INTRODUCTION

Marketing is the process of communicating the value of a product or

service to customers, for the purpose of selling the product or service. It is a
critical business function for attracting customers. From a societal point of
view, marketing is the link between a society's material requirements and its
Economic patterns of response. Marketing satisfies these needs and wants
through exchange processes and building long term relationships. It is the
process of communicating the value of a product or service through positioning
to customers. Marketing can be looked at as an organizational function and a set
of processes for creating, delivering and communicating value to customers, and
managing customer relationships in ways that also benefit the organization and
its shareholders.

Marketing is the science of Choosing target markets through market

analysis and market segmentation, as well as understanding consumer buying
behavior and providing superior customer value. There are five competing
concepts under which organizations can choose to operate their business; the
production concept, the product concept, the selling concept, the marketing
concept, and the holistic marketing concept. The four components of holistic
marketing are relationship marketing, internal marketing, integrated marketing,
and socially responsive marketing. The set of engagements necessary for
successful marketing management includes, capturing marketing insights,
connecting with customers, building strong brands, shaping me market
offerings, delivering and communicating value, creating long-term growth, and
developing marketing strategies and plans

1
According to Philip Kotler,
"Marketing Research is systematic problem analysis, model building and
fact finding for the purpose of important decision-making and control in the
marketing of goods and services".

INTRODUCTION ABOUT THE CURD

Curd is a traditional yogurt or fermented milk product, originating from

the Indian subcontinent, usually prepared from cow's milk, and
sometimes buffalo milk, or goat milk. It is popular throughout the Indian
subcontinent. The word curd is used in Indian English to refer to
(naturally probiotic) homemade yogurt, while the term yogurt refers to
the pasteurized commercial variety known as heat treated fermented milk.

Curd is made by bacterial fermentation of milk. In this process lactose in

milk is converted into lactic acid by several probiotic microorganisms. The
species involved in the fermentation depends on the temperature and humidity
of the environment, and may include Lactococcus lactis, Streptococcus
diacetylactis, Streptococcus cremoris, Lactobacillus delbrueckii subsp.
bulgaricus and Streptococcus thermophilus.

Curd starter is sometimes made with dried red chillies (or their stems) in

hot milk. Milk is boiled and then allowed to cool for a while. When lukewarm,
dried chili peppers or their stems are added. The reason for this tradition is that
dried chillies are rich in a type of lactobacilli, the bacteria that helps in
fermentation of milk to form curd. The bowl is then kept undisturbed in a warm
place for 5 to 10 hours.

2
 After the starter is made, or saved from previous batch of curd, milk is
boiled and cooled. In a separate bowl curd is mixed with its whey, and then
mixed together with the milk. It is then left to sit undisturbed for 5 to 10 hours.
For best results, add 3% skim milk powder. Premix 3% good curd in milk, then
add to the rest. Keep at 40-45C, covered with cloth to avoid cooling. Put in
fridge only when it's slightly sour. Avoid harmful bitter taste. Don't reuse bitter
curd. This practice can also be applied for making curd from milk substitutes,
such as soy milk.

3
 COMPANY PROFILE

Hatsun Agro Product Ltd. has been committed to enriching the lives of
customers by providing a range of high-quality dairy products.

HAP manufactures and markets products that cater to both cooking and
consumption, like, milk, curd, ice creams, dairy whitener, skimmed milk
powder, ghee, Curd and lots more.

Their brands have become household names in over one million Indian
houses. Arun Icecreams, Arokya Milk, Hatsun Curd, Hatsun Curd, Hatsun
Ghee, Hatsun Dairy Whitener and Ibaco have become popular choices across
the country. We also have a healthy global presence with dairy ingredients
exported to 42 countries around the world — primarily in America, the Middle
East and South Asian markets.

Their key focus is on delivering quality, and to that end, we have a

technically advanced system that works in accordance with time-tested business
processes across our 20 plants. To cater to the dairy requirements of a greater
number of families, we are always on the lookout for markets waiting to be
discovered.

Their brands enjoy considerable share in the states of Tamil Nadu,

Andhra Pradesh, Telangana, Karnataka, Puducherry, Kerala, Maharashtra, Goa,
Gujarat, Chhattisgarh and Odisha. This is made possible by the overwhelming
feedback from our consumers about the quality of our products. As always, we
are grateful for their appreciation, and will continue to develop our products
aided by prolific Research & Development team.

4
Board of Directors
Their leadership team is comprised of an experienced and diverse group
of Executive and Non Executive Directors who are pivotal towards guiding the
company to achieve its corporate vision.

The Company is managed by the Managing Director subject to the

superintendence, control and direction of the Board of Directors.

Executive Directors
C. SATHYAN
Mr. C.Sathyan is the Managing Director and is in charge of day-to-day
operations of the company. He has held various executive positions during his
career, spanning over 18 years. He has extensive experience in the field of
Dairy Industry and has been instrumental in driving the business growth of the
company. He was conferred with the title of ‘Doctor of Letters' for his
entrepreneurship and philanthropy by the International Tamil University, USA.

Non-Executive Directors
R.G. CHANDRAMOGAN
R.G. Chandramogan is the Chairman of our company. He has been in the
dairy business for more than 50 years. He is a recipient of the prestigious
patronage award in the year 2018 from the Indian Dairy Association in
recognition of the valuable services rendered by him in furthering the cause of
the Indian Dairy Association and of the dairy industry, through planning and
development.

SHRI. P. VAIDYANATHAN
SHRI. P. Vaidyanathan is the Non-Executive and Independent Director of
our company. He is a fellow member of the Institute of Chartered Accountants

5
of India and an associate member of the Institute of Company Secretaries of
India and the Institute of Cost and Works Accountants of India. He has over 30
years of experience in the finance functions.

SHRI. RAJENDRAN MUTHU

SHRI. Rajendran Muthu is the Non-Executive and Independent Director
of our company. He is a Graduate in Commerce and has rich experience in
Business / Commercial spheres over a period of 20 years. He is the Managing
Director of M/s V.V.V & Sons Edible Oils Limited possessing the fastest
growing oil brand in India named “Idhayam Mantra” which became the famous
household name.

SHRI. K.S. THANARAJAN

SHRI. K.S. THANARAJAN is the Non-Executive Director of our
company. He holds a master's degree in economics from the University of
Madras. He has been in the dairy business for more than 20 years and brings
with him a deep functional experience of the dairy industry

DR. CHALINI MADHIVANAN

Dr. Chalini Madhivanan is the Non-Executive and Independent Director
of our company. She holds a degree in Bachelor of Medicine and Bachelor of
Surgery from Madurai Kamaraj University and a diploma in ophthalmology
from Madras University. She completed a training program in radial keratotomy
and keratoplasty from the Institute of Clinical Ophthalmology, Kiryu Eye
Clinic, Japan. She has over thirty five years of experience in the medical
industry. She is the Managing Director of M.N. Eye Hospital Private Limited.

6
Milestones

 1970 - The company began its footprint with the introduction of Arun
Icecreams.
 1978 - First Arun Icecreams parlour
 1986 - M/s. Hatsun Foods Private Limited (HFPL) is incorporated as a
Private Limited Company. The same year HFPL was admitted as a
partner in Chandramohan company.
 1986 - In April, HFPL takes over Chandramohan company. HFPL was
allowed to register the brand name 'Arun' in its own name subject to a
royalty payment of 1% on the gross ice cream sales.
 1991 - Icecream Factory (Atlantic) — Salem Inauguration.
 1993 - Hatsun Dairy Private Limited (HDPL), promoted by M/s. Hatsun
Foods Private Limited, established. The Salem Dairy — Inauguration.
 1996- M/s. Hatsun Milk Food Limited (formerly known as Hatsun Foods
Private Limited) goes public.
 1998 - Changes name to M/s. Hatsun Agro Product Limited.
Amalgamation of M/s. Hatsun Milk Products Limited with M/s. Hatsun
Agro Product Limited.
 2000 - Kanchipuram Dairy Acquisition.
 2001 - Amalgamation of M/s. Ajith Dairy Industries Limited with M/s.
Hatsun Agro Product.
 2003 - Amalgamation of M/s. Hatsun Foods Company Limited with M/s.
Hatsun Agro Product Limited.
 2004 - Dairy Ingredient Plant — Inauguration (Salem & Kanchipuram)
 2007 - Dairy Ingredient Plant — 2nd Drier in Kanchipuram

7
  2020 - Hatsun Agro Product Ltd: A 50-year-young company's many
firsts!. Hatsun Agro Product Ltd reaches retail milestone with 3000
outlets

PRODUCT PROFILE

The Cornerstone of the Brand Philosophy of Hatsun Milk products stems

from the product essence in itself.

Milk sourced from very fine quality cows that are reared in the pastoral
heart lands. Fed on lush green grass, drinking clean water, breathing in crisp
fresh air and basking in golden sunlight, the cows provide creamy, frothy milk
that goes into the making of every dairy product of Hatsun.

The brand commands a national presence and is available in various

product forms - Cooking & Table Butter, Ghee, Curd, Yoghurt, Milk Beverage,
Dairy Whitener and Skimmed Milk Powder to name a few.

Coming in various sizes and packaging formats, the brand is rapidly

expanding its frontiers and growing at a steady pace.

Curd

8
 Creamy and delicious, Hatsun Curd is the perfect companion for
afternoon meals. Especially on hot summer days.

Lite Curd

Treat yourself to creamy and textured curd prepared with double toned
milk, and maintained to stay fresh.

Sweet Curd

Treat yourself to sweet and delicious Hatsun Sweet Curd. Made from
pasteurised and toned milk, Hatsun Sweet Curd is the perfect dessert for any
meal.

9
10
 OBJECTIVES OF THE STUDY

 To analysis the consumer regarding to Hatsun Curd in Cumbum.

 To find out about the price & quality of the Hatsun Curd.

 To find out why the consumer prefer the Hatsun Curd.

 To find out the purchasing point in Hatsun Curd.

 To known the product usage & availability in the market.

 To find out the competitors in this product.

11
 RESEARCH METHODOLOGY

Introduction
The essential purpose of marketing research is to provide information,
which will facilitate the identifications of an opportunity or problem situation
and manager in Arriving the best possible decision when such situations are
encountered. Research Methodology is a basic plan, which guides the research
project. It is a frame work, which specifies the type course of the data and data
collection periods.

Data collection
The task of data collection begins after a research problem has been
defined and research design (or) plan is prepared. While deciding about the
method of data collection to be used for the study. The research he should keep
in mind two types of data namely.

1. Primary Data
2. Secondary Data Primary Data

Primary data are those, which are collected for the time, and they are
original in character. They are primary data collected by the investigator himself
to study any particular problem.

Secondary data
Secondary data those which are already collected by someone for some
purpose and are available for the present study for instance, the data collected
during census operations are primary data to the department of census and the
same , study are secondary worker for some .study are secondary data. Our
sample survey is based on primary data.

12
Sampling

In our everyday life, we have been using sampling theory without

knowing about, for example ,a house wife tests a small quality of rice to see
whether it has been well-worked ,but will not inspect all the rice.

Another example a grain of what he purchase, similarly. A fruit merchant

does not inspect each fruit, but inspect only a few of them. By inspecting a few,
they simply believe that the samples give a correct idea about the population.
Most of our decisions are based on the examination of the a few items only that
is sample studies. Sampling means where only a few units of population under
study are considered for analysis is called sampling.

Sample unit
I chose my sampling area at Cumbum town for market survey of the
television.

Sampling Techniques
Sampling technique is a process of analyzing the selected data tool to
collect the data such as sampling.

Methods of Sampling
There are many methods of sampling the various methods can be grouped
under two groups.
1. Random Sampling
2. Non-random Sampling

Random Sampling
A random sampling sample is one where each item in the universe has an
equal chance of known opportunity of being selected.
13
Non-random Sampling
It gives based information because no importance has been given to each
and every unit of the universe. I have used random sampling techniques to
collect the samples. In random sampling, prefer to use "Stratified random
sampling".

Questionnaire
A questionnaire consisting of a list of enquiry is prepared.

Sampling Plan
What sampling unit should be studied?
What should be the sample size?
What sampling procedure should be used?
What contact method should be use?

Sampling size
The sample size taken for the survey is 100 respondents.

Tools used for analysis

The collected data were interpreted using percentage analysis is method.

14
 DATA ANALYSIS AND INTERPRETATION

This is an attempt to organize and summaries data in order to increase

results. Usefulness in such a manner that enables the researcher to relate critical
points with the study objectives. Sometimes these organizing and summarizing
of data requires the use of summary statistical measures.

Such as percentage averages and dispersions since most marketing data

are collected through the use of samples, the reliability of the summary
estimates is required to be determined. In this survey the collected data are
analyzed and interpreted by the percentage analysis method.

Percentage Analysis Method:

Percentage method to a special kind of Ratio Percentage is used in
making comparison between two or more series of data percentage to describe
relationship.
No. Of Respondents
Percentage = ———————————— x 100
Total respondents

Research Design:
A marketing research design specifies the procedure for conducting and
controlling the research project. The choice of particular research design would
follow from the problem. As such there is no single best design. However, any
marketing research study must explicitly state its plan about collection and
analysis of data.

15
 TABLE-1

RESPONDENTS USAGE OF CURD

No. of
S.No. Particulars Percentage
Respondents

1. Yes 90 90

2. No 10 10

Total 100 100

Source: Primary Data

Among the 100 Respondents

 90% of the respondents are using Curd.
 10% of the respondents are not using Curd.

16
 CHART-1

RESPONDENTS USAGE OF CURD

100 90
90

80

70
Percentage

60

50

40

30

20 10

10

0
Yes No

Particulars

17
 TABLE-2

RESPONDENTS PREFERENCE BRAND IN CURD

No. of
S.No. Particulars Percentage
Respondents
1 Hatsun Curd 50 55

2 Amul Curd 30 33

3 Nandini Curd 10 12

Total 90 100

Source: Primary Data

Among 90 Respondents
 55% of respondents prefer in Hatsun Curd.
 33% of respondents prefer Amul Curd.
 12% of respondents prefer in Nandhini Curd.

18
 CHART-2

RESPONDENTS PREFERENCE BRAND IN CURD

100

90

80

70
Percentage

60 55

50

40 33

30

20 12

10

0
Hatsun Curd Amul Curd Nandini Curd

Particulars

19
 TABLE-3

RESPONDENTS REASON FOR PREFERRING HATSUN CURD

No. of
S.No. Particulars Percentage
Respondents
1 Brand Name 10 20

2 Quality 20 40

3 Taste 20 40

Total 50 100

Source: Primary Data

Among 50 Respondents
 20% of respondents prefer Hatsun Curd for its brand name.
 40% of respondents prefer Hatsun Curd for its quality.
 40% of respondents prefer Hatsun Curd for its taste.

20
 CHART-3

RESPONDENTS REASON FOR PREFERRING HATSUN CURD

100

90

80

70
Percentage

60

50
40 40
40

30
20
20

10

0
Brand Name Quality Taste

Particulars

21
 TABLE-4

RESPONDENTS OPINION ABOUT THE PRICE LEVEL OF

HATSUN CURD

No. of
S.No. Particulars Percentage
Respondents
1 High 10 20

2 Reasonable 35 70

3 Low 5 10

Total 50 100

Source: Primary Data

Among 50 Respondents
 20% of respondents say that the Hatsun Curd price is high.
 70% of respondents say that the Hatsun Curd price is reasonable.
 10% of respondents say that the Hatsun Curd price is low.


22
 CHART-4

RESPONDENTS OPINION ABOUT THE PRICE LEVEL OF

HATSUN CURD

100

90

80
70
70
Percentage

60

50

40

30
20
20
10
10

0
High Reasonable Low

Particulars

23
 TABLE-5

RESPONDENTS OPINION ABOUT SUGGESTED TO BUY THIS

PRODUCT
No. of
S. No. Particulars Percentage
Respondents
1 Relatives 10 20

2 Neighbours 35 70

3 Family 5 10

Total 60 100

Source: Primary Data

Among 60 Respondents
 20% of respondents suggested to buy this product by relatives.
 70% of respondents suggested to buy this product by neighbours.
 10% of respondents suggested to buy this product by family.

24
 CHART-5

RESPONDENTS OPINION ABOUT SUGGESTED TO BUY THIS

PRODUCT

100

90

80
70
70
Percentage

60

50

40

30
20
20
10
10

0
Relatives Neighbours Family

Particulars

25
 TABLE-6

RESPONDENTS FEEL ABOUT HATSUN CURD USEFUL FOR

HEALTH
No. of
S.No. Particulars Percentage
Respondents

1. Yes 48 96

2. No 2 4

Total 50 100

Source: Primary Data

Among the 50 Respondents

 96% of the respondents feel that the Hatsun Curd was useful for health.
 4% of the respondents feel that the Hatsun Curd was not useful for health.

26
 CHART - 6

RESPONDENTS FEEL ABOUT HATSUN CURD USEFUL FOR

HEALTH

96
100

90

80

70
Percentage

60

50

40

30

20
4
10

0
Yes No

Particulars

27
 TABLE-7

RESPONDENTS OPINION ABOUT THE PACKING STYLE OF

HATSUN CURD

No. of
S.No. Particulars Percentage
Respondents
1 Good 40 80

2 Very Good 8 16

3 Bad 2 4

Total 50 100

Source: Primary Data

Among 50 Respondents
 80% of respondents say that the Hatsun Curd packing is good.
 16% of respondents say that the Hatsun Curd packing is very good.
 4% of respondents say that the Hatsun Curd packing is bad.

28
 CHART-7

RESPONDENTS OPINION ABOUT THE PACKING STYLE OF

HATSUN CURD

100

90
80
80

70
Percentage

60

50

40

30
16
20

10 4

0
Good Very Good Bad

Particulars

29
 TABLE – 8

RESPONDENTS GET THE KNOWLEDGE ABOUT

HATSUN CURD
No. of
S. No. Particulars Percentage
Respondents
1 Television 30 60

2 Magazine 10 20

3 Newspaper 10 20

Total 50 100

Source: Primary Data

Among 50 Respondents
 60% of respondents are getting knowledge from Television.
 20% of respondents are getting knowledge from Magazine.
 20% of respondents are getting knowledge from Newspaper.


30
 CHART – 8

RESPONDENTS GET THE KNOWLEDGE ABOUT

HATSUN CURD

100

90

80

70
60
Percentage

60

50

40

30 20
20
20

10

0
Television Magazine Newspaper

Particulars

31
 TABLE-9

RESPONDENTS FEEL ABOUT THE ADVERTISEMENT IS ENOUGH

FOR THIS PRODUCT
No. of
S.No. Particulars Percentage
Respondents

1. Yes 48 96

2. No 2 4

Total 50 100

Source: Primary Data

Among the 50 Respondents

 96% of the respondents feel that the advertisement is enough for this
product.
 4% of the respondents feel that the advertisement is not enough for this
product.

32
 CHART - 9

RESPONDENTS FEEL ABOUT THE ADVERTISEMENT IS ENOUGH

FOR THIS PRODUCT

96
100

90

80

70
Percentage

60

50

40

30

20
4
10

0
Yes No

Particulars

33
 TABLE-10

RESPONDENT OPINION ABOUT THE KIND OF CHANGES IN

HATSUN CURD
No. of
S.No. Particulars Percentage
Respondents
1 Price 30 60

2 Quantity 18 36

3 Quality 2 4

Total 50 100

Source: Primary Data

Among 50 Respondents
 60% of the respondents expect the changes of price.
 36% of the respondents expect the changes of quantity.
 4% of the respondents expect the changes of quality.

34
 CHART - 10

RESPONDENT OPINION ABOUT THE KIND OF CHANGES IN

HATSUN CURD

100

90

80

70
60
60
Percentage

50
36
40

30

20

10 4

0
Price Quantity Quality

Particulars

35
 TABLE-11

RESPONDENTS OPINION ABOUT THE CONSUMPTION PERIOD OF

HATSUN CURD
No. of
S.No Particulars Percentage
Respondents
1 Daily 30 60

2 Monthly 5 10

3 Weekly 15 30

Total 50 100

Source: Primary Data

Among 50 Respondents
 60% of respondents are consuming of daily.
 10% of respondents are consuming of monthly.
 30% of respondents are consuming of weekly.

36
 CHART-11

RESPONDENTS OPINION ABOUT THE CONSUMPTION PERIOD OF

HATSUN CURD

100

90

80

70
60
Percentage

60

50

40 30
30

20
10
10

0
Daily Monthly Weekly

37
 TABLE-12

RESPONDENTS OPINION ABOUT THE HATSUN CURD EASILY

AVAILABILITY IN YOUR AREA
No. of
S.No. Particulars Percentage
Respondents
1 Yes 46 92

2 No 4 8

Total 50 100

Source: Primary Data

Among the 50 Respondents

 92% of the respondents say that Hatsun Curd easily available in our area.
 8% of the respondents say that Hatsun Curd not available in our area.

38
 CHART-12

RESPONDENTS OPINION ABOUT THE HATSUN CURD EASILY

AVAILABILITY IN YOUR AREA

100 92

90

80

70

60
Percentage

50

40

30

20 8
10

0
Yes No

Particulars

39
 TABLE-13

RESPONDENTS OPINION ABOUT THE SUCCESS OF

HATSUN CURD
No. of
S.No. Particulars Percentage
Respondents
1 Advertisement 20 40

2 Quality 15 30

3 Goodwill 15 30

Total 50 100

Source: Primary Data

Among 50 Respondents
 40% of respondents say that the Hatsun Curd is good quality.
 30% of respondents say that the Hatsun Curd is taste.
 30% of respondents say that the Hatsun Curd is advertisement.

40
 CHART-13

RESPONDENTS OPINION ABOUT THE SUCCESS OF

HATSUN CURD

100

90

80

70
Percentage

60

50
40
40
30 30
30

20

10

0
Advertisement Quality Goodwill

Particulars

41
 TABLE-14

RESPONDENTS OPINION ABOUT THE DRAWBACK OF

HATSUN CURD
No. of
S.No. Particulars Percentage
Respondents
1 Packing 5 10

2 Price 40 80

3 Quantity 5 10

Total 50 100

Source: Primary Data

Among 50 Respondents
 10% of respondents say that the Hatsun Curd drawback is packing.
 80% of respondents say that the Hatsun Curd drawback is price.
 10% of respondents say that the Hatsun Curd drawback is quantity.

42
 CHART-14

RESPONDENTS OPINION ABOUT THE DRAWBACK OF

HATSUN CURD

100

90
80
80

70
Percentage

60

50

40

30

20
10 10
10

0
Packing Price Quantity

Particulars

43
 TABLE-15

RESPONDENTS OPINION ABOUT THE QUALITY LEVEL OF

HATSUN CURD

No. of
S.No. Particulars Percentage
Respondents
1 Excellent 40 80

2 Good 8 16

3 Taste improved 2 4

Total 50 100

Source: Primary Data

Among 50 Respondents
 80% of respondents say that the Hatsun Curd quality is excellent.
 16% of respondents say that the Hatsun Curd quality is good.
 4% of respondents say that the Hatsun Curd quality is taste improved.

44
 CHART-15

RESPONDENTS OPINION ABOUT THE QUALITY LEVEL OF

HATSUN CURD

100

90
80
80

70
Percentage

60

50

40

30
16
20

10 4

0
Excellent Good Taste improved

Particulars

45
 TABLE-16

USAGE THE TYPE OF PEOPLE

No. of
S.No. Particulars Percentage
Respondents
1 Children 20 40

2 Younger 10 20

3 Family Members 20 40

Total 50 100

Source: Primary Data

Among 40 Respondents
 40% of respondents usage the Hatsun Curd for children.
 20% of respondents usage the Hatsun Curd for younger
 40% of respondents usage the Hatsun Curd for family members.

46
 CHART-16

USAGE THE TYPE OF PEOPLE

100

90

80

70
Percentage

60

50
40 40
40

30
20
20

10

0
Children Younger Family Members

Particulars

47
 FINDINGS

 90% of the respondents are using Curd.

 55% of respondents prefer in Hatsun Curd.
 40% of respondents prefer Hatsun Curd for its quality.
 40% of respondents prefer Hatsun Curd for its taste.
 70% of respondents say that the Hatsun Curd price is reasonable.
 70% of respondents suggested to buy this product by neighbours.
 96% of the respondents feel that the Hatsun Curd was useful for health.
 80% of respondents say that the Hatsun Curd packing is good.
 60% of respondents are getting knowledge from Television.
 96% of the respondents feel that the advertisement is enough for this
product.
 60% of the respondents expect the changes of price.
 60% of respondents are consuming of daily.
 92% of the respondents say that Hatsun Curd easily available in our area.
 40% of respondents say that the Hatsun Curd is good quality.
 80% of respondents say that the Hatsun Curd drawback is price.
 80% of respondents say that the Hatsun Curd quality is excellent.
 40% of respondents usage the Hatsun Curd for children.
 40% of respondents usage the Hatsun Curd for family members.

48
 SUGGESTION

 The company should take necessary steps to concentrate distribution

channel.
 The company should change the packaging design of the Hatsun Curd.
 The company should try to increase its quality for increase the sales
volume.
 It should provide offer to their customer for increasing the customer
satisfaction.
 It should concentrate to increase the popularity of the Hatsun Curd by the
way the media.

49
 LIMITATIONS

 The study was done in Cumbum Town only.

 There was no response from the respondents during their working time

 The data collected from the respondent are not Satisfactory. Because the

correct information was not given

 Some respondents feel irritated to answer the questions.

 The time was conducted thought to collect the data respondents.

 The survey was conducted among the large size of simply of 100

respondents.

 Faced more difficulties in gathering data.

50
 CONCLUSION

The present study deals with the dairy activity is a subsidiary to

agriculture in India. Agriculture is known as gamble in the monsoon due to
inadequate and irregular rainfall. In India, where 80 per cent of the farmers are
small holders, agriculture should be supplemented with the subsidiary
occupation such as dairying, poultry, sheep rearing, cattle breeding etc. In those
activities, dairy is leading activity and plays a vital role in the rural economy.
Dairy helps to tackle the problem of unemployment. Dairy is being used as
poverty eradication because it provides employment to the rural landless, small
and marginal farmers with supplementary employment and regular source of
income and ultimately helps them to increase the standard of living.

From this filed survey, I know about her consumers preferences and then
needs on Hatsun Curd. Quality of Hatsun Curd is better than milk for this
respondents and also the respondents are ready to buy in future. This survey
method is the best method for collecting information regarding the product for
inner of the consumers.

Market survey' essential to start any business. So, each and a very
management students know about the market condition.

51
 BIBLIOGRAPHY

Marketing Research : S. Mustafa

Research Methodology : Philip Kotler

Research Methodology : Boyd, Westfall and Starch

Websites:

http://www.hap.in

http://www.itcportal.com

http://www.google.co.in/
http://www.blonnet.com/
http://www.just-food.com/
http://www.thehindubusinessline.com
http://www.indiainfoline.com/
http://www.foodindia.org
http://www.nseindia.com/

52
A MARKET SURVEY ON CONSUMER USAGE AND SATISFACTION
REGARDING HATSUN CURD IN CUMBUM TOWN

Name: _________________________ Occupation: _______________

Age: _________________________ Sex: M/F
Mobile No.: _________________________

QUESTIONNAIRE

l. Do you use any Curd in your cooking?

[ ] yes [ ] No
2. In which Hatsun Curd are you prefer ?
[ ] Hatsun Curd [ ] Amul Curd [ ] Nandini Curd
3. Why do you like Hatsun Curd ?
[ ] Brand Name [ ] Quality [ ] Taste
4. What do you fell about the price of the product ?
[ ] High [ ] Reasonable [ ] Low
5. Who suggested do you to buy the product?
[ ] Relatives [ ] Neighbours [ ] Family
6. Do you feel about the product is use full for health?
[ ] Yes [ ] No
7. What do you feel about the packing style of this product?
[ ] Good [ ] Very good [ ] Bad
8. Which media influenced you to buy this product?
[ ] TV [ ] Magazine [ ] Newspaper
9. Do you feel that the advertisement for this product enough?
[ ] Yes [ ] No
10. What type of change do you expect in Hatsun Curd?
[ ] Price [ ] Package [ ] Quality [ ] Quantity

53
11. At what time do you purchase the Curd ?
[ ] Daily [ ] Monthly [ ] Weekly
12. If Hatsun Curd easily available in the shop?
[ ] Yes [ ] No
13. Which are of all following reason for the success of Hatsun Curd?
[ ] Advertisement [ ] Quality [ ] Goodwill
14. What are the drawback you feel?
[ ] Packing [ ] Price [ ] Quantity
15. What is your opinion about this quality?
[ ] Excellent [ ] Good [ ] Bad
16. Which type of people uses more of this product?
[ ] Children [ ] Younger [ ] Family members
17. Do you give some valuable suggestions ?

54