Full Report

A STUDY ON CUSTOMERS PREFERENCE OVER MILK AND MILK PRODUCTS WITH REFERENCE TO SHREEJI MILK FOODS PVT LTD

By ………………………………………… REG No:……………… OF ……………………………………. …………………………….. A PROJECT REPORT SUBMITTED TO THE

FACULTY OF MANAGEMENT STUDIES IN PARTIAL FULLFILMENT OF THE REQUIREMENT FOR THE AWARD OF THE DEGREE

Of MASTERS OF BUSINESS ADMINISTRATION JUNE 2009

BONAFIDE CERTIFICATE

Faculty Guide

Director

Assessed By

Internal Examiner

External Examiner

ACKNOWLEDGEMENT

ABSTRACT According to Philip kotler”Marketing management is the analysis, planning ,implementation and control of programmes are designed to bring about desire exchange with target audience for the purpose of mutual or personal gain, it realize heavily on the adaptation and co-ordination of product,price,promation and place for achieving effective response”.All the planning and operations should be customer oriented.That is the organization and its employees-should be customer oriented.That is the organization and its employees-should be focused on determining and satisfying customer needs.All marketing activities in an organization should be co-coordinated efforts(such as advertising,product planning and pricing)should be combined in a coherent that an executive should have over all authority and responsibility complete set of marketing activities.

Customer oriented, co-coordinated marketing is essential to achieve the organization’s performance objectives.There are certain other objectives such as profit maximization, market leadership ect.If the firm fails to earn decent profits,its very existence itself may be handicapped.Some authorities consider profit as only an incentive but not an objective.Successful distribution of products is another notable objective of marketing.Effective distribution refers to the free flow of goods and services.The marketing is very essential for any product and the business expansion.The topic given to me for the study is on market survey for the customers preference on milk and milk products with reference to Shreeji. Through this study we would get knowledge on the customer preference of milk and milk products with reference to Shreeji.At the end of the study I will gain a good knowledge about the marketing functions of Shreeji and suggestions are recommended to improve customer satisfaction further.

TABLE OF CONTENT CHAPTER

TITLE

1

CHAPTER 1

PAGE NO

INTRODUCTION 1.1 OUT LINE OF THE PROJECT

1

1.1.1 NEED FOR THE STUDY

4

1.1.2 SCOPE OF THE STUDY

5

1.1.3 OBJECTIVES OF THE STUDY

6

1.1.4 LIMITATION OF STUDY

7

1.1.5 RESEARCH METHODOLOGY

8

1.1.6 CHAPTERIZATION

13

1.2 LITERATURE REVIEW 1.2.1 COMPANY PROFILE

14

1.2.2 PRODUCT PROFILE

31

CHAPTER 2

2

DATA ANALYSIS AND INTERPRETATION 2.2.1 PERCENTAGE ANALYSIS

33

2.2 STATISTICAL TOOLS

3

4

2.2.1 WEIGHTED AVERAGE

63

2.2.2.a. CHI SQUARE TEST

64

2.2.2.b CHI SQUARE TEST

65

2.2.3.a. ANOVA

66

2.2.3.b. ANOVA CHAPTER 3

68

3.1 FINDINGS

70

3.2 SUGGESTIONS

73

3.3 CONCLUSION APPENDICES

74

REFERENCES

LIST OF TABLES S.NO

TITLE

PAGE NO

2.1.1 2.1.2 2.1.3

BRANDS OF MILK CONSUMPTION OF MILK PER DAY CONSUMPTION OF MILK AND MILK

33 34 35

2.1.4

PRODUCTS BY SHREEJI USERS. AWARENESS OF SHREEJI MILK AND MILK

36

2.1.5

PRODUCTS. AVAILIBILITY OF SHREEJI MILK AND MILK

37

2.1.6 2.1.7 2.1.8 2.1.9 2.1.10

PRODUCTS. AWARENESS OF MILK SACHETS OF SHREEJI. PREFERENCE OF MILK. AWARENESS OF SHREEJI MILK PRODUCTS PREFERENCE OF MILK PRODUCTS TYPE OF MEDIA SUITABLE FOR SHREEJI MILK

38 39 40 41 42

2.1.11

PRODUCTS. INFLUENCER ON PURCHASE OF MILK

43

PRODUCTS.

2.1.12

LEVEL OF SATISFACTION TOWARDS THE

44

2.1.13

PACKAGE OF SHREEJI MILK. DO THE SHREEJI MILK PRODUCTS FULFILLS

45

2.1.14

THE EXPECTATIONS. CHANGES EXPECTED FROM SHREEJI USERS

46

2.1.15

DO SHREEJI PRODUCTS ARE MORE HYGEINIC.

47

LIST OF TABLES S.NO

TITLE

PAGE NO

2.1.16 2.1.17

WHERE DO YOU GET SHREEJI PRODUCTS DURATION OF CONSUMPTION OF OTHER

48 49

2.1.18

BRAND MILK. MODE OF AWARENESS OF OTHER BRAND

50

2.1.19 2.1.20

MILK. BASED ON CHOOSING OF BRAND LEVEL OF SATISFACTION OF OTHER BRAND

51 52

2.1.21

MILK. LEVEL OF SATISFACTION TOWARDS PACKAGE

53

2.1.22

OF OTHER BRAND MILK. PURCHASE OF SHREEJI MILK PRODUCTS OF

54

2.1.23

OTHER BRAND MILK PURCHASE OF SHREEJI MILK PRODUCTS

55

2.1.24 2.1.25

EARLIER BY OTHER BRAND USERS REASONS FOR SHIFTINGFROM SHREEJI WILLINGNESS TO SHIFT TO SHREEJI FROM

56 57

2.1.26 2.1.27 2.1.28 2.1.29 2.1.30

OTHER BRANDS SEX AGE OCCUPATION INCOME FAMILY MEMBERS

58 59 60 61 62

LIST OF CHARTS S.NO

TITLE

PAGE NO

2.1.1 2.1.2 2.1.3

BRANDS OF MILK CONSUMPTION OF MILK PER DAY CONSUMPTION OF MILK AND MILK

33 34 35

2.1.4

PRODUCTS BY SHREEJI USERS. AWARENESS OF SHREEJI MILK AND MILK

36

2.1.5

PRODUCTS. AVAILIBILITY OF SHREEJI MILK AND MILK

37

2.1.6

PRODUCTS. AWARENESS OF MILK SACHETS OF

38

2.1.7 2.1.8 2.1.9 2.1.10

SHREEJI. PREFERENCE OF MILK. AWARENESS OF SHREEJI MILK PRODUCTS PREFERENCE OF MILK PRODUCTS TYPE OF MEDIA SUITABLE FOR SHREEJI MILK

39 40 41 42

2.1.11

PRODUCTS. INFLUENCER ON PURCHASE OF MILK

43

2.1.12

PRODUCTS. LEVEL OF SATISFACTION TOWARDS THE

44

2.1.13

PACKAGE OF SHREEJI MILK. DO THE SHREEJI MILK PRODUCTS FULFILLS

45

2.1.14

THE EXPECTATIONS. CHANGES EXPECTED FROM SHREEJI USERS

46

2.1.15

DO SHREEJI MILK PRODUCTS ARE MORE

47

HYGEINIC.

LIST OF CHARTS S.NO

TITLE

PAGE NO

2.1.16 2.1.17

WHERE DO YOU GET SHREEJI PRODUCTS DURATION OF CONSUMPTION OF OTHER

48 49

2.1.18

BRAND MILK. MODE OF AWARENESS OF OTHER BRAND

50

2.1.19 2.1.20

MILK. BASED ON CHOOSING OF BRAND LEVEL OF SATISFACTION OF OTHER BRAND

51 52

2.1.21

MILK. LEVEL OF SATISFACTION TOWARDS PACKAGE

53

2.1.22

OF OTHER BRAND MILK. PURCHASE OF SHREEJI MILK PRODUCTS OF

54

2.1.23

OTHER BRAND MILK PURCHASE OF SHREEJI MILK PRODUCTS

55

2.1.24 2.1.25

EARLIER BY OTHER BRAND USERS REASONS FOR SHIFTINGFROM SHREEJI WILLINGNESS TO SHIFT TO SHREEJI FROM

56 57

2.1.26 2.1.27 2.1.28 2.1.29 2.1.30

OTHER BRANDS SEX AGE OCCUPATION INCOME FAMILY MEMBERS

58 59 60 61 62

1

CHAPTER 1 INTRODUCTION 1.1 OUT LINE OF THE PROJECT A STUDY OF CUSTOMERS PREFERENCE OVER MILK AND MILK PRODUCTS -WITH REFERENCE TO SHREEJI. A study on customers preference of milk and milk products with reference to Shreeji is undertaken for assessing the customers behaviour towards Shreeji milk and milk products and to understand the expectations of the customers towards milk and milk products which will in turn help to take appropriate action by the management for removing the short falls.For this purpose the following parameters were taken in to consideration and questionnaire was prepared to elicit the information. SEX AGE OCCUPATION MONTHLY INCOME SIZE OF THE FAMILY

To interrogate customers area-sampling system was adopted, since the population is undefined so 200 customers were interrogated to elicit the information, which are analyzed, interpreted and placed under with comments, charts and findings. John McKean, in an excellent book, Customers are People –The Human Touch thinks of the organization-customer interaction as a series of cascading touch points. Those touch points comprise the customer environment and it is through interacting with that environment that customer preference is formed. The idea that customers prefer one product or one service over another is not new. The ability to identify and measure the elements of such preference decisions with any accuracy and reliability has only recently become available. Research into this area of consumer behavior has brought understanding to some of the major issues with standard customer satisfaction research. Most importantly, we have come to realize that high customer satisfaction does not assure continued customer 2 preference . Satisfaction research over the past fifteen years demonstrates that high satisfaction scores, while a measure of organization performance on a set of important criteria, do not adequately explain the composition of preference formation and therefore often serve as insufficient predictors of sustained preference or what is normally referred to as customer loyalty. Loyalty as a concept has also shown itself to be difficult to define. Like beauty, loyalty is truly in the eye of the beholder. We understand there are different types and degrees of loyalty and some of these are not appropriate in describing the relationship between a consumer and a company. However, preference (defined as the power or ability to choose one thing over another with the anticipation that the choice will result in greater satisfaction,greater capability or improved performance) has demonstrated the ability to be effectively measured and to provide meaningful insight into the choices consumers make when selecting one provider over another and when determining to continue a relationship over time. Preference is formed when the customer is bonded to your company through the establishment of a mutual benefit. Successful companies therefore go beyond delivery of a commodity or service; they pursue the development of a

relationship with their customers. This bonded relationship will be more likely to survive competitive attacks than the mere purveying of goods or services or an over reliance on aggressive pricing models.One of the components of the Preference Formation Process is the development of a Preference Formation Profile. This profile breaks out the required attributes of each stage of preference formation. Notice that the evaluation experience, is not simply focused on the performance and reliability issues of the milk products; but also on how the customer is treated and that the emotive elements of customer treatment can be as clearly defined and measured.However,just as different individuals want different types of milk and milk product with different features; different people have different emotive demands as well. The key to understanding customer preference is to understand how many evaluation experiences exist within a single market, what the mix of quality and taste provide greater demand for milk products this leads to preference demand that is a requirement within 3 several of the identified customer segments.Such understanding requires both qualitative and quantitative rigor.Within the framework customer satisfaction can begin to play a very important role as a measure of a company’s ability to deliver and execute against preference evaluation elements of a given customer segment. These expectations can now be differentiated into expectants – basic, cost-ofentry preference expectations,satisfiers - preference expectations that help to constrain abandonment or churn and attractors - preference enhancements (often focused on the emotive components) that attract new customers. The power or ability to choose one thing over another with the anticipation that the choice will result in greater satisfaction,greater capability or improved performance.The theory of reasoned action assumes a consequence for the action taken. We prefer some product, someone, or some service because we determined the object was best aligned with our performance and emotive requirements as judged through our comparative norms.

We evaluate the performance in light of how well the

milk

products,service meets our preference expectations. Notice that the evaluation experience, to simply focused on the performance and reliability issues of the Milk products; but also on how the customer is treated and that

the emotive elements of customer treatment can be as clearly defined and measured by way of customer satifaction.The key to understanding customer preference is to understand how many evaluation experience. The essentiality for preference formation and the combination and sequence of such touch points that result in a customer environment that maximizes organization ability to construct sustained customer preference.

1.1.1 NEED FOR THE STUDY Management needs to know the customer preference information in order to take sound decisions.Surveys on customer preference can produce favourable or unfavourable result,but bringing a number of benefits to management.A study on customer preference helps to understand the performance of the organization and the behaviour of the customers.The study of customer preference indicates the expectations of the customers.Customer preference helps to understand the loyalty of the customer towards the products.The management finds a possible way to fulfill the expectations of customers and attracts new customers.

5

1.1.2 SCOPE OF THE STUDY The study aims to find the customers preference of milk an milk products with reference to Shreeji. The study is restricted to information regarding the customers’s likes and dislikes,their expectations,personal decisions and family decisions and loyalty of the customers.The study has been carried out for period of 3 months and has focused on all type of customers.

6

1.1.3 OBJECTIVES OF THE STUDY PRIMARY OBJECTIVE A study on customers preference over milk and milk products with reference to Shreeji.

SECONDARY OBJECTIVES •

To understand the loyalty of the customers towards the milk and its products with reference to Shreeji

•

To identify customers expectations towards the milk products.

•

To identify the performance of the organization and its products.

•

To understand customers behaviour in choosing the milk and its products.

•

To understand customer satisfaction over milk and its products with reference to Shreeji

7

1.1.4 LIMITATIONS OF THE STUDY  The responses given by the respondents may not be true.  The respondents may be careless in responding to the questionnaire.  The respondents may be illiterate.  The respondents may be unaware about the various Shreeji milk and milk products

8

1.1.5 RESEARCH METHODOLOGY Research in common parlance refers to a search for knowledge.One can also define research as a scientific and systematic search for pertinent information on a specific topic.In fact,research is an art of scientific investigation. • Research is a process of systemic study. •

Research is in depth study about the particular problem.

•

Re-search is for any particular topic.

•

Research is a search of knowledge.

•

Research is a movement from known to unknown.

•

Research is an area of investigation which includes collection,analysis and interpretation of data.

•

Research can be called as voyage of discovery.

•

Research has to proceed systematically in the already planned direction with the

help of a number of step in sequence.To make the research systemized the researcher has to adopt certain methods.The methods adopted by the researcher for completing the project is called Research Methodology.

Data becomes information only when a proper methodology is adopted.Thus we say methodology is a tool,which process the date to a reliable information.the present chapter attempt to highlight the Research Methodology adopted in this project. Definition of Research According to D.Slesinger and M.Stephenson in the encyclopaedia of social sciences define research as “The manipulation of things,concepts or symbols for the purpose of generalizing to extent,correct or verify knowledge aids in construction of theory or in the practice of an art”. Research Design The formidable problem that follows the task of defining the research problem is the preparation of the design of the research project,popularly known as the Research design.A Research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. 9 A Research is purely and simply the framework and plan for the study that guides the collection and analysis of data.It is a blue print that is followed in completing a study. Types of Research Design 1.Exploratory research design.

2.Descriptive research design

3.Experimental research design. Descriptive and Diagnostic Research design The researcher has to decide which type of data is useful for the study and accordingly has to select any one or both the method for data collection. Descriptive research design is concerned with the research studies with a focus on the characteristics of a particular individual,or group whereas diagonastic research design determine the frequency with which something occurs or its associated are examples of Diagnostic. Data Collection Method Data refers to information or facts.It is not only refers numerical figures but also includes descriptive facts. The method of data collection includes two types for the study, such as primary data and secondary data. Primary Data Collection Method

Primary data is the data that is collected for the first time by the researcher.The Primary data are collected with specific set of objective to assess the current status of any variable studied.Primary data is useful only for particular period. Methods of Primary Data Collection The Main four methods used in primary data collection are: a. Questionnaire

b.Schedule

c.Interview

d.Observation

In this study questionnaire method have been used QUESTIONNAIRE In this method,pre printed list of questions arrange in a sequence which is used by the researcher for collecting data.The questionnaire is filled by the respondents.The questionnaire is considered as the heart of the survey.. SAMPLING DESIGN- A Sample design is a definite plan for obtaining a sample from a given population. It refers to the technique or the procedure that the researcher would 10 adopt in selecting items for the sample. Sample design may as well lay down the number of items to be including in the sample. i.e.,the size of the sample.Sample design is determined before data are collected.There are many sample designs from which a researcher can choose.Some designs are relatively more precise and easier to apply than others.Researcher must select/prepare a sample design that should be reliable and appropriate for his research study. UNIVERSE All the items under consideration in any field of enquiry constitute a ‘universe’ or ‘population’ the term universe refers to the total items through which information can begathered from the population. In this the population is infinity. It is pivotal point of research. SAMPLE FRAME The sample frame is the list of all sample units.It is the study of the researcher to frame the samples for easy and best data collection.In this the sample is 200,sizes are

mainly decided on the basis of the selection of the statistical tools.The selection of the appropriate samples size can be done by statistical tool. SAMPLE PROCEDURE Sampling is a procedure by which the respondents are selected. There are basically two types of sampling methods are: 1.Probability sampling methods. 2.Non-Probability sampling methods. In this study area sampling method was adopted(Probability Sampling) the required number of customers were not selected according to area sampling procedure but the required number of sample (sample size 200) were selected. SAMPLING TECHNIQUE In this we have used probability sampling.The term probability refers to the samples having an equal chance of being selected.In this we have used area sampling.The area sampling refers to the population being divided into various areas and samples are collected from STATISTICAL TOOLS

“By statistics we mean aggregates of facts 11

to a marked extend by multiplicity of causes, numerically expressed, enumerated according to reasonable standard of accuracy, collected in a systematic manner for a predetermined purpose and place in relation to each other.” In this study the researcher is going to apply with percentage analysis, chi-square, bar diagram and pie charts and anova. PERCENTAGE METHOD In this position of an individual observation in a distribution is described.The most convention for describing the position of an individual score in distribution of scores is a percentile method. PERCENTAGE N=100* (CUMULATIVE fi/n) CHI-SQUARE Chi-square applied in statistics to test the goodness of fit to verify the distribution ob observed data with assumed theoretical distribution.Therefore it is a measure to study

whether two characters are dependent or independent.Thus chi-square test describes the discrepancy between actual data and expected frequencies. ASSUMPTION 1.The two set of data must be based on the same sample size. 2.There must be two observed set of data or expected set of data in rows and columns 3.Each cell in the data contains an observed or expected count of five or larger. X ^2=Σ(Oi-Ei)^2/Ei APPLICATION OF CHI-SQUARE TO TEST THE GOODNESS OF FIT If the calculated value is less than the tabulated value at a certain level of significance, the fit considered being good and hence the hypothesis is accepted.But when it is vice-versa, When the calculated value is greater than the tabulated value,then it is not considered being the goodness of fit. TO TEST INDEPENDENCE OF TWO ATTRIBUTES 12 This test enables to explain whether two attributes are associated or not.In this null hypothesis, the two attributes that are independent, which means that, one factor does not have any associates with each other. In this case if the calculated value is less than its table value, then the hypothesis which means the two attributes is independent or not associated .It is vice-versa when the calculated value is greater than the tabulated value .The attributes are associated. WEIGHTED AVERAGE: Weighted average is a number standing for the relative important of the items. Weighted average can be defined as an average whose component items are multiplied by certain value and the aggregate of the products are divided by total of weight .It is being used to analyze Likerts rating scale. X=ΣXW/ΣW

Analysis of variance – (ANOVA):The analysis of variance is a method which separates the variation ascribable to one set of causes from the variation ascribable to other set. The first object of the analysis of variance is to obtain a measure of the total variation within the series and the second object is to find a measure of variation between or among the components. Then the test of significance of difference between the variation in two series or more may be measured. Thus we can also test the hypothesis that the means of all the components constituting a population are equal to the mean of the population or that the samples have come from the same population. It is used to test whether the means of a number of populations are equal.In the manifold classification we consider two or more characteristics or attributes. The analysis in that case will get extended to include the sum of squares between rows. This type of classification is also called as an two way anova.

13

1.1.6 CHAPTERISATION Chapter 1 includes the Introduction of the study,Need of the study,then Scope of the study,Objectives of the study, then regarding Research Methodology, then about the limitations of the study,then the theory perspective of the study. Chapter 2 includes Data Analysis and interpretation, in which analysis about the study is being made with the help of tables, bar diagrams, and pie diagrams and statistical tools such as Chi-square is being used. Chapter 3 includes the findings of the study,suggestions and conclusions of the study, appendices, questionnaire and references.

14

1.2 LITERATURE REVIEW 1.2.1COMPANY PROFILE The first cooperative dairy was set up at Chennai city during the year 1927.The State Dairy Development Department in the State was established in 1958.The first modern Dairy plant with a capacity to handle 50000 litres per day of pasteurized milk was established in the year 1963 at Madhavaram near Chennai with the aid from New Zealand.A dairy to handle 50000 litres of milk per day was set up at Madurai with the assistance of

UNICEF in 1967.The State department for dairying started milk

procurement through organized village cooperatives in the year 1962.The system consisted of supervised milking at the village level and transport of the raw milk in aluminum cans through hired transport vehicles to milk chilling plant or directly to the dairy.The farmers were paid on volume basis for the milk purchased with different price structure for cow milk and buffalo milk.The societies advanced loans to the farmers for purchase of milk animals.Under the Five year plan of the State Government a number of

pasteurization plants were set up in the cooperative sector in major towns.The milk procurement during 1972 was around 0.60 LLPD against the present procurement of 15.56 LLPD.

LIQUID MILK DIVISION Liquid milk Division (LMD) is functioning at Nandanam with 24 zonal offices,headed by the Dy.Genderal Manager (process-planning and marketing).This unit is responsible for marketing milk in sachets at the Chennai Metro and its Suburbs.Toned Milk,Standardized milk,Full Cream Milk and Double Toned Milk are being marketed in sachets.The average sale of milk in sachets per day is around 7.25 lakh litres. The marketing activities are carried out by the Sachet Milk Division through its 24 Zonal offices located at various parts of the metro.Selling and renewal of monthly milk cards,directly and through MCCS, arranging cash sales of milk,monitoring milk distribution and other sales activities are being looked after by the Zonal Offices.Monthly milk cards are available in ½ litre and its multiples.5 litre weekly commercial cards are being issued for the agents and traders.Further in order to boost the sale of Shreeji milk through retail outlets and bulk order,the federation have appointed 48 private milk 15 Distributors and they are getting incentives depending theira quantum of offtake.Through the distributors,the federation is selling about 2.5 lakh litres daily.Keeping the convenience of consumers in mind,the milk cards are issued at the depots on specified dates in addition to the regular sale at zonal offices and co-op.societies on all working days. The control rooms located at Ambattur Dairy, Madhavaram Dairy and Sholingnallur Dairy are processing the indent received from zonal offices and arranging the milk dispatches to the depots/institutions/distributors. There are 68 milk distribution routes covering 529 depots,169 delivery points and 202 institutions in the metro.Out of the 529 depots,238 depots are being managed by milk consumer cooperative societies.29 routes from central diary,26 routes from Ambattur dairy and 13 routes Sholinganallur are being operated.A round the clock customer complaints service is in operation in Nandanam to attend the customer complaint.

Consumer complaints on all fonts are being attended promptly and swiftly to ensure trouble free milk distribution.Further this cell attends the messages received from the distribution vehicles and ensures smooth distribution of milk.In order to be more consumers friendly ,the Federation has provided Toll free Telephone(1600 443300)to enable the consumers to register their suggestions and complaints. Consumers meets and consumer visits to dairies are being arranged from time to time so as to make the consumers understand the dairy operations and the hygienic ambience under which it is carried out.In the highly competitive milk-marketing scenario at the metro,these activities are helping the Federation in a big way.

ABOUT THE FEDERATION: Dairy sector has assumed much significance by generating income not only to the rural but also to the urban and semi-urban population in the state especially to women folk by providing self employment opportunity.

Milk and milk products provide

essential nutrition to all walks of life. It provides livelihood to millions of small and marginal farmers in the state. Tamilnadu is an agricultural oriented State and majority of

16 the farmers owns cattle. Dairying provides the main source of income next to agriculture. In a tropical country like India, agriculture may fail sometimes, due to monsoon failure but dairying never fails and gives them regular, steady income. The State Dairy Development Department was established in 1958. The administrative and statutory controls over all the milk cooperatives in the State were transferred to the Dairy Development Department on 1.8.1965. The Commissioner for Milk Production and Dairy Development was made as the functional Registrar under the Tamilnadu Cooperative Societies Act. With the advent of 'Anand pattern' in the State of Tamilnadu, Tamilnadu Co-operative Milk Producers' Federation Limited was registered

on 1st February 1981.

The commercial activities of Department such as Milk

Procurement, Processing, packing and sale of milk to the consumers etc., hitherto dealt with by the Tamilnadu Dairy development Corporation Ltd., was transferred to the newly registered Tamilnadu Co-operative Milk producers' Federation Ltd. In the wake of liberalization policy, private dairies have entered in the field of dairying. As per the direction of Hon'ble Chief Minister of Tamilnadu high priority has been given for improving the performance of Co-operatives by adopting a systematic approach and proper strategy implementation in Milk Co-operatives. Significant achievement has been made by Milk Producers' Cooperative Societies, Unions and Federation in the State of Tamilnadu.

TWO FOLD OBJECTIVES OF THE DAIRY DEVELOPMENT DEPARTMENT 1.

Assure a remunerative price for the milk produced by the milk producers' societies

through a stable, steady and well organized market support. 2.

Distribution of quality milk and milk products at reasonable prices to the consumers.

Bearing the above two objectives in mind, the following major multifarious activities are undertaken by the Dairy Development Department. Provision of free veterinary health cover to all animals owned by the members of milk cooperatives, implementation of Artificial Insemination.Programme, supply of balanced cattle feed and inculcation of farmers with the modern animal husbandry 17 methods and practices. All activities, which are essential for the up gradation of the milch animals and improving their productivity in the long run, are also to be imparted on them. Provision/creation of necessary infrastructure facilities for the enhancement of processing and marketing has been made by way of establishing new chilling centres, pasteurization plants and adoption of modern marketing system in order to supply quality milk to the consumers.

DEPARTMENTAL SET UP The Commissioner for Milk Production and Dairy Development is the Head of the Dairy Development Department in Tamilnadu. He is Functional Registrar in respect of Dairy Cooperatives. He is also the Ex officio Managing Director of the Tamilnadu Cooperative Milk Producers' Federation Ltd.,The Commissioner for Milk Production and Dairy Development exercises all the statutory powers with regard to the registration of societies, supervision, inspection, inquiry, disputes, liquidation of milk cooperatives including the District Cooperative Milk Producers' Unions and Federation under the relevant provisions of the Tamilnadu Cooperative Societies Act 1983 and Tamilnadu Cooperatives Societies Rules 1988.

In discharging the statutory functions, the

Commissioner for Milk Production and Dairy Development is assisted by the Deputy Milk Commissioner (Cooperation) in the rank of Joint Registrar of Cooperative Societies and a Deputy Registrar at the Headquarters besides 23 Deputy Registrars at the District level by way of conferring the powers of the Functional Registrar. The details of staff working in the office of the Commissioner for Milk Production and Dairy Development are enclosed in the annexure.

FUNCTIONS OF THE DAIRY DEVELOPMENT DEPARTMENT The main functions of the Dairy Development Department are Orgainsation of societies, registration of societies, supervision and control of primary milk cooperatives, District Cooperative Milk Producers Union and Tamilnadu Cooperative Milk Producers Federation. The Dairy Development Department exercises statutory function - like Inquiry, Inspection, Surcharge and Super session, appointment of special officers liquidation and winding up of dormant Societies etc. The Commissioner for Milk Production and Dairy 18 Development, Deputy Milk Commissioner (Co-operation), and Circle Deputy Registrars (Dairying) are vested with quasi-Judicial powers in respect of settlement of disputes, appeal, revision and review under various provisions of Tamilnadu Cooperative Societies Act 1983 & the rules made there under. The Commissioner for Milk Production and Dairy Development has been designated as the State Registering Authority for the state of Tamilnadu, under the

provisions of Milk and Milk Products Order'92. All the Dairy units including private Dairies handling more than 10,000 lpd of milk or Milk Products containing milk solids in excess of 500 Metric tones per annum has to obtain registration certificate under the provision of Milk and Milk Products Order'92. The Commissioner for Milk Production and Dairy Development / State Registering Authority has been conferred with powers to register the dairy units having handling capacity from 10,000 LPD to 2 lakh LPD. The Commissioner / State Registering Authority / Deputy Milk Commissioner

(Co-

operation) / District collector and Deputy registrars have been authorised to carry out supervision and periodic inspection of the dairies.

PRIMARY DAIRY COOPERATIVES A minimum of 25 or more individuals competent to contract under section 11 of the Indian Contract Act of 1872 owning milch animals can form a primary Dairy Cooperative Society, with one or more villages as its area of operation. Such persons have to approach the Circle Deputy Registrar (Dairying) office functioning at the District for further guidance. The members of Primary Cooperative milk society have to supply milk to the Society which will procure milk on quality basis and they will receive milk cost once in 10 days / 15 days from the Society. Milch animals are provided with free veterinary health cover, artificial insemination and the supply of balanced cattle feed. Induction of farmers on modern animal husbandry practices are aimed at upgrading the milch animals and thereby improving their productivity in the long run for the benefit of the members.

WOMEN MILK PRODUCERS COOPERATIVE SOCIETIES In order to encourage the women member to contribute more to the dairy sector they are called upon to organise women milk producers' cooperative societies in their 19 respective areas.

There are 1404 women milk producers cooperative societies

functioning in Tamilnadu. APPOINTMENT OF SPECIAL OFFICERS Primary Milk Cooperative Societies and District Cooperative Milk Producers Unions and Federation were previously administered by elected Boards. As the terms of office of the members of elected Board already expired and as they were continuing only

on extended term of office as per section 33(10)(aa) of Tamilnadu Cooperative Societies Act 1983, the Government issued orders terminating the extended term of office of members of Boards of these societies and the Special Officers have been appointed under section 89(1) of Tamilnadu Cooperative Societies Act 1983. All the primary Milk Cooperative Societies are now functioning under the Control of Special Officers since 26.5.2001. In respect of District Cooperative Milk Producers Unions, the Collectors of respective Districts have been appointed as Special Officers and for Tamilnadu Cooperative Milk Producers Federation Ltd., the Managing Director of the Federation has been appointed as Special Officer.

COOPERATIVE FUNCTIONS OF DISTRICT MILK PRODUCERS UNIONS 1) There are 17 District Cooperative Milk Producers' Unions functioning in the State of Tamilnadu covering 28 Districts. 2) There are 16 Dairies in District Co-operative Milk Producers' Unions with an installed processing capacity of 18.76 LLPD. 3) There are 39 Chilling Centres in District Co-operative Milk Producers' Unions with installed chilling capacities of 11.64 LLPD respectively. 4) Establishment of chilling centres 5) Formation of new milk routes to collect the milk produced by the member societies 6) Collection of milk from societies, process and pack in modern dairy plants by maintaining quality standards. 7) Supply of quality milk to Chennai Metro under hygienic conditions. 8) Fixation of procurement and selling price of Milk 9) Increase of liquid milk sales by introducing innovative sales promotional activities. 20 10) Supply of inputs to the member societies obtained from unions. 11) Render Veterinary Health Service and emergency service to the cattle of members of primaries 12) Impart training on first aid and on Artificial insemination to the staff of member societies.

13) Extending Artificial insemination services to the cattle owned by the members of Milk Cooperative Societies. 14) Providing milk cans, milk 'O' testers and LN2 containers. 15) Salem, Erode, Madurai and Dharmapuri Unions are acting as Feeder Balance Dairies. Surplus milk in the District Unions, after meeting their local sales is diverted to the nearest Feeder Balancing Dairies for conversion into milk products, such as Skim Milk Powder, Butter and Ghee. 16) The three Cattle Feed Plants at Madhavaram, Erode and Kappalur are run by the Kancheepuram -Tiruvallur Union, Erode Union, Madurai Union respectively. The production capacity of these cattle feed plants is 100 MT per day each. The balanced cattle feed is produced in the form of pellets and mash are supplied to the members of the Milk Co-operatives, livestock farms manned by the Animal Husbandry Department and to various local bodies including the Corporation of Chennai.

FUNCTIONS OF FEDERATION: The Tamilnadu Co-operative Milk Producers' Federation Limited is an apex body of 17 District Cooperative Milk Producers' Unions. The Federation has four dairy plants in Chennai, one at Ambattur with a capacity of 4.00 lakh litres per day, another at Madhavaram with a capacity of 2.00 lakh litres per day and the third dairy at Sholinganallur with a capacity of 4.00 lakh litres per day. These dairies collect milk from District Unions process and pack in sachets and send for sale to the consumers in and around Chennai City. The fourth dairy at Ayanavaram is engaged in the manufacture of milk products such as Yogurt, ice cream, khova and Mysorpa. The marketing of Milk and Milk Products of the Federation is being carried out by the three wings namely, 1. Metro Liquid milk marketing. 21 2. Metro Milk Product marketing. 3. Up country marketing.

Marketing of the products in Chennai Metro and suburbs are directly carried out by the product wing of the Federation located at Nandanam. The products are stored at the godown at Ambattur and distributed to the outlets. The sales of milk and milk product is being carried out through 36 parlours, 125 Franchise Retail Outlets (FROs), 8 Wholesale dealers, 3000 Retailers and 44 Milk Consumers' Co-operative Societies. Federation also caters to the needs for functions like marriages by booking Special Orders. Standardized milk is being sold through 217 Automatic Vending Machines and 178 FRPs to the city consumers. Milk products are also sold in certain AVMs Unit. Recently, sachet milk sales are also introduced in AVMs unit. The Federation coordinates the activities of the District Unions and provides technical expertise as and when required and also undertakes planning and erection, expansion and commissioning of Dairy Plants and Chilling Centres of the unions on turnkey basis. The Federation helps the unions in marketing their by products like skim milk powder, ghee, butter and cheese in Tamilnadu and in other States.

PROCUREMENT PRICE: The procurement price payable to milk producers was revised from 01.12.2001 as follows: Period Buffalo milk

Cow milk Price per Kg/Fat Price per Litre Price per

Kg/Total solids Price per Litre (In Rs.) 1.12.2001 to till date 156.28 to 163.40 10.94 to 11.44 69.23 to 73.08 9.00 to 9.50 SELLING PRICE: The selling price of Toned / Standardised / Full Cream milk in sachets and in AVM units are as detailed below: Toned Milk (Per Litre)Standardised Milk (Per litre) Full Cream Milk (Per litre) Standardised Milk (AVM) (Per litre) TONED MILK

Card 12.50 Cash 14.00

STANDARDISED MILK

Card 14.50 22 Cash 16.00

FULL CREAM MILK

Card 16.50 Cash 18.00

STANDARDISED MILK (AVM)Card 14.00 Cash 14.50

INPUT PROGRAMME - MILK PRODUCTION ENHANCEMENT PROGRAMME: 13.07 lakh cows and 2.72 lakh buffaloes are under the Co-operative fold and they are provided with breeding cover through artificial insemination by using frozen semen. Producer members are supplied with cattle feed and fodder for their animals. Health cover through mobile veterinary units and vaccination against Foot and Mouth Disease and Theileriasis diseases are also provided.

ARTIFICIAL

INSEMINATION

AND

ANIMAL

HEALTH

ACTIVITIES: The Artificial Insemination facilities are made available in 2515 Dairy Cooperative Societies. The village level workers in the Milk Producers Cooperative Societies have been imparted training in artificial insemination technology. During the year 2002-2003, 12.26 lakh milch cattle were inseminated with frozen semen and 3.07 lakh calves have born during the year 2002-2003. District Co-operative Milk Producers' Unions are operating mobile veterinary units with qualified veterinary doctors. 4539 Dairy Cooperative Societies are covered under animal health programme. They have treated 5.35 lakh cases in 2002-2003. To attend the distress calls from the members, emergency veterinary units are also operated. During the year 2002-2003, 56 regular veterinary units and 35 emergency units are functioning under the control of District Cooperative Milk Producers' Unions.

BREEDING PROGRAMME: As a result of artificial insemination, 1.48 lakhs female calves of superior germ plasm were born during the year 2002-2003. Frozen semen straws of 10.83 lakhs of White Cattle and 2.95 lakhs of Black Cattle were produced at the Nucleus Jersey and 23

Stud Farm (NJF) at Udhagamandalam and in the Buffalo Frozen Semen Station (BFSS) at Erode respectively during the year 2002-2003.

REHABILITATION OF UNIONS 9th FIVE YEAR PLAN-CENTRAL SECTOR PLAN SCHEME-ASSISTANCE TO CO-OPERATIVES The Government of India formulated a scheme to rehabilitate District Cooperative Milk producers' Unions, which envisages 50% grant from the State Government and 50% matching grant from Government of India to the loss making District Co-operative Milk Producers' Unions subject to certain conditions laid down on this issue. National Dairy Development Board after their preliminary assessment have selected two District Unions namely Erode and Villupuram.

Under this scheme

Government of Tamilnadu have released a sum of Rs.6.50 Crore. Govt. of India have released Rs.1.50 crore and Rs.2.25 crore, towards the first year share for Villupuram Union and Erode Union respectively.Both the Unions have utilised the amount to settle the milk cost dues to the producers.

SUPPORT TO TRAINING AND EMPLOYMENT PROGRAMME (STEP): In order to enhance the socio-economic conditions of the village women who do not own any property, those who are heading the family, the families of Scheduled Castes and Scheduled Tribes and those who are interested in the Dairy sector, a scheme of Support to Training and Employment Programme for women was introduced during last year. The cost of the scheme is Rs.649.463 lakhs. This scheme will be implemented in 3 years in the area of operation of Salem, Erode, Coimbatore, Vellore, Villipuram, Dharmapuri and Tiruchirapalli District Cooperative Milk Producers Unions and 10,000 women will be given training on Act and Rules, artificial insemination, First aid, use of Milk Testing Instruments, deduction of adulteration in Milk and Dairy Management through which they will be able to get a regular income. This scheme is implemented 24

with 90% assistance from Government of India while the remaining 10% is met by the District Cooperative Milk Producers Unions on behalf of the beneficiaries. The first installment of Rs.132.48 lakhs has been received from the Government of India out of which Rs.111.08 lakhs has been spent. Against the targeted formation of 58 women Milk Producers Cooperative Societies during 2002-2003, 50 women Cooperative Milk Producers Societies have been formed and 3590 women have been enrolled as members.

PERFORMANCE OF COOPERATIVES DURING THE YEAR 20022003 AT PRIMARY LEVEL MILK PROCUREMENT BY TESTING In order to ensure better price to members' level and procurement of quality milk, the system of testing of milk is introduced at primary level. The steps taken to improve the quality of milk yield good results. The quality of milk received at Chennai with regard to FAT is increased from 4.3 to 4.5 and the SNF Present in the milk is increased from 8.2 to 8.3. With the result quality milk is supplied to consumers.

ISSUE OF UNIFORMS TO EMPLOYEES OF PRIMARY CO-OP. SOCIETIES The Tamilnadu Cooperative Milk Producers Federation & District Cooperative Milk Producers' Union is issuing uniforms to their employees.

The employees of

primary milk cooperative societies also demanded the issue of uniforms to them. To ensure identity of the employees of primary Dairy Cooperative Societies and to encourage them in their fieldwork, uniforms were provided in the last financial year. The cost was met

by the societies concerned and 28500 employees of Primary Milk

Cooperative Societies were benefited.

MILK COST PAYMENT TO THE PRODUCERS A total sum of Rs.35 crore was pending payment from society to producers as on May 2001. Pursuant to the efforts taken by the Federation and District Unions and as per the orders of the Hon'ble Chief Minister in clearing the dues in the last financial year, the payment of dues to the milk producers have been substantially reduced to Rs.12 crore as on April 2003.

25

THE FORMATION OF MILK PRODUCERS COOPERATIVE SOCIETIES DURING 2002-2003 195 Milk Producers Cooperative Societies have been organised up to 31.03.2003.

PROFIT MAKING SOCIETIES During 2000-2001, out of 7626 functioning societies, only 3950 Primary Milk Producers Cooperative Societies were earning profit. To extend the financial benefits such as payment of milk cost in time, payment of bonus and "patronage rebate" to the milk pouring members of the Primary Milk Producers' Cooperative Societies, every society has to function on profit. Keeping this in mind, effective steps were taken to improve the finances of the societies under the direction of Hon'ble Chief Minister. As a result of such effective measures all the 6980 functioning societies are working on profit in the year 2002-2003.

AT DISTRICT COOPERATIVE MILK PRODUCERS UNIONS LEVEL INTRODUCTION OF COMMON MNEMONIC SYMBOL The District Cooperative Milk Producers Unions at Salem, Madurai, Coimbatore, Trichy, Erode and the Nilgiris have adopted Common Mnemonic Symbol which symbolise the supply of quality milk to the consumers from the year 2002-2003. This has paved the way for popularizing the brand 'Shreeji' in a short span of time. ISO 9002 - 1994 CERTIFICATE . Salem District Co-operative Milk Producers' Union has obtained ISO 9002 - 1994 Certificate in the year 2002-2003.EXPORT LICENCE CERTIFICATE TO MILK PRODUCTS . The Salem and Erode powder plant have obtained Export License from the competent authority to export Skim Milk Powder.

MILK PRODUCT SALE PERFORMANCE: During the previous regime i.e. from 1996-2001 the average sales of Ghee per year was only 3411 M. T. Similarly the average sale of Skim Milk Powder was 2647 M.T per year. As a result of constructive measures taken on the directions of Hon'ble

Chief Minister, the Federation and Unions have increased the average sales of Ghee to 6477 M.T per year in the last two years by achieving a two fold increase. Similarly the

26 average sale of Skimmed Milk Powder is increased to 9127 M.T by achieving a four time increase.

INFRASTRUCTURE DEVELOPMENT A new Chilling Centre with a capacity of 50,000 lpd has been established at Manaparai town in Trichy district during the year 2002-03 at an estimated cost of Rs. 57.50 lakhs. The Paramakudi Chilling Centre has been expanded with packing facilities with an estimated cost of Rs.42 lakhs in order to provide hygienic and improved quality milk at Ramanathapuram District. Likewise the infrastructure facilities in the dairies at Salem and Trichy have also been strengthened.

PROFIT MAKING DISTRICT COOPERATIVE MILK PRODUCERS UNION. During the year 2000-2001 out of 17 District Cooperative Milk Producers Unions only 5 District Cooperative Milk Producers Unions earned profit. During the year 200203,

10

District

Cooperative

Milk

Producers

Unions

namely

Erode,

Villupuram,Vellore,Trichy,Thanjavur, Sivagangai, Pudukkottai, Kanyakumari, Dindigul and Coimbatore are working on profit.

AT FEDERATION LEVEL

INTRODUCTION OF COMMON

MNEMONIC SYMBOL The Common Mnemonic Symbol was introduced in Tamilnadu Cooperative Milk Producers' Federation, Chennai on 12.11.2001 by National Dairy Development Board. This has paved the way for popularizing the brand 'Shreeji' in a short span of time.

All the distribution vehicles at chennai are painted with mnemonic symbol in elaborate to popularise the symbol. Advertisement in radio broadcast has been done regularly. The Nucleus Jersey and Stud Farm at Uthagamandalam have obtained ISO 9002 - 1994 Certificate in the year 2002-2003. Market promotion schemes such as prize and free gift to consumers are introduced to counter private competitors and to encourage card holding consumers. 27

GENERAL STATISTICS PERTAING TO DAIRY DEVELOPMENT SECTOR S. No.Items As on 31.3.2003 1. No. of Primary Milk Cooperative Societies 8486. A) Milk Producers Cooperative Societies 8423 b) Milk supply Cooperative Society 1 c) Dairy Cooperative Farm 1 d) Milk Consumers' Cooperative Societies 60 e) Cooperative Milk Supply Union 1 2. Total number of functional societies 6980 3. Total number of Members in Primary Milk Cooperative Societies (In Lakhs) 22.21 4. Milk Production (by societies) 18.88 LLPD 5. No. of District Unions 17 6. State Level Federation 1 7. Milk Procurement (by Unions) 15.79 LLPD 8. Milk Marketing in Chennai City 6.53 LLPD 9. Milk Marketing in District Cooperative Milk Producers' Unions 5.98 LLPD 10. Number of Dairies 16 10(a) Handing Capacity of Dairies 18.76 LLPD 11. Number of Chilling Centres 39 11(a) Handling Capacity of Chilling Centres 12.83 LLPD 12. Automatic Vending Machine Units 217 VISION: 2003-2004 AT SOCIETY LEVEL-CLEAN MILK PRODUCTION

As per the direction of the Hon'ble Chief Minister of Tamil Nadu it is proposed to select one milk route from each Union to educate the farmers on "Clean Milk Production" and to implement clean milk production procedures in the Dairy Cooperative Societies attached to that route. AT FEDERATION LEVEL It has been programmed to increase the sachet milk sale from 5.79 llpd. to 5.95 llpd and the bulk vending milk sale from 0.81 llpd to 0.95 llpd totally 6.90 llpd in Chennai Metro in the year 2003-2004 by adopting the following strategies. 28 The marketing potential of the uncovered areas such as Tambaram extension, Maraimalai Nagar, Poondamalle, Avadi, Tiruvallur, Kancheepuram, Kalpakkam, Guduvancheri, Redhills etc., will be covered.The number of whole sale milk distributors will be increased from 44 to 60.The whole sale distributors will be encouraged to engage more number of retailers for increasing number of retail outlets from 800 to 1000.The infrastructure facilities in Metro Dairies are getting strengthened. The Metro Dairies will apply and secure HACCP (Hazard Analysis and Critical Control Point) and go in for conversion from ISO-9002: 1994 to ISO-9001: 2000 version in the year 2003-2004. Customer care and support cell will organise regular consumer meetings, arrange dairy visits and organise door to door canvassing for sale of milk cards.In order to ensure timely supply with quality service, 10 special squads have been formed and functioning under the direct control of Managing Director. QUALITY CONTROL LABORATORY A Quality Control Laboratory at the cost of Rs.69.78 lakhs on 100% subsidy from the Central Government has been set up at the office of Commissioner for Milk Production and Dairy Development. The above Laboratory function under the direct control of Commissioner for Milk Production and Dairy Development. It analyses the Milk and Milk Products samples collected from Private and Cooperative Dairies and issues analysis certificate. SUMMING UP

The rural farmers can approach the Dairy Development Department to form a Primary Dairy Co-operative Society to get regular income for their livelihood. Similarly, the enthusiastic youth and women can approach the District Cooperative Milk Producers Union / Federation, get themselves registered as agents for selling milk and milk products to the consumers and earn a regular income and enhance their standard of living. To cater to different needs of consumers,the Federation sells the following type of milk to consumers in Chennai metro. 29 1.Standardised milk 4.5% and 8.5% S.N.F(Solid Not Fat) 2.Tonned milk 3% fat and 8.5% S.N.F 3.Full Cream milk 6% Fat and 9% S.N.F. Gone are the days of controlled distribution of milk cards to the metro consumers.Now Shreeji milk cards are available liberally to the consumers throughout the month.Apart from the above,5 litre milk cards are also being issued to the teashop/canteens and to the retail outlets through milk distributors in Chennai.At present 25 nos.of milk distributors have been appointed and around 70000 litres of milk per day is being dispatched to the milk distributors.Federation also caters to the need of consumer by booking special orders for the supply of milk in connection with marriage functions etc.

SALE OF MILK PRODUCTS Of the 17 District unions,Salem,Erode,Madurai and Dharmapuri unions have feeder balancing Dairies.Surplus milk in other District unions after meeting the local sale,commitment to Chennai metro and conversion of milk for reconstitution are being diverted to the nearest Feeder Balancing Dairies converted into products.The Feeder balancing dairies(FBDs)are producing butter,Skim milk powder(SMP)and ghee from the surplus milk,after meeting the liquid milk demand.Apart from these products cheese is being manufactured at Nilgiris union,milk,Flavoured milk and Malvin mango drink in Tetra packs are being manufactured at Salem union and fun products like ice cream, yogurt,khova are manufactured at Ayanavaram Dairy,Chennai which is under the control of the Federation.The Federation under the brand name “Shreeji”markets the product.The fun products are sold under “Shreeji goodness”.The Shreeji branded products are

agmarked as far as ghee and butter are concerned and ISI certified for SMP and Cheese.Marketing of the products in Chennai metro and suburbs are directly carried out by the Federation.Distribution network includes parlours;Franchise retails outlets (FROs), wholesale dealers and milk consumer cooperative societies.The details of milk product sold through CF Agents, bulk sales and Chennai Metro during the year 1999-2000 and 2000-2001(upto dec’2000)are furnished below 30 S.NO

PRODUCTS

1999-2000 (MTS)

2000-2001(UP TO

SMP BUTTER GHEE

5146 3592 4414

DEC’2000)(MTS) 3544 2524 2954

1. 2. 3. INPUT PROGRAMME

The Milk producer’s cooperative societies are being formed at village level.In these societies only the “Milk Producers”are enrolled as members.Milk produced by these members is collected everyday both morning and evening and payments are made to them on ‘quality basis’.After testing the milk supplied by each member, individually, payment is made at approved rate.The animals owned by the producer members are provided with animal health cover at the doorsteps of the members by the Veterinary Assistant Surgeons of the Veterinary units,procurement teams and input wings.Breeding covered through artificial insemination is also provided at a nominal rate. In addition to the above the following major activities are undertaken by the TCMPF/ LTD/DCMPUs. a)Provision of veterinary health cover to animals owned by the members of milk cooperatives, implementation of artificial insemination programme, supply of balanced cattle feed and induction of farmers to modern animal husbandry practices.All these activities are aimed at upgrading the milch animals and thereby improving their productivity in the long run. Provision of necessary infrastructure ,for a large-scale procurement ,processing and marketing of milk.This will include establishment of chilling centres,pasteurization plants and modern marketing system,to meet the requirements of the consuming public.

31 1.2.2 PRODUCT PROFILE

Selling price of the different types of milk In order to benefit the farmers in Tamilnadu by providing a remunerative price in the milk procurement, the selling price of milk is fixed as detailed below:

Type of Milk

Sachet Card

Toned Milk

Cash

Rs.12.50

Rs.14.00

Standardised Milk (Fat 4.5% SNF 8.5%)

Rs 14.50

Rs.16.00

Full Cream Milk (Fat 6% SNF 9.0%)

Rs.16.50

Rs 18.00

A.V.M Card Cash

(Fat 3.0% SNF 8.5%)

Tea Mate Milk (Fat 2.5% SNF 10.5%)

Rs 15.00

Rs14.00 14.50

Rs 13.00 32

SNF: Solid Non Fat

Color of the packet : Blue Green Red Violet

= Tone milk = Standardised milk = Full cream milk = Teamate milk

Pasteurised Toned Milk Standardized milk Full cream milk Double Toned Milk Ghee tins-200 gms/500gms/1kg/2kg/5kg/15kg. carton pack -500gms/1kg sachets-50 gms/500gms. Milk powder Carton-500gms poly bag-1 kg bulk bag -20kg. Cheese chiplets-25gms/250gms. Flavored Milk tetra pak package 200ml-strawberry-cardamom-chocolate-pineapple. UHT Milk 1000ml(Tetra Brik Aseptic Package).500 ml (Tetra fino Aseptic package)

Ice-creams Vanilla,Strawberry,Chocolate,Pineapple,Blackcurrant,Pista,Badam,Chaco risin,Mango,Butter Scotch,Tutti Frutti,Cups-50gms/100gms/500gms/1lit/1gallon stickscones. Milk Sweets Gulab Jamun,Mysur paku,Kalakandh,Cartons-500gms/1kg. Butter Masala Butter Milk Salted-100 gms/200gms/500gms/20kg plain100gms/200gms/500gms/20kg Sachet-200 ml. Mango Drink-MShreeji 200 ml (Tetra Brick aseptic Package) Milk Khoa packets-500gms/100gms-/200gms/500gms Bulk-Un sugared Curd 200gms cup.

33

CHAPTER 2 DATA ANALYSIS AND INTERPRETATION TABLE: 2.1.1 BRANDS OF MILK S. No.

Particulars

No. of Respondents

Percentage of Respondents

1

AROKYA

120

60%

2

SHREEJI

54

27%

3

HERITAGE

26

13%

TOTAL

200

100%

CHART: 2.1.1 BRANDS OF MILK 120 100 80 60 40 20 0 AROKYA

SHREEJI

HERITAGE

INFERENCE: From the above table we infer that 60% of the consumers prefer Shreeji milk,27% of the consumers prefer arokya and 13% of the consumers prefer heritage milk. 34 TABLE: 2.1.2 S. No.

CONSUMPTION OF MILK PER DAY Particulars No. of Respondents Percentage of Respondents

1

HALF LITRE AND

07

3.5%

2

LESS THAN HALF ONE LITRE

78

39%

3

1 TO 2 LITRE

85

42.5%

4

MORE THAN 2

30

15%

LITRES TOTAL

200

100%

CHART: 2.1.2

90 80 70 60 50 40 30 20 10 0 HALF LITRE ONELITRE AND LESSTHAN HALF

1-2 LITRE MORETHAN 2 LITRES

INFERENCE: From the above table we infer that 3.5% of the consumer prefer1/2 litre and less than ½ litre ,39% of the consumers prefer 1 litre,42.5% of the consumers prefer 1-2 litre and 15% of the consumers prefer more than 2 litres daily.

35 TABLE: 2.1.3 CONSUMPTION OF MILK AND MILK PRODUCTS BY SHREEJI USER S. No.

Particulars

No. of Respondents

Percentage of Respondents

1

LESS THAN 1 YEAR

03

2.5%

2

1-2 YEARS

42

35%

3

2-5 YEARS

20

16.5%

4

MORE THAN 5

55

46%

YEARS TOTAL

120

100%

CHART: 2.1.3

60 50 40 30 20 10 0 LESS THAN 1 YEAR

1 - 2 YEARS

2 - 5 YEARS

MORETHAN 5 YEARS

INFERENCE: From the above table we infer that 2.5% of the consumers prefer Shreeji milk less than 1yr,35% of the consumers prefer 1-2 yrs,16.5% of the consumers prefer 2-5yrs and 46% of the consumers prefer more than 5 yrs.

36 TABLE: 2.1.4 AWARENESS OF SHREEJI MILK AND MILK PRODUCTS S. No.

Particulars

No. of Respondents

Percentage of Respondents

1

MEDIA

10

8.5%

2

WORD OF MOUTH

48

40%

3

BANNERS

23

19%

4

LEAFLETS

03

2.5%

5

OTHERS

36

30%

TOTAL

120

100%

CHART: 2.1.4

50 45 40 35 30 25 20 15 10 5 0 No. of Respondents

INFERENCE: From the above table we infer that 8.5% of the consumers were aware through media,40% of the consumers were aware through word of mouth,19% through banners , 2.5% through leaflets and 30% through others. 37 TABLE: 2.1.5 AVAILABILITY OF SHREEJI MILK AND MILK PRODUCTS S. No.

Particulars

No. of Respondents

Percentage of Respondents

1

YES

105

87.5%

2

NO

15

12.5%

TOTAL

120

100%

CHART: 2.1.5

15

YES

NO

105

INFERENCE: From the above table we infer that 87.5% of the consumers think Shreeji milk and milk products are easily available and 12.5% of the consumers think Shreeji milk and milk products are not easily available.

38 TABLE: 2.1.6 S. No.

AWARENESS OF MILK SACHETS OF SHREEJI Particulars No. of Respondents Percentage of Respondents

1

YES

98

82%

2

NO

22

18%

TOTAL

120

100%

CHART: 2.1.6

22

YES

NO

98

INFERENCE: From the above table we infer that 82% of the consumers are aware of the various types of milk sachets of Shreeji and 18% of the consumers are not aware of various types of milk sachets of Shreeji.

39 TABLE: 2.1.7 PREFERENCE OF MILK No. of Respondents Percentage of Respondents

S. No.

Particulars

1

TONED

36

30%

2

STANDARDISED

37

31%

3

FULL CREAM

38

31.5%

4

DIET

09

7.5%

TOTAL

120

100%

CHART 2.1.7

DIET

9

FULL CREAM

38

STANDARDISED

37

TONED

36 0

10

20

30

40

INFERENCE: From the above table we infer that 30% of the consumers prefer toned milk,31% of the consumers prefer standardised milk,31.5% of the consumers prefer full cream milk and 7.5% of the consumers prefer diet milk.

40

TABLE: 2.1.8 S. No.

AWARENESS OF SHREEJI MILK PRODUCTS Particulars No. of Respondents Percentage of Respondents

1

YES

105

87.5%

2

NO

15

12.5%

TOTAL

120

100%

CHART: 2.1.8

S. No. 1 2 3 4 5 6 7 8 9

15

Particulars BUTTER ICECREAM CURD FLAVOUREDMILK CHEESE MILKSWEET GHEE BUTTERMILK MILKPOWDER TOTAL

No. of Respondents Percentage of Respondents 07 6% 11 9%NO YES 27 22.5% 20 17% 04 3% 105 30 25% 07 5.5% 11 9% 03 3% 120 100%

INFERENCE: From the above table we infer that 87.5% of the consumers are aware of the various types of milk products of Shreeji and 12.5% of the consumers are not aware of various types of milk products of Shreeji. 41

TABLE: 2.1.9 PREFERENCE OF MILK PRODUCTS

CHART: 2.1.9 30 25 20 15 10 5 0 No. of Respondents

INFERENCE: From the above table we infer that 6% of the consumers prefer butter,9% prefer ice cream,22.5% prefer curd,17% prefer flavoured milk,3% prefer cheese ,25% prefer milksweet,5.5 prefer ghee,9% prefer butter milk,3% prefer milk powder . 42 TABLE: 2.1.10 TYPE OF MEDIA SUITABLE FOR ADVERTISING MILK PRODUCTS S. No. Particulars No. of Respondents Percentage of Respondents 1

T.V

68

57%

2

Radio

23

19%

3

Newspaper

23

19%

4

Magazine

6

5%

TOTAL

120

100%

CHART 2.1.10

MAGAZINE

6

NEWSPAPER

23

RADIO

23 68

T.V. 0

20

40

60

80

INFERENCE: From the above table we infer that 57% of the consumers say that advertisement should be given in Tv,19% of the consumers say that advertisement should be given in RADIO,19% of the consumers say that advertisement should be given in NEWSPAPER and 5% of the consumers say that advertisement should be given in MAGAZINE.

43 TABLE: 2.1.11 S. No.

INFLUENCER ON PURCHASE OF MILK PRODUCTS Particulars No. of Respondents Percentage of Respondents

1

Father

12

10%

2

Mother

53

44%

3

Husband

44

36%

4

Wife

8

7%

5

Children

3

3%

TOTAL

120

100%

CHART: 2.1.11

60 50 40 30 20 10 0 FATHER

MOTHER

HUSBAND

WIFE

CHILDREN

INFERENCE: From the above table we infer that 10% of the consumers influenced by father,44% influenced by mother,36% influenced by husband , 7% influenced by wife,3% influenced by children . 44

TABLE: 2.1.12 LEVEL OF SATISFACTION TOWARDS THE PACKAGE OF SHREEJI MILK S. No. Particulars No. of Respondents Percentage of Respondents 1

Highly satisfied

32

27%

2

Satisfied

78

65%

3

Neutral

06

5%

4

Dissatisfied

01

1%

5

Highly dissatisfied

03

2%

TOTAL

120

100%

CHART 2.1.12 HIGHLY DISSATISFIED

3

DISSATISFIED

1

NEUTRAL

6

SATISFIED

78

HIGHLY SATISFIED

32 0

20

40

60

80

100

INFERENCE: From the above table we infer that 27% of the consumers are highly satisfied,65% are satisfied,5% are neutral , 1% are dissatisfied,3% are highly dissatisfied. 45

TABLE: 2.1.13 DO THE SHREEJI MILK PRODUCTS FULFILLS THE EXPECTATION S. No. Particulars No. of Respondents Percentage of Respondents 1

YES

101

84%

2

NO

19

16%

TOTAL

120

100%

CHART: 2.1.13

101 YES

19

NO

INFERENCE: From the above table we infer that 84% of the consumers feels that Shreeji milk and milk products fulfils their expectations and 16% of the consumers feels that Shreeji milk and milk products does not fulfills their expectations

46 TABLE: 2.1.14 S. No.

CHANGES EXPECTED FROM SHREEJI USERS Particulars No. of Respondents Percentage of Respondents

1

Quality

10

53%

2

Price

6

32%

3

Availability

2

10%

4

Variety

1

5%

TOTAL

19

100%

CHART: 2.1.14

20 18 16 14 12 10 8 6 4 2 0 QUALITY

PRICE

AVAILABILITY

VARIETY

INFERENCE: From the above table we infer that 53% of the consumers prefer that quality should be improved,32% of the consumers prefer that price should be reduced,10% of the consumers prefer that there should be more availiabilty and 5% of the consumers prefer that there should be more varieties.

47 TABLE: 2.1.15 S. No.

DO SHREEJI PRODUCTS ARE MORE HYGIENIC Particulars No. of Respondents Percentage of Respondents

1

YES

107

89%

2

NO

13

11%

TOTAL

120

100%

CHART: 2.1.15

107 YES

NO

13

INFERENCE: From the above table we infer that 89% of the consumers think that Shreeji products are more hygienic than others and 11% of the consumers do not think Shreeji products are more hygienic than others.

48 TABLE: 2.1.16 S. No.

WHERE DO YOU GET SHREEJI PRODUCTS Particulars No. of Respondents Percentage of Respondents

1

SHREEJI OUTLETS

30

25%

2

RETAIL OUTLETS

40

33%

3

GETTING DOOR

50

42%

DELIVERY TOTAL

120

100%

CHART: 2.1.16

50 45 40 35 30 25 20 15 10 5 0 AAVIN RETAIL GETTING OUTLETS OUTLETS DOOR DELIVERY

INFERENCE: From the above table we infer that 25% of the consumers buy in Shreeji outlets and 33% of the consumers buy in retail outlets and 42% of the consumers get through door delivery.

49 TABLE: 2.1.17 S. No.

DURATION OF CONSUMPTION OF OTHER BRAND MILK Particulars No. of Respondents Percentage of Respondents

1

LESS THAN 1 YEAR

11

14%

2

1-2YEARS

42

52.5%

3

2-5YEARS

25

31%

4

MORE THAN 5

2

2.5%

YEARS

TOTAL

80

100%

CHART: 2.1.17

45 40 35 30 25 20 15 10 5 0

LESS THAN 1-2 1 YEAR YEARS

2-5 YEARS

MORE THAN 5 YEARS

INFERENCE: From the above table we infer that 14% of the consumers prefer other brand milk for less than 1 year,52.5% of them consume for 1-2 years, 31% of them consume 2-5 years and 2.5% of them consume more than 5 years. 50 TABLE: 2.1.18 S. No.

MODE OF AWARENESS OF OTHER BRAND MILK Particulars No. of Respondents Percentage of Respondents

1

MEDIA

25

31%

2

WORD OF MOUTH

20

25%

3

BANNERS

12

15%

4

LEAFLETS

18

23%

5

OTHERS

05

6%

TOTAL

80

100%

CHART 2.1.18 OTHERS

5

LEAFLETS

18

BANNERS

12

WORD OF MOUTH

20

MEDIA

25 0

5

10

15

20

25

30

INFERENCE: From the above table we infer that 31% of the consumers were aware through media,25% of the consumers were aware through word of mouth,15% through banners ,23% through leaflets and 6% through others.

51 TABLE: 2.1.19 S. No.

BASES ON CHOOSING OF BRAND Particulars No. of Respondents Percentage of Respondents

1

QUALITY

40

50%

2

PRICE

24

30%

3

AVAILABILITY

11

14%

4

VARIETY

05

6%

TOTAL

80

100%

CHART: 2.1.19 40 35 30 25 20 15 10 5 0 QUALITY

PRICE

AVAILABILITY

VARIETY

INFERENCE: From the above table we infer that 50% of the consumers chose this brand on the basis of quality,30% of the consumers chose on the basis of price,14% of them chose on the basis of availibilty and 6% of the consumers chose on the basis of variety

52 TABLE: 2.1.20 LEVEL OF SATISFACTION OF OTHER BRAND MILK S. No. Particulars No. of Respondents Percentage of Respondents 1

Highly satisfied

21

6%

2

Satisfied

40

9%

3

Neutral

15

22.5%

4

Dissatisfied

04

17%

5

Highly dissatisfied

0

3%

TOTAL

80

100%

CHART 2.1.20 HIGHLY DISSATISFIED

0

DISSATISFIED

4

NEUTRAL

15

SATISFIED

40

HIGHLY SATISFIED

21 0

10

20

30

40

50

INFERENCE: From the above table we infer that 6% of the consumers are highly satisfied with the packaging of this brand milk and milk products,9% are satisfied ,22.5% are neutral,17% are dissatisfied and 3% are highly dissatisfied.

53 TABLE: 2.1.21 LEVEL OF SATISFACTION TOWARDS PACKAGE OF OTHER BRAND MILK S. No.

Particulars

No. of Respondents

Percentage of Respondents

1

Highly satisfied

16

20%

2

Satisfied

52

65%

3

Neutral

08

10%

4

Dissatisfied

02

2.5%

5

Highly dissatisfied

02

2.5%

TOTAL

80

100%

CHART 2.1.21 HIGHLY DISSATISFIED

2

DISSATISFIED

2

NEUTRAL

8

SATISFIED

52

HIGHLY SATISFIED

16 0

10

20

30

40

50

60

INFERENCE: From the above table we infer that 20% of the consumers are highly satisfied with the brand,65% are satisfied ,10% are neutral,2.5% are dissatisfied and 2.5% are highly dissatisfied.

54 TABLE: 2.1.22 PURCHASE OF SHREEJI MILK PRODUCTS OF OTHER BRAND USERS S. No. Particulars No. of Respondents Percentage of Respondents 1

YES

57

71%

2

NO

23

29%

TOTAL

80

100%

CHART: 2.1.22

57

YES

23

NO

INFERENCE: From the above table we infer that 71% of other brand users have purchased Shreeji milk and milk products and 29% have not purchased Shreeji milk and milk products.

55 TABLE: 2.1.23 PURCHASE OF SHREEJI MILK PRODUCT EARLIER BY OTHER BRAND USER S. No. Particulars No. of Respondents Percentage of Respondents 1

LESS THAN 1 YEAR

25

44%

2

1-2YEARS

21

37%

3

2-5YEARS

11

19%

4

5 - 10 YEARS

0

0%

5

MORE THAN 10

0

0%

YEARS

TOTAL

57

100%

CHART 2.1.23 MORE THAN 10 YEARS

0

5 - 10 YEARS

0

2-5 YEARS

11

1-2 YEARS

21

LESS THAN 1 YEAR

25 0

5

10

15

20

25

30

INFERENCE: From the above table we infer that 44% of other brand users have purchased Shreeji milk and milk products less than 1 year,37% have purchased before 1-2 years,19% have purchased before 2-5 years,0 % have purchased before 5-10 years and 0% have purchased more than 10 years.

56 TABLE: 2.1.24 S. No.

REASONS FOR SHIFTING FROM SHREEJI Particulars No. of Respondents Percentage of Respondents

1

PRICE

12

21%

2

QUALITY

30

53%

3

NON AVAILABILITY

11

19%

4

VARIETY

04

7%

TOTAL

57

100%

CHART: 2.1.24

30 25 20 15 10 5 0

PRICE

NON AVAILABILITY

INFERENCE: From the above table we infer that 21% of other brand users have shifted from Shreeji due to price,53% have shifted due to quality,19% have shifted due to non availibility,7% have shifted due to variety.

57 TABLE: 2.1.25 S. No.

WILLINGNESS TO SHIFT TO SHREEJI FROM OTHER BRANDS Particulars No. of Respondents Percentage of Respondents

1

YES

41

51%

2

NO

39

49%

TOTAL

80

100%

CHART: 2.1.25

41

YES

NO

39

INFERENCE: From the above table we infer that 51% of other brand users are willing to shift to Shreeji if Shreeji milk and milk products are made available near to them and 49% are not willing to shift to Shreeji.

58 TABLE: 2.1.26 S. No.

Particulars

SEX No. of Respondents

1

MALE

50

25%

2

FEMALE

150

75%

TOTAL

200

100%

Percentage of Respondents

CHART: 2.1.26

150 MALE

FEMALE 50

INFERENCE: From the above table we infer that 25% of the consumers are male and and 75% are female .

59

TABLE: 2.1.27 S. No.

Particulars

AGE No. of Respondents

Percentage of Respondents

1

LESS THAN 18

03

1.5%

YEARS

2

18-30 YEARS

100

50%

3

30-50 YEARS

84

42%

4

MORE THAN 50

13

6.5%

YEARS TOTAL

200

100%

CHART: 2.1.27 100 90 80 70 60 50 40 30 20 10 0 LESS THAN 18 YEARS

18 - 30 YEARS

30 - 50 YEARS

MORE THAN 50 YEARS

INFERENCE: From the above table we infer that 1.5% of the consumers are less than 18 years ,50% are 18-30 years,42% are 30-50 years,6.5% are more than 50 years.

60 TABLE: 2.1.28 S. No.

Particulars

OCCUPATION No. of Respondents

1

PROFESSIONAL

61

Percentage of Respondents 30.5%

2

HOUSE WIFE

98

49%

3

STUDENT

18

9%

4

BUSINESSMAN

11

5.5%

5

OTHERS

12

6%

TOTAL

200

100%

CHART 2.1.28 OTHERS

12

BUSINESSMAN

11

STUDENT

18

HOUSE WIFE

98

PROFESSIONAL

61 0

20

40

60

80

100

120

INFERENCE: From the above table we infer that 30.5% of the consumers are professionals ,49% are house wife,9% are students,5.5% are businessmen and 6% are in other occupation.

61 TABLE: 2.1.29 S. No.

Particulars

1

Less than 5000

MONTHLY INCOME No. of Respondents 00

Percentage of Respondents 0%

2

5000-10000

18

20%

3

10000-15000

48

53%

More than 15000

24

27%

TOTAL

90

100%

4

CHART: 2.1.29

50 45 40 35 30 25 20 15 10 5 0 LESS THAN 5000-10000 5000

1000015000

MORE THAN 15000

INFERENCE: From the above table we infer that 0% of the consumers get monthly income less than 5,000,20% get 5,000-10,000,53% get 10,000-15,000 and 27% get more than 15,000.

62 TABLE: 2.1.30 FAMILY MEMBERS S. No. 1 2

Particulars 3 or less than 3 3-4

No. of Respondents

Percentage of Respondents

45

22.5%

99

49.5%

3

4-5

46

23%

4

More than 5

10

5%

TOTAL

200

100%

CHART: 2.1.30 100 90 80 70 60 50 40 30 20 10 0 3 OR LESS THAN 3

4-Mar

5-Apr

MORE THAN 5

INFERENCE: From the above table we infer that 22.5% are 3 or less than 3 members in the family,49.5% are 3-4 members,23% are 4-5 members in the family and 5% are more than 5 members in the family.

63

2.2 STATISTICAL TOOL 2.2.1 WEIGHTED AVERAGE METHOD THE ATTRIBUTES OF SHREEJI MILK AND SHREEJI MILK PRODUCTS. TABLE: 2.2.1a Types It is pure

Rank 1 34

Rank 2 67

Rank 3 15

Rank 4 01

Total 117

It is easily available Competitive price Varieties of Shreeji milk to suit the requirements

23 55 06

36 11 04

53 33 16

07 20 89

119 119 115

Solution: 1. 2. 3. 4.

(34X4) + (67 X 3) + (15X2) +(1 x 1) (23X4) + (36 X 3) + (53X2) +(7 x 1) (55X4) + (11 X 3) + (33X2) +(20x1) (06X4) + (04 X 3) + (16X2) +(89x1)

Weighted Average:

= 368 = 313 = 339 = 157

Total Row Total

1 2 3 4

It is pure : 368/117 = 3.145 It is easily available :313/119 = 2.630 Competitive price : 339/119 = 2.848 Varieties of Shreeji milk to suit the requirements : 157/115 = 1.365 Types

Value

Rank

It is pure

3.145

1

It is easily available

2.630

3

Competitive price

2.848

2

Varieties of Shreeji milk to suit the requirements

1.365

4

64

2.2.2 CHI SQUARE TEST 1. BASED ON GENDER & AWARENESS OF VARIOUS MILK PRODUCTS OF SHREEJI TABLE 2.2.2a GENDER AWARENESS

MALE

FEMALE

TOTAL

YES

18

07

25

NO

85

10

95

TOTAL

103

17

120

HYPOTHESIS: HO: There is no relationship between gender and awareness of various milk products of Shreeji. H1 : There is relationship between gender and awareness of various milk products of Shreeji. Oi 18 07 85 10 TOTAL

Ei 21 04 82 13

(Oi - Ei)2/Ei 0.428 2.225 0.1097 0.6923 3.455

Degree of freedom: (2-1) (2-1) = 1 Level of significance: The table value of chi square for degree of freedom 1 at 5% level of significance is 3.841 Calculated Value < Tabulated value 3.455 < 3.841 Therefore, we ACCEPT HO. Conclusion: There is no relationship between gender and awareness of various milk products of Shreeji. 65 2. BASED ON DURATION OF CONSUMPTION & PURCHASE OF MILK PRODUCTS TABLE 2.2.2b DURATION PURCHASE EARLY

LESS THAN 2 YEARS

MORE THAN 2 YEARS

TOTAL

LESS THAN 2 YEARS

20

21

41

MORE THAN 2 YEARS

8

10

18

TOTAL

28

31

59

HYPOTHESIS: HO: H1: Oi 20 21 08 10 Total

There is no relationship between duration and purchase of Shreeji products earlier. There is relationship between duration and purchase of Shreeji products earlier. Ei 19 22 02 09

(Oi - Ei)2/Ei 0.0526 0.0454 2.0000 0.1111 2.2091

Degree of freedom: (2-1) (2-1) = 1 Level of significance: The table value of chi square for degree of freedom 1 at 5% level of significance is 3.841 Calculated Value < Tabulated value 2.2091 < 3.841 Therefore, we ACCEPT H0. Conclusion: There is no relationship between duration and purchase of Shreeji products earlier. 66

2.2.3 ANOVA 1. BASED ON BRAND & INCOME TABLE 2.2.3a

BR

QUALITY

PRICE

AVAILABILTY

VARIETY

TOTAL

INCOME LESS THAN 20000

19

08

02

01

30

ABOVE 20000

05

02

03

01

11

TOTAL

24

10

05

02

41

ANDS

HYPOTHESIS: HO : H1O: H1 : H11:

There is no relationship in brands. There is no relationship in income. There is relationship in brands. There is relationship in income.

1. Correction factor (C.F)= T2 / N = 412/8 = 210.125 2. ∑ ∑xij2 = 469 3. ∑Ti2 / n = 1021/4 = 255.25 ∑Tj2 / k = 705/2 = 352.5 4. Total sum of square (TSS) = 469 – 210.125 = 258.8 5. Sum of Square between Row (SSR) = 255.25 – 210.125 = 45 6. Sum of Square between Column (SSC) = 352.5 – 210.125 = 142.25 7. Error sum of Square (ESS) = TSS – SSR – SSC = 258.8 – 45 – 142.25 =71.5. 8. Mean Sum of Square: MSR = SSR / K – 1 = 45 / 1 = 45 MSC = SSC / n – 1 = 142.25 / 3 = 47.41 MSE = ESS / (k - 1) (n - 1) 67 = 71.5 / (1) (3) = 23.83 9.

FR = MSR / MSE = 45 / 23.83 = 1.588 FC = MSC / MSE = 47.41 / 23.83

=1.989 FR = (k – 1, (n -1) (k - 1)) = (1, 3) = 10.1 FC = (n – 1, (n -1) (k - 1)) = (1, 3) = 10.1. There fore Accept HO & H1O Conclusion: HO : H1O:

There is no relationship in brands. There is no relationship in income.

68

ANOVA 2. BASED ON GENDER& THEIR SATISFACTION. TABLE 2.2.3b

SATISFATION

SATISFACTION

NEUTRAL

DISSATISFACTION

TOTAL

18

03

02

23

FEMALE

50

04

03

57

TOTAL

68

07

05

80

GENDER MALE

HYPOTHESIS: HO : H1O: H1 : H11 :

There is no relationship in gender. There is no relationship in their level of satisfaction. There is relationship in gender. There is relationship in their level of satisfaction.

1. Correction factor (C.F) = T2 / N = 802/6 = 1066.66. 2.∑ ∑xij2 = 2862 3. ∑Ti2 / n = 3778/3 = 1259.33 ∑Tj2 / k = 4698/2 = 2349 4. Total sum of square (TSS) = 2862 – 1066.66 = 1795.34 5. Sum of Square between Row (SSR) = 1259.33 – 1066.66 = 192.67 6. Sum of Square between Column (SSC) = 2349 – 1066.66 = 1282.34 7. Error sum of Square (ESS) = TSS – SSR – SSC = 1795.34 – 192.67 – 1282.34 =320.33. 8. Mean Sum of Square: MSR = SSR / K – 1 = 192.67 / 1 = 192.67 MSC = SSC / n – 1 = 1282.34 / 2 = 641.17 MSE = ESS / (k - 1) (n - 1) 69 = 320.33 / (1) (2) = 160.165 9. FR = MSR / MSE = 192.67 / 160.165 = 1.202 FC = MSC / MSE

= 641.17 / 160.165 = 4.04 FR = (k – 1, (n -1) (k - 1)) = (1, 2) = 18.5 FC = (n – 1, (n -1) (k - 1)) = (1, 2) = 18.5. There fore Accept HO & H1O

Conclusion: HO : H1O:

There is no relationship in gender. There is no relationship in their level of satisfaction.

70

CHAPTER III 3.1 FINDINGS  It is observed that 60% of the consumers prefer Shreeji milk,27% of the consumers

prefer arokya and 13% of the consumers prefer heritage milk.  It is observed that 3.5% of the consumer prefer1/2 litre and less than ½ litre ,39% of the consumers prefer 1 litre,42.5% of the consumers prefer 1-2 litre and 15% of the consumers prefer more than 2 litres daily.  It is observed that 2.5% of the consumers prefer Shreeji milk less than 1yr,35% of the consumers prefer 1-2 yrs,16.5% of the consumers prefer 2-5yrs and 46% of the consumers prefer more than 5 yrs.  It is observed that 8.5% of the consumers were aware through media,40% of the consumers were aware through word of mouth,19% through banners ,2.5% through leaflets and 30% through others.  It is observed that 87.5% of the consumers think Shreeji milk and milk products are easily available and 12.5% of the consumers think Shreeji milk and milk products are not easily available.  It is observed that 82% of the consumers are aware of the various types of milk sachets of Shreeji and 18% of the consumers are not aware of various types of milk sachets of Shreeji.  It is observed that 30% of the consumers prefer toned milk,31% of the consumers prefer standardised milk,31.5% of the consumers prefer full cream milk and 7.5% of the consumers prefer diet milk.  It is observed that 87.5% of the consumers are aware of the various types of milk products of Shreeji and 12.5% of the consumers are not aware of various types of milk products of Shreeji.  It is observed that 6% of the consumers prefer butter,9% prefer ice cream,22.5% prefer curd,17% prefer flavoured milk,3% prefer cheese ,25% prefer milksweet,5.5 prefer ghee,9% prefer butter milk,3% prefer milk powder .  It is observed that 57% of the consumers say that advertisement should be given in Tv,19% of the consumers say that advertisement should be given in RADIO,19% of the consumers say that advertisement should be given in 71  NEWSPAPER and 5% of the consumers say that advertisement should be given in MAGAZINE.  It is observed that 10% of the consumers influenced by father,44% influenced by mother,36% influenced by husband , 7% influenced by wife,3% influenced by children .

 It is observed that 27% of the consumers are highly satisfied,65% are satisfied,5% are neutral , 1% are dissatisfied,3% are highly dissatisfied.  It is observed that 84% of the consumers feels that Shreeji milk and milk products fulfils their expectations and 16% of the consumers feels that Shreeji milk and milk products does not fulfills their expectations  It is observed that 53% of the consumers prefer that quality should be improved,32% of the consumers prefer that price should be reduced,10% of the consumers prefer that there should be more availiabilty and 5% of the consumers prefer that there should be more varieties.  It is observed that 89% of the consumers think that Shreeji products are more hygienic than others and 11% of the consumers do not think Shreeji products are more hygienic than others.  It is observed that 25% of the consumers buy in Shreeji outlets and 33% of the consumers buy in retail outlets and 42% of the consumers get through door delivery.  It is observed that 14% of the consumers prefer other brand milk for less than 1 year,52.5% of them consume for 1-2 years, 31% of them consume 2-5 years and 2.5% of them consume more than 5 years.  It is observed that 31% of the consumers were aware through media,25% of the consumers were aware through word of mouth,15% through banners ,23% through leaflets and 6% through others.  It is observed that 50% of the consumers chose this brand on the basis of quality,30% of the consumers chose on the basis of price,14% of them chose on the basis of availibilty and 6% of the consumers chose on the basis of variety  It is observed that 6% of the consumers are highly satisfied with the packaging of this brand milk and milk products,9% are satisfied ,22.5% are neutral,17% are dissatisfied and 3% are highly dissatisfied.

72  It is observed that 20% of the consumers are highly satisfied with the brand,65% are satisfied ,10% are neutral,2.5% are dissatisfied and 2.5% are highly dissatisfied.  It is observed that 71% of other brand users have purchased Shreeji milk and milk products and 29% have not purchased Shreeji milk and milk products.

 It is observed that 44% of other brand users have purchased Shreeji milk and milk products less than 1 year,37% have purchased before 1-2 years,19% have purchased before 2-5 years,0 % have purchased before 5-10 years and 0% have purchased more than 10 years.  It is observed that 21% of other brand users have shifted from Shreeji due to price,53% have shifted due to quality,19% have shifted due to non availibility,7% have shifted due to variety.  It is observed that 51% of other brand users are willing to shift to Shreeji if Shreeji milk and milk products are made available near to them and 49% are not willing to shift to Shreeji.  It is observed that 25% of the consumers are male and and 75% are female .  It is observed that 1.5% of the consumers are less than 18 years ,50% are 18-30 years,42% are 30-50 years,6.5% are more than 50 years.  It is observed that 30.5% of the consumers are professionals ,49% are house wife,9% are students,5.5% are businessmen and 6% are in other occupation.  It is observed that 0% of the consumers get monthly income less than 5,000,20% get 5,000-10,000,53% get 10,000-15,000 and 27% get more than 15,000  It is observed that 22.5% are 3 or less than 3 members in the family,49.5% are 3-4 members,23% are 4-5 members in the family and 5% are more than 5 members in the family.

73

3.2 SUGGESTIONS  The consumers feel that the price of the full cream milk should be reduced.

 The researcher suggests that the thickness of toned milk should be improved.  The researchers suggests to increase the number of AVM booth to satisfy more number of customers.  The researchers suggests that more number of retail outlets to be opened in rural areas to attract more customers.  Effective marketing and campaigning should be done to yield more number of customers.

74

3.3 CONCLUSION

The outcome of the study shows that the consumers response is fair.The quality of the toned milk should be improved.Customer care cell should work more effective.The number of AVM booth and retail outlets should be increased in urban and rural areas to yield more customers.Periodical inspection should be done to root out the arising malpractices.The preserveness of milk process should be improved to avoid quick spoilage of milk and milk products.Effective marketing and campaigning has to be done in rural areas so that customers would be well aware about Shreeji milk and milk products.

A STUDY ON CUSTOMERS PREFERENCE OVER MILK AND MILK PRODUCTS-WITH REFERENCE TO SHREEJI Questionnaire I am B.Christina Subhashini an MBAstudent of St.Peter’s Engineering College doing A study on Customers preference over milk and milk products -with reference to Shreeji .Please spare your valuable time in filling this questionnaire which would be very useful for my research study strictly assured information collected from you will be kept confident and will be used only for academic purpose only. Thanking you B.CHRISTINA SUBHASHINI

PART A 1.Name the brand of milk and milk products that you consume? a)Shreeji b)arokya c)Heritage d)Jercy e)others…………………… 2.How much quantity of milk do you consume daily? a)1/2 litre and less than ½ b)1 litre c)1-2litre

d)more than 2litres

If Shreeji please continue otherwise go to question no.19 3.How long are you consuming Shreeji milk and Shreeji milk products? a)Less than1 year b)1-2 years c)2-5years e)More than 5 years 4.How did you come to know about Shreeji milk and milk products? a)Media b)Word of mouth c)Banners d)Leaflets e)Others 5.Do you think Shreeji milk and milk products are easily available? a)Yes b)No 6.Are you aware of the various types of milk sachets of Shreeji? a)Yes b)No 7.Which type of milk do you prefer?

a)Toned milk c)Full cream milk

b)Standardized milk d)Diet milk

8.Are you aware of the various milk products of Shreeji? a)Yes b)No 9.Which milk products do you prefer the most? a)Butter b)Ice cream d)Flavoured milk e)Cheese g)Ghee h)Buttermilk

c)Curd f)Milk sweet i)Milk powder

10.Rank the attributes of Shreeji milk and Shreeji milk products. a)It is pure [] b)It is easily available [] c)Competitive price [] d)Varieties of Shreeji milk to suit the requirements [ ] 11. Which media is more suitable for advertising milk and milk products to enhance the sales? a)T.V b)Radio c)Newspaper d)Magazine. 12.Who influence the purchase of milk and milk products of your family. a)Father b)Mother c)Husband d)Wife e)Children 13.Whether you are satisfied with the packaging of Shreeji milk and milk products. a)Highly satisfied b)Satisfied c)Neutral d)Dissatisfied e)Highly dissatisfied 14.Do you feel Shreeji milk and milk products fulfills all your expectations. a)Yes b)No 15.If no what are the changes do you expect? a)Quality b)Price c)Availibility d)Variety 16.Do you think Shreeji products are more hygienic than others? a)Yes b)No 17.Where do you buy Shreeji milk and milk products? a)Shreeji outlets b)Retail outlets

c)Getting door delivery

18.Suggessions to improve Shreeji milk and milk products……………

IF NOT SHREEJI 19.How long are you consuming this brand milk? a)Less than 1 year b)1-2years d)More than 5 years

c)2-5years

20.How did you come to know about the brand? a)Media b)Word of mouth d)Leaflets e)Others

c)Banners

21.On what basis did you choose this brand? a)Quality b)Price c)Availability d)Variety 22.Whether you are satisfied with the packaging of this brands milk and milk products? a)Highly satisfied b)Satisfied c)Neutral d)Dissatisfied e)Highly dissatisfied 23.Whether you are satisfied with this brand? a)Highly satisfied b)Satisfied d)Dissatisfied d)Highly dissatisfied

c)Neutral

24.Whether you have purchased Shreeji milk and milk products earlier. a)Yes b)No 25.If yes,when you have purchased early. a)Less than 1 year b)1-2years d)5-10years e)More than 10years

c)2-5years

26.Reasons for shifting from Shreeji. a)Price b)Quality c)Non availability d)Variety 27.If Shreeji milk and milk products are made available near to you,will you shift to Shreeji. a)Yes b)No

PART 2 1.Name

:

2.Address

:

3.Sex a)Male

b)Female

4.Age a)Less than 18 years b)30-50 years

b)18-30 years d)More than 50 years

5.Occupation a)Professional d)Businessman

b)House wife e)Others

6.Monthly income a)Less than 5,000 c)10000-15000

b)5000-10000 d)More than 15000

7.Number of members in the family a)3 or less than 3 b)3-4 c)4-5 d)More than 5

c)Student

REFERENCE 1.Marketing

-CROCIER’S ARCOT

2.Customer satisfaction

-KARTHIRESAN AND DR.RADHA

3.Marketing Management -GARY ARMSTRONG,PHILIP KOTLER 4.Research Methodology -KOTHARI WEBSITE

-WWW.Shreeji.com