Kolhapur

Shivaji University,

INTRODUCTION
The study of Warana milk and milk product in Sangli area is my project study. Survey is one of the important opinion or behavior about the quality, test, packaging, and price when they purchase the product. This collected information is used in all marketing plans, policies, programs and procedures. The survey of consumer behavior has been conducted in Sangli area. The questionnaires for survey were developed by discussion with guide, friends and marketing manager of Warana dudh Sangh. In this survey actual consumers were surveyed.

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OBJECTIVES OF THE STUDY: -

The market research is an important element of the process of marketing. Market research includes the complete analysis of the market. The main purpose of the market research is to know about consumers and the markets of its products or services. Because of market research the marketer may come to know the shortcoming in this product of policies and strategies and can make the improvement to make them effective.

The main objectives of the study are as follows:-

1) To study the customers needs, wants and opinion about the Warana milk and milk product. 2) To analyze the market availability for milk products of Warana dairy in Sangli City. 3) To study the factors necessary for increasing the sales volume and evaluate the Warana customer who are shifting to other brands. 4) To find out preferences of attributes consumer like most in the milk products.

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RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. Marketing research is the systematic objective and exhaustive search for and study of all facts relevant to any problem in the field of marketing. Marketing research is the systematic collection recording, analysis, interpretation and reporting of necessary information and data about existing and potential customers. The main of objective of marketing research is to frame new policy or modified the existing marketing policies, strategies and programmers. The data collected by survey method using the questionnaire as an instrument. The data is processed and analyzed. The last step is the marketing research process is interpreter the data after that report writing all recommendations. Suggestions and collected data should be presented in such a manner that can easily understand it.

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MARKETING RESEARCH PROCESS :

DEFINING THE PROBLEM

DEVELOPING THE RESEARCH PLAN

COLLECTING THE INFORMATION

ANALYZING THE INFORMATION

PRINTING THE FINDINGS

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SOURCES OF THE DATA

The main sources of the data are:A. Primary Data B. Secondary Data PRIMARY DATA: The primary data are those which are collected a fresh and for the first time and thus happen to be original in character. Marketing research project involves primary data collection. It is more costly process but data was very useful to handle the problem. The primary data should be collected either through observation of through direct communication with respondents in on form or another or through personal interviews. In this survey through the dealers actual consumers also surveyed. Its instrument was questionnaires and contact method was personal. To know the Reaction of the customer or to know how people feel about particular product of warana milk and primary data is collected in this way. The primary data gives the first hand information regarding the problem and also discussion with the concerned people of organization in this all-50 respondents were interviews near the dealer center in short time. Theyre occupations, income and their awareness and their opinion about warana milk products etc. are asked more details can be found about in the questionnaire.

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B) SECONDARY DATA: Secondary data consist of information that already exists to serve the purpose. Secondary data provides a starting point for research and offer the advantages of lower cost and quicker availability. Some information may be gained from secondary sources such as population and income statistics some daily news papers, monthly magazines, the economic times, financial express etc. are important source of useful information, secondary data source are mostly published materials. Here the relevant secondary data was collected through the available literature from organization in the form of annuals and journals.

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SCOPE AND IMPORTANCE OF STUDY:This study focused on the consumer expectation in concern to products of Warana Dudh Sangh Ltd. This study is also focuses on the problem faced by the consumers. Through this study, researcher will know about the consumers opinion regarding the quality, price, packing of Warana Milk Products. This study is also important to the researcher as this study gives the information of the behavior of the consumers in concern to Milk Products. This study is also important to others as this study gives the valuable information about consumer expectations, needs and wants. This study is also important to company because by referring this project they will know their market share and demand of their products.

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LIMITATIONS OF THE STUDY The limitation of the study is as follows.

1. The conclusion drawn from he survey is limitated for the area covered under study, which may not be applicable to other regions. 2. As the population of Sangli is very large, it is just not possible to approach more customers for this purpose. 3. Due to some unknown reasons some customers were not able to give fall information about the study. 4. In this project work market survey is necessary but is time consuming and very costly.

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INTRODUCTION TO ORGANISATION
Shri Warana Shahakari Dudh Utpadak Prakrriya sangh has been established in year 1968.Salient feature of the organization introduction: Company profile or the salient features of the organization is the cater, which includes the detailed information of the organization. This chapter gives the history development and working process of the organization. In India the co-operative movement has been started in 1904. the few persons like Vittalrao Vikhe Patil, Gulabrao Patil, and Vaikunthal Mehata has participated for progressing the co-operative movement one of them was late Shri Tatyasaheb kore behind the foundation of Warana Dudh sangh , there was a great visionary strife, struggle of late Shri Tatyasaheb kore. The reputed, well-know movement or dairy project in co-operative world of India is shri warana shakari Dudh Utpadak prakriya sangh Ltd. Amrutnagar. Late shri Tatyashaheb kore founded the co-operative sugar factory in Warananagar in 1959 and it one started railing he set the pace and never looked farmer benefited by the sugar factory was hardly 15-20% it accentuate the gap between the lives of the people in cities and villages were also clear. There fore there was necessary of an economic development programmed to Coeur marginal farmers, landless labourless and other weaker sectors so as to improve their socio economic condition. The idea of implementing a project of dairy thus conceived to provide year round guaranteed market for the milk produced from distant remote villages of the area procure it transport it to the central Dairy process and market milk product in the metro pollution cities, so all people are celebrating their lives happily and with pride with the help of by products of Warana that is Warana dairy. Today there is great contribution of chairperson Shri vinay kore (minister Maharashtra state), vice-chairman Dr. B.R. Gulavani, managing directors as well staff. They have taken care to variety of schemes for the success of it. Quality is key word of warana is ahead to all other products is different in taste, quality to other products. So tremendous popularity is gained to it. Warana milk and milk products are the symbols of simple and clear philosophy of native people of warana.

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HISTORY & DEVELOPMENT:Warana dairy project enrisages an intensive and integrated approach for dairy development in its area of operation and accordingly has undertaken scheme of milk production improvements such as cross breeding of cows, upgrading of buffaloes veterinary services updated method of footer production and its own dairy plant for processing and manufacturing of milk products comprehensive sales organization is also established to arrange sale of milk products i.e., slammed milk powder, whole milk powder ,ghee, butter ,shrikhand etc. The agricultural finance corporation departments in 1972 approved the technical and economic feasibility report of Warana Dairy Project. The central Government issued factory license in 1973-74. Warana has incorporated the latest technology in its state of the art chilling and processing facilities, a compact automatic plan that not only pasteurizes milk but also produces a large range of milk product which include Skimmed milk powder, Whole milk powder, Ghee, Shrikhand, Malted Food, Cheese, Butter, etc. The dairy plant has a capacity to handle 4, 71, 371liters of milk of which 1,00,000 liters can be converted into milk products. The commissioning of Waranas dairy project has added an income of Rs. 185 cores per annum to the farmer population of 78 surrounding villages. Coupled with modern technology is the commitment to quality, most imperative for milk products, which requires sensitive handling. Each product is put through rigorous quality tests, does it go for packing. Dealers are also aware about the set standards of quality to ensure the customer gets nothing short of the best. An example of excellence is reflected in the trust the Indian Military has placed in Warana product Stamina, a malted product, for which it has placed a mammoth order of 550 metric tones.

Daily needs:-

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To procure collect test store and supply good clean milk and to various needs of daily farmers like cattle feed, medicine, concentrated seeds etc. societies are provided subsidy to construct building as per approved plans.

Training:Constant up gradations of employees skills& knowledge is achieved by imparting training in there respective fields like veterinary services accountancy, milk testing etc. Dairy organizes Various competitions and meals (get together) for quantities and qualitative improvement of milk yield and organizing all the aspect of working of society.

Power plant:To keep pace with the time Warana Dudh Sangh has imported power plant from Australia with its excellent capacity of 35 M.T. per day to run with better speed and technique.

Co-Generation plant:Cost of electricity and continuous electricity supply is the key factor in the cost of production keeping this in mind they installed 22 mega watt capacity co- generation plant which will ensure smother operation & gives self sufficiency.

Clean milk production:Under the technical expertise of national dairy development board they have commended clean milk production programme. The revolutionary concept is changing the scenario in the milk world aro

INFRASTRUCTURAL FACILITIES :1) Land & Building :

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Initially 50 acres land was taken on 99 year lease from Warana Sahakari Sangh, Warananagar in 1970 additional 35 acres land is acquired for future expansion. Main Dairy building, Ice Plant to produce 10 tones Ice per day and most essential staff quarters were built in 1975.these building have been All expanded in last 5 to 7 years according to requirement. Total building cost is Rs. 170 Lakh. 2) Milk Collection: Sangh started milk collection about 1,950 Liters on any average per day in the year 1970 and reached to 2,07,256 litres on an average per day in 1996-97 and now milk collection reaches 4, 71, 371 litres per day in 2003-04. 3) Malted Milk Food Project: Sangh had applied for license for the manufacture of Malted milk food and received Industrial License for the annual production of 500 tones in 1989. The cost of this project is around 3 crores. Sangh has started civil construction in 1990 and machinery erection etc. is started in 1991. The Sangh drope to complete the project in August 1991 and will be able to commence the productionin phased manner. 4) Marketing: In the year 1979-80 Sangh started marketing milk and milk products in local cities and Mumbai. There was very poor response at initial stage for milk and milk products. The Sangh was making heavy losses in sale of milk because of higher cost of transportation and less quantity of milk being sold.
The Sangh continued their sincere efforts marketing milk and milk products for and due to good quality milk, reasonable price, prompt consumers and thus sale of of milk started increasing day by day.

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The Sangh has started marketing of milk in Pune from year 199697 now they are forced to curb the activities of their sale because of the shortage of milk and milkproducts. Following are the some activities A) 1) At farmers level Sangh is giving subsidy on purchase cost for purchase of milk animals

2) Sangh has established independent cattle feed plant and a good quality cattle mizing feed is distributed at reasonable price at the door offarmers. the 3) Sangh has started a unique scheme named " Jivit Suraksha Yojana" for a milk producer in case of his death either natural or accidental. 4) Sangh is rendering free veterinary services to its milk producers through mobile, veterinary routes visiting villages once a week for treatment, operation and artificial inseminations. 5) Ladies Seminars The Sangh has arranging various ladies seminars at village level where all scientific information requiring day to day management about feeding and milking etc. for improvement of business. B) 1) At Society Level :Upto 25% subsidy is given for construction of office building by the milk society. 2) 3) 25% subsidy is given for the purchase of electronic milk tester for Fat analysis. Training is organised for society personal to train them in society management.

PRODUCTS OF WARANA DUDH SANGH WARANA MILK: -

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Fresh dairy milk of high nutritional value is their mainstay product. It is available as buffalo and cow milk. Daily about 2,00,000 liters of buffalo milk is supplied to Mumbai and 1,00,000 liters to other markets, in half liter and one liter packs. WARANA SHRIKHAND: A traditional product popular in western India, this fermented product contains useful lactic acid, bacteria and is made by mixing concentrated curd (chakka) with sugar, condiments, fruits, nuts etc. thus has the nutritional advantages of a fermented milk product and is rich in milk protein. Warana is the first organized dairy. In Maharastra to manufacture shrikhand on and industrial scale.Shrikhand is marketed in badam pista and kesar elaichi varaieties available in 100gm, 250gm, 500gm, plastic cupes and 100gm, 250gm, 500gm, in poly packs. Warana has proved to market leader in shrikhand. Characterized by a unique manufacture techniques that blends tradition with technology warana shrikhand has become the most popular brand available. Overall sales for 2006-2007 have crossed 2400 ML. as a today Mumbai alone consumes 3mt shrikhand everyday. WARANA AMRAKHAND: It is made from concentrated curd sugar and Alphanso mango pulp nutritional advantages available in 200gm and 500gm plastic cups.

WARANA TABLE BUTTER: -

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Traditionally know, as makhan butter has been an age old, everyday product through out the country. Hence the increasing demand for this product called for it to be manufactured at warana also available in packs of 100gm as well as 500gm. SKIMMED MILK POWDER: Manufactured by dry skimmed milk with spray drying technology after. Preconcentration rich in carbohydrate constitutes 3% moisture, 35%protein, 52% milk sugar and less than 1% fat total solids 97% stability of 99.5% shelf life of 12 months at room temperature available in 25 kg polythene liner also in 100 gm, 500gm and 1 kg poly packs. WARANA GHEE:Warana ghee keeps up the age-old values complete milk fats (99.7%) granular and white in co lour. Agmark special grade product shelf life of 6 months at room temperature available in 500 ml poly packs and 15 lit. Tin also. WARANA LASSI: This is a popular Indian fermented drink similar to liquid yoghurt. It is made from fresh cow milk by using lactic acid, bacteria and mixing sugar. It is then pasteurized homogenized and packed in pouches using from fill seal machine available in poly packs of 200ml. WARANA PROCESSED CHEESE: Processed cheese is manufactured using perfect blend natural Ripened cheese and fresh cheddar and other cheese contain fat 40 % on dry basis and is rich in proteins by 35% on dry basis.

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MAZZARDLA CHEESE: Manufactured using fresh pasteurized buffalo mazzarola is used mainly for pizza making the stretching and melting properties are maintained to give best use in pizza preparations. CATTLE FEED PLANT: A cattle feed plant is the main attraction of the dudh sangh. The name of the cattle feed plant is warana cattle feed. This cattle feed plant is successful in maintaining the brand image in the market. This plant is producing very good cattle feed. This cattle feed plant is having separate management staff. This cattle feed plant is having department of doctors for taking care of the cows and buffaloes. ICE FACTORY: The dairy is having its own ice factory, it is located inside the dairy plant. Ice is very useful in maintaining the temperature of the time of transportation. The production capacity of ice factory is ten tons per day. One piece of ice is about 50 kg in this way ice factory is one of the important salient features of the dairy plant.

MUMBAI BRANCH: - (Vashi)

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The warana dudh sangh has another branch at Mumbai at Vashi. Initially the sale of milk was 1200 lit. per day, but now the sangh have been reached up to 95,000 to 1,00,000 lit of milk per day in mumbai. To give maximum rates of the milk to the farmers, it is necessary to sale the milk in the big cities like Mumbai. After collection of the milk in the main branch of dudh sangh at Amrutnagar, the milk may be processed there and then transport to the Mumbai branch. The dudh sangh has used the tankers for transporting the milk from Amrutnagar to Mumbai. The milk is sold in Mumbai through the agents. The milk is sold in 500 ml packages in Mumbai. Likewise milk and other milk product of warana like shrikhand, skimmed milk powder, and ghee has also making a good market in Mumbai. In 1985 the Sangh has purchased cold storage having 10,000 ft. built up area and 3300 sq ft cold store area at Turbhe. Now the sangh has purchase app. 47000 sq. ft. land at M.I.D.C. Vashi and independent processing and packing station is to be established on this land. Almost workers and staff of Vashi branch have been given staff quarters in CIDCO premises at Vashi. Nehru and CBD etc. sangh own vending shops and broths have been started in this area.

Objectives of the organization: -

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1) The main objective of the dudh sangh is to give the maximum rates to the milk suppliers. Dudh sangh always think about the socio-economic development of rural farmers. 2) The next important objective of dudh sangh is to provide high quality of warana milk and milk products such as Srikhand, Lassi, ghee, etc. the dudh sangh always tries to improve the quality of the milk and milk product. 3) The one more important objective of dudh sangh is to serve the customers giving them good quality milk and milk products at reasonable price. 4) The next objective of dudh sangh is to give facilities of employees as for as possible. 5) The next objective of dudh sangh is to give the opportunity to the management staff as well as workers for more study on dairy and technology etc. 6) Another objective of the dairy is to expand the dairy plant. In this way above are the some important objectives of the dudh sangh

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ORGANIZATION CHART :-

Chairman

M.D.

Personnel manager

Purchase manager

Marketing manager

Finance manager & account manager

Transport manager

Administratio n manager

Assistant personnel manager

Assistant purchase manager

Sales manager

Dy. Manager A/C cost

Chief A/C Officer

Assistant Marketing Manager

Factory manager daily

Factory Manager Daily

O.C. Manager

Dy. Factory Manager

Manager of cattle feed

R.D. Officer

Production Manager

Assistant Q.C.

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THEROTICAL BACKROUND OF STUDY

CONSUMER BEHAVIOUR: Consumer behavior is defined as all psychological; social and physical behavior potential customer as they become aware of evaluate, purchase, consume and tell others about products and services. Each element of this definition is important.

1) Buyer behavior involves both individual (psychological) processes and group (social) processes. 2) Buyer behavior is reflected from awareness right through post purchase evaluation indicating satisfaction or non-satisfaction, from purchases. 3) Buyer behavior includes communication, purchasing and

consumption behaviour. 4) Consumer behaviour is basically social in nature. Hence social environment plays an important role in shaping buyer beheviour. 5) Buyer beheviour includes both consumer and business buyer behaviour.

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Process of Buying decision:Following is the process of buying decision

Marketing Other Stimuli Stimuli Product Economic Price Technological

Buyers Buyers decision Characters. Process. Cultural Problem Social Recognition Personal Information

Buyer Decisions Product choice Brand choice Dealer Choice Purchase Timing Purchase Amount

Fig. No.1 Buyer Behavior ( Marketing Management- Philip Kotler)

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MAJOR FACTORS INFLUENCING BUYER BEHAVIOUR:

The following figure present a detailed model of the factors influencing a consumers buying behaviour

Culture Social Culture Subculture Reference Groups Family Roles and statues Persona l Age and lifecycle stage occupatio n Economic Lifestyle Personali

Psycholo gical Motivati on Percepti on BUYER

Social class

Factors influencing buyer behaviour

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CULTURAL FACTORS:
Cultural factors exert the broadest and deepest influences on consumer

behavior

Culture:
Culture is the most fundamental determinant of a persons wants and behaviour. The growing child acquires a set values, perception preferences, and behaviour through his or his family and other key institution. A child growing up in America is exposed to the following values: achievement and success activity, efficiency and practicality. Progress material comfort, individualism, freedom, external comfort, humanitarianism, and youthfulness.

Social class:
Social classes have several characteristics. First persons within each social class tend to behave more alike than persons from two different social classes. Seconds, persons are perceived as occupying inferior or superior positions according to their social class. Third a persons social class is indicated by a number of variables, such as occupation, rather than by any single variable. Fourth, individuals can more from one social class to another up or down during their lifetime. The extent of this mobility varies according to the rigidity of social stratification in a given society.

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SOCIAL FACTORS: A consumers behavior is also influenced by such social factors as reference groups, family and social roles and statuses.

Reference groups:
Many groups influence a persons behavior. A persons reference groups consist of all the groups that have a direct (face-to- face) or indirect influence on the persons attitudes or behavior. Groups having direct influences on the person are called membership of the groups. These are groups to which the persons belongings and interacts. Some are primary groups, such as family, friends neighbor, and coworkers, with which interacts fairly continuously. Primary groups tend to behavior informal. A person also belongs to secondary groups. Such as religious professional, and trade union groups, which tend to be more formal and require less continuous interaction. Reference group influence changes as products pass through the products life cycle. When a product is first introduced the decision to buy it is heavily influenced by others. in the market growth stage, group influenced by other, but the brand chosen is less influences by other. In the market growth stage, group influences is strong on both product and brand choice. In the product maturity stage, brand choice but not product others heavily influence choice. In decline stage, group influences is weak both product and brand choices.

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PERSONAL FACTORS:
A buyers decisions are also influenced by personal characteristics, notably the buyers age and life cycle stage, occupation, economic circumstance, lifestyle, and personality and self-concept.

1) Age and life cycle stage:

People buy different goods and services over their lifetime. They eat baby food in the early years, most foods in the growing and mature years and special diets in the later years. Peoples taste in clothes, furniture, and recreation is also age related. Some recent work has identified psychological life stage. An adult experiences certain passages or transformations as they go through life. Marketers pay close attention to changing life circumstance divorces, widowhood, remarriage and their effect on consumption behavior

2) Occupation:
A persons occupation also influences his or her consumption pattern. A blue-collar worker will buy work clothes, work shoes, lunch boxes, and bowling recreation. A company president will buy expensive suits, air travel, and country club membership and a large sailboat. Marketers try to identify the occupational groups that have above average interest in their products and services.

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3) Economic circumstances:
Product choice is greatly affected by ones economic circumstances. Peoples economic circumstances consist of their spend able income (its level, stability, and time pattern), saving and assets (including the percentage that is liquid), debts, borrowing power, and attitude toward spending versus saving.

4) Lifestyle:
People coming from the same subculture, social class, and occupation may lead quite different lifestyles. A persons lifestyle is the persons pattern of living in the world as expressed in the persons activities, interests, and opinions lifestyle portrays the whole person interacting with his or her environment. Marketers will search for relationships between their products and lifestyle groups.

5) Personality and self concept:

Each person has a distinct personality that will influence his or her buying behavior. By personality we mean the persons distinguishing psychology characteristics that lead to relatively consistent and enduring responses to his or her environment. Personality is usually described, in terms of such traits as selfconfidence autonomy, deferences, sociability, defensiveness and adaptability. Many marketers use concept related to personality a persons self-concept (or self-image).

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PSYCHOLOGICAL FACTORS:
A persons buying choices are further influenced by major psychological factor motivation, perception. Learning, beliefs and attitudes.

Motivation:
A person has many needs at any given time. Some needs are bioorganic. they arise from physiological state of tension such as the need for recognition, esteem, or belonging. Psychologists have developed theories of human motivation. Three of the best known the theories of Sigmund Freud, Abraham Maslow, and Frederick, Herzberg-carry quite different implications for consumer analysis and marketing strategy.

Maslows Theory of motivation:

Abraham Maslow sought to explain why people driven by particular needs at particular times. Why does one person spends considerable time and energy on one person spends considerable time and energy on personal safely and another on pursuing the esteem of others? His answer is that human needs are arranged in a hierarchy, from the most figures. In their order of importance, they are physiological needs; safety needs social needs, esteem needs, and self-actualization needs. A person will try to satisfy the most important needs first.

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Maslows Hierarchy of Needs: 1) Perception:

A motivated person is ready to act. How the motivated person actually acts influenced by his or her perception of the situation. Why do people perceive the same situation differently? The fact is that we apprehend a stimulus object through sensations that flow through our five senses: sight, hearing, smell, touch, and test. However, each of us attends, organizes, and interprets these sensory data in an individual way. Selective attention people are exposed to a tremendous amount of daily stimuli. Selective Distortion Selective Retention

These perceptual factors selective exposure, distortion, and retention mean that marketers have to work hard to get their message across. That explains why marketers use drama and repetition in sending messages to their target market.

2) Learning:
When people act, they learn. Learning describes changes in an individuals behavior arising from experience. Most human behavior is leaning is produced through the interplay of drives, stimuli, cues, responses, and reinforcement. Learning theory teaches marketers that can build up demand for a product by association it with strong drives, using motivating cues, and providing positive reinforcement.

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3) Beliefs and attitudes:

Through doing and learning, people acquire beliefs and attitudes. These in turn influences there buying behavior. A belief is a descriptive through that a person holds about something. Attitudes lead people to behave in a fairly consistent way toward similar objects. People do not have to interpret and react to every object. In a fresh way attitudes economize on energy and though.

STAGES IN THE BUYING DECISION PROCESS:

Figure shows a stage model of the buying process. The consumer passes through five stages: problem recognition, information search, and evaluation of alternatives, purchase decision, and post- purchases behavior. Clearly the buying Process stages long before. But this is not the case, especially in low- involvement purchases. Consumer may skip or reverse some stages. Thus a woman buying her regular brand of toothpaste goes directly from the needs for toothpaste to the purchase decision, skipping information search and evaluation.

Need Recognitio n

Informatio n Search

Evaluation Alternative s

Purchases decision

Stages in buying decision process Marketing management- Philip Kotler

Post Purchase Behavior

1) Need recognition:

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The buying starts when the buyer recognizes a problem or need. Can be triggered by internal or external stimuli. Or a need can be aroused by an external stimulus. A person passes a bakery and sees freshly banked bread that stimulates her hunger. These stimuli can trigger a problem or need.

2) Information search:
An aroused consumer will be inclined to search for more information. Through gathering information the consumer learns about competing brands and their features. Therefore a company must strategize to get its brand into the prospects awareness set, consideration set, otherwise it lose its opportunity to sell to the customer.

3) Evaluation of alternatives:
There are several decision evaluation processes. Most current models of the consumer evaluation are cognitively oriented that is they see the consumer as forming product judgments largely on a conscious and rational basis. The consumer is trying to satisfy a need. The consumer is looking for certain benefits from the product solution. The consumer sees each product as a bundle of attributes with varying capabilities of delivering the sought benefits and satisfying this need. The attributes of interest to buyers vary by product.

4) Purchase decision:
In the evaluation stages the consumer from preference among the brands in the choice set. The consumer may also from a purchase intention to buy the most preferred brand. However tow factors can intervene between the purchases intention and purchase decision. These factors are shown in figure. The first factor is the attitudes of others. Purchase intention is also influenced by unanticipated situational factors. The consumer forms a purchase intention on the basis of such factors as

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expected family income, expected price, and expected product benefits. When the consumer is about to act, unanticipated situational factors may erupt to change to purchase intention.

5) Post-purchase behavior:
After purchasing the product, the consumer will experiences some level of satisfaction or dissatisfaction. The consumer will also engage in post purchase action and product uses of interest to the marketer. The marketers job does not end when the product is bought but continues into the post purchase period. Post purchases satisfaction After purchasing a product, a consumer from preference among the brands in the choice set. The closeness the buyers product exceptions and the products perceived performance. Post purchase Action The consumers satisfaction or dissatisfaction with the product will influence subsequent behavior. If the consumer is satisfied, he or she will exhibit a higher probability of purchasing the product again. The satisfied customer will also tend to say good thing about the brand to others. A dissatisfied consumer responds differently. The dissatisfied consumer will try to reduce the dissonance because a human being strives to establish internal harmony, consistency, or congruity among his opinions, knowledge, and values

DATA ANALYSIS AND INTERPRETATION

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4.1 Table showing the Percentage Analysis Of Income Group Of Customers: Monthly Income of Respondent Income of the Respondents (Rs. Per Month) Up to 2000 2000-4000 4000-6000 Above6000 Total No. Of Respondents 9 23 12 6 50 Percentage%

18% 46% 24% 12% 100%

up-to2000 2000-4000 4000-6000 a bove-6000

Above table & graph shows that Warana milk product majority of the respondents (46%) are from income level of 2000-4000.the medium respondents are (24%) from 4000-6000 than (24%),(12%) from the income above 6000 respectively. While only (18%) Respondent from the income levels of below 2000 chart no.1

Interpretation
Majority of the respondents coming from income group of 4000-6000

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4.2 Table Showing the Awareness of Warana Dairy product:

Sr. No. 1 2 3 4 5 6 7 Name of Product Milk Shrikhand Ghee Amrakhand Lassi Cheese Total No. Of Respondent 10 12 5 11 7 5 50 Percentage 20% 24% 10% 22% 14% 10% 100%

m ilk s ha hrik nd g hee a ra ha m k nd la s si chees e

The above table and graph shows that Warana shirkhand majority (24%) of respondents are aware about shrikhand (14%) aware about Lassi. The other product like Ghee (10%), milk (20%) having medium awareness from the respondents the amrakhand (22%) and cheese (10%) having lower awareness so this product having must be a effective advertisement. Shrikhand, Lassi, and ghee these Warana dairy products are known majority of families

Interpretation
Majority of the respondents aware about warana shirkhand.

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4.3 Table showing the analysis on quality of warana lassi;

Sr. No. 1 2 3 4 5 Quality Best Better Good Average Total No. Of Respondent 20 15 10 5 50 Percentage 40% 30% 20% 10% 100%

20 15 10 5 0 bes t better g ood a vera e g

The above table and graph shows that the 40% and respondent feel that warana lassi is best. They are regular customers of warana lassi, 30% families feel that warana respondent lassi is better and 20% respondents are feels that warana lassi is good they prefer for lassi. 10% respondent giving average respondent they are not regular user of warana milk product

Interpretation
Majority of the respondents said that quality of warana lassi is best.

4.4 Table Showing Analysis of quality of warana shrikhand

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Sr. No. 1 2 3 4 5

Quality Best Better Good Average Total

No. Of Respondent 25 18 4 3 50

Percentage 50% 36% 8% 6% 100%

25 20 15 10 5 0 bes t b etter good averag e

The above table and graph shows that 50% and respondent feel that warana shrikhand is best. They are regular customers of Warana Shrikhand, 36% families feel that Warana respondent ShriKhand is better and 8% respondents are feels that Warana Shrikhand is good they prefer for Shrikhand.6% respondent giving average respondent they are not regular user of Warana milk product

Interpretation
Majority of the respondent said that quality of warana shrikhand is better.

4.5 Table showing the analysis of quality of warana milk

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Sr. No. 1 2 3 4 5

Quality Best Better Good Average Total

No. Of Respondent 15 13 20 2 50

Percentage 30% 26% 40% 4% 100%

B t es B etter Good Av g era e

The above table and graph shows that 30% and respondent feel that warana milk is best. They are regular customers of Warana milk, 26% families feel that Warana respondent milk is better and 40% respondents are feels that Warana milk is good they prefer for milk 4% respondent giving average respondent they are not regular user of Warana milk product

Interpretation
Majority of the respondents said that the quality of warana milk is good.

4.6 Table showing the analysis of quality of Warana Ghee

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Sr. No. 1 2 3 4 5

Quality Best Better Good Average Total

No. Of Respondent 13 11 9 17 50

Percentage 26% 22% 18% 34% 100%

bes t better g ood a era e v g

The above table and graph shows that 26% and respondent feel that warana ghee is best. They are regular customers of Warana milk, 22% families feel that Warana respondent ghee is better and 18% respondents are feels that Warana ghee is good they prefer for Ghee 34% respondent giving average respondent they are not regular user of Warana milk product

Interpretation
Majority of the respondents said that the quality of warana ghee is better.

4.7 Table showing the analysis of quality of warana Cheese

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Sr. No. 1 2 3 4 5

Quality Best Better Good Average Total

No. Of Respondent 19 21 7 3 50

Percentage 38% 42% 14% 6% 100%

2 5 2 0 1 5 1 0 5 0 best better g ood a vera e g

The above table and graph shows that 38% and respondent feel that warana Cheese is best. They are regular customers of Warana Cheese, 42% families feel that Warana respondent Cheese is better and 14% respondents are feels that Warana Cheese is good they prefer for cheese 6% respondent giving average respondent they are not regular user of Warana Cheese.

Interpretation
Majority of the respondents said that the quality of warana cheese is best.

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4.7 Table showing the analysis of quality of warana Amrakhand.

Sr. No. 1 2 3 4 5 Quality Best Better Good Average Total No. Of Respondent 22 16 7 5 50 44% 32% 14% 10% 100% Percentage

b est b etter g d oo averag e

The above table and graph shows that 44% and respondent feel that warana Amrakhand is best. They are regular customers of Warana Amrakhand, 32% families feels that Warana respondent Amrakhand is better and 14% respondents are feels that

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Warana Amrakhand is good they prefer for Amrakhand 10% respondent giving average respondent they are not regular user of Warana milk product.

Interpretation
Majority of the respondents said that the quality of warana Amrakhand is best.

4.9 Table showing the analysis of quality of packaging of warana milk product:
Sr. No. 1 2 3 4 Quality Attractive Fair Not attractive Total No. Of Respondent 23 20 7 50 46% 40% 14% 100% Percentage

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a ctive ttra fa ir not a ctive ttra

The above table and graph shows that 46% and respondent feel that warana products packaging is Attractive. They feels that packaging is attractive and the product is safe in this pack 40% respondent feels that the packaging was Fair and 14% respondent feels that the packaging is not Attractive.

Interpretation
Majority of the respondents said that the quality of packaging of warana milk product is attractive.

4.10 Table showing the analysis of price of all warana products:

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Sr.no.

Price

No. Of Respondent

Percentage

1 2 3 4

Expensive Appropriate Cheap Total

12 30 8 50

24% 60% 16% 100%

ex pens ive appropriate cheap

The above table and graph shows that the percentage analysis of opinion about price shows that the majority of respondent (60%) were giving opinion as appropriate price of warana

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products that 24% of families are feeling that the price is expensive and only 16% of respondent were saying that the price is Cheap.

Interpretation
Majority of the respondents said that the price of all warana products is appropriate.

4.11 Table showing the analysis of availability of warana milk product:

Sr. No. 1 2

Near Available Yes No Total

Respondent 38 12 50

Percentage 76% 24% 100%

40 35 30 25 20 15 10 5 0 yes No

The above table and graph shows that Avaibility of warana milk product about (76%) respondent saying that is here available from their homes but (24%) people say warana milk product not here available.

Interpretation

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Majority of the respondents said that the availability of warana milk product is easily available.

4.12 Table showing the analysis of advertisement seen by customers

Sr. No. 1 2 3 4 5 Advertisement Media News paper Radio T.V. Banner Friend advice Total No. of Percentage 14% 24% 46% 12% 4% 100%

respondent 7 12 23 6 2 50

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Newspa per R dio a T .V. B nner a F riendsa e dvic

The above table and graph shows that the case of advertisement seen by respondent 46% were seen the advertisement on T.V. 24% respondent heard the advertisement on the radio. The percentage of respondent for newspaper advertisement is 14% and banner advertisement is 12% and only 4% respondent known the warana milk product from the friends advices.

Interpretation
Majority of the respondents said that the advertisement of warana milk product is seen on T.V.

FINDINGS
In research area, maximum (30%) customers are the employees of public sector while only 3% customers are student of buying warana milk and milk powder About 34% respondent are in the research area are not aware of warana milk and milk product.

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In research area, majority of respondent demanded warana Shrikhand and very less demand for warana milk powder.

For about packaging of warana milk and milk product, 37% feels that best packaging and 13% respondents giving average feeling.

For price of warana milk and milk product 60% respondent feels that the price of product may be average and only 16% respondent feels that the price may be low.

For the availability of warana products 65% respondents should getting near their living areas.

Due to the good quality of warana milk and milk product about 62% of customers prefer warana milk and milk product.

About the advertisement of warana milk product, 46% respondent should be effected by T.V. advertise and only 4% respondents should be motivate from friends advice.

SUGGESTION
In case of Lassi, the packaging of Lassi is not very effective, organization may try to change the packing and use the Tetra packing like fruity which is more effective and easy to handle than polythene bag. It is necessary to make the maximum customer awareness by adopting various programs and campaigns.

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One of the important suggestion from customers was the ghee must be made available in small quantity such as250 gm, 100 gm, 50 gm. Some discounts may be given on companies on special occasions.

Television and radio advertisement are so effective for warana product but even the T.V. and radio, no. of peoples should be read the newspapers but our organization give less newspaper advertise so increases the no. of colorful and attractive advertisement in newspaper.

No. of customers in research area warana milk product so easily from their living area. So organization may be increases the no. of dealers of warana product in that area.

CONCLUSION

Shree Warana Sahkari Dudh Utpadak Sangh Ltd,Warananagar plays a very important role in the co-operative sector. It satisfies the local as well as state level need of consumer by providing various milk and milk products. The cosumers also

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prefers to purchase the products of this organization. After the analysis researcher conclude that this organization satisfy the consumer needs.

QUESTIONNAIRE
Topic name:- consumer Behavior
1) Name: -.Age :-

2) Address: - .

3) Occupation:-

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4) How many members in your family? a] Adult 5) Approximate total monthly income? a] Up to 2000 c] 4000 to 6000

b] children

b] 2000 to 4000 d] above 6000

6) Which of the Warana milk product are you aware of? a] Milk b] Ghee d] Lassi e] Cheese

c] Shrikhand f] Amrakhand

7) Which of the Warana dairy product do you consume? a] Milkb] Lassi c] Ghee d] Shrikhand e] Amrakhand f) Cheese

8) What is monthly expenditure on dairy product? a] 0 to 200 d] 400 to 500 b] 200 to 300 e] 500 to 600 c] 300 to 400 f] 600 above

9) How did you come to know about Warana products? a] News paper b] Radio c] Banners d] T.V. e] Friends activity

10) Which other brands in this category are you aware of? a] Gokul b] Amul c] Chitale d] Yalgud e] Mayur f] Krishana

11) Approximate how much of the following do you consume every month?

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a] Milk d] Shrikhand f] Cheese

Ltr. b] Lassi

Ltr. c] Ghee Kg.

Ltr.

Kg. e] Amrakhand Kg.

12) Do you get Warana product in time? Near to your place. a] Yes b] No 13) What is your opinion about Warana product? A] Price Nature of the product Milk Ghee Shrikhand Amrakhand Table butter Cheese Lassi Expensive Appropriate Cheap

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B] Quality Nature of the Good product Milk Ghee Shrikhand Amrakhand Lassi Cheese Table butter Better Best Bad

C] Test

Nature of the Good product Milk Ghee Shrikhand Amrakhand Lassi Cheese Table butter

Better

Best

Bad

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D] Packaging

Nature of the Attractive product Milk Ghee Shrikhand Amrakhand Lassi Cheese Table butter

fair

Not Attractive

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14) Is change in packaging required?

a] Yes

b] No

15) Any suggestions

THANKYOU

BIBILIOGRAPHY

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Sr. No. 1

Book Name Marketing management

Author Name Philip Kotler

Marketing management

Ram Swami

Marketing management

S.A. Sherlerkar

REPORTS PROVIDED BY Shri Warana COMPANY Sahakari Dudh Utpadak prakriya Sangh ltd. Tatyasaheb Korenagar

Journals: Advertising Express. Semantics in Advertising Recent trends in Advertising

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