dahi Other Products
STATISTICAL INFERENCE: From the above Pie-Graph it is clearly observed that the product milk is set at the top of the mind of the respondent when they think about the Sudha dairy. Out of the total 150 respondent, the product milk is set at the top of the mind i.e. 54%. While the product Lassi is followed by the product milk i.e. 16%.
35
Table 6 (b) Favourite brand Brands (Sudha Product) No. of respondent % of respondent Central tendency
63 40 13 34 150
42 27 9 22 100
151 96 31 82 360
Pie-Graph showing response for the favourite brand
Favourite Brand
22% Sudha Milk 42% 9% Sudha Lassi Sudha Dahi Other Products 27%
STATISTICAL INFERENCE: The above Pie-Graph shows that 42% of respondents have the milk as their favourite brand. Further 27% have Lassi as their favourite brand.
36
Table 6(c) Consumption pattern of favourite brand Category Daily Once in week Once in fortnight Once in month Total No. of respondent 118 17 11 4 150 % of respondent 79 11 7 3 100 Central tendency 283 41 26 10 360
Pie-Graph showing the consumption pattern of favourite brand
Consumption Pattern
3% 7% 11% Daily Once in week Once in fortnight Once in month 79%
STATISTICAL INFERENCE: The above Pie-Graph shows the consumption pattern of the respondent for their favourite brand Sudha dairy products. From the graph it shows that 79% of respondents consume daily, 11% once in week, 7% fortnightly and 3% monthly.
37
Table 6(d) Recommended brand of Sudha dairy by respondents Brands (Sudha Product) No. of respondent % of respondent Central tendency
68 42 15 25 150
45 28 10 17 100
163 101 36 60 360
Pie-Graph showing the recommended brand
Recommended Brand
17% 10% 45%
Sudha Milk Sudha Lassi Sudha Dahi
28%
Other Products
STATISTICAL INFERENCE:
The above Pie-Graph shows the brand recommended by the consumers of Sudha dairy products. From the graph it shows that 45% of respondents recommend Sudha milk, 28% recommend Sudha Lassi, 10% Sudha Dahi(Curd) and 17% other products(Peda, Mithai, Ice-cream, etc).
38
Table 7 Percentage of people who like Sudha dairy products Category Yes No Total No. of respondent 113 37 150 % of respondent 75 25 100 Central tendency 271 89 360
Pie-Graph showing the preference of Sudha dairy products
Favourite Product
25% Yes No 75%
STATISTICAL INFERENCE: Consumers were asked about their preference of Sudha Dairy Products among other dairy products available in market, most of them that is 75% replied that they prefer Sudha Dairy Products over other dairy products.
39
Table 8 Knowledge of variety of Sudha Dairy product availability Category Yes No Total No. of respondent 38 112 138 % of respondent 25 75 100 Central tendency 91 269 360
Pie-Graph showing whether people have knowledge of variety of Sudha Dairy product availability
No. of respondent
25% Yes No 75%
STATISTICAL INFERENCE: When respondents were asked whether they know in how many products of Sudha Dairy Product is available, most of them altogether 75% of people were not able to recall or they had no idea.
Rest 25% people were aware of different products available in Sudha Dairy.
40
Table 9 Quality of Products Quality Excellent Very good Good Average Total No. of respondent 63 49 31 7 138 % of respondent 42 33 21 4 100 Central tendency 151 118 74 17 360
Pie-Graph showing how consumer rates the quality of Sudha Dairy products
Quality
4%
21% 42%
Excellent Very good Good Average
33%
After survey it is found that quality of Sudha dairy product is good. Only 4% of the consumer finds it Average & rest 96% of the consumer ranks it up to good.
41
Table 10 Sudha Product tastes Category Tasty Ok-Ok Satisfactory Bad Total No. of respondent 104 27 19 0 150 % of respondent 69 18 13 0 100 Central tendency 250 65 45 0 360
Pie-Graph showing how consumer ranks the taste of Sudha Dairy Products
Taste
0 13% Tasty 18% Ok-Ok Satisfactory 69% Bad
STATISTICAL INFERENCE: The above Pie-Graph shows that out of 150 respondent 69% said products are tasty, 18% said it is ok-ok type, 13% satisfactory. No people said that Sudha dairy Products tastes bad. So the good aspect is that noone finds the taste of Sudha Dairy products bad.
42
Table 11 Feeling after eating Sudha Product Category Refreshing Energetic Better No change Total No. of respondent 73 44 27 6 150 % of respondent 49 29 18 4 100 Central tendency 175 106 65 14 360
Pie-Graph showing how consumer feels after eating Sudha dairy Products
No. of respondent
4%
18% 49%
Refreshing Energetic Better
29%
No change
Majority of Consumers i.e. 78% of them says that after having Sudha Dairy Products they feel Refreshing & Energetic. Around 18% consumers feel better after having Sudha Dairy Products. 4% of consumers find no change.
So we can say that the after effect of Sudha Dairy product is good on consumers.
43
Table 12 Rate of Sudha Dairy Product in terms of price Category Costly Fair Reasonable Cheap & best Total No. of respondent 12 41 62 35 150 % of respondent 8 27 41 24 100 Central tendency 29 98 149 84 360
Pie-Graph showing the rate of Sudha Dairy product
Rate
8% 24% Costly 27% Fair Reasonable Cheap & Best 41%
STATISTICAL INFERENCE: The above Pie-Graph shows that out of 150 respondents 92% of the consumers find that the price of Sudha Dairy Products Reasonable. For them price of Sudha Dairy products is affordable.
44
Table 13 Rank of Sudha Products as compared to other dairy products available in market (Amul, Mother Dairy, etc.) Category Top Next best Average Bottom Total No. of respondent 88 39 19 4 150 % of respondent 58 26 13 3 100 Central tendency 211 94 45 10 360
Pie-Graph showing the rank of Sudha Dairy products
Rank
3% 13% Top Next Best 26% 58% Average Bottom
STATISTICAL INFERENCE: In this Era of cut throat competition it is very difficult to remain in top for any brand. But more than 58% of the consumers rank Sudha on Top.
Whereas 42% of the consumers say that they like Sudha dairy products next best.
45
Table 14 Improvement need in products Category Price Quality Quantity Availability Total No. of respondent 10 29 19 92 150 % of respondent 7 19 13 61 100 Central tendency 24 69 46 221 360
Pie-Graph showing consumers opinion as to in which field Sudha Dairy products need improvement
Consumer opinion
7% 19% Price Quality Quantity 61% 13% Availability
Majority of the consumers almost 52% are not satisfied with the location of Sudha outlets. They want more convenient locations. 23% of them want some improvement in the quality, 18% in quantity & rest 7% in price.
Here major focus should be on providing convenient locations for consumers.
46
Table 15 Advise others to have Sudha Product
Category Yes No Total
Pie-Graph showing whether consumers will make others aware of Sudha Dairy product
Awarness
5%
Yes No
95%
95% of the consumers of Sudha Dairy Products will advice others to try Sudha Products whereas just 5% says that they are not going to advice others to have Sudha Dairy Products.
So we can infer that Sudha has good impact on the major population.
47
Table 16 Respondents score for Sudhas Communication Facilities and Methodology (SUDHASQUESTIONNAIRE) Category Excellent Very good Good Satisfactory Poor Total No. of respondent % of respondent 4 23 32 37 19 115 3 20 28 32 17 100 Central tendency 13 72 100 116 59 360
Pie-Graph showing the score given by respondents to Sudhas communication facility
Communication Facilities
17 3 20 Excellent Very good Good 32 Satisfactory 28 Poor
The above Pie-Graph shows that 20% respondent grade Sudhas methodology very good, 28% respondent grade good & 32% are satisfied with the existing methodology. But 17% respondent thinks that Sudhas communication facilities and methodology is poor. So there is a slight improvement required in this field.
48
Table 17 Respondents score for Sudha dairy Environmental concern (SUDHASQUESTIONNAIRE) Category Excellent Very good Good Satisfactory Poor Total No. of respondent 2 23 33 31 26 115 % of respondent 2 20 29 27 22 100 Central tendency 6 72 103 97 82 360
Pie-Graph showing what consumer thinks about environmental concern of the organisation.
Environmental Concern
2 22 20 Excellent Very good Good Satisfactory 27 29 Poor
The above Pie-Graph shows that 20% respondent grade Sudhas Environmental concern very good, 29% respondent grade good & 27% are satisfied. But 22% consumer thinks that Sudhas Environmental concern is poor. So it is required to be more concerned regarding environment.
49
Table 18 Social concern of Sudha (SUDHASQUESTIONNAIRE) Category Excellent Very good Good Satisfactory Poor Total No. of respondent % of respondent 3 19 41 28 24 115 2 17 36 24 21 100 Central tendency 9 60 128 88 75 360
Pie-Graph showing what consumer feels regarding the social concern of the organisation.
Social Concern
2 21 17 Excellent Very good Good 24 Satisfactory 36 Poor
STATISTICAL INFERENCE: Sudha is part of this society so it has some duties towards the society. The above PieGraph shows that 17% respondent grade Sudhas Social concern very good, 36% respondent grade good &24% are satisfied. But 21% consumer thinks that Sudhas Social concern is poor.
50
STATISTICAL TOOLS:`CHI-SQUARE to check the association between gender and product attribute.
Gender * Improvement Cross tabulation Count Improvement Availability f Gender m Total 63 92 6 10 16 29 9 19 94 150 29 Price 4 Quality 13 Quantity 10 56 Total
Null Hypothesis: Alternate Hypothesis:
There is no association between gender and Product attribute. There exists association between Gender and Product attribute.
Chi-Square Tests
c Pearson Chi-Square Likelihood Ratio N of Valid Cases 3.955a 3.902 150 df 3 3 Asymp. Sig. (2-sided) .266 .272
a. 1 cells (12.5%) have expected count less than 5. The minimum expected count is 3.73.
As we can see from the calculation above that calculated Chi-square value is greater than .05 so we Will accept our Null Hypothesis i.e. there is no association between them.
51
CHAPTER 6 Finding, suggestion & conclusion

52
RESULTS AND FINDINGS

Maximum number of respondents is from service background by occupation i.e. 39% Most of the people having annual household income between 2,00,000-4,00,000 lakhs. It is also find that milk is the brand that remains at the top of the mind among maximum number of respondents. Consumers favourite brand is milk and Lassi is next preferred brand. Consumers like the Quality of the Sudha Dairy products i.e. 42% consumers are in favour of Sudha Dairy Products quality & they find it good. Majority of Consumers i.e. 78% of them says that after having Sudha Dairy Products they feel Refreshing & Energetic. 92% of the consumers find the price of Sudha Dairy Products is Reasonable. For them price of Sudha Dairy Products is affordable. Majority of the consumers almost 52% are not satisfied with the location of Sudha outlets. They want more convenient locations. More than 58% of the consumers rank Sudha Dairy Products on Top and have good impact on them There was no association between Gender and Product attribute improvement expectation.
53
SUGGESTIONS
Sudha Dairy should make efforts to attract the age group of below 20 years as well as also to attract the age group above 30 to gain more customers. Sudha Dairy should also make the efforts to increase the products awareness among the customers The most recommended product of Sudha Dairy is Milk and Lassi. So, it is very important to focus on all other products to increase the sales. Majority of the consumers almost 52% are not satisfied with the location of Sudha outlets. They want more convenient locations. Here major focus should be on providing convenient locations for consumers And introducing PUSH STRATEGY in order to make sure that Sudha Dairy Products is always available to consumers.
54
CONCLUSION
The progress of COMFED is a very good news in a state thats been reeling under severe industrial and economic decline since it was bifurcated, with Jharkhand taking away most of its natural resources and big industry. COMFED stands out as bright beacon of hope, breaking the pessimistic belief that no industry can survive in the state, forget making profit. The federation claims to plough back Rs 250 crore every year directly in to hands of rural farmers. It gives 65 percent of its earned profit to farmer and cooperatives as bonus, dividends and development fund, while 35 percent is used for plant &machinery maintenance. COMFED growth has certainly been in geometric progression. Dairy cooperatives act like a bridge between rural farmers and an organized market COMFED along with the other associations related with it have taken pledge to turn Bihar into a healthy state. COMFED does not treat itself as government body nor does it treat itself as NGO. It prides itself on being body of the farmers and for the farmers. Federation has drawn 55-60 percent officers from other states in formative years with support received from NDBD government of Bihar and various other international agencies. COMFED slowly but steadily improved its performance over the years.
According to newspaper report on April19, 2010 the federation had set a record of collecting & distributing 11.70 lakh litres of milk per day. It is continuously increasing and catering to the needs of people not only in Bihar but also in neighbouring states as well.
The role of COMFED in improving the economic condition of people in rural areas is of vital importance. Bihar will develop with COMFED, accelerating on the path of success.
55
LIMITATIONS
1. Area of Operation. - My survey area was confined to Gaya, District of Bihar. So we can infer the consumer behaviour and brand preference towards Sudha Dairy Products in Gaya district only not in whole Bihar state.
2. Time Limitation. - I had just 30 days to do my survey. So due to lack of time I could not cover Large sample size (150 respondents) & also the survey area shrieked.
3. Sample size. - My sample size constituted of 150 people which is very less in ratio with Total Sudha Dairy Products consumer. So the result of this study is limited.
4. Sample Selection Method. - I randomly selected people & asked them to fill my questionnaire.
5. Survey Error. - Due to respondents unawareness of answer the result was not accurate.
56
CHAPTER 7
BIBLIOGRAPHY
57
6. BIBLIOGRAPHY
Reference Books:
Philip Kotler: MARKETING MANAGEMENT, Eleventh Edition, Pearson Education.Why we buy: The science of shopping, Paco Underhill, Schuster, 2nd edition 2000 Levin R., and Rubin D, Statistics for Managers, Prentice Hall of India, New Delhi, 2006 (7th Edition)
News papers and Magazine:

Times of India Dainik Jagran India Today
Websites:
F & B news.com Www.Google.com Bing.com (pictures) Google Image(pictures)
Www. linkedIn.com
Links:
http://en.wikipedia.org/wiki/Sudha_Dairy compfed@bih.nic.in
58
CHAPTER 8
APPENDIX
59
8. APPENDIX QUESTIONNAIRE
CONSUMER BEHAVIOUR AND BRAND PREFENCE TOWARDS SUDHA DAIRY PRODUCTS IN GAYA CITY
(Dear respondent, all the information provided by you in the questionnaire will be kept highly confidential and is used only for academic purpose.)
NAME
ADDRESS PHONE.NO-
1. Which is your annual household income? Less than 2,00,000 4,00,000-6,00,000 2. Which is your occupation? Service Student 3. Which age group you belong to? 10-20 30-40 4. What is your gender? Male 5. Are you a consumer of Sudha products? Yes No Female 20-30 40& above Self-Employed Others 2,00,000-4,00,000 More than 6,00,000
Brand Preference
60
6(a) . Which one brand comes to your mind, when you think about Sudha Dairy? Sudha Milk Sudha Dahi Sudha Lassi other products
6(b). Which brand of product would you say is your favourite brand? Sudha Milk Sudha Dahi Sudha Lassi other products
6(c). How often do you consume your favourite brand of Sudha dairy? Daily Once in fortnight Once in week Once in month
6(d). If you had to recommend one brand of products of Sudha Dairy to somebody, which Brand would it be? Sudha Milk Sudha Dahi Sudha Lassi Other products
7. Is Sudha Products your favourite of all other Dairy Products? Yes No
8. Do you know how many Products of Sudha is available? Yes 9. How you find the quality of Product? Excellent Good 10. Sudha Product tastes Tasty Satisfactory No
Very Good Average
Ok-Ok Bad
61
11. How do you feel after eating Sudha Product? Refreshing Energetic Better No change
12. How you rate Sudha Product in terms of price? Costly Fair Reasonable Cheap & Best
13. Where you think Sudha Products ranks as compared to other dairy products available in market? (Amul, Mother Dairy, etc.) Top Average Next Best Bottom
14. In which field do you think Sudha Products needs improvement? Price Quality Quantity Availability
15. Will you advise others to have Sudha Product? Yes No
THANKS FOR YOUR VALUED OPINION Signature
62

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MAGADH DAIRY PROJECT

MAGADH DAIRY PROJECT (COMFED)

MASTER OF BUSINESS ADMINISTRATION

Under the guidance of

DEPARTMENT OF MANAGEMENT STUDIES SCHOOL OF MANAGEMENT PONDICHERRY UNIVERSITY

MAGADH DAIRY PROJECT

MAGADH DAIRY PROJECT

MAGADH DAIRY PROJECT

BIBLIOGRAPHY APPENDIX - QUESTIONNAIRE

MAGADH DAIRY PROJECT

MAGADH DAIRY PROJECT

SHUBHAM RANJAN (Signature of the Candidate)

MAGADH DAIRY PROJECT

MAGADH DAIRY PROJECT

MAGADH DAIRY PROJECT

MAGADH DAIRY PROJECT

INDUSTRY OVERVIEW EVOLUTION OF DAIRY INDUSTRY:

AN INSTRUMENT OF SOCIAL AND ECONOMIC CHANGE

MAGADH DAIRY PROJECT

MAGADH DAIRY PROJECT

DAIRYING PRIOR TO OPERATION FLOOD:

MAGADH DAIRY PROJECT

DAIRY POST OPERATION FLOOD:

MAGADH DAIRY PROJECT

NATIONAL DAIRY DEVELOPMENT BOARD:

MAGADH DAIRY PROJECT

AMUL AND THE EVOLUTION OF THE ANAND MODEL

MAGADH DAIRY PROJECT

MAGADH DAIRY PROJECT

SWOT ANALYSIS OFINDIAN DAIRY INDUSTRY

MAGADH DAIRY PROJECT

MAGADH DAIRY PROJECT

MAGADH DAIRY PROJECT

MAGADH DAIRY PROJECT

A BRIEF RESUME/STATUS REPORT OF MAGADH DAIRY PROJECT (COMFED)

MAGADH DAIRY PROJECT

PROFILE OF MAGADH DAIRY PROJECT

MAGADH DAIRY PROJECT

INTRODUCTIN OF MAGADH DAIRY PROJECT:

MAGADH DAIRY PROJECT

SOME OF THE INPUTS REQUIRED FOR MILK PRODUCTION ENHANCEMENT ARE:

MAGADH DAIRY PROJECT

QUALITY & PRODUCTIVITY ACTIVITIES:

MAGADH DAIRY PROJECT

MAGADH DAIRY PROJECT

MAGADH DAIRY PROJECT

RESEARCH OBJECTIVETo study:

SAMPLE SIZE- 150 respondents

MAGADH DAIRY PROJECT

MAGADH DAIRY PROJECT

Less than 2,00,000 2,00,001-4,00,000 4,00,001-6,00,000 More than 6,00,000 Total

Pie-Graph showing the annual household income of the respondent

Annual household income

MAGADH DAIRY PROJECT

Pie-Graph showing the occupation of the respondent

MAGADH DAIRY PROJECT

Pie-Graph showing the age group of the respondent

30-40 40 & above

MAGADH DAIRY PROJECT

Gender of the respondents is:

Gender Male Female Total

No. of respondent 94 56 150

Central tendency 226 134 360