CHAPTER-I

INTRODUCTION

INTRODUCTION
Perception is a process by which individuals organize and interpret their sensory impressions in order to give meaning to their environment. However, what one perceives can be substantially different from objective reality. It need not be, but there is often disagreement. For example, its possible that all employees in a firm may view it as a great place to work- favorable working conditions, interesting job assignments, good pay, an understanding and responsible management but , as most of us know, its very unusual to find such agreement Human beings are constantly attacked by numerous sensory simulations including noise, sight, smell, taste etc the critical question in the study of perception is why the same universe is viewed differently by different persons? The answer is the perception. Different people perceive the universe differently. Perception is defined as the process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world. A stimulus is any unit of input to any of the senses. Examples of stimuli i.e., sensory input include products, package, brand names, advertisements, and commercials. Sensory receptors are the human organs the eyes, ears, nose, mouth and skin that receive sensory inputs. Their sensory functions are to see, hear, smell, taste and feel. All of these functions are called into play either singly or in combination in the evaluation and use of most consumer products. The study of perception is largely the study of what we subconsciously add to or subtract from raw sensory inputs to produce our own private picture of the world. The processes of consumer perception and decision making remain relatively complex phenomena despite the depth of research undertaken in the area. One way in which these processes may be influenced is through the explicit mentioning of product attributes in advertising. This study investigates consumer perceptions of mentioned product attributes in magazine advertising for a specific product category. Results confirm a clear relationship between attributes specifically mentioned in advertising for the three selected brands and respondents rating of those attributes against evaluative criteria for the product category. Perception not only occurs when we receive a stimulus by one of our five senses but it also relates to the view that that is developed as a result of the stimulus. However, a person's reaction

to stimuli and the perception that they form as a result of a stimulus often depends on past experiences and the expectations that they have built up as a result.

DEFNITIONS
Perception is the process through which information from outside environment is selected, received, organized and interpreted to make it meaningful to us. According to Joseph Reitz,Perception is the process by which individuals organize and interpret their sensory impressions in order to give meaning to their environment According to S.p. Robbins Perception may be defined as a process by which individuals organize and interpret their sensory impressions in order to give meaning to their environment.

FACTORS AFFECTING PERCEPTION

External factors
Size Intensity Frequency Status Contrast

Internal factors
Needs and motives Self concept Beliefs Past experience Current psychological state Expectations

MAJOR FACTORS INFLUENCING BUYING BEHAVIOR: Consumer behavior is affected by a host of variables ranging from personal, professional needs, attitudes and values, personality characteristics, social economic and cultural background, age, gender, professional status to social influences of various kinds exerted a family, friends, colleagues, and society as a whole. The combination of these variation factors produce a different impact on each one to us a manifested in our different behavior as consumer. Psychological factors that as individual consumer needs, motivations, perceptions attitudes, the learning process personality and personality characteristics are the similarities, which operate across the different types of people and influence their behavior. There are four major factors which influences on the buying behavior of consumers. 1. 2. 3. 4. Cultural factors Social factors Personal factors Psychological factors

1.Cultural factors: On consumer behavior culture can be defined as the sum total of learned belief, value and custom that serve to guide and direct the consumer behavior of all members of that society. Culture is a learned through the following three ways. 1. 2. 3. Formal learning Informal learning Technical learning

Culture is a most fundamental determinant persons wants and behavior, the growing child acquires a set of values, perceptions, preferences and behavior through his family and key institutions.

2.Social factors: Consumer behavior is also influenced by such social factors as reference groups, family and social roles and status Reference groups: Many groups influence a persons behavior a person reference consist of all the groups that have a direct or indirect influence on the persons attitude and behavior. Roles and status: a role consists of the activities that a person is expected to perform. Each role carries a status. Supreme court judge has more status than a sales manages and a sales manages has more status than office clerk. 3.Personal factors: Buyers decisions are also influenced by personal characteristics the buyers age and life cycle stages, occupation, economic circumstances, lifestyle and personality and self-concept. 4.Psychological factors: Abraham mallows needs can be ranked in order are importance from the low biological needs to the higher levels of psychological needs. MASLOWS hierarchy of human needs us understand consumer motivation it is useful for the marketer who can identify what generic level need this brand is capable fulfilling and accordingly position his brand and back it up wit relevant marketing inputs. Brands such as food and clothes are brought two fulfill psychological need

NEED FOR THE STUDY

Jersey milk Products is getting familiar as the aspect of convenience and quality has been guaranteed. The customers are having numerous brands in selecting the milk products, and the variety of milk products. With various types viz., toned milk, full cream milk,slim milk. But when the aspect of brand influences the purchase there comes the threat on domestic brand also, hence a research has been carried over to analyse the attitude, perception and behavior of customers consuming milk products. The research could decode marketing strategies to influence customer perception Customer research takes place at every phase of the consumption process-before the purchase, during the purchase, after the purchase.

OBJECTIVE OF THE STUDY

1. To find out the new product they except from the company. 2. To find out the market needs and demand for jersey milk product. 3. To know the consumer perception on jersey milk product. 4. To know the consumers buying behavior on jersey milk product. 5. To study the effective brand positioning of the jersey milk products.

SCOPE OF THE STUDY

The scope of study is limited to find the consumer perception towards the service and products to jersey it is the general study not confined to any industrial standards. It is conducted in the geographical area of HyderabadThe awareness and impact of medias on respondents of their preferable brand and their performance towards particular brand Hyderabad city. The present study is conducted to get the opinions from the customer Even the uses of vijaya brand are available all over, but the present study is only restricted to some selected places

RESEARCH METHODOLOGY
There were several methodologies of research that the researcher could have utilized to collect information regarding customer satisfaction. Some of the more commonly used strategies are i) written survey, ii) telephone surveys, iii) focus groups, iv) in depth interviews etc. However factors such as information need, resources, accessibility to customers, sample to be used, time etc. had to be considered prior to selection of a methodology. SAMPLE SIZE The size of the Sample is 100 customers among which were from Hyderabad

DATA COLLECTION

The task of

data collection begins after problem has been identified. While deciding about the method of data collection to be used for the study the researcher should keep in mind two types of data viz, primary data and secondary.

COLLECTION OF PRIMARY DATA original in character. They are as follows: 1. Observation method 2. Formal and informal discussions with consumers. 3. Through questionnaires 4. Interview Method

The primary

data are those, which are collected afresh and for first time and thus happen to be

COLLECTION OF SECONDARY

DATA

Secondary data means that are already available that is they refer to the data, which have already been collected and analyzed by someone else. Usually published data are available in: 1) Technical and Trad Journals 2) Books Magazines and newspaper 3) Internet

LIMITATION OF THE STUDY

Several self imposed limitations restricted the undertaking. Among these the one which would become the most important was the fact that no additional field work would be carried out , although questionnaires might be changed to include necessary information. As all research study is bounded by certain limitations, this study also has some limitations which are as follows. In every research there are chances of errors & constraints. I have found following limitations in my study.This study was not restricted to the specific Customers of the The awareness and impact of medias on respondents of their preferable brand and their performance towards particular brand Hyderabad city. The present study is conducted to get the opinions from the customer

1. Availability of limited time. 2. As in the case of survey responses and information obtained may not be genuine and accurate.

CHAPTER-II REVIEW OF LITERATUR

REVIEW OF LITERATURE

Perception is selection and organization of material which stems from the outside environment at one time or the other to provide the meaningful entity we experience. Seit 1998 leitet Dr.Ingo Kolasa das Deutsche Musikarchiv Berlin, 2003 wurde err zum stell vertretenden Vorsitzenden der IASA International Association of Sound and Audiovisual Archives.Perception may be defined as a process by which individuals organize and interpret their sensory impressions in order to give meaning to their environment. According to S.p. Robbins Perception includes all those processes by which an individual receives information about his environment seeing, hearing, feeling, tasting, and smelling. According to Joseph Reitz Fred Luthons opines that Perception is an important mediating Cognitive process through which persons make interpretations of the stimulus or Situation they are faced with. According to above Authors meaning in my review in the perception is the process through which the information from outside Environment is selected, received, organized and interpreted to make it meaningful to us.Perception vary from person to person. Different people perceive Different things about the same situation. But more than that, we assign different Meanings to what we perceive. And the meanings might change for a certain person. Adelina Broad Bridge & Henry Morgan 2007, consumer perception toward retail and brand products. A two-stage research methodology consisting of both qualitative and quantitative research techniques was adopted. Both the qualitative and quantitative research showed that respondents adopted similar risk reduction strategies in their purchase of jersey products. This research investigated consumer perceptions of jersey products. The results of the primary research indicated that consumers need to feel confident with the product in terms of reliability and performance and packaging.

Hennes and mauritz explaned that retailing perception in Europe based apparel speciality stores zara (Spain) are very successful through the philosophy of fashion and demand more than 1000 speciality stores around the world. According to Ruby Roy Dholakia Based on a mail survey of upscale US households, the empirical study finds the two shopping formats to be clearly different from each other in terms of perceived shopping benefits. The data supports the influence of individual characteristics (such as age, household income and family composition) as well as past behaviors on the shopping benefits associated with the two modes of shopping. Like Hennes and mauritz in 1995 Norum found that fit was significantly related to consumer satisfaction and with perceptions regarding product quality. Labat and Delong (1990) found apparel fit satisfaction related to body cathexis( consumers evaluation of self and body), with fit satisfaction being lower for hip and waist as compared to other body sites. This evaluation of fit would vary according to the shopper profile and could provide some opportunity for the retailer to play a role and Gagliano and Hathcote also said in 1994 Demographic characteristics have been found to influence fashion attitudes and store patronage. Hamilton and Norum (1990) suggest that while there has been a shift away from requirements for specific product knowledge, the ability to communicate product knowledge is seen as important. The above authors said that retailing perception in apparel stores according to them descriptions I come to know about retailing perception is depend on consumer needs , realty, may be influenced by past experience and fantasies believes values personality .

CHAPTER-III

ORGANIZATION PROFILE

ABOUT DAIRY INDUSTRY Today, India is 'The Oyster' of the global dairy industry. It offers opportunities galore to entrepreneurs worldwide, who wish to capitalize on one of the world's largest and fastest growing markets for milk and milk products. A bagful of 'pearls' awaits the international dairy processor in India. The Indian dairy industry is rapidly growing, trying to keep pace with the galloping progress around the world. As he expands his overseas operations to India many profitable options await him. He may transfer technology, sign joint ventures or use India as a sourcing center for regional exports. The liberalization of the Indian economy beckons to MNC's and foreign investors alike. The urban market for milk products is expected to grow at an accelerated pace of around 33% per annum to around Rs.43,500 crores by year 2005. This growth is going to come from the greater emphasis on the processed foods sector and also by increase in the conversion of milk into milk products. By 2005, the value of Indian dairy produce is expected to be Rs 10,00,000 million. Presently the market is valued at around Rs7,00,000mn India with 134mn cows and 125mn buffaloes, has the largest population of cattle in the world. Total cattle population in the country as on October'00 stood at 313mn. More than fifty percent of the buffaloes and twenty percent of the cattle in the world are found in India and most of these are milch cows and milch buffaloes. Indian dairy sector contributes the large share in agricultural gross domestic products. Presently there are around 70,000 village dairy cooperatives across the country. The co-operative societies are federated into 170 district milk producers unions, which is turn has 22-state cooperative dairy federation. Milk production gives employment to more than 72mn dairy farmers. In terms of total production, India is the leading producer of milk in the world followed by USA. The milk production in 1999-00 is estimated at 78mn MT as compared to 74.5mn MT in the previous year. This production is expected to increase to 81mn MT by 2000-01. Of this total produce of 78mn cows' milk constitute 36mn MT while rest is from other cattle.

Lack of use of scientific practices in milching. Inadequate availability of fodder in all seasons. Unavailability of veterinary health services.

Fresh Milk Over 50% of the milk produced in India is buffalo milk, and 45% is cow milk. The buffalo milk contribution to total milk produce is expected to be 54% in 2000. Buffalo milk has 3.6% protein, 7.4% fat, 5.5% milk sugar, 0.8% ash and 82.7% water whereas cow milk has 3.5% protein, 3.7% fat, 4.9% milk sugar, 0.7% ash and 87% water. While presently (for the year 2000) the price of Buffalo milk is ruling at $261-313 per MT that of cow is ruling at $170-267 per MT. Fresh pasteurized milk is available in packaged form. However, a large part of milk consumed in India is not pasteurized, and is sold in loose form by vendors. Sterilized milk is scarcely available in India. Milk has been an integral part of Indian food for centuries. The per capita availability of milk in India has grown from 172 gm per person per day in 1972 to 182gm in 1992 and 203 gm in 199899.This is expected to increase to 212gms for 1999-00. However a large part of the population cannot afford milk. At this per capita consumption it is below the world average of 285 gm and even less than 220 gm recommended by the Nutritional Advisory Committee of the Indian Council of Medical Research. In India about 46 per cent of the total milk produced is consumed in liquid form and 47 per cent is converted into traditional products like cottage butter, ghee, paneer, khoya, curd, malai, etc. Only 7 per cent of the milk goes into the production of western products like milk powders, processed butter and processed cheese. The remaining 54% is utilized for conversion to milk products. Among the milk products manufactured by the organized sector some of the prominent ones are ghee, butter, cheese, ice creams, milk powders, malted milk food, condensed milk infants foods etc. Of these ghee alone accounts for 85%.It is estimated that around 20% of the total milk produced in the country is consumed at producer-household level and remaining is marketed through various cooperatives, private dairies and vendors. Also of the total produce more than 50% is procured by cooperatives and other private dairies. While for cooperatives of the total milk procured 60% is consumed in fluid form and rest is used for manufacturing processed value added dairy products; for private dairies only 45% is marketed in fluid form and rest is processed into value added dairy products like ghee, makhan etc.

Presently only 12% of the milk market is represented by packaged and branded pasteurized milk, valued at about Rs. 8,000 crores. Quality of milk sold by unorganized sector however is inconsistent and so is the price across the season in local areas. Also these vendors add water and caustic soda, which makes the milk unhygienic. India's dairy market is multi-layered. It's shaped like a pyramid with the base made up of a vast market for low-cost milk. The bulk of the demand for milk is among the poor in urban areas whose individual requirement is small, maybe a glassful for use as whitener for their tea and coffee. Nevertheless, it adds up to a sizable volume - millions of litres per day. In the major cities lies an immense growth potential for the modern sector. Presently, barely 778 out of 3,700 cities and towns are served by its milk distribution network, dispensing hygienically packed wholesome, quality pasteurized milk. According to one estimate, the packed milk segment would double in the next five years, giving both strength and volume to the modern sector. The narrow tip at the top is a small but affluent market for western type milk products. Market Size And Growth Market size for milk (sold in loose/ packaged form) is estimated to be 36mn MT valued at Rs470bn. The market is currently growing at round 4% pa in volume terms. The milk surplus states in India are Uttar Pradesh, Punjab, Haryana, Rajasthan, Gujarat, Maharashtra, Andhra Pradesh, Karnataka and Tamil Nadu. The manufacturing of milk products is concentrated in these milk surplus States. The top 6 states viz. Uttar Pradesh, Punjab, Madhya Pradesh, Rajasthan, Tamil Nadu and Gujarat together account for 58% of national production. Milk production grew by a mere 1% pa between 1947 and 1970. Since the early 70's, under Operation Flood, production growth increased significantly averaging over 5% pa.About 75% of milk is consumed at the household level which is not a part of commercial dairy industry. Loose milk has a larger market in India as it is perceived to be fresh by most consumers. In reality however, it poses a higher risk of adulteration and contamination.

The production of milk products, i.e. milk products including infant milk food, malted food, condensed milk & cheese stood at 3.07 lakh MT in 1999. Production of milk powder including infant milk-food has risen to 2.25 lakh MT in 1999, whereas that of malted food is at 65000 MT. Cheese and condensed milk production stands at 5000 and 11000 MT respectively in the same year. Major Players The packaged milk segment is dominated by the dairy cooperatives. Gujarat Co-operative Milk Marketing Federation (GCMMF) is the largest player. All other local dairy cooperatives have their local brands (For e.g. Gokul, Warana in Maharashtra, Saras in Rajasthan, Verka in Punjab, Vijaya in Andhra Pradesh, Aavin in Tamil Nadu, etc). Other private players include J K Dairy, Heritage Foods, Indiana Dairy, Dairy Specialties, etc. Amrut Industries, once a leading player in the sector has turned bankrupt and is facing liquidation. Indian (traditional) Milk Products There are a large variety of traditional Indian milk products such as Makkhan - unsalted butter. Ghee - butter oil prepared by heat clarification, for longer shelf life. Kheer - a sweet mix of boiled milk, sugar and rice. Basundi - milk and sugar boiled down till it thickens. Rabri - sweetened cream. Dahi - a type of curd. Lassi - curd mixed with water and sugar/ salt. Channa/Paneer - milk mixed with lactic acid to coagulate. Khoa - evaporated milk, used as a base to produce sweet meats. The market for indigenous based milk food products is difficult to estimate as most of these products are manufactured at home or in small cottage industries catering to local areas.

Consumers while purchasing dairy products look for freshness, quality, taste and texture, variety and convenience. Products like Dahi and sweets like Kheer, Basundi, Rabri are perishable products with a shelf life of less than a day. These products are therefore manufactured and sold by local milk and sweet shops. There are several such small shops within the vicinity of residential areas. Consumer loyalty is built by consistent quality, taste and freshness. There are several sweetmeat shops, which have built a strong brand franchise, and have several branches located in various parts of a city. Branding Of Traditional Milk Products Among the traditional milk products, ghee is the only product, which is currently marketed, in branded form. main ghee brands are Sagar, MilkMan (Britannia), Amul (GCMMF), Aarey (Mafco Ltd), Vijaya (AP Dairy Development Cooperative Federation), Verka ( Punjab Dairy Cooperative), Everyday (Nestle) and Farm Fresh (Wockhardt). With increasing urbanization and changing consumer preferences, there is possibility of large scale manufacture of indigenous milk products also. The equipments in milk manufacturing have versatility and can be adapted for several products. For instance, equipments used to manufacture yogurt also can be adapted for large scale production of Indian curd products (dahi and lassi). Significant research work has been done on dairy equipments under the aegis of NDDB. Mafco Limited sells Lassi under the Aarey brand and flavoured milk under the Energee franchise (in the Western region, mainly in Mumbai). Britannia has launched flavored milk in various flavors in tetra packs. GCMMF has also made a beginning in branding of other traditional milk products with the launch of packaged Paneer under the Amul brand. It has also created a new umbrella brand "Amul Mithaee", for a range of ethnic Indian sweets that are proposed to be launched The first new product Amul Mithaee Gulabjamun has already been launched in major Indian markets.

In a pre-domically agriculture dependent economy dairying earned a place in the mines small and marginal farmers. It is a well know fact that small and marginal farmers contribute Almost 67% of the Indian agriculture sector. Through crop production is the first basic need of sustenance of the country population animal products are said to enhance the quality of diet. Among the animal product it is milk, which is virtually accepted by the entire population and is consumed one form or other every day. This is how milk has come on to stay in-group of essential commodities in the world. More than 2,445 million people economically active in agriculture in the world, probably 2/3 or even more of them are wholly or partly dependent on livestock farming. India is endowed with rich flora & Fauna & continues to be vital avenue for employment and income generation, especially in rural areas. India, which has 66% of economically active population, engaged in agriculture, derives 31% of Gross Domestic Product GDP from agriculture. The share of livestock product is estimated at 21% of total agricultural sector.

DAIRY DEVELOPMENT IN ANDHRA PRADESH Andhra Pradesh is dominated by agriculture sector and good potential for milk production the state has cattle population of 218.31 levels with 16.74 lakhs cows and 25.85 lakhs of national live stock strength the milk production is estimated about 50 lakhs liters per day. In Andhra Pradesh the first day was proposed in 1959, at the time Pilot Milk Supply Scheme was started. It is an action to integrate the milk project with the assistance of the UNICEF at a cost of Rs. 45 crores in the year 1961. A separate department of milk was established with for districts. In Andhra Pradesh the company operative sector is having 3 liters it is having societies, unions and federations they are

At village level milk producers co-operative societies At district level milk producers co-operative unions At state level milk producers are federations.

COMPANY PROFILE Welcome to Creamline Dairy Products Limited, your door to healthy and nourishing milk and milk products. Incorporated in the year 1986, the company started operations in 1990 with a small milk processing plant at Jeedipally in Medak district of Andhra Pradesh. CDPL has now grown into a conglomerate of 7 modern milk processing plants in prime milk shed areas in Andhra Pradesh, Tamil Nadu, Karnataka and Maharashtra, with a combined handling capacity of 6.85 lakh liters per day. CDPL is a premier dairy in private sector in South India and is marketing complete range of milk and dairy products under the brand name JERSEY. Creamline Dairy Products Limited (CDPL) Creamline, an ISO 22000 accredited dairy, is a leading manufacturer and supplier of milk and milk products in Southern India spanning across Andhra Pradesh, Tamil Nadu, Karnataka and with a foothold at Nagpur in Central India. It operates its milk procurement, milk and milk products processing and distribution through Strategic Business Units (SBUs). Its milk and dairy products are sold under the popular brand name JERSEY. Since inception, the company has been growing consistently under the visionary leadership of promoter directors, business acumen of operational heads and unrelenting efforts of committed workforce. The company has achieved a turnover of 4450 millions for the financial year 2009-2010 and is set to achieve an ambitious target of Rs.10500 millions by end 2013.The Company entered into strategic partnership with M/s. Godrej Agrovet Limited, the largest animal feed manufacturing company in the country, in the Year 2005 by offering equity stake of to strengthen its backward integration with farmers, the primary producers of milk, for compound feed supply. The Company is open to strategic business tie-ups at national and international level and is looking at export opportunities to its products. The workforce of the company is composed of a balanced mixture of technocrats, dairy engineers, production and quality specialists besides the dedicated top-notch management team overseeing the entire corporate functioning. The Company has excellent infrastructure with 30 own and 9 associate milk chilling centers, 40 BMCUs, 7 packing stations, 6 sales offices and 1 state of the art powder plant/SBU at Ongole. It has a combined milk processing capacity of 6.85 lakh liters per day. The company markets its products through a well laid distribution network comprising of company owned parlors, exclusive franchise outlets, product push carts. Besides, the company also sells its products

through 5000 agents panning across Southern India and Maharashtra. The company has entered the market of cultured products like Yoghurt, Curd, Lassi and Buttermilk in 2005 and within a short span made its mark in the dairy market. Since its incorporation in the year 1986, the company has successfully applied many innovative practices like 24 hour parlors with unemployed youth in 1993, mobile milk testing labs in 1998 etc. The company is now planning to expand its operations to Central India by setting up new Processing & Packaging Units. Jersey has become a household name for dairy products and continues to create consumers delight to perfection. Continued support and encouragement of customers.

YEAR

SALES

1995 to 1996

70.8 Million Tonnes

2000 to 2001

100.2 Million Tonnes

2009 to 2010

445 millions Tonnes

LIST OF BOARD OF DIRECTORS

S.No

NAME

DESIGNATION

Dr. BHASKER REDDY

Managing Director.

Mr. GANGADHAR

Director - Finance

Mr. CHANDRA SHEKHER

Director - Technical

Mr. BALRAJ GOUD

Executive Director Director Board of

Mr.BALRAM SINGH

Creamline Dairy Products

Mr.VARADARAJ

Chief Financial Officer

DR. MOHANA

MD of Medicine

Vision To emerge as a Leader in Dairy Foods with Global Presence through Business Excellence and ensuring Customer Delight Mission To grow continuously, offering value added Dairy Products and gain customers confidence through Innovative Practices Values We act with a sense of pride adopting ethical practices and compassionate approach

JERSEY MILK PRODUTS

CURD

JERSEY curd is prepared with fresh quality milk under the influence of lactic acid bacteria at around 40oC.JERSEY curd is a fresh, safe, hygienic and tasty product which has all nutritious goodness of milk. JERSEY CURD is available in quantities of 100 g, 200 g, and 500 g with a shelf life of 7 days at chilled storage conditions.

BUTTER MILK

Buttermilk is an inseparable part of traditional South Indian meal since ages. It is made from fresh pasteurized standardized milk curd that contains lactic acid bacteria, diluted along with required amount of spices extracts and salt for added taste. Jeera powder added for our Jeera flavored Butter Milk. The products have a shelf life of 5 days.

LASSI

Sweetened Lassi is also the most popular cultured milk beverage. It is prepared using fresh pasteurized standardized milk curd. Sugar is added and homogenized to give excellent mouth feel. Lassi contains appreciable amounts of milk proteins and phospholipids.

FLAVORED MILK

Flavored milk is made from sterilized double toned milk which consists of 1.5% fat and 9.0% SNF. It is available in different flavors such as badam, strawberry, banana and chocolate. The sugar is also added to enhance the taste.

GHEE

Ghee is very popular milk product and is widely consumed with regular meals. It has unique pleasant flavor and grainy texture. Ghee is pure clarified butter fat with negligible moisture content. Ghee has high nutritive value with fat-soluble vitamins (A, D, E & K). It is widely used for shallow and deep-frying of food. Countless Indian sweetmeats based with cereals, milk solids, fruits and vegetables are cooked in ghee. JERSEY GHEE is available in 200 g, 500 g, and 1 L packs and has a shelf life of 3 months. Bulk quantity also available in 15kg tins. Our Ghee also has AGMARK certification. PANEER

Paneer is a healthy, protein-rich food. It is a pure coagulated milk product made from fresh milk of 6% fat and 9% SNF. Paneer is formed when milk is precipitated by adding sour milk, lactic acid or citric acid. It is the most common form of Indian cheese and is a high protein food. So, paneer is often substituted for meat in Indian vegetarian cuisine. Paneer is packed and sold in 200 g, 500 g and 1 Kg poly packs. It has a shelf life of 1 month.

DOODHPEDA

Doodhpeda is a desiccated sweetened product made from fresh milk and contains 45% milk solids and 35% sugar. It is slightly brownish white in colour and has coarse grainy structure. The product is hygienically packed. Doodhpeda is a nutritious product with delicious taste and having a shelf life of 7 days.

JERSEY ICE-CREAMS

Kaju-Kissmiss

Butter Scotch

Cone

Cassatta

JERSEY MILK

TONED MILK

FULL CREAM MILK

DOUBLE TONED MILK

SLIM MILK

One 200 ml glass of milk provides a power-pack of nutrients and contains the minerals and vitamins as below:

JERSEY PARLOURS

Exclusive Dairy Product Outlets: Company proposes to put up high ambience exclusive Dairy Product Outlets in crucial places in major cities like Hyderabad, Chennai and Bangalore. Exclusive Outlets will have the entire range of Milk and Milk related products of all types.

Products like Special milks - Fat Free, Vitamin enriched and Mineral Fortified, Milk Shakes of various varieties Frappe, Sherbat and Smoothie. Frozen Milk Products like Ice Creams with several varients, Novelties with wide varients and Frozen Coffee etc. Varieties of Milk Recepies with health focus. Various Milk Deserts focusing on traditional with area specified across India. Milk Snack foods made of Panneer including Birianies shall include the widest milk menu.

COMPETITORS

Vijaya Mother Dairy Heritage Visaka Tirumala Masquati Bilal Nandini Ruchi Reliance Milk Agri Gold Milk

CHAPTER-IV

DATA ANALYSIS AND INTERPRETATIONS

1. Which is your favorite brand in milk? Table-4.1 Particulars Jersey vijaya mother dairy Others Total No. of Respondents Percentage 18 16 16 50 100 18% 16% 16% 50% 100%

Chart-4.1

No.of respondents
jersey vijaya m other dairy other

18% 50% 16%

16%

INTERPRETATION From table1,we observe that highest no of respondents i.e50% consumer are preferred other brands followed by 18%preferred JERSEY brand . 16%preferred VIJAYA and 16% preferred MOTHER DAIRY.

2. How is the quality of jersey milk products in comparison with other products? Table-4.2 Particulars Excellent Good Poor Very poor Total No. of Respondents Percentage 14 42 34 10 100 14% 42% 34% 10% 100%

Chart-4.2

INTERPRETATION 14% of respondents are excellent the jersey milk products compare with other products.42% of respondents are good ,34% of respondents are poor, and 10% very poor the jersey milk products compare with other products 3. Which promotional offers attract you most of products?

Table-4.3 Particulars price offer Free gifts Any other Total No. of Respondents Percentage 16 20 64 100 16% 20% 64% 100%

Chart-4.3

No.of respondents
price offer free gifts anyother

16%

20% 64%

INTERPRETATION From above table 20% of customer attracted by free gifts, 16% of customers attracted by price offer and 64% of customers said others.

4. Rank the sub brands of jersey milk products according to your preference? Table-4.4 Particulars Milk Curd Ice crme Other Total No. of Respondents Percentage 28 20 16 36 100 28% 20% 16% 36% 100%

Chart-4.4

No.of respondents
m ilk curd icecrem e other

36%

28%

20% 16%

INTERPRETATION From above table 28% of customer give first rank for jersey milk, 20% of customer give first rank for jersey curd, 16% of customer give first rank for jersey ice crme,and 36% of customer give first rank for other jersey product.

5. If your preferred brand is not available repeat purchases then what will do you? Table-4.5 Particulars No. of Respondents Percentage 16% 54% 30% 100% Postpone your purchase 16 Switch over to the brand 54 search another shop Total 30 100

Chart-4.5

No.of respondents
post pone your purchase switch over to the brand search another shop

30%

16%

54%

INTERPRETATION From above table 54% of customer preferred is not available switch over to the brand, 16% of customer are post pone the purchase,and 30% of customer are search another shop.

6. If another brand of the same product appears in the market, will you prefer to stop buying this brand and buy the new brand? Table-4.6 Particulars Yes No Never Cant say Total No. of Respondents Percentage 14 24 30 32 100 14% 24% 30% 32% 100%

Chart-4.6

INTERPRETATION From above table If another brand of the same product appears in the market to 14% of customers prefer new brand,24% of customer not prefer,30% of customers are never prefer, and 32% of customers are cant say. 7. Which media of advertisement influence of purchase? Table-4.7

Particulars TV Newspaper Hoardings Other Total

No. of Respondents Percentage 12 18 24 46 100 12% 18% 24% 46% 100%

Chart-4.7

INTERPRETATION From above table 12% of customers are tv media of advertisement influence of purchase, 18% of customers are news paper of advertisement influence of purchase ,24% of customers are hoardings of advertisement influence of purchase , and 46% of customer are other of advertisement influence of purchase. 8. What is opinion of customer on relationship with the Company? Table-4.8

Particulars Excellent Good Average Bad Total

No. of Respondents Percentage 18 28 44 10 100 18% 28% 44% 10% 100%

Chart- 4. 8

INTERPRETATION From above table 18% of customer said excellent customer on relationship with company , 28% of customers said good customer on relationship with company , 44% of customer said average customer on relationship with company, and 10% of customers said bad customer on relationship with company. 9. Is the customers satisfy with the quality of jersey milk products? Table-4.9

Particulars Satisfied Not satisfied Not at all satisfied Total

No. of Respondents Percentage 16% 32% 42% 10% 100% 32 42 10 100

Very much satisfied 16

Chart-4.9

INTERPRETATION 16% of customers are very much satisfied with quality of jersey milk products,32% of customers satisfied,42% of customers are not satisfied, and10% of customers are not at all satisfied.

10. What factor effecting of the buying decision for the milk products? Particulars Table-4.10 Quality Brand Price Other Total No. of Respondents Percentage 26 24 20 30 100 26% 24% 20% 30% 100%

Chart-4.10

INTERPRETATION 26% of customers are quality is buying decision of jersey milk products,24% of customer are said brand, 20% of customer said price, and 30% customers are said other decision. 11. How do you rate the brand image of your milk products? Table-4.11 Particulars High Low Very low Cant say Total No. of Respondents Percentage 48 32 12 8 100 48% 32% 12% 8% 100%

Chart-4.11

INTERPRETATION 48% of customers are high brand image of jersey milk products,32% of customers are low brand image, 12% of customers are very low brand image, and 8% of customers are cant say. 12. Customer opinions toward products availability in jersey products? Table-4.12 Particulars More Satisfied Satisfied Dissatisfied Total No. of Respondents Percentage 10 44 46 100 10% 44% 46% 100%

Chart-4.12

INTERPRETATION 10% of customers are More Satisfied availability in jersey products, 44% of customers are satisfied availability in jersey products , and 46% of customers are dissatisfied availability in jersey products

13. How often do you consume milk products? Particulars No. of Respondents Percentage Table-4.13 Daily Weekly Monthly Rarely Total 80 12 4 4 100 80% 12% 4% 4% 100%

Chart-4.13

INTERPRETATION From the above table 80% of customers buy jersey milk products daily, 4% said monthly,12% said weekly and 4% said rarely.

14. Are you satisfied with availability of jersey milk products? Particulars Yes No Cant Say Total Table-4.14 No. of Respondents Percentage 42 46 12 100 42% 46% 12% 100%

Chart-4.14

INTERPRETATION From above table we observe 46% of customers satisfied with availability of jersey products 42% of customers not satisfied, and 12% of customers are cant say.

15. Did you complaint for the fraud and any action taken by jersey milk products? Particulars Table-4.15 Yes No Cant Say Total No. of Respondents Percentage 46 40 14 100 46% 40% 14% 100%

Chart-4.15

INTERPRETATION 46% of customers said the fraud and any action taken by jersey milk products, 40% of customers said the fraud and any action taken by jersey milk products, and 14% of customer cant say.

16. Did the additional services provided by the milk product buying centers? Table-4.16

Particulars Yes No Cant Say Total

No. of Respondents Percentage 44 46 10 100 44% 46% 10% 100%

Chart-4.16

INTERPRETATION 46% of customers said additional services provided by the milk product buying centers, 44% of customers said additional services provided by the milk product buying centers, and 10% of customer cant say additional services provided by the milk product buying centers.

17. Are you satisfied with the number of buying centers provided by the jersey milk products? Table-4.17 Particulars More Satisfied Satisfied Dissatisfied Total No. of Respondents Percentage 12 44 44 100 12% 44% 44% 100%

Chart-4.17

INTERPRETATION 44% of customers are satisfied with the number of buying centers provided by the jersey milk products,44% of customers are dissatisfied with the number of buying centers provided by the jersey milk products, and 12% of customers are more satisfied with the number of buying centers provided by the jersey milk products.

18. Which company is the best in your view? Table-4.18 Particulars Jersey vijaya Tirumala Others Total No. of Respondents Percentage 17 14 12 57 100 17% 14% 12% 57% 100%

Chart-4.18

INTERPRETATION 17% of customers are said jersey is the best company, 14% of customers are said Vijaya is best company, 125 of customers are said Tirumala is best company, and 57%$ of customers are said other company is best.

19. How is the availability of jersey milk products? Table-4.19 Particulars Anywhere Onlyparlol Cant say Total No. of Respondents Percentage 32 10 58 100 32% 10% 58% 100%

Chart-4.19

No.of respondents

Anywhere 32% Can'tsay 58%

Onlyparlol 10%

INTERPRETATION 32% of customers are said anywhere availability of jersey milk products,10% of customers are said only parlour availability of jersey milk products, and 58% of customers are said cantsay availability of jersey milk products.

20. Would you continue to buy jersey milk product if its price is increased? Table-4.20 Particulars Yes No Cant Say Total No. of Respondents Percentage 38 32 15 100 38% 32% 15% 100%

Chart-4.20

INTERPRETATION 45% of customers continue to buy increase the rate of jersey milk ,37%% of customers not continue to buy increase the rate of jersey milk, 18% cant say. FINDINGS

.Average of the consumers are regular purchasers of jersey Milk products

.It is known that quality of jersey milk products is good

 less no of consumers are expecting new product from jersey

Majority of the consumers felt that the price of jersey milk products is Reasonable

It was known that most of the customers preferred quality to be the Prime attribute for their product choice

Majority of the consumers are aware of Vijaya and masquati brands.

More consumers are purchasing jersey milk for the purpose of making tea and curd

consumption..

SUGGESTIONS

Most of the customers seeking that milk should reach their agents before 6.00 AM.

Care should be taken to avoid leakage in packing of milk.

To improve on distribution net work of milk.

It is better to improve door delivery facility.

To improve the product awareness, company should focus more on advertising.

To concentrate more on quality in order to compete with other brands

A lot of competition is running at present, so with the existing products new products

should be introduced in to the market. Provide advanced information about the failure

Advanced information regarding any new quality is needed

CONCLUSION In this study, we have focused on the customers perception on Jersey milk products in hyderabad city. Most of the customers are very loyal to the Jersey milk products, especially to the product Milk. And also they are not giving much advertisement as compare to the other brands. jersey milk is doing well because of their brand name. Dealers have taken part to sell the product not to promote the products. According to the survey conducted in the cities i.e. in hyderabad, the survey reflects that jersey milk is in first place in hyderabad.

Because the good quality of the products, hygiene they are maintaining and they are sourcing the raw milk from the surrounding villages so it will be fresh. Housewives prefer Jersey milk milk products mainly like Milk, curds, ice creams, paneers, and ghee. jersey milk is concentrating more on women and childrens. Jersey milk has to give more advertisement in order to maintain the market in the city, because there is tough competition with the local dairies like Masquati, Tirumala, Vijaya and also other brands like bilal heritage etc... Even though in that tough competition jersey milk is doing well in the city, with the help of its variety products, good quality, hygiene, and also less price compare to the other brands. Totally according to the survey we can come to the conclusion that in hyderabad city average of the customers will prefer Jersey milk products. These products have got Good market in the city with the help of its affordable price, good quality, low fat, taste and hygiene they maintain.

BIBLIOGRAPHY

Bibliography Text Books

VS.Ramaswamy & S.Namakumari, Marketing management with page

number 664.

Kotler & Armstrong, 2006, Principles of marketing (15th edition) prentice hall of

india.

David j. Luck & Ronald, 2002, marketing research (9th edition) prentice hall of india.

Websites

www.allprojectsmba.com

www.creamlinedairy.com

www.scribd.com

www.google.com

www.researchmarkets.com

www.justdial.com

www.citehr.com

www.slideshare.com

Appendix

Questionnarie

A Study On Customer Perception Of Jersey Milk Products With Reference To Jersey Creamline Dairy, Hyderabad.

Iam,S.Srinivasa Reddy MBA student from JBREC School of Management doing project Consumer Perception on the Jersey Milk Products your response highly valuable. I would be great if could u help by filing of honesty and legilimately.I assured that any provided will be surely use academic purpose and will kept confidential

1.Which is your favorite brand in milk? a) Jersey b) vijaya c) mother dairy d) other

2. How is the quality of jersey milk products in comparison with other products? a) Excellent b) Good c) Poor d) Very poor

3.Which promotional offers attrct you most of p4roducts? a) price offer b) Free gifts c) d) Other

4. Rank the sub brands of jersey milk products according to your preference? a) Milk ( ) b) Ice crme ( ) c) Curd ( ) d) Other ( ) Note: 1 for most preferred 5. If your preferred brand is not available repeat purchases then what will do you? a) Postpone your purchase b) Switch over to the brand c)search another shop

6. If another brand of the same product appears in the market, will you prefer to stop buying this

brand and buy the new brand? a) Yes b)No c)Never d)Cant say

7. Which media of advertisement influence of purchase? a)TV b)Newspaper c)Hoardings d)Other

8. What is opinion of customer on relationship with the Company? a) Excellent b) Good c) average d) bad

9. Is the customers satisfy with the quality of jersey milk products? a) Very much satisfied b) Satisfied c) Not satisfied d) Not at all satisfied

10. What factor effecting of the buying decision for the milk products? a) Quality
b) Brand c) Price d) Other

11. How do you rate the brand image of your milk products?

a)High

b) Low

c)Very low

d)Cant say

12. Customer opinions toward products availability in jersey products?

a)More Satisfied b) Satisfied c) Dissatisfied

13. How often do you consume milk products? a) Daily b) Weekly c) Monthly d) Rarely

14. Are you satisfied with availability of jersey milk products? a) Yes b) No

15. Did you complaint for the fraud and any action taken by jersey milk products? a) Yes b) No

16. Did the additional services provided by the milk product buying centers?

a) Yes

b) No

17. Are you satisfied with the number of buying centers provided by the jersey milk products? a) More Satisfied b) Satisfied c) Dissatisfied

18. Which company is the best in your view? a) Jersey b) Vijaya c) Tirumala d) Other

19. How is the availability of jersey milk products?

a) Anywhere

b) Only parlour

c) Cant say

20. Would you continue to buy jersey milk product if its price is increased? a) Yes b) No