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 for 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.

1
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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.

2
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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 Hassan. 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 Co-
operative 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.

4
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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 producer’s co-
operatives 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 …………. 90%
• Private Dairy …………. 10%

Competitors of the Nandini milk

• Good morning
• Heritage
• Dodla
• Arogya
• Gopathi

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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 C0-
operative 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 dedicated
to the people of Karnataka on 23rd January 1965 by the then Hon’ble
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.

7
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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 co-
operatives 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 co-
operative 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.

8
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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. To
improve the milk production, the union is providing technical input
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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Bangalore Dairy was taken over by BAMUL on 1st September 1988

Bangalore Mega dairy started functioning 17th December 2000.

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 reputed Australian
based company on 19th Feb 2003.

2. Infrastructure at the time of inception & subsequent expansion – year

– wise in terms of the following:

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 AND PRESENT STATUS OF THE ORGA
NISATION:-

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 1980-81 with an enhanced capacity of 1
500 liter per day. Apart from this assistance of Rs. 5.60 lakh was
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. However, the
supply in 1991-92 was around 3000 liters per day. At present the
supply is about 33-40 thousands bottles per month and it is seasonal
catering only to the corporation school children.

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,
Electronic Weighing Scales to minimize human contract of milk and
transparency at the time of milk collection.
11
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 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.

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
12
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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 80,000 liters

Curds 35,000 liters

Evening distribution:-

Toned Milk ----------------- 50,000 liters

Full Cream ----------------- Nil

Curds ---------------------------------------- 2000 Kg

Number of vehicles for morning distribution --- 132

Number of vehicles for evening distribution --- 23
Transportation cost per liter ----------------------- 0.134 Rs

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 Total numbers of agents ----------------------------- 932
Agents for morning distribution ----------------- 930

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 testing and checking the fat content. They
maintain some percentage e of fat contents for different types of milk
they produces.

1.3 PRODUCT PROFILE

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Types of Milk & Milk products marketing by Bamul:

Nandini Toned Milk

Karnataka’s 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 cow’s 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. Available in 250gms pack
containing 10 pieces each.

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 marketing management:

• 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 point’s 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 MNC’s resulting is available of more

21
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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. The analysis also
include that the company must improve by further creating interesting
advertisement in T.V., Radio, Newspapers.

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

24
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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 plant’s main gate. From this point
onward, each operation is automated with controls for chilling, milk
26
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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 PLC-
5/80C 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 AGE No OF RESPONSE PERSENTAGE

1 BELOW 15 8 16%
2 15-25 15 30%
3 25-35 14 28%
4 ABOVE&35 13 26%
TOTAL 50 100%

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.

16

14

12

10

8 Series1
Series2
6
GRAPH-1
4

2
28
0 --
BELOW 15 15-25 25-35 ABOVE&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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 NO OF
SL NO GENDER PERCENTAGE
RESPONDENTS
1 Male 40 80%

2 Female 10 20%

TOTAL 50 100%

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

30
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 40

35

30

25
Male
20
Female
15

10

0
1 2

Inference:
Majority of the respondent’s 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

No of
Nature of work Percentage
Respondents

Students 07 14%

Employees 08 16%

Business 28 56%

Others 7 14%

Total 50 100%

Analysis
The table 3 presents the no of respondent’s 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

Series2
15
Series1
GRAPH-3
10

5
32
0 --
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

33
--
 NO OF
SL NO RESPONSE PERCENTAGE
RESPONDENTS
1 LIKE 45 90%
2 DIS LIKE 05 10%
TOTAL 50 100%

Analysis
The table 4 presents the how many respondent’s like or dislike nandini set
curds and 90% of respondent’s like nandini set curds and only 10%
respondent’s dislike nandini set curds

100%
90%
80%
GRAPH-4
70%
60% DIS LIKE
50% LIKE
40%
30%
20%
10% 34
0% --
1 2
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

35
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 SL NO Particulars No of respondents Percentage

1 Morning 25 50%

2 After noon 15 30%

3 Evening 10 20%

TOTAL 50 100%

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 Series1
Series2
10

36
0
Morning After noon
-- Evening
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

37
--
Table showing how many grams cup Nandini set curds
respondents buy every day

no of
SL NO Particulars %
respondents

1 200gm cups 22 44%

2 400gm cups 28 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

38
--
 30

25

20

Series1
15
Series2

10

0
200gm cups 400gm cups

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

39
--
Table showing by whom they aware of NANDINI set curds

SL NO Particulars no of respondents %

1 ADVERTISEMENT 21 42%

2 FRIENDS 10 20%

3 FAMILY 0 0%

4 RETAILERS 19 38%

TOTAL 50 100%

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

40
--
 25

20

15
Series1
Series2
10

0
ADVAT FRIENDS FAMILY RETAILERS

Inference:-

Both advertisements and agents played equal role in achieving

the brand awareness of Nandini.

TABLE-8
Table showing how respondents feel about Nandini set curds
and milk products.

41
--
 No of
Options Percentage
respondents

Excellent 25 50%

Good 08 24%

Satisfactory 12 18%

Poor 06 10%

Total 50 100%

Analysis
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 Series2
10

42
0
Excellent Good --
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.

43
--
TABLE-9

Table Showing Major Factor consider by the Respondents

while Purchasing Nandini set curds

SL NO FACTOR no of respondents %

1 QUALITY 40 80

2 PRICE 2 4

3 AVAILABILITY 0 0

4 SERVICE 8 16

TOTAL 50 100

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.

44
--
GRAPH-9

90
80
70
60
50 Series1
40 Series2

30
20
10
0
QUALITY PRICE AVAILABILITY SERVICE

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.

45
--
TABLE-10
Table showing from where do the respondents were purchase
Nandini Products

SL NO PARTICULARS no of respondents %

1 AGENTS 19 38%

2 DEALERS 11 22%

3 OPEN MARKET 20 40%

4 OTHERS 0 0%

TOTAL 50 100%

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

46
--
GRAPH-10

20

18
16

14

12

10 Series1
8 Series2

6
4

0
AGENTS DEALERS OPEN OTHERS
MARKET

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

47
--
TABLE-11
Table showing the mode of payment

SL NO MODE OF PAYEMENT no of respondents %

1 CASH&CARRY 50 100

2 WEEKLY BILLING 0 0

3 MONTHLY BILLING 0 0

4 OTHERS 0 0

TOTAL 50 100

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

48
--
GRAPH-11

160

140

120

100

80
Series2
60 Series1

40

20

0
CASH&CARRY MONTHLY
BILLING

Inference:-

As the milk company’s 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.

49
--
TABLE-12
Table showing the factors that satisfies Nandini set curds

SL NO PARTICULARS no of respondents %

1 QUALITY 40 80

2 PRICE 5 10

3 SERVICE 5 10

4 Other 0 0

TOTAL 50 100

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.

50
--
GRAPH-12

80

70

60

50

40 Series1
Series2
30

20

10

0
QUALITY PRICE SERVICE Other

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

51
--
Table-13
Table showing opinion of respondents about the price of
Nandini set curds

SL
PARTICULARS no of respondents %
NO

1 Reasonable 34 68%

2 Costly 16 32%

TOTAL 50 100%

Analysis: -

68% of 50 respondents said that the price of Nandini se curds is

reasonable and 32% of them said that it is costly.

52
--
GRAPH-13

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

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

53
--
TABLE-14
Table showing whether respondents were satisfied with
advertisement of Nandini set curds

SL NO PARTICULARS NO OF %
RESPONDENTS
1 SATISFIED 20 40%

2 UNSATISFIED 30 60%

TOTAL 50 100%

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.

54
--
Graph 14
Graph showing whether respondents were satisfied with
Nandini set curds

30

25

20

Series1
15
Series2

10

0
SATISFIED UNSATISFIED

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.

55
--
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 plays 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 respondent’s deals through cash and carry mode of

payment with the sellers. This is because of none of the
companies in the market do not support any credit transactions.
56
--
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 agent’s 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.

57
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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 curds 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 consumer’s relationship
management. A growing trend by which the company can
succeed in winning customers confidence and satisfaction.

58
--
 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.

59
--
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.

60
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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 : --------------------------------------------------------------

61
--
6) Occupation : Student [ ] Employees
[ ]
Business [ ] Others
[ ]

7) When do you buy Nandini set curds?

Morning [ ] After noon

[ ] Evening [
]

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 [ ] Friends
[ ] Family [

62
--
 ] 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 [ ] Dealers
[ ]

Open market [ ] others

[ ]

14) What is mode of payment for Nandini set curds?

Cash & carry [ ] Weekly billing

[ ]

63
--
 Monthly billing [ ] others
[ ]

15) Which are the factors you are satisfied with Nandini set curds?

Price [ ] Quality
[ ] Service [
] 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?

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

64
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---------- ----------------------------------------------------------------
----------

65
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