A

PROJECT REPORT

ON

“TO STUDY THE CUSTOMER PREFERENCES FOR MILK PRODUCTS WITH

REFERENCED TO SAHARA AGRO PVT.LTD”

FOR

“SAHARA AGRO PVT. LTD.”

SUBMITTED TO

SAVITRIBAI PHULE PUNE UNIVERSITY

DEGREE OF MASTER IN BUSINESS ADMINISTRATION (MBA)

2014-2016

SUBMITTED BY

Mr. KIRAN SURESHRAO BENDE

MBA (2014-2016)

UNDER THE GUIDANCE OF

Prof. KAVITA KAMATH

THROUGH

SINHGAD INSTITUTE OF TECHNOLOGY AND SCIENCE

NARHE, PUNE – 411011

1
 DECLARATION

I the undersigned hereby declare that this report entitled “TO STUDY THE CUSTOMER
PREFERNCE FOR THE PRODUCTS OF MILK WITH REFERENCE TO SAHARA AGRO LTD” with
special reference SAHARAAGRO Pvt. Ltd. Is a genuine work prepared by me under the
guidance of Prof. KAVITA KAMATH and it is my original work.

The finding in the report is based on the data collected by myself. The matter presented in
the project is not copied from any way the university authority deems to be feet. This work
has not been submitted for the award of any diploma or degree in either Pune University or
any other.

This work is humbly submitted to Savitribai Phule, Pune University for the award of degree
of “Master of Business Administration” for the year 2014-2016.

Place:Narhe Mr. Kiran Sureshrao Bende

Date : Name of Student

2
ACKNOWLEDGMENT

It is pleasure to acknowledgment the assistance support from several individuals

during the course of their endeavor. I sincerely thank to SAHARA Pvt. Ltd. For allowing
my

project. I further express my sincere thanks to DR. S. N. MALI (Director Sinhgad Institute of

Technology And Science ) and my guide PROF. KAVITA KAMATH for their kind
encourage

mint given during the period of my Project work.

Last but not least I am also thankful to all the respondents, staff,
Management of

Sahara Pvt. Ltd. as without their co-operation this Project would not have taken this shape.
My

whole hearted thanks to all other persons who dirctly or indirectly helped in completing my

project. I really derived immence benefit due to all round explosure to various aspects during
my

project . I am indebted to all of them.

3
 INDEX

SR.NO.

CHAPTER NAME

PAGE NO.

1 EXECUTIVE SUMMARY 1-3

2 INTRODUCTION 4-6

3 COMPANY PROFILE 7-15

4 PRODUCT PROFILE 16-21

5 THEORECTIAL BACKGROUND 22-26

6 RESEARCH METHODOLOGY 27-32

7 DATA ANALYSIS & INTERPRITATION 33-45

8 OBSERVATION & FINDING 46-49

9 SUGGESTIONS 50-51

10 CONCLUSION 52-53

11 BIBLIOGRAFHY 54-55

12 ANNEXURE 56-60

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 CHAPTER NO.1

EXECUTIVE SUMMERY

EXECUTIVE SUMMERY

This project is based on FMCG sector .The FMCG sector, which I have selected for my project is
SAHARA AGRO Pvt. Ltd .which, is situated in Loni Ambegoan. The reason behind selecting
SAHARA AGRO is its various schemes products & services category & effective distribution
channel also its future policies where the company is coming out with lots of new and affordable
schemes for its customer .Sahara agro is private Ltd. Based company .the company was started
in 2006 by Mr. Rajendra Walunj . The products and services affordable rates & convenience to
retailer & dealer .They have various plans for various customers depending on the requirement
or preferences of the customers .Sahara Agro has various product categories milk ,milk products

5
,Mineral water and many more. In the service and distribution category, it has very fast service
include effective distribution channel.

In this project, more emphasize given to the customer preferences & their buying behavior. Now
a day most of the FMCG companies considering preference of the customers as an important
part of their product and services .From the analysis of the survey it becomes clear that the
consumer give preference for the particular brand so it play vital role in purchase decision.
Sahara Agro Pvt.Ltd.capture large market in our state.

Research methodology used for getting the data thought company documents, files, websites,
and Questionnaire etc. it provides brief information about significance of topic .during my
research project I found that the customers are satisfied with the company’s service provided.
Company has built the loyal customer and the company regularly interacts with the customer the
customer. The overall performance of the company is good.

The main objectives of the survey are,

(1) To find out the customer preference for the dairy products.

(2) To analysis the consumer buying behavior.

(3) To identify the future market for the dairy products.

I had done survey in order to study the demand for the product and to understand the
expectations and requirement of the market. it was conducted to find out the expectations and
requirement of the market .it was conducted to find out the respondents preferences of product
and to find out the demographic characteristics of customers who willing to buy this products.
While this objective in mind, a survey was conducted in area of Loni (Ambegoan). The sample
was 100, selected from different area .Questionnaires (Primary )& Internet site( secondary)
where the tools for the data collection .I have visited the customers and gave the questionnaire
directly, personally interviewed. On basis of project, various suggestions are given which may
help the organization for making profit and sales expansion.

6
7
 CHAPTER NO.2

INTRODUCTION

2.1 INTRODUCTION :-

Agriculture has been and will be the lifeline of Indian economy. Indian is the largest and one of
the most economical milk products in the world. It is most important sector of the Indian
economy. This sector contributes close to one-fourth of Indies national income and total work
force engage in integral part of food for centuries. The success of white revelation in India has
largely been return millions of small holders. About 70 million dairy farmers produced more than
50% milk in the country.

Milk and milk products are one of the important components of the Indian food industry.
Consumption of milk and milk products is deeply rutted in our traditional and it is and essential
8
item during festivals and others events. Dairy market in India is quite a and according to and
instatement unorganized milk and milk products is about rupees 470 billion while the market for
the processed organize dairy segment is only Rest. 10,000 Cores.

The market is currently growing at around 5% P.A. is in volume terms. There is an impressive
the level of processing. I.e. 22% in organize sector. India with its population of more than one
billion and diverse food habit, cultures, traditions and realign offers grate market for milk
products. With well define quality characteristics and package in attractive containers can be
marketed at different places. The milk products produce include curd,

Ghee, panders, shrikhand, milk powder, and icecream. And variety milk sweets. The market for
tradition dairy products in Indiais estimated to be US 10Billion, being the largest fastest

2.2OBJECTIVE OF STUDY:-

1) To find out the customer preference for the dairy products.

2) To analyze consumer buying and requirement of the market.

3) it identify future market for the dairy products.

2.3 SCOPE OF STUDY:-

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The study aims to find the customer preference of milk products with reference to Sahara.
The study is restricted to information regarding the customers likes and dislikes. Their
personal decisions and family decisions and loyalty of the customers. The study has been
carried out for the period of 3 months and has focused on all type of customers.

10
 CHAPTER NO.3

COMPANY PROFILE

3.1 COMPANY PROFILE:-

HEAD OFFICE:-

Sahara Agro Pvt.ltd.

Walunjnagar’Post:-Loni (Dhamni)

Taluka: -Ambegoan,

Dist.:- Pune

Pin NO.410510

11
3.2

MISSION:-

The mission of SaharaCompany’s described as follows:

Sahara Dairy Provides The Standers Quality To Our Customers In The Most Commercial
Approch.

VISION:-

The vision of sahara company is describes as follows :

The vision of the company is to improve in the all aspect in which the company created by
improving social and echonamic environment they want to make tommarro better then taday.

VALUES-

1) Excellence

2) Leadership

3) Quality

4) Growth oriented new products

5) Customer satisfaction

3.3 QUALITY POLICY OF THE COMPANY:-

The milk is complete food and the cow is holly being .we declared our quality policy to procure
the best quality of milk keeping the view in ,mind the total enlist mint of our milk supplier
commercially as well as socially including the health, food ,hygienic and maintenance of milking
animals

The scientific milk production at the root level, systematic procurement hygienically processing
and efficient distribution is our prime motto in red to achieve the complete satisfaction of end
customer is quality policy.”

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3.4 BACKGROUND OF SAHARA MILK

The Sahara food milk is nutritive beverage obtained from, various animals and consumed by
humans .most milk is obtained from dairy cows ,although milk from goats , BUFFALO IS
ALSO USED in the Pune, Mumbai, Nagpur and many industrialized city, raw cow’s milk is
process before it is consumed .during thaw fat content of milk is adjusted ,various vitamins are
added ,and potentially harmful bacteria is killed. In addition to being consumed as a beverage,
milk is also used to make butter, cream, cheeks and variety of other products.

The objective of the project explains better use of resources. it also explains about the cases and
information about marketing mix tools and to study the importance of pricing decisions of firm &
to understand the channels of distribution .to study the distribution and marketing strategy
adopted by company and to understand the concept and role of promotion in marketing .

3.5 TYPES OF MILK

There are difference type of milk .some depend on the amount of milk fat present I the
finished product .Others depend on the types of processing involves. Still others depend on the
type of dairy cow that produced the milk.

The federal food and drug administration (FDA) established standers for different types of
milk and milk products .Some states use these Standers required, while, others Have their own
standers. Prior to 1998 the federal standers required that fluid milk sold as whole milk must have
no less than 3.25%milk fat, low –fat milk must have no less than 0.5% milk fat .Starting in 1998
The FDA required that milk with% milk fat must be labeled as “reduced –fat” because it did not

13
 meet the new definition of low-fat products as having less than 3 grams of fat per serving . Milk
with 1% milk fat could still be labeled as “low fat” because it did meet the definition .As a
comparison, light cream has no less than 18% milk fat, and heavy cream has no less than 36%
milk fat.
Other types of milk are based on the type of processing involved. Pasteurized milk has been
heated to kill any potentially harmful bacteria. Homogenized milk has the milk fat particles
reduced in size and uniformly blended to prevent them from rising to the top in the form of
cream. Vitamin frothy states field milks have various vitamin added .Most milk sold in market in
the united states is pasteurized, homogenized, and vitamin-fortified.

Grade A milk refers to milk produced under sufficiently sanitary conditions to permit its use
as fluid milk. About 90% of milk produced in the United States grade A milk .Grade B milk is
produced under conditions acceptable only for manufactured products such as certain cheeses,
where it undergoes further processing. Milk is produced under exceedingly high sanitary standers
and is sold at higher price than Grade milk.

Raw Materials:-
The average composition of cow’s milk is 87.2% water ,3.7% milk fat ,3.5% protein
and4.9%Lactose.This composition varies from cow to cow and breed to breed For example,
Jersey cows have an average of 85.6% water and 5.15% milk fat, These figures also very by the
session of the year ,the animal feed content, and many others factors.
Vitamin D concentrate may be added to milk for400 international units (IU) per quart most
low fat and skim milk is also has 2000 IU of vitamin A added.
3.2 The Manufacturing Process:-

14
 Milk is a perishable commodity. For this reason, it is usually processed locally. Dairy cows
are milked twice a day using mechanical vacuum milking machines. The raw milk floes through
stainless steel or glass pipes to a refrigerated bulk milk bank .A few hours of being collected ./in
the United States , there are several hundred thousand dairy farms and several thousand milk
processing plants .Some plants produce only fluid milk ,while others also produce butter ,cheese.
And other milk products.

COLLECTING:-

Dairy cows are milked twice a day using mechanical vacuum milking machines. The raw
milk flows through stainless steel or glass pipes to a refrigerated bulk milk tank where it is
cooled to about 40’ (4.4’C).

A refrigerated bulk tank truck makes collections from dairy farms in area within a few hours.
Before pumping the milk from each farm’s tank. the driver collects a sample, checks the flavor,
and records the volume .At the milk processing plant, the milk in the truck is weighed and is
pumped into refrigerated tanks in the plant through flexible stains steel or plastic hoses.

SEPARATING:-

15
The cold raw milk passes through either a clarifier or a separator, which spins the milk through a
series of council disks inside an enclose. A clarifier removes debris, some bacteria , and any
sediment that may be present in the raw milk A separator performance the same task, but also
separates the heavier milk fat from the other milk to produce both cream and skim milk Some
processing plants use a standardized-clarifier, which regulates the amount of milk fat content in
the milk by moving only the excess fat. The excess milk fat is drawn off and processed into
cream or butter.

FORTIFYING:-

Vitamins A and D may be added to the milk at this time by a periodic pump, a clarifier removes
debris, some bacteria, and any sediment that may be present in the raw milk. The milk is then
fortified and pasteurized. This automatically dispenses the correct amount of vitamin concentrate
into the flow of milk.

16
PASTEURIZING:-

The milk-either whole milk, skim milk, or standardized milk is piped into a pasteurizer to kill
any bacteria. There are several methods used to pasteurize milk .the most common is called the
high-temperature, short-time (HITS) process in which milk is heated to 161F (72C)for
15seconds. Other milk products have different time and temperature requirement. The hot milk
passes throught a long pipe whose length and dimeters are sized so that it takes the liquid exatly
15 seconds to pass from one end to the other. A temperature sensor at the end of the pipe divers
the milk bback to the inlet for proccessing if the temperature has fallen below the required
standard.

HOMOGENIZING:-

Most milk is Homogenized to reduce thje size of remaning milk fat particles.This prevents the
milk fat from seperating and floting to the surface as cram .It also ensure that the milk fat will be
evently distributed throught the milk. The hot milk from the pasteurizer is pressurized to 2500-
3000 psi by amultiple-cylider position pump and is forced throught very small passage in an
adjustable valve.The hearing effect of being forced through the tiny opening breaks down the fat
into proper size. The milk is then quickly cooled to 40’F (404’C) to avoid harming its taste.
PACKGING:-

17
The milk is pumped into coated paper cartons or plastic bottles and is saled in the united states
most milk destined for ratail sell in grcery stores is packaged in the gallen (3.8-ltr)plastic botteles
.The bottels or cartons are stamped with a”sell “ date to ensure that the retailes do not allow the
milk to stay on their shelves ranger than it can safetly stored .
The milk cartons or bottels are placed in protective shipping containers and kept frigerated .They
are shipped to distribution warehouses in refrigerted trailers and then on to the individual market
,where they are kept in refrigerated display cases .

CLEANING:-

To ensure saniyary conditions ,the inner surfaces of the process equipment and piping system are
cleaned once a day .Almost all the equipment and piping used in the processing plant and on the
farm are made from steainless steel .highly automated clean-up in place system are incorporated
in to this equipment that allows solvents to be run through the system and then flushed clean
.This is done at a time between the normal influxes of the milk from the farms .

QUILITY CONTROL:-

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The federal Food and Drug Administration (FAD) publishes the grade A milk ordinance which
sates sanitation standers of milk production inin most staes ane for all intrestate milk shipprs .the
composition of milk and milk product is specified in Agricultural Handbook 52 published
By the united state Departmend of agriculture .It lists both federal and state standerds .Testing of
milk products include tests for fat content ,tatalsolids,pasteurization efficincy,presence of
antibiostic used to control cow deases,and many other.

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 CHAPTER NO.4

PRODUCT PROFILE

4.1 PRODUCT PROFILE

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TYPES OF THE PRODUCTS IN SAHARA

1)MILK PRODUCT:-
1) Amrakhand
2) Prtein Milk.
3) Cow Ghee,
4) Curd,
5) Sahara Milk,
6) Sudarshan Toned Milk,
7) Sahara Tajagi Milk,
8) Sahara Shrikhand.

2) OTHER PRODUCTS:-
1) Package Drinking Water,
2) Water Jar,

1) MILK PRODUCTS:-

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1) AMRAKHAND:-

The royal Alphorns mango blended with shrikhanda create a soothing taste. Available
in 100 Gms, 250 Gms, And 500 Gms cups packed in corrugated boxes with 6kgs in
each Box.

2) PROTEIN MILK :-

Sahara butter milks is a graete refresher at any time of the day. Available in the
products and distribution in carates of 10 liters.

3) GHEE :-
Sahara ghee is a popular brand that has one place and every table field with delicious.
It adds that special flavour to the food giving it a lingring taste that will be cherished
for a long time. The agmark certificate insurance that all forms of the quality have
been satisfied.this makes sahara ghee reliable iteam. In the house hold is the taste of
purity complete nourishment with guaranteed certifications. Cow and buffalo ghee is
available in 200 ml, 500 ml, 1lter jars.

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4) CURD :-

Sahara curd as a new dimentions food through it’s pleasant taste. Available in 200
cup.

5) SAHARA MILK :-

Sahara flavoured milk is a delight in taste that caters to the diffenrt moods. It is a grate
combination of an health giving you extra zest. Sahara flavored milk is a
‘swedish’beverage that matches internation health standers. It is prepared from toned
milk in a seris of sterilized process with high pririty to quility maintainance at every
stage & care has been taken yo add value to this exquisite product. It is enriched with
essential calories to make it complete balanced diet ,which also acts as a powerful
brain tonic comes in 5 fascinating flavors – Keshar –Elichi ,Rose,Coffee,Pista and
mango.

23
6) SUDARSHANN TONED MILK:-

Ruchira as the name suggest is your access to taste. Ruchira milk is double toned milk
to give you the palsing taste of milk without the calories that it brings alonng the
toning of the milk is a hgienic process that ensure optimum quility without loss of
food value.

7) SAHARA TAJAGI MILK:-

Sahara cow milk is a product of high nutritive content and exotic test. It is a complete
balanced full ifor both infants and adults,since it is riching proteins,vitamins and
glucose that our body needs. It is processed higenic conditions following the most
stingent standards of quility.
Comlete nutrition for your entire family from pasteurized and homogenized cow milk.
The cow milkis collected from registered farmers is in maharastra. It is carefully
tested in the laboratory and then processed in the plant using the most sophisticated
machinary to maintain the highest degree higiene.

8.SAHARA SHRIKHAND:-

Shrikhand makes any lunch and dinner into a special occasion. Avilable in 250gms
and 500gms cups packaed in corrugated boxes with 6kgs in each box.

24
2)OTHER PRODUCTS :-

1)PACKGED DRINKING WATER:-

Water in its purest form is really a life giving liquid. Sahara is the assurance that each
drop of water that you consume is full of energy, the energy of freshness. Our ISI
certification stands testi mony to the quility of our product. At our plant,we take the
strictesst measurs regarding hygiene and have the best technology for its purification.

PACKING DETAILS :-

Available in 1/2Ltrs. Bottle –Packed in 24 bottels in1 box,Ltrs.Bottle-Packed in 12

bottels in 1box and 2Ltrs. Bottels packed in 9 bottels.

2. PACKAGED DRINKING WATER JAR:-

The Sahara jar is an intertesting solution for families or gatherings. The water
scientifically purified. It ensures purity at minimum cost. Sahara jars are portable, take
minimum space and are easy to uses.

25
 CHAPTER NO.5

THEORETICAL BACKGROUND

26
 CONSUMER BEHAVIOR is the study of individuals, groups, or organizations and the
processes they use to select, secure, use, and dispose of products, services, experiences, or
ideas to satisfy needs and the impacts that these processes have on the consumer and
society.[1] It blends elements from psychology, sociology, social anthropology, marketing,
and economics. It attempts to understand the decision-making processes of buyers, both
individually and in groups such as how emotions affect buying behavior. It studies
characteristics of individual consumers such as demographics and behavioral variables in an
attempt to understand people's wants.

IMPORTANCE OF CONSUMER BEHAVIOUR

The modern marketing management tries to solve the basic problems of consumers in the
area of consumption. To survive in the market, a firm has to be constantly innovating and
understand the latest consumer needs and tastes. It will be extremely useful in exploiting
marketing opportunities and in meeting the challenges that the Indian market offers. It is
important for the marketers to understand the buyer behavior due to the following reasons.

The study of consumer behavior for any product is of vital importance to marketers in shaping
the fortunes of their organizations.

It is significant for regulating consumption of goods and thereby maintaining economic

stability.

It is useful in developing ways for the more efficient utilization of resources of marketing. It
also helps in solving marketing management problems in more effective manner.

Today consumers give more importance on environment friendly products. They are
concerned about health, hygiene and fitness. They prefer natural products. Hence, detailed
study on upcoming groups of consumers is essential for any firm.

The growth of consumer protection movement has created an urgent need to understand how
consumers make their consumption and buying decision.

Consumers’ tastes and preferences are ever changing. Study of consumer behavior gives
information regarding color, design, size etc. which consumers want. In short, consumer
behavior helps in formulating of production policy.

For effective market segmentation and target marketing, it is essential to have an

understanding of consumers and their behavior.

27
FACTOR AFFECTING CONSUMER BEHAVIOUR

A consumer’s buyer behavior is influenced by four major factors:-

1) MARKETING MIX
2) ECONOMIC CONDITIONS
3) PERSONAL PREFERENCES
4) GROUP INFLUENCE
5) PURCHASING POWER

The study of consumer behavior not only helps to understand the past but even predict the
future. The below underlined factors pertaining to the tendencies, attitude and priorities of
people must be given due importance to have a good understanding of the purchasing patterns
of consumers.

1) MARKETING MIX:-

Marketing mix is most commonly executed through the 4 P’s of marketing: Price, Product,
Promotion, and Place.

a) PRODUCT

The product is either a tangible good or an intangible service that is seem to meet a specific
customer need or demand. All products follow a logical product life cycle and it is vital for
marketers to understand and plan for the various stages and their unique challenges. It is key
to understand those problems that the product is attempting to solve.

b) PRICE

Price covers the actual amount the end user is expected to pay for a product. How a product is
priced will directly affect how it sells. This is linked to what the perceived value of the
product is to the customer rather than an objective costing of the product on offer. If a
product is priced higher or lower than its perceived value, then it will not sell.

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 c) PROMOTION

The marketing communication strategies and techniques all fall under the promotion heading.
These may include advertising, sales promotions, special offers and public relations.
Whatever the channel used, it is necessary for it to be suitable for the product, the price and
the end user it is being marketed to.

d) PLACE

Place or placement has to do with how the product will be provided to the customer.
Distribution is a key element of placement. The placement strategy will help assess what
channel is the most suited to a product. How a product is accessed by the end user also needs
to compliment the rest of the product strategy.

2) ECONOMIC CONDITIONS

Consumer spending decisions are known to be greatly influenced by the economic situation
prevailing in the market. This holds true especially for purchases made of vehicles, houses
and other household appliances. A positive economic environment is known to make
consumers more confident and willing to indulge in purchases irrespective of their personal
financial liabilities.

3) PERSONAL PREFERENCES

At the personal level, consumer behavior is influenced by various shades of likes, dislikes,
priorities, morals and values. In certain dynamic industries such as fashion, food and personal
care, the personal view and opinion of the consumer pertaining to style and fun can become
the dominant influencing factor. Though advertisement can help in influencing these factors
to some extent, the personal consumer likes and dislikes exert greater influence on the end
purchase made by a consumer.

4) GROUP INFLUENCE

Group influence is also seen to affect the decisions made by a consumer. The primary
influential group consisting of family members, classmates, immediate relatives and the
secondary influential group consisting of neighbors and acquaintances are seen have greater
influence on the purchasing decisions of a consumer. Say for instance, the mass liking for fast

29
 food over home cooked food or the craze for the SUV’s against small utility vehicle are
glaring examples of the same.

5) PURCHASING POWER

Purchasing power of a consumer plays an important role in influencing the consumer

behavior. The consumers generally analyze their purchasing capacity before making a
decision to buy and products or services. The product may be excellent, but if it fails to meet
the buyers purchasing ability, it will have high impact on it its sales. Segmenting consumers
based on their buying capacity would help in determining eligible consumers to achieve
better results.

30
 CHAPTER NO.6

RESEARCH METHODOLOGY

31
 RESEARCH METHODOLOGY

6.1 MEANING OF RESEARCH

Research is nothing but to search for knowledge, one can also define search as a scientific and
systematic search for pertinent information on specific investigation. Some people consider
search as movement from known to unknown. it is actually voyage discovery fuller
understanding of the unknown.

Survey market is the systematic data collection on the various marketing accepts for a company
for it goods and services the study is done with a set of objective may be for resign to analyzed
consumer behavior for the field of marketing. The market research was completed only when
proper analysis is carried with the help of relevant information collected and solution –fulfilling
objective is identified.

There is nothing new about market research .it will be seen through history

Those executive succeed who know there market .some definitions of eminent given below in
order to get understanding all concept.

“Research is considered to be more formal, systematic, intensive process of carrying out the
scientific method of analysis”

RESEARCH DESIGN:-

“A logical and systematic plan prepared for directing a research study”.

SAMPLING DESIGN:-

Sampling is commonly use technique in research where in small portion of the population is
selected for intensive study.

32
TYPE OF SAMPLE DESIGN:-

PROBABILITY SAMPLING:-

Random sampling is the purest form of probability sampling. Each member of the population has
an equal chance to be selected. When there is very large population, it is often difficult or
impossible to identify every member of population, so the pool available subject becomes biased.
Random sampling is frequently use to select a specify number of records from a computer file.

SAMLPING SIZE (100 Consumers)

Sampling size is nothing but the number of samples we analyze for the project.

SAMPLING UNITS:

EXISTING CUSTOMER (100)

SCOPE OF THE MARKET RESEACH:-

1) PRODUCT RESEARCH

Product means the good & services which are sold to the consumers. It includes
consumer’s products and industrial products. Product research study individual product. It
studies the making and marketing of the product. it studies the color, size, shape, quality,
packing, brand name & price of the products. it also deals with products modification,
products innovation, product life cycle, etc. The product is modifies as per the need wants
of the consumers. There for, the product not fail in the market

2) CONSUMERS RESEARCH :

Consumer is the person who purchases the goods & services. The consumers are the king
in the market. Consumer research studies consumer behavior. It studies the consumer
needs, wants, likes, dislikes , attitude, age, sex, income, location, buying motives etc. This
data is use to take decision about the product, its price, Place & Promotion.

33
3) PACKAGING RESEARCH:

Packaging Research is part of product research. It studies the package of the product. it
improve the quality of the package. it make the package more attractive. it make the
package more convenient for the consumer. it reduce the cost of packaging. It select a
suitable method for packaging. It also selects suitable packaging material.

4) PRICING RESEARCH :

Pricing research studies the pricing of the product. It select suitable method of the pricing.
it fixes the price for the product. it compare the companies price with competitors price. It
also fixes the discount and commission, which are given to middle men. It studies market
price trends. It also studies future price trends.

5) ADVERTISING RESEARCH :

Advertising Research studies advertising of the products. it fixes the adverting

objectives. It also fixes the advertising budget. It decides about the advertising message,
layout, copy, slogan, headline, etc. it select a suitable media for advertising. It also
evaluates the effectiveness of the advertising and other sales promotion techniques.

6) SALES RESEARCH :

Sales Research studies the selling activity of the company. It study the sales outlets, sales
territories, sales forecasting sales trends, sales method , effectiveness of the sales force
etc.

7) DISTRIBUTION RESEARCH :

Distribution Research studies the channel of distribution. It selects a suitable channel for
the products. It fixes the channel objective. It identifies the channel function like storage,
branding etc. it evaluates the competitors channel.

34
 MOTIVATION RESEARCH :

Motivation Research studies consumers buying motives. Is a study those factors that

motivate consumers to buy a product. It mainly find out, why the consumer buy the

products? It also find out the causes of consumer behavior.

8) MARKET RESEARCH :

Market Research studies the market, market competitions market trends etc. it also the
sales forecasting. It estimate the demand for new products it fixes the sales territories and
sales quotas.

9) MEDIA RESEARCH :

Media Research studies various advertising media. The different advertising media are
television, radio, newspaper, Magazines, the internet, etc. media research studies the
merits and demerits each media. It selects a suitable media for advertising. It dose media
planning.

DATA COLLECTION:-

There are very few rules to define the task of data collection each research project uses a

data collection technique appropriate to the particular research methodology. The two

primary goals for quantities and qualitative studies are to maximize response and

maximize response and maximize accuracy.

PRIMARY DATA:-

Primary data are those which collected for the first time and they are original in

character the primary data is the to be collected by researcher to study the particular

problem.

35
 METHODS OF COLLECTING PRIMARY DATA:-

I have used Survey method (Questionnaire method) for this project.

A) SURVEY METHOD:-

1) PERSONAL INTERVIEW METHOD:-

2) QUESTIONNAIRE METHOD:-

The survey method is the most widely used technique in the marketing research survey has a
advantages of getting to the original sources of information the research adopt this method of
problem & prospect of consumer toward in Sahara Pvt. Ltd.

1) PERSONAL INTERVIEW METHOD:-

Under this method the researcher has to contact personally to the respondent it is direct form
of investigation involving face to face in the communication with free back of information
various question relation to the problem are asked and conclusion are drawn on the answer
by respondent.

2) QUESTIONNAIRE METHOD :-

A) The questionnaire method is by far the most common instrument in the collecting the data
questionnaire consist of set question presented to are spend for his/ her answer is very fixable
in that the ways to ask question.

B) The researchers first all studies topic off research carefully and frame out the various
question which are required for analysis step by step the research guide arrange the
questionnaire is prepared.

SECONDARY DATA

A) Secondary Data Are Those Data which already collected by someone for same
purpose and availed for reference.
B) Researcher usually starts their investigation by examine secondary data to see
whether can be pertly or whether there solving.
C) Secondary data provides starting points for research and offer the advantages the
lower cost and quicker availability.
D) Various book on the advertising and marketing for researcher takes help of
various marketing encyclopedia newspaper cutting different articles publishing
in magazines and different reference books etc.
36
 CHAPTER NO.7

DATA ANALYSIS AND INTERPRETATION

37
 CUSTOMERS QUESTIONNAIRE:-

1)sex.

Sex Number of Percentages of

Sr. Respondent Respondents
No.
Male 40 40
1.
Female 60 60
2.
Total 100 100%

Respondant
70

60

50

40

Respondant
30

20

10

0
Male Female

Graph No.1

Interpretation:-

Of the respondents 60% are Female and 40% are male respondents.

38
2. AGE OF THE RESPONDENTS

Product Number of Percentages of

Sr. Name Respondent Respondents
No.
Less than 18 15 15%
1. years.
18-30 years 25 25%
2.
30-50years 47 47%
3.
More than 13 13%
4. 50 years
Total 100 100%

50 47
45
40
35
30 25
25
20 15
15 13
10
5
0
Less than 18 18-30 30-50 More than 50

Age of Respondent

Graph No.2

Interpretation:-

Of the respondents, 15% customer’s age is less than 18 year. 25% respondents age 18-30
years .47% respondents’ age 30-50 years. 13% respondent age more 50 years.

39
3) OCCUPATION

Sr. Occuption Number of Percentages of Respondents

No. Respondent
Professionnal 20 20
1.
Housewife 60 60
3.
Businessman 10 10
4.
Others 10 10
5.
Total 100 100%

Percentage
70
60
60

50

40

30
20
20
10 10
10

0
Proffesional Houswife Businessman Others

Percentage

Graph No.3

Interpretation:-

Out of 100 respondents, 20% are professional, 60% are housewives, 10% are businessman

&10% are others

40
4.MONTHLY INCOME

Monthly Number of Percentages of

Sr. income Respondent Respondents
No.
Less than 20 20
1. 5000
5000-10000 30 30
2.
10000- 32 32
3. 15000
More than 18 18
4. 15000
Total 100 100%

Monthly Income
35

30

25

20

15 Monthly Income

10

0
Below 5000 5000-10000 10000-15000 More than 15000

Graph No.4

Interpretation:-

Of the respondents 20% respondents have income less than 5000. 30.00% respondents have
income 5000-10000 per month. 32.00% of respondents have income 10000-15000 per
month.18percentage respondents have income more than 15000 per month.

41
5. NUMBERS OF THE MEMBERS IN THE FAMILY

Members Number of Percentages of

Respondent Respondents
3 or less 22 22.00
1. than 3
3-4 30 30.00
2.
4-5 33 33.00
3.
More than 5 15 15.00
4.
Total 100 100%

Family Member Of Respondent

35

30

25

20

Family Member Of Respondent

15

10

0
3 or less tha 3 3 to 4 4 to 5 More than 5

Graph No.5

Interpretation:-

Most of the respondent have 4-5 Members in the family, followed by 3-4 & 3 or less than 3
members. Only 15% had very large family size is more than 5 members in the family.

42
6. MOSTLY PREFERRED BRAND BY CONSUMERS

Brand Name Number of Percentages of

Sr. Respondent Respondents
No.
Sahara 55 55.00
1.
Suruchi 5 5.00
2.
Chitale 20 20.00
3.
Kanayya 8 8.00
4.
Goverdhan 12 12.00
5.
Total 100 100%

60
50
40
30 55
20
20
10 8 12
5
0
Sahara Suruchi Chitale Kanayya Goverdhan

Brand Name

Graph no.6

Interpretation:-

From the above graph it can be concluded that 55.00% consumer Sahara milk 5.00 %
consume Suruchi. 20.00% consume Chitale .8.00% consume Kannaiyya& 12.00% consume
Goverdhan.

It shows that Sahara is most prefered brand in the Loni (Ambegaon) market.

43
7. VARIOUS REASON FOR THE CONSUMPTION OF SAHARA MILK

Atributes Number of Percentages of

Sr. Respondent Respondents
No.
Price 20 20
1.
Good Taste 25 25
2.
Quility 25 25
3.
Availability 17 17
4.
Packging 13 13
5.
Total 100 100%

30

25 25
25

20
20
17

15 13

10

0
Good Taste Quality Price Availability Packaging

Attributes

Graph No.7

Interpretation:-

From the above graph it is seen that, 20% respondents consume Sahara milk due to price,
25% respondents consume Sahara milk due to good taste, 25% respondents consume Sahara
milk due to quality, 17% respondents consume Sahara milk due to availability of all time, and
remaining 13% respondents consume Sahara milk due to packaging of Sahara milk.

44
8) QUANTITY OF MILK PURCHASES PER DAY

250ml 30 30
1.
500ml 45 45
2.
1 liter 15 15
3.
More than 1 10 10
4. liter
Total 100 100%

Quantity
250 Ml 500 Ml 1 Liter More than 1 Liter

10%

30%
15%

45%

Graf no.8

Interpretation:-

Of the respondents 30% of respondents who have purchases 250ml. milk per day 45%
respondents who have purchases 500 ml. Per day. 15% of respondents who have purchases
1ltr. Milk per day10percentage respondents who have purchase more 1ltr. Milk per day.

45
9) RATE OF THE SERVICE MAKING BY SAHARA PRODUCTS

Rating Number of Percentages of

Sr.no. Respondent Respondents
Excellent 21 21
1.
Good 29 29
2.
Satisfactory 34 34
3.
Bad 09 09
4.
Poor 07 07
5.
Total 100 100%

40
34
35
29
30

25
21
20

15
9
10 7
5

0
Satisfactory Good Excellent Bad Poor

Ratin Of Respondents

Graph No.9

Interpretation:-

Of the respondent it is concluded that 21% of respondents gives excellent remark for the
service of availability of product 29% says service is good. 34% respondents are satisfied
with service & remaining 16% respondent’s needs improvement in availability of the
product.

46
10) SATISFACTION OF THE PACKAGING OF PRODUCT

Particulars Number of Percentages of

Sr. Respondent Respondents
No.
Satisfied 45 45
1.
Fully Satisfied 20 20
2.
Neutral 10 10
3.
Dissatisfied 15 15
4.
Fully 10 10
5. Dissatisfied
Total 100 100%

Satisfaction of Packaging
Satisfied Fully Satisfied Neutral Dissatisfied Fully Dissatisfied

10%

15%
45%

10%

20%

Graph No.10

Interpretation:-

Of the respondents it is concluded that 67% respondents are fully satisfied& 16% are

Satisfied with packaging of Sahara milk, remaining 17 % respondents are not satisfied with

Sahara milk.

47
11) SOURCES OF INFORMATION FOR SAHARA PRODUCT

Sr. Media Number of Percentages of

No. Respondent Respondents
Banners 55 55
1.
Retailer’s 17 17
2. suggestion
Newspaper 8 8
3.
Friends/Relatives 15 15
4.
Other 5 5
5.
Total 100 100%

Other Source of Information

5%

Friends/Relatives
15%

Newspaper
8%
Banner
suggetion 55%
17%

Graph No.11

Interpretation:-

Of the respondent it is concluded that advertising in local newspaper influencing consumers

to purchases Sahara product .behind advertisement in newspaper, posters & banner flex are
also playing vital role in the publicity of Sahara product. Apart from this retailers and
experience of friends also adding more benefit to the Sahara product.

48
12) Customer Preference about hygienic

Sr. Particulars Number of Percentages of

No. Respondent Respondents
Yes 80 80
1.
No 20 20
2.
Total 100 100%

Sahra Milk is more hygenic

No
20%

Yes
80%

Graph No.12

Interpretation:-

Of the respondent it is concluded that 80% respondents are told that Sahara is hygienic
product , remaining 20%respondents are not hygienic..

49
 CHAPTER NO.8

OBSERVATIONS & FINDINGS

50
8.1 OBSERVATION & FINDING
1) Sahara industry is situated in Loni and targeted local market but there is cutthroat
competition because of other brands like suruchi, Goverdhanmilk etc. According to
survey customer says taste of SAHARA is very good.

2) Sahara industry was launched in 2006 and created good reputation in customer
mind.All FMCG channels in the market and it can sell Sahara available in various size
and packages.

3) According to survey it is clear that market share of Sahara milk is higher than other
competitors in loni and shirur.

4) According to survey 68.57% customer says price of Sahara milk is comparatively

affordable.

5) More than 90% customers are aware about different product of Sahara .for instance
ghee, Lassi, Sahara shikhand.

6) More than 70% customers are satisfied with the present service and quality of the
product.
7) Penetration pricing strategy –sahara is the price warrior in the milk market and
currently has a very wide range to offer for all the price points.

8) Shortage of stock during season.

9) Distribution problems.

10) Sahara is currently facing stiff competition from the local manufactures in the low
priced segment skills.

51
 8.2 SWOT ANALYSIS OF SAHARA AGRO:-

STRENGTHS:-

1) Biggest Sourcing best for milk and milk products in India.

2) Penetration pricing strategy-Sahara is the warrior in the market and currently has a
very wide range to offer for all the price points.

3) High Quality reputation.

4) New product and processing technology.

WEAKNESSES :-

1) Advertising is low profile, as the results of the survey show. Majority of respondents
have hardly seen any Advertise of Sahara milk. However, Amul on the other hand is
into heavy advertising and consequently is popular.

2) Shortage of stock during season.

3) Retailers now demand freezers without having to pay any deposit.

OPPORTUNITY:-

1) Internet promotions are a good means of awareness, which should be tacted.

2) It is a high growth segment as a population is every- increasing with never ending

demand.

52
THREATS:-

1) Sahara is currently facing stiff competition from the local manufactures in the low
price segment milk.

2) The customers have very well received the Amul’s product differentiations strategy
and suruchi is also pushing up its advertising pitch.

3) Free entry to the market even “Suruchi” is coming up with their new strategy and
promotion of various variants of milks.

LIMITATIONS OF THE STUDY:-

1) The customers, due to satisfied of time, didn’t give much to answer my queries.

2) The sample size of the survey was may not be true representative of population

53
CHAPTER NO.9

SUGGESSSIOS

54
9.1 SUGGESTIONS:-

There are some recommendations and suggestion. I would like to make after surveying the
market. I had moved through the sells person, distributers, retailers& customers to find out
the real problem in the market.

1) For the increase sale, the company should have to pay more attention on advertisement.

2) For promotion of the product company has to increase the selling beyond the local market.

3) Price of products or Sahara milk should be lower down to make affordable to customer.

55
CHAPTER NO.10

CONCLUSION

56
CONCLUSION:-

Finally it is concluded that the average customers are satisfied with the products of the
Sahara agro pvt.Ltd.

1) The customers are satisfied with the availability of the product and with retailers and
distributers.

2) Sahara milk has comparatively high share in market du to affordable price and good
quality of milk.

3) The payment mode is only with the cash on credit facility is given by company,
distributer.

4) Same retailers give suggestions to the company to give the credit facility.

5) Customer is attracted to Sahara milk and there products due to good services.

6) Most of the customers are aware of frequent advertising mode by company.

7) Most of the customers are satisfied with Sahara milk and other Sahara products due to
price, good taste, quality, and packages.

8) So from above studies included that the SAHARA is the leading brand in loni and
shirur.

57
CHAPTER NO.11

BIBLIOGRAPHY

58
BOOKS:-Chapter X

1) Marketing Management
- Philip Kotlar

2) Sahara Information Brochure

- Sahara pvt.ltd.

Websites:-

www.wikipedia.com

59
CHAPTER NO.12

ANNEXURE

60
 QUESTIONNAIRE

Sahara Agro Pvt.Ltd.

Customer Feedback Form
Dear customer,
Help us to serve you better: In order to improve the quality of customer service, we request
your response through the questionnaire given below with your valuable suggestion,

With warm regards,

Sahara Agro Pvt.Ltd.

Name: ...........................................................................................................................................

Address:..........................................................................................................................................

Contact No: ..................................

1) Sex

 Male
 Female

2) Age
 Less than 18 years.
 18-30 years
 30-50years
 More than 50 years

3) Occupation
 Professional
 Housewife
 Student
 Businessman
 Others

61
 4) Monthly income.
 Less than 5000
 5000-10000
 10000-15000
 More than 15000

5) Numbers of the members in the families

 3 or less than 3
 3-4
 4-5
 More than 5

6) Which company’s milk do you prefer to buy?

 Sahara
 Suruchi
 Chitale
 Kannaiyya
 Goverdhan

7) What are various reason for the consumption of Sahara milk?

 Price
 Good Quality
 Good Taste
 Availability all time

8) What are the Quantities of milk purchases per day?

 250ml
 500ml
 1 liter
 More than 1 liter

62
9) Where do you buy Sahara milk?
 Sahara out lets
 Retailers
 Getting door delivery

10) How is the availability & delivery service?

 Excellent
 Good
 Satisfactory
 Bad
 Poor

11) Are you satisfied with packaging of the product?

 Satisfied
 Fully Satisfied
 Neutral
 Dissatisfied
 Fully dissatisfied

12) What are the sources of information for Sahara product?

 Banners
 Retailer’s suggestion
 Television Advertisement
 Friends/Relatives
 Other

13) Do you feel Sahara milk fulfills your expectations?

 Yes
 No

63
 14) If no what changes, do you expect?
 Quality
 Price
 Availability
 Variety

15) Do you think Sahara milk is more hygienic than others are?
 Yes
 No

16) You will continue the brand in future?

 Yes
 No

Remark :

Thanks for your time co-operation towards the project

Thank You !

64