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Project Study Report

Shiv Health Foods LLP.
A Comparative Study of Customers Perception For kota Fresh Dairy and
Other Dairy

Submitted in Partial fulfillment for the
Award of degree of
Master of Business Administration

Submitted By: - Submitted To:-
Anshul Pareek Mr. Priyesh Tiwari



This is to certify that the project work done on A Comparative Study of
Customers Perception for Kota Fresh dairy and Other dairy is a bonafide work
carried out by Mr.Anshul Pareek under my supervision and guidance. The project
report is submitted towards the partial fulfillment of Master of Business
This work has not been submitted anywhere else for any other Degree/Diploma.
The original work was carried during 15/5/2013 to 30/6/2013 in Shiv Health
Foods LLP.

Head of Department: Project Guide:
Mr.Prityush Tiwari Mr.Sunil kakkad
Poddar Management and Technical Poddar Management and
Technical Campus Campus


I Anshul Pareek student of MBA III Sem. hereby declare that the summer training
report on A Comparative Study of Customers Perception for Kota Fresh dairy
and Other dairy submitted to Poddar Management and Technical Campus,
Jaipur in partial fulfillment of Degree of Masters of Business Administration is
the original work conducted by me.
The information and data given in the report is authentic to the best of my
knowledge. This summer training report is not being submitted to any other
university for award of any other Degree, Diploma, and Fellowship.

Anshul Pareek


Contrary to popular belief, preparing a project is group effort. Many people
collaborate, assist and guide in the production of a project. Several people are
involved in sharing ideas and producing this project and directly or indirectly
contributed to this Project. Some of deserves special mention.
I feel immense pleasure in conveying my deep sense of gratitude to the head of
training department Kota Fresh Dairy Kota for his best direction and motivation
which was a source of encouragement in itself through out the present study.
I would like to acknowledgement my profound gratitude to Mr. SANDEEP
SABOO (Partner), Mr. V.N.SI NGH (General Manager) who gave me valuable
entry into their harmonious organization to complete my summer training.
I am extremely grateful to Mr. Mritunjay Kumar Trivedi (Marketing Manager),
Mr. Sunil (Asst. Marketing Manager) who inspired of his busy schedule was
always there to guide and arrange for the requisite resources whenever needed
without their support & active assistance it was impossible to complete the study in
the better way.

Anshul Pareek

The MBA program is well structured and integrated course of business studies. The
main objective of practical training at MBA level is to develop skill in student by
supplement to the theoretical study of business management in general. Industrial
training helps to gain real life knowledge about the industrial environment and business
practices. The MBA program provides student with a fundamental knowledge of
business and organizational functions and activities, as well as an exposure to strategic
thinking of management.

In every professional course, training is an important factor. Professors give us
theoretical knowledge of various subjects in the college but we are practically exposed
of such subjects when we get the training in the organization. It is only the training
through which I come to know that what an industry is and how it works. I can learn
about various departmental operations being performed in the industry, which would, in
return, help me in the future when I will enter the practical field.

Training is an integral part of MBA and each and every student has to undergo the
training for 45 days in a company and then prepare a project report on the same after
the completion of training.

During this whole training I got a lot of experience and came to know about the
management practices in real that how it differs from those of theoretical knowledge and
the practically in the real life.

In todays globalize world, where cutthroat competition is prevailing in the market,
theoretical knowledge is not sufficient. Beside this one need to have practical
knowledge, which would help an individual in his/her carrier activities and it is true that
Experience is best teacher.

Shiv Health Foods LLP. Is established with a view to provide quality and hygienic
dairy products for the citizens of the Kota city and nearby towns.
It covers four areas, as Kota, Bundi, Baran and
Jhalawar,Shavaimadhpoor,Ramjang mandi. It is a Private organization.
Kota Fresh Dairy plant was established in 2011 and its processing milk capacity is
2.5 lakhs kg/day. It is regularly increasing its sale through the proper services and
maintaining the customers satisfaction
Consumers prefer to buy the milk and other by-products of the KOTA FRESH and
KOTA FRESH is successful in making the brand towards the milk.

N.D.D.B (National Dairy Development Board)
The National Dairy Development Board (N.D.D.B) was founded to replace
exploitation with empowerment, tradition with modernity, stagnation with growth,
transferring dairying into an institution for the development of Indians rural
National Dairy Development Board (N.D.D.B) is the mother organization of all the
co-operatives all over India. It frames rules & regulation for state level dairies. It is
the head of state level dairies. NDDB is opened for maintain high quality standard
in different states. It control financial problem of dairies and have total control on
level dairies.

The network of KOTA City:
There are 352 marketing centers (Shops) in Kota city. According to market rates
Kota fresh increases or decreases rate of milk. Rate of milk also affect from fat
percentage. Kota Fresh dairy cares about farmers of committees, in this direction
Kota fresh dairy also sales milk in existing packs to cover all cost milk.
Perception is the process by which an individual selects, organizes and interprets
information inputs to create a meaningful picture of the world.
For understanding the psychology of the customer it is necessary to know what
they think. What makes them think about buying certain product and presence or
absence of which elements make them satisfy or dissatisfied? These few questions
are always challenges to the marketing persons.
Customer satisfaction, factors for customer motivation and the basis on which the
develop their perception for a product are the key words of the marketing and also
of this project report. It is a Herculean task to identify the though of the customer.
This research work tries something to find out the answer of above question in a
systematic and efficient manner.


1 Acknowledgement
2 Certificates
3 Declaration
4 Preface
5 Executive Summary

S.No TOPIC Page No.
1 Introduction to Company 9-16
2 Company Products 17-20
3 Process Of Milk 21-22
4 Quality Procedure Milk and Milk Products 23-46
6 Company Profile 49-51
7 SWOT Analysis 52-56
8 Preception 57-59
9 Research Methodology 59-63
10 Data Analysis and Interpretation 64-71
11 Findings, Conclusion and Limitations 72- 74
12 Recommendations and Suggestion 75
13 Conceptual Framework 76
14 Questionner 77-78
15 Bibliography and Appendix 79

Shiv health foods LLP popularly known as KOTA FRESH DAIRY was
established in the year 2011 with a vision to develop an alternative to Government
sector dairy plants, in order to generate employment at the grass root level for the
milk producers and farmers without prejudice to any body and providing quality
products at the doorsteps of the consumers.
KOTA FRESH DAIRY today has a network of more than 1500 village milk
procurement centers and a proud owner of loyalty of more than 1 lakh primary
milk producers of Rajasthan and this number is growing everyday. Number is
growing, because, we have been able to Ensure that milk producers receive prices
at par with any private or government sector dairy regularly and continuously.
Develop a suitable marketing network that ensures and empowers milk producers
to get value for their hard work on continual basis.
AT KOTA FRESH DAIRY, processing of milk is controlled by process
automation whereby state-of-the-art technology is adopted to integrate and
completely automate all functions of milk processing areas to ensure high product
quality/reliability and safety.
KOTA FRESH DAIRY is aiming to market all kinds of world class dairy products
to ever increasing potential customers of Rajasthan primarily, through its chain of
outlets. Currently, it markets milk in poly-pack, cow and buffalo milk in bulk,
Ghee, Dahi, Chhach, Lassi and flavored milk in suitable consumer packs under
brand name KOTA FRESH. For marketing these products the company is in the
process of creating a network of shop agencies, KOTA FRESH Shoppe,KOTA
FRESH Parlors and Exclusive brand shops in Rajasthan. Currently, it has created a
network of more than 450 shops of different types in kota and nearby adjoining
eleven districts of kota.

Rajasthan with a geographical area of 3, 42,239 sq. kms is India's largest state with
population of 56 million and a density of 165 persons per sq. kms. The state is
characterized by diverse terrain ranging from desert and semi-arid regions of
western Rajasthan to the greener belts east of the Aravalis and the hilly tribal tracts
in the south-east.
More than 60 percent of the state's area is desert with sparsely distributed
population. Agriculture is dependent on rainfall and failure of monsoon causes
severe drought and scarcity conditions. It is deficient in water (the state has only
1% of total surface water). Ground water at many places is unfit for human &
livestock consumption.
After agriculture, cattle and other livestock are the most important sources of
livelihood in the state, especially for the poor. In the western regions of the state,
with limited farming potential, livestock provides livelihood security. Animal
husbandry is a more stable source of livelihood than farming since it is less
affected by failure of rains than is agriculture.
Agriculture and dairying have always been inter-dependent in the state. The
cultivator depends largely on bullock power for tillage, irrigation and carting. Milk
and milk products constitute the only source of animal protein for a sizable
vegetarian population. Milk is also an item of cultural importance. Milk products
are an integral constituent of religious ceremonies.
Animal husbandry contributes over 13% to the gross domestic product. Rajasthan
with the highest livestock population in India contributes nearly 40% of wool
production and 10% of all milk production in the country.


This document introduces the eight quality management principles on which the
quality management system standards of the ISO 9000 series are based. These
principles can be used by senior management as a framework toguide their
organizations towards improved performance.The principles are derived from the
collective experience and knowledge of the international experts who participate in
ISO Technical Committee ISO/TC 176, Quality management and quality
assurance, which is responsible for developing and maintaining the ISO 9000
standards.The eight quality management principles are defined in ISO 9000:2005,
Quality management systems Fundamentals and vocabulary, and in ISO
9004:2009, Managing
for the sustained success of an organization A quality management approach.
This document gives the standardized descriptions of the principles as they appear
in ISO 9000:2005 and ISO 9004:2009. In addition, it provides examples of the
benefits derived from their use and of actions that managers typically take in
applying the principles to improve their organizations performance.
Contents :
Principle 1 Customer focus
Principle 2 Leadership
Principle 3 Involvement of people
Principle 4 Process approach
Principle 5 System approach to management
Principle 6 Continual improvement
Principle 7 Factual approach to decision making
Principle 8 Mutually beneficial supplier relationships

We lead the world in advocating, defining and implementing best practice across
every field of human endeavour, from business continuity to food safety.
Since its foundation in 1901, BSI Group has grown into a leading global
independent business services organization that inspires confidence and delivers
assurance to customers with standards-based solutions. Originating as the worlds
first national standards body, the Group has over 2,250 staff operating in over 100
countries through more than 50 global offices. The Groups key offerings are:
The development and sale of private, national and international
standards and supporting information
Second and third-party management systems assessment and certification
Testing and certification of products and services
Performance management software solutions
Training services in support of standards implementation and business best
Product Testing
We have the capability to test a huge variety of industrial and consumer products
such as construction, fire safety, electrical, electronic and engineering products and
medical devices and can identify technical requirements, product testing and
certification schemes for most countries in the world.

We are a leading provider of training, information and knowledge on standards,
management systems, business improvement and regulatory approval. This
includes guidance to help customers understand how standards can be used and
applied every day.
Assessment & Certification
We provide independent third-party certification of management systems; software
solutions to help improve environmental, social and economic performance; and
deliver product and service certification and marking.
Standards & Publications
With a globally recognized reputation for independence, integrity and innovation
in the production of standards that promote best practice, BSI develops and sells
standards and standardization solutions to meet the needs of business and society.

Quality & food Safety policy in Kota Dairy

1 Win customers confidence & satisfaction by meeting theirs statutory as well
as regulatory requirements.
2 Operate ISO 22000 & HACCP system to produce quality and safe milk
3 Review they policy and establish quality and food safety objectives.
4 Keep continuity in processes and systems and skills of the employees.

Quality & food safety objective

Sno. Quality Objectives
e Function

To achieve continual improvement in
customer satisfaction by 5% during the

In charge

2 Increase in sale of liquid milk by 15% Marketing In charge
during the year

PO Kota Budi

Judicious & effective utilization of
2% saving in water & energy in terms of
per liters of milk handled


In charge

PO Kota Budi

1 Win customers confidence & satisfaction by meeting their as well as
statutory and regulatory requirements.
2 Operate ISO 22000 & HACCP System to produce quality & safe milk
and milk products.
3 Review the policy and establish quality & food safety objectives.
4 Keep continually improving processes & system & skills of the

Company Products
Available at a store nearest to you- be it your local kirana store, the largest
supermarkets in the city or our very own exclusive milk parlours. We have now
come a step closer to our consumers by delivering our products at their door steps.
Kota fresh Dairy Milk is available in four different varieties in the packaging
of 200ml, 500ml and 1 litre and meets the PFA standards for the respective
type of milk.
Packing available:
1. Full Cream Milk and
2. Standardized Milk
3. Toned Milk (TM)
4. Double Toned Milk (DTM)
5. T-20(Tea natural
Kota Fresh Lassi is a Sweet Refreshing drink made from Kota Fresh Pure
Dahi. It contains the richness and taste of natural sweet butter milk. An
amazing product for health conscious people. It is available in the packing of
250 ml.
Chaach or Butter Milk is an amazing natural thirst quenching drink. A great
meal accompaniment, Kota Fresh Chaach is made from Kota Fresh Pure
Curd. Promoted by all health groups, Chaach is an amazing option for
healthy India.
Kota fresh Chaach is available in two variants: kota fresh Plain Chaach 500
Ml and kota fresh Nankeen Chaach 250 Ml
Kota Fresh Pure Ghee has become a household name across Rajasthan.
Made from fresh milk cream, Kota Fresh Pure Ghee has typical rich aroma
and granular texture. An ethnic product made by kota fresh Dairy with
decades of experience. A rich source of Vitamin A, D, E and K, Ghee has
always been an integral part of our diet.
Packing available:
250 gm
500 gm
1000 gm
15 kg
Kota Fresh Paneer or Cream Cottage Cheese is a natural and healthy source
of proteins. It can be used as an ingredient for numerous dishes or made into
mouth watering starters.
Containing the richness and goodness of Kota Fresh Pure Milk, Softy paneer
is a great option for all occasions. Kota Fresh Paneer is smooth having
uniform texture and softness that most consumers desire. It is currently
available in packing of 200 Gms and 1kg.
Kota fresh Dahi is the latest addition in the wide range of Kota fresh Dairy
products. A great ingredient for various dishes, Kota fresh Dahi is also an
ideal meal accompaniment and is delicious as well as nutritious by itself too.
Kota fresh Dahi is prepared from purest, freshest pasteurized &
homogenized milk and it is free from any added sugar or preservative. Kota
fresh Dahi is hygienically processed and has rich creamy texture. It is
currently available in the packing of 200 Gms.


Unloading of cans

Organoleptic test (Appearance, color, taste, Adulation)

Weighment (REIL)

Weight by computers

Empty in weighing bowl

Sampling-Testing (FAT, SNF)


Chilling below 5 Degree

Storage (T5, T6, T7)

Pasteurisation (STST-High Temp. short time)


Cream Separation- Melting Vat

Standardization Ghee Kettle (110-112 Degree)

STDM TM, DTM, STDM, SM cooling
Heating 41-43 Degree Storage (T1, T2, T3, T4 at below 5 Degree

Inoculation of culture packing

Incubate at 5-6 HRSAT Acidity 0.4%-Chhach, Lassi, Shrikhand


Milk testing and quality control is an essential component of any milk processing
industry whether small, medium or large scale. Milk being made up of 87% water
is prone to adulteration by unscrupulous middlemen and unfaithful farm workers.
Moreover, its high nutritive value makes it an ideal medium for the rapid
multiplication of bacteria, particularly under unhygienic production and storage at
ambient temperatures. We know that, in order for any processor to make good
dairy products, good quality raw materials are essential. A milk processor or
handler will only be assured of the quality of raw milk if certain basic quality tests
are carried out at various stages of transportation of milk from the producer to the
processor and finally to the consumer.
There are a number of standard manuals and text books on milk quality control.
However these may not be easily available to the emerging small scale to medium
scale processors in Kenya.
For these reasons, the Training Programme for the Small Scale Dairy Sector under
project GOK/FAO/TCP/KEN/6611, has assembled this guide on Milk Testing and
Quality Control so that it may be used for training and by the private small scale
dairy processors. The methods selected are simple and basic and will suffice the
requirements of most milk quality control laboratories of small scale processing
units. For the larger plants with bigger laboratories more tests are to be found in
the bibliography at the end of this booklet.
Milk quality control is the use of approved tests to ensure the application of
approved practices, standards and regulations concerning the milk and milk
products. The tests are designed to ensure that milk products meet accepted
Testing milk and milk products for quality and monitoring that MILK
codes of practices costs money. There must be good reasons why we have to have
a quality control system for the dairy industry in Kenya.
The reasons are:
i)To the Milk Producer.
The milk producer expects a fair price in accordance with the quality of milk
she/he produces.
ii) The Milk Processor.
The milk processor who pays the producer must assure himself/herself that the
milk received for processing is of normal composition and is suitable for
processing into various dairy products.
iii) The Consumer.
The consumer expects to pay a fair price for milk and milk products of acceptable
to excellent quality.
iv) The Public and Government Agencies.
These have to ensure that the health and nutritional status of the people is protected
from consumption of contaminated and sub-standard foodstuffs and that prices
paid are fair to the milk producers, the milk processor and the final consumer.
All the above-is only possible through institution of a workable quality testing and
assurance system conforms to national or internationally acceptable standards.
i) At the farm
Quality control and assurance must begin at the farm. This is achieved through
farmers using approved practices of milk production and handling; and observation
of laid down regulations regarding, use of veterinary drugs on lactating animals,
regulations against adulterations of milk etc.
ii) At Milk collection Centres
All milk from different farmers or bulked milk from various collecting centres
must be checked for wholesomeness, bacteriological, and chemical quality.
iii) At the Dairy Factories
Milk from individual farmers or bulked milk from various collecting centres
iv) Within the Dairy Factory
Once the dairy factor has accepted the farmer milk it has the responsibility of
ensuring that the milk is handled hygienically during processing. It must carry out
quality assurance test to ensure that the products produced conform to specified
standards as to the adequacy of effect of processes applied and the keeping quality
of manufactured products. A good example is the phosphatase test used on
pasteurised milk and the acidity development test done on U.H.T milk.
v) During marketing of processed products
Public Health authorities are employed by law to check the quality of food stuffs
sold for public consumption and may impound substandard or contaminated
foodstuffs including possible prosecution of culprits. This is done in order to
protect the interest of the milk consuming public.
2.4.1 Milk sampling
Accurate sampling is the first pre-requisite for fair and just quality control system.
Liquid milk in cans and bulk tanks should be thoroughly mixed to disperse the
milk fat before a milk sample is taken for any chemical control tests.
Representative samples of packed products must be taken for any investigation on
quality. Plungers and dippers me used in sampling milk from milk cans.
2.4.2 Sampling milk for bacteriological testing
Sampling milk for bacteriological tests require a lot of care. Dippers used must
have been sterilised in an autoclave or pressure cooker for at least 15mm at 120 C
before hand in order not to contaminate the sample. On the spot sterilisation may
be employed using 70% Alcohol swab and flaming or scaling in hot steam or
boiling water for 1 minute.

Fig. 1: Equipment used for taking milk samples
2.4.3 Preservation of sample
Milk samples for chemical tests.
Milk samples for butterfat testing may be preserved with chemicals like Potassium
dichromate(1 Tablet or ml 14% solution in a litre sample bottle is adequate.)
Milk samples that have been kept cooling a refrigerator or ice-box must first be
warmed in water bath at 40 C, cooled to 20C, mixed and a sample then taken for
butterfat determination. Other preservative chemicals include Sodium azid at the
rate of 0.08% and Bronopol (2-bromo-2-nitro-1,3-propanediol) used at the rate of
If the laboratory cannot start work on a sample immediately after sampling, the
sample must be cooled to near freezing point quickly and be kept cool till the work
can start. If samples are to be taken in the field e.g. at a milk cooling centre, ice
boxes with ice pecks are useful.
2.4.4. Labelling and records keeping
Samples must be clearly labelled with name of farmer or code number and records
of dates, and places included in standard data sheets. Good records must be kept
neat and in a dry place. It is desirable that milk producers should see their milk
being tested, and the records should be made available to them if they so require.
2.4.5 Common testing of milk. Organoleptic tests
The organoleptic test permits rapid segregation of poor quality milk at the milk
receiving platform. No equipment is required, but the milk grader must have good
sense of sight, smell and taste. The result of the test is obtained instantly, and the
cost of the test are low. Milk which cannot be adequately judged organoleptically
must be subjected to other more sensitive and objective tests.
Open a can of milk.
Immediately smell the milk.
Observe the appearance of the milk.
If still unable to make a clear judgement, taste the milk, but do not swallow
it. Spit the milk sample into a bucket provided for that purpose or into a
drain basin, flush with water.
Look at the can lid and the milk can to check cleanliness.
Abnormal smell and taste may be caused by:
Atmospheric taint (e.g. barny/cowy odour).
Physiological taints (hormonal imbalance, cows in late lactation-
spontaneous rancidity).
Bacterial taints.
Chemical taints or discolouring.
Advanced acidification (pH < 6.4). Clot on Boiling (C.O.B) Test
The test is quick and simple. It is one of the old tests for too acid milk(pH<5.8) or
abnormal milk (e.g. colostral or mastitis milk ). If a milk sample fails in the test,
the milk must contain many acid or rennet producing microrganisms or the milk
has an abnormal high percentage of proteins like colostral milk. Such milk cannot
stand the heat treatment in milk processing and must therefore be rejected.
Boil a small amount of milk in a spoon, test tube or other suitable container. If
there is clotting, coagulation or precipitation, the milk has failed the test. Heavy
contamination in freshly drawn milk cannot be detected, when the acidity is below
0.20-0.26% Lactic acid.

Fig 2. Equipment used in C.O.B. test The Alcohol Test
The test is quick and simple. It is besed on instability of the proteins when the
levels of acid and/or rennet are increased and acted upon by the alcohol. Also
increased levels of albumen (colostrum milk) and salt concentrates (mastitis)
results in a positive test.

The test is done by mixing equal amounts of milk and 68% of ethanol solution in a
small bottle or test tube. (68 % Ethanol solution is prepared from 68 mls
96%(absolute) alcohol and 28 mls distilled water). If the tested milk is of good
quality, there will be no coagulation, clotting or precipitation, but it is necessary to
look for small lumps. The first clotting due to acid development can first be seen at
0.21-0.23% Lactic acid. For routine testing 2 mls milk is mixed with 2 mls 68%

Fig. 3. Equipment used in alcohol test The Alcohol-Alizarin test
The procedure for carrying out the test is the same as for alcohol test but this test is
more informative. Alizarin is a colour indicator changing colour according to the
acidity. The Alcohol Alizarin solution can be bought ready made or be prepared by
adding 0.4 grammes alizarin powder to 1 litre of 61% alcohol solution.
Parameter Normal milk Slightly acid
Acid milk Alkaline Milk
PH 6.6 6.7 6.4 6.6 6.3 or lower 6.8 or higher
Colour Red brown Yellowish-
Yellowish Lilac
Appearance of
coagulation no
Coagulation * No
coagulation **
* = Sour milk looks yellowish with small lumps or completely coagulated.
** = Alkaline milk looks like lilac and it may be mastitis milk. Clots and flakes
too, indicate mastitis milk. Acidity test
Bacteria that normally develop in raw milk produce more or less of lactic acid. In
the acidity test the acid is neutralised with 0.1 N Sodium hydroxide and the amount
of alkaline is measured. From this, the percentage of lactic acid can be calculated.
Fresh milk contains in this test also "natural acidity" which is due to the natural
ability to resist pH changes .The natural acidity of milk is 0.16 - 0.18%. Figures
higher than this signifies developed acidity due to the action of bacteria on milk
A porcelain dish or small conical flask
10 ml pipette, graduated
1 ml pipette
A Burette, 0.1 ml graduations
A glass rod for stirring the milk in the dish
A Phenophtalein indicator solution, 0.5%in 50% Alcohol
N Sodium hydroxide solution.

Fig. 4. Apparatus used be acidity test
9 ml of the milk measured into the porcelain dish/conical flask,1 ml Phenopthalein
is added and then slowly from the burret, 0.1 N Sodium hydroxide under
continuous mixing, until a faint pink colour appears.
The number of mls of Sodium hydroxide solution divided by 10 expresses the
percentage of lactic acid. Resazurin test.
Resazurin test is the most widely used test for hygiene and the potential keeping
quality of raw milk. Resazurin is a dye indicator. Under specified conditions
Resazurin is dissolved in distilled boiled water. The Resazurin solution can later be
used to test the microbial activity in a given milk sample.
Resazurin can be carried out as:
i. 10 min test.
ii. 1 hr test.
iii. 3 hr test.
The 10 min Resazurin test is useful and rapid, screening test used at the milk
The 1 hr test and 3 hr tests provide more accurate information about the milk
quality, but after a fairy long time . They are usually carried out in the laboratory.
Apparatus and reagents:
Resazurin tablets
Test tubes with 10 mls mark
1 ml pipette or dispenser for Resazurin solution.
Water bath thermostatically controlled
Lovibond comparator with Resazurin disc 4/9

Fig. 5. Apparatus used in 10 min. Resazurin Test
The solution of Resazurin as prepared by adding one tablet to 50 mIs of distilled
sterile water. Rasazurin solution must not be exposed to sunlight, and it should not
be used for more than eight hours because it losses strength.
Mix the milk and with a sanitized dipper put 10 mls milk into a sterile test tube.
Add one ml of Resazurin solution, stopper with a sterile stopper, mix gently the
dye into the milk and mark the tube before the incubation in a water bath, place the
test tube in a Lovibond comparator with Resazurin disk and compare it
colourimetrically with a test tube containing 10 ml milk of the same sample, but
without the dye (Blank).
Resazurin disc
Colour Grade of milk Action
6 Blue Excellent Accept
5 Light blue v. good Accept
4 Purple Good Accept
3 Purple pink Fair Separate
2 Light pink Poor Separate
1 Pink Bad Reject
0 White Very bad Reject The Gerber Butterfat test
The fat content of milk and cream is the most important single factor in
determining the price to be paid for milk supplied by farmers in many countries.
Also, in order to calculate the correct amount of feed ration for high yielding dairy
cows, it is important to know the butterfat percentage as well as well as the yield of
the milk produced. Further more the butterfat percentage in the milk of individual
animals must be known in many breeding programmes.
Butterfat tests are also done on milk and milk products in order to make accurate
adjustments of the butterfat percentage in standardised milk and milk products.

Fig. 6. Equipment used in Gerber Butterfat test
Apparatus for DF test:
Gerber butyrameters, 0-6% or 0-8% BF
Rubber stoppers for butyrometers
10.94 or 11 ml pipettes for milk
10 mls pippetes or dispensers for Gerber Acid
1 mls pippetes or dispensers for Amyl alcohol
stands for butyrometers
Gerber water bath Reagents:
Gerber sulphuric acid,(1.82 g/cc)
Amyl alcohol

Treatment of samples.
Fresh milk at approximately 20C should be mixed well. Samples kept cool for
some days should be warmed to 40C, mixed gently and cooled to 20C before the
Add 10 mIs sulphuric acid to the butyrometer followed by 10.94 or 11 mls of well
mixed milk. Avoid wetting of the neck of the butyrometer.
Next add 1 ml of Amyl alcohol, insert stopper and shake the butyrometer carefully
until the curd dissolves and no white particles can be seen. Place the butyrometer
in the water bath at 65C and keep it there until a set is ready for centrifuging. The
butyrometer must be placed in the centrifuge with the stem (scale) pointing
towards the centre of the centrifuge.
Spin for 5 min. at ll00 rpm.
Remove the butyrometers from the centrifuge.
Put the butyrometers in a water bath maintained at 65C for 3 min. before taking
the reading.
(Note: When transferring the butyrometers from the centrifuge into the water bath
make sure that the butyrometers are all the time held with the NECK POINTING
The fat column should be read from the lowest point of the meniscus of the
interface of the acid-fat to the 0-mark of the scale and read the butterfat percentage.
The butyrometers should be emptied into a special container for the very corrosive
liquid of acid-milk, and the butyrometers should be washed in warm water and
dried before the next use.
The colour of the fat column should be straw yellow.
The ends of the fat column should be clearly and sharply defined.
The fat column should be free from specks and sediment.
The water just below the fat column should be perfectly clear.
The fat should be within the graduation.
Curdy tests:
Too lightly coloured or curdy fat column can be due to:
Temperature at milk or acid or both too low.
Acid too weak.
Insufficient acid.
Milk and acid not mixed thoroughly.
Charred tests:
Darkened fat column containing black speck at the base is due to:
Temperature of milk-acid mixture too high.
Acid too strong.
Milk and acid mixed too slowly.
Too much acid used.
Acid dropped through the milk. The Lactometer test
Addition of water to milk can be a big problem where we have unfaithful farm
workers, milk transporters and greedy milk hawkers. A few farmers may also fall
victim of this illegal practice. Any buyer of milk should therefore assure
himself/herself that the milk he/she purchases is wholesome and has not been
adulterated. Milk has a specific gravity. When its adultered with water or other
materials are added or both misdeeds are committed, the density of milk change
from its normal value to abnormal. The lactometer test is designed to detect the
change in density of such adulterated milk. Carried out together with the Gerber
butterfat test, it enables the milk processor to calculate the milk total solids (% TS )
and solids not fat (SNF). In normal milk SNF should not be below 8.5% according
to Kenya Standards(KBS No 05-l0:-1976).
Mix the milk sample gently and pour it gently into a measuring cylinder (300-500).
Let the Lactometer sink slowly into the milk. Read and record the last Lactometer
degree (L) just above the surface of the milk. If the temperature of the milk is
different from the calibration temperature (Calibration temperature may be=20 0C
) of the lactometer, calculate the temperature correction. For each C above the
calibration temperature add 0.2L; for each C below calibration temperature
subtract 0.2 L from the recorded lactometer reading.
EXAMPLE: Calibration temperature of lactometer 20C.

Fig 7. Equipment used for determination of milk density
Sample Milk
Correction True reading
No.1 17 C 30.6 L - 0.6 L 30.0 L
No.2 20 C 30.0 L Nil 30.0 L
No.3 23 C 29.4 L + 0.6 L 30.0 L
For the calculations, use lactometer degrees, and for the conversion to density
write 1.0 in front of the true lactometer reading ,i.e. 1.030 g/ml. Clever people may
try to adulterate milk in such a way that the lactometer cannot show the
adulteration. But look to see if there is an unusual sediment from the milk at the
bottom of the milk can and taste to find out if the milk is too sweet or salty to be
normal. Samples of milk from individual cows often have lactometer reading
outside the range of average milk, while samples of milk from herds should have
readings hear the average milk, but wrong feeding, may result in low readings.
Kenyan standards expects milk to have specific gravity of 1.026 -1.032 g/ml which
implies a Lactometer reading range of 26.0 -32.0 L. If the reading is consistently
lower than expected and the milk supplier disputes any wrong doing arrange to
take a genuine sample from the supplier (i.e. inspect milk right from source). Freezing Point Determination
The freezing point of milk is regarded to be the most constant of all measurable
properties of milk. A small adulteration of milk with water will cause a detectable
elevation of the freezing point of milk from its normal values of -0.54C. Since the
test is accurate and sensitive to added water in milk, it is used to detect whether
milk is of normal composition and adulterated.

Fig. 8. A Cryoscope is used for determination of freezing point of milk. Inhibitor test.
Milk collected from producers may contain drugs and/or pesticides residues. These
when present in significant amounts in milk may inhibit the growth of lactic acid
bacteria used in the manufacture of fermented milk such as Mala, cheese and
Yoghurt, besides being a health hazard.
Principle of the method: The suspected milk sample is subjected to a fermentation
test with starter culture and the acidity checked after three (3) hours. The values of
the titratable acidity obtained is compared with titratable acidity of a similarly
treated sample which is free from any inhibitory substances.
test tubes
Starter culture
lml pipette
water bath
material for determination of titratable acidity (Fig.9)

Fig. 9. Materials used to test inhibitory substances in milk
Three test tubes are filled with l0 ml of sample to be tested and three test tubes
filled with normal milk.
All tubes are heated to 90 0C by putting them in boiling water for 3 - 5 minutes.
After cooling to optimum temperature of the starter culture (30,37, or 42C), 1 ml
of starter culture is added to each test tube, mixed and incubated for 3 hours.
After each hour, one test tube is from the test sample and the control sample is

Assessment of results:
If acid production in suspected sample is the same as the normal sample, then the
suspect sample does not contain any inhibitory substances;
If acid production as suspect sample is less than in the normal milk sample, then,
the suspect sample contains antibiotics or other inhibitory substances.
When milk is pasteurised at 63C for 30 min in batch pasteuriser or 72C for 15
seconds in heat exchanger, continuous flow pasteurisers, ALL PATHOGENIC
BACTERIA ARE DESTROYED, there by rendering milk safe for human
consumption. Simultaneously various enzymes present in milk, and which might
affect its flavour, are destroyed.
In order to determine whether or not milk has been adequately pasteurised, one of
the enzymes normally present in milk phosphatase, is measured. A negative
phosphatase result indicates that the enzyme and any pathogenic bacteria have
been destroyed during pasteursation. If it is positive, it means the pasteurisation
process was inadequate and the milk may not be safe for human consumption and
will have a short shelf life.
Test tubes
5 mls pipettes
1 ml pipettes
l00 ml volumetric flask
500 ml volumetric flask
water bath at 37C
Note: All glassware must be rinsed, cleaned, rinsed in chromic acid solution and
boiled in water for 30 min.
Buffer solution:
Is mixed by 0.75g anhydrous sodium carbonate and l.75g Sodium bicarbonate in
500 ml distilled water.
Buffer-substrate solution:
Place 0.l5 g of di-sodium paranitrophenylphosphate(the substrate)into a clean
100ml measuring cylinder.
Add the buffer solution to make to 100 ml mark.
Store this buffer-substrate solution in a refrigerator and protected against light. It
should not be used after one week. Prepare a fresh stock.
Pipette 5mls buffer-substrate solution into a test tube, stopper and warm the
solution in the water bath at 37C. Add to the test tube 1ml of the milk to be tested,
stopper and mix well and place in water bath at 37C. Prepare a blank sample from
boiled milk of the same type as that undergoing the test. Incubate both the test
samples and the blank sample at 37C for 2hrs. After incubation, remove the tubes
and mix them thoroughly.
Place one sample against the blank in a Lovibond comparator" ALL PURPOSES"
using A.P.T.W. disc and rotate the disc until the colour of the test sample is
matched and read the disc number.
Disc Reading after 2 hrs incubation at
0-10 Properly pasteurised
10-18 Slightly under pasteurised


Milk Product







1. Kota fresh
250 ml 4.50 0.50 5.00 1.20 10.00
2. Kota fresh
200 ml 5.50 0.50 6.00 1.20 9.00

Kota Fresh
100gm 8.40 0.60 9.00 2.00 15.00
4. Kota Fresh
100gm 7.40 0.60 8.00 2.00 15.00
8. Dhai 200 gm 6.50 0.50 14.00 2.00 14.00
10. Tetrapack
1Ltr. 27.50 1.50 29.00 2.00 31.00
11. Tetrapack
Excell Fino
1 Ltr. 27.50 1.50 2.00 31.00
12. Tetrapack
Excell Brick
1 Ltr. 28.50 1.50 30.00 2.00 32.00
13. Ghee 1Ltr.
166.67 5.83 172.50 7.50 380.00
14. Ghee Ltr.
169.44 5.93 175.37 7.63 195.00
15. Ghee Ltr.
177.00 3.00 180.00 180.00
16. Ghee 5 Ltr 175.93 6.16 182.00 7.92 1650.0
17. Ghee 15 kg
189.00 3.00 192.00 5200.0

Kota city Rural





1. Gold 500ml 4 21.00 24.00 11.60 21.00 24.00 80 paisa
2. Standard
500ml 10.60 22.00 22.00 10.60 19.00 22.00 80 paisa
3. Toned Milk 1Ltr. 19.20 34.00 20.00 19.20 34.00 20.00 80 paisa
4. Toned Milk 500ml 9.60 17.00 20.00 9.60 17.00 20.00 80 paisa
5. Double
Toned Milk
1 Ltr. 17.50 30.00 18.00 17.50 30.00 18.00 50 Paisa
6. Double
Toned Milk
500ml 8.75 15.00 18.00 8.75 15.00 18.00 50 Paisa
7. Double
Toned Milk
200ml 3.90 7.50 20.00 3.90 7.50 20.00 50 Paisa
8. Skimmed 200ml 6.75 6.00 14.00 6.75 6.00 14.00 50 Paisa


Area of the Production Unit : 5040 Meters
Total no. of permanent employees : 100
Total no. of temporary employees : 150
No. of societies : 4500
Sales turnover (2012-13) : 60 Crore


1 Amish Kirana & Dudh Dairy,
2 Friends Vedio Library & General Store
3 Shri Baba Dairy
4 Janta Dairy
5 Krishna Dairy
6 Ajanta Dairy

Distribution Play 9 Type of Function
1) Anticipating Milkman needs.
2) Communicating.
3) Financing.
4) Buying & Assorting.
5) Selling & Promotion.
6) Breaking the total size of demand.
7) Transportation.
8) Storage.
9) Risk Taking.


National dairy department board (NDDB), Rajasthan co-operative dairy federation
(RCDF), District co-operative dairy federation (DCDF) are the promoters of Kota
fresh dairy which give financial help for achieving various objectives like R &D.

Kota fresh booths which are located in Kota city in different area are the major and
direct customer of Kota Fresh milk. Then customer purchase milk from these

Distribution of Kota Fresh milk do supply of milk in different area of Kota city.
These distributors are appointed are appointed by Kota Fresh dairy. These are
different suppliers for different suppliers for different area, like station road,
Rampura area,Talwandi,Dadabari.


0-Level 1-Level 2-Level
Manufactures Marketing Marketing

Consumers Retailers Wholesaler

Consumers Retailers


1 0-Level: - This channel consists of a manufacturer selling directly to the
final customers.
2 1-level: - This channel consists one selling intermediate such as retailer.
3 2-Level: - This channel consists of two intermediate. In consumer market
these are typically a Wholesaler & a retailer.

Distribution Channel of Kota Fresh

Dairy Plant




1 Distributor appointed by Kota Fresh dairy
1. Retailer
o Kota Fresh Shops
o Private shops


During the project it was also the par of the job of the researcher to find out the
feasibility of the future plans of Kota Fresh Dairy to enter into Kota city. In spite of
huge consumption of Kota Fresh products in Kota still a big market remains
uncovered and untapped. The big questions before the companies are like that how
do they plan to cover this uncaptured market and what would be their strategies?
To know all this it is essential to draw a comparison between their strength and
weakness and their competitors.
1 Fresh product.
2 Monopoly.
3 Efficient distribution channel.
4 Market coverage.
5 High quality maintained product.
6 Reliable price of the products.
7 Reliable price of the product.
8 Hygienic product.

1 Home delivery unavailability.
2 No credit facility is offered by Kota dairy.
3 Lack of storage capacity.
4 Unprofessional approach.
5 Interrupted supply of other product besides milk.
6 Smaller product portfolio.
7 Limited expenditure in advertisement.
8 Splitting of milk.

1 Many people do not like milk of local dairy.
2 Better brand stretching and better line filling in the sense of saras products.
3 Increase in quality consciousness.
4 Increase in health consciousness.
5 Many areas present in the Kota city which are unexplored.

1 Competitors like as Amul, Everyday and Saras dairy,Anik Milk,Onest.
2 Local milkman makes easy door to door availability of milk.
3 Large availability of low price milk in the market.
4 Various rumors and myths.
5 Less awareness of pasteurized milk.

Meaning of Marketing:-
It is the management activity/process for identifying, anticipating & satisfying
consumer requirement profitability.
-P.K. Agarwal
It is the process of planning and executing the conception, pricing, promotion, &
distribution of idea, goods & services to create exchange that satisfy both
individual and organizational objectives.
Marketing is a social and managerial process by which individual and group obtain
what they want, need through creating, offering, and exchanging products of value
with others.
1. Elements of Marketing Mix
1.1. Product (quality): - A product is anything that can be offered to satisfy a need
or want or we can say that A product is anything an organization offers for
exchange that satisfies a consumer need.
1.2. Price: - Price is the amount of rupee, which a company recovers from
purchaser for its product.
1.3. Place (distribution strategy): - This also helps to create goodwill in the eyes of
retailer/dealer as well as in the eyes of end users timely availability of product will
help to generate an image in market.
1.4. Promotion:-
1.4.1. Meaning of Promotion:-
Promotion means to increase awareness for any product. Promotion is an element
in an organizations marketing mix. It serves to inform, persuade and remind the
market about the organization and its products. It is a communication tool to
influence the buyers feeling, beliefs and behavior to achieve the ultimate goal i.e.
selling of products or services.
1.4.2. Purpose of Promotion:-
Information persuading and reminding is essential for several reasons. It is very
important that the buyers and middle men are aware of the product. Best of the
products may fail if their presence is not made felt, even in presence of high need.
Therefore the promotion activity educates the market and keeps informed about the
products and services available.
Another function of promotion is persuation. Due to stiff competition from
manufacturers, the buyer had to persuade by communicating the benefits of the
product, over the competitors as the buyer have many brands to choose from.
Consumer also must be reminded about a products availability and satisfaction
potential. Sellers bombard the market place with message everyday to retain he
place of the product in the mind of the customers. This help to create the brand
loyalty. Moreover it is also important for post purchase satisfaction. No one wants
to have or buy products about which of their friends are not aware.
2. Various Promotional Activities/Promotional Mix:-
2.1. Personal Selling: - It is the presentation of the product to the prospective
customer by the organizations representative.
For Example: - Eureka Forbs have adopted the policy to use personal selling
supported by little advertising to sell its vacuum cleaners and water purifiers.

2.2. Advertising: - It is the way for the type of impersonal mass communication.
Personal Selling is possible only if the market is concentrated. Since
advertising uses the mass media such as newspapers, radio, television etc.
For Example: - A newly married couple will not require baby care
products. But once they become expecting parents they will ask for those
brands which have created an image in their mind though advertising.
2.3. Publicity: - It is similar to advertising in the way that it also uses the mass
communication media. But the difference is that it is not paid for. Press
conference, features, reviews are used for publicity.
2.4. Sales Promotion: - It is actually designed to replace advertising and
personal Selling. Sales Promotion may be middle man oriented or consumer
For Example: - Soft drink companies are printing information about their
product outside every road side eateries (dhabas) & Colgate Palmolive is
providing the retailers with glow sign.
2.5. Public Relations: - It is more targeted than publicity. The target may be
customer, stock holders, government agencies or special interest group.
Reader gets new subscribers through their existing ones. Moreover the other
books of the publication are sold to the subscriber purely through public
relation, where in they send personalized letters to every subscriber
informing about the books. Public relation plays a more important role in
business market, where advertisement or sale promotions or mass publicity
is not feasible.

Perception is the process by which an individual selects, organizes and interprets
information inputs to cerate a meaningful picture of the world.
-P.K. Agarwal

A stimulus is any unit of input to any of the senses. Examples of stimuli include
products, packages, brand names, advertisements and commercials. Sensory
receptors are the human organs (i.e. the eyes, tears, nose, mouth & skin) that
receivers sensory inputs. Their sensory function are to see hear, smell, taste & feel.
All of these function are called into play either singly of in combination in the
evaluation and use of most consumer products. The study of perception is largely
the study of what we subconsciously add to or subtract from raw sensory input to
produce our own private picture of the world.
Perception depends not only on the physical stimuli but also surrounding field and
on condition within the individual.
The key world in the definition of Perception in individual, one person might like
the kota fresh milk but another doesnt like it because of its different Perception
about kota fresh.
The customer chooses products always by the Perception but consumer behavior
also play a good roll in it.


The aim of marketing is to meet and satisfy target customers need and wants. The
field of consumer behavior studies now individuals, groups and organizations
select, buy, use and dispose of goods, services, ideas or experience to satisfy their
needs and desires.
Understanding consumer behavior and knowing customers are never simple,
customers may say one thing but do another; they ma not be in touch with their
deeper motivations. They may respond to influence that change their mind at the
last minute.
The marketers task is to understand what happens in the buyers consciousness
between the arrival of outside stimuli and buyers purchase decision.
The major factors influencing buyers behavior:-
1) Cultures, subcultures and social classes influence.
2) Secondary special factors as family, neighbors, and friends also influence
the behavior.
3) Personal factors as age, occupation life style, personality etc influence.
4) Psychology factors as motivation, perception, learning and attitudes also


Motivation can be described force which individuals that impels them to action.
This driving force is produced by a state of tension, which exists as the result of an
unfulfilled need. Individual strive-both consciously and subconsciously-to reduce
this tension through behavior that they anticipate will fulfill their needs and thus
relieve them f the stress they fell. The specific goals they select and the patterns of
action they undertake to achieve their goals are the results of individual thinking
and learning.

Satisfaction is the persons feeling of pleasure or disappointment resulting from
comparing a products perceived performance (or outcomes) in relation to his and
her expectations.
Satisfaction is a function of perceived performance and expectations. If the
performance falls short of expectations, the customer is dissatisfied. If the
performance matches the expectations, the customer is satisfied, if the performance
exceeds expectations, the customer highly satisfied or delighted.
Research methodology is a framework, a blue print for the research, which guide
the collection and analysis of data.
Research methodology is being framed in order to achieve the research objectives.
It is an expression of what is expected of the research exercise in terms of result
and the analytical input need to convert data into research findings.
Research methodology minimizes the degree of uncertainly involved in the
management decisions. Research lays the structure for decision-making.
The most vital function of management in an organization is to minimize risk and
uncertainty through systematic decision-making. Better decision result from the
effectively and timely utilization of right information about the consumers, dealers,
competitors and others. So for making effective decision research play and
important role and provide the right information about consumer, dealers,
competitors etc. to the management.
Research in common parlance refers to search for knowledge. Research as
scientific and systematic search for pertinent information on a specific topic.
Research is thus, an original contribution to the existing stock of knowledge
making for its enhancements.
In short the search for knowledge trough objective and systematic method of
finding solution to a problem is research. Research is a systematic gathering,
recording and analyzing of data about problems. In other words we can say that
research comprises defining and redefining problems, formulating hypothesis or
suggested solution; collecting, organizing and evaluating of data; making
deduction and reaching conclusions; and at lest carefully testing the conclusions to
determine whether they fit the formulating hypothesis.

1.1. Objectives of the study
1 To analysis the best service provider to the customer between Kota Fresh
Dairy and other Daries.
2 To find out the satisfactory level of the customers.
3 To find out who provides the best quality to customers.
4 To analyses the contribution of Kota Fresh dairy to improve the life style
of Kota city.
5 To find out the problems of customer which they are facing and to suggest
the solutions.
6 To analyses the awareness of the customers about the Kota Fresh products.
7 To analyses the effectiveness of advertising of Kota Fresh milk.
A Research design is the basic plan that guides the collection, measurements and
analysis of data. Decision regarding what, when, where, how much and by what
mean research study will be complete is possible by research design. In other
words research design is the frame work that specifies the type of information to be
collected, the source of data and the procedure of data collection.
1.3. Type of Research:
This research is descriptive in nature.
Descriptive research includes surveys and fact- finding enquires of different kind.
The major purpose of descriptive research is description of the state of affairs as it
exists at present. The main characteristic of this method is that the researcher has
no control over the variables.
The data collected here may relate to the demographic or the behavioral variables
of the respondents under study.
1.4. Research Instrument:
In the survey method I have used questionnaire as a research instrument this is
written & organization format contemning the entire question relevant to solicited
the required information.
Because of its flexibility the data is collected from large population about their
awareness attribute, opinion past present behavior to check that the questionnaire
surveys the necessary purpose it should be tested as a limited scale and this is
technically known as pilot survey.
This questionnaire consist multiple choices and some this close-ended structured
question are easy to summarize and there is no scope for misinterpretation.
The decision-making must be objective and fact based in nature. This is achieved
by collecting and analyzing appropriate data. Data may be broadly divided into two
categories namely Primary data & Secondary data. The primary data are those
data, which are collected for the first time by the organization, which have already
been collected by some other agency but also can be used by organization under
considering. Primary data may be collected by observation, oral investigation and
questionnaire method or by telephone interview. In this study, for primary data
collection we have used questionnaire method. This is written and in organized
format containing all questions relevant to soliciting type, in which all questions
and answers is specified and comments in the respondents own words are held to a
The unstructured questionnaire is useful in carrying out in depth interviews where
the aim is to probe for attitudes and reasons.
For this study we are using structured questionnaire (annexure-A) and carry out the
personal interviews with users and dealers.
Some times we have carried out in-depth interviews and observe the situation to
get more in depth information about the topic. In the structured personal interview
method the information is likely to be more accurate and reliable because the
interviewer can clear up doubts and cross check the respondents. Moreover this
method is most flexible, no response is very low, supervision & control is possible.
For secondary data we have used the data prepared by Kota Fresh dairy Kota.
Sampling indicates the selection of a part of a group or an aggregate with a view to
obtaining the information about the whole. This aggregate or totality of all
members is known as population although they need not be human beings. For this
study in designing the sampling plan, we have used the non-probability
convenience sampling method. The sampling units for this study are Consumers,
dealers, retailers.
The sample frame has different features covering a variety of units.
Dealers locate in Kota proper.
The suggestions of all above users may be very useful to know about the
customers perception for Kota Fresh dairy and Other dairy.
The sample size for this report is of 30 Customers.
Q1. From which source do you buy milk?
Source of Milk Response
Kota Fresh Dairy 16.66%
Other Dairy 33.33%
Local Milkman 50%
Others 0%


Among the sample of 30 customers, 33.33% buy milk from Saras Booths,
16.66%buy milk from Private Dairy, 50% buy milk from Local Milkman.

Q2. How much price do you give on per kg?
Other Dairy Kota fresh Dairy Local
Source of milk
Price Other Dairy Kota Fresh Dairy
10 to 12 53.33% 50%
12 to 15 23.33% 20%
15 to 17 16.66% 16.66%
More than 17 6.66% 13.33%

Among the sample of 30 customers of kota fresh dairy, 50% customer pay Rs.10 to
12, 20% customer pay Rs.12 to 15, 16.66% customer pay Rs.15 to 17, 13.33%
customer pay more than Rs.17.
But among the sample of 30 customers of Othere dairy, 53.33% customer pay
Rs.10 to 12, 23.33% customer pay Rs.12 to 15, 16.66% customer pay Rs.15 to 17,
6.66% customer pay more than Rs.17.
10 to 12 12 to 15 15 to 17 More than 17
other Dairy
Kota fresh

Q3. What is your daily milk consumption?
Quantity Daily milk consumption
Other Dairy Kota fresh Dairy
0 to 250ml 6.66% 3.33%
251 to 500ml 13.33% 10%
501 to 750ml 46.66% 26.66%
751 to 1 liter 20% 33.33%
1 to 2 liter 13.33% 26.66%

The respondents that use Kota fresh milk are 3.33% customer use 0 to 250ml, 10%
customer use 251 to 500ml, 26.66% customer use 501 to 750ml, 20% customer use
751 to 1 liter, 26.66% customer use 1 to 2 liter.
0.00% 10.00
0 to 250ml
251 to
501 to
751 to 1
1 to 2 liter
Daily milk consumption
Kota fresh Dairy
Daily milk consumption
The respondents that use Other dairy milk are 6.66% customer use 0 to 250ml,
13.33% customer use 251 to 500ml, 46.66% customer use 501 to 750ml, 20%
customer use 751 to 1 liter, 13.33% customer use 1 to 2 liter.

Q4. What is the reason to use the particular type of Milk?
Reason Response
Price 23.33%
Availability 26.66%
Quality 23.33%
Taste 26.66%

Among the sample of 30 customers, 23.33% use the particular type of milk due to
price, 26.66% use the particular type of milk due to availability, 23.33% use the
particular type of milk due to quality, and 26.66% use the particular type of milk
due to taste.

Q5. Are you satisfied with the Milk?
Answer Respondent
Yes 53.33%
No 46.66%

Among the sample of 30 customers, 53.33% are satisfied with the milk they used,
Satisfication regarding milk used
46.66% are not satisfied with the milk they used.

Q6. Have you ever use kota fresh milk?
Ans Respondent
Yes 42%
No 58%

Among the sample of 30 customers, 42% have used Kota fresh Milk, and rest 58%
have not used Kota fresh milk.

Q7. Which is most used Kota fresh Product?
Kota fresh Product Response Percentage
Milk 10 16.66%
Yes 42%

No 58%

Ghee 3 33.35%
Chhach 5 10.00%
Lassi 2 6.66%
All 10 33.33%

There are different varieties of Kota Fresh product available in the market like
milk, ghee, chhach, lassi. Out of 30 ten person are such which use only Kota Fresh
Milk, 10 are such which use all products, while few of the people uses its
Other product such as chach and lassi etc.

Q8 If you buy Kota fresh milk then which type of Kota fresh milk do you like
Milk Ghee Chhach Lassi All
kota fresh Products

Type of Kota fresh milk Respomce
Standard Milk 20%
Toned milk 30%
Double Toned milk 26.66%
Skimmed milk 23.33%

Among the sample of 30 customers, 20% used to purchase Standard Milk, 30%
Toned milk, 26.66% used to purchase Double Toned milk, 23.33% Skimmed milk.

Standard Milk Toned milk Double Toned
Type of Kota fresh milk


Problem encountered by the Kota fresh Dairy in the market place are:
1. Less promotional activities.
2. Most of the consumers are not aware about the kota fresh product.
3. Brand visibility needs to be very aggressive at retail counter etc.
4. Unbalanced allotment of shops.
5. Retailers are not advising to the customers up to require extent to use Kota
fresh product.
6. Distributors are not entertaining business matter smoothly & effectively
retailers claim that their behavior is not professional.
7. The advertising activities of Kota fresh products are very less.
8. The marketing staff is not educated on how to deal with the customers and to
redress their grievances.
9. There is the leakage problem in the pouches of milk.
10. The milk of Kota fresh dairy is pasteurized so it is good for the health of
11.Saras milk packed in the food grace quality pouches.
12.The Kota fresh dairy provides the employment to the people.


After the deep study of the subject of the project, the researcher comes to the
conclusion that kota fresh diary is a good service for the customer.
Kota fresh provides the pasteurized milk, there is no mixing of water in it controls
the activities of the kota fresh products and improved some restriction on the kota
fresh. Kota fresh also fix the fats and SNF percentage of milk and it is packed in
the food grade quality pouches that it is safer to the bacterias so it is believable so
that customers do not worry about the quality and price of milk. But the other
daries do not pasteurized the milk and any other organizations, so that there is a
possibility of mixing water to the milk and remove excess fats and SNF is not
Kota fresh dairy provides the employment to the people in the women and child
development project, as it buyers the excess milk in the home of the common
villagers from the villagers. In this way kota fresh contributes to raise the living
standard of the rural peoples. It started many activities for women empowerment.
But sometimes customers face the problem of the dairy payment because the
servicemen do not like to pay dairy they want to pay weekly or monthly and there
is leakage problem, smell problem in milk sourness problem of occurs sometimes.
Better advertisement campaigns should be introduced to make more awareness
about the product and its quality.

Limitation of study

Every research has its limitations; this research is not an exception in this
manner there are certain factors in conducting this research also, these are
1 Time constraint as we are using interview method that is more time
consuming especially when sample is scattered in large geographical
2 Skilled manpower required in interview method the interviewer has
to visit the individuals, put question to them, which elicit the relevant
information about the subject of enquiry. This requires costly skilled
3 Financial constraint the method used for this study is very expensive
4 Secrecy of data some of the data are confidential and not to be
published so we have limitation of information.

1 The facility of home delivery should be started in Kota city.
2 The numer of shops should be increased in Kota city so that the customers
get the milk from the near-by distances.
3 The payment of the milk should be taken monthly or fortnightly instead of
daily or the coupon system should be started in every category of milk so
that the customer purchase the coupon before and they can take milk in place
of coupons.
4 As these promotional activities reflect not a much good image of kota fresh,
the reason behind his is that the taste of kota fresh milk is not liked by
majority of people. So it is a major reason behind the failing of promotional
activities. So the taste of milk must be improved.
5 The price of the milk packs should be in Rs. Not in paisa because the
customer faces the problem in bringing 50 paisa per day.
6 The packs of kota fresh milk should be make leak proof.
7 Kota fresh dairy should appoint a person in the field to collect the problems
of customers from the booths so that the customers gives their view and
problems to the dairy management.
8 There should be done more processing in milk so that it do not gets spited
very soon and the milk can stay fresh for the long time.
9 Customer friendly packs should be introduced in the market.
10 Marketing staff must be educated on how to deal with the customers and to
redress their grievances. Their movement should be result oriented rather
than formality.


Contact no.:-
Member in family:-.

Q1. Income Scale?
(1) Up to 2500 (2) 2501 to 7500
(3) 7501 to 10000 (4) More than 10000
Q2. From which source do you buy milk?
(1) kota fresh shops (2) Other Dairy
(3) Local Milkman (4) Others
Q3. How much price do you give on per kg?
(1) 10 to 12 (2) 12 to 15
(3) 15 to 17 (4) More than 17
Q4. What is your daily milk consumption?
(1) 0-250 ml (2) 251 to 500 ml
(3) 501 to 750ml (4) 751ml to 1 liter
(5) 1 to 2 liter
Q5. What is the reason to use the particular type of Milk?
(1) Price (2) Availability
(3) Quality (4) Taste

Q6. Are you satisfied with the milk you use?

(1) YES (2) No
Q7. Have you ever use Kota fresh milk?
(1)YES (2) NO
Q8. Which is the mostly used Kota Product?
(1) Milk (2) Ghee (3) Chhach
(4) Lassi (5) All
Q9. If you buy kota fresh milk then which type of kota fresh milk do you like to
(1) Standard Milk (2) Toned milk
(3) Double Toned milk (5) Skimmed milk
Q10. What is the difference between kota fresh milk and other milk?
Q11. Any Suggestions?


Agarwal, P.K., Marketing Management
Gupta S.P., Statistical Methods,
Jain Khandelwal Pareek, Statistical Management,
Kotler, Philip, Marketing Management,
Kothari C. R., Research Methodology