PRESENTED BY

RAM MURTI
BBA 5 SEM
1532753
Chanakya Dairy products Ltd (CDPL) are a brainchild of Sh.
Vinod Kumar Dutt a renowned and well qualified
personality of Khanna (Pb). He is a product of NIT,
Kurukshetra from where he did Mechanical Engineering in
1978 and thereafter MBA from Kurukshetra. After
successful operation of a milk plant, named “Hygienic
Foods” at Khanna for about 10 years with a capacity of
100000 Ltr/Day, the Chanakya Dairy Products Ltd was set
up in 2005 at Mandi Gobindgarh (Pb) with a handling
capacity of 250000Ltr of milk per day.
According to the American Marketing Association, “Marketing is a set of processes for
creating, communicating, and delivering value to customers and for improving customer
relationships.”

A strategy is a long-term plan to achieve certain objectives. A marketing strategy is therefore

a marketing plan designed to achieve marketing objectives. For example, marketing objective
may relate to becoming the market leader by delighting customers. The strategic plan
therefore is the detailed planning involving marketing research, and then developing a
marketing mix to delight customers. Every organization needs to have clear marketing
objectives, and the major route to achieving organizational goals will depend on strategy. It is
important, therefore, to be clear about the difference between strategy and tactics.
Marketing strategy is the goal of increasing sales and achieving a
sustainable competitive advantage. Marketing strategy includes all basic and long-
term activities in the field of marketing that deal with the analysis of the strategic
initial situation of a company and the formulation, evaluation and selection of
market-oriented strategies and therefore contribute to the goals of the company and
its marketing objectives.
This project is based on consumer satisfaction towards super
Milk and Milk products. Objectives of study are;
 To understand perception of consumer towards the marketing
strategies of Chanakya Dairy Products.
 To know the marketing mix that influences the customer
behavior.
 To know the customer behavior and to identify the level of
customer satisfaction towards its products.
 To give suggestions, if any for overall improvement.
The study is mainly concerned with behaviors of the customers’ Perception towards
super milk and Milk products. Hence various data and methodology is considered in
my report preparation. The main data sources are:

Research Design
“Research design is the arrangement of activities for the collection and analysis of the
data in a manner that aims to combine relevance to the purpose with economy in
procedure.

Here the descriptive research was conducted to find out the information about the
factor and to spot light the areas that need the management’s attention.
METHOD OF DATA COLLECTION

Source of Data
Both primary and secondary data were collected for this study.

Primary Data
The objective of the study has been accomplished with the help of primary
data collected from 100 workers. The selected samples are met in person and the
required data have been collected with the help of a structured questionnaire.

Secondary Data
Secondary data was collected from the company records and websites.

.
SAMPLING DESIGN
Sampling Method

The entire group from which a sample is chosen is known as sampling unit. The research data
was collected from employees of Super Milk Plant, Mandi Gobindgarh.

Size of Population
Total population was 1000 workers. Out of the total population the researcher collected 10
percent i.e. 100 samples

Sampling Technique
The technique used for the research is Probability Sampling because the population is
finite. The Sampling technique selected for the study is Simple random sampling technique. It is
one where respondents are selected from the total population.
STATISTICAL TOOLS AND TECHNIQUES
The collected data have been analyzed with the help of tools like simple percentage
method.

Simple Percentage Method

Simple percentage analysis refers to a ratio. With the help of absolute figures it will be
difficult to interpret any meaning from the collected data, but when percentages are
found out then it becomes easy to find the relative difference between two or more
attributes
Sex No. of respondents Percentage (In %)

Males 66 66

Females 34 34

Total 100 100

Interpretation:
34% of the respondents are males and 66% of the respondents are females. From the above table
we can conclude that, the majority of the respondents were belongs to male group.

70
60
50
40
30 Gender

20
10
0
males females
 Occupation No. of. respondents Percentage (In %)

Business 25 25
Employee 16 16
House wife 50 50
Others 9 9
Total 100 100
Interpretation:
25% of the respondents are business, 16% of the respondents are employees, and 50% of the respondents are house wives, 09% of the
respondents are others group.
1. Purchasing Factor

Analysis of Factors to Buy Products

Factors No. of Respondents Percentage (In %)
Quality 37 37
Brand image 33 33
Price 20 20
Easy availability 10 10
Others Nil Nil
Total 100 100
`

Interpretation:
37% of respondents buy products for its Good Quality, 33% of respondents use for its Brand
Name, 20% of its Price consideration, 10% of its easy availability
. Perceived Quality of Products
Opinion of the Respondents Regarding Quality
Opinions No. of Respondents Percentage ( In % )
Thickness 33 33
Freshness 53 53
Taste 14 14
Others Nil Nil
Total 100 100

Interpretation:
As per the data, 34% of the respondents buy the milk due to Thickness, 53% of the respondents
for Freshness, and 14% of respondents for Taste.Quality takes vital role in every organization.
From the above table we can conclude that majority of the respondents expressed that the
favourableness of products with those having Thickness.
Consumption Patterns

Analysis of Consumption of Average Milk per Day

Consumption No. of Respondents Percentage (In %)
Upto 2 Liter 62 62
2-4 Liter 18 18
More than 4 Liters 20 20
Total 100 100

Interpretation:
62% of the respondents are consuming one liter per day. 18% of the respondents are consuming
two to four liter per day. 20% of the respondents are consuming more than four liters per day.
From the above table we can conclude that majority of the respondents were consuming one liter
per day.
.Frequency of Purchase

Analysis of Purchase Duration of the Products

Duration No. of Respondents Percentage (In %)
6 Months 10 10
1-2 Years 17 17
3-4 Years 25 25
More than 4 years 48 48
Total 100 100

Interpretation:
As per the data gathered, out of 60 respondents, 10% of the respondents buying since last six
months, 17% of the respondents from one to two years, 25 % of the respondents from three to
four years, 48% of the respondents are buying products from more than four years.
Opinion towards Products of Chankya

Analysis of Rating towards Chankya products

Ratings No. of Respondents Percentage (In %)

Excellent 33 33
Good 42 42
Average 17 17
Poor 08 08
Total 100 100

Interpretation:
33% of the respondents rated that products are Excellent. 42% of the respondents rated as good,
17% of the respondents rated as Average Quality. 08% of the respondents rated that products are
Poor.
Analysis of problems in Products
Opinions No. of Respondents Percentage (In %)
Yes 8 8
No 92 92
Total 100 100

Interpretation:
Only 8% of the respondents said that that there is no problem. Chankya products. 92% of the
respondents are said that no problems in Chankya products.
.Ease of availability of Products

Analysis of Availability of Products from Dealer

Easily Available No. of Respondents Percentage (In %)
Yes 92 92
No 08 08
Total 100 100

Interpretation:
92% of the respondents said that they are getting products easily. Only 08% of the respondents
disagree with the easy available of products.
.Money Worth

Analysis of Value for Money Paid by the Respondents

Response No. of Respondents Percentage (%)
Yes 95 95
No 05 05
Total 100 100

Interpretation:
95% of the respondents feel that they get the value for money they paid. Only 05% of the
respondents feel that they are not getting the value for money what they paid.
 Chankya should give local advertisements apart from the advertisements given at
the national level for increases the sales of product.

 Some customers feel that pricing policy of super products are high as comparison
to others competitors. It should be affordable for middle class.

 The Chankaya dairy should be increase the sale of super products in Samrala
areas because most of customers in Samrala unaware about the super products.

 Various promotional activities should be adopted for sale of products.

 Total coverage of the study is limited to the few customers for collecting
the super milk and milk products at, Khanna and Gobindgarh.

 Sample size of the study is restricted to limited customers only.

 Most of the respondents hesitate to give information but how ever an

attempt is made to collect the data systematically.

 Time is the one constraint of the survey.

From the survey conducted it is observed that a Chankya product has a good
market share. From the study conducted the following conclusions can be
drawn. The factors considered by the customer before purchasing milk are
freshness, taste, thickness and easy availability.

CHANAKYA DAIRY has also to take care of its competitors into

consideration and more importantly its customers before making any move