Professional Documents
Culture Documents
A Project report submitted in partial fulfillment of the requirement for the degree of
Submitted to:
This is to certify that Mr. Amritdeep Singh of our Institute has carried out a study on
“CONSUMER BUYING PATTERN TOWARDS VERKA BEVERAGES”, under
my guidance.
Date:
Place: Ludhiana.
PREFACE
The assignment one gets in the form of projects, seminars, term papers
gives a considerable exposure to students & provides them with an opportunity to see the
practical aspect of workings or corporate world. This assignment of ours is yet another
opportunity for us to see the application part of what we study or learn.
I Parvinder Singh, hereby declare that I was assigned the project “Consumer Buying
Pattern towards Verka Beverages” for the training of my MBA. I thankful to the
management of Verka Milk Plant, Ludhiana giving me this golden opportunity.
I give my assurance that all the information compiled in this report has
been collected by me and is true to the best of my knowledge. It shall be used solely for
academic purpose only. I have put all my best efforts to make this project a success.
Place: _______________
Date : Amritdeep Singh
Reason for Selecting Verka
The Ludhiana district co-operative milk union is Verka milk plant; it is prestigious milk
plant of Punjab. It is famous all over the country and abroad for supplies of milk and
milk products.
Verka provides great efforts to give a trainee a practical knowledge about
different subjects. They emphasis is on practical training rather than theatrical concept. I
am lucky to get a chance to complete my training as a trainee here. I got a project to
study ratio and trend and trend analysis with co-operation. Their guidance and
cooperation to trainee is worth appreciation. Other side good plant location, layout
indoor and outdoor environment is available.
CONTENTS
Chapter 1: Introduction
Section-A
1.1 Meaning of milk products
1.2 Introduction of the study
1.3 Introduction to consumer behaviour
1.4 Theoretical foundation
1.5 Consumer definition and rights
Section-B
Review of Literature
Chapter 2: Company Profile
2.1 Introduction
2.2 Inception
2.3 The Punjab State Cooperative Milk producers Federation Limited
2.4 Marketing
2.5 Quality Assurance Programme
Chapter 3: Research Methodology
Chapter 4: Data Analysis & Interpretation
Chapter 5: Summary & Recommendations
Appendix
Bibliography
Verka
INTRODUCTION
Chapter-1
Section-A
Introduction to project
This project is about preference of the consumer towards FMCG(fast moving consumer
goods) products i.e. Milk products in domestic market (in special market (in special
context of nestle,verka&amul milk products)
The story of milk products began in the new world with the Mayans ,and also the word
milk products comes from the Mayan word xocoatl ,and the word coca from the aziec
cacahuati,who drank a dark brew called cacahuaquchtl.later ,the Aztec consumed
chacahoua and used the cocoa bean for currency. In I 523,they offered cocoa beans to
Cortez, who introduced milk products to the world ,where it swiftly because a favorite
food among the rich and noble of Europe.
From the beginning, turning raw, bitter cocoa beans into what one century writer called
“the only true food of the god” has been a fine art ,a delicate mixture of alchemy and
science .centuries ago it was discovered that fermenting and roasting the beans could
create an almost otherworldly flavor .in I 875,after years of trying ,a 31 -year-oldcandy
maker in vevey Daniel peter figured out how to combine milk and cocoa power.
1.3.1 Service:
Intangible products such as accounting, banking, cleaning, consultancy,
education, insurance, expertise, medical treatment, or transportation.
Sometimes services are difficult to identify because they are closely
associated with a good; such as the combination of a diagnosis with the administration of
a medicine. No transfer of possession or ownership takes place when services are sold,
and they (I) cannot be stored or transported, (2) are instantly perishable, and (3) come
into existence at the time they are bought and consumed.
1.3.2 Brand:
A brand is a “Name, term, design, symbol, or any other feature that
identifies one seller‟s good or service as distinct from those of other sellers.” Branding
began as a way to tell one person‟s cattle from another by means of a hot iron stamp. A
modern example of a brand is Coca Cola which belongs to the Coca-Cola Company.
1.3.3 Concepts:
Proper branding can result in higher sales of not only one product, but on
other products associated with that brand. For example, if a customer loves Pillsbury
biscuits and trust the brand. he or she is more likely to try other products offered by the
company such as chocolate chip cookies.
Brand is the personality that identifies a product, service or company
(name, term, sign, symbol, or design, or combination of them) and how it relates to key
constituencies: customers, staff, partners, investors etc.
Some people distinguish the psychological aspect, brand associations like
thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that
become linked to the brand, of a brand from the experiential aspect.
The experiential aspect consists of the sum of all points of contact with the
brand and is known as the brand experience. The brand experience is a brand‟s action
perceived by a person. The psychological aspect, sometimes referred to as the brand
image, is a symbolic construct created within the minds of people, consisting of all the
information and expectations associated with a product, service or the company(ies)
providing them.
People engaged in branding seek to develop or align the expectations
behind the brand experience, creating the impression that a brand associated with a
product or service has certain qualities or characteristics that make it special or unique. A
brand is therefore one of the most valuable elements in an advertising theme, as it
demonstrates what the brand owner is able to offer in the marketplace. The art of creating
and maintaining a brand is called brand management. Orientation of the whole
organization towards its brand is called brand orientation. The brand orientation is
developed in responsiveness to market intelligence.
Careful brand management seeks to make the product or services relevant
to the target audience. Brands should be seen as more than the difference between the
actual cost of a product and its selling price - they represent the sum of all valuable
qualities of a product to the consumer.
A brand which is widely known in the marketplace acquires brand
recognition. When brand recognition builds up to a point where a brand enjoys a critical
mass of positive sentiment in the marketplace, it is said to have achieved brand franchise.
Brand recognition is most successful when people can state a brand without being
explicitly exposed to the company‟s name, but rather through visual signifiers like logos,
slogans, and colors. For example, Disney has been successful at branding with their
particular script font (originally created for Walt Disney‟s „signature” logo), which it
used in the logo for go.com.
Consumers may look on branding as an aspect of products or services, as it
often serves to denote a certain attractive quality or characteristic (see also brand
promise). From the perspective of brand owners, branded products or services also
command higher prices. Where two products resemble each other, but one of the products
has no associated branding (such as a generic, store- branded product), people may often
select the more expensive branded product on the basis of the quality of the brand or the
reputation of the brand owner.
1.3.4 Local brand:
A brand that is sold and marketed (distributed and promoted) in a relatively
small and restricted geographical area. A local brand is a brand that can be found in only
one country or region. it may be called a regional brand if the area encompasses more
than one metropolitan market. It may also be a brand that is developed for a specific
national market, however an interesting thing about local brand is that the local branding
is more often done by consumers than by the producers. Examples of local brands in
Sweden are Stomatol, Skâneme etc.
1.3.5 Brand name:
The brand name is quite often used interchangeably with “brand”, although
it is more correctly used to specifically denote written or spoken linguistic elements of
any product. In this context a “brand name” constitutes a type of trademark, if the brand
name exclusively identifies the brand owner as the commercial source of products or
services. A brand owner may seek to protect proprietary rights in relation to a brand name
through trademark registration and such trademarks are called “Registered Trademarks”.
Advertising spokespersons have also become part of some brands, for example: Mr.
Whipple of Charmin toilet tissue and Tony the Tiger of Kellogg‟s Frosted Flakes. Local
branding is usually done by the consumers rather than the producers.
Brand awareness:
Brand awareness refers to customers‟ ability to recall and recognize the
brand under different conditions and link to the brand name, logo, jingles and so on to
certain associations in memory. It consists of both brand recognition and brand recall. It
helps the customers to understand to which product or service category the particular
brand belongs and what products and services are sold under the brand name. It also
ensures that customers know which of their needs are satisfied by the brand through its
products (Keller). Brand awareness is of critical importance since customers will not
consider your brand if they are not aware of it.
There are various levels of brand awareness that require different levels and
combinations of brand recognition and recall. Top-of-Mind is the goal of most
companies. Top-of-Mind Awareness occurs when your brand is what pops into a
consumers mind when asked to name brands in a product category. For example, when
someone is asked to name a type of facial tissue, the common answer is “Kleenex,”
which is a top-of-mind brand. Aided Awareness occurs when a consumer is shown or
reads a list of brands, and expresses familiarity with your brand only after they hear or
see it as a type of memory aide. Strategic Awareness occurs when your brand is not only
top-of-mind to consumers, but also has distinctive qualities that stick out to consumers as
making it better than the other brands in your market. The distinctions that set your
product apart from the competition is also known as the Unique Selling Point or USP.
Positioning:
Brand positioning refers to “target consumer‟s” reason to buy your brand in
preference to others. It is ensures that all brand activity has a common aim; is guided,
directed and delivered by the brand‟s benefits/reasons to buy; and it focusses at all points
of contact with the consumer.
Sales Promotion:
Sales promotion is any initiative undertaken by an organisation to promote an increase in
sales, usage or trial of a product or service (i.e. initiatives that are not covered by the
other elements of the marketing communications or promotions mix). Sales promotions
are varied. Often they are original and creative, and hence a comprehensive list of all
available techniques is virtually impossible (since original sales promotions are launched
daily!). Here are some examples of popular sales promotions activities:
(a) Buy-One-Get-One-Free (BOGOF) - which is an example of a self-liquidating
promotion. For example if a loaf of bread is priced at $1, and cost 10 cents to
manufacture, if you sell two for $1, you are still in profit - especially if there is a
corresponding increase in sales. This is known as a PREMIUM sales promotion
tactic.
(b) Customer Relationship Management (CRM) incentives such as bonus points or
money off coupons. There are many examples of CRM, from banks to
supermarkets.
(c) New media - Websites and mobile phones that support a sales promotion. For
example, in the United Kingdom, Nestle printed individual codes on KIT-KAT
packaging, whereby a consumer would enter the code into a dynamic website to
see if they had won a prize. Consumers could also text codes via their mobile
phones to the same effect.
1.5 Consumer:
An individual who buys products or services for personal use and not for manufacture or
resale. A consumer is someone who can make the decision whether or not to purchase an
item at the store, and someone who can be influenced by marketing and advertisements.
Any time someone goes to a store and purchases a toy, shirt, beverage, or anything else,
they are making that decision as a consumer.
CRCP shares the vision of Consumer International and endorses consumer guidelines and
responsibilities prescribed by it and by the UN General Assembly. CRCP perceives its
role not only as defending the rights of the consumer but more importantly towards
achieving a clear social understanding about what it means to be consumer. It strives for
the emergence of an organized consumer movement through building a broad base of
informed and responsible consumers. CRCP endeavors to support the consumers to come
out of the prevailing inertia and play a more active role in deciding their consumption
patterns to effect long-term socio economic change and achieve sustainable development.
A summary of Consumer International‟s (CI) philosophy of Consumer Rights and
Responsibilities
Consumer Rights:
Basic Needs
The right to basic goods and services, which guarantee survival. It includes adequate
food, clothing, shelter, health care, education and sanitation.
Safety
The right to be protected against products, production processes and services which are
hazardous to health and life. It includes concern for consumer‟s long-term as well as their
immediate requirements.
Information
The right to be given the facts needed to make an informed choice or decision. Consumer
must be provided with adequate information enabling them to act wisely and responsibly.
They must also be protected from misleading or inaccurate publicity material, whether
included in advertising, labeling, packaging or by other means.
Choice
The right to choose products and services at competitive prices and, in the case of
monopolies, to have an assurance of satisfactory quality and service at a fair price.
Representation
The right to advocate consumers‟ interests with a view to their receiving full and
sympathetic consideration in the formulation and execution of economic and other
policies. It includes the right of representation in governmental and other policy-making
bodies as well as in the development of products and services before they are produced or
set up.
Redress
The right to a fair settlement ofjust claims. It includes the right to receive compensation
for misrepresentation of shoddy goods or unsatisfactory services and the availability of
acceptable forms of legal aid or redress for small claims where necessary.
Consumer Education
The right to acquire the knowledge and skills to be an informed consumer throughout
life. The right to consumer education incorporates the right to the knowledge and skills
needed for taking action to influence factors, which affect consumer decisions.
Healthy Environment
The right to a physical environment that will enhance the quality of life includes
protection against environmental dangers over which the individual has no control It
acknowledge the need to protect and improve the environment for present and future
generations.
Consumer Responsibilities:
Critical Awareness
The responsibility to be more alert and questioning about the price and quality of goods
and services we consume.
Action
The responsibility to assert ourselves by acting to ensure that we get a fair deal As long
as we remain passive consumers we will continue to be exploited and manipulated.
Social Concern
The responsibility to consider the impacts of our consumption patterns and lifestyles on
other citizens especially the poor disadvantaged or powerless consumers whether they be
in the local national or international community.
Environmental Awareness
The responsibility to realize the environmental costs and consequences of our
consumption patterns and lifestyles. We should recognize our individual and collective
social responsibility to conserve natural resources and to preserve earth for present and
future generations.
Solidarity
The responsibility to come together and organize consumers in order to enhance the
strength and influence required to promote and protect our interests.
SECTION-B
REVIEW OF LITERATURE
When you need a Treat, Milk products gifts hit the spot posted :Aug 04,2010
Just about everybody loves Milk products .From the iconic hershey kiss to
the top of the line godiva brand, milk products comes in various forms and shapes. Milk
products truffles are a special treat that satisfies a refined taste.
M&Mappear in candy dishes all over the world, one of the best things
about milk products is that it makes a great gift.
Milk products gifts are available for all occasions. on valentine‟s day, it is
almost mandatory that you buy your sweatheart a heart-shaped box of the sweet treat.
The one or maybe two pound boxes con tam an assortment of milk products with nuts,
caramel, coconut, nougat, cremes and other filings. You can choose boxes with light,
dark or a combination of the two types of milk products.
Holidays are another time for boxed milk products. when you go over to
your aunt betty‟s house for thanks giving dinner, a nice box of milk products is
appropriate .while milk products gifts are not expensive (unless you are buying some
exotic, imported brand),they are always appreciated. when the box is opened ,you beteter
be quick, before all the “good ones” get snatched up.
During easter, chocolates take several different forms. Large, hollow milk
products bunnies with candy eyes line the shelves of drug stores. Walmart has a special
candy display. There are milk products easter eggs with marshmallow filling. Milk
products Peanut butter eggs and crunchy milk product eggs. Any respectable easter
basket should be filled withsome delicious milk products.
Birthday‟s, cheering up an ill patient, or rewarding your child‟s excellent
school performance are all very appropriate for milk products gifts.
The world of milkproducts
posted:jun 01,2010
Milk products are loved the world over. why do so many people love milk products?
Probably because of the almost unlimited variety of flavours had textures that milk
products has. Ever since milk products was first discovered over 3,000 year ago by the
Aztecs, people have enjoyed milk products. Of course, although people all time have
enjoyed milk products, it didn‟t start out as we know it today. it wasn‟t the sweet little
milk products or bars that we like to think of. Instead ,it started in south America only as
a bitter drink.
Soon through, coco made its deduct into the rest of the world and into the
hands of many eager bakers. milk products went from just a bitter drink, into all kinds of
flavours. coco was made into sweet drinks, cakes, desserts and bars. The flavors ranged
in everything form bitter dark to ultra sweet and decadent. one of thest indulgent is milk
products truffles. Theses little milk products are filled with ganache ,a mixture of both
semisweet milk products and cream.
In 1765 Milk product was first introduced to the united state by n irishman
named john hanan. both john and American candy maker James baker built the first
American milk products mill in 1780.Then they started production milk products for the
public. It wasn‟t long before their little milk products bussiness began to take
off.Americans were in love!
Now, well over 200 years later, the American public is still in love and
obsessed with milk products .7 billion dollers a year alone is spent on milk
products/much of that is spent on milk products. gifts, whether of course that gift is for
someone other than yourself is entirely up to you!
Let s hear it for the wedding milk products favours
posted:Mar3O,2009 .
Belgian milk products is one of the best milk products in the world. but
then again it doesn‟t have to be Belgium milk products to create a mouth watering effect
to those people who crave for sweets. wedding milk products are simply a quality choice
as a wedding favor.
But then, milk products are not just a token given to someone special on a
special event. Milk products wedding favors have become one of the greatest items a
couple could use in their wedding as a favour if it is going to be your own wedding,
perhaps you might as well consider this option.
It‟s just to show that a wedding favour is not anymore particular to a home
decor but it cannow also be a usable or an edible thing. Intimacy and passion comes to
mind when talking milk products.
Perhaps it is the reason why they have been used as one of the options in
the line up of wedding favour. And to make wedding milk products favour more suitable
for a wedding, different modles have been created to shape the milk products into designs
that would suit any type of wedding of course there are other taste available as well in
mint, dark, or white
Milk products, and these can be appropriately matched with a particular
shape of wedding milk products favours.
Wedding milk products favors can fit a royal wedding theme, an outdoor
wedding, or Disney-type topic wedding. A Milk products favors lollipop can take about
any shape or designs that could fit a wedding celebration. Those heart-shaped milk
products favours that have a design in the middle are the simplest design that you can
have.
You can also use an oval, round, or rectangular forms since they are wide
enough to make more patterns in the middle of the milk products. Some of the more
unique shaps in the wedding milk products design world would be wedding gown,
tuxedo, bride and groom image, flowers such as rose and calla lily, birds such as swan
and dove, castle, wedding bell, wedding cake, and even elegant fans.
Furthermore, these chocolaty design can also be modified a bit and use
them as a wedding milk products cake topper or centerpiece.you can add some more
accessories to your milk products favors.
A colorful mimi sticks and a ribbon can turn your favor iooly into a more
amazing wedding favor. But then, you can also give those milk products wedding favors
a personal touch if you want to individualized Milk products favors are also more inviting
because your guest will see that you have put some extra effort into creating them.
Looking for the best wedding favor can be a lot of fun that you and your
partner can be together. When you pick out to have milk products as your wedding favor,
rest assured that you and your spouse will share that sweet moment; designing your
wedding motif together.
To formulate the problem precisely and top in point the importance of
undertaking it, it is essential to carry out a brief review of the studies related directly or
indirectly to the present investigation. Some of the studies conducted earlier are given in
chronological order.
Johnston(1981)proposed that time may be the most important variable in
consumer behaviour. On one side, the time dimension of consumer behaviour is viewed
as just beginning to emerge as a major variable of study ,on the other side, however, time
has been implicitly and explicity incorporated into consumer behaviour theory and
marketing strategies for quite some time. Adoption of products by consumers was not
characterized by analystic consumption behaviour but by risk aversion and preference for
incremental changing in the consumption set.
Gofton and Nees (1991) studied that the twin trends of heath and
convenience have resulted in changing food consumption patterens. their research among
consumers confirmed that their is a wareness and concern about the relationship between
health and diet the better educated are more food -conscious. changing lifestyles and the
changing role of women are shown to affect food habits.
Bruhn (1992) reported concern about the impact of diet on health that has
led consumers to reduce the consumption of foods percieved as being high in fat. Taste,
safety, and nutrition were most important in food selection. Nutritive factors considered
most important were total fat content, cholesterol, fats both saturated and unsaturated
ones by the consumers.
Arthley (I 993) reported that the food manufacturers must ensure that the
food they produce should satisfy customers‟demands namely,i.e.the food should be safe
to eat ,healthy and nutritious and it should be of high quality and value or money and
increasingly,it must have
built- in convenience.
Zink(1997)studied that consumer demand for new food nad changes in
eating habits and food safety risks are affecting the food processing industry. The
population is becoming older on average; moreever, consumers ,want fresh and
minimally processed food without synthetic chemical preservatives.
Candel(2001) proposed that consumer research s consider convenience
orientation towards meal preparation to be a relevant construct for understanding
consumer behaviour towards foods. As examined in two different samples of meal
preparers. convenience orientation was found to be negatively related to cooking
enjoyment, involvement with food products and variety seeking and to be positively
related to role overload. his analysis also suggest that the lack of relation between the
meal preparer‟s working status and convenience food consumption as found in many
studies, is due to convenience food not restaurants appear to satisfy the consumers need
for convenience more adequately.
Costa et al (2001) introduced a new definition and classification system for
home meal replacements (HMR),based on convenience attributes as viewed by
consumers. The classifying criteria chosen were based on shelf-life and required
preparation. Results showed that the use of a narrow range of HMR is characteristic of
Dutch food consumption. The classification system is expected to provide valuable
support for consumer-oriented products and process development.
Creed (2001 )studied that consumer demand for convenience has led to the
prepared frozen meals according to age group, social class, gender and frequency of
eating out, and the potential for extending the use of prepared meals to those who could
benefits.lt concluded that the system can provide opportunities to satisfy many groups of
consumers with regard to nutritional, sensory, convenience and safety aspects.
Tauscher(2002) studied that consumer demands for high-quality foods with
“Fresh like” characteristics that require only a minimum amount of effort and time for
preparation has led to the introduction of convenience foods preserved by mild
treatments. Non-thermal methods allow the processing of foods below temperatures used
during thermal pasteurisation, so flavours, essential nutrients, and vitamins undergo
minimal or no changes. This process is used to create food and food ingredients with new
sensory and functional properties including also physiological functionality.
Friedeck et al(2003)revealed that the flavor and texture effects of soy
protein fortification of low-fat dairy-based ice cream were most important for the
acceptance of frozen ice-cream. Low fat ice cream mixes were formulated with 0, 2 and 4
percent soy protein isolates(SPI). Sensory attributes, volatile flavor comments,
instrumental color properties compared with the 0 percent SPI control. This information
aided in optimization of an acceptable soy-fortified dairy ice cream.
Tillotson(2003) studied the effects of high pressure processing(HPP) on
consumer acceptance for chilled ready meals manufactured using a low-value beef cut.
Data were collected on consumers‟ food consumption patterns, their attitudes towards
food by means of the reduced food-related lifestyle and socio-demograhics.
Ahlgen and hall(2004) studied that food choice is dependent upon beliefs
about both the products and those who consume these products. He studied the beliefs
about the protypical attributes of ready meal consumers to establish which beliefs exist
and whether they have any actual basis when compared with self-reported behaviors‟ of
ready meal consumers. In a survey, respondents described what they considered to be
common attributes of ready meal consumers. Most interesting was the fact that two
frequently mentioned attributes, being alone and no interest in cooking or food, were
confirmed by the frozen ready meal consuming respondents in the actual eating situation
but not by their life-style and beliefs in general. In the different eating situations there
were dissimilar reasons for consumption. Two ready meal eating situations were
investigated in greater detail in order to establish what triggered the ready meal
consumption in these situations. One of these meal situations proved to be convenience
driven and the other time driven.
Cardello and schutz(2004) conducted the analytic studies with civiles with
civillian and military consumers in order to assess the factors that contribute to the
concept of food freshness and the relative importance of freshness to order product
variables. Result showed the concept of freshness to be determined primarily by time
from harvest/production and food type. Foods that were described as “minimamally
processed e.g.”frozen and thawed “were rated as less fresh than other foods.
Hlgren et al (2004) reported that food choice is dependent upon beliefs
about the products and consumers. Beliefs about the prototypical attributes of ready meal
consumers have been investigated to establish the beliefs that exist and whether they have
any actual basis when compared with self-reported behaviour of ready meal consumers.
Khanona and Aung(2004) proposed that the diverse consumer attitudes
towards the safety of food. The diversity among consumers is based on a variety of
factors, including demograhics and socio-economies status. The relationship between
consumer attitudes, knowledge and behaviour regarding food safety is also examined in
this paper. It indicates that different attitudes do not necessarily lead to behaviour that
safety of the food consumed.
Ling et al 92004) studied the attitude about new food purchases between
innovators/early adopters and non-innovators and to determine the food purchase
characteristics of innovators/early adopters and non-innovators, food prices were
relatively important to both consumer groups. Marketing implications for food business
were discussed.
McCarthy et al (2004) focused on the Irish convenience food consumer and
investigates four convenience food categories; frozen ready meals, take -away meals, and
pub meals. Comparison of the regression result across the four convenience food
categories highlighted the importance of convenience food-related lifestyle issues in the
purchase of ready meals. General food- related lifestyle issues were more important in the
purchase of take-away meals. The consumption of restaurants and pub meals was least
effected by convenience related dimensions and more by the importance o f social events.
Ragaert et al (2004) studied the consumer perception nad choice of food
products. The likelihood of buying minimally processed vegetables tends to be higher
among better-educated consumers and among consumers with young children. The most
important motivation for purchasing minimally processed vegetables relates to
convenience and speed, especially for consumers who buy this product during weekends.
Although health and nutritional value scored relatively low in terms of importance during
the purchasing and consumption stages of minimally processed vegetables, consumers
with a high awareness of the relationship between food and health attach significantly
more importance to theses credence attributes.
Urala(2004) studied attitude behind consumers‟ willingness to use food
products and described food related seven factors describing consumers‟ attitude towards
foods. These factors were as follow :perceived reward from using foods, foods as part of
a healthy diet and the health effects of foods vs. their taste. These attitude subscales
differentiated between consumers in their reported willingness to use foods.
Burns(2005) studied that consumers are being assailed by new products and
services, many of which can alter time-honored consumption customs. Adoption of time -
saving processed food items by contemporary Chinese consumers was influenced by
increased income and demands on time.
Verbeke (2006) studied that the forecast of a bright future for frozen
foods,which constitute the fastest growing segment in the food market. One of the key
sucess factors pertains to consumer acceptance of the concept of these foods. The
likelihood of these food acceptance also increases with the presence of a high level of
claimed knowledge or awareness. This adverse impact of high awareness decreases with
increasing consumer age. Belief, knowledge and presence of an ill family member
outweight socio-demographics as potential determinants.
Carrigan et al (2007) studied the role of convenience food within the food
strategies of contemporary UK families, and aims to elicit consumption meanings in the
broader social context of family relationships with food & their rituals, routines and
conventions. The findings revealed that convenience was having multiple meanings for
UK women, and that convenience food was incorporated into reiterpreted versions of
homemade and “proper” meals. A hierarchy of acceptable convenience food was
presented by the mothers, who tackle complex and conflicting family routines by
introducing convenience solutions.
Cowan(2008) examined the consumption of frozen ready meals by British
consumers. Attitudes were the best predictor of behavioural intention and an additional
variable, habit was included in the study. This increased predictive power but reduced the
influence of attitudes. For food products, behavioral intentions were the best predictor of
behaviour for a model including behavioral intentions, perceived behavioral control and
habit, value for money was the most important of three beliefs investigated for each
products for those who intended to consume ready meals.
Botonak(20 10) proposed that the increasing importance of convenience in
consumer food choices has attracted researchers‟ interest. In the effort to understand how
convenience affects consumers‟ food preferences, values are believed to play an
important role. The result reveal that convenience food consumption and convenience
orientation in the food domain are mainly connected.
Sorenson et al (2011) studied the effects of high pressure processing (HPP)
on consumer acceptance for chilled ready meals manufactured using a low-value beef
cut. Data were also collected on consumers‟ food consumption patterns, their attitudes
towards food by means of the reduced food-related lifestyle (FRL) instrument, and socio-
demographics. The result indicated that a pressure treatment of 200MP was acceptable to
most consumers. K-means cluster analysis identified 4 consumer groups with similar
preferences, and the optimal pressure treatments acceptable to specific consumer groups
were identified for those firms that would wish to target attitudinally differentiated
consumer segments.
Although a lot of study has been done in the area of consumer behaviour
and adoption of innovative and healthy food products but much research has not been
carried out to study the consumer attitude and adoption process of frozen food. This
research is an attempt to fill the gap.
Chapter-2
COMPANY PROFILE
2.1 Introductions:
2.2 Inception:
Milk production is very important part of the agriculture economy in the
state of punjab. punjab is one of the smallest state in indian union with a total area of
50.362sq.kms,which is 1.5% of the indian landmass dairy farming is an age old
subsidiary proffesion in the rural areas of punjab.Punjab is the second largest milk
producing state in india, producing around 10% of the countries milk production i.e .8
million tones annually.
1. First milk plant,of the state was setup at VERKA near amritsar.
2. The brand name of milk and milk products adopted as VERKA.
3. The foundation stone of milk plant,ludhiana was laid by Hon.S.Parkash singh
Badal,the minister of punjab in june 22,1970.
2.2.1 Objectives:
a) To bring prosperity to Milk Producers in the State through assured market and
remunerative prices all round the year.
b) To provide fresh hygienic milk to urban consumers at reasonable rates.
c) To ensure viability and growth of Milk Unions by converting surplus milk into
products and ensure their marketing.
d) To modernize existing Plants and upgrade technology from time to time.
Research methodology:
Research methodology is the way to systematically solve the research
problem .when we talk about research methodology we not only talk about research
methods but also talk about the logic behind the method we use in the context of our
research that‟s why out research result are capable of being evaluated either by the
researcher himself or by others.
The purpose of this section is to describe the methodology carried out
complete the work. The methodology plays a dominant role in any research work .The
effectiveness of any research work upon the correctness and effectiveness of the research
methodology.
Research design:
A research design is an arrangement of conditions for collection & analysis
of data in a manner that aims to combine relevance to the research purpose with the
economy in procedure .it constitutes the blueprint for collection, measurement &analysis
of data. I have used convenient, analytical and descriptive methods.
Research instruments:
Questionnaire is most common research instrument in collecting primary
data during marketing research .A questions presented to respondents. Because of its
flexibility, the questionnaire is by far the most common instrument used to collect
primary data.
Sampling technique:
In order to take the sample for the study sample technique selected is
random sampling technique.
Sample size:
100 customer of Ludhiana district
Data collection:
Primary data:
It done from the randomly selected people from the customer.
Secondary data:
It done from various books, journals, newspapers and various internet websites.
Chapter-4
Data analysis and interpretation
2%
Yes
No
98%
Above table shows that more respondents often purchase milk beverages, very few of
respondents said they do not purchase milk beverages.
Q.4.2 Brands of beverages prefer mostly?
Brand of beverages preferred mostly
80
71.45
70
60
50
40
30
22.44
20
10 6.11
0
0
Mother dairy Amul Verka Others
Above table shows that more respondents prefer verka beverages, another prefer amul
and few prefer mother diary, because verka is mostly available in Punjab.
Q.4.3 Frequency of purchase verka beverages?
Frequency of purchases verka beverages
80 71.44
70
60
50
40
30
20 14.3
10.2
10 4.06
0
Daily Weekly Twice in a Fortnightly
week
Above table shows that mostly consumer use verka beverages daily and some use weekly
and others twice in a week or fortnightly.
Q.4.4 Consumer verka beverages?
2%
Yes
No
98%
Above table shows that mostly consumer purchase verka beverages, very few said they
do not purchase verka beverage.
Q.4.4.B Preferred pack size?
40
40
34
35
30 26
25
20
15
10
0
200ml 500ml 1 litre
Above table shows that more respondents prefer one litre pack size and other 500ml and
few prefer 200 ml.
Q.4.4.C Problem with verka beverages?
0%
1% 1%
0%
Quality problem
Supply problem
Price problem
Others
Satisfied
98%
Above table shows that very few said there is supply problem and other problems in
verka beverages.
Q.4.5 Satisfaction level with verka beverages?
59.18
60
50
40
30 26.53
20
12.24
10
2.05
0
0
Highly Satisfied Undecided Dissatisfied Highly
satisfied dissatisfied
Above table shows that some respondents are highly satisfied, many are satisfied, few are
dissatisfied and others are undecided.
Q.4.6 Customer retentive about verka beverages?
2%
Yes
No
98%
Above able indicates that more respondents are retentive about verka beverages because
of its brand image and good quality.
4.7 Customer get verka beverages from?
80 73.47
70
60
50
40
30 20.41
20
6.12
10
0
Retailers M.F. Store From other sources
Above table indicates that more retailers purchase verka beverages from retailers, another
from manufacturing stores and few from other sources.
4.8 Preferred season from verka beverages?
60 55.13
50
40.81
40
30
20
10
2.06 2.06
0
Summer Winter Springs All seasons
Above that indicates that mostly peoples prefer verka beverages in summer and all
seasons. Very few said that they prefer verka beverage in winter.
4.9 Satisfaction with availability of verka beverages at the outlets or retailers?
2%
Yes
No
98%
It is pertinent from above table that more people are satisfied with availability of verka
beverages, because verka beverages are almost easily available to customers.
4.10 Satisfaction with quality of beverages?
Yes
No
96
Above table shows that mostly people are satisfied with the quality of verka beverages,
very few they are not satisfied with the quality of verka beverages.
Most liked feature in verka beverages
Options No. of respondents Percentage
Nutrients 22 22.44
Taste and flavor 52 53.06
Packing 6 6.12
Cost 2 2.06
Brand image 16 16.32
Total 98 100%
60
53.06
50
40
30
22.44
20 16.32
10 6.12
2.06
0
Nutrients Taste and flavor Packing Cost Brand image
Above table shows mostly people liked taste and flavor, some liked nutrients, very few
like it for brand image, packing and cost of verka beverage.
Q.4.12 Preference 4 different attributes of verka beverages?
70
60
50
40 Excellent
Good
30
Average
20
10
0
Nutrients Taste Cost Packing Availability
Above table shows that respondents like Nutrients, taste and cost of verka beverages.
Availability and packaging is good, but not excellent.
Chapter-5
Findings of the study
1. 98%of respondents often purchase milk beverage and 2%do not purchase milk
beverage.
2. 71 .45%respondent prefer verka. 22.44%respondents prefer amul and rest 6. II
prefer mother dairy.
3. Out of 100, 71.44% respondents purchase verka beverage daily,14.3%respondents
purchase verka beverage weekly ,10.2% respondent verka beverage twice in a
week and 4.06%purchase verka beverage fortnightly.
4. Out of 100 respondents 97.96% consume verka beverage and 2.06%do not
purchase verka beverage.
5. Out of 100 respondents 26% respondents prefer 200 ml 34% prefer 500 ml and
40%prefer I liter.
6. Out of 100 respondents I.45%respondents said quality problem and 1.45% said
price problem and 97.1% satisfied.
7. Out of 100 respondents 26.53% are highly satisfied with verka beverages .59.18%
satisfied, 12.24% undecided and 2.05% are dissatisfied.
8. Out of 100 respondents, 97.96% respondents retentive about verka beverages and
2.06%respondents are not retentive about verka beverages.
9. Out of 100 respondents 73.47%respondents gets verka beverages from
retailers,20.41% respondents gets verka beverages other sources.
10. Out of 100 respondents 55.13%respondents prefer verka beverages in all seasons,
40.81 %in summer and 2.06%in winter and in springs.
11. Out of 100 respondents 97.96% respondents are satisfied with availability of verka
beverages at respondents and outlets and rest 2.06%are not satisfied.
12. Out of 100 respondents 97.96% are satisfied with quality of verka beverages and
rest 2.06%are not satisfied.
13. Out of 100 respondents 22.44% like verka beverages because of nutrients,
53.06%because of taste. 6.12%because of packing, 2.06%because of cost and
16.32% like because of brand image.
14. Out of 100 respondents 24.5% said nutrition is excellent, 67.4% said good and
8.1% said average.51% said taste is excellent, 34.7% said good and 14.3% said
Average.12.3% said cost is excellent, 61.3% is good and 26.4% is average. 2.1%
said packing is excellent, 56.8°/a said good and 41.1% is average.14.5% said
availability is excellent, 51% said good and 34.5 said average.
Suggestions
1. At some places it was found that demand is more but availability is not
satisfactory so quick and adequate supply must be insured.
2. There should be replacement of products if that product is damaged by company‟s
own fault. For instance passed expiry date or poor packaging.
3. Packing of verka beverages should be improved like cane can be used for packing
of cold coffee and milk which are earlier packed in bottle; it will attract the more
customers.
4. Time based feedback must be taken by the company from customers, so that
which problems are faced by the regarding verka beverages.
5. There should be home delivery of milk in some areas like P.A.U Ludhiana.
Limitation of the study
1. There is not a particular trend followed in this industry to promote sales. Actions
are taken according to the situation and the situation changes very fast in the
industry.
2. The number of shops is very large in the number and it is very difficult to cover all
of them.
3. No replacement of damaged and expired products.
4. No advertisement is there.
Conclusion
Beverages industry is very competitive industry and dominance of verka makes it tougher
for other brands to establish in the field. So in order to complete in this market everything
should be perfect with mm focus on distribution. The distribution must be proper and
retailer s must be the main centre of focus. They are the people who can make difference.
verka beverage mach with expectation of customers and they are fully satisfied with the
quality and availability of verka beverages .Customer purchase verka beverage because
of its good quality and price mostly peoples consume verka beverage daily. Customers
are retentive about verka beverages because of its good taste and nutrition. Customer
prefers verka beverages than another brand because its availability is good in Punjab. For
promotion of sales there should be more improvement in packing because it is good not
excellent and in scheme also. Advertisement is good so no need to more stress on it. Thus
we can say that verka provide healthy beverages to customers.
Appendix
Consumer survey form