1

CHAPTER I
INTRODUCTION







2

INTRODUCTION
Milkfed is not an unknown name for the people of Punjab. It is very popular among the
people. There is a very long history behind this popularity.
In 1959, in a village named 'Verka' near Amritsar, Chief Minister of Punjab
Sardar Partap Singh Kairon established a Dairy Development Corporation for safeguards
of farmers and increase dairy business. After some times four more Milk Plants were
established i.e. in Chandigarh, Patiala, Ludhiana and Bhatinda. Thereafter it progressed
and the number of Milk Plants roses to 8 Plants upto 1980. Before 1981 it is fully under
the control of Punjab Govt. But after it in 1981 the Govt. has developed its name from
Punjab State Co-operative Milk Producers Union Ltd. into MILKFED Punjab. All the
plants were controlled by Head Office which is established at Chandigarh. Only one
balance sheet was prepared for all plants in Punjab and Profit & Loss for all the plants
was prepared collectively. But in 1981 all plants started to make their own Balance Sheet
and calculate Profit & Loss for their own plant. The fully Co-operative Society System
was adopted and presently is in continue.

MILKFED-PUNJAB
The Punjab State Cooperative Milk Producers' Federation Limited popularly known as
MILKFED Punjab, came into existence in 1973 with a twin objective of providing
remunerative milk market to the Milk Producers in the State by value addition and
marketing of produce on one hand and to provide technical inputs to the milk producers
for enhancement of milk production on the other hand.
Although the federation was registered much earlier, but it came to real self in the
year 1983 when all the milk plants of the erstwhile Punjab Dairy Development
Corporation Limited were handed over to Cooperative sector and the entire State was
covered under Operation Flood to give the farmers a better deal and our valued customers
better products. Today, when we look back, we think we have fulfilled the promise to
3

some extent. The setup of the organization is a three tier system, Milk Producers
Cooperative Societies at the village level, Milk Unions at District level and Federation as
an Apex Body at State level. MILKFED Punjab has continuously advanced towards its
coveted objectives well defined in its byelaws. Milkfed is an Apex Body at state level. It
has 11 Milk Unions at district level operating 10 Milk Plants and more than 5,000
Cooperative Societies at village level with a total of 3 lakh members.

OBJECTIVES OF MILKFED
To provide remunerative prices to milk producers by value addition and marketing of
produce.
To provide technical inputs for enhancement of milk production on the other hand.
To carry out activities for promoting production, procurement processing and
marketing of milk and milk products for economic development of the farming
community;
to develop and expand such other allied activities as may be conducive for the
promotion of the dairy industry, improvement and protection of milch animals
and economic betterment of those engaged in milk production;
To purchase and/or erect buildings, plants, machinery and other ancillary
equipment to carry out business;
To study problems of mutual interest related to production, procurement and
marketing of dairy and allied products;
to purchase commodities from the member and deal with non-members for
marketing, dairy and allied products subject to such conditions as may be decided
by the Board from time to time;
To establish research and quality control laboratories;
4

To make necessary arrangements for transfer of milk, allied milk products and
commodities;
to market its products under its own trade name/brand name with its Member
Unions trade mark/brand;
To promote the organization of primary societies and assist members in
organization of the Primary Societies; and
To plan development strategies and programme to increase the volume of
procurement and production of the Federation and its members Unions and for its
affective marketing.
ACHIEVEMENTS
On the basis of quality with efficient administration, MILKFED has not only
established new mile stone of providing services to Dairy farmers but scaled new heights
in delighting esteemed customers also. This has resulted into tremendous achievements in
all fields. Milkfed not only provides assured market to milk producers but also carries
inputs to enhance milk to their doorsteps. The District Cooperative Milk Producers
Unions and Milk Plants have attained self sufficiency or are on the threshold of attaining
it. Milkfed has played a very vital role in providing a strong base for remunerative price
to the producer; they get more money for their milk and payments are timely. In addition
technical input services in feeding, breeding and management are easily accessible. Value
addition is one of Milkfeds thrust areas and the plants produce not only pasteurized,
homogenized milk but also buttermilk, cream, cheese, ice cream, butter and clarified
butter-oil (ghee) and several other products. The Milk Unions have marketed milk and
milk products of the value of Rs 202.87 crore during the year under report.As a
cooperative, Milkfed is also instrumental in empowering milk producers, especially
women and poor people, and fostering management skills. Milkfed runs regular courses
for members in Co-operative Development.
5

1. MILKFED is providing technical input services like animal healthcare, supply of
quality cattlefeed, fodder seeds etc. at the door steps of the dairy farmers under its
Productivity Enhancement Programme.
2. For producing quality technical services MILKFED has established its own two
cattle feed plants having capacity of three hundred metric ton per day.
3. Dairy Farmers are being encouraged to produce quality milk under the Clean Milk
Production Programmes by paying premium price for quality milk.
4. MILKFED installed a bactoscan in its Milk Union, Ludhiana which is first in
India for determining the bacterial counts in raw milk at different stages.
5. During the last 3 years, 8 Milk Plants and 2 Cattle Feed Factories of
MILKFED, Punjab were accedited with ISO9002 and IS-15000
(HACCP) Certification.
6. In view of today's interest of consumers in getting quality and safe products,
MILKFED is manufacturing quality milk and milk products as per International
Standards and also exploring the possibility of manufacturing milk products of
consumer's choice.
7. MILKFED has launched its own interactive Website on Internet for its
prospective customers which can be accessed by clicking
http//www.milkfed.nic.in
8. MILKFED introduced liquid milk in new design packing with Mnemonic Symbol
of Co-operative Milk in all the District Milk Unions.
9. The turnover of MILKFED, Punjab during the year 2006-2007 was arrived at Rs.
725 crore.

6

MAJOR SCHEMES
TECHNICAL INPUT PROGRAM:
Technical input services are given to cooperative members at their door step. The
aim is to increase milk production and procurement, and use the milk plants to capacity
so that they generate the maximum possible profits. In order to save milk animals from
heat stress, animal cooling units have been provided to milk producers and these have
effectively checked the fall in milk production during summer.
THE SOCIAL OBLIGATION & EMPLOYMENT:
The cooperatives are also a channel through which people can be educated about
many things. Through them the state is able to spread information about family planning,
nutrition and health. Membership in the cooperative confers better social standing and
confidence to move ahead in life. Apart from the main arena of collecting more and more
milk and enrolling more and more milk producers, Milkfed and its units have a work
force of about 5000 employees. Every morning and evening milk is lifted from the
villages through private vehicles this means regular employment to about 600
transporters, most of whom are self-employed. Similarly, lay simulators and first aid
workers also employment and at the same time provide input services to milk producers
in their villages. Some 10,000 workers man the milk procurement and technical input
operations.
MILK DAY CELEBRATION:
The Unions hold regular Milk Days in the several zones in their districts. Milk
Days serve as a forum for interaction between members, they strengthen participation of
the village cooperatives and let members see their cooperatives at work. Milk Days also
give the District Unions feedback concerning problems and the shortcomings in the
cooperatives this is essential for nipping trouble in the bud. Presidents, secretaries and
women members of village cooperatives assemble at zonal Milk Days; after a complete
round of zonal Milk Days in all the zones of a particular Union, a Central Milk Day is
organized at the Union headquarters.
7

TECHNOLOGY MISSION ON DIARY DEVELOPMENT:
To accelerate the pace of increasing rural income and employment through Diary
Development, the Government of India has set up the Technology Mission on Dairy
Development. Under this program, the Operation Flood program is dovetailed with state
government programs of Animal Husbandry, Integrated Rural Development Program and
other schemes to make coordination easy and effective.
BREED IMPROVED PROGRAM:
Milkfed has imported four Holstein-Freisian bulls and two Jersey bulls from
Denmark with the financial assistance from the National Dairy Development Board. The
average Dam Yield of Holstein Freisian and Jersey is 10,000 and 6,000 litres per lactation
respectively.
The federation has also strengthened the Frozen Semen Station with the financial
assistance from Technology Mission on Diary Development. 986 elite buffaloes have
been selected from various milksheds for breeding with progeny-tested buffalo bulls.
Their genetic potential will be exploited with the help of embryo transfer. The Ludhiana
Milk Union now provides high-technology embryo transfer facilities. This facility will
make substantial improvement in the breed of milk animals and contribute to the
enhancement of milk production in the state. A Progeny Testing Association has been
formed in the name of "Ludhiana Milk Union Research and Development Association" to
continue improvement in the dairy herd through progeny testing by adopting a project
approach.
COOPERATIVE DEVELOPMENT PROGRAM:
To create a strong cooperative base, increase in member participation at the grass
roots through Cooperative Education with necessary managerial and advisory input
support is absolutely essential. In view of this, a Cooperative Development Program in
some of the selected milksheds in the state has been launched with the financial
assistance of the National Dairy Development Board. Results from the unions of
8

Jalandhar, Patiala and Ludhiana have been encouraging and the program is being
extended to Bhatinda, Amritsar and Ferozepur.
REGIONAL DEMONSTRATION AND TRAINING CENTRE :
The National Dairy Development Board established its Regional Demonstration
and Training Centre at Jalandhar to train members, society secretaries, first aid workers,
lay-inseminators, veterinary officers and management committee members of
Cooperative Societies.
FODDER SEED DEVELOPMENT :
Cows do not produce ample milk without ample fodder. Through research and
seed-farms, Milkfed has worked t provide the farmers high yielding forages at low cost.
Fodder Development activities initiated by Milkfed have created a good demand for
improved fodder seeds in Punjab. Milkfed established its own seed processing unit in
1985, the unit is automated and has the capacity to grade 16 million tons of fodder seed
per day.
BALANCED CATTLE FEED :
Milkfeds two cattle feed plants can produce 300 million tons cattle feed and 5
million tons of urea molasses lick-brick per day. The feed being produced at these plants
is as per BIS type II specification and By-Pass Protein Feed. A high energy cattle feed
and mineral mixture is also being produced. The feed manufactured is being sold under
brand name VERKA. The entire production is sold to the Milk Unions for onward
distribution to dairy farmers through the Milk Cooperative Societies and if there is any
surplus, it is sold in the open market and to sister federations.
WOMEN DAIRY PROJECT:
Household level dairying is largely the domain of women especially in small and
marginal household families. In view of this fact, Milkfed has undertaken Women Dairy
Project on six districts namely Hoshiarpur, Ropar, Patiala, Jalandhar, Ludhiana and
Amritsar with an objective to empower rural women in the field of dairy. This
9

Programme is being implemented under Support to Training & Employment Programme
(STEP) with the assistance of Government of India. Under this programme, 390 women
societies with b1990 women beneficiary members will be organised.
CLEAN MILK PRODUCTION PROGRAMME:
For improving quality of raw milk at Milk production level, 125 Bulk Milk
Coolers have been installed in the societies and many more in pipe line. Besides, more
than 1000 Automatic Milk Collection Stations have also been provided for bringing
efficiency and total transparency in the system. Traditional manual method of milk
testing at society level is being replaced with Electronic Milk Testers.
SETTING UP OF BIG COMMERCIAL DAIRY FARMS:
With an objective to establish more than 100 big Commercial Dairy farms,
Milkfed has executed MOU with Allahabad Bank and Oriental Bank of Commerce for
arranging soft term loans to progressive dairy farmers.

10

LOOKING BEYOND
1. Under its vision - 2005 Plan the number of Milk Producers' Co-operative
Societies will increase to 8000 and membership to 4.75 lakhs.
2. To improve the quality of milk at village level, it has been planned to provide
Milk Bulk Cooling Unit in all the MILKFED areas in a phased manner.
3. To bring transparency in all the milk collection, fat testing and payment,
electronic milk-o-testers & automatic milk collection centres will be provided at
village level Dairy Cooperative Societies.
4. Expansion of butter manufacturing capacity and reconditioned butter
manufacturing machinery will be installed.
5. Expansion of existing ice cream manufacturing capacity and set up additional Ice
Cream Plant at Jalandhar.
6. Milkfed strives to give better and remunerative price to the farmers to make dairy
attractive and sustainable profession.
7. Providing improved technical input services to farmers.
8. Setting up big commercial farms.
9. More stress on clean milk production programme.
10. Rural women empowerment.
11. Massive modernization of process and operations.
12. Enforcement of stringent quality parameters.
13. Strengthens market base with specific stress on consumer market.
14 Dynamic enhancement in Verka product mix.
15. To launch new value added milk products including long shelf life panner etc.
11

INTRODUCTION TO VERKA MILK PLANT LUDHIANA
We need to go back to the genesis of the Co-operative movement in Anand. It
started in pre-independent days when the farmers of Kheda sought the advice of Sardar
Vallabhai Patel on how to deal with their exploitation. Sardars advice was that they
organize themselves into a Co-operative. He sent his trusted lieutenant, Sh. Morarji
Desai, to assist them in settings this up. Sh. Morarji Desai, his first meeting with farmers
picked up a reluctant Tribhuvandas Patil, who later became the President of the Gujrat
Pradesh Congress Committee, to head the farmers Co-operative. So, you see, the Dairy
Co-operative Movement was inspired by the great leaders & thereafter natured by a State
Government that did not interfere in their business. In 1964, when Sh. Lal Bahadur
Shastri was, the then Prime Minister, spent a night in a village in Anand, he understood
that the success of the co-operatives was that it was a structure that was owned by the
producers & combined power of farmers with Professionals that they employ to run their
business.
MILK PLANT, LUDHIANA was set up by THE PUNJAB STATE CO-
OPERATIVE MILK PRODUCERS FEDERATION Ltd. popularly known as
MILKFED, which was financed by PUNJAB GOVERNMENT & NATIONAL DAIRY
DEVELPOMENT BOARD (NDDB). It was formed with a view to integrate the
production of milk & its procurement, processing & marketing in Punjab on ANAND
PATTERN. The ANAND PATTERN is a world famous 4-tier system of dairy
development in India. In foundation, there are a large number of small milk producers in
villages, who are the members of the village level Co-operative Dairy/Societies. Such
societies form a District Level Marketing Federation, which looks into aspects of
marketing of milk & milk products, with the aim of giving better benefit to producers &
ensured supply quality products to the consumers at reasonable rates. The profits gained
goes in giving social monitory benefits to the producers. The fourth component added
recently is a Cluster of State Level Milk Marketing Federations called National Dairy Co-
operative Dairy Federation of India (NCDFI). In this system, from bottom to top, there is
full participation of the farmers who are producing milk.
12

NAME OF THE ORGANIZATION
The name of the organization is The Ludhiana District Milk Producers Union
Limited, Ludhiana.
MANAGEMENT CONTROL & COMPOSITION OF BOARD OF
DIRECTORS
The Board of Directors shall have 19 Directors, comprising:-
12 elected representatives of affiliated societies.
Registrar, Co-op. Societies, Punjab, or his nominee.
1 nominee from Milkfed.
General Manager (CEO) of the plant, Ex-office Member/ Secretary with the
responsibility of day to day management & operation.
1 nominee from National Dairy Development Board.
3 members nominated by Punjab Government.

ACHIEVEMENTS
Milk Procurement: - Milk Plant Ludhiana procured about 1, 00,000 kgs of milk
per day through 19 Milk routes in the Flush Season. The Plant is procuring milk
from 494 villages by organizing village level Milk Producers Co-operative
Societies
Animal Health Care & Other Technical Inputs: - In addition to Organizing the
remunerative Milk market system Through milk producers cooperative societies,
Milk Plant is also providing regular health coverage by running 2 vet nary routes
and 55 Artificial Insemination Service Stations at Society level.
13

Genetic Improvement of Milch AnimalsUnder this, lay inseminators are trained
who are in-turn, doing Artificial Insemination at the door steps of Dairy Farmers.
Supply of Balanced Cattle Feed: - Special attention has been paid to the supply
of balanced cattle feed to the milk producers so as to enhance the milk production.
Four types of cattle feeds are being supplied i.e. ISI Type, High Energy, Bye Pass
Protein Feed & Buffalo super feed to meet the requirements of Milk Producers.
Supply of Improved Varieties of Fodder Seeds: - Cows does not produce ample
milk without ample fodder. Through research and seed-farms, Milkfed has
worked t provide the farmers high yielding forages at low cost. Fodder
Development activities initiated by Milkfed have created a good demand for
improved fodder seeds in Punjab. Milkfed established its own seed processing
unit in 1985, the unit is automated and has the capacity to grade 16 million tons of
fodder seed per day.
Quality Assurance Program : Quality Assurance Program (QAP) which is a part
and parcel of Dairy Plant Improvement Program (DPIP) was taken up in Ludhiana
Milk Union with the Technical guidance from NDDB. The main objective of the
program is to improve efficiency of Plants coupled with loss management to bring
down the cost of production, improve the quality of milk and milk products
manufactured to ameliorate the general hygienic and house keeping standards and
above all to enhance the profitability and financial viability of the Milk Plants to
enable milk producers to get better price for their produce.
Women Dairy Project: Household level dairying is largely the domain of
women especially in small and marginal household families. In view of this fact,
Milkfed has undertaken Women Dairy Project in six Milk Unions namely
Hoshiarpur, Ropar, Patiala, Jalandhar, Ludhiana and Amritsar with an objective to
empower rural women in the field of dairy. This Programme is being
implemented under Support to Training & Employment Programme (STEP) with
the assistance of Government of India. Under this programme, 390 women
societies with 19860 women beneficiary members will be organized.
14

Clean Milk Production Programme: For improving quality of raw milk at Milk
production level, 8 Bulk Milk Coolers have been installed in the Plant and many
more in pipe line. Besides, more than 1000 Automatic Milk Collection Stations
have also been provided for bringing efficiency and total transparency in the
system. Traditional manual method of milk testing at society level is being
replaced with Electronic Milk Testers.
Automatic Milk Collection Stations : These units are installed under quality
assurance & to make milk procurement system transparent by creating awareness
among the milk producers. Milk union Ludhiana has installed 45 AMCs in its
milkfed area. We are able to win the confidence of the milk producers by
providing this system to the societies.
ISO: 9001/IS: 15000(HACCP) CERTIFICATION
Todays consumer is not only well informed about the value of his money but he also
makes sure about the qualitative features of the product before deciding to purchase it.
The phase of Liberalization & new technology has further intensified the fierce
competition in the market. Hence, Milk Plant Ludhiana felt the necessity to give greater
emphasis on the prime demand of the consumers i.e. assured safe & quality milk products
so as to maintain long-term relation with the consumers.
As a mark of having achieved requisite quality standards, Milk Plant Ludhiana
has already obtained ISO: 9001 Quality Certification integrated with IS:
15000(HAACP) CERTIFICATION from THE BEREAU of INDIAN STANDARDS
w.e.f 25
th
October 2000. With these certifications, Milk Plant fully geared itself to
compete its Milk & Milk products at global level in addition to market the same in the
domestic market.
PERFORMANCE OF MILK UNIONS / MILK PLANTS
They are operating 9 milk plants through collection of milk through Milk Producers Co-
operative Societies. Except milk plants at Ropar & Ludhiana districts, others are having
15

net cumulative losses. Jointly, Milk Unions are not in profit for the last 2 years i.e
incurred net loss of Rs.6.67 crore & Rs.8.14 crore in 1999-00 & 2000-01 respectively but
did contribute Rs.6.58 crore as net profit in 1998-99. One milk plant at Chandigarh is
owned by MILKFED. The accumulated losses of the Milk Unions touched the level of
Rs.76.35 crore upto 2000-01 as shown in Table below:
CATTLE FEED PLANT
Two cattle feed plants at Bhattian (Distt. Ludhiana) with 200 MT per day capacity and
Ghania Ke Bangar (Distt. Gurdaspur) with 100 MT per day capacity produced 57785 MT
of cattle feed and earned a net profit of Rs.1.1 crore even at 80% capacity utilization in
2000-01. The Commission, however, is unable to appreciate its market share vis-a-vis its
price for want of adequate information.
1.1 HISTORY AND PRESENT POSITION OF VERKA
A. HISTORY OF VERKA
The company has been well known by its brand name "VERKA" especially In Punjab
and Haryana. Chandigarh Milk Plant was set up in year 1961-1962 to meet the milk
initially. But it was not able to fulfill the growing requirements of Chandigarh City. Due
to this reason another plant set up in September 1980 at Ludhiana (Punjab), which is
adjoining to Chandigarh.
MILK PLANT LUDHIANA
"The Ropar Distt. Co-op Producer Union"
It is one of the "MILKFED" group located at Ferozepur Road, Ludhiana (Punjab). It is
registered on 05.07.1978 under Punjab Cooperative Societies Act, 1961. It started its
activities on September 1980.
B. PRESENT POSITION OF VERKA
Presently it has 856 Societies and around 46000 members are supplying milk and making
their contribution to the Ludhiana (Punjab) Plant as follows:-
16

1. In Ropar District 520 Village Societies.
2. In S.A.S Nagar, Ludhiana 164 Societies.
3. In Fatehgarh District 109 Societies.
4. In Patiala District 60 Societies.
5. In UT 3 Societies.
I n Ropar District three chilling centers are situated namely Morinda, J hinjri and
Nurpur.
The Milk Plant Ludhiana produces 2 Lakhs to 2.25 Lakhs liters of Milk per day during
winter season and 1.50 Lakhs liters per day in summer season. About 2.00 Lakhs liters
pasteurized liquid milk is being supplied to the citizen of urban area per day. The plant
runs throughout 24 hours in three shifts at about 200% of its installed capacity manner
with 500 employees.
The plant is supplying milk mainly to the cities Chandigarh, Ludhiana and Panchkula
also covering some adjoining cities of Himachal Pradesh and Haryana.
It also produces PANEER, GHEE, LASSI, BIOYOGURT, GULAB JAMUN, KHEER,
CURD, FLAVOURED MILK etc. All these products are marketed at the plant under the
name "The Punjab State Co-operation Milk Producers Federation Ltd" under the Brand
name of Verka Milk Plant".
1.2 ORGABNISATION NETWORK
For the smooth running of plant, various sections are managed by the management. Each
and every activity is delegated to particular section. It is impossible for top management
to take decision on every problem, so various tasks are delegated to various sections.
These sections are interrelated to have frequent contacts with one another and it is easy to
share the information. These integrated tasks teams handle their problems and make the
supervision easy.
The following are the sections in the Verka Organisation:
17

1. Procurement Section
2. Production Section
3. Quality Control Section
4. Marketing Section
5. Accounts Section
6. Administrative Section
7. Engineering Section
8. Purchase Section
9. Store Section
10. MIS Section
S ecurity S ection
1.3 NETWORK
Verka is having an apex body at the state land known as "MILKFED" Punjab,
Chandigarh. To start with functions in various fields of different unions in different
Districts and to operate with Dairying and Dairy Fields that is the operation flood with
assistance of National Dairy Cooperation (NDC) Delhi and later on is launched to operate
flood second who is affiliated to Punjab Milk Fed. It helps to its affiliated Districts Milk
Co-operations in 11 Districts. These Districts Union are:-
1. ROPAR
2. LUDHIANA
3. PATIALA
4. FARIDKOT
18

5. FEROZPUR
6. BATHINDA
7. GURDASPUR
8. HOSHIARPUR
9. JALANDHAR
10. AMRITSAR
These unions in eleven districts of the state carry out smooth functioning of marketing,
procurement, cattle breeding program though district co-operative unions.
1.4 PLANT AT A GALANCE
Establishment 1980
The District Co-operative Milk Producers
Union Milk Plant, Ludhiana. : Verka
Brand Name 1,00,000 Liters ofMilk Per Day
Installed Capacity 2,00,000 Liters ofMilk per Day
Status Co-operative Society
Head Office Milkfed, Punjab, Sector 34, Chandigarh
Plant The Ludhiana District Co-operative Milk
Producers Union Ltd. Milk Plant,
Ferozepur Road, Ludhiana



19




CHAPTER II
INTRODUCTION TO
CONSUMER BEHAVIOUR
&
BRAND IMAGE




20

CONSUMER BEHAVIOUR
Consumer behaviour also called as Consumer Psychology is a branch of applied
Psychology, marketing and Organizational Behaviour. It examines consumer decision
making process and ways in which they gather and analyze information from the
environment. See the consumer behaviour article for an overview. Consumer behaviour is
a multidisciplinary field which is integral to Psychology and aspects of household
economy studied in microeconomics.
The study of consumers helps firms and organizations improve their marketing strategies
by understanding issues such as how
The psychology of how consumers think, feel, reason, and select between
different alternatives (e.g., brands, products);
The psychology of how the consumer is influenced by his or her environment
(e.g., culture, family, signs, media);
The behavior of consumers while shopping or making other marketing decisions;
Limitations in consumer knowledge or information processing abilities influence
decisions and marketing outcome;
How consumer motivation and decision strategies differ between products that
differ in their level of importance or interest that they entail for the consumer; and
How marketers can adapt and improve their marketing campaigns and marketing
strategies to more effectively reach the consumer.
Understanding these issues helps us adapt our strategies by taking the consumer into
consideration. For example, by understanding that a number of different messages
compete for our potential customers attention, we learn that to be effective,
advertisements must usually be repeated extensively. We also learn that consumers will
sometimes be persuaded more by logical arguments, but at other times will be persuaded
21

more by emotional or symbolic appeals. By understanding the consumer, we will be able
to make a more informed decision as to which strategy to employ.
One "official" definition of consumer behavior is "The study of individuals, groups, or
organizations and the processes they use to select, secure, use, and dispose of products,
services, experiences, or ideas to satisfy needs and the impacts that these processes have
on the consumer and society.
There are four main applications of consumer behavior:
The most obvious is for marketing strategyi.e., for making better marketing
campaigns. For example, by understanding that consumers are more receptive to
food advertising when they are hungry, we learn to schedule snack advertisements
late in the afternoon. By understanding that new products are usually initially
adopted by a few consumers and only spread later, and then only gradually, to the
rest of the population, we learn that (1) companies that introduce new products
must be well financed so that they can stay afloat until their products become a
commercial success and (2) it is important to please initial customers, since they
will in turn influence many subsequent customers brand choices.
A second application is public policy. In the 1980s, Acutance, a near miracle cure
for acne, was introduced. Unfortunately, Acutance resulted in severe birth defects
if taken by pregnant women. Although physicians were instructed to warn their
female patients of this, a number still became pregnant while taking the drug. To
get consumers attention, the Federal Drug Administration (FDA) took the step of
requiring that very graphic pictures of deformed babies be shown on the medicine
containers.
Social marketing involves getting ideas across to consumers rather than selling
something. Marty Fishbone, a marketing professor, went on sabbatical to work for
the Centers for Disease Control trying to reduce the incidence of transmission of
diseases through illegal drug use. The best solution, obviously, would be if we
could get illegal drug users to stop. This, however, was deemed to be infeasible. It
22

was also determined that the practice of sharing needles was too ingrained in the
drug culture to be stopped. As a result, using knowledge of consumer attitudes,
Dr. Fishbone created a campaign that encouraged the cleaning of needles in
bleach before sharing them, a goal that was believed to be more realistic.
As a final benefit, studying consumer behavior should make us better consumers.
Common sense suggests, for example, that if you buy a 64 liquid ounce bottle of
laundry detergent, you should pay less per ounce than if you bought two 32 ounce
bottles. In practice, however, you often pay a size premium by buying the larger
quantity. In other words, in this case, knowing this fact will sensitize you to the
need to check the unit cost labels to determine if you are really getting a bargain.
There are several units in the market that can be analyzed. Our main thrust in this course
is the consumer. However, we will also need to analyze our own firms strengths and
weaknesses and those of competing firms. Suppose, for example, that we make a product
aimed at older consumers, a growing segment. A competing firm that targets babies, a
shrinking market, is likely to consider repositioning toward our market. To assess a
competing firms potential threat, we need to examine its assets (e.g., technology, patents,
market knowledge, awareness of its brands) against pressures it faces from the market.
Finally, we need to assess conditions (the marketing environment). For example,
although we may have developed a product that offers great appeal for consumers, a
recession may cut demand dramatically.

23

BRAND IMAGE OF VERKA
What comes to your mind first when u come across the brand VERKA, it always has
highly known for its products and its qualities, best known for his Verka Milk.
BRAND IMAGE:-
VERKA as a brand itself is seldom looked at, as a finest brand in milk products. and over
past many years Verka has maintained his reputation in the market of Punjab and other
cities.
VARIOUS PRODUCTS OF VERKA IN MARKET:-
1) Liquid Milk
2) Milk Powder
3) Ghee
4) Butter
5) Cheese
6) Lassi
7) SFM
8) Ice Cream
9) Paneer
10) Curd/Dahi
11) Raseela
12) Verka Balanced Cattle Feed.

24

1. Liquid Milk Pasteurized Pouch Packed Milk :-
It is pouch packed milk. It may be used as such or for milk based preparations. It
shall be kept under refrigerated conditions. It is packed in half ltr. Pouch. It's length of
shelf life is 48 hours under refrigerated conditions. It is sold in arid around Ludhiana and
neighbouring areas. Special distribution control is needed, under refrigerated condition if
transported to very long distance. Verka Milk Plant is preparing three types of milk
pouch :-
Standardized Milk 4.5 min. 8.5 min.
Toned Milk 3.0 min. 8.5 min.
Double Toned Milk 1.5 min. 9.0 min.

Standardized Milk Toned Milk Double Toned Milk
2. Milk Powder :-
Dried Milk or Milk Powder is product obtained by the removal of water from
milk by heat or other suitable means to produce a solid containing 5% or less moisture.
Whole milk, defatted or skim" milk may be used for drying. It comes in packing of 200
gms, 500 gms. etc. It can be stored for 1 year before use.
3. Ghee :-
Ghee may be defined as clarified butter fat prepared chiefly from cow or buffalo
milk. The product can be used on roti/pranthas or can be used as cooking other material
25

for food. It is preserved at ambient temperature for one year. It is packed on 500 gms., 2
Kgs., 5 Kgs. & 15 Kgs. bulk pack in tin. It is sold anywhere in Punjab. No special
distribution control is needed.
4. Butter :-
Butter may be defined as a fat concentrate which is obtaining by churning cream,
gathering the fat into a compact mass and then working it.
The product obtained from cow and buffalo milk or a combination thereof or from
cream or curd obtained from cow or buffalo milk or a combinatio.n thereof, with or
without the addition of common salt and colouring matter. It can be kept under
refrigeration for three months. This comes in packs of 10 gms., 100 gms. And 500 gms.
5. Cheese :-
Verka Cheese is mainly of four types:
- Cheddar Cheese.
- Processed Cheese.
- Pizza Cheese.
- Cheese Spread.
6. Cheedar Cheese :-
Cheedar Cheese is raw cheese. It is used as raw material of processed cheese and
one of the base material for other cheese namely Pizza Cheese and Cheese Spread. It
shall be kept at cold storing. The product is packed in poly pack. The product can be held
for one year also if kept below 5*C.
7. Processed Cheese :-
It is commonly called processed cheese. The product can be consumed as such or
can be used in bakery products. It shall be kept at cold storing. The product is packed in
26

400 gms tin/200 gms tin and 1 Kg. container. The packed product can be hold for one
year, if kept below 5* C. It is sold in India and can be exported also.

8. Pizza Cheese :-
It is commonly called Pizza Cheese. Product can be consumed as such or for
making Pizza. It shall be kept under refrigeration for six months. It is packed in 200 gms.
poly packed container. Poly bag labeled best before upto two months under refrigeration
from the date of manufacture.
9. Cheese Spread :-
Product is consumed on spreading over bread, roti, paranthas. It shall be
preserved under refrigeration. The product is packed in 200 gms cup. Product can be held
for six months from the date of manufacturing if stored below 5* C.
10. Lassi :-
Lassi, also called chhas refers to desi butter milk which is by product obtained
when churning curd led whole milk with curd indigeneous devices for the production of
desi butter.




27

Verka Lassi is very popular, specially in Punjab and it is also liked by the people
of other states. It comes in the 200 ml. tetrapack.
11. SFM:-
It is known as Sweetened flavoured milk or bottle milk. The product used in the
form of drinking sweet milk. It is preserved at ambient temperature. It is packed in 200
ml. bottle, 200 ml. tetrapak. The length of shelf life of product can be held far three
months under ambient temperature. It is sold in and around Punjab and upcountry market
mainly Delhi.

12. Ice Cream :-
Ice Cream may be defined as a frozen dairy product made suitable blending and
processing of cream and other milk products, together with sugar and flavour, with or
without colour and with the incorporation of air during the freezing process.
There are mainly three types of Verka Kulfies i.e. Malai Kulfi, Choco bar and
Mango bar. Malai Kulfi made with milk, malai and crushed nuts. Choco bar contained
chocolate and Mango bar kulfi contain mango flavour.
13. Paneer :-
Paneer refers to the small sized soft cheese. The product can be consumed as such
or can be fried and consumed. It can also be used as an ingredient for making Indian
Sweets and paneer based dishes. It is preserved under refrigerated condition for 20 days
28

from the date of packing. The product is packed in poly film bags. The pack size is 200
gms. For consumer pack and 5 Kg. Capacity in bulk pack as agreed by contracted buyer.

14. Curd/Dahi:-
Dahi or curd is the product obtained from boiled milk by souring, natural or
otherwise, by a harmless lactic acid or other bacterial culture. It should have the same
percentage of fat and solids - not - fat as the milk for which it is prepared.

15. Raseela:-
Raseela is a very popular product of Verka which was launched in 1995. It comes in two
flavours - i) Mango Raseela and ii) Pine apple Raseela.
Mango Raseela is prepared from mango pulp and Pineapple Raseela from
pineapple pulp. These are coming in 200 ml. tetrapak.
16. Verka Balanced Cattle Feed :-
MILKFED, Punjab has- two cattle feed plants having capacity to produce 300
M.T. of cattle feed & 5 M.T. of urea molasses lick brick per day. A high energy cattle
29

feed and mineral mixture is also being produced by MILKFED plants to meet the
requirement of dairy farmers.
REMARKABLE GROWTH:-
If we observe Verka as a brand over the years we can note a remarkable phenomena or
strategy from their growth in past years.
It first became popular for its quality of milk for many years and then for its
products. They targeted such areas like Punjab, Patiala, Ropar, Mohali,
Hoshiarpur, Sangrur etc. starting from low price and with basic need of a
customer.
After this they never looked back. Then came the other various milk products like Liquid
Milk, Milk Powder, Ghee, Butter, Cheese, Lassi, SFM, Ice Cream, Paneer, Curd/Dahi,
Raseela etc.
MILKFED is serving nation wide consumers through its net work of Regional
Offices and strong Distribution Channels. MILKFED markets a wide variety of products.
The annual turnover of MILK FED has crossed Rs. 700 crores. Now Verka has
arrived on the sheer strength of its quality, freshness and purity and of course its home
made taste and its products being of most affordable prices. To people today, Verka is
part of their daily life.
MARKETING SECTION
Market is of two types :-
Urban Market
Rural Market
In Verka Milk Plant urban market is done by a separate Marketing Department
that is headed by Incharge Marketing under the overall guidance of Managing Director.
He is assisted by Sales Supervisors, Milk Bar Manager, Milk Bar Assistant and Dairy
Helper-cum-Cleaners. The Marketing starts with the product planning and ends with
30

consumer's satisfaction. For this purpose, the Sales Supervisor regularly visit the market
to study market needs & supervise the sale under the different market conditions.
MARKETING SYSTEM
a) City Supply: - Market milk supply was started with effect from 13
th
April, 1986.
The Plant is supplying pasteurized & standardized milk packed in half litre poly packs
through a market network of 674 agencies, 11 Milk Bars, given on lease & 4 Plant owned
Bars in Ludhiana & in satellite towns like Rajpura, Sirhind, Bassi etc. The supply of milk
has also been started in the markets of Uttrakhand & Haryana. The initiative taken by the
plant, bore the fruit & the plant started generating instant cash. Milk is also supplied to
Mother Dairy on Custom Packing basis.
b) Sweetened Flavored Milk: - The plant introduced this milk during 1988. It has
increased its production/marketing which improved the profitability. Plant has started the
sale of this flavored milk not only within the state but also in metro cities like Delhi and
neighboring states of Haryana & H.P. Keeping in view the demand; the Plant introduced
the carry away bottles for sweetened milk in 2004. Today with the addition of this
packing size in its fleet f the products, Plant is selling a record production of its unit.

c) Paneer & Curd: - To augment the financial position of the Plant & with a view
to diversity in the field of production, the Plant has already introduced
Production/Marketing of Paneer (Cheese) within Ludhiana as well as in Haryana. The
sale of these two products is picking up day by day the Plant in order to match the
competition due to which the curd is now made of Double Toned Milk which earlier was
made of Toned Milk. This as a result, raised the sale.
31


d) Cheese Plant: - A Cheese Plant with a capacity of 30 MTs per month has been
set up recently with a cost of Rs. 1.46 Crores which has started functioning after
obtaining a certificate from BEREAU of INDIAN STANDARS (BIS). The maiden
consignment of Processed Cheese in 400 gm Tins has been flagged off on 26
th
May 1998
by the then Managing Director, S. Amrik Singh, MILKFED PUNJAB, Chandigarh, to the
Ministry of Defense. Thereafter, the supply of Processed Cheese is regular to the Defense
Forces & Civil Market all over the India
URBAN MARKET
1) Incharge Marketing :-
To manage and organise all marketing functions, like sales of product, organise
the city supply, advertisement, to check the functioning of all workers deputed in field
and Milk Bars.
2) Sales Supervisor :-
To sell the milk products to local dealers as well as outside dealers. To ensure the
payments from Govt. institutions, they also check the milk bars and field requirements.
3) Salesman/Milk Bar Manager :-
To sell the product through Milk Bars, which are under the jurisdiction of Milk
Plant, Ludhiana.

32

4) Milk Bar Assistants :-
To assist the Milk Bar Manager at Milk Bars.
5) Dairy Helper-cum Cleaner :-
In Verka Milk Plant they work as salesman, they have been given the targets to
sales, say 1000 products they sell the products market according to demand and received
cash, deposit to account department
RURAL MARKET
But in case of Rural Marketing, products are sold through societies. There is no
any separate department for this purpose and the Rural Marketing is secondary function
of milk procurement department which is headed by Manager Milk Procurement and
works under the overall guidance of Managing Director. He is assisted by Deputy
Manager Procurement, Vety Officer, Milk Procurement Supervisors and Milk
Procurement Assistants.
33

RURAL MARKET

1. The Manager of Procurement :-
He gives instructions & directions to Deputy Managers, Supervisors & Assistants,
helps in day to-day problems, Management of Chilling Centres, hold the meetings and
maintain contact with people to persuade them for buying milk products from this plant.
2. Deputy Managers :-
There are two Deputy Managers. They encourage their subordinates to do work
accurately, check the rates of milk, check exact quantity of milk, solve the problems of
procurement, supervise the work of subordinates.
34

3. Milk Procurement Supervisors :-
He checks the milk rates, fats, solve the problems of Procurement Assistants,
supervise the work, make proper raw material arrangements for without any interruption
in production of milk products.
4. Milk Procurement Assistants :-
They follow the directions given by Manager, supervise the work for milk
procurement, give orders to societies, full control on village societies, check the qualtity
of milk, maintain contracts with societies, solve early society problems.







35





CHAPTER III
OBJECTIVES OF THE
STUDY

36

OBJECTIVES OF STUDY
To study the functioning of Verka Milk Plant.
To study the consumer satisfaction towards Verka Milk products.
To find out knowledge regarding the marketing strategies of Verka Milk products.
To get information about the awareness of Verka Milk products among consumers.
To study the brand image and media promotion strategies.















37






CHAPTER IV
RESEARCH
METHODOLOGY


38

RESEARCH METHODOLOGY
For achieving the objectives of study, survey was conducted. For survey,
personal interviews of the consumers were undertaken. Personal interviews was
selected as the mode of survey to make the study more meaningful & so that
maximum information could be collected. For conducting the personal interviews
of the consumers, a questionnaire was made. The questionnaire was structured
with open ended & close ended questions.
USEFULNESS OF STUDY
The study can be useful to the company as they might come to know about
the importance of brand image and marketing strategies in the Verka Milk Plant.
The study can be of great importance to the company.
Sample Size:
I have covered 100 consumers, Ludhiana.
Types of Data:
I have used primary as well as secondary data. Some data is been
taken from internet, some from MILKFED literature and some is gathered
through questionnaire.

39






CHAPTER V
DATA ANALYSIS
&
INTERPRETATION


40

ANALYSIS & INTERPRETATION
1. Kind/source of milk purchased?
Packed 34
Dairy 25
Milkman 41


Interpretation: According to 100 respondents 34% people says that they use to use
packed milk, 25% says they use dairy milk and rest 41% says they use milk brought by
milkman.
Packed
34%
Dairy
25%
Milkman
41%
Packed Dairy Milkman
41

2. Which of the following would prefer?

Quality 67
Quantity 39
Taste 53
Price 73
Availability 79
All 46


Interpretation: According to 100 respondents 19% says they prefer quality, 11% says
they prefer Quantity, 15% says they prefer Taste, 20% says they prefer Price, 22% says
they prefer Availability and rest 13% says they prefer All.
Quality
19%
Quantity
11%
Taste
15%
Price
20%
Availability
22%
All
13%
Quality Quantity Taste Price Availability All
42

3. Are you aware about the operation Flood?

Yes 79
No 21



Interpretation: According to 100 respondents 79% says Yes they are aware of operation
flood and rest 21% says No they are not aware of operation flood.
Yes
79%
No
21%
Yes No
43

4. Are you aware of Verka milk brand?

Yes 83
No 17



Interpretation: According to 100 respondents 83% says Yes they aware of Verka milk
Brand and rest 17% says that they are Not aware of the Verka milk brand.
Yes
83%
No
17%
Yes No
44

5. Are you aware that Verka produces different kind of milk for different segment
of consumer?

Yes 47
No 53



Interpretation: According to 100 respondents 47% says Yes they aware of Verka
produces different kind of milk for different segment of consumer and rest 53% says that
they are Not aware of the Verka produces different kind of milk for different segment of
consumer.
Yes
47%
No
53%
Yes No
45

6. Are you aware that skimmed milk is good for patient and health conscious people
Contain 0.05% fats?
Yes 39
No 61



Interpretation: According to 100 respondents 39% says Yes they aware of the skimmed
milk is good for patient and health conscious people contain 0.05% fats and rest 61%
says that they are Not aware of the skimmed milk is good for patient and health conscious
people contain 0.05% fats.
Yes
39%
No
61%
Yes No
46

7. Are you aware of the importance of the logo of operation flood on Verka milk
Packs?
Yes 33
No 67



Interpretation: According to 100 respondents 33% says Yes they aware of the
importance of the logo of operation flood on Verka milk packs and rest 67% says that
they are aware of the importance of the logo of operation flood on Verka milk packs
No
67%
Yes
33%
Yes No
47

8. Are you aware that Verka milk is pasteurized?

Yes 79
No 21


Interpretation: According to 100 respondents 79% says Yes they aware that Verka milk
is pasteurized and rest 21% says that they are not aware that Verka milk is pasteurized.
Yes
79%
No
21%
Yes No
48

9. Are you aware of the shelf life of Verka milk?

Yes 43
No 57



Interpretation: According to 100 respondents 43% says Yes they aware of the shelf life
of Verka milk and rest 57% says that they are not aware of the shelf life of Verka milk.
No
57%
Yes
43%
Yes No
49

10. Are you aware of the storage conditions for the Verka milk?

Yes 41
No 59



Interpretation: According to 100 respondents 41% says Yes they are aware of the
storage conditions for the Verka milk and rest 57% says that they are not aware of the
storage conditions for the Verka milk.
No
59%
Yes
41%
Yes No
50

11. Are you aware that Verka has consumer service also?

Yes 23
No 77



Interpretation: According to 100 respondents 23% says Yes they are aware that Verka
has consumer service also and rest 77% says that they are not aware that Verka has
consumer service also.
Yes
23%
No
77%
Yes No
51

12. Why do you prefer Verka over other brand?
Price 41
Taste 57
Quantity 43
Availability 51



Interpretation: According to 100 respondents, 41 responded that price is the reason to
prefer against other brand, 57 prefer taste, 43 the quantity and 51 due to availability.
Price, 41
Quantity, 43
Availability, 51
Taste, 57
Price Taste Quantity Availability
52

13. Are you aware that standard toned & double toned milk are the best to be used
for household purposed?

Yes 57
No 43



Interpretation: According to 100 respondents 57% says Yes they are aware that
standard toned & double toned milk are the best to be used for household purposed and
rest 43% says that they are not aware that standard toned & double toned milk are the
best to be used for household purposed.
No
43%
Yes
57%
Yes No
53

14. Are you aware that full cream milk is the best for growing children & sports
person as it contain 6.0% of facts?

Yes 63
No 37



Interpretation: According to 100 respondents 63% says Yes they aware that full cream
milk is the best for growing children & sports person as it contain 6.0% of facts and rest
37% says that they are not aware that full cream milk is the best for growing children &
sports person as it contain 6.0% of facts.
No
37%
Yes
63%
Yes No
54

15. Do you switch over to other brand?

Yes 32
No 68



Interpretation: According to 100 respondents 68% says Yes they want to switch over to
other brand and rest 32% says that they do not want to switch over to other brand.
No
68%
Yes
32%
Yes No
55

16. Is Verka using any kind of media to media to media to promote its products & to
make the consumer aware about its products?

Yes 79
No 21



Interpretation: According to 100 respondents 79% says Yes Verka is using media to
media to promote its products & to make the consumer aware about its products and rest
21% says No Verka is not using any kind of media to media to promote its products & to
make the consumer aware about its products
Yes
79%
No
21%
Yes No
56




CHAPTER VI
SUGGESTIONS
&
RECOMMENDATIONS
57

SUGGESTIONS & RECOMMENDATIONS
Though the survey revealed that rural people like Verka's products to a great extent and
there is more demand of Verka brand but then also some people want a change in its
price, quality, quantity and some in availability. Therefore, to make its customers fully
satisfied, some measures should be taken which will also add to its sales and improve its
position in the rural market. So, there were some suggestions given by the people which
are summed up as follows :-
a) Reduction in Price :-
Generally, people are not satisfied with the prices of 'Verka products'.they feel the
products are bit expensive.Thus, to satisfy its customers, price should be reduced to some
extent.
b) Distribution System should be improved :-
People of rural area are not satisfied with the distribution system. So, distribution
system should be improved in rural areas.
c) Lack of Advertisement :-
Rural people have also complained about the advertisement of the brand Verka. It
should be made popular through more and more advertisements and schemes so as to
attract people of all age groups. More hoardings should be put in villages and with the
help of word of mouth more awareness about products should be given.
d) Availability :-
The products of Verka should be easily available in societies. There are some area
where Verka products are not available easily in societies. Therefore, Verka should
expand its market in rural area, so that products are available easily. More variety of
products should be send to the societies.

58

e) Improve quality of cattle field :-
Some people also suggested that quality of feed which is supplied to societies
should be improved so that good quality feed is given to stock .
Apart from all the above, some rural people had nothing to suggest and they said
that it needs no amendments.





59









CHAPTER VII
FINDINGS



60

FINDINGS
The main purchasing factors for the Verka Milk & Milk products are Quality and
Brand image. The data reveals that 42% influences on Quality and 32%
influenced for the Brand.
Incomes less than 5000 to 10000 are more attracted to Verka Milk & Milk
products. As per the data, 79% of the respondents income is under this group.
Overall opinion of the product performance data reveals that Verka product
satisfies 70% of the respondent and 30% respondents opinion is average.
The city supply of milk has increased 2.7 times during the last five years.
The production of butter has declined due to less availability of milk for butter
making.
The production of ghee has increased 2.7 times in last 5 years and it has been due
to good response not only from home market but also from foreign market.
Due to perishable nature of milk cake the production has decreased but in 1992-
93 there has been in a increase in production and so on to the further year 99.
There has been 2 time increase in production of milk powder during last 5 years
and it has been due to the good quality of milk powder produced in Milk Plant,
Ludhiana.
There had been about 14 Lacs profits during last year and it has not increased as
much as efforts were increased.
The milk plant, Ludhiana has invested in Milk Fed share and Central Cooperative
Bank share.
Milk Plant, Ludhiana has purchased cattle feed and seeds worth 3,57,43,638.20
and 8,822.25 respectively to supply them to the milk producers.

61





CHAPTER VIII
LIMITATIONS


62

LIMITATIONS OF STUDY
1. The information provided by the workers is not definitely true.
2. The samples of consumers are not representative of the total workforce.
3. The consumers hesitate disclosing the true facts in order to secure their
job.
4. There is no measure to check out whether the information provided by
the consumers is correct or not.
5. The behaviour of the consumers is not co-operative while giving
information, so it is very time consuming.

63






CONCLUSION

64

CONCLUSION
Working at Verka Milk Plant, Ludhiana gave me an opportunity to apply my
skills and knowledge, which I had gained previously.
It gave me an opportunity to see working an organization and to be a part of it.
Marketing Research Project on Rural Marketing gave me an opportunity to be exposed to
the farmers who were the members of various Milk Producers Co-operative Societies
and to know about them.
It was an amazing experience with learning all the way, which helped me to brush
up my knowledge and skills.



65








BIBLIOGRAPHY

66

BIBLIOGRAPHY
BOOKS
KOTHARI CRS,
RESEARCH METHODOLOGY Second Revised Edition
Publishers-New Age International (P) Ltd

NEWSPAPERS
1. CHANDIGARH TRIBUNE
2. AJIT
3. THE INDIAN EXPRESS
4. DAINIK JAGRAN
5. AMAR UJALA

WEBSITES
1. www.milkfed.nic.in
2. www.milffed.org
3. www.indiaagronet.com/indiaagronet/Dairy.htm
4. www.punjabgovt.govt.in/government/milkfed.htm
5. www.hindu.com/thehindu/2001/10/11/stories/0611000c.htm

67










QUESTIONNAIRE

68

QUESTIONNAIRE
CUSTOMER SATISFACTION & BRAND IMAGE OF PRODUCTS OF
VERKA

1. Name:
Add:
Telephone No:

2. Kind/source of milk purchased?
Packed
Dairy
Milkman

3. Which of the following would prefer?
Quality
Quantity
Taste
Price
Availability
All

69

4. Which packed milk do you use?
________________________________.
5. Which is the top of the mind milk brand for you ?
________________________________.
6. Are you aware about the operation Flood?
Yes
No
7. Are you aware of Verka milk brand?
Yes
No
8. Are you aware that Verka produces different kind of milk for different segment
of consumer?
Yes
No
9. Are you aware that skimmed milk is good for patient and health conscious people
Contain 0.05% fats?
Yes
No
10. Are you aware of the importance of the logo of operation flood on Verka milk
Packs?
Yes No

70

11. Are you aware that Verka milk is pasteurized?
Yes
No

12. Are you aware of the shelf life of Verka milk?
Yes
No

13. Are you aware that standard toned & double toned milk are the best to be used
for household purposed?
Yes
No
14. Are you aware that full cream milk is the best for growing children & sports
person as it contain 6.0% of facts?
Yes
No
15. Do you switch over to other brand?
Yes
No
16. Is Verka using any kind of media to media to media to promote its products & to
make the consumer aware about its products?
Yes
No