Set curds and milks are a basic food in many societies where cattle and other animals form an important part of the agricultural production system. If you review the history of dairying in most the European and North American countries, one sees the share of liquid milk and set curds in the dairy industry changing over of economic and technological development in their societies. In developing countries like India depending on the level of the dairy industry, products range from a few indigenous dairy products and raw milk to pasteurized liquid milk and set curds and a small proportion of other “LUXURY” products. Thus liquid milk is still the most important base f or developing the dairy industry in developing countries. India has become the worlds No.1 milk producing country, so it is also rich in set curds with output in the year 1999-2000 (marketing year ending March 2000) forecasted at 78 million tonnes. In the India context of poverty and malnutrition, milk has a special role to play for its many nutritional advantages as well as providing supplementary income to some 70 million farmers in over 500,000 remote villages. After liberalization Indian market is open to wide competition in both consumer market as well as industrial market. Industrial buying process is influenced by so many factors. Before purchasing raw materials they conduct an intense discussion and buying process passes through different stages and finally adopt suitable one. Consumers consider many factors like quality service, price availability of materials etc while purchasing the raw materials. The main objective of this study is to know the Market potentiality of Nandini set curds in Bangalore City.


The methodology of this study was collection of data through structured questionnaire and personal interview with consumer in various areas of Bangalore city. The sample size was 50 at simple random sampling method. Then evaluation of collected data is taken place. Most of the people using ordinary curds and know people buying set curds because it has good quality and freshness. This study has that the quality of the set curds should be improved. A certain amount of rebate is being given to huge buyers of Nandini set curds. The company should facilitate credit transaction to customers. The advertisement of Nandini set curds to be expressed regularly and should be very creative and effective to the fullest extent. It can be concluded that Nandini is one such a brand, which has entered the daily life of the customers. It has the monopolistic market in Nandini set curds and can be utilized fully. BAMUL is one such organization where, it is striving hard for its customer satisfaction. This project report at the end gives some suggestion, if adopted can lead to much higher development in sales.


Historical background of the industry:
In Karnataka, on June 4th 1975 four milk unions were started in Bangalore, Mysore, Tumakur and Hasan. Karnataka Dairy Development Corporation got Re-named as Karnataka Milk Federation. In June 1974, an integrated project was launched in Karnataka to restructure and reconcile the Dairy Industry on the Co-operation principle and the laid foundation for a new direction in Dairy Development, the Work Bank aided Dairy Development projects during in 1975. Initially the project was covered 8 southern Districts of Karnataka and Karnataka Dairy Development Corporation was set up to implement the project. The Multi Level activities were set up with Dairy Cooperative societies at gross root levels, milk union at the middle level as an apex body. Vested with Dairy Development activities continued under operation Flood-11, the activities were extended to cover the entire state except coastal taluks of Union Karnataka District. The process of Dairy development was continued in second phase from April 1984, Karnataka milk Federation came in to existence.


achieving economics of scale to ensure maximum return to milk producers at the same time providing wholesale Milk at lowest possible price to urban Consumers. • Providing assured and remunerative Market for the entire Milk Producers. • To ensure Milk Production for self-employment at village level preventing migration to Urban Areas introducing cash economy and opportunity for regular Income. • To expand the market. 4 -- .Objective: Karnataka Milk Federation is a Co-operative. The complex network of Co-operative organization should build a bridge between millions of consumer and Milk producers. On the other side to achieve a socio economic revolution with in the state. Apex body in the state of Karnataka for representing Dairy Farmers Organization and also implementing Dairy Development activities with the following objectives. • To build village level institution in Co-operation sector to manage the Dairy activities. • The philosophy of Dairy Development is to eliminates middle men and organize institution to be owned and managed by the milk producers themselves. • Providing Hygienic Milk to Urban Consumers. • To eliminate the problems of duplicating and over lapping.

10% 5 -- .Management The management K. • Primary level co-operative societies (milk producer’s cooperatives societies). • State level Federation. Market share of nandini milk and milk products: The market share of Nandini milk and production in the West Bangalore City is shown as below: • Nandini Milk • Private Dairy Competitors of the Nandini milk • Good morning • Heritage • Dodla • Arogya • Gopathi …………. • District level milk Union. 90% …………. Co-operative activity that is called as three tyre system.M.F is of “pattern.

6 -- .Perspective plan for 2008: Karnataka Milk Federation Union and National Dairy Development Board are formulating the programme to challenges after liberalization deli censing the Dairy sectors to develop and strengthen Dairy C0operative movement in the following areas: • Quality Assurance Programme • National information Networking • Productivity Enhancement • Co-operative Business.

Bangalore Dairy.2 COMPANY PROFILE ORIGIN OF THE ORGANISATION On January 1st 1958 a pilot scheme under Department of Animal Husbandry.000 liters of milk per day. In 1962 the Bangalore Milk Supply Scheme came into existence as an independent body. To cater to the growing demand for milk by the consumers of Bangalore City. Hassan & Kudige under Operation Flood-II and then t transferred to Karnataka Milk Federation (KMF) in May 1984 as a successor of KDDC. a joint venture of UNICEF. the capacity was increased to 1. As per the policies of the National Dairy Development Board (NDDB).5 lakh liters per day under the Operation Flood-II during 1981 and later increased to 3. 7 -- .1. new chilling centers & renovation of product block. Bangalore Dairy was handed over to Bangalore milk Union (Bamul) on 1st September 1988. Bangalore Dairy scattering over an area of 52 acres. This Dairy was handed over to Karnataka Dairy Development Corporation (KDDC) IN December 1975 as a part of Rural Milk Scheme of Mysore. Government of Karnataka was started to cater Veterinary Hospitals and Milk process facilities at National Dairy Research Institute NDRI).5 lakh liters per day under Operation Flood/II during 1994. Government of India & Government of Mysore was dedicate ed to the people of Karnataka on 23rd January 1965 by the then Hon’ble prime Ministers Late Sri Lal Bahadhur Shastri. by timely implementation of several infrastructure projects like commissioning of Mega Dairy. the Dairy had an initial capacity to process 50. The Union is capable of processing the entire milk produced.

Providing hygienic milk and milk products to the consumers. The workers enjoy good incentives for the work done by them. It has an effective manpower force with 1400 employees working there in the organization of which 700 employees are in production department. Under the World Bank aid. Main objective of union: 1.Bamul has been registered under MMPO by Central Registration Authority. Providing assured and remunerative market of all the milk sold by the farmer members. the Union has become biggest Milk Co-operative Union in Southern India. processing facilities and dissemination of know-how. the Karnataka dairy development corporation came into existence in 1975 and started organizing Amul Pattern Dairy Co-operatives Societies at the village levels with the guidance of National Dairy Development Board. which is elected by the cooperative society. Bamul has been certified for ISO 9001-2000 and HACCP (IS-15000) for quality management and Food safety systems and also got a National Productivity Award Thrice. 2. 4. To ensure the provision of milk production inputs. 3. 8 -- . Bangalore Dairy is owned by a board. Today. Organizing milk co-operative societies at village level and providing extension service. The bifurcation was intended to decentralize the activities in the districts. The Bangalore Dairy union initially comprising of Bangalore and kolar districts was bifurcated into Bangalore urban and rural district cooperatives milk producers societies union limited on 1-4-87.

Establishment of the union Bangalore Co-operative producers’ Societies Union Limited was established on 16th November 1976. Providing power market. Recently under co-operatives development program training is being given to all the milk producers in a phased manners. c. Mobile veterinary and emergency s services. into two separate union for Bangalore Districts (Urban and Rural) and Kolar District. After the bifurcation of the above Union. Fodder development. Artificial insemination. supply of balanced cattle feed. which will prevent villagers migration to the urban areas and improve the financial situation of village. services. with modern facilities for storages and giving employment by obtaining agencies. the union is providing technical input . 9 -- To improve the milk production. PROGRESS AND ACHIEVEMENT OF THE UNION SINCE ITS INCEPTION 1. like a.To facilitate rural development by providing opportunities for the self employment at village level. Bangalore Urban and Rural District Co-operative Milk producers’ Societies Union Limited (BAMUL) on 23rd March 1987. b. d. Training to DCS staff and members. Uplift of the backward classes and ST/SC classes by providing loans for the purchase of milk cows through dairy loan scheme.

Milk processing capacity was expanded to 3.000Ltrs per day (LPD) at the time of establishment of the dairy on 23rd January 1956. 1st September 1988. Spray drying plant 5 Metric Tons per day. Bangalore Dairy HACCP IS-1 5000 certified by SAI Global a Australian based company on 19th Feb 2003. ii. vi. Milk processing capacity was 60. iv.Bangalore Dairy was taken over by BAMUL on 2000. Milk Condensing plant 3 Metric Tons per d ay.000 Liters per day (LPD) fully automated Mega Dairy started functioning from 17th December 2000. iii.MMPO/93 dated 7th June 1993 renewed on 13th May 1999. vii.5 lakh LPD during 1994. Bangalore Dairy ISO 9001-2000 Certified by SAI Global a reputed Australian based company on 19th February 2003. v. Bangalore Mega dairy started functioning 17 th December MMPO-19923 Registration No 42/R.5 lakh LPC on 1st February 1981. 2. 10 -- . Milk processing capacity was expanded to 1. Milk Processing capacity of 600. Converted the old building as a product Block during 2002. Infrastructure at the time of inception & subsequent expansion – year – wise in terms of the following: reputed Capacity of the Dairy i.

The supply was feeding fro 200 liter per day to 1000 liter per day. supply in 1991-92 was around 3000 liters per day.60 lakh was supply is about 33-40 thousands bottles per month and it is seasonal MILK PROCUREMENT: - During 2006-07 half year Bamul has procured on averages of 8. With a motto of “Pure & Fresh Milk from Cow to Consumer” Bamul has Installed Bulk milk coolers. In the beginning the unit was operating within the premises of Bangalore dairy.29 lakh liters per day (average 535 Lt rs /DCS). hospitalized people and children. During the flush season procurement has reached to the peak of 8. 11 -- . Initially the project was catering to the under-nourished children. 5. the At present the 1980-81 with an enhanced capacity of 1 Apart from this assistance of Rs. provided for this project.GROWTH NISATION:- AND PRESENT STATUS OF THE ORGA Nandini milk product project was initially a government of India project established on 1st April 1973 and handed over to the Government of Karnataka constituted by KDDC (Karnataka Dairy Development Corporation) during 1978. catering only to the corporation school children.95 lakh liter per day. The project was expanded during the year 500 liter per day. Automatic Milk Collection Units. The aim of the project was to provide protein rich milk supplement to the weaker section of the society at a low price by using vegetable protein source to cater this nutritional product to beneficiaries like pregnant women. However. pregnant women and feeding mother of the weaker section.

VACCINATION PROGRAMME: To prevent the contagious F&M disease in milk animals. 18.94 lakh lpd milk has been produced through 64 routes.738 km every day. though 93 Milk Procurement Routes. In order the coverage. During this period it was 100% subsidized later on. All these 994 function societies are running under profit. regular ‘food and mouth’ vaccination programmed was started as pilot project by NDDB during the year 1982-83.31 for every Liter of Milk supplied to the Union. 5 Bulk Milk Cooler (BMC) Routes are also in operation. the union is providing subsidy per dose of vaccine used. which collects milk from 35 BMC centers of 68 DCS directly transported to Bangalore Dairy through insulated tankers. The average milk procurement price pa id during the year was Rs. the dairy co-operative societies are continuing this vaccination programmed. 9. by traveling 14. During 1987-88 the averages milk procurement w as 1.Electronic Weighing Scales to minimize human contract of milk and transparency at the time of milk collection. During 1996-97 the union has spend an amount of Rs. Milk collected at DC will be transported to Chilling Centers. The operational efficiency is reflected on procurement prices paid to the member produces. During 1996-97 through 994 societies 3.87 lakh lpd transported through 35 milk procurement routes from 510 function DCS.70 lakhs from its corpus fund. Bamul is offering the most remunerative milk procurement price to member producers. BAMUL has 9 taluk under Bangalore rural and 3 taluk under Bangalore urban districts. 12 -- .

It wants to follow the strategy of cost-competitiveness.000 liters Full Cream Milk Curds 80. Day to Day operations:Morning distribution: Toned Milk 3. In wants to become well trenched in the market as market leader. The Union is aware of the challenges of the new private entrants.Nil Curds 2000 Kg distribution --. 60.132 distribution --. without bothering about the welfare of the producers and without extending any technical inputs for improving milk production. which is hard to match by the competitors.000 liters 35.50. They procure milk as least cost. The Union wants to counter this in a positive manner by trying to improve its efficiency of operation and market promotion. but also become one amongst the best-run milk union in the country.000 liters Evening distribution:Toned Milk ----------------. who are mainly thriving on unfair trade practices.000 liters Full Cream ----------------.IN THIS MILLENIUM:We want to become not only the largest Union.23 ---------------------------------------Number of vehicles for morning Number of vehicles cost for evening per liter 13 -- Transportation . They market milk by resorting to unhealthy and unethical practices deceiving the unsuspecting consumers.

930 Total number Agents of for agents morning Per capita consumption of milk ------------------. testing and checking the fat content. Just back to the hot plates.134 Rs ----------------------------.250ml PROCESSING OF MILK:The raw chilled milk received though h tankers is pasteurized at the main dairy.----------------------. by this process the milk is pasteurized and the same time they checked the quality of the milk by they produces.0. Where milk is passed through hot plates and opposite to it hot water is passed in opposite way.932 distribution ----------------. They maintain some percentage e of fat contents for different types of milk 14 -- . Hi-tech machines do pasteurization of milk.

Butter. 500ml. the different Milk products are curds. Softy Ice Cream. Available in 200m. Fresh and Pure milk containing 3. Ideal for preparing home-made sweets & savories.3 PRODUCT PROFILE Types of Milk & Milk products marketing by Bamul: Nandini Toned Milk Karnataka’s most favorite milk. Consistent right through. Ghee. Shelf life of 6 months at ambient temperatures. Containing 6% fat and 9% SNF.5% SNF. Nandini Toned Milk. Apart from the Milk. Available in 500ml packets.5% SNF. 15 -- . and Spiced Butter Milk are also sold..1. creamier and tastier milk. Nandini Full Cream Milk Nandini Full Cream milk. 1000ml sachets. Nandini Homogenized Toned Milk Nandini Homogenized Milk is pure milk containing 3% Fat & 8. It is fresh and pure with a delicious flavor. Better to use within a day from the date of pack. 5lts tins and 15 kg tins. it gives you more cups of tea or coffee and is easily digestible.0% fat and 8. Nadndini Ghee A taste of purity Nandini Ghee made from pure butter. This is homogenized and pasteurized. Sweetened Lassi. Flavored Milk. Sweetened Curds. Rich. Hygienically manufactured and packed in a special pack to retain the goodness of pure ghee. Available in 500ml and 1ltr packs. peda. Available in 500ml and 1ltspacks.

containing 10 pieces each. Rich taste. Store at room temperature approximately 7 days. makes any preparation a delicious treat. so that it is affordable to all sections of people. It is made from quality curds and is blended with fresh green chillies. Available in 250gms pack CHAPTER – 2 16 -- . Nandini Peda No matter what you are celebrating made from pure milk. 200gms and 500gms cartons both salted and unsalted. Nandini spiced butter promotes health and easy digestion. smooth texture and the rich purity of cow’s milk. asafetida and fresh ginger. Nandini Peda is a delicious treat for the family. smooth and delicious. Nandini Buttermilk Nandini spiced Butter Milk is a refreshing health drink. Available in 100gms (salted). Nandini Butter is made out of fresh pasteurized cream. It is available in 200ml packs and is priced at most competitive rates. green coriander leaves.Nandini Butter Rich.

1 Theoretical Background of the study. 17 -- .RESEARCH DESIGN 2. organizing the according to meet the needs of the consumers. • It looks after the marketing system of the firm • It plans the develops the product on the basis of know demand. -American Marketing Association Many organizations have involved in marketing activities to satisfy the needs and wants of a group of customers. Importance of marketinganagement: • Marketing management is the most important function in the business organization. Now a days marketing is not considered as a mere physical process or set of activities connected with the exchange of goods. It is concerned with creation of customers. • It has to prepare appropriate marketing plans or marketing mix to achieve the business goals. It is regarded as a philosophy of business. It includes all those activities connected with identifying the need of the consumable and then. Introduction to marketing Marketing is the performance of business activities that direct the flow of goods and services from the producer to customer.

promote and deliver products to the clients or customers. procedures. Modern marketing concept: The marketing concepts evolved over a century starting from on set of industrial revolution. Main view point’s management is as follows: • Analyzing. • Mutual and personal gain • Achieving effective response. Business man regards marketing as a management function to plan. implantation and Control programs. Human efforts finance and management constitute the primary resources in marketing. production concept and selling concept. planning. Consumer 18 -- . social marketing concept right up to date. policies etc • Designing marketing strategies and marketing mix • Planning marketing programmers Marketing is a comprehensive term and it includes all resource and a set of activities necessary to direct and facilities the flow of goods and services from producer to consumer in the process of distribution.Function of marketing management The function of marketing management is summarized as follows: • Determination of marketing goals • Formulation marketing plans.

the growth of consumerism and enactment of consumer legislations emphasizes the importance of consumer behavior study. No marketing efforts can be successful. Therefore the study of consumer behavior is very much essential success in business. when.The term “consumer” refers to a person who buys goods or services for his personal or household use and not resale. where. tastes and attitudes of the consumer are neglected. Importance In olden days marketing was seller oriented and there was seller market. performance. Since the ultimate aim of marketing is consumer satisfaction and profit earning. what. how and whom to purchase goods and services” Consumer behavior has been gaining importance since 1960. The study of consumer behavior is important for the following purposes: 19 -- . Consumer behavior is the process whereby individual decide. Now things have changed modern marketing has become consumer oriented and there is a buyer market. Today the consumer behavior is the central topic in modern marketing. The consumer had to purchase whatever was offered to him. If the choices. They had no choice. So the study of consumer behavior was not important to marketers.

All these factors are controllable and beyond the hands of a marketer. and psychological determinants or factors. personal. Factors influencing consumer behavior: Consumers do not make purchase decision simply. Determinants of consumer behavior: 20 -- .• Production policies • Price policies • Distribution policies • Sales promotion policies exploiting marketing opportunities Plan for customer service: • Understand customer expectations • Establish customer priority • Define service goals • Get external commitment from top to bottom • Establish service infrastructure • Develop employee through training and compensations • Measure customer satisfaction • Set customer expectation • Search for complainers. Their buying behavior is influenced by culture. They are considered in understanding buyer behavior. social.

what factors influence the decision making process of the customers. All the firms have started considering “COSTUMER AS THE KING “or “QUEEN”.Cultural factors Religion. The decision making process identifies the number of people who are involved in this process and ascribe a role of them. The behavior of the customer helps the marketing to study. attitude The “satisfaction of the customer “can be easily canalized studying the behavior of the customers. income. Customer Behavior can be said to be the study of how individuals make decision on how spend their available resources (time. The market place is flooded with many new players including the host of MNC’s resulting is available of more 21 -- . caste. occupation Psychological factors Personality. beliefs Social factors Social classes Personal factors Age. perception. money and effort) on the various consumption related items. gender. learning. education. This simple definition of customer behavior tells marketers to resolve every activity around the ultimate customer and gauge their behavior.

hence the brand loyalty in this is lacking. Now days in the market we can find number of entrants into the industry. 2. 2. 22 -- . On account of this customer stated being choosy about what to buy. 2.2 Title of the study: The title of the study is to understand “the market potentiality of Nandini set curds”.number of brands in every segment of the market.4 Objectives of the Study. Therefore BAMUL being a govt sector as undertaken the study on market potential of the set curds to know whether the potentiality is satisfactory or not.3 Statement of the Problem: The topic selected for the study is to know the market potentiality of Nandini set curds. And also in order to obtain response from the users to identify the impact created by the marketer in BAMUL.

5 design of the study a) Type of Research: The type of research used in this study is exploratory research. Even though the sample size is very less. b) Method of Research: The collection of primary data through the use of questionnaire and secondary data through h the use of discussions. 4) To identify the level of awareness about the set curds. d) Sample Size: The respondents used for survey and for certain conclusion. but the feed back given by they can be extended for larger survey. 23 -- . 3) To identify the techniques used to improve the set curds in the Market. 2) In order to identify the improvements in the marketing activities conducted in BAMUL. c) Sampling Used: The sampling used for the study is respondents situated in different locations at Bangalore City mainly in apartments. 2.The Study covers the following: 1) To study the market potentiality of Nandini set curds. we used 50 respondents spread over Bangalore City. interactions with the concerned persons who are trying to promote the set curds.

Radio. The scope of the study also 24 -- . g) Method of Analysis: From the above data we can analyses by the use of graphs for each question.V. The analysis also include that the company must improve by further creating interesting 2. The analysis also include that the respondents feed back have been included in findings chapter-7. advertisement in T. export and import. sales promotion.e) Tools Used: For conducting a survey study is structured questionnaire is used. Newspapers. A few questions have possible answer and some other questions have options in order to express their view.6 Scope of the Study: The study covers that the company is going to improve the present products. In additions to this interviews have also been adopted for data collection from the concerned person in the company. Company profile has been collected from booklet given by the Company. publicity. Data collection also been made from marketing department with regard to advertising. f) Collection of data: Survey has been done in data collection from the respondents. The marketing department has a challenging task to attract the customers towards their products.. which consists of the questions with well designed manner.

2) The study is done on survey method and suffers from this method. 3) The non users although they know the product but still they are not buying the products because of non proper packing. 4) Time is the major constraint 5) Some respondents did not co-operate 6) Many respondents did not provide proper information due to bias Because of these limitations. 2. 25 -- .includes that further improvements as expressed by the consumer through the survey. However the conclusion that is drawn in this study can be considered as indicative or suggestive in nature.7 Limitation of the Study: 1) Survey covers feed back from users and non users of set curds. it may not be possible to draw any major conclusions. That means they are well aware of the products and also their feed back are accurate. Basic Assumptions: Through the survey the assumptions made include that the respondents have given f rank opinion to various questions. Market Potential A market potential is an estimate of the maximum possible sales opportunities present in a particular market segment and open to all sellers of a goods and service during a stated period. The company must give importance to the suggestions made by the customers and will implement them to enlarge their marketing activity.

the market strategy of Bangalore milk Union is to regard selling of market set curds as its core marketing. BAMUL looked towards an automated system that would allow it to achieve consistent quality parameters for each product. From this point onward. In addition. The volume of sales plays a critical role in determining costs. its prior reliance on manual operations made it impossible to keep with surging demand. Hence. The key success factor of BAMUL in becoming a market leader is the Narrow price spread maintained between purchase & sales. It can be concluded that Nandini is one such a brand. each operation is automated with controls for chilling. which has entered the daily life of the customer.This study finds that the BAMUL has many sales opportunities present in market to expand its business and increase its sale of Nandini set curds so that it can make more profits. BAMUL is one such organization where. In designing mega dairy. Energy and manpower would also be more effectively optimized and controlled and all plant equipment would be integrated. Nandini set curds quality is immediately checked for quality parameters upon arrival at the plant’s main gate. marketing higher volumes of Nandini set curds. It has the monopolistic market in Nandini set curds and can be utilized fully. Although BAMUL sets high standards for its products and customer serve. it is striving hard for its customer satisfaction. milk 26 -- . employees would be trained in how to use the new automated systems and valuable management information would be collected at the main server and used for marketing and evaluations.

standardization and cleaning-in-place (CIP). at a better quality and with a longer shelf life. Customers are also seeking significant benefits. quality and energy management. The system also gathers and distributes data for production. At the heart of the system is a reputed Allen-Bradley PLC5/80C platform. which communicates to analog and digital I/O on control Net a producer-consumer communication network. Milk now reaches market faster.pasteurization. CHAPTER-3 ANALYSIS AND INTERPRETATION OF DATA 27 -- .

AGE BELOW 15 15-25 25-35 ABOVE&35 No OF RESPONSE 8 15 14 13 50 PERSENTAGE 16% 30% 28% 26% 100% 16 14 12 10 8 Series1 Series2 GRAPH-1 4 2 0 BELOW 15 15-25 25-35 6 28 -A BOV E&35 . The following table highlights the above facts.TABLE-1 AGE OF THE RESPONDENTS An effort was made to know the age of the respondents. SL NO 1 2 3 4 TOTAL Data analysis: The above table shows that 16% respondents are below 15 years of age. 30% respondents are between 15-25 years of age and 28% respondents are between 25-35 years of age. 26% respondents above 35 year age For better understanding the table is represented in the form of a graph in figure.

TABLE-2 Table showing gender of the respondents 29 -- .Inference: The above graph indicates that majority of the respondents were middle age group and most of them were working employees they prefer Nandini set curds because of its easy availability and better quality.

For better understanding the table is represented in the form of a graph in figure. Graph-2 30 -- .SL NO 1 2 TOTAL GENDER Male Female NO OF RESPONDENTS 40 10 50 PERCENTAGE 80% 20% 100% Data analysis: The above table shows that 20% respondents are female and 80% respondents are male.

31 -- . So the company should target male respondents for their set curds.40 35 30 25 20 15 10 5 0 1 2 Male Female Inference: Majority of the respondent’s are male.

16% of respondents are Govt employees and 56% and 14% are in business and other occupation respectively.TABLE – 3: Analysis regarding the occupation of the respondents Nature of work No of Respondents 07 08 28 7 50 Percentage Students Employees Business Others Total 14% 16% 56% 14% 100% Analysis The table 3 presents the no of respondent’s nature of work. 30 25 20 15 Series2 Series1 GRAPH-3 10 5 0 32 Students employees Business -- Others . It is evident from table 2 that 14% of respondents are in student.

Inference: Majority of the respondents were business people and these respondents are more concerned with the quality of the nandini set curds. TABLE-4 Table showing how many people like nandini set curds 33 -- . Many of govt employees prefer nandini set curds because of its good brand name in market.

SL NO 1 2 TOTAL Analysis RESPONSE LIKE DIS LIKE NO RESPONDENTS 45 05 50 OF PERCENTAGE 90% 10% 100% The table 4 presents the how many respondent’s like or dislike nandini set curds and 90% of respondent’s like nandini set curds and only 10% respondent’s dislike nandini set curds 100% 90% 80% 60% 50% 40% 30% 20% 10% 0% GRAPH-4 70% DIS LIKE LIKE 34 1 -- 2 .

These figures say most of the people like nandini set curds TABLE-5 Table showing when the respondents buy the set curds 35 -- .Inference: The majority of the respondents like nandini set curds and few respondents dislike nandini set curds.

From the above table it shows more number of respondents buy set curds in the morning.SL NO 1 2 3 Particulars Morning After noon Evening TOTAL no of respondents 25 15 10 50 Percentage 50% 30% 20% 100% Analysis:The above table shows when the respondents buy the set curds. And 32% of respondents buy the milk in the after noon and 32% of respondents buy the set curds in the evening. 25 20 15 Graph 5 10 Series1 Series2 5 0 Morning After noon 36 -Ev ening .

TABLE-6 37 -- .Inference: The majority of the respondents buy the set curds in the morning because of their needs and freshness of set curd and most of the respondents are working employees they have to go to their jobs early in morning so they will prefer to buy the set curd in the morning.

Table showing how many grams cup Nandini set curds respondents buy every day no respondents 22 28 of SL NO 1 2 Particulars 200gm cups 400gm cups % 44% 56% Data analysis:The above graph shows that 44% of respondents buy 200 gm cups set curds. 56% of respondents buy 400 gm cups set curds. Graph 6 38 -- .

TABLE-7 39 -- .30 25 20 15 10 5 0 200gm cups 400gm cups Series1 Series2 Inference: The majority of the respondents buy 400gm cups every day because Nandini set curds are nonperishable they can store it for longer time.

Table showing by whom they aware of NANDINI set curds SL NO 1 2 3 4 Particulars ADVERTISEMENT FRIENDS FAMILY RETAILERS TOTAL no of respondents 21 10 0 19 50 % 42% 20% 0% 38% 100% Data analysis:Of the 50 respondents 42% got awareness of Nandini by advertisement. 38% of the respondents were cause to know about Nandini set curds through Retailers and 20% were from friends GRAPH-7 40 -- .

25 20 15 Series1 10 Series2 5 0 ADVAT FRIENDS FAMILY RET AILERS Inference:Both advertisements and agents played equal role in achieving the brand awareness of Nandini. 41 -- . TABLE-8 Table showing how respondents feel about Nandini milk and milk products.

Options Excellent Good Satisfactory Poor Total Analysis No of respondents 25 08 12 06 50 Percentage 50% 24% 18% 10% 100% The above table shows perception of respondents. 50% of respondents feel it is excellent and 24% feel it is good and 16% and 12% of respondents feel it is satisfactory and poor respectively 25 20 15 Series1 Graph 8 10 Series2 5 0 Excellent Good 42 -Satisfactory Poor .

vitamin content and quality. 43 -- . Very few of them feel that it is satisfactory so that the BAMUL should look out these groups with a suitable strategy.Inference:The number of respondents rated the Nandini set curd is good and excellent because of its freshness.

44 -- .TABLE-9 Table Showing Major Factor consider by the Respondents while Purchasing Nandini set curds SL NO 1 2 3 4 FACTOR QUALITY PRICE AVAILABILITY SERVICE TOTAL no of respondents 40 2 0 8 50 % 80 4 0 16 100 Analysis:. 16% considered service given to them.about 80% of the 50 respondents said that they gave major importance to quality while buying Nandini Products and 4% price considered the most.

45 -- . Compared to any other factor including price and service.GRAPH-9 90 80 70 60 50 40 30 20 10 0 QUALITY PRICE AVAILABILITY SERVICE Series1 Series2 Inference:Most of the respondents feel that quality has to be above par while buying Nandini set curds.

TABLE-10 Table showing from where do the respondents were purchase Nandini Products SL NO 1 2 3 4 PARTICULARS AGENTS DEALERS OPEN MARKET OTHERS TOTAL no of respondents 19 11 20 0 50 % 38% 22% 40% 0% 100% Analysis:40% of the 50 respondents said that they buy Nandini set curds from the open market itself whereas 19% of the respondents bought them by the agents. 22% of the respondents bought them by dealers 46 -- .

GRAPH-10 20 18 16 14 12 10 8 6 4 2 0 AGEN TS DEALERS OPEN M ARKET OTH ERS Series1 Series2 Inference:Open market and agent played dominant role in the distribution and sales of Nandini set curds 47 -- .

TABLE-11 Table showing the mode of payment SL NO 1 MODE OF PAYEMENT CASH&CARRY no of respondents 50 % 100 2 3 4 WEEKLY BILLING MONTHLY BILLING OTHERS TOTAL 0 0 0 50 0 0 0 100 Analysis:All the 50 respondents carry out their transaction in cash and carry basis. 48 -- .

GRAPH-11 160 140 120 100 80 Series2 60 40 20 0 CASH&CARRY MONTHLY BILLING Series1 Inference:As the milk company’s do not support any other mode of payments. either it may be from the agent or from the open market or from the dealer. 49 -- . so the respondents will have to pay only cash on the spot for the purchase of milk.


Table showing the factors that satisfies Nandini set curds

SL NO 1 2 3 4


no of respondents 40 5 5 0 50

% 80 10 10 0 100

Analysis:80% of 50 respondents were satisfied with quality of Nandini set curds and 10% of respondents were satisfied with service and 10% were satisfied with price.



80 70 60 50 40 30 20 10 0 QUALITY PRICE SERVICE Other Series1 Series2

Inference:- Quality is most considerable factor by the respondents.



Table showing opinion of respondents about the price of Nandini set curds
SL NO 1 2 PARTICULARS no of respondents %

Reasonable Costly TOTAL

34 16 50

68% 32% 100%

Analysis: 68% of 50 respondents said that the price of Nandini se curds is reasonable and 32% of them said that it is costly.


comparing other company set curd .GRAPH-13 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1 2 Costly Reasonable Inference: Most of respondents feel that prices are reasonable. 53 -- .

TABLE-14 Table showing whether respondents were satisfied with advertisement of Nandini set curds SL NO 1 2 PARTICULARS SATISFIED UNSATISFIED TOTAL NO RESPONDENTS 20 30 50 OF % 40% 60% 100% Analysis:The above table depicts that only 40% of the 50 respondents said they were satisfied with advertisement of Nandini set curds and 6o% were unsatisfied. 54 -- .

Graph 14 Graph showing whether respondents were satisfied with Nandini set curds 30 25 20 Series1 Series2 15 10 5 0 SATISFIED UNSAT ISFIED Inference: As most number of respondents was unsatisfied with advertisement of Nandini set curds. 55 -- . So there is an urgent need for a proper promotional activity is carried down to satisfy the customers.

above 35 years. 1) The age group of respondents was seen to be. 16% of respondents. 56% were in business. 14% were in other sectors. As it was the oldest brand of milk and ghee available in Karnataka. Open market play a dominant role when it comes to distribution and sales of set curds and they are major influences in the buying of a particular brand of set curds. all these respondents know about it through advertisement and through the retailer. and 25-35 28% of respondents.CHAPTER-4 SUMMARY OF FINDINGS The following finding drawn by the respondents in Bangalore City. This is because of none of the 56 -- companies in the market do not support any credit transactions. below 15 years. 15-25 years. 5) Most of the respondents were buying set curds through open markets only a very few percentage of respondents bought them from retailers. 26% of respondents 2) The occupation of the respondents was seen to be as 24% respondents in students. That is what has been portrayed in this study. Almost every respondent’s deals through cash and carry mode of payment with the sellers. 3) The classification of respondents were as follows: Male-80% respondents Female-20% respondents 4) The brand name Nandini has awareness to the fullest extent and all the respondents knew very well about it. 30% of respondents. 6. . 16% were in government employees.

Recommendations for improvements of Nandini set curds are seen as follows: 1. 9. Improvement in service. This means that the advertisement effectiveness is only 40% but has a 100% reach. Improvement in packaging. 3. This means that NANDINI has maintained its quality since it inception 37 years age. Improvement in availability. Most of the respondents were using 200gm nandini set curds. 10. The respondents were using more of NANDINI set curds when compared to any others products. 11. 8. 2.7. While some of others also admired its availability and its agent’s service. Nandini is seen to b e a very eminent brand since all the 100% of respondents haves given a positive response regarding its awareness. About 40% of the respondents were satisfied with the advertisement released by BAMUL about NANDINI brand. 3/4th of the respondents said that quality of NANDINI products is the thing that they admit the most and few others said that they admired competitive price of nandini. 12. 57 -- .

But there were a very few complaints from some of the respondents about its packaging so the standards of the set curds has to be increased and thereby satisfying even those small no of unsatisfied respondents. This one will make the customers to stick on to the NANDINI brand itself. this word has been very well kept up by BAMUL all these have done a great job by maintaining quality which has helped them to build a strong brand name called NANDINI.  The agents of NANDINI are playing a dominate role in bringing nandini products and set curds to the respondents and there by being significant I bringing sales and even in building a huge brand in Karnataka called NANDINI so considerable amount of interest should also be shown towards these agents.  The company BAMUL needs to have at its pricing strategy. To make it much more competitive with any other brands the company should make a certain arrangement so that the certain percentage of rebate is given to the customer who buys in huge quantities. 58 -- . A growing trend by which the company can succeed in winning customers confidence and satisfaction.CHAPTER – 5 SUGGESTIONS AND RECOMENDATION  Quality.  The company should also look in to consumer’s relationship management.  There were complaints regarding quantity of ghee as there was sometimes increase or reduction in the quantity. So company has to take proper measures.

 The BAMUL must take interest about packaging. Counters etc. it is better to open the counters or parlors.  The BAMUL must undertake the promotional activities like advertisement of its products. The company needs to have a constant touch and communication with the consumers and continuously needs. because many respondent not satisfying of set curds packaging.  In many areas there are no Nandini parlors. and develop an interest about Nandini set curds. or dairy. To get feedback from them and make necessary arrangements and corrections to cater the needs of customers. 59 -- .. in order to provide set curds to the consumers to provide for availability of Nandini products. so that the customers are made aware of set curds. in all areas.

By looking ahead. 60 -- . It has the monopolistic market in Nandini set curds and can be utilized fully BAMUL is one such organization where it is striving hard for its customer satisfaction. patterns emerge. the world becomes less random. This study was done to analyze the consumer behavior towards the Nandini set curds in Bangalore City. Primary and secondary data collected were analyzed in the light of objectives set for the study from the survey reports. It can be concluded that Nandini is one such brand which has entered the daily life of the consumers. which has to be improved and this should be made known to the consumer through advertisements. new threats are foreseen and avoided and new opportunities are identified and exploited. The future cannot be predicated.Conclusion The future of any business is tense. it was found that Nandini set curds was being rated the best with regard to the satisfactory levels among the customers. confronting the future and watching the trends unfold. The taste and quality of the Nandini set curds and milk products is an important aspect. all you can do is that systematically predict about it. There are professional practitioners who look ahead to the longer term and who believe that this skill can be achieved.

To under go the project work on “A STUDY ON MARKET POTENTIALITY OF NANDINI SET CURDS IN BANGALORE CITY”. Ambedkar Institute Of Technology. Hence please kindly cooperate by providing valuable information by filling up the following questionnaire.B.QUESTIONNAIRE Dear sir/madam I am LOKESH K S doing 4th sem M. 1) Name : 2) Age : a) 20-25 [ ] [ ] ] b)25-30 c)above 30 [ 3) Gender : a) male [ [ ] ] b)female 4) Address : --------------------------------------------------------------------------------------------------------------------------- 5) Phone no : -------------------------------------------------------------- 61 -- . Bangalore.A in Dr.

6) Occupation : Student [ Business [ [ ] [ ] ] ] Employees Others 7) When do you buy Nandini set curds? Morning [ ] [ ] ] Evening After [ noon 8) How many grams cup Nandini set curds respondents buy every day? 200gm cups [ [ ] ] 400gm cups 9) Are you aware of Nandini set curds? ------------------------------------------------------------------------- 10) If yes from whom? Advertisement [ [ ] ] Family Friends [ 62 -- .

] ] Retailers [ 11) How do you feel about the Nandini set curds? Excellent [ ] [ ] ] Good ] Satisfactory [ Poor[ 12) Which factor you consider while purchasing Nandini set curds? Quality ] ] ] ] Price Service others [ [ [ [ 13) Where do you purchase Nandini set curds? Agents [ Open market [ [ ] [ ] ] others ] Dealers 14) What is mode of payment for Nandini set curds? Cash & carry [ [ ] ] Weekly billing 63 -- .

Monthly billing [ [ ] ] others 15) Which are the factors you are satisfied with Nandini set curds? Price [ ] ] [ ] ] Service Quality [ [ Availability 16) What is your opinion about price of Nandini set curds? Reasonable [ [ ] ] Costly 18) Are you satisfied with advertisement given by Nandini set curd? Yes [ [ ] ] No 19) Are there any suggestion improve sales of Nandini set curds? ---------------------------------------------------------------------------------------------------------------------------------------- 64 -- .

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