CONSUMER PERCEPTION ABOUT VERKA PRODUCTS

Robin Gupta (130423361)

Introduction

The Punjab State Cooperative Milk Producers’ Federation Limited popularly known as MILKFED Punjab, came into existence in 1973 with a twin objective of providing remunerative milk market to the Milk Producers in the State by value addition and marketing of produce on one hand and to provide technical inputs to the milk producers for enhancement of milk production on the other hand.

Contd…

First verka Milk Plant of the State was setup near the Amritsar.The brand name of Milk and Milk Products was adopted as verka.Commissioning of the Plant was done by Dairy DevelopmentCorporation in 1974.

Objectives of Milkfed

To provide remunerative prices to milk producers by value addition and marketing of produce.

To provide technical inputs for enhancement of milk production on the other hand.

To carry out activities for promoting production, procurement processing and marketing of milk and milk products for economic development of the farming community.

To purchase and/or erect buildings, plants, machinery and other ancillary equipment to carry out business.

To study problems of mutual interest related to production,  procurement and marketing of dairy and allied products.

Company Profile

NAME: Verka Milk Plant. ADDRESS: Verka Milk Plant sirhind road, Patiala

Punjab RAW MATERIAL: Milk. PRODUCTS: Pasteurized milk, Special kheer,

Ghee, Curd, Cheese, Milk Cake, Sweet flavored milk, WORKING HOURS: 24 hours (2 shifts). TOTAL WORKERS: 158 Capacity 1 Lakh Ltrs per

day.

Profile of the unit

The elegant building situated on the Sirhind road just before we enter in Patiala from Punjab is that of Milk Plant. It started its production in 1979. Its name was registered as “The Patiala Distt. Co-operative Milk Producers Union Ltd. patiala”. It has been registered under Punjab Co-operative Societies Act 1961 on 24 March 1973. This union started its milk procurement from March 1974.

Location and layout

Selection of routes

Main products manufactured at the unit

Pasteurized Milk. Milk Powder KHEER. Sweetened

Flavoured Milk (PIO).

Milk Cake. Cheese. Curd.

Marketing department

According to Prof. Phillip Kotler”Marketing is the human activity directed as satisfying need and wants through the exchange process”.

Marketing is the process through which producers and consumers of various goods are brought together in an exchange relationship and the transfer of ownership takes place.

Domestic marketing activities Through telephone Through supply Payment and balance system Return of milk Advertisement and sales promotion

Research Methodology

There are two types of data sources: Primary sources Secondary sourcse

Data analysis and interpretation

A questionnaire was developed to collect the primary data.

Sample size of 100 respondents was considered.

Patiala was selected as a geographical location.

Are you the regular of consumer of verka products?

95%

5%

PercentageYes No

Do you recommend the verka product?

70%

30%

PercentageYes No

Do you aware about brands of similar products?

85%

15%

Percentage

Do you satisfied with present packaging of verka products?

40%

60%

PercentageYes No

You wants to vary the size? By what amount?

300gm 500gm 1kg All05

1015202530354045

Percentage

Percentage

From where you purchase VERKA products?

Agency Distributor whole seller Retail store0

10

20

30

40

50

60 Percentage

Percentage

Are you satisfy with supply of Verka products?

yes no0

20

40

60

80

100

120

Percentage

Percentage

Are you satisfied with quality of Verka products?

95%

5%

PercentageYes No

Do you want additional flavor?

75%

25%

PercentageYes No

Do you want additional ingredients in the products?

92%

8%

PercentageYes No

Do you satisfy with price of verka products?

85%

15%

Chart Titleyes no

Do you satisfy with price of verka products?

85%

15%

Chart Titleyes no

DO you have any bad experience with Verka?

85%

15%

Percentage

Do you satisfy with Verka?

94%

6%

Chart Titleyes no

Findings

The maximum no. of people in Patiala are the regular consumers of verka products. Only 5% out of 100 are not the regular consumers of verka products.

According to 100 respondents 70% says that they recommend the verka products and rest 30% says that they don’t recommend it.

According to 100 respondents 85% says that they are not aware about the brands of similar products and else 15% says that they are aware.

According to 100 respondents 60 % says that they are not satisfied with packaging and else says 40% that they are satisfied with that.

Maximum people i.e. 40% want to vary the size of product packaging in all variants i.e. 300 gm, 500gm and 1 kg.

Contd…

Most of the consumers (55%) buy the products from the agency and minimum i.e. 10% from the whole seller.

Almost all the respondents i.e. 98% are satisfied with the supply of the verka products.

95% of the respondents are satisfied with the quality of the verka products.

92% of the respondents are in favor of additional ingredients like dry fruits in the products.

Majority(85%) of the respondents are satisfied with the price of verka products. And the rest want the price to be round figured.

Very few respondents have bad experience with verka i.e. 15%.

On the whole 94% of respondents are satisfied with the brand verka and its products.

Limitations

Due to patiala being a large city, it was not possible to interact with people from all over the city or even district.

Few consumers were reluctant to fill the questionnaire as they perceived us as sale men and also shown reluctance in giving their contact numbers.

Time period for the project execution was less as ample time could not be given to each customer and vice versa as they have to fulfill their other obligations also.

Interaction with dealers was also difficulty as they were busy with their customers most of the time.

There is no measure to check out whether the information provided by the consumers is correct or not.

Recommendations

Regarding products Regarding place

Recommendations regarding promotions

Using electronic and print media for information dissemination.

Inviting people for plant visits on weekends.

Toll free telephone for customer feedback.

Recommendations regarding pricing

Introduction of coupon system. Pricing in round figures.

Thank you