A project report on consumer perception towards nandini milk

Consumer Perception towards Nandini Milk
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CONTENTS
SL.NO TITLE PAGE NO
EXECUTIVE SUMMARY
ABOUT INDUSTRY
COMPANY PROFILE
RESEARCH METHODOLOGY
DATA ANALYSIS
FINDINGS
SUGGESTIONS
CONCLUSION
APPENDICES
BIBLIOGRAPHY
04-06
07-13
14-37
38-42
43-63
64
65
66
67-72

EXECUTIVE SUMMARY
RBKMUL is one of the member milk unions among 13 unions in the Karnataka state and
functioning at Middle level between the Dairy Co-operative Societies (DCS) member and
Karnataka Milk Federation (KMF) where the milk procurement, pasteurization, processing
and marketing is taking place.
It was a great experience to undergo summer in-plant training on “A Study on Consumer
Perception towards Nandini Milk” at RBKMUL Raichur. During the study I tried my
best to know the various departments of the company, from production to the marketing of
milk. In the first half of my study i.e. Organizational study I found that Marketing
department plays key role in the company.
In this report I tried to know the Consumer Perception towards Nandini milk which may
help the Marketing department of the company as well as to the company. The study
focused on how exactly consumer perceived the Nandini milk. And does the consumer
perceived according to the company? In the findings and suggestion part I tried to find the
answers to the above.
Title of the Project:
“The Study on Consumer Perception towards Nandini Milk”
Objectives of the Study:
1. To know the consumer perception towards Nandini milk.
2. To know the customers’ awareness level.
3. To find the competitors effect on Nandini sales.

Statement of the problem:
Declining Nandini sales due to heavy competition in the market and the lack of loyal
retailers. .
Sources of Data:
1. Primary Data
2. Secondary Data
1. Primary Data: The information is collected from the personal interaction with the
Employees of RBKMUL.
2. Secondary Data: this has been collected through company reports, manuals. And
Information form the internet sources
Information from the materials provided by the concern
Has done marketing survey to know the consumer perception towards Nandini
milk.
Findings:
 The customer awareness level towards Nandini milk is excellent because all the 100
respondents are aware of it.
 From the aware respondents 45% of respondents are using Nandini milk.
 Factors like Quality, taste and price influences more while choosing a brand
respectively. Out of 100 Nandini comes to 65 respondents’ mind when they think of
milk.
 More thickness, same taste and availability are the key reasons for alternative brand
other than Nandini

Suggestions:
o The Nandini brand is having trust name in the market where it operates and
still the market is open for acquire, Company may take advantage of it
through advertisements.
o The company may convince customers that due to less fat thickness of
Nandini is less and that is good for health through advertisements/banners.
o The company may keep one employee as Customer Relationship Executive.
Who will co ordinates between customers and company and also with
retailers who may promote Nandini milk effectively on regular basis.
Limitation of the study:
I. This study covers only Raichur Unit, the part of RBKMUL.
II. The study is restricted for only 4 weeks.
III. The survey made in only 2 to 3 areas of Raichur city
IV. The study only focuses on consumer perception towards Nandini milk
only.

Industrial Profile:

Introduction
On considering the diary industry in India has developed and developing as large industry
and as per the certification of the International Dairy Industry India is the world’s largest
milk producer and large numbers of industries are engaged in routine commercial
production of pasteurized milk and milk products.
Origin of the Milk Industry:
Milk is the nature’s idea of food for infants and growing children in our country, except in
rare cases of lactose intolerance. The importance of milk occupies in our diet has been
recognized since Vedic time, and all modern research has only supported and reinforced
this view. In fact, milk is now considered not only desirable but very much essential to
person from his childhood.
In early days the household have to produce their milk by maintaining their family cows or
buffalos or they should secure from their neighbors. As the urbanization develops only
few households are able to keep a cow for private use. The high production cost, problem
of sanitation etc.., restricted the practice, gradually the family cow in the city was
eliminated and cattle were sent back to the rural areas, as a result farmers began to deliver
milk over routs in the cities. This was the beginning of the fluid milk sheds which are
surrounding the large cities now a day.
As we know milk is having short span of time in normal condition after that which is not
possible to consume, in addition to this lack of suitable transportation and refrigeration
facilities were major draw backs for the milk producers of early days. Meanwhile the
rapidly increasing population caused an imbalance between the demand and supply of
milk. The production and marketing of milk has been considered as a profitable business.

To utilize the above environmental and marketing conditions, the processing and
maintenance units were established by the name of MILK DAIRIES to bridge the s
imbalance between high demand and less supply.
Thus dairying started in India, where the production of milk and its products takes place.
The process of Collecting, Chilling, Pasteurizing the milk and preventing it from the micro
bacteria and packing is called dairying. The Indian dairy industry has grown after 1960’s
then the large number of modern milk plants and factories has been established. India is
the world’s largest milk producing country.
After the independence dairy and animal husbandry taken vital importance. For this lot of
development programs made by the government through Five year plans. This leads to
formation of National dairy Development Board in 1965 and thus in 1970 decided to bring
a White Revolution through out the country. Mr.Verghese Kurien is called as Father of
White Revolution.
Verghese Kurien: born on November 26, 1921 at Kozhikode, Kerala is called the
father of the White Revolution in India. He is also known as the Milkman of India.
He was the chairman of the Gujarat Co-operative Milk Marketing Federation Ltd
.(GCMMF). GCMMF is an apex cooperative organization that manages the Amul food
brand. He is recognized as the man behind the success of the Amul brand. Amul had
revenue of $1b USD in 2006-07. In addition to Kurien, people like Shri Dalaya, VH Shah,
Madhukar Shah, Dr.AR Seth, Dr.Shabnis and Shri Tribhuvandas Patel have also played a
significant role in the progress and development of Amul.
He is credited with being the architect of Operation Flood -- the largest dairy development
program in the world. Kurien helped modernise Anand model of cooperative dairy
development and thus engineered the White Revolution in India, and made India the
largest milk producer in the world. Milk co-operatives were already extant when Kurien
came to Anand and were managed by Tribhuvandas Patel. His uncle, John Mathai, was an
economist who served as India's first Railway Minister and subsequently as India's
Finance Minister.

According to ‘Charaka’, the father of Ayurveda system of medicine explains the
importance of the milk as, milk has ten properties viz, Sweetness, Coldness, Softness,
Unctuousness, Density, Smoothness, Heaviness, Slowness and Charity”
National Dairy Development Board
Introduction:
The government of India constituted the “National Dairy Development Board” in the year
1965 Shri: - Lalbahadur Shastry initiated the setting up of NDDB. The board is registered
under the society’s registration act and public trust at the head office is at Anand and is
organization in to 9 functional divisions.
Objectives of National Dairy Development Board
To sponsor, promote, manage, acquire, construct control any plant or work which
promotes or advances the projects of general public utility reactions to dairying.
1. To make available on request, information services to increase production
development to released to production and marketing of agricultural and food
products.
2. To provide international liaison with other national dairy boards and international
agencies in order to facilitate exchange of information and personnel as well as to
assist in development of dairying in other countries.

SWOT ANALYSIS OF INDIAN DAIRY INDUSTRY
Strengths:
 Demand profile: Absolutely optimistic.
 Margins: Quite reasonable, even on packed liquid milk.
 Flexibility of product mix: Tremendous. With balancing equipment, you can keep on
adding to your product line.
 Availability of raw material: Abundant. Presently, more than 80 per cent of milk
produced is flowing into the unorganized sector, which requires proper channelization.
 Technical manpower: Professionally-trained, technical human resource pool, built
over last 30 years.
Weaknesses:
 Perishability: Pasteurization has overcome this weakness partially. UHT gives milk
long life. Surely, many new processes will follow to improve milk quality and extend its
shelf life.
 Lack of control over yield: Theoretically, there is little control over milk yield.
However, increased awareness of developments like embryo transplant, artificial
insemination and properly managed animal husbandry practices, coupled with higher
income to rural milk producers should automatically lead to improvement in milk yields.
 Logistics of procurement: Woes of bad roads and inadequate transportation facility
make milk procurement problematic. But with the overall economic improvement in India,
these problems would also get solved.
 Problematic distribution: Yes, all is not well with distribution. But then if ice creams
can be sold virtually at every nook and corner, why can’t we sell other dairy products too?
Moreover, it is only a matter of time before we see the emergence of a cold chain linking
the producer to the refrigerator at the consumer’s home!

 Competition: With so many newcomers entering this industry, competition is
becoming tougher day by day. But then competition has to be faced as a ground reality.
The market is large enough for many to carve out their niche.
Opportunities:
"Failure is never final, and success never ending”. Dr Kurien bears out this statement
perfectly. He entered the industry when there were only threats. He met failure head-on,
and now he clearly is an example of ‘never ending successes! If dairy entrepreneurs are
looking for opportunities in India, the following areas must be tapped:
Value addition:
 There is a phenomenal scope for innovations in product development, packaging and
presentation. Given below are potential areas of value addition:
 Steps should be taken to introduce value-added products like shrikhand, ice creams,
paneer, khoa, flavored milk, dairy sweets, etc. This will lead to a greater presence
and flexibility in the market place along with opportunities in the field of brand
building.
 Addition of cultured products like yoghurt and cheese lend further strength - both in
terms of utilization of resources and presence in the market place.
 A lateral view opens up opportunities in milk proteins through casein, caseinates and
other dietary proteins, further opening up export opportunities
 Yet another aspect can be the addition of infant foods, geriatric foods and
nutritional.
Export potential:
 Efforts to exploit export potential are already on. Amul is exporting to Bangladesh,
Sri Lanka, Nigeria, and the Middle East. Following the new GATT treaty,
opportunities will increase tremendously for the export of agri-products in general
and dairy products in particular.

Threats:
Milk vendors, the un-organized sector:
Today milk vendors are occupying the pride of place in the industry. Organized
dissemination of information about the harm that they are doing to producers and
consumers should see a steady decline in their importance.
The study of this SWOT analysis shows that the ‘strengths’ and ‘opportunities’ far
outweigh ‘weaknesses’ and ‘threats’. Strengths and opportunities are fundamental and
weaknesses and threats are transitory. Any investment idea can do well only when you
have three essential ingredients: entrepreneurship (the ability to take risks), innovative
approach (in product lines and marketing) and values (of quality/ethics).
The Indian dairy industry, following its delicensing, has been attracting a large number of
entrepreneurs. Their success in dairying depends on factors such as an efficient yet
economical procurement network, hygienic and cost-effective processing facilities and
innovativeness in the market place. All that needs to be done is: to innovate, convert
products into commercially exploitable ideas. All the time keep reminding yourself:
Benjamin Franklin discovered electricity, but it was the man who invented the meter that
really made the money!

Company Profile
Introduction to RBKMUL:
RBKMUL is one of the member milk union among 13 unions in the Karnataka state and
functioning at Middle level between the Dairy Co-operative Societies (DCS) member and
Karnataka Milk Federation (KMF) where the milk procurement, pasteurization, processing
and marketing is taking place.
Karnataka Milk Federation
Karnataka Milk Federation (KMF) sells products by the name of Nandini. They are
famous for taste and quality. Nandini sweets like pedha, jalebi, paneer, curds and milk are
consumed by thousands of people in India. As the name suggests it is the federation of
milk producers association working on cooperative principles. Almost every district in
state of Karnataka has milk producing co-operatives. The milk is collected from farmers
who are its members, processed and sold in the market by the brand of Nandini.
HISTORY OF KMF
The Karnataka diary development corporation was established in the year 1975 under the
World Bank assistance. The main objective was to organize the Anand pattern milk co-
operative societies and there by helping the farmers to increase the milk production by
getting technical input services and procuring the milk, procured by them around the year.
In order to process and market the milk so collected, diaries and chilling centers where
established in the southern part of Karnataka subsequently I the year 1984. It was
converted into Karnataka milk federation (KMF). The KMF is the apex body according to
National Development Board (NDDB).

Objectives:
1. To propose plan & organize programs for the purpose of the development of dairy &
their agriculture based & attired & biological on an intensive & national wide basis &
to render assistance in the implementation of such program.
2. To adopt the co-operative strategy a more affective manner on an intensive manner on
an intensive & national wide basis and to take such steps as may be a necessary for the
purpose before said.
3. To facilitate research & promotional activities in the field of dairying immensely
animal husbandry, agriculture & horticulture.
4. To import technological know how to such organization in the co-operative or public
sector as are engaged in the production preservation or milk marketing of milk
products.
5. To function as a channelising agency for the import & export of the milk & milk
production & of the milk animals or bulls.
Karnataka Cooperative Milk Producers' Federation Limited:
Karnataka Milk Federation is the Apex Body in Karnataka representing Dairy Farmers'
Co-operatives. It is the third largest dairy co-operative amongst the dairy cooperatives in
the country. In South India it stands first in terms of procurement as well as sales. One of
the core functions of the Federation is marketing of Milk and Milk Products. The Brand
‘Nandini’ is the household name for Pure and Fresh milk and milk products.
KMF has 13 Milk Unions throughout the State which procure milk from Primary Dairy
Cooperative Societies (DCS) and distribute milk to the consumers in various
Towns/Cities/Rural markets in Karnataka.

 The first ever World Bank funded Dairy Development Program in the country
started in Karnataka with the organization of Village Level Dairy Co-operatives in
1974. The AMUL pattern of dairy co-operatives started functioning in Karnataka
from 1974-75 with the
 Financial assistance from World Bank, Operation Flood II & III. The dairy co-
operatives were established under the ANAND pattern in a three tier structure with
the Village Level Dairy Co-operatives forming the base level, the District Level
Milk Unions at the middle level to take care of the procurement, processing and
marketing of milk and the Karnataka Milk Federation as the Apex Body to co-
ordinate the growth of the sector at the State level.
 OBJECTIVES OF KMF:
 The Karnataka Milk Federation is a co-operation apex body in the state of Karnataka
for representing diary farmer’s organization and also implementing diary
development activities to achieve the following objective.
 Providing assured and remunerative market for all the milk produced by the farmer
members
 Providing hygienic milk to urban consumers.
 To build village level institution in cooperative sector to manage dairy activity.
 To ensure providing of milk production inputs processing facilities disseminations
up know how.
 To facilitate rural development by providing opportunities for self employment at
village level preventing migration to urban areas introducing cash economy and
opportunity for steady growth.

13 Milk Unions of KMF
1. Bangalore Milk Union
2. Belgaum Milk Union
3. Bellary Milk Union
4. Bijapur Milk Union
5. D K Milk Union
6. Dharwad Milk Union
7. Gulbarga Milk Union
8. Hassan Milk Union
9. Kolar Milk Union
10. Mandya Milk Union
11. Mysore Milk union
12. Shivmogga Milk Union
13. Tumkur Milk Union
THE GROWTH PROCESS
The growth over the years and activities undertaken by KMF is summarised briefly
hereunder:
1976-77 2007-2008
Dairy Co-operatives Nos 416 11063
Membership Nos 37000 1956163
Milk Procurement Kgs/day 50000 3025940
Milk Sales Lts/day 95050 2129790/:1.77LKPD
Cattle Feed Consumed Kgs/DCS 220 3010
Daily Payment to Farmers Rs.Lakhs 0.90 342
Turnover Rs.Crores 2707.00

World Bank Study – Observations
The World Bank, in its study on the effect of Co-operative dairying in Karnataka, has
pointed out that:
 The villages with Dairy Co-operative Societies are much better off than
those without.
 The families with dairy cattle are economically better than those without
dairy cattle.
 Women who had no control on the household income have better control
in terms of Milk Money
 A single commodity “MILK” has acted as a catalyst in the change in the
Socio-Economic impact of the rural economy.
 There is a positive impact on those at the lower end of the economic
ladder both in terms of landholding and caste.
PERSPECTIVE PLAN 2010
After the closure of OF-III project. Government of Karnataka and NDDB signed an
MOU during February 2000, for further strengthening the Dairy Development Activities in
Karnataka with an outlay of Rs.250 Crores. Consequent to the announcement of new lending
terms and conditions by NDDB through an evolution of an action plan - Perspective 2010 to
enable the dairy cooperatives to face the challenges of the increased demand for milk and
milk products by focusing efforts in the four major thrust areas of Strengthening the
Cooperatives. Enhancing Productivity, Managing Quality and building a National
Information Network, plans are under implementation. The 4 Milk Unions viz., Dharwad,
Tumkur, Bijapur and Gulbarga that were having accumulated losses were included for
rehabilitation program under the Centrally Sponsored Scheme "Assistance to Cooperatives"
which is also under implementation.

UNITS OF KMF:
 KMF has the following Units functioning directly under its control:
 Mother Dairy, Yelahanka, Bangalore.
 Nandini Milk Products, KMF Complex, Bangalore.
 Cattle Feed Plants at Rajanukunte/Gubbi/Dharwad/Hassan
 Nandini Sperm Station (formerly known as Bull Breeding Farm &
Frozen Semen Bank) at Hessaraghatta
 Pouch Film Plant at Munnekolalu, Marathhalli
 Central Training Institute at KMF Complex, Bangalore.
 Quality Control Lab at KMF Complex, Bangalore.
CATTLE FEED PLANTS
To supply 3 varieties of balanced Cattle Feed & Mineral Mixture, Karnataka Milk
Federation owns Four Cattle Feed plants with installed capacity of 500 MTs per day and is
manufacturing 10,000 MTs Cattle Feed on an average per month. Present utilisation of the
plants on an average is 80%.
The plants are located at Rajanukunte, Gubbi, Dharwad and Hassan which are all
ISO Certified Plants.
DEMPO DAIRY INDUSTRIES LIMITED:
The Dempo Dairy Industries Limited, a sick unit Under the BIFR with a dairy at
Aasangi, was taken over by KMF in 1993 under financial assistance from NDDB and
GOK. The Plant is today an ISO-2000 certified plant.

The Dairy has a Powder Plant with a capacity of drying 1.0 Lakh litres per day.
The plant mainly produces Butter, Skimmed Milk Powder and Ghee.
Apart from selling the products under the Nandini brand, it still sells products
under the brand name Bounce (of the erstwhile Dempo Dairy Industries Ltd.) in Goa and
Bombay.
MOTHER DAIRY
(An ISO - 9002 and HACCP IS 15000 Certified Only Dairy in South India)·
Mother Dairy, Bangalore, a Unit of KMF, is set up by NDDB on 7.12.1984. The
Dairy has a unique nature of homogenizing the milk and selling to its consumers through
92 Automatic Bulk Vending Booths and 92 FRP tanks. The Dairy also caters Milk in
sachets and Milk Products through its 289 retailers.
The average sale of milk per day is 2.08 Lakh litres during the year 2005-06. The
entire requirement of milk is procured from Kolar Milk Union. The Dairy produces Butter,
Ghee, Curds, Ice Cream & Skim Milk Powder. The activities of all the Departments at
Mother Dairy are being carried out through an on-line computer system.
ICE CREAM PLANT:
Mother Dairy has an Ice Cream Plant of 3000 Litres per day capacity which was
expanded to 10000 liters. Day during Feb.2006. The plant started functioning from
October 1997, producing Ice cream under Amul brand name as well as Nandini brand
name.
An Ice Cream sale on an average during 2006 is 8000 liters per day.
POWDER PLANT:
Mother Dairy has a Powder Plant with a capacity of 30 Tons/day commissioned on
16.10.2002. Surplus milk from Bangalore, Kolar, Mysore, Mandya, Tumkur, Hassan is
received for conversion.

NANDINI MILK PRODUCTS (NMP):
With the main objective of supplying nutritious milk to the under-privileged
through the Women and Child Welfare Department, the erstwhile Miltone Project was
started during
the year 1973 under assistance from Government of Karnataka. Out of 80,000
beneficiaries, mainly children, more than 70% belonged to Scheduled Caste and
Scheduled Tribe. The production of Groundnut protein enriched Miltone, which was
started in year 1973, was discontinued and Sterilized Flavored Milk was introduced in its
place during the year 1992.
The Miltone Project was renamed as "Nandini Milk Products" in the year 1995
with specialized production of sweet-based milk products, Sterilized Flavored Milk,
Paneer, Khova etc.
Mysore Pak, Premium Cashew Burfi, Premium Badam Burfi are very popular with
the consumers who are highly appreciative of these quality milk products at a reasonable
cost.
Nandini Badam Powder, introduced during January 2000, is being exported to
Singapore in 200 gm packs. Badam Powder in 10 gms pouches was also introduced during
September 2002.

POUCH FILM PLANT:
During the year 1995-96, due to inconsistency in terms of supplies and qualities of
Milk Packing Film by suppliers, KMF decided to establish a Pouch Film Plant as
backward integration.
The Project Report was prepared by Institute of Rural Management, Anand. The
project was established during 1997 with the help of National Co-operative Dairy
Federation of India and Central Institute of Plastics Engineering & Technology (CIPET),
Mysore, as technical consultant.
The Project investment made was Rs.393.36 lakhs.
Pouch Film Plant is situated in Marathally, HAL Road which is about 15 kms from
Bangalore Bus Station.
Present demand for Pouch Film of KMF Units and Member Unions is 3600 MTs per
annum.
The Pouch Film Plant began its commercial production since 1997-98.
The Total Plant capacity is 1200 tons per annum.
The film is being supplied to all the Member Unions & KMF Units based on their
requirement & schedule.
MILK - ESSENTIAL FOR NOURISHMENT:
Milk is nature's ideal food for infants and growing children in our country, except
in rare cases of lactose intolerance. The important place milk occupies in our diet has been
recognized since Vedic times, and all modern research has only supported and reinforced
this view. In fact, milk is now considered not only desirable but essential from the time the
child is born. The baby is recommended to be breast-fed until it is weaned and thereafter
given cow/buffalo/goat/sheep or similar domesticated mammal's milk till he or she reaches
12 years of age.

The National Institute of Nutrition has recommended a minimum of 300 Gms daily intake
of milk for children between 1-3 years of age and 250 Gms for those between 10-12 years,
if they are vegetarian, and 250 Gms and 200 Gms for the same age groups of non-
vegetarian children. In our country, most such adults consume milk only as whiteners for
tea and coffee, some dahi or buttermilk.
WHAT IS MILK?
Milk may be defined as the whole, fresh, clean, lacteal secretion obtained by the
complete milking of one or more healthy milky animals, excluding that obtained within 15
days before or 5 days after calving or such periods as may be necessary to render the milk
practically colostrums-free and containing the minimum prescribed percentages of milk fat
and milk-solids-not-fat. In India, the term 'milk', when unqualified, refers to cow or
buffalo milk, or a combination of the two.
CHEMICAL COMPOSITION OF MILK (%):
Sl.No. Species Water Fat Protein Lactose Ash
1 Cow 86.6 4.6 3.4 4.9 0.7
2 Buffaloes 84.2 6.6 3.9 5.2 0.8
Future Vision of KMF:
To consolidate the gains of Dairying achieved in the state of Karnataka and with a
view of efficiently chill, process and market ever developing and increasing milk
procurement with an utmost emphasis on the quality and in the process conserve the
Socio-Economic interest of rural milk producers.
Mission Statement of RBKMUL:
The Mission of RBKMUL is to provide timely technical facilities to members of Dairy
Co-operatives Society and collection of good quality milk from the members by paying
remunerative price and holds the responsibility of Supplying good quality milk and milk
products to its customers by maintaining the Economic stability of the Union.

Board of Directors in RBKMUL:
S.Timmareddy Chairman (Nominated)
Somshekar reddy Director
B.Suryanaryan Murty Director
G.Satyanarayan Director
Tulasi Director
M.Satyanarayan Director
Nagangouda Director
K.Timmareddy Director
Janaki Director
Satyavati Director
Sudhapranesh Director (N)
Hanmantappa Director (N)
Objectives of the Organization:
 To improve the customer satisfaction index.
 Conservation of Natural Resources and energy by adopting energy management
system for cost effectiveness.
 Improve the quality of milk received from chilling centre bulk coolers.
 To provide assured technical support to members of Dairy Co-operative Societies.
 To provide good quality of milk and milk products to consumers.
 To build village institution Co-operative sector to manage the Dairy activities.

Areas of Operation:
RBKMUL is one of the well established Dairy; the Dairy operates its business in
three Districts at north side of Karnataka.
1. Raichur District.
2. Bellary District
3. Koppal District
Details about Raichur District:
Talukas of Raichur
No. of Registered
Societies
No of Functional
Societies
Milk Collection in
Kgs (Per Day)
Raichur 20 10 1047
Manvi 49 36 5497
Sindhanoor 85 43 13597
Devadurga 06 00 00
Lingasugur 01 00 00
Total 161 89 20141
Bellary District:
Talukas of Bellary Regd. Societies No.of functional
Societies
Milk collection in
Kgs/day
Bellary 58 26 412
Siruguppa 59 24 2266
Hospet 24 05 529
Sandur
14 01 206

Kudligi 51 30 4558
H.B halli 36 34 6693
H. Hadagli 42 25 4876
Total 284 145 19540
Koppal District:
Taluks Regd. Societies No. of Functional
Societies
Milk collection in
Kgs/day
Koppal 36 19 2206
Gangavati 61 37 9765
Yalburga 21 27 2006
Kustagi 17 07 542
Total 135 90 14519
Bellary Milk Union is marketing milk in Bellary, Koppal, and Raichur Districts
through a network of 500 agents, 11 milk parlors and 21 govt. institutions. The average
sale during the year 2008-09 is 90568 LPD. The total demand for liquid milk in the urban
areas of milk union has been estimated at 1.90 lakhs LPD based on population, the union’s
market share is around 47.7%. The private brand share is around 39% in the packet milk
share. Loose milk sale is estimated approximately 0.75 lakhs LPD by vendors sourcing
milk from near by villages.

DEPARTMENTS OF THE RBKMUL:
There are five Departments in RBKMUL they are,
1. Milk Procurement and input section.
2. Purchase Department.
3. Production Department.
4. Administration Department.
5. Finance Department.
6. Marketing Department.

Organization chart of procurement and input department
The union carries procurement by setting up co-operative societies at village level.
Later milk is collected in the chilling center, milk collected from the milk center, is first
tested, there are milk testing equipments for this purpose. Then a survey on availability of
transportation facilitates and productive capacities of villages are conducted. If the
marketable surplus is more than 150 litters per day, a society is formed; further 10
promoters selected from village and are given responsibility of collecting the capital for
society selling shares. Procurement is done twice a day and payment is made on the basis
of percentage of the content Fat and SNF in the milk
After this milk is sent to unions chilling center, whichever is near. At the chilling
center, milk is chilled up to 4 degree Celsius. Letter this chilled milk is to sent to union
insulated tankers for further processing. The main function of this department is to procure
milk from different areas throughout the year
Manager
Procurement wing Technical input
wing
Deputy Manager
Assistant manager
Extension officers
Clerks
Helpers
Deputy Manager
Assistant manager
Clerks

PRODUCTION DEPARTMENT:
Production department is the main department wherein the raw material is
converted into finished into products. At RBKMUL production department is well planned
& adequately equipped manufacturing set up where the entire necessary infrastructure is
available. The quality of the product is also dependant on the production procedure.
In RBKMUL the raw milk is processed to form the good quality of milk. During
the processing the milk is differentiated depending on the contract of FAT & SNF (Solids
Not Fat)
The different types of milk different in quality are
TYPES OF MILK FAT SNF
Full Cream Milk 6% 9%
Toned Milk 3% 8.5%
Standardized milk 4.5% 8.5%
Full Cream Milk 6% 9%
Shubham milk 6% 9%
.

Organization chart of production department:
MANAGER
Deputy manager Office staff
Assistant manager
Technical officer
Senior supervisor
Junior supervisor
Dairy operation
Dairy technician
Dairy worker
Assistant (stores) Assistant
(account)
Clerk Typist

The structure of production department in RBKMUL. Raichur Unit
 Dairy Supervisor
 Senior technician
 Quality control dept
 Packing dept
PRODUCTION PROFILE:
The Raichur Bellary Koppal Milk Union Limited Raichur is producing the Milk and
curd products.
Nandini Toned milk
Shubham Milk
Nandini curd
In RKBMUL the raw milk is processed to form the good quality of milk during the
processing the milk is differentiating depending on the content of fat and SNF (solids not
fat).
The different types of milk with difference in quality are:
TYPES OF MILK CONTENT
Fat (in %) SNF (in %)
Toned milk 3.0 8.5
Shubham Milk 5. 9.

OBJECTIVES OF THE PRODUCTION DEPARTMENT:
1. Maintain the standard quality of the product.
2. Keep the customer satisfaction by qualified products.
3. Cleanliness.
FUNCTIONS OF PRODUCTION DEPARTMENT:
1. Chilling the milk.
2. Pasteurizations of milk.
3. Package & store the milk in the stores at 4°C

FLOW CHART OF PRODUCTION PROCESS
MARKETING DEPARTMENT AND FINANCE DEPARTMENT
NUMBER OF EMPLOYEES DESIGNATION
01 Deputy Manager
01 Marketing Officer
01 Account assistant
01 Administration Assistant
01 Marketing consultant
01 Security guard
01 Computer operator
COLLECTION OF MILK
CHILLING OF RAW MILK
CHILLED MILK STORAGE
PASTEURIZATION
STANDARDIZATION
PACKING
STORAGE

Functions:
 Checking daily sales as per the respective agents.
 Finding new areas where there is demand for milk
 Issue tenders and receiving application for opening for new parlors and agencies.
 Fixing/organizing milk distribution routs
 Sending of milk/milk products are per the indents.
 Attending complaints from the agents.
 Meeting agents to solve their problems.
 Maintaining up date records of milk/milk products sale agents arise/institutional
wise.
 Draws new advertising strategy.
 Financial department Collect the cash from dealers.
Annual Marketing Plan:
The Annual Marketing plan (AMP) 2009-10 is aiming at achieving the sales target
of 1.01 Lakhs LPD by way of market coverage, market penetration and milk marketing
extension work by field marketing staff with assumption that the quality of market milk
will be improved on a continuous basis.
Annual marketing plan is prepared in order to achieve the sales target by various
marketing strategies, market interventions and sales promotional efforts with financial
implications to be evolved in the form of an annual marketing plan to be implemented by
the marketing staff of RBKMUL.

Objectives of Annual Marketing Plan:
a. The basic objectives of preparation of AMP is to evolve the Union’s sales
and marketing strategies during year 2009-10 with the ultimate aim of
increasing the sales volume by fulfilling customer satisfaction, customer
relation and loyalty. The greatest challenge of sales and milk marketing of
the union is to keep up wit the inevitable and constant changes in market
place with the continuous entry of competitors and with the customers’
changing needs and wants in terms of milk product quality and services
associated with its delivery and availability. It provides an insight into apply
the best milk marketing practices in developing sales and marketing
strategies and translating market changes into business opportunities.
Priorities and key objectives of RBKMUL during 2009-10
1. To keep a close watch on the customer needs and expectations on a continuous basis.
2. Studying as to what affects the RBKMUL in the outside marketing environment.
3. Re positioning milk and its products and redefining services in the market.
4. Managing advertisement campaign, direct marketing, publicity, special events etc..
5. Satisfying, retaining and building loyal customer through Customer Relationship
Management
6. Motivating the field marketing team through training.
7. Developing appropriate and area specific channel of distribution of milk and milk
products
8. Controlling and measuring the financial implications of sales and marketing
extension activities.

SWOT Analysis of “RBKMUL”
Strengths
 Strong Brand value and reliability
 Highest market share among the organized brands in packed milk market segment
 Strong distribution of network and better reach
 Good infrastructure facility compared to competitors
 Consistency in quality and timely supply of milk
Weakness:
 Majority of Nandini dealers are not loyal
 Sales based on agents indent
 Miss match between consumers expectation in terms of quality
 No established system for Consumer Grievance Redressal
Opportunities
 A large market with a good potential for liquid milk
 Growing industrial and institutional demand for Nandini milk
 Good scope in opening milk parlors at all Taluks and prime location in the district
head quarters
 Milk delivery can be improved by introducing more and more TCD System at
Bellary ,Raichur, And Hospet cities to meat the market demand
Threats
 High margin paid to retailers by competitors
 Flexibility in trade policy by the competitors
 Strong door delivery system of loose milk vendors

Major Competitors of the RBKMUL:
As per Business market major players in this region are, Arokya, Vijaya, TejaGold,
Ksheera, Krishna and local loose milk sellers.
According to the survey I made in Maddipet area of Raichur, most of the
customers are using Non Nandini brands either Arokya, Teja or loose milk. The common
reason I found that Nandini milk is containing excess amount of water compare to others.
When I discussed about this with marketing manager, he told that most of the Nandini
retailers are not loyal and they are promoting other brands because they offer more margin
to them than Nandini and its variants.

Research Methodology:
Topic Of the study:
“Consumers’ perception towards Nandini milk”
.
Research Objectives:
 To determine Consumers’ perception towards Nandini milk.
 To Study the effectiveness of service offered by Nandini. ( Quality, Price, Door
delivery)
 To know the awareness level of Nandini
 To understand consumer buying behavior of consumers.
 To understand and study the impact of competitors on customers of Nandini milk.
Need of the study:
Try to know the reasons for declining Nandini sales although having good brand name
in the market and to understand the consumers’ changing buying behaviour which may
help the company to promoting its sales through new and effective strategies hence
repositioning milk and milk products and re defining services in the market.
Scope of the study:
 The scope of the project is to know the consumers’ perception towards Nandini
in recent trends.
 The study will help the company to understand the behavior of individual while
purchasing milk.
 The study will help the company to know the expectation of company.
 The study will help the company to make strategies to improve their services to meet
customers’ expectation.
 Scope of my study is restricted only to Raichur city

Limitations of the study:
 Time limitation of 3 weeks.
 Limited area of survey.
 Customers’ lack of interest while giving true feedback.
Sampling and the Testing of hypothesis:
For this research study I have chosen 100 customers as a sample size, among these 30
for pilot study. My sample unit will be 2 to 3 area’s of Raichur city. My sampling
elements will be existing and non existing customers.
Review of earlier projects:
In many earlier projects the competitors’ effect and excess content of water in the Nandini
milk were the major reasons for decreasing its sales. As per the previous surveys,
irregularity in delivery of milk, bad smell and availability of small pouches i.e. 100 ml in
Non Nandini brands made them to shift their brand from Nandini to others.
Data Collection Methods:
The information necessary for this research study is collected by tapping
primary and secondary sources. The sources are as follows:
Primary Sources:
a) Questionnaire
b) Personal interaction
Secondary Sources:
a) Company Websites.
b) Related Information from Internet
c) Company Reports.

SAMPLING PROCESS:
 Population: Customers from the Raichur city.
 Sampling frame: Nijalingappa colony, Venkateshwar colony, Mouleshwar chowk
areas in Raichur.
 Sampling unit: House wives, Professionals.
 Sampling size: 100 units.
 Sampling method: Convenience Sampling
Measurement and Analysis Techniques Using SPSS software
The measurement and evaluation of the data is done using statistical tools and
techniques such as:-
 Simple percentage method
 Graphical representation Using data code sheet.

Hypothesis testing:
For this Survey I have chosen 100 as a sample size, among this 30 as a pilot study and
in this sample size of the consumers Feel Nandini will enhance richness to Tea/Coffee
30% of 100 sample size is considered for pilot study.
100*30/100=30
Out of 30 respondents 18 respondents feel that Nandini will enhance richness to
Tea/Coffee
18/30= 0.60
0.60*100= 60%
Then My Null and alternative hypothesis are,
H0>= More then are Equal to 60% of respondent may say it will enhance richness.
H1<. Then 60% of respondent may not say it will enhance richness.
N=total sample size is 100.
P= .60
.60 (1-.60)
Standard error= 100-1
= .60 X . 40
99
S = 0.049
Po= 57/100
= 0.57

Z= Po-P/S
0.57-0.60/0.049
= 0.612
Conclusion: Accept Ho because it falls under the confidence level i.e. 1.64 it
states that more than 60% of respondents feel Nandini will enhance richness to
Tea/Coffee.

Data analysis and interpretation:
Frequencies
Statistics
Are you aware of Nandini products
100
0
Valid
Missing
N
100 100.0 100.0 100.0yesValid
Frequency Percent Valid Percent
Cumulative
Percent
Are you aw are of Nandini products
yes
Frequency
120
100
80
60
40
20
0
Analysis: 100% of the respondents are aware of Nandini milk.
Interpretation: From the above data it can be said that almost all know about Nandini
milk.

Frequencies
Statistics
How do you come to know about Nandini milk
100
0
Valid
Missing
N
19 19.0 19.0 19.0
16 16.0 16.0 35.0
16 16.0 16.0 51.0
49 49.0 49.0 100.0
100 100.0 100.0
Televison
Newspaper
Banners
Friends and others
Total
Valid
Cumulative
Percent
Friends and othersBannersNewspaperTelevison
Frequency
60
50
40
30
20
10
0
Analysis: Nearly 50% of respondents came to know Nandini milk by friends and
others, 19% by T.V and 32% by both banners and news papers.
Interpretation: We can say half of the respondents know Nandini by Friends and
relatives.

Frequencies
Statistics
Which brand of milk yor are consuming
100
0
Valid
Missing
N
8 8.0 8.0 8.0
45 45.0 45.0 53.0
18 18.0 18.0 71.0
12 12.0 12.0 83.0
17 17.0 17.0 100.0
100 100.0 100.0
Arokya
Nandini
Teja Gold
Vijaya Gold
Anyother
Total
Valid
Cumulative
Percent
I
Anyother
Vijaya Gold
TejaGold
Nandini
Arokya
Analysis: Out of the 100 respondents 45 are consuming Nandini milk, remaining 55 are
using other brands like Teja (18), Vijaya (12), Arokya (8) and 17 others.
Interpretation: A major part respondents are using Nandini milk.

Frequencies
Statistics
Which of the following factors influences to choose the brand ?
100
0
Valid
Missing
N
12 12.0 12.0 12.0
55 55.0 55.0 67.0
22 22.0 22.0 89.0
11 11.0 11.0 100.0
100 100.0 100.0
Price
Quality
taste
Availability
Total
Valid
Cumulative
Percent
Availability
taste
Quality
Price
Analysis: The quality factor of 55%, taste factor 22%, price 12% and availability
11% influences in choosing the brand.
Interpretation: Quality and taste factors (77%) play the major role while choosing a
brand

Frequencies
Statistics
have you ever used nandini milk ?
100
0
Valid
Missing
N
96 96.0 96.0 96.0
4 4.0 4.0 100.0
100 100.0 100.0
yes
no
Total
Valid
Cumulative
Percent
noyes
Frequency
120
100
80
60
40
20
0
Analysis: 96% of respondents are used Nandini milk. Only 4% of them have not used
Nandini yet.
Interpretation: Out of 100 respondents 55 are not consuming Nandini milk, in that
55 more than 50 have used Nandini once.

Frequencies
Statistics
What is your opinion about Nandini milk ?
100
0
Valid
Missing
N
15 15.0 15.0 15.0
18 18.0 18.0 33.0
5 5.0 5.0 38.0
62 62.0 62.0 100.0
100 100.0 100.0
Costly
cheap
Verycostly
Average
Total
Valid
Cumulative
Percent
Average
Verycostly
cheap
Costly
Analysis: 62% of respondents feel Nandini price is average, 18% feels it as cheap and
remaining 20% feels it as a costly.
Interpretation: About 80% of respondents feel Nandini price is OK.

Frequencies
Statistics
Quality of Nandini
100
0
Valid
Missing
N
Quality of Nandini
24 24.0 24.0 24.0
56 56.0 56.0 80.0
20 20.0 20.0 100.0
100 100.0 100.0
Good
Average
Poor
Total
Valid
Cumulative
Percent
Quality of Nandini
Poor
Average
Good
Analysis: 24% of respondents feel Quality of Nandini is good, 56% feel its average
and 20% feel it’s poor.
Interpretation: 56% of respondents feel it’s not bad.

Frequencies
Statistics
How do you rate Nandini milk in
comparison with other brands ?
100
0
Valid
Missing
N
How do you rate Nandini milk in comparison with other brands ?
5 5.0 5.0 5.0
12 12.0 12.0 17.0
51 51.0 51.0 68.0
28 28.0 28.0 96.0
4 4.0 4.0 100.0
100 100.0 100.0
VeryPoor
Bad
Average
Good
Better
Total
Valid
Cumulative
Percent
How do you rate Nandini milk in comparison with other brands ?
How do you rate Nandini milk in comparison w ith other brands ?
BetterGoodAverageBadVeryPoor
Frequency
60
50
40
30
20
10
0
Analysis: 51% says its average, 32% feel well and 17% says it’s not up to the mark.
Interpretation: It shows that more than 65% of respondents not feels too good with
comparing others.

Frequencies
Statistics
Do you feel nandini milk enhance the richness of Tea/Coffee
100
0
Valid
Missing
N
57 57.0 57.0 57.0
43 43.0 43.0 100.0
100 100.0 100.0
Yes
No
Total
Valid
Cumulative
Percent
NoYes
Frequency
60
50
40
30
20
10
0
Analysis: 57% of respondents say Nandini will enhance richness to Tea/Coffee and
43% says its not.
Interpretation: More than 57 respondents agree Nandini will enhance richness to
Tea/coffee.

Frequencies
Statistics
How much are you satisfied with the taste of Nandini milk ?
100
0
Valid
Missing
N
1 1.0 1.0 1.0
59 59.0 59.0 60.0
40 40.0 40.0 100.0
100 100.0 100.0
0 to 30 H.dissatisfied
40 to 70 Satisfied
80 to 100 H.satisfied
Total
Valid
Cumulative
Percent
80 to 100 H.satisfie
40 to 70 Satisfied
0 to 30 H.dissatisfi
Analysis: 40% of respondents are highly satisfied of Nandini and 59% feel its
average.
Interpretation: Most of responses fall within highly satisfied and satisfied range.

Frequencies
Statistics
Thickness
100
0
Valid
Missing
N
Thickness
2 2.0 2.0 2.0
22 22.0 22.0 24.0
62 62.0 62.0 86.0
13 13.0 13.0 99.0
1 1.0 1.0 100.0
100 100.0 100.0
Verybad
bad
Average
Good
better
Total
Valid
Cumulative
Percent
Thickness
better
Good
Average
bad
Verybad
Analysis: 62% of respondents say thickness of Nandini milk is average, 22% of them
says it’s bad and 2% feels it’s too bad.
Interpretation: Only about 13% of respondents feel thickness of Nandini is good.

Frequencies
Statistics
Smell
100
0
Valid
Missing
N
Smell
5 5.0 5.0 5.0
34 34.0 34.0 39.0
46 46.0 46.0 85.0
12 12.0 12.0 97.0
3 3.0 3.0 100.0
100 100.0 100.0
Verybad
Bad
Average
Good
Better
Total
Valid
Cumulative
Percent
Smell
Better
Good
Average
Bad
Verybad
Analysis: 46% feels smell of Nandini is average, 39% says its bad and only 15%
feels it’s good.
Interpretation: Most of the customers are not happy with the smell of the Nandini.

Frequencies
Statistics
Availability/Delivery
100
0
Valid
Missing
N
1 1.0 1.0 1.0
5 5.0 5.0 6.0
52 52.0 52.0 58.0
33 33.0 33.0 91.0
9 9.0 9.0 100.0
100 100.0 100.0
Verybad
Bad
Average
Good
Better
Total
Valid
Cumulative
Percent
BetterGoodAverageBadVerybad
Frequency
60
50
40
30
20
10
0
Interpretation: 52% of respondents say availability of Nandini is average, 33% feels its
good 9% says better only 6% says it’s poor.
Analysis: the above data shows that availability factor is not a problem for Nandini.

Frequencies
Statistics
packing
100
0
Valid
Missing
N
packing
16 16.0 16.0 16.0
49 49.0 49.0 65.0
30 30.0 30.0 95.0
5 5.0 5.0 100.0
100 100.0 100.0
Bad
Average
Good
Better
Total
Valid
Cumulative
Percent
packing
packing
BetterGoodAverageBad
Frequency
60
50
40
30
20
10
0
Analysis:49% of respondents says packaging is average, 30% feels its good 16% of
them says it is poor and 5 0f them feels its too good.
Interpretation: More than 80% of the respondents are do not have complaint in
packaging of Nandini.

Frequencies
Statistics
For health
100
0
Valid
Missing
N
For health
4 4.0 4.0 4.0
50 50.0 50.0 54.0
41 41.0 41.0 95.0
5 5.0 5.0 100.0
100 100.0 100.0
Bad
Average
Good
Better
Total
Valid
Cumulative
Percent
For health
Better
Good
Average
Bad
Analysis: 50% feels Nandini milk is average for health and 41% feels its good for
health. 5% says its too good and only 4% not agree with it.
Interpretation: Only 4% of respondents completely not agreed that Nandini is good
for health.

Frequencies
Statistics
Totaly are you satisfied with Nandini milk ?
100
0
Valid
Missing
N
3 3.0 3.0 3.0
17 17.0 17.0 20.0
47 47.0 47.0 67.0
27 27.0 27.0 94.0
6 6.0 6.0 100.0
100 100.0 100.0
verybad
Bad
Average
Good
Better
Total
Valid
Cumulative
Percent
Better
Good
Average
Bad
verybad
Analysis: 47% of respondents neither satisfied nor dissatisfied with Nandini milk
where 33% of them are satisfied remaining 20% not satisfied.
Interpretation: about 67% of them are not completely satisfied with Nandini milk.
33% are totally satisfied.

Frequencies
Statistics
Which size of packaging do you prefer more ?
100
0
Valid
Missing
N
8 8.0 8.0 8.0
79 79.0 79.0 87.0
13 13.0 13.0 100.0
100 100.0 100.0
250 ml
500 ml
1 Ltr
Total
Valid
Cumulative
Percent
1 Ltr
500 ml
250 ml
Analysis: 79% of respondents prefer 500ml size, 13% prefers 1000 ml and only 8%
prefers 250 ml size.
Interpretation: Major portion of respondents i.e. 79% prefers half liter size and
remaining prefers 1 liter and 250 ml.

Frequencies
Statistics
Hoe do you differentiate with other brand in terms of
100
0
Valid
Missing
N
22 22.0 22.0 22.0
15 15.0 15.0 37.0
9 9.0 9.0 46.0
43 43.0 43.0 89.0
11 11.0 11.0 100.0
100 100.0 100.0
Quality
Service provide
Customer relation
Health conscious
Anyother
Total
Valid
Cumulative
Percent
Hoe do you differentiate w ith other brand in terms of
Anyother
Health conscious
Customer relation
Service provide
Quality
Frequency
50
40
30
20
10
0
Analysis: 43% of respondents differentiate Nandini as health conscious with other
brands 22% differentiates it by quality, 15% by service provided remaining with
other reasons.
Interpretation: most of the respondents differentiate Nandini milk by health
conscious 43% and by quality 22%

Frequencies
Statistics
At what extent the technology has
influenced your buying behavior
100
0
Valid
Missing
N
At what extent the technologyhas influenced your buying behavior
8 8.0 8.0 8.0
25 25.0 25.0 33.0
63 63.0 63.0 96.0
2 2.0 2.0 98.0
2 2.0 2.0 100.0
100 100.0 100.0
Most
Somewhat
Don't Know
Not
Anyother
Total
Valid
Cumulative
Percent
At what extent the technology has influenced your buying behavior
Anyother
Not
Don't Know
Somewhat
Most
Analysis: 63% of respondents do not know whether technology has changed their
buying behaviour, 25% feels some what it does and 8%says it influenced the most.
Interpretation: Technology has not influenced buying behavior of the most of the
customers.

Frequencies
Statistics
Which brand comes to your mindwhen you think of milk ?
100
0
Valid
Missing
N
11 11.0 11.0 11.0
65 65.0 65.0 76.0
13 13.0 13.0 89.0
6 6.0 6.0 95.0
5 5.0 5.0 100.0
100 100.0 100.0
Arokya
Nandini
Teja gold
Vijaya
Anyother
Total
Valid
Cumulative
Percent
Anyother
Vijaya
Tejagold
Nandini
Arokya
Analysis: For 65% of respondents says Nandini brand comes to their mind when they
think of milk.

Frequencies
Statistics
Reasons for the alternative brand.
100
0
Valid
Missing
N
9 9.0 9.0 9.0
34 34.0 34.0 43.0
16 16.0 16.0 59.0
40 40.0 40.0 99.0
1 1.0 1.0 100.0
100 100.0 100.0
Same price
Same quality
Same taste
Anyother
5
Total
Valid
Cumulative
Percent
5
Anyother
Same taste
Same quality
Same price
Analysis: 34% respondents’ reason for alternative brand other than Nandini is same
quality, 16% is same taste and 40% are other reasons like thickness, availability etc.

Findings:
 The customer awareness level towards Nandini milk is excellent because all the 100
respondents are aware of it.
 From the aware respondents 45% of respondents are using Nandini milk.
 Factors like Quality, taste and price influences more while choosing a brand
respectively.
 Only 24% of respondents feels quality of Nandini milk is good where 56% of are
in- between good and bad.
 Only 32% 0f respondents say Nandini milk is better with comparison of others.
 47% of respondents do not agree to that Nandini will enhance richness to
Tea/coffee.
 40% of respondents feels that Nandini’ taste is good where 59% feels its average.
 Only 13% of respondents are totally satisfied with the thickness of Nandini.
 39% of respondents feel Nandini milk is having bad smell.
 More than 80% do not have any complaint regarding packaging of Nandini.
 Only 4% feels Nandini is not good for health.
 Only 33% of respondents are totally satisfied with the performance of Nandini milk.
 Most of the respondents prefer 500 ml. size of packaging i.e. nearly 80%.
 43% of respondents differentiate Nandini as health conscious milk with other
brands.
 Out of 100 Nandini comes to 65 respondents’ mind when they think of milk.
 More thickness, same taste and availability are the key reasons for alternative brand
other than Nandini.

Suggestions/Recommendations:
o The Nandini brand is having trust in the market where it operates and still the market
is open for acquire, Company may take advantage of it through advertisements.
o The company may convince customers that due to less fat thickness of Nandini is
less and that is good for health through advertisements/banners.
o The company may keep one employee as Customer Relationship Executive. Who
will co ordinates between customers and company and also with retailers who may
promote Nandini milk effectively on regular basis.
o Like Bangalore Union they may open Coin milk parlors at suitable places.
o It will be better if the company takes some necessary actions to reduce bad smell
o In addition to above these company can have close watch on customers to know
their changing needs and wants. And also on competitors for benchmarking.
.

Conclusion:
After interacting with the marketing officer and other employees of
RBKMUL and the survey I made in Raichur city, Milk adulteration, lack of
loyal retailers and unethical competitors who use harmful chemicals to
increase thickness and durability to promote sales are the big threat to the
Nandini milk. Although still Nandini is having good reputation and brand
image for its factors like less price, health conscious and experienced player
in the market.

Appendices:
Questionnaire on Marketing Survey.
PERSONAL INFORMATION OF CUSTOMER
Name: ………………………………….
Age: …………..
Gender: Male…… Female:…………
Qualification:
Occupation:
Income:
Family size:
No of Children below 12:
Address
Contact No:
QUESTIONNAIRE

1) Are you aware of Nandini milk?
Yes No
If Yes
2) How did you come to know about Nandini milk?
Televison
Newspaper
Banners
Friends and others
3) Which brand of milk are you consuming?
 Arokya  Nandini  Teja gold  Vijaya gold  any other ……
4) Which of the following factors influences you to choose the brand?
 Price  Quality  Taste  Availability  Packaging
 Any other …..
5) Have you ever used Nandini milk?
 Yes No
6) What is your opinion about Nandini’s price
Costly Cheap
Very costly Average

7) Quality of Nandini milk
Good Average Poor
8) How do you rate Nandini milk in comparison with other brands?
Very poor Bad Average Good Better
9) Do you feel that Nandini milk enhance the richness of Tea/coffee?
Yes No
10) How much are you satisfied with the taste of Nandini Milk?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Highly Satisfied High
Dissatisfied satisfied
11) Rate the following factors with respect to Nandini milk.
Thickness

Very bad Bad Average Good Better
Smell
Packaging
For Health
13) How do you rate Nandini milk with consideration of Durability?
14) Totally are you satisfied with Nandini milk?
15) Among the following which brand you prefer in Nandini & other brands rate the
factors

Rating
Features Taste
Quality Thickness Price Packaging
Nandini
Any other
brand
Excellent =5 Very good =4 Good = 3
Bad = 2 Very bad =1
16) Which size of packaging do you prefer more?
1)100 ml 2) 250 ml 3) 500 ml 4) 1 liter.
17) How do you differentiate Nandini with other brand in terms of, (Mark any One)
1) Quality 2) Service provided 3) Customer relation 4) Health conscious
5) Any other ….
18) At what extent the technology has influenced your buying behavior
 Most  Somewhat  don’t know  Not  Not at all
19) Which brand comes to your mind when you think of milk?
 Arokya  Nandini
Teja Gold  Vijaya  Any other …..
20) Which will be your alternative brand of milk?
 ……
21) Reasons for the alternative brand.

 Same price  same quality  same taste  any other ….
22) Any suggestions for Nandini milk?
… …………………………..
……………………………...
……………………………..
Thank you

Bibliography:
Books;
1. Principles of Marketing by Philip Kotler.
2. Marketing research by Parashuraman.
3. Consumer Behaviour by Paul Samuel.
Websites:
WWW.Kmfnandini.com
WWW.NDDB.com

A project report on consumer perception towards nandini milk

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