PROJECT REPORT

ON
“CONSUMER PERCEPTION TOWARDS PRODUCTS
OF MULKANOOR WOMEN’S COOPERATIVE
DIARY”
Submitted in partial fulfillment of requirements for the award
on the degree of
MASTER OF BUSINESS ADMINISTRATION

Submitted by
Maloth Gopal
M22MB019

Under the guidance of

Dr. V. Nivedita Reddy

(Assistant Professor)

DEPARTMENT OF MANAGEMENT
(2022-2024)

KAKATIYA INSTITUTE OF TECHNOLOGY AND SCIENCE

HASANPARTHY (M), TELANGANA, 506015
 ACKNOWLEDGEMENT

I, express my deep sense gratitude to Dr. V. Nivedita Reddy HEAD OF THE

DEPARTMENT. Department Of Management Kakatiya Institute of Technology
& Science, Warangal for permitting me to carry out this report and guiding me
throughout this Endeavour, and also helping me to complete the report.

I, also express my sincere thanks to Dr. V. Nivedita Reddy HEAD OF THE

DEPARTMENT, Kakatiya Institute of Technology & Science, Warangal.

My almost thanks also goes to the FACULTY MEMBERS of DEPARTMENT

OF MANAGEMENT for their co-operation and help for the completion of this
report.

Finally, My thanks to one and all who contributed to my work directly or

indirectly.

With Gratitude

MALOTH GOPAL

(M22MB019)
 DECLARATION
I, MALOTH GOPAL bearing Roll No: M22MB019. Hereby declare that the
seminar report entitled “CONSUMER PERCEPTION TOWARDS
PRODUCTS OF MULUKANOOR WOMEN’S COOPERATIVE DIARY”
A Study is submitted by me for the partial fulfillment for the award of the degree
of Master of Business Administration to the Department of Management,
Kakatiya Institute of Technology and Sciences- Warangal.

Place: Warangal. MALOTH GOPAL

Date: M22MB019
 CONTENTS
CHAPTER-1 5-13
1.1 Introduction
1.2 Importance of the study
1.3 Need & Scope of the study
1.4 Objectives of study
1.5 Research methodology
1.6 Limitations of the study

CHAPTER-2 14-19

2.1 Company Profile

Chapter – 1
1.1 Introduction

Everybody in this world is a customer. Human beings need a variety of goods and
services right from cradle to grave. All customers are buyers and all buyers are not customers.
Then who are the customers and how they behave while purchasing a particular product is very
important for marketers. Consumer behavior refers to the buying behavior of the final
consumers – individuals and households who buy goods and services for personal consumption
(Howard 1989; Loudon and Bitta 1991). All the marketing process starts with the consumer
and hence the consumer is a very important person to a market. Consumer decides what to
purchase, for whom to purchase, why to purchase, from where to purchase, and how much to
purchase. In order to become a successful marketer, he must know the liking or disliking of the
customers. He must also know the time and the quantity of goods and services, a consumer
may purchase, so that he may store the goods or provide the services according to the likings
of the consumers (Cardiff, Still and Govani 1985). The manufacturers produce and the sellers
sell whatever the consumer likes. In this sense, “consumer is the supreme in the market”. As
consumers, we play a very vital role in the health of the local, national or international
economy. The decision we make on our consumption would affect the demand for the basic
raw materials, for the transportation, for the banking, for the production; they effect the
employment of workers and deployment of resources and success of some industries and
failures of others (Kotler1991). Thus, marketer must understand this. India is the largest
producer of milk in the world, but in terms of per capita availability (gm/day), its production
is low, compared to other developed countries. Milk is an essential commodity required on a
daily basis, and serves the consumers as directly as multiple products and for multiple industrial
products, for instance in the preparation of food and sweet items. Walter says that buyer
behavior is the process where by individuals decide what, when, where, how and from whom
to purchase goods and services. Consumer behavior is influenced strongly by cultural, social,
personal and psychological factors. Cultural factors society from family and other important
institutions (Kotler1991). The social factors include customer’s family, small group, social
roles and status. The personal characteristics such as buyer’s age, life cycle stage, occupation,
economic situation and life style influence a buyer’s decision (Howard 1989; Loudon and Bitta
1991).
1.2 Importance of the study

Presently fast-moving consumer’s goods (FMCG) market is very competitive in the

world. In this competition consumer is playing major role, every company investigates the
consumer behavior and thus learn the marketing strategies. The term consumer behavior is
defined as the behavior that consumer exhibits in searching for purchasing, using, evaluating
and disposing of products and services. There are numerous questions that include what they
buy it, when they buy it, where they buy it, how often they use it, how they evaluate it after the
purchase and the impact of such evaluation on future purchase and how they dispose of it
(Engel , David and Roger1968;Singh 1989) One of the most important constraints among the
consumers is that we use a variety of products on regular basis food, clothing, sheltering,
transporting education, equipment. As consumers, we play a vital role in the health of the
economy local, national and international. The decisions of consumers may affect the
employment of workers and the deployment of resources, the success of some industries and
the future of other.

1.3 Need and Scope of the study

Consumers are highly complex individuals, subject to a variety of psychological and

sociological needs apart from their survival needs. Needs and priorities of different consumers
segments differ drastically. Present day consumers have wide range of transportation needs,
and they take decision on how to spend their available resources such as time, money and effort
on the modes and means of transport.

The scope of the present study pertains to consumer behavior that is being carried out
in one of milk dairies Swakrushi under the umbrella of Mulukanoor Cooperative Rural Bank
and Marketing Society Ltd (MCRBMS) of Mulkanoor town of Bheemadeverapally Mandal
(cluster of villages) in Karimnagar district of Andhra Pradesh, India. The present study is under
taken to elicit the opinion of consumer behavior, on the milk consumption.
1.4 Objectives of the study
i. To know the consumer behavior towards milk consumption
ii. To study the regular source of milk of the consumer
iii. To examine the satisfaction of consumers towards Swakrushi’ s price and quality of the
milk product
iv. To find out the payment system and per capita house consumption of milk to provide
implications for the Swakrushi

1.5 Research Methodology

The study has been based on both the primary and secondary data. The primary data
was collected through a designed questionnaire. A structured questionnaire was designed and
administered among the respondents to give a fair representation to various attributes of the
consumer viz. age group, occupation and income of the consumers. All in all a sample of 100
consumers were selected for the present study in the Swakrushi dairy under the umbrella of
Mulukanoor Cooperative Rural Bank and Marketing Society Ltd (MCRBMS) of Mulkanoor
town of Bheemadeverapally Mandal (cluster of villages) in Karimnagar district of Andhra
Pradesh, India. The selection of customers was done on convenient random sampling
technique. No data base was collected from particular area as such it was a general market
survey done on Swakrushi milk. The data was also been collected through personal interviews
and observations. Collected data was tabulated and converted into percentages and tables were
analyzed.

The secondary data has been collected from various published articles, journals,
company reports, books on dairy and also from the websites like: www.indiandairy.com
1.6 Limitations of the study

I. The present study was based on 100 samples only.

II. The study was conducted in Mulkanoor town only. So this study was limited to this
town only and its a representative town in Karimnagar district.
III. The study was conducted on the Swakrushi milk consumers.
IV. The views of the people are biased therefore it doesn’t reflect true picture.
Chapter – 2
Company Profile

The Mulukanoor Women Cooperative Dairy (MWCD) came in to existence on

August 17, 2002. It is registered under the Andhra Pradesh Mutually Aided
Cooperative Socities Act., (AP Macs Act.,) of 1995. This is an ISO
22000:2018 certified Dairy. This is a Cooperative Dairy Union under which
there are 195 primary Women Cooperative Dairies (WDCs) spread in
Karimnagar, Warangal, Siddipet and Janagoan districts within a radius of
30 kilometers from Mulukanoor in Telangana State, India.
Mulukanoor women started exploring ways of investment which would
benefit a large section of poor people. After a lot of brain-storming, they
realized that many women had milch cattle and were already selling milk.
Thus, emerged the idea of promoting Dairy on Cooperative basis.
The Mulukanoor Cooperative Rural Bank (MCRB), a leading Agriculture
Cooperative in India which was promoted in 1956, agreed to support them
in Dairy venture in promotional and training aspects. When approached by
MCRB, the National Dairy Development Board (NDDB) also agreed to extend
its helping hand in technical aspects of forming the Dairy. The NDDB helped
the Dairy Union by taking the responsibility of supervising the construction
of the building and installation of machinery of the plant. Thus, the
Mulukanoor Women Cooperative Dairy has become reality.

Registration Status:
Of the 195 WDCs 193 are registered under AP Macs Act, of 1995. The Dairy
Union was registered on 23 October 2000, by three promoter Women
Cooperative Dairy Societies. The registration number of the Dairy Union is
AMC/KNR/DCO/2000/137.

Membership and Board:

As on 31.03.2022 the Dairy Union has 195 WDCs, which have a
membership of 22,453 thousand of Telangana rural women. Initially the
target was to promote 72 WDCs with a membership of 11 thousand in five
years and 15 thousand by the end of 10 years. Now, even within a period of
20 years itself the membership has raised to 22 thousand as against
expected 15 thousand.
The average membership of a WDC is 115. A WDC has a 10-Member Board
& 2 full - time paid employees for carrying out day- to-day work of the dairy
society.
The Board of the MWCD comprises 12 Board Members who are elected by
the Presidents of WDCs from among themselves. Each cluster of 14 to 17
WDCs based on village population is represented by one Board Member.
 Sr Starting Present
Particulars
No (2002-03) (2021-22)
1 Societies 68 195
2 Members in Societies 8426 22,453

3 Share Capital (Rs. In 2.01 575.28,

Lakhs)
4 Vikasapodupulu (Rs. In 11.89 323.12
Lakhs)
5 Staff in DCS 105 346

6 Staff In Union 28 132

Procurement and Payment:

The milk received by the Dairy Union on the very first day was 1,400 liters
and the first fortnight milk bill payment made was Rs 8.47 lakh. The
payments are made fortnightly to WDCs and they in turn pay their members
in the same way.

Services:
The Dairy Union arranges supply of cattle feed on subsidy to WDCs, which
in turn provide the same to their members. It has also provided Electronic
Milk Testing Equipment’s & Weighing Machines to WDCs on loan basis. The
Dairy Union has conducted a series of training programs for the Board
Members and staff of the WDCs in Management, Maintenance of Accounts
Records and Primary Health Maintenance of milch cattle. At every village
level, there is a trained veterinary helper to provide services in primary
health care of milch cattle. Dairy Union has providing artificial
insemination services to the cattle of WDCs’ members from 14 Artificial
Insemination clusters.
Statement showing the rate of subsidy provided by the Dairy Union to
its Members.

Sl Subsidy given to WDCs by Dairy

Particulars
No Union
1 Cattle Feed Rs. 100/- per Bag
2 Veterinary Medicines 50% Subsidy
3 Artificial Insemination Rs. 50/- per case
4 Fodder Seed 50% Subsidy
5 Vaccination & Deworming 100% subsidy
3% premium Subsidy on animal
6 Milch animal insurance
value.
 Accidental death 1,00,000/- and
Member & Her husband
7 natural death
under life insurance coverage
25,000/- each
Funeral expenses paid to
8 5,000/- each
Member & Her husband.
Trainings and Skill For members free of cost & other
9 development center at union states women
level on cost basic

Investment:
The total expenditure incurred by the Dairy Union for the erection of the
plant as on 31.12.2002 was Rs 331.37 lakhs. This amount was assisted as
a loan by the Cooperative Development Foundation (a non - government
organization) and this loan was repaid within 4 years. As on 31.3.2022 total
assets value is 2971 Lakhs.

Funds:
Rs 1000 per member at the WDC level is collected towards share capital of
the member in the respective WDC. And the same amount is remitted at the
Dairy Union by the WDC towards WDCs share capital in the Dairy Union.
With a view to be economically self- reliant 5% of the milk – bill is retained
at the Dairy Union towards WDCs Vikasapodupu (a saving product at Dairy
Union). This Vikasapodupu of WDCs is used as working capital at Dairy
Union.

The project has several favorable conditions prevailing in the area

ensured success. Some of them are, the wide spread existence of
Cooperative Institutions in the Dairy Union area, of which a large
number are also functioning in two tier structures similar to that
of the Dairy. The strong brand name of the MCRB is being used
in villages for mobilizing the members and in towns for
developing the market. Another factor, which is in favor, is the
distances both in the procurement and marketing side have been
deliberately kept at a minimum level. This helps in reducing the
spoilage of milk and transportation cost. The project also has
several opportunities for collaborative efforts in all services of
Dairy.
Structure of Mulukanoor Women Cooperative Dairy.

Sl Key
Level Size Structure
No Functions
1. Level 1 – Collecting milk 195 WDCs Active
Village Levelin morning and with 23,453 Members, who
Primary evening from members, supply 180
Women members every having liters per year
Dairy day electronic for 180 days
CooperativesProviding all milk testing constitute the
(WDCs) support and weighing General Body
services to equipment of the society
members i.e., and elect a 10-
fodder, cattle Total 195 Member
feed, veterinary Primary dairy Board with 5
health care, Cooperatives years term
cattle is period. A
insurance and computerized women paid
member and 104 secretary to
education WDCs have maintain the
services own accounts and
 Paying milk bill Buildings a male
fortnightly veterinary
assistant are
employed to
provide all the
services.
2. Level 2 – Sub  Collecting 1 lakh LPD Presidents of
District milk in Processing all the active
Level Dairy morning plant WDCs who
Union and supply at least
evening 20,000
from WDCs 8 Bulk Milk kilograms of
every day Chilling Units milk in a year
 Organizing Under constitute the
all support National General Body
services – Dairy Plan of the Dairy
fodder, (NDP) with Union and
cattle feed, the help of they elect a
veterinary National 12-Member
health Dairy Board from
care, cattle Development among 12
insurance Board constituencies
and (NDDB). demarcated
member for 4 years.
education The Dairy
services Union
 Paying milk employs at
bill to least 120 staff
WDCs including
fortnightly professional
 Processing staff to carry
of milk into on the regular
packaged work.
milk and
milk
products
 Marketing
of milk and
milk
products