WWCHAPTER-1

INTRODUCTION

1.1 INDUSTRY PROFILE

Historical background of the industry:

In Karnataka, on June 4th 1975 four milk unions were started in

Bangalore, Mysore, Tumakur and Hasan. Karnataka Dairy Development
Corporation got Re-named as Karnataka Milk Federation.

In june 1974, an integrated project was launched in Karnataka to

restructure and reconcile the Dairy Industry on the Co-operation principle and
the laid foundation for a new direction in Dairy Development, the Work Bank
aided Dairy Development projects during in 1975.

Initially the project was covered 8 southern Districts of Karnataka and

Karnataka Dairy Development Corporation was set up to implement the
project. The Multi Level activities were set up with Dairy Co-operative
societies at gross root levels, milk union at the middle level as an apex body.
Vested with Dairy Development activities continued under operation Flood-
11, the activities were extended to cover the entire state except coastal taluks
of Union Karnataka District. The process of Dairy development was
continued in second phase from April 1984, Karnataka milk Federation came
in to existence.

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Objective:

Karnataka Milk Federation is a Co-operative. Apex body in the state of

Karnataka for representing Dairy Farmers Organization and also
implementing Dairy Development activities with the following objectives.

• Providing assured and remunerative Market for the entire Milk

Producers.
• Providing Hygienic Milk to Urban Consumers.
• To build village level institution in Co-operation sector to manage the
Dairy activities.
• To ensure Milk Production for self-employment at village level
preventing migration to Urban Areas introducing cash economy and
opportunity for regular Income.
• The philosophy of Dairy Development is to eliminates middle men and
organize institution to be owned and managed by the milk producers
themselves, achieving economics of scale to ensure maximum return to
milk producers at the same time providing wholesale Milk at lowest
possible price to urban Consumers.
• To eliminate the problems of duplicating and over lapping.
• To expand the market.

The complex network of Co-operative organization should build a bridge

between millions of consumer and Milk producers. On the other side to
achieve a socio economic revolution with in the state.

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Management

The management K.M.F is of “pattern, Co-operative activity that is called

as three tyre system.
• Primary level co-operative societies (milk producer’s co-operatives
societies).
• District level milk Union.
• State level Federation.

Market share of nandini milk and milk products:

The market share of Nandini milk and production in the West Bangalore City
is shown as below:
• Nandini Milk …………. 90%
• Private Dairy …………. 10%

Competitors of the Nandini milk

• Good morning
• Heritage
• Dodla
• Arogya
• Gopathi

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Perspective plan for 2008:

Karnataka Milk Federation Union and National Dairy Development Board are
formulating the programme to challenges after liberalization deli censing the
Dairy sectors to develop and strengthen Dairy C0-operative movement in the
following areas:

• Quality Assurance Programme

• National information Networking

• Productivity Enhancement

• Co-operative Business.

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1.2 COMPANY PROFILE

ORIGIN OF THE ORGANISATION

On January 1st 1958 a pilot scheme under Department of Animal

Husbandry, Government of Karnataka was started to cater Veterinary
Hospitals and Milk process facilities at National Dairy Research Institute
NDRI). In 1962 the Bangalore Milk Supply Scheme came into existence as
an independent body. Bangalore Dairy, a joint venture of UNICEF,
Government of India & Government of Mysore was dedicate ed to the people
of Karnataka on 23rd January 1965 by the then Hon’ble prime Ministers Late
Sri Lal Bahadhur Shastri. Bangalore Dairy scattering over an area of 52
acres, the Dairy had an initial capacity to process 50,000 liters of milk per
day. This Dairy was handed over to Karnataka Dairy Development
Corporation (KDDC) IN December 1975 as a part of Rural Milk Scheme of
Mysore, Hassan & Kudige under Operation Flood-II and then t transferred to
Karnataka Milk Federation (KMF) in May 1984 as a successor of KDDC. To
cater to the growing demand for milk by the consumers of Bangalore City, the
capacity was increased to 1.5 lakh liters per day under the Operation Flood-II
during 1981 and later increased to 3.5 lakh liters per day under Operation
Flood/II during 1994.

As per the policies of the National Dairy Development Board (NDDB),

Bangalore Dairy was handed over to Bangalore milk Union (Bamul) on 1 st
September 1988. The Union is capable of processing the entire milk
produced, by timely implementation of several infrastructure projects like
commissioning of Mega Dairy, new chilling centers & renovation of product
block.

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 Bamul has been registered under MMPO by Central Registration
Authority. Today, the Union has become biggest Milk Co-operative Union in
Southern India. Bamul has been certified for ISO 9001-2000 and HACCP
(IS-15000) for quality management and Food safety systems and also got a
National Productivity Award Thrice.

Under the World Bank aid, the Karnataka dairy development

corporation came into existence in 1975 and started organizing Amul Pattern
Dairy Co-operatives Societies at the village levels with the guidance of
National Dairy Development Board.

The Bangalore Dairy union initially comprising of Bangalore and kolar

districts was bifurcated into Bangalore urban and rural district co-operatives
milk producers societies union limited on 1-4-87. The bifurcation was
intended to decentralize the activities in the districts. Bangalore Dairy is
owned by a board, which is elected by the co-operative society. It has an
effective manpower force with 1400 employees working there in the
organization of which 700 employees are in production department. The
workers enjoy good incentives for the work done by them.

Main objective of union:

1. Providing assured and remunerative market of all the milk sold by the
farmer members.
2. Providing hygienic milk and milk products to the consumers.
3. Organizing milk co-operative societies at village level and providing
extension service.
4. To ensure the provision of milk production inputs, processing facilities
and dissemination of know-how.

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To facilitate rural development by providing opportunities for the self
employment at village level, which will prevent villagers migration to the
urban areas and improve the financial situation of village. To improve the
milk production, the union is providing technical input services, like

a. Mobile veterinary and emergency s services.

b. Artificial insemination.

C. Fodder development, supply of balanced cattle feed.

D. Training to DCS staff and members. Recently under co-operatives

development program training is being given to all the milk producers in a
phased manners.

Uplift of the backward classes and ST/SC classes by providing loans for
the purchase of milk cows through dairy loan scheme.

Providing power market, with modern facilities for storages and giving
employment by obtaining agencies.

PROGRESS AND ACHIEVEMENT OF THE UNION SINCE ITS

INCEPTION

1. Establishment of the union

Bangalore Co-operative producers’ Societies Union Limited was

established on 16th November 1976.

After the bifurcation of the above Union, into two separate union for
Bangalore Districts (Urban and Rural) and Kolar District, Bangalore Urban
and Rural District Co-operative Milk producers’ Societies Union Limited
(BAMUL) on 23rd March 1987.

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Bangalore Dairy was taken over by BAMUL on 1st September 1988.
Bangalore Mega dairy started functioning 17th December 2000.

MMPO-19923 Registration No 42/R.MMPO/93 dated 7th June 1993

renewed on 13th May 1999.

Bangalore Dairy ISO 9001-2000 Certified by SAI Global a reputed

Australian based company on 19th February 2003. Bangalore Dairy HACCP
IS-1 5000 certified by SAI Global a reputed Australian based company on
19th Feb 2003.

2. Infrastructure at the time of inception & subsequent expansion – year –

wise in terms of the following:

Capacity of the Dairy

i. Milk processing capacity was 60,000Ltrs per day (LPD) at the time of
establishment of the dairy on 23rd January 1956.

ii. Milk processing capacity was expanded to 1.5 lakh LPC on 1st February
1981.

iii. Milk processing capacity was expanded to 3.5 lakh LPD during 1994.

iv. Milk Condensing plant 3 Metric Tons per d ay.

v. Spray drying plant 5 Metric Tons per day.

vi. Milk Processing capacity of 600,000 Liters per day (LPD) fully automated
Mega Dairy started functioning from 17th December 2000.

vii. Converted the old building as a product Block during 2002.

GROWTH AND PRESENT STATUS OF THE ORGA NISATION:-

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 Nandini milk product project was initially a government of India
project established on 1st April 1973 and handed over to the Government of
Karnataka constituted by KDDC (Karnataka Dairy Development
Corporation) during 1978. In the beginning the unit was operating within the
premises of Bangalore dairy.

The aim of the project was to provide protein rich milk supplement to
the weaker section of the society at a low price by using vegetable protein
source to cater this nutritional product to beneficiaries like pregnant women,
hospitalized people and children. The project was expanded during the year
1980-81 with an enhanced capacity of 1 500 liter per day. Apart from this
assistance of Rs. 5.60 lakh was provided for this project.

Initially the project was catering to the under-nourished children;

pregnant women and feeding mother of the weaker section. The supply was
feeding fro 200 liter per day to 1000 liter per day. However, the supply in
1991-92 was around 3000 liters per day. At present the supply is about 33-40
thousands bottles per month and it is seasonal catering only to the corporation
school children.

MILK PROCUREMENT: -
During 2006-07 half year Bamul has procured on averages of 8.29 lakh
liters per day (average 535 Lt rs /DCS). During the flush season procurement
has reached to the peak of 8.95 lakh liter per day. With a motto of “Pure &
Fresh Milk from Cow to Consumer” Bamul has Installed Bulk milk coolers,
Automatic Milk Collection Units, Electronic Weighing Scales to minimize
human contract of milk and transparency at the time of milk collection.

Bamul is offering the most remunerative milk procurement price to

member producers. The operational efficiency is reflected on procurement
prices paid to the member produces. The average milk procurement price pa

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id during the year was Rs. 9.31 for every Liter of Milk supplied to the Union.
Milk collected at DC will be transported to Chilling Centers, though 93 Milk
Procurement Routes, by traveling 14,738 km every day. 5 Bulk Milk Cooler
(BMC) Routes are also in operation, which collects milk from 35 BMC
centers of 68 DCS directly transported to Bangalore Dairy through insulated
tankers.

BAMUL has 9 taluk under Bangalore rural and 3 taluk under

Bangalore urban districts. During 1987-88 the averages milk procurement w
as 1.87 lakh lpd transported through 35 milk procurement routes from 510
function DCS. During 1996-97 through 994 societies 3.94 lakh lpd milk has
been produced through 64 routes. All these 994 function societies are running
under profit.

VACCINATION PROGRAMME: -
To prevent the contagious F&M disease in milk animals, regular ‘food
and mouth’ vaccination programmed was started as pilot project by NDDB
during the year 1982-83. During this period it was 100% subsidized later on,
the union is providing subsidy per dose of vaccine used. In order the
coverage, the dairy co-operative societies are continuing this vaccination
programmed. During 1996-97 the union has spend an amount of Rs. 18.70
lakhs from its corpus fund.

IN THIS MILLENIUM:-

We want to become not only the largest Union, but also become one
amongst the best-run milk union in the country. The Union is aware of the
challenges of the new private entrants, who are mainly thriving on unfair
trade practices. They procure milk as least cost, without bothering about the
welfare of the producers and without extending any technical inputs for
improving milk production. They market milk by resorting to unhealthy and
unethical practices deceiving the unsuspecting consumers. The Union wants

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to counter this in a positive manner by trying to improve its efficiency of
operation and market promotion. In wants to become well trenched in the
market as market leader. It wants to follow the strategy of cost-
competitiveness, which is hard to match by the competitors.

Day to Day operations:-

Morning distribution: -

Toned Milk 3, 60,000 liters

Full Cream Milk 80,000 liters

Curds 35,000 liters

Evening distribution:-
Toned Milk ----------------- 50,000 liters
Full Cream ----------------- Nil
Curds ---------------------------------------- 2000 Kg
Number of vehicles for morning distribution --- 132
Number of vehicles for evening distribution --- 23
Transportation cost per liter ----------------------- 0.134 Rs
Total number of agents ----------------------------- 932
Agents for morning distribution ----------------- 930

Per capita consumption of milk ------------------- 250ml

PROCESSING OF MILK:-
The raw chilled milk received though h tankers is pasteurized at the
main dairy. Hi-tech machines do pasteurization of milk. Where milk is
passed through hot plates and opposite to it hot water is passed in opposite
way. Just back to the hot plates, by this process the milk is pasteurized and

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the same time they checked the quality of the milk by testing and checking
the fat content. They maintain some percentage e of fat contents for different
types of milk they produces.

1.3 PRODUCT PROFILE

Types of Milk & Milk products marketing by Bamul:

Nandini Toned Milk

Karnataka’s most favorite milk, Nandini Toned Milk, Fresh and Pure

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milk containing 3.0% fat and 8.5% SNF. Available in 500ml and 1ltr packs.
Better to use within a day from the date of pack.

Nandini Homogenized Toned Milk

Nandini Homogenized Milk is pure milk containing 3% Fat & 8.5%
SNF. This is homogenized and pasteurized. Consistent right through, it gives
you more cups of tea or coffee and is easily digestible. Available in 500ml
packets.

Nandini Full Cream Milk

Nandini Full Cream milk. Containing 6% fat and 9% SNF. Rich,
creamier and tastier milk, Ideal for preparing home-made sweets & savories.
Available in 500ml and 1ltspacks. Apart from the Milk, the different Milk
products are curds; Butter, Ghee, peda, Sweetened Lassi, Sweetened Curds,
Softy Ice Cream, Flavored Milk, and Spiced Butter Milk are also sold.

Nadndini Ghee
A taste of purity Nandini Ghee made from pure butter. It is fresh and
pure with a delicious flavor. Hygienically manufactured and packed in a
special pack to retain the goodness of pure ghee. Shelf life of 6 months at
ambient temperatures. Available in 200m., 500ml, 1000ml sachets, 5lts tins
and 15 kg tins.

Nandini Butter
Rich, smooth and delicious. Nandini Butter is made out of fresh
pasteurized cream. Rich taste, smooth texture and the rich purity of cow’s
milk, makes any preparation a delicious treat. Available in 100gms (salted),
200gms and 500gms cartons both salted and unsalted.

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Nandini Buttermilk
Nandini spiced Butter Milk is a refreshing health drink. It is made
from quality curds and is blended with fresh green chillies, green coriander
leaves, asafetida and fresh ginger. Nandini spiced butter promotes health and
easy digestion. It is available in 200ml packs and is priced at most
competitive rates, so that it is affordable to all sections of people.

Nandini Peda

No matter what you are celebrating made from pure milk, Nandini
Peda is a delicious treat for the family. Store at room temperature
approximately 7 days. Available in 250gms pack containing 10 pieces each.

CHAPTER – 2

RESEARCH DESIGN

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2.1 Theoretical Background of the study.

Introduction to marketing

Marketing is the performance of business activities that direct the

flow of goods and services from the producer to customer.

- American Marketing Association

Many organizations have involved in marketing activities to satisfy the

needs and wants of a group of customers. Now a days marketing is not
considered as a mere physical process or set of activities connected with the
exchange of goods. It is regarded as a philosophy of business. It is concerned
with creation of customers.

It includes all those activities connected with identifying the need of

the consumable and then, organizing the according to meet the needs of the
consumers.

Importance of marketing management:

• Marketing management is the most important function in the

business organization.

• It looks after the marketing system of the firm

• It plans the develops the product on the basis of know demand.

• It has to prepare appropriate marketing plans or marketing mix to

achieve the business goals.

Function of marketing management

The function of marketing management are summarized as follows:

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 • Determination of marketing goals

• Formulation marketing plans, procedures, policies etc

• Designing marketing strategies and marketing mix

• Planning marketing programmers

Marketing is a comprehensive term and it includes all resource and a set of

activities necessary to direct and facilities the flow of goods and services from
producer to consumer in the process of distribution. Business man regards
marketing as a management function to plan, promote and deliver products to
the clients or customers. Human efforts finance and management constitute
the primary resources in marketing.

Main view point’s management is as follows:

• Analyzing, planning, implantation and Control programs.

• Mutual and personal gain

• Achieving effective response.

Modern marketing concept:

The marketing concepts evolved over a century starting from on set of

industrial revolution, production concept and selling concept, social
marketing concept right up to date.

Consumer

The term “consumer” refers to a person who buys goods or services for
his personal or household use and not resale. Consumer behavior is the

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process whereby individual decide, what, when, where, how and whom to
purchase goods and services”

Consumer behavior has been gaining importance since 1960. the

growth of consumerism and enactment of consumer legislations emphasizes
the importance of consumer behavior study. Today the consumer behavior is
the central topic in modern marketing. Since the ultimate aim of marketing is
consumer satisfaction and profit earning.

Importance

In olden days marketing was seller oriented and there was seller
market. The consumer had to purchase whatever was offered to him. They
had no choice. So the study of consumer behavior was not important to
marketers. Now things have changed modern marketing has become
consumer oriented and there is a buyer market. If the choices, performance,
tastes and attitudes of the consumer are neglected.

No marketing efforts can be successful. Therefore the study of

consumer behavior is very much essential success in business.

The study of consumer behavior is important for the following purposes:

• Production policies

• Price policies

• Distribution policies

• Sales promotion policies exploiting marketing opportunities

Plan for customer service:

• Understand customer expectations

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 • Establish customer priority

• Define service goals

• Get external commitment from top to bottom

• Establish service infrastructure

• Develop employee through training and compensations

• Measure customer satisfaction

• Set customer expectation

• Search for complainers.

Factors influencing consumer behavior:

Consumers do not make purchase decision simply. Their buying behavior

is influenced by culture, social, personal, and psychological determinants or
factors. All these factors are controllable and beyond the hands of a marketer.
They are considered in understanding buyer behavior.

Determinants of consumer behavior:

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 Cultural factors
Religion, caste, beliefs

Social factors
Social classes

Personal factors
Age, gender, income,
education, occupation

Psychological factors
Personality, learning,
perception, attitude

The “satisfaction of the customer “can be easily canalized studying the

behavior of the customers. Customer Behavior can be said to be the study of
how individuals make decision on how spend their available resources (time,
money and effort) on the various consumption related items. This simple
definition of customer behavior tells marketers to resolve every activity
around the ultimate customer and gauge their behavior.

The behavior of the customer helps the marketing to study, what

factors influence the decision making process of the customers. The decision
making process identifies the number of people who are involved in this
process and ascribe a role of them.

All the firms have started considering “COSTUMER AS THE KING

“or “QUEEN”. The market place is flooded with many new players including
the host of MNC’s resulting is available of more number of brands in every

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segment of the market. On account of this customer stated being choosy about
what to buy.

2.2 Title of the study:

The title of the study is to understand the “the market potentiality of

Nandini set curds”.

2.3 Statement of the Problem:

The topic selected for the study is to know the market potentiality of
Nandini set curds. And also in order to obtain response from the users to
identify the impact created by the marketer in BAMUL.

Now days in the market we can find number of entrants into the
industry, hence the brand loyalty in this is lacking. Therefore BAMUL being
a govt sector as undertaken the study on market potential of the set curds to
know whether the potentiality is satisfactory or not.

2.4 Objectives of the Study.

The Study covers the following:

1) To study the market potentiality of Nandini set curds.

2) In order to identify the improvements in the marketing activities conducted

in BAMUL.

3) To identify the techniques used to improve the products in the Market.

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4) To identify the level of awareness about the set curds.

2.5 design of the study

a) Type of Research:

The type of research used in this study is exploratory research.

b) Method of Research:
The collection of primary data through the use of questionnaire and
secondary data through h the use of discussions, interactions with the
concerned persons who are trying to promote the milk products.

c) Sampling Used:
The sampling used for the study is respondents situated in different
locations at west Bangalore City mainly in apartments.

d) Sample Size:

The respondents used for survey and for certain conclusion, we used
50 respondents spread over west Bangalore City. Even though the sample
size is very less, but the feed back given by they can be extended for larger
survey.

e) Tools Used:
For conducting a survey study is structured questionnaire is used,
which consists of the questions with well designed manner. A few questions
have possible answer and some other quest ions have options in order to
express their view. In additions to this interviews have also been adopted for
data collection from the concerned person in the company.

f) Collection of data:
Survey has been done in data collection from the respondents. Data
collection also been made from marketing department with regard to

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advertising, publicity, sales promotion, export and import. Company profile
has been collected from booklet given by the Company.

g) Method of Analysis:
From the above data we can analyses by the use of graphs for each
question. The analysis also include that the respondents feed back have been
included in findings chapter-7. The analysis also include that the company
must improve by further creating interesting advertisement in T.V., Radio,
Newspapers.

2.6 Scope of the Study:

The study covers that the company is going to improve the present
products. The marketing department has a challenging task to attract the
customers towards their products. The scope of the study also includes that
further improvements as expressed by the consumer through the survey.

2.7 Limitation of the Study:

1) Survey covers feed back from users and non users of set curds.

2) The study is done on survey method and suffers from this method.

3) The non users although they know the product but still they are not buying
the products because of non proper packing.

4) Time is the major constraint

5) Some respondents did not co-operate

6) Many respondents did not provide proper information due to bias

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 Because of these limitations, it may not be possible to draw any major
conclusions. However the conclusion that is drawn in this study can be
considered as indicative or suggestive in nature.

Basic Assumptions:

Through the survey the assumptions made include that the respondents
have given f rank opinion to various questions. That means they are well
aware of the products and also their feed back are accurate. The company
must give importance to the suggestions made by the customers and will
implement them to enlarge their marketing activity.

Market Potential

A market potential is an estimate of the maximum possible sales

opportunities present in a particular market segment and open to all sellers of
a goods and service during a stated period.

This study finds that the BAMUL has many sales opportunities
present in market to expand its business and increase its sale of Nandini set
curds so that it can make more profits. It can be concluded that Nandini is one
such a brand, which has entered the daily life of the customer. It has the
monopolistic market in Nandini set curds and can be utilized fully. BAMUL
is one such organization where, it is striving hard for its customer satisfaction.

The key success factor of BAMUL in becoming a market leader is the

Narrow price spread maintained between purchase & sales, marketing higher
volumes of Nandini set curds. The volume of sales plays a critical role in
determining costs. Hence, the market strategy of Bangalore milk Union is to
regard selling of market set curds as its core marketing.

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 Although BAMUL sets high standards for its products and customer
serve, its prior reliance on manual operations made it impossible to keep with
surging demand. In designing mega dairy, BAMUL looked towards an
automated system that would allow it to achieve consistent quality parameters
for each product. Energy and manpower would also be more effectively
optimized and controlled and all plant equipment would be integrated. In
addition, employees would be trained in how to use the new automated
systems and valuable management information would be collected at the main
server and used for marketing and evaluations.
Nandini set curds quality is immediately checked for quality
parameters upon arrival at the plant’s main gate. From this point onward, each
operation is automated with controls for chilling, milk pasteurization,
standardization and cleaning-in-place (CIP). The system also gathers and
distributes data for production, quality and energy management. At the heart
of the system is a reputed Allen-Bradley PLC-5/80C platform, which
communicates to analog and digital I/O on control Net a producer-consumer
communication network. Customers are also seeking significant benefits.
Milk now reaches market faster, at a better quality and with a longer shelf life.

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 CHAPTER-3
ANALYSIS AND INTERPRETATION OF DATA

TABLE-1
AGE OF THE RESPONDENTS

An effort was made to know the age of the respondents. The

following table highlights the above facts.

SL NO AGE NO OF RESPONSE PERCENTAGE

1 20-25 17 34%
2 25-30 20 40%
3 30&ABOVE 13 26%
TOTAL 50 100%

Data analysis:
The above table shows that 34% respondents are between 20-25 years
of age. 40% respondents are between 25-30 years of age and 26% respondents
are above 30 years of age. For better understanding the table is represented in
the form of a graph in figure.

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GRAPH-1

PERCENTAGE

40
40 34
35
30 26
25
20
15
10
5
0
20-25 25-30 30&ABOVE

PERCENTAGE

Inference:
The above graph indicates that majority of the respondents were
middle age group and most of them were working employees they prefer
Nandini milk and milk products because of its easy availability and better
quality.

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TABLE-2
Table showing gender of the respondents

SL NO GENDER NO OF PERCENTAGE
RESPONDENTS
1 Male 13 26%
2 Female 37 74%
TOTAL 50 100%

Data analysis:
The above table shows that 74% respondents are female and 26%
respondents are male. For better understanding the table is represented in the
form of a graph in figure.

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Graph-2

26%

74%

Male Female

Inference:
Majority of the respondent’s are female. So the company should
target female respondents for their milk and milk products.

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 TABLE – 3: Analysis regarding the occupation of the respondents

Nature of work No of Percentage

respondents

Govt Employees 12 24%

Private services 06 12%

Business 22 44%

Others 10 20%

Total 50 100%

Analysis
The table 3 presents the no of respondent’s nature of work. It is evident from
table 2 that 44% of respondents are in business occupation, 24% of respondents are
Govt employees and 12% and 20% are in private service and other occupation
respectively.

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GRAPH-3

44%
0.45
0.4
0.35
0.3
24%
0.25 20%
0.2
0.15 12%
0.1
0.05
0
G ovt P rivate B us ines s O thers
E m ploy ees s ervic es

P erc entage

Inference:
Majority of the respondents were business occupation and these respondents
are more concerned with the quality of the milk and milk products. Many of
govt employees prefer these milk and milk products because of its good brand
name in market.

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TABLE-4

Table showing when the respondents buy the milk

SL NO Particulars no of respondents Percentage

1 Morning 41 82%
2 After noon 3 6%
3 Evening 6 12%
TOTAL 50 100

Analysis:-
The above table shows when the respondents buy the milk. From the
above table it shows more number of respondents buy milk in the morning.
Only 6% of respondents buy the milk in the after noon and 12% of
respondents buy the milk in the evening.

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Graph 4

no of respondents

6
3

41

1 Morning 2 After noon 3 Evening

Inference: The majority of the respondents buy the milk in the morning
because of their needs and freshness of milk and most of the respondents are
working employees they have to go to their jobs early in morning so they will
prefer to buy the milk in the morning.

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TABLE-5

Table showing how many liters of milk respondents buy every day

SL NO Particulars no of respondents %
1 500 ml 7 14%
2 1 liter 14 28%
3 1-2 liters 23 46%
4 2-3 liters 4 8%
5 More than 3 liters 2 4%
Total 50 100%

Data analysis:- The above graph shows that 46% of respondents buy 1-2
liters of milk, 28% of respondents buy 1 liter milk, 14% of respondents buy
500 ml milk and only 4-8% of respondents buy 2-3 or more than 3 liters of
milk.

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Graph 5

50% 46%
45%
40%
35%
30% 28%
25%
20%
14%
15%
10% 8%
4%
5%
0%
500 ml 1 liter 1-2 liters 2-3 liters More than
3 liters

Series1

Inference: The majority of the respondents buy 1-2 liters of milk every day
because milk and milk products are perishable they can not store it for longer
time.

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TABLE-6

Table showing by whom they aware of NANDINI brand

SL NO Particulars no of respondents %
1 FRIENDS 1 2%
2 ADVERTISMENT 41 82%
3 AGENTS 8 16%
4 OTHERS 0 0%
TOTAL 50 100%

Data analysis:- of the 50 respondents 82% got awareness of Nandini by

advertisement, 16% of the respondents were cause to know about Nandini
through agents and 2% were from friends.

-35-
GRAPH-6

90 82
80
70
60
50
40
30
16
20
10 2 0
0
FRIENDS AGENTS

Series1

Inference:- both advertisements and agents played equal role in achieving the
brand awareness of Nandini.

-36-
TABLE-7
Table showing how respondents feel about Nandini milk and milk
products.
Options No of Percentage
respondents

Excellent 17 34%

Good 24 48%

Satisfactory 05 10%

Poor 04 08%

Total 50 100%

Analysis
The above table shows perception of respondents. 48% of respondents feel it is
good and 34% feel it is excellent and 10% and 8% of respondents feel it is
satisfactory and poor respectively.

-37-
Graph 7

48%
0 .5
0 .4 5
0 .4
34%
0 .3 5
0 .3
0 .2 5
0 .2
0 .1 5
10%
8%
0 .1
0 .0 5
0
E xc e lle n t Good S a tis fa c to ry Poor

P erc entage

Inference:- The more number of respondents rated the Nandini milk and milk
products are good and excellent because of its freshness, vitamin content and
quality. Very few of them feel that it is satisfactory so that the BAMUL
should look out these groups with a suitable strategy.

-38-
TABLE-8

Table Showing Major Factor consider by the Respondents while

Purchasing Nandini Products

SL NO FACTOR no of respondents %
1 QUALITY 40 80
2 PRICE 2 4
3 AVAILABILITY 0 0
4 SERVICE 8 16
TOTAL 50 100

Analysis:- about 80% of the 50 respondents said that they gave major
importance to quality while buying Nandini Products and 4% price considered
the most, 16% considered service given to them.

GRAPH-8

-39-
 16
0
4

80

1 QUALITY 2 PRICE 3 AVAILABILITY 4 SERVICE

Inference:- most of the respondents feel that quality has to be above par
while buying Nandini Products. Compared to any other factor including
price.

TABLE-9

-40-
Table showing from where do the respondents were purchase Nandini
Products

SL NO PARTICULARS no of respondents %
1 AGENTS 5 10
2 DEALERS 1 2
3 OPEN MARKET 44 88
4 OTHERS 0 0
TOTAL 50 100

Analysis:- 88% of the 50 respondents said that they buy Nandini Products
from the open market itself whereas 10% of the respondents bought them by
the agents. While a negligible percentage of 2% each, bought from wholesale
dealers and they had their own fair.

GRAPH-9

-41-
 88
90
80
70
60
50
40
30
20 10
10 2 0
0
AGENTS DEALERS OPEN OTHERS
MARKET
Series1

Inference:- open market played dominant role in the distribution and sales of
Nandini Products.

TABLE-10

-42-
Table showing the mode of payment

SL NO MODE OF PAYEMENT no of respondents %

1 CASH&CARRY 50 100
2 WEEKLY BILLING 0 0
3 MONTHLY BILLING 0 0
4 OTHERS 0 0
TOTAL 50 100

Analysis:- all the 50 respondents carry out their transaction in cash and carry
basis.

GRAPH-10

-43-
 100

100
90
80
70
60
50
40
30
20
0 0 0
10
0
1

CASH&CARRY W EEKLY BILLING MONTHLY BILLING OTHERS

Inference:- as the milk company’s do not support any other mode of

payments, so the respondents will have to pay only cash on the spot for the
purchase of milk, either it may be from the agent or from the open market or
from the dealer.

TABLE-11

-44-
Table showing the factors that satisfies Nandini Products

SL NO PARTICULARS no of respondents %
1 QUALITY 40 80
2 PRICE 5 10
3 SERVICE 5 10
4 Other 0 0
TOTAL 50 100

Analysis:- 80% of 50 respondents were satisfied with quality of Nandini milk

and 10% of respondents were satisfied with service and 10% were satisfied
with price.

GRAPH-11

-45-
 80
80
70
60
50
40
30
20 10 10
10 0
0
QUALITY PRICE SERVICE Other

Series 1

Inference:- Quality is most considerable factor by the respondents.

Table-12

-46-
Table showing opinion of respondents about the price of Nandini
Products

SL PARTICULARS no of respondents %
NO
1 Reasonable 46 92

2 Costly 4 8

TOTAL 50 100

Analysis: - 92% of 50 respondents said that the price of Nandini Products is

reasonable and 8% of them said that it is costly.

GRAPH-12

-47-
 92
100

80

60

40
8
20

0
Reasonable Costly

Series1

Inference: - most of respondents feel that prices are reasonable.

TABLE-13

-48-
Table showing usage of other products of Nandini Products

SL NO PARTICULARS no of respondents %
1 CURDS 23 46
2 BUTTER 0 0
3 PEDA 10 20
4 MYSORE PAK 5 10
5 PANEAR 12 24
TOTAL 50 100

Analysis: - out of 50 respondents 24% are using any panear product, 46% of
them are using curds, 10% are using Mysore pak and 20% are using peda.

GRAPH-13

-49-
 50 46
45
40
35
30
24
25
20
20
15
10
10
5
0
0
CURDS BUTTER PEDA MYSORE PANEAR
PAK

Series1

Inference: the usage of the curd is more as compare to other milk products.
Majority of the respondents consumed curd more than other milk products.

TABLE-14

-50-
Table showing whether respondents were satisfied with advertisement of
Nandini milk and milk products.

SL NO PARTICULARS NO OF %
RESPONDENTS
1 SATISFIED 47 94
2 UNSATISFIED 3 6
TOTAL 50 100

Analysis:- The above table depicts that 94% of the 50 respondents said they
were satisfied with advertisement of Nandini milk and milk products and 6%
were unsatisfied.

Graph 14

-51-
Graph showing whether respondents were satisfied with Nandini milk
and milk products

94

SATISFIED UNSATISFIED

Inference: As all most equal number of respondents were unsatisfied with

advertisement what Nandini. So there is a urgent need for a proper
promotional activity is carried down to satisfy the customers.

CHAPTER-4

-52-
 SUMMARY OF FINDINGS

The following finding drawn by the respondents in Bangalore City.

1) The age group of respondents was seen to be, 20-25 years, 34% of
respondents, 25-30 years, 40% of respondents, and 30& above 26% of
respondents.

2) The occupation of the respondents was seen to be as 24%

respondents in government service; 12% were in private service, 44%
were in business, 20% were in other sectors.

3) The classification of respondents were as follows:-

Male-24% respondents
Female-76% respondents

4) The brand name Nandini has awareness to the fullest extent and all the
respondents knew very well about it. As it was the oldest brand of milk
and ghee available in Karnataka, all these respondents know about it
through advertisement and through the agents.

5) Most of the respondents were buying milk & ghee through open
markets only a very few percentage of respondents bought them from
agents. Open market play a dominant role when it comes to
distribution and sales of milk and its product s and they are major
influences in the buying of a particular brand of milk and its
products. That is what has been portrayed in this study.

6. Almost every respondent’s deals through cash and carry mode of

payment with the sellers. This is because none of the milk companies
in the market do not support any credit transactions.

-53-
7. About 50% of the respondents were not satisfied with the
advertisement released by BAMUL about NANDINI brand. This
means that the advertisement effectiveness s is only 50% but has a
100% reach.

8. Nandini is seen to b e a very eminent brand since all the 100% of

respondents haves given a positive response regarding its awareness.

9. 3/4th of the respondents said that quality of NANDINI products is the

thing that they admit the most and few others said that they admired
competitive price of nandini. While some others also admired its
availability and its agents service. This means that NANDINI has
maintained its quality since it inception 37 years age.

10. Recommendations for improvements of Nandini milk & milk product

is seen as follows:

1. Improvement in availability.
2. Improvement in quality.
3. Improvement in taste and thickness.

11. The respondents were using more of NANDINI product when

compared to any others products.

12. All of the respondents were using Nandini brand toned milk.

-54-
 CHAPTER – 5

SUGGESTIONS AND RECOMENDATION

 Quality, this word has been very well kept up by BAMUL all these
have done a great job by maintaining quality which has helped them to
build a strong brand name called NANDINI. But there were a very few
complaints from some of the respondents about its quality so the
thickness of the milk has to be increased and thereby satisfying even
those small no of unsatisfied respondents.

 There were complaints regarding quantity of ghee as there was

sometimes increase or reduction in the quantity. So company has to
take proper measures.
 The company BAMUL needs to have at its pricing strategy. To make it
much more competitive with any other brands the company should
make a certain arrangement so that the certain percentage of rebate is
given to the customer who buys in huge quantities. This one will make
the customers to stick on to the NANDINI brand itself.
 The BAMUL can also make the arrangements by supplying NANDINI
products to regular department stores and to the sweet stalls where in
its products are sold by the retailer by taking off certain, percentage as
their commission. This will bring BAMUL ready made packed food
products to compete with other brand of packed food.
 the agents of NANDINI are playing a dominate role in bringing
nandini products to the respondents and there by being significant I
bringing sales and even in building a huge brand in Karnataka called
NANDINI so considerable amount of interest should also be shown
towards these agents.

-55-
 The company should also look in to consumer’s relationship
management. A growing trend by which the company can succeed in
winning customers confidence and satisfaction.
 The company needs to have a constant touch and communication with
the consumers and continuously needs. To get feedback from them and
make necessary arrangements and corrections to cater the needs of
customers.
 In many areas there are no Nandini parlors, or dairy. Counters etc., it is
better to open the counters or parlors, in order to provide milk to the
consumers to provide for availability of Nandini products, in all areas.
 The BAMUL must undertake the promotional activities like
advertisement of its products, so that the customers are made aware of
these products, and develop an interest about Nandini milk and
products.

-56-
 Conclusion

The future of any business is tense. The future cannot be

predicated; all you can do is that systematically predict about it. There are
professional practitioners who look ahead to the longer term and who believe
that this skill can be achieved. By looking ahead, confronting the future and
watching the trends unfold, the world becomes less random, patterns emerge,
new threats are foreseen and avoided and new opportunities are identified and
exploited. This study was done to analyze the consumer behavior towards the
Nandini Milk Products in Bangalore City. Primary and secondary data
collected were analyzed in the light of objectives set for the study from the
survey reports; it was found that Nandini Milk was being rated the best with
regard to the satisfactory levels among the customers.

It can be concluded that Nandini is one such brand which has

entered the daily life of the consumers. It has the monopolistic market in
Nandini Milk and can be utilized fully BAMUL is one such organization
where it is striving hard for its customer satisfaction. The taste and quality of
the Nandini milk and milk products is an important aspect, which has to be
improved and this should be made known to the consumer through
advertisements. This project report at the end gives some of the suggestions if
one adopted can lead much higher development in sales.

-57-
 26%

74%

Male Female

-58-