A

Project Report on
“CUSTOMER AWARENESS ABOUT ADITYA
GHEE”
At
VIJAYKANTH DIARY & FOOD PRODUCTS
PVT.LTD, NEGINHAL
Submitted To:

K.L.E. Society’s

College of Business Administration

Lingaraj College (CBALC)

Belgaum.

Submitted By

DASHAMI.A.DODDAMANI
 K.L.E.
K.L.E. Society’s
College Of Business Administration
Lingaraj College (CBALC), Belgaum
AUTONOMOUS
Accredited at the ‘A’ Level by NAAC

CERTIFICATE

This is o certify that Miss.Dashami.A.Doddamani, has satisfactorily completed the

Research Project on “customers awareness on Aditya ghee” in Belgaum from, 22nd
June 2009 to 18th July 2009 as prescribed by the Institute, in partial fulfillment of the
course curriculum.

Prof. Soumya.Naik Prof. P.R. Kadakol

Internal Guide Principal CBALC, Belgaum
DECLARATION

Declaration

I hereby declare that this research project titled, “Customer Awareness about Aditya
Ghee” at Vijaykanth Diary & Food Products Pvt.Ltd, Neginhal is an independent study
carried out by me during in plant Training under the guidance of Prof. Soumya .Naik and
Shri. Ravi .Murtennavar
This project was fully prepared by my own effort and has not been published elsewhere
until now. I also declare that this project report has not been submitted to any other
university or for award of any degree or diploma.

Date: 18 July 2009

DASHAMI.A.DODDAMANI
Acknowledgement

A word of thanks at the end of a very knowledgeable project at Vijaykanth Diary & Food
Products Pvt.Ltd, Belgaum, I take this opportunity to thank Mr.shivakanth sidnal owner
of, Vijaykanth Diary & Food Products Pvt.Ltd for lending me an helping hand by placing
me in such a reputed organization.

I would never forget the assistance provided to me by External Guide Mr.Ravi branch
manager of Aditya milk in Belgaum, he were constantly keeping me updated on the past
and current happenings on the Aditya products.

I the student of CBALC would like to thank my principal Prof. P.R.Kadakol, our
Marketing Research professor & I Salutation to our Prof.Soumya.Naik; I take pleasure to
express my deep sense of gratitude to our Project Guide for her constant co-operation and
guidance.

I owe an enormous debt to my Teachers and Professors at K.L.E’S COLLEGE OF

BUSINESS ADMINISTRATION LINGARAJ COLLEGE; BELGAUM for it is because
of their constant support and motivation I was able complete to this project.

I heart fully thank my parents who were of great help in giving me moral support in
completing my project.

Lastly I am extremely grateful to those people who have helped me both directly and
indirectly in completing my project.
TABLE OF CONTENT

sl.no CONTENT Page. no

1 Executive Summary

2 Methodology & limitations

3 Findings

4 Analysis of the chart/graphs

5 Recommendations

7 Bibliography
8 Annexure
 EXECUTIVE SUMMARY

Background
Vijay Kant Dairy & Food Products Pvt Ltd Neginhal is a well known dairy company. It
has got its own distribution outlets in Karnataka, Maharashtra and Goa. The same are
owned by Mr. Shivakanth Sidnal. It was started in the year 2007 with its first product as
pasteurized milk. Later in the year 2008 it started manufacturing Aditya ghee,
mysorepak, & ice cream in Neginhal. The products are priced high but are of better
quality. It is available in respected shops in Belgaum, but it is available in specific
company owned outlets situated at Mahantesh Nagar, CollegeRoad, Ramdev, Tilkwadi&
RPDcross.

The project is undertaken to study the awareness about Aditya Ghee among the
customers in northern part of Belgaum.

Management problem:
To know the Customer Awareness of Aditya Ghee in northern part of Belgaum

Research Objective
Ø To find the awareness about the brand Aditya ghee.
Ø To find what customers think about the brand i.e. the perception.

Research design:

Descriptive research

Method of Administering Questionnaire:

The information will be collected through questionnaire
Nature of the Questionnaire;
The types of questions asked are dichotomous questions, multiple choice questions &
open ended questions.

Sampling plan

Population

House holds (women). The Population of Belgaum city that is mainly focused on the
household. (College Road, Tilakwadi, RPD Cross, Mahantesh Nagar, & Sadhashiv
Nagar)
RESEARCH PROBLEM

To know the Customer Awareness of Aditya Ghee in Northern part of Belgaum.

RESEARCH OBJECTIVE

Ø To find the awareness about the brand Aditya ghee.

Ø To find what customers think about the brand.

Ø To know how many people use other ghee brands.

RESEARCH METHODOLOGY &
LIMITATION
RESEARCH APPROACH:

Quantitative approach i.e. use of statistical tools for quantifying the data and analyzing
the data pattern.

RESEARCH DESIGN:
A descriptive research design has been followed for the study, as it describes the market
characteristics. Surveys had been done for this project

DATA COLLECTION
PRIMARY DATA:
There was no secondary data available in this context for Aditya ghee. I collected
primary data from people.

QUESTIONNAIRE DESIGN DEVELOPMENT

While developing the questionnaire, I focused mainly on questions that showed the
customers with respect to awareness, food, quality, quantity, price, environment, of
Aditya ghee in a particular house holds.

NATURE OF THE QUESTIONNAIRE;

The types of questions asked are dichotomous questions, multiple choice questions &
open ended questions.
Limitations of the Study

1. Due to the lack of time house holds might have just ticked the options.

2. Some customer may not have understood the question properly.

3. Some were not comfortable to express themselves in English.

4. Some might have filled the questionnaire in the same way as the others have
filled.

SAMPLE DESCRIPTION:
• Sample size: 100
• Sampling unit: Household
• Sampling Elements: Northern part of Belgaum
• Sampling type: Non Probability Sampling, the selection of samples will be on
convenient elements.
• Sampling method: Convenience sampling method, as the sample consisted of
house holds.
• Method: I analyzed the results by making doughnut charts for all questions.
FINDINGS
Through this research what was found out is that:

Ø Majority of customers are aware of the brand Aditya ghee.

Ø Majority of customers are satisfied about the quality of Aditya ghee.
Ø Majority of customers opinion that Aditya ghee is reasonable.
Ø Majority of customers are aware by TV.
Ø Majority of customers are happy with the convenience of availability of Aditya
ghee.
ANALYSES OF THE
RESEARCH
Below are the results followed by the dough nut chart, where it shows the link between
the objectives of the research & the questions asked for the public. All these questions are
individually explained in detail.

Objective 1: To know the people’s awareness of Aditya ghee

Which of the following brands are you aware

14%
24%
aditya,nandini
2%
aditya,nandini,amul

9% aditya,nandini,amul,krishna
aditya,nandini,krishna
2% aditya,amul

4% aditya,amul,krishna
1% nandini,amul
amul
10%
nandini
34%

The above chart shows the awareness of other ghee brands.

Ø 24% people are aware of brand Aditya&Nandini Ghee

Ø 34% people are aware of brand Aditya, Nandini, Amul Ghee

Ø 10% people are aware of brand Aditya, Nandini, Amul, Krishna Ghee

Ø 1% people are aware of brand Aditya, Nandini, Krishna Ghee

Ø 4% people are aware of brand Aditya, Amul Ghee

Ø 2% people are aware of brand Aditya, Amul, Krishna Ghee

Ø 9% people are aware of brand Nandini, Amul Ghee

Ø 2% people are aware of brand Amul Ghee

Ø 14% people are aware of brand Nandini Ghee

 Have you any time used
Aditya ghee

35%
yes
no
65%

The above chart shows that how many customers have used Aditya ghee.
Ø 65 % of people said that they used Aditya ghee
Ø 35 % of people said that they didn’t used Aditya ghee
 How did you get to know about
Aditya ghee

8%
3% Tv
28% New s paper
Internet
Friends/relative/associate
If any other
41%
17% Tv&Friends/relative/associate

3%

The above chat shows that how did the customer get to know about Aditya ghee.
Ø 28% people are aware by TV
Ø 17% people are aware by News papers
Ø 3% people are aware by Internet
Ø 4% people are aware by Friends/relative/associate
Ø 3% people are aware by any others
Ø 8 % people are aware by TV, Friends/relative/associate
Objective 2: Customer’s view about the prices of Aditya ghee provided

What is your opinion about the price

offered at Aditya ghee

11%

High priced
Reasonable

89%

The above chart shows the opinion of customers about the price of aditya ghee
Ø 11% of customers are of opinion that aditya ghee is highly priced
Ø 89 % of customers are of opinion that aditya ghee is reasonable.
Objective 3: To know the people’s perceptions about Aditya ghee

What type of ghee do you

prefer

47% brandee ghee

local branded ghee
53%

The above chart shows that which type of ghee customers prefer.
Ø 53% of customers do prefer branded ghee

Ø 47% of customers do prefer local branded ghee

.
 Why customers buy branded ghee&
local branded ghee

5%
5%
2% good for health&homemade
26%
10% freshness,pure&taste
quality
not available for other brand
16% w ell packaging
good for health&freshness
freshness&quality
36%

The above chart shows the reasons given by customer as to why do they use branded or
local ghee.
Ø 26% of people gave the reason as its good for health &homemade
Ø 36% of people gave the reason as freshness, pure taste
Ø 16% of people gave the reason as quality should be their.
Ø 10% of people gave the reason as no availability of other brand
Ø 2% of people gave the reason as packaging should be good.
Ø 5% of people gave the reason as good for health freshness
Ø 5% of people gave the reason as freshness quality
Objective 3: To know the people’s perceptions about Aditya ghee

How often do you buy Once in a week or more than

Aditya ghee once

8%
Once in a week or more than
once
6%
28%

Once in a week or more than

once

3% Once in a week or more than

once

55%
Once or twice a year

The above chart shows that how often customers buy Aditya ghee.

Ø 8% of people said that once in a week or more than once they buy Aditya ghee
Ø 6% of people said that 2to 3 times in a month they buy Aditya ghee
Ø 55% of people said that once in a month they buy Aditya ghee
Ø 3% of people said that once in every 2-3 months they buy Aditya ghee
Ø 28% of people said that Once or twice a year they buy Aditya ghee
 How do you rate the features of
Aditya ghee

20% Very good, Very good, Very

22%
good
Very good , Average, Excellent

Excellent, Very good, Very

9% good
Excellent, Very good, Excellent
17%

Excellent, Excellent, Excellent

32%

The above chart shows the ratings given by customers for features of Aditya ghee.
Ø 20 % of customers rated as each features of Aditya gheeVery good in (freshness),
Very good in (odour), Very good in (taste)
Ø 9 % of customers rated as each features of Aditya ghee ,Very good in (freshness),
Average in (odour), Excellent in (taste)
Ø 32 % of customers rated as each features of Aditya ghee Excellent in (freshness),
Very good in (odour), Very good in (taste)
Ø 17 % of customers rated as each features of Aditya ghee Excellent in (freshness),
Very good in(odour), Excellent in (taste)
Ø 22% of customers rated as each features of Aditya ghee Excellent in(freshness)
Excellent in (odour), Excellent in (taste)
Objective 3: To know the people’s perceptions about Aditya

Aditya ghee available at the

convenient for you

6%

yes

no

94%

The above chart shows the convenience of availability of Aditya ghee.

Ø 94% of customers said that Aditya ghee convenient for them.
Ø 6% of customers said that Aditya ghee not convenient for them.
 How do you rate the over all
features of Aditya ghee

2%

Excellent &Good
Average&Poor

98%

The above chart shows the opinion of customers of Aditya ghee.

Ø 98% of customers opinion of Aditya ghee is excellent & good.

Ø 2 % of customers’ opinion of Aditya ghee is average &poor.
 If given the chance to use Aditya ghee,
will you prefer to go for that brand

14%

yes
no

86%

The above chart shows that customers as to would they prefer to use Aditya ghee if given
a chance to them.
Ø 86% of customers agreed to use if a given chance to them
Ø 14% of customers agreed not agreed to use Aditya ghee if a given chance to them.
 How do you rate the features of
Present ghee

20%
Very good, Average,
34% Excellent
Very good, Very good, Very
good
Excellent, Very good,
Excellent
26% Excellent, Excellent, Excellent

20%

The above chart shows the ratings given by customers for features of present ghee which
they are using.
Ø 20 % of customers rated its each features of present ghee is Very good in
(freshness), average in (odour), excellent in (taste)
Ø 26 % of customers rated its each features of present ghee is Very good in
(freshness), Very good in (odour), Very good in (taste)
Ø 20 % of customers rated its each features of present ghee is Excellent in
(freshness), Very good in (odour), excellent in (taste)
Ø 34 % of customers rated its each features of present ghee is Excellent in
(freshness), Excellent in (odour), Excellent in (taste)
Objective 4: To know the suggestions for improvements at Aditya ghee.

more advert in TV & good

qualityshould be&
4% 2% yellow ish color
0%
Price should be
12% 0%
reasonable& it should be
0% 31% freshness
it should good for health

have many branches

18%

Similar to home made ghee

& it should be taste
6%
Provide supply2&3kg
27%
packet tins small packates

Provide some products like

shrikand & all

Ø 31% of customers suggested provide more advertisement in TV & about good

quality.
Ø 27% of customers suggested for setting reasonable price & for the improve of
freshness.
Ø 6% of customers suggested that it should be good for health
Ø 18% of customers suggested that opening up many out lets of Aditya ghee

Ø 12% of people said consumption of ghee should not lead to any sort of illness
like itching of throat.
Ø 4% of customers suggested for that Provide supply2&3kg packet tins small
packets
Ø 2% of customers suggested for increase verity of products
RECOMMENDATIONS
Ø Provide more aggressive advertisement:
At present they are advertising through local news channels like in-
Belgaum, but more aggressive advertisements have to be published through other
channels by properly allocating the advertisement budgets.
News paper palmplets are the only print media which they are
advertising through at present. They have to hire small spaces in the news papers &
local Magazines instead of going for pamphlets.

Ø Should open more outlets:

More outlets should be opened in areas like Sadhashiv Nagar, Vaibhav Nagar
because in these areas the customers are not aware about the Aditya ghee, so in this
area they open the outlets the customers can also aware of the brand & the customers
can also easily buy.
Ø Keep special offers during festivals like Deepawali, Ugadi, & Ganesh chaturti etc.
For example if the ghee is purchased in bulk quantity, some other products say
sweets can be provided free with that.( Premium Products)
Ø Aditya ghee should focus on low price customers: provide little packets with
lesser quantities, which is affordable by the customers & should be communicated
through local channels.
BIBLIOGRAPHY
Æ Information was taken from:
Vijay Kant Dairy & Food products Pvt Ltd Neginhal, Belgaum
Even information was taken from the internal guides: Mr Ravi .Murtennavar &
Mr.Shaymkanth.Sinha.
ANNEXURE
 QUESTIONNAIRE
Dear Customer, this survey is conducted to understand the customer awareness about
Aditya Ghee. You are requested to devote some of your precious moments to answer
these questions. The data collected will be purely used for the academic purpose and will
be kept confidential.
1. What type of ghee do you prefer?
a) Local branded ghee b) Branded ghee

Why? ___________________________________
___________________________________
2. Which of the following brands are you aware of?
Aditya Nandini Amul Krishna

3. Have you any time used Aditya Ghee?

Yes No
If no refer part B.
If Yes,
4. How often do you buy Aditya ghee?
a) Once in a week or more than once b) 2 to 3 times in a month

c) Once in a month d) once in every 2-3 months

e) Once or twice a year
5. How did you come to know about Aditya Ghee?
a) TV b) Newspaper
c) Internet d) Friends/relative/associate
g) If any other specify: _____________
6. How do you rate the following features of Aditya Ghee?

Features Excellent Very Good Average Poor

Freshness

Odour

Taste

7. What do you feel about the price of Aditya Ghee?

High Priced Reasonable Low priced
8. Is Aditya Ghee available at the places convenient for you?
Yes No
If No, suggest the convenient place ______________________________
9. How do you rate the overall features of Aditya Ghee?
Excellent Good Average Poor
10. Any suggestions about improving Aditya Ghee ____________________
_____________________________________________________________
_____________________________________________________________

PART-B

11. If given the chance to use Aditya ghee, will you prefer to go for that brand?
Yes No
If yes, what are your expectations about the brand? _____________________
_________________________________________________________________
If no, what is the reason? ____________________________________________
________________________________________________________________
12. How do you rate the following factors of the present brand of ghee you are using?
Present Brand:
Features Excellent Very Good Average Poor

Freshness

Odour

Taste

Name : ________________________________________________________
Address: _______________________________________________________
Age : ___________ Phone: ________________________

THANK YOU
CODING
Following note explains the codes used in coding sheet.
Note:

Ø Number of respondents-100
Ø Number of questions asked -12
Ø 10question is on asking the suggestion from the customers for aditya ghee codes
set as a, b, c, d,
Ø For question no’s 1, 2, 4, 5, 11for these questions coded as a, b, c, and d.
Ø For question no’s 3, 7, 8, & 9: 0 is code for answer which seems to be negative
point for company and 1 is given for positive point for the company.
Ø For question no’s6&12 codes set as follows:
Which are 3 for excellent
2 for very good,
1 for average,
0 for poor.
 QUESTION NUMBERS
RESPONDENTS 1 1(a) 2 3 4 5 6 7 8 9 10 11 11(a) 12
1 b a a,b 1 c d 1,1,1 1 1 1
2 b b a,b,c 1 e d 1,1,1 1 0 1
3 a a b,c 0 a a 3,2,3
4 a b b,c 0 a a 3,2,3
5 a a b,c 0 a b 2,3,2
6 b b a,b,c 1 e a 3,3,3 1 1 1
7 b b,d b 0 a a 2,2,2
8 a b a,b,c 1 c d 3,2,2 1 1 1
9 a a,b b,c 0 a a 3,3,3
10 a a a,b 0 a a 3,2,3
11 a b a,b,c,d 1 c b,c 3,2,2 1 1 1
12 a b a,b 1 a b 3,3,3 1 1 1
13 b b,c b 1 d d 3,2,1 1 0 1
14 b c b,c 0 a a 3,2,1
15 a b a,b,c 0 a a 3,3,3
16 b a b 1 a d 2,2,2 1 1 1
17 b a a,b,c,d 0 b c 2,2,2
18 a b a,b,c 0 a b 3,3,3
19 a b a,b 1 c a 3,3,3 1 1 1
20 a c c 0 a a 2,2,2
21 b b a,b,c 1 e d 2,2,3 1 1 1
22 b c b 0 b d 3,3,3
23 a b a,b 1 c a 3,3,3 1 1 1
24 b b a,b,d 1 e a 1,1,1 1 1 1
25 a b a,b,c 1 b g 3,2,2 1 1 1
26 b b a,b,c 1 c d 3,3,3 1 1
27 a a a,b,c 1 e b 3,3,3 1 1 1
28 b d a,b,c,d 1 c d 2,2,2 1 1 1
29 a a a,b,c 1 c a 3,2,2 1 1 1
30 b d a,b,c 1 c d 2,2,2 1 1 1
31 a a a,b 1 c c 3,2,3 1 1 1
32 b b b 0 a b 2,2,2
33 a b a,b 1 a c 3,2,2 1 1 1
34 b b a,b,c 1 e b 3,2,2 1 1 1
35 a a a,b,c,d 0 a a 2,2,2
36 b c a,b 1 a b 1,2,2 1 1 1
37 b c a,b,c,d 1 c b 2,2,2 1 1 1
38 a b a,b 1 c a 3,3,3 1 1 1
39 a b a,b 1 c a 3,3,3 1 1 1
40 b b b 0 a a 3,2,3
41 b c a,b,c 1 c a 3,2,2 1 1 1
42 a b a,b,c 1 c b,c,d 3,2,2 1 1 1
43 a a a,b,c,d 0 a a 1,3,3
44 a,b a,c a,b,c 1 e b 1,1,1 1 1 1
45 b b a,b,c 1 c a 2,3,2 1 1 1
46 a a,b a,b,c 1 a d 3,2,3 1 1 1
47 b d a,b,c 1 e a 3,3,3 1 1 1
48 b d a,b 1 c d 3,2,3 1 1 1
49 a b b,c 0 a a 3,3,3
50 b b a,b 1 c a 2,3,2 1 1 1
51 b c a,b,c 0 a a 2,2,2
52 b c b 0 a b 3,3,1
53 a b b 0 a a 3,3,3
54 a a a,b 0 a a 3,3,3
55 a a b,c 0 a c 3,3,3
56 b b a,b,c,d 1 c d 2,2,2 1 1 1
57 b b,c a,c 1 c a 2,1,2 1 1 1
58 b d a,b,c,d 1 c a 2,2,2 0 1 1
59 a a a,b,c,d b d 3,3,3
60 a a b 0 a a 3,3,3
61 b a,b b 0 a b 3,3,3
62 b b a,b 0 a c 2,1,3
63 b c a,b 1 e b 3,2,1 0 1 1
64 a a a,b 1 c a 3,3,3 0 1 1
65 b c a,b,c 1 e d 3,2,2 1 0 1
66 a b,c b 0 a a 2,1,3
67 b b,c b,c 0 a a,b 3,3,3
68 b b a,b 1 b g 3,3,3 1 1 1
69 b b a,b 1 e d 2,2,2 1 1 1
70 b a a,b,c 1 c a 3,2,3 1 1 1
71 b b a,b,c 1 c a,d 2,1,3 1 1 1
72 a d b 0 b c 2,1,2
73 a d b 0 a a 2,1,2
74 a d a,b,c 1 c d 3,2,3 1 1 1
75 a b a,b,c 1 c a,b,d 3,2,2 1 1 1
76 b c a,b,c 1 d b 3,2,2 1 1 1
77 b b a,c 1 c a,d 2,1,3 1 1 1
78 a d c 0 b c 3,2,1
79 b a a,b,c 1 b a,b 2,2,3 1 1 1
80 b a a,c,d 1 e d 2,2,2 1 0 0
81 b a a,c 1 c a,d 3,2,2 1 1 1
82 a d a,c,d 1 e a 2,2,3 1 1 1
83 b b a,b 1 c d 3,2,3 1 1 1
84 a c a,b,c 1 c a,b,d 3,2,3 1 1 1
85 a b a,c 1 c d 3,2,2 1 1 1
86 b c b 0 a b 2,2,2
87 a a b,c 0 a b 3,2,2
88 a a a,b,c 0 a a 2,2,2
89 b c a,b 1 e b 2,3,2 0 1 1
90 a a a,b 0 a a 2,2,2
91 b a a,b,c 1 c d 3.2.3 0 1 1
92 b e a,b,c 1 c d 3,2,3 1 1 1
93 a a a,b,c 1 c a 3,2,3 1 1 1
94 a c a,b 1 e a,d 3,2,2 1 1 1
 95 b e a,b,c 1 c a,b,c,d 3,3,2 1 1 1
96 a b a,b,c 1 e a,.d 3,3,2 1 1 1
97 a b a,b,c 1 c a,d 3,2,3 1 1 1
98 b a,b a,b 1 b a 2,3,3 1 1 1
99 b a a,b,c,d 1 e a,b,c,d 2,2,3 0 1 1
100 b c a,b 1 e d 2,2,2 0 1 1