marketing products

its all about the product of the verka milk plant mohali chandigarh.in this has the survey of the product of the verka products.

1. A
PROJECT REPORT ON
CUSTOMER SATISFICATION
WITH REFERENCE
VERKA MILK PLANT
MOHALI







SUBMMITED TO: SUBMMITED BY:
SVSD PG COLLEGE DEEVAJ
BHATOLI H.P. 5114MMEY430018

2. S.NO
1
2
3
4

5
6
7
8

9
10
PARTICULAR
TITLE PAGE
ACKNOWLEDGEMENT
DECLARATION
INTRODUCTION OF
ORGANISATION
RESEARCH METHODOLOGY
OBJECTIVES OF STUDY
DATA INTERPRETATION
CONCLUSION AND
SUGGESTION
QUESTIONNAIRE
BIBLIOGRAPHY




PAGENO.

4. ACKNOWLEDGEMENT
It was a great opportunity for me to work in the field of marketing industry. I am extremely
grateful to all those who have shared their expertise and knowledge with me and without whom
the completion of this project would have been virtually impossible.

I thank my faculty guide MS POONAM who helped me out at every critical situation that I faced
in my project and gave me her valuable advice to solve problem.
I want to gave my special thanks to all member of SVSD PG COLLEGE, for providing me
opportunity to work on this report with this organization.
At last I would like to thank all the respondent meet in the preparation, who gave their valuable
time to provide us required information and their honest support to complete my project in time.

Deevaj

5. DECLARATION

To
The Principal
SVSD PG COLLEGE,
Bhatoli

Respected sir,

I hereby declare that the project report which is entitled “CONSUMER SATISFICATION ON
VERKA PRODUCT”, is compiled and submitted by me is my original framework. I have not
copied the data from any previous report.




Deevaj

6. CHAPTER-1

INTRODUCTION OF THE
ORGNISATION

7. Introduction to organization
The Punjab State Cooperative Milk Producer’s Federation limited popularly known as MILKFED
Punjab, came into existence in 1973 with a twin objective of providing remunerative milk market
to the milk producers in state by value addition and marketing of produce on one hand and to
provide technical inputs to the milk producers for enhancement of milk production on the other
hand.
Although the federation was registered much earlier, but it came to real self in the year 1983 when
all the milk plants of the Punjab Dairy Development Corporation Limited were handed over to
cooperative sector and entire state was covered under Operation Flood to give the farmers a better
deal and our valued customers better products. The setup of the organization is a three tier system,
Milk Producers Cooperative Societies at the village level, Milk Union at district level and
Federation as an Apex Body at state level.
Main objectives of organization
 To procure the milk from societies and execute effective marketing of such milk and milk
products in order to uplift the socio-economical status of the farmers without hampering
the interest of its member and other products.
 To provide veterinary services to the animals of milk producers,
 To provide “A.I.” facilities by supplying improved quality frozen semen.
 To supply balanced cattle feed as per requirement of the milk producers at reasonable rate.
 To ensure better and remunerative market for milk-to-milk producers around the year.
 To supervise educational activities as well as extension program to minimize the cost of
milk produced at village level.
 To provide technical input to milk producers.

8.  To create conservation facilities and provision of better stock to overcome seasonal
fluctuations in demand and supply of milk.
 To arrange an effective training for the members of the union and related societies.




Milk plant Mohali
Milk plant Mohali was established in September 1980 under MILKFED by forming The Ropar
District Cooperative Milk Producers Union Limited. It is registered on 05.07.1978 under Punjab
Co-operative societies act, 1961 and started activities in September 1980.
The milk plant has installed capacity of one lack liter of milk per day and it is registered handling
capacity of 2 lack by the year 2006-2007. The milk plant is managed by qualified professionals in
the dairy field. The production facility are backed by the quality insurance, marketing training,
financial management, data processing and other required service providing a vibrant work
environment to its personnel in pursuit of excellence.
The milk plant has introduced ISO 9001:2000.management system and Indian Standard Of Hazard
Analysis Critical Control Points HACCP/IS; 15000 – 1998 to ensure highest quality products and
built in safety to consumers.
ROPAR Milk Union, Mohali includes about 860 milk producers cooperative societies at the village
level which are distributed under 12 zones. Milk procurement is increasing gradually at 5% per
anum.
GEOGRAPHICAL LOCATION OF MILK PLANT
Milk plant is located in district ROPAR of Punjab. It is located on the National Highway no. 21
joining Chandigarh with ROPAR, Jalandhar and Amritsar. It is situated in Phase VI of Industrial
area. Mohali is situated at a distance of about 8 km from Chandigarh. Milk plant and its
surrounding is an industrial trade Centre. This plant is situated next to “Raja Ram Com. Products”
and on opposite side of “PUNWIRE”. There is a sessional river in north- west side of the plant

9. and in west side is located in a village BALONGI. There is a great advantage as it is directly
connected with National Highway which is facilitating all transportation and allied activities.




Present status of plant
1.
State Punjab
2.
District Mohali
3.
Address Verka Milk Plant, Ludhiana Road, S.A.S
Nagar (Mohali) -160055
4.
Type of Products D.T.M. STM, FCM, Paneer,
Ghee,Dahi,Kheer,Plain Lassietc.
5.
Product Brand name VERKA
6.
Marketed By TheRoparDistt. Co-op Milk Producers Union
Ltd. Milk Plant S.A.S Nagar (Mohali) -
160055 (PB)
7.
Milk Handling Capacity 4 lakh liter/day
8.
Pasteurization Capacity 20000 liter/hr.& 10000 liter/hr.
9
Capacity of Ghee Plant 16 Mt/Day

10. 10.
No. of Milk Route 65





Organization Network
For the smooth running of plant various sections are managed by the management. Each and every
activity is delegated to particular section. It is impossible for top management to take decision on
every problem so various tasks are delegated to various sections. These sections are interrelated to
have frequent contacts with one another hence it is easy to share information.
Different section in Verka Milk Plant Mohali
 Procurement section

 Production section

 Quality control section

 Marketing section

 Accounts section

 Administration section

 Engineering section

 Purchase section

11.  Store section


 Security section



Marketing section
This section bears heavy importance in connection with the profitability of this plant. All types of
fluid milk & products are marketed under the brand name “VERKA”. Ludhiana Milk plant is
solely responsible for the marketing of fluid milk where the milk products are Marketed by “The
Punjab State Co-operative Milk Producers Union Ltd.”

Marketing Mix Of MILKFED
Product, price, place and promotion are the core components of marketing objectives. So it is
essential to have complete knowledge of these aspects of an organization. So we discuss these 4
points of Verka’s Marketing mix.

Product Mix
There are more than 20 products of Verka Brand which are being manufactured at different Verka
Milk Plants.
Milk, Ghee, Curd, Paneer, Kheer and Lassi are being produced at Verka Milk Plant Mohali. Other
milk products like table butter, processed cheese, dry milk, ice cream, flavored milk etc. are being
produced at sister concern plants of Ludhiana, Patiala, Chandigarh, Jalandhar, Bathinda.
Price mix
Pricing policy
The decision about the liquid milk pricing is taken by the committee of the following persons:-
1. Chairman of the milk union
2. One board of director
3. General manager (Final Approval Authority)
4. Manager (Finance & Accounts)

12. 5. In-charge Sales & Marketing
The main criteria for pricing are the price charged by neighbouring milk union & profitabilty of
the concern. The Chandigarh market is quiet price sensitive. Price payable by market is also taken
into consideration while fixing price is set in consonance.




Place Mix
Distribution channel
The Chandigarh milk plant has a particular dispatch section which is responsible for distribution
of milk. The milk union has appointed private agencies who are also called as dealers for supply
of milk and milk products to ultimate consumer. There are two types of agencies one, which
operate from structure, constructed and operated by municipal corporation and second which
operate from their own shops.
Verka inspector or field sales representatives cover dealers. They visit different routes everyday
and collect demand of dealers. They visit different routes everyday and collect demand of the
dealers. These inspectors or field sales representative distribution the verka products directly to
the dealer’s collection of payment for same are also their responsibility.
Chandigarh milk plant is increasing its private dealership and sale through it own milk bar by
providing good commission and competing with private dairies and other competitors and by
motivating its field staff. But some problems are undertaken to field staff.
1. Unsold milk is not accepted back in any case.
2. The spoilage if not genuine is not entertained.
3. The return of spoil milk will be accepted only if their is any mass complaint.
4. The leaked milk packets are taken only after quality check.
So the field staff had to deal hardly in presence of old policies of sale and marketing.
Promotion mix
Advertising
Being government sector organization advertising is usually given a limited budget which is 2
paisa by milk plant. Some grant is given by National Dairy Development Board (NDDB) also
verka dealers are provided with banners, sign board and retail shops are painted as Verka Milk
products to advertise Verka products.
Sales force

13. Field sales representatives or sales inspectors work as a sale force of the milk plant Chandigarh.
They sell verka products on their respective routes and also advertise verka product with their
pained vehicles. Sales inspector s are also the eyes and ears of verka milk plant. They collect
information about the demand of Verka products and provide useful information to sales
department for boosting the ales of verka product.
Future planning
The future efforts are to improve for good production as well as manufacturing practices which
lead to milk no lead residue and less than 1 liter/ml of SPM to meet the bench mark specified in
codex standard.


Marketing of Fluid milk
Marketing of fluid milk is being done through 58 routes (morning=44 routes & evening=14 routes)
through Matadors/Trucks. Generally milk is supplied to different milk bars or private agencies in
Ludhiana District. There are 500 agents of milk who are marketing the fluid milk.
One member can only be an agent of the organization if he/she follows the following rules:-
 He has to deposit Rs. 20000 as security money &Rs. 150 per tray for the same.
 He must not be an agent of any other dairy.
 He will have to take min. 4 crates.
Return of products
If the agency returns the pouches without any reason the total price is deducted. Only leakage
pouches are returned without any deduction in price.

Marketing of Milk products
Marketing of milk pouches are done by this dairy itself & head Office also. Orders of different
products are collected & then they are supplied according to the order. Average City Supply/Day
(390000 ltrs).

14. Marketing strategies
MILKFED is serving nation wide consumers through its network of Regional offices and very
strong Distribution channels. MILKFED markets a wide range variety of verka products which
include Ghee, Dahi, Lassi, Fluid milk, Paneer etc.


SWOT ANALYSIS OF VERKA
Strengths
1. Emotional attachment of people to verka as they consider it as the brand of Punjab. Such a
status is not enjoyed by any other competitor company.
2. Verka offered complete range of milk and milk products.
3. Extensive network in procurement side and wide networks of distribution and milk parlours
in the cities.
4. High quality product at an affordable price.
5. Milk plant is having a institutional sport from N.D.D.B, P.D.D.B its woman societies are
sponsored by central government.

Weakness
1. The plant having very limited number of human resources and most of its departments are
falling short of workers resulting in extra burdon on present workers.
2. Political and government interference in the day to day operations which results in less
flexibility toward changing external environment.

15. 3. Verka is not able to communicate its quality assurance to its customers thus they have
wrong perception about the quality in their mind.
4. Visibility of advertisement of the verka product is very poor.

Opportunities
1. Market of milk products as well as disposable income of people is increasing which offer
great opportunity to increase their market.
2. Health consciousness of peoples increasing day by day hence increases the sale of milk
products.
3. Verka can prepared other products like whey drinks etc which utilize the waste whey and
also increase profit.
Threats
1. Big multinational companies (MNC) now emerging in pujab and they gives competition
in marketing of product.
2. Socio-economics changes are rapidly taking place in life of dairy farmers.
3. Land prices are shooting up and agriculture land is being used for commercial and
residential purpose.
4. Less interest of people in dairy farming.
Basic characteristics of labour welfare work
These are the following-
(a) It is the work, which is usually undertaken within the premises or in the vicinity of the
undertaking for the benefit of the employees and the members of their families.
(b) The work generally includes those items of welfare, which are over and above what is
provided by statutory provisions, or required by the custom of the industry or what the
employees expect as a result of a contract of service from the employers.
(c) The purpose of providing welfare amenities is to bring about the development of the whole
personality of the worker- his social, psychological, economic, moral, cultural and intellectual
development to make him a good worker, a good citizen and a good member of the family.
These facilities may be provided voluntarily by progressive and enlightened entrepreneurs at
their own accord out of their realization of social responsibility towards labour, or statutory
provisions may compel them to make these facilities available, or these may be undertaken by
the government or trade unions, if they have the necessary funds for the purpose ‘labour
welfare’ is a very broad term, covering social security and such other activities as medical aid,

16. crèches, canteens, recreation, housing, adult education, arrangements for the transport of labour
to and from the work place.
It may be noted that not only intra-mural but also extra-mural, statutory as well as non-statutory
activities, undertaken by any of the three agencies- the employers, trade unions or the
government – for the physical and mental development of a worker, both as a compensation for
wear and tear that he undergoes as a part of the production process and also to enable him to
sustain and improve upon the basic capacity of contribution to the processes of production,”
which are all the species of the longer family encompassed by the term ‘ labour welfare’.

Importance of employee welfare
The importance for the labour welfare arises from the very nature of the industrial system which
is characterized by two basic factors- the conditions under which work is carried on are not
congenial for health and secondly when a labourer joins an industry, he has to work in an entirely
strange atmosphere which creates problems of adjustment. These two factors are like ‘’the long
arm of the job” and “the social invasion of the factory”.
The working environment in a factory/mine adversely affects the workers’ health because of the
excessive heat or cold, noise, odour, fumes, dust and lack of sanitation and pure air lead to
occupational hazards. These have, therefore, to be held in check by providing ameliorative
services, protective devices and compensatory benefits following of accident or injury or
disablement. This has been referred to as “the long arm of the job which stretches out its adverse
effects on the workers long after his normal eight hour work.” Hence the importance for provision
of welfare services within the premises of the factory, mine of plantation arise.
When a worker, who is in fact a ruralite, comes to work in a factory, has to work and live in
unhealthy, congested factories and slum areas, with no outdoor recreational facilities. To escape
from the trying conditions of his tedious and tiresome job, he absents himself, becomes irregular
and often undisciplined. Hence the need for providing the welfare services arises. For whatever
improvements in the conditions of work and life of the employees, whatever leads to increasing
adaptation of the worker to his job, and whatever makes him fully contented lessen his desire or
need to leave the factory for a time and lighten for him the burden of this social invasion of the
factory.
There is a social reason also as pointed out by the labour investigation committee,” the provisions
of canteens improves the physique, entertainment reduce the incidence of vices, medical aid and
maternity and child welfare services improve the health of the workers and bring down the rates
of general, maternal and infantile morality, and education facilities increase their mental efficiency
and economic productivity.

17. Provisions under the factories act
The need for labour welfare was strongly felt by the royal commission on labour as far back as in
1931, primarily because of lack of commitment to industrial work among factory workers and the
harsh treatment they received from their employers. This need was emphasized, in free India, by
the constitution which contains the following articles in this regard:
“Article 41: the state shall, within the limit of its economic capacity and development, make
effective provisions for securing the right to work to education, and to public assistance in cases
of unemployment, old-age, sickness, and disablement and in other cases of undeserved want.”
“Article 42: the state shall make provision for securing the just and humane conditions of work
and for maternity relief.”
“Article 43: the state shall endeavour to secure, by suitable legislation or economic organization
or in any other way, to all workers, agricultural, industrial or otherwise, work, a wage, conditions
of work ensuring a decent standard of life and full enjoyment of leisure and social and cultural
opportunities, and in particular, the state shall endeavour to promote cottage industries on an
individual or co-operative basis in rural areas.”


The various welfare measures provided in milk plant, Mohali:
These welfare measures are provided inside the work place:
1. Neighborhood safety and cleanliness, attention to approaches.
2. Housekeeping, up keeping of premises – compound wall, lawns, gardens and so forth,
egress and ingress, passages and doors, whitewashing of walls and floor maintenance.
3. Workshop (room) sanitation and cleanliness, temperature and humidity, ventilation,
lighting, elimination of dust, smoke, fumes and gases.
4. Control of effluents.
5. Convenience and comfort during work, that is, operatives’ posture, seating arrangements.
6. Distribution of work hours and provision of rest hours, meal times and breaks.
7. Workers’ safety measures, that is, maintenance of machines and tools, fencing of machines,
providing guards, helmets, aprons, goggles and first-aid equipment.
8. Safety of necessary beverages and pills and tablets that is salt tablets, milk and soda etc.

18. 9. Notice boards, posters, pictures, slogans, information and communication.
10. Wash basins, bathrooms.
11. Canteen services.
12. Management of workers’ cloak rooms, rest rooms.
13. Medical examination of workers.
14. Economic services include bonus schemes, provident fund, gratuity and pension, reward
and incentives, workmen’s compensation for injury, family assistance in times of need.
15. Labour management participation includes work’s committee, safety committee, canteen
committee, consultation in welfare area, in production area, in the area of administration,
and in the area of public relations.
16. Washing facilities include adequate and suitable facilities (separately and adequately
screened for the use of male and female workers) are provided to them.
17. There is a provision for keeping cloth of workers not worn during the working hours and
for the drying of wet clothing in respect of any factory.
18. Suitable arrangements for sitting are to be provided and maintained for all workers who
are obliged to work in a standing position.
19. Welfare officer handles the welfare department which involves various welfare measures
given to the workers so that they feel satisfied.
20. Extra wages for over time. It means where a worker works in a factory for more than 9
hours in any day or more than 48 hours in any week, he shall in respect of overtime work
be entitled to wages at the rate of twice his ‘ordinary rate of wages’. It is one of the
significant welfare measure given to the workers.

Voluntary welfare measures:
There are certain employers especially in the organized sector of industry, who have promised a
wide variety of welfare amenities and services to their employees. A brief account of such welfare
measures is given below:
Educational facilities:
The pace of economic and social progress of a particular country largely depends on the quality of
its work force. Education plays a very important part in motivating and enabling the working

19. population for changes necessary for accelerated progress and for their mental and physical
development. This has been recognized in our social and economic planning and a suitable
financial outlay on education has been made in the different five- year plans. Improvement in the
quality of the industrial work force demands accelerated pace of economic development for which
education of workers, their families and their children is very essential.
Medical facilities:
Employers, whether in public or private sectors have been providing medical facilities for their
workers and their families, even before the introduction of e.s.i. scheme. The workers in
departmental undertakings are more or less governed by the medical rules applicable to
government servants, or such other facilities, both indoor and outdoor. The committee on labour
welfare has recommended that in the case of smaller units, medical facilities should be provided
on joint basis by a group of employers in scattered areas. The institutions like industrial co-
operatives, industrial estates can play an important role in providing medical facilities to the
workers by a joint drive.

Transport facilities:
Transport facilities to workers residing at a long distance are essential to relieve them from strain
and anxiety. Such facilities also provide greater opportunity for relaxation and recreation, and help
in reducing the rate of absenteeism. The practice followed with regard to transport facilities varies
from country to country. The legal imposition to provide these facilities has been rare and limited
to certain special circumstances. In some of the developing countries there are statutory measures
requiring employees to provide transport facilities to their employees. In certain developing
countries transport facilities are also provided through collective agreements.

Recreational facilities:
Recreation is commonly taken to be the opposite of work. It has an important bearing on the
individual’s personality as well as his capacity to contribute to social development. It affords the
worker an opportunity to develop his sense of physical and mental discipline. Music, dance, drama,
games and sports, paintings, carvings, are different forms of recreation. The importance of
recreation in creating a healthy climate for industrial peace and progress has been emphasized by
several study teams. In INDIA, a variety of recreational facilities have been provided in more than
one way, statutorily, voluntarily and also by different welfare agencies, and to some extent by trade
unions as well. Broadly speaking, these can be divided into two parts, namely,

20. (a) Recreational amenities provided by the industrial organizations inside or near the work
place, and
(b) Amenities provided on community basis.


Housing facilities:
Housing is the primary need of workers’ family in civilized life. Without a roof to cover his head,
the worker naturally feels frustrated about his poor standard of living in big cities. Good houses
mean possibility of home life, happiness and health; bad houses spell squalour, drink, diseases,
immorality, crime etc. Overcrowding of people in dark quarters in slum areas is mainly responsible
for the outbreak of tuberculosis. Recognising the need for housing accommodation, an industrial
housing scheme was introduced in 1952. Under this scheme, the central government offers loans
to industrial workers for constructing houses at concessional rates.
Other facilities:
These are basically intended to improve the comfort level of workers while at work and include
the following:
Canteen, restrooms and lunchroom:
Canteens established inside factories generally offer food at subsidized rates. In modern
organizations, food courts offering a variety of continental and inter continental cuisine have
become quite popular in recent times.
Washing facilities, medical aid, leave travel concessions:
Most factories have first-aid facilities to take care of minor injuries. Reimbursement
of medical expenses actually incurred is also increasingly favoured nowadays.
Consumer cooperative stores:
The Indian labour conference in 1963 recommended the setting up of consumer cooperative stores
in all industrial establishments including plantations and mines employing 300 or more workers.
The employer is expected to extend help in the form of share capital, working capital, loans at
concessive rates etc.

21. Findings

1.) Majority of the workers feel that they work in comfortable surroundings, whereas some
loopholes are there in sanitation measures.
2.) Half of the workers are not satisfied with ventilation and hygiene measures.
3.) The concept of flexible working hours has not been implemented uniformly.
4.) Some employees have not been provided with safety equipment.
5.) A few of the employees have not been subjected to the medical checkup, mostly owing to
the absence, on the days of medical checkup.
6.) Almost 1/5 of employees are not satisfied with the medical facilities concerning their
families.
7.) There appear to be no regular schedule for holding of cultural events.
8.) Washing facilities have not been adequately provided separately for men and women.
9.) In some cases, facility for sitting at the place of work has not been provided to the
employees.
10.) Both first aid and ambulance facility are not provided in all the cases.
11.) A few of the workers feel that canteen is not performing the purpose for which it has been
established. Besides, almost ¼ of employees are not satisfied with quality of products in
the canteen.
12.) Almost half of the employees are not satisfied with the canteen rates which they find to be
unreasonable/ highly unreasonable.
13.) Half of the employees are not aware of the existence of suggestion / complaint box.

22. CHAPTER-2
RESEARCH
MEHTDOLOGY

23. RESEARCH METHODOLOGY
The purpose of research methodology is to describe the research procedures. This include overall
research design, the sampling procedures, this data collection method, field method and analysis
procedures. Research Methodology is a way to systematically represent a research on any
problem. It is taken by the researcher in studying in research problem along with the logic behind
them. It is the solution of the problem that has been undertaken for purpose of the study.

THE PROJECT: The topic undertaken for the project is “consumer satisfication toward
on VERKA PRODUCTS”



IMPORTANCE OF STUDY: The importance of study can be considered from different
angles.


FOR THE RESERACHER: The study is important for the researcher as it bridge down
the gap between theoretical knowledge and practical application of the theoretical
concept learned during the cause of management studies. It provides an exposure and
experience for a field job.





FOR THE CONSUMER/PUBLIC: The study helps the consumer to understand the
satisfication of the consumer. It provide insight into their own consumption related
decisions.

24. FOR THE MARKETER: It will enable marketer understand the consumer psyche-better
and will enable them to make the product or modify the product according to the
consumer needs.




FOR OTHER RESEACHER: Human satisfication ie very complex.



NATURE OF STUDY:
The study can be classified as a social research since it deals with behavioral pattern of
respondent. A social research may not be precise or accurate as the researcher in physical
sciences in making predication.

SAMPLING SIZE: It consists of the total number of the people to be surveyed already
that due to time and money, constraints the sample size restricted to 100.

PRE-TESTING: In this pilot survey was done so as to see which it
item are most commonly used and trial survey is conducted to see
what necessary change are to be made by deleting of adding the
questionnaire made which is use for the purpose of the study.





SELECTION OF SAMPLE:
Due to the security of essential resources like time and money the study is preferably
narrowed down to specific group of population for convenience sake

SAMPLE PLAN:
The sampling plan calls for taking the following three decision.

25. SAMPLING UNIT:
It define the target population that will be sampled in this study young generation constitutes the
sampling unit who are further classified into male and female.






DATA COLLECTION

It is vital part of the whole process. When the data is gathered, collected and presented in some
understandable from to people such as table or graph, it becomes information. To meet the
managers information need, the researcher gather data both primary and secondary data.


COLLECTION OF DATA

It involves or fields research i.e. when data is directly collected from the people through research
question. Here data is collected through questionnaire method. In this a list of question is
properly selected and arranged pertaining to the investigation. Thus the researcher prepare a
questionnaire having the question regarding the project and could get a good response from the
respondent with adequate care. Questionnaire saves and people to whom question are being
asked. It is very simple way of gathering information through people.

26. CHAPTER-3

27. OBJECTIVE OF
THE PROJECT





OBJECTIVES

1 To find out the awareness level of the consumer about VERKA products.
2 To find out the quality & preference among surveyed customer.
3 To know the reason for switch oven from one brand to other.
4 To study the influence of various sources of information on consumer buying
behavior
5 To enhance the keeping quality of milk.

28. CHAPTER-3
DATA INTERPRETAION

29. 57%
43%
0%
10%
20%
30%
40%
50%
60%
no yes
Do you think the dairy products from outside the state
have an advantage over the local products?

30. Interpretation:- Majority of the people(57%) are of the opinion that the products from outside the
state don’t have an advantage over the local product. While 43% are of the opinion that the
products from outside the state have an advantage over the local product.









Interpretation:- Majority of distributors(60%) are saying that they have taken steps for
advertising the Product. While (40%) of the distributors said don’t any step.


60%
40%
0%
10%
20%
30%
40%
50%
60%
70%
yes no
Have you taken any step for advertising your products?

31. Interpretation :-59% of the distributors said that advertising helps in promoting sales. 41% of
the distributer said that they don’t think advertising help in anyway.


59%
41%
0%
10%
20%
30%
40%
50%
60%
70%
yes no
Do you think that advertising helps in promoting
sales?

32. Interpretation :- From the graph its interpreted that(55%) of the total consumer are aware of
VERKA product. While (45%) are not.








55%
45%
0%
10%
20%
30%
40%
50%
60%
yes no
Are the consumer aware of your product?

33. Interpretation :- 35% of the people said that the quality of product is high. While 45% said that
quality moderate. Rest of 20% said that VERKA products have low quality.







35%
45%
20%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
High Moderate Low
Are you satisfied with the quality of the product?

34. Interpretation :- Percentage of price of adopted by the unit are as follow:-
Type of price %age
Competitive 50%
Target 30%
Cost plus price 20%








50%
30%
20%
0%
10%
20%
30%
40%
50%
60%
Competative pirce Target price Cost plus price
Pricing policy adopted by your unit?

35. Interpretation :- Percentage of demand among their consumer are interpreted as follow:-
Mode %age of demand
High 65%
Average 30%
Low 15%




65%
30%
15%
0%
10%
20%
30%
40%
50%
60%
70%
High Average Low
Demand of local dairy products among the consumers?

36. Interpretation :- From the graph it is interpreted that most of the distributors (53%) are of the
opinion that sales of production at trade fair helps to popularize their product 47% said the
advertise it is no use.




53%
47%
44%
45%
46%
47%
48%
49%
50%
51%
52%
53%
54%
yes no
Does sales of products at trade fair helps to
popularize/advertise your products?

37. Interpretation :- 56% of the consume are satisfy. While 44% are not satisfy.





56%
44%
0%
10%
20%
30%
40%
50%
60%
Yes No
Are you satisified with the price of the product?

38. Interpretation :- From the graph it is interpreted that 40% consumer said local product has higher
price.
While 60% consumer said outside product has higher price.

40%
60%
0%
10%
20%
30%
40%
50%
60%
70%
local outside
Which of the product have higher price ?

39. Interpretation :- From the graph it is interpreted that majority of the people(59%) are favour of
The Statement that packing material are easily available. While (41%) of the of people are
Against the statement.









59%
41%
0%
10%
20%
30%
40%
50%
60%
70%
yes no
Is the packaging materials used by your unit easily available?

40. Interpretation :- From the graph it is interpreted that (55%) of the distributors said that storage is
sufficient for storing the finished products. (45%) of the distributors said insufficient. while (5%)
can’t say.







55%
45%
5%
0%
10%
20%
30%
40%
50%
60%
Sufficient Insufficient Can't say
What is your opinion about the availability of
space for storing the finished products ?

41. Interpretation :- majority of the distributors are agreeing that frequently upgraded the technique
of Productions. While (42%) said that don’t upgrade.









58%
42%
0%
10%
20%
30%
40%
50%
60%
70%
Yes no
Do you frequently upgrade the technique of production?

42. Interpretation:- 55% of distributors are agree for increasing production. 45% of distributors have
don’t.










55%
45%
0%
10%
20%
30%
40%
50%
60%
Yes No
Is there any future plans for increasing production ?

43. Interpretation :- 65% of distribution said that they are retail outlets convenient located. While
35% of distributors said that their retail outlets are not convenient located.









65%
35%
0%
10%
20%
30%
40%
50%
60%
70%
Yes No
Whether your retail outlets are conveniently
located?

44. CHAPTER-4
CONCLUSION &
SUGGESTION

45. CONCLUSION
Based on the observation during my training at Verka Milk Plant, Mohali, it can be concluded that
the fluid milk products manufactured here are of high quality & acceptable to the consumers. The
management is dedicated to manage affair correctly & accurately. There is a proper co-ordination
among the workers & technical staff & official staff is appreciable.
The milk union is working on the basis of ANAND PATTERN Dairying. The organizing
structure is up to mark & the most interesting matter is that the plant is running under huge
amount profit.
In recent times the plant is increased its earning & improved its position by creating innovative
approaches. Milk reception is computerized to eliminate weight variation & % of fat &SNF
variation, so that producers can get correct amount of payment. However there are scopes for
further improvements.
 Marketing wing should be made strong enough to cater more areas under its marketing
area within the country & abroad.
 Maintenance schedule of milk plant machineries should be followed strictly to avoid any
production losses.
 Unnecessary expenditure on costly equiepments should be avoided.
 R&D wing may also contribute in bringing the union in more profits by introducing some
new products, which have a reasonable profits margin.


Lastly , from the present status of this plant , it can be said that with positive & creative thinking
of the management & strong will power of every staff of the plant , can easily raise the Mohali
Milk Union to the legendary one in the world of dairying.
As a trainee, it should be confessed that it is the appropriate place conducting complete, practical
based training and learning by doing is best method of learning.

46. CHAPTER-6

QUESTIONNAIRE

47. QUESTIONNAIRE
1. Name and Address:
Dairy Unit/ Distributor

2. Types of the proprietor:

3. Form of Ownership:


4. Milk products procured in quantity

a. Producers

b. Milk producers Co- operative Society

c. National Milk Grid

d. Manufacturing

5. The products produced by the unit

a. Liquid Milk

b. Curd

c. Ghee

d. Paneer

e. LassI

f. All the above

6. Is there a market for your product?
Yes/ No

48. 7. What is the area of your market?
……………………………………………………..

8. In your opinion what type of milk products do the consumer
prefer?

a. Local dairy products

b. Products from outside the state.


9. Do you think the dairy products from outside the state
have an advantage over the local products.
Yes/ No

10. What kind of advantage do you think they have?
In items of
a. Price

b. Quality

c. Packaging & outside appearance

d. Labelling

e. All the above
11. Demand of local dairy products among the consumers.
High/ Average/ Low

12. Have you taken any step for advertising your products?
Yes/ No

49. 13. What type of media have you adopted to popularize your
products?
a. T.V

b. Newspaper

c. Magazines

d. Posters

e. Signboards

f. Hoardings

g. Brouchers

14. Do you think that advertising helps in promoting sales?
Yes/ No

15. Have you ever participated in any national and international
trade fairs?
Yes/ No
If yes: Name of Trade Fair Place Year
a.
b.
c.
d.
16. Sales rate at such trade fairs helps to popularize/ advertise
your products?
Yes/ No

50. 17. Have you conducted market survey of your products?
Yes/ No


18. Response of the consumers to such surveys
Positive/ Negative

19. Are the consumers aware of your products?
Yes/ No

20. What type of market do your products have?
Monopoly/ Competitive

21. Pricing policy adopted by your unit.

a. Competitive price

b. Target price

c. Cost Plus price


22. Do you provide any credit facilities to the retailers?
Yes/ No
If yes, state the maximum credit period given to retailers?
One week/ Fifteen days/ One month.

23. Channel of distribution resort to

a. Producer – Retailer – Consumer

51. b. Producer – Middlemen – Consumer

c. Producer – Authorised dealers ( stockist ) – Retailers –
Consumer

d. Producer – Distributor – Wholesaler – Retailer – Consumer

e. Producers – Consumers

24. Have you employed any persons for promoting sales by house
to house campaigning?
Yes/ No

25. Rate of Sale:
Paneer ( in kg ) : Daily –
Monthly –
Curd ( in kg ): Daily –
Monthly –


26. Do you have any competitors for your products from outside
the state,
if yes, name the brand.
a. Liquid Milk - Yes/ No

b. Milk powder - Yes/ No


27. Local Competitors:

a. Liquid Milk - Yes/ No

b. Milk Powder - Yes/ No

52. 28. Is the packaging materials used by your unit easily available?
Yes/ No

29. From where do you procure the packaging materials?
Within the state/ Outside the state


30. Where the labeling of your products done ?
Locally / Outside the state.

31. Type of labeling used:
Ordinary labels/ Offset printing .

32. Do you have any cold storage facilities?
Yes/ No

33. What is your opinion about the availability of space for storing
the finished products ?
Sufficient/ Insufficient.

34. Do you face any problems in transporting your products?
Yes/ No

35. Cost of transportation:
High/ Moderate/ Low

53. 36. Is there any future plans for increasing production ?
Yes/ No

37. Do you frequently upgrade the technique of production?
Yes/ No

38. Any incentive provided to increase sales.
State the type of incentives.
A. Retailers……………………………………..

B. Wholesalers…………………………………


39. Whether your retail outlets are conveniently located?
Yes/ No

40. Do you receive any financial support from the government
or any agencies?
Yes/ No

54. CHAPTER-7

BIBLOGRAPHY

55. BIBLOGRAPHY

 Brochure/booklet/magazine VERKA milk plant , Mohali.
 Kothari C R,” Research methodology” new age international.
 Dr. Arvind kumar yadav and mr suman Yadav, journal of IPM Meerut.
 DR. N. kathirvel and Dr.n. chandersekaran, Indian journal of marketing.
 J.V rangeswara reddy, Indian journal of marketing.

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