A STUDY ON CONSUMER PERCEPTION

AND RETAILERS OPINION

TOWARDS

NANDINI MILK PRODUCTS OF

MOTHER DIARY UNIT OF KMF

YELAHANKA BANGALORE

A Project Report Submitted To Manipal

University In Partial Fulfillment Of The
Requirement For Awarding The MBA Degree

Submitted By
DARSHAN.K
Under The Guidance Of
Prof. JOSHUA
MANIPAL INSUTE OF MANAGEMENT
MANIPAL
 RESEARCH DESIGN

TITLE OF THE STUDY

A study on “Consumer Perception and Retailers Opinion Towards

Nandini Milk Products”.

STATEMENT OF THE PROBLEM

The strong competition in Bangalore North has posed an alarming

condition before the KMF. Though Nandini is the market leader there

are plenty of private players who are competing in the present market.

To take future decisions it is very important from the KMF point of

view to have an insight on consumer’s perception about what the

consumers think towards the nandini milk products and the retailers

opinion since retailers play important role in KMF . The customer

requirements and needs will help to render the service in a better

way. The present study was designed to concentrate on the consumer

perception and retailers opinion towards Nandini milk products. The

data collected from the study will definitely help the company to

provide a competitive advantage. The research ends with some vital

information given by the respondents that may help the KMF to be

more customized rather than standardized.

Hence, the descriptive research on Consumers Perception and

Retailers Opinion Towards Nandini milk products

OBJECTIVES OF THE STUDY

There were two main objectives for this study. One is primary

objectives and another is secondary objectives

 To ascertain the consumers perception towards nandini milk

products

 To determine the retailers opinion on Nandini milk products and

the problem faced by them.

 To get the feedback on what the consumer expects from KMF

 To determine the needs of the retailer

SCOPE OF THE STUDY

The study relates all agents/retailers and users of KMF milk products

in Bangalore north.
NATURE OF THE PROJECT

A descriptive research has undertaken for the present study.

Descriptive research includes survey and fact findings of different

kinds

DATA COLLECTION

The present study was designed by the help of both primary and

secondary information data.

PRIMARY DATA

Primary data was collected from respondents through survey method

with a structured questionnaire designed for two segments i.e.

consumers as well as retailers.

A part of primary data was also collected from administrator of the

company

SECONDARY DATA

The present project is framed with help of several information. The

information is from various secondary sources. These includes

information about the milk industry from journals. Also in the review
of literature the different web-sites helped a lot to get some idea for

the present project. A bunch of information was collected from

various news articles and dissertation. Different libraries helped a lot

to make the base a strong one. Secondary data was also collected

from various sources for e.g. text books, periodicals, newspapers, and

from various web-sites.

UNIVERSE

In case of Consumers the universe is infinite

In case of Retailers the universe is finite

SAMPLING PLAN

As the universe under study was large and time was limited it was

quite impossible to contact each and every consumer of milk and also

retailers of milk. So a simple survey was adopted. The sampling plan

used in the present study is as follows :

Sampling Unit :-

The target respondents were individuals who consumes milk and milk

related products and the retailers/agents of Nandini milk products.

Sample Size:
Agents/Retailers: 56
Consumers: 100

TYPE OF SAMPLING

Systematic sampling Technique is used for Retailers wherein every

10 th retailer is being considered out of 565 retailer outlets of KMF in
Bangalore North

Convenient sampling Technique is used for consumers where 100

consumers of the nandini milk products is being considered

TOOLS FOR DATA COLLECTION

Two structured questionnaires were designed as tool for primary data

collection. The questionnaire comprised of both close and open

ended question. Each questionnaire shows the demographic

characteristics of individuals consumers and as well as retailers.

Pre-Test of Questionnaire

Questionnaire was pre-tested among a small group of consumers /

retailers to asses its validity and then the necessary changes were

made.
Method of Contact

The respondents were interviewed by help of a questionnaire through

personal interview method.

FIELD WORK

The area of field work was restricted to Bangalore. The individuals

were targeted based on area or location and enough time was spend

with the respondents to take a proper response.

STATISTICAL TECHNIQUE

Bar Chart

Pie chart

STATISTICAL TOOL
Statistical software like SPSS

LIMITATIONS OF THE STUDY

The following were the main limitations of the study :-

 Most of the respondents were either busy or were unable to

respond properly to the given questionnaire.

 Time was the main constraint for the present study.

 The respondent’s response to the given questionnaire was

sometime biased and the study was based on the assumptions

that the information provided is correct.

 The sample was restricted to only 100 due to the limited time.

This may be very small compare to total universe. So the study

also suffers with the limitations of the generalizing the result.

LAYOUT OF THE CHAPTERS

 Chapter – 1 : Introduction

This chapter includes the introduction of the research topic, subject

background of the study and need for the study.

 Chapter – 2 : Research Design

This chapter includes brief introduction, statement of the problem,

review of literature, objectives of the study, scope of the study,

operational definitions, methodology, sampling, tools for data

collection, field work, method of analysis, limitations of the study and

layout of chapters.

 Chapter – 3 : Company Profile

It includes industry profile and respondents profile.

 Chapter – 4 : Analysis of Data

It includes the analysis of the information collected, shown with the

help of tables and charts.

 Chapter – 5 : Summary of Findings

This chapter reveals the findings drawn from the study.

 Chapter – 6 : Conclusion & Recommendations

This chapters gives the suggestions on the basis of the study

conducted.

 Bibliography

It includes the various books referred for the study.

 Annexures

It includes the questionnaire from which the study was prepared.

 ANALYSIS AND DATA INTERPRETATION

FOR CONSUMERS

Statistics

Age
N Valid 100
Missin
0
g

Age

Cumulative
Frequency Percent Valid Percent Percent
Valid 15-20 10 10.0 10.0 10.0
20-30 25 25.0 25.0 35.0
31-40 45 45.0 45.0 80.0
>40 20 20.0 20.0 100.0
Total 100 100.0 100.0
 Age

15-20
>40

20-30

31-40
 Statistics

Occupation
N Valid 100
Missin
0
g

Occupation

Cumulative
Frequency Percent Valid Percent Percent
Valid House
58 58.0 58.0 58.0
Wife
Businessm
10 10.0 10.0 68.0
an
Employed 12 12.0 12.0 80.0
Unemploye
16 16.0 16.0 96.0
d
Others 4 4.0 4.0 100.0
Total 100 100.0 100.0

Occupation
70

60

50

40

30

20
Frequency

10

0
House Wife Businessman Employed Unemployed Others

Occupation
 Statistics

Promotion
N Valid 100
Missin
0
g

Promotion

Cumulative
Frequency Percent Valid Percent Percent
Valid Advertisement
28 28.0 28.0 28.0
s
Recommended
By family And 36 36.0 36.0 64.0
Friends
Company's
Promotional 15 15.0 15.0 79.0
Schemes
Others 21 21.0 21.0 100.0
Total 100 100.0 100.0

Promotion
40

30

20

10
Frequency

0
Advertisements Company's Promotiona
Recommended By famil Others

Promotion
 Statistics

Factors Influencig
N Valid 100
Missin
0
g

Factors Influencig

Cumulative
Frequency Percent Valid Percent Percent
Valid Taste 52 52.0 52.0 52.0
Hygiene
14 14.0 14.0 66.0
Packaging
Price 8 8.0 8.0 74.0
Quality 14 14.0 14.0 88.0
Others 12 12.0 12.0 100.0
Total 100 100.0 100.0

Factors Influencig
60

50

40

30

20
Frequency

10

0
Taste Hygiene Packaging Price Quality Others

Factors Influencig
 Statistics

Acessibility
N Valid 100
Missin
0
g

Acessibility

Cumulative
Frequency Percent Valid Percent Percent
Valid Easily
52 52.0 52.0 52.0
Available
Moderately
34 34.0 34.0 86.0
Available
Not Enough
OutletsAvailab 14 14.0 14.0 100.0
le
Total 100 100.0 100.0

Acessibility
60

50

40

30

20
Frequency

10

0
Easily Available Not Enough OutletsAv
Moderately Available

Acessibility
 Statistics

Perception Towards Quality

N Valid 100
Missin
0
g

Perception Towards Quality

Cumulative
Frequency Percent Valid Percent Percent
Valid Ecellent 50 50.0 50.0 50.0
Very
27 27.0 27.0 77.0
Good
Satisfacto
13 13.0 13.0 90.0
ry
Poor 10 10.0 10.0 100.0
Total 100 100.0 100.0

Perception Towards Quality

60

50

40

30

20
Frequency

10

0
Ecellent Very Good Satisfactory Poor

Perception Towards Quality

 Statistics

Perception Towards Price

N Valid 100
Missin
0
g

Perception Towards Price

Cumulative
Frequency Percent Valid Percent Percent
Valid Expensive 8 8.0 8.0 8.0
Moderate 52 52.0 52.0 60.0
Reasonab
23 23.0 23.0 83.0
le
Cheap 17 17.0 17.0 100.0
Total 100 100.0 100.0

Perception Towards Price

60

50

40

30

20
Frequency

10

0
Expensive Moderate Reasonable Cheap

Perception Towards Price

 Prception Towards Packaging

Cumulative
Frequency Percent Valid Percent Percent
Valid Exellent 8 8.0 8.0 8.0
Good 62 62.0 62.0 70.0
Averag
20 20.0 20.0 90.0
e
Bad 10 10.0 10.0 100.0
Total 100 100.0 100.0

Prception Towards Packaging

70

60

50

40

30

20
Frequency

10

0
Exellent Good Average Bad

Prception Towards Packaging

 Preffered Other Brands

Cumulative
Frequency Percent Valid Percent Percent
Valid Heritage 12 12.0 12.0 12.0
Amul 42 42.0 42.0 54.0
Dodla 32 32.0 32.0 86.0
Nilgiris 14 14.0 14.0 100.0
Total 100 100.0 100.0

Preffered Other Brands

50

40

30

20
Frequency

10

0
Heritage Amul Dodla Nilgiris

Preffered Other Brands

 Perception Towards Taste

Cumulative
Frequency Percent Valid Percent Percent
Valid Exellent 40 40.0 40.0 40.0
Good 44 44.0 44.0 84.0
Moderat
14 14.0 14.0 98.0
e
Bad 2 2.0 2.0 100.0
Total 100 100.0 100.0

Perception Towards Taste

50

40

30

20
Frequency

10

0
Exellent Good Moderate Bad

Perception Towards Taste

 Perception Towards Attarctiveness

Cumulative
Frequency Percent Valid Percent Percent
Valid Attractive 85 85.0 85.0 85.0
Not
15 15.0 15.0 100.0
Attractive
Total 100 100.0 100.0

Perception Towards Attarctiveness

100

80

60

40
Frequency

20

0
Attractive Not Attractive

Perception Towards Attarctiveness

 Satisfaction Level

Cumulative
Frequency Percent Valid Percent Percent
Valid Very
26 26.0 26.0 26.0
Satisfied
Satisfied 34 34.0 34.0 60.0
Fairly
38 38.0 38.0 98.0
Satisfied
Not
2 2.0 2.0 100.0
Satisfied
Total 100 100.0 100.0

Satisfaction Level
50

40

30

20
Frequency

10

0
Very Satisfied Satisfied Fairly Satisfied Not Satisfied

Satisfaction Level
QUESTIONNAIRE (CONSUMERS)

I, Mr DARSHAN.K MBA Student of MIM Manipal,

conducting study to evaluate “CONSUMERS PERCEPTION

AND RETAILERS OPINION TOWARDS NANDINI MILK

PRODUCTS” at Mother Diary, kmf

I request you to kindly spare few minutes of your schedule to

answer the following questions

1. Name: …………………………………………

2. Address: ……………………………………………………

……………………………………………………………………

3. Age: 1) 15-20

2) 21-30

3) 31-40

4) >40

4. Occupation: ……………………………………………
5. How did you come to know about Nandini milk products.

1) Advertisement

2) Recommended by Family and Friends

3) Companies Promotional Schemes

4) Others

6. What do you perceive about the quality of the nandini

Milk products.

1)Excellent

2) Very Good

3) Satisfactory

4) Poor

7. What do you think about the pricing policy of the nandini

Milk products

1) Expensive

2) Moderate

3) Reasonable

4) Cheap
8. What do you feel about the packaging of the nandini

Milk products.

1)Excellent

2) Good

3) Average

4) Bad

9. Which other brand do you prefer.

1) Heritage

2) Amul

3) Dodla

4) Nilgiris

10. What do you feel about the taste of the nandini milk

Products

1) Excellent

2) Good

3) Moderate

4) Bad
11. How do you find Nandini milk products

1) Attractive

2) Not Attractive

12. How much satisfied are u with nandini milk products

1) Very Satisfied

2) Satisfied

3) Fairly Satisfied

4) Not Satisfied

13. Have you encountered any problem or complaints

1) Yes

2) No

If Yes nature of complaint……………………………………….

14. Has the complaint been attended successfully

1) Yes

2) No
15. Any other suggestions towards the nandini milk

Products.

…………………………………………………………………

……………………………………………………………………

……

DATE: SIGNATURE

PLACE:
ANALYSIS AND DATA INTERPRETATION

FOR RETAILERS
Statistics

Period
N Valid 56
Missin
0
g

Period

Cumulative
Frequency Percent Valid Percent Percent
Valid less than 1
4 7.1 7.1 7.1
year
1-2 years 11 19.6 19.6 26.8
2-3 years 15 26.8 26.8 53.6
more than 3
26 46.4 46.4 100.0
years
Total 56 100.0 100.0
 Period

more than 3 years

less than 1 year

1-2 years

2-3 years
 Statistics

Margin Of Commission
N Valid 56
Missin
0
g

Margin Of Commission

Cumulative
Frequency Percent Valid Percent Percent
Valid very
15 26.8 26.8 26.8
satisfied
satisfied 17 30.4 30.4 57.1
fairly
18 32.1 32.1 89.3
satisfied
not
6 10.7 10.7 100.0
satisfied
Total 56 100.0 100.0

Margin Of Commission
20

10
Frequency

0
very satisfied satisfied fairly satisfied not satisfied

Margin Of Commission
 Variation in Demand

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 6 10.7 10.7 10.7
No 50 89.3 89.3 100.0
Total 56 100.0 100.0

Variation in Demand
60

50

40

30

20
Frequency

10

0
Yes No

Variation in Demand
 Effiient Supply

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 48 85.7 85.7 85.7
No 8 14.3 14.3 100.0
Total 56 100.0 100.0

Effiient Supply
60

50

40

30

20
Frequency

10

0
Yes No

Effiient Supply
 Opinion on Nandini Milk Products

Cumulative
Frequency Percent Valid Percent Percent
Valid Very
32 57.1 57.1 57.1
Good
Average 22 39.3 39.3 96.4
Bad 2 3.6 3.6 100.0
Total 56 100.0 100.0

Opinion on Nandini Milk Products

40

30

20

10
Frequency

0
Very Good Average Bad

Opinion on Nandini Milk Products

 Suppliers on Schedule

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 45 80.4 80.4 80.4
No 11 19.6 19.6 100.0
Total 56 100.0 100.0

Suppliers on Schedule
50

40

30

20
Frequency

10

0
Yes No

Suppliers on Schedule
 Mode of Payment

Cumulative
Frequency Percent Valid Percent Percent
Valid Cash 56 100.0 100.0 100.0

Mode of Payment
60

50

40

30

20
Frequency

10

0
Cash

Mode of Payment
 If Bulk Order will you get Immediae Supply

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 11 19.6 19.6 19.6
No 45 80.4 80.4 100.0
Total 56 100.0 100.0

If Bulk Order will you get Immediae Supply

50

40

30

20
Frequency

10

0
Yes No

If Bulk Order will you get Immediae Supply

 Damge Goods

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 42 75.0 75.0 75.0
No 14 25.0 25.0 100.0
Total 56 100.0 100.0

Damge Goods
50

40

30

20
Frequency

10

0
Yes No

Damge Goods
 Promotional Strategies

Cumulative
Frequency Percent Valid Percent Percent
Valid Very
25 44.6 44.6 44.6
Good
Bad 24 42.9 42.9 87.5
7 7 12.5 12.5 100.0
Total 56 100.0 100.0

Promotional Strategies
30

20

10
Frequency

0
Very Good Bad 7

Promotional Strategies
 Executive Visit

Cumulative
Frequency Percent Valid Percent Percent
Valid Very
2 3.6 3.6 3.6
often
Often 15 26.8 26.8 30.4
Never 39 69.6 69.6 100.0
Total 56 100.0 100.0

Executive Visit
50

40

30

20
Frequency

10

0
Very often Often Never

Executive Visit
 POP and Displays

Cumulative
Frequency Percent Valid Percent Percent
Valid Excellen
2 3.6 3.6 3.6
t
Good 13 23.2 23.2 26.8
Average 25 44.6 44.6 71.4
Bad 16 28.6 28.6 100.0
Total 56 100.0 100.0

POP and Displays

30

20

10
Frequency

0
Excellent Good Average Bad

POP and Displays

QUESTIONNAIRE (RETAILERS)

I, Mr DARSHAN.K MBA Student of MIM Manipal,

conducting study to evaluate “CONSUMERS PERCEPTION

AND RETAILERS OPINION TOWARDS NANDINI MILK

PRODUCTS” at Mother Diary, kmf

I request you to kindly spare few minutes of your schedule to

answer the following questions

1. Name: …………………………………………

2. Address: ……………………………………………………

……………………………………………………………………

3. Since how long are you dealing with Nandini milk products.

1) Less than 1 year

2) 1-2 years

3)2-3 years

4) More than 3 years

4.What is opinion on the margin of commission given for nandini

Milk products.

1) Very Satisfied

2) Satisfied

3) Fairly satisfied

4) Not satisfied

5. Do you find seasonal variations in demand for nandini milk

Products.

1) Yes

2) No

6. Are the products supplied effiently throughout the year

1) Yes

2) No

7. What is your opinion on nandini milk products

1) Very good

2) Average

3) Bad
8. Are suppliers as per schedule.

1) Yes

2) No

9. What is your mode of payment.

1) Cash

2) Credit

10. If you get bulk orders will you get immediate supply.

1) Yes

2) No

11. Do you come across any damaged goods.

1) Yes

2) No

12. Does consumers complain about the product.

1) Yes

2) No
13. If yes what kind of complaints

…………………………………………………………………

……………………………………………………………………

……

14. Does the executive visit often.

1) Very often

2) Often

3) Never

15. Opinion on the promotional strategies of KMF.

1) Very Good

2) Average

3) Bad

16. How do you rate the displays and POP of KMF

1) Excellent

2) Good

3) Average

4) Bad
17. What are your suggestion for the success of nandini milk

products

……………………………………………………………………

……………………………………………………………………

……

DATE;

PLACE; SIGNATURE
 SUMMARY OF FINDINGS

FINDINGS FROM THE CONSUMERS

∗ It was found from the survey that majority of the respondents of them are

housewives and in the age group of 31-40

 The survey shows that the access to Nandini Milk is quite convenient

for most of the respondents.

 The opinion about quality is excellent

∗ Most of the respondents were influenced by the taste of the Nandini

Milk products.

∗ More than half of the respondents of them consider the price of the

Nandini Milk products as moderate.

∗ The packaging is view as good by the consumers.

∗ Out of 100 respondents an majority of the respondents majority of them

came to know about the product by the family and the friends
∗ Consumers consider Amul as the next better product

FINDINGS FROM THE RETAILERS

∗ Most of the retailers are holding the dealership for more than 3 years but

they are not satisfied by the margin of commission.

∗ Even though the supply is on time when there is a bulk order there is no

back up by the KMF.

∗ Most of the retailers have good opinion on the nandini milk products but

they receive some damage goods.

∗ Retailers also like consumers feel there is lack of promotion to the

products and no executive visit at all.

SUGGESTIONS & CONCLUSION

“Consumer is king” is the traditional beliefs amongst the Indian businessmen. It

holds good even today and will be more so in the highly competitive days ahead. .

The emphasis on quality relates not only to product quality but also to the quality

of service.
∗ Retailers dealing with Nandini Milk Products has to be given more

incentives to push the sales of Nandini Milk Products.

∗ Due to the increasing competition the company has to adopt new and

improved promotional strategies to attract new and retain existing

customers through better relationship with the retailers.

∗ It is better to conduct a continous or periodic market research to identify

the position of the market and to know about the changes what customers

want in their products.

∗ Considering greater market demand the research suggested Nandini to

adopt middleman as well as retailer in order to proper distribution and

smooth functioning of the product in the market.

∗ The density of milk should improve in order to get better quality of the

product.

∗ During the survey it has been observed that the purchasing decision are

mostly guided by the availability of the product. So the company has to

make optimum use of its present distribution system to make the product

available through agents and retailer outlets throughout the day, if possible.

∗ With a view of motivating employees and agents, it is recommended that

the company provide bonus, retirement benefits and reward respectively for

doing their job better.

∗ Company should increase “Nandini Milk Products” parlor at different

places of city. As demand is more at Matikere , Mekri circle and

Rajajinagar they have to give special importance to these areas.

∗ It has been observed that sometimes retailers suggest the consumer for

buying the particular brand because they get higher commission as

compared to other brands. So, it is recommended to the company that

should think for giving attractive commission to the retailers if possible,

otherwise company could give some reward if they achieve more targets.

CONCLUSION

From the above findings we can conclude that Nandini is doing better in

marketing of the milk and milk products by keeping into consideration the

aspects like price, quality, availability but it is some what lacking in its

promotional activities as per the survey conducted to the retailers with regard to

their perception towards Nandini milk products in Bangalore City North . It is

competing with other brands by acquiring a greater market share so it is

necessary to take the steps with regard to promotional activities to both the
retailers and consumers to build its brand name and acquire a greater market

share.