A PROJECT REPORT On Consumer Perception Towards Nandini Milk

Consumer Perception towards Nandini Milk
CONTENTS
SL.NO
TITLE EXECUTIVE SUMMARY ABOUT INDUSTRY COMPANY PROFILE RESEARCH METHODOLOGY DATA ANALYSIS FINDINGS SUGGESTIONS CONCLUSION APPENDICES BIBLIOGRAPHY
PAGE NO 04-06 07-13 14-37 38-42 43-63 64 65 66 67-72
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EXECUTIVE SUMMARY RBKMUL is one of the member milk unions among 13 unions in the Karnataka state and functioning at Middle level between the Dairy Co-operative Societies (DCS) member and Karnataka Milk Federation (KMF) where the milk procurement, pasteurization, processing and marketing is taking place. It was a great experience to undergo summer in-plant training on A Study on Consumer Perception towards Nandini Milk at RBKMUL Raichur. During the study I tried my best to know the various departments of the company, from production to the marketing of milk. In the first half of my study i.e. Organizational study I found that Marketing department plays key role in the company. Babasabpatilfreepptmba.com 2
Consumer Perception towards Nandini Milk In this report I tried to know the Consumer Perception towards Nandini milk which may help the Marketing department of the company as well as to the company. The study focused on how exactly consumer perceived the Nandini milk. And does the consumer perceived according to the company? In the findings and suggestion part I tried to find the answers to the above.
Title of the Project:

The Study on Consumer Perception towards Nandini Milk
Objectives of the Study:

1. To know the consumer perception towards Nandini milk. 2. To know the customers awareness level. 3. To find the competitors effect on Nandini sales.
Statement of the problem:

Declining Nandini sales due to heavy competition in the market and the lack of loyal retailers. Sources of Data: 1. 2. Primary Data Secondary Data .
1. Primary Data: The information is collected from the personal interaction with the Employees of RBKMUL. 2. Secondary Data: this has been collected through company reports, manuals. And Information form the internet sources Information from the materials provided by the concern Babasabpatilfreepptmba.com 3
Has done marketing survey to know the consumer perception towards Nandini milk.
Findings:
The customer awareness level towards Nandini milk is excellent because all the 100 From the aware respondents 45% of respondents are using Nandini milk. Factors like Quality, taste and price influences more while choosing a brand More thickness, same taste and availability are the key reasons for alternative brand respondents are aware of it.
respectively. Out of 100 Nandini comes to 65 respondents mind when they think of milk. other than Nandini
Suggestions:
o The Nandini brand is having trust name in the market where it operates and
still the market is open for acquire, Company may take advantage of it through advertisements. o o The company may convince customers that due to less fat thickness of The company may keep one employee as Customer Relationship Executive. Nandini is less and that is good for health through advertisements/banners. Who will co ordinates between customers and company and also with retailers who may promote Nandini milk effectively on regular basis.
Limitation of the study:

I. This study covers only Raichur Unit, the part of RBKMUL.
Consumer Perception towards Nandini Milk II. The study is restricted for only 4 weeks. III. IV. only. The survey made in only 2 to 3 areas of Raichur city The study only focuses on consumer perception towards Nandini milk
Industrial Profile:
Introduction
On considering the diary industry in India has developed and developing as large industry and as per the certification of the International Dairy Industry India is the worlds largest milk producer and large numbers of industries are engaged in routine commercial production of pasteurized milk and milk products.
Origin of the Milk Industry:

Milk is the natures idea of food for infants and growing children in our country, except in rare cases of lactose intolerance. The importance of milk occupies in our diet has been recognized since Vedic time, and all modern research has only supported and reinforced this
Consumer Perception towards Nandini Milk view. In fact, milk is now considered not only desirable but very much essential to person from his childhood. In early days the household have to produce their milk by maintaining their family cows or buffalos or they should secure from their neighbors. As the urbanization develops only few households are able to keep a cow for private use. The high production cost, problem of sanitation etc.., restricted the practice, gradually the family cow in the city was eliminated and cattle were sent back to the rural areas, as a result farmers began to deliver milk over routs in the cities. This was the beginning of the fluid milk sheds which are surrounding the large cities now a day. 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.
To utilize the above environmental and marketing conditions, the processing and maintenance units were established by the name of MILK DAIRIES to bridge the s imbalance between high demand and less supply. 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 1960s then the large number of modern milk plants and factories has been established. India is the worlds largest milk producing country. After the independence dairy and animal husbandry taken vital importance. For this lot of development programs made by the government through Five year plans. This leads to formation of National dairy Development Board in 1965 and thus in 1970 decided to bring a White Revolution through out the country. Mr.Verghese Kurien is called as Father of White Revolution.
Consumer Perception towards Nandini Milk Verghese Kurien: born on November 26, 1921 at Kozhikode, Kerala is called the father of the White Revolution in India. He is also known as the Milkman of India. He was the chairman of the Gujarat Co-operative Milk Marketing Federation Ltd . (GCMMF). GCMMF is an apex cooperative organization that manages the Amul food brand. He is recognized as the man behind the success of the Amul brand. Amul had revenue of $1b USD in 2006-07. In addition to Kurien, people like Shri Dalaya, VH Shah, Madhukar Shah, Dr.AR Seth, Dr.Shabnis and Shri Tribhuvandas Patel have also played a significant role in the progress and development of Amul. He is credited with being the architect of Operation Flood -- the largest dairy development program in the world. Kurien helped modernise Anand model of cooperative dairy development and thus engineered the White Revolution in India, and made India the largest milk producer in the world. Milk co-operatives were already extant when Kurien came to Anand and were managed by Tribhuvandas Patel. His uncle, John Mathai, was an economist who served as India's first Railway Minister and subsequently as India's Finance Minister.
According to Charaka, the father of Ayurveda system of medicine explains the importance of the milk as, milk has ten properties viz, Sweetness, Coldness, Softness, Unctuousness, Density, Smoothness, Heaviness, Slowness and Charity
National Dairy Development Board Introduction:

The government of India constituted the National Dairy Development Board in the year 1965 Shri: - Lalbahadur Shastry initiated the setting up of NDDB. The board is registered under the societys registration act and public trust at the head office is at Anand and is organization in to 9 functional divisions.
Objectives of National Dairy Development Board
Consumer Perception towards Nandini Milk To sponsor, promote, manage, acquire, construct control any plant or work which promotes or advances the projects of general public utility reactions to dairying. 1. 2. To make available on request, information services to increase production development To provide international liaison with other national dairy boards and international to released to production and marketing of agricultural and food products. agencies in order to facilitate exchange of information and personnel as well as to assist in development of dairying in other countries.
SWOT ANALYSIS OF INDIAN DAIRY INDUSTRY Strengths:

Demand profile: Absolutely optimistic. Margins: Quite reasonable, even on packed liquid milk. Flexibility of product mix: Tremendous. With balancing equipment, you can keep on Availability of raw material: Abundant. Presently, more than 80 per cent of milk Technical manpower: Professionally-trained, technical human resource pool, built
adding to your product line. produced is flowing into the unorganized sector, which requires proper channelization. over last 30 years.
Weaknesses:
Consumer Perception towards Nandini Milk Perishability: Pasteurization has overcome this weakness partially. UHT gives milk long life. Surely, many new processes 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 cant 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 consumers home!
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. The market is large enough for many to carve out their niche.
Opportunities:
"Failure is never final, and success never ending. Dr Kurien bears out this statement perfectly. He entered the industry when there were only threats. He met failure head-on, and now he clearly is an example of never ending successes! If dairy entrepreneurs are looking for opportunities in India, the following areas must be tapped:
Value addition:
There is a phenomenal scope for innovations in product development, packaging and
presentation. Given below are potential areas of value addition:
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Consumer Perception towards Nandini Milk Steps should be taken to introduce value-added products like shrikhand, ice creams, paneer, khoa, flavored milk, dairy sweets, etc. This will lead to a greater presence and flexibility in the market place along with opportunities in the field of brand building. Addition of cultured products like yoghurt and cheese lend further strength - both in A lateral view opens up opportunities in milk proteins through casein, caseinates and Yet another aspect can be the addition of infant foods, geriatric foods and nutritional. terms of utilization of resources and presence in the market place. other dietary proteins, further opening up export opportunities
Export potential:
Efforts to exploit export potential are already on. Amul is exporting to Bangladesh, Sri
Lanka, Nigeria, and the Middle East. Following the new GATT treaty, opportunities will increase tremendously for the export of agri-products in general and dairy products in particular.
Threats: Milk vendors, the un-organized sector:

Today milk vendors are occupying the pride of place in the industry. Organized dissemination of information about the harm that they are doing to producers and consumers should see a steady decline in their importance. The study of this SWOT analysis shows that the strengths and opportunities far outweigh weaknesses and threats. Strengths and opportunities are fundamental and weaknesses and threats are transitory. Any investment idea can do well only when you have three essential ingredients: entrepreneurship (the ability to take risks), innovative approach (in product lines and marketing) and values (of quality/ethics).
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Consumer Perception towards Nandini Milk The Indian dairy industry, following its delicensing, has been attracting a large number of entrepreneurs. Their success in dairying depends on factors such as an efficient yet economical procurement network, hygienic and cost-effective processing facilities and innovativeness in the market place. All that needs to be done is: to innovate, convert products into commercially exploitable ideas. All the time keep reminding yourself: Benjamin Franklin discovered electricity, but it was the man who invented the meter that really made the money!
Company Profile
Introduction to RBKMUL:
RBKMUL is one of the member milk union among 13 unions in the Karnataka state and functioning at Middle level between the Dairy Co-operative Societies (DCS) member and Karnataka Milk Federation (KMF) where the milk procurement, pasteurization, processing and marketing is taking place.
Karnataka Milk Federation

Karnataka Milk Federation (KMF) sells products by the name of Nandini. They are famous for taste and quality. Nandini sweets like pedha, jalebi, paneer, curds and milk are consumed by thousands of people in India. As the name suggests it is the federation of milk producers association working on cooperative principles. Almost every district in state of Karnataka
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Consumer Perception towards Nandini Milk has milk producing co-operatives. The milk is collected from farmers who are its members, processed and sold in the market by the brand of Nandini. HISTORY OF KMF The Karnataka diary development corporation was established in the year 1975 under the World Bank assistance. The main objective was to organize the Anand pattern milk cooperative societies and there by helping the farmers to increase the milk production by getting technical input services and procuring the milk, procured by them around the year. In order to process and market the milk so collected, diaries and chilling centers where established in the southern part of Karnataka subsequently I the year 1984. It was converted into Karnataka milk federation (KMF). The KMF is the apex body according to National Development Board (NDDB).
Objectives:
1. To propose plan & organize programs for the purpose of the development of dairy &
their agriculture based & attired & biological on an intensive & national wide basis & to render assistance in the implementation of such program. 2. To adopt the co-operative strategy a more affective manner on an intensive manner on an intensive & national wide basis and to take such steps as may be a necessary for the purpose before said. 3. 4. To facilitate research & promotional activities in the field of dairying immensely animal To import technological know how to such organization in the co-operative or public husbandry, agriculture & horticulture. sector as are engaged in the production preservation or milk marketing of milk products.
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Consumer Perception towards Nandini Milk 5. To function as a channelising agency for the import & export of the milk & milk production & of the milk animals or bulls.
Karnataka Cooperative Milk Producers' Federation Limited:

Karnataka Milk Federation is the Apex Body in Karnataka representing Dairy Farmers' Cooperatives. It is the third largest dairy co-operative amongst the dairy cooperatives in the country. In South India it stands first in terms of procurement as well as sales. One of the core functions of the Federation is marketing of Milk and Milk Products. The Brand Nandini is the household name for Pure and Fresh milk and milk products. KMF has 13 Milk Unions throughout the State which procure milk from Primary Dairy Cooperative Societies (DCS) and distribute milk to the consumers in various Towns/Cities/Rural markets in Karnataka.
The first ever World Bank funded Dairy Development Program in the country started
in Karnataka with the organization of Village Level Dairy Co-operatives in 1974. The AMUL pattern of dairy co-operatives started functioning in Karnataka from 1974-75 with the
Financial assistance from World Bank, Operation Flood II & III. The dairy co-
operatives were established under the ANAND pattern in a three tier structure with the Village Level Dairy Co-operatives forming the base level, the District Level Milk Unions at the middle level to take care of the procurement, processing and marketing of milk and the Karnataka Milk Federation as the Apex Body to co-ordinate the growth of the sector at the State level.
OBJECTIVES OF KMF:
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Consumer Perception towards Nandini Milk The Karnataka Milk Federation is a co-operation apex body in the state of Karnataka for representing diary farmers organization and also implementing diary development activities to achieve the following objective. Providing assured and remunerative market for all the milk produced by the farmer Providing hygienic milk to urban consumers. To build village level institution in cooperative sector to manage dairy activity. To ensure providing of milk production inputs processing facilities disseminations up To facilitate rural development by providing opportunities for self employment at
members
know how. village level preventing migration to urban areas introducing cash economy and opportunity for steady growth.
13 Milk Unions of KMF

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. Bangalore Milk Union Belgaum Milk Union Bellary Milk Union Bijapur Milk Union D K Milk Union Dharwad Milk Union Gulbarga Milk Union Hassan Milk Union Kolar Milk Union Mandya Milk Union Mysore Milk union Shivmogga Milk Union Tumkur Milk Union
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THE GROWTH PROCESS

The growth over the years and activities undertaken by KMF is summarised briefly hereunder: 1976-77 416 37000 50000 95050 220 0.90 2007-2008 11063 1956163 3025940 2129790/:1.77LKPD 3010 342 2707.00
Dairy Co-operatives Membership Milk Procurement Milk Sales Cattle Feed Consumed Daily Payment to Farmers Turnover
Nos Nos Kgs/day Lts/day Kgs/DCS Rs.Lakhs Rs.Crores
World Bank Study Observations

The World Bank, in its study on the effect of Co-operative dairying in Karnataka, has pointed out that: those without. dairy cattle. Women who had no control on the household income have better control A single commodity MILK has acted as a catalyst in the change in the There is a positive impact on those at the lower end of the economic ladder in terms of Milk Money Socio-Economic impact of the rural economy. both in terms of landholding and caste. The families with dairy cattle are economically better than those without The villages with Dairy Co-operative Societies are much better off than
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PERSPECTIVE PLAN 2010

After the closure of OF-III project. Government of Karnataka and NDDB signed an MOU during February 2000, for further strengthening the Dairy Development Activities in Karnataka with an outlay of Rs.250 Crores. Consequent to the announcement of new lending terms and conditions by NDDB through an evolution of an action plan - Perspective 2010 to enable the dairy cooperatives to face the challenges of the increased demand for milk and milk products by focusing efforts in the four major thrust areas of Strengthening the Cooperatives. Enhancing Productivity, Managing Quality and building a National Information Network, plans are under implementation. The 4 Milk Unions viz., Dharwad, Tumkur, Bijapur and Gulbarga that were having accumulated losses were included for rehabilitation program under the Centrally Sponsored Scheme "Assistance to Cooperatives" which is also under implementation.
UNITS OF KMF: KMF has the following Units functioning directly under its control: Mother Dairy, Yelahanka, Bangalore. Nandini Milk Products, KMF Complex, Bangalore. Cattle Feed Plants at Rajanukunte/Gubbi/Dharwad/Hassan Nandini Sperm Station (formerly known as Bull Breeding Farm & Frozen Pouch Film Plant at Munnekolalu, Marathhalli Central Training Institute at KMF Complex, Bangalore. Quality Control Lab at KMF Complex, Bangalore.
Semen Bank) at Hessaraghatta
CATTLE FEED PLANTS

To supply 3 varieties of balanced Cattle Feed & Mineral Mixture, Karnataka Milk Federation owns Four Cattle Feed plants with installed capacity of 500 MTs per day and is
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Consumer Perception towards Nandini Milk manufacturing 10,000 MTs Cattle Feed on an average per month. Present utilisation of the plants on an average is 80%. The plants are located at Rajanukunte, Gubbi, Dharwad and Hassan which are all ISO Certified Plants.
DEMPO DAIRY INDUSTRIES LIMITED:

The Dempo Dairy Industries Limited, a sick unit Under the BIFR with a dairy at Aasangi, was taken over by KMF in 1993 under financial assistance from NDDB and GOK. The Plant is today an ISO-2000 certified plant.
The Dairy has a Powder Plant with a capacity of drying 1.0 Lakh litres per day. The plant mainly produces Butter, Skimmed Milk Powder and Ghee. Apart from selling the products under the Nandini brand, it still sells products under the brand name Bounce (of the erstwhile Dempo Dairy Industries Ltd.) in Goa and Bombay.
MOTHER DAIRY
(An ISO - 9002 and HACCP IS 15000 Certified Only Dairy in South India) Mother Dairy, Bangalore, a Unit of KMF, is set up by NDDB on 7.12.1984. The Dairy has a unique nature of homogenizing the milk and selling to its consumers through 92 Automatic Bulk Vending Booths and 92 FRP tanks. The Dairy also caters Milk in sachets and Milk Products through its 289 retailers. The average sale of milk per day is 2.08 Lakh litres during the year 2005-06. The entire requirement of milk is procured from Kolar Milk Union. The Dairy produces Butter, Ghee, Curds, Ice Cream & Skim Milk Powder. The activities of all the Departments at Mother Dairy are being carried out through an on-line computer system.
ICE CREAM PLANT:
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Consumer Perception towards Nandini Milk Mother Dairy has an Ice Cream Plant of 3000 Litres per day capacity which was expanded to 10000 liters. Day during Feb.2006. The plant started functioning from October 1997, producing Ice cream under Amul brand name as well as Nandini brand name. An Ice Cream sale on an average during 2006 is 8000 liters per day.
POWDER PLANT:
Mother Dairy has a Powder Plant with a capacity of 30 Tons/day commissioned on 16.10.2002. Surplus milk from Bangalore, Kolar, Mysore, Mandya, Tumkur, Hassan is received for conversion.
NANDINI MILK PRODUCTS (NMP):

With the main objective of supplying nutritious milk to the under-privileged through the Women and Child Welfare Department, the erstwhile Miltone Project was started during the year 1973 under assistance from Government of Karnataka. Out of 80,000 beneficiaries, mainly children, more than 70% belonged to Scheduled Caste and Scheduled Tribe. The production of Groundnut protein enriched Miltone, which was started in year 1973, was discontinued and Sterilized Flavored Milk was introduced in its place during the year 1992. The Miltone Project was renamed as "Nandini Milk Products" in the year 1995 with specialized production of sweet-based milk products, Sterilized Flavored Milk, Paneer, Khova etc. Mysore Pak, Premium Cashew Burfi, Premium Badam Burfi are very popular with the consumers who are highly appreciative of these quality milk products at a reasonable cost.
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Consumer Perception towards Nandini Milk Nandini Badam Powder, introduced during January 2000, is being exported to Singapore in 200 gm packs. Badam Powder in 10 gms pouches was also introduced during September 2002.
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POUCH FILM PLANT:

During the year 1995-96, due to inconsistency in terms of supplies and qualities of Milk Packing Film by suppliers, KMF decided to establish a Pouch Film Plant as backward integration. The Project Report was prepared by Institute of Rural Management, Anand. The project was established during 1997 with the help of National Co-operative Dairy Federation of India and Central Institute of Plastics Engineering & Technology (CIPET), Mysore, as technical consultant. The Project investment made was Rs.393.36 lakhs. Pouch Film Plant is situated in Marathally, HAL Road which is about 15 kms from Bangalore Bus Station. Present demand for Pouch Film of KMF Units and Member Unions is 3600 MTs per annum. The Pouch Film Plant began its commercial production since 1997-98. The Total Plant capacity is 1200 tons per annum. The film is being supplied to all the Member Unions & KMF Units based on their requirement & schedule.
MILK - ESSENTIAL FOR NOURISHMENT:

Milk is nature's ideal food for infants and growing children in our country, except in rare cases of lactose intolerance. The important place milk occupies in our diet has been recognized since Vedic times, and all modern research has only supported and reinforced this view. In fact, milk is now considered not only desirable but essential from the time the child is born. The baby is recommended to be breast-fed until it is weaned and thereafter given cow/buffalo/goat/sheep or similar domesticated mammal's milk till he or she reaches 12 years of age.
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Consumer Perception towards Nandini Milk The National Institute of Nutrition has recommended a minimum of 300 Gms daily intake of milk for children between 1-3 years of age and 250 Gms for those between 10-12 years, if they are vegetarian, and 250 Gms and 200 Gms for the same age groups of non-vegetarian children. In our country, most such adults consume milk only as whiteners for tea and coffee, some dahi or buttermilk.
WHAT IS MILK?
Milk may be defined as the whole, fresh, clean, lacteal secretion obtained by the complete milking of one or more healthy milky animals, excluding that obtained within 15 days before or 5 days after calving or such periods as may be necessary to render the milk practically colostrums-free and containing the minimum prescribed percentages of milk fat and milk-solids-not-fat. In India, the term 'milk', when unqualified, refers to cow or buffalo milk, or a combination of the two.
CHEMICAL COMPOSITION OF MILK (%):

Sl.No. 1 2 Species Cow Buffalo es Wat er 86.6 84.2 4.6 6.6 Fat Prote in 3.4 3.9 Lacto se 4.9 5.2 A sh 0. 7 0. 8
Future Vision of KMF:

To consolidate the gains of Dairying achieved in the state of Karnataka and with a view of efficiently chill, process and market ever developing and increasing milk procurement with an utmost emphasis on the quality and in the process conserve the SocioEconomic interest of rural milk producers.
Mission Statement of RBKMUL:

The Mission of RBKMUL is to provide timely technical facilities to members of Dairy Cooperatives Society and collection of good quality milk from the members by paying remunerative price and holds the responsibility of Supplying good quality milk and milk products to its customers by maintaining the Economic stability of the Union. Babasabpatilfreepptmba.com 22
Board of Directors in RBKMUL:

S.Timmareddy Somshekar reddy B.Suryanaryan Murty G.Satyanarayan Tulasi M.Satyanarayan Nagangouda K.Timmareddy Janaki Satyavati Sudhapranesh Hanmantappa Chairman (Nominated) Director Director Director Director Director Director Director Director Director Director (N) Director (N)
Objectives of the Organization:

To improve the customer satisfaction index. Conservation of Natural Resources and energy by adopting energy management Improve the quality of milk received from chilling centre bulk coolers. To provide assured technical support to members of Dairy Co-operative Societies. To provide good quality of milk and milk products to consumers. To build village institution Co-operative sector to manage the Dairy activities.
system for cost effectiveness.
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Areas of Operation:
RBKMUL is one of the well established Dairy; the Dairy operates its business in three Districts at north side of Karnataka. 1. 2. 3. Raichur District. Bellary District Koppal District
Details about Raichur District:

No. of Registered Talukas of Raichur Raichur Manvi Sindhanoor Devadurga Lingasugur Total Societies 20 49 85 06 01 161 No of Functional Societies 10 36 43 00 00 89 Milk Collection in Kgs (Per Day) 1047 5497 13597 00 00 20141
Bellary District:
Talukas of Bellary Bellary Siruguppa Hospet Sandur Kudligi H.B halli H. Hadagli Total 51 36 42 284 30 34 25 145 4558 6693 4876 19540 Regd. Societies 58 59 24 14 No.of functional Societies 26 24 05 01 Milk collection in Kgs/day 412 2266 529 206
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Koppal District:
Taluks Koppal Gangavati Yalburga Kustagi Total Regd. Societies 36 61 21 17 135 No. of Functional Societies 19 37 27 07 90 Milk collection in Kgs/day 2206 9765 2006 542 14519
Bellary Milk Union is marketing milk in Bellary, Koppal, and Raichur Districts through a network of 500 agents, 11 milk parlors and 21 govt. institutions. The average sale during the year 2008-09 is 90568 LPD. The total demand for liquid milk in the urban areas of milk union has been estimated at 1.90 lakhs LPD based on population, the unions market share is around 47.7%. The private brand share is around 39% in the packet milk share. Loose milk sale is estimated approximately 0.75 lakhs LPD by vendors sourcing milk from near by villages.
DEPARTMENTS OF THE RBKMUL:

There are five Departments in RBKMUL they are, 1. 2. 3. 4. 5. Milk Procurement and input section. Purchase Department. Production Department. Administration Department. Finance Department.
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Consumer Perception towards Nandini Milk 6. Marketing Department.
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Manager Technical input wing Deputy Manager Assistant manager
Procurement wing
Deputy Manager
Assistant manager
Extension officers
Clerks
Clerks
Helpers Organization chart of procurement and input department

The union carries procurement by setting up co-operative societies at village level. Later milk is collected in the chilling center, milk collected from the milk center, is first tested, there are milk testing equipments for this purpose. Then a survey on availability of transportation facilitates and productive capacities of villages are conducted. If the marketable surplus is more than 150 litters per day, a society is formed; further 10 promoters selected from village and are given responsibility of collecting the capital for society selling shares. Procurement is done twice a day and payment is made on the basis of percentage of the content Fat and SNF in the milk After this milk is sent to unions chilling center, whichever is near. At the chilling center, milk is chilled up to 4 degree Celsius. Letter this chilled milk is to sent to union insulated tankers for further processing. The main function of this department is to procure milk from different areas throughout the year
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Consumer Perception towards Nandini Milk PRODUCTION DEPARTMENT: Production department is the main department wherein the raw material is converted into finished into products. At RBKMUL production department is well planned & adequately equipped manufacturing set up where the entire necessary infrastructure is available. The quality of the product is also dependant on the production procedure. In RBKMUL the raw milk is processed to form the good quality of milk. During the processing the milk is differentiated depending on the contract of FAT & SNF (Solids Not Fat) The different types of milk different in quality are TYPES OF MILK Full Cream Milk Toned Milk Standardized milk Full Cream Milk Shubham milk . FAT 6% 3% 4.5% 6% 6% SNF 9% 8.5% 8.5% 9% 9%
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Organization chart of production department:
MANAGER Deputy manager

Assistant manager
Office staff
Assistant (stores) Clerk Assistant (account) Typist
Technical officer
Senior supervisor Junior supervisor Dairy operation Dairy technician Dairy worker
The structure of production department in RBKMUL. Raichur Unit
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Consumer Perception towards Nandini Milk Dairy Supervisor Senior technician Quality control dept Packing dept
PRODUCTION PROFILE: The Raichur Bellary Koppal Milk Union Limited Raichur is producing the Milk and curd products. Nandini Toned milk Shubham Milk Nandini curd In RKBMUL the raw milk is processed to form the good quality of milk during the processing the milk is differentiating depending on the content of fat and SNF (solids not fat). The different types of milk with difference in quality are:
TYPES OF MILK
CONTENT Fat (in %) 3.0 5.
SNF (in %) 8.5 9.
Toned milk Shubham Milk
OBJECTIVES OF THE PRODUCTION DEPARTMENT:
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Consumer Perception towards Nandini Milk 1. 2. 3. Maintain the standard quality of the product. Keep the customer satisfaction by qualified products. Cleanliness.
FUNCTIONS OF PRODUCTION DEPARTMENT:

1. 2. 3. Chilling the milk. Pasteurizations of milk. Package & store the milk in the stores at 4C
FLOW CHART OF PRODUCTION PROCESS
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Consumer Perception towards Nandini Milk COLLECTION OF MILK
CHILLING OF RAW MILK
CHILLED MILK STORAGE
PASTEURIZATION
STANDARDIZATION
PACKING STORAGE
MARKETING DEPARTMENT AND FINANCE DEPARTMENT NUMBER OF EMPLOYEES 01 01 01 01 01 01 01 DESIGNATION Deputy Manager Marketing Officer Account assistant Administration Assistant Marketing consultant Security guard Computer operator
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Functions:
Checking daily sales as per the respective agents. Finding new areas where there is demand for milk Issue tenders and receiving application for opening for new parlors and agencies. Fixing/organizing milk distribution routs Sending of milk/milk products are per the indents. Attending complaints from the agents. Meeting agents to solve their problems. Maintaining up date records of milk/milk products sale agents arise/institutional wise. Draws new advertising strategy. Financial department Collect the cash from dealers.
Annual Marketing Plan:

The Annual Marketing plan (AMP) 2009-10 is aiming at achieving the sales target of 1.01 Lakhs LPD by way of market coverage, market penetration and milk marketing extension work by field marketing staff with assumption that the quality of market milk will be improved on a continuous basis. Annual marketing plan is prepared in order to achieve the sales target by various marketing strategies, market interventions and sales promotional efforts with financial implications to be evolved in the form of an annual marketing plan to be implemented by the marketing staff of RBKMUL.
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Objectives of Annual Marketing Plan:

a. The basic objectives of preparation of AMP is to evolve the Unions sales and marketing strategies during year 2009-10 with the ultimate aim of increasing the sales volume by fulfilling customer satisfaction, customer relation and loyalty. The greatest challenge of sales and milk marketing of the union is to keep up wit the inevitable and constant changes in market place with the continuous entry of competitors and with the customers changing needs and wants in terms of milk product quality and services associated with its delivery and availability. It provides an insight into apply the best milk marketing practices in developing sales and marketing strategies and translating market changes into business opportunities.
Priorities and key objectives of RBKMUL during 2009-10

1. To keep a close watch on the customer needs and expectations on a continuous basis. 2. 3. 4. 5. 6. 7. 8. Studying as to what affects the RBKMUL in the outside marketing environment. Re positioning milk and its products and redefining services in the market. Managing advertisement campaign, direct marketing, publicity, special events etc.. Satisfying, retaining and building loyal customer through Customer Relationship Motivating the field marketing team through training. Developing appropriate and area specific channel of distribution of milk and milk Controlling and measuring the financial implications of sales and marketing extension
Management
products activities.
SWOT Analysis of RBKMUL Strengths
34
Consumer Perception towards Nandini Milk Strong Brand value and reliability Highest market share among the organized brands in packed milk market segment Strong distribution of network and better reach Good infrastructure facility compared to competitors Consistency in quality and timely supply of milk
Weakness:
Majority of Nandini dealers are not loyal Sales based on agents indent Miss match between consumers expectation in terms of quality No established system for Consumer Grievance Redressal
Opportunities
A large market with a good potential for liquid milk Growing industrial and institutional demand for Nandini milk Good scope in opening milk parlors at all Taluks and prime location in the district Milk delivery can be improved by introducing more and more TCD System at
head quarters Bellary ,Raichur, And Hospet cities to meat the market demand
Threats
High margin paid to retailers by competitors Flexibility in trade policy by the competitors Strong door delivery system of loose milk vendors
Major Competitors of the RBKMUL:
35
Consumer Perception towards Nandini Milk As per Business market major players in this region are, Arokya, Vijaya, TejaGold, Ksheera, Krishna and local loose milk sellers. According to the survey I made in Maddipet area of Raichur, most of the customers are using Non Nandini brands either Arokya, Teja or loose milk. The common reason I found that Nandini milk is containing excess amount of water compare to others. When I discussed about this with marketing manager, he told that most of the Nandini retailers are not loyal and they are promoting other brands because they offer more margin to them than Nandini and its variants.
Research Methodology:
Babasabpatilfreepptmba.com 36
Topic Of the study:

Consumers perception towards Nandini milk .
Research Objectives:
To determine Consumers perception towards Nandini milk. To Study the effectiveness of service offered by Nandini. ( Quality, Price, Door To know the awareness level of Nandini To understand consumer buying behavior of consumers. To understand and study the impact of competitors on customers of Nandini milk.
delivery)
Need of the study:

Try to know the reasons for declining Nandini sales although having good brand name in the market and to understand the consumers changing buying behaviour which may help the company to promoting its sales through new and effective strategies hence repositioning milk and milk products and re defining services in the market.
Scope of the study:

The scope of the project is to know the consumers perception towards Nandini in recent trends. The study will help the company to understand the behavior of individual while The study will help the company to know the expectation of company. The study will help the company to make strategies to improve their services to meet Scope of my study is restricted only to Raichur city purchasing milk.
customers expectation.
Limitations of the study:
37
Consumer Perception towards Nandini Milk Time limitation of 3 weeks. Limited area of survey. Customers lack of interest while giving true feedback.
Sampling and the Testing of hypothesis:

For this research study I have chosen 100 customers as a sample size, among these 30 for pilot study. My sample unit will be 2 to 3 areas of Raichur city. My sampling elements will be existing and non existing customers.
Review of earlier projects:

In many earlier projects the competitors effect and excess content of water in the Nandini milk were the major reasons for decreasing its sales. As per the previous surveys, irregularity in delivery of milk, bad smell and availability of small pouches i.e. 100 ml in Non Nandini brands made them to shift their brand from Nandini to others.
Data Collection Methods:

The information necessary for this research study is collected by tapping primary and secondary sources. The sources are as follows: Primary Sources: a) b) Questionnaire Personal interaction
Secondary Sources: a) Company Websites. b) Related Information from Internet c) Company Reports.
38
Consumer Perception towards Nandini Milk SAMPLING PROCESS: Population: Customers from the Raichur city. Sampling frame: Nijalingappa colony, Venkateshwar colony, Mouleshwar chowk Sampling unit: House wives, Professionals. Sampling size: 100 units. Sampling method: Convenience Sampling
areas in Raichur.
Measurement and Analysis Techniques Using SPSS software

The measurement and evaluation of the data is done using statistical tools and techniques such as: Simple percentage method Graphical representation Using data code sheet.
39
Hypothesis testing:
For this Survey I have chosen 100 as a sample size, among this 30 as a pilot study and in this sample size of the consumers Feel Nandini will enhance richness to Tea/Coffee 30% of 100 sample size is considered for pilot study. 100*30/100=30 Out of 30 respondents 18 respondents feel that Nandini will enhance richness to Tea/Coffee 18/30= 0.60 0.60*100= 60% Then My Null and alternative hypothesis are, H0>= More then are Equal to 60% of respondent may say it will enhance richness. H1<. Then 60% of respondent may not say it will enhance richness. N=total sample size is 100. P= .60 .60 (1-.60) Standard error= = 100-1 .60 X . 40 99
S = 0.049 Po= 57/100 = 0.57 Z= Po-P/S
40
Consumer Perception towards Nandini Milk 0.57-0.60/0.049 = 0.612 Conclusion: Accept Ho because it falls under the confidence level i.e. 1.64 it states that more than 60% of respondents feel Nandini will enhance richness to Tea/Coffee.
41
Data analysis and interpretation: Frequencies

S tatis tic s Are yo u a w a re o f N a n d in i p ro d u cts N Va lid 100 Missin g 0
Are you aware of Nandini products Frequency 100 Percent 100.0 Valid Percent 100.0 Cumulative Percent 100.0
Valid
yes
A re yo u aw are of N and ini pro d uc ts

120
100
80
60
40
Frequency
20
0 y es
A re y o u aw are o f Nandini pro duc ts
Analysis: 100% of the respondents are aware of Nandini milk. Interpretation: From the above data it can be said that almost all know about Nandini milk.
Frequencies
42

Statistics How do you come to know about Nandini milk N Valid 100 Missing 0
How do you come to know about Nandini milk Frequency Televison 19 Newspaper 16 Banners 16 Friends and others 49 Total 100 Percent 19.0 16.0 16.0 49.0 100.0 Valid Percent 19.0 16.0 16.0 49.0 100.0 Cumulative Percent 19.0 35.0 51.0 100.0
Valid
How do you come to know about Nandini milk

60
50
40
30
20
Frequency
10
0 Televison Newspaper Banners Friends and others
How do you come to know about Nandini milk
Analysis: Nearly 50% of respondents came to know Nandini milk by friends and others, 19% by T.V and 32% by both banners and news papers. Interpretation: We can say half of the respondents know Nandini by Friends and relatives.
Frequencies
43

Statistics Which brand of milk yor are consuming N Valid 100 Missing 0 Which brand of milk yor are consuming Frequency Arokya 8 Nandini 45 Teja Gold 18 Vijaya Gold 12 Any other 17 Total 100 Percent 8.0 45.0 18.0 12.0 17.0 100.0 Valid Percent 8.0 45.0 18.0 12.0 17.0 100.0 Cumulative Percent 8.0 53.0 71.0 83.0 100.0
Valid
Which brand of milk yor are consuming

Arokya Any other
Vijaya Gold
Nandini
Teja Gold
Analysis: Out of the 100 respondents 45 are consuming Nandini milk, remaining 55 are using other brands like Teja (18), Vijaya (12), Arokya (8) and 17 others. Interpretation: A major part respondents are using Nandini milk.
44
Frequencies
Statistics Which of the following factors influences to choose the brand ? N Valid 100 Missing 0
Which of the following factors influences to choose the brand ? Frequency Price 12 Quality 55 taste 22 Availability 11 Total 100 Percent 12.0 55.0 22.0 11.0 100.0 Valid Percent 12.0 55.0 22.0 11.0 100.0 Cumulative Percent 12.0 67.0 89.0 100.0
Valid
Which of the following factors influences to choose the brand ?

Availability taste Price
Quality
Analysis: The quality factor of 55%, taste factor 22%, price 12% and availability 11% influences in choosing the brand. Interpretation: Quality and taste factors (77%) play the major role while choosing a brand
Frequencies

Statistics have you ever used nandini milk ? N Valid 100 Missing 0
have you ever used nandini milk ? Frequency 96 4 100 Percent 96.0 4.0 100.0 Valid Percent 96.0 4.0 100.0 Cumulative Percent 96.0 100.0
Valid
yes no Total
have you ever used nandini milk ?

120
100
80
60
40
Frequency
20 0 yes no
have you ever used nandini milk ?
Analysis: 96% of respondents are used Nandini milk. Only 4% of them have not used Nandini yet. Interpretation: Out of 100 respondents 55 are not consuming Nandini milk, in that 55 more than 50 have used Nandini once.
Frequencies
Statistics What is your opinion about Nandini milk ? N Valid 100 Missing 0
What is your opinion about Nandini milk ? Frequency Costly 15 cheap 18 Very costly 5 Average 62 Total 100 Percent 15.0 18.0 5.0 62.0 100.0 Valid Percent 15.0 18.0 5.0 62.0 100.0 Cumulative Percent 15.0 33.0 38.0 100.0
Valid
What is your opinion about Nandini milk ?
Costly
cheap
Average Very costly
Analysis: 62% of respondents feel Nandini price is average, 18% feels it as cheap and remaining 20% feels it as a costly. Interpretation: About 80% of respondents feel Nandini price is OK.
Frequencies
47
Statistics Quality of Nandini N Valid Missing 100 0
Q uality of Nandini Frequency Good 24 Average 56 Poor 20 Total 100 Percent 24.0 56.0 20.0 100.0 Valid Percent 24.0 56.0 20.0 100.0 Cumulative Percent 24.0 80.0 100.0
Valid
Quality of Nandini
Poor Good
Average
Analysis: 24% of respondents feel Quality of Nandini is good, 56% feel its average and 20% feel its poor.
Interpretation: 56% of respondents feel its not bad.
Frequencies
48
Statistics How do you rate Nandini milk in comparison with other brands ? N Valid 100 Missing 0
How do you rate Nandini milk in comparison with other brands ? Frequency Very Poor 5 Bad 12 Average 51 Good 28 Better 4 Total 100 Percent 5.0 12.0 51.0 28.0 4.0 100.0 Valid Percent 5.0 12.0 51.0 28.0 4.0 100.0 Cumulative Percent 5.0 17.0 68.0 96.0 100.0
Valid
How do you rate Nandini milk in comparison with other brands ?

60
50
40
30
20
Frequency
10 0 Very Poor Bad Average Good Better
How do you rate Nandini milk in comparison with other brands ?
Analysis: 51% says its average, 32% feel well and 17% says its not up to the mark. Interpretation: It shows that more than 65% of respondents not feels too good with comparing others.
49
Frequencies
Statistics Do you feel nandini milk enhance the richness of Tea/Coffee N Valid 100 Missing 0
Do you feel nandini milk enhance the richness of Tea/Coffee Frequency 57 43 100 Percent 57.0 43.0 100.0 Valid Percent 57.0 43.0 100.0 Cumulative Percent 57.0 100.0
Valid
Yes No Total
Do you feel nandini milk enhance the richness of Tea/Coffee

60
50
40
30
20
Frequency
10 0 Yes No
Do you feel nandini milk enhance the richness of Tea/Coffee
Analysis: 57% of respondents say Nandini will enhance richness to Tea/Coffee and 43% says its not. Interpretation: More than 57 respondents agree Nandini will enhance richness to Tea/coffee.
50
Frequencies
Statistics How much are you satisfied with the taste of Nandini milk ? N Valid 100 Missing 0
How much are you satisfied with the taste of Nandini milk ? Frequency 1 59 40 100 Percent 1.0 59.0 40.0 100.0 Valid Percent 1.0 59.0 40.0 100.0 Cumulative Percent 1.0 60.0 100.0
Valid
0 to 30 H.dissatisfied 40 to 70 Satisfied 80 to 100 H.satisfied Total
How much are you satisfied with the taste of Nandini milk ?
80 to 10 0 H.satisfie 0 to 30 H.dissatisfi
40 to 7 0 Satisfied
Analysis: 40% of respondents are highly satisfied of Nandini and 59% feel its average. Interpretation: Most of responses fall within highly satisfied and satisfied range.
Frequencies
51
Statistics Thickness N Valid Missing 100 0
Thickness Frequency Very bad 2 bad 22 Average 62 Good 13 better 1 Total 100 Percent 2.0 22.0 62.0 13.0 1.0 100.0 Valid Percent 2.0 22.0 62.0 13.0 1.0 100.0 Cumulative Percent 2.0 24.0 86.0 99.0 100.0
Valid
Thickness
better Good bad
Very bad
Average
Analysis: 62% of respondents say thickness of Nandini milk is average, 22% of them says its bad and 2% feels its too bad. Interpretation: Only about 13% of respondents feel thickness of Nandini is good.
Frequencies
52
Statistics Smell N Valid Missing 100 0
Smell Frequency Very bad 5 Bad 34 Average 46 Good 12 Better 3 Total 100 Percent 5.0 34.0 46.0 12.0 3.0 100.0 Valid Percent 5.0 34.0 46.0 12.0 3.0 100.0 Cumulative Percent 5.0 39.0 85.0 97.0 100.0
Valid
Smell
Better Good
Very bad
Bad
Average
Analysis: 46% feels smell of Nandini is average, 39% says its bad and only 15% feels its good.
Interpretation: Most of the customers are not happy with the smell of the Nandini.
Frequencies

Statistics Availability/Delivery N Valid Missing 100 0 Availability/Delivery Frequency Very bad 1 Bad 5 Average 52 Good 33 Better 9 Total 100 Percent 1.0 5.0 52.0 33.0 9.0 100.0 Valid Percent 1.0 5.0 52.0 33.0 9.0 100.0 Cumulative Percent 1.0 6.0 58.0 91.0 100.0
Valid
Availability/Delivery
60
50
40
30
20
Frequency
10 0 Very bad Bad Average Good Better
Availability/Delivery
Interpretation: 52% of respondents say availability of Nandini is average, 33% feels its good 9% says better only 6% says its poor. Analysis: the above data shows that availability factor is not a problem for Nandini.
Frequencies
54
Statistics packing N Valid Missing 100 0
packing Frequency Bad 16 Average 49 Good 30 Better 5 Total 100 Percent 16.0 49.0 30.0 5.0 100.0 Valid Percent 16.0 49.0 30.0 5.0 100.0 Cumulative Percent 16.0 65.0 95.0 100.0
Valid
packing
60
50
40
30
20
Frequency
10 0 Bad Average Good Better
packing
Analysis:49% of respondents says packaging is average, 30% feels its good 16% of them says it is poor and 5 0f them feels its too good. Interpretation: More than 80% of the respondents are do not have complaint in packaging of Nandini.
Frequencies
Statistics For health N Valid Missing 100 0
For health Frequency Bad 4 Average 50 Good 41 Better 5 Total 100 Percent 4.0 50.0 41.0 5.0 100.0 Valid Percent 4.0 50.0 41.0 5.0 100.0 Cumulative Percent 4.0 54.0 95.0 100.0
Valid
For health
Better Bad
Good Average
Analysis: 50% feels Nandini milk is average for health and 41% feels its good for health. 5% says its too good and only 4% not agree with it. Interpretation: Only 4% of respondents completely not agreed that Nandini is good for health.
Frequencies
Statistics Totaly are you satisfied with Nandini milk ? N Valid 100 Missing 0
Totaly are you satisfied with Nandini milk ? Frequency very bad 3 Bad 17 Average 47 Good 27 Better 6 Total 100 Percent 3.0 17.0 47.0 27.0 6.0 100.0 Valid Percent 3.0 17.0 47.0 27.0 6.0 100.0 Cumulative Percent 3.0 20.0 67.0 94.0 100.0
Valid
Totaly are you satisfied with Nandini milk ?

Better Good very bad Bad
Average
Analysis: 47% of respondents neither satisfied nor dissatisfied with Nandini milk where 33% of them are satisfied remaining 20% not satisfied.
Interpretation: about 67% of them are not completely satisfied with Nandini milk. 33% are totally satisfied.
Frequencies
57
Statistics Which size of packaging do you prefer more ? N Valid 100 Missing 0
Which size of packaging do you prefer more ? Frequency 8 79 13 100 Percent 8.0 79.0 13.0 100.0 Valid Percent 8.0 79.0 13.0 100.0 Cumulative Percent 8.0 87.0 100.0
Valid
250 ml 500 ml 1 Ltr Total
Which size of packaging do you prefer more ?

1 Ltr
250 ml
500 ml
Analysis: 79% of respondents prefer 500ml size, 13% prefers 1000 ml and only 8% prefers 250 ml size.
Interpretation: Major portion of respondents i.e. 79% prefers half liter size and remaining prefers 1 liter and 250 ml.
Frequencies
58
Statistics Hoe do you differentiate with other brand in terms of N Valid 100 Missing 0
Hoe do you differentiate with other brand in terms of Frequency 22 15 9 43 11 100 Percent 22.0 15.0 9.0 43.0 11.0 100.0 Valid Percent 22.0 15.0 9.0 43.0 11.0 100.0 Cumulative Percent 22.0 37.0 46.0 89.0 100.0
Valid
Quality Service provide Customer relation Health conscious Any other Total
Hoe do you differentiate with other brand in terms of

50
40
30
20
Frequency
10
0 Quality Customer relation Service provide Health conscious Any other
Hoe do you differentiate with other brand in terms of
Analysis: 43% of respondents differentiate Nandini as health conscious with other brands 22% differentiates it by quality, 15% by service provided remaining with other reasons. Interpretation: most of the respondents differentiate Nandini milk by health conscious 43% and by quality 22%
Frequencies
59
Statistics At what extent the technology has influenced your buying behavior N Valid 100 Missing 0
At what extent the technology has influenced your buying behavior Frequency 8 25 63 2 2 100 Percent 8.0 25.0 63.0 2.0 2.0 100.0 Valid Percent 8.0 25.0 63.0 2.0 2.0 100.0 Cumulative Percent 8.0 33.0 96.0 98.0 100.0
Valid
Most Somewhat Don't Know Not Any other Total
At what extent the technology has influenced your buying behavior

Any other Not Most
Somewhat
Don't Know
Analysis: 63% of respondents do not know whether technology has changed their buying behaviour, 25% feels some what it does and 8%says it influenced the most. Interpretation: Technology has not influenced buying behavior of the most of the customers.
Frequencies
60
Statistics Which brand comes to your mindwhen you think of milk ? N Valid 100 Missing 0
Which brand comes to your mindwhen you think of milk ? Frequency 11 65 13 6 5 100 Percent 11.0 65.0 13.0 6.0 5.0 100.0 Valid Percent 11.0 65.0 13.0 6.0 5.0 100.0 Cumulative Percent 11.0 76.0 89.0 95.0 100.0
Valid
Arokya Nandini Teja gold Vijaya Any other Total
Which brand comes to your mindwhen you think of milk ?

Any other Vijaya Teja gold Arokya
Nandini
Analysis: For 65% of respondents says Nandini brand comes to their mind when they think of milk.
Frequencies
61
Statistics Reasons for the alternative brand. N Valid 100 Missing 0
Reasons for the alternative brand. Frequency 9 34 16 40 1 100 Percent 9.0 34.0 16.0 40.0 1.0 100.0 Valid Percent 9.0 34.0 16.0 40.0 1.0 100.0 Cumulative Percent 9.0 43.0 59.0 99.0 100.0
Valid
Same price Same quality Same taste Any other 5 Total
Reasons for the alternative brand.

5
Same price
Any other Same quality
Same taste
Analysis: 34% respondents reason for alternative brand other than Nandini is same quality, 16% is same taste and 40% are other reasons like thickness, availability etc.
Findings:
Consumer Perception towards Nandini Milk The customer awareness level towards Nandini milk is excellent because all the 100 respondents are aware of it. From the aware respondents 45% of respondents are using Nandini milk. Factors like Quality, taste and price influences more while choosing a brand Only 24% of respondents feels quality of Nandini milk is good where 56% of are inOnly 32% 0f respondents say Nandini milk is better with comparison of others. 47% of respondents do not agree to that Nandini will enhance richness to Tea/coffee. 40% of respondents feels that Nandini taste is good where 59% feels its average. Only 13% of respondents are totally satisfied with the thickness of Nandini. 39% of respondents feel Nandini milk is having bad smell. More than 80% do not have any complaint regarding packaging of Nandini. Only 4% feels Nandini is not good for health. Only 33% of respondents are totally satisfied with the performance of Nandini milk. Most of the respondents prefer 500 ml. size of packaging i.e. nearly 80%. 43% of respondents differentiate Nandini as health conscious milk with other brands. Out of 100 Nandini comes to 65 respondents mind when they think of milk. More thickness, same taste and availability are the key reasons for alternative brand
respectively. between good and bad.
other than Nandini.
Suggestions/Recommendations:
63
Consumer Perception towards Nandini Milk o The Nandini brand is having trust in the market where it operates and still the market is open for acquire, Company may take advantage of it through advertisements. o o The company may convince customers that due to less fat thickness of Nandini is less The company may keep one employee as Customer Relationship Executive. Who will and that is good for health through advertisements/banners. co ordinates between customers and company and also with retailers who may promote Nandini milk effectively on regular basis. o o o . Like Bangalore Union they may open Coin milk parlors at suitable places. It will be better if the company takes some necessary actions to reduce bad smell In addition to above these company can have close watch on customers to know their
changing needs and wants. And also on competitors for benchmarking.
Conclusion:
After interacting with the marketing officer and other employees of RBKMUL and the survey I made in Raichur city, Milk adulteration, lack of
64
loyal retailers and unethical competitors who use harmful chemicals to increase thickness and durability to promote sales are the big threat to the Nandini milk. Although still Nandini is having good reputation and brand image for its factors like less price, health conscious and experienced player in the market.
Appendices:
Questionnaire on Marketing Survey.
65
Consumer Perception towards Nandini Milk PERSONAL INFORMATION OF CUSTOMER Name: . Age: .. Gender: Male Qualification: Occupation: Income: Family size: No of Children below 12: Address Female:
Contact No:
QUESTIONNAIRE
1) Yes
Are you aware of Nandini milk? No
66
Consumer Perception towards Nandini Milk If Yes 2) How did you come to know about Nandini milk?
Televison Newspaper Banners Friends and others
3)
Which brand of milk are you consuming? Nandini Teja gold Vijaya gold any other
Arokya 4)
Which of the following factors influences you to choose the brand? Price Quality Taste Availability Packaging
Any other .. 5) Have you ever used Nandini milk? Yes No
6)
What is your opinion about Nandinis price Costly Very costly Cheap Average
7) Quality of Nandini milk Good Average Poor
67
Consumer Perception towards Nandini Milk 8) How do you rate Nandini milk in comparison with other brands?
Very poor
Bad
Average
Good
Better
9)
Do you feel that Nandini milk enhance the richness of Tea/coffee? Yes No
10) 0%
How much are you satisfied with the taste of Nandini Milk? 10% 20% 30% 40% 50% 60% 70% Satisfied 80% 90% 100% High satisfied
Highly Dissatisfied
11)
Rate the following factors with respect to Nandini milk. Thickness
Very bad Smell
Bad
Average
Good
Better
68
Consumer Perception towards Nandini Milk Very bad Bad Average Availability/Delivery Very bad Packaging Very bad For Health Very bad Bad Average Bad Average Bad Average
Good
Better
Good
Better
Good
Better
Good
Better
13) How do you rate Nandini milk with consideration of Durability? Very bad Bad Average Good Better
14) Totally are you satisfied with Nandini milk? Very bad Bad Average Good Better
15) Among the following which brand you prefer in Nandini & other brands rate the factors
Rating Features Nandini Any other brand e
Tast
Quality
Thickness
Price
Packaging
69
Consumer Perception towards Nandini Milk Excellent =5 Bad = 2 Very good =4 Very bad =1 Good = 3
16)
Which size of packaging do you prefer more? 1)100 ml 2) 250 ml 3) 500 ml 4) 1 liter.
17) How do you differentiate Nandini with other brand in terms of, (Mark any One) 1) Quality 2) Service provided 3) Customer relation 4) Health conscious 5) Any other . 18) At what extent the technology has influenced your buying behavior Most 19) Arokya Teja Gold Somewhat dont know Nandini Vijaya Any other .. Not Not at all Which brand comes to your mind when you think of milk?
20) Which will be your alternative brand of milk? 21) Reasons for the alternative brand. Same price same quality same taste any other .
22) Any suggestions for Nandini milk? .. ... ..
70
Thank you
Bibliography:
Books;
1. Principles of Marketing by Philip Kotler.
71
Consumer Perception towards Nandini Milk 2. Marketing research by Parashuraman. 3. Consumer Behaviour by Paul Samuel.
Websites:
WWW.Kmfnandini.com WWW.NDDB.com
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A PROJECT REPORT On Consumer Perception Towards Nandini Milk

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Consumer Perception towards Nandini Milk

Title of the Project:

Objectives of the Study:

Statement of the problem:

Consumer Perception towards Nandini Milk

Limitation of the study:

Consumer Perception towards Nandini Milk

Origin of the Milk Industry:

National Dairy Development Board Introduction:

Objectives of National Dairy Development Board

SWOT ANALYSIS OF INDIAN DAIRY INDUSTRY Strengths:

Competition: With so many newcomers entering this industry, competition is

presentation. Given below are potential areas of value addition:

Threats: Milk vendors, the un-organized sector:

Karnataka Milk Federation

Karnataka Cooperative Milk Producers' Federation Limited:

13 Milk Unions of KMF

Consumer Perception towards Nandini Milk

THE GROWTH PROCESS

Nos Nos Kgs/day Lts/day Kgs/DCS Rs.Lakhs Rs.Crores

World Bank Study Observations

Consumer Perception towards Nandini Milk

PERSPECTIVE PLAN 2010

Semen Bank) at Hessaraghatta

CATTLE FEED PLANTS

DEMPO DAIRY INDUSTRIES LIMITED:

ICE CREAM PLANT:

NANDINI MILK PRODUCTS (NMP):

Consumer Perception towards Nandini Milk

POUCH FILM PLANT:

MILK - ESSENTIAL FOR NOURISHMENT:

CHEMICAL COMPOSITION OF MILK (%):

Future Vision of KMF:

Mission Statement of RBKMUL:

Consumer Perception towards Nandini Milk

Board of Directors in RBKMUL:

Objectives of the Organization:

system for cost effectiveness.

Consumer Perception towards Nandini Milk

Details about Raichur District:

Consumer Perception towards Nandini Milk

DEPARTMENTS OF THE RBKMUL:

Consumer Perception towards Nandini Milk 6. Marketing Department.

Consumer Perception towards Nandini Milk

Manager Technical input wing Deputy Manager Assistant manager

Helpers Organization chart of procurement and input department

Consumer Perception towards Nandini Milk

Organization chart of production department:

MANAGER Deputy manager

The structure of production department in RBKMUL. Raichur Unit

CONTENT Fat (in %) 3.0 5.

SNF (in %) 8.5 9.

Toned milk Shubham Milk

OBJECTIVES OF THE PRODUCTION DEPARTMENT:

FUNCTIONS OF PRODUCTION DEPARTMENT:

FLOW CHART OF PRODUCTION PROCESS

Consumer Perception towards Nandini Milk COLLECTION OF MILK

CHILLING OF RAW MILK

CHILLED MILK STORAGE

Consumer Perception towards Nandini Milk

Annual Marketing Plan: