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Secondary data was collected from the management. The collected data is analyzed
using analytical tools like simple percentage and chi-square test. As per the findings,
suggestions are given to the company to take initiation to fulfill the consumer needs.
Introduction about the study
Sales promotion is an important component of a small business's overall marketing
strategy, along with advertising, public relations, and personal selling. The American
Marketing Association (AMA) defines sales promotion as "media and nonmedia
marketing pressure applied for a predetermined, limited period of time in order to stimulate
trial, increase consumer demand, or improve product quality.
A direct inducement that offers extra value or incentive for the product to the Sales
force, distributors, or the ultimate consumer with the primary objective of creating
"immediate" sales .
CONSUMER BEHAVIOUR:
The study of consumers helps firms and organizations improve their marketing
strategies by understanding issues such as how
The psychology of how consumers think, feel, reason, and select between
different alternatives (e.g., brands, products);
The psychology of how the consumer is influenced by his or her environment
(e.g., culture, family, signs, media);
The behavior of consumers while shopping or making other marketing decisions;
Limitations in consumer knowledge or information processing abilities
influence decisions and marketing outcome;
How consumer motivation and decision strategies differ between products that
differ in their level of importance or interest that they entail for the consumer; and
Industry Profile
If a company’s current assets do not exceed its current liabilities, then it may run into trouble
paying back creditors in the short term. The worst-case scenario is bankruptcy. A declining
working capital ratio over a longer time period could also be a red flag that warrants further
analysis. For example, it could be that the company’s sales volumes are decreasing and, as a
result, its accounts receivables number continues to get smaller and smaller.
Working capital also gives an idea of the company’s underlying operational efficiency. Money
that is tied up in inventory or money that customers still owe to the company cannot be used to
pay off any of the company’s obligations. So, if a company is not operating in the most efficient
manner (slow collection), it will show up as an increase in the working capital. This can be
seen by comparing the working capital from one period to another slow collection may signal
an underlying problem in the company’s operations.
Company Profile
Sl No. Name of union Sivagangai District Cooperative Milk Producers’ Union Ltd.,
Date of
1. registration of 24.07.1982
the union
2. Date of Starting 01.01.1983
Registered VRD 793 Sivagangai Districts Co operative Milk Producers Union Ltd., ‘O’.
3.
office Address Siruvayal Road, Kazhanivasal, Karaikudi - 630 002.
Area of
4. Sivagangai & Ramanathapuram
operation
Commissioning
5. of Karaikudi 17.10.1986
Dairy
No. of Dairy
6. 1 (Karaikudi, Sivagangai District )
Plant
Capacity of
7. 50 KL
Dairy Plant
No. of Chilling
8. 1 ( Sivagangai )
Centers
Capacity of the
9. 10 KLPD
Existing CCs
No. of Bulk
10. 12 ( Functioning 11 )
Milk Coolers
Capacity of
11. 52 KL
total BMCs
No. of
12. 645
membership
Authorised
13. 15,00,000.00
share capital
Paid up share
14. 32,80,600.00
capital
Deputy
15. Registrar Manamadurai & Ramnad
(Dairying)
16. TIN No 5500464 / 01.04.1995
Provisional
19. 33AAAAR0897B1ZT
GST No