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Vijaya-Dairy PDF
Vijaya-Dairy PDF
INTRODUCTION
Dairying has been a traditional rural household occupation. But it could not be
made commercially viable for long and remained unorganized. With the success of
AMUL, and attempts at organizing dairy co-operatives in many states during
Operation Flood I and II, people's participation for common economic emerged in the
dairy sector. Since 1971, the collection of milk through the cooperatives has been over
85 percent of the total milk collection of organized sector in the country. The number
of milk cooperative in the country during 1988 was 58,830 which is now increased to
about 70,000 societies. For long time, prevented private enterprises from the government
setting up dairy units and competing with the cooperatives. However, sector was
delicensed in 1991, paving the path for private sector competition. A large number of
small dairies have corne up in major cities.
As we know very well that the dairying is one of the major industry in India.
The cow was adorned as mother of plenty and prosperity with cattle as backbone for
agriculture. 75 percent of the rural people are completely' dependent on agriculture
for their livelihood. More than 70 % of the rural farmers belongs to category of the
small farmers, marginal farmers and agricultural laborers. Population explosion with
limitation of agricultural areas for food production, has brought on greater need for
harnessing the available land, livestock and labor to achieve self-sufficiency in milk
production.
"Amul" or "Anand" pattern, which bristled with problems .particularly in talking the
power conscious bureaucracy at the policy making level, was entrusted to Dr. Verghese
Kurien, the young Engineer from Kerala who has performed this miracle admirably in
Gujarat working with a missionary zeal.
The growing demand for milk in Bombay provided the stimulus for the milk
producers in Kaira district to increase production and the 'Kaira District Cooperative
Milk Producers Union, popularly known as "Amul" came into being. Starting with
just two milk producers" societies with a daily collection of 250 liters in 1948, Amul
now has a membership of 3,60,000 farmers handling about 8,50,000 liters and
distributing about Rs. 100 crore annually towards that cost of milk supplied by them.
Customer satisfaction, a business term, is a measure of how products and services supplied
by a company meet or surpass customer expectation. It is seen as a key performance indicator
within business and is part of the four perspectives of a Balanced Scorecard.
Customer satisfaction is an abstract concept and the actual manifestation of the state
of satisfaction will vary from person to person and product/service to product/service. The
state of satisfaction depends on a number of both psychological and physical variables which
correlate with satisfaction behaviors such as return and recommend rate. The level of
satisfaction can also vary depending on other factors the customer, such as other products
against which the customer can compare the organization's products.
Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988
delivered SERVQUAL which provides the basis for the measurement of customer
satisfaction with a service by using the gap between the customer's expectation of
performance and their perceived experience of performance. This provides the researcher
with a satisfaction "gap" which is semi-quantitative in nature. Cronin and Taylor extended the
disconfirmation theory by combining the "gap" described by Parasuraman, Zeithaml and
Berry as two different measures (perception and expectation) into a single measurement of
performance relative to expectation.
[4]
The usual measures of customer satisfaction involve a survey with a set of
statements using a Likert Technique or scale. The customer is asked to evaluate each
statement in terms of their perception and expectation of performance of the service being
measured.
Methodologies
J.D. Power and Associates provides another measure of customer satisfaction, known
for its top-box approach and automotive industry rankings. J.D. Power and Associates'
marketing research consists primarily of consumer surveys and is publicly known for the
value of its product awards.
Other research and consulting firms have customer satisfaction solutions as well.
These include A.T. Kearney's Customer Satisfaction Audit process[6], which incorporates the
Stages of Excellence framework and which helps define a company’s status against eight
critically identified dimensions.
For Business to Business (B2B) surveys there is the InfoQuest box. This has been
used internationally since 1989 on more than 110,000 surveys (Nov '09) with an average
response rate of 72.74%. The box is targeted at "the most important" customers and avoids
the need for a blanket survey.
TICSS Service Quality Model uses the 5 P's - Policy, Processes, People, Premises,
Product/Services, as well as performance measurement. The implementation of a customer
service standard should lead to higher levels of customer satisfaction, which in turn
influences customer retention and customer loyalty.
incentives to entire consumers as well as retailers, neck less bidding for the retailer shelf
space and eye-catching Packaging. Retailers are pampered as never before. Companies
spend a substantial percentage of their turnover to claim a place in the consumers mind.
Several companies are extending their network to the higher to unexplored rural markets
Nowadays it is the consumers market and all the sales, manufacturing activities are
product(s). Due .to fast growing day to day technology and introduction of new product
brands that will directly effect on consumers, preference will be altered, they will go in for
Significant changes are expected in the both demand and supply sides. Demand is
undoubtedly growing. Over the last few years the procurement price of liquid milk have
risen sharply. Giving raise to hike in price of liquid milk and milk, products in the market.
There is every reason to believe that milk and especially milk products have prices
themselves out of the reach of many a consumers in the middle income segment.
Vijaya dairy products are one of the consumers perishable product. There are
certain factors which have direct relationship with the product manufactures and
JERSY, DODLA, TIRUMALA etc., They arc distributing their milk through agents.
Thus there is need to study how far the consumer is satisfied by VIJAYA milk in the
market and company in the process of collecting milk from all areas and marketing.
The performance of Vijaya milk and milk products have been found theoretically from
the past records, i.e. the secondary data, while for consumer. behavior primary sources
were used.
preference and their taste towards the Vijaya Products is worthwhile. Therefore,
1. To know the consumer behaviour towards Vijaya milk and rnilk products.
2. To know whether the Vijaya Dairy Parlours and retailers are covering the area of
of competitors.
RESEARCH METHODOLOGY :
TYPES OF SAMPLE
The type of sample selected for the study was confined to household consumers
SAMPLE SIZE
The size of the sample chosen for. the study is 111 consumers which includes all
groups of consumers, i.e. Higher income groups, Middle income groups and Lower income
groups.
SAMPLE METHOD
The method of the selection of the sample followed "was stratified random
sampling. The sources of information fall under two categories these are internal
INTERNAL SOURCES
accounting records, sales records, total annual sales reports, regional sales reports were
EXTERNAL SOURCES
When the internal records are not sufficient and the required information is not
readily available in the organization will have to depend on external sources. External
sources of data for knowing consumers' behavior fall1 under two categories.
PRIMARY DATA
The data collected for the purpose or for a particular problem in original is
known as primary Data..It consists of all'the answers obtained in first-hand. There are
various sources and methods are there to collect the primary data.
SECONDARY DATA:
The data collected from the public sources i.e./ not originally collected for the first
time is called secondary data. For this survey work I rely on, secondary data such as news
TYPES OF SAMPLING:
The procedure followed in the collection of the data is from primary sources, that is
personal interviews with the customers aided by questionnaire. This questionnaire pertains to
the aspects of dairy products and dairy parlours having around 13 questions. The questions
were of dichotomous types, rating scale types and a few of them are open-end type
questions. The response was overwhelming; analysis includes views, complaints and
LIMITATIONS OF STUDY
3) Personal bias may involves in the study because the study is made under
But this does not mean that the questionnaire method cannot be used
satisfactorily but it can be used, however to get some data relative to most problems.
Customer:
A customer is as individual who buys goods and services for personal and final
consumption.
Satisfaction:
Market:
A market consists of all the potential consumer sharing particular needs or wants,
which might be willing and able to engage in exchange to satisfy that needs and wants. In
Fact market must be through of not as a geographical meeting place but as an getting together
of buyers and sellers, in person, by mail, telephone of any other means of communication
Brand:
Consumer perception:
The process by which an individual select organizes and interprets stimuli into a
meaningful and coherent picture of the world. It can be described as “How we see the world
around us. Two individuals may be exposed to be same stimuli under the same apparent
conditions, but how each person based on each person own needs, value and expectation.
Marketing mix:
Quality:
The quality of product or service is a customer’s perception of the degree to which the
product or service meets his or expectation Quality Stands for,
Consumer awareness:
Is the knowledge of the consumer about the existence product in the market?
Brand Loyalty:
Brand loyalty is a toxin of much concern to all marketers. Every company seeks to
have a steady group of unwavering customer for its product or service. Because research
suggests that an increase in market share is relates to improve brand loyalty, marketers are
understandably concern with this element.
MARKETING:
Marketing is a societal process by which individuals and groups obtain what they
need and want through creating, offering and freely exchanging products and services of
value with others.
MARKETING MANAGEMENT:
MARKETING MIX:
Marketing mix is the set of controllable tactical marketing tools that the firm
blends to produce the response it wants in the target market. Four factor classifications of
these tools are called the four P's: product, price, place and promotion.
PRODUCT:
Product is the firm's tangible offer to the market, which includes the product quality,
design, features, branding and packaging.
Price is the amount of money the customers have to pay to obtain the product.
Price makes the product of the company available to target customers.
PROMOTION:
Promotion includes all the activities of the company undertake to communicate and
promote its product to the target market. It consists of advertising, sales promotion, public
relation etc.
BRAND:
Brand is the name, term, sign, symbol of design or a combination of their intended to
identify the goods and services of one seller or group of seller and to differentiate them from
those of competitors.
BRAND IMAGE:
It is nothing but the set of benefits consumers hold about a particular brand.
ADVERTISING:
Any paid form of non-personal presentation and promotion of ideas, goods or services by an
identified sponsor.
MARKET DEMAND:
Market demand for a product is the total volume that would be bought by a defined
customer group in a defined geographical area in a defined time period in a defined
marketing environment under a defined marketing program.
MARKET POTENTIAL:
The market forecast shows expected market demand, not maximum market demand.
For the latter, we have to visualize the level of market demand resulting from a very high
level of industry marketing expenditure, where further increases in marketing effort would
have little effect in stimulating further demand. Market potential is the limit approached by
market demand as industry marketing expenditures approach infinity for a given marketing
environment.
COMPANY DEMAND:
It is the expected level of company sales based on a chosen marketing plan and an
assumed marketing environment.
Today, India is 'The Oyster' of the global dairy industry. It offers opportunities galore
to entrepreneurs worldwide, who wish to capitalize on one of the world's largest and
fastest growing markets for milk and milk products. A bagful of 'pearls' awaits the
international dairy processor in India. The Indian dairy industry is rapidly growing,
trying to keep pace with the galloping progress around the world. As he expands his
overseas operations to India many profitable options await him. He may transfer
technology, sign joint ventures or use India as a sourcing center for regional exports.
The liberalization of the Indian economy beckons to MNC's and foreign investors
alike.
India’s dairy sector is expected to triple its production in the next 10 years in view of
expanding potential for export to Europe and the West. Moreover with WTO
regulations expected to come into force in coming years all the developed countries
which are among big exporters today would have to withdraw the support and
subsidy to their domestic milk products sector. Also India today is the lowest cost
producer of per litre of milk in the world, at 27 cents, compared with the U.S' 63
cents, and Japan’s $2.8 dollars. Also to take advantage of this lowest cost of milk
production and increasing production in the country multinational companies are
planning to expand their activities here. Some of these milk producers have already
obtained quality standard certificates from the authorities. This will help them in
marketing their products in foreign countries in processed form.
The urban market for milk products is expected to grow at an accelerated pace of
around 33% per annum to around Rs.43,500 crores by year 2005. This growth is
going to come from the greater emphasis on the processed foods sector and also by
increase in the conversion of milk into milk products. By 2005, the value of Indian
dairy produce is expected to be Rs 10,00,000 million. Presently the market is valued
at around Rs7,00,000mn
Today, India is 'The Oyster' of the global dairy industry. It offers opportunities galore
to entrepreneurs worldwide, who wish to capitalize on one of the world's largest and
fastest growing markets for milk and milk products. A bagful of 'pearls' awaits the
international dairy processor in India. The Indian dairy industry is rapidly growing,
trying to keep pace with the galloping progress around the world. As he expands his
overseas operations to India many profitable options await him. He may transfer
technology, sign joint ventures or use India as a sourcing center for regional exports.
The liberalization of the Indian economy beckons to MNC's and foreign investors
alike.
India’s dairy sector is expected to triple its production in the next 10 years in view of
expanding potential for export to Europe and the West. Moreover with WTO
regulations expected to come into force in coming years all the developed countries
which are among big exporters today would have to withdraw the support and
subsidy to their domestic milk products sector. Also India today is the lowest cost
producer of per litre of milk in the world, at 27 cents, compared with the U.S' 63
cents, and Japan’s $2.8 dollars. Also to take advantage of this lowest cost of milk
production and increasing production in the country multinational companies are
planning to expand their activities here. Some of these milk producers have already
obtained quality standard certificates from the authorities. This will help them in
marketing their products in foreign countries in processed form.
The urban market for milk products is expected to grow at an accelerated pace of
around 33% per annum to around Rs.43,500 crores by year 2005. This growth is
going to come from the greater emphasis on the processed foods sector and also by
increase in the conversion of milk into milk products. By 2005, the value of Indian
dairy produce is expected to be Rs 10,00,000 million. Presently the market is valued
at around Rs7,00,000mn
COMPANY PROFILE
Tremendous efforts were made for creating the infrastructure for dairy development
during different phases of the Organization. Beginning as a pilot Milk Supply Scheme(1960);
then as an integrated Milk Project with UNICEF assistance leading on to a Diary
Development Department( 1971) which in turn become a Diary Corporation( 1974) and
finally a Co-operative Federation( 1981).
As the years passed, APDDCF built up the infrastructure needed to meet every
requirement of dairying, be it procurement of milk from over 800,000 diary farmers spread
across Andhra Pradesh. Or be it chilling and processing 1.6 million liters of milk everyday, or
getting it ready for nationwide distribution. It all happened within the vast Dairy plant
network of APDDCF. Through extensive use of high technology and management acumen
honed to steer such a widespread operation, and brought prosperity to the State many times.
The Federation has drawn up more comprehensive systems for procurement and
processing of milk. A dedicated research cell is actively pursuing ways and means of
bettering quality. Collaborations with global experts are also being sought, all in an attempt to
remain at the forefront of modern dairying in India where QUALITY will be the watchword.
A small milk processing plant of the experimental dairy now attached to Andhra
Pradesh Agricultural University at Rajendranagar was utilized for this purpose in 1960-1961.
Then came a proposal from the government for establishing a dairy at Hyderabad with the aid
of UNICEF as a result of an agreement between Government of India, State Government and
UNICEF.
In April 1974 at the instance of National Dairy Development Board (NDDB) the State
Government agreed to convert Dairy Development department (DDD) into a corporation and
thus from 1974 the Dairy Development Department started functioning as Andhra Pradesh
Dairy Development Corporation and finally APDDCF in 1981.
A.P.D.D.C.F. STRUCTURE
OBJECTIVES
• To provide assured year-round market for the surplus’ milk produced in the rural
areas.
Supply wholesome milk and milk products to the urban consumers; and
• To stimulate milk production and develop the required infrastructure.
OPERATION FLOOD-I
The Guntur Milk Producers co-operative union was organized and the Sangam Dairy
was established.
OPERATION FLOOD-II
The operation flood has covered 16 districts in the State. The following schemes have
been implemented under the programme:
Ramabadrapurarn.
1 District Unions 9
2 No. of Milk Sheds 5
3 Milk Products Factories 7
4 No. of District Dairies 9
5 Capacity of District Dairy 3.24 Lakh Ltrs.
6 Capacity of State Wide Dairies 28.00 Lakh Ltrs.
7 No. of Milk Chilling Centers 67
PRODUCT PROFILE
Today A.P.D.D.C.F. offers the widest spectrum of milk products in India, under the
brand name VIJAYA. These includes VIJAYA LIQUID MILK (Toned milk, Double toned
milk, Standardized milk), UHT Milk, Flavored Milk, Ghee, Butter, Doodhpeda etc. Several
among these carry the Agmark, an attestation of quality by Government of India and ISI mark
of Bureau of Indian standards. The VIJAYA brand connotes purity and quality which makes
it a trusted name in millions of household across the country.
Today there are above 7000 co-operatives with 400 All-woman cooperative and a
membership of over 8 lakh people across the state, producing over 15 lakh liters of milk
everyday and processed to produce quality products.
MILK:
Highly nutritious
Pasteurized, Standardized, Toned, Double Toned milk.
Free from additives, preservatives.
Packed in poly sachets using sophisticated system of fill and seal machines
In case of delayed usage boil, cool and refrigerator.
Today APDDCF offers the widest spectrum of milk products in India, under the brand
name VIJAYA, These include Ghee, Butter, processed Cheddar Cheese and Cheese Spread,
UHT Milk, Flavoured Milk (Merri Milk), Slim Milk in Tetrapacks, Sterilized Cream, Skim
Milk Powder, Dairy Whitener, Cooking Butter and Ice Cream. Several among these carry the
Agmark, an attestation of quality by Government of India and the ISI mark of Bureau of
Indian Standards. The brand VIJAYA connotes quality and quality, which makes it a trusted
name in millions of households across the country.
With this, ‘Vijaya’ will have the widest range of long-life milk with varying fat
contents. Already ‘Vijaya’ UHT milk is available with 4.5% fat in Tetra Brick and 3% and
5% Fat in Tetra Fino (pouch) packing. With the introduction of ‘.Vijaya’ Low Fat Milk,
health conscious families can also now take the advantage of bacteria-free, healthy UHT
milk in tamperproof packing and is specially enriched with Vitamin ‘A’ (2000 International
Units per liter).
SUPRABHATAM
Contains 3.0% Fat and 8.5% SNF
Shelf-life 45 days
100% Bacteria free and contained no preservatives and additives
Needs no refrigeration till opened.
Needs no boiling after opening
U.H.T. processed Toned Milk in international Tetra Fino packaging
LIQUID MILK:
The APDDCF is selling about 3.5 lakh liters of milk in the Twin Cities from Milk
Products Factory, Hyderabad and Mother Dairy, Hayatnagar.
There are 1700 Commission Agents spread over 70 Sq.KMs in and around
Hyderabad. .
The Market Share of APDDCF is about 30% total potential market established in
cities.
APDDCF has Market Share of 55% of the Branded Milk in Twin Cities.
Products on the Brand name of VIJAYA in Twin Cities. The Products are as listed:
• Doodhpeda • Paneer.
MILK PRODUCTS
CURD
Homogenized.
Frozen Products
TABLE BUTTER
Has 80% Milk Fat with salt and colour
Pleasant flavor
GHEE
Pleasant flavor
DESSERT MAGIC
emulsifiers
Can be used as a rich milkshake and when frozen makes creamy kulfis
and ice-creams
STERILIZED CREAM
LASSI:
Sweetened
Hygienically packed
Needs no refrigeration
Dairy at Kurnool in the year 1974 with the capacity of 12,500 Liters per day and chilling
centre started at Nandyal during the year 1977 with the capacity of 30,000 Liters per day. The
milk products factory Nandyal Commenced in the year 1983 with the capacity of 1,50,000
Liters per day. The milk product factory was established with the. assistance of Rs. 10
K.D.M.P.M.A.C.U.Ltd., formed during the year 1990 as per the 3 tier Co-Operative
structure and transformed into K.D.M.P.M.A.C.U.Ltd., during the year 2002 with an
(and) 2 major chilling centres (Mydukur, Chagalamarri) and 10 Bulk Cooling centres (Dhone,
Dornipadu, Sankalapuram). At present Milk procurement is 1,00,000 Liters per day. The
dairy has a manpower of 312. The Organisation is procuring Quality milk and manufacturing
quality products.(Everyday 10,000 Liters of mi1k is being sent to Distant places daily
because of its quality. The Ghee manufactured is having market in the States of Maharastra,
The union provides the veterinary services to the milk producers by the union vety:
Surgeons by daily visits to the village milk producer’s cooperative societies to up keep the
Milk animal loaning programme are taken up with various banks to repay for loan
The Veterinary First Aid and Artificial Insemination centers of the union integrated as
Gopalamitra”. Personnel working in these centres are thoroughly trained and well
experienced in attending for first aid cases and for conduction vaccination. They are acting as
“INFORMER” from dairy co-operative society to union vety. Doctor. The union is providing
vety. Medicines, tinctures and powders.
FERTILITY CAMPAIGNS
The dairy has extended its co-operation with vety. Medicines to each fertility camps
conducted at dairy coop. Societies. The dairy administered medication for around 50,000
animals every year through its fertility campaigns. These route doctors are also looking after
the fertility cases in diagnosing, treating and follow up measures.
VACCINATION PROGRAMME
The number of vaccinations improves the life protection and health improvement
augmentation of milk. The union is bearing 50% cost of the Vaccine and 50% will be bear by
the milk producers. The vaccination is provided - F &M to nearly 35000 animals, H.S to
nearly 50000 animals and Anti Rabies to nearly 50 animals.
These drugs are supplied to societies on free of cost to save the lives of calves. Calf is
a future milk animal. 36,000 doses of deworming drugs supplied for the year 2008-09. The
drug is useful to kill parasites in the stomach and keep the calf or animal in active condition.
The calf will be saved from life threat and that animal yields more milk.
FEED:
Concentrated feed is given to improve the health condition of milk animals to exert
more milk. There is a demand of 40Mts of cattle feed per month in this union. Supplies are
brought from feed mixing plant, Nandyal. MARKFED Unit. Feed is supplied about 460 M.T
and Mineral Mixture about 50 M.T.
The farm produce like milk had got a bad attribute that valuation would not be
properly done. To eliminate this kind of thinking, sophisticated electronic instruments are
distributed among dairy co-operative societies.
This is really a hill task to occupy the memories of both producer and consumer. For
producer, this union has got one 16mm projector and one TV. with V,C.P. In the villages
during evening hours, films pertaining to cattle health, milk production, benefits on Dairy
coop. Societies, etc will be exhibited.
ADVERTISEMENTS
On milk sachets also advertisement was made regarding Dairy products. The other
communication media like newspapers, periodical pamphlets, booklets etc, are also.
published to enlighten the learned people. And the hoardings also made by the dairy to
improve their sales. The expenses of advertisement are purely dairy expenditure.
Distribution Channel:
The company appointed sales in-charge for the distribution of the milk and
milk products. Sales in-charge will distribute the products to the retail agents.
Commission to Retailers:
The company will give Re.l for lLtr. of milk and 5% commission on milk products.
District Dairies 1
Powder plants 1
Milk is the healthy food. It is even prescribed by Doctor. Milk is required by everyone
without any age and sex differences. Milk contains Fat, Proteins, Lactose, Minerals, Vitamins
and Water. The milk is collected from various villages and payment is made on the basis of
Fat contents.
Generally the milk is collected from cows and buffaloes. The cow milk is little bit
yellowish to buffalo milk is sweet. In buffalo milk, the fat percentage is more than that of
cow. The following table reveals the percentage of milk contents.
Lactometer reading + 1
____________________
100
As stated earlier, there are 4 different types of liquid milk produced by Nandyal,
Dairy and the contents are as follows
WHOLE MILK
In this milk, the fat content is 6% and SNF (Solid not Fat) is 9%. This milk is
produced in Red Label packet. This whole milk is also known as. ‘VIJAYA GOLD’
TONED MILK
In this milk, the Fat content is 3% and SNF is 8.5% it is packed in green labeled `
packet. This milk is also available in 500 ml and 200 ml packets.
DOUBLE TONED MILK
In this milk, the fat content is 1.5% and SNF is 9% is packed in brown labeled packet.
It is available in 500 ml packets.
SKIMMED MILK
PRABHATHINSTITUTE OF COMPUTER SCIENCE Page 34
A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY
BY-PRODUCTS OF MILK
Doodhpeda
Sterilised Flavoured milk (Bottled drinking milk)
Butter milk
Ghee
Butter
Panner
MILK:
MILK PRODUCTS:
ORGANISATION STRUCTURE
PRABHATHINSTITUTE OF COMPUTER SCIENCE Page 38
A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY
CHAIRMAN
Managing Director
Plant Operator
Massive Dairy Projects with extensive infrastructure was created for procurement,
processing and marketing the extended the economic benefits to dairying to more and more
people in nook and corner of the state,
At every stage from collection Center till it is distributed, milk is subjected to various
organoleptic tests, acidity, fat, SNF, standard plate count etc. During the entire process of
standardization of milk, samples are constantly analyzed to maintain the standards laid down
under the P.F.A. Act. It is not milk alone that receives such thorough care and attention, Each
item of milk handling equipment is thoroughly cleaned and sterilized. Milk is constantly
chilled and kept fresh till it reached the consumer
The surplus milk of procurement after sales will be sent to Hyderabad and
Vishakapatnam etc other metros.
Procurement Sales
Year
(in Lakhs) (in Lakhs)
2002-03 205.64 76.37
400 355.53
345.53
350
291.95 298.02
300
249.08 241.23 241.96
s
250 231.41
205.64 212.82
Sale 193.06
200
and
137.93
t 150 117.35
87.88 94.41
100
men 76.37
ure
50
Proc
0
2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10
Years
Series1 Series2
90
80
70 Satisfied
60
50 dissatisfied
40
30 Verymuchsatis
20 fied
10 Verymuch
0 dissatisfied
No.of
respondance
Interference: 79.27% of the respondents reacted positively towards the quality of vijaya
milk products.20.71% of the respondents reacted negtively towards the quality of vijaya milk
products. So, it is clearly indicating that organization has taken effective measures to enhance
the quality of their quality
120
100
80
60
Yes
40 No
20
0
No.of
respondance
Interpretation: 100 % of the respondents, with whom I have interacted responded that they
are the customers of vijaya milk products. It is clearly indicating that vijaya milk products has
gain sufficient market in the segmented area.
60
50
40
High
30
Low
20 Moderate
Too high
10
0
No.of
Respondence
Interpretation:
47.74% of the respondents said that the prices of vijaya milk products are highand
45.94% of the respondents said that the prices are reasonable and some of the members
reacted neutrally.
100
90
80
70
60 Ghee
50
Doodhpeda
40
butter milk
30
Milk powder
20
10
0
No.of
respondence
Interpretation:
When I ask this question, then 76.57% of the respondents aware of the Ghee, 61.26% are
aware of milk powder, 81.08% of the people aware of doodh peda & 82.88% of the people
aware of the butter milk.
Opinion Response
Yes 90%
No 10%
90
80
70
60
50
Yes
40 NO
30
20
10
0
Opinion
Interpretation:
When I ask this question 90% of the respondents said yes and 10% of the respondents said no
when I ask about ammout of the product they are getting from the parlor.
Opinion Response
Yes 82%
No 18%
100
90
80
70
60
Yes
50
No
40
30
20
10
0
response
Interpretation:
When I ask this question 82% of the respondents said yes and 18% of the respondents said
no.it is clearly indicating that majority of the respondents are getting the products from only
one parlor
70
60
50
40 Brand image
Quality
30 price
20 Others
10
0
Respondence
Interpretation:
40.54 % of the respondents are said that they are preferring vijaya milk products because of
its brand image.58.55 % of the respondents said that they are preffing because of good
quality.Here the price is not at all playing a role in deciding the procut.
Opinion Response
Excellent 31%
Verygood 67%
Average 2%
Bad /poor 0%
100
90
80
70
60 Excellent
50 Very good
40 Average
30 Bad /poor
20
10
0
Opinion
Interpretation:
31% of the respondents reported the maintenance of the parlor are the excellent and 67%
of the respondents said very good and 2% of the respondents said average and 0%of the
respondents said bad /poor.
9. Do you experience an any old stock with respect to any milk products?
Opinion Response
Yes 15%
No 85%
90
80
70
60
50
Yes
40
No
30
20
10
0
Opinion
Interpretation:
when I ask about the bad experience with availability of old stock, 15% of the respondents
said yes and 85% of the respondents said no. So, it is clearly indicating that they are no such
Grievances with organisaition.
Opinion Percentage
Good 57%
Bad 1%
Very good 42%
Very bad 00
60
50
40
Good
30 Bad
Very Good
20
Very Bad
10
0
Opinion
Interpretation:
42% of the respondents expressed their opinion on Vijaya Milk Products as Very good. 56%
of the respondents said Good ,and1% of the respondents said Bad .
11. Do you feel the cost of the Milk and Milk products are reasonable ?
Opinion Response
Yes 51%
No 49%
100
90
80
70
60
50 Yes
40 No
30
20
10
0
Opinion Response
Interpretation:
51% of the respondents said the price is reasonable 49% of the people said price. is not
reasonable Again I asked if No. Why? Then the respondents said high price of the milk
products.
Opinion Response
Yes 51%
No 49%
100
90
80
70
60
50 Yes
40 No
30
20
10
0
Opinion
Interpretation:
51% of the respondents expressed that they need home delivery and 49% of the
respondents said No.
No of
Percentage
response
Friends 34 31%
Relatives 14 13%
Neighbors 52 47%
Others 11 10%
60
50
40
Friends
30
Relatives
20 Neighbors
10 Others
0
No.of
respondence
Interpretation:
31% of the respondents said that they are influenced by the friends.13 respondens influ
reacted positively towards the quality of vijaya milk products.20.71% of the respondents
reacted negtively towards the quality of vijaya milk products. So, it is clearly indicating that
organization has taken effective measures to enhance the quality of their quality
No of Response Percentage
Excellent 13 12%
Very good 47 42%
Good 48 43%
Bad 1 1%
Can’t say 2 2%
50
45
40
35
30 Excellent
25 Verygood
20 Good
15 Bad
10 Con't say
5
0
Noof
Response
Interpretation:
When I ask this question, then 12% of respondents said Excellent,42% of the people said
Verygood,43% of the people said Good, 1%of people expressed Bad and 2% of the
respondents said Can’t say.
Opinion Response
Price 00
Quality 63%
Both 35%
Availibity 2%
70
60
50
40 Price
Quality
30 Both
20 Availability
10
0
Response
Interpretation:
63% of the consumers reported they are Quality conscious, 35% of the consumers look
for both quality and price and 2% of the consumers look for availability of products .
16. From how many years are you using this products ?
Opinion Response
1Year 5%
2Years 6%
3Years 17%
Above 3Years 72%
80
70
60
50 1Year
40 2Years
30 3Years
Above 3 Years
20
10
0
Response
Interpretation:
5% of the people said using 1Year, 6% of the people said using 2Years 17% of the
consumers expressed using 3Years and 72% of the consumers expressed their opinion
using above 3Years .
Opinion Response
High class 00
Middle class 90
Low class 10
90
80
70
60
50
High class
40 Middle class
30 Low class
20
10
0
Response
Interpretation:
Among total respondents 90 percentage of the employees are from middle class and 10
percent are from low class.
FINDINGS
1) There is a significance difference in the age of the customer with respect to the
Awareness of the vijaya milk products.
2)The price of the vijaya milk product and regular usage of the vijaya milk products are
dependent in nature.
3) Most of the customers are purchasing the product for house hold purpose.
6) Most of the customers came to know about the product through NEWS PAPER.
8) Most of the customers are purchasing the product because of good quality of the
product.
SUGGESTIONS
After conducting the survey of 111 respondents. The following suggestions & conclusions
emerge from the study,
1. The Marketing department should concentrate more on the areas where the sales
are low to increase the sales.
2. The Marketing department should be able to get current market trends and demand
fluctuations at a particular area so that they can supply the stock to meet the
demand.
3. The Marketing department should install more number of dairy parlours where
market potential is more and to make convenience to consumers.
4. The milk producers factory should produce and maintain good quality products that
the reasonably prices.
5. The marketing Department should introduce the door delivery system to increase or
to enhance the maximum sales performance.
7. Sign boards, banners are install at public places, for the sake of awareness
creating among the people.
8. People are requesting to introduce the 250 ml packets of milk, it will increase
the sales of the milk, because low income group consumers also dare to
purchase.
The sales of the Nandi milk was increased compared to last year because of only
low price and effective advertisement. Even though we (Vijaya) are not loosing our
loyal buyers because -of our quality, but we are not increasing our sales or new buyers
up to the mark, though we are maintaining quality and moderate price. Try to attract
new consumers.
9. Most of the people are not aware of the Flavoured Milk and less aware of the
Milk Powder and butter milk. Try to make them(peopie) aware by utilizing
different media effectively.
10. By distributing in cool drink shops certainly we can increase the sales of our
flavoured milk sales. Simultaneously promotional activities like advertisement
should maintain effectively.
11. Some of the people had opinion that the dairy people diluting the pure & thick milk
in processing. Make them aware by media so that they can change their opinion and
purchase the Vijaya milk.
12. The Marketing department should sponsor some social - welfare activities. So that
the organization fulfilled its social responsibility to society as well as the Vijaya
brand get awareness among the people.
CONCLUSION
. The traditional quality assurance systems are becoming absolute and are getting
Good Manufacturing Practices etc. in the dairy industry will enquire a strong commitment
from the management, the quality mark certification organization and finally the regulatory
Mostly customers are attracted to vijaya Milk because of their Quality.They are trying
QUESTIONNAIRE
Name:
Age:
Occupation:
6. Are you able to get all milk products from single parlor?
a)Yes [ ] b)No [ ] c)Both[ ] d)none [ ]
11. Do you feel the cost of the milk &milk products are reasonable?
a)Yes [ ] b)No [ ] c)Both[ ] d)none [ ]
16. From how many years are you using these products?
a)1 Year [ ] b)2 Years [ ] c)3 Years [ ] d)Above 3 years [ ]
BIBLIOGRAPHY
1.MARKETING MANAGEMENT
-PHILIP KOTLER
3.RESEARCH METHODOLOGY
-C.K. KOTHARI
4.CONSUMER BEHAVIOUR
-SCHIFFMAN
1. www.afdairy.com
2. www.nddb.com
MAGAZINES :
- THE SURVEY OF INDIA INDUSTRY 2000 INDIA TODAY