(SESSION 2008-11)
Final Report
Page 1 of 77
PREFACE
Someone rightly said that practical knowledge is for better then classroom
teaching. And successful in any project is the result of hard work, right
opportunity a right time and proper and proper guidance .Every nice
work beings with systematic approach towards reaching successful
completion. Our work was not at all exception.
A fresh graduate would have absolutely no idea of the functioning of the
industry. He would probably be unaware about that departments and
their functioning. He would completely ignorant of the working condition
and the environment.
Before joining my summer Training at ALWAR ZILA DUGDH UTPADAK
SAHKARI SANGH LTD.
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Acknowledgement
I express my sincere thanks to my project guide Mr. Akram Khan for
guiding me right from the inception till the successful completion of
the project. I sincerely acknowledgement her for extending their
valuable guidance, support for literature, critical review of project and
the report and above all the moral support she had provide to me with
all stages of this project.
I would also like to thanks the supporting staff Mr. Mahesh Sharma
(company Guide, Asst. manager) marketing, Saras dairy, Alwar
(AZDUSS Ltd.), Mr. Anil Kumar mathur (deputy manager,
Administration) Department, for their help and cooperation
throughout our project.
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DECLARATION
Company
Guide Mr. Mahesh Sharma . This report neither full nor in part has ever been
submitted for award of any other degree.
I further declare that all the information and facts furnished in this
project report are based on my intensive research and finding. They are first
hand and original in nature. This information is not copy it is original report.
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Executive Summary
Each day is a new learning experience and so was the case during my
Executive Training. Every day I learnt something new. During my training
I learnt the following things:
1) First and foremost I learnt to practically apply the knowledge gained
through theory classes and bridge the gap between academic
institution and corporate world.
2) Understood the importance of job responsibility.
3) How coordination is maintained between different departments like
marketing, human resource, administration.
4) Learnt the ways to increase milk procurement.
5) Understood the distribution network adopted by Saras.
6) Understood how the management keeps its employees satisfied and
retain them.
7) The processes that the milk passes through before reaching the final
consumers.
8) The processes by which various milk products like ghee, butter, dahi,
paneer, chhach, lassi, shrikhand, etc. are prepared.
9) Learnt how to conduct door to door interviews. Initially I felt slightly
uncomfortable conducting the interviews but with time I learnt a lot
and became very comfortable conducting door to door personal
interviews.
10) Learnt to organize plant visit for visitors.
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14. CONCLUSION.63-64
15. LIMITITION 65-66
16. SUGGESTION67
17.QUESTIONNAIRE68-74
18.ABBREVIATION75
19.BIBLIOGRAPHY...76
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Cooperative
Act
with
Registrar
of
Cooperative,
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CHAIRMAN
MANAGING DIRECTOR
CERTIFICATION
Contract labor
ISO 9001-2000
150
OF
REGISTERED 795
COOPERATIVE
SOCIETIES
PRODUCTS
NEW PRODUCTS
ADDRESS
TELEPHONE
FAX
2333926
(0144)-2342925
rcdfalw1_jp1@sancharnet.in
99.15 Crore
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Introduction
Adoption of ISO-9000 and HACCP standards for an organization are order of
the day and need of the time to be on competitive edge in the Food Industry.
It demonstrates the ability of dairies of Rajasthan Co-operative Dairy Federation
to satisfy the needs of its customers and interested parties.
Today, almost all the major unions of R.C.D.F. are certified under ISO 90012000 and HACCP, integrated quality and food safety management systems.
Nevertheless, understanding of the concepts of ISO 9001-2000 and HACCP is
confined to small section of top/middle management employees.
Therefore, an effort is being made through this article in a precise and
simplified manner to explain the basic concepts of ISO 9001-2000 and HACCP
standards, which will surely help in better understanding of these standards
among the rank and file of the organization.
HACCP
HACCP is a food safety management system and has its origin in U.S.
manned space programme to ensure food safety to the astronauts in late
1960s.
The standard designed to keep food safe in outer space has now become a
standard on the earth.
Page 11 of 77
Name
Packing Price
Color
FAT
content
Full cream
milk
Toned
milk
Double
toned milk
Skim milk
Gold
Red
Taaza
Blue
Smart
Yellow
Lite
Purple
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Rs.23/litr
e
Rs.19/litr
e
Rs.17/litr
e
Rs.15/litr
e
Page 12 of 77
Packing
6.0%
SNF
conten
t
9.0%
3.0%
8.5%
and 1 litre
1.5%
9.0%
and 1 litre
0.5%
8.5%
and 1 litre
and 1 litre
Product
Packing
Price
Chhach plain
500 ml
Rs.8
Chhach namkeen
250 ml
Rs.6
Lassi
250 ml
Rs.7
Paneer
200 gm and 1 kg
Ghee
Dahi
200 gm cup
Rs.8
Shrikhand plain
100 gm cup
Rs.9
Shrikhand Kesar
Pista
100 gm cup
Rs.10
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COMPANY PROFILE
Alwar Zila Dugdh Utpadak Sahakari Sangh Ltd., Alwar (AZDUSS Ltd.,
Alwar) is a cooperative organization registered under Cooperative Act with
Registrar of Cooperative, Government of Rajasthan. AZDUSS Ltd., Alwar
was established in the year 1972 keeping in mind the interests of the cattle
rearers to implement dairy development activities in the Alwar district,
under Operation Flood Program. The task of milk collection started from
22nd August 1973. The main objective of the organization is to eliminate
the role of intermediaries and give cattle rearers good value for the milk
and prevent them from exploitation. The other objectives of the
organization are:
To help in financial development of the villages and cattle rearers.
To help in the social and financial development of the rural milk producers.
To increase the milk producing capacity of the cattle.
To make available pure, healthy and high quality milk and milk products
to the customers.AZDUSS receives direction and assistance from Central
Government, State Government, RCDF Ltd. Jaipur and National Dairy
Development Board, Anand from time to time. Presently the dairy plant
has a capacity to process 1.50 lakh litre milk, prepare 10 M.T. milk powder
and 9.0 M.T. ghee per day. Besides these the plant also prepares chhach,
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lassi, dahi, shrikhand, paneer and other milk products. The plant also has a
capacity to pack 2.50 lakh litre milk per day.
The Alwar plant of Saras (AZDUSS Ltd., Alwar) has been certified under
internationally accepted quality and food safety management systems in
accordance with ISO 9001-2000 with HACCP. The organization also helps
in improvement of animal breed, providing animal health services,
insurance of animals, women dairy project and providing vermicompost
manure to the cattle rearers. The organization also provides cattle feed
which is purchased from Nadbai and marketed in Alwar.
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PRODUCT PORTFOLIO
Saras Dairy, Alwar (AZDUSS Ltd., Alwar) prepares and markets the
following products:
Milk (Available in and 1 litre packs)
Full cream Milk (Red)
Gold
Taaza
Smart
Lite
Skim Milk
(Purple)
Chhach
Plain
500ml
Namkeen
250ml
Lassi
250ml
Ghee
Paneer
200 gm and 1 KG
Shrikhand
100 gm Cup
Dahi
200 gm Cup
Butter
200 ml Bottle
CONSUMER BEHAVIOUR
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Occupents
Objects
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Objectives
Organization
Operations
Occasions
Outlets
PSYCHOLOGY OF CONSUMERS
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Key 1
Key 2
Key 3
Key 4
Key 5
Key 6
Key 7
BUYING MOTIVES
INTRODUCTION:
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Visiting stores
Add to experience
Tell friends or family
Complain to seller
Others
Deciding to buy
Which brand?
Which type?
From whom?
How much to pay?
Arranging payment
Settling details
Storing the product
Make payment
Maintenance
Prepare for posible
Next purchase
Disposal
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CULTURAL
Cultural
Sub culture
Social class
CONSUMER
PSYCHOLOGICAL
Motivation
Perception
Learning
Attitudes and beliefs
DECISION
MAKING
PERSONAL
Age & life
Cycle stage
Occupation
Income
Life style
Personality
Self concept
OBJECTIVES
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SOCIAL
Reference
Groups
Family
Roles and
status
I joined Saras Dairy, Alwar (AZDUSS Ltd., Alwar) as an intern on 21 july 2008.
I am working in the Marketing Department of Saras.
The objectives of the Executive Training at Saras Dairy (AZDUSS Ltd., Alwar)
are:
To identify the working of the organization.
To conduct an exhaustive analysis of the marketing department.
To increase the sales of the products that are prepared and marketed by
the organization.
To conduct an extensive study of the market place and the customers
needs.
To understand the core business of the company, organization chart, key
personnel in the company, manufacturing units, marketing channels,
financial policies, etc.
To do a comprehensive analysis of the company and prepare the SWOT
(Strengths, Weaknesses, Opportunities and Threats) analysis report for the
company.
To build a good rapport with the companys staff.
To understand the organizational structure and the top management team
including the Chairman, Managing Director and the Officers.
To do a practical and live observation of the work place.
To understand the attitudes and behavior of the customers.
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DATA ANALYSIS
Price
before
01st April
07
Price as on
07th April
07 and
onwards
Rs.21 per
litre
Rs.17 per
litre
Rs.15 per
litre
Rs.13 per
litre
Price as on
01st May
07 and
onwards
Rs.22 per
litre
Rs.18 per
litre
Rs.16 per
litre
Rs.13 per
litre
Price as on
01st July 07
and
onwards
Rs.23 per
litre
Rs.19 per
litre
Rs.17 per
litre
Rs.15 per
litre
FCM (Gold)
Rs.20
Rs.16
Rs.14
Rs.13
Ghee (1 litre)
Rs.160
Rs.165
Rs.170
Rs.180
Dahi (200 g)
Rs.6
Rs.7
Rs.8
Rs.8
Paneer (200 g)
Rs.20
Rs.22
Rs.25
Rs.25
Paneer (1 Kg)
Rs.100
Rs.110
Rs.120
Rs.130
Rs.5
Rs.6
Rs.7
Rs.7
Rs.6
Rs.7
Rs.7
Rs.8
Rs.4
Rs.5
Rs.6
Rs.6
Rs.7
Rs.7
Rs.8
Rs.9
Rs.8
Rs.8
Rs.9
Rs.10
Rs.10
Rs. 10
Rs.10
Rs.10
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Registered DCS
497
532
609
681
742
795
Functional DCS
368
442
465
564
599
632
366
388
454
451
462
443
DCS Membership
70281
76931
82655
108.9
89.65
79.54
9.98
10.77 13.56
12.29
13.22
15.05
3195
3491
4856
4884
4325
4370
Milk payment
(Rs.Lakhs)
City Supply (TLPD)
15.5
18.62 29.52
35.71
67.03
132.69
75.71
101
10
817
652
11
104
12
13
14
6
7
143.5
120.05
1056.7
2
203.48
683.16
941.63
79
144.7
8
485.4
5
80.66
213.83
225.1
3035
3363
4636
6333
7001
53.6
59.57 93.77
96.33
95.8
6921.3
5
99.15
8.88
2.25
57.4
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Page 29 of 77
Gro.
01-02growth
02-03
Gro.
02-03
03-04
Gro.
Apr
h
102
01
9788
-4.59
%
9788
10214
4.35
%
10214
13094
28.20
%
May
975
59 10944
962
9862
7
12.17
10944
12946
18.29
12946
15341
18.50
2.52
9862
11683
18.46
11683
16806
43.85
104
9975
0
104
34 10283
-4.40
9975
12090
21.20
12090
17114
41.56
-1.42
10283
11322
10.10
11322
15654
38.26
933
31 10255
791
8361
7
9.83
10255
9890
-3.56
9890
16368
65.50
5.70
8361
9985
19.42
9985
13530
35.50
669
0
588
9
7818
16.70
7818
8848
13.17
8848
11777
33.10
7329
24.58
7329
8451
15.31
8451
10682
26.40
573
3
690
3
6805
18.70
6805
8275
21.60
8275
10282
24.25
8063
16.79
8063
9716
20.50
9716
11375
17.07
23.32
8978
10857
20.93
10857
12591
15.97
Total
728
8978
4
100
0 10846
Avg.
835
247
Month
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
9038
1
120
8
108461 124277
9038
10356
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180
124277 164614
388
15
10356
32
13718
Month
03 04-05
Gro.
04-05
05-06
Gro.
05-06
06-07
Gro.
hhhh
Apr
- 14181
13
%
8.30
14181
14683
%
3.54
14683
18855
%
28.41
May
09
15 15318
-0.15
15318
18668
21.87
18668
19975
7.00
Jun
34
16 16558
-1.48
16558
18371
10.95
18371
20888
13.70
Jul
80
17 15623
-8.71
15623
16857
7.90
16857
21958
30.26
Aug
15
11 14357
-8.29
14357
17102
19.12
17102
19572
14.44
Sep
65
16 12392 -24.29
12392
15770
27.26
15770
20807
31.94
Oct
36
13 13005
-3.88
13005
15179
16.72
15179
18197
19.88
Nov
11 10828
53
-8.06
10828
14026
29.53
14026
16542
17.86
Dec
77
10 10208
-4.44
10208
13177
29.09
13177
16012
21.51
Jan
68 10807
10
5.11
10807
13352
23.55
13352
16279
21.92
Feb
28
11 11640
2.33
11640
15241
30.94
15241
18034
18.33
Mar
12
37 14110
12.06
14110
15314
8.53
15314
18593
21.41
Total
16
59 15908
-31
159087 187740
229
187740 225712
247
Avg.
46
7
13 13252
-3
13252
18
15645
20
15645
71
FINDINGS
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20519
QTY. IN M.T.
1500
2002-03 2003-04 2004-05 2005-06 2006-07 2007-08
1000
GHEE 720
678
607
612
754
1162
SMP 207
500
WMP 290
132
12
243
399
1118
342
255
80
197.5
155
YEAR
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GHEE
SMP
WMP
QTY. 000,Kgs
80
2002-03
2003-04
Series
70
59.59
60
62.97
2004-05
2005-06
2006-07
2007-08
66.22
70.28
76.93
82.66
50
40
30
20
10
0
YEAR
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2003-04
2004-05
2005-06
2006-07
2007-08
140
120
100
80 2003-04 2004-05 2005-06 2006-07 2007-08
29.56
35.81
67.03 132.69
Series60 18.6
40
20
0
YEAR
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TURN OVER
2006-07
2007-08
2002-03
Series120 53.6
2003-04
59.57
2004-05 2005-06
93.77
96.33
100
Crore
80
60
40
20
0
Year
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Page 35 of 77
2006-07
2007-08
95.8
99.15
Tasks
The tasks specified by the SIP Company (AZDUSS Ltd., Alwar)
are:
To conduct a comparative study of the growth of Saras
(AZDUSS Ltd., Alwar) for three consecutive years.
To conduct survey of Saras parlours and booths to know their
problems and sort them out. To get feedback from Saras parlours
and booths.
To get feedback from customers and find their problems,
satisfaction level, take their suggestions and help AZDUSS Ltd.,
Alwar to implement those suggestions.
To take responses from people who do not use Saras products
and find the answer to the question, Why they are not using
Saras products.
To judge the satisfaction level of the employees of AZDUSS
Ltd., Alwar.
To do entries of daily supply in the supply register.
To take demand of various Saras products from parlour/booth
owners and distributors through phone or personal contact in the
prescribed proforma.
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Targets
.
Target is defined as goal which has to be fulfilled
and sounds compulsiveness. Without setting target it is
difficult for anybody to achieve his/her objectives.
The targets that were set for me during the training are:
To make maximum people aware of Saras..
To increase the sale of Saras products.
To
implement
human
resource
management
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TARGETS/TASKS
DATE
NO.
1 To conduct Survey of 500 people
1.
2.
4 To take demand from various
3.
4.
stations
5 Collected
secondary
data
from Got
various departments
over
4 Sept. 2008
of the organization
Strategy
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information
about
milk
--
Page 38 of 77
will
engage
customers,
prospects
and
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Factor
Target
door 500
Performanc
e
500
Variance
Reason
Nil
1.
Door
to
surveys
2.
Booth surveys
21
20
Due
lack
time
3.
Parlors surveys
Nil
MARKET SURVEY
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to
of
AIM
In market survey our aim is to find out any possible target market for saras
in TIJARA or BHIVADI increase the no of customers or know their
satisfaction level
METHOD OF SURVEY
Survey Research
Research is the search for, and retrieval of, existing, discovery
or creation of new information or knowledge for a specific purpose.
Research has many categories, from medical research to literary
research. Marketing research is a form of business research.
A survey research is defined as the method of collecting
information by asking a set of pre formulated questions in a
predetermined sequence in a structured questionnaire to a sample of
individuals drawn so as to be representative of a defined population.
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CONCLUSIONS
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The following pie charts show the opinion about various Saras products.
Figure 1
People's opinion about Dahi
13%
15%
like somewhat
neutral
dislike somewhat
dislike very much
18%
18%
Figure 2
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10%
14%
44%
8%
24%
Note: The graph only shows the opinion of the people I surveyed and not of the
general public.
During the training my major work was to conduct booth/parlour surveys and
customer surveys. My efforts have benefited the company (AZDUSS Ltd.,
Alwar) in the following ways:
I surveyed Saras parlours and booths and tried to find out the problems
faced by the booth/parlour owners.
The problems faced by the booth/parlour owners were:
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They did not get timely supply of products from Saras dairy.
They did not receive cover stands and straws to serve the customers
better.
5. I conveyed these problems to the Managing Director of AZDUSS Ltd.,
Alwar.
He immediately took action after receiving my feedback.
This has resulted in timely supply of material to the booth and parlours
and cover stands and straws were also provided to them.
After these actions were taken, customers started getting better facilities
and this enhanced the goodwill of the company (AZDUSS Ltd., Alwar).
I also interviewed the staff of the marketing department to judge their
satisfaction level. It proved very beneficial to the head of the
organization, the Managing Director, as he came to know the satisfaction
level of the employees of his organization and the action he needs to take
to keep his staff completely satisfied so that they can work well for the
betterment of the organization and remain loyal towards the organization
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SURVEY RESULT
1%
2
35
Highly satisfied
102
48%
29%
Highly unsatisfied
63
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S.No.
Factor
Target
door 500
Performanc
e
500
Variance
Reason
Nil
Due
lack
time
-
1.
Door
to
surveys
2.
Booth surveys
21
20
3.
Parlors surveys
Nil
to
of
During the course of my training I surveyed some people who for some or the
other reason are not using Saras products or are unable to use Saras products.
The reasons they gave are presented below in a tabular form.
S.No.
Factor
% of the people
surveyed
20.00
12.00
6.8
5.2
9.2
8.8
10
11
No price consistency
TOTAL
100
Table 1
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My observation
Excellen
t
FCM (Gold)
Toned Milk (Taza)
Very
Good
Very
Poor
Dahi
Paneer
Lassi
Chhach (Plain)
Chhach (Namkeen)
Poor
Good
Shrikhand (Plain)
Shrikhand
(Kesar
Pista)
Flavored Milk
Page 49 of 77
Marketing Department
According to Peter Drucker, The aim of marketing is to make selling
superfluous.
Marketing department is one the most important department in every
organization.
providing support to the milk unions within and outside the state. The
marketing department conducts various surveys to know the needs and
expectations of the customer
Marketing department is responsible for the sale of liquid milk. It decides the
routes by which the milk is supplied as well as decides the number of booths in
district and up country. It also appoints distributors for supply of milk from
dairy plant to different areas of district and up country market. Presently in
Alwar city there are 315 working booths and 10 parlours. AZDUSS Ltd., Alwar
is also marketing various fresh milk products in Saras brand like chhach, lassi,
paneer, shrikhand, dahi and long life products such as ghee, skim milk powder
and whole milk powder.
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Human resource is the most valuable asset for any organization. A human
resource manager is responsible to build up an effective workforce, handle the
expectations of the employees and make sure that they perform at their best. In
management human resource management deals with people. Each and every
organization consists of people and an organization has to utilize their services,
develop their skills, motivate them, and make sure that they remain committed
towards the organization to achieve the goals of the organization.
According to Byars and Rue Human Resource Management encompasses
those activities designed to provide for and coordinate the Human
resources of an Organization.
The human resource department manages the personnel serving the
organization.
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Operations Department
The operations department defines the working of the organization.
Processes: The steps for preparation of various products are as follows:
Process of making Ghee
Pasteurizer
Cream Separator
(To separate cream from milk)
Cream Tank
(To collect the cream)
Butter Churn
(Where the cream is churned to make butter)
Melting Vat
(The butter is melted in Melting Vat)
Ghee Kettle
(The melted butter boils in ghee kettle)
(This ghee is collected and stored in settling tank)
Packing Department
(Where the ghee is packed in 1 litre and litre packs)
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Plain Chhach:
This is pasteurized milk which contains 3.1% fat and 8.6% SNF and acidity
1.08%. This milk is boiled at 40 degree celcius and 3% curd is added. It is
diluted by 40% DTM. This is packed in 500 ml packets and supplied to the
market for sale.
Namkeen Chhach:
In plain chhach various ingredients like 0.6% salt, 0.3% jeera, 0.15% rock salt
and 0.1% pepper is added to make namkeen chhach and packed in 200 ml
packets and supplied to the market for sale.
Lassi:
In plain chhach 12% sugar is added to make lassi and packed in 200 ml packets
and supplied to the market for sale.
Paneer Segment:
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Paneer Vat
(In this Vat the milk contains FAT 5.0% and SNF 9.0%.)
The milk boils in paneer vat at 80 degree celcius and 2% citric
acid is added in this milk to separate FAT, SNF and water
Paneer Hook
(Then curded milk is pressed in paneer hooks for 45 minutes, then this
paneer is put into chilled water at 5 degree celcius)
Packaging Department
(Here the paneer is packed in 1 KG and 200 gm for sale)
Facilities:
Saras Dairy, Alwar (AZDUSS Ltd., Alwar) provided the following facilities
during operations:1) Safety for workers
2) Medical facility
3) First aid facility
Finance Department
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building good rapport with the staff of the marketing department and
other departments of the organization as well.
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STRENGTHS
WEAKNESSES
OPPORTUNITY
THREATS
Milk is an essential
commodity which every
body uses.
There is no competitor
of packed milk in Alwar.
CONCLUSION
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LIMITATIONS
Any research in any field topic gives some new results, discovering new
areas etc. but there are always some limitations thereof.
The limitations that I came across during the course of my training at
Saras (AZDUSS Ltd., Alwar) are:
Response Bias: Sometimes the respondents consciously or unconsciously
misrepresent the truth, and then it amounts to response bias.
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Small sample size: The sample size is small and it may not actually
represent the whole population.
1) Difficult to convince people: Sometimes it becomes very difficult to
convince people as many of them are not at all aware of Saras products
and some are very stubborn. It becomes slightly difficult to convince such
people but it is a challenging task and a good learning experience.
2) Limited information: Being a trainee, it became difficult to obtain some
confidential information about the organization. This sometimes became
a hurdle during the training.
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SUGGESTION
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Questionnaire Design
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Dear Respondents,
I Akhalesh kumar gupta, MBA student of Rajasthan Technical University
conducting a survey of the various products of the Alwar Dairy, such as Lassi,
Chhach, Dhai, Cheese, Shrikhand, & other milk products which are available in
the local market.
Alwar Dairy has its name for the quality products, it in your service since 1975
It would be grateful if you could fill up the following questions in this regard,
all the information supplied by the respondents shall be kept confidential.
Your
Name:
Address:
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.
.
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Phone:
Email:
.
.
Occupation:
(a) Government Employee
(b) Business
(c) Agriculture
(d) Other (Pls. Specify)
Income Group:
(a) Up to Rs.10,000
(e) Between Rs.10,000 25,000
(f) Between Rs.25,000 50,000
(g) Above Rs.50,000
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Ghee
Milk
Highly Priced
Chhach
Dhai
Cheese
Shrikhand
Butter
Ghee
Milk
Fair
Good
Very-Good
Excellent
Chhach
Dhai
Cheese
Shrikhand
Butter
Ghee
Milk
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Fair
Good
Very-Good
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Excellent.
Dhai
Cheese
Shrikhand
Butter
Ghee
Milk
Fair
Good
Very-Good
Excellent
Chhach
Dhai
Cheese
Shrikhand
Butter
Ghee
Milk
Bigger
Appropriate
Chhach
Dhai
Cheese
Shrikhand
Butter
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Small
Ghee
Milk
Thrice a week
Daily
Dhai
Cheese
Shrikhand
Butter
Ghee
Milk Bar
Milk Booth
Near by Retailer
Milk
Dhai
Cheese
Shrikhand
Butter
Ghee
Milk
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Always
Not always
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Rarely
Lassi
Milk
Dhai
Cheese
Shrikhand
Butter
Ghee
Milk
Chhach
Dhai
Cheese
Shrikhand
Butter
Ghee
Milk
Q.11. The factors that you may consider while buying a product.
(Rank them in order of priority)
Price
Freshness of product
Over all quality
Brand Name
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ABBREVIATIONS
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BIBLIOGRAPHY
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The definitions and data used in this report are compiled from the
following sources:
1) Textbook on Marketing Management, ICMR publication, Hyderabad
page no. 189- 205.
2) Textbook on Marketing Management by PHILIP KOTLER:11th edition
page no. 104 130.
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