Professional Documents
Culture Documents
INTRODUCTION
.
The dairy Industry is the most important sector in the Indian economy. India is
emerging as a mega dairy market of the 21st century. The dairy industry provided the
income as well as the employment to the people. The growth of the Indian Dairy
Industry is 4.42 in the year 2004.india produces 100 million tonnes in the year 2006
and has 15.53% of the world’s milk production
The National Dairy Development Board is formed in 1965.NDDB began its
operations with an objective of making dairying a means for a better future for the
millions of the milk producers at the root level with its consistent efforts.
It started the Operation Flood Program to construct a bridge between urban users
and rural producers through a network of cooperatives. And it also fills the gap
between formal dairy and sector and rural producers by developing gradual and
concrete slabs of o-operatives in India. Karnataka Milk Federation is one of this co-
operative.
I consider the Dharwad Milk Union for the studying the consumer
satisfaction level towards the Shubham milk in Dharwad- Hubli city.
The project involves three main aspects namely industry profile, company
profile and analysis part. In industry profile about the Indian Milk industry, in
company profile the history of the company and in analysis part, objective and data
collection method, sample design, sample size, sample method and mainly I have
analyzed the collected primary data using SPSS, the primary data have been collected
through questionnaires. Finally findings and suggestions, limitation and conclusion
are derived.
Page 1
Study on Consumer Satisfaction Level towards Nadini Milk
RESEARCH OBJECTIVES
1) TO know the awareness of Nadini Shubham Milk
2) To know the Customers Preference while buying the Milk
3) To compare the Pricing of Nandini Shubham Milk with other.
4) To Understand the factors influence to purchase Shubham Milk
5) To study the customer perception towards Shubham Milk
6) To Know opinion of consumer about the Nandini Shubham Milk
market share
There is cut throat competition between different brands of Shubham Milk Any company that
wants to survive must concentrate on the factors like quality, price, purity etc. According to
the consumer satisfaction, Consumer research studies have become essential now a day.
Through this, the marketers can revive their products and create a greater demand by adopting
innovative promotional strategy. It has become essential to know the present level of
consumer satisfaction to analyze the future demand for any product, Hence the “Study on
Consumer satisfaction towards Nadini Shubham Milk “has been undertaken.
Page 2
Study on Consumer Satisfaction Level towards Nadini Milk
LIMITATIONS
The various limitations of this study are listed below:
Despite all the efforts to make the analysis more comprehensive and scientific,
a study of the present kind is bound to have certain limitation
The scope of the study covered only limited areas of Dharwad and Hubli
Time and cost constraints were a major limitation
The limited respondents from each sampling unit may not be sufficient. That
means the remaining people in that area may not be similar to the selected
respondents.
The information gathered is based on customer perception
Data collection
1) Primary data
The primary data is collected from the with the help of questionnaire
2) Secondary data
The required secondary data is collected from the company records, books,
journal and internet etc.
3) Sample size
A sample of 100 individual people of Dharwad-Hubli city are considered
in this study
4) Sampling method
Convenience Method (Non-probability sampling method)
Page 3
Study on Consumer Satisfaction Level towards Nadini Milk
Findings
The overall project is mainly on study of customer’s satisfaction towards the
Shubham milk in Dharwad-Hubli city. In this project major findings are as follows.
More than half of the consumers are using the branded milk
Nearly half of the consumers are using Nandini milk.
Almost all the people are knew about the Nandini Shubham Milk
More than half of the people used Shubahm milk.
Half of the respondents are using Shubham milk daily
Almost all the people given good rate for the taste and thickness of milk
Half of the respondents considered quality as factor while purchasing milk
Most of the respondents says there is no schemes or offers of Shubham
milk
Nearly half of the respondents said that the price of milk is high
Most of the respondents are not wish to change their brand
High density of the respondents are not getting milk from day to night
More than half of the respondents wish change in the Shubham milk
More than half of the sample size is satisfied with Shubham milk.
Page 4
Study on Consumer Satisfaction Level towards Nadini Milk
Introduction
When we say 'Indian' milk products we tend to distinguish such products from
Western milk products such as cheese, yogurt, ice-creams, sweetened condensed milk
and butter oil. However, we do have parallels for all such western products in the
form of paneer, curd/lassi, kulfi, rabri and ghee
. The opportunity provided by increased availability of liquid milk can now be used
for efficiently manufacturing and marketing Indian milk products with long shelf life.
This will help in tapping the potential demand for Indian milk products in both the
domestic and foreign markets.
I commend the efforts of Dairy India to combine the learning experiences of the dairy
industry in manufacture of Indian milk products with new processes, technologies and
modern management
Page 5
Study on Consumer Satisfaction Level towards Nadini Milk
During the pre-independence era, there was no serious press given to dairy
industry. In 1886. The department of defense of the British government establishes
the drain forms for the supply of milk to British troops in Allahabad. Later, 1920;
various steps were taken by Mr. William Smith, an expert in dairy forming to
improve the milk production. There was discrimination done to the Indians. In
Luknow, in 1937, called "The Luknow Milk Producers co operative Union Ltd".
The dairy and animal husbandry received attention after the independence.
There was lot man of progressive steps taken by the government through five (5)
year plans. Indian councils for the agriculture research mostly drew up these plans.
Further, our late Prime Minister Lai Bahaddur Shastri felt the need for
setting up co-operative society throughout the country for the sake of rural
development. This led to the formation of "National Dairy Development Board" in
1965. This board was registered under the society's registration act and public trust
act, having its office at Anand, Gujarat.
The dairy and Animal Husbandry received serious attention after the
independence. There were lots many of progressive steps taken by the government
through five year plans. This led to the formation of National Dairy Development
Board in 1965 & thus in 1970 he decided to Bring a “ White Revolution” through
out the country, Initially 10 states were selected were for this purpose excluding
Karnataka.
In Karnataka in 1974 an integrated project was launched to restructure and
reorganize the dairy industry on Co-operative principle of AMUL and to lay
foundation for new direction in dairy industry.
Page 6
Study on Consumer Satisfaction Level towards Nadini Milk
Page 7
Study on Consumer Satisfaction Level towards Nadini Milk
OBJECTIVES OF NDDB:
To sponsor, promote, manage, acquire, construct or control any plant or
work, which promote projects of general public utility relation to dairying.
To make information available on request to technical services to increase
production of Milk.
To prepare initial feasibility studies of dairying and other dairy related
projects and undertake subsequent designing planning and start up those
projects.
To undertake research and development programmed related to production
and marketing of milk and milk products.
To provide assistance for exchange of information to other international
agencies.
Page 8
Study on Consumer Satisfaction Level towards Nadini Milk
• Geographical location:
The ideal location of the dairy factory is on sound ground in
outskirts of the city easily approachable by good roads all through the year.
It should have an overhead tank of adequate capacity or should be
connected to large water mains of a municipal water supply.
• Lighting
Good lighting is required for quality control, clearing and prevention of
worker fatigue and accidents.
• Building
The dairy should construct with masonry walls with fire resistant roof.
The installation and adhesives for cold store should be incombustible
type. Cold store and hardening rooms are to be fitted with alarm bells to
avoid leek in incidents.
• Compressor room
High capacity compressor should be fitted with safety device to prevent
build up of dangerously high pressure, which could develop if the compressor
is started with its discharge valve shut or if the cooling water supply to
condenser is stooped.
Page 9
Study on Consumer Satisfaction Level towards Nadini Milk
• Electrical installation
Safe electrical installation with a suitable system adequate to carry the
loads, safe over current protection for motors, proper grounding and use of
approved electrical materials should maintain. Because the causes fire attributes
directly or indirectly to defect electrical installation,
• Boiler room
A boiler is essential for a dairy to supply hot water and stream used in
various; operations such as washing, sterilizing. Pasteurization, condensing and
drying, etc.
Page 10
Study on Consumer Satisfaction Level towards Nadini Milk
HISTORY OF KMF
The first ever World Bank funded Dairy Development Program in the country
started in Karnataka with the organisation of Village Level Dairy Co-operatives in
1974. The AMUL pattern of dairy co-operatives started functioning in Karnataka
from 1974-75 with the financial assistance from World Bank, Operation Flood II &
III.
The dairy co-operatives were established under the ANAND pattern in a three
tier structure with the Village Level Dairy Co-operatives forming the base level, the
District Level Milk Unions at the middle level to take care of the procurement,
processing and marketing of milk and the Karnataka Milk Federation as the Apex
Body to co-ordinate the growth of the sector at the State level.
Page 11
Study on Consumer Satisfaction Level towards Nadini Milk
OBJECTIVES OF KMF
The Karnataka milk federation is a co-operation apex body in the state of
Karnataka for representing diary farmer's organization and also implementing, diary
development activities to achieve the following objective.
Providing assured and remunerative market for all the milk produced by the
farmer members
Page 12
Study on Consumer Satisfaction Level towards Nadini Milk
FUCTIONS OF KMF
The KMF implements all the project activities. After all project activities are
accomplished, the federation aims at formulating marketing the milk and milk products.
The Karnataka milk federation, which has the following functions.
1976-1977 2007-2008
Page 13
Study on Consumer Satisfaction Level towards Nadini Milk
FUTURE VISION
• To consolidate the gains of Dairying achieved in the state of Karnataka and with
a view of to efficiently chill, process and market ever developing and increasing
milk procurement with an utmost emphasis on the Quality and in the process
conserve the socio-economic interests of rural milk producers, the Govt, of
Karnataka through KMF has proposed to undertake several projects with
financial and technical support of NDDB for which an MOU was signed
between Govt, of Karnataka and NDDB on 10th Nov. 2004.
• To march forward with necessary zeal this will make KMF a trailblazer of
exemplary performance and achievements becoming other milk federation in
the country in pursuit of total emulation of its good deeds
• To compete with MNC's and private dairies with better quality of milk and
milk products and in the process sustain unavailability of cooperators
Page 14
Study on Consumer Satisfaction Level towards Nadini Milk
KMF has to milk unions throughout the state which to procuring milk from
primary dairy co-operative societies and distribute milk to the customers in various
towns/cities/rural markets in Kamatak,
Page 15
Study on Consumer Satisfaction Level towards Nadini Milk
DMU DHARWAD
INTRODUCTION
The Dharwad Milk Union is co operative society among the 13
establishments, under KMF. The Dharwad Milk Union (DMU) is one of the most
modern plants in Karnataka. It is located in the specious 50 acres of land, located in
Lakamanahalli Industrial Area, adjacent to the National Highway-4. It is patterned after
the AMUL Milk Dairy, Anand, and Gujarat
HISTORY
A group of experienced officers, appointed by the Karnataka Milk Federation surveyed
the whole of Dharwad districts (including two newly formed districts Gadag and Haveri)
and Uttar Karnataka. Further they found out, there is need for a milk dairy. They traveled
the surrounding villages, educated the villagers about milk and milk products and the
benefits, they would yet from the milk dairy.
Seeing the overwhelming response and untapped resources and the huge market,
the Federation decided to setup the Milk Union in 1984, know as the DHARAWAD
Page 16
Study on Consumer Satisfaction Level towards Nadini Milk
Further in 1988, the Rayapur Dairy and Chilling Center, setup in 1968, also come
under the union. In 1989, the' training center, which was controlled by KMF, came
under Dharwad Milk Union.
The main purpose of establishing of this unit is to encourage milk producers inhabited
in rural areas. It has 8 chilling plants spread over the above 4 districts and production
plant in Dharwad the turnover is on an average of 5 Crores per year.
OBJECTIVES OF DMU
To provide assure and remunerative market for the milk produced by the formers.
To provide good and best quality milk to its consumers.
To build bridge between masses of rural producers and millions of consumers.
To achieve socio-economic revolution hinterland of the states
To ensure maximum returns to the milk producers.
To facilitate rural development by providing opportunities for self-development at
village level
To built village level institutions in co-operative sector to manage the dairy
activities.
To provide milk at reasonable rates to the consumers.
Page 17
Study on Consumer Satisfaction Level towards Nadini Milk
Number of departments 9
Present level of activity Collection of milk 84000 liter per day Sale
of milk 70000 liter per day
PROFILE OF DHARAWAD MILK UNION
Page 18
Study on Consumer Satisfaction Level towards Nadini Milk
In 1998-1999 awarded as the best dairy in Karnataka for maintaining the huge
amount of milk, which comes from the other milk unions without
contamination.
Well equipped plant with highly sophisticated machines and best professional
working facility in North Karnataka.
Dharwad Milk Union is committed to provide maximum possible price for the milk
supplied by its members and provide necessary inputs to enhance milk production
while ensuring economic viability of the Union and is also committed to provide
quality milk products to consumers and emerge as one of the top most milk union of
the co-operative dairy industry in the country
Page 19
Study on Consumer Satisfaction Level towards Nadini Milk
Toned Milk:
Karnataka's most favorite milk. Nadine Toned Fresh and pure
milk containing 3.0% FAT and 8.5% SNF, Available 1 in
500ml and 1 liter packs.
Shubham:
Buffalo's milk, 100% pure pasteurized processed and
packed hygienically, this milk has 5% fat and 9%snf. Available
in 5ooml and 1 liter, and also Available in 5trs packs, for marriages,
and other functions.
Curd:
Nandini curd made from pure milk, its thick delicious
Giving you all the goodness of homemade curds. Available in
200gms and 500gms sachet.
Page 20
Study on Consumer Satisfaction Level towards Nadini Milk
Page 21
Study on Consumer Satisfaction Level towards Nadini Milk
Organisation Chart
BOARD
Directors Ex officers
Govt nominees
(8members) (5members)
Procurement
Dept
Transport
Product director
Quality control
Marketing dept
F.G.S& stores
Administrative
dept
M.I.S
Finance dept
Security dept
Page 22
Study on Consumer Satisfaction Level towards Nadini Milk
Procurement of milk
Procurement of milk varies seasonally and during flush season i.e., from September to
December, the milk productivity is high and in summer, it is low. Milk collected from
societies is taken to the nearest chilling center to add the self-life of the milk.
After chilling the milk is loaded into the tanker and is sent to the near by the union.
There are sixth chilling center in the purview of the DMU, which procure milk from 450
DCS's.
Once milk is brought to the union, it is rechecked for quantity, quality and freshness
and then it sent for further production process.
If the milk is spoilt in transit it is brought to the notice of the concerned society. But in
case of away society if the milk is spoilt due to the carelessness/delays’ of the driver it is
brought to the notice the contractor and is held responsible for the loss.
Page 23
Study on Consumer Satisfaction Level towards Nadini Milk
Manager
Procurement Technical
wing input wing
Deputy Deputy
Manager Manager
Assistant Assistant
manager manager
Extensio
n officers Clerks
Clerks Helpers
Page 24
Study on Consumer Satisfaction Level towards Nadini Milk
It is one of the important tasks carried out by P & I department. Societies are established in
villages. There should be a minimum of 50 members from a society and there should be
surplus of at least 75 liter of milk per day; there should be resident of that area and should
posses a milk produce animal either a cow or a buffalo or both. Among the members, chief
is elected who I responsible for running of the society. He is also responsible for selling the
shares to the formers who contribute to the society.
Share of Rs 100 each should be allocated and a society should accumulate a minimum of
Rs 20,000 from the sale of the shares.
After commissioning and registration, a general body meeting of the society is held.
Nine members who are influential and knowledgeable are selected who become director
of the society. Two other members are selected to take part as a secretary and a tester.
It is the duty of the secretary to maintain all the records and ledgers of daily
transactions. The tester verifies the quality of the milk by testing and prepares a sheet,
note down the readings and sends it with the carrier of the
Page 25
Study on Consumer Satisfaction Level towards Nadini Milk
Promotional activities:
The P & I department has under taken various promotional measures to increase the
production of milk. Some of the its activities are-
DMU maintaining a cold storage where semen of high milk producing cows
and buffaloes are stored. By imparting training the, society's people, it has
given artificial insemination to nearly 40,457 cows and buffaloes in 2007-2008.
It is supplying god quality of seeds to the farmers so that they can grow good
quality of fodder.
It has also tied up with number of banks to provide loans to the farmers for
acquiring health animals of high milk productivity.
It has supplying nearly 662 tonnes of fodder per month.
Mineral mixture, vaccination and other training programs are conducted.
Thus DMU has taken all the possible to enhance the production of milk, growth of
societies that i n d i r e c t l y leads to the rural development.
Page 26
Study on Consumer Satisfaction Level towards Nadini Milk
PRQDUCTON DEPARTMENT
Production department is one among the most important department of DMU performing vital
role in the existence of DMU.
Most of the equipment used is imported from Sweden and Denmark. At every stage of
production care is taken to maintain the quality and freshness of milk and milk product. The
containers, pines and used pumps used in production process are made up of stainless steel. I
lie Production department has the following structure
MANAGER
Deputy
Office staff
manager
Technical
Clerk Typist
officer
Senior
supervisor
Junior
supervisor
Page 27
Study on Consumer Satisfaction Level towards Nadini Milk
When the milk is received from can and tankers, it is tested for freshness and quality. After
the approval of the testing officer the milk is forwarded to the milk chillers to extend the self-
life of the milk.’ It is then stored in raw tanker.
Production Procedure
DCS
Chilling
Storing
Pasteurization
Separation
Page 28
Study on Consumer Satisfaction Level towards Nadini Milk
Homogenizati
Storing
Packaging
Dispatching
The main objective of this department is to follow up production schedule as per plan
and to maintain close and co-ordinate with order departments and ensure to upgrade the
technical efficiency of production. Milk, as it is highly perishable product has to be
proceeded immediately to avoid spoilage with respect to its flavor, texture and taste.
Production Department is well equipped and has various types of highly sophisticated
machines imported from Sweden and Denmark. Once the Milk is received from P & I
department it is first weighed with the help of weighing bowl. Later, it is poured in dump
tank. Sample testing is done through lactometer reading and other tests. The fat and NSF
content of each sample of milk is accessed. The cow and buffalo’s milk are separately
received and sent to the production section separately through two different stainless steel
pipes. Later the raw milk is passed through plate chiller of variable capacity where it is
cooled up to 4-5 degree Celsius. This cooled raw material is further stored in a silo of
30,000 liters capacity.
Purpose of Chilling:-
This is dine to avoid the growth of micro organisms, which spread the spoilage and
bitter taste. The milk which is stored in silos is pumped through pipeline to balance tank
which helps to maintain the steady speed of flow of milk in the pasteurization machine.
Page 29
Study on Consumer Satisfaction Level towards Nadini Milk
Need of Pasteurization:-
It is a process where milk is heated to high temperature and cooled instantly, to destroy
the micro organisms. The pasteurized milk is stored in Pasteurized milk silos and then
sent to pre-packing section. Packaging is done in 200ml, 500ml and 1000ml packs and
stored in cold storage.
Cream
The milk in bulk is taken to the cream separator, here the cream is separated. The
cream is passed through Pasteurization Unit. This cream is sent to Butter section. The
milk with no fat is skimmed milk. This skim milk is pumped back to Pasteurization Unit
and heated 72 degree Celsius using stem and chilled to 4degree Celsius using chilled
water and store is silos. This skimmed milk is sent to powder section. The pasteurized
cream is mixed in proportion to pasteurized milk.
Curds :-
Raw milk is heated to 90 degree Celsius and allowed to cool up to 30 degree Celsius.
Later culture is added to id and packed, the curd is formed in the packets itself. It is
stored and packed in 200ml and 500ml.
It is also packed curd in other vassals to satisfied the customers need. For example it
produces 5 liter packs for pre ordered customers. And it also makes curd in special
containers for their customer [for ISCON’s AKSHAYA PATRA YOJANA]
BUTTER:-
The cream which is stored in cream refining tank is taken to the churning section
where it is churned. Here butter fat and buttermilk are separated. The vacuum pump
removes excess of moisture, and butter comes out of the continuous butter making
machine. Butter is packed in 100, 200 and 500 and 1000 grms . These are stored in deep
Page 30
Study on Consumer Satisfaction Level towards Nadini Milk
freezer with temperature of 22 degree Celsius . If there is order of the salt butter they
added salt water to the butte and the remaining procedure is same.
GHEE:
There are 2 Ghee boilers of capacity1500 kgs per batch. A butter of 2.5 tons is melted
and is brought to Ghee boiler. Here it is heated up to 117 -120 degree Celsius for 15
minutes so that the residue is allowed to settled down and Ghee is passed to setting tank
through clarifiers. Later the Ghee is allowed for cooling and packed in tin of 200m500ml
of pack and kept in the cold storage.
PANEER:-
If there is excess of milk then the Paneer is being made. The milk is heated to 90 degree
Celsius for 15-20 minutes. Glacial acetic acid is added to milk and then milk is strained
through fine muslin cloth. The solid portion is retained and is put in water and then it is
put in chilled water and left overnight. Later it is packed and kept in cold storage.
MILK POWDER:-
The capacity of the powder plant is 12 tons. There are 2 sections in the plant- Evaporator
and spray Drier through which milk is converted to Milk Powder. In evaporator, the milk
is boiled at 55 degree Celsius at high vacuum pressure. Milk is concreted to drier . The
45% of milk is solid and the remaining portion is evaporated and the moisture is removed
but the milk consists of the 4% of the moisture.
PEDA:-
Dharwad is well for its Peda . The DMU has separate Peda section. About 8 liters
(depends upon the demand) is heated continuously for 3-4 hours till the milk is semi-
solid, later sugar and other ingredients are added and stirred continuously on low flame.
Later it is cooled and made small shaped pieces.
Page 31
Study on Consumer Satisfaction Level towards Nadini Milk
Bill of the society is remitted once in 21 days through nationalized banks. Daily reports
of the defaults of the agents are submitted to the marketing departing. The liabilities of the
previous year are cleaned within May of the coming financial year,
A monthly P & L a/c, receipts and payments a/c are prepared and submitted to the board
of Directors for decision making, classification in planning and taking corrective steps in
case of failure to attain objective.
The departments deal with the double entry method of book keeping. Some of the books
maintained by this department are cash book, bank book, journal, ledger, like general ledger,
personnel ledger etc.
Deputy Manager
Assistant Manager
Assistant Account
officer
Assistant
accountant
Helper
Page 33
Study on Consumer Satisfaction Level towards Nadini Milk
ADMINISTRATION DEPARTMENT
The Administration department controls the overall functioning of the
organization. The organization consists of the following three levels.
General co-ordination:
1. Maintenance of files, records etc, up to date. Collecting and presenting data
in the form use full information from the records.
2. Implementing the organization system, procedures and polices in a co-
ordinate manner.
3. Ensuring smooth running of the office by interfacing with the external
agencies as required for e.g. payment of telephone / electricity / water
supply bills, etc.
4. Maintenance of the office premises.
Providing Facilities:
1. Designing and implementing forms for variety of purpose, where some exist
Page 34
Study on Consumer Satisfaction Level towards Nadini Milk
Effective control:
2. Recording and maintaining attendance, leave details, looking after the security
needs etc.
3. Reducing the cost of office operation, production costs, without affecting the
functioning of the organization.
Canteen
There is a canteen in the premises itself. The employees are provided lunch for
Rs 3 only, tea etc. at a reasonable rate..
Time Office
The department records the working hours of the employees. Time machine shows
the entry time and exit time of the each employee. The workers are divided into two
different shifts control the working of the department. Each employee is given punch in the
Page 35
Study on Consumer Satisfaction Level towards Nadini Milk
time machine and before living the premise he has to do the same. Based on this attendance,
canteen bills are charged, wages are fixed and deduction are made.
SECURITY DEPARTMENT
Dharwad milk union occupies 25 acres of land the whole premises is guarded by the
security personnel. The security people work in three shifts. All the vehicles are checked
before entering the premise. The department also maintain separate register like store in
register, attendance register etc.
MARKETING DEPARTMENT
The marketing department of DMU is considerably extensive which covers an Area viz.,
North Goa, Uttar Kannada district, Haveri, Gadag, Hubli and Dharwad
Marketing of milk and products is done under brand name "Nandini". Except loose milk
other products arc marketed by KMF, the marketing agency. Due to perishable nature of
products live greatest responsibility is over marketing department to all the products before
losing its quality.
Before pre-liberalization (July 21st 1991) the DMU enjoyed a monopoly due to co-
operative organization and other benefits received from the state government. But after July
21st 1991 the scenario totally changed, new private diaries started grounding like mushrooms
with entrance of private diaries the DMU facing a tough competition resulting into major loss
of market share gradually over the years. Today DMU has only 23 % of total market share.
DMU operates in 17 cities/ towns having a total population of 1.05 million.
Retailers
Milk powder:
Enjoy the taste
of pure milk!
Skimmed milk Page 36
powder made
form pure milk,
packed
hygienically.
Study on Consumer Satisfaction Level towards Nadini
Available in Milk
l00gms,
200mgs,
500gms, l kg&
25 kg Pack.
Butter:
Rich, smooth
and delicious.
Nandini butter is
made out of
fresh pasteurized
cream, rich taste,
Marketing department smooth texture
and the rich
purity of cow's
milk makes any
Marketing
preparation a
Manager
delicious treat.
Deputy Available in 100
Technical
Manager
gms(salted), Officers
200gnis and
Marketing Development
500gms cartons
Superintenden Officer
t both salted and
unsalted.
Vanshroffs
Development
Officer Accounts &
purchase Peda :
No matter what
Vanshroffs you ate
Marketing celebrating!
Assistant Made from pure
milk, Nandini
peda is a
delicious treat
for the family. It
will be store at Page 37
room
temperature
7days. Available
in 250gms pack
Study on Consumer Satisfaction Level towards Nadini Milk
container
The closest competitors with regard to market share qualities of milk, price and
Ghee:
goodwill are,
A state of purity,
■ Local vendor
Nandini ghee
■ Aditya
made from pure
■ Arokya
butter. It is fresh
■ Sri Krishna
and pure with a
■ Gopal delicious flavor,
Local brand milk like Navalur dairy milk. And localhygienically
milkmen
manufactured
and packed* in a
special pack to
CHANNELS OF DISTRIBUTION SYSTEM
retainOF DMU:
the
goodness of
I. DMU—-> Transportation Vehicles—-> Dealers
pure ghee. Shelf
Door delivery boys ---> Consumers
life of 6 months
II. DMU -—>Transportation Vehicles —-> Institutions.
at ambient
(Institutions: hospitals, hotels, hostels etc.)
temperature.
Available in
III. DMU —->Transportation Vehicles —-> Parlors ---> Consumers.
200ml, 500ml,
1000ml
IV. DMU —->Transportation Vehicles—-> Day sachets,
CountersConsumers.
51trs tins and
SRTAGETIES OF THE MARKETING DEPARTMENT:
15kegs tins.
■ Visit to all roots of individual points by going in a root distribution vehicle for
contact with all agents.
■ Aims to conduct 5 Consumer Awareness Programs and various Seminars.
■ Aims at conducting agents' meetings.
■ Aims at setting 10 Exclusive NANDINI Milk Parlors.
■ Aiming to set up new sales promotional and advertisement activities.
■ Women association programs.
Page 38
Study on Consumer Satisfaction Level towards Nadini Milk
Marketing strategy like sales promotional and advertisement activities of DMU are as
follows.
Press advertisements
Hoardings
Wall paintings
Rental for KSRTC Buses
Leaf lets
Banners
Vehicles paintings and own hoarding paintings
Pole ads and Flute boards
Milk carry bags
Calendar and greetings
Exhibition, drawing and consumer mela.
Page 39
Study on Consumer Satisfaction Level towards Nadini Milk
The main task of the quality department is to see and check the quality of milk
and milk products produced in the plants.
There arc various tests conducted by the officers in charge as well as the
assistants to meet this requirement. If any product does not pass through the quality
standards then the produce is rejected. Even before dispatching the products undergo
testing and it only after the approval of the quality department that the goods are
dispatched
• Flavor.
• Acidity
• Corrected lactometer reading.
• Gerber method for fat test.
Page 40
Study on Consumer Satisfaction Level towards Nadini Milk
• Milk-tester method.
• Moister test.
• Solid not tests.
TEST REASON
DEPUTY MANAGER
ASSISTANT ASSISTANT
MANAGER
QUALITY ASSISTANT QUALITY ASSISTANT
OFFICER(Chemicals) OFFICER (Chemicals)
Page 41
Study on Consumer Satisfaction Level towards Nadini Milk
QUALITY
QUALITY ANALYST LAB ASSISTANT ASSISTANT
The recruitment is done through the advertisement in papers regarding the type of
vacancy and the qualification experience required etc. The HRD manager looks for the
appropriate candidate in the Employment exchange may appoint him. Otherwise he put
up ad in the news paper and the procedure for the recruitment is followed. Lastly the
selection is done through the company cadre and recruitment rules and regulations.
Training
Selected candidate may be given training on the basis of work he is required to do.
Therefore the selected candidates may be sent for training in any one of the following
centers-
Page 42
Study on Consumer Satisfaction Level towards Nadini Milk
NDDB, Anand.
NDDB Southern Regional training center, I rode.
Institute of Rural Management, Anand (IRMA)
NDRPs National Dairy.
Central Training institute, Bangalore. (KMF
FACILITIES:-
The organization provides various facilities to the employees such as transportation,
medicine, uniforms, canteen facilities etc. Some of the facilities listed below –
Salary as per government scale.
Bonus, as per bonus Act.
Transportation: For the transportation i.e. coming to the work place an employee
gets
Rs. 300/- if he own has motorcycle. He gets Rs 200/- if he owns a moped, or else
he gets Rs 150/-.
Medical: An employee will be reimbursed Rs 2500/-if he takes treatment as an
outdoor patient, otherwise he will be given Rs 3500/-if he takes treatment as
indoor patient. He should produce the bills of the treatment.
Canteen: Employee can get the canteen facility very cheaply. He can get meals for
Rs 3.00, Tiffin for Rs2.00 and tea Rs 1.00 and the employees who work at night
served without any charge.
Uniform: Two fairs of uniform and new fair of shoes are provided for male
employee every year and for women employees two sarees and u fail of wear is
been provided.
Quarter liter of milk is given at free of cost to all employee every day\ and twice
in a year, half kg of ghee is given.
Provident fund: Every month the employee contributes 12% of his salary to the
provident and also the management contributes 12% of the salary. Thus a total of
24% of the salary appoint will be earmarked towards family pension scheme
Gratuity: Every year 15 days salary will be taken for calculation and gratuity is
paid..
ESI: Employee who receives less than 6500/- are covered under this scheme.
Page 43
Study on Consumer Satisfaction Level towards Nadini Milk
PURCHAGE DEPARYMENT:
It also maintains records for Tenders, quotations etc. Quotations with lowest rate
are sanctioned. Purchases up to Rs. 50,000 require approval of Managing Director
The structure of Purchase Department
Purchase Officer
Purchase
Superintendent
AsstPurchase Officer
Helper
Page 44
Study on Consumer Satisfaction Level towards Nadini Milk
STORES DEPARTMENT
This department store the material required for day to day consuming required in the
process of production and for other purposes. Kardex method is practiced i.e., the items
are coded and arranged systematically for easy access
Function:
The main functions of the department are as follows:
It has to maintain minimum and maximum quantity of material.
There should be a proper maintenance of record.
It tries to reduce the inventory cost
It should send the stock report to the purchase departments
If the material or goods are not as per requirement of the stock, it should
immediately send indent form to the purchase department.
It should supply to the respective departments whenever in need of the goods
or materials.
Procedure:
Store department of DMU does not store costly and heavy machines as it. Will be
dead investment, but the items which may be needed at any time are stored. The main
work or task store department is to see that the production process does not stop. .
Page 45
Study on Consumer Satisfaction Level towards Nadini Milk
This department maintains stock of almost all the spare pans of the incliner) so that
production process may not get halted because of some defects. Well qualified and
experienced engineers are always ready to repair the defects in the machinery.
Power plant:
As DMU function 24 hours a day, 365 days a year it is necessary that the plant
should have continues power supply. In case of power failure, generator are used to keep
continues the flow of electric current as to avoid any disturbance in the working.
Page 46
Study on Consumer Satisfaction Level towards Nadini Milk
About Milk
Milk is the thing that is commonly consumed by the people as the part of the food. It
is a complete food. It has almost all the nutrients which are essential for the growth of
human body.
Milk may be defined as the whole , fresh, clean lacteal secretion on obtained complete
milking of healthy milk animals.
Milk is an almost ideal food. It has high nutritive value. It supplies body-building
proteins, bone-forming minerals and health-giving vitamins and furnishes energy-giving
lactose and milk fat. Besides supplying certain essential fatty acids, it contains the above
nutrients in an easily digestible and assimilable form. All these properties make milk an
important food for pregnant mothers, growing children, adolescents, adults, invalids,
convalescents and patients alike
Milk should free from colostrums and should contain minimum prescribed percentage of
milk fat and solids non fat.
Proteins
Milk proteins are complete proteins of high quality, i.e. they contain all the essential
amino-acids in fairly large quantities.
Minerals
Practically all the mineral elements found in milk are essential for nutrition. Milk is an
excellent source of calcium and phosphorus, both of which, together with vitamin D,
are essential for bone formation.
Page 47
Study on Consumer Satisfaction Level towards Nadini Milk
Vitamins
These are accessory food factors which are essential for normal growth, health and the
reproduction of living organisms. Milk is a good source of Vitamin A (provided the
cow is fed sufficient green feed and fodder), Vitamin D (provided the cow is exposed
to enough sunlight), thiamine, riboflavin, etc.
Fat (Ghee)
Milk Fat (lipid) plays a significant role in the nutritive value, flavour and physical
properties of milk and milk products. Besides serving as a rich source of energy, fat
contains significant amounts of so-called essential fatty acids (linoleic and
arachidonic). The most distinctive role which milk fat plays in dairy products concerns
flavour. The rich pleasing flavour of milk lipids is not duplicated by any other type of
fat. Milk fat imparts a soft body, smooth texture and rich taste to dairy products.
Lastly, milk lipids undoubtedly enhance the consumer acceptability of foods; they also
serve the best interests of human nutrition through the incentive of eating what tastes
good.
Lactose
Energy value
The energy-giving milk constituents and their individual contributions are as follows:
Page 48
Study on Consumer Satisfaction Level towards Nadini Milk
Page 49
Study on Consumer Satisfaction Level towards Nadini Milk
By seeing above mentioned different sources of foods, the milk contains all the essential
proteins, vitamins and other minerals which other foods do not contain the all the
minerals, vitamins etc. So we can say that Milk is the complete food.
Milk may be defined as the whole, fresh, clean, lacteal secretion obtained by the
complete milking of one or more healthy milch animals, excluding that obtained within
15 days before or 5 days after calving or such periods as may be necessary to render the
milk practically colostrums-free and containing the minimum prescribed percentages of
milk fat and milk-solids-not-fat. In India, the term 'milk', when unqualified, refers to cow
or buffalo milk, or a combination of the two.
Page 50
Study on Consumer Satisfaction Level towards Nadini Milk
RESEARCH METHODOLOGY
“To Study on Consumer Satisfaction Level towards Nadini Shubham
Milk in Dharwad-Hubli City”
RESEARCH OBJECTIVES
1) TO know the awareness of Nadini Shubham Milk
2) To know the Customers Preference while buying the Milk
3) To compare the Pricing of Nandini Shubham Milk with other.
4) To Understand the factors influence to purchase Shubham Milk
5) To study the customer perception towards Shubham Milk
6) To Know opinion of consumer about the Nandini Shubham Milk
Sampling : The overall consumers of the milk. Hundred percent coverage was difficult
within the limited period of time. Hence the convenience sampling survey method was
adopted for the purpose of the study.
Sampling Size:
A sample of 100 was chosen for the purpose of the study. Sample consist of all the
consumers of the milk in Dharwad-Hubli city.
Sampling Procedure:
From the large number of customers of Nandini Milk users were selected.
Sampling method
Convenience Method (Non-probability sampling method )used
Field study: Directly approached respondents.
Data collection
Page 51
Study on Consumer Satisfaction Level towards Nadini Milk
1Primary data
The primary data is collected from the with the help of questionnaire
2)Secondary data
The required secondary data is collected from the company records, books, journal
and internet etc.
Page 52
Study on Consumer Satisfaction Level towards Nadini Milk
1 Personal Information
a) Age
Sl.No Age Frequency Percent Valid Percent Cumulative Percent
1 below 20 1 1.0 1.0 1.0
2 20-30 25 25.0 25.0 26.0
3 30-40 25 25.0 25.0 51.0
4 40-50 26 26.0 26.0 77.0
5 above 50 23 23.0 23.0 100.0
Total 100 100.0 100.0
age
below 20
1.0%
above 50
20-30
23.0%
25.0%
40-50
30-40
26.0%
25.0%
Inference
From the above graph 1it is clear that:
26% respondents are between 40-50 age
25% respondents are between 30-40 age
25% respondents are between 20-30 age
23% respondents are above 50age
1% respondents are below 20age
These data shows that nearly half of the respondents are in between 30 -50 age.
Page 53
Study on Consumer Satisfaction Level towards Nadini Milk
1 B) Gender
FrequencyPercentValid PercentCumulative Percent
Valid Male 55 55.0 55.0 55.0
Female 45 45.0 45.0 100.0
Total 100 100.0 100.0
gender
60
55
50
45
40
30
20
P e rce n t
10
0
male f emale
gender
Inference
From the above graph it is clear that
55% of the respondents are male
45% of the respondents are female
1 C ) Occupation
Page 54
Study on Consumer Satisfaction Level towards Nadini Milk
occupation
30
29
25
20
19
14
13
10
P e rce n t
0
homekares prof essoinals others
businessman job holders
occupation
Inference
From the above the diagram it is clears that:
29% of the sample population is job holder
25% of the sample population is others
19% of the sample population is businessman
14% of the sample population is homemakers
13% of the sample population is professionals,
These data shows that more number of respondents are job holders
1 D) Income
SL.No FrequencyPercentValid PercentCumulative Percent
Page 55
Study on Consumer Satisfaction Level towards Nadini Milk
income
5000-15000
15000-25000
in c o m e
above25000
0 10 20 30
Percent
Inference
From above the graph it is clear that
28% % of the sample population are having income less than Rs5000
27%% of the sample population are having income Rs5000-15000
23% of the sample population are having income between Rs15000-25000
22% of the sample population are having income above Rs25000
This data shows that majority of the respondents are having income less than Rs5000
Page 56
Study on Consumer Satisfaction Level towards Nadini Milk
yes
77.0%
Inference
From the above graph it is clear that
77%of the sample population is purchasing branded milk,
23% the sample population is not purchasing branded milk,
This data shows that most of the respondents are using branded milk.
Page 57
Study on Consumer Satisfaction Level towards Nadini Milk
Inference
From the above graph it is clear that:
42% of the respondents are taking Nandini Milk
25% of the respondents are using 2 or more brands
14% 0f the respondents are using other brands
10% of the respondents are using bharat milk
5% of the respondents are using arokya milk
4% of the respondents are using srikrishna milk
This data shows that the most of the respondents are using nandini milk
Page 58
Study on Consumer Satisfaction Level towards Nadini Milk
yes
97.00 / 97.0%
This data shows that almost all are know about Nandini Shubham Milk
Page 59
Study on Consumer Satisfaction Level towards Nadini Milk
Inference
From the above the graph it is clears that :
33% of the people are know the Nandini Shubham Milk from 2 or more
sources
25% the people are know Nandini Shubham Milk from the Family and
Friends
24% 0f the people are know Nandini Shubham Milk from the TV
Advertisement
10% the people are know Nandini Shubham Milk from the other sources
7% of the people are know Nandini Shubham Milk from Newspaper
1% of the people are know Nandini Shubham Milk from the Doctor
These data shows that most of the respondents are know about the Nandini
Shubham Milk from 2 or more than 2 sources.
Page 60
Study on Consumer Satisfaction Level towards Nadini Milk
Inference
Form the above the graph it is clears that :
This data shows that majority of the people are purchase the Nandini Shubham
Milk
Page 61
Study on Consumer Satisfaction Level towards Nadini Milk
Inference
From the above the graph it is clears that :
51 % of the people are using Nandini Milk daily
49 % of the people are using Nandini Shubham milk whenever required
This data shows that more than half of the respondents are using Nandini
Shubham Milk daily.
Page 62
Study on Consumer Satisfaction Level towards Nadini Milk
30
20
10
Percent
0
milk parlours door delivery milk agents others
Inference
From the above graph it is clear that :
37% of the people are taking milk from the Milk parlor
32% of the people are taking milk from the Milk Agents
27% of the people are taking milk from the Door Delivery
6% of the people are taking milk from the Others
These data shows that more number of respondents is taking milk from parlour.
Page 63
Study on Consumer Satisfaction Level towards Nadini Milk
Inference
From the above the graph it is clears that:
41% of the people are using 1Ltr Nadini Shubham Milk
36% of the people are using 500ml Nadini Shubham Milk
10% of the people are using 2Ltr Nadini Shubham Milk
7% of the people are using more than 2Nadini Shubham Milk
6% of the people are using 250ml Nadini Shubham Milk
This data shows that majority of the respondents are using 1 Ltr of Nandini Shubham
Milk
10) which factor influence you to buy the nandini Shubahm milk
SL.No FrequencyPercentValid PercentCumulative Percent
advertisement 23 23.0 25.6 25.6
word of mouth 39 39.0 43.3 68.9
availability 8 8.0 8.9 77.8
family doctor 1 1.0 1.1 78.9
Others 19 19.0 21.1 100.0
Total 90 90.0 100.0
Not Purchased 10 10.0
Total 100 100.0
Page 64
Study on Consumer Satisfaction Level towards Nadini Milk
Inference
From this above graph it is clear that :
43% of the people are influenced by the word of mouth factor
26% of the people are influenced by the advertisement factor
21% of the people are influenced by the others factor
9% of the people are influenced by the availability factor
1% of the people are influenced by the family doctor factor
This data shows that nearly half of the respondents are influenced by the word of mouth.
Page 65
Study on Consumer Satisfaction Level towards Nadini Milk
Inference
From the above graph it is clear that:
This data shows that majority of the people give the 1 rating to the Taste of Nandini
Shubham Milk
11 B) freshness
FrequencyPercentValid PercentCumulative Percent
Valid 1 56 56.0 62.2 62.2
2 27 27.0 30.0 92.2
3 7 7.0 7.8 100.0
Total 90 90.0 100.0
Not Purchased 10 10.0
Total 100 100.0
Page 66
Study on Consumer Satisfaction Level towards Nadini Milk
freshness
60
50
40
30
20
F re q u e n cy
10
0
1 2 3
freshness
Inference
From above the graph it is clear that
This data shows that most of the people liked the freshness of the Nandini
Shubham Milk.
11 c) packaging
Frequency Percent Valid Percent Cumulative Percent
Page 67
Study on Consumer Satisfaction Level towards Nadini Milk
These data shows that more than the half of the people rates the packaging of Nandini
Shubham Milk 2 rate.
11d) availability
availability
FrequencyPercentValid PercentCumulative Percent
Page 68
Study on Consumer Satisfaction Level towards Nadini Milk
availibiltiy
80
60
40
P e rce n t
20
0
1 2 3 4
availibiltiy
Inference
From above the graph it is clear that
This data shows that the availability of the Shubham Milk is good. Most of the
people rate 1 to the availability of Milk
11e) Thickness
FrequencyPercentValid PercentCumulative Percent
Page 69
Study on Consumer Satisfaction Level towards Nadini Milk
Inference
From above the graph it is clear that
81% of the respondents give the 1 rate the Thickness
12% of the respondents give the 2 rate the Thickness
6% of the respondents give the3 rate the Thickness
2% of the respondents give the 4 rate the Thickness
These data shows that most of the people are given 1 rate to the thickness of the Nandini
Shubham Milk.
Page 70
Study on Consumer Satisfaction Level towards Nadini Milk
Inference
From the above the graph it is clears that
49% of the respondents says that the availability of the Nandini Shubham
Milk is Good
27% of the respondents says that the availability of the Nandini Shubham
Milk is very Good
22% of the respondents says that the availability of the Nandini Shubham
Milk is Moderate
1% of the respondents says that the availability of the Nandini Shubham Milk
is Bad
1% of the respondents says that the availability of the Nandini Shubham Milk
is Very bad
These data shows that the availability of the milk is good. Nearly half of the
people rate it 2
13) according to you which are the parameter is important while purchasing nandini milk
FrequencyPercentValid PercentCumulative Percent
Page 71
Study on Consumer Satisfaction Level towards Nadini Milk
Inference
From the above the graph it is clears that
54% of the population sample is considered quality as parameter while buying milk
31% of the population sample is considered brand as parameter while buying milk
7% of the population sample is considered cost as parameter while buying milk
6% of the population sample is considered fat content as parameter while buying milk
2% of the population sample is considered ingredients content as parameter while buying milk
These data shows that majority off the population sample consider quality as parameter
while buying the milk.
14) Is there any schemes offered by nandini, which influenced you to purchase nandini
milk
is there any schemes offered by nandini, which influenced you to purchase nandini milk
Frequency Percent Valid Percent Cumulative
Percent
Valid yes 7 7.0 7.8 7.8
no 83 83.0 92.2 100.0
Total 90 90.0 100.0
Missing System 10 10.0
Total 100 100.0
Page 72
Study on Consumer Satisfaction Level towards Nadini Milk
92
80
60
40
P e rc e n t
20
0 8
yes no
Inference
From the above the graph it is clear that
93% of the people says there is no schemes are offered by the Nandini Shubham
Milk,
7% of the people says there is some schemes are offered by the Nandini Shubham
Milk,
These data shows that Most of the respondents are not given any offers Nandini Shubham
Milk. There is less scheme offered by Nandini Shubham .
15) Is there any discounts or other offers are given by the retailers
Frequency Percent Valid Percent Cumulative Percent
Valid yes 17 17.0 18.9 18.9
no 73 73.0 81.1 100.0
Total 90 90.0 100.0
Not Purchasing 10 10.0
Total 100 100.0
Page 73
Study on Consumer Satisfaction Level towards Nadini Milk
Inference
From the above the graph it is clear that :
19% of the respondents reveals there is some discounts or offers given by the
retailers,
These data shows that there is less discounts or offers are provided by the retailers.
16) Do you think that the pricing of NSM is worth of this product
Frequency Percent Valid Percent Cumulative Percent
Page 74
Study on Consumer Satisfaction Level towards Nadini Milk
Inference
From the above the graph it is clear that :
79% of the respondents says that Nandini Shubham Milk is worth itself
21% of the respondents says that Nandini Shubham Milk is not worth itself
This data shows that most of the sample population satisfied with the pricing of Nandini
Shubham Milk.
high
0% 6%
22%
43% moderate
0% competitive Page 75
29% 0%
affordable
Study on Consumer Satisfaction Level towards Nadini Milk
Inference
From the above the graph it is clear that :
44% of the respondents says the price of the Nandini Shubham Milk is High
29% of the respondents says the price of the Nandini Shubham Milk is Moderate
22% of the respondents says the price of the Nandini Shubham Milk is
competitive.
5% of the respondents says the price of the nandini Shubham Milk is Affordable.
These data shows that most of the sample population reveals that the price of
Nandini Shubham Milk is high.
18) Do you think a change in price may lead to change in consumption pattern of Nandini
Shubham Milk?
do you think a change in price may lead to change in consumption pattern of NSM
Frequency Percent Valid Percent Cumulative Percent
Valid definitely yes 25 25.0 27.8 27.8
yes 43 43.0 47.8 75.6
partial 15 15.0 16.7 92.2
no 7 7.0 7.8 100.0
Total 90 90.0 100.0
Missing System 10 10.0
Total 100 100.0
Page 76
Study on Consumer Satisfaction Level towards Nadini Milk
Inference
From the above the graph it is clear that :
47% of the sample population says YES that change in the Price may lead to
change in the consumption pattern of the milk.
27% of the sample population says DEFINITELY YES that change in the Price
may lead to change in the consumption pattern of the milk
18% of the sample population says PARTIAL that change in the Price may lead
to change in the consumption pattern of the milk
8% of the sample population says NO that change in the Price may lead to
change in the consumption pattern of the milk
These data shows that nearly of the respondents says a change in the price of Nandini
Shubham Milk may lead to change in their consumption pattern.
19)Are you satisfied with the services provided by the nandini retailers
FrequencyPercentValid PercentCumulative Percent
Page 77
Study on Consumer Satisfaction Level towards Nadini Milk
Inference
From the above the graph it is clear that
73% of the sample population is satisfied with the services provided by the
Nandini retailers.
27% of the sample population is not satisfied with the services provided by the
Nandini retailers.
This data shows that the majority of the people satisfied with the services provided
by the Nandini retailers.
Page 78
Study on Consumer Satisfaction Level towards Nadini Milk
Inference
From the above the graph it is clear that
This data shows that the most of the people do not want to shift to another brand.
Page 79
Study on Consumer Satisfaction Level towards Nadini Milk
no
37.8%
yes
62.2%
Inference
62% of the respondents not getting the milk all the day( morning to night)
38% of the respondents getting the milk all the day( morning to night)
This data shows that most of the sample population is not getting the Nandini
Shubham Milk properly.
22) Rate the satisfaction level with respect to NSM compared to others
Frequency Percent Valid Percent Cumulative Percent
Valid 1 36 36.0 40.0 40.0
2 29 29.0 32.2 72.2
3 23 23.0 25.6 97.8
4 2 2.0 2.2 100.0
Total 90 90.0 100.0
Not purchased 10 10.0
Page 80
Study on Consumer Satisfaction Level towards Nadini Milk
Inference
From the above the graph it is clear that
40% of the respondents are give 1 rank (very good) to the satisfaction level of
Nandini Shubham Milk
32% of the respondents are give 2 rank (good) to the satisfaction level of Nandini
Shubham Milk
26% of the respondents are give 3 rank (partial) to the satisfaction level of
Nandini Shubham Milk
4% of the respondents are give 4 rank (bad) to the satisfaction level of Nandini
Shubham Milk
This data shows that more number of respondents are satisfied with Shubham milk
23) If NSM is not available in your area’s retailer, will you wait till NSM is available or
shift others
FrequencyPercentValid PercentCumulative Percent
Vali wait 38 38.0 42.2 42.2
d
shift 52 52.0 57.8 100.0
Total 90 90.0 100.0
Not Purchased 10 10.0
Tota 100 100.0
l
Page 81
Study on Consumer Satisfaction Level towards Nadini Milk
Inference
From the above the graph it is clear that
58% 0f the sample population is not wait for the Nandini Shubham Milk
42%0f the sample population is wait for the Nandini Shubham Milk
Majority of the respondents are shift to another brand if Nandini Shubham Milk is not
available.
Page 82
Study on Consumer Satisfaction Level towards Nadini Milk
Inference
These data shows that most of the sample population wants changes in Nandini
Shubham Milk
Page 83
Study on Consumer Satisfaction Level towards Nadini Milk
Inference
From the above the graph 25 it is clear that
These data shows that most of the sample population wants changes in other factors
like supply, price, smell etc.
Page 84
Study on Consumer Satisfaction Level towards Nadini Milk
Inference
From the above graph - it is clear that
53% of the customers overall opinion about Nandini Shubham Milk is satisfied
24% of the customers overall opinion about Nandini Shubham Milk is
completely satisfied
20% of the customers overall opinion about Nandini Shubham Milk is partial
3% of the customers overall opinion about Nandini Shubham Milk is not satisfied
These data shows that most of the sample population is satisfied with the Nandini
Shubham Milk.
FINDINGS
The overall project is mainly on study on consumer satisfaction level towards
Nandini Shubham Milk in Dharwad – Hubli city. In this project the major findings are as
follows
Most of the customers age is between 20-50 years
55% Males are purchasing milk
29% of the people are Job holders
28% of the respondents have below Rs5000 income
77% of the people are using branded milk.
42% of the people are taking (prefer) Nandini Milk
97% 0f the people are know about the Nandini Shubham Milk
Page 85
Study on Consumer Satisfaction Level towards Nadini Milk
33% of the people are know the Nandini Shubham Milk from 2 or more sources
25% the people are know Nandini Shubham Milk from the Family and Friends
90% of the people are purchased the Nandini Shubham Milk
51 % of the people are using Nandini Shubham Milk daily
37% of the people are taking milk from the Milk parlor
41% of the people are using 1Ltr Nadini Shubham Milk
43% of the people are influenced by the word of mouth factor
87% of the respondents give the 1 rate the Taste
62% of the respondents give the 1 rate the Freshness
52% of the respondents give the 2 rate the Packaging
74% of the respondents give the 1 rate the Availability
81% of the respondents give the 1 rate the Thickness
49% of the respondents says that the availability of the Nandini Shubham Milk is
Good
1% of the respondents says that the availability of the Nandini Shubham
Milk is Bad
79% of the respondents says that Nandini Shubham Milk is worth itself
44% of the respondents says the price of the Nandini Shubham Milk is High
47% of the sample population says YES that change in the Price may lead to
change in the consumption pattern of the milk.
Page 86
Study on Consumer Satisfaction Level towards Nadini Milk
73% of the sample population is satisfied with the services provided by the
Nandini retailers.
62% of the respondents not getting the milk all the day( morning to night)
40% of the respondents are give 1 rank (very good) to the satisfaction level of
Nandini Shubham Milk
32% of the respondents are give 2 rank (good) to the satisfaction level of Nandini
Shubham Milk
58% 0f the sample population is not wait for the Nandini Shubham Milk
61% of the sample population wants change in other factors price, supply,
packaging etc.
53% of the customers overall opinion about Nandini Shubham Milk is satisfied
24% of the customers overall opinion about Nandini Shubham Milk is
completely satisfied
Suggestions:
The overall project is mainly on study on consumer satisfaction level towards
Nandini Shubham Milk in Dharwad – Hubli city. In this project the major
suggestions are as follows:
The Nandini Shubham milk has to maintain the same quality and
ingredients of the milk.
The advertisement of the Nandini Shubham milk may be make more
attractive.
The supply of the milk may improve .It can provide the milk within the
time so that customer can get the fresh milk.
The packaging of the milk is not so attractive, it may change the label or
colour and make it more attractive.
Page 87
Study on Consumer Satisfaction Level towards Nadini Milk
The company needs to provide the milk to retailers on time and supply
them whenever they required immediately.
Company can provide the some offers, discounts, and home delivery etc to
the regular customers.
CONCLUSION
I would conclude the project stating that the customers of the DHARWAD-
HUBLI City are satisfied with the Nandini Shubham Milk and they still needs good
offers and discounts as well as quality product in future days. The Nandini
Shubham Milk is a good product it can fulfill the requirement or expectation of the
customers. During the project I came to know about even though the most of
customers are satisfied with Shubham Milk but they are not purchasing it because
of reasons like non availability, price and some other reasons. Most of the
customers purchase milk which is available easily and don’t think about the brand
or quality. The retailers are also influencing them while purchasing milk. The
company maintain the same quality and apply some new improvements which may
help it to improve its market.
Page 88
Study on Consumer Satisfaction Level towards Nadini Milk
BIBILOGRAPHY
Book
Marketing Research
By A Parshurama, Dhruv Grewal and Krishna
By Tull Hawkins and Donald
Magazines
Indian Journal of MARKETING
Websites
Page 89
Study on Consumer Satisfaction Level towards Nadini Milk
kmf.com.in
www.Google.com
ANNEXURE
Page 90
Study on Consumer Satisfaction Level towards Nadini Milk
Questionnaire
Dear Sir/Madam,
Name:
Address: ---------------------------------------------------------------------------
------------------------------------------------------------- --------------
----------------------------------------------------------------------------
Contact Number :
Age: _______ Gender_______
Occupation:
a) Home makers b) Business c) Profession d) Others
Monthly Income [in Rs]
a) Below 5000 b) 5000-15000 c)15000-25000 d) Above 25000
1) Do you purchase branded milk?
a) Yes b) No
3) Which are the brand do you normally prefer?
a) Nandini b) Arokya c) Srikrishna d) Bharat e) Others
Page 91
Study on Consumer Satisfaction Level towards Nadini Milk
Page 92
Study on Consumer Satisfaction Level towards Nadini Milk
18) Do you think a change in price may lead to change in consumption pattern of Nandini
Shubham Milk?
Page 93
Study on Consumer Satisfaction Level towards Nadini Milk
others
Completely Satisfied ___ ___ ___ ___ ___ Completely Unsatisfied
23) If Nandini Shubham Milk is not available in your area’s retailers, will you wait
till Nandini Shubham Milk is available or shift others?
a) Wait b) Shift
24) Do you want any changes in the Nandini Shubham Milk?
a) Yes b) No
If YES answer question No 25.
25) Which factor of Nandini Shubham Milk may improve?
a) Packaging b) Contents c) Taste d) Others
If others specify__________________________________
26) What is your over all opinion about the Nandini Shubham Milk
Thank You
Signature
Page 94