A Project report submitted in partial fulfillment of the requirement for the degree of

Submitted to:

Submitted to:Mr. Parvinder Singh

Submitted by: Amritdeep Singh MBA (Sem. 3rd) 1173361


This is to certify that Mr. Amritdeep Singh of our Institute has carried out a study on “CONSUMER BUYING PATTERN TOWARDS VERKA BEVERAGES”, under my guidance.

Prof. Parvinder Singh GGNIMT Civil Lines, Ludhiana

Date: Place: Ludhiana.

The most motivating aspect associated with pursuing a course in management or business studies is dynamism with it. Dynamism of adding new perspective to one‟s personality & vision by accumulating wider knowledge developing analytical & conceptual skills, not only by traditional way of teaching & learning but by observing the things at work.

The assignment one gets in the form of projects, seminars, term papers gives a considerable exposure to students & provides them with an opportunity to see the practical aspect of workings or corporate world. This assignment of ours is yet another opportunity for us to see the application part of what we study or learn.

We would like to begin our research project on a thanking note to our university & institute for providing us with opportunity in the form of an assignment on the topic “CONSUMER BUYING PATTERN TOWARDS VERKA BEVERAGES”.

Place: _______________ Date : Amritdeep Singh . I thankful to the management of Verka Milk Plant. I give my assurance that all the information compiled in this report has been collected by me and is true to the best of my knowledge. I have put all my best efforts to make this project a success. hereby declare that I was assigned the project “Consumer Buying Pattern towards Verka Beverages” for the training of my MBA. It shall be used solely for academic purpose only.DECLARATION I Parvinder Singh. Ludhiana giving me this golden opportunity.

Verka provides great efforts to give a trainee a practical knowledge about different subjects. . layout indoor and outdoor environment is available. They emphasis is on practical training rather than theatrical concept. I am lucky to get a chance to complete my training as a trainee here. Other side good plant location. Their guidance and cooperation to trainee is worth appreciation. I got a project to study ratio and trend and trend analysis with co-operation. It is famous all over the country and abroad for supplies of milk and milk products.Reason for Selecting Verka The Ludhiana district co-operative milk union is Verka milk plant. it is prestigious milk plant of Punjab.

CONTENTS Chapter 1: Introduction Section-A 1.2 1.4 1.3 2.5 Meaning of milk products Introduction of the study Introduction to consumer behaviour Theoretical foundation Consumer definition and rights Section-B Review of Literature Chapter 2: Company Profile 2.2 2.1 2.4 2.1 1.3 1.5 Introduction Inception The Punjab State Cooperative Milk producers Federation Limited Marketing Quality Assurance Programme Chapter 3: Research Methodology Chapter 4: Data Analysis & Interpretation Chapter 5: Summary & Recommendations Appendix Bibliography .

Verka .


verka&amul milk products) The story of milk products began in the new world with the Mayans . . The discovery of cocoa was only a first step in the direction of milk step in the direction of milk products.and also the word milk products comes from the Mayan word xocoatl .the Aztec consumed chacahoua and used the cocoa bean for I 875.they offered cocoa beans to Cortez.and the word coca from the aziec cacahuati. A divine substance inspiring passion in those who consume it.husked. A beverage or confection made from this.a delicate mixture of alchemy and science . In I 523.who drank a dark brew called cacahuaquchtl. Dark brown. bitter cocoa beans into what one century writer called “the only true food of the god” has been a fine art .Chapter-1 Section-A Introduction to project This project is about preference of the consumer towards FMCG(fast moving consumer goods) products i.after years of trying .where it swiftly because a favorite food among the rich and noble of Europe.a 31 -year-oldcandy maker in vevey Daniel peter figured out how to combine milk and cocoa power. From the beginning.l Meaning of milk products: 1.and ground (without removing any of the fat).later . 4.e. who introduced milk products to the world .centuries ago it was discovered that fermenting and roasting the beans could create an almost otherworldly flavor . The Mayas were the first to cultivate the cocoa bean for the fruits it yielded. 3. turning raw.roasted. They used the beans as an ingredient in their favorite milk products drink „xocotlatl‟. 1. as with vanilla.often sweetened and flavored. 2. A preparation of the seed of cocoa . Milk products in domestic market (in special market (in special context of nestle.

Fernando cortes reached the east coast of Mexico in 1519.Cortes did show interest in the bean. For the mayas. the use of cocoa was kept to a minimum by the emperors. The Mayas sacrificed cocoa beans at the funerals of the upper class. For many generations. Columbus was the first European to become acquainted with cocoa. What are the factor that influences the customers to switch over the other brands. preferences of consumers while purchasing the particular brand of the milk products. For obvious reasons. In this research the need of study is to know the taste.milk products and other “exotic” food were totally unknown in particuler. During one of his conquest in the new orid he met the Aztecs.The Aztecs adopted the ideas of cocoa consumption from the Mayas. so this study about the buying behaviours of consumer regarding milk products was studied to figure out the reasons for the same. l tried to find out basic problem that is the consumer reaction and behaviour for the same. .2 Introduction of study: The research study was undertaken to know the buying behaviour of consumers.but he wasn‟t exactly impressed. However the conquistadors pizzaro and. As the milk products market is full of an honored guest of Montezuma(Aztec emperor and inveterate milk products fanatic) he was offered xocotatl a small portion of aromatic milk products drink mixed vanilla. not only were they a popular means of exchange. cocoa beans were very important.pepper and other herbs. 1.This mixture tasted disgusting and it also contained cocoa beans.they drankan infusion of grilled seeds and spices. Before the Spanish explorers discovered the New world . Also this study helped me to find out the ratio of the loyal customers and awareness level of the consumers for milk products.Legend suggests that the first beans came out of paradise and lent wisdom and power to the person that ate them. they also had a religious value.

32-35% of fat.the spanish found the Mexican word her to pronounce and called it cocoa. 1. crushing. and the word „cocoa‟ from the Aztec cacahuatle. as it is very well known fact that80% of the total profits of any company is contributed by only 20% customers so the study about the brand equity gives good tracking of those customers.stim u lators-the bromine and caffeine(1-1.from lath(water)and choco.suppose.the beverage was called chocolath. 1. many product decisions are made every day. The word milk products comes from the mayan word xocoatl.5%).capable to be stored by years without change of properties. What should I wear? What should I eat? What am I going to do today? Many product decisions are answered routinely every day and they help move the economy of cities.3 Introduction of consumer Behaviour Consumer Behavior How many times throughout the day do people make product decisions? If you stop to think about it. clearing .In Mexico.which we eat.Fe and vitamins B1. Product decisions also shape life for the consumer. Milk products is really the unique product.1. highly nutritive(about 550 kkal in 100gm of a product).&B2.2. countries and ultimately the world.frying. grinding is the only small part of stages of production cycle transforming cocoa beans in milk products. some without much thought. tasty.P. How can simple decisions be so important? Why do marketers spend millions of dollars to uncover the reasons behind these decisions? .microelements Na. From cocoa to Milk Products: Sorting.As management students this can be taken as the strong base for future as all what I studied in the project is now the need of the hour. And also tannin substances(4-5 %0.K. It contains 5O-55%of carbohydrates.5-6& of fibers.Mg.

and they (I) cannot be stored or transported. insurance. 2007). banking. consultancy. or transportation. and (3) come into existence at the time they are bought and consumed. Consumer behavior incorporates ideas from several sciences including psychology. (2) are instantly perishable. . promote healthy habits. No transfer of possession or ownership takes place when services are sold. Effectively target customers. cleaning. 2 3 4 5 6 7 8 Provide value and customer satisfaction.” (Hawkins and Mothersbaugh. chemistry and economics. Enhance the value of the company. reduce drug use etc. and dispose of products and services. “All marketing decisions are based on assumptions and knowledge of consumer behavior. biology. expertise. use (consume). Expand the knowledge base in the field of marketing.To define consumer behavior: it is the study of consumers and the processes they use to choose. such as the combination of a diagnosis with the administration of a medicine.1 Service: Intangible products such as accounting. A more in depth definition will also include how that process impacts the world. medical treatment. education. Apply marketing strategies toward a positive affect on society (encourage people to support charities. Create a competitive advantage Understand how customers view their products versus their competitors‟ products. but understanding consumer behavior is critical to marketers-they can use it to: 1.3. Sometimes services are difficult to identify because they are closely associated with a good. Improve products and services.) 1. Researching consumer behavior is a complex process.

attitudes. Orientation of the whole . and so on that become linked to the brand. People engaged in branding seek to develop or align the expectations behind the brand experience. perceptions. of a brand from the experiential aspect.3 Concepts: Proper branding can result in higher sales of not only one product. term. partners. experiences.3. images. Some people distinguish the psychological aspect. For example. brand associations like thoughts. The art of creating and maintaining a brand is called brand management. as it demonstrates what the brand owner is able to offer in the marketplace. or combination of them) and how it relates to key constituencies: customers. sign. Brand is the personality that identifies a product. sometimes referred to as the brand image. service or the company(ies) providing them. or design. he or she is more likely to try other products offered by the company such as chocolate chip cookies. if a customer loves Pillsbury biscuits and trust the brand.2 Brand: A brand is a “Name. is a symbolic construct created within the minds of people. 1. term. feelings. A modern example of a brand is Coca Cola which belongs to the Coca-Cola Company. A brand is therefore one of the most valuable elements in an advertising theme.3. consisting of all the information and expectations associated with a product. investors etc. The brand experience is a brand‟s action perceived by a person. service or company (name. symbol. design.” Branding began as a way to tell one person‟s cattle from another by means of a hot iron stamp. creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. but on other products associated with that brand. beliefs. or any other feature that identifies one seller‟s good or service as distinct from those of other sellers. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. symbol. The psychological aspect.1. staff.

Where two products resemble each but rather through visual signifiers like logos. branded products or services also command higher prices. slogans. people may often select the more expensive branded product on the basis of the quality of the brand or the reputation of the brand owner. and colors. 1. Brands should be seen as more than the difference between the actual cost of a product and its selling price .they represent the sum of all valuable qualities of a product to the consumer.4 Local brand: A brand that is sold and marketed (distributed and promoted) in a relatively small and restricted geographical area. store.organization towards its brand is called brand orientation. it may be called a regional brand if the area encompasses more than one metropolitan market. Brand recognition is most successful when people can state a brand without being explicitly exposed to the company‟s name. Examples of local brands in Sweden are Stomatol.branded product). which it used in the logo for go. From the perspective of brand owners.3. however an interesting thing about local brand is that the local branding is more often done by consumers than by the producers. as it often serves to denote a certain attractive quality or characteristic (see also brand promise). The brand orientation is developed in responsiveness to market intelligence. Disney has been successful at branding with their particular script font (originally created for Walt Disney‟s „signature” logo). For example. Careful brand management seeks to make the product or services relevant to the target audience. but one of the products has no associated branding (such as a generic. it is said to have achieved brand franchise. . A brand which is widely known in the marketplace acquires brand recognition. It may also be a brand that is developed for a specific national market. Skâneme etc. Consumers may look on branding as an aspect of products or services. A local brand is a brand that can be found in only one country or region. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace.

although it is more correctly used to specifically denote written or spoken linguistic elements of any product. Whipple of Charmin toilet tissue and Tony the Tiger of Kellogg‟s Frosted Flakes. A few include: Initialism: A name made of initials such as UPS or IBM .1. if the brand name exclusively identifies the brand owner as the commercial source of products or services. A brand owner may seek to protect proprietary rights in relation to a brand name through trademark registration and such trademarks are called “Registered Trademarks”. In this context a “brand name” constitutes a type of trademark.3. Local branding is usually done by the consumers rather than the producers. for example: Mr.5 Brand name: The brand name is quite often used interchangeably with “brand”. Advertising spokespersons have also become part of some brands.6 Types of brand names: Brand names come in many styles.3. 1.

and visual appearance . and founder‟s name like HewlettPackard. organization. it reflects how the owner wants the consumer to perceive the brand — and by extension the branded company. which are often used to describe any brand of adhesive bandage or any brand of facial tissue respectively. communications. 1.7 Brand identity: The outward expression of a brand — including its name. A brandnomer is a brand name that has colloquially become a generic term for a product or service. the brand name should be on target with the brand demographic. This is in contrast to the brand image. . from common table salt to designer jeans.3. such as Band-Aid or Kleenex. Typically. The brand name should be conceptually on target with the product/service (what the company stands for). Because the identity is assembled by the brand owner. brand identity.Descriptive: Names that describe a product benefit or function like Whole Foods or Airbus Alliteration and rhyme: Names that are fun to say and stick in the mind like Reese‟s Pieces or Dunkin‟ Donuts Evocative: Names that evoke a relevant vivid image like Amazon or Crest Neologisms: Completely made-up words like Wii or Kodak Foreign word: Adoption of a word from another language like Volvo or Samsung Founders‟ names: Using the names of real people. trademark. The brand owner will seek to bridge the gap between the brand image and the brand identity. which is a customers mental picture of a brand. Effective brand names build a connection between the brand personality as it is perceived by the target audience and the actual product/service. Dell or Disney Geography: Many brands are named for regions and landmarks like Cisco and Fuji Film Personification: Many brands take their names from myth like Nike or from the minds of ad execs like Betty Crocker The act of associating a product or service with a brand has become part of pop culture. Most products have some kind of brand identity. product or service.

There are various levels of brand awareness that require different levels and combinations of brand recognition and recall. brand associations become handy to check the consumer‟s perception of the brand. gaining new attributes from consumer perspective but not necessarily from the marketing communications an owner percolates to targeted consumers. Brand identity needs to focus on authentic qualities — real characteristics of the value and brand promise being provided and sustained by organizational and/or production characteristics. over time. 1. jingles and so on to certain associations in memory. logo. However. 1 2 3 4 Brand Awareness Positioning consumer Awareness sales promotion Brand awareness: Brand awareness refers to customers‟ ability to recall and recognize the brand under different conditions and link to the brand name.sustainable brand names are easy to remember. Therefore. It also ensures that customers know which of their needs are satisfied by the brand through its products (Keller). a product‟s brand identity may acquire (evolve). Brand awareness is of critical importance since customers will not consider your brand if they are not aware of it.4 Theoretical foundation. transcend trends and have positive connotations. Brand identity is fundamental to consumer recognition and symbolizes the brand‟s differentiation from competitors. Top-of-Mind is the goal of most . Brand identity is what the owner wants to communicate to its potential consumers. It helps the customers to understand to which product or service category the particular brand belongs and what products and services are sold under the brand name. It consists of both brand recognition and brand recall.

Positioning: Brand positioning refers to “target consumer‟s” reason to buy your brand in preference to others.products? Is it sustainable .can it be delivered constantly across all points of contact with the consumer? Is it helpful for organization to achieve its financial goals? Is it able to support and boost up the organization? In order to create a distinctive place in the market. Strategic Awareness occurs when your brand is not only top-of-mind to consumers.” which is a top-of-mind brand. appropriate and original . is guided. Top-of-Mind Awareness occurs when your brand is what pops into a consumers mind when asked to name brands in a product category. the common answer is “Kleenex. and expresses familiarity with your brand only after they hear or see it as a type of memory aide. but also has distinctive qualities that stick out to consumers as making it better than the other brands in your market. competitors? Is it significant and encouraging to the niche market? Is it appropriate to all major geographic markets and businesses? Is the proposition validated with unique. Brand positioning is a medium through which an organization can portray it‟s customers what it . when someone is asked to name a type of facial tissue. The distinctions that set your product apart from the competition is also known as the Unique Selling Point or USP.companies. and it focusses at all points of contact with the consumer. Aided Awareness occurs when a consumer is shown or reads a list of brands. directed and delivered by the brand‟s benefits/reasons to buy. a niche market has to be carefully chosen and a differential advantage must be created in their mind. For example. It is ensures that all brand activity has a common aim. Brand positioning must make sure that: Is it unique/distinctive vs.

Confused positioning.This is a scenario in which the customer‟s have a blurred and unclear idea of the brand. For instance.This is a scenario in which the customers have too limited a awareness of the brand. . Brand positioning forms customer‟s views and opinions.This is a scenario in which the customers have a confused opinion of the brand. A strong brand positioning directs marketing strategy by explaining the brand details. It intends to stay with the proposition of “Think Investments. Double Positioning. Brand Positioning involves identifying and determining points of similarity and difference to ascertain the right brand identity and to create a proper brand image. It is the single feature that sets your service apart from your competitors. Brand Positioning can be defined as an activity of creating a brand offer in such a manner that it occupies a distinctive place and value in the target customer‟s mind.This is a scenario in which customers do not accept the claims of a brand. as well as the reasons for buying and using that specific brand. Over positioning. Brand Positioning is the key of marketing strategy.wants to achieve for them and what it wants to mean to them.Kingfisher stands for youth and excitement. There are various positioning errors. the uniqueness of brand and it‟s similarity with the competitive brands. For instance-Kotak Mahindra positions itself in the customer‟s mind as one entity“Kotak “. such as Under positioning. It has an unaided top of mind recall. The positioning you choose for your brand will be influenced by the competitive stance you want to adopt.which can provide customized and one-stop solution for all their financial services needs. Positioning is the base for developing and increasing the required knowledge and perceptions of the customers. Think Kotak”. It represents brand in full flight.

In order to be able to position the consumer in such a state. but a lot more has to be done in the area of creating awareness on the part of the consumer to facilitate his seeking suitable remedy wherever there is a need. There is an urgent and increasing necessity to educate and motivate the consumer to be wary of the quality of the products. public utilities. Publish periodical and product specific booklets. documentary films and other devices of mass communication for promoting consumer awareness in English and regional languages.Consumer awareness: The need for empowerment of consumers as a class cannot be over emphasized and is already well recognized all over the world. Promote General Awareness of the rights of the consumer by encouraging consumer education and supplying information. the consumer should be empowered with respect to his rights as a consumer. He should be equipped to be vigilant with a discerning eye so as to be able to protect himself from any wrongful act on the part of the trader. cassettes. He should undertake steps to create a facilitative mechanism with the following objectives: 1. The advancement of technology and advent of sophisticated gadgets in the market and aggressive marketing strategies in the era of globalization have not only thrown open a wide choice. where there is wide spread illiteracy. the Government of India and State Government have initiated steps to introduce dispute redressal mechanism by way of Consumer Protection Ac. highlighting the problem in specified areas like real estate. This becomes more important in the rural areas. . which he can access without much effort and expense. Recognizing the importance of the problem. 2. for the consumer but all the same also rendered the consumer vulnerable to a plethora of problems concomitant to such rapid changes. pamphlets. slides. CDs. non-banking financial agencies etc. there is every need not only to evolve legal remedies but also provide reliable and exhaustive information. and also the possible deficiencies in the services of the growing sector of public utilities. In short.

nic to publish . Conduct motivational campaigns for groups of potential customers both in urban and rural areas. NIRD. Academic Institutes. 4. 8. colleges. Enlighten the business community on its ethical and legal obligations to maintain quality of the products or services and to be transparent in dealing with consumers. would go a long way in achieving this. Organize a database enabling the consumer retrieve the required information in a less expensive and quick way. to explore possible collaboration and organize awareness programmes for their clientele and undertake research projects. Establish links with educational institutions like universities. 10. 7. Coordinate programmes organized by Central and State Governments. Set up a website http://scdrc. National and International Consumer Organizations. traders and policy makers to exchange information of mutual interest for better coordination. 12.P. Consumer affairs. Consumer clubs which were started recently by the A. Food & Civil Supplies Dept. Periodic interaction with electronic & print media on success stories of consumers. State Legal Aid Authorities. 6. Bring together the consumer. Encourage consumer activities to strengthen the existing institutional set up of consumer dispute redressal by acting as a facilitator between consumer and the institution. Interact with national level organizations like NISIET. analyze and suggest new measures for the effective and better consumer protection.3. 11. Study the available legal remedies. Organize and conduct seminars. 9. ASCI etc. 5. high schools to emphasize the need for improving consumer education in the curriculum. workshops and group discussions and thus provide a platform for threadbare discussion of the issues and evolve suitable remedial action.ap. Bring together the NGO‟s/Consumer activities operating in different areas and equip them with suitable and required information and knowledge to enable them to act as nodal agents of change in rural areas.

initiatives that are not covered by the other elements of the marketing communications or promotions mix). usage or trial of a product or service (i. you are still in profit . and hence a comprehensive list of all available techniques is virtually impossible (since original sales promotions are launched daily!). whereby a consumer would enter the code into a dynamic website to see if they had won a prize.which is an example of a self-liquidating promotion. (b) Customer Relationship Management (CRM) incentives such as bonus points or money off coupons. Though necessarily based on incomplete and unverified (or unreliable) information. (i) Perception: The process by which people translate sensory impressions into a coherent and unified view of the world around them. There are many examples of CRM. in the United Kingdom. Here are some examples of popular sales promotions activities: (a) Buy-One-Get-One-Free (BOGOF) . if you sell two for $1. Often they are original and creative. . Consumers could also text codes via their mobile phones to the same effect. and cost 10 cents to manufacture. on product analysis and related matters for the guidance of consumers to have informed choice of product services. Nestle printed individual codes on KIT-KAT packaging. redressal agencies and mechanisms. For example. This is known as a PREMIUM sales promotion tactic. For example if a loaf of bread is priced at $1. Sales promotions are varied. from banks to supermarkets. articles. (c) New media .information. perception is equated with reality for most practical purposes and guides human behavior in general.e.especially if there is a corresponding increase in sales. news including judgments.Websites and mobile phones that support a sales promotion. Sales Promotion: Sales promotion is any initiative undertaken by an organisation to promote an increase in sales.

shirt. and in the efforts of international organization such as Consumer International. beverage. CRCP endeavors to support the consumers to come out of the prevailing inertia and play a more active role in deciding their consumption patterns to effect long-term socio economic change and achieve sustainable development. CRCP perceives its role not only as defending the rights of the consumer but more importantly towards achieving a clear social understanding about what it means to be consumer.5 Consumer: An individual who buys products or services for personal use and not for manufacture or resale. This global drive to protect and uphold consumer interests is amply reflected in the guidelines adopted by the UN General Assembly in 1985 (Resolution 3 9/248) for the protection of consumer rights.1. or anything else. A summary of Consumer International‟s (CI) philosophy of Consumer Rights and Responsibilities . A consumer is someone who can make the decision whether or not to purchase an item at the store. but also aim to educate the consumers about their responsibilities and build a more equitable and fair society. CRCP shares the vision of Consumer International and endorses consumer guidelines and responsibilities prescribed by it and by the UN General Assembly. as well as promote good market practices and a sustainable consumption patterns. Consumer protection movements reflect the social and cultural patterns and attitudes of a given society in which they operate. and someone who can be influenced by marketing and advertisements. Any time someone goes to a store and purchases a toy. Consumer movements not only protect consumer rights. they are making that decision as a consumer. Rights and responsibilities if consumer: Consumer protection movements have evolved and grown worldwide in the past few decades. It strives for the emergence of an organized consumer movement through building a broad base of informed and responsible consumers.

It includes concern for consumer‟s long-term as well as their immediate requirements. They must also be protected from misleading or inaccurate publicity material. whether included in advertising. It includes adequate food.Consumer Rights: Basic Needs The right to basic goods and services. in the case of monopolies. Consumer Education The right to acquire the knowledge and skills to be an informed consumer throughout life. to have an assurance of satisfactory quality and service at a fair price. Consumer must be provided with adequate information enabling them to act wisely and responsibly. Safety The right to be protected against products. Choice The right to choose products and services at competitive prices and. packaging or by other means. which guarantee survival. health care. labeling. education and sanitation. The right to consumer education incorporates the right to the knowledge and skills . It includes the right to receive compensation for misrepresentation of shoddy goods or unsatisfactory services and the availability of acceptable forms of legal aid or redress for small claims where necessary. Information The right to be given the facts needed to make an informed choice or decision. clothing. It includes the right of representation in governmental and other policy-making bodies as well as in the development of products and services before they are produced or set up. production processes and services which are hazardous to health and life. shelter. Representation The right to advocate consumers‟ interests with a view to their receiving full and sympathetic consideration in the formulation and execution of economic and other policies. Redress The right to a fair settlement ofjust claims.

. We should recognize our individual and collective social responsibility to conserve natural resources and to preserve earth for present and future generations.needed for taking action to influence factors. Social Concern The responsibility to consider the impacts of our consumption patterns and lifestyles on other citizens especially the poor disadvantaged or powerless consumers whether they be in the local national or international community. Action The responsibility to assert ourselves by acting to ensure that we get a fair deal As long as we remain passive consumers we will continue to be exploited and manipulated. Environmental Awareness The responsibility to realize the environmental costs and consequences of our consumption patterns and lifestyles. which affect consumer decisions. Solidarity The responsibility to come together and organize consumers in order to enhance the strength and influence required to promote and protect our interests. Healthy Environment The right to a physical environment that will enhance the quality of life includes protection against environmental dangers over which the individual has no control It acknowledge the need to protect and improve the environment for present and future generations. Consumer Responsibilities: Critical Awareness The responsibility to be more alert and questioning about the price and quality of goods and services we consume.

Milk products is such tasty and delicious treat and it can be purchased for your self or given as a gift. Milk products gifts are always an appreciated and appropriate gift. When you need a Treat. milk products can be shaped into the form of a rose and covered in red milk products foil with a stem and a leaf attached. instead of abouquet of flower that will die or a simple box of milk products you can always give someone a milk products rose as a gift. Well crafted milk products truffles are a wonderful treat to receive as a gift or to win in a basket at a raffle. One of the best gifts anyone could receive is a hybrid of milk products and the flower. . This flower is made to resemble a beautiful red rose on the put side that can be unwrapped and devoured. Milk products truffles are made by chocolatiers in a lost every rich and delectable flavor imaginable. milk products comes in various forms and shapes. Milk products truffles are a special treat that satisfies a refined taste. milk products truffles are among one of the most popular and best gifts to be recieved because rich cocoa is so delicious and the chocolatiers that made truffles are knowledgeable about how to make them.From the iconic hershey kiss to the top of the line godiva brand. if the recipient in mind really likes milk products with an intense passion and would prefer to have an entire box of milk products rather than the few bites that are blooming inside of a red foil wrapped milk products rose there is always the ever populer gift of rich and delicious milk products truffles to satisfy.SECTION-B REVIEW OF LITERATURE Milk products Truffles are so good Posted :aug 04.2010 Milk products are one of the best inventions ever created in the course of human existance. Milk products gifts hit the spot posted :Aug 04.2010 Just about everybody loves Milk products . milk products roses as a gift.

Birthday‟s. on valentine‟s day. Milk products gifts are available for all occasions. it didn‟t start out as we know it today. one of the best things about milk products is that it makes a great gift. cheering up an ill patient. hollow milk products bunnies with candy eyes line the shelves of drug stores.M&Mappear in candy dishes all over the started in south America only as a bitter drink. it wasn‟t the sweet little milk products or bars that we like to think of. Large. Milk products Peanut butter eggs and crunchy milk product eggs. Any respectable easter basket should be filled withsome delicious milk products.2010 Milk products are loved the world over. cremes and other filings. Walmart has a special candy display. when the box is opened . The one or maybe two pound boxes con tam an assortment of milk products with beteter be quick.000 year ago by the Aztecs. Holidays are another time for boxed milk products. why do so many people love milk products? Probably because of the almost unlimited variety of flavours had textures that milk products has. people have enjoyed milk products. chocolates take several different forms. You can choose boxes with light. a nice box of milk products is appropriate .while milk products gifts are not expensive (unless you are buying some exotic. Ever since milk products was first discovered over 3. before all the “good ones” get snatched up. coconut. or rewarding your child‟s excellent school performance are all very appropriate for milk products gifts.they are always appreciated. although people all time have enjoyed milk products. . dark or a combination of the two types of milk products. Of course. The world of milkproducts posted:jun 01. There are milk products easter eggs with marshmallow filling. During easter. Instead . caramel. when you go over to your aunt betty‟s house for thanks giving dinner. it is almost mandatory that you buy your sweatheart a heart-shaped box of the sweet treat. imported brand). nougat.

2009 . wedding milk products are simply a quality choice as a wedding favor. It wasn‟t long before their little milk products bussiness began to take off. Intimacy and passion comes to mind when talking milk products. milk products went from just a bitter drink. the American public is still in love and obsessed with milk products . desserts and bars. In 1765 Milk product was first introduced to the united state by n irishman named john hanan. coco was made into sweet drinks. well over 200 years later. whether of course that gift is for someone other than yourself is entirely up to you! Let s hear it for the wedding milk products favours posted:Mar3O. Belgian milk products is one of the best milk products in the world. perhaps you might as well consider this option. coco made its deduct into the rest of the world and into the hands of many eager bakers. both john and American candy maker James baker built the first American milk products mill in 1780.Soon through. gifts. into all kinds of flavours. one of thest indulgent is milk products truffles.Americans were in love! Now. It‟s just to show that a wedding favour is not anymore particular to a home decor but it cannow also be a usable or an edible thing. milk products are not just a token given to someone special on a special event.Then they started production milk products for the public. But then. Milk products wedding favors have become one of the greatest items a couple could use in their wedding as a favour if it is going to be your own wedding. cakes. . Theses little milk products are filled with ganache . but then again it doesn‟t have to be Belgium milk products to create a mouth watering effect to those people who crave for sweets.a mixture of both semisweet milk products and cream.7 billion dollers a year alone is spent on milk products/much of that is spent on milk products. The flavors ranged in everything form bitter dark to ultra sweet and decadent.

these chocolaty design can also be modified a bit and use them as a wedding milk products cake topper or centerpiece. you can also give those milk products wedding favors a personal touch if you want to individualized Milk products favors are also more inviting because your guest will see that you have put some extra effort into creating them.Perhaps it is the reason why they have been used as one of the options in the line up of wedding favour. Those heart-shaped milk products favours that have a design in the middle are the simplest design that you can have. and these can be appropriately matched with a particular shape of wedding milk products favours. Looking for the best wedding favor can be a lot of fun that you and your partner can be together. designing your wedding motif together. A colorful mimi sticks and a ribbon can turn your favor iooly into a more amazing wedding favor. or rectangular forms since they are wide enough to make more patterns in the middle of the milk can add some more accessories to your milk products favors. . castle. or Disney-type topic wedding. or white Milk products. When you pick out to have milk products as your wedding favor. But then. flowers such as rose and calla lily. bride and groom image. wedding bell. wedding cake. Some of the more unique shaps in the wedding milk products design world would be wedding gown. and even elegant fans. A Milk products favors lollipop can take about any shape or designs that could fit a wedding celebration. an outdoor wedding. rest assured that you and your spouse will share that sweet moment. You can also use an oval. And to make wedding milk products favour more suitable for a wedding. different modles have been created to shape the milk products into designs that would suit any type of wedding of course there are other taste available as well in mint. Wedding milk products favors can fit a royal wedding theme. round. dark. tuxedo. birds such as swan and dove. Furthermore.

Gofton and Nees (1991) studied that the twin trends of heath and convenience have resulted in changing food consumption patterens. The . and nutrition were most important in food selection.i. safety. time has been implicitly and explicity incorporated into consumer behaviour theory and marketing strategies for quite some time. On one side. Arthley (I 993) reported that the food manufacturers must ensure that the food they produce should satisfy customers‟demands namely. Johnston(1981)proposed that time may be the most important variable in consumer convenience. Nutritive factors considered most important were total fat content. it is essential to carry out a brief review of the studies related directly or indirectly to the present investigation.healthy and nutritious and it should be of high quality and value or money and increasingly. however. their research among consumers confirmed that their is a wareness and concern about the relationship between health and diet the better educated are more food -conscious. Adoption of products by consumers was not characterized by analystic consumption behaviour but by risk aversion and preference for incremental changing in the consumption set. changing lifestyles and the changing role of women are shown to affect food habits. Bruhn (1992) reported concern about the impact of diet on health that has led consumers to reduce the consumption of foods percieved as being high in fat. fats both saturated and unsaturated ones by the consumers. Zink(1997)studied that consumer demand for new food nad changes in eating habits and food safety risks are affecting the food processing industry.To formulate the problem precisely and top in point the importance of undertaking it.on the other side. the time dimension of consumer behaviour is viewed as just beginning to emerge as a major variable of study . must have built. Some of the studies conducted earlier are given in chronological order.the food should be safe to eat . Taste.

convenience orientation was found to be negatively related to cooking enjoyment. and the potential for extending the use of prepared meals to those who could benefits.population is becoming older on average. his analysis also suggest that the lack of relation between the meal preparer‟s working status and convenience food consumption as found in many studies. Candel(2001) proposed that consumer research s consider convenience orientation towards meal preparation to be a relevant construct for understanding consumer behaviour towards foods. essential nutrients. involvement with food products and variety seeking and to be positively related to role overload. sensory. convenience and safety aspects. Creed (2001 )studied that consumer demand for convenience has led to the prepared frozen meals according to age group. so flavours. The classifying criteria chosen were based on shelf-life and required preparation. This process is used to create food and food ingredients with new sensory and functional properties including also physiological functionality. gender and frequency of eating out. Costa et al (2001) introduced a new definition and classification system for home meal replacements (HMR). consumers . concluded that the system can provide opportunities to satisfy many groups of consumers with regard to nutritional. .based on convenience attributes as viewed by consumers. Tauscher(2002) studied that consumer demands for high-quality foods with “Fresh like” characteristics that require only a minimum amount of effort and time for preparation has led to the introduction of convenience foods preserved by mild treatments. social class. and vitamins undergo minimal or no changes. The classification system is expected to provide valuable support for consumer-oriented products and process development. Results showed that the use of a narrow range of HMR is characteristic of Dutch food consumption. As examined in two different samples of meal preparers. is due to convenience food not restaurants appear to satisfy the consumers need for convenience more adequately.want fresh and minimally processed food without synthetic chemical preservatives. Non-thermal methods allow the processing of foods below temperatures used during thermal pasteurisation.

their attitudes towards food by means of the reduced food-related lifestyle and socio-demograhics. He studied the beliefs about the protypical attributes of ready meal consumers to establish which beliefs exist and whether they have any actual basis when compared with self-reported behaviors‟ of ready meal consumers.Friedeck et al(2003)revealed that the flavor and texture effects of soy protein fortification of low-fat dairy-based ice cream were most important for the acceptance of frozen ice-cream. 2 and 4 percent soy protein isolates(SPI). instrumental color properties compared with the 0 percent SPI control. Data were collected on consumers‟ food consumption patterns. One of these meal situations proved to be convenience driven and the other time driven. Sensory attributes. Ahlgen and hall(2004) studied that food choice is dependent upon beliefs about both the products and those who consume these products. Result showed the concept of freshness to be determined primarily by time from harvest/production and food type. were confirmed by the frozen ready meal consuming respondents in the actual eating situation but not by their life-style and beliefs in general. Low fat ice cream mixes were formulated with 0.”frozen and thawed “were rated as less fresh than other foods. Cardello and schutz(2004) conducted the analytic studies with civiles with civillian and military consumers in order to assess the factors that contribute to the concept of food freshness and the relative importance of freshness to order product variables. . Foods that were described as “minimamally processed e. In the different eating situations there were dissimilar reasons for consumption.g. volatile flavor comments. being alone and no interest in cooking or food. Tillotson(2003) studied the effects of high pressure processing(HPP) on consumer acceptance for chilled ready meals manufactured using a low-value beef cut. Two ready meal eating situations were investigated in greater detail in order to establish what triggered the ready meal consumption in these situations. In a survey. Most interesting was the fact that two frequently mentioned attributes. respondents described what they considered to be common attributes of ready meal consumers. This information aided in optimization of an acceptable soy-fortified dairy ice cream.

The most important motivation for purchasing minimally processed vegetables relates to convenience and speed. It indicates that different attitudes do not necessarily lead to behaviour that safety of the food consumed. Khanona and Aung(2004) proposed that the diverse consumer attitudes towards the safety of food. including demograhics and socio-economies status. frozen ready meals. Marketing implications for food business were discussed. McCarthy et al (2004) focused on the Irish convenience food consumer and investigates four convenience food categories. Comparison of the regression result across the four convenience food categories highlighted the importance of convenience food-related lifestyle issues in the purchase of ready meals. The consumption of restaurants and pub meals was least effected by convenience related dimensions and more by the importance o f social events. consumers . The relationship between consumer attitudes. The diversity among consumers is based on a variety of factors. Beliefs about the prototypical attributes of ready meal consumers have been investigated to establish the beliefs that exist and whether they have any actual basis when compared with self-reported behaviour of ready meal consumers. Although health and nutritional value scored relatively low in terms of importance during the purchasing and consumption stages of minimally processed vegetables. The likelihood of buying minimally processed vegetables tends to be higher among better-educated consumers and among consumers with young children. take -away meals. Ling et al 92004) studied the attitude about new food purchases between innovators/early adopters and non-innovators and to determine the food purchase characteristics of innovators/early adopters and non-innovators. especially for consumers who buy this product during weekends. and pub meals. knowledge and behaviour regarding food safety is also examined in this paper.related lifestyle issues were more important in the purchase of take-away meals. Ragaert et al (2004) studied the consumer perception nad choice of food products.Hlgren et al (2004) reported that food choice is dependent upon beliefs about the products and consumers. food prices were relatively important to both consumer groups. General food.

and that convenience food was incorporated into reiterpreted versions of homemade and “proper” meals. This increased predictive power but reduced the . Belief. Urala(2004) studied attitude behind consumers‟ willingness to use food products and described food related seven factors describing consumers‟ attitude towards foods. Adoption of time saving processed food items by contemporary Chinese consumers was influenced by increased income and demands on time. Burns(2005) studied that consumers are being assailed by new products and services. routines and conventions. Verbeke (2006) studied that the forecast of a bright future for frozen foods. who tackle complex and conflicting family routines by introducing convenience solutions. This adverse impact of high awareness decreases with increasing consumer age. many of which can alter time-honored consumption customs. knowledge and presence of an ill family member outweight socio-demographics as potential determinants.which constitute the fastest growing segment in the food market. and aims to elicit consumption meanings in the broader social context of family relationships with food & their rituals. Cowan(2008) examined the consumption of frozen ready meals by British consumers. their taste. habit was included in the study. These attitude subscales differentiated between consumers in their reported willingness to use foods. Attitudes were the best predictor of behavioural intention and an additional variable.with a high awareness of the relationship between food and health attach significantly more importance to theses credence attributes. One of the key sucess factors pertains to consumer acceptance of the concept of these foods. The findings revealed that convenience was having multiple meanings for UK women. These factors were as follow :perceived reward from using foods. A hierarchy of acceptable convenience food was presented by the mothers. Carrigan et al (2007) studied the role of convenience food within the food strategies of contemporary UK families. The likelihood of these food acceptance also increases with the presence of a high level of claimed knowledge or awareness. foods as part of a healthy diet and the health effects of foods vs.

The result indicated that a pressure treatment of 200MP was acceptable to most consumers. their attitudes towards food by means of the reduced food-related lifestyle (FRL) instrument. and sociodemographics. For food products. and the optimal pressure treatments acceptable to specific consumer groups were identified for those firms that would wish to target attitudinally differentiated consumer segments. perceived behavioral control and habit. In the effort to understand how convenience affects consumers‟ food preferences. Although a lot of study has been done in the area of consumer behaviour and adoption of innovative and healthy food products but much research has not been carried out to study the consumer attitude and adoption process of frozen food.influence of attitudes. Botonak(20 10) proposed that the increasing importance of convenience in consumer food choices has attracted researchers‟ interest. behavioral intentions were the best predictor of behaviour for a model including behavioral intentions. K-means cluster analysis identified 4 consumer groups with similar preferences. This research is an attempt to fill the gap. Sorenson et al (2011) studied the effects of high pressure processing (HPP) on consumer acceptance for chilled ready meals manufactured using a low-value beef cut. values are believed to play an important role. The result reveal that convenience food consumption and convenience orientation in the food domain are mainly connected. value for money was the most important of three beliefs investigated for each products for those who intended to consume ready meals. . Data were also collected on consumers‟ food consumption patterns.

it has to be seen what the government do to protect the hugely popular verka brand. This includes multinational as well as private trade and other corporative federations. a leading dairy brand of Punjab. Verka is today enjoying the patronage of customers both within and outside the country. A part from making the Punjab state corporative milk product federation‟s (milkfed) task difficult in exporting the product to the north American market . and ghee under the verka brand across the north American continent. One of the leading dairy brands of north India. The flagship brand of Punjab‟ state corporative milk producers‟ Fedration LTD (milkfied).Chapter-2 COMPANY PROFILE 2. incorporated in 2002. Verka is a brand leader in milk powders particularly in northern and eastern sectors.the government feels that the US brand is misguiding unsuspecting patrons . The company website provide detail of the company selling dahi. The milkfied brand commands a premium price over milk powders manufactured by competitors. With the state government marking on the major revamp of milkfied exiting capacity.100 tones of „desi ghee‟ worth Rs 14 crores. Milkfed future programmes can never be complete without verka. The smartly packages products bear the „real California seal‟ and the status of approval accorded by the US health department and the FDA. paneer. is facing stiff competition from a namesake brand registered in the US which has patented the brand name and the product owned by an lndian. Milkfied had a turnover of Rs. which provioddce fresh milk.800 crores in 2006. Currently.Milkfied is considering going the legal action. largly to the gulf. The US-based company in question is quality product Inc in calefornia. Milkfied exports over 1. Australia and new Zealand. curd ghee to million of homes across the region. .1 Introductions: Verka. Kulwinder dhillion. philippiness. paneer.07 and is targeting a 15% growth with fiscal. Verka is yet another contribution from the state of Punjab.

In addition to ghee. skimmed milk powder.45Ocrore.the District cooperative milk producer‟s unions and milk plant have attained self-sufficiency or are on the threshold of attaining it .Mi!kfied is serving nationwide consumers through its network of regional offices and strong distribution channels. However.sweetened flavored milk and a mango drink called raseela have also hit the markets. needs. They say that it was the domestic competition that drove them to alien destinations.The annual turnover of milkfied has touched to Rs. Milkfied has already established its ghee market in the middle east. infant food. ghee. ice cream. The federation has planned to introduce more value-added products like tetra-pack plain milk and low calorie lassi. SFM.Milkfied has now come out with verka curd and a whole lot of different flavors of ice creams. taste and hopes. verka malt plus (malted milkfood) is being exported to Bangladesh also. cheese. Milkfied markets a wide Varity of products. lassi. SMP is also exported to Asian countries like Philippines.Milkfied has played a very vital role in providing a strong was for remunerative price to . butter. Health drinks like verka vigour. whole milk powder. verka lassi. which include liquid milk. with technology mission programmes.Milkfied state that it has successfully leveraged on the brand equity of verka to launch new trends. Milkfied not only provides assured market to milk producers but also carries input to enhance milk to their doorsteps. verka ghee reaches all the emirates and is available in almost all super markets.Milkfied is preparing it self to take verka to greater heights. malted food and verka vigour etc. Bangladesh and sri lanka.Milkfied also made a foray into the international markets.ever widening markets and increasing exports.

2005.he said there was vast scope for expension in the milk sweets segment and the firm would launch two more in the category (son papri and dhoda) by the end of this month. has clocked in profit due to a up grade of marketing strategies. Milkfied has 11 plants in punjab producing 35 products.000hter of milk every day to mother dairy . he pointed out that the government -run milk federation.Milkfied supplies 50 lakh liter per annum of ultra heat treated milk to eastern command (50 lakh liter per annum) and northern command (36 lakh liter per annum).He informed that the federation procures about 7 lakh litres of milk every day and 7 lakh farmers of punjab were earning their livelihood through Milkfied.breeding and management are easily accessible. The Mohali plant of milkfied had received the national productivity award. The award was given by .said there had been a persistent demand from the consumers to launch the tetra pack and it was the ideal time to hit the market.the producer‟s they get more money for their milk and payments are timely. he said.The custom packaging of milk is done at Patiala and the milk is then dispached to Delhi foe sale. Value addition is one of Milkfiedls trust areas and the plants produce not only pasteurized.5 crore from export business last year‟ added. butter and classified butter-oil (ghee) and several other products. homogenized milk but also butter milk. a loss making unit for two years. Milkfed was all set to pose a challenge to the private players. The puniab state Milk Federation yesterday launched verka sweet lassi and mango rasela in chandigarh.on Wednesday. through an aggressive marketing drive in the near future. The Punjab milkfied also supplies 40.verka lassi is popiler in india as well as abroad (milkfied exported lassi tojapan and bagladesh). In addition tachnical input services in feeding . The milk union have marketed milk and milk products.vikas partap. cream.”We have a turnover of Rs 700 crore last year and expect to do better this year with the opening up of trade ties with Pakistan”. He said a trade delegation was in the city to discuss the feasibility of business with Milkfied. including traditional sweets. „pure ghee nad toned milk of verka is in great demand in West Asia and we earned about Rs 13. he added. The managing diractor of Milkfied .

salt. spicy or even plain.Taman Raj singh represented india at the “Know Europe . aimed at assessing the entrepreneurship of business school students.the union minister of agriculture in new Delhi. France and spin.old B. infants and patients. France and spin. For the month-long programmes. flavor and health.2008”entrepreneurship programme. it impressed the judges immensely and got a high grading of 90 per cent and the reason why none other beverages matched “lassi” was its unique qualities-a mix of simplicity. Believe it or not.‟ lassi‟ was named the best beverage drink at the “Know Europe-2008”entrepreneurship programme in which a 20-year-old student from Chandigarh. Milk plant mohali bagged the award for the third time. it can be had sweet. represented india. Punjab‟s household beverages has outscored exotic wines.” it was not very difficult to convince people that lassi. Taman raj singh. fancy coffees-lattes and cappuccino in the competition that was held last month at four places in brussels. And what‟s more. fancy coffees lattes and cappuccino-and brewed beer at a unique entrepreneurship competition in Brussels. PUNJAB DRINK „LASSI‟ OUTSCORES EXOTIC DRINKS IN COMPETITION Patiala(PTI):Punjab‟s household drink „lassi‟has outscored other exotic drinks in a unique entrepreneurship competition held in Europe. Taman said. the Netherland. a simple mixture of yogurt and water. outscored exotic wines. organized under the aegis o f normaandy Business school of france. aimed at assessing the entrepreneurship acumen of business school students around the world. organised under the aegis of normandy business school of finance. without hitch. youth all over the world were invited to give marketing presentation of . His presentation was a mix of tradition and modernity-the age-old”lassi” in verka‟s tetra student of S D college-32. who achieved this rare feat for “Lassi”. The month-long programme. The invites were asked to given marketing presentation of beverages famous in their countries and taman chose the traditional pUnjabi drink. was a healthy drink that could be consumed by people of all ages. the Netherlands. is a 20-year. And the youth.

a simple mixture of yogurt and water. spicy or even plain. went to all restaurants and big hotlels of the city to promote their respectives drinks. taman. An ecstatic taman said:”The feeling is just out of world” . flavor and health. infants. This entrepreneurship programme was conducted at four places at brussels by hogeschool universities. The presentation impressed the judges immensely and it bagged an unprecedented grading of 90 per cent. a drink that could be consumed by people of alleges. without hitch. Taman chose the traditional punjabi drink. And what‟s more.” it was not very difficult to convince people that “lassi”. it was held under the auspices of the student exchange programme orgnised between the normandy Franch university and SD collage 32. punjab is one of the smallest state in indian union with a total area of . And the reason why none other beverage matched “lassi” was its unique qualities -a mix of simplicity. it can be had sweet.2 Inception: Milk production is very important part of the agriculture economy in the state of punjab.Since the target market was paris. 2. at France by Normandy business school and at spin by the universitat politecnica catalunya.beverages famous in their countries. along with his five-member team of foreign students. salt.” said Taman. His presentation was a mix of tradition and modernity -the age-old “lassi”in verka‟s tetra packs. was a healthy drink. at the Netherlands by inholttland university.

e .362sq. b) c) To provide fresh hygienic milk to urban consumers at reasonable rates. The foundation stone of milk plant.2 Mission Statement: To support the Milk Producers in uplifting their rural economy.2. 1.1970.Parkash singh Badal.  Increase Economics of scale in Milk Unions (Procurement/ Marketing)  Capacity expansion and modernization of the dairy plants. 3. 2. make all the Milk Unions viable and ensure quality milk & milk products to consumers.of the state was setup at VERKA near amritsar. producing around 10% of the countries milk production i.3 Vision Statement:  The vision for the next five years is to triple the turnover the federation from level of INR 7.1 Objectives: a) To bring prosperity to Milk Producers in the State through assured market and remunerative prices all round the year. The brand name of milk and milk products adopted as VERKA.5% of the indian landmass dairy farming is an age old subsidiary proffesion in the rural areas of punjab.which is 1.Punjab is the second largest milk producing state in india.S.kms. To ensure viability and growth of Milk Unions by converting surplus milk into products and ensure their marketing.  Serous thrust on increasing marketing orientation.25 billion in 2006-07 to INR 26 billion in 2012-13.ludhiana was laid by Hon. . 2.2. First milk plant.the minister of punjab in june 22.50.8 million tones annually.  Ensure grass root level presentation of the Cooperative movement. 2. 2.2. d) To modernize existing Plants and upgrade technology from time to time.


Today. vaccination.3 The Punjab state cooperative milk producers federation limited: The Punjab State Cooperative Milk Producers‟ Federation Limited popularly known as MILKFED Punjab. when we look back. 2. Milk Unions at District level and Federation as an Apex Body at State level. MILKFED Punjab has continuously advanced towards its coveted objectives well defined in its byelaws.2010) Milk Producers Cooperative Societies organized at village level. Milk Producers Cooperative Societies at the village level. there is strong Network of about 6474 (as on 3 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.1 Milk production network:Working on “Anand Pattern” the process of organizing societies at village level started in Punjab as early as 1978. supply . 2.3. we think we have fulfilled the promise to some extent. Presently. In view of this.65 Lakh milk producer members are attached to these societies.3. various technical input services like veterinary health care. About 3. Fresh milk is procured from the milk producers twice a day through village level societies directly without the assistance of any middleman. The setup of the organisation is a three tier system. artificial insemination services.3. but it came to real self in the year 1983 when all the milk plants of the erstwhile 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. Although the federation was registered much earlier.2 Input service: It is one of the fundamental objectives of MILKFED to carry out activities for promoting milk production in the State.2.

5 Women dairy products: Household level dairying is largely the domain of women especially in small and marginal household families. 2.3. State Bank of Patiala and Oriental Bank of Commerce for providing loan up to Rs.3. 2. Ludhiana and Amritsar with an objective to empower rural women in the field of dairy. 390 women societies with 20596 women beneficiary members will be organized. Jalandhar. q massive programme called “CMP” has been launched under which 290 Bulk Milk Coolers have been installed in the societies and many more in pipe line. Milkfed Punjab has signed memorandum of understanding (MOU) with State Bank of India. Under this programme. Milkfed has undertaken Women Dairy Project in six Milk Unions namely Hoshiarpur.3.3 Cattle induction programme: Government of Punjab has identified dairy sector as thrust area for rural development. In view of this fact.without any collateral security to milk producer farmers for purchase of milch cattle on soft terms and low rate of interest. Besides. Traditional manual method of milk testing at society level is being replaced with Electronic Milk Testers. more than 1226 Automatic Milk Collection Stations have been provided to the societies for bringing efficiency and total transparency in the system. Ropar. 2.4 Clean milk production programme: For improving quality of raw milk right from milk producer‟s level. Patiala. are provided for enhancing milk production and economic development of farming community. .000/. This Programme is being implemented under Support to Training & Employment Programme (STEP) with the assistance of Government of India.of VERKA balanced cattle feed and quality fodder seed etc. Recently.50.

2.4. Verka did not stop. dynamic as ever too acquired newer forms of adding values to milk and milk products. Verka Ghee reaches all the emirates and is available almost in all super markets.4 Marketing: MILKFED is serving nation wide consumers through its net work of Regional offices and very strong Distribution channels. VERKA Ice Cream in different flavours and packagings is available in the market. MILKFED has established its Ghee market in Middle East . Milkfed has a plan to add more variety of flavours in SFM. Ice Cream. Many new products are in pipe line. butter. Saudi Arabia. The annual turn over of MILKFED has crossed Rs. freshness. Verka is a brand leader in milk powders and SMP marketed by MTLKFED commands a premium price over powders manufactured by competitors which include multi national as well as private trade and other Cooperative Federations. In addition to Dubai. needs. Changing times brought new trends. milk had never meant so much before. etc. whole milk powder. purity and of course its home made taste. Verka brand has reached in foreign market also. Apart from introducing new variants of UHT long shelf life milk and SFM in carry away bottles.2. . 2.1 Extension of the board: After winning faith of innumerable consumers. ghee. Australia and Japan. Verka Ghee is exported to Newzealand and Malasia also. MILKFED markets a wide range variety of Verka products which include liquid milk.In true sense. Muscat. Now Verka is known for its quality. skimmed milk powder.1255 crores. SFM. cheese.2 Export of milk products: After carving a niche in the national market. lassi. Verka. The penetration is so deep that Verka ghee is available even in far off labour camps.4. tastes and hopes.

5 Quality assurance programme: Quality assurance programme (QAP) which is a part and parcel of dairy plant improvement programme(DPIP) was taken up in Ludhiana Milk union with the Technical guidance from NDDB. verka milk plant. The company is milling over the idea to extend the facility even on Sundays. . They want an end to interference too. Ludhiana. all 12 directors on the board of the verka milk plant. the directors. the verka milk plant has installed a free milk-testing centre outside its main gate on freozpur road. The main objective of the programme is to improve efficiency of plants coupled with loss management to bring down the cost of production. The directors have demanded that the rates of purchases of milk from milk producers should be increased immediately. said the milkfied management never takes up development issues unemployment. Ludhiana. have got together to threaten an agitation if the milkfied management does not increase the procurement price of milk from producers.2. At a meeting held at the verka milk plant here today.” said Anup singh. november II in the backdrop of seizure of adulterated milk in the city. paramjit singh ghawadi(congress) and five directors each from SAD and congress. 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 there products. Verka milk product may go on stir: cutting across party affiliations. “The centre will be providing free milk testing facility from 9 am to 5 pm on all working days. general manager. belonging to the shiromani Akali dal (SAD).

The verka milk plant receives about 2. To keep a strict vigil on private daily owners. the residents had no option but to use be-level milk and its products. In the past few weeks.50 lakh liters of milk daily from 750 villages of Ludhiana district through villages-level milk cooprative socities. done there. anup singh.”We will take random milk samples from dairies and the health department will take strict action against those indulging in adulteration.” he added. Due to unawareness and lack of facilities of getting milk tasted.‟ there is an increase in the supply of spurious and adulterated milk in the market. so it was the need of the hour to open this kind of center. including for synthetic milk. anup singh said the company was planning to raid some private dairy owners along with the health authorities. “In the last five months I have cancelled the contacts of many contractors whose supply was not up to the mark.ualthrough there was a lot of political pressure on me.‟ said a company employee.” within ten to fifteen minutes a report will be handed over to the consumer. The company says it tests the milk at milk cooprative socities first and then again at verka milk plant just to rule out any adulteration in it. . he added.”Anup singh said. the health department has seized a huge quality of adulterated milk from several shops in the city. I didn‟t bow to it and cancelled the contracts of 20 to 25 years old contractors.It has asked consumers to get 250 ml of unpasteurized milk at the tests.

Research instruments: Questionnaire is most common research instrument in collecting primary data during marketing research . 4. 3. Comparison of verka and another brand of beverages. analytical and descriptive methods.The effectiveness of any research work upon the correctness and effectiveness of the research methodology.Chapter-3 RESEARCH METHODOLOGY Objectives of study: 1. To know the satisfaction level of customer with the quality of verka beverages. The purpose of this section is to describe the methodology carried out complete the work. .it constitutes the blueprint for collection. measurement &analysis of data.A questions presented to respondents. the questionnaire is by far the most common instrument used to collect primary data. I have used convenient. 2. Research design: A research design is an arrangement of conditions for collection & analysis of data in a manner that aims to combine relevance to the research purpose with the economy in procedure . Because of its flexibility. To know reason for preferring verka beverages than another by customers. The methodology plays a dominant role in any research work .when we talk about research methodology we not only talk about research methods but also talk about the logic behind the method we use in the context of our research that‟s why out research result are capable of being evaluated either by the researcher himself or by others. To know the satisfaction level of customers with availability of verka beverages. Research methodology: Research methodology is the way to systematically solve the research problem .

Sampling technique:
In order to take the sample for the study sample technique selected is random sampling technique.

Sample size:
100 customer of Ludhiana district

Data collection:
Primary data: It done from the randomly selected people from the customer. Secondary data: It done from various books, journals, newspapers and various internet websites.


Data analysis and interpretation
Q.4.1 Do you often purchase Milk beverage? Response Yes No Total No. of respondents 98 2 100 Percentage 98% 2% 100%


Yes No


Above table shows that more respondents often purchase milk beverages, very few of respondents said they do not purchase milk beverages.

Q.4.2 Brands of beverages prefer mostly? Brand of beverages preferred mostly

Option Mother dairy Amul Verka Others Total

No. of respondents 6 (Average) 22 (good) 70 (excellent) 0 98

Percentage 6.11 22.44 71.45 0 100%

80 71.45 70 60 50 40 30 20 10 0 Mother dairy Amul Verka Others 6.11 0 22.44

Above table shows that more respondents prefer verka beverages, another prefer amul and few prefer mother diary, because verka is mostly available in Punjab.

. of respondents 70 14 10 4 98 Percentage 71.44 14.4.44 14.06 100 80 70 60 50 40 30 20 10 0 71.3 10.2 4.Q.3 Frequency of purchase verka beverages? Frequency of purchases verka beverages Option Daily Weekly Twice in a week Fortnightly Total No.3 10.2 4.06 Daily Weekly Twice in a week Fortnightly Above table shows that mostly consumer use verka beverages daily and some use weekly and others twice in a week or fortnightly.

.06 100% 2% Yes No 98% Above table shows that mostly consumer purchase verka beverages. very few said they do not purchase verka beverage.4 Consumer verka beverages? Response Yes No Total No.4.96 2. of respondents 96 2 100 Percentage 97.Q.

4. .4.Q. of respondents 26 34 40 100 Percentage 26 34 40 100 40 40 35 30 25 20 15 10 5 0 200ml 500ml 1 litre 26 34 Above table shows that more respondents prefer one litre pack size and other 500ml and few prefer 200 ml.B Preferred pack size? Options 200ml 500ml 1 litre Total No.

Q.45 97.45 0 1. .C Problem with verka beverages? Options Quality problem Supply problem Price problem Others Satisfied No.1 1% 0% 0% 1% Quality problem Supply problem Price problem Others Satisfied 98% Above table shows that very few said there is supply problem and other problems in verka beverages. of respondents 0 1 0 1 96 Percentage 0 1.4.4.

18 12.18 12. of respondents 26 58 12 2 0 98 Percentage 26.5 Satisfaction level with verka beverages? Options Highly satisfied Satisfied Undecided Dissatisfied Highly dissatisfied Total No.05 0 100 60 50 40 30 20 26. .53 59.4. few are dissatisfied and others are undecided.53 59.05 0 Highly satisfied Satisfied Undecided Dissatisfied Highly dissatisfied 0 Above table shows that some respondents are highly satisfied. many are satisfied.Q.24 10 2.24 2.

06 100 2% Yes No 98% Above able indicates that more respondents are retentive about verka beverages because of its brand image and good quality. .4. of respondents 96 2 98 Percentage 97.Q.76 2.6 Customer retentive about verka beverages? Options Yes No Total No.

.41 6.41 6.12 80 70 60 50 40 30 20 10 0 73. another from manufacturing stores and few from other sources. Store From other sources Total No.47 20.7 Customer get verka beverages from? Options Retailers M.F. of respondents 72 20 6 98 Percentage 73.12 Retailers M.4. Store From other sources Above table indicates that more retailers purchase verka beverages from retailers.F.47 20.

06 55.81 40 30 20 10 0 Summer Winter Springs 55.4.81 2. .13 100 60 50 40. of respondents 40 2 2 54 98 Percentage 40.06 2.13 2.06 2.8 Preferred season from verka beverages? Options Summer Winter Springs All seasons Total No.06 All seasons Above that indicates that mostly peoples prefer verka beverages in summer and all seasons. Very few said that they prefer verka beverage in winter.

96 2. of respondents 96 2 98 Percentage 97. .9 Satisfaction with availability of verka beverages at the outlets or retailers? Options Yes No Total No.4.06 100 2% Yes No 98% It is pertinent from above table that more people are satisfied with availability of verka beverages. because verka beverages are almost easily available to customers.

.96% 2. very few they are not satisfied with the quality of verka beverages.10 Satisfaction with quality of beverages? Options Yes No Total No. of respondents 96 2 98 Percentage 97.06% 100% 2 Yes No 96 Above table shows that mostly people are satisfied with the quality of verka beverages.4.

44 53.Most liked feature in verka beverages Options Nutrients Taste and flavor Packing Cost Brand image Total No.32 100% 60 53.44 20 16. .12 2.06 0 Nutrients Taste and flavor Packing Cost Brand image Above table shows mostly people liked taste and flavor. of respondents 22 52 6 2 16 98 Percentage 22. packing and cost of verka beverage.06 6.06 50 40 30 22.32 10 6. some liked nutrients.12 2.06 16. very few like it for brand image.

5 67.5 100 70 60 50 40 30 20 10 0 Nutrients Taste Cost Packing Availability Excellent Good Average Above table shows that respondents like Nutrients. but not excellent.1 56. .4. Availability and packaging is good.7 14.4 100 Packing % 2 56 40 98 2.4 8.Q.1 100 Availability % 14 50 34 98 14.3 61.3 26.8 41.3 100 Cost 12 60 26 98 % 12. taste and cost of verka beverages.5 51 34.1 100 Taste 50 34 14 98 % 51 34.12 Preference 4 different attributes of verka beverages? Nutrients % Excellent Good Average Total 24 66 8 98 24.

71. 22. 11. Out of 100 respondents I.96% consume verka beverage and 2. .13%respondents prefer verka beverages in all seasons.96% are satisfied with quality of verka beverages and rest 2. 3. 97.3%respondents purchase verka beverage weekly . 98%of respondents often purchase milk beverage and 2%do not purchase milk beverage. 10. Out of 100 respondents 97.06%are not satisfied. Out of 100 respondents 55.2% respondent verka beverage twice in a week and 4.14.44% respondents purchase verka beverage daily. Out of 100 respondents 97.05% are dissatisfied. 7.59.45%respondents said quality problem and 1.18% satisfied. Out of 100 respondents 73. 71 . 8.96% respondents retentive about verka beverages and 2.47%respondents gets verka beverages from retailers.44%respondents prefer amul and rest 6. 2.45% said price problem and 97. Out of 100 respondents. Out of 100 respondents 97.81 %in summer and 2. 40. 5.41% respondents gets verka beverages other sources. Out of 100.06%purchase verka beverage fortnightly.53% are highly satisfied with verka beverages .Chapter-5 Findings of the study 1. 9.10.06%in winter and in springs.96% respondents are satisfied with availability of verka beverages at respondents and outlets and rest 2. II prefer mother dairy. Out of 100 respondents 26% respondents prefer 200 ml 34% prefer 500 ml and 40%prefer I liter.24% undecided and 2.45%respondent prefer verka.20.06%are not satisfied.1% satisfied. 12.06%respondents are not retentive about verka beverages. 4.06%do not purchase verka beverage. 6. 12. Out of 100 respondents 26.

5 said average. .32% like because of brand image. 67. 61.4% is average. Out of 100 respondents 24.51% said taste is excellent. 6. 14.7% said good and 14.3% said Average.1% said packing is excellent.8°/a said good and 41. 56.13.44% like verka beverages because of nutrients.4% said good and 8.3% said cost is excellent.12%because of packing.06%because of taste.1% is average.1% said average.14. 53. 2.5% said nutrition is excellent.06%because of cost and 16.3% is good and 26. 34.5% said availability is excellent. 2. 51% said good and 34.12. Out of 100 respondents 22.

2.U Ludhiana. There should be home delivery of milk in some areas like P. Packing of verka beverages should be improved like cane can be used for packing of cold coffee and milk which are earlier packed in bottle. . There should be replacement of products if that product is damaged by company‟s own fault. For instance passed expiry date or poor packaging. it will attract the more customers. so that which problems are faced by the regarding verka beverages.A.Suggestions 1. 4. 3. 5. Time based feedback must be taken by the company from customers. At some places it was found that demand is more but availability is not satisfactory so quick and adequate supply must be insured.

There is not a particular trend followed in this industry to promote sales. 3. . No replacement of damaged and expired products. 4. Actions are taken according to the situation and the situation changes very fast in the industry. 2. No advertisement is there. The number of shops is very large in the number and it is very difficult to cover all of them.Limitation of the study 1.

Advertisement is good so no need to more stress on it. verka beverage mach with expectation of customers and they are fully satisfied with the quality and availability of verka beverages . So in order to complete in this market everything should be perfect with mm focus on distribution. Customer prefers verka beverages than another brand because its availability is good in Punjab. For promotion of sales there should be more improvement in packing because it is good not excellent and in scheme also. Customers are retentive about verka beverages because of its good taste and nutrition.Conclusion Beverages industry is very competitive industry and dominance of verka makes it tougher for other brands to establish in the field. Thus we can say that verka provide healthy beverages to customers.Customer purchase verka beverage because of its good quality and price mostly peoples consume verka beverage daily. The distribution must be proper and retailer s must be the main centre of focus. . They are the people who can make difference.

No. 1) _______________________________________________ _______________________________________________ _______________________________________________ Do you often purchase Milk beverage? Yes __________ No __________ 2) Brands of beverages prefer mostly? Mother dairy __________ Amul __________ Verka __________ Others __________ 3) Frequency of purchase verka beverages? Daily __________ Weekly __________ Twice in a week __________ Fortnightly __________ 4) Consumer verka beverages? Yes __________ No __________ 5) Preferred pack size? 200ml ___________ 500ml ___________ 1 liter ___________ .Appendix Consumer survey form Name of customer Address Tel.

Store ___________ From other sources ___________ 10) Preferred season from verka beverages? Summer _____________ Winter ______________ Springs _____________ All seasons ___________ 11) Satisfaction with availability of verka beverages at the outlets or retailers? Yes _____________ No _____________ 12) Satisfaction with quality of beverages? Yes ____________ No _____________ .F.6) Problem with verka beverages? Quality problem _________ Supply problem ___________ Price problem ____________ Others ______________ 7) Satisfaction level with verka beverages? Highly satisfied _____________ Satisfied _______________ Undecided _____________ Dissatisfied ____________ Highly dissatisfied ____________ 8) Customer retentive about verka beverages? Yes ___________ No ___________ 9) Customer gets verka beverages from? Retailers _____________ M.

13) Most liked feature in verka beverages? Nutrients ____________ Taste and flavor _________ Packing _______________ Cost _______________ Brand Image _____________ 14) Preference 4 different attributes of verka beverages? Verka Nutrient Taste Cost Packaging Availability _____________ _____________ _____________ _____________ _____________ Other _____________ _____________ _____________ _____________ _____________ 15) Any suggestion _______________________________________________ .

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