Escolar Documentos
Profissional Documentos
Cultura Documentos
Section-A
Introduction to project This project is about preference of the consumer towards
FMCG(fast moving consumer goods) products i.e. Milk products in domestic market
(in special market (in specialcontext of nestle,verka&amul milk products)The story
of milk products began in the new world with the Mayans ,and also the wordmilk
products comes from the Mayan word xocoatl ,and the word coca from the
azieccacahuati,who drank a dark brew called cacahuaquchtl.later ,the Aztec
consumedchacahoua and used the cocoa bean for currency. In I 523,they offered
cocoa beans toCortez, who introduced milk products to the world ,where it swiftly
because a favoritefood among the rich and noble of Europe.From the beginning,
turning raw, bitter cocoa beans into what one century writer calledthe only true
food of the god has been a fine art ,a delicate mixture of alchemy andscience
.centuries ago it was discovered that fermenting and roasting the beans couldcreate
an almost otherworldly flavor .in I 875,after years of trying ,a 31 -year-old candy
maker in vevey Daniel peter figured out how to combine milk and cocoa power.
1.l Meaning of milk products:
1. A preparation of the seed of cocoa ,roasted.husked,and ground (without
removingany of the fat),often sweetened and flavored, as with vanilla.
2. A beverage or confection made from this.
3. Dark brown.
4. A divine substance inspiring passion in those who consume it.
The discovery of cocoa was only a first step in the direction of milk step in
thedirection of milk products. The Mayas were the first to cultivate the cocoa bean
for thefruits it yielded. They used the beans as an ingredient in their favorite milk
products drinkxocotlatl.
10. Legend suggests that the first beans came out of paradise and lent wisdom
andpower to the person that ate them. For obvious reasons, the use of cocoa was
kept to aminimum by the emperors.Before the Spanish explorers discovered the
New world ,milk products andother exotic food were totally unknown in Europe.
Columbus was the first European tobecome acquainted with cocoa,but he wasnt
exactly impressed.During one of his conquest in the new orid he met the Aztecs. For
manygenerations,they drankan infusion of grilled seeds and spices.This mixture
tasteddisgusting and it also contained cocoa beans.The Aztecs adopted the ideas of
cocoaconsumption from the Mayas.However the conquistadors pizzaro and,in
14. organization towards its brand is called brand orientation. The brand orientation
is developed in responsiveness to market intelligence.Careful brand management
seeks to make the product or services relevantto the target audience. Brands
should be seen as more than the difference between theactual cost of a product and
its selling price - they represent the sum of all valuablequalities of a product to the
consumer.A brand which is widely known in the marketplace acquires
brandrecognition. When brand recognition builds up to a point where a brand enjoys
a criticalmass of positive sentiment in the marketplace, it is said to have achieved
brand franchise.Brand recognition is most successful when people can state a brand
without beingexplicitly exposed to the companys name, but rather through visual
signifiers like logos,slogans, and colors. For example, Disney has been successful at
branding with theirparticular script font (originally created for Walt Disneys
signature logo), which itused in the logo for go.com.Consumers may look on
branding as an aspect of products or services, as itoften serves to denote a certain
attractive quality or characteristic (see also brandpromise). From the perspective of
brand owners, branded products or services alsocommand higher prices. Where two
products resemble each other, but one of the productshas no associated branding
(such as a generic, store- branded product), people may oftenselect the more
expensive branded product on the basis of the quality of the brand or thereputation
of the brand owner.1.3.4 Local brand:A brand that is sold and marketed (distributed
and promoted) in a relativelysmall and restricted geographical area. A local brand is
a brand that can be found in onlyone country or region. it may be called a regional
brand if the area encompasses morethan one metropolitan market. It may also be a
brand that is developed for a specificnational market, however an interesting thing
about local brand is that the local brandingis more often done by consumers than
by the producers. Examples of local brands inSweden are Stomatol, Skneme etc.
15. 1.3.5 Brand name:The brand name is quite often used interchangeably with
brand, althoughit is more correctly used to specifically denote written or spoken
linguistic elements ofany product. In this context a brand name constitutes a type
of trademark, if the brandname exclusively identifies the brand owner as the
commercial source of products orservices. A brand owner may seek to protect
proprietary rights in relation to a brand namethrough trademark registration and
such trademarks are called Registered Trademarks.Advertising spokespersons
have also become part of some brands, for example: Mr.Whipple of Charmin toilet
tissue and Tony the Tiger of Kelloggs Frosted Flakes. Localbranding is usually done
by the consumers rather than the producers.1.3.6 Types of brand names:Brand
names come in many styles. A few include:Initialism: A name made of initials such
as UPS or IBM
16. Descriptive: Names that describe a product benefit or function like Whole Foods
orAirbusAlliteration and rhyme: Names that are fun to say and stick in the mind like
ReesesPieces or Dunkin DonutsEvocative: Names that evoke a relevant vivid
image like Amazon or CrestNeologisms: Completely made-up words like Wii or
18. companies. Top-of-Mind Awareness occurs when your brand is what pops into
aconsumers mind when asked to name brands in a product category. For example,
whensomeone is asked to name a type of facial tissue, the common answer is
Kleenex,which is a top-of-mind brand. Aided Awareness occurs when a consumer
is shown orreads a list of brands, and expresses familiarity with your brand only
after they hear orsee it as a type of memory aide. Strategic Awareness occurs when
your brand is not onlytop-of-mind to consumers, but also has distinctive qualities
that stick out to consumers asmaking it better than the other brands in your
market. The distinctions that set yourproduct apart from the competition is also
known as the Unique Selling Point or USP.Positioning:Brand positioning refers to
target consumers reason to buy your brand inpreference to others. It is ensures
that all brand activity has a common aim; is guided,directed and delivered by the
brands benefits/reasons to buy; and it focusses at all pointsof contact with the
consumer.Brand positioning must make sure that:Is it unique/distinctive vs.
competitors?Is it significant and encouraging to the niche market?Is it appropriate
to all major geographic markets and businesses?Is the proposition validated with
unique, appropriate and original .products?Is it sustainable - can it be delivered
constantly across all points of contact with theconsumer?Is it helpful for
organization to achieve its financial goals?Is it able to support and boost up the
organization?In order to create a distinctive place in the market, a niche market has
to becarefully chosen and a differential advantage must be created in their mind.
Brandpositioning is a medium through which an organization can portray its
customers what it
19. wants to achieve for them and what it wants to mean to them. Brand positioning
formscustomers views and opinions.Brand Positioning can be defined as an activity
of creating a brand offer insuch a manner that it occupies a distinctive place and
value in the target customers mind.For instance-Kotak Mahindra positions itself in
the customers mind as one entity-Kotak - which can provide customized and onestop solution for all their financialservices needs. It has an unaided top of mind
recall. It intends to stay with the propositionof Think Investments, Think Kotak.
The positioning you choose for your brand will beinfluenced by the competitive
stance you want to adopt.Brand Positioning involves identifying and determining
points of similarityand difference to ascertain the right brand identity and to create
a proper brand image.Brand Positioning is the key of marketing strategy. A strong
brand positioning directsmarketing strategy by explaining the brand details, the
uniqueness of brand and itssimilarity with the competitive brands, as well as the
reasons for buying and using thatspecific brand. Positioning is the base for
developing and increasing the requiredknowledge and perceptions of the
customers. It is the single feature that sets your serviceapart from your competitors.
For instance- Kingfisher stands for youth and excitement. Itrepresents brand in full
flight.There are various positioning errors, such as -Under positioning- This is a
scenario in which the customers have a blurred and unclearidea of the brand.Over
positioning- This is a scenario in which the customers have too limited a
25. needed for taking action to influence factors, which affect consumer
decisions.Healthy EnvironmentThe right to a physical environment that will enhance
the quality of life includesprotection against environmental dangers over which the
individual has no control Itacknowledge the need to protect and improve the
environment for present and futuregenerations.Consumer Responsibilities:Critical
AwarenessThe responsibility to be more alert and questioning about the price and
quality of goodsand services we consume.ActionThe responsibility to assert
ourselves by acting to ensure that we get a fair deal As longas we remain passive
consumers we will continue to be exploited and manipulated.Social ConcernThe
responsibility to consider the impacts of our consumption patterns and lifestyles
onother citizens especially the poor disadvantaged or powerless consumers whether
they bein the local national or international community.Environmental
AwarenessThe responsibility to realize the environmental costs and consequences
of ourconsumption patterns and lifestyles. We should recognize our individual and
collectivesocial responsibility to conserve natural resources and to preserve earth
for present andfuture generations.SolidarityThe responsibility to come together and
organize consumers in order to enhance thestrength and influence required to
promote and protect our interests.
SECTION-B
REVIEW OF LITERATURE
Milk products Truffles are so goodPosted :aug 04,2010Milk products are one of the
best inventions ever created in the course ofhuman existance. Milk products is such
tasty and delicious treat and it can be purchasedfor your self or given as a gift. Milk
products gifts are always an appreciated andappropriate gift. One of the best gifts
anyone could receive is a hybrid of milk productsand the flower. instead of abouquet
of flower that will die or a simple box of milkproducts you can always give someone
a milk products rose as a gift. milk products rosesas a gift. milk products can be
shaped into the form of a rose and covered in red milkproducts foil with a stem and
a leaf attached. This flower is made to resemble a beautifulred rose on the put side
that can be unwrapped and devoured, if the recipient in mindreally likes milk
products with an intense passion and would prefer to have an entire boxof milk
products rather than the few bites that are blooming inside of a red foil wrappedmilk
products rose there is always the ever populer gift of rich and delicious milkproducts
truffles to satisfy.Milk products truffles are made by chocolatiers in a lost every rich
anddelectable flavor imaginable, milk products truffles are among one of the most
popularand best gifts to be recieved because rich cocoa is so delicious and the
chocolatiers thatmade truffles are knowledgeable about how to make them. Well
crafted milk productstruffles are a wonderful treat to receive as a gift or to win in a
basket at a raffle.When you need a Treat, Milk products gifts hit the spot posted
:Aug 04,2010Just about everybody loves Milk products .From the iconic hershey kiss
tothe top of the line godiva brand, milk products comes in various forms and
shapes. Milkproducts truffles are a special treat that satisfies a refined taste.
27. M&Mappear in candy dishes all over the world, one of the best thingsabout milk
products is that it makes a great gift.Milk products gifts are available for all
occasions. on valentines day, it isalmost mandatory that you buy your sweatheart
a heart-shaped box of the sweet treat.The one or maybe two pound boxes con tam
an assortment of milk products with nuts,caramel, coconut, nougat, cremes and
other filings. You can choose boxes with light,dark or a combination of the two types
of milk products.Holidays are another time for boxed milk products. when you go
over toyour aunt bettys house for thanks giving dinner, a nice box of milk products
isappropriate .while milk products gifts are not expensive (unless you are buying
someexotic, imported brand),they are always appreciated. when the box is
opened ,you beteterbe quick, before all the good ones get snatched up.During
easter, chocolates take several different forms. Large, hollow milkproducts bunnies
with candy eyes line the shelves of drug stores. Walmart has a specialcandy display.
There are milk products easter eggs with marshmallow filling. Milkproducts Peanut
butter eggs and crunchy milk product eggs. Any respectable easterbasket should be
filled withsome delicious milk products.Birthdays, cheering up an ill patient, or
rewarding your childs excellentschool performance are all very appropriate for milk
products gifts.The world of milkproductsposted:jun 01,2010Milk products are loved
the world over. why do so many people love milk products?Probably because of the
almost unlimited variety of flavours had textures that milkproducts has. Ever since
milk products was first discovered over 3,000 year ago by theAztecs, people have
enjoyed milk products. Of course, although people all time haveenjoyed milk
products, it didnt start out as we know it today. it wasnt the sweet littlemilk
products or bars that we like to think of. Instead ,it started in south America only asa
bitter drink.
28. Soon through, coco made its deduct into the rest of the world and into thehands
of many eager bakers. milk products went from just a bitter drink, into all kinds
offlavours. coco was made into sweet drinks, cakes, desserts and bars. The flavors
rangedin everything form bitter dark to ultra sweet and decadent. one of thest
indulgent is milkproducts truffles. Theses little milk products are filled with
ganache ,a mixture of bothsemisweet milk products and cream.In 1765 Milk product
was first introduced to the united state by n irishmannamed john hanan. both john
and American candy maker James baker built the firstAmerican milk products mill in
1780.Then they started production milk products for thepublic. It wasnt long before
their little milk products bussiness began to takeoff.Americans were in love!Now,
well over 200 years later, the American public is still in love andobsessed with milk
products .7 billion dollers a year alone is spent on milkproducts/much of that is
spent on milk products. gifts, whether of course that gift is forsomeone other than
yourself is entirely up to you!Let s hear it for the wedding milk products
favoursposted:Mar3O,2009 .Belgian milk products is one of the best milk products in
the world. butthen again it doesnt have to be Belgium milk products to create a
mouth watering effectto those people who crave for sweets. wedding milk products
are simply a quality choiceas a wedding favor.But then, milk products are not just a
token given to someone special on aspecial event. Milk products wedding favors
have become one of the greatest items acouple could use in their wedding as a
favour if it is going to be your own wedding,perhaps you might as well consider this
option.Its just to show that a wedding favour is not anymore particular to a
homedecor but it cannow also be a usable or an edible thing. Intimacy and passion
comes tomind when talking milk products.
29. Perhaps it is the reason why they have been used as one of the options inthe
line up of wedding favour. And to make wedding milk products favour more
suitablefor a wedding, different modles have been created to shape the milk
products into designsthat would suit any type of wedding of course there are other
taste available as well inmint, dark, or whiteMilk products, and these can be
appropriately matched with a particularshape of wedding milk products
favours.Wedding milk products favors can fit a royal wedding theme, an
outdoorwedding, or Disney-type topic wedding. A Milk products favors lollipop can
take aboutany shape or designs that could fit a wedding celebration. Those heartshaped milkproducts favours that have a design in the middle are the simplest
design that you canhave.You can also use an oval, round, or rectangular forms since
they are wideenough to make more patterns in the middle of the milk products.
Some of the moreunique shaps in the wedding milk products design world would be
wedding gown,tuxedo, bride and groom image, flowers such as rose and calla lily,
birds such as swanand dove, castle, wedding bell, wedding cake, and even elegant
fans.Furthermore, these chocolaty design can also be modified a bit and usethem as
a wedding milk products cake topper or centerpiece.you can add some
moreaccessories to your milk products favors.A colorful mimi sticks and a ribbon
can turn your favor iooly into a moreamazing wedding favor. But then, you can also
give those milk products wedding favorsa personal touch if you want to
individualized Milk products favors are also more invitingbecause your guest will see
that you have put some extra effort into creating them.Looking for the best wedding
favor can be a lot of fun that you and yourpartner can be together. When you pick
out to have milk products as your wedding favor,rest assured that you and your
spouse will share that sweet moment; designing yourwedding motif together.
30. To formulate the problem precisely and top in point the importance
ofundertaking it, it is essential to carry out a brief review of the studies related
directly orindirectly to the present investigation. Some of the studies conducted
earlier are given inchronological order.Johnston(1981)proposed that time may be
the most important variable inconsumer behaviour. On one side, the time dimension
of consumer behaviour is viewedas just beginning to emerge as a major variable of
study ,on the other side, however, timehas been implicitly and explicity
incorporated into consumer behaviour theory andmarketing strategies for quite
some time. Adoption of products by consumers was notcharacterized by analystic
consumption behaviour but by risk aversion and preference forincremental
changing in the consumption set.Gofton and Nees (1991) studied that the twin
and food ingredients with newsensory and functional properties including also
physiological functionality.
32. Friedeck et al(2003)revealed that the flavor and texture effects of soyprotein
fortification of low-fat dairy-based ice cream were most important for theacceptance
of frozen ice-cream. Low fat ice cream mixes were formulated with 0, 2 and
4percent soy protein isolates(SPI). Sensory attributes, volatile flavor
comments,instrumental color properties compared with the 0 percent SPI control.
This informationaided in optimization of an acceptable soy-fortified dairy ice
cream.Tillotson(2003) studied the effects of high pressure processing(HPP)
onconsumer acceptance for chilled ready meals manufactured using a low-value
beef cut.Data were collected on consumers food consumption patterns, their
attitudes towardsfood by means of the reduced food-related lifestyle and sociodemograhics.Ahlgen and hall(2004) studied that food choice is dependent upon
beliefsabout both the products and those who consume these products. He studied
the beliefsabout the protypical attributes of ready meal consumers to establish
which beliefs existand whether they have any actual basis when compared with selfreported behaviors ofready meal consumers. In a survey, respondents described
what they considered to becommon attributes of ready meal consumers. Most
interesting was the fact that twofrequently mentioned attributes, being alone and
no interest in cooking or food, wereconfirmed by the frozen ready meal consuming
respondents in the actual eating situationbut not by their life-style and beliefs in
general. In the different eating situations therewere dissimilar reasons for
consumption. Two ready meal eating situations wereinvestigated in greater detail in
order to establish what triggered the ready mealconsumption in these situations.
One of these meal situations proved to be conveniencedriven and the other time
driven.Cardello and schutz(2004) conducted the analytic studies with civiles
withcivillian and military consumers in order to assess the factors that contribute to
theconcept of food freshness and the relative importance of freshness to order
productvariables. Result showed the concept of freshness to be determined
primarily by timefrom harvest/production and food type. Foods that were described
as minimamallyprocessed e.g.frozen and thawed were rated as less fresh than
other foods.
33. Hlgren et al (2004) reported that food choice is dependent upon beliefsabout
the products and consumers. Beliefs about the prototypical attributes of ready
mealconsumers have been investigated to establish the beliefs that exist and
whether they haveany actual basis when compared with self-reported behaviour of
ready meal consumers.Khanona and Aung(2004) proposed that the diverse
consumer attitudestowards the safety of food. The diversity among consumers is
based on a variety offactors, including demograhics and socio-economies status.
The relationship betweenconsumer attitudes, knowledge and behaviour regarding
food safety is also examined inthis paper. It indicates that different attitudes do not
necessarily lead to behaviour thatsafety of the food consumed.Ling et al 92004)
milkfied exiting capacity, it has to beseen what the government do to protect the
hugely popular verka brand. One of theleading dairy brands of north India. Verka is
yet another contribution from the state ofPunjab. The flagship brand of Punjab
state corporative milk producers Fedration LTD(milkfied), Verka is today enjoying
the patronage of customers both within and outsidethe country. Milkfed future
programmes can never be complete without verka.Verka is a brand leader in milk
powders particularly in northern and easternsectors. The milkfied brand commands
a premium price over milk powders manufacturedby competitors. This includes
multinational as well as private trade and other corporativefederations.
37. Mi!kfied is serving nationwide consumers through its network of regional offices
andstrong distribution channels. Milkfied markets a wide Varity of products, which
includeliquid milk, skimmed milk powder, whole milk powder, infant food, ghee,
butter, cheese,lassi, SFM, ice cream, malted food and verka vigour etc.The annual
turnover of milkfiedhas touched to Rs.45Ocrore.Milkfied state that it has
successfully leveraged on the brandequity of verka to launch new trends, needs,
taste and hopes.Health drinks like verka vigour, verka lassi,sweetened flavored milk
and amango drink called raseela have also hit the markets.Milkfied has now come
out withverka curd and a whole lot of different flavors of ice creams.Milkfied also
made a forayinto the international markets. They say that it was the domestic
competition that drovethem to alien destinations. However, Milkfied has already
established its ghee market inthe middle east. verka ghee reaches all the emirates
and is available in almost all supermarkets. In addition to ghee, SMP is also
exported to Asian countries like Philippines,Bangladesh and sri lanka. verka malt
plus (malted milkfood) is being exported toBangladesh also. with technology
mission programmes,ever widening markets andincreasing exports,Milkfied is
preparing it self to take verka to greater heights. Thefederation has planned to
introduce more value-added products like tetra-pack plain milkand low calorie
lassi.Milkfied not only provides assured market to milk producers but alsocarries
input to enhance milk to their doorsteps.the District cooperative milk
producersunions and milk plant have attained self-sufficiency or are on the
threshold of attaining it.Milkfied has played a very vital role in providing a strong
was for remunerative price to
38. the producers they get more money for their milk and payments are timely. In
additiontachnical input services in feeding ,breeding and management are easily
accessible.Value addition is one of Milkfiedls trust areas and the plants produce
notonly pasteurized, homogenized milk but also butter milk, cream, butter and
classifiedbutter-oil (ghee) and several other products. The milk union have
marketed milk and milkproducts. The puniab state Milk Federation yesterday
launched verka sweet lassi andmango rasela in chandigarh.verka lassi is popiler in
india as well as abroad (milkfiedexported lassi tojapan and bagladesh).The
managing diractor of Milkfied ,vikas partap,said there had been apersistent demand
from the consumers to launch the tetra pack and it was the ideal timeto hit the
42. 2.3 The Punjab state cooperative milk producers federation limited:The Punjab
State Cooperative Milk Producers Federation Limitedpopularly known as MILKFED
Punjab, came into existence in 1973 with a twin objectiveof providing remunerative
milk market to the Milk Producers in the State by valueaddition and marketing of
produce on one hand and to provide technical inputs to themilk producers for
enhancement of milk production on the other hand.Although the federation was
registered much earlier, but it came to real selfin the year 1983 when all the milk
plants of the erstwhile Punjab Dairy DevelopmentCorporation Limited were handed
over to Cooperative sector and the entire State wascovered under Operation Flood
to give the farmers a better deal and our valued customersbetter products.Today,
when we look back, we think we have fulfilled the promise to someextent. The setup
of the organisation is a three tier system, Milk Producers CooperativeSocieties at the
village level, Milk Unions at District level and Federation as an ApexBody at State
level. MILKFED Punjab has continuously advanced towards its covetedobjectives
well defined in its byelaws.2.3.1 Milk production network:-Working on Anand
Pattern the process of organizing societies at villagelevel started in Punjab as early
as 1978. Presently, there is strong Network of about 6474(as on 3 1.3.2010) Milk
Producers Cooperative Societies organized at village level.About 3.65 Lakh milk
producer members are attached to these societies. Fresh milk isprocured from the
milk producers twice a day through village level societies directlywithout the
assistance of any middleman.2.3.2 Input service:It is one of the fundamental
objectives of MILKFED to carry out activitiesfor promoting milk production in the
State. In view of this, various technical inputservices like veterinary health care,
artificial insemination services, vaccination, supply
43. of VERKA balanced cattle feed and quality fodder seed etc. are provided for
enhancingmilk production and economic development of farming community.2.3.3
Cattle induction programme:Government of Punjab has identified dairy sector as
thrust area for ruraldevelopment. Recently, Milkfed Punjab has signed memorandum
of understanding(MOU) with State Bank of India, State Bank of Patiala and Oriental
Bank of Commercefor providing loan up to Rs.50,000/- without any collateral
security to milk producerfarmers for purchase of milch cattle on soft terms and low
rate of interest.2.3.4 Clean milk production programme:For improving quality of raw
milk right from milk producers level, qmassive programme called CMP has been
launched under which 290 Bulk MilkCoolers have been installed in the societies and
many more in pipe line. Besides, morethan 1226 Automatic Milk Collection Stations
have been provided to the societies forbringing efficiency and total transparency in
the system. Traditional manual method ofmilk testing at society level is being
replaced with Electronic Milk Testers.2.3.5 Women dairy products:Household level
dairying is largely the domain of women especially insmall and marginal household
families. In view of this fact, Milkfed has undertakenWomen 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 & EmploymentProgramme (STEP) with the
installed a free milk-testing centre outside its main gate onfreozpur road.The
centre will be providing free milk testing facility from 9 am to 5 pmon all working
days, said Anup singh, general manager, verka milk plant. The companyis milling
over the idea to extend the facility even on Sundays.
46. It has asked consumers to get 250 ml of unpasteurized milk at the
tests,including for synthetic milk, done there. within ten to fifteen minutes a report
will behanded over to the consumer, said a company employee. In the past few
weeks, thehealth department has seized a huge quality of adulterated milk from
several shops in thecity. there is an increase in the supply of spurious and
adulterated milk in the market. soit was the need of the hour to open this kind of
center,Anup singh said. Due tounawareness and lack of facilities of getting milk
tasted, the residents had no option butto use be-level milk and its products, he
added. The verka milk plant receives about 2.50lakh liters of milk daily from 750
villages of Ludhiana district through villages-level milkcooprative socities,In the
last five months I have cancelled the contacts of many contractorswhose supply
was not up to the mark, anup singh.ualthrough there was a lot of politicalpressure
on me. I didnt bow to it and cancelled the contracts of 20 to 25 years
oldcontractors. The company says it tests the milk at milk cooprative socities first
and thenagain at verka milk plant just to rule out any adulteration in it.To keep a
strict vigil on private daily owners, anup singh said the companywas planning to
raid some private dairy owners along with the health authorities.We willtake
random milk samples from dairies and the health department will take strict
actionagainst those indulging in adulteration, he added.
47. Chapter-3RESEARCH METHODOLOGYObjectives of study:1. Comparison of verka
and another brand of beverages.2. To know the satisfaction level of customer with
the quality of verka beverages.3. To know reason for preferring verka beverages
than another by customers.4. To know the satisfaction level of customers with
availability of verka beverages.Research methodology:Research methodology is the
way to systematically solve the researchproblem .when we talk about research
methodology we not only talk about researchmethods but also talk about the logic
behind the method we use in the context of ourresearch thats why out research
result are capable of being evaluated either by theresearcher himself or by
others.The purpose of this section is to describe the methodology carried
outcomplete the work. The methodology plays a dominant role in any research work
.Theeffectiveness of any research work upon the correctness and effectiveness of
the researchmethodology.Research design:A research design is an arrangement of
conditions for collection & analysisof data in a manner that aims to combine
relevance to the research purpose with theeconomy in procedure .it constitutes the
blueprint for collection, measurement &analysisof data. I have used convenient,
analytical and descriptive methods.Research instruments:Questionnaire is most
common research instrument in collecting primarydata during marketing
research .A questions presented to respondents. Because of itsflexibility, the
some respondents are highly satisfied, many are satisfied, few aredissatisfied and
others are undecided.26.5359.1812.242.0500102030405060HighlysatisfiedSatisfied
Undecided Dissatisfied Highlydissatisfied
56. Q.4.6 Customer retentive about verka beverages?Options No. of respondents
PercentageYes 96 97.76No 2 2.06Total 98 100Above able indicates that more
respondents are retentive about verka beverages becauseof its brand image and
good quality.98%2%YesNo
57. 4.7 Customer get verka beverages from?Options No. of respondents
PercentageRetailers 72 73.47M.F. Store 20 20.41From other sources 6 6.12Total
98Above table indicates that more retailers purchase verka beverages from
retailers, anotherfrom manufacturing stores and few from other
sources.73.4720.416.1201020304050607080Retailers M.F. Store From other sources
58. 4.8 Preferred season from verka beverages?Options No. of respondents
PercentageSummer 40 40.81Winter 2 2.06Springs 2 2.06All seasons 54 55.13Total
98 100Above that indicates that mostly peoples prefer verka beverages in summer
and allseasons. Very few said that they prefer verka beverage in winter.40.812.06
2.0655.130102030405060Summer Winter Springs All seasons
59. 4.9 Satisfaction with availability of verka beverages at the outlets or retailers?
Options No. of respondents PercentageYes 96 97.96No 2 2.06Total 98 100It is
pertinent from above table that more people are satisfied with availability of
verkabeverages, because verka beverages are almost easily available to
customers.98%2%YesNo
60. 4.10 Satisfaction with quality of beverages?Options No. of respondents
PercentageYes 96 97.96%No 2 2.06%Total 98 100%Above table shows that mostly
people are satisfied with the quality of verka beverages,very few they are not
satisfied with the quality of verka beverages.962YesNo
61. Most liked feature in verka beveragesOptions No. of respondents
PercentageNutrients 22 22.44Taste and flavor 52 53.06Packing 6 6.12Cost 2
2.06Brand image 16 16.32Total 98 100%Above table shows mostly people liked
taste and flavor, some liked nutrients, very fewlike it for brand image, packing and
cost of verka beverage.22.4453.066.122.0616.320102030405060Nutrients Taste
and flavor Packing Cost Brand image
62. Q.4.12 Preference 4 different attributes of verka beverages?Nutrients % Taste %
Cost % Packing % Availability %Excellent 24 24.5 50 51 12 12.3 2 2.1 14 14.5Good
66 67.4 34 34.7 60 61.3 56 56.8 50 51Average 8 8.1 14 14.3 26 26.4 40 41.1 34
34.5Total 98 100 98 100 98 100 98 100 98 100Above table shows that respondents
like Nutrients, taste and cost of verka beverages.Availability and packaging is good,
but not excellent.010203040506070Nutrients Taste Cost Packing
AvailabilityExcellentGoodAverage