A

Project Study Report

On

Shiv Health Foods LLP. Titled

“A Comparative Study of Customer’s Perception For kota Fresh Dairy and

Other Dairy”

Submitted in Partial fulfillment for the Award of degree of

Master of Business Administration

Submitted By: - Submitted To:- Anshul Pareek Mr. Priyesh Tiwari MBA PART II H.O.D.

2012-2014

CERTIFICATE

This is to certify that the project work done on “A Comparative Study of

Customer’s Perception for Kota Fresh dairy and Other dairy” is a bonafide work

carried out by Mr.Anshul Pareek under my supervision and guidance. The project

report is submitted towards the partial fulfillment of Master of Business

Administration.

This work has not been submitted anywhere else for any other Degree/Diploma.

The original work was carried during 15/5/2013 to 30/6/2013 in Shiv Health

Foods LLP.

Head of Department: Project Guide:

Mr.Prityush Tiwari Mr.Sunil kakkad

Poddar Management and Technical Poddar Management and

Technical Campus Campus

DECLARATION

I Anshul Pareek student of MBA III Sem. hereby declare that the summer training

report on “A Comparative Study of Customer’s Perception for Kota Fresh dairy

and Other dairy” submitted to Poddar Management and Technical Campus,

Jaipur in partial fulfillment of Degree of Master’s of Business Administration is

the original work conducted by me.

The information and data given in the report is authentic to the best of my

knowledge. This summer training report is not being submitted to any other

university for award of any other Degree, Diploma, and Fellowship.

Anshul Pareek

MBA III Sem.

ACKNOWLEDEMENT

Contrary to popular belief, preparing a project is group effort. Many people

collaborate, assist and guide in the production of a project. Several people are

involved in sharing ideas and producing this project and directly or indirectly

contributed to this Project. Some of deserves special mention.

I feel immense pleasure in conveying my deep sense of gratitude to the head of

training department Kota Fresh Dairy Kota for his best direction and motivation

which was a source of encouragement in itself through out the present study.

I would like to acknowledgement my profound gratitude to Mr. SANDEEP

SABOO (Partner), Mr. V.N.SINGH (General Manager) who gave me valuable

entry into their harmonious organization to complete my summer training.

I am extremely grateful to Mr. Mritunjay Kumar Trivedi (Marketing Manager),

Mr. Sunil (Asst. Marketing Manager) who inspired of his busy schedule was

always there to guide and arrange for the requisite resources whenever needed

without their support & active assistance it was impossible to complete the study in

the better way.

Anshul Pareek

PREFACE

The MBA program is well structured and integrated course of business studies. The

main objective of practical training at MBA level is to develop skill in student by

supplement to the theoretical study of business management in general. Industrial

training helps to gain real life knowledge about the industrial environment and business

practices. The MBA program provides student with a fundamental knowledge of

business and organizational functions and activities, as well as an exposure to strategic

thinking of management.

In every professional course, training is an important factor. Professors give us

theoretical knowledge of various subjects in the college but we are practically exposed

of such subjects when we get the training in the organization. It is only the training

through which I come to know that what an industry is and how it works. I can learn

about various departmental operations being performed in the industry, which would, in

return, help me in the future when I will enter the practical field.

Training is an integral part of MBA and each and every student has to undergo the

training for 45 days in a company and then prepare a project report on the same after

the completion of training.

During this whole training I got a lot of experience and came to know about the

management practices in real that how it differs from those of theoretical knowledge and

the practically in the real life.

In todays globalize world, where cutthroat competition is prevailing in the market,

theoretical knowledge is not sufficient. Beside this one need to have practical

knowledge, which would help an individual in his/her carrier activities and it is true that

“Experience is best teacher”.

EXECUTIVE SUMMARY

Shiv Health Foods LLP. Is established with a view to provide quality and hygienic

dairy products for the citizens of the Kota city and nearby towns.

It covers four areas, as Kota, Bundi, Baran and

Jhalawar,Shavaimadhpoor,Ramjang mandi. It is a Private organization.

Kota Fresh Dairy plant was established in 2011 and its processing milk capacity is

2.5 lakhs kg/day. It is regularly increasing its sale through the proper services and

maintaining the customers satisfaction

Consumers prefer to buy the milk and other by-products of the KOTA FRESH and

KOTA FRESH is successful in making the brand towards the milk.

N.D.D.B (National Dairy Development Board)

The National Dairy Development Board (N.D.D.B) was founded to replace

exploitation with empowerment, tradition with modernity, stagnation with growth,

transferring dairying into an institution for the development of Indian’s rural

people.

National Dairy Development Board (N.D.D.B) is the mother organization of all the

co-operatives all over India. It frames rules & regulation for state level dairies. It is

the head of state level dairies. NDDB is opened for maintain high quality standard

in different states. It control financial problem of dairies and have total control on

level dairies.

The network of KOTA City:

There are 352 marketing centers (Shops) in Kota city. According to market rates

Kota fresh increases or decreases rate of milk. Rate of milk also affect from fat

percentage. Kota Fresh dairy cares about farmers of committees, in this direction

Kota fresh dairy also sales milk in existing packs to cover all cost milk.

“Perception is the process by which an individual selects, organizes and interprets

information inputs to create a meaningful picture of the world.”

For understanding the psychology of the customer it is necessary to know what

they think. What makes them think about buying certain product and presence or

absence of which elements make them satisfy or dissatisfied? These few questions

are always challenges to the marketing persons.

Customer satisfaction, factors for customer motivation and the basis on which the

develop their perception for a product are the key words of the marketing and also

of this project report. It is a Herculean task to identify the though of the customer.

This research work tries something to find out the answer of above question in a

systematic and efficient manner.

CONTENTS

1 Acknowledgement

2 Certificates

3 Declaration

4 Preface

5 Executive Summary

S.No TOPIC Page No.

1 Introduction to Company 9-16

2 Company Products 17-20

3 Process Of Milk 21-22

4 Quality Procedure Milk and Milk Products 23-46

5 HRD-FACTS SHEET 47-48

6 Company Profile 49-51

7 SWOT Analysis 52-56

8 Preception 57-59

9 Research Methodology 59-63

10 Data Analysis and Interpretation 64-71

11 Findings, Conclusion and Limitations 72- 74

12 Recommendations and Suggestion 75

13 Conceptual Framework 76

14 Questionner 77-78

15 Bibliography and Appendix 79

ABOUT SHIV HEALTH FOODS LLPRCDF (KOTA FRESH)

.

Shiv health foods LLP popularly known as KOTA FRESH DAIRY was

established in the year 2011 with a vision to develop an alternative to Government

sector dairy plants, in order to generate employment at the grass root level for the

milk producers and farmers without prejudice to any body and providing quality

products at the doorsteps of the consumers. 

KOTA FRESH DAIRY today has a network of more than 1500 village milk

procurement centers and a proud owner of loyalty of more than 1 lakh primary

milk producers of Rajasthan and this number is growing everyday. Number is

growing, because, we have been able to  Ensure that milk producers receive prices

at par with any private or government sector dairy regularly and continuously.

Develop a suitable marketing network that ensures and empowers milk producers

to get value for their hard work on continual basis.

AT KOTA FRESH DAIRY, processing of milk is controlled by process

automation whereby state-of-the-art technology is adopted to integrate and

completely automate all functions of milk processing areas to ensure high product

quality/reliability and safety. 

KOTA FRESH DAIRY is aiming to market all kinds of world class dairy products

to ever increasing potential customers of Rajasthan primarily, through its chain of

outlets. Currently, it markets milk in poly-pack, cow and buffalo milk in bulk,

Ghee, Dahi, Chhach, Lassi and flavored milk in suitable consumer packs under

brand name KOTA FRESH. For marketing these products the company is in the

process of creating a network of shop agencies, KOTA FRESH Shoppe’,KOTA

FRESH Parlors and Exclusive brand shops in Rajasthan. Currently, it has created a

network of more than 450 shops of different types in kota and nearby adjoining

eleven districts of kota.

STATE PROFILE

Rajasthan with a geographical area of 3, 42,239 sq. kms is India's largest state with

population of 56 million and a density of 165 persons per sq. kms. The state is

characterized by diverse terrain ranging from desert and semi-arid regions of

western Rajasthan to the greener belts east of the Aravalis and the hilly tribal tracts

in the south-east.

More than 60 percent of the state's area is desert with sparsely distributed

population. Agriculture is dependent on rainfall and failure of monsoon causes

severe drought and scarcity conditions. It is deficient in water (the state has only

1% of total surface water). Ground water at many places is unfit for human &

livestock consumption.

After agriculture, cattle and other livestock are the most important sources of

livelihood in the state, especially for the poor. In the western regions of the state,

with limited farming potential, livestock provides livelihood security. Animal

husbandry is a more stable source of livelihood than farming since it is less

affected by failure of rains than is agriculture.

Agriculture and dairying have always been inter-dependent in the state. The

cultivator depends largely on bullock power for tillage, irrigation and carting. Milk

and milk products constitute the only source of animal protein for a sizable

vegetarian population. Milk is also an item of cultural importance. Milk products

are an integral constituent of religious ceremonies.

Animal husbandry contributes over 13% to the gross domestic product. Rajasthan

with the highest livestock population in India contributes nearly 40% of wool

production and 10% of all milk production in the country.

ABOUT ISO 22000

This document introduces the eight quality management principles on which the

quality management system standards of the ISO 9000 series are based. These

principles can be used by senior management as a framework toguide their

organizations towards improved performance.The principles are derived from the

collective experience and knowledge of the international experts who participate in

ISO Technical Committee ISO/TC 176, Quality management and quality

assurance, which is responsible for developing and maintaining the ISO 9000

standards.The eight quality management principles are defined in ISO 9000:2005,

Quality management systems – Fundamentals and vocabulary, and in ISO

9004:2009, Managing

for the sustained success of an organization – A quality management approach.

This document gives the standardized descriptions of the principles as they appear

in ISO 9000:2005 and ISO 9004:2009. In addition, it provides examples of the

benefits derived from their use and of actions that managers typically take in

applying the principles to improve their organizations’ performance.

Contents :

Principle 1 – Customer focus

Principle 2 – Leadership

Principle 3 – Involvement of people

Principle 4 – Process approach

Principle 5 – System approach to management

Principle 6 – Continual improvement

Principle 7 – Factual approach to decision making

Principle 8 – Mutually beneficial supplier relationships

ABOUT BSI

We lead the world in advocating, defining and implementing best practice across

every field of human endeavour, from business continuity to food safety.

Since its foundation in 1901, BSI Group has grown into a leading global

independent business services organization that inspires confidence and delivers

assurance to customers with standards-based solutions. Originating as the world’s

first national standards body, the Group has over 2,250 staff operating in over 100

countries through more than 50 global offices. The Group’s key offerings are:

The development and sale of private, national and international

standards and supporting information

Second and third-party management systems assessment and certification

Testing and certification of products and services

Performance management software solutions

Training services in support of standards implementation and business best

practice.

Product Testing

We have the capability to test a huge variety of industrial and consumer products

such as construction, fire safety, electrical, electronic and engineering products and

medical devices and can identify technical requirements, product testing and

certification schemes for most countries in the world.

Training

We are a leading provider of training, information and knowledge on standards,

management systems, business improvement and regulatory approval. This

includes guidance to help customers understand how standards can be used and

applied every day.

Assessment & Certification

We provide independent third-party certification of management systems; software

solutions to help improve environmental, social and economic performance; and

deliver product and service certification and marking.

Standards & Publications

With a globally recognized reputation for independence, integrity and innovation

in the production of standards that promote best practice, BSI develops and sells

standards and standardization solutions to meet the needs of business and society.

Quality & food Safety policy in Kota Dairy

1 Win customer’s confidence & satisfaction by meeting theirs statutory as well

as regulatory requirements.

2 Operate ISO 22000 & HACCP system to produce quality and safe milk

products.

3 Review they policy and establish quality and food safety objectives.

4 Keep continuity in processes and systems and skills of the employees.

Quality & food safety objective

Sno. Quality Objectives

Responsibl

e Function

Responsible

Level

1

 

To achieve continual improvement in

customer satisfaction by 5% during the

year

Marketing

 

In charge

 

2 Increase in sale of liquid milk by 15% Marketing In charge

  during the year    

PO Kota Budi

PO

Baran,Jhalawar

4

 

 

Judicious & effective utilization of

resource

2% saving in water & energy in terms of

per liters of milk handled

 

Plant

 

 

In charge

 

PO Kota Budi

PO

Baran,Jhalawar

SHIV HEALTH FOODS LLP(KOTA FRESH),KOTA (RAJ)

1 Win customer’s confidence & satisfaction by meeting their as well as

statutory and regulatory requirements.

2 Operate ISO 22000 & HACCP System to produce quality & safe milk

and milk products.

3 Review the policy and establish quality & food safety objectives.

4 Keep continually improving processes & system & skills of the

employees.

Company Products

Available at a store nearest to you- be it your local kirana store, the largest

supermarkets in the city or our very own exclusive milk parlours. We have now

come a step closer to our consumers by delivering our products at their door steps. 

Kota fresh Dairy Milk is available in four different varieties in the packaging

of 200ml, 500ml and 1 litre and meets the PFA standards for the respective

type of milk.

Packing available:

1. Full Cream Milk and

2. Standardized Milk

3. Toned Milk (TM)

4. Double Toned Milk (DTM) 

5. T-20(Tea natural

Kota Fresh Lassi is a Sweet Refreshing drink made from Kota Fresh Pure

Dahi. It contains the richness and taste of natural sweet butter milk. An

amazing product for health conscious people. It is available in the packing of

250 ml.

Chaach or Butter Milk is an amazing natural thirst quenching drink. A great

meal accompaniment, Kota Fresh Chaach is made from Kota Fresh Pure

Curd. Promoted by all health groups, Chaach is an amazing option for

healthy India.

Kota fresh Chaach is available in two variants: kota fresh Plain Chaach 500

Ml and kota fresh Nankeen Chaach 250 Ml

Kota Fresh Pure Ghee has become a household name across Rajasthan.

Made from fresh milk cream, Kota Fresh Pure Ghee has typical rich aroma

and granular texture. An ethnic product made by kota fresh Dairy with

decades of experience. A rich source of Vitamin A, D, E and K, Ghee has

always been an integral part of our diet. 

Packing available:

250 gm

500 gm

1000 gm

15 kg

Kota Fresh Paneer or Cream Cottage Cheese is a natural and healthy source

of proteins. It can be  used as an ingredient for numerous dishes or made into

mouth watering starters.

Containing the richness and goodness of Kota Fresh Pure Milk, Softy paneer

is a great option for all occasions. Kota Fresh Paneer is smooth having

uniform texture and softness that most consumers desire. It is currently

available in packing of 200 Gms and 1kg. 

Kota fresh Dahi is the latest addition in the wide range of Kota fresh Dairy

products. A great ingredient for various dishes, Kota fresh Dahi is also an

ideal meal accompaniment and is delicious as well as nutritious by itself too.

Kota fresh Dahi is prepared from purest, freshest pasteurized &

homogenized milk and it is free from any added sugar or preservative. Kota

fresh Dahi is hygienically processed and has rich creamy texture. It is

currently available in the packing of 200 Gms.

PROCESSING OF MILK

Unloading of cans

↓

Organoleptic test (Appearance, color, taste, Adulation)

↓

Weighment (REIL)

↓

Weight by computers

↓

Empty in weighing bowl

↓

Sampling-Testing (FAT, SNF)

↓

Filtration

↓

Chilling below 5 Degree

↓

Storage (T5, T6, T7)

↓

Pasteurisation (STST-High Temp. short time)

↓

Regeneration

↓

Cream Separation- Melting Vat

↓ ↓

Standardization Ghee Kettle (110-112 Degree)

↓ ↓

STDM TM, DTM, STDM, SM cooling

Heating 41-43 Degree Storage (T1, T2, T3, T4 at below 5 Degree

↓

Inoculation of culture packing

↓

Incubate at 5-6 HRSAT Acidity 0.4%-Chhach, Lassi, Shrikhand

QUALITY PROCEDURE OF MILK AND MILK

PRODUCTS

. QUALITY CONTROL OF PASTEURISED MILK *

1. INTRODUCTION

 Milk testing and quality control is an essential component of any milk processing

industry whether small, medium or large scale. Milk being made up of 87% water

is prone to adulteration by unscrupulous middlemen and unfaithful farm workers.

Moreover, its high nutritive value makes it an ideal medium for the rapid

multiplication of bacteria, particularly under unhygienic production and storage at

ambient temperatures. We know that, in order for any processor to make good

dairy products, good quality raw materials are essential. A milk processor or

handler will only be assured of the quality of raw milk if certain basic quality tests

are carried out at various stages of transportation of milk from the producer to the

processor and finally to the consumer.

There are a number of standard manuals and text books on milk quality control.

However these may not be easily available to the emerging small scale to medium

scale processors in Kenya.

For these reasons, the Training Programme for the Small Scale Dairy Sector under

project GOK/FAO/TCP/KEN/6611, has assembled this guide on Milk Testing and

Quality Control so that it may be used for training and by the private small scale

dairy processors. The methods selected are simple and basic and will suffice the

requirements of most milk quality control laboratories of small scale processing

units. For the larger plants with bigger laboratories more tests are to be found in

the bibliography at the end of this booklet.

2. MILK TESTING AND QUALITY CONTROL

2.1 WHAT IS MILK QUALITY CONTROL?

Milk quality control is the use of approved tests to ensure the application of

approved practices, standards and regulations concerning the milk and milk

products. The tests are designed to ensure that milk products meet accepted

standards for CHEMICAL COMPOSITION AND PURITY AS WELL AS

LEVELS OF DIFFERENT MICRO-ORGANISMS.

2.2 WHY HAVE MILK QUALITY CONTROL?

Testing milk and milk products for quality and monitoring that MILK

PRODUCTS, PROCESSORS and MARKETING AGENCIES adhere to accepted

codes of practices costs money. There must be good reasons why we have to have

a quality control system for the dairy industry in Kenya.

The reasons are:

i)To the Milk Producer.

The milk producer expects a fair price in accordance with the quality of milk

she/he produces.

ii) The Milk Processor.

The milk processor who pays the producer must assure himself/herself that the

milk received for processing is of normal composition and is suitable for

processing into various dairy products.

iii) The Consumer.

The consumer expects to pay a fair price for milk and milk products of acceptable

to excellent quality.

iv) The Public and Government Agencies.

These have to ensure that the health and nutritional status of the people is protected

from consumption of contaminated and sub-standard foodstuffs and that prices

paid are fair to the milk producers, the milk processor and the final consumer.

All the above-is only possible through institution of a workable quality testing and

assurance system conforms to national or internationally acceptable standards.

2.3 QUALITY CONTROL IN THE MILK MARKETING CHAIN IN KENYA

i) At the farm

Quality control and assurance must begin at the farm. This is achieved through

farmers using approved practices of milk production and handling; and observation

of laid down regulations regarding, use of veterinary drugs on lactating animals,

regulations against adulterations of milk etc.

ii) At Milk collection Centres

All milk from different farmers or bulked milk from various collecting centres

must be checked for wholesomeness, bacteriological, and chemical quality.

iii) At the Dairy Factories

Milk from individual farmers or bulked milk from various collecting centres

iv) Within the Dairy Factory

Once the dairy factor has accepted the farmer milk it has the responsibility of

ensuring that the milk is handled hygienically during processing. It must carry out

quality assurance test to ensure that the products produced conform to specified

standards as to the adequacy of effect of processes applied and the keeping quality

of manufactured products. A good example is the phosphatase test used on

pasteurised milk and the acidity development test done on U.H.T milk.

v) During marketing of processed products

Public Health authorities are employed by law to check the quality of food stuffs

sold for public consumption and may impound substandard or contaminated

foodstuffs including possible prosecution of culprits. This is done in order to

protect the interest of the milk consuming public.

2.4 TECHNIQUES USED IN MILK TESTING AND QUALITY CONTROL

2.4.1 Milk sampling

Accurate sampling is the first pre-requisite for fair and just quality control system.

Liquid milk in cans and bulk tanks should be thoroughly mixed to disperse the

milk fat before a milk sample is taken for any chemical control tests.

Representative samples of packed products must be taken for any investigation on

quality. Plungers and dippers me used in sampling milk from milk cans.

2.4.2 Sampling milk for bacteriological testing

Sampling milk for bacteriological tests require a lot of care. Dippers used must

have been sterilised in an autoclave or pressure cooker for at least 15mm at 120° C

before hand in order not to contaminate the sample. On the spot sterilisation may

be employed using 70% Alcohol swab and flaming or scaling in hot steam or

boiling water for 1 minute.

Fig. 1: Equipment used for taking milk samples

2.4.3 Preservation of sample

Milk samples for chemical tests.

Milk samples for butterfat testing may be preserved with chemicals like Potassium

dichromate(1 Tablet or ½ ml 14% solution in a ¼ litre sample bottle is adequate.)

Milk samples that have been kept cooling a refrigerator or ice-box must first be

warmed in water bath at 40 ºC, cooled to 20ºC, mixed and a sample then taken for

butterfat determination. Other preservative chemicals include Sodium azid at the

rate of 0.08% and Bronopol (2-bromo-2-nitro-1,3-propanediol) used at the rate of

0.02%.

If the laboratory cannot start work on a sample immediately after sampling, the

sample must be cooled to near freezing point quickly and be kept cool till the work

can start. If samples are to be taken in the field e.g. at a milk cooling centre, ice

boxes with ice pecks are useful.

2.4.4. Labelling and records keeping

Samples must be clearly labelled with name of farmer or code number and records

of dates, and places included in standard data sheets. Good records must be kept

neat and in a dry place. It is desirable that milk producers should see their milk

being tested, and the records should be made available to them if they so require.

2.4.5 Common testing of milk.

2.4.5.1 Organoleptic tests

The organoleptic test permits rapid segregation of poor quality milk at the milk

receiving platform. No equipment is required, but the milk grader must have good

sense of sight, smell and taste. The result of the test is obtained instantly, and the

cost of the test are low. Milk which cannot be adequately judged organoleptically

must be subjected to other more sensitive and objective tests.

Procedure:

Open a can of milk.

Immediately smell the milk.

Observe the appearance of the milk.

If still unable to make a clear judgement, taste the milk, but do not swallow

it. Spit the milk sample into a bucket provided for that purpose or into a

drain basin, flush with water.

Look at the can lid and the milk can to check cleanliness.

Judgement:

Abnormal smell and taste may be caused by:

Atmospheric taint (e.g. barny/cowy odour).

Physiological taints (hormonal imbalance, cows in late lactation-

spontaneous rancidity).

Bacterial taints.

Chemical taints or discolouring.

Advanced acidification (pH < 6.4).

2.4.5.2 Clot on Boiling (C.O.B) Test

The test is quick and simple. It is one of the old tests for too acid milk(pH<5.8) or

abnormal milk (e.g. colostral or mastitis milk ). If a milk sample fails in the test,

the milk must contain many acid or rennet producing microrganisms or the milk

has an abnormal high percentage of proteins like colostral milk. Such milk cannot

stand the heat treatment in milk processing and must therefore be rejected.

Procedure:

Boil a small amount of milk in a spoon, test tube or other suitable container. If

there is clotting, coagulation or precipitation, the milk has failed the test. Heavy

contamination in freshly drawn milk cannot be detected, when the acidity is below

0.20-0.26% Lactic acid.

Fig 2. Equipment used in C.O.B. test

2.4.5.3. The Alcohol Test

The test is quick and simple. It is besed on instability of the proteins when the

levels of acid and/or rennet are increased and acted upon by the alcohol. Also

increased levels of albumen (colostrum milk) and salt concentrates (mastitis)

results in a positive test.

Procedure:

The test is done by mixing equal amounts of milk and 68% of ethanol solution in a

small bottle or test tube. (68 % Ethanol solution is prepared from 68 mls 96%

(absolute) alcohol and 28 mls distilled water). If the tested milk is of good quality,

there will be no coagulation, clotting or precipitation, but it is necessary to look for

small lumps. The first clotting due to acid development can first be seen at 0.21-

0.23% Lactic acid. For routine testing 2 mls milk is mixed with 2 mls 68% alcohol.

Fig. 3. Equipment used in alcohol test

2.4.5.4. The Alcohol-Alizarin test

The procedure for carrying out the test is the same as for alcohol test but this test is

more informative. Alizarin is a colour indicator changing colour according to the

acidity. The Alcohol Alizarin solution can be bought ready made or be prepared by

adding 0.4 grammes alizarin powder to 1 litre of 61% alcohol solution.

RESULTS OF THE TEST

Parameter Normal milk Slightly acid

Milk

Acid milk Alkaline Milk

PH 6.6 – 6.7 6.4 – 6.6 6.3 or lower 6.8 or higher

Colour Red brown Yellowish-

brown

Yellowish Lilac

Appearance of

milk

No

coagulation no

lumps

No

coagulation

Coagulation * No

coagulation **

Note:

* = Sour milk looks yellowish with small lumps or completely coagulated.

** = Alkaline milk looks like lilac and it may be mastitis milk. Clots and flakes

too, indicate mastitis milk.

2.4.5.5 Acidity test

Bacteria that normally develop in raw milk produce more or less of lactic acid. In

the acidity test the acid is neutralised with 0.1 N Sodium hydroxide and the amount

of alkaline is measured. From this, the percentage of lactic acid can be calculated.

Fresh milk contains in this test also "natural acidity" which is due to the natural

ability to resist pH changes .The natural acidity of milk is 0.16 - 0.18%. Figures

higher than this signifies developed acidity due to the action of bacteria on milk

sugar.

Apparatus:

A porcelain dish or small conical flask

10 ml pipette, graduated

1 ml pipette

A Burette, 0.1 ml graduations

A glass rod for stirring the milk in the dish

A Phenophtalein indicator solution, 0.5%in 50% Alcohol

N Sodium hydroxide solution.

Fig. 4. Apparatus used be acidity test

Procedure:

9 ml of the milk measured into the porcelain dish/conical flask,1 ml Phenopthalein

is added and then slowly from the burret, 0.1 N Sodium hydroxide under

continuous mixing, until a faint pink colour appears.

The number of mls of Sodium hydroxide solution divided by 10 expresses the

percentage of lactic acid.

2.4.5.6 Resazurin test.

Resazurin test is the most widely used test for hygiene and the potential keeping

quality of raw milk. Resazurin is a dye indicator. Under specified conditions

Resazurin is dissolved in distilled boiled water. The Resazurin solution can later be

used to test the microbial activity in a given milk sample.

Resazurin can be carried out as:

i. 10 min test.

ii. 1 hr test.

iii. 3 hr test.

The 10 min Resazurin test is useful and rapid, screening test used at the milk

platform.

The 1 hr test and 3 hr tests provide more accurate information about the milk

quality, but after a fairy long time . They are usually carried out in the laboratory.

Apparatus and reagents:

Resazurin tablets

Test tubes with 10 mls mark

1 ml pipette or dispenser for Resazurin solution.

Water bath thermostatically controlled

Lovibond comparator with Resazurin disc 4/9

Fig. 5. Apparatus used in 10 min. Resazurin Test

Procedure:

The solution of Resazurin as prepared by adding one tablet to 50 mIs of distilled

sterile water. Rasazurin solution must not be exposed to sunlight, and it should not

be used for more than eight hours because it losses strength.

Mix the milk and with a sanitized dipper put 10 mls milk into a sterile test tube.

Add one ml of Resazurin solution, stopper with a sterile stopper, mix gently the

dye into the milk and mark the tube before the incubation in a water bath, place the

test tube in a Lovibond comparator with Resazurin disk and compare it

colourimetrically with a test tube containing 10 ml milk of the same sample, but

without the dye (Blank).

READINGS AND RESULTS (10 MINUTE RESAZURIN TEST)

Resazurin disc No. Colour Grade of milk Action

6 Blue Excellent Accept

5 Light blue v. good Accept

4 Purple Good Accept

3 Purple pink Fair Separate

2 Light pink Poor Separate

1 Pink Bad Reject

0 White Very bad Reject

2.4.5.7 The Gerber Butterfat test

The fat content of milk and cream is the most important single factor in

determining the price to be paid for milk supplied by farmers in many countries.

Also, in order to calculate the correct amount of feed ration for high yielding dairy

cows, it is important to know the butterfat percentage as well as well as the yield of

the milk produced. Further more the butterfat percentage in the milk of individual

animals must be known in many breeding programmes.

Butterfat tests are also done on milk and milk products in order to make accurate

adjustments of the butterfat percentage in standardised milk and milk products.

Fig. 6. Equipment used in Gerber Butterfat test

Apparatus for DF test:

Gerber butyrameters, 0-6% or 0-8% BF

Rubber stoppers for butyrometers

10.94 or 11 ml pipettes for milk

10 mls pippetes or dispensers for Gerber Acid

1 mls pippetes or dispensers for Amyl alcohol

stands for butyrometers

Gerber water bath Reagents:

Gerber sulphuric acid,(1.82 g/cc)

Amyl alcohol

Treatment of samples.

Fresh milk at approximately 20ºC should be mixed well. Samples kept cool for

some days should be warmed to 40ºC, mixed gently and cooled to 20ºC before the

testing.

Procedure:

Add 10 mIs sulphuric acid to the butyrometer followed by 10.94 or 11 mls of well

mixed milk. Avoid wetting of the neck of the butyrometer.

Next add 1 ml of Amyl alcohol, insert stopper and shake the butyrometer carefully

until the curd dissolves and no white particles can be seen. Place the butyrometer

in the water bath at 65ºC and keep it there until a set is ready for centrifuging. The

butyrometer must be placed in the centrifuge with the stem (scale) pointing

towards the centre of the centrifuge.

Spin for 5 min. at ll00 rpm.

Remove the butyrometers from the centrifuge.

Put the butyrometers in a water bath maintained at 65ºC for 3 min. before taking

the reading.

(Note: When transferring the butyrometers from the centrifuge into the water bath

make sure that the butyrometers are all the time held with the NECK POINTING

UP).

The fat column should be read from the lowest point of the meniscus of the

interface of the acid-fat to the 0-mark of the scale and read the butterfat percentage.

The butyrometers should be emptied into a special container for the very corrosive

liquid of acid-milk, and the butyrometers should be washed in warm water and

dried before the next use.

APPEARANCE OF THE TEST

The colour of the fat column should be straw yellow.

The ends of the fat column should be clearly and sharply defined.

The fat column should be free from specks and sediment.

The water just below the fat column should be perfectly clear.

The fat should be within the graduation.

PROBLEMS IN TEST RESULTS

Curdy tests:

Too lightly coloured or curdy fat column can be due to:

Temperature at milk or acid or both too low.

Acid too weak.

Insufficient acid.

Milk and acid not mixed thoroughly.

Charred tests:

Darkened fat column containing black speck at the base is due to:

Temperature of milk-acid mixture too high.

Acid too strong.

Milk and acid mixed too slowly.

Too much acid used.

Acid dropped through the milk.

2.4.5.8 The Lactometer test

Addition of water to milk can be a big problem where we have unfaithful farm

workers, milk transporters and greedy milk hawkers. A few farmers may also fall

victim of this illegal practice. Any buyer of milk should therefore assure

himself/herself that the milk he/she purchases is wholesome and has not been

adulterated. Milk has a specific gravity. When its adultered with water or other

materials are added or both misdeeds are committed, the density of milk change

from its normal value to abnormal. The lactometer test is designed to detect the

change in density of such adulterated milk. Carried out together with the Gerber

butterfat test, it enables the milk processor to calculate the milk total solids (% TS )

and solids not fat (SNF). In normal milk SNF should not be below 8.5% according

to Kenya Standards(KBS No 05-l0:-1976).

Procedure:

Mix the milk sample gently and pour it gently into a measuring cylinder (300-500).

Let the Lactometer sink slowly into the milk. Read and record the last Lactometer

degree (ºL) just above the surface of the milk. If the temperature of the milk is

different from the calibration temperature (Calibration temperature may be=20

0C ) of the lactometer, calculate the temperature correction. For each ºC above the

calibration temperature add 0.2ºL; for each ºC below calibration temperature

subtract 0.2 ºL from the recorded lactometer reading.

EXAMPLE: Calibration temperature of lactometer 20ºC.

Fig 7. Equipment used for determination of milk density

Sample Milk

temperature

Lactometer

reading

Correction True reading

No.1 17 ºC 30.6 ºL - 0.6 ºL 30.0 ºL

No.2 20 ºC 30.0 ºL Nil 30.0 ºL

No.3 23 ºC 29.4 ºL + 0.6 ºL 30.0 ºL

For the calculations, use lactometer degrees, and for the conversion to density

write 1.0 in front of the true lactometer reading ,i.e. 1.030 g/ml. Clever people may

try to adulterate milk in such a way that the lactometer cannot show the

adulteration. But look to see if there is an unusual sediment from the milk at the

bottom of the milk can and taste to find out if the milk is too sweet or salty to be

normal. Samples of milk from individual cows often have lactometer reading

outside the range of average milk, while samples of milk from herds should have

readings hear the average milk, but wrong feeding, may result in low readings.

Kenyan standards expects milk to have specific gravity of 1.026 -1.032 g/ml which

implies a Lactometer reading range of 26.0 -32.0 ºL. If the reading is consistently

lower than expected and the milk supplier disputes any wrong doing arrange to

take a genuine sample from the supplier (i.e. inspect milk right from source).

2.4.5.9 Freezing Point Determination

The freezing point of milk is regarded to be the most constant of all measurable

properties of milk. A small adulteration of milk with water will cause a detectable

elevation of the freezing point of milk from its normal values of -0.54ºC. Since the

test is accurate and sensitive to added water in milk, it is used to detect whether

milk is of normal composition and adulterated.

Fig. 8. A Cryoscope is used for determination of freezing point of milk.

2.4.5.10 Inhibitor test.

Milk collected from producers may contain drugs and/or pesticides residues. These

when present in significant amounts in milk may inhibit the growth of lactic acid

bacteria used in the manufacture of fermented milk such as Mala, cheese and

Yoghurt, besides being a health hazard.

Principle of the method: The suspected milk sample is subjected to a fermentation

test with starter culture and the acidity checked after three (3) hours. The values of

the titratable acidity obtained is compared with titratable acidity of a similarly

treated sample which is free from any inhibitory substances.

Materials:

test tubes

Starter culture

lml pipette

water bath

material for determination of titratable acidity (Fig.9)

Fig. 9. Materials used to test inhibitory substances in milk

Procedure:

Three test tubes are filled with l0 ml of sample to be tested and three test tubes

filled with normal milk.

All tubes are heated to 90 0C by putting them in boiling water for 3 - 5 minutes.

After cooling to optimum temperature of the starter culture (30,37, or 42ºC), 1 ml

of starter culture is added to each test tube, mixed and incubated for 3 hours.

After each hour, one test tube is from the test sample and the control sample is

determined.

Assessment of results:

If acid production in suspected sample is the same as the normal sample, then the

suspect sample does not contain any inhibitory substances;

If acid production as suspect sample is less than in the normal milk sample, then,

the suspect sample contains antibiotics or other inhibitory substances.

3. QUALITY CONTROL OF PASTEURISED MILK

When milk is pasteurised at 63ºC for 30 min in batch pasteuriser or 72ºC for 15

seconds in heat exchanger, continuous flow pasteurisers, ALL PATHOGENIC

BACTERIA ARE DESTROYED, there by rendering milk safe for human

consumption. Simultaneously various enzymes present in milk, and which might

affect its flavour, are destroyed.

In order to determine whether or not milk has been adequately pasteurised, one of

the enzymes normally present in milk phosphatase, is measured. A negative

phosphatase result indicates that the enzyme and any pathogenic bacteria have

been destroyed during pasteursation. If it is positive, it means the pasteurisation

process was inadequate and the milk may not be safe for human consumption and

will have a short shelf life.

Test tubes

5 mls pipettes

1 ml pipettes

l00 ml volumetric flask

500 ml volumetric flask

water bath at 37ºC

Note: All glassware must be rinsed, cleaned, rinsed in chromic acid solution and

boiled in water for 30 min.

Reagent:

Buffer solution:

Is mixed by 0.75g anhydrous sodium carbonate and l.75g Sodium bicarbonate in

500 ml distilled water.

Buffer-substrate solution:

Place 0.l5 g of di-sodium paranitrophenylphosphate(the substrate)into a clean

100ml measuring cylinder.

Add the buffer solution to make to 100 ml mark.

Store this buffer-substrate solution in a refrigerator and protected against light. It

should not be used after one week. Prepare a fresh stock.

Procedure:

Pipette 5mls buffer-substrate solution into a test tube, stopper and warm the

solution in the water bath at 37ºC. Add to the test tube 1ml of the milk to be tested,

stopper and mix well and place in water bath at 37ºC. Prepare a blank sample from

boiled milk of the same type as that undergoing the test. Incubate both the test

samples and the blank sample at 37ºC for 2hrs. After incubation, remove the tubes

and mix them thoroughly.

Place one sample against the blank in a Lovibond comparator" ALL PURPOSES"

using A.P.T.W. disc and rotate the disc until the colour of the test sample is

matched and read the disc number.

Interpretation:

Disc Reading after 2 hrs incubation at

37ºC

Remarks

0-10 Properly pasteurised

10-18 Slightly under pasteurised

18-42 UNDER PASTEURISED

> 42 NOT PASTEURISED

SHIV HEALTH FOODS LLP(KOTA FRESH). RANPUR,RIICO

INDUSTRIAL AREA,KOTA (RAJ)

S

No.

Milk Product Size Distributor

Prices

Distributor

Margin

Retailer

Price

Retailer

Margin MRP

1. Kota fresh

Chhach

250 ml 4.50 0.50 5.00 1.20 10.00

2. Kota fresh

Lassi

200 ml 5.50 0.50 6.00 1.20 9.00

3. Kota Fresh

Shrikhand(kP)

100gm 8.40 0.60 9.00 2.00 15.00

4. Kota Fresh

Shrikhand(E.)

100gm 7.40 0.60 8.00 2.00 15.00

8. Dhai 200 gm 6.50 0.50 14.00 2.00 14.00

10. Tetrapack

Taaza

1Ltr. 27.50 1.50 29.00 2.00 31.00

11. Tetrapack 1 Ltr. 27.50 1.50 2.00 31.00

Excell Fino

12. Tetrapack

Excell Brick

1 Ltr. 28.50 1.50 30.00 2.00 32.00

13. Ghee 1Ltr.

P.P

166.67 5.83 172.50 7.50 380.00

14. Ghee ½ Ltr.

P.P

169.44 5.93 175.37 7.63 195.00

15. Ghee ½ Ltr.

P.P

177.00 3.00 180.00 180.00

16. Ghee 5 Ltr 175.93 6.16 182.00 7.92 1650.0

0

17. Ghee 15 kg

Tin

189.00 3.00 192.00 5200.0

0

Kota city Rural

Retailer

Price

/Pkt

MRP

/Pkt

Rate/

Ltr

Retailer

Price/

Pkt

MRP/

Pkt

Rate/

Ltr

1. Gold 500ml 4 21.00 24.00 11.60 21.00 24.00 80 paisa

2. Standard

Milk

500ml 10.60 22.00 22.00 10.60 19.00 22.00 80 paisa

3. Toned Milk 1Ltr. 19.20 34.00 20.00 19.20 34.00 20.00 80 paisa

4. Toned Milk 500ml 9.60 17.00 20.00 9.60 17.00 20.00 80 paisa

5. Double

Toned Milk

1 Ltr. 17.50 30.00 18.00 17.50 30.00 18.00 50 Paisa

6. Double

Toned Milk

500ml 8.75 15.00 18.00 8.75 15.00 18.00 50 Paisa

7. Double

Toned Milk

200ml 3.90 7.50 20.00 3.90 7.50 20.00 50 Paisa

8. Skimmed

Milk(T-20)

200ml 6.75 6.00 14.00 6.75 6.00 14.00 50 Paisa

HRD- FACTS SHEET

Area of the Production Unit : 5040 Meters

Total no. of permanent employees : 100

Total no. of temporary employees : 150

No. of societies : 4500

Sales turnover (2012-13) : 60 Crore

MAJOR CUSTOMERS OF KOTA FRESH DAIRY PRODUCT

1 Amish Kirana & Dudh Dairy,

2 Friends Vedio Library & General Store

3 Shri Baba Dairy

4 Janta Dairy

5 Krishna Dairy

6 Ajanta Dairy

Distribution Play 9 Type of Function

1) Anticipating Milkman needs.

2) Communicating.

3) Financing.

4) Buying & Assorting.

5) Selling & Promotion.

6) Breaking the total size of demand.

7) Transportation.

8) Storage.

9) Risk Taking.

COMPANY PROFILE

National dairy department board (NDDB), Rajasthan co-operative dairy federation

(RCDF), District co-operative dairy federation (DCDF) are the promoters of Kota

fresh dairy which give financial help for achieving various objectives like R &D.

MAJOR CUSTOMERS

Kota fresh booths which are located in Kota city in different area are the major and

direct customer of Kota Fresh milk. Then customer purchase milk from these

booth.

SUUPPLIERS

Distribution of Kota Fresh milk do supply of milk in different area of Kota city.

These distributors are appointed are appointed by Kota Fresh dairy. These are

different suppliers for different suppliers for different area, like station road,

Rampura area,Talwandi,Dadabari.

CHANNEL LEVEL

0-Level 1-Level 2-Level

Manufactures Marketing Marketing

↓ ↓ ↓

Consumers Retailers Wholesaler

↓ ↓

Consumers Retailers

↓

Consumers

1 0-Level: - This channel consists of a manufacturer selling directly to the

final customers.

2 1-level: - This channel consists one selling intermediate such as retailer.

3 2-Level: - This channel consists of two intermediate. In consumer market

these are typically a Wholesaler & a retailer.

Distribution Channel of Kota Fresh

Dairy Plant

↓

Distributors

↓

Retailers

↓

Consumes

1 Distributor appointed by Kota Fresh dairy

1. Retailer

o Kota Fresh Shops

o Private shops

SWOT ANALYSIS

During the project it was also the par of the job of the researcher to find out the

feasibility of the future plans of Kota Fresh Dairy to enter into Kota city. In spite of

huge consumption of Kota Fresh products in Kota still a big market remains

uncovered and untapped. The big questions before the companies are like that how

do they plan to cover this uncaptured market and what would be their strategies?

To know all this it is essential to draw a comparison between their strength and

weakness and their competitors.

Strengths:-

1 Fresh product.

2 Monopoly.

3 Efficient distribution channel.

4 Market coverage.

5 High quality maintained product.

6 Reliable price of the products.

7 Reliable price of the product.

8 Hygienic product.

Weaknesses:-

1 Home delivery unavailability.

2 No credit facility is offered by Kota dairy.

3 Lack of storage capacity.

4 Unprofessional approach.

5 Interrupted supply of other product besides milk.

6 Smaller product portfolio.

7 Limited expenditure in advertisement.

8 Splitting of milk.

Opportunities:-

1 Many people do not like milk of local dairy.

2 Better brand stretching and better line filling in the sense of saras products.

3 Increase in quality consciousness.

4 Increase in health consciousness.

5 Many areas present in the Kota city which are unexplored.

Threats :-

1 Competitors like as Amul, Everyday and Saras dairy,Anik Milk,Onest.

2 Local milkman makes easy door to door availability of milk.

3 Large availability of low price milk in the market.

4 Various rumors and myths.

5 Less awareness of pasteurized milk.

Meaning of Marketing:-

“It is the management activity/process for identifying, anticipating & satisfying

consumer requirement profitability’.

-P.K. Agarwal

“It is the process of planning and executing the conception, pricing, promotion, &

distribution of idea, goods & services to create exchange that satisfy both

individual and organizational objectives”.

Marketing is a social and managerial process by which individual and group obtain

what they want, need through creating, offering, and exchanging products of value

with others.

1. Elements of Marketing Mix

1.1. Product (quality): - A product is anything that can be offered to satisfy a need

or want or we can say that “A product is anything an organization offers for

exchange that satisfies a consumer need”.

1.2. Price: - Price is the amount of rupee, which a company recovers from

purchaser for its product.

1.3. Place (distribution strategy): - This also helps to create goodwill in the eyes of

retailer/dealer as well as in the eyes of end users timely availability of product will

help to generate an image in market.

1.4. Promotion:-

1.4.1. Meaning of Promotion:-

Promotion means to increase awareness for any product. Promotion is an element

in an organization’s marketing mix. It serves to inform, persuade and remind the

market about the organization and its products. It is a communication tool to

influence the buyers feeling, beliefs and behavior to achieve the ultimate goal i.e.

selling of products or services.

1.4.2. Purpose of Promotion:-

Information persuading and reminding is essential for several reasons. It is very

important that the buyers and middle men are aware of the product. Best of the

products may fail if their presence is not made felt, even in presence of high need.

Therefore the promotion activity educates the market and keeps informed about the

products and services available.

Another function of promotion is persuation. Due to stiff competition from

manufacturers, the buyer had to persuade by communicating the benefits of the

product, over the competitors as the buyer have many brands to choose from.

Consumer also must be reminded about a product’s availability and satisfaction

potential. Sellers bombard the market place with message everyday to retain he

place of the product in the mind of the customers. This help to create the brand

loyalty. Moreover it is also important for post purchase satisfaction. No one wants

to have or buy products about which of their friends are not aware.

2. Various Promotional Activities/Promotional Mix:-

2.1. Personal Selling: - It is the presentation of the product to the prospective

customer by the organization’s representative.

For Example: - Eureka Forbs have adopted the policy to use personal selling

supported by little advertising to sell its vacuum cleaners and water purifiers.

2.2. Advertising: - It is the way for the type of impersonal mass communication.

Personal Selling is possible only if the market is concentrated. Since

advertising uses the mass media such as newspapers, radio, television etc.

For Example: - A newly married couple will not require baby care

products. But once they become expecting parents they will ask for those

brands which have created an image in their mind though advertising.

2.3. Publicity: - It is similar to advertising in the way that it also uses the mass

communication media. But the difference is that it is not paid for. Press

conference, features, reviews are used for publicity.

2.4. Sales Promotion: - It is actually designed to replace advertising and

personal Selling. Sales Promotion may be middle man oriented or consumer

oriented.

For Example: - Soft drink companies are printing information about their

product outside every road side eateries (dhabas) & Colgate Palmolive is

providing the retailers with glow sign.

2.5. Public Relations: - It is more targeted than publicity. The target may be

customer, stock holders, government agencies or special interest group.

Reader gets new subscribers through their existing ones. Moreover the other

books of the publication are sold to the subscriber purely through public

relation, where in they send personalized letters to every subscriber

informing about the books. Public relation plays a more important role in

business market, where advertisement or sale promotions or mass publicity

is not feasible.

PERCEPTION

“Perception is the process by which an individual selects, organizes and interprets

information inputs to cerate a meaningful picture of the world”.

-P.K. Agarwal

A stimulus is any unit of input to any of the senses. Examples of stimuli include

products, packages, brand names, advertisements and commercials. Sensory

receptors are the human organs (i.e. the eyes, tears, nose, mouth & skin) that

receivers sensory inputs. Their sensory function are to see hear, smell, taste & feel.

All of these function are called into play either singly of in combination in the

evaluation and use of most consumer products. The study of perception is largely

the study of what we subconsciously add to or subtract from raw sensory input to

produce our own private picture of the world.

Perception depends not only on the physical stimuli but also surrounding field and

on condition within the individual.

The key world in the definition of Perception in individual, one person might like

the kota fresh milk but another doesn’t like it because of its different Perception

about kota fresh.

The customer chooses products always by the Perception but consumer behavior

also play a good roll in it.

CONSUMER BEHAVIOUR

The aim of marketing is to meet and satisfy target customer’s need and wants. The

field of consumer behavior studies now individuals, groups and organizations

select, buy, use and dispose of goods, services, ideas or experience to satisfy their

needs and desires.

Understanding consumer behavior and knowing customers are never simple,

customers may say one thing but do another; they ma not be in touch with their

deeper motivations. They may respond to influence that change their mind at the

last minute.

The marketer’s task is to understand what happens in the buyer’s consciousness

between the arrival of outside stimuli and buyer’s purchase decision.

The major factors influencing buyer’s behavior:-

1) Cultures, subcultures and social classes influence.

2) Secondary special factors as family, neighbors, and friends also influence

the behavior.

3) Personal factors as age, occupation life style, personality etc influence.

4) Psychology factors as motivation, perception, learning and attitudes also

influence.

MOTIVATION

Motivation can be described force which individuals that impels them to action.

This driving force is produced by a state of tension, which exists as the result of an

unfulfilled need. Individual strive-both consciously and subconsciously-to reduce

this tension through behavior that they anticipate will fulfill their needs and thus

relieve them f the stress they fell. The specific goals they select and the patterns of

action they undertake to achieve their goals are the results of individual thinking

and learning.

CUSTOMER SAISFACTION

Satisfaction is the person’s feeling of pleasure or disappointment resulting from

comparing a product’s perceived performance (or outcomes) in relation to his and

her expectations.

Satisfaction is a function of perceived performance and expectations. If the

performance falls short of expectations, the customer is dissatisfied. If the

performance matches the expectations, the customer is satisfied, if the performance

exceeds expectations, the customer highly satisfied or delighted.

RESEARCH METHODOLOGY

Research methodology is a framework, a blue print for the research, which guide

the collection and analysis of data.

Research methodology is being framed in order to achieve the research objectives.

It is an expression of what is expected of the research exercise in terms of result

and the analytical input need to convert data into research findings.

Research methodology minimizes the degree of uncertainly involved in the

management decisions. Research lays the structure for decision-making.

The most vital function of management in an organization is to minimize risk and

uncertainty through systematic decision-making. Better decision result from the

effectively and timely utilization of right information about the consumers, dealers,

competitors and others. So for making effective decision research play and

important role and provide the right information about consumer, dealers,

competitors etc. to the management.

Research in common parlance refers to search for knowledge. Research as

scientific and systematic search for pertinent information on a specific topic.

Research is thus, an original contribution to the existing stock of knowledge

making for its enhancements.

In short the search for knowledge trough objective and systematic method of

finding solution to a problem is research. Research is a systematic gathering,

recording and analyzing of data about problems. In other words we can say that

research comprises defining and redefining problems, formulating hypothesis or

suggested solution; collecting, organizing and evaluating of data; making

deduction and reaching conclusions; and at lest carefully testing the conclusions to

determine whether they fit the formulating hypothesis.

1.1. Objectives of the study

1 To analysis the best service provider to the customer between Kota Fresh

Dairy and other Daries.

2 To find out the satisfactory level of the customers.

3 To find out who provides the best quality to customers.

4 To analyses the contribution of Kota Fresh dairy to improve the life style of

Kota city.

5 To find out the problems of customer which they are facing and to suggest

the solutions.

6 To analyses the awareness of the customers about the Kota Fresh products.

7 To analyses the effectiveness of advertising of Kota Fresh milk.

1.2. RESEARCH DESIGN

A Research design is the basic plan that guides the collection, measurements and

analysis of data. Decision regarding what, when, where, how much and by what

mean research study will be complete is possible by research design. In other

words research design is the frame work that specifies the type of information to be

collected, the source of data and the procedure of data collection.

1.3. Type of Research:

This research is descriptive in nature.

Descriptive research includes surveys and fact- finding enquires of different kind.

The major purpose of descriptive research is description of the state of affairs as it

exists at present. The main characteristic of this method is that the researcher has

no control over the variables.

The data collected here may relate to the demographic or the behavioral variables

of the respondents under study.

1.4. Research Instrument:

In the survey method I have used questionnaire as a research instrument this is

written & organization format contemning the entire question relevant to solicited

the required information.

Because of its flexibility the data is collected from large population about their

awareness attribute, opinion past present behavior to check that the questionnaire

surveys the necessary purpose it should be tested as a limited scale and this is

technically known as pilot survey.

This questionnaire consist multiple choices and some this close-ended structured

question are easy to summarize and there is no scope for misinterpretation.

2. DATA COLLECTION

The decision-making must be objective and fact based in nature. This is achieved

by collecting and analyzing appropriate data. Data may be broadly divided into two

categories namely Primary data & Secondary data. The primary data are those

data, which are collected for the first time by the organization, which have already

been collected by some other agency but also can be used by organization under

considering. Primary data may be collected by observation, oral investigation and

questionnaire method or by telephone interview. In this study, for primary data

collection we have used questionnaire method. This is written and in organized

format containing all questions relevant to soliciting type, in which all questions

and answers is specified and comments in the respondents own words are held to a

minimum. The unstructured questionnaire is useful in carrying out in depth interviews where

the aim is to probe for attitudes and reasons.

For this study we are using structured questionnaire (annexure-A) and carry out the

personal interviews with users and dealers.

Some times we have carried out in-depth interviews and observe the situation to

get more in depth information about the topic. In the structured personal interview

method the information is likely to be more accurate and reliable because the

interviewer can clear up doubts and cross check the respondents. Moreover this

method is most flexible, no response is very low, supervision & control is possible.

For secondary data we have used the data prepared by Kota Fresh dairy Kota.

3. SAMPLE DESIGN

Sampling indicates the selection of a part of a group or an aggregate with a view to

obtaining the information about the whole. This aggregate or totality of all

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

Response

members is known as population although they need not be human beings. For this

study in designing the sampling plan, we have used the non-probability

convenience sampling method. The sampling units for this study are Consumers,

dealers, retailers.

The sample frame has different features covering a variety of units.

Dealers locate in Kota proper.

The suggestions of all above users may be very useful to know about the

customer’s perception for Kota Fresh dairy and Other dairy.

4. SAMPLE SIZE

The sample size for this report is of 30 Customers.

DATA ANALYSIS AND INTERPRETATION

Q1. From which source do you buy milk?

Source of Milk Response

Kota Fresh Dairy 16.66%

Other Dairy 33.33%

Local Milkman 50%

Others 0%

INTERPRETATION

Among the sample of 30 customers, 33.33% buy milk from Saras Booths,

16.66%buy milk from Private Dairy, 50% buy milk from Local Milkman.

Q2. How much price do you give on per kg?

Price Other Dairy Kota Fresh Dairy

10 to 12 53.33% 50%

12 to 15 23.33% 20%

15 to 17 16.66% 16.66%

More than 17 6.66% 13.33%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

10 to 12

12 to 15

15 to 17

More than 17

Price

other Dairy

Kota fresh Dairy

INTERPRETATION

Among the sample of 30 customers of kota fresh dairy, 50% customer pay Rs.10 to

12, 20% customer pay Rs.12 to 15, 16.66% customer pay Rs.15 to 17, 13.33%

customer pay more than Rs.17.

But among the sample of 30 customers of Othere dairy, 53.33% customer pay

Rs.10 to 12, 23.33% customer pay Rs.12 to 15, 16.66% customer pay Rs.15 to 17,

6.66% customer pay more than Rs.17.

Q3. What is your daily milk consumption?

Quantity Daily milk consumption  

  Other Dairy Kota fresh Dairy

0 to 250ml 6.66% 3.33%

251 to 500ml 13.33% 10%

501 to 750ml 46.66% 26.66%

0.00% 10.00%

20.00%

30.00%

40.00%

50.00%

0 to 250ml

251 to500ml

501 to750ml

751 to 1liter

1 to 2 liter

Daily milk consumptionKota fresh DairyDaily milk consumptionotherDairy

751 to 1 liter 20% 33.33%

1 to 2 liter 13.33% 26.66%

INTERPRETATION

The respondents that use Kota fresh milk are 3.33% customer use 0 to 250ml, 10%

customer use 251 to 500ml, 26.66% customer use 501 to 750ml, 20% customer use

751 to 1 liter, 26.66% customer use 1 to 2 liter.

The respondents that use Other dairy milk are 6.66% customer use 0 to 250ml,

13.33% customer use 251 to 500ml, 46.66% customer use 501 to 750ml, 20%

customer use 751 to 1 liter, 13.33% customer use 1 to 2 liter.

Q4. What is the reason to use the particular type of Milk?

Reason Response

Price 23.33%

Availability 26.66%

Quality 23.33%

Taste 26.66%

Response

Price

Avaibility

Quality

Taste

INTERPRETATION

Among the sample of 30 customers, 23.33% use the particular type of milk due to

price, 26.66% use the particular type of milk due to availability, 23.33% use the

particular type of milk due to quality, and 26.66% use the particular type of milk

due to taste.

Q5. Are you satisfied with the Milk?

Answer Respondent

Yes 53.33%

No 46.66%

Satisfication regarding milk used

Yes

No

INTERPRETATION

Among the sample of 30 customers, 53.33% are satisfied with the milk they used,

46.66% are not satisfied with the milk they used.

Q6. Have you ever use kota fresh milk?

Ans Respondent

Yes 42%

No 58%

Yes 42%

No 58%

Ans Respondent

INTERPRETATION

Among the sample of 30 customers, 42% have used Kota fresh Milk, and rest 58%

have not used Kota fresh milk.

Q7. Which is most used Kota fresh Product?

Kota fresh Product Response Percentage

Milk 10 16.66%

Ghee 3 33.35%

Chhach 5 10.00%

Lassi 2 6.66%

All 10 33.33%

Milk Ghee Chhach Lassi All

16.66%

33.35%

10.00%6.66%

33.33%

kota fresh Products

INTERPRETATION

There are different varieties of Kota Fresh product available in the market like

milk, ghee, chhach, lassi. Out of 30 ten person are such which use only Kota Fresh

Milk, 10 are such which use all products, while few of the people uses its

Other product such as chach and lassi etc.

Q8 If you buy Kota fresh milk then which type of Kota fresh milk do you like

to

Purchase?

Type of Kota fresh milk Respomce

Standard Milk 20%

Toned milk 30%

Double Toned milk 26.66%

Skimmed milk 23.33%

Respomce

0%5%

10%15%20%25%30%35%

Standard Milk Toned milk

Double Tonedmilk

Skimmedmilk

Type of Kota fresh milk

Respomce

INTERPRETATION

Among the sample of 30 customers, 20% used to purchase Standard Milk, 30%

Toned milk, 26.66% used to purchase Double Toned milk, 23.33% Skimmed milk.

FINDINGS

Problem encountered by the Kota fresh Dairy in the market place are:

1. Less promotional activities.

2. Most of the consumers are not aware about the kota fresh product.

3. Brand visibility needs to be very aggressive at retail counter etc.

4. Unbalanced allotment of shops.

5. Retailers are not advising to the customers up to require extent to use Kota

fresh product.

6. Distributors are not entertaining business matter smoothly & effectively

retailers claim that their behavior is not professional.

7. The advertising activities of Kota fresh products are very less.

8. The marketing staff is not educated on how to deal with the customers and to

redress their grievances.

9. There is the leakage problem in the pouches of milk.

10.The milk of Kota fresh dairy is pasteurized so it is good for the health of

people.

11.Saras milk packed in the food grace quality pouches.

12.The Kota fresh dairy provides the employment to the people.

CONCLUSIONS

After the deep study of the subject of the project, the researcher comes to the

conclusion that kota fresh diary is a good service for the customer.

Kota fresh provides the pasteurized milk, there is no mixing of water in it controls

the activities of the kota fresh products and improved some restriction on the kota

fresh. Kota fresh also fix the fats and SNF percentage of milk and it is packed in

the food grade quality pouches that it is safer to the bacteria’s so it is believable so

that customers do not worry about the quality and price of milk. But the other

daries do not pasteurized the milk and any other organizations, so that there is a

possibility of mixing water to the milk and remove excess fats and SNF is not

possible.

Kota fresh dairy provides the employment to the people in the women and child

development project, as it buyers the excess milk in the home of the common

villagers from the villagers. In this way kota fresh contributes to raise the living

standard of the rural peoples. It started many activities for women empowerment.

But sometimes customers face the problem of the dairy payment because the

servicemen do not like to pay dairy they want to pay weekly or monthly and there

is leakage problem, smell problem in milk sourness problem of occurs sometimes.

Better advertisement campaigns should be introduced to make more awareness

about the product and its quality.

Limitation of study

Every research has its limitations; this research is not an exception in this

manner there are certain factors in conducting this research also, these are

1 Time constraint – as we are using interview method that is more time

consuming especially when sample is scattered in large geographical

area.

2 Skilled manpower required – in interview method the interviewer has

to visit the individuals, put question to them, which elicit the relevant

information about the subject of enquiry. This requires costly skilled

manpower.

3 Financial constraint – the method used for this study is very expensive

4 Secrecy of data – some of the data are confidential and not to be

published so we have limitation of information.

SUGGESTIONS & RECOMMENDATIONS

1 The facility of home delivery should be started in Kota city.

2 The numer of shops should be increased in Kota city so that the customers

get the milk from the near-by distances.

3 The payment of the milk should be taken monthly or fortnightly instead of

daily or the coupon system should be started in every category of milk so

that the customer purchase the coupon before and they can take milk in place

of coupons.

4 As these promotional activities reflect not a much good image of kota fresh,

the reason behind his is that the taste of kota fresh milk is not liked by

majority of people. So it is a major reason behind the failing of promotional

activities. So the taste of milk must be improved.

5 The price of the milk packs should be in Rs. Not in paisa because the

customer faces the problem in bringing 50 paisa per day.

6 The packs of kota fresh milk should be make leak proof.

7 Kota fresh dairy should appoint a person in the field to collect the problems

of customers from the booths so that the customers gives their view and

problems to the dairy management.

8 There should be done more processing in milk so that it do not gets spited

very soon and the milk can stay fresh for the long time.

9 Customer friendly packs should be introduced in the market.

10 Marketing staff must be educated on how to deal with the customers and to

redress their grievances. Their movement should be result oriented rather

than formality. CONCEPTUAL FRAMEWORK

1 www.shivgroupindustries.com

2 www.answer.com

QUESTIONNAIRE

Name:-…………………………………………………….

Address:-…………………………………………………..

Contact no.:-………………………………………………

Member in family:-……………………………………….

Q1. Income Scale?

(1) Up to 2500 (2) 2501 to 7500

(3) 7501 to 10000 (4) More than 10000

Q2. From which source do you buy milk?

(1) kota fresh shops (2) Other Dairy

(3) Local Milkman (4) Others

Q3. How much price do you give on per kg?

(1) 10 to 12 (2) 12 to 15

(3) 15 to 17 (4) More than 17

Q4. What is your daily milk consumption?

(1) 0-250 ml (2) 251 to 500 ml

(3) 501 to 750ml (4) 751ml to 1 liter

(5) 1 to 2 liter

Q5. What is the reason to use the particular type of Milk?

(1) Price (2) Availability

(3) Quality (4) Taste

Q6. Are you satisfied with the milk you use?

(1) YES (2) No

Q7. Have you ever use Kota fresh milk?

(1)YES (2) NO

Q8. Which is the mostly used Kota Product?

(1) Milk (2) Ghee (3) Chhach

(4) Lassi (5) All

Q9. If you buy kota fresh milk then which type of kota fresh milk do you like to

Purchase?

(1) Standard Milk (2) Toned milk

(3) Double Toned milk (5) Skimmed milk

Q10. What is the difference between kota fresh milk and other milk?

………………………………………………………………………….

………………………………………………………………………….

………………………………………………………………………….

Q11. Any Suggestions?

………………………………………………………………………….

………………………………………………………………………….

BIBLIOGRAPHY

AUTHOR BOOKS

Agarwal, P.K., Marketing Management

Gupta S.P., Statistical Methods,

Jain Khandelwal Pareek, Statistical Management,

Kotler, Philip, Marketing Management,

Kothari C. R., Research Methodology