vimal dairy

S.V. Institute Of Management, Kadi

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1.1 Global Scenario:-

India plays an important role in dairy sector. This is of crucial important to the country. The

country is the world‟s largest milk producer. According for more than 13% of world total

milk production and it is the world‟s largest consumer of dairy product, consuming almost

100% of its own milk production estimated around 74 million tons in 1998.1

According to our research report “Indian Dairy Industry Analysis”, India is the world

‟s largest milk producer, accounting for around 17% of the global milk production. Besides, it

is one of the largest producers as well as consumers of dairy products. Due to their rich

nutritional qualities, the consumption of dairy products has been growing exponentially in the

country, and considering such facts and figures, our study anticipates that the milk production

in India will grow at a CAGR of around 4% during 2011-2015.2

The government is taking several initiatives and running plans and programs like National

Diary Plan and Intensive Dairy Development Program to meet the growing demand for milk

in the country. Our report talks about such schemes, and government regulations to present an

objective and balanced picture of the industry. The study also discusses the opportunities and

strengths of the dairy market in a complete SWOT analysis, and provides an insight into the

competitive landscape. We hope that our comprehensive research will help clients align their

business strategies as per market dynamics, and make sound investment decisions.3

Currently, India is non-entity in the international dairy market place. Only small quantities of

dairy products are exported to Bangladesh, Shrilanka, Nigeria, and the Middle East and very

recently to the USA. The WTO provides India with the opportunity to sell their products in

the other part of world. Especially to the 150 million non resident Indians all over the world.

An ample export potential exists for unique traditional milk products such as ethnic sweets

and foods like Shrikhand, rasgulla, & Paneer. India‟s largest dairy company GCMMF

recently started exporting ghee, butter, and Shrikhand under the Amul brand to the USA. This

product will soon be available in Canada also.

1 http://seminarprojects.com/Thread-global-scenario-of-dairy#ixzz2Vn17lOgF

2 http://www.rncos.com/Report/IM368.htm

3 http://www.rncos.com/Report/IM368.htm

http://seminarprojects.com/Thread-global-scenario-of-dairy#ixzz2Vn17lOgF


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The India dairy sector‟s challenges include the need for improvement in animal feeding, vet

services, milk production, collection and transport as well as the need for advances in

corporate technology and marketing.

Further liberalization seems to be necessary to make private and foreign investment in dairy

sector more attractive. The Indian dairy industry will need this additional investment to keep

pace with the fast increasing demands for dairy products. Export opportunities are certainly

positive but every liter of milk exported with creates need for further expansion in dairy

industries unless and important is growing considerably. On the other hand during the coming

WTO-round more pressure will be put on the Indian government to improve the market

access for dairy products.

1.2 History of the Dairy Industry:-

The history of Dairy Development Movement in India is a new one. During the pre-

independence period this movement was limited to a few pockets of Calcutta, Madras,

Bangalore and Gujarat. The most notable of this venture was Kaira District Co-operative

Milk Producers‟ Union Limited of Anand, Gujarat. But after independence the National

Government took great initiative in setting up new Dairy Co-operatives in many parts of the

country. The National Dairy Development Board was set up to make the ambitious project a

success.

India had tremendous milk production in 40 years and has become the world's largest milk-

producing nation with a gross output of 84.6 million tons in 2001. The Indian Dairy Industry

has achieved this strength of a producer-owned and professionally-managed cooperative

system, despite the facts that a majority of dairy farmers are illiterate and run small, marginal

operations and for many farmers, selling milk is their sole source of income. More than 10

million dairy farmers belong to 96,000 local dairy cooperatives, who sell their products to

one of 170 milk producers' cooperative unions who in turn are supported by 15 state

cooperative milk marketing federations.4

The urban market for milk products is expected to grow at an accelerated pace of around 33%

per annum to around Rs.43,500 crores by year 2005. This growth is going to come from the

greater emphasis on the processed foods sector and also by increase in the conversion of milk

4 http://www.indianmirror.com/indian-industries/dairy.html


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into milk products. By 2005, the value of Indian dairy produce is expected to be Rs 10,00,000

million. Presently the market is valued at around Rs 7, 00,000mn.

India has largest population of cattle in the world with 134 million cows and 125 million

buffaloes. Presently, these are 81,033 village dairy co-operative across the country. The co-

operative societies are federation into 172 distribution milk producers unions, which in turn

have 23 state co-operative dairy federations.

India in the early 1950's was commercially importing around 55000 tonnes of milk powder

annually to meet the urban milk demand. Most of the significant developments in dairying

have taken place in India in this century only.5Farm on insignificant 20,000 liters per day of

milk being processed in 1951, the organized sector is presently handling some 20 million

liters per day over 400 dairy plants. One of the world‟s largest liquid milk plants located in

Delhi, handling over 80,000 liters per day. Mother dairy at the same time in India, first

automatic dairy plant with capacity of 1 million liters per day. Mother dairy Gandhinagar has

been established in Gujarat Co-operative Milk Marketing Federation (GCMMF) owns it.

The Operation Flood Programme was undertaken after the National Dairy Development

Board had been formed in 1965. The programme aimed at bringing the shortage of milk

supply in the four Metropolitan cities of Calcutta, Bombay, Madras and Delhi into agreement

with the abundance of milk production in adjoining villages of the cities. Simply speaking, it

tried to achieve a two-fold objective - increasing the production of milk and making

equilibrium of supply and demand in the milk market the cities.

The Anand pattern had been accepted as the model because the Kaira District Milk

Producers‟ Co-operative Union Limited (AMUL) was then recognized as the only ideal Milk

Union of the country. Though National Dairy Development Board and its members is largest

producer of Milk and Milk derivatives in India, there are other players in this field in private

sector. Broadly defining this private sector of dairy industry one has to consider geographical

vastness of our country and hence in private sector though there are several players only

handfuls are worth mentioning.

The National Dairy Development Board was created in promote, finance and support

producer-owned and controlled organizations. NDDB‟s efforts are co-operative principles

and the Anand Pattern of Co-operation. NDDB began its operations with the mission of

5 http://www.indianmirror.com/indian-industries/dairy.html


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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 programme

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 2001, India‟s 96,000

dairy co-operatives integrated through a three tier co-operative structure – “The Anand

Pattern”, owned by more than ten million farmers, procure an average of 16.5 million liters of

milk every day. The milk is processed and marketed by 170 milk producers‟ co-operative

unions which, in turn, own 15 state co-operative milk marketing federations.

While world milk production declined by 2 per cent in the last three years, according to FAO

estimates, Indian production has increased by 4 per cent. The milk production in India

accounts for more than 13% of the total world output and 57% of total Asia's production. The

top five milk producing nations in the world are India, USA, Russia, Germany and France.

India is the largest producer of milk producing more than 100 million tons of milk per

annum. The table below shows the consistent rise in the milk production in the country.

India's milk production increased from 21.2 million tonnes in 1968-69 to 97.1 million tonnes

in 2005-06 and to 100 million tonnes in 2006-07. Per capita availability of milk was 245

grams per day in 2006-07, increased from 241grams per day in 2005-06, up from 112 grams

per day in 1968-694.6

1.3 Indian Scenario of Dairy:-

Present Indian Dairy Scenario

Largest producer with Tiniest Int'l Trade

India is the largest milk producer in the world.

India produces 14% of world milk production, but its share in international dairy trade

is even less than 0.1%.

In contrast, New Zealand and Australia produce 2.4% and 1.7% of world milk

production, but their share in international dairy trade is 31% and 15% respectively.

6 http://www.fiapo.org/downloads/dairyreport.pdf


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Table 1 -

Milk was always manufactured and consumed in bulk in India. But with the rise in disposable

incomes the demand for milk and related items are on a continuous rise. Milk is said to be

among the most important part of the diets of Indian after wheat and rice.

Milk production in India ranges from rural areas to the highly urbanized ones. In the rural

areas every farmer having one or two cows or buffaloes yields around -3 liters of milk per

animal. India is highly acclaimed for its high contribution of buffalo milk because of factors

like high fat content and a host of other nutrients.

India happens to be the highest producer of milk in the world. India contributes almost 65%

of the total world buffalo milk. With the advent of modern technology India has risen from an

insignificant amount of 200,000 liters per day (lpd) of milk in 1951, to 20 million liters per

day in 2010. The country is home to almost 400 dairy plants.

The milk market in India does not have many active brands. The one major brand that has

been dominating the diary industry in India since quite a few decades is Amul. Since Indians

are very peculiar and choosy about the milk that they consume they do not like to try out

other brands. They like sticking to trusted brands and the brand that has definitely occupied a


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major mind share of the Indian population as far as milk is concerned is Amul. It can easily

be called the top milk brand in India.

The undisputed Top Milk Brand in India is Amul. Established in 1946, the company deserves

maximum credit for making India the world's largest milk and milk products producer.

Evolved over the years as the most preferable liquid milk brand in the Indian subcontinent

Amul churns out a turnover of almost 8,000 crore annually.

Present efforts to Improve Quality

It is true that the low raw milk quality is everybody's concern and conscious efforts

are being made by a few large dairy processors, NABARD and other dairy related

institutions in selected area by providing bulk coolers, milking machines to farmers.

But the problem of poor raw milk quality is so grave and so little and so inadequate is

being done to control, it if not completely overcome it.

1.4 Growth of the Indian dairy Industry:-

Indian Dairy growth

The performance of Indian dairy sector during the 1950s and 1960s was not

remarkable. However, with the successful implementation of Operation Flood

Programme (OFP) during the 1970s, the dairy sector achieved fourfold growth rate by

touching the mark compound growth rate. It is interesting to note that during the past

three decades, the total milk production increased but per capita milk production

declined. India has emerged as the world‟s largest milk producing country.

Milk production increased by about 4 percent a year and it increased from 22 million

tons in 1970-71 to 104.8 million tons in 2007-08, the per capita per day milk

availability increased from 107 grams to 245 grams during this period. India‟s first

automated dairy plant with handling capacity of 1,000,000 lpd has been established at

Gandhinagar near Ahmedabad in Western India.

Several domestic cooperatives have mushroomed and many of them are now

emerging as major players in the global market. OFP for the first time recognized the

need of rural milk producers and paid attention towards their thorough development.It

plays the key role in bringing about the transformation of dairy development in the

country.


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At present India is not able to compete with European Countries and United States in

export trade of dairy products because milk in these countries is highly subsidized. It

is to be noted that the GATT Negotiations were for removal of these subsidies. If

India intends to capture a major chunk of this market, it will have to make concerted

efforts to ensure quality of milk and milk products.

1.5 Top Milk Dairy Industry:-

Top Milk Brands in India

Amul

Paras

Mother Dairy

Saras

Verka Sweet

Amul:-

AMUL means "priceless" in Sanskrit. The brand name "Amul," from the Sanskrit

"Amoolya," was suggested by a quality control expert in Anand. Variants, all

meaning "priceless", are found in several Indian languages. Amul products have been

in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee,

Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream,

Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India.

(Turnover: Rs. 80.05 billion in 2009-10).

Today Amul is a symbol of many things. Of high-quality products sold at reasonable

prices. Of the genesis of a vast co-operative network. Of the triumph of indigenous

technology. Of the marketing savvy of a farmers' organization. And of a proven

model for dairy development.7

7 http://www.amuldairy.com/


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Paras:

PARAS‟s history reflects back to 1960, when the procurement of milk started with 60 Liters

of milk. Ch. Ved Ram, the founder and promoter of our company is one of the connoisseurs

in the dairy farm industry. Ved Ram & Sons started as our partnership company in April

1986.

Our first unit was established in 1987 under company's name VRS Foods Limited and

since then in tune with the rapidly changing technology, production units are well

armed with the latest equipment. These facilities enable us to cater to the needs of our

clients by selling over 2, 50,000 liters of milk per day in Delhi Metro.8

At the heart of the entire network of Paras are hundreds of Village level collection

centers covering 5000 villages across Western U.P., Haryana, Rajasthan, Maharashtra

and Gujarat from where the milk is collected every day.

Mother Dairy:-

MOTHER DAIRY CALCUTTA -a Government of West Bengal project, was started

under Operation Flood II of National Dairy Development Board. It was set up initially

to cater to the demand of the Kolkata urban agglomeration spread over the Kolkata

Metropolitan area, approximately 852 sq kms.

Mother Dairy is also reaching out to the consumers of other Districts. The

commissioning of the Dairy started in July 1978 and the first Distribution vehicle

loaded with milk sachets rolled out of the Dairy in the morning of 8th December

1978. Initially, the management of Mother Dairy was looked after by the National

Dairy Development Board. On 24th March 1982, the then Honorable Chief Minister

Shri Jyoti Basu dedicated Mother Dairy Calcutta to the rural milk producers and

urban milk consumers of West Bengal.9 In the year 2000, Mother Dairy Calcutta

8 http://www.parasdairy.com/overview.php

9 http://www.motherdairycalcutta.com/About%20us.htm


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received ISO 9002 certification and in the year 2001 Mother Dairy received HACCP

Certification.

Saras:-

Bhilwara Milk Union was established in August, 1972 with average milk procurement of

250 ltrs. Per day. Bhilwara Milk Union was registered under rajasthan co-operative act

1965 with the motto to pay remunerative price to its milk producers around the year at

their door step along with technical input services such as animal health care, supply of

balance cattle feed, supplements and breed improvement programmers through Artificial

Insemination and Natural Services and to provide quality products to consumer at

competitive price. 10

It has a Dairy plant handling capacity 2.0 lakh ltrs. Per day with the facilities to pack

milk, ghee etc., and its main products are Ghee, Liquid Milk Shrikhand, Paneer,

Chhach. Milk Union is having a Chilling Plant in hired Ice Factory at Shahapura.

Bhilwara Milk Union is an ISO 9001:2008 & IS 15000 (HACCP) certified

organization. This Milk Union is affiliated to Rajasthan Co-perative Dairy Federation

Ltd., Jaipur.

Verka Sweet:-

Dairy Farming is an age-old subsidiary profession in the rural areas of Punjab. Punjab

is the second largest milk producing state in India, producing around 10% of the

countries Milk Production i.e. 8 million tons annually.11

1. First Milk Plant, of the State was setup at Verka near Amritsar.

2. The brand name of Milk and Milk Products was adopted as Verka.

3. The Foundation stone of Milk Plant, Ludhiana was laid by Hon. S. Parkash Singh

Badal, the then Chief Minister of Punjab in 1970.

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http:/www.sarasdairy.com/ 11

http://ludhiana.nic.in/dept/verka.html


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4. Commissioning of the Plant was done by Punjab Dairy Development Corporation in

1974.

5. Inauguration was done by Late Smt. Indira Gandhi the then Prime Minister of India.

6. The capacity of the plant was 1.00 lac. Liter per day, including powder plant of 7

MT.And now the milk handling capacity is 4.00 Lac Liter per day.

2.1 Organization Vision and Mission:-12

Vision

Based on quality and reliability, Vimal group is to become the most preferred brand in the

region. Our vision is to grow rapidly with the help of newer technologies and tapping latent

needs of the consumers. It is our firm belief that if we can provide what consumers need, in a

way they need, there is hardly a reason why Vimal brand will not soon become one of the

most preferred and trusted brands. For this we will keep re-assessing and build upon our

strengths and improve upon our weaknesses. As part of the Vimal group, we, the Promoters

& the employees should never compromise on the promises of quality and innovation. And

the goals are ours to reach.

Mission

Continue to provide value added products in an ethical and competitive way to the

community. Businesses are to generate profits. The difference with us is how we define

profit. We believe that any exchange of goods and services should leave both- the giver and

taker- satisfied and pleased. This generates trust. This in turn is, key to the growth and even

survival of a company. On the other hand, adapting to changing times – whether it is new

technology or consumer needs makes a business profitable. This profitability allows

continuity and growth of the business. In short, it is a two way process. For overall

development.

2.2 History and Development of the Unit:-

Vimal Dairy Ltd. Establish on 30th

June 1995. Under the name of Vimal Dairy there are

many other companies besides Vimal Dairy Ltd. And jointly they are well known as vimal

group. Vimal group of company consist of several other company they are:

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www.vimaldairy.com

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It has long history in the establishment. Vimal is a group of companies first of all Mr.

Chandubhai I. Patel has started Vimal electric company as a partnership firm in 1978. This

was first to manufactured capacitor, booster, and transformers

The ancillary item of submersible pumps i.e. PVC winding wives and there coreflat cable,

were introduces in the market by forming a private limited company, under the

name of Vimal cables limited. There was a short of water for irrigation. They introduced

submersible pumpkin the market under the brand name of “ Vimal group ‟‟by forming a

private limited company, under the name of “Vimal pumps pvt Ltd”. In 1989, they started

Vimal paint to manufacture different part of industry and decorative paints, by forming a

partnership concern under the name of the Vimal paints. Resin being the raw material

for paints. They started manufacturing resin under Vimal card. Alkyls resin is

exported to various countries. In north Gujarat rapeseeds are available in bulk and

consumption of addible oil is more in Gujarat looking to the heavy demand of refined oils,

they introduce cotton seeds and reposed oil under the name of “Vimal oil & food ltd” for the

same. The company has come out with public issue in March 1994. One of the objects of the

issues was to part finance the project for extraction and so TPD edible refined oil plant.

As we know that north Gujarat, especially Mehsana is well known as major milk producer

district in north Gujarat. There was the benefit of this opportunity and started Vimal Dairy

Ltd. Vimal Dairy Ltd. comes in to existence on 30th June 1995. Under the name of

Vimal, there are many other companies besides Vimal Dairy Ltd. and jointly they are

well known as Vimal Group. The main founder of Vimal group of companies is

Mr.Chandubhai .I. Patel.

1. VIMAL CABLES LTD.

2. VIMAL PUMPS PVT LTD.

3. VIMAL PAINTS

4. VIMAL DAIRY LTD.

5. VIMAL OIL & FOODS LTD.

6. VIMAL MICRONS


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They manufacture process milk powder. The present capacity of the plant is to process two

laces liters of milk per day. The company was also a plant for making powder from milk the

capacity of the same being 10 MT per day. But the developing process does not and here.

They had also entered in to micro mineral business. The company viz “Vimalmicrons

limited” started manufacturing of micro minerals in 1996.it is very clear that this group is still

in progress.

2.3 Size of the unit:-

Basically size of the unit is the three types are there: small, medium and large. It‟s depending

on capital or investment. Our dairy is belonging the medium scall unit.

2.4 Forms of Organization:-

If we checks the formation and nature of Vimal Diary, We can say that the people come

together to form a union, which is operated for the purpose of social welfare. So, we can say

that Vimal Dairy is co-operative sector, as it is not operated with the main purpose of profit.

2.5 Profiling of all department in the Vimal Dairy:-

Chairman :- Shri Chandubhai I. Patel

Whole time Directors :- Shri Jayeshbhai C. Patel

Technical Directors :- Shri C. V. Patel

Chief Accountant :- Shri Babubhai Patel

Financial Manager :- Shri Mahendrabhai Patel

Marketing Manager :- Shri Dashrathbahi Patel

Company Secretary :- Shri Jigneshbhai Maniyar

General Manager :- Shri K. K. Soni

Manager (Procurement) :- Shri Ashokbhai

Manager (Production) :- Shri Dineshbhai Pandya

Manager ( R&D, D.C.) :- Shri D. B. Patel


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Production Department:-

Production department refers to the volume, value or quality of the goods and services

produces in a given period by a worker plant firm or economy. It is the sum of the results

achieved by the various factors used together. There for in words it could be said that

production is the process of transferring raw material or purchased components into finished

products for sale.

“Production Management is the process of planning, organizationing, directing, controlling

and the activities of the production function is the conversion of raw-material into finished

goods.”

PRODUCTS OF THE COMPANY13

1. MILK

Vimal Pasteurised milk

Thick and Pure, Fresh and Sure…

Vimal does allure…

Vimal Milk – a perfect blend of good health and wholesome taste. It's an ideal choice for

people in search of a nutritive balanced diet that does not compromise on taste. It is the right

way to stay fit and fine, jolly and cheerful.

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http://www.vimaldairy.com/product.html


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2. CHEESE

Vimal processed Cheese

Vimal Dairy presents yummy Cheese made from freshly collected milk. Vimal Dairy Cheese

with its great taste and creamy, soft texture is a perfect ingredient and base for a lot of

different items. Currently, available in following box packing: (1) 200 gm, (2) 400 gm and

(3) 1 kg.

1. MOZZARELLA CHEESE

Vimal Pizza Cheese

Vimal is introducing genuine Mozzarella Cheese for pizzas & other exotic dishes. Vimal

Pizza Cheese has Moist, Soft, Elastic texture and has a very timely surface sheen and when

fresh, it has a slightly salty blandish taste and pleasant aroma. Because of its stretch ability ,

i.e. ability to form strings when hot, this cheese is ideal for preparing Lasagna, Veal, Cutlet,

All Paramagnet and as a topping on pizzas. When baked along with pizzas, it melts

uniformly, beautifully engulfing all other ingredients of the pizza surface. Vimal Mozzarella

is an excellent source of milk proteins, which are palatable. Currently, available in 200gm

and 500gm box packing.


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2. PANEER

Vimal Fresh Paneer

"Richer, Softer, Better" Paneer made out of fresh milk. Automated production process giving

Hygienic Fresh Paneer unlike the locally made Paneer & being sold in open.

3. VIMAL FRESH FROZEN PANEER

"Richer, Softer, Better" Paneer made out of fresh milk. Automated production process giving

Hygienic Fresh Paneer unlike the locally made Paneer & being sold in open. Most convenient

form of diced / Block Fresh Paneer which can be stored in deep freeze for usage at any time.

4. GHEES


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Vimal pure daanedaar Ghee

White Daanedaar Ghee… Every housewife's dream…

From Pure buffalo milk… Flavour… Aroma… Taste… Thickness…

Vimal Dairy Ghee is available in one liter tin, half liter polypack, 5 liter tin and also in 15

liter tin. All the packs are carefully packed to ensure that the rich flavour and aroma of Vimal

Dairy Ghee gets sealed in and remains intact for you to savour and enjoy.

5. BUTTER

Vimal Table and White Butter

It‟s Delicious. It‟s Creamy. And it‟s so easy to spread. Available in 100 gm and 500 gm

packs, Vimal Dairy Butter is produced under totally hygienic conditions using Vimal Dairy‟s

wholesome milk. Special Features: Made from fresh cream by modern continuous butter

making machines. Marketed in India since last decade.


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6. MILK POWDER

Vimal skimmed milk powder

Milk Powder made from Skimmed Milk, Vitamins D

Special Features:

The product is creamy white in colour: Marketed in India since last decade.

7. DAHI

Vimal pasteurised Dahi (Curd)

Firm and Consistent, Thick and Uniform...

Quality is visible here...Vimal Dairy Dahi believes in being natural!!! Yes, NO

preservatives... Made from pasteurised standardized milk which contains 4.5 % milk fat and

10 % milk SNF... Not only does it taste great, it also aids in digestion by maintaining

balanced micro flora in the intestine and suppressing the growth of undesirable pathogenic

bacteria. Available in 200 gm Pouch and 200 gm Cup.


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8. FLAVOURED MILK

Vimal Cheers: flavoured milk

Vimal Dairy Ltd. Introduces Vimal Cheers sterilized and homogenized flavoured milk. Vimal

Cheers is rich in proteins, calcium & it has all the goodness of pure milk & tastes great when

served chilled. Vimal Cheers is the ideal thrust quencher apart from being a health and energy

drink. Vimal Cheers is available in 200ml attractive glass bottle having in three different

flavours Kesar, Elaichi & Chocolate at present and many more flavoures like Mango,

Strawberry, and Coffee etc. will be available within couple of Weeks.

9. VIMAL ICE – CREAM

Vimal Ice Cream

Here's some good news for ice-creams enthusiasts!

Vimal has recently introduced best quality ice creams with a wide range of flavours in

different packing like cups, candies, cones, party packs, bulk packs under the brand name of

Vimal.


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10. VIMAL SHRIKHAND

A popular sweet across India, Shrikhand has been one on Vimal Dairy's strengths since the

beginning. Made from creamy thick yoghurt, Vimal Dairy Shrikhand comes in many mouth-

watering flavors. In a sentence, it will melt in your mouth, leaving a delicious taste lingering!

It is available in the popular flavors

So come, dig in our Shrikhand and let your taste-buds rejoice!

Marketing Department:-

“Marketing is a process of planning and executive the conception, pricing, promotions and

distribution of ideas, goods and services, to create exchanges that satisfy individual and

organizational objectives.”

Human Resources Department:-

“Management is planning, organizing, directing and controlling of the procurement,

development, compensation, integration, maintenance and separation of human resource to

the end individual, organizational and social objectives are accomplished.

Finance Department:-

Finance is that administrative area or asset of administrative function in the organization,

which related with arrangement of cash and credit, so that organization may have the means

to car out, is objectives as satisfactory as possible.


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ORGANIZATION CHART OF THE COMPANY


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Literature Review

A study was carried out by Mr. S.P. Karuppasamy Pandian, S.P.Nivetha Varathani,

V.Keerthivasan (August 2012) on the titled “An Empirical Study On “Consumer Perception

Towards Branded Shirts In Trichy City” it conclude that, India is witnessing change in life

styles of large section of the population. The need to understand the emerging markets and

consumers has become a big challenge for the corporate world especially in creating and

managing a powerful brand. By developing a powerful brand, corporate can establish 'brand

equity and the equity assists firms in a variety of ways to manage competition and to maintain

market share. Due to the globalization process, Indians are getting attracted to readymade

dresses, particularly Multinational brands. Buying behavior of men on branded shirts is

changing one. Number of people visits the showroom with a brand in mind because the

quality and comfort of that brand are suitable for them. It becomes important for the

marketers to understand these relationships for successful design and execution of branding

strategies.

A study was carried out by Vivek Srivastava (2011) on the titled “A study of Brand

Awareness and Customer Perception of MAHARAJA WHITELINE Products” it conclude

that, India being the Second largest growing economy with huge consumer class has resulted

in consumer durables. The rising income levels double-income families and consumer

awareness are the main growth drivers for the industries. The Domestic Appliances Market is

of Rs. 2000 cr. With this the overall the domestic appliances industry growing @ 15-20% In

which companies of Organized sector like Philips, Maharaja Whiteline, Bajaj, Inalsa, Singer,

Usha and some Regional Players also took part in this growth. Over the last few years many

of companies have greatly improved their performance & the graph of growth through

superior sales promotion services. (Srivastva, 2011)


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A study was carried out by Harry M. Kaiser, Clifford W. Scherer, and David M. Barbano

(1992) on the titled “Consumer Perceptions and Attitudes towards Bovine Somatotropin” it

conclude that, This article investigates the possible negative effects of bovine Somatotropin

(bST) and antibiotic use in cows on fluid-milk consumption in New York State. Based on

data from a consumer survey, the potential change in milk consumption due to bST and

antibiotic use is estimated. In addition, the current perceptions of consumers about bST and

antibiotics are measured, and the significant socioeconomic, demographic, and attitudinal

characteristics of consumers that are related to their milk-consumption response to bST are

identified. Depending upon consumer awareness of bST, the results indicate that milk

consumption in New York State could decrease by 5,5% to 15.6% if bST is approved. The

results also suggest that antibiotic use in cows could decrease milk consumption by 1.6% to

7%, depending upon consumer awareness; A major implication is that education will likely

play an important role in influencing consumers‟ attitudes and perceptions about both bST

and antibiotics. (Harry M. Kaiser, 1992 )

A study was carried out by Dr.S.SUDHAGAR (July-Aug. 2012) on the titled “A Study on

Perception and Awareness on Credit Cards among Bank Customers in Krishnagiri District” it

conclude that, A credit card is a small plastic card issued to users as a system of payment. It

allows its holder to buy goods and services based on the holder's promise to pay for these

goods and services. The issuer of the card creates a revolving account and grants a line of

credit to the consumer (or the user) from which the user can borrow money for payment to a

merchant or as a cash advance to the user. (Dr.S.SUDHAGAR, July-Aug. 2012)

A study was carried out by Sohail Ayyaz, Hammad Badar, Abdul Ghafoor (Jan-June 2011)

on the titled “Level and Determinants of Consumers‟ Perception of Packed Milk in Pakistan”

it conclude that, The results of the study indicate that consumers mostly perceive packed milk

relatively better due to its various quality attributes. The estimated ordered logistic regression

model reveal that younger, married and male consumers irrespective of education level have

greater preferences for packed milk. The study suggests that government should encourage

and promote investment in milk processing industry in Pakistan. The milk processing and

marketing companies should further improve various milk quality attributes and offer packed

milk at fair price in the markets. (Sohail Ayyaz, Jan-June 2011)


23

A study was carried out by Dr. Qian Sun, Naren Sridhar , Mark O‟Brien (23-26 April 2009)

on the titled “CONSUMER PERCEPTION OF PRODUCT STIMULI” it conclude that, (i) a

psychological approach towards understanding Indian consumer associations is both possible

and can act as an important tool in determining consumer needs. (ii) „Visual Aesthetics‟ is

one of the key factors in the decision making process of the Indian consumer, however,

„extrinsic‟ factorsv are still not as significant a contributor as „intrinsic‟ factors such as

product visuals and features. (Dr. Qian Sun, 23-26 April 2009)

A study was carried out by Ms. Richa Pandit, Ms. Devina Upadhyay (Sep 2012) on the titled

“Consumer Perception Towards 3G Mobile Technologies” it conclude that As per the survey

speed of 3G mobile technology is higher than other generations of technologies in India,

Smart phones are more suitable for using 3G technologies than mobile phones in India ,

Additional facilities like video calling, mobile television, telemedicine, improved music

quality, etc. are having edge over other generation technologies\ , Using Applications in 3G

Handsets is more complex than other 2G handsets, 3G mobile technologies focus on all

facilities in euivalent manner including internet facility, 3G phones do not have of hardware

and software faults. So we can say that there are no differences in the consumers` usage

pattern of 3G mobile technologies in Ahmedabad. Consumers` perception towards 3G mobile

technologies does not change as per their age, income and occupation in India. (Ms. Richa

Pandit, Sep 2012)

A study was carried out by Mr. Bulent Ergonu (August 2013) on the titled “Consumer

awareness and perception to food safety‟‟ it conclude that A consumer analysis

Relationships among the main food safety concerns and food consumption habits of 600

consumers living in Manisa City center, Turkey were evaluated. Respondents were

interviewed face-to-face by a structured questionnaire. Sixty six questions under different

groups (demographics of respondents, food safety perceptions, and awareness of food-borne

illnesses, contaminants of foods and hazards, sources of food safety information, confidence

in food safety authorities, food handling and safety practices at homes) were asked in the

interview. Food handling practices and food safety are of public concern, and action is

required to prevent the food-borne illnesses. It was seen that, TV and radio programs are

important media for sharing the knowledge of food safety with consumers.


24

We determined the awareness of the Turkish consumers in terms of food safety. Study

indicated the need for more education regarding safe food handling practices. This subject of

public concern and action is required to prevent food-borne illnesses. TV and radio are

important media for sharing the knowledge of food safety. Government publications are more

trusted by the consumers. (Ergonu, 2013)

A study was carried out by Adele martins, Nico martins, Martins s.olivier (2001) on the

titled, “Consumer Perception of Electronic - commerce. Consumers‟ concerns about

conducting electronic business transactions and the risks involved have a vital impact on the

transition of electronic business. This paper deals mainly with consumers‟ willingness to

conduct Electronic-commerce and their knowledge of the security measures used in online

transactions. In an inferential survey Human Resource (HR) and Information Technology

(IT) consumers‟ perceptions of buying products and services and giving credit card

information over the Internet were compared. The results allow one to conclude that

consumers generally do not trust the security of Electronic-commerce. It was also found that

IT respondents have a better knowledge of security measures used during online transactions

than HR respondents, but are still not significantly more willing to conduct Electronic-

commerce. The conclusion drawn that it is not so much the lack of knowledge of security

measures that has an impact on consumers‟ perceptions, but rather the issue of trust that

needs to be addressed. (Olivier, 2001)

A study was carried out by Mrs. Neela badrie, Ahilya gobin ,Shakti dookeran, and Rachel

Duncan (2006) titled on , “Consumer awareness and perception to food safety hazards in

Trinidad, west indies” it conclude that there was no distnict (p>0.05) trust in food safety

authorities, gender had (p>0.05) no influence on response. The study highlighted gaps in food

safety knowledge and critical violations in food hanling. (Duncan, 2006)


25

Introduction about Customer Awareness and Perception

4.1 Define Customer Awareness:-

Customer awareness is making the customer aware of His/her rights. Consumer awareness it

a marketing term. It means that consumers note or are aware of products or services, its

characteristics and the other marketing P's (place to buy, price, and promotion). 14

Usually commercials and ads increase consumer awareness, as well as "word of mouth" (a

comment from someone you know about a product or service).

AWARENESS: "A person with awareness would likely be able to report on his or her

internal and external states."15

Need of Consumer Awareness

It has been observed that the people for, whom various schemes have been taken up by

Bureau of Indian Standards (BIS), in fact, do not get benefit as expected. This is mainly

because they are not fully aware of these schemes and their benefits. Also, only

knowledgeable and alert consumers aware of their rights and responsibilities can protect

themselves effectively. The need of the hour is, therefore, to educate the common consumers

particularly those in rural areas who are more susceptible to exploitation. Once they are

educated and made aware of the schemes that have been drawn up for their benefit and also

the redressal forum that is available, the benefit of various schemes, in true sense, will reach

the common consumers of the country. It is, therefore, our bounden duty to play our part

jointly and effectively in disseminating various schemes to the common consumers of the

country. In this regard, the role of the voluntary consumer organizations, consumer activists,

non-governmental organizations, educational institutions and media cannot be ignored. 16

14

http://in.answers.yahoo.com/question 15

http://psychologydictionary.org/awareness 16

http://iimm.org

http://psychologydictionary.org/awareness/#ixzz2Zw9omfkc


26

Making existing and potential customers knowledgeable about products/services, consumer

awareness programs create more informed buying decisions. Consumers cannot purchase

products and services if they do not know they exist. A lack of consumer awareness in any

industry can harm sales. If specific products and services are better known, those products

and services will remain on the front line in sales. Therefore, it is important to implement

consumer awareness programs that will introduce and make the target audience aware of the

products and services a company offers. Consumer awareness programs can be initiated

through the utilization of flyers, brochures, television, radio, guides, fact sheets, information

posted to a Web site, school programs, and other sources depending upon the topic and the

message delivered.

We need it so we will not be misled by producers, it explains if what we buy is worth to our

money and not harmful to us and to environment.

Many people are ignorant of their rights to get protected against the exploitation by so many

others. So when there is a forum for such redress of grievances there seems to be no such

exploitation by many; and becomes a rare one. So in order to get a clear picture of the level of

exploitation of consumers, the awareness is required.

Customer Awareness in Rural India

On account of the globalization and liberalization increase in middle income and high income

population in the villages our rural markets are also expanding. So companies are reaching

with their products to our rural markets as well. But the rural consumers in India are

generally ignorant and illiterate. So they are exploited by the manufacturers, traders and

service providers. Rural consumers face problems like fake brands spurious products, lack

warranties and guarantees, imitation, unreasonable pricing, lack of varieties and so on.

There is a need for spreading consumer awareness in the rural areas more seriously.


27

4.2 Define Customer Perception:-

Perception is the process by which people translate sensory impressions into a coherent and

unified view of the world around them. Though necessarily based on incomplete and

unverified (or unreliable) information, perception is equated with reality for most practical

purposes and guides human behavior in general.17

Since the rise of experimental psychology in the late 19th Century, psychology's

understanding of perception has progressed by combining a variety of techniques.[3]

Psychophysics measures the effect on perception of varying the physical qualities of the

input. Sensory neuroscience studies the brain mechanisms underlying perception. Perceptual

systems can also be studied computationally, in terms of the information they process.

Perceptual issues in philosophy include the extent to which sensory qualities such as sounds,

smells or colors exist in objective reality rather than the mind of the perceiver.[3]

Perception (from the Latin perceptio, percipio) is the organization, identification, and

interpretation of sensory information in order to fabricate a mental representation through the

process of transduction, which sensors in the body transform signals from the environment

into encoded neural signals.18

All perception involves signals in the nervous system, which in

turn result from physical stimulation of the sense organs.19

For example, vision involves light

striking the retinas of the eyes, smell is mediated by odor molecules and hearing involves

pressure waves. Perception is not the passive receipt of these signals, but can be shaped by

learning, memory and expectation.20

Perception is an active information process, which allows us to organised, interpret, and

ultimately act upon sensory information coming to us from our outside world.21

17

http://www.businessdictionary.com/definition/perception.html 18

Schacter, Daniel (2011). Psychology. Worth Publishers 19

Goldstein (2009) pp. 5–7 20 Gregory, Richard. "Perception" in Gregory, Zangwill (1987) pp. 598–601

21

http://www.gerardkeegan.co.uk/glossary/gloss_a.htm


28

RESEARCH METHODOLOGY

We are students of S. V. Institute of Management, Kadi pursuing First year MBA. As a part

of our curriculum we have to undertake a Management Research Project for duration of 7–8

weeks in a company. We are keenly interested to carry out this project in Vimal Dairy Ltd.

5.1 Research Title:-

“A Study on Customer Awareness and Perception towards the Products of Vimal Dairy:

A Specific focus on Rural Ares”

5.2 Research Objectives:-

Primary Objective

1. To find out the consumers awareness & Perception toward the product of vimal dairy.

Secondary Objective

1. To know the customer‟s preference towards vimal dairy.

2. To know the brand image of vimal dairy product in consumers mind.

3. To know the consumers expectation from vimal dairy product.

4. To know on what basis consumers purchase the vimal dairy product.

5. To know consumer perception regarding product price and also what they think

about the product.


29

5.3 Research Type:-

Research is basically of two types:

• Basic Research

• Applied Research

Basic research is undertaken for increase in knowledge. There is no direct benefit as it is

search for the sake of research. It is conducted to satisfy any curiosity such as what makes

things happens? Why society changes? In fact, it is the source of most new theories,

principals and ideas. There is no commercial value to the discoveries resulting from such

research.

Applied research is use of basic research or past theories, knowledge and method for solving

an existing problem. It deals with practical problems. It is opposed to pure research which is

not problem oriented. In the present world situation more emphasis is being given to applied

research to solve problems arising out of over population and scarcity of natural resources.

Applied research sore saw that product would have limited market and stressed on cost

cutting, reduced weight and long distance communication For the research study here we

have used the “Applied Research”. As, the result of the study will be used for the next

research and also according to the study the implication of the result will be done in near

future.

In our research study we used the “Applied Research”.


30

5.4 Research Design:-

There are mainly two types of research design

1. Exploratory research design

2. Conclusive research design

Conclusive research design includes

1. Descriptive research

2. Experimental (Causal) research

The present study is a Descriptive research conducted in the North Gujarat region. It

specifically focuses on consumer awareness and perception‟ about Vimal Dairy Product.

5.5 Data Source:-

1. Primary source

2. Secondary source

5.6 Data Collection Methods:-

1. Primary Data (Survey)

2. Secondary Data (From Company & Website)

!

1) Primary Data:

Primary Data are organized by researcher for the specific purpose of addressing the

problem at hand.

Here the customers will be surveyed to collect the primary data.

Tools used for Collection of Data: - Questionnaire

2) Secondary Data:

Secondary Data are data that have already been collected for purposes other than the

problem at hand.

Tools used for Collection of Data :- a) Websites

Internet – http://www.vimaldairy.com



31

5.7 Population:-

Population Definition:

A person having engaged in dairy activity and have an experience of growing

different varieties of dairy products

Population Size:

In our survey populations are North Gujarat Region.

5.8 Sampling Methods:-

1. Probability Sampling

2. Non-Probability Sampling

We have used non-probability sampling method because it is relied on the personal

judgment of the researcher. In that convenience sampling is used in Project Study.

Convenience Sampling:

A non-probability sampling technique that attempts to obtain a sample of convenient e

lements. The selection of sampling units is left primarily to the interviewer.

5.9 Sampling Size:-

384 (95% Significance Level and 5% Probable Error )

=

= (1.96)² (0.5)(0.5)

(0.5)²

= 384


32

5.10 Analytical Techniques And Tools Applied:-

Analytical Techniques Applied:

1. Descriptive Statistics

2. Reliability Analysis

3. Chi – Square Analysis

4. Anova Test

5. Independent t Test

6. Factor Analysis

7. Rank Analysis

8. Mean Score

9. Weighted Average

TOOLS Applied:-

1. SPSS 18

2. MS EXCEL.2010

5.11 Limitation Of Study:-

The time duration was limited to 7-8 weeks.

Responses of consumer might be bias towards company.

Geographical constraint: There was geographical constrain because the survey has

been done from only North Gujarat Region.

The sample size which we selected was only 384.which was not large enough to give

accurate report.

The data obtained from secondary source leaves less validity and reliability with

respect to secondary data published in particular time with respect to our current

report.


33

6.1 Data Analysis and Interpretation:-

Q.1 Are you aware about vimal dairy products?

Table 2 – No of respondents aware of the vimal dairy products

Chart 1 - Awareness about vimal dairy products

Interpretation:

From the above chart it can be interpreted that from the sample size taken for survey all the

respondents are awarded about the Product of Vimal Dairy. Because the survey was

conducted only for those respondent who use the Products of the Vimal Dairy. And in this

survey all the respondents included in sample size are aware about the Vimal Dairy Products.

Among the sample size 384 the 100% respondent aware about the Products of Vimal Dairy.

100%

0

Aware of vimal dairy products

Yes

No

Particulars No of Respondents Percentage (%)

Yes 384 100%

No 0 0

Total 384 100%


34

Q.2 How did you come to know about Products of Vimal Dairy? (Multiple)

Table 3 – Know through the Different media of the vimal dairy products

Media No. of Respondents Percentage (%)

Television 125 33%

Hoarding 200 52%

Magazine 165 43%

Friends 250 65%

Website 75 20%

Other 25 7%

Chart 2 – Know through the Different media of the vimal dairy products

Interpretation:

From the above diagram it is to be interpreted that from the selected sample size for the

survey, most of the response of respondents are know through the friends and hoardings. So it

is the best media to advertise or awareness creates of the different varieties of products of the

vimal dairy among the customers.

33%

52%

43%

65%

20%

7%

0%

10%

20%

30%

40%

50%

60%

70%

Television Hoarding Magazine Friends Website Other

No. of Respondensts (%)

Media


35

Q.3 Which Products of Vimal Dairy are you aware of? (Multiple)

Table 4 - No. Of Respondents aware about different products of Vimal dairy

Chart 3 –No. Of Respondents aware about different products of Vimal dairy

Interpretation:

From the above diagram interpreted that milk and butter milk product which is most of the

customer aware and some of the know about the vimal Shrikhand and flavoured milk, so

survey also interpret that the products of vimal dairy in milk which is highly aware.

91%

35% 39%51% 46%

31%42%

31%

67%

46%

13% 8%

0%

20%

40%

60%

80%

100%

No. Of Respondents (%)

Products

Products No. Of Respondents Percentage (%)

Milk 350 91%

Butter 135 35%

Milk powder 150 39%

Ghee 195 51%

Cheese 178 46%

Paneer 120 31%

Dahi 160 42%

Ice-cream 120 31%

Butter milk 259 67%

Mozzarella cheese 178 46%

Flavored milk 50 13%

Vimal Shrikhand 30 8%


36

Q.4 Are you using Vimal Dairy Products?

Table 5 – No. Of Respondents Consume the Products of Vimal Dairy

Chart 4 – No. Of Respondents Consume the Products of Vimal Dairy

Interpretation:

Here above chart show that the all customers are using the Vimal Dairy Products. Means in

the survey all respondents are using the products of Vimal Dairy. Here we take only the

sample like which is using the vimal dairy products.

100%

0%

No. Of Respondents Consume (%)

Yes

No

Particulars No of Respondents Percentage (%)

Yes 384 100%

No 0 0

Total 384 100%


37

Q.5 Since how long are you using Vimal Dairy Products?

Table 6 – No. Of Respodents using Vimal Dairy Products some year duration

Chart 5- No. Of Respodents using Vimal Dairy Products some year duration

Interpretation:

We aksed to the respondents that how long they using the products of Vimal Dairy. We can

see that Milk and ButterMilk are using last 3 or more than 3 years while Dahi 1 to 2 years and

rest of products are using 1 or more than 1 years. So we can say that market of Milk and

Butter Milk are strong or more using than other products of Vimal Dairy.

Product 0-1 year 1-2 year 3-4 year >4 year

Milk 60 80 145 50

Milkpowder 22 40 16 25

Cheese 18 30 9 3

Dahi 35 70 20 5

Buttermilk 95 75 110 60

Butter 40 15 15 20

Paneer 20 40 35 25

Ghee 15 32 3 7

Icecream 60 19 4 6

Mozzarella cheese 25 6 5 3

Flavoured milk 6 10 10 4

Vimal Shrikhand 6 3 4 3

0

50

100

150

200

250

300

350

>4 year

3-4 year

1-2 year

0-1 year


38

Q.6 Which promotional scheme attracts you while purchasing Vimal dairy products?

Table 7 – Promotional Schemes attract the customer during the purchase

Chart 6 - Promotional Schemes attract the customer during the purchase

Scheme Highly

Attractive

Attractive Neutral Not

Attractive

Not at all

Attractive

Discount 250 120 25 26 10

Gift

Coupon

60 190 120 30 5

Cash back 11 80 124 135 40

0

50

100

150

200

250

H.A A N NA NAL

Discount

gift coupon

cash back


39

Table 8 -Descriptive Stat. Of Promotional Schemes that attract the customer purchase

Scheme Mean Std.Deviation

Discount 1.45 0.644

Gift coupon 2.28 0.848

Cash back 3.21 0.977

Interpretation:

Before purchasing the products of the dairy every customer consider the affected Promotional

Scheme and then purchase the product accordingly to it. Here in this question customers are

show their preference about the various promotional schemes. Above diagram show that

customers are preferred more or first „Discount „Second preferred scheme is „Gift Coupon‟

and third „Cash Back‟ are the least preferred schemes.


40

Q.7 Which factors influence you while purchasing Vimal Dairy Products?

Table 9 - Influencing the factors that affect the customer during purchase of product

Factors Highly

Influence

Influence Neutral Not

Influence

Not at all

Influence

Price 216 160 8 0 0

Quality 200 145 36 3 0

Quantity 106 115 132 31 0

Brand 175 128 50 23 8

Availability 58 126 150 50 0

Packaging 37 104 142 89 12

Promotional

Scheme

35 112 172 58 7

Taste 188 124 63 6 3

Chart 7 - Influencing the factors that affect the customer during purchase of product

0

50

100

150

200

250

300

350

400

Not at all Influence

Not Influence

Neutral

Influence

Highly Influence


41

Table 10 - Descriptive Stat. of factors that affect the customer during purchase of

product

Factors Mean Std. Deviation

Price 1.47 .540

Quality 1.54 .657

Quantity 2.29 1.030

Brand 1.68 .738

Availability 2.59 .946

Packaging 2.89 1.022

Promotional Scheme 2.75 .903

Taste 1.73 .789

Interpretation:

From the above diagram show that the Price, Quality & taste of the vimal dairy products are

highly influence compare to other factor. And also Brand, availability and other factors are

also influence while purchasing the products of vimal dairy. Because now a day customer are

well known and aware of the price and other factors of the other brand products. And also

during the purchsing more than one factor are also affected to the customer.


42

Q.8 Who makes decision regarding purchase of Vimal Dairy Products?

Table 11 - No. Of Respondents makes decision for purchasing products of vimal dairy

Decision Takers No. Of Respondets Percentage (%)

Wife 17 4%

Husband 12 3%

Son/Daughter 18 5%

Father 85 22%

Mother 27 7%

Myself 225 59%

Total 384 100%

Chart 8 - No. Of Respondents makes decision for purchasing products of vimal dairy

Wife

4%Husband

3%Son/Daughter

5%

Father

22%

Mother

7%

Myself

59%



43

Interpritation: In this above chart show that the most of the respondents means 225 out of

384 means 59% are take decision his or her self. After second 22% are take decision by father

while remaining decision take by Mother, Wife, Husband and Son/Daughter.

Q.9 Which attribute in the product makes you to buy products of Vimal Dairy?

(Rank from 1 to 5) (1 for most important & 5 for less important )

MILK

Table 12 - Different attributes are considered at time of purchsing products

Factors Highly

Important

Important Moderate Not

Important

Not at

all

Price 126 107 17 2 0

Quality 18 59 127 47 2

Quantity 21 59 106 65 2

Brand 85 128 34 5 0


Packaging 18 68 87 60 20

Promotional

Scheme

90 50 60 70 30


44

Chart 9 - Different attributes are considered at time of purchsing products

Table 13 - Descriptive Stat. of attributes are considered at time of purchsing products

020406080

100120140160180

Response of Respondent about Milk

Highly Important

Important

Moderate

Not Important

Not at all

Features Mean Std. Deviation

Price 1.57 .632

Quality 2.83 .827

Quantity 2.87 .902

Brand 1.83 .712





45

Interpritation:

Here Availability and Price Highly Important during the purchasing the product. Rest of are

Important, Moderate, Not Important and Not at all. Also we can say that customer give first

preference to the availability of products because if any person wish to purchase but near not

available the product so person purchase the another brand product.

MILK POWDER



Factors Highly

Important


Important

Not at

all

Price 25 20 7 0 0

Quality 7 16 25 5 0

Quantity 8 15 13 12 4

Brand 25 20 5 1 0


Packaging 5 16 14 8 3

Promotional

Scheme

5 15 12 7 2

0

5

10

15

20

25

Highly Important

Important

Moderate

Not Important

Not at all


46

Table 15 - Descriptive Stat. Of attributes are considered at time of purchsing

Interpritation:

Before purchasing the Products of the dairy every customers consider the affected factor and

then purchase the product accordingly to it.

As per the diagram and Table we can say that Price, Quality and Brand are most consider by

the customers at the time of purchasing Vimal Dairy Products. Because price and Quality are

most important factors which consider more. Availability and rest of factors are come after.

Features Mean Std. Deviation

Price 1.61 .606

Quality 2.54 .751

Quantity 2.76 1.037

Brand 1.76 .705

Availabilty 1.83 .973


Promotional Scheme 2.85 1.053


47

CHEESE



0

5

10

15

20

25

30

35

40

45

Highly Important

Important

Moderate

Not Important

Not at all

Factors Highly

Important


Important

Not at

all

Price 20 38 5 0 0

Quality 7 10 30 12 4

Quantity 7 17 30 7 0

Brand 20 18 15 10 0



Promotional

Scheme

12 10 25 10 6


48


Mean Std. Deviation

Price 1.76 .588

Quality 2.78 .832

Quantity 2.56 .876

Brand 2.00 .933


Packaging 3.13 .907


Interpritation:

Customers puarchase the cheese before they see that availability,price and after see that the

quantity and quality of cheese. So availability of the products at the store or parlour is most

require and quality is see by customers.


49

DAHI



Factor Highly

Important


Important

Not at

all

Price 60 40 7 0 0

Quality 5 25 55 22 0

Quantity 10 20 50 25 2

Brand 12 32 25 30 8


Packaging 12 26 45 16 8

Promotional

Scheme

6 21 40 22 18

0

10

20

30

40

50

60

70

Highly Important

Important

Moderate

Not Important

Not at all


50


Interpritation:

Here Dahi products purchase before customers see that avilable or not and yes so how much

quantity are there and how much price also. Means is criteria of the customers are there. So

we can say that avilability,price and also quantity, quality are also most important during the

purchasing the product Dahi.

Mean Std.

Deviation

Price 1.54 .554

Quality 2.88 .749

Quantity 2.89 .935

Brand 2.94 1.123





51

BUTTER MILK



Factor Highly

Important


Important

Not at

all

Price 84 91 15 1 0

Quality 7 52 110 22 0

Quantity 12 43 70 70 1

Brand 22 56 60 36 16


Packaging 19 53 80 24 14

Promotional

Scheme

8 42 85 40 15

0

20

40

60

80

100

120

Highly Important

Important

Moderate

Not Important

Not at all


52


Mean Std. Deviation

Price 1.65 .647

Quality 2.77 .695

Quantity 3.02 .920

Brand 2.85 1.144

Availabilty 1.70 1.011



Interpritation:

Before the purchasing the Butter Milk, customers are see first that quality and availability.

Means we can say that quality of the products are good compaire to the other brand. So

customer is attract more due to the quality and availability at the store or parlour. So

company require to strong the distribution or quality to be maintain is require.


53

BUTTER


Chart 14- Different attributes are considered at time of purchsing products

0

5

10

15

20

25

Highly Important

Important

Moderate

Not Important

Not at all

Factor Highly

Important


Important

Not at

all

Price 20 15 7 0 0

Quality 14 18 10 0 0

Quantity 4 3 22 11 2

Brand 20 8 5 7 2



Promotional

Scheme

7 20 5 5 5


54


Interpritation:

As per chart we see say that cutomers give first rank more means highly important the

price,brand,availability and packaging. Mens price, brand, availability and packaging first see

the customers. Customer now a day more preffered the availability because nobody have time

go ahead or more distance. Nearness of the availibility of the products available is most

require.

Mean Std. Deviation

Price 1.78 .750

Qualiyy 2.78 .672

Quantity 2.95 .911

Brand 1.78 .630


Packaging 2.49 .932

promotional scheme 3.16 .834


55

PANEER



Factors Highly

Important


Important

Not at

all

Price 39 35 12 0 0

Quality 22 50 12 0 0

Quantity 6 26 25 20 0

Brand 25 27 20 1 0


Packaging 10 20 30 25 5

Promotional

Scheme

5 20 30 14 10

05

101520253035404550

Highly Important

Important

Moderate

Not Important

Not at all


56

Table 25- Descriptive Stat. Of attributes are considered at time of purchsing

Interpritation:

During the purchasing of Paneer customers are see that the avilable or not if yes so how

much price of the paneer is. After more rank give to the Quality of the product. And rest of

factors are moderate. So require is that the avilability of products at a parlour or store is most

important are there.

Mean Std.

Deviation

Price 1.67 .694

Quality 2.91 .680

Quantity 2.93 1.049

Brand 2.03 .789

Availability 1.70 1.007


promotional scheme 3.12 1.089


57

GHEE



Factors Highly

Important


Important

Not at

all

Price 15 10 2 0 0

Quality 16 6 5 0 0

Quantity 12 8 5 2 0

Brand 16 10 1 0 0



Promotional

Scheme

2 16 4 2 3

0

2

4

6

8

10

12

14

16

18

Highly Important

Important

Moderate

Not Important

Not at all


58


Mean Std. Deviation

Price 1.75 .847

Quality 2.58 .654

Quantity 2.83 .702

Brand 3.42 .974


Packaging 2.33 .637


Interpritation:

As per the chart customer give highly important to the price, quality, quantity, brand,

availability and packaging. Means during the purchasing of Ghee customers cosider the all

factors. So it is most important are there. Because customer equally see the all factors of the

products.


59

ICE-CREAM



0

5

10

15

20

25

30

35

Highly Important

Important

Moderate

Not Important

Not at all

Factors Highly

Important


Important

Not at

all

Price 35 24 1 0 0

Quality 5 15 20 10 10

Quantity 10 20 14 16 2

Brand 22 24 15 0 0



Promotional

Scheme

3 7 25 15 10


60


Interpritation:

As per the chart we can see that customers are see the price and avilability of the product

nearness is require. And also rest of factors are also important and moderate are there.

Because Ice-Crame is product which available or quality and promotional scheme also play

most important role during the purchasing.

Mean Std. Deviation

Price 1.43 .533

Quality 2.80 .732

Quantity 2.67 1.100

Brand 1.88 .761





61

MOZZARELLA CHEESE



Factors Highly

Important


Important

Not at

all

Price 6 3 0 0 0

Quality 4 2 1 2 0

Quantity 2 2 2 3 0

Brand 5 2 2 0 0


Packaging 3 2 2 2 0

Promotional

Scheme

2 2 3 2 0

0

1

2

3

4

5

6

Highly Important

Important

Moderate

Not Important

Not at all


62


Mean Std. Deviation

Price 1.33 .500

Quality 3.22 .833

Quantity 2.78 .833

Brand 2.89 1.167


Packaging 3.22 .972


Interpritation:

According to the chart, before the purchasing of Mozzarella Cheese by customers they can

see that the price, quality and brand are first see by the customers. And also the highly

important are there. So price first see means affordable or not and quality is good or not. And

rest of all factor also important or moderate are there.


63

FLAVOURED MILK



01234567

Highly Important

Important

Moderate

Not Important

Not at all

Factors Highly

Important


Important

Not at

all

Price 6 5 3 0 0

Quality 4 6 2 2 0

Quantity 2 4 4 4 0

Brand 5 6 3 0 0


Packaging 2 5 6 1 0

Promotional

Scheme

2 4 7 1 0


64


Mean Std. Deviation

Price 1.71 .726

Quality 2.71 .469

Quantity 2.71 1.069

Brand 1.79 .699




Interpritation:

Before the purchasing the Flavored Milk Customers are see that the Price and brand of the

product. Means they highly important give to the product. Because various brand of Flavored

Milk are avilable in the market. So it is possible that the first products factors check by

customer. Here promotional scheme and packaging are not important but moderate are there.

And rest of factors are important according the customer.


65

VIMAL SHRIKHAND



01234567

Highly Important

Important

Moderate

Not Important

Not at all

Factors Highly

Important


Important

Not at

all

Price 6 6 1 0 0

Quality 7 2 2 2 0

Quantity 3 4 3 2 1

Brand 4 4 5 0 0


Packaging 0 3 7 3 0

Promotional

Scheme

2 4 5 2 0


66


Mean Std. Deviation

Price 1.62 .650

Quality 2.62 .768

Quantity 3.15 .987

Brand 2.00 .577


Packaging 2.69 .751


Interpritation:

As per the chart we can say that quality and availability of the Vimal Shrikhand highly

important are there. After the price is highly important are there. Vimal products avalability is

play most important role during the purchasing the products are there. And rest of factors are

moderate or important are there.


67

Q.10 what criteria are you choosing at the time of selecting products of different

Brands of Dairy products? (Give Rank - 1 to 4) (1 is for highest & 4 is for

Least)

PRICE

Table 36 – Price criteria of Different Brands of dairy products

Graph 21 - Price criteria of Different Brands of dairy products

Interpretation:

From the above chart and table it is to be interpreted that from the selected sample size in our

survey, most of the response of customer the price of the Amul product is more prefer

compare to other brand. So according to pricing criteria of the Amul is highly preffered by

the customer rather than the Price of the other brand products.

31

79

214

6078

6141

202

59

183

110

38

216

6119

84

0

50

100

150

200

250

Gaytri Madhur Amul Vimal

Brand 1 2 3 4 Weightage Rank

Gaytri 31 78 59 216 692 4

Madhur 79 61 183 61 926 3

Amul 214 41 110 19 1218 1

Vimal 60 202 38 84 1006 2


68

QUALITY

Table 37 – Quality criteria of Different Brands of dairy products

Rank 1 2 3 4 Weightage Rank

Gaytri 30 93 47 214 707 4

Madhur 72 70 210 32 950 3

Amul 240 42 94 8 1282 1

Vimal 42 179 33 130 901 2

Graph 22 - Quality criteria of Different Brands of dairy products

Interpretation:

From the above chart and table it is to be interpreted that from the selected sample size for the

survey, most of the response of customer the Quality of the Amul product is highly satisfy

compare to other brand. So according to quality criteria the brand is more highly preffered by

the customer rather than the brand of other product.

30 72

240

4293 70 42

179

47

210

9433

214

32 8

130

0

50

100

150

200

250

300

Gaytri madhur amul vimal

Brands


69

QUANTITY

Table 38 – Quantity criteria of Different Brands of dairy products


Gaytri 32 88 42 222 698 4

Madhur 81 63 214 26 967 2

Amul 252 42 80 10 1304 1

Vimal 20 191 48 125 874 3

Graph 23 - Quantity Criteria of Different Brands of dairy products

Interpretation:

In this above chart interpreted that from the selected sample size for the survey, most of the

response of customer the Quantity of the Amul product is highly satisfy compare to other

brand. So according to quantity criteria the brand is more highly preffered the customer than

the brand of other product.

3281

252

2088

6342

191

42

214

8048

222

26 10

125

0

50

100

150

200

250

300


1

4

3

2


70

BRAND FACTOR

Table 39 - Brand Factor criteria of Different Brands of dairy products


Gaytri 17 55 52 260 597 2

Madhur 51 90 221 22 938 3

Amul 300 27 46 11 1384 1

Vimal 16 212 65 91 921 4

Graph 24 - Brand factor criteria of Different Brands of dairy product

Interpretation:

As per the above chart we can interpret that Brand factor of the Amul is more prefer by the

respondent. Because brand is the crate a different place in the customer minds. So first they

choose the brand category of Amul and second place they choose the Gaytri so we conclude

that amul is the best brand.

17 51

300

165590

27

212

52

221

46 65

260

22 1191

0

50

100

150

200

250

300

350



71

AVAILABILITY

Table 40 - Availability criteria of Different Brands of dairy products


Gaytri 6 99 136 143 736 3

Madhur 23 201 140 20 995 2

Amul 341 13 24 6 1457 1

Vimal 14 72 84 214 654 4

Graph 25 - Availability criteria of Different Brands of dairy products

Interpretation:


survey, most of the response of customer the availability of the Amul product is highly

comfortable compare to other brand. So according to availability criteria the brand of Amul

comes the first stage and second vimal can take place because Amul not available so than

customer go the other place to purchase the vimal product. So Amul is highly preffered by

the customer rather than the brand of other product.

6 23

341

1499

201

13 72136 140

2484

143

20 6

214

0

50

100

150

200

250

300

350

400



72

PACKAGING

Table 41 - Packaging criteria of Different Brands of dairy products

Graph 26 – Packaging criteria of Different Brands of dairy products

Interpritation:


survey, most of the response of customer the Packaging of the Amul product is highly satisfy

compare to other brand. Because Amul is produce the difference packaging in the different

product and quality of the Amul packaging is also good. So according to Packaging criteria

the brand of Amul more highly preffered by the customer rather than the brand of other

product. And second place Vimal are come because vimal packaging is also good are there.

1870

273

23

10275

19

188

50

208

8343

214

31 9

130

0

50

100

150

200

250

300



Gaytri 18 102 50 214 692 4

Madhur 70 75 208 31 952 2

Amul 273 19 83 9 1324 1

Vimal 23 188 43 130 872 3


73

PROMOTIONAL SCHEME

Table 42 - Promotional scheme criteria of Different Brands of dairy products

Brand 1 2 3 4 Weightage Rank

Gaytri 30 62 52 240 650 4

Madhur 74 77 202 31 962 2

Amul 253 40 86 5 1309 1

Vimal 27 205 44 108 919 3

Graph 27 - Promotional scheme criteria of Different Brands of dairy products

Interpritation:

Before the purchasing the products see that promotional scheme of product. Because now

days promotional scheme more attract the customers. So here we shown the different brand

promotional scheme so according to the above chart and table interpreted that Amul give the

more promotional scheme so customer prefer the most first rank achieve by the Amul and

second place come the Gaytri and rest of all.

3074

253

2762 77

40

205

52

202

8644

240

31 5

108

0

50

100

150

200

250

300



74

TASTE

Table 43 – Taste criteria of Different Brands of dairy products


Gaytri 50 74 30 230 712 4

Madhur 29 211 34 110 927 3

Amul 213 49 118 4 939 2

Vimal 92 50 202 40 962 1

Graph 28 – Taste criteria of Different Brands of dairy products

Interpritation:


survey, most of the response of customer the Quality of the Amul product is highly satisfy

compare to other brand.so according to quality criteria the brand is more highly preffered the

customer than the brand of other product.

5029

213

9274

211

49 5030 34

118

202

230

110

4 400

50

100

150

200

250



75

050

100150200250

Quality of

Vimal Dairy

products are good.

Products of

Vimal Dairy

are easily available.

Brand image

of Vimal

Dairy is good.

Test of

Vimal Dairy

product is good than

the other

brands products.

Price of

Vimal Dairy

Products are reasonable.

Vimal Dairy

Products

Advt. is more

influence the

Customer.

Various

flavors of

Vimal are available in

the market.

Vimal Dairy

Products are

easily abailable in

the any

parlour.

Customers

are satisfy

with Vimal Dairy

Products.

Agreeness Of Respondensts

Strongly Agree Agree Indifferent Disagree Strongly Disagree

Q. 11 Rate the following sentences as per your agreeness.

Table 44 – View on agreeness of Vimal dairy products

Statements Strongly

Agree

Agree Indifferent Disagree Strongly

Disagree

Quality of Vimal Dairy

products is/are good.

201 152 31 0 0

The products of Vimal Dairy

is/are easily available.

12 59 166 84 67

Brand image of Vimal Dairy is

good in the market.

70 116 163 31 8

Test of Vimal Dairy products

is/are good compare to other

brands products.

29 124 181 45 9

Price of Vimal Dairy Products

is/are reasonable.

100 32 0 120 52

Vimal Dairy Products

Advertisement is more

influence the Customer.

12 100 133 87 56

Various flavor of Vimal Dairy

Products are available in the

market.

22 141 0 62 13

Vimal Dairy Products are

easily abailable in the any

parlour.

19 110 115 89 55

Customers are satisfy with

Vimal Dairy Products.

25 72 99 108 84

Chart 29- View on agreeness of Vimal dairy products


76

Table 45 – Descriptive Stat. View on agreeness of Vimal dairy products

Mean Std. Deviation

Quality 1.56 .644

Easily Availablity 3.35 1.024

Brandimage 2.46 .936

Test 2.69 .847

Price 4.11 .944

Advertisement Influence 3.20 1.050

Markert Availability 2.75 .897

Parlour Availability 3.14 1.121

Satisfaction 3.40 1.192

Interpretation :

As per the customers answer or chart we can see that the quality of vimal dairy products are

good and customers are strongly agree with that.

Easily Availability of vimal dairy products on customer give the moderate answer means not

agree not disagree.

Also the brand image and taste of vimal dairy products are indifferent means customer give

answer on that statment is moderate or indifferent.

Price of the vimal dairy is reasonable on that statment customers are strongly agree are there.

Because price is not much high and not lower but affordable are there.

Advt. also influence to the customers are there. Means customers are agree on this statment.

Various Flavors of vimal dairy products in the market according to the customers are agree

on that. Means avilable in the market are there.

Vi mal dairy products are easily available in any parlour on this statment customers are agree

and indifferent means at a same level of this answer of the customers.

Customers are satisfy with Vimal dairy products, according to the customers point of view

they response that they not agree or not indifferent but same level are there.


77

Q .12 If Vimal dairy product is not available in your nearest place that time what will

you do?

Table 46 – Decision take by customers if products not available

Particulars No. Of Respondents Percentage (%)

Waiting For That 65 17%

Go Distance For That 140 36%

Choose Alternative Brand 179 47%

Total 384 100%

Chart 30 - Decision take by customers if products not available

Interpretation:

Above chart show that the suppose products vimal dairy are not available in nearest place so

47% customers are choose the alternative brand of the product. 36% are go distance for that

means it is good for the vimal dairy are there. And 17% customers are waiting for the vimal

dairy products.

Waiting For

That

17%

Go Distance

For That

36%

Choose

Alternative

Brand

47%



78

6.2 Demographic profile of respondents:-

1. GENDER:-

Table 47 – Gender of Respondents

Chart 31- Gender of Respondents

Interpretation:-

As per our survey 53% are Male respondents and 47% person are female respondents are

there.

53%

47%


Male

Female

Gender Of

Respondents

Frequency Percentage (%)

Male 204 53%

Female 180 47%

Total 384 100%


79

2. AGE:-

Table 48 – Age Of Respondents

Age Of Respondent Frequency Percentage (%)

Less than 20 year 174 45%

20-30 year 145 38%

31-40 year 54 14%

41-50 year 9 2%

more than 50 year 2 1%

Toal 384 100%

Chart 32 - Age Of Respondents

Interpretation:

Above chart show that the 45% respondent age are less than the 20 year are there. 38% are 20

to 30 year, 14% are 31 to 40 year and rest of all are 41 and more than 51 year.

45%

38%

14%

2% 1%0%5%

10%15%20%25%30%35%40%45%50%

Less

than 20

year

20-30

year

31-40

year

41-50

year

more

than 50

year


Age Of Respondent

(%)


80

3. OCCUPATION:-

Table 49 - Occupation Of Respondent

Chart 33 – Occupation Of Respondent

Interpretation:-

Above chart show that the according to our survey 47% are student it‟s a highest percentage

are there means respondent are educate. 21% respondent are do the Government Service and

17% has a Business or professional. And rest of has a Private or other work\

0%10%20%30%40%50%

10%21%

47%

17%

5%


Occupation

Of …

Occupation Of Respondent Frequency Percentage (%)

Private 38 10%

Government Service 80 21%

Student 180 47%

Business/Professional 66 17%

Others 20 5%

Total 384 100%


81

4. EDUCATION BACKGROUND:-

Table 50 – Education Background Of Respondents

Education Frequency Percentage (%)

Up To 12std. 110 29%

Graduation 150 39%

Post Graduation 80 21%

Others 44 11%

Total 384 100%

Chart 34 - Education Background Of Respondents

Interpretation:-

Above chart show that the most of the respondents means 39% respondents are graduate are

there. 29% up to 12th

std., 21% post graduate and 11% are other means up to 10th

or other.

Means as per our survey most of the respondents are well educate are there.

29%

39%

21%

11%


Up To 12std. Graduation Post Graduation Others


82

5. FAMILY MEMBERS:-

Table 51 – Family Member Of Respondents

Family Members Frequency Percentage (%)

2 – 4 150 39%

4 – 6 130 34%

6 – 8 50 13%

8 above 40 10%

Others 14 4%

Total 384 100%

Chart 35 - Family Member Of Respondents

Interpretation:-

Above chart show that the 35% respondents has family member 4-6, 41% has a 2-4, 14% has

a 6-8 ans rest means 10% has a more than 8 family members are there.

2 _ 4

41%

4 _ 6

35%

6 _ 8

14%

8 above

10%



83

6. MONTHLY INCOME:-

Table 52 - Monthly Income Of Respondents

Monthly Income Respondents Frequency Percentage (%)

Less Than 10000 128 33%

10000-20000 216 56%

20000-30000 11 3%

More Than 30000 29 8%

Total 384 100%

Chart 36 - Monthly Income Of Respondents

Interpretation:-

As per the above chart we can see that the 56% respondents income are betwenn the 10,000-

20,000 are there. 33% respondents income are less than the 10,000. And rest of means 8%

respodents income are mote than 30,000 and rest of all income 20,000 to 30,000. Because we

survey the as specially the rural area so most respondents income are 10,000 to 20,000 are

there.

33%

56%

3%8%

0%

10%

20%

30%

40%

50%

60%


No. Of Respondents

(%)


84

7.1 DESCRIPTIVE STATISTICS:-

Table 53 - Descriptive Statistics Of Demographic Profile Of Respondents

Descriptive Statistics

Mean Std. Deviation Skewness Kurtosis

Gender 1.47 .500 .115 -1.997

Age 1.74 .797 .869 .332

Occupation 2.87 .980 -.055 -.113

EducationBackground 2.44 1.341 .706 -.681

Family Members 2.13 1.348 .891 0.055

Income 2.3672 .72123 .451 .035

Interpretation:

Skew is a measure of symmetry. In our Test, we have found that skewness of distribution is

greater than 0.00. A normal distribution has skewness = 0. So we can say that our distribution

is not symmetric. Kurtosis is a measure of peakeness and the fat-tails that associate with less

density in the middle. A normal distribution has kurtosis = 3.0 or excess. Here the data on

Gender, Age, occupation, education background, family member & income of the respondent

and data of Kurtosis & Skewness are not at 0 so from that it can be said that the data are not

normally distributed and further test can be applied.


85

7.2 RELIABILITY ANALYSIS:-

Table 54 - Reliability Statistics

Reliability Statistics

Cronbach's Alpha N of Items

.744 23

Interpretation:

Generally the Cronbach‟s Alpha is used to measure the reliability of the data. Data having .60

are considered as reliable. The reliability statistics shows a value of 0.744 for Cronbach's

Alpha which further confirm that the scale is reliable for further study.


86

7.3 CHI – SQUARE ANALYSIS:-

NO. HYPOTHESIS SIGNIFICANCE

VALUE

RESULT

HO.1 Decision maker in a family for purchasing vimal dairy

products & gender of respondent are independent to

each other.

.000 Reject


products & age of respondent are independent to each

other.

.000 Reject


products & occupation of respondent are independent to

each other.

.330 Accept

H0.4 Decision maker in a family for purchasing vimal dairy

products & education background of respondent are

independent to each other

.108 Accept


products & family member of respondent are

independent of each other

.000 Reject


products & income of respondent are independent to

each other

.001 Reject

HO.7 Perception regarding purchasing vimal dairy product if

it is not available in nearest place & gender of the

respondent are not independent to each other

.178 Accept


it is not available in nearest place & age of the


.267 Acccept


it is not available in nearest place & occupation of the


.182 Accept


it is not available in nearest place & education

background of the respondent are not independent to

each other

.119 Accept


it is not available in nearest place & family member of

the respondent are not independent to each other

.692 Accept

HO.12 Perception regarding purchasing Vimal dairy product if it is

not Available In nearest place & income of the respondent

are not independent to each other.

.044 Reject


87

7.3 CHI – SQUARE ANALYSES:-

Ho.1 - Decision maker in a family for purchasing vimal dairy products & gender of

respondent are independent to each other.

Interpretation: Here the significance value is .000 which less than 0.05 so alternative

hypotheses is accepted it means that the family for purchasing vimal dairy product and

Gender of the respondent are dependent to each other.

Ho.2 - Decision maker in a family for purchasing vimal dairy products & age of



hypotheses is accepted it means that the family for purchasing vimal dairy product& and Age

of the respondent are dependent to each other.

Ho.3 - Decision maker in a family for purchasing vimal dairy products & occupation of


Interpretation: Here the significance value is .330 which higher than 0.05 so alternative

hypotheses is rejected it means that the family for purchasing vimal dairy product& and

occupation of the respondent are independent to each other.

Ho.4 - Decision maker in a family for purchasing vimal dairy products & education

background of respondent are independent to each other.


hypotheses is Rejected it means that the family for purchasing vimal dairy product& and

Education background of the respondent are independent to each other.

Ho.5 - Decision maker in a family for purchasing vimal dairy products & family member

of respondent are independent to each other.


hypotheses is accepted it means that the family for purchasing vimal dairy product& and

family member of the respondent are dependent to each other.


88

Ho.6 - Decision maker in a family for purchasing vimal dairy products & income of



hypotheses is accepted it means that the family for purchasing vimal dairy product& and

Income of the respondent are dependent to each other.

Ho.7 - Perception regarding purchasing vimal dairy product if it is not available in

nearest place & gender of the respondent are not independent to each other.


hypotheses is rejected it means that perception regarding purchasing vimal dairy product&

and Gender of the respondent are independent to each other.


nearest place & age of the respondent are not independent to each other.



and Age of the respondent are independent to each other.


nearest place & occupation of the respondent are not independent to each other.



and occupation of the respondent are independent to each other.


nearest place & education background of the respondent are not independent to each

other.



and education background of the respondent are independent to each other.


89

Ho.11- Perception regarding purchasing vimal dairy product if it is not available in

nearest place & family member of the respondent are not independent to each other.



and family member of the respondent are independent to each other.


nearest place & income of the respondent are not independent to each other.


hypotheses is accepted it means that perception regarding purchasing vimal dairy product&

and income of the respondent are dependent to each other.


90

7.4 ONE WAY ANNOVA TEST HYPOTHESIS:-


VALUE

RESULT

Ho.1 There is no significance difference in the level of

agreeness of the respondent regarding quality of

Vimal dairy product is good between different Age

group of the respondent.

.696

Accept



Vimal dairy product is good between different

occupation of the respondent.

.552

Accept




Education background of the respondent.

.662

Accept




numbers of family member of the respondent.

.552

Accept


Agreeness of the respondent regarding quality of

Vimal dairy product is good between different in

Income of the respondent.

.551

Accept


Agreeness of the respondent regarding product of

vimal dairy is easily available between different in

Age group of the respondent.

.690

Accept




Occupation group.

.404

Accept




Education background group.

.405

Accept




family member group.

.712

Accept


91




Income group.

.639

Accept


Agreeness of the respondent regarding Brand image

of Vimal dairy product is good in market between

different in Age group.

.751

Accept




different in Occupation group

.788

Accept




different in education background group.

.152

Accept




different in family member group

.235

Accept




different in Income group.

.476

Accept


Agreeness of the respondent regarding Test of Vimal

dairy product is good compare to other brand

between different in Age group.

.106

Accept




between different in Occupation group

.887

Accept




between different in Education background group.

.480

Accept


Agreeness of the respondent regarding Test of Vimal dairy

product is good compare to other brand between different

in family member group.

.514

Accept


Agreeness of the respondent regarding Taste of Vimal

dairy product is good compare to other brand between


.001

Reject


Agreeness of the respondent regarding Price of Vimal

dairy product is reasonable between different in Age group.

.845

Accept


92


Agreeness of the respondent regarding price of Vimal

dairy product is reasonable between different in

Occupation group.

.694

Accept




Education background.

.847

Accept




Family member.

.872

Accept




Income.

.514

Accept


Agreeness of the respondent regarding Advertisement

of Vimal dairy product is more influence the customer


.019

Reject




between different in Occupation group.

.436

Accept





.094

Accept




between different in Family member group.

.256

Accept


Agreeness of the respondent regarding Advertisement of

Vimal dairy product is more influence the customer

between different in Income group.

.527

Accept


Agreeness of the respondent regarding Various flavour of

Vimal dairy product is available in market between


.049

Reject




different in Occupation group

.126

Accept




different in Education background group.

.574

Accept


93


Agreeness of the respondent regarding Various

flavour of Vimal dairy product is available in market


.955

Accept


Agreeness of the respondent regarding Various

flavour of Vimal dairy product is available in market

between different in Income group

.039

Reject


Agreeness of the respondent regarding Vimal dairy

product is easily available in the any parlour between


.049

Reject




different in Occupation group.

.083

Accept





.141

Accept




different in Family member group.

.682

Accept


Agreeness of the respondent regarding quality of

Vimal dairy product is good between different in

Income group.

.544

Accept


agreeness of the respondent regarding Customer are

satisfy with Vimal dairy products between different in

Age group.

.808

Accept




Occupation group.

.077

Accept




Education background of the respondent.

.262

Accept


94




Family member group of the respondent.

.517

Accept




Income of the respondent.

.213

Accept


95

7.4 ONE WAY ANNOVA TEST HYPOTHESIS ANALYSIS:-

H0.1 - There is no significance difference in the level of Agreeness of the respondent

regarding quality of Vimal dairy product is good between different in Age group.

Interpretation: A one-way was conducted to compare the significance difference in level of

agreeness of respondent regarding Quality of vimal dairy product is good between different

in age group. There was no significant at the difference in the level of Agreeness of the

respondent regarding quality of Vimal dairy product is good between different in Age group

at the p>0.05 level [F=0.555, p=0.696]

Ho.2 - There is no significance difference in the level of Agreeness of the respondent

regarding quality of Vimal dairy product is good between different in occupation group.



in Occupation group.. There was no significant at the difference in the level of Agreeness of

the respondent regarding quality of Vimal dairy product is good between different in

Occupation group at the p>0.05 level [F=0.761, p=0.552]


regarding quality of Vimal dairy product is good between different in Education group.



in Education group.. There was no significant at the difference in the level of Agreeness of

the respondent regarding quality of Vimal dairy product is good between different in

Education group at the p>0.05 level [F=0.601, p=0.662]

HO.4 - There is no significance difference in the level of Agreeness of the respondent

regarding quality of Vimal dairy product is good between different in family member

group.


agreeness of respondent regarding quality of vimal dairy product is good between different in

Education group. There was no significant at the difference in the level of Agreeness of the

respondent regarding quality of Vimal dairy product is good between different in family

member group at the p>0.05 level [F=0.761, p=0.552]


96


regarding quality of Vimal dairy product is good between different in Income group.



in Income group. There was no significant at the difference in the level of Agreeness of the

respondent regarding quality of Vimal dairy product is good between different in Income

group at the p>0.05 level [F=0.790, p=0.557]


regarding product of vimal dairy is easily available between different in Age group.


agreeness of respondent regarding product of vimal dairy is easily available between different

in Age group. There was no significant at the difference in the level of Agreeness of the

respondent regarding product of vimal dairy is easily available between different in Age



regarding product of vimal dairy is easily available between different in Occupation

group.



in Occupation group. There was no significant at the difference in the level of Agreeness of

the respondent regarding product of vimal dairy is easily available between different in

Occupation group at the p>0.05 level [F=1.007, p=0.404]


regarding product of vimal dairy is easily available between different in Education

background group.



in education background group. There was no significant at the difference in the level of

Agreeness of the respondent regarding product of vimal dairy is easily available between

different in Education background group at the p>0.05 level [F=1.005, p=0.405]


97


regarding product of vimal dairy is easily available between different in family member

group.



in family member group. There was no significant at the difference in the level of Agreeness

of the respondent regarding product of vimal dairy is easily available between different in

family member group at the p>0.05 level [F=.585, p=0.712]


regarding product of vimal dairy is easily available between different in Income group.



in Income group. There was no significant at the difference in the level of Agreeness of the

respondent regarding product of vimal dairy is easily available between different in Income

group at the p>0.05 level [F=.565, p=0.639]


regarding Brand image of Vimal dairy product is good in market between different in

Age group.

Interpretation : A one-way was conducted to compare the significance difference in level

of agreeness of respondent regarding Brand image of vimal dairy product is good in market

between different in Age group. There was no significant at the difference in the level of

Agreeness of the respondent regarding Brand image of Vimal dairy product is good in

market between different in Age group at the p>0.05 level [F=.479, p=0.751]



Occupation group.

Interpretation : A one-way was conducted to compare the significance difference in level of

agreeness of respondent regarding Brand image of vimal dairy product is good in market

between different in Occupation group. There was no significant at the difference in the level

of Agreeness of the respondent regarding Brand image of Vimal dairy product is good in

market between different in Occupation group at the p>0.05 level [F=.428, p=0.788]


98



education background group.



between different in Education background group. There was no significant at the difference

in the level of Agreeness of the respondent regarding Brand image of Vimal dairy product is

good in market between different in Education background group at the p>0.05 level

[F=1.688, p=0.152]



family member group.



between different in family member group. There was no significant at the difference in the

level of Agreeness of the respondent regarding Brand image of Vimal dairy product is good

in market between different in family member group at the p>0.05 level [F=1.369, p=0.235]



Income group.



between different in Income group. There was no significant at the difference in the level of

Agreeness of the respondent regarding Brand image of Vimal dairy product is good in

market between different in Income group at the p>0.05 level [F=.834, p=0.476]


regarding Test of Vimal dairy product is good compare to other brand between



agreeness of respondent regarding Test of vimal dairy product is good compare to other

brand between different in Age group. There was no significant at the difference in the level

of Agreeness of the respondent regarding Test of vimal dairy product is good compare to

other brand between different in Age group at the p>0.05 level [F=1.920, p=0.106]


99






brand between different in Occupation group. There was no significant at the difference in

the level of Agreeness of the respondent regarding Test of vimal dairy product is good

compare to other brand between different in occupation group at the p>0.05 level[F=.286,

p=0.887]






brand between different in education background group. There was no significant at the

difference in the level of Agreeness of the respondent regarding Test of vimal dairy product

is good compare to other brand between different in Education background group at the

p>0.05 level [F=.873, p=0.480]



different in family member group.



brand between different in education background group. There was no significant at the

difference in the level of Agreeness of the respondent regarding Test of vimal dairy product

is good compare to other brand between different in family member group at the p>0.05 level

[F=.853, p=0.514]


100






brand between different in Income group. There was significant at the difference in the level

of Agreeness of the respondent regarding Test of vimal dairy product is good compare to

other brand between different in Income group at the p<0.05 level [F=5.887, p=0.001]


regarding Price of Vimal dairy product is reasonable between different in Age group.


agreeness of respondent regarding Price of vimal dairy product is reasonable between

different in Age group. There was no significant at the difference in the level of Agreeness of

the respondent regarding price of vimal dairy product is reasonable between different in Age

group at the p>0.05 level [F=.349, p=0.845]


regarding price of Vimal dairy product is reasonable between different in Occupation

group.



different in Occupation group. There was no significant at the difference in the level of

Agreeness of the respondent regarding price of vimal dairy product is reasonable between

different in Occupation group at the p>0.05 level [F=.553, p=0.697]


regarding price of Vimal dairy product is reasonable between different in Education

background.



different in Education background group. There was no significant at the difference in the

level of Agreeness of the respondent regarding price of vimal dairy product is reasonable

between different in Education background group at the p>0.05 level [F=.361, p=0.837]


101


regarding price of Vimal dairy product is reasonable between different in Family

member.



different in family member group. There was no significant at the difference in the level of

Agreeness of the respondent regarding price of vimal dairy product is reasonable between

different in family member group at the p>0.05 level [F=.365, p=0.872]


regarding price of Vimal dairy product is reasonable between different in Income.



different in Income group. There was no significant at the difference in the level of Agreeness

of the respondent regarding price of vimal dairy product is reasonable between different in

Income group at the p>0.05 level [F=.765, p=0.514]


regarding Advertisement of Vimal dairy product is more influence the customer



agreeness of respondent regarding Advertisement of Vimal dairy product is more influence

the customer between different in Age group. There was significant at the difference in the

level of Agreeness of the respondent regarding Advertisement of Vimal dairy product is more

influence the customer between different in Age group at the p>0.05 level [F=2.977,

p=0.019]


102



between different in Occupation group.



the customer between different in Occupation group. There was significant at the difference

in the level of Agreeness of the respondent regarding Advertisement of Vimal dairy product

is more influence the customer between different in Occupation group at the p>0.05 level

[F=.947, p=0.436]






the customer between different in Education background group. There was significant at the

difference in the level of Agreeness of the respondent regarding Advertisement of Vimal

dairy product is more influence the customer between different in Education background







the customer between different in family member group. There was significant at the


dairy product is more influence the customer between different in family member group at

the p>0.05 level [F=1.317, p=0.256]


103



between different in Income group.

Interpretation : A one-way was conducted to compare the significance difference in level

of agreeness of respondent regarding Advertisement of Vimal dairy product is more

influence the customer between different in Income group. There was no significant at the


dairy product is more influence the customer between different in Income group at the

p>0.05 level [F=743, p=0.527]


regarding Various flavour of Vimal dairy product is available in market between



agreeness of respondent regarding various flavour of Vimal dairy product is available in

market between different in Age group. There was significant difference in the level of

Agreeness of the respondent regarding various flavour of Vimal dairy product is available in

market between different in Age group at the p<0.05 level [F=2.412, p=0.049]






market between different in Occupation group. There was no significant difference in the

level of Agreeness of the respondent regarding various flavour of Vimal dairy product is

available in market between different in occupation group at the p>0.05 level [F=1.182,

p=0.126]






market between different in Occupation group. There was no significant difference in the



104

available in market between different in Education background group at the p>0.05 level

[F=.727, p=0.574]



different in Family member group.


agreeness of respondent regarding Various flavour of Vimal dairy product is available in

market between different in family member group. There was no significant difference in the


available in market between different in family member group at the p>0.05 level [F=.219,

p=0.955]






market between different in Income group. There was significant difference in the level of

Agreeness of the respondent regarding various flavour of Vimal dairy product is available in

market between different in Income group at the p<0.05 level [F=2.484, p=0.039]


regarding Vimal dairy product is easily available in the any parlour between different

in Age group.


agreeness of respondent regarding Vimal dairy product is easily available in the any parlour

between different in Age group. There was significant difference in the level of agreeness of

the respondent regarding Vimal dairy product is easily available in the any parlour between

different in Age group the p<0.05 level [F=2.412, p=0.049]



in Occupation group.


105



between different in Occupation group. There was significant difference in the level of

Agreeness of the respondent regarding Vimal dairy product is easily available in the any

parlour between different in Occupation group at the p>0.05 level [F=2.082, p=0.083]



in Education background group.



between different in education background group. There was significant difference in the

level of Agreeness of the respondent regarding Vimal dairy product is easily available in the

any parlour between different in Education background group at the p>0.05 level

[F=1.738, p=0.141]



in Family member group.



between different in family member group. There was no significant difference in the level of


parlour between different in family member group at the p>0.05 level [F=.624, p=0.682]


regarding quality of Vimal dairy product is good between different in Income group.



between different in Income group. There was no significant no difference in the level of


parlour between different in Income group at the p>0.05 level [F=.714, p=0.544]


106


regarding Customer are satisfy with Vimal dairy products between different in Age

group.


agreeness of respondent regarding Customer are satisfied with Vimal dairy products between

different in Age group. There was no significant difference at the in the level of Agreeness of

the respondent regarding Customer are satisfy with Vimal dairy products between different in

Age group at the p>0.05 level [F=.401, p=0.808]


regarding Customer are satisfy with Vimal dairy products between different in

Occupation group.



different in Occupation group. There was no significant difference at the in the level of

Agreeness of the respondent regarding Customer are satisfy with Vimal dairy product

between different in Occupation group at the p>0.05 level [F=2.125, p=0.077]


regarding Customer are satisfy with Vimal dairy products between different in

Education background group.



different in Education background group. There was no significant difference at the in the

level of Agreeness of the respondent regarding Customer are satisfy with Vimal dairy

products between different in Education background group at the p>0.05 level [F=1.320,

p=0.262]


107


regarding Customer are satisfy with Vimal dairy products between different in Family

member group.



different in family member group. There was no significant difference at the in the level of

agreeness of the respondent regarding Customer are satisfy with Vimal dairy products

between different in family member group at the p>0.05 level [F=.847, p=0.517]


regarding Customer are satisfy with Vimal dairy products between different in Income

group.



different in Income group. There was no significant difference at the in the level of agreeness

of the respondent regarding Customer are satisfy with Vimal dairy products between different

in Income group at the p>0.05 level [F=1.504, p=0.213]


108

7.5 INDEPENDENT T TEST:-


VALUE

RESULT

HO.1 There is no significance difference in the level of agreeness

of the respondent regarding quality of Vimal dairy product

is good between male and female.

.006

Reject


of the respondent regarding product of Vimal dairy product

is easily available between male and female.

.165

Accept


of the respondent regarding Brand image of Vimal dairy

product is good in the market between male and female.

.898

Accept


of the respondent regarding Test of Vimal dairy product is

good between male and female.

.021

Reject


of the respondent regarding Price of Vimal dairy product is

reasonable between male and female.

.665

Accept


of the respondent regarding Vimal dairy products

Advertisement is more influence the customer between

male and female.

.173

Accept


of the respondent regarding various flavor Vimal dairy

products are available in the market between male and

female.

.618

Accept


of the respondent regarding Vimal dairy product is Easily

available in the any parlour between male and female.

.661

Accept


of the respondent regarding Customers are satisfy with

Vimal dairy products between male and female.

.052

Accept


109

7.5 INDEPENDENT T TEST ANALYSIS:-

Ho.1 - There is no significance difference in the level of agreeness of the respondent

regarding quality of Vimal dairy product is good between male and female.

Interpretation: Here, we see that the significance is .006, which is less than .05. Hence we

reject null hypothesis .So there is no significance difference in the level of agreeness of the

respondent regarding quality of vimal dairy product is good between male and female.


regarding product of Vimal dairy product is easily available between male and female.

Interpretation: Here, we see that the significance is .165, which is greater than .05. Hence

we fail to reject null hypothesis. So there is no significance difference in the level of

agreeness of the respondent regarding product of vimal dairy product is easily available

between male and female.


regarding Brand image of Vimal dairy product is good in the market between male and

female.



agreeness of the respondent regarding brand image of vimal dairy product is good in the

market between male and female.


regarding Test of Vimal dairy product is good between male and female.

Interpretation: Here, we see that the significance is .021, which is less than .05. Hence we

reject null hypothesis. So there is significance difference in the level of agreeness of the

respondent regarding test of vimal dairy product is good between male and female.


110


regarding Price of Vimal dairy product is reasonable between male and female.


we fail to reject null hypothesis .So there is no significance difference in the level of

agreeness of the respondent regarding price of vimal dairy product is reasonable between

male and female.

Ho.6 - There is no significance differences in the level of agreeness of the respondent

RegardingVimal dairy products Advertisement is more influence the customer between

male and female.



agreeness of the respondent regarding vimal dairy products advertisement is more influence

the customer between male and female.


regarding various flavor Vimal dairy products are available in the market between

male and female.


we fail to reject null hypothesis. So there is no significance differences in the level of

agreeness of the respondent regarding various flavor vimal dairy products are available in the

market between male and female.


regarding Vimal dairy product is easily available in the any parlour between male and

female.



agreeness of the respondent regarding vimal dairy product is easily available in the any

parlour between male and female.


regarding Customers are satisfy with Vimal dairy products between male and female.


we fail to reject null hypothesis .So there is no significance differences in the level of

agreeness of the respondent regarding customers are satisfy with vimal dairy products

between male and female.


111

7.6 FACTOR ANALYSIS:-

The next item from the output is the Kaiser-Meyer-Olkin (KMO) and Bartlett's test. The

KMO measures the sampling adequacy which should be greater than 0.5 for a satisfactory

factor analysis to proceed. Looking at the table below, the KMO measure is 0.564. So we can

able to proceed factor analysis.

Table 55 – KMO and Bartlett's Test

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .664

Bartlett's Test of Sphericity Approx. Chi-Square 20.014

Df 28

Sig. .864

Interpretation:

The Kaiser-Meyer-Olkin Measure of Sampling Adequacy for the various Attributes

categories measured is 0664, which indicates the scale is appropriate and helps in extracting

the factor. The ideal measure for this test (KMO>0.50) and here in this case KMO is 0.664

indicates the variables are measuring a common factor. Again Bartlett's test of sphere city

indicated the inter correlation matrix is factorable and inter-correlation matrix come from a

population in which the variables are non-collinear.

Table 56 – Rotated Component Matrix

Rotated Component Matrix

Component

1 2 3 4

Price -.185 -.212 .790 -.045

Quality .275 .364 .623 .002

Quantity .056 -.643 .072 .000

Brand -.056 .681 .058 .042

Availability -.209 -.033 .057 .683

Packaging .649 -.241 .132 .219

Promotional

Scheme

.723 .043 -.121 -.187

Taste .199 .087 -.104 .710


112

7.6 FACTOR ANALYSIS:-

Particular Factors

Packaging Marketing Factor

Promotional Scheme

Brand Experience Factor

Price

Product Factor

Quality

Quantity

Availability Affordability Factor

Taste

Interpretation:

Four factors which are most important factor from above table are (1) marketing Factor, (2)

Experience Factor, (3) Product Factor, (4) Affordability Factor. It is clear from the above

analysis that Customer should first of all consider the main two factors are packaging and

promotional scheme of the product which is included in the marketing factor .Than after go

for the second state where Experience factor like Brand and according to the brand which is

positioning in the mind of customer. Third one the product factor includes price, quality and

quantity of the product. And the fourth factor which is affordability factors in that the

availability and taste of the product that must attractive and reachable.


113

FINDINGS

In Mehsana area the major competitor of vimal dairy are sagar, Amul, Madhur and

their contribution is more with compare Vimal dairy Products sales.

The Vimal dairy provides the different packing of the products which customer

demanded but it is lesser than the competitors.

Consumers are not much aware about all brand of vimal dairy products.

The most of the consumers of vimal dairy are consume only milk and butter milk.

Advertising is the attract the customers to purchase the product. Vimal advt. her

products but compare to the other comptitors less give the advt.

The taste of the vimal dairy products is good because they maintain the taste of

products but packaging is not good.

Most of the consumer complaint is that Availability of vimal dairy products are less

compare to the Amul and some other rest of brand products.

Company also not use the distributors means not depended on the distributors and

delars for sales. They should develop her own distribution network or channel.

Brand image is good but not much like the Amul and sager.


114

RECOMMENDATIONS

Vimal Dairy requires advertising her products more because awareness are less in the

customers.

Company also not depend on the distributors and delars for sales so it‟s require to

depend on the distributors and dealers

According to our survey that in some area of Mehsana city, some respondents are

not aware that vimal dairy is producing some product, hence company should

work hard to promote its all products.

To promote the vimal dairy products according my opinion the best media is

newspaper, banner and television to reach at the top and potential consumer

and make others aware about the vimal dairy products.

Company should require to maintain the same quality and taste of its products

and try to improve them, so as increase the consumer is possible.

The company should try to give some promotional scheme to attract the

consumer for buying the vimal dairy products.

Vimal Dairy requires to give more focus on milk advertising by television, banner and

pamphlet to make aware regarding vimal milk.

To improve the packaging of products and quality also because most of the customers

are attract through that.

Vimal dairy needs to make its marketing team strong and also it should increase

marketing activities such as promotional campaigns.


115

CONCLUSION

It was great experience during the visit and we learnt in practically knowledge and

mode the project report of visit at the “VIMAL DAIRY LTD.” We analyses and

studies during making the project report and to take the information about

organization. It was an exciting moment for me. We also get some experience about

the organization work. It is very useful in our future. We learn many things from

practical knowledge.

Most of the consumers of vimal dairy products are loyal to the company‟s products.

They would not like to shift to others company‟s dairy products in case of the

unavailability in the local area.

Respondents using Amul milk‟s home delivery service are satisfied with the

availability of Amul milk in morning and evening and also afternoon.

Vimal Dairy had to promote their sale by introduce more consumer promotion tools.

The taste of the vimal dairy products is good but packaging is not good.

Vimal Dairy have to more concentrate to improve their brand image by the ISO 9002

certificate.

Customers are not purchase milk in between the morning and evening.

Vimal Dairy future will very bright because of good management, good department,

some of skilled workers and good experienced persons. In our opinion,‟VIMAL

DAIRY LTD.’ has wide scope of growing its business. This Vimal dairy has provide

us best and useful information, which is very necessary for preparing the project

report.


116

BIBLIOGRAPHY

Books:-

1. PHILIP KOTLER (Marketing Management)

Websites:-

www.vimaldairy.com

Other:

1. Old Reports

Literature Review Reference (Bibliography):-

1. MR. S.P. KARUPPASAMY PANDIAN, S. V. (August 2012). AN EMPIRICAL STUDY ON

CONSUMER PERCEPTION TOWARDS. International Journal of Marketing, Financial

Services & Management Research (IRJC) , 18-32.

2. Srivastava, V. (2011). A Study of Brand Awareness and Customer Perception of

MAHARAJA WHITELINE Products. VSRD International Journal of Business &

Management Research , 7-20.

3. Harry M. Kaiser, C. W. (1992 ). Consumer perceptions and attitudes towards bovine

somatotropin . Northeastern Journal of Agricultural and Resource Economics , 10-20.

4. Dr.S.SUDHAGAR. (July-Aug. 2012). A Study on Perception and Awareness on Credit Cards

among Bank Customers in Krishnagiri District. IOSR Journal of Business and Management

(IOSRJBM) , 14-23.

5. Sohail Ayyaz, H. B. (Jan-June 2011). Level and Determinants of Consumers‟. JOURNAL OF

BUSINESS & ECONOMICS , 60-76.

6. Dr. Qian Sun, N. S. (23-26 April 2009). CONSUMER PERCEPTION OF PRODUCT

STIMULI . In the 2nd Tsinghua International Design Management Symposium. Beijing ,

China: Tsinghua University.

7. Ms. Richa Pandit, M. D. (Sep 2012). Consumer Perception Towards 3G Mobile

Technologies. Global Research Analysis (International).

8. Mr. Bulent Ergonu (Engineering Faculty, F. E. Consumer awareness and perception to food

safety. Celal Bayar University, Turkey.

9. Olivier, A. M. (2001). Consumer Perception OF Electronic-Commerce. African Computer

Journal , 27-33.

10. Duncan, M. b. (2006). Consumer awareness and perception to food safety hazard in triniad.

Triniad, West indies: Food Control.



117

Questionnaire

Dear Respondent,

We are the students of S.V.Institute of Management, Kadi. As a part of our curriculum in

MBA Program, we are required to perform Summer Internship Project in that we supposed to

do research work. The title of our project is “A Study on Customer Awareness and

Perception towards the Products of Vimal Dairy: A Specific focus on Rural Ares”. We

are ensure you that, this data will use only for research purpose.

(1) Are you aware of Vimal Dairy Products?

{ } Yes { } No

IF yes,

(2) How did you come to know about Products of Vimal Dairy?( Multiple)

{ } Television { } Hoardings

{ } Magazine/Newspaper { } Friends

{ } Web Site { } Other, Specify......................................

(3) Which Products of Vimal Dairy are you aware of? (Multiple)

{ } Milk { } Butter

{ } Milk Powder { } Ghee

{ } Cheese { } Paneer

{ } Dahi { } Ice Cream

{ } Butter Milk { } Mozzarella Cheese

{ } Flavored Milk { } Vimal Shrikhand

(4) Are you using Vimal Dairy Products?

{ } Yes { } No

If yes,

(5) Since how long are you using Vimal Dairy Products?

Products Time Period ( In Year)

Less than 1 year 1-2 year/s 3-4 year/s >4 year/s

Milk

Milk Powder

Cheese

Dahi

Butter Milk

Butter

Paneer

Ghee

Ice Cream

Mozzarella Cheese

Flavored Milk

Vimal Shrikhand


118

(6)Which promotional scheme attracts you while purchasing Vimal dairy products?

Scheme Highly Attractive Attractive Neutral Not Attractive Not at all Attractive

Discount

Gift Coupon

Cash back

(7)Which factors influence you while purchasing a Vimal Dairy Products?

Factor Highly

Influence

Influence Neutral Not

Influence

Not at all

Influence

Price

Quality

Quantity

Brand

Availability

Packaging

Promotional Scheme

Taste

(8) Who makes decision regarding purchase of Vimal Dairy Products?

{ } Wife { } Husband { } Son/Daughter

{ } Father { } Mother { } Myself

(9) Which attribute in the product makes you to buy products of Vimal Dairy?

(Rank from 1 to 5) (1for Most Important & 5 for Less Important)

Sr.

No

Dairy

Products

Yes

/No

Attribute

Price Quality Quantity Brand Availability Packaging Promotional

Scheme

1 Milk

2 Milk Powder

3 Cheese

4 Dahi

5 Butter Milk

6 Butter

7 Paneer

8 Ghee

9 Ice Cream

10 Mozzarella Cheese

11 Flavored Milk

12 Vimal Shrikhand


119

(10) What criteria are you choosing at the time of selecting products of different Brands of

Dairy products? (Give Rank - 1 to 4) ( 1 is for highest & 4 is for Least )

Your

Preference in

the following

Price Quality Quantity Brand Availability Packaging Promotional

Scheme

Taste

Gaytri

Madhur

Amul

Vimal

(11) Rate the following sentences as per your agreeness.

Statements Strongly

Agree

Agree Indifferent Disagree Strongly

Disagree

Quality of Vimal Dairy products

is/are good.

The products of Vimal Dairy

is/are easily available.

Brand image of Vimal Dairy is

good in the market.

Test of Vimal Dairy products

is/are good compare to other

brands products.

Price of Vimal Dairy Products

is/are reasonable.

Vimal Dairy Products

Advertisement is more influence

the Customer.

Various flavor of Vimal Dairy

Products are available in the

market.

Vimal Dairy Products are easily

available in the any parlour.

Customers are satisfy with Vimal

Dairy Products.

(12) If Vimal dairy product is not available in your nearest place that time what will you

do.?

{ } Waiting for that

{ } Go distance for that

{ } Chose an alternative brand


120

(13) You want any new products from the Vimal Dairy Products?

{ } Yes { } No

If yes, Specify _________________________

(14) Any suggestion from your side to the company.

_______________________________________________________________

Demographic Details:-

Name: - ____________________________________________

1. Gender

{ } Male { } Female

2. Age

{ } < 20 year{ } 20-30 years { } 31-40 years { } 41-50 year { } >50 year

3. Occupation

{ } Private { } Government Service { } Students

{ } Business/Professional { } Others

4. What is your Educational Background of the actual buyer of the product?

{ } Up to 12th

Std. { } Graduation { } Post Graduation { } Others

5. Number of family Member

{ } 2-4 { } 4-6 { } 6-8 { } 8 above { } others_________

6. Income (figures in Rupees/Month)

{ } Less than 10,000 { } 10,000 - 20000 { } 20000 - 30000 { } > 30,000

Thank you.................!!!!!!!!!!!!

vimal dairy

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