“A STUDY ON CONSUMER SATISFACTION OF SUDHA

MILK IN PATNA”
PROJECT REPORT
Submitted to the
PATNA DIARY PROJECT
BIHAR STATE MILK CO- OPERATIVE FEDERATION
LTD.
In partial fulfillment of the requirement for the degree of

MASTER’S IN BUSINESS ADMINISTRATION

IN
MARKETING SALES
Submitted by
VIVEK KUMAR

1
 CERTIFICATE OF THE GUIDE

This is to certify that this project report “A Study on Consumer

Satisfaction of Sudha Milk in Patna” is the bona-fide work of
Mr. Vivek Kumar (Roll No. 92018403918), MBA- 2nd Year,
Of Army Institute Of Management & Technology, Greater
Noida in partial fulfillment for the award of the degree of
Master’s In Business Administration who carried out the
project under my supervision.

Mrs. Vandana kumari

Deputy Manager
(Patna Diary Project)

2
 DECLARATION

I, Vivek Kumar (Roll No. 92018403918) hereby declare that

the Project report entitled “A Study on Consumer Satisfaction
of Sudha Milk in Patna” is work done by me during my
training at Patna Diary Project from 1st June, 2019 to 31st
July,2019. And this report is submitted to Patna Diary Project
in partial fulfillment for the award of degree of Master’s In
Business Administration. This report is not submitted to any
other university/ institution, for the award of any degree if any
have then it is just a coincidence.

VIVEK KUMAR
(ROLL NO. 92018403918)
MBA (2018-20)
ARMY INSTITUTE OF
MANAGEMENT&TECHNOLOGY
GREATER NOIDA.

3
 ACKNOWLEDGEMENT
It is not possible to prepare a project report without the assistance &
encouragement of other people. This one is certainly no exception.

On the very outset of this report, I would like to extend my sincere & heartfelt
obligation towards all the personages. Without their active guidance, help,
Cooperation & encouragement, I would not have made headway in the project.

I would like to owe debt of gratitude to Mr. Sudhir Kumar Singh (Managing
Director of Patna Diary Project) for giving me the opportunity to gain exposure in
the organization.

I would like to express my sincere thanks to Mr.Mahesh Sharma (Head of

Marketing Manager of Patna Diary Project)and my Industry Mentor Mrs.Vandana
Kumari (Deputy Marketing Manager of Patna Diary Project) who imparted help
support & experience even at the cost of busy schedule without this help it, would
not have been possible to complete this project.

I would also thank all distributors & all route agents for their continuous support.
Lastly I would give special thanks to my parents & my teachers for their proper
guidance.

VIVEK KUMAR

4
 EXECUTIVE SUMMARY

The training at Patna Dairy Project, COMFED helped me to gain the practical
Experience and the study conducted by me centers around the importance and
position of different dairy industries. A thriving dairy sector is of vital importance
to every person specially farmers. It provides milk, Ghee, Cheese other products to
every person. It provides a source of income to rural and urban enterprises and
productive individuals and also a way for the farmers to make their living standard
high. During my summer training in Patna Dairy Project, COMFED, the basic
focus of my training was on A Study on Consumer Satisfaction of Sudha Milk
in Patna Under this project I had to find out the different players carrying on
business of liquid milk in Patna and also their market share in the same region.
After that we had to make comparative analysis so that we can recommend
suggestion to the Patna Dairy Project, COMFED to increase its share in the
market in Bihar. The training was quite a comprehensive one in itself.

5
 TABLE OF CONTENT

Chapter No. Contents Page No.

1 INTRODUCTION 7-13

1.1 Statement of the study 10

1.2 Objective of the study 11
1.3 Scope of the study 12
1.4 Limitation of the study 13

2 ORGANISATIONAL PROFILE 14-21

2.1 About Patna Project Diary (PDP) 14-16

2.2 About COMFED 17
2.3 Organizational Structure 18
2.4 Product Details 19-21

3 RESEARCH METHODOLOGY 22-23

3.1 Methodology 22
3.2 SWOT Analysis 23
4 ANALYSIS AND INTERPRETATION 24-44

5 FINDINGS AND SUGGESTIONS 45-46

5.1 Findings 45
5.2 Suggestions 46
6 CONCLUSION 47

7 BIBLOGRAPHY 48

6
 CHAPTER I
INTRODUCTION

Milk is a unique marketing product due to its very perishable nature, unique sales
timing, need of a very distribution networking and its sensitive usability. It is a
complete food and due to its nutritional value is consumed by people of all ages
especially children. Milk is highly attached with Indian’s emotional and religious
value and cow is given equivalent status to mother just because it provides milk to
human beings. Milk is provided to children in place of mother’s milk. So, it’s clear
that people’s perception about the quality of a specific brand of milk becomes a
very influential factor in the sales ability of the brand. This uniqueness of an
unquantifiable influence of people’s perception of brand and quality on the sales
makes marketing a real challenging marketing job.

Milk is hand to mouth product and a significant proportion of it is consumed

directly in is consumed directly in the households. Other consumption forms like
tea, coffee, curd etc. are also almost direct consumption forms. So, people remain
very sensitive about the purity of the milk they are consuming. Consumers, in
general, quantify the quality of a product by looking, touching,
testing and smelling it. Milk being a liquid and whitish in color has higher chance
of getting adulterated. There are high chances of milk available in the market. All
these factors combined make milk a product for which quality and purity of the
milk consumed is mostly dependent on the trust on the supplier.

Other than people’s perception of quality of a brand, availability is the second most
important factor in marketing of a particular milk brand. As milk is more a
commodity than a product, there are not many differentiating factors between
different brands and switching cost is really low for consumers and therefore,
brand loyalty is really very less. So, the logistic setup supporting the milk
marketing operations has to be in place and any delay in the system would lead the
consumers to shift to an alternate brand which guarantees regular supply.

Milk market at every place has its own dynamic and traits, which are closely
related to demographic profile, culture outlook and habits of the people staying
there. So, the success of a particular milk brand in specific region will depend upon
the fact that how specifically it understands the demands of specific markets and
cater to it.
Milk being a commodity of dairy necessary has its own peculiarities and dynamic.
It’s a commodity which is needed to be supplied daily at correct time and place.
7
Sudha has been the major supplier of milk in Bihar for the last 30 year and created
consumer awareness about pouch milk in different milk markets Bihar. Even
today, Sudha is the sole flag bearer of quality pouch milk in Bihar with rest of open
space filled busy local players.

Civilizations began to use milk as a source of nourishment around 8000 BCE.

Although animals used for milk include cattle, goats, sheep, horses, buffalo, yaks,
donkeys and camels, cow’s milk is one of the mildest tasting mammalian milks
and the most popular.

No culture has ever habitually consumed milk from an animal that didn’t live on
grass/leaves, a flesh-eating animals secrete milk with an odd flavor that most
people don’t fancy. Most flesh eating animals also give birth to a litter (think dogs
and pigs), which means the mammary system is spread along the length of the
torso. Translation: Milking is difficult with big, clumsy human hands. Cheese is
said to have been discovered by an Arab nomad travelling across the desert during
the Neolithic period with milk in a container made from an animal’s stomach. The
enzymes in the stomach curdled the milk.

Fast forward to the 1800s & 1900s when our relationship with dairy cows changed.
Populations increased and the importance of calcium and phosphorus for skeletal
health became evident. Milk was promoted by public education campaigns and
doctors as a rich source of these minerals. Doctors considered milk as an
“indispensable” component of a child’s diet based on this association. The industry
responded to the demand and milk came from cows crowded into dirty milking
sheds. Lots of cows, lots of dirt, and little space meant sick cows.

There was concern of a milk-borne epidemic as this new form of unhygienic milk
production took precedence. Dairy farmers tried sterile bottling and disease testing
on cows, but problems persisted; thus, pasteurization and refrigeration became
common after 1900.

"Operation Flood started the White Revolution in India and made our country self-
sufficient I milk and this was achieved entirely through the cooperative structure.
Today around 12 million farmers in more than 22 states across the country own
around 250 dairy plants handling around 2 million liters of milk a day. This is a
remarkable achievement. While we in India tend to take our achievement for
granted, this feat elicited high praise and admiration throughout the world.

8
"In 1955 our butter imports were 500 tons per year; today our cooperatives alone
produce more than 12,000 tons of butter. Similarly, we imported 3000 tons of baby
food in 1955; today ou cooperatives alone produce 38,000 tons of baby food. By
1975 all imports of milk and milk products stopped. The import permitted was that
of food aid under Operation Flood.

"A separate agency called as the Indian Dairy Corporation (IDC) was created to
receive grants of food aid and use it in the Operation Flood, this agency was also
headed by the marvelous Dr. Verghese Kurien." "Milk powder production
increased from 22,000 tons in the pre-Operational Flood year to 1, 40,000 tons by
1989.

"In 1998 the World Bank published a report on the impact of dairy development in
India and looked at its own contribution to this. The audit revealed that of the Rs
200 crore the world bank invested in Operation Flood, the net return on India's
rural economy was a massive Rs. 24,000 crore each year over a period of 10 years
to which no other dairy programed has ever matched.

9
1.1 STATEMENT OF THE STUDY

Current economic condition is a dynamic nature due to globalization and

liberalization. Because of this those who want to enter in the market they can. And
there is huge competition between each and every organization. Mostly corporate
market follows consumer satisfaction as the only source of profitability.

All the marketing function go on the theme of” Consumer is King”. On the basis
of this theme all corporate market follows the consumers need and wants to survive
in the market And provide better quality of product at reasonable price.

Patna Diary Project has reached numerous consumers with the brand name of
“Sudha”. Sudha is the producer of milk and various milk products and prepare a
budget estimating the various expenses and income for each financial year, on the
basis of consumer satisfaction. The budget is prepared by the accounts department
of in consultation with the various other departments.

However, the estimated figure does not match with the actual figures always. Milk
procurement is based on consumers. It is almost impossible to predict the exact
figures and so deviations are bound to occur. Thus, it become necessary to identify
the consumers satisfaction and analysis them. Thus, this study focuses on the
calculation of the consumers’ satisfaction and ascertaining the reasons for the
same.

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1.2 OBJECTIVES OF THE STUDY

 To identify the consumer satisfaction of Sudha Diary in Patna.

 To identify the market share of Sudha Diary in Patna.

 To identify the consumer opinion towards the flavor, Packaging, Price,

Quality and taste.

 To identify the behavior of Retailers with the customers.

 To identify the purpose behind the purchase of Sudha milk and its product.

 To identify the satisfaction of Retailers towards his Dairy.

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1.3 SCOPE OF THE STUDY

The scope is limited to extent of the place, time, organization and their information
collected during the project. It is done as a part of academic study. The scope of
the study limited information supplied by the Department Head and information
collected by standing order and settlement to the academic knowledge gained by
the student during of the course.

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1.4 LIMITATIONS OF THE STUDY

The study is not proposed to be an expert study as it was done by a student for the
purpose of a partial fulfillment of the course in the in plant training, which is an
integral part, in completion and reward of MBA. The study was conducted in short
period of eight week, and so the finding cannot be generalize for all times. Some of
the information’s being confidential was not included in the study. The scope of
the study by and large is very vast. It is difficult to satisfy all the areas; therefore an
attempt is made to cover as much as possible.

13
 CHAPTER: - 2
ORGANISATIONAL PROFILE

2.1 ABOUT PATNA DIARY PROJECT (PDP)

“Patna Dairy Project (PDP)” was started in 1st oct.1981 through the National Dairy Development
Board (NDDB). NDDB handed over the arrangements of Patna Diary Project (PDP) To Vaishal
patliputra Dugdh Utadak Sahkari Sangh Ltd. With effect from 1st July, 1988. The company is ISO-
22000-2005 and HACCP (IS-15000) certified by Indian Register Quality System (IRQS) 2013.

A corporation knows as Bihar State Diary Corporation was formed in the year 1972 for speedy and
effective implementation of the operation Flood programmed in the state. The Diary Corporation was to
develop the Diary Cooperatives both at the village level and milk shed level cooperative would take over
the entire infrastructure created in due course.

The corporation positioned a multi- disciplinary procurement & inputs wing in 1975 after their
recruitment and training. A spread head team was deputed from NDDB from the same year for helping
the corporation in organizing and developing the cooperatives. Though the progress in the initial years
was encouraging, the programme, for obvious reason could not achieve the goals for which it was
established.

Subsequently, the State Government felt it worthwhile to request the (NDDB) for taking over the
infrastructure created on management basis. The (NDDB) took over the management of the infrastructure
with the effect from 1st Oct. 1981 under the banner of Patna Dairy Project (PDP). Dr. Verghese Kurien
was the chairman of this organization from 1981 to 1988.

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 PRESENT STATUS
Milk Procurement:
There are present 2743 no.s of functional Dairy Cooperatives in the area of PDP covering district
of Patna , Sarang , Vaishali, Nalanda,& Shekpura with a total membership of 166515. The daily
average procurement has reached up to 300000 liters during the year 2017-2018, It is hoped rhat
the project shall collect above 4.50lakh liters of milk per day in consuming year. There are 790
no.s of women Cooperative societies exclusively managed and run by rural women folk. While
the union has a fairly good member of functional societies, emphasis is being given to
consolidate the functioning of the primary societies by increasing the member participation. The
cooperative Development (CD) Programme was also initiated from March, 1991 with the
assistance of NDDB.

Infrastructure:
Patna Diary Project which is the part of The Bihar State Milk Co- operative Federation Ltd has a
huge factory in PHULWARI SHARIF, PATNA with well- equipped machinery inside it. It has
all the machinery which helps in the production of milk as well as milk products. It also contains
inventory stores inside the plant to store certain products like Butter, Ice-cream, Milk, Paneer,
Peda and so on.

Rural development & Women Empowerment

The Milk Union undertakes supportive activities of Milk Producers for income and social
security. Such as they are paying remunerative price of Milk. The rural milk producers are paid
around Rs 1 crore daily which comes around Rs 30 crore in a month. This amount adds in
poverty in Bihar. It caters their day to day expenses of family. There are around 1.5 Lakh
families are benefited under this program in five district of Bihar.

There are different supportive program for Milk Producers.

 Under Farmers Induction Program the Under Farmers Induction Program they are being
sent to different States such as Gujrat, Punjab, and Rajasthan for learning aspects of cattle
rearing and Milk Production.
 Cattle Insurance Program.
 Clean Milk Production Program.
 Training program for Farmers, Management Committee and Artificial Acumination for
Animals.

15
  Cattle Purchase on Subsidy.
 Assistance in Installation of Biogas Plant. And etc.

Milk Union plough back about 80% of its revenue receipt as milk value and incentive to the rural
milk producers. In addition to that 565 Women Diary Co-operatives are functioning exclusively
by women. Our milk union chairperson is Women which the first time in Bihar.

Major Achievements &Awards

 The union received the “Best Public Utility Service and System Award” for the year
1982.
 “Best productivity Performance Award” for 2000-01, 2001-02, 2005-06 and 2006-07
by National Productivity council, New Delhi.
 Silver Medal for Standard Vanilla and Chocolate Ice-cream in 2009 through
participation in Great Indian Ice-cream Competition.
 The Chamber of Commerce Association of Patna honored Patna Diary Project by
“Vanijyakar Ratna/ Bhamashah Samman” In January 2010.
 Silver Medal for Standard vanilla and chocolate Ice-cream in 2010 through participation
in Great Indian Ice-cream Competition.
 “Indra Gandhi Excellence Award” in 2013 by International Business Council.
 Bronze Medal in great Indian Ice-cream Competition in 2013.
 Best Marketing Strategy Award” by COMFED, Patna 2012.
 The Indian Solidarity Council, New Delhi Awarded Patna Diary Project “Rajiv Gandhi
Samman Puruskar” in August 2015.
 Smt. Sharda Devi (Member Board of Director) was honored as the “Diary Women of
the year Award” February 2016 by Indian Dairy association, New Delhi.
 “Glory of India Award” by Global Achievers Foundation New Delhi on 10th June 2016

16
2.2 ABOUT COMFED

The Bihar State Milk Co-Operative Federation Ltd. (COMFED) was established in 1983 as
the implementing agency of Operational Flood (OF) programme of dairy development on
“Anand” pattern in Bihar. All the operations of erstwhile Bihar State Dairy Corporation were
handed over to COMFED.

Till the end of OF programme in March 1997, there were five district level Milk Producers'
Cooperative Unions covering eighteen districts of Bihar. The dairy development work continued
and at present there are eight district level milk unions covering thirty three districts of Bihar.
COMFED develops the districts first in terms of dairy development coupled with capacity
development of milk producers to shoulder broader responsibilities and then hands over the
entire operations to the representatives democratically elected by the milk producers.

COMFED is serving the consumers of Jharkhand also and there are three dairies at
Jamshedpur, Ranchi and Bokaro. These dairies are serving a good number of towns and cities
of Jharkhand in Ranchi, East & West Singhbhoom, Hazaribagh, Gumla, Khunti, Palamu,
Lohardaga, Bokaro, Dhanbad, Giridih etc. Sudha Milk and some products are now available
in Delhi/NCR region and Uttarakhand also apart from a number of towns and cities of U.P.
and West Bengal.

The Farmer's Training Centre at Patna, Barauni and Begusarai provides training to the milk
producers and society functionaries in various aspects of dairying, clean milk production, society
operation, artificial insemination etc.

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2.3 ORGANIZATIONAL STRUCTURE
COMFED

CHAIRMAN (IAS)

MANAGING DIRECTOR (IAS)

GENERAL MANAGER

MANAGER

DEPUTY MANAGER

ASSISTANT MANAGER

DEPUTY ASSISTANT MANAGER

 TECHNICAL OFFICER
 MILK PROCUREMENT OFFICER
 FODDER DEVELOPMENT OFFICER

PROCESSING MARKETING EMPLOYEE

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2.4 PRODUCT DETAILS

MILK: (All milk has pack size is 1Lt. and ½ Lt.)

1. SUDHA GOLD (Full Cream Milk) :- Fat (%) = 6

2. SUDHA SHAKTI (Standard Milk) :- Fat (%) = 4.5

3. SUDHA HEALTHY (Tonned Milk) :- Fat (%) = 3

4. SUDHA SMART (Doubled Tonned Milk) :- Fat (%) = 1.5

5. SUDHA COW MILK :- Fat (%) = 3.5

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MILK PRODUCTS

1. GHEE

2. BALUSHAHI

3. BUTTER

4. PANEER

5. LASSI

6. MANGON LASSI

7. PLAIN DAHI

8. MISTI DAHI

9. MATHA

10. FLAVOURED MILK

11. PEDA

12. SUGAR FREE PEDA

13. KHOA MITHAI

14. RASOGULLA

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15. GULAB JAMUN

16. SURBHI

17. MILK CAKE

18. KALAKAND

19. RASKADAM

20. MOZZARELLA CHEESE

21. MAKHANA KHEER

22. RASMALAI

23. CHAM CHAM

24. CHHENA CAKE

25. ICE-CREAM

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 CHAPTER:-3
RESEARCH METHODOLOGY

3.1 METHODOLOGY
1. Research design: This study designed as a descriptive one.

2. Sources of data: Study is based on both primary data and secondary data.

 Primary data: The primary data required for the study were collected from respondents
through questionnaire.

 Secondary data: The secondary data mainly consist of data gather from company record
and Websites, secondary data were also complied from journals, magazines and books.

3. Population: The general public during the survey the response from 100 customers were
taken.
Also include response from reputed dealer of milk and its product in Patna.

4. Method of selection: Purposive sampling

5. Analytical tools: Percentage methods were used to analysis.

22
3.2 SWOT ANALYSIS

Strengths

 Strong brand image & name

 Strong presence
 Strong distribution network
 Government support
 Good procurement potentially in the market
 ISO certified dairy
 Government aid for full time parlors.

Weakness

 Governmental board takes long time to pass decision on concern stand high demand
periods.
 Lesser margin offered to retailers.
 Most of the plant machineries are old, traditional & difficulty to stand high demand
periods.
 Facing problem in maintaining the quality throughout the year.

Opportunities

 Huge market potential.

 No branded player in the market with strong presence.
 Acquisition of local for supply.

Threats

 Launching of NEW BRAND in these in these markets can destroy its market share.
 Logistics from far flung areas to major place.
 Switching cost is really low in the pouch milk market.
 Shortage of water the production process weak. This is a mainly problem summer.

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 CHAPTER: - 4

ANALYSIS AND INTERPRETATION

This chapter covers the analysis and interpretation of collection of data from various Customer
and Retailers.

1) Customers (The sample size is 100)

Table 4.1.1 Do we satisfy your daily requirement of milk and milk product?

Response No. of Respondents

Poor 0
Satisfy 8
Good 92
Total 100

No. of Respodents

Poor
Satisfy
Good

ANALYSIS: The above table and graph indicates that- 92% of respondents are feel good about
Requirement of Sudha milk and milk product and 8% of respondents are satisfy with
requirement.

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Table 4.1.2 Do we satisfy you supply of milk product as per you expectation on
quality

Response No. of Respondents

Poor 2
Satisfy 28
Good 70
Total 100

No. of Respondents

Poor
Satisfy
Good

Fig. 4.2 Do we satisfy you supply of milk product as per you expectation on quality

Analysis: From the above analysis it is interpreted that 28% of consumers satisfy with the supply
Of milk product and 70% of consumers are responding good for supply of milk product.

25
Table 4.1.3 Do we supply you milk & milk products timely in the morning and
evening.
Response No. of Respondents
Poor 4
Satisfy 20
Good 76
Total 100

No. of Respondents

Poor
Satisfy
Good

Fig. 4.3 Do we supply you milk & milk products timely in the morning and evening

Analysis: 4% of consumers give poor response, 20% of consumers are satisfy with and 76% of
Consumer respond good on supply of milk and milk products timely on morning and evening.

26
Table 4.1.4 Do you feel that milk & milk Products are priced suitable?

Response No. of Respondents

Poor 0
Satisfy 32
Good 68
Total 100

No. of Respondents

Poor
Satisfy
Good

Fig. 4.4 Do you feel that milk & milk Products are priced suitable?

Analysis: The above table and graph indicates that- 68 % of consumer response good and 32 %
are satisfy with milk and milk product price is suitable.

27
Table 4.1.5 Do you like the taste of sudha Milk?

Response No. of Respondents

Poor 10
Satisfy 32
Good 58
Total 100

No. of Respondents

Poor
Satisfy
Good

Fig. 4.5 Do you like the taste of Sudha Milk?

.Analysis: 10% of consumers give poor response, 32% of consumers are satisfy with and 58% of
Consumer responds good on taste of Sudha Milk.

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Table 4.1.6 Do you like the Smell of Sudha Milk?

Response No. of Respondents

Poor 17
Satisfy 48
Good 35
Total 100

No. of Respondents

Poor
Satisfy
Good

Fig 4.6 Do you like the Smell of Sudha Milk?

.Analysis: 17% of consumers give poor response, 48% of consumers are satisfy with and 35% of
Consumer responds good on Smell of Sudha Milk.

29
Table 4.1.7 Do you listen to your complaints, if any, patiently

Response No. of Respondents

Poor 6
Satisfy 36
Good 59
Total 100

No. of Respondents

Poor
Satisfy
Good

Fig. 4.7 Do you listen to your complaints, if any, patiently

Analysis: From the above table and graph it is clear that 5 % of consumer feel poor, 36 % are
satisfy and 59% are response on good about retailer are listen his complain.

30
Table 4.1.8 Do we fulfill your additional Milk requirement in festival?

Response No. of Respondents

Poor 0
Satisfy 5
Good 95
Total 100

No. of Respondents

Poor
Satisfy
Good

Fig. 4.8 Do we fulfill your additional Milk requirement in festival

Analysis: From the above table and graph it is clear that 5 % of consumer feel Satisfy, and 95%
are response on good about retailer are listen his complain.

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Table 4.1.9 Do you satisfy by the Service of the Sudha Milk?

Response No. of Respondents

Poor 9
Satisfy 37
Good 54
Total 100

No.of Respondents

Poor
Satisfy
Good

Fig. 4.9 Do you satisfy by the Service of the Sudha Milk

Analysis: From the above table and graph it is clear that 9% of consumer feel poor, 37% feel
satisfy and 54% are response on good about the service of milk.

32
Table 4.1.10 Do we give you information you need?

Response No. of Respondents

Poor 2
Satisfy 39
Good 59
Total 100

No. of Respondents

Poor
Satisfy
Good

Fig. 4.10 Do we Give information you need

Analysis: The above graph and table it is clear that 59% consumers of respondents on good,
39% are satisfied and 2% consumers give a poor response for getting information about
anything.

33
Table 4.1.11 which is most favorite Milk under Sudha?

Response No. of Respondents

Gold 30
Shakti 25
Tonned Milk 17
Doubled tonned Milk 4
Cow Milk 29
Total 100

No.of Respondents

Gold
Shakti
Tonned Milk
Doubled tonned Milk
Cow Milk

Fig. 11 which is most favorite Milk under Sudha?

Analysis: The above Analysis shows that 30% of people like Gold, 25% of people like shakti,
17% of people like Tonned, 4% of people like Doubled tonned and 29% of people like Cow
Milk.

34
2) Retailer (The Sample size is 50)

Table 4.2.1 Do you satisfy the Profit Margin of Sudha Milk & Products?

Response No. of Respondents

Poor 5
Satisfy 16
Good 29
Total 50

No. of Respondents

Poor
10%

Satisfy
Good 32%
58%

Fig. 4.2.1 Do you satisfy the Profit Margin of Sudha Milk & Products?

Analysis: - Out of 50 retailers 10% of responses is Poor, 32% is Satisfy and 58% of responses is
Good for profit margin.

35
Table 4.2.2 which is the most selling milk under sudha brand?

Responses No. of Respondents

Shakti Milk 10
Tonned Milk 6
Doubled Tonned Milk 3
Cow Milk 14
Gold Milk 17
Total Milk 50

No.of Respondents

Shakti Milk
20%
Gold Milk
34%
Tonned Milk
12%

Cow Milk Doubled Tonned

28% Milk
6%

Fig. 4.2.2 which is the most selling milk under sudha brand?

Analysis:- The responses of Shakti, tonned, Doubled tonned, Cow, Gold milk are 10%,
6%,3%,14% and 17% respectively for the most selling milk under sudha brand.

36
Table 4.2.3 Do you satisfy by the service of sudha milk?

Response No. of Respondents

Poor 19
Satisfy 15
Good 16
Total 50

No. of Respondents

Good
32% Poor
38%

Satisfy
30%

Fig 4.2.3 Do you satisfy by the service of sudha milk?

Analysis:- Out of 50 Retailer 19% responses are Poor, 15% responses are Satisfy and 16%
responses are Good for the service of Milk.

37
Table 4.2.4 Do you think there should be replacement policy for sudha milk?

Responses No. of Respondents

Yes 45

No 5

Total 50

No. of Respondents

No
10%

Yes
90%

Fig 4.2.4 Do you think there should be replacement policy for sudha milk?

Analysis:- Out of 50 Retailors 90% says Yes for the replacement policy and 10% says No for
the replacement policy.

38
Table 4.2.5 Do you think Demand and supply of sudha milk is at equilibrium
state?

Responses No. of Respondents

Poor 0
Satisfy 16
Good 34
Total 50

No. of Respondents Poor

0%

Satisfy
32%

Good
68%

Fig 4.2.5 Do you think Demand and supply of sudha milk is at equilibrium state?

Analysis:- Out of 50 Retailer 68% says that the supply of Sudha milk is Good, 32% says supply
of Sudha milk is Satisfy.

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Table 4.2.6 Amount of the milk should be paid one day before the delivery, Are
you satisfy by this process.

Response No. of Respondents

Poor 11
Satisfy 29
Good 10
Total 50

No. of Respondents

Good Poor
20% 22%

Satisfy
58%

Fig 4.2.6 Amount of the milk should be paid one day before the delivery, Are you
satisfy by this process.

Analysis:- Out of 50 Retailors 20% responses are good, 29% responses are Satisfy
and 22% responses are poor for credit system of milk delivery.

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Table 4.2.7 Do you think Demand and Supply of sudha milk product is at
equilibrium state?

Responses No. of Respondents

Poor 17
Satisfy 20
Good 13
Total 50

No. of Respondents

Good
26% Poor
34%

Satisfy
40%

Fig 4.2.7 Do you think Demand and Supply of sudha milk product is at equilibrium state?

Analysis:- Out of 50 Retailor 17% responses are poor, 20% responses are satisfy and 13%
responses are Good for the supply of milk products of Sudha.

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Table 4.2.8 Now new milk industries are coming to the Market, are they affecting the sales of
sudha milk?

Responses No. of Respondents

Yes 9
No 41
Total 50

No. of Respondents

Yes
18%

No
82%

Fig 4.2.8 Now new milk industries are coming to the Market, are they affecting the sales of
sudha milk?

Analysis:- Out of 50 Retailers’ 9% responses are Yes and 41% Responses are No for the new
milk industries affecting the sales of sudha milk.

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Table 4.2.9 The relation between you and your distributor is good?

Responses No. of Respondents

Poor 7

Satisfy 22

Good 21

Total 50

No. of Respondents

Poor
14%

Good
42%

Satisfy
44%

Fig 4.2.9 The relation between you and your distributor is good?

Analysis:- Out of 50 Retailers 14% responses are poor, 44% responses are satisfy and 42%
responses are good for the relation between retailers and distributors.

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Table 4.2.10 Do we able to communicate with you?

Responses No. of Respondents

Poor 21

Satisfy 17

Good 12

Total 50

No. of Respondents

Good
24%
Poor
42%

Satisfy
34%

Fig 4.2.10 Do we able to communicate with you?

Analysis:- Out of 50 Retailers 42% responses are poor, 34% responses are Satisfy and 24%
responses are Good for the communication to the Retailers by the organization.

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 CHAPTER: - 5
FINDINGS AND SUGGESTIONS

5.1 FINDINGS

1. In Patna areas, the consumers are very much satisfied with the fulfillment of their daily
requirement of milk & milk products. This is very good sign for Patna dairy.

2. Regarding quality expectation, there was mixed responses from the consumer satisfaction
from the service of Patna dairy in both areas.

3. In some areas respondents said that the Retailers do not answer their queries promptly.

4. According to few respondent’s they do not get the information they need about the
products. This must be due to the retailers.

5. The respondents in Patna are very much satisfied with supply for their
additional requirements during festivals. This indeed is very positive sign for the dairy.

6. Many Consumers Complain about the taste and Smell of the Milk.

7. There is very much communication gap between retailers and the organization.

8. Retailors have aways complain about the service from the organization.

9. The credit facility should be introduced.

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5.2 SUGGESTIONS

1. To encourage interaction with the consumers, Patna dairy can organize a cooking
competition in the different-different colonies involving the housewives. This will
help the dairy to get closer to the consumers & will also helpful in providing vital
information to the consumers.

2. The dairy should chart out some plan to get regular feedback from the consumer as
well as retailers. This can be done through creating an e-mail id and providing it to
the consumers so that they can directly mail their feedback and complaints.

3. The dairy should arrange for meeting of the retailers and distributors to increase the
co-ordination among them.

4. Home delivery system for supplying milk and products by major portion of retailers
needs to be increased for enhancing the sale and market.

5. In all areas, some prime retail location may be marked and these may be converted to
model retail outlets and treated as whole day milk parlor.

6. The distributors & retailers who achieve the expected targets may be awarded and
some incentives may be given to them boost morale.

7. To boost up the field supervisor, they might be awarded for efficient performance.

8. The dairy should arrange for meeting of the retailers & distributors to increase the
coordination
among them.

9. A periodic survey may be done about the giants companies in the industry for
strategic planning.

10. Patna dairy may organize events like quiz, debate, art competition etc., be in the city
school and award the winning students. In this event, Sudha products may be
distributed to the students. This would help to increase brand awareness.

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 CHAPTER VI

CONCLUSION

India is the world’s highest milk producer and all set to become the world’s largest food factory.
In celebration, Indian dairy sector is now ready to invite NRIs and foreign investors to find this
country a place for the mammoth investment projects. Be it investor, research, entrepreneurs, or
the merely curious-Indian Dairy sector has something for everything. Sudha has been major
supplies of milk in Bihar in last 30 years and creates consumer awareness about pouch milk
and milk products in different milk market in Bihar. Even today, Sudha is the sole flag bearer of
quality pouch milk and milk products in Bihar with rest of open space filled by local players.
Patna dairy has grown every moment since its birth and the process is still on. With its
innovative ideas, it has always satisfaction and attracted its Retailers. The main focus of Patna
dairy is distributor & retailers satisfaction. It has always given important to retailer preference
and demand. Probably this is why it is today’s market leader.

The effective marketing strategies help the dairy help reach maximum number of retailer.
Innovating and effective marketing is the most important aspect in the increasing popularity of
Sudha. Sudha has never compromised with its quality of the products. Product quality is the
main focus of Patna Dairy. Patna dairy user all possible techniques of product promotion. The
distribution channel is also very good. It has created a strong brand image in its 27 years of gory.
All the 4 P’s of marketing mix are well exploited by the dairy. A proper product, price,
promotion and place selection helped the dairy become what it is today. The SWOT analysis of
dairy says that there are many strangers and opportunities of the company. I am sure they will
exploit them well. Taking about the threats and weak and weaknesses, there are not many of
them and those will also disappear in the future.

Patna Dairy has always represented a good organization culture and the staffs are well trained,
efficient and dedicated. The sales bar has always looked up and so did the profit bar. This proves
the efficiency, hard work and dedication of the company ever since it came into existence. The
success story of the company ever since it came into existence. The success story of the company
is worth appreciating.

Marketing says that a company sells and markets two different things. For example, a car
company sells cars but it markets freedom and comfort. On this note, we can say that SUDHA
sells milk and milk products, but it markets goods health, fitness and happiness.

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 BIBLOGRAPHY

Books:-
 Philip Kotler……………. “Marketing Management”
 Naresh K. Malhotra…... “Marketing Research”
 Britt and Boyd (Ed)……. “Marketing Management and Administration”
 Michael J Etzel, Bruce J Walker, William J Stanton and Ajay Pandit (2005)
 Marketing Concept and Cases (Special Indian Edition)

Weblogy
 www.sudha.coop
 www.scribd.com
 www.slideshare.com

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