Project Report on

“A Study on Retailer Perception towards Nandini Milk and Milk

products with Special reference to SHIMUL Shimoga city”

BY

SINDHU M C
(USN 4JN17MBA41)

Submitted to

VISVESVARAYA TECHNOLOGICAL UNIVERSITY,

BELGAUM
In partial fulfillment of the requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

Under the guidance of

INTERNAL GUIDE EXTERNAL GUIDE

Dr. Vikram .V Mr. S.G. Shekhar
Assistant Professor Administrative Manager
Department of Management Studies Dept. of SHIMUL
JNNCE, Shimoga Shimoga

Department of Management Studies

Jawaharlal Nehru National College of Engineering
SHIMOGA-577 204 (Karnataka)

(March-2021)

Introduction
India is one of the highest milk producers in the globe. It builds an entrepreneur over
the country. Milk productions will growth with the liberalization. Government is to
manage the national resource and upgrade milk processing by using new technologies.
Diary industry is helpful for social and economic development. The dairy industry
gets the milk from the small farmers. This occupation will get subsidiary. In 2001
gross output was 84.6 million. Producing the milk is the major source of many
farmers their lives is depending upon the milk production. The 10 million farmers are
belonging to 96000 local dairy and who sell the milk to 170 milk union. First the
dairy concept was started in North America and Europe and later it was spread over
the globe. After the 19th century they started not only the buffalos but also the cows
for the milk production to increase the milk production so that the consumers also get
the milk in lower price. The goat, sheep and camels are also used for milk production
these milks can also be used for the consumption.

Company Profile The Karnataka Milk Federation was started in 1984. In Kodagu the
first diary was started at 1955 and later KMF was originated. The Nandini Union is
producing 54 plus varieties of products. The Nandini Union is producing the products
like ghee, butter milk, butter, panner, khova, different flavored milk etc. SHIMUL
was established on 25-11-1987 under Karnataka Co-Operative Act and it spread its
operation over Shimoga, Davangere, Chitradurga and registered office at
Machenahalli. In Shimoga, SHIMUL was located in Machenahalli and its operation
was started in 21st 1971 with 22.17 lakhs of investment, with the capacity of 10000
litres per day. Here the Milk and Milk products first go to the distributer and then to
the retailers and the Nandini Union has its own retail outlets in the cities.

Literature Review

1. S Sumati (2016) More Indians are consuming vegetarian products and they give
more preference for milk and milk product from the years of decades. This will help
to increase the economy of the country. The hugest milk producing country is
America and next India. India have more number of best breed of cattle’s. The
customers are like to purchase the good quality product, they know the best branded
product through its promotional activities, taste etc.

2. A Ananda and Dr S Babu (2014) In now a days so many companies are introducing
the same types of products, so that computation also increasing. In Pondicherry more
than 70 percent are employed, they purchased the product which has good quality and
brand name, taste, popularity etc. even the product has good image in the market the
company still have to conduct the promotional activity to maintain the positive
attitude of the consumers.

3. Aluregowda (2013) The Nandini union was control by the government it has many
branches all over the state, named SHIMUL, BAMUL, MAMUL Nandini provides
the good 17 quality milk and milk products. The large milk supplier is MAMUL was
in Mandya when compare to other Nandini branches. It is made up with a hygienic
way, so it got a good brand image in the society. They always introducing the new
product into the market, it occupies a market in the major cities. In the survey Nandini
got a good result when compare to the other brands by its quality. So, till today they
got a good brand image.

Statement of the Problem

Topic – “ A study on retailer perception towards Nandini milk and milk product with
special reference to SHIMUL, Shimoga. Retailers plays a very important role; they
are the middleman b/w the producer and the final consumer. It’s necessary to study
the retailer perception because, the sales may come down due to the wrong
perception.
Need for the Study

 One of the major reasons for this study is to complete the academic year
 This study is helpful for the Nandini union, by this they got to know the retailer’s
opinion about the milk and milk products, so that the company can make change in
their products
Objectives
1. To study the SHIMUL marketing policies towards the retailers.
2. To access the retailer’s perception towards Nandini brand.
3. Analyze the various factors influencing retailer’s perception and expectation.

Research design: Descriptive research was used in this study. This study explains the
retailer perception towards SHIMUL. Research methodology is helpful to resolve the
research problems. And it involves the procedure to solve the research problems. And
this particular study is useful to obtain knowledge.
Sources of data:
The primary data is collected by the retailers and from the company employees to
get a direct information. By using structured questionnaire, the primary data is
collected, the questionnaire will be in the form of open and closed ended question and
it covers all the concepts.
Secondary data: Secondary data is collected by someone else in the past and that
data is used by the researcher in their study to get result. The way to collect the
secondary data is through websites, company journals, books etc.
Tentative Weekly Progress Report

SL.No. Date Work Performed Signature Signature Signature

of the of the of the
Student Guide (I) Guide (E)

1 22/02/2021 Orientation of the

to company,
27/02/2021 Collection of
Secondary data
relating to the
company &
 Industry.

2 01/03/2021 Visiting functional

to Departments
7/03/2021 (Marketing)
finalization of part
A

3 08/03/2021 Finalization of data

to collection,
14/03/2021 Research
Methodology, tool
(Questionnaire)
other formats etc.

4 15/03/2021 Collection,
to classification
21/03/2021 analysis of
collected primary
data and
completion of
research data.

5 22/03/2021 Analysis and

to interpretation of
28/03/2021 primary data with
summery of
findings.

6 29/03/2021 Finalization of
to report and approval
03/04/2021 of draft copy by the
guide (internal &
External).
Submitting the
same/

Students Signature Guide Signature Director Signature