A

PROJECT REPORT
ON

“A STUDY OF CONSUMER BEHAVIOUR TOWARDS VARIOUS

BRANDED AND NON-BRANDED MILK WITH IN
HAMIRPUR DISTRICT (H.P.)”

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT

FOR THE DEGREE OF
BACHELOR OF BUSINESS ADMINISTRATION

(SESSION 2019-22)

SUPERIVISED BY: - SUBMITTED BY :-

Mr.Govind gopal Mayank
B.B.A (6th SEM)
Roll NO. 19BBA028
UNI. ROLL NO 5190360021

N.S.C.B.M COLLEGE HAMIRPUR (H.P.) 177001

1
 DECLARATION

I AM A STUDENT OF B.B.A 6TH SEM OF N.S.C.B.M.P.G COLLEGE I

hereby, declare that project report title “A STUDY OF CONSUMER
BEHAVIOUR TOWARD VARIOUS BRANDED AND NON-BRANDED MILK
WITH IN HAMIRPUR DISTRICT (H.P.)” submitted in partial fulfilment of the
requirement for the degree of Bachelor of Business Administration of Himachal
Pradesh University Shimla. Is record of critical and independent work carried outby
as a team work under supervisor and guidance of MR.Govind gopal

The feasibility suggestion has been duly incorporated in the consultation with
the supervisor. The assistance and help that received during the course of this
investigation has been duly acknowledged. It is further that it has an original
piece of work and it is worthy of the consideration for the degree of B.B.A

Mayank
B.B.A (6TH SEM)
UNI. ROLL 5180360018

2
 CERTIFICATE

It is a certificate that Mr. Mayank is a student of BBA 6 th Sem. (Roll No.

5190360021) of NSCBM College Hamirpur. He has completed his project in
marketing entitled “A STUDY OF CONSUMER BEHAVIOUR TOWARDS
VARIOUS BRANDED AND NON-BRANDED MILK WITH IN HAMIRPUR
DISTRICT (H.P.)” Under the success guidance of Mr.Govind gopal. We
wish himgood luck for the future.

Co-coordinator of BBA Principal

Dr.vijay kaundal Dr. Anju Batta Sehgal
NSCBM Govt. College NSCBM Govt. College
Hamirpur Hamirpur

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 ACKNOWLEDGEMENT
This humble endeavor bears the imprint of many persons who are in one way or
the other helpful in the completion of the study. I tale opportunity to express my
sincere gratitude and thanks to all those who helped me in various ways in the
completion of my project.
It is a privilege to her able and mature guidance and whole hearted cooperation. I
wish to thank her for her consistent moral support and the assistance she regularly
provided me.
Last but not least I express my sense of gratitude to my family members and
friends for their cooperation.

Mayank
B.B.A (6Th SEM)
ROLL NO. 19BBA028
UNI. ROLL NO. 5190360021

4
 PREFACE
The present era is undoubtedly a management era. Management is an important
function in any organization. A management is one of the most important fields
which are widely used in every stage of life. The effective management can be
achieved only by the effective management training and developing skills to
understand the organizational level this project work is part of the course of BBA.
This project is prepared on the basis of analytical study of Branded and Non-
Branded milk.
This project helps the market. Now I am feeling great pleasure in delivering this
project because of better skills of handling the situation and marketing strategies.

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 TABLE OF CONTENTS
PARTICULARS PAGE NO.

DECLARATION 2

CERTIFICATE 3

ACKNOWLEDGEMENT 4

PEREFACE 5

TABLE OF CONTENT 6

CHAPTER 1 INTRODUCTION 7-24

CHAPTER 2 REVIEW OF LETRATURE 25-27

CHAPTER 3 RESEARCH METHODOLOGY 28-30

CHAPTER 4 DATA ANALYSIS 31-44

ANDINTERPRETATION
CHAPTER 5 FINDING, SUGGESTIONS AND 45-47
CONCLUSION
ANNEXURE-1 BIBLOGRAPHY 48-49

ANNEXURE-2 QUESTIONNAIRE 50-55

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 CHAPTER-1
INTRODUCTION

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Customer Behaviour -
Consumer behaviour is the study of how individual customers, groups or organizations select,
buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to
the actions of the consumers in the marketplace and the underlying motives for those actions.

Marketers expect that by understanding what causes the consumers to buy particular goods
and services, they will be able to determine—which products are needed in the marketplace,
which are obsolete, and how best to present the goods to the consumers.

Importance of Customer Behaviour:

Understanding consumer behavior is essential for a company to find success for its current products as
well as new product launches. Every consumer has a different thought process and attitude towards
buying a particular product. If a company fails to understand the reaction of a consumer towards a
product, there are high chances of product failure.
Due to the changing fashion, technology, trends, living style, disposable income, and similar other
factors, consumer behavior also changes. A marketer has to understand the factors that are changing so
that the marketing efforts can be aligned accordingly.
What is the importance of consumer buying behavior? This article outlines several of them.

1. Consumer Differentiation:
In marketing, consumer differentiation is a way to distinguish a consumer from several other
consumers. This helps to make a target group of consumers with the same or similar behavior.
Though you have a targeted customer demographic in your business, you can still have variations
between individual customers. Each group of consumers are different and their needs and wants differ
from other groups. When a marketer is knowledgeable about differentiation of each group of
consumers, he can design separate marketing programs.

2. Retention of Consumers:
“Consumer behavior is of most importance to marketers in business studies as the main aim is to create
and retain customers” says Professor Theodore Levitt (Kumar, 2004).
Consumer behavior is not just important to attract new customers, but it is very important to retain
existing customers as well. When a customer is happy about a particular product, he/she will repeat the
purchase. Therefore, marketing the product should be done in such a way that it will convince
customers to buy the product again and again.

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 3. Design Relevant Marketing Program:
Understanding consumer behaviour allows you to create effective marketing campaigns. Each
campaign can speak specifically to the separate group of consumers based on their behavior.
For example, while targeting kids’ market, you may have to look out for venues such as TV ads, school
programes and blogs targeting young mothers. You will need to take different messaging approaches
for different consumer groups.
A study of consumer behaviour enables the marketers to understand what motives consumers to make
purchases. Furthermore, the same motive can be utilized in advertising media to stir the desire to make
a purchase. Moreover, marketers should take decisions regarding the brand logo, coupons, packing and
gifts on the basis of consumer behaviour.

4. Predicting Market Trend:

Consumer behaviour analysis will be the first to indicate a shift in market trend. For example, the
recent trend of consumers is towards environment friendliness and healthy food. This changing market
trend was observed by many brands including McDonalds. Based on the consumer
behavior, McDonald’s brought healthy food options.
By conducting consumer behavior study, a company saves a lot of resources that might otherwise be
allocated to produce a product that will not be sold in the market. For example, in summer a brand will
not waste its resources for producing a product that will not sell in summer. Based on consumer
behavior the company decides on production strategy which will save on warehouse costs and
marketing costs.

5. Competition:
One of the most important reasons to study consumer behavior is to find out answers to some of the
questions:
 Is the customer buying from your competitor?
 Why is a consumer buying from your competitor?
 What features attracts a consumer to your competitor products?
 What gaps are your consumers identifying in your products when compared to your
competitors?
Studying consumer behavior facilitates in understanding and facing competition. Based on consumers’
expectations, your brand can offer competitive advantages.

6. Innovate New Products:

We all know some of the big names such as New Coke, Crystal Pepsi, Colgate Kitchen Entrées,
Earring Magic Ken Doll, and Wheaties Dunk-a-Balls Cereal. Can you see the similarities in these
products? Yes, they all failed!!
The sad truth is that most new products and new ideas end up in failure. There is an estimate of new
product failures – they range from 33% to 90% based on the kind of industry.

9
Companies consistently strive hard to improve the success rate of their new products or new ideas. One
of the most important ways is to conduct sound and thoughtful consumer behavior study.

7. Stay Relevant in the Market

When the world is changing as rapidly as it is happening today, the biggest challenge we all face is
staying relevant to our target market. And do you know what is the main reason behind the rapid
changes? It is the ever-changing behavior of our customers.
Today’s consumers have greater choices and opportunities, which means they can easily switch to a
company that offers better products and services.
“The pre-eminent skill required to shift ahead in the twenty-first century is the ability to see and
seize.” -Adamson and Steckel, authors of Shift Ahead.
Losing relevance will only cost the company its market share. Haven’t we seen Sony Walkman failing
to stay relevant in the digital music era, and the taxi industry doom with no preparedness to battle the
UBER uprise!!
8. Improve Customer Service
Consumers require different levels of customer service, and understanding the differences within your
customer base will help you provide the most appropriate service for individual needs.
For example, if you own an electronics store, high school or college students who buy a new laptop are
more likely to understand the features they’re looking for than a person buying his first computer. With
the first demographic, your service goal will be to provide information about the latest trends in
technology, while with the second demographic, you’ll need to spend more time educating the
customer, finding out what his specific needs are, and even teaching him how to use the features of his
new electronic device.

STAGES OF CONSUMER BUYNG PROCESS

Six Stages to the Consumer Buying Decision Process (For complex decisions). Actual purchasing is
only one stage of the process. Not all decision processes lead to a purchase. All consumer decisions do
not always include all 6 stages, determined by the degree of complexity...discussed next.
The 6 stages are:

1. Problem Recognition: The buying process starts with need or problem recognition—the buyer
recognizes a problem or need. The buyer senses a difference between his or her actual state and some
desired state. The need can be triggered by internal stimuli when one of the person's normal needs—
hunger, thirst, sex—rises to a level high enough to become a drive. A need can also be triggered by
external stimuli.
Hunger--Food. Hunger stimulates your need to eat. Can be stimulated by the marketer through product
information--did not know you were deficient? I.E., see a commercial for a new pair of shoes,
stimulates your recognition that you need a new pair of shoes At this stage, the marketer should
research consumers to find out what kinds of needs or problems arise, what brought them about, and
how they led the consumer to this particular product.
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2. Information search: An aroused consumer may or may not search for more information. If the
consumer's drive is strong and a satisfying product is near at hand, the consumer is likely to buy it then.
If not, the consumer may store the need in memory or undertake an information search related to the
need. At one level, the consumer may simply enter heightened attention.
The consumer can obtain information from any of several sources. These include personal sources
(family, friends, neighbors, acquaintances), commercial sources (advertising, salespeople, dealers,
packaging, displays, Web sites), public sources (mass media, consumer-rating organizations), and
experiential sources (handling, examining, using the product). The relative influence of these
information sources varies with the product and the buyer. Generally, the consumer receives the most
information about a product from commercial sources—those controlled by the marketer. The most
effective sources, however, tend to be personal. Commercial sources normally inform the buyer, but
personal sources legitimize or evaluate products for the buyer. People often ask others—friends,
relatives, acquaintances, professionals—for recommendations concerning a product or service. Thus,
companies have a strong interest in building such word-of-mouth sources. These sources have two
chief advantages. First, they are convincing: Word of mouth is the only promotion method that is of
consumers, by consumers, and for consumers. Having loyal, satisfied customers that brag about doing
business with you is the dream of every business owner. Not only are satisfied customers repeating
buyers, but they are also walking, talking billboards for your business. Second, the costs are low.
Keeping in touch with satisfied customers and turning them into word-of-mouth advocates costs the
business relatively little.
A successful information search leaves a buyer with possible alternatives, the evoked set. Hungry, want
to go out and eat, evoked set is
Chinese food
Indian food
Burger king

3. Evaluation of Alternatives- need to establish criteria for evaluation, features the buyer wants or
does not want. Rank/weight alternatives or resume search. May decide that you want to eat something
spicy, Indian gets highest rank etc. If not satisfied with your choices, then return to the search phase.
Can you think of another restaurant? Look in the yellow pages etc. Information from different sources
may be treated differently. Marketers try to influence by "framing" alternatives.

4. Purchase decision—In the evaluation stage, the consumer ranks brands and forms purchase
intentions. Generally, the consumer's purchase decision will be to buy the most preferred brand, but
two factors can come between the purchase intention and the purchase decision. The first factor is the
attitudes of others The second factor is unexpected situational factors. The consumer may form a
purchase intention based on factors such as expected income, expected price, and expected product
benefits. However, unexpected events may change the purchase intention.

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5. Purchase--May differ from decision, time lapse between 4 & product availability

6. Post-Purchase Evaluation--outcome: The marketer's job does not end when the product is bought.
After purchasing the product, the consumer will be satisfied or dissatisfied and will engage in post
purchase behavior of interest to the marketer. What determines whether the buyer is satisfied or
dissatisfied with a purchase? The answer lies in the relationship between the consumer's expectations
and the product's perceived performance. If the product falls short of expectations, the consumer is
disappointed; if it meets expectations, the consumer is satisfied; if it exceeds expectations, the
consumer is delighted. The larger the gap between expectations and performance, the greater the
consumer's dissatisfaction. This suggests that sellers should make product claims that faithfully
represent the product's performance so that buyers are satisfied. Some sellers might even understate
performance levels to boost consumer satisfaction with the product. Almost all major purchases result
in cognitive dissonance, or discomfort caused by post purchase conflict. After the purchase, consumers
are satisfied with the benefits of the chosen brand and are glad to avoid the drawbacks of the brands not
bought. However, every purchase involves compromise. Consumers feel uneasy about acquiring the
drawbacks of the chosen brand and about losing the benefits of the brands not purchased. Thus,
consumers feel at least some post purchase dissonance for every purchase.

Why is it so important to satisfy the customer? Such satisfaction is important because a company's
sales come from two basic groups—new customers and retained customers. It usually costs more to
attract new customers than to retain current ones, and the best way to retain current customers is to
keep them satisfied. Customer satisfaction is a key to making lasting connections with consumers—to
keeping and growing consumers and reaping their customer lifetime value. Satisfied customers buy a
product again, talk favorably to others about the product, pay less attention to competing brands and
advertising, and buy other products from the company. Many marketers go beyond merely meeting the
expectations of customers—they aim to delight the customer. A delighted customer is even more
likely to purchase again and to talk favorably about the product and company. A dissatisfied consumer
responds differently. Whereas, on average, a satisfied customer tells 3 people about a good product
experience, a dissatisfied customer gripes to 11 people. In fact, one study showed that 13 percent of the
people who had a problem with an organization complained about the company to more than 20
people. Clearly, bad word of mouth travels farther and faster than good word of mouth and can quickly
damage consumer attitudes about a company and its products.

Therefore, a company would be wise to measure customer satisfaction regularly. It cannot simply rely
on dissatisfied customers to volunteer their complaints when they are dissatisfied. Some 96 percent of
unhappy customers never tell the company about their problem. Companies should set up systems that
encourage customers to complain. In this way, the company can learn how well it is doing and how it
can improve.

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 MILK
Milk is normal mammary gland secretion of female mammals or it can be specifically said as the
whole, fresh lacteal secretion obtained by the complete milking of one or more healthy cows, excluding
that obtained within 15 days before and 5 days after calving, or such longer period as may be necessary
to render the milk practically colostrum free. It consists largely of water, milk fat, lactose or milk
sugar, protein and mineral matter. Milk is one of the most important foods in the human diet because it
has many components present in very small quantities that are essential to growth and well- being.

Milk (also known in unfermented form as sweet milk) is a nutrient-rich liquid food produced by
the mammary glands of mammals. It is the primary source of nutrition for young mammals,
including breastfed human infants before they are able to digest solid food. Early-lactation milk is
called colostrum, which contains antibodies that strengthen the immune system and thus reduces the
risk of many diseases. It holds many other nutrients including protein and lactose. Interspecies
consumption of milk is not uncommon, particularly among humans, many of whom consume the milk
of other mammals.

13
As an agricultural product, dairy milk is collected from farm animals. Dairy farms produced around
730 million tonnes (800 million short tons) of milk in 2011, from 260 million dairy cows. India is the
world's largest producer of milk, and is the leading exporter of skimmed milk powder, yet it exports
few other milk products. The ever-increasing rise in domestic demand for dairy products and a large
demand-supply gap could lead to India being a net importer of dairy products in the future. New
Zealand, Germany and the Netherlands are the largest exporters of milk products. China and Russia
were the world's largest importers of milk and milk products until 2016 when both countries became
self-sufficient, contributing to a worldwide glut of milk.
Throughout the world, more than six billion people consume milk and milk products. Between 750 and
900 million people live in dairy farming households.

MILK (Non-Branded)
Dairy production is an integral part of the Animal Husbandry and forms part of the earning of small
and marginal farmers in Himachal Pradesh. The recent trend towards the development of a market-
oriented economy emphasized the importance of milk production, especially in areas falling in the
vicinity of urban consumption centers. This has motivated farmers to replace local non-descript breeds
of cows with cross-breed cows. Upgradation of indigenous cattle is being carried out by cross breeding
with Jersey and Holsten. In buffalo upgradation with Murral bull is being popularized. Artificial
insemination with the latest technology of Deep-Frozen Semen is being practiced. During 2016-17,
12.94 lakh semen straws for cows and 3.01 lakh semen straws for buffaloes were produced by sperm
14
station. During 2017-18, 11.50 lakh semen straws for cows and 3.00 lakh semen straws for buffaloes
are likely to be produced. During 2016-17, 4.40 lakh liter Liquid Nitrogen (LN2) gas was produced and
8.80 lakh liter is likely to be produced in 2017-18. During 2016-17, artificial Insemination facility is
being provided through 3,086 institutions to 7.65 lakh cows and 2.35 lakh buffaloes and 9.16 lakh cows
and 2.47 lakh buffaloes are likely to be inseminated during the year 2017-18. Cross breed cows are
preferred because of factors such as longer lactation period, shorter dry period and higher yields.
During 2017-18 the “Uttam Pashu Puraskar Yojna” will be implemented with the provision of `20.00
lakh and funds to the tune of `30.00 lakh have been provided for the organisation of “Animal Mandis at
Districts and Block level.

15
Dairy Entrepreneurship Development Scheme (Doodh Ganga Yojna):-
Ganga Yojna):- 8.8 Doodh Ganga Scheme has been launched in collaboration with NABARD in the
State since 25th September,2009. The Components of the scheme include: • Establishment of small
dairy units (units size comprise of 2-10 milch animals) Bank Loan of `6.00 lakh for purchase of 10
animals. • Bank Loan to the tune of `20.00 lakh for purchase of milking machine/ bulk milk cooling
units, • Purchase of dairy processing equipments for manufacture of indigenous milk products, Bank
Loan to the tune of `13.20 lakh. • Establishment of dairy products transportation facilities and cold
chain bank loan of `26.50 lakh. • Cold storage facilities of milk products bank loan of `33.00 lakh. •
Dairy, marketing outlet/ Dairy parlour Bank Loan of `1.00 lakh. Pattern of Assistance i) Bank ended
capital subsidy @ 25 percent of the project cost for general category and 33.33 percent for farmers of
SC/ ST category. ii) Entrepreneur contribution (Margin - Money) for the loans beyond `1.00 lakh will
be 10 percent of the project cost.

16
New Innovations
Himachal Pradesh Milkfed is manufacturing Panjiri at ‘Panjiri Manufacturing Plant’ Chakkar (Mandi)
to cater the need of the Welfare Department under ICDS project, 38,049.52 quintal of ‘Nutrimix has
been supplied During 2016-17. Himachal Pradesh Milkfed has also supplied 5,638.61 quintals of
Skimmed Milk Powder (SMP) and 5,497.00 quintals of Bakery Biscuit to ICDS, SABLA Block
through Women and Child Welfare Department. • The H.P. Milk Federation organize training

programme to milk producers at village level for educating them to produce good quality of milk. •
H.P. Milkfed has also diversified its activities by manufacturing sweets during Deepawali festival and
sold 300 quintals of 2017-18. • H.P. Milkfed is providing refreshment kit to Blood donors at IGMC
Shimla. Achievement of H.P. Milkfed are shown in Table 8.2
The H.P. Milk Federation not only provides a remunerative market to the milk producers living in
remote and far-flung areas but also makes available milk and milk products to the consumers in urban
areas at a competitive prices. In order to ensure that milk is instantaneously chilled at village level,
H.P. Milkfed has installed 104 Bulk Milk Coolers at village level in various parts of the State. To bring
transparency and automation in the testing of milk at village level, H.P. Milkfed has installed 227
Automatic Milk Collection Units in different Village Dairy Co-operative societies.

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 MILK (Branded)

1.Amul
Amul was founded on 14 December 1946 in Anand, Gujarat, India.
Amul was founded as a result of revolution to help poor dairy farmers and landless labourers.
Eventually, this small cooperative grew to become a very big Indian brand.
Amul also played a major role in making India the world’s largest producer of milk.

Amul was founded in Anand, Gujarat, India.

Anand is a municipality in Gujarat and now Anand is known as Milk Capital of India.

Tribhuvandas Kishibhai Patel, a political leader and Verghese Kurien, an engineer are the co-founders
of Amul.

The reasons for the success of Amul are adhering to strict hygiene and quality standards,
diversification into numerous dairy based products and effective use of
marketing. Amul became so successful that its model was implemented all over India resulting in The
White Revolution (Operation Flood).

Amul has been very successful in eliminating the middlemen.

In fact, Amul was started

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 to end the dominance of middlemen.
Amul eliminated the middlemen in two steps-
• It allowed any dairy farmer to join the co-operative irrespective of his or her caste, religion or
financial status.
• Then, Tribhuvandas Kishibhai Patel made the Bombay government to procure milk directly from this
cooperative.
So, when the farmers started to sell their milk directly to the government through their own co-
operative, the role of middlemen ended.

‘The Taste of India’ is the tagline of Amul.

The meaning of this tagline is that Amul provides quality and tasty food products to India.

In fact, there is no single owner of Amul.

Amul is a cooperative society and is jointly owned by 3.6 million milk producers in Gujarat.

The name Amul was suggested to Verghese Kurien by a chemist.

Amul is the abbreviation of Anand Milk Union Limited.

The Amul girl mascot was created in 1966 by Eustace Fernandes, the art director of DaCunha
Communications.
The Amul girl was created with the suggestions of Dr Verghese Kurien.
He suggested a mischievous little girl as a mascot.

Amul has a total of 31 plants in India.

Gujarat has 13 Amul plants, 4 plants are located in Delhi/NCR region, 2 plants are in UP, 4 plants are
located in Maharashtra, Rajasthan has 3 plants and Madhya Pradesh, Assam, Chattisgarh, Jammu and
Kashmir and Jharkhand each of these states have one Amul plant.

2. MotherDairy
Mother Dairy was set up in 1974 under the Operation Flood Programme. A wholly owned company of
the National Dairy Development Board (NDDB). Mother Dairy manufactures, markets and sells milk
and milk products under the Mother Dairy brand (milk, cultured products, ice creams, paneer and
ghee), Dhara range of edible oils, Safal range of fresh fruit and vegetables, frozen vegetables,
processed fruit and vegetable products, fruit pulps and concentrates in bulk aseptic packaging and fruit
juices at a national level through its sales and distribution networks for marketing food items.
Mother Dairy sources significant part of its requirement of liquid milk from dairy cooperatives.
Similarly, Mother Dairy sources fruits and vegetables from farmers / growers associations. Mother
Dairy also contributes to the cause of oilseeds grower cooperatives that manufacture/ pack the Dhara
range of edible oils by undertaking to nationally market all Dhara products. It is Mother Dairy's
constant endeavour to ensure that milk producers and farmers regularly and continually receive market
prices by offering quality milk, milk products and other food products to consumers at competitive

19
prices and uphold institutional structures that empower milk producers and farmers through processes
that are equitable.

For anyone who lives in Delhi and the National Capital Region, Mother Dairy is an essential
ingredient to the start of every day. Whether it means picking up your daily milk supply at your
local Mother Dairy booth or having it delivered to your home, the Mother Dairy brand has been an
integral part of every Delhi citizen’s morning routine since 1974.

The beginning

The NDDB (National Dairy Development Board) fully owns Mother Dairy as a subsidiary. Mother
Dairy was created under the Operation Flood Initiative, the world’s largest program for dairy
development, aimed at making India a milk-sufficient nation. Since its origins during the
country’s White Revolution, the brand has grown from strength to strength, diversifying from its
flagship dairy products to include fruits and vegetables, frozen foods under the Safal brand, edible
oils, jams and fruit juices among other products that customers swear by.

A trusted brand

Built on the cooperative milk model that revolutionised the Indian dairy industry while transforming
the lives of milk producers in distant rural areas, Mother Dairy bases a major portion of its daily
milk production from dairy cooperatives and village level organisations, ensuring the freshest
products while empowering those who produce them. High quality and reliable products along with
20
a robust network of local level milk booths and larger retail channels have ensured that Mother
Dairy has become a household name in the branded milk segment. The immense brand loyalty it has
garnered has allowed the brand not only to expand its markets to other parts of the country but also
to enter new product markets.

Other products and divisions

The company’s Fruit and Vegetable Division, Safal, is nothing short of a pioneer in its segment.
Having been the first company to organise the fragmented fruit and vegetable market in the country,
it now handles the largest number of fruit and vegetable stores in the Delhi along with a growing
presence in Bengaluru. Safal’s loyal customer base has only expanded since the introduction of the
convenient frozen vegetable products that have brought much-needed convenience to the hectic life
of the modern city dweller. Constantly looking for new, profitable avenues, the dynamic Mother
Dairy brand also houses a modern food processing plant in Bengaluru that produces export quality
fruit pulp and concentrate, supplying internationally renowned brands like Coca-Cola, Unilever, and
Nestle among others. While constantly innovating in the dairy space, the company has also found a
strong footing in the edible oil market with its marquee brand Dhara. Today, with an annual
turnover of 6,000 crores, the Mother Dairy brand is going great guns!

Happy Food, Happy People: Keeping customers and employees happy

Mother Dairy’s quality products and the loyal customer base that has been a result of this has
ensured that the brand stay’s true to its tagline “Happy Food, Happy People”. Recognised as the
second best in the FMCG segment and ranked 39th among India’s Top 100 Best Companies to work
for, these accolades are a testament to Mother Dairy’s commitment to quality, reliability and an
astute understanding of the tastes and preferences of its consumers.

Where numerous industry pioneers have been forced to shut shop, unable to keep pace with
changing consumer tastes, Mother Dairy is constantly evolving, spoiling its customers for
choice. With variants of milk, dairy products like lassi, probiotic curd, fruit yoghurt, flavoured milk
and their deliciously good mishti doi, to the range of fresh fruits and vegetables, Mother Dairy has
ensured their customers are lining up at their neighbourhood milk booth for years to come.

21
 3. Verka

Verka is a flagship brand of MILKFED and came into being in 1973 when MILKFED was mandated
for milk procurement, quality processing of milk & its products and marketing of these products.
“Verka” was christened after the name of the place where the first plant was setup in Amritsar.

A trusted brand, Verka has become a household name and is loved by its customers for nutrition,
quality and sheer indulgence. It has consolidated its brand strength by not only retaining the high
quality of existing products but also by innovating and bringing new products to the tables of its
diverse customers.

Verka has a wide range of products including different variants of Pasteurized Packed milk, Ghee,
Table Butter, Skimmed Milk Powder, Whole Milk Powder, Cheese, Sweetened Flavoured Milk, Ice
Cream, Indigenous sweets, fresh Products like Lassi, Paneer, Dahi, Kheer and Tetra Pack Products
such as fruit beverages & milk. The products are available in Punjab, Haryana, Himachal Pradesh,
Jammu & Kashmir and Northeast India. Verka also exports ghee to countries like the Middle East,
Australia, Japan, New Zealand and Malaysia.

Verka stands apart, with its promise of purity! In the milk testing done by NABL (National
Accreditation Board for Testing and Calibration Laboratories) accredited laboratory, Verka Gold has
topped the full cream milk category with a score of 88 out of 100. The brand registered the highest
milk fat at 6.69%, a lower saturated fat of 3.52%, and lower cholesterol content of 8.67mg/100g. Verka
milk is also loaded with Calcium and Vitamin A.

The Start of our Story

The Punjab State Cooperative Milk Producers’ Federation Limited, popularly known as MILKFED,
came into existence in 1973 to boost the dairy farming in the state. The primary objective of the
Federation was to provide a remunerative market to the milk producers in the state through value
addition and effective marketing of the produce. The other objective was to provide technical inputs to
the milk producers for enhancement of milk production.
Although the federation was registered much earlier, it took its current bigger role, in the year 1983
when all the milk plants of the erstwhile Punjab Dairy Development Corporation Limited were handed
over to Cooperative sector under Operation Flood. This move was directed at the giving the farmers a
better deal and the customers better products. The organization setup follows a three-tier system: Milk
Producers Cooperative Societies at the village level, Milk Unions at District level and Federation as an
Apex Body at State level. MILKFED Punjab has continuously advanced towards its coveted objectives
well defined in its bylaws.

22
Collecting the Drops of Goodness

Currently, Verka sources milk from over 3,50,000 members of around 6300 village milk producers’
cooperative societies. These village level cooperatives work under 11 district milk producers’ unions
with 9 milk plants having a consolidated milk handling capacity of around 20,00,000 litres per day.
Each Verka product is the manifestation of natural goodness unlocked by adopting state of the art
technology.

Verka pays remunerative price of 586/- per kg fat to the milk producers. Apart from an attractive price,
transparency in payments, better testing and effective quality assurance systems makes Verka the
perfect choice for the milk producers. This culminates into high milk procurement by the brand. It
procured an average 15.82 lac litres of milk per day during 2019-20 as against 16.35 lac litres of milk
per day during the year 2018-19.

23
 CHAPTER-2
REVIEW OF
LITERATURE

24
 REVIEW OF LITERATURE

Review of literature is necessary as it familiarizes the researcher with the concept and conclusion
already evolved by earlier analysis. It also enables the present researches to measure the scope
for future study and to frame appropriate objectives for the proposed evaluation. Since the
proposed study is to analyse the gap between expectation and perception in service quality the
previous studies made in this area of research the briefly reviewed. It also include the opinion
expressed by various authorsin leading articles, journals and notebook.

Rubaina (2010) conducted a research on the customer preference towards dairy products. The study
made an attempt to identify the customer’s preference towards dairy products and to know about the
factors which influence the selection of different brands of dairy products. The study revealed that the
company should make survey to know the expectations of the consumers and produce that product in
the manner so as to attract more customers towards their brand and advertisement can be done through
mass media to increase sales and toemployment status, marital status, household size were determined.
Selected psychographic characteristics, namely quality conscious store and brand loyalty , conformists,
price conscious planner, time and financial constraints were determined. Recommendations were made
where a relationship was found between preference for either branded and unbranded milk and milk
product and specific demographic and psychographic characteristicseducate customers about the
product.

Elangovan.N and Gomatheeswaran.M (2015) focused on consumer behaviour towards various

brands of milk and milk products. Consumers’ lifestyles are influenced by number of factors. Like
culture, subculture, values, demographic factors, social status, reference groups, household and also the
internal makeup of the consumer, which are emotions, personality motives of buying, perception and
learning. The study was examining the differences in consumer’s behaviour with socio and economic
characteristics towards brand selection.

Ananda Kumar. A and Babu.S (2014) made an attempt to find the factors affecting consumer’s
buying behaviour, with the focus on dairy products. The variables include packaging, cost, availability,
ingredients, product popularity, product quality, product taste, etc., that influence the choice of a brand
from among those in the consideration list, but may not be the most important and primary
determinants for short listing brands. The study is useful to the marketers as they can create various
marketing programs that they believe will be of interest to the consumers. It can also boost their
marketing strategy.

25
Lokanathan.S (2008) undertook as study on customer satisfaction towards mothers dairy products.
The objective of the study was to know the customers ideas, opinion and the satisfaction level towards
mother’s dairy production. The study found that mother’s dairy is a big organization and the market
leader in dairy products and has maximum market in milk. The study also found that customers are
mostly satisfied with the overall quality of mother’s dairy products.

Rangasamy and Dhaka (2008) undertook a comparative on marketing efficiency of Dairy Products
for Co-operative and Private Dairy Plants in Himachal Pradesh. Their study aimed at comparing the
marketing of milk and milk products by dairy plants of co-operative and private sectors in Himachal
Pradesh. It was found that the marketing cost for toned milk was same in both the dairy plants, whereas
it was higher for other milk in the cooperative dairy plant. All the dairy products earn more marketing
margins in the private than cooperative dairy plant, except for toned milk. Hence, the marketing
efficiency of cooperative dairy plant for all dairy products has been observed relatively less than that of
private dairy plant, except toned milk. The study also found that value addition in dairy products
should be done without compromising the quality and consumer-oriented market research and
development should be accorded greater attention.

26
 CHAPTER -3
RESEARCH
METHODOLOGY

27
RESEARCH MTHODOLOGY

The present study is carried out to analyse the customer satisfaction level with the branded milk
and non-branded milk(loose milk). For this purpose descriptive research approach followed and
for the same, surays, are undertaken to learn about people knowledge, benefit, preference,
satisfaction/dissatisfaction etc. and to measure these magnitude in the general public.
Accordingly data after collection have been processed and analysed using percentages and ratios.
Data obtained during the study was systematically tabulated and interpreted with the help of
tables or charts.

OBJECTIVES OF THE STUDY

I have prepared this report with some specific objectives

1. To study the concept of Consumer behaviour

2. To study the consumer behaviour towards selected particular branded or unbranded milk and
milk products.
3. To examine the differences in consumer’s behaviour with social and economic characteristics
towards brand selection.
4. To identify the brand awareness, problems and level of satisfaction of the respondents in
purchasing of various brands of milk and milk products.

SAMPLE SIZE

The sample size of 60 customers of the BRANDED AND NON-BRANDED MILK was taken
from HAMIRPUR district HIMACHAL PRADESH.

DATA COLLECTION

A) Primary Data- The primary data collected through questionnaire administered to a sample
of 100 customers selected from Hamirpur city (H.P.) the questionnaire was pre-designed and
pre-tested before it was administered.

SECONDARY DATA-Secondary data was collected through various publication of

newspaper, magazines, books and websites and some data about the non-branded was
collecting talking to the local and from previous data collection on this topic BRANDED
AND NON-BRANDED MILK websites.

28
TOOLS AND TECHNIQUES

The questionnaire contained numerous parameters covering various aspects of customer’s

satisfaction. A five point Likert scale used to qualify responses to the question. The weighted
average score was calculated for each Likert type statement to measure level of satisfaction. A
frequency table comprising of five kinds of responses prepared for each mean score for each
variable calculated.

SCOPE OF THE PRESENT STUDY

Every organization is depending upon of their customers because the customer are also known as
the assets of an organization. The customers satisfaction are directly influenced by the services
quality of the organization, hence the customer should be properly satisfied because high
satisfaction among customers reflect service and efficiency of the organization in all respects. An
organization should find all factors which lead dissatisfied among customers and try to correct
discrepancies leading to dissatisfaction. A customer also directly and indirectly helps to
advertisement of an organization, so the customer happiness is very important tool to attract new
customers.

Limitation of the study:

The study report consist of some limitations:-
 The report has been conducted with in a limited time frame.
 The study was limited to the customer of Hamirpur.
 Sample were selected conveniently.
 The sample of size was limited to 100 only and the sample size
may notrepresent whole market.
 Only selected areas have been considered for the study.
 The accuracy of the finding so study depends upon the correctness of
the responses provided by the respondents.
 Unwillingness of some respondents to provide information is
another limitation.

29
 CHAPTER-4
ANALYSIS AND
INTERPREATATION

30
EXPLORATORY STATISTICS

Exploratory statistics examination is a way to deal with investigation informational collections to

abridge their principle attributes, regularly with visual strategies. In this section exploratory
statistics is used to analyses the frequency trends observed in different demographic and other
variable under study.

SECTION-1
In this section an attempt has been made to know respondents decision while purchasing and
about finance facility provided by companies.

SECTION-2
In this section an attempt has been made to know customers experience, best fit and opinion
toward milk.

SECTION-3
In this section an attempt has been made to check comfort and action toward complaints lodged.

31
 TABLE- 4.1

How often do you NO. of Responses Percentage

Buy milk
daily 79 79%
weekly 9 9%
Day after another 7 7%
never 5 5%
TOTAL 100 100%

Source: Data complied through questionnaire.

Interpretation:
79% customer buy milk on daily basic.9% customer buy milk on weekly basic and some of
the remaining customer 7% buy milk day after another and rest 5% customer never buy milk.
The majority of the customer buy milk on daily basic.

32
 TABLE-4.2
Type of milk NO. of Responses Percentage

Loose milk 57 57%

Branded packed milk 40 40%
Others 3 3%
Total 100 100%

Source: Data complied through questionnaire.

Interpretation:
majority of people use loose milk in hamirpur city according to the survey 57% customer prefer loose milk and
40% customer use branded packed milk and 3% of the customer don’t buy milk

33
 TABLE-4.3
Purchase point of NO. of Responses Percentage
loose milk
Dealers point 14 14%
shop 22 22%
Dairy booth 15 15%
Home delivery 34 34%
none 15 15%
Total 100 100%

Source: Data complied through questionnaire.

Interpretation:
This question is prepared to know from where the most of the customer buy the loose milk for
their personal use as per the gather information 14% customer buy from the dealer ,22% buy
from the shop, 15% customer buy their milk from dairy booth and 34% customer get there milk
directly at the door step, 15% don’t purchase milk. Therefore the most of the customer get there
milk home delivered .

34
 TABLE-4.4
If Loose milk provided NO. of Responses Percentage
directly by dairy, would
you like to buy
yes 51 51%
no 24 24%

maybe 25 25%
Total 100 100%

Source: Data complied through questionnaire.

Interpretation:
This question is prepared to know that if the loose milk provided directly by diary would you
like to buy or not so as the result of the survey majority(51%) of the customer are agree with the
idea of selling loose milk directly at diary. 24% customer not agree with the idea and remaining
25% customer are confused in making their decision.

35
 TABLE-4.5
Type of milk NO. of Responses Percentage

Amul 31 31%
Mother diary 14 14%

verka 19 19%

none 36 36%
Total 100 100%

Source: Data complied through questionnaire.

Interpretation:
By the result of the question we come to know about the which brand of milk use the most by
the customer as the result 33.3% customer use amul brand milk that is the majority of the
customer and 16.7% customer use mother dairy milk and 23.3% customer use verka brand milk
and rest 26.7% customer don’t use packed milk.

36
 TABLE-4.6
Purchase point of NO. of Responses Percentage
packaged milk
dealer 8 8%
shop 42 42%

Dairy booth 13 13%

Home 8 8%
delivery
none 29 29%

Total 100 100%

Source: Data complied through questionnaire.

Interpretation:
This question is prepared to know from where the most of the customer buy the packed milk for
their personal use as per the gather information 8% customer buy from the dealer ,42% buy
from the shop, 13% customer buy their milk from dairy booth and 8% customer get there milk
directly at the door step, 29% don’t purchase milk. Therefore the most of the customer get there
milk shop

37
 TABLE-4.7
Quality of milk NO. of Responses Percentage
Very good 32 32%
Good 28 28%

Average 32 32%
bad 4 4%

Very bad 4 4%

Total 100 100%

Source: Data complied through questionnaire.

Interpretation:
From the analysis we came to know the customers of Himachal Pradesh are very satisfied with
taste of branded milk 32% rated the taste of the milk very good and 28% people rated the taste
good and 32% people rated the taste as average and rest 8% people rated the tasted as bad . but
the majority of the people rate taste as good .
38
 TABLE-4.8
Size of packet NO. of Responses Percentage
500ml 33 33%
1l 36 36%
5l 3 3%

none 28 28%
Total 100 100%

Source: Data complied through questionnaire.

Interpretation:
From the above question we came to know about the size of the milk package purchase by the
customer most of them buy half liter package of milk in term percentage it is 33% that same for
1 liter of milk and 36% don’t use packed milk and only 3% use 5l of milk.

39
 TABLE-4.9
No. of time in a NO. of Responses Percentage
day you milk
1 time 80 80%
2 time 13 13%
1 time/ 2days 7 7%
Total 100 100%

Source: Data complied through questionnaire.

Interpretation:
From the above analysis we come to know that most of the customer 80% buy milk only one
time a day and 13% customer 2 times a day and rest buy milk 1 time in 2 day.

40
 TABLE-4.10
Bill payment NO. of Responses Percentage
Daily 37 37%
Advance 10 10%
Monthly 49 49%
weekly 4 4%
Total 100 100%

Source: Data complied through questionnaire.

Interpretation:
Above question show that how often you pay the bill of the milk 37% Customer pay their milk
bill on daily basis and 10% customer only pay their bill in advance and 49% customer pay their
bill on monthly basis and rest 4% pay their bill on weekly interval.

41
 TABLE-4.11
Change when NO. of Responses Total
price increase
Change in brand 8 8%
Change in milk type 11 11%
Decrease the amount of 16 16%
milk purchase
Don’t do any thing 65 65%
Total 100 100%

Source: Data complied through questionnaire.

Interpretation:
This question show what the customer do when price of milk increase majority 65% of the
customer don’t do anything. Some change the milk brand or change their milk type and some
decrease the amount of milk purchased.

42
 TABLE-4.12
Influence your milk NO. of Responses Total
purchase decision
Media 26 26%

Word of mouth 39 39%

Salesman/ agent 29 29%

Local 1 1%

Friends 2 2%

Family 2 2%

neighbor 1 1%

Total 100 100%

Source: Data complied through questionnaire.

Interpretation:
This question show which mod influence the decision of buying milk for you in 28%
customer are in flounced by the media, 39% customer are influenced by word of mouth and
29% customer are influenced by agents and salesman and rest of customer are customer are
influenced by their friends family and by the neighbors .

43
 CHAPTER-5
SUGGESTIONS
AND CONCLUSION

44
 SUGGESTIONS

1. In Himachal Pradesh, the consumption of unbranded milk is popular . people generally prefer
unbranded milk rather than branded milk.

2. People think that if they will use branded milk, it is not fresh.

3. Many times, it’s difficult to make ghee with the branded milk.

4. Cooperation and coordination between milk producing companies and milk importers in order
to keep in correspondence with local processors and consumers demands and needs.

5. Regulating accurate and detailed specifications especially for small grocery stores and milk
marketing outlets in order to control storing and refrigerating facilities of milk products as well
as other fresh perishable products.

6. Training and educational programs should be provided by milk processing companies for
retailers specially to train them and inform them about modern ways of storing and displaying
products to consume

CONCLUSION

To conclude I would like to say that , there is lack of awareness among the consumer about the milk
they are consuming. The awareness campaign has to be run by the companies that how they
pasteurized the milk and how hygienic it is to use branded milk.

45
ANNEXURE- 1
BIBLOGRAPHY

46
BIBLOGRAPHY
REFREANCE BOOKS:
MARKETING MANAGEMENT – V.S. RAMASWAMY AND S.NAMAKUMARI
ADVERTISING AND PROMOTIONS – GEORGE E.BELCH & MICHAEL A.BELCH

WEBLIOGRAPGHY:
www.wikipedia.com
www.google.com
www.amul.com
www.motherdairy.com
www.verka.coop

47
QUESTIONNAIRE
ANNEXURE – 2

48
 A
PROJECT
REPORT
ON

CUSTOMER PREFERENCE AND SATISFACTION

LEVELS TOWARDS ROYAL ENFIELD AND BAJAJ
MOTORS IN
HAMIRPUR DISTRICT (H.P.)

Dear Respondent,
I perusing BBA project from NSCBM
GOVT. COLLEGE HAMIRPUR on topic in this questionnaire.
We attempt to study of consumer Behaviour toward various
branded and non-branded milk .As a casestudy please abolished
by giving critical comments and suppling correct information.
The information supplied by you strictly utilized for completing
the project work you kindly requested to fill up schedule by
giving free and frank opinion.

PROJECT
SURVEYER
MAYANK

NAME: ……………….
AGE: …………………

49
 Address: ………………

Gender

male Female transgender

E-mail ID of the person: ………………….

Occupation: ………………………….

1. How often do you buy milk for personal use ? *

daily
weekly

day after another

2. What type of milk do you prefer the most? *

loose milk

Brand packaged milk

Other:

If loose Milk

50
3. Price of loose milk....................Rs./ liter

4. Please mention the purchase point for the milk: *

dealers point
shop

dairy booth

home delivery

none

5. If loose milk provided directly by dairy, would you like to buy? *

Yes

No

Maybe

G. Reason of using loose milk *

low price
tasty
unadulterated
freshness
measurement is done in front
unskimmed milk
credit facility
none ( if not using)

51
7. Reason for not using packaged milk (if not at all using packaged milk) *

not accessible
high cost
adulterated
not fresh
skimmed
low
quality
none

If Packaged

8. Please mention the purchase point for the packaged milk *

dealer

shop

dairy booth

home delivery

none

9. Please mention the brand of the packaged milk you use *

amul

motherdairy

verka
none

10. Since how many years are you using this brand of milk? *
52
11. Rate the quality of branded milk *

very good

good

average

bad
very bad

12. Which type of milk are you buying? *

toned milk

double toned

tetra packmilk

none

13. Which size of packet do you buy? *

500ml

1l

5l

none

Questions For Both/ Either Loose And Packaged Milk

53
14. How many times do you buy milk in a day? *

1 time

2 time

1 time/ 2 day

15. Time of buying milk *

5am-8am

8am-5pm

5pm-8pm

1G. The purpose of using milk *

drinking

coffee/tea ghee

makingcurd

makingfor

sweets

17. how often do you pay the bill *

daily

advance

monthly

weekly

54
18. what do you do when price increases?

change in brand change in

milk type

decrease the amount of milk purchasedon't do

anything

19. From where do you get information regarding milk/ who influences yourpurchase
decision? *

media

word of mouth

salesman/agents

Other:

55