EXECUTIVE SUMMARY

Set curds and milks are a basic food in many societies where cattle and other animals form an important part of the agricultural production system. If you review the history of dairying in most the European and North American countries, one sees the share of liquid milk and set curds in the dairy industry changing over of economic and technological development in their societies. In developing countries like India depending on the level of the dairy industry, products range from a few indigenous dairy products and raw milk to pasteurized liquid milk and set curds and a small proportion of other LUXURY products. Thus liquid milk is still the most important base f or developing the dairy industry in developing countries. India has become the worlds No.1 milk producing country, so it is also rich in set curds with output in the year 1999-2000 (marketing year ending March 2000) forecasted at 78 million tonnes. In the India context of poverty and malnutrition, milk has a special role to play for its many nutritional advantages as well as providing supplementary income to some 70 million farmers in over 500,000 remote villages. After liberalization Indian market is open to wide competition in both consumer market as well as industrial market. Industrial buying process is influenced by so many factors. Before purchasing raw materials they conduct an intense discussion and buying process passes through different stages and finally adopt suitable one. Consumers consider many factors like quality service, price availability of materials etc while purchasing the raw materials. The main objective of this study is to know the Market potentiality of Nandini set curds in Bangalore City.

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The methodology of this study was collection of data through structured questionnaire and personal interview with consumer in various areas of Bangalore city. The sample size was 50 at simple random sampling method. Then evaluation of collected data is taken place. Most of the people using ordinary curds and know people buying set curds because it has good quality and freshness. This study has that the quality of the set curds should be improved. A certain amount of rebate is being given to huge buyers of Nandini set curds. The company should facilitate credit transaction to customers. The advertisement of Nandini set curds to be expressed regularly and should be very creative and effective to the fullest extent. It can be concluded that Nandini is one such a brand, which has entered the daily life of the customers. It has the monopolistic market in Nandini set curds and can be utilized fully. BAMUL is one such organization where, it is striving hard for its customer satisfaction. This project report at the end gives some suggestion, if adopted can lead to much higher development in sales.

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CHAPTER-1 INTRODUCTION 1.1 INDUSTRY PROFILE

Historical background of the industry:
In Karnataka, on June 4th 1975 four milk unions were started in Bangalore, Mysore, Tumakur and Hasan. Karnataka Dairy Development Corporation got Re-named as Karnataka Milk Federation. In June 1974, an integrated project was launched in Karnataka to restructure and reconcile the Dairy Industry on the Co-operation principle and the laid foundation for a new direction in Dairy Development, the Work Bank aided Dairy Development projects during in 1975. Initially the project was covered 8 southern Districts of Karnataka and Karnataka Dairy Development Corporation was set up to implement the project. The Multi Level activities were set up with Dairy Cooperative societies at gross root levels, milk union at the middle level as an apex body. Vested with Dairy Development activities continued under operation Flood-11, the activities were extended to cover the entire state except coastal taluks of Union Karnataka District. The process of Dairy development was continued in second phase from April 1984, Karnataka milk Federation came in to existence.

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Objective:
Karnataka Milk Federation is a Co-operative. Apex body in the state of Karnataka for representing Dairy Farmers Organization and also implementing Dairy Development activities with the following objectives.

Providing assured and remunerative Market for the entire Milk Producers.

Providing Hygienic Milk to Urban Consumers. To build village level institution in Co-operation sector to manage the Dairy activities.

To ensure Milk Production for self-employment at village level preventing migration to Urban Areas introducing cash economy and opportunity for regular Income.

The philosophy of Dairy Development is to eliminates middle men and organize institution to be owned and managed by the milk producers themselves, achieving economics of scale to ensure maximum return to milk producers at the same time providing wholesale Milk at lowest possible price to urban Consumers. To eliminate the problems of duplicating and over lapping. To expand the market. The complex network of Co-operative organization should build a bridge between millions of consumer and Milk producers. On the other side to achieve a socio economic revolution with in the state.

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Management
The management K.M.F is of pattern, Co-operative activity that is called as three tyre system.

Primary level co-operative societies (milk producers cooperatives societies).

District level milk Union. State level Federation.

Market share of nandini milk and milk products:

The market share of Nandini milk and production in the West Bangalore City is shown as below: Nandini Milk Private Dairy Competitors of the Nandini milk Good morning Heritage Dodla Arogya Gopathi . 90% . 10%

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Perspective plan for 2008:

Karnataka Milk Federation Union and National Dairy Development Board are formulating the programme to challenges after liberalization deli censing the Dairy sectors to develop and strengthen Dairy C0operative movement in the following areas: Quality Assurance Programme National information Networking Productivity Enhancement Co-operative Business.

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1.2 COMPANY PROFILE ORIGIN OF THE ORGANISATION

On January 1st 1958 a pilot scheme under Department of Animal Husbandry, Government of Karnataka was started to cater Veterinary Hospitals and Milk process facilities at National Dairy Research Institute NDRI). In 1962 the Bangalore Milk Supply Scheme came into existence as an independent body. Bangalore Dairy, a joint venture of UNICEF, Government of India & Government of Mysore was dedicate ed to the people of Karnataka on 23rd January 1965 by the then Honble prime Ministers Late Sri Lal Bahadhur Shastri. Bangalore Dairy scattering over an area of 52 acres, the Dairy had an initial capacity to process 50,000 liters of milk per day. This Dairy was handed over to Karnataka Dairy Development Corporation (KDDC) IN December 1975 as a part of Rural Milk Scheme of Mysore, Hassan & Kudige under Operation Flood-II and then t transferred to Karnataka Milk Federation (KMF) in May 1984 as a successor of KDDC. To cater to the growing demand for milk by the consumers of Bangalore City, the capacity was increased to 1.5 lakh liters per day under the Operation Flood-II during 1981 and later increased to 3.5 lakh liters per day under Operation Flood/II during 1994.

As per the policies of the National Dairy Development Board (NDDB), Bangalore Dairy was handed over to Bangalore milk Union (Bamul) on 1st September 1988. The Union is capable of processing the entire milk produced, by timely implementation of several infrastructure projects like commissioning of Mega Dairy, new chilling centers & renovation of product block.

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Bamul has been registered under MMPO by Central Registration Authority. Today, the Union has become biggest Milk Co-operative Union in Southern India. Bamul has been certified for ISO 9001-2000 and HACCP (IS-15000) for quality management and Food safety systems and also got a National Productivity Award Thrice. Under the World Bank aid, the Karnataka dairy development corporation came into existence in 1975 and started organizing Amul Pattern Dairy Co-operatives Societies at the village levels with the guidance of National Dairy Development Board. The Bangalore Dairy union initially comprising of Bangalore and kolar districts was bifurcated into Bangalore urban and rural district cooperatives milk producers societies union limited on 1-4-87. The bifurcation was intended to decentralize the activities in the districts. Bangalore Dairy is owned by a board, which is elected by the cooperative society. It has an effective manpower force with 1400 employees working there in the organization of which 700 employees are in production department. The workers enjoy good incentives for the work done by them. Main objective of union:

1. Providing assured and remunerative market of all the milk sold

by the farmer members.

2. Providing hygienic milk and milk products to the consumers. 3. Organizing milk co-operative societies at village level and
providing extension service.

4. To ensure the provision of milk production inputs, processing

facilities and dissemination of know-how.

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To facilitate rural development by providing opportunities for the self employment at village level, which will prevent villagers migration to the urban areas and improve the financial situation of village. services, like a. Mobile veterinary and emergency s services. b. Artificial insemination. c. Fodder development, supply of balanced cattle feed. d. Training to DCS staff and members. Recently under co-operatives development program training is being given to all the milk producers in a phased manners. Uplift of the backward classes and ST/SC classes by providing loans for the purchase of milk cows through dairy loan scheme. Providing power market, with modern facilities for storages and giving employment by obtaining agencies. PROGRESS AND ACHIEVEMENT OF THE UNION SINCE ITS INCEPTION 1. Establishment of the union Bangalore Co-operative producers Societies Union Limited was established on 16th November 1976. After the bifurcation of the above Union, into two separate union for Bangalore Districts (Urban and Rural) and Kolar District, Bangalore Urban and Rural District Co-operative Milk producers Societies Union Limited (BAMUL) on 23rd March 1987.
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To

improve the milk production, the union is providing technical input

Bangalore Dairy was taken over by BAMUL on 2000.

1st September 1988.

Bangalore Mega dairy started functioning 17 th December

MMPO-19923 Registration No 42/R.MMPO/93 dated 7th June 1993 renewed on 13th May 1999. Bangalore Dairy ISO 9001-2000 Certified by SAI Global a reputed Australian based company on 19th February 2003. Bangalore Dairy HACCP IS-1 5000 certified by SAI Global a Australian based company on 19th Feb 2003. 2. Infrastructure at the time of inception & subsequent expansion year wise in terms of the following: reputed

Capacity of the Dairy i. Milk processing capacity was 60,000Ltrs per day (LPD) at the time of establishment of the dairy on 23rd January 1956. ii. Milk processing capacity was expanded to 1.5 lakh LPC on 1st February 1981. iii. Milk processing capacity was expanded to 3.5 lakh LPD during 1994. iv. Milk Condensing plant 3 Metric Tons per d ay. v. Spray drying plant 5 Metric Tons per day. vi. Milk Processing capacity of 600,000 Liters per day (LPD) fully automated Mega Dairy started functioning from 17th December 2000. vii. Converted the old building as a product Block during 2002.
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GROWTH NISATION:-

AND

PRESENT

STATUS

OF

THE

ORGA

Nandini milk product project was initially a government of India project established on 1st April 1973 and handed over to the Government of Karnataka constituted by KDDC (Karnataka Dairy Development Corporation) during 1978. In the beginning the unit was operating within the premises of Bangalore dairy. The aim of the project was to provide protein rich milk supplement to the weaker section of the society at a low price by using vegetable protein source to cater this nutritional product to beneficiaries like pregnant women, hospitalized people and children. The project was expanded during the year 500 liter per day. provided for this project. Initially the project was catering to the under-nourished children; pregnant women and feeding mother of the weaker section. The supply was feeding fro 200 liter per day to 1000 liter per day. supply in 1991-92 was around 3000 liters per day. catering only to the corporation school children. However, the At present the 1980-81 with an enhanced capacity of 1 Apart from this assistance of Rs. 5.60 lakh was

supply is about 33-40 thousands bottles per month and it is seasonal

MILK

PROCUREMENT: -

During 2006-07 half year Bamul has procured on averages of 8.29 lakh liters per day (average 535 Lt rs /DCS). During the flush season procurement has reached to the peak of 8.95 lakh liter per day. With a motto of Pure & Fresh Milk from Cow to Consumer Bamul has Installed Bulk milk coolers, Automatic Milk Collection Units,
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Electronic Weighing Scales to minimize human contract of milk and transparency at the time of milk collection.

Bamul is offering the most remunerative milk procurement price to member producers. The operational efficiency is reflected on procurement prices paid to the member produces. The average milk procurement price pa id during the year was Rs. 9.31 for every Liter of Milk supplied to the Union. Milk collected at DC will be transported to Chilling Centers, though 93 Milk Procurement Routes, by traveling 14,738 km every day. 5 Bulk Milk Cooler (BMC) Routes are also in operation, which collects milk from 35 BMC centers of 68 DCS directly transported to Bangalore Dairy through insulated tankers.

BAMUL has 9 taluk under Bangalore rural and 3 taluk under Bangalore urban districts. During 1987-88 the averages milk procurement w as 1.87 lakh lpd transported through 35 milk procurement routes from 510 function DCS. During 1996-97 through 994 societies 3.94 lakh lpd milk has been produced through 64 routes. All these 994 function societies are running under profit. VACCINATION PROGRAMME: To prevent the contagious F&M disease in milk animals, regular food and mouth vaccination programmed was started as pilot project by NDDB during the year 1982-83. During this period it was 100% subsidized later on, the union is providing subsidy per dose of vaccine used. In order the coverage, the dairy co-operative societies are continuing this vaccination programmed. During 1996-97 the union has spend an amount of Rs. 18.70 lakhs from its corpus fund.

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IN THIS MILLENIUM:We want to become not only the largest Union, but also become one amongst the best-run milk union in the country. The Union is aware of the challenges of the new private entrants, who are mainly thriving on unfair trade practices. They procure milk as least cost, without bothering about the welfare of the producers and without extending any technical inputs for improving milk production. They market milk by resorting to unhealthy and unethical practices deceiving the unsuspecting consumers. The Union wants to counter this in a positive manner by trying to improve its efficiency of operation and market promotion. In wants to become well trenched in the market as market leader. It wants to follow the strategy of cost-competitiveness, which is hard to match by the competitors.

Day to Day operations:Morning distribution: Toned Milk 3, 60,000 liters Full Cream Milk Curds 80,000 liters 35,000 liters

Evening distribution:Toned Milk ----------------- 50,000 liters Full Cream ----------------- Nil Curds 2000 Kg distribution --- 132 distribution --- 23 ---------------------------------------Number of vehicles for morning Number of vehicles cost for evening per liter
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Transportation

----------------------- 0.134 Rs ----------------------------- 932 distribution ----------------- 930

Total

number Agents

of for

agents morning

Per capita consumption of milk ------------------- 250ml

PROCESSING OF MILK:The raw chilled milk received though h tankers is pasteurized at the main dairy. Hi-tech machines do pasteurization of milk. Where milk is passed through hot plates and opposite to it hot water is passed in opposite way. Just back to the hot plates, by this process the milk is pasteurized and the same time they checked the quality of the milk by they produces. testing and checking the fat content. They maintain some percentage e of fat contents for different types of milk

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1.3 PRODUCT PROFILE

Types of Milk & Milk products marketing by Bamul: Nandini Toned Milk Karnatakas most favorite milk, Nandini Toned Milk, Fresh and Pure milk containing 3.0% fat and 8.5% SNF. Available in 500ml and 1ltr packs. Better to use within a day from the date of pack. Nandini Homogenized Toned Milk Nandini Homogenized Milk is pure milk containing 3% Fat & 8.5% SNF. This is homogenized and pasteurized. Consistent right through, it gives you more cups of tea or coffee and is easily digestible. Available in 500ml packets. Nandini Full Cream Milk Nandini Full Cream milk. Containing 6% fat and 9% SNF. Rich, creamier and tastier milk, Ideal for preparing home-made sweets & savories. Available in 500ml and 1ltspacks. Apart from the Milk, the different Milk products are curds; Butter, Ghee, peda, Sweetened Lassi, Sweetened Curds, Softy Ice Cream, Flavored Milk, and Spiced Butter Milk are also sold. Nadndini Ghee A taste of purity Nandini Ghee made from pure butter. It is fresh and pure with a delicious flavor. Hygienically manufactured and packed in a special pack to retain the goodness of pure ghee. Shelf life of 6 months at ambient temperatures. Available in 200m., 500ml, 1000ml sachets, 5lts tins and 15 kg tins.

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Nandini Butter Rich, smooth and delicious. Nandini Butter is made out of fresh pasteurized cream. Rich taste, smooth texture and the rich purity of cows milk, makes any preparation a delicious treat. Available in 100gms (salted), 200gms and 500gms cartons both salted and unsalted. Nandini Buttermilk Nandini spiced Butter Milk is a refreshing health drink. It is made from quality curds and is blended with fresh green chillies, green coriander leaves, asafetida and fresh ginger. Nandini spiced butter promotes health and easy digestion. It is available in 200ml packs and is priced at most competitive rates, so that it is affordable to all sections of people. Nandini Peda No matter what you are celebrating made from pure milk, Nandini Peda is a delicious treat for the family. Store at room temperature approximately 7 days. containing 10 pieces each. Available in 250gms pack

CHAPTER 2
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RESEARCH DESIGN
2.1 Theoretical Background of the study. Introduction to marketing
Marketing is the performance of business activities that direct the flow of goods and services from the producer to customer. -American Marketing Association Many organizations have involved in marketing activities to satisfy the needs and wants of a group of customers. Now a days marketing is not considered as a mere physical process or set of activities connected with the exchange of goods. It is regarded as a philosophy of business. It is concerned with creation of customers. It includes all those activities connected with identifying the need of the consumable and then, organizing the according to meet the needs of the consumers. Importance of marketinganagement: Marketing management is the most important function in the business organization. It looks after the marketing system of the firm It plans the develops the product on the basis of know demand. It has to prepare appropriate marketing plans or marketing mix to achieve the business goals.

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Function of marketing management

The function of marketing management is summarized as follows: Determination of marketing goals Formulation marketing plans, procedures, policies etc Designing marketing strategies and marketing mix Planning marketing programmers Marketing is a comprehensive term and it includes all resource and a set of activities necessary to direct and facilities the flow of goods and services from producer to consumer in the process of distribution. Business man regards marketing as a management function to plan, promote and deliver products to the clients or customers. Human efforts finance and management constitute the primary resources in marketing. Main view points management is as follows: Analyzing, planning, implantation and Control programs. Mutual and personal gain Achieving effective response. Modern marketing concept: The marketing concepts evolved over a century starting from on set of industrial revolution, production concept and selling concept, social marketing concept right up to date.

Consumer
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The term consumer refers to a person who buys goods or services for his personal or household use and not resale. Consumer behavior is the process whereby individual decide, what, when, where, how and whom to purchase goods and services Consumer behavior has been gaining importance since 1960. the growth of consumerism and enactment of consumer legislations emphasizes the importance of consumer behavior study. Today the consumer behavior is the central topic in modern marketing. Since the ultimate aim of marketing is consumer satisfaction and profit earning.

Importance
In olden days marketing was seller oriented and there was seller market. The consumer had to purchase whatever was offered to him. They had no choice. So the study of consumer behavior was not important to marketers. Now things have changed modern marketing has become consumer oriented and there is a buyer market. If the choices, performance, tastes and attitudes of the consumer are neglected. No marketing efforts can be successful. Therefore the study of consumer behavior is very much essential success in business.

The study of consumer behavior is important for the following purposes:

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 Production policies Price policies Distribution policies Sales promotion policies exploiting marketing opportunities

Plan for customer service:

Understand customer expectations

Establish customer priority

Define service goals Get external commitment from top to bottom Establish service infrastructure Develop employee through training and compensations Measure customer satisfaction Set customer expectation Search for complainers.

Factors influencing consumer behavior:

Consumers do not make purchase decision simply. Their buying behavior is influenced by culture, social, personal, and psychological determinants or factors. All these factors are controllable and beyond the hands of a marketer. They are considered in understanding buyer behavior.

Determinants of consumer behavior:

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Cultural factors Religion, caste, beliefs

Social factors Social classes Personal factors Age, gender, income, education, occupation Psychological factors Personality, learning, perception, attitude

The satisfaction of the customer can be easily canalized studying the behavior of the customers. Customer Behavior can be said to be the study of how individuals make decision on how spend their available resources (time, money and effort) on the various consumption related items. This simple definition of customer behavior tells marketers to resolve every activity around the ultimate customer and gauge their behavior.

The behavior of the customer helps the marketing to study, what factors influence the decision making process of the customers. The decision making process identifies the number of people who are involved in this process and ascribe a role of them.

All the firms have started considering COSTUMER AS THE KING or QUEEN. The market place is flooded with many new players including the host of MNCs resulting is available of more
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number of brands in every segment of the market. On account of this customer stated being choosy about what to buy.

2.2 Title of the study:

The title of the study is to understand the market potentiality of Nandini set curds.

2.3 Statement of the Problem:

The topic selected for the study is to know the market potentiality of Nandini set curds. And also in order to obtain response from the users to identify the impact created by the marketer in BAMUL.

Now days in the market we can find number of entrants into the industry, hence the brand loyalty in this is lacking. Therefore BAMUL being a govt sector as undertaken the study on market potential of the set curds to know whether the potentiality is satisfactory or not.

2.4 Objectives of the Study.

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The Study covers the following:

1) To study the market potentiality of Nandini set curds.

2) In order to identify the improvements in the marketing activities conducted in BAMUL. 3) To identify the techniques used to improve the set curds in the

Market. 4) To identify the level of awareness about the set curds.

2.5 design of the study

a) Type of Research: The type of research used in this study is exploratory research. b) Method of Research: The collection of primary data through the use of questionnaire and secondary data through h the use of discussions, interactions with the concerned persons who are trying to promote the set curds. c) Sampling Used: The sampling used for the study is respondents situated in different locations at Bangalore City mainly in apartments. d) Sample Size: The respondents used for survey and for certain conclusion, we used 50 respondents spread over Bangalore City. Even though the sample size is very less, but the feed back given by they can be extended for larger survey.
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e)

Tools Used: For conducting a survey study is structured questionnaire

is used, which consists of the questions with well designed manner. A few questions have possible answer and some other questions have options in order to express their view. In additions to this interviews have also been adopted for data collection from the concerned person in the company. f) Collection of data: Survey has been done in data collection from the respondents. Data collection also been made from marketing department with regard to advertising, publicity, sales promotion, export and import. Company profile has been collected from booklet given by the Company. g) Method of Analysis: From the above data we can analyses by the use of graphs for each question. The analysis also include that the respondents feed back have been included in findings chapter-7. advertisement in T.V., Radio, Newspapers. The analysis also include that the company must improve by further creating interesting

2.6 Scope of the Study:

The study covers that the company is going to improve the present products. The marketing department has a challenging task to attract the customers towards their products. The scope of the study also
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includes that

further improvements as expressed by the consumer

through the survey.

2.7 Limitation of the Study:

1) Survey covers feed back from users and non users of set curds. 2) The study is done on survey method and suffers from this method. 3) The non users although they know the product but still they are not buying the products because of non proper packing. 4) Time is the major constraint 5) Some respondents did not co-operate 6) Many respondents did not provide proper information due to bias

Because of these limitations, it may not be possible to draw any major conclusions. However the conclusion that is drawn in this study can be considered as indicative or suggestive in nature. Basic Assumptions: Through the survey the assumptions made include that the respondents have given f rank opinion to various questions. That means they are well aware of the products and also their feed back are accurate. The company must give importance to the suggestions made by the customers and will implement them to enlarge their marketing activity.

Market Potential
A market potential is an estimate of the maximum possible sales opportunities present in a particular market segment and open to all sellers of a goods and service during a stated period.
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This study finds that the BAMUL has many sales opportunities present in market to expand its business and increase its sale of Nandini set curds so that it can make more profits. It can be concluded that Nandini is one such a brand, which has entered the daily life of the customer. It has the monopolistic market in Nandini set curds and can be utilized fully. BAMUL is one such organization where, it is striving hard for its customer satisfaction.

The key success factor of BAMUL in becoming a market leader is the Narrow price spread maintained between purchase & sales, marketing higher volumes of Nandini set curds. The volume of sales plays a critical role in determining costs. Hence, the market strategy of Bangalore milk Union is to regard selling of market set curds as its core marketing.

Although BAMUL sets high standards for its products and customer serve, its prior reliance on manual operations made it impossible to keep with surging demand. In designing mega dairy, BAMUL looked towards an automated system that would allow it to achieve consistent quality parameters for each product. Energy and manpower would also be more effectively optimized and controlled and all plant equipment would be integrated. In addition, employees would be trained in how to use the new automated systems and valuable management information would be collected at the main server and used for marketing and evaluations. Nandini set curds quality is immediately checked for quality parameters upon arrival at the plants main gate. From this point onward, each operation is automated with controls for chilling, milk
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pasteurization, standardization and cleaning-in-place (CIP). The system also gathers and distributes data for production, quality and energy management. At the heart of the system is a reputed Allen-Bradley PLC5/80C platform, which communicates to analog and digital I/O on control Net a producer-consumer communication network. Customers are also seeking significant benefits. Milk now reaches market faster, at a better quality and with a longer shelf life.

CHAPTER-3 ANALYSIS AND INTERPRETATION OF DATA

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TABLE-1 AGE OF THE RESPONDENTS An effort was made to know the age of the respondents. The following table highlights the above facts. SL NO 1 2 3 4 TOTAL Data analysis: The above table shows that 16% respondents are below 15 years of age. 30% respondents are between 15-25 years of age and 28% respondents are between 25-35 years of age. 26% respondents above 35 year age For better understanding the table is represented in the form of a graph in figure. AGE BELOW 15 15-25 25-35 ABOVE&35 No OF RESPONSE 8 15 14 13 50 PERSENTAGE 16% 30% 28% 26% 100%

16 14 12 10 8 Series1 Series2

GRAPH-1
4 2 0 BELOW 15 15-25 25-35

28
-A BOV E&35

Inference:
The above graph indicates that majority of the respondents were middle age group and most of them were working employees they prefer Nandini set curds because of its easy availability and better quality.

TABLE-2 Table showing gender of the respondents

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SL NO 1 2 TOTAL

GENDER Male Female

NO OF RESPONDENTS 40 10 50

PERCENTAGE 80% 20% 100%

Data analysis: The above table shows that 20% respondents are female and 80% respondents are male. For better understanding the table is represented in the form of a graph in figure.

Graph-2

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40 35 30 25 20 15 10 5 0 1 2 Male Female

Inference: Majority of the respondents are male. So the company should target male respondents for their set curds.

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TABLE 3: Analysis regarding the occupation of the respondents

Nature of work

No of Respondents 07 08 28 7 50

Percentage

Students Employees Business Others Total

14% 16% 56% 14% 100%

Analysis
The table 3 presents the no of respondents nature of work. It is evident from table 2 that 14% of respondents are in student, 16% of respondents are Govt employees and 56% and 14% are in business and other occupation respectively.

30 25 20 15 Series2 Series1

GRAPH-3
10 5 0

32
Students employees Business

--

Others

Inference: Majority of the respondents were business people and these respondents are more concerned with the quality of the nandini set curds. Many of govt employees prefer nandini set curds because of its good brand name in market.

TABLE-4

Table showing how many people like nandini set curds

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SL NO 1 2 TOTAL Analysis

RESPONSE LIKE DIS LIKE

NO RESPONDENTS 45 05 50

OF

PERCENTAGE 90% 10% 100%

The table 4 presents the how many respondents like or dislike nandini set curds and 90% of respondents like nandini set curds and only 10% respondents dislike nandini set curds

100% 90% 80% 60% 50% 40% 30% 20% 10% 0%

GRAPH-4 70%
DIS LIKE LIKE

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Inference: The majority of the respondents like nandini set curds and few respondents dislike nandini set curds. These figures say most of the people like nandini set curds

TABLE-5

Table showing when the respondents buy the set curds

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SL NO 1 2 3

Particulars Morning After noon Evening TOTAL

no of respondents 25 15 10 50

Percentage 50% 30% 20% 100%

Analysis:The above table shows when the respondents buy the set curds. From the above table it shows more number of respondents buy set curds in the morning. And 32% of respondents buy the milk in the after noon and 32% of respondents buy the set curds in the evening.

25

20

15

Graph 5
10

Series1 Series2

0 Morning After noon

36
-Ev ening

Inference: The majority of the respondents buy the set curds in the morning because of their needs and freshness of set curd and most of the respondents are working employees they have to go to their jobs early in morning so they will prefer to buy the set curd in the morning.

TABLE-6

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Table showing how many grams cup Nandini set curds respondents buy every day
no respondents 22 28 of

SL NO 1 2

Particulars 200gm cups 400gm cups

% 44% 56%

Data analysis:The above graph shows that 44% of respondents buy 200 gm cups set curds, 56% of respondents buy 400 gm cups set curds.

Graph 6
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30 25 20 15 10 5 0 200gm cups 400gm cups Series1 Series2

Inference: The majority of the respondents buy 400gm cups every day because Nandini set curds are nonperishable they can store it for longer time.

TABLE-7
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Table showing by whom they aware of NANDINI set curds

SL NO 1 2 3 4 Particulars ADVERTISEMENT FRIENDS FAMILY RETAILERS TOTAL no of respondents 21 10 0 19 50 % 42% 20% 0% 38% 100%

Data analysis:Of the 50 respondents 42% got awareness of Nandini by advertisement, 38% of the respondents were cause to know about Nandini set curds through Retailers and 20% were from friends

GRAPH-7
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25

20

15 Series1 10 Series2

0 ADVAT FRIENDS FAMILY RET AILERS

Inference:Both advertisements and agents played equal role in achieving the brand awareness of Nandini.

TABLE-8

Table showing how respondents feel about Nandini milk and milk products.
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Options Excellent Good Satisfactory Poor Total Analysis

No of respondents 25 08 12 06 50

Percentage 50% 24% 18% 10% 100%

The above table shows perception of respondents. 50% of respondents feel it is excellent and 24% feel it is good and 16% and 12% of respondents feel it is satisfactory and poor respectively

25

20

15 Series1

Graph 8
10

Series2

0 Excellent Good

42
-Satisfactory
Poor

Inference:The number of respondents rated the Nandini set curd is good and excellent because of its freshness, vitamin content and quality. Very few of them feel that it is satisfactory so that the BAMUL should look out these groups with a suitable strategy.

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TABLE-9 Table Showing Major Factor consider by the Respondents while Purchasing Nandini set curds

SL NO 1 2 3 4

FACTOR QUALITY PRICE AVAILABILITY SERVICE TOTAL

no of respondents 40 2 0 8 50

% 80 4 0 16 100

Analysis:- about 80% of the 50 respondents said that they gave major importance to quality while buying Nandini Products and 4% price considered the most, 16% considered service given to them.

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GRAPH-9

90 80 70 60 50 40 30 20 10 0 QUALITY PRICE AVAILABILITY SERVICE Series1 Series2

Inference:Most of the respondents feel that quality has to be above par while buying Nandini set curds. Compared to any other factor including price and service.

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TABLE-10

Table showing from where do the respondents were purchase Nandini Products

SL NO 1 2 3 4

PARTICULARS AGENTS DEALERS OPEN MARKET OTHERS TOTAL

no of respondents 19 11 20 0 50

% 38% 22% 40% 0% 100%

Analysis:40% of the 50 respondents said that they buy Nandini set curds from the open market itself whereas 19% of the respondents bought them by the agents. 22% of the respondents bought them by dealers

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GRAPH-10

20 18 16 14 12 10 8 6 4 2 0 AGEN TS DEALERS OPEN M ARKET OTH ERS Series1 Series2

Inference:Open market and agent played dominant role in the distribution and sales of Nandini set curds

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TABLE-11

Table showing the mode of payment

SL NO 1

MODE OF PAYEMENT CASH&CARRY

no of respondents 50

% 100

2 3 4

WEEKLY BILLING MONTHLY BILLING OTHERS TOTAL

0 0 0 50

0 0 0 100

Analysis:All the 50 respondents carry out their transaction in cash and carry basis.

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GRAPH-11

160 140 120 100 80 Series2 60 40 20 0 CASH&CARRY MONTHLY BILLING Series1

Inference:As the milk companys do not support any other mode of payments, so the respondents will have to pay only cash on the spot for the purchase of milk, either it may be from the agent or from the open market or from the dealer.

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TABLE-12

Table showing the factors that satisfies Nandini set curds

SL NO 1 2 3 4

PARTICULARS QUALITY PRICE SERVICE Other TOTAL

no of respondents 40 5 5 0 50

% 80 10 10 0 100

Analysis:80% of 50 respondents were satisfied with quality of Nandini set curds and 10% of respondents were satisfied with service and 10% were satisfied with price.

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GRAPH-12

80 70 60 50 40 30 20 10 0 QUALITY PRICE SERVICE Other Series1 Series2

Inference:- Quality is most considerable factor by the respondents.

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Table-13

Table showing opinion of respondents about the price of Nandini set curds
SL NO 1 2 PARTICULARS no of respondents %

Reasonable Costly TOTAL

34 16 50

68% 32% 100%

Analysis: 68% of 50 respondents said that the price of Nandini se curds is reasonable and 32% of them said that it is costly.

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GRAPH-13

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1 2 Costly Reasonable

Inference: Most of respondents feel that prices are reasonable, comparing other company set curd .

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TABLE-14

Table showing whether respondents were satisfied with advertisement of Nandini set curds
SL NO 1 2 PARTICULARS SATISFIED UNSATISFIED TOTAL NO RESPONDENTS 20 30 50 OF % 40% 60% 100%

Analysis:The above table depicts that only 40% of the 50 respondents said they were satisfied with advertisement of Nandini set curds and 6o% were unsatisfied.

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Graph 14

Graph showing whether respondents were satisfied with Nandini set curds

30

25

20 Series1 Series2

15 10

0 SATISFIED UNSAT ISFIED

Inference: As most number of respondents was unsatisfied with advertisement of Nandini set curds. So there is an urgent need for a proper promotional activity is carried down to satisfy the customers.

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CHAPTER-4
SUMMARY OF FINDINGS
The following finding drawn by the respondents in Bangalore City. 1) The age group of respondents was seen to be, below 15 years, 16% of respondents, 15-25 years, 30% of respondents, and 25-35 28% of respondents, above 35 years, 26% of respondents 2) The occupation of the respondents was seen to be as 24% respondents in students; 16% were in government employees, 56% were in business, 14% were in other sectors. 3) The classification of respondents were as follows: Male-80% respondents Female-20% respondents 4) The brand name Nandini has awareness to the fullest extent and all the respondents knew very well about it. As it was the oldest brand of milk and ghee available in Karnataka, all these respondents know about it through advertisement and through the retailer. 5) Most of the respondents were buying set curds through open markets only a very few percentage of respondents bought them from retailers. Open market play a dominant role when it comes to distribution and sales of set curds and they are major influences in the buying of a particular brand of set curds. That is what has been portrayed in this study. 6. Almost every respondents deals through cash and carry mode of payment with the sellers. This is because of none of the
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companies in the market do not support any credit transactions.

7.

About 40% of the respondents were satisfied with the advertisement released by BAMUL about NANDINI brand. This means that the advertisement effectiveness is only 40% but has a 100% reach.

8.

Nandini is seen to b e a very eminent brand since all the 100% of respondents haves given a positive response regarding its awareness.

9.

3/4th of the respondents said that quality of NANDINI products is the thing that they admit the most and few others said that they admired competitive price of nandini. While some of others also admired its availability and its agents service. This means that NANDINI has maintained its quality since it inception 37 years age.

10.

Recommendations for improvements of Nandini set curds are seen as follows: 1. Improvement in availability. 2. Improvement in service. 3. Improvement in packaging.

11.

The respondents were using more of NANDINI set curds when compared to any others products.

12.

Most of the respondents were using 200gm nandini set curds.

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CHAPTER 5 SUGGESTIONS AND RECOMENDATION

Quality, this word has been very well kept up by BAMUL all
these have done a great job by maintaining quality which has helped them to build a strong brand name called NANDINI. But there were a very few complaints from some of the respondents about its packaging so the standards of the set curds has to be increased and thereby satisfying even those small no of unsatisfied respondents.

There were complaints regarding quantity of ghee as there was

sometimes increase or reduction in the quantity. So company has to take proper measures.

The company BAMUL needs to have at its pricing strategy. To

make it much more competitive with any other brands the company should make a certain arrangement so that the certain percentage of rebate is given to the customer who buys in huge quantities. This one will make the customers to stick on to the NANDINI brand itself.

The agents of NANDINI are playing a dominate role in bringing

nandini products and set curds to the respondents and there by being significant I bringing sales and even in building a huge brand in Karnataka called NANDINI so considerable amount of interest should also be shown towards these agents.

The company should also look in to consumers relationship

management. A growing trend by which the company can succeed in winning customers confidence and satisfaction.

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 The company needs to have a constant touch and communication with the consumers and continuously needs. To get feedback from them and make necessary arrangements and corrections to cater the needs of customers.

In many areas there are no Nandini parlors, or dairy. Counters

etc., it is better to open the counters or parlors, in order to provide set curds to the consumers to provide for availability of Nandini products, in all areas.

The BAMUL must undertake the promotional activities like

advertisement of its products, so that the customers are made aware of set curds, and develop an interest about Nandini set curds.

The BAMUL must take interest about packaging, because many

respondent not satisfying of set curds packaging.

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Conclusion
The future of any business is tense. The future cannot be predicated; all you can do is that systematically predict about it. There are professional practitioners who look ahead to the longer term and who believe that this skill can be achieved. By looking ahead, confronting the future and watching the trends unfold, the world becomes less random, patterns emerge, new threats are foreseen and avoided and new opportunities are identified and exploited. This study was done to analyze the consumer behavior towards the Nandini set curds in Bangalore City. Primary and secondary data collected were analyzed in the light of objectives set for the study from the survey reports; it was found that Nandini set curds was being rated the best with regard to the satisfactory levels among the customers. It can be concluded that Nandini is one such brand which has entered the daily life of the consumers. It has the monopolistic market in Nandini set curds and can be utilized fully BAMUL is one such organization where it is striving hard for its customer satisfaction. The taste and quality of the Nandini set curds and milk products is an important aspect, which has to be improved and this should be made known to the consumer through advertisements.

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QUESTIONNAIRE
Dear sir/madam I am LOKESH K S doing 4th sem M.B.A in Dr. Ambedkar Institute Of Technology, Bangalore. To under go the project work on A STUDY ON MARKET POTENTIALITY OF NANDINI SET CURDS IN BANGALORE CITY. Hence please kindly cooperate by providing valuable information by filling up the following questionnaire.

1) Name

2) Age

: a) 20-25 [ ]

[ ]

b)25-30 c)above 30 [

3) Gender

: a) male [

[ ]

b)female

4) Address

---------------------------------------------------------------------------------------------------------------------------

5) Phone no

: --------------------------------------------------------------

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6) Occupation

: Student [ Business [

[ ] [ ]

] ]

Employees Others

7) When do you buy Nandini set curds? Morning [ ] [ ] ] Evening After [ noon

8) How many grams cup Nandini set curds respondents buy every day?

200gm cups [

[ ]

400gm

cups

9) Are you aware of Nandini set curds? -------------------------------------------------------------------------

10) If yes from whom? Advertisement [ [ ] ] Family Friends [

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] ]

Retailers

11) How do you feel about the Nandini set curds? Excellent [ ] [ ] ] Good ]

Satisfactory [

Poor[

12) Which factor you consider while purchasing Nandini set curds? Quality ] ] ] ] Price Service others [ [ [ [

13) Where do you purchase Nandini set curds? Agents [ Open market [ [ ] [ ] ] others ] Dealers

14) What is mode of payment for Nandini set curds? Cash & carry [ [ ] ] Weekly billing

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Monthly billing [ [ ]

others

15) Which are the factors you are satisfied with Nandini set curds? Price [ ] ] [ ] ] Service Quality [ [

Availability

16) What is your opinion about price of Nandini set curds?

Reasonable [

[ ]

Costly

18) Are you satisfied with advertisement given by Nandini set curd? Yes [ [ ] ] No

19) Are there any suggestion improve sales of Nandini set curds? ----------------------------------------------------------------------------------------------------------------------------------------

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