Final mm project

ACKNOWLEDGEMENT

I take this opportunity in expressing my sincere gratitude to my teachers, guide and
others who have helped me in completing my project work in particular and my
course in general.

First of all I would like to express my thanks to management of the dairy for
allowing me to complete my training there. I am thankful to Mr. Vijoy Kumar,
Management Director, who arranged my training programme in the organization.

I am thankful to Mr. Gyan Shankar Sir, Marketing Manager as well as my
training guide at Muzaffarpur dairy & Mr. Dhananjay Kumar, for his proper
guidance, co-operation and valuable suggestions. It would be difficult task to
complete this project report without his co-operation and guidance.

I am extremely thankful to my able guide Dr. J. John Adaikalan, (Asst.
Professor) Annamalai University, for his all along suggestions and dynamic
guidance to me.

And lastly that name who encouraged and assists me, every time in my life. He
always tries to boost up my morality therefore I easily overcome all hindrances.
That name goes to my loving parents and all family members.

[Manoj Prabhakar]

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TABLE OF CONTENT

CHAPTER TOPIC PAGE NO.

1. INTRODUCTION 3-32
a) Dairy industry profile
b) About the company
c) About the study
d) Objective of the study
e) Limitation of the study
2. RESEARCH METHODOLOGY 33-36
a) Study of the objective
b) Research design
c) Sampling technique
d) Sampling plan
e) Data collection methods
f) Methods of analysis
3. DATA ANALYSIS AND INTERPRETATION 37-61
a) Anova test
4. FINDING AND SUGGESTION 62-64
5. CONCLUSION 65-71
a) Bibliography
b) Appendix

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Chapter: 1

INTRODUCTION

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1.1 DAIRY INDUSTRY PROFILE:

Dairy enterprise is an important occupation of the farmer. In India, nearly
70% of the people depend on agriculture. It is the backbone of India. It is
mainly a rural occupation closely associated with agriculture. More than 2,445
million people economically active in agriculture in the world, probably 2/3
or even more ¾ of them are wholly or partly dependent on livestock farming.
India is endowed with rich flora & fauna & continues to be vital avenue for
employment and income generation, especially in rural areas. The dairy sector
in the India has shown remarkable development in the past decade and India
has now become one of the largest producers of milk and value-added milk
products in the world. The dairy sector has developed through co-operative in
many parts of the state. Traditionally, in India dairying has been a rural
cottage industry. Semi-commercial dairying started with the establishment of
military dairy farms and co-operative milk unions throughout the country
towards the end of the 19th century. In earlier years, many households owned
their own ‘family cow’ or secured milk from neighbors who had one. With the
increase in urban population fewer households could afford to keep a cow for
private use & moreover there were other problems also like the high cost of
milk production, problem of sanitation etc. restricted the practice; and
gradually the family cow in the city was eliminated and city cattle were all
sent back to the rural areas. Gradually farmers living near the cities took
advantage of their proximity to the cities & began supplying to the urban
population; this gave rise to the fluid milk –sheds we see today in every cities
of our country. Prior to the 1850s most milk was necessarily produced within
a short distance of the place of consumption because of lack of suitable means

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of transportation and refrigeration. The Indian Dairy Industry has made rapid
progress since Independence. A large number of modern milk plants and
product factories have since been established. These organized dairies have
been successfully engaged in the routine commercial production of
pasteurized bottled milk and various Western and Indian dairy products. With
modern knowledge of the protection of milk during transportation, it became
possible to locate dairies where land was less expensive and crops could be
grown more economically. In India, the market milk technology may be
considered to have commenced in 1950, with the functioning of the Central
Dairy of Aarey Milk Colony, and milk product technology in 1956 with the
establishment of AMUL Dairy, Anand. Indian dairy sector is still mainly an
unorganized sector as barely 10% of our total milk production undergoes
organized handling. Beginning in organized milk handling was made in India
with establishment of Military Dairy Farms. Handling of milk in co-operative
Milk Unions established all over the country on a small scale in the early
stages. Long distance refrigerated rail-transport of milk from Anand to
Mumbai since 1945 pasteurization and bottling of milk on a large scale for
organized distribution was started at Aarey (1950), Calcutta (Haringhata,
1959 ), Worli (1961), Madras(1963) etc. establishment of Milk Plants under
the Five-Year plans for Dairy Development all over India. These were taken up
with the dual object of increasing the national level of milk consumption and
ensuing better returns to the primary milk producer. Their main aim was to
produce more, better and cheaper milk.

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NATIONAL DAIRY DEVELOPMENT BOARD (NDDB):

The National Dairy Development Board was created to promote, finance and
support producer-owned and controlled organizations. NDDB’s programmes
and activities seek to strengthen farmer cooperatives and support national
policies are favorable to the growth of such institutions. Fundamental to
NDDB’s efforts are cooperative principles and the Anand pattern of
cooperation.

A commitment to help rural producers help themselves has guided the Dairy
Board’s work for more than 30 years. This commitment has been rewarded
with achievements made by cooperative dairies in milk production,
employment generation, and per capita availability of milk, foreign exchange
saving and increased farmer incomes.

The National Dairy Development Board (NDDB) has replaced exploitation
with empowerment, convention with modernity, stagnation with growth and
transformed dairying into an instrument for the development of Indian
farmers.

The National Dairy Development board was created in 1964 in response to
the Prime Minister Lal Bahadur Shastri’s call to “transplant the spirit of Anand
in many other places”. He wanted the Anand model of dairy development-
with institutions owned by rural producers, which were sensitive to their
needs and responsive to their demands-replicated in other parts of the
country.

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The Board’s creation was routed in the conviction that our nation’s socio-
economic progress lies largely on the development of rural India.

Thus NDDB’s mandate is to promote, finance and support producer-owned
and controlled organizations. NDDB’s programmes and activities seek to
strengthen farmer cooperatives and support national policies that are
favorable to the growth of such institutions.

NDDB believes that the 7,000-crore(Rs.70-billion) milk cooperative market is
getting much more competitive and wants to strengthen the position of
cooperatives through a multi- pronged action plan with an outlay of Rs. 800
crores (Rs.8-billion). This includes using MDFL to enter into 51:49 joint
venture companies with state cooperative federations to assist them with
marketing value added products and to help them in other ways to become
self-reliant enterprises.

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Co-operative companies playing in Dairy industry and its brands:

STATES CO-OPERATIVE UNIONS BRANDS
Andhra Andhra Pradesh Dairy Development co- Vijaya
Pradesh operative Federation Limited(APDDCF)
Bihar Bihar State Co-operative Milk Producers Sudha
Federation Limited(COMPFED)
Gujarat Gujarat Co-operative Milk Marketing Amul,Sagar
Federation Limited(GCMMF)
Haryana Haryana Dairy Development co-operative Vita
Federation Limited(HDDCF)
Himachal Himachal Pradesh State Co-operative Milk
Pradesh Producers Federation Limited (HPSCMPF)
Karnataka Karnataka Co-operative Milk Producers Nandini
Federation Limited(KMF)
Kerala Kerala State Co-operative Milk Marketing Milma
Federation Limited (KCMMF)
Madhya Madhya Pradesh state Co-operative dairy Sanchi,
Pradesh Federation Limited(MPCDF) Shakti,Sneha
Orissa Orissa State Co-operative Milk Producers Omfed
Federation Limited (OMFED)
Utter Pradeshik Co-operative dairy Federation Parag
Pradesh Limited(PCDF)
Punjab Punjab State Co-operative Milk Producers Verka
Federation Limited(MILKFED)

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Rajasthan Rajasthan Co-operative Dairy Federation Saras
Limited(RCDF)
Tamil Nadu Tamil Nadu Co-operative Milk Producers Aavin
Federation Limited(TCMPF)
West West Bengal Co-operative Milk Producers Benmilk
Bengal Federation Limited(WBCMPF)
Goa Goa State Co-operative Milk Producers Union Goadairy
Limited
Jammu Jammu Co-operative Milk Producers Jamfed
Federation Limited
Pondicherry Pondicherry Co-operative Producers Union Ponlait
Limited
Sikkim Sikkim Milk Producers Union Limited Sikkimilk

Tripura Tripura Co-operative Milk Producers Union Gomati
Limited

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1.2 ABOUT THE COMPANY:-

Tirhut Dugdh Utpadak Sahkari Sangh Limited, Muzaffarpur Dairy, Bihar is the
largest milk union in the eastern part of India- an industrially deprived region,
14th January ,1991 was the day when Muzaffarpur dairy was handed over by
Bihar State Cooperative Milk Producers Federation limited (COMPFED) to
management of Milk Union.

The cooperative dairying, in the region encompassing Muzaffarpur, Sitamarhi,
sheorhar, Motihari, Bettiah, Siwan and Gopalganj district, was in the
doldrums. Production had stagnated and per capita consumption was falling
down. Farmers in the villages, involved in dairying as an occupation, were
compelled to sell milk to middle man at low prices because of the absence of
the effective regulatory market intervention. In this worsening scenario the
farmers of the region, under the influence of the milk union decided to form
dairy cooperatives and sell the milk directly to the cooperative instead
through the middle man route. Forming of cooperative offered its own
difficulties, here was an illiterate farming community being told to form a
modern cooperative and market their milk directly, It also met with
opposition from local operators, the middleman that it employed. The co-
operative struggled against all odds for year and it survived, and eventually it
thrived. Previously the milk procurement was as low as 30 TKPD and the lean
flush ratio was 1:2.5.

Today there are more than 61000 farmers who are members of 1092 village
dairy cooperative societies pour milk in DCS. From a total procurement of
0.90 million tons from our DCS in 1992, the production has gone up to more

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than 6.0 million tons in the last one decade or so. This means that crores of
rupees as on today is flowing back into the rural economy directly to benefit
the poorest of the region who were earlier tend to migrate to other states
(mainly Punjab, Haryana) in search of their bread and butter. As on today
about Rs.5-6 crores is being pumped to the rural village from our union
against purchase of milk in each month.

Tirhut Dugdh Utpadak Sahkari Sangh Limited, Muzaffarpur Dairy, Bihar
created modern value – Added processing and production facilities. It has a
range of delicious Indian sweets under the brand name of “SUDHA” in its fold
viz Rasgula, Gulabjamun, Peda, Kalakand, Milk cake, Misthi Dahi, Sweetened
condensed milk product called Sudha Special, Paneer. Now “SUDHA” has been
the synonymous of quality in the area of milk and milk products and has
become household name in the eastern part of the country. Two new fresh
products i.e. Ramdana Lie and Kaju Barfi have been introduced recently. Their
demand in market is very much encouraging.

Request for Technology transfer for Indigenous milk products by Mother
Dairy, Delhi speaks about our competency in area of product development.
Tirhut Dugdh Utpadak Sahkari Sangh Limited, Muzaffarpur Dairy, Bihar has
first introduced Peda making machine in this part of region to cater to need of
grooming demand of desiccated milk products.

Modern technologies in animal breeding and feeding have been adopted by a
significant number of farmers. The conditions for long term growth in
procurement have also been created. Technical input services including
artificial Insemination, balanced cattle feed/bypass proteins fed, better fodder

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varieties and emergency veterinary health services have not only helped in
raising and sustaining milk production but have also ensured a better quality
of life in the village. All these could happen because farmer’s productive
capacity has been linked with professional management in fine tuning.

When farmer have structure like Tirhut Dugdh Utpadak Sahkari Sangh
Limited, Muzaffarpur Dairy at their command with the close assistance of
efficient professional management, they have the means to ensure that the
fruits of science and technology reach all those who benefits. It is only when
such structures exist those farmer’s develop confidence getting an assured
remunerative price for their produce. This is turn stimulated investment in
productivity. Further, farmers also demand the delivery of services and inputs
they need to realize returns on their investment. Such structure can perhaps
educate farmers to the fragile nature of the environment and the need to
conserve it.

Tirhut Dugdh Utpadak Sahkari Sangh Limited, Muzaffarpur Dairy, Bihar has
been identified by NDDB as one of the largest milk union in Eastern India
where clean milk Production scheme has been launched. Now village
cooperatives in a village are a clean well and orderly placed. The villages are
cleaner, better-fit and more orderly before our cooperatives began to operate.
When the people of a village see cleanliness, sanitation, hard work and
discipline in the cooperative and when they know that the cooperative serves
them well, does it not lead them to bring more of these qualities in to their
own life?

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Besides rural employment the union gas also created urban employment
significantly by engaging dealers and retail outlet for its variety of wholesome
products.

The Muzaffarpur Dairy has adjudged the best performing dairy for the year of
1997-98. Cost reduction and technology Management, Modernization of
process and plant technology, quality assurance program leading to ISO
9000:2000 and HACCP certification, high tech information management and
high profile human resource Management, all are measures under way to
update the technology available to rural producers / our employees / our
customers / our suppliers / our dealer / our retailer /all one associates direct
or indirect and so further improve their socio – health.

The union has been conferred with “National Industries Excellence Award” by
world economics process society (WEPS) new Delhi for its contribution in
Samman puruskar by Indian economic development and research association
(IEDRA) New Delhi for its significant contribution towards socio- economic
growth of rural India by providing rural employment The impact of Tirhut
Dugdh Utpadak Sahkari Sangh Limited, Muzaffarpur Dairy, Bihar, established
in the region, resulted “Pride of India” award, International Gold star
Millennium Award & Kohinoor Award conferred to its managing Director.

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Tirhut Dugdh Utpadak Sahkari Sangh Limited, Muzaffarpur Dairy, Bihar

At a Glance

1. Year of Establishment 1982

2. Initial Plant Capacity 25000 Liters

3. Present Plant Capacity 100000 Liters

4. Handling Capacity 65000 Liters

5. Storing Capacity 127000 Liters

Chilling Centers at TIMUL

1. Sitamarhi 15000 LPD
2. Motihari 15000 LPD
3. Gopalganj
4. Sahebganj
5. Bettiah 15000 LPD

Numbers of Tankers

1. Small tankers 12
2. Big tankers 7

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Marketing areas

 Muzaffarpur
 Motihari
 Bettiah
 Raxaul
 Sitamarhi
 Gopalganj
 Siwan
 Sahebganj

Organized DCS: 949

Mode of Disposal: Rail & Road Milk Tanker

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HISTORY OF COMPFED

The Bihar State Co-operative Milk Producers Federation Ltd. (COMPFED) was
established in 1983 as the implementing agency of operational flood
programme of dairy development on “Anand” pattern in Bihar.

Area of Operation

There are six district level Milk producers Co-operative Unions affiliated to
the Milk Federation. These milk unions are covering twenty –six districts and
in addition five districts are being covered by the Federation.

1. Vaishali Patliputra Milk Union, Patna: - Patna, Vaishali, Nalanda, Saran
and Siwan districts.

2. DR Milk Union, Barauni: - Begusarai, Khagaria, Lakhisarai, Shekhpura and
some village of Munger and Saharsa districts.

3. Tirhut Milk Union, Muzaffarpur: - Muzaffarpur, Sitamarhi, Sheohar, E.
Champaran and Bettiah districts.

4. Shahabad Milk Union, Arrah: - Bhojpur, Buxar, Kaimur and Rohtas districts.

5. Mithila Milk Union, Samastipur: - Samastipur, Darbhanga and Madhubani
districts.

6. Bhagalpur Milk Union, Bhagalpur: - Bhagalpur, Munger, Banka and Jamui
Districts.

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The Milk Federation has already taken up organization of Dairy Co-operative
Societies (DCS) in the districts of Gaya, Jahanabad, Arwal, and Nawada under
Magadh dairy project and work has been initiated in Saharasa, Supaul and
Madhepura districts. However, kosi dairy project will be covering Kishanganj,
Katihar, Purnia and Araria districts also.

The districts of East and West Singhbhum, Ranchi, Bokaro and Dhanbad now
in Jharkhand are being covered by the dairies directly under the control of
Milk Federation for the supply of milk and milk products to the urban
consumers in these cities. Procurement of milk has been taken up in Ranchi
districts only.

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Fresh Milk Products of MUZAFFARPUR DAIRY

PRODUCT PACKING

LASSSI 200gm,

RASGULLA 250 gm,500gm,7kg,18kg

GULABJAMUN 500gm,7kg,18kg

DAHI 100 gm,7kg,18kg

PANEER 200gm,400gm

SUDHA SPECIAL 250gm,
RABRI 100gm,
Ramdana lie 100gm,

Kaju Barfi 250gm,500gm

Khoa methai 250gm
Ghee 500gm

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MILK AND MILK PRODUCTS

Our products are available in market under brand name “Sudha”. These
products are produced keeping in view the taste and preferences of
consumers. Our main products are as follows:-

Milk:-

 Sudha cow milk
 Sudha gold milk
 Sudha shakti milk
 Sudha healthy milk
 Sudha smart milk
 Sudha lite milk

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Milk Products:-

 Sudha Ghee
 Sudha Ice-Cream
 Sudha Misti-dahi
 Sudha Peda
 Sudha Paneer
 Sudha special
 Sudha Kalakand

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 Sudha Rasogulla
 Sudha Gulabjamun
 Sudha Plain-curd
 Sudha Ledikeni
 Sudha Balusahi

New Product Launches:-

 Sudha cool sip
 Sudha Mattha
 Sudha milk honey
 Sudha milk powder

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SALES (PERCENTAGE OF MARKET SALES QUALITY WISE):-

 TOND MILK 27% (Approx)

 DOUBLE TOND MILK 15% (Approx)

 STANDERD MILK 35% (Approx)

 GOLD 15% (Approx)

 COW MILK 08% (Approx)

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1.3 ABOUT THE STUDY:

A THEORETICAL ASPECT OF MARKETING PROSPECT:

One of the challenging tasks faced by an industrial firm is the development
and marketing new industrial products. Though new product development is
complex and difficult, it is a valid and necessary task for a profitable growth of
a firm. It tests a firm’s market knowledge, technical competence, financial
strength, and ability to complete. Unless products that have entered the
decline stage are replaced by new products a firm cannot expect to maintain
its profitability and growth.

CLASSIFICATION OF NEW PRODUCTS:

1.) New to the world products: new products that create an entirely new
market.
2.) New product line: new products that allow a company to enter an
established market for the first time.
3.) Additions to existing product line: new products that supplement
established product lines (package size, flavors etc.)
4.) Improvements and revisions of existing product: new products that
provide improved performance or greater perceived value and replace
existing products.
5.) Repositioning: existing products that are targeted to new markets or
market segments.
6.) Cost reductions: new products that provide similar performance at
lower cost.

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 THE NEW PRODUCT DEVELOPMENT PROCESS:

The process by which potential products ideas are generated, evaluated,
directed, and turned into products is called the New- product
development process. We shall consider seven stages in the new
product development process, although it can be described in a verity of
other ways with more and less number of stages. The seven stages of
new-product development process are:
(1) Idea generation
(2) Screening of ideas
(3) Concept testing
(4) Business analysis
(5) Product development
(6) Test marketing
(7) Commercialization.

(1). Idea generation:
The focus in this first stage is on searching for new product ideas. Few
ideas generated at this stage are good enough to be commercially successful.
New product ideas come for a verity of sources. An important of new product
ideas is customers. Fundamentally, customer needs and wants seem to be the
most fertile and logical place to start looking for new product ideas. This is
equally important for both personal consumers and industrial customers.

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Product planning starts with the creation of product ideas. The
continuous search for new scientific knowledge provides the clues for
meaningful idea formation.

 Internal Sources of New Product Ideas:
 Research and Development (R&D) Department
 Technical Service Staff
 Company Salesman
 Executive Personnel
 Top Management
 Company Patent Department
 From Employees Suggestions, etc.
 External Sources of New Product Ideas :
 Consumers
 Competitors
 Consulting Organizations
 Advertising Agencies
 Government Agencies
 Distributers
 Wholesalers and Retailers
 Free lance inventors.

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(2). Screening of Ideas:
After collecting the product ideas, the next stage is screening of these
ideas. The main object of screening is to abandon further consideration of
those ideas which are inconsistent with the product policy of the firm. The
product ideas are expected to be favorable and will give room for the
consumer satisfaction, profitability, a good market share, firm’s image etc. All
the ideas cannot be accepted, because certain product plans need huge
amount of investments, for certain plans raw materials may not be available,
certain plans may not be practicable etc. Many of the ideas are rejected on
account of many reasons and thus eliminate unsuitable ideas. Only promising
and profitable ideas are picked up for further investigation.

(3). Concept Testing:
After the new product idea passes the screening stage, it is subjected to
‘concept testing’. Concept testing is different from test marketing, which takes
place at a large stage. What is tested at this stage is the product concept itself-
whether the prospective consumers understand the product idea, whether
they are respective towards the idea, whether they actually need such a
product and whether they will try out such a product if it is made available to
them. In fact, in addition to the specific advantage of getting the consumers
response to the product idea, this exercise incidentally helps the company to
bring the product concept into clearer focus. Concept testing helps the
company to choose the best among the alternative product concepts.
Consumers are called upon to offer their comments on the precise written
description of the product concept, viz, the attributes and expected benefits.

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(4). Business Analysis:
The purpose of business analysis is to develop estimated projections of the
sales, costs, and profitability of the proposed new product over 5-7 years. It is
a detailed analysis in terms of
 Required investment in plant, equipment, working capital, and
market development;
 Market potential, sales forecast, customer and competitive analysis;
 Costs of product development, manufacturing and marketing the
product;
 Likely price levels, profitability and return on investment, and so
on.
It is not a right decision to assign the task of business analysis to those
persons who have either proposed the new product idea or who are
advocating its acceptance, because of their excessive optimism or having
vested interest. Either management consultants or the corporate planning
staffs, who have experience and skills in strategic planning, marketing,
finance, engineering and production, could be given the task of business
analysis. If the projected sales and profits satisfy the company’s long term
objectives or goals, then the new product concept moves to the next of
product development. It should be noted that the projections made in
business analysis may be revised if new information comes in.

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(5). Product Development:
Product development is a process in which engineers and technicians
create the desired product. The R & D department develops one or more
prototypes of the product concept. The development of a prototype will
confirm or negate its ability to produce the product with in the cost estimates
and performance parameters previously established. The marketing
department must inform the R & D department about the needs of the
customers in term of product performance and the cost estimates, based on
the customer’s reactions on the concept testing carried out earlier. The R & D
departments challenge is to achieve both the performance and the cost
objectives.
In today’s fiercely competitive market, developing a new product or a new
technology is not enough, how fast the new product is developed and
launched in the market is very critical. Conventional development engineering
cycle consists of:

Design Process Engineering Tooling Manufacturing

Final product Testing
(If there is no failure during testing). The possibility of reducing this cycle to
half and for speeding up the development, a concept of concurrent
engineering is practice. It uses hi-tech computer hardware and software tools,
in conjunction with high speed satellite communication to design, test,
process engineer, manufacture tolling, and so forth, simultaneously instead of

28

in a long sequence. All this is done to ensure that new products are developed
and launched in the market before the competitors.

(6). TEST MARKETING:
In industrial marketing, market testing is done by using different methods.
These are alpha and beta testing, introduction of new product at trade shows,
testing in distributer/dealer showrooms, and test marketing. The choice of the
method of testing depends on the size and cost of the product in a short span
of time.
Alpha testing consists of testing the products which are high priced or new
technologies, internally in the company. The product is done to evaluate the
performance parameter and operating costs. If the results of an in-company
testing are satisfactory, the company will go for the second stage of beta
testing at the potential user sites. The sales marketing people should identify
the user firms who would permit confidential testing of the new product at
their factories. The marketing and technical people should observe how the
user firms use the product, if any problems are faced while using the new
product, and interact with the user firm’s technical and other members. If the
numbers of users of the new product are small, product testing at relatively
few user sites may suffice. However, in case of large number of industrial
users, the result of product testing at few users site may be difficult to
generalize.
If market testing of the new product gives adequate information to decide on
launching the new product, the company management decides to go ahead
with commercialization.

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(7).COMMERCIALIZATION:
A product is commercialized or launched when it is introduced to a target
market. It involves implementation of the various activities developed in an
action plan as a part of the marketing plan. The activities include training of
sales force, product catalogues, price list introductory advertisements,
adequate stocks at the company warehouses and /or with
dealers/distributors, customer service, and so on. In order to ensure proper
co-ordination and timely completion of many activities involved in launching
a new product, industrial marketers can use critical path method (CPM)
network technique. The marketing activities have to be synchronized with
production to ensure market entry timing.
In launching a new product, the company must make four decisions:
(A) When should the product to be launched?
 Right time.
(B) Where should it be launched?
 A single locality,
 A region or
 National market.
(C) Which group should be targeted?
 Existing customers.
(D) How should it be launched?
 Develop an action plan for introducing the new product into the
rollout markets.

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 Consider the following before launching a new product:
 Effective market research
 Identification of consumer needs
 Effective promotion
 Proper distribution system
 Correct pricing strategy
 Knowledge of local needs
 Choose correct time

1.4 OBJECTIVES OF THE STUDY:

The following objectives are studied for this project work:

 To find which type of Soan Papri people like most.
 To find what are the factors affecting the sales of Soan Papri.
 To find which media is most effective to promote Sudha Soan Papri.
 To find which size of packaging is most effective in the market.
 To study the level of consumers awareness towards Sudha milk
products.
 To find the target market for Sudha Soan Papri.

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1.5 LIMITATIONS OF THE STUDY:

Every study is conducted under some limitations. This study is also no
exception. Main limitations of the study are as follows:-

 Due to fast changing marketing environment the analysis may not hold
good for a long time.
 Due to the lack of time, during this limited period the study may not be
detailed full-fledged and useful in all aspects.
 It was very challenging to convince people to participate in interview.
 There was the limited time available each day and lots of tasks had to
complete in a day like preparing a reports, conducting surveys etc.

32

CHAPTER-2

RESEARCH METHODOLOGY

33

METHODOLOGY:

Methodology is a systematic way to undertake the study. It may be
understood as a science of studying how study is done. In fact, success of the
research project depends entirely on the data and therefore the methods
employed in the collection of the data.

STUDY OBJECTIVE:

The main objective of the study is to understand the business
environment of Sudha Soan Papri in Motihari, to know the marketing prospect
of Sudha Soan Papri.

RESEARCH DESIGN:

Research design indicates the methods of research i.e., the methods of
gathering information and methods of sampling. Research design in the study
is descriptive analytical research. It is designed to describe something, such as
demographic characteristics or who use the product.

SAMPLING TECHNIQUE:

The sampling techniques involved in this project are convenience sampling
technique. The respondents were interviewed at various places like residence
and outlet shop of milk products.

34

SAMPLING PLAN:

1. Sampling unit: sampling unit consist of only consumers, it mainly
comprises of consumers in Motihari.
2. Sampling method: convenience sampling method.
3. Sample size: It consists of 100 consumers.

DATA COLLECTION METHODS:

1.) Primary Data:

In this method the various information are gathered for the very first
time or we can say that it is a way of getting first hand information.
Primary data is gathered by interview, questionnaire. This primary data
collection was major part of field survey.

2.) SECONDARY DATA:

Data which are already available and it may provide ready information
relevant to the study is called secondary data.

The information collection process and methodology which I followed
secondary data with the help of Internal source (Life history, Letters,
Diaries and Memory), External Sources (Book, Business Journals,
Websites etc.) and other such modes of information generation.

35

QUESTIONNAIRE DESCRIPTION:

The questionnaire was prepared consisting of structured and non-disguised.
The questions were logically and sequentially arranged in the questionnaire
so the proper and authentic information can be obtained from the
respondents without any anomalies from the part of the respondents
provided corrects response can obtained.

METHODS OF ANALYSIS:

In order to analysis the data obtained from questionnaire various
statistical tools were used like the average, percentage, charts and ANOVA
test were used.

ANOVA:

Analysis of variance (ANOVA) is an extremely useful technique concerning
researches in the field of economics, biology, education, psychology, sociology,
business/industry and in researches of several other disciplines. Through
ANOVA technique one can, in general, investigate any number of factors which
are hypothesized or said to influence the dependent variable. Under the one-
way ANOVA, we consider only one factor and then observe that the reason for
said factor to be important is that several possible types of samples can occur
within that factor.

36

CHAPTER: 3

DATA ANALYSIS

AND INTERPRETATION

37

Table:-1

Gender of respondents

Gender category No. of respondents
Male 80
Female 20
Total 100
Graph:-1

Gender of respondents

Female
20%

male
80%

The above table and chart shows that out of the total 100 respondents 80% are
male and the rest 20% are female. So, most of the respondents are male.

38

Table:-2

AGE GROUP OF RESPONDENTS

Age category No. of respondents
10-20 Years 6
20-30 Years 49
30-50 Years 36
above 50 years 9
Total 100
Graph:-2

AGE GROUP OF RESPONDENTS

above 50 years 10-20 Years
9% 6%

30-50 Years
36% 20-30 Years
49%

The above table and chart shows that 49% respondents fall in the category of age
group 20 to 30 years, 36% are 30 to 50 years of age, 6% respondents are 10 to 20
years of age and rest 9% respondents are above 50 years of age. It is therefore
inferred that the age group 20 to 30 constitute the maximum number of
customers who come for purchasing milk products.

39

Table:-3

OCCUPATION OF RESPONDENT

Occupation category No. of respondents
Student 28
Government employee 12
Private employee 35
Business 13
unemployed 12
Total 100
Graph:-3

OCCUPATION OF RESPONDENT

unemployed Student
12% 28%
Business
13%

Private Government
employee employee
35% 12%

The above table and chart shows that out of the total respondents 35% are in
private job 12% are in government job 13% are in business 28% respondents are
students and remaining 12% are unemployed. So, majority of the respondents are
private employee.

40

Table:-4

TASTED SOAN PAPRI

Tasted soan papri No. of respondents
Yes 91
No 9
Total 100

Graph:-4

TASTED SOAN PAPRI

No
9%

Yes
91%

The above table and chart shows that out of the total respondents 91%
respondents have tasted Soan Papri and remaining 9% respondents have not
tasted Soan Papri.

41

Table:-5

PURCHASE TYPE OF SOAN PAPRI

Type of soan papri No. of respondents
Loose 4
Branded 51
Packed & Branded 43
Other specify 2
Total 100

Graph:-5

PURCHASE TYPE OF SOAN PAPRI

Other Loose
specify 4%
2%

Packed &
Branded
43%
Branded
51%

The above table and chart shows that out of the total respondents 51% are
purchasers of branded soan papri 43% are packed and branded 4% are loose
purchasers and remaining 2% of respondents buy in other forms. So, majority of
the purchases branded soan papri.

42

Table:-6

PREFERED SOAN PAPRI

Brand No. of respondents
Amul 37
Haldiram 31
Bikaji 18
Any other 14
Total 100

Graph:-6

PREFERED SOAN PAPRI

Any other
14% Amul
Bikaji 37%
18%

Haldiram
31%

On the brand of soan papri 37% of respondents are of the opinion that they are
consumers of Amul, 31% are consumers of Haldiram, 18% are consumers of Bikaji
and rest 14% are consumers of other brands. From the above data is comes as an
inference that Amul is the most preferred brand of soan papri among customers.

43

Table:-7

NATURE OF SOAN PAPRI

Types No. of respondents
Vegetable oil 12
Pure ghee 88
Total 100

Graph:-7

NATURE OF SOAN PAPRI

Vegetable oil
12%

Pure ghee
88%

The above table and chart shows that out of the total respondents 88% like pure
ghee of soan papri and remaining 12% respondents like vegetable oil’s soan papri.

44

Table:-8

LIKING TOWERDS FLAVOURED SOAN PAPRI

Like No. of respondents
Yes 83
No 17
Total 100

Graph:-8

LIKING TOWERDS FLAVOURED SOAN PAPRI

No
17%

Yes
83%

respondents like flavored soan papri and remaining 17% respondents don’t like
flavored soan papri.

45

Table:-9

OPINION ABOUT PREFERED FLAVOUR

Flavours No of respondents
Elichi Flavour 47
Orange flavor 21
Mango flavor 11
Chocolate flavor 9
Any other 12
Total 100

Graph:-9

OPINION ABOUT PREFERED FLAVOUR

Chocolate Any other Elaichi Flavor
flavor 12% 47%
9%

Mango flavor
11%

Orange flavor
21%

The above table and chart shows that out of the total respondents 47% prefer for
Elichi flavor, 21% prefer for Orange flavor, 11% prefer for Mango flavor, 9% prefer
for chocolate flavor and rest 12% prefer for any other flavors of soan papri.

46

Table:-10

CRITERIA OF SELECTION

Factors No. of respondents
Taste 18
Brand 29
Availability 19
Price 7
Quality 27
Total 100
Graph:-10

CRITERIA OF SELECTION

Quality Taste
27% 18%

Price
7%

Brand
Availability 29%
19%

consumers are select soan papri on the basis of brand, 27% are select on the
basis of quality, 19% are select on the basis of availability, 18% are select on
the basis of taste and remaining 7% are select on the basis of price.

47

Table:-11

USAGE OF SUDHA PRODUCTS

Usage No. of respondents
Yes 84
No 16
Total 100

Graph:-11

USAGE OF SUDHA PRODUCTS

No
16%

Yes
84%

On the usage response it comes as inference that 84% of the total respondents
are user of Sudha products and rest 16% are non users of Sudha products.
There it may be said that Sudha has a dominant purchase in the Motihari as
84% of total respondents are users of Sudha products.

48

Table:-12

INFLUENCING FACTORS OF PURCHASE

Influencing factors No. of respondents
Product quality 38
Price value 15
Brand 27
Design 3
Availability 17
Total 100
Graph:-12

INFLUENCING FACTOR OF PURCHASE

Product
Availability
quality
17%
38%
Design
3%

Brand
Price value
27%
15%

respondents are influence on the basis of product quality, 27% on the basis
of brand, 17% on the basis of availability, 15% on the basis of price value and
remaining 3% are influence on the basis of design of the product.

49

Table:-13

OPINION ON SATISFACTION OF PACKAGING

Opinion No. of respondents
Very good 41
Good 58
Poor 1
Total 100

Graph:-13

OPINION ON SATISFACTION OF PACKAGING

Poor
1%

Very good
41%

Good
58%

The above table and chart shows that out of the total respondents 58% says
that good, 41% very good and rest 1% say poor. So, majority of the
respondents are satisfied with packaging.

50

Table:-14

QUALITY OF SUDHA PRODSUCTS

Satisfaction level No. of respondents
Highly satisfied 32
Satisfied 52
Neutral 13
Dissatisfied 2
Highly Dissatisfied 1
Total 100

Graph:-14

QUALITY OF SUDHA PRODSUCTS

Dissatisfied Highly
Neutral 2% Dissatisfied
13% highly satisfied
1%
32%

Satisfied
52%

satisfied, 32% are highly satisfied, 13% are neutral, 2% are dissatisfied and
rest 1% are highly dissatisfied with quality of Sudha products.

51

Table:-15

AWARENESS OF LAUNCHING SOAN PAPRI

Aware No. of respondents
Yes 84
No 16
Total 100

Graph:-15

AWARENESS OF LAUNCHING SOAN PAPRI

No
16%

Yes
84%

aware and rest 16% not aware that Sudha dairy is going to launch soan papri.

52

Table:-16

FEEDBACK OF MEDIA

Media No. of respondents
Electronic 17
Print 45
Outdoor 26
Any other 12
Total 100
Graph:-16

FEEDBACK OF MEDIA

Any other Electronic
12% 17%

Outdoor
26%

Print
45%

aware through Print media, 26% through Outdoor media, 17% through
Electronic media and rest 12% aware through any other media.

53

Table:-17

PREFER TO SUDHA SOAN PAPRI

Prefer No. of respondents
Yes 87
No 13
Total 100

Graph:-17

PREFER TO SUDHA SOAN PAPRI

No
13%

Yes
87%

prefer Sudha soan papri and rest 13% respondents are not prefer Sudha soan
papri.

54

Table:-18

OPINION ABOUT PACKAGE SIZE

Packaging size No. of respondents
100 gm 5
250 gm 18
500 gm 51
Above 500 gm 26
Total 100
Graph:-18

OPINION ABOUT PACKAGE SIZE

Above 500 gm
26% 100 gm 250 gm
5% 18%

500 gm
51%

On package size 51% respondents are of the opinion that they would prefer
500 gm, 18% prefer 250 gm, 5% prefer 100 gm and the rest 26% preferred
above 500 gm size of soan papri. In terms of packaging, 500 gm is the
preferred quantity by maximum number of respondents, while above 500 gm
package is the second most preferred packaged quantity.

55

Table:-19

OPINION ABOUT THE PRICE

Price No. of respondents
Equivalent to Amul 18
Equivalent to Haldiram 9
Equivalent to Bikaji 13
Less than above 60
Total 100

Graph:-19

OPINION ABOUT THE PRICE

Equivalent to
Amul
18%

Equivalent to
Haldiram
9%

Less than Equivalent to
above Bikaji
60% 13%

On price parameter 18% of respondents wanted the price to be equivalent to
Amul, 13% wanted it to be equivalent to Bikaji, 9% wanted it to be equivalent
to Haldiram while 60% expected it to be less than others. It comes as result
from the above data that most customers expect the pricing of product to be
less than all the reputed existing brands.

56

Table:-20

ASSOCATION BETWEEN INFLUNCING FACTOR AND AGE

One-way ANOVA
Sum of ON Mean
Squares df Square F Significance
Between Groups
3.102 4 .776 1.421 .233(NS)

Within Groups
51.858 95 .546

Total
54.960 99

Ho: there is no significant difference of opinion on the influencing factors of
soan papri on the basis of age among the respondents.

INTERPRETATION:

The tabulated value is 0.233 which is greater than 0.05. Therefore, the
influencing factor of soan papri is associated with the age among the
respondents. Hence, the null hypothesis is rejected.

58

Table:-21

ASSOCATION BETWEEN OPINIONS ABOUT THE QUALITY AND AGE

One-way ANOVA
Sum of Mean
Between
.280 4 .070 .121 .974(NS)
Groups
Within
54.680 95 .576
Groups
Total
54.960 99

Ho: there is no significant difference of opinion about the quality of Sudha
products on the basis of age among the respondents.

INTERPRETATION:

The tabulated value is 0.974 which is greater than 0.05. Therefore, the opinion
about the quality of Sudha products is associated with the age among the

59

Table:-22

ASSOCATION BETWEEN SELECTION CRITERIA AND GENDER

One-way ANOVA

Sum of Mean
Between
1.002 4 .250 1.586 .184(NS)
Groups
Within
14.998 95 .158
Groups
Total
16.000 99

Ho: there is no significant difference of selection criteria of soan papri on the
basis of gender among the respondents.

INTERPRETATION:

selection criteria of soan papri are associated with the gender among the

60

Table:-23

ASSOCATION BETWEEN INFLUNCING FACTOR AND QUALITY OF SUDHA
PRODUCTS

One-way ANOVA

Sum of Mean
Between
6.465 4 1.616 .759 .555(NS)
Groups
Within
202.375 95 2.130
Groups
Total
208.840 99

Ho: there is no significant difference of influencing factor of soan papri on the
basis of quality of Sudha products.

INTERPRETATION:

influencing factor of soan papri is associated with the quality of Sudha
products. Hence, the null hypothesis is rejected.

61

CHAPTER: 4

FINDING AND SUGGESTION

62

FINDING

 Most of the customers are aware that Sudha dairy is going to launch
soan papri.
 Male respondents constituted 80% of total respondents.
 It is found that out of the total respondents 35% respondents are in
private job.
 49% respondents are belongs to age group 20 to 30 years.
 It is found that 91% respondents have tested soan papri.
 51% respondents purchase branded soan papri.
 Majority 88% respondents like pure ghee of soan papri.
 It is found that 87% respondents like flavoured soan papri.
 84% respondents are user of Sudha products.
 51% respondents are preferred from 500 gm of packaging size.
 45% respondents are aware through the print media.
 58% respondents say that the packaging of products is good.
 29% respondents select soan papri on the basis of brand.
 52% respondents are satisfied with quality of Sudha products.
 It is found that 87% respondents are preferred to Sudha soan papri.

63

SUGGESTION

 Have also come to know from the survey that people want pure and
easily available product. In other words it can be said that consumers
favors those products that are widely available at the retail counter.
 The company should arrange social as well as cultural programme in
the sales territory.
 84% respondents are users of Sudha products, in order to convert 16%
of the respondents, into regular customers; the company should
promote products by offering discounts.
 Provide home delivery and credit term facility to the consumers.
 Most of the people on whom survey was conducted are satisfied with
Sudha products, so company retains its brand image.

64

CHAPTER: 5

CONCLUSION

65

In simple terms market prospective means to reach a product and services is
used or consumed by in the consumers in a well defined market segment
with in a definite period of time. It means how deeply the product is able to
establish itself in a market and what percentage of Sudha soan papri
customer in MOTIHARI market was conducted for Tirhut Dugdh Utpadak
Sahkari Sangh ltd, Muzaffarpur. Where the product is Sudha soan papri which
the company is going to launch in coming winter season. The market is
divided in several categories to identify the uses level of the Sudha soan papri
and to get there feedback on the Sudha soan papri they are using. The
conclusion was basically drowned on the basis of surveys which consist of a
set of questionnaire followed by the personal interview of the respondent.

66

REFERENCES

BIBLIOGRAPHY:

 Philip kotler, Kevinkeller, Abraham Koshy and Jha, Marketing
Management, 12th Edition, Pearson Education, New delhi,2007.
 Kothari, C.R. Research Methodology, New Age International (P)
ltd, New Delhi, 2004.
 S.L.Gupta, Product management, wisdom Publications, Delhi,2009
 Indian Dairy Annual Report,2010
 www.indiandairy.com/editoria
 www.compfed.co.in
 www.sudha.com

67

A STUDY ON MARKETING PROSPECT OF SUDHA SOAN PAPRI IN
MOTIHARI DISTRICT

NAME: --------------------------------------------------------

Mob no: -----------------------------------------------------------------

Address--------------------------------------------------

1. Gender:

(A.) Male [ ] (B.) Female [ ]

2. Age:

(A.) 10-20 years [ ] (B.) 20-30 years [ ]

(C.) 30-50 years [ ] (D.) above 50 years [ ] .

3. What is your occupation?

(A.) Student [ ] (B.) Government employee [ ]

(C.) private employee [ ] (D.) Business [ ]

(E.) Unemployed [ ]

4. Have you tasted Soan Papri?

(A.) Yes [ ] (B.) No [ ].

5. Which type of Soan Papri you purchase?

(A.) Loose [ ] (B.) Branded [ ]

(C.) Packed & Branded [ ] (D.) Other specify [ ]

69

6. Which brand of Soan Papri do you like most?

(A.) Amul [ ] (B.) Haldiram [ ]

(C.) Bikaji [ ] (D.) Any other [ ]

7. Which type of Soan Papri you like?

(A.) Vegetable oil [ ] (B.) Pure ghee [ ]

8. Do you like flavoured Soan Papri?

(A.) Yes [ ] (B.) No [ ]

9. Which flavour of Soan Papri you prefer?

(A.) Elichi flavour [ ] (B.) Orange flavour [ ]

(C.) Mango flavour [ ] (D.) Chocolate flavour [ ]

(E.) Any other [ ].

10. On what criteria do you select the Soan Papri?

(A.) Taste [ ] (B.) Brand [ ]

(C.) Availability [ ] (D.) Price [ ]

(E.) Quality [ ].

11. Do you use Sudha products?

(A.) Yes [ ] (B.) No [ ].

12. What are the main factors that influence you to purchase for Sudha
products:

(A.) Product quality [ ] (B.) Price Value [ ]

(C.) Brand [ ] (D.) Design []

70

(E.) Availability [ ]

13. Are you satisfied with packaging provided by Sudha products?

(A.) Very good [] (B.) Good [

(C.) Poor [] (D.) Very poor [ ]

14. State your opinion about the quality of Sudha products:

(A.) High satisfied [ ] (B.) Satisfied [ ]

( C.) Neutral [ ] (D.) Dissatisfied [ ]

(E.) Highly Dissatisfied [ ].

15. Are you aware that Sudha dairy is going to launch Soan Papri?

(A.) Yes [ ] (B.) No [ ].

16. Through which media you got this awareness?

(A.) Electronic [ ] (B.) Print [ ]

(C.) Outdoor [] (D.) Any other [ ]

17. Do you prefer Sudha Soan Papri?

(A.) Yes [ ] (B.) No [ ]

18. Which packaging size of Soan Papri you prefer from Sudha dairy?

(A.) 100 gm [ ] (B.) 250 gm [ ]

(C.) 500 gm [ ] (D.) Above 500 gm [ ]

19. What should be the price of Sudha Soan Papri?

(A.) Equivalent to Amul [ ] (B.) Equivalent to Haldiram [ ]

(C.) Equivalent to Bikaji [ ] (D.) Less than above [ ]

71

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