Sudha Bihar

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    ACKNOWLEDGEMENT

    I take this opportunity in expressing my sincere gratitude to my teachers, guide and

    others who have helped me in completing my project work in particular and my

    course in general.

    First of all I would like to express my thanks to management of the dairy for

    allowing me to complete my training there. I am thankful to Mr. Vijoy Kumar,

    Management Director, who arranged my training programme in the organization.

    I am thankful to Mr. Gyan Shankar Sir, Marketing Manager as well as my

    training guide at Muzaffarpur dairy & Mr. Dhananjay Kumar, for his proper

    guidance, co-operation and valuable suggestions. It would be difficult task to

    complete this project report without his co-operation and guidance.

    I am extremely thankful to my able guide Dr. J. John Adaikalan, (Asst.

    Professor) Annamalai University, for his all along suggestions and dynamic

    guidance to me.

    And lastly that name who encouraged and assists me, every time in my life. He

    always tries to boost up my morality therefore I easily overcome all hindrances.

    That name goes to my loving parents and all family members.

    [Manoj Prabhakar]

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    TABLE OF CONTENT

    CHAPTER TOPIC PAGE NO.

    1. INTRODUCTION 3-32

    a) Dairy industry profileb) About the companyc) About the studyd) Objective of the studye) Limitation of the study

    2. RESEARCH METHODOLOGY 33-36

    a) Study of the objectiveb) Research designc) Sampling techniqued) Sampling plane) Data collection methodsf) Methods of analysis

    3. DATA ANALYSIS AND INTERPRETATION 37-61

    a) Anova test4. FINDING AND SUGGESTION 62-64

    5. CONCLUSION 65-71

    a) Bibliographyb) Appendix

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    Chapter: 1

    INTRODUCTION

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    1.1 DAIRY INDUSTRY PROFILE:

    Dairy enterprise is an important occupation of the farmer. In India, nearly

    70% of the people depend on agriculture. It is the backbone of India. It is

    mainly a rural occupation closely associated with agriculture. More than 2,445

    million people economically active in agriculture in the world, probably 2/3

    or even more of them are wholly or partly dependent on livestock farming.

    India is endowed with rich flora & fauna & continues to be vital avenue for

    employment and income generation, especially in rural areas. The dairy sector

    in the India has shown remarkable development in the past decade and India

    has now become one of the largest producers of milk and value-added milk

    products in the world. The dairy sector has developed through co-operative in

    many parts of the state. Traditionally, in India dairying has been a rural

    cottage industry. Semi-commercial dairying started with the establishment of

    military dairy farms and co-operative milk unions throughout the country

    towards the end of the 19th century. In earlier years, many households owned

    their own family cow or secured milk from neighbors who had one. With the

    increase in urban population fewer households could afford to keep a cow for

    private use & moreover there were other problems also like the high cost of

    milk production, problem of sanitation etc. restricted the practice; and

    gradually the family cow in the city was eliminated and city cattle were all

    sent back to the rural areas. Gradually farmers living near the cities tookadvantage of their proximity to the cities & began supplying to the urban

    population; this gave rise to the fluid milksheds we see today in every cities

    of our country. Prior to the 1850s most milk was necessarily produced within

    a short distance of the place of consumption because of lack of suitable means

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    of transportation and refrigeration. The Indian Dairy Industry has made rapid

    progress since Independence. A large number of modern milk plants and

    product factories have since been established. These organized dairies havebeen successfully engaged in the routine commercial production of

    pasteurized bottled milk and various Western and Indian dairy products. With

    modern knowledge of the protection of milk during transportation, it became

    possible to locate dairies where land was less expensive and crops could be

    grown more economically. In India, the market milk technology may be

    considered to have commenced in 1950, with the functioning of the Central

    Dairy of Aarey Milk Colony, and milk product technology in 1956 with the

    establishment of AMUL Dairy, Anand. Indian dairy sector is still mainly an

    unorganized sector as barely 10% of our total milk production undergoes

    organized handling. Beginning in organized milk handling was made in India

    with establishment of Military Dairy Farms. Handling of milk in co-operative

    Milk Unions established all over the country on a small scale in the early

    stages. Long distance refrigerated rail-transport of milk from Anand to

    Mumbai since 1945 pasteurization and bottling of milk on a large scale for

    organized distribution was started at Aarey (1950), Calcutta (Haringhata,

    1959 ), Worli (1961), Madras(1963) etc. establishment of Milk Plants under

    the Five-Year plans for Dairy Development all over India. These were taken up

    with the dual object of increasing the national level of milk consumption and

    ensuing better returns to the primary milk producer. Their main aim was to

    produce more, better and cheaper milk.

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    NATIONAL DAIRY DEVELOPMENT BOARD (NDDB):

    The National Dairy Development Board was created to promote, finance and

    support producer-owned and controlled organizations. NDDBs programmes

    and activities seek to strengthen farmer cooperatives and support national

    policies are favorable to the growth of such institutions. Fundamental to

    NDDBs efforts are cooperative principles and the Anand pattern of

    cooperation.

    A commitment to help rural producers help themselves has guided the DairyBoards work for more than 30 years. This commitment has been rewarded

    with achievements made by cooperative dairies in milk production,

    employment generation, and per capita availability of milk, foreign exchange

    saving and increased farmer incomes.

    The National Dairy Development Board (NDDB) has replaced exploitation

    with empowerment, convention with modernity, stagnation with growth and

    transformed dairying into an instrument for the development of Indian

    farmers.

    The National Dairy Development board was created in 1964 in response to

    the Prime Minister Lal Bahadur Shastris call to transplant the spirit of Anand

    in many other places. He wanted the Anand model of dairy development-

    with institutions owned by rural producers, which were sensitive to their

    needs and responsive to their demands-replicated in other parts of the

    country.

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    The Boards creation was routed in the conviction that our nations socio-

    economic progress lies largely on the development of rural India.

    Thus NDDBs mandate is to promote, finance and support producer-owned

    and controlled organizations. NDDBs programmes and activities seek to

    strengthen farmer cooperatives and support national policies that are

    favorable to the growth of such institutions.

    NDDB believes that the 7,000-crore(Rs.70-billion) milk cooperative market is

    getting much more competitive and wants to strengthen the position ofcooperatives through a multi- pronged action plan with an outlay of Rs. 800

    crores (Rs.8-billion). This includes using MDFL to enter into 51:49 joint

    venture companies with state cooperative federations to assist them with

    marketing value added products and to help them in other ways to become

    self-reliant enterprises.

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    Co-operative companies playing in Dairy industry and its brands:

    STATES CO-OPERATIVE UNIONS BRANDS

    Andhra

    Pradesh

    Andhra Pradesh Dairy Development co-

    operative Federation Limited(APDDCF)

    Vijaya

    Bihar Bihar State Co-operative Milk Producers

    Federation Limited(COMPFED)

    Sudha

    Gujarat Gujarat Co-operative Milk Marketing

    Federation Limited(GCMMF)

    Amul,Sagar

    Haryana Haryana Dairy Development co-operative

    Federation Limited(HDDCF)

    Vita

    Himachal

    Pradesh

    Himachal Pradesh State Co-operative Milk

    Producers Federation Limited (HPSCMPF)

    Karnataka Karnataka Co-operative Milk Producers

    Federation Limited(KMF)

    Nandini

    Kerala Kerala State Co-operative Milk Marketing

    Federation Limited (KCMMF)

    Milma

    Madhya

    Pradesh

    Madhya Pradesh state Co-operative dairy

    Federation Limited(MPCDF)

    Sanchi,

    Shakti,Sneha

    Orissa Orissa State Co-operative Milk Producers

    Federation Limited (OMFED)

    Omfed

    Utter

    Pradesh

    Pradeshik Co-operative dairy Federation

    Limited(PCDF)

    Parag

    Punjab Punjab State Co-operative Milk Producers

    Federation Limited(MILKFED)

    Verka

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    Rajasthan Rajasthan Co-operative Dairy Federation

    Limited(RCDF)

    Saras

    Tamil Nadu Tamil Nadu Co-operative Milk ProducersFederation Limited(TCMPF)

    Aavin

    West

    Bengal

    West Bengal Co-operative Milk Producers

    Federation Limited(WBCMPF)

    Benmilk

    Goa Goa State Co-operative Milk Producers Union

    Limited

    Goadairy

    Jammu Jammu Co-operative Milk ProducersFederation Limited

    Jamfed

    Pondicherry Pondicherry Co-operative Producers Union

    Limited

    Ponlait

    Sikkim Sikkim Milk Producers Union Limited Sikkimilk

    Tripura Tripura Co-operative Milk Producers Union

    Limited

    Gomati

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    than 6.0 million tons in the last one decade or so. This means that crores of

    rupees as on today is flowing back into the rural economy directly to benefit

    the poorest of the region who were earlier tend to migrate to other states(mainly Punjab, Haryana) in search of their bread and butter. As on today

    about Rs.5-6 crores is being pumped to the rural village from our union

    against purchase of milk in each month.

    Tirhut Dugdh Utpadak Sahkari Sangh Limited, Muzaffarpur Dairy, Bihar

    created modern value Added processing and production facilities. It has a

    range of delicious Indian sweets under the brand name of SUDHA in its fold

    viz Rasgula, Gulabjamun, Peda, Kalakand, Milk cake, Misthi Dahi, Sweetened

    condensed milk product called Sudha Special, Paneer. Now SUDHA has been

    the synonymous of quality in the area of milk and milk products and has

    become household name in the eastern part of the country. Two new fresh

    products i.e. Ramdana Lie and Kaju Barfi have been introduced recently. Their

    demand in market is very much encouraging.

    Request for Technology transfer for Indigenous milk products by Mother

    Dairy, Delhi speaks about our competency in area of product development.

    Tirhut Dugdh Utpadak Sahkari Sangh Limited, Muzaffarpur Dairy, Bihar has

    first introduced Peda making machine in this part of region to cater to need of

    grooming demand of desiccated milk products.

    Modern technologies in animal breeding and feeding have been adopted by a

    significant number of farmers. The conditions for long term growth in

    procurement have also been created. Technical input services including

    artificial Insemination, balanced cattle feed/bypass proteins fed, better fodder

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    Besides rural employment the union gas also created urban employment

    significantly by engaging dealers and retail outlet for its variety of wholesome

    products.

    The Muzaffarpur Dairy has adjudged the best performing dairy for the year of

    1997-98. Cost reduction and technology Management, Modernization of

    process and plant technology, quality assurance program leading to ISO

    9000:2000 and HACCP certification, high tech information management and

    high profile human resource Management, all are measures under way to

    update the technology available to rural producers / our employees / our

    customers / our suppliers / our dealer / our retailer /all one associates direct

    or indirect and so further improve their socio health.

    The union has been conferred with National Industries Excellence Award by

    world economics process society (WEPS) new Delhi for its contribution in

    Samman puruskar by Indian economic development and research association

    (IEDRA) New Delhi for its significant contribution towards socio- economic

    growth of rural India by providing rural employment The impact of Tirhut

    Dugdh Utpadak Sahkari Sangh Limited, Muzaffarpur Dairy, Bihar, established

    in the region, resulted Pride of India award, International Gold star

    Millennium Award & Kohinoor Award conferred to its managing Director.

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    Tirhut Dugdh Utpadak Sahkari Sangh Limited, Muzaffarpur Dairy, Bihar

    At a Glance

    1. Year of Establishment 1982

    2. Initial Plant Capacity 25000 Liters

    3. Present Plant Capacity 100000 Liters

    4. Handling Capacity 65000 Liters

    5. Storing Capacity 127000 Liters

    Chilling Centers at TIMUL

    1. Sitamarhi 15000 LPD2. Motihari 15000 LPD3. Gopalganj4. Sahebganj5. Bettiah 15000 LPD

    Numbers of Tankers

    1. Small tankers 122. Big tankers 7

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    Marketing areas

    MuzaffarpurMotihariBettiahRaxaulSitamarhi

    GopalganjSiwanSahebganj

    Organized DCS: 949

    Mode of Disposal: Rail & Road Milk Tanker

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    Fresh Milk Products of MUZAFFARPUR DAIRY

    PRODUCT PACKING

    LASSSI 200gm,

    RASGULLA 250 gm,500gm,7kg,18kg

    GULABJAMUN 500gm,7kg,18kg

    DAHI 100 gm,7kg,18kg

    PANEER 200gm,400gm

    SUDHA SPECIAL 250gm,

    RABRI 100gm,

    Ramdana lie 100gm,

    Kaju Barfi 250gm,500gm

    Khoa methai 250gm

    Ghee 500gm

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    MILK AND MILK PRODUCTS

    Our products are available in market under brand name Sudha. These

    products are produced keeping in view the taste and preferences of

    consumers. Our main products are as follows:-

    Milk:-

    Sudha cow milk Sudha gold milk Sudha shakti milk Sudha healthy milk Sudha smart milk Sudha lite milk

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    Milk Products:-

    Sudha Ghee Sudha Ice-Cream Sudha Misti-dahi Sudha Peda Sudha Paneer Sudha special Sudha Kalakand

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    SALES (PERCENTAGE OF MARKET SALES QUALITY WISE):-

    TOND MILK 27% (Approx)

    DOUBLE TOND MILK 15% (Approx)

    STANDERD MILK 35% (Approx)

    GOLD 15% (Approx)

    COW MILK 08% (Approx)

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    1.3 ABOUT THE STUDY:

    A THEORETICAL ASPECT OF MARKETING PROSPECT:

    One of the challenging tasks faced by an industrial firm is the development

    and marketing new industrial products. Though new product development is

    complex and difficult, it is a valid and necessary task for a profitable growth of

    a firm. It tests a firms market knowledge, technical competence, financial

    strength, and ability to complete. Unless products that have entered the

    decline stage are replaced by new products a firm cannot expect to maintainits profitability and growth.

    CLASSIFICATION OF NEW PRODUCTS:

    1.)New to the world products: new products that create an entirely newmarket.

    2.)New product line: new products that allow a company to enter anestablished market for the first time.

    3.)Additions to existing product line: new products that supplementestablished product lines (package size, flavors etc.)

    4.)Improvements and revisions of existing product: new products thatprovide improved performance or greater perceived value and replace

    existing products.

    5.)Repositioning: existing products that are targeted to new markets ormarket segments.

    6.)Cost reductions: new products that provide similar performance atlower cost.

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    THE NEW PRODUCT DEVELOPMENT PROCESS:

    The process by which potential products ideas are generated, evaluated,

    directed, and turned into products is called the New- product

    development process. We shall consider seven stages in the new

    product development process, although it can be described in a verity of

    other ways with more and less number of stages. The seven stages of

    new-product development process are:

    (1) Idea generation(2) Screening of ideas(3) Concept testing(4) Business analysis(5) Product development(6) Test marketing(7) Commercialization.

    (1). Idea generation:

    The focus in this first stage is on searching for new product ideas. Few

    ideas generated at this stage are good enough to be commercially successful.

    New product ideas come for a verity of sources. An important of new product

    ideas is customers. Fundamentally, customer needs and wants seem to be the

    most fertile and logical place to start looking for new product ideas. This is

    equally important for both personal consumers and industrial customers.

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    Product planning starts with the creation of product ideas. The

    continuous search for new scientific knowledge provides the clues for

    meaningful idea formation.

    Internal Sources of New Product Ideas: Research and Development (R&D) Department Technical Service Staff Company Salesman Executive Personnel Top Management Company Patent Department From Employees Suggestions, etc.

    External Sources of New Product Ideas : Consumers Competitors Consulting Organizations Advertising Agencies Government Agencies Distributers Wholesalers and Retailers Free lance inventors.

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    (2). Screening of Ideas:

    After collecting the product ideas, the next stage is screening of these

    ideas. The main object of screening is to abandon further consideration ofthose ideas which are inconsistent with the product policy of the firm. The

    product ideas are expected to be favorable and will give room for the

    consumer satisfaction, profitability, a good market share, firms image etc. All

    the ideas cannot be accepted, because certain product plans need huge

    amount of investments, for certain plans raw materials may not be available,

    certain plans may not be practicable etc. Many of the ideas are rejected on

    account of many reasons and thus eliminate unsuitable ideas. Only promising

    and profitable ideas are picked up for further investigation.

    (3). Concept Testing:

    After the new product idea passes the screening stage, it is subjected to

    concept testing. Concept testing is different from test marketing, which takes

    place at a large stage. What is tested at this stage is the product concept itself-

    whether the prospective consumers understand the product idea, whether

    they are respective towards the idea, whether they actually need such a

    product and whether they will try out such a product if it is made available to

    them. In fact, in addition to the specific advantage of getting the consumers

    response to the product idea, this exercise incidentally helps the company to

    bring the product concept into clearer focus. Concept testing helps the

    company to choose the best among the alternative product concepts.

    Consumers are called upon to offer their comments on the precise written

    description of the product concept, viz, the attributes and expected benefits.

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    (4). Business Analysis:

    The purpose of business analysis is to develop estimated projections of thesales, costs, and profitability of the proposed new product over 5-7 years. It is

    a detailed analysis in terms of

    Required investment in plant, equipment, working capital, andmarket development;

    Market potential, sales forecast, customer and competitive analysis; Costs of product development, manufacturing and marketing the

    product;

    Likely price levels, profitability and return on investment, and soon.

    It is not a right decision to assign the task of business analysis to those

    persons who have either proposed the new product idea or who are

    advocating its acceptance, because of their excessive optimism or having

    vested interest. Either management consultants or the corporate planning

    staffs, who have experience and skills in strategic planning, marketing,

    finance, engineering and production, could be given the task of business

    analysis. If the projected sales and profits satisfy the companys long term

    objectives or goals, then the new product concept moves to the next of

    product development. It should be noted that the projections made in

    business analysis may be revised if new information comes in.

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    (5). Product Development:

    Product development is a process in which engineers and technicianscreate the desired product. The R & D department develops one or more

    prototypes of the product concept. The development of a prototype will

    confirm or negate its ability to produce the product with in the cost estimates

    and performance parameters previously established. The marketing

    department must inform the R & D department about the needs of the

    customers in term of product performance and the cost estimates, based on

    the customers reactions on the concept testing carried out earlier. The R & D

    departments challenge is to achieve both the performance and the cost

    objectives.

    In todays fiercely competitive market, developing a new product or a new

    technology is not enough, how fast the new product is developed and

    launched in the market is very critical. Conventional development engineering

    cycle consists of:

    Design Process Engineering Tooling Manufacturing

    Final product Testing

    (If there is no failure during testing). The possibility of reducing this cycle to

    half and for speeding up the development, a concept of concurrent

    engineering is practice. It uses hi-tech computer hardware and software tools,

    in conjunction with high speed satellite communication to design, test,

    process engineer, manufacture tolling, and so forth, simultaneously instead of

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    in a long sequence. All this is done to ensure that new products are developed

    and launched in the market before the competitors.

    (6). TEST MARKETING:

    In industrial marketing, market testing is done by using different methods.

    These are alpha and beta testing, introduction of new product at trade shows,

    testing in distributer/dealer showrooms, and test marketing. The choice of the

    method of testing depends on the size and cost of the product in a short span

    of time.

    Alpha testing consists of testing the products which are high priced or new

    technologies, internally in the company. The product is done to evaluate the

    performance parameter and operating costs. If the results of an in-company

    testing are satisfactory, the company will go for the second stage of beta

    testing at the potential user sites. The sales marketing people should identify

    the user firms who would permit confidential testing of the new product at

    their factories. The marketing and technical people should observe how the

    user firms use the product, if any problems are faced while using the new

    product, and interact with the user firms technical and other members. If the

    numbers of users of the new product are small, product testing at relatively

    few user sites may suffice. However, in case of large number of industrial

    users, the result of product testing at few users site may be difficult to

    generalize.

    If market testing of the new product gives adequate information to decide on

    launching the new product, the company management decides to go ahead

    with commercialization.

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    (7).COMMERCIALIZATION:

    A product is commercialized or launched when it is introduced to a target

    market. It involves implementation of the various activities developed in anaction plan as a part of the marketing plan. The activities include training of

    sales force, product catalogues, price list introductory advertisements,

    adequate stocks at the company warehouses and /or with

    dealers/distributors, customer service, and so on. In order to ensure proper

    co-ordination and timely completion of many activities involved in launching

    a new product, industrial marketers can use critical path method (CPM)

    network technique. The marketing activities have to be synchronized with

    production to ensure market entry timing.

    In launching a new product, the company must make four decisions:

    (A) When should the product to be launched? Right time.

    (B) Where should it be launched? A single locality, A region or National market.

    (C) Which group should be targeted? Existing customers.

    (D) How should it be launched? Develop an action plan for introducing the new product into the

    rollout markets.

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    Consider the following before launching a new product: Effective market research

    Identification of consumer needs Effective promotion Proper distribution system Correct pricing strategy Knowledge of local needs Choose correct time

    1.4 OBJECTIVES OF THE STUDY:

    The following objectives are studied for this project work:

    To find which type of Soan Papri people like most. To find what are the factors affecting the sales of Soan Papri. To find which media is most effective to promote Sudha Soan Papri. To find which size of packaging is most effective in the market. To study the level of consumers awareness towards Sudha milk

    products.

    To find the target market for Sudha Soan Papri.

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    1.5 LIMITATIONS OF THE STUDY:

    Every study is conducted under some limitations. This study is also no

    exception. Main limitations of the study are as follows:-

    Due to fast changing marketing environment the analysis may not holdgood for a long time.

    Due to the lack of time, during this limited period the study may not bedetailed full-fledged and useful in all aspects.

    It was very challenging to convince people to participate in interview. There was the limited time available each day and lots of tasks had to

    complete in a day like preparing a reports, conducting surveys etc.

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    CHAPTER-2

    RESEARCH METHODOLOGY

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    METHODOLOGY:

    Methodology is a systematic way to undertake the study. It may be

    understood as a science of studying how study is done. In fact, success of the

    research project depends entirely on the data and therefore the methods

    employed in the collection of the data.

    STUDY OBJECTIVE:

    The main objective of the study is to understand the business

    environment of Sudha Soan Papri in Motihari, to know the marketing prospect

    of Sudha Soan Papri.

    RESEARCH DESIGN:

    Research design indicates the methods of research i.e., the methods of

    gathering information and methods of sampling. Research design in the study

    is descriptive analytical research. It is designed to describe something, such as

    demographic characteristics or who use the product.

    SAMPLING TECHNIQUE:

    The sampling techniques involved in this project are convenience sampling

    technique. The respondents were interviewed at various places like residence

    and outlet shop of milk products.

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    SAMPLING PLAN:

    1. Sampling unit: sampling unit consist of only consumers, it mainlycomprises of consumers in Motihari.

    2. Sampling method: convenience sampling method.3. Sample size: It consists of 100 consumers.

    DATA COLLECTION METHODS:

    1.)Primary Data:In this method the various information are gathered for the very first

    time or we can say that it is a way of getting first hand information.

    Primary data is gathered by interview, questionnaire. This primary data

    collection was major part of field survey.

    2.)SECONDARY DATA:Data which are already available and it may provide ready information

    relevant to the study is called secondary data.

    The information collection process and methodology which I followed

    secondary data with the help of Internal source (Life history, Letters,Diaries and Memory), External Sources (Book, Business Journals,

    Websites etc.) and other such modes of information generation.

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    QUESTIONNAIRE DESCRIPTION:

    The questionnaire was prepared consisting of structured and non-disguised.

    The questions were logically and sequentially arranged in the questionnaire

    so the proper and authentic information can be obtained from the

    respondents without any anomalies from the part of the respondents

    provided corrects response can obtained.

    METHODS OF ANALYSIS:

    In order to analysis the data obtained from questionnaire various

    statistical tools were used like the average, percentage, charts and ANOVA

    test were used.

    ANOVA:

    Analysis of variance (ANOVA) is an extremely useful technique concerning

    researches in the field of economics, biology, education, psychology, sociology,

    business/industry and in researches of several other disciplines. Through

    ANOVA technique one can, in general, investigate any number of factors which

    are hypothesized or said to influence the dependent variable. Under the one-

    way ANOVA, we consider only one factor and then observe that the reason for

    said factor to be important is that several possible types of samples can occur

    within that factor.

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    CHAPTER: 3

    DATA ANALYSIS

    AND INTERPRETATION

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    Table:-1

    Gender of respondents

    Gender category No. of respondents

    Male 80

    Female 20

    Total 100

    Graph:-1

    Gender of respondents

    The above table and chart shows that out of the total 100 respondents 80% are

    male and the rest 20% are female. So, most of the respondents are male.

    male

    80%

    Female

    20%

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    Table:-4

    TASTED SOAN PAPRI

    Tasted soan papri No. of respondents

    Yes 91

    No 9

    Total 100

    Graph:-4

    TASTED SOAN PAPRI

    The above table and chart shows that out of the total respondents 91%

    respondents have tasted Soan Papri and remaining 9% respondents have not

    tasted Soan Papri.

    Yes

    91%

    No

    9%

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    Table:-6

    PREFERED SOAN PAPRI

    Brand No. of respondents

    Amul 37

    Haldiram 31

    Bikaji 18

    Any other 14

    Total 100

    Graph:-6

    PREFERED SOAN PAPRI

    On the brand of soan papri 37% of respondents are of the opinion that they are

    consumers of Amul, 31% are consumers of Haldiram, 18% are consumers of Bikaji

    and rest 14% are consumers of other brands. From the above data is comes as an

    inference that Amul is the most preferred brand of soan papri among customers.

    Amul

    37%

    Haldiram

    31%

    Bikaji

    18%

    Any other

    14%

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    Table:-7

    NATURE OF SOAN PAPRI

    Types No. of respondents

    Vegetable oil 12

    Pure ghee 88

    Total 100

    Graph:-7

    NATURE OF SOAN PAPRI

    The above table and chart shows that out of the total respondents 88% like pure

    ghee of soan papri and remaining 12% respondents like vegetable oils soan papri.

    Vegetable oil

    12%

    Pure ghee

    88%

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    Table:-8

    LIKING TOWERDS FLAVOURED SOAN PAPRI

    Like No. of respondents

    Yes 83

    No 17

    Total 100

    Graph:-8

    LIKING TOWERDS FLAVOURED SOAN PAPRI

    The above table and chart shows that out of the total respondents 83%

    respondents like flavored soan papri and remaining 17% respondents dont like

    flavored soan papri.

    Yes

    83%

    No

    17%

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    Table:-9

    OPINION ABOUT PREFERED FLAVOUR

    Flavours No of respondents

    Elichi Flavour 47

    Orange flavor 21

    Mango flavor 11

    Chocolate flavor 9

    Any other 12

    Total 100

    Graph:-9

    OPINION ABOUT PREFERED FLAVOUR

    The above table and chart shows that out of the total respondents 47% prefer for

    Elichi flavor, 21% prefer for Orange flavor, 11% prefer for Mango flavor, 9% prefer

    for chocolate flavor and rest 12% prefer for any other flavors of soan papri.

    Elaichi Flavor

    47%

    Orange flavor

    21%

    Mango flavor

    11%

    Chocolate

    flavor

    9%

    Any other

    12%

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    Table:-10

    CRITERIA OF SELECTION

    Factors No. of respondents

    Taste 18

    Brand 29

    Availability 19

    Price 7

    Quality 27

    Total 100

    Graph:-10

    CRITERIA OF SELECTION

    The above table and chart shows that out of the total respondents 29%

    consumers are select soan papri on the basis of brand, 27% are select on the

    basis of quality, 19% are select on the basis of availability, 18% are select on

    the basis of taste and remaining 7% are select on the basis of price.

    Taste

    18%

    Brand

    29%Availability

    19%

    Price

    7%

    Quality

    27%

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    Table:-11

    USAGE OF SUDHA PRODUCTS

    Usage No. of respondents

    Yes 84

    No 16

    Total100

    Graph:-11

    USAGE OF SUDHA PRODUCTS

    On the usage response it comes as inference that 84% of the total respondents

    are user of Sudha products and rest 16% are non users of Sudha products.

    There it may be said that Sudha has a dominant purchase in the Motihari as

    84% of total respondents are users of Sudha products.

    Yes

    84%

    No

    16%

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    Table:-12

    INFLUENCING FACTORS OF PURCHASE

    Influencing factors No. of respondents

    Product quality 38

    Price value 15

    Brand 27

    Design 3

    Availability 17

    Total 100

    Graph:-12

    INFLUENCING FACTOR OF PURCHASE

    The above table and chart shows that out of the total respondents 38%

    respondents are influence on the basis of product quality, 27% on the basis

    of brand, 17% on the basis of availability, 15% on the basis of price value and

    remaining 3% are influence on the basis of design of the product.

    Product

    quality

    38%

    Price value

    15%

    Brand

    27%

    Design

    3%

    Availability

    17%

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    Table:-13

    OPINION ON SATISFACTION OF PACKAGING

    Opinion No. of respondents

    Very good 41

    Good 58

    Poor 1

    Total 100

    Graph:-13

    OPINION ON SATISFACTION OF PACKAGING

    The above table and chart shows that out of the total respondents 58% says

    that good, 41% very good and rest 1% say poor. So, majority of the

    respondents are satisfied with packaging.

    Very good

    41%

    Good

    58%

    Poor

    1%

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    Table:-14

    QUALITY OF SUDHA PRODSUCTS

    Satisfaction level No. of respondents

    Highly satisfied 32

    Satisfied 52

    Neutral 13

    Dissatisfied 2

    Highly Dissatisfied 1

    Total 100

    Graph:-14

    QUALITY OF SUDHA PRODSUCTS

    The above table and chart shows that out of the total respondents 52% are

    satisfied, 32% are highly satisfied, 13% are neutral, 2% are dissatisfied and

    rest 1% are highly dissatisfied with quality of Sudha products.

    highly satisfied

    32%

    Satisfied

    52%

    Neutral

    13%

    Dissatisfied

    2%

    Highly

    Dissatisfied

    1%

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    Table:-15

    AWARENESS OF LAUNCHING SOAN PAPRI

    Aware No. of respondents

    Yes 84

    No 16

    Total100

    Graph:-15

    AWARENESS OF LAUNCHING SOAN PAPRI

    The above table and chart shows that out of the total respondents 84% are

    aware and rest 16% not aware that Sudha dairy is going to launch soan papri.

    Yes

    84%

    No

    16%

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    Table:-16

    FEEDBACK OF MEDIA

    Media No. of respondents

    Electronic 17

    Print 45

    Outdoor 26

    Any other 12

    Total 100

    Graph:-16

    FEEDBACK OF MEDIA

    The above table and chart shows that out of the total respondents 45% areaware through Print media, 26% through Outdoor media, 17% through

    Electronic media and rest 12% aware through any other media.

    Electronic

    17%

    Print

    45%

    Outdoor

    26%

    Any other

    12%

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    Table:-17

    PREFER TO SUDHA SOAN PAPRI

    Prefer No. of respondents

    Yes 87

    No 13

    Total 100

    Graph:-17

    PREFER TO SUDHA SOAN PAPRI

    The above table and chart shows that out of the total respondents 87% are

    prefer Sudha soan papri and rest 13% respondents are not prefer Sudha soan

    papri.

    Yes

    87%

    No

    13%

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    Table:-18

    OPINION ABOUT PACKAGE SIZE

    Packaging size No. of respondents

    100 gm 5

    250 gm 18

    500 gm 51

    Above 500 gm 26

    Total 100

    Graph:-18

    OPINION ABOUT PACKAGE SIZE

    On package size 51% respondents are of the opinion that they would prefer500 gm, 18% prefer 250 gm, 5% prefer 100 gm and the rest 26% preferred

    above 500 gm size of soan papri. In terms of packaging, 500 gm is the

    preferred quantity by maximum number of respondents, while above 500 gm

    package is the second most preferred packaged quantity.

    100 gm

    5%250 gm

    18%

    500 gm

    51%

    Above 500 gm

    26%

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    Table:-19

    OPINION ABOUT THE PRICE

    Price No. of respondents

    Equivalent to Amul 18

    Equivalent to Haldiram 9

    Equivalent to Bikaji 13

    Less than above 60

    Total 100

    Graph:-19

    OPINION ABOUT THE PRICE

    On price parameter 18% of respondents wanted the price to be equivalent to

    Amul, 13% wanted it to be equivalent to Bikaji, 9% wanted it to be equivalent

    to Haldiram while 60% expected it to be less than others. It comes as result

    from the above data that most customers expect the pricing of product to be

    less than all the reputed existing brands.

    Equivalent to

    Amul

    18%

    Equivalent toHaldiram

    9%

    Equivalent to

    Bikaji

    13%

    Less than

    above

    60%

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    ANOVA TEST

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    Table:-20

    ASSOCATION BETWEEN INFLUNCING FACTOR AND AGE

    One-way ANOVA

    Sum of

    Squares df

    Mean

    Square F Significance

    Between Groups3.102 4 .776 1.421 .233(NS)

    Within Groups51.858 95 .546

    Total54.960 99

    Ho: there is no significant difference of opinion on the influencing factors of

    soan papri on the basis of age among the respondents.

    INTERPRETATION:

    The tabulated value is 0.233 which is greater than 0.05. Therefore, the

    influencing factor of soan papri is associated with the age among the

    respondents. Hence, the null hypothesis is rejected.

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    Table:-21

    ASSOCATION BETWEEN OPINIONS ABOUT THE QUALITY AND AGE

    One-way ANOVA

    Sum of

    Squares df

    Mean

    Square F Significance

    Between

    Groups.280 4 .070 .121 .974(NS)

    Within

    Groups54.680 95 .576

    Total54.960 99

    Ho: there is no significant difference of opinion about the quality of Sudha

    products on the basis of age among the respondents.

    INTERPRETATION:

    The tabulated value is 0.974 which is greater than 0.05. Therefore, the opinion

    about the quality of Sudha products is associated with the age among the

    respondents. Hence, the null hypothesis is rejected.

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    Table:-22

    ASSOCATION BETWEEN SELECTION CRITERIA AND GENDER

    One-way ANOVA

    Sum of

    Squares df

    Mean

    Square F Significance

    Between

    Groups1.002 4 .250 1.586 .184(NS)

    Within

    Groups14.998 95 .158

    Total16.000 99

    Ho: there is no significant difference of selection criteria of soan papri on the

    basis of gender among the respondents.

    INTERPRETATION:

    The tabulated value is 0.184 which is greater than 0.05. Therefore, the

    selection criteria of soan papri are associated with the gender among the

    respondents. Hence, the null hypothesis is rejected.

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    Table:-23

    ASSOCATION BETWEEN INFLUNCING FACTOR AND QUALITY OF SUDHA

    PRODUCTS

    One-way ANOVA

    Sum of

    Squares df

    Mean

    Square F Significance

    Between

    Groups6.465 4 1.616 .759 .555(NS)

    Within

    Groups202.375 95 2.130

    Total

    208.840 99

    Ho: there is no significant difference of influencing factor of soan papri on the

    basis of quality of Sudha products.

    INTERPRETATION:

    The tabulated value is 0.555 which is greater than 0.05. Therefore, the

    influencing factor of soan papri is associated with the quality of Sudha

    products. Hence, the null hypothesis is rejected.

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    CHAPTER: 4

    FINDING AND SUGGESTION

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    FINDING

    Most of the customers are aware that Sudha dairy is going to launchsoan papri.

    Male respondents constituted 80% of total respondents. It is found that out of the total respondents 35% respondents are in

    private job.

    49% respondents are belongs to age group 20 to 30 years. It is found that 91% respondents have tested soan papri. 51% respondents purchase branded soan papri. Majority 88% respondents like pure ghee of soan papri. It is found that 87% respondents like flavoured soan papri. 84% respondents are user of Sudha products. 51% respondents are preferred from 500 gm of packaging size. 45% respondents are aware through the print media. 58% respondents say that the packaging of products is good. 29% respondents select soan papri on the basis of brand. 52% respondents are satisfied with quality of Sudha products. It is found that 87% respondents are preferred to Sudha soan papri.

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    SUGGESTION

    Have also come to know from the survey that people want pure andeasily available product. In other words it can be said that consumers

    favors those products that are widely available at the retail counter.

    The company should arrange social as well as cultural programme inthe sales territory.

    84% respondents are users of Sudha products, in order to convert 16%

    of the respondents, into regular customers; the company should

    promote products by offering discounts.

    Provide home delivery and credit term facility to the consumers. Most of the people on whom survey was conducted are satisfied with

    Sudha products, so company retains its brand image.

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    CHAPTER: 5

    CONCLUSION

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    In simple terms market prospective means to reach a product and services is

    used or consumed by in the consumers in a well defined market segment

    with in a definite period of time. It means how deeply the product is able to

    establish itself in a market and what percentage of Sudha soan papri

    customer in MOTIHARI market was conducted for Tirhut Dugdh Utpadak

    Sahkari Sangh ltd, Muzaffarpur. Where the product is Sudha soan papri whichthe company is going to launch in coming winter season. The market is

    divided in several categories to identify the uses level of the Sudha soan papri

    and to get there feedback on the Sudha soan papri they are using. The

    conclusion was basically drowned on the basis of surveys which consist of a

    set of questionnaire followed by the personal interview of the respondent.

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    REFERENCES

    BIBLIOGRAPHY:

    Philip kotler, Kevinkeller, Abraham Koshy and Jha, MarketingManagement, 12th Edition, Pearson Education, New delhi,2007.

    Kothari, C.R. Research Methodology, New Age International (P)ltd, New Delhi, 2004.

    S.L.Gupta, Product management, wisdom Publications, Delhi,2009 Indian Dairy Annual Report,2010 www.indiandairy.com/editoria www.compfed.co.in www.sudha.com

    http://www.indiandairy.com/editoriahttp://www.indiandairy.com/editoriahttp://www.compfed.co.in/http://www.compfed.co.in/http://www.sudha.com/http://www.sudha.com/http://www.sudha.com/http://www.compfed.co.in/http://www.indiandairy.com/editoria
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    APPENDIX

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    A STUDY ON MARKETING PROSPECT OF SUDHA SOAN PAPRI IN

    MOTIHARI DISTRICT

    NAME: --------------------------------------------------------

    Mob no: -----------------------------------------------------------------

    Address--------------------------------------------------

    1. Gender:

    (A.) Male [ ] (B.) Female [ ]

    2. Age:

    (A.) 10-20 years [ ] (B.) 20-30 years [ ]

    (C.) 30-50 years [ ] (D.) above 50 years [ ] .

    3. What is your occupation?

    (A.) Student [ ] (B.) Government employee [ ]

    (C.) private employee [ ] (D.) Business [ ]

    (E.) Unemployed [ ]

    4. Have you tasted Soan Papri?

    (A.) Yes [ ] (B.) No [ ].

    5. Which type of Soan Papri you purchase?

    (A.) Loose [ ] (B.) Branded [ ]

    (C.) Packed & Branded [ ] (D.) Other specify [ ]

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    6. Which brand of Soan Papri do you like most?

    (A.) Amul [ ] (B.) Haldiram [ ]

    (C.) Bikaji [ ] (D.) Any other [ ]

    7. Which type of Soan Papri you like?

    (A.) Vegetable oil [ ] (B.) Pure ghee [ ]

    8. Do you like flavoured Soan Papri?

    (A.) Yes [ ] (B.) No [ ]

    9. Which flavour of Soan Papri you prefer?

    (A.) Elichi flavour [ ] (B.) Orange flavour [ ]

    (C.) Mango flavour [ ] (D.) Chocolate flavour [ ]

    (E.) Any other [ ].

    10. On what criteria do you select the Soan Papri?

    (A.) Taste [ ] (B.) Brand [ ]

    (C.) Availability [ ] (D.) Price [ ]

    (E.) Quality [ ].

    11. Do you use Sudha products?

    (A.) Yes [ ] (B.) No [ ].

    12. What are the main factors that influence you to purchase for Sudhaproducts:

    (A.) Product quality [ ] (B.) Price Value [ ]

    (C.) Brand [ ] (D.) Design []

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