CHAPTER-1INTRODUCTION

1.1 INTRODUCTIONIn todays time there is serve competition in every field and the milk
industry is also facing a lot of competition a we know competitor can pause some threats to the organization as well as they provide us some opportunities. An organization can store over its competition either by enhancing the quality of the products, reducing the price, heavily spending promotional activities or having a effective distribution network.The project was concerned with the tetra packs of verka. Flavored milk, flavored lassi, Mango Rassila and kheer were the products of the verka coming in the tetra packs. These tetra packs were increasing the self-life of the products. These looked good in the packing and were good for the heath. This project was concerned to find out how many retailers and citizens were satisfied with tetra packs of verka. How many retailer sale the products of verka and how many consumers use verka.? Which type of the improvement was required by the consumers and the retailer and what were the reasons behind the use and no use of the tetra packs?The project was concerned to find out which were the other competitors of the verka in Jalandhar. The citizens having awareness regarding the tetra packs of the verka and which were the products used by the consumers and how often consumer use the tetra packs of the verka. How much they were satisfied with the tetra packs of verka? In which factors the citizens had the complaints and want improvement? How much margin was offered by the others companies to the retailers? Which tetra packs of verka were kept by the retailers. There were how many distributors of tetra packs, were they providing supply in time? if late then how much late? How much they were satisfied by sale of the verka.? How much quantity they sale? Finding the reasons why they were not selling the products of the verka? Or they were having any complaint. Any retailers want to keep the products of verka.?

1.2 INDUSTRY PROFILE

1.2.1 Indian Dairy IndustryDairy is a place where handling of milk and milk products is done and technology refers to the application of scientific knowledge for practical purposes. Dairy technology has been defined as that branch of dairy science, which deals with the processing of milk and the manufacture of milk products on an industrial scale. In developed dairying countries such as the U.S.A., the year 1850 is seen as the dividing line between farm and factoryscale production. Various factors contributed to this change in these countries, viz. concentration of population in cities where jobs were plentiful, rapid industrialization, improvement of transportation facilities, development of machines, etc. whereas the rural areas were identified for milk production, the urban centers were selected for the location of milk processing plants and product manufacturing factories. These plants and factories were rapidly expanded and modernized with improved machinery and equipment to secure the various advantages of largescale production. Nearly all the milk in the U.S.A. before 1900 was delivered as raw (natural) milk. Once pasteurization was introduced, it developed rapidly. Mechanical refrigeration helped in the rapid development of the factory system of market milk distribution.In India, dairying has been practiced as a rural cottage industry since the remote past. Semi-commercial dairying started with the establishment of military dairy farms and co-operative milk unions throughout the country towards the end of the nineteenth century. During the earlier years, each household in those countries maintained its family cow or secured milk from its neighbor who supplied those living close by. As the urban population increased, fewer households could keep a cow for private use. The high cost of milk production, problems of sanitation etc., restricted the practice; and gradually the family cow in the city was eliminated and city cattle were all sent back to the rural areas.Gradually farmers within easy driving distance began delivering milk over regular routes in the cities. This was the beginning of the fluid milk-sheds which surround the large cities of today. Prior to the 1850s most milk was necessarily produced within a short distance of the place of consumption because of lack of suitable means of transportation and

refrigeration.The Indian Dairy Industry has made rapid progress since Independence. A large number of modern milk plants and product factories have since been established. These organized dairies have been successfully engaged in the routine commercial production of pasteurized bottled milk and various Western and Indian dairy products. With modern knowledge of the protection of milk during transportation, it became possible to locate dairies where land was less expensive and crops could be grown more economically. In India, the market milk technology may be considered to have commenced in 1950, with the functioning of the Central Dairy of Aarey Milk Colony, and milk product technology in 1956 with the establishment of AMUL Dairy, Anand. The industry is still in its infancy and barely 10% of our total milk production under goes organized handling.1.3 HISTORY OF INDIAN

MARKET MILK INDUSTRYBeginning in organized milk handling was made in India

with the establishment of Military Dairy Farms. Handling of milk in Co-operative Milk Unions established all over the country on a small scale in the early stages.Long distance refrigerated rail-transport of milk from Anand to Bombay since 1945Pasteurization and bottling of milk on a large scale for organized distribution was started at Aarey (1950), Calcutta (Haringhata, 1959), Delhi (1959), Worli (1961), Madras (1963) etc.Establishment of Milk Plants under the Five-Year Plans for Dairy Development all over India. These were taken up with the dual object of increasing the national level of milk consumption and ensuing better returns to the primary milk producer. Their main aim was to produce more, better and cheaper milk.1.3.1 Operation Flood The transition of the Indian milk industry from a situation of net import to that of surplus has been led by the efforts of National Dairy Development Board's Operation Flood. Programmed under the aegis of the former Chairman of the board Dr. Kurien. Launched in 1970, Operation Flood has led to the modernization of India's dairy sector and created a strong network for procurement processing and distribution of milk by the co-operative sector. Per capita availability of milk has increased from 132 gm per day in 1950 to over 220 gm per day in 1998. The main thrust of Operation Flood was to organize dairy cooperatives in the milk shed areas of the village, and to link them to the four Metro cities, which are the main markets for milk. The efforts undertaken by NDDB have not only led to enhanced production, improvement in methods 3

of processing and development of a strong marketing network, but have also led to the emergence of dairying as an important source of employment and income generation in the rural areas. It has also led to an improvement in yields, longer lactation periods, shorter calving intervals, etc through the use of modern breeding techniques. Establishment of milk collection centers and chilling centers has enhanced life of raw milk and enabled minimization of wastage due to spoilage of milk. Operation Flood has been one of the world's largest dairy development programmes and looking at the success achieved in India by adopting the co-operative route, a few other countries have also replicated the model of India's White Revolution.

Production in India YearProduction (Million Tones)Per Capita Availability (gms/day) 1993-94 55.7 1994-95 58.0 1995-96 60.6 1996-97 63.8 1997-98 66.2 1998-99 69.1 1999-00 72.1 2000-01 75.4 2001-02 78.3 217 4 213 207 202 197 194 187 182 178

2002-03 80.6 2003-04 84.4 2004-05 86.2 2005-06 88.1 2006-07 90.7 2007-08 94.6 2008-09 220 96.2 224 229 231 230 225 220

1.4 MAJOR COMPITITORS OF MILKFED PUNJAB

1.4.1 AmulAmul was formally registered on HYPERLINK

"http://en.wikipedia.org/wiki/December_14" \o "December 14" December 14, HYPERLINK "http://en.wikipedia.org/wiki/1946" \o "1946" 1946. The brand Amul, sourced from the HYPERLINK "http://en.wikipedia.org/wiki/Sanskrit" \o "Sanskrit" Sanskrit word Amoolya, means priceless. It was suggested by a quality control expert in HYPERLINK

"http://en.wikipedia.org/wiki/Anand%2C_Gujarat" \o "Anand, Gujarat" Anand. Some cite the origin as an acronym to (Anand Milk Producers Union Limited).The Amul revolution was started as awareness among the farmers. It grew and matured into a protest movement that was channeled towards economic prosperity. 1.4.2 Gujarat Cooperative Milk Marketing Federation In 1954, Kaira District Co-operative Milk Producers Union built a plant to convert surplus milk produced in the cold seasons into milk powder and butter3. In 1958, a plant to manufacture cheese and one to produce baby food were added. Subsequent years saw the addition of more plants to produce different products. In 1973, the milk societies/district level unions decided to 5

set up a marketing agency to market their products. This agency was the Gujarat Cooperative Milk Marketing Federation (GCMMF). It was registered as a co-operative society on 9 July 1973.1.4.3 NestleNestle relationship with India dates back to 1912, when it began trading as The Nestl Anglo-Swiss Condensed Milk Company (Export) Limited, importing and selling finished products in the Indian market. After Indias independence in 1947, the economic policies of the Indian Government emphasized the need for local production. Nestl responded to Indias aspirations by forming a company in India and set up its first factory in 1961 at Moga, Punjab, where the Government wanted Nestl to develop the milk economy. Progress in Moga required the introduction of Nestls Agricultural Services to educate advice and help the farmer in a variety of aspects. From increasing the milk yield of their cows through improved dairy farming methods, to irrigation, scientific crop management practices and helping with the procurement of bank loans. Nestl set up milk collection centers that would not only ensure prompt collection and pay fair prices, but also instill amongst the community, a confidence in the dairy business. Progress involved the creation of prosperity on an on-going and sustainable basis that has resulted in not just the transformation of Moga into a prosperous and vibrant milk district today, but a thriving hub of industrial activity. Nestl has been a partner in India's growth for over nine decades now and has built a very special relationship of trust and commitment with the people of India. The Company's activities in India have facilitated direct and indirect employment and provides livelihood to about one million people including farmers, suppliers of packaging materials, services and other goods.The Company continuously focuses its efforts to better understand the changing lifestyles of India and anticipate consumer needs in order to provide Taste, Nutrition, Health and Wellness through its product offerings. The culture of innovation and renovation within the Company and access to the Nestl Group's proprietary technology/Brands expertise and the extensive centralized Research and Development facilities gives it a distinct advantage in these efforts. It helps the Company to create value that can be sustained over the long term by offering consumers a wide variety of high quality, safe food products at affordable prices. Nestl India manufactures products of truly international quality under internationally famous brand names such as NESCAFE, MAGGI, MILKYBAR, MILO, 6

KIT KAT, BAR-ONE, MILKMAID and NESTEA and in recent years the Company has also introduced products of daily consumption and use such as NESTLES Milk, NESTL SLIM Milk, NESTLE Fresh 'n' Natural Dahiand NESTLE Jeera Raita Nestle India is a responsible organization and facilitates initiatives that help to improve the quality of life in the communities where it operates. Today, Nestle is the world's largest and most diversified food company. It has around 2, 50,000 employees worldwide, operated 500 factories in approximately 100 countries and offers over 8,000 products to millions of consumers universally. 1.4.3 MOTHER DAIRYSince 1974 millions of consumers in Delhi have been walking up to the goodness and freshness of mother dairy milk. Mother Dairy has established itself as an integral part of their lives be it in terms of providing pure wholesome milk or rich, delicious milk products. The drop logo, used by cooperatives across the country is a symbol of purity and freshness, qualities which Mother Dairy over the years has come to be closely associated with.Available at a store nearest to you be it your local kirana store, the largest supermarkets in the city or there very own exclusive milk shops .is it any wonder that mother dairy enjoys almost 75% of the market share for branded milk in Delhi and more importantly that special place in every life.

1.4.3.1 Products of Mother Dairy MilkIce- CreamGheeButterCheeseDahiLassi Flavored Milk1.5 MILK FEDHistorical backgroundThe Punjab State Cooperative Milk Producers Federation limited popularly known as Milk fed Punjab came into existence in 1973 with a twin objective: To providing remunerative milk market to the Milk Producers in the State by value addition and marketing of produce on 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 1983 when all the milk plants of the erstwhile 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 levelMilk Unions at District level Federation as an Apex Body at State level. HYPERLINK

"http://milkfed.nic.in/mfed.htm" MILKFED Punjab has continuously advanced towards its coveted objectives well Defined in its by laws. A place is called verka. For away from the din and the madding pace of the city there rests, near Amritsar, a sleepy village is called verka. It is a prefect picture of health and happiness. It is the first milk plant of verka.1.5.2 Number of group companies & products manufacture/offered by themMilkfed has a strong value addition base addition base though its 11 District cooperative milk producers unions and 40 chilling capacity of about 15 Lac liters per day, all of whom have attained self sufficiency or are on the thresh-old of attaining it.Ghee, S.M.P., W.M.P. Butter, Paneer, Milk-Cake & S.F.MRaseela, Ice-Cream, Pinni, Milk Cake

1.5.3 Mission of CorporateTo become the market leader in market of milk and milk products.1.5.4 Objective Direct approach to consumer and producer and to avoid middleman. (By the farmers, of the farmers and for the farmers organization.) 1.5.5 AchievementsOn the basis of quality with efficient administration, HYPERLINK

"http://milkfed.nic.in/mfed.htm" MILKFED has not only established new mile stone of providing services to Dairy farmers but scaled new heights in delighting esteemed customers also. This has resulted into tremendous achievements in all fields. 1.5.6 TurnoverThe annual turnover of Milkfed which was Rs.1150 crores in the year 2009-10 has hit the level of Rs.1389 crores in the year 2009-10. Turnover (Rs. in Crores)

1.5.7 Marketing of MilkedMilked is a serving nation wide consumer through its net work of Regional offices and strong Distribution channels. Milkfed markets a wide Variety of Products which include liquid milk, skimmed milk powder, whole milk powder, infant food, ghee, butter, cheese, lassi, SFM, Ice Cream, Malted food Verka Vigour etc. etc. The annual turn over of HYPERLINK "http://milkfed.nic.in/mfed.htm" Milkfed has crossed Rs 668 crores. Verka is a brand leader in milk powders particularly in northern eastern sectors and SMP marketed by Milkfed commands a premium price over powders manufactured by competitors who include multi-national as well as private trade and other Cooperative Federations. Now Verka has arrived on the sheer strength of its quality, freshness and purity. And of course, its home made taste. And all this, at the most affordable prices. To people today, Verka is the part of their daily lives. 1.6

EXPORT OF MILK PRODUCTSWith competition in the national market zooming

up efforts to export products have been made. HYPERLINK "http://milkfed.nic.in/mfed.htm" Milkfed has established its ghee market in Middle East Market. Verka ghee reaches all the emirates and is available almost in all super markets. The penetration is so deep that verka ghee is available in far off labor camps. In addition to ghee, SMP was also exported to Asian Countries like Philippines, Bangladesh and Sri-Lanka. Verka Malt Plus (Malted Milkfood) has also been exported to Bangladesh. 1.7 QUALITY ASSURANCE PROGRAMME Quality Assurance Programme (QAP) which is a part and parcel of Dairy Plant Improvement Programme (DPIP) was taken up in Jalandhar Milk Union with the Technical guidance from NDDB. The main objective of the programme is to improve efficiency of Plants coupled with loss management to bring down the cost of production, im-prove the quality of milk and milk products manufactured to ameliorate the general hygienic and house keeping standards.

1.8 MILKFEDS NETWORKMILKFED has its milk unions in many districts of Punjab.
These district unions are: i) Amritsar iv) Chandigarh ii) Bhatinda v) Faridkot 9 iii) Bassi Pathana vi) Ferozepur

vii) Jalandhar x) Ludhiana xiii) Sangrur

viii) Hoshiarpur xi) Patiala

ix) Jalhandhar xii) Ropar

The plants in all these unions are being run under the VERKA1.9 ORGANISATION

PROFILE1.9.1 Capacity Of Jalandhar Milk PlantThe plant was designed to handle 150,000
liters per day of milk drying and 10, 0000 liters per day as liquid supply. Since inception of the plant. There was no charge in the handling capacity until April 2004. Due to good potentiality of milk in area, efforts were always made to enhance its handling capacity to 1, 00,000 liters milk per day. Under the guidance of Milk Federation Punjab the Registrar Cooperative Societies Punjab had sanctioned a sum of Rs.140 core from the cooperative development fund. These funds are being utilized at the earliest. On expansion, the plant will handle 1, 00,000 liters of milk per day. The refrigeration capacity will also increase to 1.5 lacs liters of milk per day.At present because of loan from Cooperative societies the handling capacity of Milk in Milk Plant Jalandhar is 1, 00,000 liters per day and freezing capacity of milk is 1.5 lacs liters per day. 1.9.2 Controlling AuthorityThe milk plant Jalandhar was originally setup by Punjab

Government but in 1960 the control was passed on the Punjab Diary Development corporation (PDDC) & subsequently its management was passed to Milkfed w.e.f 9th April 1983. The Jalandhar District cooperative Milk Producers union limited was registered on 28 th April. Union has started its business on 1st July 1988 with the complete control of plant to the Union. However all the assets and liabilities of the Punjab.Government and Punjab Development Corporation (PDDC) at Milk Plant, Jalandhar was transferred to Union w.e.f 1st April 1994. The Union has an elected Board and Managing Director is on deputation from Milkfed. The officers in the cadre of deputation from Milkfed. 1.9.3 Milk Procurement at Milk PlantThe procurement system of this milk plant is well organized. Milk procurement is made though Milk Producers Co-operative societies which are spread over whole of the Jalandhar. Under these societies there are milk producer members. These members are chosen by village level societies from each village. These members choose a secretary who collect milk from milk producers and sell to the plant and earn some percentage of commission. Milk is collected twice 10

a day.Up to June 30, 2002 Milk Plant Jalandhar has 738 functional societies out which 493 are working. While collection of milk, the fat contents of milk are properly tested in order the check the quality of Milk because the price is paid according to fat contents. CERBER & MILKOTESTS are the tests applied to test protein and fat contents in milk.1.9.4 Chilling Station There are three chilling station working under this plant; these are Batala, Kahunwan, and Tugalwada. The motive for opening these stations is to save the milk. The life of the milk is only five hour after it is collected. Some villages are more away from Jalandhar plant & transportation time is much higher than this time. So these chilling stations are opened to chill the collected milk. So the life of milk is increased against 5 hour. 1.9.5 Air Water Pollution ControlThe pollution created by boilers smoke & effluent discharge is checked as per the norms of the. Punjab Pollution Control Board, Necessary. Device have been installed with the start of these equipments the BOD of treated water being discharged into Municipal sewer is less than 30 i.e. well within norms. The treated water is used for irrigation purpose on the land of Milk Plant. Thus reducing pumping of water from earth strata. The cost of this is 27, 00,000. 1.9.6 General ManagerG.M. is the topmost authority in particular milk plant. He is the incharge of affairs of union in process provides due price to milk producers and assures good quality to the consumer at the most reasonable price.G.M. who is duly assisted by mangers of various line functional departments plus staff to carry out his task and any problem related to different departments are dealt by him.The name time periods of the G.M. are as follows:- 1. Dr. Virban Singh 903. Sh. K.K. Bali Dec 1990 to Dec 19935. S. Amrik Singh 1984 892. S. Surjit Singh Bhullar 1989 S. Amrik Singh Dec. 1993 946. Sh. S.K. Mahajan

11-06-90 to 04-10-904. Sh. G.S Dhari 01-09-1994 987. 11

13-09-94 988. S.R.S. Kalra 1-04-2004 till now

S. Amarjit Singh

1998-2002 31-03-2002 9. S. Kuldeep Singh

01-04-2002 -- 31-03-200310.

The aim of marketing is to understand the needs of consumer and

provide the market with appropriate products to fulfill those needs. Milk plant, Jalandhar has not a separate Marketing of products is done by sale department. The motto of sales is not just selling the products and fulfills consumer needs but making consumer crazy about Verka.The overall marketing is controlled by Milkfed, Chandigarh but all the dispatches are to be made by Milk Plant. Sales department appoints agents, which are also called as Dealers for supply of Milk products. At present city supply is done though 24 agencies and overall supply is done through 60 agencies. Verka Milk and Milk Products are also sold through Verka Milk Bars. Milk bars of the Jalandhar Milk Union are categorized as under:-Milk bars owned and managed by milk unions.Milk bars on rent and managed by milk unions.Milk bars owned by Union and managed by private agencies (licensee). Milk bars run on two shifts basis. One of the office staff is responsible for deploying staff in case of leave. Marketing of Milk products is done both by plant and the head office generally these products are sold through dealers. The dealers supply the products to different retailers and also sell them directly to consumer.1.10 MARKETING MIX OF MILKFED

Product, price, place and promotion are the core components of marketing objective. So it is essential to have complete knowledge of these aspects of an organization. So we discuss these 4 points of Verkas Marketing mix in detail.1. Product MixThere are 15 products of Verka Brand which are being manufactured at different Verka Plant in Milk Plant Jalandhar six Verka products are manufactured.Milk, Ghee, Curd, Paneer, Kheer and Dry milk are being produced at Jalandhar Milk Plant other milk products like table butter. Processed Cheese, SFM, Lassi, Mango Rasela, Ice Cream, etc. are being produced at sister concern plants of Mohali, Patiala and Jalandhar.The following table shows various details of products composition products packing is covered under price mix. 12

PRODUCT COMPOSITION

Product Full Cream Milk (FCM) Standard Milk (SM) Double Toned Milk (DTM) Lassi Kaju Pinni

Composition 6.5% Fat + 9% S.N.F. 4.5% Fat + 8% S.N.F. 1.5% Fat 9% S.N.F. Toned Milk + Water + Sugar = Curd Milk+Fat+Wheat+Sugar+Sugi+Besan+Edibl e Oils +Flavor

Butter

80% (Min) Fat +16 Moisture+ 3% salt + 0.1% Max

Paneer Curd Pure Ghee Mango Rasela

26.27% Fat + 45% Moisture + S.N.F. Toned Milk + S.N.F. 99-99.8% Fat 0.5% Moisture (Max) Water + Sugar + Mango Pulp + Citric Acid + Vitamin C.

S.F.M. W.M.P.

Sugar + D.T.M. 26%Fat + 26%Protein + 37%Lactose + 70%Mineral

S.M.P. Milk Cake Ice Cream

Fat 0.5% (Max) + Moisture 5% Fat (19%) (Min) + Sugar 26% (Max) Fat 10% (Min) + Sugar 15% (Max)

2. Price Mix Pricing Policy 13

The decision about the liquid milk pricing in taken by a Committee of the following persons:Chairman of the Milk UnionOne Board of DirectorGeneral Manager (Final Approval Authority)Manager (Finance & Accents) andIn-charge Sales & MarketingThe main criteria for pricing are the price charged by neighboring milk union & profitability of the concern. The Jalandhar market in quite price sensitive. Price payable by market is also taken into consideration while fixing price is set in consonance.Here under, the table is showing the prices of various products which are charged by Verka milk plant Jalandhar with basis rate, sales tax F.O.D. distributor margin retail margin maximum retail price & milk bar price. Rates are listed according to packing in the table. 3. Place Mix

Distribution channelThe Jalandhar Milk Plant has a particular dispatch section which is response for distribution of milk. The milk union has appointed private agencies who are also called as dealers for supply of milk & milk production to ultimate customer. There are two types of agencies one, which operate from structure.Constructed & allotted by Municipal Corporation & second which operate from their own shops. At present there are 24 dealers of Verka products in Jalandhar city & 56 in overall conferred.Verka inspector or field sales representatives cover dealers. They visit different routes everyday & collect demand of the dealers. These inspectors or field sales representative distribution the Verka products directly to the dealers collection of payment for same are also their reasonability. Jalandhar Milk Plant is increasing its private dealership and sale through it own milk bar by providing good commission and competing with private dairies and other competitors and by motivating its field staff. But some problems are undertaken to field staff.Unsold milk is not accepted back in any case.The spoilage if not genuine is not entertained. 3. 4. The return of spoil milk will be accepted only if there is any mass compliant. The leaked milk packets are taken only after quality check. So the filed staff had to deal

hardly in presence of old policies of sale and marketing.TransportationsMilk plant Jalandhar use private transporters as well as unions vehicle for supplying milk products of Verka to dealers to the city Verka plant.Floats a notice for hiring transportation. The tender which has 14

least cost of transposition is accepted. Dealers generally used their own transportation for supplying the Verka products to different retailers though Auto Rickshaw etc. 4. Promotion MixAdvertising Being Government sector organization advertising is usually given a limited budget which is 2 paisa by milk plant. Jalandhar and 2 paisa by dealer. Some grant is given by National Dairy Development Board (NDDB) also Verka dealers are provided with banners, sign boards and Retail shops are painted as Verka Milk Products to advertise Verka Products.Sales ForceField sales representatives or sales inspectors work as a sale force of the milk plant Jalandhar. They sell Verka products on their respective routes and also advertise Verka product with their pained vehicles. Sales inspectors are also the eyes and ears of Verka plant. They collect information about the demand of Verka products and Provide useful information to sales department for boosting the sales of Verka productFuture PlaningIn the future planning, there is a target to supply 90000 liters of Verka milk in Jammu and its surrounding township. The same quantity of liquid pasteurized & vitaminsed milk is also being supplied in the area of Chamba, Dalhousie and Dharamshala etc. The future efforts are to improve for good production as well as manufacturing practices which lead to milk no lead residue and less than I la/ml of SPM to meet the bench mark specified in codex standard. An advertisement campaign is being organized though the followings for education and awareness of Verka milk products to the consumers for quality in particulars:Animated advertisement boards at Batala and Jalandhar.Destruction of notebook stickers among children in school in public as well as slum area to them aware of Verka milk & milk products. Shop wall painting & glow sign boards are being affixed in various towns and cities covered under the programme for public awareness.

1.11 DETAILS OF OPERATIONS

15

a) Procurement- The milk plant, Jalandhar procure milk through co-operative societies. At the present the plant has the 738 societies. Firstly milk is collected by these societies then sent the milk to the milk plant Jalandhar in two times, morning and evening. The milk producers receive rate of milk from milk plant on the basis of fat.There are three milk-chilling centers at Batala, Kahunwan, and Tugalwada. Firstly milk is received at the chilling center and after chilling the milk. It is send to the milk plant, the purpose to setup the center are that, the societies are for away from the milk plant and milk is perishable in nature so to avoid the wastage of milk, the chilling center were setup. Firstly milk is received in dock through tempo in higher basis of routes. There are 3 seasons of milk Flush, average and Lean. The lean period is during April and July and this period supply of milk received in less quantity. The average is during August to November and in this period the supply of milk received is average. The flush is in winter and the milk is highly produced. b) Reception of milk- Reception of milk is done at the dock. Dock is like a station. The milk plant has two Docks, firstly milk is reached in the huge quantity, after this process milk is sent to the laboratory to find out fat and S.N.F. contents, then milk cans are washed by the machines and again these cans are kept in the carriers after this process tempo sheets are prepared. The numbers of milk cans of buffalo and cows milk are recorded on these sheets are sent to the societies for the information of quantity of milk. c) Processing All the received is passed on to the tank lying under the weighing bowl. Then the milk is immediately chilled and pasteurized. Pasteurization is a process which was found by Lous Pasteur. All the get during pasteurization.HTST (High Temperature Short Time) technique is followed where milk is immediately heated at 71C, held for 16 seconds and then chilled down immediately at 4C. After regeneration to 17C, or !8C, milk is sent to the required area for e.g. city supply, powder section, ghee section etc. In fixed production where the cream is separated and further process is carried on as required.1.11.1 Market served Domestic/ForeignThe success of a concern lies not only 16

in production, but also mainly in successful marketing.Marketing is the process getting the right goods to the right consumers at the right place at the right price.In Verka Milk Plant Jalandhar three types of tetra packs and other products are marked under the brand name VERKA, Jalandhar milk plant is solely responsible for the marketing of fluid milk products are marked by the Punjab state co-operative milk producers union ltd..1.11.2 Marketing of tetra packs In verka milk plant, Jalandhar tetra packs are

not manufactured here. The tetra packs are making in the Chandigarh and also distribute by the verka milk plant, Jalandhar. All types of tetra packs are sale through distributors and any person gets the supply direct from the verka milk plant Jalandhar Jalandhar directly. There are two only two distributors of tetra pack.One distributor has to follows the followings rules:1. He has to pay the all payment in cash. There is no any credit scheme.2. The total margin is 8% for the distributor, 16 % for the retailers.Return of tetra packs :Due to the expire time of tetra pack is 6 month, good packing and fresh supply from Chandigarh there is no replacement of the tetra packs.Exports Milk union is famous all over the country and outside the country for its quality of milk and milk products. It holds international quality certificates ISO 9002 and IS-15000 (HACCP). Due to these certificates its products are easily acceptable in the international market. It export Ghee to Dubai but no any tetra pack is export.Other informationProducts Manufactured and marketed by Milk Union, JalandharMilk plant, Jalandhar produces a variety of products which are available in different packing. Raw material for all these products is milk which procured from milk producers.Products manufactured by milk plant are: GheeButterSkimmed Milk Powder(SMP)PaneerDry milkBesides these

products milk plants sells various products procured from plants. It charges commission on the sale of the products.These products are as under:Flavored MilkFlavored Lassi Mango RassilaKheerKaju PinniIce Cream

17

1.11.3 Aims of Milk UnionEvery organization

is formed for achieving some objectives.

Setting of objectives and aims serves as guidelines for excellent or smooth working of the concern. The verka milk plant, Jalandhar was constituted to fulfill the following aims. To uplift social and economic status of the milk producers.To develop dairy as an industry allied to agriculture.To procure milk and execute marketing efforts so that milk producers get good prices of their milk.To provide better quality cattle feed at reasonable prices.To increase the bargaining power of milk producers at their doorsteps.To provide veterinary aids to animals of milk producers at their Doorsteps.To create employment opportunities for rural youth by milk Production activities.

1.12 MILK PLANTS SALIENT FEATURESVerka Milk Plant has certain salient
features through which it is considered as top most Milk Plant in Northern India. Some of the silent features are given below:1. First Milk Plant In India to get ISO-9002 International quality Certification mark.2. Milk procurement highest among all the Unions in the State.3. Milk rate paid to the producers among all the unions highest in the state.4. 100% Milk Producers Cooperative societies are in profit.5. Milk procurement per society / per day highest among all the Unions in the state.6. Aggregate profit of the societies in any year is the maximum among all the Unions in the States.7. Customer satisfaction and consistency in quality is the key thrust area of the organization.8. Number of A.I Cases maximum among all the Unions in the States.9. Milk transportation cost lowest among all the Unions in the States10. Number of sick animals treated highest among all the Union in the state.11. Cattle feed sold to societies are maximum.12. F.M.D vaccination maximum among all the Unions in the State,13. Milk Chilling cost lowest among all the Unions in the State.14. Capacity utilization is maximum on yearly basis.15. Fuel cost per kg milk is lowest among all the Unions in the State.16. Embryo transfer technology introduced in the field for the first time Northern India.17. Electricity cost per Kg. Milk is lowest among all the Unions in the State.18. Leading Unions to state cooperative development programmed to strengthen the cooperative base at village level.19. Annual profitability highest among all the Unions in the state. 18

ISO-9002, IS-15000(HACCP):- Milk Plant Jalandhar is Indias first Milk Plant to get this certificate of international quality standards. It is provided to a concern, which has established specialization in quality and prices and able to use its full installation production capacity.

IS-15000(HACCP):- Milk Plant Jalandhar has also got these international quality certificates, which allow it to sell its products at international levels. It actually called. International Standard-15000 (Hazard analysis and Critical Control Point).1.13 ORGANIZATIONAL

STRUCTURE
In the organization of milk plant, Jalandhar, the test of management and direction of subordinates of subordinates is divided according to the type of work involved. All activities are grouped together according to the certain function like production, marketing, finance, personal etc. and put under the charge of different persons. The person in-charge of a function is a specialist in it and brings out the best in him.The members of the milk societies select through the top management of Milk Plant. Now the question arise that how the milk societies are formed. So firstly, the field staffs of Milk Plant visits the various villages for encouraging people to make cooperative department to purchase milk from villages. Minimum 35 members are required for making a society. To become the member of the society a person has to pay Rs.10 as membership fees and other purchase a share of Rs.1. At present there are 72500 members of the milk societies. Organizational structure is a systematic combination of people function and physical facilities. It constitutes a formal structure with defined authority and clear responsibilities. Each and every person is given a job and then authority is assigned to him for the job, he is made responsible for the job. The structure and process by which a cooperative group of human beings the organizing structure aims at saying. EACH ONE FOR JOB AND JOB FOR EACH ONE Organizational structure of milk plant: Its board consists of 18 directors. They appoint General Manager and chairman. Then there are different Departmental heads like Accounts Manager, Production Manager, Marketing Manager & Purchase Manager etc. these heads have deputy manager for there assistant. 19

Chapter II Review of Literature

20

Review of literature

Amp (1991) studied the Consumers' variety seeking tendency (intrinsic desire for variety) is recognized as an important characteristic that influences consumers' electronic choice behaviour. Empirical studies in economics and marketing have not specifically focused on this consumer characteristic, but instead have approached the issue from the overt behaviour side. Given the great many factors that may underlie variation in behaviour, intrinsic desire for variety cannot be validly derived directly from observed behaviour. Instead, a measure specifically tapping this consumer characteristic is required. In this paper a scale (VARSEEK) for measuring consumers' variety seeking tendency with respect to foods is developed. The construct validity of this VARSEEK-scale is investigated extensively and managerial implications are

discussedMukharje (1995) studied that two-equation bivariate probit model was formulated to analyze simultaneously consumers' preferences and attitudes toward organically grown produce (OGP). Results suggest that consumers who are nutritionally conscious, concerned about the use of pesticides, and wanting produce tested for freedom from residues would have a higher Propensity to prefer OGP. Among the potential buyers, consumers who are white, bettereducated, and have large families are more likely than others to tolerate sensory defects. The study suggests that testing and certification, sensory qualities, and competitive pricing are the most important factors that would enhance the marketing potential of OGPChandersekaran (1996) The researcher research on the topic CONSUMER BEHAVIOUR AND BRAND PERFORMANCE TOWARDS THE ONIDA T.V the objective of the research was to study consumer satisfaction and brand loyalty of the respondents toward the Onida T.V. For this researcher collected primary and secondary data from the sources. The research methodology adopted by the researcher includes chi-square test, percentage, arithmetic mean, correlation, and variance. The researcher founded that favorable appreciation response was received from the customers. Study also certifies that consumer behavior is unpredictable one in any kind of the marketKathirvel (2007) The researcher research on the topic CONSUMER BEHAVIOUR AND BRAND PERFORMANCE TOWARDS THE ONIDA T.V the objective of the research 21

was to study consumer satisfaction and brand loyalty of the respondents toward the Onida T.V. For this researcher collected primary and secondary data from the sources. The research methodology adopted by the researcher includes chi-square test, percentage, arithmetic mean, correlation, and variance. The researcher founded that favorable appreciation response was received from the customers. Study also certifies that consumer behavior is unpredictable one in any kind of the market.Yadav (2008) The research on the on the topic CONSUMER SATISFACTION IN SBI the objective of the study is to made analyse with regard to the assessment of services provided by SBI to the customers. The research methodology used by researcher includes collection of primary and secondary data. Primary data has been collected from the existing customers of SBI. Data collected has been analyzed by researcher through tables, graphs and pie charts. By the researcher found that the expectations of customers of SBI are met to a limited extent.Reddy (2009) The researcher research on the topic CUSTOMER SATISFACTION OF NOKIA MOBILE HANDSET USERS the objective of the research is to study the satisfaction level of the customers, awareness of customer about the products and to predict the consumer behavior. For this researcher collected primary data and analyse it with the help of tables, charts, bar graphs and pie charts. The researcher found that the product awareness about the nokia product is high as compared to others. It is also concluded that the consumer is influenced to buy nokia due to its brand image and also the satisfaction level of customers of nokia is high as compared to the others handsets in market.

Chapter - III
22

Need, Scope and Objectives of the Study

23

3.1 Need
The studies conducted earlier were related with the different products offered by verka .As this research is taking place to study the Consumer Perception And Retailer Preference Regarding Verka Products.

3.2 Scope
The scope of the study was limited to Jalandhar city only.

3.3Objectives
The objectives of the study were as follows: 1. To analyze Market share of verka milk in comparison to competitor. 2. To study the perception of consumer at Distt. Jalandhar egarding the selected products of verka. 3. To study the preference of retailers regarding the selected products of verka.

24

CHAPTER4RESEARCHMETHODOLOGY

25

Research Methodology
Research methodology is a way to systematically solve the research problem. The research methodology includes the various methods and techniques for conducting a research. Marketing research is a systematic design, collection, analysis and reporting of data and finding relevant solution to a specific marketing situation problem As According to D. Slesinger and M. Stephenson in the encyclopedia of social sciences define Research as the manipulation of things, concepts or symbols for the purpose of generalizing to extend, correct or verify knowledge, weather that knowledge aids in construction of theory or in the practice of an art Research is, thus an original contribution to existing stock of knowledge making for its advancement. The purpose of research is discovering answers to the questions through the application of scientific procedures. Our project has a specified framework for collecting data in effective manner. Such framework is called Research Design. The Research process followed by us consists of following steps: 4.1 Research Design Research design is an arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy on procedure. The research problem having been formulated in clear-cut term helps the researcher to prepare a research design. The preparation of such a design facilitates in conducting it in an efficient manner as possible. It is a blue print for the fulfillment of objectives and answering questions. 4.1.1 Descriptive Research The research was descriptive research as it was concerned with specific predictions, with narration of facts. In other words descriptive research is a research where in research has no control over the variable. He just present the picture which has already studied. 4.1.2 Conclusion Oriented Research The research was conclusion oriented because this research aimed at identifying the effectiveness of arcus services. In other words it is a research when we give our views about the research. 4.2 Sampling Design 26

A sampling design is a definite plan for obtaining a sample from a given population. It refers to the technique or the procedure the researchers adopts in selecting items for the sample. The following factors need to be decided within the scope of sample design. 4.2.1 Universe of study: The Universe of the study included clients of the verka. 4.2.2 Sample size: Sample size is the number of elements to be included in a study. Keeping in mind all the constraints 150 respondents was selected. 4.2.3 Sample unit: Sampling unit is the basic unit containing the elements of the universe to be sampled. The sampling units of the study were the clients of verka. 4.2.4 Sampling technique: Sampling technique used was convenience sampling. 4.3 Data collection and analysis There are two types of data sources. These are: 4.3.1 Secondary data Secondary data are those which have already been collected by someone else which already had been passed through the statistical process. In this research project secondary source used were books, online journals and websites. 4.3.2 Primary data Primary data are those which are collected fresh and for the first time and thus happen to be original in character. Primary data has been collected by conducting surveys through questionnaire, which includes line scale questions and both open ended and close ended questions. 4.4 Tools of Presentation and Analysis To analyse the data obtained with the help of questionnaire, following tools are used. 4.4.1 Tools of Presentation

27

It means that tools were used to present the data in a meaningful way so that it becomes easily understandable. In this research tools used were tables and graphs. 4.4.2 Tools of Analysis In this research the tools of analysis used were factor analysis. For this purpose, SPSS software was meticulously used. 4.5 Limitations of the Study Due to constraints of time and resources, the study is likely to suffer from certain limitations. Some of these are mentioned here under so that the findings of the study may be understood in a proper perspective. The limitations of the study are: (i) Time Factor: The research was carried out in a short period. Therefore the sample size and the parameters were selected accordingly so as to finish the work within the given time frame. (ii) Inadequate Data: The data provided was not sufficient due to which the generalizations cannot be made. (iii) Biasedness: The information given by respondents might be biased. Some of them might not be inserted to give correct information. (iv)Lack of Knowledge: Some of the respondents could not answer the questions due to lack of knowledge. (v) Lack of Scientific method: The lack of scientific training in research methodology was great impediment in the research program. The limitations were faced as they were integral part of the research. However they did not affect the quality of analysis and presentation of the finding.

28

CHAPTER-5DATA ANALYSIS&INTERPRETATION
Survey Results for the Consumer
Q1. Do you use the dairy products? TABLE 5.1- This table shows how many respondents use dairy products. Attribute Yes No Total Number of Respondents 100 0 100 Percentage (%) 100% 0% 100%

Figure5. 1- Shows that all the respondents use dairy products. Analysis and Interpretation- Since only those respondents who use manufactured dairy products were questioned, therefore number respondents who use dairy products was 100. A person who was not using the dairy products was not considered.

29

Q 2- Which Companys dairy products do you use? Please rank?

TABLE 5.2- This table answers which companys products are preferred by the consumers on first number. Company Verka Nestle Amul Reliance Total Number of Respondents 70 9 7 14 100 Percentage (%) 70% 9% 7% 14% 100%

Figure 5.2- Answers which companys products are preferred by the consumers on first number.

Analysis and Interpretation - This question was asked to know the market share of dairy company. In which 70% of consumer have selected the Verka, 9% Nestle, 7% Amul and 14% Reliance.

30

Q 3- Please tick the name of the products used by you?

TABLE 5.3- This table shows how many consumers uses which type of Tetra pack of verka. Product Flavored Milk Flavored Lassi Mango Rassila Kheer Number of Respondents 50 38 7 5 Percentage (%) 50% 38% 7% 5%

Figure 5.3- Shows how much consumer use which type of Tetra pack of verka.

Analysis and Interpretation - The reason to ask this question was only to get the taste of the consumer regarding the selected products of the Verka among above four most preferred tetra pack is flavored milk 50% and least preferred is Kheer 5% only.

Q 4 How often do you use the products of verka? Mentioned below TABLE 5.4 - This table shows how many consumers uses which type of 31

Tetra pack of verka how often. Products Once in a week Flavored milk Flavored lassi Mango rasilla Kheer 17 7 3 0 More than once in a week 14 13 1 0 Once in a month 13 6 1 1 More than once in a month 4 5 0 0 Occa si -onall y 10 8 2 3

Figure 5.4 - Shows how many consumers uses which type of tetra pack of verka how often. Analysis and Interpretation - The reason to ask this question was to check the consuming pattern of the consumer here again the flavored milk is most popular in a week 17 consumer want to consume, 7 consumer flavored lassi, 3 mango rassila and nobody is interested in kheer. In overall from this question we can conclude that flavored milk again most popular and consumption is more in over all options.

Q 5- How much quantity do you use approximately in a month? TABLE 5.5- This table shows how much quantity of tetra pack of verka used by the consumers in one month. Tetra pack F milk F lassi 0-6 Packe ts 45 27 6-12 Packe ts 10 7 12-18 Packe ts 2 3 32 18-24 Packe ts 3 1 24--30 Packe ts >30 Packe ts 2 3

M Rassila Kheer

5 4

1 1

Figure 5.5- Shows how much quantity of tetra pack of verka used by the consumers in the one month.

Analysis and Interpretation - The propose was to know about the exact quantity consumption of the tetra pack by dividing into six different options starting from 0-6 to more than 30. 45 consumer were those who take 0-6 packets in a month, 27 were those who consume lassi, 5 were those who were interested in consuming mango rassila and only 4 consumer had replied for kheer.

Q 6 What do you perceive of the verka products? Table 5.6 Shows satisfaction level of consumers with the factors, which were related to buying behavior.

FACTORS Price Quality Brand Taste Availability

Response (%age) 25 45 5 15 10

Figure 5.6 Shows satisfaction level of consumers with the factors, which were related to buying behavior.

33

Analysis and Interpretation - The purpose of asking this question was to check the important factor of the satisfaction. In which 45 consumer were satisfied with the product because of quality, 25 with prices, and 15 with taste.10 with the availability and only 5 who were satisfied due to the brand name of Verka.

34

Q 7 How much are you satisfied with verka s products mentioned below? TABLE 5.7- This table shows satisfaction level of the consumers with the tetra pack of verka. Tetra packs Flavored milk Flavored lassi Mango rasilla Kheer Respond ent 52 37 8 3 Percentage (%) 52 37 8 3

Figure 5.7 Shows how many respondents were satisfied with of tetra pack of verka.

Analysis and Interpretation - The propose of asking this question was to check the satisfaction level regarding various selected by providing them five option out of only the high satisfied was taken for the conclusion of the result product 52% were high satisfied, 37% with lassi, mango rasilla 8% and with Kheer only 3%.

35

Q 8 Do you have any complaint regarding the tetra packs of verka ?

TABLE 5.8- This table shows how many complaint respondents have regarding the tetra packs of verka. Complaint regarding Quality Packing Availability Taste Total NO. OF RESPONSES 4 4 13 3 24 16.6% 16.6% 54.1 12.5 100% Percentage (%)

Figure 5.8- how many complaint respondents have regarding the tetra packs of verka.

Analysis and Interpretation - The reason to ask this question was only to make the improvement in the particular area where they have lacking but only 24 consumers had given their complaints. 3% had complaint regarding taste, 4% consumer had complaint with Quality, 4% regarding packing and the having problem with the availability.

Survey Results for the retailers

Q 1 How much old your business mention below?

36

TABLE 5.9- This table shows how many years old the business of the retailers. Years 05 5 10 10 15 15 20 20 25 25 30 => 30 No. of Response 8 9 11 5 5 7 5 50 Percentage (%) 16 18 22 10 10 14 10 100%

Figure 5.9- Shows how many years old the business of the retailers.

Analysis and Interpretation - The main purpose of asking this question was only to know for how long a retailer was in business and the range starts from 0-5 years and goes upto 30 years and the sample size of the retailer were 50 retailers

Q 2 Do you prefer keeping dairy products? TABLE 5.10- This table shows how many retailers are keeping the dairy products. Respondents response Yes No 50 --50 100% ---100% NO. OF RESPONSES Percentage (%)

Figure 5.10- How many retailers were keeping the dairy products.

37

Analysis and Interpretation - The purpose of asking this question was to check the retailer was in a business of dairy products. And only those retailers were being considered in this that was in dairy business. The entire 50 retailer were in dairy business.

38

Q3. Do you sell the product of following brands TABLE 5.11-This table shows how many retailers are keeping the products Brand of other Nestle Amul Bartiania Uttam Reliance Milkfood No of retailers 10 15 5 6 10 4 companies. Percentage (%) 20 30 10 12 20 8

Figure 5.11- Shows how many retailers are keeping the products of other companies. Analysis and Interpretation - The purpose of asking this question was to know the competitors brands of the verka in the market and how many retailers were selling the competitors brand 10 deals with nestle,15 deals with amul, 5 with britania, 5 with uttam, 10 with reliance, and 4 with milkfood.

39

Q 4 Do you keep the products of verka?

TABLE 5.12- This table shows how many retailers keep the products of verka. Respondents response Yes No Total 50 0 50 100 0 100% NO. OF RESPONSES Percentage (%)

Figure 5.12 Show how many retailers keep the products of verka.

Analysis and Interpretation - The purpose of asking this question was to know how many retailers deal with the verka products. And only those 50 retailers were being taken for survey who deals in verka products

40

Q 5 Which of these products do you deal in?

TABLE 5.13- This table shows how many retailers keep the tetra packs of verka. . Products Flavored milk Flavored lassi Mango Rasilla Kheer Others (milk, butter, dahi, paneer etc.) Figure 5.13 Shows how many retailers keep the tetra packs of verka NO. OF RESPONSES 50 50 15 3 50

. Analysis and Interpretation - The purpose of asking this question was to know that how many retailer deals in verka Tetra packs. Out of those 50, 33retailer deals in flavored milk and lassi, 12 deals in above two and also with mango rasilla and 3 were those who deals in all the above four products of the Verka.

Q 6- Do you get the supply in time?

TABLE 5.14- This table shows how many retailers keep the tetra packs of verka. 41

Response Yes No Total

No. of responses 33 17 50

Percentage (%) 66 34 100%

Figure 5.14 Shows how many retailers keep the tetra packs of verka.

Analysis and Interpretation - The purpose of asking this question was only to check out the retailer was able to get the supply on time or not. Only 33 retailers were getting the supply of tetra packs on time and rest 17 were not able to get the supply.

Q 7 If no please tell how much time

TABLE 5.15- This table shows how much time retailers are get the supply late. Time in days 1-3 days 4-6 days 7- 9 days No of respondents 26 11 --42 Percentage (%) 52 22 ---

Occasionally Not coming Total

8 5 50

16 10 100%

Figure 5.15 Shows how many retailers keep the tetra packs of verka.

Analysis and Interpretation - The purpose of asking this question was to check how many retailers get the supply of Tetra packs on the routine bases. Out of which only 26 were those who get the supply on the routine, 11 are those who get supply in a week and 8 are those who get the supply occasionally and 5 were those who never got supply by verka they always purchase the tetra packs from the counter

43

Q 8 How much you satisfied with verkas products mentioned below? TABLE 5.16- This table shows satisfaction level of the retailers with the verkas products. Products Flavored milk Flavored lassi Mango rasilla Kheer Retailers 47 50 15 3 Percentage (%) 94 100 30 6

Figure 5.16 Shows how satisfaction level of the retailers with the verka s products.

Analysis and Interpretation - The purpose of asking this question was to check the satisfaction level of the retailer in terms of sale 50 persons were satisfies with the lassi, 47 retailer were satisfied with flavored milk 15 are satisfied with the mango rasilla and only three retailer were those who were satisfied with the Kheer.

44

Q 9 How much you are satisfied with verkas selected products in the term of following factors:-

TABLE 5.17 - This table shows satisfaction level of the retailers with the factors that affect the behavior of retailers. Products Quality Margin Supply Sales promotion Retailer 18 15 16 1

Figure 5.17 Shows how satisfaction level of the retailers with the factors that affect the behavior of retailers.

Analysis and Interpretation - The purpose of asking this question was to check that factor which affects the behavior of the retailers to purchase the product again and again 18 prefer due to quality, 15 due to margin, 16 due to supply and only 1 due to sales promotion.

45

Q 10 Please tell the approximate sale of verkas products according to the sale? TABLE 5.18- This table shows approximate sale of the tetra packs of verka in the summer and winter seasons. Season Summer Winter Percentage (%) 42 8

Figure 5.18 Shows approximate sale of the tetra packs of verka in the summer and winter seasons.

Analysis and Interpretation - The purpose of asking this question was only to know about the sales in summer and winters. Out of these 50 retailers 42 sell the tetra packs in summer season but 8 were those who sell the tetra products in winters also.

46

Chapter- VI Findings of the Study

47

FINDINGS of the Study

Based on the detailed analysis and interpretation of the data collected, this above presents a summary of the research through the following conclusions related to the area of study: -1. In the Jalandhar city the citizen preferred the products of the verka. Verka had good brand in Jalandhar city. Other brands like nestle, amul, reliance were lower than the verka Consumers prefer verka more than other brands because it is a local company.2. Flavored milk was a used more than flavored lassi, mango rasilla and kheer. It was consumed by more than 50% consumers.3. Flavored milk and flavored lassi consumers used daily, weekly and monthly. But the consumers use mango rasilla and kheer occasionally.4. Consumer were satisfied with price, quality, taste, availability and self-life of product consumers were dissatisfied with the quantity.5. Only some citizens were not use flavored milk and flavored for the reason of awareness, packing, quantity and availability. Many citizens were not use mango rasilla and kheer for the reason of awareness, packing, quantity and availability and quality.6. more complaint of quality, packing and taste. 7. from outside of milk plant Jalandhar. Consumers had

Consumers more buy the tetra packs verka

ChapterVIIConclusion&Recommendations

48

7.1 CONCLUSION OF THE STUDYFrom the above study it was clear that the in
todays time there is severe competition in every field and the milk industry is also facing a lot of competition as we know competitor can pause some threats to the organization as well as they provide us some opportunities. An organization can store over its competition either by enhancing the quality of the products, reducing the price, heavily spending promotional activities or having a effective distribution network. In the Jalandhar city the citizen prefer the products of the verka. Verka has good brand in the Jalandhar city. Other brands like nestle, amul, reliance are lower than the verka. Consumers prefer verka more than other brands because it is a local company. Consumer are satisfied with price, quality, taste, availability and self-life of product. The margin offered by verka to retailers on the tetra packs is less than others brands.

7.2 RECOMMENDATIONS
1. Citizens have less awareness about the tetra packs of verka, so the advertising budget has to be increased. 2. The replacement option of tetra packs and other products should be made if needed. 3. The sales promotion schemes should be given to the retailers. 4. The supply of tetra packs of verka products should be increased from once to twice a week.

49

REFERENCES

50

References
Barksdale (1974). The Columbia Encyclopedia, Sixth Edition available at:

http://www.encyclopedia.com/topic/ Barksdale.aspx retrieved on, 15th September, 2011. Crane, F.G. (1990). The need for Corporate Advertising in the Financial Services Industry: a Case Study Illustration. Journal of Services Delvin, James F (2000). Adding value to retail financial services. Tlze International .Journal of Bank Marketing, Vol.18. No. 5, 222 - p232 Geiger Jackson (1975), (1975). The Columbia Encyclopedia, Sixth Sixth Edition, Edition, available available at: at: http://www.encyclopedia.com/topic/ Geiger .aspx retrieved on, 17th September, 2011. Marquetry, Columbia Encyclopedia, http://www.encyclopedia.com/topic/Jackson.aspx, retrieved on, 17thSeptember, 2011. Lewis (1995), The Columbia Encyclopedia, Sixth Edition, available

at:http://www.encyclopedia.com/topic/Quezon.aspx, retrieved on 18thSeptember, 2011 Ravisankar (1985), The Columbia Encyclopedia, Sixth Edition, available

at:http://www.encyclopedia.com/topic/Quezon.aspx, retrieved on 18thSeptember, 2011. Sapele,(1990), The Columbia Encyclopedia, Sixth Edition available at:

http://www.encyclopedia.com/topic/Sapele.aspx, retrieved on 18thSeptember, 2011 Smith(1991), The Columbia Encyclopedia, Sixth Edition,The Columbia Encyclopedia, Sixth Edition. Copyright 2008 Columbia University Press. (Hide copyright information) available at: http://www.encyclopedia.com/topic/ copyright information). Smith, Anne M (1990). Quality Aspects of Services Marketing. Marketing Intelligence & Planning, Vo1.8, No.6 William, George K and B'arksdale, Hiran C. (1974). Marketing Activities in the Service Industries. Journal of Marketing, 65-70. Smith.aspx, retrieved on 18thSeptember, 2011The Columbia Encyclopedia, Sixth Edition. Copyright 2008 Columbia University Press. (Hide

ANNEXURE
51

QUESTIONNAIRE Questionnaire for citizens of Jalandhar. Q1 Do you use the dairy products? 1 Yes ( ) 2 No ( )Q 2 Which

Companys dairy products do you use? Please rank?1 Verka 2 Nestle 3 Amul 1 Flavored 3 2 No ( milk

4 RelianceQ 3 Please tick the name of the products used by you? 1 Yes ( ) Mango Rasilla ) Q4 2 No ( ) 1 Yes ( ) 2 Flavored lassi 2 No ( ) 1 Yes ( )

2 No ( ) 1 Yes ( )

4 Kheer

How often Do you use the products of verka? Mentioned below Once week in aMore thanOnce in aMore once month in thanOccasi -onally a

once in a week month

Flavored milk Flavored lassi Mango rasilla Kheer Q5 How much quantity do you use approximately in a month? 0-6 F milk F lassi M Rassila Kheer 52 6----12 12---18 18--24 24--30 >30

Q6

What do you perceive of the verka products? Excellent Good Average Fair Poor

Price Quality Brand Self life of

product Availability Quantify Taste

Q7

How much are you satisfied with verka s products mentioned below? Very Satisfied Satisfied Indifferent Dissatisfied Very dissatisfied

Flavored milk Flavored lassi Mango rasilla Kheer Q8 Do you have any complaint regarding? Quality Availability Q9 Yes ( ) Yes ( ) No ( )Packing Yes Yes ( ) ( ) No ( ) No ( )

No ( )Taste

Any suggestion, if you have? __________________________________________________________________ __________________________________________________________________

53

Personal Name_______________________Address____________________________Ph.No. _______________ Thanks for sparing few minutes to fill the Questionnaire. Children, Housewife, Young, Elder. Questionnaire for the retailers. Q 1 How much old your business mention below?0-----5 ( )15----20 ( )20----25 ( )25----30 ( ) =>30 ( )5-----10 ( ) ( Date/ July. /.

information

2011

)10----15

Q 2 Do you prefer keeping dairy products? 1 Yes ( ) product of following brands? 5. Reliance 2 No ( ) If no than go to question no.13 1. Nestle 2. Amul

2 No ( )Q 3 Do you sell the 3. Britania 4. Uttam

6. MilkfoodQ 4 Do you keep the products of verka? 1 Yes ( )

If yes continueQ 5 From how much time you are keeping the dairy products of verka mention below? 0-5 ( )5 - 10 ( )10 - 15 ( )15 - 20 ( )20 - 25 1 Yes ( ) ( )25 - 30 2 No ( 1 Yes ( ( ) ) )

Q 6 Which of these products do you deal in? 1 Flavored milk 2 Flavored lassi 2 No ( ) 1 Yes ( ) 1 Yes ( ) 2 No ( ) 1 Yes ( )

3 Mango Rasilla 2 No ( ) 5

4 Kheer

others 2 No ( ) )

2 No ( )Q 7 Do you get the supply in time? 1 Yes ( ) ( )4-- 6 Days (

If no please tell how much time1 - 3Days Occasionally ( )Not coming (

)7- 9 Days (

)Q 8 How much you satisfied with verka s products

mentioned below? Very Satisfied Flavored milk Flavored lassi Mango rasilla Satisfied dissatisfied Very dissatisfied

54

Kheer Q 9 How much you are satisfied with verkas selected products in the term of following factors:Very Satisfied Satisfied Indifferent dissatisfied Very dissatisfied Quality Margin Supply Sales promotion Q 10 Please tell the approximate sale of verkas products according to the sale? Summer High 5 4 3 2 1 low

Winter

Not know 5

low

Q 11 Why are you not selling the products of verka?1 Awareness ( ) No ( )2 Margin Yes ( No ( )5 Replacement ) Yes ( ) No ( )3 Quality Yes ( No (

Yes

No ( )4 Sales promotion scheme Yes ( )

)Q 12 Do you

have any complaint regarding? Quality 2 No ( 1 Yes ( )Supply ) 2 No ( ) 1 Yes ( ) 2 No ( ) If yes 1 Yes ( ) 1 Yes ( 2 No ( ) )Packing 2 No ( )Taste 1 Yes ( )

Q 13 Do you want to become a retailer of verka?

than signature and stamp. Q14 Any suggestion, if you have? __________________________________________________________________ _______________________________________________________________________

55

_______________________________________________________________________ ________________________________________________________ Personal information

Name_______________________Address___________________________________________ __________Ph.No. _________________________ Date/June.July. sparing few minutes to fill the Questionnaire. /. 2011Thanks for

56