Parag Project Final

SUMMER TRAINING REPORT
ON
“CONSUMER PERCEPTION ABOUT PARAG PRODUCTS”
Submitted in partial fulfillment of the requirement for the award of the degree
of
Master of Business Administration
Under the supervision of Submitted by

Dr. SANA BEG MEHTAB KHAN
(Faculty) MBA 3RD Semester
Roll No. : 2017502050
JAMIA HAMDARD, NEW DELHI
MEHTAB KHAN Page | 1

DECLARATION
This is to declare that I MEHTAB KHAN student of MBA, at have personally worked on the
project entitled “Consumer perception about Parag Product” REFERENCE TO
LUCKNOW MILK UNION, LUCKNOW from 01/05/2018 to 26/07/2018. The data
mentioned in this report were obtained during genuine work done and collected by me. The data
obtained from other sources have been duly acknowledged. The result embodied in this project
has not been submitted to any other University or Institute for the award of any degree.
Date:
Place: New Delhi (Roll No.): 201750205

CERTIFICATE

ACKNOWLEDGEMENT
First of all I thank God for giving me this wonderful opportunity to undertake this research
which is part of my MBA program. I am extremely thankful and grateful to my project guide
Mrs. SANA BAIG who helped me lot for completing my summer training project report .
I would like to thank to all faculty members, my friends who helped me in my project of our
University JAMIA HAMDARD, NEW DELHI. For able guidance, continuous support and
cooperation throughout my project without whom the present work would not have been
possible. I pay my sincere thanks to entire team of Lucknow Producers' Co-operation
Milk Union Ltd. for the constant support and helping in the successful completion of my project.
I express my sincere gratitude to my industry guide Mr. A.K. SINGH (Marketing Incharge)
of Lucknow Producer’s Cooperation Milk Union Ltd.for his able guidance.

PREFACE
In today’s scenario, it is not possible that we get knowledge about the market without practical
training. By the practical training a management student can understand the management
working in the area of their specialization.
Actually practical knowledge increases the knowledge of students in real field of market & also
integrates the theoretical concepts with the practical working of the organization.
Accepting the above factors the management programs of our University (JAMIA HAMDARD,
NEW DELHI) has made practical training must for their management students. As a part of the
partial fulfillment of the requirement of the course of masters of business administration (MBA),
summer training was undertaken with LUCKNOW PRODUCERS CO-OPERATIVE
MILK UNION LTD. at Lucknow city. The purpose of the training was to study about the
Consumer Perception about Parag Products at Lucknow city only. The tools & techniques used
in the study are standard & modified according to the report requirements.
I used the primary and secondary data for collection of information. I had enjoyed my summer
training from the very first day. I tried to come across all the initial steps related with my project
in LUCKNOW PRODUCERS CO-OPERATIVE MILK UNION LTD.

EXECUTIVE SUMMARY
While working in the organization I was trained as a relationship personnel being engaged into
various jobs such as dealing with clients, answering customer queries through telephonic
conversations and providing them knowledge about new schemes and converting them into our
customers.
As my summer internship project I was given the topic on “CONSUMER PERCEPTION
ABOUTPARAGPRODUCTS AT LUCKNOW PRODUCERS CO-OPERATIVE MILK
UNION LTD. LUCKNOW”. The project work was for this research was conducted in
Lucknow city to study the customer satisfaction level.
The research has been conducted to gather information from 100 respondents & a structured
questionnaire will be used to collect the information from the respondents. The data which was
collected from them will be analyzed and confidential. It was found that though the PARAG
(LUCKNOW PRODUCERS CO-OPERATIVE MILK UNION LTD). Has the highest market
share it needs to improve on its service worth and retail services.

TABLE OF CONTENT
S.No. Content Page No.
1. Introduction 8-13
2. Company profile 14-25
3. Literature Review 26-28
4. Objective of the study 29-30
5. Scope of the study 31-32
6. Research methodology 33-36
7. Data analysis and interpretation 37-42
8. Findings 43-44
9. Limitation 45-46
10. Conclusion 47-48
11. Suggestions and recommendations 49-50
12. Annexure 51-54
13. Bibliography 55-56

INTRODUCTION

INTRODUCTION
DAIRY INDUSTRYPROFILE
Today, India is the global dairy industry. It offers chances galore to entrepreneurs worldwide,
who wish to capitalize on one of the world's largest and wildest growing markets for milk and
milk products. A bagful of 'pearls' awaits the international dairy producer in India. The Indian
dairy industry is wild growing, trying to keep pace
withthe galloping progress around the world. As he increases his overseas actions to India many
profitable options await him. He may transmission technology, sign joint ventures or use India as
a sourcing center for local exports. The liberalization of the Indian economy beckons to MNC's
and foreign investors alike. India’s dairy sector is expected to triple its production in the next 10
years in view of expanding potential for export to Europe and the West. Also with WTO
regulations expected to come into force in coming years all the developed countries which are
among big exporters today would have to with draw the support and subsidy to their domestic
milk products sector. This development is going to come from the greater emphasis on the
processed foods sector and also by growth in the conversion of milk into milk products.
BACKGROUND
Indian dairy sector contributes the large share in agricultural gross domestic products. Presently
there are around 75,000 village dairy cooperatives across the country. The co-operative societies
are federated into 180 district milk producers unions, which is turn has 22-state cooperative dairy
federation. Milk production gives service to more than 82mn dairy farmers. In terms of total
production, India is the leading producer of milk in the world followed by USA. The milk
production in 2016-2017 is estimated at 53.77 Million tones. The top five milk-producing
nations in the world are India, USA, Russia, Germany and France.

Although milk production has grown-up at a fast pace during the last three decades (courtesy:
Operation Flood), milk yield per animal is very low.
The Main reasons for the low yield are:-
•Lack of use of technical practices in mulching.
•Insufficient availability of fodder in all seasons.
•Unavailability of veterinary health services.
POTENTIAL FOR FURTHER GROWTH

Of the three A's of marketing -
Availability
Acceptability and
Affordability
Indian dairy is already gifted with the first two. People in India love to drink milk. Hence no
efforts are needed to make it suitable. Its availability is not a limitation either, because of the
ample scope for increasing milk production, given the prevailing low yields from dairy cattle. It
leaves the third vital marketing factor affordability. One applied way is to pack milk in small
quantities of 250 ml or less in polythene sachets. Already, the glass bottle for retailing milk has
given way to single-use sachets, which are more inexpensive. Another feasible alternative is to
sell small quantities of milk powder in mini-sachets, adequate for two cups of tea or coffee.
EMERGING DAIRY MARKETS

 Food service institutional market: It is rising at double the rate of consumer market.
 Defense market: An important growing market for quality product sat rational prices.
 Ingredients market: A boom is guess in the market of dairy products used as raw material
in medical and allied industries.

EXPORET POTENTIAL
India has the potential to become one of the important players in milk and milk product exports.
Lavational advantage: India is located amidst major milk deficit countries in Asia and Africa.
Major Importers of milk and
milk products are Bangladesh, China, Hong Kong, Singapore, Thailand,
Malaysia, Philippines, Japan, UAE, Oman and other gulf countries, alllocated close to India.
LOW COST OF PRODUCTION

Milk production is scale insensitive and labor intensive. Due to low labor cost, cost of production
of milk is significantly lower in India.
QUALITY
Important investment has to be made in milk procurement, equipment’s, chilling and
refrigeration facilities. Also, exercise has to be imparted to improve the quality to bring it up to
universal standards.
PRODUCTIVITY
To have an exportable surplus in the long-term and also to maintain cost competitiveness, it is
imperative to improve productivity of Indian cattle. There is a vast market for the export of
traditional milk products such
asghee, paneer, shrikhand, rasgolas and other ethnic sweets to the large
number of Indians distributed all over the world.
FUTURE PROSPECTS
India is the world's highest milk manufacturer and all set to become the world's largest food
factory. In celebration, Indian Dairy sector is now ready to invite NRIs and Foreign investors to
find this country a place for the mammoth investment projects. Be it investors, researchers,
entrepreneurs, or the merely curious – Indian Dairy sector has something for everyone. Milk
production is relatively efficient way of converting vegetable material into animal food. Dairy
cow’s buffalo’s goats and sheep can eat fodder and crop by products, which are not eaten by
humans. Yet the loss of nutrients energy and equipment required in milk handling inevitably
make milk comparatively expensive food. Also if dairying is to play its part in rural

Development policies, the price to milk manufacturers has to be remunerative. In a situation
of increased international prices, low availabilities of food aid and foreign exchange constraints,
large-scale subsidization of milk conception will be difficult in the majority of developing
countries.
The National Dairy Development Board has been constituted as a body corporate and declared
an institution of national importance by an Act of India's Parliament. The National Dairy
Development Board -- initially registered as a society under the Societies Act 1860 -- was
merged with the erstwhile Indian Dairy Corporation, a company formed and registered under the
Companies Act1956, by an Act of India's Parliament - the NDDB Act 1987 (37 of 1987),with
effect from 12 October, 1987. The new body corporate was declared an institution of national
importance by the Act.
AIMS AND OBJECTIVES OF NDDB

Dairy Development Programmed in State at rising the levels of income of their doors, as well as
providing good quality milk and milk products to consumers, Mainly of the urban areas at a
reasonable price. Dairyingalso Provide an effective supplement to agriculture, particularly for the
weaker sections of the society in the rural areas. Adequate provision
has been made for technical and attendant services such as artificialinsemination, animal health,
fodder seeds and nutritive cattle food.
 Evaluation of standard of value of milk and milk product to be marketed by Federation.
 To provide encouragement incentive on production, Procurement, Processing and
marketing activities of milk product for the economic growth of farmer community.
 To encourage market and R & D programs.
 To help member milk unions in skill administrative, financial support
 To encourage activities related to development and extension of dairy industry to the
economic growth of milk producers and dairy industry.
 To establish collection and refrigeration centers, liquid milk units and processing
facilities for supply and sale of items purchased from various sources.
DAIRY CO-OPERATIVES

Dairy Cooperatives reason for the major share of processed liquid milk marketed in the country.
Milk is managed and marketed by 170 Milk Producers' Cooperative Unions, which federate into
15 State Cooperative Milk Marketing Federations. The Dairy Board's programs and activities
seek to support the functioning of Dairy Cooperatives, as producer-owned and
controlled organizations. NDDB supports the Development of dairy cooperatives by providing
them financial support and technical Skill, ensuring a better future for India's farmers. Over the
years, brands created by cooperatives have become equal with quality and value. Brands like
Amul (GCMMF), Vijaya (AP), Verka(Punjab), Saras (Rajasthan). Nandini (Karnataka),
Milma (Kerala) and Gokul (Kolhapur) are among those that have earned customer confidence.
Some of the major Dairy Cooperative Federations include:
Company Name: Pradeshik Cooperative Dairy Federation Ltd (Parag) Address: 29Park
Road Level of Office: Head Office Phone No :(522) 2236465, 2236035
Industry: Food Processing/ Beverages City: Lucknow State: Uttar Pradesh Pin: 226001
OBJECTIVES OF PRADESHIK CO-OPERATIVE DAIRYFEDERATION LIMITED
 Eliminating of the middlemen between the producer and consumers by the locating of the
milk directly by the producers straight through village co-operative society.
 To growth the production of milk from milking animals by providing input to the
producers.
 To arrange the supply of milk in major cities of U.P.

COMPANY PROFILE

PARAG
Name of the organization : Lucknow Producers Co-Operative Milk Union Limited Address of
the organization: 22, Jopling Road, Lucknow
Established : 1938
Registration : 23rd March 1938
Place of establishment : Initially at Charbagh
Shifted to Ganeshganj.
Presently at 22, JoplingRoad, Lucknow
Founder : Rai Bhadur Gopal Lal Pandya
Board of Directors : Mr. Gopal Pandya,
Mr. N.C.Chaturvedi,
Mr. Tej Shanker
Mr. Pushkar Nath Bhatt
Per day production of milk : Initially 6000 liters
Location : Initially Charbagh, atPresent -22, Jopling Road, Lucknow
Area of Distribution : Initially- Bakshi ka Talab, Tewariganj, Gosainganj
At present- Entire District

PCDF was formed in 1962 with the aim to develop organized dairying in the State on
Cooperative lines PCDF's is a cohesive body that successfully does away with the exploitative
forces of years to years-the Middlemen. Therefore a direct link is established between the
producer and the ultimate consumer. This Apex Milk Cooperative draws its inherent strength
from the farmers committed participation, and injects corporate skills and dynamic
professionalism into what is fundamentally a traditional institution.
Over the years PCDF has expanded, diversified, channelized into new areas, over new
dimensions, onto new challenges. Today it features prominently in the National Milk Grid,
supplying Milk to Mother Dairy for sale in Delhi.
However, PCDF's achievement cannot be quantified in mere statistics. Its real sense of pride lies
in the fact that its farmer members are heading surely and steadily towards a prosperous future
and the knowledge that its consumers reaffirm their faith in Parag year after year. It is in this
context that PCDF's success is to be measured.
OVERVIEW
Milk Cooperative, perceived as a business organization, is simply a group of people who have
willingly pooled in resources and energies to pursue a common goal out of which they derive
mutual benefits.
 Uttar Pradesh is the largest milk producing state of India contributing 17 % of the total milk
production of India. In the year 2010-2011, the total milk production in the state was
21033.3 thousand kg. Per day.
 A milk cooperative society in a village in Allahabad district set up in 1918 marked the
beginning of milk cooperatives in Uttar Pradesh.

 Successful efforts gave way to formation of Lucknow Milk Union in 1938-the only Milk
Union in the country - giving Uttar Pradesh the credit of being a pioneer state in the country
in this segment.
 PCDF was the chosen agency to implement the World Banks prestigious Operation Flood
program in the state.
 Parag is the brand name for a range of milk and milk products including- Milk , Skimmed
Milk Powder, Whole Milk Powder, Butter , Ghee, and an array of indigenous milk products.
 Cattle Feed Plants in Meerut, Varanasi and Ambedkar Nagar, are in constant operation to
supply balanced diet feed for milk animals owned by farmers of the state.
 Training centres, situated in Lucknow, Meerut, and Varanasi impart both skill and awareness
based trainings.
 Fodder Seed Processing Plant located in Aligarh produces good quality Fodder Seeds for
distribution to farmers for cultivation of good quality fodder feed for milk animals.
MISSION AND VISSION
 To bring maximum revenue villages of the state under cooperative fold.

 To procure maximum marketable surplus milk produced in the state through village dairy
cooperatives.
 To make dairy cooperatives self-sustainable.
 To create adequate marketing infrastructure for providing quality milk and milk products
to urban consumers.
 Social and economic upliftment of rural population.
 Transparency in milk price payment to farmer

COMPANY STRUCTURE
PCDF's management is headed by the Board of Directors, members of which are elected from
Milk Union Boards. The Managing Director is the chief executive of the Federation. The
Federation has the overall responsibility for the planning policies, mobilization and utilization of
financial resources, member and public relations as well as liaison with agencies of the state and
central government, financing institutions etc.

PRODUCTS OF PARAG
Parag is a brand name for a range of milk products manufactured & distributed by PCDF. The
total product range under the Parag brand name include Ghee, Table Butter, Skimmed Milk
Powder (SMP), Whole Milk Powder (WMP), Dairy Whitener & an array of indigenous products
like Paneer, Mattha, Flavoured Milk, Curd, Peda, Milk Cake, Khoa besides all varieties of milk.
The name Parag has become synonymous with high standards of hygiene & quality. This is
because the products are processed using the most modern technology & sophisticated
machinery. Quality is controlled at as many as five stages under the close observation of trained
technicians and all products conform to highest standards. As a result, the products retain their
natural purity & goodness and the goodwill & loyalty of its consumers.
Parag Products List
S.no. Product Packing
1.0 Liquid Milk
1.1 PARAG Gold (F.C.M.) 5 Ltr, 1 Ltr, 500 ML
1.2 PARAG TAZA (Tonned) 1 Ltr, 500 ML, 180 ML
1.3 PARAG LITE (DTM) 500 ML, 200 ML
1.4 Parag Super Milk 500 ML
1.5 Homoganised Standerd Milk Loose
1.6 Standerd Milk (Loose) Loose
2.0 GHEE
2.1 Poly Pack 1000 ML, 500ML, 200 ML
2.2 Sika Pack 1000 ML, 500ML

2.3 Tin (Agmark & Non Agmark) 15 Kg
3.0 Table Butter 500Gm,100Gm,50Gm,20Gm
4.0 Paneer 1 Kg, 200 gm, 100 gm
5.0 Peda 250 gm
6.1 Sweet 200 ml, 100 ml
6.2 Plain 200 ml, 100 ml
7.0 Flavoured Milk
7.1 Plain 200 ml
7.2 UHT 200 ml
8.0 Curd Milk (Mattha) 200 ml
9.0 Chhach 500 ml
10.0 Kheer
10.1 Rice kheer 100 ml
10.2 Chhena kheer 100 ml
11.0 Besan Laddoo 250 gm
12.0 Khoya 1 Kg, 500 gm
13.0 Rasgolla 1 Kg, 500 gm, 200 gm
14.0 Gulab Jamun 1 Kg, 500 gm, 200 gm
15.0 Kalakand 1 Kg, 500 gm, 250 gm

PARAG PRODUCTS PICTURES

PRESENT STATUS OF PARAG AND ITS PRODUCTS
Today the working capital of this milk union is more than 4 lakhs liter per day as compared to
320 liter per day at the beginning. It is expected than in the coming 4-5 years the plan will
develop the capacity or producing 8 lakhs liters or more milk per day. In present time stall of
company Parag goes on peak and better in the market then other brands of milk. Quality and
purity of PARAG products is better. Demand of PARAG products is more in the market.Parag
and its products are leader in the present market than other brands like Gyan & Ananda.
Place of Dairy industry economy

The dairy industry of now rank second in the world and milk products contribute about Rs. 8,987
million to the National income India in the current decade rank found in the world in the matter
of milk production will about 72.7 million tones (2005-2006) and 75 million tones (2008-2009).
Themilk production in five years plan is targeted to 90 million tones.
Industrial marketing mix

The term mix has been applied to the activity of combining marketing methods of achieve of
combining marketing methods of achieve profitable exploration of the market. A satisfactory
marketing is mix depended up on the establishment or the market’s need. The establishment
or ones objectives and preparation of a strategic marketing plan which is corporate the various
appropriate methods or reaching these objectives.
Following are some typical ingredients of the marketing mix:
 Product quality
 Product pricing
 Product development
 Product range
 Sales range
 Sales aids
 Sales promotion
 After sales service
 Advertising

 Market research
 Unit of sales
 Distribution arrangements
 Credit and Cash discount
 Packaging and Sampling
Introduction of marketing divisions

The marketing Management of Pradeshik Co-operative Dairy Federation Ltd. has been divided
into parts:
 Liquid milk marketing
 Milk product marketing

Research and product development
Market research for identification of future consumers’ needs conceptualization of future product
needs. To develop proto types of new products established market acceptance, demand & study
their feasibility and economics for commercial production. Formulation of pre-lunch and post-
lunch advertising and strategies for new product for establishing a state demand of product.
Regular market survey for existing milk products. The review the existing milk and product on
the basis of consumer response and to suggest the remedial measures. The P.C.D.F also has
system development and Packing materials DEVELOPMENT cell along the above cell
betterment future of its products.
HOW the Industry WORKS

•The given points show PARAG industry bring normal milk, however testing them and take
other steps and at last packing of the milk take place.
•Firstly they collect milk from the villages nearby.

•Loading of the milk in the tanker of the factory.
•Then we pasteurize the milk with the help boiler house and Refrigeration house.
•In the lab we test that whether milk has been Pasteurize or if it not then sends back for
pasteurization or not if it not then sends back for Pasteurization again.
•After testing pasteurization of the milk then test Bacteria’s are present in the milk or not.
•If Bacteria are not present in the milk has been send for packing and from there packets of the
milk come out.

REVIEW LITRETURE

REVIEW LITRETURE
Sudhan, Chitra (2010); their study summarized that satisfaction level about the over-all service
does not depend on response time or price but depends on the level of satisfaction with quality. It
is therefore clear that the customer’s perception about service level depends on their perception
about quality. It is also seen that satisfaction level with quality depends on the rejection rates
experienced by the customers. Therefore the company should make efforts to ensure that the
rejection level at the customer end is minimized. This will improve the customer’s perception
about quality as well as service level. Since the period of response and price levels do not
influence perception about service level, it is adequate if the company maintains the present level
but concentrate its effort in reducing rejections experienced by the customer.
Sandeep Singh Virdi, Dyal Bhatnagar, Hardeep Kaur (2007); in their study revealed that
there is a strong association between Income & use of Branded Milk, which means that with the
variation in income levels the choice for branded / unbranded milk also varies. It was inferred
that there is no association between the purchase of a particular Brand & the factors affecting its
choice, thereby meaning that while choosing a brand the consumer does not consider factors like
packaging, price, nutrition, taste etc.
Parekh (2006); in his research established that, of the total milk produced in the country, nearly
46 per cent is consumed as liquid milk and the balance converted into various dairy products,
such as ghee, butter, milk powder, ice cream, cheese, condensed milk and for making various
kinds of sweetmeats having distinct regional preferences.

SWOT ANALYSIS
STRENGTH
 Goodwill of company
 The family environment in the company.
 Dedicated work force.
 Continuous growth.
 Tax benefit to the company.
 Large variability of products
 Good market shares in all over U.P.
WEAKNESSES
 Less number of channel partners.
 High cost of kit’s as compared to competition.
 Old Machinery
OPPORTUNITY
 There must be more efficient use of the dealer network.
 There is a huge chance in consumables sales.
THREATS
 New entrants in the business

 Threats of substitute products.
 Obtainability of the other brands.
 Competition among the competitions.
 Preference of customers

OBJECTIVE
OF
STUDY

OBJECTIVE OF STUDY
The market research was done with primary objective of studying the role of Parag in
providing Parag products to the consumer easily and according totheir taste. Major
objectives of my survey were;
 To know the consumer perception about the Parag products and know the positive & bad
aspects of organization.
 To know what is the image of the organization in the market.
 To determine the suitable delivery time of the Parag milk product.
 To know alertness of consumer about Parag products.
 To find satisfaction level of consumer with Parag product
IMPORTANCE AND USE OF THE STUDY

To keep things in mind that as the ever changing competitive business situation. New thoughts
and ideas should pour into its, Research & Development to innovate its existing products which
should be beyond competitor’s comprehension.
This study enables the user with answer to formulate an effective marketing mix strategy with a
broader prospective to tap areas where it did not feel the need earlier, hence the decision of
whether to penetrate this section or not can be found out at the end of the data analysis. It also
gives an idea of the potential of our business in the future & the fluctuation in prices from time to
time & from product to product. Special reference is made to the improvement of ability of
product in terms of packaging& product innovations & advertisement always means to cut down
competitors.

SCOPE OF THE
PROJECT

INTRODUCTION TO THE PROJECT
Project is related to conduct a customer satisfaction survey to get information about the
customer’s satisfaction level, their loyalty toward PARAG, market position of PARAG and
customer’s suggestion related to PARAG products that helps to deliver competitive advantage to
the company against the players.
SCOPE OF THE PROJECT

To keep things in mind that as the ever-changing competitive business atmosphere.
New thought and knowledge should pour into it, research &development to innovate its existing
products. This should be beyond competitor’s comprehension. This study enables the user with
answer to formulate an actual marketing mix strategy with a broader prospective to tap areas
where it did not feel the earlier, hence the decision of whether to penetrate this section or not can
be found out at the end of the data analysis. It also gives thoughts of the potential of our business
in the future & the fluctuation in price from time to time &from product to product. Special
reference is made to the development of product in term of packaging, product innovation and
advertisement that help to give competitive advantage against players.

RESEARCH
METHODOLOGY

RESEARCH METHODOLOGY
INTRODUCTION
This chapter aims to know the research methodology establishing a framework of evaluation and
revaluation of primary and secondary research. The methods and ideas used during primary
research in order to arrive at findings; which are also dealt with and lead to a logical deduction
towards the analysis and results
RESEARCH DESIGN
The research design applied here was exploratory research
Exploratory Research is one in we don’t know about the problematic, we have to find about the
problem and then work on solving the problem. Whereas in case of descriptive research, we
know the problem, we just have to find the answer to the problem. Mostly descriptive research
design is applied after exploratory research design.
RESEARCH TOOL
Research tool
The purpose is to first conduct an intensive secondary research to understand the full impact
and implication of the industry, to review and critique the industry norms and reports, on which
certain problems shall be selected, which remain unanswered , this shall be further taken up in
the next stage of secondary research. This stage shall help to limit and select only the
important question and issue, which inhabit growth and division in the industry.
DATA COLLECTION:
Both primary and secondary data have been collected very strongly
Secondary data: it is collected by the study of many reports. The reports studied under
secondary data. Primary Data was taken with questionnaire

THE RESEARCH REPORT
The report is the result of a study which was undertaken in Lucknow city. The objective of the
project has been fulfilled by getting response from the customer related to these segments
through a personal interview in the form of a questionnaire. The responses available through the
questionnaire are used to assess the consumer behavior for the products of Parag and the
willingness of the customer to purchase its products on future.
The project also covers an analysis of the switch over of customers to competitor’s products in
the market.
THE RESEARCH PROBLEM

The problem design is the first step to a successful Research process. Project undertaken
the problem of analyzing the consumer preference towards Parag
THE RESEARCH OBJECTIVE
Based on the problem the objective of the research is divided into two which are as
follows:
Primary Objective:
 To analyses consumer preference towards the company’s products range.

Secondary Objective:
 Analyze consumer satisfaction for different Parag products.
 Analyze the Consumer behavior of Parag.

THE RESEARCH DESIGN
The study design used in the project is exploratory design. The investigation is carried
upon the customers in Lucknow city (DASUALI ROAD) . The reason for choosing this design
is to get responses from the customers so that their buying behavior about the products of the
company and their loyalty could be predicted.
THE DATA SOURCE
The data has been taken from two sources

 Primary data source
The primary data source has been collected through questionnaire by personally questioning each
respondent on a number of queries organized in a questionnaire.
 Secondary data source

Secondary data was collected from following sources
Prior research reports
Websites
Books
Newspaper
Personal consultation
THE AREA OF WORK

The field work is conducted in the Lucknow city (DASUALI ROAD).
THE SAMPLE SIZE

The sample size consists of 100 units out of which the most logical and nonbiased
response are selected thus the sample size is taken out to be 100 units.

DATA ANALYSIS
AND
INTERPRETATION

Q1) Have you ever purchase products of Parag?
(a) Yes (b) No
Purchase of Parag Products
20%
Yes
No
80%
Q2) From where you know about Parag?
(a) TV Advertisement (b) Personal recommendation
(c) Radio advertising (d) Newspaper (e) Word of mouth
Know about Parag

TV Advertisement
20% 20%
Personal
recommendation
10%
Radio advertising
40%
10% Newspaper

Q3) What according to you are attractive features that buy Parag Products?
(a) Quality
(b) Packaging
(c) Taste
Attractive Features
40% 40% Quality

Packaging
Taste
20%
Q4) Are you satisfy with Parag Products?

(a) Yes (b) No
Satisfied
20%
Yes
No
80%

Q5) According to you Parag Product have changed the way the
Consumer behavior towards Milk?
(a) Yes (b) No
Way to change consumer behavior

towards milk
40%
Yes
No
60%
Q6.Do you suggest Parag Products to others?
(a)Yes (b) No
Changed the way of consumer

behaviour towards milk
40%
Yes
60% No

Q7. How will you rate your present Parag performance?
(a) Poor
(b) Fair
(c) Good
Performance
30% Poor
40%
Fair
Good
20%
Q8. Rank the brands according to your preferences?
Brands Ranks(1to6)
Parag 3
Amul 4
Gyan 2
Ananda 1
Rank
10%
Parag
30%
20% Amul
Gyan
Ananda
40%

Q9. Would presentation & packaging of the Milk help you in your purchase decision?
(a)Yes
(b)No
(c)May be
presentation & packaging helps to

buy
20% Yes
10% No
70% May be
Q10. Which product of Parag you like most?
(a) Milk
(b) Curd
(c) Sweets
(d) Ghee
Parag you like most
20% Milk
Curd
10%
60% Sweets
10% Ghee

FINDINGS

FINDINGS
By the help of analysis & clarification of the data we come to some findings, these findings are
as follows.
•Parag has good market situation in the local market. It holds 30% of market Share. This shows
the reliability of customers towards the Parag.
•Maximum of the customers are happy with the quality & availability of Parag products.
•Increasing price of Parag milk & other products are the big task for the Parag, because these
products are available in the market at the comparatively lower price.
•Customers want to make the availability of the Parag products closer to their home.
•Establishing of Parag milk ATM gives the Parag a competitive advantage and increases the
availability among the customers.
•40% of customers are not happy with the price of the Parag products. They suggest the drop in
the price of Parag products.
•Some customers want to improve the packet of the Parag products.
•Commonly consumers are happy with quality of the Parag products.

LIMITATION

LIMITATION
 Some of the respondents were not cooperative.
 Some respondents were undetermined to give the details.
 Biasness is another constraint that the scope of the survey.
 The consistency and scope of survey greatly relies on the cooperation of the respondents.
 This study is restricted only to the Integral University, DASUALI, so the results may
not be applicable to other areas.
 This study is based on the usual customer’s. But the customer’s insight may change
according to time, fashion, technology, development, etc.
 Information provided by the customers may not be correct. They may hide some of the
information at the time of filling up the questionnaires.
 Due to illiteracy of some respondents, specific information could not be improved.

CONCLUSION

CONCLUSION
The report comes to the following conclusion.
 The consumers of Parag are brand loyal with only a small percent want to move over to other
brands. Trying of other brands by customers is mostly because the customer wants to try
something fresh.
 The action of Parag is not good in comparison to other brands.
 Economy is the basic feature influencing to build brand Image.
 The competition of Parag is majorly Gyan.
 The customers are not much happy with the product range of Parag product.
According the survey conducted, it was concluded that Parag has been carrying out dairy
farming successfully in India over the past few decades. It processes, manufactures and sells
milk and products related to milk. It Includes milk, ghee, curd, butter, cheese etc. When
compared to other competitors such as GYAN, Parag has its own collection of dairy
cows. Parag’s effort on milk products is good because of longer shelf life for most of them.
Parag usually focuses on government tenders and that is one of the main reason why its
availability is so less to the common public. Lucknow milk union is however unable to maintain
high standard in milk and milk products through close monitoring of processes in all the stages
of production, processing and packaging. The milk is usually sold in the loose packets to the city
customers when today it’s an era of tetrapack or bottles. Parag also lacks technology due to
which it is unable to get rid of the smell from the milk unlike GYAN where the smell is taken
care of with the help of the smell deduction machine. However, Parag sells its goods at
subsidized rates. Parag still rules in pioneering product innovation with the strong R &D thrust.
It works on the concept of premium quality cow milk “farm to home” concept.

SUGGESTIONS
AND
RECOMMENDATION

SUGGESTIONS AND RECOMMENDATION
The recommendations are:

 Quality is good but it still takes improvement.
 More milk ATM should be established of Parag milk.
 Make the customers aware about the Parag products through different method of
advertisement.
 There should be no leak in the liquid milk & if the exists than these packets should be
changed.
 Packing of the liquid milk should be recyclable that helps to reduce the price of the
products.
 On line info about the Parag products & trading should be help by the company.
 There should be consistent visit for getting the customer response about the Parag
products. This helps to know the moving demand of the customers.
 For satisfying the increasing demand of milk the company should try to growth the
production.

ANNEXURE

This questionnaire has been designed for survey on
“A STUDY OF CONSUMER PERCEPTION ABOUT PARAG PRODUCTS IN
LUCKNOW”
This is confidential & just for purpose study. So please provide true inputs.
A. Full Name: ……………………………
B. Address: ………………………………………………………………………………………
……………………………………………………………………………………..
C. Contact No.: ………………..
D. Gender:
Male.......... Female ……….
E. Occupation:
(a) Student ……….

(b) Service job ……….
(c) Retired ……….
(d) Business ……….
(e) Unemployed ……….
(f) Others ………..
Q1) Have you ever purchase product of Parag?

(a) Yes (b) No
Q2) From where you know about Parag?
(a) TV Advertisement (b) Personal recommendation (c) Special offer
(d) Radio advertising (e) Newspaper (f) Word of mouth
Q3) What according to you are attractive features that buy Parag Products?
(d) Quality
(e) Packaging
(f) Taste
Q4) Are you satisfy with Parag Products?

(a) Yes (b) No
Q5) According to you Parag Product have changed the way the Consumer behavior towards
Milk?
(a) Yes (b) No
Q6.Do you suggest Parag Products to others?

(a)Yes (b) No
Q7. How will you rate your present Parag performance?

(a) Poor
(b) Fair
(c) Good
Q8. Rank the brands according to your preferences?

Brands Ranks(1to5)
Parag
Amul
Gyan
Mother Dairy
Ananda
Q9. Would presentation & packaging of the Milk help you in your purchase decision?
(a)Yes (b) No (c) May be
Q10. Which product of Parag you like most?
(e) Milk
(f) Curd
(g) Sweets
(h) Ghee

BIBLIOGRAPHY

BIBLIOGRAPHY
BOOKS AUTHORS
 Marketing Management : Philip Kotler

 Marketing Research : D. D. Sharma
 Research Methodology : C. R. Kothari
Websites
 www.parag.com
 www.google.com
Other sources
 India Today
 Business World
 Annual report of Parag

Parag Project Final

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SUMMER TRAINING REPORT

Under the supervision of Submitted by

JAMIA HAMDARD, NEW DELHI

MEHTAB KHAN Page | 1

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2. Company profile 14-25

3. Literature Review 26-28

4. Objective of the study 29-30

5. Scope of the study 31-32

6. Research methodology 33-36

7. Data analysis and interpretation 37-42

10. Conclusion 47-48

11. Suggestions and recommendations 49-50

12. Annexure 51-54

13. Bibliography 55-56

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POTENTIAL FOR FURTHER GROWTH

EMERGING DAIRY MARKETS

MEHTAB KHAN Page | 10

LOW COST OF PRODUCTION

MEHTAB KHAN Page | 11

AIMS AND OBJECTIVES OF NDDB

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MISSION AND VISSION

 To bring maximum revenue villages of the state under cooperative fold.

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Parag Products List

S.no. Product Packing

1.0 Liquid Milk

1.1 PARAG Gold (F.C.M.) 5 Ltr, 1 Ltr, 500 ML

1.2 PARAG TAZA (Tonned) 1 Ltr, 500 ML, 180 ML

1.3 PARAG LITE (DTM) 500 ML, 200 ML

1.4 Parag Super Milk 500 ML

1.5 Homoganised Standerd Milk Loose

1.6 Standerd Milk (Loose) Loose

2.1 Poly Pack 1000 ML, 500ML, 200 ML

2.2 Sika Pack 1000 ML, 500ML

MEHTAB KHAN Page | 19

3.0 Table Butter 500Gm,100Gm,50Gm,20Gm

4.0 Paneer 1 Kg, 200 gm, 100 gm

5.0 Peda 250 gm

6.1 Sweet 200 ml, 100 ml

6.2 Plain 200 ml, 100 ml

7.0 Flavoured Milk

7.1 Plain 200 ml

7.2 UHT 200 ml

8.0 Curd Milk (Mattha) 200 ml

9.0 Chhach 500 ml

10.1 Rice kheer 100 ml

10.2 Chhena kheer 100 ml

11.0 Besan Laddoo 250 gm

12.0 Khoya 1 Kg, 500 gm