Internship Report on

A STUDY ON DEALER’S SATISFACTION TOWARDS KOMUL

PRODUCTS
komul, Kolar

Submitted in Partial Fulfilment of the Requirements of

Bachelor Of Commerce Degree of Bengaluru North University

BY
ARAVINDA D.M
REG NO – U19JK21C0034
UNDER THE GUIDANCE
OF
SOWRABHA S.B
Assistant Professor in Commerce
BGS SCHOOL OF BUSINESS MANAGEMENT, BYRAPALLI,

BGS SCHOOL OF BUSINESS MANAGEMENT, BYRAPALLI,

SRINIVASPUR-563135
2023-2024
 TABLE OF CONTENTS

SI.NO CONTENTS CHAPTER PAGE.NO

1. EXECUTIVE SUMMERY 1

2. INTRODUCTION Ⅰ 2

DESCRIPTION OF THE 7
3. Ⅱ
ORGANIZATION

4. EXPERIENTIAL LEARNING Ⅲ 17

INTRNSHIP OUTCOMES AND

5. Ⅳ 27
CONCLUSION

6. BIBLIOGRAPHY 29

7. ANNEXURES 30
 LIST OF TABLES

Table No. PARTICULARS Page No

Table – 1.1 Table showing dealers connection with nandini milk 17

Table – 1.2 Table showing deale satisfaction towards quality of nandini milk 18

Table – 1.3 Table showing the factor that motivated the dealers to be a part of 19
nandini
Table – 1.4 Table showing dealers satisfaction towards the promotional 20
activities of nandini milk
Table – 1.5 Table showing dealers view towards the prices of nandini milk 21
products
Table – 1.6 Table showing how dealers think about the adequate quantity of 22
nandini milk supply on time
Table – 1.7 Table showing dealers expectation from nandini milk 23

Table – 1.8 Table showing whether dealers having any problem with the komul 24

Table – 1.9 Table showing dealers rating towards the nandini milk 25
transportation
Table – 1.10 Table showing being a dealer of nandini milk and milk product 26
whether dealers are happy or not

LIST OF GRAPHS
Table No. PARTICULARS Page No

Graph – 1.1 Graph showing dealers connection with nandini milk 17

Graph – 1.2 Graph showing dealer satisfaction towards quality of nandini milk 18

Graph – 1.3 Graph showing the factor that motivated the dealers to be a part of 19
nandini
Graph – 1.4 Graph showing dealers satisfaction towards the promotional 20
activities of nandini milk
Graph – 1.5 Graph showing dealers view towards the prices of nandini milk 21
products
Graph – 1.6 Graph showing how dealers think about the adequate quantity of 22
nandini milk supply on time
Graph – 1.7 Graph showing dealers expectation from nandini milk 23

Chart – 1.8 Chart showing whether dealers having any problem with the komul 24

Graph – 1.9 Graph showing dealers rating towards the nandini milk 25
transportation
Graph – 1.10 Graph showing being a dealer of nandini milk and milk product 26
whether dealers are happy or not
 EXECUTIVE SUMMARY

My project report “A STUDY ON DEALER’S SATISFACTION TOWARDS KOMUL

PRODUCTS”. I had lot of questions in my mind when I started my project. My project work
clarified my doubts and gives a clarity about the industry.

It’s a great opportunity to learn the industrial knowledge with proper guidelines by my
external and internal guides. As I started my project it’s a great challenge to understand the
policies and practices of the KOMUL after few days later I started learning slowly. Each
department are having a separate division and they were centralized and carried forward. I
understood the operations of the KOMUL as the product of KOMUL is perishable the
process should be very quick and continuous.

As I completed my project work of 15 days and I learnt various accepts during my days. Now
my doubts are clear and I gained very resourceful knowledge during the same.

1
 CHAPTER Ⅰ: INTRODUCTION

INTRODUCTION ABOUT THE PROJECT WORK:

Project work is an important part of the B. Com Academic Program. This is a plan to bridge
the gap between knowledge and its function through a series of interventions that will give B.
Com students access to insight and industry exposure.

The 15 days project work has been offered in the sixth semester of the B. Com program as it
provides a dual purpose, providing students with important business insights, while providing
the industry with a high level of graduate preparation in the world from the One day begins.

The objectives of the project work for the sixth semester of the B. Com program are:

 Provide students with an opportunity to apply theoretical concepts in the real life of the
workplace.

 Let students understand the essence of corporate culture and use business conduct
guidelines to reveal them.

 Enable students to manage all items, work within deadlines, identify and execute exact
goal-oriented tasks.

 For the convenience of students, pay attention to their professional strengths and
weaknesses, and be consistent with the changing industry environment.

 Strengthen the field of consciousness and provide cross-functional skills.

THEORITICAL BACKGROUND OF THE STUDY:

INTRODUCTION OF DEALER

A dealer is a person or company that occupies in commercial purchases and sales. Dealers
may point out companies that buy or resell products on a retail (or wholesale) basis.
Producers cannot sell his products directly to consumers. He must rely on mediators to
promote his products. A dealer is an intermediary who helps promote the products available
to consumers. The dealer may be a wholesaler or retailer or any agent.

The degree of sales depends on the efficiency of the dealers evaluating consumer psychology
and taking appropriate steps to sell the product. Dealers recommend creating suitable

2
advertising media and other promotional tools. Dealers are looking for new marketing
strategies to attract customers.

Dealers include all activities involving the purchase of goods and services for resale or
commercial purposes. Distributors often buy manufacturers, mainly for retailers or industrial
consumers.

Dealers expect manufacturers to obtain high marginal returns. The main purpose of the dealer
is to make a profit. Dealer business is different from other businesses. Dealer’s payment of
commissions received from the manufacturer depends on the sales value of cash and credit.

The demand for Nandina milk is increasing every year. Manufacturers cannot directly cover
all consumers. With the help of dealers, only they can reach consumers. Dealers expect
revenue from the business because there is a guarantee that they will receive more
commissions from the business and cover the entire market in the region. They also sell milk
to ordinary customers.

There are 2 types of dealers such as:

1) Registered dealer

2) Casual dealer

WHOLESALER

Wholesalers purchase large quantities of goods from their manufacturers or importers, then
sell smaller retailers to retailers, and retailers resell them to the public.

Many stores are part of a sequence: Some namesake stores sell the same goods in different
locations. A company may own these stores, or there may be a franchise company that signs a
concession agreement with the owner of the store.

RETAILER

Retailers purchase large quantities of goods or products from manufacturers or importers,

either directly or through wholesalers, and then typically sell single items or small items to
general public or end-user customers at stores (also referred to as stores). Retailers are at the
end of the supply chain.

3
DEALER’S SATISFACTION:

People's satisfaction with the state of the company’s products is related to people’s
prospects. Satisfaction is a function of the difference between perceived performance and
foreground. The company strives to succeed in today's market. Must track their announced
expectations; sense company performance and dealer satisfaction. When assessing the level
of performance, the company cannot obtain a complete picture of dealer satisfaction and
dissatisfaction through simple complaints and suggestions.

In some cases, dealers may feel that their complaints are small (or) they will feel stupid, or
will usually be submitted, the result is that the company needs Leslie to lose the dealer.

Therefore, as an alternative to using complaint levels as a measure of dealer satisfaction,

obtaining a direct measure of dealer satisfaction with timely investigation will provide more
appropriate measures. The questionnaire can be randomly selected from its current
customers.

Learn how they fall in different aspects of company performance. They can also consult
dealers' views on the behaviour of competitors.

Respondents can be asked to list the problems they encounter and list suggestions for
improvements they may recommend. The company also asks respondents to score the
importance of each element and the company's health.

Elite dealers need to bring dealer satisfaction. Many dealers seem to develop exclusive
channels for their products. The plan that manufacturers allow only certain concepts to carry
their products is called exclusive design. When manufacturers require that these dealers
should not blame their products for being called exclusive deals, both parties’ benefit from
exclusive understanding.

DEALER’S RELATION:

Big manufacturers depend on dealer to sell their products as a result good relation are most
important to them. Every manufacture thus wants to inspire his distribution channel to sell
more of their own products. Here the manufacturer must understand that dealers are
themselves business persons and must be viewed as customers and human beings somewhat
than mechanical entities for flow of his products.

4
The dealers concerned in maximizing their profits thus good dealer relations can be
promoted in the manner fair to his dealers in his performance for example- sales clerks of
some manufactures put products on dealer through destructive selling. after that, the dealer
finds stocks are lying at huge on his hands and he cannot sell those products by sufficiently.
Advertising products in the area concern the manufacturer should give his dealers with
promotional copy;. He may offer enough trade discount, provided display facilitate and even
assemble contests among the dealer to inspire them towards better results. The manufacture
should understand that the company dealers are more assets that are important. If they are
assisted with promotional help, they will be grateful for effort and would be more in demand
to carry the company campaigns in advertising.

DISTRIBUTION CHANNEL:

The channel for the transfer of goods and services from suppliers to consumers is called
distribution channels. The payment of these products is transferred from the consumer to the
supplier, and the distribution channel may be short because the direct business from the
supplier to the consumer occurs. Or it may include some uniform middlemen, such as
wholesalers, 30 distributors, agents, and retailers. Each agent receives the goods at a pricing
point and takes them to the next higher pricing point until it arrives. In the end, the buyer did
not reach the consumer without involving the former, exporters, importers, distributors and
retailers.

5 important factors affect manufacturing companies to choose distribution channels

(a) Consideration related to product

When a manufacturer chooses some channels for distribution, he/she should consider these
factors. These factors are related to the quality and nature of the product as follows:

1. Unit value of the product

When a product is very expensive, it is best to use a small distribution channel. The former
industrial machinery is a very expensive product, which is why they use a small distribution
channel. on the other hand. For lower cost products, use long distribution channels.

2. Standardized or customized product:

Standardized products are pre-determined products and there is no room for change.
Custom products are products that give consumers pleasure, and there is room for change.

5
3. Perishability:

Manufacturers should choose to have minimal or no mediation as a distribution channel for

such perishable items. On the other hand, you can choose to expand distribution channels for
durable goods.

4. Cost:

Manufacturers should choose such a distribution channel. From other angles, this kind of
distribution channel is cheap and useful.

5. Availability:

If availability is usually easy, you can choose another distribution channel if it is not
available.

NEED FOR THE STUDY:

To learn the dealer satisfaction levels towards Nandini milk concerning promotional
behavior, Supply, quality and quantity of Nandini milk and to know demand stage of
Nandini milk in the marketplace by the dealer.

OBJECTIVES:

 To locate the dealer’s Satisfaction stage with Nandini milk.

 To come across the factors influencing the dealer to contract with Nandini milk.
 To learn various areas that needs progress in Nandini milk from dealer point of view.
 To learn the impact of sales promotion on sales.

SCOPE OF THE STUDY:

 This research is limited to selected dealers in Kolar District.

 Understand the dealer's acceptable level of quality, supply, packaging, service and
company promotion strategies for Nandina milk.

 Research can determine the dealer’s expectations and determine the customer’s
expectations.

 This project shows the future improvement of the future of scale.

6
 CHAPTER Ⅱ : DESCRIPTION OF THE ORGANIZATION

COMPANY PROFILE:

KOLAR AND CHIKABALAPUR CO-OPERATIVE MILK UNION LIMITED

(KOMUL) is According to the cooperative organization registered by the Karnataka
Cooperative Association in 1959. The cooperative operates in the Kolar district and the
Chikkaballapura district, and its registration office is located at the Kolar dairy premises at
No. 563102 in Karnataka Kolar district. The alliance began operating from 16-03-1988.
According to the order of the Karnataka government, according to the flood phase III plan,
the Coral milk and cold storage center was handed over to the Corral milk alliance in 01-08-
1991. KOMUL now owns two dairy farms in Kolar, of which LPAR has a production
capacity of 10,000 barrels and Kolar Corporation has a capacity of 0.6 million bottles of
LPD. KOMUL purchases milk from the village's primary milk cooperative and provides
different customers with different Fluid Milk 46.5% Ghee 27.0% Butter 5.5% Curd 8.0%
Khoa (Partially dried out Condensed Milk) 6.0% Milk Powders, include IMF 3.1% Paneer &
Chhana (Cottage Cheese) 1.5% Others, include Cream, Ice Cream 1.5% 9 milk products
under the Nandini brand, including Peda, Mysore Pak, Payasam, Jamoon and others. The

7
main objective of KOMUL is to organize milk cooperatives to collect milk through the milk
route twice a day, and to provide services for raising milk, processing milk, and marketing
milk and milk products to consumers.

KOMUL began operation on 16-03-1988. The alliance is committed to the organization of

"farmer cooperatives" in the cooperatives of dairy farmers whose main goal is the
socioeconomic reform of farmers., Agriculture labors and all such other needy persons in the
rural areas through milking as additional occupation and supply quality milk and milk
products to consumers of the union area. The milk those collected from Societies is to be
collective brought to Milk and processed before being packed to request packed sizes. And
further Routed to urban areas to sell it to needy consumers thought its retailer system. As on
31-10-2014 union has 1004 functional Milk co-operatives in 2 districts. Union has 1,33,067
enrolled producer members through DCS. currently 57,340 milk producers are pouring milk
to DCS. Union pays remunerative price to producers for milk and provide various scientific
services at subsidized rates. Union has retailer base of 1160 spread over 2 Districts, who help
us to sell 1.9 lakhs liters milk products daily. Under the aegis of GOK (Government of
Karnataka) the program “Ksheerabhagya” to provide Milk to the School Children is being
effectively channelized by the Union. KOMUL clocked a turnover of Rs.302 Cr in the year
2013-14 with the profit of Rs2.3 Cr (PAT).

HISTORY OF MILK INDUSTRIES:

India is the world’s most important milk producer. India is recognized as the 'oyster' of the
global milk industry and there are plenty of opportunities for global entrepreneurs. For any
country in the world, using the largest and fastest rising milk and dairy market may be a
dream. India’s dairy industry has been witnessing the rapid development of liberalization.
The economy provides a great opportunity for multinational corporations and foreign
investors to realize the full potential of the industry. The main goal of the dairy industry in
India is to manage national resources to increase milk production and use innovative
technologies to improve milk processing.

Hybrid technology in the Indian dairy industry has increased the viability of milk units by
increasing milk production per animal. Later milk production also increased at an exponential
rate, and the benefits of increased milk production were also obtained from a modest
reduction in the price of milk. However, the normal price environment of milk producers in
the dairy industry in India seems to have weakened in the 1990s. After 1992, the actual price

8
of milk was rejected. Then slowly regaining it. From 1992 until now, people began to doubt.
In India, very early milking is seen as a tool for social and economic development. The
country’s milk supply comes from millions of small producers separated in rural areas. All
these farmers have an average of one or two cows, including cows and/or buffaloes.

India's milk production is of great significance because milk is one of the major sources of
protein and calcium in the large vegetarian population. The milking industry provided more
than 72 million Indian farmers with a source of income and increased income for large
numbers of rural households. This is also the means by which women contribute to rural
economic activities.

The main objective of the Indian milk industry is to better manage nutrient resources to
improve milk production and use modern technology to upgrade milk processing.

ORIGIN OF THE MILK INDUSTRY:

In 1986, the British government established a military milk form to meet the needs of
military personnel. In 1937, Lucknow Dairy Cooperative Union Co., Ltd. established the
National Milk Development Council (N.D.D.B), which was established on September 25,
1965, lower than the Social Registration Act of 1950. It is a non-profit organization.

The National Milk Development Committee was established to promote, finance and support
producer-owned and restricted organizations. The NDDB's plans and actions are aimed at
strengthening farmers' cooperatives and supporting national policies that have a positive
impact on the development of these institutions. The basis of the NDDB's hard work is the
principle of cooperation and cooperation strategy. The main goal of setting up a board of
directors is to accelerate the pace of milk development in the country and attract new
investment. In 1999, India became the largest milk producer, mainly due to the joint efforts of
the National Milk Development Council (N.D.D.B).

Milk assembly, efficient processing into bulk and its products, and well-organized sales and
distribution to urban consumers. Rural and consumer marketing programs are in urban areas.
A high level of competence is crucial to achieving the goals of the milk industry. It is a tool
for economic transformation. Indian farmers have shown tremendous benefits and have
affected the reliable economic viability of the dairy industry. It is a tool for economic change.
The Indian farmers have achieved considerable interest by optimizing organized milk
marketing methods (such as procurement, processing and distribution, and various

9
independent operations of the dairy farm) to achieve their preferred objectives, thus affecting
the consistent economic viability of the dairy industry. In order to achieve the above-
mentioned preferred objectives 4 and promote the need for milk production and sales in an
organized manner, the following agencies play an important role.

Operation Flood,

One of the "targets" of Indian government milk growth is to use Indian milk to fill India. One
of the plans is the 'Operation Flood' designed by the National Milk Development Council
(N.D.D.B) to form a “vertical flood” in rural India. This has been going on since 1970.

DEVELOPMENT OF MILK INDUSTRY:

India's milk production reached an astonishing level for 40 years, and in 2001 it has
become the world's major milk producer with a total production of 84.6 million tons. The
Indian milk industry has achieved this power of a cooperative scheme owned and
professionally managed by producers. Although most dairy farmers are illiterate, they operate
on a small scale and operate marginally. For many farmers, selling milk is their only income.
source. More than 10 million dairy farmers belong to 96,000 community dairy cooperatives.
They sell their products to one of the 170 dairy producer cooperatives. The dairy producer
cooperatives are supported by 15 national cooperative dairy federations.

In India, the milk industry has for many years been skilled in the rural cottage industry.
Semicommercial milk began in the country in the late 19th century when it established a
military dairy farm and a cooperative dairy industry alliance. Since its independence, the
industry has achieved rapid development. Since then, a large number of new milk and dairy
factories have been established. India's organized dairy stores have effectively engaged in the
commercial production of pasteurized Indian milk products bottled milk.

The growth of India's dairy industry has been increasing over the past 30 years, exceeding
5% per year. In the 1990s, the country has become the largest milk producer. In India, milk
production was conquered by farmers on small marginal lands and was conquered by a
landless workforce that collectively owned 70% of the country's milk herds. Since crop yields
in 78% of farmland are still dependent on rain, which is flat for drought and floods,
agricultural income is very uncertain for most farmers.

The successful Indian dairy development flood process analyzed how to use food aid as an
investment in structural institutional infrastructure to achieve national dairy development.

10
Projects like this and related policy directions may prove suitable for milk development in
India.

In the early 1950s, India commercialized about 55,000 tons of milk powder each year to meet
the city's milk demand. Most milking events in the century occurred in India.

MODREN DEVELOPMENTS:

• India’s dairy industry is the world’s largest milk producer. Between 2004 and 2005, the
output value of approximately 100 million tons of Indian dairy industry amounted to 1.179
billion rupees, which is equivalent to the total production of rice and wheat. 1/5 of the world's
cattle population

• In India, milk animals make up 45% of local cattle, 55% of buffalo and 10% of crossbred
cows.

VISION, MISSION AND QUALITY POLICY

VISION:

 Move forward with missionary enthusiasm, which will make KMF a leader in
exemplary performance and achievement, and recruit milk federations from other
countries in pursuit of a comprehensive follow-through of its good behaviour?
 Ensure the prosperity of rural milk producers as the ultimate federal owner.  Promote
producers' preference for viable cooperatives to promote rural income, milk efficiency
and rural employment.
 Exceed the gap between the purchase price of milk and the selling price.
 To increase business acumen in marketing and trade in order to provide consumers
with high-quality milk and boost the income of milk producers.
 Competing with multinational corporations and private dairy cows to improve the
quality of milk and dairy products and to maintain the invincible position of the
cooperatives in the process.

MISSION:

Kolar Milk Union continuously procures worthy quality milk by providing remunerative
price & technical inputs to producers and supply good quality of Milk & Milk Products to the
consumers. It also aims to attain top position in the dairy industry by improving the financial
position of the union.

11
QUALITY POLICY

 “KOMUL continuously strives to improve their internal quality and operating system
by educating milk producers and motivating work force to achieve customer
satisfaction”
 KOMUL has obtained certification for ISO: 9001-2000 quality Management System
and they are in the process of upgrading the system to ISO-22000.
 They continuously strive to improve quality and operating system by educating and
motivating producers and work force to achieve customer satisfaction – both
producers and customers.
 Quality policy objective statement of KOMUL is a follow:

OBJECTIVES:

KMF is a cooperative authority in Karnataka and represents the milk producers in organizing
and implementing the following goals around milk development activities:

• To ensure that farmers’ milk produces a guaranteed and profitable market throughout the
year.

• Provide urban consumers with high-quality milk and other important milk products.

• Build and develop village-level institutions as cooperative demonstration units to carry out
dairy activities.

• Ensure that the investment in milk production, processing facilities and knowledge
allocation is regulated

12
ORGANISATIONAL STRUCTURE

The structure followed in KOMUL is Functional Structure. It ensures maximum use of

principal of specialization. Since the workers are performing a limited number of functions,
their efficiency would be very high.

13
 BOARD OF DIRECTORS

Sl No Names Designations

1 Sri K Y Nanjegowda President, MLA Malur Tq

2 Sri Jayasimha Krishnappa Director, Bangarpete Tq

3 Sri K N Nagaraj Director, Mulbagal Tq

4 Sri V Manjunath Reddy Director, Bagepalli Tq

5 Sri J Kantharaj Director, Gowribidanur Tq

6 Sri Aadinarayana Reddy Director, Gudibande Tq

7 Sri Y B Ashwathnarayana Director, Chinthamani Tq

8 Sri D V Harish Director, Kolar Tq

9 Sri N Hanumesh Director, SV pura Tq

10 Sri N C Venkatesh Director, CB pura Tq

11 Sri R Srinivas Director, Shidlaghatta Tq

12 Smt Sunandamma Director, CB pura Dist

13 Smt R Kanthamma Director, Kolar Dist

14 Sri S V Subbareddy Govt Nominee Director

15 Sri Ashwathnarayana RCS Representative

16 Dr G T Ramaiah Dept. of AH Representative

17 Sri T T Vinyasa NDDB Representative

18 Sri B P Suresh KMF Representative

19 Sri K N Gopal Murthy Managing Director

14
PRODUCT PROFILE:
Brand name of products: Nandini

Tag line Nandini: ‘A Milk Brand Trusted by Millions’

Moto of KMF products: ‘Quality Excellence from Cow to Consumer’

 Pasteurized toned Milk:

The most popular milk in Karnataka. Nandini

colorizes fresh milk with 3% fat and 8.5% SNF is
the best alternative purpose. Available in 200ml,
500ml and 1 litre pouches.

 Shubham Milk:

Nutritious smooth milk with 4.5% fat & 8.5%

SNF. Suitable for all purposes. Available in 500ml
& 1 litre pouches.

 Homogenized cow’s Milk:

Nutrient-rich homogenized milk with 3.5% fat &

8.5% SNF. Enjoy uniform thickness and extra soft
feel till the last drop, thus preparing more cups of
tea/coffee out of every pack available in 500ml &
1 litre pouches

 Goodlife Milk

Fresh pure milk with 3.5% fat and 8.5% SNF for
good health and energy. Best choice for various
end uses. Available in 200 ml, 1 litre Tetra Brik
packs and ml Tetra Fino packs.

15
 Curd:

Fresh curd that tastes just like traditional

homemade curd. Can be consumed as such or in
blend with cooked rice or added as an ingredient
in certain dishes. Available in 200gms & 500gms
pouches.

 Spicy Butter Milk:

Fresh butter milk blended with quality spices to

give that refreshing spicy tang of traditional spiced
butter milk. A drink suggested after meals for easy
digestion. Available in 200ml tetra brick packs
and 200ml pouches

 GHEE:

Clean taste, South Dini butter, made of pure

butter. This is a fresh and pure taste. Hygiene is
manufactured and packaged in a special package
to maintain the integrity of pure ghee. Can be used
as 50ml, 100ml, 200ml, and 500ml & 1-liter
sachets & in 200ml standee pouches & in 200ml,
500ml, 1litre & 5 litre pet jars & also in 15kg tins.

 Milk Pead:

Mouth –watering peda made from pure milk. One

bite is enough to fill the heart with its soft milk
flavour. Available in 25gms, 50gms sachets and in
100gms, 250gms packs.

16
 CHAPTER ⅡI : EXPERIENTIAL LEARNING

DATA ANALYSIS AND INTERPRETATION

1.1 TABLE SHOWING DEALERS CONNECTION WITH NANDINI MILK.

SL.No Criteria No. of % of
respondents respondents
1. 1-2 years 22 18.33%
2. 2-5 years 20 10%
3. 5-10 years 32 26.66%
4. Above 10 years 46 38.33%

Total 120 100

Analysis:
38.33% of the dealer has NANDINI MILK dealership for above 10 years. 5 -10 years
experienced dealer are up to 26.66% and 19% have 2-5 years experienced and the rest
19.33% have up to 2 years of experience.
1.1 GRAPH SHOWING DEALERS CONNECTION WITH NANDINI MILK

45.00%

40.00% 38.33%

35.00%

30.00% 26.66%
25.00%

20.00% 18.33%

15.00%
10%
10.00%

5.00%

0.00%
1-2 years 2-5 years 5-10 years Above 10 years

Interpretation:
This table shows the involvement of the dealer in dealing with NANDINI MILK. Most of the
dealer, who has experience in their dealership, has the experience in dealing with NANDINI
MILK. The dealers are willing to maintain long term relationship with Nandini.

17
1.2 TABLE SHOWING DEALERS SATISFACTION TOWARDS QUALITY OF
NANDINI MILK.
Sl no Criteria No of responds % of responds

1 Excellent 14 11.66%
2 Very good 48 40%
3 Good 34 28.33%
4 Satisfactory 22 19%
5 Poor 2 1.66%
Total 120 100%

Analysis:
About 11.66% of the dealer rated Excellent towards the quality of NNDINI milk,40% of
dealer rated very good,28.33% of dealer rated good. 19% rated satisfactory. Remaining
1.66% rated poor toward quality of Nandini milk.

1.2 GRAPH SHOWING DEALERS SATISFACTION TOWARDS QUALITY OF

NANDINI MILK.

45.00%
40%
40.00%

35.00%

30.00% 28.33%

25.00%
19%
20.00%

15.00% 11.66%
10.00%

5.00% 1.66%
0.00%
Excellent Very good Good Satisfactory Poor

Interpretation:
this is clearly shows that the dealers have a good opinion towards the quality of Nandini
products.

18
1.3 TABLE SHOWING THE FACTOR THAT MOTIVATED THE DEALERS TO BE
A PART OF NANDINI.
S.No Criteria No. of respondents % of respondents
1. Promotions 06 5%
2. Quality 28 23.33%
3. Company Policy 18 15%
4. Margin 04 3.33%
5. Demand 64 53.33%
Total 120 100
Analysis:
About 53.33% of the dealer are connection with Nandini milk for its demand, 23.33% for
quality, 15% for company policy, 3.33% of dealer are dealing for promotional activities and
remaining 5% are dealing by seeing Margin.

1.3 TABLE SHOWING THE FACTOR THAT MOTIVATED THE DEALERS TO BE

A PART OF NANDINI.

% of respondents
60%
53.33%

50%

40%

30%
23.33%

20% 15%

10% 5% 3.33%

0%
Promotions Quality Company Policy Margin Demand

Interpretation:

This show the more demand of Nandini milk influence to be dealer of Nandini milk.so that
mainly the dealers that is more than 50% of them are influenced because of demand.

19
1.4 TABLE SHOWING DEALERS SATISFACTION TOWARDS THE
PROMOTIONAL ACTIVITIES OD NANDINI MILK.

SL NO Criteria No of responds % of responds

1 Excellent 12 10%
2 Very good 16 13.33%
3 GOOD 38 31.66%
4 Satisfactory 50 41.66%
5 Poor 4 3.33%
Total 120 100%
Analysis:

The promotion actions carried out by NANDINI MILK is found to be. About 10% of the
dealer Rated Excellent. 13.33% of the dealer found are very good. 31.66% dealer are good.
41.66% of the dealer are reporting satisfactory .and remaining 3.33% rated poor. The
promotion activities are can be still improved according their opinion.

1.4 GRAPH SHOWING DEALERS SATISFACTION TOWARDS THE

PROMOTIONAL ACTIVITIES OD NANDINI MILK.

45% 41.66%
40%

35% 31.66%
30%

25%

20%

15% 13.33%
10%
10%

5% 3.33%

0%
Excellent Very good GOOD Satisfactory Poor

Interpretation:

This demonstrates the promotion activity of NANDNI MILK wills not much inspire to the
dealer. They just please for the promotion activity.

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1.5 TABLE SHOWING DEALERS VIEW TOWARDS THE PRICES OF NANDINI
MILK PRODUCTS.

SL NO criteria No of responds % of responds

1 strongly agree 18 15%
2 agree 60 50%
3 Neither agree 4 3.33%
nor disagree
4 disagree 32 26.66%
5 strongly disagree 6 5%
TOTAL 120 100%

Analysis:
From the above 15% dealer is strongly agreed for reasonable price .50% agrees for
reasonable price. 26.66% disagree for that. remaining 5 % they are strongly disagree.
1.5 GRAPH SHOWING DEALERS VIEW TOWARDS THE PRICES OF NANDINI
MILK PRODUCTS.

60%

50%
50%

40%

30% 26.66%

20%
15%

10%
5%
3.33%

0%
strongly agree agree Neither agree nor disagree strongly disagree
disagree

Interpretation:
In this majority of dealer are agreeing for the reasonable price.t the prizing is the attraction
for the dealers as the customers can buy with them.

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1.6 TABLE SHOWING HOW DEALERS THINK ABOUT THE ADEQUATE
QUANTITY OF NANDINI MILK SUPPLY ON TIME.
Sl.No Criteria No. of % of
respondents
respondents
1. YES 90 75%

2. NO 30 25%

Total 120 100

Analysis:
75% of dealer are satisfied with the supply of nandini milk with in time and remaining 25%
are dissatisfied.

1.6 GRAPH SHOWING HOW DEALERS THINKING ABOUT THE ADEQUATE

QUANTITY OF NANDINI MILK SUPPLY ON TIME.

80% 75%

70%

60%

50%

40%

30% 25%

20%

10%

0%
YES NO

INTERPRETATION:
it shows that Nandini has a good view in the minds of dealers with respect to the in-time
supply of products.

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1.7 TABLE SHOWING THE DEALERS EXPECTATION FROM NANDINI MILK.
SL.No Criteria No. of respondents % of respondents
1. Promotional 30 25%
schemes
2. Sales follow up 18 15%
3. Service 24 20%
4. Credit facilities 48 40%
Total 120 100
Analysis:
Many dealers want the support of promotional activities, about 25% of dealer want the
support of promotional activities, 40% of dealer want the support of credit amenities, 20% of
dealer want the support of Facility, and remaining 15% of dealer want the support of sales
follow.

1.7 GRAPH SHOWING THE DEALERS EXPECTATION FROM NANDINI MILK.

Interpretion:
It is clear that dealers are expecting credit facility from the nandini milk rather than other
facilities, if they were given extended credit period they will be very satisfied.

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1.8 TABLE SHOWING WHETHER DEALERS HAVING ANY PROBLEM WITH
THE KOMUL.
S.No Criteria No. of % of
respondents
respondents
1. YES 34 28.33%

2. NO 86 71.66%

Total 120 100

Analysis:

About 71.66% of dealers are not having any grievances with nandini milk and remaining
28.33% or dealers are having some complaints with nandini milk.

1.8 GRAPH SHOWING WHETHER DEALERS HAVING ANY PROBLEM WITH

THE KOMUL.

Interpretation:

It shows that the dealers are very happy with Nandini milk products, as they don’t have much
problems with respect to the same.

24
1.9 TABLE SHOWING DEALERS RATING TOWARDS THE NANDINI MILK
TRANSPORTATION.

SL NO Criteria No of responds % of responds

1 Excellent 12 10%
2 Very good 54 45%
3 GOOD 38 31.66%
4 satisfactory 10 8.33%
5 poor 06 5%
TOTAL 120 100%
Analysis:

About 10% of the dealers are rated Excellent toward the Transportation of nandini milk, 45%
of dealer are highly satisfied, 31.66% of dealers are satisfied .10% of dealers are moderate
and remaining 05% are dissatisfied towards Transportation of NANDINI MILK.

1.9 GRAPH SHOWING DEALERS RATING TOWARDS THE NANDINI MILK

TRANSPORTATION.

50%
45%
45%
40%
35% 31.66%
30%
25%
20%
15%
10%
8.33% 5%.
10%
5% 5%

0%
Excellent Very good GOOD Satisfactory Poor

Interpreton:
By seeing this we can say that Transportation facility make high satisfy to the dealers. Which
is a major requirement in the collection and dispatch of milk.

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1.10 TABLE SHOWING BEING A DEALER OF NANDINI MILK AND MILK
PRODUCT WHETHER DEALERS ARE HAPPY OR NOT.
SL NO Criteria No of responds % of responds
1 strongly agree 42 35%
2 Agree 60 50%
3 Neither agree nor 10 8.33%
disagree
4 disagree 6 5%
5 strongly disagree 2 1.66%
TOTAL 120 100%
Analysis:
From the above table it shows 35% of the dealers are strongly agree for the being dealer of
nandini milk. 50% them are happy to be a part of Nandini milk, around 15% of dealers are
not happy.

1.10 GRAPH SHOWING BEING A DEALER OF NANDINI MILK AND MILK

PRODUCT WHETHER DEALERS ARE HAPPY OR NOT.

Interpretion:
Most of the dealers are very happy being a part of Nandini milk products.it creates a good
brand image in the minds of dealers.

26
 CHAPTER Ⅳ : INTERNSHIP OUTCOMES AND CONCLUSION

SUMMARY OF FINDINGS, SUGGESTION AND CONCLUSION.

FINDINGS:

 Maximum number of the dealers has 5-10 years of involvement in dealership among
that they are dealing with NANDINI MILK Above 10 years.
 Most of the dealers’ rated that the Quality of NANDINI MILK is very good.
 The major factor is DEMAND, which influenced the dealers to choose NANDINI
MILK.
 Most of the dealers also taken a part with other brands to satisfy the need of various
customers.
 According to dealer’s outdoor advertisement and electronic media are consider most
efficient to promote NANDINI MILK.
 The major supports required to dealers is credit period expansion and promotional
service from the KOMUL.
 Overall, 85% of the dealers ranked NANDINI MILK as Good.

SUGGESTIONS:

 Dealers should be motivated through arranging special meetings.

 Promotional services should be improved like discounts, gifts, prizes etc.
 Credit period expansion is required for dealers.
 As media impact is more, so business should go for more advertisements in mass
media and outdoor advertisements to promote its brand.
 on time delivery (service) should be improved.
 Improve awarding the dealers who make the highest gross revenue annually.
 frequent feedback should be collected.
 Most of the dealer’s stated price is below the satisfactory level for the product.

27
CONCLUSION:

NANDINI MILK is one of the fast-moving brands in Karnataka. The KOMUL having a good
market share, which is the result of hard work made by the KOMUL management and the
executives.

From the market survey we can conclude that:

 Supply and quality factors are attractive factors for Nandini milk brand.
 The KOMUL is holding a good dealer network and also maintaining good relations
with them i.e., the service rate of the KOMUL is respectable.
 The price of NANDINI MILK is corresponding with the quality of the MILK.
 With the perfect promotional tactics and increasing the satisfactory level of the
dealers, the KOMUL can grow and become a market leader in the future.

28
 BIBLIOGRAPHY

BOOLKS REFERED:

1. Andreu Blesa, and Enrique in 2005

2. Amit k. Gosh Cleveland State University
3. DAVIS L. Dissertation abstracts international
4. Rely on the influence of dealer satisfaction
5. Chi-Shiun Lai-Industrial Marketing Management
6. Jose Bloemer, Hans Kasper, JGAM Lemmink-Journal of Consumer Satisfaction
7. A Meta-Analysis of Gratification in Marketing Channel Relationships-Inge Geyskens
8. Correlates of Franchisee Satisfaction: The Case of Saudi Car Dealers

WEBSITES:

Chapter 1. www.businessdictionary.com

Chapter 2. www.kmfnandini.com

Chapter 3. www.kmfnandini.coop/index,php?option=com content

Chapter 4. www.kmfnandini.coop/

OTHER REFERENCES:

 Previous year study report.

 Progress report of KOMUL for the year 2016. Other data sources from different
departments.

29
 ANNEXURE

Questionnaire on “Dealers satisfaction towords the KOMUL products”

I am Aravinda DM pursuing BCOM at BGS SCHOOL OF BUSINESS MANAGEMENT,

Byrapalli, Srinivaspur. As I am conducting survey on dealer’s satisfaction towards KOMUL
products.

My request is to fill the

below questionnaire,

NAME:
PLACE:

1. How long are you connected with NANDINI MILK.

a) 1-2 Years b) 2-5 Years

c) 5-10 Years d) Above 10 Years

2. Do you satisfy with the quality of Nandini milk?

a) Excellent b) very good

c) Good d) satisfactory
e) Poor

3. Which factors motivated you to be the dealer of NANDII MILK?

a) Promotional scheme b) Quality

c) Company Policy d) Margin e) Demand

30
4. How do you feel about promotion activities of NANDINI MILK?

a) Excellent b) very good c) good

d) Satisfactory e) poor

5. What do you think price of the Nandini milk is reasonable?

a) Strongly agree b) agree
c) Neither agree nor disagree d) disagree e) strongly disagree

6. Do you think the adequate quantity of NANDINI

MILK supplied to you In time?
a) Yes b) No

7. What are the features that you expect from NANDINI MILK?
a) Promotional scheme b) Sales follow up
c) Service d) Credit facilities

8. Do you have any grievances about NANDINI MILK?

a) Yes b) No

9. How do you often rate the nandini milk transportation?

a) Excellent b) very good

c) good d) Satisfactory e) poor

10. Are you happy being a dealer of NANDINI MILK AND MILK PRODUCT?

a) Strongly agree b) agree

c) Neither agree nor disagree d) disagree e) strongly disagree

31