ANALYSIS OF

CONSUMER BEHAVIOURTOWARDS

“SUDHA ICE-CREAM”

PROJECT BY: SUPRIYA KAMNA

ROLL.NO- 915

ROOM.NO- 36

DEPT. OF MARKETING

B.COM(EVE)

ST.XAVIER’S COLLEGE(AUTONOMOUS), KOLKATA

INTRODUCTION- EVOLUTION OF DAIRY INDUSTRY

DAIRYING PRIOR TO OPERATION FLOOD

- First time under British rule the Defence department established military dairy farms to ensure supply of Milk & butter to colonial army.

- The first of these farms was set up in Allahabad in 1913.

- Subsequent facilities were established at Bangalore, Ootacamund & Karnal.

- With increase in population in civilians door to door milk selling came into existence.

- As a result several cattle sheds were build in different cities which was not an environmentally sound process.

- Milk vendors started increasing lactation period which developed

sterility problem & drained cattle superior breed.

DAIRY POST OPERATION FLOOD

• Strategy for organized dairy development was conceived in the late 1960’s.

• National Dairy Development Board (NDDB) was founded in 1965 it rested on Operation flood programme & was endorsed by Government.(also agreement with World food program, World bank, European Economic Community & also NDDB in late 1980’s)

• Operation flood programme designed to develop dairying by replicating Anand model.

• During 1970’s Dairy Commodity Surplus were building up in Europe & Dr. Verghese recognized it’s potential as investment in modernization of India’s Dairy Industry.

• Operation flood was undertaken in 3 phases: Phase I : (1970) -- Establishing Dairies in Kolkata, Mumbai, Chennai & Delhi. Phase II : (1981-1985) – Dairy development projects were implemented in some Indian States.

Phase III : Ensuring cooperative institutions become self-sustaining.

SWOT ANALYSIS OF DAIRY INDUSTRY• STRENGHTS: 1. Demand Profile. 2. Margins. 3. Flexibility of product mix. 4. Availability of raw material.

• WEAKNESS: 1. Perishability. 2. Lack of control over yield. 3. Problematic distribution.

• OPPORTUNITY: 1. Value Addition.

2. Export Potential.

• THREATS: 1. Un- organized sector.

BACKGROUND OF COMPFED (SUDHA)

• Bihar State Dairy Corporation (BSDC) was formed in 1972.

• BSDC was formed for speedy & effective implementation of operation flood in state but it failed, so NDDB took over the management under banner Patna Dairy project.

• Patna Dairy project was first to start milk marketing in sachets in Bihar during 1981.

• Then Bihar State Co-operative Milk Producers Federation Ltd. (COMPFED) came into existence in 1983.

• There are mainly 5 district milk unions under Compfed which covers cities like Patna, Nalanda, Siwan, Munger, Muzaffarpur, Buxar, Darbhanga, etc.

• The marketing of Sudha Brand of Ice-cream after test marketing was first launched in Patna in April 1995.

• In July 1998, NDDB handed over the management to Vaishali Patliputra Dughd Utpadak Sahkari Sangh Ltd. (VPDUSS).

Ques 1: Which age group you belong to?

• People of various age group were covered.

• Age group 20-30 yrs were most enthusiastic to answer about Sudha.

• The youth is the largest consuming section & they are mainly targeted by marketers.

• Sudha can mainly focus on them & also people of age group 30-40 & kids who love sweets & Ice-cream.

15%

50%

12%

23%

AGE GROUP 10-20 AGE GROUP 20-30

AGE GROUP 30-40 AGE GROUP 40 & ABOVE

Pie-Graph showing the age group to which sample size belong.

FEW MAJOR SURVEY RESULTS SAMPLE SIZE : 150

Ques 2: Are you a consumer of Sudha Products?

• On the basis of convenience I choose my 150 respondents.

• It’s amazing to note that all are consumers of Sudha products.

• Also Out of these 150 respondents 138 respondents have tasted Sudha Ice-cream at least once which can be seen next.

100%

0%

YES NO

Pie-Graph showing number of people who are consumer of Sudha products.

Ques 3: Varieties of Sudha products you had?

• 329 responses were collected from 150 respondents.

• 138 respondents have had Sudha Ice-cream.

• 80 respondents voted for Sudha peda, 59 for dahi & 52 for other products.

• So here Sudha Ice-cream takes away a large chunk followed by Peda, dahi, etc.

42%

24%

18%

16%

SUDHA ICE-CREAM SUDHA PEDA

SUDHA DAHI OTHER SUDHA PRODUCTS.

Pie-Graph showing varieties of Sudha products consumed by People.

Ques 4: Is Sudha Ice-cream your favourite of all sudha products?

• Sudha offer varieties of milk products.

• Ice-cream, Peda, Dahi, Sachet milk of various kinds,etc.

• When respondents were asked do they prefer Ice-cream over other products- 96 respondents said YES.

• Sudha Ice-cream is liked by majority

so company should ensure that customers are retained & new prospects are made.

64%

36%

YES NO

Pie-Graph showing preference of Sudha Ice-cream among all Sudha products.

Ques 5: How you rate Sudha Ice-cream in terms of Price?

• Price today is no longer the only factor to grab customer but it still plays a major role.

• Respondents were asked to rate the price of Sudha Ice-cream.

• Out of 138 respondents 60 respondents rated it Reasonable.

• 39 rated it fair, 29 found it cheap & best & just 10 responses were against all above i.e., Costly.

• So overall consumers are satisfied with the prices of Sudha Ice-cream.

7%

29%

43%

21%

COSTLY FAIR REASONABLE CHEAP & BEST

Pie-Graph showing what is consumer’s opinion on price of Sudha Ice-cream.

Ques 6: Where you rank Sudha Ice-cream as compared to other Ice-cream brands like Amul, Vadilal, Treat, etc.

• Sudha is leading milk product supplier in Bihar excluding Ice-cream.

• There are several other brands for Ice-cream available like KWALITY WALLS, AMUL,VADILAL, TREAT, etc.

• But According to 79 respondents Sudha is on top as compared to others.

• Whereas 33 give Sudha second place, 21 third place.

• 5 respondents rank it at the bottom.

57%24%

16%3%

TOP NEXT BEST AVERAGE BOTTOM

Pie-Graph showing where consumer ranks Sudha Ice-cream as compared to leading Ice-cream brands.

Ques 7 . In which field do you think Sudha Ice-cream needs Improvement?

• For success of any product it is very important to know in which field according to customer it lacks so that it can be improved.

• When respondents were asked same for Sudha Ice-cream It was clearly found that majority of them was unhappy with the availability.

• Making product popular & of good quality is of no use unless it is available to customer. This area need to be improved.

• There is also scope of improvement in Quality & Quantity.

7%

23%

18%

52%

PRICE QUALITY QUANTITY AVAILABILITY

Pie-Graph showing consumer’s opinion as to in which field Sudha Ice-cream needs improvement.

Ques 8: Will you advice others to have Sudha Ice-cream?

• Word of mouth is very effective communication media if it is Positive.

• Respondents were asked whether they will advice others to have Sudha Ice-cream then 130 respondents said yes which is a good indication.

• But there is a thing to worry that 8 respondents will act as negative word of mouth which may multiply quickly.

• So some steps should be taken to change their attitude towards Sudha Ice-cream.

94%

6%

YES NO

Pie-Graph showing whether consumers will make others aware of Sudha Ice-cream.

Ques 9: What will you score for our Environmental concern? (SUDHA’S QUESTIONNAIRE)

• Green marketing is very recent trend in market which not only saves environment but also create positive impact in mind of Customers.

• There are two types of companies: - One who claim their product to be eco-

fiendly. - Others who claim their production to

be eco-friendly.

• Sudha claims their production as well as products to be eco-friendly still there is 50-50 answer from respondents.

• Half of the respondents rate their environmental concern excellent to good & half satisfactory to poor.

3%

25%

27%

23%

22%

EXCELLENT VERY GOOD GOOD SATISFACTORY POOR

Pie-Graph showing what consumer thinks about environmental concern of the organisation.

Ques 10. How is the Social concern of our Organisation? (SUDHA’S QUESTIONNAIRE)

• Corporate Social Responsibility- Functions as a built-in, self regulating mechanism whereby business monitors & ensure it’s active compliance with spirit of law.

• When consumers were asked to rate Sudha for it’s social concern the result was not one sided.

• 50% of the respondents find Sudha’s social concern as good.

• whereas other 22% respondent find it satisfactory & 21% respondents rate poor.

4%19%

34%

22%

21%

EXCELLENT VERY GOOD GOOD SATISFACTORY POOR

Pie-Graph showing what consumer feels regarding the social concern of the organisation.

FINDINGS• Sudha Ice-cream is liked by majority of people, these people lie in the age group

of 20-30 years.

• Most of the respondents were satisfied with the quality of Ice-cream almost 94%.

• Consumer’s favourite flavours are Kesar pista, Chocolate followed by

Vanilla & others.

• 93% of the consumers find the price of Sudha Ice-cream reasonable.

• More than 50% respondents were not satisfied with availability of Sudha Ice-cream.

• Sudha Ice-cream still has a long way to go as competitors are well established in Bihar as far as Ice-cream market is concerned.

RECOMMENDATIONS

• Sudha is focusing on people of Age-group 5-30 yrs & compel them to purchase the ice-cream, they should ensure repeat purchase.

• Sudha should introduce some promotional methods in order to attract more customers for Ice-cream products.

• Availability of Ice-cream should be ensured may be by using “Push Strategy” so that every time consumer demands Ice-cream it is readily available to them.

• Few are unsatisfied with the quality consistency of Sudha Ice-cream so some improvement can be done in this regard.

• Sudha Ice-cream is competing with Big brands like Amul & Vadilal so focusing on only product & price can’t do much all 4P’s should be given equal importance.

LIMITATIONS

1. Area of Operation.

- Was confined to Patna, capital of Bihar so we can’t infer consumer behaviour in whole of it’s marketing area, Bihar.

2. Time Limitation.

- 1 month to conduct survey thus could not take large sample.

3. Survey Error.

- Some of them were unaware of questions this lead to some errors.

CONCLUSION• Compfed (Sudha is a brand name under this company) ploughs back Rs. 250crores every

year directly to rural farmers.

• 65% of Compfed, earning goes to Farmers, cooperatives as bonus, dividends & development fund.

• 35% income is used in Plant & Machinery maintenance.

• Compfed is neither a govt. body nor a NGO.

• Compfed conceived to replicate & oversee Anand pattern dairy cooperatives in Bihar.

• According to a report on April 19, 2010 the federation had set a record of collecting 11.70 lakh litres of milk per day.

“ Compfed act like a bridge between rural farmers & organized market”

THANKS