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I take this opportunity in expressing my sincere gratitude to my teachers, guide and others who have helped me in completing my project work in particular and my course in general. First of all I would like to express my thanks to management of the dairy for allowing me to complete my training there. I am thankful to Mr. Vijoy Kumar, Management Director, who arranged my training programme in the organization. I am thankful to Mr. Gyan Shankar Sir, Marketing Manager as well as my training guide at Muzaffarpur dairy & Mr. Dhananjay Kumar, for his proper guidance, co-operation and valuable suggestions. It would be difficult task to complete this project report without his co-operation and guidance.

I am extremely thankful to my able guide Dr. J. John Adaikalan, (Asst. Professor) Annamalai University, for his all along suggestions and dynamic guidance to me. And lastly that name who encouraged and assists me, every time in my life. He always tries to boost up my morality therefore I easily overcome all hindrances. That name goes to my loving parents and all family members.

[Manoj Prabhakar]

CHAPTER 1. a) b) c) d) e) 2. a) b) c) d) e) f) 3. a) 4. 5. a) b) TOPIC PAGE NO. 3-32

INTRODUCTION Dairy industry profile About the company About the study Objective of the study Limitation of the study RESEARCH METHODOLOGY Study of the objective Research design Sampling technique Sampling plan Data collection methods Methods of analysis DATA ANALYSIS AND INTERPRETATION Anova test FINDING AND SUGGESTION CONCLUSION Bibliography Appendix


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Chapter: 1


1.1 DAIRY INDUSTRY PROFILE: Dairy enterprise is an important occupation of the farmer. In India, nearly 70% of the people depend on agriculture. It is the backbone of India. It is mainly a rural occupation closely associated with agriculture. More than 2,445 million people economically active in agriculture in the world, probably 2/3 or even more of them are wholly or partly dependent on livestock farming. India is endowed with rich flora & fauna & continues to be vital avenue for employment and income generation, especially in rural areas. The dairy sector in the India has shown remarkable development in the past decade and India has now become one of the largest producers of milk and value-added milk products in the world. The dairy sector has developed through co-operative in many parts of the state. Traditionally, in India dairying has been a rural cottage industry. Semi-commercial dairying started with the establishment of military dairy farms and co-operative milk unions throughout the country towards the end of the 19th century. In earlier years, many households owned their own family cow or secured milk from neighbors who had one. With the increase in urban population fewer households could afford to keep a cow for private use & moreover there were other problems also like the high cost of milk production, problem of sanitation etc. restricted the practice; and gradually the family cow in the city was eliminated and city cattle were all sent back to the rural areas. Gradually farmers living near the cities took advantage of their proximity to the cities & began supplying to the urban population; this gave rise to the fluid milk sheds we see today in every cities of our country. Prior to the 1850s most milk was necessarily produced within a short distance of the place of consumption because of lack of suitable means

of transportation and refrigeration. The Indian Dairy Industry has made rapid progress since Independence. A large number of modern milk plants and product factories have since been established. These organized dairies have been successfully engaged in the routine commercial production of pasteurized bottled milk and various Western and Indian dairy products. With modern knowledge of the protection of milk during transportation, it became possible to locate dairies where land was less expensive and crops could be grown more economically. In India, the market milk technology may be considered to have commenced in 1950, with the functioning of the Central Dairy of Aarey Milk Colony, and milk product technology in 1956 with the establishment of AMUL Dairy, Anand. Indian dairy sector is still mainly an unorganized sector as barely 10% of our total milk production undergoes organized handling. Beginning in organized milk handling was made in India with establishment of Military Dairy Farms. Handling of milk in co-operative Milk Unions established all over the country on a small scale in the early stages. Long distance refrigerated rail-transport of milk from Anand to Mumbai since 1945 pasteurization and bottling of milk on a large scale for organized distribution was started at Aarey (1950), Calcutta (Haringhata, 1959 ), Worli (1961), Madras(1963) etc. establishment of Milk Plants under the Five-Year plans for Dairy Development all over India. These were taken up with the dual object of increasing the national level of milk consumption and ensuing better returns to the primary milk producer. Their main aim was to produce more, better and cheaper milk.

NATIONAL DAIRY DEVELOPMENT BOARD (NDDB): The National Dairy Development Board was created to promote, finance and support producer-owned and controlled organizations. NDDBs programmes and activities seek to strengthen farmer cooperatives and support national policies are favorable to the growth of such institutions. Fundamental to NDDBs efforts are cooperative principles and the Anand pattern of cooperation. A commitment to help rural producers help themselves has guided the Dairy Boards work for more than 30 years. This commitment has been rewarded with achievements made by cooperative dairies in milk production, employment generation, and per capita availability of milk, foreign exchange saving and increased farmer incomes. The National Dairy Development Board (NDDB) has replaced exploitation with empowerment, convention with modernity, stagnation with growth and transformed dairying into an instrument for the development of Indian farmers. The National Dairy Development board was created in 1964 in response to the Prime Minister Lal Bahadur Shastris call to transplant the spirit of Anand in many other places. He wanted the Anand model of dairy developmentwith institutions owned by rural producers, which were sensitive to their needs and responsive to their demands-replicated in other parts of the country.

The Boards creation was routed in the conviction that our nations socioeconomic progress lies largely on the development of rural India. Thus NDDBs mandate is to promote, finance and support producer-owned and controlled organizations. NDDBs programmes and activities seek to strengthen farmer cooperatives and support national policies that are favorable to the growth of such institutions. NDDB believes that the 7,000-crore(Rs.70-billion) milk cooperative market is getting much more competitive and wants to strengthen the position of cooperatives through a multi- pronged action plan with an outlay of Rs. 800 crores (Rs.8-billion). This includes using MDFL to enter into 51:49 joint venture companies with state cooperative federations to assist them with marketing value added products and to help them in other ways to become self-reliant enterprises.

Co-operative companies playing in Dairy industry and its brands: STATES Andhra Pradesh Bihar Gujarat Haryana Himachal Pradesh Karnataka Kerala Madhya Pradesh Orissa Utter Pradesh Punjab CO-OPERATIVE UNIONS operative Federation Limited(APDDCF) Bihar State Co-operative Milk Producers Sudha Federation Limited(COMPFED) Gujarat Co-operative Milk Marketing Amul,Sagar Federation Limited(GCMMF) Haryana Dairy Development co-operative Vita Federation Limited(HDDCF) Himachal Pradesh State Co-operative Milk Producers Federation Limited (HPSCMPF) Karnataka Co-operative Milk Producers Nandini Federation Limited(KMF) Kerala State Co-operative Milk Marketing Milma Federation Limited (KCMMF) Madhya Pradesh state Co-operative dairy Sanchi, Federation Limited(MPCDF) Federation Limited (OMFED) Pradeshik Co-operative dairy Limited(PCDF) Punjab State Co-operative Milk Producers Verka Federation Limited(MILKFED) Federation Parag Shakti,Sneha Orissa State Co-operative Milk Producers Omfed BRANDS

Andhra Pradesh Dairy Development co- Vijaya

Rajasthan Tamil Nadu West Bengal Goa Jammu




Federation Saras

Limited(RCDF) Tamil Nadu Co-operative Milk Producers Aavin Federation Limited(TCMPF) West Bengal Co-operative Milk Producers Benmilk Federation Limited(WBCMPF) Goa State Co-operative Milk Producers Union Goadairy Limited Jammu Co-operative Milk Producers Jamfed Federation Limited Pondicherry Pondicherry Co-operative Producers Union Ponlait Limited Sikkim Tripura Sikkim Milk Producers Union Limited Sikkimilk

Tripura Co-operative Milk Producers Union Gomati Limited

1.2 ABOUT THE COMPANY:Tirhut Dugdh Utpadak Sahkari Sangh Limited, Muzaffarpur Dairy, Bihar is the largest milk union in the eastern part of India- an industrially deprived region, 14th January ,1991 was the day when Muzaffarpur dairy was handed over by Bihar State Cooperative Milk Producers Federation limited (COMPFED) to management of Milk Union. The cooperative dairying, in the region encompassing Muzaffarpur, Sitamarhi, sheorhar, Motihari, Bettiah, Siwan and Gopalganj district, was in the doldrums. Production had stagnated and per capita consumption was falling down. Farmers in the villages, involved in dairying as an occupation, were compelled to sell milk to middle man at low prices because of the absence of the effective regulatory market intervention. In this worsening scenario the farmers of the region, under the influence of the milk union decided to form dairy cooperatives and sell the milk directly to the cooperative instead through the middle man route. Forming of cooperative offered its own difficulties, here was an illiterate farming community being told to form a modern cooperative and market their milk directly, It also met with opposition from local operators, the middleman that it employed. The cooperative struggled against all odds for year and it survived, and eventually it thrived. Previously the milk procurement was as low as 30 TKPD and the lean flush ratio was 1:2.5. Today there are more than 61000 farmers who are members of 1092 village dairy cooperative societies pour milk in DCS. From a total procurement of 0.90 million tons from our DCS in 1992, the production has gone up to more


than 6.0 million tons in the last one decade or so. This means that crores of rupees as on today is flowing back into the rural economy directly to benefit the poorest of the region who were earlier tend to migrate to other states (mainly Punjab, Haryana) in search of their bread and butter. As on today about Rs.5-6 crores is being pumped to the rural village from our union against purchase of milk in each month. Tirhut Dugdh Utpadak Sahkari Sangh Limited, Muzaffarpur Dairy, Bihar created modern value Added processing and production facilities. It has a range of delicious Indian sweets under the brand name of SUDHA in its fold viz Rasgula, Gulabjamun, Peda, Kalakand, Milk cake, Misthi Dahi, Sweetened condensed milk product called Sudha Special, Paneer. Now SUDHA has been the synonymous of quality in the area of milk and milk products and has become household name in the eastern part of the country. Two new fresh products i.e. Ramdana Lie and Kaju Barfi have been introduced recently. Their demand in market is very much encouraging. Request for Technology transfer for Indigenous milk products by Mother Dairy, Delhi speaks about our competency in area of product development. Tirhut Dugdh Utpadak Sahkari Sangh Limited, Muzaffarpur Dairy, Bihar has first introduced Peda making machine in this part of region to cater to need of grooming demand of desiccated milk products. Modern technologies in animal breeding and feeding have been adopted by a significant number of farmers. The conditions for long term growth in procurement have also been created. Technical input services including artificial Insemination, balanced cattle feed/bypass proteins fed, better fodder


varieties and emergency veterinary health services have not only helped in raising and sustaining milk production but have also ensured a better quality of life in the village. All these could happen because farmers productive capacity has been linked with professional management in fine tuning. When farmer have structure like Tirhut Dugdh Utpadak Sahkari Sangh Limited, Muzaffarpur Dairy at their command with the close assistance of efficient professional management, they have the means to ensure that the fruits of science and technology reach all those who benefits. It is only when such structures exist those farmers develop confidence getting an assured remunerative price for their produce. This is turn stimulated investment in productivity. Further, farmers also demand the delivery of services and inputs they need to realize returns on their investment. Such structure can perhaps educate farmers to the fragile nature of the environment and the need to conserve it. Tirhut Dugdh Utpadak Sahkari Sangh Limited, Muzaffarpur Dairy, Bihar has been identified by NDDB as one of the largest milk union in Eastern India where clean milk Production scheme has been launched. Now village cooperatives in a village are a clean well and orderly placed. The villages are cleaner, better-fit and more orderly before our cooperatives began to operate. When the people of a village see cleanliness, sanitation, hard work and discipline in the cooperative and when they know that the cooperative serves them well, does it not lead them to bring more of these qualities in to their own life?


Besides rural employment the union gas also created urban employment significantly by engaging dealers and retail outlet for its variety of wholesome products. The Muzaffarpur Dairy has adjudged the best performing dairy for the year of 1997-98. Cost reduction and technology Management, Modernization of process and plant technology, quality assurance program leading to ISO 9000:2000 and HACCP certification, high tech information management and high profile human resource Management, all are measures under way to update the technology available to rural producers / our employees / our customers / our suppliers / our dealer / our retailer /all one associates direct or indirect and so further improve their socio health. The union has been conferred with National Industries Excellence Award by world economics process society (WEPS) new Delhi for its contribution in Samman puruskar by Indian economic development and research association (IEDRA) New Delhi for its significant contribution towards socio- economic growth of rural India by providing rural employment The impact of Tirhut Dugdh Utpadak Sahkari Sangh Limited, Muzaffarpur Dairy, Bihar, established in the region, resulted Pride of India award, International Gold star Millennium Award & Kohinoor Award conferred to its managing Director.


Tirhut Dugdh Utpadak Sahkari Sangh Limited, Muzaffarpur Dairy, Bihar At a Glance 1. Year of Establishment 2. Initial Plant Capacity 3. Present Plant Capacity 4. Handling Capacity 5. Storing Capacity 1982 25000 Liters 100000 Liters 65000 Liters 127000 Liters

Chilling Centers at TIMUL 1. Sitamarhi 2. Motihari 3. Gopalganj 4. Sahebganj 5. Bettiah Numbers of Tankers 1. Small tankers 2. Big tankers 12 7 15000 LPD 15000 LPD 15000 LPD


Marketing areas Muzaffarpur Motihari Bettiah Raxaul Sitamarhi Gopalganj Siwan Sahebganj

Organized DCS: Mode of Disposal:

949 Rail & Road Milk Tanker


HISTORY OF COMPFED The Bihar State Co-operative Milk Producers Federation Ltd. (COMPFED) was established in 1983 as the implementing agency of operational flood programme of dairy development on Anand pattern in Bihar. Area of Operation There are six district level Milk producers Co-operative Unions affiliated to the Milk Federation. These milk unions are covering twenty six districts and in addition five districts are being covered by the Federation. 1. Vaishali Patliputra Milk Union, Patna: and Siwan districts. 2. DR Milk Union, Barauni: - Begusarai, Khagaria, Lakhisarai, Shekhpura and some village of Munger and Saharsa districts. Patna, Vaishali, Nalanda, Saran

3. Tirhut Milk Union, Muzaffarpur: - Muzaffarpur, Sitamarhi, Sheohar, E. Champaran and Bettiah districts. 4. Shahabad Milk Union, Arrah: - Bhojpur, Buxar, Kaimur and Rohtas districts. 5. Mithila Milk Union, Samastipur: - Samastipur, Darbhanga and Madhubani districts. 6. Bhagalpur Milk Union, Bhagalpur: - Bhagalpur, Munger, Banka and Jamui Districts.


The Milk Federation has already taken up organization of Dairy Co-operative Societies (DCS) in the districts of Gaya, Jahanabad, Arwal, and Nawada under Magadh dairy project and work has been initiated in Saharasa, Supaul and Madhepura districts. However, kosi dairy project will be covering Kishanganj, Katihar, Purnia and Araria districts also. The districts of East and West Singhbhum, Ranchi, Bokaro and Dhanbad now in Jharkhand are being covered by the dairies directly under the control of Milk Federation for the supply of milk and milk products to the urban consumers in these cities. Procurement of milk has been taken up in Ranchi districts only.


Fresh Milk Products of MUZAFFARPUR DAIRY PRODUCT LASSSI RASGULLA GULABJAMUN DAHI PANEER SUDHA SPECIAL RABRI Ramdana lie Kaju Barfi Khoa methai Ghee PACKING 200gm, 250 gm,500gm,7kg,18kg 500gm,7kg,18kg 100 gm,7kg,18kg 200gm,400gm 250gm, 100gm, 100gm, 250gm,500gm 250gm 500gm


MILK AND MILK PRODUCTS Our products are available in market under brand name Sudha. These products are produced keeping in view the taste and preferences of consumers. Our main products are as follows:Milk: Sudha cow milk Sudha gold milk Sudha shakti milk Sudha healthy milk Sudha smart milk Sudha lite milk


Milk Products: Sudha Ghee Sudha Ice-Cream Sudha Misti-dahi Sudha Peda Sudha Paneer Sudha special Sudha Kalakand


Sudha Rasogulla Sudha Gulabjamun Sudha Plain-curd Sudha Ledikeni Sudha Balusahi

New Product Launches: Sudha cool sip Sudha Mattha Sudha milk honey Sudha milk powder




27% (Approx)


15% (Approx)


35% (Approx)


15% (Approx)


08% (Approx)


1.3 ABOUT THE STUDY: A THEORETICAL ASPECT OF MARKETING PROSPECT: One of the challenging tasks faced by an industrial firm is the development and marketing new industrial products. Though new product development is complex and difficult, it is a valid and necessary task for a profitable growth of a firm. It tests a firms market knowledge, technical competence, financial strength, and ability to complete. Unless products that have entered the decline stage are replaced by new products a firm cannot expect to maintain its profitability and growth. CLASSIFICATION OF NEW PRODUCTS: 1.) New to the world products: new products that create an entirely new market. 2.) New product line: new products that allow a company to enter an established market for the first time. 3.) Additions to existing product line: new products that supplement established product lines (package size, flavors etc.) 4.) Improvements and revisions of existing product: new products that provide improved performance or greater perceived value and replace existing products. 5.) Repositioning: existing products that are targeted to new markets or market segments. 6.) Cost reductions: new products that provide similar performance at lower cost.


THE NEW PRODUCT DEVELOPMENT PROCESS: The process by which potential products ideas are generated, evaluated, directed, and turned into products is called the New- product development process. We shall consider seven stages in the new product development process, although it can be described in a verity of other ways with more and less number of stages. The seven stages of new-product development process are: (1) Idea generation (2) Screening of ideas (3) Concept testing (4) Business analysis (5) Product development (6) Test marketing (7) Commercialization. (1). Idea generation: The focus in this first stage is on searching for new product ideas. Few ideas generated at this stage are good enough to be commercially successful. New product ideas come for a verity of sources. An important of new product ideas is customers. Fundamentally, customer needs and wants seem to be the most fertile and logical place to start looking for new product ideas. This is equally important for both personal consumers and industrial customers.


Product planning starts with the creation of product ideas. The continuous search for new scientific knowledge provides the clues for meaningful idea formation. Internal Sources of New Product Ideas: Research and Development (R&D) Department Technical Service Staff Company Salesman Executive Personnel Top Management Company Patent Department From Employees Suggestions, etc. External Sources of New Product Ideas : Consumers Competitors Consulting Organizations Advertising Agencies Government Agencies Distributers Wholesalers and Retailers Free lance inventors.


(2). Screening of Ideas: After collecting the product ideas, the next stage is screening of these ideas. The main object of screening is to abandon further consideration of those ideas which are inconsistent with the product policy of the firm. The product ideas are expected to be favorable and will give room for the consumer satisfaction, profitability, a good market share, firms image etc. All the ideas cannot be accepted, because certain product plans need huge amount of investments, for certain plans raw materials may not be available, certain plans may not be practicable etc. Many of the ideas are rejected on account of many reasons and thus eliminate unsuitable ideas. Only promising and profitable ideas are picked up for further investigation. (3). Concept Testing: After the new product idea passes the screening stage, it is subjected to concept testing. Concept testing is different from test marketing, which takes place at a large stage. What is tested at this stage is the product concept itselfwhether the prospective consumers understand the product idea, whether they are respective towards the idea, whether they actually need such a product and whether they will try out such a product if it is made available to them. In fact, in addition to the specific advantage of getting the consumers response to the product idea, this exercise incidentally helps the company to bring the product concept into clearer focus. Concept testing helps the company to choose the best among the alternative product concepts. Consumers are called upon to offer their comments on the precise written description of the product concept, viz, the attributes and expected benefits.


(4). Business Analysis: The purpose of business analysis is to develop estimated projections of the sales, costs, and profitability of the proposed new product over 5-7 years. It is a detailed analysis in terms of Required investment in plant, equipment, working capital, and market development; Market potential, sales forecast, customer and competitive analysis; Costs of product development, manufacturing and marketing the product; Likely price levels, profitability and return on investment, and so on. It is not a right decision to assign the task of business analysis to those persons who have either proposed the new product idea or who are advocating its acceptance, because of their excessive optimism or having vested interest. Either management consultants or the corporate planning staffs, who have experience and skills in strategic planning, marketing, finance, engineering and production, could be given the task of business analysis. If the projected sales and profits satisfy the companys long term objectives or goals, then the new product concept moves to the next of product development. It should be noted that the projections made in business analysis may be revised if new information comes in.


(5). Product Development: Product development is a process in which engineers and technicians create the desired product. The R & D department develops one or more prototypes of the product concept. The development of a prototype will confirm or negate its ability to produce the product with in the cost estimates and performance parameters previously established. The marketing department must inform the R & D department about the needs of the customers in term of product performance and the cost estimates, based on the customers reactions on the concept testing carried out earlier. The R & D departments challenge is to achieve both the performance and the cost objectives. In todays fiercely competitive market, developing a new product or a new technology is not enough, how fast the new product is developed and launched in the market is very critical. Conventional development engineering cycle consists of: Design Process Engineering Tooling Final product Manufacturing Testing

(If there is no failure during testing). The possibility of reducing this cycle to half and for speeding up the development, a concept of concurrent engineering is practice. It uses hi-tech computer hardware and software tools, in conjunction with high speed satellite communication to design, test, process engineer, manufacture tolling, and so forth, simultaneously instead of


in a long sequence. All this is done to ensure that new products are developed and launched in the market before the competitors. (6). TEST MARKETING: In industrial marketing, market testing is done by using different methods. These are alpha and beta testing, introduction of new product at trade shows, testing in distributer/dealer showrooms, and test marketing. The choice of the method of testing depends on the size and cost of the product in a short span of time. Alpha testing consists of testing the products which are high priced or new technologies, internally in the company. The product is done to evaluate the performance parameter and operating costs. If the results of an in-company testing are satisfactory, the company will go for the second stage of beta testing at the potential user sites. The sales marketing people should identify the user firms who would permit confidential testing of the new product at their factories. The marketing and technical people should observe how the user firms use the product, if any problems are faced while using the new product, and interact with the user firms technical and other members. If the numbers of users of the new product are small, product testing at relatively few user sites may suffice. However, in case of large number of industrial users, the result of product testing at few users site may be difficult to generalize. If market testing of the new product gives adequate information to decide on launching the new product, the company management decides to go ahead with commercialization.


(7).COMMERCIALIZATION: A product is commercialized or launched when it is introduced to a target market. It involves implementation of the various activities developed in an action plan as a part of the marketing plan. The activities include training of sales force, product catalogues, price list introductory advertisements, adequate stocks at the company warehouses and /or with dealers/distributors, customer service, and so on. In order to ensure proper co-ordination and timely completion of many activities involved in launching a new product, industrial marketers can use critical path method (CPM) network technique. The marketing activities have to be synchronized with production to ensure market entry timing. In launching a new product, the company must make four decisions: (A) When should the product to be launched? Right time. (B) Where should it be launched? A single locality, A region or National market. (C) Which group should be targeted? Existing customers. (D) How should it be launched? Develop an action plan for introducing the new product into the rollout markets.


Consider the following before launching a new product: Effective market research Identification of consumer needs Effective promotion Proper distribution system Correct pricing strategy Knowledge of local needs Choose correct time

1.4 OBJECTIVES OF THE STUDY: The following objectives are studied for this project work: To find which type of Soan Papri people like most. To find what are the factors affecting the sales of Soan Papri. To find which media is most effective to promote Sudha Soan Papri. To find which size of packaging is most effective in the market. To study the level of consumers awareness towards Sudha milk products. To find the target market for Sudha Soan Papri.


1.5 LIMITATIONS OF THE STUDY: Every study is conducted under some limitations. This study is also no exception. Main limitations of the study are as follows: Due to fast changing marketing environment the analysis may not hold good for a long time. Due to the lack of time, during this limited period the study may not be detailed full-fledged and useful in all aspects. It was very challenging to convince people to participate in interview. There was the limited time available each day and lots of tasks had to complete in a day like preparing a reports, conducting surveys etc.





METHODOLOGY: Methodology is a systematic way to undertake the study. It may be understood as a science of studying how study is done. In fact, success of the research project depends entirely on the data and therefore the methods employed in the collection of the data. STUDY OBJECTIVE: The main objective of the study is to understand the business environment of Sudha Soan Papri in Motihari, to know the marketing prospect of Sudha Soan Papri. RESEARCH DESIGN: Research design indicates the methods of research i.e., the methods of gathering information and methods of sampling. Research design in the study is descriptive analytical research. It is designed to describe something, such as demographic characteristics or who use the product. SAMPLING TECHNIQUE: The sampling techniques involved in this project are convenience sampling technique. The respondents were interviewed at various places like residence and outlet shop of milk products.


SAMPLING PLAN: 1. Sampling unit: sampling unit consist of only consumers, it mainly comprises of consumers in Motihari. 2. Sampling method: convenience sampling method. 3. Sample size: It consists of 100 consumers.

DATA COLLECTION METHODS: 1.) Primary Data: In this method the various information are gathered for the very first time or we can say that it is a way of getting first hand information. Primary data is gathered by interview, questionnaire. This primary data collection was major part of field survey. 2.) SECONDARY DATA: Data which are already available and it may provide ready information relevant to the study is called secondary data. The information collection process and methodology which I followed secondary data with the help of Internal source (Life history, Letters, Diaries and Memory), External Sources (Book, Business Journals, Websites etc.) and other such modes of information generation.


QUESTIONNAIRE DESCRIPTION: The questionnaire was prepared consisting of structured and non-disguised. The questions were logically and sequentially arranged in the questionnaire so the proper and authentic information can be obtained from the respondents without any anomalies from the part of the respondents provided corrects response can obtained.

METHODS OF ANALYSIS: In order to analysis the data obtained from questionnaire various statistical tools were used like the average, percentage, charts and ANOVA test were used. ANOVA: Analysis of variance (ANOVA) is an extremely useful technique concerning researches in the field of economics, biology, education, psychology, sociology, business/industry and in researches of several other disciplines. Through ANOVA technique one can, in general, investigate any number of factors which are hypothesized or said to influence the dependent variable. Under the oneway ANOVA, we consider only one factor and then observe that the reason for said factor to be important is that several possible types of samples can occur within that factor.





Table:-1 Gender of respondents

Gender category Male Female Total Graph:-1

No. of respondents 80 20 100

Gender of respondents
Female 20%

male 80%

The above table and chart shows that out of the total 100 respondents 80% are male and the rest 20% are female. So, most of the respondents are male.



Age category 10-20 Years 20-30 Years 30-50 Years above 50 years Total Graph:-2

No. of respondents 6 49 36 9 100


above 50 years 9% 10-20 Years 6%

30-50 Years 36%

20-30 Years 49%

The above table and chart shows that 49% respondents fall in the category of age group 20 to 30 years, 36% are 30 to 50 years of age, 6% respondents are 10 to 20 years of age and rest 9% respondents are above 50 years of age. It is therefore inferred that the age group 20 to 30 constitute the maximum number of customers who come for purchasing milk products.


Occupation category Student Government employee Private employee Business unemployed Total Graph:-3

No. of respondents 28 12 35 13 12 100

unemployed 12% Business 13%

Student 28%

Private employee 35%

Government employee 12%

The above table and chart shows that out of the total respondents 35% are in private job 12% are in government job 13% are in business 28% respondents are students and remaining 12% are unemployed. So, majority of the respondents are private employee.



Tasted soan papri Yes No Total

No. of respondents 91 9 100


No 9%

Yes 91%

The above table and chart shows that out of the total respondents 91% respondents have tasted Soan Papri and remaining 9% respondents have not tasted Soan Papri.



Type of soan papri Loose Branded Packed & Branded Other specify Total

No. of respondents 4 51 43 2 100


Other specify 2% Loose 4%

Packed & Branded 43%

Branded 51%

The above table and chart shows that out of the total respondents 51% are purchasers of branded soan papri 43% are packed and branded 4% are loose purchasers and remaining 2% of respondents buy in other forms. So, majority of the purchases branded soan papri.


Brand Amul Haldiram Bikaji Any other Total

No. of respondents 37 31 18 14 100


Any other 14% Amul 37%

Bikaji 18%

Haldiram 31%

On the brand of soan papri 37% of respondents are of the opinion that they are consumers of Amul, 31% are consumers of Haldiram, 18% are consumers of Bikaji and rest 14% are consumers of other brands. From the above data is comes as an inference that Amul is the most preferred brand of soan papri among customers.



Types Vegetable oil Pure ghee Total

No. of respondents 12 88 100


Vegetable oil 12%

Pure ghee 88%

The above table and chart shows that out of the total respondents 88% like pure ghee of soan papri and remaining 12% respondents like vegetable oils soan papri.



Like Yes No Total

No. of respondents 83 17 100


No 17%

Yes 83%

The above table and chart shows that out of the total respondents 83% respondents like flavored soan papri and remaining 17% respondents dont like flavored soan papri.



Flavours Elichi Flavour Orange flavor Mango flavor Chocolate flavor Any other Total

No of respondents 47 21 11 9 12 100


Chocolate Any other flavor 12% 9% Elaichi Flavor 47%

Mango flavor 11% Orange flavor 21%

The above table and chart shows that out of the total respondents 47% prefer for Elichi flavor, 21% prefer for Orange flavor, 11% prefer for Mango flavor, 9% prefer for chocolate flavor and rest 12% prefer for any other flavors of soan papri.



Factors Taste Brand Availability Price Quality Total Graph:-10

No. of respondents 18 29 19 7 27 100

Quality 27% Taste 18%

Price 7% Availability 19% Brand 29%

The above table and chart shows that out of the total respondents 29% consumers are select soan papri on the basis of brand, 27% are select on the basis of quality, 19% are select on the basis of availability, 18% are select on the basis of taste and remaining 7% are select on the basis of price.



Usage Yes No Total

No. of respondents 84 16 100


No 16%

Yes 84%

On the usage response it comes as inference that 84% of the total respondents are user of Sudha products and rest 16% are non users of Sudha products. There it may be said that Sudha has a dominant purchase in the Motihari as 84% of total respondents are users of Sudha products.


Influencing factors Product quality Price value Brand Design Availability Total Graph:-12

No. of respondents 38 15 27 3 17 100


Availability 17% Design 3% Product quality 38%

Brand 27%

Price value 15%

The above table and chart shows that out of the total respondents 38% respondents are influence on the basis of product quality, 27% on the basis of brand, 17% on the basis of availability, 15% on the basis of price value and remaining 3% are influence on the basis of design of the product.



Opinion Very good Good Poor Total

No. of respondents 41 58 1 100


Poor 1%

Very good 41%

Good 58%

The above table and chart shows that out of the total respondents 58% says that good, 41% very good and rest 1% say poor. So, majority of the respondents are satisfied with packaging.



Satisfaction level Highly satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied Total

No. of respondents 32 52 13 2 1 100


Neutral 13% Dissatisfied 2% Highly Dissatisfied highly satisfied 1% 32%

Satisfied 52%

The above table and chart shows that out of the total respondents 52% are satisfied, 32% are highly satisfied, 13% are neutral, 2% are dissatisfied and rest 1% are highly dissatisfied with quality of Sudha products.



Aware Yes No Total

No. of respondents 84 16 100


No 16%

Yes 84%

The above table and chart shows that out of the total respondents 84% are aware and rest 16% not aware that Sudha dairy is going to launch soan papri.



Media Electronic Print Outdoor Any other Total Graph:-16

No. of respondents 17 45 26 12 100

Any other 12% Outdoor 26% Electronic 17%

Print 45%

The above table and chart shows that out of the total respondents 45% are aware through Print media, 26% through Outdoor media, 17% through Electronic media and rest 12% aware through any other media.



Prefer Yes No Total

No. of respondents 87 13 100


No 13%

Yes 87%

The above table and chart shows that out of the total respondents 87% are prefer Sudha soan papri and rest 13% respondents are not prefer Sudha soan papri.



Packaging size 100 gm 250 gm 500 gm Above 500 gm Total Graph:-18

No. of respondents 5 18 51 26 100


Above 500 gm 26%

100 gm 5%

250 gm 18%

500 gm 51%

On package size 51% respondents are of the opinion that they would prefer 500 gm, 18% prefer 250 gm, 5% prefer 100 gm and the rest 26% preferred above 500 gm size of soan papri. In terms of packaging, 500 gm is the preferred quantity by maximum number of respondents, while above 500 gm package is the second most preferred packaged quantity.



Price Equivalent to Amul Equivalent to Haldiram Equivalent to Bikaji Less than above Total

No. of respondents 18 9 13 60 100


Equivalent to Amul 18% Equivalent to Haldiram 9%

Less than above 60%

Equivalent to Bikaji 13%

On price parameter 18% of respondents wanted the price to be equivalent to Amul, 13% wanted it to be equivalent to Bikaji, 9% wanted it to be equivalent to Haldiram while 60% expected it to be less than others. It comes as result from the above data that most customers expect the pricing of product to be less than all the reputed existing brands.




ASSOCATION BETWEEN INFLUNCING FACTOR AND AGE One-way ANOVA Sum of Squares Between Groups Within Groups Total 3.102 51.858 54.960 ON df 4 95 99 Mean Square .776 .546 F 1.421 Significance .233(NS)

Ho: there is no significant difference of opinion on the influencing factors of soan papri on the basis of age among the respondents. INTERPRETATION: The tabulated value is 0.233 which is greater than 0.05. Therefore, the influencing factor of soan papri is associated with the age among the respondents. Hence, the null hypothesis is rejected.



One-way ANOVA Sum of Squares Between Groups Within Groups Total .280 54.680 df 4 95 Mean Square .070 .576 F .121 Significance .974(NS)



Ho: there is no significant difference of opinion about the quality of Sudha products on the basis of age among the respondents.

INTERPRETATION: The tabulated value is 0.974 which is greater than 0.05. Therefore, the opinion about the quality of Sudha products is associated with the age among the respondents. Hence, the null hypothesis is rejected.


Table:-22 ASSOCATION BETWEEN SELECTION CRITERIA AND GENDER One-way ANOVA Sum of Squares Between Groups Within Groups Total 1.002 14.998 df 4 95 Mean Square .250 .158 F 1.586 Significance .184(NS)



Ho: there is no significant difference of selection criteria of soan papri on the basis of gender among the respondents.

INTERPRETATION: The tabulated value is 0.184 which is greater than 0.05. Therefore, the selection criteria of soan papri are associated with the gender among the respondents. Hence, the null hypothesis is rejected.



Sum of Squares Between Groups Within Groups Total 6.465 202.375 208.840 df 4 95 99

Mean Square 1.616 2.130 F .759 Significance .555(NS)

Ho: there is no significant difference of influencing factor of soan papri on the basis of quality of Sudha products. INTERPRETATION: The tabulated value is 0.555 which is greater than 0.05. Therefore, the influencing factor of soan papri is associated with the quality of Sudha products. Hence, the null hypothesis is rejected.





FINDING Most of the customers are aware that Sudha dairy is going to launch soan papri. Male respondents constituted 80% of total respondents. It is found that out of the total respondents 35% respondents are in private job. 49% respondents are belongs to age group 20 to 30 years. It is found that 91% respondents have tested soan papri. 51% respondents purchase branded soan papri. Majority 88% respondents like pure ghee of soan papri. It is found that 87% respondents like flavoured soan papri. 84% respondents are user of Sudha products. 51% respondents are preferred from 500 gm of packaging size. 45% respondents are aware through the print media. 58% respondents say that the packaging of products is good. 29% respondents select soan papri on the basis of brand. 52% respondents are satisfied with quality of Sudha products. It is found that 87% respondents are preferred to Sudha soan papri.


SUGGESTION Have also come to know from the survey that people want pure and easily available product. In other words it can be said that consumers favors those products that are widely available at the retail counter. The company should arrange social as well as cultural programme in the sales territory. 84% respondents are users of Sudha products, in order to convert 16% of the respondents, into regular customers; the company should promote products by offering discounts. Provide home delivery and credit term facility to the consumers. Most of the people on whom survey was conducted are satisfied with Sudha products, so company retains its brand image.





In simple terms market prospective means to reach a product and services is used or consumed by in the consumers in a well defined market segment with in a definite period of time. It means how deeply the product is able to establish itself in a market and what percentage of Sudha soan papri customer in MOTIHARI market was conducted for Tirhut Dugdh Utpadak Sahkari Sangh ltd, Muzaffarpur. Where the product is Sudha soan papri which the company is going to launch in coming winter season. The market is divided in several categories to identify the uses level of the Sudha soan papri and to get there feedback on the Sudha soan papri they are using. The conclusion was basically drowned on the basis of surveys which consist of a set of questionnaire followed by the personal interview of the respondent.


REFERENCES BIBLIOGRAPHY: Philip kotler, Kevinkeller, Abraham Koshy and Jha, Marketing Management, 12th Edition, Pearson Education, New delhi,2007. Kothari, C.R. Research Methodology, New Age International (P) ltd, New Delhi, 2004. S.L.Gupta, Product management, wisdom Publications, Delhi,2009 Indian Dairy Annual Report,2010




A STUDY ON MARKETING PROSPECT OF SUDHA SOAN PAPRI IN MOTIHARI DISTRICT NAME: -------------------------------------------------------Mob no: ----------------------------------------------------------------Address-------------------------------------------------1. Gender: (A.) Male [ ] 2. Age: (A.) 10-20 years [ ] (C.) 30-50 years [ ] 3. What is your occupation? (A.) Student [ ] (C.) private employee [ ] (E.) Unemployed [ ] 4. Have you tasted Soan Papri? (A.) Yes [ ] (B.) No [ ]. (B.) Government employee [ ] (D.) Business [ ] (B.) 20-30 years [ ] (D.) above 50 years [ ] . (B.) Female [ ]

5. Which type of Soan Papri you purchase? (A.) Loose [ ] (C.) Packed & Branded [ ] (B.) Branded [ ] (D.) Other specify [ ]


6. Which brand of Soan Papri do you like most? (A.) Amul [ ] (C.) Bikaji [ ] (B.) Haldiram [ ] (D.) Any other [ ]

7. Which type of Soan Papri you like? (A.) Vegetable oil [ ] 8. Do you like flavoured Soan Papri? (A.) Yes [ ] (B.) No [ ] (B.) Pure ghee [ ]

9. Which flavour of Soan Papri you prefer? (A.) Elichi flavour [ ] (C.) Mango flavour [ ] (E.) Any other [ ]. 10. On what criteria do you select the Soan Papri? (A.) Taste [ ] (C.) Availability [ ] (E.) Quality [ ]. (B.) Brand [ ] (D.) Price [ ] (B.) Orange flavour [ ] (D.) Chocolate flavour [ ]

11. Do you use Sudha products? (A.) Yes [ ] (B.) No [ ].

12. What are the main factors that influence you to purchase for Sudha products: (A.) Product quality [ ] (C.) Brand [ ] (B.) Price Value [ ] (D.) Design []


(E.) Availability [ ] 13. Are you satisfied with packaging provided by Sudha products? (A.) Very good [] (C.) Poor [] (B.) Good [ (D.) Very poor [ ]

14. State your opinion about the quality of Sudha products: (A.) High satisfied [ ] ( C.) Neutral [ ] (E.) Highly Dissatisfied [ ]. 15. Are you aware that Sudha dairy is going to launch Soan Papri? (A.) Yes [ ] (B.) No [ ]. (B.) Satisfied [ ] (D.) Dissatisfied [ ]

16. Through which media you got this awareness? (A.) Electronic [ ] (C.) Outdoor [] (B.) Print [ ] (D.) Any other [ ]

17. Do you prefer Sudha Soan Papri? (A.) Yes [ ] (B.) No [ ]

18. Which packaging size of Soan Papri you prefer from Sudha dairy? (A.) 100 gm [ ] (C.) 500 gm [ ] (B.) 250 gm [ ] (D.) Above 500 gm [ ]

19. What should be the price of Sudha Soan Papri? (A.) Equivalent to Amul [ ] (C.) Equivalent to Bikaji [ ] (B.) Equivalent to Haldiram [ ] (D.) Less than above [ ]