CONSUMER PERCEPTION ABOUT

VERKA PRODUCTS
Robin Gupta (130423361)
Introduction
The Punjab State Cooperative Milk Producers
Federation Limited popularly known as
MILKFED Punjab, came into existence in 1973
with a twin objective of providing
remunerative milk market to the Milk
Producers in the State by value addition and
marketing of produce on one hand and to
provide technical inputs to the milk producers
for enhancement of milk production on the
other hand.

Contd
First verka Milk Plant of the State was setup
near the Amritsar.The brand name of Milk
and Milk Products was adopted as
verka.Commissioning of the Plant was done
by Dairy DevelopmentCorporation in 1974.

Objectives of Milkfed
To provide remunerative prices to milk producers by value
addition and marketing of produce.
To provide technical inputs for enhancement of milk
production on the other hand.
To carry out activities for promoting production,
procurement processing and marketing of milk and milk
products for economic development of the farming
community.
To purchase and/or erect buildings, plants, machinery and
other ancillary equipment to carry out business.
To study problems of mutual interest related to
production, procurement and marketing of dairy and allied
products.

Company Profile
NAME: Verka Milk Plant.
ADDRESS: Verka Milk
Plant sirhind road, Patiala Punjab
RAW MATERIAL: Milk.
PRODUCTS: Pasteurized milk,
Special kheer, Ghee,
Curd, Cheese, Milk
Cake, Sweet flavored milk,
WORKING HOURS: 24 hours (2 shifts).
TOTAL WORKERS: 158
Capacity 1 Lakh Ltrs per day.

Profile of the unit
The elegant building situated on the Sirhind
road just before we enter in Patiala from
Punjab is that of Milk Plant. It started its
production in 1979. Its name was registered
as The Patiala Distt. Co-operative Milk
Producers Union Ltd. patiala. It has been
registered under Punjab Co-operative
Societies Act 1961 on 24 March 1973. This
union started its milk procurement from
March 1974.

Location and layout
Selection of routes
Main products manufactured at the
unit
Pasteurized Milk.
Milk Powder
KHEER.
Sweetened Flavoured
Milk (PIO).
Milk Cake.
Cheese.
Curd.

Marketing department
According to Prof. Phillip KotlerMarketing is
the human activity directed as satisfying
need and wants through the exchange
process.
Marketing is the process through which
producers and consumers of various goods
are brought together in an exchange
relationship and the transfer of ownership
takes place.
Domestic marketing
activities
Through telephone
Through supply
Payment and balance system
Return of milk
Advertisement and sales promotion
Research Methodology
There are two types of data sources:
Primary sources
Secondary sourcse
Data analysis and
interpretation
A questionnaire was developed to collect the
primary data.
Sample size of 100 respondents was
considered.
Patiala was selected as a geographical
location.
Are you the regular of consumer
of verka products?

95%
5%
Percentage
Yes No
Do you recommend the verka
product?


70%
30%
Percentage
Yes No
Do you aware about brands of
similar products?
85%
15%
Percentage
Do you satisfied with present
packaging of verka products?
40%
60%
Percentage
Yes No
You wants to vary the size? By
what amount?

0
5
10
15
20
25
30
35
40
45
300gm 500gm 1kg All
Percentage
Percentage
From where you purchase VERKA
products?
0
10
20
30
40
50
60
Agency Distributor whole seller Retail store
Percentage
Percentage
Are you satisfy with supply of
Verka products?

0
20
40
60
80
100
120
yes no
Percentage
Percentage
Are you satisfied with
quality of Verka products?
95%
5%
Percentage
Yes No
Do you want additional flavor?

75%
25%
Percentage
Yes No
Do you want additional
ingredients in the products?
92%
8%
Percentage
Yes No
Do you satisfy with price of
verka products?

85%
15%
Chart Title
yes no
Do you satisfy with price of
verka products?
85%
15%
Chart Title
yes no
DO you have any bad
experience with Verka?
85%
15%
Percentage
Do you satisfy with Verka?

94%
6%
Chart Title
yes no
Findings
The maximum no. of people in Patiala are the regular
consumers of verka products. Only 5% out of 100 are not
the regular consumers of verka products.
According to 100 respondents 70% says that they
recommend the verka products and rest 30% says that they
dont recommend it.
According to 100 respondents 85% says that they are not
aware about the brands of similar products and else 15%
says that they are aware.
According to 100 respondents 60 % says that they are not
satisfied with packaging and else says 40% that they are
satisfied with that.
Maximum people i.e. 40% want to vary the size of product
packaging in all variants i.e. 300 gm, 500gm and 1 kg.

Contd
Most of the consumers (55%) buy the products from the agency
and minimum i.e. 10% from the whole seller.
Almost all the respondents i.e. 98% are satisfied with the supply
of the verka products.
95% of the respondents are satisfied with the quality of the verka
products.
92% of the respondents are in favor of additional ingredients like
dry fruits in the products.
Majority(85%) of the respondents are satisfied with the price of
verka products. And the rest want the price to be round figured.
Very few respondents have bad experience with verka i.e. 15%.
On the whole 94% of respondents are satisfied with the brand
verka and its products.

Limitations
Due to patiala being a large city, it was not possible to
interact with people from all over the city or even
district.
Few consumers were reluctant to fill the questionnaire as
they perceived us as sale men and also shown reluctance in
giving their contact numbers.
Time period for the project execution was less as ample
time could not be given to each customer and vice versa as
they have to fulfill their other obligations also.
Interaction with dealers was also difficulty as they were
busy with their customers most of the time.
There is no measure to check out whether the information
provided by the consumers is correct or not.
Recommendations
Regarding products
Regarding place
Recommendations regarding
promotions
Using electronic and print media for
information dissemination.
Inviting people for plant visits on weekends.
Toll free telephone for customer feedback.
Recommendations regarding
pricing
Introduction of coupon system.
Pricing in round figures.