SUMMER TRAINING REPORT

ON

“STUDY OF CONSUMER PERCEPTION /BEHAVIOUR

ABOUT VERKA PRODUCTS”

SUBMITTED TO PUNJAB UNIVERSITY ,CHANDIGARH IN PARTIAL

FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF THE

“ MASTER OF COMMERCE (BUSSINESS INNOVATIONS)’’

(2019-20)

(UNDER THE INNOVATIVE PROGRAMME SCHEDULE OF UNIVERSITY GRANTS COMMISSION)

S.C.D. GOVT.COLLEGE , LUDHIANA

SUBMITTED TO : SUBMITTED BY :

DR. ASWANI BHALLA SIMRANJEET KAUR BHANDARI

M.COM –B.I.

UNIVERSITY ROLL NO. 31400

 ACKNOWLEDGEMENT

I would like to thank General Manager Verka Milk Plant, Ludhiana , for
providing me this wonderful opportunity to work with Ludhiana Distt . Milk
Producers Union Cooperative Ltd.

I am extremely thankful to In-charge Marketing and entire marketing

division for their invaluable support and inputs in this project.

I extend my sincere gratitude to various respondents and citizens of

Ludhiana who spared their valuable time and contributed to consumer
survey.

Simranjeet kaur Bhandari

 DECLARATION

I hear by declare that the project entitled “study of consumer

Perception at “Verka Milk Plant Ltd ”. Submitted for the practical
fulfillment of degree of Masters of Business Innovation in S.C,D. Govt
college , Ludhiana affiliated to Punjab university Chandigarh is original
work and not submitted for any award of any other degree, fellowship or
other similar titled or prize.

Simranjeet kaur Bhandari

 PREFACE
For management careers, it is very important to develop managerial
skills .In order to achieve positive and concrete results, along with
theoretical concepts, the exposure of real life situation existing in a
corporate world is very much needed.

Therefore, it becomes necessary to undergo any project work. Practical

supplement the theoretical studies i.e; it covers what is left uncovered in
classroom . It exposes a student to invaluable treasure of experience.

I underwent summer training in VERKA MILK PLANT, located in

LUDHIANA. It was my fortune to get training in a very healthy
company. I got great opportunity to view the overall working of
the organization. In the forthcoming pages, I have attempted to present a
report covering different aspects of my training.
 EXECUTIVE SUMMARY

Customers today are more informed and more demanding than

ever. They know quality service when they get it and they aren’t afraid
of taking their business else where if they don’t get it. Most
manufacturers have taken this fact to heart because a refusal to
acknowledge this reality can spell - failure – rejection by the one
who holds the purse strings and the key to profits.

Satisfaction of customer needs, in fact, provides a

rationale for the firm ‘s existence. Therefore consumer behavior lies at
the heart of modern marketing and its knowledge is vital for a firm’s
existence, growth and success. An understanding of the motives
underlying the consumer behavior helps a firm to seek better and
more effective ways to satisfy consumers .

Consumer behavior, however, is a complex system

where there is an interaction of various social , economic and
psychological factors. All these factors affect the purchase decision
of the buyer and his perception about different products. Buying
decision process incorporates all the activities that individuals go
through in their role as consumers. It starts right from the time
when there is a state of deprivation (need arousal) and goes
through a point when a means of need satisfaction has been
obtained. It ends at a juncture when the product has been used for
a sufficiently long period of time to judge the level of satisfaction
(post -purchase evaluation).
 TABLE OF CONTENTS

Chapter Name Topic Name Page No.

1. Introduction 7-20

2. Marketing 21-34

3. Research Methodology 35-42

4. Data Analysis and Interpretation 43-53

5. SWOT Analysis 54-57

6. Suggestions and Recommendations 58-61

7. Conclusion 62-63

8. Bibliography 64-65

9. Annexure 66-68
 CHAPTER NO. 1

INTRODUCTION
THE LUDHIANA DISTRICT COOPERATIVE MILK
PRODUCER UNION LTD.

VERKA LUDHIANA DAIRY,PUNJAB

Milk Union, Ludhiana was registered in 1972 with 45 Societies and

Societies were pouring milk to PDDC. With the start of operation
flood-II by NDDB, dairy cooperatives at village level were strengthened
on Anand Pattern Milk Union, Ludhiana start taking milk in August,
1980 and technical inputs programme like artificial insemination, free-
animal health programme vaccination , provision of Verka cattle feed &
fodder seed etc. were also started at village level to increase the milk
production.

Under operation flood-I, the Milk Plant Ludhiana was also

setup by the Govt. of India through Indian Dairy Corporation/NDDB. Milk
Plant Ludhiana’s Foundation stone was laid by Hon. S. Parkash Singh Badal
the then Chief Minister of Punjab in 1970 and was commissioned by Punjab
Dairy Development Corporation in 1974 and its inauguration was done by
Late Smt. Indira Gandhi, the then Prime Minister of India. The capacity of
the plant was 1.00 lakh liter per day. The ownership of the plant was with
Punjab Dairy development Corporation up to March, 1983 and the Milk Plant
was transfer to Milk fed, Punjab in April, 1983 and further transfer to Milk
Union, Ludhiana in April, 1988.

The milk production increases and need to increase the

handling capacity of the milk plants. The capacity of the plant was enhanced
from 1 lac LPD to 4 lac LPD under operation flood-III in the year 1992 at the
cost of Rs. 18 crore and powder plant capacity of 30 MT was also
established. Thus the total capacity increased from 6.5 MT to 36.5 MT
powder per day. The latest State of Art Technology with MVR (Mechanical
Vapour Re processer) was made available in this plant which has improved
the quality of powder being produced by this plant. Milk Plant Ludhiana
facilitates the manufacturing of Ghee, Table Butter, SMP, WMP, Paneer,
Milk Cake, Dahi, Plain Lassi and Kheer etc. The plant is an ISO 9001:2008
and HACCP (IS 15000) certified unit granted by Bureau of Indian Standards
(Govt. of India). Milk Plant Ludhiana has also been approved by the export
agency of India for the purpose of export of milk products.
1.1 MILKFED-PUNJAB

(Introduction)

The Punjab State Cooperative Milk Producers ‟ Federation Limited

popularly known as MILKFED Punjab, came into existence in
1973 with a twin objective of providing remunerative milk market
to the Milk Producers in the State by value addition and marketing
of produce on one hand and to provide technical inputs to the milk
producers for enhancement of milk production on the other hand.

Although the federation was registered much earlier,

but it came to real self in the year 1983 when all the milk plants
of the Punjab Dairy Development Corporation Limited were handed
over to Cooperative sector and the entire State was covered under
Operation Flood to give the farmers a better deal and our valued
customers better products. Today, when we look back, we think we have
fulfilled the promise to some extent. The setup of the organization is a
three tier system, Milk Producers Cooperative Societies at the village
level, Milk Unions at District level and Federation as an Apex Body at
State level. MILKFED Punjab has continuously advanced towards
its coveted objectives well defined in its byelaws.

First verka Milk Plant of the State was setup near the
Amritsar .The brand name of Milk and Milk Products was adopted as
verka. Commissioning of the Plant was done by Dairy Development
Corporation in 1974.
 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.

6. To establish research and quality control laboratories.

7. To make necessary arrangements for transfer of milk allied

milk products and commodities.

8. To market its products under its own trade name/brand name with
its Member Union’s trade mark/brand.

9. To promote the organization of primary societies and assist

members in organization of the Primary Societies.
1.2
(VERKA MILK PLANT LUDHIANA )

NAME: The Ludhiana District

Cooperative Milk Producers
Union Ltd.

ADDRESS: Ferozepur Road, Ludhiana

Punjab .

HEAD OFFICE: Punjab State Co-operative

milk producer’s Federation

DATE OF 31 Oct. 1979

INAGURATION :

COMMENCEMET OF feb. 1979

PRODUCT :

No. Of MILK AGENCIES : 332

CONSTITUTION : Co-operative

No. OF SOCITIES : 160

MILK CHILLING 4
CENTERS :

RAW MATERIAL: Milk.

PRODUCTS: Pasteurized milk, Special Kheer

, Ghee Curd, Cheese, Milk
Cake, Sweet flavored milk.

WORKING HOURS: 24 hours (2 shifts).

TOTAL WORKERS: 158.

Account Manager : Rajiv Goyal

General Manager : Madan singh

Capacity: 8 Lakh Ltrs per day

Product List
Ludhiana
 Product Packing Variant Capacity
 Full Cream
 Pouch  500 ml, 1 ltr
Milk
 Standard  500 ml, 1 ltr,
 Pouch
Milk 6 ltr
Milk
 250 ml , 500
 Pouch  Toned Milk
ml
 Double
 Pouch  500 ml
toned milk
 100 gm, 200
 Cup  CUP
gm, 400 gm
 Cup  Jeera Raita  400 gm
Dahi  Cup  Shahi dahi  400 gm
 Pouch  Pouch  500 ml

 Matka  Matka  5 kg, 15 kg

 Pouch  Pouch lassi  500 ml, 1 ltr

 Low fat
 Pouch  500 ml, 1 ltr
lassi
Lassi
 Pouch  Sweet lassi  200 ml

 Pouch  Spiced lassi  250 ml

 200 gm, 1
Paneer  Packed  Paneer kg, 2 kg, 5
kg

Kheer  Cup  Kheer  200 gm

 ½ ltr, 1 ltr, 2
 Tin  Ghee
ltr, 15 kg tin

Ghee
 Ceka  Ghee  1 Lt
  Table  10 gm, 100
Butter  PKT
butter gm 500 gm

 500 gm,1
 Pkt  SMP
Kg,
Powder  Bag  SMP  25 Kg
 PKT  WMP  500 gm
 TIN  WMP  10 KG

Growth Ludhiana

TURNOVER

“ The turnover of Milkfed which was Rs.664 Crores in the

year 2016-17 has hit the level of Rs.652 Crores in
theyear2017-18.”
 ACHIEVEMENT OF MILKFEED

On the basis of quality with efficient administration, MILKFED has not

only established new mile stone of providing services to Dairy farmers
but scaled new heights in delighting esteemed customers also.

1. MILKFED is providing technical input services like animal

healthcare, supply of quality cattle feed, fodder seeds etc. at the door
steps of the dairy farmers under its Productivity Enhancement
Programme.

2. For producing quality technical services MILKFED has established

its own two cattle feed plants having capacity of three hundred metric
ton per day.

3. In view of today's interest of consumers in getting quality and safe

products , MILKFED is manufacturing quality milk and milk products
as per International Standards and also exploring the possibility
of manufacturing milk products of consumer's choice.

4. MILKFED has launched its own interactive Website on Internet for

its prospective customers which can be accessed by clicking
http//www.milkfed.nic.in

5. MILKFED introduced liquid milk in new design packing with

Mnemonic Symbol of Co-operative Milk in all the District Milk
Unions.
SELECTION OF ROUTES:
Routes are selected for the delivery of kheer through these societies.
Shortest milk routes are preferable so that kheer reach to target market in
same condition, otherwise kheer can become sour . The societies which
are far away from milk plant, the four milk chilling centers
are established for them. Societies send milk directly to milk plant
or through chilling centers. These chilling centers chill milk at 4 degree
Celsius which keeps the milk in good condition for 24 hours. After
chilling the milk these centers send milk to the milk plant.

REGISTERATION OF THE SOCIETY

AND THE MEMBERS:

When a society is fully formed for the collection of milk it is registered

under there registration act of societies. Its members are also registered
and given members pass books and share certificates. A copy of rules
and regulations are also given to them. Then the actual milk collection
starts.
MAIN PRODUCT MANUFACTURED
BY MILK PLANT

1. PASTURISED MILK.
2. MILK POWDER
3. KHEER.
4. SWEETENED FLAVOURED MILK (PIO)
5. MILK CAKE
6. CHEESE
7. CURD
 MILKFED NETWORKS

MILKFED with its network of over 5000 villages milk producer’s

co-operative societies and over 3 lacs million producers from a strong
network providing assured to milk producers. MILKFED and its
units have a workforce about 5000 employees also provide regular
employment to 600 transporters. Working on “ANAND PATTERN” ,
the process of organizing societies at village level, started in Punjab
as early as 1 978. Presently, there is strong network of about 8438 (as
on 31.03.2012). Milk producers co-operative societies organize at
village level. Fresh milk is produces from milk producers twice a
day through village level societies directly without the assistance of
any middleman. MILKFED has its own unions in almost all the
districts of Punjab.
These districts units are:-
Chapter -2

MARKETING
 MARKETING DEPARTMENT

According to Prof. Phillip Kotler” Marketing is the human activity

directed as satisfying need and wants through the exchange process”.

Marketing is the process through which producers and consumers

of various goods are brought together in an exchange relationship and
the transfer of ownership takes place. Marketing process starts even
before the goods go into production. It does not end with sale but
continues till the satisfaction of consumer is obtained.

To carry out selling functions, it is important to have a qualified and

expressed sales force with leader who can plan, organize, direct and
control the selling job objectivity. The salesman is an extremely
important link in the claim of distribution. It is sometimes said that
salesmanship is the other name of persuasion.

MARKETING STRATEGIES

Section of Milk Booths /Agencies Security Money Refundable Agency

Rs. 5000 Full time booths Rs. 10000 Part time booths Rs.3000
Institutions 45 days advance payment.
 MARKETING MEASURES FOR
DOMESTIC MARKET:

For domestic market following measures are taken up by marketing

personnel:

A. Dealers” meeting is called once in every six months.

B. The plant has own distribution network for the sale of product.

C. Milk products are marketed to bring up country markets

through out India on consignment basis.

RETURN OF MILK
If milk is found leaked. It is taken back from dealers only at the time of
delivery. One entire tray is provided for replacement of leakage of every
truck or other vehicle through which milk is supplied to the dealers.

Marketing is a comprehensive term and it includes all resources and a

set of activities necessary to direct and facilitate the flow of goods and
services from producers to consumers in the process of distribution.
Marketing is the process of planning and executing the conception,
pricing, promotion and distribution of ideas, goods and services to
exchange that satisfy individual and organizational objectives.
ROLE OF MARKETING IN VERKA MILK
PLANT

Head Office collects this information from all the plants and
scrutinizes the information that which plant has large stock of
products and who is lacking in it. Then it gives orders to plant
which has large stock to supply products to other plants so that
stock can be absorbed quickly. The prices of all the products are
determined by the H.O. and their retail price through out India is
same H.O. charges 3% commission on sales made by milk plant,
Ludhiana . For the local sale of milk and milk products, a milk bar
is opened outside the main gate of milk plant, ludhiana and its
average sales are Rs 5 lakh per day. Some milk products like liquid
milk, Cheese, Milk cake , S.F.M., Ice-cream etc. are sold through
local dealers in the region.

ADVERTISEMENT AND SALES

PROMOTION
The advertisement and sales promotion of every product is necessary.
Without this ,nobody comes to know about the product. Every
organization whether it is small ,medium or big has to do some type of
advertisement. Verka milk plant has also adopted some policies for the
sale of its products. It has its own Vans, Trucks, and Jeeps etc. for
selling its products. There are also some benefits which are being
provided to the dealers. There is a facility of free training of testing milk
to the societies so as to make more customers. With the adoption of such
policies sales have increased in Chandigarh and Kharrar as well as in
ludhiana. For doing advertisement the shops of retailers have
been painted showing various Verka products and various types of
banners are also given to them which are to be displayed.
 SALESMANSHIP GUIDE
Certain guidelines and motto are being told to the salesmen for
meeting the customers‟ desires and wants. Various guidelines are as
follows:

1. It is said "sell yourself before you sell the product".

The above saying is measuring to create one’s own confidence in
the minds of customers so as to ensure sales.

2. Your sincerity and capability in convincing is your performance for

success.

3. Over convincing never pays single facts convince better.

4. Always remember that customer is more intelligent than you.

5. Don” t indulge in giving guarantees if wear and tear.

6. You should be pre-determined in your mind of items, size to be sold

to the customers after stock.

7. Your expertise is your success.

8. Don” t display all of your varieties because customers generally have

the habit of asking “more”.
DISTRIBUTION CHANNEL

MILKFED

COMPANY

WHOLESALER

RETAILER

CUSTOMER
 PRODUCT’S OF VERKA

Milkfed has formulated company specifications for its milk

& milk products to provide standard and quality of
products to consumers.
 TYPES OF PACKING

Products Packing
GHEE TIN PACK 500 gms , 1 Kg., 2 Kg., 5 Kg & 15 Kg

TABLE BUTTER 10 gms.,100 gms, & 500 gms

CHEESE 200/400 gms. Cekatainer, 200 gms.

Singles, 400 gms Tin & 1 Kg. Brick
PIZZA CHEESE 200 gms & 1 Kg pack

SKIMMED MILK POWDER 200 gms & 500 gms , Bottle , 500 gms.
Cekatainer 1 Kg. Pkt. & 25 Kg. Bag
WHOLE MILK POWDER 500 gms , Tin, 1 Kg. Tin, 10 Kg
SWEETENED FLAVOURED MILK 200 ml. Bottle, 200 ml

PINEAPPLE RASEEELA 200 ml Tetrapak

SWEET LASSI 200 ml Tetrapak

MANGO RASEEELA 200 ml. Tetrapak

MILK CAKE 200 gms Pkt.
 Various Products of Verka :

1. Liquid Milk Pasteurized 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. Its length of shelf life is 48 hours under refrigerated
conditions. It is sold in area around Ludhiana, Nabha and Rajpura .
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 Double Toned Milk 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 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 any where in
Punjab and abroad also. 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
combination 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. Lassi:-
Lassi, also called chhas refers to desi butter milk which is by
product obtained when churning curd led whole milk with curd
indigenous 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. tetra pack.

6. 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 in200 ml. bottle, 200 ml. tetra packs. The
length of shelf life of product can be held far three months under
ambient temperature. It is sold in and around Punjab and up country
market mainly Delhi.

7. 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 flavor
8.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 5 Kg. Capacity, and in bulk pack as agreed by
contracted buyer.

9. Curd/ Dahi:-

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.
10.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. tetra pack..

11. KHEER

Kheer is something different which is made by boiling rice

in milk and then serve it after freezing it at very low
temperature.
 CHAPTER NO. 3

RESEARCH
METHODOLOGY
 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 .One in
analyzing my samples follows no conventional method. The total an
analysis based on the internees from the question put on before my
sample size.
A research of this can’t be done all once throughout large area in a
limited time so LUDHIANA has been selected for research.

INTRODUCTION

According to Prof. Phillip Kotler,” Marketing research is the

systematic, design, collection, analysis and reporting of the data and
finding relevant to specific marketing situation facing the company”.

Marketing is restless, changing dynamic field. Since 1920 many

important and dramatic changes have taken place in marketing,
thousands of new products including those of entries of new industries
such as automobiles, electronics and computer, textile, walk product etc.
have appeared in the market. The market orientations have changed from
production to market.
STEPS OF MARKETING RESEARCH
PROCESS:-
 DEFINING PROBLEM AND RESEARCH OBJECTIVES

 DEVELOPING THE RESEARCH PLAN

 COLLECTION OF DATA

 PRESENTATION OF THE FINDINGS

 Need of present study

 To ascertain the frequency of using Verka product.

 To ascertain rescannable price of Verka products.

 To ascertain the best product of Verka brand.

 why people prefer Verka kheer.

 To know about sales pattern.

 To know the competition level faced by Verka products in the

market.

 To know the opinion of people about Verka products regarding

its taste, packing etc.
 CONSUMER PERCEPTION

Consumer Perception refers to the process by which a

consumer selects, organizes , and interprets information
/stimuli inputs to create a meaningful picture of the
brand of the verka company.

It is a three stages process that translates row stimuli into

meaningful in formation.

Exposure Interpretation

Attention
Exposure Exposure is amount of funds invested in particular
type of market sectors or industry.

Attention Which describe the generation of consumer

interest of inquiry into products or services of a business .

Interpretation
This is an objective driven and market focused
process that looks for result of stated objectives . it uses marketing and
advertising techniques and host of other materials integrates
communications strategies to form our.

DEVELOPING THE RESEARCH PLAN

The second step of marketing research process calls for developing

the most efficient plan for gathering the needed information. While
designing a research plan we have to take decisions regarding data
sources, search approached, search instruments, sampling etc.
There are two plan contact methods which are as follows:

1. DATA SOURCES
 Primary Data:-

Personal interviews are conducted which enable collection of oral

verbal response .This is fact to face contracted with structured or
sometimes even unstructured patterns. This helps in obtaining indent
information.

Secondary Data:-
Secondary data can be obtained from different Milkfed magazines and
annual reports, financial documents referred.

2. RESEARCH
RESEARCH APPROACH
APPROACH

Survey Method:- Survey are best suited for descriptive research

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

3. RESEARCH INSTRUMENT

Questionnaire A questionnaire is prepared and used to collect the

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

4. SAMPLING
SAMPLING PLAN
PLAN
After deciding on the research approach and instrument, we must design
a sampling plan. This plan calls for three decisions :
a. Sampling Unit:-
Here we define what is to be surveyed i.e. the target population that will
be sampled. In our case the general public in cities and towns come
under the sampling unit.

b. Sample Size:-
Large samples give more reliable results. In our study100 customers
were surveyed in Ludhiana

C. Sampling Procedure:-
Area sampling is using because it is not practically possible to visit all
places of India therefore LUDHIANA chosen for survey.

CONTACT METHOD
5. CONTACT METHOD:-

In this decision is taken that how the object should be contacted

i.e. whether by mail questionnaire, telephone, interviews. In our
research personal interview is the most convenient and reliable
method.

6. COLLECTION OF THE INFORMATION

The data collection phase of the marketing research is the most

expensive and most error prone process. There can be error as
some respondent can give biased or dishonest answer for the
collection of the information. The researchers personally go to
customers to collect the reliable data. Here I got the experience
of working professionally and independently on the road which
gives some taste of practical marketing. I also got a lot of
exposure about the market.
 Limitations of Research:-

1) Due to LUDHIANA being a large city, it was not possible to

interact with people from all over the city or even district.

2) Few consumers were reluctant to fill the questionnaire as they

perceived us as sale men and also shown reluctance in giving
their contact numbers.

3) Time period for the project execution was less as ample time
could not be given to each customer and vice versa as they have
to fulfill their other obligations also.

4) Interaction with dealers was also difficulty as they were busy

with their customers most of the time.

5) There is no measure to check out whether the information

provided by the consumers is correct or not.
 CHAPTER NO. 4

DATA ANALYSIS
AND
INTERPRETATION
1.Are you aware about VERKA products?

Answer Percentage
Yes 95
No 5

Sales
YES NO

5%

95%

Interpretation:

The maximum no. of people in LUDHIANA region are

aware about verka product’s due to its good quality . Only
5% out of 200 people are not aware about verka
product’s..
2. Do you like Verka Kheer?

Answer Percentage
Yes 70
No 30

PERCENTAGE
YES NO

30%

70%

Interpretation:

According to 200 respondents 70% says that they like the verka
kheer and rest 30% says that they don’t like it.
3. Do you aware about brands of Kheer?

Answer Percentage
Yes 85
No 15

percentage
yes no

15%

85%

Interpretation:
According to 200 respondents, 85% says that they aware about
the brands of kheer and else 15% says that they only use loose
kheer.
4. Do you satisfied with packing quantity 200gm?

Answer Percentage
Yes 40
No 60

Percentage
yes no

40%

60%

Interpretation:

According to 200 respondents, out of 60 % says that satisfied

with packing quantity200gm and else says 40% that they don’t
satisfy with that.
5. Do You want to vary the size?

Answer Percentage
300gm 15
500gm 20
1kg 25
All 40

45
40
35
30
25
20 40
15
25
10 20
15
5
0
300gm 500 gm 1 kg ALL

pecentage

Interpretation:

According to 200 respondents, 15 % want 300 gm packing ,

20% want 500 gm packing , 25% want 1 kg packing and other
40% want all types of packing .
6. From where you purchase VERKA Kheer?

Answer Percentage
Agency 55
Distributor 15
Whole seller 10
Retail store 20

Perentage
60

50

40

30
Perentage

20

10

0
Agency Distributor Whole seller Retail Store

Interpretation:

According to 200 respondents, 55% want Agency , 15% want

distributor , 10% want whole seller and other 20% want retail store .
7. Are you satisfy with supply of Veka Kheer?

Answer Percentage
Yes 98
No 2

Percentage
120

100

80

60
Percentage

40

20

0
YES NO
8. Do you want additional flavor?

Answer Percentage
Yes 75
No 25

Percentage
Yes No

25%

75%

Interpretation:

According to respondents out of 75 % says that satisfied with

Additional flavor and else 25% says that they don’t satisfy with
that.
9. Do you want fruit and nuts in Kheer?

Answer Percentage
Yes 94
No 6

Percentage
Yes No

6%

94%

Interpretation:

According to respondents out of 94% says that they want fruits

and nuts in Kheer and else 6% says that they don’t want that.
10. Are you satisfied with Verka?

Answer Percentage
Yes 96
No 4

Percentage
Yes No

4%

96%

Interpretation:

According to respondents, out of 96 % says that they are

satisfied with Verka and else 4% says that they don’t satisfy
with that.
 CHAPTER .5
SWOT ANALYSIS
 SWOT ANALYSIS
STRENGTHS :-

1. Brand Loyalty among the rural people for Verka products

2. Good brand image of Verka KHEER 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 KHEER for Rs.15 for 200 mg.

 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. Product utilization for import substitution.

4. Growing demand for milk and milk products.

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 liberalization policy.
 FINDINGS

 THE maximum no. of people in Ludhiana are regular

consumers of verka products. Only 5% out of 200 are not the
regular consumers of verka products.

 According to 200 respondent 70% says that they recommend

the verka products and rest 30% says that they don’t
recommend it .

 Maximum people i.e. 40% want to very the size of product

packaging in all variant i.e. 300gm , 500gm and 1 kg .

 Almost all the respondent i.e. 98% are satisfied with the supply
of the verka products .

 On the whole 96% of respondents are satisfied with the brand

verka and its products.
 CHAPTER NO .6

SUGGESTION
AND
RECOMMENDATION
  RECOMMENDATIONS
REGARDING PRODUCT :-
Verka has presently four variants of liquid milk in market but still it is
not able to segment market according to consumers‟ preferences. The
only differentiation in these variants is the color of the packs. Variants
name should be printed on the packs in such a way that they are clearly
visible to the consumers. Different punch lines should be designed for
different variants. This will help in formulating advertisement strategy
and reaching the targeted customers. For example, verka smart double
toned milk is offered recommended by doctors to heart patients. It can
be targeted in health conscious people .Plain lassi which comes in one
litre pack only should be available in smaller packs like 250ml or 500ml.
Kheer is available in 125gm pack, which is quite small and
is recommended to be packed in larger pack like family size packs so
that it can be consumed conveniently as a sweet dish by whole family.

 RECOMMENDATIONS
REGARDING PLACE
Milk consumer values from delivery and a lot of distributors are already
providing this facility. Milk plant should think of giving extra
commission to its dealers for ensuring such facilities. This scheme can
be implemented in few areas and if there is an increase in consumption
of milk then it can be extended to all other areas catered by milk plant.
There is need to communicate regularly and taking feedback from
agents. Monthly meetings will help in improving the relation with
dealers. The declaration of the prices like “Fastest Growing Dealer” OR
“Highest selling Dealer” can be announced bi monthly or bi annually to
motivate dealers to increase their sales.
 RECOMMENDATION
REGARDING PROMOTION
The following steps can be taken in the field of promotion:

1) Using electronic and print media for

information dissemination:

In recent days, there has been lots of new highlighting adulteration of

food products that is making people skeptical about packed food
products. Special programs highlighting supply chain of milk producers
co-operatives can be screened and telecasted on TV from time to time
.news highlighting achievement of milk plant can also be published in
news papers which will help in creating favorable image for
verka products.

2) Inviting people for plant visits on weekends:

Plant can be opened to general public for visit on Saturday and Sunday
for a limited time interval in order to win their trust on verka products.
This can be done through collaborating with Radio Fm channels where
winners can get free visit sand some limited period coupons.

3) Toll free telephone for customer feedback:

Presently verka products have a telephone number printed on their packs

but this is not toll free. A toll free number should be there and printed in
such a color or font that is easily differentiable from the rest of the text
on the pack.
 Recommendations regarding
pricing:
Following suggestions can be considered for improving pricing
strategies of companies:

1) Introduction of coupon system:

Milk is the commodity that is daily bought and consumed within

households. It is cumbersome for consumers to make payment daily
as change for currency is not available at times. There are offered
candies in return for change which many of the consumers do not
like. This problem can be solved by introducing milk coupon which can
be bought from agencies. Coupon system has been successfully
implemented by several individual distributors in their respective areas.
It is needed to be implemented in entire city.

2) Pricing in round figures:

Milk sellers often do not have fifty paise coin or change with them so
they often sell milk at higher prices .this problem can be curbed by
keeping the prices in whole number multiple of rupee. People buying
milk using coupons can be this discount of fifty paise. This will
encourage more people to for milk coupon.
CHAPTER NO .7

CONCLUSION
 Conclusion

Working at Verka Milk Plant, LUDHIANA 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 Rural
Marketing gave mean 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.
CHAPTER NO .8

BIBLOGRAPHY
 BIBLOGRAPHY

Books

PHILIP KOTLER “MARKETING MANAGEMENT ’’12 EDITION

Brochure/booklet/magazine Verka milk Plant, Ludhiana

Kothari C R, “Research methodology” Second Revised Edition

Publishers- NewAge International (P) Ltd., Year- 2008

Dr. Arvind Kumar Yadav and Mr Suman Yadav (2008) , Journal of IPM
Meerut

Dr. N. Kathirvel and Dr. N Chandersekaran ( 2008) , Indian journal

of marketing.

J.V Rangeswara Reddy (2009) , Indian journal of marketing.

Websites:-

www.milkfed.nic.in

www.milkfed.jp

www.milkfed.org
CHAPTER NO . 9

ANNEXURE
 QUESTIONNARIE

NAME ……………

AGE …………….

GENDER …………….

Q1. Are you the regular consumer of verka products ?

a) Yes ( ) b ) No ( )

Q 2.Do you recommend the verka products ?

a ) Yes ( ) b) No ( )

Q 3.Do you aware about brands of similar products ?

a) Yes () b ) No ( )

Q 4. Do you satisfied with present packaging of verka products ?

a) Yes ( ) b) No ( )

Q 5. You want to vary the size ? By what amount ?

300gm( ) 1kg ( )
 500gm( ) All ( )

Q 5.From where you purchase verka products ?

Agency ( ) Distributor ( ) Whole seller ( ) Retail store( )

Q 6. Are you satisfied with verka products ?

a ) Yes b) No ( )

Q 7. Are you satisfied with quality of verka products ?

a) Yes b) No ( )

Q 8. Do you want additional Flavor ?

a) Yes ( ) b) No ( )

Q 9. Do you satisfied with price of verka products ?

a )Yes ( ) b) No ( )

Q 10. Do you have any bad experience with verka ?

a) Yes ( ) b) No ( )