Chapter-1

Section-A

Introduction to project

This project is about preference of the consumer towards FMCG(fast moving consumer
goods) products i.e. Milk products in domestic market (in special market (in specialcontext of
nestle, verka & amul milk products)

The story of milk products began in the new world with the Mayans ,and also the word milk
products comes from the Mayan word xocoatl ,and the word coca from the azieccacahuati,
who drank a dark brew called cacahuaquchtl. later ,the Aztec consumed chacahoua and used
the cocoa bean for currency. In I 523,they offered cocoa beans to Cortez, who introduced
milk products to the world ,where it swiftly because a favorite food among the rich and noble
of Europe.

From the beginning, turning raw, bitter cocoa beans into what one century writer called the
only true food of the god has been a fine art ,a delicate mixture of alchemy and science
.centuries ago it was discovered that fermenting and roasting the beans could create an almost
otherworldly flavor .in I 875,after years of trying ,a 31 -year-old candy maker in velvety
Daniel peter figured out how to combine milk and cocoa power.

1. l Meaning of milk products:

1. A preparation of the seed of cocoa, roasted. Husked, and ground (without removing any of
the fat), often sweetened and flavored, as with vanilla.

2. A beverage or confection made from this.

3. Dark brown.

4. A divine substance inspiring passion in those who consume it.

The discovery of cocoa was only a first step in the direction of milk step in the direction of
milk products. The Mayas were the first to cultivate the cocoa bean for the fruits it yielded.
They used the beans as an ingredient in their favorite milk products drink, xocotlatl.

1
Legend suggests that the first beans came out of paradise and lent wisdom and power to the
person that ate them. For obvious reasons, the use of cocoa was kept to a minimum by the
emperors.

Before the Spanish explorers discovered the New world, milk products and other exotic
food were totally unknown in Europe. Columbus was the first European to become
acquainted with cocoa, but he wasnt exactly impressed

.During one of his conquest in the new arid he met the Aztecs. For many generations, they
drank an infusion of grilled seeds and spices. This mixture tasted disgusting and it also
contained cocoa beans. The Aztecs adopted the ideas of cocoa consumption from the Mayas.

However the conquistadors Pissarro and, in particular, Cortes did show interest in the bean.
Fernando Cortes reached the east coast of Mexico in 1519.as an honored guest of
Montezuma(Aztec emperor and inveterate milk products fanatic) he was offered xocotatl a
small portion of aromatic milk products drink mixed vanilla, pepper and other herbs.

For the Mayas, cocoa beans were very important, not only were they a popular means of
exchange, they also had a religious value. The Mayas sacrificed cocoa beans at the funerals
of the upper class.

1.2 Introduction of study:

The research study was undertaken to know the buying behavior of consumers. In this
research the need of study is to know the taste, preferences of consumers while purchasing
the particular brand of the milk products. What are the fact or that influences the customers to
switch over the other brands.

As the milk products market is full of competition, so this study about the buying behaviors
of consumer regarding milk products was studied to figure out therea sons for the same. l
tried to find out basic problem that is the consumer reaction and behaviour for the same. Also
this study helped me to find out the ratio of the loyal customers and awareness level of the
consumers for milk products.

2
As management students this can be taken as the strong base for future a sell what I studied in
the project is now the need of the hour, as it is very well known fact that 80% of the total
profits of any company is contributed by only 20% customers so the study about the brand
equity gives good tracking of those customers.

The word milk products come from the may an word xocoatl, and the word cocoa from the
Aztec cacahuatle. In Mexico, the beverage was called chocolate, from lath(water)and choco.
suppose, the spanish found the Mexican word her to pronounce and called it cocoa.

1.2.1. From cocoa to Milk Products:

Sorting, clearing ,frying, crushing, grinding is the only small part of stages of production
cycle transforming cocoa beans in milk products, which we eat.

Milk products is really the unique product, tasty, highly nutritive (about 550kkal in 100gm of
a product),capable to be stored by years without change of properties. It contains 5O-55%of
carbohydrates,32-35% of fat,5-6& of fibers. And also tannin substances(4-5 %0,stim u lators-
the bromine and caffeine(1-1.5%),microelements Na, K, Mg, P, Fe and vitamins B1,&B2.

1.3 Introduction of consumer Behaviour

Consumer Behavior

How many times throughout the day do people make product decisions? If you stop to think
about it, many product decisions are made every day, some without much thought. What
should I wear? What should I eat? What am I going to do today? Many product decisions are
answered routinely every day and they help move the economy of cities, countries and
ultimately the world.

Product decisions also shape life for the consumer. How can simple decisions be so
important? Why do marketers spend millions of dollars to uncover the reasons behind these
decisions?

3
To define consumer behavior: it is the study of consumers and the processes they use to
choose, use (consume), and dispose of products and services. Amore in depth definition will
also include how that process impacts the world. Consumer behavior incorporates ideas from
several sciences including psychology, biology, chemistry and economics.

All marketing decisions are based on assumptions and knowledge of consumer

behavior, (Hawkins and Mothers baugh, 2007). Researching consumer behavior is a
complex process, but understanding consumer behavior is critical to marketers-they can
use it to:

1. Provide value and customer satisfaction.

2. Effectively target customers.
3. Enhance the value of the company.
4. Improve products and services.
5. Create a competitive advantage
6. Understand how customers view their products versus their competitors products.
7. Expand the knowledge base in the field of marketing,
8. Apply marketing strategies toward a positive affect on society (encourage people to
support charities, promote healthy habits, reduce drug use etc.)

1.3.1 Service:

Intangible products such as accounting, banking, cleaning, consultancy, education,

insurance, expertise, medical treatment, or transportation.

Sometimes services are difficult to identify because they are closely associated with a
good; such as the combination of a diagnosis with the administration of a medicine. No
transfer of possession or ownership takes place when services are sold, and they (I)
cannot be stored or transported, (2) are instantly perishable, and (3) come into existence at
the time they are bought and consumed.

4
1.3.2 Brand:

A brand is a Name, term, design, symbol, or any other feature that identifies one
sellers good or service as distinct from those of other sellers. Branding began as a
way to tell one persons cattle from another by means of a hot iron stamp. A modern
example of a brand is Coca Cola which belongs to the Coca-Cola Company.

1.3.3 Concepts:

Proper branding can result in higher sales of not only one product, but on other
products associated with that brand. For example, if a customer loves Pillsbury
biscuits and trust the brand. he or she is more likely to try other products offered by
the company such as chocolate chip cookies.

Brand is the personality that identifies a product, service or company(name, term,

sign, symbol, or design, or combination of them) and how it relates to key
constituencies: customers, staff, partners, investors etc.

Some people distinguish the psychological aspect, brand associations like thoughts,
feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become
linked to the brand, of a brand from the experiential aspect.

The experiential aspect consists of the sum of all points of contact with the brand and
is known as the brand experience. The brand experience is a brands action perceived
by a person. The psychological aspect, sometimes referred to as the brand image, is a
symbolic construct created within the minds of people, consisting of all the
information and expectations associated with a product, service or the
company(ies)providing them.

People engaged in branding seek to develop or align the expectations behind the
brand experience, creating the impression that a brand associated with a product or
service has certain qualities or characteristics that make it special or unique. A brand
is therefore one of the most valuable elements in an advertising theme, as it
demonstrates what the brand owner is able to offer in the marketplace. The art of
creating and maintaining a brand is called brand management. Orientation of the
whole

5
Organization towards its brand is called brand orientation. The brand orientation is
developed in responsiveness to market intelligence.

Careful brand management seeks to make the product or services relevant to the target
audience. Brands should be seen as more than the difference between the actual cost
of a product and its selling price - they represent the sum of all valuable qualities of a
product to the consumer.

A brand which is widely known in the marketplace acquires brand recognition. When
brand recognition builds up to a point where a brand enjoys a critical mass of positive
sentiment in the marketplace, it is said to have achieved brand franchise. Brand
recognition is most successful when people can state a brand without being explicitly
exposed to the companys name, but rather through visual signifiers like logos,
slogans, and colors. For example, Disney has been successful at branding with their
particular script font (originally created for Walt Disneys signature logo), which it
used in the logo for go.com.

Consumers may look on branding as an aspect of products or services, as it often

serves to denote a certain attractive quality or characteristic (see also brand promise).
From the perspective of brand owners, branded products or services also command
higher prices. Where two products resemble each other, but one of the products has no
associated branding (such as a generic, store- branded product), people may often
select the more expensive branded product on the basis of the quality of the brand or
the reputation of the brand owner.

1.3.4 Local brand:

A brand that is sold and marketed (distributed and promoted) in a relatively small and
restricted geographical area. A local brand is a brand that can be found in only one
country or region. it may be called a regional brand if the area encompasses more than
one metropolitan market. It may also be a brand that is developed for a specific
national market, however an interesting thing about local brand is that the local
branding is more often done by consumers than by the producers. Examples of local
brands in Sweden are Stomatol, Skneme etc.

6
1.3.5 Brand name:

The brand name is quite often used interchangeably with brand, although it is more
correctly used to specifically denote written or spoken linguistic elements of any product.
In this context a brand name constitutes a type of trademark, if the brand name
exclusively identifies the brand owner as the commercial source of products or services.
A brand owner may seek to protect proprietary rights in relation to a brand name through
trademark registration and such trademarks are called Registered Trademarks.
Advertising spokespersons have also become part of some brands, for example:
Mr.Whipple of Charmin toilet tissue and Tony the Tiger of Kelloggs Frosted Flakes.
Local branding is usually done by the consumers rather than the producers.1.3.6

Types of brand names:Brand names come in many styles. A few include:Initialism: A

name made of initials such as UPS or IBM

7
Descriptive: Names that describe a product benefit or function like Whole Foods or Airbus

Alliteration and rhyme: Names that are fun to say and stick in the mind like Reeses Pieces
or Dunkin Donuts

Evocative: Names that evoke a relevant vivid image like Amazon or Crest

Neologisms: Completely made-up words like Wii or Kodak

Foreign word: Adoption of a word from another language like Volvo or Samsung

Founders names: Using the names of real people, and founders name like Hewlett-Packard,
Dell or Disney

Geography: Many brands are named for regions and landmarks like Cisco and Fuji Film
Personification: Many brands take their names from myth like Nike or from the minds of ad
execs like Betty Crocker

The act of associating a product or service with a brand has become part ofpop culture. Most
products have some kind of brand identity, from common table salt to designer jeans. A
brand nomer is a brand name that has colloquially become a generic term for a product or
service. such as Band-Aid or Kleenex, which are often used to describe any brand of adhesive
bandage or any brand of facial tissue respectively.

1.3.7 Brand identity:

The outward expression of a brand including its name, trademark, communications, and
visual appearance - is brand identity. Because the identity is assembled by the brand owner, it
reflects how the owner wants the consumer to perceive the brand and by extension the
branded company, organization, product or service. This is in contrast to the brand image,
which is a customers mental picture of a brand. The brand owner will seek to bridge the gap
between the brand image and the brand identity.

Effective brand names build a connection between the brand personality as it is perceived by
the target audience and the actual product/service. The brand name should be conceptually on
target with the product/service (what the company stands for).Furthermore, the brand name
should be on target with the brand demographic. Typically,

8
Sustainable brand names are easy to remember, transcend trends and have positive
connotations. Brand identity is fundamental to consumer recognition and symbolizes the
brands differentiation from competitors.

Brand identity is what the owner wants to communicate to its potential consumers.
However, over time, a products brand identity may acquire (evolve), gaining new
attributes from consumer perspective but not necessarily from the marketing
communications an owner percolates to targeted consumers. Therefore, brand
associations become handy to check the consumers perception of the brand.

Brand identity needs to focus on authentic qualities real characteristics of the value
and brand promise being provided and sustained by organizational and/or production
characteristics.

1.4 Theoretical foundation;

1. Brand Awareness
2. Positioning
3. Consumers Awareness
4. Sales promotion

Brand awareness:

Brand awareness refers to customers ability to recall and recognize the brand under
different conditions and link to the brand name, logo, jingles and so on to certain
associations in memory. It consists of both brand recognition and brand recall. It helps the
customers to understand to which product or service category the particular brand belongs
and what products and services are sold under the brand name. It also ensures that
customers know which of their needs are satisfied by the brand through its products
(Keller). Brand awareness is of critical importance since customers will not consider your
brand if they are not aware of it.

There are various levels of brand awareness that require different levels and combinations
of brand recognition and recall. Top-of-Mind is the goal of most companies.

9
Top-of-Mind Awareness occurs when your brand is what pops into a consumers mind
when asked to name brands in a product category. For example, when someone is asked
to name a type of facial tissue, the common answer is Kleenex, which is a top-of-mind
brand. Aided Awareness occurs when a consumer is shown or reads a list of brands, and
expresses familiarity with your brand only after they hear or see it as a type of memory
aide. Strategic Awareness occurs when your brand is not only top-of-mind to consumers,
but also has distinctive qualities that stick out to consumers as making it better than the
other brands in your market. The distinctions that set your product apart from the
competition is also known as the Unique Selling Point or USP.

Positioning:

Brand positioning refers to target consumers reason to buy your brand in preference to
others. It is ensures that all brand activity has a common aim; is guided, directed and
delivered by the brands benefits/reasons to buy; and it focuses at all points of contact
with the consumer.

Brand positioning must make sure that:

Is it unique/distinctive vs. competitors?

Is it significant and encouraging to the niche market?

Is it appropriate to all major geographic markets and businesses?

Is the proposition validated with unique, appropriate and original .products?

Is it sustainable - can it be delivered constantly across all points of contact with the
consumer?

Is it helpful for organization to achieve its financial goals?

Is it able to support and boost up the organization?

In order to create a distinctive place in the market, a niche market has to be carefully
chosen and a differential advantage must be created in their mind. Brand positioning is a
medium through which an organization can portray its customers what it

10
wants to achieve for them and what it wants to mean to them. Brand positioning forms
customers views and opinions.

Brand Positioning can be defined as an activity of creating a brand offer in such a manner
that it occupies a distinctive place and value in the target customers mind. For instance-
Kotak Mahindra positions itself in the customers mind as one entity- Kotak - which
can provide customized and one-stop solution for all their financial services needs. It has
an unaided top of mind recall. It intends to stay with the proposition of Think
Investments, Think Kotak. The positioning you choose for your brand will be influenced
by the competitive stance you want to adopt.

Brand Positioning involves identifying and determining points of similarity and

difference to ascertain the right brand identity and to create a proper brand image. Brand
Positioning is the key of marketing strategy. A strong brand positioning directs marketing
strategy by explaining the brand details, the uniqueness of brand and its similarity with
the competitive brands, as well as the reasons for buying and using that specific brand.
Positioning is the base for developing and increasing the required knowledge and
perceptions of the customers. It is the single feature that sets your service apart from your
competitors. For instance- Kingfisher stands for youth and excitement. It represents brand
in full flight.

There are various positioning errors, such as -Under positioning- This is a scenario in
which the customers have a blurred and unclear idea of the brand.

Over positioning- This is a scenario in which the customers have too limited a awareness
of the brand.

Confused positioning- This is a scenario in which the customers have a confused opinion
of the brand.

Double Positioning- This is a scenario in which customers do not accept the claims of a
brand.

11
Consumer awareness:

The need for empowerment of consumers as a class cannot be over emphasized and is already
well recognized all over the world. The advancement of technology and advent of
sophisticated gadgets in the market and aggressive marketing strategies in the era of
globalization have not only thrown open a wide choice, for the consumer but all the same
also rendered the consumer vulnerable to a plethora of problems concomitant to such rapid
changes. There is an urgent and increasing necessity to educate and motivate the consumer to
be wary of the quality of the products, and also the possible deficiencies in the services of the
growing sector of public utilities. In short, the consumer should be empowered with respect
to his rights as a consumer. He should be equipped to be vigilant with a discerning eye so as
to be able to protect himself from any wrongful act on the part of the trader. In order to be
able to position the consumer in such a state, there is every need not only to evolve legal
remedies but also provide reliable and exhaustive information, which he can access without
much effort and expense. Recognizing the importance of the problem, the Government of
India and State Government have initiated steps to introduce dispute redressal mechanism by
way of Consumer Protection Ac, but a lot more has to be done in the area of creating
awareness on the part of the consumer to facilitate his seeking suitable remedy wherever
there is a need. This becomes more important in the rural areas, where there is wide spread
illiteracy.

He should undertake steps to create a facilitative mechanism with the following objectives:

1. Promote General Awareness of the rights of the consumer by encouraging consumer

education and supplying information.
2. Publish periodical and product specific booklets, pamphlets, cassettes, CDs, slides,
documentary films and other devices of mass communication for promoting
consumer awareness in English and regional languages, highlighting the problem in
specified areas like real estate, public utilities, non-banking financial agencies etc.

12
3. Enlighten the business community on its ethical and legal obligations to maintain
quality of the products or services and to be transparent in dealing with consumers.
4. Encourage consumer activities to strengthen the existing institutional set up of
consumer dispute redressal by acting as a facilitator between consumer and the
institution.
5. Study the available legal remedies, analyze and suggest new measures for the
effective and better consumer protection.
6. Bring together the consumer, traders and policy makers to exchange information of
mutual interest for better coordination. Bring together the NGOs/Consumer
activities operating in different areas and equip them with suitable and required
information and knowledge to enable them to act as nodal agents of change in rural
areas.
7. Organize and conduct seminars, workshops and group discussions and thus provide a
platform for threadbare discussion of the issues and evolve suitable remedial action.
Conduct motivational campaigns for groups of potential customers both in urban and
rural areas.
8. Coordinate programmes organized by Central and State Governments, State Legal
Aid Authorities, Academic Institutes, National and International Consumer
Organizations.
9. Periodic interaction with electronic & print media on success stories of consumers.
10. Establish links with educational institutions like universities, colleges, high schools to
emphasize the need for improving consumer education in the curriculum. Consumer
clubs which were started recently by the A.P. Consumer affairs, Food & Civil
Supplies Dept. would go a long way in achieving this.
11. Interact with national level organizations like NISIET, NIRD and ASCI etc. to
explore possible collaboration and organize awareness programmes for their clientele
and undertake research projects.
12. Organize a database enabling the consumer retrieve the required information in ales
expensive and quick way.

13
 information, news including judgments, articles, on product analysis and related
matters for the guidance of consumers to have informed choice of product services,
redressal agencies and mechanisms.

(i) Perception: The process by which people translate sensory impressions into a
coherent and unified view of the world around them. Though necessarily based on
incomplete and unverified (or unreliable) information, perception is equated with
reality for most practical purposes and guides human behavior in general.

Sales Promotion:

Sales promotion is any initiative undertaken by an organization to promote an

increase in sales, usage or trial of a product or service (i.e. initiatives that are not
covered by the other elements of the marketing communications or promotions mix).
Sales promotions are varied. Often they are original and creative, and hence a
comprehensive list of all available techniques is virtually impossible (since original
sales promotions are launched daily!). Here are some examples of popular sales
promotions activities:

a) Buy-One-Get-One-Free (BOGOF) - which is an example of a self-liquidating

promotion? For example if a loaf of bread is priced at $1, and cost 10 cents to
manufacture, if you sell two for $1, you are still in profit - especially if there is
a corresponding increase in sales. This is known as a PREMIUM sales
promotion tactic.
b) Customer Relationship Management (CRM) incentives such as bonus points
or money off coupons. There are many examples of CRM, from banks to
supermarkets.
c) New media - Websites and mobile phones that support a sales promotion. For
example, in the United Kingdom, Nestle printed individual codes on KIT-
KAT packaging, whereby a consumer would enter the code into a dynamic
website to see if they had won a prize. Consumers could also text codes via
their mobile phones to the same effect.

14
1.5 Consumer:

An individual who buys products or services for personal use and not
for manufacture or resale. A consumer is someone who can make the decision
whether or not to purchase an item at the store, and someone who can be
influenced by marketing and advertisements. Any time someone goes to a store
and purchases a toy, shirt, beverage, or anything else, they are making that
decision as a consumer.

Rights and responsibilities if consumer:

Consumer protection movements have evolved and grown worldwide in the past
few decades. This global drive to protect and uphold consumer interests is amply
reflected in the guidelines adopted by the UN General Assembly in 1985
(Resolution 3 9/248) for the protection of consumer rights, and in the efforts of
international organization such as Consumer International. Consumer protection
movements reflect the social and cultural patterns and attitudes of a given society
in which they operate, as well as promote good market practices and a sustainable
consumption patterns. Consumer movements not only protect consumer rights, but
also aim to educate the consumers about their responsibilities and build a more
equitable and fair society.

CRCP shares the vision of Consumer International and endorses consumer

guidelines and responsibilities prescribed by it and by the UN General Assembly.
CRCP perceives its role not only as defending the rights of the consumer but more
importantly towards achieving a clear social understanding about what it means to
be consumer. It strives for the emergence of an organized consumer movement
through building a broad base of informed and responsible consumers. CRCP
endeavors to support the consumers to come out of the prevailing inertia and play
a more active role in deciding their consumption patterns to effect long-term socio
economic change and achieve sustainable development. A summary of Consumer
Internationals (CI) philosophy of Consumer Rights and Responsibilities

15
Consumer Rights:

Basic needs the right to basic goods and services, which guarantee survival. It
includes adequate food, clothing, shelter, health care, education and sanitation.

Safety

The right to be protected against products, production processes and services which
are hazardous to health and life. It includes concern for consumers long-term as well
as their immediate requirements.

Information

The right to be given the facts needed to make an informed choice or decision.
Consumer must be provided with adequate information enabling them to act wisely
and responsibly. They must also be protected from misleading or inaccurate publicity
material, whether included in advertising, labeling, packaging or by other means.

Choice

The right to choose products and services at competitive prices and, in the case of
monopolies, to have an assurance of satisfactory quality and service at a fair price.

Representation

The right to advocate consumers interests with a view to their receiving full and
sympathetic consideration in the formulation and execution of economic and other
policies. It includes the right of representation in governmental and other policy-
making bodies as well as in the development of products and services before they are
produced or set up.

Redress

The right to a fair settlement of just claims. It includes the right to receive
compensation for misrepresentation of shoddy goods or unsatisfactory services and
the availability of acceptable forms of legal aid or redress for small claims where
necessary.

Consumer Education

The right to acquire the knowledge and skills to be an informed consumer

throughoutlife. The right to consumer education incorporates the right to the
knowledge and skills

16
needed for taking action to influence factors, which affect consumer decisions.

Healthy Environment

The right to a physical environment that will enhance the quality of life includes
protection against environmental dangers over which the individual has no control It
acknowledge the need to protect and improve the environment for present and future
generations.

Consumer Responsibilities:

Critical Awareness

The responsibility to be more alert and questioning about the price and quality of
goods and services we consume.

Action

The responsibility to assert ourselves by acting to ensure that we get a fair deal As
long as we remain passive consumers we will continue to be exploited and
manipulated. Social Concern The responsibility to consider the impacts of our
consumption patterns and lifestyles on other citizens especially the poor
disadvantaged or powerless consumers whether they be in the local national or
international community.

Environmental Awareness

The responsibility to realize the environmental costs and consequences of our

consumption patterns and lifestyles. We should recognize our individual and
collective social responsibility to conserve natural resources and to preserve earth for
present and future generations.

Solidarity

The responsibility to come together and organize consumers in order to enhance the
strength and influence required to promote and protect our interests.

17
 SECTION-B

REVIEW OF LITERATURE

Milk products Truffles are so good Posted: Aug 04,2010 Milk products are
one of the best inventions ever created in the course of human existence. Milk
products is such tasty and delicious treat and it can be purchased for yourself or given
as a gift. Milk products gifts are always an appreciated and appropriate gift. One of
the best gifts anyone could receive is a hybrid of milk products and the flower. Instead
of abouquet of flower that will die or a simple box of milk products you can always
give someone a milk products rose as a gift. Milk products roses as a gift. Milk
products can be shaped into the form of a rose and covered in red milk products foil
with a stem and a leaf attached. This flower is made to resemble a beautiful red rose
on the put side that can be unwrapped and devoured, if the recipient in mind really
likes milk products with an intense passion and would prefer to have an entire boxof
milk products rather than the few bites that are blooming inside of a red foil wrapped
milk products rose there is always the ever popular gift of rich and delicious milk
products truffles to satisfy.

Milk products truffles are made by chocolatiers in a lost every rich and
delectable flavor imaginable, milk products truffles are among one of the most
popular and best gifts to be received because rich cocoa is so delicious and the
chocolatiers that made truffles are knowledgeable about how to make them. Well
crafted milk products truffles are a wonderful treat to receive as a gift or to win in a
basket at a raffle.

When you need a Treat, Milk products gifts hit the spot posted :Aug
04,2010

Just about everybody loves Milk products .From the iconic Hershey kiss to the
top of the line Godiva brand, milk products comes in various forms and shapes. Milk
products truffles are a special treat that satisfies a refined taste.

18
 M & Mappear in candy dishes all over the world, one of the best things about
milk products is that it makes a great gift.

Milk products gifts are available for all occasions. On valentines day, it is
almost mandatory that you buy your sweetheart a heart-shaped box of the sweet treat.
The one or maybe two pound boxes con tam an assortment of milk products with nuts,
caramel, coconut, nougat, cremes and other filings. You can choose boxes with
light,dark or a combination of the two types of milk products.

Holidays are another time for boxed milk products. when you go over to your
aunt bettys house for thanks giving dinner, a nice box of milk products is appropriate
.while milk products gifts are not expensive (unless you are buying some exotic,
imported brand),they are always appreciated. when the box is opened ,you better be
quick, before all the good ones get snatched up.

During Easter, chocolates take several different forms. Large, hollow milk
products bunnies with candy eyes line the shelves of drug stores. Wal-Mart has a
special candy display. There are milk products Easter eggs with marshmallow filling.
Milk products Peanut butter eggs and crunchy milk product eggs. Any respectable
Easter basket should be filled with some delicious milk products.

Birthdays, cheering up an ill patient, or rewarding your childs excellent

school performance are all very appropriate for milk products gifts.

The world of milk products

posted: jun 01,2010

Milk products are loved the world over. why do so many people love milk
products? Probably because of the almost unlimited variety of flavors had textures
that milk products has. Ever since milk products was first discovered over 3,000 year
ago by the Aztecs, people have enjoyed milk products. Of course, although people all
time have enjoyed milk products, it didnt start out as we know it today. it wasnt the
sweet little milk products or bars that we like to think of. Instead ,it started in south
America only as a bitter drink.

19
Soon through, coco made its deduct into the rest of the world and into thehands of
many eager bakers. milk products went from just a bitter drink, into all kinds off
labors. coco was made into sweet drinks, cakes, desserts and bars. The flavors range
din everything form bitter dark to ultra sweet and decadent. one of thest indulgent is
milk products truffles. Theses little milk products are filled with ganache ,a mixture of
both semisweet milk products and cream.

In 1765 Milk product was first introduced to the united state by n Irishman named
john hanan. both john and American candy maker James baker built the first
American milk products mill in 1780.Then they started production milk products for
the public. It wasnt long before their little milk products business began to takeoff.
Americans were in love!

Now, well over 200 years later, the American public is still in love and obsessed with
milk products .7 billion dollars a year alone is spent on milk products/much of that is
spent on milk products. Gifts, whether of course that gift is for someone other than
yourself is entirely up to you!

Let s hear it for the wedding milk products favours

posted: Mar3O,2009 .

Belgian milk products is one of the best milk products in the world. But then again it
doesnt have to be Belgium milk products to create a mouth watering effect to those
people who crave for sweets. wedding milk products are simply a quality choice as a
wedding favor.

But then, milk products are not just a token given to someone special on a special
event. Milk products wedding favors have become one of the greatest items a couple
could use in their wedding as a favour if it is going to be your own wedding, perhaps
you might as well consider this option.

Its just to show that a wedding favour is not anymore particular to a home decor but
it can now also be a usable or an edible thing. Intimacy and passion comes to mind
when talking milk products.

20
Perhaps it is the reason why they have been used as one of the options in the line up
of wedding favour. And to make wedding milk products favour more suitable for a
wedding, different models have been created to shape the milk products into designs
that would suit any type of wedding of course there are other taste available as well in
mint, dark, or white

Milk products, and these can be appropriately matched with a particular shape of
wedding milk products favours.

Wedding milk products favors can fit a royal wedding theme, an outdoor wedding, or
Disney-type topic wedding. A Milk products favors lollipop can take about any shape
or designs that could fit a wedding celebration. Those heart-shaped milk products
favours that have a design in the middle are the simplest design that you can have.

You can also use an oval, round, or rectangular forms since they are wide enough to
make more patterns in the middle of the milk products. Some of the more unique
shaps in the wedding milk products design world would be wedding gown, tuxedo,
bride and groom image, flowers such as rose and calla lily, birds such as swan and
dove, castle, wedding bell, wedding cake, and even elegant fans.

Furthermore, these chocolaty design can also be modified a bit and use them as a
wedding milk products cake topper or centerpiece. You can add some more
accessories to your milk products favors.

A colorful Mimi sticks and a ribbon can turn your favor iooly into a more amazing
wedding favor. But then, you can also give those milk products wedding favors a
personal touch if you want to individualize Milk products favors are also more
inviting because your guest will see that you have put some extra effort into creating
them.

Looking for the best wedding favor can be a lot of fun that you and your partner can
be together. When you pick out to have milk products as your wedding favor, rest
assured that you and your spouse will share that sweet moment; designing your
wedding motif together.

21
To formulate the problem precisely and top in point the importance ofundertaking it,
it is essential to carry out a brief review of the studies related directly orindirectly to
the present investigation. Some of the studies conducted earlier are given in
chronological order.

Johnston(1981)proposed that time may be the most important variable in consumer

behaviour. On one side, the time dimension of consumer behaviour is viewed as just
beginning to emerge as a major variable of study ,on the other side, however, time has
been implicitly and explicitly incorporated into consumer behaviour theory and
marketing strategies for quite some time. Adoption of products by consumers was not
characterized by analytic consumption behaviour but by risk aversion and preference
for incremental changing in the consumption set.

Gofton and Nees (1991) studied that the twin trends of heath and convenience have
resulted in changing food consumption patterns. their research among consumers
confirmed that their is a wareness and concern about the relationship between health
and diet the better educated are more food -conscious. Changing lifestyles and the
changing role of women are shown to affect food habits.

Bruhn (1992) reported concern about the impact of diet on health those hasled
consumers to reduce the consumption of foods perceived as being high in fat. Taste,
safety, and nutrition were most important in food selection. Nutritive factors
considered most important were total fat content, cholesterol, fats both saturated and
unsaturated ones by the consumers.

Arthley (I 993) reported that the food manufacturers must ensure that the food they
produce should satisfy customers demands namely, i.e. the food should be safeto eat
,healthy and nutritious and it should be of high quality and value or money and
increasingly, it must have built- in convenience.

Zink(1997)studied that consumer demand for new food and changes in eating habits
and food safety risks are affecting the food processing industry.

22
The population is becoming older on average; more ever, consumers ,want fresh and
minimally processed food without synthetic chemical preservatives.

Candel(2001) proposed that consumer research s consider convenience orientation

towards meal preparation to be a relevant construct for understanding consumer
behaviour towards foods. As examined in two different samples of meal preparers.
convenience orientation was found to be negatively related to cooking enjoyment,
involvement with food products and variety seeking and to be positively related to
role overload. his analysis also suggest that the lack of relation between the meal
preparers working status and convenience food consumption as found in many
studies, is due to convenience food not restaurants appear to satisfy the consumers
need for convenience more adequately.

Costa et al (2001) introduced a new definition and classification system for home
meal replacements (HMR), based on convenience attributes as viewed by consumers.
The classifying criteria chosen were based on shelf-life and required preparation.
Results showed that the use of a narrow range of HMR is characteristic of Dutch food
consumption. The classification system is expected to provide valuable support for
consumer-oriented products and process development.

Creed (2001 )studied that consumer demand for convenience has led to the prepared
frozen meals according to age group, social class, gender and frequency of eating out,
and the potential for extending the use of prepared meals to those who couldbenefits.lt
concluded that the system can provide opportunities to satisfy many groups of
consumers with regard to nutritional, sensory, convenience and safety aspects.

Tauscher(2002) studied that consumer demands for high-quality foods with Fresh
like characteristics that require only a minimum amount of effort and time for
preparation has led to the introduction of convenience foods preserved by mild
treatments. Non-thermal methods allow the processing of foods below temperatures
used during thermal pasteurization, so flavours, essential nutrients, and vitamins
undergo minimal or no changes. This process is used to create food and food
ingredients with new sensory and functional properties including also physiological
functionality.

23
Friedeck et al(2003)revealed that the flavor and texture effects of soy protein
fortification of low-fat dairy-based ice cream were most important for the acceptance
of frozen ice-cream. Low fat ice cream mixes were formulated with 0, 2 and 4percent
soy protein isolates(SPI). Sensory attributes, volatile flavor comments, instrumental
color properties compared with the 0 percent SPI control. This information aided in
optimization of an acceptable soy-fortified dairy ice cream.

Tillotson(2003) studied the effects of high pressure processing(HPP) on consumer

acceptance for chilled ready meals manufactured using a low-value beef cut. Data
were collected on consumers food consumption patterns, their attitudes towards food
by means of the reduced food-related lifestyle and socio-demographics.

Ahlgen and hall(2004) studied that food choice is dependent upon beliefs about both
the products and those who consume these products. He studied the beliefs about the
protypical attributes of ready meal consumers to establish which beliefs exist and
whether they have any actual basis when compared with self-reported behaviors of
ready meal consumers. In a survey, respondents described what they considered to be
common attributes of ready meal consumers. Most interesting was the fact that two
frequently mentioned attributes, being alone and no interest in cooking or food, were
confirmed by the frozen ready meal consuming respondents in the actual eating
situation but not by their life-style and beliefs in general. In the different eating
situations there were dissimilar reasons for consumption. Two ready meal eating
situations were investigated in greater detail in order to establish what triggered the
ready meal consumption in these situations. One of these meal situations proved to be
convenience driven and the other time driven.

Cardello and schutz(2004) conducted the analytic studies with cavils with civilian and
military consumers in order to assess the factors that contribute to the concept of food
freshness and the relative importance of freshness to order product variables. Result
showed the concept of freshness to be determined primarily by time from
harvest/production and food type. Foods that were described as minima ally
processed e.g. frozen and thawed were rated as less fresh than other foods.

24
Botonak(20 10) proposed that the increasing importance of convenience inconsumer
food choices has attracted researchers interest. In the effort to understand how
convenience affects consumers food preferences, values are believed to play an
important role. The result reveals that convenience food consumption and
convenience orientation in the food domain are mainly connected.

Sorenson et al (2011) studied the effects of high pressure processing (HPP)on

consumer acceptance for chilled ready meals manufactured using a low-value beefcut.
Data were also collected on consumers food consumption patterns, their
attitudestowards food by means of the reduced food-related lifestyle (FRL)
instrument, and socio-demographics. The result indicated that a pressure treatment of
200MP was acceptable tomost consumers. K-means cluster analysis identified 4
consumer groups with similarpreferences, and the optimal pressure treatments
acceptable to specific consumer groupswere identified for those firms that would wish
to target attitudinally differentiatedconsumer segments.

Although a lot of study has been done in the area of consumer behaviourand adoption
of innovative and healthy food products but much research has not beencarried out to
study the consumer attitude and adoption process of frozen food. Thisresearch is an
attempt to fill the gap.

25
Chapter-2

COMPANY PROFILE

2.1 Introductions:

Verka, a leading dairy brand of Punjab, which provide fresh milk, paneer, curd ghee to
millions of homes across the region, is facing stiff competition from namesake brand
registered in the US which has patented the brand name and the productrange. A part
from making the Punjab state corporative milk product federations (milk fed) task
difficult in exporting the product to the north American market, the government feels that
the US brand is misguiding unsuspecting patrons .Milk fed is considering going the legal
action.

The US-based company in question is quality product Inc in California, incorporated in

2002, is owned by an Indian, Kulwinder dhillion. The company website provide detail of
the company selling dahi, paneer, and ghee under the verka brand across the north
American continent. The smartly packages products bear the real California seal and
the status of approval accorded by the US health department and the FDA.

Currently, Milkfied exports over 1,100 tones of desi ghee worth Rs 14crores, largly to
the gulf, philippiness, Australia and new Zealand. Milkfied had a turnover of Rs.800
crores in 2006- 07 and is targeting a 15% growth with fiscal. With thestate government
marking on the major revamp of milkfied exiting capacity, it has to beseen what the
government do to protect the hugely popular verka brand. One of the leading dairy brands
of north India. Verka is yet another contribution from the state of Punjab. The flagship
brand of Punjab state corporative milk producers Federation LTD (milkfied), Verka is
today enjoying the patronage of customers both within and outside the country. Milkfed
future programmes can never be complete without verka.

Verka is a brand leader in milk powders particularly in northern and easternsectors. The
milkfied brand commands a premium price over milk powders manufacturedby
competitors. This includes multinational as well as private trade and other
corporativefederations.

26
 MILKFED PUNJAB

The Punjab State Cooperative Milk Producers Federation Limited popularly known as MILKFEED
Punjab came into existence in 1973 with a twin objective of providing remunerative milk market to
the Milk Producers in the State by value addition and marketing of one hand and to provide
technical inputs to the milk producers for enhancement of milk production on the other hand.

Although the federation was registered much earlier, but it came to real self in the year 1983when
all the milk plants of the Punjab Dairy Development Corporation Limited were handed over to
cooperative sector and the entire State was covered under Operation Flood to give the farmers a
better deal and our valued customers better products. Today, when we look back, we think we have
fulfilled the promise to some extent; the setup of the organization is a three tier system, Milk
Producers Cooperative Societies at the village level, Milk Unions at District level and federation as an
Apex Body at state level. MILKFEED Punjab continuously advanced towards its coveted objectives
well defined in its byelaws.

27
Objectives of MILKFED

1. To provide remunerative prices to milk producers by value addition and marketing of

produce.
2. To provide technical inputs for enhancement of milk production on the other hand.
3. To carry out activates for promoting production, procurement processing and marketing of
milk and milk products for economic development of the farming community;
4. To purchase and/or erect buildings, plants, machinery and other ancillary equipment to
carry out business;
5. To study problems of mutual interest related to production, procurement and marketing of
dairy and allied products;
6. To establish research and quality control laboratories;
7. To make necessary arrangements for transfer of milk allied milk products and commodities;
8. To market its products under its own trade name/brand name with its Member Unions
trade mark/brand;
9. To promote the organization of primary societies and assist members in organization of the
Primary Societies.

28
 PROFILE OF THE UNIT

The elegant building situated on Patiala road just before we enter Sangrur is that of Milk Plant
owned by The Sangrur District Co- operative Milk Producers Union Ltd. Its foundation stone was laid
by Indias Home Minister Mrs. Uma Shankar Dixit in 1973. It started its production in 1979.

The original name of the plant was The Malwa Milk Producers Union Ltd. Sangrur. Its name was
changed and registered as The Sangrur Distt. Co-operative Milk Producers Union Ltd. Sngrur. It has
been registered under Punjab Co- operative Societies Act 1961 on 24 March 1973. This union started
its milk procurement from March 1974.

The union is working under the laws of act. In the beginning 13 societies became its members. But
this union started as milk procurement from 1974. Initially its office was situated on the upper side
of co-operative bank of Barnala. At that time Milk Plant Sangrur was not existing. Initially the
societies of Barnala circle were started, after this it was expanded and centers were approved at
Dhuri and Malerkotla. At that time this union collects milk from other societies and to Horlicks.
Before it, except Horlicks there was no major buyer of milk and Horlicks was a private concern giving
low rates.

After that the union was strengthened and milk producers got benefited by this union as they were
getting reasonable rates for their from. A project report of Milk Plant Sangrur was made at that time
with shares from Different societies were to be collected and it includes Rs 100 share money and Rs.
5 admission fees, 15 lacks Rs were to be collected and in this manner and the share of government
was fixed at Rs 40 lacks. For the smooth running of the plant, the union had taken loan of worth Rs
62 lacks from Co-operative Development Corporation. By this loan a milk plant was established. It
started milk of 45000 liters per day in December 1979 further it was expended with the help of
National Dairy Development Board at ANAND under the Operation Flood programmed. After few
years a drier was installed with a capacity of 10 tones. For the purchase of this machinery 70% of
loans were taken NDDB and 30% loan from government in the form of subsidy. The total investment
in the plant was 6.5 crores.

29
 LOCATION AND LAYOUT

In the milk plant there are hard receiving departments: Production and Engineering. The location of
the stores department is carefully planned out and it is horsed in a position which is very near to
production department so that transportation charges are minimum. It is also accessible to all other
departments like engineering, boiling, refrigeration, powder plant and workshop.

The layouts of plants store are properly planned. There are shelves, racks, admirals and handling
devices for keeping the material and equipments properly. The store is divided into racks which are
further sub-

Divided into small spaces allocated attention is paid to storage of material which is liable to leakage
or evaporation and deterioration.

SELECTION OF ROUTES:

Routes are selected for the delivery of milk through these societies. Shortest milk routes preferable
so that milk reach to plant in same condition, otherwise milk can become sour or curd. The societies
which are far away from milk plant, the four milk chilling centers are established for them. Societies
send milk directly to milk plant or through chilling centers. These chilling centers chill milk at 4
degree Celsius which keeps the milk in good condition for 24 hours. After chilling the milk these
centers send milk to the milk plant.

30
REGISTERATION OF THE SOCIETY AND THE MEMBERS:

When a society is fully formed for the collection of milk it is registered under the registration act of
societies. Its members are also registered and given members pass books and share certificates. A
copy of rules and regulation are also given to them. Then the actual milk collection starts.

MILK PROCUREMENT IN DIFFERENT SEASONS

Milk Plant Sangrur procures milk in three seasons. First comes the lean season i.e. the months of
May. June, July and August. In this season milk is available in very low quantity i.e. 25000 liters per
day. The second season is mid-season i.e. the months of March, April, September and October. In
this season the procurement of milk is about 5000 liters per day. The most awaiting season is flush
season i.e. the months of November, December, January and February. In this season the
procurement of milk is maximum i.e. 65000 liters.

31
INTRODUCTION & GENERAL FEATURES OF MILK PLANT SANGRUR

NAME: Verka Milk Plant.

ADDRESS: Verka Milk Plant, Patiala Road, Sangrur

RAW MATERIAL: Milk

PRODUCTS: Gee, Pasteurized milk,

Milk powder, Curd, Cheese,

Milk Cake, Sweet flavored milk,

WORKING HOURS: 24 hours (3 shifts)

TOTAL WORKERS: 200 Workers in the Three Shifts

CAPACITY: 50000 Ltrs. per Day

32
MILK PROCUREMENT IN 7 YEARS:
Year saver age milk procurement per day (in liters) total milk handling.

2001-85000 liters/per day

2002-80000 liters/per day

2003-70000 liters/per day

2004-75000 liters/per day

2005-70000 liters/per day

2006-65000 liters/per day

2007-60000 liters/per day

2008-62000 liters/per day

2009-57000 liters/per day

2010-55000 liters/per day

MAIN CENTERS AND THEIR BRANCHES:

About 300 milk producing societies come under Milk Plant Sangrur which is operating in the whole
Sangrur district. All these are divided into six main centers which are as under:

LOCAL SANGRUR 140

MALERKOTLA 50

SEHNA 30

MEHAL KALAN 30

CHANGIWALA 30

SANDHORE 20

33
 (A)MILK PROCUREMENT PER DAY

NAME OF SOCITYMILK PER DAY (in liters) Local Sangrur 40000 Sehna 8000 Mehal Kalan 5000
Chanhaliwala 7000

(B) PRODUCTION

Production is the foundation on which every organization is built. Production is an internal act of
producing something in an organized manner. It is the fabrication of a physical object through the
use of men,

Material and Equipment. Thus the basis of produce on is the transformation of inputs goods and
services. IN milk plant Sangrur two different plants are established for the production of Gee and
SMP. These are called:

1. Powder Plant.
2. Production plant.

In powder plant Skimmed Milk Powder is prepared from spreta milk which comes from production
department. In production plant Ghee is prepared from cream after its separation from milk. Here
pasteurized milk is also prepared. Sometime milk cake is also prepared according to its requirement.
In addition to it there are arrangements for filling sweet milk bottles. Powder and Ghee are made
only I flush season when milk is available in large quantity. In lean season production fails because of
non-availability of milk. In months of May, June, August is done; sometimes glucose is made here on
contact basis.

34
(C) QUALITY CONTROL

Quality control includes techniques and system for the achievement of the required quality of the
raw material as well as final products. Most often milk vendors adulterate the milk in such a away
that normally consumers are to be fooled. Consumers remain obvious to the various ways and
means adopted by milk vendors to adulterate milk. Here are some eye openers:

1. Urea, caustic soda and salt are added to thicken the milk.
2. Milk powder is also used for thickening and usually the powder used is sub-standard.
3. Synthetic milk is added to pure milk to increase the quantity.
4. Sometimes pure milk is separated, the cream is removed and the skimmed milk powder is
added to it.

(D)ACCOUNTING:

Accounting is the art of recording, classifying and summarizing in a significant manner, and in terms
of money transactions and events which are in part at least of financial character and interpreting
the results thereof. In milk plant Sangrur this section performs the functions of maintaining the
accounting of stores material and milk products by union and to make payments at right time. Like
this to maintain the accounts of ilk and milk products sold by the union and to receive the payment
for goods sold to consumers, branch according to 10 days ilk purchase from producers and societies.
It is the duty of this section to maintain the accounts according to rules and regulations mentioned
by Registrar Co- operative department and to follow the restriction and suggestions imposed by
auditor.

35
 PRODUCTS OF VERKA

Milkfeed has formulated company specifications for its milk & milk products to provide
standard and quality of products to consumers.

Milk Cheese SFM(Pio)

Ghee Ice cream & Sweets Milk Powder

Curd, Kheer... Table Butter Rasella

Plan Lassi Paneer Panjiri

Milk Cake

Now Verka has arrived on the sheer strength of its quality, freshness and purity and of course
its home made taste and its products being of most affordable prices. To people today, Verka
is part of their daily life

36
 1. Liquid Milk Pasteurized Pouch Packed Milk:-

It is pouch packed milk. It may be used as such or for milk based preparations. It shall be
kept under refrigerated conditions. It is packed in half ltr. Pouch. Its length of shelf life is 48
hours under refrigerated conditions. It is sold in arid around sangrur, sunam, dhuri, barnala
areas. Special distribution control is needed, under refrigerated condition if transported to
very long distance. Verka Milk Plant is preparing three types of milk pouch:-

Standardized Milk Full Cream Milk Double Toned Milk

2. Milk Powder:-

Dried Milk or Milk Powder is product obtained by the removal of water from milk by heat or
other suitable means to produce a solid containing 5% or less moisture. Whole milk, defatted
or skim" milk may be used for drying. It comes in packing of 200 gms, 500 gms. etc. It can
be stored for 1 year before use.

37
 3.Ghee:-

Ghee may be defined as clarified butter fat prepared chiefly from cow or buffalo milk. The
product can be used on roti/pranthas or can be used as cooking other material for food. It is
preserved at ambient temperature for one year. It is packed on 500 gms, 2 Kgs., 5 Kgs. & 15
Kgs. bulk pack in tin. It is sold anywhere in Punjab and abroad also. No special distribution
control is needed.

4. Butter: -

Butter may be defined as a fat concentrate which is obtaining by churning cream, gathering
the fat into a compact mass and then working it.
The product obtained from cow and buffalo milk or a combination thereof or from cream or
curd obtained from cow or buffalo milk or a combination thereof, with or without the
addition of common salt and colouring matter. It can be kept under refrigeration for three
months. This comes in packs of 10 gms. 100 gms. And 500 gms

38
5. Lassi:-
Lassi, also called chhas refers to desi butter milk which is by product obtained when churning
curd led whole milk with curd indigenous devices for the production of desi butter. Verka
Lassi is very popular, especially in Punjab and it is also liked by the people of other states. It
comes in the 200 ml. tetra pack.

6. SFM:-

It is known as sweetened flavored milk or bottle milk. The product used in the form of
drinking sweet milk. It is preserved at ambient temperature. It is packed in 200 ml. bottle, 200
ml. tetra packs. The length of shelf life of product can be held far three months under ambient
temperature. It is sold in and around Punjab and upcountry market mainly Delhi.

39
 7.Ice Cream:-

Ice Cream may be defined as a frozen dairy product made suitable blending and processing of
cream and other milk products, together with sugar and flavor, with or without colour and
with the incorporation of air during the freezing process. There are mainly three types of
Verka Kulfies i.e. Malai Kulfi, Choco bar and Mango bar. Malai Kulfi made with milk, malai
and
Crushed nuts. Choco bar contained chocolate and Mango bar kulfi contain mango flavour.

8. Paneer:-

Paneer refers to the small sized soft cheese. The product can be consumed as such or can be
fried and consumed. It can also be used as an ingredient for making Indian Sweets and paneer
based dishes. It is preserved under refrigerated condition for 20 days from the date of
packing. The product is packed in poly film bags. The pack size is 200 gms. For consumer
pack and 5 Kg. Capacity in bulk pack as agreed by contracted buyer.

40
9. Curd/Dahi:-
Dahi or curd is the product obtained from boiled milk by souring, natural or otherwise, by a
harmless lactic acid or other bacterial culture. It should have the same percentage of fat and
solids - not - fat as the milk for which it is prepared.

10. Raseela:-

Raseela is a very popular product of Verka which was launched in 1995. It comes in two
flavours - i) Mango Raseela and ii) Pine apple Raseela. Mango Raseela is prepared from
mango pulp and Pineapple Raseela from pineapple pulp. These are coming in 200 ml. tetra
pack.

41
MAIN PRODUCTS MANUFACTURED BY MILK PLANT
SANGRUR

The main products which are manufactured by the milk plant Sangrur are as under:
1. Ghee.
2. Pasteurized Milk.
3. Milk Powder.
4. Sweetened Flavored Milk (PIO).
5. Milk Cake.
6. Cheese.
7. Curd.
8. Panjiri
9. Lassi Plan
10. Paneer

42
Chapter-3

RESEARCH METHODOLOGY

Objectives of study:

1. Comparison of verka and another brand of beverages.

2. To know the satisfaction level of customer with the quality of verka
beverages.
3. To know reason for preferring verka beverages than another by customers.
4. To know the satisfaction level of customers with availability of verka
beverages.

Research methodology:

Research methodology is the way to systematically solve the research problem

.when we talk about research methodology we not only talk about research
methods but also talk about the logic behind the method we use in the context
of our research thats why out research result are capable of being evaluated
either by the researcher himself or by others. The purpose of this section is to
describe the methodology carried out complete the work. The methodology
plays a dominant role in any research work .The effectiveness of any research
work upon the correctness and effectiveness of the research methodology.

Research design:

A research design is an arrangement of conditions for collection & analysis of

data in a manner that aims to combine relevance to the research purpose with
the economy in procedure .it constitutes the blueprint for collection,
measurement & analysis of data. I have used convenient, analytical and
descriptive methods.

Research instruments:

Questionnaire is most common research instrument in collecting primary data

during marketing research .A questions presented to respondents. Because of
its flexibility, the questionnaire is by far the most common instrument used to
collect primary data.

43
Sampling technique:

In order to take the sample for the study sample technique selected is random
sampling technique.

Sample size:

100 customer of Sangrur district

Data collection:

Primary data:

It done from the randomly selected people from the customer.

Secondary data:

It done from various books, journals, newspapers and various internet websites.

44
Chapter-4

Data analysis and interpretation

Q.4.1 Do you often purchase Milk beverage?

Response No. of respondents Percentage

Yes 95 95%
No 5 5%
total 100 100%

5%

yes
no

95%

Above table shows that more respondents often purchase milk beverages, very few of
respondents said they do not purchase milk beverages.

45
Q.4.2 Brands of beverages prefer mostly?

Brand of beverages preferred mostly

Option No. of respondents Percentage

banni 12(Average) 12.11
Amul 22 (good) 28.44
Verka 70 (excellent) 61.45
Others 0 0
Total 100 100%

70
61.45
60

50

40
28.44
30

20
12.11
10
0
0
Banni Amul Verka Others

Above table shows that more respondents prefer verka beverages, another prefer am
land few prefer mother diary, because verka is mostly available in Punjab.

46
Q.4.3 Frequency of purchase verka beverages?

Frequency of purchases verka beverages

Option No. of respondents Percentage

Daily 70 71.44
Weekly 14 14.3
Twice in a week 10 10.2
Fortnightly 6 4.06
Total 100 100

80 71.44

70

60

50

40
30
14.3
20
10.2
10
0 4.06

Daily
Weekly
Twice in a week
Fortnightly

Above table shows that mostly consumer use verka beverages daily and some use weeklyand
others twice in a week or fortnightly.

47
Q.4.4 Consumer verka beverages?

Response No. of respondents Percentage

Yes 92 91.96
No 8 8.06
Total 100 100%

8.06%

Yes
No

91.96%

Above table shows that mostly consumer purchase verka beverages, very few said theydo not
purchase verka beverage.

48
Q.4.4.B Preferred pack size?

Options No. of respondents Percentage

200ml 26 26
500ml 34 34
1 litre 40 40
Total 100 100

40%
40%
34%
35%
26%
30%
25%
20%
15%
10%
5%
0%
200ml
500ml
1 litre

Above table shows that more respondents prefer one litre pack size and other 500ml andfew
prefer 200 ml.

49
Q.4.4.C Problem with verka beverages?

Options No. of respondents Percentage

Quality problem 2 2.01
Supply problem 3 3.44
Price problem 2 2.02
Others 1 1.43
Satisfied 91 91.1

2.01
3.44 2.02
1.43

Quality problem
Supply problem
Price problem
Others
Satisfied

91.1

Above table shows that very few said there is supply problem and other problems inverka
beverages.

50
Q.4.5 Satisfaction level with verka beverages?

Options No. of respondents Percentage

Highly satisfied 26 26.53
Satisfied 52 52.18
Undecided 16 16.24
Dissatisfied 4 4.05
Highly dissatisfied 1 0.1
Total 99 100

60
52.18

50

40

30 26.53

20 16.24

10 4.05
0.1
0
Highly satisfied Satisfied Undecided Dissatisfied Highly satisfied

Above table shows that some respondents are highly satisfied, many are satisfied, few
aredissatisfied and others are undecided.

51
Q.4.6 Customer retentive about verka beverages?

Options No. of respondents Percentage

Yes 94 93.76
No 6 6.06
Total 100 100

6.06

Yes
No

93.76

Above able indicates that more respondents are retentive about verka beverages becauseof its
brand image and good quality.

52
Q4.7 Customer gets verka beverages from?

Options No. of respondents Percentage

Retailers 72 73.47
M.F. Store 20 20.41
From other sources 6 6.12
Total 98

73.47
80

70

60

50

40
20.41
30

20
6.12
10

0
Retailers M.F. Store From other sources

Above table indicates that more retailers purchase verka beverages from retailers,
anotherfrom manufacturing stores and few from other sources.

53
 Q4.8 Preferred season from verka beverages?

Options No. of respondents Percentage

Summer 40 40.81
Winter 3 3.06
Springs 3 3.06
All seasons 54 55.13
Total 98 100

55.13
60

50
40.81

40

30

20

3.06 3.06
10

0
Summer Winter Springs All seasons

Above that indicates that mostly peoples prefer verka beverages in summer and allseasons.
Very few said that they prefer verka beverage in winter.

54
Q4.9 Satisfaction with availability of verka beverages at the outlets or retailers?

Options No. of respondents Percentage

Yes 93 92.96
No 6 8.06
Total 99 100

8.06

Yes
No

92.96

It is pertinent from above table that more people are satisfied with availability of verka
beverages, because verka beverages are almost easily available to customers.

55
Q4.10 Satisfaction with quality of beverages?

Options No. of respondents Percentage

Yes 91 90.96
No 9 9.06
Total 100 100

9.06

Yes
No

90.96

Above table shows that mostly people are satisfied with the quality of verka beverages,very
few they are not satisfied with the quality of verka beverages.

56
Q4.11 Most liked feature in verka beverages?

Options No. of respondents Percentage

Nutrients 22 22.44
Taste and flavor 49 48.06
Packing 6 6.12
Cost 5 5.06
Brand image 16 16.32
Total 98 100%

48.06
50
45
40
35
30
22.44
25
16.32
20
15
6.12 5.06
10
5
0
Nutrients Taste and Packing Cost Brand image
flavor

Above table shows mostly people liked taste and flavor, some liked nutrients, very fewlike it
for brand image, packing and cost of verka beverage.

57
Q.4.12 Preference 4 different attributes of verka beverages?

Nutrients % Taste % Cost % Packing % Availability %

Excellent 24 24.5 50 51 12 12.3 2 2.1 14 14.5
Good 66 67.4 34 34.7 60 61.3 56 56.8 50 51
Average 8 8.1 14 14.3 26 26.4 40 41.1 34 34.5
Total 98 100 98 100 98 100 98 100 98 100

67.4
70
61.3
60 56.8
51 51
50
41.1
40 34.5 Excellent
34.7
Good
30 24.5 26.4
Average

20 14.3 14.5
12.3
8.1
10
2.1
0
Nutrients Taste Cost Packing Availability

Above table shows that respondents like Nutrients, taste and cost of verka
beverages.Availability and packaging is good, but not excellent.

58
Chapter-5

Findings of the study

1. 98%of respondents often purchase milk beverage and 2%do not purchase milk
beverage.
2. 71 .45% respondents prefer verka. 22.44%respondents prefer amul and rest 6. II
prefer mother dairy.
3. Out of 100, 71.44% respondents purchase verka beverage
daily,14.3%respondentspurchase verka beverage weekly ,10.2% respondent verka
beverage twice in aweek and 4.06%purchase verka beverage fortnightly.
4. Out of 100 respondents 97.96% consume verka beverage and 2.06%do not purchase
verka beverage.
5. Out of 100 respondents 26% respondents prefer 200 ml 34% prefer 500 ml
and40%prefer I liter.
6. Out of 100 respondents I.45%respondents said quality problem and 1.45% said price
problem and 97.1% satisfied.
7. Out of 100 respondents 26.53% are highly satisfied with verka beverages
.59.18%satisfied, 12.24% undecided and 2.05% are dissatisfied.
8. Out of 100 respondents, 97.96% respondents retentive about verka beverages
and2.06%respondents are not retentive about verka beverages.
9. Out of 100 respondents 73.47%respondents gets verka beverages
fromretailers,20.41% respondents gets verka beverages other sources.
10. Out of 100 respondents 55.13%respondents prefer verka beverages in all
seasons,40.81 %in summer and 2.06%in winter and in springs.
11. Out of 100 respondents 97.96% respondents are satisfied with availability of
verkabeverages at respondents and outlets and rest 2.06%are not satisfied.
12. Out of 100 respondents 97.96% are satisfied with quality of verka beverages andrest
2.06%are not satisfied.

59
13. Out of 100 respondents 22.44% like verka beverages because of
nutrients,53.06%because of taste. 6.12%because of packing, 2.06%because of cost
and16.32% like because of brand image.
14. Out of 100 respondents 24.5% said nutrition is excellent, 67.4% said good and8.1%
said average.51% said taste is excellent, 34.7% said good and 14.3%
saidAverage.12.3% said cost is excellent, 61.3% is good and 26.4% is average.
2.1%said packing is excellent, 56.8/a said good and 41.1% is average.14.5%
saidavailability is excellent, 51% said good and 34.5 said average.

60
Suggestions
1. At some places it was found that demand is more but availability is notsatisfactory so
quick and adequate supply must be insured
2. There should be replacement of products if that product is damaged by companysown
fault. For instance passed expiry date or poor packaging.
3. Packing of verka beverages should be improved like cane can be used for packingof cold
coffee and milk which are earlier packed in bottle; it will attract the morecustomers.
4. Time based feedback must be taken by the company from customers, so thatwhich
problems are faced by the regarding verka beverages.
5. There should be home delivery of milk in some areas like city Sangrur.

61
Limitation of the study
1. There is not a particular trend followed in this industry to promote sales. Actionsare
taken according to the situation and the situation changes very fast in theindustry.
2. The number of shops is very large in the number and it is very difficult to cover allof
them
3. No replacement of damaged and expired products.
4. No advertisement is there.

62
 Conclusion

Beverages industry is very competitive industry and dominance of verka makes it tougher
for other brands to establish in the field. So in order to complete in this market everything
should be perfect with mm focus on distribution. The distribution must be proper and retailer
s must be the main centre of focus. They are the people who can make difference. verka
beverage mach with expectation of customers and they are fully satisfied with the quality
and availability of verka beverages .Customer purchase verka beverage because of its good
quality and price mostly peoples consume verka beverage daily. Customers are retentive
about verka beverages because of its good taste and nutrition. Customer prefers verka
beverages than another brand because its availability is good in Punjab. For promotion of
sales there should be more improvement in packing because it is good not excellent and in
scheme also. Advertisement is good so no need to more stress on it. Thus we can say that
verka provide healthy beverages to customers.

63
Appendix Consumer survey form

Name of customer _______________________________________________

Address _______________________________________________

Tel. No. _______________________________________________

1) Do you often purchase Milk beverage?

Yes __________

No __________

2) Brands of beverages prefer mostly?

Mother dairy __________

Amul __________

Verka __________

Others __________

3) Frequency of purchase verka beverages?

Daily __________

Weekly __________

Twice in a week __________

Fortnightly __________

4) Consumer verka beverages?

Yes __________

No __________

5) Preferred pack size?

200ml ___________

500ml ___________

liter ___________

64
6) Problem with verka beverages?

Quality problem _________

upply problem ___________

Price problem ____________

Others ______________

7) Satisfaction level with verka beverages?

Highly satisfied _____________

Satisfied _______________

Undecided _____________

Dissatisfied ____________

Highly dissatisfied ____________

8) Customer retentive about verka beverages?

Yes ___________

No ___________

9) Customer gets verka beverages from?

Retailers _____________

M.F. Store ___________

From other sources ___________

10) Preferred season from verka beverages?

Summer _____________

Winter ______________

Springs _____________

All seasons ___________

65
11) Satisfaction with availability of verka beverages at the outlets or retailers?

Yes _____________

No _____________

12) Satisfaction with quality of beverages?

Yes ____________

No _____________

13) Most liked feature in verka beverages?

Nutrients ____________

Taste and flavor _________

Packing _______________

Cost _______________

Brand Image _____________

14) Preference 4 different attributes of verka beverages?

Verka Other

Nutrient _____________ _____________

Taste _____________ _____________

Cost _____________ _____________

Packaging _____________ _____________

Availability _____________ _____________

15) Any suggestion _______________________________________________

66