STUDY OF CONSUMER

BEHAVIOUR ABOUT
VERKA MILK PRODUCTS.
COMPANY PROFILE
(VERKA MILK PRODUCT)
GENERAL FEATURES OF MILK PLANT AMRITSAR
NAME: Verka Milk Plant.
ADDRESS: Verka Milk Plant,Amritsar Punjab
RAW MATERIAL: Milk.
PRODUCTS: Pasteurized milk, Special kheer, Ghee,
Curd, Cheese, Milk Cake, Sweet flavored
milk

Ice-Cream,Verka Butter,Lassi
WORKING HOURS: 24 hours (3 shifts).

NUMBER OF WORKERS

Capacity 1 Lakh Ltrs per day(approx.)

 ABOUT THE MILK PLANT OF
VERKA
The Verka Milk Plant, Amritsar was the first Milk Plant established
in the Northern region. The foundation stone of the plant was laid
by the then Honl Chief Minister of Punjab, S. Partap Singh Kairon
on 20th August, 1959. The plant was inaugurated by Dr A.M
Thomas, then Deputy Minister of Food & Agriculture, Govt of India
on 23rd March, 1963. The equipment of the plant was gifted by
the United State of America, thus assisting and providing the
Indian People with a more nutritious diet containing natures most
perfect food.
 OBJECTIVES OF MILKFED

1. To provide remunerative prices to milk producers by value

addition and marketing of produce.

2. To provide technical inputs for enhancement of milk

production on the other hand.

3. To carry out activities for promoting production, procurement

processing and marketing of milk and milk products for
economic development of the farming community.

4. To purchase and/or erect buildings, plants, machinery and

other ancillary equipment to carry out business.

5. To study problems of mutual interest related to production,

procurement and marketing of dairy and allied products.
 RESEARCH METHODOLOGY

INSIGHT MARKETING RESEARCH PROCESS AN

OVERVIEW
The essence of research conducted by me is to
analyze the present market position of Verka
products among its competitors and the problems
which are being faced by customers, wholesalers,
retailers. The eventual objective is to suggest some
recommendations to the company so as to enable
them to increase their market share
 1. Are you Aware about VERKA products?

PARTICULAR NUMBER %AGE

YES 190 95%
NO 10 5%
TOTAL 200 100%

250

200

150
NUMBER
100 Column1
50

0
YES NO TOTAL

Interpretation:
The maximum no. of Retailers in Amritsar region are aware about verka
products due to its good quality . Only 5% out of 200 retailers are not aware
about verka product
2. Do you satisfied with packing of 500 ml of milk.
PARTICULAR NUMBER %AGE
YES 120 60%
NO 80 40%
TOTAL 200 100%

250
200
150
100 NUMBER
Column1
50
0
YES NO TOTAL Category 4

Interpretation:
According to 200 respondents out of 60 % says that satisfied with packing
quantity 500ML and else says 40% that they dont satisfy with that.
3. Are you satisfy with supply of Verka Products?
PARTICUAR NUMBER %AGE
YES 196 98%
NO 4 2%
TOTAL 200 100%

250
200
150
NUMBER
100 Series 3
50
0
YES NO TOTAL

Interpretation:
According to 200 respondents 92% says that they Satisfy with the
supply of product and else 2% says that they dont satisfy.
4. Are you satisfied with quality of Verka
Products?
PARTICULART NUMBER %AGE
YES 180 90%
NO 10 10%
TOTAL 200 100%

250

200

150 NUMBER
%AGE
100
Column1
50

0
YES NO TOTAL

According to 200 respondents out of 90%says that satisfied with Quality of

products and else says 10%that they dont satisfy with that.
5. Do you want additional flavor?

OARTICULAR NUMBER %AGE

YES 150 75%
NO 50 25%
TOTAL 200 100%

250
200
150 NUMBER
100 %AGE
Column1
50
0
YES NO TOTAL

According to 200 respondents 75% says that they Want additional

flavor in products and else 25% says that they only dont want .
6. Do you want fruit and nuts in Kheer?

PARTICULAR NUMBER %AGE

YES 180 90%

NO 20 10%
TOTAL 200 100%

200

150

100 NUMBER
Column1
50

0
YES NO TOTAL Category 4

According to 200 respondents out of 90% says that They want

nuts in the kheer and else says 10% that they dont want
nuts in that.
7. Which type of bad experience you face?
PARTICULAR NUMBER %AGE
Quality of bad 50 25%
exp.

With supply of 40 20%

verka
none 110 55%
total
250 200 100%
200
150 NUMBER
100 %AGE
Column1
50
0
Quality of bad exp none
The maximum no. of Retailers in Amritsar region are aware about
verka products due to its good quality . But 25% says that bad exp
of Quality and 20% says that with bad supply of product and else
55% says are satisfied about verka mikfed
8. DO you want any change in Verka products
PARTICULAR NUMBER %AGE
YES 160 80%
NO 40 20%
TOTAL 200 100%

250
200
150
NUMBER
100 Series 3
50
0
YES NO TOTAL

According to 200 respondents out of 80% says that they want change in
the verka products.and else says 20%that they dont want change in
products.
9. Do you satisfy with Verka?
PARTICULAR NUMBER %AGE
YES 190 95%
NO 10 5%
TOTAL 200 100%

250

200

150
NUMBER
%AGE
100

50

0
YES NO TOTAL

Interpretation:
According to 200 respondents out of 95% says that satisfied with verka .and else says 5% that they don t
satisfy with that.
SWOT ANALYSIS
STRENGTHS
1. Brand Loyalty among the rural people for Verka products.
2. Good brand image of Verka Products in the minds of rural
Retailers.
WEAKNESSES
1. Lack of proper advertisements by the plant, such as posters,
glow signs, etc.
2. Lack of proper distribution system in rural areas .
OPPORTUNITIES
1. Greatly improved expert potential for milk products of western
as well as traditional types.
THREATS
1.Introduction of foreign products in Indian market.
2.Poor quality of milk.

Conclusion

Working at Verka Milk Plant, Amritsar gave me an opportunity to apply my skills

and knowledge, which I had gained previously.

It gave me an opportunity to see working an organization and to be a part of it.

Marketing Research Project on Retailers Marketing gave me an opportunity to
be exposed to the farmers who were the members of various Milk Producers
Co-operative Societies and to know about them.

It was an amazing experience with learning all the way, which helped me to
brush up my knowledge and skills.