A project report on consumer satisfaction and awareness towards siddhadhara milk products

CONSUMER SATISFACTION AND AWARENESS TOWARDS
SIDDHADHARA MILK PRODUCTS

Contents
Sl. No. Titles Page No.

I
Chapter 1
• EXECUTIVE SUMMARY 7

• Statement of the Problem

II
Chapter 2
 Industry Profile 11
 Company profile 16
18
 Introduction to SSHUS
20
 Organization Chart
21
 Product details
24
 Functions of all departments

III
Chapter 3
• RESEARCH METHODOLOGY 35
43
• DATA ANALYSIS
57
• Findings
59
• Suggestions
60
• CONCLUSION
61
• BIBLIOGRAPHY

• APPENDICES

Babasbapatilfreepptmba.com
2


Chapter 1

• Executive summary

• Statement of the Problem

3


EXECUTIVE SUMMERY

4


The Siddeshwar halu utpadakar sang private limited is healthy organization, which is the
main branch in bijapur. There are 8 departments in siddeshwar sang.

Purchase, production, storage, quality control, finance, marketing, MIS, procurement and
input.

The main topic chosen for the study is consumer satisfaction and awareness

towards siddhadhara milk products and the sub topic in marketing. It refers to
know the function analysis of all department and to know the variable of marketing
department.

Milk is an essential Commodity and we can’t choose any market segment because all

people are our target customers. Now a day there is a neck to neck competition between

different brands of milk producers. Each brand his its own significance and is available

with some difference in Price, Quality and FAT content compared to competing brand.

Management Problem:

As there is a high demand for pasteurized milk now a days, but too the Company is

facing with the problem of decrease in sales of siddhadhara milk in the bijapur city.

Research Problem:

The study was made to understand the factors which have led consumer to buy the
siddhadara milk and the factors which have made consumer to adopt different brands
rather than Siddhadhara.

5


OBJECTIVES OF THE STUDY

As the partial fulfillment of M.B.A degree I have undergone in plant training in

siddheshwar milk sang. The area of study was distribution channel and the functional

analysis of the company. The objectives of the study were as following:

1. To determine the Awareness level of Customers siddhadara

Milk.

2. To determine the satisfaction level of Customers towards
siddhadara Milk

3. To study the factors influencing consumer to go for a
Particular brand.

4. To Know the consumer attitude towards siddhadhara Milk

Out come
a. 91% of the respondents are aware of SSHUS milk.

b. 56% of respondent are aware by milk brands names.

c. 62% of the respondents purchase siddhadhara milk.

Detailed findings are discussed in page 61

6


Chapter 2

 Industry Profile
 Company profile
 Introduction to SSHUS
 Organization Chart
 Product details
 Functions of all departments

7


Industry profiles

8


Development of dairy industry in India

During the pre-independence year there was no serious stress given to dairy industry. In

1886 the department of defense of the British government established the dairy farms for

the supply of milk to the British troops in Allahbad. Later, in 1920 serious steps were

taken by Mr. William smith, an expert in the dairy forming to improve the milk

production there was discrimination done to Indians hence this led to the rise of t5he first

milk union in India. in luck now in 1937 called the luck now milk producers corporative

union limited .

In 1946 amul ( anand milk udyog ltd) was started in Gujarat to bring up the economic

stability of villagers .

When the farmer minister lal bahaddur shastri visited the functioning as it was rendering

a social service to the society, which helped the villagers to come in the national

economic stream. The dairy and animal husbandry received serious attention after the

independence. There were lot many of progressive step taken by the government through

five year plans. This led to the formation of national dairy development board in 1965 &

thus in 1970 he decided to bring a white revolution” through out the country, initially 10

state were selected were for this purpose excluding

9


Karnataka in 1974 an integrated project was launched to restructure and reorganize the

dairy industry on co-operative principle pf AMUL and to lay foundation for new

direction in dairy industry.

NATIONAL DAIRY DEVELOMENT BOARD

HISTORY

The NDDB was found to replace to expiation with empowerment, Tradition with

Modernity, stagnation with growth, transforming dairy into and instruction for the

development of India’s rural people.

The NDDB was established in 1965: the board is registered under the societies

registration act and the public trust act, fulfilling the desire of the prime minister of India

__the late lal bahaddur shastri to extend the success of the kaira co—operative milk

producers union (AMUL) to other parts pf India. Dr verges kurien was the founder

chairman. The success combined the wisdom & energy of farmers with professional

management to successful capture liquid milk and milk product markets while supporting

farmer’s investment with input and services.

The National Dairy Development Board (NDDB) was founded in 1965 to replace
exploitation with empowerment, tradition with modernity, stagnation with growth,
transforming dairying into an instrument for the development of India's rural people.

10


The NDDB began its operations with the mission of making dairying a vehicle to a better

future for millions of grassroots milk producers. The mission achieved thrust and

direction with the launching of "Operation Flood", a programmer extending over 26

years and which used World Bank loan to finance India's emergence as the world's

largest milk producing nation. Operation Flood's third phase was completed in 1996 and

has to its credit a number of significant achievements.

As on March 2006, India's 1,17,575 village dairy cooperatives federated into 170 milk

unions and 15 federations procured on an average 21.5 million liters of milk every

day. 12.4 million farmers are presently members of village dairy cooperatives.

Since its inception, the Dairy Board has planned and spearheaded India's dairy

programmes by placing dairy development in the hands of milk producers and the

professionals they employ to manage their cooperatives. In addition, NDDB also

promotes other commodity-based cooperatives, allied industries and veterinary

biologicals on an intensive and nation-wide basis.

Dr (Ms) Amrita Patel is the Chairman of NDDB.

THE GROWTH

NDDB began its operations with the mission of making dairy a vehicle to a better future

for millions of gross roots milk producers. The mission archived helped to launce

11


“Operation flood “, a programmed extending over 26 year and with the help of word bank

loan India become the word’s largest milk producing country. As per March 2001India‘s

96000 dairy co-operative are integrated thorough a three tier co-operative structure. The

anand patter , which is owned by more than 10 million formers, procures an average of

1605 million liters of milk everyday.

The milk is processed and marked by 170 milk producers co=operative unions which in

turn 15 state cooperative milk marketing federation. Since its establishment the dairy

development board has planned and spearheaded India’s dairy programmer by placing

dairy development in the hands of milk producers and the professionals they employ to

manage their co=operative. In addition. NDDB also promotes other commodity based co-

operative, allied industries and veterinary biologically on an intensive and nation wide

basis. Dairy Cooperatives account for the major share of processed liquid milk marketed

in the country. Milk is processed and marketed by 170 Milk Producers' Cooperative

Unions, which federate into 15 State Cooperative Milk Marketing Federations.

The Dairy Board's programmes and activities seek to strengthen the functioning of Dairy

Cooperatives, as producer-owned and controlled organizations. NDDB supports the

development of dairy cooperatives by providing them financial assistance and technical

expertise, ensuring a better future for India's farmers.

Over the years, brands created by cooperatives have become synonymous with quality

and value. Brands like Amul (GCMMF), Vijaya (AP), Verka (Punjab), Saras (Rajasthan).

12


Nandini (Karnataka), Milma (Kerala) and Gokul (Kolhapur) are among those that have

earned customer confidence. Technical expertise of NDDB The Dairy Board's strength

lies in leveraging the capabilities of milk marketing federations and milk producers'

cooperative unions to bring high quality services and modern technology to the service of

rural India.

Our more than 40 years' experience helping to create a national network of dairy

cooperative institutions has been adapted and extended to other commodities and areas.

Our constant effort to learn and to enrich our experience, is central to our approach and

our capacities.

Achievement

A commitment to help rural producers help themselves has guided the Dairy Board's

work for more than 40 years. This commitment has been rewarded with achievements

made by cooperative dairies in milk production, employment generation, per capita

availability of milk, foreign exchange savings and increased farmer incomes.

Objectives of National Dairy Development Board

1. To sponsor, promote, manage, acquire, construct control any plant or work which

promotes or advances the projects of general public utility reactions to dairying.

13


2. Provide international liaison with other national dairy boards and international

agencies in order to facilitate exchange of information and personnel as well as to assist

in development of dairying in other countries.

3. To information available on request to technical services to increase production of

milk.

4. To prepare initial feasibility studies of dairying and other dairy related projects

and undertaken subsequent designing planning and start up those projects.

5. To under research and development programmed related to production and

marketing of milk and milk products,

6. To provide assistance for exchange of information to other international agencies.

.SERVICES RENDERED BY NDDB:

• NDDB provide the following services.

• Planning dairy and rural development projects.

• Organization of farmer co-operative societies.

• Setting up dairy and cattle feed plants.

• Manpower planning and training.

• Applied research and development.

Implement of milk production enchantment programmed.

14


Strategy

• Improve the production potential of indigenous breeds of cattle such as Sahiwal,

Gir, Rathi and Kankrej and breeds of buffalo such as Murrah, Mehsana and

Jaffarabadi through appropriate selection programme

• Cross non-descript cattle with Holstein Friesian in areas with adequate feed and

fodder and with Jersey in resource-poor areas

• Increase the production and use of high quality feed appropriate to local

conditions

• Increase production and availability of green and ensiled fodder

• Encourage unions, NGOs and cooperatives to put common property area under

improved pasture and fodder tree

• Expand first-aid coverage through village level societies

• Increase vaccination of animals against HS, BQ and FMD

• Develop Mastitis and Brucellosis control strategies

• Develop National Animal Production and Health Information System and Disease

Free Zones in the country

Action Plan

Breeding

• Increase productivity of cows and buffaloes

15


• Increase percentage of animals in milk
• Expand AI coverage
• Increase inseminations
• Reduce AI per conception
• Take up genetic improvement programmes in selected milk sheds to supply
semen of evaluated bulls to all milk sheds

Animal Health and Veterinary Services

• Create first-aid facilities in DCSs
• Increase vaccination for HS and BQ
• Increase de-worming of animals
• Promote mastitis control
• Undertake Brucellosis control activities in affected areas

• Promote use of GIS in AI and veterinary health services
• Create Disease Free Zones by

- Undertaking mass vaccinations
- Ear-tagging and passbooks
- Animal movement management
- Effective outbreak management
- Sero-monitoring

• Disease control in Animals - Enactment of national legislation for Prevention of
Infectious and Contagious Diseases in Animals

Animal Nutrition

• Raise installed cattle feed plant capacity
• Raise cattle feed plant utilization capacity

16


• Increase and strengthen quality control laboratories
• Increase number of mineral mixture plant
• Increase production and utilization quality fodder seeds

Husbandry Extension

• Enable dairy cooperatives to operate as full-service extension centres for their
members by providing

- Introduction and support of technology
- Link actively with union's technical experts

COMPANY PROFILE

17


COMPANY OWNER NAME; Basvangowda .R. Patil

Name & Organization setup of the company.

 Name & Address : Shri Siddeshwar Halu Utpadakar Sang

(SSHUS)
Sindgi Road, Bijapur – 586101
Ph- 08352-244055

 Registration Office: 149/05-06.

Year – 2007-2008.

18


. State code 08

 Organization Set-ups: Land – 10 acres.

Labor – 130 Capital – 3 Crores

INTRODUCTION TO SSHUS

(Shri Siddeshwar Halu Utpadakar Sang)

Shri Siddeshwar Halu Utpadakar Sang (SSHUS) is recently started on 2007

and organization which procures milk and produces the milk products and market

the same. SSHUS is situated at, Sindgi Road, Bijapur.

This SSHUS has 175 buffaloes of Mura bread and invested three crores and taken
loan from shri siddhadara bank. now it is working successfully it private limited and

independently running they sells there product whole bijapur district. each price of one

19


buffalo is cost around 45000.and they are trying to procuring the milk at reasonable

price and they are procuring the milk from 215 BMC (bulk milk collection).and all

most all the machine are purchased from puna. Now the SSHUS has shown a
steady increase over past 6 month with the standing numbers at 44327.04 liters

procuring per week . The efforts of the procurement side has lead to it’s procuring

on an average of 6332.43 liters of milk every day.

The SSHUS carries its activities of producing the milk products, packing the

milk etc. in a most hygienic environment. SSHUS contains highly qualified and
strict quality control processing system, to give good and healthy milk to whole

bijapur district areas. Further the milk is stored in technically equipped container.

and they had 7 tempo for transportation of milk.

BOARD OF DIRECTOR

1. 1.Shri Basvan Gowada R Patil Chairman

2. Shri Shiv Kumar S Patil Director

3. Shri M Yalagudari Director

4. Shri Sanganbasava Nadgowada Director

5. Shri Prabhu kadi Director

6. DR Ramesh Biradar Director

20


7. Shri Jakdish Kshtri Director

8. Shri H R Uttgi Director

9. Shri T T Hegadal Director

10.Shri M S Kerdi Director

11.Shri S G Sajjan Director

12.Shri Sheetal Kumar Ogi Director

13.Shri V N Biradar Director

14.Shri Saaheb Gowada Biradar Director

STRUCTURE

President

Directors

Managing Directors

21


Production Marketing Finance P and p Security

Manager Manager Manager Manager Supervisor

Q c officer Assistant A/c Assistant Extension Guards
officer

Assistant Helpers Helpers helpers

Worker

Products of SSHUS

SHUSB has several types of milk and milk products having the brand name as

siddhadara. SSHUS products pure milk products. Mainly known for its

qualitative products. SSHUS has not given much importance to its or her milk
products but it has given more important to the milk.

There are different types of milk and as well as it’s products. They are as follows-

1. Pure milk

2. Pure milk products.

22


PURE MILK :There are mainly 5 types of milk which are processed and packed

in SSHUS The milk is mainly classified on basses of its fat content. They are as

follows

:1. Form fresh milk … 7.5 fat

2. Gold milk 5.5fat

3. Jantha milk 3fat

4. slim milk 2.5

5. Light milk …….1.5

Farm fresh milk

Full cream milk is pure milk of FFM is having the highest fat contents of 7.5%.

This milk is mainly used for producing different types of milk based sweets and

milk products. It was recently introduced in the year 2007 in one year sales of this

milk is growing. The quality of the product is very good .

23


FFM is new brand but as compared to the competitors it has concurred the market

in very short time. Hence SSHUS is giving much importance in this milk. .And

the price FFM is Rs28 per liter

Gold milk

It is the most consumable and the after the form fresh milk, gold milk is launched

which is also computing with other brands and has reasonable price and has good

quality. It is toughly computing with other brands to maintain its No.1 in market.

It has fat contains of 5.5% .and the price for the gold milk Rr22 per liter

Jantha milk

Used for daily consumption to both making curds and also drinking purpose for

all the age groups. Their sale is always higher in the market compared to other

brands in the market of milk.

Slim milk

Slim milk is 2 month back only introduced and this milk contain 2.5 fat and milk

has more sale then the other products people are purchasing slim milk more an the

price for the slim milk is Rs17 per liter.

24


Light

Milk is newly lunched and because of newly coming in market so the sales are

low.

Functions of all departments

PRODUCTION

25


In the production department there are two new stock inspector and 10 members

are the helpers 6 women’s for cleaning the all cans and helping in the production.

There are two machine for packing and this machine purchased from puna one

machine is for separating the cream this machine bring from puna it price Rs1,

95,000 and the capacity of this machine is 8000 per day can separate the cream

and to separate the milks. Packing bundle is also comes from puna.

.

The main work being carried out here are:

1. Buffalo milk received is chilled initially and stored at 4-5 0C.

2. Raw chilled milk is pasteurized and stored.

3. Pasteurized / chilled milk is standardized for markets supply other dispatch.

4. Cream separation.

5. Milk / cream used for products preparation such as Ghee Flavored milk.

For chilling of milk they keep in the big freezer is used.

For pasteurization of milk HTST (High temperature in short time) pasteurization is

used. The heating medium is steam / hot water. The milk is

Usually heated to 750C to kill all the pathogenic micro organisms. Then it is

immediately cooled to 4-5o C to preserve the milk. Then the milk is stored in a

storage tank.

The Structure of Production department:

26

DIARY MANAGER

DEPUTY MANAGER (Prod)

ASSISTANT MANAGER

TECHNICAL MANAGER

DAIRY SUPERVISOR

OPERATORS

HELPERS

OBJECTIVES OF THE PRODUCTION DEPARTMENT:
1. Maintain the standard quality of the product.
2. Keep the customer satisfaction by giving qualified products.

FUNCTION OF PRODUCTION DEPARTMENT:
1. Chilling in milk.
2. Pasteurization of milk.
3. Package and store the milk in the stores at 40 C.

27


FLOW CHART OF PRODUCTION PROCESS

COLLECTION OF MILK

CHILLING OF RAW MILK

CHILLED MILK STORAGE

PASTEURIZATION

STANDARDIZATION

PACKAGING

STORAGE

QUALITY CONTROL

. The milk is tested and acknowledge for –

• Extraneous matter

• Physical appearance

28


• Small

• Volume

• Alcohol test

• Weight

• Fat

In lacto meter they see the range from 28 to 32 if the milk range comes down

from 28 then it contains more water if it cross more then 32 then it has some of

other chemicals …

And then the electronic pad check machine, this machine they have bring from

puna it price is Rs3000

10ml of sulfuric acid

10.77ml of milk

1ml of alcohol

to check the quality of milk by the help of butyro meter

The following staff is managing the above work.

INCHARGE QUALITY CONTROL

29


TECHNICAL OFFICER + DAIRY SUPERVISOR

DAIRY ASSISTANTS

OBJECTIVIES OF QC:
1. Maintenance of quality of products.
2. Keep the customers satisfied with their product with high quality.

ENGINNEEING SECTION

The Engineering section mainly looks after the day-to-day maintenance of

Machines / Equipments/Vehicles. It also attend to any minor repairs required by

the equipment and machines, if any major repairs are required it is their duty to

call the technicians.

The work allotted may be Mechanical / Electrical etc. based on the type of work

assigned.

ADMINISTRATION

All the information regarding Employees of the union is maintained at the

establishment section. Separate files connected to their

performance/Leaves/Misconducts/Benefits are maintained here.

--- Any disputes/court cases are attended by this section

--- Any office orders pertaining to particular employee / staff

30


FINANCE DEPARTMENT

The main activity of the finance department is to keep all the account of the financial

transactions. It is responsible for maintaining up to date account. The various activities

are allocated to different sections.

Financial is the life bullet of every business activity. There must be proper balance

between and cash inflows and outflows. Every organization tries to maximize its profit

by selling a large number of products. Finance/capital is the basement is the basement

for the establishment and smooth running of business.

The structure of the finance department

DEPUTY MANAGER FINANCE

ASSISTANT MANAGER

ACCOUNT ASSISTANT
GRADE – 1
GRADE – 2
GRADE - 3

HELPERS

Today accounting has become the inseparable part of business activity. No matter the

size of business, nature of business, type of ownership accounting in inevitable

31


maintenance of accounts is the statutory taste for every organization. It is mandatory on

their part they just cannot escape from this crucial function.

FUNCTION OF FINANCE DEPARTMENT

 Maintaining proper accounts for milk purchase and sold every day.

 Maintenance of general ledger and stores books.

 Maintaining government grants, fixed assets registers, depreciation
registers of union.

 Lastly maintaining and paying the taxes and insurance.

32


PURCHASE DEPARTMENT
There is a separate for purchasing of products in SSHUS

The structure of the purchase department is as below-

PURCHASE OFFICER

PURCHASE ASSISTANCE
GRADE - 2

In SSHUS there are 2 employees in purchase department and the whole work done

based on 6 computers all entry are done perfectly in computers

SECURITY DEPARTMENT

The department included security officer security guards. The guards are working on

contract basis. They must have watch on each and every person who going inside and

coming outside from the dairy. They must also keep watch on the vehicles going in

outside the dairy.

The visitor has to enter the following details like, name, purpose of visit, time, etc. into

visitor book kept.

There are totally 10 security guards and an officer in SSHUS

33


MIS DEPARTMENT

MIS Refers to Management Information System
The structure of MIS Department

Managing Director

MIS Officer

MIS Assistance

The Whole administration department has one sub department by name MIS which looks
after the documents of same department.

Function of MIS Department
• To maintain daily reports

• To maintain information regarding input/output

• Maintains town wise sales report

• Reports regarding procurement and input

• Maintaining accounts of daily purchase of ice and water

• Along with all these functions the department also maintains daily attendance of

workers, which will be sent to managing director

34


STORAGE DEPARTMENT

The structure of the department:-

Store officer

Store Assistance

Helpers

Storage is a section where all the rigid materials, semi finished and finished are stored.

Past from these stationary and other goods are also stored.

In SSHUS, the stored department has a capacity of storing good worth Rs. 60 to Rs. 90

lacks. Various goods required for the daily use are stored. The goods include book of

account, packing materials, raw materials, skimmed milk power, ghee tins and stationary

etc.

Every department is in tough with stores section. Stores officer who is responsible for

daily activities maintains it.

35


PROCUREMENT DEPARTMENT
Procurement is one of the major departments in SSHUS... The organization structure of
the Procurement department is as below--

MANAGER

DEPUTY MANAGER DEPUTY MANAGER DEPUTY MANAGER
FODDER & FIELD (Veterinary) (Procurement)

Assistant Manager Assistant Manager Assistant
F&F Veterinary officer Procurement

Extension Officer Veterinary Assistant Extension Officer Grade 1
Extension Officer Grade 2
Extension Officer Grade I

The Department plays a significant role in any dairy industry. The major responsibility is

to collect the raw milk from various BMC (bulk milk cooler) at a proper time and to store

that milk in proper condition. For procuring raw milk the SSHUS has recognized

various BMC in and around the whole of Bijapur bagalkot and belgum. District.

BMC in different villages, which consists minimum of 50 AMC (automatic milk

collection) . At present there are totally 219 BMC by which milk is procuring

36


The newly report of period of 18-.07.-2009 to 24-.2.-2009 week The grand total of week

is 44327.04leter and on an average per day 6332.43leter from 3 district bijapur bagalkot

and begalum.

RESEARCH METHODOLOGY

37


TOPIC:

“Customer satisfaction and awareness level towards siddhadhara milk”

at bijapur city

OBJECTIVES OF THE STUDY

As the partial fulfillment of M.B.A degree I have undergone in plant training in

siddheshwar milk sang. The area of study was distribution channel and the functional

analysis of the company. The objectives of the study were as following:

5. To determine the Awareness level of of Customers siddhadara

Milk.

6. To determine the satisfaction level of Customers towards
siddhadara Milk

7. To study the factors influencing consumer to go for a
Particular brand.

8. To Know the consumer attitude towards siddhadhara Milk

38


Need for the Study

The purpose of the study is to get practical knowledge and to get experience and also

to know the various challenges that are faced in the corporate world. The main

intention of choosing this topic is to study/to know-

1 Customer’s buying factors and their expectations towards Siddhadhara milk.

2 To know the reasons for decrease in sales.

3 This project helps to improve the market share in the bijapur city.

SCOPE OF THE STUDY

The research was undertaken to gather information from the respondents, to know

consumer buying behavior and its impact on sale of siddhadara milk of SSHUS

The questionnaire was specifically framed keeping in mind all the aspects and

requirements that would fulfill our objectives and give us exact picture and that would

help the organization to take better decisions.

39


Primary data was collected by administrating questionnaire of 100 respondents. In the

questionnaire all the questions were specifically framed as per the survey requirements

and following are its details.

Direct contact was made with the respondents through the random sampling and all the

customers were those who had come to buy the Siddhadara milk.

The study was conducted various part of the Bijapur City customers located in different

part of the Bijapur City. The information was collected through Questionnaire. The

questionnaire was administrated and collected on the spot.

LIMITATION OF THE STUDY

• Time limitation: The time is limitation to

• Project Report is only limited to bijapur c month.

• Non-availability of some information, which were treated as company secrets.

40


Sampling:

Representation of a particular population. And is the subset of the population. Concerned

to my project, in a city like Bijapur where a population of more than 2,85000 exists each

person’s opinion can not be sought. So the respondents were chosen randomly from

different areas of Bijapur city.

The kind of sample taken for this study report is Stratified Random sampling one where

the population is divided into mutually exclusive and mutually exhaustive strata or sub-

groups and then a simple random sample is selected within each of the strata or sub

group. Thus the population is divided into different strata on the basis of regions.

They include cluster, multi stage and area sampling. Hence the sample taken for this

study is Area sampling with the size of 70 Respondents and 30 Agents in an Bijapur city.

Area Sampling:

It is a form of Multi stage sampling in which maps, rather than lists or registers, are used

as the sampling frame. In area sampling, the overall area to be covered in a survey is

divided into several smaller areas within which a random sample is selected. However,

Stratification in area sampling is based on geographical considerations.

SAMPLING PROCESS:

1. Population: People from the Bijapur city.

2. Sampling frame: Milk buyers and resellers (agents)

3. Sampling unit: House holds and agents.

4. Sampling size: 70 household customer and 30 agents.

41


5. Sampling Method: Stratified Random sampling.

Survey Technique:

Once the researcher has decided to go for the survey method for collecting the required

Primary data. Then he should take a right decision among the various survey techniques.

Then various techniques are:

 Personal Interview

 Mail survey

 Telephone Survey

 Questionnaire

I have chosen the Questionnaire technique and personal interview method for the survey

Data Collection Methods:

The information necessary for this research study is collected by tapping primary and

secondary sources. The sources are as follows:

Primary Sources:

a) Questionnaire

b) Personal interaction

Secondary Sources:

a) Related Information from Internet

b) Company Reports Books.

Measuring Tools:

42


The measurement and evaluation of the data is done using statistical tools and techniques

such as simple percentage method, mean, graphical representation with help of data code

sheet using MS Excel software.

Hypothesis
Out of 100 respondents, 40 respondent are considered for pilot study

And out of 40 respondent 36 respondents are aware of siddharadhara milk brands.

36/40= 0.90
0.90 x 100 = 90%

90% of respondent are aware of siddharadhara milk brands.

P (population proportion)

P = 90% =0.90 n=100

H0: >= 90% of respondent are aware of siddharadhara milk brands

43


H1: < 90% of respondent are not aware of siddharadhara milk brands

SD = P (1-P)

N-1

= 0.90(1-0.90)

99

SD=0.030

= ZCAL = P0-P/S.D
PO=56/100
= 0.56-0.90/0.030

= Z CAL=-0.34/0.030

= - 11.33

There fore Ztab value at 5% level of significance, tab =2.90

So. Ho: is rejected

44


DATA ANALYSIS
Keeping in view of the objectives,
the data so collection from various sources and were analyzed with help of appropriate
techniques. The results of the study are present in this chapter under the following
headings.

1) Awareness level of siddhadhara Milk brands

Awareness of siddhadhara
Yes 91 91%
No 9 9%

45


100

80
60

40
20

0
Yes No

Interpretation: From the graph it is clear that 91 % of the people are aware of siddhadhara

milk and 9 % of the samples are not aware. These 9 % are specially observed. It’s really good

that many people are aware about siddhadhara and its products from the company point of

view

2) Which of the milk brand of siddhadhara are known to you?

Jantha 82 82%
Gold 63 63%

46

Slim 26 26%
Light 1 1%
FF 62 62%

100
82
80
63 62
60

40 26
20
1
0
Jantha Gold Slim Light FF

Interpretation:

In the siddhadhara five brands of milk are available Out of 100

respondents 82% of them are known jantha, 63% of gold, 26% slim & 62% of farm fresh

& only 1% slim because it is recently launched brand.

3) Did you known any of these siddhadhara milk products

Mast lassi 68 68%
Curd 33 33%

47

Butter 10 10%
Gold milk 78 78%
Shrikhand 5 5%
Sugandi dudh 0 0%
Dhaval ice cream 9 9%
Ghee 27 27%
Khoa 9 9%

90
78
80
68
70
60
50
40 33
27
30
20 10 9 9
10 5
0
0
mast lassi curd butter gold milk shrikhand sugandi dhaval ice ghee khoa
dudh cream

Interpretation:

As observing the graph we come to known mast lassi 68%, curd 33%, butter 10%,

gold milk 78%, shrikhand 5%, sugandi dudh 0%, dhaval ice cream 9%, Packed ghee

bottle 27%, khao 9% are known among 100 respondent by that we come to known a very

less awareness about the siddhadhara products.

4) Consumption of milk per day

1/2 liter 33 33%
1 liter 39 39%
2 & above 28 28%

48


39
40
33
28
30

20

10

0
1/2 liter 1 liter 2 & above

Interpretation:

From the above graph it is clear that out of 100 total respondents 33%

respondents consume only ½ liter per day. 39% respondents consume one liter per day

and rest 28 respondents consume 2 or more liters per day.

5) What factor you look purchasing milk products.

Quality 92 92%

49

Thickness 94 94%
Fat content 11 11%
Price 89 89%
Taste 40 40%
Avability 49 49%

100 92 94
89
90
80
70
60 49
50 40
40
30
20 11
10
0
quality thikness fat content price tast avability

Interpretation:

From the above graph we come to known that consumer more concentrate

while purchasing milk that is 92% quality, 94% thickness 11% fat content

.89% for price and 40% taste & 49% for avability.

6) How did you come to known about siddhadhara milk product.

Dealers 51 51%
Wall painting 0 0%

50

TV advertisement 0 0%
Others 49 49%

49

tv 0
advertisement
0

51
dealers

0 20 40 60

Interpretation

From the survey it is revealed that 51% respondents buy because dealers

have influenced them to buy, and 49% because of friends and neighbors.

7) Which of the advertisement were more effective for siddhadhara products?

Dealers 41 41%
Wall painting 8 8%
TV advertisement 13 13%

51

Others 38 38%

38
others

13
tv advertisement

8
w al painting

41
dealers

0 5 10 15 20 25 30 35 40 45

Interpretation:

Almost 43% of the people believe that TV advertisements will more

effective to make awareness about siddhadhara milk and 38% by other, 8% by wall

painting & 41% by dealers. Will more effective to make awareness about the siddhadhara

milk product. So Company has to make more promotional activities i.e., advertisements

to attract more people and to get the customers who are untouched.

8) Did you purchase siddhadhara milk products?

siddhadhara products
Percent Valid

52

Percent
Validyes 62 62%
no 38 38%
Total 100.0 100.0

70
62
60

50

38
40

30

20

10
62% 38%
0
yes no

Interpretation:
By the graph it is clear that 62% buys siddhadhara milk products

and 38 % are not using because of inconsistence of quality as earlier

9) which of the following factor made you to repetitive purchasing siddhadhara milk
products.

53


Quality 59 59%
Thickness 58 58%
Fat content 46 46%
Price 9 9%
Taste 31 31%
Avability 27 27%
Promotional activities 1 1%

promotional activities 1

avability 27

tast 31

price 9

fat content 46

thikness 58

quality 59

0 10 20 30 40 50 60 70

Interpretation:

The respondents who use siddhadhara milk say that

27% people use because of availability 31% Respondents use because of taste from milk,

9% respondents use because of the price compared to others and

46% because of the fat content. 58% because of thickness and rest 59% because of

freshness and good quality.

10) Reason for not using siddhadhara milk

54


Quality 32 32%
Thickness 26 26%
Fat content 1 1%
High price 36 36%
Taste 11 11%
Non avability 9 9%

non avability
tast 8% quality
10% 28%

high price
30% thikness
fat content
23%
1%

Interpretation:

From the survey it is revealed that most of the people i.e.…about 28% of the

respondents don’t buy for the reason bad quality, 30% for high price and 10% not so

tasty. And rest of 8% feel that it is not easily available, 1% fat content and 23% of

them feel it is less thickness.

11) Where do you purchase siddhadhara milk?

Milk parlor 40 36%

55

Grocery stores 35 33%
Bakery 5 3%
Other 20 15%

45 40
40 35
35
30
25 20
20
15
10 5
5
0
Milk parlor Grocery stores Bakery Other

Interpretation:
From the respondents who buy the siddhadhara milk it is been found that

40% respondents buy from milk parlor, 35% respondents buy from grocery stores, 5%

buy from bakery and rest of 20% from other services like shops, Company has to make

available the siddhadhara milk and its products where it is necessary

12) do you think brand ambassador will influence to buy milk products

56

Percent Valid Cumulativ
Percent e Percent
Valid yes 31.0 31.0 31.0
no 69.0 69.0 100.0
Total 100.0 100.0

yes
31%

yes
no

no
69%

Interpretation

31% of the respondents believe that brand ambassador will really make difference in

buying and 69% of them don’t believe in it.

13) Did you want to shift to other brand

Percent Valid Cumulativ
Percent e Percent
Valid yes 37.0 37.0 37.0
no 63.0 63.0 100.0

57

Total 100.0 100.0

63%

No

63

37%

Yes

37

0 10 20 30 40 50 60 70

Interpretation

About 37% of the want to shift to another brand because of slowly decreasing of

freshness and quality.

13) Quality provided by siddhadhara

Excellent 5 5%
Good 61 61%
Bad 31 31%

58

Worst 3 3%

70

60

50

40

30

20

10

0
excellent good bad w orst

Interpretation:

From the above graph it is clear that 5% of the respondent says excellent, and 61% of the

respondents says good and happy with quality provided by the siddhadhara, and rest of

31% says bad and 3% worst and they feel it is not consistent in the quality as earlier.

FINDINGS:

• 91% of the respondents are aware of SSHUS milk.

• 56% of respondent are aware by milk brands names.

59


• 29% of respondent are aware about other siddhadhara milk

products

• 33% of respondent consumes ½ liter, 39% of 1 liter and 28% of

2liters and above consumes daily.

• 62% of the respondents purchase milk.

• 36% of the respondents purchase from milk parlor.

• 33% of the respondents purchase from grocery stores.

• 27% of the respondents look for availability while purchasing milk.

• 31% of the respondents believe that brand ambassador

Advertisements play a vital role while buying the milk.

• 37% users of siddhadhara milk who want to shift to another brand

because of inconsistency of quality of milk.

• 62% of the respondents look for quality, thickness, price, taste and

availability.

• 34% of the respondents do not purchase due to high price and

quality

• 61% of the respondents say that quality provided is good and rest

percentage of respondents says it’s bad.

60


SUGGESTIONS:

• The study reveals that the awareness of the brand exits but the

more information has to be revealed about the different brands of

siddhadhara milk available in the market.

61


• Respondents said that it’s not consistent in the Quality and they

don’t give replacement facility for spoiled milk. So SSHUS may take

to replace it. And the milk is not adulterated.

• Consumers need door delivery; so that they can get milk easily

SSHUS can arrange this service.

• Developing the town markets by placing some of the staff for

extension work. So that they can make arrangements for people to

get milk in their particular place at particular time.

• To make aware the people about overall performance of siddhadhara

milk. Company can take necessary steps to enhance more

promotional activities like giving ads in newspapers, in local

channels and thru other media.

CONCLUSION

Lastly to conclude it was a great experience to work at SSHUS. I met so many faces in

market, and got the meaning about the real market. I came to know about the marketing

62


strategies of SSHUS. I got the reasons for the like and dislike of people towards

siddhadhara milk.

Comparing to other brands SSHUS has goodwill in the market. Even though it is facing

some problems because of Nandin and other brands. So it should try to create awareness,

provide good service with good quality milk as well as it should motivate the dealers. I

have found that SSHUS is decreasing in quality because of this may customer can go to

other brands. The response of the people was not good towards SSHUS comparing to

others.

63


BIBLIOGRAPHY:

 Marketing Management – Philip Kotler

 Marketing Research – Tull and Hawkins

 Internet Websites:

www.google.co.in

64


APPENDICES

Questionnaires

Name: ----------------------------

Address ------------------------------

Age 1.) 15-20 2) 20-25 3)25-30 4)30 and above

2. Do you know siddhadhara brands of milk and milk products.

a) Yes b) no

3). which of the milk brand of siddhadhara are known to you

a) Jantha b) gold

c). slim d) light

4). Did you know any of these siddhadhara milk products.

a) Mast lassi b) curd

c) Siddhadhara gold milk d) Shrikhand

d) Sugandi dudh e) Dhaval ice cream

f) Butter g) gee

h)khoa

5) Consumption of milk per day

65

a) ½ liter b) 1 liter c) 2 and above

6) what factor you look while purchasing milk product

a) Quality b) thickness

c) Fat content d) price

e) Taste f) avability

7) how did you come to know about siddhadhara milk products

a) Dealers b) wall painting

c) TV advertisement d) others

8) Which of the advertisement were more effective?

a). banner b) wall painting

c) TV advertisement d) others

9) Did you purchase siddhadhara milk products?

Yes no

10) Which of the following factor made you to repetitative purchasing siddhadhara milk
products?


c) fat content d) price


66

f) Promotional activities

11). Select the following reasons due to which you are not purchasing siddhadhara milk
products


c) Fat content d) price


12) Where did you purchase siddhadhara milk products?

A) Milk parlor b) grocery stores

c) Bakery d) others

13) do you think brand ambassador will influence you to bye milk products?

a) Yes b) no

14) Did you want to shift from siddhadhara to others brands?

a) Yes b) no

15) Quality provided by siddhadhara

67

a) Excellent b) good

c) Bad d) worst

68


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A project report on consumer satisfaction and awareness towards siddhadhara milk products

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