CHAPTER 1 Introduction To The Organization

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INTRODUCTION TO COUNTRY MILK

THE PUNJAB STATE COOPERATIVE MILK PRODUCERS FEDRATION LIMITED; The Punjab State Co-operative Milk Producers Federation Limited (MILKFED) was established the in 1973 by Punjab Diary Development cooperation under the Punjab Sate Co-operative Act, 1967 to safeguard commercial interest of milk producers farmers to save them from exploitation of middleman, with their participation in its management and to provide quality milk and milk products to consumers at competitive rates. First, to carry activities for promoting production, procurement and processing of milk for the economic development of milk producers by providing remunerative milk market to them at their door step. Second, provide quality milk and milk products to consumers at reasonable rates. Although the federation was registered much earlier, but it came to real self in the year 1983 when all the milk plants Punjab Dairy Development corporation Limited were handed over to cooperative sector and the entire State was covered under operation Food programme to give farmers to a better deal and our valued customers better products. Today, when we look back, Country Milk has fulfilled the promise to great extent. The setup of the organization is a three tier system, Milk Producers Cooperative Societies at the village level, Milk Union at District level and Milk Federation as an apex body at a State level. Milk production is a very important part of agricultural economy in the State of Punjab. Punjab is one of smallest state in Indian Union with a total area of 50,362 Sq. km. Dairy Farming is an old subsidiary profession in the rural area of Punjab. Punjab is the second largest milk producing state in India, producing 10 % of countrys milk.

Some facts about Country Milk:1. First Milk Plant of the State was setup at Country Milk near Amritsar. 2. The brand name of Milk and Milk Products was adopted as Country Milk. 3. The Foundation stone of Milk Plant Ludhiana was laid by Hon. S. Parkash Singh Badal the CM of Punjab in 1970.
4. Commissioning of the Plant was done by Dairy Development Corporation in

1974.

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HISTORY
The Punjab State Country Milk Milk Producers Federation limited popularly known as MILKFED Punjab came into existence in 1973 with a twin objective: To 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 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 bylaws.

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Name

and

location

of

group

companies

&

products

manufacture/offered by MARKFED:Milkfed has a strong value addition base addition base though its 12 District cooperative milk producers unions and 40 chilling centers capacity of about 15 Lac liters per day, all of whom have attained self sufficiency or are on the thresh-old of attaining it. 1. Gurdaspur 2. Amritsar 3. Hoshiarpur 4. Jalandhar 5. Ropar 6. Ludhiana 7. Bathinda 8. Sangrur 8. Patiala 9. Firozpur 10. Faridkot 11. Bassi Pathana 12. Mohali

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MISSION, OBJECTIVE, QUALITY POLICY AND CORE VALUES

Mission:To become the market leader in market of milk and milk products. Objective:Direct approach to consumer and producer and to avoid middleman. (By the farmers, of the farmers and for the farmers organization.) Quality Policy: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. Core Values:

Selling the highest quality natural and organic products available Satisfying and delighting our customers Supporting team member happiness and excellence Creating wealth through profits & growth Caring about our communities & our environment Creating ongoing win-win partnerships with our suppliers Promoting the health of our stakeholders through healthy eating education.

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PRODUCTION RESULTS OF PREVIOUS YEARS

NAME

OF THE 2006-07(in M.T) 356.729 140.550 382.070 245.350 92.290 693.620 559.00 10999195 17.189 1262.0 Capacity 50.38(%)

2007-08(in M.T) 412.933 291.193 195.205 402.175 85.463 727.845 1329.0 11270977 2136.0 2770.0 52.83(%)

2008-09(in M.T) 505.90 83.69 58.05 583.97 110.42 807.43 1746.00 12496497 138333.0 5814.0 58.77(%)

PRODUCT Ghee Butter WMP SMP Cheese Curd Kaju Pinni Liquid Lassi Lassi Kheer Total Utilized

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TURNOVER:The annual turnover of Milkfed which was Rs.585 crores in the year 2003-04 has hit the level of Rs.725 crores in the year 2006-07.

EQUITY PARTICIPATION:The paid-up equity of Milkfed as on 31.3.2007 was to the tune of Rs.47.15 crores which comprises of Rs.29.02 crores from the cooperative members and balance Rs.18.13 crores from State Government.

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MILKFED GROWTH AT A GLANCE

PARTICULARS FUNCTIONAL SOCIETIES

UNIT

02-03

03-04

04-05

05-06

06-07

CUMMU.NOS.

6643

6445

6104

6101

5989

MEMBERSHIP

CUMMU.NOS IN LACS

3.79

3.76

3.56

3.63

3.60

AVG. DAILY MILK PROC

LKG SPD

10.01

7.45

7.81

7.82

7.78

PEAK MILK PROC

LKG SPD

15.01

10.04

11.64

11.37

11.54

A.I. CLUSTER SOCS.

COOMU.NOS.

305

323

341

388

433

FODDER SEED SUPPLIED

M.Ts.

517.40

444.10

400.30

430.00

500.00

CATTLE FEED SOLD

M.Ts.

71743

73724

66970

66750

73577

AVG..DAILY CITY SUPPLY

LLPD

4.68

4.97

5.27

5.67

5.81

SALE OF SFM

LAC PKTS/BTLS

29.61

30.32

35.85

42.49

41.92

SALE OF LASSI

LAC PACKETS

10.10

10.54

12.20

16.89

19.16

SALE OF ICE-CREAM

LAC LITRES

7.63

9.17

10.23

12.18

15.61

EXPORTS TURNOVER

RS.IN LACS RS.IN CRORES

953.52 670.00

698.17 585.00

1142.28 653.00

713.67 682.00

11.50 725.00

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MARKETING OF MILKFED:Milkfed is serving nation wide consumers through its net work of Regional offices and strong Distribution channels. Milkfed markets a wide Variety of Products which include liquid milk, skimmed milk powder, whole milk powder, infant food, ghee, butter, cheese, Lassi, SFM, Ice Cream, Malted food Country Milk Vigour etc. etc. The annual turn over of Milkfed has crossed Rs 668 crores. Country Milk is a brand leader in milk powders particularly in northern eastern sectors and SMP marketed by Milkfed commands a premium price over powders manufactured by competitors who include multi-national as well as private trade and other Cooperative Federations

EXPORT OF MILK PRODUCTS:With competition in the national market zooming up efforts to export products have been made. Milkfed has established its ghee market in Middle East Market. Country Milk ghee reaches all the emirates and is available almost in all super markets. The penetration is so deep that Country Milk ghee is available in far off labor camps. In addition to ghee, SMP was also exported to Asian Countries like Philippines, Bangla Desh and SriLanka. Country Milk Malt Plus (Malted Milk food) has also been exported to Bangla Desh. QUALITY ASSURANCE PROGRAMME:Quality Assurance Programme (QAP) which is a part and parcel of Dairy Plant Improvement Programme (DPIP) was taken up in Ludhiana Milk Union with the Technical guidance from NDDB. The main objective of the programme 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.

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DETAILS OF OPERATIONS
(Procurement, Reception and processing) Inauguration of plant by Punjab Minister Giani Jail Singh dated 7 May, 1973 and the plant started in 1975.

Village Producer Societies Chilling Milk Centre Milk Plant Hoshiarpur Reception Dock Quality Control Production Department Processing Finished Products SOCIETIES:The milk plant, procure milk through co-operative societies. At the present the plant has the 751 societies. Firstly milk is collected by these

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societies and then sent to the milk plant for two times, morning and evening. The milk producers receive rate of milk from milk plant on the basis of fat.

CHILLING MILK:There are three milk-chilling centers at Dasuya, Padrana and Balachour. Firstly milk is received at the chilling center and after chilling the milk. MILK PLANT:After chilling the milk, it is sent to the milk plant, the purpose to setup the center are that, the societies are far away from the milk plant and milk is perishable in nature so to avoid the wastage of milk, the chilling center were setup. Firstly milk is received in dock through tempo in higher basis of routes. There are 3 seasons of milk - fluid, average and lean. The lean period is during April and July and this period supply of milk received in less quantity. The average is During August to November and in this period the supply of milk received is average. The flush is in winter and the milk is highly produced.

RECEPTION OF MILK:Reception of milk is done at the dock. Dock is like a station. The milk plant has two Docks, firstly milk is reached in the huge quantity, after this process milk is sent to the laboratory to find out fat and S.N.F. contents, then milk cans are washed by the machines and again these cans are kept in the carriers after this process tempo sheets are prepared. The numbers of milk cans of buffalo and cows milk are recorded on these sheets are sent to the societies for the information of quantity of milk. PROCESSING:All the received is passed on to the tank lying under the weighing bowl. Then the milk is immediately chilled and pasteurized. Pasteurization is a process which was found by Lou Pasteur.

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MARKET SERVED DOMESTIC/FOREIGN:The success of a concern lies not only in production, but also mainly in successful marketing. Marketing is the process getting the right goods to the right consumers at the right place at the right price. In Country Milk Milk Plant four types of tetra packs and other products are marked under the brand name COUNTRY MILK, Milk plant is solely responsible for the marketing of fluid milk products are marked by the Punjab state co-operative milk producers union ltd.

Return of tetra packs:Because the expiry time of tetra pack is 6 months, good packing and fresh supply, there is no replacement of the tetra packs.

Exports
Milk union is famous all over the country and outside the country for its quality of milk and milk products. It holds international quality certificates ISO 9002 and IS-15000 (HACCP). Due to these certificates its products are easily acceptable in the international market. It export Ghee to Dubai but no any tetra pack is export.

Products Manufactured and marketed by Milk Union:Milk plant, has variety of products which are available in different packing. Raw material for all these products is milk which procured from milk producers. 1 Sterilized Fluid Milk a) Standardized milk (Fat Contents 4.5%) b) Double Tend Milk (Fat Contents 1.5%) c) Full Cream Milk (Fat Contents 5.5%) 2 Ghee
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3 4 5 6

Butter Skimmed Milk Powder(SMP) Paneer Milk Cake Besides these products milk plants sells various products

procured from plants. These products are as under: 1 2 3 4 5 6 Flavored Milk Flavored Lassi Mango Rassila Yoghurt Fruit Drink Kaju Pinni Ice Cream

Aims Of Milk Union

Every organization is formed for achieving some objectives. Setting of objectives and aims serves as guidelines for excellent or smooth working of the concern. The Country Milk milk plant, touted to fulfil the following aims. 1. 2. 3. To uplift social and economic states of the milk producers. To develop dairy as an industry allied to agriculture. To procure milk and execute marketing efforts so that milk producers get good prices of their milk. 4. 5. To provide better quality cattle feed at reasonable prices. To increase the bargaining power of milk producers at their doorsteps. 6. To provide veterinary aids to animals of milk producers at their doorsteps.

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7.

To create employment opportunities for rural youth by milk production activities.

Study of functioning of all departments:Milk Procurement Section Milk procurement business is being looked after mainly by milk union, Milk is collected by milk producer co-operative societies ate the village level and purchased by Milk Union, which further supplies that milk to the Milk Plant, after charging commission from milk Plant at rates specified by Milk Union. The plant was registered in the year 1972 with primary membership of 45 milk producer co-operative society. At present it has 767 co-operative societies.

Staff Structure of procurement section:

Manager, milk Procurement

Dy.Manager (Proc.)

Manager (Milk Chilling Center)

M.P.A.

D.H.C.C.

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Production Department:This department his headed by production manager and technical staff and officers and operation. Manager is responsible for production planning, receiving good quality of milk, its processing and production of milk products. His responsible for achieving production target with minimum wastage. He also guides workers for better performance. The production is an important activity because other department purchasing extra revolve around it. Different milk products are produced as per availability of milk and as per demand of market.

First of all the requirement of milk demand is fulfilled and then remaining milk is used for producing various products such as Ghee, butter, cheese etc,.

Staff Structure of production section:

Manager of Production

Dy. Manager, Production

Sr. Plant Operator

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Jr. Plant Operator

D.H.C.

Purchase Department:This department his headed by purchase officers who is assisted by supporting staff in maintaining regular supply of store items. This section ensures timely purchase of required store items at very reasonable cost.

Functions of purchase department:a. To received purchase requisition from stores. b. To buy goods or materials wisely at reasonable prices. c. To invite quotation from number suppliers and preparing comparative statement to choose a right supplier.

Engineering Section:This section his headed by engineering manager who is assisted by technical officers. He is responsible for identifies all machine needing maintenance to avoid any breakdown during the production. He is also supposed to introduce to new machinery by which the cost of production can be decreased it also insured are transport vehicles of milk plant.

Staff Structure of engineering section:

Manager, Engineering

Dy. Manager, Engineering

Foreman

Foreman

Foreman

Foreman
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Electrical

Refrigeration

Boiler

Transportation

Management Information System:

MIS is a system where information about the activities of plant is supplied to management. Accurate and precise information to support the operation management analysis and decision making function in an organization. Here data are collected from different section in an organization, which can be useful to the management for decision making.

Accounts Department:A manager account is the head of this department. He is responsible for the overall management of accounts. This section is responsible for timely payment to all the employees of milk plant and also to the parties dealing with it. It records all the transactions in the proper books to provide necessary information to the authorities whenever required.

Personnel and HRD department:Production Manager & HRD Department who is assisted by supporting staff to carry out function of this section head this section. This section ensures compliance of labor laws, maintenance of proper records and completion of administrative formalities for timely payments of dues to employees. It is also responsible for maintaining cordial relationship between workers and management.

Marketing Department:The success of concern lies not only is production but mainly in successful marketing. Production of goods and services has no meanings unless goods and services are exchanged profitably for money or moneys worth. This involves the movement of goods from the manufacturers to
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ultimate consumers. In bringing he producer and consumer together, certain activities are performed which is the concern of marketing. Marketing is a process of getting the right goods to right consumers at the right place, at right time and prices. Deputy Manager who is further assisted by supporting staff heads Marketing section. He regulates the production of milk and milk product in different ways to ensure maximum possible returns from sales.

Quality Control Department:

Quality control manager heads this department and the technical staff assists the manager by conducting all type of tests on raw materials and finished products with the help of sophisticated equipment and machines purchased. Quality control laboratory helps in maintaining high quality of milk and milk product assist ensures quality by testing the raw material as well as finished products.

Staff Structure of Quality Control section.

Manager, Quality Control

Dy. Manager, Quality Control

Asstt.Manager, Q.C.

Chemist

Laboratory Assistant

Helper

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Store Department:This department stores all the essential equipment and material and stationary required in all the departments. It also keeps the records of goods purchase and goods in stock as well as the goods the used by the particular department. The main purpose of this section is to keep the full record of packed material. The product is stored at clean and Cool places.

Security Department:One senior security employee, who is assisted by a team of welltrained personnel manager the security department. This department keeps proper watch on men, money and materials while entering in and going out of the plant.

Special Technique Adopted Management information system:MIS is the system in where information about the activities of the plant supplied to the management. Accurate and precise information to support the operation management, analysis and decision making function in an organization. Here data are collected from the different related sections which can be the management for the decision making. The following information are maintained and supplied to the management when required: Progress of dairy plant (monthly/Yearly). Progress report of input activities (monthly/Yearly). Progress report of procurement activities (monthly/Yearly). Reports on activity of chilling centres (monthly). Report on product wise costing (monthly). Report on unit costing (monthly). Report on product wise costing (monthly). Stock statement (monthly). Sales and return (monthly).
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Transportation cost of milk collected (route wise). Section wise salary report (monthly). Running hours of machine (monthly). Financial position (yearly). Dairy co-operative societies progress (Monthly) In any decision making matter all these information is of great help tp

the management. Thereby in an organized dairy like Country Milk Milk Plant, Hoshiarpur, it is a very important section to keep the overall position/status of the plant.

Production of milk products:Production is a more important activity of an organization. In occupies an important and significant place because other functional areas of management viz.financing, marketing, purchasing and personal revolve around it. Production is a process by which raw materials are converted into finished products with the help of energy, capital, manpower, and machinery. Production policy aims at maximum output with minimum input. The production departments play a very important role in formulation of the production policies. Production planning is done by the head office and send to the production manager according to this planning production manager arrange to produce the products. Production planning of milk products is done in keeping in the view the procurement of the milk plant and also tentative demand in the city. After the supply of the pasteurized milk, the remaining milk is used for producing various products. Different milk products are produced as per availabilities of milk and as per demand of sales and keeping in view the production plan given by head office. Every district has its own plant.

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Country Milk products range:1 2 3 4 5 6 7 8 9 Ghee Butter Skimmed milk powder Flavoured milk Flavoured Lassi Mango Rassila Paneer Milk Cake Dahi

10 Ice Cream 11 Kaju Pinni

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VARIOUS PRODUCTS PRODUCED BY COUNTRY MILK MILK PLANT

GHEE (AGMARK)

BUTTER TABLE Fat% (Min.) 80.00 WHITE 82.00 00.06 01.50 5 20

Boudine Test

Neg.

B.R.reading (40 degree C.) 40 - 43 RM Value (Min.) P.Value 28.0 1.0 - 2.0

Acidity %L.A. (Max.) 00.15 Curd % (Max) Salt % (Max) Coliform/ml. (Max.) Y&M (Max)/g 01.00 2.8 5 20

FFA % Oleic Acid( Max) 0.30

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GENERAL COMPOSITION FOR MILK

STANDARD MILK

Milk Fat % (Min) Percentage Cow Milk Buffalo Milk Fat Proteins Lactose Ash Water 4.6 3.4 4.9 0.7 86.6 6.6 3.9 5.2 0.8 84.2 Milk SNF % (Min) PH (Max) MBRT (Min) Hrs. Phosphates Test

4.5 8.5 6.8 5.00

Ng.

Bacterial Count/ml.(Max) 30,000 Coliform/0.1 ml. Nil

UHT MILK FAT SNF pH Acidity L.A. 4.6% 8.6% 6.6 0.130% LA

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SWEETENED FLAVOURED MILK RASEEELA Milk Fat % (Min.) Total Milk Solids % (Min.) Sugar % (Max.) Turbidity Test Creaming Index 1.65 17.0 6.0 Neg. 20 Cheese Whey % Sugar % Mango Pulp% Brix 40 12-12.5 10.00 15

Acidity(%Citric Acid) 0.28 pH 3.9-4.1

Bacterial Spores per ml. (Max.) 5 LASSI Milk Fat % Total Solids % (By wt.) Sugar % 3.0 to 3.4 20 - 23 12.00

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ICE CREAM

KULFI AND F/N CHOCOLATE

Weight (g/lts.) Min.

560580 Total Solid (%Min. By wt.) Milk Fat %(%Min. By wt.)

Kulfi

F/N Choc

Total Solids (Min.) (By wt.) Milk Fat % (Minimum) Acidity, L.A. % (Max) By Wt.

38.5

42.00 38.50

13

13.00 13.00

0.25

Protein (%Min. By wt.) Acidity % Max (By wt.) Sucrose % Min. (By wt.) Total

3.50 0.30

3.50 0.30

Sucrose % Max. (By Wt.) 14.50 Stab. Emul. % Max. 0.50

14.00 16.50

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CHAPTER 2
INTRODUCTION TO THE TOPIC

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CONSUMER PERCEPTION Definition:The concept of customer perception does not only relate to individual customers in consumer markets. It is also valid in business to business situations. For example, a competitor benchmarking survey of a large industrial supplier revealed that the market leader, although recognized for excellent quality and service and known to be highly innovative, was perceived as arrogant in some regions. If we take into consideration that there are about four other large players with a similar level of quality and innovative ideas, this perceived arrogance could develop into a serious problem. Customers here are well aware the main characteristics of all the offerings available at the market are largely comparable. So they might use the development of a generation of their own to switch to a supplier that can serve them not better or worse, but with more responsiveness and understanding. In general, consumer behaviour is the study of when, why, how, and where people do or do not buy products. Consumer behavior is the study of when, why, how, and where people do or do not buy product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for customer behavior analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the reaffirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalization, customization and one-to-one marketing. Social functions can be categorized into social choice and welfare functions. In todays globalizing economy competition is getting more and fiercer. That means it becomes more difficult for products and services to differentiate themselves from other offerings than ever before. Not only is the number of competitive offerings rising due to globalization of production, sourcing, logistics and access to information. Many products and services face new competition from substitutes and from completely new offerings or bundles from industry outsiders. Since product differences are closed at an increasing speed and many companies try to win the battle for customers by price reductions, products and services tend to become commodities.

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On the other hand, customer behavior becomes more hybrid. On one hand, customers are increasingly price sensitive searching for bargains at marketplaces like eBay or buying their groceries at discount markets. On the other hand they enjoy branded and luxury goods. One and the same person may plan a weekend trip with a no-frills airline and a stay at a five-star-hotel. In the result, customers have a wider choice of often less distinguishable products and they are much better informed. For many offerings the balance of power shifts towards the customer. Customers are widely aware of their greater power, which raises their expectations on how companies should care for them. Bringing it all together, it becomes ever more difficult to differentiate a product or service by traditional categories like price, quality, functionality etc. In this situation the development of a strong relationship between customers and a company could likely prove to be a significant opportunity for competitive advantage. This relationship is not longer based on features like price and quality alone. Today it is more the perceived experience a customer makes in his various interactions with a company (e.g. how fast, easy, efficient and reliable the process is) that can make or break the relationship. Problems during a single transaction can damage a so far favorable customer attitude. The consequence for companies is that they have to adapt their ways of competing for customers. Traditionally, companies have focused their efforts of customer relationship management on issues like customer satisfaction and targeted marketing activities like event marketing, direct marketing or advertising. Although doubtless necessary and beneficial, these activities are not longer enough. They narrow the relationship between company and customer down to a particular set of contacts in which the company invests its efforts. Most likely this will produce not more than a satisfied customer who is well aware of the companys offerings and has a positive attitude towards them. However, a satisfied customer is not necessarily a loyal one. If a customer is satisfied that means that a product of service has met his expectations and that he was not dissatisfied by it. Customer satisfaction is doubtlessly very important. It is the precondition for repeat purchases and it prevents the customer from telling others about his disappointing experiences. A loyal customer, however, is more than a customer who frequently purchases from a company. The difference is the emotional bond which links the customer so closely to the company that he develops a clear preference for these products or brands and is even willing to recommend them to others. Loyal customers truly prefer a product, brand or company over competitive offerings. Thus loyalty goes beyond a rational decision for known quality or superior price-performanceratio. It is about the customers feelings and perceptions about the brand or product. When the customer makes his buying decision, he evaluates the benefits he perceives from a particular product and compares them with the costs. The
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value a customer perceives when buying and using a product or service go beyond usability. There is a set of emotional values as well, such as social status, exclusivity, friendliness and responsiveness or the degree to which personal expectations and preferences are met. Similarly, the costs perceived by the customer, normally comprise more than the actual price. They also include costs of usage, the lost opportunity to use another offering, potential switching costs etc. Hence, the customer establishes an equation between perceived benefits and perceived costs of one product and compares this to similar equations of other products. Based on this, customer loyalty can be understood as to how customers feel about a product, service or brand and whether their perceived total investments with a it live up to their expectations. The important point here is the involvement of feelings, emotions and perceptions. In todays competitive marketplace, these perceptions are becoming much more important for gaining sustainable competitive advantage. Customer perceptions are influenced by a variety of factors. Besides the actual outcome i.e. did the product or service deliver the expected function and did it fulfill the customers need the whole process of consumption and all interactions involved are of crucial importance. In todays globalize information driven economy this can also comprise issues like How other customers or influencing groups perceive the product or brand The degree to which the customer feels the actual marketing campaign addresses the most important issues Responsiveness and service quality of any affiliates, e.g. distribution partners Customer perceptions are dynamic. First of all, with the developing relationship between customer and company, his perceptions of the company and its products or services will change. . Moreover, if the customers circumstances change, their needs and preferences often change too. In the external environment, the offerings of competitors, with which a customer compares a product or service will change, thus altering his perception of the best offer around. Another point is that the public opinion towards certain issues can change. This effect can reach from fashion trends to the public expectation of good corporate citizenship. Shells intention to dump its Brent Spar platform into the ocean significantly altered many customers perception of which company was worth buying fuel from. Research has been done on the impact of market share on the perceived quality of a product. Depending on the nature of the product and the customers preferences, increasing market share can have positive or negative effects on how the customer perceives the product.
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Companies have done a lot to improve customer satisfaction and customer relationships in the past. As discussed above, this will not be enough any more. Any serious effort to manage customer perceptions starts with a good measurement system. Companies must be truly willing to look at the whole process of interaction through the customers eyes. For many companies, this requires a more or less extensive shift in mindset, since most departments from development to sales will be involved. Positive effects of increasing market share on customer perception Increasing market share can send out positive signals by acting as an indicator of superior quality that is recognized by more and more other customers. This effect is particularly strong for premium priced products. Customers normally assume that a product must be of exceptional quality if it can gain such an unexpected market success despite its high price. Many brands offer positive emotional benefits of using a product that is popular in the markets. The value of a product or service can rise through increasing number of users of the same product, e.g. number of members of an online community, better availability of software for popular computer systems. Negative effects of increasing market share on customer perception For premium and luxury products, customers may translate an increasing market share into a loss of exclusivity and thus perceive it as less valuable. The quality of services may suffer if they are consumed by increasing numbers of users. Diseconomies of scales and congestions can be observed with busy airports and many other services so that customers may look out for other providers that promise more timely service and convenience.

CONSUMER BUYING BEHAVIOUR

Definition: Buying Behaviour is the decision processes and acts of people involved in buying and using products. Need to understand:

Why consumers make the purchases that they make? What factors influence consumer purchases? The changing factors in our society.

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Consumer Buying Behaviour refers to the buying behaviour of the ultimate consumer. A firm needs to analyze buying behaviour for:

Buyers reactions to a firms marketing strategy has a great impact on the firms success. The marketing concept stresses that a firm should create a Marketing mix (MM) that satisfies (gives utility to) customers, therefore need to analyze the what, where, when and how consumers buy. Marketers can better predict how consumers will respond to marketing strategies.

Stages of the Consumer Buying Process:Six Stages to the Consumer Buying Decision Process (For complex decisions). Actual purchasing is only one stage of the process. Not all decision processes lead to a purchase. All consumer decisions do not always include all 6 stages, determined by the degree of complexity:1. Problem Recognition (awareness of need):Difference between the desired state and the actual condition, deficit in assortment of products, hunger-food. Hunger stimulates your need to eat. Can be stimulated by the marketer through product information--did not know you were deficient? I.E., see a commercial for a new pair of shoes, stimulates your recognition that you need a new pair of shoes. 2. Information search:o Internal search, memory. o External search if you need more information. Friends and relatives (word of mouth). Marketer dominated sources; comparison shopping; public sources etc. A successful information search leaves a buyer with possible alternatives, the evoked set. Hungry, want to go out and eat, evoked set is
o o o o

Chinese food Indian food burger king Klondike kates etc

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3. Evaluation of Alternatives:Need to establish criteria for evaluation, features the buyer wants or does not want. Rank/weight alternatives or resume search. May decide that you want to eat something spicy, Indian gets highest rank etc. If not satisfied with your choice then returns to the search phase. Can you think of another restaurant? Look in the yellow pages etc. Information from different sources may be treated differently. Marketers try to influence by "framing" alternatives. 4. Purchase decision:Choose buying alternative, includes product, package, store, method of purchase etc. 5. Purchase:May differ from decision, time lapse between 4 & 5 product availability. 6. Post-Purchase Evaluation (outcome):Satisfaction or Dissatisfaction. Cognitive Dissonance, have you made the right decision. This can be reduced by warranties, after sales communication etc. After eating an Indian meal, may think that really you wanted a Chinese meal instead.

Types of Consumer Buying Behaviour:Types of consumer buying behaviour are determined by:

Level of Involvement in purchase decision. Importance and intensity of interest in a product in a particular situation. Buyers level of involvement determines why he/she is motivated to seek information about a certain products and brands but virtually ignores others.

High involvement purchases--Honda Motorbike, high priced goods, products visible to others, and the higher the risk the higher the involvement. Types of risk:

Personal risk Social risk Economic risk

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The four type of consumer buying behaviour are:

Routine Response/Programmed Behaviour:-

Buying low involvement frequently purchased low cost items; need very little search and decision effort; purchased almost automatically. Examples include soft drinks, snack foods, milk etc.

Limited Decision Making:-

Buying product occasionally. When you need to obtain information about unfamiliar brand in a familiar product category, perhaps. Requires a moderate amount of time for information gathering. Examples include Clothes--know product class but not the brand.

Extensive Decision Making/Complex high involvement, unfamiliar, expensive and/or infrequently bought products. High degree of economic/performance/psychological risk. Examples include cars, homes, computers, education. Spend allot of time seeking information and deciding. Information from the companies MM; friends and relatives, store personnel etc. Go through all six stages of the buying process.

Categories that Affect the Consumer Buying Decision Process:-

A consumer, making a purchase decision will be affected by the following three factors: 1. Personal 2. Psychological 3. Social .

Personal Factors:Demographic Factors:-Sex, Race, Age etc.Who in the family is responsible for the decision making? Young people purchase things for different reasons than older people.

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Psychological factors Psychological factors include:

Motives:A motive is an internal energizing force that orients a person's activities toward satisfying a need or achieving a goal. Actions are effected by a set of motives, not just one. If marketers can identify motives then they can better develop a marketing mix. MASLOW hierarchy of needs!!
o o o o o

Physiological Safety Love and Belonging Esteem Self Actualization

Perception:-

What do you see?? Perception is the process of selecting, organizing and interpreting information inputs to produce meaning. IE we chose what info we pay attention to, organize it and interpret it. Information inputs are the sensations received through sight, taste, hearing, smell and touch. Selective Exposure: - select inputs to be exposed to our awareness. More likely if it is linked to an event, satisfies current needs, intensity of input changes (sharp price drop). Selective Distortion:- Changing/twisting current received information, inconsistent with beliefs. Advertisers that use comparative advertisements (pitching one product against another), have to be very careful that consumers do not distort the facts and perceive that the advertisement was for the competitor.

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Ability and Knowledge:Need to understand individuals capacity to learn. Learning, changes in a person's behaviour caused by information and experience. Therefore to change consumers' behaviour about your product, need to give them new information re: product...free sample etc. Learning is the process through which a relatively permanent change in behaviour results from the consequences of past behaviour.

Attitudes:-

Knowledge and positive and negative feelings about an object or activity-maybe tangible or intangible, living or non- living.....Drive perceptions Individual learns attitudes through experience and interaction with other people. Consumer attitudes toward a firm and its products greatly influence the success or failure of the firm's marketing strategy.

Personality:-

All the internal traits and behaviours that make a person unique, uniqueness arrives from a person's heredity and personal experience. Examples include:
o o o o o o o o o o o o

Workaholics Compulsiveness Self confidence Friendliness Adaptability Ambitiousness Dogmatism Authoritarianism Introversion Extroversion Aggressiveness Competitiveness.

Traits affect the way people behave. Marketers try to match the store image to the perceived image of their customers. Social Factors:-

Consumer wants, learning, motives etc. are influenced by opinion leaders, person's family, reference groups, social class and culture.
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Roles and Family Influences-Family is the most basic group a person belongs to. Marketers must understand:
o o o o o

that many family decisions are made by the family unit consumer behaviour starts in the family unit family roles and preferences are the model for children's future family (can reject/alter/etc) family buying decisions are a mixture of family interactions and individual decision making Family acts an interpreter of social and cultural values for the individual.

Reference Groups-Individual identifies with the group to the extent that he takes on many of the values, attitudes or behaviours of the group members. Families, friends, sororities, civic and professional organizations. Any group that has a positive or negative influence on a persons attitude and behavior.

Social Class:Social class determines to some extent, the types, quality, and quantity of products that a person buys or uses. Lower class people tend to stay close to home when shopping; do not engage in much repurchase information gathering. Family, reference groups and social classes are all social influences on consumer behavior. All operate within a larger culture.

Culture and Sub-culture:Culture refers to the set of values, ideas, and attitudes that are accepted by a homogenous group of people and transmitted to the next generation. Culture also determines what is acceptable with product advertising. Culture determines what people wear, eat, reside and travel. Cultural values in the US are good health, education, individualism and freedom. Culture affects what people buy, how they buy and when they buy.

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Five Stages of Customer Bonding:This bond results from effective one-on-one communication, mutuallybeneficial interaction, the company's genuine interest and involvement in the customer's life and lifestyle, a combination of customer allegiance and company advocacy, and a shared sense of purpose. Customer loyalty develops from personal relationships and trust between the company and the customer over time. This includes keeping customers involved throughout the product lifecycle as well as developing products and/or services to meet changing customer needs and desires. AWARENESS:The art of earning customer "share -of-mind" involves creating an impression of personal identification with the company's products and/or services. This first stage, awareness, represents the weakest aspect of a relationship because it is non-interactive and depends entirely on the customer's perception. IDENTITY:The identification stage occurs when a potential customer asks the question, "What's in it for me?" A customer identifies a product of service as meeting one or more important personal needs, such as self-fulfillment, status, or belonging. A customer may perceive the company as having values and preferences similar to his own and begin to form a relationship with the company.

RELATIONSHIP:At this stage, the customer receives the benefit of products and/ or services tailored specifically to his individual needs (at least as nearly as the company can provide). Once a customer interacts with the company, repeated experiences of individual customer satisfaction take on significant importance. Customers expect that products will work and that they will receive good service. Customer delight results largely from how a product is sold
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and is serviced as well as how the company responds to inquiries and solves problems.

COMMUNITY:Customer bonding requires high levels of effective interaction. When the company integrates its products and services into the life and lifestyle of its customers, communal bonding occurs. The community relationship stage achieves an integration of values, preferences and priorities between customer and company where each derives mutual benefit. Companies that achieve this type of loyalty consistently delight their customers. ADVOCACY:At this advanced level of customer bonding, the company services as an advocate for the customer, and the customer shows an allegiance to the company; word-of-mouth advertising flourishes. Because the company now can encourage buyer-get-a-buyer programs through appropriate incentives, it must be prepared to follow through professionally to make new recruits feel as valued as the advocates who recommended them . MARKET SEGMENTATION:The process of talking the total heterogeneous market for a product & dividing it in to several sub markets each which tend to be homogeneous in all significances. There are few bases for segmentation markets:Customer characteristics Consumer responses The major segmentation variables for consumers markets are:1> Geographic segmentation (nation, state, country, city) 2> Demographic segmentation (age, family, religion, nationality, social class) 3> Psychographic (life style, personality & status class) 4> Behavioral (occupation, benefits, users, loyalty, )

generation,

The term consumer behavior refers to the behavior that consumer displays in reach for purchasing using, evaluating & disposing of products & services that they except will satisfy their needs.
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Consumer Research:Consumer research is the methodology used to study consumer behavior research offer set diverse to identify consumer needs it is used to identify both felt & unfelt needs, to learn how consumers. Perceive product & brand & stores. What their attitudes are before and after promotional campaigns & how & why they make their consumption decision.

Consumer Satisfaction:All business firms have realized that marketing is a core element of management philosophy & the key to its success lies in focusing more & more on the customers. That is, it will be the customer who will decide where the firm is heading. Thus the challenge before the marketer is to ensure that they should satisfy every customer. Satisfaction is an important element in the evaluating stage. Satisfaction refers to the buyers state of being adequately rewarded in a buying situation for the sacrifices he has made one the customer purchase & use the product they may then become either satisfy or dissatisfied. The result of satisfaction to customer form the purchase of the product or services is that more favorable post-purchase attitude, higher purchase intention & brand loyalty to be exhibited that the same behavior is likely to be exhibited in a similar purchasing situation. The term consumer is a typically used to refer to someone who regularly purchase from a particular store or company. Customers are people who are happy with the product & services & are willing to come back & pay for it again. Today the firms aim to give satisfaction to the customer through marketing concepts. The firm try to help the buyers in the solving the problem then competitors. The marketers must see that consumers with purchasing power constitute a potentials buyers are identified. It is essential for the
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marketer to carry out the business in such a way that they give satisfaction to consumers needed. When a firm markets a product or service it should aim to enjoy consumers satisfaction & profit maximization. Concept & Need for Studying Consumer Behavior:Consumer behavior can be said to be the study of how individual make decision on how to spend their available resources (time, money, effort) on various consumption related items. This simple definition of consumer behavior tells the markets to resolve every activity around the ultimate consumers & gauge their behavior by specially focusing on:

Who buys products or services?

How do they buy products or services?

Where do they buy them?

How often they buy them?

Why do they buy them?

How often they use them? These questions will help in understanding better what factors influences

the decision making process of the customers. The decision making process identifies the number of people who are involve in this process & describes a role to them like users, decides, influences & buyers. It is believed that consumers or customers make purchase decision on the basis of receipt of a small number of selectivity chosen pieces of information.
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Thus it will be very important to understand what & how mush them to evaluate the goods & services offerings. Customer Expectation:Customer expectation through look realistic is very often build upon on a very high platform. Then the quality of the product or services may not match the expectation. This again will affect the consumer satisfaction level. So as to reduce the level of dissatisfaction among the customers, the marketing decision maker could adopt approaches wherein he can classify market in relation to the degree of opportunity to deliver customer satisfaction. He could establish itself common factors & them evaluate each market opportunity against these. The most probable factors which influence consumers behaviours are: Market size > > > Rate of growth of the market Stability of demand The due importance attached to price by the consumers before making a

purchase decision > > Consumer emphasis & the due importance given to the quality aspect The consumers desire for product innovation

> The level of competition (inclusive of both existing & potential competitors) > The firms competitive strengths in terms of price & product

Customer Focus:Many companies today have a customer focus (or customer orientation). This implies that the company focuses its activities and products on consumer demands. Generally there are three ways of doing this: the customer driven
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approach, the sense of identifying market changes and the product innovation approach. In the consumer driven approach, consumer wants are the drivers of all strategic marketing decision. No strategy is pursued until it passes the test of consumer research. Every aspect of a market offering, including the nature of the product itself, is driven by the needs of potential customers. The starting point is always consumer. The rationale for this approach is that there is no point spending R&D funds developing products that people will not buy. History attested to many products that were commercial failure in spite of being technological breakthroughs. Customer Loyalty:It takes a lot less money to increase your retention of current than to find new ones but I know I dont give it as much effort as I should because it does take a lot of energy and effort.

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CHAPTER 3
SCOPE AND OBJECTIVE OF THE STUDY

SCOPE OF THE STUDY

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As learning is a human activity and is as natural, as breathing. Despite of the fact that learning is all pervasive in our lives, psychologists do not agree on how learning takes place. How individuals learn is a matter of interest to marketers. They want to teach consumers in their roles as their roles as consumers. They want consumers to learn about their products, product attributes, potential consumers benefit, how to use, maintain or even dispose of the product and new ways of behaving that will satisfy not only the consumers needs, but the marketers objectives. The scope of my study is restricted to COUNTRY MILK dairy products only.

OBJECTIVE OF THE STUDY

a. b. c.

To study how frequently people use dairy products To know the most preferred company for buying dairy products To study the satisfaction level of customer regarding Country

Milk products. d. To study the factors affecting the consumption pattern.

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CHAPTER 4
RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY
Research refers to a search for knowledge. This research defines the problems of retailers and perception of citizens. Research comprises defining and redefining problems, formulating hypothesis or suggested solutions; collecting, organizing and evaluating data; making deductions and reaching conclusions; and at last carefully testing the conclusions to determine weather they fit the formulating hypothesis. It presents the research design, sampling procedure, tools of investigation, collection of data and the limitations of the study.

RESEARCH DESIGN:A descriptive research design was used for the present study. Since the study was not to find relationship between various factors but to draw inferences about causation. The design was used to produce a picture of the factors which affect retailers and consumers to purchase the product.

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DATA COLLECTION Sources of Data Collection:

Primary data: - Primary data was obtained through questionnaire. The questionnaire was designed keeping in view the objectives of the study. It contains both open ended and close ended questions. Questionnaire was filling by the citizens. Secondary data: -Secondary data was obtained from newspapers, books, annual reports of Country Milk and from internet.

Sample design:Population: Girls of SVIET hostel Sampling unit: More than 17 years Sample Size: 100 respondents Sampling Technique: Non-probability: Convenience sampling

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CHAPTER 5
DATA ANALYSIS AND INTERPRETATION

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DATA ANALYSIS AND INTERPRETATION

Q1- Do you use dairy products? Yes ( ) No ( )

TABLE 1.1 Attribute Yes No Total Number of Respondents 100 0 100

FIGURE 1.1

No of respondents

120 100% 100 80 60 40 20 0% 0 Yes No

INTERPRETATION- Since only those respondents who use dairy products were questioned, therefore number respondents who use dairy products are 100. A person who is not using the dairy products is not considered.

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Q2 Which Companys dairy products do you use? Please rank. Country Milk ( ) Wonder ( ) Rajat ( ) Uttam ( ) ) Nestle ( ) Amul (

Others ________________________ TABLE 2.1 Company No. of Respondents

Country Milk Nestle Amul Wonder Rajat Uttam Total

70 9 7 5 5 4 100

Figure 2.1
No of respondents

80 70 60 50 40 30 20 10 0

70%

9%

7% Company

5%

5%

4%

. INTERPRETATION: - It is clear from the figure that people prefer Country Milk more than others companies. 70% consumers use the products of Country Milk on first number because they think that the
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products of Country Milks are fresh and it is a local company. Only 9% are the consumers of nestle, 7% are the consumers prefer Amul on first number. Only 4.9% consumers use wonder, rajat and Uttam on first number.

Q3 Please tick the name of the Country Milk products used by you? Flavoured Milk ( Mango Rassila ( ) Curd ( Kheer ( ) ) TABLE 3.1 Name of the product Flavored milk Flavored lassi Mango Rassila Yoghert fruit drink Curd Cheese Kheer Kaju Pinni Total No. of respondents (in %) 22 15 16 7 15 7 6 12 100 ) Flavoured Lassi ( Yoghert Fruit Drink ( Cheese ( Kaju Pinni ( ) ) ) )

FIGURE 3.1

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No. of respondents 25 20 15 15 10 5 0 Flavored Flavored Mango Yoghert milk lassi Rassila fruit drink Curd Cheese Kheer Kaju Pinni 7 7 16 15 12 6 No. of respondents

22

INTERPRETATION: - It is clear from the figure that there are 22% people who purchase the flavored Milk mostly. There are 15% people who purchase the flavored lassi, 16% people purchase mango rassila, 7% people use Yoghert fruit drink, 15% people purchase curd, 7% people purchase cheese, and 6 people purchase Kheer and 12% people like to purchase Kaju Pinni.

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Q4 How often you use the dairy products of Country Milk? Once in a week ( Once in a month ( Occasionally ( ) TABLE 4.1 Consumption Once in a week More than once in a week Once in a month More than once in a month Occasionally Total No. of respondents 7 60 2 27 4 100 ) ) More than once in a week ( ) More than once in a month ( )

FIGURE 4.1
No. of respondents 70 60 50 40 30 20 10 0 60

27 7 4

No. of respondents

More than once in a week

More than once in a month

Once in a week

Occasionally

Once in a month

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INTERPRETATION: - It is clear from the figure that 7 consumers purchase the milk products once in a week, 60 consumers purchase the milk products more than once in a week, 2 consumers purchase the milk products once in a month, 27 consumers purchase the milk products more than once in a month and 4 consumers purchase the milk products occasionally.

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Q5 How much quantity do you use approximately in a month? 0-10 ( ) ) TABLE 5.1 Quantity of tetra packs 0-10 10-20 20-30 Above 30 Total No. of respondents 4 18 70 8 100 10-20 ( above 30( ) )

20-30 (

FIGURE 5.1
No. of respondents 80 70 60 50 40 30 20 10 0 0-10 20-Oct 20-30 Above 30 4 18 8 No. of respondents

70

INTERPRETATION: - It is clear from the figure that there are only 4 consumers who buy the Country Milk tetra packs(0-10) in a month,18 consumers buy the tetra packs(10-20) in a month, 70 consumers buy the packets(20-30) of milk products in a month and 8 consumers buy the packets above 30 in a month.
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Q6 What factors do you consider while purchasing the Country Milk dairy products? Price ( Taste ( ) ) Quality ( Brand ( TABLE 6.1 Factors Price Quality Taste Brand Total No. of respondents 22 45 18 15 100 ) )

FIGURE 6.1
No. of respondents 50 45 40 35 30 25 20 15 10 5 0 45

22 18 15

No. of respondents

Price

Quality

Taste

Brand

INTERPRETATION: - The above table and graph shows that 22 consumers are satisfied with the price of the milk products, 45 consumers are satisfied with the quality of milk products, 18 consumers are satisfied because of taste of the products and 15 consumers like to buy the products because of brand name.

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Q7 How much are you satisfied with the use of Country Milk milk products? Very satisfied ( Neutral ( ) ) Satisfied Dissatisfied TABLE 7.1 Satisfaction Level Very Satisfied Satisfied Neutral Dissatisfied Total No. of respondents 24 66 6 4 100 ( ( ) )

FIGURE 7.1
No. of respondents 70 60 50 40 No. of respondents 30 20 10 0 Very Satisfied Satisfied Neutral Dissatisfied 6 4 24 66

INTERPRETATION: - The above table and graph shows that the 24 consumers are very satisfied with the Country Milk milk products, 66 consumers are satisfied only, 6 consumers are neutral and only 4 consumers are not satisfied with the Country Milk milk products.

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CHAPTER 6 FINDINGS OF THE STUDY

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FINDINGS OF THE STUDY

Consumers like to purchase Country Milk products more than once in a week. Consumers prefer to purchase Country Milk dairy products than other companys products. Most of the consumers are satisfied with the use of Country Milk product. Consumers prefer to purchase Country Milk products because of better quality.

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CHAPTER 7
RECOMMENDATIONS AND SUGGESTIONS

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SUGGESTIONS AND RECOMMENDATIONS:This chapter presents the recommendations or suggestions, these are: -

The first suggestion is improving the advertisement agenda. More electronic media advertisement would help Country Milk to increase its sales. The packing of the tetra packs of Country Milk should be according to the packing of Coke, Limca, Fruity and Pepsi. The company should emphasize on promotional schemes and marketing activities. The company should focus on the quality and also maintain it. Sales promotion schemes for the consumers should be made.

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CHAPTER 8 CONCLUSION

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CONCLUSION
Based on the detailed analysis and interpretation (done in previous chapter) of the data collected, this chapter presents a summary of the research through the following conclusions related to the area of study:

Country Milk has good brand image. Other brands like Nestle, Amul are lower than the Country Milk. Consumers prefer Country Milk more than other brands because it is a local company.

There are 66 respondents who are satisfied with the use of products.

Mostly consumers prefer flavored milk than any other products.

Mostly consumers like to buy the products because of better quality.

Consumers use Country Milk products daily, weekly and monthly. But there are rare consumers who use these products occasionally.

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CHAPTER 8 LIMITATIONS OF THE STUDY

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LIMITATIONS OF THE STUDY

1.

The study is unable to escape the usual limitations due to constraints of Time, Money and other resources.

2.

The response of respondents may or may not represent their own responses.

3.

Most of the respondents were busy with their own routine and they have no or less time to fill up the questionnaire.

4.

Some of the units in the sample may not be the true representatives of the population.

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BIBLIOGRAPHY

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BIBLIOGRAPHY
Kothari, C.R., Research Methodology, 2nd ed, Wishwa Prakashan, 2003 Katler,Phiplip, Marketing Management, 11th ed, Pearson Education, 2003 Sexena, Rajjan, Marketing Management, 1st ed., Tata McGraw hill, 1997. Sharma, R.K & Gupta, S.K, Management Accounting, 7th ed., Kalyani Publishers, 1996. Gupta, S.P., Statistical Methods, 1 st ed., Sultan Chand, 1995. Jain, S.P & Narang, K.L, Basic Accounting, 1 st ed., Kalyani Publishers, 1996.

WEBSITES:http://www.milkfed.nic.in/mark.htm

http://www.Country Milkfoods.com/home.htm

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ANNEXURE

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QUESTIONNAIRE
Q1 Do you use the dairy products? Yes ( ) No ( )

Q2

Which Companys dairy products do you use? Please rank. Country Milk ( Wonder ( ) ) Nestle ( Rajat ( ) ) Amul ( Uttam ( ) )

Others ________________________

Q3

Please tick the name of the products used by you? Flavoured milk ( Mango Rassila ( Curd Kheer ( ( ) ) ) ) Flavoured lassi ( Yoghert fruit drink ( Cheese ( ) ) ) )

Kaju Pinni (

If other please specify

__________________________

Q4

How often do you use the products of Country Milk mentioned below? Once in a week ( Once in a month ( Occasionally ( ) ) ) More than once in a week ( ) More than once in a month ( )

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Q5

How much quantity do you use approximately in a month? 0-10 ( ) ) 10-20 ( above 30( ) )

20-30 (

Q6 Which factors do consumers consider while purchasing the Country Milk dairy products? Price ( Taste ( ) ) Quality ( Brand ( ) )

Q7 below?

How much are you satisfied with Country Milk s products mentioned

Very satisfied ( Neutral (

) )

satisfied dissatisfied

( (

) )

Q9

Any suggestion, if you have? _______________________________________________________ _______________________________________________________

Personal information Name_______________________Address__________________________ Ph.No. _______________ Thanks for sparing few minutes to fill the Questionnaire.

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