A

PROJECT REPORT
ON
BUYING BEHAVIOUR OF
CUSTOMER
Submitted to the partial fulfillment of Master of Business
Administration
Punjab Technical University

Under the guidance of: Submitted by:

HOD. DALVIR KAUR SUKHJINDER KUMAR

MBA 3RDsem
1715317

DIPS INSTITUTE OF MANAGEMENT AND TECHNOLOGY

RAMNEEK AVENUE, JALANDHAR.

1
 DECLARATION

I hereby declare that the project report ‘‘Buying behavior of customer’’ submitted
in partial full-fillment of the award for the degree of master of business
Administration [MBA] to DIPS-IMT,Ramneek Avenue, Jalandhar [PTU], is one
of my original work and not submitted to any other degree/diploma, followship or
other similar title.

Sukhjinder kumar
MBA 3RDSEM
Roll no. 1715317
DIPS-IMT
Jalandhar.

2
 ACKNOWLEDGEMENT

It is my great pleasure to present this report before you. I sincerely would like to
show my gratitude towards all those persons who have throughout my project
work.
I am very thankful to assi prof. dalvir kaur for giving me his valuable guidance
for preparing this report. He has been an exceptional mentor during these two
months.
I extend my gratitude to DIPS IMT for giving me this opportunity.
I also acknowledge with a deep sense of reverence, my gratitude towards my
parents and members of family, who has always supported me morally as well as
economically.
At last but not least gratitude goes to all of my friends who directly or indirectly
helped me to complete this project report.
Any omission in this brief acknowledgement does not mean lack of gratitude.
Thanking you

Sukhjinder kumar

3
 Index
Sr.No. Topic Pages
1 Introduction of company 05
2 Buying behavior of customer 22
3 Literature review 31
4 Research methodology 35
5 Data analysis 39
6 Findings AND SUGGESTION 42
7 Conclusions 54
8 SWOT ANALYSES 55
9 Questionnaire 60

4
 CHAPTER – 1

INTRODUCTION

OF

COMPANY

5
 DAIRY INDUSTRY IN INDIA

In India, dairying has been practised as a rural cottage industry since the remote past. Semi-

commercial dairying started with the establishment of military dairy farms and co-operative milk

unions throughout the country towards the end of the nineteenth century.

The dairy sector in the India has shown remarkable development in the past decade and India has

now become one of the largest producers of milk and value-added milk products in the world.

More than 2,445 million people economically active in agriculture in the world, probably 2/3 or

even more ¾ of them are wholly or partly dependent on livestock farming. India is endowed with

rich flora & Fauna & continues to be vital avenue for employment and income generation,

especially in rural areas. India, which has 66% of economically active population, engaged in

agriculture, derives 31% of Gross Domestic Product GDP from agriculture.

The Development of Dairy Industry in India has been acknowledged the world over as

one of the most successful development programmes in the world. Today, milk is India's largest

'Crop' in terms of its output value, even surpassing the major cereals like rice and wheat. India's

milk comes from more than 70 million small producers with an average herd size of just about

two animals. Today our dairy sectors employees 8% of the country's labour force and contributes

9% of our GDP. About 15 - 40% of the farmer's monthly income comes from milk. Thus, the

dairy industry has had both a social and an economic role to play in the development of rural

India.

Dairy in India is unique concerning availability of large proportion of buffalo milk for

processing. The dairy business in India is estimated at Rs.800 billion.

6
JALANHAR VERKA MILK PLANT HISTORY

The Doaba Cooperative Milk Producers Union Ltd., Jalandhar was set up in the year 1972 with
Regd.No.193 dated 4.11.1972 under Cooperative Sector with the financial assistance provided by
State Government and N.C.D.C. The .Doaba Milk Plant was established in the year 1976 with a
capital cost of Rs. 110 lakhs.

The primary objectives of the Union were to provide ready market to the Milk Producers for sale
of Milk in the villages through Cooperatives on the one hand and to provide wholesome hygienic
good quality processed milk and milk products to the urban consumers at remunerative price on
the other hand. The Milk Union has saved the milk producers from the unfair trade practices of
middlemen, Dodhies and Milk Contractors there by Improving their economic condition
tremendously.

The Milkshed area of Milk Union comprises districts of Jalandhar, Kapurthala and Nawanshar. It
consists of 7 Tehsils namely Jalandhar, Nakodar, Phillaur, Kapurthala, Sultanpur Lodhi,
Phagwara and Nawanshahar covering 1834 villages in 18 blocks. It Started with 100 Milk
Producers Cooperative Societies in the year 1972 which have grown upto 846 societies having
membership of 38943.

Our Union have got three chilling center namely Sultanpur Lodhi in Kapurthala,, Shahkot in
Jalandhar District and Khatkar Kalan in Nawanshahar district with capacity of milk handling
20000 LPD, 30000 LPD and 40000 LPD respectively. Moreover, Khat-Kar-Kalan is a very
famous village of Shaheed-E-Ajam S.Bhagat Singh and the name of the MCC.Khatkar Chilling
Centre has been named in the memory of S.Ajit Singh uncle of Shaheed-E-Ajam S. Bhagat
Singh.

Milk Plant of the Union was initially set up in the year 1976 with a handling capacity of 50,000
liters. Milk/ day. Subsequently, the Plant was expanded in the year 1985 to 1.00 lakh liters of
milk/ day and in year 1991 to 3.00 lakh liters of milk per day besides facilities to manufacture
milk products like Ghee, Butter, Skimmed Milk Powder, Whole Milk Powder, Dairy Whitener,
Verka Vigour, Paneer, Curd, etc. The Milk products manufactured at the Plant under the brand
name “Verka” have already established good name in the market throughout the country. Milk
Union Jalandhar is also meeting the requirement of Defence Forces.

The Milk Plant has a mission to provide above stated technical support activities to each farmer
at his doorstep and to bring them out from clutches of Dojhies and other middlemen. So many
private milk plants/ milk contractors are operating in our Milkshed area and are collecting milk.
The private contractors and private milk plants allure the farmers and bind them by giving
advances and pay fewer prices for their milk produce.

An ISO-9002 and IS-15000 (HACCP) certification has been accredited to Doaba Milk Union by
the Bureau of Indian Standards on dated 16.5.2000.This endeavour to improve the overall quality
of its product and services on line of Total Quality Management was further recognized by
Bureau of Indian Standards by conferring commendation certificate for the prestigious Rajiv
Gandhi National Quality Award ,2001.

7
The award was given by the Hon’ble Minister of State for Consumer Affairs & Public
Distribution Sh. Shard Yadav in a glittering ceremony on 17 th December,2002 at Vigyan
Bhawan New Delhi .By receiving this award ,the Milk Union has paralleled itself with the
Reliance Industries, Birla Cellulosic, JK tyre, Tata Consultancy Services, the other award
winners of the year 2001.

The award was given by the Hon’ble Minister of State for Consumer Affairs & Public
Distribution Sh. Shard Yadav in a glittering ceremony on 17 th December,2002 at Vigyan
Bhawan New Delhi .By receiving this award ,the Milk Union has paralleled itself with the
Reliance Industries, Birla Cellulosic, JK tyre, Tata Consultancy Services, the other award
winners of the year 2001.

Verka Dairy Jalandhar is a trusted vendor for supplying Verka Milk and Fresh Milk Products to
the following reputed Institutions in Jalandhar District and around.A few eminent institutions
being Central Jail (Jal),Pingla Ghar, Mayor World School, Capitol Hospital, CRPF Lidhra, CRPF
Sarai Khas, BSF Canteen, Javahar Navodaya Vidyala Jalandhar and Kapurthala, KMV College,
Red Cross, SP Office (Nawashaher), Sainik School (Kapurthala),Army camps in Jalandhar
Cantt,Sura Nussi, Adampur, Kapurthala, IVY School (Jal),Lovely Professional University, NIT
Jalandhar, GNA Institutes Jalandhar, Sant Baba Bhag Singh Institutes, PAP Phillour, GN
Enterprises, Ajit News Paper, SH Nursing and convent school, Civil Hospitals of Jalandhar,
Phillour & Nakodar, DC Office Jalandhar, Kapurthala & Nawashaher, KCG Institutes,
Gurudwara Shri Talhan sahib, Gurudwara Raja Sahib, and many renowned HoReCa clients like
Leo Inn, Kamal Palace, Prithvi Planet, Haveli, Hyatt Resort, JD Restaurant, I.T.B.P, Hotel
Ambassador and many more.

The General Manager,

The Doaba Coop. Milk Producers Union Ltd.
Verka Jalandhar Dairy G.T.Road, By-Pass, Jalandhar-8
Ph. No. 0181-2603151, 73555-97021
Email Id: gm.jal@verka.coop

8
 CHAPTER – 2

INTRODUCTION

OF

VERKA PRODUCTS

9
VERKA PRODUCTS

MILKFED is serving nation wide consumers through its net work of Regional Offices

and strong Distribution Channels. MILKFED markets a wide variety of products.

1) Liquid Milk

2) Milk Powder

3) Ghee

4) Butter

5) Cheese

6) Lassi

7) SFM

8) Ice Cream

9) Paneer

10) Curd/Dahi

11) Raseela

12) Verka Balanced Cattle Feed.

The annual turnover of MILK FED has crossed Rs. 700 crores.

Now Verka has arrived on the sheer strength of its quality, freshness and purity and of course its

home made taste and its products being of most affordable prices. To people today, Verka is part

of their daily life.

1. Liquid MilklPasteurized Pouch Packed Milk :-

It is pouch packed milk. It may be used as such or for milk based preparations. It shall be

kept under refrigerated conditions. It is packed in half ltr. Pouch. It's length of shelf life is 48

10
hours under refrigerated conditions. It is sold in arid around Patiala and neighbouring areas.

Special distribution control is needed, under refrigerated condition if transported to very long

distance. Verka Milk Plant is preparing three types of milk pouch :-

Standardized Milk 4.5 min. 8.5 min.

Toned Milk 3.0 min. 8.5 min.

Double Toned Milk 1.5 min. 9.0 min.

Standardized Milk Toned Milk Double Toned Milk

2. Milk Powder :-

Dried Milk or Milk Powder is product obtained by the removal of water from milk by

heat or other suitable means to produce a solid containing 5% or less moisture. Whole milk,

defatted or skim" milk may be used for drying. It comes in packing of 200 gms, 500 gms. etc. It

can be stored for 1 year before use.

3. Ghee :-

Ghee may be defined as clarified butter fat prepared chiefly from cow or buffalo milk.

The product can be used on roti/pranthas or can be used as cooking other material for food. It is

11
preserved at ambient temperature for one year. It is packed on 500 gms., 2 Kgs., 5 Kgs. & 15

Kgs. bulk pack in tin. It is sold anywhere in Punjab. No special distribution control is needed.

4. Butter :-

Butter may be defined as a fat concentrate which is obtaining by churning cream,

gathering the fat into a compact mass and then working it.

The product obtained from cow and buffalo milk or a combination thereof or from cream

or curd obtained from cow or buffalo milk or a combinatio.n thereof, with or without the addition

of common salt and colouring matter. It can be kept under refrigeration for three months. This

comes in packs of 10 gms., 100 gms. And 500 gms.

5. Cheese :-

Verka Cheese is mainly of four types:

- Cheddar Cheese.

- Processed Cheese.

- Pizza Cheese.

- Cheese Spread.

Cheedar Cheese :-

Cheedar Cheese is raw cheese. It is used as raw material of processed cheese and one of

the base material for other cheese namely Pizza Cheese and Cheese Spread. It shall be kept at

cold storing. The product is packed in poly pack. The product can be held for one year also if

kept below 5*C.

12
Processed Cheese :-

It is commonly called processed cheese. The product can be consumed as such or can be

used in bakery products. It shall be kept at cold storing. The product is packed in 400 gms

tin/200 gms tin and 1 Kg. container. The packed product can be hold for one year, if kept below

5* C. It is sold in India and can be exported also.

Pizza Cheese :-

It is commonly called Pizza Cheese. Product can be consumed as such or for making

Pizza. It shall be kept under refrigeration for six months. It is packed in 200 gms. poly packed

container. Poly bag labeled best before upto two· months under refrigeration from the date of

manufacture.

Cheese Spread :-

Product is consumed on spreading over bread, roti, paranthas. It shall be preserved under

refrigeration. The product is packed in 200 gms cup. Product can be held for six months from the

date of manufacturing if stored below 5* C.

13
6. Lassi :-

Lassi, also called chhas refers to desi butter milk which is by product obtained when

churning curd led whole milk with curd indigeneous devices for the production of desi butter.

Verka Lassi is very popular, specially in Punjab and it is also liked by the people of other

states. It comes in the 200 ml. tetrapack.

7. SFM:-

It is known as Sweetened flavoured milk or bottle milk. The product used in the form of

drinking sweet milk. It is preserved at ambient temperature. It is packed in 200 ml. bottle, 200

ml. tetrapak. The length of shelf life of product can be held far three months under ambient

temperature. It is sold in and around Punjab and upcountry market mainly Delhi.

14
8. Ice Cream :-

Ice Cream may be defined as a frozen dairy product made suitable blending and

processing of cream and other milk products, together with sugar and flavour, with or without

colour and with the incorporation of air during the freezing process.

There are mainly three types of Verka Kulfies i.e. Malai Kulfi, Choco bar and Mango bar.

Malai Kulfi made with milk, malai and crushed nuts. Choco bar contained chocolate and Mango

bar kulfi contain mango flavour.

9. Paneer :-

Paneer refers to the small sized soft cheese. The product can be consumed as such or can

be fried and consumed. It can also be used as an ingredient for making Indian Sweets and paneer

based dishes. It is preserved under refrigerated condition for 20 days from the date of packing.

The product is packed in poly film bags. The pack size is 200 gms. For consumer pack and 5 Kg.

Capacity in bulk pack as agreed by contracted buyer.

10. Curd/Dahi:-

15
 Dahi or curd is the product obtained from boiled milk by souring, natural or otherwise, by

a harmless lactic acid or other bacterial culture. It should have the same percentage of fat and

solids - not - fat as the milk for which it is prepared.

11. Raseela:-

Raseela is a very popular product of Verka which was launched in 1995. It comes in two

flavours - i) Mango Raseela and ii) Pine apple Raseela.

Mango Raseela is prepared from mango pulp and Pineapple Raseela from pineapple pulp.

These are coming in 200 ml. tetrapak.

12. Verka Balanced Cattle Feed :-

MILKFED, Punjab has- two cattle feed plants having capacity to produce 300 M.T. of

cattle feed & 5 M.T. of urea molasses lick brick per day. A high energy cattle feed and mineral

mixture is also being produced by MILKFED plants to meet the requirement of dairy farmers.

16
 CHAPTER – 3

BUYING BEHAVIOUR OF

CUSTOMERS

17
 CONSUMER BEHAVIOUR

Consumer behaviour also called as Consumer Psychology is a branch of applied

Psychology, marketing and Organizational Behaviour. It examines consumer decision

making process and ways in which they gather and analyze information from the

environment. See the consumer behaviour article for an overview. Consumer behaviour is

a multidisciplinary field which is integral to Psychology and aspects of household

economy studied in microeconomics.

The study of consumers helps firms and organizations improve their marketing strategies

by understanding issues such as how

 The psychology of how consumers think, feel, reason, and select between different

alternatives (e.g., brands, products);

 The psychology of how the consumer is influenced by his or her environment

(e.g., culture, family, signs, media);

 The behavior of consumers while shopping or making other marketing decisions;

 Limitations in consumer knowledge or information processing abilities influence

decisions and marketing outcome;

 How consumer motivation and decision strategies differ between products that

differ in their level of importance or interest that they entail for the consumer; and

 How marketers can adapt and improve their marketing campaigns and marketing

strategies to more effectively reach the consumer.

18
Understanding these issues helps us adapt our strategies by taking the consumer into

consideration. For example, by understanding that a number of different messages

compete for our potential customers’ attention, we learn that to be effective,

advertisements must usually be repeated extensively. We also learn that consumers will

sometimes be persuaded more by logical arguments, but at other times will be persuaded

more by emotional or symbolic appeals. By understanding the consumer, we will be able

to make a more informed decision as to which strategy to employ.

One "official" definition of consumer behavior is "The study of individuals, groups, or

organizations and the processes they use to select, secure, use, and dispose of products,

services, experiences, or ideas to satisfy needs and the impacts that these processes have

on the consumer and society." Although it is not necessary to memorize this definition, it

brings up some useful points:

 Behavior occurs either for the individual, or in the context of a group (e.g., friends

influence what kinds of clothes a person wears) or an organization (people on the

job make decisions as to which products the firm should use).

 Consumer behavior involves the use and disposal of products as well as the study

of how they are purchased. Product use is often of great interest to the marketer,

because this may influence how a product is best positioned or how we can

encourage increased consumption. Since many environmental problems result

19
 from product disposal (e.g., motor oil being sent into sewage systems to save the

recycling fee, or garbage piling up at landfills) this is also an area of interest.

 Consumer behavior involves services and ideas as well as tangible products.

 The impact of consumer behavior on society is also of relevance. For example,

aggressive marketing of high fat foods, or aggressive marketing of easy credit,

may have serious repercussions for the national health and economy.

There are four main applications of consumer behavior:

 The most obvious is for marketing strategy—i.e., for making better marketing

campaigns. For example, by understanding that consumers are more receptive to

food advertising when they are hungry, we learn to schedule snack advertisements

late in the afternoon. By understanding that new products are usually initially

adopted by a few consumers and only spread later, and then only gradually, to the

rest of the population, we learn that (1) companies that introduce new products

must be well financed so that they can stay afloat until their products become a

commercial success and (2) it is important to please initial customers, since they

will in turn influence many subsequent customers’ brand choices.

 A second application is public policy. In the 1980s, Acutance, a near miracle cure

for acne, was introduced. Unfortunately, Acutance resulted in severe birth defects

if taken by pregnant women. Although physicians were instructed to warn their

20
 female patients of this, a number still became pregnant while taking the drug. To

get consumers’ attention, the Federal Drug Administration (FDA) took the step of

requiring that very graphic pictures of deformed babies be shown on the medicine

containers.

 Social marketing involves getting ideas across to consumers rather than selling

something. Marty Fishbone, a marketing professor, went on sabbatical to work for

the Centers for Disease Control trying to reduce the incidence of transmission of

diseases through illegal drug use. The best solution, obviously, would be if we

could get illegal drug users to stop. This, however, was deemed to be infeasible. It

was also determined that the practice of sharing needles was too ingrained in the

drug culture to be stopped. As a result, using knowledge of consumer attitudes, Dr.

Fishbone created a campaign that encouraged the cleaning of needles in bleach

before sharing them, a goal that was believed to be more realistic.

 As a final benefit, studying consumer behavior should make us better consumers.

Common sense suggests, for example, that if you buy a 64 liquid ounce bottle of

laundry detergent, you should pay less per ounce than if you bought two 32 ounce

bottles. In practice, however, you often pay a size premium by buying the larger

quantity. In other words, in this case, knowing this fact will sensitize you to the

need to check the unit cost labels to determine if you are really getting a bargain.

There are several units in the market that can be analyzed. Our main thrust in this course

is the consumer. However, we will also need to analyze our own firm’s strengths and

21
weaknesses and those of competing firms. Suppose, for example, that we make a product

aimed at older consumers, a growing segment. A competing firm that targets babies, a

shrinking market, is likely to consider repositioning toward our market. To assess a

competing firm’s potential threat, we need to examine its assets (e.g., technology, patents,

market knowledge, awareness of its brands) against pressures it faces from the market.

Finally, we need to assess conditions (the marketing environment). For example, although

we may have developed a product that offers great appeal for consumers, a recession may

cut demand dramatically.

A MODEL OF CONSUMER BEHAVIOUR:

A consumer decisions to purchase a particular product of service is the result
of complex interplay of a number of variables. The starting point of the decision
process is provided by the companies marketing stimuli in the shape of product,
promotion, price and distribution strategy. Consumer often purchase new products
that are associated with a favorable viewed brand name.
The term consumer behavior refers to the behavior that consumer display in
searching for purchasing, using, evaluating and disposing of products and services
that they expect will satisfy these needs. The study of consumer behavior in the
study of how individuals make decisions to spend their available resources (time,
money, effort) on consumption related items. It includes the study of “what they
buy”, “why they buy”, “when they buy”, “where they buy”, “how often they buy”
and “how they use”.

22
 MODEL OF CONSUMER Consumer
Marketing Other stimuli
BEHAVIOUR Decisions
stimuli
Product
Choice
Product Economic
Brand
Price Technological
Choice
Place Political
Dealer
Promotion cultural
Consumer Consumer choice

Characteristics Decision Purchasing

Process Timing
Cultural Problem Purchasing
recognition Amount
Social Information
DETAILED MODEL OF
Personal Search
FACTORS INFLUENCING CONSUMER
BEHAVIOR Psychological Evaluation
Cultural Decision
Factors
post
Social
Culture Factors Purchase
Reference Personal Behavior.
groups Factors

23
Sub Age and Life Psychological
Culture Family Cycle Factors
Occupation Motivation
Social Economic Perception
Class Roles & Circumstances Learning Buyers
Status Lifestyle Beliefs and
Personality Attitudes
and Self
Concept

CULTURAL FACTORS:
Culture: Culture is the most fundamental determinant of a persons wants and
behavior like set of values, perceptions, preferences and behaviors through his or
her family member.

Subculture: social classes are relatively homogeneous and enduring divisions in a

society which are hierarchically ordered and whose members shares similar Values,
interest and behavior and social classes includes upper class, middle class and
lower class.
SOCIAL FACTORS:
References Groups: A persons reference groups consist of all the groups that have
a direct (face to face) are indirect influence on the persons altitude or behavior.
This group to which the person, belongs and interacts.
Personal Factors: A consumer decision also influenced by personal characteristics
notably the buyers age & life cycle stage, occupation, economic circumstances,
life style and personality and self concept.
PSYCHOLOGICAL FACTORS:
Motivation: A person has many needs at any given time. Some needs are biogenic.
They arise from psychological states of tension such as hunger, tryst and
discomfort.

24
Perception: Perception is defined ass “the process by which an individual selects,
organizes, intercepts, information, inputs to create a meaningful picture of the
world.

CHAPTER-4
REVIEW
OF
LITERATURE

25
REVIEW OF LITERATURE

According to Hoyer, Macinnis ( 2008),“Consumer behaviour

reflects the totality of consumers’ decisions with respect to the
acquisition, consumption, and disposition of goods, services, activities,
experiences, people, and ideas by (human) decision-making units (over
time).”

According to Kotler and Armstrong (2004), “Consumer buyer

behaviour refers to the buying behaviour of final consumers- individuals
and households who buy goods and services for personal consumption.
All of these final consumers combine to make up the consumer market.”
According to Solomon (1996), “Consumer behaviour is the
process involved when individuals or groups select, purchase, use, or
dispose of products, services, ideas or experiences to satisfy needs and
wants.”
Peter F.Drucker (1988) was apt in saying, “it is the consumer
who determines what business is…. What the consumer thinks he is
buying, what he considers ‘value’ is decisive – it determines what a
business is, what it produces and whether it will prosper”. The
importance of consumption was recognized even in early periods when
Adam Smith (1776) stated that “consumption is the sole end-purpose of
all production”.
William L. Willkie (1986)defined consumer behaviour as‘‘the
activities that are selecting, purchasing and using products and services
in order to satisfy the needs and desires in which people engage’’. Such
activities comprises of mental and emotional process, in addition to
physical actions.
According to Belch and Belch (1985), “Consumer behaviour is
the process and activities people engage in when searching for,
selecting, purchasing, using, evaluating, and disposing of products and

26
service so as to satisfy their needs and desires”.
Schiffman and Kanuk (1978) stated consumer behaviour is ‘‘the
behaviour which consumers show forth in searching for, purchasing,
using and evaluating products, services and ideas which they expect

CHAPTER – 5

OBJECTIVES OF

THE STUDY

27
OBJECTIVES OF STUDY

 To study the buying behavior of customers.

 To study the consumer satisfaction towards Verka Milk products.

 To get information about the awareness of Verka Milk products among consumers.

28
 CHAPTER –6

RESEARCH

METHODOLOGY

29
RESEARCH METHODOLOGY

For achieving the objectives of study, survey was conducted. For survey,

personal interviews of the consumers were undertaken. Personal interviews was

selected as the mode of survey to make the study more meaningful & so that

maximum information could be collected. For conducting the personal interviews

of the consumers, a questionnaire was made. The questionnaire was structured with

open ended & close ended questions.

USEFULNESS OF STUDY

The study can be useful to the company as they might come to know about

the importance of brand image and marketing strategies in the Verka Milk Plant.

The study can be of great importance to the company.

Sample Size:

I have covered 100 consumers, jalandhar.

Types of Data:

I have used printing as well as secondary data. Some data is been

taken from internet, some from MILKFED literature and some is gathered

through questionnaire.

30
 CHAPTER-7

LIMITATION OF STUDY

31
 LIMITATIONS OF STUDY

1. The information provided by the workers is not definitely true.

2. The samples of consumers are not representative of the total workforce.

3. The consumers hesitate disclosing the true facts in order to secure their

job.

4. There is no measure to check out whether the information provided by

the consumers is correct or not.

5. The behaviour of the consumers is not co-operative while giving

information, so it is very time consuming.

32
CHAPTER – 8

DATA

ANALYSIS

33
ANALYSIS & INTERPRETATION

1. Kind/source of milk purchased?

Packed 34

Dairy 25

Milkman 41

Interpretation: According to 100 respondents 34% people says that they use to use packed milk,

25% says they use dairy milk and rest 41% says they use milk brought by milkman.

34
2. Which of the following would prefer?

Quality 67
Quantity 39
Taste 53
Price 73
Availability 79
All 46

Interpretation: According to 100 respondents 19% says they prefer quality, 11% says they

prefer Quantity, 15% says they prefer Taste, 20% says they prefer Price, 22% says they prefer

Availability and rest 13% says they prefer All.

35
3. Are you aware about the “operation Flood”?

Yes 79

No 21

Interpretation: According to 100 respondents 79% says Yes they are aware of operation flood

and rest 21% says No they are not aware of operation flood.

36
4. Are you aware of Verka milk brand?

Yes 83

No 17

Interpretation: According to 100 respondents 83% says Yes they aware of Verka milk Brand

and rest 17% says that they are Not aware of the Verka milk brand.

37
5. Are you aware that Verka produces different kind of milk for different segment of

consumer?

Yes 47

No 53

Interpretation: According to 100 respondents 47% says Yes they aware of Verka produces

different kind of milk for different segment of consumer and rest 53% says that they are Not

aware of the Verka produces different kind of milk for different segment of consumer.

38
6. Are you aware that skimmed milk is good for patient and health conscious people

Contain 0.05% fats?

Yes 39

No 61

Interpretation: According to 100 respondents 39% says Yes they aware of the skimmed milk is

good for patient and health conscious people contain 0.05% fats and rest 61% says that they are

Not aware of the skimmed milk is good for patient and health conscious people contain 0.05%

fats.

39
7. Are you aware of the importance of the logo of “operation flood” on Verka milk

Packs?

Yes 33

No 67

Interpretation: According to 100 respondents 33% says Yes they aware of the importance of the

logo of “operation flood” on Verka milk packs and rest 67% says that they are aware of the

importance of the logo of “operation flood” on Verka milk packs

40
8. Are you aware that Verka milk is pasteurized?

Yes 79

No 21

Interpretation: According to 100 respondents 79% says Yes they aware that Verka milk is

pasteurized and rest 21% says that they are not aware that Verka milk is pasteurized.

41
9. Are you aware of the shelf life of Verka milk?

Yes 43

No 57

Interpretation: According to 100 respondents 43% says Yes they aware of the shelf life of Verka

milk and rest 57% says that they are not aware of the shelf life of Verka milk.

42
10. Are you aware of the storage conditions for the Verka milk?

Yes 41

No 59

Interpretation: According to 100 respondents 41% says Yes they are aware of the storage

conditions for the Verka milk and rest 57% says that they are not aware of the storage conditions

for the Verka milk.

43
11. Are you aware that Verka has consumer service also?

Yes 23

No 77

Interpretation: According to 100 respondents 23% says Yes they are aware that Verka has

consumer service also and rest 77% says that they are not aware that Verka has consumer service

also.

44
12. Why do you prefer Verka over other brand?

Price 41

Taste 57

Quantity 43

Availability 51

Interpretation: According to 100 respondents, 41 responded that price is the reason to prefer

against other brand, 57 prefer taste, 43 the quantity and 51 due to availability.

45
13. Are you aware that standard toned & double toned milk are the best to be used for

household purposed?

Yes 57

No 43

Interpretation: According to 100 respondents 57% says Yes they are aware that standard toned

& double toned milk are the best to be used for household purposed and rest 43% says that they

are not aware that standard toned & double toned milk are the best to be used for household

purposed.

46
14. Are you aware that full cream milk is the best for growing children & sports person as

it contain 6.0% of facts?

Yes 63

No 37

Interpretation: According to 100 respondents 63% says Yes they aware that full cream milk is

the best for growing children & sports person as it contain 6.0% of facts and rest 37% says that

they are not aware that full cream milk is the best for growing children & sports person as it

contain 6.0% of facts.

47
15. Do you switch over to other brand?

Yes 32

No 68

Interpretation: According to 100 respondents 68% says Yes they want to switch over to other

brand and rest 32% says that they do not want to switch over to other brand.

48
16. Why do you switch over?

Price 28

Taste 23

Quantity 19

Availability 17

49
17. Is Verka using any kind of media to media to media to promote its products & to

make the consumer aware about its products?

Yes 79

No 21

Interpretation: According to 100 respondents 79% says Yes Verka is using media to media to

promote its products & to make the consumer aware about its products and rest 21% says No

Verka is not using any kind of media to media to promote its products & to make the consumer

aware about its products

50
 CHAPTER – 9

SUGGESTIONS

AND

RECOMMENDATIONS

51
 SUGGESTIONS & RECOMMENDATIONS

Though the survey revealed that rural people like Verka's products to a great extent and

there is more demand of Verka brand but then also some people want a change in its price,

quality, quantity and some in availability. Therefore, to make its customers fully satisfied, some

measures should be taken which will also add to its sales and improve its position in the rural

market. So, there were some suggestions given by the people which are summed up as follows :-

a) Reduction in Price :-

Generally, people are not satisfied with the prices of 'Verka products'.they feel the

products are bit expensive.Thus, to satisfy its customers, price should be reduced to some extent.

b) Distribution System should be improved :-

People of rural area are not satisfied with the distribution system. So, distribution system

should be improved in rural areas.

c) Lack of Advertisement :-

Rural people have also complained about the advertisement of the brand Verka. It should

be made popular through more and more advertisements and schemes so as to attract people of

all age groups. More hoardings should be put in villages and with the help of word of mouth

more awareness about products should be given.

d) Availability :-

The products of Verka should be easily available in societies. There are some area where

Verka products are not available easily in societies. Therefore, Verka should expand its market in

52
rural area, so that products are available easily. More variety of products should be send to the

societies.

e) Improve quality of cattle field :-

Some people also suggested that quality of feed which is supplied to societies should be

improved so that good quality feed is given to stock .

Apart from all the above, some rural people had nothing to suggest and they said that it

needs no amendments.

53
CHAPTER – 10

CONCLUSION

54
CONCLUSION

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

it. Marketing Research Project on Rural 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.

55
CHAPTER –11

SWOT

ANALYSIS

56
 SWOT ANALYSIS

STRENGTHS :-

1. Brand Loyality among the rural people for Verka products.

2. Good brand image of Verka products in the minds of rural people.

3. Faith on Verka products by the rural farmers.

4. Rural people satisfaction with quality, price, quantity and availability is also

strengthen the dairy business.

WEAKNESSES :-

1. Lack of proper advertisements by the plant, such as posters, glow signs, etc.

2. Lack of proper distribution system in rural areas.

3. Lack of proper marketing network in rural areas as like in urban areas.

4. Very high rates of products such as bottle milk for Rs.1 a/for 200 ml.

OPPORTUNITIES :-

1. Greatly improved expert potential for milk products of western as well as traditional

types.

2. Proper utilisation of available resources to decrease the per unit cost.

3. By product utilisation for import substitution.

4. Growing demand for milk and milk products.

57
THREATS:-

1. Introduction of foreign products in Indian market.

2. Poor quality of milk.

3. The liberalisation of Dairy Industry is likely to be exploited by multi -nationals. They

will be interested in manufacturing milk products which yield high profits. It will create

milk shortage in the country adversely affecting the consumers.

4. Export of quality feed under the liberalisation policy.

58
 BIBLIOGRAPHY

BOOKS

KOTHARI CR’S,

“RESEARCH METHODOLOGY” – Second Revised Edition

Publishers-New Age International (P) Ltd

NEWSPAPERS

1. CHANDIGARH TRIBUNE

2. AJIT

3. THE INDIAN EXPRESS

4. DAINIK JAGRAN

5. AMAR UJALA

WEBSITES

1. www.milkfed.nic.in

2. www.milffed.org

3. www.indiaagronet.com/indiaagronet/Dairy.htm

4. www.punjabgovt.govt.in/government/milkfed.htm

5. www.hindu.com/thehindu/2001/10/11/stories/0611000c.htm

59
ANNEXURE

CUSTOMER SATISFACTION & BRAND IMAGE OF PRODUCTS OF VERKA

1. Name:

Add:

Telephone No:

2. Kind/source of milk purchased?

Packed

Dairy

Milkman

3. Which of the following would prefer?

Quality

Quantity

Taste

Price

Availability

All

4. Which packed milk do you use?

________________________________.

60
5. Which is the top of the mind milk brand for you ?

________________________________.

6. Are you aware about the “operation Flood”?

Yes

No

7. Are you aware of Verka milk brand?

Yes

No

8. Are you aware that Verka produces different kind of milk for different segment of

consumer?

Yes

No

9. Are you aware that skimmed milk is good for patient and health conscious people

Contain 0.05% fats?

Yes

No

10. Are you aware of the importance of the logo of “operation flood” on Verka milk

Packs?

Yes

No

61
11. Are you aware that Verka milk is pasteurized?

Yes

No

12. Are you aware of the shelf life of Verka milk?

Yes

No

13. Are you aware of the storage conditions for the Verka milk?

Yes

No

14. Are you aware that Verka has consumer service also?

Yes

No

15. Why do you prefer Verka over other brand?

Price

Taste

Quality

Availability

16. Are you aware that standard toned & double toned milk are the best to be used for

household purposed?

Yes

62
 No

17. Are you aware that full cream milk is the best for growing children & sports person as

it contain 6.0% of facts?

Yes

No

18. Do you switch over to other brand?

Yes

No

19. Why do you switch over?

Price

Taste

Quantity

Availability

20. Is Verka using any kind of media to media to media to promote its products & to

make the consumer aware about its products?

Yes

No

63