Documentos de Académico
Documentos de Profesional
Documentos de Cultura
A PROGRAMME
INTRODUCTION
As the twentieth century draws to a close, and we enter into twenty first
century. India is a celebration in diversity. Its people differ not only in the usual
ways by age and gender, by race and culture, by education and occupation, by
material status and living arrangements but also in their activities and interests,
their preference and opinions. They differ in the music they like, the television
shows they watch, the political beliefs they hold, the clothing they wear.
Our society is a study in diversity. We see diversity
among consumers, among marketers, among customs, among nations, even
among consumer behaviour theoretical perspectives. However, despite
prevailing diversity in our society, there also are many similarities. Segmenting
target audiences on the basis of such similarities makes it possible for
marketers to design marketing strategies with which consumers will identity.
The study of consumer behaviour enables markets to
understand and predict consumer behaviour in the market place, it also
promotes understanding of the role that consumption plays in the lives of
individuals. Consumer behaviour is defined as the behaviour that consumers
display in searching for purchasing using, evaluating, and disposing of
products, services and ideas that they expect will satisfy their needs. The study
of consumer behaviour is concerned not only with what consumer buy, but also
with why they buy it, when and where and how they buy it, and how often they
buy it. It is concerned with learning the specific meanings that products hold
for consumers research takes place at every phase of the consumption process.
Before the purchase, during the purchase, and after the purchase.
Consumer, behaviour is interdisciplinary; that is,
it is based on concepts and theories about people that have been developed by
scientists in such diverse disciplines as psychology social psychology. Culture
anthropology and economics, consumer research is the methodology used to
study consumer behaviour.
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Consumer behaviour:
Consumer behaviour may be defined as the acts of
individuals in obtaining and using goods and services, including the decision
processes that precede and determine these acts this definition includes both the
ultimate consequence and the industrial users. The behaviour of these two
consumers differ a lot. A major difference in the purchasing behaviour of
industrial consumer is that addition influences can be exerted on the industrial
purchasing agent from with in the organization our approach of consumer
behaviour is to view it as a decision process and the act of purchasing is one of
the acts in the process in order to understand consumer behaviour clearly we
must understand the events from individual and environmental influences
consumer behaviour results from individual and environmental influences.
Consumer often purchase the goods and services which
they want others to accept, behaviour is therefore, determined by the
individuals psychological makeup and the influence of others. Thus, behaviour
is the results of the interaction of the consumer personal influences and the
pressure exerted upon them by out side forces in the environment.
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Consider a more durable product, such as the fax machine. What kinds of
consumers buy fax machines for home use? What features do they look for
what benefit do they seek? What types of documents do they fax and for what
reasons? How likely they to replace their old model when new models.
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Marketers now use cross cultural consumer research studies as the basis for
product development and promotional strategies to meet the needs of targeted
foreign consumers.
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A natural evolution from both a production orientation and a
product orientation is selling orientation, which a marketers primary focus is
selling the products that it has unilaterally decided to produce. The implicit
assumption in the selling orientation is that consumers are unlikely to buy a
product unless they are actively and aggressively persuaded to do so. The
problem with a selling orientation is that it does not take consumer satisfaction
into account. When consumer are induced to buy products that they dont want
or need, any resulting unhappiness is likely to be communicated through
negative word of mouth that may dissuade other potential consumers from
making a similar purchase. Further more, when the product does not fulfill a
consumer need, it is unlikely that a repeat purchase will be forth coming.
It the late 1950s some markers began to realize that they
could more goods, more easity, if they produced only those goods that they had
predetermined consumers would buy. Instead of trying to persuade customers
to buy what they had already produced, marketing oriented firms endeavored to
produce only products that they had first and wants became the firm[s primary
focus. This consumer oriented marketing philosophy came to be known as the
marketing concept. The they assumption underlying the marketing concept is
based on the premise that a marketer should make what it can sell, instead of
trying to sell what it can sell, instead of trying to sell what is has made. While
the selling concept focused on the needs of the seller the marketing concept
focuses squarely on the needs of the buyer the wide spread adoption of the
marketing concept by American business provided the impetus for the study of
consumer behaviour to identify unsatisfied consumer needs.
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that satisfy individual and organizational objectives, a sound understanding of
consumer behaviour is essential to the long-run success of any marketing
program. In fact, it is seen as a cornerstone of the marketing concept, an
important orientation of philosophy of many marketing managers, the essence
of the marketing concept is captured in three interrelated orientation.
Company objectives:
Consumers want and needs are numerous, therefore, a firm
that concern tract is on satisfying a small proportion of all desires will most
effectively utilize its resources. Company objectives and any of the firms
special advantages are used as criteria to select the specific wants and needs to
be addressed.
Integrated strategy
An integrated effort is most effective in achieving a firms
objectives through consumers satisfaction for maximum impact their requires
that marketing efforts be closely co-ordinate and compatible with each other
and with other activities of the firm.
Every markets has to study consumer markets and
behaviour prior to developing it marketing plan. This enables marketers to
under standing who constitutes the market, what and why the market buys, who
participates in the buying, and now when, and where the market buys.
It is important for marketers and future marketers to
recognize why and how individuals make their consumption decisions, their
consumption decisions, so that they can make better strategic marketing
decisions, if marketers understand consumer behaviour, they are able to predict
how consumers are likely to react to various informational and environmental
cues, and are able to shape their marketing strategies according without doubt,
marketing who understand consumer behaviour have great competition
advantage in the market place.
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need
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are
building
distribution
mechanism
excepting
direct
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Secondary objective:
To study the consumers opinion about the promotional offers practiced
by the company.
To identify the consumer awareness on Vijaya Dairy advertisement.
To know the purpose of purchase.
To know the level of consumer satisfaction towards availability &
transportation of Vijaya Dairy.
To know the consumer awareness on other brands.
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1. The questionnaire survey can help researches to get the supplementary
opinions and information which help him to write the research report in
more detailed and scientific way.
2. To the best of research knowledge many customers are not aware of bright
image and brand loyalty, price concessions and quality of the soft drinks
and this report could be of use to publicize this information
3. Creating a future customer base may offer to improve more brand image
consumession etc.
4. The scope of this study is data limited to the organization only
5. When the focus is on identifying and satisfying the wants and needs of
consumers,
6. the intention of the firm is not seen as merely providing goods and services.
7. Instead, want and need satisfaction is viewed as the purpose, and providing
products and services is the many to achieve that end.
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The data collection methods include both the primary and
secondary collection methods.
Sampling data
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Sampling:
An integral component of a research design is the sampling plan.
Specifically it addresses three question whom to the survey how many to
survey.
Deciding whom to survey requires that the universe or boundaries
of the market from which data is sought be defined so that an appropriated
sample can be selected inter viewing the correct target market or market or
potential target market is basic to the validity of the study.
Sample frame:
After defining the population the second step, is developing
the sample frame, in may defined as the listing of the components of the
individuals units that companies the defined population.
Sampling procedure:
It feels about how the respondents should be chosen. The
sampling procedure that adopted is non probability sampling. It is specially
convenience sampling
Data analysis:
The collected data is tabulated and then analyzed
by using simple parentage and represented by different types of
groups
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Studying consumer behavior provides clues for
improving or introducing products or services, setting prices, devising
channels, and developing other marketing activities. Marketers are always
looking for emerging trends that suggest new marketing opportunities.
Today's global companies spending huge
amount of money to conduct consumer research. For this purpose they have the
special departments like Research and Development. These global companies
keep on doing research on the products and their customers.
From research and surveys companies
get the true picture of its standing in the market. According to the consumers'
feedback they further develop and improve their products. For consumer it is
an advantage that the company gives respect to his views and attitude and
brings changes in the products accordingly.
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The study is conducted for the following needs
To know various procedure and patterns followed for computation of
consumer behaviuour in the organization.
To have a personnel exposure by visiting the organization for many
times.
To develop the communication skill by preparing the project report.
To study the role of consumer behaviour and application in the
organization.
To know more information about the consumer behaviour both
theoretically and partially.
LIMITATION OF STUDY
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1. The selected sample members are conspicuous and the conspicuous in
nature .so, there is a chance to arise some errors in the course of survey
2. The errors may be as follows
3. Respondents may not disclose the sight information because
the
research even
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INDUSTRY PROFILE
INTRODUCTION TO INDIAN MILK INDUSTRY:
Dairying has been of life in India since the ancient Vedic times. The
modern dairy industry took roots in 1950 with the sale of bottled milk in
Bombay from Array milk colony. The first large scale milk products factory
was started in 1945 at Anand a Co-operative venture, with the assistance of
UNICEF, for the production of milk powder, table butter and ghee. These
products were making from the buffalo milk.
The worlds largest development program over undertaken, the
operation flood undertook and gigantic task of upgrading and modernizing with
production, procurement, processing and marketing with the assistance
provided by the World Bank and other external agencies, designed and
implemented by the National Dairy Development Board (NDBD) and the
Indian Dairy Corporation. The project was launched in July, 1970. Its basic
concept compromises the establishment of co-operative structure on Ananda
Pattern.
OPERATION FLOOD-1:
Operation flood-1 also referred to as while revolution in a gigantic
project profounder by Government of India for developing Dairy Industry in
the country. The Operation Flood-2 originally meant to be completed in 1975
for its completion at total cost of about Rs.116 Crores. The Operation Flood-2
was wholly financed by setting in India free metric tons of bottle oil donated
out of the surpluses of European Economic Community.
ANAND PATTERN-1:
Under the Operation Flood-1 the program for increasing milk
production was taken up in ice hinterlands of various breading tracks on Anand
Pattern and loudly proclaimed with a trample. The Co-operative were started
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originally in 18 of Indian Milk shed districts and later on mine more milk shed
areas were added to make a total of 27 in 10 states of the country viz.,
Maharashtra, Tamilnadu, Andhra Pradesh, West Bengal, Bihar, Haryana,
Punjab, Uttar Pradesh and Rajasthan.
These dairy co-operative are based on the model known as Anand
Pattern of dairy co-operative. Under Anand pattern concept rural co-operative
infrastructure was to be built in the village, the milk producers were to form
their own village dairy co-operative. In the sphere of co-operativisation the No.
of Anand Pattern organized societies under operation flood was 63121 on April
1st 1991 as age INST 6753 a year ago indicate one that years as many as 2368
new dairy co-operatives were formed.
OPERATION FLOOD-2:
The Operation Flood-2 which was started in July 1978 is scheduled to
be completed in 1985 at a cost of 483 crores. The Indian Dairy co-operative,
National possible are not required to indicate the basis on which the State wise
allocation were made in operation flood-2 up to end of the 11,1979 Gujarat
State alone got the lions shares of 1666. 70,00,000 five sate Haryana, Bihar,
Rajasthan and Andhra Pradesh put together the total disbursement in their case
was 1732 lakhs only. This trend is going to be maintained in Operation Flood2.
OPERATION FLOOD-3:
The Indian Dairy Industry is growing rapidly and may become a string
competitor to World Dairy Powder. The milk sector in the second largest
contribution to the agricultural economy in terms of produce phenomenal
growth is a result of national airy development board through the Operation
Flood programs.
Operation Flood-2 now in its closing phase only consolidated the
procurement affords to boost production. The projection for milk output for
200 AD is nearly 90 tones at on5% growth rate. It is now 5-8% dairy factories
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established under operation flood, which cover 170 milk sheds can handle 14.3
million liters milk dairy. They have a milk drying capacity of about 696 tons
per day. The rapid growth in milk powder except for a (26400 tones) during the
drought years.
NATIONAL DAIRY DEVELOPMENT BOARD:
At the time of industrialization at cattle feed factory at Knjari in October 1964
the late Sri LAL BAHADUR SASTRY, the Prime Minister of India paid
unscheduled visit producers co-operative societies and stated there overnight.
He was impressed by the social economic changes brought milk co-operative in
Krishna District and desired to have a National level organization to milk
producers co-operative societies replicate anansin other part of the Country.
Thus the National Dairy Development Board was sent up under the
empowerment of Ministry of Agriculture and Irrigation, Govt. Of India in
September1965 under the Society Registration Act.1860 and the Bombay
Trust Act.1950. The president of India nominates the Board of Directors
including Chairman, Secretary, and National Dairy Development Board in the
chief of the organization.
ANAND PATTERN DAIRY DEVELOPMENT:
The information Anand pattern of milk co-operative was launched with
the organization of Krishna District co-operative Milk Producers Union
Limited. In this pattern the function of dairy is milk procurement, processing
and marketing are controlled by the milk producers themselves.
PLANNING INVESTMENT:
1. 33.43 Crores
2. 247.53 Crores
3. 187.00 Crores
4. 349.00 Crores
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5. 116.00 Crores
6. 600.00 Crores
Indian dairy Industry - a profile
Today, India is 'The Oyster' of the global dairy industry. It offers
opportunities galore to entrepreneurs worldwide, who wish to capitalize on one
of the world's largest and fastest growing markets for milk and milk products.
A bagful of 'pearls' awaits the international dairy processor in India. The Indian
dairy industry is rapidly growing, trying to keep pace with the galloping
progress around the world. As he expands his overseas operations to India
many profitable options await him. He may transfer technology, sign joint
ventures or use India as a sourcing center for regional exports. The
liberalization of the Indian economy beckons to MNC's and foreign investors
alike.
Indias dairy sector is expected to triple its production in the next 10
years in view of expanding potential for export to Europe and the West.
Moreover with WTO regulations expected to come into force in coming years
all the developed countries which are among big exporters today would have to
withdraw the support and subsidy to their domestic milk products sector. Also
India today is the lowest cost producer of per litre of milk in the world, at 27
cents, compared with the U.S' 63 cents, and Japans $2.8 dollars. Also to take
advantage of this lowest cost of milk production and increasing production in
the country multinational companies are planning to expand their activities
here. This will help them in marketing their products in foreign countries in
processed form.
The urban market for milk products is expected to grow at an
accelerated pace of around 33% per annum to around Rs.43,500crores by year
2013. This growth is going to come from the greater emphasis on the processed
foods sector and also by increase in the conversion of milk into milk products.
By 2013., the value of Indian dairy produce is expected to be Rs 10,00,000
million. Presently the market is valued at around Rs7,00,000mn
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Background:
India with 134mn cows and 125mn buffaloes has the largest population
of cattle in the world. Total cattle population in the country as on October'00
stood at 313mn. More than fifty percent of the buffaloes and twenty percent of
the cattle in the world are found in India and most of these are milch cows and
milch buffaloes.
Indian dairy sector contributes the large share in agricultural gross
domestic products. Presently there are around 70,000 village dairy cooperatives
across the country. The co-operative societies are federated into 170 district
milk producers unions, which is turn has 22-state cooperative dairy federation.
Milk production gives employment to more than 72mn dairy farmers. In terms
of total production, India is the leading producer of milk in the world followed
by USA. The milk production in 1999-00 is estimated at 78mn MT as
compared to 74.5mn MT in the previous year. This production is expected to
increase to 81mn MT by 2000-01. Of this total produce of 78mn cows' milk
constitute 36mn MT while rest is from other cattle.
Milk Yield comparison:
Country
USA
UK
Canada
New Zealand
Pakistan
India
World (Average)
7002
5417
5348
2976
1052
795
2021
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Production of milk in India
Year
Production in million MT
2001-02
48.4
2002-03
51.4
2003-04
53.7
2004-05
56.3
2005-06
58.6
2006-07
61.2
2007-08
63.5
2008-09
65
2009-10
68.5
2010-11
70.8
2011-12
74.7
2012-13
78.1
2013-14
81.0
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World's major milk producers
(Million MTs)
1998-99
Country
1997-98
India
71
74.5
USA
71
71
Russia
34
33
Germany
27
27
France
24
24
Pakistan
21
22
Brazil
21
27
UK
14
14
Ukraine
15
14
Poland
12
12
New Zealand
11
12
Netherlands
11
11
Italy
10
10
Australia
10
(Approx.)
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Operation Flood
The transition of the Indian milk industry from a situation of net import
to that of surplus has been led by the efforts of National Dairy Development
Board's Operation Flood. programme under the aegis of the former Chairman
of the board Dr. Kurien. Launched in 1970, Operation Flood has led to the
modernization of India's dairy sector and created a strong network for
procurement processing and distribution of milk by the co-operative sector. Per
capita availability of milk has increased from 132 gm per day in 1950 to over
220 gm per day in 1998. The main thrust of Operation Flood was to organize
dairy cooperatives in the milk shed areas of the village, and to link them to the
four Metro cities, which are the main markets for milk. The efforts undertaken
by NDDB have not only led to enhanced production, improvement in methods
of processing and development of a strong marketing network, but have also
led to the emergence of dairying as an important source of employment and
income generation in the rural areas. It has also led to an improvement in
yields, longer lactation periods, shorter calving intervals, etc through the use of
modern breeding techniques.
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Per Capital availability of milk
Year
gm/day
1999-2000
132
2000-01
127
2001-02
113
2002-03
111
2003-04
128
2004-05
178
2005-06
192
2006-07
198
2007-08
200
2008-09
202
2009-10
203
2010-11
212
2011-12
225
2012-13
250
Fresh Milk
Over 50% of the milk produced in India is buffalo milk, and 45% is cow
milk. The buffalo milk contribution to total milk produce is expected to be 54%
in 2000. Buffalo milk has 3.6% protein, 7.4% fat, 5.5% milk sugar, 0.8% ash
and 82.7% water whereas cow milk has 3.5% protein, 3.7% fat, 4.9% milk
sugar, 0.7% ash and 87% water. While presently (for the year 2000) the price of
Buffalo milk is ruling at $261-313 per MT that of cow is ruling at $170-267 per
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MT. Fresh pasteurized milk is available in packaged form. However, a large
part of milk consumed in India is not pasteurized, and is sold in loose form by
vendors. Sterilized milk is scarcely available in India.
Packaged milk can be divided according to fat content as follows,
Whole (fullcream) milk - 6% fat
Standardized(toned) milk - 4.5% fat
Doubled toned (lowfat) milk - 3% fat
Another category of milk, which has a small market is flavoured milk.
The Indian Market - A PyramidConsumer Habits And Practices
Milk has been an integral part of Indian food for centuries. The per
capita availability of milk in India has grown from 172 gm per person per day
in 1972 to 182gm in 1992 and 203 gm in 1998-99.This is expected to increase
to 212gms for 1999-00.
In India about 46 per cent of the total milk produced is consumed in
liquid form and 47 per cent is converted into traditional products like cottage
butter, ghee, paneer, khoya, curd, malai, etc. Only 7 per cent of the milk goes
into the production of western products like milk powders, processed butter and
processed cheese. The remaining 54% is utilized for conversion to milk
products. Among the milk products manufactured by the organized sector some
of the prominent ones are ghee, butter, cheese, ice creams, milk powders,
malted milk food, condensed milk infants foods etc. Of these ghee alone
accounts for 85%.
While for cooperatives of the total milk procured 60% is consumed in
fluid form and rest is used for manufacturing processed value added dairy
products; for private dairies only 45% is marketed in fluid form and rest is
processed into value added dairy products like ghee, makhan etc.
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Still, several consumers in urban areas prefer to buy loose milk from
vendors due to the strong perception that loose milk is fresh. Also, the current
level of processing and packaging capacity limits the availability of packaged
milk.
The preferred dairy animal in India is buffalo unlike the majority of the
world market, which is dominated by cow milk. As high as 98% of milk is
produced in rural India, which caters to 72% of the total population, whereas
the urban sector with 28% population consumes 56% of total milk produced.
Even in urban India, as high as 83% of the consumed milk comes from the
unorganized traditional sector.
Presently only 12% of the milk market is represented by packaged and
branded pasteurized milk, valued at about Rs. 8,000 crores. Quality of milk
sold by unorganized sector however is inconsistent and so is the price across
the season in local areas. Also these vendors add water and caustic soda, which
makes the milk unhygienic.
Growing Volumes
The effective milk market is largely confined to urban areas, inhabited
by over 25 per cent of the country's population. An estimated 50 per cent of the
total milk produced is consumed here. By the end of the twentieth century, the
urban population is expected to increase by more than 100 million to touch 364
million in 2000 a growth of about 40 per cent. The expected rise in urban
population would be a boon to Indian dairying. Presently, the organized sector
both cooperative and private and the traditional sector cater to this market.
The consumer access has become easier with the information revolution.
The number of households with TV has increased from 23 million in 1989 to
45 million in 1995. About 34 per cent of these households in urban India have
access to satellite television channel.
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Potential for further growth
Of the three A's of marketing - availability, acceptability and
affordability, Indian dairying is already endowed with the first two. People in
India love to drink milk. Hence no efforts are needed to make it acceptable. Its
availability is not a limitation either, because of the ample scope for increasing
milk production, given the prevailing low yields from dairy cattle. It leaves the
third vital marketing factor affordability. How to make milk affordable for the
large majority with limited purchasing power? That is essence of the challenge.
One practical way is to pack milk in small quantities of 250 ml or less in
polythene sachets. Already, the glass bottle for retailing milk has given way to
single-use sachets which are more economical.
Marketing Strategy for 2000 AD
Two key elements of marketing strategy for 2000 AD are: Focus on
strong brands and, product mix expansion to include UHT milk, cheese, ice
creams and spreads. The changing marketing trends will see the shift from
generic products to the packaged quasi, regular and premium brands. The
national brands will gradually edge out the regional brands or reduce their
presence. The brand image can do wonders to a product's marketing as is
evident from the words of Perfume Princess Coco Channel: In the factory, we
pack perfume; in the market, we sell hope!
Emerging Dairy Markets
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India, with her sizable dairy industry growing rapidly and on the path of
modernization, would have a place in the sun of prosperity for many decades to
come. The one index to the statement is the fact that the projected total milk
output over the next 15 years (1995-2010) would exceed 1457.6 million tones
which is twice the total production of the past 15 years!
Penetration of milk products
Western table spreads such as butter, margarine and jams are not very
popular in India. All India penetration of butter/ margarine is only 4%. This is
also largely represented by urban areas, where penetration is higher at 9%. In
rural areas, butter/ margarine have penetrated in 2.1% of households only. The
use of these products in the large metros is higher, with penetration at 15%.
Similarly, penetration of ghee is highest in medium sized towns at
37.2% compared to 31.7% in all urban areas and 21.3% in all rural areas. The
all India penetration of ghee is 24.1%. In relative terms, penetration of ghee is
significantly higher in North and West, which are milk surplus regions. North
accounts for 57% of ghee consumption and West for 23%, South & East
together account for the balance 20%. A large part of ghee is made at home and
by small/ cottage industry from milk. The relative share of branded products in
this category is very low at around 1-2%.
Milk powder and condensed milk have not been able to garner any
significant consumer acceptance in India as indicated by a very low 4.7%
penetration. The penetration is higher at 8.1% in urban areas and lower at 3.5%
in rural areas. Within urban areas, it is relatively higher in medium sized towns
at 8.5% compared to 7.7% in large metros.
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Market Size And Growth
Market size for milk (sold in loose/ packaged form) is estimated to be
36mn MT valued at Rs470bn. The market is currently growing at round 4% pa
in volume terms. The milk surplus states in India are Uttar Pradesh, Punjab,
Haryana, Rajasthan, Gujarat, Maharashtra, Andhra Pradesh, Karnataka and
Tamil Nadu. The manufacturing of milk products is concentrated in these milk
surplus States. The top 6 states viz. Uttar Pradesh, Punjab, Madhya Pradesh,
Rajasthan, Tamil Nadu and Gujarat together account for 58% of national
production.
Milk production grew by a mere 1% pa between 1947 and 1970. Since
the early 70's, under Operation Flood, production growth increased
significantly averaging over 5% pa. About 75% of milk is consumed at the
household level which is not a part of commercial dairy industry. Loose milk
has a larger market in India as it is perceived to be fresh by most consumers. In
reality however, it poses a higher risk of adulteration and contamination.
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Major Players
The packaged milk segment is dominated by the dairy cooperatives.
Gujarat Co-operative Milk Marketing Federation (GCMMF) is the largest
player. All other local dairy cooperatives have their local brands (For e.g.
Gokul, Warana in Maharashtra, Saras in Rajasthan, Verka in Punjab, Vijaya in
Andhra Pradesh, Aavin in Tamil Nadu, etc). Other private players include J K
Dairy, Heritage Foods, Indiana Dairy, Dairy Specialties, etc. Amrut Industries,
once a leading player in the sector has turned bankrupt and is facing
liquidation.
Packaging Technology
Milk was initially sold door-to-door by the local milkman. When the
dairy co-operatives initially started marketing branded milk, it was sold in glass
bottles sealed with foil. Over the years, several developments in packaging
media have taken place. In the early 80's, plastic pouches replaced the bottles.
Plastic pouches made transportation and storage very convenient, besides
reducing costs. Milk packed in plastic pouches/bottles have a shelf life of just
1-2 days, that too only if refrigerated. In 1996, Tetra Packs were introduced in
India. Tetra Packs are aseptic laminate packs made of aluminum, paper, board
and plastic. Milk stored in tetra packs and treated under Ultra High
Temperature (UHT) technique can be stored for four months without
refrigeration. Most of the dairy co-operatives in Andhra Pradesh, Tamil Nadu,
Punjab and Rajasthan sell milk in tetra packs. However tetra packed milk is
costlier by Rs5-7 compared to plastic pouches. In 1999-00 Nestle launched its
UHT milk. Amul too re-launched its AmulTaaza brand of UHT milk. The UHT
milk market is expected to grow at a rate of more than 10-12% in coming
years.
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Export Potential
India has the potential to become one of the leading players in milk and
milk product exports. Location advantage: India is located amidst major milk
deficit countries in Asia and Africa. Major importers of milk and milk products
are Bangladesh, China, Hong Kong, Singapore, Thailand, Malaysia,
Philippines, Japan, UAE, Oman and other gulf countries, all located close to
India.
Low Cost of Production: Milk production is scale insensitive and labour
intensive. Due to low labour cost, cost of production of milk is significantly
lower in India.
Quality: Significant investment has to be made in milk procurement,
equipments, chilling and refrigeration facilities. Also, training has to be
imparted to improve the quality to bring it up to international standards.
Productivity: To have an exportable surplus in the long-term and also to
maintain cost competitiveness, it is imperative to improve productivity of
Indian cattle.
India's exports of milk products
Description
2010-11
2011-12
2012-13
(Quantity, M T.:
Value,
millions)
Skimmed
milk 4,638.6
powder
Milk
and
Milk
3,35.
Quanti
Val
Quanti
ty
ue
ty
282.70
32
8.27
2.019
111.37
332.23
28.04
1.00
19.6
Value
5.00
0.375
4.27
11.00
2.02
0.08
32
M.B.A PROGRAMME
4
Sweetened
condensed milk
Whey
41.73
2.84
9.22
0.97
60.39
7.22
78.46
3.75
11.50
1.01
6.00
0.342
431.1
299.97
19.2
4,352.0
2,38.9
22.10
2.19
Ghee/Butter/Butter 7,895.0
oil
Cheese
(a) Fresh
0.10
0.013
(b) Processed
5.67
1.20
2.1
(c) Other
66.64
8.35
36.78
0.69
24.84
4.55
TOTAL
52.4
2,55.6
8,72.
7
0.37
5
33
M.B.A PROGRAMME
Biotechnology:
34
M.B.A PROGRAMME
Product development:
Ingredient manufacture:
Export markets for commodities like dry milk, condensed milk, ghee and
certain cheese varieties are well established. These items are utilized as
ingredients in foreign countries. These markets can be expanded to include
value-added ingredients like aseptically packaged cheese sauce and dehydrated
cheese powders.
Cheese sauce: Canned cheese sauce is made from real cheese to which
milk, whey, modified food starch, vegetable oil, colorings and spices
may be added. Cheese sauce is useful in kitchens for the preparation of
omelet, sandwiches, entrees, and soups. In addition, cheese sauce is used
as a topping on potatoes and vegetables and may be incorporated in
pasta dishes.
35
M.B.A PROGRAMME
Technology-driven manufacturing units:
These plants would fulfill an essential need by providing a centralized
and specialized facility for hire by the units which cannot justify capital
investment but do need such services. Potential areas for state-of-the-art
contract-pack units may conceivably specialize in cheese slicing, or dicing line,
cheese packaging, butter printing, and aseptic packaged fluid products..
Indian (traditional) Milk Products:
There are a large variety of traditional Indian milk products such as
Makkhan -unsalted butter.
Ghee - butter oil prepared by heat clarification, for longer shelf life.
Kheer - a sweet mix of boiled milk, sugar and rice.
Basundi - milk and sugar boiled down till it thickens.
Rabri - sweetened cream.
Dahi - a type of curd.
Lassi - curd mixed with water and sugar/ salt.
Channa/Paneer - milk mixed with lactic acid to coagulate.
Khoa - evaporated milk, used as a base to produce sweet Consumers while
purchasing dairy products look for freshness, quality, taste and texture, variety
and convenience. Products like Dahi and sweets like Kheer, Basundi, Rabri are
perishable products with a shelf life of less than a day. These products are
therefore manufactured and sold by local milk and sweet shops. There are
several such small shops within the vicinity of residential areas. Consumer
loyalty is built by consistent quality, taste and freshness. There are several
sweetmeat shops, which have built a strong brand franchise, and have several
branches located in various parts of a city.
36
M.B.A PROGRAMME
Branding Of Traditional Milk Products
Among the traditional milk products, ghee is the only product, which is
currently marketed, in branded form. main ghee brands are Sagar, MilkMan
(Britannia), Amul (GCMMF), Aarey (Mafco Ltd), Vijaya (AP Dairy
Development Cooperative Federation), Verka ( Punjab Dairy Cooperative),
Everyday (Nestle) and Farm Fresh (Wockhardt).
GCMMF has also made a beginning in branding of other traditional
milk products with the launch of packaged Paneer under the Amul brand. It has
also created a new umbrella brand "AmulMithaee", for a range of ethnic Indian
sweets that are proposed to be launched The first new product
AmulMithaeeGulabjamun has already been launched in major Indian markets.
Western Milk Products
Western milk products such as butter, cheese, yogurt have gained
popularity in the Indian market only during the last few years. However
consumption has been expanding with increasing urbanization.
Butter
Most Indians prefer to use home made white butter (makkhan) for
reasons of taste and affordability. Most of the branded butter is sold in the
towns and cities. The major brands are Amul, Vijaya, Sagar, Nandini and
Aarey. Amul is the leading national brand while the other players have greater
shares in their local markets. The latest entrant in the butter market has been
Britannia. Britannia has the advantages of a wide distribution reach and a
strong brand recall. Priced at par with the Amul brand, it is expected to give
stiff competition to the existing players. In 1999-00 the butter production is
estimated at 4 lakh MT of this only 45K MT is in the white form used for table
purposes rest all is in the yellow form.
37
M.B.A PROGRAMME
Cheese
The present market for cheese in India is estimated at about 9,000
tonnes and is growing at the rate of about 15% per annum. Cheese is mainly
consumed in the urban areas. The four metro cities alone account for more than
50% of consumption . Mumbai is the largest market (accounting for 30% of
cheese sold in the country), followed by Delhi (20%). Calcutta (7%) and
Chennai (6%). Mumbai has a larger number of domestic consumers, compared
to Delhi where the bulk institutional segment (mainly hotels) is larger.
Demand for various types of cheese in the Indian market :
Type of cheese
% of total consumption
Processed
50
Cheese spread
30
Mozzarella
10
Flavoured/Spiced
Others
38
M.B.A PROGRAMME
Company
Brands
Dynamix Group
Manufactures
State
for Maharashtra
Britannia
GCMMF
Amul
Capacity
35 tons per
day
Gujarat
20 tons per
day
APDDCF
Vijaya
Andhra
10 tons per
Pradesh
day
Milk Powder
Milk powder are mainly of 2 types
39
M.B.A PROGRAMME
Milk Powder/Dairy Whiteners : Major skimmed milk brands are Sagar
(GCMMF) and Nandini (Karnataka Milk Federation), Amul Full Cream milk
powder is a whole milk powder brand.Leading brands in the dairy whitener
segment are Nestle'sEveryday, GCMMF's Amulya, Dalmia Industry's Sapan,
Kwality Dairy India's KreamKountry, Wockhardt's Farm Fresh and Britannia's
MilkMan Dairy Whitener..
Value addition in milk powder - Infant Foods
Nestle is the market leader in the segment. This is a category where
brand loyalties are very strong as mothers want the best for their babies. Heinz
is the only other significant competitor to Nestle in this segment.
Nestle'sCerelac and Nestum together have around 80% market share and
Heinz's Farex has close to 18% share. Wockhardt is a relatively new entrant
with its First Food brand. Wockhardt also proposes to launch a new baby food
Easum containing moong (moong is one of the easily digestible pulses). The
Easum brand will directly compete with Nestle'sNestum (made from rice).
Regulatory Framework
The dairy industry was de-licensed in 1991 with a view to encourage
private investment and flow of capital and new technology in the segment.
Although de-licensing attracted a large number of players, concerns on issues
like excess capacity, sale of contaminated/ substandard quality of milk etc
induced the Government to promulgate the MMPO (Milk and Milk Products
Order) in 1992. Milk and Milk Products Order (MMPO) regulates milk and
milk products production in the country. The order requires no permission for
units handling less than 10,000 litres of liquid milk per day or milk solids up to
500 tpa. MMPO prescribes State registration to plants producing between
10,000 to 75,000 litres of milk per day or manufacturing milk products
containing between 500 to 3,750 tonnes of milk solids per year. Plants
producing over 75,000 litres per day or more than 3,750 tonnes per year of milk
solids have to be registered with the Central Government. The stringent
40
M.B.A PROGRAMME
regulations, government controls and licensing requirements for new capacities
have restricted large Indian and MNC players from making significant
investments in this product category.
Amul's secret of success
The system succeeded mainly because it provides an assured market at
remunerative prices for producers' milk besides acting as a channel to market
the production enhancement package. What's more, it does not disturb the agrosystem of the farmers. It also enables the consumer an access to high quality
milk and milk products.
Looking back on the path traversed by Amul, the following features make it
a pattern and model for emulation elsewhere. Amul has been able to:
Bring at the command of the rural milk producers the best of the
technology and harness its fruit for betterment
Plough back the profits, by prudent use of men, material and machines,
in the rural sector for the common good and betterment of the member
producers and
Even though, growing with time and on scale, it has remained with the
smallest producer members. In that sense, Amul is an example par
excellence, of an intervention for rural change.
M.B.A PROGRAMME
planning and execution. Thus the 'Anand Pattern' was followed not just in
Kaira district but in Mehsana, Sabarkantha, Banaskantha, Baroda and Surat
districts also. Even before the Dairy Board of India was born, farmers and their
leaders carried out empirical tests of the hypotheses that explained Amul's
success. In these districts, milk producers and their leaders experienced
significant commonalties and found easy and effortless ways to adapt
Amul'sgameplan to their respective areas. This led to the Creation of the
National Dairy Development Board with the clear mandate of replicating the
'Anand pattern' in other parts of the country.
GCMMF: An Overview
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's
largest food products marketing organization. It is a state level apex body of
milk cooperatives in Gujarat which aims to provide remunerative returns to the
farmers and also serve the interest of consumers by providing quality products
which are good value for money.
Members:
12district
cooperative
milk
producers' Union
No. of Producer Members:
2.12 million
10,411
Rs (million)
US $ (in million)
42
M.B.A PROGRAMME
2007-08
11140
355
2008-09
13790
400
2009-10
15540
450
2010-11
18840
455
2011-12
22192
493
2012-13
22185
493
43
M.B.A PROGRAMME
Major dairy products manufacturers
Company
Brands
Major Products
Milkmaid,Cerelac,
Sweetened
Lactogen,
Milkfood Limited
condensed
milk,
Everyday
Dairy whitener
Milkfood
SmithKline
Horlicks,
Beecham Limited
Viva
Indodan
Industries Indana
Limited
Gujarat
operative
Co- Amul
milk
Marketing
Federation Limited
H.J.Heinz Limited
Farex,
Glactose,
Complan, Infant
Milkfood,
malted
Bonniemix, Milkfood
Vitamilk
Britannia
Milkman
Cadbury
Bournvita
Malted food
COMPANY PROFILE
ORIGIN &HISTORY:
44
M.B.A PROGRAMME
Organized dairying in Krishna commenced in 1965 with integrated milk
project assisted by UNICEF. A milk conversation plant first of its kind in south
india was commenced in April 1969.The organization of dairy industry took
based changes beginning with husbandry department; it was integrated with
project (1960), dairy development (1991), A.P Dairy development Co-operative
(1974), A.P.Dairy development Co-operative Federation (1981).
Krishna district milk producers Co-operative Union got registered in
1983 district have 450 organised dairy Co-operative societies with 67,000
members producers. There are 340 producers associated centers.
COMPANYS MISSION:
Framers prosperity through technical innovation and customer orientation with
specific focus on quality and cost.
COMPANYS VISION:
Dairying in the district to be the major instrument of strengthening rural
economy & making available safe milk products.
SALIENT FEATURES:
Dairy average milk procurement: 1,63,794lts.
Turnover of business has reached to 200 crores.
Daily milk sales average reached to 1,60,000lts.
Obtained ISO 9001:2000, 14000 and H.A.C.C.P. certification.
Earning profits and distributing bonus to its members
Paying Rs.68 crores per year to farmer as cost of milk procured from
them.
45
M.B.A PROGRAMME
Strengthened the rural economy by avoiding middlemen and making
available safe milk and milk products to the customer.
Provided self employment to the rural women.
COMPANY PRIDE:
First powder plant established in South India
Largest democratic functionary in the District serving the farming
community.
Having more than Rs.1000 crores grass root level production base.
Providing direct and indirect employment to people.
First dairy to introduce five varieties of liquid milk.
First dairy to introduce liquid ice cream in tetra brick pack.
First dairy co-operative to introduce curd in cups in South India.
First dairy to introduce butter milk and lussie in tetra brick pack.
Annual turnover more than Rs.121 crores with a continuous growth rate.
First dairy to introduce Basundi in cups and milk cake.
Distribution network with 27 milk distribution routes.
DAIRY INDUSTRY IN KRISHNA DISTRICT:
Krishna District is on riverian track of Krishna abutting Bay of Bengal.
It has a total area of 8727sq.kms. The major activity is agriculture. It has
17.39 lakh acres of land under crop cultivation of which 66% is irrigated. The
human population is 39.54 lakhs. It has 972 inhabited villages. The literacy in
the district is 41.71%. The district is known for its quality cattle. In milk cattle
population it ranks second in the state. Buffalo is the predominant milk animal.
Organized dairying in Krishna commenced in 1965 with integrated milk
project assisted by the UNICEF. A milk conservation plant is 1.25LLPD (lakh
liters per day) was commenced in April, 1969 at VIJAYAWADA.
46
M.B.A PROGRAMME
The dairy industry in the district had its beginning under state
Government as part of animal husbandry activity. integration of dairy industry
into the department of animal husbandry took place periodically in the name of
different projects:
1 Integrated MILK project (1960)
2 Dairy development department (1971)
3 Andhra Pradesh Dairy Development Corporation (1974)
4 A.P. Dairy Development Co-operative Federation (1981)
Realizing the milk production potentialities of the inversion track, the
Government of Andhra Pradesh and Government of India with UNICEF
assistance has established Integrated Milk projects-Hyderabad Vijayawada,
linking the production and consumption centers. Thus Krishna district has the
distinction of starting organized dairy activities by commissioning Milk
chilling at PAMARU in February, 1965 the first of the type in Andhra
Pradesh. Organization of co-operative structure on ANAND PATTERN was
initiated in 1981. Krishna district milk producers co-operative union limited
got registered in 1983. It took complete management of Dairy activities of the
Krishna district from February 1985.
At present, the district has 534 organized dairy co-operative societies with
over 92600 member producers. There are 300 milk producers Association
centers too functioning besides co-operative Societies. The union collects milk
form about 1,26,896 milk producers covering 815 villages organized through
35 milk routes. District union has 6 milk chilling centers one each operating at
Pamarru, Hanuman Junction, Veerankilock, Gudlavallaru, Chilikalu and
Tiruvuru with a total processing Union markets about 1,50, 000 liters\day
market milk to 1 lakh families in the district. It manufactures products like
Ghee, Butter milk, Basundi and DoodhPeda, Ghee products, skim milk powder,
UHT Milk(TeraBrik), merry milk (Tetra Brik). These products are
manufactured in this dairy with the brand name of VIJAYA are popular for
its quality throughout the nation. UHT milk has market at Bombay, Goa, Pune,
47
M.B.A PROGRAMME
Calcutta and Hyderabad. New UHT products such as sterilized cream, slim
milk(diet milk) launched recently had good consumer response. Capacity of
1.70lakh liters per day. It has milk products factory with the facilities to
manufacture different milk products.
The milk product factory at Vijayawada handles surplus milk from all
coastal districts.
kgs\day. The factory conserves fat in the shape of while butter usually to the
extent of 1000 M.Tsperyear.
Union manufactures and market about 23 tons\day of cattle feed besides
400 MTs mineral mixture per annum Dairy Co-operatives in villages have
gradually developed trading surplus and this aspect coupled with government
schemes resulting in establishing their own buildings in 345 villages valued at
Rs.2.2crores.
An Aseptic packing station was set up in the Milk products factory7 to
pack 50,000 liters of long the milk (UHT MILK) per day. Union has also 2
cattle feed mixing plants with a total capacity of 50M.T.\day. Plan to increase
procurement to two lakh liters a day. Vijaya Dairy is the only unit exporting
milk products to countries like Malaysia.
Krishna milk union is a district milk producer co-operative came into
exiting in July 1983 registered KRISHNA DISTRICT MILK PRODUCERS
MUTUALLY AIDED CO-OPERATIVE UNION LIMITED. It took over the
management on going dairy activities Krishna district of Andhra Pradesh
during February 1985 Krishna milk union currently 815 functional dairy cooperations in villages and introduced from various chilling centers district
routes.
Krishna district has milk procurement ranging from 45,000 kgs to
1,70,000kgs per day from 1969 to 2013.
48
M.B.A PROGRAMME
concentrated has wide procurement fluctuations. it was considered imminent
to reduce the seasonal imbalance in milk production. Induction of X bread
cows has been taken up since 1990 to increase milk production potentially.
District has very close animal health coverage by the animal husbandly
department.The district co-operatives milk union provides the following inputs
farmers for increased milk production.
1 Veterinary first aid facilities
2 Animal vaccines & medicines at subsidized prices.
3 A.I. Facilities.
4
Breeding bulls.
Extension services.
49
M.B.A PROGRAMME
and their vacancies are to be filled either through election or consensus. The
members of the board elect the chairman of the union. In the election held in
2001 sriManadavaJanakiRamaiah was reelected as the chairman. He occupied
this post since 1992. He is also holding the post of chairman, A.P.D.D.C.F.Ltd.,
HYDERABAD since 2000
Breif profile about Sri Manadava Janakiramaiah
Father name
Sri Rattier
DOB
10-4-1932
Professional Background:
As an active agriculturist, philanthropist and progressive dairyman of
the state, occupies the following positions
1. President, milk producers co-operative society, movva (since 1992).
2. Chairman Krishna district milk union ltd from 1992-2013.
3. Chairman TKDMPMA-CO-Op union ltd., since August. 2001.
4. Chairman
a.p
Dairy
Devolopment
cooperative
federation
ltd.,
Hyderabad (since1999).
5. Director, national Dairy Development board, Anand.
ORGANISATION STRUCTURE
50
M.B.A PROGRAMME
CHAIRMAN
Managing
D.G.M.
(Plant
Q.C.
Officer
Deputy
Director
D.G.M.
(Production)
Assistant
DirectorG1
Manager
G1
Assistant
Asst.
Manager G2
Foreman
Quality
Con.Supervi
Field
Supervisor
Processing
Supervisor
P.C.M
Lab
Assistant
Asst. Field
Supervisor
Weighting
Clerks
Plant
Mechanic
Asst. Dairy
Engg.
Asst. Q.C.
Officer
Marketing
Manager
Marketing
Superintend
Marketing
Superviso
Director-
Plant
M.B.A PROGRAMME
Membership/positions held in social, cultural, educational, charitable and
service organizations:
1. Sarpanch,grampanchayat, movva(1981-88)
2. President lions club movva.(1987-88)
3. Founder chairman, kshetraiah general& educational society, movva.
4. Life member, Siddhartha academy of general technical education,
Vijayawada.
5. President village Development committee moves.
6. President Kshetreiahkalasamithi, movva.
7. Member, Krishna Live Stock Development Association, Vijayawada.
8. Executive member, Andhara
Association, Hyderabad.
Pradesh
live
stock
Development
M.B.A PROGRAMME
Ability to offer quality products with high profitability.
Established bondage with farmers.
Access to developmental funds and grants.
Access to other co-operatives.
WEAKNESSES:
High fixed costs occupying 15% of business turnover.
Work culture not compatible with growing for customer service.
Business systems and modern management culture is yet to be adopted.
Managers lack of business experience.
OPPORTUNITIES:
Increased purchasing capacity.
Rapid urbanization.
Growing food service sector.
Responsive state government.
Export opportunities for long life aseptic milk.
Responsive milk producer base.
THREATS:
Intense competition in liquid milk market.
Entry or organized private section.
Increasing competition for the marketable surplus milk in rural areas.
Employees resistance to change.
53
M.B.A PROGRAMME
Unit
Capacity
o
1
Milk processing
Laths
2.5
Milk drying
/day
22.0
Ghee manufacturing
mats/day
18.0
Butter manufacturing
m.t.s/day
22.0
/day
45000
Milk packing
/day
2,00,000
Go down space
m.ts
3000
m.ts
500
B. FIELD
S.no
unit
Capacity
Mccpamarru
/day
50,000
Mcc
/day
18,000
Veeranki lock
4
Mccgudlavaleeru
/day
18,000
Mcchanumanjunction
/day
18,000
Mccchillakulu
/day
12,000
Mcctiruvuru
/day
12,000
Total
1,28,000
dcs
having
electronic
450
milko testers
10
no.ofa.i centers
56
54
M.B.A PROGRAMME
11
240
12
no.of.dcs organized
630
13
no.of.mpas
320
14
103
15
farmer mermbers
1,18,689
16
women members
23,347
17
35
18
no.of.dcs
having
its
400
own buildings
C. CATTEL FEED
S.n Name of the plant
Unit
Capacity
o
1
Fmpbuddavaram
m.t.s/day
30.0
Fmpgudlavalleru
m.t.s/day
18.0
55
M.B.A PROGRAMME
Milk Procurement and Input:
Director Heads the Procurement and inputs operations supported by the
managers of the chilling centers, managers of cattele feed mixing plants,
foodder development and eternity officers.
Union collects the milk twice a day about 2.40 laky ltr/day covering
about 900 villages organized through 35 milk routes. Union has 6 chilling
centers, each operating at pamarru, veeranki lock, gudlavalleeru, chillakulu,
tiruvuru, with combined chilling capacity of 1.28 lakh ltrs per day. It has two
cattele feed mixing plants
total capacity of 480 m.t.s per day. The procurement from west Godavari
district is present done through the chilling centers located at bhimadolu.
Milk procurement:
Procuring all surplus milk by the producers round the year based on
quality.
Free supply of chemicals to the mpcs.
Providing marginal assistance to mpcs.
Provide technical support and training facilities to producers and field
staff.
Bonus distribution to the milk producers
The mpcs are distributing bonus and incentives to the producers out of
the profits earned every year.
Animal Breeding Services:
Providing artificial insemination services through
A.I centers
high
degree
frozen
semen
procured
from
reputed
organizations.
Supply of bulls of murrah breed for natural service.
56
M.B.A PROGRAMME
Feed and Fooder:
Supply of special quality and ordinary categories of premixed cattle feed
from the union owned plants cost-to-cost basis.
Supply of hybrid verities of fodder seed at cost.
Supply of quality mineral mixture regularly.
Supplying fodder slips of improved verities
SALES AND MARKETING
Dy.Director (S&M) Is Hedin the Sales and marketing wing supported by
as ales manager and three asst.sales manager with anew network of 700 booths,
300 around the clock cold chain parlors. The sales and marketing wing of the
union functions round the clock for the distribution and marketing of milk and
milk products. It has three own outlets those all are located at three different
places
1) Alankar Parlor (Near To Be ascent Road)
2) Milk parlor at railway station
3) Milk parlor at Vijayawada bus station
4) Milk products factory, Vijayawada. There are about 25 vehicles in
transport organization, milk products factory, in Vijayawada.
Transport
There are about 25 vehicles in transport organization, milk products
factory, in Vijayawada.
Road tankers
4 tanks of 13,000 liters capacity
4 tanks of 1,000 liters capacity
3 distribution vehicles for sales
6 inspection vehicles
57
M.B.A PROGRAMME
MARKETING INFRASTRUCTURE:
CITY/TOWN
Commission Cold
Agents
chain Departmental
points
parlors
VIJAYAWADA
MACHILIPATNAM
GUDIVADA
JAGGAIPATA
NUZIVEDU
VUYYURU
PAMARRU
CHALLAPALLI
AVANIGADDA
NAGAYALANKA
BUNTUMILLI
GUDLAVALLERU
KAIKALURU
HANUMAN
350
32
23
15
1
1
2
0
0
0
0
0
0
0
375
51
37
19
4
4
3
1
1
1
1
1
1
1
4
1
1
-----------------------
JUNCTION
TIRUVURU
CHILLAKALLU
NANDIGAMA
KANCHICHERLA
1
0
3
2
1
1
2
2
------7
58
M.B.A PROGRAMME
DISTRIBUTION AND NETWORK
1) Liquid Milk Distribution:
VIJAYAWADA city is divided into 24zones. Each zone is connected by
a separate milk route operating both Morning and Evening to distribute
the milk to the commission agents and cold chain points. In addition,
milk is distributed through a separate route the following towns.
MACHILIPATNAM
GUDIVADA
} KRISHNA DISTRICT
JAGGIAPATA
BHIMAVARAM
ELURU
} WEST GODAVARI
DISTRICT
NARSAPUR
PRODUCT DISTRIBUTION
Local distribution with in the district:
Through Distributors, stockiest and retailers. Products are delivered to
these distributors / stockiest/retailers.
Distribution to outside the district:
Through stockiest and ex-factory direct sales through out the country.
EXPORT:
Krishna milk union is on the threshold of entering to the international
market on its own. It is all set to export UHT milk and products to countries
like UAE, Bahrain etc
59
M.B.A PROGRAMME
Services offered to the consumers:
A) Only Dairy offering five verities of milk for the benefit of consumers
according to their preferences/ tastes and suitability
1. VIJAYA GOLD
2. VIJAYA PREMIUM
3. VIJAYA ECONOMY
4. VIJAYA LOW FAT
B. Range of UHT processed MILK AND MILK PRODUCTS with
shelf life OF 4 months.
5. UHT std.milk 1lit, 200 ml.
6. UHT Cream 1 lit , 200 ml
7. UHT low Fat milk 1lit, 200 ml.
8. Merry Milk
60
M.B.A PROGRAMME
Milk Processing and Production
Milk production flow chart.
Milk chilling
Standardization
Milk pasteurization &separation
MILK RECEPTIONS:
As soon as the milk arrived at the reception dock either through cans are
tankers
the
laboratory
authorities
are
conduct
all
the
platform
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MILK PROCESSSING SECTION:
It has 12 storage tankers each of 15000ltr capacity.
Four soils of each 30000 capacity.
Four cream vats each of 5000 its capacity.
It has equipped with three milk pasturiaser
of
20000 its
with
OPERATIONS:
Separation of quantity of whole milk to the extent of demand and with
mixture of whole whose out put capacity is 800 kgs of smooth textured butter
preferably packed in 20 kg bulk cartoons for long storage.
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BUTTER SECTION:
It is equipped with the butter churns with drum capacity of 1500. Each
the cream loaded in the drums is churned for about 3hr for separation of liquid
butter milk from cream. After setting of butter it is washed with chilled water
to remove separated solids from it the butter formed is collected and send for
further processing while the solids in liquid from of butter milk is sent back to
processing section for further usage.
GHEE SECTION:
The 7 ghee boilers in ghee section each with 1000 its. Capacity in which
butter is melted for about three hours at 120 c after attaining satisfactory flavor
color etc. The ghee is pumped to ghee settling tanks where it is allowed for 8
hrs for settling of sediment at the bottom of the tank. There are two settling
tanks each 8000 its capacity and to storage. Tanks each with 3000 its capacity.
Then the ghee is clarified and filtered with fine filters after obtaining
satisfactory report from the laboratory. Authorities the fine filtered ghee is
packed in 5 liters, 2 liters and also 1 ltrs&1/2, consumers pack, 15kgs, 34kgs,
bulk containers and 500 ml and 200 ml, poly packs. It is also equipped with a
ghee tin filling cum-sealing machine with a capacity of 5tins /min, of 5ltrs,
2ltrs, 1ltrs, and are marketed through out the country and has very good
demand.
BI- PRODUCTS SECTION:
All the fresh milk products like, butter milk, sweet lassi, khova, pannier,
yoghurt, milk cake, are manufactured and packed under strict highgienic an
aseptic conditions in this section.
POWDER SECTION
It has powder plants. An Alfa level make single effect gravity floe milk
evaporator plant with milk drying capacity of 8m.ts per day and another Vulcan
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level doubled effect gravity flow milk evaporator plant with milk drying
capacity of 14 m.tsper day are under operations fine and superior quality
ISIGRADE SMP is packed in 25kg, ikg&1/2kg packs.
MILK PACKING
It has a capacity to pack 2, 00,000 of various verities of milk per day. It
is equipped with 8 sachet packing machines each capacity is 150 tubs per
hours. There are 5 varieties of milk in ltr, sachets for direct consumer
sending and in 40. Hence for institutions are being packed.
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ASEPTIC PACKAGE SECTION
Special officer [] is heading the unit. This station was established in
1998 with the financial assistance of NDDB in the existing campus of milk
products factory, Vijayawada with atonal outlay of rest 1.22crs.
PROCESS IN BREIF
Milk is treaded in altar high temperature plant for 2-3 seconds at about
140c under low pressure followed by rapid cooling this enables milk to be free
of micro organisms which are liable to proliferate during storage.
PURCHASE SECTION
In order to procure the required raw material for the company the
purchase section can for the tenders to the public in yearly basis. The
organization can follies two types of methods in passing tenders.
1. CONFORMITY
2. TENDERS
The milk products factory can invite the tenders yearly once & then they
can receives from public, and invite the tenders they can give the tender to the
firms which are coded for low rates to supply the material. After closing of the
tenders section they can gave specifications to supply the material to the
company means of quality, quantity, weight, printing specifications and etc,
In the one year duration the company can receives the material from the
supplier at coded rate in tender agreement made by the company. In the
duration of year there may be fluctuations in the raw material, whenever the
fall/raise in the material the supplier can not supply, it results in the production
of the company, because to avoid those circumstances the company give some
exemptions to the supplier. Those are in the following
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M.B.A PROGRAMME
The supplier to supply price of the material.
Price change according to the market price.
Cut of price in case of highly raise of material.
CONFORMATORY:
They can check the price of raw material in different outlets.
They can procure the material from which the firm can supply at lowest
prices.
STORES SECTION:
The stores departments in the milk products factory can receives the raw
material supplied by the supplier and send for the lab testing & after receives
the lab report they can decide to accept /reject goods. Whenever the lab report
is not all satisfactory the stores section will return goods to the supplier.
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PROCESS FLOW IN THE STORES SECTION:
Receives goods from supplier
Received Indent
Goods
Send
To
Required Section
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CONSUMER BEHAVIOUR
Definitions-1
1. Consumer Behavior can be defined as the decision making process and
physical activities involved in acquiring, evaluating, using and disposing of
goods and services.
2. The American Marketing Association (AMA) defines consumer behavior as
The dynamic interaction of cognition, behavior & environmental events by
which human beings conduct the exchange aspect of their lives.
Consumer is the most important person to the marketer
because the marketer takes in to consideration on the liking and disliking of the
consumer and he produces the goods and services accordingly. That indicated
consumers are treated as the kings in the market. A product cannot be
marketed successfully without knowing the consumers behaviour towards that
particular product.
Due to the fast development in technology the behaviour of
the consumers is very much affected. Every producers tries to attach the
consumer through different techniques like advertisement, attractive packaging,
brand name and a around pricing system. Which has become the true cause of
competition?
Consumer behaviour plays a very important role in the
success or failure of a product. If a consumer is satisfied from the product then
his behaviour would be positive towards the product and if he is not satisfied
from the product then his behaviour would be negative towards the product.
A company's success largely depends upon the
consumer's positive behaviour. Today's consumer is very well aware about the
products available in the market.
He knows what a good product is and what a bad
product is. He is well educated and decides to purchase goods on merit.
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He will never go for such products which do not meet the quality standards. He
will buy only those things which will truly satisfy his needs and expectations.
Definition-2
How consumer will be have ,when a particular product
comes before him its study is called consumer behaviours. Consumer
behaviours is a process when by the individual to purchase what, where,
when, how, and from whom, for buying product as service.
What is consumer:
An individual who buys products or services for
personal use and not for manufacture or resale . a consumer is some one who
can make the decisions whether or not to purchase an item at the store and
some one who can be influenced by marketing and advertisement . any time
some one goes to a store and purchase a toy, shirt, beverage,or any thing
else,they are making that decisions as a consumer.
Concept of consumerism
Consumerism is a social force with in the environment
designed to aid and protect the consumer by exerting legal, moral, and
economic pressure on business, and independent organization that are designed
to protect the individuals from practices that infring upon their rights as
consumers.
The rise of consumer movement had made the adoption
of marketing concept a critical success factor for business firms, government
bodies and other. The market concept state that the basic objectives of an
organization is to satisfy customers and society consumers has had a direct
impact an markets. It follows that the element of the markets. It follows that the
element of the marketing process, product, price, promotion and distribution
also must be subject to the pressure of consumerism.
According to Philip kotler,
consumerism is a social movement seeking to augment the rights and powers of
buyers in relation to selling. It is important to remember that sellers too enjoy
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certain rights in most societies, of course the buyers are having the right not to
buy a product, i.e., offered to them. They have the right to expect buy a
product, i.e., offered to them. They have the right to expect the product to be
safe and to be essentially as presented by the seller.
The main purpose of consumerism is the demand for adequate information on
1. Quality of goods,
2. Price
3. Conditions of production and sale
4. Use of goods,
5. Expected performance of goods,
6. Safety precaution
7. Special care, peculation and guidance to the use of sophisticated and
costly consumer disables.
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study generally uses a field staff that is either requited and trained
directly by the researcher or contracted from a company that specializes
in conducting field interviews. In either case, it is often necessary to
verify whether the interviews lave, in fact taken place, this is some times
done by a post card mailing to respondents asking them to verify that
they participated in an interview on the date recorded on the
questionnaire on a regular basis as the research study progresses to
ensure that the recorded are clear, complete, and legible.
6. Analysis: In qualitative research the moderator or test administrator
usually analysis the responses received in quantitative research, the
research supervises. The analysis open ended responses are first coded
and quantified them all of the responses are tabulated and analyzed.
Although it is possible to tabulate and analyze up to 200 responses
without the use of a computer most surveys are computer analyzed
using sophisticated analytical techniques. The computer can process
multiple correlation and cluster the data by selected demographic
characteristics.
7. Brand Image: Brand image is defined as the set of associations linked
to the brand that consumers hold memory. Positive brand image is
associated with consumer loyalty, consumer beliefs about positive brand
value, and willingness to search for the brand. A positive inclined
toward future brand promotion and to resist competitors marketing
activities advertising plays an important role the establishing a
favourable brand image, consumer satisfaction or dissatisfaction with
price promotion decision affect the brands long- term future image.
Brand manager who wish to establish a value image for their brands
must be care full to avoid price promotion strategies. Selecting the right
mouthwash may present as great a risk to a consumer as selecting a new
television set.
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8. Culture: Given the board and pervasive nature of culture, its study
generally requires a detailed examination of the character of the total
society, including such factors as language knowledge, laws religion,
food customers, music, art, technology work patterns, products,
Because our objectives is to
understand the influence of culture on consumer behaviour, we define culture
as the sum total of learned beliefs values, and customers that serve to direct the
consumer behaviour of members of a particular societies by our definition it is
easy to see how an understanding of various cultures of a society helps markets
product consumer acceptance of their products.
marketing that is offering the same product and marketing mix to all
consumers. The essence of this strategy was summed up by the entrepreneur
Henry Ford, who offered the model T automobile to the public In any color
they wanted, as long as it was black.
The strategy of segmentation allows producers to
veiled Lead-on competition in the market place by differentiating their
offerings, not only on the bases of price, but also through styling, packing,
promotional appeal, method of distribution, and superior service.
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Goals :
Goals are the sought after results of motivated behavior all
behavior is goal oriented our discussion of motivation in this chapter is in part
concerned with generic goals - that is the general classes or categories of goals
that consumers select to fulfill their needs. Marketers are even more concerned
with consumers product specific goals that is the specifically branded or
labeled products they select to fulfill their needs for example. The Thomas J.
Lipton Company wants consumers to view Iced tea as a good way to quench
summer thirst It is even more interested in having consumers view Liptons
Iced tea as the best way support their trade association advertising recognize
the importance of promoting both types of goals. Single definition. However,
we propose that person alit be defined as those inner Psychological
characteristics that both determine and reflect how a person responds to his or
her environment.
At emphases in this definition is on inner characteristics those
specific qualities attributes, traits, factors and mannerisms that distinguish one
individual from other individual as discussed later in the chapter.
Brand Loyalty :
A major goal of marketers interested in how consumers learn is
to encourage brand loyalty. Brand loyal customers provide the basis for a stable
and growing market share and can be a major intangible asset reflected in the
purchase price of a company. A study of consumer purchase habits reported
that brands with larger market shares have proportionately larger groups of
loyal buyers.
Brand loyalty is not a simple concept. A basic issue among
researchers is whether to define the concept in terms of consumer behavior or
consumer attitudes. Brand loyal buyer who repeats a brand purchase because
it is the only one available at the store.
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What is Group :
A group may be defined as two or more people who
interact to accomplish either individual or mutual goals. The broad scope of
this definition includes an intimate group of two next door neighbors who
do their supermarket shopping together and larger, more formal group, such as
a neighbor hood
of business in their
neighborhood. Includes in their definition, too, are more remote, one sided
social relationship in which an individual consumer look to others for help in
deciding which products or services to own or use, even though these others are
largely unaware that they are serving as consumption related role models.
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What is Opinion Leadership :Opinion leadership is the process by which one person
informally influence the actions or attitudes of others. Who may be opinion
seekers or merely opinion recipient. This influence is informal and usually
verbal, but it may take the form of non-verbal behavior observed by others.
The informal how of consumption related influence between two people is
some times refined to as product related conversation or word - of - mouth
communication. The key characteristic of word of mouth communication is
that is interpersonal and informal and takes place between two or more people
none of whom represents a commercial setting source that would gain directly
from the sale of something. Word of mouth implies personal, or face to
face, communication, although it may also take place in a telephone
conversation or in the content of chat group on the internet.
Knowledge and Interest :Opinion leaders tend to possess a high level of interest in the
product or service category in which they provide advice or information. For
this reason, they are likely to seek information about the product category, and
because of their knowledge, others may turn to them for product advice. Chief
among the characteristics that distinguish opinion leaders from non leaders is
their degree of involvement with the subject. Compared with non leaders in a
particular product category, opinion leaders read more about related consumer
issues, are more knowledgeable about related new product developments,
participate more
derive greater
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Individual needs: The starting point in the purchase decision process is the
recognition of a felt need. A need may be defined as the locking of something
useful. An individual always has innumerable un satisfied needs. There needs
become motives later on because everybody is motivated by needs or wants
psychological studies indicated that all human activities includes buying
behaviour are directed towards satisfying certain basic needs. All individuals
do not act exactly in the some way the their efforts to fulfill their needs.
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from behaviour. This illustration suggest that a whole universe of consumer
behaviours consistency of purchases, recommendations to others, top raw
things, beliefs, evaluations, and intentions are related to attitude an attitude is a
learned predisposition to behave in a consistently favourbale or comfortable
way with respect to a given object.
Importance of consumer behavior in advertising :Consumer behavior plays a very crucial role in
advertising before prepare an advertising plan, the advertising agency must be
aware of the behavioral patterns of the consumers. The success of the
programme depends greatly on the behavior study of the consumers the study
consumer behavior determines the media of advertising or media mix to cover
the market segments where it can influence the consumer behavior and induce
the consumer to take a decision to purchase the product.
The consumer behavior study also recognizes the drives
that should be satisfied. The advertise may improve his product so as to satisfy
the particular drive. This consumer behavior helps advertise improve the
products or services or introduce new products or services in order to satisfy
the needs.
The idea of scientific advertising has been developed
by the study of consumer behavior. Scientific advertising means properly
planned advertising based on serious deliberations or overall factors that have a
bearing upon its success. It implies the development and use of a fact finding
approach to the formation and execution of an advertising programme.
Consumer behavior study has shaped the
advertisements in a scientific manners. The message or the appeal. The appeals
may be changed with changing behavior of the people. So, change in the
attitude due to change in habits or fashion may lead to change in advertising
appeal.
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periodically to make sure that they are attened to shifting markets. The long
term changes have a major Impact on customer selection. The revolution in
distribution of income alone has had a profound effect on markets for luxury
goods and for mass production items such as television sets.
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company must either make what a selected group of consumers want or find
consumers for the products it makes.
The relation of a company to consumers of its
products is normally continuously over a period of years. Reputation are
established and expectations . So vital careful planning are
built up
Location of Consumers:
Another dimension of customer policies is the
geographical location
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1. Listing all actions necessary between producer and consumer
promotion, actual selling, transportation , financing, ware housing,
repackaging , risk taking , installation and repair service and the
like.
2. Grouping these activities into jobs that can be effectively and
effectively performed by separate forms. These forms may be banks
or ware housemen who also do other things or they may be forms
exclusively involved in this particular channel. The crucial matter
here is to conceive of jobs that are the most effective combination.
3. Defining relationships between the jobs that will assure cooperation
and necessary flow of information . Also define how each out
necessary , minimum controls to be exercised by various members
over other members.
4. On the basis of this organization design ( the policy adopted by the
designers) , developing specifications for the forms that are to fell
each job.
5. Then moving on to execution of the plan by recruiting people to take
the specified jobs ( some negotiation may arise here since
independent forms will be participants), educating people on how
the plan is to work , supervising the day to day operations, and
exercising necessary controls.
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Channels in buying habits , transportation , communications and market
location have modified methods of distribution greatly during recent years.
Through Jobbers:
For many years the jobbers (or whole saler) was
regarded as the orthodox method of distribution . The jobber assembled
producer from many manufactures. Stores them and sells them to retailers. In
so doing, he also assumes risks of price change, damage or obsolescence; he
extends credit to retailers; and he sorts and shiks
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manufactures must assure himself that the equipment is kept in proper repair or
the customer may become dissatisfied with it . For similar reasons
most
of merchandise a year
the company decided to eliminate all such accounts which it was thought
would not develop into better accounts, and as a consequence the number of
customers was reduced to 4,000. these enable the company to reduce its
salesman from 82 to 43 and to make a number of other substantial reductions
in selling costs.
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Large Customers :On the other hand , a customer may purchase too much
merchandise . If a concern is dependent on one or two customers for most of its
business , its position is vulnerable loss of patronage of such an important
buyer will disrupt the entire organization .
A comparatively small tire company had been selling
tires to a large mail order house for years at the time of an investigation . The
relative importance of sales to this one customer increased from year to year.
Constituting approached 36% at the end of the first 5 years. 50% at the end of
10 years and increasing to over 65% in the year the investigation was made .
The tire company has earned a satisfactory profit on its business from this
customer . In fact , the company had substantially expanded its production
facilities .So that it would be able to meet the re equipments of its large
customer during the coming years.
Influencing Factors :
Consumer behaviour is influenced by a number of economic
and non economic factors . These are now being discussed as here number.
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items, consumers liquid assets also affect here buying plans . Consumer
credit availability , like wise strongly influences the pattern of consumers
spending these are only a few examples of how so many factory influenced to
see it in more detail.
a) Marginal Utility Theory:Goods (and 1 or services ) are produced for consumption
purchasing power is used , to convert
production into
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Learning theory:
A buyer is influenced not only by external stimuli but
also by internal factors. The basic internal factors. Influencing Learning as
per Learning theory. Are (1) Repetition (2) Motivation (3) Conditioning
and (4) Group- effect .Let us discuss each one of them, breathy .
1) Repetition : When a product is regularly brought before customer. It
promotes his learning about the nature and qualities of the product . For
example continuous advertising of the product. Makes a customer
motivated to purchase the particular product.
Conditioning g: Conditioning is a way of learning by
which a new response to a long range advertising effort. And continued
exposure of a particular symbol, conditions the public to recognize the
product.
Group effect : - If a rich or a respected starts consuming a particular
product. Other people of the society also staff following him.
1) Image theory : Buyer see them selves ,and the product they buy In terms
of images these images are the formalized impressions, residing
consciously or un- consciously in the minds of individuals. Their buying
pattern is greatly influenced by these images .
These images are of three types , we (1) self Image (2) brand Image
(3) product image.
A person has of himself , the kind of person he considers
himself to be, and the kind of person. That he imagines that others consider him
to be different people have deferent kinds of self Image . This calls for
market segmentation along psychological lines. In many buying situations .
an individual prefers to buy those products and brands whose image appear
consistent with his or her self Image.
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Brand Image results from all the impressions that consumers
receive about the particular manufactures brand . This
consistent this is casually true or
image is fairly
continued use of advertising and selling appeals, that many brands have
acquired their definite Image . Sometimes ever without the managements
deliberate efforts.
Product Image : product Image, on the other hand , is a
stereotype , which is censured up by an individual when he this of the product
for example. A person may consider a motor boat, as simply a means of
conveyance over water . with a specified load capacity while another one
may see It as a means of excitement .
exponents they proved that most recent and frequent stimuli, are remembered
and responded . this approach is the basis of repeated advertisements .
Further refined by constant experiments and refinements ,
is now , at the present based on four central processes (1) drive (cue (iii)
response, and(iv) reinforcement . Drives are needs or motives that are stronger ,
where as a cue is a weaker skimuli the response is the resultant reaction of
some stimuli , if it is lased on some previous experience in other words cues
will crate different degree of responses under different occasion reinforcement
is the process by which rewarding experience in the past are strengthened that
is the process by which retarding experience , In the past are strengthened
Leading to brand Loyalty the policy of giving free samples of newly
introduced product Is nothing but to acuities this rein forcemeat .
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According to this theory, when a males a decision to buy a particular
product or choose between two or more alternatives , dissonance will almost
always occur. Because the person knows that the decision made by him his
certain advantages as well as disadvantages .
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Research methodology:
Research methodology is a way of systematically solving the
research problem. Research methodology deals with the research design used
and methods used to present the study.
Research design:
A research design is detailed blue print used to guide a research
study toward its objective. The process of designing a research study involves
many interrelated decisions. The most significant decision is the choice of
research approach, because it determines how the information will be obtained.
The choice of the research approach depends on the nature of the research that
one wants to do, In this Descriptive Research has been chosen for the study as
such.
Descriptive Research studies are those studies which are
concerned with describing the characteristics of a particular individual or of a
group.
Population:
The universe population is a specific group of people firms and
condition activities etc., which from the pivotal point of research project. For
developing and using a sample in the survey the researcher has used all
customers who are using nandi PVC Milk products in and around nandyal were
considered on the population in this study.
Sample frame:
After defining the population the second step, is developing the
sample frame, it may be defined as the listing of the components of the
individual units that comprises the defined population.
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As a consumer most of the time we spend time in the
market and a lot on decision making that what to buy and how to buy and
meeting and conferencing with different types of peoples and friends with
different types of good and services. After all these things we come to the
conclusion and then take some steps for the purchasing of different goods and
services. If we don't have know how of the market we can suffer huge losses.
Ex:A consumer buys a set of mobile company without consulting
with his friends or other people. It may be of no use for him or may be no
availability of mobile services.
2. For producer:
Consumer behaviour is also important for producer because he
design and manufacture different types of product and services keeping in view
the want sand needs of consumer.
3.For scientists:
The knowledge of consumer behaviour is also important for
scientists, whether he is working for profitable organization or non-profitable
organization.
Customer:
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a customer is the most important visitor on our premises. He is
not dependent on us,
on work, he id the purpose of it .he is not an outsider on our
business but he is apart of it .we are not doing him. Afavour by serving him,he
is doing a favour by giving as an opportunity to do so.
Customer Value:
It is the defined as the ratio between the customers perceived
benefits (monetary, time, efforts & psychological used to obtain those benefits.
Perceived value may be relative & subjective.
Customer satisfaction:
It is the individuals perception of the product or service in
relation to his or her expectations .The concept of customer satisfaction is a
function of customer expectations.
Customer Retention
The overall objectives of providing value to customer
continuously and more effectively than the competition is to have highly
satisfied customers.
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Customers can be grouped into 4 tiers:
1. Platinum tier :- heavy user, less price sensitive
2. Gold tier:- heavy user, but price sensitive
3. Iron tier:- do not merit special treatment
4. Lead tier: - they claim more attention than is merited by their spending,
tie up company resources & spread negative word of mouth.
As is clear that study of consumer behavior involves factors like marketing
mix, concept of marketing, factors affecting decision made by the consumer,
hence the study of consumer behavior is critical for the success of marketing
manager in his decision making process.
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The primary data is collected from the customers of
K.D.M.P.M.A.C.U Limited., The on hand data had been collected through wellprepared questionnaire. The questionnaires have been analyzed for the
appropriate information. The research is concerned with the survey of 120
consumers in and around surrounding places of nandyal.
No of consumers
Percentage
83
consumers
69%
37
31%
of
No
No of consumers
Percentage
of
95
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Yes
43
consumers
36%
77
64%
No
No of consumers
Percentage of consumers
96
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a) Quality
39
32.5%
b) Brand name
21
17.5%
c) Price
27
22.5%
d) Availability
33
27.5
No of consumers
Percentage
of
consumers
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a) cultivation
89
74%
b) House purpose
31
26%
c) Others
0%
No of consumers
Percentage
a) Dealers
63
consumers
52.5%
b) Reference person
43
36%
c) No one
14
11.5%
of
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Consumers opinions
No of consumers
Percentage of consumers
99
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a) Very much satisfied
49
41%
b)Satisfied
33
27.5%
c)In different
20
16.5%
d)Dissatisfied
6%
11
9%
Total
120
100
No of consumers
39
Percentage of consumers
32.5%
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b)Satisfied
c)In different
d)Dissatisfied
e)very much dissatisfied
37
21
9
14
31%
17.5%
7.5%
11.5%
Total
120
100
No of consumers
Percentage
19
68
14
13
consumers
16%
56.5%
11.5%
11%
of
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e)very much dissatisfied
Total
6
120
5%
100
with the price of Vijaya Dairy. Total number of the consumers 120 and
percentage of the consumers 100%.
9) Are you satisfied with the discount offered by the company?
Consumers opinions
a) Very much satisfied
b)Satisfied
c)In different
d)Dissatisfied
e)very much dissatisfied
Total
No. of consumers
Percentage
11
67
21
14
7
120
consumers
9%
56%
17.5%
11.5%
6%
100
of
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No of consumers
Percentage of consumers
yes
69
57.5%
51
42.5%
No
103
M.B.A PROGRAMME
No of consumers
Percentage of consumers
24
57
22
11
6
120
20%
47.5%
18.5%
9%
5%
100
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12) Are you satisfied with the service of the company after sales?
Consumers opinions
a) Very much satisfied
b)Satisfied
c)In different
d)Dissatisfied
e)very much dissatisfied
Total
No of consumers
Percentage
39
43
18
12
8
120
consumers
32.5%
36%
15%
10%
6.5%
100
of
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M.B.A PROGRAMME
No of consumers
Percentage of consumers
21
66
14
7
12
120
17.5%
55%
11.5%
6%
10%
100
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No of consumers
Percentage of consumers
Yes
91
76%
No
29
24%
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FINDINGS
As per our survey and the Analysis and Interpretation of the collected data
we find some important facts, those are as follows:
Most of consumers are satisfied with the Vijaya Dairy quality &durability.
Dealers are the most influence persons motivate the consumers to purchase
the Vijaya Dairy.
Most of the consumers purchase the Vijaya Dairy for the purpose of
cultivation.
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M.B.A PROGRAMME
32.5% , 27.5%, 22.5%,17.5%respectively,of the consumers felt that
quality, availability, price, brand name are the factors which governs the
purchase.
57.5% of consumers are recollecting the Vijaya Dairy advertising 42.5%
of consumers are not able to recollecting the Vijaya Dairy advertising .
SUGGESTIONS
1. The company must focus on rural markets because the major congeners
are farmer.
2.
all the consumers are satisfied with the audacity of antipopes, so the
company has to maintain the same quality
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M.B.A PROGRAMME
4. Majotity of consumers are happy with the discount provided by the
company. So the company has to maintain & Improve the levels of
discounts.
5. Company should may the more alteration on the advertisement and
sales promotion activities .
6. Customer satisfaction and & value retention should be given more
attention, to maintain good will of a company.
CONCLUSION
After analyzing all the data we can conclude that Milk products one
of the most admirable popular and distinguished brand among the consumers.
Most of the consumers are fully satisfied price, availability discounts afferef
by the company. 69 % of consumers are loyal to Milk products Dealers
playing major role to influence the consumers to buy the Milk products. Only
57. 5% of consumers are recollecting the Milk products It Is not in adeauate
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M.B.A PROGRAMME
level for altaining optinal levels, company should concentrate more on
advertising aspects and promotional strategies. Most of consumers said that
quality is the most influencing factor to purchage Vijaya Dairy. Consumers
are also satisfied with the quality so company has to maintain the same
quality to satisfy the consumers needs and wants
BIBLIOGRAPHY
Books
Marketing management, Philip Kotler, Person Publishers.
Ramaswamy and namakumari, Macmillan Published
G.C. Beri, tata mc graw hill published.
Tull donalt S.1990 marketing management, New York, machmillan
publishing company.
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M.B.A PROGRAMME
Stanton, William J. M.J.Etzel and B.J.Walker 1994, fundamentals of
marketing, New York, Mc Graw Hill Inc
Magazines & News papers
Indian express
Business standard
Indian journal of marketing
The Hindu
Economic times
Websites
www.google.com
www.wickepedia.com
QUESTIONNAIRE
NAME
AGE
EDUCATION
QUALIFICATION
OCCUPATION
M.B.A PROGRAMME
b) No
2. Are you aware of any competitive brands?
a) Yes
b) No
3. Why did you choose Vijaya Dairy? Rank the following?
a) Brand image
b) Quality
c) Price
d) Availability
e) Others
4) What is the Purpose of purchasing the Milk products?
a) Cultivation
b) House hold
c) Others
5) Who influenced your decision to purchased Vijaya Dairy?
a) Dealers
b) Reference person
c) No one
6) Are you satisfied about the quality of Vijaya Dairy?
a) Very much satisfied
b) Satisfied
c) Indifferent
d) Very much dissatisfied
7) Are you satisfied about the durability of Vijaya Dairy?
a) Very much satisfied
b) Satisfied
c) Indifferent
d) Very much dissatisfied
8) Are you satisfied the price of Vijaya Dairy compare to other brands
a) Very much satisfied
b) Satisfied
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c) Indifferent
d) Very much dissatisfied
9) Are you satisfied with the discount offered by the company?
a) Very much satisfied
b) Satisfied
c) Indifferent
d) Very much dissatisfied
10) You purchase Milk products on?
a) Cash
b) Check or DD
c) Credit
d) Any other
11) Can you recollect any advertisement of Vijaya Dairy in any media?
a) yes
b) No
12) Which type of media is suitable for promoting the Vijaya Dairy rank the
following
a) Electronic media
b) Print media
c) Wall paintings
d) Others
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b) Satisfied
c) Indifferent
d) Very much dissatisfied
15) Are you satisfied the transportation of Vijaya Dairy
a) Very much satisfied
b) Satisfied
c) Indifferent
d) Very much dissatisfied
16) Do you suggest Vijaya Dairy own to others?
A) Yes
b) No
17) Do you expect any future improvement / compliments/suggestion ?
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