CHAPTER-1

INTRODUCTION

OVERVIEW:

As we know milk is having short span of time in normal condition after that which is not
possible to consume, in addition to this lack of suitable transportation and refrigeration
facilities were major draw backs for the milk producers of early days. Meanwhile the rapidly
increasing population caused an imbalance between the demand and supply of milk. The
production and marketing of milk has been considered as a profitable business. Thus dairying
started in India, where the production of milk and its products takes place. The process of
collecting, chilling, pasteurizing the milk and preventing it from the micro bacteria and
packing is called dairying. The Indian dairy industry has grown after 1960’s then the large
number of modern milk plants and factories has been established. India is the world’s largest
milk producing country.
When India became independent in 1947 one of the major milk schemes
to be include in the country’s planned development was the Greater Bombay Milk Schemes
(GBMS) which consisted of a market. Milk plant in Bombay supplied with milk by the kaira
district co-operatives which had been existing since 1913 collecting and selling fresh milk to
local consumers. The first scale and systematic break through in dairy Co-operative Milk
Products Union is at Anand. Ultimately, the union came to be known as the Anand Milk
Union Limited abbreviated to Amul which in vernacular means highly valuable or beyond all
price.
The organized dairy industry has erased the alternation of 1994. The secretary of the milk
marketing herd of England at a press meet remarked the milk sold in Bombay has bacterial
count higher than the sewage of London.

Study of consumer behaviour helps the marketers to understand the consumers needs,
aspirations, expectations, problems etc. this knowledge will be useful to the marketers in
exploiting marketing opportunities and meeting the challenges of the market.
WAGES AND SALARIES:

Wages and salaries are the remuneration paid or payable to employees for work performed on behalf of

an employer or services provided. Normally, an employer is not permitted to withhold the wages or any part
thereof, except as permitted or required by law. Employers are required by law to deduct from wages, commonly
termed "withhold", income taxes, social contributions and for other purposes, which are then paid directly to tax
authorities, social security authority, etc., on behalf of the employee. Garnishment is a court ordered withholding
from wages to pay a debt.
Wages and salaries are typically paid directly to an employee in the form of cash or in a cash equivalent, such as
by cheque or by direct deposit into the employee's bank account or an account directed by the employee.
Alternatively, all or a part may be paid in various other ways, such as payment in kind in the form of goods or
services provided to the employee,[1] such as food and board.
For tax purposes, wages and salaries normally do not include other non-cash benefits received by an employee,
such as flights, payment of school fees etc. These are usually referred to as fringe benefits.
In the national accounts, in accordance with the System of National Accounts, wages and salaries are the sum of
remuneration paid to employees, including the values of any social contributions, income taxes, etc., payable to
employees. For administrative convenience, or due to a legal requirement or some other reason all or a part of
such payments may actually be withheld by the employer and paid directly to tax authorities, etc., on behalf of the
employee. However, labour-related expenses of a business, such as payroll taxes, pension fund
contributions, social insurance schemes, workers' compensation insurance, etc., are not counted as wages and
salaries for national accounts purposes. Similar concepts apply to general accounting treatment of labour
expenses.
Wages and salaries in cash consist of such amounts payable at regular intervals, such as weekly, monthly or
other intervals, including payments by results and piecework payments; plus allowances, such as those for
working overtime; plus amounts paid to employees away from work for short periods (e.g., on holiday, sick leave,
etc.); plus ad hoc bonuses and similar payments; plus commissions, gratuities and tips received by employees.
Wages and salaries in kind consist of remuneration in the form of goods or services that are not necessary for
work and can be used by employees in their own time, and at their own discretion, for the satisfaction of their
own needs or wants or those of other members of their households.
Wages and salaries are the remuneration paid or payable to employees for work performed on behalf of
an employer or services provided. Normally, an employer is not permitted to withhold the wages or any part
thereof, except as permitted or required by law. Employers are required by law to deduct from wages, commonly
termed "withhold", income taxes, social contributions and for other purposes, which are then paid directly to tax
authorities, social security authority, etc., on behalf of the employee. Garnishment is a court ordered withholding
from wages to pay a debt.

In the national accounts, in accordance with the System of National Accounts, wages and salaries are the sum of
remuneration paid to employees, including the values of any social contributions, income taxes, etc., payable to
employees. For administrative convenience, or due to a legal requirement or some other reason all or a part of
such payments may actually be withheld by the employer and paid directly to tax authorities, etc., on behalf of the
employee. However, labour-related expenses of a business, such as payroll taxes, pension fund
contributions, social insurance schemes, workers' compensation insurance, etc., are not counted as wages and
salaries for national accounts purposes. Similar concepts apply to general accounting treatment of labour
expenses.
Wages and salaries in cash consist of such amounts payable at regular intervals, such as weekly, monthly or
other intervals, including payments by results and piecework payments; plus allowances, such as those for
working overtime; plus amounts paid to employees away from work for short periods (e.g., on holiday, sick leave,
etc.); plus ad hoc bonuses and similar payments; plus commissions, gratuities and tips received by employees.
Wages and salaries in kind consist of remuneration in the form of goods or services that are not necessary for
work and can be used by employees in their own time, and at their own discretion, for the satisfaction of their
own needs or wants or those of other members of their households

THEORETICAL FRAME WORK:

Software Engineer
About₹19T - ₹21T/moAvg. Total Pay
About₹19T - ₹21T/moBase Pay
Based on 1 SalariesFull Pay Details
See salaries from all locations
Electrical Engineer
About₹18T - ₹19T/moAvg. Total Pay
About₹18T - ₹19T/moBase Pay
Based on 1 SalariesFull Pay Details
See salaries from all locations
HR-Executive
About₹7L - ₹8L/yrAvg. Total Pay
About₹7L - ₹7L/yrBase Pay
About₹42T - ₹44T/yrAdditional Pay

CHAPTER-2

OBJECTIVES OF THE COMPANY :

1. Organise co-operatives of milk producers at village and district levels. Provide essential
inputs to enhance milk production, feed and fodder production.
2. Cross breeding programs, veterinary aid and take up development programs to provide
effective leadership and management skills to the milk producers to help them manage their
own 9200 cooperatives.
3. Develop infrastructure for processing of milk and manufacture of Dairy products and
market wholesome and quality milk and milk products.
4. Fulfill the consumer needs of liquid milk and milk products in the state.
5. Develop new products and packaging lines in tune with the changing scenario of consumer
market and needs.
6. Integrate Dairy Development with overall rural development efforts and provide greater
employment to the rural poor.
7. Today, there are 9200 co-operatives with 300 Women co-operatives and a membership of
over 8 lakhs people across the state.

2.5 BOARD OF DESIGNATION

DIRECTORS DIRECTORS
NAMES
SRI. MANDAVA JANAKI CHAIRMAN
RAMAIAH
SRI. THRIPURANENI BABURAO MANAGING DIRECTOR
SRI. VUYYURI ANJIREDDY DIRECTOR
SRI. ARJA VENKATA GANESH DIRECTOR
SMT. YERNENI SRIDEVI DIRECTOR
SRI. JAASTHI RADHA KRISHNA DIRECTOR
SRI. V.B.K.V. SUBBARAO DIRECTOR

The objectives of this research are to determine the following:

1. To study the consumer behaviour pertaining to Vijaya Dairy.
2. To determine Consumer satisfaction towards Vijaya Dairy products.
3. To understand how consumer behavior affects the sales of the organization.
4. To give necessary suggestions for improvement

NEED OF THE STUDY:

A business with high service quality will meet or exceed customer expectations while
remaining economically competitive. Evidence from empirical studies suggests that
improved service quality increases profitability and long term economic competitiveness.
Improvements to service quality may be achieved by improving operational processes;
identifying problems quickly and systematically; establishing valid and reliable service
performance measures and measuring customer satisfaction and other performance
outcomes.

Scope of the study:

The scope of the project is to know the consumers’ satisfaction level towards vijaya in
present quality service.The study will help the company to understand the behavior of
individual while purchasing milk. The study will help the company to make strategies to
improve their services to meet customers’ expectation. The scope of my study is restricted
only to Vijayawada city.

Limitations of the study:

1. The study is based on a survey of customers, there is possibility that customer might not
give the right information due to like lack of interest.
2. This study time limitation is 6 weeks only .
3. Limited area of survey .
4. Customers’ and some of retailers have lack of interest while giving true feedback.

Sources Of Data Collection :

The information necessary for this research study is collected by tapping primary and
secondary sources. The sources are as follows:
1.Primary sources
2.Secondary sources.

Primary sources:
The primary data is mainly collection by personal interaction with the customers and retailers
of company.
a) Questionnaire: primary data is being collected from the customers through
questionnaire. It is the most common instrument in collection of primary data. Questions are
both open ended and close ended. Questions were simple and easy to understand. The
number of question was limited and not repeated.

The questions in the questionnaire were arranged in logical sequence. The questions were all
related to the topic , the questionnaire is prepared in such a
way to get much information about the consumer perception. The survey conducted on
random basis.
b) Personal interaction: it’s the face to face systematic conversation between the
interviewer &respondent to elicit information.

Secondary sources:
Sources of secondary data can be categorized into three board categories namely
a) Company websites
b) Related information from internet
c) Company reports
 CHAPTER-3

INDUSTRY PROFILE
1.1: ORIGIN OF THE INDUSTRY:
As we know milk is having short span of time in normal condition after that which is not
possible to consume, in addition to this lack of suitable transportation and refrigeration
facilities were major draw backs for the milk producers of early days. Meanwhile the rapidly
increasing population caused an imbalance between the demand and supply of milk. The
production and marketing of milk has been considered as a profitable business. Thus dairying
started in India, where the production of milk and its products takes place. The process of
collecting, chilling, pasteurizing the milk and preventing it from the micro bacteria and
packing is called dairying. The Indian dairy industry has grown after 1960’s then the large
number of modern milk plants and factories has been established. India is the world’s largest
milk producing country.
When India became independent in 1947 one of the major milk schemes to be include in the
country’s planned development was the Greater Bombay Milk Schemes (GBMS) which
consisted of a market. Milk plant in Bombay supplied with milk by the kaira district co-
operatives which had been existing since 1913 collecting and selling fresh milk to local
consumers. The first scale and systematic break through in dairy Co-operative Milk Products
Union is at Anand. Ultimately, the union came to be known as the Anand Milk Union
Limited abbreviated to Amul which in vernacular means highly valuable or beyond all price.
The organized dairy industry has erased the alternation of 1994. The secretary of the milk
marketing herd of England at a press meet remarked the milk sold in Bombay has bacterial
count higher than the sewage of London. 11
50% of world’s best buffalo bare population and 15% of the total cattle population are in
India, producing 51.4 million tones of milk p.a (1990). In the year 1950-51 , it is being 17
million tones. India now ranks third in the world after the erstwhile Soviet Union and United
States. The per-capita availability of milk to increases from 173 grams in 1990 to 190 grams
a day in 1995 for a human population of 908 million. The import of milk solids has already
been ended. In fact, India recently exported 30,000 tons of milk powder to neighboring
countries.
1.2 GROWTH OF DAIRY INDUSTRY IN INDIA:
India Dairy industry is expected to maintain 15 per cent compounded annual growth (CAGR)
over 2016-20, and attain value of Rs 9.4 trillion on rising consumerism, a report said. "India's
Dairy industry is worth Rs 5.4 trillion by value, having grown at 15 per cent CAGR during
2010-16. Going ahead, the dairy industry is expected to maintain 15 percent CAGR over
2016-20, and attain value of Rs 9.4 trillion on rising consumerism, India has progressed from
being deficient in milk production at 20 million MT in 1970 to becoming the world's largest
milk producer at 160 million MT, accounting for 18.5%. Further, India is expected to emerge
as the largest Dairy producer by 2020, the report said.
The Union government implemented the Central Scheme National Dairy Plan - Phase 1
during 2012-17 to improve productivity of dairy cooperatives through several input activities.
Investments by private players in the domestic Dairy sector is also expected to further
augment milk productivity, it explained.
1.3 PRESENT POSITION OF DAIRY INDUSTRY IN INDIA : 12
• • The Economic Survey 2015-16 presented on Friday in the Parliament by the Union
Finance Minister Arun Jaitley emphasizes that the Indian agricultural system is
predominantly a mixed crop-livestock farming system, with the livestock segment
supplementing farm incomes by providing employment, draught animals and manure.
• • India ranks first in milk production, accounting for 18.5 % of world production,
achieving an annual output of 146.3 million tones during 2014-15 as compared to 137.69
million tonnes during 2013-14 recording a growth of 6.26 %. Whereas, the Food and
Agriculture Organization (FAO) has reported a 3.1 % increase in world milk production from
765 million tones in 2013 to 789 million tones in 2014.
• • Over the years, India has emerged as one of the world’s biggest producers of milk,
with the total ilk production rising from 122 million metric tons in 2010 to 171 million metric
tons in 2017.
• • The milk processing industry in India is expected to expand at a compound annual
growth rate (CAGR) OF 14.8% between FY2018 and 2023.

1.4 CHALLENGES FACED BY INDIAN DAIRY INDUSTRY :

1. Shortage of feed/fodder: Shortage of green fodder and feed concentrate is the root
cause of poor performance of dairy sector in general as the genetic milk production potential
of crossbred cow could not be exploited fully in absence of proper nutrition.

2. Lack of Marketing Facilities: Due to lack of marketing facilities and extension

services, there is poor perception of the farmers towards commercial dairy enterprise as an
alternative to other occupation. Insufficient Veterinary Services:
13
3. Due to Lack of proper veterinary extension system: There is poor perception to
the farmers towards dairy enterprise as a viable alternative to crop husbandry.

4. Middleman eat all the profits: Unorganized fragmented market for milk and milk
products involved a chain of middleman who reaps the actual benefit depriving the producers
from their due share.

PROBLEMS FACED BY THE INDUSTRY:

Perishability: Pasteurization has overcome this weakness partially. UHT gives milk long
life. Surely, many new process will follow to improve milk quality and extend its shelf life.
Lack of control over yield: Theoretically, there is little control over milk yield.
However, increased awareness of developments like embryo transplant, artificial
insemination and properly managed animal husbandry practices, coupled with higher income
to rural milk producers should automatically lead to improvement in milk yields.
Logistics of procurement: Woes of bad roads and inadequate transportation facility
make milk procurement problematic. But with the overall economic improvement in India,
these problems would also get solved.
Problematic distribution: Yes, all is not well with distribution. But then if ice creams
can be sold virtually at every nook and corner, why can’t we sell other dairy products too?
Moreover, it is only a matter of time before we see the emergence of a cold chain linking the
producer to the refrigerator at the consumer’s home! 14
Competition : With so many newcomers entering this industry, competition is becoming
tougher day by day. But then competition has to be faced as a ground reality.
• • Absence of a milk collecting system.
• • No access to selection and breeding services.
• • High attrition of skilled labour.

1.5 GOVERNMENT POLICIES :

Vendors and milk dealers dominate the informal market where the former generally procures
milk from producers and sells them to urban households, while the latter supplies to private
processing units. Of the milk that enters the formal and informal market, almost 45 percent is
consumed in the raw form while the remaining is processed to produce ghee, khoa, butter,
curd, milk powders, cottage cheese, etc. Liberalization of the Dairy Sector, the cornerstone of
India’s milk revolution, has been the cooperative dairy sector which was protected from
cheap subsidized imports through quantitative restrictions and by strict control over exports
and imports through the State-owned Indian Dairy Corporation. The competition from private
sector was controlled through licensing under the Industrial Development and Regulation Act
of 1951, which discouraged new entrants into the dairy processing sector. A suitable price-
environment was created and is considered as a key for the impressive growth in this sector.
All this changed in the early nineties when major financial and trade policy reforms were
initiated in all sectors of the Indian economy including the da+iry sector. The first step was to
encourage private participation and the dairy industry was de-licensed in 1991. That dairy is a
lucrative business became obvious when within a year of de-licensing; more than 100
privately-owned milk processing plants came up in the major milk producing states. Despite
their numerical 15
strength, the cooperative sector did not have the capacity to compete against these private
players flush with capital and fortified with modern technology. Realising this, the
government had to step in again and the Milk and Milk Products Order (MMPO) was issued
in 1992 under the Essential Commodities Act (ECA) to regulate production of milk and dairy
products. The MMPO reintroduced licensing and also required private players to set up their
own zones of procurement (milk- sheds) that were beyond the existing milk-sheds of
cooperatives. This was done to check private players from poaching on milk-sheds of the
cooperative sector. However, swept by the wave of liberalization, the government again
amended the MMPO in 2001 and allowed State governments to grant a one-time license to
the private sector, and also abolished renewal of license. In 2003, restrictions on setting up
milk processing and milk product manufacturing plants and also the concept of milk-sheds
were eliminated. The amended order emphasized sanitary, hygiene, quality and food safety of
milk and milk products.
GST act on dairy industry :
The government has taken a farmer centric approach in the proposed GST regime. It
should create a special class for the dairy industry by exempting all types of liquid milks,
sterilized milks, dahi, chhachh, lassi, shrikhand, paneer and so on from levy of GST and has
put milk powder, yoghurt, and other fermented or exchequer but an investment that would
spur growth in milk production, ensuring national food and nutritional security and
enhancing rural prosperity. Acidified milk and cream in 5% rate slab. Recovery of low tax
through dairy sector should not be considered as a loss to the national .
1.6 FUTURE PROSPECTS OF DAIRY INDUSTRY IN INDIA: 16
India’s white revolution has attracted world-wide attention and Indian performance is
expected to continue to play a major role in the future of the dairy industry in the world in
coming years. It is expected that the world milk production will rise to 867 MMT by 26 per
cent from current 714 MMT. However, as per the current CAGR of 4per cent and optimistic
project of 4.5 per cent, India’s milk production is estimated to touch 180 million MT by
2020. This will lead to increase of India’s share in the world milk production from the current
16 per cent to 21 per cent in 2020. The core of the dairy industry lies with the milk producing
farmer, who gets affected by many factors ranging from fuel and agricultural input prices to
government’s foreign policy. Hence, the state of milk producing farmer is crucial for the
dairy industry. To sustain the milk production there has to be a right mix of social,
environmental and economic factors influencing the farmer.
1.7 MAJOR COMPETITORS:
1. Amul (Anand Milk Union Limited): It is located at Anand in the state of Gujarat,India.
2. Jersey Dairy: It is located in Hyderabad, Telangana state.
3. Sangam Dairy: It is located in Chebrolu , Andra Pradesh.
4. Orissa State Cooperative Milk Producers Federation. It is located at Bhubaneswar,
5. Orissa, India.
6. Andhra Pradesh Dairy Development Cooperative Federation ltd. It is registered at
Hyderabad, Telangana.
7. Karnataka Co-operative Milk Federation. It is registered at Bengaluru Karnataka.
8. Dynamic Dairy Industry Limited. It is registered in Maharastra state,India

COMPANY PROFILE
ABOUT THE COMPANY:
AP Dairy Development Co-operative Federation Ltd manufactures milk and milk products
under the popular brand name “VIJAYA” and sells the same not only in AP but across the
country. It started in the year 1960 as integrated milk product under the a spices of the dairy
development department for collection of surplus milk in rural areas at the door steps of the
formers and provide quality milk to the urban and semi urban consumers.
APDDCF, as an enterprise of formers for Dairy development, had its genesis in 1981 with a
three tire cooperative structure.
1. Provides mechanism for regular timely pick up of milk.
2. Ensures minimum support price to the formers.
3. Ensures availability of milk and milk products at reasonable price.

2.1 HISTORY OF THE COMPANY:

1960 Integrated Milk Project (IMP)
1972 Dairy Development Department (DDD)
1974 A.P Dairy Development Corporation (APDDC) –IC Act-1956
1981 A.P Dairy Cooperation Federation (APDDCF)
2.2. VISION:
Dairying in the district to be the major instrument of strengthening rural economy and
making available safe milk and milk products.
MISSION:
“Farmer’s prosperity through technical innovations and customer orientation with specific
focus on quality and cost.”

OBJECTIVES OF THE COMPANY :

1. Organise co-operatives of milk producers at village and district levels. Provide essential
inputs to enhance milk production, feed and fodder production.
2. Cross breeding programs, veterinary aid and take up development programs to provide
effective leadership and management skills to the milk producers to help them manage their
own 9200 cooperatives.
3. Develop infrastructure for processing of milk and manufacture of Dairy products and
market wholesome and quality milk and milk products.
4. Fulfill the consumer needs of liquid milk and milk products in the state.
5. Develop new products and packaging lines in tune with the changing scenario of consumer
market and needs.
6. Integrate Dairy Development with overall rural development efforts and provide greater
employment to the rural poor.
7. Today, there are 9200 co-operatives with 300 Women co-operatives and a membership of
over 8 lakhs people across the state.
BOARD OF DIRECTORS DESIGNATION
DIRECTORS NAMES
SRI. MANDAVA JANAKI CHAIRMAN
RAMAIAH
SRI. THRIPURANENI BABURAO MANAGING DIRECTOR
SRI. VUYYURI ANJIREDDY DIRECTOR
SRI. ARJA VENKATA GANESH DIRECTOR
SMT. YERNENI SRIDEVI DIRECTOR
SRI. JAASTHI RADHA KRISHNA DIRECTOR
SRI. V.B.K.V. SUBBARAO DIRECTOR

STRATEGIES OF THE COMPANY:

The different strategies of company for maintaining and increasing its sales are as
follows:
PRODUCTS OF VIJAYA DAIRY

CURD

BUTTER MILK

GHEE

PANEER

DOODH PEDA

BUTTER

DATES COVA

MALAI LADDU

MILK CAKE

BASUNDHI

LASSI

BUTTER BURFI

CHOCOLATE BURFI

JONNA LADDU

KORRA LADDU

MIXED LADDU

RAAGHI LADDU

BLY BASUNDHI

MILK POWDER

S.F. MILK
U.H.T. S.F. MILK

R.T.C. S.F. MILK

BADAM MIX POWER

PRICING STRATEGY:
Price is the value that is put to a product or service and is the result of a complex set of
calculations, research and understanding and risk taking ability. A pricing strategy takes into
account segments, ability to pay, market conditions, competitor actions, trade margins and
input costs, amongst others.

PROMOTIONAL STRATEGY:
Promotion is one of the elements in marketing mix. It is a form of marketing communication
with an additional element of persuasion to accept idea product service. Promotion has two
important aspects.
PLACE :
This Company distributing their products to these places. Vijayawada city is divided into 24
zones. A separate milk route operating both morning and evening to distribute the milk to the
commission agents and cold-chain point connects each zone. In additional milk is distributed
through a separate route.

1.MACHILIPATNAM

2.GUDIVADA

3.JAGGAIAH PET

4.BHIMAVARAM

5.ELURU

6.KAIKALURU

7.BANTUMILLI

8.PAMARRU

9.KANKIPADU

10.VUYYURU

11.KUCHIPUDI
DISTRIBUTION STRATEGIES
Vijayawada city is divided into 24 zones. A separate milk route operating both morning and
evening to distribute the milk to the commission agents and cold-chain point connects each zone.
In additional milk is distributed through a separate route.
1. Local distribution with in the district, through distributors, stockiest and retailer, products are
delivered to these distributors/ stockiest/ retailers.
2. Distributors to outside district’s through stockiest and Ex-factory Direct sales through out the
country.
DAIRY MARKETING STRATEGIES :
Marketers use an assortment of strategies to guide how, when, and where product information is
presented to consumers. Their goal is to convince consumers to buy a particular brand or product.
Successful marketing strategies create a desire for a product.
A marketer, therefore, needs to understand consumer likes and dislikes. In addition, marketers
must know what information will convince consumers to buy their product, and whom
consumers perceive as a credible source of information. So dairy marketing strategies in the
context of globalization should be as:
1. Focused approach: while the product portfolio has been growing, Indian dairy industry should
plan for reach out to newer markets – but the strategy here is more product-specific.
2. Wider spread: however, as far as other dairy products are concerned, Indian dairy industry
should plan to expand across the board.
3. Create original marketing: Re-invent a product with a powerful marketing campaign. No
matter whether what is sold is milk, yogurt, butter, sour cream, or cheese, a truly original
commercial or print ad can cause consumers to think of the products in a new light.a catchy
slogan, a memorable spokesperson or an emotionally powerful commercial can go along way.
4. Introduce new or unknown products: offering consumers something they have never heard of
is a sure-fire way to peak interesting a product. There were 448 total new dairy product launches
in 2010
MILESTONES OF THE COMPANY:
1. 1998-99 Our union has unique opportunities of supply milk to our soldiers during the time of
kargil war. Our APS station was opened day and night utilizing th fullest capacity for processing
49,000 list of tetra pack milk a day and create a new national record, which as attained a good
name to our union at national level. In addition to that our employees has donated to 2.8 1 lakhs
of salaries for kargil war.
2. Vocational excellence award presented by rotary club of Vijayawada central (2008)
3. vocational excellence award presented by rotary club of vijaywada(2011)
4. Dr. Kurien award for the year 2011-12 by Indian dairy association, delhi for progressing the
cause of dairy development in the country under cooperatives.
5. Best milk product award by global achievers foundation, delhi(2012)

6. BHARTH VISHKA RATAN Award by all india business development association, delhi
(2012)
7. AGRICULTURE SCIENCE Award by sudheekshan foundation, Vijayawada for rendering
great service to the society in their filed.
8. 8.2011-12 - Sri Mandava Janaki Ramaiah,Chairman was awarded National Level "Dr.Kurien "
award for is meritorious services rendered to Dairy industry at New Delhi by Indian Dairy
Association (IDA).
9. 2016-17 - Krishna Milk Union has received a prestigious Best performing award in Ration
Balancing Program (RBP) under NDP-1 in Southern Region from NDDB on 30-01-2017.
10. 01-JUN-2018 Dairy innovation award received from NDDB in the category of ‘ANIMAL
HEALTH AND MANAGEMENT’ in national level.
 CHAPTER-4

DATA INTERPRETATION
Are you Aware of “ Vijaya Diary” products?

A. Yes B. No
Options No of respondets Percentage
Yes 100 100
No 0 0
Total 100 100

Interpretation:
From the above table it is inferred that 100% of people are aware vijaya dairy products.
Inference:
All the respondents are aware of the Vijaya Dairy products

2. What is your main purpose of using milk?

a) Part of regular diet b)Festivals c)Functions d)Medical advice

OPTIONS NO OF RESPONDETS % OF RESPONDENTS

PART OF REGULAR DIET 100 100
FESTIVALS 0 0
FUNCTIONS 0 0
MEDICAL ADVICE 0 0
TOTAL 100 100

Interpretation:
The above table and graph shows that 100 percent of respondents of the vijaya dairy customers main purpose of using
milk as their regular part of diet.
Inference:
All the respondents use milk as part and parcel of regular diet.

3.Which product of “Vijaya” do you like most?

A. Milk B. Ghee C. Curd D. Lassi

OPTIONS NO OF REPONDENTS PERCENTAGE

MILK 23 23
GHEE 13 13
CURD 30 30
LASSI 34 34
TOTAL 100 100

Interpretation:
From the above table it is inferred that 23% of the consumer like milk among the products and 29.5% like curd and
34% like lassi and 13.5% like ghee.
Inference:
Most of the respondents likes lassi mostly in the products of Vijaya Dairy.
4. Which product you prefer more than the “vijaya Diary” milk?

A. Butter milk B. Curd C. Ghee D. All the above

OPTIONS NO OF REPONDENTS PERCENTAGE

BUTTER MILK 20 20
CURD 16 16
GHEE 5 5
ALL OF THE ABOVE 59 59
TOTAL 100 100

Interpretation:
From the above it is inferred that 19.5% of the people preferred to have Butter milk and 16% preferred to have curd and
only 5.5% prefer to have ghee and remaining 59% prefer 6to have butter mi9lk, curd, and ghee of vijaya products.
Inference:
Most of the respondents use all of the Vijaya Dairy products.

5. How frequently do you use vijaya diary milk product?

A. Daily B. Once in a week C. Twice in a week

OPTIONS NO OF REPONDENTS PERCENTAGE

ONCE IN A WEEK 95 95
TWICE IN A WEEK 4 4
ONCE IN EVERY 15 DAYS 1 1
DAILY 0 0
TOTAL 100 100
Interpretation:
From the above it is inferred that 95% of the people preferred to use daily and 3.5% preferred to user milk once in a week
and twice in week 1.5% prefer to use the vijaya product and remaining 0% prefer to use every 15 days.
Inference:
All the respondents use Vijaya Dairy products daily.

6. What type of consumer you are for “vijaya Diary” products?

` A. Regular B. Only in occasions `

OPTIONS NO OF REPONDENTS PERCENTAGE
REGULAR 100 100
ONLY IN OCCASIONS 0 0
TOTAL 100 100
Interpretation:
From the above table it is transferred that 100% of people are Regular consumers for VIJAYA DAIRY products.
Inference:
All the respondents are regular customers for Vijaya Dairy.

7. Are there any demotivations to you about Vijaya milk?

a) No liking b) Feel it costly c) Not felt need d) None of the above

NO OF RESPONDENTS % OF RESPONDENTS
YES 0 0
NO 100 100
TOTAL 100 100

Interpretation:
The above table and graph shows that 100 percent of viajya dairy customers don’t have any demotivations about
vijaya milk.
Inference:
All the respondents did not have any demotivations about Vijaya milk.

8.Where do you purchase “vijaya dairy” milk?

A) Milk Booths
B) Grocery stores
C) Bakery
D) Any other place

OPTIONS NO OF RESPONDENTS PERCENTAGE

MILK BOOTHS 54 54
GROCERY STORES 24 24
BAKERY 3 3
ANY OTHER PLACE 9 9
TOTAL 100 100

Interpretation:
From the above it io9s inferred that 54% of the people purchased from the milk booths and 34% purchased from the
grocery stores and only 3% purchased from the bakery. And remaining 9% of the people purchased from any other
place.
Inference:
Most of the respondents purchase Vijaya milk from milk booths

9.How many milk packets do you purchase Daily?

A. 6 B. 5 C. 4 D. 2
OPTIONS NO OF RESPONDENTS PERCENTAGE
SIX PACKETS 6 6
FIVE PACKETS 39 39
FOUR PACKETS 55 55
TOTAL 100 100
Interpretation:
From the above it is inferred that 55% of the people purchase in daily two packets. And 39% purchase three packets
only6% purchases four packets. And remaining no one of the people purchases five and six packets.
Inference:
Most of the respondents purchase two packets of Vijaya milk daily.

10. What type of milk do you typically consumer?

A. 6.5%fat milk C.3%fat milk

B. 1.5%fat milk D. 6%fat milk
The above table shows the what type of milk do you typically consume
PARTICULARS NUMBER PERCENTAGE
6.5%FAT MILK 17 17
1.5%FAT MILK 10 10
3%FAT MILK 36 36
6%FAT MILK 37 37
TOTAL 100 100

Interpretation:
From the above table 163.67% of the respondents are 6.5% fat milk, 10.00% of the respondents are 1.5%fat milk,
36.67% of the respondents are 3% fat milk, 36.67% of the respondents are 6% fat milk.
Inference:
Most of the respondents use 6% fat milk

11. What was the payment mode for the door delivery services?
OPTIONS NO OF RESPONDENTS PERCENTAGE
PRE PAYMENT 20 20
POST PAYMENT 25 25
DAILY BASIS 40 40
WEEKLY 15 15
TOTAL 100 100

Interpretation:
From the above graph it is show that the consumers mostly prefer weekly payments.25 percent of the consumer prefer
post payment while 20 percent prefer pre-payment. 15 percent consumer prefer daily payments.
Inference:
Most of the respondents choose weekly base payment mode.

12. What is your opinion on the prices of the vijaya products?

A. Mostly Reasonable B. Reasonable C. Unreasonable.

OPTIONS NO OF RESPONDENTS PERCENTAGE
MOSTLY REASONABLE 33 33
REASONABLE 49 49
UNREASONABLE 18 18
TOTAL 100 100
Interpretation:
From the above table it is inferred that 32.5% of the people are mostly reasonable and 49% of the4 people are
reasonable and remaining 18.5% of the people are unreasonable consumers for VIJAYA DAIRY products.
Inference:
Most of the respondents opinion about the price is known as reasonable.

13. Are you satisfied with the quality of “Vijaya Dairy Products”?

A. Yes B. No

OPTIONS NO OF RESPONDENTS PERCENTAGE

YES 92 92
NO 8 8
TOTAL 100 100

Interpretation:
From the above table it is inferred that 92% most of the people expressed satisfaction with the quality of products and
remaining 8% are mostly un satisfied with the quality of the products.
Inference:
All the respondents are satisfied with the Vijaya Dairy products.

14. What is your view on the consumer reach via by the “Vijaya Products”?

A. Excellent B. Good C. Average D. poor

OPTIONS NO OF RESPONDENTS PERCENTAGE
GOOD 49 49
VERY GOOD 36 36
NOT BAD 15 15
TOTAL 100 100
From the above table it is inferred that 48.5% of the people are satisfied with the media announcements regarding the
products and 72% are mostly satisfied and 31% are some satisfied and only 1% is not satisfied.
Inference:
Most of the respondents view on consumer reach by Vijaya dairy is good.

15. Do you find that there is easiness in the availability of “Vijaya products”?

A. Yes B. No C. Only in some areas

15. Do you find that there is easiness in the availability of “Vijaya products”?
A. Yes B. No C. Only in some areas
OPTIONS NO OF RESPONDENTS PERCENTAGE
YES 95 95
NO 0 0
ONLY IN SOME AREAS 5 5
TOTAL 100 100

Interpretation:
From the above table we inferred that most people 94.5% accept that it is easy to get the availability of these products
and some people 5.5% not accept that it is easy to get the availability of these products.
Inference:
All the respondents found Vijaya products available

16. How do you feel about the taste of the “vijaya products”?
A) Mostly satisfied B) Satisfied C) Un satisfied
OPTIONS NO OF RESPONDENTS PERCENTAGE
Mostly satisfied 28 28
Satisfied 72 72
Unsatisfied 0 0
Total 100 100
Interpretation:
From the above table we inferred that 71.5% people are mostly satisfied feel about the taste of the “vijaya products
and 28.56% people are satisfied feel about the taste of the “vijaya products”.
Inference:
Most of the respondents are satisfied with the Vijaya Products

17. Do you suggest any one to purchase” Vijaya Dairy milk products”?
A. Yes` B) No
OPTIONS NO OF RESPONDENTS PERCENTAGE
Yes 84 84
No 16 16
Total 100 100
Interpretation:
From the above table it is inferred that 83.5% of people opinion are suggested any one to purchase “Vijaya Diary milk
Products”. Remaining 16.5% OF People opinion are suggested any one to purchase” Vijaya Diary milk Products.
Inference:
Most of the respondents want to suggest others to Vijaya dairy products.
18. Are you satisfied with the grading of “Vijaya Dairy Products”?
A) Yes B) No
OPTIONS NO OF RESPONDENTS PERCENTAGE
Yes 81 81
No 19 19
Total 100 100
Interpretation:
From the above table it is inferred that 81% of people are satisfied with the quantity of the products and remaining
19% of the people are mostly unsatisfied with the quantity of the products.
Inference:
Most of the respondents are satisfied in the grading of the products.

19. When compared to the other competitor the products and features
Are ?

A. Excellent B. Good C. Average D. Poor

OPTIONS NO OF RESPONDENTS PERCENTAGE
excellent 33 33
good 67 67
fail 0 0
Total 100 100
Interpretation:
From the above table we inferred that 67% people are mostly satisfied and 133% people4 are satisfied with the
products and features of the competitors and 0% are mostly unsatisfied.
Inference:
Most of the respondents feel that Vijaya products are good when compared to the other
competitor products

20. Do you want some more retail outlets of “ Vijaya Products”?

A. Yes B. No
OPTIONS NO OF RESPONDENTS PERCENTAGE
yes 64 64
no 36 36
total 100 100
Interpretation:
From the above table it is inferred that 64% of the people said that some more retail outlets of Vijaya products are
required and 36% of people said no need.
Inference:
Most of the respondents feel to have more number of exculsive retail outlets of Vijaya
dairy

21. How far is your Vijaya retail outlet from?

A. Near B. Far C. Very Near D. Very far
OPTIONS NO OF RESPONDENTS PERCENTAGE
Near 67 67
Far 4 4
Very near 29 29
 Very far 0 0
Total 100 100
Interpretation:
From the above it is inferred that most of the people says that the Vijaya retail outlet is near and very near to their
place and only few says that it is far from their place.
Inference:
Most of the respondents found the Vijaya retail outlet near to them.

22. Do you feel that Vijaya Product, are healthy?

A. Yes B. No
OPTIONS NO OF RESPONDENTS PERCENTAGE
Yes 94 94
No 6 6
Total 100 100
Interpretation:
From the above table it is inferred that most of the people agrees that the “Vijaya” milk provides” vitamins and
proteins and some people agrees that it is only to some extent.
Inference:
All the respondents feel that Vijaya dairy products are healthy

23. What are the various brands you know in dairy products in your area?
A. Vijaya C. Heritage
B. Tirumala D. Model
PARTICULARS NUMBER PERCENTAGE
Vijaya 72 72
Tirumala 0 0
Heritage 0 0
Model 28 28
Total 100 100
Interpretation:
From the above table 71.67% of the respondents are Vijaya, 0% of the respondents are Tirumala, 0% of the respondets
are heritage, 28.33% of the respondents are Model.
Inference:
Most of the respondents are known about Vijaya brand.

24. Who suggested you to purchase vijaya products?

A. Friends C. Neighbours
B. Relatives D. Others
PARTICULARS NUMBER PERCENTAGE
Friends 25 25
Relatives 35 35
Neighbours 15 15
Others 25 25
Total 100 100
Interpretation:
From the above table 25.00% of the respondents are friends, 33.33% of the respondents are relpatives, 16.67% of the
respondents are neighbours, 25.00% of the respondents are others.
Inference:
Most of the respondents are suggested by their relatives to purchase Vijaya dairy products

25. If Vijaya is not available in your area’s retailer will you wait till vijaya available or shift to others?
A.Wait B. shift
OPTIONS NUMBER OF PERCENTAGES
RESPONDENTS
wait 30 30
shift 70 70
total 100 100

Interpretation:
The above table and graph shows that 70 percent of respondents of the Vijaya dairy customers will wait if Vijaya
products are not available. 30 percent of respondents will shift to others.
Inference:
Most of the respondents shift to other brand when they are not available of Vijaya dairy
products.

26. you want an changes in the Vijaya milk?

A.Yes B.No C.any suggestions

OPTIONS NO OF RESPONDENTS PERCENTAGE
Yes 25 25
No 70 70
Any changes 5 5
Total 100 100
Interpretation:
The above table and graph shows that 25 percent of the respondents of the Vijaya dairy customers said there is some
changes need to be happen. 70 percent of the respondents don’t need any changes. Only 5 percent of the respondents
suggest some changes.
Inference:
Most of the respondents don’t want any changes in the Vijaya dairy products.

27.Do you get the Vijaya milk at all the time (morning-night)?

A.Yes B.No
OPTIONS NO OF RESPONDENTS PERCENTAGE
Yes 90 90
No 10 10
Total 100 100
Interpretation:
The above table and graph shows that 90 percent of respondents of the Vijaya dairy customers are getting vijaya milk
at all times. 10 percent of the respondents are not getting at all times.
Inference:
All the respondents get the Vijaya milk all the time.

28. Major factors considered when buying Vijaya dairy products?

a) Taste b) Brand Image c) Reasonable Price d) Easy availability

OPTIONS NO OF RESPONDENTS PERCENTAGE
taste 60 60
brand image 10 10
 reasonable price 30 30
easy availability 0 0
total 100 100

Interpretation:
The above shows that 60 percent of vijaya customers consider taste as the major factor while buying vijaya milk.30
percent of customers consider reasonable price and only 10 percent of customers consider barnd image as the major
factor when buying viajya milk.
Inference:
Most of the respondents consider taste as the major factor when buying the Vijaya dairy
products

CHAPTER-5

FINDINGS AND SUGGESTIONS:

1. Are you aware of “Vijay Dairy” products?

Finding: It is found that the cosumers are aware of vijaya dairy products.
Suggestion: It is suggested that the company should follow same policies and measures to attract
new customers.
2. What is your main pupose of using milk?

Finding: It is found that the customers main purpose of using milk is as the part of their regular
diet.
Suggestion: It is suugested that the company should maintain good quality of milk and also
regular supply of milk to the customers.
3. Which product of “Vijaya” do you like most?

Finding: It is found that the customer like all the vijaya products other than milk.
Suggestion: It is suggested that the company maintain the same quality measures as followed for
the milk.
4. Which product you prefer more other than the “Vijaya Dairy” milk?

Finding: It is found that the consumers prefer other products also than milk.
Suggestion: It is suggested that the company should increase quality of products as well as
improved methods for new products.
5. How frequently do you use vijaya milk products?

Finding: It is found that the customer prefer buying milk on daily basis.
Suggestion: It is suggested that the company should produce milk in the required quantity and
deliver accordingly.
6. What type of consumer you are for “Vijaya Dairy” products?

Finding: It is found that the customer of vijaya dairy are regular customers and buy every day.
Suggestion: It is suggested that the company follows the same measures and services to sustain
its customers.

7. Are there any demotivations about vijaya milk?

Finding: It is found that the customers of vijaya milk does not have any demotivations regarding
vijaya milk.
Suggestion: It is suugested that the company should maintain its value and image positively in
the minds of the customer.
8. Where do you purchase “Vijaya dairy” milk?

Finding: It is found that most of the customers prefer buying from milk booths and grocery
stores.
Suggestion: It is suggested that the company provide enough products to the stores and increase
its outlets to case customers.
9. How many milk packets do you purchase daily?

Finding: It is founded most of the consumer buy two packets of milk daily.
Suggestion: It is suggested that company should maintain the required amount of milk available
for the customers.
10. What type of milk do you typically consume?

Finding: It is found that the customers are keen in buying three per cent
Suggestion: It is suggested that the company produce the milk according to the demand of the
customers.
11.What was the payment mode for the door delivery services?
Finding: It is found that the customers prefer weekly payments.
Suggestion: It is suggested that the company is should prefer the payment more convenient to
the customer.
12.What is your opinion on the prices of the vijaya products?
Finding: It is founded the vijaya products are reasonable and most of the consumers are agreed
with the prices.
Suggestion: It is suggested that company maintain reasonable pricing to attract more customers
as well as to sustain the existing customers
13.Are you satisfied with the quality of “Vijaya diary products”?
Finding: It is found that the customers are satisfied with the quality of product.
Suggestion: It is suggested that the company maintain the quality measure and try to improve the
quality.
14. What is your view on the media consumer reach by the “Vijaya Products”?

Finding: It is found that the consumer is satisfied with the product.

Suggestion: The company should reach the consumer expectations and try to meet the needs of
the consumers.
15. Do you find that there is easiness in the availability of “Vijaya Products”?

Finding: It is found that most of the consumers find that it is easy and available at every place.
Suggestion: It is suggested that the company established more such stores so that it easy to the
customers.
16. How do you feel about the taste of the “vijaya products”?
Finding: It is found that the customers are satisfied with the taste of the products.
Suggestion: It is suggested that the company should maintain quality measures and improve the
taste of the products.
17. Do you suggest any one to purchase “Vijaya Dairy milk products”?

Finding: It is found that the customers are likely to refer the products to others.
Suggestion: It is suggested that the company should maintain its goodwill to increase its brand
name.

18. Are you satisfied with the grading of “vijaya Dairy Products”?
Finding: It is found that the customers are satisfied with the grading of the products.
Suggestion: It is suggested that the company should maintain same grading system to maintain
its sales.
19. When compared to the other competitor the products and features of vijaya dairy are?

Finding: It is found that customers found the products are rated good when compared with other
brands.
Suggestion: It is suggested that the company should consider the competition in the market.
20. Do you want some more retail outlets of “vijaya Products”?

Finding: It is found that the customers are demanding more outlets of vijaya products.
Suggestion: It is suggested that the company should try to install more outlets to meet the
customer needs.
21. How far is your vijaya retail outlet from your house?

Finding: It is found that the customer have vijaya outlets near their houses.
Suggestion: It is suggested that the company maintain its outlets near the locality.
22. Do you feel that vijaya product, are healthy?

Finding: It is found that the customers feel vijaya products are healthy.
Suggestion: It is suggested that the company should abide the food and safety rules and maintain
health norms.
23. What are the varies brands you know in dairy products in your area?

Finding: It is found that the customers know different brands like model dairy.
Suggestion: It is suggested that the company should increase the promotional activities to reach
more customers.
24. Who suggested you to purchase vijaya products?
Finding: It is found that the customer know about the products through relatives and friends.
Suggestion: It is suggested that the company maintain good relationships with the customers so
that it increases the brand value of the company.
25. If Vijaya is not available in your area’s retailer will you wait till vijaya available or shift
to others?

Finding: It is found that the customers will shift to other products if vijaya products are not
available.
Suggestion: It is suggested that the company should maintain enough stock to reach the needs of
the customers.
26. You want an changes in the Vijaya milk?
Finding: It is found that the customer doesn’t want any changes in the products.
Suggestion: It is suggested that the company should maintain the same production measures.
27.Do you get the Vijaya milk at all the time (morning-night)?
Finding: It is found that the customers get products even at night time.
Suggestion: It is suggested that company should try to start 24*7 services.
28Major factors considered when buying vijaya dairy products?
Finding: It is found that the customers are considering majorly the taste of the dairy products
when buying the products.
Suggestion: It is suggested that the company should be more careful in maintaining the taste of
the products to increase its sales.

CONCLUSION
➢ The perception of most of the respondents about Vijaya Dairy products is
positive.

➢ The respondents are saying that they are willing to recommend Vijaya Dairy
products to others

BIBILIOGRAPHY

SNO. AUTHOR NAME REFERED BOOKS

1. PHILIP KOTLER Principles of Marketing – 11 th edition
Prentice Hall India.
2. PHILIP KOTLAR Marketing management – Millennium edition
3. V.S.RAMASWAMY& Marketing Management – 7th edition
NAMAKUMARI Millennium India Ltd.
4. G.C.BERI Marketing research – 6th edition
Tata McGraw Hill Co.Ltd.
5. LUCK DAVID & Marketing research -7th edition
ROBIN RONALD Prentice Hall India

QUESTIONNAIRE:
Name of the respondent:
Age:
Gender:
Area of residence:CITY/TOWN
Monthly income of the family:
No of members in the family-ADULT
Food habits:veg/non-veg:

1. Are you aware of “Vijaya Dairy” products?

(a) Yes
(b) No
2.What is your main purpose of using milk ?
a• a) Part of regular diet
b• b) Festivals
c• c) Functions
d• d) Medical advice

3.Which product of “Vijaya” do you like most?

a• (a) Milk
b• (b) Ghee
c• (c) Curd
d• (d) Lassi

4 Which product you prefer more other than the “Vijaya Dairy” milk?
a• (a) Butter milk
b• (b) Curd
c• (c) Ghee
d• (d) All the above

5.How frequently do you use vijaya milk products?

a• (a) Daily
b• (b) Once in a week
c• (c) Twice in a week
d• (d) Once in every 15days
6.What type of consumer you are for “Vijaya Dairy” products?
a• (a) Regular
b• (b) Only in occasions

7.Are there any demotivations about vijaya milk?

YES NO
a• a) No liking
b• b) Feel it as costly
c• c) Not felt any need
d• d) None of the above

8. Where do you purchase “Vijaya dairy” milk?

(a) Milk booths
(b) Grocery stores
(c) Bakery
(d) Any other place

9. How many milk packets do you purchase daily?

(a) 6
(b) 5
(c) 4
(d) 3
(e) 2
10. What type of milk do you typically consume?
(a) 6.5% fat milk
(b) 1.5% fat milk
(c) 3% fat milk
(d) 6% fat milk

11. What was the payment mode for the door delivery services?
a) Pre payment
b) Post payment
c) Weekly base
d) Daily

12 .What is your opinion on the prices of the vijaya products?

a• (a) Mostly reasonable
b• (b) Reasonable
c• (c) Unreasonable
13. Are you satisfied with the quality of “Vijaya diary products”?
a• (a) Yes
b• (b) No

14.What is your view on the media consumer reach by the “Vijaya Products”?
a• (a) Excellent

(b) Good
(c) Average
(d) Poor
15.Do you find that there is easiness in the availability of “Vijaya Products”?
a• (a) Yes
b• (b) No

16.How do you feel about the taste of the “vijaya products”?

a• (a) Satisfied
b• (b) Unsatisfied

17.Do you suggest any one to purchase “Vijaya Dairy milk products”?
a• (a) Yes
b• (b) No

18.Are you satisfied with the grading of “vijaya Dairy Products”?

a• (a) Yes
b• (b) No

19.When compared to the other competitor the products and features of vijaya dairy are?
a• (a) Excellent
b• (b) Good
c• (c) Average
d• (d) Poor

20.DO you want some more exclusive retail outlets of vijaya products?
a• (a) Yes
b• (b) No
21.How far is your vijaya retail outlet from your house?
a• (a) Near
b• (b) Far
c• (c) Very far

22.Do you feel that vijaya products, are healthy?

a• (a) Yes
b• (b) No

23.What are the other dairy brands that are sold in your area?
a• (a) Vijaya
b• (b) Thirumala
c• (c) Heritage
d• (d) Model

24.Who suggested you to purchase vijaya products?

a• (a) Friends
b• (b) Relatives
c• (c) Neighbours
d• (d) Others

25.If Vijaya is not available in your area’s retailer will you wait for vijaya milk or shift to others?
a• a) Wait
b• b) Shift

26.Do you want any changes in the milk?

a• a) Yes
b• b) No
c• c) Any suggestions

27.Do you get the Vijaya milk at all the time (morning-night)?
a• a) Yes
b• b) No

28. Major factors considered when buying vijaya dairy products?

a• a) Taste
b• b) Brand Image
c• c) Reasonable Price
d• d) Easy availability