WWCHAPTER-1 INTRODUCTION 1.
1 INDUSTRY PROFILE
Historical background of the industry:
In Karnataka, on June 4th 1975 four milk unions were started in Bangalore, Mysore, Tumakur and Hasan. Karnataka Dairy Development Corporation got Re-named as Karnataka Milk Federation. In june 1974, an integrated project was launched in Karnataka to restructure and reconcile the Dairy Industry on the Co-operation principle and the laid foundation for a new direction in Dairy Development, the Work Bank aided Dairy Development projects during in 1975. Initially the project was covered 8 southern Districts of Karnataka and Karnataka Dairy Development Corporation was set up to implement the project. The Multi Level activities were set up with Dairy Co-operative societies at gross root levels, milk union at the middle level as an apex body. Vested with Dairy Development activities continued under operation Flood11, the activities were extended to cover the entire state except coastal taluks of Union Karnataka District. The process of Dairy development was continued in second phase from April 1984, Karnataka milk Federation came in to existence.
Karnataka Milk Federation is a Co-operative. Apex body in the state of Karnataka for representing Dairy Farmers Organization and also implementing Dairy Development activities with the following objectives.
Providing assured and remunerative Market for the entire Milk Producers.
• Providing Hygienic Milk to Urban Consumers. • To build village level institution in Co-operation sector to manage the Dairy activities.
To ensure Milk Production for self-employment at village level preventing migration to Urban Areas introducing cash economy and opportunity for regular Income.
• The philosophy of Dairy Development is to eliminates middle men and organize institution to be owned and managed by the milk producers themselves, achieving economics of scale to ensure maximum return to milk producers at the same time providing wholesale Milk at lowest possible price to urban Consumers. • To eliminate the problems of duplicating and over lapping. • To expand the market. The complex network of Co-operative organization should build a bridge between millions of consumer and Milk producers. On the other side to achieve a socio economic revolution with in the state.
The management K.M.F is of “pattern, Co-operative activity that is called as three tyre system.
Primary level co-operative societies (milk producer’s co-operatives societies).
• District level milk Union. • State level Federation.
Market share of nandini milk and milk products:
The market share of Nandini milk and production in the West Bangalore City is shown as below: • Nandini Milk • Private Dairy Competitors of the Nandini milk • Good morning • Heritage • Dodla • Arogya • Gopathi …………. 90% …………. 10%
Perspective plan for 2008:
Karnataka Milk Federation Union and National Dairy Development Board are formulating the programme to challenges after liberalization deli censing the Dairy sectors to develop and strengthen Dairy C0-operative movement in the following areas: • Quality Assurance Programme • National information Networking • Productivity Enhancement • Co-operative Business.
1.2 COMPANY PROFILE ORIGIN OF THE ORGANISATION
On January 1st 1958 a pilot scheme under Department of Animal Husbandry, Government of Karnataka was started to cater Veterinary Hospitals and Milk process facilities at National Dairy Research Institute NDRI). In 1962 the Bangalore Milk Supply Scheme came into existence as an independent body. Bangalore Dairy, a joint venture of UNICEF, Government of India & Government of Mysore was dedicate ed to the people of Karnataka on 23rd January 1965 by the then Hon’ble prime Ministers Late Sri Lal Bahadhur Shastri. Bangalore Dairy scattering over an area of 52 acres, the Dairy had an initial capacity to process 50,000 liters of milk per day. This Dairy was handed over to Karnataka Dairy Development Corporation (KDDC) IN December 1975 as a part of Rural Milk Scheme of Mysore, Hassan & Kudige under Operation Flood-II and then t transferred to Karnataka Milk Federation (KMF) in May 1984 as a successor of KDDC. To cater to the growing demand for milk by the consumers of Bangalore City, the capacity was increased to 1.5 lakh liters per day under the Operation Flood-II during 1981 and later increased to 3.5 lakh liters per day under Operation Flood/II during 1994.
As per the policies of the National Dairy Development Board (NDDB), Bangalore Dairy was handed over to Bangalore milk Union (Bamul) on 1 st September 1988. The Union is capable of processing the entire milk produced, by timely implementation of several infrastructure projects like commissioning of Mega Dairy, new chilling centers & renovation of product block.
Bamul has been registered under MMPO by Central Registration Authority. Today, the Union has become biggest Milk Co-operative Union in Southern India. Bamul has been certified for ISO 9001-2000 and HACCP (IS-15000) for quality management and Food safety systems and also got a National Productivity Award Thrice. Under the World Bank aid, the Karnataka dairy development corporation came into existence in 1975 and started organizing Amul Pattern Dairy Co-operatives Societies at the village levels with the guidance of National Dairy Development Board. The Bangalore Dairy union initially comprising of Bangalore and kolar districts was bifurcated into Bangalore urban and rural district co-operatives milk producers societies union limited on 1-4-87. The bifurcation was intended to decentralize the activities in the districts. Bangalore Dairy is owned by a board, which is elected by the co-operative society. It has an effective manpower force with 1400 employees working there in the organization of which 700 employees are in production department. The workers enjoy good incentives for the work done by them. Main objective of union:
1. Providing assured and remunerative market of all the milk sold by the
2. Providing hygienic milk and milk products to the consumers. 3. Organizing milk co-operative societies at village level and providing
4. To ensure the provision of milk production inputs, processing facilities
and dissemination of know-how.
To facilitate rural development by providing opportunities for the self employment at village level, which will prevent villagers migration to the urban areas and improve the financial situation of village. To improve the milk production, the union is providing technical input services, like
a. Mobile veterinary and emergency s services. b. Artificial insemination. C. Fodder development, supply of balanced cattle feed. D. Training to DCS staff and members. phased manners. Uplift of the backward classes and ST/SC classes by providing loans for the purchase of milk cows through dairy loan scheme. Providing power market, with modern facilities for storages and giving employment by obtaining agencies. PROGRESS AND ACHIEVEMENT OF THE UNION SINCE ITS INCEPTION 1. Establishment of the union Bangalore Co-operative producers’ Societies Union Limited was established on 16th November 1976. After the bifurcation of the above Union, into two separate union for Bangalore Districts (Urban and Rural) and Kolar District, Bangalore Urban and Rural District Co-operative Milk producers’ Societies Union Limited (BAMUL) on 23rd March 1987. Recently under co-operatives
development program training is being given to all the milk producers in a
Bangalore Dairy was taken over by BAMUL on
1st September 1988.
Bangalore Mega dairy started functioning 17th December 2000. MMPO-19923 Registration No 42/R.MMPO/93 dated 7th June 1993 renewed on 13th May 1999. Bangalore Dairy ISO 9001-2000 Certified by SAI Global a reputed Australian based company on 19th February 2003. Bangalore Dairy HACCP IS-1 5000 certified by SAI Global a 19th Feb 2003. 2. Infrastructure at the time of inception & subsequent expansion – year – wise in terms of the following: Capacity of the Dairy i. Milk processing capacity was 60,000Ltrs per day (LPD) at the time of establishment of the dairy on 23rd January 1956. ii. Milk processing capacity was expanded to 1.5 lakh LPC on 1st February 1981. iii. Milk processing capacity was expanded to 3.5 lakh LPD during 1994. iv. Milk Condensing plant 3 Metric Tons per d ay. v. Spray drying plant 5 Metric Tons per day. vi. Milk Processing capacity of 600,000 Liters per day (LPD) fully automated Mega Dairy started functioning from 17th December 2000. vii. Converted the old building as a product Block during 2002. reputed Australian based company on
GROWTH AND PRESENT STATUS OF THE ORGA NISATION:-8-
Nandini milk product project was initially a government of India project established on 1st April 1973 and handed over to the Government of Karnataka constituted by KDDC (Karnataka Dairy Development Corporation) during 1978. In the beginning the unit was operating within the premises of Bangalore dairy. The aim of the project was to provide protein rich milk supplement to the weaker section of the society at a low price by using vegetable protein source to cater this nutritional product to beneficiaries like pregnant women, hospitalized people and children. The project was expanded during the year 1980-81 with an enhanced capacity of 1 500 liter per day. Apart from this assistance of Rs. 5.60 lakh was provided for this project. Initially the project was catering to the under-nourished children; pregnant women and feeding mother of the weaker section. The supply was feeding fro 200 liter per day to 1000 liter per day. However, the supply in 1991-92 was around 3000 liters per day. At present the supply is about 33-40 thousands bottles per month and it is seasonal catering only to the corporation school children.
During 2006-07 half year Bamul has procured on averages of 8.29 lakh liters per day (average 535 Lt rs /DCS). During the flush season procurement has reached to the peak of 8.95 lakh liter per day. With a motto of “Pure & Fresh Milk from Cow to Consumer” Bamul has Installed Bulk milk coolers, Automatic Milk Collection Units, Electronic Weighing Scales to minimize human contract of milk and transparency at the time of milk collection.
Bamul is offering the most remunerative milk procurement price to member producers. The operational efficiency is reflected on procurement prices paid to the member produces. The average milk procurement price pa
id during the year was Rs. 9.31 for every Liter of Milk supplied to the Union. Milk collected at DC will be transported to Chilling Centers, though 93 Milk Procurement Routes, by traveling 14,738 km every day. 5 Bulk Milk Cooler (BMC) Routes are also in operation, which collects milk from 35 BMC centers of 68 DCS directly transported to Bangalore Dairy through insulated tankers.
BAMUL has 9 taluk under Bangalore rural and 3 taluk under Bangalore urban districts. During 1987-88 the averages milk procurement w as 1.87 lakh lpd transported through 35 milk procurement routes from 510 function DCS. During 1996-97 through 994 societies 3.94 lakh lpd milk has been produced through 64 routes. All these 994 function societies are running under profit. VACCINATION PROGRAMME: To prevent the contagious F&M disease in milk animals, regular ‘food and mouth’ vaccination programmed was started as pilot project by NDDB during the year 1982-83. During this period it was 100% subsidized later on, the union is providing subsidy per dose of vaccine used. In order the coverage, the dairy co-operative societies are continuing this vaccination programmed. During 1996-97 the union has spend an amount of Rs. 18.70 lakhs from its corpus fund. IN THIS MILLENIUM:We want to become not only the largest Union, but also become one amongst the best-run milk union in the country. The Union is aware of the challenges of the new private entrants, who are mainly thriving on unfair trade practices. They procure milk as least cost, without bothering about the welfare of the producers and without extending any technical inputs for improving milk production. They market milk by resorting to unhealthy and unethical practices deceiving the unsuspecting consumers. The Union wants
to counter this in a positive manner by trying to improve its efficiency of operation and market promotion. In wants to become well trenched in the market as market leader. It wants to follow the strategy of costcompetitiveness, which is hard to match by the competitors.
Day to Day operations:Morning distribution: Toned Milk 3, 60,000 liters Full Cream Milk Curds 80,000 liters 35,000 liters
Evening distribution:Toned Milk ----------------- 50,000 liters Full Cream ----------------- Nil Curds ---------------------------------------- 2000 Kg Number of vehicles for morning distribution --- 132 Number of vehicles for evening distribution --- 23 Transportation cost per liter ----------------------- 0.134 Rs Total number of agents ----------------------------- 932 Agents for morning distribution ----------------- 930 Per capita consumption of milk ------------------- 250ml
PROCESSING OF MILK:The raw chilled milk received though h tankers is pasteurized at the main dairy. Hi-tech machines do pasteurization of milk. Where milk is passed through hot plates and opposite to it hot water is passed in opposite way. Just back to the hot plates, by this process the milk is pasteurized and
the same time they checked the quality of the milk by testing and checking the fat content. They maintain some percentage e of fat contents for different types of milk they produces.
1.3 PRODUCT PROFILE
Types of Milk & Milk products marketing by Bamul: Nandini Toned Milk Karnataka’s most favorite milk, Nandini Toned Milk, Fresh and Pure
milk containing 3.0% fat and 8.5% SNF. Available in 500ml and 1ltr packs. Better to use within a day from the date of pack. Nandini Homogenized Toned Milk Nandini Homogenized Milk is pure milk containing 3% Fat & 8.5% SNF. This is homogenized and pasteurized. Consistent right through, it gives you more cups of tea or coffee and is easily digestible. Available in 500ml packets. Nandini Full Cream Milk Nandini Full Cream milk. Containing 6% fat and 9% SNF. Rich, creamier and tastier milk, Ideal for preparing home-made sweets & savories. Available in 500ml and 1ltspacks. Apart from the Milk, the different Milk products are curds; Butter, Ghee, peda, Sweetened Lassi, Sweetened Curds, Softy Ice Cream, Flavored Milk, and Spiced Butter Milk are also sold. Nadndini Ghee A taste of purity Nandini Ghee made from pure butter. It is fresh and pure with a delicious flavor. Hygienically manufactured and packed in a special pack to retain the goodness of pure ghee. Shelf life of 6 months at ambient temperatures. Available in 200m., 500ml, 1000ml sachets, 5lts tins and 15 kg tins.
Nandini Butter Rich, smooth and delicious. Nandini Butter is made out of fresh pasteurized cream. Rich taste, smooth texture and the rich purity of cow’s milk, makes any preparation a delicious treat. Available in 100gms (salted), 200gms and 500gms cartons both salted and unsalted.
Nandini Buttermilk Nandini spiced Butter Milk is a refreshing health drink. It is made from quality curds and is blended with fresh green chillies, green coriander leaves, asafetida and fresh ginger. Nandini spiced butter promotes health and easy digestion. It is available in 200ml packs and is priced at most competitive rates, so that it is affordable to all sections of people. Nandini Peda No matter what you are celebrating made from pure milk, Nandini Peda is a delicious treat for the family. Store at room temperature approximately 7 days. Available in 250gms pack containing 10 pieces each.
CHAPTER – 2 RESEARCH DESIGN
2.1 Theoretical Background of the study. Introduction to marketing
Marketing is the performance of business activities that direct the flow of goods and services from the producer to customer. - American Marketing Association Many organizations have involved in marketing activities to satisfy the needs and wants of a group of customers. Now a days marketing is not considered as a mere physical process or set of activities connected with the exchange of goods. It is regarded as a philosophy of business. It is concerned with creation of customers. It includes all those activities connected with identifying the need of the consumable and then, organizing the according to meet the needs of the consumers. Importance of marketing management: • Marketing management is the most important function in the business organization. • It looks after the marketing system of the firm • It plans the develops the product on the basis of know demand. • It has to prepare appropriate marketing plans or marketing mix to achieve the business goals.
Function of marketing management
The function of marketing management are summarized as follows:
• Determination of marketing goals • Formulation marketing plans, procedures, policies etc • Designing marketing strategies and marketing mix • Planning marketing programmers Marketing is a comprehensive term and it includes all resource and a set of activities necessary to direct and facilities the flow of goods and services from producer to consumer in the process of distribution. Business man regards marketing as a management function to plan, promote and deliver products to the clients or customers. Human efforts finance and management constitute the primary resources in marketing. Main view point’s management is as follows: • Analyzing, planning, implantation and Control programs. • Mutual and personal gain • Achieving effective response. Modern marketing concept: The marketing concepts evolved over a century starting from on set of industrial revolution, production concept and selling concept, social marketing concept right up to date.
The term “consumer” refers to a person who buys goods or services for his personal or household use and not resale. Consumer behavior is the
process whereby individual decide, what, when, where, how and whom to purchase goods and services” Consumer behavior has been gaining importance since 1960. the growth of consumerism and enactment of consumer legislations emphasizes the importance of consumer behavior study. Today the consumer behavior is the central topic in modern marketing. Since the ultimate aim of marketing is consumer satisfaction and profit earning.
In olden days marketing was seller oriented and there was seller market. The consumer had to purchase whatever was offered to him. They had no choice. So the study of consumer behavior was not important to marketers. Now things have changed modern marketing has become consumer oriented and there is a buyer market. If the choices, performance, tastes and attitudes of the consumer are neglected. No marketing efforts can be successful. Therefore the study of consumer behavior is very much essential success in business. The study of consumer behavior is important for the following purposes: • Production policies • Price policies • Distribution policies • Sales promotion policies exploiting marketing opportunities
Plan for customer service:
• Understand customer expectations
• Establish customer priority
• Define service goals • Get external commitment from top to bottom • Establish service infrastructure • Develop employee through training and compensations • Measure customer satisfaction • Set customer expectation • Search for complainers.
Factors influencing consumer behavior:
Consumers do not make purchase decision simply. Their buying behavior is influenced by culture, social, personal, and psychological determinants or factors. All these factors are controllable and beyond the hands of a marketer. They are considered in understanding buyer behavior.
Determinants of consumer behavior:
Cultural factors Religion, caste, beliefs
Social factors Social classes Personal factors Age, gender, income, education, occupation Psychological factors Personality, learning, perception, attitude
The “satisfaction of the customer “can be easily canalized studying the behavior of the customers. Customer Behavior can be said to be the study of how individuals make decision on how spend their available resources (time, money and effort) on the various consumption related items. This simple definition of customer behavior tells marketers to resolve every activity around the ultimate customer and gauge their behavior.
The behavior of the customer helps the marketing to study, what factors influence the decision making process of the customers. The decision making process identifies the number of people who are involved in this process and ascribe a role of them.
All the firms have started considering “COSTUMER AS THE KING “or “QUEEN”. The market place is flooded with many new players including the host of MNC’s resulting is available of more number of brands in every
segment of the market. On account of this customer stated being choosy about what to buy.
2.2 Title of the study:
The title of the study is to understand the “the market potentiality of Nandini set curds”.
2.3 Statement of the Problem:
The topic selected for the study is to know the market potentiality of Nandini set curds. And also in order to obtain response from the users to identify the impact created by the marketer in BAMUL.
Now days in the market we can find number of entrants into the industry, hence the brand loyalty in this is lacking. Therefore BAMUL being a govt sector as undertaken the study on market potential of the set curds to know whether the potentiality is satisfactory or not.
2.4 Objectives of the Study.
The Study covers the following:
1) To study the market potentiality of Nandini set curds.
2) In order to identify the improvements in the marketing activities conducted in BAMUL. 3) To identify the techniques used to improve the products in the Market.
To identify the level of awareness about the set curds.
2.5 design of the study
a) Type of Research: The type of research used in this study is exploratory research. b) Method of Research: The collection of primary data through the use of questionnaire and secondary data through h the use of discussions, interactions with the concerned persons who are trying to promote the milk products. c) Sampling Used: The sampling used for the study is respondents situated in different locations at west Bangalore City mainly in apartments. d) Sample Size: The respondents used for survey and for certain conclusion, we used 50 respondents spread over west Bangalore City. Even though the sample size is very less, but the feed back given by they can be extended for larger survey. e) Tools Used: For conducting a survey study is structured questionnaire is used, which consists of the questions with well designed manner. A few questions have possible answer and some other quest ions have options in order to express their view. In additions to this interviews have also been adopted for data collection from the concerned person in the company. f) Collection of data: Survey has been done in data collection from the respondents. Data collection also been made from marketing department with regard to
advertising, publicity, sales promotion, export and import. Company profile has been collected from booklet given by the Company. g) Method of Analysis: From the above data we can analyses by the use of graphs for each question. The analysis also include that the respondents feed back have been included in findings chapter-7. The analysis also include that the company must improve by further creating interesting advertisement in T.V., Radio, Newspapers.
2.6 Scope of the Study:
The study covers that the company is going to improve the present products. The marketing department has a challenging task to attract the customers towards their products. The scope of the study also includes that further improvements as expressed by the consumer through the survey.
2.7 Limitation of the Study:
1) Survey covers feed back from users and non users of set curds. 2) The study is done on survey method and suffers from this method. 3) The non users although they know the product but still they are not buying the products because of non proper packing. 4) Time is the major constraint 5) Some respondents did not co-operate 6) Many respondents did not provide proper information due to bias
Because of these limitations, it may not be possible to draw any major conclusions. However the conclusion that is drawn in this study can be considered as indicative or suggestive in nature.
Basic Assumptions: Through the survey the assumptions made include that the respondents have given f rank opinion to various questions. That means they are well aware of the products and also their feed back are accurate. The company must give importance to the suggestions made by the customers and will implement them to enlarge their marketing activity.
A market potential is an estimate of the maximum possible sales opportunities present in a particular market segment and open to all sellers of a goods and service during a stated period. This study finds that the BAMUL has many sales opportunities present in market to expand its business and increase its sale of Nandini set curds so that it can make more profits. It can be concluded that Nandini is one such a brand, which has entered the daily life of the customer. It has the monopolistic market in Nandini set curds and can be utilized fully. BAMUL is one such organization where, it is striving hard for its customer satisfaction.
The key success factor of BAMUL in becoming a market leader is the Narrow price spread maintained between purchase & sales, marketing higher volumes of Nandini set curds. The volume of sales plays a critical role in determining costs. Hence, the market strategy of Bangalore milk Union is to regard selling of market set curds as its core marketing.
Although BAMUL sets high standards for its products and customer serve, its prior reliance on manual operations made it impossible to keep with surging demand. In designing mega dairy, BAMUL looked towards an automated system that would allow it to achieve consistent quality parameters for each product. Energy and manpower would also be more effectively optimized and controlled and all plant equipment would be integrated. In addition, employees would be trained in how to use the new automated systems and valuable management information would be collected at the main server and used for marketing and evaluations. Nandini set curds quality is immediately checked for quality parameters upon arrival at the plant’s main gate. From this point onward, each operation is automated with controls for chilling, milk pasteurization, standardization and cleaning-in-place (CIP). The system also gathers and distributes data for production, quality and energy management. At the heart of the system is a reputed Allen-Bradley PLC-5/80C platform, which communicates to analog and digital I/O on control Net a producer-consumer communication network. Customers are also seeking significant benefits. Milk now reaches market faster, at a better quality and with a longer shelf life.
CHAPTER-3 ANALYSIS AND INTERPRETATION OF DATA
TABLE-1 AGE OF THE RESPONDENTS An effort was made to know the age of the respondents. The following table highlights the above facts. SL NO 1 2 3 TOTAL AGE 20-25 25-30 30&ABOVE NO OF RESPONSE 17 20 13 50 PERCENTAGE 34% 40% 26% 100%
Data analysis: The above table shows that 34% respondents are between 20-25 years of age. 40% respondents are between 25-30 years of age and 26% respondents are above 30 years of age. For better understanding the table is represented in the form of a graph in figure.
PERCENTAGE 40 40 35 30 25 20 15 10 5 0 20-25 25-30 PERCENTAGE 30&ABOVE 26 34
The above graph indicates that majority of the respondents were middle age group and most of them were working employees they prefer Nandini milk and milk products because of its easy availability and better quality.
TABLE-2 Table showing gender of the respondents SL NO 1 2 TOTAL GENDER Male Female 13 37 50 NO OF RESPONDENTS 26% 74% 100% PERCENTAGE
Data analysis: The above table shows that 74% respondents are female and 26% respondents are male. For better understanding the table is represented in the form of a graph in figure.
Inference: Majority of the respondent’s are female. So the company should target female respondents for their milk and milk products.
TABLE – 3: Analysis regarding the occupation of the respondents Nature of work No of respondents Govt Employees Private services Business Others Total 12 06 22 10 50 24% 12% 44% 20% 100% Percentage
The table 3 presents the no of respondent’s nature of work. It is evident from table 2 that 44% of respondents are in business occupation, 24% of respondents are Govt employees and 12% and 20% are in private service and other occupation respectively.
0.45 0.4 0.35 0.3 0.25 0.2 0.15 0.1 0.05 0 24% 20% 12% 44%
G ovt E m ploy ees
P rivate s ervic es P erc entage
B us ines s
Inference: Majority of the respondents were business occupation and these respondents are more concerned with the quality of the milk and milk products. Many of govt employees prefer these milk and milk products because of its good brand name in market.
TABLE-4 Table showing when the respondents buy the milk
SL NO 1 2 3
Particulars Morning After noon Evening TOTAL
no of respondents 41 3 6 50
Percentage 82% 6% 12% 100
Analysis:The above table shows when the respondents buy the milk. From the above table it shows more number of respondents buy milk in the morning. Only 6% of respondents buy the milk in the after noon and 12% of respondents buy the milk in the evening.
no of respondents
2 After noon
Inference: The majority of the respondents buy the milk in the morning because of their needs and freshness of milk and most of the respondents are working employees they have to go to their jobs early in morning so they will prefer to buy the milk in the morning.
TABLE-5 Table showing how many liters of milk respondents buy every day SL NO 1 2 3 4 5 Particulars 500 ml 1 liter 1-2 liters 2-3 liters More than 3 liters Total no of respondents 7 14 23 4 2 50 % 14% 28% 46% 8% 4% 100%
Data analysis:- The above graph shows that 46% of respondents buy 1-2 liters of milk, 28% of respondents buy 1 liter milk, 14% of respondents buy 500 ml milk and only 4-8% of respondents buy 2-3 or more than 3 liters of milk.
50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0%
14% 8% 4% More than 3 liters
Inference: The majority of the respondents buy 1-2 liters of milk every day because milk and milk products are perishable they can not store it for longer time.
TABLE-6 Table showing by whom they aware of NANDINI brand
SL NO 1 2 3 4
Particulars FRIENDS ADVERTISMENT AGENTS OTHERS TOTAL
no of respondents 1 41 8 0 50
% 2% 82% 16% 0% 100%
Data analysis:- of the 50 respondents 82% got awareness of Nandini by advertisement, 16% of the respondents were cause to know about Nandini through agents and 2% were from friends.
90 80 70 60 50 40 30 20 10 0 2 FRIENDS AGENTS Series1 16 0 82
Inference:- both advertisements and agents played equal role in achieving the brand awareness of Nandini.
TABLE-7 Table showing how respondents feel about Nandini milk and milk products. Options No of respondents Excellent Good Satisfactory Poor Total 17 24 05 04 50 34% 48% 10% 08% 100% Percentage
The above table shows perception of respondents. 48% of respondents feel it is good and 34% feel it is excellent and 10% and 8% of respondents feel it is satisfactory and poor respectively.
0 .5 0 .4 5 0 .4 0 .3 5 0 .3 0 .2 5 0 .2 0 .1 5 0 .1 0 .0 5 0 E xc e lle n t 34%
S a tis fa c to ry
P erc entage
Inference:- The more number of respondents rated the Nandini milk and milk products are good and excellent because of its freshness, vitamin content and quality. Very few of them feel that it is satisfactory so that the BAMUL should look out these groups with a suitable strategy.
TABLE-8 Table Showing Major Factor consider by the Respondents while Purchasing Nandini Products
SL NO 1 2 3 4
FACTOR QUALITY PRICE AVAILABILITY SERVICE TOTAL
no of respondents 40 2 0 8 50
% 80 4 0 16 100
Analysis:- about 80% of the 50 respondents said that they gave major importance to quality while buying Nandini Products and 4% price considered the most, 16% considered service given to them.
16 4 0
Inference:- most of the respondents feel that quality has to be above par while buying Nandini Products. Compared to any other factor including price.
Table showing from where do the respondents were purchase Nandini Products
SL NO 1 2 3 4
PARTICULARS AGENTS DEALERS OPEN MARKET OTHERS TOTAL
no of respondents 5 1 44 0 50
% 10 2 88 0 100
Analysis:- 88% of the 50 respondents said that they buy Nandini Products from the open market itself whereas 10% of the respondents bought them by the agents. While a negligible percentage of 2% each, bought from wholesale dealers and they had their own fair.
90 80 70 60 50 40 30 20 10 0 AGENTS 10 2 DEALERS
0 OPEN MARKET Series1 OTHERS
Inference:- open market played dominant role in the distribution and sales of Nandini Products.
Table showing the mode of payment
SL NO 1 2 3 4
MODE OF PAYEMENT CASH&CARRY WEEKLY BILLING MONTHLY BILLING OTHERS TOTAL
no of respondents 50 0 0 0 50
% 100 0 0 0 100
Analysis:- all the 50 respondents carry out their transaction in cash and carry basis.
100 100 90 80 70 60 50 40 30 20 10 0
CASH&CARRY W EEKLY BILLING MONTHLY BILLING OTHERS
Inference:- as the milk company’s do not support any other mode of payments, so the respondents will have to pay only cash on the spot for the purchase of milk, either it may be from the agent or from the open market or from the dealer.
Table showing the factors that satisfies Nandini Products
SL NO 1 2 3 4
PARTICULARS QUALITY PRICE SERVICE Other TOTAL
no of respondents 40 5 5 0 50
% 80 10 10 0 100
Analysis:- 80% of 50 respondents were satisfied with quality of Nandini milk and 10% of respondents were satisfied with service and 10% were satisfied with price.
80 80 70 60 50 40 30 20 10 0 QUALITY PRICE SERVICE Series 1 Other 10 10 0
Inference:- Quality is most considerable factor by the respondents.
Table showing opinion of respondents about the price of Nandini Products
SL NO 1 2
PARTICULARS Reasonable Costly TOTAL
no of respondents 46 4 50
% 92 8 100
Analysis: - 92% of 50 respondents said that the price of Nandini Products is reasonable and 8% of them said that it is costly.
92 100 80 60 40 20 0 Reasonable Series1 Costly 8
Inference: - most of respondents feel that prices are reasonable.
Table showing usage of other products of Nandini Products
SL NO 1 2 3 4 5
PARTICULARS CURDS BUTTER PEDA MYSORE PAK PANEAR TOTAL
no of respondents 23 0 10 5 12 50
% 46 0 20 10 24 100
Analysis: - out of 50 respondents 24% are using any panear product, 46% of them are using curds, 10% are using Mysore pak and 20% are using peda.
50 45 40 35 30 25 20 15 10 5 0
24 20 10 0 CURDS BUTTER PEDA Series1 MYSORE PAK PANEAR
Inference: the usage of the curd is more as compare to other milk products. Majority of the respondents consumed curd more than other milk products.
Table showing whether respondents were satisfied with advertisement of Nandini milk and milk products. SL NO 1 2 PARTICULARS SATISFIED UNSATISFIED TOTAL NO RESPONDENTS 47 3 50 OF % 94 6 100
Analysis:- The above table depicts that 94% of the 50 respondents said they were satisfied with advertisement of Nandini milk and milk products and 6% were unsatisfied.
Graph showing whether respondents were satisfied with Nandini milk and milk products
Inference: As all most equal number of respondents were unsatisfied with advertisement what Nandini. So there is a urgent need for a proper promotional activity is carried down to satisfy the customers.
SUMMARY OF FINDINGS
The following finding drawn by the respondents in Bangalore City. 1) The age group of respondents was seen to be, 20-25 years, 34% of
respondents, 25-30 years, 40% of respondents, and 30& above 26% of respondents. 2) The occupation of the respondents was seen to be as 24%
respondents in government service; 12% were in private service, 44% were in business, 20% were in other sectors. 3) The classification of respondents were as follows:Male-24% respondents Female-76% respondents 4) The brand name Nandini has awareness to the fullest extent and all the respondents knew very well about it. As it was the oldest brand of milk and ghee available in Karnataka, all these respondents know about it through advertisement and through the agents. 5) Most of the respondents were buying milk & ghee through open markets only a very few percentage of respondents bought them from agents. Open market play a dominant role when it comes to distribution and sales of milk and its product s and they are major influences in the buying of a particular brand of milk and its products. That is what has been portrayed in this study. 6. Almost every respondent’s deals through cash and carry mode of payment with the sellers. This is because none of the milk companies in the market do not support any credit transactions.
About 50% of the respondents were not satisfied with the advertisement released by BAMUL about NANDINI brand. 100% reach. This means that the advertisement effectiveness s is only 50% but has a
Nandini is seen to b e a very eminent brand since all the 100% of respondents haves given a positive response regarding its awareness.
3/4th of the respondents said that quality of NANDINI products is the thing that they admit the most and few others said that they admired competitive price of nandini. While some others also admired its availability and its agents service. This means that NANDINI has maintained its quality since it inception 37 years age.
Recommendations for improvements of Nandini milk & milk product is seen as follows: 1. Improvement in availability. 2. Improvement in quality. 3. Improvement in taste and thickness.
The respondents were using more of NANDINI product when compared to any others products.
All of the respondents were using Nandini brand toned milk.
CHAPTER – 5 SUGGESTIONS AND RECOMENDATION
Quality, this word has been very well kept up by BAMUL all these
have done a great job by maintaining quality which has helped them to build a strong brand name called NANDINI. But there were a very few complaints from some of the respondents about its quality so the thickness of the milk has to be increased and thereby satisfying even those small no of unsatisfied respondents.
There were complaints regarding quantity of ghee as there was
sometimes increase or reduction in the quantity. So company has to take proper measures.
The company BAMUL needs to have at its pricing strategy. To make it
much more competitive with any other brands the company should make a certain arrangement so that the certain percentage of rebate is given to the customer who buys in huge quantities. This one will make the customers to stick on to the NANDINI brand itself. The BAMUL can also make the arrangements by supplying NANDINI products to regular department stores and to the sweet stalls where in its products are sold by the retailer by taking off certain, percentage as their commission. This will bring BAMUL ready made packed food products to compete with other brand of packed food.
the agents of NANDINI are playing a dominate role in bringing
nandini products to the respondents and there by being significant I bringing sales and even in building a huge brand in Karnataka called NANDINI so considerable amount of interest should also be shown towards these agents.
The company should also look in to consumer’s relationship
management. A growing trend by which the company can succeed in winning customers confidence and satisfaction. The company needs to have a constant touch and communication with the consumers and continuously needs. To get feedback from them and make necessary arrangements and corrections to cater the needs of customers.
In many areas there are no Nandini parlors, or dairy. Counters etc., it is
better to open the counters or parlors, in order to provide milk to the consumers to provide for availability of Nandini products, in all areas.
The BAMUL must undertake the promotional activities like
advertisement of its products, so that the customers are made aware of these products, and develop an interest about Nandini milk and products.
The future of any business is tense. The future cannot be predicated; all you can do is that systematically predict about it. There are professional practitioners who look ahead to the longer term and who believe that this skill can be achieved. By looking ahead, confronting the future and watching the trends unfold, the world becomes less random, patterns emerge, new threats are foreseen and avoided and new opportunities are identified and exploited. This study was done to analyze the consumer behavior towards the Nandini Milk Products in Bangalore City. Primary and secondary data collected were analyzed in the light of objectives set for the study from the survey reports; it was found that Nandini Milk was being rated the best with regard to the satisfactory levels among the customers. It can be concluded that Nandini is one such brand which has entered the daily life of the consumers. It has the monopolistic market in Nandini Milk and can be utilized fully BAMUL is one such organization where it is striving hard for its customer satisfaction. The taste and quality of the Nandini milk and milk products is an important aspect, which has to be improved and this should be made known to the consumer through advertisements. This project report at the end gives some of the suggestions if one adopted can lead much higher development in sales.