Documente Academic
Documente Profesional
Documente Cultură
TOWARDS
Submitted By
DARSHAN.K
Under The Guidance Of
Prof. JOSHUA
MANIPAL INSUTE OF MANAGEMENT
MANIPAL
RESEARCH DESIGN
condition before the KMF. Though Nandini is the market leader there
are plenty of private players who are competing in the present market.
consumers think towards the nandini milk products and the retailers
data collected from the study will definitely help the company to
There were two main objectives for this study. One is primary
products
The study relates all agents/retailers and users of KMF milk products
in Bangalore north.
NATURE OF THE PROJECT
kinds
DATA COLLECTION
The present study was designed by the help of both primary and
PRIMARY DATA
company
SECONDARY DATA
information about the milk industry from journals. Also in the review
of literature the different web-sites helped a lot to get some idea for
to make the base a strong one. Secondary data was also collected
from various sources for e.g. text books, periodicals, newspapers, and
UNIVERSE
SAMPLING PLAN
As the universe under study was large and time was limited it was
quite impossible to contact each and every consumer of milk and also
Sampling Unit :-
The target respondents were individuals who consumes milk and milk
Sample Size:
Agents/Retailers: 56
Consumers: 100
TYPE OF SAMPLING
Pre-Test of Questionnaire
retailers to asses its validity and then the necessary changes were
made.
Method of Contact
FIELD WORK
were targeted based on area or location and enough time was spend
STATISTICAL TECHNIQUE
Bar Chart
Pie chart
STATISTICAL TOOL
Statistical software like SPSS
The sample was restricted to only 100 due to the limited time.
Chapter – 1 : Introduction
layout of chapters.
conducted.
Bibliography
Annexures
FOR CONSUMERS
Statistics
Age
N Valid 100
Missin
0
g
Age
Cumulative
Frequency Percent Valid Percent Percent
Valid 15-20 10 10.0 10.0 10.0
20-30 25 25.0 25.0 35.0
31-40 45 45.0 45.0 80.0
>40 20 20.0 20.0 100.0
Total 100 100.0 100.0
Age
15-20
>40
20-30
31-40
Statistics
Occupation
N Valid 100
Missin
0
g
Occupation
Cumulative
Frequency Percent Valid Percent Percent
Valid House
58 58.0 58.0 58.0
Wife
Businessm
10 10.0 10.0 68.0
an
Employed 12 12.0 12.0 80.0
Unemploye
16 16.0 16.0 96.0
d
Others 4 4.0 4.0 100.0
Total 100 100.0 100.0
Occupation
70
60
50
40
30
20
Frequency
10
0
House Wife Businessman Employed Unemployed Others
Occupation
Statistics
Promotion
N Valid 100
Missin
0
g
Promotion
Cumulative
Frequency Percent Valid Percent Percent
Valid Advertisement
28 28.0 28.0 28.0
s
Recommended
By family And 36 36.0 36.0 64.0
Friends
Company's
Promotional 15 15.0 15.0 79.0
Schemes
Others 21 21.0 21.0 100.0
Total 100 100.0 100.0
Promotion
40
30
20
10
Frequency
0
Advertisements Company's Promotiona
Recommended By famil Others
Promotion
Statistics
Factors Influencig
N Valid 100
Missin
0
g
Factors Influencig
Cumulative
Frequency Percent Valid Percent Percent
Valid Taste 52 52.0 52.0 52.0
Hygiene
14 14.0 14.0 66.0
Packaging
Price 8 8.0 8.0 74.0
Quality 14 14.0 14.0 88.0
Others 12 12.0 12.0 100.0
Total 100 100.0 100.0
Factors Influencig
60
50
40
30
20
Frequency
10
0
Taste Hygiene Packaging Price Quality Others
Factors Influencig
Statistics
Acessibility
N Valid 100
Missin
0
g
Acessibility
Cumulative
Frequency Percent Valid Percent Percent
Valid Easily
52 52.0 52.0 52.0
Available
Moderately
34 34.0 34.0 86.0
Available
Not Enough
OutletsAvailab 14 14.0 14.0 100.0
le
Total 100 100.0 100.0
Acessibility
60
50
40
30
20
Frequency
10
0
Easily Available Not Enough OutletsAv
Moderately Available
Acessibility
Statistics
Cumulative
Frequency Percent Valid Percent Percent
Valid Ecellent 50 50.0 50.0 50.0
Very
27 27.0 27.0 77.0
Good
Satisfacto
13 13.0 13.0 90.0
ry
Poor 10 10.0 10.0 100.0
Total 100 100.0 100.0
50
40
30
20
Frequency
10
0
Ecellent Very Good Satisfactory Poor
Cumulative
Frequency Percent Valid Percent Percent
Valid Expensive 8 8.0 8.0 8.0
Moderate 52 52.0 52.0 60.0
Reasonab
23 23.0 23.0 83.0
le
Cheap 17 17.0 17.0 100.0
Total 100 100.0 100.0
50
40
30
20
Frequency
10
0
Expensive Moderate Reasonable Cheap
Cumulative
Frequency Percent Valid Percent Percent
Valid Exellent 8 8.0 8.0 8.0
Good 62 62.0 62.0 70.0
Averag
20 20.0 20.0 90.0
e
Bad 10 10.0 10.0 100.0
Total 100 100.0 100.0
60
50
40
30
20
Frequency
10
0
Exellent Good Average Bad
Cumulative
Frequency Percent Valid Percent Percent
Valid Heritage 12 12.0 12.0 12.0
Amul 42 42.0 42.0 54.0
Dodla 32 32.0 32.0 86.0
Nilgiris 14 14.0 14.0 100.0
Total 100 100.0 100.0
40
30
20
Frequency
10
0
Heritage Amul Dodla Nilgiris
Cumulative
Frequency Percent Valid Percent Percent
Valid Exellent 40 40.0 40.0 40.0
Good 44 44.0 44.0 84.0
Moderat
14 14.0 14.0 98.0
e
Bad 2 2.0 2.0 100.0
Total 100 100.0 100.0
40
30
20
Frequency
10
0
Exellent Good Moderate Bad
Cumulative
Frequency Percent Valid Percent Percent
Valid Attractive 85 85.0 85.0 85.0
Not
15 15.0 15.0 100.0
Attractive
Total 100 100.0 100.0
80
60
40
Frequency
20
0
Attractive Not Attractive
Cumulative
Frequency Percent Valid Percent Percent
Valid Very
26 26.0 26.0 26.0
Satisfied
Satisfied 34 34.0 34.0 60.0
Fairly
38 38.0 38.0 98.0
Satisfied
Not
2 2.0 2.0 100.0
Satisfied
Total 100 100.0 100.0
Satisfaction Level
50
40
30
20
Frequency
10
0
Very Satisfied Satisfied Fairly Satisfied Not Satisfied
Satisfaction Level
QUESTIONNAIRE (CONSUMERS)
1. Name: …………………………………………
2. Address: ……………………………………………………
……………………………………………………………………
3. Age: 1) 15-20
2) 21-30
3) 31-40
4) >40
4. Occupation: ……………………………………………
5. How did you come to know about Nandini milk products.
1) Advertisement
4) Others
Milk products.
1)Excellent
2) Very Good
3) Satisfactory
4) Poor
Milk products
1) Expensive
2) Moderate
3) Reasonable
4) Cheap
8. What do you feel about the packaging of the nandini
Milk products.
1)Excellent
2) Good
3) Average
4) Bad
1) Heritage
2) Amul
3) Dodla
4) Nilgiris
10. What do you feel about the taste of the nandini milk
Products
1) Excellent
2) Good
3) Moderate
4) Bad
11. How do you find Nandini milk products
1) Attractive
2) Not Attractive
1) Very Satisfied
2) Satisfied
3) Fairly Satisfied
4) Not Satisfied
1) Yes
2) No
1) Yes
2) No
15. Any other suggestions towards the nandini milk
Products.
…………………………………………………………………
……………………………………………………………………
……
DATE: SIGNATURE
PLACE:
ANALYSIS AND DATA INTERPRETATION
FOR RETAILERS
Statistics
Period
N Valid 56
Missin
0
g
Period
Cumulative
Frequency Percent Valid Percent Percent
Valid less than 1
4 7.1 7.1 7.1
year
1-2 years 11 19.6 19.6 26.8
2-3 years 15 26.8 26.8 53.6
more than 3
26 46.4 46.4 100.0
years
Total 56 100.0 100.0
Period
1-2 years
2-3 years
Statistics
Margin Of Commission
N Valid 56
Missin
0
g
Margin Of Commission
Cumulative
Frequency Percent Valid Percent Percent
Valid very
15 26.8 26.8 26.8
satisfied
satisfied 17 30.4 30.4 57.1
fairly
18 32.1 32.1 89.3
satisfied
not
6 10.7 10.7 100.0
satisfied
Total 56 100.0 100.0
Margin Of Commission
20
10
Frequency
0
very satisfied satisfied fairly satisfied not satisfied
Margin Of Commission
Variation in Demand
Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 6 10.7 10.7 10.7
No 50 89.3 89.3 100.0
Total 56 100.0 100.0
Variation in Demand
60
50
40
30
20
Frequency
10
0
Yes No
Variation in Demand
Effiient Supply
Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 48 85.7 85.7 85.7
No 8 14.3 14.3 100.0
Total 56 100.0 100.0
Effiient Supply
60
50
40
30
20
Frequency
10
0
Yes No
Effiient Supply
Opinion on Nandini Milk Products
Cumulative
Frequency Percent Valid Percent Percent
Valid Very
32 57.1 57.1 57.1
Good
Average 22 39.3 39.3 96.4
Bad 2 3.6 3.6 100.0
Total 56 100.0 100.0
30
20
10
Frequency
0
Very Good Average Bad
Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 45 80.4 80.4 80.4
No 11 19.6 19.6 100.0
Total 56 100.0 100.0
Suppliers on Schedule
50
40
30
20
Frequency
10
0
Yes No
Suppliers on Schedule
Mode of Payment
Cumulative
Frequency Percent Valid Percent Percent
Valid Cash 56 100.0 100.0 100.0
Mode of Payment
60
50
40
30
20
Frequency
10
0
Cash
Mode of Payment
If Bulk Order will you get Immediae Supply
Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 11 19.6 19.6 19.6
No 45 80.4 80.4 100.0
Total 56 100.0 100.0
40
30
20
Frequency
10
0
Yes No
Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 42 75.0 75.0 75.0
No 14 25.0 25.0 100.0
Total 56 100.0 100.0
Damge Goods
50
40
30
20
Frequency
10
0
Yes No
Damge Goods
Promotional Strategies
Cumulative
Frequency Percent Valid Percent Percent
Valid Very
25 44.6 44.6 44.6
Good
Bad 24 42.9 42.9 87.5
7 7 12.5 12.5 100.0
Total 56 100.0 100.0
Promotional Strategies
30
20
10
Frequency
0
Very Good Bad 7
Promotional Strategies
Executive Visit
Cumulative
Frequency Percent Valid Percent Percent
Valid Very
2 3.6 3.6 3.6
often
Often 15 26.8 26.8 30.4
Never 39 69.6 69.6 100.0
Total 56 100.0 100.0
Executive Visit
50
40
30
20
Frequency
10
0
Very often Often Never
Executive Visit
POP and Displays
Cumulative
Frequency Percent Valid Percent Percent
Valid Excellen
2 3.6 3.6 3.6
t
Good 13 23.2 23.2 26.8
Average 25 44.6 44.6 71.4
Bad 16 28.6 28.6 100.0
Total 56 100.0 100.0
20
10
Frequency
0
Excellent Good Average Bad
1. Name: …………………………………………
2. Address: ……………………………………………………
……………………………………………………………………
3. Since how long are you dealing with Nandini milk products.
2) 1-2 years
3)2-3 years
Milk products.
1) Very Satisfied
2) Satisfied
3) Fairly satisfied
4) Not satisfied
Products.
1) Yes
2) No
1) Yes
2) No
1) Very good
2) Average
3) Bad
8. Are suppliers as per schedule.
1) Yes
2) No
1) Cash
2) Credit
10. If you get bulk orders will you get immediate supply.
1) Yes
2) No
1) Yes
2) No
1) Yes
2) No
13. If yes what kind of complaints
…………………………………………………………………
……………………………………………………………………
……
1) Very often
2) Often
3) Never
1) Very Good
2) Average
3) Bad
1) Excellent
2) Good
3) Average
4) Bad
17. What are your suggestion for the success of nandini milk
products
……………………………………………………………………
……………………………………………………………………
……
DATE;
PLACE; SIGNATURE
SUMMARY OF FINDINGS
∗ It was found from the survey that majority of the respondents of them are
The survey shows that the access to Nandini Milk is quite convenient
Milk products.
∗ More than half of the respondents of them consider the price of the
came to know about the product by the family and the friends
∗ Consumers consider Amul as the next better product
∗ Most of the retailers are holding the dealership for more than 3 years but
∗ Even though the supply is on time when there is a bulk order there is no
∗ Most of the retailers have good opinion on the nandini milk products but
holds good even today and will be more so in the highly competitive days ahead. .
The emphasis on quality relates not only to product quality but also to the quality
of service.
∗ Retailers dealing with Nandini Milk Products has to be given more
∗ Due to the increasing competition the company has to adopt new and
the position of the market and to know about the changes what customers
∗ The density of milk should improve in order to get better quality of the
product.
∗ During the survey it has been observed that the purchasing decision are
make optimum use of its present distribution system to make the product
available through agents and retailer outlets throughout the day, if possible.
the company provide bonus, retirement benefits and reward respectively for
∗ It has been observed that sometimes retailers suggest the consumer for
otherwise company could give some reward if they achieve more targets.
CONCLUSION
From the above findings we can conclude that Nandini is doing better in
marketing of the milk and milk products by keeping into consideration the
aspects like price, quality, availability but it is some what lacking in its
promotional activities as per the survey conducted to the retailers with regard to
necessary to take the steps with regard to promotional activities to both the
retailers and consumers to build its brand name and acquire a greater market
share.