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CHAPTER 1- INTRODUCTION

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1.1 Introduction- Dairy Industry of India
India is the world's largest producer and consumer of dairy. The dairy industry in India was
worth INR 5,000 billion in 2016. India is also globally the largest milk producing country since
1997. In India, the co-operatives and private dairies have access to only 20% of the milk
produced. Approximately, 34% of the milk is sold in the unorganized market while 46% is
consumed locally. This is in comparison to most of the developed nations where almost 90% of
the surplus milk is passes through the organized sector.

The Indian ice cream industry is one of the fastest growing segments of the dairy or food
processing industry. Currently the ice cream market in India is estimated to be over INR 4,000
crores, and is growing at a rate of 15-20% year-on-year. It is projected that by 2019, the market
will reach a value of approximately INR 6,198 crores.

In India, ice cream industry is mostly regional and there is a multitude of brands focusing on
only one or two districts or in some case only one state. There are very few national brands and
the major reason behind slow growth of the smaller players is the high perish ability of ice cream
products. Currently growing at 12-15% annually, the future prospect of India's ice-cream market
is promising for manufacturers, suppliers and retailers. While a number of regional players have
already started expanding, the entry of new players has further intensified the struggle to get a
bigger market share. The small and medium ice cream manufacturers in India are now being able
to enhance their product range, volumes and profitability by utilizing the more affordable
Chinese equipment.

It is expected that the Asia Pacific cheese market will double its present size of USD 8.3 billion
to reach approximately USD 15.5 billion by the year 2021. India and China are the two countries
in this region with a fast growing cheese market.Analysts believe that the cheese sector in India
is set for rapid growth. Utilizing the benefits of an integrated sales and distribution system and
employing diversified sourcing is the way forward in the sector. The value added dairy industry
segment is expected to attract investments and entry of new players in the coming years. Players
are emphasizing on offering the consumer better quality differentiated products. Consumers are
looking for more and more healthy dairy options and introducing such cheese options will see
traction in the market. It has been projected that the Indian cheese market will grow at a CAGR
of approximately 31% during 2015-2020, in terms of sales values.

All key players including Amul, Nestle, Mother Dairy, Danone and Britannia have been profiled.
The report contains latest industry leader's opinions.

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1.2 Summary-

The researcher would like to look upon milk and milk product as an business opportunity in
Pandharpur Taluka hence this study is an effort to understand consumer preference for certain
brand. A comparative analysis of existing players and understanding of factors important to milk
consumption have been studied. Methodology used is non probability area sampling and
respondent chosen carefully from among consumer in three villages Isbavi, Vakhari, Kaloshi of
Pandharpur taluka.

In the pandharpur taluka consumption of milk of Dudhpandhari and Gokul is very excellent .The
most of the people prefer Dudhpandhari Brand. Dudhpandhari is preferred for cow’s milk and
Gokul for buffalo’s milk. Dudhpandhari reach audience through pamphlet, cable network, event,
newspaper. Gokul uses pamphlet, word of mouth, events and newspaper effectively to reach the
target audience.Gokul has been rated highly by the respondents on convenience, availability,
quality, packaging and brand image Gokul and Dudhpandhari don’t offer much of discount
however Gokul is rated higher as it does very well at most of the parameters. Quality Of milk,
Suitable payment mode, Home delivery, and easy availability are the most important factors
considered by consumers when purchasing milk. The study has provided wonderful insights into
the milk consumptions of a three villages in Pandharpur Taluka and given the researcher fair idea
as to the strategies to be adopted while entering the milk industry as an entrepreneur.

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1.3 OBJECTIVES OF THE STUDY:
 To gain insight into brand preferences for milk
 To evaluate the brands against various parameters
 To investigate sources of information
 To investigate factors important for Purchase of milk

1.3.1ABOUT THE PRODUCT:

Dudh Pandhari Gokul Milk


Company
Product Name Dudhpandhari Milk Gokul Milk
Pasteurized milk meets the PFA Pasteurized milk, meets the PFA
Description standards for the respective type of standards for the respective type of
milk. milk
Poly Pack - 500ml, 1000ml, * Poly Pack - 500ml, 1000ml
Packing
* In Selected markets only

1.3.2.Product Specifications:
Company DudhPandhari Gokul
FAT(%) 6.0 min FAT(%) 6.0 min
Composition
SNF (%)* 9.0 min SNF (%)* 9.0 min
Serving Size 200 ml 250 ml
Amount per 100 ml 110 ml
Energy 87 kcal 87 kcal
Energy from FAT 54 kcal 54 kcal
Total FAT 6g 8g
Saturated FAT 3.7 g 3.9 g
Cholesterol 16 mg 16 mg
Total Carbohydrate 5.0 g 5.0 g
Added Sugar 0g 0g
Protein 3.3 g 3.0 g
Calcium 150 mg 150 mg
Phosphorus 130 mg 130 mg
Sodium 50 mg 50 mg

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Thiamine 42 mcg 42 mcg
Riboflavin 120 mcg 120 mcg
Niacin 100 mcg 100 mcg
Folic Acid 7.5 mcg 7.5 mcg
Vit. A(Retinol) 65 mcg 65 mcg
*Approx. values
48 Hours from the date of packing if kept under refrigeration
Shelf Life
below 8°C

Storage condition Under Refrigeration (Below 8°C)

1.3.3Product Features, Application and Market Availability:


Company Dudhpandhari Gokul Milk
DudhPandhari is the most hygienic
liquid milk available in the market.
It is pasteurized in state-of-the-art Packed with energy and nutrition
processing plants and pouch-packed to that’s essential for growing kids. It
make it conveniently available to makes them stronger from within
Product Features consumers. and keeps them active and healthy.
Direct consumption, Making of: Tea or Direct consumption, Making of:
Coffee, Sweets, Khawa, Curd, Tea or Coffee, Sweets, Khawa,
Application Buttermilk, Ghee Curd, Buttermilk, Ghee

Market Availability Gujarat, Maharashtra Gujarat, Maharashtra

1.4COMPANY PROFILE:

Dudhpandhari -
Dudhpandhari was set up in 1994 under the Operation Flood Program. A wholly owned
company of the Solapur Dudh Utpadak Sangha, Dudhpandhari manufactures, markets & sells
milk and milk products under the Dudhpandhari (Milk, Cultured Products, Ice Creams, Paneer
and Ghee),

Dudhpandhari sources significant part of its requirement of liquid milk from dairy cooperatives.
Similarly, Dudhpandhari sources fruits and vegetables from farmers / growers associations.

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It is Dudhpandhari constant endeavor to ensure that milk producers and farmers regularly and
continually receive market prices by offering quality milk, milk products and other food products
to consumers at competitive prices and uphold institutional structures that empower milk producers and
farmers through processes that are equitable.
Dudhpandhari markets approximately 1lkhs liters of milk daily in the markets of Gujrat,
Maharashtra. Its marketing operations through around 135 retail outlets and over 1000 exclusive
outlets of Dudhpandhari.
The company derives significant competitive advantage from its unique distribution
network of bulk vending milk booths, retail outlets and mobile units. Dudhpandhari ice creams
launched in the year 1995 have shown continuous growth over the years and Dudhpandhari also
manufactures and markets a wide range of dairy products that include Butter, Paneer, Dahi,
Ghee, Cheese, UHT Milk, Probiotic Products, Lass &Flavored Milk and most of these products
are available across the Maharashtra.

Dudhpandhari has over the past 3 decades, harnessed the power of farmer cooperatives to deliver
a range of delicious products and bring a smile on your face.

Vision - Provide quality food and beverages to consumers at affordable prices while ensuring
fair returns to the producers.

Mission - Dudhpandhari heritage is intrinsically linked to the cooperative movement in India.


With determination & pride we will continue to serve our farmers, rural India & our consumers.
Our values reflect who we are & what we firmly believe in.

Quality:
Dudhpandhari is committed to deliver products which meet all
regulatory, industrial, consumer Quality and Food safety
requirements to our valued consumers.
Our continuous efforts focused on building a sustainable “Quality and
Food Safety Program” across food chain, using state of the art processes

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and innovative technologies towards delivering wide range of “Dairy and Food” products.
Our systems are designed to have process monitoring and controls at each stage of food chain
towards Continual Improvements. We, assure that our valued consumers are satisfied, each time
they experience our product.

We achieve this by,


 Implementing robust Dudhpandhari Management System, which is an Internal System,
developed to meet the all Process Requirements based on National & International
Standards.
 Implementing International Management System Standards (ISO)
 Bench Marking, Best-In-Class requirements
 Process Optimization : Constantly working on latest innovative Technologies
 Capability Development across the Organization
 Auditing & Assessments : Dudhpandhari has established a frame work for Auditing &
Assessments of Complete Food Chain
 Consumer Satisfaction

It is our endeavor to create a culture of “Total Quality” where continuous improvement of our
people, processes and products becomes a way of life. At Dudhpandhari Innovation Centre, we
have a dedicated team of Scientists who are constantly collaborating international standards and
best practices for Quality & Food Safety in its products.

Product Quality:

Product Portfolio:

Milk
Dudhpandhari maintains stringent measures to ensure the quality and purity of the milk provided
to its consumers. Each batch of incoming and outgoing milk is subjected to 21 quality tests
including presence of foreign matter and bacteriological tests. The quality of milk accepted and
dispatched meets certain predetermined standards. The milk goes through various processes such

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as Clarification, Homogenization, Standardization and Pasteurization, to ensure that it is safe for
human consumption. Our motive for following such strict quality measures is to ensure that there
is no contamination while processing or packaging. Dudhpandhari promises its consumers that it
will continue to produce products of the highest quality standard. Its Dairy products are
processed & packed in ISO certified plants & strict controls are exercised by quality assurance
department on all the plants. Most of our plants are certified for FOOD SAFETY
MANAGEMENT SYSTEM. Quality Assurance Laboratory at Mother Dairy Delhi is certified by
National Accreditation Board for Testing and Calibration Laboratory (NABL)-Department of
Science and Technology, Government of India. All the operations in our organization are
manned by qualified & highly experienced personnel.

We at Dudhpandhari focus on motivated & hard working, well qualified & trained personnel in
front end as well as back end operations. The dedicated Field QA team ensures that the products
manufactured at the plant are handled properly once the products dispatched from manufacturing
units.

Gokul Milk:
Kolhapur Jilha Sahakari Dudh Utpadak Sangha Ltd. Well known with its popular
brand ‘Gokul‘ is an Operation Flood cooperative dairy project established on 16th March 1963.
Since then achieved many land marks in Milk Procurement, Extension, Animal Health,
Breeding, Milk Processing, Product making and Marketing. At present Gokul has modern 12
Lakh Liters/day capacity dairy plant , satellite dairy at udgaon , tal shirol and 4 owned chilling
centers having 4.75 Lakh Liters/day milk handling capacity with modern Packing Unit at Navi
Mumbai.

For milk production enhancement in milk shed we have presently 45 Mobile veterinary routes,
406 Cluster A. I. Centers, A state of the art new 300 MT/day capacity Cattle Feed Plant with
popular ‘Mahalaxmi’ brand is operational at Kagal-Hatkanangale Five Star MIDC. The old
cattle feed plant with 200 MT/day capacity plant is simultaneously operational.

Special Features-

 Gokul received “Sahakar Bhushan” award, 3 times from Government of Maharashtra.


 NDDB Excellence Award - for highest number of functional women dairy cooperative societies
 Plant Holds Food Safety Management System Certificate ISO 22000:2005.

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 Own Cattel Feed Plant of 500 MT/Day capacity holding ISO 9001:2015 Certificate.
 'Energy Saving Award' in Dairy vertical 5 times by Government of Maharashtra.
 Union continue renewal of Export Inspection License for Product Exports.
 Undertaken DPM Study from 1990 for Plant improvement, Refrigeration, Plant Losses etc. with
help of NDDB/FAO. First plant to start Quality Assurance Programme in country in 1992.
 14 times winner of National Productivity Awards from 1988/89 to 2006/07.
 Gokul bags PATENT for its innovation Milk Replacer.
 We pay back 76 to 82% for every sale rupee generated in form of price and services to the Milk
Producer.
 Turnover for financial year 2017-2018 (provisional) – Rs. 2116 Crores.
 Plant commissioned in 1986 with 2 Lakh process capacity. Average growth rate in last 24 years
is 10 to 11%.
 Highest milk handling - 15.10 Lakh Ltr/day. Average handling in Dairy Plant - 11.99 Lakh
Ltr./day.

A Few Of Our Popular Schemes-

 Unique Female Calf Rearing Scheme.


 Pioneer of Gokul Gram Vikas Yojana (A Community Development Program).
 Provident Fund Scheme implemented for Milk Producer.
 'Farmers' Insurance Package Scheme.
 Implementation of Clean Milk Production program.
 Open Shed Concept trials.
 Bag Silage concept to improve quality of fodder.
 Wrestling competition and Scholarship for Wrestlers.
 Milk collection through Bulk Milk Coolers in 36 villages.
 Issue Debentures to Member Societies.
 Woman Dairy Cooperative Leadership Development Program.
 Micro Training Centers for Farmers Education.

Business Model:
The Gokul Milk development is a three-tiered structure with the dairy cooperative societies at the
village level federated under a milk union at the district level and a federation of member unions
at the state level.

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 Establishment of a direct linkage between
milk producers and consumers by
eliminating middlemen
 Milk Producers (farmers) control
procurement, processing and marketing
 Professional management

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CHAPTER 2 - RESEARCH METHODOLOGY

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Research Methodology

2.1 INTRODUCTION

Research methodology involves the understanding of procedures by which the researcher starts

from the initial identification of the problem to its final conclusion. It consists of all general and

specific activities of research and is therefore a “mapping strategy of research.” Hence

fundamental to the success of any research is the methodology adopted. This chapter presents a

comprehensive view of the methodology adopted for investigation into the objectives of this

research, and provides the framework for testing of hypothesis.

This chapter covers

1. Research design

2. Population and sampling design

Questionnaire development

3. Administration of the tool to the sample of the study

2.2 RESEARCH DESIGN

Descriptive research design was used for this study. This design is specially used by the

researcher to study the sample characteristics and their relationships with the important variables

of the study.

2.3 SAMPLING PLAN

The lack of time and money to gather information from everyone or everything in a population,

made it imperative to find a representative sample (or subset) of the population. The Sampling

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plan has been designed in such a way that the resulting data will contain a representative sample

of the parameters of interest and allow for all questions, as stated in the goals, to be answered.

2.3.1 Population

The population of the study is all consumers in Pandharpur taluka

2.3.2 Description Of Study Area

The researcher is interested in Setting up a business of selling milk and also milk products at a

later date in Pandharpur taluka. The business will be started in the adjoining villages of Isbavi,

Kaloshi and Vakhari and later to be expanded in the entire Pandarpur taluka. The study is an

effort to understand the scenario of milk consumption in these villages and the existing players in

this market

2.4 Sampling Method:

Non probability sampling relies on the personal judgment of the researcher as it gives the

flexibility of deciding what elements to include in the sample. Area sampling was used for the

quantitative study to choose the elements to be included in the sample .The sample size being

large, convenience sampling was found to be an appropriate technique to recruit a large number

of respondents (consumers) in a matter of days.

2.4.1. Sample

The sample is consumers from households of Isbavi, Vakhari, Kaloshi in Pandharpur taluka

2.4.2 Sample Size


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The questionnaire was administered randomly among 150 consumers in households of the three

villages by the researcher. The sample consists of 130 consumers who responded to the

questionnaire. Isbavi =60; Kaldoshi=38; Vakhri=32

2.4..3 Data Collection Techniques

A data collection technique best suited to the research objectives was decided on the basis of the

advantages and limitations of the available methods.

Survey method was used and close ended self-administered questionnaire was used

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CHAPTER 3 - DATA PROCESSING AND ANALYSIS

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DATA PROCESSING AND ANALYSIS

3.1 ACQUIRING DATA. -

Acquisition involves collecting or adding to the data holdings. There are several methods of
acquiring data:

collecting new data

using your own previously collected data

Reusing someone others data

Purchasing data

Acquired from Internet (texts, social media, photos)

3.2 DATA PROCESSING –

A series of actions or steps performed on data to verify, organize, transform, integrate, and
extract data in an appropriate output form for subsequent use. It must be rigorously documented
to ensure the utility and integrity of the data.

3.3 DATA ANALYSIS-

It involves actions and methods performed on data that help describe facts, detect patterns,
develop explanations and test hypotheses. This includes data quality assurance, statistical data
analysis, modeling, and interpretation of results.

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Q1) Annual Income Of House Hold

Income Frequency %
>1 L 14 11
1-5 L 31 24
5-10 L 40 31
10-15 L 23 17
15-20 L 22 17

Annual Income

17% 11% >1 Lkhs


1-5 Lkhs
24% 5-10 Lkhs
17%
10-15 Lkhs

31% 15-20 Lkhs

Inference:

Most of the respondents had an income of 5 to 10 lakhs followed by 1to 5 lakhs

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Q2) Occupation Of Head Of Family

Occupation Frequency %
Professional 52 40
Business 35 27
Agri Business 19 15
Farmer 13 10
Service 11 8

Occuoation of Head of Family

8%
Professional
10%
Business
40%
Agri Business
15%
Farmer
Service
27%

Inference:

Most of the respondents were professionals and businessmen and least number of
respondents were in service

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Q3) Purchase Of Milk

Purchase of Milk Frequency %


Yes 105 81
No 25 19

Purchase of milk

19%
yes
no

81%

Inference :

Most of the respondents purchased milk

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Q4) Daily Purchase Quantity

Quantity Frequency %
250 ml 0 0
500 ml 39 30
1 Ltr 57 44
<1 34 26

Milk

0%
26% 30%
500ml
1 lt
<1ltr

44%

Inference:

Most Of the people preferred to purchase 1 liter milk

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Q5) Whether Loose Or Packed

Form Of Milk Frequency %


Loose 30 29
Packed 75 71

Form

29%

loose
pack

71%

Inference:

Most of the people purchased packed milk

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Q6) Milk Brand Preferred

brand Frequency %
Dudhpandhari 40 53
Gokul 35 47

people

47% Dudhpandhari
53%
Gokul

Inference:

Dudhpandhari was the preferred brand

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Q7) Type Of Milk Purchased

Gokul Dudhapandhari

Cow 20 26
Buffalo 15 14

Type Of Milk Purchased


30

25

20

15

10

0
Gokul Dudhapandhari

Cow Buffalo

Inference:

Dudhpandhari is preferred for cows milk and Gokul for buffaloes milk

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8. Factors Important For Purchasing Milk

Factors Total
Reasonable Price 24
Easily Available 29
Good Quality 57
Convenient Time Of Delivery 37
Home Delivery 39
Suitable payment Mode 46
No Other Brand Available 5

Factors
2%
10%
Reasonable Price
19% Easily Available
12%
Good Quality
Convenient Time Of Delivery
17%
Home Delivery
24%
Suitable payment Mode
No Other Brand Available
16%

Inference :

Quality Of milk, Suitable payment mode, Home delivery, and easy availability are the
most important factors considered by consumers when purchasing milk

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9.Source Of Information

Dudhpandhari Gokul
Source Frequency % Frequency %
Newspaper 17 16 16 17
Word Of Mouth 14 13 19 20
Cable Network 19 17 11 11
Event 17 16 17 18
Pamphlet 25 23 22 23
Personal Selling 16 15 11 11

SOURCE OF INFORMATION
Dudhpandhari Gokul

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22
19

19

17
17

17
16

16
14

11

11

NEWSPAPER WORD OF CABLE EVENT PAMPHLET PERSONAL


MOUTH NETWORK SELLING

Inference:
Gokul uses pamphlet, word of mouth, events and newspaper effectively to reach the
target audience.
Dudhpandhari reach audience through pamphlet, cable network, event, newspaper

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10. Rating Of Brand

factors Dudhpandhari Gokul


Price 3.5 3.7
Quality 3.9 4.0
Packaging 3.9 4.0
Availability 3.7 4.2
Discount 2.8 2.1
Brand Image 3.7 4.0
Convenience 3.8 4.28

RATEING OF BRAND
Dudhpandhari Gokul

4.28
4.2
3.9

3.9

3.8
4

4
3.7

3.7

3.7
3.5

2.8
2.1

PRICE QUALITY PACKAGING AVAILABILITY DISCOUNT B R A N D I M A G EC O N V E N I E N C E

Inference:
Gokul has been rated highly by the respondents on convenience, availability, quality,
packaging and brand image Gokul and Dudhpandhari don’t offer much of discount however
Gokul is rated higher as it does very well at most of the parameters

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Q11) Are You Satisfied With Your Brand ?

Brand Dissatisfied Neither satisfied Nor Satisfied


Dissatisfied
Frequency % Frequency % Frequency %
Dudhpandhari 0 0 7 17 33 83

Gokul 0 0 0 0 35 100

SATISFACTION
Dudhpandhari Gokul

35
33
7
0
0

DISSATISFIED NEITHER DISSATIFIED SATISFIED


NOR SATISFIED

Inference:

Respondents are fully satisfied using Gokul Milk and also Dudhpandhari some of the
respondents of dudhpandhari Milk neither satisfied nor dissatisfied.

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CHAPTER 4 -

FINDINGS, CONCLUSION, RECCOMENDATION

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4.1 FINDINGS:

In the pandharpur taluka consumption of milk of Dudhpandhari and Gokul is very excellent .The
most of the people prefer Dudhpandhari Brand . Dudhpandhari is preferred for cows milk and
Gokul for buffaloes milk. Dudhpandhari reach audience through pamphlet, cable network,
event, newspaper.

Gokul uses pamphlet, word of mouth, events and newspaper effectively to reach the
target audience.Gokul has been rated highly by the respondents on convenience, availability,
quality, packaging and brand image Gokul and Dudhpandhari don’t offer much of discount
however Gokul is rated higher as it does very well at most of the parameters
Quality Of milk, Suitable payment mode, Home delivery, and easy availability
are the most important factors considered by consumers when purchasing milk.

4.2 CONCLUSION:

In today’s competitive world while entering in the market it is very necessary to have good
knowledge of the potential of a particular market. The information regarding the activities of
competitor’s existing in the market so that we can plan our each activity according to that. It is
also necessary to retain the existing customers apart from attracting the new customers. The final
outcome of the project is that the parameters which enhance the sale of milk products of
Dudhpandhari and Gokul are Price, Quality, Service and availability. Milk market is a totally
unpredictable market and the organization should be over-cautious of any complaints that come
into milk as it includes the sentiments of a mother for her kid and she would not prefer to give
anything to her kid for which she is not 100% satisfied. So the company should take every step
possible to contain these problems which in some way or the other affects the sale of
Dudhpandhari and Gokul and its retailers. It is concluded that Gokul milk has a high potential in
the market and it is the known to its customers and its acceptance is comparatively higher as of
other variants and competitors present in the market, on the other side most of the consumer
continuously using Dudhpandhari milk and they do not want to switch over to other brand.

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4.3 RECOMMENDATIONS

Both companies can cut costs for some period of time followed immediately by strong
advertising. As we have seen during the research that most of institutions give most preference to
the margin provided to them on milk (except coffee outlets). As the quality and availability of
Gokul milk is best in market new entrant in the market has to try and come at par with all the
good qualities of Gokul and also dudhpandahri• New entrant can focus only on price through
discounts as a differentiator because both the companies do not offer much to their consumers by
way of discounts.Qunatity discounts could work here.
• Can start schemes like cash prizes or foreign trips on scratching the barcode on the packet
• Locate the institutions using competitor’s milk and provide them attractive offers to
increase the market share so that at least the big competitors will not try to expand.
• Mergers and Acquisition in the milk industry with local players help the company in
increasing its distribution network and Market share. Following this both companies can buy the
milk from local dairies taking over their business which is substantial in terms of market share
• Both companies should introduce a mascot for the milk. This will help in easy Brand
differentiation and Recognition.
• Efficiency in distribution
• Remove communication barriers and misconceptions between the Institutions and
distributors by effective communication with institutions time to time.

4.4 LIMITATIONS:
• Some respondents were not ready to reveal the true information.
• Time Consuming and expensive
• Inaccurate access-Risk of colleting incomplete and wrong information as people are unable to
understand questions properly

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CHAPTER 5
QUESTIONARY , BIBALOGRAPHY

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5.1 QUESTIONARY

1. Name : ---------------------------------------------------------------------------

2. Annual Income:

1) >1 L 2) 1-5 L 3) 5-1 L 4) 10-15L 5) 15-20L

3. Occuption:

1) Professional 2) Business 3) Agree Business 4) Farmer

5) Service

4. Do You Purchase Milk ?

1) Yes 2) No

5. Whether Loose Or Packaged ?

1) Loose 2) Packaged

6. Daily Purchase Quantity ?

1) 250 ml 2) 500ml 3) 1ltr 4) <1ltr

7.Which Brand You Use?

1) Dudhpandhari 2) Gokul

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8. Which Type Of Milk Do You Purchase ?

Dudhpandhari Cow Buffalo


Gokul

9.Rank The Following Factors In Order Of Importance For Purchase Of Milk

1) Reasonable Price
2) Easily Available
3) Good Quality
4) Convenient Time Of Delivery
5) Home Delivery
6) Payment Mode Is Suitable
7) No Other Brand Available

10. Source Of Information

1) News Paper

2) Word Of Mouth

3) Cable Network

4) Event

5) Pamphlet

6) Personal Selling

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11.Rate Your Brand On The Following Factors where
1=Very Poor,2=poor,3=neither poor nor good;4=Good and 5 = excellent

1 2 3 4 5
1.Price
2.Quality
3.Packaging
4.Availability
5.Discount
6.Brand Image
7.Convenience

12. Are You Satisfied With Your Brand ?

1) Not Satisfied

2) Neither Satisfied Nor Dissatisfied

3) Satisfied

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5.2 BIBLIOGRAPHY

 Empowerment Case Studies: National Dairy Development Board


 www.indiadairy.com
 Opportunities and Challenges in the Indian Dairy Industry – Dr. K. G. Karmakar and Dr.
G. D. Banerjee
 Candler, W. and N. Kumar (1998) India: The Dairy Revolution: Impact of Dairy
Development in India and the World Bank’s Contribution, The World Bank Operation
Evaluation Department (OED), Washington, D.C.: The World Bank.
 Chahal, S. S. and Gill, G. S. (1988) Milk cooperatives for rural development in Punjab.
Kurukshetra, 36 (5): 12-15.
 Rajan, S. R. G. (1990) Growth of dairy industry in Andhra Pradesh. Indian Dairyman. 42
(3): 93-95.

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