1

ACKNOWLEDGEMENT

I take this opportunity in expressing my sincere gratitude to my teachers, guide and others who have helped me in completing my project work in particular and my course in general.

First of all I would like to express my thanks to management of the dairy for allowing me to complete my training there. I am thankful to Mr. Vijoy Kumar, Management Director, who arranged my training programme in the organization.

I am thankful to Mr. Gyan Shankar Sir, Marketing Manager as well as my training guide at Muzaffarpur dairy & Mr. Dhananjay Kumar, for his proper guidance, co-operation and valuable suggestions. It would be difficult task to complete this project report without his co-operation and guidance.

I am extremely thankful to my able guide Dr. J. John Adaikalan, (Asst. Professor) Annamalai University, for his all along suggestions and dynamic guidance to me.

And lastly that name who encouraged and assists me, every time in my life. He always tries to boost up my morality therefore I easily overcome all hindrances. That name goes to my loving parents and all family members.

[Manoj Prabhakar]

2

TABLE OF CONTENT

CHAPTER TOPIC PAGE NO.

1. INTRODUCTION 3-32a) Dairy industry profileb) About the companyc) About the studyd) Objective of the studye) Limitation of the study

2. RESEARCH METHODOLOGY 33-36a) Study of the objectiveb) Research designc) Sampling techniqued) Sampling plane) Data collection methodsf) Methods of analysis

3. DATA ANALYSIS AND INTERPRETATION 37-61a) Anova test

4. FINDING AND SUGGESTION 62-645. CONCLUSION 65-71

a) Bibliographyb) Appendix

3

Chapter: 1

INTRODUCTION

4

1.1 DAIRY INDUSTRY PROFILE:

Dairy enterprise is an important occupation of the farmer. In India, nearly

70% of the people depend on agriculture. It is the backbone of India. It is

mainly a rural occupation closely associated with agriculture. More than 2,445

million people economically active in agriculture in the world, probably 2/3

or even more ¾ of them are wholly or partly dependent on livestock farming.

India is endowed with rich flora & fauna & continues to be vital avenue for

employment and income generation, especially in rural areas. The dairy sector

in the India has shown remarkable development in the past decade and India

has now become one of the largest producers of milk and value-added milk

products in the world. The dairy sector has developed through co-operative in

many parts of the state. Traditionally, in India dairying has been a rural

cottage industry. Semi-commercial dairying started with the establishment of

military dairy farms and co-operative milk unions throughout the country

towards the end of the 19th century. In earlier years, many households owned

their own ‘family cow’ or secured milk from neighbors who had one. With the

increase in urban population fewer households could afford to keep a cow for

private use & moreover there were other problems also like the high cost of

milk production, problem of sanitation etc. restricted the practice; and

gradually the family cow in the city was eliminated and city cattle were all

sent back to the rural areas. Gradually farmers living near the cities took

advantage of their proximity to the cities & began supplying to the urban

population; this gave rise to the fluid milk –sheds we see today in every cities

of our country. Prior to the 1850s most milk was necessarily produced within

a short distance of the place of consumption because of lack of suitable means

5

of transportation and refrigeration. The Indian Dairy Industry has made rapid

progress since Independence. A large number of modern milk plants and

product factories have since been established. These organized dairies have

been successfully engaged in the routine commercial production of

pasteurized bottled milk and various Western and Indian dairy products. With

modern knowledge of the protection of milk during transportation, it became

possible to locate dairies where land was less expensive and crops could be

grown more economically. In India, the market milk technology may be

considered to have commenced in 1950, with the functioning of the Central

Dairy of Aarey Milk Colony, and milk product technology in 1956 with the

establishment of AMUL Dairy, Anand. Indian dairy sector is still mainly an

unorganized sector as barely 10% of our total milk production undergoes

organized handling. Beginning in organized milk handling was made in India

with establishment of Military Dairy Farms. Handling of milk in co-operative

Milk Unions established all over the country on a small scale in the early

stages. Long distance refrigerated rail-transport of milk from Anand to

Mumbai since 1945 pasteurization and bottling of milk on a large scale for

organized distribution was started at Aarey (1950), Calcutta (Haringhata,

1959 ), Worli (1961), Madras(1963) etc. establishment of Milk Plants under

the Five-Year plans for Dairy Development all over India. These were taken up

with the dual object of increasing the national level of milk consumption and

ensuing better returns to the primary milk producer. Their main aim was to

produce more, better and cheaper milk.

6

NATIONAL DAIRY DEVELOPMENT BOARD (NDDB):

The National Dairy Development Board was created to promote, finance and

support producer-owned and controlled organizations. NDDB’s programmes

and activities seek to strengthen farmer cooperatives and support national

policies are favorable to the growth of such institutions. Fundamental to

NDDB’s efforts are cooperative principles and the Anand pattern of

cooperation.

A commitment to help rural producers help themselves has guided the Dairy

Board’s work for more than 30 years. This commitment has been rewarded

with achievements made by cooperative dairies in milk production,

employment generation, and per capita availability of milk, foreign exchange

saving and increased farmer incomes.

The National Dairy Development Board (NDDB) has replaced exploitation

with empowerment, convention with modernity, stagnation with growth and

transformed dairying into an instrument for the development of Indian

farmers.

The National Dairy Development board was created in 1964 in response to

the Prime Minister Lal Bahadur Shastri’s call to “transplant the spirit of Anand

in many other places”. He wanted the Anand model of dairy development-

with institutions owned by rural producers, which were sensitive to their

needs and responsive to their demands-replicated in other parts of the

country.

7

The Board’s creation was routed in the conviction that our nation’s socio-

economic progress lies largely on the development of rural India.

Thus NDDB’s mandate is to promote, finance and support producer-owned

and controlled organizations. NDDB’s programmes and activities seek to

strengthen farmer cooperatives and support national policies that are

favorable to the growth of such institutions.

NDDB believes that the 7,000-crore(Rs.70-billion) milk cooperative market is

getting much more competitive and wants to strengthen the position of

cooperatives through a multi- pronged action plan with an outlay of Rs. 800

crores (Rs.8-billion). This includes using MDFL to enter into 51:49 joint

venture companies with state cooperative federations to assist them with

marketing value added products and to help them in other ways to become

self-reliant enterprises.

8

Co-operative companies playing in Dairy industry and its brands:

STATES CO-OPERATIVE UNIONS BRANDS

Andhra

Pradesh

Andhra Pradesh Dairy Development co-

operative Federation Limited(APDDCF)

Vijaya

Bihar Bihar State Co-operative Milk Producers

Federation Limited(COMPFED)

Sudha

Gujarat Gujarat Co-operative Milk Marketing

Federation Limited(GCMMF)

Amul,Sagar

Haryana Haryana Dairy Development co-operative

Federation Limited(HDDCF)

Vita

Himachal

Pradesh

Himachal Pradesh State Co-operative Milk

Producers Federation Limited (HPSCMPF)

Karnataka Karnataka Co-operative Milk Producers

Federation Limited(KMF)

Nandini

Kerala Kerala State Co-operative Milk Marketing

Federation Limited (KCMMF)

Milma

Madhya

Pradesh

Madhya Pradesh state Co-operative dairy

Federation Limited(MPCDF)

Sanchi,

Shakti,Sneha

Orissa Orissa State Co-operative Milk Producers

Federation Limited (OMFED)

Omfed

Utter

Pradesh

Pradeshik Co-operative dairy Federation

Limited(PCDF)

Parag

Punjab Punjab State Co-operative Milk Producers

Federation Limited(MILKFED)

Verka

Rajasthan Rajasthan Co-operative Dairy Federation

Limited(RCDF)

Saras

9

Tamil Nadu Tamil Nadu Co-operative Milk Producers

Federation Limited(TCMPF)

Aavin

West

Bengal

West Bengal Co-operative Milk Producers

Federation Limited(WBCMPF)

Benmilk

Goa Goa State Co-operative Milk Producers Union

Limited

Goadairy

Jammu Jammu Co-operative Milk Producers

Federation Limited

Jamfed

Pondicherr

y

Pondicherry Co-operative Producers Union

Limited

Ponlait

Sikkim Sikkim Milk Producers Union Limited Sikkimilk

Tripura Tripura Co-operative Milk Producers Union

Limited

Gomati

1.2 ABOUT THE COMPANY:-

10

Tirhut Dugdh Utpadak Sahkari Sangh Limited, Muzaffarpur Dairy, Bihar is the

largest milk union in the eastern part of India- an industrially deprived region,

14th January ,1991 was the day when Muzaffarpur dairy was handed over by

Bihar State Cooperative Milk Producers Federation limited (COMPFED) to

management of Milk Union.

The cooperative dairying, in the region encompassing Muzaffarpur, Sitamarhi,

sheorhar, Motihari, Bettiah, Siwan and Gopalganj district, was in the

doldrums. Production had stagnated and per capita consumption was falling

down. Farmers in the villages, involved in dairying as an occupation, were

compelled to sell milk to middle man at low prices because of the absence of

the effective regulatory market intervention. In this worsening scenario the

farmers of the region, under the influence of the milk union decided to form

dairy cooperatives and sell the milk directly to the cooperative instead

through the middle man route. Forming of cooperative offered its own

difficulties, here was an illiterate farming community being told to form a

modern cooperative and market their milk directly, It also met with

opposition from local operators, the middleman that it employed. The co-

operative struggled against all odds for year and it survived, and eventually it

thrived. Previously the milk procurement was as low as 30 TKPD and the lean

flush ratio was 1:2.5.

Today there are more than 61000 farmers who are members of 1092 village

dairy cooperative societies pour milk in DCS. From a total procurement of

0.90 million tons from our DCS in 1992, the production has gone up to more

than 6.0 million tons in the last one decade or so. This means that crores of

11

rupees as on today is flowing back into the rural economy directly to benefit

the poorest of the region who were earlier tend to migrate to other states

(mainly Punjab, Haryana) in search of their bread and butter. As on today

about Rs.5-6 crores is being pumped to the rural village from our union

against purchase of milk in each month.

Tirhut Dugdh Utpadak Sahkari Sangh Limited, Muzaffarpur Dairy, Bihar

created modern value – Added processing and production facilities. It has a

range of delicious Indian sweets under the brand name of “SUDHA” in its fold

viz Rasgula, Gulabjamun, Peda, Kalakand, Milk cake, Misthi Dahi, Sweetened

condensed milk product called Sudha Special, Paneer. Now “SUDHA” has been

the synonymous of quality in the area of milk and milk products and has

become household name in the eastern part of the country. Two new fresh

products i.e. Ramdana Lie and Kaju Barfi have been introduced recently. Their

demand in market is very much encouraging.

Request for Technology transfer for Indigenous milk products by Mother

Dairy, Delhi speaks about our competency in area of product development.

Tirhut Dugdh Utpadak Sahkari Sangh Limited, Muzaffarpur Dairy, Bihar has

first introduced Peda making machine in this part of region to cater to need of

grooming demand of desiccated milk products.

Modern technologies in animal breeding and feeding have been adopted by a

significant number of farmers. The conditions for long term growth in

procurement have also been created. Technical input services including

artificial Insemination, balanced cattle feed/bypass proteins fed, better fodder

varieties and emergency veterinary health services have not only helped in

12

raising and sustaining milk production but have also ensured a better quality

of life in the village. All these could happen because farmer’s productive

capacity has been linked with professional management in fine tuning.

When farmer have structure like Tirhut Dugdh Utpadak Sahkari Sangh

Limited, Muzaffarpur Dairy at their command with the close assistance of

efficient professional management, they have the means to ensure that the

fruits of science and technology reach all those who benefits. It is only when

such structures exist those farmer’s develop confidence getting an assured

remunerative price for their produce. This is turn stimulated investment in

productivity. Further, farmers also demand the delivery of services and inputs

they need to realize returns on their investment. Such structure can perhaps

educate farmers to the fragile nature of the environment and the need to

conserve it.

Tirhut Dugdh Utpadak Sahkari Sangh Limited, Muzaffarpur Dairy, Bihar has

been identified by NDDB as one of the largest milk union in Eastern India

where clean milk Production scheme has been launched. Now village

cooperatives in a village are a clean well and orderly placed. The villages are

cleaner, better-fit and more orderly before our cooperatives began to operate.

When the people of a village see cleanliness, sanitation, hard work and

discipline in the cooperative and when they know that the cooperative serves

them well, does it not lead them to bring more of these qualities in to their

own life?

13

Besides rural employment the union gas also created urban employment

significantly by engaging dealers and retail outlet for its variety of wholesome

products.

The Muzaffarpur Dairy has adjudged the best performing dairy for the year of

1997-98. Cost reduction and technology Management, Modernization of

process and plant technology, quality assurance program leading to ISO

9000:2000 and HACCP certification, high tech information management and

high profile human resource Management, all are measures under way to

update the technology available to rural producers / our employees / our

customers / our suppliers / our dealer / our retailer /all one associates direct

or indirect and so further improve their socio – health.

The union has been conferred with “National Industries Excellence Award” by

world economics process society (WEPS) new Delhi for its contribution in

Samman puruskar by Indian economic development and research association

(IEDRA) New Delhi for its significant contribution towards socio- economic

growth of rural India by providing rural employment The impact of Tirhut

Dugdh Utpadak Sahkari Sangh Limited, Muzaffarpur Dairy, Bihar, established

in the region, resulted “Pride of India” award, International Gold star

Millennium Award & Kohinoor Award conferred to its managing Director.

14

Tirhut Dugdh Utpadak Sahkari Sangh Limited, Muzaffarpur Dairy, Bihar

At a Glance

1. Year of Establishment 1982

2. Initial Plant Capacity 25000 Liters

3. Present Plant Capacity 100000 Liters

4. Handling Capacity 65000 Liters

5. Storing Capacity 127000 Liters

Chilling Centers at TIMUL

1. Sitamarhi 15000 LPD

2. Motihari 15000 LPD

3. Gopalganj

4. Sahebganj

5. Bettiah 15000 LPD

Numbers of Tankers

1. Small tankers 12

2. Big tankers 7

15

Marketing areas

Muzaffarpur

Motihari

Bettiah

Raxaul

Sitamarhi

Gopalganj

Siwan

Sahebganj

Organized DCS: 949

Mode of Disposal: Rail & Road Milk Tanker

16

HISTORY OF COMPFED

The Bihar State Co-operative Milk Producers Federation Ltd. (COMPFED) was

established in 1983 as the implementing agency of operational flood

programme of dairy development on “Anand” pattern in Bihar.

Area of Operation

There are six district level Milk producers Co-operative Unions affiliated to

the Milk Federation. These milk unions are covering twenty –six districts and

in addition five districts are being covered by the Federation.

1. Vaishali Patliputra Milk Union, Patna: - Patna, Vaishali, Nalanda, Saran

and Siwan districts.

2. DR Milk Union, Barauni: - Begusarai, Khagaria, Lakhisarai, Shekhpura and

some village of Munger and Saharsa districts.

3. Tirhut Milk Union, Muzaffarpur: - Muzaffarpur, Sitamarhi, Sheohar, E.

Champaran and Bettiah districts.

4. Shahabad Milk Union, Arrah: - Bhojpur, Buxar, Kaimur and Rohtas districts.

5. Mithila Milk Union, Samastipur: - Samastipur, Darbhanga and Madhubani

districts.

6. Bhagalpur Milk Union, Bhagalpur: - Bhagalpur, Munger, Banka and Jamui

Districts.

17

The Milk Federation has already taken up organization of Dairy Co-operative

Societies (DCS) in the districts of Gaya, Jahanabad, Arwal, and Nawada under

Magadh dairy project and work has been initiated in Saharasa, Supaul and

Madhepura districts. However, kosi dairy project will be covering Kishanganj,

Katihar, Purnia and Araria districts also.

The districts of East and West Singhbhum, Ranchi, Bokaro and Dhanbad now

in Jharkhand are being covered by the dairies directly under the control of

Milk Federation for the supply of milk and milk products to the urban

consumers in these cities. Procurement of milk has been taken up in Ranchi

districts only.

18

Fresh Milk Products of MUZAFFARPUR DAIRY

PRODUCT PACKING

LASSSI 200gm,

RASGULLA 250 gm,500gm,7kg,18kg

GULABJAMUN 500gm,7kg,18kg

DAHI 100 gm,7kg,18kg

PANEER 200gm,400gm

SUDHA SPECIAL 250gm,

RABRI 100gm,

Ramdana lie 100gm,

Kaju Barfi 250gm,500gm

Khoa methai 250gm

Ghee 500gm

19

MILK AND MILK PRODUCTS

Our products are available in market under brand name “Sudha”. These

products are produced keeping in view the taste and preferences of

consumers. Our main products are as follows:-

Milk:-

Sudha cow milk

Sudha gold milk

Sudha shakti milk

Sudha healthy milk

Sudha smart milk

Sudha lite milk

20

Milk Products:-

Sudha Ghee

Sudha Ice-Cream

Sudha Misti-dahi

Sudha Peda

Sudha Paneer

Sudha special

21

Sudha Kalakand

Sudha Rasogulla

Sudha Gulabjamun

Sudha Plain-curd

Sudha Ledikeni

Sudha Balusahi

New Product Launches:-

Sudha cool sip

Sudha Mattha

Sudha milk honey

Sudha milk powder

22

SALES (PERCENTAGE OF MARKET SALES QUALITY WISE):-

TOND MILK 27% (Approx)

DOUBLE TOND MILK 15% (Approx)

STANDERD MILK 35% (Approx)

GOLD 15% (Approx)

COW MILK 08% (Approx)

23

1.3 ABOUT THE STUDY:

A THEORETICAL ASPECT OF MARKETING PROSPECT:

One of the challenging tasks faced by an industrial firm is the development

and marketing new industrial products. Though new product development is

complex and difficult, it is a valid and necessary task for a profitable growth of

a firm. It tests a firm’s market knowledge, technical competence, financial

strength, and ability to complete. Unless products that have entered the

decline stage are replaced by new products a firm cannot expect to maintain

its profitability and growth.

CLASSIFICATION OF NEW PRODUCTS:

1.) New to the world products: new products that create an entirely new

market.

2.) New product line: new products that allow a company to enter an

established market for the first time.

3.) Additions to existing product line: new products that supplement

established product lines (package size, flavors etc.)

4.) Improvements and revisions of existing product: new products that

provide improved performance or greater perceived value and replace

existing products.

5.) Repositioning: existing products that are targeted to new markets or

market segments.

6.) Cost reductions: new products that provide similar performance at

lower cost.

24

THE NEW PRODUCT DEVELOPMENT PROCESS:

The process by which potential products ideas are generated, evaluated,

directed, and turned into products is called the New- product

development process. We shall consider seven stages in the new

product development process, although it can be described in a verity of

other ways with more and less number of stages. The seven stages of

new-product development process are:

(1) Idea generation

(2) Screening of ideas

(3) Concept testing

(4) Business analysis

(5) Product development

(6) Test marketing

(7) Commercialization.

(1). Idea generation:

The focus in this first stage is on searching for new product ideas. Few

ideas generated at this stage are good enough to be commercially successful.

New product ideas come for a verity of sources. An important of new product

ideas is customers. Fundamentally, customer needs and wants seem to be the

most fertile and logical place to start looking for new product ideas. This is

equally important for both personal consumers and industrial customers.

25

Product planning starts with the creation of product ideas. The

continuous search for new scientific knowledge provides the clues for

meaningful idea formation.

Internal Sources of New Product Ideas:

Research and Development (R&D) Department

Technical Service Staff

Company Salesman

Executive Personnel

Top Management

Company Patent Department

From Employees Suggestions, etc.

External Sources of New Product Ideas :

Consumers

Competitors

Consulting Organizations

Advertising Agencies

Government Agencies

Distributers

Wholesalers and Retailers

Free lance inventors.

26

(2). Screening of Ideas:

After collecting the product ideas, the next stage is screening of these

ideas. The main object of screening is to abandon further consideration of

those ideas which are inconsistent with the product policy of the firm. The

product ideas are expected to be favorable and will give room for the

consumer satisfaction, profitability, a good market share, firm’s image etc. All

the ideas cannot be accepted, because certain product plans need huge

amount of investments, for certain plans raw materials may not be available,

certain plans may not be practicable etc. Many of the ideas are rejected on

account of many reasons and thus eliminate unsuitable ideas. Only promising

and profitable ideas are picked up for further investigation.

(3). Concept Testing:

After the new product idea passes the screening stage, it is subjected to

‘concept testing’. Concept testing is different from test marketing, which takes

place at a large stage. What is tested at this stage is the product concept itself-

whether the prospective consumers understand the product idea, whether

they are respective towards the idea, whether they actually need such a

product and whether they will try out such a product if it is made available to

them. In fact, in addition to the specific advantage of getting the consumers

response to the product idea, this exercise incidentally helps the company to

bring the product concept into clearer focus. Concept testing helps the

company to choose the best among the alternative product concepts.

Consumers are called upon to offer their comments on the precise written

description of the product concept, viz, the attributes and expected benefits.

27

(4). Business Analysis:

The purpose of business analysis is to develop estimated projections of the

sales, costs, and profitability of the proposed new product over 5-7 years. It is

a detailed analysis in terms of

Required investment in plant, equipment, working capital, and

market development;

Market potential, sales forecast, customer and competitive analysis;

Costs of product development, manufacturing and marketing the

product;

Likely price levels, profitability and return on investment, and so

on.

It is not a right decision to assign the task of business analysis to those

persons who have either proposed the new product idea or who are

advocating its acceptance, because of their excessive optimism or having

vested interest. Either management consultants or the corporate planning

staffs, who have experience and skills in strategic planning, marketing,

finance, engineering and production, could be given the task of business

analysis. If the projected sales and profits satisfy the company’s long term

objectives or goals, then the new product concept moves to the next of

product development. It should be noted that the projections made in

business analysis may be revised if new information comes in.

28

(5). Product Development:

Product development is a process in which engineers and technicians

create the desired product. The R & D department develops one or more

prototypes of the product concept. The development of a prototype will

confirm or negate its ability to produce the product with in the cost estimates

and performance parameters previously established. The marketing

department must inform the R & D department about the needs of the

customers in term of product performance and the cost estimates, based on

the customer’s reactions on the concept testing carried out earlier. The R & D

departments challenge is to achieve both the performance and the cost

objectives.

In today’s fiercely competitive market, developing a new product or a new

technology is not enough, how fast the new product is developed and

launched in the market is very critical. Conventional development engineering

cycle consists of:

Design Process Engineering Tooling Manufacturing

Final product Testing

(If there is no failure during testing). The possibility of reducing this cycle to

half and for speeding up the development, a concept of concurrent

engineering is practice. It uses hi-tech computer hardware and software tools,

in conjunction with high speed satellite communication to design, test,

process engineer, manufacture tolling, and so forth, simultaneously instead of

29

in a long sequence. All this is done to ensure that new products are developed

and launched in the market before the competitors.

(6). TEST MARKETING:

In industrial marketing, market testing is done by using different methods.

These are alpha and beta testing, introduction of new product at trade shows,

testing in distributer/dealer showrooms, and test marketing. The choice of the

method of testing depends on the size and cost of the product in a short span

of time.

Alpha testing consists of testing the products which are high priced or new

technologies, internally in the company. The product is done to evaluate the

performance parameter and operating costs. If the results of an in-company

testing are satisfactory, the company will go for the second stage of beta

testing at the potential user sites. The sales marketing people should identify

the user firms who would permit confidential testing of the new product at

their factories. The marketing and technical people should observe how the

user firms use the product, if any problems are faced while using the new

product, and interact with the user firm’s technical and other members. If the

numbers of users of the new product are small, product testing at relatively

few user sites may suffice. However, in case of large number of industrial

users, the result of product testing at few users site may be difficult to

generalize.

If market testing of the new product gives adequate information to decide on

launching the new product, the company management decides to go ahead

with commercialization.

30

(7).COMMERCIALIZATION:

A product is commercialized or launched when it is introduced to a target

market. It involves implementation of the various activities developed in an

action plan as a part of the marketing plan. The activities include training of

sales force, product catalogues, price list introductory advertisements,

adequate stocks at the company warehouses and /or with

dealers/distributors, customer service, and so on. In order to ensure proper

co-ordination and timely completion of many activities involved in launching

a new product, industrial marketers can use critical path method (CPM)

network technique. The marketing activities have to be synchronized with

production to ensure market entry timing.

In launching a new product, the company must make four decisions:

(A) When should the product to be launched?

Right time.

(B) Where should it be launched?

A single locality,

A region or

National market.

(C) Which group should be targeted?

Existing customers.

(D) How should it be launched?

Develop an action plan for introducing the new product into the

rollout markets.

31

Consider the following before launching a new product:

Effective market research

Identification of consumer needs

Effective promotion

Proper distribution system

Correct pricing strategy

Knowledge of local needs

Choose correct time

1.4 OBJECTIVES OF THE STUDY:

The following objectives are studied for this project work:

To find which type of Soan Papri people like most.

To find what are the factors affecting the sales of Soan Papri.

To find which media is most effective to promote Sudha Soan Papri.

To find which size of packaging is most effective in the market.

To study the level of consumers awareness towards Sudha milk

products.

To find the target market for Sudha Soan Papri.

32

1.5 LIMITATIONS OF THE STUDY:

Every study is conducted under some limitations. This study is also no

exception. Main limitations of the study are as follows:-

Due to fast changing marketing environment the analysis may not hold

good for a long time.

Due to the lack of time, during this limited period the study may not be

detailed full-fledged and useful in all aspects.

It was very challenging to convince people to participate in interview.

There was the limited time available each day and lots of tasks had to

complete in a day like preparing a reports, conducting surveys etc.

33

CHAPTER-2

RESEARCH METHODOLOGY

METHODOLOGY:

34

Methodology is a systematic way to undertake the study. It may be

understood as a science of studying how study is done. In fact, success of the

research project depends entirely on the data and therefore the methods

employed in the collection of the data.

STUDY OBJECTIVE:

The main objective of the study is to understand the business

environment of Sudha Soan Papri in Motihari, to know the marketing prospect

of Sudha Soan Papri.

RESEARCH DESIGN:

Research design indicates the methods of research i.e., the methods of

gathering information and methods of sampling. Research design in the study

is descriptive analytical research. It is designed to describe something, such as

demographic characteristics or who use the product.

SAMPLING TECHNIQUE:

The sampling techniques involved in this project are convenience sampling

technique. The respondents were interviewed at various places like residence

and outlet shop of milk products.

SAMPLING PLAN:

35

1. Sampling unit: sampling unit consist of only consumers, it mainly

comprises of consumers in Motihari.

2. Sampling method: convenience sampling method.

3. Sample size: It consists of 100 consumers.

DATA COLLECTION METHODS:

1.) Primary Data:

In this method the various information are gathered for the very first

time or we can say that it is a way of getting first hand information.

Primary data is gathered by interview, questionnaire. This primary data

collection was major part of field survey.

2.) SECONDARY DATA:

Data which are already available and it may provide ready information

relevant to the study is called secondary data.

The information collection process and methodology which I followed

secondary data with the help of Internal source (Life history, Letters,

Diaries and Memory), External Sources (Book, Business Journals,

Websites etc.) and other such modes of information generation.

QUESTIONNAIRE DESCRIPTION:

36

The questionnaire was prepared consisting of structured and non-disguised.

The questions were logically and sequentially arranged in the questionnaire

so the proper and authentic information can be obtained from the

respondents without any anomalies from the part of the respondents

provided corrects response can obtained.

METHODS OF ANALYSIS:

In order to analysis the data obtained from questionnaire various

statistical tools were used like the average, percentage, charts and ANOVA

test were used.

ANOVA:

Analysis of variance (ANOVA) is an extremely useful technique concerning

researches in the field of economics, biology, education, psychology, sociology,

business/industry and in researches of several other disciplines. Through

ANOVA technique one can, in general, investigate any number of factors which

are hypothesized or said to influence the dependent variable. Under the one-

way ANOVA, we consider only one factor and then observe that the reason for

said factor to be important is that several possible types of samples can occur

within that factor.

37

CHAPTER: 3

DATA ANALYSIS

AND INTERPRETATION

Table:-1 Gender of respondents Gender category No. of respondentsMale 80

Female 20

38

Total 100

Graph:-1

Gender of respondents

male80%

Femal

e20%

The above table and chart shows that out of the total 100 respondents 80% are male and the rest 20% are female. So, most of the respondents are male.

Table:-2 AGE GROUP OF RESPONDENTS

Age category No. of respondents 10-20 Years 620-30 Years 4930-50 Years 36above 50 years 9Total 100

39

Graph:-2

AGE GROUP OF RESPONDENTS

10-20 Years6%

20-30 Years49%

30-50 Years36%

above 50 years9%

The above table and chart shows that 49% respondents fall in the category of age group 20 to 30 years, 36% are 30 to 50 years of age, 6% respondents are 10 to 20 years of age and rest 9% respondents are above 50 years of age. It is therefore inferred that the age group 20 to 30 constitute the maximum number of customers who come for purchasing milk products.

Table:-3

OCCUPATION OF RESPONDENT

Occupation category No. of respondentsStudent 28Government employee 12Private employee 35Business 13

40

unemployed 12Total 100

Graph:-3

OCCUPATION OF RESPONDENT

Student28%

Govern-ment

employee12%

Private employee

35%

Business13%

unemployed12%

The above table and chart shows that out of the total respondents 35% are in private job 12% are in government job 13% are in business 28% respondents are students and remaining 12% are unemployed. So, majority of the respondents are private employee. Table:-4

TASTED SOAN PAPRI

Tasted soan papri No. of respondentsYes 91

No 9

Total 100

Graph:-4 TASTED SOAN PAPRI

41

Yes91%

No9%

The above table and chart shows that out of the total respondents 91% respondents have tasted Soan Papri and remaining 9% respondents have not tasted Soan Papri.

Table:-5PURCHASE TYPE OF SOAN PAPRI

Type of soan papri No. of respondentsLoose 4Branded 51Packed & Branded 43Other specify 2Total 100

Graph:-5 PURCHASE TYPE OF SOAN PAPRI

42

Loose4%

Branded51%

Packed & Branded

43%

Other specify2%

The above table and chart shows that out of the total respondents 51% are purchasers of branded soan papri 43% are packed and branded 4% are loose purchasers and remaining 2% of respondents buy in other forms. So, majority of the purchases branded soan papri.

Table:-6PREFERED SOAN PAPRI

Brand No. of respondentsAmul 37Haldiram 31Bikaji 18Any other 14Total 100

Graph:-6PREFERED SOAN PAPRI

43

Amul37%

Haldiram31%

Bikaji18%

Any other14%

On the brand of soan papri 37% of respondents are of the opinion that they are consumers of Amul, 31% are consumers of Haldiram, 18% are consumers of Bikaji and rest 14% are consumers of other brands. From the above data is comes as an inference that Amul is the most preferred brand of soan papri among customers.

Table:-7NATURE OF SOAN PAPRI

Types No. of respondentsVegetable oil 12Pure ghee 88Total 100

Graph:-7NATURE OF SOAN PAPRI

44

Vegetable oil12%

Pure ghee88%

The above table and chart shows that out of the total respondents 88% like pure ghee of soan papri and remaining 12% respondents like vegetable oil’s soan papri.

Table:-8 LIKING TOWERDS FLAVOURED SOAN PAPRI

Like No. of respondentsYes 83No 17Total 100

Graph:-8 LIKING TOWERDS FLAVOURED SOAN PAPRI

45

Yes83%

No17%

The above table and chart shows that out of the total respondents 83% respondents like flavored soan papri and remaining 17% respondents don’t like flavored soan papri.

Table:-9 OPINION ABOUT PREFERED FLAVOUR

Flavours No of respondentsElichi Flavour 47Orange flavor 21Mango flavor 11Chocolate flavor 9Any other 12Total 100

Graph:-9 OPINION ABOUT PREFERED FLAVOUR

46

Elaichi Flavor47%

Orange flavor21%

Mango flavor11%

Chocolate flavor

9%Any other

12%

The above table and chart shows that out of the total respondents 47% prefer for Elichi flavor, 21% prefer for Orange flavor, 11% prefer for Mango flavor, 9% prefer for chocolate flavor and rest 12% prefer for any other flavors of soan papri.

Table:-10 CRITERIA OF SELECTION

Factors No. of respondentsTaste 18

Brand 29Availability 19Price 7Quality 27Total 100

Graph:-10 CRITERIA OF SELECTION

47

Taste18%

Brand

29%

Avail-ability19%

Price7%

Quality27%

The above table and chart shows that out of the total respondents 29% consumers are select soan papri on the basis of brand, 27% are select on the basis of quality, 19% are select on the basis of availability, 18% are select on the basis of taste and remaining 7% are select on the basis of price.

Table:-11 USAGE OF SUDHA PRODUCTS

Usage No. of respondentsYes 84

No 16

Total 100

Graph:-11 USAGE OF SUDHA PRODUCTS

48

Yes84%

No16%

On the usage response it comes as inference that 84% of the total respondents are user of Sudha products and rest 16% are non users of Sudha products. There it may be said that Sudha has a dominant purchase in the Motihari as 84% of total respondents are users of Sudha products.

Table:-12 INFLUENCING FACTORS OF PURCHASE

Influencing factors No. of respondentsProduct quality 38Price value 15Brand 27Design 3Availability 17Total 100

Graph:-12INFLUENCING FACTOR OF PURCHASE

49

Product quality

38%

Price value15%Brand

27%

Design3%

Availability17%

The above table and chart shows that out of the total respondents 38% respondents are influence on the basis of product quality, 27% on the basis of brand, 17% on the basis of availability, 15% on the basis of price value and remaining 3% are influence on the basis of design of the product.

Table:-13

OPINION ON SATISFACTION OF PACKAGING

Opinion No. of respondents Very good 41Good 58Poor 1Total 100

Graph:-13

OPINION ON SATISFACTION OF PACKAGING

50

Very good41%

Good58%

Poor1%

The above table and chart shows that out of the total respondents 58% says that good, 41% very good and rest 1% say poor. So, majority of the respondents are satisfied with packaging.

Table:-14

QUALITY OF SUDHA PRODSUCTS

Satisfaction level No. of respondents Highly satisfied 32Satisfied 52Neutral 13Dissatisfied 2Highly Dissatisfied 1Total 100

Graph:-14QUALITY OF SUDHA PRODSUCTS

51

highly satisfied

32%

Satis-fied52%

Neutral13%

Dissatisfied2%

Highly Dissatisfied1%

The above table and chart shows that out of the total respondents 52% are satisfied, 32% are highly satisfied, 13% are neutral, 2% are dissatisfied and rest 1% are highly dissatisfied with quality of Sudha products.

Table:-15

AWARENESS OF LAUNCHING SOAN PAPRI

Aware No. of respondents Yes 84

No 16

Total 100

Graph:-15 AWARENESS OF LAUNCHING SOAN PAPRI

52

Yes84%

No16%

The above table and chart shows that out of the total respondents 84% are aware and rest 16% not aware that Sudha dairy is going to launch soan papri.

Table:-16

FEEDBACK OF MEDIA

Media No. of respondents Electronic 17

Print 45

Outdoor 26

Any other 12

Total 100

Graph:-16FEEDBACK OF MEDIA

53

Elec-tronic17%

Print45%

Outdoor26%

Any other12%

The above table and chart shows that out of the total respondents 45% are aware through Print media, 26% through Outdoor media, 17% through Electronic media and rest 12% aware through any other media.

Table:-17

PREFER TO SUDHA SOAN PAPRI

Prefer No. of respondents Yes 87

No 13

Total 100

Graph:-17 PREFER TO SUDHA SOAN PAPRI

54

Yes87%

No13%

The above table and chart shows that out of the total respondents 87% are prefer Sudha soan papri and rest 13% respondents are not prefer Sudha soan papri.

Table:-18

OPINION ABOUT PACKAGE SIZE

Packaging size No. of respondents 100 gm 5250 gm 18500 gm 51Above 500 gm 26Total 100

Graph:-18 OPINION ABOUT PACKAGE SIZE

55

100 gm5%

250 gm18%

500 gm51%

Above 500 gm26%

On package size 51% respondents are of the opinion that they would prefer 500 gm, 18% prefer 250 gm, 5% prefer 100 gm and the rest 26% preferred above 500 gm size of soan papri. In terms of packaging, 500 gm is the preferred quantity by maximum number of respondents, while above 500 gm package is the second most preferred packaged quantity.

Table:-19

OPINION ABOUT THE PRICE

Price No. of respondents Equivalent to Amul 18Equivalent to Haldiram 9

Equivalent to Bikaji 13Less than above 60Total 100

Graph:-19 OPINION ABOUT THE PRICE

56

Equivalent to Amul18%

Equivalent to Haldiram

9%

Equivalent to Bikaji13%

Less than above60%

On price parameter 18% of respondents wanted the price to be equivalent to Amul, 13% wanted it to be equivalent to Bikaji, 9% wanted it to be equivalent to Haldiram while 60% expected it to be less than others. It comes as result from the above data that most customers expect the pricing of product to be less than all the reputed existing brands.

ANOVA TEST

57

Table:-20

ASSOCATION BETWEEN INFLUNCING FACTOR AND AGE

One-way ANOVA

ONSum of

Squares df

Mean

Square F Significance

Between Groups3.102 4 .776 1.421 .233(NS)

Within Groups51.858 95 .546

58

Total54.960 99

Ho: there is no significant difference of opinion on the influencing factors of

soan papri on the basis of age among the respondents.

INTERPRETATION:

The tabulated value is 0.233 which is greater than 0.05. Therefore, the

influencing factor of soan papri is associated with the age among the

respondents. Hence, the null hypothesis is rejected.

Table:-21

ASSOCATION BETWEEN OPINIONS ABOUT THE QUALITY AND AGE

One-way ANOVA

Sum of

Squares df

Mean

Square F Significance

Between

Groups.280 4 .070 .121 .974(NS)

Within

Groups54.680 95 .576

59

Total54.960 99

Ho: there is no significant difference of opinion about the quality of Sudha

products on the basis of age among the respondents.

INTERPRETATION:

The tabulated value is 0.974 which is greater than 0.05. Therefore, the opinion

about the quality of Sudha products is associated with the age among the

respondents. Hence, the null hypothesis is rejected.

Table:-22

ASSOCATION BETWEEN SELECTION CRITERIA AND GENDER

One-way ANOVA

Sum of

Squares df

Mean

Square F Significance

Between

Groups1.002 4 .250 1.586 .184(NS)

Within

Groups14.998 95 .158

60

Total16.000 99

Ho: there is no significant difference of selection criteria of soan papri on the

basis of gender among the respondents.

INTERPRETATION:

The tabulated value is 0.184 which is greater than 0.05. Therefore, the

selection criteria of soan papri are associated with the gender among the

respondents. Hence, the null hypothesis is rejected.

Table:-23

ASSOCATION BETWEEN INFLUNCING FACTOR AND QUALITY OF SUDHA

PRODUCTS

One-way ANOVA

Sum of

Squares df

Mean

Square F Significance

Between

Groups6.465 4 1.616 .759 .555(NS)

Within 202.375 95 2.130

61

Groups

Total208.840 99

Ho: there is no significant difference of influencing factor of soan papri on the

basis of quality of Sudha products.

INTERPRETATION:

The tabulated value is 0.555 which is greater than 0.05. Therefore, the

influencing factor of soan papri is associated with the quality of Sudha

products. Hence, the null hypothesis is rejected.

CHAPTER: 4

FINDING AND SUGGESTION

62

FINDING

Most of the customers are aware that Sudha dairy is going to launch

soan papri.

Male respondents constituted 80% of total respondents.

It is found that out of the total respondents 35% respondents are in

private job.

49% respondents are belongs to age group 20 to 30 years.

It is found that 91% respondents have tested soan papri.

51% respondents purchase branded soan papri.

Majority 88% respondents like pure ghee of soan papri.

It is found that 87% respondents like flavoured soan papri.

84% respondents are user of Sudha products.

51% respondents are preferred from 500 gm of packaging size.

45% respondents are aware through the print media.

63

58% respondents say that the packaging of products is good.

29% respondents select soan papri on the basis of brand.

52% respondents are satisfied with quality of Sudha products.

It is found that 87% respondents are preferred to Sudha soan papri.

SUGGESTION

Have also come to know from the survey that people want pure and

easily available product. In other words it can be said that consumers

favors those products that are widely available at the retail counter.

The company should arrange social as well as cultural programme in

the sales territory.

84% respondents are users of Sudha products, in order to convert 16%

of the respondents, into regular customers; the company should

promote products by offering discounts.

Provide home delivery and credit term facility to the consumers.

Most of the people on whom survey was conducted are satisfied with

Sudha products, so company retains its brand image.

64

CHAPTER: 5

65

CONCLUSION

In simple terms market prospective means to reach a product and services is

used or consumed by in the consumers in a well defined market segment

with in a definite period of time. It means how deeply the product is able to

establish itself in a market and what percentage of Sudha soan papri

customer in MOTIHARI market was conducted for Tirhut Dugdh Utpadak

Sahkari Sangh ltd, Muzaffarpur. Where the product is Sudha soan papri which

the company is going to launch in coming winter season. The market is

divided in several categories to identify the uses level of the Sudha soan papri

and to get there feedback on the Sudha soan papri they are using. The

66

conclusion was basically drowned on the basis of surveys which consist of a

set of questionnaire followed by the personal interview of the respondent.

REFERENCES

BIBLIOGRAPHY:

Philip kotler, Kevinkeller, Abraham Koshy and Jha, Marketing

Management, 12th Edition, Pearson Education, New delhi,2007.

Kothari, C.R. Research Methodology, New Age International (P)

ltd, New Delhi, 2004.

S.L.Gupta, Product management, wisdom Publications, Delhi,2009

67

Indian Dairy Annual Report,2010

www.indiandairy.com/editoria

www.compfed.co.in

www.sudha.com

68

APPENDIX

A STUDY ON MARKETING PROSPECT OF SUDHA SOAN PAPRI IN MOTIHARI DISTRICT

NAME: --------------------------------------------------------

Mob no: -----------------------------------------------------------------

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

1. Gender:

(A.) Male [ ] (B.) Female [ ]

69

2. Age:

(A.) 10-20 years [ ] (B.) 20-30 years [ ]

(C.) 30-50 years [ ] (D.) above 50 years [ ] .

3. What is your occupation?

(A.) Student [ ] (B.) Government employee [ ]

(C.) private employee [ ] (D.) Business [ ]

(E.) Unemployed [ ]

4. Have you tasted Soan Papri?

(A.) Yes [ ] (B.) No [ ].

5. Which type of Soan Papri you purchase?

(A.) Loose [ ] (B.) Branded [ ]

(C.) Packed & Branded [ ] (D.) Other specify [ ]

6. Which brand of Soan Papri do you like most?

(A.) Amul [ ] (B.) Haldiram [ ]

(C.) Bikaji [ ] (D.) Any other [ ]

7. Which type of Soan Papri you like?

(A.) Vegetable oil [ ] (B.) Pure ghee [ ]

8. Do you like flavoured Soan Papri?

(A.) Yes [ ] (B.) No [ ]

9. Which flavour of Soan Papri you prefer?

(A.) Elichi flavour [ ] (B.) Orange flavour [ ]

70

(C.) Mango flavour [ ] (D.) Chocolate flavour [ ]

(E.) Any other [ ].

10. On what criteria do you select the Soan Papri?

(A.) Taste [ ] (B.) Brand [ ]

(C.) Availability [ ] (D.) Price [ ]

(E.) Quality [ ].

11. Do you use Sudha products?

(A.) Yes [ ] (B.) No [ ].

12. What are the main factors that influence you to purchase for Sudha products:

(A.) Product quality [ ] (B.) Price Value [ ]

(C.) Brand [ ] (D.) Design []

(E.) Availability [ ]

13. Are you satisfied with packaging provided by Sudha products?

(A.) Very good [] (B.) Good [

(C.) Poor [ ] (D.) Very poor [ ]

14. State your opinion about the quality of Sudha products:

(A.) High satisfied [ ] (B.) Satisfied [ ]

( C.) Neutral [ ] (D.) Dissatisfied [ ]

(E.) Highly Dissatisfied [ ].

15. Are you aware that Sudha dairy is going to launch Soan Papri?

71

(A.) Yes [ ] (B.) No [ ].

16. Through which media you got this awareness?

(A.) Electronic [ ] (B.) Print [ ]

(C.) Outdoor [ ] (D.) Any other [ ]

17. Do you prefer Sudha Soan Papri?

(A.) Yes [ ] (B.) No [ ]

18. Which packaging size of Soan Papri you prefer from Sudha dairy?

(A.) 100 gm [ ] (B.) 250 gm [ ]

(C.) 500 gm [ ] (D.) Above 500 gm [ ]

19. What should be the price of Sudha Soan Papri?

(A.) Equivalent to Amul [ ] (B.) Equivalent to Haldiram [ ]

(C.) Equivalent to Bikaji [ ] (D.) Less than above [ ]