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 PAGE NO

1 CHAPTER 1

INTRODUCTION

1.1 OUT LINE OF THE PROJECT

1.1.1 NEED FOR THE STUDY

1.1.2 SCOPE OF THE STUDY

1.1.3 OBJECTIVES OF THE STUDY

1.1.4 LIMITATION OF STUDY

1.1.5 RESEARCH METHODOLOGY

1.1.6 CHAPTERIZATION

1.2 LITERATURE REVIEW

1.2.1 COMPANY PROFILE

1.2.2 PRODUCT PROFILE

1

4

5

6

7

8

13

14

31

2 CHAPTER 2

DATA ANALYSIS AND INTERPRETATION

2.2.1 PERCENTAGE ANALYSIS

2.2 STATISTICAL TOOLS

2.2.1 WEIGHTED AVERAGE

2.2.2.a. CHI SQUARE TEST

2.2.2.b CHI SQUARE TEST

2.2.3.a. ANOVA

2.2.3.b. ANOVA

33

63

64

65

66

68

3 CHAPTER 3

3.1 FINDINGS

3.2 SUGGESTIONS

3.3 CONCLUSION

70

73

74

4 APPENDICES

REFERENCES

LIST OF TABLES

S.NO TITLE PAGE NO

2.1.1 BRANDS OF MILK 33

2.1.2 CONSUMPTION OF MILK PER DAY 34

2.1.3 CONSUMPTION OF MILK AND MILK

PRODUCTS BY SHREEJI USERS.

35

2.1.4 AWARENESS OF SHREEJI MILK AND MILK

PRODUCTS.

36

2.1.5 AVAILIBILITY OF SHREEJI MILK AND MILK

PRODUCTS.

37

2.1.6 AWARENESS OF MILK SACHETS OF SHREEJI. 38

2.1.7 PREFERENCE OF MILK. 39

2.1.8 AWARENESS OF SHREEJI MILK PRODUCTS 40

2.1.9 PREFERENCE OF MILK PRODUCTS 41

2.1.10 TYPE OF MEDIA SUITABLE FOR SHREEJI MILK

PRODUCTS.

42

2.1.11 INFLUENCER ON PURCHASE OF MILK

PRODUCTS.

43

2.1.12 LEVEL OF SATISFACTION TOWARDS THE

PACKAGE OF SHREEJI MILK.

44

2.1.13 DO THE SHREEJI MILK PRODUCTS FULFILLS

THE EXPECTATIONS.

45

2.1.14 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 WHERE DO YOU GET SHREEJI PRODUCTS 48

2.1.17 DURATION OF CONSUMPTION OF OTHER

BRAND MILK.

49

2.1.18 MODE OF AWARENESS OF OTHER BRAND

MILK.

50

2.1.19 BASED ON CHOOSING OF BRAND 51

2.1.20 LEVEL OF SATISFACTION OF OTHER BRAND

MILK.

52

2.1.21 LEVEL OF SATISFACTION TOWARDS PACKAGE

OF OTHER BRAND MILK.

53

2.1.22 PURCHASE OF SHREEJI MILK PRODUCTS OF 54

OTHER BRAND MILK

2.1.23 PURCHASE OF SHREEJI MILK PRODUCTS

EARLIER BY OTHER BRAND USERS

55

2.1.24 REASONS FOR SHIFTINGFROM SHREEJI 56

2.1.25 WILLINGNESS TO SHIFT TO SHREEJI FROM

OTHER BRANDS

57

2.1.26 SEX 58

2.1.27 AGE 59

2.1.28 OCCUPATION 60

2.1.29 INCOME 61

2.1.30 FAMILY MEMBERS 62

LIST OF CHARTS

S.NO TITLE PAGE NO

2.1.1 BRANDS OF MILK 33

2.1.2 CONSUMPTION OF MILK PER DAY 34

2.1.3 CONSUMPTION OF MILK AND MILK

PRODUCTS BY SHREEJI USERS.

35

2.1.4 AWARENESS OF SHREEJI MILK AND MILK

PRODUCTS.

36

2.1.5 AVAILIBILITY OF SHREEJI MILK AND MILK

PRODUCTS.

37

2.1.6 AWARENESS OF MILK SACHETS OF

SHREEJI.

38

2.1.7 PREFERENCE OF MILK. 39

2.1.8 AWARENESS OF SHREEJI MILK PRODUCTS 40

2.1.9 PREFERENCE OF MILK PRODUCTS 41

2.1.10 TYPE OF MEDIA SUITABLE FOR SHREEJI MILK

PRODUCTS.

42

2.1.11 INFLUENCER ON PURCHASE OF MILK

PRODUCTS.

43

2.1.12 LEVEL OF SATISFACTION TOWARDS THE

PACKAGE OF SHREEJI MILK.

44

2.1.13 DO THE SHREEJI MILK PRODUCTS FULFILLS

THE EXPECTATIONS.

45

2.1.14 CHANGES EXPECTED FROM SHREEJI USERS 46

2.1.15 DO SHREEJI MILK PRODUCTS ARE MORE

HYGEINIC.

47

LIST OF CHARTS

S.NO TITLE PAGE NO

2.1.16 WHERE DO YOU GET SHREEJI PRODUCTS 48

2.1.17 DURATION OF CONSUMPTION OF OTHER

BRAND MILK.

49

2.1.18 MODE OF AWARENESS OF OTHER BRAND

MILK.

50

2.1.19 BASED ON CHOOSING OF BRAND 51

2.1.20 LEVEL OF SATISFACTION OF OTHER BRAND

MILK.

52

2.1.21 LEVEL OF SATISFACTION TOWARDS PACKAGE 53

OF OTHER BRAND MILK.

2.1.22 PURCHASE OF SHREEJI MILK PRODUCTS OF

OTHER BRAND MILK

54

2.1.23 PURCHASE OF SHREEJI MILK PRODUCTS

EARLIER BY OTHER BRAND USERS

55

2.1.24 REASONS FOR SHIFTINGFROM SHREEJI 56

2.1.25 WILLINGNESS TO SHIFT TO SHREEJI FROM

OTHER BRANDS

57

2.1.26 SEX 58

2.1.27 AGE 59

2.1.28 OCCUPATION 60

2.1.29 INCOME 61

2.1.30 FAMILY MEMBERS 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-of-

entry 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

81.1.5 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 specifictopic.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 Design1.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.

141.2 LITERATURE REVIEW

1.2.1COMPANY PROFILEThe 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 off-

take.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 Co-

operative 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 Co-

operative 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 2002-

2003 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.

25THE 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 2002-

03, 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.

27GENERAL 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

DEC’2000)(MTS)

1. SMP 5146 3544

2. BUTTER 3592 2524

3. GHEE 4414 2954

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        A.V.M

        Card                        Cash Card         Cash

Toned Milk

(Fat 3.0% SNF 8.5%)Rs.12.50 Rs.14.00

 

StandardisedMilk(Fat 4.5% SNF 8.5%)

Rs 14.50

Rs.16.00

 

Rs14.00   14.50

Full Cream Milk(Fat 6% SNF 9.0%)

Rs.16.50 Rs 18.00  

Tea Mate Milk(Fat 2.5%SNF 10.5%)

  Rs 15.00           Rs 13.00   

32

SNF: Solid Non Fat            Color of the packet   :   Blue       = Tone milk                                                  Green     = Standardised milk                                                   Red         = Full cream milk                                                   Violet     = 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 sticks-

cones.

Milk Sweets Gulab Jamun,Mysur paku,Kalakandh,Cartons-500gms/1kg.

Butter Masala Butter Milk Salted-100 gms/200gms/500gms/20kg

plain-100gms/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

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

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

1 HALF LITRE AND

LESS THAN HALF

07 3.5%

2 ONE LITRE 78 39%

3 1 TO 2 LITRE 85 42.5%

4 MORE THAN 2

LITRES

30 15%

TOTAL 200 100%

CHART: 2.1.2

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

YEARS

55 46%

TOTAL 120 100%

CHART: 2.1.3

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

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

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

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

1 YES 98 82%

2 NO 22 18%

TOTAL 120 100%

CHART: 2.1.6

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 MILKS. No. Particulars No. of Respondents Percentage of Respondents

1 TONED 36 30%

2 STANDARDISED 37 31%

3 FULL CREAM 38 31.5%

4 DIET 09 7.5%

TOTAL 120 100%

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

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

1 YES 105 87.5%

2 NO 15 12.5%

TOTAL 120 100%

CHART: 2.1.8

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

S. No. Particulars No. of Respondents Percentage of Respondents

1 BUTTER 07 6%

2 ICECREAM 11 9%

3 CURD 27 22.5%

4 FLAVOUREDMILK 20 17%

5 CHEESE 04 3%

6 MILKSWEET 30 25%

7 GHEE 07 5.5%

8 BUTTERMILK 11 9%

9 MILKPOWDER 03 3%

TOTAL 120 100%

CHART: 2.1.9

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 .

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TABLE: 2.1.10

TYPE OF MEDIA SUITABLE FOR ADVERTISING MILK PRODUCTSS. 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%

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

INFLUENCER ON PURCHASE OF MILK PRODUCTSS. No. 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

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 MILKS. 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%

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 EXPECTATIONS. No. Particulars No. of Respondents Percentage of Respondents

1 YES 101 84%

2 NO 19 16%

TOTAL 120 100%

CHART: 2.1.13

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

CHANGES EXPECTED FROM SHREEJI USERSS. No. 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

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

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

1 YES 107 89%

2 NO 13 11%

TOTAL 120 100%

CHART: 2.1.15

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.

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TABLE: 2.1.16

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

1 SHREEJI OUTLETS 30 25%

2 RETAIL OUTLETS 40 33%

3 GETTING DOOR

DELIVERY

50 42%

TOTAL 120 100%

CHART: 2.1.16

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

DURATION OF CONSUMPTION OF OTHER BRAND MILKS. No. 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

YEARS

2 2.5%

TOTAL 80 100%

CHART: 2.1.17

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

MODE OF AWARENESS OF OTHER BRAND MILKS. No. 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%

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.

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TABLE: 2.1.19

BASES ON CHOOSING OF BRANDS. No. 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

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

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TABLE: 2.1.20

LEVEL OF SATISFACTION OF OTHER BRAND MILKS. 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%

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.

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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%

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.

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TABLE: 2.1.22

PURCHASE OF SHREEJI MILK PRODUCTS OF OTHER BRAND USERSS. No. Particulars No. of Respondents Percentage of Respondents

1 YES 57 71%

2 NO 23 29%

TOTAL 80 100%

CHART: 2.1.22

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

YEARS

0 0%

TOTAL 57 100%

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.

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TABLE: 2.1.24

REASONS FOR SHIFTING FROM SHREEJIS. No. 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

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.

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TABLE: 2.1.25

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

1 YES 41 51%

2 NO 39 49%

TOTAL 80 100%

CHART: 2.1.25

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.

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TABLE: 2.1.26

SEXS. No. Particulars No. of Respondents Percentage of Respondents

1 MALE 50 25%

2 FEMALE 150 75%

TOTAL 200 100%

CHART: 2.1.26

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

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TABLE: 2.1.27

AGES. No. Particulars No. of Respondents Percentage of Respondents

1 LESS THAN 18

YEARS

03 1.5%

2 18-30 YEARS 100 50%

3 30-50 YEARS 84 42%

4 MORE THAN 50

YEARS

13 6.5%

TOTAL 200 100%

CHART: 2.1.27

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.

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TABLE: 2.1.28

OCCUPATIONS. No. Particulars No. of Respondents Percentage of Respondents

1 PROFESSIONAL 61 30.5%

2 HOUSE WIFE 98 49%

3 STUDENT 18 9%

4 BUSINESSMAN 11 5.5%

5 OTHERS 12 6%

TOTAL 200 100%

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.

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TABLE: 2.1.29

MONTHLY INCOMES. No. Particulars No. of Respondents Percentage of Respondents

1 Less than 5000 00 0%

2 5000-10000 18 20%

3 10000-15000 48 53%

4 More than 15000 24 27%

TOTAL 90 100%

CHART: 2.1.29

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.

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TABLE: 2.1.30

FAMILY MEMBERS

S. No. Particulars No. of Respondents Percentage of Respondents

1 3 or less than 3 45 22.5%

2 3-4 99 49.5%

3 4-5 46 23%

4 More than 5 10 5%

TOTAL 200 100%

CHART: 2.1.30

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.

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2.2 STATISTICAL TOOL2.2.1 WEIGHTED AVERAGE METHOD

THE ATTRIBUTES OF SHREEJI MILK AND SHREEJI MILK PRODUCTS.TABLE: 2.2.1a

Types Rank1

Rank2

Rank3

Rank4

Total

It is pure 34 67 15 01 117

It is easily available 23 36 53 07 119

Competitive price 55 11 33 20 119

Varieties of Shreeji milk to suit the requirements

06 04 16 89 115

Solution:

1. (34X4) + (67 X 3) + (15X2) +(1 x 1) = 3682. (23X4) + (36 X 3) + (53X2) +(7 x 1) = 313 3. (55X4) + (11 X 3) + (33X2) +(20x1) = 3394. (06X4) + (04 X 3) + (16X2) +(89x1) = 157

Weighted Average: Total

Row Total

1 It is pure : 368/117 = 3.145 2 It is easily available :313/119 = 2.6303 Competitive price : 339/119 = 2.848 4 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

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2.2.2 CHI SQUARE TEST

1. BASED ON GENDER & AWARENESS OF VARIOUS MILK PRODUCTS OF SHREEJI

TABLE 2.2.2a

GENDERAWARENESS

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 Ei (Oi - Ei)2/Ei

18 21 0.42807 04 2.22585 82 0.1097

10 13 0.6923TOTAL 3.455

Degree of freedom: (2-1) (2-1) = 1Level of significance:The table value of chi square for degree of freedom 1 at 5% level of significance is 3.841

Calculated Value < Tabulated value3.455 < 3.841

Therefore, we ACCEPT HO.

Conclusion:There is no relationship between gender and awareness of various milk products of Shreeji.

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2. BASED ON DURATION OF CONSUMPTION & PURCHASE OF MILK PRODUCTS

TABLE 2.2.2b

DURATIONPURCHASEEARLY

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: There is no relationship between duration and purchase of Shreeji products earlier.

H1: There is relationship between duration and purchase of Shreeji products earlier.

Oi Ei (Oi - Ei)2/Ei20 19 0.052621 22 0.045408 02 2.000010 09 0.1111

Total 2.2091

Degree of freedom: (2-1) (2-1) = 1Level of significance:The table value of chi square for degree of freedom 1 at 5% level of significance is 3.841

Calculated Value < Tabulated value2.2091 < 3.841

Therefore, we ACCEPT H0.

Conclusion:

There is no relationship between duration and purchase of Shreeji products earlier.

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2.2.3 ANOVA

1. BASED ON BRAND & INCOME

TABLE 2.2.3a

BRANDS INCOME

QUALITY PRICE AVAILABILTY VARIETY TOTAL

LESS THAN 20000

19 08 02 01 30

ABOVE 20000 05 02 03 01 11

TOTAL 24 10 05 02 41

HYPOTHESIS:

HO : There is no relationship in brands.H1

O: There is no relationship in income.H1 : There is relationship in brands.H1

1: 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 = 352.54. Total sum of square (TSS) = 469 – 210.125 = 258.85. Sum of Square between Row (SSR) = 255.25 – 210.125 = 456. Sum of Square between Column (SSC) = 352.5 – 210.125 = 142.257. 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 : There is no relationship in brands.H1

O: There is no relationship in income.

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ANOVA

2. BASED ON GENDER& THEIR SATISFACTION.

TABLE 2.2.3b

SATISFATION GENDER

SATISFACTION NEUTRAL DISSATISFACTION TOTAL

MALE 18 03 02 23

FEMALE 50 04 03 57

TOTAL 68 07 05 80

HYPOTHESIS:

HO : There is no relationship in gender.H1

O: There is no relationship in their level of satisfaction.H1 : There is relationship in gender.H1

1 : There is relationship in their level of satisfaction.

1. Correction factor (C.F) = T2 / N = 802/6 = 1066.66.2.∑ ∑xij

2 = 28623. ∑Ti2 / n = 3778/3 = 1259.33 ∑Tj2 / k = 4698/2 = 23494. Total sum of square (TSS) = 2862 – 1066.66 = 1795.345. Sum of Square between Row (SSR) = 1259.33 – 1066.66 = 192.676. Sum of Square between Column (SSC) = 2349 – 1066.66 = 1282.347. 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 & H1

O

Conclusion:

HO : There is no relationship in gender.H1

O: There is no relationship in their level of satisfaction.

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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.

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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.

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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)arokyac)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 b)Standardized milk

c)Full cream 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 c)Curdd)Flavoured milk e)Cheese f)Milk sweetg)Ghee h)Buttermilk 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)Husbandd)Wife e)Children

13.Whether you are satisfied with the packaging of Shreeji milk and milk products.a)Highly satisfied b)Satisfied c)Neutrald)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)Pricec)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 c)2-5yearsd)More than 5 years

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

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)Neutrald)Dissatisfied e)Highly dissatisfied

23.Whether you are satisfied with this brand?a)Highly satisfied b)Satisfied c)Neutrald)Dissatisfied d)Highly dissatisfied

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 c)2-5yearsd)5-10years e)More than 10years

26.Reasons for shifting from Shreeji.a)Price b)Qualityc)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.Agea)Less than 18 years b)18-30 years b)30-50 years d)More than 50 years

5.Occupationa)Professional b)House wife c)Studentd)Businessman e)Others

6.Monthly incomea)Less than 5,000 b)5000-10000c)10000-15000 d)More than 15000

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

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