vaiA SUMMER TRAINING REPORT ON CONSUMER PREFERENCE AND BRAND RECALLABILITY OF BARODA DAIRYS PRODUCTS IN BARODA CITY FOR

BARODA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION LIMITED Submitted to ANAND INSTITUTE OF MANAGEMENT IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF THE AWARD FOR THE DEGREE OF MASTERS OF BUSINESS ADMINISTRATION UNDER THE GUIDANCE OF Mr. Kerav Pandya Lecturer Anand Institute of Management
Submitted By:
SAGAR PANCHAL EXAM SEAT NO: B 010165 M.B.A- SEMESTER 2

Mr. A. P. Jagani Marketing Officer Baroda Dairy

ANAND INSTITUTE OF MANAGEMENT

MBA PROGRAMME OPP. TOWN HALL, NEAR GRID, ANAND

JULY 2010

TABLE OF CONTENTS

Preface Acknowledgement Declaration Executive Summary SR.NO PARTICULARS PART-I General Information 1 About the industry 2 About the Company 3 About the Functional Departments Production Department Finance Department Marketing Department Human Resource Management Department Purchase and Stores Department Quality Assurance Department Dispatch and Logistics Department PART-II Primary Study 4 Introduction Background of the Study Importance of the Study 5 Overview of the Project Objective of the Study 6 Research Methodology Research Design Sources of Data Data Collection Method Population Sampling Method Sampling Frame Data Analysis and Interpretation Limitations of the Study Results and Findings Conclusion/Suggestions

PAGE NO. 01 06 14 17 19 22 27 28 30

31 34 35 36

7 8 9 10 Annexure Bibliography

37 72 73 76

LIST OF TABLES
Sr. No. Particulars Table Page

No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 Age analysis Gender analysis Household income analysis Occupation analysis The response consumption of the Baroda Dairys products The response of not consuming the Baroda Dairys products The top of the mind response of the Baroda Dairys products Unprompted recallability of brands The response for the 1st favorite brand The response for the 2nd favorite brand The prompted recallability of the brands The recommended brands of products The consumption pattern of 1st favorite brand The consumption pattern of 2nd favorite brand The buying pattern of the respondents The satisfaction level of quality The satisfaction level of price The level of importance of the price attribute The level of importance of the quality attribute The level of importance of the availability attribute The level of importance of the variants attribute The level of importance of the packaging attribute The level of importance of the quantity attribute The satisfaction/superiority level of Baroda dairys products The association between annual household income and average amount spent 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18.1 18.2 18.3 18.4 18.5 18.6 19 20

No. 37 38 39 40 41 42 43 45 48 50 52 55 58 59 60 61 62 63 64 65 66 67 68 69 70

LIST OF CHARTS
Sr. No. Particulars Chart No. Page No.

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27

Age analysis Gender analysis Household income analysis Occupation analysis The response consumption of the Baroda Dairys products The response of not consuming the Baroda Dairys products The top of the mind response of the Baroda Dairys products Unprompted recallability of brands The percentage of respondent for unprompted recalling other brands The response for the 1st favorite brand The response for the 2nd favorite brand The prompted recallability of the brands The percentage of prompted recallable brands The recommended brands of products The percentage of recommended brands The consumption pattern of 1 favorite brand The consumption pattern of 2nd favorite brand The buying pattern of the respondents The satisfaction level of quality The satisfaction level of price The level of importance of the price attribute The level of importance of the quality attribute The level of importance of the availability attribute The level of importance of the variants attribute The level of importance of the packaging attribute The level of importance of the quantity attribute The satisfaction/superiority level of Baroda dairys products
st

01 02 03 04 05 06 07 08.1 08.2 09 10 11.1 11.2 12.1 12.2 13 14 15 16 17 18.1 18.2 18.3 18.4 18.5 18.6 19

37 38 39 40 41 42 44 46 47 49 51 53 54 56 57 58 59 60 61 62 63 64 65 66 67 68 69

PREFACE
As MBA (Master of Business Administration) students our aim should not be only to learn theoretical concepts in the classroom, but it becomes more important as how we apply those concepts in practices.

At present the world is running very fast. We are coming across many modern theories and implementation of machineries, to start new business. We must have the knowledge of theories and practical, through it, the student can able know about how to apply their mind in the real business world. This program of industrial summer training is to create awareness about the industrial environment amongst the students. Such training also plays vital role in MBA programme. The importance of training and project preparation has been widely accepted in the education institutions. Thus knowing the importance of such practical training, our college is providing six weeks training programme. Baroda District Co-Operative Milk Producers Union ltd gave me the golden opportunity to carry out my training programme in such a great organization. I have prepared the detail report regarding the Consumer Preference and Brand Recallability of Baroda Dairys Products in Baroda city. I have tried my best to collect all necessary information relating to the project work.

ACKNOWLEDGEMENT
The work presented here is not a single effort as each and every person associated with this project has contributed in the successful accomplishment of this piece of work and is being thanked for their efforts.

I am thankful to the Director Dr. N.N.Patel Anand Institute of Management (AIM), MBA programme, for giving me such an opportunity to have a practical exposure and collect first hand data by myself. I owe my heartiest thanks of Mr. Ravindra Mathur (Managing Director), Baroda District Co-Operative milk producers Union LTD, for giving me an opportunity to be a part of
the Baroda Dairy and I am also thankful to other officers as under for allowing me to do

research in their prestigious organization and providing necessary information for the research project.
Mr. V. C. Patel (Marketing Manager) Mr. A. P. Jagani (Marketing Officer) Mr. Alok Desai (Training Officer)

Moreover, I am thankful to Mrs. Kunjal Sinha madam, our Project guide (mentor) for assisting me in every way to prepare this report. She shared with me her valuable knowledge and guided me from time to time in order to improve my project. I would like to thank all those people who were a part of this report in some way or other for providing me all possible help and cooperating with me. Without their cooperation I would not have been able to get their valuable responses and thus would not have been able to complete the project.

Sagar Panchal

DECLARATION

I, SAGAR PANCHAL, hereby declare that the report on Summer Training entitled CONSUMER PREFERENCE AND BRAND RECALLABILITY OF BARODA DAIRYS

PRODUCTS IN BARODA CITY is a result of my own work and my indebtedness to other work publications. Correction if any, will be duly acknowledged.

Place: Anand Date: 20th July 2010 SAGAR V PANCHAL

EXECUTIVE SUMMARY
The report consists of the details on Baroda District Co-operative Milk Producers Union Ltd. It is a co-operative society. The main aim of it is the welfare of the society by providing quality milk to its consumers at an affordable price.

It has various functional departments such as the Production, Human Resource, Finance, Marketing, Purchase and Stores, Quality Assurance, Dispatch and Logistics. A detail study of all these departments have been made so as to get a clear view of the working of each of them. In addition to it a market research on the Consumer Preference and Brand Recallability of Baroda Dairys Products has been done in Baroda city. This survey is useful for the company to know the status of brand Recallability among consumers towards the products of Baroda dairy in Baroda city. This will enable the company to take appropriate decision as needed to increase as well as to retain its customers in the market. The survey has been analyzed by presenting it in the form of graphs and tables and based on it; the interpretations have been made for the same. The results and findings have also been made for the organization to help management in their decisions. Lastly, the recommendations have also been made for the organization.

PART-I General Information

About the Industry

INDIAN DAIRY INUSTRY

Introduction:

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 valueadded milk products in the world. The dairy sector has developed through co-operatives in many parts of the State. During 1997-98, the State had 60 milk processing plants with an aggregate processing capacity of 5.8 million litres per day. In addition to these processing plants, 123 Government and 33 co-operatives milk chilling centres operate in the State.

Indian dairy industry:

Dairy is a place where handling of milk and milk products is done and technology refers to the application of scientific knowledge for practical purposes. Dairy technology has been defined as that branch of dairy science, which deals with the processing of milk and the manufacture of milk products on an industrial scale. In developed dairying countries such as the U.S.A., the year 1850 is seen as the dividing line between farm and factory-scale production. Various factors contributed to this change in these countries, viz. concentration of population in cities where jobs were plentiful, rapid industrialization, improvement of transportation facilities, development of machines, etc. whereas the rural areas were identified for milk production, the urban centres were selected for the location of milk processing plants and product manufacturing factories. These plants and factories were rapidly expanded and modernized with improved machinery and equipment to secure the various advantages of large-scale production. Nearly all the milk in the U.S.A. before 1900 was delivered as raw (natural) milk. Once pasteurization was introduced, it developed rapidly. Mechanical refrigeration helped in the rapid development of the factory system of market milk distribution.

The highest milk producer in the entire globe India boasts of that status. India is otherwise known as the Oyster of the global dairy industry, with opportunities galore to the entrepreneurs globally. Anyone might want to capitalize on the largest and fastest growing milk and milk products' market. The dairy industry in India has been witnessing rapid growth. The liberalized economy provides more opportunities for MNCs and foreign investors to release the full potential of this industry. The main aim of the Indian dairy industry is only to better manage the national resources to enhance milk production and upgrade milk processing using innovative technologies. The Indian dairy industry has aimed at better management of the national resources to enhance milk production and upgrade milk processing involving new innovative technologies. Multinational dairy giants can also make their foray in the Indian dairy market in this challenging scenario and create a win-win situation for both.

In India, dairying has been practiced as a rural cottage industry since the remote past. Semi-commercial dairying started with the establishment of military dairy farms

and co-operative milk unions throughout the country towards the end of the nineteenth century. During the earlier years, each household in those countries maintained its family cow or secured milk from its neighbor who supplied those living close by. As the urban population increased, fewer households could keep a cow for private use. The high cost of milk production, problems 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 within easy driving distance began delivering milk over regular routes in the cities. This was the beginning of the fluid milk-sheds which surround the large cities of today. Prior to the 1850s most milk was necessarily produced within a short distance of the place of consumption because of lack of suitable means 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. The industry is still in its infancy and barely 10% of our total milk production under goes organized handling.

NATIONAL DAIRY DEVELOPMENT BOARD

National Dairy Development Board (NDDB) was founded to replace... Exploitation with empowerment, Tradition with modernity, Stagnation with growth, An instrument for the development of Indias rural transforming dairying into an instrument for the development of Indias rural people. Prior to NDDB, the milk market was vastly governed by local private dairy and these dairies were neither producing milk nor they were animal breeders and hence law of demand and supply was unheard by those whose intentions were purely to make more money from both the sides that is from producers of milk (farmers) and consumers at large. Establishment of NDDB broke that spell and traders were side lined in due course. The National Dairy Development Board was created in promote, finance and support producer-owned and controlled organizations. NDDBs efforts are co-operative principles and the Anand Pattern of Co-operation

Philosophy of NDDB
1. Co-operation is the preferred form of enterprise, giving people control over the resources, through democratic self governance. 2. All beneficiaries, particularly women and under privileged, must be involved in co-operative management and decision making. 3. Technological and evolution search for better way to achieve the objective in the dynamic market. The NDDB was created in 1965, fulfilling the desire of the Prime Minister of India the late Lal Bahadur Shatri to extend the success of the Kaira Co-operative Milk Producers union (Amul) to other parts of India.

That success combined the wisdom and energy of farmers with professional management to successfully capture liquid milk and milk product markets while supporting farmer investment with inputs and services. NDDB began its operations with the mission of making dairying a vehicle to a better future for millions of grassroots milk producers. The mission achieved thrust and direction with the launching of Operation Flood, a programme extending over 26 years and which used World Bank loan to finance Indias emergence as the worlds largest milk producing nation. Operation Floods third phase was completed in 1996 and has to its credit a number of significant achievements. As on March 2001, Indias 96,000 dairy co-operatives integrated through a three tier co-operative structure The Anand Pattern, owned by more than ten million farmers, procure an average of 16.5 million liters of milk every day. The milk is processed and marketed by 170 milk producers co-operative unions which, in turn, own 15 state co-operative milk marketing federations. NDDB also promotes other commodity-based co-operatives, allied industries and veterinary biological on an intensive and nation-wide basis. Dr. (Ms) Amrita Patel serves as the Chairman of NDDB; Dr. Varghese Kurien was the founder Chairman.

About the Company

The Baroda District Cooperative Milk Producers' Union Ltd.

Baroda Dairy is a prestigious popular co-operative organization of farmers of Vadodara District, providing good quality milk to the people of Sayaji Nagari since Last 52 Years. Baroda Dairy is a one of the leading dairies in INDIA having turnover of Rs.4000 Million(2008-09) and has a 1300 member milk cooperative societies(2008-09), 800 Milk centers for distribution and sales of Milk, 500 Retailers for sales of milk products and 1300 dedicated employees. The mission is to help farmers of the district to grow & improve life style of rural people.

Introduction:
Baroda District lies in the centre of Gujarat, a state of Western India, well-known for co-operative dairying. Baroda District co-operative Milk Producers union Ltd. Is the full name of Baroda dairy. As the name suggests that it is a co-operative union. The company is engaged in the production of milk, flavored milk, butter and ghee, butter milk. The company also produces a wide variety of ice-cream, shrikhand, and many sweets through Sugam unit, a subsidiary of Baroda dairy. The plant is situated in Makarpura area, in the center of the city. The plants of Baroda dairy are fully equipped with latest technology and modern facilities. Baroda dairy always work for welfare of society.

Objective:
The Milk Union was established on 24th December 1957 with a view to relieve the milk producers by the private milk venders and to give proper remuneration to them and to supply good milk to the citizens of Baroda City.

Foundation of Dairy
With the view to relieve the milk producer from the exploitation by the private vendors, and to give a remunerative price for their milk and to supply good quality of milk to the citizen of Baroda city, the milk union was established on 24th December, 1957. The milk union got guidance and help in all respect from the Neighboring milk union of "Amul" especially from the Founder Chairman of "Amul", Shri T.K. Patel and then the general manager, Dr.V.Kurien who supported and guided the Baroda Milk Union. This union has strong leadership of Shri Maganbhai Patel, dynamic leadership the foundation stone of this union was laid. First six milk co-operative societies became founder members of this union from where the milk was brought for distribution, but, in the absence of adequate facilities for chilling and pasteurization it was thought best to postpone the rural milk collection. In turn, pasteurized hygienic milk from Amul Milk Union was brought for distribution to the consumers of the Baroda city. The foundation stone of 50,000 LPD Dairy Plant was laid on 24thAugust 1962, by Shri T.K. Patel, the Doyen of the Co-operative Dairy Movement in Gujarat. In the year 1963-64 milk distribution through 21 Distribution centres were started in an organized way. In the year 1964-65, the union started its milk procurement from 120 milk cooperative societies. The dairy plant commissioned on25th April, 1965, was inaugurated by Shri Morarjibhai Desai, the then Finance Minister, and Government of India. Under the milk distribution system, pasteurized milk in the bottles was supplied to the city consumers. The bottling plant was set by UNICEF in collaboration with CARE to supply the reconstitutes milk to school children on matching contribution basis. Founder Chairman and Shri Jashvantlal Shah, Deputy Minister in the then state of Bombay. Under their

COMPANY PROFILE:
UNIT NAME: Baroda District Co-operative Milk Producers Union Ltd. FORM OF ORGANIZATION: Co-operative Sector YEAR OF ESTABLISHMENT: 24TH December, 1957 REGISTERED OFFICE: Baroda District Co-operative Milk Producers Union Ltd. Baroda Dairy, OPP. O.N.G.C. Regional Office, Makarpura Road, Baroda-390009 E-Mail: dairy@barodaunion.Coop Website: www.barodadairy.com Phone: (0265) 2641066 SIZE OF THE UNIT: Large Scale Industry REGESTERED OFFICE NO.: Rg. No. D 4/57 TOTAL UNITS: 1. 2. 3. 4. 5. 6. Baroda Dairy - Baroda Sugam Unit Baroda Cattle Feed Category Itola Milk Chilling Centre Bodeli Veterinary Sub Unit Savli Veterinary Sub Unit Dabhoi

MAN POWER: Permanent: 1378 Temporary: 475

BOARD OF DIRECTORS:

1) Shri Narendra Mukhi 2) Shri Satishbhai patel 3)Shri Ravindra Mathur 4) Shri Sureshbhai Z. patel 5) Shri Upendrasinghji p. Gohil 6) Shri Ganpatsinghji M. Solanki 7) Shri Ashwinbhai C. patel 8) Shri Ajitsingh R. Thakor 9) Shri Dilipbhai N. Patel 10) Shri Ganpatsinghji B. Solanki 11) Shri K.T Amin 12) Shri Dinsa N. patel 13) Shri Ranjit singh M. Rathwa 14) Shri Thakorbhai V. patel 15) Shri kiritsinghji j. Maharaul 16) Shri Bakul bhai k. patel 17) Shri K.M. Jala 18) Shri Deepak Dalai 19) Shri Arun Vayanganker 20) Shri Deepal Dalai 21) Shri K M Joshi

Chair Man Vice Chair Man Managing Director Director Director Director Director Director Director Director Director Director Director Director Director Director Director Director Director District Registrar General Manager

AUDITOR: Ramesh M Patel. (Sp. auditor)

Current Expansions:

The dairy has started manufacturing bottled mineral water. Water from the river Narmada will be used for manufacturing mineral water, which will be marketed in bottles and pouches. A 12-km pipeline has been laid to pump water from the Narmada. The dairy has already got 90% subsidy from the Centre for the project. The project name is NARMADA NEER.

Future Expansions:
Baroda Dairy, run by Baroda District Milk Cooperative Union, is all set to venture into manufacturing of tomato ketchup. The dairy has decided to take up a green field project for setting up a tomato ketchup manufacturing facility in central Gujarat. The dairy also plans to market the product at a later stage. Baroda dairy is currently giving final touches to the project report. According to top officials of the dairy, the proposed plant will come up in the Bodeli area. Around Rs 7-8 crore would be required to set up the new unit, for which the dairy has already acquired land. "Bodeli is an ideal location for such a plant as its surrounding area such a Chhota Udaipur, Pavijetpur and Sankeda grow tomatoes on a large scale. Tomatoes will be procured from these areas, according to the dairy officials. Baroda Dairy is also going to introduce Idli-Dhosa centre after the success of Pizza. As per the latest news given in the local news paper dated 8th June, 2010 that Baroda Dairy has increased its turnover with Rs.62 crores. And also with the expenditure of Rs.20 crores, the Dairy will launch a new plant with the capacity of 7 LAKH LITRES.

Present Products Mix:

Baroda Dairy is a unique place processing several products from the basic rawmaterial i.e. Milk, These products are as under and are immensely popular in and around city of Baroda. Milk Butter Milk(Chhash) Curd Flavoured Milk Butter Cheese Paneer Ghee Rajwadi Kadhi Thickshake Dry Sweets Ice-cream Pizza Shrikhand

Vision and Mission:

Baroda Dairy is a Co-operative society and it is not just a profit making unit but to serve the better worth to society. The main mission of the Baroda dairy is to assure and safeguard the interest of the both nominal consumer of milk in city area and supplier of rural areas. And for this the Baroda Dairy deals according to provide BEST QUALITY product at REASONALBE PRICE to their customers

Environment Policy:

We are committed to protect and preserve natural Environment for social welfare and co-existence. Baroda Dairy, A leading co-operative organization is engaged in manufacturing and marketing of milk and milk products in India and abroad. FOLLOWING ARE THE PRINCIPLES OF ENVIRONMENTAL POLICY Control our plant operations to prevent pollution. To conserve natural resources and energy. Comply with applicable environmental legislation and regulations. Applying greening of the earth within our premises. Continually improve our environmental performance. To minimize generation of waste and follow appropriate methods for its disposal Create awareness among employees on environmental issues and environmental management system. Keep our work environment clean and safe. This Environmental policy will be communicated to all employees, contractors and suppliers of Baroda Dairy.

Quality Policy:
Baroda Dairy firmly believes to provide Milk and Milk products of quality to give total consumer satisfaction. In order to achieve this objective, Baroda Dairy has implemented Quality and Food safety Management Systems since May 2000. The dairy is certified for ISO 9001:2000 and HACCP by SAI Global, which is a wholly owned subsidiary of Standards Australia International Ltd. The implemented systems emphasize on ensuring and maintaining quality and Food safety at all stage of procurement, Production, Packaging, Storage and Distribution of Milk and Milk Products. Both the Quality and Food safety Management Systems are audited every six months by SAI Global to ensure the continuity and adequacy. The product quality and safety is ensured at every stage of operation and does not merely relay on final product

testing. There is a system in place to identify and assess the risk at every stage of product manufacturing, packaging storage and distribution. Appropriate control measures are implemented at the identified stage to eliminate the possible cause of risk. This ensures the quality and food safety at every stage. A high level of plant and personnel hygiene and housekeeping is maintained to avoid any cross contamination. The housekeeping audits are conducted periodically and employees are motivated to participate in good Housekeeping Competitions. The dairy develops and maintains lawn and trees on open land within the premises. Baroda Dairy now, looks forward to implement ISO-14001:1996 Environmental management System with the objective to prevent pollution and protect environment through proper Management and control of its activities, products and services.

Achievements:

Achievement of holding ISO 9002 HACCP 9000 certificate. National Productivity Award for the best Productivity. Jamnalal Bajaj Award in 1994-1995. Award for good housekeeping at state level. Baroda Dairy was second achieving the award in Horticulture. Received International recognition ISO 14001 Certificate for the Received second Prize for minimum accidents among drugs

maintenance of Natural Environment.

pharmaceuticals food and dairy Industry.

About the Functional Departments

Production Department

ORGANIZATIONAL STRUCTURE OF PRODUCTION DEPARTMENT

INTRODUCTION
Production Department is most important part in any organization, firm, company or co-operative sectors. Production can be made for the middle users or for the end-users (direct consumers). Production do the main work of converting raw material into semi-finished or finished goods, it depends on what kind of production the organization is doing. In the context of BARODA DAIRY, people have endless demand for milk and milk products. BARODA DAIRY undertakes the procurement of milk and its production likewise satisfying the needs and demand of people. It estimates the demand and accordingly production is done for which arrangement of Raw material, finance and provision for selling is made by BARODA DAIRY. The Production Department is interrelated with the Personnel, Finance, and Marketing Department. During the year the average weight of milk received from the cooperative milk societies was 3,34,588 kg. The maximum quantity of milk received in one day was 4,44,008 kg during the year.

Major Products of Baroda Dairy:

Following are the some milk products that the Baroda Dairy products and sale in different areas of Baroda district. Amul Gold Flavoured milk pouch Amul Shakti Flavoured milk bottles Amul Cow Total Daily Average Goras chhas Jira Chhas Masti Dahi Rajwadi Kadhi 22,98,259 litres per day 33149 pouches per day 71,24,528 litres per day 31114 bottles per day 6,14,867 litres per day 1,00,37,654 litres per day 3,34,588 litres per day 14,39,04 pouch of 500ml per day 14,16,552 pouch of 200ml per day 2,80,711 pouches of 200ml per day 21,863 pouches of 500ml per month

Activities of Production Department:

There are mainly five (5) activities done by the Production Department. They are as follows:

1. Raw Material Receiving Dock 2. Pasteurization 3. Standardization 4. Homogenization 5. Pouch packing Section Baroda Dairy has set up a modern plant for the production process. It has established its plant in a modern high tech style which functions nearly 80% automatically.

Finance Department

INTRODUCTION

Finance is the most crucial part in any organization. Finance is required in each & every stage of the business. Business is nothing but a process of making money through money. The finance department of a business takes responsibility for organizing the financial and accounting affairs including the preparation and presentation of appropriate accounts, and the provision of financial information for managers The primary purpose of the Finance Department is to monitor and report on the financial position of the Baroda Dairy and to provide an excellent level of service to their public customers and customers in other City Departments. It can be acquired through various sources. After the acquisition of finance, the work of utilization of finance is to be decided. The finance department has to deal with not only the procurement of finance but also with the proper utilization of it. Finance is the basic requirement for purchase of assets, production of goods, marketing, selling, etc. The finance department takes the decision regarding financial matters. Thus, we can say that finance dept. is one of the most important dept.

Source of Finance in Baroda Dairy

Baroda dairy does not raise finance for short term as all the requirement for short-term finance are fulfilled by the internal sources (i.e. reserves & surplus). Mostly, finance is raised from long-term sources of finance. All the requirement of finance is fulfilled either by issuing equity shares or by taking loan from National Dairy Development Board. The repayment of loan is done in equal installments, the amount is pre-decided. Generally, 6% interest is charged on the amount of loan.

The Main Areas Covered By Financial Department in Dairy

Book keeping procedures.

Creating a balance sheet & profit and loss account. Providing information to management. Management of wages & salary. Raising Funds. Cost allocation.

Capital Structure in Baroda Dairy

Capital structure of an organization refers to procurement of capital. capital structure including all the financial. Thus capital structures of an organization show how or through which sources raised. Baroda dairy is a co-operative society and its shares are out listed in stock exchange. However the shares are purchased by the milk societies who can easily become its members. These societies are not paid dividend but get prices difference. Baroda Dairy Is A Co-Operative Organization. It Does Not Issue Right Or Any Other Public Issue. Therefore There Is No Question Of Any Bonus. BARODA DAIRY does not have any other source of raising fund from its profits. For any undertaking it is financial by NDDB or self financing.

Marketing Department

ORGANIZATIONAL STRUCTURE OF MARKETING DEPARTMENT

INTRODUCTION
It is clearly said that Marketing Department is the Front Face of any organization or firm. This is said because marketing is the only means from where the consumers can know about the upcoming products of the firm or organization. This indirectly gives result in increased sales of products. Marketing - in other sense, means promoting the product publically and to bring revenue through sales. Marketing Department does the function of creating demand in people and generates sales from it, which completely depends on marketing department. Baroda dairy is having a full-fledged marketing dept. where all the functions related to marketing are performed. As a part of marketing strategy Baroda Dairy has increased its Morning milk centers

Target Market of Baroda Dairy

The whole city of Baroda is the target market for Baroda dairy. Also the town of Baroda city is the target market for the Baroda dairy. Baroda dairys milk and its products are very popular among people of Baroda which made BARODA DAIRY a MARKET LEADER

Market Share
Baroda dairy has 80% market share. It is market leader. It is due to the quality and variety of milk & milk products which are sold at reasonable price.

Advertisement
Baroda dairy does not have to advertise on a large scale for its products because most of the people are aware of the products produced by the dairy. In fact, the products are of daily used and they are so popular that there is little need for advertisement.

Pricing Policy
Price may be defined as the value of product expressed in the monetary terms which a consumer pay or expected to pay in exchange and anticipation of the expected or offered utility. Therefore, we can say price is a link between the consumer and organisation. As the main objective of Baroda dairy is not profit maximisation, so it sets reasonable price for its products. It considers the interest both the parties. i.e. the suppliers of milk and the consumers currently, all over India the price of milk is fixed by the NDDB (National Dairy Development Board)

Export
The products produced at Baroda dairy are not exported to other countries. The products of SUGAM unit are Exports to countries like.. USA SINGEAPORE JAPAN AUSTRALIA KUWAIT BATLERIN DUBAI ABUDHABI

Warehousing & Transportation

Warehousing:Baroda dairy does not have any warehouse but it has cold storage. Mostly, all the products are perishable in nature so there is a facility of cold storage and it is within the dairy premises. Transportation:-

There is use of private vehicles i.e. tempo & trucks which are hired to transport milk. The transportation cost is low as it is within Baroda district.

Human Resource Department

INTRODUCTION
There is a well versed Quote saying that Employees are the assets of any organization Which depicts that they are most important tool of organization. Thus to maintain them for the organization, Personnel department (Human Resource Department) is kept for the well being of employees. The function of Human Resource Department can be seen in each and every department of any organization. Thus it can be easily said that The Human Resource Department is the heart of any organization. The function of Human Resource Management is to manage the people working in the organization. It mainly focused on the intrapersonal relationship and interpersonal relationship of employees. Human Resource Management in simple words means planning, organizing, directing and controlling of procurement, recruitment, selection, training and development, compensation, integration, maintenance, appraisal, allocation and separation of Human Resources Thus, Human Resource Management refers to set of programme, functions and activities designed and carried out in order to MAXIMIZE the employees as well as organizational efficiency and effectiveness.

Human Resource Management at Baroda Dairy

Baroda Dairy is one of the leading Dairy It shares collaborative and friendly relationship with preferred partners, employees, consumers and other workers involved to it. It maintains a transparency in handling the above relations and stick to its standards. The HRM function or Personnel department function in Baroda Dairy is indeed vast. All major activities since working of a worker from the time of his/her selection in to an organization until he/she resigns or get retired or leave job for any reason comes under the preview of HRM. The HR planning in Dairy is very smooth and transparent. It made Baroda Dairy a HUGE BIG Family of approximately 1400 employees. In Baroda Dairy major attention is given on the welfare and Safety of employees. They are also given different kind of incentives to increase their production effectiveness. Dairy also focuses on developing human value and potential through various bearing and development activities and provide favorable atmosphere. All these functions are performed by HR in Baroda Dairy.

ORGANOGRAM OF PERSONNEL DEPARTMENT MANAGING DIRECTOR

GENERAL MANAGER (P&A)

MANAGER (PERSONNEL)

MANAGER TIME KEEPING

MANAGER (ADMIN)

SUPERINTENDE NT (TELEPHONE) SR. OFFICER

OFFICER

OFFICER

OFFICER

JR. OFFICER

JR. OFFICER

JR. OFFICER

SR. EXECUTIVE

SR.EXECUTIVE

SR. EXECUTIVE

JR. ASSISTANT

JR. ASSISTENT TIME KEEPER

JR.ASSISTANT (ADMIN)

Human Resource Is Divided Into Different Parts

The HR in Baroda Dairy in mainly divided into four sections: Personnel Department Recruitment, selection, training, industrial relations, negotiation with Union etc. Administration Department
Its handles canteen, security, welfare facilities, safety, Any theft or loss,

Absenteeism , events, AGM meeting organizing, licensing work, hygiene of various dept, etc. Time Keeping Department It handles salary & wages, records of employees, provides benefit of statutory, ESS, Form fill up, punching System, provident fund, ESI etc. Telephone Department & Computer Department Maintains the connection of each department and provides facility of CUG to each employee to remain in contact while doing work. So that if any query or problem occur they can contact each other easily. Computer system handles the whole MIS in Baroda Dairy.

Trade Union in Dairy

Trade unions are the voluntary collective group of employees or employers formed to promote and convey their interest through collective actions to the organization. At Baroda dairy, there are two unions. One for the workers & another for officers which are working for the following:-

1. BARODA DAIRY TRADE UNION:- ( FOR OFFICER) 2. RASTRIYA MAJDOOR UNION:- ( FOR WORKERS) To get adequate bonus Strive for better working condition. To secure better pay scale for employees in keeping with the prevailing standards of living in the country. To work for welfare and development of workers educational facilities and group benefit scheme for them.

Recruitment
Recruitment is a process of searching for prospective employees & stimulating them to apply for the job in the org. Recruitment of an employee is done on the bases of Human Resource Planning carried by Baroda dairy Mgt. At Baroda dairy recruitment is done through both sources i.e. internal as well as external sources. Internal Recruitment: Recruiting employees internally like promotion, transfers, etc. External Recruitment: Recruiting employees form job portals, employment exchange, campus interview, advertisements. Dairy uses External source of recruitment mostly.

Selection
Selection procedure includes the selecting Right candidate, at Right time, for right job. It is as follows: Application form Bio-data analysis Short-listing. Interviews References/security screening Ability tests Aptitude, intelligence and personality Work experience/short term contracts Medical checkups.

Placement/Appointment.

Purchase and Stores Department

INTRODUCTION
Inventory Management System
In Baroda dairy, the store department uses the FIFO method. I.e. First In First Out method of inventory management.

Purchase Procedure
Baroda Dairys main raw material is milk. The purchase department has only to pick up just 10% of other raw material. The purchase procedure is as under :
1. First of all respective department heads find out their need and get it approve

by the managing director. 2. Then they contact the stores department. 3. After this they send an indent to the purchase department. 4. The purchase department then asks for quotation from the suppliers. 5. After the quotations are received will then be selected. 6. The least cost giving suppler will then be selected. 7. Then take the approval and give the authority to the supplier who gets the quotation passed. 8. Then just let the finance department will make the payment the supplier after the delivery of goods.

Types of Stores
Cold Stores The cold stores are use for storing milk, chhas, flavored milk, dahi etc. and many other products. General Store 1 In this general store, the veterinary products, medicines, transportation instrument, buckets, flavors for milk and shrikhand are stored here. General Store 2

Here plastic of milk bags is store; tins of ghee, milk powder, fodder for cattles etc. are stored.

Quality Assurance Department

ORGANIZATIONAL STRUCTURE OF QUALITY CONTROL DEPARTMENT

INTRODUCTION
Activities Carried By People in Quality Control Lab
Superintendent The superintendent observes all the activities in the lab, packing and giving the guidance. Junior Officer Here the officer looks after all Agmarks related to ghee and butter in the lab. Senior Officer Here the senior chemist looks after ISO 14000 and ISO 9000-20000 certificates. Chemist The chemist looks after all the society milk, pasteurized milk and other milk products. Sampler The sampler takes the samples from the milk received from different co-operative societies. Micro Biologist (Milk Plant) The microbiologist cleans up all the tools and machines, which are used for milk, butter and buttermilk.

Dispatch and Logistics Department

INTRODUCTION
Dispatch and Logistics
All activities carried out under the supervision and order General Manager of Marketing head i.e. order of milk and milk products are dispatched as per the order of customers and retailer and all records of dispatch are kept in dispatch register and computer. In dispatch department the work is divided in 3 shifts

1. Morning 2. Afternoon 3. Evening Sources of Mode of Transportation

There are trucks, tempos, insulated vans, three wheeler tempos are used to deliver the milk and the milk products in all the three shifts.

PART-II Primary Study

Overview of the Project

Background of the study

Many large organizations have marked their presence in the dairy industry and trying to grab as much market share as possible in the industry. Baroda Dairy is also

one of the cooperative organization which is engage in producing the milk and milk products. It sells its milk and milk products under the brand name of AMUL which has the highest market share in Asia. This as a result has maintained national and international for quality and consumers likeliness. These high standard milk and milk products manufactured economically using modern technology are made available timely to consumers. The dairy is manufacturing different types of milk and milk products. The profiles of these products are as under: Milk Sr. No. 1 2 3 4 GHEE Brand Name Amul Gold Amul Shakti Amul Cows Milk Amul Slim & Trim Fat 6.00 4.50 3.50 1.50 SNF 9.00 8.50 8.50 9.00 Price Price Price

(500 ml) (5 ltr) (200ml) Rs 14.00 Rs 140 Rs 13.00 Rs 130 Rs 12.00 Rs 05 Rs 10.50

Ghee Sr. No. 1 2 3 4 5 Type of Ghee Brand Name Quantity Price Ghee of Mix Milk Surbhi 500 ml Rs 130/Ghee of Mix Milk Surbhi 15 liters Rs. 3900/Ghee of Cows milk Surbhi 200 ml Rs 55/Ghee of Cows milk Surbhi 500 ml Rs 134/Ghee of Cows milk Surbhi 15 liters Rs 4050/-

Butter Sr. No. Type Quantity 1 Table Butter 100 gm 2 White Butter 500 gm Flavored Milk Sr. No. Packing Quantity 1 2 Bottle Pouch 200 ml 200 ml Price Rs 12.00 Rs 07.00

Butter Milk Sr. No. 1 2 3 4 Type Goras (Simple Chaas) Goras (Simple Chaas) Jira Chaas Masala Chaas Quantity 500 gm 5 liters 200 gm 200 gm Price Rs 05.50 Rs 55.00 Rs 03.00 Rs 03.00

Rajwadi Kadhi Sr. No. Packing Quantity Price 1 Pouch 500 ml Rs 07.00 Curd Sr. No. Packing Quantity Price 1 Pouch 200 ml Rs 07.00 LASSI DRY SWEETS (MITHAEE) ICE-CREAM THICKSHAKE PIZZA

PANEER SRIKHAND And CHEESE is the other products, which are also manufacture by the Baroda Dairy. The above mention products are immensely popular among the consumers of

baroda city and become the brand among them. Thus the dairy has increased its sales of its products in order to meet the demands of the consumers. The quality of these products is far superior to that of the other local manufacturers of the similar types of products. It is very important for the dairy to satisfy the needs of the consumers who have join the dairy with some expectations in terms of price, quality and quantity. As dairy is engage in manufacturing many products along with the milk, it is very essential to give regular attention on them also. This is very important to know about consumer preference and brand awareness towards these products. So I am going to study the consumer preference and brand recallability towards Baroda Dairys products.

Importance of the study

This study will help the organization in the following ways. To know the consumer preference towards the various products of the dairy.
To know the brand recallability among consumers towards the products of

the baroda dairy.

To formulate and implement new marketing strategies to increase brand To know the favorite brand among the consumers of the baroda dairy and also the pattern of their consumption. To know the consumer buying behavior. To know the level of satisfaction towards the quality of the products those are purchased by the consumers. To know the level of satisfaction towards the price of the products those are charged by the baroda dairy. To know the level of importance towards the attributes of the products of the baroda dairy. To know the level of superiority of the baroda dairys products to that of the other brands of products.

awareness among the consumers in a city and also to make profit.

Objectives of the study

Primary objective:
To Know the Consumer Preference and Brand Recallability towards

Baroda Dairys Products in Baroda City. Secondary objectives: Frequency of buying of preferred products of baroda dairy To know the importance of various attributes of the products of baroda dairy.
To know the buying behavior or pattern of consumers towards purchase of

baroda dairys products.

To know about the respondents opinion on quality, price of the products

of baroda dairy.

Research Methodology

Research Design
In this study a descriptive research design has been chosen.

Sources of Data

 Primary Data: The primary data is collected with the help of the questionnaire by taking the responses of the respondents. As all the respondents are aware about this type of survey it becomes easy for me to collect the information needed for the study. Secondary Data: The secondary data is collected through the following sources: Past Reports Data through internet source Annual reports of the Baroda Dairy

Data collection method

Personal survey has been used to collect the data through structured questionnaire.

Universe
The universe consists the respondents of the baroda city.

Sampling method
Convenience Sampling Method has been used to select the samples.

Sample size
Samples of 100 respondents are taken from the city for the study.

Sampling frame
Individuals from baroda city.

Data Analysis And Interpretation

AGE ANALYSIS:

Table-1 Table showing the age of the respondents Age Below-20 21-40 41-55 55-Above TOTAL No. of respondents 01 54 37 08 100 Chart-1 Chart showing the age of the respondents

Analysis:This chart shows the diversity in the age group that I have chosen for my sample study regarding consumer preference and brand recallability of the Baroda dairys products. From the above analysis, it can be noted that the majority belongs to age group between 21-40 (54 respondents), while the age group of 41-55 consists of 37 respondents, further 8 respondents fall under the 55-above age group and lastly only 1 respondent fall under below-20 age group who prefer and are able to recall the products of baroda dairy. GENDER ANALYSIS:

Table-2 Table showing the gender of the respondents Gender Male Female TOTAL No. of respondents 66 34 100 Chart-2 Chart showing the gender of the respondents

Analysis:
The above chart shows that out of 100 respondents surveyed during the research study 66 respondents are male respondent and the rest 34 respondents are female respondent.

ANNUAL HOUSEHOLD INCOME ANALYSIS:

Table-3 Table showing the annual household income of the respondents Annual Household Income Less than 2,00,000 2,00,001 - 4,00,000 4,00,001 - 6 ,00,000 More than 6,00,000 TOTAL Chart-3 Chart showing the annual household income of the respondents No. of respondents 11 41 31 17 100

Analysis:
Here, in this chart out of 100, majority of the respondents i.e. 41 have the annual household income between 2 lac-4 lac. While 31 respondents are having the income of 4 lac-6 lac. People with more than 6 lac are consists of 17 respondents and lastly 11 respondents fall under the income of less than 2 lac.

OCCUPATION ANALYSIS:

Table-4 Table showing the occupation of the respondents Occupation Service Self-employed Student Others TOTAL Chart-4 Chart showing the occupation of the respondents No. of respondents 42 29 16 13 100

Analysis:
Out of 100 surveyed respondents, 42 of them are having service background, while 29 respondents are self-employed, 16 are student and the remaining is included in others (basically are housewife). This means that 42% of respondents are from service by occupation and 29% of them are self-employed, 16% are student while the rest 23% are others i.e. housewives. So from the above graph, it is clear that the surveyed respondents were mostly from service and self-employed by occupation.

Q1. Do you consume Baroda Dairys products?

Table-5 Table showing the response for the consumption of the Baroda Dairys products Response YES NO TOTAL No. of respondents 100 0 100 Chart-5 Chart showing the response for the consumption of the Baroda Dairys products

Analysis:
Out of the total 100 respondents, all the 100 respondents are consuming one or the other products of the Baroda Dairy. There is no respondent who is not consuming any product of the Baroda Dairy. So of the total households, 100% people are consuming the Baroda Dairys products in some or the other way.

Q2. If NO, then what is the reason?

Table-6 Table showing the response of not consuming the Baroda Dairys products Response YES NO TOTAL No. of respondents 100 0 100

Chart-6 Chart showing the response of not consuming the

Baroda Dairys products

Analysis:
Here, in the chart there is no respondent who is not consuming the Baroda Dairys products. Every surveyed respondent is consuming the at least one product of the Baroda Dairy. So there is no specific reason for not consuming the Baroda Dairys products.

BRAND RECALLABILITY:
Unprompted brand recallability Q3. (A) Which ONE brand comes to your mind, when you think about Baroda Dairy? Table-7 Table showing the top of the mind response of the Baroda Dairys products Brand Milk Butter milk (Chhas) Curd (Dahi) Flavored milk Butter Ghee Lassi Dry Sweets (Mithaee) Ice-cream Rajwadi kadhi Thickshake Pizza Paneer No. of respondents 55 04 04 05 02 00 05 01 09 01 00 01 02

Shrikhand Cheese TOTAL

08 03 100

Chart-7
Chart showing the top of the mind response of the Baroda Dairys products

Analysis:
From the above table as well as from the chart it is clearly observed that the product Milk is set at the top of the mind of the respondent when they think about the Baroda Dairy. Out of the total 100 respondents, the product Milk is set at the top of the tongue or it can also be said that it is at the top of the mind among majority of the

respondents i.e. 55 when they think about Baroda dairy. While the product Ice-cream is followed by the product milk as secure the position at the top of the mind among the 9 surveyed respondents. Further the product Shrikhand set at the top of the mind among the 8 respondents and similarly with the rest of the products. Lastly, the products Ghee and Thickshake could not able to set their presence at the top of the mind among any of the surveyed respondents.

Q3. (B) Are there any other brands that come to your mind as well? Table-8 Table showing unprompted recallability of brands

Brand Milk Butter milk (Chhas) Curd (Dahi) Flavored milk Butter Ghee Lassi Dry Sweets (Mithaee) Ice-cream Rajwadi kadhi Thickshake Pizza Paneer Shrikhand Cheese TOTAL

No. of respondents 44 64 60 56 46 45 37 44 60 13 09 20 19 33 20 570

% of respondent 08 11 11 10 08 08 06 08 11 02 02 03 03 06 03 100

Chart-8.1 Chart showing the response of unprompted recallability of the other brands

Analysis:
As there were multiple responses given by the respondents, it is clearly observed from the above chart that the maximum numbers of respondents are able to recall the brand buttermilk other than their top of the mind brand. This brand consists of 64 respondents. While the brands of products Curd and Ice-cream both include equal respondents of 60 in numbers who are able to recall unpromptedly. Further at the third position is secured by the product flavored milk which has 56 respondents who are able to recall the brand unpromptedly.

While the brands butter and ghee which is more popular among the housewives is able to recall unpromptedly. This consist of the respondents 46 and 45 respectively for both the brands of products. Further the brand milk and dry sweets consists same number of respondents for recalling them without prompting about them. Lastly, the brands Thickshake and Rajwadi kadhi which are recall very few by the respondents who are surveyed during the research study. Chart-8.2 Chart showing the percentage of respondent for unprompted recalling other brands

Analysis:
The above shows the respondents for recalling the brands unpromptedly other than their top of the mind brand. As we can observe that 11% of the total respondents

are able to recall the brands buttermilk curd and ice-cream without prompting them about these brands. While only 2% of the respondents are able to recall the brands Rajwadi kadhi and Thickshake without probing them for the brands.

Q3. (C) Which brand of product would you say is your 1st favorite brand? It may or may not be the brand you use/chose most often. Table-9 Table showing the response for the 1st favorite brand Brand Milk Butter milk (Chhas) Curd (Dahi) Flavored milk Butter Ghee Lassi Dry Sweets (Mithaee) Ice-cream Rajwadi kadhi Thickshake Pizza Paneer Shrikhand Cheese TOTAL No. of respondents 31 13 04 06 05 02 04 00 21 00 01 01 02 04 06 100

Chart-9 Chart showing the response for the 1st favorite brand

Analysis:
The above chart shows the response of the respondents for their 1 st favorite brand among all the brands that are manufacture by the dairy. So from this chart out of the 100 respondents, 31 respondents have the milk as their 1 st favorite brand. While 21 respondents say that their 1st favorite brand is ice-cream. Further 13 respondents say that butter milk is their 1st favorite brand. While the rest brands such as curd, flavored

milk, butter, ghee, lassi, thickshake, pizza, paneer, shrikhand and cheese are the 1st favorite brands which consists of 4, 6, 5, 2, 4, 1, 1, 2, 4, and 6 respondents respectively. Lastly, the brand dry sweets and rajwadi kadhi are not the 1 st favorite brand among any of the surveyed respondents.

Q3. (D) Which brand of product would you say is your 2nd favorite brand? Table-10 Table showing the response for the 2nd favorite brand Brand Milk Butter milk (Chhas) Curd (Dahi) Flavored milk Butter Ghee Lassi Dry Sweets (Mithaee) Ice-cream Rajwadi kadhi Thickshake Pizza Paneer Shrikhand Cheese TOTAL No. of respondents 18 11 09 08 08 01 08 07 20 01 00 02 02 03 02 100

Chart-10 Chart showing the response for the 2nd favorite brand

Analysis:
Here the above chart shows the 2nd favorite brand of the consumers who are surveyed during the study research. So from the total of 100 respondents, the brand ice-cream is the 2nd favorite brand of 20 respondents while 18 respondents preferred milk as their 2nd favorite brand. And 11 respondents chose buttermilk as their 2nd favorite brand. Further the brand curd is chosen as 2nd favorite brand by 9 respondents and the brands such as flavored milk, butter and lassi have 8 respondents each who select them as their 2nd favorite brand. While 7 respondents chose dry sweets as their 2nd favorite brand.

At the end, 2 respondents for each of the brands namely pizza, paneer and cheese and 1 respondents for each brands such as ghee and rajwadi kadhi have chosen their 2nd favorite brand. Lastly, none of the respondents have chose thickshake as their 2nd favorite brand. Thus, it can be observed that the brand ice-cream is either 1 st or 2nd favorite among majority of the respondents who were surveyed during the study. Prompted Brand Recallability Q3. (E) I have here a list of brands. Can you tell which these brands are you able to recall of? Table-11 Table showing the prompted recallability of the brands Brand Milk Butter milk (Chhas) Curd (Dahi) Flavored milk Butter Ghee Lassi Dry Sweets (Mithaee) Ice-cream Rajwadi kadhi Thickshake Pizza Paneer Shrikhand Cheese TOTAL No. of respondents 04 12 15 34 32 40 50 24 40 34 48 61 50 41 15 500 % of respondent 01 02 03 07 06 08 10 05 08 07 10 12 10 08 03 100

Chart-11.1 Chart showing the prompted recallability of the brands

Analysis:
Here in this chart, as there were multiple answers given by the respondents, majority of the respondents when they are prompted for other brands to recall of they were able to recall pizza out of all the brands the most i.e. 61 respondents are able to recall pizza when they are exposed to the lists of the brands that are manufacture by the Baroda Dairy. The next most prompted recallable brands are paneer and lassi which has equal respondents i.e. 50. The next 48 respondents are able to recall thickshake when the list of brands was shown to them. 41 respondents are able to recall the brand shrikhand when they were exposed to the list of brands. 40 respondents are able to recall the brands ice-cream and ghee while 34 respondents were able to recall the brands rajwadi kadhi and flavored milk when the list of brands was shown to them.

While 32 respondents and 24 respondents are able to recall the brand butter and dry sweet respectively when they are prompted to recall by showing them the list of brands. Further, 15 respondents were able to recall the brands curd and cheese and 12 respondents were able to recall butter milk when they are prompted. And lastly, only 4 respondents were able to recall milk as a brand when the list of brands of products was shown to them. Chart-11.2 Chart showing the percentage of prompted recallable brands

Analysis:
The above chart shows the percentage of prompted recallable brands by the respondents. 12% of the respondents were able to recall the brand pizza when they are prompted to recall. While 10% of the respondents were able to recall the brands such as paneer, thickshake and lassi when they were exposed to the list of brands. Further 8% of the respondents were able to recall the brands ice-cream and shrikhand when the list of brands was shown to them. Similarly the remaining percentage out of hundred

were share among the rest of the brands when the list of brands was shown to the respondents. Lastly, 1%, 2% and 3% are shared among the brand milk, butter milk and curd respectively.

Recommended Brands Q3. (F) If you had to recommend the brands of products of Baroda Dairy to somebody, which brands would it be? Table-12 Table showing the recommended brands of products Brand Milk Butter milk (Chhas) Curd (Dahi) Flavored milk Butter Ghee Lassi Dry Sweets (Mithaee) Ice-cream Rajwadi kadhi Thickshake Pizza Paneer Shrikhand Cheese No. of respondents 57 38 26 24 13 11 17 14 50 09 22 11 18 31 21 % of respondent 16 10 07 07 04 03 05 04 14 02 06 03 05 08 06

TOTAL

362

100

Chart-12.1 Chart showing the recommended brands

Analysis:
Here in this chart, milk was recommended by the majority of the respondents i.e. 57. The next recommended brand is ice-cream which was consists of 50 respondents. The next brand which was recommended to others by the surveyed respondents is butter milk and shrikhand which was recommended by 38 and 31 respondents respectively. Further, the brand curd, flavored milk, thickshake and cheese were recommended by 26, 24, 22 and 21 respondents respectively to others for the consumption. Similarly the brand paneer, lassi, dry sweet, ghee and pizza were

recommended by 18, 17, 14, 11 and 11 respondents respectively to others to use/consume these brands of products. While at the last, only 9 respondents have recommended the brand rajwadi kadhi to others.

Chart-12.2 Chart showing the percentage of recommended brands

Analysis:
Out of the total 100%, majority of the respondents i.e.16% recommended milk to others for the use or for the consumption. While the next brand is ice-cream which was recommended to others by the surveyed respondents consists of 14% of the total respondents. The third recommended brand is butter milk which is recommended by 10% of the total respondents. Then the next recommended brand is shrikhand which is recommended by 8% of the total respondents. While the brand curd and flavored milk is recommended by equal percent of the respondents i.e. 7% to others.

Further, 6% of the total respondents have recommended both thickshake and cheese to others to consume them. While 5% of the respondents have recommended both lassi and paneer and 4% of the respondents have recommended butter and dry sweets to others. While due to lack of awareness about the brand pizza and ghee only 3% of the respondents have recommended these brands to others. Last but not the least, only 2% of the respondents has recommended rajwadi kadhi to others. Q4. How often do you consume the 1st favorite brand of product of Baroda Dairy? Table-13 Table showing the consumption pattern of 1st favorite brand Consumption Pattern Daily Once in a week Once in a fortnight Once in a month Once in a six month TOTAL No. of respondents 49 38 07 06 00 100

Chart-13 Chart showing the consumption pattern of 1st favorite brand

Analysis:
Here the above chart shows the consumption pattern of the 1st favorite brand of Baroda Dairys product. Out of total 100 surveyed respondents. 49 respondents consume their 1st favorite brand of product on a daily basis. While 38 respondents consume their 1st favorite brand once in a week. Further7 respondents consume once in a fortnight and 6 respondents consume their 1st favorite brand once in a month. While at the end, there is no respondent who consume the 1st favorite brand of product once in a six months. Q5. How often do you consume the 2nd favorite brand of product of Baroda Dairy? Table-14 Table showing the consumption pattern of 2nd favorite brand Consumption Pattern Daily Once in a week Once in a fortnight Once in a month Once in a six month TOTAL No. of respondents 34 31 26 09 00 100

Chart-14 Chart showing the consumption pattern of 2nd favorite brand

Analysis:
From the above chart, it is clearly observed that 34 respondents out of 100 consume their 2nd favorite brand of product on a daily basis. While 31 respondents consume the product once in a week. Further, as compare to 1st favorite brand more people consume 2nd favorite brand of product in once in a fortnight pattern. This means that 26 respondents consume 2nd favorite brand on a once in a fortnight basis. While 9 respondents out of 100 respondents consume them in once in a month. Last but not the least not a single respondent consume 2nd favorite brand of product in once in a six months. Q6. What is the average amount spent by you on the Baroda Dairys products in a month? Table-15 Table showing the buying pattern of the respondents Amount Below Rs.200 Rs.200 to Rs.400 Rs.401 to Rs.600 Rs.601 to Rs.1000 Rs.1001 & above TOTAL No. of respondents 03 20 39 31 07 100

Chart-15 Chart showing the buying pattern of the respondents

Analysis:
The average amount spent by the majority of the respondents i.e. 39 is between Rs.401 to Rs.600. while 31 respondents average amount on the purchase of the Baroda Dairys products is between Rs.601 to Rs.1000. Further within the range of Rs. 200 to Rs.400, there were 20 respondents who spent their average amount on the dairys products. While there are very few respondents i.e. 7 who spent average amount on the purchase of the Baroda Dairys products. At the end, only 3 respondents spent below Rs.200 as an average amount on the dairys products. Q7. Are you satisfied with the quality of the products that you purchased? Table-16 Table showing the satisfaction level of quality Satisfaction level Highly satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Highly dissatisfied No. of respondents 24 68 07 01 00

TOTAL Chart-16

100

Chart showing the satisfaction level of quality

Analysis:
Out of 100 respondents, 68 respondents are satisfied with the quality of the products of the Baroda Dairy. While 24 respondents are highly satisfied with the quality of the dairys products. Whereas 7 respondents are neutral about the quality of the products. Further, only one respondent is dissatisfied with the quality of the products of the Baroda Dairy. There is not a single respondent who is highly dissatisfied with the quality of the products.

Q8. Are you satisfied with the price that is being charged from you, for the product? Table-17 Table showing the satisfaction level of price Satisfaction level Highly agree Agree Neither agree nor disagree No. of respondents 04 59 24

Disagree Highly disagree TOTAL Chart-17

11 02 100

Chart showing the satisfaction level of price

Analysis:
Out of 100 respondents, 59 respondents agree that they are satisfied with the price that is charged from them for the products. While 24 respondents are indifferent about the price of the products. Whereas 11 respondents are disagree towards the price that is charged from them for the products of the Baroda dairy. Lastly, 4 respondents are highly agree and 2 respondents are highly disagree towards the price that is charged from them for the products. Q9. Rank the attributes of the products of Baroda Dairy purchased by you as per their importance? (Develop a five point scale from 1 through 5 where 1= Least Important and 5= Most Important) A. PRICE Table-18.1 Table showing the level of importance of the price attribute Importance No. of

Least Important(1) Little Important(2) Somewhat Important(3) More Important(4) Most Important (5) Total

respondents 01 13 28 32 26 100

Chart-18.1 Chart showing the level of importance of the price attribute

Analysis:
Here in the above chart the surveyed respondents believe price as the most important attribute while purchasing the products. Here 26 respondents believe price as most important attribute and 32 respondents believe price is more important attribute while purchasing the products of the Baroda dairy and 28 respondents also believe that price is somewhat important for them while purchasing the products. B. QUALITY Table-18.2 Table showing the level of importance of the quality attribute Importance Least Important(1) No. respondents 00 of

Little Important(2) Somewhat Important(3) More Important(4) Most Important (5) Total Chart-18.2

00 04 07 89 100

Chart showing the level of importance of the quality attribute

Analysis:
This chart shows the importance of quality of Baroda Dairys products. Out of the total 100 respondents, 89 respondents have ranked quality as the most important attribute while purchasing the products of the Baroda Dairy. Whereas 7 respondents have ranked quality as more important and 4 respondents believe that quality is somewhat important while purchasing the products.

C. AVAILABILITY Table-18.3
D. E.

Table showing the level of importance of the availability attribute Importance No. of

Least Important(1) Little Important(2) Somewhat Important(3) More Important(4) Most Important (5) Total
F. G. H. I. J.

respondents 01 03 30 46 20 100

Chart-18.3 Chart showing the level of importance of the availability attribute

Analysis:
From the above chart it can be easily understand that respondents have ranked availability as the more important attribute while purchasing the products. Whereas 30 respondents believe that availability is somewhat important and 20 respondents believe that availability is the most important attribute while making the purchase of the products of the Baroda Dairy. While only 1 and 3 respondents ranked availability as a least and little important attribute. D. VARIANTS Table-18.4
A. B.

Table showing the level of importance of the variants attribute Importance No. of

Least Important(1) Little Important(2) Somewhat Important(3) More Important(4) Most Important (5) Total
C. D. E. F. G.

respondents 03 13 52 26 06 100

Chart-18.4 Chart showing the level of importance of the variants attribute

Analysis:
The above chart shows the maximum number of respondents i.e. 52 have ranked variants as the somewhat important attribute while purchasing the products of the dairy. Whereas 26 respondents believe that variants is more important attribute of the products and 6 respondents believe that it is the most important attribute. Last but not the least 3 and 13 respondents have ranked the variants as the least and little important attribute of the products of the Baroda Dairy. E. PACKAGING Table-18.5
A. B.

Table showing the level of importance of the packaging attribute Importance No. of

Least Important(1) Little Important(2) Somewhat Important(3) More Important(4) Most Important (5) Total
C. D. E. F. G.

respondents 02 16 43 29 10 100

Chart-18.5 Chart showing the level of importance of the packaging attribute

Analysis:
Here out of 100 respondents, 43 respondents have ranked the attribute packaging as somewhat important. While 29 respondents have ranked it as more important and 10 respondents have ranked it as the most important attribute. Whereas 16 respondents have ranked the attribute packaging as the little important and just 2 respondents believe it as the least important attribute of the products of the dairy.

F. QUANTITY Table-18.6
A. B.

Table showing the level of importance of the quantity attribute

Importance Least Important(1) Little Important(2) Somewhat Important(3) More Important(4) Most Important (5) Total
C. D. E. F. G.

No. respondents 01 09 29 37 24 100

of

Chart-18.6 Chart showing the level of importance of the quantity attribute

Analysis:
The above chart clear shows that 37 respondents have ranked quantity as more important attribute of the products. While 24 respondents have ranked the attribute quantity as the most important while purchasing the products of the dairy. Whereas 29 respondents believe that it is somewhat important while purchasing the products. And at the last 9 respondents have ranked quantity attribute as the little important and only 1 respondent have ranked the attribute quantity as the least important one. Q10. Do you agree that Baroda Dairys products are more superior in quality to other brands of products? (1= strongly agree to 5= strongly disagree) Table-19 Table showing the satisfaction/superiority level

Satisfaction level Highly agree Agree Neither agree nor disagree Disagree Highly disagree TOTAL

No. of respondents 09 53 32 06 00 100

Chart-19 Chart showing the satisfaction/superiority level

Analysis:
From the above chart, it is clearly observed that out of the total 100 respondents, 53 respondents agree that Baroda Dairys products are more superior to others brands of products in terms of quality. While 32 respondents who are surveyed respond that they are neither agree nor disagree about the quality of the Baroda Dairys products as compare to other brands of products. Whereas 9 respondents strongly agree that the quality of the products of Baroda Dairy are more superior to other brands of products. At the end 6 respondents are disagree towards the superiority of the products of dairy in terms of quality and there is no respondent who is highly disagree about the superiority of the quality of the products of the dairy.

CHI-SQUARE ANALYSIS:
Table-20

Table showing the association between annual household income and average amount spent ANNUAL HOUSEHOLD BELO 2,00,00 4,00,0 INCOME MORE W 001THAN TOTAL 2,00,0 4,00,00 6,00,0 6,00,001 00 0 00 AVERAGE AMOUNT SPENT Below Rs.200 01 02 00 00 03 Rs.200 to Rs.400 04 09 06 01 20 Rs.401 to Rs.600 03 18 12 06 40 Rs.601 to Rs.1000 03 13 11 04 31 Rs.1001 & above 00 01 00 06 07 TOTAL 11 43 29 17 100

HYPOTHESIS:
H0: H1: There is no association between Annual Household Income and Average amount spent. There is association between Annual Household Income and Average amount spent.

CROSS TABULATION:
ANNUAL HOUSEHOLD INCOME AVERAGE SPENT AMOUNT Below Rs.200 Rs.200 to Rs.400 Rs.401 to Rs.600 Rs.601 to Rs.1000 Rs.1001 & above 2,00,00 4,00,0 BELOW 0012,00,00 4,00,00 6,00,0 0 0 00 0.33 2.20 4.40 3.41 0.77 1.29 8.60 17.20 13.33 3.01 0.87 5.80 11.60 8.99 2.03

MORE THAN 6,00,000 0.51 3.40 6.80 5.27 1.19

CHI-SQUARE TABLE:
Fo Fe Fo-Fe (Fo-Fe)2 (Fo-Fe)2/Fe

1 2 0 0 4 9 6 1 3 18 12 6 3 13 11 4 0 1 0 6

0.33 1.29 0.87 0.51 2.2 8.6 5.8 3.4 4.4 17.2 11.6 6.8 3.41 13.33 8.99 5.27 0.77 3.01 2.03 1.1

0.6700 0.7100 -0.8700 -0.5100 1.8000 0.4000 0.2000 -2.4000 -1.4000 0.8000 0.4000 -0.8000 -0.4100 -0.3300 2.0100 -1.2700 -0.7700 -2.0100 -2.0300 4.9000

0.4489 0.5041 0.7569 0.2601 3.2400 0.1600 0.0400 5.7600 1.9600 0.6400 0.1600 0.6400 0.1681 0.1089 4.0401 1.6129 0.5929 4.0401 4.1209 24.0100

1.3603 0.3908 0.8700 0.5100 10.4976 0.0186 0.0007 1.6941 0.4455 0.0372 0.0138 0.0941 0.0493 0.0082 0.4494 0.3061 0.7700 1.3422 2.0300 21.8273

2 = 42.7152
Degree of freedom = (r-1) (c-1) = (5-1) (4-1) = 12 = 5% level

Level of significance

cal = 42.7152 2tab = 21.0261 Since, 2cal > 2tab

2

Hence H0 is rejected. Therefore it concluded that there is a strong association between annual household income and average amount spent by the consumers on the purchase of the products of the Baroda dairy.

Limitations of the Study

This research has a number of limitations that must be acknowledged. First, the sample used for this study consisted mostly of baroda city only. Therefore, these results may not be applicable to the wider population in general.

Secondly, the results of this study are limited because only 100 sample size has been selected for the study from the whole Baroda city.

Thirdly, only method of questionnaire has been used for the collecting primary data apart from focus group and other methods for the study.

Lastly, it must be acknowledged that there may be numerous other variables that contribute to the development of customer satisfaction, customer loyalty, and word of mouth communication which are briefly touched upon.

Results And Findings

 I came to know that people from the age group of 21-40 consume more

Baroda Dairys products.

I also came to know that there is maximum number of people having their

annual household income between 2,00,000 to 4,00,000. During the study I also found that there is maximum number of people from service background by occupation and the minimum is from others (housewife) by occupation. It is also found out that there are 100% respondents who consume the products of Baroda Dairy.
It is also found out during the study that milk is the brand that remains at the

top of the mind among maximum number of respondents. While ghee and thickshake is not at the top of the mind among any of the surveyed consumers.
I also found out that 11% of the respondents equally able to recall the brands

buttermilk, curd and ice-cream without prompting. While only 2% of the respondents are able to recall the brands Rajwadi kadhi and Thickshake without probing them for the brands.
It is also been found out that milk is 1st favorite brand among the surveyed

respondents and while rajwadi kadhi and dry sweets were not preferred as the 1st favorite brands by the any of the consumer.

 While it is also found out that ice-cream is the 2nd favorite brand among most

of the consumers. I also found that pizza is the most prompted recallable brand by the consumers who were surveyed during the research study. This means that consumers are not much aware about the brands pizza of the Baroda Dairy. While milk is the least prompted recallable brand among the surveyed consumers.
I also came to know that milk and ice-cream is the most recommended

brands to others by the consumers whereas rajwadi kadhi is the least recommended brand to others.
It is also found out that out of 100 respondents, 49 respondents daily

consume their 1st favorite brand while not a single respondents consume their 1st favorite brand in once in a six months.
From the research it is also found out that maximum consumers daily

consume their 2nd favorite brand.

I also found out that the average amount spent by the maximum number of

consumers (39 respondents) on the Baroda dairys products is between the range of Rs.401 to Rs.600 and the least (03 respondents) amount spent by the consumers is below Rs.200.
It is also found out that out of total 100 respondents, maximum respondents

i.e. 92 are satisfied with the quality of the products of the Baroda dairy.
I also came to know that 63 respondents are agreeing towards the price

charged by the Baroda dairy for the products. While 13 respondents are not agree towards the same.

 I also found out that the attribute price is more important for the majority

consumers while purchasing the products of the Baroda dairy. It is also found out that the quality attribute is the most important for the consumers while making the purchase of the products of the dairy. Further, it is also found out that availability attribute is also more important for the consumers. While it is also found out that the variant attributes is somewhat important for 52 consumers and least important for just only 03 consumers out of the 100 surveyed. Moreover, it is also found out that the packaging attribute is somewhat important for 43 respondents and it is least important for only 02 respondents. I also found out that the last attribute i.e. quantity is more and most important for 51 respondents while it is little and least important for only 10 respondents.
Lastly, it is also found out that 62 respondents were agreed that the quality of

the products of the Baroda dairy is more superior to other brands of products while 9 respondents were disagreed that the products of the Baroda dairy are more superior to other brands of products and the rest 32 respondents are neutral towards this question.

Suggestions

 Baroda dairy should make the efforts to attract the age group of below 20 years as well as also to attract the age group of above 55 to gain more market share.

 Baroda dairy should also make the efforts to increase the products

awareness among the consumers.

Baroda dairy should formulate strong marketing strategies to promote the

products such as rajwadi kadhi, pizza, paneer and cheese as they are not known by majority of the people in the city.

The most recommended products of the Baroda dairy by the consumers are milk and ice-cream. Thus it is very essential for the dairy to improve the quality and reduce the price of the other products, so that they are also recommended by the consumers to others to use or consume them which ultimately increase the sales as well as attract new customers for the same products.

Baroda dairy should also make some serious effort to made the products available at any time whenever it is demanded by the consumers as well as dairy should also give more attention on manufacturing products in various quantity as per the consumers requirements.

Baroda dairy should also make a serious attempt to attract the consumers

who are purchasing the products of their competitors by formulating aggressive marketing strategies.

Annexure

QUESTIONNAIRE
CONSUMER PREFERENCE AND BRAND RECALLABILITY OF BARODA DAIRYS PRODUCTS IN BARODA CITY
(Dear respondent, all the information provided by you in the questionnaire will be kept highly confidential and is used only for academic purpose.)

1. Do you consume Baroda dairys products? (If YES then, go to

Q.3) Yes No

2. If NO, then what is the reason? (Single answer)

Satisfied with current brand Price factor Quality Not aware Other (Please specify) ________________________

3. BRAND RECALLABILITY:
Unprompted brand recallability 3(A) Which ONE brand comes to your mind, when you think about Baroda Dairy? (Single answer) 3(B) Are there any other brands that come to your mind as well? (Multiple answer) 3(C) Which brand of product would you say is your 1st favorite brand? It may or may not be the brand you use/chose most often. (Single answer) 3(D) And, which brand is your 2nd favorite? (Single answer) Prompted Brand recallability

3(E) I have here a list of brands. Can you tell me which of these brands are you able to recall of? (Multiple answer) Recommended Brands 3(F) If you had to recommend one brand of products of Baroda dairy to somebody, which brands would it be? (Unprompted) (Multiple answer) Q2(A) Top of the mind Q2(B ) Reca ll Othe rs Q2(C) 1st Favor ite Q2(D) Q2(E) Q2(F) nd 2 Recal Recommen Favori l ded te Prom (Unprompt pt ed)

Brand Name

MILK BUTTER MILK

(CHHAS)

CURD (DAHI)
FLAVORED MILK

BUTTER GHEE LASSI DRY SWEETS (MITHAEE) ICE-CREAM RAJWADI KADHI THICKSHAKE PIZZA PANEER SRIKHAND CHEESE

4. How often do you consume the 1ST favorite brand of product of

Baroda Dairy? Daily Once in a week Once in a fortnight Once in a month Once in six months 5. How often do you consume the 2nd favorite brand of product of Baroda Dairy?

Daily Once Once Once Once

in in in in

a week a fortnight a month six months

6.

What is the average amount spent by you on the Baroda Dairys products in a month? Below Rs.200 Rs.200 to Rs.400 Rs.401 to Rs.600 Rs.601 to Rs.1000 Rs.1001 & above

7. Are you satisfied with the quality of the products that you
purchase? Highly satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Highly dissatisfied

8. Are you satisfied with the price that is being charged from you,
for the product? Strongly agree Agree Neither agree nor disagree Disagree Highly disagree

9. Rank the attributes of the products of Baroda Dairy purchased

by you as per their importance. (Develop a five point scale from 1 through 5 where 1= Least Important and 5= Most Important)

Attribute Price Quality Availability Variants Packaging Quantity of product

Least Importa nt (1)

Little importa nt (2)

Somewh at importa nt (3)

More importa nt (4)

Most Importa nt (5)

10.

Do you agree that Baroda Dairys products are more superior in quality to other brands of products?(1= strongly agree to 5= strongly disagree, single tick only) Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree

PERSONAL DETAILS:
1. Name 2. Age ::Below- 20 41-55 above 21-40 55-

3. Gender

:-

Male

Female

4. Annual Household Income :4,00,000

less than 2,00,000

2,00,001-

4,00,001-6,00,000 6,00,000 5. Occupation employed :Service

more than

Self-

Student

Other (Please specify)

THANK YOU

LIST OF BRANDS OF PRODUCTS

MILK BUTTER MILK (CHHAS)

CURD (DAHI) FLAVORED MILK BUTTER GHEE LASSI DRY SWEETS (MITHAEE) ICE-CREAM RAJWADI KADHI THICKSHAKE PIZZA PANEER SRIKHAND CHEESE

Bibliography

WEBSITES:
www.google.com www.ask.com www.wikipedia.com

www.barodadairy.org And other search engines

REFERENCE BOOKS:
1. Marketing Management by PHILIP KOTLER 2. Marketing Research by NARESH MALHOTRA

3. Annual reports of Baroda Dairy