PROJECT REPORT ON

CONSUMER BEHAVIOUR TOWARDS VERKA MILK & MILK PRODUCTS IN LUDHIANA DISTRICT

SUBITTED TO: SUBMITTED BY: Lect. Gaganpreet dhillon Tejinder pal kaur Lect. Ramanjit bhullar BBA(5TH SEM) 80108320030

BACHELOR OF BUSINESS ADMINISTRATION (Batch 2008-2011)

PREFACE
A professional course like Business Management is to gain theoretical knowledge and practical exposure knowledge to its application. The industrial summer training is offer to student a chance to work in the environment of the milk plant .Therefore, we have an opportunity to gain experience on practical aspects and theoretical knowledge. Summer training is a necessary part of the fulfilment of the BBA degree course . It helps the student to gain knowledge about various aspects of interpreting practical problem through application of concepts and techniques of management. While unfolding this project report gradually and logically in simple language emphasis made by conceptual understanding reasoning.A sincere effort has been made to bring the fact and it is hoped that this report meets the jury expectation and requirements.

ACKNOWLEDGEMENT

The project has been written in simple language specifying to evaluate new training program in consumer behaviour towards Verka milk and milk products in Ludhiana district. Next I express gratitude to Dr. Vijay Asdhir (Director of KIMT) all my teachers and all the persons who support me during the project. Last but not the least, I mention thanks to my advisor Lect. Gaganpreet Dhillon and Lect. Ramanjit Bhullar for their co-operation, guidance and support. Above all, I express my thanks with whose grace and blessings I have completed my project.

Tejinder Pal Kaur

(BBA 5TH SEM) KIMT, LUDHIANA

TABLE OF CONTENT
S. No Topics

Introduction of industry

Introduction of Verka milk plant , Ludhiana

Introduction To the Topic

Research Methodology

Interpretation Of Data

Limitations Of The Study

Conclusion

Bibliography

Appendix

INTRODUCTION OF INDUSTRY

THE PUNJAB STATE COOPERATIVE MILK PRODUCERS FEDRATION LIMITED; The Punjab State Co-operative Milk Producers Federation Limited (MILKFED) was established in the 1973 by Punjab Diary Development cooperation under the Punjab Sate Co-operative Act, 1967 to safeguard commercial interest of milk producers farmers to save them from exploitation of middleman, with their participation in its management and to provide quality milk and milk products to consumers at competitive rates. It came into existence with a twin objective; first to carry activities for promoting production, procurement and processing of milk for the economic development of milk producers by providing remunerative milk market to them at their door step. Second, provide quality milk and milk products to consumers at reasonable rates. Although the federation was registered much earlier, but it came to real self in the year 1983 when all the milk plants Punjab Dairy Development corporation Limited were handed over to cooperative sector and the entire State was covered under operation Food programme to give farmers to a better deal and our valued customers better products. Today,
1

when we look back, Verka has fulfilled the promise to great extent.The setup of the organization is a three tier system, Milk Producers Cooperative Societies at the village level, Milk Union at District level and Milk Federation as an apex body at a State level. INTRODUCTION OF VERKA MILK PLANT LDH

Milk Production is a very important part of the agricultural economy in the State of Punjab. Punjab is one of the smallest States in Indian Union with a total area of 50,362 Sq. Kms., which is 1.5% of the Indian landmass. Dairy Farming is an age-old subsidiary profession in the rural areas of Punjab. Punjab is the second largest milk producing state in India, producing around 10% of the countries Milk Production i.e. 8 million tones annually. First Milk Plant, of the State was setup at Verka near Amritsar. The brand name of Milk and Milk Products was adopted as Verka. The Foundation stone of Milk Plant, Ludhiana was laid by Hon. S. Parkash Singh Badal, the then Chief Minister of Punjab in 1970.Commissioning of the Plant was done by Punjab Dairy Development Corporation in

1974.Inauguration was done by Late Smt.Indira Gandhi the then Prime Minister of India. The capacity of the plant was 1.00 lac. Liter per day, Including powder plant of 7 MT. And now the milk handling capacity is 4.00 Lac Liter per day. OBJECTIVES OF VERKA 1. 2. To strengthen dairy sector, Milkfed came into existence in 1978 and Simultaneously Distt. Milk unions were formed. Village level cooperative societies were also formed on "Anand Pattern". The system was run by the farmers, of the farmers and for the farmers. 3. To give remunerative prices to farmers and to ensure permanent market for the whole year.
4.

To provide technical inputs like artificial insemination, to improve the breed of animals, animals health services, preventive disease treatment and awareness regarding farm management etc.

5.

To provide ISI marks good quality balanced Cattle feed and fodder seeds to the farmers. NECESSITY FOR PRODUCTION ENHANCEMENT

1.

Milk production in the area increased manifold with the result. Resultantly started receiving daily 2.50 LPD of milk. To increase the participation of women 120 exclusively women societies are organized with 15300 women members. Through Punjab Women Dairy Project a Central Govt. sponsored scheme.

2.

3.

Milk Production in the area increased manifold with the result. Resultantly started receiving daily 2.50 Lac LPD of Milk and Peak procurement 4.5 Lac LPD.

4. arose.
5.

To cater to the increased demand, necessity of expansion of milk plant Capacity of Milk Plant enhanced from 1 lac to 4 lac litres with additional powder. Plant of 30 MTs. Plant is having latest State of Art Technology with MVR (Mechanical Vapour Reprocesses) along with a drier with fluidized bed through which agglomerated Powder is manufactured.

6.

7. 8. 9. 10.

This improved the socio- economic conditions of marginal and poor farmers. The profitability of the plant and turnover of the plant improved a lot. No. of societies increased from 94 to 751 and its membership from 5400 to 78000. All the societies are in net profit and distributing bonus to its members. QUALITY OF MILK AND MILK PRODUCTS

1. 2.

To improve the quality of raw milk, Clean Milk Production program started in 650 villages and resultantly the quality of products increased. Milk Plant, Ludhiana was the First in India in Dairy Sector to get ISO Certification. Under ISO Certification and HACCP (IS 15000) Milk Union started export of Ghee, SMP to Gulf Countries Philippines, Manila, South Africa,

3.

Singapore, Bangladesh etc. The export is more than 5.5 crore during the last year. 4. 5. 6. 7. To further improve the quality of Raw Milk, Milk Union started 365 Automatic Milk collection Stations at village level. To meet the Challenges of WTO Milk Union started TIFAC program with the help of Ministry of information. 22 Bulk Milk Coolers have been installed at village level to chill the milk on this spot and to check bacterial count. 28 model dairy demonstration farms have been established including milking machines in distt. of Ludhiana which has encouraged the farmers to adopted dairy on large scale. 8. Milk Union, Ludhiana is first in India which has installed Bectoscan worth 70 lacs and Somatic cell count machine have been installed at milk plant, Ludhiana, 9. Further 23 BMC has been approved under central govt. Scheme on 75% grant to be installed in societies. PRESENT STATUS/ ACHIEVEMENTS OF THE PLANT 1. 2. 3. 4. 5. No. of societies increased from 94 to 751 and its membership from 5400 to 78000. Milk Procurement has increased from 10200 LPD to 2,50,000 LPD. Highest milk price is being paid to the milk producers as compare to other plants in the states Products being manufactured by Ludhiana Plant are sold at premium rates through out of the country and in the International Market. City supply has increase from 66000 LPD to 1,60,000 LPD.

6.
7.

Capacity utilization of the plant is more than 80%. Milk products like Ghee, Table Butter, Skimmed Milk Powder, Whole Milk Powder, Curd, Paneer, Milk Cake etc are being manufactured by Milk Plant Ludhiana. Milk Union, Ludhiana is further progressing by leaps and bounds and it is hoped that in the years to come, it will achieve excellent results and will help improve the social and economic condition of the people at large. Machinery of best technology has been installed in the milk plant. The machinery is available of production of following milk products.

MILK

FULL CREAM MILK

STANDARDISED MILK

TONED MILK

DOUBLE TONED MILK

CHEESE SPREAD

PROCESSED CHEDDAR CHEESE

RAW CHEDDAR CHEESE

PANEER

DRINKS

SWEETEND FLAVOURED MILK RASEELA-MANGO DRINK YOGHURT DRINK SWEET LASSI NAMKEEN LASSI

GHEE AND BUTTER

GHEE

WHITE BUTTER

TABLE BUTTER

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ICE CREAM AND SWEETS

ICE CREAM

KULFI

CHOCOLATE

KAJU PINNI

MILK CAKE

PANJEERI

11

MILK POWDER

SKIMMED MILK POWDER

WHOLE MILK POWDER

INFANT MILK POWDER

12

PRODUCTS GHEE POLY PACK/MONO CARTON GHEE TIN PACK TABLE BUTTER CHEESE

PACKING 500 gms. & 1 Kg. 500 gms., 1 Kg., 2 Kg., 5 Kg &15 Kg. 10 gms., 100 gms. & 500 gms. 200/400 gms. Cekatainer, 200 gms. Singles, 400 gms Tin & 1 Kg. Brick 200 gms. & 1 Kg. Pack 500 gms. Jar, 500 gms. Refill & 1 Kg. Jar 500 gms. Pkt. & 10 Kg. Tin 200 gms. & 500 gms. Bottle, 500 gms. Cekatainer 1 Kg. Pkt. & 25 Kg. Bag 500 gms.Tin, 1 Kg. Tin, 10 Kg. Tin 200 ml. Bottle, 200 ml. Tetrapak 200 ml. Tetrapak 200 ml. Tetrapak 200 ml. Tetrapak 200 gms Pkt. 50 gms. Pkt. Full Cream, Standardised, Toned, Double Toned & Skimmed. 1 Lt. Tetrapak Standardised & Toned

PIZZA CHEESE VERKA VIGOUR DAIRY WHITENER SKIMMED MILK POWDER

WHOLE MILK POWDER SWEETENED FLAVOURED MILK SWEET LASSI MANGO RASEEELA PINE APPLE RASEEELA MILK CAKE /PEDA KAJU PINNI MILK POUCHES U.H.T. MILK

13

But according to the demands from the open market, the following milk products are produced:
1.

Pasteurized/ Sterilized milk

2. Paneer 3. Butter 4. Ghee 5. Skimmed milk powder Milk plant Ludhiana is playing a vital role in Socio Economic development of real merses of Ludhiana Distt. Normally middlemen and traders dominate the market. Milk plant steadily marched towards fix goal of becoming a best available milk plant and now is No. 1 in Northern Zone. All is officer as well as workers are assets to milk plant Ludhiana who are performing their duties delight and with full zeal and energy. Also the building of milk plant Ludhiana is nicely planned and maintained. There is great system of work. We hope it will maintain its reputation and goodwill May it progress by leaps and bounds.

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PROFILE: Full Name The Ludhiana Distt, Co-Operative Milk Produces Union Ltd. Ldh. Registered Office Milk plant, Ferozepur Road, Ludhiana-141004 Head Office Punjab State Co-operative milk producers federation Ltd. S.C.O.153155 sector 34-A, helping Chandigarh Date of Registration Date of Inauguration 1972 with PDDC 31st Oct. 1974 Feb. 1979 Co-Operative Punjab State Central Co-operative Bank Verka 332 751

Commencement of production Constitution Bankers Product Brand No. of Milk Agencies No. of Societies -

15

No. of Employees Permanent Temporary Milk Chilling Centers Milk Handling Capacity Products Marketed by h General Manager Deputy Manager Account Manager Production Manager Marketing Manager Quality Control Manager

823 491 332 6 4,00,000L/ Per day The Punjab State Co-operative Mill Federation Ltd. Chandigarh.

Mr. Harinder Singh Grewal Mr. Amarjit Singh Mr. A.K. Gupta Mr. G.P. Sharma Mr. Parminder Singh Mr. B.R. Madaan

RESEARCH TOPIC: CONSUMER SATISFACTION Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers; customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. There is a substantial body of empirical literature that establishes the benefits of

16

customer satisfaction for firms. Organizations need to retain existing customers while targeting non-customers; Measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace. Customer satisfaction is an abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary depending on other factors the customer, such as other products against which the customer can compare the organization's products. Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988 delivered SERVQUAL which provides the basis for the measurement of customer satisfaction with a service by using the gap between the customer's expectation of performance and their perceived experience of performance. This provides the researcher with a satisfaction "gap" which is semi-quantitative in nature. Cronin and Taylor extended the disconfirmation theory by combining the "gap" described by Parasuraman, Zeithaml and Berry as two different measures (perception and expectation) into a single measurement of performance relative to expectation. The usual measures of customer satisfaction involve a survey with a set of statements using a Likert Techniqueor scale. The customer is asked to evaluate each statement in terms of their perception and expectation of performance of the service being measured.
17

Published standards exist to help organizations develop their current levels of customer satisfaction. The International Customer Service Institute (TICSI) has released The International Customer Service Standard (TICSS). TICSS enables organizations to focus their attention on delivering excellence in the management of customer service, whilst at the same time providing recognition of success through a 3rd Party registration scheme. TICSS focuses an organizations attention on delivering increased customer satisfaction by helping the organization through a Service Quality Model. TICSS Service Quality Model uses the 5 P's - Policy, Processes, People, Premises, Product/Services, as well as performance measurement. The implementation of a customer service standard should lead to higher levels of customer satisfaction, which in turn influences customer retention and customer loyalty. Customer Satisfaction a Critical Component of Profitability Exceptional customer service results in greater customer retention, which in turn results in higher profitability. Customer loyalty is a major contributor to sustainable profit growth. To achieve success, you must make superior service second nature of your organization. A seamless integration of all components in the service-profit chain employee satisfaction, value creation, customer satisfaction, customer loyalty, and profit and growth links all the critical dynamics of top customer service. Sadly, mature companies often forget or forsake the thing that made them successful in the first place: a customer-centric business model.

18

They lose focus on the customer and start focusing on the bottom line and quarterly results. They look for ways to cut costs or increase revenues, often at the expense of the customer. They forget that satisfying customer needs and continuous value innovation is the only path to sustainable growth. This creates opportunities for new, smaller companies to emulate and improve upon what made their bigger competitors successful in the first place and steal their customers. Customer Expectations Customer is defined as anyone who receives that which is produced by the individual or organization that has value. Customer expectations are continuously increasing. Brand loyalty is a thing of the past. Customers seek out products and producers that are best able to satisfy their requirements. A product does not need to be rated highest by customers on all dimensions, only on those they think are important. Measuring Customer Satisfaction To execute a successful client satisfaction survey, build one that your customers have the time and inclination to respond to, and that delves into the types of information that will truly help enhance your performance. By carefully constructing a brief, yet strong, survey, you can discover what your customers believe your strengths and weaknesses are and what makes your customers loyal to your company. Customers for Life The purpose of a business is to create and keep a customer. If a business successfully creates and keeps customers in a cost-effective way, it will make a profit while continuing to survive and thrive. If, for any reason,

19

a business fails to attract or sustain a sufficient number of customers, it will experience losses. Too many losses will lead to the demise of the enterprise. According to Dun and Bradstreet, the single, most important reason for the failure of businesses in America is lack of sales. And, of course, this refers to resales as well as initial sales. So your companys job is to create and keep a customer, and your job is exactly the same. Remember, no matter what your official title is, you are a salesperson for yourself and your company. Customer Satisfaction Illusion and Trap Today, "it would be difficult to find a company that doesn't proudly claim to be a customer-oriented, customer-focused, or even-customer driven enterprise. But look closer at how these companies put their assertions into practice, and often you discover an array of notions and assumptions that range from superficial and incomplete to misguide."3 Some examples of customer satisfaction illusion include:

Believing that by conducting market surveys and focus groups you know all there is to know about your customers

Believing that investing in awareness programs for employees and putting customers' pictures on the cover of your annual report is enough to achieve customer satisfaction

Believing that the job of CEO is done by giving his or her direct phone number to some valued customers All these approaches are well intentioned, but "all of them offer, at best, partial solutions to their customer satisfaction, and all, as a result, fall short."3

20

There is nothing wrong with the notion of customer satisfaction per se. "The problem comes with its pursuit, which if fraught with peril. Most plans to improve customer satisfaction stand on two shaky and dangerous assumptions. What they create is an illusion the customer satisfaction trap. Too often, measurement of customer satisfaction is misleading they tell you very little about where you are, and they can't show you where to go.

21

UNDERSTAND SATISFACTION DRIVERS

Emotional Factor

Service Quality

Consumer satisfaction

Access to products and services

Product Quality

Price

DIFFERENT FORMS OF MEASURMENT Annual customer satisfaction surveys

22

 Questionnaires Feedback Forms Online Polls Customer Service Feedback Phone Surveys

Other Surveys: Benchmarking, Employee, Org. Alignment

GOLDEN RULES OF CUSTOMER SATISFACTION Believe customers possess good ideas. Gather customer feedback at every opportunity. Focus on continual improvement- start with top 10 issues bugging your customers. Solicit good and bad feedback. Seek real time feedback. Dont spend vast sums of money. Make it easy for customers to provide feedback. Leverage technology to aid efforts. Share feedback throughout the companies. Use feedback for quick changes.

23

24

25

RESEARCH METHODOLOGY The Research and Methodology adopted for the present study has been systematic and was done in accordance to the objectives set which has been detailed as below. RESEARCH DEFINITION: Research is a process in which the researcher wishers to find out the end result for a given problem and thus the solution helps in future course of action. According to Redman & Mory research is defined as a Systemized effort to gain new knowledge. RESEARCH DESIGN: According to Claire Seltiz, a research design is the arrangement of condition and analysis of data in manner that aims to combine relevance to the research purpose with economy in procedure. NATURE OF RESEARCH: Descriptive Research: These studies are concerned with describing the characteristic of a particular individual or a group. Determining sources of Data: There are two main sources of data: 1. Primary data 2. Secondary data

26

1.

Primary Data: It consists of original information collected for specific research. Primary data for this research study was collected through a direct survey to obtain this primary data a well structured questionnaire was prepared by the researcher.

2.

Secondary Data: It consists of information that already exists somewhere and has been collected for some specific purpose in the study. The secondary data for this study is collected from various Japanese Management books.

SAMPLING PLAN Due to cost and time involved in collecting the data from all the respondents, it becomes a compulsion to choose representation. Sampling plan explains the Sampling unit Sampling size Sampling method Area of sampling Sampling Unit: The sampling unit is who is to be surveyed? That is sampling unit is who are all the respondent is called sampling unit. The sampling units for this study are customers of Ludhiana. Sampling Size: The sample size for this study is 150.

27

Sampling Method: Different types of sampling methods are available. In this study the convenience sampling was selected for this research. This sampling method used the principles of non-probability technique. Area Of Sampling: The area of sampling was taken in Baba nand singh Nagar,(ludhiana). STATISTICAL TOOLS To arrange and interpret the collected data the following statistical tool was used Percentage Method. PERCENTAGE METHOD: The percentage method was extensively used for findings various details. It is used for making comparison between two or more series of data. It can be generally calculated. No. of respondents Percentage of Respondents = Total no. of respondents OBJECTIVES OF STUDY 1. 2. 3. To check the satisfaction level of verka customers. To know the perception and expectations of customers regarding verka products. To check the gap between verka service and customer expectation.
28

x 100

4.

To collect the customer views for increasing the quality standards. Scope of the study Customer satisfaction is an important element in the marketing activity. This customer satisfaction decides the fate of the product and organization. There is various factors influence to the customer satisfaction. These factors are, Post purchase behavior, Reputation, Product availability, Branding, and convenient etc. Steps In Research

COLLECTON OF DATA

ORGANISATION OF DATA

PRESENTATION OF DATA

ANALYSIS OF DATA

INTERPRETATION OF DATA

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COLLECTION OF DATA

Primary Data: Questionnaires (using Likert Scale) Direct interviews Questionnaire: Questionnaire is the most common instrument in collecting primary data. In order to gather primary data from viewers. Secondary Data: Analysis the already conducted surveys of previous years. Profile of the company has been used for information of the study.

ORGANISATION OF DATA: Data once collected the further processing is done, the data collected by us are carefully done through in a useful & relevant manner & properly organized.

PRESENTATION OF DATA: The data collection is of no use unless & until it is given in the presentable form. Thus after proper organization the data is given in presentable form with the complete details, with the help of tables, pie charts and bar diagrams.

ANALYSIS OF DATA: The data is carefully analyzed keeping in the consideration both the pros & cons for the purpose of arriving at concrete conclusion. Various arithmetic and logical functions are applied.

INTERPRETATION OF DATA: After carefully analyzed the data, it has been aptly interpreted in order to give concrete conclusion & proper recommendation.

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INTERPRETATION

OF

DATA

31

1. Score

How well do we communicate with you? 1 Particulars 1 2 3 4 5 Total 2 3 4 5 % of respondents 0% 0% 0% 0% 100% 100%

No. of respondents 0 0 0 0 150 150

BLUE shows response

Interpretation: 100% respondents liked our way of communication thats why they gave us score 5.

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2.

Do we give you the information you need?

Score

Particulars 1 2 3 4 5 Total BLUE shows response

No. of respondents 0 0 0 0 150 150

% of respondents 0% 0% 0% 0% 100% 100%

Interpretation: We gave our best to give the right information to the respondents as much as possible and we think thats why they gave us

33

3.

Do we answer your queries promptly?

Score

Particulars 1 2 3 4 5 Total BLUE shows response

No. of respondents 0 0 0 0 150 150

% of respondents 0% 0% 0% 0% 100% 100%

Interpretation: 100% respondents are agreeing that we answered their queries promp.

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4.

Do we answer your queries politely?

Score

1 Particulars 1 2 3 4 5 Total

5 % of respondents 0% 0% 0% 0% 100% 100%

No. of respondents 0 0 0 0 150 150

BLUE shows response

Interpretation: 100% respondents are agreeing that we answered their queries politely.

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5.

Do we respond positively to your problems and suggestions?

Score Particulars 1 2 3 4 5 Total

5 % of respondents 0% 6% 16% 46% 32% 100%

No. of respondents 0 8 24 68 50 150

BLUE shows response

Interpretation: There are 46% respondents are agree with us and 32% are strongly agree and 6% respondents gave us negative response and 16% respondents are in the position of undecided. So we can say that Verkas response is average to the problems and suggestions of their customers. So there is needed to take important steps to change these figures totally into positive side.

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6.

Do you feel we have a concern for quality?

Score

1 Particulars 1 2 3 4 5 Total

5 % of respondents 0% 0% 17% 39% 44% 100%

No. of respondents 0 0 25 58 67 150

BLUE shows response

Interpretation: There are most of the respondents gave us positive response regarding this question. So we can say that Verkas quality is good but Verka should try to increase quality standards in the time of hard competition.

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7.

Do we deliver quality products consistently and

Score

1 Particulars 1 2 3 4 5 Total

5 % of respondents 0% 2% 19% 37% 42% 100%

No. of respondents 0 2 28 55 65 150

BLUE shows response

Interpretation: The most of the respondents gave us positive response and gave 4 and 5 score mostly. But even now some of the respondents are not satisfy with the supply system of Verka. So Verka should try to take some important steps regarding this point.

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8.

Have we increased your understanding of quality?

Score

1 Particulars 1 2 3 4 5 Total

5 % of respondents 0% 5% 17% 28% 50% 100%

No. of respondents 0 7 27 41 75 150

BLUE shows response

Interpretation: We gave our best to increase the understanding of respondents regarding quality but some respondents are not satisfy with us so we will improve our self for the future to satisfy them if we get any opportune

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9.

Do we anticipate your needs?

Score

1 Particulars 1 2 3 4 5 Total

5 % of respondents 0% 2% 18% 38% 42% 100%

No. of respondents 0 4 26 57 63 150

BLUE shows response

Interpretation: Most of the respondents are agree with this statement but even now some of the respondents are disagree and undecided. So Verka should try to know their perception and expectations regarding its products and services.

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10.

Do we work with you as a team?

Score

5 % of respondents 7% 17% 30% 27% 19% 100%

Particulars 1 2 3 4 5 Total BLUE shows response

No. of respondents 10 25 45 40 30 150

Interpretation: The figure shows there is needed to take important steps because most of the respondents are in the position of disagree and undecided so Verka should try to take more interest in team work with their customers.

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LIMITATIONS OF THE STUDY

Despite the best of effort made, there can be several limitations, inherent in a research. The various limitations that could be associated with the research are: The entire study applies only to The Ludhiana Distt. Co-op. Milk Producers Union Ltd. Ludhiana.

Short span of time: - The main limitation of the study is availability of time. Due to short span of time, some inaccuracy may have occurred.

Results of the study have been derived from the parameters included in questionnaire, so the results may not exactly correspond to the true nature of consumer behavior.

Respondents behavior is very complex and unpredictable so the survey has not been able to fully reveal respondents psychology.

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FINDINGS First I would like to present to present my survey findings. The main findings of my survey are as follows: 1. It is founded in the survey that females are the main decision maker for the milk and milk products. As per the data, 65% of female and 35% of the males makes purchase decision.
2.

Based on the occupation of the customer, it is found in the survey that 65% are the housewives and 35% are from various occupations such as a businessman, employee; farmers, etc for the Verka Milk & Milk products. Incomes less than 5000 to 10000 are more attracted to Verka Milk & Milk products. As per the data, 79% of the respondents income is under this group.

3.

4. The main purchasing factors for the Verka Milk & Milk products are Quality and Brand image. The data reveals that 42% influences on Quality and 32% influenced for the Brand. 5. 88% of the total respondents are using product since from a long time. The majority of the respondents are using Verka Milk & Milk products from more than 3 years. 6. Overall opinion of the product performance data reveals that Verka product satisfies 70% of the respondent and 30% respondents opinion is average. 7. It is found in the survey that 32% of the total respondents are dissatisfied on dealers services.

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SUGGESTIONS
1.

Milk and Milk products purchase decisions are more decided by women rather than male, because she act as a invigilator, execute her decision and influence the same to the purchase while ascertaining the quality, freshness and price. Hence, I suggest Verka co-operative society to concentrate more on the women and men suggestions for designing the marketing strategy, because womens role in the house is dominant, even in the various decisions.

2.

Trainer should solve the problems of the trainees which they faced during training. customer is influential, hence I suggest Verka to look after the dealers issue with due care. Quality and Brand Image plays a dominant role. Milk and Milk products move in the market due to its quality and brand. Therefore it should maintain the same.

3.

4.

5.

Since Verka is having loyal customer it should concentrate more on this factor through various potential programs such as campaign, premium packs, offers etc., this helps to increase the loyalty towards the Verka products.

6.

As only 30% of the total respondents are dissatisfied which is quite a large percentage and this may influence negatively and increase the rate of switch over. Hence I suggest Management to concentrate on few product quality, shelf life, dealers approach, outlet maintenance etc. will help Verka to satisfy to a greater

7.

Introduction of various economic products lies may help Verka to attract the existing and new customers and may attract all income level groups. Hence I suggest management to introduce new product line which can satisfy the entire group.

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CONCLUSION

Success is achieved by those who try where there is nothing to loose by trying and a great deal to gain if successful, by all means try. W. Clement Stone On the basis of the result achieved from the conducted study. Various facts and useful attributes came into observation which seems to be considerable important. These findings can be listed as follows: Overall perception of Verka is good. Most of the respondents satisfy with the quality of Verka products. There is a need to take important steps in the delivery of products Verka should try to take more interest in the problems and suggestions of customers. There is a need more team work with customers.

The respondents suggested that the company should advertise more in order to promote their brand.

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1. http://ludhiana.nic.in/dept/verka.html

2. Balbir Singh (Area Sales Manager)

3. P.K. Mehta (Project Advisor)

4. Parminder Singh (Marketing Manager)

5. Books: - PHILIP KOTLER MARKETING MANAGEMENT 12th Edition

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QUESTIONNAIRE 1. How well do we communicate with you? 2 3 4 5 Do we give you the information you need? 2 3 4 5 Do we answer your queries promptly? 2 3 4 5 Do we answer your queries politely? 2 3 4 5 Do we respond positively to your problems & suggestions? 1 2 3 4 5 Do you feel we have a concern for quality? 2 3 4 5 Do we deliver quality products consistently and on time? 3 4 5 Do we anticipate your needs? 2 3 4 5 Have we increased your understanding of quality? 2 3 4 5 10. Do we work with you as a team? 1 2 3 4 5 1 1 1 1

2.

3.

4.

5.

6.

7.

8.

9.

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