“Study of consumer Perception about Verka products”

Submitted in partial fulfillment of the requirements for the degree of Master of business administration (2008-2010) affiliated to Punjab Technical University, Jalandhar

Project Guide Ms. Mandeep Mahendru Faculty of Management GJ-IMT, Mohali

SUBMITTED BY Gundeep Singh BBA-5th Sem. Roll No.:-8100132012




I would like to thank General Manager Verka Milk Plant, Mohali, for providing me this wonderful opportunity to work with ‘Roper Distt. Milk Producers Union Cooperative Ltd.’ I am extremely thankful to In-charge (Marketing MR………………. and entire marketing division for their invaluable support and inputs in this project. I extend my sincere gratitude to various respondents and citizens of Mohali who spared their valuable time and contributed to consumer survey.




I undersigned here by declare that the summer training project report submitted to my college Gian Jyoti Institute of management and technology. In partial fulfillment for the degree of master of business administration on “study of consumer Perception about Verka products” is a result of my own work under continous guidance and kind co-operation of our college faculty member Ms. Mandeep mahendru. I have not submitted this training report to any other university for the award of degree.




This is Certify that Mr. GUNDEEP SINGH BBA (IVth Semester) has successfully completed her project titled “Study of consumer behaviour about verka products” under the guidance of Ms. Mandeep Mahendru. This is in the partial fulfillment of her MBA curriculum (2008-2010)

Dated: Ms. Mandeep Mahendru (Project guide)


I got great opportunity to view the overall working of the organization. To fulfill this need. It was my fortune to get training in a very healthy company. the exposure of real life situation existing in a corporate world is very much needed. located in Mohali.In order to achieve positive and concrete results. it is very important to develop managerial skills . along with theoretical concepts. I have attempted to present a report covering different aspects of my training. I underwent summer training in VERKA MILK PLANT. In the forthcoming pages. this type of practical training is required. 5 .PREFACE For management careers.

however. Consumer behavior. They know quality service when they get it and they aren’t afraid of taking their business elsewhere if they don’t get it. It ends at a 6 . All these factors affect the purchase decision of the buyer and his perception about different products. in fact. growth and success. Most manufacturers have taken this fact to heart because a refusal to acknowledge this reality can spell . economic and psychological factors. Therefore consumer behavior lies at the heart of modern marketing and its knowledge is vital for a firm’s existence. Buying decision process incorporates all the activities that individuals go through in their role as consumers. Satisfaction of customer needs. is a complex system where there is an interaction of various social.failure rejection by the one who holds the purse strings and the key to profits. 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. An understanding of the motives underlying the consumer behavior helps a firm to seek better and more effective ways to satisfy consumers.EXECUTIVE SUMMARY Customers today are more informed and more demanding than ever. provides a rationale for the firm’s existence.

Contents Page No.2 Objectives 1. 3. 8.juncture when the product has been used for a sufficiently long period of time to judge the level of satisfaction (post . 15-37 38-41 42-48 49-61 62-63 64-66 67-71 72-73 74-78 7 .3 Company Profile (Verka) Review of literature Research Methodology Data analysis & Interpretations Conclusion SWOT Analysis Suggestions and recommendations Bibliography Annexure 2. 1. TABLE OF CONTENTS Chapter No. 8-37 8-14 Introduction 1. 9. 7. 4. It ensures customerloyalty and determines whether a customer would come to the company again. Satisfaction is the key to generate repeat business.purchase evaluation). 6. 5.1 Industry profile (Milkfed) 1.


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. MILKFED Punjab has continuously advanced towards its coveted objectives well defined in its byelaws. The setup of the organization is a three tier system. Milk Producers Cooperative Societies at the village level.1. Although the federation was registered much earlier. when we look back. Milk Unions at District level and Federation as an Apex Body at State level. 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.1 MILKFED-PUNJAB (Introduction) The Punjab State Cooperative Milk Producers’ Federation Limited popularly known as MILKFED Punjab. 9 . Today. we think we have fulfilled the promise to some extent.

7. 4. To provide technical inputs for enhancement of milk production on the other hand. To provide remunerative prices to milk producers by value addition and marketing of produce.1. To promote the organization of primary societies and assist members in organization of the Primary Societies. 9. To establish research and quality control laboratories. plants. To carry out activities for promoting production. and 10 . 6.2 Objectives of MILKFED 1. procurement processing and marketing of milk and milk products for economic development of the farming community. To purchase and/or erect buildings. 5. machinery and other ancillary equipment to carry out business. To market its products under its own trade name/brand name with its Member Union’s trade mark/brand. To study problems of mutual interest related to production. To make necessary arrangements for transfer of milk allied milk products and commodities. procurement and marketing of dairy and allied products. 3. 2. 8.

supply of quality cattlefeed. For producing quality technical services MILKFED has established its own two cattle feed plants having capacity of three hundred metric ton per day. MILKFED is providing technical input services like animal healthcare. MILKFED has not only established new mile stone of providing services to Dairy farmers but scaled new heights in delighting esteemed customers also. 4. at the door steps of the dairy farmers under its Productivity Enhancement Programme. 3. fodder seeds etc. MILKFED has launched its own interactive Website on Internet for its prospective customers which can be accessed by clicking http//www. Punjab were accedited with ISO9002 and IS-15000 (HACCP) Certification. 11 . 8 Milk Plants and 2 Cattle Feed Factories of MILKFED. In view of today's interest of consumers in getting quality and safe products.nic.milkfed. During the last 3 years. 1. 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. 5.ACHIEVEMENTS On the basis of quality with efficient administration.

3. However. Critical analysis of Milk fed Corporate Focus MILKFED is serving the cause of Milk producers of the state in collaboration with National Dairy Development Board by increasing the number of functional MPCSs from 4642 in 1990-91 to 6248 in 2000-01 and their membership rose by 90000 from 2. Strength/Care Competency/Opportunities: MILKFED earned a net profit of Rs. rehabilitation plan of sick Milk unions has yet to reach the implementation stage.53lac during the same period.6.63lac in 1991 to 3. Its core competency in marketing of Milk &Milk products by creating a marketing infrastructure is serving a social purpose by providing income to land-less laborers small and marginal farmers scheduled caste families and households 12 . This has resulted in increase of milk procurement from 1438lac in 1991 to 3371lac liter in 2000-01. MILKFED introduced liquid milk in new design packing with Mnemonic Symbol of Co-operative Milk in all the District Milk Unions.19crore in 2000-01.

cooperative Milk union’s structure of MILKFED is losing its commercial viability over the last two years by restricting itself to the sale of Milk and Milk products only and not exploiting its well developed procurement sale and supply distribution channels to market fresh vegetables and fruits along with processing and procurement of oil seeds.headed by women having just one or two cattle only as nearly 90% of the member of Milk producer’s Cooperative Societies belong to these categories (Annexure 20) “Operation Flood” programmed of dairy development is implemented by it in the state. plants and full exploitation of its marketing strength in procurement and marketing network is the need of the hour. Their combined accumulated looses are Rs. MILK VISION 2004 to stabilize the gap between Milk procured during peak seasons and lean season has been drawn by MILKFED to optimally utilize Milk plants for reducing their losses.76. MILKFED is a vital mechanism for more them one reason in the Punjab context. Restructuring/revival Export Ropar and Ludhiana Milk unions the remaining 9 unions are incurring losses.00crore.2.33crore as on 31-03-2001. Model diary farms in collaboration with Technology information and Assessment Council (TIFAC) are being developed by it at a capital outlay of Rs. To make these plants viable and socially sustainable the introduction of latest technology in Milk. This way. Moreover. First and 13 .

foremost it is engaged in raising the viability of Agriculture of the small/marginal farmers. It is therefore of utmost importance that the Government of Punjab make its due contribution for the purpose of leveraging finances or the National Dairy Development Board and other cooperative institutions.wheat rotation by encouraging the cultivation of better seeds vegetable. If necessary Government should get District Milk Union Cooperative so that hitherto slow extension is intensified and the maximum potential for cost reduction is achieved. Landless labors. Fruits and eventually oil seeds and meat products. families with no male earners and the scheduled castes. 14 . Infect. The other important reason for Government to support this activity even by subsides to induce a shift out of the paddy.

Verka Milk Plant PHASE 6. Curd.1.3 INTRODUCTION & GENERAL FEATURES OF MILK PLANT MOHALI NAME: ADDRESS: Verka Milk Plant. Ghee. Cheese. Mohali RAW MATERIAL: PRODUCTS: Milk. Milk powder. Pasteurized milk. 15 .

Co-operative Milk Producers Union Ltd. In the beginning 13 societies became its members. The union is working under the laws of act. Initially the societies of Barnala circle were started. Its name was registered as “The Sangrur Distt. WORKING HOURS: TOTAL WORKERS: Capacity 24 hours (3 shifts). PROFILE OF THE UNIT The elegant building situated on Patiala road just before we enter Sangrur is that of Milk Plant owned by The Sangrur District Co-operative Milk Producers Union Ltd. It started its production in 1979. Uma Shanker Dixit in 1973. Initially its office was situated on the upper side of co-operative bank of Barnala. Its foundation stone was laid by India’s Home Minister Mrs. It has been registered under Punjab Cooperative Societies Act 1961 on 24 March 1973. Sangrur”. At that time Milk Plant Sangrur was not existing. But this union started as milk procurement from 1974. This union started its milk procurement from March 1974. 1 Lakh Ltrs per day. after this it was expanded and 16 . Sweet flavored milk.Milk Cake. 163.

For the purchase of this machinery 70% of loan was taken from NDDB and 30% loan from government in the form of subsidy. At that time this union collects milk from other societies and to Horlicks. The location of the stores department is carefully planned out 17 . By this loan a milk plant was established. The total investment in the plant was 6.centers were approved at Dhuri and Malerkotla. A project report of Milk Plant Sangrur was made at that time with shares from different societies were to be collected and it includes Rs 100 share money and Rs 5 admission fees. After that the union was strengthened and milk producers got benefited by this union as they were getting reasonable rates for their from. Before it.5 crores. except Horlicks there was no major buyer of milk and Horlicks was a private concern giving low rates. the union had taken loan of worth Rs 62 lack from Co-operative Development Corporation. After few years a drier was installed with a capacity of 10 tones. LOCATION AND LAYOUT In the milk plant there are hard receiving departments: Production and Engineering.For the smooth running of the plant. It started milk of 45000 liters per day in December 1979 further it was expanded with the help of National Diary Development Board at ANAND under the “Operation Flood” programmed. 15 lack Rs were to be collected and in this manner and the share of government was fixed at Rs 40 lack.

The store is divided into racks which are further sub- divided into small spaces allocated. The societies which are far away from milk plant. boiling. powder plant and workshop. REGISTERATION OF THE SOCIETY AND THE MEMBERS: 18 . Special attention is paid to storage of material which is liable to leakage or evaporation and deterioration. admirals and handling devices for keeping the material and equipments properly. After chilling the milk these centers send milk to the milk plant. There are shelves. the four milk chilling centers are established for them. otherwise milk can become sour or curd. 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.and it is housed in a position which is very near to production department so that transportation charges are minimum. It is also easily accessible to all other departments like engineering. Shortest milk routes are preferable so that milk reach to plant in same condition. SELECTION OF ROUTES: Routes are selected for the delivery of milk through these societies. refrigeration. The layouts of plants store is properly planned. racks.

e. January and February. 2001. In this season the procurement of milk is maximum i. 25000 liters per day. December. MILK PROCUREMENT IN LAST 7 YEARS: Year saver age milk procurement per day (in liters) total milk handling.e. 65000 liters. Then the actual milk collection starts. April. In this season milk is available in very low quantity i. MILK PROCUREMENT IN DIFFERENT SEASONS Milk Plant Sangrur procures milk in three seasons. the months of November. June. The most awaiting season is flush season i.85000 liters per/day 2002.e. the months of May. September and October. In this season the procurement of milk is about 50000 liters per day.e. the months of March. The second season is mid-season i. Its members are also registered and given members pass books and share certificates. A copy of rules and regulations are also given to them.e. July and August.When a society is fully formed for the collection of milk it is registered under the registration act of societies.80000 liters per/day 19 . First comes the lean season i.

60000 liters per/day 2008.70000 liters per/day 2004. All these are divided into six main centers which are as under: LOCAL SANGRUR MALERKOTLA SEHNA MEHAL KALAN CHANGALIWALA SANDHORE 140 50 30 30 30 20 20 .62000 liters per day MAIN CENTRES AND THEIR BRANCHES: About 300 milk producing societies come under Milk Plant Sangrur which is operating in the whole Sangrur district.75000 liters per/day 2005.70000 liters per/day 2006-65000 liters per/day 2007.2003.

In production plant Ghee is prepared from cream after its separation from milk. Production is an internal act of producing something in an organized manner.(A) MILK PROCUREMENT PER DAY NAME OF THE SOCIETYMILK PER DAY (in liters) Local Sangrur 40000 Sehna 8000 Mehal Kalan 5000 Chanhaliwala 7000 (B) PRODUCTION Production is the foundation on which every organization is built. In powder plant Skimmed Milk Powder is prepared from spreta milk which comes from production department. Here pasteurized milk is also prepared. These are called: 1. In milk plant Sangrur two different plants are established for the production of Ghee and SMP. In addition to it there are arrangements for filling sweet milk bottles. material and equipment. Sometimes milk cake is also prepared according to its requirement. 2. Production plant. It is the fabrication of a physical object through the use of men. Powder and Ghee are made only in flush season when milk is 21 . Powder Plant. Thus the basis of production is the transformation of inputs into goods and services.

In months of May. caustic soda and salt are added to thicken the milk.available in large quantity. June. (C) QUALITY CONTROL Quality control includes techniques and systems for the achievement of the required quality of the raw material as well as final products. August is done. Urea. (D) ACCOUNTING : 22 . 2. Sometimes pure milk is separated. Synthetic milk is added to pure milk to increase the quantity. Consumers remain obvious to the various ways and means adopted by milk vendors to adulterate milk. 4. Here are some eye openers: 1. sometimes glucose is made here on contract basis. 3. Milk powder is also used for thickening and usually the powder used is sub-standard. In lean season production fails because of nonavailability of milk. Most often milk vendors adulterate the milk in such a way that normally consumers are to be fooled. the cream is removed and the skimmed milk powder is added to it.

Accounting is the art of recording. and in terms of money transactions and events which are in part at least of financial character and interpreting the results thereof. The bills are prepared by accounts branch according to 10 days milk purchase from producers and societies. Milkfed markers a wide variety of products liquid milk. Like this to maintain the accounts of milk and milk products sold by the union and to receive the payment for goods sold to consumers. classifying and summarizing in a significant manner. skimmed milk powder and many more. In milk plant Sangrur this section performs the functions of maintaining the accounts of stores material and milk products by union and to make payments at right time. (E) MARKETING Milkfed Punjab is serving nationwide consumers through its network of regional offices and strong distribution channels. concerned sections and branches. It is the duty of this section to maintain the accounts according to rules and regulations mentioned by Registrar Co-operative Department and to follow the restrictions and suggestions imposed by auditor. ACHIEVEMENTS 23 .

Milk Plant is also providing regular health coverage by running 2 vet nary routes and 55 Artificial Insemination Service Stations at Society level. Supply of Improved Varieties of Fodder Seeds: - 24 . Animal Health Care & Other Technical Inputs: In addition to Organizing the remunerative Milk market system Through milk producers cooperative societies. ISI Type. Four types of cattle feeds are being supplied i.000 Lt. of milk per day through 19 Milk routes in the Flush Season. lay inseminators are trained who are in-turn. doing Artificial Insemination at the door steps of Dairy Farmers.Milk Procurement: Milk Plant procured about 55.e. Genetic Improvement of Milch Animals Under this. High Energy. Supply of Balanced Cattle Feed: Special attention has been paid to the supply of balanced cattle feed to the milk producers so as to enhance the milk production. Bye Pass Protein Feed & Buffalo super feed to meet the requirements of Milk Producers.

Pasteurized Milk. The main objective of the program is to improve efficiency of Plants coupled with loss management to bring down the cost of production. the unit is automated and has the capacity to grade 16 million tons of fodder seed per day. Milkfed established its own seed processing unit in 1985. improve the quality of milk and milk products manufactured to ameliorate the general hygienic and house keeping standards and above all to enhance the profitability and financial viability of the Milk Plants to enable milk producers to get better price for their produce. MAIN PRODUCTS MANUFACTURED BY MILK PLANT The main products which are manufactured by the milk plant Sangrur are as under: 1. 25 . Ghee. Quality Assurance Program: Quality Assurance Program (QAP) which is a part and parcel of Dairy Plant Improvement Program (DPIP) was taken up in Ludhiana Milk Union with the Technical guidance from NDDB.Cows does not produce ample milk without ample fodder. Milkfed has worked t provide the farmers high yielding forages at low cost. Through research and seed-farms. Fodder Development activities initiated by Milkfed have created a good demand for improved fodder seeds in Punjab. 2.

The salesman is an extremely important link in 26 . 5. it is important to have a qualified and expressed sales force with leader who can plan. MARKETING DEPARTMENT According to Prof. organize. Phillip Kotler”Marketing is the human activity directed as satisfying need and wants through the exchange process”. Milk Powder. 4. Sweetened Flavoured Milk (PIO). 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. To carry out selling functions. direct and control the selling job objectivity. 6. Cheese. Milk Cake. Marketing process starts even before the goods go into production. 7. It does not end with sale but continues till the satisfaction of consumer is obtained. Curd.3.

10000 Part time booths Rs.the claim of distribution. The plant has own distribution network for the sale of products. 5000 Full time booths Rs. Dealers” meeting is called once in every six months. FOR INTERNATIONAL MARKET: 27 . B. C. Milk products are marketed to bring up country markets through out India on consignment basis. It is sometimes said that salesmanship is the other name of persuasion. 3000 Institutions 45 days advance payment MARKETING MEASURES FOR DOMESTIC MARKET: For domestic market following measures are taken up by marketing personnel: A. MARKETING STRATEGIES Section of Milk Booths/Agencies Security Money Refundable Agency Rs.

DOMESTIC MARKETING ACTIVITIES The domestic marketing activities are performed on the basis of Demand and Supply. Demand for milk and milk products are received in two ways: Through TelephoneAny demand or change in demand is received between 9:30 am and 2:00 pm. Requirement is given by customers in the letter of credit. Quality should be mentioned.For Export following measures are taken into consideration: A. About 70% of milk is distributed in the morning and remaining 30% is distributed in the evening. 28 . Through SupplyMilk booths collect demand according to milk supplied to the agencies. B.

pricing. Marketing is the process of planning and executing the conception. if any cash balance remains with the union that is admitted in the meant supply payment.PAYMENT AND BALANCE SYSTEM Since agency is required to deposit one day advance payment separately for morning and evening. 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. RETURN OF MILK If milk is found leaked. promotion and 29 . It is taken back from dealers only at the time of delivery. For institutions 45 days of advance payment against their demand is collected union.

Sangrur. nobody comes to know about the product. Mohali and its average sales are Rs 5 lakh per day. 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.O. The prices of all the products are determined by the H.. a milk bar is opened outside the main gate of milk plant. goods and services to exchange that satisfy individual and organizational objectives. Some milk products like liquid milk. ADVERTISEMENT AND SALES PROMOTION The advertisement and sales promotion of every product is necessary. Milk cake.M.distribution of ideas. are sold through local dealers in the district. S. charges 3% commission on sales made by milk plant. For the local sale of milk and milk products. Every organization 30 . and their retail price through out India is same H.F. Then it gives orders to plant which has large stock to supply products to other plants so that stock can be absorbed quickly. Ice-cream etc. Cheese.O. Without this.

and Barnala as well as in Sangrur.whether it is small.Sunam. Advertisement of Verka products is also shown on Local Cable Networks of Chandigarh. for selling its products. It is said "sell yourself before you sell the product". Verka milk plant has also adopted some policies for the sale of its products. Trucks.ropar and many more cities. There is a facility of free training of testing milk to the societies so as to make more customers. The above saying is measuring to create one’s own confidence in the minds of customers so as to ensure sales. medium or big has to do some type of advertisement. 31 . With the adoption of such policies sales have increased in Dhuri. It has its own Vans. Pamphlets are also being distributed door to door. SALESMANSHIP GUIDE Certain guidelines and motto are being told to the salesmen for meeting the customers’ desires and wants.Mohali. There are also some benefits which are being provided to the dealers. Various guidelines are as follows: 1. 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. and Jeeps etc.

DISTRIBUTION CHANNEL MILKFED 32 . You should be pre-determined in your mind of items.2. Your expertise is your success. Over convincing never pays single facts convince better. 6. Your sincerity and capability in convincing is your performance for success. size to be sold to the customers after stock. Always remember that customer is more intelligent than you. Don’t display all of your varieties because customers generally have the habit of asking “more”. 8. 7. 3. Don’t indulge in giving guarantees if wear and tear. 4. 5.

COMPANY WHOLESALER RETAILER CUSTOMER PRODUCT OF VERKA Milkfed has formulated company specifications for its milk & milk products 33 .

It is packed in half ltr. Verka is part of their daily life. under refrigerated condition if 34 .to provide standard and quality of products to consumers. Cheese Icecream & Sweets Butter SFM(Pio) Milk Powder Rasella Now Verka has arrived on the sheer strength of its quality. Its length of shelf life is 48 hours under refrigerated conditions.. It shall be kept under refrigerated conditions. 1. Kheer. It may be used as such or for milk based preparations. freshness and purity and of course its home made taste and its products being of most affordable prices.Mohali. Special distribution control is needed. To people today.. Liquid Milk Pasteurized Pouch Packed Milk:- It is pouch packed milk. Milk Ghee Curd.kharar and ropar areas. It is sold in arid around Chandigarh. Pouch.

5 Kgs. Ghee:- Ghee may be defined as clarified butter fat prepared chiefly from cow or buffalo milk. Whole milk. The product can be used on roti/pranthas or can be used as cooking other material for food. bulk pack in tin. etc. It comes in packing of 200 gms. It can be stored for 1 year before use. 500 gms.. Verka Milk Plant is preparing three types of milk pouch :- Standardized Milk 2. 2 Kgs.transported to very long distance. & 15 Kgs. It is preserved at ambient temperature for one year. 35 . defatted or skim" milk may be used for drying. 3. It is packed on 500 gms. Toned Milk Double Toned Milk 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.

Butter may be defined as a fat concentrate which is obtaining by churning cream. 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. This comes in packs of 10 gms. No special distribution control is needed. Verka Lassi is very popular. 5. gathering the fat into a compact mass and then working it. with or without the addition of common salt and colouring matter. It comes in the 200 ml.It is sold anywhere in Punjab and abroad also. And 500 gms. It can be kept under refrigeration for three months. Butter: . specially in Punjab and it is also liked by the people of other states. 100 gms. 36 . 4. tetra pack. 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. Lassi:- Lassi.

tetra packs. Malai Kulfi. 8. It is sold in and around Punjab and upcountry market mainly Delhi. Malai Kulfi made with milk. SFM:- It is known as Sweetened flavoured milk or bottle milk. The product used in the form of drinking sweet milk. with or without colour and with the incorporation of air during the freezing process. 7. bottle.e. It is preserved at ambient temperature.6. The length of shelf life of product can be held far three months under ambient temperature. together with sugar and flavour. 200 ml. Choco bar and Mango bar. Choco bar contained chocolate and Mango bar kulfi contain mango flavour. malai and Crushed nuts. Ice Cream:- Ice Cream may be defined as a frozen dairy product made suitable blending and processing of cream and other milk products. There are mainly three types of Verka Kulfies i. It is packed in 200 ml. Paneer:- 37 .

For consumer pack and 5 Kg. It can also be used as an ingredient for making Indian Sweets and paneer based dishes.Paneer refers to the small sized soft cheese. The pack size is 200 gms.not . by a harmless lactic acid or other bacterial culture. The product is packed in poly film bags.fat as the milk for which it is prepared. Curd/Dahi:- Dahi or curd is the product obtained from boiled milk by souring. 9. It should have the same percentage of fat and solids . It is preserved under refrigerated condition for 20 days from the date of packing. The product can be consumed as such or can be fried and consumed. natural or otherwise. Capacity in bulk pack as agreed by contracted buyer. 38 .

i) Mango Raseela and ii) Pine apple Raseela. Raseela:- Raseela is a very popular product of Verka which was launched in 1995. 39 . tetra pack. Mango Raseela is prepared from mango pulp and Pineapple Raseela from pineapple pulp. It comes in two flavours . These are coming in 200 ml.10.


Kathirvel and Dr.V. N Chandersekaran (2008) Indian journal of marketing The researcher research on the topic “CONSUMER BEHAVIOUR AND BRAND PERFORMANCE TOWARDS THE ONIDA T. graphs and pie charts. N.V” the objective of the research was to study consumer satisfaction and brand loyalty of the respondents toward the Onida T.Dr. Arvind Kumar Yadav and Mr. Primary data has been collected from the existing customers of SBI. Data collected has been analyzed by researcher through tables. Dr. For this researcher collected primary and secondary data from the sources. Suman Yadav (2008) Journal of IPM Meerut The research on the on the topic “CONSUMER SATISFACTION IN SBI” the objective of the study is to made analyse with regard to the assessment of services provided by SBI to the customers. By the researcher found that the expectations of customers of SBI are met to a limited extent. The research methodology adopted by the 41 . The research methodology used by researcher includes collection of primary and secondary data.

V Rangeswara Reddy (2009) Indian journal of marketing The researcher research on the topic “CUSTOMER SATISFACTION OF NOKIA MOBILE HANDSET USERS” the objective of the research is to study the satisfaction level of the customers. J. Study also certifies that consumer behavior is unpredictable one in any kind of the market. The researcher founded that favorable appreciation response was received from the customers. correlation. percentage. arithmetic mean. charts. For this researcher collected primary data and analyse it with the help of tables. but instead have approached the issue from the overt 42 . bar graphs and pie charts. Empirical studies in economics and marketing have not specifically focused on this consumer characteristic. It is also concluded that the consumer is influenced to buy nokia due to its brand image and also the satisfaction level of customers of nokia is high as compared to the others handsets in market. The researcher found that the product awareness about the nokia product is high as compared to others. and variance. Steen amp (1991) studied the Consumers' variety seeking tendency (intrinsic desire for variety) is recognized as an important characteristic that influences consumers' electronic choice behaviour.researcher includes chi-square test. awareness of customer about the products and to predict the consumer behavior.

and wanting produce tested for freedom from residues would have a higher Propensity to prefer OGP. intrinsic desire for variety cannot be validly derived directly from observed behaviour. a measure specifically tapping this consumer characteristic is required. and competitive pricing are the most important factors that would enhance the marketing potential of OGP 43 . The study suggests that testing and certification. consumers who are white. Results suggest that consumers who are nutritionally conscious. concerned about the use of pesticides. better-educated. Given the great many factors that may underlie variation in behaviour. In this paper a scale (VARSEEK) for measuring consumers' variety seeking tendency with respect to foods is developed. Instead. and have large families are more likely than others to tolerate sensory defects. Among the potential buyers.behaviour side. The construct validity of this VARSEEK-scale is investigated extensively and managerial implications are discussed H. sensory qualities.k mukharje (1995) studied that two-equation bivariate probit model was formulated to analyze simultaneously consumers' preferences and attitudes toward organically grown produce (OGP).


changing dynamic field.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. INTRODUCTION According to Prof. retailers. Sunam have been selected for research. collection. The total analysis is based on the internees from the question put on before my sample size. thousands of new products including those of entries of new industries such as automobiles. design. analysis and reporting of the data and finding relevant to specific marketing situation facing the company”. Phillip Kotler. A research of this can’t be done all once throughout large area in a limited time so Sangrur. The eventual objective is to suggest some recommendations to the company so as to enable them to increase their market share. wholesalers. One in analyzing my samples follows no conventional method. Marketing is restless. 45 .”Marketing research is the systematic. Since 1920 many important and dramatic changes have taken place in marketing.

The market orientations have changed from production to market. To ascertain rescannable price of Verka products. textile. walk product etc.electronics and computer. have appeared in the market. To ascertain the best product of Verka brand. 46 . Following are the problems and objectives which are to be defined: # # # To ascertain the frequency of using Verka product. . STEPS OF MARKETING RESEARCH PROCESS:DEFINING PROBLEM AND RESEARCH OBJECTIVES DEVELOPING THE RESEARCH PLAN COLLECTION OF DATA PRESENTATION OF THE FINDINGS The first step of marketing research is defining the problems and research objectives.

packing etc. sampling etc. Primary Data:- Personal interviews are conducted which enable collection of oral verbal response. search instruments. While designing a research plan we have to take decisions regarding data sources. There are two plan contact methods which are as follows: A. This is fact to face contracted with structured or sometimes even unstructured patterns. search approached. DATA SOURCES There are two types of data sources: 1. DEVELOPING THE RESEARCH PLAN The second step of marketing research process calls for developing the most efficient plan for gathering the needed information. To know the competition level faced by Verka products in the To know the opinion of people about Verka products regarding market. This helps in obtaining indent information.# # # why people prefer Verka products. To know about sales pattern. 47 .# its taste.

RESEARCH APPROACH Survey Method :. SAMPLING PLAN After deciding on the research approach and instrument. financial documents referred. The majority of questions are close ended.Survey are best suited for descriptive research companies which undertake surveys to learn about peoples’ knowledge. RESEARCH INSTRUMENT Questionnaire A questionnaire is prepared and used to collect the information. preferences. D. Secondary Data:- Secondary data can be obtained from different Milkfed magazines and annual reports. tastes. demands etc. C. satisfaction etc.2. we must design a sampling plan. beliefs. Questionnaire is distributed to people to know about their preferences. This plan calls for three decisions: 48 . This is one of the easiest methods of collecting information. While observation and tours are best suited for exploratory research which is not the case of our study. B. to measure these magnitude in the general population.

3. F. Sampling Unit:- Here we define what is to be surveyed i. In our research personal interview is the most convenient and reliable method. Sunam. Sampling Procedure:Area sampling is using because it is not practically possible to visit all places of India therefore Sangrur. In our study 100 customers were surveyed in Sangrur. COLLECTION OF THE INFORMATION:- 49 . 2. CONTACT METHOD:- In this decision is taken that how the object should be contacted i. Sunam chosen for survey. telephone. the target population that will be sampled.1. E. In our case the general public in cities and towns come under the sampling unit.e. whether by mail questionnaire. interviews.e. Sample Size:Large samples give more reliable results.

Here all knowledge of the researcher about that field comes to test the ingenuity of the research. I also got a lot of exposure about the market.The data collection phase of the marketing research is the most expensive and most error prone process. Limitations of research:1) Due to sangrur being a large city. 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. it was not possible to interact with people from all over the city or even district. The present study undertaken is descriptive in nature and in this study questioning people with regular expertise in that are being used. The researchers personally go to customers to collect the reliable data. 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. There can be error as some respondent can give biased or dishonest answer for the collection of the information. 50 . Here I got the experience of working professionally and independently on the road which gives some taste of practical marketing.

5) There is no measure to check out whether the information provided by the consumers is correct or not.4) Interaction with dealers was also difficulty as they were busy with their customers most of the time. 51 .


25% says they use dairy milk and rest 41% says they use milk brought by milkman. 2: How you ever used Verka Products? Answer Yes No Percentage 60 40 53 .Packed Dairy Milkman 34 25 41 Milkman 41% Packed 34% Dairy 25% Packed Dairy M ilkman Interpretation: According to 100 respondents 34% people says that they use to use packed milk.

3: From the following which Verka products you have used? Products Milk Ice-Cream Lassi All & Others Percentage 55 25 5 15 Percentage 60 50 40 30 20 10 0 Milk IceCream Lassi All & Others Percentage 54 ..Percentage 40% 60% Yes No Interpretation: According to 100 respondents 60% people says that they use to verka product and 40% people do not use verka product.

4: Since when you are using Verka milk Product? Percentage 57 34 9 Percentage 9% 1 34% 57% 1-5 More than 5 Time in Years 1 1-5 More than 5 Interpretation: According to 100 respondents 57% people says that they are using the milk product last one year.Interpretation: According to 100 respondents 55% people says that they use to use packed milk. 25% says they use ice cream and 5% says they use verka lassi and rest are 15% used other product of verka. 34% from 1 to 5 year and 9%people using the milk more than 5 year.. Q5: Do you think whether the price is reasonable for Verka milk products? 55 .

6: What do you think about the packing of the different Verka products? Answer Good Ok Satisfactory Percentage 68 8 9 56 .Answer Yes No Percentage 45 55 Percentage 45% 55% Yes No Interpretation: According to 100 respondents 45% people says that the price of verka milk product is reasonable and remaining 55% people says that the price is not reasonable.

9% says satisfactory and remaining 15% says that the packing of verka products are poor so according to this analysis packing is good. 8% people says that packing is ok. 7: In your opinion taste of the Verka products are? Answer Good Average Satisfactory Poor Very poor Sa Percentage 64 8 18 10 0 57 .Poor Very poor 15 0 Percentage 80 60 40 20 0 er ag e y tis fa ct or G oo Po or d Percentage Av Interpretation: According to 100 respondents 68% people says that the packing of verka products are good.

8% says that its taste is average. 18% people satisfactory with this and 10% people says that the taste is poor.Percentage 80 60 40 20 0 er ag e ry G oo d tis fa ct o Po or Percentage Av Interpretation: According to 100 respondents 64% people says that the taste of verka product is good. 8: What is your opinion about the quality of the various Verka products? Answer Excellent Good Satisfactory Poor Very poor Sa Percentage 13 51 26 10 0 58 .

Percentage 60 40 Percentage 20 0 Excellent Good Satisfy Poor Interpretation: According to 100 respondents 13% people says that the quality of verka products are excellent.88 30. 51% people says that the quality is good. Services Excellent Good of verka (5) 36 35 37 Average Poor (3) (2) Very poor Total average 429 408 367 Relative (4) 8 8 51 weighted % 35. Likert scale For comparing verka products with Today & Amul with respect to likert type scale has been used. 26% people satisfy with this and remaining 10% people says that it is poor.48 Packing 68 33 32 Taste 64 31 quality 13 rela tive % 30 29 28 27 packing taste 34 (1) 9 15 0 12 10 0 by 26 services of verka preferedToday 10 0 custom as compared to er m & Amul ilk quality s ervic provided by verk es a 59 .63 33.

0% of facts? Yes No 63 37 60 .Note:. And respective responses were multiplies with their corresponding weight to get total weighted average and then their relative percentage was calculated. 9.Responses of excellent were assigned weight of (5) good responses were assigned weight of (4) responses of average (3) and responses of poor and very poor were assigned weight of (2) and (1) respectively. Are you aware that full cream milk is the best for growing children & sports person as it contain 6.

0% of facts and rest 37% says that they are not aware that full cream milk is the best for growing children & sports person as it contain 6.No 37% Yes 63% Yes No Interpretation: According to 100 respondents 63% people says that they are aware about that full cream milk is the best for growing children & sports person as it contain 6. 10: Have you ever seen the advertisement of the Verka Products? Percentage 24 76 Answer Yes No Percentage 24% Yes No 76% 61 .0% of facts.

35% people buy as a health tonic and remaining 20% buy verka products only for enjoy. 18% people buy during break time. 11: When you like to buy verka products? Percentage 27 18 35 20 Answer During Traveling For Break As a Health Tonic For Enjoy Percentage 40 30 20 10 0 During Traveling For Enjoy As a Health Tonic For Break Percentage Interpretation: According to 100 respondents 27% people says that they like to buy verka products during traveling. 62 . As clear from analysis mostly people have not seen the verka advertisement.Interpretation: According to 100 respondents 76% people says that they have not seen the verka advertisement and 24% says that they have seen the advertisement.


Marketing Research Project on Rural Marketing gave me an opportunity to be exposed to the farmers who were the members of various Milk Producers’ Co-operative Societies and to know about them. which helped me to brush up my knowledge and skills. It gave me an opportunity to see working an organization and to be a part of it. MOHALI gave me an opportunity to apply my skills and knowledge. 64 .Conclusion Working at Verka Milk Plant. It was an amazing experience with learning all the way. which I had gained previously.


Brand Loyalty among the rural people for Verka products. quantity and availability is also strengthen the dairy business. Lack of proper distribution system in rural areas. Lack of proper advertisements by the plant. Lack of proper marketing network in rural areas as like in urban areas. 66 . Faith on Verka products by the rural farmers. Good brand image of Verka products in the minds of rural people. etc. 2. 3. 3. WEAKNESSES :- 1. glow signs. price.SWOT ANALYSIS STRENGTHS:- 1. Rural people satisfaction with quality. 4. such as posters. 2.

4. They will be interested in manufacturing milk products which yield high profits. THREATS:- 1. 3. Growing demand for milk and milk products. By product utilisation for import substitution. 3. Poor quality of milk. Very high rates of products such as bottle milk for Rs. Greatly improved expert potential for milk products of western as well as traditional types.15 for 200 ml. Proper utilisation of available resources to decrease the per unit cost. 2. It will create milk shortage in the country adversely affecting the consumers. 67 . Introduction of foreign products in Indian market. OPPORTUNITIES:- 1. The liberalisation of Dairy Industry is likely to be exploited by multi -nationals. 2. 4.

CHAPTER NO .7 SUGGESTION AND 68 .4. Export of quality feed under the liberalisation policy.


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. Kheer is available in 125gm pack. It can be targeted in health conscious people. RECOMMENDATIONS REGARDING PLACE 70 . Different punch lines should be designed for different variants. verka smart double toned milk is offered recommended by doctors to heart patients. Plain lassi which comes in one litre pack only should be available in smaller packs like 250ml or 500ml. This will help in formulating advertisement strategy and reaching the targeted customers.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. For example. Variants name should be printed on the packs in such a way that they are clearly visible to the consumers.

Milk consumer values from delivery and a lot of distributors are already providing this facility. 71 . 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. Shortage of products is seen in Sunam so distribution network should be improved for the same. 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. Milk plant should think of giving extra commission to its dealers for ensuring such facilities. Monthly meetings will help in improving the relation with dealers. 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.

Special programs highlighting supply chain of milk producers ‘ cooperatives 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 visits and 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.




Brochure/booklet/magazine Verka milk Plant, Mohali Kothari C R, “Research methodology” Second Revised Edition PublishersNew Age 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.



Kind/source of milk purchased? Packed 77 . I request you to fill this questionnaire & I assure that this data will be used only for study purpose & it will be kept confidential.. Telephone No: …………… 1. Name: Address: …………….ANNEXURE Dear Sir/Madam I am a student of.. GJIMT. MOHALI conducting a marketing survey on “study on consumer behaviour about verka products I”. …………..

since when you are using verka milk products? One year 1-5 years More than 5 years 78 . From the following which verka products you have used? Milk Ice cream Lassi All & others 4.Dairy Milkman 2. How you ever used verka product? Yes No 3.

Do you think whether the price is reasonable for veka milk products? Yes No 6. In your opinion taste of verka products are? Good Average Satisfactory Poor 8. What do you think about the packing of different verka products? Good Ok Satisfactory Poor 7. What is your opinion about the quality of the various verka products? Excellent 79 .5.

Have you ever seen the advertisement of verka products? Yes No 11. When you like to buy verka products? During traveling For break As a health tonic For enjoy 80 .Good Satisfy Poor 9.0% of fats? Yes No 10. Are you aware that full cream milk is best for growing children & sports persons as it contains 6.

81 .

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