SUMMER TRAINING REPORT ON

Study of consumer Perception about Verka products

Submitted in partial fulfillment of the requirements for the award of BACHELOR OF ADMINISTRATION

SUBMITTED TOGENERAL MANAGER

SUBMITTED BY PRABHJOT SINGH BBA-5TH SEM Roll No.:-5407

MATA GUJRI COLLEGE

FATEHGARH SAHIB

ACKNOWLEDGEMENT

I would like to thank MR..General Manager perception about verka products.

milkfed

mohali ,who has been guiding force for my Report on Consumer

I am also thankful to to various respondents and citizens of Mohali who spared their valuable time and contributed to consumer survey.

PRABHJOT SINGH

PREFACE

For management careers, it is very important to develop managerial skills .In order to achieve positive results, along with theoretical concepts, the

exposure of real life situation existing in a corporate world is very much needed. To fulfill this need, this type of practical training is required. I underwent summer training in VERKA MILK PLANT, located in Mohali. It was my fortune to get training in a very healthy company. In the forthcoming pages, I have attempted to present a report covering different aspects of my training.

TABLE OF CONTENTS
1) INTRODUCTION MILKFED ,PUNJAB OBJECTIVES OF MILKFED VERKA MILK PLANT MOHALI 2) PRODUCTS OF VERKA

3) RESEARCH OBJECTIVES 4) RESEARCH METHODOLOGY 5) ANALYSIS AND INTERPRETATION 6) SUGGESTIONS AND RECOMMENDATION 7) CONCLUSION 8) BIBLOGRAPHY 9) ANNEXURE

INTRODUCTION

MILKFED-PUNJAB (Introduction)
The Punjab State Cooperative Milk Producers Federation Limited popularly known as MILKFED Punjab, came into existence in 1973 with a twin objective of providing remunerative milk market to the Milk Producers in the State by value addition and marketing of produce on one hand and to provide technical inputs to the milk producers for enhancement of milk production on the other hand. Although the federation was registered much earlier, but it came to real self in the year 1983 when all the milk plants of the 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 byelaws.

Objectives of MILKFED
1. To provide remunerative prices to milk producers by value addition and marketing of produce. 2. To provide technical inputs for enhancement of milk production on the other hand. 3. To carry out activities for promoting production, procurement processing and marketing of milk and milk products for economic development of the farming community; 4. To purchase and/or erect buildings, plants, machinery and other ancillary equipment to carry out business; 5. To study problems of mutual interest related to production, procurement and marketing of dairy and allied products; 6. To establish research and quality control laboratories; 7. To make necessary arrangements for transfer of milk allied milk products and commodities;

8. To market its products under its own trade name/brand name with its Member Unions trade mark/brand; 9. To promote the organization of primary societies and assist members in organization of the Primary Societies; and

HISTORY OF PLANT MOHALI This plant has been establish in 1980 by punjab dairy development corporation. The Punjab dairy development corporation and milkfed are two govt. Dairy Organisations which are running parallel to each other .In 1982these both organizations submerge into one orgenisation which is named as MILKFED. Milkfed came into existence with twin objectives of providing remunerative milk market to milk producers in the state by value addition and to provide technical input to the milk producers for the enhancement of milk production .Set up of the organization is the three tier system , milk produces s , cooperative societies at

the villege level ,11 milk union at district level ,and federation as an apexbody at state level.
Ropar milk union ,mohali includes 860 milk producers,cooperative socities at the villege level which are distributed under 12 zones. MILK PLANT has installed capacity to process 2,00,000 ltrs of milk per day.

PRODUCTS

MAIN PRODUCTS MANUFACTURED BY MILK PLANT

The main products which are manufactured by the milk plant MOHALI are as under: 1. 2. 3. 4. Ghee. Pasteurized Milk. Milk Powder. Flavoured Milk (PIO).

5. 6. 7. 8.

Milk Cake. Cheese. Curd. Flavoured lassi.

RESEARCH OBJECTIVES
Primary Objectives:

To study the functioning of Verka Milk Plant. To study the consumer satisfaction towards Verka milk products.

To know consumer awareness regarding the products of Verka.

To study the brand image and media promotion strategies.

Secondary Objectives:

 To gain some practical knowledge while interacting with company executives. To improve report writing skills.

RESEARCH METHODOLOGY Scope of the Study:-

The study/research has been performed at mohali & chandigarh

Purpose & relevance of the study:The purpose of my study is to find the satisfaction of the consumers regarding the various products of Verka milk plant.

Location & the period of the study:The study/research is carried out in the period from 15th june to 25th july 2011. This period includes both the time taken in the plant & in the survey to find the satisfaction of the consumers regarding the milk products.

Usefulness of Study:The study can be useful to the company as they can know about their performance and know the areas where they need to improve. In marketing analysis, the direction of change over a period of time is of crucial importance. Hence in this study, an attempt is made about the trend of the marketing figures of the selected enterprise, to have higher profitability.

Sample Size:I have covered 90 consumers.

Sample technique:I use questionnaire in my survey.

Techniques Used:I used pie charts & graphs for graphical representation of figures.

ANALYSIS & INTERPRETATION

ANALYSIS & INTERPRETATION

1. Kind/source of milk purchased? Packed Dairy 34 25

Milkman

41

Milkman 41%

Packed 34%

Dairy 25%

Packed

Dairy

M ilkman

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

2:

How you ever used Verka Products?

Answer Yes No

Percentage 60 40

Interpretation: According to 100 respondents 60% people says that they use to verka product and 40% people do not use verka product..

3:

From the following which Verka products you have used?

Products Milk Ice-Cream Lassi All & Others

Percentage 55 25 5 15

Interpretation: According to 100 respondents 55% people says that they use to use packed milk, 25% says they use ice cream and 5% says they use verka lassi and rest are 15% used other product of verka.

4:

Since when you are using Verka milk Product? Percentage 57 34 9

Time in Years 1 1-5 More than 5

Interpretation: According to 100 respondents 57% people says that they are using the milk product last one year, 34% from 1 to 5 year and 9%people using the milk more than 5 year..

Q5: Do you think whether the price is reasonable for Verka milk products?

Answer Yes No

Percentage 45 55

Interpretation: According to 100 respondents 45% people says that the price of verka milk product is reasonable and remaining 55% people says that the price is not reasonable.

6: What do you think about the packing of the different Verka products? Answer Percentage

Good Ok Satisfactory Poor Very poor

68 8 9 15 0

Interpretation: According to 100 respondents 68% people says that the packing of verka products are good, 8% people says that packing is ok, 9% says satisfactory and remaining 15% says that the packing of verka products are poor so according to this analysis packing is good.

7:

In your opinion taste of the Verka products are?

Answer Good Average Satisfactory Poor Very poor

Percentage 64 8 18 10 0

Interpretation: According to 100 respondents 64% people says that the taste of verka product is good, 8% says that its taste is average, 18% people satisfactory with this and 10% people says that the taste is poor.

8:

What is your opinion about the quality of the various Verka

products?

Answer Excellent Good Satisfactory Poor Very poor

Percentage 13 51 26 10 0

Interpretation: According to 100 respondents 13% people says that the quality of verka products are excellent, 51% people says that the quality is good, 26% people satisfy with this and remaining 10% people says that it is poor.

9:

Have you ever seen the advertisement of the Verka Products? Percentage 24 76

Answer Yes No

Interpretation: According to 100 respondents 76% people says that they have not seen the verka advertisement and 24% says that they have seen the advertisement. As clear from analysis mostly people have not seen the verka advertisement.

10:

When you like to buy verka products? Percentage 27 18 35 20

Answer During Traveling For Break As a Health Tonic For Enjoy

Interpretation: According to 100 respondents 27% people says that they like to buy verka products during traveling, 18% people buy during break time, 35% people buy as a health tonic and remaining 20% buy verka products only for enjoy.

11. Why do you prefer Verka over other brands? Price Taste Quality Availability 6 27 41 26

Interpretation: According to 100 respondents 6% people prefer verka by price 27% by taste 41% by quality and 26% people prefer verka by availability over other brands.

12. Are you aware of the storage conditions for the Verka milk? Yes No 29 71

Interpretation: According to 71 % dont know the storage conditions and 29% people known to it.

13. Are you aware that Verka produces different kinds of milk for different segments of consumer? Yes No 44 56

Interpretation: According to respondents 44 % known to that the verka produce different kind of milk and 56% dont know this.

SUGGESTION AND

RECOMMENDATION

SUGGESTIONS & RECOMMENDATIONS

Though the survey revealed that people like Verkas products to great extent and there is more demand of Verka brand but then also some people want a change in its price, quality, quantity and some in availability. Therefore, to

make its customers fully satisfied, some measures should be taken which will also add to its sales and improve its position in the rural market. So, there are some suggestions to for building stronger customer base:I. Reduction in Price:Generally, people are not satisfied with the prices of Verka Products. They feel the products are bit expensive. Thus, to satisfy its customers, price should be reduced to some extent. II. Distribution System should be Improved:People of rural areas are not satisfied with the distribution system. So, Transportation facilities should be bettered for quick supply of goods. Initiate actions are required to be taken against the complaints. III.Use of Promotional Tools:To make promotion of product by making promotions mix which include advertisement, publicity, personal selling and other sales promotion tools. It should be made popular through more and more advertisements and schemes so as to attract people of all age groups. More hoardings should be put in villages and with the help of word of mouth more awareness about products should be given. Company also needs to give some gifts to the customers. IV.Availability:The products of Verka should be easily available in societies. There are some areas where Verka products are not available easily in societies.

Therefore, Verka should expand its market in rural areas, so that products are easily available. More variety of products should be dend to the societies. V. Improve the Quality of Cattle Feed:Some people also suggested that quality of feed which is supplied to societies should be improved so that good quality feed is given to stock. Apart from all the above, some rural people had nothing to suggest and they said no amendments needed.

CONCLUSION

Conclusion
Working at Verka Milk Plant, MOHALI gave me an opportunity to apply my skills and knowledge, which I had gained previously. It gave me an opportunity to see working an organization and to be a part of it. Marketing Research Project gave me an opportunity to learn a lot from other students from various colleges and universities by working with them It was an amazing experience with learning all the way, which helped me to brush up my knowledge and skills.

SWOT ANALYSIS

SWOT ANALYSIS

STRENGTHS:-

1. 2. 3. 4.

Brand Loyalty among the people for Verka products. Good brand image of Verka products in the minds of people. Faith on Verka products by the people. people satisfaction with quality, price, quantity and availability is also

strengthen the dairy business.

WEAKNESSES :-

1. 2. 3. 4.

Lack of proper advertisements by the plant, such as posters, signs, etc. Lack of proper distribution system in rural areas. Lack of proper marketing network in rural areas as like in urban areas. Very high rates of products such as bottle milk for Rs.15 for 200 ml.

OPPORTUNITIES:-

1. 2. 3.

Improved expert potential for milk products of all types. Proper utilisation of available resources to decrease the per unit cost. Growing demand for milk and milk products.

THREATS:-

1. 2. 3.

Introduction of foreign products in Indian market. Poor quality of milk. The liberalisation of Dairy Industry is likely to be exploited by multi

-nationals. They will be interested in manufacturing milk products which yield high profits. 4. Export of quality feed under the liberalisation policy.

BIBLOGRAPHY

Websites:www.milkfed.nic.in www.milkfed.jp www.milkfed.org

#Some Data provided by marketing department.

ANNEXURE

ANNEXURE
Dear Sir/Madam I am a student of, MATA GUJRI COLLEGE conducting a marketing survey on study on consumer perception about verka products I. I request you to fill this questionnaire .

Name: Address:

. ....

Telephone No:

1. Kind/source of milk purchased? Packed Dairy Milkman ( ( ( ) ) )

2. How you ever used verka product? Yes ( No ( ) )

3. From the following which verka products you have used? Milk ( ) )

Ice cream ( Lassi ( )

All & others (

4. since when you are using verka milk products? One year ( 1-5 years ( ) ) )

More than 5 years (

5. Do you think whether the price is reasonable for veka milk products? Yes ( No ( ) )

6. What do you think about the packing of different verka products? Good ( Ok ( ) ) )

Satisfactory ( Poor ( )

7. In your opinion taste of verka products are? Good ( Average ( ) ) )

Satisfactory ( Poor ( )

8. What is your opinion about the quality of the various verka products?

Excellent ( Good ( Satisfy ( Poor ( ) ) )

9. Have you ever seen the advertisement of verka products? Yes ( No ( ) )

10. When you like to buy verka products? During traveling ( For break ( ) ) )

As a health tonic ( For enjoy ( )

11. Why do you prefer Verka over other brands? Price ( Taste ( Quality ( ) ) )

Availability (

12. Are you aware of the storage conditions for the Verka milk? Yes ( No ( ) )

13. Are you aware that Verka produces different kinds of milk for different segments of consumer? Yes ( No ( ) )

14. Any suggestions. ..